CITY or TOWN

CITY or TOWN

 

Page:

        CITY or TOWN

1

~ .... MARKETS

~ ...... TERMS USED IN THIS REPORT

~ ...... VALUE TERMS AND VOLUME TERMS

2

~ ...... MARKET VALUE for the Country : Historic

~ ...... ~ PRODUCT SECTOR : VALUE

3

~ ...... MARKET VALUE FORECAST for the Country & the City or Town

~ ...... ~ PRODUCT SECTOR : VALUE

4

~ ...... PRODUCT DEVELOPMENT for the Country : Historic

~ ...... ~ PRODUCT SECTOR : % OF TOTAL MARKET

6

~ ...... PRODUCT DEVELOPMENT FORECAST for the Country & the City or Town

~ ...... ~ PRODUCT SECTOR : % OF TOTAL MARKET

7

~ ...... MARKET DATA NOTES

~ ...... MARKET ENVIRONMENT

~ ...... Market Growth

~ ...... Market Structure

~ ...... Market/s Serviced

~ ...... TRADING AREA

~ ...... MARKET COVERAGE

9

~ .... Market forecast notes

19

~ .... MARKET NORMS

21

~ ...... MARKET GROWTH RATE ANNUAL INDICES

~ ...... MARKET MULTIPLIERS

~ ...... INDUSTRY INDICES

~ ...... INDUSTRY PROFILE

22

~ ...... CUSTOMER PROFILES

23

~ .. PRODUCT MARKETING FACTORS

~ .... CRITICAL FACTORS + PARAMETERS

25

~ ...... CRITICAL FACTORS + PARAMETERS

27

~ .... MARKET & PRODUCT SEGMENTATION

32

~ .... PRODUCT LAUNCH FACTORS

~ ...... ADOPTION RATES

~ ...... CONVERSION RATIOS

~ ...... SALES GROWTH

~ ...... PRODUCT LAUNCH DATA

34

~ .... PRODUCT LAUNCH FACTORS - PRODUCTS

~ ...... ADOPTION RATES : PRODUCT REVISIONS

~ ...... ADOPTION RATES : NEW PRODUCTS

35

~ .... PRODUCT LAUNCH FACTORS - PRODUCTS

~ ...... CONVERSION RATIOS : PRODUCT REVISIONS

~ ...... CONVERSION RATIOS : NEW PRODUCTS

36

~ .... PRODUCT LAUNCH FACTORS - PRODUCTS

~ ...... POTENTIAL FIRST YEAR GROWTH : PRODUCT REVISIONS

~ ...... POTENTIAL FIRST YEAR GROWTH : NEW PRODUCTS

38

~ .. PROMOTIONAL MIX

~ .... Advertising

~ ...... i. Public presentation

~ ...... ii. Pervasiveness

~ ...... iii. Amplified expressiveness

~ ...... iv. Impersonality

39

~ ............ ADVERTISING -v- SELLING

~ ~ ...... Advertising : Public Presentation

~ ~ ...... Advertising : Pervasiveness

~ ~ ...... Advertising : Expressiveness

~ ~ ...... Selling : Sales Technique

~ ~ ...... Selling : Prospect Cultivation

~ ~ ............ Products

40

~ .... Personal selling

~ ...... i. Personal confrontation

~ ...... ii. Cultivation

~ ...... iii. Response

41

~ .... Publicity

~ ...... i. High veracity

~ ...... ii. Off guard

~ ...... iii. Dramatization

42

~ ............ PUBLICITY + SALES PROMOTION

~ ~ ...... Publicity Effect : Accepted Veracity

~ ~ ...... Publicity Effect : Off Guard perceptions

~ ~ ...... Publicity Effect : Dramatization

~ ~ ...... Sales Promotion : Insistent

~ ~ ...... Sales Promotion : Product Demeaning

~ ~ ............ Products

43

~ .... Sales Promotion

~ ...... i. Insistent presence

~ ...... ii. Product demeaning

44

~ .... PROMOTION MIX

~ ...... Consumer -v- Industrial

45

~ ............ ADVERTISING RATING

~ ~ ...... Awareness Building

~ ~ ...... Comprehension Building

~ ~ ...... Efficient Reminding

~ ~ ...... Lead Generation

~ ~ ...... Legitimation & Reassurance

~ ~ ............ Products

46

~ ...... The role of advertising in marketing

~ ...... i. Awareness building

~ ...... ii. Comprehension building

~ ...... iii. Efficient reminding

~ ...... iv. Lead generation

