상세정보

CONTENTS
Foreword = 12
Preface = 15
1 WHAT IS MARKETING? / James E Lynch = 19
 The marketing concept = 19
 The marketing process = 21
 Who is our customer? (Segmentation and target marketing) = 22
 How should we compete? (Competitive advantage and the marketing mix) = 23
 Customer information = 24
 Who is our customer? = 24
 What benefits does the customer seek? = 24
 How does the customer buy? = 25
 Competitor information = 25
 The marketing mix = 25
 How is industrial marketing different? = 26
 Segmentation / target marketing = 28
 Competitive advantage and the marketing mix = 28
 Marketing excellence = 30
 A checklist for market orientation = 31
 References = 32
2 GETTING THE INFORMAT / Christopher West = 33
 Planning the information collection process = 34
 The internal information audit = 37
 Survey design = 38
 Research techniques = 40
 Getting the work done = 47
 International research = 49
 International research = 49
 Conclusion = 50
 Bibliography = 50
3 MARKETING NEW PRODUCTS / Richard Skinner = 52
 The need for new products = 53
 Types of new product = 55
 Establishing parameters = 56
 Sources of new product ideas = 58
 Some essential questions = 60
 Project assessment = 64
 Controlling development = 65
 Field trials = 66
 The launch = 67
 Follow-up = 68
 References = 71
4 FIXING THE PRICE / Keith Steward = 72
 Product benefits = 73
 Value added = 74
 The relevance of cost = 75
 The customer = 76
 Competition = 77
 The seller’s marketing strategy = 80
5 PLANNING A CAMPAIGN / Geoff Lancaster = 84
 Levels of planning = 86
 Stages in marketing planning = 87
 Marketing audit = 88
 Marketing objectives = 90
 Marketing strategies = 91
 Detailed marketing programmers = 92
 Contingency measures = 94
 Feedback and control = 94
 The importance of marketing planning to industrial markets = 96
 Summary of the process = 97
 Bibliography = 99
6 WHAT MAKES PEOPLE BUY? / David Jobber = 100
 Characteristics of industrial buying = 101
 Organizational buyer behaviour = 102
 Influences upon organizational buyer behaviour = 109
 Developments in purchasing practice = 112
 Relationship management = 114
 Overview of the media to communicate to customers = 115
 Summary = 117
 Bibliography = 117
7 BUILDING A GOOD REPUTATION / Norman Stone = 119
 Eight key questions = 119
 What reputation does the company believe it has? = 121
 What reputation does the company actually have? = 122
 What reputation does the company want to have? = 123
 Are company policy and practice consistent with the reputation it wants? = 124
 What methods and resources will be needed to close the gap? = 125
 How will the company know how things are working out? = 128
 What now? = 129
 References = 130
8 GETTING THE MOST FROM YOUR SALES FPRCE / Ray Farmer = 131
 Introduction = 131
 The sales management function = 132
 Recruiting = 137
 Motivation = 144
 Training = 148
 Communications = 152
 Bibliography = 156
9 BUSINESS-TO-BUSINESS ADVERTISING / John L. Samuel = 158
 Industrial of business to business? = 159
 The audience = 159
 The message = 161
 Where to place the message? = 162
 Corporate communications = 163
 Media assessment = 165
 The press = 165
 Television and radio = 168
 Direct mail = 169
 Literature = 170
 Exhibitions = 171
 Audio-visual = 172
 Telemarketing = 172
 Overseas publicity = 173
 Management of the advertising function = 173
 A word on organization = 174
 Measuring results = 175
 Final thought = 176
 Bibliography = 176
10 RUNNING A SUCCESSFUL EXHIBITION / Richard John = 177
 Why exhibit? = 179
 Picking the right exhibitions = 180
 Dealing with organizers = 180
 Stand location = 182
 Choosing your stand = 183
 Stand design = 184
 Stand attractions = 186
 Staff training = 187
 The follow-up = 190
 Publicity opportunities = 191
 Bibliography = 194
11 HOW TO USE A SALES AND MARKETING DATABASE / John Davies = 196
 The loyalty ladder = 196
 Suspects = 196
 Turning suspects into prospects = 199
 Turning prospects into customers = 200
 Turning new customers into regulars = 204
 Turning customers into advocates = 205
 Installing a sales and marketing database = 206
 Maintaining a sales and marketing database = 208
 Bibliography = 209
12 MAXIMISING ON MEDIA RELATIONS / Dina Ross = 211
 Common errors in handling the media = 211
 Targeting the media = 215
 The press conference = 216
 Broadcast opportunities = 220
13 MARKETING AND INDUSTRIAL RPODUCTS ABROAD / John Wright = 223
 The need / the opportunity = 223
 The key to avoiding failure = 224
 Avoid the short-term view = 224
 Research = 225
 Distributors = 226
 Pricing = 227
 Promotion and advertising = 228
 Exhibitions = 229
 In conclusion = 230
 Bibliography = 230
 Contacts = 230
14 GAINING THE COMPETITIVE EDGE ― QUALITY SERVICE AND CUSTOMER CARE / Ian Ruskin Brown = 232
 What is quality and what is not? = 233
 The cost of ‘quality’ = 235
 Service before the sale = 238
 After-sales service = 238
 Using service to differentiate = 239
 What sort of service? = 240
 The people element = 245
 Smiles and systems = 247
 Orientating the team = 248
 Smiles ― the customer care r$$e'$$gime = 248
 Models for behaviour = 250
 Putting it to work = 251
 Empowerment = 253
 The service promise = 253
 Training = 254
 The role of ‘quality circles’ = 256
 Putting quality service to work = 257
 Positioning the service = 258
 The plan = 258
 MIS ― the system ‘feedback loop’ = 260
 Example of an image questionnaire = 261
 References = 268
15 MEASURING RESULTS / Peter Hutton = 270
 Use of market research in measuring results = 271
 Critical dimensions = 272
 Other applications of market research = 273
 Familiarity and favourability = 275
 Communication channels and the marketing message = 277
 Qualitative research = 280
 Bibliography = 281
16 CHOOSING AND USING OUTSIDE SERVICES / Norman Hart = 282
 Strengths and weaknesses = 282
 Advertising agencies = 284
 Media independents = 287
 Design studios = 287
 PR consultancies = 287
 PR distributors = 288
 Marketing consultancies = 289
 Direct mail houses = 289
 List brokers = 289
 Telemarketing = 290
 Other services = 290
 Using outside services efficiently = 291
 Choosing outside services = 292
 The agency audit = 294
Index = 296