- •Міністерство освіти і науки україни
- •Кафедра іноземних мов
- •Сучасний Маркетинг
- •Донецьк - 2005 міністерство освіти і науки україни
- •Кафедра іноземних мов
- •Донецьк - 2005
- •К.П.Н., доц. ДонНу а.М.Шелестова,
- •Ббк 81.2 Англ - 923
- •Chapter 1. Marketing in the modern Firm Marketing Spotlight
- •The marketing concept
- •Marketing versus production orientation
- •The Rise and Fall of Priceline.Com
- •Creating customer value and satisfaction
- •Efficiency versus effectiveness
- •How Dell Computer Corporation Dominates the pc Market
- •Delivering customer value
- •The marketing mix
- •Product
- •Promotion
- •Bringing a Local Product to the Global Market
- •Ikea - International Expansion
- •Managing marketing activity
- •Marketing and business performance
- •Summary
- •Study questions
- •Appendix 1.1 Careers in marketing
- •Case 1 ‘Relighting the spark’- Can Marks & Spencer turn things around?
- •Questions
- •Chapter 2. The Marketing Environment m arketing Spotlight
- •Economic forces
- •Economic growth and unemployment
- •Development of the single European market
- •Scale building
- •Reorganization
- •Foreign investment
- •Central and Eastern Europe
- •Social forces
- •Pizza Express in Central Europe
- •Demographic forces
- •Marketing to 'Time-Poor' Consumers
- •Cultural forces
- •Corporate social responsibility and marketing ethics
- •Boots in Japan
- •The consumer movement
- •Political and legal forces
- •Monopolies and mergers
- •Restrictive practices
- •Codes of practice
- •Physical forces
- •Use of environmentally friendly ingredients
- •Recyclable and non-wasteful packaging
- •Protection of the ozone layer
- •Animal testing of new products
- •Pollution
- •Energy conservation
- •Internet Banking in Europe
- •Technological forces
- •Marketing via the Mobile Phone
- •Environmental scanning
- •Ignorance
- •Retrenchment
- •Gradual strategic repositioning
- •Radical strategic repositioning
- •Summary
- •Study questions
- •Case 2 European beef industry
- •The Common Agricultural Policy (cap)
- •Beef consumption patterns
- •A changing industry
- •Questions
- •Chapter 3. Understanding Customer Behaviour Marketing Spotlight
- •The dimensions of customer behaviour
- •Who buys?
- •Marketing to Children
- •How they buy
- •Need recognition/problem awareness
- •Information search
- •Web Shopping Made Easy- Price Comparison Websites
- •Evaluation of alternatives and the purchase
- •Post-purchase evaluation of the decision
- •Choice criteria
- •Influences on consumer behaviour
- •The buying situation
- •Personal influences
- •Information processing
- •Motivation
- •Beliefs and attitudes
- •Personality
- •Lifestyle
- •The Rise of the 'Mass Affluent'
- •Life cycle
- •Social influences
- •Culture
- •Social class
- •Reference groups
- •Influences on organizational buying behaviour
- •The buy class
- •The product type
- •The importance of purchase
- •Developments in organizational purchasing practice
- •Relationship management
- •Using the Internet to Improve Customer Service
- •Summary
- •Study questions
- •Case 3 Marketing software - Qumas
- •Integrated document management (idm) technology
- •Buyer behaviour issues
- •Challenges for Qumas
- •Questions
- •Chapter 4. Marketing Research and Information Systems Marketing Spotlight
- •Types of marketing research
- •Ad hoc research
- •Custom-designed studies
- •Omnibus studies
- •Continuous research
- •Consumer panels
- •Retail audits
- •The Ubiquitous Barcode
- •Television viewership panels
- •Approaches to conducting marketing research
- •Stages in the marketing research process
- •Initial contact
- •Research brief
- •Secondary research
- •Observation
- •The sampling process
- •Using the Internet as a Survey Method
- •Questionnaire design
- •Data analysis and interpretation
- •Data Mining
- •Report writing and presentation
- •Marketing information systems
- •Ethical issues in marketing research
- •Summary
- •Study questions
- •Appendix 4.1 Sources of European marketing information
- •Is there a survey of the industry?
