MARKETING: REAL PEOPLE...ACCESS CARD
MARKETING: REAL PEOPLE...ACCESS CARD
11th Edition
ISBN: 9780137684649
Author: Solomon
Publisher: INTER PEAR
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Chapter 2, Problem 8QA
Summary Introduction

To define:The meaning of ethnocentrism.

Introduction: Ethnocentrism is the term widely used in the social sciences and refers to an individual’s preference of his home country’s products over the products manufactured abroad.

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In your expert opinion, what do you think is the most effective and efficient way for small business owners to promote and market their products/services? Why? How have you seen the use of referrals and word of mouth advertising work to the benefit of a small business owner?  Please would you kindly provide some examples. How have these methods worked in reverse (to the disadvantage of the owner but possibly benefit the competition)?
In your Expert Opinion, How do the risks differ when you start your business using a purely product development process versus a purely customer development process approach? What are the elements that go into a customer profile and why is each one useful? What are some of the ways that you could use secondary research to better understand the various segments of your market and to develop promotional materials?
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