Subject Index

Subject Index

Notes

pricing 704, 730, 733, 748 1. Cage numbers for marketing higlights and

message creation 794, 798­803

product development 601­3, 604, 610, 613 case .studies are in bold.

objectives 793, 794. 795­6, 814

sales force and personal selling 874­«3 2. Page numbers fur key terms defined in

online marketing 972, 973

segmentation and targeting 390, 399­400, margins are in italics

sen­ices 643­5. 648, 650, 651, 656­7, 660 accessibility 409. 446­8

differentiation 438­9, 441­2

social responsibility and ethics 54­5. 70 accessory equipment 566

perceptual mapping 446­7, 449

strategic marketing planning 88, 90, 102, 109 account management 852­3

strategies 452­8, 462

^ alcohol 13,64,485,963 accountable relationships 4S4­5

pricing 679, 691, Ii97, 703, 705

advertising and promotion 792, 795, 799, ACORN (A Classification Of Residential

strategies 721­2, 726, 728, 733, 736

800, 803, 834 Neighbourhoods| 391­3

product and brand 559, 563, 565, 570, 584,

communication strategy 786­9 acquisition 603^1

competitive advantage 508, 516, 524, 525 action programmes 132, 113,119­20,121

product development 605, 608, 617. 622,

consumer buyer behaviour 235, 243, 246 actionability 409

direct and online marketing 989­*J7 active information ­search 255

qualities 773

1 distribution channels 924­5 activities 11. 452

regulation 817­18

environment, marketing 158, 160 actual product 561

reinforcement 795

. global marketplace 190, 198, 3(16­7, 212 actual Self­ec­neept 243

reminder 795

positioning 445­6, 465­6 adaptation

segmentation 389­90, 394­7, 405, 412,

differentiation 439, 441­2 adapted marketing mix 211

perceptual mapping 449­50 adapter 534

services 644, 648, 651, 653, 656, 657

strategies 452­5 passim, 458 communication 212, 2J.I. 214

shortcomings 773

pricing 726, 729, 740 dual 212,214

social responsibility and ethics 45, 53­4. 73

product and brand 573, 582. 583^1 for international markets 209­12

specialities 823

segmentation and targeting 390, ,399, product 212

standardization 812­1,1

408­9, 412, 416 administered VMS 903, 904, 905

strategic marketing planning 82, 87, 95,

allowance 826

adoption: process and .stages 260

alternatives, evaluation of 253—4,255, 256­8 advanced imiitivariatc segmentation 405­7

strategy 794, 797­810

analysis of competitors 506, 507­15 advantage see under competition

style 800­2

Andean Pact 197 advertising 756, 793, 794­818, 860, 930

see also promotion; promotion under sales;

annual planning 85 agencies 25,144, 157, 245, 810­11

public relations

APEC (Asia­Pacific Economic Co­operation) brand 812­14

affective stage in communication 760­1

196, 197 centralization and decentralization 814­IS

affordable method of promotion 770, 771

Africa 7<J, 234, 403, 404, 813, 876, 963

appliances 955

changing world 9, 25­6

; appliances, household 400, 509­10, 769, 934 communication strategy 763^, 766­8, 770.

global marketplace 181^1, 187, 194, 197,

advertising and promotion 803, 828­9 773, 776, 777, 78€ , 782, 787

1 distribution channels 900 comparison 794, 795, 796

age

information and research 348­9, 352, competitive advantage 516, 521, 523, 527,

consumer huycr behaviour 238­9

consumer market segmentation 386, JS7­8,

positioning 435—6, 439 consumer buyer behaviour 237, 239, 248,

product and brand 565, 569 costs 44. 793, 794, 796­7, 804, 806­7, 817,

s true tore, changing 153­4

strategic marketing planning 359­62 821, 952

'Third Agers' and 'Generation Xers' 156­7

see also housing and homes culture 812­13, 814

sec also children

approach 365, 867 customer relationships 473, 475, 476. 484

agents 919,926

AID (Automatic Interaction Detection) 406—7, '_ area and market demand differentiation 813­14

estimating 342—4 direct and Online marketing 952­3, 959,

airlines and aerospace j 72, 773

i arts 834

ASEAN (Association of South East Asian environment, marketing 150, 154,166,

advertising and promotion &02, 823, 828­9

Nations) 196, 403 170,172

competitive advantage 515, 520, 527, 529,

advertising and promotion 792, 793, 794, frequency 796, 804

consumer buyer behaviour 248, 250

804, 805­6, 812, 814 global marketplace 189, 208, 210, 214

customer relationships 475, 477, 484­7,

business buyer behaviour and markets 274, information and research 314. 321, .341,

distribution channels 931­2

changing world 13,19, 21­2, 28, 29, 30, informative 794, 795

glohal marketplace 198, 214

information and research 313­16, 337, 350

international 811­18

communication strategy 760­1, 772, 778, media 794, 803­8,815­17

positioning 435, 437, 439, 441, 443, 444­5,

1012 • Subject Index

Asia cantinuad

manufacturer's 5/7 competitive advantage 507, 512, 543­5, 547

availability

name selection 573, 575­7 strategies 518, 521, 524­32 passim, 53S

consumer buyer behaviour 231, 234, 242,

personality 572 246, 248­30, 264

transport 932

portfolios 572 customer relationships 476­8, 485­7,

avoiding competitors 511. 513­14

preference 572, 800 493­i

awareness

private 201, 577, 578­9, 611. 621 direct and online marketing 962. 963, 965,

in adoption process 26(1

proliferation 37IWS 96S, 972

brand 572, 808­9

rejection tSO'J distribution channels 905, 908, 912,

communication and 760, 761, 770

repositioning 573, 583 914­18,922,936,938­9

loyalty 572

sales managers 117 environment, marketing 151, 153­1, 157­9,

sponsor 573,577­80 166, 171­3, [77­9

balance sheet 93

strategy 573, 580­3 global marketplace 184­5, 209, 212­15.

balancing customer ami competitor

switchers 820 224, 225, 403

orientation 538­9

teams 117­18 market entry, establishing 205­8

banks 326, 490

top ten 573, 574 market opportunity (87­98 passim, 200,

positioning 4,'iS, 440

values and beliefs 256, 571, 657 201

pricing 721. 738

break­even pricing 701, 702 information and research ,113­16, 322,

segmentation and targeting 406­7. 409

bribery set 1 corruption 332, 343, 344, 346, 350, 353, 355

services (Alt, 657, 664

Britain .sec United Kingdom positioning 433, 436­7, 440, 443, 452,

social responsibility and ethies 63, 69, 71

Inoadufistitlg see media 456­7, 460

strategic marketing planning 88. 100­1

brokers 919, 920 pricing 683, 687, 689, 693, 697, 709­10

bargain hunters 403

barter transaction. 13, 14, 198, 738­9

budget ,­ite cost

bulletin hoard systems 974 product 561, 587, 539­91, 593

strategies 735­6, 740

based­point pricing 732

basic relationships 484­5

business

actions towards socially responsible product development and life cycle

branding 570­1, 573, 581­3

battle brands 577, 57H­9

marketing 60­70 strategies 604­5, 609­11,615,624, 631,

BBSs (bulletin board systems) 974

enlightened marketing 61, 62^ 638

KCG (Boston Consulting Group) 97­8, 101,

ethics 64­70 sales force anil personal selling 865, S67­9,

principles for public policy 68­72 870, 875, 876, $85

behaviour/behavioural

analysis of new product 607, 614 segmentation 381, 403, 404, 417

business set­ buyer behaviour under

buyer behaviour and markets 149, consumer market 384, 387, 389, 396,

business

Consumer see consumer buyer behaviour

buying decisions 283­4 social responsibility and ethics 41, 48, 52,

distribution channels 899­900

buying process 276, 292­4 58, 64. 69

manners 290­1, 978­9, 980

buying unit 279 strategic marketing planning 83, 93, 93, 95,

segmentation 386,396, 397­101

decisions and decision­making 279 99­102, 107­8, 110. 126, ]28, 209,

stage in communication 761­2

direct purchasing 279­8 i 212­15

beliefs see values and beliefs

sti' ulso Japan environmental influences 2S7

believable advertising 799

government markets 296, 297­300 aspiration;)] groups 235

benchmarking5J(I, 513­13, 696

individual influences 287. 289­92 assets, marketing 413

benefits

institutional markets 39<i Association of South East Asian Nations 196,

advertising 798

interpersonal influences 287, 289­91 403

brand .171,575

leasing 281­2 atmospheres 769

customer relationships 4S5

model of behaviour 282 attack 511, 513­14, 530­2

direct and online marketing 951

organiaational influence 287­9 attention 255

mis 377

selective 247 participants in process 284­6

online marketing 969­70

segmentation 402 attitudes

product 255, 448, 561­2

­structure and demand 277­8 consumer buyer behaviour 249, 250

social 485

sought, segmentation and 386, 3"7,398, 402

holidays 632

Vo international buying 195

market segmentation 401­3; see also huyer fit others 258

blanket iwntratits 294­5

behaviour above to produet 386, 401

hi ood donors 398­9

portfolio 96, 97­102 attractiveness

Boston Consulting Group see BCG

promotion 826­7 industry 98­9

brand 570­S3

advertising 812­14

services 56fi

strengths 98­9, 413 attributes, brand 571; sec also design, quality

segment 412­13

attributes 571

unit strategies 97, 98­9, 100 and under product

awareness 572, 808­9

see also company audit

battle 577. 578­9

buybiiek (compensation) 198 external 9.?

benefits 571. 575

buyer/13uying 236, 285 internal 93

competition 578­9

behaviour see under business; marketing JJJ, 112, 114­75, 118

conviction 253

c us tome rs/con su m e rs productivity 115

distribution 215­16 augmented product 561, 562

strategic 91­4

development managers 118

intentions surveyed 345­6 Australasia (mainly Australia) 2'). 41, 400,

dilution 582

international, attitudes to 195 503, 876, 965

advertising and promotion 805­6, 812, 816

familiarity 253

power of 413

environment, marketing 168. 170

­readiness 386, 400, 401, 760, 779 global marketplace 186, 197, 206

'fighting' 740

and seller interdependent 279 information and research 31.1­16

image 256, 657

licensed 577, 5SO

unit 279

sec also purchase automated warehouses 928­9

by­product 724

Automatic Interaction Detection so; AID

management organization 116­17

pi'icing 723, 724

Subject Index • 1013

bypass attack 532

social responsibility and ethics 31

commission for sales force 853­4

communication 16 E calls by sales force 856­7, 862

see afeo globalization

adaptation 212,213, 214 capital items 566

1 chance orders 188

environment 779­80 captive­product pricing 723. 723, 724

changes communication .strategy 779­81

innovation 263 cards 618, 738­'.>; see also credit cards

demographic 94

mass 791­842; see also advertising: cars

technological, speed of 165­6

promotion under sales; public advertising and promotion 794­5, SOI, 803.

in values, secondary 169­73

relations; telecommunications 834­5

world economy 30­1

position 461­2 changing world it), 16­22 passim, 27, 28,

• channels communication 757, 768­9

strategy 754­89 31­2

members and marketing plan 1 1 2

changes 779­81 communication strategy 760­2, 766, 76').

