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ESSENTIALS OF
MARKETINGSeventh Edition
MARKETINGSeventh Edition
JIM BLYTHE AND JANE MARTIN
ESSEN
TIALS O
F MA
RK
ET
ING
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Essentials of Marketing PDF eBook
Table of Contents
Front Cover
Half-Title Page
Title Page
Copyright Page
Brief Contents
Contents
List of Tables
List of Figures
Preface to the Seventh Edition
Acknowledgements
1 What do marketers do?Objectives
Introduction
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: Lush
Summary
Chapter questions
Further reading
References
2 The marketing environmentObjectives
Introduction
The marketing environment
The external environment
The international environment
World trade initiatives
Table of Contents
The internal environment
Case Study 2: Samsung
Summary
Chapter questions
Further reading
References
3 Consumer and buyer behaviourObjectives
Introduction
Consumer behaviour
Perception
Influences on the buying decision
Impulse buying
Industrial buyer behaviour
Case Study 3: Armani
Summary
Chapter questions
Further reading
References
4 Segmentation, targeting and positioningObjectives
Introduction
Reasons for segmenting markets
Segmentation variables
Segmenting industrial markets
Segmentation effectiveness
Global segmentation
Targeting
Positioning
Sales forecasting
Case Study 4: Apple
Summary
Chapter questions
Further reading
References
5 Market researchObjectives
Table of Contents
Introduction
The need for market research
The research process
Approaching respondents
Analysing the results
Case Study 5: Nike
Summary
Chapter questions
Further reading
References
6 Products, branding and packagingObjectives
Introduction
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: Subway
Summary
Chapter questions
Further reading
References
7 Pricing strategiesObjectives
Introduction
Economic theories of pricing and value
Pricing and market orientation
Setting prices
Case Study 7: KFC
Summary
Chapter questions
Table of Contents
Further reading
References
8 DistributionObjectives
Introduction
Logistics versus distribution
Wholesalers
Retailers
Selecting channels
Managing distribution channels
Efficient consumer response
Case study 8: ASOS
Summary
Chapter questions
Further reading
References
9 Marketing communications and promotional toolsObjectives
Introduction
Marketing communications theory
Developing communications
The promotional mix
Managing advertising
Sales promotion
Managing personal selling
Managing the salesforce
Managing PR
Digital marketing
Integrating the promotional mix
Case Study 9: BMW
Summary
Chapter questions
Further reading
References
10 Marketing planning,implementation and controlObjectives
Introduction
Table of Contents
The marketing planning process
The marketing audit
Corporate objectives
Internationalisation 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: Pandora
Summary
Chapter questions
Deeper thinking
Further reading
11 Services marketingObjectives
Introduction
Services versus physical products
Services and consumer behaviour
Providing services
Loyalty in services
Case Study 11: Accor Hotels
Summary
Chapter questions
Further reading
References
12 Sustainable marketingObjectives
Introduction
Relationship versus traditional marketing
People with whom business is done
Developing a relationship marketing approach
Marketing ethics
Globalisation
Table of Contents
Marketing strategy revisited
The twenty-first-century marketplace
Case Study 12: Facebook
Summary
Chapter questions
Further reading
References
GLOSSARY
INDEX
Back Cover