Marketing: An Introduction

Cover......Page 1
Title page......Page 2
Copyright......Page 5
Brief Contents......Page 6
Contents......Page 8
Preface......Page 13
About the authors......Page 19
Case matrix......Page 21
Acknowledgements......Page 25
Publisher's acknowledgements......Page 26
Part one Defining Marketing and the Marketing Process......Page 31
 Is marketing for everyone?......Page 32
  Chapter objectives......Page 33
  The Way Ahead Previewing the concepts......Page 34
  Case Study Marketing European football......Page 35
  What is marketing?......Page 39
   The marketing process......Page 40
   Market offerings - products, services and experiences......Page 41
   Markets......Page 42
   Selecting customers to serve......Page 43
   Marketing management orientations......Page 44
  Marketing at Work 1.1 Managers on marketing......Page 46
  Making Connections Linking the concepts......Page 48
   Managing marketing relationships......Page 49
   The changing nature of customer relationships......Page 51
   Partner relationship management......Page 53
   Creating customer loyalty and retention......Page 54
   Building customer equity......Page 55
   The new digital age......Page 57
   The call for more ethics and social responsibility......Page 58
   The growth of not-for-profit sector marketing......Page 59
  Marketing At Work 1.2 Metaphors in marketing......Page 60
  So, what is marketing? Pulling it all together......Page 62
  The Journey You've Taken Reviewing the concepts......Page 63
  Notes and references......Page 65
  Chapter objectives......Page 69
  The Way Ahead Previewing the concepts......Page 70
  Case Study BT: strategy in turbulent times......Page 71
  Company-wide strategic planning: defining marketing's role......Page 72
   Defining a market-oriented mission......Page 73
   Setting company objectives and goals......Page 75
  Marketing at Work 2.1 Maersk Line......Page 76
   Designing the business portfolio......Page 77
   Partnering with other company departments......Page 81
   Partnering with others in the marketing system......Page 82
  Making Connections Linking the concepts......Page 83
   Customer-centred marketing strategy......Page 84
   Developing the marketing mix......Page 86
   Marketing analysis......Page 88
   Marketing planning......Page 89
  Marketing at Work 2.2 Implementing customer relationship strategy at Danfoss......Page 90
   Marketing control......Page 93
  Measuring and managing return on marketing......Page 94
  The Journey you've Taken Reviewing the concepts......Page 96
  Notes and references......Page 97
Part Two Understanding the Marketplace and Consumers......Page 101
 Making an effort to understand your customers......Page 102
  Chapter objectives......Page 103
  The Way Ahead Previewing the concepts......Page 104
  Case Study The boycott of Arla Foods in the Middle East......Page 105
   The company......Page 107
   Marketing intermediaries......Page 108
   Publics......Page 109
   Demographic environment......Page 110
  Marketing at Work 3.1 TOMS shoes: 'be the change you want to see in the world'......Page 113
  Making Connections Linking the concepts......Page 117
   Economic environment......Page 118
   Natural environment......Page 121
   Technological environment......Page 122
  Marketing at Work 3.2 The two-edged sword of social media......Page 123
   Political environment......Page 126
   Cultural environment......Page 130
  Responding to the marketing environment......Page 133
  The Journey You've Taken Reviewing the concepts......Page 134
  Notes and references......Page 135
  Chapter objectives......Page 137
  The Way Ahead Previewing the concepts......Page 138
  Case Study Visit Scotland!......Page 139
  Assessing marketing information needs......Page 142
   Internal data......Page 143
  Marketing at Work 4.1 Air France-KLM: flying high with CRM......Page 144
   Marketing intelligence......Page 148
  Marketing research......Page 149
   Developing the research plan......Page 150
   Gathering secondary data......Page 151
   Primary data collection......Page 153
  Analysing marketing information......Page 160
   Customer relationship management......Page 161
  Distributing and using marketing information......Page 162
   Marketing research in small businesses and non-profit organisations......Page 163
