Principles of Marketing: 4th European Edition

Cover......Page 1
Principles of Marketing......Page 4
Brief Contents......Page 8
Contents......Page 10
Guided Tour......Page 21
Guided Tour: Student Resource on the Website......Page 23
Preface......Page 25
Acknowledgements......Page 28
About the Authors......Page 34
Part one Marketing now......Page 36
Marketing now......Page 38
Prelude case Nike......Page 39
Introduction......Page 40
What is marketing?......Page 41
Marketing management......Page 48
Marketing in the noughties......Page 55
The marketing process......Page 59
Summary......Page 71
Discussing the issues......Page 72
Applying the concepts......Page 73
References......Page 74
Concluding concept 1......Page 75
Strategic marketing......Page 82
Prelude case Poor little rich brands......Page 83
Strategic planning......Page 84
The strategic plan......Page 86
The marketing plan......Page 103
Marketing organisation......Page 108
Summary......Page 111
Discussing the issues......Page 112
References......Page 113
Concluding concept 2......Page 115
Part two The marketing setting......Page 118
The marketing environment......Page 120
Prelude case Big food has a lot on its plate......Page 121
Introduction......Page 122
The company’s microenvironment......Page 123
The company’s macroenvironment......Page 126
Responding to the marketing environment......Page 150
Summary......Page 152
Applying the concepts......Page 153
References......Page 154
Concluding concept 3 Toyota Prius: green or geek machine?......Page 156
Marketing in the Internet age......Page 160
Prelude case Cool Diamonds: are they forever?......Page 161
Major forces shaping the Internet age......Page 163
Marketing strategy in the new digital age......Page 169
E-commerce domains......Page 171
Conducting e-commerce......Page 177
The promise and challenges of e-commerce......Page 189
Summary......Page 192
Discussing the issues......Page 193
References......Page 194
Concluding concept 4 eBay: connecting in China......Page 197
Marketing and society:social responsibility and marketing ethics......Page 202
Prelude case NSPCC: misunderstood......Page 203
Introduction......Page 204
Social criticisms of marketing......Page 205
Marketing’s impact on other businesses......Page 215
Citizen and public actions to regulate marketing......Page 218
Business actions towards socially responsible marketing......Page 226
Summary......Page 235
Discussing the issues......Page 236
References......Page 237
Concluding concept 5 Nestlé: singled out again and again......Page 240
The global marketplace......Page 244
Prelude case Jägermeister: Schnappsgoes to college......Page 245
Global marketing in the twenty-first century......Page 246
Looking at the global marketing environment......Page 248
Deciding which markets to enter......Page 257
Deciding how to enter the market......Page 261
Deciding on the global marketing programme......Page 264
Deciding on the global marketing organisation......Page 274
Summary......Page 276
Applying the concepts......Page 277
References......Page 278
Concluding concepts 6 Making the global tipple: soil, climate,aspect and mystique......Page 281
Part three Markets......Page 286
Consumer markets......Page 288
Prelude case Sheba: the pets’ St Valentine’s Day......Page 289
Models of consumer behaviour......Page 290
Characteristics affecting consumer behaviour......Page 291
Types of buying decision behaviour......Page 311
The buyer decision process......Page 314
The buyer decision process for new products......Page 322
Consumer behaviour across international borders......Page 325
Summary......Page 326
Applying the concepts......Page 327
References......Page 328
Concluding concepts 7 Sony Aibo ERS-7c: Grandma’s best friend?......Page 331
Business-to-business marketing......Page 334
Prelude case Concorde is dead.Long live the busjets!......Page 335
Business markets......Page 337
Business buyer behaviour......Page 342
Business buying on the Internet......Page 355
Institutional and government markets......Page 356
Discussing the issues......Page 362
References......Page 363
Concluding concepts 8 Biofoam: just peanuts?......Page 366
Marketing research......Page 370
Prelude case Market researching AIDS in Africa:a little achieves the unimaginable......Page 371
The marketing information system......Page 372
Developing information......Page 373
Defining the market......Page 397
Measuring current market demand......Page 398
Forecasting future demand......Page 400
International studies......Page 408
Marketing research in small businesses and non-profit organisations......Page 410
Summary......Page 412
Applying the concepts......Page 413
References......Page 414
Concluding concepts 9 Judy Greene Pottery......Page 417
Part four Core strategy......Page 422
Segmentation and positioning......Page 424
Prelude case drivedreamcars.com......Page 425
Market segmentation......Page 426
Segmenting consumer markets......Page 433
Segmenting business markets......Page 443
Segmenting international markets......Page 445
Multivariate segmentation......Page 447
Developing market segments......Page 449
Market targeting......Page 450
Segment strategy......Page 453
Differentiation......Page 456
Product positioning......Page 467
