Economic theory and marketing practice:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Oxford u.a.
Butterworth-Heinemann
1992
|
| Ausgabe: | 1. publ. |
| Schriftenreihe: | The marketing series: student
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XI, 386 S. graph. Darst., Kt. |
| ISBN: | 0750602414 |
Internformat
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| 100 | 1 | |a Hatton, Angela |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Economic theory and marketing practice |c Angela Hatton and Michael Oldroyd |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a Oxford u.a. |b Butterworth-Heinemann |c 1992 | |
| 300 | |a XI, 386 S. |b graph. Darst., Kt. | ||
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| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a The marketing series: student | |
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Preface xii
Acknowledgements xv
PARTI MICROECONOMICS
Section One Introduction 3
Chapters
1 Economics and marketing 5
Aims 5
Glossary 5
Economics and marketing common and uncommon grounds 6
The development of marketing the economists view 7
2 The economic problem 12
Aims 12
Glossary 12
Defining economics 13
Alternative solutions to the national economic problem 13
Alternative economic systems 15
Marketing s view of the economic problem 18
Section One: Project 20
Section Two The Product 21
Chapters
3 What is a product? 23
Aims 23
Glossary 23
The basics 24
Economic benefit 25
How much of a product to buy? 30
The marketing perspective 31
The marketer and the concept of utility 31
4 Demand and supply and how they change 34
Aims 34
Glossary 34
The basics of demand 35
The demand curve 35
Using demand analysis 37
The response of the suppliers 47
Market supply 48
Supply analysis 49
Conditions of supply 52
Product life cycle and new product development 52
vi Contents
5 Elasticity its calculation and marketing implications 55
Aims 55
Glossary 55
Elasticity measurement and scale 55
Real demand curves 62
Measuring other types of elasticity 63
A note on price elasticity 67
A note on promotional elasticity 67
The value of the elasticity concept 68
Section Two: Projects 68
Section Three Price 73
Chapters
6 Aims 75
Glossary 75
The market mechanism in operation 75
Changes in the conditions of demand 77
Benefits of the market mechanism 82
Problems with the market mechanism 83
Why price fails to ensure optimum resource allocation 84
Marketing and social costs 84
Government s influence on price 86
The marketer s view of taxation and subsidy 88
Price from the marketing perspective 88
Deciding on price 89
7 Costs the price floor 91
Aims 91
Glossary 91
Types of cost 92
Division of labour 96
Expansion and its effect on costs 98
What is the long run? 98
Interpreting long run average cost curves 100
Economies of scale 101
Diseconomies of scale 103
How much expansion is likely? 103
Is small beautiful? 104
Marginal cost pricing 105
8 Competition how firms make their pricing decisions 108
Aims 108
Glossary 108
The influence of competitors 108
Perfect competition 109
Decisions in imperfect markets 112
Other forms of imperfect competition 116
The marketer s approach to price setting 119
Section Three: Projects 121
Contents vii
Section Four Promotion and place 123
Chapters
9 Promotion 125
Aims 125
Glossary 125
The meaning of promotion 125
Functions of promotion 126
The impact of promotional activities on costs 131
10 Place 133
Aims 133
Glossary 133
The importance of place 133
The meaning of place 134
The growing distribution challenge 134
Costs v control 135
Development of middlemen 136
Implications for marketing strategies 137
The changing pattern of distribution 138
Section Four: Projects 139
PART II MACROECONOMICS
Section Five The macro environment of business 143
Chapters
11 An overview of the environment 145
Aims 145
Glossary 145
Setting the scene 146
An overview of the economy 146
Thatcherism 146
12 Business and its environments 154
Aims 154
Glossary 154
The intra firm environment 155
The business as a resource converter 156
The micro firm environment 157
Environmental horizons 162
The environmental set 166
13 The human environment 170
Aims 170
Glossary 170
Trends in population 171
Aggregate population 175
Population structure 177
Distribution of employment 183
Workforce in employment 183
The rise of part time employment 184
viii Contents
The rise of the knowledge worker 186
Flexible working lives 187
The changing role of women 188
14 The information needs of the organization 191
Aims 191
Glossary 191
The need to forecast 191
The key problems 192
Information needs of the business 193
Information sources for business 194
Section Five: Projects 197
Section Six The economy as a whole 199
Chapters
15 The concept of national income 201
Aims 201
Glossary 201
Structure of the economy 201
Measurement of national income 204
Summary of the uses of national income statistics 211
16 The level of national income 215
Aims 215
Glossary 215
The circular flow 215
The effect of savings 217
The effect of investment 218
Change in the circular flow 220
The multiplier 221
The real economy 222