~ ...... v. Legitimation

~ ...... vi. Reassurance

48

~ ............ PERSONNEL SELLING RATING

~ ~ ...... Selling for Distribution Channel Stock Position Increase

~ ~ ...... Selling for Company Stock Position Decrease

~ ~ ...... Selling for Discounted Stocks

~ ~ ...... Selling for Enthusiasm Building

~ ~ ...... Missionary Selling

~ ~ ............ Products

49

~ ...... The role of personal selling in marketing

50

~ .... PROMOTION + ORGANIZATION

51

~ ............ MARKETING COSTS

~ ~ ...... Advertising Costs

~ ~ ...... Sales Costs

~ ~ ...... Distribution Costs

~ ~ ...... After Sales Costs

~ ~ ...... Total Marketing Costs

~ ~ ............ Products

52

~ .. SALES PROMOTION

~ ...... Integrating the total marketing operation

~ ...... i. Promotional aims

54

~ ...... ii. Co-ordination

~ ...... iii. Sales-force presentation

~ ...... Budgeting

56

~ ...... Frequency of promotions

~ ...... Matching product to promotion

~ ...... Different types of testing

~ ...... i. Conditions and restrictions

57

~ ...... ii. Selecting services and supplies

~ ...... Meeting deadlines

~ ...... ~ Continuity of interest

~ ...... Evaluating campaigns

58

~ ............ SALES CAMPAIGNS

~ ~ ...... Marketing Integration

~ ~ ...... Budgeting Efficiency

~ ~ ...... Campaign Performance

~ ~ ...... Campaign Monitoring & Evaluation Procedures

~ ~ ...... Campaign Flexibility

~ ~ ............ Products

59

~ ...... ~ Emotional response

~ ...... Increasing promotional activity

60

~ .... PROMOTION EVALUATION

~ ...... PERCEPTION OF THE MARKET

62

~ ...... SALES PROMOTIONS RESEARCH

63

~ ...... i. Research pre-testing

~ ...... ii. Research post-testing

64

~ ...... iii. Constraints on research

~ ...... METHODOLOGY

65

~ ...... PROBLEMS OF EVALUATION OF SALES PROMOTION

~ ...... i. Proofs of success

66

~ ...... SALES PROMOTIONS EVALUATION CRITERIA

67

~ ...... TACTICAL AND STRATEGIC OBJECTIVES

~ ...... i. Tactical below-the-line activities

~ ...... ii. Strategic below-the-line activities

~ ...... PERFORMANCE-EVALUATION CRITERIA

68

~ ...... SALES AS THE DEPENDENT VARIABLE

69

~ ...... MODEL RESEARCH BRIEF

~ ...... i. Research objectives

~ ...... ii. Action criteria

~ ...... iii. Decision criteria

~ ...... iv. Action standards

70

~ ............ PROMOTIONAL PERFORMANCE

~ ~ ...... Promotional Research & Methodology

~ ~ ...... Promotion Evaluation & Monitoring

~ ~ ...... Promotion Performance & Efficiency

~ ~ ...... Promotion Targeting

~ ~ ...... Promotion Flexibility

~ ~ ............ Products

71

~ ...... THRESHOLD AND TARGET GOALS

72

~ ............ SALES PROMOTION COSTS

~ ~ ...... Advertising : Mail : Media

~ ~ ...... Sales Personnel : Expenses : Materials

~ ~ ...... Sale Promotion Materials : Print

~ ~ ...... Sales Point-of-Sale Systems & Materials

~ ~ ...... Publicity : P.R. : Exhibitions

~ ~ ............ Products

74

~ .... MARKETING COSTS

76

~ .... HISTORIC MARKETING COSTS & MARGINS

~ ...... SALES COSTS

~ ...... DISTRIBUTION + HANDLING COSTS

~ ...... ADVERTISING COSTS

~ ...... AFTER-SALES COSTS

~ ...... TOTAL MARKETING COSTS

77

~ .... HISTORIC MARKETING COST RATIOS & MARGINS

~ ...... PROFIT RATIOS

~ ...... MARKETING RATIO

~ ...... MARKETING OPERATIONAL RATIOS

~ ...... MARKETING COSTS

