Marketing for the manufacturer:
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Nichtbestimmte Sprache |
| Veröffentlicht: |
Homewood, Ill.
Business One Irwin
1992
|
| Schriftenreihe: | The Business One Irwin/APICS library of integrated resource management
|
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=021717752&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | XVI, 330 S. |
| ISBN: | 1556236484 |
Internformat
MARC
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| 100 | 1 | |a Peter, Jerome Paul |e Verfasser |0 (DE-588)12139591X |4 aut | |
| 245 | 1 | 0 | |a Marketing for the manufacturer |c J. Paul Peter |
| 264 | 1 | |a Homewood, Ill. |b Business One Irwin |c 1992 | |
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| 336 | |b txt |2 rdacontent | ||
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| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a The Business One Irwin/APICS library of integrated resource management | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=021717752&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-021717752 | |
Datensatz im Suchindex
| _version_ | 1819326620556591104 |
|---|---|
| adam_text | CONTENTS
PART1
INTRODUCTION TO MARKETING
CHAPTER 1 STRATEGIC PLANNING AND THE MARKETING
MANAGEMENT PROCESS 3
The Marketing Concept, 3
What Is Marketing? 5
What Is Strategic Planning? 6
Strategic Planning and Marketing Management, 6
The Strategic Planning Process, 7
The Complete Strategic Plan, 19
The Marketing Management Process, 20
Organizational Mission and Objectives, 20
Situation Analysis, 21
Marketing Planning, 24
Implementation and Control of the Marketing Plan, 27
Marketing Information Systems and Marketing Research, 27
The Relationship between the Strategic Plan and the Marketing
Plan, 27
Lessons for the Manufacturer, 29
Appendix: Portfolio Models, 30
PART 2
UNDERSTANDING TARGET MARKETS
CHAPTER 2 MARKETING DECISION SUPPORT SYSTEMS AND
MARKETING RESEARCH 39
Marketing Decision Support Systems, 41
The Marketing Information Center, 41
Marketing Decision Making, 44
Marketing Research, 44
The Research Process, 47
xl
xii Contents
Problems in the Research Process, 54
Lessons for the Manufacturer, 57
Additional Readings, 57
CHAPTER 3 CONSUMER BEHAVIOR 59
The Buying Process, 59
Need Recognition, 60
Alternative Search, 61
Alternative Evaluation, 65
Purchase Decision, 65
Postpurchase Feelings, 66
Group Influences on Consumer Behavior, 69
Cultural and Subcultural Influences, 70
Social Class, 71
Reference Groups, 71
Product Class Influences, 75
Situational Influences, 75
Lessons for the Manufacturer, 77
Additional Readings, 78
Appendix: Selected Consumer Behavior Data Sources, 79
CHAPTER 4 ORGANIZATIONAL BUYER BEHAVIOR 81
Product Influences on Organizational Buying, 81
Structural Influences on Organizational Buying, 83
Joint Decision Making, 85
Organization-Specific Factors, 87
Behavioral Influences on Organizational Buying, 87
Personal Motivations, 87
Role Perception, 88
Stages in the Buying Process, 90
Problem Recognition, 92
Assignment of Buying Authority, 92
Search Procedures, 93
Choice Procedures, 93
Lessons for the Manufacturer, 94
Additional Readings, 95
Contents xiil
CHAPTER 5 MARKET SEGMENTATION 97
Delineate the Firm s Current Situation, 98
Determine Consumer Needs and Wants, 99
Divide Markets on Relevant Dimensions, 100
A Priori versus Post Hoc Segmentation, 100
Relevance of Segmentation Dimensions, 101
Bases for Segmentation, 101
Develop Product Positioning, 109
Decide Segmentation Strategy, 111
