Marketing to Various Consumer Groups What motivates consumers to.docx

Marketing to Various Consumer Groups
What motivates consumers to make the decisions they do? How
do health care organizations market to specific groups of
consumers? In this Discussion, you will explore these questions
and the connection between them.
Prepare for this Discussion as follows:
Review Exhibit 4-6 "The Traditional Family Life Cycle" on
page 144 in Essentials of Health Care Marketing. Then, look at
Figure 4-6 "The Modernized Family Life Cycle" on page 145 of
this text. In addition, you may have additional modifications to
these two diagrams that you would like to make based on
contemporary conceptions of individuals and families. Where
would you place yourself in a contemporary life cycle? With
this in mind, consider what is important to you as a health care
consumer. Reflect on insights from the Learning Resources
regarding buyer behavior and think about various sociocultural
influences that may affect your choices. How do you think
decision-making sequences might differ for you as opposed to a
selection of other consumer types?
Next, change your perspective from one of a consumer to one of
a provider. Bring to mind an actual health care organization that
offers a particular product or service of interest to you. Suppose
this organization wanted to appeal to you as a consumer. How
would you expect this organization to apply the information on
market segmentation presented in Chapter 6 of the text? What
elements of product strategy outlined in Chapter 8 of the text
are relevant for the product or service you have selected?
APA GUIDELINES IN CITE CITATION
1 PAGE THIS IS A QUESTION
ANSWER THE FOLLOWING:
Describe where you would place yourself within a contemporary
life cycle. Explain how your personal characteristics as well as
sociocultural dimensions influence the choices you make as a

health care consumer. Also discuss how decisions might differ
for other groups of consumers.
Identify a particular product or service, and explain how an
organization might engage in market segmentation and product
strategy to appeal to you as a potential customer.
Exhibit 4-6 The Traditional Family Life Cycle from the book
THE TRADITIONAL FAMILY CYCLE
Stage
1. Bachelors’ stage: young single people not living at home.
Characteristics
Few financial burdens. Fashion opinion leaders. Recreation
oriented. Buy : basic kitchen equipment basic furniture, cars,
equipment for the mating game, vacations.
Stage
2. Newly married couples young no children
Characteristics
Better off financially than they will be in the near
future. Highest purchase rate and highest average purchase of
durables. Buy cars, refrigerators, stove, sensible and durable
furniture, vacations.
Stage
3. Full nest 1; youngest child under six
Characteristics
Home purchasing at peak. Liquid assets low.
Dissatisfied with financial position and amount of money saved.
Interested in new products. Like advertised products. Buy:
washers, dryers, TV, baby food, chest rubs and cough
medicines, vitamins, dolls, wagons, sleds, skates.
Stage
4. Full nest II; youngest child six or over six
Characteristics
Financial position better. Some wives work. Less influenced by
advertising. Buy larger sized packages, multiple unit deals.
Buy: Many foods, cleaning materials, bicycles, music lessons,
pianos.

Stage
5. Full nest III; older married couples with dependent
children
Characteristics
Financial position still better. More wives work. Some
children gets jobs. Hard to influence with advertising. High
average purchase of durables. Buy: New, more tasteful
furniture, auto travel, non-necessary appliances, boats, dental
services, magazines.
Stage
6. Empty nest I; older married couples, no children living
with them, head in labor force
Characteristics
Homeownership at peak, most satisfied with financial
position and money saved. Interested in travel, recreation, self
education. Make gifts and contributions. Not interested in new
products. Buy: vacations, luxuries, home improvements.
Stage
7. Empty nest II; older married couples, no children living
at home, head retired
Characteristics
Drastic cut in income. Keep home. Buy: Medical
appliances, medical care, products which aid health, sleep, and
digestion.
Stage
8. Solitary survivor, in labor force
Characteristics
Income still good but likely to sell home
Stage
9. Solitary survivor, retired
Characteristics
Same medical and product needs as other retired group; drastic
cut in income. Special need for attention, affection and security.

