Principles of Marketing, 4^th Ed.

Kathleen A. Krentler, Kenneth L. Bernhardt, Thomas C. Kinnear

Publisher: HarperCollins, 1995

ISBN: 0-673-46555-1

Synopsis:

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Table of Contents:

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Part I Marketing and the Environment

• Chapter 1 Introduction to Marketing
• Learning Objectives
• Marketing Profile: Carnival Cruise Lines Uses Marketing to Sail to Success
• Defining Marketing
• Marketing in Action: Marketing AIDS Prevention
• The Need for Marketing
• Marketing Bridges Exchange Gaps
• Marketing Creates Utility
• Review Your Marketing Knowledge
• Marketing Within the Organization
• The Production Concept
• The Sales Concept
• The Marketing Concept
• The Societal Marketing Concept
• Marketing Management
• The Marketing Mix
• Marketing in Action: The Toronto Blue jays Baseball Team
• Review Your Marketing Knowledge
• Marketing Today and Tomorrow
• The Market-Driven Organization
• Relationship Marketing
• Total Quality Management
• Green Management
• Global Marketing
• The Importance of Marketing
• Importance to the Economy
• Importance to the Organization
• Importance to You
• The Study of Marketing
• Micromarketing
• Commodity Marketing
• Functional Marketing
• Institutional Marketing
• Macromarketing
• Overview of the Book
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Los Angeles Rescue Mission
• Career Focus: The Product Is You!
• Chapter 2 The Marketing Environment
• Learning Objectives
• Marketing Profile: Who’s Eating What, and Why in the U.S. and Europe?
• Environmental Change Is Inevitable
• Analyzing the Environment
• Social-Cultural Factors
• Demographic Factors
• Cultural Factors
• Economic Factors
• Review Your Marketing Knowledge
• Income and the New Economic Realities
• Inflation
• Productivity
• Unemployment
• Competitive Factors
• The Nature of Competition
• Entry and Exit of Competing Firms
• Major Strategic Changes by Competitors
• Legal-Political Factors
• Consumerism
• Legislation
• Technological Factors
• The Impact of Technological Innovation
• Marketing in Action: Advancing Technology Is Here: Are Consumers Ready?
• Global Technology
• Review Your Marketing Knowledge
• Ecological Factors
• Improving Ecoresponsibility
• Marketing in Action: Are There Perfect Answers About Greeness?
• A Global Look at Ecological Factors
• Putting Together the Analysis
• Collecting the Information: Environmental Scanning
• Identifying Opportunities and Threats: Environmental Analysis
• Making Marketing Decisions: Environmental Diagnosis
• Marketing Ethics and Social Responsibility in the External Environment
• An Ethical Framework
• Ethical Dilemmas
• Determinants of Responses to Ethical Dilemmas
• An Opposing View
• Some Concluding Thoughts
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Disney: Growth or Problems?
• Career Focus: Know Your Environment
• Chapter 3 Marketing Planning
• Learning Objectives
• Marketing Profile: Keeping Elvis Alive Through Strategic Planning
• Defining the Business
• Components of a Good Business Definition
• Strategic Business Units
• Review Your Marketing Knowledge
• Marketing in Action: Tightening Up What Business It’s in Works for Philips
• Performing a Situation Analysis
• Internal Factors
• External Factors
• SWOT Analysis
• Establishing Objectives
• Marketing in Action: Big Corporation Sets Objectives
• Forming a Marketing Strategy
• Strategic Marketing Tools
• Marketing in Action: On the Fast Track at Gymboree
• Implementing Marketing Tactics
• Review Your Marketing Knowledge
• Marketing Control
• Tactical Control
• Strategic Control
• A Strategic Marketing Plan for American Express
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Fisher-Price Toys: Turmoil in Toyland
• Career Focus: Developing a Strategic Plan
• Chapter 4 Global Marketing
• Learning Objectives
• Marketing Profile: U.S. Companies Go Calling in China
• Global Trade Agreements
• General Agreements on Tariffs and Trade
• European Economic Community
• United States-Canada Free Trade Agreement
• North American Free Trade Agreement (NAFTA)
• Other Trade Agreements
• Companies Involved in Global Trade and Marketing
• Small Business and the Global Marketplace
• Review Your Marketing Knowledge
• Assessing Environmental Conditions
• Economic Factors
• Cultural Factors
• Marketing in Action: Global Business Must Mind Its Morals
• Political/Legal Conditions
• Entering and Operating in the World Arena
• Exporting
• Licensing
• Review Your Marketing Knowledge
• Joint Ventures
• Direct Ownership
• Tailoring the Marketing Mix for Global Markets
• Product
• Place
• Promotion
• Marketing in Action: Breaking With Tradition in Japan
• Price
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Tobacco and Global Markets: An Ethical Issue?
• Career Focus: A World of Opportunity
• Part I Case: The Story of Harley-Davidson Motorcycles

