Efnisyfirlit

• Title page
• Imprint page
• Preface
• About the authors
• Table of contents
• Part 1: Marketing sensing
• 1 Marketing architecture
• Introduction
• Marketing orientations
• Customer centricity
• Marketing defined
• Customer value
• Exchange
• Satisfaction
• Capturing value
• Relationships
• The marketing process
• What can be marketed?
• Managerial functions in an organisation
• Strategic planning
• The scope of marketing management functions
• Analysis
• Planning
• Growth strategies
• Target market identification
• Marketing mix elements
• Extended marketing mix
• Implementation
• Control
• Marketing structures
• The changing landscape of marketing
• Digital age
• Ethics
• Social responsibility
• Organisation of the book
• Part 1: Marketing sensing
• Part 2: Marketing strategies
• Part 3: Managing the marketing effort
• Summary
• Case study – Woolworths
• End notes
• 2 The marketing environment
• Introduction
• Marketing management and the marketing landscape
• Management and environmental change
• The composition of the marketing landscape
• The micro environment
• The market environment
• The macro environment
• The composition of the macro environment
• Dynamic business landscape
• Reviewing objectives
• Summary
• Video clips
• Case study – The influence of the Soccer World Cup … a marked increase in wine and cider sales
• End notes
• 3 Buyer behaviour
• Introduction
• Consumer buyer behaviour
• The decision-making process
• An overview of factors influencing consumer buying decisions
• Motivational factors – why consumers buy
• Individual factors influencing consumers’ buying decisions
• Group factors influencing consumer buying decisions
• Situational influences
• Industrial/organisational buyer behaviour
• Business markets versus consumer markets
• Types of buying decisions
• Participants in the buying process
• Buying decisions
• New developments in buying practice
• Reviewing objectives
• Summary
• Case study – Ackermans
• End notes
• 4 Identification of target markets
• Introduction
• Segmentation
• Merits of segmentation
• Limitations of segmentation
• Criteria for segmentation
• Analyse the characteristics and needs
• Identify bases for segmentation
• Segment the total market
• Profile the segments
• Segmentation of business markets
• Target market
• Approaches to target marketing
• Selection of attractive segments to target
• Positioning
• Definition of positioning
• Positioning statements
• Positioning maps
• Positioning strategies/approaches
• Re- and depositioning
• Errors in positioning
• Business-to-business (B2B) targeting and positioning
• Positioning of services
• Reviewing objectives
• Summary
• Video clips
• Case study – Ster-Kinekor
• End notes
• 5 Information for decision making
• Introduction
• Uncovering the need for information
• What is marketing research?
• Deciding whether to conduct marketing research
• Time availability
• Accessibility and existence of data
• The nature of the decision to be taken
• Benefits gained from marketing research
• Marketing research and market sensing
• Unique characteristics of marketing intelligence
• Marketing information systems
• Databases for marketing information
• A classification of marketing research
• Research to identify the problem
• Research to solve the problem
• Primary versus secondary data
• Quantitative versus qualitative research
• The marketing research process
• Step 1: Define the marketing research problem and set objectives
• Step 2: Decide on a suitable research design
• Step 3: Collect the data
• Step 4: Prepare and analyse the data
• Step 5: Prepare and present the results
• The South African marketing research industry
• The South African Advertising Research Foundation (SAARF)
• The Southern African Marketing Research Association (SAMRA)
• The Bureau of Market Research (BMR)
• TNS Research Surveys
• Nielsen
• International trends in marketing research
• Ethical considerations in marketing research
• Managerial implications
• Reviewing objectives
• Summary
• Case study – Facebook, finding a wealth of information
• End notes
• Part 2: Marketing Strategies
• 6 Products and services
• Introduction
• What is a product?
