Hollensen / Opresnik Marketing

A Relationship Perspective
2. Auflage 2015
ISBN: 978-3-8006-4929-7
Verlag: Franz Vahlen
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 502 Seiten

Das Marketing-Lehrbuch in englischer Sprache, zugeschnitten auf den europäischen Markt. Mit zahlreichen Übungsaufgaben, Vertiefungsfragen, Praxisbeispielen und Fallstudien:

“Marketing – A Relationship Perspective” is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based and challenging basic marketing text which describes and analyses the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the 'new' relationship approach into the traditional process of developing effective marketing plans. The book's structure fits to the marketing planning process of a company. Consequently, the book looks at the marketing management process from the perspective of both relational and transactional approach suggesting that a company should in any case pursue an integrative and situational marketing management approach. Svend Hollensen’s and Marc Opresnik’s holistic approach covers both principles and practices, is drawn in equal measure from research and application, and is an ideal text for students, researchers and practitioners alike.

Autoren/Hrsg.

Hollensen, Svend

Opresnik, Marc Oliver

Inhaltsverzeichnis

1;Cover
;1
2;To content / To the authors
;2
3;Title;3
4;Preface to the Second Edition;4
5;Brief contents;11
6;Detailed contents;12
7;1. Fundamentals of Relationship Marketing;16
7.1;1.1 The Evolution of Relationship Marketing;17
7.2;1.2 Definition of Relationship Marketing;22
7.3;1.3 Relationship Economics;23
7.4;1.4 Relationship Drivers;28
7.5;1.5 Relationship Marketing as an Integrative Management Approach;35
7.6;1.6 Fundamentals of Marketing Planning;38
7.7;Summary;48
8;2. Situational Analysis in the Marketing Planning Process;58
8.1;2.1 Marketing Research;59
8.1.1;2.1.1 Introduction;59
8.1.2;2.1.2 Linking Marketing Research to the Decision-Making Process;59
8.1.3;2.1.3 Secondary Research;62
8.1.4;2.1.4 Primary Research;67
8.1.5;2.1.5 Online (Internet) Primary Research Methods;79
8.1.6;2.1.6 Other Types of Market Research;81
8.1.7;2.1.7 Setting up a Marketing Information System (MIS);85
8.1.8;2.1.8 Marketing Research based on Web 2.0;87
8.2;2.2 Assessing the Internal Marketing Situation;88
8.2.1;2.2.1 Internal Relationships;88
8.2.2;2.2.2 Market Orientation View (MOV);91
8.2.3;2.2.3 Resource Based View (RBV);93
8.2.4;2.2.4 Major Sources of Competitive Advantage;100
8.3;2.3 Assessing the External Marketing Situation;106
8.3.1;2.3.1 PEST Analysis;106
8.3.2;2.3.2 External Relationships to Stakeholders in the Value Net;112
8.3.2.1;2.3.2.1. Relationships with Suppliers;113
8.3.2.2;2.3.2.2. Relationships with Customers;115
8.3.2.3;2.3.2.3. Relationships with Partners/Complementors;117
8.3.2.4;2.3.2.4. Relationships with Competitors;118
8.3.2.5;2.3.2.5. Other External Relationships;119
8.4;2.4 Analyzing Buying Behaviour on the B2C Market;120
8.5;2.5 Analyzing Buying Behaviour on the B2B Market;125
8.6;2.6 Comparing B2B and B2C Markets;128
8.7;2.7 SWOT Analysis;129
8.7.1;2.7.1 Elements of a SWOT Analysis;130
8.7.2;2.7.2 Matching and Converging in the SWOT Matrix;130
8.7.3;2.7.3 Application of the SWOT Analysis;131
8.7.4;2.7.4 Required Analysis;132
