TABLE OF CONTENTS
1. Introduction to The Marketing Game!
Planning marketing strategy
What’s ahead

2.. The market opportunity
Introduction
Background
A new opprtunity
Competitors in a broad product-market
Market potential
Typical marketing mixes
Customer choice among brands

3. Marketing departement responsibi;itieid
Introduction
Objectives
Resources
Product
Place
Promotion
Price
Marketing research
Forcasting demand

4. Submitting the marketing plan
Marketing plan decision form
Feedback for control and planning
Annual financial summary
Product summary
Marketing research reports

5. Submitting an expand marketing plan
Introduction
Expanded responsibilities
Marketing plan decision form
Feedback for control and planning
Annual financial summary
Product summary
Marketing reseach reports

6. Supporting the marketing plan
Guide to budget plan


7. A new market opportunity
Purpose
Trends in the external environment
Product-market segments
Market potential
Developing the market mix
Customer choices among brands
Marketing reserch