1. Mid-Term Review

2. Agenda Littlefield data and the Bass model Review of course thus far Important topics for the mid-term Mid-term course evaluation

3. Littlefield  Bass

4. Marketing What is Marketing Marketing & Economics 4 P’s & 3 C’s The evolution of Marketing

5. Quantitative Elements Markup Break-Even Value-In-Use Profit Maximization Elasticities (Clout/Vulnerability)

6. Consumer Behavior LVOC Model of Behavior Influences on Behavior Decision Types Multi-Attribute Attitude Model Satisfaction - Loyalty

7. Segmentation  Positioning Segmentation What it is? How do we go about it? Targeting: Which segments? Positioning The Basic Idea Perceptual Maps

8. Market Research The Research Process Types of Research Types of Data Applications of Methods to Data

9. Competition Dimensions of Competition Nash Measures (Market/Heart/Mind) Cross- Elasticities

10. Product Strategy - I Elements of a Product New Products Development Process Product Life Cycle Bass Model

11. Product Strategy - II Products and Brands Product Line Issues Branding Branding Decisions Branding Strategies Brand Equity

12. Preparing for the Mid-Term Focus on Notes, Handouts and Class Discussion Skim Text to cover related topics Go over quantitative elements in 1 st assignment and other models discussed in class

13. Important Stuff Bass Model MAA Model Elasticity Issues Break-Even Between these you have at least two questions! There will be one question that asks you to apply everything you have learnt in the course so far.

14. The Exam Itself Bring Laptop (Turn off Wireless) Manage your time well Each minute is worth a point (or vice versa) 4/6 in section A (worth 60 points) Section B worth 30 points 10 points for just showing up! I would finish section B first Skip those questions that you don’t know Do not search text/notes for help (too expensive)

15. Q &A & Evaluations