TAXONOMY                                                                          MKT 3113.1

1.  Market Delineation/Market Research: (wdef:  eyes & ears of the firm)

        A.  Data:

        B.  Target Market Identification/Characteristics:

2.  Purchase Motivation/Consumer Behavior--(wdef:  mind of the buyer))

3.  Product Adjustment:

A.  Form utility

B.  Price

C.  Brand

D.  Package

E.  Position--projected/perceived

4.  Distribution--(wdef:  arms & legs of the firm)

5.  Promotion/Communication--(wdef:  voice of the firm)

6.  Transaction/Retailing:--(wdef:  in-store activities)

7.     Post-transaction Activities –(wdef:  ensuring satisfaction)

     --servicing

     --living up to warranties, etc.   

8.  Strategic Marketing Planning--(wdef:  direction of the firm)