8.7.5;2.7.5 Benefits and Barriers for Conducting a SWOT Analysis;133
8.7.6;2.7.6 Multilevel SWOT Analysis;134
8.8;Summary;140
9;3. Strategy Formulation in the Marketing Planning Process;154
9.1;3.1 Strategic Marketing Planning;155
9.1.1;3.1.1 Vision and Mission Statement;156
9.1.2;3.1.2 Strategic Objectives;158
9.1.3;3.1.3 Estimation of the Planning Gap and Problem Diagnosis;159
9.1.4;3.1.4 The Search for Strategy Alternatives for Closing Planning Gap;161
9.1.5;3.1.5 Ansoff’s Generic Strategies for Growth;161
9.1.6;3.1.6 Porter’s Three Generic Strategies;165
9.1.7;3.1.7 The BCG Portfolio Matrix Model;169
9.1.8;3.1.8 The GE-Matrix Multifactor Portfolio Matrix;174
9.1.9;3.1.9 A New Product Portfolio Approach;177
9.1.10;3.1.10 Strategy Evaluation and Selection;177
9.1.11;3.1.11 Estimating Financial Consequences;179
9.2;3.2 Market Segmentation, Targeting and Positioning;183
9.2.1;3.2.1 The Benefits and Underlying Premises of Market Segmentation;183
9.2.2;3.2.2 The Segmentation, Targeting and Positioning Approach;184
9.2.3;3.2.3 Segmenting Consumer Markets (B2C);187
9.2.4;3.2.4 Segmenting the Business Markets (B2B);194
9.2.5;3.2.5 Segmenting International Markets and Countries;199
9.2.6;3.2.6 Target Marketing;201
9.2.7;3.2.7 Positioning Strategy;204
9.2.8;3.2.8 Difficulties of Implementing Segmentation in the Organisation;207
9.3;Summary;208
10;4. Marketing Mix in the Marketing Planning Process;218
10.1;4.1 Product and Service Decisions;219
10.1.1;4.1.1 Different Product Levels;219
10.1.2;4.1.2 Product and Service Strategies;222
10.1.3;4.1.3 Services Marketing;226
10.1.4;4.1.4 New Product Development (NPD);232
10.1.5;4.1.5 The Product Life Cycle;239
10.1.6;4.1.6 New Products for the International Market;241
10.1.7;4.1.7 Branding Strategy;244
10.1.8;Summary;256
10.2;4.2 Pricing Decisions;258
10.2.1;4.2.1 A Pricing Framework;259
10.2.2;4.2.2 General Pricing Approaches;264
10.2.2.1;4.2.2.1. Cost-Based Pricing;264
10.2.2.2;4.2.2.2. Value-Based Pricing;267
10.2.2.3;4.2.2.3. Competition-Based Pricing;268
10.2.3;4.2.3 Pricing Services vs. Physical Product;269
10.2.4;4.2.4 Pricing new Products;270
10.2.5;4.2.5 Price Changes;272
10.2.6;4.2.6 Experience Curve Pricing;273
10.2.7;4.2.7 Product Line Pricing;274
10.2.8;4.2.8 Price Bundling;275
10.2.9;4.2.9 Segmented Pricing;276
10.2.10;4.2.10 International Pricing;277
10.2.11;4.2.11 Relationship Pricing;278
10.3;4.3 Distribution Decisions;280
10.3.1;4.3.1 The Role of the Intermediary;281
10.3.2;4.3.2 Types of Distribution Channel;282
10.3.3;4.3.3 International Market Entry Modes;283
10.3.4;4.3.4 Designing and Managing the Channel Structure;286
10.3.5;4.3.5 Distributor Portfolio Analysis;299
10.3.6;4.3.6 Developing and Managing Relationships between Manufacturer and Distributor;299
10.3.7;4.3.7 Vertical Integration in the Distribution Channel;301
10.3.8;4.3.8 International Distribution Channel Design;305
10.3.9;4.3.9 Multichannel Distribution Systems;309
10.3.10;4.3.10 Marketing Logistics and Supply Chain Management;312
10.3.11;4.3.11 Retailing and Wholesaling;316
10.4;4.4 Communication Decisions;320
10.4.1;4.4.1 The Communication Process;320
10.4.2;4.4.2 The Promotional Mix;322
10.4.3;4.4.3 Advertising;326
10.4.3.1;4.4.3.1. Theories of how Advertising Works;326
