Marketing handbook: 1. Marketing practices
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| Other Authors: | , |
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| Format: | Book |
| Language: | English |
| Published: |
Homewood, Ill.
Dow Jones-Irwin
1985
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| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XXII, 630 S. Ill., graph. Darst. |
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| 049 | |a DE-384 |a DE-473 |a DE-703 |a DE-188 | ||
| 245 | 1 | 0 | |a Marketing handbook |n 1. |p Marketing practices |c ed. by Edwin E. Bobrow ; Mark David Bobrow |
| 264 | 1 | |a Homewood, Ill. |b Dow Jones-Irwin |c 1985 | |
| 300 | |a XXII, 630 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 700 | 1 | |a Bobrow, Edwin E. |4 edt | |
| 700 | 1 | |a Bobrow, Mark David |0 (DE-588)170009106 |4 edt | |
| 773 | 0 | 8 | |w (DE-604)BV003935834 |g 1 |
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| adam_text | CONTENTS
PARTI
MARKETING PRINCIPLES
1 MARKETING FOR THE 80S ED FLANAGAN 3
OVERVIEW. CHALLENGES AND HOW TO MEET THEM. NEW PRINCI-
PLES THAT WILL APPLY IN THE 80S: BALANCE. DISCIPLINE. RE-
SPONSIVENESS. TEAMWORK. GLOBAL VIEWPOINT. EDUCATION:
THE CONCEPT OF LIFE-LONG LEARNING.
2 CHANGE: ITS IMPACT ON MARKETING BELDEN MENKUS 9
DEFINITIONS. STRATEGIC OPTIONS: INACTION. REACTION. ACTION.
TACTICAL POSSIBILITIES: REORIENTATION. INNOVATION. THE
THRUST OF CHANGE. BEING PREPARED: STUDY. REVIEW. REDIS-
COVER IMAGINATION. PLAN.
3 MARKETING VALUE VERSUS MARKETING PRODUCTS/SERVICES
HOWARD BERRIAN 16
DEFINE AND COMMUNICATE THE VALUE STRATEGY. BALANCE THE
VALUE-PROVIDING/VALUE-SEEKING SCALE. PRICE ACCORDING TO
VALUE. GAIN TOTAL COMPANY COMMITMENT. AUDIT VALUE-
PROVIDING PERFORMANCE.
4 CONSUMER GOODS MARKETING HARVEY STEIN 29
ELEMENTS OF THE MARKETING MIX: PRODUCT PLANNING. PRICING.
DISTRIBUTION. PROMOTIONAL STRATEGY. PROMOTIONAL MIX: AD-
VERTISING. SALES PROMOTION. PERSONAL SELLING. PUBLIC RELA-
TIONS. PUSH VERSUS PULL MARKETING: PULL/PUSH*PUSH/PULL.
GOALS AND OBJECTIVES. PULL STRATEGY. PUSH STRATEGY. EVALU-
ATING THE INFLUENCE OF THE MARKETPLACE: INFORMATION. IN-
CREASED DEMAND. MARKET PERCEPTION OF PRODUCT DIFFERENTI-
ATION. DEVELOPMENT OF PRODUCT WORTH. MAINTENANCE OF
SALES POSITION. DEFENSE OF POSITION. OTHER INFLUENCES. COM-
PETITIVE CLIMATE. ECONOMIC CLIMATE. CONSUMER CLIMATE.
XIII
XIV CONTENTS
PRODUCT COSTS. ADVERTISING COSTS. THE PRODUCT LIFE CYCLE.
SELECTING YOUR STRATEGY: PUSH STRATEGY. MARKETING CONSID-
ERATIONS. PROMOTIONAL MIX. PULL STRATEGY.
5 INDUSTRIAL MARKETING THOMAS C. JONES 50
DEFINING INDUSTRIAL DISTRIBUTION: ITS IMPORTANCE AND COM-
PONENTS: WHY ARE BOTH CHOOSING AND MANAGING THE CHAN-
NELS CRITICAL? THE SMALL COMPANY WITH THE RIGHT DISTRIBU-
TION CHANNEL AND THE WRONG MARKET SHARE. WHAT IS THE
INDUSTRIAL BUYER S PROBLEM, AND WHAT COMPLICATES THE
BUYING PROCESS? THE BUYER AND THE SELLER*WHO S LEADING
THE DANCE? WHAT ARE TODAY S TRENDS? WHAT IS INDUSTRIAL
DISTRIBUTION? WHAT ARE THE 10 FUNCTIONS PERFORMED IN THE
DISTRIBUTION CHANNEL? BUYING AND SELLING. MARKET INFORMA-
TION GATHERING. ASSORTING. FINANCING. INSTALLATION AND
SERVICING. WELL-DESIGNED MARKETING CHANNELS MAKE THE
TRADE-OFFS NECESSARY TO GET EACH OF THE FUNCTIONS PER-
FORMED EFFICIENTLY. WHAT ARE THE FIELD SALES OPTIONS?
