Principles and practice of marketing:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Andover
South-Western Cengage Learning
2009
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| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXI, 744 S. Ill., graph. Darst. |
| ISBN: | 9781408011478 |
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Datensatz im Suchindex
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| adam_text | Titel: Principles and practice of marketing
Autor: Blythe, Jim
Jahr: 2009
Contents
List of case studies xiii Chapter review questions 56
Preface xv Preview case revisited Leopard Rock 57
Acknowledgements xvii Case study Nordbrand 57
Walk through tour xviii
About the website xxi
Part one
3 Marketing domains 59
Learning objectives 60
Introduction 60
Concepts and Contexts 2 Preview case The Retired Greyhound Trust 61
Non-Profit Marketing 61
1 Managing the exchange process 4 Marketing in Practice Canadian Identity 64
Internal Marketing 66
Learning objectives 5 Marketing in Practice Southwest Airlines 67
Introduction 5 Internal Communications Media 74
Preview case Mitchells and Butlers 6 E-Wiarketing in Practice Labyrinth Solutions Ltd 76
Definitions of Marketing 6 Social Responsibility and Ethics 77
The Marketing Concept 8 Use of Environmentally Friendly Components and
Marketing in Practice Fairtrade 9 Ingredients 84
Customer Needs 13 Marketing in Practice Recycling 86
What Marketers Do 15 Services Marketing 87
Marketing in Practice Drink Up! 17 Branding 88
Antecedents of Marketing 18 Marketing in Practice The Pepsi Challenge 90
The Scope of Marketing 23 Brands and Semiotics 92
Marketing so Practice Spar Wholesalers 24 Summary 94
Summary 26 Chapter review questions 94
Chapter review questions 26 Preview case revisited Retired Greyhound
Preview case revisited Mitchells and Butlers 27 Trust 95
Case study The Lynx Effect 28 Case study Morris Minor Owners Club 96
2 The marketing environment 30
Learning objectives 31 Part two
urease Leopard Rock 32 Markets and People 100
Classifying Environmental Factors 32
Macro- versus Micro-environment 33 4 Consumer behaviour 102
Marketing in Practice The European Union 36
Marketing in Practice The Atkins Diet 41 Learning objectives 103
Marketing in Practice Intervention by Introduction 103
Regulators 47 Preview case Cheap Shops 104
The Micro-environment 48 The Decision-making Process 104
Marketing in Practice Airbus Industrie 53 Pre-purchase Activities 107
Internal Environment 54 E-Marketing in Practice Tesco 110
Summary 56 Consumption of the Product 114
Marketing in Practice Granite Rock 119 Summary 205
Marketing in Practice Trade-In 120 Preview case revisited Leger Holidays 205
Disposal 120 Case study Heinz Salad Cream 206
Influences on the Buying Decision 121
Drive, Motivation and Hedonism 121
Involvement 123 7 Marketing information and research 209
E-Marketing in Practice Manchester United 124 Learning objectives 210
Learning and Perception 125 Introduction 210
Marketing in Practice KLM Flying Dutchman 130 Preview case LabOUR 211
Peer and Reference Groups and the Family 135 Types of Marketing Research 211
Marketing in Practice Tribalism 137 AppHed Marketing Research 213
The Family 140 Marketing Information Systems 214
Self-Concept 143 Data Types 215
Summary 144 Planning for Research 216
Chapter review questions 144 Obtaining Information: Secondary Sources 218
Preview case revisited Cheap Shops 145 Obtaining Information: Primary Sources 218
Case study Comparison Websites 145 Marketing in Practice Mintel 219
Marketing in Practice Sports Council for
Organisational buying behaviour 150 Wales 222
Observation and Experiment 228
Learning objectives 151 Marketing in Practice Loyalty Cards 229
Introduction 151 Marketing in Practice Fisher-Price 230
