Principles and practice of marketing:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
McGraw-Hill
1998
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVII, 711 S. Ill., graph. Darst. |
| ISBN: | 0077094352 |
Internformat
MARC
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| 100 | 1 | |a Jobber, David |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Principles and practice of marketing |c David Jobber |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a London [u.a.] |b McGraw-Hill |c 1998 | |
| 300 | |a XVII, 711 S. |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 | |
| 650 | 4 | |a Marketing |z Europe |v Case studies | |
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Datensatz im Suchindex
| _version_ | 1804126789588484096 |
|---|---|
| adam_text | Case contributors xi
List of vignettes xiii
Preface xv
Currency conversion table xviii
1. Fundamentals of modern marketing
thought
1. Marketing in the modern firm 3
Learning objectives 3
The marketing concept 4
Marketing versus production orientation 5
Efficiency versus effectiveness 6
Market versus internally driven
businesses 8
Dimensions of market driven
management 9
Limitations of the marketing concept 10
Creating customer value and satisfaction 11
Developing an effective marketing mix 13
Key characteristics of an effective
marketing mix 15
Criticisms of the 4 Ps approach to
marketing management 19
Marketing and business performance 19
Summary 22
Study questions 22
References 22
Case 1: Virgin Direct 24
Case 2: Goode Sure Components 26
2. Marketing planning: an overview of
marketing 28
Learning objectives 28
The fundamentals of planning 29
The process of marketing planning 30
The rewards of marketing planning 43
Problems in making planning work 44
How to handle marketing planning
problems 45
Summary 46
Study questions 46
References 46
Case 3: The Empire Theatre 48
Case 4: The Island Telephone Company 52
3. Understanding consumer behaviour 56
Learning objectives 56
The dimensions of buyer behaviour 57
Consumer behaviour 58
Influences on consumer behaviour 68
Summary 77
Study questions 77
References 78
Consumer Behaviour Exercise 1 80
Consumer Behaviour Exercise 2 80
4. Understanding organizational buying
behaviour 81
Learning objectives 81
Characteristics of organizational buying 82
The dimensions of organizational buying
behaviour 84
Influences on organizational buying
behaviour 89
Developments in purchasing practice 91
Relationship management 94
How to build relationships 99
Summary 100
Study questions 100
References 100
Case 5: Winters Company 102
Case 6: Morris Services 103
5. The marketing environment 105
Learning objectives 105
Economic forces 10
Social forces 114
Political and legal forces 119
Physical forces 120
Technological forces 1 24
Environmental scanning 125
Responses to environmental change 12
Summary 128
Study questions 12S
References 128
Case 7: The 1 riendly Bank 1 30
Case8:Ecover 131
6. Marketing research and information
systems 143
Learning objectives 143
Marketing information systems 144
Importance of marketing research 146
Approaches to conducting marketing
research 147
Types of marketing research 149
Stages in the marketing research process 151
The use of marketing information systems
and marketing research 165
Summary 165
Study questions 166
References 166
Case 9: W P Forty 167
Case 10: Harveys Stores 168
7. Market segmentation and positioning 170
Learning objectives 170
Why bother? 171
The process of market segmentation and
target marketing 172
Segmenting consumer markets 174
Segmenting organizational markets 182
Target marketing 188
Positioning 193
Summary 199
Study questions 199
References 199
Case 11: Weatherpruf Shoe Waxes 201
Case 12: Innoven Cleaning Materials 203
2. Marketing mix decisions
8. Managing products 209
Learning objectives 209
Products and brands 210
The product line and product mix 210
Brand types 211
Brand building 211
Global and pan Huropean branding 21
Brand name strategies, and choices 221
Brand extension and stretching 222
Managing product lines and brands over
time: the product lite cycle 224
I ses ol the product lite cycle 22?
