Marketing management: text and cases
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York u.a.
Wiley
1995
|
| Ausgabe: | 6. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Getr. Zählung Ill., graph. Darst. |
| ISBN: | 0471552550 |
Internformat
MARC
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| 100 | 1 | |a Dalrymple, Douglas J. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Marketing management |b text and cases |c Douglas J. Dalrymple ; Leonard J. Parsons |
| 250 | |a 6. ed. | ||
| 264 | 1 | |a New York u.a. |b Wiley |c 1995 | |
| 300 | |a Getr. Zählung |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 4 | |a Marketing |x Management | |
| 650 | 4 | |a Marketing |x Management |v Case studies | |
| 650 | 0 | 7 | |a Marketingmanagement |0 (DE-588)4168907-0 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Management |0 (DE-588)4037278-9 |2 gnd |9 rswk-swf |
| 655 | 7 | |0 (DE-588)4522595-3 |a Fallstudiensammlung |2 gnd-content | |
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| 689 | 2 | |8 1\p |5 DE-604 | |
| 700 | 1 | |a Parsons, Leonard J. |e Verfasser |4 aut | |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-006800829 | ||
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Datensatz im Suchindex
| _version_ | 1804124642557820928 |
|---|---|
| adam_text | ^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^¦ . . ~ ; *; s c* . , : * ,»ii*lHI
Contents
1 THE ROLE OF MARKETING IN ORGANIZATIONS AND SOCIETY 1
What Is Marketing? 2
Who Is the Marketing Manager? 4
What Does a Marketing Manager Do? 4
The Marketing Management Process 10
The Marketing Concept 13
Marketing and Society 16
Cases: 1 1 The Case Method 22
1 2 Cook, Inc. (A) 26
1 3 Sea Link Ventures 33
1 4 Loblaws 40
2 MARKETING STRATEGY 59
What Is Marketing Strategy? 59
What Is Our Mission? 64
Analyzing Strategic Business Units 65
Selecting Marketing Strategies 71
Cases: 2 1 HeinekenN.V. 79
2 2 Jacobs Suchard 95
2 3 Master Sound Electronics Ltd. 106
3 CUSTOMER ANALYSIS 117
Why Are Customers Important? 117
Who Are My Customers? 118
Where Are My Customers? 121
When Do My Customers Buy? 122
What Do My Customers Want? 123
How Do My Customers Buy? 124
How Does My Firm Become Customer Oriented? 138
CONTENTS Vii
Cases: 3 1 Streber,Inc. 144
3 2 Friendly Ford 150
3 3 Record and Music Shop 161
4 MARKET SEGMENTATION AND PRODUCT DIFFERENTIATION 175
Market Segmentation 175
Product Differentiation 187
Must Segmentation and Differentiation Always Go Together? 190
Cases: 4 1 Walker Computer Systems 194
4 2 Advanced Telephone 201
4 3 Lime Key Night Club 212
5 COMPETITIVE ANALYSIS AND PRODUCT POSITIONING 219
Who Are Your Competitors? 220
What Are Your Relations with Your Competitors? 224
How Do You Learn About Your Competitors? 228
Where Do You Compete? 229
When Do You Compete? 230
How Do You Compete? 235
How Do You Position Your Product? 238
Cases: 5 1 Arctic Power 245
5 2 Topnotch Investment Company 259
5 3 Station KGEN 263
6 MEASURING AND FORECASTING MARKET OPPORTUNITIES 287
Importance of Demand Estimates 287
Demand Estimation Terminology 288
Measuring Current Demand 291
Measuring Future Demand 297
Selecting Forecasting Methods 311
Cases: 6 1 Mead Products 317
6 2 Parker Computer 327
6 3 Bates Industrial Supply 330
7 PRODUCT DEVELOPMENT AND TESTING 333
Why Develop New Products? 333
NPD Strategy 336
Search and Screening 336
ENTS
Revenue and Cost Analysis 342
Development 342
Market Simulations 349
Test Marketing 352
Commercialization 354
Accelerating NPD 357
Marketing Interfaces with R D and Production 359
Cases: 7 1 GTE Telemessager Service 368
7 2 Elmtown Water Works (A) 384
7 3 Timotei(A) 392
8 PRODUCT AND BRAND MANAGEMENT 405
What Is a Product? 405
Product Mix Strategy 407
Brand Strategy 411
Product Quality 418
Product Warranties and Service 419
Exploiting the Product Life Cycle 420
Products in Decline 422
Cases: 8 1 Colgate Palmolive: Cleopatra 428
8 2 Ohmeda Monitoring Systems 442
8 3 Timotei(B) 458
9 SERVICES MARKETING 465
Nature of Services 465
Service Marketing Characteristics 470
Managing the Service Marketing System 474
Cases: 9 1 Stainmaster 491
9 2 Wachovia Bank Trust Company 504
9 3 Vancouver Public Aquarium 519
10 PRICING 531
Finding the Right Price 531
When Should Prices Be Changed? 548
An Example: The Pricing of Multimeters 554
Cases: 20 2 Cook, Inc. (B) 560
20 2 Bristol Myers Squibb Company: Taxol 563
20 3 Horizon Travel 572
20 4 Alias Research, Inc. 584
CONTENTS ix
11 SELECTING AND MANAGING DISTRIBUTION CHANNELS 595
What Is a Distribution Channel? 596
Distribution Alternatives 598
