Additional Information
Book Details
Abstract
Building on the enormous success of previous editions, this best-selling text has been updated and revised, and continues to provide an up-to-date and student-friendly introduction to marketing. Marketing principles are explained in the context of organisations, business management practice and the changing business environment. Examples and short case studies are used to bring the subject to life, emphasising the practical aspects of the subject as well as the concepts.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Cover | Cover | ||
| Marketing Principles and Practice | i | ||
| Contents | v | ||
| Preface | xv | ||
| Acknowledgements | xvii | ||
| What is marketing | 1 | ||
| Introduction | 1 | ||
| Marketing Definitions | 2 | ||
| The Exchange Process | 3 | ||
| What Is Marketing | 4 | ||
| Understanding Marketing As A Student | 7 | ||
| Markets And Market Regulation | 7 | ||
| Marketing Today | 11 | ||
| Conclusion | 11 | ||
| Questions | 12 | ||
| Further Reading | 12 | ||
| Case Study: Marketing the virtual way | 13 | ||
| Case Study: The Cola wars | 13 | ||
| Marketing orientations | 15 | ||
| Introduction | 15 | ||
| Production Orientation | 16 | ||
| Product Orientation | 17 | ||
| Sales Orientation | 18 | ||
| Marketing Orientation | 20 | ||
| Further Approaches To Marketing | 21 | ||
| The Organisational Implications Of Marketing | 23 | ||
| The Management Implications Of Marketing | 24 | ||
| Conclusion | 26 | ||
| Questions | 26 | ||
| Further Reading | 26 | ||
| Case Study: Console game wars | 27 | ||
| Case Study: Marketing and education | 28 | ||
| The marketing environment | 29 | ||
| Introduction | 29 | ||
| The Marketing Function And The Environment | 31 | ||
| The Dimensions Of The Environment | 32 | ||
| The Company Setting (Level 1) | 33 | ||
| Company Markets (Level 2) | 33 | ||
| The Stakeholder System (Level 3) | 34 | ||
| A Wider Environment (Level 4) | 35 | ||
| Conclusion | 49 | ||
| Questions | 50 | ||
| Further Reading | 50 | ||
| Case Study: Hungary’s bankable boffins | 50 | ||
| E-business – the technology | 53 | ||
| Introduction | 53 | ||
| Revolutionising Business? | 53 | ||
| Opportunities For E-Business | 55 | ||
| The Impact Of E-Business On Cost | 58 | ||
| Mobile Communications | 58 | ||
| Conclusion | 60 | ||
| Questions | 60 | ||
| Further Reading | 60 | ||
| Case Study: Equipment and software trends | 61 | ||
| The competitive environment | 63 | ||
| Introduction | 63 | ||
| Industry Structure | 64 | ||
| The Competitive Environment | 65 | ||
| Identifying Competitors | 66 | ||
| Competitor Analysis | 68 | ||
| The Competitive Triangle | 69 | ||
| Mega-Marketing | 70 | ||
| Conclusion | 71 | ||
| Questions | 71 | ||
| Further Reading | 71 | ||
| Case Study: Drug abuses | 72 | ||
| Buyer behaviour | 75 | ||
| Introduction | 75 | ||
| Some Issues In Buyer–Behaviour Theory | 75 | ||
| The Simple Buying-Decision Process Model | 76 | ||
| The Principal Buying-Decision Variables | 77 | ||
| The Buying-Decision Process | 78 | ||
| Complex Buying Behaviour | 79 | ||
| Information Search | 79 | ||
| The Evoked Set | 79 | ||
| Evaluation Of Alternatives | 80 | ||
| Beliefs And Attitudes | 80 | ||
| The Purchase Decision | 81 | ||
| Post-Purchase Behaviour | 81 | ||
| The Utilisation Of Complex Buying Behaviour | 82 | ||
| Dissonance-Reducing Buying Behaviour | 82 | ||
| Habitual Buying Behaviour | 83 | ||
| Variety-Seeking Buying Behaviour | 83 | ||
| Experience Buying Behaviour | 83 | ||
