Marketing (An Introduction)
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1 Marketing (An ) Marketing - An Format Soft Cover ISBN Edition 1st Edition PageCount 230 Published 2011 About this Publication: A thorough understanding of the basics of marketing is essential for any marketing practitioner and student of marketing. Marketing: An is a valuable tool which describes the foundational aspects of marketing and enables a basic understanding of this field. The book begins by placing marketing in perspective in an organisation, and details how the marketing environment impacts on a business, the need for marketing information when making business decisions, the steps consumers take when making purchasing decisions, how to segment a market and target the specific segment based on the information obtained and the analysis of the marketing environment, and lastly how to structure the marketing mix of product, price, promotion and place to ensure success. Contents Include: Chapter 1: Fundamentals of marketing management What is marketing? The idea of marketing Defining marketing Exchange and marketing Gaps between production and consumption Marketing activities Marketing orientations Production concept Sales concept The marketing concept Relationship marketing A broader view of the market Expansion of the market offering A bigger market The marketing process The marketing function in the organisation The place of the marketing function Management tasks in marketing Chapter 2: The modern marketing environment of business
2 Components of the marketing environment The variables in the micro-environment Mission of the business Selection of target market Marketing objectives Resources, skills and abilities The marketing instruments Bases for segmenting consumer markets Developing segment profiles Bases for segmenting industrial markets Market targeting Criteria for selecting potential target markets Targeting market segments Product positioning Product positioning maps aid decision making The positioning process Positioning methods Chapter 6: Product decisions What is a product? The product concept The core product The tangible or actual (physical) product The augmented product The potential product The product image Classifying products Classification of consumer products Industrial products Product line decisions. Trading down Trading up Trading both ways Product mix decisions Breadth of product mix Depth of product mix Consistency Brand decisions The meaning of brands The benefits of branding Types of brands Other branding issues Selecting a brand name Packaging The tasks of packaging Types of packaging Labelling Product support services New product development Types of new products
3 The new product development process The consumer adoption process Factors influencing the adoption process The product life cycle The course of the product life cycle Chapter 7: Pricing decisions The meaning and role of price Step 1: Establish a pricing objective Step 2: Estimate the demand for a product Step 3: Cost analyses and pricing Step 4: Select an appropriate price level Step 5: Set the list or quoted price Step 6: Making price adjustments Chapter 8: Promotion decisions The communication process Integrated marketing communication Marketing communication planning Advertising Different types of advertising Above-the-line and below-the-line Steps in managing the advertising campaign Personal selling Types of salespeople Steps in the personal selling process Sales promotion
4 Types of sales promotions Direct marketing Direct marketing methods Public relations and sponsorships Public relations activities8 Publicity Chapter 9: Distribution decisions (placement) Distribution channel participants Industrial distribution channels (B2B business to business) Channel strategy Distribution structure decisions Channel activities or functions The functions and activities performed by intermediaries Channel management Cooperation and conflict Physical distribution (logistics) A cross-section of the physical distribution system Managing the components of physical distribution Customer service Performance dimensions to analyse customers desired service output levels Supply chain management Franchising Vertical marketing system (VMS) Types of vertical marketing systems Chapter 10: Marketing planning, implementation and control
5 Strategic marketing management The meaning of strategic marketing management Planning The nature of planning The marketing planning process Implementation The importance of implementation Evaluation The nature of evaluation Steps in the evaluation and control process Of Interest and Benefit to: Suitable for new entrants to the marketing arena, as well as those who need a good working knowledge of marketing, Essential for any marketing practitioner and student in marketing. Key Benefits: Describes marketing in a South African context. User-friendly layout with definitions, examples, websites and case studies. The book is written in an accessible style, presented in an easy-to-understand format, which makes teaching and learning about the principles of marketing much simpler. The authors are very experienced and well known in the marketing environment. They have written a number of books and articles on marketing.
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