Introduction to MarketingJuta and Company Ltd, 2005 - 330 páginas With a full explanation on the basic principles of marketing, this guidebook helps readers answer such questions as What is marketing? What is a marketing forecast? and What is the best way to conduct market research? Written by professionals for students and entrepreneurs, this text also features international case studies, numerous up-to-date examples of the latest developments and trends in marketing, and tried and tested information that helps students learn. |
Contenido
The place of the marketing function in the business | 6 |
Relationship marketing | 13 |
The modern marketing environment of business | 19 |
The variables in the macroenvironment | 28 |
The history of Butterfield | 35 |
Perception | 43 |
Lifestyle | 51 |
Social class | 54 |
Personal selling | 150 |
Direct marketing | 156 |
Summary | 162 |
Identifying pricing objectives | 169 |
Set list or quoted price | 177 |
The marketing environment | 185 |
Obtaining and using marketing information | 187 |
Adaptation of the traditional marketing mix | 195 |
Segmenting the consumer market | 60 |
Product positioning | 77 |
Market research | 86 |
Summary | 103 |
Product decisions | 105 |
Branding packaging and labelling | 111 |
Summary | 117 |
Distribution and its interaction with the other marketing instruments | 123 |
Franchising | 129 |
Promotion decisions | 135 |
The planning implementation and control of | 201 |
Marketing control | 219 |
The marketing audit | 228 |
Marketing and the Internet | 236 |
Summary | 264 |
Classification of services | 270 |
Client service | 291 |
Service recovery strategy | 301 |
References | 316 |
Términos y frases comunes
analysis areas behaviour brand buyer changes chapter competitive competitors components consumer cost deliver delivery determine direct marketing discussed distribution channel e-mail elements employees ensure evaluation example factors Figure focus franchise groups he/she his/her identify important increase industry influence interaction intermediaries internal Internet involved keting manufacturer market segmentation market share marketing activities marketing audit marketing communication marketing decisions marketing environment marketing information Marketing management marketing mix marketing objectives marketing plan marketing research marketing strategy methods motives Nando's needs offering organisation performance physical Pick n Pay pricing objectives problems product or service profit purchase refers relationship relationship marketing response result retailers sales promotion sampling selection service product service provider services marketing South Africa specific sumer SWOT analysis tangible target audience target market tion tomer Toyota SA types variables wholesalers