SWITCHING CHANNELS*WHEN SHOULD YOU CONSIDER IT? DI-
RECT, INDIRECT, OR A MIXTURE*WHAT ARE THE WHYS AND
HOWS OF DISTRIBUTORS AND SALES REPRESENTATIVES? HOW TO
GET GOOD RESULTS FROM REPSLDISTRIBUTORS.
6 MARKETING TO THE PUBLIC SECTOR STEVEN E. PERMUT, JR. AND
LLOYD B. CHAISSON 71
INTRODUCTION. MARKET STRUCTURE OF THE PUBLIC SECTOR. THE
SIX PS OF PUBLIC SECTOR MARKETING: PROCEDURE. PUBLIC AC-
COUNTABILITY. PRODUCT. PRICE. PROMOTION. PLACE OF DISTRIBU-
TION. TARGETING YOUR STRATEGY. SOURCES OF STATE AND LOCAL
GOVERNMENT MARKETING INFORMATION: FEDERAL SOURCES OF
STATE AND LOCAL GOVERNMENT MARKETING DATA AND INFORMA-
TION. ASSOCIATIONS SERVING STATE AND LOCAL GOVERNMENT.
7 SERVICES MARKETING GREGORY D. UPAH 95
GOODS-SERVICES DIFFERENCES THAT MAKE A DIFFERENCE IN
MARKETING. DEALING WITH INTANGIBILITY: THE NEED FOR EFFEC-
TIVE IMPRESSION MANAGEMENT: COMMUNICATIONS. PEOPLE.
THE INTERACTION PROCESS. ATMOSPHERICS OR DESIGN. IMPLICA-
TIONS OF THE IMMEDIATE PERISHABILITY OF SERVICES. DEALING
WITH LACK OF TRANSPORTABILITY. DEGREE OF PERSONAL INTERAC-
TION: THE NEED FOR QUALITY CONTROL AND STANDARDS OF PERFOR-
MANCE FOR KEY EMPLOYEES. COMMUNICATION OF THE EXISTENCE
OF THESE QUALITY ASSURANCE SYSTEMS TO CUSTOMERS.
CONTENTS
8 INTERNATIONAL MARKETING ROBERT C. VEREEN 109
AMERICA S NEED TO EXPORT. WHAT ARE THE OPPORTUNITIES? IF
IT S SO EASY, WHY ISN T EVERYBODY DOING IT? HOW CAN THE
PROBLEMS BE SOLVED? IF YOU WANT TO SELL, WHAT ARE YOUR
CHOICES? SOURCES OF INFORMATION. PROGRAMS AND SERVICES:
EXPORT COUNSELING. TRADE OPPORTUNITIES PROGRAM (TOP).
EXPORT MAILING LIST SERVICE (EMLS). TRADE LISTS. AGENT/
DISTRIBUTOR SERVICE. WORLD TRADERS DATA REPORT (WTDR).
PRODUCT MARKETING SERVICE (PMS). NEW PRODUCTS USA PRO-
GRAM (NPIS). INTERNATIONAL MARKET SEARCH. JOINT-VENTURE/
FOREIGN LICENSEE PROGRAM. CATALOG EXHIBITIONS. TRADE
MISSIONS TRADE SHOWS ABROAD. COMMERCIAL EXHIBITIONS.
TECHNICAL SALES SEMINARS. TRADE COMPLAINTS AND INQUIRY
SERVICE. MAJOR EXPORT PROJECTS PROGRAM. EXPORT CONTROL
SERVICE. EXPORT SEMINARS, CONFERENCES, AND WORKSHOPS.
CONTACT FACILITATION SERVICE*EXPORT TRADING COMPANIES.
