An interdisciplinary approach to marketing: perspectives for the Christian liberal arts college
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Berrien Springs, Mich.
Andrews Univ. Press
1990
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXII, 413 S. graph. Darst. |
| ISBN: | 0943872642 |
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| 245 | 1 | 0 | |a An interdisciplinary approach to marketing |b perspectives for the Christian liberal arts college |c Harwood Hoover |
| 264 | 1 | |a Berrien Springs, Mich. |b Andrews Univ. Press |c 1990 | |
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| 650 | 4 | |a Ethik | |
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Marketing |x Moral and ethical aspects | |
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Datensatz im Suchindex
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| adam_text | TABLE OF CONTENTS
Part I
Market Exchange and Market Niche
1 Marketing And Its Functions 3
Marketing Defined 3
The Functions of Marketing 4
Functions for Parties to the Exchange 4
Functions for Society 4
Functions Comprising Marketing 7
Questions for Study, Discussion, and Examination 10
2 Human Exchange: Satisfaction,
Utility and Demand Behavior 13
Exploring Utility: Psychology 14
Exploring Utility: Consumer Behavior 24
Satisfaction and Utility: Psychology and
Microeconomics Related 30
vU
Proceeding from Utility: The Microeconomics
of Consumer Choice 32
Proceeding from Utility: Effects of Price Changes 37
Proceeding from Utility: Effects of Income Changes .... 37
Proceeding from Utility to Demand 41
Effects of Other Managerial Variables 48
Group Effects 52
Crossing National Boundaries 54
Chapter Summary 54
Questions for Study, Discussion, and Examination 59
3 Human Exchange: Supply
Behavior and the Market Niche 67
The Supplying Firm: An Economist s Concept 68
The Firm and Profit Maximization 69
Market Structure 71
Competitive Decisions to Supply 74
Supply and Demand in Markets 77
Pure Competition: A Polar Extreme
Case of Market Structure 81
Monpoly: A Polar Extreme
Case of Market Structure 85
Market Structures between Monopoly and Competition . . 86
Market Structure and Pricing Power 92
Regulation and Market Niche 92
Examples in Competitive Markets 94
Examples in Monopoly Markets 94
Examples in Oligopoly Markets 96
Examples in Monopolistically Competitive Markets .... 98
Heterogeneity, Psychology and Ecological Niche 98
Dynamics 100
viU
Crossing National Boundaries 101
Chapter Summary 103
Questions for Study, Discussion, and Examination 106
4 Quantifying the Market Niche:
Financial Measurement ill
Breakeven 112
Contribution Margin 112
Three Dimensions of Marketing Controllable Profit 121
Exploring C.O.E. Within an Individual Offering 122
Contribution Margin in Time: The Future
Pattern of C.O.E., Without Investment
and with Investment 124
C.O.E. Across the Product Line:
Solving the Problem in Year One 126
Longer Term Constraint: Society and Capital 129
The Capital Market 129
Capital Allocation 130
Aids to Conceptualization: Models of Capital Allocation . . 130
Adjustments: Non Profit Organizations 133
Crossing National Boundaries 133
Chapter Summary 137
Appendix A: Perspectives and Calculations for
Evaluating C.O.E. in Tune 139
Net Present Value 140
Ranking Investments: Internal Rate of Return 142
Payback 142
Return on Investment and Associated Calculations . . 146
Understanding Currency Fluctuations 146
Questions for Study, Discussion, and Examination 151
lx
Part II
The Managerial Variables and
the Market Niche
5 Adjusting the Exchange:
the Interaction of Appropriate
Price and Product Design 157
Pricing the Homogeneous Product 158
Pricing the Differentiated Product 161
Pricing and Designing the Differentiated Product:
Understanding the Differentiation 162
Pricing and Designing the Differentiated
Product: Other Factors Affecting Price 165
Market Structure 166
Options for Management Initiative 167
The Response of the Market Niche 167
General Strategic Direction 170
Pricing the Monopoly Product 172
Typical Pricing Objectives 172
The Specialized Terminology of Pricing 173
