Consumer Buyer Behaviour of Sony Products by mzy13601

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									                                                                                          Detailed Table of Contents   v




Brief Table of Contents
List of vignettes                                      xi       11 Developing new products                             383
Case guide                                            xiii      Price
Preface                                               xix       12 Pricing strategy                                    421
Guided tour                                           xxi
Technology to enhance learning and teaching          xxiv       Promotion
About the author                                    xxvii       13   Advertising                                       461
Acknowledgements for the 6th edition                xxviii      14   Personal selling and sales management             504
Study skills                                         xxxi       15   Direct marketing                                  546
                                                                16   Other promotional mix methods                     586
1  Fundamentals of Modern                                      Place
    Marketing Thought                                   1       17 Distribution                                        624
    1 Marketing in the modern organization          2
                                                                Spanning the marketing mix
    2 Marketing planning: an overview of marketing 37
                                                                18 Digital marketing                                   664
2  Marketing Analysis                                71 4  Competition and Marketing                                 703
    3 The marketing environment                      72
                                                                19 Analysing competitors and creating
    4 Understanding consumer behaviour              108            a competitive advantage                             704
    5 Understanding organizational buying behaviour 145         20 Competitive marketing strategy                      740
    6 Understanding marketing ethics and corporate
      social responsibility                         180      5  Marketing Implementation
    7 Marketing research and information systems 216             and Application                                       773
    8 Market segmentation and positioning           259         21 Managing marketing implementation,
                                                                   organization and control                            774
3  Marketing Mix Decisions                         301         22 Services marketing                                  821
   Product                                                      23 International marketing                             871
    9 Managing products: brand and corporate
      identity management                              302   Glossary                                                  913
   10 Managing products: product life cycle, portfolio       Companies and brands index                                923
      planning and product growth strategies           354   Subject and author index                                  928
   vi     Detailed Table of Contents




Detailed Table of Contents
List of vignettes                                                    xi         How to handle marketing planning problems                   57
Case guide                                                          xiii        Review                                                      58
                                                                                Key terms                                                   59
Preface                                                             xix         Study questions                                             60
Guided tour                                                         xxi         References                                                  60

Technology to enhance learning and teaching                        xxiv         Case 3 Vulnerable Volvo: Can the Volvo Brand Succeed in
                                                                                the New Competitive Landscape?                              62
About the author                                                  xxvii
                                                                                Case 4 Heron Engineering: A Strategy for Storage            66
Acknowledgements for the 6th edition                              xxviii
Study skills                                                       xxxi
                                                                           2  Marketing Analysis                                          71
1  Fundamentals of Modern                                                   3 The marketing environment                                   72
                                                                                Political and legal forces                                  73
    Marketing Thought                                                1          Economic forces                                             76
    1 Marketing in the modern organization                           2          Ecological/physical environmental forces                    81
        The marketing concept                                        3          Social/cultural forces                                      86
        Marketing versus production orientation                      4          Technological forces                                        90
        Market-driven versus internally orientated businesses        6          The microenvironment                                        91
        Efficiency versus effectiveness                               9          Environmental scanning                                      93
        Limitations of the marketing concept                        10          Responses to environmental change                           95
        Creating customer value and satisfaction                    13          Review                                                      97
                                                                                Key terms                                                   98
        Developing an effective marketing mix                       17
                                                                                Study questions                                             98
        Key characteristics of an effective marketing mix           20          References                                                  99
        Criticisms of the 4-Ps approach to marketing management     22          Case 5 Sony Shockwave: In Search of the Next Hit Product   101
        Marketing and business performance                          23          Case 6 Marketing Environment: PEEST Analysis Exercise      107
        Review                                                       25
        Key terms                                                    26      4 Understanding consumer behaviour                            108
        Study questions                                              27         The dimensions of buyer behaviour                          109
        References                                                   27
                                                                                Consumer behaviour                                         110
        Case 1 Coca-Cola vs Pepsi: Cola Wars in a Changing
        Marketing Environment                                       30          Influences on consumer behaviour                            120
                                                                                Review                                                      135
        Case 2 H&M Gets Hotter: Fashion at its Fastest              33          Key terms                                                   137
                                                                                Study questions                                             138
    2 Marketing planning: an overview                                           References                                                  138
      of marketing                                                 37           Case 7 Cappuccino Wars: The Battle for the High Street     141
        The fundamentals of planning                                38          Case 8 Consumer Behaviour: How Do You Decide?              144
        The process of marketing planning                           39
        Marketing objectives                                        48
                                                                             5 Understanding organizational buying behaviour 145
                                                                                Characteristics of organizational buying                   146
        Core strategy                                               50
                                                                                The dimensions of organizational buying behaviour          148
        The rewards of marketing planning                           55
                                                                                Influences on organizational buying behaviour               155
        Problems in making planning work                            55
                                                                                                              Detailed Table of Contents   vii

