Principles & Practice of Marketing 1e

Jim Blythe, University of Glamorgan
ISBN-13: 9781844801206
ISBN: 1844801209

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Over the past twenty years or so, marketing has become one of the most popular and exciting disciplines in most business schools and universities. The reasons for this lie in the fact that we are all consumers. Understanding how the exchanges between sellers and buyers operate, and understanding what motivates people to buy, are subjects which all of us can relate to. Perhaps less creditably, marketing has been seen as a kind of magic wand for making businesses succeed: many company directors seem to think that bringing in a top-class marketer will make customers flock in. In fact, marketers are not magicians, and merely drafting in someone with marketing expertise will not make any difference to a firm's success unless it is backed up with a real concern for, and understanding of, customer needs. The intention of this book is to explain the received wisdom about marketing, and at the same time provide the counter-arguments which moderate the debate. Principles & Practice of Marketing examines what marketing will and will not do, and seeks to strike a balance between academic thinking and practical experience. It is an ideal introduction for students new to marketing and to business generally, whether at undergraduate or postgraduate level. The author writes in an engaging, student-friendly style and he provides a wealth of interesting and relevant real world examples to show students how practice and theory overlap. Principles & Practice of Marketing is a full-service text both for lecturers and for their students. It provides the most comprehensive set of ancillary material to make learning marketing a pleasure.

