The business and marketing environment:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
McGraw-Hill
1996
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIII, 340 S. |
| ISBN: | 0077092627 |
Internformat
MARC
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| 100 | 1 | |a Palmer, Adrian |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a The business and marketing environment |c Adrian Palmer and Bob Hartley |
| 250 | |a 2. ed. | ||
| 264 | 1 | |a London [u.a.] |b McGraw-Hill |c 1996 | |
| 300 | |a XIII, 340 S. | ||
| 336 | |b txt |2 rdacontent | ||
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| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Export marketing | |
| 650 | 4 | |a Organizational effectiveness | |
| 650 | 4 | |a Marketing research | |
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| 700 | 1 | |a Hartley, Robert F. |d 1927-2012 |e Verfasser |0 (DE-588)17016666X |4 aut | |
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Datensatz im Suchindex
| _version_ | 1804138152161443840 |
|---|---|
| adam_text | CONTENTS
Preface xiii
1. MARKETING: AN OVERVIEW 1
1.1 Introduction 1
1.2 The dominant business environment 2
1.2.1 Production orientation 3
1.2.2 Sales orientation 4
1.2.3 Marketing orientation 4
1.2.4 Towards societal marketing orientation? 6
1-3 Key marketing concepts 8
1.3.1 Needs 8
1.3.2 Exchange 10
1.3.3 Value 10_
1.3.4 Customers 10
1.3.5 Markets if
1.4 Segmentation, targeting and positioning 11
1.4.1 Segmentation 11
1.4.2 Selection of target market 13
1.4.3 Positioning 14
1.5 The marketing mix 14
1.5.1 Products 16
1.5.2 Pricing 16
1.5.3 Promotion 20
1.5.4 Place 21
1.5.5 An extended marketing mix 22
1.5.6 Alternatives to the marketing mix 24
2. THE NATURE OF THE MARKETING ENVIRONMENT 27
2.1 The marketing environment defined 27
2.2 The microenvironment 28
2.2.1 Relationships between members of an organization s microenvironment 29
2.3 The macroenvironment 29
2.3.1 The Economic environment 30
2.3.2 The political environment 31
2.3.3 The social and cultural environment 31
2.3.4 The demographic environment 31
2.3.5 The technological environment 32
vi CONTENTS 2.4 Value chains 32
2.4.1 Channels of distribution 33
2.4.2 Push and pull channels of distribution 35
2.4.3 Developments in channel structures 36
2.4.4 Physical distribution management 37
V.2.54. Buyer-seller relationships .. 4Q_
2 6 The internal environment 44
2.6.1 Marketing department organization 45
2.6.2 The relationship between marketing and other organizational functions 47
2.6.3 Organizational culture 49
2.6.4 The flexible firm 49
2.6.5 Improving organizational effectiveness for marketing 50
2.6.6 Internal marketing 51
2.7 The information environment 53
2.7.1 Marketing information systems 53
2.7.2 Trends in information analysis 55
3. BUSINESS ORGANIZATIONS—CLASSIFICATION 58
3.1 Organizations and their environment 58
3.1.1 Classification of business organizations 59
3.2 The sole trader 60
3.2.1 Sole trader or employee? 61
3.3 Partnerships 61
3.4 Limited companies 62
3.4.1 The Memorandum of Association 62
3.4.2 The Articles of Association 63
3.4.3 Company administration 64
3.4.4 Shareholders 64
3.4.5 Company reports and accounts 64
3.4.6 Liquidation and receivership 65
3.4.7 Public limited companies 65
3.4.8 Advantages and disadvantages of limited companies 66
3.5 Public sector organizations 66
3.5.1 Nationalized industries 66
3.5.2 Local authority enterprise 69
3.5.3 Distinctive characteristics of public sector organizations 70
3.6 QUANGOS 71