Part II The Marketplace

• Chapter 5 Segmentation, Targeting, and Positioning
• Learning Objectives
• Marketing Profile: Black & Decker Covers the Market, Segment by Segment
• What Is a Market?
• Bases of Segmentation
• Geographic Segmentation
• Demographic Segmentation
• Geodemographic Segmentation
• Marketing in Action: Geographic Segmentation Can Raise Ethical Issues
• Psychographic Segmentation
• Marketing in Action: Opportunities Abound in Ethnic Markets
• Review Your Marketing Knowledge
• Behavioral Segmentation
• Is There a “Right” Basis for Segmentation?
• Criteria for Selecting Target Markets
• Size
• Reachability
• Responsiveness to Marketing
• Targeting Strategies
• Undifferentiated Marketing
• Differentiated Marketing
• Concentrated Marketing
• The Combined Approach
• Disaggregation
• Choice of Approach
• Review Your Marketing Knowledge
• Positioning
• Perceptual Mapping
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Taking Aim at Health-Conscious Consumers
• Career Focus: Know Your Markets
• Chapter 6 Consumer Buying Behavior
• Learning Objectives
• Marketing Profile: Can a Plastic Swan Make Scents?
• The Consumer Purchase Decision Process
• Recognizing a Problem
• Seeking Information
• Evaluating Alternatives
• Deciding to Purchase
• Postpurchase Evaluating
• Types of Decision-Making Process
• Review Your Marketing Knowledge
• Influences on Consumer Behavior
• Demographic Factors
• Marketing Mix Factors
• Psychological Factors
• Marketing in Action: Winning, Losing, and Identifying the Players in the Senior Market
• Review Your Marketing Knowledge
• Social Factors
• Marketing in Action: Relaunching P.F. Flyers
• Situational Factors
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Targeting Homeworkers
• Career Focus: Understanding Employer Behavior
• Chapter 7 Business Markets and Organizational Buying Behavior
• Learning Objectives
• Marketing Profile: Strategic Success at Duskes
• Business Markets
• Relationship Marketing in Business Markets
• Marketing in Action: Symbol Technologies Decodes Its Customers’ Needs
• Classification of Business-to-Business Products and Services
• Business Services
• Heavy Equipment
• Light or Accessory Equipment
• Supplies
• Component Parts
• Raw Materials
• Processed Materials
• Goods for Resale
• Types of Business Markets
• Manufacturers
• Wholesalers
• Retailers
• Government Markets
• Institutional Markets
• Small Businesses
• Differences Between Business and Consumer Markets
• Demand
• Market Size
• Promotional Techniques
• Marketing in Action: Ryder Keeps on Truckin’
• Number of Individuals Involved
• Buyer Expertise and Rationality
• Segmentation in Business Markets
• Bases in Segmentation of Business Markets
• Standard Classification System
• The Buying Behavior of Businesses
• Types of Buying Decisions
• Review Your Marketing Knowledge
• The Purchase Decision Process in Businesses
• Review Your Marketing Knowledge
• Marketing in Action: Know Thy Customers
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Hitting the Jackpot with a Customer-Driven Approach
• Career Focus: Understanding the Business
• Chapter 8 Information for Marketing Decision Making
• Learning Objectives
• Marketing Profile: Finding Out What Consumers Want
• Sources of Information for Marketing Decision Making
• Decision Support and Information Systems
• Personal Contacts with Other Managers
• Personal Experience
• Review Your Marketing Knowledge
• Marketing Research and Decision Making
• The Use of Marketing Research
• Marketing in Action: Legitimizing Marketing Research – CMOR Fights the Good Fight
• Deciding to Do Marketing Reseach
• Categories of Marketing Research
• The Marketing Research Process
• Stage One: Establish the Need for Information
• Stage Two: Specify Research Objectives and Information Needs
• Stage Three: Determine the Sources of Data
• Stage Four: Determine the Data Collection Method
• Marketing in Action: Data Sources Today and Tomorrow
• Marketing in Action: Collecting Data on Generation X Can Be a Real Challenge
• Stage Five: Plan the Collection Effort
• Stage Six: Collect the Data
• Stage Seven: Process and Analyze the Data
• Stage Eight: Present the Results
• The Marketing Research Process in Practice
• Review Your Marketing Knowledge
• Forecasting Demand
• Types of Forecasts
• Approaches to Forecasting
• Forecasting Methods
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Researching Ways to Save Souls
• Career Focus: Researching the Hidden Market
• Part II Case: The Story of Harley-Davidson: The Marketplace

