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市场营销案例 英文版PDF|Epub|txt|kindle电子书版本网盘下载
- （美）保罗·R.麦森格（Paul R.Messinger）著 著
- 出版社： 沈阳：东北财经大学出版社
- ISBN：7810442074
- 出版时间：1998
- 标注页数：237页
- 文件大小：13MB
- 文件页数：248页
- 主题词：
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图书目录
Table of ContentsCHAPTER 1 Introduction to the Paradigm：Recog-nizing and Capitalizing on a Marketing Opportunity1
Analyze the Marketing Situation1
Design an Action Plan4
Appendix—Translating these Guidelines into Case Analysis7
Part Ⅰ Analysis11
CHAPTER 2 Consumer Analysis：The Heart of the Marketing Process13
Appeal to a Target Market Segment14
Consider the Decision Making Unit15
Assist in the Decision Making Process17
Cater to Buyer Preferences and Motivation20
CHAPTER 3 Competitor Analysis27
Understand Competitors’Positioning27
Assess Your Competitors31
Understand the Industry Structure32
CHAPTER 4 Company Analysis39
Utilize Company Skills40
Balance Cash Flow Across Products42
Recognize Resource Limitations42
Recognize the Organizational Structure45
CHAPTER 5 Community Analysis：Social，Intemational，and Legal Considerations49
Monitor Societal Trends50
Recognize National Cultural Differences52
Recognize Applicable Business Law55
Appendix—AntitrustLaw65
Part Ⅱ Policy71
Choose Appealing and Distinctive Positioning73
CHAPTER 6 Product Policy73
Choose Ancillaries to Enhance the Value Offer80
Iteratively Design and Test New Products81
Anticipate the Product Life Cycle83
MaketheProductLineSelfReinforcing90
CHAPTER 7 Pricing Policy95
Assess Consumer Willingness to Pay96
Recognize Company Objectives96
Adapt to Competitive Forces97
Price to Each Consumer Segment104
Recognizethe Role of Retailers106
Price Consistently Across the Product Line106
Appendix 1—Price Elasticity111
Appendix 2—Break-Even Price Elasticity113
CHAPTER 8 Communications Policy115
Choose a Strategic Objective115
Conform to a Suitable Budget118
Design Message to Achieve Objective119
Choose Media for Reach and Impact121
Provide Suitable Intensity and Timin ，122
Measure Advertising Effectiveness，124
Approach Other Promotions Similarly126
Appendix—Selected Advertising Rates，spring1991129
CHAPTER 9 Distribution Channel Policy141
Determine Needed Distributional Functions142
Balance Control and Transactional Costs145
Sufficiently Compensate the Intermediaries149
Approach Foreign Entry Similarly152
Appendix 1—Retail Data for Grocery Categories155
Appendix 2—Four Retail Design Considerations157
Part Ⅲ Tools161
CHAPTER 10 Financial Considerations in Marketing163
Break-Even Analysis 163
Pro-Forma Analysis 166
Appendix—Derivations and Extended Comments173
CHAPTER 11 Market Research177
Define the Problem178
Select the Type of Data179
Construct a Representative Sample183
Design the Research Instrument189
Gather and Summarize the Data196
Appendix 1—Background on Two Market Research Firms207
Appendix 2—Compilation of Sources of Secondary Data211
Appendix 3—Focus Group Exercise217
Appendix 4—Competitive Analysis/Library Exercise219
Appendix 5—Market Research Assignment：Consumer Survey to Aidin Product Design221
Index of Tables225
Index of Figures227
Index of Extended Examples228
General Index231