The Decision-Making Unit 151 Analysing and Interpreting Quantitative
Preview case Westinghouse Brakes 152 D 234
Marketing in Practice Bribery 156 Qualitative Research 236
Classifying Business Customers 158 Marketing in Practice Biasing Respondents 238
Marketmg.nPract.ce Ocean Rainwear 160 Ethics in Marketing Research 241
E-Marketing in Practice Bowers Wilkins 242
Chapter review questions 242
Marke.ng in Practice The European Umon 163 Preview case revisited LabOUR 243
5?T TeC^iqueS 16,4 _ Case Study Counter Intelligence Retail 243
The Buy grid Framework 166
Value Analysis 167
Evaluating Supplier Capability 168 8 communications theories 246
Evaluating Supplier Performance 169
Summary 170 Learning objectives 247
Chapter review questions 171 Introduction 247
Preview case revisited Westinghouse Brakes 171 Preview case Citroen C4 248
Case study Way Industry 172 Attitude Formation and Change 248
Communication 254
The Hierarchy of Communication Effects 257
Segmentate, target.ng and pos.t.omng 174 E-Marketing in Practice Search Engines 258
Learning objectives 175 Signs and Meaning 259
Introduction 175 Miscommunication 262
Preview case Leger Holidays 176 Disruption 264
Segmentation 176 Elements of the Communications Mix 268
Segmenting the Market 178 Structuring the Communication Mix 270
Marketing in Practice Dutch Cheese 182 Mechanisms of Personal Influence 271
Marketing in Practice Pink Pound Travel 188 E-Marketing in Practice Viral Marketing 272
Marketing in Practice Frizzell Insurance 192 Formulating a Strategy 272
Segmenting Business Markets 192 Push vs Pull Strategies 272
Targeting 199 Planning the Campaign 275
Positioning 201 Tactical Considerations 275
Re-Positioning 204 Putting it All Together 276
Integration of Marketing Communications 278 E-Marketing in Practice BMI Baby 344
International Marketing Communications 280 Competitive Moves 344
Researching the Effectiveness of Collaborating with Competitors 349
Communications 282 Growth Strategies 350
Marketing in Practice HSBC 283 Value-based Marketing 352
Summary 286 Does Strategy Matter? 353
Chapter review questions 286 Summary 357
Preview case revisited Citroen C4 287 Chapter review questions 357
Case study Smart Cart 288 Preview case revisited Chardonnay 358
Case study Standard Chartered Group 359
9 International marketing 291
11 Building customer relationships 362
Learning objectives 292
Introduction 292 Learning objectives 363
Globalisation of Trade 292 Introduction 363
Preview case EuroRSCG 293 The Value Chain 363
International Business Perspectives 295 Preview case New Zealand Telecom 364
Assessing Market Attractiveness 296 Building Relationships 367
Marketing in Practice Tjaereborg 297 E-Marketing in Practice Eurotunnel 368
Global Strategy 302 Quality, Value and Service 371
Culture 305 E-Marketing in Practice VSDA 373
E-Marketing in Practice Watch Your Managing the Relationship in Consumer
Language! 306 Markets 375
E-Marketing in Practice Global E-tailing 310 Marketing in Practice Brand Relationships 377
Market Entry Tactics 311 Customer Retention Strategies 378
Payment for Goods 317 Marketing in Practice IKEA 381
Marketing in Practice McDonnell Customer Winback 382
Douglas 318 Summary 384
Summary 319 Chapter review questions 385
Chapter review questions 319 Preview case revisited New Zealand Telecom 385
Preview case revisited Euro RSCG Revisited 320 Case study Metflex 386
Case Study International Herald Tribune 320
Part four
Part three Marketing in Practice 390
Strategy 324
12 Product portfolio 393
10 Creating competitive advantage 326 Leaming objectives ^
Learning objectives 327 Introduction 394
Introduction 327 The Product Life Cycle 394
Preview case Chardonnay 328 Preview case Sony 395
Defining Strategy 328 Managing Product Portfolios 398
The Nature of Strategy 329 The Boston Consulting Group Matrix 399
