Marketing Management (4th Edition) Winner & Dhar
samenvatting: marketing management (4th edition) -
marketing
Inhoudsopgave
Chapter 1 - Marketing And The Job Of The Marketing Manager ...................................................... 3
Chapter 2 - A Strategic Marketing Framework ................................................................................. 8
Chapter 3 - Marketing Research.................................................................................................... 15
Chapter 4 - Analyzing Consumer Behaviour .................................................................................. 24
Chapter 5 - Organizational Buying Behaviour ................................................................................ 33
Chapter 6 - Market Structure And Competitor Analysis .................................................................. 40
Chapter 7 - Product Decisions ....................................................................................................... 46
Chapter 8 - New-Product Development ......................................................................................... 55
Chapter 9 - Pricing ........................................................................................................................ 63
Chapter 10 - Communications And Advertising Strategy ............................................................... 72
Chapter 11 - Sales Promotion ....................................................................................................... 83
Chapter 12 - Direct Channels Of Distribution: Personal Selling And Direct Marketing .................... 90
Chapter 13 - Channels Of Distribution ......................................................................................... 101
Chapter 14 - Customer Relationship Management ...................................................................... 112
Chapter 15 - Strategies For Service Markets ............................................................................... 120
,2
,Chapter 1 - Marketing And The Job Of The Marketing Manager
Any Employee Of An Organization Who Either Has Or Could Have Contact With Customers Is Actually In A
Marketing Job, Whether It Is In His Or Her Title Or Not. Any Person Who Can Potentially Win Or Lose
Customers Is In Marketing. This Creates A Broad Set Of Marketers In Organizations, Instead It Is More
Useful To Describe When One Would Use Marketing Tools And Techniques.
Marketing Is Involved And Necessary Whenever An Individual Or Organization Has A Choice To Make.
Marketing Is Involved In Both Marketing Situations And Personal Situations, Because There Is A Choice To
Be Made And Some Individual, Organization, Or Institution Has Or Is Attempting To Have An Influence On
The Decision. Marketing Is The Set Of Activities That Attempt To Influence Choice.
Choices Are Made In A Wide Variety Of Contexts And The Influences And Influencers Can Vary From
Context To Context, And Also From Each Other In The Same Situation.
Most Kinds Of Organizations Need To Understand Marketing And Use Marketing Techniques To Increase
The Number Of ‘Customers’ That Choose Their Options Instead Of Others. That Is Why Marketing Is
Pervasive In Most Developed Economies: There Are Simply Too Many Choices That Customers Can Make,
Including Doing Nothing. Therefore, Organizations That Want To Be Sustainable Successes And Achieve
Their Organizational Objectives Cannot Ignore Marketing And What It Can Do For Them.
At The Same Time, Marketing Is Very Difficult. There Is An Infinite Number Of Combinations Of Market
Segments, Prices, Etc. Product Failures And Depressed Sales Do Not Always Result From Poor Decisions
Made By Marketers. The Environment In Which Marketing And Marketers Operate Is Dynamic And Outside
The Full Control Of Marketing Management. The Fact That The Environment Is So Dynamic Is Perhaps The
Greatest Threat To Successful Implementation Of Marketing Strategies And Tools. Although Marketing Is
Difficult, Some Organizations Consistently Produce Winning Products And Services.
Marketing Philosophies
Marketing-Thought Leaders Have Developed A Number Of Overarching Philosophies Of Marketing That Are
Important.
The Marketing Concept
Marketing Concept: The Importance Of Having A Customer Focus.
This Concept Emphasizes A Customer Focus Or Organizing The Resources Of The Firm Toward
Understanding Customers’ Needs And Wants And Offering Products And Services That Meet Those Needs.
There Is Only One Valid Definition Of Business Purpose: To Create A Customer.
➔ One Generates Profits By Serving Customers Better Than Competitors Do.
The Purpose Of A Business Is To Create And Keep A Customer. To Do That You Have To Produce And
Deliver Goods And Services That People Want And Value At Prices And Under Conditions That Are
Reasonably Attractive To Those Offered By Others To A Proportion Of Customers Large Enough To Make
Those Prices And Conditions Possible.
➔ The Marketing Concept Is Also Consistent With Being Competitor Focused And Making A Profit.
The Marketing Concept Is Entirely Consistent With Serving Only Segments Of The Consumer Population
And Is Also Consistent With Turning Away Customers And Customer Segments That Are Unprofitable To
Serve.
To Be Successful And Ultimately Achieve Their Goals, Organizations Have To Figure Out What Customers
Want And Offer It In A Better Way Than Their Competitors.
Different Organizational Philosophies
Four Strategic Approaches To The Marketplace:
, - Sales Driven: ‘What We Make, We Sell.’ The Sales Function Is The Leader And Marketing Usually Acts
In A Supporting Role Through The Production Of Collateral Material And Coordination Of Promotional
Events. The Main Focus Is On Selling And Meeting Sales Targets, Not Marketing. The Organization Is
Interested In Volume, Not Profits.
