fourth edition Dr Frances Brassington Dr Stephen Pettitt FT Prentice Hall FINANCIAL TIMES Senior Lecturer Oxford Brookes University

Size: px
Start display at page:

Download "fourth edition Dr Frances Brassington Dr Stephen Pettitt FT Prentice Hall FINANCIAL TIMES Senior Lecturer Oxford Brookes University"

Transcription

1 fourth edition Dr Frances Brassington Senior Lecturer Oxford Brookes University Dr Stephen Pettitt Deputy Vice Chancellor University of Luton s FT Prentice Hall FINANCIAL TIMES An imprint of Pearson Education. Harlow, England London New York Boston San Francisco -Toronto Sydney Tokyo «Singapore Hong Kong Seoul -Taipei New Delhi Cape Town Madrid Mexico City Amsterdam Munich «Paris Milan

2 contents Guided tour Preface xxii xiv About the authors Acknowledgements xxvi xxvii part one marketing and its environment Video review case: 'Let Bertolli bring some Italian "gusto" - a taste for life - into your home' 3 1 Marketing dynamics 5 Learning objectives 5 Introduction 5 Marketing defined 7 The marketing concept in the organisation 24 Marketing management responsibilities 28 Marketing scope 34 Chapter summary 38 Keywords and phrases 39 Questions for review 39 Questions for discussion 39 Case study 1.1 Mais I'innocence enfin n'a rien a redouter 40 Case study 1.2 Tween queens 42 References 44 2 The European marketing environment 47 Learning objectives 47 Introduction 47 The nature of the European marketing environment 49 The sociocultural environment 53 The technological environment 64 The economic and competitive environment 71 The political and regulatory environment 80 Chapter summary 90 Key words and phrases 91 Questions for review 91 Questions for discussion 91 Case study 2.1 Does the muffin herald a new ice age? 91 Case study 2.2 Flower power 93 References 95 Video review case questions 96 customers and markets Video review case: MTV: rocking all over the world 99 3 Consumer behaviour 100 Learning objectives 100 Introduction 100 The decision-making process 102 Buying situations 112 Environmental influences 115 Psychological influences: the individual 117 Sociocultural influences: the group 125 Chapter summary 137 Key words and phrases 137 Questions for review 138 Questions for discussion 138 Case study 3.1 Reaching the youth market: euroteens 138 Case study 3.2 'Vend me your leers' 140 References B2B buying behaviour 145 Learning objectives 145 Introduction 145 Defining B2B marketing 146 B2B customers 149 Characteristics of B2B markets 152 Buying decision-making process 162 Roles in the buying process 168 The buying centre 172 Buying criteria 175 The changing nature of supply chains 179 Chapter summary 183 Key words and phrases 183 Questions for review 184 Questions for discussion 184 Case study 4.1 Alstom China 184 Case study 4.2 Supplying rolling stock 187 References Segmenting markets 192 Learning objectives 192 Introduction 192 The concept of segmentation 193 Segmenting B2B markets 194 Segmenting consumer markets 197 Implementation of segmentation 212 Benefits of segmentation 217

3 X CONTENTS Dangers of segmentation 218 Criteria for successful segmentation 219 Chapter summary 220 Key words and phrases 220 Questions for review 221 Questions for discussion 221 Case study 5.1 Neu Engineering 221 Case study 5.2 The pink pound 223 References Marketing information and research 227 Learning objectives 227 Introduction 227 Marketing research: definition and role 229 Types of research 233 Marketing information systems 237 Decision support systems 242 The marketing research process 243 Secondary research 248 Primary research 249 Ethics in marketing research 274 Chapter summary 276 Key words and phrases 276 Questions for review 276 Questions for discussion 277 Case study 6.1 SM A: finding the right formula 111 Case study 6.2 Personal questions in an up-and-coming market 279 References 280 Video review case questions 282 product 8 Product management 337 Learning objectives 337 Introduction 337 The product lifecycle 339 Market evolution 350 Managing the product mix 357 Customer specified products 368 Product management and organisation 370 European product strategy 371 Chapter summary 374 Key words and phrases 375 Questions for review 375 Questions for discussion 375 Case study 8.1 Sunrise, sunset... and sunrise again? 376 Case study 8.2 Camping it up 377 References New product development 382 Learning objectives 382 Introduction 382 The meaning of a new product 383 The importance of new product development 388 The new product development process 390 New product failure 409 Trends in NPD process management 411 Chapter summary 418 Key words and phrases 418 Questions for review 418 Questions for discussion 419 Case study 9.1 Untapped potential: the new product that went down the drain 419 Case study 9.2 Because we're worth it 421 References 423 Video review case questions 426 Video review case: Bacardi: staying sober in a competitive market Anatomy of a product 287 Learning objectives 287 Introduction 287 Meaning of a product 288 Product classification 291 Understanding the product range 298 Branding 301 Packaging 317 Product design, quality and guarantees 321 Chapter summary 329 Key words and phrases 329 Questions for review 330 Questions for discussion 330 Case study 7.1 Small, but perfectly formed 330 Case study 7.2 Viagra: facing up to stiffer competition and those who are faking it 332 References 333 Video review case: Organon: valuing health Pricing: context and concepts 431 Learning objectives 431 Introduction 431 The role and perception of price 432 Pricing contexts 436 External influences on the pricing decision 442 Internal influences on the pricing decision 453 The European influence on pricing 457 Chapter summary 461 Key words and phrases 461 Questions for review 462 Questions for discussion 462 Case study 10.1 An away win for the OFT 462 Case study 10.2 Diamonds: chipping away at a rock solid monopoly 464 References 466