DeVry University
Student Lab Activity
BIS 345 Data Analysis for Decision Making
Lab 3 Student Answer Sheet
Student Name:
Using Lab 3, answer the questions and provide copies of your
SQL Statements and/or results for each Section listed below
Part AJoin two tables (4 points)
a. Paste your SQL Statement here:
b. Screen print your results and paste here:
Part B: Join two tables and apply WHERE clause (4 points)
Part C: Inner join two tables (4 points)
Part D: Inner join two tables and apply WHERE clause -
Practice # 1 (5 points)
c. Paste your SQL Statement here:
d. Screen print your results and paste here:
Part E: Inner join two tables - Practice #2 (5 points)
Part F:Inner join two tables - Practice #3 (5 points)
Part G: Join two tables with sub-query - Practice # 1 (5 points)

Part H: Join two tables with sub-query -Practice #2 (5 points)
b. Screen print your results and paste here
Part I: Single table join (5 points)
Part J: Complex join (5 points)
Copyright © 2010 by DeVry Educational Development
Corporation.
All rights reserved. No part of this work may be reproduced or
used in any form or by any means – graphic, electronic, or
mechanical, including photocopying, recording, Web
distribution or information storage and retrieval systems –
without the prior consent of DeVry Educational Development
Corporation.
.
Lab3_Questions.docxPage 2 of 2
DeVry University
Student Name:
Part A: Employee List (4 points)
a. What does Left function do?
Part B: Date Function (4 points)

a. How do you display the year part of a date?
b. Paste your SQL Statement here:
c. Screen print your results and paste here:
Part C: Using a Calculation in a Query (4 points)
a. Paste your SQL Statement here
Part D:Practice SUM function (5 points)
Part E: Practice Average, Maximum, and Minimum function (5
points)
Part F: Practice function when value is NULL (5 points)
Part G: Using GROUP BY clause (5 points)
Part H: Using function on WHERE clause (5 points)
Part I: Using function to calculate date difference (5 points)
Part J:Using conversion function (5 points)
a. What do you use to convert the numerical data into
VARCHAR data type?
Corporation.

Corporation.
.
DeVry University
Student Name:
Part A: Customer List (4 points)
a. What does the ORDER BY clause do?
Part B: Customer List with only customers In France or
Germany (4 points)
a. What do you need to fill in the WHERE clause?
Part C: Using a Calculation in a Query (5 points)
a. Screen print your results and paste here:
Part D:Products that are discontinued (5 points)
a. What condition should you put on WHERE clause?
Part E: Practice using the BETWEEN operator(5 points)
a. What condition should you put after the WHERE clause when

using the BETWEEN operator?
Part F: Practice using the “IN” operator (5 points)
a. What does the “IN” operator do?
Part G: Understanding “NULL” (5 points)
a. What is NULL?
b. How is NULL different from blank spaces?
c. Can NULL only be used with IS operator?
d. What if you change the “IS” operator to “=”?
e. Screen print your results and paste here:
Part H: Using a composite condition (5 points)
a. What did you put in the where clause?
b. Is ShipCountry = ‘France’ the same as SHIPCOUNTRY =
‘France’?
c. Is ShipCountry= ‘France’ the same as ShipCountry=
‘FRANCE’?
d. Are the column, table and value parts of the SQL script case
sensitive?
e. Paste your SQL Statement here:
f. Screen print your results and paste here:
Part I: Using a “DATE” type variable and Concatenating
Column Output (5 points)
a. In the Select Statement, how does SELECT FirstName + ' ' +
LastName as "Name" affect the output results?
Part J: Using the “LIKE” operator and the “%” wildcard(6
points)
a. What did you put in the WHERE clause's LIKE operator?
b. What would happen if you did not use the “%” wildcard with
the LIKE operator?

Corporation.
Corporation.
.
Answers for Lab1:
Question 1. Customer List
Answer: Select CompanyName, ContactName, Phone, Address,
City from Customers
Order By CompanyName, Country;
Question 2. Customer List with only Customers in France or
Germany
Answer: Select CompanyName, ContactName, phone from
Customers
Where country in ('France', 'Germany')
Order By CompanyName, Country;
Question 3. Using a Calcution a in Query
Answer: Select ProductName, UnitPrice, UnitsInStock,
to_char(UnitPrice*UnitsInStock, '$99999') as
"Total Value" from Product
Order By "Total Value" DESC;
Question 4. Products that are discontinued

