Titlebook: Marketing and Economics; Merlin Stone Book 1980 Merlin Stone 1980 Advertising.brand.Distribution.innovation.market segmentation.marketing.

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Decision Analysis,ll not describe in detail the various decision techniques that are used or have their roots in economics. For this we refer the reader to any text on managerial economics.. Rather, we concentrate on certain methodological issues involved in the analysis of marketing decisions.

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The Economy,job successfully the manager needs to be well informed about the firm and its environment (buyers, distributors, competitors, resource usage inside the firm, etc.). Information about these areas needs to be obtained and interpreted without too much expenditure of time and resources. In Chapters 4–7,

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Cost Analysis,s, in particular what it costs his firm to produce particular products and market them in particular ways. It helps if marketing management is able to assess independently the cost information supplied by accountants as data on which to base those marketing decisions. Let us consider an example to s

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Pricing, analysis of pricing policy starts by analysing the effect of price on the quantity demanded (the price elasticity of demand). Because the quantity demanded is related to the quantity produced, and because unit costs may be affected by the quantity produced, price changes may lead to cost changes. S

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Promotion,scounts. All above-the-line promotional methods share the same general characteristic that they involve the purchase or use of services (and sometimes goods) in an attempt to increase or maintain sales (i.e. shifting the demand curve outwards or maintaining its position). Corporate advertising may b

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