between nations 215­16

feedback 770 781

online marketing 970­1

media, choice of 768­70 competitive advantage 507, 511, 512, 517,

pressure and SWOT analysis 94

message design 762­8 523­7 passim, 531­2. 538, 543­8

within nations 215­16

objectives 760­2 consumer buyer behaviour 236, 242­3,

set also distribution channels

process 758­9 250, 260

1 charities 170­1, 657

social responsibility 781­2 customer relationships 471­2, 476, 478,

; communication 763, 766, 792, 835

target audience 759­60 492.494

direct and online marketing 95N, 962, 963

see atsa promotion direct and online marketing 956, 958, 963,

chemical industry 193, 516

sec also telecom numiealions 972,973,974

advertising and promotion 852, 857

environment, marketing 150, 152

company

distribution channels 899, 900, 902, 904,

characteristics 909 908, 920, 934

pricing 695, 724

competitiveness, identifying 507­8 environment, marketing 146, 1S8, 163.

segmentation and targeting 404, 413

strategic marketing planning 90­1, 98

culture 121

global firm 185 global marketplace 185, 188, 190, 192, 198,

children 406, 580, 736, 792

individual brand strategy 582 202,211

baby food 132­3,160

microenvironmcnt 146­7 information and research 322, 346, 350

charities for J7O­1.962

protection see regulation oil, lubricating 431^1

Internet use 967

resources 417 parts industry 64, 163. 210, 213, 762

promotion to 774­5, 776

sales forecast 345 positioning 431­2, 443­5

see also theme parks; toys

SCO filsft business differentiation 434, 437, 439­40

chocolate sec confectionery and chocolate

cinema 100, 246, 351, 806, 815

comparison

perceptual mapping 448­50

advertising 79­1. 795, 796 strategies 452­3, 456­7. 458, 460

: citizen's actions 55­7, 150­1; see also natural

sales forec 862—3 pricing 683, 693, 701, 709­1S

environment

compensation (buyback) 198 strategies 723, 725, 727, 729

class see under soeial

compensation for sales force 848, 853, 854 product

; clocks 688­9

competition/competitive and brand 565. 569­70, 572, 583, 587. 590

• close competitors 511, 513

activity and SWOT analysis 94 development 609­11. 613­14, 624­5.

closed­end questions 3JJ, 336­7

advantage 109, 434, 443,460­1, 503­55, 506 631, 63S­41

closing 866,868,869

analysis of competitors 506, 507­13 racing 431­2, 434

clothes 68, 482, 519

balancing customer and competitor segmentation 404, 409

advertising and promotion 804, 839^12

orientation 538­9 consumer market 385, 387, 389, 400

changing world 13, 29

strategies, competitive 506, 515­38 levels 380­1, 384

communication strategy 766, 767, 774­5

advertising see umicr advertising targeting 416, 417

consumer buyer behaviour 234, 239,

analysis of 506, 507­15 social responsibility and ethics 48, 51,

1 avoiding 511, 513­14 54­5,58

direct and online marketing 956, 957, 961

distribution channels 904, 908, 918, 919,

brand 57H­9

strategic marketing planning 88, 95, 96,

­centred company 5.18 102­3,107­8, 110

customer satisfaction 478 cash

1 environment, marketing 154, 158,160

global marketplace 194, 210, 214­15

distribution channels 909

­a nil ­carry

environment 105, 106 retailers 914, 915

information and research 327, 344

idea generation from 610­11 wholesalers 911

market niche 536­7

intense domestic 188 cows Jin matrix) 97, 98

positioning439, 443.447

marketing plan 112 discount 725

pricing 726, 728, 733, 734

in microenvironmcnt 149 refund offers (rebates) 729, 822

product and brand 577, 582

monopolistic 690 catalogue

segmentation and targeting 384, 396

moves 519­20 marketing 957, 960, 961

services 657, 661

objectives 508­9 showroom 918, 979

strategic marketing planning 81­4, 87,

oligopolistic 69J category 117­18

parity method of promotion 772 killers 974, 915, 918

see also training shoes

pricing 696­7. 704­6, 736­7 causal information 328

cluster analysis 408, 409, 410­11

• cluster sampling 333

pure 6'JO

causal research 321

reaction 510­11 celebrities 441, 452­3. 767­8, 801. 802, 818

co­branding 577, 580

segmentation 413, 417 central buying operation 296

I coffee 77, )85, 194, 394, 452, 526, 765, 801,

snooping on 322­3 central 11. a lion 2J7, 288, 814­15

strategies 506, 509­10, 515­38, 782 chain ratio method 341

1 consumer buyer behaviour 243, 252, 253

creamer 420^30, 618

winning 524

challenger market W9

see also ­under positioning challenges into next century

cognitive dissonance sec dissonance

: competitions and contests 823, 825. 861 changing world economy 30­1

cognitive stage 760, 761

complaints 259, 476, 662­3 computers and information technology

colour 764—5

: commercial information sources 255, 325

complex

buying behaviour 25}, 252 new marketing landscape 31­2

boom 26­8

. commercial online services 964

­ buying decisions 279 non­profit marketing, growth of 24­6

commercialization 607. 622, 623

1 commission houses 919­20

innovation 263

1014 • Subject. Index

complex continued

improving 525 sales force structure 8?1

methods nf research 328­32

contact lenses 511,513, 689, 735

inflation 735

computers and information technology 202,

leadership 88, 517 288­9, 5N9

content of message 762­3

iost customers 482­3 advertising ami promotion 815

continuity, advertising 80S

continuous innovation 526

low 413 ­

boom 26­8

; marketing 781 changing world 29, 30

contract/contracting 288, 294­5

mis adaptation 187 communication strategy 758. 779­80

management 205

plan 112, 113­15 competitive advantage 512, 517, 520, 533

manufacturing 205

contraction defence 528­9

media S25

consumer buyer behaviour 232, 251, 252,

pricing see under pricing 261

contractual VMS 902, 903

1 product development 604, 606, 622, 623 customer databases 953, 954, 956­7, 980

control

promotion 756, 770­2 customer relationships 476, 477­8, 494

channel members 924­5

marketing 118, 119

U&D 166

recover)' and pricing 684 distribution channels 906, 927, 932

direct and online marketing 972. 980

programmes in marketing plan 112, 115

reduction 525, 935 environment, marketing 146, 165

test markets 619

relationship 489 games 436­7

convenience goods 920

sales promotion 825, 829 information and research 316, 319­20, 322,

convenience product 563, 920

convenience sample 333

total 6S8

customer 47.3, 474 positioning 440, 441, 446, 454

convenience store 9J,3

transport 161,932 pricing 684­5, 089,691

conventional distribution channel 900, 902

variable 525, 685 strategies 720­1, 723, 730, 735

conviction 253, 761

'­ counter­offensive defence 527, 52S product development 604, 610, 620­1, 622,

co­operatives 905, 911­12

countertrade 198 623,633

copy testing SOS

coupons 822, 827 research 330

core

couriers 11­12, 440, 490, 503­6, 519, 651, sales force and personal selling 843­5, 857.

beliefs and values 169

business processes 480­1

j creative accounting 574 segmentation and targeting 380. 382­3,

product 561

credit cards 9, 88, 452, 490, 738, 816 393­4

strategy 43­J, 825

consumer buyer behaviour 244­5 size (numbers of) 401

see also competitive advantage;

direct and online marketing 956, 962 social responsibility and ethics 62­3

positioning; relationships under

product development and life cycle strategio marketing planning 89. 'JO, 120­1

customers; segmentation; targeting

strategies 658, 660, 664 see aluii In ternet

corporate

segmentation and targeting 381, 395, 400 Concentrated marketing 416, 417

brand strategy SK2

critical success factor 96 concept

product IS, 512

i culture/cultural diversity 19S, 230, 231 testing 607, 613

marketing ethics policies 65

advertising 812­13, 814 confectionery and chocolate 185, 343, 583,

VMS 90S, 903

Web site 971

company 121

consumer buyer behaviour 230­3 advertising and promotion 791, 799, 801

correspondence analysis 451

empathy 200­1 competitive advantage 535, 549­55

corruptionforihery 187, 199, 298­9. 870­1

global marketplace 211­12 distribution channels 90'', 944­6

cosmetics and bathroom toiletries 484, 918

innovation 608­9 positioning 448, 452, 459

95S

marketing 112,169, 170­J segmentation and targeting 395, 397, 413,

advertising and promotion 792, 801, 802,

1 pollution 54

segmentation 404 strategic marketing planilmg 121, 131­9

changing world 9, 23­1

communication strategy 762, 764, 765, 772

shifts 231

universal! 211 conformanec. quality 492

conflict, channel 900

competitive advantage 508­9. 516, 520,

values 169­73

confused positioning 459, 460

see also under environment conjoint analysis ­109, 411

consumer buyer behaviour 232, 251, 252,

; current business portfolio, analysing (matrix conjunctive model of consumer choice 257

approaches) 96­102 construction industry and materials 209,

environment, marketing 158. 177­9

expansion and diversification 100­1 383­3, 392­3, 437­3, 459, 465­6

global marketplace 193, 195, 213, 222­6

General Electric strategic business­planning consumer see customers/consumers

information and research 322, 326, 328,

grid 97, 9S, 09, 101,134 consumer buyer behaviour 227­71, 228

problems with 101­2 beliefs and attitudes 249, 250

positioning 445, 448, 452, 453, 454, 457,

see also BCO

buyer decision process 253­60

current market demand 340­4 for new products 260­3

pricing 729, 730, 736

current marketing situation 111, 112 Cultural characteristics 230­3

product and brand 558­60, 573, 583,

current position 445 decision process 250­1, 253­63

current profit maximization 683 across international borders 263—4

product development 617, 632­3, 627­8,

custom­built databases 954 learning 248, 249

cu s tomers/co n su mers models of 229­30

segmentation 376­7, 38S, 389, 390, 398­9,

as centre of company 104 perception 246, 247, 248

­centred company 4 71, 538 personal factors 238­43

social responsibility and ethics 44, 45,

'­ chum 482

psychological factors 243­50

communicating with sec communication social class 233. 234­5

strategic marketing planning 109,117, 118

competition and 478, 538­9 social factors 235­­S

toothpaste claims 49­51

Consumers' Association 49­51, 145, 268 types of 251­3

see a/so perfume: razors

costs 473, 474, 482­3 consumer goods 776

cost 161, 937

databases 953, 954, 956­7, 980 consumerism 55­7

advertising sec uatdsr advertising

delight 12, 259, 478, 562 Consumers' Association (UK) 49­50, 145, 268

communication strategy 778

delivered value see under delivery contact

distribution 43­4

development managers 11H channel function 897

energy, increased 162­3

fixed 525, 685

direct and online marketing 967, 969

­driven companies 22

developing product see tinder product education and Information 12

delivery

DFMA (design for manufacturability and equity 573

chosen position 461­2

assembly) 616 expectations 258­9, 658

costs and pricing 732­3

differentiation 434­43, 517 freedom, principle nf 71

customer value 472, 480, 481, 4H2, '107­8

advertising 813­14 idea generation 610

differentiation on 439­40

differentiators 88 life­time value IT, 483, 490, 573

service 588, 656­7

image 441­3 loyalty 483, 524, 573, 654, 659

see ((fan couriers; distribution; mail

marketing 416 market 148­9, 229

demand

personnel 441 in inicroenvironment 148­9

business markets 277­8, 280­1

product 439, 796 mobility and global marketplace 210

derived 277, 280

.services 439­41, 655­7 needs see needs

elastic 692, 694­5

dilution, brand 582 obsession and services 660

­oriented marketing 61, 62

exporting 203—4 pricing and 43­4, 691­2. 725, 727, 735­6

inelastic 278, 692

investment 207, 208 products 56,1, 564­5

management 16­17

purchasing 279­81 promotional?, 821, 822­6

measurement and forecasting 105, 106­7

rating of advertising 808 protection 72; see also regulation

measurement of 540­4

survey research 327 •provider interaction 649

pricing and 690­6

direct marketing 757, 776, 910, 947­97, 950 relationship 279, 467­501. 970­building