Summary......Page 482
References......Page 483
Concluding concepts 10 Coffee-Mate......Page 487
Relationship marketing......Page 494
Prelude case ‘The most important part of a caris the distributor’......Page 495
Introduction......Page 497
Defining customer value and satisfaction......Page 498
Delivering customer value and satisfaction......Page 504
Customer value......Page 509
Relationship marketing......Page 511
Discussing the issues......Page 520
References......Page 521
Concluding concepts 11 National Gummi AB......Page 523
Competitive strategy......Page 526
Prelude case PS2 meets the X-box: certainly notall fun and games......Page 527
Competitor analysis......Page 529
Balancing customer–competitor orientations......Page 560
Summary......Page 561
Applying the concepts......Page 562
References......Page 563
Concluding concepts 12 The mobile maelstrom......Page 565
Part five Product......Page 570
Product and brandingstrategy......Page 572
Prelude case L’Oréal: are you worth it?......Page 573
What is a product?......Page 574
Product decisions......Page 580
Branding strategy: building strong brands......Page 590
Additional product considerations......Page 603
Summary......Page 605
Discussing the issues......Page 606
Applying the concepts......Page 607
References......Page 608
Concluding concepts 13 Colgate: one squeeze too many?......Page 610
New-product development and productlife-cycle strategies......Page 614
Prelude case Nokia: game’son but not having fun!......Page 615
Innovation and new-productdevelopment strategy......Page 617
New-product development process......Page 624
Product life-cycle strategies......Page 639
Discussing the issues......Page 649
Applying the concepts......Page 650
References......Page 651
Concluding concepts 14 Red Bull: waking a new market......Page 653
Marketing services......Page 656
Prelude case Stena Line:sailing out of troubled waters......Page 657
Introduction......Page 659
Nature and characteristics of a service......Page 660
Marketing strategies for service firms......Page 668
International services marketing......Page 680
Summary......Page 686
Applying the concepts......Page 687
References......Page 688
Concluding concepts 15 The Ritz......Page 691
Part six Price......Page 694
Pricing......Page 696
Prelude case The Oresund Bridge: over or under,down and out, again and again......Page 697
What is price?......Page 699
General pricing approaches......Page 715
New-product pricing strategies......Page 723
Product-mix pricing strategies......Page 725
Price-adjustment strategies......Page 728
Price changes......Page 737
Summary......Page 741
Discussing the issues......Page 742
References......Page 743
Concluding concepts 16 easyJet: easy come, easy go......Page 746
Part Seven Promotion......Page 750
Integrated marketing communication strategy......Page 752
Prelude case Cadbury’s Dairy Milk:staying at the top of the chocolate tree......Page 753
Introduction......Page 754
Integrated marketing communications......Page 755
A view of the communication process......Page 762
Steps in developing effective communication......Page 765
Setting the total promotion budget and mix......Page 774
Socially responsible marketing communication......Page 782
Summary......Page 785
Discussing the issues......Page 786
Applying the concepts......Page 787
References......Page 788
Concluding concepts 17 Absolut Vodka: Samantha andthe Hunk on the Level......Page 789
Advertising, sales promotion and public relations......Page 794
Prelude case Procter & Gamble:feeling the heat......Page 795
Advertising......Page 797
Important decisions in advertising......Page 798
Other advertising considerations......Page 814
Sales promotion......Page 820
Public relations......Page 828
Summary......Page 835
Applying the concepts......Page 836
References......Page 837
Concluding concepts 18 Ninety per cent of spend wasted!......Page 839
Personal selling and direct marketing......Page 842
Prelude case MD Foods AMBA: rethinking its salesforce strategy and structure......Page 843
Personal selling......Page 844
Managing the sales force......Page 847
The personal selling process......Page 858
Direct marketing......Page 864
Benefits and growth of direct marketing......Page 866
Customer databases and direct marketing......Page 867
Forms of direct marketing......Page 872
Summary......Page 879
Discussing the issues......Page 880
Applying the concepts......Page 881
References......Page 882
Concluding concepts 19 Britcraft Jetprop: whose sale is it anyhow?*......Page 884
Part eight Place......Page 888
Managing marketingchannels......Page 890
Prelude case Dell Corporation......Page 891
Supply chains and the value delivery network......Page 892
The nature and importance of marketing channels......Page 893
Channel behaviour and organisation......Page 896
Channel design decisions......Page 906
Channel management decisions......Page 917
Marketing logistics and supply chain management......Page 918
Channel trends......Page 926
Summary......Page 932
Discussing the issues......Page 933
Applying the concepts......Page 934
References......Page 935
Concluding concepts 20 Pieta luxury chocolates......Page 937
Glossary......Page 940
Subject Index......Page 960
Company Index......Page 982