Human Resources and Organizational Development
- What are the main criteria for assessing the theory that undergirds sound practice?
- Importance
- Preciseness and clarity
- Parsimony and simplicity
- Comprehensiveness
- Operationality
- Empirical validity or verifiability
- Fruitfulness
- Practicality
- Compare Futures Theory and Chaos Theory
- Chaos Theory: Purposefully acknowledges and studies phenomena that are unsystematic and do not appear to follow the rules.
- Futures Theory: Critical for sustainable performance as it prepares one to recognize and cope with an evolving
Understanding Qualitative Research and Consumer Behavior
Qualitative Research:
Qualitative research refers to data obtained in investigations that are not subject to quantitative analysis. It can be applied to learn about attitudes, feelings, and motivations. This approach emerged in the mid-seventeenth century, pioneered by researcher Giambattista Vico.
Advantages:
– Often cheaper than quantitative research.
– Appropriate for understanding deep motivations and feelings of consumers.
– Can enhance the effectiveness of quantitative research.
Limitations:
– Cannot
Key Marketing Concepts: Segmentation, Targeting & Customer Value
Understanding Demarketing
According to Kotler and Armstrong, demarketing is marketing aimed at reducing demand temporarily or permanently. Its goal is not to eliminate demand entirely, but rather to reduce or shift it.
For example: To reduce demand for space on congested tracks in Washington D.C., the city’s municipal authorities set up a web page encouraging regular users to share vehicles or use public transport.
Corporate Purchasing Insights
Kotler and Armstrong identify several types of corporate
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Chapter 8: Market Segmentation
Market Segmentation: Definition & Importance
Definition: Dividing a market into distinct groups of buyers with different needs, characteristics, or behaviors.
Importance: Helps firms tailor marketing efforts and products to meet specific customer needs, increasing efficiency and effectiveness.
Criteria for Successful Segmentation
- Substantiality: Segment must be large/profitable enough. Example: Teenagers as a large, spend-heavy segment.
- Identifiability & Measurability:
Email Marketing, Blogs, and Social Media: Strategies for Success
Email Marketing Campaign Process
1. Goals
Start by defining the goals of the campaign:
- Obtain qualified traffic.
- Getting leads.
- Conversion into sales.
2. Segmentation – Database
Clearly determine the target.
Distribution lists:
- External: purchased or rented.
- Internal: built by the company itself through data capture actions
- By subscription forms.
- Exchanging user contact dates by added value.
3. Content of the Message
Subject Line:
- Clearly identify the content.
- 50 characters maximum.
- Highlight benefits.
- Written in
Marketing Essentials: Key Concepts and Definitions
1. What is a product? A product is anything offered to a market to satisfy a need or want, including goods, services, experiences, ideas, or combinations of these.
2. Who defines the six stages involved in the strategic marketing planning process? Philip Kotler and other marketing experts define these stages as: (1) Situation Analysis, (2) Goal Setting, (3) Strategy Formulation, (4) Tactical Planning, (5) Implementation, and (6) Monitoring and Control.
3. What is Structural linkage? Structural linkage
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