3.6.1 Characteristics of QUANGOS 71
3.6.2 Marketing implications of QUANGOS 72
3.6.3 QUANGOs and policy formulation 73
3.7 Other types of organization 74
3.7.1 Co-operative societies 74
3.7.2 Charities and voluntary organizations 74
3.7.3 Building societies 75
3.7.4 Franchise organizations 75
4. ORGANIZATIONAL GROWTH 80
4.1 Introduction 80
4.2 The objectives of organizations 80
CONTENT S vli
4.2.1 Profit maximization 81
4.2.2 Market share maximization 81
4.2.3 Corporate growth 82
4.2.4 Satisficing 82
4.2.5 Survival 82
4.2.6 Loss making 83
4.2.7 Personal objectives 83
4.2.8 Social objectives of commercial organizations 83
4.2.9 Maximizing benefits to consumers 84
4.2.10 Maximizing public benefits 84
4.2.11 Complexity of objectives 85
4.3 Growth of organizations 85
4.3.1 Reasons for growth 85
4.3.2 Types of organizational growth 86
4.3.3 Product/market expansion 86
4.3.4 Organic growth 88
4.3.5 Growth by acquisition 88
4.3.6 Mergers 91
4.3.7 Joint ventures 91
4.3.8 Horizontal and vertical integration 91
4.4 Sources of finance for growth 92
4.4.1 Methods of raising equity capital 93
4.4.2 Retained earnings 94
4.4.3 Loan capital 94
4.4.4 Management buy-outs 94
4.5 Marketing and organizational scale 95
4.5.1 Economies of scale 95
4.5.2 Limits to growth 96
4.5.3 De-mergers 96
4.5.4 The resurgence of small business 97
4.5.5 Government and small business 99
4.5.6 Organizational life cycles 99
5. THE COMPETITION ENVIRONMENT 103
5.1 Introduction to the competitive environment 103
5.1.1 Market structure 104
5.2 Perfect competition 105
5.2.1 Demand 105
5.2.2 Supply 108
5.2.3 Price determination HO
5.2.4 Elasticity of demand 112
5.2.5 Elasticity of supply H3
5.2.6 Limitations of the theory of perfect competition 114
5.3 Monopolistic markets H4
5.3.1 Effects on prices and output of monopoly 115
5.3.2 Marketing implications of monopoly 115
5.4 Imperfect competition 116
5.4.1 The role of brands 116
5.4.2 Imperfect competition and elasticity of demand 117
viii CONTENTS . 5.4.3 Oligopoly 120
5.5 Competition policy 121
5.5.1 Common law approaches to improving market competitiveness 121
5.5.2 Statutory intervention to create competitive markets 122
5.5.3 The Competition Act 1980 122
5.5.4 The Resale Prices Act 1976 123
5.5.5 Articles 85 and 86 of the Treaty of Rome 124
5.5.6 Control on price representations 124
5.6 Regulatory agencies 124
5.6.1 The Office of Fair Trading 125
5.6.2 The Monopolies and Mergers Commission 125
5.6.3 Regulation of public utilities 126
5.6.4 Control of government monopolies 128
6. THE NATIONAL ECONOMIC ENVIRONMENT 131
6.1 Macroeconomics and marketing 131
6.2 The structure of the economy 132
6.2.1 Measures of economic structure 132
6.2.2 Towards a service economy? 134
6.2.3 International comparisons 135
6.2.4 Consumer, producer and government sectors 136
6.3 The circular flow of income 136
6.3.1 The Phillips machine model of the economy 138
6.3.2 The multiplier effect 139
6.3.3 The accelerator effect 142
6.3.4 Inflation 143
6.3.5 Complex models of the economy 143
6.4 The business cycle 144
6.4.1 Measuring economic activity 145
6.4.2 Tracking the business cycle 148
6.5 Macroeconomic policy 149
6.5.1 Policy objectives 150
6.5.2 Government management of the economy 153
6.5.3 Limitations of government intervention in the national economy 156
6.5.4 The central bank 156
7. THE POLITICAL ENVIRONMENT 158
7.1 Defining the political environment 158
7.1.1 Importance of monitoring the political environment 159
7.2 Central government 160
7.2.1 Parliament 160
7.2.2 The executive 161
