Table of Contents
CONTENTS
List of tables
List of figures
Preface
Acknowledgements
1 What do marketers do?
Objectives
Introduction
Video case: Electrolux
About marketing
The development of the marketing concept
Marketing and other business disciplines
Marketing on a day-to-day basis
Marketing jobs
Key concepts in marketing
Definitions of some marketing terms
Meeting marketing resistance
Quotations about marketing
Case study 1: John Lewis Partnership
Summary
Chapter questions
Further reading
References
2 The marketing environment
Objectives
Introduction
Video case: St Paul’s Cathedral
The marketing environment
The external environment
The international environment
World trade initiatives
The internal environment
Case study 2: Volkswagen
Summary
Chapter questions
Further reading
References
3 Consumer and buyer behaviour
Objectives
Introduction
Video case: Royal Enfield
Consumer behaviour
Perception
Influences on the buying decision
Impulse buying
Industrial buying behaviour
Case study 3: Choosing a mobile phone
Summary
Chapter questions
Further reading
References
4 Segmentation, targeting and positioning
Objectives
Introduction
Video case: Birmingham
Reasons for segmenting markets
Segmentation variables
Segmenting industrial markets
Segmentation effectiveness
Global segmentation
Targeting
Positioning
Sales forecasting
Case study 4: Marketing to Mummy
Summary
Chapter questions
Further reading
References
5 Market research
Objectives
Introduction
Video case: HSBC Private Banking
The need for market research
The research process
Approaching respondents
Analysing the results
Case study 5: Borderless Access
Summary
Chapter questions
Further reading
References
6 Products, branding and packaging
Objectives
Introduction
Video case: Acme Whistles
Defining products
Classifying products
Managing the product range
Developing better products
Diffusion of innovation
Branding
Strategic issues in branding
Extending the brand
Retailers’ own-brands
Packaging
Case study 6: Wearable technology
Summary
Chapter questions
Further reading
References
7 Pricing strategies
Objectives
Introduction
Video case: Tata
Economic theories of pricing and value
Pricing and market orientation
Setting prices
Case study 7: Differential pricing
Summary
Chapter questions
Further reading
References
8 Distribution
Objectives
Introduction
Video case: Friday’s
Logistics v distribution
Wholesalers
Retailers
Selecting channels
Managing distribution channels
Efficient consumer response
Case study 8: Aldi
Summary
Chapter questions
Further reading
References
9 Marketing communications and promotional tools
Objectives
Introduction
Video case: Voluntary Service Overseas
Marketing communications theory
Developing communications
The promotional mix
Managing advertising
Sales promotion
Managing personal selling
Managing the salesforce
Managing PR
Internet marketing
Social media
Integrating the promotional mix
Case study 9: WestJet Airlines
Summary
Chapter questions
Further reading
References
10 Marketing planning, implementation and control
Objectives
Introduction
Video case: Indian tourism
The marketing planning process
The marketing audit
Corporate objectives
Internalisation strategy
Tactical planning
Organisational alternatives
Promotional strategies
Tactical approaches
Deciding the type of campaign
Putting it all together
Monitoring and evaluating marketing performance
Feedback systems
Case study 10: Waterstones
Summary
Chapter questions
Further reading
References
11 Services marketing
Objectives
Introduction
Video case: Ikea
Services v physical products
Services and consumer behaviour
Providing services
Loyalty in services
Case study 11: Marketing the law
Summary
Chapter questions
Further reading
References
12 Sustainable marketing
Objectives
Introduction
Video case: Land Rover
Relationship v traditional marketing
People with whom business is done
Developing a relationship marketing approach
Marketing ethics
Globalisation
Marketing strategy revisited
The twenty-first century marketplace
Case study 12: Temple and Webster
Summary
Chapter questions
Further reading
References
Glossary
Index
