文档介绍：- Philip -Kotler
Corporate models:
- better marketing plans
Simulation from puter's 'black box'
has e a powerful new tool
for rationalizing the att of marketing
. .
Foreword
Marketing is so dependent on human judgment, so in- of plex operation-and evaluate the lhmcial im.
. volved plex relationships, and so beset with plications of a proposed marketing plan.
imperfect knowledge that decisions are all too often Mr. Kotler ia the A. iMontgomerg Ward Proffssor of
- made by sheer intuition rather than rational anal* Weting, Gfaduate School of memeat, at No&-
Of course, experience and intuition are vital ingredi- western University, He is currently wdfing a book on
ents in marketing, but chek value can be greatly en- quantitative marketing analysis, which will be pub-
-- haadby objective measurement of market forces. In lished in 1971by Holt, Rinehart & Winston, Inc. %e
this article, the anthor shows how pany can ana- author of Marketing Mc~nagement:Andpis. Planning,
lyze its miukefing system atep by step, express vd- and Control (Englewood CMs, New Jersey, Prentice-
ous reliltionahips explicitly in a model, and then simu- Hall, Inc.], he has &a written several HBR arfich,
late alternative plans on puter. This process including "Operations Research in Wrlteting"' &mu-
will help a daision maker increase his understanding arg-Pebntay 19673.
A
lhemarket planner's task may seem no more be answered by om of mawgement science's
. . onelous plex than that of the plant man- newest and most pramising developments-the
. ager whp must plan the best utilization of the corporate marketing plannii model, which is:
company's labor, equipment, and raw materials, puterized
or af the &uncial oacei who must plan the 0 Indus~-specSc.
flow pany funds. These othef managers, 0 Data-based.
however, pnerally work with better data, more prehensive.
- measurable and dependable input-output rela- 0 Designed for dex~do