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% Document Info
\author{cherryjune}
\pdfinfo{
  /Title (mktg-380-test-two-fall-19.pdf)
  /Creator (Cheatography)
  /Author (cherryjune)
  /Subject (MKTG 380 Test Two (Fall 19) Cheat Sheet)
}

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    {\parbox{\dimexpr\textwidth-2\fboxsep\relax}{\noindent
        \hspace*{-6pt}\includegraphics[width=5.8cm]{/web/www.cheatography.com/public/images/cheatography_logo.pdf}}
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    \vspace{-2pt}\large{\bf{\textcolor{DarkBackground}{\textrm{MKTG 380 Test Two (Fall 19) Cheat Sheet}}}} \\
    \normalsize{by \textcolor{DarkBackground}{cherryjune} via \textcolor{DarkBackground}{\uline{cheatography.com/93644/cs/21050/}}}
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  \mymulticolumn{2}{p{5.377cm}}{\bf\textcolor{white}{Cheatographer}}  \\
  \vspace{-2pt}cherryjune \\
  \uline{cheatography.com/cherryjune} \\
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  \mymulticolumn{1}{p{5.377cm}}{\bf\textcolor{white}{Cheat Sheet}}  \\
   \vspace{-2pt}Published 7th November, 2019.\\
   Updated 21st November, 2019.\\
   Page {\thepage} of \pageref{LastPage}.
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  %\includegraphics[width=48px,height=48px]{dave.jpeg}
  Measure your website readability!\\
  www.readability-score.com
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\begin{multicols*}{3}

\begin{tabularx}{5.377cm}{x{1.74195 cm} x{3.23505 cm} }
\SetRowColor{DarkBackground}
\mymulticolumn{2}{x{5.377cm}}{\bf\textcolor{white}{Chpt 5: Marketing Analytics}}  \tn
% Row 0
\SetRowColor{LightBackground}
CRM steps & ID cust, differentiate cust, interact with cust (improve efficiency), customize good \tn 
% Row Count 4 (+ 4)
% Row 1
\SetRowColor{white}
touchpoint & any direct interface b/w cust \& company \tn 
% Row Count 6 (+ 2)
% Row 2
\SetRowColor{LightBackground}
sentiment analysis & \seqsplit{positive/negative/neutral} assoc \tn 
% Row Count 8 (+ 2)
% Row 3
\SetRowColor{white}
emotion analysis & emotional reaction to product \tn 
% Row Count 10 (+ 2)
% Row 4
\SetRowColor{LightBackground}
market basket analysis & focused promo strategies based on previous purchases \tn 
% Row Count 12 (+ 2)
% Row 5
\SetRowColor{white}
a/b test & method to test 2 variations of same thing (a vs b) \tn 
% Row Count 14 (+ 2)
% Row 6
\SetRowColor{LightBackground}
churn rate & \% of cust who will no longer be cust @ end of time period \tn 
% Row Count 17 (+ 3)
% Row 7
\SetRowColor{white}
\seqsplit{cost-per-order} & cost of gaining cust in terms of mkting expense \tn 
% Row Count 19 (+ 2)
\hhline{>{\arrayrulecolor{DarkBackground}}--}
\end{tabularx}
\par\addvspace{1.3em}

