MKTG4

Title page
Imprint page
Brief Contents
Contents
Guide to the text
Guide to the online resources
	Part one: An introduction to marketing
		Chapter 1: An overview of marketing
			Overview of marketing
			Marketing exchange
			Marketing management philosophies
				Production orientation
				Sales orientation
				Market orientation
				Societal marketing orientation
				Who’s in charge?
			How organisations apply the different orientations
				The organisation’s focus
				The organisation’s understanding of customer value
				The organisation’s attitude to customer satisfaction
				Defining the organisation’s business
				Identifying the product’s target audience
				The organisation’s primary goal
				The sales tools the organisation uses
				Building relationships
			Why study marketing?
				Marketing plays an important role in society
				Marketing is important to businesses
				Marketing offers outstanding career opportunities
				Marketing is important to you
		Chapter 2: Marketing strategy
			Why plan?
				Developing a mission statement and objectives
			Levels of strategy
			Marketing strategic planning
			Analysis of the marketing situation
				Identifying competitive advantage
				Identifying strategic alternatives
			Developing the marketing plan
				Why write a marketing plan?
				What is a marketing plan?
				Marketing objectives
				Establishing marketing mix components for each
target market
			Implementation, evaluation, and control processes
		Chapter 3: Ethics and the 
marketing environment
			Ethics
				Ethics, morality and law
				Ethical theories
				Personal ethics
				Ethical business decision making
				Ethical guidelines in business
			Corporate social responsibility
				Sustainability
				United Nations Global Compact
			The external marketing environment
				Understanding the external environment
				Environmental management
			The sociocultural environment
				Baby boomers: demanding change
				Generation X: savvy and cynical
				Generation Y: born to shop
				Generation Z or iGeneration: the silent generation
				How social media have changed our behaviour
				Growth of component lifestyles
			The demographic environment
				The changing character of families
				Multiculturalism
			The economic environment
				Consumer incomes
				Inflation
				Recession
			The technological environment
			The political and legal environment
				Federal legislation
				Regulatory agencies
			The competitive environment
				Industry analysis
				Identifying your place in the industry
				Competitor analysis
	Part two: Consumer information
		Chapter 4: Consumer decisionmaking
			The importance of understanding consumer behaviour
			The consumer decision-making process
				Stage 1: Need recognition
				Stage 2: Information search
				Stages 3 and 4: Evaluation of alternatives and purchase
				Stage 5: Post-purchase behaviour
			Types of consumer buying decisions and involvement
				Determining the level of consumer involvement
				Marketing implications of involvement
				Factors influencing consumer buying decisions
			Cultural influences on consumer buying decisions
				Culture and values
			Social influences on consumer buying decisions
				Reference groups
				Opinion leaders
				Family
			Individual influences on consumer buying decisions
				Gender
				Age and family life-cycle stage
				Personality, self-concept and lifestyle
			Psychological influences on consumer buying
decisions
				Perception
				Motivation
				Learning
				Beliefs and attitudes
		Chapter 5: Business-to-business marketing
			What is business-to-
business marketing (B2B)?
			Major categories of business customers
				Producers
				Resellers
				Governments
				Institutions
			Types of business products
				Major equipment
				Accessory equipment
				Raw materials
				Component parts
				Processed materials
				Supplies
				Business services
			Business versus consumer markets
				Demand
				Purchase volume
				Number of customers
				Location of buyers
				Distribution structure
				Nature of buying
				Nature of buying influence
				Type of negotiations
				Use of reciprocity
				Use of leasing
				Primary promotional method
			Understand business buying behaviour
				Buying centres
				Evaluative criteria
				Buying situations
				Purchasing ethics
				Customer service
			Relationship marketing and strategic alliances
		Chapter 6: Segmenting and targeting markets
			Understanding market segmentation
				Why marketers use segmentation
			The process of segmenting a market
				Step 1: Selecting a market or product category for study
			Step 2: Select bases and descriptors/variables
for segmentation
				Geographic base
				Demographic base
				Psychographic base
				Benefit base
				Usage-rate base
			Step 3: Analyse and profile segments to
identify target markets
			Step 4: Select targeting strategies
				Undifferentiated targeting
				Concentrated targeting
			Step 5: Develop a positioning strategy
				Perceptual mapping
				Positioning bases
			Segmenting for markets other than consumer markets
				Segmenting business markets
				Segment for a one-to-one market
				Segmenting a global market
				Segmentation in a social market
		Chapter 7: Market research
			Explain the role of market research in marketing
decision making
			The role of market research
			Steps in a market research project
				Problem definition
				Research design
				Data collection and analysis
				Reporting and recommendations
				Following up
			The profound impact of the Internet on market
research
				Advantages of Internet surveys
				Methods of conducting online surveys
				The role of consumer-generated media (CGM) in
market research
				The growing importance of mobile research
			The growth of automation and artificial
intelligence (AI)
			Competitive intelligence
			When should market research be conducted?