7.2.3 Political parties 163
7.2.4 The parliamentary life cycle 163
7.2.5 The civif service 164
7.2.6 The judiciary 165
7.3 Local government 165
7.3.1 The changing relationship between central and local government 166
7.3.2 Local authorities and marketing 166
mpt i bin i a i
7.4 Quasi-governmental bodies 168
7.5 The European Union 169
7.5.1 Aims of the EU 170
7.5.2 The structure of the EU 171
7.5.3 The Council of Ministers 171
7.5.4 The European Commission 173
7.5.5 The European Parliament 174
7.5.6 The European Court of Justice 174
7.5.7 Relationship between EU and United Kingdom government 175
7.5.8 Effects of EU membership on UK marketers 175
7.6 Supranational governmental organizations 176
7.7 Influences on government policy formation 176
7.7.1 Pressure groups 176
8. THE SOCIALAND DEMOGRAPHIC ENVIRONMENT 181
8.1 Marketing and the effects of social structures 181
8.1.1 Social influences on behaviour 182
8.2 The cultural environment 182
8.2.1 Subcultures 183
8.2.2 Effects of culture on marketing 183
8.2.3 Social class 185
8.2.4 Measuring social class 186
8.3 Life-styles and attitudes 187
8.3.1 Life-styles 188
8.3.2 Attitudes 188
8.4 The family 190
8.4.1 Family composition 190
8.4.2 Family roles 191
8.5 Reference groups 191
8.5.1 Primary reference groups 192
8.5.2 Secondary reference groups 192
8.6 Demography 192
8.6.1 The importance of demographic analysis to marketers 193
8.6.2 Global population changes 193
8.6.3 Changes in the UK population level 195
8.6.4 The birth rate 195
8.6.5 The death rate 198
8.6.6 Migration 198
8.6.7 The age structure of the population 199
8.6.8 Household structure 200
8.6.9 Geographical distribution of population 201
8.6.10 EU comparisons 203
9. THE SOCIAL RESPONSIBILITY OF ORGANIZATIONS 205
9.1 Introduction 205
9.1.1 Externalities 205
9.1.2 External benefits 206
9.1.3 External costs 207
9.1.4 Stakeholders in organizations 208
x CONTENTS . _ 9.1.5 The societal marketing concept 211
9.2 The ecological environment 212
9.2.1 Assessing ecological impacts 213
9.2.2 Benefits to businesses of being green 214
9.2.3 Role of environmental pressure groups 215
9.2.4 Business response to pressure groups 216
9.2.5 The media and environmental issues 217
9.3 Business ethics 217
9.3.1 Good corporate governance 219
10. THE LEGAL ENVIRONMENT 222
10.1 Introduction 222
10.2 The law of contract 223
10.2.1 Offer 223
10.2.2 Acceptance 224
10.2.3 Intention to create legal relations 224
10.2.4 Consideration 224
10.2.5 Capacity 224
10.3 Statutory intervention 224
10.3.1 Trade Descriptions Act 1968 225
10.3.2 Sale of Goods Act 1979 225
10.4 Misrepresentation 228
10.4.1 Remedies for misrepresentation 229
10.5 Non-contractual liability 230
10.6 The Consumer Protection Act 1987 231
10.7 Consumer credit 233
10.7.1 Consumer credit agreements 233
10.7.2 Restricted use and unrestricted use credit 234
10.7.3 Debtor-creditor and debtor-creditor-supplier agreements 234
10.8 Codes of practice 235
10.9 Controls on advertising 236
10.10 Protection of a company s intangible assets 238
10.10.1 Patents 238
10.10.2 Trademarks 239
10.11 Law in action 239
10.12 The law and production processes 241
11. THE TECHNOLOGICAL ENVIRONMENT 245
11.1 Introduction 245
11.2 What is technology? 245
11.3 Expenditure on research and development 247
11.4 Product design 253
11.5 Manufacturing and processing 254
11.6 Storage and distribution 255
11.7 Order and payment processing 257
11.7.1 Technology at the point of sale 25 7
11.7.2 Business-to-business sales 258
11.7.3 Electronic data interchange (EDI) transactions 260