catalogue marketing 960. 961 total quality marketing 491­5

promotions 821, 822

see also forecasting demand

channel 897, 898 see also marketing under relationship;

demands 8, 10

customer databases 953, 954, 956­7, 980 retaining customers; satis/action,

demarketing 16

direct arid online mail marketing 816, customer

demography/demographies 94,151

957­60 sales fofce structure 850, 851

direct and online marketing 967, 975­6

direct­response television marketing962. satisfaction see satisfaction

environment 3.51­8

'expert' forecasts about 351

segmentation 385­401

face­to­fitee selling 955, 957 behavioural 386, 396, 397^01

marketing plan 112

growth 951­3 demographic see demography

population size and growth 151, 153

integrated 976, 977 geodemographic 386,391, 392­3

.segmentation 387, 388­90, 398, 401­2, 405

public policy and ethical issues 977­80 geographic 3H5, 387, 401, 403

gcodemographic 386, ,391, 392­3

telemarketing 43N, 852, 955, 961, 962 pricing 725. 727

and targeting 426­30 passim

see alKti online marketing psyohographie see psyohographlos

demonstration S66, 868

directing sales force 856­60 sen­ice 481, 588

department stores 19, 47, 93, 190, 481, 663,

directional policy matrix 98­9 spending, changing patterns of 159­62

communication strategy 754­6. 770, 773

. disadvantaged consumers, poor service

training 440

distribution channels 904­5, 908, 912, 918,

to 52

discount 725­6, 824­5, S26 value see inuier value

­triggered distribution 934

store 913, 914 wants 8,10, 22, 53­4

information and research 326, 328, 362­3

discrimination 249 winning 523—4

positioning 441, 452

'disruptive' competitors 513­15 see a/so consumer buyer behaviour;

pricing 728­9, 730

dissonance, cognitive 259 consumers under individual;

product development 618, 632

­reducing buying behaviour 251, 252 marketing; public: target

departments in firms 104­5, 112

distant competitors 511, 513 customization 381­4

deposition ing 445­6

distinctive advertising 799­800 mass 384, 825

derived demand 277, 280

distinctive competencies 89 eyberhoods 974

descriptive information 327

descriptive research ,531

distortion

cycle .347; see also life cycle

design

communication 759

selective 247, 248 data

decisions, channel 907­22

alternatives 910­21

distribution

customer databases 953, 954, 956­7, 980

customer needs 907­8

centre °2S

sources and collection 324­32 pussitn. 354

firms, physical 147,147 deceptive practices and individual consumer

objectives and constraints 908­9

information 351­3 44­7

for manufacturdbility and assembly 616

marketing plan 112 decider 236, 285

message 762­8

sates prmotion 827 decisions and decision­making

positioning 439, 444

strategic marketing plan and global brand 573­5

see ofso style

marketplace 215 business buyer behaviour 279, 283^,

desirable products 64, 65

set' also delivery: distribution channels; 29T­300

detergents and cleaning materials 19, 117,

transport consumer buyer behaviour 250­1, 253­63

1 distribution channels 892­946, 895 deeision­and­reward systems 121

changing world 19,29

behaviour 899­900 global marketplace 187­9, 201­3

communication strategy 773. 778

competitive advantage 511, 520, 531

conflict 900

product see product decisions under

functions 896­7 individual

distribution channels 904, 923

horizontal 905, 907 purchase 253­4. 258

environment, marketing 142­5, 151

hybrid 906, 907 unit 2 36

positioning 439, 443, 445, 462

intermediaries 896, 909, 910, 920­1 see also management

product and bnmd 581, 582, 592

levels 897, 898, 987­8 decline stage in produce life cycle 627, 6,3,"!, 634

segmentation and targeting 376­8, 399,

management decisions 922­5 decoding 758­9

nature of 896­9 defence position 526—9

developing information 317­38

organization 900­7 deficient products 64, 65

demand estimation 335—LS

services 898­9 delegation 607

internal records 31ft

trends 932^0 delight, customer 12, 259, 478, 562

marketing intelligence .3J8, 319­20

.see rj/so research under marketing

vertical 900, 901­5

1016 • Subject Index

distribution channels continued

changing world 13. 19, 21, 24, 25, 28­9, see also distribution; logistics tindw

consumer buyer behaviour 231, 23.i, 250.

311­1,36­8 physical distribution

communication strategy 754­6, 772­5. 778. distributor brand see private brand

customer relationships 493­4, 495

780. 782. 786­9 di versification

distribution channels 899. 904, 906, 909,

message 762­3, 766­8

business portfolio 1.00­1

environment, marketing 165­ii

competitive advantage 503­5. 507­13,

market 188. 52S

global marketplace 184, 192­5 passim,

543­S

diversity 155, 157­8, 211­12; see a/so culture;

strategies 515­33, 535­7

consumer buyer behaviour 227­8, 253, DM0 (decision­making unit) 2.76

demography

pricing fi83, 692, 703, 727, 728, 734­6

263^, 26S­71 dogs (in iiialris) 97, 98

product 568­9

characteristics affecting 232­3. 24i)­2, door­to­door selling 955, 957, 958

and brand 570, 581, 582, 587­93 passim

development 604­5, 610, 615­16, 623,

downward product line stretching 589­90

customer relationships 471­7, 479, 4S1, drinks 508; see a/so alcohol; coffee; soft

484­7, 491­5 drinks: lea: water

sales force and personal selling 885­9

Jireet and online marketing 951­2, 954­66 drives 248­9: st£ a/so motivation

strategic; marketing planning 89, 90­1.

passim, 96fi, 970, 973, 975, 977, 980. drop shippers 911

sec alua appliances; computers;

DRTV (direct­response cclevision marketing)

telecommunications

distribution channels 892­5, 899, 902,

962, 963­t

e­mail 959, 974

drugs .spf pharmac£uticals

Si'e atsn online marketing

design decisions 908­9, 912­18, 921­2

dual adaptation 212, 214

emergency products 563—4

trends 935­40

durable product 562

emergent pole 450

environment,, m.irkcung 142­5, 160­1

rnacrocnvironrnent 151­68 jMSSim, 170, early adopters 261­2

o­money 738­9

emotional appeals 762

Eastern and Central Europe (and former

global marketplace 164­6, 217, 224­5 Soviet Union) 58. 385, 875

emotional selling proposition 457, 4S8

empathy, cultural 200­1

map 197

advertising and promotion 805­6, 812, 816,

market entry, establishing 202, 205, 208 817,823,826

empowerment of front­fine employees f>60

market opportunity 188, 190, 191­3, business buyer behaviour and markets 27'),

encirclement attack 532

encoding 758­9

strategic marketing plan 209, 211­12, changing world 13, 19, 21, 28, 31

energy costs increased 162­3

Engel's laws 162

consumer buyer behaviour 242­,'!. 264

'. information and research 315, 320, 322, customer relationships 472­4, 477

enlightened marketing 6,!, 62­4

341..1S2­3, 352, 354 direet and online marketing 96,1, 992

enlightened philosophy 64­6

[ developing 318­19, 323­4, 331­2 distribution channels 916, 918, 924

entertainment see leisure

forecasting 346, 350 environment, marketing ISO. 153. 157­S,

environment

list of members of BU 155, 197, 352 160­1, 163

business buyer behaviour 287

positioning 431­3 global marketplace 187, 190. 194,195, 198,

eomrnunication strategy 779­80

differentiation 434, 437­43 209,213,218­19.218

competitive 105,10e

perceptual mapping 446­9 positioning 445, 447, 453, 460

cultural 153, 769, 170­3, 198­201

strategies 452­60, 462 strategic planning 84, 102

demographic 151­8

distribution channels 909

pricing 678­81, 697­8, 704­5, 709­15

Economic Value Added 6%, 698­9

setting 683­t, 687­8, 691­5 e ei mom i c/e eo no m y

economic 194­5

strategies 717­38 passim, 743­50 climate and SWOT analysis 94

'expert' forecasts about 351

product 565, 569, 5fi4, 586­90, 593, consumer buyer behaviour 239­40

efficiency principle 72

branding 570­S.i passim environment 153,15S, 159­62,194­5, 287

marketing 142­79,146

product development 601, 638—11 marketing plan 112

environmental management perspective

3.73 life­cycle strategies 627, 631­3

new products 603­5, 607, 610­11, 613, segmentation 404

pricing 697, 719­20

m i e roenvi ron men t 146. 147­51

615­16, 618, 622­4 economies of soak 189, 210­11

plan 112

sales force and personal selling 850­1, ECR (efficient customer response) 937

responding to 173

857­9, 862­3, 865, 870­1, 874­89 education 72, 155,386

political 153,167, 168­9

segmentation 376­fi, 381, 403­4, 409, effective segmentation 409­11

political­legal 195­8

set also maeroenvirojiment; natural

efficiency

consumer market 385, 387­90, 393­5, customer response 937

environment

397, 399­400 economic, principle of 71

equity, brand .572, 573

targe ting 413­14, 416 use of time 857,859­60

erratic events 348

services 643­5, 648, 650. 652­3, 656­64 EFTA (European Free Trade Association] 153,

E.SP (emotional selling proposition) 457, 45ft

pamiim, 668­70 160­1. 197

establishing market entry (global) 203­8

direet investment 207, 208

social responsibility and ethics 41, 77­80

elasticity

business actions 61­3, 65, 66­70 demand 692, 694­5

exporting 203, 204

criticisms of marketing 45­51, 55 priee 694

joint venturing 204. 205­7

esteem needs 246, 247

regulation 58. 59

strategic marketing planning 83, 104­5, electronic commerce 966: see a/,to online

elderly 395

ethics see social responsibility

Europe and European Union

plan 87­8, 90­1, 93­6, 98, 100­2

electronic data .see computers

see also Eastern and Central Europe; electronic ami electrical goods 384, 437

advertising and promotion 791­6, 799­807,

United Kingdom advertising and promotion 792, 799

811­18, 823­9 passim, N34­5, 839­42

European Free Trade Association 153, 160­!, changing world '), 12, 13, 18, 22, 28, 30, 31

business buyer behaviour and markets

273­6,303­J1

communication strategy 763, 772

1 EVA (Economic Value Added) 696, 698­9 competitive advantage 507, 512­13, 517,

direct purchasing 279­8 t

evaluation see tests and evaluation 520­1, 534

government markets 296, 297­9

influences on 288­90

events 769

Subject Index • 1017

distribution channels 904­5, 915 exchange (foreign) 186,191

exchange «, 72, 13, 288­9

follow­up 869

segmentation and targeting 387. 391­2 exclusive distribution 9211

food Ml.), 905

future see challenges into next century; expansion

advertising 792, 794, 796, 801, 809, 811, 812

forecasting business portfolio 100­1

baby 152­3, 160

corn muni cation strategy 762, 764, 765,

games and sales promotion 825 expectancy viiluc model of consumer choice 257

market 340, 342, 521^

competitive advantage 517, 518, 520,

gatekeepers 285

expectations, consumer 258­9, 658

GATT (General Agreement on Tariffs and expenses of sales force 853^1, 857, 862­3

Trade) 191,196,665 experience

consumer buyer behaviour 236­7, 244,

gender 389,404­5 curve 689

General Electric strategic business­planning global marketplace 210­11

customer relationships 479, 481, 484.