COMMERCIAL PUBLISHERS. INFORMATION SOURCES FOR EXHIBITING
INTERNATIONALLY.
9 THE MODULAR MARKETING PROCESS CHARLES W. STRYKER 130
INTRODUCTION. MODULAR MARKETING*OVERVIEW: THE FRONT-
END ANALYSIS. BACK-END PROCESSING. MEASUREMENT. METH-
ODS OF MODULAR MARKETING: MODULE 1*MARKET ANALYSIS.
MODULE 2*PROSPECT IDENTIFICATION. MODULE 3*MARKETING
COMMUNICATION MODULE. MODULE 4*RESPONSE SCREENING.
MODULE 5*AWARENESS BUILDING. MODULE 6*DEVELOP PRO-
POSALS/QUOTATIONS. MODULE 7*CLOSE CONTRACT. MODULE 8*
TRACKING. MODULE 9*EVALUATION. WHY AREN T ALL HIGH-PO-
TENTIAL PROSPECTS CONVERTED TO ORDERS? SEGMENT I:
NONRESPONDENTS TO DIRECT MARKETING PROGRAM. SEGMENT 2:
RESPONDENTS!NONBUYERS. SEGMENT 3: BUYERS. HOW TO BE-
GIN*THE WORKSHOP.
10 PURCHASE BEHAVIOR DICK BERRY 148
INTRODUCTION. IN SEARCH OF A BEHAVIORAL THEORY: TASK-ORI-
ENTED MODELS. THE PURCHASING PROCESS: MOTIVATED BEHAV-
IOR. A DRIVE-EXPECTANCY THEORY OF PURCHASE BEHAVIOR.
11 PRODUCT LIFE CYCLE JOHN A. MURRAY 163
CHARACTERISTICS OF THE PRODUCT LAUNCH. CHARACTERISTICS OF
EARLY GROWTH. CHARACTERISTICS OF MATURITY. A SECOND CY-
CLE: FLANKERS. PRODUCT DECLINE. IS THE THEORY WORKABLE?
PRODUCT IMPROVEMENT. THE PRODUCT IMPROVEMENT TEAM.
CONSUMER RESEARCH.
XVI CONTENTS
PART 2
RESEARCH
12 FINDING THE RIGHT RESEARCH RESOURCES JAMES LAZARUS 175
SECONDARY RESEARCH. PRIMARY RESEARCH. SELECTING AGENTS
AND FIELD RESEARCH RESOURCES.
13 MARKET SURVEYS: PRACTICES AND PROCEDURES
EDWARD EPSTEIN 184
TYPES OF SURVEYS: DEVELOPMENTAL SURVEYS. EVALUATIVE RE-
SEARCH. STEPS IN CONDUCTING A SURVEY: DETERMINING THE
PROBLEM OR NEED. STUDY DESIGN. QUESTIONNAIRE DESIGN.
SAMPLING. DATA COLLECTION. DATA PROCESSING. ANALYSIS AND
PRESENTATION.
14 RESEARCH ALTERNATIVES FOR INDUSTRIAL MANUFACTURERS
RONALD N. PAUL 206
INTRODUCTION. DIFFERENCES AND SIMILARITIES BETWEEN CON-
SUMER AND INDUSTRIAL MARKETING RESEARCH: DIFFERENCES.
SIMILARITIES. TYPES AND MAJOR CATEGORIES OF RESEARCH: IM-
AGE ASSESSMENT. PRESENT PRODUCT RESEARCH. PRESENT MAR-
KET RESEARCH. NEW-PRODUCT STUDIES. NEW-MARKET RE-
SEARCH. COMPETITIVE ANALYSIS. PRICING RESEARCH.
ACQUISITION IDENTIFICATION AND/OR EVALUATION STUDIES. INTER-
NATIONAL STUDIES. NONMARKETING APPLICATIONS. ORGANIZATION
AND CONDUCT OF RESEARCH PROGRAMS: ESTABLISHING GOALS AND
OBJECTIVES. PLANNING THE STUDY. IDENTIFYING SOURCES AND
DATA NEEDED. COLLECTING THE DATA. INTERPRETING THE RESULTS
AND COMMUNICATING THE FINDINGS. IMPROVING THE USEFUL-
NESS AND CONTRIBUTION OF MARKETING RESEARCH.
