Products

About

©2018 StudyMode.com

Marketing Management

Topics: Marketing, Strategic management, Customer relationship management Pages: 242 (43468 words) Published: November 30, 2012
Marketing ManageMent

hamed

imad

Salah

Kevin

PhiliP

Kotler
Keller
hassan
Baalbaki
Shamma

Pearson Arab World Editions — Business & Economics
The Arab world’s location between three continents ensures its place at the centre of an increasingly integrated global economy, as distinctive as any business culture. We think learning should be as dynamic, relevant, and engaging as the business environment. Our new Arab World Editions for Business & Economics provide this uniquely Arab perspective for students in and of the Arab world. Each Arab World Edition integrates cases, companies, research, people, and discussions representing the diverse economic, political, and cultural situations across the nations that span the Arab world, whilst retaining the quality, research, and relevant global perspectives of the world’s leading business thinkers.

We hope that you find this edition a valuable contribution to your teaching or business studies. We aim to set a new benchmark for contextualized learning with our adapted and new titles, and hope that they will prove a valuable contribution in the success of students and teachers along each step of their business programme.

Supplementary support includes PowerPoint slides, instructor manuals, test bank generators, and MyLab online tutorial and homework systems.

Titles span a range of subjects and disciplines, including:
■ Management — Robbins & Coulter
■ Principles of Marketing — Kotler & Armstrong
■ Economics — Hubbard & O’Brien
■ Statistics for Business — Benghezal
■ Principles of Managerial Finance — Gitman
■ Organizational Behavior — Robbins & Judge
■ Human Resource Management — Dessler
■ Strategic Management: Concepts and Cases — David
■ Introductory Mathematical Analysis for Business, Economics and Life and Social Sciences — Haeussler

To find out more, go to www.pearson.com/middleeast/awe

Marketing
Management
Ar A b World Edition

PhiliP Kotler

Northwestern University

Kevin lane Keller

University of North Carolina

Salah haSSan

George Washington University

imad BaalBaKi

American University of Beirut

hamed Shamma

American University of Cairo

Acquisitions Editor: Rasheed Roussan
Senior Development Editor: Sophie Bulbrook
Project Editors: Nicole Elliott and Bernice Luxford
Copy-editor: Nik Prowse
Proofreader: Jim Caunter
Design Manager: Sarah Fach
Permissions Editor: Rachel Thorne

Picture Researcher: Louise Edgeworth
Indexer: Indexing Specialists, Ltd
Marketing Manager: Sue Mainey
Senior Manufacturing Controller: Christopher Crow
Cover Designer: TBA
Typesetter: Integra
Typeface: 9.5/11.5, Minion Pro

Printed in China.
Pearson Education Limited
Edinburgh Gate
Harlow
Essex CM20 2JE
England
and Associated Companies throughout the world
© Pearson Education Limited 2012
Authorized for sale only in the Middle East and North Africa. The rights of Philip Kotler, Kevin Lane Keller, Salah Hassan, Imad Baalbaki, and Hamed Shamma to be identified as authors of this work have been asserted by them in accordance with the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a licence permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, Saffron House, 6–10 Kirby Street, London EC1N 8TS. All trademarks used herein are the property of their respective owners. The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners. Pearson Education is not responsible for the content of third party internet sites. First published 2012

20 19 18...
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Fundamentals of Marketing Course Plan Essay

    ...Fundamentals of Marketing Course No. : MGT 214 Course Nature : Core Level : BBS 2nd Year Lecture Hour : 150 hrs. Instructor : Mr. Damodar Shrestha Email : shresthadamodar@gmail.com / damodarshrestha@rocketmail.com Contact No. : 9843017397 Basic guidelines to be respected by students- 1) Be in the class on time. 2) Do not chew any gums while the session is on. 3) Do not read news paper, use laptop or engage yourself in any other reading or writing unless instructed. 4) Do not use cell phones when the session is in progress. 5) Being a student of Management, all students are instructed to be disciplined and behave in a mature manner. All your actions shall be molded towards being a responsible future manager, and rightly so, your manners should reflect yourself not just as a student but as a “Student Manager”. Course Outline - The objective of the course is to develop understanding of participants on basic principles of Marketing. This subject also seeks to capture the essence of modern development in Marketing & Sales management in various international and domestic markets. Course Objective – To develop participants to deal with the challenges and management of competitive market and particularly utilizing marketing concepts and skills in today’s business environment. It also aims students to prepare them for concentration courses in marketing....

