Marketing management: integrating theory and practice
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London [u.a.]
Internat. Thomson Business Press
1996
|
| Edition: | 1. print. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XXVI, 528 S.: graph. Darst. |
| ISBN: | 0412623501 |
Staff View
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Record in the Search Index
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| adam_text | SHORT
CONTENTS Case examples and problems xv
Preface xjx
Lecturers resource manual xxi
Glossary xxjjj
1 The marketing concept and the nature of marketing management 1
2 The marketing environment 30
3 Understanding the customer 59
4 Competition 91
5 Marketing information systems and decision support mechanisms 118
6 Marketing research 155
7 Market segmentation 188
8 Marketing targeting and positioning 215
9 Marketing strategy and planning 238
10 Product strategy 267
11 New product strategy 294
12 Pricing decisions 320
13 Overview of marketing communications 348
14 Advertising 373
15 Selling 401
16 Sales promotion and other methods 427
17 Distribution 448
18 Marketing control and organization 474
19 International marketing 4( 5
Index f 2l
CONTENTS Case examples and problems xv
Preface x,x
Lecturers resource manual xxi
Glossary xxiii
1 The marketing concept and the nature of marketing management 1
Objectives I
Introduction 2
The nature of marketing: a function of business and a business
philosophy 2
Business orientations 4
Marketing myopia 14
The marketing mix 14
Marketing management 16
Searching for a differential advantage 18
Scope of marketing 21
Summary 23
Discussion questions 25
References and further reading 25
Case problems 26
2 The marketing environment 30
Objectives 30
Introduction 31
Changing patterns and strategies 32
Changing social and cultural aspects of consumers 34
The influence of political, fiscal and economic policies 42
The influence of technology 44
Changes in distribution patterns 45
How firms are responding to environmental change 48
Green marketing 4(
The legal environment 52
Ethics and codes of practice 52
Pressure group, watch dogs and consumerism 53
Summary 55
Discussion questions 55
References and further reading 56
Case problems 57
viii ¦ Contents
3 Understanding the customer 59
Objectives 59
Introduction 59
Consumer behaviour 60
Models of consumer behaviour 61
The buying process 63
Factors influencing the buying process 66
Demographic factors 66
Situational factors 68
Psychological factors 69
Social factors influencing the buying decision process 72
Organizational buyer behaviour 77
Dimensions of organizational buying 78
Organizational buying decisions 79
Similarities of organizational buyer behaviour with consumer
behaviour 82
Summary 83
Discussion questions 83
References and further reading 85
Case problems 86
4 Competition 91
Objectives 91
Introduction 91
Nature of competition and identification of an organization s
competitors 92
Competitive advantage 102
Strategy typologies 106
Understanding the marketing strategies of competitors 110
Sources of information about competitors 111
Summary 112
Discussion questions 113
References and further reading 114
Case problems 115
5 Marketing information systems and decision support
mechanisms 118
Objectives 118
Introduction 119
Marketing information systems 119
Decision support mechanisms 122
Forecasting demand 122
Applications for mathematical models in the marketing decision
support system 130
Statistical tools and decision support 140
Expert systems and decision support 148
Summary 149
Contents ¦ ix
Discussion questions 150
References and further reading 151
Case problems 151
6 Marketing research 155
Objectives 155
Introduction 156
Nature of marketing research I 56
Information sources 157
The process of research 160
Field research 153
Surveys 165
Sampling 166
Data collection 1 71
Analysing information 1 78
Risk and cost of research 181
Summary 182
Discussion questions 182
References and further reading 184
Case problems 185
7 Market segmentation 188
Objectives 188
Introduction 189
Importance and meaning of market segmentation 189
Segmentation, targeting and product positioning 194
Bases for segmenting consumer markets 196
Segmentation in industrial markets 201
Segmentation strategy 205
Segment synergies 208
Segment invasion strategy 208
Summary 208
Discussion questions 210
References and further reading 210
Case problems 211
8 Market targeting and positioning 215
Objectives 215
Introduction 216
Targeting 216
Factors influencing choice of targeting strategy 218
Positioning 222
Positioning strategy 224
Positioning single brands versus multiple brands 226
Repositioning strategies 230
Positioning effectiveness 231
Summary 232
x ¦ Contents
Discussion questions 234
References and further reading 234
Case problems 235
9 Marketing strategy and planning 238
Objectives 238
Introduction 238
Corporate strategy and the corporate plan 239
Profit gap analysis 243
The product life cycle 246
The product/service portfolio 251
Theory of core competence 257
SWOT and the TOWS matrix 258
The marketing plan 260
Summary 261
Discussion questions 262
References and further reading 263
Case problems 264
10 Product strategy 267
Objectives 267
Introduction 267
The product as a complex entity 268
Product mix 277
Product design strategy 280
Product liability 283
