Detailed Contents

Brief Contents iii Case Insights xiii Author Proles xvi Prefacexix Features of the Book xxvi The Online Resource Centre xxviii

Part 1: Marketing Fundamentals

1 Marketing Principles and Society

1
3

Introduction 5 What is Marketing? 5 The Principal Principles of Marketing 12 Marketing in Context 21 What Impact Does Marketing Have on Society? 25

Additional lecturer material

Online Case Study Written by Dr Paul Baines, Craneld School of Management, Craneld University CIM: The Problem of Marketing Marketing Academic Insight Guest Lecture by Professor Michael Saren, School of Management, University of Leicester Why is it Important to be Critical in Marketing?

2 The Marketing Environment

36

Introduction 37 Understanding the External Environment 38 Understanding the Performance Environment 54 Understanding the Internal Environment 60

Additional lecturer material

Online Case Study Written by Professor Phil Harris, University of Otago, New Zealand The Self-Regulation and Development of the Chemical Industry in Europe Academic Insight Dr Paul Baines, Craneld School of Management, Craneld University Why Analysing the Marketing Environment is the Key to Marketing Success

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3 Consumer Buying Behaviour

69

Introduction 70 Consumer Behaviour: Rational or Emotional? 71 Proposition Acquisition 72 Perceptions, Learning, and Memory 77 Personality 82 Motivation 84 The Importance of Social Contexts 88

Additional lecturer material

Online Case Study Written by Lorna Stevens, University of Ulster Red Magazine: Women Consumers, Lifestyle Trends and the New Zeitgeist Academic Insight Professor Jagdish Sheth, Emory University, USA The Consumer Buying Psyche

4 Marketing Research

99

Introduction 100 Denitions of Marketing Research 101 Marketing Information Systems 102 Commissioning Marketing Research 105 The Marketing Research Process 107 Market Research Online 120 Market and Advertisement Testing 121 Marketing Research and Ethics 123 International Marketing Research 125

Additional lecturer material

Online Case Study Written by Nigel Bradley, Westminster Business School, University of Westminster Research Projects: Insight at Mary Holidays Written by Dr Paul Baines, Craneld School of Management, Craneld University PolMedia: A Proposal Fit for Purpose? Academic Insight Nigel Bradley, Westminster Business School, University of Westminster The Marketing Research Mix

Part 2: Principles of Marketing Management 5 Marketing Strategy

131 133

Introduction 135 Inuences on Strategic Marketing Planning 140 Implementation 155 Managing and Controlling Marketing Programmes 170

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Sales Forecasting and Sales Variance Analysis Marketing Planning

171 174

Additional lecturer material

Online Case Study Written by Dr Paul Hughes, Loughborough University and Professor Robert Morgan, Cardiff Business School Blackberry: Lessons in Strategic Positioning Written by Dr Charles Dennis, Brunel University Promoting the Promoters: Outdoor Advertising of JC Decaux Academic Insight Professor Nigel Piercy, Warwick Business School The Rhetoric and Realities of Marketing Strategy

6 Market Segmentation and Positioning

180

Introduction 182 The STP Process 182 The Concept of Market Segmentation 183 The Process of Market Segmentation 186 Market Segmentation in Consumer Markets 188 Segmentation in Business Markets 198 Target Markets 202 Segmentation Limitations 205 Positioning 206

Additional lecturer material

Online Case Study Written by Professor Emeritus Malcolm McDonald, Craneld School of Management, Craneld University Market Segmentation at GlobalTech Academic Insight Gareth Smith, Loughborough University Business School Market Positioning and the UK Automobile Industry

7 International Market Development

216

Introduction 218 Market Development 219 The Changing Nature of World Markets 220 International Market Development 222 International Competitive Strategy 225 Drivers of International Market Development 229 International Market Selection 232 International Marketing Environment 235 Market Entry Method 240

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Additional lecturer material

Online Case Study Written by Dr Kelly Page, Cardiff Business School Cargill: Localization in the Chinese Food Market Academic Insight Professor Stan Paliwoda, University of Strathclyde Do Global Consumers Really Exist?