National income and expenditure, 1980 90 223
Determinants of consumption and saving 224
Investment 226
An analysis of income determination 229
Deflationary and inflationary gaps 231
17 The problem of unemployment 234
Aims 234
Glossary 234
Is unemployment a problem? 234
The jobless total 236
A breakdown of unemployment 237
A natural rate? 240
An acceptable rate 242
The causes of unemployment 243
18 The problem of inflation 246
Aims 246
Glossary 246
Contents ix
Background 246
Measuring inflation 247
The problems and costs of inflation 249
The causes of inflation 251
Section Six: Projects 257
Section Seven Economic management 259
Chapters
19 What can be done about national income fluctuations? 261
Aims 261
Glossary 261
Background 261
The policy framework 262
Demand management fiscal policy 264
Public expenditure in practice 266
The budget 267
Criticism of demand management policies 268
Supply side economics 271
Taxation 272
Direct and indirect taxes a summary 280
20 The financial institutions and monetary policies 282
Aims 282
Glossary 282
The retail banking sector 283
Other banks and money markets 285
Non bank financial institutions 286
Summary of business sources of finance 287
Financial control and the Bank of England 291
Monetarism and the medium term financial strategy (MTFS) 294
The problems of monetarist control 295
21 What can be done about inflation and unemployment? 298
Aims 298
Glossary 298
Background 298
The credibility of anti inflationary policy 299
Sharp shock or gradualism? 300
Policy approaches for unemployment 302
The nature of the growth process 310
The substantial residual 313
Summary and conclusions 313
Postscript the limit to growth 315
Section Seven: Projects 316
x Contents
Section Eight International economic relations 317
Chapters
22 International trade and payments 319
Aims 319
Glossary 319
International marketing 319
The terms of trade 322
The exchange rate 323
The Exchange Rate Mechanism (ERM) 325
The case for the ERM and fixed exchange rates 326
The case for floating rates 328
The balance of payments 329
The balance of payments constraint 334
Britain s balance of payments 335
International competitiveness 336
Summary 337
23 The European Community and the Single European Market (SEM) 339
Aims 339
Glossary 339
Introduction 339
Background to 1992 and the SEM 341
Single European Market the philosophy 342
1992 implications for business 343
1992 projected impact on the economy 345
Conclusion 345
24 The multinationals 346
Aims 346
Glossary 346
Introduction 347
Multinationals in Europe 347
Why the Japanese go multinational 350
The attractiveness of the UK as a Japanese base 350
Policies to control the multinationals 353
Conclusion 353
25 GATT and protectionism 355
Aims 355
Glossary 355
GATT 355
The forces of protectionism 356
The case for protectionism 357
The case against import controls 358
The effects of protectionism 359
26 Third World debt 360
Aims 360
Glossary 360
Background to the world economy 360
Contents xi
North v South 361
Dealing with Third World debt 362
International institutions 365
Section Eight: Projects 367
Section Nine Study guidance 369
Aims 369
Further reading 369
Examinations and assessments 371
Appendix 1: Foundation exercise 379
Index 381
|
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| indexdate | 2024-07-09T16:49:08Z |
| institution | BVB |
| isbn | 0750602414 |
| language | English |
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| spelling | Hatton, Angela Verfasser aut Economic theory and marketing practice Angela Hatton and Michael Oldroyd 1. publ. Oxford u.a. Butterworth-Heinemann 1992 XI, 386 S. graph. Darst., Kt. txt rdacontent n rdamedia nc rdacarrier The marketing series: student Wirtschaft Economics Marketing Marketing (DE-588)4037589-4 gnd rswk-swf Volkswirtschaftslehre (DE-588)4078943-3 gnd rswk-swf Volkswirtschaftslehre (DE-588)4078943-3 s Marketing (DE-588)4037589-4 s DE-604 Oldroyd, Michael Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=004220407&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hatton, Angela Oldroyd, Michael Economic theory and marketing practice Wirtschaft Economics Marketing Marketing (DE-588)4037589-4 gnd Volkswirtschaftslehre (DE-588)4078943-3 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4078943-3 |
| title | Economic theory and marketing practice |
| title_auth | Economic theory and marketing practice |
| title_exact_search | Economic theory and marketing practice |
| title_full | Economic theory and marketing practice Angela Hatton and Michael Oldroyd |
| title_fullStr | Economic theory and marketing practice Angela Hatton and Michael Oldroyd |
| title_full_unstemmed | Economic theory and marketing practice Angela Hatton and Michael Oldroyd |
| title_short | Economic theory and marketing practice |
| title_sort | economic theory and marketing practice |
| topic | Wirtschaft Economics Marketing Marketing (DE-588)4037589-4 gnd Volkswirtschaftslehre (DE-588)4078943-3 gnd |
| topic_facet | Wirtschaft Economics Marketing Volkswirtschaftslehre |
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