Fundamentals of modern marketing
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| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Englewood Cliffs
Prentice-Hall
1985
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| Ausgabe: | 4. ed. |
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| Online-Zugang: | Inhaltsverzeichnis |
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| 100 | 1 | |a Cundiff, Edward W. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Fundamentals of modern marketing |c Edward W. Cundiff ; Richard R. Still ; Norman A. P. Govoni |
| 250 | |a 4. ed. | ||
| 264 | 1 | |a Englewood Cliffs |b Prentice-Hall |c 1985 | |
| 300 | |a X, 482 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
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Datensatz im Suchindex
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| adam_text | Fourth Edition
FUNDAMENTALS
OF MODERN
MARKETING
Prentice-Hall, Inc , Englewood Cliffs, New Jersey 07632
CONTENTS
Preface x/
PARTOHE Marketing as a Managerial Tool 1
1 The Emerging Role of Marketing 2
What Does Marketing Do? 4
Definition of Marketing 5
Organizational Conditions Preceding the Adoption of a Customer
Orientation 8
Communications Problems and Uncoordinated Proliferation of
Specialists 9
Environmental Factors Influencing the Adoption of a Consumer
Orientation 10
Product Changes Resulting from New Technologies 14
Changes in Marketing Channels and Physical Distribution 14
The Marketing Concept 16
Planning and Operating under the Marketing Concept 17
Implementing the Marketing Concept 17
Summary 19
2 Marketingand the Total Enterprise 24
Company Goals and the Marketing Organization 26
Marketing Organization and Transition to the Marketing Concept 27
Organization of Marketing Responsibilities in the Manufacturing
Firm 31
Organization of Marketing Responsibilities in Businesses Engaged
Mainly in Marketing-type Activities 35
Organization of Marketing Responsibilities in Service Businesses 37
Organization of Marketing Responsibilities in a Nonprofit
Organization 39
V Summary 40
PART TWO Finding the Market 44
3 Buyer Behavior 44
External Influences 47
Insights from Psychology 57
Life-style 62
Consumer Decision Making 63
Industrial Users 66
Summary 66
4 Markets and Maiket Segmentation 72
Types of Markets 74
Approaches to the Market 75
The Need for Market Segmentation 76
The Why of Market Segmentation 77
The Consumer Market and the Industrial Market 78
Segmenting the Consumer Market 79
Segmenting the Industrial Market 86
Summary 87
5 Marketing Information Systems and Maiketing
Research 90
Marketing Information and Marketing Decisions 92
Marketing Information Systems 93
Operating Data as an Internal Source of Marketing Information 96
Marketing Information from External Sources 98
Marketing Research 100
Cost and Value of Marketing Research 118
Summary 118
PART THREE Products 124
6 Products: Maiketing Characteristics, Life Cycles, and
Innovations 124
What Is a Product? 126
Consumer Goods 127
Industrial Goods 129
Product Life Cycles 132
Product Innovation and Product Line Policy 135
Vi Summary 139
•»
7 Product-Marketing Strategies 142
Product-Market Strategy Grid 144
Product Strategy Inputs 147
Summary 158
PART FOUR Distribution 164
8 The Field of Distribution 164
Some Basic Definitions 166
The Process of Distribution and Its Elements 167
Physical Distribution 170
Summary 179
9 Distribution: Roles of Producers and
Wholesalers 182
Producers 184
Wholesaling 188
Merchant Wholesalers 189
Agent Middlemen 194
Summary 199
10 Distribution: Retailing 204
The Retail Field: Size and Importance 206
Independent Stores 208
Large-scale Integrated Retailers 211
Retailer Cooperatives 217
Wholesaler-sponsored Groups 218
Consumer Cooperatives 218
Supermarkets 219
Discount Houses 220
House-to-house Selling 222
Automatic Selling 223
Franchising 224
Shopping Centers 226
The Wheel of Retailing Hypothesis and Directions of Future
Growth 229
Retailing Strategy 230
Summary 230
11 Marketing Channels 236
Types of Marketing Channels 238
Factors Influencing Channel Usage 241
Vii Producers Problems in Channel Determination and Usage 243
Building and Maintaining Middlemen s Cooperation 247
Summary 249
Summary on Distribution 250
PART FIVE Pricing 254
12 Pricing Management 254
Factors Influencing Pricing 256
Pricing Objectives 261
Price Policies 263
Summary 270
13 Pricing Strategy 274
