Great answers to tough marketing questions:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Kogan Page
2003
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XV, 298 S. Ill. |
| ISBN: | 0749440228 |
Internformat
MARC
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| 245 | 1 | 0 | |a Great answers to tough marketing questions |c P.R. Smith |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a London |b Kogan Page |c 2003 | |
| 300 | |a XV, 298 S. |b Ill. | ||
| 336 | |b txt |2 rdacontent | ||
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| 500 | |a Includes bibliographical references and index | ||
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Marketing |x Management | |
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Datensatz im Suchindex
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|---|---|
| adam_text | contents
Foreword xi
Preface how to use this book xiii
Acknowledgements xv
1. Basic concepts and definitions of marketing 1
When did it all start? 2
Change, change, change. Do we really have to? 4
Who needs marketing? 6
Why are most companies weak at marketing? 8
.What is marketing? 9
Is marketing an art or a science? 11
Wny bother with researching needs and wants? 13
In marketing, is something always exchanged? 15
Whit.are lifetime values? 17
Are .markets becoming more competitive? 19
Is marketing just a bunch of processes? 21
2. Segmentation, position and the marketing mix 25
What exactly is segmentation? 26
Why bother with segmentation, let s get out and sell? 28
How do you segment a market? 30
How do you select a target market? 32
What exactly is positioning? 34
How do benefits mix with positioning strategies? 36
How do you develop a positioning? 38
What is the marketing mix? 40
What other marketing mixes exist beyond the 4Ps? 42
How do you mix the mix? 44
Why does the marketing mix change? 46
v
3. Marketing planning 49
Why bother planning? 50
How do marketing plans and corporate plans fit together? 52
What are the three key resources? 54
What should be in the perfect marketing plan? 56
What needs to be analysed? 58
What are good marketing objectives? 60
What exactly is strategy? 62
What is the difference between strategy and tactics? 64
How do you implement tactical decisions? 66
Do we really need a review? 68
Does SOSTAC® work? 70
4. Buyer behaviour 73
Why do customers buy? 74
How are buyers influenced by their situation? 76
What are the mental stages of making a purchase? 7S
What are the major factors that influence buyers? 80
What social and cultural factors affect buyers? 82
What psychological factors affect buyers? 84
How do geodemographics help marketers? 86
How are business to business markets different to
consumer markets? 88
What situations affect organizational buyers? 90
What stages do industrial, business to business and
organizational buyers go through when buying? 92
What are the hidden influences that affect professional
buyers? 94
5. Marketing research 97
Do we really need to collect more information? 98
What is a marketing information system? 100
What kinds of market research can help? 102
How do you manage a market research project? 104
What internal sources provide valuable information? 106
Why pay £10,000 when £1 will do? 108
What is qualitative research? 110
What is quantitative research? 112
Can you give me an example of marketing research in a
consumer market? 114
Can you give me an example of marketing research in an
organizational /business to business or industrial
situation? 116
How will the IT explosion affect marketing research? 118
What is low tech common sense? 120
6. Product decisions 123
Don t customers buy products? 124
What is product quality and how do you measure it? 126
Why don t great products win all the time? 128
What s the difference between a product line and
a product mix? 130
What is a product portfolio and how do you balance it? 132
Could you manage the NPD process? 134
How do new products enter a market? What is the key? 136
Do product life cycles really exist? 138
How can a product designer create competitive
advantage? 140
How can a pack designer create competitive advantage? 141
How does research help product design? 142
How can pack research help to create competitive
advantage? 144
7. Service decisions 147
Why are service industries growing so fast? 148
What are the five characteristics that separate products
from services? 150
What category of service are you in? 152
How do you measure quality in services? 153
Why are the 4Ps inadequate when marketing services? 155
How does looking after employees pay dividends? 157
How does physical evidence psychologically influence
buyers? 159
How can low contact activities be separated from
high contact activities? 161
Should you extend your range of services or not? 163
How do you distribute a service? 165
How are services promoted? 167
Why is pricing a service different to pricing a product? 169
8. Pricing decisions 173
Is price simply what the customer will pay, or is it a
more flexible marketing tool? 174
What is your pricing objective? 176
What is your pricing strategy? 178
If a product retails at £9.99, what price can a
manufacturer charge? 180
What are Ohmae s 3Cs which influence pricing? 182
How many different types of costs are there? 183
Why should you avoid a price war at all costs? 185
Don t all customers feel the same about prices? 187
Why is a cost orientated approach to pricing wrong? 189
What is the market orientated approach to pricing? 191
What is the systematic approach to pricing? 193
What are the kinds of problems that relate to pricing? 195
9. Distribution decisions 199
Why is dull distribution so important? 200
How many different types of distribution channels
are there? 202
What are logistics? 204
What are your distribution strategies? 206
What are the distributor s responsibilities? 208
Are retailers really required? 210
Do you need a big salesforce? 212
Is armchair shopping here to stay? 214
How do you select a distribution channel? 216
How do you choose a distributor? 218
How do you control distributors? 220
How do you motivate channel partners? 222
10. Integrated marketing communications 225
What is integrated marketing communications (IMC)? 226
How does IMC help your company? 228
Who or what will try to stop me from integrating
my communications? 230
How do customers process information? 232
What are 1 2 1 tools and how do they naturally
integrate? 234
How do advertising, PR and sponsorship integrate? 236
How do merchandising, point of sale, packaging
and exhibitions integrate naturally? 238
How can sales promotions add extra value? 240
What is the difference between corporate image and
corporate identity? 242
How does the Internet integrate? 244
What are IMC s 10 golden rules? 246
11. E marketing 249
What is e marketing? 250
Is e marketing a process? 252
Are the robots taking over how will e marketing
change? 254
What is a multi channel culture? 256
How can e marketing help marketers the 5Ss? 258
How can Web sites be more effective? 260
What are the success criteria for an e business? 262
Why did the dot corns bomb? 264
Glossary 267
Index 289
|
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| illustrated | Illustrated |
| indexdate | 2024-07-09T19:13:27Z |
| institution | BVB |
| isbn | 0749440228 |
| language | English |
| lccn | 2003007631 |
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| spelling | Smith, Paul R. 1957- Verfasser (DE-588)172558263 aut Great answers to tough marketing questions P.R. Smith 2. ed. London Kogan Page 2003 XV, 298 S. Ill. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Marketing Marketing Management Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010300251&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Smith, Paul R. 1957- Great answers to tough marketing questions Marketing Marketing Management Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 |
| title | Great answers to tough marketing questions |
| title_auth | Great answers to tough marketing questions |
| title_exact_search | Great answers to tough marketing questions |
| title_full | Great answers to tough marketing questions P.R. Smith |
| title_fullStr | Great answers to tough marketing questions P.R. Smith |
| title_full_unstemmed | Great answers to tough marketing questions P.R. Smith |
| title_short | Great answers to tough marketing questions |
| title_sort | great answers to tough marketing questions |
| topic | Marketing Marketing Management Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Marketing Management |
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