| The Psychological Factors Affecting Buyingdecisions | 84 | ||
| Motivation | 84 | ||
| Perception | 86 | ||
| Learning | 87 | ||
| Personality | 88 | ||
| Demographic Factors | 89 | ||
| The Social Influence Variables | 90 | ||
| Conclusion | 93 | ||
| Questions | 93 | ||
| Further Reading | 94 | ||
| Case Study: Safeway to focus on price cuts | 95 | ||
| Case Study: Sainsbury tests the loyalties of Safeway clients | 96 | ||
| Organisational buyer behaviour | 97 | ||
| Introduction | 97 | ||
| Use Of New Technology For Business Buying | 98 | ||
| Some Distinctive Characteristics Of Organisationalbuying | 99 | ||
| Different Organisation Types | 101 | ||
| A Model Of Organisational Buying Behaviour | 103 | ||
| A Simple Model Of Organisational Buying Behaviour | 104 | ||
| Buyer–Seller Relationships | 111 | ||
| Conclusion | 111 | ||
| Questions | 111 | ||
| Further Reading | 112 | ||
| Case Study: Collusion on the net | 112 | ||
| Case Study: Logistics and the supply chain | 113 | ||
| Customers, market segmentationand targeting | 116 | ||
| Introduction | 116 | ||
| Who are our customers? | 117 | ||
| Useful Segmentation | 118 | ||
| Requirements For A Usable Segment | 120 | ||
| Segmentation Variables | 121 | ||
| Target Marketing | 126 | ||
| Questions | 129 | ||
| Competitive Advantage | 129 | ||
| International Segmentation | 129 | ||
| Conclusion | 130 | ||
| Questions | 130 | ||
| Further Reading | 130 | ||
| Case Study: Motor industry segmentation | 131 | ||
| Case Study: On-line shopping | 133 | ||
| Marketing information | 135 | ||
| Introduction | 135 | ||
| The Nature Of Organisational Information | 135 | ||
| Types Of Organisational Information | 136 | ||
| Marketing Information | 138 | ||
| Raw Data And Information | 141 | ||
| Sources Of Marketing Information | 141 | ||
| Quality Of Data And Information | 143 | ||
| Categories of marketing information | 144 | ||
| Marketing information systems | 149 | ||
| Conclusions | 151 | ||
| Questions | 152 | ||
| Further reading | 152 | ||
| Case Study: Home shopping for groceries | 153 | ||
| The marketing offering – the fundamental link between a supplier and its customers | 154 | ||
| Introduction | 154 | ||
| What market are we in? | 155 | ||
| Products and services | 156 | ||
| Think Benefits | 157 | ||
| Think Expectations And Satisfaction | 159 | ||
| The Total Product Concept | 162 | ||
| Product Differentiation As A Fundamentalmarketing Concept | 164 | ||
| Marketing Offerings | 166 | ||
| The Original Marketing Mix | 168 | ||
| The Marketing Mix Revisited | 168 | ||
| Positioning | 172 | ||
| The Product Life Cycle | 177 | ||
| Conclusion | 179 | ||
| Questions | 180 | ||
| Further Reading | 180 | ||
| Case Study: Rock band attacks web piracy | 181 | ||
| Products and services – the acceptability factor in marketing | 182 | ||
| Introduction | 182 | ||
| What is a product? | 183 | ||
| Types of ‘product’ | 184 | ||
| Service Products | 185 | ||
| Marketing Services | 187 | ||
| A Complete Marketing Mix | 192 | ||
| The Importance Of People To Delivering Anacceptable Offering | 192 | ||
| The Process Of Product/Service Delivery | 193 | ||
| Physical Evidence | 195 | ||
| Product And Service Promises | 197 | ||
| The Quality Of Products And Services | 197 | ||
| Another Way To Consider Products – Consumer Andindustrial | 199 | ||
| Conclusion | 203 | ||
| Questions | 204 | ||
| Further Reading | 204 | ||
| Case Study: Boo(m) or bust in fashion retailing | 205 | ||
| Branding and building relationships with customers | 206 | ||
| Introduction | 206 | ||
