Essentials of marketing:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Harlow ; Munich [u.a.]
FT Prentice Hall
2008
|
| Ausgabe: | 4. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Inhaltsverzeichnis |
| Beschreibung: | XX, 335 S. Ill., graph. Darst., Kt. |
| ISBN: | 9780273717362 |
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Datensatz im Suchindex
| _version_ | 1804138341339234304 |
|---|---|
| adam_text | Brief contents
List of tables xii
List of figures xiv
Preface xv
Guided tour xviii
Acknowledgements xx
1 What do marketers do? 1
2 The marketing environment 21
3 Consumer and buyer behaviour kl
k Segmentation, targeting and positioning 73
5 Market research 95
6 Products, branding and packaging 117
7 Pricing strategies 151
8 Distribution 169
9 Marketing communications and promotional tools 189
10 Marketing planning, implementation and control 229
11 Services marketing 255
12 Sustainable marketing 279
Glossary 309
Index 327
Contents
List of tables xii
List of figures xiv
Preface xv
Guided tour xviii
Acknowledgements xx
1 What do marketers do? 1
Objectives 1
Introduction 1
About marketing 2
The development of the marketing concept 3
Marketing and other business disciplines 7
Marketing on a day-to-day basis 9
Marketing jobs 10
Key concepts in marketing 12
Definitions of some marketing terms 12
Meeting marketing resistance 13
Quotations about marketing 14
Case study 1: Toshiba 16
Summary 18
Chapter questions 18
Further reading 18
References 18
2 The marketing environment 21
Objectives 21
Introduction 21
The marketing environment 22
The external environment 22
The international environment 35
World trade initiatives 36
The internal environment 4-1
Case study 2: Rio Tinto Zinc 42
Summary 43
Chapter questions 44
Further reading 44
References 45
VK
Contents
3 Consumer and buyer behaviour w
Objectives 47
Introduction 47
Consumer behaviour 48
Perception 55
Influences on the buying decision 56
Impulse buying 62
Industrial buyer behaviour 62
Case study 3: Buying a car 66
Summary 67
Chapter questions 68
Further reading 68
References 68
U Segmentation, targeting and positioning 73
Objectives 73
Introduction 73
Reasons for segmenting markets 74
Segmentation variables 76
Segmenting industrial markets 79
Segmentation effectiveness 80
Global segmentation 81
Targeting 82
Positioning 85
Sales forecasting 88
Case study A: The holiday business 90
Summary 91
Chapter questions 92
Further reading 92
References 92
5 Market research 95
Objectives 95
Introduction 95
The need for market research 96
The research process 98
Approaching respondents 99
Analysing the results 106
Case study 5: Mintel 112
Summary 113
Chapter questions 11A
Further reading 11 k
References 114
Contents
6 Products, branding and packaging 117
Objectives 117
Introduction 117
Defining products 118
Classifying products 118
Managing the product range 121
Developing better products 125
Diffusion of innovation 131
Branding 133
Strategic issues in branding 137
Extending the brand 140
Retailers own-brands 141
Packaging 143
Case study 6: Gadgets 144
Summary 145
Chapter questions 146
Further reading 146
References 146
7 Pricing strategies 151
Objectives 151
Introduction 151
Economic theories of pricing and value 152
Pricing and market orientation 154
Setting prices 163
Case study 7: Petrol prices 164
Summary 166
Chapter questions 166
Further reading 166
References 167
8 Distribution 169
Objectives 169
Introduction 169
Logistics v distribution 170
Wholesalers 174
Retailers 176
Selecting channels 180
Managing distribution channels 181
Efficient consumer response 184
Case study 8: Eddie Stobart 185
Summary 186
K
Contents
Chapter questions 187
Further reading 187
References 187
9 Marketing communications and promotional tools 189
Objectives 189
Introduction 189
Marketing communications theory 190
Developing communications 192
The promotional mix 193
Managing advertising 194
Sales promotion 201
Managing personal selling 204
Managing the salesforce 206
Managing PR 210
