Chapter 4: Creativity and the Business Idea

Question 1

Marketing

Name 3 Sections of Marketing

Answer 1

1) Dialogue
2) Monologue

3) Segmentation

Segmentation is detached from the two other techniques, for analysis.

Question 2

Marketing

Describe Dialogue Section

Answer 2

PRESALE: Research
1) Primary
- Surveys
- Focus groups (packaging)

2) Secondary (databases)
- IBUS
- CENSUS
- GOV. CAN

POSTSALE: Customer Feedback
1) Sales Analysis
- Seasonal
- Cyclical

2) Contacts
- Client Network

Question 3

Marketing

Describe Monologue Section

Answer 3

1) Advertizing
2) Promotion
- Incentives (discounts)
3) Merchandizing

Monologue section should come second. It is very costly.

Question 4

Marketing

Describe Segmentation

Answer 4

1) Demographic
2) Geographic
- Sphere of influence
3) Psychographic