4 CONTENTS 11 Pricing strategies 469 Learning objectives 469 Introduction 469 Pricing objectives 471 Pricing policies and strategies 476 Setting the price range 486 Pricing tactics and adjustments 498 Issues in pricing 500 Chapter summary 505 Key words and phrases 506 Questions for review 506 Questions for discussion 507 Case study 11.1 Flat screens, flattening prices 507 Case study 11.2 Driving pricing decisions 508 References 510 Video review case questions 512 part five place Video review case: Fruit-tella: chewing over distribution issues Marketing channels and logistics 518 Learning objectives 518 Introduction 518 Definition of marketing channels 519 Channel strategy 534 Channel structure 540 Behavioural aspects of channels 543 The nature of physical distribution and logistics 550 Customer service concept 561 Chapter summary 566 Key words and phrases 567 Questions for review 567 Questions for discussion 567 Case study 12.1 Sweet harmony in the distribution channel 568 Case study 12.2 French hypermarkets and their smaller suppliers 570 References Retailers and wholesalers 574 Learning objectives 574 Introduction 574 The nature of retailing and wholesaling 575 The structure of the European retail sector 580 Types of retailer 587 Non-store retailing 598 Retailer strategy 600 Wholesalers and distributors 614 Chapter summary 615 Key words and phrases 616 Questions for review 616 Questions for discussion 616 Case study 13.1 On time every time: the key components of success 617 Case study 13.2 The fresh appeal of the farmers' market 618 References 621 Video review case questions 623 part six promotion Video review case: Lancöme: 'Beauty is a rose that Lancome holds out to the whole world' Integrated marketing communication 630 Learning objectives 630 Introduction 630 Communications theory 632 Communications planning model 640 Communications planning model: review 660 Chapter summary 661 Key words and phrases 661 Questions for review 661 Questions for discussion 662 Case study 14.1 Flying in from Rio 662 Case study 14.2 Taking a healthy attitude to communication 664 References Advertising 668 Learning objectives 668 Introduction 668 The role of advertising in the promotional mix 669 Formulating the advertising message 675 Advertising media 688 Using advertising agencies 697 Developing an advertising campaign 700 Chapter summary 710 Key words and phrases 712 Questions for review 712 Questions for discussion 712 Case study 15.1 PlayStation: continuing to push the right buttons 713 Case study 15.2 Getting real about getting behind the wheel 714 References Sales promotion 719 Learning objectives 719 Introduction 719 The role and definition of sales promotion 720 Consumer sales promotion methods (1): moneybased 728 Consumer sales promotion methods (2): productbased 733 Consumer sales promotion methods (3): gift-, prize-, or merchandise-based 739

5 XII CONTENTS Consumer sales promotion methods (4): storebased 746 Methods of promotion to the retail trade 747 Sales promotion to B2B markets 751 Managing sales promotion 752 Chapter summary 757 Key words and phrases 757 Questions for review 758 Questions for discussion 758 Case study 16.1 Learning to manage your money 759 Case study 16.2 Whether it's 1 or 1000, they want your loyalty 761 References Personal selling and sales management 765 Learning objectives 765 Introduction 765 The definition and role of personal selling 767 Tasks of the sales representative 771 Forms of personal selling 775 The personal selling process 780 Sales management 793 Chapter summary 807 Key words and phrases 808 Questions for review 808 Questions for discussion 809 Case study 17.1 Colomer: Spanish leather 809 Case study 17.2 Irish Fire Products 811 References Direct marketing and exhibitions 815 Learning objectives 815 Introduction 815 The definition of direct marketing 817 The rise of direct marketing 818 Techniques of direct marketing 821 The role of direct marketing in the promotional mix 851 Managing a direct marketing campaign 852 Database creation and management 856 Trade shows and exhibitions 859 Chapter summary 867 Key words and phrases 868 Questions for review 868 Questions for discussion 868 Case study 18.1 A direct bank with a High Street presence 869 Case study 18.2 From 'The Big Country' to 'The Real Wales' 870 References Public relations and sponsorship 874 Learning objectives 874 Introduction 874 The definition of public relations 875 The role of public relations 880 Techniques in public relations 882 Evaluation 891 Corporate reputation 893 Corporate identity 896 Sponsorship 903 Evaluating sponsorship 917 Chapter summary 918 Key words and phrases 919 Questions for review 919 Questions for discussion 919 Case study 19.1 Don't blame us, blame our supplier! 920 Case study 19.2 'The biggest food scare since BSE' 921 References 924 Video review case questions 927 part seven marketing management Video review case: Pricewaterhouse Coopers: 'Connected Thinking' Strategic marketing 935 Learning objectives 935 Introduction 935 Definitions and perspectives 937 Strategic marketing analysis 945 Growth strategies for marketing 953 Marketing and competitive strategy 962 Competitive positions and postures 974 Chapter summary 984 Key words and phrases 984 Questions for review 985 Questions for discussion 985 Case study 20.1 Prudential (A): An evolving competitive strategy 985 Case study 20.2 The power of the voice 988 References Marketing planning, management and control 993 Learning objectives 993 Introduction 993 Strategic marketing plans and planning 995 The marketing planning process 998 Market potential and sales forecasting 1015 Organising marketing activities 1025 Controlling marketing activities 1030 Marketing planning for the smaller business 1033 Chapter summary 1042 Key words and phrases 1043 Questions for review 1043 Questions for discussion 1044 Case study 21.1 Do you want something quick and thrashy? 1044

6 CONTENTS Case study 21.2 Prudential (В): Moving from strategy to action 1046 References Services and non-profit marketing 1051 Learning objectives Introduction Perspectives on service markets 1052 Services marketing management 1063 Franchising 1082 Non-profit marketing 1095 Chapter summary 1103 Key words and phrases Questions for review 1105 Questions for discussion 1105 Case study Developing a new franchise proposal: budget-priced hostels 1105 Case study 22.2 Full Stop 1106 References International marketing 1111 Learning objectives Introduction The meaning of international marketing 1113 Understanding international markets 1122 Market entry methods International marketing strategy 1142 Chapter summary 1154 Key words and phrases 1154 Questions for review 1155 Questions for discussion 1155 Case study Going international in banking: standardisation or adaptation? 1155 Case study 23.2 The good, the bad and the ugly 1157 References E-marketing and new media 1162 Learning objectives 1162 Introduction 1162 Internet marketing 1163 Marketing and new media 1184 Chapter summary Key words and phrases Questions for review Questions for discussion 1202 Case study /oves me, e-loves me not 1202 Case study 24.2 lastminute.com: inspiration and solutions 1205 References 1207 Video review case questions 1209 Glossary 1210 Index 1222 Index of company names 1252 Supporting resources Visit to find valuable online resources Companion Website for students Video review case studies with questions and suggested answers Interactive Study Guide including self-assessment questions, interactive diagrams and Video Lounge Multiple choice questions with Grade Tracker function to test your learning and monitor your progress Annotated links to relevant websites for every chapter Flashcards to test your knowledge of key terms and definitions An online glossary to explain key terms For instructors Complete, downloadable Instructor's Manual PowerPoint slides that can be downloaded and used as OHTs Video gallery Testbank with over 1000 questions Discussion questions and answers Video review case answers Marketing updates Also: The Companion Website with Grade Tracker provides the following features: Search tool to help locate specific items of content Online help and support to assist with website usage and troubleshooting For more information please contact your local Pearson Education sales representative or visit

