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Principles of Marketing takes a practical, managerial approach to marketing. Continuing with tradition, it is rich in topical examples and applications that show the major decisions that marketing managers face in their efforts to balance an organisation’s objectives and resources against needs and opportunities in the global marketplace.
The Fourth Edition has changed to reflect marketing’s ever changing challenges. All preview cases, marketing insights and end of chapter cases are revised or completely changed to embrace the growth in e-commerce.
Customer 3 has the highest SCR. Therefore, ABC Computers should identify customer 3 and target more of their marketing efforts (mailers, advertisements etc.) towards customer 3 Also, customer 3’s size-of-wallet (column A), is the largest. Important measure of customer loyalty; however, SW is unable to provide a clear indication of future revenues and profits that can be expected from a customer.
Chapter 1. Marketing’s Role in the Global Economy. When You Finish This Chapter, You Should: 1. Know what marketing is and why you should learn about it. 2. Understand the difference between micro-marketing and macro-marketing. 3. Know why and how macro-marketing systems
The success of the first six editions of Intermediate Microeconomics has
pleased me very much. It has confirmed my belief that the market would
welcome an analytic approach to microeconomics at the undergraduate
My aim in writing the first edition was to present a treatment of the
methods of microeconomics that would allow students to apply these tools
on their own and not just passively absorb the predigested cases described
in the text.
Specialized Features to Enhance Your Learning..New coverage in every chapter of the fourteenth edition shows how companies and consumers are dealing with marketing and the uncertain economy in the aftermath of the recent Great Recession. Throughout the fourteenth edition, you will find revised coverage of the rapidly changing nature of customer relationships and new material on such topics as customer-managed relationships, crowdsourcing, social networking, and consumer-generated marketing.
Chapter 3. Focusing Marketing Strategy with Segmentation and Positioning. When You Finish This Chapter, You Should: 1. Understand why marketing strategy planning involves a process of narrowing down from broad opportunities to a speciﬁc target market and marketing mix.
Chapter 2. Marketing’s Role within the Firm or Nonprofit Organization. When You Finish This Chapter, You Should: 1. Know what the marketing concept is—and how it should affect strategy planning in a ﬁrm or nonproﬁt organization.
Chapter 12. Distribution Customer Service and Logistics. When You Finish This Chapter, You Should: 1. Understand why logistics (physical distribution) is such an important part of Place and marketing strategy planning.
Chapter 6. Behavior Dimensions of the Consumer Market. When You Finish This Chapter, You Should
1. Understand the economic-buyer model of buyer behavior. 2. Understand how psychological variables affect an individual’s buying behavior.
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Chapter 4. Evaluating Opportunities in the Changing Marketing Environment. When You Finish This Chapter, You Should: 1. Know the variables that shape the environment of marketing strategy planning. 2. Understand why company objectives are important in guiding marketing strategy planning.
Chapter 14. Promotion − Introduction to Integrated Marketing Communications. When You Finish This Chapter, You Should: 1. Know the advantages and disadvantages of the promotion methods a marketing manager can use in strategy planning.
Chapter 5. Demographic Dimensions of Global Consumer Markets. When You Finish This Chapter, You Should: 1. Know about population and income trends in global markets—and how they affect marketers. 2. Understand how population growth is shifting in different areas and for different age groups.
Chapter 17. Pricing Objectives and Policies. When You Finish This Chapter, You Should: 1. Understand how pricing objectives should guide strategy planning for pricing decisions. 2. Understand choices the marketing manager must make about price ﬂexibility.
Chapter 21. Developing Innovative Marketing Plans.
When You Finish This Chapter, You Should: 1. Know the content of and differences among strategies, marketing plans, and a marketing program. 2. Understand, in detail, all of the elements of the marketing strategy planning process and the strategy decisions for the four Ps.
Chapter 8. Improving Decisions with Marketing Information. When You Finish This Chapter, You Should: 1. Know about marketing information systems. 2. Understand a scientiﬁc approach to marketing research.