《市场营销案例 英文版》

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