Integrating the promotional mix 221
Case study 9: Sponsoring Milton Keynes 223
Summary 224
Chapter questions 225
Further reading 225
References 225
10 Marketing planning, implementation and control 229
Objectives 229
Introduction 229
The marketing planning process 230
The marketing audit 231
Corporate objectives 233
Internationalisation strategy 235
Tactical planning 239
Organisational alternatives 241
Promotional strategies 242
Tactical approaches 244
Deciding the type of campaign 245
Putting it all together 246
Monitoring and evaluating marketing performance 247
Feedback systems 249
Case study 10: Microemissive Displays 250
Summary 251
Chapter questions 251
Further reading 252
References 252
Contents
11 Services marketing 255
Objectives 255
Introduction 255
Services v physical products 256
Services and consumer behaviour 257
Providing services 260
Loyalty in services 271
Case study 11: VidalSassoon 273
Summary 274
Chapter questions 21A
Further reading Ilk-
References 275
12 Sustainable marketing 279
Objectives 279
Introduction 279
Relationship v traditional marketing 280
People with whom business is done 286
Developing a relationship marketing approach 287
Internet marketing 290
Marketing ethics 297
Globalisation 297
Marketing strategy revisited 301
The twenty-first century marketplace 302
Case study 12: Call centres 304
Summary 305
Chapter questions 305
Further reading 306
References 306
Glossary 309
Index 327
List of tables
1.1 Marketing job titles and descriptions 11
1.2 Reasons not to adopt a marketing philosophy 15
2.1 SWOT analysis 23
2.2 Current environmental changes 24
2.3 Competitive structures 27
2.4 Example of legislation affecting marketing 32
2.5 World trade initiatives 37
2.6 Political factors in international marketing 40
3.1 Habitual v non-habitual purchase behaviour 54
3.2 Personal factors in the buying decision 56
3.3 Psychological factors in the buying decision 57
3.4 Reference group influences 59
3.5 Industrial buyers methods 64
4.1 Advantages of segmentation 75
4.2 Resourcing and degree of differentiation 83
4.3 Targeting decisions 84
4.4 Market coverage strategies 85
4.5 Time-series analysis 89
5.1 Qualitative methods 100
5.2 Survey techniques 103
5.3 Sampling methods 105
5.4 Analysis tools for qualitative data 108
5.5 Common statistical methods 111
6.1 Classification of consumer products 119
6.2 Categorisation of industrial products 120
6.3 New product clusters 128
6.4 Success rates of new products 129
6.5 Strategic functions of brands 139
7.1 Cost-plus pricing 155
7.2 Mark up v margin 157
7.3 Demand pricing 157
7.4 Costings for demand pricing 158
7.5 Profitability at different price bands 158
7.6 Eight stages of price setting 164
8.1 Choosing a transportation method 171
8.2 Functions of channel members 173
8.3 Categories of channel members 174
8.4 Sources of channel power 182
8.5 Channel management techniques 183
9.1 Advertising decision-making checklist 196
9.2 Advertising planning functions 198
9.3 Advertising effectiveness 201
9.4 Sales promotion techniques 202
9.5 Factors relating to length of training of sales staff 207
9.6 Trade-offs in salepeoples pay packages 208
9.7 Examples of company slogans 212
9.8 Criteria for successful press releases 213
9.9 Ways to encourage positive word-of-mouth 218
9.10 Characteristics of influential 218
9.11 Reasons for sponsorship 219
10.1 Comparison of strategic and tactical decisions 230
10.2 The marketing audit 232
10.3 Strategic alternatives 234
10.4 Advantages of growth 234
10.5 Rationale for international marketing 235
10.6 Internationalisation and the 7-P framework 236
10.7 International market entry strategies 237
10.8 Organisational alternatives 241
10.9 Advertising planning functions 244
10.10 Example of a promotional calendar 247
10.11 Methods of sales analysis 248
11.1 Factors distinguishing services from physical products 257
11.2 Five stages for service benchmarking 270
12.1 Transaction v relationship marketing 282
