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Anatomy and Physiology 2e cover

Anatomy and Physiology 2e

Published by OpenStax under the CC BY 4.0 license

J. Gordon BettsTyler Junior CollegeKelly A. YoungCalifornia State University, Long BeachJames A. WiseHampton Universityand 110 more authors

Credit and license

Anatomy and Physiology 2e by J. Gordon Betts, Kelly A. Young, James A. Wise, Eddie Johnson, Brandon Poe, Dean H. Kruse, Oksana Korol, Jody E. Johnson, Mark Womble and Peter DeSaix. Published by OpenStax (2022) under the Creative Commons Attribution 4.0 International License. Read it free at openstax.org.

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Section 4 of 6The four Ps, and the decisions hiding inside them
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The section says the single word Product was hiding three separate jobs. What are they?

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Principles of Marketing · Chapter 3

The Marketing Environment

Netflix changed its business three times as conditions changed, with each change coming a year or two before its competitors responded. In 1998, Netflix’s founders began mailing DVDs because home internet connections were too slow for streaming. By 2007, internet connections had become fast enough for streaming, so Netflix moved to streaming while Blockbuster, the country’s largest video-rental chain, continued to rely on its 9,000 stores.

Blockbuster filed for bankruptcy protection in September 2010 with a billion dollars of debt. By 2018, the stock market valued Netflix above every traditional studio competing to reach viewers on the same screens. A brand that keeps studying changes in its environment tends to outperform a brand that continues to rely on the previous year’s view of those conditions.

The marketing environment keeps changing. This chapter explains the tools a marketing team can use to analyze those changes.

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19 chapters in the book12 in your course, numbered 1 to 12
3 Segmentation, Targeting, PositioningSettingsContentsNotesAsk

Segmentation, Targeting, Positioning

Learning objectives

By the end of this chapter, you will be able to:

  • Take a market through the three steps in order: cut it into segments, pick the segment you will serve, and decide how you want the buyer to remember the brand.
  • Cut a market into segments whose buyers share the same needs inside a group and differ across groups, using descriptors you can actually act on.
3.1 Why STP exists at all

Segmentation, targeting, and positioning are necessary because buyers differ from one another. Two people can reach for the same forty-ounce insulated cup for completely different reasons. One buyer may need to drink that much water on a worksite, while the other may choose the cup because its color matches the inside of the car.

A seller who ignores these differences designs an offer for an average buyer who does not exist. Real buyers are spread out around that average rather than clustered at it. Customer heterogeneity is the formal name for this variation.

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Table of contents

28 chapters

28 chapters
01
An Introduction to the Human Body
02
The Chemical Level of Organization
03
The Cellular Level of Organization
04
The Tissue Level of Organization
05
The Integumentary System
06
Bone Tissue and the Skeletal System
07
Axial Skeleton
08
The Appendicular Skeleton
09
Joints
10
Muscle Tissue
11
The Muscular System
12
The Nervous System and Nervous Tissue
13
Anatomy of the Nervous System
14
The Somatic Nervous System
15
The Autonomic Nervous System
16
The Neurological Exam
17
The Endocrine System
18
The Cardiovascular System: Blood
19
The Cardiovascular System: The Heart
20
The Cardiovascular System: Blood Vessels and Circulation
21
The Lymphatic and Immune System
22
The Respiratory System
23
The Digestive System
24
Metabolism and Nutrition
25
The Urinary System
26
Fluid, Electrolyte, and Acid-Base Balance
27
The Reproductive System
28
Development and Inheritance

Your course does not have to use every chapter. You choose the chapters to assign, and the book keeps prerequisite topics in order.

