A Marketing Information System for the Wood Products Manufacturer

When production capacities and operating costs are essentially fixed in the short term, revenue maximization is an appropriate marketing objective. Opportunities for such maximization arise from the alternatives available in remanufacturing and transporting products, and from the alternatives available in selecting customers and prospects for new business. Marketing information can usually be found in records used to produce sales and accounting reports. Values of relative marketing efficiency and price variances can be determined by calculating the accounting differences between the average realization derived from the elements in the marketing mix. This information helps the manager to decide on a more efficient allocation of marketing activity.

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