Part III Basic Product Concepts

• Chapter 9 Basic Product Concepts
• Learning Objectives
• Marketing Profile: Skating to Success
• What Is a Product?
• Marketing in Action: Coloring Your Image
• Classification of Products
• Classification of Consumer Products
• Convenience Goods
• Shopping Goods
• Specialty Goods
• Review Your Marketing Knowledge
• Using the Classification Scheme
• The Product Life Cycle
• Introduction Stage
• Growth Stage
• Maturity Stage
• Decline Stage
• Product Mix
• Decisions about the Product Mix
• Branding
• The Importance of Branding
• Branding Strategy Decisions
• Marketing in Action: Fit for a President
• Generic Brands
• Review Your Marketing Knowledge
• Packaging
• Factors in Package Design
• Marketing in Action: Dressing Up the Basics in Idaho
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: A Growing Phenomenon – Bigger Is Beautiful
• Career Focus: Moving Beyond the Core Product
• Chapter 10 Product Development and Management
• Learning Objectives
• Marketing Profile: Making a Healthy Choice When It Comes to New Products
• Opportunities for New Products
• New Products Classified by Degree of Change
• New Products Classified by Role in the Product-Market Strategy
• Development of New Products
• Developing a Strategy
• Idea Generation
• Screening and Evaluation
• Business Analysis
• Development
• Marketing in Action: Does Fake Fat Have a Future?
• Testing
• Commercialization
• Review Your Marketing Knowledge
• Why New Products Fail or Succeed
• Failure Factors
• Marketing in Action: Winning and Losing in the New Product Game
• Success Factors
• Managing Existing Products
• Extending the Product Life Cycle
• Modifying Existing Product Lines
• Review Your Marketing Knowledge
• Quality Issues in Product Development and Management
• Product Design
• Engineering and Output
• Service Quality
• Marketing in Action: Chrysler Minivan: A Quality Evaluation
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Campbell’s on the Move
• Career Focus: Managing Your Product
• Part III Case: The Story of Harley-Davidson: The Product