grid 97, 98, 99, 101, 124 sources of information 255

general need description 2°2 experiment! research .32%

direct and online marketing 951. 956,

general public see public expert opinion on demand 346­7, 350­1

generalisation 249 exploratory research 321

environment, marketing 152­3,160, 168

'Generation Xers' 156­7 exporting 203, 204

global marketplace 190, 198, 200, 20),

generic products 575 export department 276

209­14 passim

genetic engineering 152­3 extensions

information and research 319, 322, 324,

geodemographic segmentation 386,397, 392­3 brand 5.W, 582

pet 94, 96, 227­8. 399, 520, 622, 956

geographic(al)

line 580, 581

concentrated market 277 product 212

positioning 443, 454, 458, 459

market 15,188 external

pricing 690. 720, 724, 726, 729, 734, 740,

organizations 116, 216 audit 9.3data sources 324­6

pricing 725, 731, 732, 733 factors affecting pricing decisions 690­7

product and brand 572, 577­8, 583, 584

segmentation 385. 387, 401, 403 outside sales force S5J, 852

product development 604, 610, 622, 631

ghost shopping 476­7 Stimuli 254

promotion and public relations 822, 827.

glass 459, 465­6

globali/.ation/internationali/.ation 29 (aoc­to­face

segmentation and targeting 300, 397, 399,

advertising 805­6. 811­18 Interviewing 328, 329­30, 331

changes 28­31 selling 955, 957

social responsibility and ethics 42, 48, 56,

consumer buyer behaviour 263—1 factor analysis 408, 411

data sources 325­6 fads 628

strategic marketing planning 85­6, 98, 99,

direct and online marketing 970; failure 604­5

sec also Internet message 766—7

sec also confectionery; drinks; restaurants

distribution channels 921­2, 936, 938­9 familiarity, brand 253

and fast­food outlets; supermarkets

forecasting 344

division 21fi

family 154­5

environment 189­201 consumer buyer behaviour 236­7

forecasting demand 105, 106­7,344­51

buyer's intentions surveyed 345­6

lirmlSS

life cycle 2.37, 386

expert opinion 346­7, 350­1

industry 185

segmentation 386

information analysis 349

logistics 932

fashion 625

marketing 185 fast­food see restaurants

leading indicators 348

marketplace 149, 181­226, 403­4 fax mail 959

sales force opinions 346

decisions on markets to enter 201­3 feedback 758­9, 770, 771

statistical demand analysis 348, 349

operational team 216­18 'fighting brand' 740

test­market method 347

resource allocation 208­9 films see cinema

time ­series analysis347, 348

risks 186­9 final buyer 215­L6

foreign direct investment 207, 208

strategic marketing plan 209­15 finance and financial services 13, 231, 648.

formalized buying decisions 279

see also establishing market entry; 657.664­5,800,859

format

international market under benefits of customer relationships 485

advertising 803

marketplace customer relationships 487, 490

message 764­5

opportunities, raking advantage of 29 direct and online marketing 9|]3, 985­7

forums 973

organization 2.7.7 information and research 322, 326

fragmented industry 435

personal selling 867­9 intermediaries 747, 148

franchise 571, 902, 903­1

pricing 725, 733­4 low­interest financing 729

fraud 825

free on board origin pricing 732

product 593

positioning 438. 440

segmentation 403­4 pricing 721. 738

free goods 824, 826

services 661­5 publics 150­1

freight­absorption pricing 733

subsidiaries 216 segmentation and targeting 387, 406­7, 409

frequency, advertising 796, 804

going­rate pricing 704, 705 social responsibility and ethics 46—7, 62^1,

frequent flyer points and ethics 70

good­value strategy 720 68, 69. 71

frontal attack 530­1

goose for Christmas 479 strategic marketing planning 88. 96, 100­1

; fuels/power 161, 350, 351

government/public sector 440, 850 sef? also banks; cost; expenses; insurance

sec ulna oil

bureaucracy 198 fixed costs 525, 685

full­service

entry requirements 186­7 flanker (fighter) brand 583

retailers 912

intervention in natural resource Hanking attack 531­2

wholesalers 9J(J, 01 i

management 164­5 flanking defence 538, 626­7

functional

markets 149,296,297­300 fluctuating demand 27S

cross­functional team 933

discount 726

pricing 697

FOB­origin pricing 732

see also health; institutional markets; focused companies 88

quality 655

policy; political; regulation focusing team effort 607

strategies, planning 102­3

grocery stores see supermarkets group 329

funeral services 652­3

gross profit 695­6 follower, market 109

furniture 184,569,730

changing world 16, 19, 28­9, 31

group

1018 • Subject Index

group cjftnflimed

sources of sales force 861­2 aspiration a I 2J5

product 612

technology see computers consumer buyer behaviour 235­6

self 243

see also learning interviewing 329, 331

imitator 533

implausible positioning 460

initiator 2.16

mem hers hip 235

implementation, marketing 119­22

innovation 60.3

continuous 526 .see also team

reference 235

plan 115,116, 83,1

culture of 608­9 growth

research plan .135

innovative marketing 62 direct anil online marketing 951­3

sales promotion 830

innovators and adoption 261­2 limited domestic 188

impulse goods 563

principle of 71 non­profit marketing 24­6

incentives 828­9, 861: see also sales

services 652, 656 online marketing 965­6

promotion

see ulso new product sales promotion 819­20

income

inseparability, service 649 ­share matrix 97, 98­9

consumer marker segmentation 386. .iW,

inside s'fe internal stage in product life cycle 627, 6,10, 634

installations 566 strategies, developing 102

distribution 158­9, 194

institutional markets 149, 296, 401­2; see guerrilla attack 532

statement 93

in­depth interviewing 331

a/so govern men 1

insurance 46­7, 52, 438, 440, 657, 664, 721 habitual buying behaviour 251, 252, 253

indirect exporting 20J^

intangibility, service 647, 648 headquarters organization 215­16

indirect marketing channels S97­8

integration/integrated 413 health and medical supplies 161, 440, 590, 850

indirect survey research 327

direct and online marketing 976, 977 competitive advantage 51T, 513, 536

individual

logistics management 933, 933­6 contact lenses 511. 513, 689, 735

consumers, impact of marketing on 43­52

marketing 780, 781 pricing 689, 7.S5

deceptive practices 44­7

intelligence, system, competitive 515 segmentation and targeting 398­9, 415­16

disdavantaged, poor service to 52

intensive distribution 920 see also Pharmaceuticals

high prices 4.1­4

intentions of buyers 258, 345­6 heavy industry 58, 487, 911

high­pressure selling 47­8

interactive communication media 815 mining 194, 342, 344, 413

planned obsolescence 57, 52

interactive marketing 654 see also chemical; construction; machinery

shoddy and unsafe products 48­51

interdependence', buyer/seller 279 and tools; oil; steel

influences on business huyer behaviour

interest in adoption process 260 hierarchy of consumer responses 760­2

interest groups 168 hijih­pressnre selling 48

irinovativeness differences 261­2

inler­markct segmentation 404 holidays, (ravel agents and hotels 61, 205,

interviewing 329

intermediaries channel 896, 909, <*!0, 920­1 " 51S, 904

marketing 383, .184

nnaneiaU47, 148 changing world 28, 36­8

needs 10

product decisions 566­88

internal

customer relations hips 475, 478, 490

labelling 585

audit 93

Information and research 314­15

data sources 324­5 positioning 442, 446­8, 449, 454, 460

packaging 583­5

factors affecting pricing decisions 682­50 pricing 703, 726, 727, 729

product attributes 566­70

idea generation 609 product 562, 616. 631, 632

see also brand

inside sales force S5(, S52 segmentation and targeting 381, 382, 388,

industry/industrial .110, 508

marketing services 654 390, 393^}, 400

attractiveness 98­9

publics 150­1 services 650­1, 656, 664

economies 195

records information ,7J,S' strategic marketing planning 93, 108

international see global see alsa leisure

lours for teenagers 36—8

goods 776

International Code of Marketing and Social homes ami housing 1 goods and sen­ices 61­2,

market 14­15

Research Practice 332 234, 387, 445, 528

products 565, 566, 021­2

Internet 5,26, 27­8, 384, 78(1, 816, 860, 952 customer relationships 407­71

structure 1.94

data collection 328, 330­1, 332 direct and online marketing 955, 958, 963

see o/so manufacturers

direct and online marketing 949. 964, 969, environment, marketing 160, 161

inelastic demand 278, 692

970­2, 974­5 home party selling 234, 955, 958

inflation, cost 735

etiquette 978­9, 980 pricing 691, 727

influences

usage 965­6 product 615­16

on business huyer behaviour 286­92, 296­7

pricing strategies 738­9 segmentation and targeting 388­9, 393

influencers 236, 237,285

personal 262

see nlso Web

chopping 615­16, 963

interpersonal see under personal utilities 662­3, 691, 727

ini'oinercials 962­3

interviewing and questionnaires 328­34, 408, see a/so appliances; construction; furniture

information

analysis in forecasting 349

horizontal marketing system 905, 907

introduction stage in product life cycle 627, hotels see holidays

consumer, principle of 72

629, 634 housing see homes and housing

databases 953, 954. 956­7, 9WO

distribution channels 896, 934

invention f>03

hybrid marketing channels 906, 907

product 212,213 hypermarkets 914

informative advertising 794, 795

knowledge 200, 760, 761

inventory and management of 481, 929, 934

issues in marketing plan 112, 113 idea

defining market 338­40

Japan

generation 607, 609­11

advertising arid promotion 792, 793, 794, product 512

distributing 351­3

804, 805­0, 812 as product 11

international studies 354­5

business buyer behaviour and markets 274. screening 607. 611, 612

marketing information system 317

279, 284, 289­91, 298­9 ideal self­concept 243

measurement of current market demand

changing world LI, 19,21­2,28,29,30, image

see aisu developing information,

brand256, 657

communieariori strategy 760­1, 772. 778. differentiation 441­3

forecasting

search 253­4, 254, 255

Subject index • 1019

competitive advantage 307, 5] 2, 54,1­5, 547

direct SI 6, 957­60 strategies SIS, 521, 524­32 passim, 538

loss 728­9

fax and voice 959 consumer buyer behaviour 234, 242. 240,

market 109, 519, 520­9

order 518, 906, 912, 063, 977; 249­50, 264

market­share 683

see also catalogue language 248

opinion 262, 769

questionnaires 328­9, 331, 332 citatomer relationships 476­8, 486, 487,

product 517­18

see atsa couriers; e­mail 493­5

learning

mainstreams 395 direct and online marketing 962, '165, 968,

consumer buyer behaviour 248, 249

maintenance services 568, 729 972

curve 689

see alsii information

management

distribution channels 905, 90S, 912,

account 852­3 915­17, 922, 936, 938­9

leasing 281­2

brand 116­17 environment, marketing 148, 151. 15.1­4,

legal matiers see regulation

legitimization of products 2.^5

category 117

contracting 205 global marketplace 184­5, 224, 225

leisure and entertainment 29, 161, 350­1,

demand 16—17 market entry, establishing 205, 2118

distribution 922­5 market opportunify 1S7, 188. 190,

see also holidays; sport

environmental 173 192­3, 197, 198, 200, 201

licensing 204, 205

inventory 481, 929, 934 marketing plan 209, 212­15 passim

brands 577, 580

logistics see under physical distribution information and research 313, 314­15, 322,