78

~ .... MARKETING COSTS FORECAST + RATIOS FORECAST

~ ...... SALES COSTS FORECAST

~ ...... DISTRIBUTION + HANDLING COSTS FORECAST

~ ...... ADVERTISING COSTS FORECAST

~ ...... AFTER-SALES COSTS FORECAST

~ ...... TOTAL MARKETING COSTS FORECAST

79

~ .... MARKETING MARGINS + RATIOS FORECAST for PRODUCT LAUNCH

~ ...... PROFIT RATIOS FORECAST

~ ...... MARKETING RATIOS FORECAST

~ ...... MARKETING OPERATIONAL RATIOS FORECAST

~ ...... MARKETING FACTORS FORECAST

80

~ .... Financial forecast notes

81

~ .... HISTORIC FINANCIAL DATA

82

~ .... Historic Balance Sheet

83

~ ~ ...... Historic Costs & Margins

84

~ ~ ........ Historic Financial Ratios & Margins

85

~ ~ .......... Historic Operational Ratios & Margins

86

~ .... Financial forecast notes

87

~ .... MARKET FINANCIAL FORECASTS :

88

~ .... Base Forecast : Median Market Scenario Balance Sheet Forecast

89

~ ...... Base Forecast : Median Market Scenario Operational Costs Forecast

90

~ ........ Base Forecast : Median Market Scenario Financial Ratios

91

~ .......... Base Forecast : Median Market Scenario Operational Margins

93

~ .... Financial data definitions

 

INDEX

 

Action criteria, 69
Action standards, 69
ACTUAL PRICE PAID, 1
ADOPTION RATES, 32
ADOPTION RATES : NEW PRODUCTS, 34
ADOPTION RATES : PRODUCT REVISIONS, 34
Advertising, 38
Advertising Costs, 51, 76
ADVERTISING COSTS FORECAST, 78
ADVERTISING RATING, 45
ADVERTISING -v- SELLING, 39
Advertising : Expressiveness, 39
Advertising : Mail : Media, 72
Advertising : Pervasiveness, 39
Advertising : Public Presentation, 39
After Sales Costs, 51
AFTER-SALES COSTS, 76
AFTER-SALES COSTS FORECAST, 78
Amplified expressiveness, 38
Average Annual Sales Growth Rate, 20
AVERAGE GROWTH TRENDS, 12
Awareness Building, 45, 46

Balance Sheet Base Forecast : Median Market Scenario, 88
Balance Sheet Historic, 82
Budgeting, 54
Budgeting Efficiency, 58
Buyer Age Profile in the range 0-19 Years, 20
Buyer Age Profile in the range 20-24 Years, 20
Buyer Age Profile in the range 25-34 Years, 20
Buyer Age Profile in the range 35-44 Years, 20
Buyer Age Profile in the range 45-54 Years, 20
Buyer Age Profile in the range 55-64 Years, 20
Buyer Age Profile in the range 65+ / Years, 20
Buyer Profile in the AB Social Group, 20
Buyer Profile in the C1 Social Group, 20
Buyer Profile in the C2 Social Group, 20
Buyer Profile in the DE / Unallocated Social Group, 20

Campaign Flexibility, 58
Campaign Monitoring & Evaluation Procedures, 58
Campaign Performance, 58
Capacity Utilization as a measure of Standard Capacity, 20
Comprehension Building, 45, 46
Conditions and restrictions, 56
Constraints on research, 64
Consumer -v- Industrial, 44
Continuity of interest, 57
CONVERSION RATIOS, 32
CONVERSION RATIOS : NEW PRODUCTS, 35
CONVERSION RATIOS : PRODUCT REVISIONS, 35
Costs & Margins Historic, 83
Co-ordination, 54
CRITICAL FACTORS + PARAMETERS, 23, 25
Cultivation, 40
Customer & End User Factors, 7

DATABASE GEOGRAPHIC COVERAGE, 18
Decision criteria, 69
Different types of testing, 56
Direct promotion, 60
Discounted & Promotional Market Level, 20
Display material, 60
Distribution channels incentives, 60
Distribution Costs, 51
DISTRIBUTION + HANDLING COSTS, 76
DISTRIBUTION + HANDLING COSTS FORECAST, 78
Dramatization, 41

