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Astronomy 2e cover

Astronomy 2e

Published by OpenStax, Rice University under the CC BY 4.0 license

Andrew FraknoiFromm Institute, University of San FranciscoDavid MorrisonNASA (Emeritus) and SETI InstituteSidney WolffNOIRLab (Emerita)

Credit and license

Astronomy 2e by Andrew Fraknoi, David Morrison and Sidney Wolff. Published by OpenStax, Rice University (2022) under the Creative Commons Attribution 4.0 International. Read it free at openstax.org.

Changes: none. Prepara shows the text as OpenStax published it and adds its course tools around it.

The cover on this page is Prepara's own. The OpenStax name, logo and covers are not part of the license, and OpenStax does not endorse Prepara.

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Lessons / Principles of MarketingWhat Is Marketing?
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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Based on what you missed here, I recommend you watch a short explainer on this.

Question 1

The section says the single word Product was hiding three separate jobs. What are they?

The product, the price charged, and the place it is sold. Price and Place are already their own words on the list, so they were never hiding inside Product.

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A team lists its marketing decisions and writes Product as a single line. Which three decisions does that one line quietly cover?

You answered the similar question right and earned back half the credit.

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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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All book chaptersAstronomy 2e · 30 chapters
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Drop chapters here

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.

*Examples show the Principles of Marketing book.

From this book

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*Examples show the Principles of Marketing book.

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Peer EvaluationsStudents rate how much each teammate contributed to a group project.
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Table of contents

30 chapters

30 chapters
01
Science and the Universe: A Brief Tour
02
Observing the Sky: The Birth of Astronomy
03
Orbits and Gravity
04
Earth, Moon, and Sky
05
Radiation and Spectra
06
Astronomical Instruments
07
Other Worlds: An Introduction to the Solar System
08
Earth as a Planet
09
Cratered Worlds
10
Earthlike Planets: Venus and Mars
11
The Giant Planets
12
Rings, Moons, and Pluto
13
Comets and Asteroids: Debris of the Solar System
14
Cosmic Samples and the Origin of the Solar System
15
The Sun: A Garden-Variety Star
16
The Sun: A Nuclear Powerhouse
17
Analyzing Starlight
18
The Stars: A Celestial Census
19
Celestial Distances
20
Between the Stars: Gas and Dust in Space
21
The Birth of Stars and the Discovery of Planets outside the Solar System
22
Stars from Adolescence to Old Age
23
The Death of Stars
24
Black Holes and Curved Spacetime
25
The Milky Way Galaxy
26
Galaxies
27
Active Galaxies, Quasars, and Supermassive Black Holes
28
The Evolution and Distribution of Galaxies
29
The Big Bang
30
Life in the Universe

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 3 authors

Andrew FraknoiFromm Institute, University of San Francisco
David MorrisonNASA (Emeritus) and SETI Institute
Sidney WolffNOIRLab (Emerita)

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