1. The PowerPoint slides and summary notes for the Product element of the marketing mix have been posted to the course web site at http://www.buad307.com/PPT_notes.html .
2. A podcast on market research methods has been posted to the course web site and is accessible from the PowerPoint slides and notes page at http://www.buad307.com/PPT_notes.html .
3. Our Wall Street Journal article for next week is “Personalized Store Ads Take Off” by David Kesmodel, Oct 23, 2008, p. B5.  If you have an online subscription to the Wall Street Journal, you can access the article at http://online.wsj.com/article/SB122472576115361225.html?mod=djem_jiewr_MK .  If you do not have an online subscription, you can access the article for free through the Crocker Library.  Please see instructions at the end of this e-mail.  In preparation for our discussion and questions on the final examination, please consider the following questions and issues:
4. What do the “personalized store ads” entail?  What makes them possible?
   1. How did the response rates experienced by Stouffer’s compare to those of newspaper inserts?  Is this a fair comparison?
   2. Who makes money on the process of making the coupons available to customers?
   3. How are privacy concerns addressed?
   4. How did GlaxoSmithKline PLC, the manufacturer of Tums, use this technology?
5. Next week in lecture, we will first finish the market research material and then finish the remaining material on segmentation, targeting, and positioning.  During the latter part of class, we will begin our coverage of the “Product” element of the marketing mix.

To access this article through the Marshall Library:

1. Login to MyMarshall at https://mymarshall.usc.edu
2. Click on “Academics,” then “Marshall Library,” and then “Electronic Resources.”
3. Select the "ABI/Inform through Proquest Direct" link.
4. Click on the “Publications” tab.
5. Click on the “W” link under “Show all publications.”
6. Click on the Wall Street Journal, Eastern Edition link.
7. Click on October 23, 2008.
8. In the list of articles, find the article entitled "Personalized Store Ads Take Off; Big Marketers Start to Embrace Pitches Tailored to Reflect Shoppers' Buying Habits."  If the index structure remains static, this will probably be article #88.  To reach this, you would click on the number 9 on the bottom right corner of the screen and then select article number 88.