12.2 Characteristics of the Internet as a marketing tool 291
12.3 Stages in globalisation 300
12.4 Stages of integration of marketing communications 303
List of figures
1.1 Societal classification of new products 6
1.2 Evolution of marketing s role 8
2.1 Micro-and macro-environment forces 25
3.1 Consumer decision-making 48
4.1 Segmentation trade-offs 81
4.2 Perceptual mapping 87
5.1 The market research process 98
5.2 Tree taxonomy for eating out 108
5.3 Statistical methods chart: PERT, program evaluation and
review technique; CPM, critical path method 110
6.1 Product life cycle 121
6.2 Boston Consulting Group matrix 123
6.3 Expanded Boston Consulting Group matrix 125
6.4 Commodity products v branded products 134
6.5 Brands as a contact point 138
7.1 Supply and demand 152
7.2 Price elasticity of demand 153
8.1 Channels of distribution ¦ 172
9.1 Model of the communication process 190
9.2 Redundancy in communication 191
9.3 The promotional mix 193
9.4 Factual advertisement for a surfboard 199
9.5 Simpler advertisement for a surfboard 199
9.6 The hierarchy of communications effects 222
10.1 The marketing planning process 230
11.1 Service purchasing sequence compared with physical
product purchasing sequence 258
11.2 Employees and customers 261
11.3 Trade-offs in staff empowerment 264
11.4 Service quality model 269
12.1 Relationship marketing, quality and service 281
12.2 Dependence between suppliers and customers in
business-to-business markets 283
12.3 Pressures to adapt in developing relationships 285
m
|
| adam_txt |
Brief contents
List of tables xii
List of figures xiv
Preface xv
Guided tour xviii
Acknowledgements xx
1 What do marketers do? 1
2 The marketing environment 21
3 Consumer and buyer behaviour kl
k Segmentation, targeting and positioning 73
5 Market research 95
6 Products, branding and packaging 117
7 Pricing strategies 151
8 Distribution 169
9 Marketing communications and promotional tools 189
10 Marketing planning, implementation and control 229
11 Services marketing 255
12 Sustainable marketing 279
Glossary 309
Index 327
Contents
List of tables xii
List of figures xiv
Preface xv
Guided tour xviii
Acknowledgements xx
1 What do marketers do? 1
Objectives 1
Introduction 1
About marketing 2
The development of the marketing concept 3
Marketing and other business disciplines 7
Marketing on a day-to-day basis 9
Marketing jobs 10
Key concepts in marketing 12
Definitions of some marketing terms 12
Meeting marketing resistance 13
Quotations about marketing 14
Case study 1: Toshiba 16
Summary 18
Chapter questions 18
Further reading 18
References 18
2 The marketing environment 21
Objectives 21
Introduction 21
The marketing environment 22
The external environment 22
The international environment 35
World trade initiatives 36
The internal environment 4-1
Case study 2: Rio Tinto Zinc 42
Summary 43
Chapter questions 44
Further reading 44
References 45
VK
Contents
3 Consumer and buyer behaviour w
Objectives 47
Introduction 47
Consumer behaviour 48
Perception 55
Influences on the buying decision 56
Impulse buying 62
Industrial buyer behaviour 62
Case study 3: Buying a car 66
Summary 67
Chapter questions 68
Further reading 68
References 68
U Segmentation, targeting and positioning 73
Objectives 73
Introduction 73
Reasons for segmenting markets 74
Segmentation variables 76
Segmenting industrial markets 79
Segmentation effectiveness 80
Global segmentation 81
Targeting 82
Positioning 85
Sales forecasting 88
Case study A: The holiday business 90
Summary 91
Chapter questions 92
Further reading 92
References 92
5 Market research 95
Objectives 95
Introduction 95
The need for market research 96
The research process 98
Approaching respondents 99
Analysing the results 106
Case study 5: Mintel 112
Summary 113
Chapter questions 11A
Further reading 11 k
References 114
Contents
6 Products, branding and packaging 117
Objectives 117
Introduction 117
Defining products 118
Classifying products 118
Managing the product range 121
Developing better products 125
