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Contents Guided tour 000 Guided tour: student resources on the website 000 Preface 000 Acknowledgements 000 About the authors 000 Part one Marketing now 000 Chapter one Marketing now 000 Previewing the concepts 000 Prelude case Bye-bye Ryanair 000 Introduction 000 What is marketing? 000 l Marketing defined 000 l The marketing process 000 Understanding the marketplace and customer needs 000 l Needs, wants and demands 000 l The market offering - products, services and experiences 000 l Value, satisfaction and quality 000 l Exchanges, transactions and relationships 000 l Markets and the marketing system 000 Designing a customer-driven marketing strategy 000 l Selecting customers to serve 000 l Choosing a value proposition 000 l Marketing management orientations 000 l Building profitable customer relationships 000 Real Marketing 1.1 'Whatever people say I am, that's what I'm not' 000 Preparing an integrated marketing plan and programme 000 Building customer relationships 000 l Customer relationship management 000 Capturing value from customers 000 l Creating customer loyalty and retention 000 l Growing share of customer 000 l Building customer equity 000 Real Marketing 1.2 A new dawn? 000 The new marketing landscape 000 l Sustainability 000 l Not-for-profit marketing 000 l The electronic marketplace 000 l The global marketplace 000 Marketing in the noughties 000 l Marketing now (Part 1) 000 l Markets (Part 2) 000 l Strategic marketing (Part 3) 000 l The marketing mix (Parts 4 to 7) 000 So, what is marketing? Pulling it all together 000 Reviewing the concepts 000 Discussing the concepts 000 Applying the concepts 000 References 000 Company case 1 Build-A-Bear Workshop 000 Chapter two Sustainable marketing: marketing ethics and social responsibility 000 Previewing the concepts 000 Prelude case NSPCC: Full Stop to child cruelty 000 Introduction 000 l Social criticisms of marketing 000 l Marketing's impact on individual consumers 000 l Marketing's impact on society as a whole 000 Real Marketing 2.1 The Dove Campaign for Real Beauty 000 Marketing's impact on other businesses 000 Citizen and public actions to regulate marketing 000 l Consumer movements 000 l Environmentalism 000 l Public actions to regulate marketing 000 Business actions towards socially responsible marketing 000 l Enlightened marketing 000 l Marketing ethics 000 l Sustainable marketing 000 Real Marketing 2.2 From Plato's Republic to supermarket slavery 000 Reviewing the concepts 000 Discussing the concepts 000 Applying the concepts 000 References 000 Company case 1 Nestl¿: singled out again and again 000 Chapter three Strategic marketing 000 Previewing the concepts 000 Prelude case Poor little rich brands 000 Introduction 000 Strategic planning 000 l Overview of planning 000 l The planning process 000 The strategic plan 000 l The mission 000 l From mission to strategic objectives 000 l Strategic audit 000 l SWOT analysis 000 l The business portfolio 000 l Developing growth strategies 000 Real Marketing 3.1 Albumart.com: But will we make money? 000 Real Marketing 3.2 KISS (Keep It Simple Stupid) 000 Marketing relationships 000 l Partnering with customers 000 l Partnering with other company departments 000 l Partnering with others in the marketing system 000 The marketing plan 000 l Executive summary 000 l Marketing audit 000 l SWOT analysis 000 l Objectives and issues 000 l Marketing strategy 000 l Marketing mix 000 l Marketing implementation 000 l Marketing budgets 000 l Marketing controls 000 Marketing organisation 000 Reviewing the concepts 000 Discussing the concepts 000 Applying the concepts 000 References 000 Company case 3 Starbucks 000 Part two Markets 000 Chapter four The marketing environment 000 Previewing the concepts 000 Prelude case Big food has a lot on its plate 000 Introduction 000 The company's microenvironment 000 l The company 000 l Suppliers 000 l Marketing intermediaries 000 l Customers 000 l Competitors 000 l Publics 000 The company's macroenvironment 000 l Demographic environment 000 l Economic environment 000 l Natural environment 000 l Technological environment 000 l Political environment 000 l Cultural environment 000 Real Marketing 4.1 Marketing to those who have it all 000 Real Marketing 4.2 Cashing in on environmental awareness 000 Responding to the marketing environment 000 Reviewing the concepts 000 Discussing the concepts 000 Applying the concepts 000 References 000 Company case 4 Toyota Prius: green or geek machine? 