Problems in Marketing: Applying Key Concepts and Techniques / Edition 2

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Overview

With a wide range of problems that cover every area of marketing practice, this book is ideal for students who want to test their marketing knowledge. Each problem concentrates on a single concept or technique of marketing management.

Areas covered include: strategic marketing, consumer behaviour, international marketing, This fully revised and updated edition includes over 50 new problems. Problems begin with a full introduction to the concept followed by explicit instructions for solving them. This leads directly to a series of discussion questions to further enhance the readers' understanding of each problem.

This varied and challenging collection of problems has been written to consolidate and extend students' reading of any major marketing textbook. It is designed for use by anyone pursuing an undergraduate or graduate course in marketing.

About the Author:
Professor Luiz Mountinho is Foundation Chair of Marketing, Department of Management, University of Glasgow, Scotland

About the Author:
Charles S. Chien is Associate Professor in Marketing and Director of the Executive MBA, Department of International Trade and Business, Feng Chia University, Taiwan

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Product Details

  • ISBN-13: 9780761971788
  • Publisher: SAGE Publications
  • Publication date: 1/11/2008
  • Edition description: Second Edition
  • Edition number: 2
  • Pages: 336
  • Product dimensions: 7.53 (w) x 9.34 (h) x 1.07 (d)

Meet the Author

Luiz Moutinhois Foundation Chair of Marketing at the Department of Management, University of Glasgow

Charles S. Chien is Associate Professor at the College of Business, Feng Chia University, Taiwan.

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Table of Contents

List of Figures     viii
List of Tables     x
Preface and Acknowledgements     xii
Environmental Scanning     1
Environmental scanning procedure     2
Assessing the social environment     10
Scanning and forecasting methods     14
Data mining     18
Elements of a global information system     25
Consumer Behaviour     35
Emotions and consumer behaviour     36
Consideration sets     40
Attitudes and behaviour     42
Brand loyalty     48
Marketing Research and Market Forecasting     53
The expected value of added information     54
Reliability and validity of measurements     56
Computer-administered survey     61
Sample size determination for simple random sample (SRS); samples for multinomial problems     63
Sampling error     65
Estimation of market potential     72
Extrapolation     75
Cross-impact analysis     81
Model building and scenario planning     84
Strategic Marketing     89
The marketing planning process     90
Marketing information systems and the marketingprocess     95
Strategies for market leaders     99
Criteria for marketing effort allocation     107
Allocating resources using sales response functions     111
Competitive reaction matrix and measuring market power     113
Global strategies     117
Choice and evaluation of strategy     123
Positioning, Product and Pricing     131
Positioning services     132
Make-or-buy analysis     135
Product replacement strategies     137
Brand stretching (extension)     140
Brand equity     144
Financial methods used in the new product development process     149
Net present value/profitability index     152
Application of decision trees in new-product development     154
Application of the PERT/cost technique in new-product development     156
Pricing     162
Determining price levels     163
Perceived value pricing     166
Cash discounts     171
Predicting future pricing strategies using game theory     171
Price dispersion in online markets     174
Integrated Marketing Communication     179
Media selection      180
Effective reach     184
Audience measures in broadcast media     187
Advertising effects and effectiveness measurement     190
Estimating market response to sales promotion     200
Sponsorships - event marketing and publicity     203
Internet Marketing     209
e-Business gets personal     210
Digital marketing research     218
B2C e-marketing mix     222
e-Distribution management     224
Sales and Distribution Management     232
Marketing objective and structure for the sales force     234
Sales force management     240
Development of a sales commission plan     245
Choosing among alternative distribution-channel structures     250
Retailing strategies     252
Merchandising strategies     257
The total cost approach to distribution     262
Economic order quantity (EOQ) model     269
International Marketing     273
The comparative analytical approach in international marketing     274
International target market selection     277
Screening and concept testing for new global products     282
International price setting      287
Organising for international advertising     289
International selling     293
Multinational product portfolio analysis     303
Issues and Trends     308
Index     311

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