   Developments in purchasing practice                             158         Segmenting organizational markets                             273
   Relationship management                                         161         Target marketing                                              278
   How to build relationships                                      166         Positioning                                                   284
   Review                                                           169        Review                                                            290
   Key terms                                                        170        Key terms                                                         291
   Study questions                                                  171        Study questions                                                   292
   References                                                       171        References                                                        292
   Case 9 Jumbo Choices: Buying Aircraft                           173         Case 15 Dell Hell: Strategic Change for a Fallen Market Leader 294
   Case 10 PLANT-ALL: Launching a New Type of Compost              177         Case 16 McDonald’s: Repositioning the Golden Arches            297

6 Understanding marketing ethics and corporate
  social responsibility                                            180
                                                                          3  Marketing Mix Decisions                                      301
   Marketing ethics                                                181      Product
   Ethical issues in marketing                                     183      9 Managing products: brand and corporate
   Corporate social responsibility                                 188        identity management                                          302
   Societal responses to ethical issues in marketing               200         Products and brands                                           303
   Legal and regulatory responses to ethical issues in marketing   202         The product line and product mix                              303
   Review                                                           203
   Key terms                                                        204        Brand types                                                   304
   Study questions                                                  205        Why strong brands are important                               305
   References                                                       205
                                                                               Brand equity                                                  307
   Case 11 Microsoft: Bully or Benefactor?                         208         Brand building                                                311
   Case 12 Fairtrade Coffee: Grounds for a Fresh Look at                       Key branding decisions                                        319
   Ethical Consumption?                                            213
                                                                               Rebranding                                                    320
7 Marketing research and information systems                       216         Brand extension and stretching                                325
   Marketing information systems                                   217         Co-branding                                                   327
   The importance of marketing research                            219         Global and pan-European branding                              332
   Approaches to conducting marketing research                     220         Corporate identity management                                 335
   Types of marketing research                                     222         Ethical issues concerning products                            339
                                                                               Review                                                            341
   Stages in the marketing research process                        225
                                                                               Key terms                                                         344
   The essential differences between qualitative and                           Study questions                                                   345
   quantitative research                                           244         References                                                        345
   The use of marketing information systems and                                Case 17 iPhone: Is the Apple Smartphone a World-Beater?       348
   marketing research                                              245         Case 18 Burberry: Reinventing the Brand                       351
   Ethical issues in marketing research                            246
   Review                                                           249     10 Managing products: product life cycle, portfolio
   Key terms                                                        250
   Study questions                                                  251
                                                                               planning and product growth strategies           354
   References                                                       251        Managing product lines and brands over time: the product
   Case 13 iPod: Researching Consumers’ Perceptions                254         life cycle                                                    355
   Case 14 Airport Catering: Consumer Satisfaction at                          Uses of the product life cycle                                356
   Gulf International Airport                                      257         Limitations of the product life cycle                         361
                                                                               Managing brand and product line portfolios                    362
8 Market segmentation and positioning                              259         Product strategies for growth                                 370
   Why bother to segment markets?                                  260         Review                                                            374
   The process of market segmentation and target marketing         262         Key terms                                                         375
                                                                               Study questions                                                   376
   Segmenting consumer markets                                     262         References                                                        376
viii     Detailed Table of Contents

       Case 19 Unilever’s Quest: Growth by Shedding Brands        377       Case 25 A Glass and a Half: Cadbury Gets the Love Back
       Case 20 Intel Inside Out: The Search for Growth            380       for Dairy Milk                                                    496
                                                                            Case 26 White Horse Whisky: Developing a New
 11 Developing new products                                       383       Advertising Strategy                                              500
       What is a new product?                                     386
       Creating and nurturing an innovative culture               387
                                                                         14 Personal selling and sales management                             504
                                                                            Environmental and managerial forces affecting sales               505
       Organizing effectively for new product development         388
                                                                            Characteristics of modern selling                                 510
       Managing the new product development process               391
                                                                            Personal selling skills                                           513
       Competitive reaction to new product introductions          409
       Review                                                      410      Sales management                                                  520
       Key terms                                                   411      Ethical issues in personal selling and sales management           536
       Study questions                                             411      Review                                                             537
       References                                                  412      Key terms                                                          539
       Case 21 Road to the Future? The Development                          Study questions                                                    539
       of the Mini E, the Eco-Friendly Car                        415       References                                                         540

