Efnisyfirlit

• Cover
• Title
• Copyright
• Brief Contents
• Contents
• Preface
• Preface to The Second Edition
• Preface to The First Edition
• About The Authors
• Pearson Mylab – Digital Resources
• Chapter 1: Marketing: Creating Customer Value and Engagement
• Chapter preview
• Learning objectives
• Company Case: Fast fashion gigant Hennes & Mauritz: fast expansion leader or out of fashion?
• What is marketing?
• • Marketing defined
• • The marketing process
• Understanding the marketplace and customer needs
• • Customer needs, wants and demands
• • Market offerings – products, services and experiences
• • Customer value and satisfaction
• • Exchanges and relationships
• • Markets
• Designing a customer value-driven marketing strategy
• • Selecting customers to serve
• • Choosing a value proposition
• • Marketing management orientations
• Managing customer relationships and capturing customer value
• • Customer relationship management
• Customer engagement and today’s digital and social media
• Consumer-generated marketing
• • Partner relationship management
• Capturing value from customers
• • Creating customer loyalty and retention
• • Growing share of customer
• • Building customer equity
• The changing marketing landscape
• • Social media marketing
• • Globalization
• • Urbanization and polarization
• • The call for sustainability: more ethics and social responsibility
• • The growth of not-for-profit marketing
• The main focus of this book: large, complex organizations
• • Marketing in small and medium-sizedbusinesses
• Company Case: Adminicon: a small business selling services to large corporations
• Summary
• Key terms
• Discussing the concepts
• Applying the concepts
• Marketing by the numbers
• References
• Chapter 2: Company and Marketing Strategy
• Chapter preview
• Learning objectives
• Company-wide strategic planning: defining marketing’s role
• • Defining a market-oriented mission
• • Setting company objectives and goals
• Company Case: The end of endless growth?
• Marketing strategy and the marketing mix
• • Customer value-driven marketing strategy
• Real Marketing: DuckDuckGo: Google’s tiniest, fiercest competitor
• • Developing an integrated marketing mix
• The value chain: partnering to create great offers and build relationships
• Managing the marketing effort and marketing return on investment
• • Marketing analysis
• • Marketing planning
• • Marketing implementation
• • Marketing department organization
• • Marketing control
• International marketing strategy
• • Global marketing
• • Is the company truly global? National and global attitudes
• • Standardization or local adaptation? Deciding on the global marketing programme
• Company Case: Balancing local adaptation and global efficiencies: what does local adaptation bring?
• Measuring and managing return on marketing investment
• Summary
• Key terms
• Discussing the concepts
• Applying the concepts
• Marketing by the numbers
• References
• Chapter 3: Analysing The Marketing Environment
• Chapter preview
• Learning objectives
• Company Case: Philips: analysing the marketing environment in the Middle East
• The marketing environment
• The company’s micro-environment
• • Suppliers
• • Marketing intermediaries
• • Competitors
• • Publics
• • Customers
• The company’s macro-environment
• • Demographic environment
• • Economic environment
• • Ecological environment
• Company Case: Flying in the future? Business travellers, punctuality and environmental impact
• Real Marketing: Unilever’s Knorr: ways toward a sustainable future
• • Technological environment
• • Political and social environment
• • Cultural environment 1
• Responding to the marketing environment: proactive and reactive attitudes
• Real Marketing: In the social media age: when the dialogue gets nasty
• Summary
• Key terms
• Discussing the concepts
• Applying the concepts
• Online, mobile and social media marketing
• References
• Chapter 4: Marketing Research To Gain Consumer Insights
• Chapter preview
• Learning objectives
• Real Marketing: Social media command centres: listening to and engaging customers in social space
• Marketing information and consumer insights
• Gaining consumer insights
• • Marketing information system (MIS)
• Assessing marketing information needs
• Developing marketing information
• • Internal data
• • Marketing intelligence
• The marketing research process
• • Defining the problem and research objectives
• • Developing the research plan
• • Gathering secondary data
• • Primary data collection
• • Implementing the research plan
• • Interpreting and reporting the findings
• Analysing and using marketing information
• • Customer relationship management (CRM)
• Big data and marketing analytics
• Ethnographic research and big data – two approaches to understand consumers
• Real Marketing: Netflix streams success with big data and marketing analytics
• • Distributing and using marketing information
• Marketing research does not always create the whole picture
• International marketing research
• Public policy and ethics in marketing research
• • Intrusions on consumer privacy
• Summary
• Key terms
• Discussing the concepts
• Applying the concepts
• References
• Chapter 5: Sustainable Marketing, Social Responsibility and Ethics
• Chapter preview
• Learning objectives
• Company Case: Sustainable business in non-sustainable environments: Telia Company’s challenging efforts to contribute to a sustainable society
• What is sustainable marketing?
• The sharing economy – a sustainability and business opportunity
• Sharing and platform business models
• Sustainability: the dead angle of economic growth?
