MKTG4

Title page
Imprint page
Brief Contents
Contents
Guide to the text
Guide to the online resources
Part one: An introduction to marketing
Chapter 1: An overview of marketing
Overview of marketing
Marketing exchange
Marketing management philosophies
Production orientation
Sales orientation
Market orientation
Societal marketing orientation
Who’s in charge?
How organisations apply the different orientations
The organisation’s focus
The organisation’s understanding of customer value
The organisation’s attitude to customer satisfaction
Defining the organisation’s business
Identifying the product’s target audience
The organisation’s primary goal
The sales tools the organisation uses
Building relationships
Why study marketing?
Marketing plays an important role in society
Marketing is important to businesses
Marketing offers outstanding career opportunities
Marketing is important to you
Chapter 2: Marketing strategy
Why plan?
Developing a mission statement and objectives
Levels of strategy
Marketing strategic planning
Analysis of the marketing situation
Identifying competitive advantage
Identifying strategic alternatives
Developing the marketing plan
Why write a marketing plan?
What is a marketing plan?
Marketing objectives
Establishing marketing mix components for each
target market
Implementation, evaluation, and control processes
Chapter 3: Ethics and the
marketing environment
Ethics
Ethics, morality and law
Ethical theories
Personal ethics
Ethical business decision making
Ethical guidelines in business
Corporate social responsibility
Sustainability
United Nations Global Compact
The external marketing environment
Understanding the external environment
Environmental management
The sociocultural environment
Baby boomers: demanding change
Generation X: savvy and cynical
Generation Y: born to shop
Generation Z or iGeneration: the silent generation
How social media have changed our behaviour
Growth of component lifestyles
The demographic environment
The changing character of families
Multiculturalism
The economic environment
Consumer incomes
Inflation
Recession
The technological environment
The political and legal environment
Federal legislation
Regulatory agencies
The competitive environment
Industry analysis
Identifying your place in the industry
Competitor analysis
Part two: Consumer information
Chapter 4: Consumer decisionmaking
The importance of understanding consumer behaviour
The consumer decision-making process
Stage 1: Need recognition
Stage 2: Information search
Stages 3 and 4: Evaluation of alternatives and purchase
Stage 5: Post-purchase behaviour
Types of consumer buying decisions and involvement
Determining the level of consumer involvement
Marketing implications of involvement
Factors influencing consumer buying decisions
Cultural influences on consumer buying decisions
Culture and values
Social influences on consumer buying decisions
Reference groups
Opinion leaders
Family
Individual influences on consumer buying decisions
Gender
Age and family life-cycle stage
Personality, self-concept and lifestyle
Psychological influences on consumer buying
decisions
Perception
Motivation
Learning
Beliefs and attitudes
Chapter 5: Business-to-business marketing
What is business-to-
business marketing (B2B)?
Major categories of business customers
Producers
Resellers
Governments
Institutions
Types of business products
Major equipment
Accessory equipment
Raw materials
Component parts
Processed materials
Supplies
Business services
Business versus consumer markets
Demand
Purchase volume
Number of customers
Location of buyers
Distribution structure
Nature of buying
Nature of buying influence
Type of negotiations
Use of reciprocity
Use of leasing
Primary promotional method
Understand business buying behaviour
Buying centres
Evaluative criteria
Buying situations
Purchasing ethics
Customer service
Relationship marketing and strategic alliances
Chapter 6: Segmenting and targeting markets
Understanding market segmentation
Why marketers use segmentation
The process of segmenting a market
Step 1: Selecting a market or product category for study
Step 2: Select bases and descriptors/variables
for segmentation
Geographic base
Demographic base
Psychographic base
Benefit base
Usage-rate base
Step 3: Analyse and profile segments to
identify target markets
Step 4: Select targeting strategies
Undifferentiated targeting
Concentrated targeting
Step 5: Develop a positioning strategy
Perceptual mapping
Positioning bases
Segmenting for markets other than consumer markets
Segmenting business markets
Segment for a one-to-one market
Segmenting a global market
Segmentation in a social market
Chapter 7: Market research
Explain the role of market research in marketing
decision making
The role of market research
Steps in a market research project
Problem definition
Research design
Data collection and analysis
Reporting and recommendations
Following up
The profound impact of the Internet on market
research
Advantages of Internet surveys
Methods of conducting online surveys
The role of consumer-generated media (CGM) in
market research
The growing importance of mobile research
The growth of automation and artificial
intelligence (AI)
Competitive intelligence
When should market research be conducted?
Part three: Managing the marketing mix
Chapter 8: Product concepts
What is a product?
Types of products
Convenience products
Shopping products
Speciality products
Unsought products
Product items, lines and mixes
Adjustments to product items,
lines and mixes
The market uses of branding
Benefits of branding
Branding strategies
Generic products versus branded products
Manufacturers’ brands versus private brands
Individual brands versus family brands
Co-branding
Trademarks
Packaging and labelling
Packaging functions
Labelling
Greenwashing
Universal product codes
Quick response codes
Product guarantees and warranties
Chapter 9: Developing and managing products
The product life cycle (PLC)
Introductory stage
Growth stage
Maturity stage
Decline stage
Implications for marketing management
The importance of new products
Categories of new products
The new-product development process
New-product strategy
Idea generation
Idea screening
Business analysis
Development
Test marketing
Commercialisation
Global issues in new-product development
The spread of new products
Diffusion of innovation
Product characteristics and the rate of adoption
Marketing implications of the adoption process
Chapter 10: Services, non-profit and other intangibles
The importance of services marketing
How services differ from goods
Intangibility
Inseparability
Heterogeneity
Perishability
Service quality
The gap model of service quality
Marketing mixes for services
Product (service) strategy
Service as a process
Core and supplementary service products
Customisation or standardisation?