15 SERVICES MARKETING RESEARCH SHELLEY WILENSKY 221
THE NEED FOR MARKET INTELLIGENCE. THE ROLE OF MARKETING
RESEARCH. HOW SERVICES AND PACKAGED GOODS MARKETING
DIFFER. KNOWING YOUR COMPANY AND PRODUCTS/SERVICES.
DEVELOPING YOUR RESEARCH OBJECTIVES. TARGETING YOUR AU-
DIENCE. DEVELOPING A RESEARCH PROGRAM. RESEARCH TECH-
NIQUES. CONCEPT TESTING. CHOOSING A RESEARCH VENDOR.
16 RESEARCH NEEDS OF RETAILERS J. LEONARD SCHATZ 235
HOW RETAIL RESEARCH DIFFERS FROM RESEARCH BY CONSUMER
GOODS PRODUCERS. GENERAL CONDITIONS THAT REQUIRE FORMAL
RETAIL MARKETING RESEARCH. DEPARTMENTS WHERE RETAIL RE-
SEARCH ASSIGNMENTS ORIGINATE. TYPES OF RETAIL RESEARCH
CONTENTS XVII
ASSIGNMENTS: COMPANY PRESIDENT. DIRECTOR OFREAL ESTATE.
MARKETING MANAGER. STORE OPERATIONS MANAGER. TECH-
NIQUES USED FOR RESEARCH: INTERNAL COMPANY SOURCES. CUS-
TOMERS. COMPETITION. ACCESS AND VISIBILITY. EXTERNAL
SOURCES. DIMENSIONS OF SITE SELECTION: SITE STRATEGY. SITE
ANALYSIS ELEMENTS. DIFFERENT APPROACHES TO SITE ANALYSIS.
USING COMPUTERS. ORGANIZING FOR RESEARCH.
17 MARKET RESEARCH IN THE NONPROFIT SECTOR ARDIS BURST 252
WHY DO MARKET RESEARCH? HOW DO WE JUSTIFY RESEARCH
FROM THE FINANCIAL POINT OF VIEW? WHAT TYPES OF RESEARCH
CAN WE DO? SECONDARY RESEARCH. PRIMARY RESEARCH.
SHOULD WE CONDUCT THE RESEARCH OURSELVES? HOW DO WE
FIND AND EVALUATE AN OUTSIDE RESEARCH SUPPLIER?
PART 3
DEVELOPING THE MARKETING PLAN
18 DEVELOPING MARKETING GOALS AND STRATEGY
JOHN C. FAULKNER 269
ESTABLISHMENT OF GOALS: RELATIONSHIP TO CORPORATE GOALS.
BACKGROUND FOR GOAL SETTING. PARTICIPATION IN GOAL SETTING.
PERIODIC REVIEWS. DEVELOPMENT OF MARKETING STRATEGY:
NEED FOR MULTIPLE STRATEGIES. BACKGROUND FOR STRATEGY DE-
VELOPMENT. CONSIDERATIONS IN SELECTING STRATEGIES. OTHER
CONSIDERATIONS IN THE DEVELOPMENT AND IMPLEMENTATION OF
STRATEGY.
19 DISTRIBUTION CONSIDERATIONS SOL GOLDIN AND
DOROTHY E. DEMMY 284
PARAMETERS FOR DISTRIBUTION DECISIONS. THE COMPLEXITIES OF
APPLIANCE-TV DISTRIBUTION: SELECTING THE CHANNEL OF DISTRI-
BUTION. DEVELOPING PRODUCT SERVICES, ADDING VALUES. ANA-
LYZING PHYSICAL DISTRIBUTION SERVICES. DEVELOPMENT OF THE
WHOLESALING CHANNEL. WHOLESALING FUNCTIONS IN DURABLES
DISTRIBUTION: COMPLEX AND FLEXIBLE COMPENSATION AND IN-
CENTIVE PLANS. CONTROLLING THE INDEPENDENT DISTRIBUTION
SYSTEM. CHOOSING THE RIGHT COMBINATION IN DISTRIBUTION.
DISTRIBUTION PRESSURES IN OTHER INDUSTRIES. LOOKING AHEAD
AND LIVING WITH DISTRIBUTION TRENDS.