11.8 Computerized information and communication systems 262
11.9 Database marketing (DBM) 264
11.9.1 Computer-aided sales support 265
11.9.2 Direct response marketing 266
11.9.3 Customer information and service (CIS) 267
11.10 Conclusions 267
12. THE INTERNATIONAL MARKETING ENVIRONMENT 272
12.1 Reasons for international trade 272
12.1.1 Firms reasons for entering international trade 273
12.1.2 Macroenvironmental reasons for international trade 274
12.2 The theory of international trade 274
12.2.1 Comparative cost advantage 275
12.2.2 Limitations to the principle of comparative cost advantage 277
12.2.3 Exchange rates 278
12.2.4 Fixed exchange rates 280
12.2.5 European Monetary Union (EMU) 282
12.3 Overseas trade patterns 282
12.3.1 Measuring overseas trade 282
12.3.2 Measuring overseas transactions 283
12.3.3 Trends in UK overseas trade 284
12.3.4 Prospects for UK international trade 286
12.4 International trade institutions and agreements 287
12.4.1 The single European market 287
12.4.2 Other regional trading blocs 288
12.4.3 Organisation for Economic Co-operation and Development (OECD) 288
12.4.4 The World Bank 288
12.4.5 The International Monetary Fund (IMF) 288
12.4.6 The World Trade Organization (WTO) 288
12.4.7 Other international agreements and institutions 289
12.5 Evaluating overseas marketing opportunities 289
12.5.1 The overseas marketing environment 289
12.6 Sources of information on overseas markets 291
12.7 Adapting the marketing mix for overseas environments 293
12.7.1 Product decisions 293
12.7.2 Promotion decisions 294
12.7.3 Pricing decisions 294
12.7.4 Distribution decisions 295
12.7.5 People decisions 296
12.8 Market entry strategies 296
12.8.1 Exporting 297
12.8.2 Direct investment in overseas subsidiary 297
12.8.3 Management contracting 298
12.8.4 Licensing/franchising 298
12.8.5 Joint ventures 300
13. ANALYSING THE MARKETING ENVIRONMENT 305
13.1 Introduction 305
13.2 The marketing audit 305
13.3 Marketing information systems 306
xii CONTENTS ___^______ 13.4 Frameworks for analysing the marketing environment 308
13.4.1 Choice of framework 310
13.4.2 Trend extrapolation 310
13.4.3 Expert opinion 311
13.4.4 Scenario building 312
13.4.5 Influence diagrams and impact grids 314
13.4.6 Environmental threat and opportunity profile (ETOP) 317
13.4.7 Porter s five forces model of industry competitiveness 320
13.5 Forming a view of environmental influence 321
GLOSSARY 327
AUTHOR INDEX 331
SUBJECT INDEX 333
|
| adam_txt |
CONTENTS
Preface xiii
1. MARKETING: AN OVERVIEW 1
1.1 Introduction 1
1.2 The dominant business environment 2
1.2.1 Production orientation 3
1.2.2 Sales orientation 4
1.2.3 Marketing orientation 4
1.2.4 Towards societal marketing orientation? 6
1-3 Key marketing concepts 8
1.3.1 Needs 8
1.3.2 Exchange 10
1.3.3 Value 10_
1.3.4 Customers 10
1.3.5 Markets if
1.4 Segmentation, targeting and positioning 11
1.4.1 Segmentation 11
1.4.2 Selection of target market 13
1.4.3 Positioning 14
1.5 The marketing mix 14
1.5.1 Products 16
1.5.2 Pricing 16
1.5.3 Promotion 20
1.5.4 Place 21
1.5.5 An extended marketing mix 22
1.5.6 Alternatives to the marketing mix 24
2. THE NATURE OF THE MARKETING ENVIRONMENT 27
2.1 The marketing environment defined 27
2.2 The microenvironment 28
2.2.1 Relationships between members of an organization's microenvironment 29
2.3 The macroenvironment 29
2.3.1 The Economic environment 30
2.3.2 The political environment 31
2.3.3 The social and cultural environment 31
2.3.4 The demographic environment 31