MICROECONOMICS. London School of Economics. University of Western Ontario. Prentice Hall FINANCIAL TIMES

MICROECONOMICS. London School of Economics. University of Western Ontario. Prentice Hall FINANCIAL TIMES .&*,- *>"> MICROECONOMICS Saul Estrin London School of Economics David Laidler University of Western Ontario Michael Dietrich University of Sheffield Prentice Hall FINANCIAL TIMES An imprint of Pearson

More information

Marketing Management. PhiLip. Kevin Lane. Mairead. MalcoLm. forben. Prentice Hall PEARSON

Marketing Management. PhiLip. Kevin Lane. Mairead. MalcoLm. forben. Prentice Hall PEARSON PhiLip Kevin Lane Mairead MalcoLm forben Marketing Management PEARSON Prentice Hall Harlow, England London New York Boston San Francisco Toronto Sydney Singapore Hong Kon Tokyo Seoul Taipei New Delhi Cape

More information

Essential Guide to. Second edition. Nfeiriaifi Buirk o l-v -. j-, Financial Times Prentice Hall Is an imprint of I". ( J

Essential Guide to. Second edition. Nfeiriaifi Buirk o l-v -. j-, Financial Times Prentice Hall Is an imprint of I. ( J Nfeiriaifi Buirk W@@i Essential Guide to H n ( J D o l-v -. j-, Second edition Financial Times Prentice Hall Is an imprint of '. j' Harlow, England London New York Boston San Francisco Toronto "Sydney

More information

Fifth Edition CONSUMER BEHAVIOUR

Fifth Edition CONSUMER BEHAVIOUR Fifth Edition CONSUMER BEHAVIOUR PEARSON Harlow, England London New York Boston San Francisco Toronto -Sydney Auckland Singapore,- _ Hon 8 Kon 8 * Tok y ' Seoul Taipei New Delhi Cap, Town. Sao Pauio Mexico

More information

Svend Hollensen. Prentice Hall

Svend Hollensen. Prentice Hall Svend Hollensen Prentice Hall FINANCIAL TIMES An imprint of Pearson Education Harlow, England London New York Boston San Francisco Toronto Sydney Tokyo Singapore Hong Kong Seoul Taipei New Delhi Cape Town

More information

Gaining and Sustaining Competitive Advantage

Gaining and Sustaining Competitive Advantage Fourth Edition Gaining and Sustaining Competitive Advantage Jay B. Barney The Ohio State University Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London

More information

An Introduction. Twelfth Edition. Global Edition. O GARY ARMSTRONG University of North Carolina. Q PHILIP KOTLER Northwestern University PEARSON

An Introduction. Twelfth Edition. Global Edition. O GARY ARMSTRONG University of North Carolina. Q PHILIP KOTLER Northwestern University PEARSON An Introduction Twelfth Edition Global Edition O GARY ARMSTRONG University of North Carolina Q PHILIP KOTLER Northwestern University PEARSON Boston Columbus Indianapolis New York San Francisco Upper Saddle

More information

Economic Approaches to Organizations

Economic Approaches to Organizations Economic Approaches to Organizations Sytse Douma Tilburg University, the Netherlands Hein Schreuder DSM NV and Maastricht University, the Netherlands Prentice Hall FINANCIAL TIMES An imprint of Pearson

More information

Economic Approaches to Organizations

Economic Approaches to Organizations ... Economic Approaches to Organizations Sytse Douma Tilburg University, the Netherlands Hein Schreuder Vlerick Business School, Belgium PEARSON Harlow, England London New York Boston San Francisco Toronto

More information

Consumer Behavior. Buying, Having, and Being. Tenth Edition Global Edition. Michael R. Solomon

Consumer Behavior. Buying, Having, and Being. Tenth Edition Global Edition. Michael R. Solomon Consumer Behavior Buying, Having, and Being Tenth Edition Global Edition Michael R. Solomon Saint Joseph's University and The University of Manchester (U.K.) PEARSON Boston Columbus Indianapolis New York

More information

PEARSON. Addison Wesley

PEARSON. Addison Wesley PEARSON Addison Wesley Boston San Francisco N e w York London Toronto Sydney Tokyo Singapore Madrid Mexico City Munich Paris Cape Town Hong Kong Montreal :. - - } r / : '... : '. : : I Preface i Overview

More information

Accounting for Society and the. Rob Gray, Carol A. Adams and Dave Owen

Accounting for Society and the. Rob Gray, Carol A. Adams and Dave Owen Accountability, Social Responsibility and Sustainability Accounting for Society and the Environment Rob Gray, Carol A. Adams and Dave Owen PEARSON Marlow, England London New York Boston San Francisco Toronto

More information

Opportunities for Action in Consumer Markets. Myths and Realities of On-Line Retailing

Opportunities for Action in Consumer Markets. Myths and Realities of On-Line Retailing Opportunities for Action in Consumer Markets Myths and Realities of On-Line Retailing Myths and Realities of On-Line Retailing Business success is grounded in the ability to understand where the economy