Part 3: The Marketing Mix Principle 8 Developing Products and Brands

251 253

Introduction 255 Product Levels 256 Classifying Products 258 Product Range, Line, and Mix 262 Product Lifecycles 263 New Product Development 266 New Service Development 270 Stages of Product/Service Innovation Development 271 The Process of Adoption 273 Branding 275

Additional lecturer material

Online Case Study Written by Professor Simon Knox, Dr Paul Baines, Craneld School of Management, Craneld University and Gary Smith, Rolls Royce Building the 7E7: NPD at Boeing Academic Insight Dr Stuart Roper, Manchester Business School A Brief History of Branding

9 Price Decisions

291

Introduction 292 The Concept of Pricing and Cost 293 The Relationship between Pricing and Proposition Costs 294 Pricing and Transactional Management 309

Additional lecturer material

Online Case Study Written by Tom Chapman, University of Portsmouth Apple Inc The Signicance of iPricing Academic Insight Tom Chapman, University of Portsmouth Pricing: Marketings Forgotten Holy Grail

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 10 An Introduction to Marketing Communications

323

Introduction 325 Introducing Marketing Communications 325 Communication Theory 326 Personal Inuencers 332 The Role of Marketing Communications 334 What is Marketing Communications? 337 The Tasks of Marketing Communications 338 Marketing Communications Messages 340 The Marketing Communications Mix 340 Word-of-Mouth 342 Integrated Marketing Communications 342 How Marketing Communications Works 345 Cultural Aspects of Marketing Communications 348 International Marketing Communications 353

Additional lecturer material

Online Case Study Written by Martin Evans, Cardiff Business School Dr and the Ghostly Persuaders: Multi-step Flows of Communication in Medical Markets Academic Insight Chris Fill, Managing Director of Fill Associates, formerly Principal Lecturer at the University of Portsmouth The Changing Nature of Marketing Communications

11 Marketing Communications: Tools and Media

358

Introduction 360 The Role and Purpose of the Marketing Communications Mix 361 Advertising 364 Sales Promotion 365 Public Relations 366 Direct Marketing 371 Direct-Response Media 372 Personal Selling 374 Account Management 375 Selecting the Right Mix of Tools 376 The Media 378 Other Promotional Methods and Approaches 383

Additional lecturer material

Online Case Study Written by Dr Yasmin Sekhon, University of Bournemouth Talking to Heidi: Choosing the Right Communications Mix Academic Insight Beth Rogers, University of Portsmouth Issues in Sales Management and Planning

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 12  Managing Marketing Communications: Strategy, Planning, and Implementation

389

Introduction 391 Marketing Communications: Strategy 391 Marketing Communications Planning 398 Managing the Communication Mix and Budgets 405 The Marketing Communications Industry 407 Evaluating and Measuring Marketing Communications Activities 416

Additional lecturer material

Online Case Study Written by Dr Yasmin Sekhon, University of Bournemouth Planning to Sell Waterbeds: Aqua Style Waterbeds Strategic Planning Academic Insight John Egan, Middlesex University Business School To Integrate or not to Integrate Your Marketing Communications?

13 Channel Management and Retailing

421

Introduction 423 Place 423 Distribution Channel Management 424 Member Channel Functions 428 Distribution Channel Strategy 430 Members of Channel Intermediaries 434 Intensity of Channel Coverage 436 Managing Relationships in the Channel 438 Logistics Management 440 Retailing 444

Additional lecturer material

Online Case Study Written by Professor Leigh Sparks, University of Stirling Seven-Eleven Japan: Life Infrastructure Academic Insight Dr Fiona Ellis-Chadwick, Loughborough University Business School How IT Has Transformed Retail Marketing

Part 4: Principles of Relational Marketing 14 Services Marketing

455 457

Introduction 459 What is a Service? 459 The Nature of Services 461 The Service Mix 468 The Service Marketing Mix 471
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Service-Dominant Logic Service Encounters Key Dimensions of Services Marketing Service Quality and Performance