XVIII CONTFNTS
20 INDUSTRIAL DISTRIBUTION SONJA MULLER HAGGERT 303
DIRECT SELLING. SELLING TO JOBBERS. USING MANUFACTURER S
REPRESENTATIVES: ADVANTAGES OF USING A REP. DISADVAN-
TAGES OF USING A REP. MEETING DISTRIBUTION GOALS: OVERALL
MARKET. PERCENTAGE OF MARKET. WORKING WITH CHANNELS OF
DISTRIBUTION. DISTRIBUTION COSTS.
21 THE MARKETING COMMUNICATIONS MIX ROBERT F. LARUE 314
PRODUCT: DECORATIVE WOOD MOULDING: SITUATION. COMMUNI-
CATIONS ALTERNATIVES. PRODUCT: DELUXE MAIL BOX (FOR INSTAL-
LATION AT ROADSIDE TO REPLACE THE UTILITARIAN COVERED WAGON):
SITUATION. COMMUNICATIONS ALTERNATIVES. PRODUCT: DUTCH
FLOWER BULBS: SITUATION. COMMUNICATIONS ALTERNATIVES.
PRODUCT: RESTAURANT SERVING FAST FOOD: SITUATION. COM-
MUNICATIONS ALTERNATIVES. PRODUCT: HOME CARPET CLEANING
SERVICE: SITUATION. COMMUNICATIONS ALTERNATIVES. PRODUCT:
HOME SMOKE DETECTOR: SITUATION. COMMUNICATIONS ALTER-
NATIVES. PRODUCT: GARDEN SPRAYER: SITUATION. COMMUNICA-
TIONS ALTERNATIVES. PRODUCT: INDUSTRIAL OVEN: SITUATION.
COMMUNICATIONS ALTERNATIVES. PRODUCT: KIT FOR ASSEMBLING
YARD STORAGE BUILDINGS: SITUATION. COMMUNICATIONS ALTER-
NATIVES. PRODUCT: MACHINERY COMPONENT: SITUATION. COM-
MUNICATIONS ALTERNATIVES. PRODUCT: TEMPORARY HELP FOR OF-
FICES: SITUATION. COMMUNICATIONS ALTERNATIVES. PRODUCT:
SNACK CAKES AND PIES: SITUATION. COMMUNICATIONS ALTERNA-
TIVES.
22 DISPLAY NEEDS JOHN MURRAY 325
DISPLAY TYPES: COUNTER DISPLAY. SHELF TALKER/ORGANIZER.
SHELF SPOTTER. SHELF EXTENDER. PREPACK DISPLAY. DISPLAY
UNIT WITH PACKERS. SEMIPERMANENT FREE-STANDING DISPLAY.
PERMANENT FREE-STANDING DISPLAY. DISPLAY EVALUATION:
MATHEMATICAL EVALUATION. TESTING. STRATEGY: MATCHING THE
DISPLAY WITH THE COMPANY.
23 THE IMPORTANCE OF PACKAGING DENNIS W. SHAFER 333
INCREASING IMPORTANCE IN THE 1980S. BASIC CONSIDERATIONS:
CONSTRUCTION. COST. VISUAL IMPACT. COPY. VALUE PERCEP-
TION. RETAIL DISPLAY MAINTENANCE. RETAIL SECURITY. MANU-
FACTURING. WAREHOUSING AND SHIPPING. GOVERNMENTAL AND
LEGAL. METHOD OF APPROACH: MARKETING GOALS. SITUATION
ANALYSIS. FORMULATING PACKAGING OBJECTIVES. KEY ACTION
STEPS.
CONTENTS
24 PLANNING FOR COOPERATIVE ADVERTISING ROBERT F. YOUNG 352
INTRODUCTION. OVERVIEW: CATEGORIES OF COOPERATIVE ADVER-
TISING. MECHANICS OF VERTICAL COOPERATIVE ADVERTISING
PROGRAMS. CLASSIFICATION OF COOPERATIVE ADVERTISING. DIS-
TINCTIVE ASPECTS OF COOPERATIVE ADVERTISING. RELATIVE
IMPORTANCE OF CO-OP. OBJECTIVES FOR COOPERATIVE ADVERTIS-
ING. FINANCIAL OBJECTIVE OF COOPERATIVE ADVERTISING. SUM-
MARY*OBJECTIVES. PROBLEMS WITH COOPERATIVE ADVERTISING:
LEGAL AND ADMINISTRATIVE PROBLEMS. STRATEGIC PROBLEMS
WITH COOPERATIVE ADVERTISING. WHAT MANAGERS CAN DO.