More information

Natural Resource and Environmental Economics

Natural Resource and Environmental Economics Natural Resource and Environmental Economics Fourth Edition Roger Perman Yue Ma Michael Common David Maddison James McGilvray Addison Wesley is an imprint of Harlow, England London New York Boston San

More information

Technology Strategies for the Hospitality Industry

Technology Strategies for the Hospitality Industry Second Edition Technology Strategies for the Hospitality Industry Peter D. Nyheim The Pennsylvania State University Daniel J. Connolly University of Denver with Lesley Holmer Steven Durham Prentice Hall

More information

Program Evaluation Methods and Case Studies

Program Evaluation Methods and Case Studies Test Bank for Program Evaluation Methods and Case Studies Eighth Edition Emil J. Posavac Loyola University of Chicago Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River

More information

STRATEGIC COMPENSATION

STRATEGIC COMPENSATION Sixth Edition STRATEGIC COMPENSATION A HUMAN RESOURCE MANAGEMENT APPROACH Joseph J. Martocchio University of Illinois at Urbana-Champaign PEARSON Pearson Education International Boston Columbus Indianapolis

More information

Introduction to. marketing. theory and practice. Second edition. Adrian Palmer OXFORD UNIVERSITY PRESS

Introduction to. marketing. theory and practice. Second edition. Adrian Palmer OXFORD UNIVERSITY PRESS Introduction to marketing theory and practice Second edition Adrian Palmer OXFORD UNIVERSITY PRESS Preface Acknowledgments Guided tour of the textbook features v vii viii Marketing: the fundamentals 1

More information

A Strategic Approach

A Strategic Approach V A Strategic Approach eleventh edition Barry Benr.an Hofstra University tvans Hofstra Univeristy Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town

More information

Challenging Stakeholders

Challenging Stakeholders 5 Ways to Engage Challenging Stakeholders Graham Crawshaw MCIPS Director of Content December 2016 Not familiar with CASME? 40 benchmarking reports and procurement guides published each year A network of

More information

Fourth Edition. E-Business and. Dave Chaffey. Strategy, Implementation and Practice

Fourth Edition. E-Business and. Dave Chaffey. Strategy, Implementation and Practice Fourth Edition E-Business and E-Commerce Management Strategy, Implementation and Practice Dave Chaffey E-Business and E-Commerce Management Strategy, Implementation and Practice Visit the E-Business and

More information

STRATEGIC COMPENSATION

STRATEGIC COMPENSATION Seventh Edition STRATEGIC COMPENSATION A HUMAN RESOURCE MANAGEMENT APPROACH Joseph J. Martocchio University of Illinois at Urbana-Champaign PEARSON Boston Columbus*f;Indianapolis New York San Francisco

More information

Global Model Workstation

Global Model Workstation Global Model Workstation The Oxford Economics Global Model Workstation provides a rigorous and consistent structure for forecasting and testing scenarios. Because our economic and industry models are fully

More information

Negotiation and Dispute Resolution

Negotiation and Dispute Resolution Online Test Bank to accompany Negotiation and Dispute Resolution 1 st Edition Beverly DeMar Suzanne De Janasz Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam

More information

7TH EUROPEAN EDITION. "P Pearson

7TH EUROPEAN EDITION. P Pearson 7TH EUROPEAN EDITION "P Pearson Marlow, England London New York Boston San Francisco * Toronto Sydney Dubai Singapore * Hong Kong Tokyo Seoul Taipei New Delhi * Cape Town Säo Paulo * Mexico City * Madrid

More information

IM SYLLABUS (2019) MARKETING IM 23 SYLLABUS

IM SYLLABUS (2019) MARKETING IM 23 SYLLABUS IM SYLLABUS (2019) MARKETING IM 23 SYLLABUS 1 Marketing IM 23 Syllabus (Available in September) 1 Paper (3 hours) Syllabus objectives The syllabus is intended to encourage candidates to: Understand and

More information

Marketing Communications in Tourism and Hospitality

Marketing Communications in Tourism and Hospitality Marketing Communications in Tourism and Hospitality This page intentionally left blank Marketing Communications in Tourism and Hospitality Concepts, Strategies and Cases Scott McCabe AMSTERDAM BOSTON HEIDELBERG

More information

Chapter 2 The Role of IMC in the Marketing Process. Learning Objectives. Learning Objectives

Chapter 2 The Role of IMC in the Marketing Process. Learning Objectives. Learning Objectives Chapter 2 The Role of IMC in the Marketing Process Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

More information

Hay Group Spectrum. The next generation HR solution

Hay Group Spectrum. The next generation HR solution Hay Group Spectrum The next generation HR solution Today, you can t afford to have anything less than an integrated approach to HR. An approach that delivers real insights to strategic decision-making.

More information

Warehousing: Charting the Way to a Winning Strategy

Warehousing: Charting the Way to a Winning Strategy Warehousing: Charting the Way to a Winning Strategy Strong headwinds are challenging how companies operate their warehouses. Successful navigation hinges on optimizing capacity, improving utilization,

More information

Management. 1 Demonstrate an understanding of the concept of customer lifetime value, how to calculate it and the different factors that influence it.

Management. 1 Demonstrate an understanding of the concept of customer lifetime value, how to calculate it and the different factors that influence it. Unit 38: Unit code Customer Value Management L/508/0597 Unit level 5 Credit value 15 Introduction This unit is designed to enhance students knowledge and understanding of why it is important for marketers

More information

7 Pivotal HR competencies for global business in 2017

7 Pivotal HR competencies for global business in 2017 Your Leadership Partner 7 Pivotal HR competencies for global business in 2017 Karen Fogh-Andersen, Managing Partner Stanton Chase Copenhagen, Denmark March 2017 www.stantonchase.com How companies need

More information

The Emerging Markets Acceleration Program and Globalization Readiness Index. Capturing Breakthrough Growth in Emerging Markets

The Emerging Markets Acceleration Program and Globalization Readiness Index. Capturing Breakthrough Growth in Emerging Markets The Emerging Markets Acceleration Program and Globalization Readiness Index Capturing Breakthrough Growth in Emerging Markets The Boston Consulting Group (BCG) is a global management consulting firm and

More information

Business transformation and the role of change agents

Business transformation and the role of change agents Kuwait Change Management Conference Business transformation and the role of change agents Presentation Kuwait, December 2017 Eduard Gracia Principal A.T. Kearney Every major business transformation is

More information

CARL McDANIEL Department of Marketing University of Texas at Arlington

CARL McDANIEL Department of Marketing University of Texas at Arlington CARL McDANIEL Department of Marketing University of Texas at Arlington CHARLES W. LAMB MJ. Neeley School of Business Texas Christian University JOSEPH F. HAIR, JR. Department of Marketing Kennesaw State

More information

Retail Banking: A Wealth of Opportunity for Retailers?

