Marketing - Summary

"The concept introduces the marketing man at the beginning rather than at the end of the production cycle, and integrates marketing into each phase of the business. Thus, marketing through its studies and research will establish for the engineer, the design and manufacturing man, what the customer wants in a given product, what price he is willing to pay and where and when it will be wanted. Marketing will have authority in product planning, production scheduling, and inventory control, as well as in sales distribution and servicing of the product." - General Electric annual report, 1952

References Back

Marketing Planning and Control

  • Revenue per Salesperson
  • Percentage of Profits spent on Marketing
  • Distribution of Marketing Expenses
  • Finished Goods Inventory Turnover

    Marketing Functions

    Marketing Organization Chart

    Facilitation - The 4 P's

    Product requirements and standardization research
  • Segmentation and Differentiation
  • Demographic segmentation
  • Psychographic segmentation
  • Motivation Models
  • Survey
  • Scales
  • Indices
  • Quality Function Deployment

    House of Quality Diagram


    Placement
    Distribution Channel Diagram

    Promotion
  • product advertising
  • brand advertising
  • institutional advertising
  • product labeling
  • trademarks

    Pricing

  • supply/demand equilibrium models
    Supply and Demand Relationship Graph

  • demand elasticity
  • odd pricing
  • price lining
  • leader pricing
  • discounts
  • monopoly pricing
  • regulated pricing

    Financing

    • cash on delivery
    • purchase order/sales order
    • leasing
    • letter of intent
    Additional References
    • Babcock, D.L. Managing Engineering and Technology, 2nd ed., Prentice Hall, Upper Saddle River, 1996.
    • Chiang, A. C., Fundamental Methods of Mathematical Economics, 2nd ed., McGraw-Hill, New York, 1974.
    • De Bono, E., Sur/petition: Creating Value Monopolies when Everyone Else is Merely Competing, HarperCollins, New York, 1992.
    • Glos, R.E, Steade, R.D., Lowry, J.R., Business: Its Nature and Environment - An Introduction, 8th ed., South-Western, Cincinnati, 1976.
    • Henry, W.R, Haynes, W.W., Managerial Economics: Analysis and Cases, 4th ed., Business Publications, Dallas, 1978.
    • Zeithaml, V.A., Parasuraman, A., Berry, L.L., Delivering Quality Service: Balancing Customer Perceptions and Expectations, Free Press, New York, 1990.
    • McCarthy, E.J., Basic Marketing, 5th ed, Irwin, Homewood, 1975.

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