Management of Marketing

Management of Marketing......Page 2
Contents......Page 6
1.1 Introduction......Page 14
1.2 The importance of the consumer......Page 15
1.4 Historical development......Page 17
1.6 Different types of business orientation......Page 22
1.7 Marketing as a business philosophy......Page 28
1.8 Summary......Page 29
Questions......Page 30
2.1 Introduction......Page 32
2.2 Monitoring the external environment......Page 33
2.3 The general marketing environment......Page 35
2.5 The macro-environment......Page 36
2.6 The proximate macro-environment......Page 37
2.7 The wider macro-environment......Page 39
2.8 Summary......Page 48
Further reading......Page 49
Questions......Page 50
3.2 Marketing in practice: the mix......Page 52
3.3 Product (or service)......Page 54
3.4 Price......Page 56
3.5 Promotion......Page 57
3.6 Place......Page 59
3.7 Personal selling......Page 62
3.8 Marketing information......Page 64
3.9 Summary......Page 66
Questions......Page 67
4.2 Definitions......Page 69
4.3 Cultural and social influences......Page 70
4.4 Specific social influences......Page 71
4.5 The consumer as an individual......Page 75
4.6 Models of consumer buying behaviour......Page 81
4.7 Organisational buying behaviour......Page 88
4.8 Summary......Page 94
Questions......Page 95
5.2 The need for segmentation......Page 97
5.3 Targeted marketing efforts......Page 98
5.4 Effective segmentation......Page 100
5.5 Segmentation bases in consumer markets......Page 103
5.6 Segmentation bases in organisational markets......Page 108
5.8 Selecting specific target markets......Page 109
5.9 Developing product positioning strategies......Page 110
5.10 Developing appropriate marketing mixes......Page 111
Further reading......Page 112
Questions......Page 113
6.2 Defining the product......Page 114
6.3 Product classification (consumer goods)......Page 116
6.4 Product classification (industrial goods)......Page 118
6.5 Service marketing issues......Page 120
6.6 New product development......Page 121
6.7 The product life cycle......Page 127
6.8 The PLC as a management tool......Page 132
6.9 The product adoption process......Page 133
6.10 Product (and market) management......Page 134
References......Page 136
Further reading......Page 137
Questions......Page 138
7.1 Introduction......Page 140
7.2 The nature of price......Page 141
7.3 Pricing objectives......Page 145
7.4 Essential steps in price determination......Page 148
7.5 Price selection techniques......Page 152
7.6 Pricing strategy......Page 156
7.7 Summary......Page 160
Further reading......Page 161
Questions......Page 162
8.2 Direct versus indirect systems......Page 164
8.3 The nature of distribution......Page 165
8.4 Strategic elements of channel choice......Page 166
8.6 The wheel-of-retailing: growth of multiples and ‘one-stop’ shopping......Page 168
8.7 ‘Business format’ franchising......Page 172
8.8 Growth of ‘non-shop’ shopping......Page 173
References......Page 175
Questions......Page 176
9.1 Introduction......Page 178
9.2 Definitions......Page 179
9.3 The distribution process......Page 180
9.4 The systems or ‘total’ approach to PDM......Page 183
9.5 Monitoring and control of PDM......Page 184
9.6 Summary......Page 190
Questions......Page 191
10.1 Introduction......Page 193
10.2 Marketing communications overview......Page 194
10.3 Elements of marketing communications......Page 195
10.4 Definition of marketing communications......Page 198
10.5 Message source......Page 199
10.6 Advertising......Page 201
10.7 Advertising models......Page 202
10.8 Sales promotion......Page 210
10.10 Direct mail......Page 213
10.11 Public relations......Page 217
10.12 Summary......Page 219
References......Page 220
Questions......Page 221
11.2 Nature of selling......Page 223
11.3 Situations requiring a personal approach......Page 225
11.4 The expanded role of the modern salesperson......Page 226
11.5 The salesperson as a communicator......Page 228
11.6 The sales sequence......Page 229
11.7 Sales management......Page 238
References......Page 242
Questions......Page 243
12.1 Direct marketing explained......Page 244
12.2 Objectives of direct marketing......Page 246
12.3 The Direct Marketing Association......Page 247
12.4 Uses of direct marketing using different media......Page 248
References......Page 261
Questions......Page 262
13.1 Introduction......Page 264
13.2 The changing face of marketing......Page 265
13.3 Relationship marketing......Page 266
13.5 Supply chain integration......Page 269
13.7 Internal marketing......Page 270
13.8 Customer care......Page 271
13.9 Customer relationship management......Page 272
13.10 Summary......Page 274
References......Page 275
Further reading......Page 276
Questions......Page 277
14.2 Marketing information systems......Page 278
14.3 Main areas of marketing research......Page 280
14.5 Marketing research as a problem-solving process......Page 281
14.6 Marketing research methods......Page 282
14.7 The research brief......Page 285
14.8 Exploratory research......Page 286
14.9 Stages in the research process......Page 287
14.10 Methods of collecting data......Page 288
14.11 Problems in research exercises......Page 293
14.12 Questionnaire design......Page 295
References......Page 299
Questions......Page 300
15.1 Introduction......Page 302
15.3 Data collection......Page 303
15.4 Forecasting methods......Page 307
References......Page 322
Questions......Page 323
16.1 Introduction......Page 325
16.2 Common criticisms of marketing......Page 326
16.3 Consumerism......Page 329
16.4 Social marketing......Page 334
16.5 Marketing in not-for-profit organizations......Page 337
16.6 Quality and marketing......Page 338
16.7 Summary......Page 339
References......Page 341
Further reading......Page 342
Questions......Page 343
17.1 Introduction......Page 344
17.2 Defining sub-divisions of international activity......Page 345
17.3 Why enter international markets?......Page 347
17.4 How does international marketing begin?......Page 348
17.5 The international decision – a strategic commitment......Page 349
17.7 Organisation for international marketing......Page 350
17.8 International marketing strategy......Page 352
17.9 The international marketing mix......Page 353
17.10 International intelligence and information......Page 358
17.12 Government and political activity......Page 359
17.13 Direct international investment......Page 360
17.14 Multinational and global marketing......Page 361
17.15 Help to UK exporters......Page 362
References......Page 363
Questions......Page 364
18.1 Introduction......Page 367
18.2 Importance of electronic commerce......Page 368
18.3 Database marketing......Page 369
18.4 The internet......Page 374
18.5 World Wide Web......Page 375
18.6 The World Wide Web: new model for electronic marketing......Page 376
18.7 E-commerce......Page 379
18.8 Principles of internet marketing......Page 383
18.9 Website construction and operation......Page 385
18.10 Website management......Page 389
References......Page 391
Further reading......Page 392
Questions......Page 393
19.2 Formalised planning procedures......Page 394
19.3 Strategic planning at the corporate level......Page 397
19.5 Audit and SWOT......Page 398
19.6 Portfolio analysis......Page 399
19.7 Marketing planning at an operational level......Page 407
19.8 Marketing control......Page 411
19.9 Execution of control systems......Page 412
References......Page 415
Questions......Page 416
Index......Page 418