Retail Banking: A Wealth of Opportunity for Retailers? Retail Banking: A Wealth of Opportunity for Retailers? The retail banking sector, facing unprecedented change, offers an exciting opportunity for new entrants and particularly retailers if they ask the

More information

Consumer Products & Services.

Consumer Products & Services. Consumer Products & Services www.stantonchase.com Stanton Chase is a leader in executive management and board search with global reach, local expertise, and extensive experience across numerous industries

More information

Chapter 14 Developing Pricing Strategies and Programs 431. Understanding Pricing 432

Chapter 14 Developing Pricing Strategies and Programs 431. Understanding Pricing 432 Managing Service Brands 421 Differentiating Services 422 Developing Brand Strategies for Services 423 Managing Product Support Services 424 Identifying and Satisfying Customer Needs 425 Postsale Service

More information

Could you increase your knowledge and raise your grade if you

Could you increase your knowledge and raise your grade if you Could you increase your knowledge and raise your grade if you used an online tutorial that assisted you with Access and Excel skills mapped to this book? learned to use Microsoft s SharePoint, the number

More information

Marketing _ Entrepreneurs

Marketing _ Entrepreneurs Marketing _ Entrepreneurs Concepts and Applications for New Ventures SECOND EDITION Frederick G. Crane Northeastern University tsage Los Angeles London New Delhi Singapore I Washington DC Contents Preface

More information

The Rise of the Female Economy in B2B a source of UK competitiveness

The Rise of the Female Economy in B2B a source of UK competitiveness A.T. Kearney in association with the CBI The Rise of the Female Economy in B2B a source of UK competitiveness January 29 th 2014 Agenda Introduction Part 1: The six drivers: Why is the female economy important

More information

Marketing Essentials

Marketing Essentials Unit 2: Unit code Unit type Marketing Essentials R/508/0486 Core Unit level 4 Credit value 15 Introduction This unit is designed to introduce students to the principles of marketing, enabling them to develop

More information

Accenture Global Cities Forum

Accenture Global Cities Forum Greg Parston PhD, Director Accenture Global Cities Forum A Dialogue on Cities and Climate Change World Bank, Washington, September 2009 Accenture, its logo, and High Performance Delivered are trademarks

More information

SMART TOURISM DESTINATIONS Current and Future Trends

SMART TOURISM DESTINATIONS Current and Future Trends SMART TOURISM DESTINATIONS Current and Future Trends CIO at Comunidad de Madrid (Nuevo Arpegio) Associate Professor at IE School of Architecture & Design (Master in Real Estate Development) Political Advisor

More information

EFFICIENCY AND COST EFFECTIVENESS: 2015 DRIVERS FOR TECHNOLOGY SPEND

EFFICIENCY AND COST EFFECTIVENESS: 2015 DRIVERS FOR TECHNOLOGY SPEND EFFICIENCY AND COST EFFECTIVENESS: 2015 DRIVERS FOR TECHNOLOGY SPEND 2 Over the past few years, capital market participants have invested heavily in technology and services to meet critical regulatory

More information

Social Work Skills for Beginning Direct Practice Text, Workbook, and Interactive Web-based Case Studies

Social Work Skills for Beginning Direct Practice Text, Workbook, and Interactive Web-based Case Studies Instructor s Manual and Test Bank for Social Work Skills for Beginning Direct Text, Workbook, and Interactive Web-based Case Studies Third Edition prepared by Linda K. Cummins Cappella University Judith

More information

Marketing Strategies in Apparel Exports-An Insight

Marketing Strategies in Apparel Exports-An Insight Marketing Strategies in Apparel Exports-An Insight Dr. Anjora Belcha Jaya Bairathi Abstract Marketing had always been on forefront of business activities. Apparel exports from India are facing stiff competition.

More information

Keyword Analysis. Section 1: Google Forecast. Example, inc

Keyword Analysis. Section 1: Google Forecast. Example, inc Section 1: Google Forecast Below is a forecast for some example leather keywords that we recommend focus on. Before the forecast is viewed, keep in mind, that Google bases its numbers on average performance

More information

UNIVERSITY OF WALES Module Implementation Plan

UNIVERSITY OF WALES Module Implementation Plan UNIVERSITY OF WALES Module Implementation Plan MODULE: MKT-101 Introductory LECTURER: Michael Redmond MKT-102 Introductory Management INTAKE: 2008 SEMESTER: Spring, 2010 ACTIVITY TYPES:, presentation,

More information

Module Contact: Dr Usha Sundaram NBS Copyright of the University of East Anglia Version 1

Module Contact: Dr Usha Sundaram NBS Copyright of the University of East Anglia Version 1 UNIVERSITY OF EAST ANGLIA Norwich Business School UG Examination 2014-15 PRINCIPLES OF MARKETING MAIN EXAMINATION Time allowed: 2 hours Answer TWO questions Each question is worth 100 marks The TOTAL number

More information

Chapter 16 Sales Promotion

Chapter 16 Sales Promotion Chapter 16 Sales Promotion Copyright 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Sales Promotion A direct

More information

Postgraduate Diploma in Digital Marketing

Postgraduate Diploma in Digital Marketing 2017 1 Postgraduate Diploma in Digital Marketing Awarded by University of California Irvine Extension 2017 2 Accelerate your Career Improve Your Career Options with a Professional Postgraduate Diploma

More information

THE BIG DIGITAL FAIL Why Only 1 in 4 Companies Achieve Topline Growth with Digitalization

