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BUSG 1315 NW Ramboa: Key Concepts

This lists the Key Concepts associated with the chapters.

Ch. 2 & 3 - Key Concepts

Promotion Focus v. Prevention Focus

Opportunistic Planners v. Reactive Planners

Opportunity Recognition

Imitative Strategy

Incremental Strategy

Feasibility Analysis

Idea to Product





Ch. 11 & 12 - Key Concepts

Boostraping Marketing

Multichannel Marketing

Direct Sales

Guerrilla Marketing

Non-direct Distribution

Primary v. Secondary Research

Ethnographic Research

Differential Advantage

Differentiation Strategy

Ch. 7 & 8 - Key Concepts

Industry Analysis

Differentiation Strategy

Perceptual Map

Niche v. Mass Market

Elevator Pitch

Test Marketing

Proof-of Concept Website

External Legitimacy

Mission v. Vision Statement



Ch. 16 & 17 - Key Concepts


Pledging receivables

Economic Order Quantity

Point of Sales System

Just-In-Time Inventory

Optimum Stocking Level

Safety Stock



Insurable value

Fidelity v. Surety Bonds

Ch. 9 & 10 - Key Concepts

4 P's of Marketing

Total Product

Augmented Product

Target Market

Inelastic v. Elastic Products

Markup Pricing


Search Engine Optimization

Value Proposition

Promotional Mix

CRM (Customer Relationship Management)

Ch. 18 & 19 - Key Concepts

Retainer v. Contingency Legal Fees

Small Claims Court

Vicarious Liability


Exculpatory Clause

Fair Labor Standards Act

Family and Medical Leave Act

Behavioral Based Interviewing

On-the-Job Training