Marketing for the Developing Company (RLE Marketing)

Online-Ressource (275 p)

Description based upon print version of record

Cover; Half Title; Title Page; Copyright Page; Original Title Page ; Original Copyright Page; Dedication; Acknowledgment; Table of Contents; Introduction; Part I The How and Why of Marketing; 1 What Makes Markets; What is marketing?; Customers make markets; What is a market?; The development of markets; Action points: what makes markets; 2 How Markets Work; Big firms versus small; Consumer versus industrial marketing; How industry buys; Patterns of competition; Small firms and their markets; The heart of a market; Action points: how markets work; 3 Getting Goods to Market: Distributive Trades

The distribution tangleThe distributor''s job; Selecting distribution channels; Low-cost, fast turnover distributors; High-cost, slow-moving distributors; The sole distributor; The trade ''margin''; Doing without the trade; Mail order; Door-to-door selling; Party selling; Distribution pattern; Action points: getting goods to market; 4 The Market as a Behavioural System; The business as a behavioural system; The reason for being in business; Management for the future; Action points: the market as a behaviouraI system; Part 2 The Measurement Of Marketing; 5 Predicting the Market Future

The sales forecastLong-term planning; Action points: predicting the market future; 6 The Examination of Markets; Sample size; How sampling works; The functions of market research; Desk research; ''Do-it-yourself'' research; Industrial market research; Example: The interests of Londoners; Action points: the examination of markets; 7 Evaluating the Company''s Performance; Measuring product performance; Measuring world performance; Action points: evaluating the company''s performance; 8 Financial Controls; Management accounting; Line costings; Discount information; Budgeting for marketing

Collecting the cashAction points: financial controls; Part 3 Planning for Marketing; 9 Product Planning; The successful product; Marketing planning; Dying products; Product life cycle; Action points: product planning; 10 Pricing Strategy; Pricing strategy; Price wars; Standard price theory; Setting discounts; Action points: pricing strategy; 11 Market-Testing New Products; The new product idea; Pre-testing; Test marketing; How long to test; The national launch; Taking risks; Action points: market testing new products; 12 The Management of Marketing; The product group manager; A case history

Action points: the management of marketingPart 4 Marketing Communications; 13 Sales Management, Organisation, Control; The chief executive as salesman; Handling the top accounts; Tuming down orders; The sales manager; The sales organisation: recruitment; The sales organisation: training; The sales organisation: motivation; The sales organisation: supervision; The sales organisation: control; Getting new leads; Pioneer selling; Service calling; The calls a salesman makes; Specialist selling; Sales agents; Tendering to public authorities; Complaints; Account collection; Conclusion

Action points: sales management, organisation and control

ECONIS - Online Catalogue of the ZBW