• Product levels
• Product classification
• Classification based on durability and tangibility
• Classification based on the target market
• Classifying services
• Product decisions
• Individual product decisions
• Product mix decisions
• Differentiating products
• New product and service development
• The importance of new products
• Organising new-product development
• The new-product development (NPD) process
• Evaluating new-product development
• Why new products fail
• The product adoption process
• Stages in the product adoption process
• Adopter categories
• The product life cycle
• Introduction stage
• The growth stage
• The maturity stage
• The decline stage
• Different product life cycles
• Reviewing objectives
• Summary
• Video clips
• Case study – Milo cereal
• Case study – Kellogg’s Special K breakfast cereal
• End notes
• 7 Branding decisions
• Introduction
• What can be branded?
• Branding of services
• Branding of individuals
• Branding of places
• The elements of a brand
• Characteristics of effective brand elements
• Branding mistakes
• The benefits of branding
• Branding strategies
• Manufacturer and private brands
• Individual and family brands
• Building strong brands
• Managerial implications
• Reviewing objectives
• Summary
• Video clips
• Case study – Rituals – where and how do brands fit in?
• End notes
• 8 Pricing decisions
• Introduction
• The role of price in marketing
• The meaning of ‘price’
• The 5 Cs of pricing
• Company objectives
• Customers
• Consumers’ price behaviour
• Costs
• Competition
• Channel members
• The pricing process
• Step 1: Identifying pricing constraints
• Step 2: Identifying pricing objectives
• Step 3: Determining the basic price
• Step 4: Determine an approximate price level
• Price adjustments
• Discounts
• Adjustments according to the geographical location of the buyer
• Product-mix pricing
• Initiating and responding to price changes
• Pricing decisions for new products
• Price skimming
• Penetration pricing
• Reviewing objectives
• Summary
• Video clips
• Case study – City Lodge Hotels – your home away from home
• End notes
• 9 Integrated marketing communication
• Introduction
• Integrated marketing communication
• Evolution
• Definitions
• Marketing communication planning
• Phase 1: Situation analysis
• Phase 2: Select appropriate opportunities
• Phase 3: Identify target market/s
• Phase 4: Develop marcom objectives
• Phase 5: Determine preliminary budget
• Phase 6: Develop strategies for the marcom mix elements and adapt budget
• Phase 7: Develop an action plan for each marcom strategy
• Phase 8: Measurement of the marcom effectiveness
• Phase 9: Develop an action plan for each marcom strategy
• In summary
• The marketing communication mix
• Advertising
• Media
• The media plan
• Sales promotion
• Marketing public relations
• Publicity
• Visual identity
• Sponsorships
• Direct marketing
• Reviewing objectives
• Application of technology
• Ethical and social considerations
• Summary
• Video clips
• Case study – KFC Rounder
• Case study – Making cats purr
• End notes
• 10 Customer interface management
• Introduction
• Culture in the organisation
• Corporate culture
• Service culture
• Boundary-spanning roles
• Service fontline staff
• Sales staff (personal selling)
• Sales environments
• Types of buyers
• The process of personal selling
• Evaluation
• Quantitative evaluation
• Rewarding performance in personal selling
• Telemarketing
• Telemarketing formats
• Processes
• Customer involvement
• Roles and functions of staff and people strategies
• Selecting the right people
• Developing and training people to deliver service quality
• Empowerment
• Providing support systems
• Retaining the best people
• Organisational structure
• Internal marketing
• Two types of management processes
• Conflict resolution
• Person/role conflicts
• Organisation/customer conflicts
• Inter-customer conflict
• Developing leadership
• Knowledge and attitude requirements
• Reviewing objectives
• Summary
• Video clip
• Case study – Beads-4-U
• End notes
• 11 Digital marketing communication
• Introduction
• The new media landscape
• The South African media landscape
• Digital communications and digital marketing
• Digital communication
• Digital marketing
• Permission marketing
• Digital tools
• Internet and e-mail marketing
• Viral marketing
• Mobile marketing (m-marketing)
• Text message applications
• Social media
• Types of social media
• Methods of using the power of social media
• Reviewing objectives
• Summary
• Video clips
• Case study: Danone Clover Yogi Sip
• End notes
• 12 The distribution decision – Creating value by leaveraging the supply chain
• Introduction
• Creating customer value through distribution
• The emergence of the demand chain
