Principles and practice of marketing:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
McGraw-Hill
2004
|
| Ausgabe: | 4. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXXIV, 942 S. Ill., graph. Darst. |
| ISBN: | 007710708X |
Internformat
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Datensatz im Suchindex
| _version_ | 1804130459621261312 |
|---|---|
| adam_text | Titel: Principles and practice of marketing
Autor: Jobber, David
Jahr: 2004
Contents
About the Author
Case Contributors
List of Vignettes
Preface to the Fourth Edition
Acknowledgements
Guided Tour
Technology to Enhance Learning and Teaching
Currency Conversion Table
1 Fundamentals of Modern Marketing Thought
1 Marketing in the modern firm
Learning objectives
The marketing concept
Marketing versus production orientation
Efficiency versus effectiveness
Market-driven versus internally orientated businesses
Limitations of the marketing concept
Creating customer value and satisfaction
Developing an effective marketing mix
Key characteristics of an effective marketing mix
Criticisms of the 4-Ps approach to marketing management
Marketing and business performance
Review
Key terms
Internet exercise
Study questions
Case 1 H M Gets Hot
Case 2 Legoland and the Millennium Dome: a Tale of the Launch
of Two London Visitor Attractions
2 Marketing planning: an overview of marketing
Learning objectives
The fundamentals of planning
The process of marketing planning
Marketing objectives
Core strategy
The rewards of marketing planning
Problems in making planning work
How to handle marketing planning problems
Review
Key terms
Internet exercise
Study questions
IV
xvi
xviii
xxi
xxvi
xxix
xxxii
xxxiv
3
3
4
5
7
8
10
13
16
19
21
22
25
26
27
27
28
31
35
35
36
37
46
48
52
53
54
55
57
58
58
VII
Contents
Case 3 Heron Engineering 59
Case 4 Weatherpruf Shoe Waxes 62
Understanding consumer behaviour 65
Learning objectives 65
The dimensions of buyer behaviour 66
Consumer behaviour 67
Influences on consumer behaviour 77
Review 90
Key terms 92
Internet exercise 93
Study questions 94
Case 5 Cappuccino Wars 95
Case 6 Ethical Consumer Decision-making 97
Understanding organizational buying behaviour 99
Learning objectives 99
Characteristics of organizational buying 100
The dimensions of organizational buying behaviour 102
Influences on organizational buying behaviour 110
Developments in purchasing practice 113
Relationship management 117
How to build relationships 122
Review 125
Key terms 127
Internet exercise 127
Study questions 128
Case 7 Winters Company 129
Case 8 Morris Services 130
The marketing environment 131
Learning objectives 131
Economic forces 132
Social/cultural forces 138
Political/legal forces 145
Ecological/physical forces 148
Technological forces 151
Environmental scanning 153
Responses to environmental change 155
Ethical dilemma 157
Review 157
Key terms 158
Internet exercise 159
Study questions 159
Case 9 Marks Spencer: Responding to Environmental Change 160
Case 10 Fiat s Fall From Grace?Can Rat Turn ft Around? 163
VIII
Contents
Marketing research and information systems 169
Learning objectives 169
Marketing information systems 170
The importance of marketing research 172
Approaches to conducting marketing research 174
Types of marketing research 175
Stages in the marketing research process 178
The use of marketing information systems and marketing research 195
Ethical issues in marketing research 196
Ethical dilemma 198
Review 198
Key terms 200
Internet exercise 201
Study questions 201
Case 11 Carbery: Developing New Products in a Mature Market 202
Case 12 Air Catering Enterprises 206
Market segmentation and positioning 209
Learning objectives 209
Why bother to segment markets? 210
The process of market segmentation and target marketing 212
Segmenting consumer markets 212
Segmenting organizational markets 225
Target marketing 228
Positioning 236
Review 242
Key terms 244
Internet exercise 244
Study questions 245
Case 13 Positioning Budweiser 246
Case 14 Corus Engineering Steels 253
2 Marketing Mix Decisions
8 Managing products: brand and corporate identity management 259
Learning objectives 259
Products and brands 260
The product line and product mix 262
Brand types 262
Why strong brands are important 264
Brand building 266
Key branding decisions 273
Rebranding 276
Brand extension and stretching 279
Co-branding 281
IX
Contents
Global and pan-European branding 285
Corporate identity management 288
Ethical issues concerning products 293
Ethical dilemma 295
Review 296
Key terms 299
Internet exercise 300
Study questions 300
Case 15 Levi s Jeans: Re-engaging the Youth Market 301
Case 16 Reinventing Burberry 304
9 Managing products: product life cycle, portfolio planning
and product growth strategies 307
Learning objectives 307
Managing product lines and brands over time: the product life cycle 308
Uses of the product life cycle 310
Limitations of the product life cycle 314
Managing brand and product line portfolios 317
Product strategies for growth 325
Review 328
Key terms 330
Internet exercise 330
Study questions 330
Case 17 Microsoft Xbox Live!: Who will Win the Gaming Battle
in the Latest Games Console Wars? 331
Case 18 Unilever Culls for Growth 335
10 Developing new products 337
Learning objectives 337
What is a new product? 339
Creating and nurturing an innovative culture 340
Organizing effectively for new product development 341
Managing the new product development process 346
Competitive reaction to new product introductions 363
Review 364
Key terms 366
Internet exercise 366
Study questions 367
Case 19 The Development of a Motoring Icon: The Launch
of the New Mini 368
Case 20 The UK National Lottery 371
11 Pricing strategy 375
Learning objectives 375
Economists approach to pricing 376
Cost-orientated pricing 378
Competitor-orientated pricing 380
