Marketing Books

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  • Topic: Marketing, Strategic management, Marketing plan
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Marketing

Principles of Marketing(euro edition) Kotler Armstrong Saunders Wong (658.8 KOT)

Ch1

Intro:

• Needs wants demands

• Products

• Value and Satisfaction

• Exchange transactions relationships

• Markets

• Marketing

Marketing Management

• Negative demand

• No demand

• Latent demand

• Falling demand

• Irregular demand

• Full demand

• Overfull demand

Marketing Philosophies

• Production concept

• Product concept

• Selling concept

• Marketing concept

Goals of Marketing System

• Maximize consumption

• Maximize consumer satisfaction

• Maximize choice

• Maximize life quality

Marketing Challenges (in 1990s)

• Rapid globalization

• Changing world economy

• Call for ethics and social responsibility

• New marketing landscape

Summary

Ch2

Marketing and Society

Impact on individual customers

• High prices

• High cost of distribution

• High advertising and promotion costs

• Excessive mark-ups

• Deceptive practices

• High pressure selling

Impact on society as a whole

• False wants and too much materialism

• Too few social goods

• Cultural pollution

• Too much political power

Consumerism

Environmentalism

Socially Responsible marketing

• Enlightened marketing

1. Consumer oriented

2. Innovative marketing

3. Value marketing

Ch3

Strategic marketing planning

Overview

• Annual plan

• Long-range plan

• Strategic plan

• SWOT

Strategic plan

SWOT

BCG Growth-Share matrix

Developing growth strategies

Product/Market expansion grid

Marketing process

• Marketing management

• Market strategy

• Develop market mix

Brand plan

Marketing control

Ch4

Marketing Environment

Micro-environment

• Company

• Suppliers

• Intermediaries

• Customers

• Competitors

• Publics

Macro-environment

• Demographic

• Economic

• Natural

• Technological

• Political

• Cultural

Ch6

Market info and marketing research

Marketing info system

• Internal records

• Marketing intelligence

• Marketing research

• Research process

Defining market

Measuring demand

• Estimating total market demand

• Estimating area and market demand

• Estimating actual sales and market shares

Forecast demand

• Survey buyer intention

• Salesforce opinion

• Expert opinion

• Time series analysis

• Leading indicators

• Statistical demand analysis

• Info analysis

Distribution info

Ch 7

Consumer markets

Consumer behaviour

Factors affecting consumer behaviour

Buying decision behaviour

Buying process / (for new products)

Ch9

Market Segmentation

Markets

Segmentation

Market targeting

• Segment strategy

Ch10

Positioning

Core Strategy

Differentiation

Market positioning

Perceptual mapping

Positioning strategies

Ch11

Customer satisfaction

Value and satisfaction

Retaining customers

Ch12

Competitive advantage

Competitor analysis

Competitive strategies

Balance of customer competitor orientations

Ch13

Designing products

Innovation & NPD

NPD process

PLC strategies

Ch14

Product classification

Product decisions

Product line decisions

Product mix decisions

Ch16

Pricing

Naming the price

Factors (int text)

General pricing approaches

Ch17

Strategies

Product mix strategies

Price adjust strat

Price changes

Ch18

Promoting products

Steps for effective comm

Ch19

Advertising (decisions)

Sales promo

PR

Ch20

Salesforce Objectives

Desiging Salesforce strategy...
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