THE BIG DIGITAL FAIL Why Only 1 in 4 Companies Achieve Topline Growth with Digitalization THE BIG DIGITAL FAIL Why Only 1 in 4 Companies Achieve Topline Growth with Digitalization Results & Insights of the Global Pricing & Sales Study 2017 In collaboration with: The Center for Pricing at Simon

More information

Core Concepts & Applications. 2nd Asia-Pacific edition

Core Concepts & Applications. 2nd Asia-Pacific edition Core Concepts & Applications 2nd Asia-Pacific edition About the authors Professor Greg Elliott is Professor of Marketing and Head of the Department of Business at Macquarie University. Prior to taking

More information

Pearson College Module Specification Form

Pearson College Module Specification Form Pearson College Module Specification Form Department School of Business Degree stem Business Management Validating partner (if applicable) Ashridge Business School Module title Global Markets Module unit

More information

Inspiring Procurement Excellence PASIA World Conference. November 2016

Inspiring Procurement Excellence PASIA World Conference. November 2016 Inspiring Procurement Excellence PASIA World Conference November 2016 Jess is responsible for developing new business and bringing prospective members within the Asia Pacific region into the CASME community.

More information

- cosmetics & high-end fragrances -

- cosmetics & high-end fragrances - - cosmetics & high-end fragrances - May 2013 AGENDA 2 AGENDA 3 THE AMBITION OF A DEDICATED STUDY A new international study, building on previous learning. How do Global Shoppers associate travelling and

More information

The Product Lifecycle and the Marketing Strategy

The Product Lifecycle and the Marketing Strategy The Product Lifecycle and the Marketing Strategy Enterprise & Project Management Please note that these slides are not intended as a substitute to reading the recommended text for this course. Objectives

More information

Business Risk Management Handbook

Business Risk Management Handbook Business Risk Management Handbook A sustainable approach Linda Spedding Adam Rose i*" ""''SS^IH AMSTERDAM BOSTON HEIDELBERG LONDON NEW YORK OXFORD ELSEVIER PARIS SAN DIEGO SAN FRANCISCO SINGAPORE SYDNEY

More information

Marketing is a 15-credit mandatory module which sits within the suite of Level 4 modules.

Marketing is a 15-credit mandatory module which sits within the suite of Level 4 modules. Module Specification: Marketing Marketing is a 15-credit mandatory module which sits within the suite of Level 4 modules. To gain the CIM Level 4 Certificate in Professional Marketing, a pass in BOTH mandatory

More information

Putting the Wholesaler in the Driver s Seat. Best practices from the retail industry to improve profitability and gain competitive advantage

Putting the Wholesaler in the Driver s Seat. Best practices from the retail industry to improve profitability and gain competitive advantage Putting the Wholesaler in the Driver s Seat Best practices from the retail industry to improve profitability and gain competitive advantage Wholesalers are more than supply chain intermediaries controlling

More information

Principles of Marketing MRKG 1311 RIL01 Fall I 2015 Term August 10 th October 3 rd, 2015

Principles of Marketing MRKG 1311 RIL01 Fall I 2015 Term August 10 th October 3 rd, 2015 Principles of Marketing MRKG 1311 RIL01 Fall I 2015 Term August 10 th October 3 rd, 2015 Instructor: Ms. Anda R. Arms, MRCP Email: anda.arms@ctcd.edu Telephone/Text: 785-410-8137 Course Title: Principles

More information

Learning Objectives. Learning Objectives 17/03/2016. Chapter 16 Sales Promotion

Learning Objectives. Learning Objectives 17/03/2016. Chapter 16 Sales Promotion Chapter 16 Sales Promotion Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives To

More information

International Edition. Alvin C. Burns. Ronald F. Bush. Nilanjana Sinha NSHM Business School, Kolkata PEARSON. Louisiana State University

International Edition. Alvin C. Burns. Ronald F. Bush. Nilanjana Sinha NSHM Business School, Kolkata PEARSON. Louisiana State University EDITION International Edition Alvin C. Burns Louisiana State University Ronald F. Bush University of West Florida International Edition contributions by Nilanjana Sinha NSHM Business School, Kolkata PEARSON

More information

Loyalty: Getting Back to Basics. Series 2 - The 7 Loyalty Programme Models. Engage Inspire Reward

Loyalty: Getting Back to Basics. Series 2 - The 7 Loyalty Programme Models. Engage Inspire Reward Loyalty: Getting Back to Basics Series 2 - The 7 Loyalty Programme Models Engage Inspire Reward 7 Loyalty Programme Models Find the combination that works for you Introduction Although we are going to

More information

Introduction to Mobile Marketing

Introduction to Mobile Marketing Introduction to Mobile Marketing Introduction to Mobile Marketing Lecturer: Richard Boateng, PhD. Lecturer in Information Systems, University of Ghana Business School Executive Director, PearlRichards

More information

PASSPORT GATEWAY TO GLOBAL STRATEGIC INTELLIGENCE TRAINING OF GLOBAL MARKET INFORMATION DATABASE ECATERINA BONDARENKO. Euromonitor International

PASSPORT GATEWAY TO GLOBAL STRATEGIC INTELLIGENCE TRAINING OF GLOBAL MARKET INFORMATION DATABASE ECATERINA BONDARENKO. Euromonitor International 1 PASSPORT GATEWAY TO GLOBAL STRATEGIC INTELLIGENCE TRAINING OF GLOBAL MARKET INFORMATION DATABASE ECATERINA BONDARENKO 2017 EUROMONITOR INTERNATIONAL A trusted global intelligence source Supporting academics

More information

Social Marketing. Social Marketing & Health Behaviors. What is Marketing? Marketing is an enterprise with goals. Marketing & Advertising

Social Marketing. Social Marketing & Health Behaviors. What is Marketing? Marketing is an enterprise with goals. Marketing & Advertising Social Marketing & Health Behaviors Social Marketing Originated in a 1971 article by Philip Kotler & Gerald Zaltman Use the principles used to sell products to consumers to sell ideas, attitudes and behaviors

More information

Eighth Edition. Stephen P. Robbins. San Diego State University San Diego, California. David A. DeCenzo

Eighth Edition. Stephen P. Robbins. San Diego State University San Diego, California. David A. DeCenzo Eighth Edition Supervision Today! Stephen P. Robbins San Diego State University San Diego, California David A. DeCenzo Coastal Carolina University Conway, South Carolina Robert M. Wolter Indiana University

More information

YOUTH ODYSSEY. Page 1

YOUTH ODYSSEY. Page 1 2014 YOUTH ODYSSEY Page 1 2014 Youth Odyssey is a study that focuses on youths aged 15 21, a group that represents 6.1 million people in Great Britain (source: GB TGI). This is a time of change in the

More information

KNOW YOUR CONSUMER, GROW YOUR BUSINESS.

