MarketingManagement.pdf

Other companies that have shifted to regional marketing are McDonald’s, which now spends about 50 percent of its total advertisi ...

These tasks are common to both consumer- and industrial-product managers. How- ever, consumer-product managers typically manage ...

packaging, media, sales promotion, market surveys, and statistical analysis. The com- pany is soon saddled with a large and cost ...

els for the entire car-buying market. When Ronald Zarrella was hired as vice president for marketing of GM’s North American grou ...

markets. They must analyze where their market is going and what new products their company should offer to this market. Performa ...

of supporting all the managers. There are also questions about where authority and responsibility should reside. Here are two of ...

characterized by deep rivalries and distrust. Some interdepartmental conflict stems from differences of opinion as to what is in ...

and much of its marketing effort involves dissemination of medical and phar- maceutical information. Publications include The Me ...

joint seminars to understand each other’s viewpoints, joint committees and liaison personnel, personnel exchange programs, and a ...

chapter 22 Managing the Total Marketing Effort^693 R&D __ They spend time meeting customers and listening to their problems. ...

and relationships. The Marketing Memo, “Audit: Characteristics of Company De- partments That Are Truly Customer Driven,” shows a ...

ARKETING IMPLEMENTATION We now turn to the question of how marketing managers can effectively implement marketing plans. We defi ...

then. Two groups of experienced marketers are implementing the plan. One is the board of directors, many of whose members are ex ...

Sales Analysis Sales analysisconsists of measuring and evaluating actual sales in relation to sales goals. Two specific tools ar ...

■ Market share can fluctuate for many minor reasons:For example, market share can be affected by whether a large sale occurs on ...

Now suppose the company’s dollar market share falls during the period. The over- all market-share equation provides four possibl ...

Management uses financial analysis to identify the factors that affect the com- pany’srate of return on net worth.^25 The main f ...

■ Hewlett-Packard Each division of Hewlett-Packard evaluates its perfor- mance on a customer-based scorecard that monitors 18 to ...

Step 1: Identifying Functional Expenses Assume that the expenses listed in Table 6.7 are incurred to sell the product, advertise ...

$31 an ad, the hardware stores are charged with $1,550 of advertising. The same rea- soning applies in computing the share of th ...