The business and marketing environment:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London u.a.
McGraw-Hill
1992
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIII, 257 S. graph. Darst. |
| ISBN: | 0077074424 |
Internformat
MARC
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| 245 | 1 | 0 | |a The business and marketing environment |c Adrian Palmer and Ian Worthington |
| 264 | 1 | |a London u.a. |b McGraw-Hill |c 1992 | |
| 300 | |a XIII, 257 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
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| 338 | |b nc |2 rdacarrier | ||
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 4 | |a Export marketing | |
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Marketing research | |
| 650 | 4 | |a Organizational effectiveness | |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-005457173 | ||
Datensatz im Suchindex
| _version_ | 1804122656322093056 |
|---|---|
| adam_text | CONTENTS
Preface xiii
1. MARKETING: AN OVERVIEW I
1.1 What is marketing? 1
1.2 Production orientation 1
1.3 Sales orientation 3
1.4 Marketing orientation 3
1.5 Marketing as a business philosophy 4
1.6 Marketing as a business practice 4
1.7 Private and public sector marketing 4
1.8 The marketing environment 6
1.9 The tools of marketing management 7
1.10 Marketing research 8
1.10.1 Secondary research 8
1.10.2 Primary research 9
1.11 Marketing intelligence 10
1.11.1 Internal reporting systems 10
1.12 Segmentation 10
1.13 Target marketing in practice 12
1.13.1 Market segmentation 12
1.13.2 Target selection 13
1.13.3 Positioning 14
1.14 The marketing mix 14
1.14.1 Product 14
1.14.2 Pricing 17
1.14.3 Distribution strategy 22
1.14.4 Promotion strategy 28
2. CLASSIFICATION OF BUSINESS ORGANIZATIONS 33
2.1 Introduction 33
2.2 The legal status of organizations 33
2.3 Private sector organizations 34
2.3.1 The sole trader 34
2.3.2 Partnerships 35
2.3.3 Private limited companies 36
2.3.4 Public limited companies 39
2.3.5 Franchising 40
vi CONTENTS 2.4 Public sector organizations 40
2.4.1 Nationalized industries 41
2.4.2 Regulated public limited companies 45
2.4.3 Local authority enterprises 45
2.5 QUANGOS 46
2.6 Co operative societies 46
2.7 Other types of organization 46
3. ORGANIZATIONAL GROWTH 48
3.1 Introduction 48
3.2 The objectives of organizations 48
3.2.1 Profit maximization 48
3.2.2 Market share maximization 49
3.2.3 Corporate growth 49
3.2.4 Satisficing 50
3.2.5 Survival 50
3.2.6 Loss making 50
3.2.7 Social objectives 51
3.2.8 Maximizing benefits to consumers 51
3.2.9 Maximizing public benefits 51
3.2.10 Complexity of objectives 52
3.3 Growth of organizations 52
3.3.1 Reasons for growth 52
3.3.2 Types of organizational growth 53
3.3.3 Horizontal and vertical integration 55
3.4 Sources of finance for growth 55
3.4.1 Equity capital 56
3.4.2 Retained earnings 58
3.4.3 Loans 58
3.5 Joint ventures 59
3.6 Limits to growth 59
3.7 The resurgence of small business 60
3.8 Tesco Stores: a case study 62
4. THE INTERNAL ENVIRONMENT 65
4.1 Introduction 65
4.2 Internal structure: the production orientated organization 66
4.2.1 The emergence of production management 67
4.2.2 The emergence of marketing management 69
4.2.3 Flexible specialization 70
4.2.4 Flexibility in production 70
4.2.5 From production goals to marketing goals 71
4.3 The internal organization of resources and marketing goals 71
4.3.1 The components and structure of a business 72
4.4 The grouping of activities in an enterprise 73
4.4.1 Functional organization 73
4.4.2 Organization by product or service: the M form structure 75
4.4.3 The matrix organization of resources 76
CONTENTS vii
4.4.4 Functional, M form and matrix structures compared 77