000 Chapter five Consumer markets 000 Previewing the concepts 000 Prelude case Harley-Davidson Motofietsen-Tud om te ruden 000 Introduction 000 Models of consumer behaviour 000 Characteristics of consumer behaviour 000 l Cultural factors 000 l Social factors 000 l Personal factors 000 l Psychological factors 000 Consumer decision process 000 Types of buying decision behaviour 000 l Complex buying behaviour 000 l Dissonance-reducing buying behaviour 000 l Habitual buying behaviour 000 l Variety-seeking buying behaviour 000 Real Marketing 5.1 Pong: marketing's final frontier 000 The buyer decision process 000 l Need recognition 000 l Information search 000 l Evaluation of alternatives 000 l Purchase decision 000 l Postpurchase behaviour 000 The buyer decision process for new products 000 l Stages in the adoption process 000 l Individual differences in innovativeness 000 l Influence of product characteristics on rate of adoption 000 Real Marketing 5.2 Sustainable consumption: Green Sham's Law 000 Consumer behaviour across international borders 000 Reviewing the concepts 000 Discussing the concepts 000 Applying the concepts 000 References 000 Company case 5 Shoot the dog: bye-bye Aibo 000 Chapter six Business-to-business marketing 000 Previewing the concepts 000 Prelude case Concorde is dead-the booming Busjet market 000 Introduction 000 Business markets 000 l Market structure and demand 000 l Nature of the buying unit 000 l Types of decisions and the decision process 000 Real Marketing 6.1 IKEA: working with suppliers to customers clamouring for more 000 Business buyer behaviour 000 l Major types of buying situations 000 l Participants in the business buying process 000 l Major influences on business buyers 000 l The business buying process 000 l E-procurement: buying on the Internet 000 Institutional and government markets 000 l Institutional markets 000 l Government markets 000 Real Marketing 6.2 Political graft: wheeze or sleaze? 000 Reviewing the concepts 000 Discussing the concepts 000 Applying the concepts 000 References 000 Company case 6 Biofoam: just peanuts? 000 Chapter seven Marketing research 000 Previewing the concepts 000 Prelude case Market researching HIV/AIDS in Africa: a little achieves the unimaginable 000 Introduction 000 Assessing marketing information needs 000 Developing marketing information 000 l Internal data 000 l Marketing intelligence 000 l Why is Europe different? 000 Marketing research 000 l Defining the problem and research objectives 000 l Developing the research plan 000 l Gathering secondary data 000 l Primary data collection 000 l Implementing the research plan 000 l Interpreting and reporting the findings 000 Real Marketing 7.1 'Touchy-feely' research into consumer motivations 000 Analysing marketing information 000 Distributing and using marketing information 000 Other marketing information considerations 000 l Marketing research in small businesses and non-profit organisations 000 l International marketing research 000 l Public policy and ethics in marketing research 000 Real Marketing 7.2 Video mining 000 Reviewing the concepts 000 Discussing the concepts 000 Applying the concepts 000 References 000 Company case 7 Enterprise Rent-A-Car: measuring service quality 000 Part three Core strategy 000 Chapter eight Relationship marketing 000 Previewing the concepts 000 Prelude case 'The most important part of a car is the distributor' 000 Introduction 000 Satisfying customer needs 000 Defining customer value and satisfaction 000 l Customer value 000 l Customer satisfaction 000 Real Marketing 8.1 Cold turkey has got me on the run 000 Delivering customer value and satisfaction 000 l Value chain 000 l Total quality management 000 Customer value 000 l Customer retention 000 Real Marketing 8.1 M1M marketing and morphing products 000 Relationship marketing 000 l Selective relationship management 000 l Customer relationship management 000 l When to use relationship marketing 000 l Partner relationship management 000 Reviewing the concepts 000 Discussing the concepts 000 Applying the concepts 000 References 000 Company case 8 Abel & Cole-the