- Technology Driven/Product Driven: The Focus Is On The Research And Development (R&D) Group As
Well As Sales. R&D Develops Products And ‘Throws Them Over The Wall’ For Marketing And Sales To
Sell. The Next Technology Will Be Even Better. The Problem Is That Not The Technology Is Bad, But
The Technology May Not Solve Anyone’s Problem. Having A Great Technology Does Not Guarantee
That A Company Will
samenvatting: marketing management (4th edition) -
marketing
Inhoudsopgave
Chapter 1 - Marketing And The Job Of The Marketing Manager ...................................................... 3
Chapter 2 - A Strategic Marketing Framework ................................................................................. 8
Chapter 3 - Marketing Research.................................................................................................... 15
Chapter 4 - Analyzing Consumer Behaviour .................................................................................. 24
Chapter 5 - Organizational Buying Behaviour ................................................................................ 33
Chapter 6 - Market Structure And Competitor Analysis .................................................................. 40
Chapter 7 - Product Decisions ....................................................................................................... 46
Chapter 8 - New-Product Development ......................................................................................... 55
Chapter 9 - Pricing ........................................................................................................................ 63
Chapter 10 - Communications And Advertising Strategy ............................................................... 72
Chapter 11 - Sales Promotion ....................................................................................................... 83
Chapter 12 - Direct Channels Of Distribution: Personal Selling And Direct Marketing .................... 90
Chapter 13 - Channels Of Distribution ......................................................................................... 101
Chapter 14 - Customer Relationship Management ...................................................................... 112
Chapter 15 - Strategies For Service Markets ............................................................................... 120
,2
,Chapter 1 - Marketing And The Job Of The Marketing Manager
Any Employee Of An Organization Who Either Has Or Could Have Contact With Customers Is Actually In A
Marketing Job, Whether It Is In His Or Her Title Or Not. Any Person Who Can Potentially Win Or Lose
Customers Is In Marketing. This Creates A Broad Set Of Marketers In Organizations, Instead It Is More
Useful To Describe When One Would Use Marketing Tools And Techniques.
Marketing Is Involved And Necessary Whenever An Individual Or Organization Has A Choice To Make.
Marketing Is Involved In Both Marketing Situations And Personal Situations, Because There Is A Choice To
Be Made And Some Individual, Organization, Or Institution Has Or Is Attempting To Have An Influence On
The Decision. Marketing Is The Set Of Activities That Attempt To Influence Choice.
Choices Are Made In A Wide Variety Of Contexts And The Influences And Influencers Can Vary From
Context To Context, And Also From Each Other In The Same Situation.
Most Kinds Of Organizations Need To Understand Marketing And Use Marketing Techniques To Increase
The Number Of ‘Customers’ That Choose Their Options Instead Of Others. That Is Why Marketing Is
Pervasive In Most Developed Economies: There Are Simply Too Many Choices That Customers Can Make,
Including Doing Nothing. Therefore, Organizations That Want To Be Sustainable Successes And Achieve
Their Organizational Objectives Cannot Ignore Marketing And What It Can Do For Them.
At The Same Time, Marketing Is Very Difficult. There Is An Infinite Number Of Combinations Of Market
Segments, Prices, Etc. Product Failures And Depressed Sales Do Not Always Result From Poor Decisions
Made By Marketers. The Environment In Which Marketing And Marketers Operate Is Dynamic And Outside
The Full Control Of Marketing Management. The Fact That The Environment Is So Dynamic Is Perhaps The
Greatest Threat To Successful Implementation Of Marketing Strategies And Tools. Although Marketing Is
Difficult, Some Organizations Consistently Produce Winning Products And Services.
Marketing Philosophies
Marketing-Thought Leaders Have Developed A Number Of Overarching Philosophies Of Marketing That Are
Important.
The Marketing Concept
Marketing Concept: The Importance Of Having A Customer Focus.
This Concept Emphasizes A Customer Focus Or Organizing The Resources Of The Firm Toward
Understanding Customers’ Needs And Wants And Offering Products And Services That Meet Those Needs.
There Is Only One Valid Definition Of Business Purpose: To Create A Customer.
➔ One Generates Profits By Serving Customers Better Than Competitors Do.
The Purpose Of A Business Is To Create And Keep A Customer. To Do That You Have To Produce And
Deliver Goods And Services That People Want And Value At Prices And Under Conditions That Are
Reasonably Attractive To Those Offered By Others To A Proportion Of Customers Large Enough To Make
Those Prices And Conditions Possible.
➔ The Marketing Concept Is Also Consistent With Being Competitor Focused And Making A Profit.
The Marketing Concept Is Entirely Consistent With Serving Only Segments Of The Consumer Population
And Is Also Consistent With Turning Away Customers And Customer Segments That Are Unprofitable To
Serve.
To Be Successful And Ultimately Achieve Their Goals, Organizations Have To Figure Out What Customers
Want And Offer It In A Better Way Than Their Competitors.
Different Organizational Philosophies
Four Strategic Approaches To The Marketplace:
, - Sales Driven: ‘What We Make, We Sell.’ The Sales Function Is The Leader And Marketing Usually Acts
In A Supporting Role Through The Production Of Collateral Material And Coordination Of Promotional
Events. The Main Focus Is On Selling And Meeting Sales Targets, Not Marketing. The Organization Is
Interested In Volume, Not Profits.
- Technology Driven/Product Driven: The Focus Is On The Research And Development (R&D) Group As
Well As Sales. R&D Develops Products And ‘Throws Them Over The Wall’ For Marketing And Sales To
Sell. The Next Technology Will Be Even Better. The Problem Is That Not The Technology Is Bad, But
The Technology May Not Solve Anyone’s Problem. Having A Great Technology Does Not Guarantee
That A Company Will
