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Introduction to Anthropology cover

Introduction to Anthropology

Published by OpenStax under the CC BY 4.0 license

Jennifer HastyUniversity of PennsylvaniaDavid G. LewisOregon State UniversityMarjorie M. SnipesUniversity of West Georgiaand 6 more authors

Credit and license

Introduction to Anthropology by Jennifer Hasty, David G. Lewis and Marjorie M. Snipes. Published by OpenStax (2022) 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.

What you need to do next

Finish one of these four activities to move on.

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Reviewed 0 of 1 incorrect question. The lesson continues after you review it.
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0:00 / 0:27
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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.

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 chaptersIntroduction to Anthropology · 20 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

How chapter 3, The Marketing Environment, opens for students: the text, its figure, and an interactive they can try.

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Prepara LabStudents do hands-on assignments in real working tools, such as a spreadsheet, inside your course.
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  2. 2Students do it in a real spreadsheet, in your course
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Prepara Evaluation StudioStudents record videos of themselves: presentations, sales pitches, oral exams.
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Peer EvaluationsStudents rate how much each teammate contributed to a group project.
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Table of contents

20 chapters

20 chapters
01
What Is Anthropology?
02
Methods: Cultural and Archaeological
03
Culture Concept Theory: Theories of Cultural Change
04
Biological Evolution and Early Human Evidence
05
The Genus Homo and the Emergence of Us
06
Language and Communication
07
Work, Life, and Value: Economic Anthropology
08
Authority, Decisions, and Power: Political Anthropology
09
Social Inequalities
10
The Global Impact of Human Migration
11
Forming Family through Kinship
12
Gender and Sexuality
13
Religion and Culture
14
Anthropology of Food
15
Anthropology of Media
16
Art, Music, and Sport
17
Medical Anthropology
18
Human-Animal Relationship
19
Indigenous Anthropology
20
Anthropology on the Ground

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 9 authors

Jennifer HastyUniversity of Pennsylvania

is an adjunct professor of African studies at the University of Pennsylvania. She studies media and politics in West Africa and the United States.

Source: openstax.org
David G. LewisOregon State University

is a member of the Confederated Tribes of Grand Ronde of Oregon. He has a PhD from the University of Oregon (2009) and is an assistant professor of anthropology and ethnic studies at Oregon State University.

Source: openstax.org
Marjorie M. SnipesUniversity of West Georgia
Chapter 7: WorkLife, and Value: Economic Anthropology
Chapter 8: AuthorityDecisions, and Power: Political Anthropology
Contributing authors
Todd A. BarnhardtPhDM. Anne BashamGateway Community College and Executive Director, Biodiversity Outreach NetworkSharon GurskyTexas A&M UniversitySydney YeagerRollins College

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