Marketing high technology services:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Aldershot
Gower
2000
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 245 S. |
| ISBN: | 0566082373 |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | CONTENTS
?
List of figures ix
Preface xi
Acknowledgements xv
PART I THE ROLE OF MARKETING 1
1. What Is Marketing?
A Way of Thinking about Business 3
Key business issues — 1.1 Marketing should be a means of
generating profit — 1.2 Marketing is a rational process that
should not compromise our integrity — 1.3 Marketing does not
always require large budgets or extra staff— 1.4 Better
mousetraps do not work; better doors do! — 1.5 Becoming
market led involves a shift of focus — 1.6 Nobody actually
wants what we do they want what it will do for them —
1.7 Marketing starts with identifying customer needs —
1.8 Marketing is too important to be left to the Marketing
Department — 1.9 Professionalism in marketing should be
recognized and sought — 1.10 Marketing addresses three
components of profit — 1.11 Marketing and selling have a
different focus — 1.12 What marketing is not! — 1.13 Being
market led does not mean satisfying every whim of every
customer — Exercises — Follow up
Vi CONTENTS
2. Why Do People Buy?
Value as Perceived by the Customer 23
Key business issues — 2.1 The marketing mix — 2.2 The role
of price in the buying decision — 2.3 Customers buy a whole
bundle of attributes — 2.4 The features and benefits technique
and its limitations — 2.5 Different market segments want
different benefits — 2.6 Each member of a decision making
group wants different benefits — 2.7 The unique selling
proposition — 2.8 The sharper cutting edge — 2.9 Branding
— 2.10 Some differences between intangible services and
tangible products — Exercises — Follow up
3 What Is Involved in Becoming Market Led?
Setting our Sights High 47
Key business issues — 3.1 The development of the market led
philosophy — 3 2 Culture changes involved in becoming
market led — 3.3 The benefits of a strong marketing function
— 3.4 Maximizing profit from existing resources — 3.5
Compatibility of targets and resources — Exercises — Follow
up
4. To Whom Are We Selling?
Market Definition, Segmentation and Targeting 63
Key business issues — 4.1 What business are we in? —
4.2 Market segmentation — 4.3 Segmentation criteria —
4.4 Strategic decisions arising from market segmentation —
4.5 Marketing actions arising from segmentation — 4.6
Targeting — 4.7 The strategic significance of niche markets —
4.8 Credibility and track record — Exercises — Follow up
5. Who Are our Competitors?
Competitive Analysis and Tactics 83
Key business issues — 5.1 The nature of competition —
5.2 Analysis of competition — 5.3 Sources of information about
competition — 5.4 Competitive tactics — Exercises — Follow
up
6. How Do We Set Prices?
An Under Exploited Management Opportunity 93
Key business issues — 6.1 Value pricing price is what the
market will bear — 6.2 Customers do not know or care about
our cost — 6.3 Different parts of the business have different
CONTENTS VJJ
profit potential — 6.4 There is no such thing as true cost —
6.5 The danger of a commodity price orientation — 6.6 How
do we determine the market price? — 6.7 Pricing should be
used both strategically and tactically — Exercises — Follow up
PART II THE ROLE OF MARKETING COMMUNICATION 113
7. How Do We Communicate?
Principles of Communication 115
Key business issues — 7.1 The communications process —
7.2 Selling the next step — 7.3 The role of different methods
of communication — 7.4 The role of external agencies —
Exercises — Follow up
8. How Do We Sell?
Personal Communication 127
Key business issues — 8.1 Selling can be learned — 8.2 Selling
starts with listening rather than speaking — 8.3 Presentations
should be prepared and targeted — 8.4 Overcoming objections
— 8.5 Closing the sale — 8.6 The selling role of non sales staff
— 8.7 Nurturing existing customers — 8.8 Partnerships and
strategic alliances — Exercises — Follow up
9. How Do We Use Impersonal Communications?
Literature, Proposals, Web Sites, Letters, Mailshots, E Mail,
Telephone, Exhibitions, Advertising and Public Relations 143
Key business issues — 9.1 Promotional literature —
9.2 Proposals and invitations to tender — 9.3 Web sites —
9.4 Sales letters, mailshots and e mail — 95 The telephone —
9.6 Exhibitions — 97 Advertising — 9.8 Public relations —
Exercises — Follow up
PART III THE ROLE OF BUSINESS DEVELOPMENT 171
10. What Does the Market Want?