\begin{tabularx}{5.377cm}{x{2.14011 cm} x{2.83689 cm} }
\SetRowColor{DarkBackground}
\mymulticolumn{2}{x{5.377cm}}{\bf\textcolor{white}{Chpt 6: Business \& Cust Mkts}}  \tn
% Row 0
\SetRowColor{LightBackground}
types of decisions & habitual: low involvement, low perceived risk \tn 
% Row Count 3 (+ 3)
% Row 1
\SetRowColor{white}
 & limited: \tn 
% Row Count 4 (+ 1)
% Row 2
\SetRowColor{LightBackground}
 & extended problem solving: high involvement, high percieved risk \tn 
% Row Count 7 (+ 3)
% Row 3
\SetRowColor{white}
heuristics & rules of thumb \tn 
% Row Count 8 (+ 1)
% Row 4
\SetRowColor{LightBackground}
3 main categories of influence & internal, situational, social \tn 
% Row Count 10 (+ 2)
% Row 5
\SetRowColor{white}
internal influences & perception, motivation, learning, attitude, personality, self-esteem, lifestyle \tn 
% Row Count 14 (+ 4)
% Row 6
\SetRowColor{LightBackground}
classical conditioning & pavlov's dog \tn 
% Row Count 16 (+ 2)
% Row 7
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operant conditioning & rewards \& punishments \tn 
% Row Count 18 (+ 2)
% Row 8
\SetRowColor{LightBackground}
behavioral learning & how consumer behavior is changed by ext stimuli \tn 
% Row Count 21 (+ 3)
% Row 9
\SetRowColor{white}
cognitive learning & internal mental processes; ppl as problem solvers \tn 
% Row Count 24 (+ 3)
% Row 10
\SetRowColor{LightBackground}
observational learning & learning from observations \tn 
% Row Count 26 (+ 2)
% Row 11
\SetRowColor{white}
affect & feelings of attitudes \tn 
% Row Count 27 (+ 1)
% Row 12
\SetRowColor{LightBackground}
cognition & knowing of attitudes \tn 
% Row Count 28 (+ 1)
% Row 13
\SetRowColor{white}
behavior & doing of attitudes \tn 
% Row Count 29 (+ 1)
% Row 14
\SetRowColor{LightBackground}
psychographics & psych, socy, anthro factors to create mkt segs \tn 
% Row Count 32 (+ 3)
\end{tabularx}
\par\addvspace{1.3em}