Efficient Reminding, 45, 46
Emotional response, 59
End User Age Profile in the range 0-19 Years, 20
End User Age Profile in the range 20-24 Years, 20
End User Age Profile in the range 25-34 Years, 20
End User Age Profile in the range 35-44 Years, 20
End User Age Profile in the range 45-54 Years, 20
End User Age Profile in the range 55-64 Years, 20
End User Age Profile in the range 65+ / Years, 20
End User or final distribution level, 1
End User Profile in the AB Social Group, 20
End User Profile in the C1 Social Group, 20
End User Profile in the C2 Social Group, 20
End User Profile in the DE / Unallocated Social Group, 20
End User & Consumer Market Level, 20
Enterprises within the Range 100+ Employees, 20
Enterprises within the Range 1-19 Employees, 20
Enterprises within the Range 20-99 Employees, 20
Enterprises within Unspecified / Unallocated Employees, 20
Enthusiasm building, 49
Evaluating campaigns, 57
EXCHANGE RATE, 17

Financial data definitions, 93
Financial forecast notes, 80, 86
Financial Ratios Base Forecast : Median Market, 90
Financial Ratios & Margins Historic, 84
FORECAST DATA AND TIME SERIES, 10
Frequency of promotions, 56

High veracity, 41
HISTORIC DATA AND TIME SERIES, 10
HISTORIC FINANCIAL DATA, 81
HISTORIC MARKETING COST RATIOS & MARGINS, 77
HISTORIC MARKETING COSTS & MARGINS, 76

Immediate Consumer and End User Customers, 20
Immediate Non-Specific Customers / Unallocated, 20
Immediate OEM and Manufacturing Customers, 20
Immediate Wholesale & Retail Customers, 20
Impersonality, 38
Increased stock position, 49
Increasing promotional activity, 59
Index of Comparative Advertising Expenditure, 20
Index of Comparative General Promotional Expenditure, 20
Index of Comparative Salesforce and Selling Expenditure, 20
INDUSTRY SHIPMENT VALUES OR PRICES, 1
Insistent presence, 43
Instable Market Share as an Index of Total Market, 20
Integrating the total marketing operation, 52

Lead Generation, 45, 46
Legitimation, 46
Legitimation & Reassurance, 45

MARKET COVERAGE, 7
MARKET DATA DEFINITIONS, 9
MARKET DATA NOTES, 7
MARKET ENVIRONMENT, 7
MARKET FINANCIAL SCENARIOS FORECASTS, 87
Market forecast notes, 9
Market Growth, 7
MARKET NORMS, 19
Market Structure, 7
MARKET VALUE FORECAST, 3
MARKET VALUE, 2
MARKET & PRODUCT SEGMENTATION, 27
MARKETING COSTS, 51, 74, 77
MARKETING COSTS FORECAST, 78
MARKETING FACTORS FORECAST, 79
Marketing Integration, 58
MARKETING MARGINS + RATIOS FORECAST, 79
MARKETING OPERATIONAL RATIOS, 77
MARKETING OPERATIONAL RATIOS FORECAST, 79
MARKETING RATIO, 77
MARKETING RATIOS FORECAST, 79
MARKETS, 1
Market/s Serviced, 7
Matching product to promotion, 56
Meeting deadlines, 57
METHODOLOGY, 64
Missionary Selling, 48, 49
MODEL RESEARCH BRIEF, 69

New Products as a % of the Total Output, 20
NOTES AND DEFINITIONS, 9

OEM & Manufacturers Market Level, 20
Off guard, 41
Operational Costs Base Forecast : Median Market, 89
Operational Margins Base Forecast : Median Market, 91
Operational Ratios & Margins Historic, 85

