Fundamentals of

Marketing

Paul Baines, Chris Fill,

Sara Rosengren, and Paolo Antonetti

OXFORD
UNIVERSITY PRESS
Detailed Contents

Gase Insights xii

Aboutthe Authors xiv
Acknowledgements xvi
Preface xviii
How to Use this Book xx
How to Use the Online Resources xxii
Dashboard xxv

Understanding Customers

1 Marketing Principles and Society 3

Introduction 5
What is Marketing? 5
The Principal Principles of Marketing 9
The Extended Marketing Mix 13
Marketings Positive Impact on Society 18
Unsustainable Marketing: The Critical 'Turn' 19
Sustainable Marketing 22
Corporate Social Responsibility 24
Ethics and Marketing 26

2 Understanding Customer Behaviour 33

introduction 35
Consumer Proposition Acquisition 35
Perceptions, Learning, and Memory 40
Personality 44
Motivation 45
Organizational ßuyer Behaviour 51

3 Market Research and Customer Insight 64

Introduction 66
The Customer Insight Process 66
Commissioning Market Research 69
The Marketing Research Process 69
Marketand AdvertisementTesting 80
Big Data and Marketing Analytics 81
Marketing Research and Ethics 82
International Marketing Research 84
Part 2 Designing and Delivering the Market Strategy

4 Marketing Environment and Strategy 95

Introduction 97
Understanding the External Environment 97
Understanding the Performance Environment 106
Understanding the Internal Environment 110
SWOTAnalysis III
Strategie Marketing Goals 113
Strategie Market Action 115
Marketing Flanning 117

5 Market Segmentation and Positioning 124

Introduction 126
The STP Process 126
The Concept of Market Segmentation 127
The Process of Market Segmentation 129
Market Segmentation in Consumer Markets 130
Segmentation in Business Markets 137
Target Markets 142
Positioning 145

H Imptemönting the Marketing Mix

6 Proposition and Branding Decisions 157

Introduction 159
Product Levels 159
Product Life Cycles 161
The Process of Adoption 167
Diffusion Theory 169
What is a Brand? 170
Why Brand? 172
How Brands Work: Association: and Personalities 173
Brand Names 175
Branding Strategies 176
Brand Relationships 179
Brand Co-creation 182
Global Branding 183
Brand Equity 184

7 Pricing and Value Creation 192

Introduction 194
Price Elasticity of Demand 195
The Concept of Pricing and Cost 197
Pricing Management 210
 8 Marketing Communications Principles 219
Introduction 221
Defining 'Marketing Communications' 221
TheScope of Marketing Communications 222
How Marketing Communications Works 223
Word-of-Mouth 236
Marketing CommunicationsTasks 237
Marketing Communications Flanning 239

9 Managing Marketing Communications 249

Introduction 251
The Role of the Marketing Communications Mix 251
Selecting the RightTools 254
Marketing Communications Messages 256
The Media 260
Other Promotional Methods and Approaches 264
Integrated Marketing Communications 267
Promotion and Ethics 270

10 Managing Channels and Distribution 277

Introduction 279
Channel Management 280
Types of Intermediary 282
Managing Marketing Channels 283
Distribution Channel Strategy 285
Channel Intensity 287
Managing Relationships in the Channel 289
Supply Chain Management 291
Retailing 296

Managbg

11 Digital and Social Media Marketing 309

Introduction 311
Digital Marketing 312
Digital Marketing Communications 319

12 Services Marketing and Customer Experience Management 338

Introduction 340
The Nature of Services 341
Service Encounters 347
Key Dimensions of Services Marketing 349
Principles of Relationship Marketing 350
RelationshipTrust, Commitment, and Satisfaction 351
Customer Experiences 356
Index 365