Chapter Abstracts

• Ch. 1 Managing the Exchange Process  [Purchase this echapter]
  Chapter One covers how to compare the different definitions of marketing in common use; marketing's role in managing the exchange process; the importance of customers to marketing; the relationship between marketing and other business specialisms; the role of needs and wants in marketing; the contribution other disciplines have made to marketing thought and the different subdivisions of marketing
• Ch. 2 The Marketing Environment  [Purchase this echapter]
  Chapter Two covers the nature of the business environment and the relationship between the firm and its environment; the problems of dealing with the micro and macro environments; the relationship between the elements of the business environment; the methods Governments use for controlling the economy; the effects of demographic change on marketing; the different routes by which business law is created; the different routes by which business law is created; the nature and sources of competition and how technological change can transfer between industries
• Ch. 3 Marketing Domains  [Purchase this echapter]
  Chapter Three covers the main motivations for charitable donations; the main factors in change management; the internal marketing aspects of human resourcemanagement; the role staff have in public relation; the types of resistance marketers might face; the basics of negotiation; how to undermine rumours; the relationship between corporate ethics and personal ethics and the role and function of the brand
• Ch. 4 Consumer Behaviour  [Purchase this echapter]
  Chapter Four covers the decision-making process; the role of emotion in the decision-making process; the role of information processing in decision-making; the trade-offs in information collection and processing; the role of goals in motivating purchasing behaviour; ways of handling complaints; learning processes; how perception operates; the role of social groups in influencing behaviour and the role of self-concept in consumer motivation
• Ch. 5 Organisational Buying Behaviour  [Purchase this echapter]
  Chapter Five covers the pressures which influence industrial buyers, the role of the decision-making unit, the main factors which influence industrial buyers, the role of customers in driving the reseller market, approaches to Government markets, how to approach institutional markets, sow industrial markets can be divided, the different types of buying situation, and the factors which are involved for making buying decisions within those situations and the role of team selling in industrial markets
• Ch. 6 Segmenting and Targeting  [Purchase this echapter]
  Chapter Six covers the basic concept behind segmentation, the role of marketing research in segmenting markets, some of the commonest methods of segmenting markets, the role of targeting, the potential strategic issues in targeting, what positioning implies for customers and the key features of successful positioning
• Ch. 7 Marketing Information and Research  [Purchase this echapter]
  Chapter Seven covers the role of marketing research in decision-making, the different subdivisions of marketing research, the benefits of secondary research and primary research, what is meant by qualitative and quantitative research and explain the benefits of each, the differences between planning and execution, the most common techniques of marketing research and some of the ethical issues raised in carrying out marketing research
• Ch. 8 Communications Theories  [Purchase this echapter]
  Chapter Eight covers how people interact with marketing communications, the interactive nature of communication, the role of redundancy in communication, the role of culture in communication, the sources of miscommunication, the taxonomy of marketing communication, the role of personal factors in communication, the difference between, and the role of, push and pull strategies, the role of negotiation in budget-setting, how competition affects communication strategies and the problems of integrating marketing communications
• Ch. 9 International Marketing  [Purchase this echapter]
  Chapter Nine covers different theoretical approaches to internationalisation, the factors involved in choosing and entering markets, how to calculate the profit potential of a national market, some of the difficulties involved in international marketing research, the relationship between product and promotion strategies in international markets and the main difficulties in setting up overseas branches
• Ch. 10 Creating Competitive Advantage  [Purchase this echapter]
  Chapter Ten covers the strategic planning process, the relationship between marketing strategy and corporate strategy, how strategic plans are created, when to use formal planning and when not to, how strategic plans change when put into practice, the difference between aims and objectives, ways of dealing with complex problems, the three basic winning strategies, the implementation strategies for the three basic strategic positions, the role of innovation in strategic decision-making, the role of collaboration with competitors and the role of shareholder value in strategic planning
• Ch. 11 Building Customer Relationships  [Purchase this echapter]
  Chapter Eleven covers how the value chain (and value network) concepts relate to supplying customer needs, the role of intermediaries in reducing costs, the core activities in the value chain, how the seller's activities affect the quality of the buyer-seller relationship, what is meant by quality, how service quality helps to differentiate suppliers, how to resolve customer complaints, the stages in customer defection and how to decide which customers should be encouraged to return
• Ch. 12 Product Portfolio  [Purchase this echapter]
  Chapter Twelve covers the stages a product goes through between launch and obsolescence, how to manage a portfolio of products, the role of executive judgement in managing the product portfolio, and show how theoretical models can help, the advantages and disadvantages of matrix models, the relationship between services and physical products, the transition from product orientation to service orientation in business markets and the role of packaging in marketing
• Ch. 13 New Product Development  [Purchase this echapter]
  Chapter Thirteen covers products according to their degree of newness, the likely degree of success a particular product might have, the difficulties in establishing an innovative culture within the firm, routine ways of generating ideas for new products, the differences and similarities between project champions and project teams, the basic strategies for new-product development, the factors in new-product success, how innovations are diffused through the population, the role of newness in product acceptability, the factors which make up new product acceptability, the different characteristics of innovative consumers and how marketers can affect the rate at which innovations are diffused
• Ch. 14 Pricing  [Purchase this echapter]
  Chapter Fourteen covers the relationship price has with the other elements of the marketing mix, the importance of price in the marketing mix, the important elements in the calculation of price, consumer perception of price, the relationship of price to the total cost to the consumer, which is the most customer-orientated pricing method, business-to-business pricing with business-to-consumer pricing and the role of competition laws on pricing
• Ch. 15 Advertising  [Purchase this echapter]
  Chapter Fifteen covers the difference between the weak theory and the strong theory of advertising, the relationship between advertising, the marketing strategy, and the corporate strategy, the relationship between advertising objectives and marketing objectives, the advantages and disadvantages of various media, how the theory of sought and unsought communication is applied in advertising, how people relate to television advertising, the role of music in advertising and the use of questions in advertising
• Ch. 16 Public Relations and Sponsorship  [Purchase this echapter]
  Chapter Sixteen covers the difference between PR and spin-doctoring, how corporate reputation affects stock-market valuations, the internal role of public relations, how to organise a crisis team, the role of outside agencies in public relations and the relationship between sponsorship and advertising
• Ch. 17 Selling and Key-Account Management  [Purchase this echapter]
  Chapter Seventeen covers the philosophy behind selling, the role of selling in communications, the relationship between salespeople and customers, the difference between objections and conditions, the importance of after-sales activities, the main differences between key-account selling and small-account selling, how management techniques differ between smallaccount selling and key-account selling, the role of commission in motivating sales people and some of the key issues in recruiting, training and motivating salespeople
• Ch. 18 Exhibitions and Sales Promotion  [Purchase this echapter]
  Chapter Eighteen covers how exhibitors should evaluate their activities, suitable objectives for an exhibition, on staffing issues for manning exhibition stands, how to link sales promotions to exhibitions, how to plan for an exhibition, sales promotions to accomplish specific tasks, how sales promotions can be used by salespeople and how sales promotions can be used to create permanent rises in sales
• Ch. 19 Direct and Online Marketing  [Purchase this echapter]
  Chapter Nineteen covers the key elements on which direct marketing rests, how successful direct marketing can be made interactive, the role of the database in direct marketing, sources of information which can be used to build a database, the difference between direct marketing and junk mail, the importance of customer retention, ways of making direct response advertising more effective, the importance of information in the success of the Internet and some of the barriers to Internet adoption
• Ch. 20 Managing Channels  [Purchase this echapter]
  Chapter Twenty covers the value of 'middlemen', some of the problems of obtaining distribution, the issues in deciding on market coverage, the basis of business relationships, ways of controlling distribution channels, the difference between logistics and physical distribution, the issues surrounding the calculation of service levels, how good supply chain management conveys competitive advantage, how a logistics approach helps corporate growth and the drawbacks and advantages of just-in-time purchasing
• Ch. 21 Intermediaries  [Purchase this echapter]
  Chapter Twenty One covers the roles, responsibilities and rights of agents, the differences between intermediaries who buy goods and those who do not, how to decide when licensing and franchising agreements would be better than wholesaler-retailer distribution, the relationships between wholesalers, retailers and consumers and how to decide on the appropriateness of service levels in retailing and the key issues in deciding on the location of retail outlets
• Ch. 22 People, Processes and Physical Evidence  [Purchase this echapter]
  Chapter Twenty Two covers the role of service in increasing customer loyalty, how the purchase of services differs from that of physical products, how risk increases in service purchases, how failures occur in service provision, and outline ways of dealing with it, the role of staff empowerment in service industries, how processes create strategic capabilities, how consumers can also be producers, services against the dimensions of complexity and divergence and the role of physical evidence in improving future business