Perspectives in Product Design 173
Product Classes 173
Branding 173
Competition Among Brands 177
Packaging 177
Crossing National Boundaries 178
Chapter Summary 180
Appendix B: Commonly Used Terms to Describe Pricing,
Behavior, and Express Price 183
Questions for Study, Discussion, and Examination 187
x
6 Adjusting the Exchange: Altering
the Price—Product Interaction
with Promotion 191
The General Problem 192
The Option 192
Sales Promotion 192
Public Relations 192
Advertising 193
Personal Selling 203
Communication Feedback 210
Useful Diagnostic Models 210
Crossing National Boundaries 211
Appendix C: Useful Diagnostic Models for
Marketing Communication 214
Adoption Process Model 221
The Adoption Curve Model 221
TheAIDAModel 222
The Multistage Flow Model 222
Questions for Study, Discussion, and Examination 225
i Adjusting the Exchange: Altering
the Price Product Interaction with Place 231
Channels 231
Forms of Channel Organization 232
Entities and Their Typical Functions 234
Wholesalers and Their Typical Functions 236
1. Buying and Selling 236
2. Transportation and Storage 236
3. Standardizing and Grading 237
4. Financing 237
5. Risk Talcing 238
6. Market Information 238
Specific Wholesaler Types 238
Retailers and Their Typical Functions 239
The Market Niche of the
Retailer and RetailTypes 243
Technological Change in Retailing 247
Channel Dynamics 247
Physical Exchange:
Transportation and Storage 249
Transportation Options: Their Costs
and Customer Service Capabilities 251
Water 252
Pipeline 254
Rail 255
Motor Carriers or Trucks 256
Air 257
Transportation Ownership:
Cost Versus Price 258
Pricing in Transportation Services 258
Innovation and Facilitating
Transportation Services 259
Storage Options: Their Costs and
Customer Service Characteristics 260
Integrated Physical Distribution:
Transportation Plus Storage 262
Enhancing the Market Niche with
Integrated Distribution Policy 263
Crossing National Boundaries 265
Chapter Summary 266
Questions for Study, Discussion, and Examination 268
Part III
Managing the Market
Exchange Process
8 Gaining and Analyzing
Information 277
Environmental Scans 277
Internal Scans or Audits 284
Directed Information Gathering:
Market Research 285
A Market Research Project 285
Market Research: The Management Problem 286
Market Research: The Research Problem 286
Market Research: Research Design 286
Market Research: Field Work 293
Market Research: Data Analysis
Interpretation and Communication 293
Information About the Future 295
Trend Extension 296
Trend Extension and Modeling 299
Modeling 299
Crossing National Boundaries 301
The Normative Versus Empirical
Perspective 302
Chapter Summary 304
Questions for Study, Discussion, and Examination 306
xiii
9 Information Synthesis and
Organizational Strategy 313
Marketing Organization 314
Flexibility in Marketing
Organization 318
Procedures to Facilitate a Whole
Understanding and Strategic Choice 320
Strategic Choice 321
Varieties of Strategy: Conceptual
Aids to Strategic Choice 323
Portfolio Models 323
PIMSResults 326
Contingency Models: A Product Life
Cycle Example 329
The Experience Curve 329
Military Analogy 331
Game Theory 332
Positioning 337
Segmentation 344
Mergers, Acquisitions and Spinoffs 348
The Marketing Concept and
Capital Shifting 350
Risk and Product Market
Expansion 351
Strategic Response Patterns in a
Changing Environment 353
Results of Strategy Selection 353
Crossing National Boundaries 354
The Normative Versus Empirical
Perspectives 357
Chapter Summary 359
Questions for Study, Discussion, and Examination 364
xiv
10 Legal and Ethical Guidelines 371
Marketing Law in the United States 372
Antitrust Laws 372
Consumer Protection Laws 374
Intellectual Property Protection 376
Contract Law 376
Direct Economic Regulation 376
Law and Ethics 378
Marketing Ethics 379
Secular Ethics 380
Religious Ethics 382
Scriptural Ethics 382
Positive Injunction 383
Negative Injunction 384
Governing Perspectives 385
Implications to Marketing Strategy 385
Crossing National Boundaries 386
Law 386
Ethics 388
Ethical Marketing 391
Chapter Summary 392
Questions for Study, Discussion, and Examination 397
xv
