SAMMANFATTNING AV PRINCIPLES OF MARKETING KOTLER ET ...
SAMMANFATTNING AV PRINCIPLES OF MARKETING KOTLER ET ...
SAMMANFATTNING AV PRINCIPLES OF MARKETING KOTLER ET ...
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Kapitel 1 Marknadsföringens grunder........................................................................................ 4Vad är marknadsföring? ......................................................................................................... 4Marknadsföringens kärnbegrepp............................................................................................ 4Marketing management.......................................................................................................... 5Marknadsföringsfilosofier...................................................................................................... 5Nya Utmaningar ..................................................................................................................... 6Kapitel 2 Socialt ansvar och marknadsföringsetik..................................................................... 6Social kritik mot marknadsföring........................................................................................... 6Marknadsföringens påverkan på samhället ............................................................................ 7Konsumerism och miljörörelse .............................................................................................. 7Företagens agerande............................................................................................................... 8Samhällspolicy ....................................................................................................................... 8Kapitel 3 Strategisk marknadsplanering .................................................................................... 9Allmänt om planering............................................................................................................. 9Den strategiska planen ........................................................................................................... 9Marknadsföring och strategisk planering............................................................................. 11Marknadsföringsprocessen................................................................................................... 12Marknadsföringsplanen........................................................................................................ 12Kapitel 4 Företagets omgivning ............................................................................................... 13Företagets mikromiljö .......................................................................................................... 13Företagets makromiljö.......................................................................................................... 14Kapitel 6 Konsumentens köpbeteende ..................................................................................... 15Modell över konsument beteende ........................................................................................ 15Typ av beslutsbeteende ........................................................................................................ 16Köpbeslutsprocessen ............................................................................................................ 17Köpbeslutsprocessen för nya produkter ............................................................................... 17Kap 7 Industriell marknadsföring och köpbeteende ................................................................ 18Industriellt köpbeteende ....................................................................................................... 18Kap 8 Marknadsinformation och undersökningar.................................................................... 19Marknadsförings Informations System ................................................................................ 19Informations utveckling ....................................................................................................... 19Kapitel 9 Segmentering och val av målgrupp .......................................................................... 21Marknads Segmentering....................................................................................................... 22Val av målgrupp (market targeting) ..................................................................................... 23Kapitel 10 Positionering........................................................................................................... 24Differentiering...................................................................................................................... 24Marknadsdifferentering........................................................................................................ 24Vad är Marknads positionering? .......................................................................................... 25Perceptual mapping .............................................................................................................. 25Positioneringsstrategier ........................................................................................................ 25Val och genomförande av positioneringsstrategin ............................................................... 252