1. © 2012 Pearson Education, Inc. publishing Prentice Hall. Chapter 4 Implementation

2. © 2012 Pearson Education, Inc. publishing Prentice Hall. Figure 5-1 - Positioning Drives Tactics 2

3. © 2012 Pearson Education, Inc. publishing Prentice Hall. Table 5-1 - Organizing Customer-Focused Research 3

4. © 2012 Pearson Education, Inc. publishing Prentice Hall. Figure 5-2 - The Marketing Research Process 4

5. © 2012 Pearson Education, Inc. publishing Prentice Hall. Questions for Marketing Research  Type I errors involve finding confirmatory results for hypotheses that are, in fact, not true (“false positives”)  Type II errors are rejecting hypotheses that are, in fact, true (“false negatives”)  Type III - getting the right answers for the wrong questions 5

6. © 2012 Pearson Education, Inc. publishing Prentice Hall. Marketing Research Designs  Marketing research efforts can have several different types of designs  Exploratory  Descriptive  Causal 6

7. © 2012 Pearson Education, Inc. publishing Prentice Hall. Table 5-2 - The Marketing Mix 7

8. © 2012 Pearson Education, Inc. publishing Prentice Hall. Table 5-3 - The Marketing Mix Across the Product Lifecycle 8

9. © 2012 Pearson Education, Inc. publishing Prentice Hall. Figure 5-3 - A Product Hierarchy 9

10. © 2012 Pearson Education, Inc. publishing Prentice Hall. Product Lines  Price lining—offering a product for different segments based on preferred price/quality points  Line/brand extensions—building on the strength of the existing products to add alternatives to the line or brand, including trading-up or trading-down  Product platforms”—common architectures or technologies underlying multiple products in a product line 10

11. © 2012 Pearson Education, Inc. publishing Prentice Hall. Figure 5-4 - The Boston Consulting Group Growth/Share Portfolio Matrix 11

12. © 2012 Pearson Education, Inc. publishing Prentice Hall. Figure 5-5 - GE/McKinsey Portfolio Planning Grid 12

13. © 2012 Pearson Education, Inc. publishing Prentice Hall. Table 5-4 - Market Attractiveness and Firm Strength Factors 13

14. © 2012 Pearson Education, Inc. publishing Prentice Hall. Figure 5-6 - The Booz, Allen, Hamilton New- Product-Development Process 14

15. © 2012 Pearson Education, Inc. publishing Prentice Hall. Figure 5-7 - Cost-Volume-Profit Logic and Contribution Margins 15

16. © 2012 Pearson Education, Inc. publishing Prentice Hall. Breakeven Analysis  The “breakeven point” is the point in sales growth at which revenues equal expenses  Breakeven is defined at the point where the sales revenues exactly cover all the expenses 16

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