Essay Sample Instructions on Internet Markeing and Research Paper

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Essay Instructions on

EXHIBIT A

MARKETING DECISION MAKING

MARKETING PLANNING MARKETING RESEARCH TASK Marketing Situation Analysis Situation Research Efforts (Step 1)
Market analysis Opportunity Assessment
Customer satisfaction studies
Market segmentation Benefit and lifestyles studies
Descriptive studies
Competition analysis Importance-performance analysis

Marketing Strategies Program-driven Research Efforts
Target marketing Target market analysis
Positioning Perceptual mapping
New product planning Concept & product testing
Test marketing

Marketing Program Development Program Development Research
Product mix decisions Customer satisfaction studies
Service quality studies
Distribution decisions Cycle-time research
Retailing research
Logistics studies
Pricing decisions Demand analysis
Sales forecasting
IMC Advertising effectiveness studies
Advertising focus groups
Attitudinal research
Sales tracking

Program Implementation & Control Performance Analysis
Marketing controls Product analysis
Environmental forecasting
Critical information analysis Marketing information support systems

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