List of Figures
Figure 1 Economies of Scale 6
Figure 2 Perception 15
Figure 3 Improvement in Satisfaction or Utility 21
Figure 4 Loss of Satisfaction or Utility 22
Figure 5 Need Structures and the Idea of Tensions 23
Figure 6 Consumer Behavior Models—
The Howard Sheth Model 26
Figure 7 A Low Involvement Buyer Behavior Model—
Engle Blackwell 27
Figure 8 The Sheth Family Decision Making Model 28
Figure 9 The Webster and Wind Model of
Organizational Buying Behavior 29
Figure 10 Buyer s Choice—The Consumer Behavior
and Micro Economic Perspective Related 31
Figure 11 Utility Curves 34
Figure 12 Diminishing Marginal Utility 34
Figure 13 The Budget Line 36
Figure 14 The Economist s Picture of Consumer Choice 36
Figure 15 Effects of Price Changes 38
xvU
Figure 16 Effects of Income Changes 40
Figure 17 Creating a Demand Curve 43
Figure 18 Backward Bending or Prestige Demand Curve 44
Figure 19 Perfectly Inelastic Demand 45
Figure 20 Relatively Inelastic Demand 47
Figure 21 Relatively Elastic Demand 47
Figure 22 Effect of Successful Product or Service Differentiation . 50
Figure 23 Effect of Promotion or Communication 50
Figure 24 Effect of Place 51
Figure 25 The Economist s Portrayal of the Firm 70
Figure 26 Costs and Revenue 72
Figure 27 Definitions Explored 73
Figure 28 Supply Decisions of the Individual Firm:
An Economist s Portrayal 75
Figure 29 The Supply Curve, Horizontal Summation
of Individual Choice to Supply 78
Figure 30 Supply and Demand in a Market 80
Figure 31 Consumer Surplus 82
Figure 32 Pure Competition 84
Figure33 Monopoly 87
Figure 34 Monopoly of the World Market
for Lead Lifeboats 88
Figure 35 Price Effects of Shifting the Demand Curve 88
Figure 36 The Oligopoly Kinked Demand Curve 91
Figure 37 Market Structure and Pricing Power 93
Figure 38 Regulation of Competitive Markets 95
Figure 39 Price Control In Monopoly 97
Figure 40 The Product Life Cycle OR
Innovation Life Cycle 102
Figure 41 Breakeven Analysis 113
xviii
Figure 42 Overhead, Incremental Costs and
Incremental Revenues 115
Figure 43a Product Profitability Analysis 116
Figure 43b Contribution to Overhead and Earnings [C.O.E.] .... 118
Figure 44a C.O.E. Analysis 119
Figure 44b Three Dimensions of Contribution Margin 120
Figure 45 C.O.E. in the Individual Offering 123
Figure 46a C.O.E. in Time: No Investment 125
Figure 46b CO.E. in Time: Investment 125
Figure 47 C.O.E. Across the Product Line 127
Figure 48 Example of a Linear Programming
Approach to Short Term Profit
Maximization Across the Product Line 128
Figure 49 Marketing Decisions as Capital Allocations 131
Figure 50 Marketing Decisions as Capital Allocations:
The BCG Model 132
Figure 51 Marketing a Japanese Manufactured Product in
the United States: Results in Dollars and Yen 135
Figure 52 Translated to CO.E. in US Dollars 136
Figure 53 Currency Fluctuations and Results
in the Reference Currency 138
Figure A l Cash Flow Benefits 141
FigureA 2 Compounding of $1.00 at 10% 143
Figure A 3 A Logical Development of the Net
Present Value Calculation 144
Figure A 4 Converting NPV to IRR 145
Figure A 5 A Balance of Trade Deficit and Its
Effect upon the Value of Currency 147
Figure 54 Buyer s Choice—The Consumer Behavior and
Micro Economic Perspectives Related 160
Figure 55 Linear Models and the Engle Blackwell Model 164
xlx
Figure 56 Options for Management Initiative
and the Place of Price 168
Figure 57 Contribution Margin of the Individual Offering .... 169
Figure 58 Effects to Consider when Pricing 171
Figure 59 Consumer Goods Classes 174
Figure 60 Industrial Goods Classes 175
Figure 61 Consumer Behavior Perspectives Are Useful in
Advertising 194
Figure 62 A Message Appeal May Appeal to any Level
of Maslow s Hierarchy of Needs 200
Figure 63 Common Terms and Concepts to Describe
Sales Presentations 207
The Engle Blackwell Model of Consumer
Behavior—High Involvement 215
The Engle Blackwell Model of Consumer
Behavior—Low Involvement 216
Information Loop Concept 217
A General Model of Communications 217
Microeconomic Models 218
Communications which Reduce Competition 219
Figure 64 The Terms Vertical and Horizontal as
Used in Distribution 233