25 PUBLIC RELATIONS AND PUBLICITY VICTOR GELB 372
WITH WHOM DO YOU RELATE*AND WHICH RELATIONSHIPS ARE
OF MOST IMPORTANCE TO YOU? DEVELOPING GOOD PR WITH
YOUR SALES FORCE. TRADE PUBLICATIONS*A GREAT OPPORTU-
NITY. TRADE SHOWS*ALWAYS A PR OPPORTUNITY. GETTING TO
THE CONSUMER. MERCHANDISING YOUR PRESS.
26 SALES PROMOTION REQUIREMENTS KENNETH B. ERDMAN 377
SALES PROMOTION. DIRECT MAIL. TRADE SHOWS. SEMINARS. CAT-
ALOGS. TECHNICAL PUBLICATIONS. SPECIALTY ADVERTISING. PREMI-
UMS, INCENTIVES, AND BUSINESS GIFTS. TRADING STAMPS.
COUPONING. SAMPLING. CONTESTS. POINT-OF-PURCHASE PROMO-
TION. TELEPROMOTING. PUBLIC RELATIONS. SIGNS.
27 A NEW CORPORATE IDENTITY ELINOR SELAME 398
WHAT IS A CORPORATE IDENTITY? WHY HAVE A CORPORATE IDEN-
TITY? HOW TO SPOT IDENTITY PROBLEMS. THE CORPORATE SYM-
BOL. ARCHITECTURE AND STORE PLANS: SIGNAGE. PACKAGING. AD-
VERTISING.
28 REVOLUTIONS IN RETAILING STEVE FEINSTEIN 416
PAST HISTORY: THE DEPARTMENT STORE PHENOMENON. THE SU-
PERMARKET REVOLUTION. THE DISCOUNT STORE CYCLE. TODAY S
RETAIL REVOLUTION. SOME ADVICE TO SELLERS.
29 FORMULATING EFFECTIVE DISTRIBUTION PLANS THOMAS C. JONES 426
SETTING DISTRIBUTION GOALS: FOLLOW-UP AND CONTROL ARE ES-
SENTIAL. SETTING DISTRIBUTION POLICIES. ASSESSING CURRENT
SUCCESS (OR LACK OF IT). IDENTIFYING PROBLEMS AND THEIR
CAUSES: NEW OPERATION OR VENTURE. SPECIFYING ISSUES CRITI-
CAL TO SUCCESS. DEVELOPING SPECIFIC PROGRAMS TO IMPROVE
PERFORMANCE: FIRST PREPARE SECTION II, THE SITUATION RE-
PORT. SECTION III OUTLINES YOUR CRITICAL ISSUES. REMEMBER
CONTENTS
TO MAKE THE GOALS FOR THESE PROGRAMS SPECIFICALLY MEASUR-
ABLE FOR THE PEOPLE CHARGED WITH IMPLEMENTING THE PLAN.
THEORY AS PRACTICE*A REAL SITUATION: FORTUNE 500 CAPITAL
EQUIPMENT MANUFACTURER. FIRST AND LAST, THE OPERATING
MANAGEMENT MUST DIRECT AND CONTROL THE PLANNING EFFORT.
30 SALES FORECASTING ROBERT L. MCLAUGHLIN 440
GETTING STARTED. THE THREE-STEP SYSTEM. GENERAL TECH-
NIQUES. THE SHORT, MEDIUM, AND LONG. LOOKING OUT FOR
NUMBER ONE: BUDGETS. CYCLE ANALYSIS: THE ARRM MODEL:
INDEXING DECLINES. INDEXING REVIVALS. LOOK OUT FOR ORDERS.
THE SALES FORECAST: A CASE STUDY: CONFRONTATION WITH A
TURNING POINT. SALES FORECAST VALUES. CAVEATS. WHAT CAN
GO WRONG?
31 SALES FORECASTING WITH THE MICROCOMPUTER: A CASE STUDY
DICK BERRY 460
THE FORECASTING PROCESS: PREPARING THE DATA FOR FORECAST-
ING. DESEASONALIZE DATA. SMOOTH AND DESEASONALIZE DATA.
KEYS TO FORECASTING SUCCESS. SELECTING A COMPUTER AND
SOFTWARE. COMPARE DATA SERIES WITH INDEPENDENT VARI-
ABLES. CALCULATE CORRELATION MATRIX. LINEAR REGRESSION
ANALYSIS. REGRESSIONS BASED ON LEAD-LAG RELATIONSHIPS.