Design Marketing Mix Strategy, 114
Lessons for the Manufacturer, 114
Additional Readings, 115
PART 3
DEVELOPING THE MARKETING MIX
CHAPTER 6 PRODUCT STRATEGY 119
Basic Issues in Product Management, 119
Product Definition, 119
Product Classification, 121
Product Mix and Product Line, 123
Packaging and Branding, 126
Product Life Cycle, 128
The Product Audit, 132
Deletions, 132
Product Improvement, 134
Organizing for Product Management, 136
Lessons for the Manufacturer, 137
Additional Readings, 139
CHAPTER 7 NEW PRODUCT PLANNING AND DEVELOPMENT 141
New Product Policy, 143
New Product Planning and Development Process, 146
Idea Generation, 147
Idea Screening, 148
Project Planning, 149
Product Development, 150
xlv Contents
Test Marketing, 151
Commercialization, 152
The Importance of Time, 152
Causes of New Product Failure, 153
Need for Research, 154
Lessons for the Manufacturer, 156
Additional Readings, 156
CHAPTER 8 PROMOTION STRATEGY: ADVERTISING AND
SALES PROMOTION 159
The Promotion Mix, 159
Advertising: Planning and Strategy, 161
Objectives of Advertising, 163
Specific Tasks of Advertising, 164
Advertising Decisions, 166
The Expenditure Question, 166
The Allocation Question, 169
Sales Promotion, 176
Push versus Pull Marketing, 177
Trade Sales Promotions, 178
Consumer Promotions, 179
What Sales Promotion Can and Can t Do, 181
Lessons for the Manufacturer, 181
Additional Readings, 182
Appendix: Major Federal Agencies Involved in Control of
Advertising, 183
CHAPTER 9 PROMOTION STRATEGY: PERSONAL SELLING 185
Importance of Personal Selling, 185
The Sales Process, 187
Selling Fundamentals, 189
Managing the Sales Process, 193
The Sales Management Task, 194
Controlling the Sales Force, 195
Lessons for the Manufacturer, 204
Additional Readings, 205
Contents XV
CHAPTER 10 DISTRIBUTION STRATEGY 207
The Need for Marketing Intermediaries, 207
Classification of Marketing Intermediaries and Functions, 208
Channels of Distribution, 210
Selecting Channels of Distribution, 212
General Considerations, 212
Specific Considerations, 214
Managing a Channel of Distribution, 220
A Channel Leader, 220
Lessons for the Manufacturer, 222
Additional Readings, 223
CHAPTER 11 PRICING STRATEGY 225
Demand Influences on Pricing Decisions, 225
Supply Influences on Pricing Decisions, 228
Pricing Objectives, 229
Cost Considerations in Pricing, 229
Product Consideration in Pricing, 231
Environmental Influences on Pricing Decisions, 232
Competition, 232
Government Regulations, 233
A General Pricing Decision Model, 234
Lessons for the Manufacturer, 236
Additional Readings, 237
PART 4
FUNCTIONAL RELATIONSHIPS IN ORGANIZATION
CHAPTER 12 MARKETING-MANUFACTURING INTERFACES 241
Organizational Structure, 242
Functional Organizational Structure, 242
Geographic Organization Structure, 244
Divisional Organizational Structure, 245
Strategic Business Unit Structure, 245
Matrix Organization Structure, 246
Organizational Culture, 248
xvi Contents
Functional Interfaces, 252
Consumer Means-Ends Chain Analysis, 253
Quality Function Deployment, 258
Lessons for the Manufacturer, 262
Additional Readings, 263
PART 5
CASES IN MARKETING MANAGEMENT
CASE 1 TIMEXCORP. 267
CASE 2 TSR HOBBIES, INC.— DUNGEONS AND
DRAGONS 271
CASE 3 CATERPILLAR TRACTOR COMPANY 281
CASE 4 HARLEY-DAVIDSON, INC.—MOTORCYCLE
DIVISION 297
Index 321
|
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| indexdate | 2024-12-20T14:58:27Z |
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| isbn | 1556236484 |
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