Influence of Marketing Controllables on Price 276
Pricing Strategy and the Competitive Situation 279
Pricing Strategy for Products of Lasting Distinctiveness 280
Pricing Strategy during Market Pioneering 281
Pricing Strategy during Market Growth 285
Pricing Strategy during Market Maturity 285
Pricing Strategy during Market Decline 287
Price-setting Procedures 287
Summary 291
PART SIX Promotion 296
14 Promotional Strategy 296
Overall Marketing Strategy and Marketing Communications 298
Communications and Promotion 299
Promotion Media 301
Promotional Mixes and Strategies 306
The Promotional Appropriation 311
Promotion and Demand Stimulation 311
Summary 312
15 Personal Selling 316
Role of Personal Selling 318
Types of Salespeople 319
The Personal Selling Process 320
Planning the Personal Selling Operation 322
Managing the Sales Force 326
N/lii Summary 331
16 Advertising 334
Planning the Advertising Effort 336
Advertising Objectives 336
Advertising Policies 337
Advertising Organization 339
Advertising Strategy 341
The Advertising Appropriation 346
Managing the Advertising Effort 349
Summary 353
PARTSEVEH Marketing Strategy 35a
17 Marketing Strategy 358
Competitive Settings 361
Marketing Decisions in a Competitive Setting 364
Formulating Overall Marketing Strategy 369
Factors in Selecting Marketing Inputs 370
Optimum Combinations of Marketing Inputs 371
Implementation of Marketing Strategy 372
Evaluating Overall Marketing Strategy 373
Summary 377
PART EIGHT Marketing and Its Environment 382
18 Maiketing and Society 382
How Marketing Influences Society—the Economic Aspects 384
How Marketing Influences Society—Buyer Behavior 388
How Marketing Influences Society—the Environment 389
How Society Influences Marketing—Public Opinion and Political
Pressure 390
How Society Influences Marketing—Legislative Action 392
Summary 399
19 The International Environment 404
The International Marketing Environment 406
The Decision to Enter Foreign Markets 411
Selection of the Markets 412
Methods of Market Entry 412
The International Marketing Program 415
The Marketing Organization 423
IX Summary 424
20 The Changing Environment 430
The Changing Geographic Environment 432
The Changing American Population 432
The Changing American Culture 434
The Changing Economic Environment 437
The Changing Political Environment 440
The Changing Legal Environment 441
The Need for a Future Orientation 441
Summary 446
Appendix: The Operating Statement Operating Ratios,
and Other Analytical Ratios 449
Glossary 457
Index 469
x
|
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| author | Cundiff, Edward W. Still, Richard R. Govoni, Norman A. P. 1938- |
| author_GND | (DE-588)128690461 |
| author_facet | Cundiff, Edward W. Still, Richard R. Govoni, Norman A. P. 1938- |
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| discipline | Wirtschaftswissenschaften |
| edition | 4. ed. |
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| illustrated | Illustrated |
| index_date | 2024-09-19T14:56:23Z |
| indexdate | 2024-09-27T15:58:47Z |
| institution | BVB |
| isbn | 0133414396 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-003160445 |
| oclc_num | 10998704 |
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| physical | X, 482 S. Ill., graph. Darst. |
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| publisher | Prentice-Hall |
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| spellingShingle | Cundiff, Edward W. Still, Richard R. Govoni, Norman A. P. 1938- Fundamentals of modern marketing Marketing gtt Marketing Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 |
| title | Fundamentals of modern marketing |
| title_auth | Fundamentals of modern marketing |
| title_exact_search | Fundamentals of modern marketing |
| title_full | Fundamentals of modern marketing Edward W. Cundiff ; Richard R. Still ; Norman A. P. Govoni |
| title_fullStr | Fundamentals of modern marketing Edward W. Cundiff ; Richard R. Still ; Norman A. P. Govoni |
| title_full_unstemmed | Fundamentals of modern marketing Edward W. Cundiff ; Richard R. Still ; Norman A. P. Govoni |
| title_short | Fundamentals of modern marketing |
| title_sort | fundamentals of modern marketing |
| topic | Marketing gtt Marketing Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003160445&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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