• Greenwashing
• Social criticisms of marketing
• • Marketing’s impact on individual consumers
• • High advertising and promotion costs
• • Marketing’s impact on society as a whole
• • Marketing’s impact on other businesses
• Consumer actions to promote sustainable marketing
• • Consumerism
• • Environmentalism
• Business actions towards sustainable marketing
• Company Case: Ben & Jerry’s – where there are two scoops of social values: one an integral part of the company’s genetic make-up, and another in its marketing communications efforts
• • Planning for the future
• Public actions to regulate marketing
• Ethical and moral dilemmas in practicing sustainable marketing ethics
• Summary
• Key terms
• Discussing the concepts
• Applying the concepts
• Company Case: adidas: athletic apparel with purpose
• References
• Chapter 6: Consumer Markets And Consumer Buyer Behaviour
• Chapter preview
• Learning objectives
• Company Case: Buyer Involvement Explains How We Buy
• Models of consumer behaviour
• Characteristics affecting consumer behaviour
• • Cultural factors
• • Social factors
• Real Marketing: Tapping social media moms as brand ambassadors
• User-generated content
• • Personal factors
• • Psychological factors
• Types of buying decision behaviour
• • Complex buying behaviour
• • Dissonance-reducing buying behaviour
• • Habitual buying behaviour
• • Variety-seeking buying behaviour
• The buyer decision process
• • Need recognition
• • Information search
• • Evaluation of alternatives
• • Purchase decision
• • Post-purchase behaviour
• • The customer journey
• The buyer decision process for new products
• • Stages in the adoption process
• • Individual differences in innovativeness
• • Influence of product characteristics on rate of adoption
• Company Case: The Internet of Things – slow adoption
• Summary
• Key terms
• Discussing the concepts
• Applying the concepts
• Blogvertorials
• Marketing ethics
• Marketing by the numbers
• References
• Chapter 7: Business Markets and Business Buyer Behaviour
• Chapter preview
• Learning objectives
• Company Case: IBM: the world’s most valuable business-to-business brand
• Business markets
• • Market structure and demand
• • Nature of the buying unit
• • Types of decisions and the decision process
• Best Practice: IKEA: involving suppliers from start to finish
• Business buyer behaviour
• • Major types of buying situations
• • Participants in the business buying process
• • Major influences on business buyers
• Company Case: STIGA: marketing in industrial markets
• • The business buyer decision process
• • E-procurement
• Business-to-business digital and social media marketing
• Institutional and governmental markets
• • Institutional markets
• • Governmental markets
• Legislation issues
• Summary
• Key terms
• Discussing the concepts
• Applying the concepts
• E-procurement and mobile procurement
• Innocent: Proven Guilty?
• Marketing by the numbers
• Focus on technology
• Focus on ethics
• References
• Chapter 8: Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
• Chapter preview
• Learning objectives
• Company Case: Henkel’s Persil: a ‘global’ marketing success
• Market segmentation in contemporary markets
• Market segmentation
• • Segmenting consumer markets
• Best Practice: Baby boomer marketing: not a hot topic for managers?
• Best Practice: Targeting the affluent – your wish is their command
• Company Case: Spendrups: segmentation and customer orientation that drive the market
• • Segmenting business markets
• • Segmenting international markets
• • Requirements for effective segmentation
• Market targeting
• • Evaluating market segments
• • Selecting target market segments
• Company Case: Stitch Fix – online niching
• • Choosing a targeting strategy
• • Socially responsible target marketing
• Differentiation and positioning
• • Positioning maps
• • Choosing a differentiation and positioning strategy
• • Communicating and delivering the chosen position
• Summary
• Key terms
• Discussing the concepts
• Applying the concepts
• Focus on ethics
• Marketing Ethics Targeting Teens
• References
• Chapter 9: Branding: Developing Strong Brands
• Chapter preview
• Learning objectives
• Company Case: Creating a premium brand: the Audi success story
• A branding perspective
• • The branded society
• • Where does a branding perspective apply?
• • Employer branding
• Best Practice: The employees’ social network: a great marketing opportunity
• Branding strategy: building strong brands
• • Brand equity and brand value
• • Building strong brands
• Company Case: Brand sponsorship: Nordea Scandinavian Masters
• Company Case: Chiquita: using the brand as a bridge for broadening the brand width
• • Managing brands
• Cornerstones of a strong brand
• Summary
• Key terms
• Discussing the concepts
• Applying the concepts
• Marketing by the numbers
• References
• Chapter 10: Products and Services
• Chapter preview
• Learning objectives
• Company Case: Samsung: enriching customers’ lives through new-product development
• What is a product?
• • Products, services and experiences
• Company Case: Financial services: Max Matthiessen
• • Levels of product and services
• • Product and service classifications
• The product life cycle
• Product and service decisions
• • Individual product and service decisions
• • Product support services
• • Product line decisions
• • Product mix decisions
• New product development strategy
• • The new product development process
• • Idea generation
• • Idea screening
• • Concept development and testing
• • Marketing strategy development
• • Business analysis
• • Product development
• • Test marketing
• • Commercialization
• • Managing new product development
• Real Marketing: Nestlé: how the food industry leader utilizes new product development and innovation
• Services marketing
• • The nature and characteristics of a service
• • Marketing strategies for service firms
• • Service-dominant logic
• Summary
• Key terms
• Discussing the concepts
• Applying the concepts
• References
• Chapter 11: Pricing Strategies
• Chapter preview
• Learning objectives
• Company Case: It’s complicated: price-setting in the medical technology industry
• What is a price, actually?