| Branding | 208 | ||
| Building Relationships With External Customers | 216 | ||
| Customers And Consumers | 222 | ||
| Interactive And Internal Marketing | 225 | ||
| Conclusion | 226 | ||
| Questions | 227 | ||
| Further Reading | 228 | ||
| Case Study: Manchester United | 228 | ||
| Making products available | 230 | ||
| Introduction | 230 | ||
| Selection Of Channels | 233 | ||
| Types Of Distribution Channel | 238 | ||
| The Role Of Intermediaries | 242 | ||
| Vertical Integration And Franchising | 246 | ||
| Distributor Quality And Service | 248 | ||
| Getting Products Into Distribution – The Push–Pullmethods | 248 | ||
| The Role Of Overseas Agents And Distributors | 249 | ||
| Physical Distribution Management | 249 | ||
| Conclusion | 250 | ||
| Questions | 250 | ||
| Further Reading | 250 | ||
| Case Study:South Devon holiday cottage | 251 | ||
| Affordable offerings – price and value | 252 | ||
| Introduction | 252 | ||
| Components Of a Price | 253 | ||
| The Economist’s Price | 254 | ||
| Price And Competition | 256 | ||
| Price, Quality And Value | 258 | ||
| Price And Costs | 260 | ||
| Price And Organisational Objectives | 263 | ||
| Pricing Strategies | 264 | ||
| Pricing In Industrial Markets | 268 | ||
| Distributor Pricing | 269 | ||
| Pricing And Its Relation To The Marketing Mix | 269 | ||
| Price And The Product Life Cycle | 270 | ||
| Conclusion – The Art Of Pricing | 271 | ||
| Questions | 271 | ||
| Case Study: The mobile phones’ price war | 272 | ||
| Communications and promotional planning | 273 | ||
| Introduction | 273 | ||
| The Communication Process | 274 | ||
| The Dynamics Of Marketing Communications | 275 | ||
| Communication Objectives | 276 | ||
| Marketing Communications Media | 276 | ||
| Personal Channels | 277 | ||
| Non-Personal Channels | 278 | ||
| New Media | 278 | ||
| Promotional Planning | 278 | ||
| Integrated Marketing Communications (Imc) | 281 | ||
| Promotion As An Investment | 282 | ||
| The Target Audience | 282 | ||
| Promotion Funding | 285 | ||
| Promotional Mix Decisions | 287 | ||
| Promotion And The Demand Curve | 289 | ||
| Measuring Effectiveness | 290 | ||
| Conclusion | 291 | ||
| Questions | 291 | ||
| Further Reading | 292 | ||
| Case Study: Carborundum – launching a new band | 293 | ||
| Advertising | 294 | ||
| Introduction | 294 | ||
| The Scope Of Advertising | 294 | ||
| Advertising Considerations | 296 | ||
| Advertising Campaigns | 296 | ||
| Advertising Messages | 298 | ||
| Advertising Media | 299 | ||
| Advertising Agencies | 305 | ||
| Advertising Effectiveness | 309 | ||
| Questions | 310 | ||
| Further Reading | 311 | ||
| Case Study: Cavendish Hair Studios | 312 | ||
| Direct and on-line marketing | 313 | ||
| Introduction | 313 | ||
| Targeted Media | 315 | ||
| The Internet And Marketing | 317 | ||
| Internet Marketing | 318 | ||
| ‘Marcomms’ Applications | 319 | ||
| Questions | 323 | ||
| Further Reading | 323 | ||
| Case Study: UK supermarketers.com | 324 | ||
| Sales promotion, PR and relatedactivities | 326 | ||
| Introduction | 326 | ||
| Public Relations (PR) And Publicity | 326 | ||
| Sales Promotion | 332 | ||
| Sponsorship | 339 | ||
| Point-Of-Sale Displays | 342 | ||
| Packaging | 342 | ||
| Trade Fairs And Exhibitions | 344 | ||
| Conclusion | 345 | ||
| Questions | 345 | ||
| Further Reading | 346 | ||
| Case Study: Troy Wright Communications | 346 | ||
| Selling | 348 | ||
| Introduction | 348 | ||
| Types Of Sales Positions | 349 | ||
| The Principles Of Selling | 353 | ||
| The Selling Process | 355 | ||