Greener Grocer 000 Chapter nine Segmentation and positioning 000 Previewing the concepts 000 Prelude case Classic Car Club 000 Introduction 000 Market segmentation 000 l Segmenting consumer markets 000 l Segmenting business markets 000 l Segmenting international markets 000 l Requirements for effective segmentation 000 Market targeting 000 l Evaluating market segments 000 l Selecting target market segments 000 l Socially responsible target marketing 000 Real Marketing 9.1 The place is the thing 000 Differentiation and positioning 000 l Positioning maps 000 l Choosing a differentiation and positioning strategy 000 l Communicating and delivering the chosen position 000 Real Marketing 9.2 Staples: on the button 000 Reviewing the concepts 000 Discussing the concepts 000 Applying the concepts 000 References 000 Company case 9 Coffee-Mate 000 Chapter ten Competitive strategy 000 Previewing the concepts 000 Prelude case PS3 blues and X-box 360¡ turn as wee Wii wins 000 Introduction 000 Competitor analysis 000 l Identifying competitors 000 l Assessing competitors 000 l Selecting competitors to attack and avoid 000 l Designing a competitive intelligence system 000 Real Marketing 10.1 Marketing where the money is: customer coddling 000 Competitive strategies 000 l Approaches to marketing strategy 000 l Basic competitive strategies 000 l Competitive positions 000 l Market leader strategies 000 l Market challenger strategies 000 l Market follower strategies 000 l Market nicher strategies 000 Real Marketing 10.2 Tesco: playing in the big guys' back yard 000 Balancing customer and competitor orientations 000 Company case 10 Bose: competing by being truly different 000 Part four Product 000 Chapter eleven Product and branding strategy 000 Previewing the concepts 000 Prelude case L'Or¿al: are you worth it? 000 Introduction 000 What is a product? 000 l Products, services and experiences 000 Real Marketing 11.1 Naming brands: part science, part art, and more than a little instinct 000 Product decisions 000 l Individual product decisions 000 l Product-line decisions 000 l Product-mix decisions 000 Branding strategy: building strong brands 000 l Brand equity 000 l Building strong brands 000 Additional product considerations 000 l Product decisions and social responsibility 000 l International product decisions 000 Real Marketing 11.2 Mattel, 'Made in China' and 10,000 doll tears 000 Reviewing the concepts 000 Discussing the concepts 000 Applying the concepts 000 References 000 Company case 11 Is it a phone? No! Is it an MP3 player? No! Is it an Internet company? Yes, it's Ovi! 000 Chapter twelve New-product development and product life-cycle strategies 000 Previewing the concepts 000 Prelude case Hoki, by any other name, tastes just as oily 000 Introduction 000 New-product development strategy 000 l Risks and returns in new-product development 000 l Why do new products fail? 000 l What influences new-product success? 000 The new-product development process 000 l New-product strategy 000 l Idea generation 000 l Idea screening 000 l Concept development and testing 000 l Marketing strategy development 000 l Business analysis 000 l Product development 000 l Test marketing 000 l Commercialisation 000 Real Marketing 12.1 Electrolux: cleaning up with customer-centred, team-based new-product development 000 Managing new-product development 000 l Customer-centred new-product development 000 l Team-based new-product development 000 l Systematic new-product development 000 Product life-cycle strategies 000 l Introduction stage 000 l Growth stage 000 l Maturity stage 000 l Decline stage 000 Real Marketing 12.2 Smile! Leica captures the good old days 000 Reviewing the concepts 000 Discussing the concepts 000 Applying the concepts 000 References 000 Company case 12 CEM: innovating out of decline 000 Chapter thirteen Marketing services 000 Previewing the concepts 000 Prelude case Stena Line: sailing out of troubled waters 000 Introduction 000 Nature and characteristics of a service 000 l Defining services and categories of service mix 000 l Service characteristics and marketing implications 000 Marketing strategies for service firms 000 l Three additional Ps 000 l The service-profit chain 000 l Managing differentiation 000 l Managing service quality 000 l Managing productivity 000 Real Marketing 13.1 Moral marketing pays: doing well by doing good 000 Marketing in non-profit organisations 000 l The non-profit environment 000 l Characteristics of non-profit marketing 000 l Marketing strategies for non-profit organisations 000 Real Marketing 13.2 Oxfam: sustainable fashion 000 Reviewing the concepts 000 Discussing the concepts 000 Applying the concepts 000 References 000 Company case 13 The Ritz 000 Part five Price 000 Chapter fourteen Pricing 000 Previewing the concepts 000 Prelude case The Oresund Bridge: over or under, down and out, again and again 000 What is price? 