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Part 1 Defining marketing and the marketing process
Chapter 1 Marketing: creating and capturing customer value
Chapter preview Objective outline 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-driven marketing strategy Selecting customers to serve Choosing a value proposition Marketing management orientations Preparing an integrated marketing plan and program Building customer relationships Customer relationship management (CRM) The changing nature of customer relationships Partner relationship management Capturing value from customers Creating customer loyalty and retention Growing share of customer Building customer equity The changing marketing landscape The uncertain economic environment The digital age Rapid globalisation Sustainable marketing - the call for more social responsibility The growth of not-for-profit marketing So, what is marketing? Pulling it all together Reviewing objectives and key terms Navigating the key terms Discussing & applying the concepts Discussing the concepts Applying the concepts Focus on technology Focus on ethics Marketing & the economy Marketing by the numbers Video case: References Company case: Pegasus Airlines: delighting a new type of travelling customer
Chapter 2 Company and marketing strategy: partnering to build customer relationships
Chapter preview Objective outline Company-wide strategic planning: defining marketing''s role Defining a market-oriented mission Setting company objectives and goals Designing the business portfolio Planning marketing: partnering to build customer relationships Partnering with other company departments Partnering with others in the marketing system Marketing strategy and the marketing mix Customer-driven marketing strategy Developing an integrated marketing mix Managing the marketing effort Marketing analysis Marketing planning Marketing implementation Marketing department organisation Marketing control Measuring and managing return on marketing investment Reviewing objectives and key terms Navigating the key terms Discussing & applying the concepts Discussing the concepts Applying the concepts Focus on technology Focus on ethics Marketing & the economy Marketing by the numbers Video case: Live Nation References Company case: Lego: one more brick in the wall?
Part 2: Understanding the marketplace and consumers
Chapter 3 Analysing the marketing environment
Chapter preview Objective outline The microenvironment The company Suppliers Marketing intermediaries Competitors Publics Customers The macroenvironment The demographic environment The economic environment The natural environment The technological environment The political and social environment The cultural environment Responding to the marketing environment Reviewing objectives and key terms Navigating the key terms Discussing & applying the concepts Discussing the concepts Applying the concepts Focus on technology Focus on ethics Marketing & the economy Marketing by the numbers Video case: TOMS shoes References Company case: The era of cheap chic for Primark
Chapter 4 Managing marketing information to gain customer insights
Chapter preview Objective outline Marketing information and customer insights Assessing marketing information needs Developing marketing information Internal data Competitive marketing intelligence Marketing research 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 Distributing and using marketing information Other marketing information considerations Marketing research in small businesses and non-profit organisations International marketing research Public policy and ethics in marketing research Reviewing objectives and key terms Navigating the key terms Discussing & applying the concepts Discussing the concepts Applying the concepts Focus on technology Focus on ethics Marketing & the economy Marketing by the numbers Video case: Radian6 References Company case: Nestlé, L''Oréal, Britvis, SABMiller: everybody wants to get close to their customers
Chapter 5 Consumer markets and consumer buyer behaviour
Chapter preview Objective outline Model of consumer behaviour Characteristics affecting consumer behaviour Cultural factors Social factors 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 Postpurchase behaviour The buyer decision process for new products Stages in the adoption process Individual differences in innovativeness Influence of product characteristics on rate of adoption Reviewing objectives and key terms Navigating the key terms Discussing & applying the concepts Discussing the concepts Applying the concepts Focus on technology Focus on ethics Marketing & the economy Marketing by the numbers Video case: Radian6 References Company case: Porsche: guarding the old while bringing in the new
Chapter 6 Business markets and business buyer behaviour
Chapter preview Objective outline Business markets Market structure and demand Nature of the buying unit Types of decisions and the decision process Business buyer behaviour Major type of buying situations Participants in the business buying process Major influences on business buyers The business buying process E-procurement: buying on the Internet Institutional and government markets Institutional markets Government markets Reviewing objectives and key terms Navigating the key terms Discussing & applying the concepts Discussing the concepts Applying the concepts Focus on technology Focus on ethics Marketing & the economy Marketing by the numbers Video case: Eaton References Company case: Cisco Systems: solving business problems through collaboration
Part 3: Designing a customer-driven strategy and mix
Chapter 7 Customer-driven marketing strategy: creating value for target customers
Chapter preview Objective outline Market segmentation Segmenting consumer markets Segmenting business markets Segmenting international markets Requirements for effective segmentation Market targeting Evaluating market segments Selecting target market segments Differentiation and positioning Positioning maps Choosing a differentiation and positioning strategy Communicating and delivering the chosen position Reviewing objectives and key terms Navigating the key terms Discussing & applying the concepts Discussing the concepts Applying the concepts Focus on technology Focus on ethics Marketing & the economy Marketing by the numbers Video case: Meredith References Company case: Starbucks: just who is the Starbucks customer?
Chapter 8 Products, services and brands: building customer value
Chapter preview Objective outline What is a product? Products, services and experiences Levels of product and services Product and service classifications Product and service decisions Individual product and service decisions Product line decisions Product mix decisions Services marketing The nature and characteristics of a service Marketing strategies for service firms Branding strategy: building strong brands Brand equity Building strong brands Managing brands Reviewing objectives and key terms Navigating the key terms Discussing & applying the concepts Discussing the concepts Applying the concepts Focus on technology Focus on ethics Marketing & the economy Marketing by the numbers Video case: General Mills - GoGurt References Company case: John Lewis: middle England''s retailer of choice
Chapter 9 Developing new products and managing the product
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