       Case 22 A New Heritage: Shannon Heritage Develops                    Case 27 Selling in China: Harnessing the Power of the Guanxi      542
       New Tourist Experiences                                    418       Case 28 Bottling it in Europe: Glaztex Sells its Glass Bottling
                                                                            Equipment to Europe                                               544
  Price
 12 Pricing strategy                                              421    15 Direct marketing                                                  546
                                                                            Defining direct marketing                                          547
       Economists’ approach to pricing                            422
                                                                            Growth in direct marketing activity                               548
       Cost-orientated pricing                                    423
                                                                            Database marketing                                                549
       Competitor-orientated pricing                              425
                                                                            Customer relationship management                                  554
       Marketing-orientated pricing                               427
                                                                            Managing a direct marketing campaign                              557
       Initiating price changes                                   443
                                                                            Media decisions                                                   560
       Reacting to competitors’ price changes                     446
                                                                            Ethical issues in direct marketing                                572
       Ethical issues in pricing                                  447
                                                                            Review                                                             574
       Review                                                      450
                                                                            Key terms                                                          575
       Key terms                                                   451
                                                                            Study questions                                                    576
       Study questions                                             451
                                                                            References                                                         576
       References                                                  452
                                                                            Case 29 Guinness’ Rewards: An Award-Winning
       Case 23 EasyJet and Ryanair: Flying High with Low Prices   454
                                                                            Relationship Marketing Programme                                  578
       Case 24 Netto, Lidl, Aldi: The Rise of the Limited Range
                                                                            Case 30 CRM at Tesco: From Understanding to
       Discounters                                                458
                                                                            Engaging Customers                                                583
  Promotion                                                              16 Other promotional mix methods                                     586
 13 Advertising                                                   461       Sales promotion                                                   587
       Integrated marketing communications                        464       Public relations and publicity                                    595
       The communication process                                  466       Sponsorship                                                       600
       Strong and weak theories of how advertising works          467       Exhibitions                                                       604
       Developing an advertising strategy                         469       Product placement                                                 607
       Organizing for campaign development                        484       Ethical issues in sales promotion and public relations            608
       Ethical issues in advertising                              488       Review                                                             609
       Review                                                      490      Key terms                                                          611
       Key terms                                                   492      Study questions                                                    612
       Study questions                                             493      References                                                         612
       References                                                  493      Case 31 Wispa: It’s Back!                                         614
                                                                            Case 32 Beckham & Ronaldo: Sports Celebrity Sponsorship           619
                                                                                                    Detailed Table of Contents     ix


