Additional Information
Book Details
Abstract
The Chartered Institute of Marketing foundation certificate in marketing, core text; foundation courses; 1st year undergraduate programmes; BTEC HND/C.The chartered Institute of Marketing and Cambridge International Examinations have adopted this book as the key text for the new Foundation Certificate in Marketing. In this edition there is greater attention given to the specific elements of marketing covered on the CIM/CIE syllabus, and the influence of ICT on marketing principles and practice is emphasized.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Cover | Cover | ||
| Foundation Marketing | i | ||
| Contents | vii | ||
| Preface | xi | ||
| Acknowledgements | xiv | ||
| Introduction to marketing | 1 | ||
| Introduction | 1 | ||
| What is marketing? | 2 | ||
| The growth of marketing | 8 | ||
| Alternative approaches to marketing | 14 | ||
| The practice of marketing | 17 | ||
| The scope of marketing | 22 | ||
| Key concepts | 26 | ||
| Self-Check Questions | 27 | ||
| References | 28 | ||
| Marketing in the real world | 30 | ||
| Introduction | 30 | ||
| Extending the boundaries of marketing | 31 | ||
| Services versus physical products | 33 | ||
| Modelling service provision | 37 | ||
| Non-consumer marketing | 39 | ||
| Not-for-profit marketing | 45 | ||
| Internal marketing | 50 | ||
| Marketing ethics | 53 | ||
| Key concepts | 55 | ||
| Self-Check Questions | 56 | ||
| Further study | 57 | ||
| References | 58 | ||
| The marketing environment | 59 | ||
| Introduction | 59 | ||
| What do we mean by ‘the environment’? | 60 | ||
| The macro-environment | 60 | ||
| The micro-environment | 72 | ||
| Assessing the marketing environment | 83 | ||
| Key concepts | 84 | ||
| Self-Check Questions | 85 | ||
| Further study | 86 | ||
| References | 87 | ||
| Buyer behaviour | 89 | ||
| Introduction | 89 | ||
| Consumer behaviour | 90 | ||
| Organisational buyer behaviour | 106 | ||
| Key concepts | 115 | ||
| Self-Check Questions | 116 | ||
| Further study | 117 | ||
| References | 117 | ||
| Marketing research | 119 | ||
| Introduction | 119 | ||
| What is marketing research? | 120 | ||
| Planning marketing research | 124 | ||
| Conducting marketing research | 125 | ||
| Data collection | 127 | ||
| Conducting a survey | 135 | ||
| Marketing information systems | 149 | ||
| Key concepts | 149 | ||
| Self-Check Questions | 150 | ||
| Further study | 151 | ||
| References | 152 | ||
| Target marketing | 153 | ||
| Introduction | 153 | ||
| The development of target marketing | 154 | ||
| Market segmentation | 156 | ||
| Market targeting | 167 | ||
| Market positioning | 169 | ||
| Key concepts | 174 | ||
| Self-Check Questions | 174 | ||
| Further study | 176 | ||
| References | 176 | ||
| Product | 178 | ||
| Introduction | 178 | ||
| What is a product? | 178 | ||
| Product classifications | 183 | ||
| The product portfolio | 197 | ||
| Branding | 199 | ||
| Key concepts | 205 | ||
| Self-Check Questions | 206 | ||
| Further study | 207 | ||
| References | 207 | ||
| New product development | 209 | ||
| Introduction | 209 | ||
| What is a new product? | 210 | ||
| What is innovation? | 214 | ||
| Buyer behaviour and new products | 228 | ||
| Key concepts | 231 | ||
| Self-Check Questions | 232 | ||
| Further study | 233 | ||
| References | 234 | ||
| Price | 235 | ||
| Introduction | 235 | ||
| Price in the marketing mix | 236 | ||
| Pricing objectives | 238 | ||
| Putting pricing into practice | 242 | ||
| How much is enough? Factors in setting prices | 250 | ||
| Pricing and ethics | 259 | ||
| Key concepts | 261 | ||
| Self-Check Questions | 261 | ||
| Further study | 262 | ||
| References | 263 | ||
| Distribution | 265 | ||
| Introduction | 265 | ||
| Distribution channels | 266 | ||
| What happens in distribution? | 271 | ||
| Who does what in distribution? | 272 | ||
| Channel conflict | 274 | ||
| Choosing the right channels | 277 | ||
| Retailing | 282 | ||
| Physical distribution and logistics | 289 | ||
| Distributing a service | 293 | ||
| Key concepts | 295 | ||
| Self-Check Questions | 296 | ||
| Further study | 297 | ||
| References | 298 | ||
| Promotion – introduction, advertising and direct marketing | 299 | ||
| Introduction | 299 | ||
| Integration – the way forward in promotion | 300 | ||
| Theories of advertising | 305 | ||
| Agencies and clients | 309 | ||
| Evaluating advertising | 315 | ||
| Which medium to use? | 317 | ||
| Direct marketing | 322 | ||
| Legal, decent, honest and truthful? | 326 | ||
| Key concepts | 328 | ||
| Self-Check Questions | 329 | ||
| Further study | 331 | ||
| References | 333 | ||
| Promotion – selling, sales promotion and public relations | 335 | ||
| Introduction | 335 | ||
| Selling | 336 | ||
| Motivating and managing the personal selling process | 342 | ||
| Sales promotion | 349 | ||
| Public relations | 358 | ||
| Key concepts | 369 | ||
| Self-Check Questions | 370 | ||
| Further study | 371 | ||
| References | 372 | ||
| International marketing | 373 | ||
| Introduction | 373 | ||
| The international environment | 375 | ||
| Market selection | 381 | ||
| Market entry decisions | 383 | ||
| The international marketing mix | 387 | ||
| International marketing planning | 396 | ||
| Key concepts | 397 | ||
| Self-Check Questions | 398 | ||
| Further study | 399 | ||
| References | 400 | ||
| Strategic marketing management – planning, organisation and control | 402 | ||
| Introduction | 402 | ||
| Strategic options | 404 | ||
| Marketing planning | 411 | ||
| Appendix Answers to self-check questions | 435 | ||
| Index | 457 |