lie detector 334

marketing 16, 17­24 332, 343, 346, 350, 353

life cycle

consumer market segmentation 386, 388­9

proactive 607

positioning 433, 436­7, 440, 443, 452,

product development 625­6 456­7

family 2,17, 386

quality see TQM pricing 6S3. 6S7. 689, 693, 697, 709­10

stage and consumer buyer behaviour 238­9

resource 164­5 strategies 735­6, 740

see also under product

consumer buyer behaviour 240, 241­3,

strength 413

branding 570­1. 573, 581­3

sec also decisions d life uycle

product development an

manners 290­1, 978­9, 980 strategies 604­5, 609­11, 615, 624, 631,

segmentation 386, 387, 394­5, 405,

manufactured products 565­6 638

lifetime value, customer 17, 483, 490, 573

manufacturers

sales force and personal selling 865, 867­9,

limited­service retailers 912

agents 919

brand (national brand) 577, 57M­9 segmentation 3S1, 404, 417

limited­service wholesalers 911

see tzfeo industry consumer market 384, 387, 3S9, 396, 397

line brand extensions 580, 581 see also under

mark­up/mark­down 44, 699, 700 services 653

prodnot

market 8,14, 15, 338 .social responsibility iind ethics 48, 52, 58,

lobbying 830

broadening 528 64, 69

local marketing 383

­build­up method 342, 344 strategic marketing planning 83, 93, 95,

local personnel 201

local publics 150­1

business 149

­centred company 539 passim

location pricing 727

challenger 109, 51 <J JIT (Jusl­in­time) 289, 525, 929

logistics see under physical distribution

­challenger strategies ?29­32 joint ownership 205

logos 831, 832

consumer 229 joint ventures 201, 204, 205­7, 633

long­range planning 85

coverage strategy 417 judgement .sample 333

long­run customer relationships 279

customers/consumers 148­9 ju.st­iri­time 289, 525, 929

long­run objectives 413

long­term contracts 288

defining 338­40

description 111 kaizen 494

Loss leaders 728­9

diversification 188, 528 knowledge see under information

lost customers 477, 482­3

lottery S25ticket vendors 401

­factor index method 344

­focused companies 22 laboratory tests 808

lower economic strata 159

follower 109, 519, 532­4 labourer personnel' sales force

loyalty

government 149, 296, 297­300 laggards and adoption 261­2

brand 424­5, 433, 571, 572, 774­5, S20,

growth rate in BOG matrix 97­8 language

institutional see institutional advertising $02­3

customer 483, 524, 573, 654, 659

international .cee global 12 at ion problems 202, 403

status 386, 400

leader 109,519, 520­9 skills needed 201. 202

management organization 118 wording of questions 333

machinery and tools 172, 322, 414, 850­1

minimum 340 lapsed users 425

competitive advantage 519, 534­5

nichcrJ09,S J (y,534­8 late majority and adoption 261­2

distribution channels 909­10

­oriented mission statement 88 Latin America 477, 876, 914­15, 963

global marketplace 194, 208, 211­13. 217

­penetration pricing 72?, 722 consumer buyer behaviour 234, 264

strategic marketing planning 104­5

maeroenv iron men t106, 114,146, 151­73

pioneer 629

positioning see positioning global marketplace 185, 1S6, 194,195, 197,

environment, marketing 153, 154, 173

information and research 354­5

segment see under segmentation NAFTA (Mexico in) 153,197, 403

cultural .169,170­3

share 97­8, 344, 413, 796 segmentation and targeting 403, 404

political 16 7, 168­9

expanding 522­4 social responsibility and ethics 58

natural }{i2, 163­5

political 167, 168­9

gain 683

leadership 683 lead time 830

strategic marketing planning 83, 96,100

gee also technology

magazines 27, 54, 389, 445

pricing 735

leader/leadership

­skimming pricing 720 category 117

advertising 800, 804­7, 815, 827

SWOT analysis 94 cost 88, 517

communication strategy 777, 780

targeting see targeting donors 401

global marketplace 213, 214

segmentation and targeting 426­30 pussim

see also marketing; research under

1020 Subject Index

marketing

customer satisfaction 477

in changing world 4­38

mechanical observation and instruments

NAFTA (North American Free Trade

see also challenges into next century;

natural environment 153,162, 163­5, 656. manage merit, marketing

media 405, 7S8­9, 769

advertising 794, S03­8, 815­17

cnvironmentalism 57, 58­60 communication see strategy under

channels see distribution channels

choice of 768­70

firms dealing with 164 communication

costs see under cost

people's views of 172­3 concent rated 41(>, 417

fragmentation 780

fife also recycling: resources concept 19,20­2, 42

list of available 80?

needs 8,10, 60S societal 22, 23­4

place­based 816

aroused see motivation defined 9, JO, 15­16

public relations 833

biologieal 245 differentiated 416

publics 150­1

description and buy­ing process 292 environ men I see environment;

quality 817

distil bin ion channels 907­8 ma e roenv i ro n men t;

segmentation and targeting 426­3(1 jiussim

esteem 246, 247 mi e ro en vironme n t

selection 794, 803­8

homogeneous 210 function audit 115

vehicles 804

information 324 global see globalization

set' a/so m particular magazines;

newspapers; television

markets IS

impact nee social responsibility

physical/physiological 10, 246, 247 individual 38.1, 384

medical services see health

principle of meeting basic 70­1 information .system (MIS) 317

membership groups 23$

psycho logical 245 integrated 780, 781

membership warehouse 918

recognition 253, 254 intelligence318, 319­20

Mercosur 197

safety 246, 247 local 383

message 758­9

satisfied 471­2 management sot management

advertising 794, 798­803

self­actualization 246, 247 mass 380, 053, ''54

design 762­8

social 246, 247 mix 105,109, 110­11, 113, 187

public relations 833

negotiation channel function iS'J7 lor international market,­. 209­15

1 microcnvironment 146, 147­51

net profit 695, 696 standardized 20?, 210­12

. micromarketing 381, 382­3, 383

network marketing 41, 485. 486­7 strategy and pricing 684­5

Middle East 131, 264, 354, 403

buyer behaviour 291, 297, 298

new brands 583

new customers 17. 259 niche set niche marketing

se£ ofeo place; pricing; product; promotion

global marketplace 187, 194, 196, 198

new marketing landscape 31­2 plaee See plaec

middle income groups 159

new product 260 planning 444

middle of tile road firms 51N­19

business analysis 607, 614 see also under strategic

middleman brand see private brand

consumer buyer behaviour 260­3 price see pricing

military affairs and goods 165, 341­2

development 604 process see under process

minimum market 340

commercialization 607, 622, 623 product set' product

mining 194. 342, 344, 413

failure 605­7 promotion see promotion

MLS (marketing information system) 317

ideas 607­12 regulation see regulation

mission statement §#

industrial 621­3 relationships see relationship

". mix

and innovation 603­7 research 200, 320

benefits 377

organization 625­6 plan 321­34

product 525­6, 59], 592, 722­i

planning 606 process 320­33

service 5H7­W

process 606­26 see also research under inform a lion

see also under marketings promotion

speeding­up 623, 624­S segment 380, 381

modified rebuy 2&3

strategy 607, 613­14 see ftlsn segmentation

monetary regulation 197­8

success 605­7 services agencies 147.147

monopolistic competition 690. 691

testing 607, 613,616­22 setting 141

monopoly, pure 69?

global marketplace 212, 213 see also business buyer behaviour;

moral appeals 763

life cycle strategies 626­34 consumer buyer behaviour;

seeattio social responsibility

pricing strategies 719­23 cu a to mers/co n s u m ers; globalization;

motivation 245

sea nlso innovation marketing under environment;

busiitess buyer behaviour 274

new task 283, 284 research under information

channel members 923

new users 521­2 society see social responsibility;

consumer btiyer behaviour 243­6

Freud's theory of 245­6

news and public relations 832

social/society

Maslows theory of 246, 347

newsgroups 974

strategy see core strategy; strategic

newspapers 445, 523, 623 target 379,414

mission 8')

advertising 799, 805­7, 815 un differentia ted 415, 416

research 244­5

pricing 678­81 Web site <J 71

Sales force 860­1

public relations 830 mass customization 384, 825

1 motorcycles 192. 249­50, 396, 433, 473, 495.

segmentation and targeting 426­30 passim mass marketing 3SO, 953, 954

iiiehe marketing 381 matching channel function 897

mullibrands5S2, 583

market nicher J09, 5J9, 534­8 materialism, excessive 53­4

multichannel distribution 906­7

noise in communication 759 materials and parts 565

multidimensional scaling 450­1

non­diirablu product Sb2 matrix approaches set' current business

multiple niehing 538

no n­expand able market 340­2 portfolio

multistage segmentation 408

1 maturity stage in product life cycle 627, 630, non­personal communication channels 757, 769 music 263, 459, 476, 794, 973 non­price positions 685

multivariate segmentation 404­8

n on­probability sampling 3,12­3 meaningful advertising 799­800

changing world 29, 31­2

non­profit marketing and organisations 7­8, m insurability 409

communication strategy 767, 768

direct and online marketing (eyberstorcs)

measurement

non­retail shopping see direct marketing current market demand ;!40^

information and research 341, 350­­1

non­tariff trade barriers 191 non­tariff trade barriers 191

non­users 425

advertising and promotion 795, 799, 801­2,

public relations 832­3

joint 205

of services lacking 651, 653 business buyer behaviour and markets 242,

805­15 passim, 818, 823, 826

sales force 848­9

sales promotion 821­2

packaging 58.1, 731 changing world 4­7, 11­1,1, 18. 20­1. 23,

strategic 90­1, 529­311

­anti­task method of promotion 772

concept 585

individual product decisions 583­5 communication strategy 75<S, 768. 770,

27­30 passim

observational research 326, 327

international 593 773­4, 777­8, 782, 787­9

obsolescence, planned 57, 52

'Lookalike' 578­9 competitive advantage 503­5, 507. 515­38

1 consumer buyer behaviour 231, 236, toys ,186­7 paper industry 687­8, 732­3 241­2, 245, 349­50. 268­71

passftn

office products and stationer;' 87, 165, 318.

