Marketing Engineering Tutorial

Table Of I. THE BASICS. 1. Introduction. 2. Tools for Marketing Market Response Models. II. DEVELOPING MARKET STRATEGIES. 3. Segmentation and Targeting. 4. Positioning. 5. Strategic Market Conceptual Framework and Tools. 6. Models for Strategic Marketing Decision Making. III. DEVELOPING MARKETING PROGRAMS. 7. New Product Decisions. 8. Advertising and Communication Decisions. 9. Salesforce and Channel Decisions. 10. Price and Sales * Decisions. IV. CONCLUSIONS. 11. Marketing A Look Back and a Look Ahead. Forewords & Introductions Several forces are transforming the structure and content of the marketing manager's job. As a profession, marketing is evolving. It is no longer based primarily on conceptual content. Marketing resembles design engineering—it consists of putting together data, models, analyses, and computer simulations to learn about the marketplace and to design effective marketing plans. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering (that is, combining art and science to solve specific problems). Our purpose in writing this book is to help educate and train a new generation of marketing managers. Several key forces are changing the marketer's Pervasive high-powered personal computers on During the 1980s marketing managers used personal computers mainly for such tasks as composing letters and presentations and doing simple spreadsheet analyses. Today many marketing managers have the equivalent of an early supercomputer on their desks. And that computer is networked to other PCs and to the company's mainframe on a local area network (LAN), and to external computers and databases all over the world through the Internet. This means that a marketing manager can access current data, reports, and expert opinions, and he or she can also combine and process that information in new ways to enhance decisio