CONTENTS
Scenarios = ⅴ
List of figures = ⅵ
An introduction for students = ⅷ
Acknowledgements = xi
Glossary of acronyms = xii
Part 1 Marketing management - the focus = 1
1 What marketing does = 3
2 What management does = 14
3 Why marketing is necessary = 31
4 Marketing management planning = 43
Part 2 Market forces and the environment - the way forward = 59
5 Organisation and the environment = 61
6 Environmental factors and SWOT = 76
7 The business plan = 89
Part 3 Marketing research - an information base = 107
8 Types of research = 109
9 Secondary and primary research = 124
10 Qualitative research = 140
11 Research budgeting = 158
Part 4 Market understanding - the key to success = 171
12 Segmentation = 173
13 Vectoring and positioning = 193
14 Forecasting = 212
15 Scenario and 'What-if?' planning = 226
Part 5 Strategic direction and control - the framework of success = 241
16 Budgetary control = 243
17 Portfolio planning = 256
18 Diffusion and adoption = 273
19 Effective communication = 290
Part 6 Marketing planning - the bedrock of success = 307
20 The marketing planning process = 309
21 Marketing mix strategy = 321
22 Bending the mix = 336
Part 7 Marketing mix - product and place = 351
23 Product and new product development = 353
24 Test marketing = 370
25 Place = 384
26 The after market = 398
27 Franchising = 404
Part 8 Marketing mix - packaging, pricing and promotion = 421
28 Packaging = 423
29 Pricing = 435
30 Promotion = 455
31 Promotion - budgeting and evaluation = 475
Part 9 Marketing overseas - necessary for growth = 497
32 International marketing = 499
33 Deciding on market entry = 514
34 Market entry and consolidation = 527
35 Global developments = 540
Part 10 Qualify in marketing - the basis for career development = 559
36 Passing a marketing examination = 561
Appendices = 577
A LCCIEB Marketing Level 3 Syllabus = 577
B LCCIEB Marketing Level 3 - typical question paper = 580
C LCCIEB Marketing Level 3 - typical marking scheme = 582
D Reading list = 585
Index = 587