2.3.5 The technological environment 32
vi CONTENTS 2.4 Value chains 32
2.4.1 Channels of distribution 33
2.4.2 Push and pull channels of distribution 35
2.4.3 Developments in channel structures 36
2.4.4 Physical distribution management 37
V.2.54. Buyer-seller relationships . 4Q_
2 6 The internal environment 44
2.6.1 Marketing department organization 45
2.6.2 The relationship between marketing and other organizational functions 47
2.6.3 Organizational culture 49
2.6.4 The flexible firm 49
2.6.5 Improving organizational effectiveness for marketing 50
2.6.6 Internal marketing 51
2.7 The information environment 53
2.7.1 Marketing information systems 53
2.7.2 Trends in information analysis 55
3. BUSINESS ORGANIZATIONS—CLASSIFICATION 58
3.1 Organizations and their environment 58
3.1.1 Classification of business organizations 59
3.2 The sole trader 60
3.2.1 Sole trader or employee? 61
3.3 Partnerships 61
3.4 Limited companies 62
3.4.1 The Memorandum of Association 62
3.4.2 The Articles of Association 63
3.4.3 Company administration 64
3.4.4 Shareholders 64
3.4.5 Company reports and accounts 64
3.4.6 Liquidation and receivership 65
3.4.7 Public limited companies 65
3.4.8 Advantages and disadvantages of limited companies 66
3.5 Public sector organizations 66
3.5.1 Nationalized industries 66
3.5.2 Local authority enterprise 69
3.5.3 Distinctive characteristics of public sector organizations 70
3.6 QUANGOS 71
3.6.1 Characteristics of QUANGOS 71
3.6.2 Marketing implications of QUANGOS 72
3.6.3 QUANGOs and policy formulation 73
3.7 Other types of organization 74
3.7.1 Co-operative societies 74
3.7.2 Charities and voluntary organizations 74
3.7.3 Building societies 75
3.7.4 Franchise organizations 75
4. ORGANIZATIONAL GROWTH 80
4.1 Introduction 80
4.2 The objectives of organizations 80
CONTENT'S vli
4.2.1 Profit maximization 81
4.2.2 Market share maximization 81
4.2.3 Corporate growth 82
4.2.4 Satisficing 82
4.2.5 Survival 82
4.2.6 Loss making 83
4.2.7 Personal objectives 83
4.2.8 Social objectives of commercial organizations 83
4.2.9 Maximizing benefits to consumers 84
4.2.10 Maximizing public benefits 84
4.2.11 Complexity of objectives 85
4.3 Growth of organizations 85
4.3.1 Reasons for growth 85
4.3.2 Types of organizational growth 86
4.3.3 Product/market expansion 86
4.3.4 Organic growth 88
4.3.5 Growth by acquisition 88
4.3.6 Mergers 91
4.3.7 Joint ventures 91
4.3.8 Horizontal and vertical integration 91
4.4 Sources of finance for growth 92
4.4.1 Methods of raising equity capital 93
4.4.2 Retained earnings 94
4.4.3 Loan capital 94
4.4.4 Management buy-outs 94
4.5 Marketing and organizational scale 95
4.5.1 Economies of scale 95
4.5.2 Limits to growth 96
4.5.3 De-mergers 96
4.5.4 The resurgence of small business 97
4.5.5 Government and small business 99
4.5.6 Organizational life cycles 99
5. THE COMPETITION ENVIRONMENT 103
5.1 Introduction to the competitive environment 103
5.1.1 Market structure 104
5.2 Perfect competition 105
5.2.1 Demand 105
5.2.2 Supply 108
5.2.3 Price determination HO
5.2.4 Elasticity of demand 112
5.2.5 Elasticity of supply H3
5.2.6 Limitations of the theory of perfect competition 114
5.3 Monopolistic markets H4
5.3.1 Effects on prices and output of monopoly 115
5.3.2 Marketing implications of monopoly 115
5.4 Imperfect competition 116
5.4.1 The role of brands 116
5.4.2 Imperfect competition and elasticity of demand 117
viii CONTENTS . 5.4.3 Oligopoly 120
5.5 Competition policy 121
5.5.1 Common law approaches to improving market competitiveness 121