4.5 Marketing management and human resource management 78
4.5.1 The development of personnel management 79
4.5.2 The HRM philosophy 79
4.5.3 HRM and personnel management 80
4.5.4 HRM types 80
4.5.5 HRM and the ordering of organization activities 81
4.5.6 HRM, marketing goals and management 82
4.6 Summary 84
5. THE MICROECONOMIC ENVIRONMENT 86
5.1 Introduction 86
5.2 Markets and the market economy 86
5.3 The basics: demand, supply and market price 87
5.3.1 Demand 87
5.3.2 Supply 88
5.3.3 Market price 90
5.4 Changes in market price 92
5.4.1 Changes in demand and supply 92
5.4.2 The effect on market price 93
5.5 Elasticities of demand and supply 95
5.5.1 The concept of elasticity 95
5.5.2 Price elasticity of demand 95
5.5.3 Cross price elasticity of demand 96
5.5.4 Income elasticity of demand 97
5.5.5 Price elasticity of supply 97
5.5.6 Some applications for marketing 97
5.6 Market structures 98
5.6.1 Perfect competition 99
5.6.2 Monopoly 99
5.6.3 Oligopoly 100
5.6.4 Monopolistic competition 102
5.6.5 Other market structures 103
6. THE MACROECONOMIC ENVIRONMENT 105
6.1 Introduction 105
6.2 The circular flow of income in the economy 105
6.3 Government and the economy 108
6.3.1 Government objectives 108
6.3.2 Economic indicators 112
6.3.3 Macroeconomic policies 115
6.4 The structure of the economy 119
7. THE INTERNATIONAL MARKETING ENVIRONMENT 124
7.1 Introduction 124
7.2 The basis for international trade 124
7.2.1 Comparative cost advantage: an example 125
7.2.2 Limitations to the principle of comparative cost advantage 127
viii CONTENTS 7.3 International direct investment 129
7.4 International institutions and trade agreements 130
7.4.1 International Monetary Fund (IMF) 130
7.4.2 Organization for Economic Co operation and Development (OECD) 130
7.4.3 General Agreement on Tariffs and Trade (GATT) 130
7.4.4 Other international agreements and institutions 131
7.5 The measurement of international trade 131
7.6 UK external trade 133
7.6.1 Trade patterns 133
7.6.2 Trade in manufactures 135
7.6.3 Trade in invisible earnings 137
7.6.4 The single market: 1992 138
7.7 Exchange rates 140
7.8 Japanese Television Production: a case study 144
8. THE POLITICAL ENVIRONMENT 147
8.1 Introduction 147
8.2 Central government 148
8.2.1 Parliament 148
8.2.2 The Cabinet 150
8.2.3 The Civil Service 150
8.3 Local government 151
8.4 Quasi governmental bodies 153
8.5 The European Community 154
8.5.1 Aims of the EC 154
8.5.2 Structure of the EC 155
8.5.3 The Council of Ministers 156
8.5.4 The European Commission 157
8.5.5 The European Parliament 157
8.5.6 The European Court of Justice 158
8.5.7 Relationship between the EC and the UK government 160
8.5.8 Effects of EC membership on UK marketers 160
8.6 Influences on policy formation 161
8.6.1 Pressure groups 161
8.6.2 The media 163
8.7 The effects of the changing political environment on the marketing activity of
the bus operating industry: a case study 163
9. THE DEMOGRAPHIC ENVIRONMENT 167
9.1 Introduction 167
9.2 Changes in world population levels 168
9.3 Changes in UK population level 168
9.4 The birth rate 168
9.5 The death rate 173
9.6 Migration 173
9.7 The age structure of the population 173
9.8 EC comparisons 174
9.9 Household structure 174
CONTENTS i
9.10 Geographical distribution of the population 176
9.10.1 Regional distribution 176
9.10.2 Urban concentration 178
10. THE SOCIAL AND CULTURAL ENVIRONMENT 179
10.1 Introduction 179
10.2 Social influences 179
10.2.1 Social class 179
10.2.2 Reference groups 182
10.2.3 Family 183
10.2.4 Life styles 183
10.3 Cultural influences 184
10.3.1 Macroculture 184
10.3.2 Microculture (subculture) 185
10.4 Regional variations 186
10.5 Social and cultural change 189
11. THE TECHNOLOGICAL ENVIRONMENT 191
11.1 Introduction 191
