mixed material bibliography Chicago Irwin 1995

viii, 242 p. : illus., index ; 28 cm + 1 diskette TABLE OF CONTENTS PART ONE -- INTRODUCTION TO THE MARKETING GAME! New and improved: an update for old friends 1. How to use this manual 2. Special features of the marketing 3. Suggestions on using the marketing game! PART TWO - ORGANIZING AND RUNNING THE GAME 4. Getting organized for the marketing game! 5. Running the programs 6. Starting the position 7. Diagnosing a firm’s position PART THREE -- TEACHING AND LEARNING TOOLS 8 Student software 9 Transparency masters 10 Ideas for supplemental assignments Budget planning Strategy summary Marketing plan Report/presentation to the board of directors Competitor analysis Advertising plan Personal selling/sales promotion kit Market research proposal 11 Test questions 12 Concluding the game and grading PART FOUR -- DETAILS OF THE MODEL 13 Overview of the effects of decision variables Product Brand name Product features Place Exposure goals Customer service Promotion Advertising expenditures Advertising type Number of sales reps Percent of non-selling time Commision rate Sales (Trade) promotion expenditures Wholesale price(s) Market research Production order quantity Budget for next period 14 The model structure History file Input decisions Check budget constraint Market growth Industry advertising effect Compute segment ideal points Customer service Brand advertising effectiveness Personal selling effectiveness Distribution index Call effectiveness index Sales rep effort index Sales (Trade) promotion effectiveness Retail price effect Trade promotion index ("goodwill" effect) Wholesale prices Product characteristics and R&D modification costs Brand awareness Channel ’Push’ Retail prices Marketing effort Brand positioning Total potential market demand by segment Purchase probabilities Potential brand sales by segment Production quantities Actual brand sales by segment Marketing contribution and next period’s budget BA 755 0256110581 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen BA 755 Mas 16373 1997-09-10 00:00:00 2008-01-21 00:00:00 machine generated