Marketing Strategy and Corporate Strategy 331 The General Electric Market Attractiveness-Competitive
Strategic Planning 333 Position Model 402
The Written Document 335 Positives and Problems with Grid Analysis 404
Setting Objectives 336 Service Products 404
Complexity and Objective Setting 337 Marketing in Practice Sixt Car Rentals 407
Market Strategies 338 Marketing in Practice Paying for Services 408
Marketing in Practice Dover Loyalty Card 340 Industrial Product Strategy 409
Competitive Positions 342 Packaging 411
Summary 413 Chapter review questions 474
Chapter review questions 413 Preview case revisited Aldi 474
Preview case revisited Sony 414 Case study Auctionair 475
Case Study Ovaltine 414
15 Advertising 477
13 New product development 417 Learning objectives 478
Learning objectives 418 Introduction 478
Introduction 418 How Advertising Works 478
Preview case The Flying Car 419 Preview case L Oreal 479
Types of New Product 419 Developing an Advertising Strategy 480
Marketing in Practice James Dyson 423 Marketing in Practice David Ogilvy 483
The New Product Development (NPD) Process 423 Types of Media 484
Sources of Ideas 425 E-Marketing in Practice The London
Organising for New Product Development 426 Underground 501
E-Marketing in Practice Gadget Shop 427 Transport Advertising 501
Diffusion of Innovation 431 Marketing in Practice Baconinflate 503
E-Marketing in Practice The Spidercatcher 434 Internet Advertising 505
Influences on the Diffusion Process 437 E-Marketing in Practice thisismoney.com 506
Summary 439 Consumer Responses to Advertising 507
Chapter review questions 440 Summary 508
Preview case revisited The Flying Car 440 Chapter review questions 508
Case study Yahoo! 442 Preview case revisited L Oreal 509
14 Pricing 445
Case study Vegemite 509
16 Public relations and sponsorship 513
Learning objectives 446
Introduction 446 Learning objectives 514
Price and the Bottom Line 446 Introduction 514
Preview case Aldi 447 PR and External Communication 514
The Pricing Process 449 Preview case Friends of the Earth 515
Pricing Objectives 450 Tools of Public Relations 517
Pricing Strategy 450 Creating and Managing a Reputation 520
E-Marketing in Practice Crossing the Channel 451 Marketing in Practice Best-Laid Plans 523
Marketing in Practice Tesco and Levi s 453 Image 523
Determining Demand - Customer Corporate Image and Added Value 524
Perceptions of Price 454 Risk Management 526
Price Sensitivity 455 Marketing in Practice Bhopal 527
Costs 456 The Role of PR in the Organisation 528
Competition 457 Internal Communications Media 529
Pricing Methods 457 Sponsorship 531
E-Marketing in Practice Last-minute Marketing in Practice Lincoln Mercury 533
Holidays 460 Using Outside Agencies to Build Corporate
Customer-Based Pricing Methods 461 Image 535
Pricing in International Markets 467 Developing a Brief 537
Pricing Policies in Business-to-Business Measuring Outcomes 538
Markets 469 Word-of-Mouth 539
Legality of Pricing Policies 470 Product Placement 539
Transfer Pricing 470 Summary 540
Competitive Bidding 471 Chapter review questions 541
Credit 473 Preview case revisited Friends of the Earth 541
Summary 473 Case study Brecon Jazz Festival 542
17 Selling and key account management 545 19 Direct and online marketing 607
Learning objectives 546 Learning objectives 608
Introduction 546 Introduction 608
Preview case Jewson 547 Preview case Arabella Miller 609
The Role of Personal Selling 548 The Basis of Direct Marketing 609
E-Marketing in Practice Handbag.com 549 Marketing in Practice Garden Organic 611
A Marketer s View 550 Database Marketing 611
The Salesperson s Eye View 551 Managing Direct Marketing 616
Types of Salesperson 554 Marketing in Practice Heist 618
E-Marketing in Practice Mitsubishi-Tokyo Tools of Direct Marketing 619