5.5.2 Statutory intervention to create competitive markets 122
5.5.3 The Competition Act 1980 122
5.5.4 The Resale Prices Act 1976 123
5.5.5 Articles 85 and 86 of the Treaty of Rome 124
5.5.6 Control on price representations 124
5.6 Regulatory agencies 124
5.6.1 The Office of Fair Trading 125
5.6.2 The Monopolies and Mergers Commission 125
5.6.3 Regulation of public utilities 126
5.6.4 Control of government monopolies 128
6. THE NATIONAL ECONOMIC ENVIRONMENT 131
6.1 Macroeconomics and marketing 131
6.2 The structure of the economy 132
6.2.1 Measures of economic structure 132
6.2.2 Towards a service economy? 134
6.2.3 International comparisons 135
6.2.4 Consumer, producer and government sectors 136
6.3 The circular flow of income 136
6.3.1 The Phillips machine model of the economy 138
6.3.2 The multiplier effect 139
6.3.3 The accelerator effect 142
6.3.4 Inflation 143
6.3.5 Complex models of the economy 143
6.4 The business cycle 144
6.4.1 Measuring economic activity 145
6.4.2 Tracking the business cycle 148
6.5 Macroeconomic policy 149
6.5.1 Policy objectives 150
6.5.2 Government management of the economy 153
6.5.3 Limitations of government intervention in the national economy 156
6.5.4 The central bank 156
7. THE POLITICAL ENVIRONMENT 158
7.1 Defining the political environment 158
7.1.1 Importance of monitoring the political environment 159
7.2 Central government 160
7.2.1 Parliament 160
7.2.2 The executive 161
7.2.3 Political parties 163
7.2.4 The parliamentary life cycle 163
7.2.5 The civif service 164
7.2.6 The judiciary 165
7.3 Local government 165
7.3.1 The changing relationship between central and local government 166
7.3.2 Local authorities and marketing 166
mpt i bin i a i\
7.4 Quasi-governmental bodies 168
7.5 The European Union 169
7.5.1 Aims of the EU 170
7.5.2 The structure of the EU 171
7.5.3 The Council of Ministers 171
7.5.4 The European Commission 173
7.5.5 The European Parliament 174
7.5.6 The European Court of Justice 174
7.5.7 Relationship between EU and United Kingdom government 175
7.5.8 Effects of EU membership on UK marketers 175
7.6 Supranational governmental organizations 176
7.7 Influences on government policy formation 176
7.7.1 Pressure groups 176
8. THE SOCIALAND DEMOGRAPHIC ENVIRONMENT 181
8.1 Marketing and the effects of social structures 181
8.1.1 Social influences on behaviour 182
8.2 The cultural environment 182
8.2.1 Subcultures 183
8.2.2 Effects of culture on marketing 183
8.2.3 Social class 185
8.2.4 Measuring social class 186
8.3 Life-styles and attitudes 187
8.3.1 Life-styles 188
8.3.2 Attitudes 188
8.4 The family 190
8.4.1 Family composition 190
8.4.2 Family roles 191
8.5 Reference groups 191
8.5.1 Primary reference groups 192
8.5.2 Secondary reference groups 192
8.6 Demography 192
8.6.1 The importance of demographic analysis to marketers 193
8.6.2 Global population changes 193
8.6.3 Changes in the UK population level 195
8.6.4 The birth rate 195
8.6.5 The death rate 198
8.6.6 Migration 198
8.6.7 The age structure of the population 199
8.6.8 Household structure 200
8.6.9 Geographical distribution of population 201
8.6.10 EU comparisons 203
9. THE SOCIAL RESPONSIBILITY OF ORGANIZATIONS 205
9.1 Introduction 205
9.1.1 Externalities 205
9.1.2 External benefits 206
9.1.3 External costs 207
9.1.4 Stakeholders in organizations 208
x CONTENTS . _ 9.1.5 The societal marketing concept 211
9.2 The ecological environment 212
9.2.1 Assessing ecological impacts 213
9.2.2 Benefits to businesses of being 'green' 214
9.2.3 Role of environmental pressure groups 215