473 474 474 480

Additional lecturer material

Online Case Study Written by Dr Steve Oakes, University of Liverpool Customising the Department Store Musicscape Academic Insight Professor Christine Ennew, Nottingham University Business School The Importance of Quality and Experience in Services Marketing

15 Business-to-Business Marketing

488

Introduction 490 What is Business-to-Business Marketing? 491 Characteristics of Business Markets 491 Types of Organizational Customers 494 Types of Business Goods and Services 497 Organizational Buyer Behaviour 498 Decision-Making Units: Characteristics 499 The Decision-Making Unit: Processes 501 The Role of Purchasing in Organizations 505 Customer Portfolio Matrix 507 Key Account Management 509 Key Account Relationship Cycles 511 A Comparison of B2B and B2C Buying Characteristics 512

Additional lecturer material

Online Case Study Written by Beth Rogers, University of Portsmouth The Family Touch: How Dal Maschio Sales Engineers Deliver Value to Customers Academic Insight Professor Caroline Tynan, Nottingham University Business School Managing BuyerSeller Interactions to Achieve Marketing Success

16 Relationship Marketing

521

Introduction 523 Understanding Perceived Value 523 Value Chain 525 Supply Chains 526 Principles of Marketing Exchange 527 Foundations of Relationship Marketing 529 The Development of Relationship Marketing 530 Relationships Expressed as Value Creation 532 The Economics of Relationship Marketing 535

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The Customer Relationship Lifecycle Loyalty, Retention, and Customer Satisfaction Types and Levels of Loyalty Managing Relationships

536 539 540 542

Additional lecturer material

Online Case Study Written by Dr John Egan, Middlesex University Business School When the Relationship is Over: The Case of Disney and McDonalds Academic Insight Professor Hugh Wilson, Craneld School of Management, Craneld University Actioning Customer Insight: The 6 Is of CRM

17 Not-for-Prot Marketing

554

Introduction 556 Key Characteristics of Not-for-Prot Organizations 558 Types of Not-for-Prot Organization 563 Fundraising 574

Additional lecturer material

Online Case Study Written by Jacline Abray-Nyman, Queens School of Business, Queens University, Canada Charitable Giving in the Digital EraA Canadian Case Academic Insight Claire Routley, University of the West of England Developing Relationships with Donors

Part 5: Contemporary Marketing Practice 18 Digital Marketing

581 583

Introduction 584 Electronic and Digital Marketing 585 Structural Properties of Digital Resources 586 Marketings Digital Evolution 590 Digital Marketing Activities 593 Digital Marketing Considerations 608

Additional lecturer material

Online Case Study Written by Dr Kelly Page, Cardiff Business School Facebook: A New Chapter in Social Connectivity Academic Insight Dr Mairead Brady, Trinity College Dublin New Technology and Marketing

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 19 Postmodern Marketing

615

Introduction 617 Modernism and Postmodernism 617 Postmodern Marketing 618 Researching Fragmented Markets 629 Semiotics and Deconstruction 630 Marketing: Art or Science? 633

Additional lecturer material

Online Case Study Written by Professor Stephen Brown, University of Ulster Titanic: The Unsinkable Brand Academic Insight Dr Pamela Odih, Goldsmiths, University of London Advertising and Postmodern Consumer Culture

20 Marketing, Sustainability, and Ethics

639

Introduction 641 Sustainable Marketing 642 Corporate Social Responsibility 644 Ethics and Marketing 646 The Ethical Decision-Making Process 650 Distribution Management and Ethics 653 Promotion and Ethics 654 Products and Ethics 659 Pricing and Ethics 660 Universalism/Relativism in Marketing Ethics 661 Bribery 663

Additional lecturer material

Online Case Study Written by Dr Iain Davies, Craneld School of Management, Craneld University Who to Work With: Ethical Dilemmas at Divine Chocolate Limited Academic Insight Chris Fill, Managing Director of Fill Associates, Formerly Principal Lecturer at the University of Portsmouth Why Ethics in Marketing is More Important Than Ever Before Glossary 669 Index 689

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