Brand strategy 285
Summary 289
Discussion questions 290
References and further reading 291
Case problems 292
11 New product strategy 294
Objectives 294
Introduction 294
Definition of a new product 295
New product failures 297
A methodical approach 300
An organizational structure for new products 311
The consumer adoption process 312
Summary 314
Discussion questions 315
References and further reading 316
Case problems 31 7
Contents ¦ xi
12 Pricing decisions 32o
Objectives 320
Introduction 320
The importance of price 321
Pricing from an economics perspective 323
Practical pricing 327
Other dimensions to pricing 337
Price leadership strategy 341
Price wars 342
Summary 343
Discussion questions 344
References and further reading 345
Case problems 345
13 Overview of marketing communications 348
Objectives 348
Introduction 348
A general model of communication 349
Hierarchy of effects and other models 352
Designing messages to communicate 355
Communication in marketing 361
Marketing research and feedback of information 367
Summary 367
Discussion questions 369
References and further reading 370
Case problems 371
14 Advertising 373
Objectives 373
Introduction 373
The nature and purpose of advertising 374
The advertising budget 383
Advertising agencies 384
The media 385
Media decisions 389
Advertising research 392
Summary 395
Discussion questions 397
References and further reading 398
Case problems 399
15 Selling 401
Objectives 401
Introduction 402
Selling in the marketing mix 402
Types of selling situation 404
Selling chores and selling skills 406
xii ¦ Contents
Managing a sales force 414
Determining the size of the sales force 416
Telemarketing and direct selling 421
Summary 422
Discussion questions 423
References and further reading 424
Case problems 424
16 Sales promotion and other methods 427
Objectives 427
Introduction 427
Sales promotion 428
Public relations 435
Other promotional methods 439
Summary 443
Discussion questions 445
References and further reading 445
Case problems 446
17 Distribution 448
Objectives 448
Introduction 448
Channels of distribution and channel distribution 449
Distribution strategy 454
Getting producers and intermediaries to work together 457
Physical distribution 464
Logistics 467
Summary 469
Discussion questions 471
References and further reading 471
Case problems 472
18 Marketing control and organization 474
Objectives 474
Introduction 474
Control 475
Marketing organization 483
People management alternative styles 486
Management of change 487
Marketing, creativity and organization 488
Summary 491
Discussion questions 492
References and further reading 492
Case problems 493
Contents ¦ xiii
19 International marketing 495
Objectives 495
Introduction 495
International trade: problems and motivations 496
Approaches to international marketing 501
Analysing international marketing opportunities 505
Marketing management 509
Summary 516
Discussion questions 517
References and further reading 517
Case problems 518
Index 521
CASE EXAMPLES
AND PROBLEMS
Chapter 1
The Blue Bell: business orientation 7
Ozel Company: business orientation 8
Bonnyrigg Chocolate Company: business orientation 10
Gateway: satisfying customer wants and needs 11
Euro Data Products: an example of a successful marketing oriented
company 12
Winter Olympics: the scope of marketing 23
Case problem 1.1 Wellies: meeting customers requirements 26
Case problem 1.2 Avon: finding a competitive differential 28
Chapter 2
The boiled frog syndrome: response to environmental change 31
Holidays abroad: the impact of a changing environment on
consumer wants 33
Eastern promise: environmental change affects all markets
worldwide 36
Turkey: cultural influence on ways of trading 38
Tobacco industry: impact of people s changing attitude to smoking 40
C. E. Coverdale: technology and its impact on business 46
Mondex: technology led innovation 47
Jaques Products Ltd: Green issues 50
Advertising Standards Authority: unsuitable advertising 54
Case problem 2.1 Esspee Group: technology beats recession 57
Case problem 2.2 Bonne Chance Recruitment Agency: marketing and
the law 58
Chapter 3
The social divide: implications for marketers 67
Coca Cola: extending the brand name 71
Procter Gamble: matching cultural expectations in Japan 76
General Motors: centralised buying 80
Case problem 3.1 Coach Tours Enterprises: developing a marketing
strategy 86
Case problem 3.2 Mithradite Box: industrial buyer behaviour 90
xvi ¦ Case Examples and Problems
Chapter 4
BiC and Gillette: competition 95
Sony and Philips: competition and technology 96
KP: competitive strategy 107
Corlett Electrical: market niching in the industrial and commercial
electrical contracting industry 109
Case problem 4.1 1CPRO: Porter s five forces model 115
Case problem 4.2 Golden Lady: competitive strategy 117
Chapter 5
Case problem 5.1 William Bright: marketing information systems 153
Case problem 5.2 Umbria Company: sales forecasting 154
Chapter 6
NFO: mail panels 159
Case problem 6.1 New Shoe Company: defining the problem 185
Case problem 6.2 Youth styles: interpreting marketing research 185
Chapter 7
The teenage market: discemable market segments 190
Whitbread: regional segments 191
Ford model T: undifferentiated marketing 193
Mary Quant: segmentation 202
Case problem 7.1 The Swiss watch industry: segmentation methods 211