part­time workers 651 customer relation ships 4(17­71, 477, 481­7

communication strategy 812­13

partnerships 484­5, 923, 933­6 p«s«m, 490, 492­S, 498­501

customer relationships 483, 495

; party plans 234, 955, 958 direct and online marketing 952­6, 958,

pricing 685, 71)3, 730

patronage rewards 82,1 961, 963­8, 970­5. 9S9­97

prodnet 569­70

• pay, sales force 848. 853, 854 distribution channels 901­2, 904, 905, 924

office­parly selling 234

penetrated market 339, 340 design decisions 908­9, 912, 914­18

oil 58, 64, 162, 413­14, 487, 724, 835­6, 904

" penetration strategy 629 pt­tssim

global marketplace 194, 198

percentage of sales method of promotion 771 trends 935­6, 938­9

environment, marketing 151, 152­3, 154­9

consumer buyer behaviour 246, 247, 248 passim, 164,166­8, 170, 172

reserves 351

performance 258­9 global marketplace 181, 184, 185, 186,

oligopolistic competition 691

one­to­one market ing 953

risk 258

services 658­9 market entry, establishing 202, 205, 208

222­d

,vte also direct marketing

perceptual mapping 446, 447­8, 450­1 market opportunity 187, 188, 190,

online marketing and electronic commerce

. performance

differentiation on 439 NAFTA 153, 197.403

192­3, 195, 197­201 passim

advertising 972, 973

evaluation, purchasing 289 strategic plan 210­15 passim

benefits 969­70

perceived 258­9 Information and research .116, 343.

e­money 738­9

review 294

developing 319, 322, 323, 332

sales force 862 forecasting 344, 346, 350, 351

prieing 730, 736 differentiation 434, 435, 437, 440, 442­3

newsgroups 974

product 558­60 perceptual mapping 446, 450­1

promise and challenge!! 975­6

peris [lability, service 65(7, 651 strategies 452­62 passim

puhlic policy and ethical issues 977­80

see also e­mail: Internet; Web

personal

pricing 683, 685, 691, 698, 701,710­11,

communication channels 768, 769 714

open­end questions 33.3, 336­7

factors and consumer buyer behaviour strategies 729­30, 733­5, 738, 740

operating control 118

operating statement 9.3

product 568­9, 584­92 passim, 598­600

influence 262; see «(so interpersonal branding 570­83 passim

operational team and global marketplace

influences development 604­5, 608­9, 610­11,

interpersonal influences on buyer 616­17,619,622­4,641

opinion leaders 262, 769

behaviour 287, 2H9, 290­1 promotion sec advertising obooe

opportunity

interviewing 328, 329­30, 331 sales force and personal selling 843­5,

complaint as 662­3

see also personal selling; self 867­9, 870, 875­6, 885

international market 187­201

personal selling 846­8, 864­72 segmentation and targeting 376­8. 381­4,

decisions about going abroad 187­9

communication strategy 756, 773, 775, 386,403,404­5,413

understanding global environment

consumer market 387, 3S8, 389, 394­5,

process§64, 865­9 399­400

in SWOT analysis 94­5

relationship marketing 869, 871, 872 services 650­2, 657­61, 664. 673­5

optional­product prieing 72.3

sec ufcn sales force social responsibility and ethics 39­42, 56,

order

personal sources of information 255 58, 76­9

chance 188

­to­payment process 481

personality

business actions hi, 64­5, 67, 69

processing 927

brand 572

consumer buyer behaviour 24.1 strategic marketing planning 81­4,

criticisms of marketing 45. 48, 53, 55

­routine specification 29,1. 294

famous see celebrities 107­8, 120­1, 126­9, 210­11,

organization

sales forec 858­9 213­14,215

business buyer behaviour 287­9

segmentation 386, 396 plan 89­90, 92­3, 95, 96, 100­1

distribution channels 900­7

geographical 116, 216

­ personnel 15, 441

see also sales force objection;,, handling 8f>6, 868

global 217

1 persuasive advertising 794, 795 objectives

marketing 1 14, 116­18

; petrol see und<:r oil advertising 793, 794, 795­6. 814

people's views of 171

pricing 690

: pets 320, 962

channel design 908­9

food 94, 96, 227­8, 399, 520, 622, 956 communication 760­2

as product 11

KOO manure 724 eompctitors' 508­9

sales force 860­1

pets (in relationship marketing) 489 global marketplace 201­3

structure 121

Pharmaceuticals 23,167, 192, 344, 435 long­run 413

origin positions 453

advertising and promotion 799, 811, 831 in marketing plan 112, 113

outdoor advertising 806­7, 815

communication strategy 765, 769, 782 marketing research 320­1

outside siie external

over­charging strategy 720

competitive advantage 516, 517, 520, 530,

1022 • Subject Index

value 725, 729. 7.W­l­based 691­2, 702, product 597­60. 604

distribution channels 900, 901, 9,54, 938­9

segmentation and targeting388, 407

defence of 526­9

zone 732

social responsibility and olhies 42, 56, 64

delivery 461­2

. primary

data 324, 326,328 photographic goods 28, 322, 397. 493, 804,

philosophies 17­24, 103

first 444­5

market 105, IDS. 379, 443­6

demand 341

perceptual mapping 440, 44T­8, 450­1

groups 235

packaging 232 consumer buyer behaviour and example

competitive advantage 507, 521

product 107, 108, 443

principles for public policy 68, 70­2 photographic goods continued

customer 230, 235­9, 2­53­50 passim,

privacy, invasion of 976, 979­80 254­9 passim. 262

unoccupied 445

. private brand 201, 577, 57S­9,1,11, 621 global marketplace 192, 193, 210, 215

see atso differentiation

proactive management 607 pricing 696­7, 722­1. 740

postal services see mail

proactive relationships 4N4­5 product and brant! 561, 570, 573

: post­purrfiase behaviour 253­4, 258. 259­60

probability purchase 346 strategic marketing planning 89, 109

post­sale activity 483

'. probability sampling 332­3 physical distribution

post­testing advertising 808

problem rei'ognilion 292 firms 147

potential market 339, 340

preapproach 865, 867

piocess 6S6

and logistics management 925, 926­32

business buyer behaviour 284­6 functions 927­30

; pre­emptive defence 527, 528

buying, business 274, 292­4 goals 926­7

; preferences 210, 572, 760­1,809

c em m finical ion 758­9 international 932

1 prejudice 825

core business 480­1 physical em innuuent sec­ natural

premiums 719, 721, 822, 823

marketing 86, 105. 106­16 environment

presentation H66, 868

strategy 106, 107­8 physical/physiological needs 10. 246, 247

press .see newspapers

; pretesting 808, 829­30

producer

co­operatives 911­12 pioneer market 629

PIC (product innovation charter) 607

• pricing 1)77­750, 681

freedom, principle of 68 place 11,105,110, 111, 891

based­point 732

: product 8,11. 1S, 557, 558­600, 56J ­based media 816

break­even and target profit 701, 702

by­product 723, 724

actual 561

see also dircet marketing; distribution

adaptation 312 ehaimels

captive­product 723, 723, 724

attributes 255­6, 448, 566­70; see also plan/planning

competition 696­7, 704­6, 736­7

design; quality marketing 444

considerations and approaches 678­715

augmented 561, 562 marketing research 321­34

cost 684, 685­90, 699­702­based 699­702.

benefits 255, 448. 561­2 new produet 606

branding .^ec brand ollsolescenee5J, 52

­plus 699, 700

­bundle pricing 723, 724 see a/so marketing planning and plan

customer reactions to 43­4, 691­2, 725,

by­product 723, 724 under strategic

characteristics 263, 909 PLC see life cycle under product

classification 562­6 point­of­purchase promotions #23

pleasing products 6.1, 64

demand and 690­6

concept 18,512 point­of­sale 816, 926

discount set discount

consumer 563. 564­5 scanners 327, 334, 344, 619

elasticity 694

convenience 563, 920 pokey 167

external factors affecting decisions 690­7

FOti­origin 732

core 561

global marketplace 201­3

decisions see under individual matrix, directional 98­9

freight­absorption 7,1,7

deficient 64, 65 principles for 70­3

geographical 725, 731, 733, 733

desirable 63, 64 quality management 491

going­rale 704, 705

development 480, 601^11, 615 regulation 58. 59, 60

increases 735

see also new product see olio government; regulation

internal factors affecting decisions 682­90

differentiation 439, 796 political/politics

market­penetration 721, 722

market­share 735

durable 562

corruption 298­9

evaluation see under tests environment 153,167,168­')

market­skimming 720

extension, straight 2.12 ­legal environ merit ]'J5­8

new product 719­22

­form pricing 727 marketing plan 112

objectives 682­4

goods, major see ears; clothes, computers; power, excessive 54­5

optional­product 723

cosmetics anil bathroom; detergents segmentation 404

price packs 822

and cleaning; drinks; electronic and stability 195­6

product line 722, 723

electrical; food; furniture; heavy SWOT analysis 94

product­bundle 723, 724

industry; machinery and tools; petrol; see rtiso government

profit 683, 695­n, 701­2, 705. 706

pha rm a cent i eals; photograph ic: pollution 163­4

promotional 725, 726, 72$. 729

tobacco; toys; training shoes; watches cultural 54

psychological 725, 727, 728, 729

and jewellery 'polluter pays' principle 232­3

reference 728

sealed­bid 705, 706

idea 572

COP (point­o(­purchase) promotions N2J

segmented 725, 727

image 6J2

population sec demography

industrial 565, 566, 621­2 portfolio

services 652­3, 655­6

innovation charter fi07 analysis 9fi

special­event 729

international 593 brand 572

strategic marketing planning 105,110, 111,

invention 212,213 business 96 97­102, sec also current

leadership 517­18 tests 808

business portfolio

adjustment 725­34

legitimization 255 positioning/position 380, 431­66, 799

changes 734­40

levels and demand 335 com mum cation 461­2

new product 719­22

life cycle 417, 627, 628 competitive 434, 443, 451, 454. 455­61.

