Problems in Marketing: Analysis and Applications. Dieser Artikel ist nicht verfügbar.Problems in Marketing: Analysis and Applications

This varied and challenging collection of problems has been written as a supplementary teaching and learning aid to any marketing textbook. The problems cover a wide range of marketing practice, each problem concentrating on a particular concept or technique of marketing management.

Features of the volume are that it: involves students in the different kinds of problems marketing managers face today; encourages students to question concepts and techniques, and so find ways of improving marketing management; and provides students with explanations of the techniques and the methodology for solving problems.

Each problem is fully explained to the student when introduced. Then explicit instructions for solving each problem are given. Finally, the problem itself is introduced alongside some specific discussion questions. Some of the problems only present criteria for making decisions and problem-solving, rather than mathematical techniques.

Problems in Marketing contains 60 problems related to ten major marketing management areas. These 10 areas are: Strategic Marketing (8 problems); Marketing Research (5 problems); Marketing Forecasting (5 problems); Consumer Behaviour, Segmentation and Positioning (5 problems); Product Policy and New-Product Development (8 problems); Pricing Strategies (5 problems); Advertising and Sales Promotion (5 problems); Sales and Distribution Management (7 problems); Services Marketing (6 problems); International Marketing (6 problems).

Included in these are eight computer-aided problems which are designed to expand the student's knowledge on the use of computer spreadsheets in marketing decision-making. The eight problems have had spreadsheet programmes, using Lotus 1-2-3, written for them.These eight problems are: Sales Forecasting: Trend Analysis; Sales Forecasting: Multiple Regression Analysis; Exponential Concave Diffusion Model; Marginal Analysis: Identifying the Profit - Maximizing Advertising Budget; Advertising Media Planning; Print Media Evaluation: Evaluating Magazine Schedules; The Sales-Effort Approach; and Site Location Analysis: the LOCAT Model.

Luiz Moutinhois Foundation Chair of Marketing at the Department of Management, University of Glasgow