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Business Fundamentals was developed by the Global Text Project, which is working to create open-content electronictextbooks that are freely available on the website http://globaltext.terry.uga.edu. Distribution is also possible viapaper, CD, DVD, and via this collaboration, through Connexions. The goal is to make textbooks available to the manywho cannot afford them. For more information on getting involved with the Global Text Project or Connexions email us atdrexel@uga.edu and dcwill@cnx.org.
Editors: Salvador Treviño and Carlos Ruy Martinez (ITESM, Monterrey Campus, Mexico)
Contributors: Carlos Alberto Alanis, Gaspar Rivera, Jorge Echeagaray, Jose de Jesus Montes, Juana Monica Garcia, Ramiro Robles, and Roberto Sanchez
- Think of an industry with which you are familiar. Discuss the major elements of a business model and apply it to the industry chosen. What features in the model appear to be a standard compared to other industries?
- What are the steps in the process of customers’ needs and wants identified in the chapter as defined by Dorfman?
- Or: Refer to the section of this chapter entitled “Identifying customers’ wants successfully”. In Dorfman’s framework three steps lead to the identification of customers' need and wants. This process ends on the validation of needs. What would be a further step geared to identify future needs?
- Read the case about the Market research to determine the potential market for funeral services in Monterrey, Mexico.
- What objectives would you propose for this study?
- Methodology suggested?
- What policies could be derived from the information obtained by the Marketing Research study?
Read also:
OpenStax, Business fundamentals. OpenStax CNX. Oct 08, 2010 Download for free at http://cnx.org/content/col11227/1.4
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