EssentialsofMarketing5e(WebPDF)Edition: 5theditionPublicationdate: 2016Author/Editors: Cant,MeISBN: 9781485124603Format: eBookNumberofPages: 240pagesRetailprice: R388.00(incl.VAT)WebsiteLink: juta.co.za/pdf/24730/

AboutthisPublication:

Understandingthecustomer,identifyingopportunitiesandthreatsinthemarketandintegratingtheelementsofmarketinginasuitableandwinningcombinationareallparamounttothesurvivaloforganisationsinthe21stcentury.EssentialsofMarketingexplainsthefundamentalaspectsofmarketingalike.

ContentsInclude:

Chapter11.1Introduction1.2Whatmarketing?is1.3Universalfunctionsoractivitiesofmarketing1.4Differentmarketingorientations1.5Relationshipmarketing50381.6Coreaspectsofmarketing1.7Themarketingfunctionwithinanorganisation1.8Themanagementtasksinmarketing1.9ThetechnologicalrevolutioninmarketingSummaryReferencesChapter22.1Introduction2.2Componentsofthemarketingenvironment2.3Thevariablesinthemicro-environment2.4Thevariablesinthemarketenvironment2.5Thevariablesinthemacro-environment2.6SWOTanalysis2.7EnvironmentalscanningSummaryReferencesChapter33.1Introduction3.2Defininginternationalmarketing3.3Externalfactorsinfluencingtheinternationalmarketingenvironment3.4Internationaldecision-makingprocess3.5Decidingwhethertoenterinternationalmarkets3.6Decidingwhichmarketstoenter3.7Decidinghowtoenterthemarkets41SummaryReferencesChapter44.1Introduction4.2Theimportanceofmarketingresearchindecision-making4.3Themarketinginformationsystem(MIS)4.4Marketingresearch4.5Marketpotentialandsalesforecasting4.6Analysingandusingmarketinginformation364.7Internationalmarketingresearch374.8TheimpactoftheInternetonmarketingresearch38SummaryReferencesChapter55.1Introduction5.2Individualfactorsinfluencingconsumerbehaviour5.3Groupfactorsinfluencingconsumerbehaviour5.4Consumerdecision-makingprocessSummaryReferencesChapter66.1Introduction6.2Segmentation,targetingandpositioningdefined6.3Theadvantagesofmarketsegmentation6.4Thedisadvantagesofmarketsegmentation6.5Marketsegmentationandmassmarketing6.6UsingRFMsegmentationtosegmentamarket

6.7Prerequisitesformarketsegmentation6.8Basesforsegmentingconsumermarkets6.9Basesforsegmentingbusinessmarkets286.10Whysegmentationfails296.11Targeting6.12Productpositioning6.13Repositioning42SummaryReferencesChapter7Chapter88.1Introduction8.2Strategicmarketingmanagement8.3Planning8.4Implementation8.5ControlSummaryReferences

OfInterestandBenefitto:

Itisamust-haveresourceforthoseresponsibleforkeepingtheirorganisationsabreastwiththelatestdevelopmentsinthemarketingenvironment.DefinesmarketingandthemarketingconceptAnalysesthemarketingenvironmentanditsimpactonbusinessesEvaluatesanddiscussestheinternationalmarketingenvironmentandhowitdiffersfromlocalmarketsDiscussesfuturetrendsandtheirimpactonmarketingdecisionsHighlightstheimportanceofmarketresearchandhowtouseiteffectivelyDiscussestheapplicationofsocialmediainthebusinessenvironmentExplainsfundamentalconceptsofmarketingusingreal-lifecasestudiesandexamples.