product mix 722­4

uniform delivered 732

ami advertising/promotion 779, 796 ami advertising/promotion 779, 796

strategies 626­34

pricing 725, 727, 728, 729

readiness state 386. 400, 401 line 5SS, 589­91

public

realistic mission 88 filling 591

affairs and services 830, 832

rebates 729, 822 modernization 591

interest groups 168

1 rebuy, straight and modified 2S3 pricing 722, 723

marketing plan 112

receiver of communication 758­9 stretching5SS, 590­1

in rnicroenvlronment 149, 150­1

reciprocity of business markets 281 management 116­17, 625­6

policy nee policy

sector .see government

recognition

mix 525­6, 591, 592, 722­4

needs 253, 254 new set' new product

sources of information 255

problem, business buying process 292 non­durable 562

see also customers/consumers; public

recovery sen­ices 659, 662­3 pleasing 63, 64

relations

recreation see leisure position 107, 108, 443

public relations 756, 776, 830, 831­6

recruitment of sales force 848, 853­5 price .see pricing

implementing plan 833

messages and vehicles 833

recycling 59

review and marketing plan 112

reference groups 234. 235 sales force structure 850

objectives 832­3

reference prices 72* salutary 63, 64

sponsorship 834­5

tests and evaluation 833, 835­6

reformers 395

regional free­trade zones and groups 191—1, shoddy and unsafe 48­51

services, support 585­6, 587, 588

tools 832

publicity AW

shopping 563, 564

pull strategy 777, 778­9

see aJ.so in partwxjlar Europe strategic marketing planning JOS, 110. Ill

specification and business buying process 2 U 2 purchase/purchasing

regulation/legislation 112, 404, 585, 665, 782 strategies 212­13

agents 919

advertising 814, 817­18 .substitute 413

approaches and segmentation 401

business 167­8 uniformity 814

centralized 288

direct and online marketing 958, 97H­9, 980 unique 413, 605

communication and 761­2

distribution channels 909 unsought 18,563,564

decision 253­4,258

marketing 55, 56, 58, 59, 60 variability 417

direct 279­81

monetary 197­8 variety 926

intention 258

sales promotion 823, 824 world groups 216

performance evaluation 289

technology increased 167 see also packaging; services

point­of­purchase promotions 823

reinforcement 248­9 production concept 17, 18

probability 346

advertising 795 productivity 115, 525­6, 661

repeat 259, 809

rejection, brand 809 professional purchasing effort 279

upgraded 287­8

relationship 8,14, 17,403 profiling 4 a'J

see also buyer

marketing 483, 484­8, 489, 655, 869, S71, p rofi t/prof ita bility

pure competition 690

pure monopoly 6VI

network marketing 485, 486­7 demand management 17

customer retention 489­91

push incentives 826

using 488­9 gross 695­6

push programming 975

.see also under customers/consumers and Ions statement 93

push strategy 777, 778­9

relative advantage of innovation 263 marketing strategy 437. 492

relative market share in BGCJ matrix 97­8 net 695,696

qualified available market 339, 340

relative quality rate of return 492 pricing 683, 695­6, 701, 702, 705, 706

qualitative evaluation of sales force 863

religion 173, 386 services 654

qualitative research 326, 408

reminder, advertising 795 programmed buyers 402­3

quality 8, 11­12,49]

repair services 440, 568 promotion/promotional 105,110, 111, 753

media 817

repeat customers/purchase 259, 809 allowance 726

pricing 740

repositioning 445­6. 573, 583 business 826—7

product 566, 567, SCiS­9

services 654, 655, 657­60, 935

repurchase 820

channel function 897

reputation, valued 413 consumer 819, 821, 822­6

strategic 491, 567

see also TQM

research

motivation 244­5 mix 756, 772­9

eosts 756, 770­2

quantitative research 326, 408

segmentation 408­9 pricing 725, 726, 72S, 729

quantity discount 725

see also under information and marketing sales force 819, 820,821

quantity premium 726

resellers 147, 149, 697 strategic marketing plan and global

question marks (in matrix) 97, 98

resources and raw materials 565 marketplace 213­14

questionnaires see interviewing

allocation and global marketplace 208­9 trade 819,821, 826

quick­response system 934

company 417 see also advertising; personal selling; public

quota 190, 333

exporting economies 194 relations; sales force; sales promotion;

sales 861

government intervention in management strategy under communication, tools

race, segmentation by 386

product 11, 565 proposal solicitation and business buying

of promotion

rack jobbers 911

quality management 491 process 292

radio 807, 816, 966

shortages 162 prospecting#64, 865

random sampling 333

sec also natural environment provider­customer interaction 649

range branding strategy 582

rational appeals 76S

response 248­9

psych ographics 240

­based distribution 934 direct and online marketing 9d9, 975­6

rational motives 274

to communication 758—9 segmentation anc! targeting 386, 393,

raw materials see resources

mechanism 829 394­6, 398, 405

razors 389, 453, 530, 723, 803, 855, 905

responsibility see social responsibility psych ok igical

consumer buyer behaviour 264, 268­71

restaurants and fast­food outlets 231, 388, factors and consumer buyer behaviour

global marketplace 185, 193, 211, 212

information and research 322, 323

advertising and promotion 799, 809, 811, needs 245

product 569,622

reach, advertising ^03, 804

1024 • Subject Index

headquarters organization 215­16 competitive advantage 518, 520, 525

changing wnrid 13, 19, 2(>­l

purposes 820­1

high­pressure 47­8 distribution channels 904, 909, 921

reasons for growth 819­20

interdependent with buyers 279 environment, marketing 170­1

global marketplace 181­4, 193, 209

propositions 457. 4S8 information and research 343

salient attributes 256

see also personal selling; sales market niche 536

salutary products 64, 65

samples/sampling in research 332, 333, 822,

: sender 758­9

sense­of­mission marketing 62 pricing 726, 729, 734

positioning434­5, 440, 441, 442, 459­60

sequential product development 633 services 650, 656, 657, 660, 661

satisfaction, customer 8, II. 471­82, 562,

• served market (target market) 339, 340. S24 strategic marketing planning 90, 109

