Table Of ContentMarket Assessment with OR Applications
Mathematical Engineering, Manufacturing, and Management Sciences
Series Editor: Mangey Ram, Professor, Assistant Dean (International Affairs), Department of
Mathematics, Graphic Era University, Dehradun, India
The aim of this new book series is to publish the research studies and articles that bring up the
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Sustainable Procurement in Supply Chain Operations
Edited by Sachin Mangla, Sunil Luthra, Suresh Jakar, Anil Kumar, and Nirpendra Rana
Mathematics Applied to Engineering and Management
Edited by Mangey Ram and S.B. Singh
Mathematics in Engineering Sciences
Novel Theories, Technologies, and Applications
Edited by Mangey Ram
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Market Assessment with OR Applications
Authored by
Adarsh Anand, Deepti Aggrawal, and Mohini Agarwal
CRC Press
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Dedication
Dr. Adarsh Anand would like to dedicate this book to his family & his Guru (Prof P K Kapur).
Dr. Deepti Aggrawal would like to dedicate this book to “AASHIYANA”.
Dr. Mohini Agarwal would like to dedicate this book to her parents, and her beloved sisters.
Contents
Preface
Acknowledgments
Author Biographies
Chapter 1 Introduction to Marketing Management
1.1 Concept of Marketing
1.2 Role of the Marketing Manager
1.3 Marketing Orientation
1.4 Product and Selling Concept
1.5 Types of Marketing
1.6 Problems for Self-Assessment
Chapter 2 Need for Scientific Marketing Analysis
2.1 Decision-Making: A Quantitative Approach
2.1.1 Business Decisions
2.1.2 Abstraction
2.1.3 Model Building
2.1.4 Solutions
2.1.5 Errors
2.1.6 Model-Building Techniques
2.2 Marketing Mix—The Traditional 4Ps
2.3 Modern Concept of the Marketing Mix
2.4 Development of an Effective Marketing Mix
2.5 Types of Competition
2.5.1 Perfect Competition
2.5.2 Imperfect Competition
2.6 Problems for Self-Assessment
Chapter 3 Understanding the Consumer’s Perspective
3.1 External–Internal Influence Diffusion Model
3.1.1 External Influence Model
3.1.2 Internal Influence Model
3.1.3 Mixed Influence Model—The Bass Model
3.2 Adopters Categorization
3.3 Alternative Formulation to the Bass Model
3.4 Market Expansion Strategies
3.5 Consumer Buying Behavior
3.6 New Product Development
3.7 Problems for Self-Assessment
Chapter 4 Product and Brand Management
4.1 Product Life Cycle (PLC)
4.2 Product Line
4.3 Product Mix Strategies
4.4 Concept of Multi Generations of a Product
4.4.1 A Framework by Norton and Bass
4.5 Concept of Brand and Its Name Selection
4.6 Brand Equity and Brand Switching Analysis
4.7 Problems for Self-Assessment
Chapter 5 Pricing Decision: A General Perspective
5.1 Pricing Decisions and Their Objective
5.2 Setting Prices Under Perfect and Imperfect Competition Environments
5.2.1 Pricing Based on the Perfect Competition Scenario
5.2.2 Pricing Strategies Under Imperfect Competition
5.3 Elasticity of Demand and Its Kind
5.4 Joint Optimization
Scenario 1: Optimal Advertising
Scenario 2: Optimal Quality
5.5 Problems for Self-Assessment
Chapter 6 Some Purchasing Policies Under Fluctuating Pricing
6.1 General Procurement Policy
6.2 Single Procurement Policy
6.2.1 Morris Solution Approach
6.2.2 Dynamic Programming Approach
6.3 Some Other Purchasing Policies
6.4 Problems for Self-Assessment
Chapter 7 Distribution Management
7.1 Channels of Distribution
7.2 Location of the Company’s Warehouses
7.3 Problems for Self-Assessment
Chapter 8 Promotional Management Using OR Concepts
8.1 Media Allocation
8.2 Promotional Effort
8.2.1 Single Firm, Single Product, Many Markets
8.2.2 Single Firm, Many Products, Many Markets
8.3 Sales Response to Advertising in the Presence of Competition
8.4 Advertising Impulse
8.5 Problems for Self-Assessment
Index