MAKING THE FORECAST. MANAGEMENT FORECASTING ADJUST-
MENTS. MULTIPLE LINEAR REGRESSION. IN RETROSPECT.
32 SUCCESSFUL PRICING: ESTABLISHING STRATEGY, DETERMINING COSTS
STEWART A. WASHBURN 486
INTRODUCTION. MARKETS, PRODUCTS, AND PRICES: CONSUMER
PACKAGED GOODS. CONSUMER DURABLES. INDUSTRIAL SUPPORT
CONSUMABLES. INDUSTRIAL PROCESS CONSUMABLES (COMMODI-
TIES). MAKE-OR-BUY CONSUMABLES. INDUSTRIAL CAPITAL GOODS.
FULL-COST RECOVERY PRICING. PRICING AND REPRICING. OCCA-
SIONAL CAUSES OF PRICE AND PROFIT EROSION. RATIONAL RE-
SPONSES TO COMPETITIVE PRICING SITUATIONS.
33 MARKETING THROUGH DISTRIBUTORS PORTER HENRY 516
ESTABLISHING A DISTRIBUTOR POLICY: DENSITY OF DISTRIBUTION.
INVENTORY. TERMS. PRICING AND COMMISSIONS. ACCOUNT COV-
ERAGE. ADVERTISING AND PROMOTIONAL ASSISTANCE. SALES AND
TECHNICAL TRAINING. CUSTOMER ASSISTANCE. RETURNED GOODS
POLICIES. MARKETING ASSISTANCE FROM THE MANUFACTURER. AS-
SISTANCE FROM THE DISTRIBUTOR? OTHER TOPICS. PUTTING THE
POLICY INTO ACTION: OPENING A NEW DISTRIBUTOR. THE DISTRIB-
UTOR S MARKETING PLAN. SALES CALLS ON DISTRIBUTORS. DISTRIB-
CONTENTS XXI
UTOR SALES MEETINGS. FIELD WORK WITH DISTRIBUTOR SALES PER-
SONNEL. MARKETING HELP FROM THE DISTRIBUTOR: DISTRIBUTOR
ADVISORY COUNCILS. MARKETING INFORMATION. FUTURE TRENDS
IN DISTRIBUTION.
34 MARKETING THROUGH INDEPENDENT SALES AGENCIES
JAMES GIBBONS 525
THE MANUFACTURERS AGENCY TODAY: HOW TO DETERMINE IF
AGENCIES ARE THE BEST WAY TO MARKET YOUR PRODUCTS.
WHERE AND HOW TO LOCATE MANUFACTURERS AGENCIES: TRADE
SHOWS. ADVERTISING. OTHER MANUFACTURERS. YOUR PRESENT
AGENCIES. YOUR ADVERTISING AGENCY AND PUBLICATION SPACE
SALESPEOPLE. DISTRIBUTORS. HOW TO SELECT THE BEST AGENCY.
ENTERING INTO AN AGREEMENT WITH AN AGENCY. GUIDELINES FOR
WORKING WITH MANUFACTURERS AGENCIES: INDEPENDENT SALES
AGENCIES AND YOU. PLANNING YOUR WORK WITH A PROFESSIONAL
SALES AGENCY. COMMUNICATION FOR A MUTUALLY PROFITABLE
RELATIONSHIP. KNOW WHAT THE AGENCIES EXPECT FROM YOU.
HOW TO MOTIVATE MANUFACTURER S AGENTS: THE ELEMENTS OF
PRACTICAL AGENCY MOTIVATION. HOW TO EVALUATE AGENCY PER-
FORMANCE. SOURCES OF INFORMATION.
35 TRADE SHOWS SONJA MULLER HAGGERT 546
INTRODUCTION: TRADE SHOW PROS AND CONS. SETTING GOALS:
RESEARCH SHOWS IN INDUSTRY. TYPE OF SHOW TO EMPHASIZE.
OVERALL GOALS. TYPE OF EXHIBIT. PRE-SHOW PROMOTION. AS-
SIGNING RESPONSIBILITY: THE WORKSHEET AND SCHEDULE. BOOTH
PERSONNEL. SETUP AND TEARDOWN. COMMUNICATING GOALS TO
THE SALES FORCE: HOSPITALITY SUITES. SALES MEETINGS. MEA-
SURING RESULTS.