Where Discounted='True'
Question 5. Practice Using the between operator
Where Discounted='True' and UnitsInStock Between 100 and
200
Question 6. Practice using the IN operator
Answer: Select CompanyName, ContactName, Address, City,
Region, PostalCode, Country, Phone, Fax
From Suppliers
Where Country IN ('Canada','Brazil','USA')
Order By CompanyName;
Question 7. Understanding NULL
Answer: Select CompanyName, ContactName, Phone from
Customers
Where Fax is Null
Order By CompanyName;
Question 8. Using a Composite condition
Answer: Select OrderID, OrderDate, ShipVia, Freight,
ShipCountry from Orders
Where Freight >50 and ShipCountry='USA';
Question 9. Using a date type variable and Concatenating
column

Answer: Select FirstName+' '+LastName as "Name", Title,
HireDate from Employees
Where HireDate>'1/1/1994'
Order By LastName;
Question 10.Using the like operator and the %wildcard
Answer: Select ProductName from Products
Where ProductName LIKE '%tofu%';
Answers for Lab2:
Question 1. Employee List
Answer: Select TitleOfCourtesy + ' ' + Left(FirstName,1) + '. '
+ LastName as FullName, Title, HireDate
From Employees Order by FullName;
Question 2. Date function
Answer: Select TitleOfCourtesy + ' ' + Left(FirstName,1) + '. '
+ LastName as FullName, Title,
DatePart(yy,HireDate) as Year From Employees Order by
FullName;
Question 3.Using a Calculation in query
Answer: Select Country, Count(CustomerID) as Total from
Customers
Group by Country Order by Total DESC;
Question 4. Practice SUM function
Answer: Select Count(ProductID) as Products,
SUM(unitinstock) as QUantity from Products
Where Discontinued ='True';

Question 5. Practice Average, Maximum, Minimum function
Answer: Select AVG(DateDiff(YY,BirthDate, GetDate())) as
"AVG AGE", MAX(DateDiff(YY,BirthDate,
GetDate())) as "Oldest", MIN(DateDiff(YY,BirthDate,
GetDate())) as "Youngest" from Employees;
Question 6. Practice function when value is null
Answer: Select CompanyName, City, IsNull(Region, 'N/A') as
Region, Country From Customers;
Question 7. Using Group By clause
Answer: Select CategoryID, Count(ProductID) as "No of
Products" from Products
Group By CategoryID;
Question 8. Using the HAVING function on WHERE clause
Answer: Select CategoryID, Count(ProductID) as "No of
Products" from Products
Group By CategoryID
Having Count(ProductID)<10;
Question 9. Using function calculating date difference
Answer: Select AVG(DateDiff(d, OrderDate,ShippedDate)) as
"Avg Days to Ship" from Orders;
Question 10: Using conversion function
Answer: Select OrderID, ProductID, UnitPrice, Quantity,
COnvert(Varchar,convert(money,Quantity*UnitPrice*(1-
Discount)),1) as "Ext Price" from [Order Details];
Answers for Lab3:
Question 1. Join two tables
Answer: Select R.RegionDescription, T.TerritoryDescription
from Region R

INNER JOIN Territory T
ON R.RegionID=T.RegionID Order BY
R.R.RegionDescription,T.TerritoryDescription;
Question 2. Join two tables and apply WHERE clause
Answer: Select C.CategoryName, P.ProductName, P.UnitPrice,
P.UnitsInStock, P.ReorderLevel From
Categories C INNER JOIN Products P
ON C.CategoryID=P.CategoryID
Where P.UnitsInStock<P.ReorderLevel Order By
C.CategoryName,P.ProductName;
Question 3. Inner join two tables
Answer: Select
OR.OrderID,OR.OrderDate,ORD.ProductID,ORD.UnitPrice,OR
D.Quantity From Orders OR
INNER JOIN [Order Details] ORD
ON OR.OrderID=ORD.OrderID;
Question 4. Inner join two tables and apply WHERE clause
Answer: Select E.LastName, E.FirstName, O.OrderID,
O.OrderDate From Employees E
INNER JOIN Orders O
ON E.EmployeeID=O.EmployeeID
Where E.LastName='Callahan' AND E.FirstName='Laura';
Answer: Select P.ProductID, P.ProductName,S.CompanyName
as "Supplier", S.City From Products P
INNER JOIN Suppliers S
ON P.SupplierID=S.SupplierID;