Part IV Distribution

• Chapter 11 Channels of Distribution
• Learning Objectives
• Marketing Profile: Market-Driven Distribution Decisions: Thanks to Electronic Data Interchange
• What Are the Channels of Distribution?
• Why Do We Need Intermediaries?
• The Utility Created by Intermediaries
• Review Your Marketing Knowledge
• The Organization of Marketing Channels
• Consumer Products: Marketing Channels
• Business-to-Business Products: Marketing Channels
• Multiple Channels
• Reverse Channels
• Review Your Marketing Knowledge
• Making Decisions about Marketing Channels: The Key Factors
• Strategic Thinking
• Goals and Objectives
• Company Characteristics
• Customer Characteristics
• Product Characteristics
• Market Characteristics
• Environmental Characteristics
• Market Coverage: How Many Channel Outlets?
• Intensive Distribution
• Exclusive Distribution
• Selective Distribution
• Marketing in Action: Pepsico’s Distribution Applications in Mexico
• Strategic Issues in Market Coverage
• Control Procedures and Legal Issues
• Exclusive Dealing Contracts
• Exclusive Sales Territory
• Tying Contracts
• Marketing Channels: Conflict and Cooperation
• Types of Conflict
• Marketing in Action: Tennis Racquets, Bicycles, and Channel Conflict
• Resolving Conflict
• Review Your Marketing Knowledge
• The Vertically Integrated Market System
• Corporate Vertical Marketing Systems
• Administered Vertical Marketing Systems
• Contractual Vertical Marketing Systems
• Evaluating the Performance of Channel Members
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Franchising Ideas, Experts, and Caution
• Career Focus: Finding the Right Channels
• Chapter 12 Wholesaling and Physical Distribution
• Learning Objectives
• Marketing Profile: Wholesale Clubs Continue to Grow
• Wholesaling
• Wholesaling Functions
• Classifying Dimensions of Wholesalers
• Classifying Wholesalers
• Company-Owned Wholesalers
• Independent Wholesalers
• Merchant Wholesalers
• Review Your Marketing Knowledge
• Agents
• Trends in Wholesaling
• Marketing in Action: Snider, Hayes, Hurd Prospers in a Tough Market
• Physical Distribution
• The Nature of Physical Distribution
• Objectives of Physical Distribution
• The Customer Service Objective
• The Total Cost Objective
• Review Your Marketing Knowledge
• Functions of the Physical Distribution System
• Order Processing
• Warehousing
• Inventory Management and Control
• Transportation
• Marketing in Action: JIT: Panacea or Problem?
• Review Your Marketing Knowledge
• Materials Handling
• Information Systems
• Total Quality Management in a Market-Driven Physical Distribution System
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Railroads Are Making a Comeback
• Career Focus: The Pipelines to Employment
• Chapter 13 Retailing
• Learning Objectives
• Marketing Profile: Retailing in Japan
• The Importance of Retailing
• Retail Functions
• Retail Costs and Margins
• Types of Retailers
• Size of Establishment
• Merchandise Lines Carried
• Marketing in Action: Thriving in Hard Times
• Marketing in Action: Sears Is Trying…
• Level of Service
• Method of Operation
• Form of Ownership
• Location of Facilities
• Summary of Retail Classifications
• Review Your Marketing Knowledge
• Retail Management: Strategy and Decisions
• Target Market Selection
• Marketing in Action: Old Navy: The Gap’s Strategy
• The Retail Decision Support System
• Merchandise Mix Decisions
• Pricing Decisions
• Store Image and Ambience Decisions
• Technology Improvements
• The Wheel of Retailing
• Marketing in Action: Electronic Retailing – Current Uses and Future Possibilities
• Review Your Marketing Knowledge
• Trends in Retailing
• Productivity and Profit Margins
• Increased Competition Versus Consolidation
• Increased Technology
• Environmental Concerns
• Targeting Minorities
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: The Wal-Mart Shadow Is Growing
• Career Focus: Know Your Customer
• Part IV Case: The Story of Harley-Davidson: Distribution