    Read More
    734 Words 4 Pages
  • marketing Essay

    ...Institute of Marketing (CIM) The management process of anticipating, identifying and satisfying customer requirements profitably CIM refers to requirements CIM definition discusses anticipating/identifying needs. CIM presupposes that marketing is a process with a profit motive, although it does not explicitly state whether or not this is for financial profit, eg could be gain in society, as in the case of charity. The American Marketing Association (AMA) Marketing is the activity, set of institutions and processes for creating communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large. (Sheth and Sisodia, 2005): CIM/AMA recognises marketing as a management process and an activity, although many other firms organise marketing as a discrete department rather than as a service across departments. CIM/AMA stresses the importance of considering the customer , of determining their requirements or needs. CIM/ASA recognise the need for marketers to undertake marking research and environmental scanning activity to satisfy customers and in the long term to anticipate customers needs. AMA refers to delivering value AMA discusses creating… offerings that have value for the customer AMA is much clearer, argues that marketing is a process undertaken to benefit clients, partners and society...

    Read More
    661 Words 2 Pages
  • 1. Marketing Management N Selling vs Marketing Concept Essay

    ...Marketing management is a business discipline focused on the practical application of marketing techniques and the management of a firm's marketing resources and activities. Marketing managers are often responsible for influencing the level, timing, and composition of customer demand accepted definition of the term. In part, this is because the role of a marketing manager can vary significantly based on a business' size, corporate culture, and industry context. For example, in a large consumer products company, the marketing manager may act as the overall general manager of his or her assigned product From this perspective, the scope of marketing management is quite broad. The implication of such a definition is that any activity or resource the firm uses to acquire customers and manage the company's relationships with them is within the purview of marketing management. Additionally, the Kotler and Keller definition encompasses both the development of new products and services and their delivery to customers. Marketing expert Regis McKenna expressed a similar viewpoint in his influential 1991 Harvard Business Review article "Marketing is everything." McKenna argued that because marketing management encompasses all factors that influence a company's...

    Read More
    1144 Words 4 Pages
  • Marketing Channels Essay

    ...Report in Principles of Marketing CHAPTER 8: MARKETING CHANNELS CHAPTER 8: MARKETING CHANNELS Its Nature & Functions * Marketing channels are conduits used by the firm to distribute its products. * Marketing channels are human creations and they may be designed and structured to serve the needs of the user. * A marketing channel may be defined as a set of interdependent organization and individuals that facilitate the movement and transfer Functions of the Marketing Channels 1. They routinize decisions and work 2. They finance the process for moving goods from producers to consumers 3. They are active participants in the pricing process 4. They serve as a channel of communication between the producers and the consumers 5. They assist in the promotional aspects in marketing 6. They minimize the number of transactions in the system Type of Marketing Channels 1. Consumer Channels 2. Industrial Channels Consumer Channels Are those that are used in the distribution of consumer goods. Industrial Channels Are those which are used in the distribution of industrial goods Selecting a Marketing Channel In the selection of a marketing channel, the company is faced with any of the following situations: 1. It may have an option of choosing...