  Place                                                               Case 37 The Wii Fits Us All! Nintendo Regions Video
                                                                      Game Supremacy                                                731
  17 Distribution                                         624         Case 38 General Meltdown: What Caused General Motors’
     Functions of channel intermediaries                   625        Bankruptcy?                                                   735
     Types of distribution channel                         627
                                                                   20 Competitive marketing strategy                               740
     Channel strategy                                      632
                                                                      Competitive behaviour                                         741
     Channel management                                    637
                                                                      Developing competitive marketing strategies                   742
     Physical distribution                                 642
                                                                      Build objectives                                              743
     The physical distribution system                      644
                                                                      Hold objectives                                               753
     Ethical issues in distribution                        651
     Review                                                653        Niche objectives                                              757
     Key terms                                             654        Harvest objectives                                            758
     Study questions                                       655
     References                                            655
                                                                      Divest objectives                                             759
                                                                      Review                                                            760
     Case 33 ASOS: Setting the Pace in Online Fashion      657        Key terms                                                         761
     Case 34 iTunes: Facing the Threat of Nokia            659        Study questions                                                   762
                                                                      References                                                        762
  Spanning the marketing mix                                          Case 39 Airbus vs Boeing: The Battle for Air Supremacy        764
  18 Digital marketing                                    664         Case 40 Displaying Strategy: Finding a Competitive
     What is digital marketing?                            665        Advantage for Data Display                                    768
     Key elements of the digital age                       667
     Forms of e-commerce                                   669   5  Marketing Implementation
     Digital marketing planning                            669       and Application                                               773
     Marketing strategy                                    673
                                                                   21 Managing marketing implementation,
     Digital marketing media                               679
                                                                      organization and control                                     774
     Benefits and limitations of digital technologies to
                                                                      Marketing strategy, implementation and performance            775
     consumers and organizations                           687
                                                                      Implementation and the management of change                   777
     Ethical issues in digital marketing                   687
     Review                                                692        Objectives of marketing implementation and change             779
     Key terms                                             693        Barriers to the implementation of the marketing concept       781
     Study questions                                       693
     References                                            694        Forms of resistance to marketing implementation and change    784
     Case 35 Google: Staying Ahead of the Game?            696        Developing implementation strategies                          785
     Case 36 Giftmaster: Moving Retail Online              699        Marketing organization                                        795
                                                                      Marketing control                                             801
4  Competition and Marketing                             703         Strategic control                                             802
                                                                      Operational control and the use of marketing metrics          803
  19 Analysing competitors and creating                               Review                                                            811
     a competitive advantage                              704         Key terms                                                         812
     Analysing competitive industry structure              705        Study questions                                                   813
                                                                      References                                                        814
     Competitor analysis                                   708
                                                                      Case 41 Internal Marketing: Influencing the Board at
     Competitive advantage                                 713        Hansen Bathrooms                                              816
     Creating a differential advantage                     719        Case 42 Munster Rugby: Implementing Change                    818
     Creating cost leadership                              725
     Review                                                728     22 Services marketing                                           821
     Key terms                                             729
                                                                      The nature of services                                        822
     Study questions                                       729
     References                                            730        Managing services                                             826
x     Detailed Table of Contents

    Retailing                                        847           Developing international marketing strategy                  884
    Marketing in non-profit organizations             855           Organizing for international operations                      897
    Review                                            859          Centralization vs decentralization                           897
    Key terms                                         860          Review                                                        899
    Study questions                                   861          Key terms                                                     900
    References                                        861          Study questions                                               901
    Case 43 Build-A-Bear: A Custom-Made Experience   865           References                                                    901
    Case 44 Services Marketing in a Recession:                     Case 45 IKEA: Building a Cult Global Brand                     905
    The Tale of Five Supermarkets                    869           Case 46 Made in China: Marketing Tsingtao Beer Internationally 910

23 International marketing                           871    Glossary                                                            913
    Deciding whether to go international             872    Companies and brands index                                          923
    Deciding which markets to enter                  873
                                                            Subject and author index                                            928
    Deciding how to enter a foreign market           877
                                                                                 Detailed Table of Contents   xi