11.2 What is technology? 191
11.3 Expenditure on research and development 193
11.4 Product design 195
11.5 Manufacturing and processing 197
11.6 Storage and distribution 198
11.7 Order and payment processing 202
11.7.1 Technology at the point of sale 202
11.7.2 Business to business sales 203
11.7.3 Electronic data interchange (EDI) transactions 204
11.8 Computerized information and communication systems 206
11.9 Database marketing 208
11.9.1 Computer aided sales report 208
11.9.2 Direct response marketing 209
11.10 Conclusions 210
11.11 Electron Beam Metallizing: a case study 211
12. THE LEGAL ENVIRONMENT 215
12.1 Introduction 215
12.2 The Law of Contract 216
12.2.1 Offer 216
12.2.2 Acceptance 217
12.2.3 Intention to create legal relations 217
12.2.4 Consideration 217
12.2.5 Capacity 217
12.3 Statutory intervention 217
12.3.1 Trade Descriptions Act 1968 218
12.3.2 Sale of Goods Act 1979 219
12.4 Misrepresentation 221
12.4.1 Remedies for misrepresentation 222
x CONTENTS 12.5 Non contractual liability 223
12.6 The Consumer Protection Act 1987 224
12.7 Consumer credit 225
12.7.1 Consumer credit agreements 225
12.7.2 Restricted use and unrestricted use credit 226
12.7.3 Debtor creditor and debtor creditor supplier agreements 226
12.8 Codes of practice 227
12.9 Controls on advertising 228
12.10 Protection for a company s intangible assets 229
12.10.1 Patents 229
12.10.2 Trademarks 230
12.11 Sunday trading 230
12.12 Competition—restraint of trade 232
13. ANALYSING THE MARKETING ENVIRONMENT 236
13.1 Introduction 236
13.2 The marketing audit 236
13.3 Marketing information systems 237
13.4 Frameworks for analysing the marketing environment 239
13.4.1 Choice of framework 240
13.4.2 Trend extrapolation 241
13.4.3 Expert opinion 242
13.4.4 Scenario building 243
13.4.5 Influence diagrams and impact grids 244
13.4.6 Environmental threat and opportunity profile (ETOP) 246
13.5 Forming a view of environmental influence 248
13.6 Shell Oil Company: a case study 249
INDEX 253
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| indexdate | 2024-07-09T17:17:20Z |
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| isbn | 0077074424 |
| language | English |
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| spelling | Palmer, Adrian Verfasser aut The business and marketing environment Adrian Palmer and Ian Worthington London u.a. McGraw-Hill 1992 XIII, 257 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing gtt Export marketing Marketing Marketing research Organizational effectiveness Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s DE-604 Worthington, Ian 1946- Verfasser (DE-588)138754659 aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005457173&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| subject_GND | (DE-588)4037589-4 |
| title | The business and marketing environment |
| title_auth | The business and marketing environment |
| title_exact_search | The business and marketing environment |
| title_full | The business and marketing environment Adrian Palmer and Ian Worthington |
| title_fullStr | The business and marketing environment Adrian Palmer and Ian Worthington |
| title_full_unstemmed | The business and marketing environment Adrian Palmer and Ian Worthington |
| title_short | The business and marketing environment |
| title_sort | the business and marketing environment |
| topic | Marketing gtt Export marketing Marketing Marketing research Organizational effectiveness Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Export marketing Marketing research Organizational effectiveness |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005457173&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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