The Multiple Regression Model Contribution of Individual Independent Variables Coefficient of Determination Categorical Explanatory Variables Transformation of Variables Model Building
The Payoff Table and Decision Trees Opportunity Loss Criteria for Decision Making Expected Monetary Value Expected Profit Under Certainty Return to Risk Ratio Decision Making with Sample Information Utility
What is marketing? To attract and retain customers at a profit (Drucker, 1999) To establish, develop and commercialise long-term customer relationships so that the objectives of the parties involved are met (Gronroos, 1989)
Lecture 2: Buyer Behaviour in Consumer and Organisational Markets Lecture Objectives Buyer Behaviour Consumer Decision Making Process Characteristics of Organisational Buying