Marketing

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ISBN: 9780750620550 | 0750620552
Cover: Paperback
Copyright: 8/1/1995

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This essential introduction to marketing is especially designed for undergraduates studying marketing for the first time. It provides a comprehensive overview of marketing issues, including strong coverage of contemporary areas such as Internet marketing and customer relationship management. As such, it makes ideal background reading both for practitioners and those studying more specialist marketing courses. This accessible and lucidly written text has a strong student focus, with pedagogical features that encourage students to engage fully with the subject matter. Each chapter contains an array of vignettes that illustrate real-world examples, activities, self-check questions, a chapter summary and suggestions for further reading. Book jacket.

List of Figures and Tables	p. x
Development of the Marketing Concept	p. 1
A historical perspective	p. 1
The modern era	p. 2
Different types of business orientation	p. 4
Modern marketing developments	p. 7
Summary	p. 12
Further reading	p. 12
References	p. 13
Marketing and the Organisation's Micro- and Macroenvironments	p. 14
The microenvironment	p. 14
The proximate macroenvironment	p. 21
The wider macroenvironment	p. 23
Other macroenvironmental factors	p. 28
Summary	p. 29
Further reading	p. 30
References	p. 31
Customers and Marketing	p. 32
Segmentation defined	p. 32
Targeted marketing efforts	p. 33
Effective segmentation	p. 35
Segmentation bases in consumer product markets	p. 36
Segmentation bases in organisational/industrial markets	p. 43
Effective segmentation	p. 46
Product positioning	p. 46
Summary	p. 49
Further reading	p. 49
References	p. 49
Buyer Behaviour	p. 50
Importance of understanding customer motives	p. 50
Social and cultural influences	p. 51
Specific social influences	p. 52
Models of consumer behaviour	p. 63
Organisational buying behaviour	p. 71
Summary	p. 82
Further reading	p. 82
References	p. 83
Marketing Information Systems and Forecasting	p. 84
Introduction	p. 84
Marketing information systems	p. 85
Components of the MkIS	p. 87
Designing, implementing and controlling the MkIS	p. 97
Cost/benefit aspects of MkIS	p. 98
Forecasting	p. 101
Subjective methods	p. 105
Objective methods	p. 108
Summary	p. 114
Further reading	p. 115
References	p. 116
Marketing Research	p. 117
Introduction	p. 117
Marketing research and marketing information systems	p. 119
Types of marketing research	p. 120
Stages in the research process	p. 124
Tools of marketing research	p. 125
Main research areas	p. 131
Summary	p. 135
Further reading	p. 135
References	p. 136
Products and Services	p. 137
Introduction	p. 137
Defining the product	p. 137
Categories of products	p. 138
Product management	p. 140
New products	p. 142
Product mix and product line	p. 147
Product life cycle	p. 148
Product diffusion and adoption	p. 154
Portfolio models	p. 157
Packaging	p. 166
Summary	p. 167
Further reading	p. 168
References	p. 168
Price	p. 169
The importance of pricing	p. 169
Pricing perspectives	p. 170
Pricing decisions	p. 171
Concepts of pricing	p. 173
Tactical pricing issues	p. 187
Summary	p. 189
Further reading	p. 189
Channels of Distribution	p. 190
Introduction	p. 190
Components of distribution	p. 190
Indirect versus direct systems	p. 192
The nature of distribution	p. 195
Strategic elements of channel choice	p. 197
Changing channel systems	p. 198
Types and classification of channel	p. 200
Channel conflict and cooperation	p. 201
Changes in the structure of retailing	p. 205
World Wide Web and the Internet	p. 213
Summary	p. 216
Further reading	p. 217
References	p. 217
Logistics Management	p. 218
Introduction	p. 218
Scope of logistics management	p. 218
History and development of logistics management	p. 222
Definitions	p. 224
The distribution process	p. 225
A systems approach to PDM	p. 229
Monitoring and control of PDM	p. 231
Summary	p. 237
Further reading	p. 238
References	p. 238
Managing Selling	p. 239
Importance of personal selling in the organisation	p. 239
Benefits of personal selling	p. 241
The broader task of selling	p. 242
Different types of selling task	p. 244
Selling skills and qualities	p. 246
The sales routine	p. 249
Sales management	p. 258
Summary	p. 268
Further reading	p. 268
References	p. 269
Above- and Below-the-line Promotion	p. 270
Introduction	p. 270
Real and implied product attributes	p. 271
The marketing communications mix	p. 272
The marketing communications process	p. 276
Above-the-line promotion	p. 281
Below-the-line promotion	p. 288
Direct marketing	p. 292
Summary	p. 300
Further reading	p. 300
References	p. 301
Public Relations	p. 302
Introduction	p. 302
Recent developments	p. 304
Role and nature of PR	p. 306
The need for PR	p. 312
Publics of PR	p. 312
Media used in public relations	p. 320
Internal and relationship marketing	p. 323
Summary	p. 325
Further reading	p. 326
Reference	p. 326
International Marketing	p. 327
Definitions	p. 327
Significance of international marketing	p. 327
A macro overview of international trade	p. 330
The four Ps of the international marketing mix	p. 333
Sales channels	p. 340
Cultural and environment factors	p. 343
Summary	p. 345
Further reading	p. 345
References	p. 346
Marketing Planning	p. 347
Marketing planning in the context of corporate planning	p. 347
An overview of marketing planning	p. 350
Summary	p. 359
Further reading	p. 359
Reference	p. 359
Marketing and the Use of Internet Technology	p. 360
Introduction	p. 360
Development of e-marketing	p. 362
Database marketing	p. 371
The Internet	p. 377
World Wide Web	p. 377
The World Wide Web: a new model for electronic marketing	p. 379
E-commerce: opportunities	p. 381
Principles of successful Internet marketing	p. 383
Basic principles in website construction	p. 385
Improving Web sales	p. 386
Steps to a successful sale	p. 389
Summary	p. 393
Further reading	p. 394
References	p. 395
Customer Relationship Management	p. 396
Introduction	p. 396
Customer care	p. 397
Relationship marketing	p. 402
Service marketing	p. 406
Internal marketing	p. 411
Customer relationship management	p. 414
Summary	p. 424
Further reading	p. 425
References	p. 426
Index	p. 428
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Marketing

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