- 作 者：（美）保罗·R.麦森格（Paul R.Messinger）著
- 出 版 社：沈阳：东北财经大学出版社
- 出版年份：1998
- ISBN：7810442074
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Table of ContentsCHAPTER 1 Introduction to the Paradigm：Recog-nizing and Capitalizing on a Marketing Opportunity 1
Analyze the Marketing Situation 1
Design an Action Plan 4
Appendix—Translating these Guidelines into Case Analysis 7
Part Ⅰ Analysis 11
CHAPTER 2 Consumer Analysis：The Heart of the Marketing Process 13
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 27
Understand Competitors’Positioning 27
Assess Your Competitors 31
Understand the Industry Structure 32
CHAPTER 4 Company Analysis 39
Utilize Company Skills 40
Balance Cash Flow Across Products 42
Recognize Resource Limitations 42
Recognize the Organizational Structure 45
CHAPTER 5 Community Analysis：Social，Intemational，and Legal Considerations 49
Monitor Societal Trends 50
Recognize National Cultural Differences 52
Recognize Applicable Business Law 55
Appendix—AntitrustLaw 65
Part Ⅱ Policy 71
Choose Appealing and Distinctive Positioning 73
CHAPTER 6 Product Policy 73
Choose Ancillaries to Enhance the Value Offer 80
Iteratively Design and Test New Products 81
Anticipate the Product Life Cycle 83
MaketheProductLineSelfReinforcing 90
CHAPTER 7 Pricing Policy 95
Assess Consumer Willingness to Pay 96
Recognize Company Objectives 96
Adapt to Competitive Forces 97
Price to Each Consumer Segment 104
Recognizethe Role of Retailers 106
Price Consistently Across the Product Line 106
Appendix 1—Price Elasticity 111
Appendix 2—Break-Even Price Elasticity 113
CHAPTER 8 Communications Policy 115
Choose a Strategic Objective 115
Conform to a Suitable Budget 118
Design Message to Achieve Objective 119
Choose Media for Reach and Impact 121
Provide Suitable Intensity and Timin ， 122
Measure Advertising Effectiveness， 124
Approach Other Promotions Similarly 126
Appendix—Selected Advertising Rates，spring1991 129
CHAPTER 9 Distribution Channel Policy 141
Determine Needed Distributional Functions 142
Balance Control and Transactional Costs 145
Sufficiently Compensate the Intermediaries 149
Approach Foreign Entry Similarly 152
Appendix 1—Retail Data for Grocery Categories 155
Appendix 2—Four Retail Design Considerations 157
Part Ⅲ Tools 161
CHAPTER 10 Financial Considerations in Marketing 163
Break-Even Analysis 163
Pro-Forma Analysis 166
Appendix—Derivations and Extended Comments 173
CHAPTER 11 Market Research 177
Define the Problem 178
Select the Type of Data 179
Construct a Representative Sample 183
Design the Research Instrument 189
Gather and Summarize the Data 196
Appendix 1—Background on Two Market Research Firms 207
Appendix 2—Compilation of Sources of Secondary Data 211
Appendix 3—Focus Group Exercise 217
Appendix 4—Competitive Analysis/Library Exercise 219
Appendix 5—Market Research Assignment：Consumer Survey to Aidin Product Design 221
Index of Tables 225
Index of Figures 227
Index of Extended Examples 228
General Index 231