What You Need to Know About Marketing by Middleton, Simon -- Read -- Imperial Library of Trantor

Index

Cover What You Need to Know Title page Copyright page INTRODUCTION

LET’S GET STARTED MARKETING VERSUS SALES NEEDS VERSUS WANTS

CHAPTER 1 THE CUSTOMERS

NEEDS, WANTS AND DEMANDS VALUE PROPOSITIONS MARKETING OFFERS THE DIFFERENCE BETWEEN CUSTOMERS AND CONSUMERS CUSTOMERS AND PROFIT CUSTOMER VALUE AND CUSTOMER SATISFACTION CREATING PROFITABLE RELATIONSHIPS THE MARKET AND THE INDUSTRY

CHAPTER 2 THE PRODUCT

THE PRODUCT–SERVICE SPECTRUM EXPERIENCES THREE LEVELS OF A PRODUCT CLASSIFYING ‘CONSUMER’ PRODUCTS DEGREES OF CONSUMER INVOLVEMENT CONVENIENCE PRODUCTS SHOPPING PRODUCTS SPECIALITY PRODUCTS WE’RE ALL IN THE SERVICE BUSINESS BUSINESS PRODUCTS THE LIFE-CYCLE OF PRODUCTS NEW PRODUCT DEVELOPMENT THE NEW PRODUCT IMPERATIVE NOT EVERY NEW PRODUCT IS REALLY NEW MANAGING THE PRODUCT PORTFOLIO SUPPLY AND DEMAND OF PRODUCTS FROM SUPPLY-LED TO DEMAND-DRIVEN

CHAPTER 3 THE MARKET

ENVIRONMENTAL SCANNING LOOKING AT THE COMPETITION THE THREAT FROM COMPETITORS MARKET SEGMENTATION SEGMENTATION APPROACHES FROM SEGMENTATION TO TARGETING TAKING A POSITION IN THE MARKET SIX STEPS FROM SEGMENTATION TO MARKETING STRATEGY TARGET SEGMENTS ARE MADE OF REAL PEOPLE LOW, MEDIUM AND HIGH INVOLVEMENT INFORMATION SEARCH THE AWARENESS SET AND EVALUATION THE PURCHASING DECISION AND POST-PURCHASE EVALUATION

CHAPTER 4 BRANDING

BRAND IN THE BOARDROOM BRAND AS A SET OF MEANINGS STRONG DOESN’T NECESSARILY MEAN POSITIVE MEANING CHANGES WITH BEHAVIOUR NOT JUST COMMUNICATIONS BRAND AS VALUE THE CHARACTERISTICS OF SUCCESSFUL BRANDS AN ANCHOR IN THE MIND LOVEMARKS, THE FUTURE BEYOND BRANDING FROM BRAND TO BRAND POSITIONING BRAND ARCHITECTURE BRAND IDENTITY BRAND EXTENSION AND SUB-BRANDS

CHAPTER 5 COMMUNICATING

THE SECOND ‘P’ THE MARKETING COMMUNICATIONS MIX MARKETING COMMUNICATIONS STRATEGY THE DIFFERENCE BETWEEN THE MARKET AND THE AUDIENCE PUSHING AND PULLING IN THE MARKET OBSTACLES IN THE MARCOMMS PROCESS FROM GAINING ATTENTION TO PROMPTING ACTION ADVERTISING: NOT DEAD YET FOUR ELEMENTS TO GET RIGHT DIRECT RESPONSE ADVERTISING HITTING THE TARGET WITH DIRECT MARKETING PUBLIC RELATIONS: FROM GOODWILL TO PROMOTIONAL TOOL MEDIA RELATIONS THE RISE AND RISE OF SPONSORSHIP SALES PROMOTION THE SURPRISING SURVIVAL OF THE SALES REPRESENTATIVE

CHAPTER 6 PRICE AND PLACE

GETTING IN FRONT OF THE CUSTOMER THE MARKETER’S VIEW OF PLACE THE SUPPLY CHAIN AND THE CHANNEL OF DISTRIBUTION MANUFACTURERS RETAILERS AND RESELLERS WHOLESALERS AGENTS LOGISTICS COMPANIES THE POWER RELATIONSHIP BETWEEN PLAYERS CHOOSING THE MARKET ‘PLACE’ TIME AND CONVENIENCE THE INTERNET IN THE SUPPLY CHAIN PRICING: NOT JUST A MATTER OF MONEY CUSTOMER VALUE PRICING REVENUE AND PROFIT PRICING STRATEGIES MARKET-FOCUSED PRICING COST-BASED PRICING MORE PRICE COMPLEXITY PRICING TACTICS ELASTICITY OF DEMAND FEAR OF THE ROUND POUND

CHAPTER 7 STRATEGY, PLANNING AND TACTICS

CHOOSING A STRATEGIC ORIENTATION PRODUCTION ORIENTATION PRODUCT ORIENTATION SALES ORIENTATION MARKETING ORIENTATION CONFLICTS PROMPTED BY THE MARKETING ORIENTATION MARKETING STRATEGY TO MARKETING PLAN CREATING THE MARKETING PLAN ANALYSIS OF CURRENT SITUATION SETTING STRATEGIC MARKETING OBJECTIVES DESCRIBING THE MARKETING PLAN IMPLEMENTATION MONITORING AND EVALUATION

CHAPTER 8 THE THIRD AGE OF MARKETING

FROM MASS MARKETING TO POSITIONING, TO LOVE! THE DAWN OF MARKETING 3.0 THE ARRIVAL OF THE GLOBAL CONVERSATION THREE DEMANDS OF THE NEWLY CONNECTED CONSUMERS THE REBIRTH OF MISSION STATEMENTS POSITIVE ENGAGEMENT IN THE ONLINE CONVERSATION SEARCH AS THE MOST EFFECTIVE FORM OF RESEARCH NOT SEARCH TACTICS BUT SEARCH STRATEGY THE SEARCH CONVERSATION MINDSET

CONCLUSION ACKNOWLEDGEMENTS Index