KNOW YOUR CONSUMER, GROW YOUR BUSINESS. KNOW YOUR CONSUMER, GROW YOUR BUSINESS. In today s world, consumers are more in control than ever before. They can choose when, where and how they consume information and interact with media and brands.

More information

VIETNAM FOOD MARKET. By Mrs. Pranomsri Sormkunngoen Director of Thai Trade Center Ho Chi Minh city, Vietnam MARKET POTENTIALITY

VIETNAM FOOD MARKET. By Mrs. Pranomsri Sormkunngoen Director of Thai Trade Center Ho Chi Minh city, Vietnam MARKET POTENTIALITY VIETNAM FOOD MARKET By Mrs. Pranomsri Sormkunngoen Director of Thai Trade Center Ho Chi Minh city, Vietnam MARKET POTENTIALITY Potential market population nearly 90 million with Youth consumers + Multinational

More information

Eureka! It s a business

Eureka! It s a business Eureka! It s a business Beauty & Go PORTO BUSINESS SCHOOL Team PBS Silvia Duarte Rui Rosas Francisco Cudell Pedro Vilas Boas Challenge Analysis Recommendations Challenges How you should prioritize markets

More information

C-SUITES. decoding mindset and the drivers of news consumption

C-SUITES. decoding mindset and the drivers of news consumption C-SUITES decoding mindset and the drivers of news consumption WHY C-SUITES? ELUSIVE AUDIENCE We know c-suites consume and engage with news media but we know little about why they choose one brand over

More information

Predictive analytics in retail:

Predictive analytics in retail: Predictive analytics in retail: The next stage of the retail analytics journey Summary: Advances in technology mean that customers provide digital footprints and create valuable data which retailers can

More information

New Balance Athletic Shoe, Inc.

New Balance Athletic Shoe, Inc. New Balance Athletic Shoe, Inc. Case Writeup Individual Case #1 The George Washington University Executive MBA Program EMBA 220: Operations Management Professor Sanjay Jain, Ph.D. February 6, 2010 Robert

More information

Chapter 3 Market Segmentation. Chapter Outline

Chapter 3 Market Segmentation. Chapter Outline Chapter 3 Market Segmentation Consumer Consumer Behavior, Behavior, Ninth Edition Ninth Edition Schiffman & Kanuk Copyright 2007 by Prentice Hall Chapter Outline What Is Market Segmentation? Bases for

More information

Implementation Workshop Part 2 Implementing a Communications Strategy

Implementation Workshop Part 2 Implementing a Communications Strategy Implementation Workshop Part 2 Implementing a Communications Strategy Copyright Triple P International 2012 Implementation Workshop Part 2 What can you expect? Deconstruct a communications strategy phases

More information

Mobile Customer Engagement is an Investment Priority in 2017

Mobile Customer Engagement is an Investment Priority in 2017 Mobile Customer Engagement is an Investment Priority in 2017 K. Weldon May 01, 2017 Mobile Customer Engagement is an Investment Priority in 2017 Summary Issue/Analytical Summary Enterprise mobility has

More information

Business-to-Business Marketing

Business-to-Business Marketing Business-to-Business Marketing Relationships, Networks & Strategies Nick Ellis OXFORD UNIVERSITY PRESS Detailed Contents Guide to the book Guide to the Online Resource Centre xxiv xxvi Part One: The Organizational

More information

The New Rules of Marketing and PR

The New Rules of Marketing and PR The New Rules of Marketing and PR How to Use Social Media, Blogs, News Releases, Online Video, & Viral Marketing to Reach Buyers Directly Second Edition David Meerman Scott WILEY John Wiley & Sons, Inc.

More information

MODULE III Sociological influence on consumer decision making: Cultural & sub cultural influence, social class & reference group influence of family

MODULE III Sociological influence on consumer decision making: Cultural & sub cultural influence, social class & reference group influence of family MBAE351 CONSUMER BEHAVIOUR Course Objective The course deals with the behavioral aspects of marketing management. It explains how the markets, consumers behave under circumstances and how the cultural,

More information

PR 222 Introduction to Advertising Revised 9/09 D. Bober

PR 222 Introduction to Advertising Revised 9/09 D. Bober Ursuline College Accelerated Program CRITICAL INFORMATION! DO NOT SKIP THIS LINK BELOW... BEFORE PROCEEDING TO READ THE UCAP MODULE, YOU ARE EXPECTED TO READ AND ADHERE TO ALL UCAP POLICY INFORMATION CONTAINED

More information

9 Must-Haves for a Successful Implementation of a Pricing Strategy

9 Must-Haves for a Successful Implementation of a Pricing Strategy 9 Must-Haves for a Successful Implementation of a Pricing Strategy Arjen Brasz Nina Hoette March 2017 www.simon-kucher.com 1 Successful Price Strategy Implementation in B2B No other lever has more impact

More information

Guidelines for the Foreign NGOs Law are in process. October 2016

Guidelines for the Foreign NGOs Law are in process. October 2016 Guidelines for the Foreign NGOs Law are in process October 2016 Guidelines for the Foreign NGOs Law are in process The Ministry of Public Security (the "MPS") and its Shanghai branch co-organized a meeting

More information

Strategy is the way a business operates in order to achieve its aims and objectives.

