Marketing In A Nutshell: Key Concepts For Non-specialists

Marketing in a Nutshell This page intentionally left blank Marketing in a Nutshell Key concepts for non-specialists Mike Meldrum and Malcolm McDonald AMSTERDAM ● BOSTON ● HEIDELBERG ● LONDON ● NEW YORK ● OXFORD PARIS ● SAN DIEGO ● SAN FRANCISCO ● SINGAPORE ● SYDNEY ● TOKYO Butterworth-Heinemann is an imprint of Elsevier Butterworth-Heinemann is an imprint of Elsevier Linacre House, Jordan Hill, Oxford OX2 8DP, UK 30 Corporate Drive, Suite 400, Burlington, MA 01803, USA First edition 2007 Copyright © 2007, Mike Meldrum and Malcolm McDonald. Published by Elsevier Ltd. All rights reserved The right of Mike Meldrum and Malcolm McDonald to be identified as the authors of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988 No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without the prior written permission of the publisher Permissions may be sought directly from Elsevier’s Science & Technology Rights Department in Oxford, UK: phone (⫹44) (0) 1865 843830; fax (⫹44) (0) 1865 853333; email: [email protected] Alternatively you can submit your request online by visiting the Elsevier web site at http://elsevier.com/locate/permissions, and selecting Obtaining permission to use Elsevier material Notice No responsibility is assumed by the publisher for any injury and/or damage to persons or property as a matter of products liability, negligence or otherwise, or from any use or operation of any methods, products, instructions or ideas contained in the material herein. British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloguing in Publication Data A catalogue record for this book is available from the Library of Congress ISBN–13: 978-0-7506-8133-9 ISBN–10: 0-7506-8133-0 For information on all Butterworth-Heinemann publications visit our web site at http://books.elsevier.com Typeset by Charon Tec Ltd (A Macmillan Company), Chennai, India www.charontec.com Printed and bound in Great Britain 07 08 09 10 11 10 9 8 7 6 5 4 3 2 1 Contents Foreword vii List of Tables viii List of Figures ix Part 1 1 1 2 3 4 5 6 Understanding the Basics of Marketing The Discipline of Marketing A Market Orientation The Marketing Mix Marketing: Concept, Function or Process? Marketing and Ethics World-class Marketing Part 2 Different Types of Marketing 3 7 10 15 19 23 31 7 Marketing Consumer Products 8 Marketing Industrial Products 9 Marketing Service Products 10 Marketing High-tech Products 11 Marketing Capital Goods 12 Trade Marketing 13 Internet Marketing 14 Marketing Internationally 33 37 41 46 51 54 58 63 Part 3 Understandin