MBA $5113$ Exam #$2$

Topic Review

$2$

$$ Evaluation criteria $($e$.$g$.,$ cutoff, rank attributes, etc.$)$

$$ Means to mitigate perceived risk

$$ Cognitive dissonance $($definition and scenario$)$

$$ Customer lifetime value $($definition$)$

$$ Family life$-$cycle $($definition: A series of stages determined by a combination of age, marital

status, and the presence or absence of children$)$

$$ Social class

$$ Major categories of business customers and largest single market

$$ Business versus Consumer Markets $($differences$)$

$$ Buying center roles $($identify role given a scenario$)$

$$ Organizational buy classes

Session $8$a

$$ Problem $($definition$)$

$$ Types of research $($exploratory$,$ descriptive, and causal$)$ when use each or purpose

$3$ criteria for evidence of causality

$$ Probability vs$.$ nonprobability sample

$$ primary data vs$.$ secondary data $($advantages and disadvantages$)$

$$ basic rule of research $--$ collect secondary data first.

$$ observational research

$$ Relative Advantages of Survey Methods

$$ Good questionnaire design $$ identify problems in sample questionnaire

Session $8$b

$$ Target market $($definition$)$

$$ Segmentation methods $$ advantages$/$disadvantages of each strategy $($e$.$g$.,$ undifferentiated,

concentrated, multisegment$)$

$$ Ways to Segment Markets $($e$.$g$.,$ why is demographic most common$)$

$$ Ways to Segment organizational markets $($satisficers and optimizers$)$

$$ Criteria for good segment$/$selecting target market

$$ Perceptual map $($definition$)$

$$ Product positioning $($definition$)$

Session $9$a

$$ Product Life cycle stages $($characteristics of each stage, typically application of $4$P$$s$,$ and

promotional objective$)$

$$ Product level: class vs$.$ form

$$ Five categories of diffusion of innovation

$$ Roger$$s ACCORD model

$$ Types of consumer products $($characteristics of each$)$

$$ product item, product line, and product mix

$$ Symptoms of product line overextension