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Microbiology cover

Microbiology

Published by OpenStax under the CC BY 4.0 license

Nina ParkerShenandoah UniversityMark SchneegurtWichita State UniversityAnh-Hue Thi TuGeorgia Southwestern State Universityand 15 more authors

Credit and license

Microbiology by Nina Parker, Mark Schneegurt, Anh-Hue Thi Tu, Philip Lister and Brian M. Forster. Published by OpenStax (2016) 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

Features in every Prepara 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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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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ABAva Brooks32.591%
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MCMaya Chen3–78%
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All book chaptersMicrobiology · 26 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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Prepara LabStudents do hands-on assignments in real working tools, such as a spreadsheet, inside your course.
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Peer EvaluationsStudents rate how much each teammate contributed to a group project.
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Table of contents

26 chapters

26 chapters
01
An Invisible World
02
How We See the Invisible World
03
The Cell
04
Prokaryotic Diversity
05
The Eukaryotes of Microbiology
06
Acellular Pathogens
07
Microbial Biochemistry
08
Microbial Metabolism
09
Microbial Growth
10
Biochemistry of the Genome
11
Mechanisms of Microbial Genetics
12
Modern Applications of Microbial Genetics
13
Control of Microbial Growth
14
Antimicrobial Drugs
15
Microbial Mechanisms of Pathogenicity
16
Disease and Epidemiology
17
Innate Nonspecific Host Defenses
18
Adaptive Specific Host Defenses
19
Diseases of the Immune System
20
Laboratory Analysis of the Immune Response
21
Skin and Eye Infections
22
Respiratory System Infections
23
Urogenital System Infections
24
Digestive System Infections
25
Circulatory and Lymphatic System Infections
26
Nervous System Infections

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 18 authors

Nina ParkerShenandoah University
Mark SchneegurtWichita State University
Anh-Hue Thi TuGeorgia Southwestern State University
Philip ListerCentral New Mexico Community College

Dr. Philip Lister earned his BS in Microbiology (1986) from Kansas State University and PhD in Medical Microbiology (1992) from Creighton University. He was a Professor of Medical Microbiology and Immunology at Creighton University (1994-2011), with appointments in the Schools of Medicine and Pharmacy.

Source: openstax.org
Brian M. ForsterSaint Joseph's University

Dr. Brian M. Forster received his BS in Biology from Binghamton University and his PhD in Microbiology from Cornell University.

Source: openstax.org
Nina Parker (Content Lead)Shenandoah University

Dr. Nina Parker received her BS and MS from the University of Michigan, and her PhD in Immunology from Ohio University. She joined Shenandoah University's Department of Biology in 1995 and serves as Associate Professor, teaching general microbiology, medical microbiology, immunology, and epidemiology to biology majors and allied health students.

Source: openstax.org
Mark Schneegurt (Lead Writer)Wichita State University

Dr. Mark A. Schneegurt is a Professor of Biological Sciences at Wichita State University and maintains joint appointments in Curriculum and Instruction and Biomedical Engineering.

Source: openstax.org
Anh-Hue Thi Tu (Senior Reviewer)Georgia Southwestern State University

Dr. Anh-Hue Tu (born in Saigon, Vietnam) earned a BS in Chemistry from Baylor University and a PhD in Medical Sciences from Texas A & M Health Science Center. At the University of Alabama–Birmingham, she completed postdoctoral appointments in the areas of transcriptional regulation in Escherichia coli and characterization of virulence factors in Streptococcus pneumoniae and then became a research assistant professor working in the field of mycoplasmology.

Source: openstax.org
Contributing authors
Summer AllenBrown UniversityAnn AumanPacific Lutheran UniversityGraciela Brelles-MariñoUniversidad Nacional de la PlataMyriam Alhadeff FeldmanLake Washington Institute of TechnologyPaul FlowersUniversity of North Carolina–PembrokeClifton FranklundFerris State UniversityAnn PatersonWilliams Baptist UniversityGeorge PinchukMississippi University for WomenBen RowleyUniversity of Central ArkansasMark SutherlandHendrix College

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