Table of ContentsCHAPTER 1 Introduction to the Paradigm：Recog-nizing and Capitalizing on a Marketing Opportunity

Analyze the Marketing Situation

Design an Action Plan

Appendix—Translating these Guidelines into Case Analysis

Part Ⅰ Analysis

CHAPTER 2 Consumer Analysis：The Heart of the Marketing Process

Appeal to a Target Market Segment

Consider the Decision Making Unit

Assist in the Decision Making Process

Cater to Buyer Preferences and Motivation

CHAPTER 3 Competitor Analysis

Understand Competitors’Positioning

Assess Your Competitors

Understand the Industry Structure

CHAPTER 4 Company Analysis

Utilize Company Skills

Balance Cash Flow Across Products

Recognize Resource Limitations

Recognize the Organizational Structure

CHAPTER 5 Community Analysis：Social，Intemational，and Legal Considerations

Monitor Societal Trends

Recognize National Cultural Differences

Recognize Applicable Business Law

Appendix—AntitrustLaw

Part Ⅱ Policy

Choose Appealing and Distinctive Positioning

CHAPTER 6 Product Policy

Choose Ancillaries to Enhance the Value Offer

Iteratively Design and Test New Products

Anticipate the Product Life Cycle

MaketheProductLineSelfReinforcing

CHAPTER 7 Pricing Policy

Assess Consumer Willingness to Pay

Recognize Company Objectives

Adapt to Competitive Forces

Price to Each Consumer Segment

Recognizethe Role of Retailers

Price Consistently Across the Product Line

Appendix 1—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 Timin ，

Measure Advertising Effectiveness，

Approach Other Promotions Similarly

Appendix—Selected Advertising Rates，spring1991

CHAPTER 9 Distribution Channel Policy

Determine Needed Distributional Functions

Balance Control and Transactional Costs

Sufficiently Compensate the Intermediaries

Approach Foreign Entry Similarly

Appendix 1—Retail Data for Grocery Categories

Appendix 2—Four Retail Design Considerations

Part Ⅲ Tools

CHAPTER 10 Financial Considerations in Marketing

Break-Even Analysis　

Pro-Forma Analysis　

Appendix—Derivations and Extended Comments

CHAPTER 11 Market Research

Define the Problem

Select the Type of Data

Construct a Representative Sample

Design the Research Instrument

Gather and Summarize the Data

Appendix 1—Background on Two Market Research Firms

Appendix 2—Compilation of Sources of Secondary Data

Appendix 3—Focus Group Exercise

Appendix 4—Competitive Analysis/Library Exercise

Appendix 5—Market Research Assignment：Consumer Survey to Aidin Product Design

Index of Tables

Index of Figures

Index of Extended Examples

General Index