Marketing-orientated pricing 382
12
13
14
Contents
Initiating price changes 397
Reacting to competitors price changes 400
Ethical issues in pricing 401
Ethical dilemma 404
Review 405
Key terms 406
Internet exercise 407
Study questions 407
Case 21 easyJet and Ryanair: Flying High with Low Prices 408
Case 22 Hansen Bathrooms (a) 411
Advertising 413
Learning objectives 413
Integrated marketing communications 416
The communication process 418
Strong and weak theories of how advertising works 421
Developing an advertising strategy 422
Organizing for campaign development 440
Ethical issues in advertising 444
Ethical dilemma 446
Review 446
Key terms 448
Internet exercise 449
Study questions 449
Case 23 The Repositioning of White Horse Whisky 450
Case 24 NFO MarketMind: Brand Tracking and the Lettuseat
Advertising Campaign 453
Personal selling and sales management 461
Learning objectives 461
Environmental and managerial forces affecting sales 462
Types of seller 466
Sales responsibilities 469
Personal selling skills 472
Sales management 479
Ethical issues in personal selling and sales management 495
Ethical dilemma 497
Review 498
Key terms 500
Internet exercise 500
Study questions 501
Case 25 Glaztex 502
Case 26 Selling Exercise 504
Direct marketing 505
Learning objectives 505
Defining direct marketing 507
XI
Contents
15
16
Growth in direct marketing activity 508
Database marketing 509
Customer relationship management 514
Managing a direct marketing campaign 519
Media decisions 522
Ethical issues in direct marketing 538
Ethical dilemma 539
Review 540
Key terms 542
Internet exercise 543
Study questions 543
Case 27 The Launch of Nectar: Will the Nectar Loyalty Scheme
Reap Rewards? 544
Case 28 Customer Relationship Management and Value Creation 548
Internet marketing 549
Learning objectives 549
More than just a website 550
Internet marketing and e-commerce 553
E-commerce market exchanges 556
Factors affecting the adoption of Internet marketing 557
The benefits and limitations of the Internet and e-commerce 558
Assessing online competence 563
Competitive online advantage and strategy 566
Selecting an e-commerce marketing mix 569
Ethical issues in Internet marketing 575
Ethical dilemma 578
Review 578
Key terms 580
Internet exercise 581
Study questions 582
Case 29 Google: a Victim of its own Success? 583
Case 30 Thin Red Line 586
Other promotional mix methods 593
Learning objectives 593
Sales promotion 594
Public relations and publicity 603
Sponsorship 607
Exhibitions 613
Product placement 616
Ethical issues in sales promotion and public relations 618
Ethical dilemma 619
Review 620
Key terms 622
Internet exercise 623
XII
Contents
Study questions 623
Case 31 Community Relations: Building Masts for 3G Phones 624
Case 32 Movie Marketing: How Studios Make and Spend Fortunes,
Creating Hype for their Blockbusters 626
17 Distribution 633
Learning objectives 633
Functions of channel intermediaries 635
Types of distribution channel 637
Channel strategy 641
Channel management 647
Physical distribution 652
The physical distribution system 655
Ethical issues in distribution 662
Ethical dilemma 664
Review 665
Key terms 667
Internet exercise 667
Study questions 668
Case 33 The Trouble with TopUps: Vodafone Causes a Stir
by Lowering the Margins of Retailers 669
Case 34 Avon and L Oreal: Keep Young and Beautiful! 673
3 Competition and Marketing
18 Analysing competitors and creating a competitive advantage 677
Learning objectives 677
Analysing competitive industry structure 678
Competitor analysis 681
Competitive advantage 687
Creating a differential advantage 691
Creating cost leadership 697
Review 700
Key terms 701
Internet exercise 702
Study questions 702
Case 35 Wal-Mart Grows Asda 703
Case 36 StoraEnso: using an Ethics Code to Create a Competitive
Advantage 706
19 Competitive marketing strategy 711
Learning objectives 711
Competitive behaviour 712
Developing competitive marketing strategies 714
Build objectives 714
Hold objectives 725
Niche objectives 729
XIII
Contents
20
21
22
Harvest objectives 730
Divest objectives 731
Review 731
Key terms 733
Internet exercise 734
Study questions 734
Case 37 The Battle over Safeway 735
Case 38 Mitsubishi Ireland: Building the Black Diamond Brand 740
iplementation and Application
Managing marketing implementation, organization and control 751
Learning objectives 751
Marketing strategy, implementation and performance 753
Implementation and the management of change 754
Objectives of marketing implementation and change 757
Barriers to the implementation of the marketing concept 758
Forms of resistance to marketing implementation and change 761
Developing implementation strategies 762
Marketing organization 773
Marketing control 779
Strategic control 781
Operational control 781
Review 783
Key terms 785
Internet exercise 786
Study questions 786
Case 39 Jambo Records 787
Case 40 Hansen Bathrooms (b) 790
Marketing services 791
Learning objectives 791
The nature of services 792
Managing services 796
Retailing 817
Marketing in non-profit organizations 826
Review 829
Key terms 831
Internet exercise 832
Study questions 832
Case 41 The Leith Agency 833
Case 42 Hope Community Resources, Inc. 837
International marketing 843
Learning objectives 843
Deciding whether to go international 844
Deciding which markets to enter 846
xrv
Contents
Deciding how to enter a foreign market 850
Developing international marketing strategy 856
Organizing for international operations 869
Centralization vs decentralization 870
Review 873
Key terms 874
Internet exercises 875
Study questions 875
Case 43 Going International: the Case of McDonald s 876
Case 44 British Airways World Cargo 879
References 883
Glossary 905
Companies and Brands Index 917
Subject Index 922
xv
|
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