000 Factors to consider when setting prices 000 l Customer perceptions of value 000 l Other internal and external considerations affecting pricing decisions 000 Real Marketing 14.1 Economic Value Added 000 New-product pricing strategies 000 l Market-skimming pricing 000 l Market-penetration pricing 000 Product-mix pricing strategies 000 l Product line pricing 000 l Optional-product pricing 000 l Captive-product pricing 000 l By-product pricing 000 l Product-bundle pricing 000 Price-adjustment strategies 000 l Discount and allowance pricing 000 l Segmented pricing 000 l Psychological pricing 000 l Promotional pricing 000 l Geographical pricing 000 l Dynamic pricing 000 l International pricing 000 Real Marketing 14.2 Pricing around the world 000 Price changes 000 l Initiating price changes 000 l Responding to price changes 000 Reviewing the concepts 000 Discussing the concepts 000 Applying the concepts 000 References 000 Company case 14 BMI Baby, Buzz, ValuJet, easyJet: easy come, easy go 000 Part six Promotion 000 Chapter fifteen Communicating customer value: integrated marketing communications strategy 000 Previewing the concepts 000 Prelude case Rolls-Royce 000 Introduction 000 The promotion mix 000 Integrated marketing communications 000 l The new marketing communications landscape 000 l The shifting marketing communications model 000 l The need for integrated marketing communications 000 Real Marketing 15.1 For fun, fame and fortune, try do-it-yourself (DIY) advertising 000 A view of the communication process 000 Steps in developing effective communication 000 l Identifying the target audience 000 l Determining the communication objectives 000 l Designing a message 000 l Choosing media 000 l Collecting feedback 000 Setting the total promotion budget and mix 000 l Setting the total promotion budget 000 l Setting the overall promotion mix 000 l Integrating the promotion mix 000 Socially responsible marketing communication 000 l Advertising and sales promotion 000 l Personal selling 000 Real Marketing 15.2 We're decent, legal, honest and truthful: Who needs laws? 000 Reviewing the concepts 000 Discussing the concepts 000 Applying the concepts 000 References 000 Company case 15 Absolut Vodka: Samantha and the Hunk on the Level 000 Chapter sixteen Advertising and public relations 000 Previewing the concepts 000 Prelude case Bored? Let's play Monopoly 000 Introduction 000 Advertising 000 Important decisions in advertising 000 l Setting advertising objectives 000 l Setting the advertising budget 000 l Developing advertising strategy 000 l Evaluating advertising effectiveness and return on advertising investment 000 Real Marketing 16.1 Mobile advertising: signing up for real-time discounts 000 Other advertising considerations 000 l Organising for advertising 000 l International advertising decisions 000 Public relations 000 l The role and impact of public relations 000 l Major public relations tools 000 l Major public relations decisions 000 Real Marketing 16.2 Bed and breakfast IKEA style 000 Reviewing the concepts 000 Discussing the concepts 000 Applying the concepts 000 References 000 Company case 16 Ninety per cent of spend wasted! 000 Chapter seventeen Personal selling and sales promotion 000 Previewing the concepts 000 Prelude case Arla Foods - rethinking its sales force strategy and structure 000 Personal selling 000 l The nature of personal selling 000 l The role of the sales force 000 Managing the sales force 000 l Designing sales force strategy and structure 000 l Recruiting and selecting salespeople 000 l Training salespeople 000 l Compensating salespeople 000 l Supervising salespeople 000 l Evaluating salespeople 000 The personal selling process 000 l Steps in the selling process 000 l Personal selling and customer relationship management 000 Real Marketing 17.1 Cross-cultural selling: in search of universal values 000 Sales promotion 000 l Rapid growth of sales promotion 000 l Setting sales promotion objectives 000 l Major sales promotion tools 000 l Developing the sales promotion programme 000 Real Marketing 17.2 Sales promotions under siege: What should companies do? 000 Reviewing the concepts 000 Discussing the concepts 000 Applying the concepts 000 References 000 Company case 17 Britcraft Jetprop: Whose sale is it anyhow? 