Figure 65 Sources of Power 235
Figure 66 Common Terms Describing Wholesalers 240
Figure 67 Axes to Characterize Retail Strategy 242
Figure 68 Common Terms for Retailer Types 244
Figure 69 Aspects of Retail Strategies for Representative Types . . 245
Figure 70 Integeration in Channels 250
Figure 71 Costs Versus Contribution to
Customer Service by Mode 253
Figure 72 Customer Service and Revenue 264
xx
Figure 73 Common Demographic Terms Used in Marketing . . . 279
Figure 74 A National Economy 281
Figure 75 Leading Indicators in the U.S. Economy 282
Figure 76 An Experimental Design Using a Control Group .... 287
Figure 77 Statistical Inference 289
Figure 78 Sampling Procedures and Examples 290
Figure 79 Level of Confidence, Precision, and Sample Size .... 292
Figure 80 Established Measurement Devices 294
Figure 81a Simple Trend Extension by Geometric
Projection 297
Figure 81b Simple Trend Extension by Geometric Projection .... 297
Figure 82 A Possible Use of Multiple Regression 298
Figure 83 Hierarchical Structures
Organized by Function 315
Figure 84 The Product Manager in a Matrix Context 315
Figure 85 The Market Manager in a Matrix Context 317
Figure 86 The New Product Manager 317
Figure 87 The BCG Matrix 325
Figure 88 The General Electric Planning Grid 327
Figure 89 The Directional Policy Matrix 328
Figure 90 The Innovation Life Cycle or
the Product Life Cycle 330
Figure 91 Attack Strategies, Governing
Principles and Marketing Examples 333
Figure 92 Defense Strategies
Governing Principles and Marketing Examples 334
Figure 93 Payoff Matrices 336
Figure 94 Probable Outcomes 338
Figure 95 Product Positioning 340
Figure 96 The Repositioning of Product B 340
xxi
Figure 97 Identification of a New Potential Market Niche 342
Figure 98 Repositioning Product B to The Ideal Position 343
Figure 99 Financial Viability of Alternative Segments 346
Figure 100 The Boston Consulting Group Matrix
Classifying Firms or Subsidiaries Held 349
Figure 101 Product market Expansion Grid 352
Figure 102 International Organizational Forms 356
Figure 103 International Product Market Portfolios 358
Figure 104 Sources of Power 360
Figure 105 The Nature of Rail Monopoly 377
xxU
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| spelling | Hoover, Harwood Verfasser aut An interdisciplinary approach to marketing perspectives for the Christian liberal arts college Harwood Hoover Berrien Springs, Mich. Andrews Univ. Press 1990 XXII, 413 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Ethik Marketing Marketing Moral and ethical aspects Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=002952387&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hoover, Harwood An interdisciplinary approach to marketing perspectives for the Christian liberal arts college Ethik Marketing Marketing Moral and ethical aspects Marketing (DE-588)4037589-4 gnd |
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| title | An interdisciplinary approach to marketing perspectives for the Christian liberal arts college |
| title_auth | An interdisciplinary approach to marketing perspectives for the Christian liberal arts college |
| title_exact_search | An interdisciplinary approach to marketing perspectives for the Christian liberal arts college |
| title_full | An interdisciplinary approach to marketing perspectives for the Christian liberal arts college Harwood Hoover |
| title_fullStr | An interdisciplinary approach to marketing perspectives for the Christian liberal arts college Harwood Hoover |
| title_full_unstemmed | An interdisciplinary approach to marketing perspectives for the Christian liberal arts college Harwood Hoover |
| title_short | An interdisciplinary approach to marketing |
| title_sort | an interdisciplinary approach to marketing perspectives for the christian liberal arts college |
| title_sub | perspectives for the Christian liberal arts college |
| topic | Ethik Marketing Marketing Moral and ethical aspects Marketing (DE-588)4037589-4 gnd |
| topic_facet | Ethik Marketing Marketing Moral and ethical aspects |
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