Authors

The 113 authors

J. Gordon BettsTyler Junior College
Kelly A. YoungCalifornia State University, Long Beach
James A. WiseHampton University
Eddie JohnsonCentral Oregon Community College
Brandon PoeSpringfield Technical Community College
Dean H. KrusePortland Community College
Oksana KorolAims Community College
Jody E. JohnsonArapahoe Community College
Mark WombleYoungstown State University
Peter DesaixUniversity of North Carolina at Chapel Hill
Dean KrusePortland Community College
Contributing authors
Kim AaronsonAquarius Institute; Triton CollegeLopamudra AgarwalAugusta Technical CollegeGary AllenDalhousie UniversityRobert AllisonMcLennan Community CollegeHeather ArmbrusterSouthern Union State Community CollegeTimothy BallardUniversity of North Carolina WilmingtonMatthew BarlowEastern New Mexico UniversityWilliam BlakerFurman UniversityJulie BowersEast Tennessee State UniversityEmily BradshawFlorida Southern CollegeNishi BryskaUniversity of North Carolina, CharlotteSusan Caley OpsalIllinois Valley Community CollegeBoyd CampbellSouthwest College of Naturopathic Medicine and Health SciencesAnn CapleaWalsh UniversityMarnie ChapmanUniversity of Alaska, SitkaBarbara Christie-PopeCornell CollegeKenneth CraneTexarkana CollegeMaurice CulverFlorida State College at JacksonvilleHeather CushmanTacoma Community CollegeNoelle CutterMolloy CollegeLynnette Danzl-TauerRock Valley CollegeJane DavisAurora UniversityAnnMarie DelliPizziDominican CollegeSusan DentelWashtenaw Community CollegePamela DobbinsShelton State Community CollegePatty DolanPacific Lutheran UniversitySondra DubowskyMcLennan Community CollegePeter DukehartThree Rivers Community CollegeEllen DuPréCentral CollegeElizabeth DuPriestWarner Pacific CollegePam ElfUniversity of MinnesotaSharon EllertonQueensborough Community CollegeCarla EndresUtah State University - College of Eastern Utah: San Juan CampusMyriam FeldmanLake Washington Institute of Technology; Cascadia Community CollegeGreg FitchAvila UniversityLynn GarganTarant County CollegeMichael GiangrandeOakland Community CollegeChaya GopalanSt. Louis College of PharmacyVictor GrecoChattahoochee Technical CollegeSusanna HeinzeSkagit Valley CollegeAnn HenningerWartburg CollegeDale HorethTidewater Community CollegeMichael HortschUniversity of MichiganRosemary HubbardMarymount UniversityMark HubleyPrince George's Community CollegeBranko JablanovicCollege of Lake CountyNorman JohnsonUniversity of Massachusetts AmherstMark JonassonNorth Arkansas CollegeJeff KeyteCollege of Saint MaryWilliam KleinelpMiddlesex County CollegeLeigh KleinertGrand Rapids Community CollegeBrenda LeadyUniversity of ToledoJohn LepriUniversity of North Carolina, GreensboroSarah LeupenUniversity of Maryland, Baltimore CountyLihua LiangJohns Hopkins UniversityRobert MalletUniversity of North Texas Health Science CenterBruce MaringDaytona State CollegeElisabeth MartinCollege of Lake CountyNatalie MaxwellCarl Albert State College, SallisawJulie MayWilliam Carey UniversityDebra McLaughlinUniversity of Maryland University CollegeNicholas MitchellSt. Bonaventure UniversityShobhana NatarajanBrookhaven CollegePhillip NicoteraSt. Petersburg CollegeMary Jane NilesUniversity of San FranciscoIkemefuna NwosuParkland College; Lake Land CollegeBetsy OttTyler Junior CollegeIvan PaulJohn Wood Community CollegeAaron PayetteCollege of Southern NevadaScott PayneKentucky Wesleyan CollegeCameron PerkinsSouth Georgia CollegeDavid PfeifferUniversity of Alaska, AnchorageThomas PilatIllinois Central CollegeEileen PrestonTarrant County CollegeMike PyleOlivet Nazarene UniversityRobert RawdingGannon UniversityJason SchreerState University of New York at PotsdamLaird SheldahlMt. Hood Community CollegeBrian ShmaefskyLone Star College SystemDouglas SizemoreBevill State Community CollegeSusan SpencerMount Hood Community CollegeCynthia StandleyUniversity of ArizonaRobert SullivanMarist CollegeEric SunMiddle Georgia State CollegeTom SwensonIthaca CollegeKathleen TallmanAzusa Pacific UniversityRohinton TaraporeUniversity of PennsylvaniaElizabeth TattersallWestern Nevada CollegeMark ThomasUniversity of Northern ColoradoJanis ThompsonLorain County Community CollegeRita ThrasherPensacola State CollegeDavid Van WylenSt. Olaf CollegeLynn WandreyMott Community CollegeMargaret WeckSt. Louis College of PharmacyKathleen WeissGeorge Fox UniversityNeil WestergaardWilliston State CollegeDavid WorthamWest Georgia Technical CollegeUmesh YadavUniversity of Texas Medical BranchTony YatesOklahoma Baptist UniversityJustin YorkGlendale Community CollegeCheri ZaoNorth Idaho CollegeElena ZoubinaBridgewater State University; Massasoit Community College

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