Answer: Select O.OrderID,O.ShippedDate,S.CompanyName
From Orders O
INNER JOIN Shippers S ON O.ShipVia=S.ShipperID;
Question 7. Join two tables with sub query
Answer: Select ProductName, UnitPrice From Products
Where UnitPrice < (Select AVG(UnitPrice) as AvgPrice From
Products);
Question 8. Join two tables with sub query
Answer: Select ProductName, ProductID, UnitPrice From
Products
Where UnitPrice<(Select UnitPrice From Products Where
ProductName='Chai');
Question 9. Single table join
Answer: Select
CompanyName,OrderID,RequiredDate,ShippedDate From
[Orders Qry]
where RequiredDate<ShippedDate;
Question 10. Complex join
Answer: Select CategoryID, CategoryName, Max(ProductSales)
as MaxSales, Min(ProductSales) as
MinSales, Avg(ProductSales) as AvgSales from [Sales by
Category]
Group By CategoryID, CategoryName
Order By CategoryName;
BIS345-3/3_iLab_instructions.docx
19

BIS345: Data Analysis for Business
Lab 3: Table Joins, SubQueries, and Views
Overview
Using the Northwind database, you have been requested to
select data for specific needs. Once selected, your data will be
presented to management. You will have to determine which
fields are the most appropriate ones to be selected. Do not
include any fields that management does not need to see.
Below is a screenshot of the Northwind database schema:
You will log into our Citrix Server, access the SQL Server and
the Northwind database, and then write some queries using
SQL. These queries extract information from a single table.
Review the Guide to SQL Server Management Studio 2008,
located in the Doc Sharing tab of the course. Your instructor
will provide you with the server name.
Now you are in the SQL Server Management Studio.
1. Expand the Databases folder by clicking on the plus sign to
its left; the number and names of the databases in the image
may differ from the ones in your environment. You should have
a database named either Northwind, or BIS345_Northwind.
Locate the Northwind database and expand it to see the tables;
you can further expand a table to see the columns in each table:

2. Click on the New Query tool on the far left-hand side of the
toolbar to open the Query Window. If you are asked to connect
to the database again, just click connect. You will enter your
SQL statements in this window.
Before you begin, you need to select the correct database.
Currently, the Master database is selected. Click on the
dropdown of available databases on the toolbar (it currently
says master) and select the Northwind database:
Now you’re ready to write some SQL Queries, starting with Part
A.
Part A
Northwind Traders has divided the sales area into territories.
Produce a list of regions and all territories in each region. The
list must be in alphabetical order.
As you prepare to create this query, decide what information
needs to be displayed – these details will be listed in the
SELECT clause. Review the tables to determine what tables to
use – these will be listed in the FROM clause. Determine the
field(s) needed to order the output – this will be listed in the
ORDER BY clause. If more than one table is needed, how will
these tables be joined?
1. Using the query window, type the SELECT statement needed

to produce the desired results. The SQL is given below. After
you’ve typed your query, click on the Execute button to run the
query and see the results
The first rows of your result set should look like this:
2. Open up the Lab 3 Student Answer Sheet located in the Doc
Sharing, and answer the questions related to this part of the lab.
3. You must provide copies of your SQL statement and/or
results. You may be asked to take a screenshot or cut and paste
the SQL into the Word document. Follow the instructions on
your Lab Answer Sheet.
(To take a screenshot, press CTRL-ALT-PRINTSCREEN.
Nothing appears to happen on your screen, but this set of
keystrokes places a picture of your screen on the clipboard. In
Word, just put your mouse where you want the screenshot to go,
and then right click and press Paste. The screenshot will appear
in your Word document after a few seconds).
Part B
Each product is assigned to a specific category. Produce a list
showing category name, product name, unit price, the number of
items in stock, and the reorder level. Only show the products in
which the number of items in stock is less than the reorder
level. Order the list in category-name order, and then in
product-name order.
This problem requires a new SQL statement. Read the problem

statement carefully and then review the tables.
1. You can either work in the current query window by deleting
the existing statement that has already been pasted into your
Word document, or open a new query window by clicking on the
New Query tool on the toolbar. You should still be accessing
the Northwind database.
2. The SQL that accomplishes this task is listed below. Type it
into your SQL Window:
3. Press the Execute Button. A partial result set is displayed
below:
4. Answer the questions under Part B of your Lab Answer
Sheet, and paste the first SELECT statement and a screenshot of
the result set into a Microsoft Word document. Your SQL must
be cut and pasted from your SQL window, and should NOT be a
screenshot. However, you should use a screenshot of the result
set as you did in the previous question. The screenshot should
show at least the first 10 rows of the results.
Part C
The 'Orders' and 'Order Details' tables contain the data relating
to current invoices. Provide a list showing order id, order date,
product id, unit price, and quantity ordered.