Limitations ot the product lite cycle 22S
Managing brand and product line
portfolios 229
Product strategies tor growth 235
Summary 23
Study questions 23
References 23S
Case 13: Nike Kurope 240
Case 14: (i B New Zealand 251
9. Developing new products 256
Learning objectives 256
VChat is a new product? 257
Creating and nurturing an innovative
culture 259
Organizing effectively for new product
development 259
iManaging the new product development
process 263
Summary 277
Study questions 277
References 277
Case 15: Philips Aqua Wave 279
Case 16: Mean 285
10. Pricing strategy 291
Learning objectives 291
Cost orientated pricing 292
Competitor orientated pricing 295
Marketing orientated pricing 296
Initiating price changes 310
Reacting to competitors price changes 313
Summary 314
Study questions 314
References 315
Case 17: Hansen Bathrooms (A) 316
Case 18: Computron 318
11. Advertising 323
Learning objectives 323
The communication process 325
Strong and weak theories of how
advertising works 327
Developing advertising strategy 328
Organizing for campaign development 343
Summary 345
Study questions 345
References 346
Case 19: The Green House 347
Case 20: Blue Lagoon 348
12. Personal selling and sales management 351
Learning objectives 351
Types of selling 353
Sales responsibilities 354
Personal selling skills 357
Sales management 363
Summary 375
Study questions 376
References 376
Case 21: Gla/.tex 378
Case 22: Selling Exercise 380
13. Direct marketing 382
Learning objectives 382
Defining direct marketing 383
Growth in direct marketing activity 385
Database marketing 386
Managing a direct marketing campaign 389
Ethical issues in direct marketing 405
Summary 406
Study questions 407
References 407
Case 23: Seagram Europe and Africa 409
Case 24: Houstons 413
14. Other promotional mix methods 418
Learning objectives 418
Sales promotion 419
Public relations and publicity 428
Sponsorship 432
Exhibitions 434
Summary 436
Study questions 436
References 437
Case 25: Kuala Lumpur 438
Case 26: Tetley Bitter 441
15. Distribution 445
Learning objectives 445
Functions of channel intermediaries 446
Types of distribution channels 448
Channel strategy 452
Channel management 458
Physical distribution 462
The physical distribution system 463
Summary 470
Study questions 470
References 471
Case 27: Nestle, General Foods and the
Multiples 472
Case 28: Mitsubishi 478
3. Competition and marketing
16. Analysing competitors and creating a
competitive advantage 493
Learning objectives 493
Analysing competitive industry structure 494
Competitor analysis 497
Competitive advantage 501
Creating a differential advantage 506
Creating cost leadership 510
Summary 512
Study questions 513
References 513
Case 29: Optimeyes 514
Case 30: Cafedirect 523
17. Competitive marketing strategy 532
Learning objectives 532
Competitive behaviour 533
Developing competitive marketing
strategies 535
Build objectives 535
Hold objectives 544
Niche objectives 547
Harvest objectives 548
Divest objectives 549
Summary 549
Study questions 550
References 550
Case 31: Insectaweed 551
Case 32: Wetsuits 554
4. Marketing implementation and
application
18. Marketing implementation, organization
and control 563
Learning objectives 563
Marketing strategy, implementation and
performance 564
Implementation and the management of
change 565
Objectives of marketing implementation
and change 568
Barriers to the implementation of the
marketing concept 569
Forms of resistance to marketing
implementation and change 571
Developing implementation
strategies 572
Marketing organization 580
Marketing control 585
Strategic control 586
Operational control 587
Summary 588
Study questions 590
References 590
Case 33: Hansen Bathrooms (B) 592
Case 34: Ford Motor Company 594
19. Marketing services 603
Learning objectives 603
The nature of services 604
Managing services 607
Retailing 618
Marketing in non profit organizations 626
Summary 629
Study questions 630
References 630
Case 35: First Direct 632
Case 36: Netto 636
20. International marketing 645
Learning objectives 645
Deciding whether to go international 646
Deciding which markets to enter 647
Deciding how to enter a foreign market 651
Developing international marketing
strategy 656
Organizing for international operations 667
Centralization v. decentralization 668
Summary 669
Study questions 669
References 670
Case 37: Moy Park 672
Case 38: Dandy 674
Glossary 684
Author Index 696
Subject Index 705
1.1 Leclerc Applies the Marketing Philosophy
1.2 Listening to Customers
1.3 Marketing in Europe
1.4 IKEA Expands Internationally
2.1 Corporate Vision at Ahold
2.2 Strategic Objectives, Core Strategies and
Performance
3.1 The Euro consumer: Myth or Reality?
