Develop Your Marketing Skills

Copyright
......Page 5
Table of contents
......Page 6
Introduction......Page 8
1 Marketing: separating fact from fiction......Page 10
The marketing concept......Page 13
The benefits of being marketing oriented......Page 15
2 The marketing environment......Page 22
The macro environment......Page 23
The micro environment......Page 27
Monitoring the micro/macro environments......Page 30
3 Customers in all their glory......Page 33
The business-to-business market (B2B)......Page 34
Consumer buying process......Page 35
Organisational buying behaviour......Page 40
Marketing research......Page 44
Analysing and presenting the findings......Page 53
Product management......Page 56
Anatomy of a product......Page 58
Classification of products......Page 59
Extending the life of the product......Page 65
The product adoption process......Page 70
Developing new products......Page 71
6 Right time, right place, right quantity, right condition......Page 82
The role and importance of place......Page 83
Market coverage......Page 87
Distribution logistics......Page 89
7 You paid how much?......Page 92
Price setting......Page 93
Pricing perspectives......Page 96
Different pricing techniques......Page 98
8 How communication works......Page 102
The two-stage communication process......Page 106
How to communicate a message......Page 109
Co-ordinated marketing communication (CMC)......Page 112
9 Services marketing vs marketing services......Page 118
The extended marketing mix for services......Page 121
Challenges facing service providers......Page 122
Marketing charities and small businesses......Page 124
10 How to create a marketing plan......Page 129
Gap analysis......Page 130
Mission statements......Page 133
Objectives......Page 134
Strategy......Page 136
Tactics......Page 138
Evaluation......Page 140
11 Sustainable marketing in the 21st century......Page 142
Historical perspective......Page 143
You say social, I say societal......Page 144
Profit......Page 145
People......Page 146
Planet......Page 150
12 Questions answered......Page 153