- •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
Discuss the advantages of market segmentation.
Choose a market that you are familiar with and use benefit segmentation to identify the market segments. What are the likely profiles of the resulting segments?
Discuss the ethical implications of marketing to children.
Many consumer goods companies have recently been experimenting with the possibilities of a customized target marketing strategy. What are the advantages and limitations of such a strategy?
What is the difference between positioning and repositioning? Choose a brand that has been repositioned in the marketplace and describe both its old positioning and its new positioning. Is its repositioning strategy best described as image, product, intangible or tangible repositioning?
Key terms |
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market segmentation |
the process of identifying individuals or organizations with similar characteristics that have significant implications for the determination of marketing strategy |
psychographic segmentation |
the grouping of people according to their lifestyle and personality characteristics |
profile segmentation |
the grouping of people in terms of profile variables such as age and socio-economic group so that marketers can communicate to them |
benefit segmentation |
the grouping of people based on the different benefits they seek from a product |
lifestyle segmentation |
the grouping of people according to their pattern of living as expressed in their activities, interests and opinions |
geodemographics |
the process of grouping households into geographic clusters based upon such information as type of accommodation, occupation, number and age of children, and ethnic background |
target marketing |
selecting a segment as the focus for a company's offering or communications |
undifferentiated marketing
|
a market coverage strategy where a company decides to ignore market segment differences, and to develop a single marketing mix for the whole market |
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differentiated marketing |
a market coverage strategy where a company decides to target several market segments, and to develop separate marketing mixes for each |
focused marketing |
a market coverage strategy where a company decides to target one market segment with a single marketing mix |
customized marketing |
a market coverage strategy where a company decides to target individual customers, and to develop separate marketing mixes for each |
mass customization |
the opposite to mass production, which means that all products produced are customized to the predetermined needs of a specific customer |
positioning |
the choice of target market (where the company wishes to compete) and differential advantage (how the company wishes to compete) |
repositioning |
changing the target market or differential advantage, or both |