• Factors to consider when setting prices
• • Customer perceptions of value
• Real Marketing: LEGO: successfully reviving the positioning strategy and value proposition
• • Company and product costs
• • Other internal and external considerations affecting price decisions
• Real Marketing: Apple: premium priced and worth it
• New-product pricing strategies
• • Market-skimming pricing
• • Market-penetration pricing
• Product mix pricing strategies
• • Product line pricing
• • Optional-product pricing
• • Captive-product pricing
• • By-product pricing
• • Product bundle pricing
• Price-adjustment strategies
• • Discount and allowance pricing
• • Segmented pricing
• • Psychological pricing
• • Promotional pricing
• • Geographical pricing
• • Dynamic and online pricing
• Real Marketing: Dynamic pricing at easyJet and Ryanair: climbing the skies with low prices
• • International pricing
• Price changes
• • Initiating price changes
• • Responding to price changes
• Summary
• Key terms
• Discussing the concepts
• Applying the concepts
• Marketing by the numbers
• Company Case: MSC Cruises: from one second-hand ship to a major world player
• Focus on ethics
• References
• Chapter 12: Marketing Channels
• Chapter preview
• Learning objectives
• Company Case: UNIQLO: the innovative route in fashion retailing
• Supply chains and the value delivery network
• The nature and importance of marketing channels
• • How channel members add value – a traditional approach
• • Number of channel levels
• Channel behaviour and organization
• • Vertical marketing systems
• Company Case: Zara: controlling the supply chain – and marketing channels
• • Horizontal marketing systems
• • Dependencies and conflicts in marketing channels
• Changing channel organization: a contemporary approach
• • Channel design decisions
• • One or more channels? Multichannel marketing channels
• Physical or online stores?
• Organizing efficient online retailing
• Real Marketing: Working with channel partners to create value for customers
• Omni channels
• Real Marketing: Omni channel retailing: creating a seamless shopping experience
• Designing international marketing channels
• • Deciding how to enter the market
• Company Case: Marketing channel strategies for multi-franchised premium products
• Marketing channel-management decisions
• • Legal considerations
• Marketing logistics and supply chain management
• • Major logistics functions
• • Integrated logistics management
• Retailing
• Company Case: Mystery shopping
• • Types of retailers
• • Retailer marketing decisions
• Wholesaling
• Summary
• Key terms
• Discussing the concepts
• Applying the concepts
• Focus on ethics
• Marketing by the numbers
• References
• Chapter 13: Marketing Communications
• Chapter preview
• Learning objectives
• Company Case: Volvo Cars: marketing communications as competitive edge, before, during and after a crisis
• The communication process
• Integrated marketing communications
• The marketing communications mix
• Advertising
• • Setting advertising objectives
• • Developing advertising strategy
• • Evaluating advertising effectiveness and return on advertising investment
• Public relations
• • The role and impact of public relations
• Personal selling
• • The role of the sales force
• Sales promotion
• • Consumer promotions tools
• Direct and digital marketing
• • Grass roots marketing communications and user-generated content
• • Influencer marketing
• Real Marketing: Converse: letting customers co-author the brand story
• Steps in developing effective marketing communication
• • Identifying the target audience
• • Determining the communication objectives
• • Designing a message
• Choosing communications channels and media
• • Personal communication channels
• • Non-personal communication channels
• • Selecting the message source
• Setting the total marketing communications budget and mix
• • Setting the total marketing communications budget
• Marketing communications mix strategies
• • The shifting marketing communications model
• Challenges in the contemporary marketing communications landscape
• • Communication and message saturation
• • Communicating in a polarized world
• Summary
• Key terms
• Company Case: Volvo Trucks: integrated marketing communications of epic proportions
• Discussing the concepts
• Applying the concepts
• References
• Chapter 14: Creating Competitive Advantage
• Chapter preview
• Learning objectives
• Company Case: Kodak: the competitor it didn’t see soon enough
• Competitor analysis
• • What industry are we operating in?
• • Identifying competitors
• • Industry and market definitions of competition
• • The changing nature of industry boundaries
• • Restrictions in business-to-business markets
• • Assessing competitors
• Best Practice: Synergies may create competitive advantages
• • Selecting competitors to attack and avoid
• Designing a competitive intelligence system
• Competitive strategies
• • Approaches to marketing strategy
• • Basic competitive strategies
• • Competitive positions
• • Market leader strategies
• • Market challenger strategies
• • Market follower strategies
• • Market nicher strategies
• Balancing customer and competitor orientations
• • External and internal sources of competitive advantage
• Summary
• Key terms
• Discussing the concepts
• Applying the concepts
• Company Case: YouTube: Google’s quest for video dominance
• Focus on ethics
• Marketing by the numbers
• References
• Glossary
• Company Index
• Index