Part V Promotion

• Chapter 14 Communication Strategies
• Learning Objectives
• Marketing Profile: Integrating Promotion to Bring Tourists Down Under
• Integrated Marketing Communications
• Components of Promotion
• Marketing Communications
• The Communication Process
• Marketing in Action: Communicating Clearly
• Interpersonal Versus Mass Communication
• Controlled Versus Uncontrolled Communication
• Response Hierarchies
• The AIDA Model
• The Hierarchy-of-Effects Model
• The Innovation Adoption Model
• Marketing in Action: Fighting Back
• The Information-Processing Model
• Hierarchy Commonalities
• Diagnostic Power of Response Hierarchies
• Alternatively Ordered Response Hierarchies
• Promotional Tools and Consumers’ Responses
• Setting Promotional Objectives
• Elements of Good Promotional Objectives
• Review Your Marketing Knowledge
• Understanding Promotion Costs
• Channel Involvement in Promotion
• Overall Strategy
• Number and Accessibility of Customers
• Complexity of Decision-Making Units
• Standardization of Products and Customers’ Needs
• Customers’ Recognition of Product Benefits
• Turnover of Product Line
• Frequency and Timing of Purchase
• Establishing the Promotional Budget
• The Theoretical Approach
• Top-Down Approaches
• Build-up Approaches
• Determining the Promotional Mix
• Push Versus Pull Strategies
• Theoretical Optimum Mix
• Factors in Mix Planning
• Choosing the Mix: Advertising/Sales Promotion or Personal Selling?
• Review Your Marketing Knowledge
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Promoting the Post Office
• Career Focus: Identify Your Communication Strategy
• Chapter 15 Advertising, Sales Promotion, and Publicity
• Learning Objectives
• Marketing Profile: Advertising Agencies: Integrating Marketing Communications
• Advertising
• Advertising Decisions
• Setting Advertising Objectives
• Determining Ad Type
• Establishing the Advertising Budget
• Selecting the Media
• Choosing a Creative Approach
• Marketing in Action: Pushing Products in Eastern Europe: But Will They Buy It in Poland?
• Measuring Advertising
• Effectiveness
• Testing Methods
• Review Your Marketing Knowledge
• Advertising Agencies
• Ethical Issues in Advertising
• Sales Promotion
• Marketing in Action: The Battle over Old Joe
• Trade Promotions
• Advantages and Disadvantages of Sales Promotion
• Review Your Marketing Knowledge
• Publicity and Public Relations
• The Relationship Between Publicity and Public Relations
• Topics Available for Publicity
• Managing Publicity
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Where and How do you Advertise Automobiles?
• Career Focus: Advertisements for Yourself
• Chapter 16 Personal Selling
• Learning Objectives
• Marketing Profile: Forging Ahead Technologically
• The Importance of Personal Selling
• Review Your Marketing Knowledge
• Types of Sales Jobs
• Order Getters
• Order Takers
• Marketing in Action: Teaming Up to Increase Sales
• Support Salespeople
• The Personal Selling Process
• Phase 1: Preparation
• Phase 2: Persuasion
• Marketing in Action: Protecting Consumers from Telemarketers
• Phase 3: Transaction
• Marketing in Action: Sales Pros Know the Eight Keys to Success
• Review Your Marketing Knowledge
• Sales Management
• Setting Sales Objectives
• Structuring the Sales Force
• Developing a Sales Force
• Directing
• Marketing in Action: Personalizing Incentives
• Evaluation
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Personal Selling in France and Germany
• Career Focus: Selling Yourself
• Part V Case: The Story of Harley-Davidson: Promotions

Part VI Pricing

• Chapter 17 Basic Pricing Concepts
• Learning Objectives
• Marketing Profile: What’s the Big Deal With Everyday Low Pricing?
• The Meaning of Price
• What Is a Price?
• Why Is Price Important to Marketers?
• Key Factors in Price Determination
• Pricing Objectives
• Profit Objectives
• Sales Objectives
• Marketing in Action: EDLP at P&G: The Saga Continues
• Competitive Position Objectives
• Review Your Marketing Knowledge
• Customer Influences
• Demand Analysis and the Impact on Sales
• Elasticity Analysis and Consumer Price Perceptions
• Cost Considerations
• Marketing in Action: Commercial Financial Institutions – Wake Up!
• Product Characteristics
• Positioning
• Stage in the Product Life Cycle
• Single Product or Product Line
• Competitive Forces
• Legal and Regulatory Constraints
• Price Fixing
• Review Your Marketing Knowledge
• Price Discrimination
• Deceptive Pricing
• Predatory Pricing
• Marketing in Action: Wal-Mart: A Predatory Pricer?
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Antitrust Dogfight: The Case of American Airlines
• Career Focus: Determining Your Price
• Appendix 17 Fundamental Economic Analysis for Pricing Decisions
• Demand Analysis
• Price Elasticity of Demand
• Primary Versus Selective Demand
• Demand and Revenue
• Marginal Revenue and Elasticity
• Nonprice Competition and Demand
• Estimating Demand
• Cost Analysis
• Types of Costs
• Maximizing Profit Through Marginal Analysis
• Competitive Structure
• Competitors’ Pricing Behavior
• Other Environmental Influences on Price
• Key Terms
• Chapter 18 Pricing Procedures
• Learning Objectives
• Marketing Profile: Borland Strikes Out in a New Direction
• Price Setting in Practice
• Cost-Based Orientation as a Starting Point
• Cost-plus Pricing
• Intermediary Pricing
• Return-on-Investment (ROI) Pricing
• Pricing Strategies
• Differential Pricing for Consumers
• Marketing in Action: Creative Marketing – Price Flexibility in the Mortgage Market
• Differential Pricing to Channel Members
• Competitive Pricing
• Marketing in Action: Competitive Pricing in a High Tech Industry
• Product-Line Pricing
• Review Your Marketing Knowledge
• Integrative Pricing
• Review Your Marketing Knowledge
• Miscellaneous Pricing Methods
• Value Pricing
• Customary Pricing
• Odd-Even Pricing
• Unit Pricing
• Review Your Marketing Knowledge
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: The Next Round in the Cola Wars
• Career Focus: Influences on Your Price
• Part VI Case: The Story of Harley-Davidson: Pricing

