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Marketing Books
Marketing

Principles of Marketing(euro edition) Kotler Armstrong Saunders Wong (658.8 KOT)

Ch1

Intro:

• Needs wants demands

• Products

• Value and Satisfaction

• Exchange transactions relationships

• Markets

• Marketing

Marketing Management

• Negative demand

• No demand

• Latent demand

• Falling demand

• Irregular demand

• Full demand

• Overfull demand

Marketing Philosophies

• Production concept

• Product concept

• Selling concept

• Marketing concept

Goals of Marketing System

• Maximize consumption

• Maximize consumer satisfaction

• Maximize choice

• Maximize life quality

Marketing Challenges (in 1990s)

• Rapid globalization

• Changing world economy

• Call for ethics and social responsibility

• New marketing landscape

Summary

Ch2

Marketing and Society

Impact on individual customers

• High prices

• High cost of distribution

• High advertising and promotion costs

• Excessive mark-ups

• Deceptive practices

• High pressure selling

Impact on society as a whole

• False wants and too much materialism

• Too few social goods

• Cultural pollution

• Too much political power

Consumerism

Environmentalism

Socially Responsible marketing

• Enlightened marketing

1. Consumer oriented

2. Innovative marketing

3. Value marketing

Ch3

Strategic marketing planning

Overview

• Annual plan

• Long-range plan

• Strategic plan

• SWOT

Strategic plan

SWOT

BCG Growth-Share matrix

Developing growth strategies

Product/Market expansion grid

Marketing process

• Marketing management

• Market strategy

• Develop market mix

Brand plan

Marketing control

Ch4

Marketing Environment

Micro-environment
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