《市场营销案例:清英文》是一本麦森格(美)编写，由东北威排调跳型端财经大学出版社在1998年出版的书籍。

• 作者 麦森格(美)
• 出版社 东北财经大学出版社
• 出版时间 1998年03月
• 页数 237 页
• 定价 28.00

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，载方战特管而另一些失败了?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 Pa山图阳下鱼进础字阻radigm: Reco杀继什注g-

　　nizing and Capitalizing on a Marketing Opportunity

　　Analyze the Marketing Situation, 1

　　Design an Action Plan, 4

　　Append轴愿江歌待ix-Translating t压程异说质讲脚hese Guidelines into Case Analysis, 7

　　Part 1 Analysis

　　CHAPTER2 唱雨积境接真居执ConsumerAnalysis: TheHeartofthe

　　Marketing Process

　　Appeal to a Target Mar来自ket 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 360百科Products, 42

　　Recognize the Organizational Structure, 45

　　CHAPTER 5 Community Analysis: Social,

　　Intemational, and Legal Consideratio跑钱世超法映始ns

　　Monitor Sodetal Trends, 50

　　Recognize National 龙Cultural Differences, 52

　　Rec日烧说济转哥封ognizeApplic虽息及表架able Busiriess L胞aw, 55

　　Appendix-Antitrust Law, 65

　　CHAPT作曲原新ER 6 Product P导况参端特北olicy

　　Choose Ap治量敌轻陆田决决pealing and 难量知激滑随果Distinctive Positioning,

　　Choose Andllaries to Enhance the Value Offer,

　　Iteratively Design and Test New Products,

　　Antidpate th济女统位例酒苏令阻e Product U场岩均位谈除袁甚抓斤息fe Cycle,

　　Make theProduct Line Self Reinforcing,

　　CHAPTER 7 Pricing Policy

乡肥识　　Assess Consumer Willingness to Pay,

　　Recognize Company Objectives,

　　控指季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