10.4.3.2;4.4.3.2. Developing an Advertising Strategy;328
10.4.3.3;4.4.3.3. Standardization or Adaptation of Global Advertising;338
10.4.4;4.4.4 Sales Promotion;339
10.4.4.1;4.4.4.1. Major Sales Promotion Tools;340
10.4.4.2;4.4.4.2. Developing the Sales Promotion Program;342
10.4.5;4.4.5 Public Relations;343
10.4.6;4.4.6 Sponsorship;344
10.4.7;4.4.7 Digital Marketing/Social Media Marketing;348
10.4.8;4.4.8 Direct Marketing;366
10.4.8.1;4.4.8.1. Database Marketing;368
10.4.8.2;4.4.8.2. Major Direct Marketing Tools;369
10.4.9;4.4.9 Personal Selling;372
10.4.9.1;4.4.9.1. Sales Management;372
10.4.9.2;4.4.9.2. The Personal Selling Process;377
10.4.9.3;4.4.9.3. Personal Selling and Customer Relationship Management;379
10.4.10;4.4.10 Product Placement;379
10.4.11;4.4.11 Push and Pull Strategies;380
10.4.12;4.4.12 Multi-Channel Customer Management (MCCM);382
10.4.12.1;4.4.12.1. Drivers of Multi-Channel Customer Management;383
10.4.12.2;4.4.12.2. Benefits and Problems with Multi-Channel Customer Management;384
10.4.12.3;4.4.12.3. Managing Multi-Channel Customer Management;385
10.4.13;4.4.13 Factors Affecting International Promotion Strategies;388
11;5. Implementation and Controlling in the Marketing Planning Process;398
11.1;5.1 Organizing and Implementing the Marketing Plan;399
11.1.1;5.1.1 The Process of Developing the International Marketing Plan;399
11.1.2;5.1.2 Deciding on the International Marketing Mix;399
11.1.3;5.1.3 E-Marketing and its Effect on the International Marketing Mix;402
11.1.4;5.1.4 Writing the Marketing Plan Document;406
11.1.5;5.1.5 Implementation and the Management of Change;411
11.1.6;5.1.6 Barriers Impeding the Implementation of Marketing Plans;413
11.1.7;5.1.7 Deciding on the Marketing Organisation;418
11.1.8;5.1.8 The Role of Internal Marketing;425
11.2;5.2 Budgeting and Control;428
11.2.1;5.2.1 Marketing Productivity and Economic Results;428
11.2.1.1;5.2.1.1. Input Variables Influencing Marketing Productivity;430
11.2.1.2;5.2.1.2. Process Variables Influencing Marketing Productivity;431
11.2.1.3;5.2.1.3. Output Variables Influencing Marketing Productivity;431
11.2.2;5.2.2 Marketing Budgeting;433
11.2.3;5.2.3 Controlling the Marketing Programme;439
11.3;5.3 Ethical, Social and Environmental Aspects of Marketing Planning;440
11.3.1;5.3.1 Marketing Ethics;441
11.3.1.1;5.3.1.1. Ethical Issues in the Marketing Mix;442
11.3.1.2;5.3.1.2. Special Issues in Ethics;444
11.3.2;5.3.2 Social Marketing;452
11.3.3;5.3.3 Green Marketing;454
11.3.3.1;5.3.3.1. Levels of Green Marketing;454
11.3.3.2;5.3.3.2. Environmental Issues in the Marketing Mix;455
11.3.4;5.3.4 Corporate Social Responsibility;457
11.3.4.1;5.3.4.1. The Nature of Corporate Social Responsibility;457
11.3.4.2;5.3.4.2. The Dimensions of Corporate Social Responsibility;460
11.4;5.4 Developing and Managing Customer Relationships;463
11.4.1;5.4.1 Loyalty;465
11.4.2;5.4.2 Satisfaction of Customers and Employees;466
11.4.3;5.4.3 Customer Perception of Value;468
11.4.4;5.4.4 Customer Relationship Management (CRM);470
11.4.5;5.4.5 One-to-One Marketing;472
11.4.6;5.4.6 Global Account Management (GAM);474
11.4.7;5.4.7 Creating Long-Term Customer Value;481
11.4.8;5.4.8 Rethinking Marketing;485
12;References;493
13;About the Authors;510
14;Subject and Companies Index;511
15;Impressum
;515