Fundamentals_of_Marketing

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PREFACE ■ ■ ■ ■ This book aims to provide a comprehensive introduction to the subject of marketing. While it covers most of the topics found in other texts it also provides a solid theoretical background which can act as a springboard to discuss contemporary issues and controversies within marketing theory and practice. The text is focused on the mainstream functionalist account based on psychological theory, rather than alternative sociological and anthropological texts on offer. As psychology acts as the bedrock of most explanations of consumer behaviour, a range of psychological theories have been examined, with limited discussion of the associated controversies. In this respect Freudian theory, behaviourism and cognitive learning theory are detailed in an early chapter. This preliminary exposition informs the subsequent coverage of involvement and brand loyalty, where different theoretical explanations, such as cognitive and behaviourist theories, are discussed alongside synthetic accounts. The overall aim is to disabuse students of the belief that there is only one way of understanding marketing activities and to enable them to compare and contrast different accounts. While the text is written from a European perspective, reflecting the point of origin of its contributors, it is intended for use by students from any country or background. The text has been developed and written by Marilyn Stone, Heriot-Watt University and John Desmond, St Andrews University, ably supported by J.B. (Ian) McCall and by Sarah Dougan. Although all the others have discussed at length the text, particular responsibility for the individual chapters has been as follows. John Desmond: Chapter 1, ‘Marketing: development and scope of the subject’, Chapter 2, ‘Strategic marketing and the planning process’, Chapter 3, ‘Consumer buyer behaviour’, Chapter 4, ‘Industrial buyer behaviour’ (supported by Marilyn Stone), Chapter 5, ‘Segmentation, targeting and positioning (supported by Sarah Dougan)’, Chapter 6, ‘Branding’, Chapter 7, ‘Product’ (supported by Sarah Dougan and Marilyn Stone), Chapter 9, ‘Promotion’ (supported by Marilyn Stone), and Chapter 11, ‘Virtual Marketing’. Marilyn Stone: Chapter 5, ‘Marketing research’ (supported by John Desmond), Chapter 10, ‘Place: channels of distribution’, and Chapter 13, ‘Marketing planning and implementation’. J.B. (Ian) McCall and Marilyn Stone: Chapter 8, ‘Pricing’. Once the draft chapters were prepared, the authors read each other’s contribution to link the chapters of the text. Examples have been drawn from a range of countries and situations, which it is hoped will help students to relate to the issues being discussed. Marilyn Stone undertook the overall editing of the text. xvii ■ ■ ■
■ ■ ■ ■ ACKNOWLEDGEMENTS Much appreciation is given to others who have supported the preparation of the marketing text, including Professor Chris Eynon, Managing Director of TNS (System Three), and Professor John Fernie, Director of Heriot-Watt University, School of Management and Languages. Thanks are due to all the others who encouraged the authors to complete the book. In particular, thanks are due to Francesca Heslop and Emma Joyes for their encouraging editing support. Hazel Loeb gave useful research assistance in the preparation of the initial draft of the distributed learning material. Thanks should also go to our students over the years who, with their enthusiasm, have encouraged and stimulated our interest in teaching marketing in its various guises. Finally, thanks go to our families and friends, who have supported the process of getting the text to press. Despite all the support and effort made to prepare a fair assessment of the topic of marketing as opined by myself, John Desmond and J.B. (Ian) McCall, the ultimate responsibility for what has been written rests with the authors. While it is intended that this should be as accurate as possible, any mistakes or omissions that may have been made are of our own making and not of those others who have supported us in the task. Marilyn A. Stone John Desmond ■ ■ ■ xviii
Page 2: FUNDAMENTALS OF MARKETING Fundament
Page 5 and 6: First published 2007 by Routledge 2
Page 8 and 9: CONTENTS ■ ■■■ List of illu
Page 10 and 11: ■ ■ ■ ■ CONTENTS Facets of
Page 12 and 13: ILLUSTRATIONS ■ ■ ■ ■ 1 The
Page 14 and 15: TABLES ■ ■ ■ ■ 1.1 Marketin
Page 16 and 17: CASE STUDIES ■ ■ ■ ■ ■
Page 20 and 21: ABBREVIATIONS ■ ■ ■ ■ A&R A
Page 22 and 23: ■ ■ ■ ■ ABBREVIATIONS M&S M
Page 24 and 25: INTRODUCTION A functionalist approa
Page 26 and 27: 1 MARKETING: DEVELOPMENT AND SCOPE
Page 28 and 29: ■ ■ ■ ■ MARKETING: DEVELOPM
Page 46 and 47: ■ ■ ■ ■ STRATEGIC MARKETING
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3 CONSUMER BUYER BEHAVIOUR LEARNING
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■ ■ ■ ■ CONSUMER BUYER BEHA
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■ ■ ■ ■ INDUSTRIAL BUYER BE
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■ ■ ■ ■ MARKETING RESEARCH
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■ ■ ■ ■ SEGMENTATION, TARGE
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7 BRANDING LEARNING OBJECTIVES Afte
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■ ■ ■ ■ BRANDING Lifebuoy c
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■ ■ ■ ■ BRANDING BRAND DECI
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■ ■ ■ ■ BRANDING (loving go
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Next attention was devoted to devel
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■ ■ ■ ■ BRANDING Brands, me
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■ ■ ■ ■ BRANDING that refer
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■ ■ ■ ■ BRANDING Time perio
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■ ■ ■ ■ BRANDING Community
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■ ■ ■ ■ BRANDING against it
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■ ■ ■ ■ BRANDING differenti
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BRAND PERSONALITY: FCUKED? The reta
