文档介绍：Marketing Management
Marketing Management
A Decision-making Approach
Pingali Venugopal
Copyright © Pingali Venugopal, 2010
All rights reserved. No part of this book may be reproduced or utilized in any form or by any
means, electronic or mechanical, including photocopying, recording or by any information
storage or retrieval system, without permission in writing from the publisher.
First published in 2010 by
Response Books
Business books from SAGE
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Library of Congress Cataloging-in-Publication Data Available
ISBN:â 978-81-321-0471-1 (PB)
The SAGE Team: Qudsiya Ahmed, Swati Sengupta and Nand Kumar Jha
Contents
List of Tables ix
List of Figures xi
List of Boxes xiii
Preface xv
Acknowledgements xvii
â 1.â Introduction 1
Section 1:â Understanding the Basics
â 2.â Needs, Wants and Need Hierarchy 11
â 3.â Marketing Product 21
Section 2:â Understanding the Market
â 4.â Marketing Environment 39
â 5.â SWOT Analysis 63
â 6.â Purchase Process 79
â Advantage: Building Entry Barriers 111
Section 3:â The Decision-making
â 8.â Segmentation and Targeting 145
â 9.â Positioning 161
10.â Marketing Planning Processs 187
vii
Marketing Management
Appendix 1: Indian Consumer 205
Appendix 2: Country of Origin: A Surrogate for Quality 209
Appendix 3: Do Consumer Loyalty Programmes Build Loyalty? 213
References 215
Index 229
About the Author 245
viii
List of Tables
Wants satisfying different needs