000 Chapter eighteen Direct and online marketing: building direct customer relationships 000 Previewing the concepts 000 Prelude case Cool Diamonds: are they forever? 000 Direct marketing 000 l The new direct-marketing model 000 Growth and benefits of direct marketing 000 l Benefit to buyers 000 l Benefit to sellers 000 Customer databases and direct marketing 000 Forms of direct marketing 000 l Direct-mail marketing 000 l Catalogue marketing 000 l Telephone marketing 000 l Direct-response television marketing 000 l Kiosk marketing 000 l New digital direct marketing techniques 000 Real Marketing 18.1 'Flick to click' shoppers turn to new page 000 Online marketing 000 l Marketing and the Internet 000 l Online marketing domains 000 l Types of online marketers 000 l Setting up an online marketing presence 000 l The promise and challenges of online marketing 000 Real Marketing 18.2 Corporate website performance: are you being served? 000 Integrated direct marketing 000 l Public policy and ethical issues in direct marketing 000 l A need for action 000 Reviewing the concepts 000 Discussing the concepts 000 Applying the concepts 000 References 000 Company case 18 Viagogo goes west 000 Part seven Place 000 Chapter nineteen Managing marketing channels 000 Previewing the concepts 000 Prelude case Good Hair Day (GHD) 000 Supply chains and the value delivery network 000 The nature and importance of marketing channels 000 l How channel members add value 000 l Number of channel levels 000 Channel behaviour and organisation 000 l Channel behaviour 000 l Channel organisation 000 Real Marketing 19.1 Disintermediation: the music industry dances to a new iTune 000 Channel design decisions 000 l Analysing customer needs 000 l Setting channel objectives 000 l Identifying the major channel alternatives 000 l Evaluating the main channel alternatives 000 l Designing international distribution channels 000 Channel management decisions 000 l Selecting channel members 000 l Managing and motivating channel members 000 l Evaluating channel members 000 Marketing logistics and supply chain management 000 l The nature and importance of marketing logistics 000 l Goals of the logistics system 000 l Major logistics functions 000 l Integrated logistics management 000 Real Marketing 19.2 High-tech logistics pave way for greener trucking 000 Channel trends 000 l Retailing and wholesaling trends 000 Reviewing the concepts 000 Discussing the concepts 000 Applying the concepts 000 References 000 Company case 19 Zara-the fast and furious giant of fashion 000 Chapter twenty The global marketplace 000 Previewing the concepts 000 Prelude case J¿germeister Rock'n'Race 000 Global marketing today 000 Looking at the global marketing environment 000 l The international trade system 000 l Economic environment 000 l Political-legal environment 000 l Cultural environment 000 Deciding whether to go international 000 Deciding which markets to enter 000 Real Marketing 20.1 Emerging markets: elusive targets 000 Deciding how to enter the market 000 l Exporting 000 l Joint venturing 000 l Direct investment 000 Real Marketing 20.2 LG Electronics: think locally; succeed globally 000 Deciding on the global marketing programme 000 l Standardisation or adaptation for international markets? 000 l Product 000 l Promotion 000 l Price 000 l Distribution channels 000 Deciding on the global marketing organisation 000 l Export department 000 l International division 000 l Global organisation 000 Reviewing the concepts 000 Discussing the concepts 000 Applying the concepts 000 References 000 Company case 20 The global wine SCAM: soil, climate, aspect and mystique 000 Glossary 000 Subject index 000 Company index 000 Guided Tour 000
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