Marketing in a Global Business
Table of Contents
A Brief History of Academic Marketing Thought ..................................................................... 3
Chapter 1: Scope of Marketing for New Realities ..................................................................... 4
Chapter 2: Marketing Strategies and Plans ................................................................................ 9
Chapter 3: Marketing Research and Analysis .......................................................................... 14
Chapter 4: Building Long-Term Customer Relationships ....................................................... 21
Chapter 5: Buying Dynamics of Consumers and Businesses .................................................. 25
Chapter 6: Target Marketing .................................................................................................... 34
Chapter 7: Competitive & Effective Brand Positioning .......................................................... 37
Chapter 8: Branding and Core Business Growth ..................................................................... 42
Chapter 9: Product Mix and New Offerings ............................................................................ 48
Chapter 10: Analysing and Marketing Services ...................................................................... 53
Chapter 11: Concepts and Tools for Strategic Pricing............................................................. 57
Chapter 12: Developing and Managing Strategic and Integrated Marketing Channels .......... 64
Chapter 13: Managing, Retailing, Wholesaling and Logistics ................................................ 72
Chapter 14: Designing and Managing Integrated Marketing Communications ...................... 77
Chapter 15: Managing Mass Communications: Advertising, Sales Promotions, Events and
Experiences and Public Relations ............................................................................................ 80
Chapter 16: Managing Digital Communications: Online, Social Media and Mobile.............. 85
Chapter 17: Managing Personal Communications: Direct and Database Marketing and
Personal Selling ....................................................................................................................... 88
Chapter 18: Responsible Marketing in a Global Environment ................................................ 93
,USE AT YOUR OWN DISCRETION
,A Brief History of Academic Marketing Thought
Era I: Traditional approaches to marketing thought (ca. 1900 – 1955):
- Focus on micromarketing.
- First marketing courses taught at US universities in 1902.
- Background: Factories with mass production; emergence of national brand & chain
stores; rural mail & package delivery; growing newspaper & magazine advertising;
completion of the transcontinental railroad.
o How to improve mass distribution to facilitate mass consumption?
- Focus on Marketing Functions: Distribution & exchange activities by specialised
marketing institutions/middlemen.
o Purpose? à To move agricultural & manufacturing commodities from supply
sources to demand places, were socially useful & economically valuable.
Era II: Paradigm Shift (ca. 1955 – 1975):
- Focus on marketing management (micro marketing).
- Based on work by Wroe Alderson.
- Focus on marketing management as the new mainstream. Largely based on work by
Wroe Alderson & Jerome McCarthy. Perspective of the marketing manager/the seller
(micro marketing). How should organisations market their products & services?
Marketing mixes à Direct impact on firm sales.
- Background: After WWII, shift in capacity from military production to consumer
goods spurred economic growth in the US. Creation of surpluses. Necessity for
demand generation.
Era III: Paradigm Broadening (ca. 1975 – 2020):
- Based on work by Philip Kotler & co-authors (ca. 1975 – 2000).
- 4 major institutionalised fields of study.
o Marketing management; Consumer behaviour à Psychology entered
marketing discipline; Quantitative/modelling; Micromarketing.
Era IV: (2020 - ?):
- Micromarketing as a field of significant promise?
Micromarketing School of Thought:
- Concept of “micromarketing” emerged in the 1970s.
- Addresses the big picture: A societal perspective; A high level of aggregation; The
consequences of marketing on society; The consequences of society on marketing.
, Chapter 1: Scope of Marketing for New Realities
The Value of Marketing
Successful marketing builds demand for products and services, which, in turn, creates jobs.
By contributing to the bottom line, successful marketing also allows firms to more fully
engage in socially responsible activities.
Many firms, even service and nonprofit, now have a chief marketing officer (CMO) to put
marketing on a more equal footing with other C-level executives such as the chief financial
officer (CFO) or chief information officer (CIO).
At greatest risk are those that fail to carefully monitor their customers and competitors,
continuously improve their value offerings and marketing strategies, or satisfy their
employees, stockholders, suppliers, and channel partners in the process.
The Scope of Marketing
Marketing: Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering and exchanging offerings that have value for customers, clients,
partners, and society at large.
Marketing Management: The art and science of choosing target markets and getting,
keeping, and growing customers through creating, delivering, and communicating superior
customer value.
The aim of marketing is to know and understand the customer so well that the product or
service fits him and sells itself. Marketing should result in a customer who is ready to buy.
What is Marketed:
- Goods: Physical goods constitute the bulk of most countries’ production and
marketing efforts.
- Services: As economies advance, a growing proportion of their activities focuses on
the production of services.
- Events: Marketers promote time-based events, such as major trade shows, artistic
performances, and company anniversaries.
- Experiences: By orchestrating several services and goods, a firm can create, stage,
and market experiences.
- Persons: Artists, musicians, CEOs, physicians, high-profile financiers, and other
professionals often get help from marketers.
- Places: Cities, states, regions, and whole nations compete to attract tourists, residents,
factories, and company headquarters.
- Properties: Properties are intangible rights of ownership to either real property (real
estate) or financial property (stocks/bonds). They can be bought and sold and
therefore require marketing through the efforts of real estate agents, investment
companies, and banks.
- Organisations: Museums, performing arts organizations, corporations, and nonprofits
all use marketing to boost their public images and compete for audiences and funds.
- Information: Information is essentially what books, schools, and universities
produce, market, and distribute at a price to parents, students, and communities.