9.2.4 Business response to pressure groups 216
9.2.5 The media and environmental issues 217
9.3 Business ethics 217
9.3.1 Good corporate governance 219
10. THE LEGAL ENVIRONMENT 222
10.1 Introduction 222
10.2 The law of contract 223
10.2.1 Offer 223
10.2.2 Acceptance 224
10.2.3 Intention to create legal relations 224
10.2.4 Consideration 224
10.2.5 Capacity 224
10.3 Statutory intervention 224
10.3.1 Trade Descriptions Act 1968 225
10.3.2 Sale of Goods Act 1979 225
10.4 Misrepresentation 228
10.4.1 Remedies for misrepresentation 229
10.5 Non-contractual liability 230
10.6 The Consumer Protection Act 1987 231
10.7 Consumer credit 233
10.7.1 Consumer credit agreements 233
10.7.2 Restricted use and unrestricted use credit 234
10.7.3 Debtor-creditor and debtor-creditor-supplier agreements 234
10.8 Codes of practice 235
10.9 Controls on advertising 236
10.10 Protection of a company's intangible assets 238
10.10.1 Patents 238
10.10.2 Trademarks 239
10.11 Law in action 239
10.12 The law and production processes 241
11. THE TECHNOLOGICAL ENVIRONMENT 245
11.1 Introduction 245
11.2 What is technology? 245
11.3 Expenditure on research and development 247
11.4 Product design 253
11.5 Manufacturing and processing 254
11.6 Storage and distribution 255
11.7 Order and payment processing 257
11.7.1 Technology at the point of sale 25 7
11.7.2 Business-to-business sales 258
11.7.3 Electronic data interchange (EDI) transactions 260
11.8 Computerized information and communication systems 262
11.9 Database marketing (DBM) 264
11.9.1 Computer-aided sales support 265
11.9.2 Direct response marketing 266
11.9.3 Customer information and service (CIS) 267
11.10 Conclusions 267
12. THE INTERNATIONAL MARKETING ENVIRONMENT 272
12.1 Reasons for international trade 272
12.1.1 Firms'reasons for entering international trade 273
12.1.2 Macroenvironmental reasons for international trade 274
12.2 The theory of international trade 274
12.2.1 Comparative cost advantage 275
12.2.2 Limitations to the principle of comparative cost advantage 277
12.2.3 Exchange rates 278
12.2.4 Fixed exchange rates 280
12.2.5 European Monetary Union (EMU) 282
12.3 Overseas trade patterns 282
12.3.1 Measuring overseas trade 282
12.3.2 Measuring overseas transactions 283
12.3.3 Trends in UK overseas trade 284
12.3.4 Prospects for UK international trade 286
12.4 International trade institutions and agreements 287
12.4.1 The single European market 287
12.4.2 Other regional trading blocs 288
12.4.3 Organisation for Economic Co-operation and Development (OECD) 288
12.4.4 The World Bank 288
12.4.5 The International Monetary Fund (IMF) 288
12.4.6 The World Trade Organization (WTO) 288
12.4.7 Other international agreements and institutions 289
12.5 Evaluating overseas marketing opportunities 289
12.5.1 The overseas marketing environment 289
12.6 Sources of information on overseas markets 291
12.7 Adapting the marketing mix for overseas environments 293
12.7.1 Product decisions 293
12.7.2 Promotion decisions 294
12.7.3 Pricing decisions 294
12.7.4 Distribution decisions 295
12.7.5 People decisions 296
12.8 Market entry strategies 296
12.8.1 Exporting 297
12.8.2 Direct investment in overseas subsidiary 297
12.8.3 Management contracting 298
12.8.4 Licensing/franchising 298
12.8.5 Joint ventures 300
13. ANALYSING THE MARKETING ENVIRONMENT 305
13.1 Introduction 305
13.2 The marketing audit 305
13.3 Marketing information systems 306
xii CONTENTS _^_ 13.4 Frameworks for analysing the marketing environment 308
13.4.1 Choice of framework 310
