Contents List of Figures List of Tables Preface and Acknowledgements
viii x xii
Section 1: (I) (I) (M) (M) (I)
Environmental Scanning Problem 1.1 Environmental scanning procedure Problem 1.2 Assessing the social environment Problem 1.3 Scanning and forecasting methods Problem 1.4 Data mining Problem 1.5 Elements of a global information system
1 2 10 14 18 25
Section 2: (I) (I) (M) (A)
Consumer Behaviour Problem 2.1 Emotions and consumer behaviour Problem 2.2 Consideration sets Problem 2.3 Attitudes and behaviour Problem 2.4 Brand loyalty
35 36 40 42 48
Section 3: (M) (I) (I) (A)
Marketing Research and Market Forecasting Problem 3.1 The expected value of added information Problem 3.2 Reliability and validity of measurements Problem 3.3 Computer-administered survey Problem 3.4 Sample size determination for simple random sample (SRS); samples for multinomial problems Problem 3.5 Sampling error Problem 3.6 Estimation of market potential Problem 3.7 Extrapolation Problem 3.8 Cross-impact analysis Problem 3.9 Model building and scenario planning
53 54 56 61
(M) (I) (M) (A) (A)
Section 4: Strategic Marketing (I) Problem 4.1 The marketing planning process (A) Problem 4.2 Marketing information systems and the marketing process (I) Problem 4.3 Strategies for market leaders (M) Problem 4.4 Criteria for marketing effort allocation (M) Problem 4.5 Allocating resources using sales response functions (A) Problem 4.6 Competitive reaction matrix and measuring market power
63 65 72 75 81 84 89 90 95 99 107 111 113
Contents (I) (M) Section 5: (A) (M) (I) (I) (A) (A) (A) (A) (A)
Section 6: (M) (M) (M) (A) (A)
Problem 4.7 Global strategies Problem 4.8 Choice and evaluation of strategy
117 123
Positioning, Product and Pricing Problem 5.1 Positioning services Problem 5.2 Make-or-buy analysis Problem 5.3 Product replacement strategies Problem 5.4 Brand stretching (extension) Problem 5.5 Brand equity Problem 5.6 Financial methods used in the new product development process Problem 5.7 Net present value/profitability index Problem 5.8 Application of decision trees in new-product development Problem 5.9 Application of the PERT/cost technique in new-product development
131 132 135 137 140 144
Pricing Problem 6.1 Determining price levels Problem 6.2 Perceived value pricing Problem 6.3 Cash discounts Problem 6.4 Predicting future pricing strategies using game theory Problem 6.5 Price dispersion in online markets
149 152 154 156 162 163 166 171 171 174
Section 7: Integrated Marketing Communication (A) Problem 7.1 Media selection (I) Problem 7.2 Effective reach (M) Problem 7.3 Audience measures in broadcast media (A) Problem 7.4 Advertising effects and effectiveness measurement (A) Problem 7.5 Estimating market response to sales promotion (M) Problem 7.6 Sponsorships – event marketing and publicity
190 200 203
Section 8: (I) (I) (I) (I)
Internet Marketing Problem 8.1 e-Business gets personal Problem 8.2 Digital marketing research Problem 8.3 B2C e-marketing mix Problem 8.4 e-Distribution management
209 210 218 222 224
Section 9: (I) (I) (I) (M)
Sales and Distribution Management Problem 9.1 Marketing objective and structure for the sales force Problem 9.2 Sales force management Problem 9.3 Development of a sales commission plan Problem 9.4 Choosing among alternative distribution-channel structures
232 234 240 245
vi
179 180 184 187
250
Contents (I) (I) (M) (M)
Problem Problem Problem Problem
9.5 Retailing strategies 9.6 Merchandising strategies 9.7 The total cost approach to distribution 9.8 Economic order quantity (EOQ) model
252 257 262 269
Section 10: International Marketing (M) Problem 10.1 The comparative analytical approach in international marketing (I) Problem 10.2 International target market selection (A) Problem 10.3 Screening and concept testing for new global products (I) Problem 10.4 International price setting (I) Problem 10.5 Organising for international advertising (I) Problem 10.6 International selling (M) Problem 10.7 Multinational product portfolio analysis
273
282 287 289 293 303
Section 11: Issues and Trends
308
Index
311
274 277
vii