	Part three: Managing the marketing mix
		Chapter 8: Product concepts
			What is a product?
			Types of products
				Convenience products
				Shopping products
				Speciality products
				Unsought products
			Product items, lines and mixes
				Adjustments to product items,
lines and mixes
			The market uses of branding
				Benefits of branding
				Branding strategies
				Generic products versus branded products
				Manufacturers’ brands versus private brands
				Individual brands versus family brands
				Co-branding
				Trademarks
			Packaging and labelling
				Packaging functions
				Labelling
				Greenwashing
				Universal product codes
				Quick response codes
			Product guarantees and warranties
		Chapter 9: Developing and managing products
			The product life cycle (PLC)
				Introductory stage
				Growth stage
				Maturity stage
				Decline stage
				Implications for marketing management
			The importance of new products
			Categories of new products
			The new-product development process
				New-product strategy
				Idea generation
				Idea screening
				Business analysis
				Development
				Test marketing
				Commercialisation
			Global issues in new-product development
			The spread of new products
				Diffusion of innovation
				Product characteristics and the rate of adoption
				Marketing implications of the adoption process
		Chapter 10: Services, non-profit and other intangibles
			The importance of services marketing
			How services differ from goods
				Intangibility
				Inseparability
				Heterogeneity
				Perishability
			Service quality
				The gap model of service quality
			Marketing mixes for services
				Product (service) strategy
				Service as a process
				Core and supplementary service products
				Customisation or standardisation?
				The service mix
				Place (distribution) strategy
				Promotion strategy
				Price strategy
			Relationship marketing in services
				Internal marketing in service organisations
			Global issues in services marketing
			Non-profit-organisation marketing
				What is non-profit-organisation marketing?
				Unique aspects of non-profit organisation marketing
strategies
				Product decisions
				Place (distribution) decisions
				Promotion decisions
				Pricing decisions
			Marketing in the collaborative economy
				Peer-to-peer marketing
			The concept of value in marketing
		Chapter 11: Marketing channels and distribution decisions
			Marketing channels
				Providing specialisation and division of labour
				Overcoming discrepancies
				Providing contact efficiency
			Channel intermediaries and their functions
				Types of channel intermediaries
				Channel functions performed by intermediaries
				Channel structures
				Channels for consumer products
				Channels for business and industrial products
				Alternative channel arrangements
			Issues that influence channel strategy
				Factors affecting channel choice
				Levels of distribution intensity
				Channels and their relationships
				Social influences in channels
				Channel conflict
				Global channel relationships
			Supply chains and supply chain management
				Benefits of supply chain management
				Supply chain integration
			The key processes of supply chain management
				Customer relationship management
				Customer service management
				Demand management
				Order fulfilment
				Manufacturing flow management
				Supplier relationship management
				Product development and commercialisation
				Returns management
			How supply chain functions affect company success
				Supply management
				Inventory control
				Order processing
				Production
				Warehousing and materials handling
				Transportation
				Supply chain technologies
				Sustainable supply chain management
			Trends in supply chain management
				Outsourcing logistics functions
				Supply chain risk, security and resilience
				Electronic distribution
				Blockchains
				Global logistics and supply chain management
			Channel and distribution decisions: retail and services
				The role of retailing
				Classification of retail operations
				Main types of retail operations
				Services
		Chapter 12: Integrated marketing communication (IMC)
			Introducing integrated marketing
communication (IMC)
				Traditional media and digital marketing
				What is digital marketing?
