Essentials of marketing:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Harlow ; Munich [u.a.]
Pearson
2012
|
| Ausgabe: | 5. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XX, 340 S. Ill., graph. Darst. |
| ISBN: | 9780273757689 |
Internformat
MARC
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| 245 | 1 | 0 | |a Essentials of marketing |c Jim Blythe |
| 250 | |a 5. ed. | ||
| 264 | 1 | |a Harlow ; Munich [u.a.] |b Pearson |c 2012 | |
| 300 | |a XX, 340 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
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| 338 | |b nc |2 rdacarrier | ||
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Datensatz im Suchindex
| _version_ | 1804149286589431808 |
|---|---|
| adam_text | IMAGE 1
CONTENTS
LIST OF TABLES XIII
LIST OF FIGURES XV
PREFACE XVII
GUIDED TOUR XVIII
ACKNOWLEDGEMENTS XX
1 WHAT DO MARKETERS DO? 2
OBJECTIVES 2
INTRODUCTION 2
VIDEO CASE: ELECTROLUX 3
ABOUT MARKETING 4
THE DEVELOPMENT OF THE MARKETING CONCEPT 5
MARKETING AND OTHER BUSINESS DISCIPLINES 9
MARKETING ON A DAY-TO-DAY BASIS 11
MARKETING JOBS 13
KEY CONCEPTS IN MARKETING 14
DEFINITIONS OF SOME MARKETING TERMS 15
MEETING MARKETING RESISTANCE 16
QUOTATIONS ABOUT MARKETING 18
CASE STUDY 1: WAITROSE 19
SUMMARY 20
CHAPTER QUESTIONS 20
FURTHER READING 20
REFERENCES 21
2 THE MARKETING ENVIRONMENT 22
OBJECTIVES 22
INTRODUCTION 22
VIDEO CASE: ST PAUL S CATHEDRAL 23
THE MARKETING ENVIRONMENT 24
THE EXTERNAL ENVIRONMENT 24
THE INTERNATIONAL ENVIRONMENT 37
WORLD TRADE INITIATIVES 38
THE INTERNAL ENVIRONMENT 42
CASE STUDY 2: HOME INSULATION 43
VII
IMAGE 2
CONTENTS
SUMMARY 45
CHAPTER QUESTIONS 46
FURTHER READING 46
REFERENCES 46
3 CONSUMER AND BUYER BEHAVIOUR 48
OBJECTIVES 48
INTRODUCTION 48
WCFEO CASE: ROYAL ENFIELD 49
CONSUMER BEHAVIOUR 50
PERCEPTION 57
INFLUENCES ON THE BUYING DECISION 58
IMPULSE BUYING 64
INDUSTRIAL BUYER BEHAVIOUR 65
CASE STUDY 3: CHOOSING A HOLIDAY 69
SUMMARY 70
CHAPTER QUESTIONS 70
FURTHER READING 70
REFERENCES 71
4 SEGMENTATION, TARGETING AND POSITIONING 74
OBJECTIVES 74
INTRODUCTION 74
WDEO CASE: BIRMINGHAM 75
REASONS FOR SEGMENTING MARKETS 76
SEGMENTATION VARIABLES 78
SEGMENTING INDUSTRIAL MARKETS 81
SEGMENTATION EFFECTIVENESS 82
GLOBAL SEGMENTATION 83
TARGETING 84
POSITIONING 88
SALES FORECASTING 90
CASE STUDY 4: SELLING FORD 92
SUMMARY 93
CHAPTER QUESTIONS 94
FURTHER READING 94
REFERENCES 94
5 MARKET RESEARCH 96
OBJECTIVES 96
INTRODUCTION 96
VIDEO CASE-. HSBC PRIVATE BANKING 97
VLIL
IMAGE 3
CONTENTS
THE NEED FOR MARKET RESEARCH 98
THE RESEARCH PROCESS 100
APPROACHING RESPONDENTS 101
ANALYSING THE RESULTS 108
CASE STUDY 5: VISION ONE RESEARCH AGENCY 114
SUMMARY 115
CHAPTER QUESTIONS 115
FURTHER READING 115
REFERENCES 116
6 PRODUCTS, BRANDING AND PACKAGING US
OBJECTIVES 118
INTRODUCTION 118
VIDEO CASE: ACME WHISTLES 119
DEFINING PRODUCTS 120
CLASSIFYING PRODUCTS 120
