The Marketing Book 5th Edition

282 The Marketing Book Forster, S. (1997) Direct Marketing in the Travel and Tourism Sector, IDM Lecture, UWE, Bristol, May. Fra ...

Market segmentation 283 benefits, procedures and methods of seg- menting markets. Haley, R. I. (1968) Benefit Segmentation: A De ...

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Part Three Managing the Marketing Function ...

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Product Brand Quality Design Features Variety Packaging Service Support Guarantees Price List price Discounts Allowances Trade m ...

288 The Marketing Book But profit is an ambiguous goal. Are managers to aim at short- or long-term profits? Should they seek to ...

Managing the marketing mix 289 An effective marketing mix is then one which offers a product that solves the custom- er’s proble ...

Target Market Segment Marketing Plan Performance Design Choice Price Value Discounts Service Delivery Credit Information Image S ...

Managing the marketing mix 291 reported profits. Profits also fail to incorporate the cost of capital. So a company can be growi ...

292 The Marketing Book today’s knowledge-intensive businesses, satisfying the interests of the knowledge workers is essential fo ...

Managing the marketing mix 293 cash flows that result from their decisions, i.e. net present value (NPV): NPV=  i CFi (1 +r)i ( ...

294 The Marketing Book that is most likely to maximize the present value of future cash flows available for shareholders.  Just ...

Managing the marketing mix 295 For example, if the investment rate is 50 per cent of incremental sales, the cost of capital is 1 ...

296 The Marketing Book present value of the cash flow at the end of the planning period. This is estimated by the standard perpe ...

Managing the marketing mix 297 marketing enables suppliers and customers to link their supply chains to make these econo- mies ( ...

298 The Marketing Book strating the financial contribution of these activities. If the opportunity cost of capital in Table 11.1 ...

Market Economics Core business processes Resources Tangible assets Technological Strategic assets Brand assets Human resources O ...

300 The Marketing Book Brands, intangible assets and the firm In today’s firm, it is intangible rather than tangible assets that ...

Managing the marketing mix 301 choice process by confirming the functional or emotional associations of the brand. Increas- ingl ...