Strategy is the way a business operates in order to achieve its aims and objectives. Chapter 6 Strategy and implementation Business objectives and strategy Strategy is the way a business operates in order to achieve its aims and objectives. There are two sides to strategy - the first is

More information

Contents. Part- I: Introduction to Consumer Behavior. Chapter 1 Consumer Research Chapter 2 Segmenting Consumers 22-40

Contents. Part- I: Introduction to Consumer Behavior. Chapter 1 Consumer Research Chapter 2 Segmenting Consumers 22-40 Contents Preface Part- I: Introduction to Consumer Behavior Chapter 1 Consumer Research 3-21 Chapter 2 Segmenting Consumers 22-40 Part - II: Consumer as an Individual Chapter 3 Motivation 43-66 Chapter

More information

Healthcare.

Healthcare. Healthcare www.stantonchase.com Stanton Chase is a leader in executive search and leadership consulting with a global footprint, local expertise, and extensive experience across numerous industries and

More information

MGT301 Solved 3 rd Quiz solved By Cuter Killer and Masood Khan June 2011

MGT301 Solved 3 rd Quiz solved By Cuter Killer and Masood Khan June 2011 Test marketing Evaluation of competitors Question # 5 of 15 ( Start time: 09:09:50 PM ) Total Marks: 1 Gathering of primary data by asking questions from concern people about their knowledge, attitudes,

More information

rketioo TIOCID FIFTH EUROPEAN EDITION PHILIP KOTLER GARY ARMSTRONG VERONICA WONG JOHN SAUNDERS FT; Prentice Hall FINANCIAL TIMES , {

rketioo TIOCID FIFTH EUROPEAN EDITION PHILIP KOTLER GARY ARMSTRONG VERONICA WONG JOHN SAUNDERS FT; Prentice Hall FINANCIAL TIMES , { , { FIFTH EUROPEAN EDITION TIOCID PHILIP KOTLER GARY ARMSTRONG VERONICA WONG JOHN SAUNDERS rketioo FT; Prentice Hall FINANCIAL TIMES An imprint of Pearson Education Harlow, England London New York Boston

More information

CHINA S AUTOMOTIVE AFTERMARKET: A STRATEGIC OPPORTUNITY

CHINA S AUTOMOTIVE AFTERMARKET: A STRATEGIC OPPORTUNITY CHINA S AUTOMOTIVE AFTERMARKET: 1. INTRODUCTION The explosive growth in China s automotive market has captured the imagination and focus of the world s automakers over the last decade. China is now the

More information

Interview with Luc Speisser: The promise of a city Volume May 2013

Interview with Luc Speisser: The promise of a city Volume May 2013 Interview with Luc Speisser: The promise of a city Volume May 2013 This PDF is designed to be printed double-sided to help you conserve paper. 2012 Archis, Amsterdam. All rights reserved. Landor Associates

More information

JUNE Hong Kong jewellery & gem Fair

JUNE Hong Kong jewellery & gem Fair JUNE Hong Kong jewellery & gem Fair 1 Total number of exhibitors 2,051 Total number of collected onsite survey 1,373 Onsite survey response rate 66.94% [1,373/2,051] Total number of online survey successfully

More information

PayNet UK Salary Tracker: What is the real cost of living for UK employees today?

PayNet UK Salary Tracker: What is the real cost of living for UK employees today? PayNet UK Salary Tracker: What is the real cost of living for UK employees today? Overview Hay Group s quarterly PayNet UK Salary Tracker looks at how employees pay compares with a range of key economic

More information

Case Report ISSUES RAISED Sex/sexuality/nudity S/S/N - general Health and Safety Unsafe behaviour DESCRIPTION OF THE ADVERTISEMENT

Case Report ISSUES RAISED Sex/sexuality/nudity S/S/N - general Health and Safety Unsafe behaviour DESCRIPTION OF THE ADVERTISEMENT Case Report 1 Case Number 0376/12 2 Advertiser Bendon Ltd 3 Product Clothing 4 Type of Advertisement / media Internet - Social 5 Date of Determination 12/09/2012 6 DETERMINATION Upheld - Modified or Discontinued

More information

EXECUTIVE INSIGHTS. Beyond Organic: The Revolution in Consumer Food Expectations

EXECUTIVE INSIGHTS. Beyond Organic: The Revolution in Consumer Food Expectations VOLUME XVII, ISSUE 27 Beyond Organic: The Revolution in Consumer Food Expectations When Walmart announced last year that it would begin selling organic food at the same low prices as its regular offerings,

More information

Tilted Edition. Edited by Mike Easey WILEY-BLACKWELL. A John Wiley & Sons, Ltd., Publication

Tilted Edition. Edited by Mike Easey WILEY-BLACKWELL. A John Wiley & Sons, Ltd., Publication A Tilted Edition v Edited by WILEY-BLACKWELL A John Wiley & Sons, Ltd., Publication A \ / \ Contents List of Contributors Preface Acknowledgements Part A: Understanding Fashion Marketing 1 An Introduction

More information

A.T. Kearney Aerospace & Defense Services. Creating tangible and lasting results in Aerospace & Defense

A.T. Kearney Aerospace & Defense Services. Creating tangible and lasting results in Aerospace & Defense A.T. Kearney Aerospace & Defense Services Creating tangible and lasting results in Aerospace & Defense A.T. Kearney s Scope of Expertise A.T. KEARNEY IS A GLOBAL MANAGEMENT CONSULTING FIRM THAT uses strategic

More information

DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM

DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM DEVELOPING A BRAND EQUITY MEASUREMENT AND MANAGEMENT SYSTEM The New Accountability Virtually every marketing dollar spent today must be justified as both effective and efficient in terms of return of marketing

More information

BIG DATA IS OLX. We impact lives - 100s of terabytes of data at a time

BIG DATA IS OLX. We impact lives - 100s of terabytes of data at a time BIG DATA IS REAL @ OLX We impact lives - 100s of terabytes of data at a time REAL IMPACT OLX Group is a conglomerate of online classifieds platforms in emerging markets. Where people put their second hand

More information