Index_C

C

clinical trials

for Leggshosiery, 9596

for Zicam cold remedy nasal gel, 103104, 106, 114, 115

Coil Industries (sample marketing plan), 207234

collage technique, 239

competitors

for Leggs hosiery, 9192, 102

for Philips long-life lightbulbs, 60, 62, 64, 6667, 69, 70, 72, 7576, 80

for Zicam cold remedy nasal gel, 113, 118

see also contingencies

conclusions

of baby shoe manufacturer marketing plan, 285, 292293

of central air conditioner company marketing plan, 265, 275277

of housewares product company marketing plan, 304, 313316

of plastic laminates company marketing plan, 326, 337340

of table mat and napkin company marketing plan, 208, 225228

consumer qualitative research, 8, 261263

consumer usage and attitudes, 10

for alkaline battery manufacturer, 140, 147149

for baby shoe manufacturer, 283284, 285, 286, 289291

for central air conditioner company, 264, 269273

for Energizer EZ Change hearing aid batteries, 1821, 3334

ethnographic research and, 8, 283284, 289291

for hardware products company, 242, 247249

importance of, 34

for Jumbo-Koter by Wooster Brush, 4042, 5354

for Leggs hosiery, 8284, 9398, 99100

for Philips long-life lightbulbs, 6264, 7778

for plastic laminates company, 325, 332334

for table mat and napkin company, 207, 212218

for telephone conferencing device company, 174, 184186

for Treo device, 119122, 124, 131132

contingencies, 9, 13

for alkaline battery manufacturer, 141, 170171

for Jumbo-Koter by Wooster Brush, 48, 57

for Leggs hosiery, 9192, 102

for Philips long-life lightbulbs, 7576, 80

for telephone conferencing device company, 175, 200203

for Zicam cold remedy nasal gel, 113, 118

convenience

importance of, 45

of Leggs hosiery, 81, 9798

coupons , for Leggs hosiery, 8788, 8990

Craftmaster Hardware Products (sample marketing plan), 242260

customer support strategy

for Energizer EZ Change hearing aid batteries, 2627, 36

for Jumbo-Koter by Wooster Brush, 5051

for Philips long-life lightbulbs, 75, 80

in sample marketing plans, 257