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The paper explains how scenarios can be used to create alternative models of markets in way that is useful to marketing managers and the product development team.

The paper outlines the how‐to process for developing and using marketing scenarios.

The paper finds that marketing scenarios can help leaders improve their understanding of future customer behavior; be used with focus groups to test reactions to different products in varying future contexts; be translated into physical environments that help focus groups to “live” in the future; be useful in developing brand strategy and in testing the sustainability of brands; uncover a wider range of choices than those perceived by competitors, facilitating customer preference and longer‐term relationships and explore uncertainty and can help to anticipate new value propositions.

One of the benefits of shorter‐term scenarios is that rather than pointing marketers towards a range of alternative possible industry futures, they are more likely to steer them towards a range of developing market opportunities. Several of the scenarios are likely to play out at the same time in different parts of the market. This means they can help marketers to identify both the sectors where their offering can be competitive and the sectors where it will flounder.

The paper presents several advantages of using marketing analysis tools to analyze a number of potential futures: for example, to gain a perspective beyond the current ones (timeframe, markets, organizational); and also to provide a framework for a discussion of priorities and assumptions that have all ready been made in the organization's “official future.”

The work of protecting the public food supply during the pre‐Christmas rush period can be exhausting, although food inspectors and others engaged nowadays may have achieved the proletarian distinction of the shift system and perhaps, overtime pay, but in the old days, we had none of these blessings and supervising the Christmas fare could indeed be a “dog's life”.

The volume and range of food law enforcement in the field of purity and quality control has grown dramatically in recent times. Only those able to recall the subject from upwards of half a century ago can really appreciate the changes. Compositional control now appears as more of a closely knit field of its own, keeping pace with the advances of food processing, new methods and raw materials. It has its problems but enforcement agencies appear well able to cope with them, e.g. the restructuring of meat, excess water content, fat content, the application of compositional standards to new products, especially meat products, but the most difficult of all areas is that of securing and maintaining acceptable standards of food hygiene. This is one of the most important duties of environmental health officers, with a considerable impact on health and public concern; and one of the most intractible problems, comparable in its results with the insidious onslaught of the ever‐growing problem of noise, another area dependent on the reactions of people; to use an oft repeated cliche — “the human element”.

For the Muslim faithful, the Islamic week indirectly derives from an act of “divine revelation” for the Prophet Muhammad that directs them to use Friday as a congregational day of prayer.⁷ The Koran is strict about this prescription and presents it as an obligation to the faithful. Verses 9 to 11 from chapter 62 provide the social context and religious meaning of the peak day of the Islamic week.⁸ 9. O you who believe, when the call is sounded for prayer on Friday, hasten to the remembrance of Allah and leave off traffic. That is better for you, if you know. 10. But when the prayer is ended, disperse abroad in the land and seek of Allah’s grace, and remember Allah much, that you may be successful. 11. And when they see merchandise or sport, they break away to it, and leave thee standing. Say: what is Allah is better than sport and merchandise. And Allah is the Best of Providers.The exegesis of verses 9 and 11 reveals or implies that the day of congregation is a work day and that Muslims, upon hearing the call for prayer, must leave all their earthly activities – commerce, sport, or any other – and attend the gathering (Juma’a) at the mosque. So work is permitted before the congregational prayer. Verse 10 also indicates that after prayer, one may return to work, confident that entrepreneurial activities may be successful because of the grace of Allah. Friday thus is parceled out in three distinct moments according to the Koran: the half-day’s work in the morning, the prayer time around noon, and the later half-day’s work in the afternoon. It is the only day of the week that is thus fractured.