Table Of Content

essentials of marketing (cid:1)'An absolute must for all marketing students! This text provides outstanding coverage of core mark(cid:70)(cid:85)ing knowledge underpinned by relevant, new, and up-to-date cases.' Dr Frauke Mattison Thompson, Lecturer in Marketing, King's College, London ‘Essentials of Marketing’s coverage of core topics is ﬁrst rate, and it is essential to our understanding of the way in which marketing practice inﬂuences today’s society. Highly recommended.’ Robert P. Ormrod, Associate Professor, Aarhus University ‘This book introduces the reader to all of the key concepts and practices of marketing, enlivening the theory with an exceptional range of case studies and examples.’ Sir Paul Judge, President, Chartered Institute of Marketing essentials of marketing PAUL BAINES | CHRIS FILL | KELLY PAGE (cid:20) 1 Great Clarendon Street, Oxford, OX2 6DP, United Kingdom Oxford University Press is a department of the University of Oxford. It furthers the University’s objective of excellence in research, scholarship, and education by publishing worldwide. Oxford is a registered trade mark of Oxford University Press in the UK and in certain other countries © Oxford University Press 2013 The moral rights of the authors have been asserted Impression: 1 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, without the prior permission in writing of Oxford University Press, or as expressly permitted by law, by licence or under terms agreed with the appropriate reprographics rights organization. Enquiries concerning reproduction outside the scope of the above should be sent to the Rights Department, Oxford University Press, at the address above You must not circulate this work in any other form and you must impose this same condition on any acquirer British Library Cataloguing in Publication Data Data available Library of Congress Cataloging in Publication Data Data available ISBN 978–0–19–964650–0 Printed in Italy by L.E.G.O. S.p.A. – Lavis TN Links to third party websites are provided by Oxford in good faith and for information only. Oxford disclaims any responsibility for the materials contained in any third party website referenced in this work. To Mark, my brother, an early mentor and constant guide Paul Baines To my fabulous Karen Chris Fill To Michael, for being my why Kelly Page This page intentionally left blank Brief Contents List of Case Insights xiv Acknowledgements xv Preface xvi How to Use this Package to Experience Marketing xviii How to Use this Package to Test Understanding xx How to Use this Package to Take Learning Further xxii Part 1: Marketing Fundamentals 1 1 Marketing Principles and Society 3 2 The Global Marketing Environment 34 3 Understanding Customer Behaviour 64 4 Marketing Research 94 Part 2: Principles of Marketing Management 125 5 Marketing Strategy 127 6 Market Segmentation and Positioning 163 Part 3: The Marketing Mix Principle 199 7 Products, Services, and Branding Decisions 201 8 Price Decisions 234 9 An Overview of Marketing Communications 261 10 Managing Marketing Communications 291 11 Retailing and Channel Management 324 Part 4: Principles of Relational Marketing 355 12 Services Marketing and CRM 357 Glossary 387 Index 403 vvvviiiiiiii CCBrhhieaafpp Ctteeorrn / / t//e nts This page intentionally left blank Detailed Contents List of Case Insights xiv Acknowledgements xv Preface xvi How to Use this Package to Experience Marketing xviii How to Use this Package to Test Understanding xx How to Use this Package to Take Learning Further xxii Part 1 Marketing Fundamentals 1 Marketing Principles and Society 3 Case Insight 1.1: Systembolaget 4 Introduction 5 What is Marketing? 5 What’s the Difference between Customers and Consumers? 7 Market Orientation 8 A History of Marketing 9 What Do Marketers Do? 10 Principles of Marketing 11 The Marketing Mix and the 4Ps 11 Marketing as Exchange 13 Relationship Marketing and Co-creation 18 Marketing in Context 20 What Impact Does Marketing Have on Society? 25 Chapter Summary 30 Review Questions 31 Worksheet Summary 31 References 32 2 The Global Marketing Environment 34 Case Insight 2.1: Michelin Tyres 35 Introduction 36 Understanding the External Environment 37 Environmental Scanning 49 Understanding the Performance Environment 51 Understanding the Internal Environment 56 Chapter Summary 60 Review Questions 61 Worksheet Summary 61 References 61 iiiixxxx CCDhheaatappittleeedrr / / C//o ntents