“The 4Ps in Marketing-Mix” are part of each marketer’s basic knowledge of the subject. Marketing expert Werner Pepels explains the individual instruments of the marketing mix
— Product policy (product marketing, performance mix and program design),
— Pricing policy (countervalue mix and effective pricing),
— Promotion policy (classical advertising, online media mix and non-classical advertising),
— Placing policy (distribution mix and sales operations).
Theory-based explanations are combined with practice-oriented applications. In accordance with the chosen perspective, the examples given refer to the German market situation. The text is supported by numerous illustrations in overview form.
The textbook is aimed at students of business administration (“BWL”) with a focus on marketing. In particular, it is also intended for foreign students who want to learn more about the marketing mix in a language they are familiar with, as well as for marketing managers with an international background and/or English as their working language.
Author(s): Werner Pepels
Publisher: Berliner Wissenschafts-Verlag
Year: 2021
Language: English
Pages: 255
City: Berlin
Table of contents
List of figures
Prolog | Marketing development and marketing instruments
A. Product policy
I. Cornerstones of product marketing
1. Branded goods
2. Positioning
3. Market segmentation
II. Performance mix in marketing
1. Idea generation
2. Research and development
3. Market test
4. Product care
5. Product elimination
6. Packaging
7. Customer service
8. Product quality
9. Property rights
III. Program design
1. Conceptual dimensions
2. Program analysis
3. Program planning
B. Price policy
I. Countervalue mix in marketing
1. Significance for the success of companies
2. Mechanics of the price-performance ratio
3. Increasing the probability of purchase
4. Competition-oriented pricing
4.1 Price elasticities as parameters
4.2 Price leadership and success
5. Demand-oriented pricing
5.1 Elements of price interest
5.2 Hybrid purchasing behavior
5.3 Demand and income effects
5.4 Purchasing power as price base
6. Operational goal-oriented pricing
6.1 Price constancy
6.1.1 Premium pricing
6.1.2 Discount pricing
6.2 Price variation
6.2.1 Penetration pricing
6.2.2 Skimming pricing
6.2.3 Promotional pricing
6.3 Price innovation
7. Administered pricing
II. Effective pricing
1. Reducing price transparency
1.1 Price lines
1.2 Price construction kits
1.3 Price bundlings
1.4 Yield management
2. Internal control function of the price
2.1 Price compensation policy
2.2 Steering prices
2.3 Foreign sale disturbances
3. Terms and conditions
3.1 Terms of payment and delivery
3.2 Discounts and surcharges conditions
C. Promotion policy
I. Classical advertising media
1. Media planning
1.1 Framework data
1.2 Campaign strategy
2. Intermedia comparison
2.1 Print advertising media
2.1.1 Newspapers
2.1.2 Magazines
2.1.3 Special print media
2.1.4 Special forms of print advertising
2.2 Electronic advertising media
2.2.1 Television
2.2.1.1 TV station landscape
2.2.1.2 Special forms of TV advertising
2.2.2 Radio
2.2.3 Movie theater
2.3 Poster advertising media
2.3.1 Stationary outdoor media
2.3.2 Mobile outdoor media
2.3.3 Special forms of outdoor advertising
2.4 Adjustment of media profiles
3. Procedure for intramedia comparison
3.1 Database
3.2 Media countings
3.3 Problems with the evaluation
4. Variables of media tactics
II. Online media mix
1. Web 1.0 media
1.1 Corporate website
1.1.1 Characteristics
1.1.2 Functionalities
1.1.3 User guidance
1.2 Display advertising
1.3 Programmatic advertising
1.4 WWW metrics
1.5 Targeting routines
2. Electronic mail
2.1 E-mail service
2.2 E-mail functionalities
3. Online communities
4. Search engines
4.1 Types of search engines
4.2 Use for marketing
5. Web 2.0 media
5.1 Social network
5.2 Weblog
5.3 Media sharing
5.4 Content aggregation
6. Mobile communication
6.1 Generic media benefits
6.2 Common applications
III. Non-classical advertising instruments
1. Live advertising
1.1 Exhibition
1.2 Event
2. Direct advertising
2.1 Direct mailing
2.2 Other forms
3. Sales literature
3.1 Brochure
3.2 Catalog
4. Public relations
4.1 Traditional PR
4.2 Sponsoring
4.3 Other forms
5. Integrated communications
6. Advertising controlling
D. Place policy
I. Distribution mix in marketing
1. Sales channel as bottleneck for distribution
2. Sales channel design
2.1 Sales channel depth
2.2 Sales channel width
2.3 Sales channel structure
2.4 Sales channel system
2.5 Sales channel form
3. Forms of direct sales
3.1 Zero-stage direct sales
3.2 Half-stage direct sales
3.3 Marketplaces
3.4 E-commerce
4. Forms of indirect sales
4.1 Trade as sales stage
4.2 Retail types of business
4.3 Wholesale types of business
5. Market level relations
6. Customer equity management
II. Sales operations
1. Distribution logistics
2. Supply chain management
3. Sales promotions
3.1 Classification
3.2 Promotion mix subinstruments
3.2.1 Product and program
3.2.2 Price and conditions
3.2.3 Advertising
3.2.4 Distribution and sales
3.3 Target group allocation
English language literature sources for further study
German language literature sources for further study
Index