Diffusion of innovation 131
Branding 133
Strategic issues in branding 137
Extending the brand 140
Retailers' own-brands 141
Packaging 143
Case study 6: Gadgets 144
Summary 145
Chapter questions 146
Further reading 146
References 146
7 Pricing strategies 151
Objectives 151
Introduction 151
Economic theories of pricing and value 152
Pricing and market orientation 154
Setting prices 163
Case study 7: Petrol prices 164
Summary 166
Chapter questions 166
Further reading 166
References 167
8 Distribution 169
Objectives 169
Introduction 169
Logistics v distribution 170
Wholesalers 174
Retailers 176
Selecting channels 180
Managing distribution channels 181
Efficient consumer response 184
Case study 8: Eddie Stobart 185
Summary 186
K
Contents
Chapter questions 187
Further reading 187
References 187
9 Marketing communications and promotional tools 189
Objectives 189
Introduction 189
Marketing communications theory 190
Developing communications 192
The promotional mix 193
Managing advertising 194
Sales promotion 201
Managing personal selling 204
Managing the salesforce 206
Managing PR 210
Integrating the promotional mix 221
Case study 9: Sponsoring Milton Keynes 223
Summary 224
Chapter questions 225
Further reading 225
References 225
10 Marketing planning, implementation and control 229
Objectives 229
Introduction 229
The marketing planning process 230
The marketing audit 231
Corporate objectives 233
Internationalisation strategy 235
Tactical planning 239
Organisational alternatives 241
Promotional strategies 242
Tactical approaches 244
Deciding the type of campaign 245
Putting it all together 246
Monitoring and evaluating marketing performance 247
Feedback systems 249
Case study 10: Microemissive Displays 250
Summary 251
Chapter questions 251
Further reading 252
References 252
Contents
11 Services marketing 255
Objectives 255
Introduction 255
Services v physical products 256
Services and consumer behaviour 257
Providing services 260
Loyalty in services 271
Case study 11: VidalSassoon 273
Summary 274
Chapter questions 21A
Further reading Ilk-
References 275
12 Sustainable marketing 279
Objectives 279
Introduction 279
Relationship v traditional marketing 280
People with whom business is done 286
Developing a relationship marketing approach 287
Internet marketing 290
Marketing ethics 297
Globalisation 297
Marketing strategy revisited 301
The twenty-first century marketplace 302
Case study 12: Call centres 304
Summary 305
Chapter questions 305
Further reading 306
References 306
Glossary 309
Index 327
List of tables
1.1 Marketing job titles and descriptions 11
1.2 Reasons not to adopt a marketing philosophy 15
2.1 SWOT analysis 23
2.2 Current environmental changes 24
2.3 Competitive structures 27
2.4 Example of legislation affecting marketing 32
2.5 World trade initiatives 37
2.6 Political factors in international marketing 40
3.1 Habitual v non-habitual purchase behaviour 54
3.2 Personal factors in the buying decision 56
3.3 Psychological factors in the buying decision 57
3.4 Reference group influences 59
3.5 Industrial buyers' methods 64
4.1 Advantages of segmentation 75
4.2 Resourcing and degree of differentiation 83
4.3 Targeting decisions 84
4.4 Market coverage strategies 85
4.5 Time-series analysis 89
5.1 Qualitative methods 100
5.2 Survey techniques 103
5.3 Sampling methods 105
5.4 Analysis tools for qualitative data 108
5.5 Common statistical methods 111
6.1 Classification of consumer products 119
6.2 Categorisation of industrial products 120
6.3 New product clusters 128
6.4 Success rates of new products 129
6.5 Strategic functions of brands 139
7.1 Cost-plus pricing 155
7.2 Mark up v margin 157
7.3 Demand pricing 157
7.4 Costings for demand pricing 158
7.5 Profitability at different price bands 158
7.6 Eight stages of price setting 164
8.1 Choosing a transportation method 171
8.2 Functions of channel members 173
8.3 Categories of channel members 174
8.4 Sources of channel power 182
8.5 Channel management techniques 183