   International marketing research......Page 164
   Public policy and ethics in marketing research......Page 166
  Marketing at Work 4.2 Doubleplusgood market research......Page 167
  The Journey You've Taken Reviewing the concepts......Page 170
  Notes and references......Page 171
  Chapter objectives......Page 175
  The Way Ahead Previewing the concepts......Page 176
  Case Study Airbus A380......Page 177
   Model of consumer behaviour......Page 179
   Characteristics affecting consumer behaviour......Page 180
   The buyer decision process......Page 192
  Marketing at Work 5.1 Understanding what older consumers want......Page 195
   The buyer decision process for new products......Page 197
  Making Connections Linking the concepts......Page 199
   Business markets......Page 200
  Marketing at Work 5.2 GE: building B2B customer partnerships......Page 201
   Business buyer behaviour......Page 203
  The Journey You've Taken Reviewing the concepts......Page 210
  Notes and references......Page 212
Part Three Designing a Customer-Driven Marketing Strategy and Marketing Mix......Page 215
 Putting marketing into action......Page 216
  Chapter objectives......Page 217
  The Way Ahead Previewing the concepts......Page 218
  Case Study Baltika: segmenting the beer market in Russia and the West......Page 219
   Segmenting consumer markets......Page 221
  Marketing at Work 6.1 Sebiro - segmentation in men's clothing......Page 225
   Segmenting business markets......Page 231
   Segmenting international markets......Page 232
   Requirements for effective segmentation......Page 235
   Selecting target market segments......Page 236
   Socially responsible target marketing......Page 241
  Making Connections Linking the concepts......Page 242
   Positioning maps......Page 243
   Choosing a positioning strategy......Page 244
  Marketing at Work 6.2 Ryanair's value proposition: less for much less......Page 248
   Communicating and delivering the chosen position......Page 251
  The Journey You've Taken Reviewing the concepts......Page 252
  Notes and references......Page 253
  Chapter objectives......Page 257
  The Way Ahead Previewing the concepts......Page 258
  Case Study Alfred Dunhill Ltd: reconciling tradition and innovation in product and brand management......Page 259
   Products, services and experiences......Page 261
   Levels of product and services......Page 262
   Product and service classifications......Page 263
   Individual product and service decisions......Page 266
   Product line decisions......Page 272
   Product mix decisions......Page 273
   Brand equity......Page 274
   Building strong brands......Page 276
  Marketing at Work 7.1 Naming brands: just how much does a name matter?......Page 277
   Managing brands......Page 283
  Marketing at Work 7.2 Cloon Keen Atelier: developing a premium brand......Page 284
  Services marketing......Page 285
   Nature and characteristics of a service......Page 286
   Marketing strategies for service firms......Page 287
   Product decisions and social responsibility......Page 290
   International product and services marketing......Page 291
  The Journey You've Taken Reviewing the concepts......Page 292
  Notes and references......Page 294
  Chapter objectives......Page 297
  The Way Ahead Previewing the concepts......Page 298
  Case Study Google: innovation at the speed of light......Page 299
  New-product development strategy......Page 300
   Idea generation......Page 302
   Concept development and testing......Page 304
   Marketing strategy development......Page 306
   Product development......Page 307
   Commercialisation......Page 308
   Organising for new-product development......Page 309
  Marketing at Work 8.1 Electrolux: cleaning up with customer-centred, team based new-product development......Page 310
  Product life-cycle strategies......Page 312
   Maturity stage......Page 315
  Marketing at Work 8.2 VW and Alfa Romeo: German engineering with Italian chic?......Page 317
  The Journey You've Taken Reviewing the concepts......Page 321
  Notes and references......Page 322
  Chapter objectives......Page 325
  The Way Ahead Previewing the concepts......Page 326
  Case Study Primark - the high cost of low prices?......Page 327
