Marketing management and entrepreneurship

Management and Entrepreneurship Learning Objectives

... Management and Entrepreneurship • Why Study Management? Management and Entrepreneurship What Does It Take to Be a Successful Manager? ... different Management levels Contexts of Management Management and Entrepreneurship What resources does Gap Inc use to sell its merchandise? MANAGEMENT at IDEAS ON What management functions are performed ... Familiarity and competence in the use of business skills required for success on the job Management Roles Management Skills, Functions, and Roles Differences Among Managers • The Three Levels of Management...

GLOSSARY OF MARKETING DEFINITIONS Sponsored by IFLA Section on Management and Marketing Updated and Corrected Version January 2001 pot

... USA, 1995 Definitions from other sources are referenced Glossary of Marketing Definitions access Access to library materials and services, on one dimension, is represented in the location of physical ... diffusion model A model representing the contagion or spread of something through a population (Examples: spread of air conditioning in Florida and subsequent population growth, and spread of Library ... goal, and one objective can be broken down into a number of specific actions observation A method of data collection in which the situation of interest is watched and the relevant facts, actions and...

marketing manager course - chapter 1 Management and Its Evolution

... Chapter Management and Its Evolution McGraw-Hill © 2004 The McGraw-Hill Companies, Inc All rights reserved Learning Objectives After reading this chapter, you should be able to: Understand ... decisions McGraw-Hill © 2004 The McGraw-Hill Companies, Inc All rights reserved Levels of management Strategic Managers Tactical Managers Operational Managers McGraw-Hill © 2004 The McGraw-Hill Companies, ... Operational managers are the link between management and nonmanagement staff McGraw-Hill © 2004 The McGraw-Hill Companies, Inc All rights reserved Management Functions Planning Leading McGraw-Hill...

Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 2 pps

... 12 13 15 16 17 18 19 20 21 12 13 14 15 16 17 18 10 11 12 13 14 15 16 14 15 16 17 18 19 20 22 23 24 25 26 27 28 19 20 21 22 23 24 25 17 18 19 20 21 22 23 21 22 23 24 25 26 27 29 30 31 26 27 28 ... 08 09 00 01 02 03 04 05 06 07 08 10 11 12 13 14 15 16 17 18 19 10 11 12 13 14 15 16 17 18 20 21 22 23 24 25 26 27 28 29 20 21 22 23 24 25 26 27 28 30 31 32 33 34 35 36 37 38 40 41 42 43 44 45 46 ... 27 29 30 31 26 27 28 29 30 24 25 26 27 28 29 30 28 29 30 31 Input variables Target variable Figure 3.4 Profiling and prediction differ only in the time frames of the input and target variables...

Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 3 pps

... 9,621.8 14,1 63. 7 4,187.7 OTHER – 733 –2 23 –15 1,021 3, 811 –1,116 3, 515 1 ,36 2 TM DEVIATION Chi-Square Calculation for Counties and Channels Example COUNTY Table 5.8 256 156 51 –1 03 –245 37 1 37 6 –110 ... County and Channel COUNTS FREQUENCIES COUNTY TM DM OTHER TOTAL TM DM OTHER TOTAL BRONX 3, 212 4 13 2, 936 6,561 2.5% 0 .3% 2 .3% 5.1% KINGS 9,7 73 1 ,39 3 11,025 22,191 7.7% 1.1% 8.6% 17.4% NASSAU 3, 135 ... channel B customer a figure that is as valuable as the costper-response measures often used to rate channels Data Mining for Customer Relationship Management Customer relationship management...

Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 4 pdf

... 0. 84 0.82 0.80 0.78 0.76 0. 74 0.72 0.70 0.68 0.66 0. 64 0.62 0.60 0.58 0.56 0. 54 0.52 0.50 20 40 60 80 100 120 140 160 180 200 220 240 260 280 300 320 340 360 380 40 0 42 0 44 0 46 0 48 0 500 520 540 ... TRAINING AND VALIDATION SETS (continued) Proportion of Event in Top Ranks (10%) 1.0 0.9 0.8 0.7 0.6 0.5 20 40 60 80 100 120 140 160 180 200 220 240 260 280 300 320 340 360 380 40 0 42 0 44 0 46 0 48 0 ... 32.7% 34. 0% 110 47 < 0.18 39.2% 40 .4% 60.8% 59.6% 148 57 < 88 ,45 5 70.9% 52.0% 29.1% 48 .0% 55 25 ≥ 3.8% 28.7% 29.3% 71.3% 70.7% 5,155 2,607 Call Trend ≥ 0.18 27.0% 27.9% 73.0% 72.1% 44 0 218 ≥ 88 ,45 5...

Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 5 pot

... 1 $40. 25 2 $41.00 $40. 25 3 $39. 25 $41.00 $40. 25 4 $39. 75 $39. 25 $41.00 5 $40 .50 $39. 75 $39. 25 $40 .50 $40 .50 $39. 75 $40. 75 $40 .50 $40 .50 $41. 25 $40. 75 $40 .50 $42.00 $41. 25 $40. 75 10 $41 .50 $42.00 ... Nearest Neighbors for New Customer NEIGHBORS dsum 1.662 1. 659 1.338 1.003 1.640 4,3 ,5, 2,1 dnorm 0 .55 4 0 .55 3 0.446 0.334 0 .54 7 4,3 ,5, 2,1 dEuclid 0.781 1. 052 1. 251 0.494 1.000 4,1 ,5, 2,3 277 278 Chapter ... 2 ,5, 3,4,1 2 ,5, 3,4,1 2 ,5, 3,4,1 3,2 ,5, 4,1 3,2 ,5, 4,1 3,2 ,5, 4,1 4,1 ,5, 2,3 4,1 ,5, 2,3 4,1 ,5, 2,3 5, 2,3,4,1 5, 2,3,4,1 5, 2,3,4,1 Memory-Based Reasoning and Collaborative Filtering Table 8.10 New Customer RECNUM...

Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 7 ppt

... 1.26% 65–69 yrs 1.93% 70 74 yrs 2. 97% 75 79 yrs 4.56% 80–84 yrs 7. 40% 85+ yrs 15.32% A life table is a good example of hazards Infants have about a in 1 37 chance of dying before their first birthday ... censoring When looking at customer data for hazard calculations, both the tenure and the censoring flag are needed For the customers in Figure 12 .7, Table 12.2 shows this data It is instructive ... 180 170 160 150 140 130 120 110 100 90 80 70 60 50 40 30 20 10 11 13 15 17 19 21 23 25 27 29 31 Day of Month Figure 12.13 Survival analysis can also be used for forecasting customer stops The second...

Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 8 pdf

... patterns in data and therefore has a firm requirement for clean and consistent data Much of the effort behind data mining endeavors is in the steps of identifying, acquiring, and cleansing the data ... transformation, and load (ETL) move data between different data stores Data Warehousing, OLAP, and Data Mining ■ ■ The central repository is the main store for the data warehouse ■ ■ The metadata ... the data, as business users would understand it An entity relationship diagram describes the layout of data for a simple credit card database With respect to data mining, relational databases (and...

Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 9 pptx

... specifications for a data mining platform adequate for the anticipated dataset sizes and expected usage patterns The Scoring Platform The scoring platform is where models developed on the mining platform ... input for data mining models used for targeting, cross-selling, and retention There are several approaches to incorporating data mining into a company’s marketing and customer relationship management ... values for that column Table 17.1 shows range characteristics for typical types of data used for data mining TE 542 Table 17.1 Range Characteristics for Typical Types of Data Used for Data Mining...

Data Mining Techniques For Marketing, Sales, and Customer Relationship Management Second Edition phần 10 pps

... Data Mining Technique The choice of which data mining technique or techniques to apply depends on the particular data mining task to be accomplished and on the data available for analysis Before ... analysis, 107 108 discussed, 95 fixed budgets, 97 100 loyalty programs, 111 new customer information, gathering, 109 – 110 people most influenced by, 106 107 planning, 27 profitability, 100 104 proof-of-concept ... analysis, 107 108 discussed, 95 fixed budgets, 97 100 loyalty programs, 111 new customer information, gathering, 109 – 110 people most influenced by, 106 107 planning, 27 profitability, 100 104 proof-of-concept...

Marketing management topic 4 identifying market segments and targets

... Levels of Micromarketing Segments  Niches  Local areas  Individuals  8 -4 Segment Marketing Targeting a group of customers who share a similar set of needs and wants 8-5 Flexible Marketing Offerings ... Identify and profile distinct groups of buyers who differ in their needs and preferences  Select one or more market segments to enter  Establish and communicate the distinctive benefits of the market ... What are the different levels of market segmentation?  How can a company divide a market into segments?  How should a company choose the most attractive target markets?  What are the requirements...

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