内容介绍

内容提要

销售是制约生产发展的最大瓶颈。为什么有些营销活

动成功了，而另一些失败了？其逻辑内核是什么？本书用

案例方法向一般管理者和学生演示了营销过程的各个环节

及其关键所在，是最好的市场营销学教材之一。

作者介绍

作者简介

保罗・R.麦森格，华盛顿大学俄林商学院教授。

作品目录

Table of Contents CHAPTERl Introduction to the Paradigm: Recog- nizing and Capitalizing on a Marketing Opportunity Analyze the Marketing Situation, 1 Design an Action Plan, 4 Appendix-Translating these Guidelines into Case Analysis, 7 Part 1 Analysis CHAPTER2 ConsumerAnalysis: TheHeartofthe Marketing Process Appeal to a Target Market Segment, 14 Consider the Decision Making Unit, 15 Assist in the Decision Making Process, 17 Cater to Buyer Preferences and Motivation, 20 CHAPTER 3 Competitor Analysis Understand Competitors' Positioning, 27 Assess Your Competitors, 31 Understand the Industry Structure, 32 CHAPTER 4 Company Analysis Utilize Company Skills, 40 Recognize Resource Limitations, 42 Balance Cash Flow Across Products, 42 Recognize the Organizational Structure, 45 CHAPTER 5 Community Analysis: Social, Intemational, and Legal Considerations Monitor Sodetal Trends, 50 Recognize National Cultural Differences, 52 RecognizeApplicable Busiriess Law, 55 Appendix-Antitrust Law, 65 CHAPTER 6 Product Policy Choose Appealing and Distinctive Positioning, Choose Andllaries to Enhance the Value Offer, Iteratively Design and Test New Products, Antidpate the Product Ufe Cycle, Make theProduct Line Self Reinforcing, CHAPTER 7 Pricing Policy Assess Consumer Willingness to Pay, Recognize Company Objectives, Adapt to Competitive Forces, Price to Each Consumer Segment, Price Consistently Across the Product Line, Recognize the Role of Retailers, Appendix l-Price Elasticity, Appendix 2-Break-Even Price Elasticity, CHAPTER 8 Communications Policy Choose a Strategic Objective, Conform to a Suitable Budget, Design Message to Achieve Objective, Choose Media for Reach and Impact, Provide Suitable Intensity and Timing, Measure Advertising Effectiveness, Approach Other Promotions Similarly, Appendix-SelectedAdvertising Rates, Spring 1991, CHAPTER 9 Distribution Channel Policy Determine Needed Distributional Functions, Balance Control and Transactional Costs, Suffidently Compensate the Intermediaries, Approach Forcign Entry Similarly, Appendix l-Retail Data for Grocery Categories, Appendix 2-Four Retail Design Considerations, CHAPTER lO Financial Considerations in Marketing Brcak-Even Analysis, Pro-Forma Analysis, Appendix-Derivations and Extended Comments, CHAPTERll MarketResearch Define the Problem, SelecttheTypeofData, Construct a Representative Sample, Design the Research Instrument, Gather and Summarize the Data, Appendix l-Background on Two Market Research Firms, Appendix 2-Compilation of Sources of Secondary Data, Appendix 3-Focns Group Exerdse, Appendix 4-Competitive Analysis/Library Exerdse, Appendix 5-Market Research Assignmenfc Consumer Survey to Aid in ProductDesign, Index of Tables Index of Figures Index of Extended Examples General Index