• The distribution decision-making process
• Channel concepts
• Channel management
• Distribution channel
• Basic channel functions
• Transactional functions
• Logistical functions
• Facilitating functions
• Types of distribution channel
• Consumer products
• Industrial products
• Services
• International distribution channels
• Multi-channels (also called hybrid channels)
• Distribution channel decisions
• Selection criteria
• Market coverage decisions
• Integrated distribution channels
• Vertical integration
• Horizontal integration
• Vertical marketing systems
• Vertical marketing systems and contractual systems
• Physical distribution/Logistics
• The physical distribution process
• Distribution strategy
• Planning: formulating marketing and distribution objectives
• Planning: channel alternatives
• Implementation: determining channel structure
• Control: evaluating channel performance
• Reviewing objectives
• Summary
• Video Clips
• Case study – Pick n Pay – playing catch-up in their supply chain operations
• End notes
• 13 Wholesaling and retailing in South Africa
• Introduction
• Wholesaling in South Africa
• Types of wholesalers
• Definition of retailing
• Classification of South African retailing
• Classification according to amount of service
• Classification according to product lines (assortment)
• Classification according to relative prices
• Other methods used in the classification of South African retailers
• The informal South African retailing institutions
• The evolution of retailing competition
• Wheel of retailing
• Retail accordion
• Natural selection
• The dialectic process
• the retail life cycle
• The resource advantage theory
• Trends in South African retailing
• Outshopping
• Diversification
• The strength of the informal retailing sector
• Biometrics
• The Consumer Protection Act (CPA)
• Retail strategy
• Reviewing objectives
• Summary
• Video clips
• Case study – Shoprite in Africa
• End notes
• 14 Customer value and retention
• Introduction
• Customer value
• Approaches to offering customer value
• Building customer relationships
• Relationship marketing
• The customer relationship life cycle
• Customer relationship management (CRM)
• A strategic framework for CRM
• Customer satisfaction
• The role of expectations in customer satisfaction
• Customer delight, satisfaction and dissatisfaction
• Managing customer satisfaction
• Loyalty
• Categories and types of loyalty
• The relationship marketing ladder of loyalty
• Customer retention
• Benefits and costs of customer retention
• Improving customer retention
• Further reading
• Customer retention strategies
• Selecting the right customers to build relationships with
• Reviewing objectives
• Summary
• Video clips
• Case study – What about existing customers?
• Further reading
• End notes
• 15 Global marketing
• Introduction
• Globalisation
• Scope of globalisation
• Views of globalisation
• The globalisation debate
• Driving forces behind globalisation
• Global versus domestic marketing
• Information decision making in a global context
• Putting a global marketing information system in place
• Obtaining suitable information
• Selecting suitable sources of information
• The global marketing environment
• Cultural environment
• Economic environment
• Global trade policy and institutions
• Political and legal environment
• Technological environment
• Physical environment
• The global marketing strategy
• Entering new markets
• Adaptation and standardisation put into context
• Segmentation, targeting and positioning in a global context
• Global marketing mix elements
• Mangerial implications
• Reviewing objectives
• Summary
• Case study – Lego – playing with digital blocks
• End notes
• Part 3: Managing the marketing effort
• 16 Marketing planning and implementation
• Introduction
• Strategic marketing management
• Relationship between planning and implementation
• Marketing planning
• Understanding the environment
• Strategic marketing planning
• Marketing implementation
• Organising the marketing function
• Managerial implications
• Reviewing objectives
• Summary
• Case study – Envision
• Further reading
• End notes
• 17 Measuring and managing return on the marketing investment
• Introduction
• The role of marketing metrics
• Evaluation and control
• What are marketing metrics?
• Types of metrics
• Calculation of metrics
• Basic financial metrics
• Basic customer metrics
• Customer performance metrics
• Marketing programme metrics
• Digital media metrics
• Advanced financial metrics/marketing ROI
• Managerial implications
• Marketing dashboard
• Internal coordination
• Managing return on marketing investment
• Reviewing objectives
• Summary
• Case study – Michael’s Motor Cars
• End notes
• Credits
• Index