MANAGING THE PRODUCT RANGE 123
DEVELOPING BETTER PRODUCTS 127
DIFFUSION OF INNOVATION 132
BRANDING 135
STRATEGIC ISSUES IN BRANDING 139
EXTENDING THE BRAND 143
RETAILERS OWN-BRANDS 144
PACKAGING 145
CASE STUDY 6: G24 INNOVATIONS 146
SUMMARY 148
CHAPTER QUESTIONS 148
FURTHER READING 148
REFERENCES 149
7 PRICING STRATEGIES 152
OBJECTIVES 152
INTRODUCTION 152
VIDEO CASE: TATA 153
ECONOMIC THEORIES OF PRICING AND VALUE 154
PRICING AND MARKET ORIENTATION 156
SETTING PRICES 165
CASE STUDY 7: GREY MARKETS 166
SUMMARY 167
CHAPTER QUESTIONS 168
FURTHER READING 168
REFERENCES 168
IX
IMAGE 4
CONTENTS
8 DISTRIBUTION NO
OBJECTIVES 170
INTRODUCTION 170
VIDEO CASE: FRIDAY S 171
LOGISTICS V DISTRIBUTION 172
WHOLESALERS 176
RETAILERS 178
SELECTING CHANNELS 182
MANAGING DISTRIBUTION CHANNELS 183
EFFICIENT CONSUMER RESPONSE 187
CASE STUDY 8: DAVIES TURNER 187
SUMMARY 188
CHAPTER QUESTIONS 189
FURTHER READING 189
REFERENCES 189
9 MARKETING COMMUNICATIONS AND
PROMOTIONAL TOOLS 190
OBJECTIVES 190
INTRODUCTION 190
VIDEO CASE: VOLUNTARY SERVICE OVERSEAS 191
MARKETING COMMUNICATIONS THEORY 192
DEVELOPING COMMUNICATIONS 194
THE PROMOTIONAL MIX 195
MANAGING ADVERTISING 196
SALES PROMOTION 203
MANAGING PERSONAL SELLING 206
MANAGING THE SALESFORCE 207
MANAGING PR 211
INTEGRATING THE PROMOTIONAL MIX 223
CASE STUDY 9: BRITISH GAS 225
SUMMARY 227
CHAPTER QUESTIONS 227
FURTHER READING 228
REFERENCES 228
10 MARKETING PLANNING, IMPLEMENTATION AND CONTROL 232
OBJECTIVES 232
INTRODUCTION 232
VIDEO CASE: INDIAN TOURISM 233
THE MARKETING PLANNING PROCESS 234
IMAGE 5
CONTENTS
THE MARKETING AUDIT 235
CORPORATE OBJECTIVES 237
INTERNATIONALISATION STRATEGY 239
TACTICAL PLANNING 243
ORGANISATIONAL ALTERNATIVES 245
PROMOTIONAL STRATEGIES 246
TACTICAL APPROACHES 248
DECIDING THE TYPE OF CAMPAIGN 249
PUTTING IT ALL TOGETHER 250
MONITORING AND EVALUATING MARKETING PERFORMANCE 251
FEEDBACK SYSTEMS 253
CASE STUDY 10: AUDI A3 TDI GREEN DIESEL 254
SUMMARY 255
CHAPTER QUESTIONS 256
FURTHER READING 256
REFERENCES 256
11 SERVICES MARKETING 258
OBJECTIVES 258
INTRODUCTION * 258
VIDEO CASE: IKEA 259
SERVICES V PHYSICAL PRODUCTS 260
SERVICES AND CONSUMER BEHAVIOUR 261
PROVIDING SERVICES 264
LOYALTY IN SERVICES 275
CASE STUDY 11: OCADO 277
SUMMARY 278
CHAPTER QUESTIONS 278
FURTHER READING 279
REFERENCES 279
12 SUSTAINABLE MARKETING 282
OBJECTIVES 282
INTRODUCTION 282
VIDEO CASE: LAND ROVER 283
RELATIONSHIP V TRADITIONAL MARKETING 284
PEOPLE WITH WHOM BUSINESS IS DONE 290
DEVELOPING A RELATIONSHIP MARKETING APPROACH 291
INTERNET MARKETING 294
MARKETING ETHICS 301
GLOBALISATION 302
XI
IMAGE 6
CONTENTS
MARKETING STRATEGY REVISITED 304
THE TWENTY-FIRST CENTURY MARKETPLACE 305
CASE STUDY 12: MOTHERCARE 307
SUMMARY 308
CHAPTER QUESTIONS 309
FURTHER READING 309
REFERENCES 309
GLOSSARY 313
INDEX 330
XII
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