Titlebook: Marketing: A Complete Guide; Malcolm McDonald,Martin Christopher,Margrit Bass Textbook 2003Latest edition The Editor(s) (if applicable) an

护身符

Marketing research market by providing information and insights to aid marketing decision-making. Marketing research both drives the market segmentation process and is influenced by it. While most managers never have to carry out market survey work themselves, they do need to know how the marketing research process functions in order to exploit its value fully.

cravat

Competitive analysisits response is judged by customers to be superior to that of its competitors. In other words, the development of marketing strategies must be based upon both customer satisfaction and competitive differentiation.

彩色的蜡笔

Marketing planningf marketing resources to achieve marketing objectives. Given the increasing turbulence and complexity of the market place, and the rapid pace and impact of technological change, the need for a disciplined, systematic approach to the market has never been greater. Nor, it must be said, has the possibility of having one been so real.

漫步

Communication strategyete in a progressively fiercer market place for a larger wallet share of an increasingly discerning and diverse customer base, they become ever more communication-dependent. The emergence of relationship marketing, customer relationship management, and various other marketing disciplines underline this point.

Torrid

Key account strategycal benefits and opportunities for profit enhancement for both seller and buyer if it is managed with integrity and imagination. Even in non-global firms, and small and medium-sized enterprises (SMEs), attention to the key, or most valuable, business relationships can have a multiplier effect in creating sustainable competitive advantage.

nettle

MORT

Malcolm McDonald,Martin Christopher,Margrit BassWritten by two of the biggest names in marketing today. Accessible and straightforward writing style using a minimum of references and gimmicky pedagogy. Concisely presented but offering a broad cover

Occupation

爱管闲事

Organizational buyer behaviourEarlier we referred to the purchase decision-making process as having three stages; awareness, trial, and repeat buying. It is perhaps more accurate to describe this process as being typical of most consumer purchases. For industrial purchases, the buying process can be more complex and involve more stages, as Table 2.1 shows.

脱水