当前课程知识点:Marketing > 3. Managing Marketing Information to Gain Customer Insight > 3.4 Causal Research > Discussion Question
A tissue manufacturer that has the 4th largest market share plans to experiment with a "50-cents-off" coupon during November. It plans to measure sales volume for November using store scanners to determine the effectiveness of the coupon. What is the IV? The experimental treatments? What is the DV? Do you see any problems with the DV?
-1.1 What Is Marketing?
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-1.2 Marketng Management Orientations
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--1.2 Marketing Management Orientations
-1.3 Selecting Customers to Serve
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--1.3 Seclecting Customers to Serve
-1.4 Positioning and Perceptual Mapping
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--1.4 Positioning and Perceptual Mapping
-1.5 Developing an Integrated Marketing Mix
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--1.5 Developing an Integrated Marketing Mix
-2.1 Microenvironment
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-2.2 Macroenvironment
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-3.1 Managing Marketing Information
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--3.1 Managing Marketing Information
-3.2 Exploratory Research
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-3.3 Descriptive Research
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-3.4 Causal Research
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-3.5 Questionnaire Design & Sampling Plan
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--3.5 Questionnaire Design & Sampling Plan
-3.6 Analyzing and Using Marketing Information
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--3.6 Analyzing and Using Marketing Information
-4.1 Consumer Psychology: Introduction
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--4.1 Consumer Psychology: Introduction
-4.2 Consumer Psychology: Mere Exposure Effect and Conformity
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--4.2 Consumer Psychology: Mere Exposure Effect and Conformity
-4.3 Consumer Psychology: Pain of Paying and Number Games
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--4.3 Consumer Psychology: Pain of Paying and Number Games
-4.4 Consumer Decision Making: Decision Making Journey and Mental Accounting
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--4.4 Consumer Decision Making: Decision Making Journey and Mental Accounting
--Consumer Decision Making Slides
-4.5 Consumer Decision Making: Anchor Effect
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--4.5 Consumer Decision Making: Anchor Effect
-4.6 Consumer Decision Making: Cognitive Dissonance and Consumerism
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--4.6 Consumer Decision Making: Cognitive Dissonance and Consumerism
-5.1 Market Segmentation
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-5.2 Market Targeting
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-5.3 Market Positioning
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-6.1 What Is a Product?
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-6.2 Product Classification
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-6.3 What Is a Brand?
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-6.4 Why Do Brands Matter?
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-6.5 What Is Co-branding
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-6.6 Ingredient Branding
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--6.6 What Is Ingredient Branding
-7.1 What Is a Price?
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-7.2 Price & Value
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-7.3 How to Set a Price?
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-7.4 Pricing Strategies &Tactics
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--7.4 Pricing Strategies and Tactics
-8.1 Marketing Channels and Value Networks
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--8.1 Marketing Channels and Value Networks
-8.2 The Role of Marketing Channels
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--8.2 The Role of Marketing Channels
-8.3 Channel-Design Decisions
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--8.3 Channel-Design Decisions
-8.4 Channel-Management Decisions
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--8.4 Channel-Management Decisions
-8.5 Channel Integration and Channel Conflict Management
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--8.5 Channel Integration and Channel Conflict Management
-8.6 E-Commerce Marketing Practices
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--8.6 E-Commerce Marketing Practices
-9.1 Integrated Marketing Communications Strategy (I)
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--9.1 Integrated Marketing Communications Strategy (I)
-9.2 Integrated Marketing Communications Strategy (II)
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--9.2 Integrated Marketing Communications Strategy (II)
-9.3 Advertising and Public Relations
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--9.3 Advertising and Public Relations
-9.4 Personal Selling and Sales Promotion
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--9.4 Personal Selling and Sales Promotion
-10.1 What Is Digital Marketing
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--10.1 What Is Digital Marketing
--Powerpoint Slides of 10.1 What is Digital Marketing
-10.2 Advantages & Disadvantages of Digital Marketing
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--10.2 Advantages & Disadvantages of Digital Marketing
--Powerpoint Slides of 10.2 Advantages & Disadvantages of Digital Marketing
-10.3 Digital Marketing Trends in the Future
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--10.3 Digital Marketing Trends in the Future
--Powerpoint Slides of 10.3 Digital Marketing Trends in the Future
-11.1 Competitor Analysis
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--Powerpoint Slides of 11.1 Competitor Analysis
-11.2 Competitive Strategy & Balance Customer Orientation and Competitive Orientation
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--11.2 Competitive Strategy & Balance Customer Orientation and Competitive Orientation
-12.1 Why Go Global?
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-12.2 Global Marketing Strategy
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