Marketing Decision-Making Handbook

David W. Nylen,Prentice Hall, Englewood Cliffs, NJ, 1990

Situation Analysis

A.01 Competitive Market Structure
A.02 Consumer Decision-Making Process
A.03 Consumer Goods Classification System
A.04 Environmental Variables
A.05 External Consumer Influences
A.06 Individual Consumer Variables
A.07 Industrial Goods Classification System
A.08 International Market Opportunity Analysis
A.09 The Marketing Concept
A.10 Marketing Planning Process
A.11 Marketing Research Process
A.12 New Product Adoption Process
A.13 Organizational Buying Process
A.14 Price Elasticity
A.15 Product Life Cycle
A.16 Sales Forecasting
A.17 Situation Analysis
A.18 Store Choice Decision

Positioning

B.01 Positioning
B.02 Segmentation Evaluation
B.03 Segmentation of Markets
B.04 Target Market Selection

Marketing Mix

C.01 Advertising Budget Formulation
C.02 Advertising
C.03 Advertising Effectiveness Evaluation
C.04 Advertising Media Selection
C.05 Branding of Products
C.06 Channel Cooperation
C.07 Channel Organization
C.08 Compensation of Salespeople
C.09 Customer Service
C.10 Direct vs. Indirect Distribution
C.11 Discount Structure Determination
C.12 Distribution Intensity
C.13 Fixed vs. Flexible Pricing
C.14 International Market Entry Strategy
C.15 Inventory Level
C.16 The Marketing Mix
C.17 New Product Development
C.18 New Product Introduction
C.19 New Product Pricing
C.20 Personal Selling
C.21 Price Determinants
C.22 Pricing Methods
C.23 Pricing Objectives
C.24 Primary vs. Selective Demand Stimulation
C.25 Product Design
C.26 Product Elimination
C.27 Product Line
C.28 Product Line Pricing
C.29 Promotional Mix
C.30 Push vs. Pull
C.31 Recruiting and Selecting Sales Personnel
C.32 Response to Competitive Price Changes
C.33 Retailer Selection
C.34 Sales Force Organization
C.35 Sales Force Size
C.36 Sales Promotion
C.37 Sales Territory Design
C.38 Selling Tasks
C.39 Training of Salespeople
C.40 Transportation Methods
C.41 Warehouse Location
C.42 Wholesaler Selection

Projecting Outcomes

D.01 Ethical Evaluation
D.02 Legal Requirements
D.03 Marketing Control Systems
D.04 Marketing Information Systems
D.05 Projecting Outcomes

Copyright

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