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Файл:Burdakova_O.L._ta_insh.Suchasniy_marketing.Navc...doc
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- •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
Questions
Discuss the different bases that Skoda Auto uses to segment its market.
Evaluate Skoda UK's repositioning strategy. Why was it successful?
Content
Chapter 1. Marketing in the modern Firm
Marketing Spotlight……………………………..………………….…3
Chapter 2. The Marketing Environment
Marketing Spotlight…………………………………….…………….34
Chapter 3. Understanding Customer Behaviour
Marketing Spotlight…………………………………………………..72
Chapter 4. Marketing Research and Information Systems
Marketing Spotlight………………………………………….….…..121
Chapter 5. Market Segmentation and Positioning
Marketing Spotlight………………………………………….……..154 Literature
Drucker P.F. The practice of management, London: Heinemann, 1999
Brown R.J. Marketing: a function and a philosophy, 1987
Doyle P. Value-based marketing, Chichester: John Wiley & Sons, Ltd.,2000
Underhill P. Why we buy: The science of shopping , London: Texere, 2000
Williams K.C. Behavioural aspects of marketing, London: Heinemann, 1981
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