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\begin{tabularx}{5.377cm}{x{2.14011 cm} x{2.83689 cm} }
\SetRowColor{DarkBackground}
\mymulticolumn{2}{x{5.377cm}}{\bf\textcolor{white}{Chpt 6: Business \& Cust Mkts (cont)}}  \tn
% Row 15
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buying center & group of ppl in org who make buying decision \tn 
% Row Count 2 (+ 2)
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\begin{tabularx}{5.377cm}{x{1.94103 cm} x{3.03597 cm} }
\SetRowColor{DarkBackground}
\mymulticolumn{2}{x{5.377cm}}{\bf\textcolor{white}{Chpt 7: Segmentation, Target Mkting, Positioning}}  \tn
% Row 0
\SetRowColor{LightBackground}
parts of segmentation & demographics, psychographics, behavior \tn 
% Row Count 2 (+ 2)
% Row 1
\SetRowColor{white}
PRIZM & geodemographic system \tn 
% Row Count 3 (+ 1)
% Row 2
\SetRowColor{LightBackground}
geotargeting & targeted ads based on location \tn 
% Row Count 5 (+ 2)
% Row 3
\SetRowColor{white}
usage rate & quantity purchased or freq of use among \tn 
% Row Count 7 (+ 2)
% Row 4
\SetRowColor{LightBackground}
usage occassions & indicator based on when consumers use a product most \tn 
% Row Count 10 (+ 3)
% Row 5
\SetRowColor{white}
phases of targeting & eval mkt segs, develop seg profiles, choose targeting strategy, \tn 
% Row Count 13 (+ 3)
% Row 6
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\seqsplit{undifferentiated} targeting & appealing to broad spectrum o fppl \tn 
% Row Count 15 (+ 2)
% Row 7
\SetRowColor{white}
differentiated targeting & developing diff products for distinct cust groups; products are kept separate on mktplace \tn 
% Row Count 19 (+ 4)
% Row 8
\SetRowColor{LightBackground}
concentrated targeting & 1/+ products to single market seg \tn 
% Row Count 21 (+ 2)
% Row 9
\SetRowColor{white}
customized targeting & targets specific products \& msgs ab them to individ cust \tn 
% Row Count 24 (+ 3)
% Row 10
\SetRowColor{LightBackground}
positioning & mkt strategy focused on how cust percieve a product in comparison to competitors \tn 
% Row Count 28 (+ 4)
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\mymulticolumn{2}{x{5.377cm}}{\bf\textcolor{white}{Chpt 8: Innovation \& New Product Development}}  \tn
% Row 0
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core product & all benefits product will provide cust \tn 
% Row Count 2 (+ 2)
% Row 1
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actual product & physical good/delivered service \tn 
% Row Count 4 (+ 2)
% Row 2
\SetRowColor{LightBackground}
augmented product & actual product +  supporting features (warranty, etc) \tn 
% Row Count 7 (+ 3)
% Row 3
\SetRowColor{white}
CPG/FMGG & low cost,fast moving prepack item \tn 
% Row Count 9 (+ 2)
% Row 4
\SetRowColor{LightBackground}
unsought products & products cust have little interest in until brought to attn \tn 
% Row Count 12 (+ 3)
% Row 5
\SetRowColor{white}
adopter categories & innovators, early adopters, early majority, late majority, laggards \tn 
% Row Count 15 (+ 3)
% Row 6
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factors in rate of adoption & relative advantage, compatibility, complexity, trialability, observability \tn 
% Row Count 19 (+ 4)
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\mymulticolumn{2}{x{5.377cm}}{\bf\textcolor{white}{Chpt 9: Product Strategy, Branding, \& Mgmt}}  \tn
% Row 0
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product line length & number of separate items in same catergory \tn 
% Row Count 2 (+ 2)
% Row 1
\SetRowColor{white}
full line & targets many cust seg \tn 
% Row Count 3 (+ 1)
% Row 2
\SetRowColor{LightBackground}
limited line & fewer product variations \tn 
% Row Count 4 (+ 1)
% Row 3
\SetRowColor{white}
upward stretching & filling line with higher priced options \tn 
% Row Count 6 (+ 2)
% Row 4
\SetRowColor{LightBackground}
two way stretching & adding higher \& lower price options \tn 
% Row Count 8 (+ 2)
% Row 5
\SetRowColor{white}
filling out strategy & adding sizes or styles \tn 
% Row Count 10 (+ 2)
% Row 6
\SetRowColor{LightBackground}
\seqsplit{cannibalization} & loss of sales when new item is added \tn 
% Row Count 12 (+ 2)
% Row 7
\SetRowColor{white}
product mix & total set of all products firm offers \tn 
% Row Count 14 (+ 2)
% Row 8
\SetRowColor{LightBackground}
product mix width & number of diff product lines firm produces \tn 
% Row Count 16 (+ 2)
% Row 9
\SetRowColor{white}
intro stage & no profit bc recovering R\&D costs \tn 
% Row Count 18 (+ 2)
% Row 10
\SetRowColor{LightBackground}
growth stage & profits increase \& peak \tn 
% Row Count 19 (+ 1)
% Row 11
\SetRowColor{white}
maturity stage & sales peak \& profit margins narrow \tn 
% Row Count 21 (+ 2)
% Row 12
\SetRowColor{LightBackground}
decline stage & market shrinks, sales fall, \& profits fall \tn 
% Row Count 23 (+ 2)
% Row 13
\SetRowColor{white}
brand equity & value of brand to org (brand vs generic) \tn 
% Row Count 25 (+ 2)
% Row 14
\SetRowColor{LightBackground}
private label brands & store brands \tn 
% Row Count 27 (+ 2)
% Row 15
\SetRowColor{white}
universal product code & UPC; barcode \tn 
% Row Count 29 (+ 2)
\hhline{>{\arrayrulecolor{DarkBackground}}--}
\end{tabularx}
\par\addvspace{1.3em}


% That's all folks
\end{multicols*}

\end{document}