SAMENVATTING: MARKETINGMANAGEMENT (4TH EDITION) –MARKETING

Samenvatting: Marketing Management (4th Edition) - Marketing geschreven door Lindesw Gedownload door: niekvanvught | Dit document is auteursrechtelijk beschermd, het verspreiden van dit document is strafbaar. Marketing Management (4th Edition) Winner & Dhar 1 Samenvatting: Marketing Management Fourth Edition Winer & Dhar Stuvia - Koop en Verkoop de Beste Samenvattingen Gedownload door: niekvanvught | Dit document is auteursrechtelijk beschermd, het verspreiden van dit document is strafbaar. Stuvia - Koop en Verkoop de Beste Samenvattingen Marketing Management (4th Edition) Winner & Dhar 2 Inhoudsopgave Chapter 1 - Marketing and the Job of the Marketing Manager ...........................................................3 Chapter 2 - A Strategic Marketing Framework....................................................................................8 Chapter 3 - Marketing Research .......................................................................................................15 Chapter 4 - Analyzing Consumer Behaviour.....................................................................................24 Chapter 5 - Organizational Buying Behaviour...................................................................................33 Chapter 6 - Market Structure and Competitor Analysis ....................................................................40 Chapter 7 - Product Decisions...........................................................................................................46 Chapter 8 - New-Product Development ............................................................................................55 Chapter 9 - Pricing .............................................................................................................................63 Chapter 10 - Communications and Advertising Strategy..................................................................72 Chapter 11 - Sales Promotion ...........................................................................................................83 Chapter 12 - Direct Channels of Distribution: Personal Selling and Direct Marketing .....................90 Chapter 13 - Channels of Distribution .............................................................................................101 Chapter 14 - Customer Relationship Management.........................................................................112 Chapter 15 - Strategies for Service Markets ...................................................................................120 Gedownload door: niekvanvught | Dit document is auteursrechtelijk beschermd, het verspreiden van dit document is strafbaar. Stuvia - Koop en Verkoop de Beste Samenvattingen Marketing Management (4th Edition) Winner & Dhar 3 Chapter 1 - Marketing and the Job of the Marketing Manager Any employee of an organization who either has or could have contact with customers is actually in a marketing job, whether it is in his or her title or not. Any person who can potentially win or lose customers is in marketing. This creates a broad set of marketers in organizations, instead it is more useful to describe when one would use marketing tools and techniques. Marketing is involved and necessary whenever an individual or organization has a choice to make. Marketing is involved in both marketing situations and personal situations, because there is a choice to be made and some individual, organization, or institution has or is attempting to have an influence on the decision. Marketing is the set of activities that attempt to influence choice. Choices are made in a wide variety of contexts and the influences and influencers can vary from context to context, and also from each other in the same situation. Most kinds of organizations need to understand marketing and use marketing techniques to increase the number of ‘customers’ that choose their options instead of others. That is why marketing is pervasive in most developed economies: there are simply too many choices that customers can make, including doing nothing. Therefore, organizations that want to be sustainable successes and achieve their organizational objectives cannot ignore marketing and what it can do for them. At the same time, marketing is very difficult. There is an infinite number of combinations of market segments, prices, etc. Product failures and depressed sales do not always result from poor decisions made by marketers. The environment in which marketing and marketers operate is dynamic and outside the full control of marketing management. The fact that the environment is so dynamic is perhaps the greatest threat to successful implementation of marketing strategies and tools. Although marketing is d