Marketing 5th Edition An Introduction

Your Guide to Using This BookList of Focus BoxOnline ResourcesAbout the AuthorsPraise from lecturersPART ONE THIS IS MARKETING1 Marketing TodayMarketing challengesIntroductionWhat is marketing?Mixed terminology: concept, philosophy or function?What marketing is notBefore marketingThe evolution of marketingDemand and supplyExchangesMarketsStrategic orientationsFocusing on customersCustomers or consumers?Marketing’s changing emphasisRetaining valuable customersIntroducing the marketing mixMarketing today and tomorrowSummaryMini case study: Reducing the paw-printChallenges reviewedReading aroundTest yourselfReferences2 The Marketing EnvironmentMarketing environment challengesIntroductionMarket dynamicsStakeholdersEnvironmental informationMarketing environment modelsThe macro-environmentThe competitive environmentThe organisational environment (the internal environment)The market environmentThe international marketing environmentSituation analysisSummaryMini case study: A brighter world or a dark future?Challenges reviewedReading aroundTest yourselfReferencesPART TWO MAKING SENSE OF MARKETS3 Buyer BehaviourBuyer behaviour challengesIntroductionThe consumer decision-making processTypes of buying decisionsLevels of involvementInfluences on consumer buyer behaviourThe consumer decision-making process for new productsOrganisational purchasesCharacteristics of organisational marketsComplexity of the organisational buying processThe buying centreThe organisational buying processOrganisational purchase criteriaSummaryMini case study: Getting thereChallenges reviewedReading aroundTest yourselfReferences4 Market Segmentation, Targeting and PositioningMarket segmentation challengesIntroductionMarket attractivenessWhat are markets?Why segment and target markets?Criteria for determining good market segmentsSegmentation approachesSegmentation in consumer marketsSegmentation in business marketsTargetingTargeting strategiesPositioningPositioning strategiesRepositioningThe five-stage process from market segmentation to positioningSummaryMini case study: Who’s listening?Challenges reviewedReading aroundTest yourselfReferences5 Marketing ResearchMarketing research challengesIntroductionThe use and value of marketing researchThe marketing research processEthics in marketing researchAreas of marketing researchSecondary (desk) researchCommercially available researchPrimary researchContrasting quantitative and qualitative researchPrimary research methods and techniquesQuantitative surveysQuestionnaire designObservation techniquesQualitative studiesPre-testing, tracking and post-testingSamplingTest marketingQuality of marketing informationSummaryMini case study: Making moneyChallenges reviewedReading aroundTest yourselfReferencesPART THREE THE MARKETING MIX6 ProductProduct challengesIntroductionWhat is a product?The total product offerProduct typesBrandingProduct developmentThe importance of innovationTypes of new productThe product development processThe product life cycleProduct portfolio managementSummaryMini case study: Everyone has to grow up sometime, even the Lynx ladChallenges reviewedReading aroundTest yourselfReferences7 Service ProductsService product challengesIntroductionThe importance of servicesThe nature of servicesCharacteristics of servicesDifferent types of serviceThe services marketing mixService qualityBranding servicesService logic in contemporary marketingService recoverySummaryMini case study: Rock PlanetChallenges reviewedReading aroundTest yourselfReferences8 Promotion (Marketing Communications)Promotion challengesIntroductionManaging promotionMarketing communications objectivesPromotional strategyThe marketing communications processInfluencing customersMarketing communications mediaThe marketing communications mixAdvertisingPublic relations (PR)Sales promotionPersonal sellingDirect marketing communicationSearch marketingMarketing communications regulationsSetting the marketing communications budgetSummaryMini case study: Red Bull – daring to be differentChallenges reviewedReading aroundTest yourselfReferences9 PlacePlace challengesIntroductionThe importance of distributionChannel membersThe right space and timeDiffering views of placePlace managementDesigning the supply chainOverseas operations and market entry optionsSources of power and conflict in the supply chainMarketing functions in the supply chainDigital channelsSummaryMini case study: Hotel ChocolatChallenges reviewedReading aroundTest yourselfReferences10 PricePrice challengesIntroductionWhy it is so important to get the price rightPricing viewpointsPricing in the mixPricing objectivesPricing techniquesPricing methodsPricing strategiesInternational pricingPricing tacticsChanging the pricePrice elasticity of demandPricing on the InternetSummaryMini case study: ‘Taxi!’ or is it ‘Ride-share!’?Challenges reviewedReading aroundTest yourselfReferencesAppendixPART FOUR MANAGING MARKETING11 Building Brands: Using the Marketing MixBrand-building challengesIntroductionBrandingBrand management: concepts and terminologyBrand equityBrand typesBrand architecturesBrand strategiesGlobal brandingBrand loyaltyThe marketing mix: a recapPackaging: the fifth P?The extended marketing mix: 7PsMixing it (integrating the marketing mix)Varying the mix through a product’s lifeCriticisms of the marketing mixSummaryMini case study: Small objects of desireChallenges reviewedReading aroundTest yourselfReferences12 Marketing PlanningMarketing planning challengesIntroductionThe marketing planning processSituation analysisBusiness missionMarketing objectivesMarketing strategyInternational marketing strategyMarketing operations and implementation: tactics, resources and actionContingency plansMarketing evaluation and controlOrganising for marketingTop-down or bottom-up planning?SummaryMini case study: The Microsoft of retailChallenges reviewedReading aroundTest yourselfReferencesGlossaryIndex