36 THE SALES PLAN PORTER HENRY 559
RELATIONSHIP WITH MARKETING PLAN: INPUT FROM THE SALES DE-
PARTMENT. VOLUME AND PROFIT OBJECTIVES. SUBDIVIDING THE
GOALS. THE SALES FORCE INVENTORY. THE BUDGET. COMMUNI-
CATIONS. SALES COMPENSATION PLAN. TRAINING PLANS. SCHED-
ULING.
37 SELECTING AN ADVERTISING AGENCY JACK H. SHAPIRO 568
SELECTING AN ADVERTISING AGENCY. DECIDING THAT AN AGENCY
IS REQUIRED. DETERMINING WHAT IS EXPECTED FROM THE
AGENCY. DECIDING WHOM TO INTERVIEW. THE INITIAL INTER-
VIEWING PROCESS. INTERVIEWING THE FINALISTS. EVALUATING THE
AGENCIES AS A BASIS FOR THE DECISION. INTEGRATING AGENCY
ACTIVITIES WITH COMPANY GOALS.
XXII CONTENTS
38 INDUSTRIAL MARKETING PLANNING: A CASE HISTORY
BORIS M. KRANTZ 577
BACKGROUND. NEW MANAGEMENT. THE FIRST DECISIONS. THE
FIRST MARKETING DECISIONS. EXAMINING THE MARKETING PRO-
GRAM. DEVELOPING THE PLAN. THE DISTRIBUTOR POLICY. THE
COMMUNICATIONS PROGRAM. ORGANIZATION STRUCTURE. AN
ANALYSIS OF SPECIALTY STEEL, INC.: FULLY UNDERSTAND THE CUR-
RENT SITUATION. LONG-TERM GOALS. MARKET RESEARCH. DESIGN
A DETAILED MARKET PLAN.
39 NONPROFIT MARKETING: A CASE HISTORY
FRANCINE MOSKOWITZ 589
BACKGROUND. THE RISE OF HOSPITAL MARKETING. BACKGROUND
TO THE MARKETING CASE STUDY. TWO-PRONGED STUDY OF THE
MARKET. THE FOLLOW-UP SURVEY: SOURCES OF INFORMATION.
SELECTION CRITERIA. HOSPITAL RANKINGS. SATISFACTION. NEW
PROGRAMS TO MARKET THE HOSPITAL: GRIEVANCE PROCEDURES.
POST-DISCHARGE QUESTIONNAIRE. RESULTS.
BIOGRAPHIES 606
INDEX 617
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| format | Book |
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| id | DE-604.BV003935835 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T16:06:25Z |
| institution | BVB |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-002470131 |
| oclc_num | 631386778 |
| open_access_boolean | |
| owner | DE-384 DE-473 DE-BY-UBG DE-703 DE-188 |
| owner_facet | DE-384 DE-473 DE-BY-UBG DE-703 DE-188 |
| physical | XXII, 630 S. Ill., graph. Darst. |
| publishDate | 1985 |
| publishDateSearch | 1985 |
| publishDateSort | 1985 |
| publisher | Dow Jones-Irwin |
| record_format | marc |
| spelling | Marketing handbook 1. Marketing practices ed. by Edwin E. Bobrow ; Mark David Bobrow Homewood, Ill. Dow Jones-Irwin 1985 XXII, 630 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Bobrow, Edwin E. edt Bobrow, Mark David (DE-588)170009106 edt (DE-604)BV003935834 1 SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=002470131&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Marketing handbook |
| title | Marketing handbook |
| title_auth | Marketing handbook |
| title_exact_search | Marketing handbook |
| title_full | Marketing handbook 1. Marketing practices ed. by Edwin E. Bobrow ; Mark David Bobrow |
| title_fullStr | Marketing handbook 1. Marketing practices ed. by Edwin E. Bobrow ; Mark David Bobrow |
| title_full_unstemmed | Marketing handbook 1. Marketing practices ed. by Edwin E. Bobrow ; Mark David Bobrow |
| title_short | Marketing handbook |
| title_sort | marketing handbook marketing practices |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=002470131&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| volume_link | (DE-604)BV003935834 |
| work_keys_str_mv | AT bobrowedwine marketinghandbook1 AT bobrowmarkdavid marketinghandbook1 |