Case problem 7.2 David Brown Tractors: methods of segmentation 213
Chapter 8
Maurice Beaufort: targeting 220
Positioning: how multiple brands can lead to increased profits 227
Ford Probe: repositioning 228
Case problem 8.1 High Street pawnbroking: targeting and positioning 235
Case problem 8.2 Chronoswiss: targeting and positioning 236
Chapter 9
The Blue Lagoon Club: establishing a corporate strategy 241
Calypso Ferry: corporate strategy and communications 247
NHS: using the TOWS matrix 259
Case problem 9.1 Japanese markets: opportunities for western firms 264
Case problem 9.2 John Price: a firm that did not survive 265
Chapter 10
Product benefits: how to capitalize on them 269
Ta Cenc: service quality at its best 273
Miles Engine and Gear Company: value engineering 282
Chinese cosmetics: brand names 288
Case problem 10.1 Sainsbury: own label products 292
Case problem 10.2 A H Robins: product liability 293
Case Examples and Problems ¦ xvii
Chapter 11
United Distillers: defining a new product 296
American Motors Corporation: new product failure 298
Sony: timing withdrawal from a product market 299
Ford: product tear down 300
Princes: consumer research for new product ideas 302
3M: R D/marketing interface 303
Soleil Cycling Company: screening new product ideas 311
Case problem 11.1 Aston Manor Brewery: product innovation 317
Case problem 11.2 Eurotunnel: assessing financial viability of a project 318
Chapter 12
Target return pricing: setting a price to earn a specific return on
investment 332
Break even analysis: impact of varying costs 333
Ameluk Corporation: marginal pricing 336
Price promotion: consumer attitudes 343
Case problem 12.1 Hotel accommodation: establishing a workable
approach to pricing 346
Case problem 12.2 Plumb It: pricing strategy 347
Chapter 13
Apex company: understanding how communication works 355
Drink and Drive prevention: getting over the message 361
John Sewell Auctions: promoting a service 364
Watford Mail Order Catalogue: use of word of mouth
communication 365
Corporate consultants: body language research service 366
Case problem 13.1 NHS Blood Service: evaluating promotional
methods 371
Case problem 13.2 Playtex and Gossard: appropriateness of
communication 372
Chapter 14
Audi: advertising campaign objectives 375
Case problem 14.1 New Zealand lamb: evaluation of a promotional
theme 399
Case problem 14.2 DCG: exploring the meaning a brand has in
consumers lives 400
Chapter 15
Retail selling: selling white goods 410
ITS: telemarketing 421
Case problem 15.1 Lemon Computers: new training in computer
selling 424
Case problem 15.2 Melon Group: direct selling for telephones 425
xviii ¦ Case Examples and Problems
Chapter 16
Gaymer: using coupons in sales promotion 432
McVitie s Food Service sales promotion 433
Turner Cash Carry: sales promotion 434
Edge Hill College: press release 438
Directories: development of electronic directories 442
IPC At Home: use of exhibitions 443
Case problem 16.1 BT Scottish Ensemble: sponsorship 446
Case problem 16.2 Consumer Bank: databases in marketing 447
Chapter 17
Catalogues: growth of up market catalogues 451
Food industry: formation of alliances 459
Warehousing: improving efficiency 462
Case problem 1 7.1 Plimsoll Portfolio Analysis: survey of retail
distribution efficiency 472
Case problem 1 7.2 Out of town retailing: city centre shopping
response 472
Chapter 18
Procter Gamble: reorganization 485
Kwik Fit: creative thinking 490
Case problem 18.1 Sensitivity analysis: an example 493
Case problem 18.2 Lever Bros: marketing reorganization 494
Chapter 19
Marketing in Japan: import reforms 499
Nippon Edwards: a new plant in Japan 503
Iceland: freezer chain in Europe 506
Case problem 19.1 Single Marketing: global marketing approach 518
Case problem 19.2 Malaysia and Thailand: comparative marketing
opportunities 518
|
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| indexdate | 2024-07-09T17:58:03Z |
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| spelling | Proctor, Tony Verfasser aut Marketing management integrating theory and practice Tony Proctor 1. print. London [u.a.] Internat. Thomson Business Press 1996 XXVI, 528 S.: graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing gtt Marketing Management Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007170249&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Proctor, Tony Marketing management integrating theory and practice Marketing gtt Marketing Management Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4168907-0 |
| title | Marketing management integrating theory and practice |
| title_auth | Marketing management integrating theory and practice |
| title_exact_search | Marketing management integrating theory and practice |
| title_full | Marketing management integrating theory and practice Tony Proctor |
| title_fullStr | Marketing management integrating theory and practice Tony Proctor |
| title_full_unstemmed | Marketing management integrating theory and practice Tony Proctor |
| title_short | Marketing management |
| title_sort | marketing management integrating theory and practice |
| title_sub | integrating theory and practice |
| topic | Marketing gtt Marketing Management Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Marketing Marketing Management Marketingmanagement |
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