Marketing management: text and cases
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York [u.a.]
Wiley
2000
|
| Ausgabe: | 7. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XII, 707 S. Ill., graph. Darst., Kt. |
| ISBN: | 0471332380 |
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. Darymple ; Leonard J. Parsons |
| 250 | |a 7. ed. | ||
| 264 | 1 | |a New York [u.a.] |b Wiley |c 2000 | |
| 300 | |a XII, 707 S. |b Ill., graph. Darst., Kt. | ||
| 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 | |
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Datensatz im Suchindex
| _version_ | 1804127598733688832 |
|---|---|
| adam_text | CONTENTS Preface iii
About the Authors vii
Q THE ROLE OF MARKETING IN ORGANIZATIONS AND SOCIETY 1
What Is Marketing? 1
Who Is the Marketing Manager? 3
What Does a Marketing Manager Do? 8
The Marketing Management Process 10
The Marketing Concept 15
Marketing and Society 18
Cases: 1 1 The Case Method 22
1 2 Skyward Aviation: Route Expansion 26
1 3 Loblaws 33
Q MARKETING STRATEGY 46
What Is Marketing Strategy? 46
What Is Our Mission? 53
Analyzing Strategic Business Units 55
Selecting Marketing Strategies 58
Cases: 2 1 PCS: The Next Generation of Wireless Communications 64
2 2 Drypers Corporation (A) 72
Q CUSTOMER ANALYSIS 83
Why Are Customers Important? 83
Who Are My Customers? 83
Where Are My Customers? 86
When Do My Customers Buy? 88
What Do My Customers Want? 89
How Do Customers Buy? 91
How Does My Firm Become Customer Oriented? 102
Cases: 3 1 Parfum Nineveh 107
3 2 High Museum of Art 113
ix
X CONTENTS
O MARKET SEGMENTATION AND PRODUCT DIFFERENTIATION 122
Mass Marketing 122
Market Segmentation 125
Product Differentiation 133
Mass Customization 136
Must Segmentation and Differentiation Always Go Together? 136
Cases: 4 1 Calambra Olive Oil (A) 140
4 2 Delta Oil Outlets (B) 149
Q COMPETITIVE ANALYSIS AND PRODUCT POSITIONING 164
Who Are Your Competitors? 165
What Are Your Relations With Your Competitors? 167
How Do You Learn About Your Competitors? 171
Where Do You Compete? 172
When Do You Compete? 172
How Do You Compete? 175
How Do You Position Your Product? 177
Cases: 5 1 Royal Automobile Club (A) 183
5 2 Arctic Power 190
5 3 Station KGEN 201
Q PRODUCT DEVELOPMENT AND TESTING 219
Why Develop New Products? 219
Search and Screening 222
Revenue and Cost Analysis 226
Development and Testing 228
Test Marketing 235
Commercialization 237
Managing NPD 240
Cases: 6 1 Capital (A) 244
6 2 GTE Telemessager Service 262
6 3 Timotei (A) 275
Q BRAND MANAGEMENT 285
^^ What Is A Brand? 285
Brand Equity 287
Brand Strategy 289
Brand Quality 295
Brand Warranties and Service 296
Exploiting the Brand Life Cycle 297
Brands In Decline 298
Cases: 7 1 Mcllhenny Company: Japan 306
7 2 Ohmeda Monitoring Systems 319
7 3 Timotei (B) 332
jflg| SERVICES MARKETING 338
Nature of Services 338
Service Marketing Characteristics 342
Managing the Service Marketing System 347
Cases: 8 1 Singapore Airlines 357
8 2 Joe DiMaggio Children s Hospital 367
CONTENTS XI
Q PRICING 375
Finding the Right Price 375
Choosing A Pricing Method 381
When Should Prices Be Changed 391
Cases: 9 1 Baxter (A) 397
9 2 Alias Research, Inc. 406
9 3 Cook, Inc. 413
E3 SELECTING DISTRIBUTION CHANNELS 417
Distribution Alternatives 417
Channel Choice 426
Managing the Channel 428
Organizing Distribution 430
Cases: 10 1 The Coca Cola Company: Venezuela 435
10 2 Jefferson Pilot Corporation 447
Q PERSONAL SELLING AND SALES FORCE MANAGEMENT 459
The Role of Personal Selling 459
How Many Salespeople? 462
Organizing the Sales Force 464
Recruiting and Selecting Salespeople 465
Motivating and Compensating Salespeople 468