13.4.2 Trend extrapolation 310
13.4.3 Expert opinion 311
13.4.4 Scenario building 312
13.4.5 Influence diagrams and impact grids 314
13.4.6 Environmental threat and opportunity profile (ETOP) 317
13.4.7 Porter's five forces model of industry competitiveness 320
13.5 Forming a view of environmental influence 321
GLOSSARY 327
AUTHOR INDEX 331
SUBJECT INDEX 333 |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Palmer, Adrian Hartley, Robert F. 1927-2012 |
| author_GND | (DE-588)17016666X |
| author_facet | Palmer, Adrian Hartley, Robert F. 1927-2012 |
| author_role | aut aut |
| author_sort | Palmer, Adrian |
| author_variant | a p ap r f h rf rfh |
| building | Verbundindex |
| bvnumber | BV023514113 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.P234 1996 |
| callnumber-search | HF5415.P234 1996 |
| callnumber-sort | HF 45415 P234 41996 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 300 QP 600 |
| ctrlnum | (OCoLC)832765814 (DE-599)BVBBV023514113 |
| dewey-full | 658.820 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 20 |
| dewey-search | 658.8 20 |
| dewey-sort | 3658.8 220 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 2. ed. |
| format | Book |
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| id | DE-604.BV023514113 |
| illustrated | Not Illustrated |
| index_date | 2024-07-02T22:31:33Z |
| indexdate | 2024-07-09T21:23:38Z |
| institution | BVB |
| isbn | 0077092627 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016835090 |
| oclc_num | 832765814 |
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| owner | DE-521 DE-188 |
| owner_facet | DE-521 DE-188 |
| physical | XIII, 340 S. |
| publishDate | 1996 |
| publishDateSearch | 1996 |
| publishDateSort | 1996 |
| publisher | McGraw-Hill |
| record_format | marc |
| spelling | Palmer, Adrian Verfasser aut The business and marketing environment Adrian Palmer and Bob Hartley 2. ed. London [u.a.] McGraw-Hill 1996 XIII, 340 S. txt rdacontent n rdamedia nc rdacarrier Marketing Export marketing Organizational effectiveness Marketing research Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s 1\p DE-604 Hartley, Robert F. 1927-2012 Verfasser (DE-588)17016666X aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016835090&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 | Palmer, Adrian Hartley, Robert F. 1927-2012 The business and marketing environment Marketing Export marketing Organizational effectiveness Marketing research Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 |
| title | The business and marketing environment |
| title_auth | The business and marketing environment |
| title_exact_search | The business and marketing environment |
| title_exact_search_txtP | The business and marketing environment |
| title_full | The business and marketing environment Adrian Palmer and Bob Hartley |
| title_fullStr | The business and marketing environment Adrian Palmer and Bob Hartley |
| title_full_unstemmed | The business and marketing environment Adrian Palmer and Bob Hartley |
| title_short | The business and marketing environment |
| title_sort | the business and marketing environment |
| topic | Marketing Export marketing Organizational effectiveness Marketing research Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Export marketing Organizational effectiveness Marketing research |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016835090&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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