A Technique for the Evaluation of Competitive Marketing Strategies

Author

Roger D. Eck

Publication Date

6-2-1966

Abstract

As originally conceived, this thesis would have defended a preferred marketing strategy for use in the United States for electrical impulse counters. Such as effort would have required the collection of sufficient data to permit the formulation and testing of a model of the market for electrical impulse counters. With a defensible model- -that is, a model of acceptable accuracy- -the extent to which each of several alternative marketing strategies might satisfy a specified set of objectives could have been evaluated. Investigation indicated that the required data could not be obtained at an acceptable cost in time. In its present form, this thesis makes no attempt to define and defend optimal marketing strategies for use in an existing real-world market. Reference is made to the United States market for electrical impulse counters as a device to assist in the selection of a few types of market interactions that might be of concern to a marketer. The thesis is concerned with the evaluation of several marketing strategies in a system that exhibits several specified characteristics. No attempt will be made to assert that the several characteristics. That are specified for a marketing system in this thesis are extant in any single market in the real world. Reality, in this thesis, is a model.

Language

English

Document Type

Thesis

Degree Name

Master of Business Administration (MBA)

Level of Degree

Masters

Department Name

Anderson School of Management

First Committee Member

Lothar George Winter

Second Committee Member

Frank Parker Fowler Jr.

Third Committee Member

Arthur A. Blumenfeld

Recommended Citation

Eck, Roger D.. "A Technique for the Evaluation of Competitive Marketing Strategies." (1966). https://digitalrepository.unm.edu/anderson_etds/46