Pharmaceuticals 556 Internet Marketing 629
The Selling Cycle 557 E-Marketing in Practice Boo.com 634
The Sales Presentation 558 Internationalisation and the Internet 635
Key Account Selling 564 Buyer Behaviour and the Internet 636
The KAM/PPF Model 567 Barriers to Use of the Internet 638
Negotiation 569 Summary 640
Managing the Salesforce 572 Chapter review questions 641
Summary 575 Preview case revisited Arabella Miller 641
Chapter review questions 575 Case study Betterware 642
Preview case revisited Jewson 576
Case study Snap-On Tools 576
20 Managing channels 645
18 Exhibitions and sales promotion 579
Learning objectives 646
Introduction 646
Functions of Intermediaries 646
Learning objectives 580 Preview case First Scotrail and Unipart 647
Introduction 580 Intermediaries in Industrial Channels 649
Exhibitions and Trade Fairs as Communication 580 Marketing in Practice Tyron 650
Preview case Sixth China International Auto Supplies Channel Strategy 651
Sourcing Fair 581 E-Marketing in Practice Dell Computers 653
Research Into Exhibitions 582 Distribution Intensity 653
Visitor Expectations 584 Selecting a Distributor 656
Exhibitions and Key Account Managing Distribution Channels 659
Management 586 Logistics and the Supply Chain 662
Marketing in Practice Expolnter 587 Managing the Supply Chain 666
Why Exhibitions Fail 589 Establishing and Maintaining Relationships 667
Planning for Exhibitions 590 Channel System Orientation 668
Managing the Exhibition Stand 591 Inventory Management 669
Alternatives to Exhibitions 593 International Trade 671
Private exhibitions 594 E-Marketing in Practice Little Old Wine-Drinker
Sales Promotion 595 Me 672
Marketing in Practice Goldwell 596 Transportation Methods 673
Categories of Sales Promotion 597 Summary 675
Sales Promotion Techniques 598 Chapter review questions 675
Marketing in Practice Hoover 600 Preview case revisited First Scotrail and Unipart 676
Integrating Sales Promotions with other Case study Sri Lankan Tea 676
Communications Tools 601
Summary 602 21
Chapter review questions 603
Preview case revisited China International Learning objectives 680
Auto Supplies Sourcing Introduction 680
Fair 603 Categorising Intermediaries 680
Case Study HSBC in the UAE 604 Preview case Gift House International 681
Intermediaries 679
Marketing in Practice Holiday Inns 686 Preview case Thomas Cook 707
Retailers 689 Marketing in Practice Credit Card Tarts 710
Shopping Behaviour 690 People 711
Non-Store Retailing 692 Marketing in Practice IKEA s Co-Workers 713
Marketing in Practice Party Time! 693 Process 715
Service Levels 695 Physical Evidence 719
Merchandise Levels 696 Marketing in Practice Vidal Sassoon 720
Marketing in Practice Tie Rack 697 Summary 723
Strategic Decisions in Retailing 697 Chapter review questions 723
Competitive Positioning for Retailers 699 Preview case revisited Thomas Cook 724
Layout and Display Strategies 700 Case study Capita 724
Summary 702
Chapter review questions 702
Preview case revisited Gift House International 703 Glossary 727
Case Study Argos 703 Index 735
22 People, process and physical evidence 705
Learning objectives 706
Introduction 706
Services Marketing 706
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| spelling | Blythe, Jim Verfasser aut Principles and practice of marketing Jim Blythe 2. ed. Andover South-Western Cengage Learning 2009 XXI, 744 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Industrial marketing Management Marketing Case studies Marketing Management Marketing (DE-588)4037589-4 gnd rswk-swf (DE-588)4522595-3 Fallstudiensammlung gnd-content 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=017549247&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | Principles and practice of marketing |
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