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8 PRODUCT LEARNING OBJECTIVES When
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■ ■ ■ ■ PRODUCT of the comm
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■ ■ ■ ■ PRODUCT item. Anoth
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■ ■ ■ ■ PRODUCT VIRGIN’S
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■ ■ ■ ■ PRODUCT BUTLINS HOL
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■ ■ ■ ■ PRODUCT Table 8.2 T
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■ ■ ■ ■ PRODUCT stage and s
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■ ■ ■ ■ PRODUCT NEW PRODUCT
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■ ■ ■ ■ PRODUCT employees a
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■ ■ ■ ■ PRODUCT STAGE 3 CON
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■ ■ ■ ■ PRODUCT whitener, w
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■ ■ ■ ■ PRODUCT is a contro
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■ ■ ■ ■ PRODUCT $660m on ho
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■ ■ ■ ■ PRODUCT SIMULATED T
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■ ■ ■ ■ PRODUCT West televi
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■ ■ ■ ■ PRODUCT the product
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■ ■ ■ ■ PRODUCT comparisons
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■ ■ ■ ■ PRODUCT Table 8.5 A
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■ ■ ■ ■ PRODUCT Table 8.6 T
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■ ■ ■ ■ PRODUCT Zealand ind
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9 PRICING LEARNING OBJECTIVES When
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■ ■ ■ ■ PRICING PRICE AND T
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■ ■ ■ ■ PRICING need for th
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■ ■ ■ ■ PRICING Table 9.1 S
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■ ■ ■ ■ PRICING go out of b
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■ ■ ■ ■ PRICING one. Unlike
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■ ■ ■ ■ PRICING ■ ■ ■
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■ ■ ■ ■ PRICING updated. Th
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■ ■ ■ ■ PRICING in US terms
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■ ■ ■ ■ PRICING often are c
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■ ■ ■ ■ PRICING CAR PRICE W
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■ ■ ■ ■ PRICING Clearly, a
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■ ■ ■ ■ PRICING CONCLUSION
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■ ■ ■ ■ PROMOTION INTRODUCT
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■ ■ ■ ■ PROMOTION Table 10.
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■ ■ ■ ■ PROMOTION scope. On
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■ ■ ■ ■ PROMOTION or of gen
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■ ■ ■ ■ PROMOTION of involv
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■ ■ ■ ■ PROMOTION Chapter 7
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■ ■ ■ ■ PROMOTION ONE VOICE
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■ ■ ■ ■ PROMOTION ■ ■
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■ ■ ■ ■ PROMOTION someone w
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■ ■ ■ ■ PROMOTION planning
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■ ■ ■ ■ PROMOTION comprisin
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MADAME TUSSAUD’S SEEKS STAR PARTN
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■ ■ ■ ■ PROMOTION ADVERTISI
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■ ■ ■ ■ PROMOTION Some mode
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■ ■ ■ ■ PROMOTION ANALYSE T
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■ ■ ■ ■ PROMOTION CONCLUSIO
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11PLACE: CHANNELS OF DISTRIBUTION L
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■ ■ ■ ■ PLACE: CHANNELS OF
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12 VIRTUAL MARKETING LEARNING OBJEC
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■ ■ ■ ■ VIRTUAL MARKETING d
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■ ■ ■ ■ VIRTUAL MARKETING t
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■ ■ ■ ■ VIRTUAL MARKETING F
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■ ■ ■ ■ VIRTUAL MARKETING D
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■ ■ ■ ■ VIRTUAL MARKETING c
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■ ■ ■ ■ VIRTUAL MARKETING T
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■ ■ ■ ■ VIRTUAL MARKETING e
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■ ■ ■ ■ VIRTUAL MARKETING 1
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■ ■ ■ ■ MARKETING PLANNING
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NOTES ■ ■ ■ ■ 1 MARKETING:
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ANSWERS TO REVIEW QUESTIONS 1 MARKE
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■ ■ ■ ■ ANSWERS TO REVIEW Q
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■ ■ ■ ■ REFERENCES Levitt,
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■ ■ ■ ■ REFERENCES Belk, R.
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■ ■ ■ ■ REFERENCES Skinner,
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■ ■ ■ ■ INDEX anti-consumer
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■ ■ ■ ■ INDEX cashmere knit
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■ ■ ■ ■ INDEX Davidson, H.
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■ ■ ■ ■ INDEX Foote Cone &
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■ ■ ■ ■ INDEX innovation 23
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■ ■ ■ ■ INDEX Sculley, John
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■ ■ ■ ■ INDEX Trout, Jack 5
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Fundamentals_of_Marketing

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