Part VII Marketing Applications

• Chapter 19 Marketing of Services
• Learning Objectives
• Marketing Profile: Flying the Virgin Skies: Virgin Atlantic Airways
• What Is a Service?
• The Changing Service Environment
• Changing Patterns of Government Regulation
• Relaxation of Professional Association Standards
• Privatization
• Computerization and Technological Innovation
• Growth of Franchising
• Expansion of Leasing and Rental Businesses
• Marketing in Action: Hunting for That Dream House
• Manufacturers as Service Providers
• Globalization
• Characteristics of Services
• Intangibility
• Simultaneous Production and Consumption
• Less Standardization
• Perishability
• Nature of the Client Relationship
• Marketing in Action: Creative Supply Solutions
• Classification of Services
• Equipment Versus People
• People Versus Things
• Service Delivery
• Developing a Program for Marketing Services
• Product
• Review Your Marketing Knowledge
• Distribution
• Promotion
• Pricing
• Professional Services: A Special Case?
• Changes in Professional Services Marketing
• Review Your Marketing Knowledge
• Service Quality
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Is Hospital Marketing Dead?
• Career Focus: You’re the Service
• Chapter 20 Marketing in the Social Sector
• Learning Objectives
• Marketing Profile: The Girl Scout Promise: Meet the Needs of Today’s Girl
• The Nature, Scope, and History of Social Sector Marketing
• Marketing in Action: Amnesty International Injects Pizazz
• How Does the Social Sector Differ
• Marketing Strategies for the Social Sector
• Strategic Planning
• Consumer Behavior
• Market Analysis
• Segmentation
• Review Your Marketing Knowledge
• Product
• Distribution
• Pricing
• Promotion
• Review Your Marketing Knowledge
• Marketing in Action: Happy 50^th Anniversary Advertising Council
• Fund Raising
• Cause-related Marketing
• Introducing Marketing into Social Sector Organizations
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Winning and Losing at the Lottery
• Career Focus: Consider the Social Sector
• Part VII Case: The Story of Harley-Davidson: Services

Appendix A Financial Concepts for Marketing Analysis

• Cost Analysis
• Total Costs and Unit Costs
• Variable, Fixed, and Discretionary Costs
• Break-Even Analysis
• Costs and Marketing Strategy
• Operating (or Profit and Loss) Statement
• Variety in Operating Statements
• Analytical ratios
• Markup Computation
• Markdown Computation
• Stockturn

Appendix B Instructions for Using the Personal Computer Exercises Disk

• Hardware Requirements and Operating Environments
• Hardware Requirements for the MS-DOS Version
• Hardware Requirements for the Macintosh Version
• Printers Supported
• Getting Started
• MS-DOS Environment
• Macintosh Environment
• The First Few Screens
• Using the PC Exercises
• Menus
• The Window Menu
• Selecting a Printer
• When You Are Finished

Notes

Glossary

Acknowledgements