The service mix
Place (distribution) strategy
Promotion strategy
Price strategy
Relationship marketing in services
Internal marketing in service organisations
Global issues in services marketing
Non-profit-organisation marketing
What is non-profit-organisation marketing?
Unique aspects of non-profit organisation marketing
strategies
Product decisions
Place (distribution) decisions
Promotion decisions
Pricing decisions
Marketing in the collaborative economy
Peer-to-peer marketing
The concept of value in marketing
Chapter 11: Marketing channels and distribution decisions
Marketing channels
Providing specialisation and division of labour
Overcoming discrepancies
Providing contact efficiency
Channel intermediaries and their functions
Types of channel intermediaries
Channel functions performed by intermediaries
Channel structures
Channels for consumer products
Channels for business and industrial products
Alternative channel arrangements
Issues that influence channel strategy
Factors affecting channel choice
Levels of distribution intensity
Channels and their relationships
Social influences in channels
Channel conflict
Global channel relationships
Supply chains and supply chain management
Benefits of supply chain management
Supply chain integration
The key processes of supply chain management
Customer relationship management
Customer service management
Demand management
Order fulfilment
Manufacturing flow management
Supplier relationship management
Product development and commercialisation
Returns management
How supply chain functions affect company success
Supply management
Inventory control
Order processing
Production
Warehousing and materials handling
Transportation
Supply chain technologies
Sustainable supply chain management
Trends in supply chain management
Outsourcing logistics functions
Supply chain risk, security and resilience
Electronic distribution
Blockchains
Global logistics and supply chain management
Channel and distribution decisions: retail and services
The role of retailing
Classification of retail operations
Main types of retail operations
Services
Chapter 12: Integrated marketing communication (IMC)
Introducing integrated marketing
communication (IMC)
Traditional media and digital marketing
What is digital marketing?
The communication process
The sender and encoding
Message transmission
The receiver and decoding
Feedback
The communication process and the promotional mix
The goals and tasks of promotion
Informing
Persuading
Reminding
The elements of the promotional mix and the
factors affecting it
Personal selling
Direct marketing
Advertising
Sales promotion
Public relations
Social media
Social commerce
Social media and IMC
Factors affecting the promotional mix
Nature of the product
Stage in the product life cycle
Target market characteristics
Type of buying decision
Availability of funds for promotion
Push and pull strategies
Promotional goals and the AIDA concept
AIDA and the promotional mix
Chapter 13: The promotions mix
The importance and effects of advertising
Advertising and market share
Advertising and the consumer
Advertising and brand loyalty
Advertising and product attributes
Creating an advertising campaign
Institutional advertising
Product advertising
The process of developing an advertising campaign
Determining campaign objectives
Making creative decisions
Post-campaign evaluation
Making media decisions
Media type
Media selection considerations
Media scheduling
Sales promotion
The objectives of sales promotion
Tools for consumer sales promotion
Public relations
Major PR tools
Managing unfavourable publicity
Personal selling
Relationship selling
Selling in the technology age
Customer relationship management (CRM) and
personal selling
Leveraging customer information
Social media
The listening system
Identifying social media objectives
Evaluation and measurement
of social media
Social behaviour of consumers
Social networks
Chapter 14: Pricing
The importance of price
What is price?
The importance of price to marketing managers
Pricing objectives
Profit-oriented pricing objectives
Sales-oriented pricing objectives
Status-quo pricing objectives
The demand determinant of price
The nature of demand
How demand and supply establish prices
Elasticity of demand
The cost determinant of price
Mark-up pricing
Other determinants of price
Stages in the product life cycle
The competition
Distribution strategy
The impact of the electronic environment
Promotion strategy
Demands of large customers
The relationship of price to quality
How to set a price on a product
Establish pricing goals
Estimate demand, costs and profits
Choose a price strategy
The legality and ethics of price strategy
Unfair trade
Price fixing or collusion
Price discrimination
Predatory pricing
Tactics for finetuning the base price
Discounts, allowances, rebates and value pricing
Value-based pricing
Geographic pricing
Special pricing tactics
Part four: The world of marketing
Chapter 15: Global marketing
The impact of global marketing
Developing a global vision
Importance of global marketing
The external environment global marketers face
Culture
Economic and technological development
Doing business in China and India
Political structure
Demographic make-up
Natural resources
Global marketing by an organisation
Exporting
Licensing
Contract manufacturing
Joint venture
Direct foreign investment
The global marketing mix
Product and promotion
Pricing
Place (distribution)
Global retailing
Effect of the Internet on global marketing
Social media in global marketing
Chapter 16: Marketing and new technology
The impact of the changing environment on
marketing
Sociocultural environment
Economic environment
Political and legal environment
Competitive environment
Technological environment
The impact of disruptive technologies on marketing
practice and strategy
Crowdsourcing
Technology and entrepreneurship
Operating systems and mobile technology
Market research and technology
The impact of new technologies and media
on business-to-business (B2B), business-to-consumer
(B2C) and peer-to-peer (P2P) markets
B2B markets
B2C markets
P2P markets
Emerging issues affecting marketing
Virtual worlds and virtual reality
Value and co-creation
Analytics and metrics
Artificial intelligence (AI)
Conclusion
Endnotes
Index
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