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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