2. Build the statement step-by step:
a. From what tables will this information come? Order id and
order date are in Orders; product id, unit price, and quantity
ordered are in Order Details.
b. What is the joining field between these tables? OrderID.
A partial list of results returned will be:
Try the statement on your own; if you have problems, check the
solution at the end of this document.
3. Answer the questions under Part C of your Lab Answer
Part D
Show all orders for employee, Laura Callahan. Include Order
ID, order date, employee last name, and first name.

a. From what tables will this information come? Order id and
order date come from the Orders table; the employee last name
and first name fields come from Employees.
b. What is the joining field between these tables? EmployeeID.
c. The problem is asking for the orders for one particular
employee.
d. What field(s) will the WHERE clause need to test?
3. Answer the questions under Part D of your Lab Answer
Part E
Produce a list of all products and the name of the supplier of
each product; also list the city where the supplier is based.

a. From what tables will this information come? Product name
comes from the Products table; the supplier name and city fields
come from the Suppliers table.
b. What is the joining field between these tables? SupplierID.
3. Answer the questions under Part E of your Lab Answer Sheet,
and paste the first SELECT statement and a screenshot of the
result set into a Microsoft Word document. Your SQL must be
cut and pasted from your SQL window, and should NOT be a
Part F
Produce a list showing all order ids and the date that they were
shipped. Include the name of the shipping company.

a. From what tables will this information come? Order ID and
order date comes from the Orders table; the shipping company
name comes from the Shippers table.
b. What is the joining field between these tables? ShipVia.
(This time, the join field is not the same name in both tables).
3. Answer the questions under Part F of your Lab Answer Sheet,
Part G
Produce a list of products in which the product price is less than

the average product price.
2. Build the statement step-by-step:
a. There are two questions in this problem – what is the average
price of all products and what products have a price that is less
than the average? To answer both questions in one statement,
we will need a subquery.
b. The subquery will return the average price.
c. The main query will list all products in which the price is less
than the average price returned from the subquery.
d. What fields have been requested? These fields will be in the
field list of the main query.
3. Answer the questions under Part G of your Lab Answer

Part H
List all of the products that have a price less than the price of
Chai. List product id, product name, and price fields.
a. There are two questions in this problem – what is the price of
Chai and what other products are less than that price? To
answer both questions in one statement, we will need a
subquery.
b. The subquery will return the price of Chai.
c. The main query will list all products in which the price is less
than the price returned from the subquery.
d. What fields have been requested? These will be in the field
list of the main query.
3. Answer the questions under Part H of your Lab Answer

Part I
The company would like to check the efficiency of our shipping
department. Provide a list of all orders that were shipped after
their required date. Use the [Orders Qry] view; display the
company name, order id, date that the order was required, and
the date that it was shipped.
a. From what table will this information come? Orders Qry
view.
b. What fields are required from the view?
c. Only certain rows are required. What will the WHERE clause
be?

3. Answer the questions under Part I of your Lab Answer Sheet,
set just as you did in the previous question. The screenshot
should show at least the first 10 rows of the results.
Part J
The [Sales by Category] view contains a list of total product
sales for each product in each category. Using this view,
provide a list showing the average, maximum, and minimum
sales amount for each category. Include the category id and the
category name in the result. Order the result by category name.
2. Read the problem statement carefully and then review the
tables. Build the statement step-by-step:
a. This statement will use a view and no tables. (FROM clause)
b. What fields have been requested? The average, maximum,
and minimum sales for each category, so include both category
id and name. (SELECT clause)
c. What aggregate functions will you need?
d. What field will you group on?
A partial result set will be:

3. Answer the questions under Part J of your Lab Answer Sheet,
set just as you did in the previous question. The screenshot
should show at least the first 10 rows of the results.
You have now completed Lab 3. Well done! Submit your Word
document to the Week 3 iLab Dropbox.
(
Solution
s to Problems 3-10 are listed below).
SQL

Marketing to Various Consumer Groups What motivates consumers to.docx

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