Key marketing concepts
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| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Basingstoke [u.a.]
Macmillan
1995
|
| Ausgabe: | 1. publ. |
| Schriftenreihe: | Macmillan business
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
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| LEADER | 00000nam a2200000 c 4500 | ||
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| 005 | 20040211 | ||
| 007 | t| | ||
| 008 | 960213s1995 xx ad|| |||| 00||| eng d | ||
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| 035 | |a (DE-599)BVBBV010607824 | ||
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| 100 | 1 | |a Meldrum, Mike |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Key marketing concepts |c Mike Meldrum and Malcolm McDonald |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a Basingstoke [u.a.] |b Macmillan |c 1995 | |
| 300 | |a XII, 246 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a Macmillan business | |
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Selling | |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 0 | |5 DE-604 | |
| 700 | 1 | |a McDonald, Malcolm |d 1938- |e Verfasser |0 (DE-588)118107585 |4 aut | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007076361&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-007076361 | |
Datensatz im Suchindex
| _version_ | 1819752972540706816 |
|---|---|
| adam_text | I Contents
List of Tables vii
List of Figures viii
Foreword x
Checklist of Concepts xi
Group A Understanding the Basics of Marketing 1
1 Understanding Marketing 3
2 A Marketing Orientation 7
3 The Marketing Mix 11
4 International Marketing 17
5 Relationship Marketing 21
6 Marketing and Ethics 27
Group B Understanding Different Forms of Marketing 31
7 Marketing Consumer Products {by S. Knox) 33
8 Marketing Industrial Products 37
9 Marketing Service Products 41
10 Marketing High tech Products 47
11 Trade Marketing {by M. Jenkins) 53
12 Marketing Capital Goods 57
Group C Understanding Markets and Competitors 61
13 Marketing Information and Research 63
14 Preparing the Marketing Research Brief and Proposal 69
15 Auditing a Market 73
16 Constructing a SWOT 77
17 Market Segmentation 83
18 International Market Segmentation 87
19 Competitor Analysis 91
20 Consumer Buying Behaviour 97
21 Organisational Buyer Behaviour 103
v
vi Contents [
Group D Understanding Product Management 109 ;
22 The Product Life cycle 111
23 Diffusion of Innovation 117
24 The Ansoff Matrix 121
25 The Boston Matrix 127
26 The Directional Policy Matrix 133
27 Developing New Products 141
Group E Understanding Positioning 147
28 Branding 149
29 Pricing Strategies 153
30 Setting a Price 159
31 Advertising 163
32 Public Relations 169
Group F Understanding Marketing Relationships 173
33 Personal Selling 175
34 Managing the Sales Team 179
35 Channel Strategy 185
36 Channel Management 189
37 Sales Promotion 193
38 Customer Retention Strategies 199
39 Customer Service Strategies 205
40 Database Marketing 209
Group G Understanding Marketing Planning and Control 217
41 Forecasting Future Sales 219
42 Marketing Planning 225
43 International Product Planning 231
44 Organisational Structure and Marketing 237
45 Budgeting for Marketing 243
I List of Tables
3.1 Product variables 12
3.2 Pricing variables 12
4.1 Environment differences when marketing overseas 18
4.2 Key questions in international marketing 20
5.1 Tendencies inherent in a transaction approach to marketing 21
9.1 Major examples of service industries 41
9.2 Variations in product tangibility 42
13.1 Main areas of market research 64
13.2 Top ten marketing research topics 64
15.1 The marketing audit checklist 75
19.1 Guide to market competitive position classifications 93
19.2 Alternative business directions 94
19.3 Individual competitor analysis 95
22.1 Typical marketing mix strategies for different life cycle
stages 116
24.1 Kinds of new products and markets 125
26.1 Criteria which might make a market attractive 135
26.2 Factors which might be considered, or which may yield,
business strengths 136
26.3 The ten steps involved in producing a DPM 138
28.1 Bipolar scales for brand positioning 151
29.1 Appeal of a cost approach to pricing 157
29.2 Problems of a cost approach to pricing 157
31.1 Suggested pro forma for an advertising plan 166
33.1 The advantages of personal selling 178
34.1 Further quantitative objectives for a sales force 180
34.2 Setting objectives for an individual sales representative 181
35.1 Major forms of intermediaries 187
37.1 Types of sales promotions 195
38.1 Industries with traditionally high defection rates, where
customer retention improvements can have a significant
impact 202
40.1 Myths and realities about databases 210
40.2 Problems of reconciling internal and external market audits 211
40.3 Examples of business objectives and segmentation methods 213
40.4 The main components of a market database system 215
43.1 Areas requiring attention in international product planning 235
