Great answers to tough marketing questions / P.R. Smith.

By:

Smith, P. R. (Paul Russell), 1957-

Material type: Text

TextPublication details: London ; Sterling, VA : Kogan Page, 2003.Edition: 2nd edDescription: xv, 298 p. : ill. ; 24 cmISBN:

0749440228 (pbk.)

Subject(s):

DDC classification:

658.8 SMI

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Standard Loan	Moylish Library Main Collection	658.8 SMI (Browse shelf(Opens below))	1	Available		39002000388893

Enhanced descriptions from Syndetics:

* Refreshingly easy to read and use, this is a marketing book like no other.

Includes bibliographical references and index.

Table of contents provided by Syndetics

Foreword (p. xi)
Preface--how to use this book (p. xiii)
Acknowledgements (p. xv)
1. Basic concepts and definitions of marketing (p. 1)
When did it all start? (p. 2)
Change, change, change. Do we really have to? (p. 4)
Who needs marketing? (p. 6)
Why are most companies weak at marketing? (p. 8)
What is marketing? (p. 9)
Is marketing an art or a science? (p. 11)
Why bother with researching needs and wants? (p. 13)
In marketing, is something always exchanged? (p. 15)
What are lifetime values? (p. 17)
Are markets becoming more competitive? (p. 19)
Is marketing just a bunch of processes? (p. 21)
2. Segmentation, position and the marketing mix (p. 25)
What exactly is segmentation? (p. 26)
Why bother with segmentation, let's get out and sell? (p. 28)
How do you segment a market? (p. 30)
How do you select a target market? (p. 32)
What exactly is positioning? (p. 34)
How do benefits mix with positioning strategies? (p. 36)
How do you develop a positioning? (p. 38)
What is the marketing mix? (p. 40)
What other marketing mixes exist beyond the 4Ps? (p. 42)
How do you mix the mix? (p. 44)
Why does the marketing mix change? (p. 46)
3. Marketing planning (p. 49)
Why bother planning? (p. 50)
How do marketing plans and corporate plans fit together? (p. 52)
What are the three key resources? (p. 54)
What should be in the perfect marketing plan? (p. 56)
What needs to be analysed? (p. 58)
What are good marketing objectives? (p. 60)
What exactly is strategy? (p. 62)
What is the difference between strategy and tactics? (p. 64)
How do you implement tactical decisions? (p. 66)
Do we really need a review? (p. 68)
Does SOSTAC work? (p. 70)
4. Buyer behaviour (p. 73)
Why do customers buy? (p. 74)
How are buyers influenced by their situation? (p. 76)
What are the mental stages of making a purchase? (p. 78)
What are the major factors that influence buyers? (p. 80)
What social and cultural factors affect buyers? (p. 82)
What psychological factors affect buyers? (p. 84)
How do geodemographics help marketers? (p. 86)
How are business-to-business markets different to consumer markets? (p. 88)
What situations affect organizational buyers? (p. 90)
What stages do industrial, business-to-business and organizational buyers go through when buying? (p. 92)
What are the hidden influences that affect professional buyers? (p. 94)
5. Marketing research (p. 97)
Do we really need to collect more information? (p. 98)
What is a marketing information system? (p. 100)
What kinds of market research can help? (p. 102)
How do you manage a market research project? (p. 104)
What internal sources provide valuable information? (p. 106)
Why pay [pound]10,000 when [pound]1 will do? (p. 108)
What is qualitative research? (p. 110)
What is quantitative research? (p. 112)
Can you give me an example of marketing research in a consumer market? (p. 114)
Can you give me an example of marketing research in an organizational/business-to-business or industrial situation? (p. 116)
How will the IT explosion affect marketing research? (p. 118)
What is low-tech common sense? (p. 120)
6. Product decisions (p. 123)
Don't customers buy products? (p. 124)
What is product quality and how do you measure it? (p. 126)
Why don't great products win all the time? (p. 128)
What's the difference between a product line and a product mix? (p. 130)
What is a product portfolio and how do you balance it? (p. 132)
Could you manage the NPD process? (p. 134)
How do new products enter a market? What is the key? (p. 136)
Do product life cycles really exist? (p. 138)
How can a product designer create competitive advantage? (p. 140)
How can a pack designer create competitive advantage? (p. 141)
How does research help product design? (p. 142)
How can pack research help to create competitive advantage? (p. 144)
7. Service decisions (p. 147)
Why are service industries growing so fast? (p. 148)
What are the five characteristics that separate products from services? (p. 150)
What category of service are you in? (p. 152)
How do you measure quality in services? (p. 153)
Why are the 4Ps inadequate when marketing services? (p. 155)
How does looking after employees pay dividends? (p. 157)
How does physical evidence psychologically influence buyers? (p. 159)
How can low-contact activities be separated from high-contact activities? (p. 161)
Should you extend your range of services or not? (p. 163)
How do you distribute a service? (p. 165)
How are services promoted? (p. 167)
Why is pricing a service different to pricing a product? (p. 169)
8. Pricing decisions (p. 173)
Is price simply what the customer will pay, or is it a more flexible marketing tool? (p. 174)
What is your pricing objective? (p. 176)
What is your pricing strategy? (p. 178)
If a product retails at [pound]9.99, what price can a manufacturer charge? (p. 180)
What are Ohmae's 3Cs which influence pricing? (p. 182)
How many different types of costs are there? (p. 183)
Why should you avoid a price war at all costs? (p. 185)
Don't all customers feel the same about prices? (p. 187)
Why is a cost-orientated approach to pricing wrong? (p. 189)
What is the market-orientated approach to pricing? (p. 191)
What is the systematic approach to pricing? (p. 193)
What are the kinds of problems that relate to pricing? (p. 195)
9. Distribution decisions (p. 199)
Why is dull distribution so important? (p. 200)
How many different types of distribution channels are there? (p. 202)
What are logistics? (p. 204)
What are your distribution strategies? (p. 206)
What are the distributor's responsibilities? (p. 208)
Are retailers really required? (p. 210)
Do you need a big salesforce? (p. 212)
Is armchair shopping here to stay? (p. 214)
How do you select a distribution channel? (p. 216)
How do you choose a distributor? (p. 218)
How do you control distributors? (p. 220)
How do you motivate channel partners? (p. 222)
10. Integrated marketing communications (p. 225)
What is integrated marketing communications (IMC)? (p. 226)
How does IMC help your company? (p. 228)
Who or what will try to stop me from integrating my communications? (p. 230)
How do customers process information? (p. 232)
What are 1-2-1 tools and how do they naturally integrate? (p. 234)
How do advertising, PR and sponsorship integrate? (p. 236)
How do merchandising, point-of-sale, packaging and exhibitions integrate naturally? (p. 238)
How can sales promotions add extra value? (p. 240)
What is the difference between corporate image and corporate identity? (p. 242)
How does the Internet integrate? (p. 244)
What are IMC's 10 golden rules? (p. 246)
11. E-marketing (p. 249)
What is e-marketing? (p. 250)
Is e-marketing a process? (p. 252)
Are the robots taking over--how will e-marketing change? (p. 254)
What is a multi-channel culture? (p. 256)
How can e-marketing help marketers--the 5Ss? (p. 258)
How can Web sites be more effective? (p. 260)
What are the success criteria for an e-business? (p. 262)
Why did the dot coms bomb? (p. 264)
Glossary (p. 267)
Index (p. 289)