  What is a price?......Page 329
   Customer perceptions of value......Page 330
   Company and product costs......Page 333
   Other internal and external considerations affecting price decisions......Page 335
  Marketing at Work 9.1 Rolex: much more than just a watch......Page 336
  Making Connections Linking the concepts......Page 342
   Market-penetration pricing......Page 343
   Optional-product pricing......Page 344
   By-product pricing......Page 345
   Discount and allowance pricing......Page 346
   Segmented pricing......Page 347
   Psychological pricing......Page 348
  Marketing at Work 9.2 Quick, what's a good price for . . . ? We'll give you a cue......Page 349
   Promotional pricing......Page 350
   Geographical pricing......Page 351
   Dynamic pricing......Page 352
   International pricing......Page 353
   Initiating price changes......Page 354
   Responding to price changes......Page 356
  Public policy and pricing......Page 357
  The Journey You've Taken Reviewing the concepts......Page 358
  Notes and references......Page 359
  Chapter objectives......Page 361
  The Way Ahead Previewing the concepts......Page 362
  Case Study Pinturas Fierro: slow but safe growth......Page 363
  Supply chains and the value-delivery network......Page 365
   How channel members add value......Page 366
   Number of channel levels......Page 367
  Channel behaviour and organisation......Page 368
   Channel behaviour......Page 369
   Vertical marketing systems......Page 370
   Multichannel distribution systems......Page 372
   Changing channel organisation......Page 373
  Marketing at Work 10.1 Steam-powered marketing: disintermediation in the computer game industry......Page 374
   Analysing consumer needs......Page 376
   Identifying major alternatives......Page 377
   Evaluating the major alternatives......Page 378
   Selecting channel members......Page 379
   Evaluating channel members......Page 380
   Nature and importance of marketing logistics......Page 381
   Goals of the logistics system......Page 382
   Major logistics functions......Page 383
   Integrated logistics management......Page 386
  Marketing at Work 10.2 Zara: fast fashions - really fast......Page 387
  The Journey You've Taken Reviewing the concepts......Page 389
  Notes and references......Page 390
  Chapter objectives......Page 393
  The Way Ahead Previewing the concepts......Page 394
  Case Study Aldi: don't discount them......Page 395
  Retailing......Page 396
   Types of retailers......Page 397
   Retailer marketing decisions......Page 401
   The future of retailing......Page 405
  Marketing at Work 11.1 Movers and shakers: leaders in European retailing......Page 406
  Wholesaling......Page 410
  Marketing at Work 11.2 The Greenery: a fresh approach......Page 411
   Wholesaler marketing decisions......Page 413
   Trends in wholesaling......Page 416
  The Journey You've Taken Reviewing the concepts......Page 417
  Notes and references......Page 418
  Chapter objectives......Page 421
  The Way Ahead Previewing the concepts......Page 422
  Case Study Renault: how a sausage, a sushi roll, a crispbread and a baguette have affected car sales in Europe......Page 423
  The promotion mix......Page 425
   The shifting marketing communications model......Page 426
   The need for integrated marketing communications......Page 427
   The nature of each promotion tool......Page 428
   Promotion mix strategies......Page 430
  Advertising......Page 431
   Setting advertising objectives......Page 434
   Setting the advertising budget......Page 435
   Developing advertising strategy......Page 437
  Marketing at Work 12.1 Narrowcasting - Savile Row and science fiction......Page 439
  Marketing at Work 12.2 Advertising in computer games......Page 445
   Other advertising considerations......Page 448
   Rapid growth of sales promotion......Page 450
   Major sales promotion tools......Page 451
  Public relations......Page 454
   The role and impact of public relations......Page 455
   Major public relations tools......Page 456
  The Journey You've Taken Reviewing the concepts......Page 457
  Notes and references......Page 458
  Chapter objectives......Page 463
  The Way Ahead Previewing the concepts......Page 464
  Case Study Innovating in business relationships: how Philips works with international retailers......Page 465