- •Case 4 Green Isle's Goodfella's Pizzas
- •The consumer
- •The product
- •Imagery
- •Target market
- •Goodfella's success
- •Questions
- •Chapter 5. Market Segmentation and Positioning Marketing Spotlight
- •Making 'First-Class’ First Class
- •Segmenting consumer markets
- •Consumer segmentation criteria
- •Benefits sought
- •Purchase behaviour
- •Lifestyle
- •Smithwicks Focuses on Current Users
- •Social class
- •Geography
- •Segmenting organizational markets
- •Organizational segmentation criteria
- •Organizational size
- •Industry
- •Geographic location
- •Choice criteria
- •Purchasing organization
- •Segmenting the Web Audience
- •Segmenting the e-Learning Market
- •Target marketing
- •Evaluating market segments
- •Company capability
- •Target marketing strategies
- •Differentiated marketing
- •Focused marketing
- •Customized marketing
- •American Airlines Mass Customizes Using the Internet
- •Positioning
- •Perceptual mapping
- •Repositioning
- •Repositioning British Midland
- •Summary
- •Study questions
- •Case 5 Repositioning Skoda
- •Questions
- •Content
- •Marketing Spotlight………………………………………….……..154 Literature
Summary
Marketing achieves company goals by meeting and exceeding customer needs better than the competition and, in turn, contributing to shareholder value. The focus is on giving extra value rather than widespread cost cutting. Marketing-orientated companies attempt to achieve not only efficiency but also effectiveness- the ability to attract and retain customers. Such companies show customer concern throughout the business, and encourage innovation so that new products can be developed to meet the needs of tomorrow's customers.
However, it should be recognized that the marketing concept has its limitations. It should not be regarded as the sole raison d'etre of business, and customer satisfaction may be tempered by other decisions that influence shareholder value. Furthermore, while researching the market is essential to understanding customer needs and wants, its limitations with respect to product innovation must also be acknowledged as consumers may have difficulty in articulating specific innovations they would like. Successful new products like the Sony Walkman emerged from the R&D laboratory rather than from the marketplace.
Nevertheless, the key challenge for marketers is to monitor and understand customer needs, and to develop competitive advantage through marketing mix decisions. The marketing mix comprises the 4-Ps: product, price, promotion and place. Implementing the marketing concept in organizations can be difficult, but studies show that rewards in terms of better business performance can be expected.
Study questions
Explain what it means to be a marketing-orientated company.
Identify two examples of organizations that you consider provide customer satisfaction, and describe how they do it.
Marketing is sometimes considered to be an expensive luxury. Respond to this claim by demonstrating how a marketing orientation can have a positive impact on business performance.
Explain how the desire to be efficient may conflict with becoming effective.
Describe and explain the five dimensions of market-driven management.
Key terms |
|
1 |
2 |
marketing concept |
the achievement of corporate goals through meeting and exceeding customer needs better than the competition |
marketing orientation |
companies with a marketing orientation focus on customer needs as the primary drivers of organizational performance |
production orientation |
a business approach that is inwardly focused either on costs or on a definition of a company in terms of its production facilities |
efficiency
|
a way of managing business processes to a high standard, usually concerned with cost reduction; also called 'doing things right' |
effectiveness |
doing the right thing, making the correct strategic choice |
1 |
2 |
customer value |
perceived benefits minus perceived sacrifice |
customer satisfaction |
the fulfilment of customers' requirements or needs |
shareholder value |
the returns to a company's shareholders, which grow when the company increases its dividends or its share price rises |
customer relationship management (CRM) |
the practice of using information technology to build customer profiles with the objective of identifying, serving and retaining the 'best' customers |
marketing mix |
a framework for the tactical management of the customer relationship, including product, place, price, promotion (the 4-Ps); in the case of services, three other elements to be taken into account are process, people and physical evidence |
product
|
a good or service offered or performed by an organization or individual, which is capable of satisfying customer needs |
price
|
(1) the amount of money paid for a product; (2) the agreed value placed on the exchange by a buyer and seller |
promotional mix |
advertising, personal selling, sales promotion, public relations and direct marketing |
place |
the distribution channels to be used, outlet locations, methods of transportation |
competitive advantage |
a clear performance differential over the competition on factors that are important to target customers |