Market Research, Marketing Research 173
Key business issues — 10.1 Business decisions depend upon
knowledge of the market — 10.2 Qualitative market research
— 10.3 Quantitative market research — 10.4 Market research
on a low budget — 10.5 Marketing research — Exercises —
Follow up
VJii CONTENTS
11. How Do We Achieve Profitable Innovation?
Market Led Innovation 189
Key business issues — 11.1 Options for business development
— 11.2 The role of marketing in innovation — 11.3 Make
decisions before spending money — 11.4 Identify winners as
early as possible — 11.5 Risk and sensitivity — 11.6 Dealing
with impending failure — Exercises — Follow up — Appendix:
Discounted cash flow
12. How Do We Manage the Future?
Market Based Business Planning 205
Key business issues — 12.1 The basis of business planning —
12.2 Organization of the business development function —
12.3 The planning process — 12.4 The business plan —
12.5 The marketing plan — 12.6 The sales plan — 12.7
Successful internal proposals — 12.8 Models and techniques —
Exercises — Follow up
Templates for the Business Plan 231
Index 243
LIST OF FIGURES
2.1 Creating value in the mind of the customer 28
2.2 The sharper cutting edge 39
3.1 The strong weak interaction 56
3.2 Maximizing profit from existing resources 58
4.1 Industry segmentation 67
4.2 Sequential segmentation 69
4.3 Niche markets 75
6.1 The price volume relationship 106
6.2 A saturated market 107
6.3 A segmented market 108
6.4 The effect of price on perceived value 108
7.1 The role of personal and impersonal communications 122
7.2 Size and diversity of target market 123
9.1 Reply form 156
10.1 Management style 175
12.1 Skill set versus market segment organization 210
12.2 SWOT analysis 227
12.3 The Growth Share Matrix 228
|
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| author | Sowter, Colin V. |
| author_facet | Sowter, Colin V. |
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| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 620 - Engineering and allied operations |
| dewey-raw | 620/.0068/8 |
| dewey-search | 620/.0068/8 |
| dewey-sort | 3620 268 18 |
| dewey-tens | 620 - Engineering and allied operations |
| discipline | Technik |
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| id | DE-604.BV013869698 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T18:53:29Z |
| institution | BVB |
| isbn | 0566082373 |
| language | English |
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| physical | XIV, 245 S. |
| publishDate | 2000 |
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| publisher | Gower |
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| spelling | Sowter, Colin V. Verfasser aut Marketing high technology services Colin V. Sowter Aldershot Gower 2000 XIV, 245 S. txt rdacontent n rdamedia nc rdacarrier Hoogwaardige technologie gtt Industries de pointe - Service à la clientèle - Marketing Ingénieurs-conseils Klantenservice gtt Marketing gtt Consulting engineers High technology industries Customer services Marketing HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009487024&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Sowter, Colin V. Marketing high technology services Hoogwaardige technologie gtt Industries de pointe - Service à la clientèle - Marketing Ingénieurs-conseils Klantenservice gtt Marketing gtt Consulting engineers High technology industries Customer services Marketing |
| title | Marketing high technology services |
| title_auth | Marketing high technology services |
| title_exact_search | Marketing high technology services |
| title_full | Marketing high technology services Colin V. Sowter |
| title_fullStr | Marketing high technology services Colin V. Sowter |
| title_full_unstemmed | Marketing high technology services Colin V. Sowter |
| title_short | Marketing high technology services |
| title_sort | marketing high technology services |
| topic | Hoogwaardige technologie gtt Industries de pointe - Service à la clientèle - Marketing Ingénieurs-conseils Klantenservice gtt Marketing gtt Consulting engineers High technology industries Customer services Marketing |
| topic_facet | Hoogwaardige technologie Industries de pointe - Service à la clientèle - Marketing Ingénieurs-conseils Klantenservice Marketing Consulting engineers High technology industries Customer services Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009487024&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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