   The nature of personal selling......Page 467
   The role of the sales force......Page 468
   Designing sales force strategy and structure......Page 469
   Recruiting and selecting salespeople......Page 472
   Training salespeople......Page 474
   Supervising and motivating salespeople......Page 475
  The personal selling process......Page 477
   Steps in the selling process......Page 478
   Personal selling and customer relationship management......Page 480
   The new direct marketing model......Page 481
  Marketing at Work 13.1 Groupon: making life less boring through direct marketing on the Web......Page 482
   Customer databases and direct marketing......Page 485
   Forms of direct marketing......Page 487
   Integrated direct marketing......Page 491
  Marketing at Work 13.2 Armorica Cookware: integrated direct marketing in a small firm......Page 492
   Public policy and ethical issues in direct marketing......Page 493
  The Journey You've Taken Reviewing the concepts......Page 494
  Notes and references......Page 496
Part Four Extending Marketing......Page 499
 Can marketing save the world?......Page 500
  Chapter objectives......Page 501
  The Way Ahead Previewing the concepts......Page 502
  Case Study Printing the future......Page 503
  The digital age......Page 505
   The wonderful world of Internet statistics......Page 506
   E-business, e-commerce and e-marketing in the digital age......Page 507
   Benefits to buyers......Page 508
  E-marketing domains......Page 509
   B2C (business to consumer)......Page 510
   B2B (business to business)......Page 511
   C2C (consumer to consumer)......Page 513
  Marketing on the Web......Page 515
   Click-only versus click-and-mortar e-marketers......Page 516
   Setting up an online marketing presence......Page 517
  Marketing at Work 14.1 Marketing applications: from Angry Birds to Happy Marketers......Page 523
   New intermediaries......Page 527
   Mass customisation and new markets......Page 528
  Marketing at Work 14.2 The International Committee of the Red Cross......Page 529
   The Web's darker side - legal and ethical issues......Page 531
  The Journey You've Taken Reviewing the concepts......Page 534
  Notes and references......Page 535
  Chapter objectives......Page 539
  The Way Ahead Previewing the concepts......Page 540
  Case Study Volkswagen in China: the People's Car in the People's Republic......Page 541
  Global marketing in the twenty-first century......Page 543
   The international trade system......Page 545
   Economic environment......Page 547
   Cultural environment......Page 549
  Marketing at Work 15.1 McDonald's: serving customers around the world......Page 551
  Deciding which markets to enter......Page 553
  Deciding how to enter the market......Page 554
   Joint venturing......Page 555
   Direct investment......Page 556
  Deciding on the global marketing programme......Page 557
  Marketing at Work 15.2 Doing business with China: culture matters......Page 559
   Product......Page 560
   Promotion......Page 561
   Price......Page 562
   Distribution channels......Page 564
  Deciding on the global marketing organisation......Page 565
  The Journey You've Taken Reviewing the concepts......Page 566
  Notes and references......Page 567
  Chapter objectives......Page 571
  The Way Ahead Previewing the concepts......Page 572
  Case Study HELP - for a life without tobacco......Page 573
  Social criticisms of marketing......Page 575
   Marketing's impact on individual consumers......Page 576
  Marketing at Work 16.1 The international obesity debate: who's to blame?......Page 578
   Marketing's impact on society as a whole......Page 582
   Marketing's impact on other businesses......Page 584
   Consumerism......Page 585
   Sustainability......Page 586
  Marketing at Work 16.2 The Marks & Spencer and Oxfam Clothes Exchange......Page 587
   Public actions to regulate marketing......Page 591
   Sustainable marketing......Page 592
   Marketing ethics......Page 595
  The Journey You've Taken Reviewing the concepts......Page 600
  Notes and references......Page 601
Appendix 1 Marketing plan......Page 605
Appendix 2 Marketing metrics......Page 617
Appendix 3 Careers in marketing......Page 623
Glossary......Page 631
Index......Page 641