			The communication process
				The sender and encoding
				Message transmission
				The receiver and decoding
				Feedback
				The communication process and the promotional mix
			The goals and tasks of promotion
				Informing
				Persuading
				Reminding
			The elements of the promotional mix and the
factors affecting it
				Personal selling
				Direct marketing
				Advertising
				Sales promotion
				Public relations
				Social media
				Social commerce
				Social media and IMC
			Factors affecting the promotional mix
				Nature of the product
				Stage in the product life cycle
				Target market characteristics
				Type of buying decision
				Availability of funds for promotion
				Push and pull strategies
			Promotional goals and the AIDA concept
				AIDA and the promotional mix
		Chapter 13: The promotions mix
			The importance and effects of advertising
				Advertising and market share
				Advertising and the consumer
				Advertising and brand loyalty
				Advertising and product attributes
			Creating an advertising campaign
				Institutional advertising
				Product advertising
				The process of developing an advertising campaign
				Determining campaign objectives
				Making creative decisions
				Post-campaign evaluation
			Making media decisions
				Media type
				Media selection considerations
				Media scheduling
			Sales promotion
				The objectives of sales promotion
				Tools for consumer sales promotion
			Public relations
				Major PR tools
				Managing unfavourable publicity
			Personal selling
				Relationship selling
				Selling in the technology age
				Customer relationship management (CRM) and
personal selling
				Leveraging customer information
			Social media
				The listening system
				Identifying social media objectives
				Evaluation and measurement
of social media
				Social behaviour of consumers
				Social networks
		Chapter 14: Pricing
			The importance of price
				What is price?
				The importance of price to marketing managers
			Pricing objectives
				Profit-oriented pricing objectives
				Sales-oriented pricing objectives
				Status-quo pricing objectives
			The demand determinant of price
				The nature of demand
				How demand and supply establish prices
				Elasticity of demand
			The cost determinant of price
				Mark-up pricing
			Other determinants of price
				Stages in the product life cycle
				The competition
				Distribution strategy
				The impact of the electronic environment
				Promotion strategy
				Demands of large customers
				The relationship of price to quality
			How to set a price on a product
				Establish pricing goals
				Estimate demand, costs and profits
				Choose a price strategy
			The legality and ethics of price strategy
				Unfair trade
				Price fixing or collusion
				Price discrimination
				Predatory pricing
			Tactics for finetuning the base price
				Discounts, allowances, rebates and value pricing
				Value-based pricing
				Geographic pricing
				Special pricing tactics
	Part four: The world of marketing
		Chapter 15: Global marketing
			The impact of global marketing
				Developing a global vision
				Importance of global marketing
			The external environment global marketers face
				Culture
				Economic and technological development
				Doing business in China and India
				Political structure
				Demographic make-up
				Natural resources
			Global marketing by an organisation
				Exporting
				Licensing
				Contract manufacturing
				Joint venture
				Direct foreign investment
			The global marketing mix
				Product and promotion
				Pricing
				Place (distribution)
			Global retailing
			Effect of the Internet on global marketing
				Social media in global marketing
		Chapter 16: Marketing and new technology
			The impact of the changing environment on
marketing
				Sociocultural environment
				Economic environment
				Political and legal environment
				Competitive environment
				Technological environment
			The impact of disruptive technologies on marketing
practice and strategy
				Crowdsourcing
				Technology and entrepreneurship
				Operating systems and mobile technology
				Market research and technology
			The impact of new technologies and media
on business-to-business (B2B), business-to-consumer
(B2C) and peer-to-peer (P2P) markets
				B2B markets
				B2C markets
				P2P markets
			Emerging issues affecting marketing
				Virtual worlds and virtual reality
				Value and co-creation
				Analytics and metrics
				Artificial intelligence (AI)
				Conclusion
	Endnotes
	Index
	Tear-out review cards