PERCEPTION OF THE MARKET, 60
PERFORMANCE-EVALUATION CRITERIA, 67
Personal confrontation, 40
Personal selling, 40
PERSONNEL SELLING RATING, 48
Pervasiveness, 38
Plant and Equipment in Use over years 9 old / Years, 20
Plant and Equipment in Use within the range 0-3 years, 20
Plant and Equipment in Use within the range 3-6 years, 20
Plant and Equipment in Use within the range 6-9 years, 20
Plant and Equipment Investment Equal to Depreciation, 20
Plant and Equipment Investment greater than Depreciation, 20
Plant and Equipment Investment Less than Depreciation, 20
Plant and Equipment Investment - Unallocated, 20
Plant & Equipment Average Annual Investment, 20
Point-of-sale aids, 60
Point-of-sale promotional activity, 60
POTENTIAL FIRST YEAR GROWTH : NEW PRODUCTS, 36
POTENTIAL FIRST YEAR GROWTH : PRODUCT REVISIONS, 36
Price actually paid net of discounting, 1
PRICE PAID BY End Users , 1
PROBLEM OF CURRENCY CONVERSIONS, 17
PROBLEMS OF EVALUATION OF SALES PROMOTION, 65
Product Adoption Rates, 20
Product demeaning, 43
PRODUCT DEVELOPMENT FORECAST, 6
PRODUCT DEVELOPMENT, 4
PRODUCT LAUNCH DATA, 32
PRODUCT LAUNCH FACTORS, 32
PRODUCT LAUNCH FACTORS - PRODUCTS, 34, 35, 36
PRODUCT MARKETING FACTORS, 23
Product Prices as a % of the Market Average, 20
Product Sales Conversion Rates, 20
PRODUCT SECTOR : % OF TOTAL MARKET, 4, 6
PRODUCT SECTOR : VALUE, 2, 3
PROFIT RATIOS, 77
PROFIT RATIOS FORECAST, 79
PROMOTION EVALUATION, 60
Promotion Evaluation & Monitoring, 70
Promotion Flexibility, 70
PROMOTION MIX, 44
Promotion Performance & Efficiency, 70
Promotion Targeting, 70
PROMOTION + ORGANIZATION, 50
Promotional aims, 52
PROMOTIONAL MIX, 37
PROMOTIONAL PERFORMANCE, 70
Promotional Research & Methodology, 70
Proofs of success, 65
Public presentation, 38
Publicity, 41
Publicity Effect : Accepted Veracity, 42
Publicity Effect : Dramatization, 42
Publicity Effect : Off Guard perceptions, 42
PUBLICITY + SALES PROMOTION, 42
Publicity : P.R. : Exhibitions, 72

Reassurance, 46
Relative Employee Compensation Index, 20
Relative Forward Integration Index, 20
Relative output of Products of a Superior Quality, 20
REPORT TYPES, 14
Research objectives, 69
Research post-testing, 63
Research pre-testing, 63
Response, 40
Retail Sale Prices, 1
RETAIL VALUES OR PRICES, 1
Retailer & Added Value Retailer Market Level, 20
Role of advertising in marketing, 46
Role of personal selling in marketing, 49

Sale Promotion Materials : Print, 72
SALES AS THE DEPENDENT VARIABLE, 68
SALES CAMPAIGNS, 58
Sales Costs, 51, 76
SALES COSTS FORECAST, 78
SALES GROWTH, 32
Sales Personnel : Expenses : Materials, 72
Sales Point-of-Sale Systems & Materials, 72
Sales Promotion, 43, 52
SALES PROMOTION COSTS, 72
Sales Promotion : Insistent, 42
Sales Promotion : Product Demeaning, 42
SALES PROMOTIONS EVALUATION CRITERIA, 66
SALES PROMOTIONS RESEARCH, 62
Sales-force presentation, 54
Selecting services and supplies, 57
Selling for Company Stock Position Decrease, 48
Selling for Discounted Stocks, 48
Selling for Distribution Channel Stock Position, 48
Selling for Enthusiasm Building, 48
Selling : Prospect Cultivation, 39
Selling : Sales Technique, 39
Sponsorship., 60
Standardized Products & Services Index, 20
Strategic below-the-line activities, 67
Supplier Concentration = 20 Largest, 20
Supplier Concentration = 50 Largest, 20
Supplier Concentration = 8 Largest, 20
Supplier Concentration = Unspecified / Unallocated, 20
Supplier or Producer Prices, 1

TACTICAL AND STRATEGIC OBJECTIVES, 67
Tactical below-the-line activities, 67
TERMS USED IN THIS REPORT, 1
THRESHOLD AND TARGET GOALS, 71
Total Marketing Costs, 51, 76
TOTAL MARKETING COSTS FORECAST, 78
TRADING AREA, 7

VALUE TERMS AND VOLUME TERMS, 1

Wholesale or Distributors Sale Prices, 1
WHOLESALE VALUES OR PRICES, 1
Wholesale & Distributor Market Level, 20

YEAR-ON-YEAR TREND, 12