Fundamentals_of_Marketing

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■ ■ ■ ■ STRATEGIC MARKETING AND PLANNING Table 2.1 One hundred technical innovations likely in the next thirty years Rank Technical innovations predicted for the next thirty years (to 1990) 10 New sources of power for ground transport (storage battery, fuel-cell propulsion or support by electromagnetic fields, jet engine, turbine) 11 Extensive and intensive global use of high-altitude cameras for mapping, prospecting, census, land use and geological investigation 13 Major reduction in hereditary and congenital defects 16 Relatively effective appetite and weight control 25 Automated or more mechanized housekeeping and maintenance 26 Widespread use of nuclear reactors for power 27 Use of nuclear explosives for excavation and mining 33 New and more reliable ‘educational’ and propaganda techniques for affecting public and private human behaviour 35 Human hibernation for relatively extensive periods (months to years) 36 New kinds of very cheap, convenient and reliable birth control techniques 44 General and substantial increase in life expectancy, postponement of ageing and limited rejuvenation 45 Generally acceptable and competitive synthetic foods and beverages (carbohydrates, fats, enzymes, vitamins, coffee, tea, liquor) 48 ‘Non-harmful’ methods of ‘over-indulging’ 51 Permanent manned satellite and lunar installations interplanetary travel 54 Automated grocery and department stores 57 Automated universal (real-time) credit, audit and banking systems 59 Greater use of underground buildings 66 New techniques for keeping physically fit or acquiring physical skills 69 Individual flying platforms 75 Shared time (public and interconnected) computers generally available to home and business on a metered basis 84 Home computers to ‘run’ the household and communicate with the outside world Source: adapted from Kahn and Wiener (1967) Note: Numbers on left-hand side show actual rank position out of 100 in list. will be. Capitalists, spurred on by the threat of competition and the demand to open up new markets and raw material sources, make continuous efforts to shorten turnover times. At the same time the ‘friction of distance’ is condensing. The effects of this speed-up are that goods travel faster, new spaces for distribution and consumption are created (in aviation, rail transport, the World Wide Web). As a result there is a paradox, with simultaneous trends towards globalization and fragmentation. 23 ■ ■ ■
FUNDAMENTALS OF MARKETING ■ ■ ■ ■ A truly global economy? Speed is linked to centralization and the emergence of a truly global economy. For example, in UK supermarkets one can buy not only French-grown Golden Delicious apples but also pak choi flown fresh from Thailand and mange tout and roses from Kenya. By the mid- 1990s production of luxury vegetables and flowers has overtaken coffee to become the second most important export after tea, with produce going to thirty countries, with 40 per cent going to the UK (Paxton, 1994). Increased industrial concentration has led to the closure of many UK apple and flower producers while debate rages about the ethics of growing ‘luxury’ products for Western consumption in countries which can barely afford to feed themselves but which must meet the demands of foreign debt repayments. In The Marketing Imagination Levitt (1986) argues that the modernizing power of technology is the major driving force in the development of a truly global, as opposed to international, economy. He contends that the technological imperative is driving markets and products towards a centralizing ‘single converging commonality’ which has ‘proletarianized’ communication, transport and travel, making them easily and cheaply available to the world’s most isolated places. The end result is the emergence of global markets and standardized products. Levitt suggests that some part of world debt may be explained away by the demand for countries like Brazil, Romania, Togo and Malawi ‘greedily wanting the modernity to which they are so constantly exposed’. He considers that all parts of the world want the most advanced things; they also wantthem in their most advanced states of functionality, quality, reliability, service levels and price competitiveness. National and regional preferences are disappearing. Linked with this is the rise of the global corporation that operates with ‘resolute constancy’ and at low relative costs as if the entire world were a single and largely identifiable entity. Levitt cites the global expansion of companies such as McDonald’s, Coca-Cola, Pepsi as well as Greek salad and Hollywood movies as examples of this homogenizing trend. Levitt’s main argument for companies’ drive towards standardization is based on a mix of preference and cost factors. He suggests that while product preferences, e.g. for washing machines, are different across countries, the costs to a company such as Hoover or Bosch in catering to these different preferences puts the company into a poor pricecompetitive position in those countries. More contentiously, he argues that there is a high degree of trade-off between preferences and price. Tendencies towards globalization and centralization are ingrained into systems of production and distribution. One trend towards centralization that is inexorable unless some major environmental hazard intervenes is the projected growth in the percentage of those living in urban areas, illustrated in Figure 2.2. Another trend that is evident in Europe and can be seen in every region around the world is that towards an ageing population. This is shown in Figure 2.3 below. Another aspect of globalization is the extent of global interdependence in production and distribution which applies to simple products, e.g. yoghurt, as well as to complex products, e.g. computers and cars. Paxton (1994) quotes a study which states that to produce strawberry yoghurt and to get it to a distribution outlet in south Germany, strawberries were ■ ■ ■ 24
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 18 and 19: PREFACE ■ ■ ■ ■ This book a
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
Page 62 and 63: THE ROLE OF GUANXI IN CHINESE BUYIN
Page 64 and 65: In 1997 Steve Jobs went back to App
Page 68 and 69: 3 CONSUMER BUYER BEHAVIOUR LEARNING
Page 70 and 71: ■ ■ ■ ■ CONSUMER BUYER BEHA
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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 made redu
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■ ■ ■ ■ PROMOTION scope. On
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■ ■ ■ ■ PROMOTION disease-r
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■ ■ ■ ■ PROMOTION Client Th
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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 SOCIAL AD
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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 R
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■ ■ ■ ■ VIRTUAL MARKETING s
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■ ■ ■ ■ VIRTUAL MARKETING D
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■ ■ ■ ■ VIRTUAL MARKETING c
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■ ■ ■ ■ VIRTUAL MARKETING o
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■ ■ ■ ■ VIRTUAL MARKETING p
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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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■ ■ ■ ■ REFERENCES Erikson,
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■ ■ ■ ■ REFERENCES Skinner,
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■ ■ ■ ■ REFERENCES Lavidge,
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■ ■ ■ ■ REFERENCES Hoffman,
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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 Manson, Maril
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■ ■ ■ ■ INDEX new product d
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■ ■ ■ ■ INDEX probability s
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■ ■ ■ ■ INDEX Sculley, John
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■ ■ ■ ■ INDEX Trout, Jack 5
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