- •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
Study questions
What are the differences between organizational buying behaviour and consumer buying behaviour?
Choose a recent purchase that included not only yourself but also other people in making the decision. What role(s) did you play in the buying centre? What roles did these other people play and how did they influence your choice?
Review your decision to choose the educational establishment you are attending in terms of need recognition, information search, evaluation of alternatives and post- selection evaluation.
Review the choice criteria influencing some recent purchases such as a hairstyle, a meal, etc.
Why is relationship management important in many supplier - customer interactions? How can suppliers build up close relationships with organizational customers?
Key terms |
|
1 |
2 |
buying centre |
a group which is involved in the buying decision; also known as a decision-making unit (DMU) in industrial buying situations |
decision-making process |
the stages that organizations and people pass through when purchasing a physical product or service |
information search |
the identification of alternative ways of problem solving |
awareness set |
the set of brands that the consumer is aware may provide a solution to a problem |
evoked set |
the set of brands that the consumer seriously evaluates before making a purchase |
beliefs |
descriptive thoughts that a person holds about something |
attitude |
the degree to which a customer or prospect likes or dislikes a brand |
perception
|
the process by which people select, organize and interpret sensory stimulation into a meaningful picture of the world |
selective attention |
the process by which people screen out those stimuli that are neither meaningful to them nor consistent with their experiences and beliefs |
1 |
2 |
selective distortion |
the distortion of information received by people according to their existing beliefs and attitudes |
selective retention |
the process by which people only retain a selection of messages in memory |
information framing |
the way in which information is presented to people |
cognitive dissonance |
post-purchase concerns of a consumer arising from uncertainty as to whether a decision to purchase was the correct one |
information processing |
the process by which a stimulus is received, interpreted, stored in memory and later retrieved |
classical conditioning |
the process of using an established relationship between a stimulus and a response to cause the learning of the same response to a different stimulus |
operant conditioning |
the use of rewards to generate reinforcement of response |
cognitive learning |
the learning of knowledge, and development of beliefs and attitudes without direct reinforcement |
rote learning |
the learning of two or more concepts without conditioning |
vicarious learning |
learning from others without direct experience or reward |
reasoning
|
a more complex form of cognitive learning where conclusions are reached by connected thought |
motivation
|
the process involving needs that set drives in motion to accomplish goals |
choice criteria
|
the various attributes (and benefits) people use when evaluating products and services |
1 |
2 |
personality |
the inner psychological characteristics of individuals that lead to consistent responses to their environment |
lifestyle |
the pattern of living as expressed in a person's activities, interests and opinions |
culture |
the traditions, taboos, values and basic attitudes of the whole society in which an individual lives |
reference group |
a group of people, which influences an individual's attitude or behaviour |
new task |
refers to the first-time purchase of a product or input by an organization |
straight rebuy |
refers to a purchase by an organization from a previously approved supplier of a previously purchased item |
modified rebuy |
where a regular requirement for the type of product exists and the buying alternatives are known but sufficient (e.g. a delivery problem has occurred) to require some alteration to the normal supply procedure |
just-in-time (JIT) |
the JIT concept aims to minimize stocks by organizing a supply system that provides materials and components as they are required |
vertical electronic marketplaces |
online procurement sites that are dedicated to sourcing supplies for producers in one particular industry |
horizontal electronic marketplaces |
online procurement sites that cross several industries and are typically used to source low-cost supplies such as MRO items |
reverse marketing |
the process whereby the buyer attempts to persuade the supplier to provide exactly what the organization wants |
1 |
2 |
relationship marketing |
the process of creating, maintaining and enhancing strong relationships with customers and other stakeholders |