Designing Efficient Sales Territories 470
Allocating Sales Effort 472
Evaluating Sales Performance 473
Cases: 11 1 Arapohoe Pharmaceutical Company 481
11 2 Practical Parties 486
11 3 York Electronics 492
fFk DIRECT MARKETING 496
Targeting 496
Media Selection 498
Integrated Direct Marketing 506
Cases: 12 1 First Direct: Branchless Banking 510
12 2 Nashua Photo 527
Q DESIGNING ADVERTING PROGRAMS 536
The Foundations for Advertising 536
Advertising Objectives and Goals 541
The Budget 543
Message Content 545
Media Selection 550
Measuring Advertising Effectiveness 551
Advertising versus Direct Marketing 556
Cases: 13 1 Air Miles™ (A) 560
13 2 Pepsi Cola Spain 564
13 3 Daewoo Motor Company UK (B) 571
171 SALES PROMOTION AND PUBLIC RELATIONS 575
Sales Promotion Mix 575
Types of Promotions 579
Xii CONTENTS
Conflicts Between the Promotional Mix and Marketing Mix 583
Public Relations 588
Measuring Campaign Effectiveness 590
Cases: 14 1 American Express: Membership Rewards Europe 596
14 2 Tesco Supermarkets 606
14 3 Del Monte Foods 616
jjjl INTERNATIONAL MARKETING 623
Environment of International Marketing 624
Which Markets To Enter 630
Market Entry Strategies 630
Global versus Localized Marketing 635
Cases: 15 1 GPS One Hour Service (C) 641
15 2 J. Miller, Inc. 655
fjjjl MARKETING PLANNING 659
Brand Manager as Planner 659
The Marketing Audit 661
Building the Marketing Plan 662
Testing the Marketing Plan 668
Implementation and Control 670
Appendix: Sample Marketing Plan for Cook Inc. Endarterectomy Oscillator 677
Cases: 16 1 Procter Gamble: Facelle Division Facial Tissue 680
16 2 Timotei (C) 690
Case Index 699
Subject Index 701
|
| any_adam_object | 1 |
| author | Dalrymple, Douglas J. Parsons, Leonard J. |
| author_facet | Dalrymple, Douglas J. Parsons, Leonard J. |
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| building | Verbundindex |
| bvnumber | BV012911916 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.13 |
| callnumber-search | HF5415.13 |
| callnumber-sort | HF 45415.13 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)313752846 (DE-599)BVBBV012911916 |
| 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 | 7. ed. |
| format | Book |
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| indexdate | 2024-07-09T18:35:54Z |
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| isbn | 0471332380 |
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| spelling | Dalrymple, Douglas J. Verfasser aut Marketing management text and cases Douglas J. Darymple ; Leonard J. Parsons 7. ed. New York [u.a.] Wiley 2000 XII, 707 S. Ill., graph. Darst., Kt. txt rdacontent n rdamedia nc rdacarrier Marketing gtt Marketing Management Marketing Management Case studies Management (DE-588)4037278-9 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 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=008788853&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 Management (DE-588)4037278-9 gnd Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4037278-9 (DE-588)4037589-4 (DE-588)4168907-0 (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. Darymple ; Leonard J. Parsons |
| title_fullStr | Marketing management text and cases Douglas J. Darymple ; Leonard J. Parsons |
| title_full_unstemmed | Marketing management text and cases Douglas J. Darymple ; 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 Management (DE-588)4037278-9 gnd Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Marketing Marketing Management Marketing Management Case studies Management Marketingmanagement Fallstudiensammlung |
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