; services JJ, 56J, 562, 643­75, 646 retailing 321, 476, 512, 77S, 922, 960

communication strategy and 770

defined 475­9, 491

business 568

characteristic* 647­53 cash­and­carry 914, 915

accordion 'J.37

delivering 480­2

customers 481, 588 distribution channels 903, 90S, 908,

needs satisfied 471­2

differentiation 439­41, 655­7 912­19,934

surveys and measurement 476­7

distri but ion channels 898­9 giants 916­18

total 478

full and limited 910­12 trends 936­7, 939

tracking 476­7, 47H

innovation 652, 656 position ing 439­40

see afeo customer under value

international 661­5 segmentation and targeting 38.1, 390

satisfaction, employee 660

major .si?c airlines; couriers, credit cards; wheel of 9.17

RBU (strategic business unit) 97. 98­9, 101

department stores; finance; health; see also department stores; supermarkets

scanners 327, 334, 344, 619, 926

holidays; mail; restaurants; retaining: customers 17,482­91

screening, idea 607, 611, 612

supermarkets, theme parks cost of lost customers 482­3

seal industry 892­4

as product 566 need for 483

sc;iled­bid pricing 70S, 706

product support 585­6, 587, 588 profitability and 489­91

search

quality 654, 655, 657­60, 935 selective 248

information 253­1, 254, 255

recovery 659, 662­.") See (i/so marketing under relationship

supplier 2~>2

strategies 654­61 return

seasonality/seasonal 347, 350, 807­8

discount 726

types 646­7

on capital employed 698

get: alsii product on investment 437

secondary

shoddy products 48­51 relative quality rate of 492

beliefs and values 169­73

shoes 160, 195; see afeo training shoe.f on sales 695­6

data 324, 354

shopping product 563, 564; fee ufco retailing review, performance 294

groups 235

shortages of raw materials 162 rewards, patronage R23

packaging 232

similarities­based multidimensional scaling risks

simple multivariate segmentation 404—5 international marketing 186­9

distribution channels 897

business market 403­3

simulated test markets 619­21 new product development 604

cultural 404

simultaneous product development 624­5, perceived 258

development 40S­9

effective, requirements for 409­11

single­souree data nystems 327 ROI (return oil investment) 437

ROOE (return on capital employed) (>9S

evaluation 412­14

skimming market 629 roles 237, 238

international market 403—I

levels of 379­84

slotting fees 577

Russia see Eastern and Central Europe

marketing segment 380, 3H1

smoking see tobacco

social responsibility and ethics 39­80 safety 48­51. 246, 247, 824

multtvariate 404­8

airline frequent flyer points 70 sales

pricing 725, 727

baby milk in Third World 77­80 distribution channels 757

research 408­9

eo mmi mica I ion strategy 7S1­2 estimating 344

strategy 414­17

criticisms of marketing 43­54 forecast 345

see also targeting ami under

impact of marketing on society as whole managers, brand 117

custo me rs/con s u m ers

see also consumers under individual return on 695­6

channel members 923

direct a nil online marketing 976 see also sales force; sales promotion; sellers

sales force 848, 853­5

history of ethics 66­7 sales force 848. 849­63, 910

segments 414

more needed 31 compensation 848, 853, 854

supplier 292, 293

political environment 168­9 evaluating 848, So 1­3

selective

universal ethics, search for 69 future demand 346

attention 247

se£ a/so actions under business; criticisms objectives S48­9

demand ,T41

under social/society promotion 819, 820, 821

distortion 24 7, 248

distribution Q20, 921

social/society

size 851

benefits of customer relationships 485 strategy 848, 849

communication 769 supervision 848, 85lj­61

­actualization needs 246, 247

consumer buyer behaviour 233, 234­5 training 848, 855­6

­concept (self­image) 24,1

segmentation 3S6, 393­4, 407 sea also personal selling

­liquidating premium 823

concerns and pricing 697 sales promotion 818, 839­30

­marketing 384

factors in consumer buyer behaviour 233­8 communication strategy 756, 775, 776

protection 56

forces and marketing plan 112 costs 825, 829

­service retailers 9J2

goods, lack of 55 developing programme 827­9

vie\v of Ifi9

impact of marketing on 52­5, see also evaluating results $30

see alsu personal

consumers under individual implementation 830

sellers/selling 488

needs 10, 246, 247 objectives 821­2

agents 919

other businesses, impact of marketing on pretesting 829­30

concept 18, 39

distribution 215­16

Subject Index • 1025

marketing plan 112 protection see regulation

people's views of 171­2

group 509, 510

market­challenger 529­32

search 292

societal marketing 26, 63, 64

selection 292, 293 concept 22, 23­4

market­follower 532­4

support services, product 585­6, 587, 5S8 sec also social responsibility

market­leader 520­9

survey research 327, 328 soft drinks 338, 963

market­nicher 109, 5J9, 534­8

marketing 106. 107­8

sweepstake 825

advertising arid promotion 792, 795, 801,

SWOT analysis fee under strengths and 802,803,811,818,823,834

audit 114

weaknesses changing world 13. 22. 29

new product 607, 61,3, 614

symbols 441, 831, 842 communication strategy 766, 773

statement 614

marketing planning Sl­139

systems

competitive advantage 525, 526, 533

buying and selling 284 distribution channels 904, 905

annual and long­range S5

for competitive advantage 109

marketing

audit 114­15 global marketplace 193, 202, 205, 209, 211,

environment, marketing 158, 160

marketing organization 116­18

horizontal 905, 907 212

marketing within 103­5

information J71 positioning 444, 447, 450­2, 454, 462

plan 85, 87­102, 111­16, 209­15

vertical 900. 901­5 product and brand 573, 577­9, 581, 584­5

process 86

quick­response 934 segmentation and targeting 387. 396­7,

product 105,110, 111

single­source data 327 399, 408

see also process, marketing

suggestion 476 strategic marketing planning 109, 126,

materials management 287

new product 606, 607, 613­14, 626­34,

71 c )­22

source, message 255, 765, 767­8

TA (transaction analysis) 244 Soviet Union, former see Eastern and Central

objectives 90­1, 529­30

large I/target ing ,3 79, 380, 412­17 Europe

plan «ee marketing planning above

advertising 813 special events 729, 832

pricing sec ifitflcr pricing

audience and communication strategy speciality

case study 420­9 product 56.1, 564

sales force 848, 849

segmentation 414­17

costing 68­1

evaluating market segments 412­14 specialization 535­8

store 912, 918

services 654­61

market (served market) 3.39. 340 specialized industry 435

statement, marketing 614

marketing,179. 414 specific buying situations 284

see also under core

profit pricing 701, 702 specific mission S8­9

strengths and weaknesses, assessing 95­6, 413

sales foree 85­6 speed

competitors' 510, 512­13

segment strategy 414­17 distribution channels ')32, 934

SWOT analysis 85, 94,95­6, 1 1 2

stretching, product 589­91

services 652

service 440­1

strategic marketing planning 105, 106, 107. technological change 165­6

strong competitors 511

structure

see also ­segmentation sponsorship 816, 832, 834­5

spending, changing patterns of 159­62

business buyer behaviour and markets

task environment 114 exercise equipment 338^10, 961

industry 194

tea 126­9.355,905 pricing 724, 726

brand/category 117­18 stability, political 195­6

sec alstt training slices

sales force 848, 850­1

cross­functional 933 stalemate industry 435, 438

surveys 327

operational 216­18 standardization

style 439, 569, 628, 800­2; see also design

product development 607 advertising 812­13

subculture 2.3 J, 233

subjective factors in business buyer behaviour

selling S52

marketing mis 209, 210­12

.see also group test markets 618

technical quality 655 staples 562

subsidiaries, international 216

subsistence economies 194

technology

environment 153,165, 166­7 static in communication 759

stars (in matrix) 97, 98

substantiality 409

'expert' forecasts about 348 stationery' sue office products

substitute products 413

feasibility and global marketplace 211 statistical demand analysis and forecasting

success

marketing plan 112 demand 350, 351

factor, critical 96

minor improvements 166­7 status 2,17, 238

new product 605­7

R&J) budgets 166 steel industry 99,101, 194,488, 519,565,

suceeedera 395

regulation increased 167 683,691,928

suggestion systems 476

speed of change 165­6 stimuli 248­9, 254

supermarkets and grocery stores 88, 137, 198,

390, 490, 577, 826, '313

strengths 413

see also computers; electronic and straight product extension 212

store brand set private brand

checkout ,sec point­ol'­sale

electrical goods straight rebuy 2S..1

competitive advantage 524. 533

teenagers, tours for 36­S strapline 720

distribution channels 923, 937­8

telecommunications and telephones 205, 476, str.itcgic/s era levies

information and research 344, 352­3

660, 803, 909 advertising nee under advertising

pricing 684, 720, 728­9

communication strategy 762, 782 alliances 201

product development 620­1

interviewing by 323, 328, 329, 330, 331­2 attack 530­2

segmentation and targeting 383, 390,

positioning 437, 448.460 audit 91­4

426—30 passim

pricing 697, 717­19, 722, 724, 727 brand 573, 580­3

see also food

product development and life cycle business unit 97, 98­9, 101

superstore 'JI3. 914

strategies 605, 631 business­planning grid 97, <J8, 99, 101,124

supervision of sales force 848, 856­61

selling by see telemarketing communication see under communication

suppliers/supply 147. 488, 566

see aisn communication; Internet; online competitive 506, 509­10, 515­38, 782

buyers 413

marketing control 118

chains 925­6

idea generation from 611

telemarketing 438, 852, 955, 96J, 962 telemarketing 438, 852, 955, 96J, 962

direct and online marketing 954, 955, 956, 816. 962­3

toys 154, 1S4, 388­9, 459, 508, 730

959­63, 968, 973, 977. 980, 985­7, changing world 25, 26, 29

advertising 802, 818

990­2 passim global marketplace 208, 214

changing world 27, 28­9, 31

distribution channels 904­6 pnssim, 923, home shopping 615­16, 963

distribution chaiincls 915

packaging 586­7

design decisions 908, 909, 912, 914­17, segmentation and targeting .189, 395, 396,

promotion 795, 798, 801­7, 816, 825, 827

services 673­5

strategic marketing planning 106­7, 109

trends 936­9 passim .social responsibility and ethics 53

TQM (total quality management) ]2,4<12.

environment, marketing 142­5, 148, see also advertising

154­6, 160­1, 170 television receivers and videos 460, 683,

[racking customer satisfaction 476­7, 478

global marketplace 155, 197, 209, 212, 214, 780

trade discount 726

215, 219, 223 buyer behaviour 260, 273

trade fairs 621, 816

market entry, establishing 202, 205, 208 television receivers and videos continued

trade, global see globalization

market opportunity 390, 193. 198, 199, changing world 28, 30

trade promotion 819, 821, 826

trade­in allowance 726

communication strategy 767, 768

information and research 331, 341­2, 364 information and research 326­7, 350

training 440, 848, 855­6

forecasting 348­53 passim product development and life cycle

training shoes 27, 53, 210, 381, 452­3, 530,

positioning 432, 445 strategies 615­16, 619

differentiation 438­10, 443 territorial sales force slructure 850

changing wotld 4­7

perceptual mapping 447­9 test­market method of forecasting demand

product and brand 570, 58H

transaction 8,1.3, 14, 17

pubs 441­2

strategies 452­9 passim tests and evaluation

analysis 244

pricing 67S­81, 697, 698, 709­15 adoption process 260

buyers 403

transactional marketing 486

setting 69­12, 683­4, 687­8, 694­5

advertising 794, 808­10

strategies 717­19, 720­1, 723, 730­1, alternatives 253­1,255, 256­^

trans aciional­based databases 954

738, 745­9 passim concept 607, 613

transport and vehicles 348, 417, 604. 926, 935

product 567, 586­7, 589­90, 593, 597­000 distribution channels 921, 924­5

advertising in 806­7, 835

branding 572­1, 576­9, 581­3 marketing 607, 616, 617­22

bicycles 384

product development 601­3, 604, 613, 616, performance 289

costs 161. 932

618,622,631,633,641 personnel 855

distribution channels 930­2

sales force and personal selling 857­9, product 253­4, 255, 256­8, 607, 613,

segmentation 381, 404, 406­7, 409 promotion 830

pipeline 931­2

consumer market 385­400 passim public relations £33, S35­6

purchasing performance 289

targe ting 413, 416 sales force 848, S61­3

water 745­50, 930, '131­2

segmentation and targeting sales promotion 830

see a&o airlines; ears, motorcycles

coffee creamer 420­30 textiles and linen 104, 440, 517, 522, 565; see

travel agents see holidays

services 651­3, 656­7, 660, 662­3, 668, ul.tfi clothes

trend 347

truck wholesalers­ 911

TGi User Surveys 426­30

social responsibility and ethics 41, 45, theme parks 16, 93, 205, 208, 446, 604,

two­part pricing 724

two­step flow of communication 769

business actions 61­3. 64, 66­7, 69 Third Agers' 156­7, 395

two­way product line stretching 590­1

Consumers' Association 49­51 threats SWOT analysis 94­5

life assurance industry 46­7 time­

underclass 159

strategic marketing planning 108, 128­9, and­duty analysis 857

underpositioning 458

understand ing global environment 198­201;

plan 87, 88, 93, 95, 96, 100­1, 209, 212, levels and demand 338

efficient use of 857, 859­60

see a/so regional free­trade zones

underutilized capacity 413

pricing 727

United Nations 325, 764 sales promotion 829

undifferentiaied marketing 415, 416

United States see North America ­series analysis and forecasting demand

uniform delivered pricing 732

universal ethics, search fnr 69 347, 350

uniformity, product 814

universals, cultural 211 spent by sales force 858

unique product 413. 605

universe, people's views of 173 timing advertising 807­8

unique selling proposition 457

unsafe products 48­51 see also speed

United Kingdom

unsought product 18, 563, 564 tobacco 160, 242­3, 462, 528, 573

advertising and promotion 791­5 passim,

uns[jTictured surveys 327 social responsibility and ethics 39­42, 54,

passim, 834­5. 839­42

upgraded purchasing 287­8

upper economic strata 159 tools (mechanical) see machinery

63 business buyer behaviour and markets

upward product line stretching 590 tools of promotion 758­9, 773­6, 822­7, 832;

273­6, 289, 291, 296­9 passim

use/usagecxpanding 521­2 see also advertising; marketing under

changing world 24, 25, 30

communication strategy 754­6, 762­3,

occasions 452

direct; personal selling; public

rate and segmentation 386, 399­400 relations; sales promotion

situation jjnd positioning 454 total added value 474

competitive advantage 504, 512, 513,

users 236.284 total costs 6SS

tolal customer cost and value 473. 474

positioning 452, 454 total customer satisfaction 12, 478

segmentation 386, 398­9 total market

eonsumer buyer behaviour 253, 263­4

USP (unique selling proposition) 457 demand 340­2

characteristics affecting 233. 240­1, 242,

utilities 662­3, 691, 727 expanding 521­2

utility function of attribute 256 total quality management see TQM

customer relationships

retaining 485­7

tourism see holidays

satisfaction 471­4, 476­7, 479. 481

validation of research 409

TQM 494­5

value

Subject Index • 1027

adding 526, 7.11

­seeking buying behaviour 251, 2, J ).l

Web 965

communities 974 ­based pricing 691­2, 702, 703^

analysis business buying process 293

store 912, 913

sites 970­2, 976 customer 8,11,17, 472­5

vehicles see cars; transport

webcasting 975 analysis 511, 514

vertical conflict 900

see also Internet assessment 474

vertical marketing system 900, '101­5

welfare, customer 22 chain 93, 480, 481

video .sea television receivers

'well­behaved' competitors 513­1S delivery 480­2, 481, 482, 907­8

violence 187

wheel of retailing 937 customer delivered 472

virtual economy 738­9

virtual reality test marketing 620­1

HTiicftP 49­51

customer lifetime 17, 483, 573

whole channel view of distribution 215­16 disciplines 517­18

visions, mission 89­90

wholesaling 910­12, 922 lifetime 17,48.1,490,573

VMS see vertical marketing system

cash­and­carry 911 marketing 62, 63

voice mail 959

volume, industry 435

club 918

for money 446­8 full­service 910, 911 pricing 691­2, 702, 703­^, 725, 729, 730­1

limited­service 911 service 654

wants 8,10, 22, 52­3

trends 938­9, 940 total added 474

warehouse club 918

word­of­mouth in Hue nee 768 total customer 473, 474

warehousing 927­9

workload approach N51 values and beliefs

warranties 729

world economy nee globalization brand 256, 571,657

waste management firms 164

world product groups 216 changes 169­73

watches and jewellery 18, 107, 158, 2.15, 532,

World Trade Organization see WTO consumer 1 buyer behaviour 249, 250

World Wide Web see Web cultural 169­73

global marketplace 192, 195, 210

written proposal 334 variability

positioning 444. 448, 452. 453

WTO (World Trade Organization, earlier costs 525, 685

pricing 721, 728

OATT) 191, 196,665 product 417

product 570, 631, 638­41

segmentation and targeting 390, 400

WWW nee Web

service 649, (.50

water, mineral 363­72, 44,1. 450­1, 453

variety

zone pricing 732 pro duet 926

weak competitors 511

weaknesses see strengths and weaknesses