Vignettes
Marketing in Action                                  11.3
                                                     12.1
                                                            Creating Radical Innovation
                                                            The New Henry Ford?
                                                                                                              396
                                                                                                              432
 1.1   Marketing Orientation Brings Success          12.2   Pricing a German Car using Trade-Off
       to Toyota                                 7          Analysis                                          436
 1.2   Listening to Customers                   16   12.3   Does Price Really Influence Perceptions
 1.3   Spare the Gas with Cobra Beer            21          of Quality?                                       439
 2.1   Focusing on Core Competences:                 12.4   Fighter Branding                                  440
       Back to Basics for Lego and Linn         46   13.1   ‘Keep Walking’ to Advertising Success             475
 2.2   Market Development at Tesco              49   13.2   Managing the Client–Agency Relationship           485
 3.1   The European Commission’s Crusade             14.1   Cisco’s Brave New World                           519
       Against Cartels                          75   14.2   Motivating an International Salesforce            533
 3.2   Doing Business in China                  80   15.1   Integrated Direct Marketing at the RSPCA          570
 4.1   Experiences and Consumer Behaviour      120   16.1   Money-Off Promotional Blunders                    589
 4.2   Neuromarketing: New Horizon or                16.2   Music to Their Ears                               603
       False Dawn?                             126   17.1   Exclusive Distribution and Service
 4.3   How Consumer Behaviour Changes                       Excellence at Caterpillar                         635
       During a Recession                      128   17.2   Managing the Supply Chain the Zara Way            643
 4.4   Young Consumers                         131   17.3   Outsourcing Logistics at Michelin                 647
 5.1   Integrated Marketing Communications           19.1   Stuck in the Middle with Gap and
       at Kone                                 150          Woolworths                                        716
 5.2   Diesel Lock-Out                         152   19.2   Using Style to Differentiate Products             722
 5.3   Business-to-Business Relationships      167   20.1   Two Tribes Go to War—With Victory
 7.1   Achieving Close Client–Agency                        to Sony                                           748
       Relationships                           222   20.2   InBev Buys Bud                                    750
 7.2   Sources of Marketing Information        228   21.1   Ten Ways of Blocking a Marketing Report           785
 7.3   Understanding Consumers through               21.2   Change at St Pancras and Heathrow                 795
       Ethnographic Research                   233   21.3   What Marketing Managers Really Do                 801
 8.1   Beauty is More Than Skin Deep           268   22.1   Five-Star Service Recovery with
 8.2   How Companies Differentiate             283          Thomas Cook                                       833
 8.3   Taking the High Road                    286   22.2   Boutique Hotels: Small is Beautiful               840
 9.1   Strong Brand Names Affect Consumer            22.3   The Sound of Music                                854
       Perceptions and Preferences             306   22.4   Charity Marketing                                 858
 9.2   Retro Chic                              316   23.1   Classic Communication Faux Pas                    875
 9.3   Here Today, Gone Tomorrow: Some               23.2   Barriers to Developing Standardized
       Reasons for Brand Failure               318          Global Brands                                     887
 9.4   Corporate Identity Misalignment at            23.3   Researching Overseas Markets                      889
       Hilton Hotels                           337   23.4   Global Advertising Taboos                         891
10.1   Portfolio Planning to the Core          363
10.2   Product Development at Skoda and Fiat   373
11.1   Investing in New Product Development          Digital Marketing
       the Hewlett-Packard Way                 393    1.1   What Opportunities do Social Media
11.2   Procter & Gamble Practises                           Environments Offer?                                    19
       Open Innovation                         394    2.1   Intel Enters the Mobile Phone Market                   50
  xii    Vignettes

 3.1    Friends of the Earth Uses Digital                 22.2   Information Technology in Retailing       851
        Marketing to Raise Awareness of                   23.1   Global Brand Building by Acquisition      883
        Environmental Campaigns                      85
 3.2    Twittering Around the World                  92
 4.1    Recommendation and Review Sites             113   Marketing Ethics and Corporate Social
 5.1
 6.1
        UPS Widget
        Happy Employees Win Company Awards
                                                    163
                                                    197   Responsibility in Action
 7.1    Online Research Communities                 239    1.1   Using Social Marketing to Combat the
 7.2    Emotional Measurement Using Metaphorix      242          Obesity Crisis                             11
 8.1    Understanding Generation @                  270    3.1   Honda Fights Back                          82
 9.1    Fresh as the Mountain Dew: Video Blogging   322    4.1   Is Ethical Consumption Always Ethical?    119
10.1    Mobile Marketing in a Mature Market         359    6.1   Ethics Makes Good Business Sense at M&S   182
11.1    Capture the Moment                          405    6.2   Car Scrappage Incentives and the Ailing
12.1    Driving a Hard Bargain on the Internet      431          Automotive Industry                       187
13.1    Interactive Television Advertising          479    6.3   A Lean, Green Electric Machine:
14.1    Selling in Niche Markets: Mini-Sites        509          the Greening of GE                        193
15.1    Using a Marketing Database in Retailing     553    6.4   The Feelgood Factor                       198
16.1    Companies Chatter on Twitter                597    7.1   Big Brother is Watching You!              247
17.1    The Future of Music                         629    9.1   Offsetting the Offsets                    310
18.1    Digital Television in Your Pocket           668   12.1   Combating Price Fixing                    448
18.2    Digital Technology and the US Presidency    677   13.1   Pushing the Boundaries of Taste and
18.3    Technorati Media                            681          Decency                                   489
18.4    Mobile Advertising Lifts Off                684   15.1   Consumer Protection in Direct Marketing   573
19.1    Customer Satisfaction: Moo.com              715   17.1   Implementing Ethics in the Fashion
20.1    A Strategic Alliance: Brands Coming                      Industry                                  652
        Together to Improve Service                 752   18.1   Fighting Piracy, or Consumer and
21.1    Company Intranets: Open Access                           Artist Empowerment?                       690
        to Information                              788   21.1   ‘Saying’ versus ‘Doing’ in CSR            783
22.1    Online Bonding: Customer Retention                22.1   The Credit Crunch, the Financial Sector
        Strategies                                  829          and Ethics                                832

								
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