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Concepts of Biology cover

Concepts of Biology

Published by OpenStax under the CC BY 4.0 license

Samantha FowlerClayton State UniversityRebecca RoushSandhills Community CollegeJames WiseHampton Universityand 30 more authors

Credit and license

Concepts of Biology by Samantha Fowler, Rebecca Roush and James Wise. Published by OpenStax (2013) under the Creative Commons Attribution 4.0 International License. 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.

What is inside this book

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Lessons / Principles of MarketingWhat Is Marketing?
Section 4 of 6The four Ps, and the decisions hiding inside them
0:27 / 2:01
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Question 1 of 3

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.

The correct answer stays hidden until you try the similar question below.

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Watch the explainerPrinciples of Marketing, Chapter 2
0:00 / 0:27
Similar questionWorth half the credit

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.

Students can ask the tutor about anything in the chapter; it answers from the book, names the section it used, and can quiz them.

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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Chapter 2 lessonMaya Chen
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MCMaya Chen3–78%
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All book chaptersConcepts of Biology · 21 chapters
Your sectionMKTG 3323 · 0 chapters

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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.

*Examples show the Principles of Marketing book.

From this book

The reading and the interactives

What this book itself contains: its chapters as students read them and the interactives inside them.

*Examples show the Principles of Marketing book.

The reading

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

21 chapters

21 chapters
01
Introduction to Biology
02
Chemistry of Life
03
Cell Structure and Function
04
How Cells Obtain Energy
05
Photosynthesis
06
Reproduction at the Cellular Level
07
The Cellular Basis of Inheritance
08
Patterns of Inheritance
09
Molecular Biology
10
Biotechnology
11
Evolution and Its Processes
12
Diversity of Life
13
Diversity of Microbes, Fungi, and Protists
14
Diversity of Plants
15
Diversity of Animals
16
The Body’s Systems
17
The Immune System and Disease
18
Animal Reproduction and Development
19
Population and Community Ecology
20
Ecosystems and the Biosphere
21
Conservation and Biodiversity

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 33 authors

Samantha FowlerClayton State University
Rebecca RoushSandhills Community College
James WiseHampton University
Contributing authors
Nick ReevesMt. San Jacinto CollegeJean DeSaixUniversity of North Carolina at Chapel HillBarbara KuehnerHawaii Community CollegeBrenda LeadyUniversity of ToledoLisa BoggsSouthwestern Oklahoma State UniversitySherryl BrovermanDuke UniversityDavid ByresFlorida State College at JacksonvilleBernie MarcusGenesee Community CollegeFlora MhlangaLipscomb UniversityMadeline MignoneDominican CollegeElizabeth NashLong Beach City CollegeMark NewtonSan Jose City CollegeDiana OliverasUniversity of Colorado BoulderJoel PiperbergMillersville UniversityAnn ReisenauerSan Jose State UniversityLynn RumfeltGordon CollegeMark BelkBrigham Young UniversityAaron CassillThe University of Texas at San AntonioKaren ChampCollege of Central FloridaSue ChaplinUniversity of St. ThomasDiane DayClayton State UniversityMichael RutledgeMiddle Tennessee State UniversityAnn PatersonWilliams Baptist CollegeDonald SlishSUNY PlattsburghDavid HunnicuttSt. Norbert CollegeEdward SaiffRamapo College of New JerseyBrian ShmaefskyKingwood CollegeGary ShultzMarshall UniversityAnh-Hue TuGeorgia Southwestern State UniversityElena ZoubinaBridgewater State University

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