3.2 The Importance of Correctly
Understanding Choice Criteria in
Marketing Supermarket Brands
3.3 Consumer Psychology and Retailing
3.4 Eating out in Hong Kong
4.1 Building Quality at Nissan
4.2 Reverse Marketing in Action
4.3 Changes in Buyer Seller Relationships
5.1 The Impact of the Single European Market
on Fiat
5.2 Problems of Marketing in Central and
Eastern Europe
5.3 Doing Business in Germany
5.4 How Different European Tastes Affect
Product Choice
5.5 Environmental Auditing: The Case of
Norsk Hydro
5.6 Going Digital
6.1 Validity in Marketing Research
6.2 European Developments in Omnibus
Services
6.3 Pan European Qualitative Research
6.4 Classifying European Respondents:
Eurodemographics
6.5 Qualitative Research and NUD.IST
7.1 Lifestyle Segmentation of European
Consumers
7.2 European Geodemographic Segmentation
7.3 Differentiated Marketing at BMW
7.4 Positioning in the Imported Premium Lager
Market
7.5 Repositioning in the European Sports Shoe
Market
7.6 Product and Tangible Repositioning at
Mercedes Benz
8.1 Own Labels and European Food Retailing
8.2 The Power of Branding: The Baked Bean
War
8.3 Brand Building: The Case of Haagen Dazs
8.4 Branding Developments in Central and
Eastern Europe
8.5 Surviving a Shakeout
9.1 Releasing Innovative Energy at Unilever
9.2 Cutting Time to Market : How Some
European Companies Have Adopted
Simultaneous Engineering
9.3 Sharpening the Corporate Imagination
9.4 Commercializing Technology
10.1 The Impact of the Single European Market
on Prices
10.2 Everyday Low Prices Versus Sales
Promotions
10.3 Pricing a German Car Using Trade Off
Analysis
10.4 Parallel Importing and Pricing in
Europe
11.1 Pan European Advertising
11.2 Advertising to Central and Eastern
Europeans
11.3 Pan European Media Developments
11.4 European Media Buying
12.1 Technology and the Salesperson s Job
12.2 Personal Selling and the Chinese Culture
12.3 A European Diversion
12.4 International Selling and Salesforce
Organization
12.5 Motivating an International Salesforce
13.1 Using a Marketing Database in Retailing
13.2 European Direct Mail and the Law
13.3 Telemarketing in Action
13.4 Linking Direct Response Television to
Telemarketing
13.5 Modern Catalogue Marketing by Next
Directory and Trois Suisse
13.6 Buying on the Internet
14.1 The Growing Use of Sales Promotion in
Central and Eastern Europe
14.2 Developments in European Public
Relations
14.3 Integrated Public Relations
15.1 The Changing European Retailing Scene
15.2 Benetton and The Body Shop: International
Forces in Franchising
15.3 Managing European Distributors
15.4 Distribution Trends and Problems in
Europe
16.1 Sources of Competitive Advantage Among
Finnish Equipment Manufacturers
16.2 Differentiating a Commodity Product
17.1 Competitive Behaviour in the Single
European Market
17.2 The Browser Wars
17.3 Mergers and Acquisitions in the European
Union
17.4 Building Through Strategic Alliances
18.1 Successful Marketing Implementation:
Marriott Hotels
18.2 Ten Ways of Blocking a Marketing Report
18.3 Making Change Happen at Asea Brown
Boveri (ABB)
18.4 The Growth of the Category Manager
18.5 What Marketing Managers Really Do
19.1 Services in Central and Eastern Europe
19.2 Trade Marketing
19.3 The Emergence of the Category Killer:
Toys H Us
19.4 Information Technology in Retailing
19.5 Retail Opportunities in Central and Eastern
Europe
20.1 Classic Communication Faux Pas
20.2 Ten Common Exporting Mistakes and
Their Solutions
|
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| isbn | 0077094352 |
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| spelling | Jobber, David Verfasser aut Principles and practice of marketing David Jobber 2. ed. London [u.a.] McGraw-Hill 1998 XVII, 711 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing gtt Marketing Marketing Europe Case studies Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Europa (DE-588)4522595-3 Fallstudiensammlung gnd-content Marketing (DE-588)4037589-4 s Marketingmanagement (DE-588)4168907-0 s 1\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008249325&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 |
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| title | Principles and practice of marketing |
| title_auth | Principles and practice of marketing |
| title_exact_search | Principles and practice of marketing |
| title_full | Principles and practice of marketing David Jobber |
| title_fullStr | Principles and practice of marketing David Jobber |
| title_full_unstemmed | Principles and practice of marketing David Jobber |
| title_short | Principles and practice of marketing |
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