| Sales Management | 360 | ||
| Future Trends In Selling | 367 | ||
| Conclusion | 368 | ||
| Questions | 369 | ||
| Further Reading | 369 | ||
| Case Study: Debbie Harris, candidate no. 2: key account executive post | 370 | ||
| Product policy and new productdevelopment | 372 | ||
| Introduction | 372 | ||
| The Essentials Of Product Policy | 372 | ||
| The Product Life Cycle | 374 | ||
| Development Of Product Life Cycle Analysis | 376 | ||
| Uses Of Product Life Cycle Analysis | 376 | ||
| Product Range Analysis | 378 | ||
| The Case For New Product Development | 385 | ||
| Types Of New Products | 387 | ||
| The Product Development Process | 388 | ||
| Organisation For New Product Development | 397 | ||
| Conclusion | 398 | ||
| Questions | 399 | ||
| Further Reading | 399 | ||
| Case Study: Ford chief relaunches European branding strategy | 400 | ||
| Marketing planning | 401 | ||
| Introduction | 401 | ||
| The Marketing Planning Process | 402 | ||
| The Marketing Audit | 403 | ||
| Marketing Analysis And Assumptions | 406 | ||
| Objectives And Goals | 408 | ||
| Generic Strategies – Targeting And Positioning | 410 | ||
| Product/Market Strategies | 412 | ||
| Product/Market Strategies – Product Mix Decisions | 414 | ||
| Evaluation Of Alternatives | 416 | ||
| Marketing Programmes | 416 | ||
| Allocation Of Resources | 418 | ||
| Allocating Resources To Marginal Products | 419 | ||
| Marketing Control | 420 | ||
| The Implementation Of Marketing Planning | 421 | ||
| Conclusion | 422 | ||
| Questions | 422 | ||
| Further Reading | 422 | ||
| Case Study: Direct Line | 423 | ||
| Research for marketing | 425 | ||
| Introduction | 425 | ||
| Marketing Research As An Aid To Marketing | 426 | ||
| Types Of Marketing Research | 427 | ||
| The Research Process | 429 | ||
| Conclusion | 438 | ||
| Questions | 439 | ||
| Further Reading | 439 | ||
| Case Study: Hairco GmbH | 439 | ||
| Organising marketing activities | 441 | ||
| Introduction | 441 | ||
| Organisational Structures | 442 | ||
| Internal Marketing | 450 | ||
| Organisation in an era of ‘new marketing’ | 451 | ||
| Conclusion | 453 | ||
| Questions | 454 | ||
| Further Reading | 454 | ||
| Case Study: More business applications needed: research to extend Wap services | 455 | ||
| Consumerism, ethics and socialresponsibility | 457 | ||
| Introduction | 457 | ||
| Consumerisim | 457 | ||
| Ethics | 461 | ||
| Conclusion | 466 | ||
| Questions | 466 | ||
| Further Reading | 467 | ||
| Case Study: The New Consumer is always right: | 467 | ||
| International marketing | 469 | ||
| Introduction | 469 | ||
| The International Market Environment | 469 | ||
| Company Internationalisation | 470 | ||
| Decisions Within International Marketing | 472 | ||
| Conclusion | 477 | ||
| Questions | 477 | ||
| Further Reading | 477 | ||
| Case Study: Kingston Environmental Laboratories | 478 | ||
| Marketing in action | 480 | ||
| Introduction | 480 | ||
| Consumer Marketing | 480 | ||
| Organisational Marketing | 484 | ||
| .Com M@Rketing | 486 | ||
| Services Marketing | 488 | ||
| Non-Business Marketing | 488 | ||
| Conclusion | 491 | ||
| Questions | 491 | ||
| Case Study: Satin Gold | 492 | ||
| Case Study: Business-to-business | 493 | ||
| Case Study: 3 e.com | 494 | ||
| Case Study: Services marketing | 496 | ||
| Case Study: Societal marketing | 497 | ||
| Case Study: Non-profit marketing | 498 | ||
| Glossary of marketing terms | 500 | ||
| The use of short case studies for studyingmarketing principles and practice | 508 | ||
| Index | 511 |