9.1 Advertising decision-making checklist 196
9.2 Advertising planning functions 198
9.3 Advertising effectiveness 201
9.4 Sales promotion techniques 202
9.5 Factors relating to length of training of sales staff 207
9.6 Trade-offs in salepeoples pay packages 208
9.7 Examples of company slogans 212
9.8 Criteria for successful press releases 213
9.9 Ways to encourage positive word-of-mouth 218
9.10 Characteristics of influential 218
9.11 Reasons for sponsorship 219
10.1 Comparison of strategic and tactical decisions 230
10.2 The marketing audit 232
10.3 Strategic alternatives 234
10.4 Advantages of growth 234
10.5 Rationale for international marketing 235
10.6 Internationalisation and the 7-P framework 236
10.7 International market entry strategies 237
10.8 Organisational alternatives 241
10.9 Advertising planning functions 244
10.10 Example of a promotional calendar 247
10.11 Methods of sales analysis 248
11.1 Factors distinguishing services from physical products 257
11.2 Five stages for service benchmarking 270
12.1 Transaction v relationship marketing 282
12.2 Characteristics of the Internet as a marketing tool 291
12.3 Stages in globalisation 300
12.4 Stages of integration of marketing communications 303
List of figures
1.1 Societal classification of new products 6
1.2 Evolution of marketing's role 8
2.1 Micro-and macro-environment forces 25
3.1 Consumer decision-making 48
4.1 Segmentation trade-offs 81
4.2 Perceptual mapping 87
5.1 The market research process 98
5.2 Tree taxonomy for eating out 108
5.3 Statistical methods chart: PERT, program evaluation and
review technique; CPM, critical path method 110
6.1 Product life cycle 121
6.2 Boston Consulting Group matrix 123
6.3 Expanded Boston Consulting Group matrix 125
6.4 Commodity products v branded products 134
6.5 Brands as a contact point 138
7.1 Supply and demand 152
7.2 Price elasticity of demand 153
8.1 Channels of distribution ¦ 172
9.1 Model of the communication process 190
9.2 Redundancy in communication 191
9.3 The promotional mix 193
9.4 Factual advertisement for a surfboard 199
9.5 Simpler advertisement for a surfboard 199
9.6 The hierarchy of communications effects 222
10.1 The marketing planning process 230
11.1 Service purchasing sequence compared with physical
product purchasing sequence 258
11.2 Employees and customers 261
11.3 Trade-offs in staff empowerment 264
11.4 Service quality model 269
12.1 Relationship marketing, quality and service 281
12.2 Dependence between suppliers and customers in
business-to-business markets 283
12.3 Pressures to adapt in developing relationships 285
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| spelling | Blythe, Jim Verfasser aut Essentials of marketing Jim Blythe 4. ed. Harlow ; Munich [u.a.] FT Prentice Hall 2008 XX, 335 S. Ill., graph. Darst., Kt. txt rdacontent n rdamedia nc rdacarrier Marketing Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s DE-604 http://www.gbv.de/dms/zbw/569487323.pdf lizenzfrei Inhaltsverzeichnis HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016979543&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Blythe, Jim Essentials of marketing Marketing Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 |
| title | Essentials of marketing |
| title_auth | Essentials of marketing |
| title_exact_search | Essentials of marketing |
| title_exact_search_txtP | Essentials of marketing |
| title_full | Essentials of marketing Jim Blythe |
| title_fullStr | Essentials of marketing Jim Blythe |
| title_full_unstemmed | Essentials of marketing Jim Blythe |
| title_short | Essentials of marketing |
| title_sort | essentials of marketing |
| topic | Marketing Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing |
| url | http://www.gbv.de/dms/zbw/569487323.pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016979543&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT blythejim essentialsofmarketing |
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