vii
I List of Figures
3.1 Channel possibilities, for the produce of a market gardener 15
5.1 Expanded marketing mix 23
5.2 The relationship marketing six markets model 24
6.1 Consumerism s way to better marketing 30
7.1 The components of a brand 35
7.2 The consumer s decision environment 35
8.1 Continuum of industrial marketing 38
9.1 Continuum of tangible intangible possibilities 43
10.1 The technology life cycle 50
11.1 The trend towards supplier retailer convergence 54
16.1 Establishing competitive positions using critical success
factors 79
16.2 Strengths and weaknesses analysis 79
16.3 Opportunities matrix 81
16.4 Threats matrix 81
17.1 Example of segmentation of toothpaste market 85
19.1 Competitor analysis 94
20.1 Components of a consumer s purchase decision 98
21.1 Organisational buying behaviour model 104
22.1 Standard product life cycle curve HI
22.2 Phases in the product life cycle 113
22.3 Alternative product life cycle 115
23.1 The diffusion of the innovation curve 118
24.1 The Ansoff Matrix 122
24.2 An extended product/market matrix 126
25.1 The Boston Matrix 127
25.2 The experience curve 128
25.3 The Boston Matrix cash flow implications 130
26.1 The Directional Policy Matrix (DPM) 133
26.2 Four strategic categories 137
26.3 Programme guidelines suggested for different positioning on
the DPM 139
27.1 New product classification 142
27.2 Cultural blockages to new product initiatives 144
27.3 Risk and new product development 145
30.1 The price continuum 159
viii
List of Figures ix
39.1 Example of customer service trade off matrix 207
40.1 Information flows in a marketing system 213
42.1 Strategic and tactical marketing plans 229
42.2 Strategic and operational planning cycle 230
44.1 Organisational structure and marketing 238
I Checklist of Concepts
Advertising 163 7
Ansoff Matrix, the 121 6
Auditing a market 73 6
Boston Matrix, the 127 31
Branding 149 52
Budgeting for marketing 243 6
Capital goods, marketing 57—60
Channel management 189 92
Channel strategy 185 8
Competitor analysis 91 5
Consumer buying behaviour 97 102
Consumer products, marketing 33 6
Customer retention strategies 199 204
Customer service strategies 205 8
Database marketing 209 16
Developing new products 141 6
Diffusion of innovation 117 20
Directional Policy Matrix, the 133 9
Ethics, marketing and 27 30
Forecasting future sales 219 23
High tech products, marketing 47 51
Industrial products, marketing 37—40
International market segmentation 87 8
International marketing 17 20
xi
xii Checklist of Concepts
International product planning 226 35
Managing the sales team 179 83
Market segmentation 83 6
Marketing information and research 63 8
Marketing mix, the 11 16
Marketing orientation, a 7 9
Marketing planning 225 10
Organisational buying behaviour 103 8
Organisational structure and marketing 237 42
Personal selling 175 8
Preparing the marketing research brief and proposal 69 71
Price, setting a 159 62
Pricing strategies 153 7
Product life cycle, the 111 16
Public relations 169 72
Relationship marketing 21 5
Sales promotion 193 7
Service products, marketing 41 6
SWOT, constructing a 77 82
Trade marketing 53 5
Understanding marketing 3 6
|
| any_adam_object | 1 |
| author | Meldrum, Mike McDonald, Malcolm 1938- |
| author_GND | (DE-588)118107585 |
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| dewey-ones | 658 - General management |
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| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. publ. |
| format | Book |
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| id | DE-604.BV010607824 |
| illustrated | Illustrated |
| indexdate | 2024-12-23T14:05:27Z |
| institution | BVB |
| isbn | 0333645634 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-007076361 |
| oclc_num | 36528985 |
| open_access_boolean | |
| owner | DE-703 |
| owner_facet | DE-703 |
| physical | XII, 246 S. Ill., graph. Darst. |
| publishDate | 1995 |
| publishDateSearch | 1995 |
| publishDateSort | 1995 |
| publisher | Macmillan |
| record_format | marc |
| series2 | Macmillan business |
| spellingShingle | Meldrum, Mike McDonald, Malcolm 1938- Key marketing concepts Marketing gtt Marketing Selling Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 |
| title | Key marketing concepts |
| title_auth | Key marketing concepts |
| title_exact_search | Key marketing concepts |
| title_full | Key marketing concepts Mike Meldrum and Malcolm McDonald |
| title_fullStr | Key marketing concepts Mike Meldrum and Malcolm McDonald |
| title_full_unstemmed | Key marketing concepts Mike Meldrum and Malcolm McDonald |
| title_short | Key marketing concepts |
| title_sort | key marketing concepts |
| topic | Marketing gtt Marketing Selling Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Selling |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007076361&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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