Selecting Distribution Channels 606
Managing the Channel 611
Organizing Distribution 614
Cases: 11 1 Sun Juice, Ltd. 625
22 2 Ryko Manufacturing Company 638
22 3 Pepe Jeans 647
12 PERSONAL SELLING AND SALES FORCE MANAGEMENT 657
The Role of Personal Selling 659
How Many Salespeople? 661
Organizing the Sales Force 663
Recruiting and Selecting Salespeople 666
Motivating and Compensating Salespeople 669
Designing Efficient Sales Territories 673
Allocating Selling Effort 677
Evaluating Sales Performance 678
Cases: 12 1 York Electronics 694
22 2 Royal Corporation 699
22 3 Global Marketing Costa, S.A. 713
22 4 Sales Management Simulation 724
13 DIRECT MARKETING 727
Telephone Marketing 727
Direct Mail 728
Mass Media 733
Integrated Direct Marketing 735
Cases: 13 1 United Tire Company 741
23 2 Rover Cars 744
14 DESIGNING ADVERTISING PROGRAMS 763
The Opportunity for Advertising 764
Advertising Objectives and Goals 770
The Budget 774
Message Content 777
Media Selection 781
Measuring Advertising Effectiveness 785
Advertising versus Direct Marketing 791
Cases: 14 1 Carnation Infant Formula (A) 795
14 2 Mexican Fine Arts Center Museum 811
14 3 USPS 826
15 SALES PROMOTION AND PUBLIC RELATIONS 841
Promotion Mix 842
Types of Promotion 845
Conflicts Between the Promotion Mix and the Marketing Mix 848
Public Relations 851
Measuring Campaign Effectiveness 853
Cases: 15 1 SaveMore Supermarkets 861
15 2 Del Monte Foods 866
16 INTERNATIONAL MARKETING 875
Environment of International Marketing 876
Which Markets to Enter 881
Market Entry Strategies 883
Global versus Localized Marketing 890
Cases: 26 2 Jordan A/S 898
26 2 /. Miller, Inc. 908
26 3 Encyclopaedia Britannica International 913
17 MARKETING PLANNING AND IMPLEMENTATION 923
Brand Manager as Planner 923
Building the Marketing Plan 926
A Marketing Planning Example 931
Gathering Planning Information 933
Testing the Marketing Plan 935
Implementation and Control 937
The Marketing Audit 943
Cases: 27 2 Telco (A) 947
27 2 Telco (B) 958
17 3 E. I. du Pont de Nemours Co. 962
27 4 Timotei(C) 975
Photo Credits P l
Case Index 1 1
Subject Index 1 3
|
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| callnumber-label | HF5415 |
| callnumber-raw | HF5415.13 |
| callnumber-search | HF5415.13 |
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| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)728575648 (DE-599)BVBBV010231146 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 6. ed. |
| format | Book |
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| isbn | 0471552550 |
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| spelling | Dalrymple, Douglas J. Verfasser aut Marketing management text and cases Douglas J. Dalrymple ; Leonard J. Parsons 6. ed. New York u.a. Wiley 1995 Getr. Zählung Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing gtt Marketing Management Marketing Management Case studies Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Management (DE-588)4037278-9 gnd rswk-swf (DE-588)4522595-3 Fallstudiensammlung gnd-content Marketing (DE-588)4037589-4 s DE-604 Marketingmanagement (DE-588)4168907-0 s Management (DE-588)4037278-9 s 1\p DE-604 Parsons, Leonard J. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006800829&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Dalrymple, Douglas J. Parsons, Leonard J. Marketing management text and cases Marketing gtt Marketing Management Marketing Management Case studies Marketingmanagement (DE-588)4168907-0 gnd Marketing (DE-588)4037589-4 gnd Management (DE-588)4037278-9 gnd |
| subject_GND | (DE-588)4168907-0 (DE-588)4037589-4 (DE-588)4037278-9 (DE-588)4522595-3 |
| title | Marketing management text and cases |
| title_auth | Marketing management text and cases |
| title_exact_search | Marketing management text and cases |
| title_full | Marketing management text and cases Douglas J. Dalrymple ; Leonard J. Parsons |
| title_fullStr | Marketing management text and cases Douglas J. Dalrymple ; Leonard J. Parsons |
| title_full_unstemmed | Marketing management text and cases Douglas J. Dalrymple ; Leonard J. Parsons |
| title_short | Marketing management |
| title_sort | marketing management text and cases |
| title_sub | text and cases |
| topic | Marketing gtt Marketing Management Marketing Management Case studies Marketingmanagement (DE-588)4168907-0 gnd Marketing (DE-588)4037589-4 gnd Management (DE-588)4037278-9 gnd |
| topic_facet | Marketing Marketing Management Marketing Management Case studies Marketingmanagement Management Fallstudiensammlung |
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