    Read More
    657 Words 3 Pages
  • Essay on Marketing Managerial

    ...Reference Groups 4. The concept of the product that passes through various changes in its total life is known as a. Product Life 5. It refers to unique set of brand association that brand strategists aspires to create or maintain a. Brand identity 6. It involves a pricing strategy that changes customers different prices for the same product or service a. Price Discrimination 7. It refers to an arrangement where another company through its own marketing channel sells the products of one producers a. Retailing 8. It involves facility consisting of the means and equipments necessary for the movement of passenger of goods a. Transportation 9. The advertising which is used to inform consumers about a new product or feature and to build primary demands is known as a. Informative advertising 10. An art that predicts the likelihood of economic activity on the basis of certain assumptions a. Sales Forecasting Part Two: 1. Write a short note on importance of consumer behavior for a business firm? Ans: The main role of marketing manager is to satisfy needs and wants of the Customers. This can only be done by the study of Consumer Behavior. Consumer is the most important person to the marketer because the marketer takes in to consideration on the liking and disliking of the consumer and he produces the goods and services accordingly. The more the Consumer Behavior is learnt the more the needs and wants of the Customers are fulfilled. The...

    Read More
    2128 Words 7 Pages
  • Essay about Marketing Mix

    ...The Marketing Mix Marketers, in order to bring out desired responses from their target markets, use a number of tools that form a marketing mix. Marketing mix is defined as the set of marketing tools that an organization uses to follow its marketing objectives in the target market. McCarthy has classified these tools as the 4Ps of marketing which are product, price, place and promotion. (McGraw-Hill/Irwin, 2002) The 4Ps are the ideas to take into account while marketing a product. They constitute the root of the marketing mix. In order to efficiently market a product, it is therefore imperative to get an optimally correct mix of the 4Ps. In an ideal situation, if a company is able to plan a promotion for the right product, at the right price and to get it to their preferred market, in the right place then it is highly effective for the company. The most basic marketing mix tool is the product. This is the company's tangible offering to the market that includes the product quality, design, features, branding and packaging. Product can either be goods or a service that is available for sale either to an end customer or a commercial customer. A customer purchases a product and a consumer puts it to use. At times, a customer is also the consumer. For example a father might buy chocolates for his kids in which case the father is the customer and the...

    Read More
    1147 Words 3 Pages
  • Marketing Mix Essay

    ...1.0 Introduction to Marketing Management Marketing management is a process of planning and executing the conception, promotion, pricing and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. Marketing management is a process which involves analysis, planning and implementation. It also involves the control of goods, services and ideas. The goal of marketing management is to provide satisfaction for parties involved. Marketing management’s task is to influence the timing, level and composition of demand in a way that will help the organization to achieve their objectives. As fast food companies are one of the world’s largest growing food types, an organization under the fast food industry will be mainly studied or used as an example. Since Domino’s Pizza was the selected company in part one for the group presentation, the same fast food industry player would be used in part two. 1.1 About Domino’s Pizza Domino's Pizza is an international pizza delivery corporation headquartered in Ann Arbor, Michigan, United States. Domino's is the second-largest pizza chain in the United States (after Pizza Hut) and has more than 10,000 corporate and franchised stores in 70 countries and all 50 U.S. states. Domino's Pizza Group plc ("DPG") is quoted on the main market of...

    Read More
    1068 Words 4 Pages
  • Marketing Information System Essay

    ...A Marketing Information System can be defined as 'a system in which marketing data is formally gathered, stored, analysed and distributed to managers in accordance with their informational needs on a regular basis' (Jobber, 2007) The term is sometimes defined in a limited way to refer to a computer based system intended for use by particular marketing personnel at any functional level for the purpose of solving Marketing Problems. Alternatively it can be defined in a far broader sense as 'People, equipment and procedures to gather, sort, analyze, evaluate and distribute needed, timely and accurate information to marketing decision makers' (Gray Armstrong, 2008) [edit] Developing an MIS A system is created in three phases 1. understanding of the information needs of marketing management 2. locating relevant data and transforming this into usable information. 3. making this information available to managers when, where and how the as they require it. Bold text===Locating data and developing information=== The information needed by marketing managers comes from internal company records, marketing intelligence and marketing research. The information analysis system then processes this information to make it more useful for managers. [edit] Internal Records Information gathered from sources within the company to evaluate...

    Read More
    670 Words 3 Pages

Popular Essays

Become a StudyMode Member

Sign Up - It's Free