Table of Contents
A Brief History of Academic Marketing Thought ..................................................................... 3
Chapter 1: Scope of Marketing for New Realities ..................................................................... 4
Chapter 2: Marketing Strategies and Plans ................................................................................ 9
Chapter 3: Marketing Research and Analysis .......................................................................... 14
Chapter 4: Building Long-Term Customer Relationships ....................................................... 21
Chapter 5: Buying Dynamics of Consumers and Businesses .................................................. 25
Chapter 6: Target Marketing .................................................................................................... 34
Chapter 7: Competitive & Effective Brand Positioning .......................................................... 37
Chapter 8: Branding and Core Business Growth ..................................................................... 42
Chapter 9: Product Mix and New Offerings ............................................................................ 48
Chapter 10: Analysing and Marketing Services ...................................................................... 53
Chapter 11: Concepts and Tools for Strategic Pricing............................................................. 57
Chapter 12: Developing and Managing Strategic and Integrated Marketing Channels .......... 64
Chapter 13: Managing, Retailing, Wholesaling and Logistics ................................................ 72
Chapter 14: Designing and Managing Integrated Marketing Communications ...................... 77
Chapter 15: Managing Mass Communications: Advertising, Sales Promotions, Events and
Experiences and Public Relations ............................................................................................ 80
Chapter 16: Managing Digital Communications: Online, Social Media and Mobile.............. 85
Chapter 17: Managing Personal Communications: Direct and Database Marketing and
Personal Selling ....................................................................................................................... 88
Chapter 18: Responsible Marketing in a Global Environment ................................................ 93
,USE AT YOUR OWN DISCRETION
,A Brief History of Academic Marketing Thought
Era I: Traditional approaches to marketing thought (ca. 1900 – 1955):
- Focus on micromarketing.
- First marketing courses taught at US universities in 1902.
- Background: Factories with mass production; emergence of national brand & chain
stores; rural mail & package delivery; growing newspaper & magazine advertising;
completion of the transcontinental railroad.
o How to improve mass distribution to facilitate mass consumption?
- Focus on Marketing Functions: Distribution & exchange activities by specialised
marketing institutions/middlemen.
o Purpose? à To move agricultural & manufacturing commodities from supply
sources to demand places, were socially useful & economically valuable.
Era II: Paradigm Shift (ca. 1955 – 1975):
- Focus on marketing management (micro marketing).
- Based on work by Wroe Alderson.
- Focus on marketing management as the new mainstream. Largely based on work by
Wroe Alderson & Jerome McCarthy. Perspective of the marketing manager/the seller
(micro marketing). How should organisations market their products & services?
Marketing mixes à Direct impact on firm sales.
- Background: After WWII, shift in capacity from military production to consumer
goods spurred economic growth in the US. Creation of surpluses. Necessity for
demand generation.
Era III: Paradigm Broadening (ca. 1975 – 2020):
- Based on work by Philip Kotler & co-authors (ca. 1975 – 2000).
- 4 major institutionalised fields of study.
o Marketing management; Consumer behaviour à Psychology entered
marketing discipline; Quantitative/modelling; Micromarketing.
Era IV: (2020 - ?):
- Micromarketing as a field of significant promise?
Micromarketing School of Thought:
- Concept of “micromarketing” emerged in the 1970s.
- Addresses the big picture: A societal perspective; A high level of aggregation; The
consequences of marketing on society; The consequences of society on marketing.
, Chapter 1: Scope of Marketing for New Realities
The Value of Marketing
Successful marketing builds demand for products and services, which, in turn, creates jobs.
By contributing to the bottom line, successful marketing also allows firms to more fully
engage in socially responsible activities.
Many firms, even service and nonprofit, now have a chief marketing officer (CMO) to put
marketing on a more equal footing with other C-level executives such as the chief financial
officer (CFO) or chief information officer (CIO).
At greatest risk are those that fail to carefully monitor their customers and competitors,
continuously improve their value offerings and marketing strategies, or satisfy their
employees, stockholders, suppliers, and channel partners in the process.
The Scope of Marketing
Marketing: Marketing is the activity, set of institutions, and processes for creating,
communicating, delivering and exchanging offerings that have value for customers, clients,
partners, and society at large.
Marketing Management: The art and science of choosing target markets and getting,
keeping, and growing customers through creating, delivering, and communicating superior
customer value.
The aim of marketing is to know and understand the customer so well that the product or
service fits him and sells itself. Marketing should result in a customer who is ready to buy.
What is Marketed:
- Goods: Physical goods constitute the bulk of most countries’ production and
marketing efforts.
- Services: As economies advance, a growing proportion of their activities focuses on
the production of services.
- Events: Marketers promote time-based events, such as major trade shows, artistic
performances, and company anniversaries.
- Experiences: By orchestrating several services and goods, a firm can create, stage,
and market experiences.
- Persons: Artists, musicians, CEOs, physicians, high-profile financiers, and other
professionals often get help from marketers.
- Places: Cities, states, regions, and whole nations compete to attract tourists, residents,
factories, and company headquarters.
- Properties: Properties are intangible rights of ownership to either real property (real
estate) or financial property (stocks/bonds). They can be bought and sold and
therefore require marketing through the efforts of real estate agents, investment
companies, and banks.
- Organisations: Museums, performing arts organizations, corporations, and nonprofits
all use marketing to boost their public images and compete for audiences and funds.
- Information: Information is essentially what books, schools, and universities
produce, market, and distribute at a price to parents, students, and communities.
