The Marketing Book 5th Edition

Index 827

service marketing mix, 599–600
SMEs, 765
social marketing, 703–5, 706–7,
714–16
strategic intent, 545
testing, 120, 321, 793
trial, 463
uniqueness, 354
Professionalism, 108, 143
Profit:
marketing mix, 287–8, 290–1, 312
monitoring, 174
postmodernism, 18
prices, 302–3, 305, 345–8
relationship marketing, 33
shareholder value, 507
super profit, 504, 509–11, 513–14,
520, 525–6, 527–8
value-based marketing, 293
Profit Impact of Market Strategy
(PIMS), 54
Profitability:
customer account profitability, 505,
522–5
customer retention, 497–8
direct product profitability, 526, 796
integrated marketing
communications, 404
market segmentation, 248, 276–7
marketing mix, 290–1
price, 296
procurement savings, 143
Progressive Enterprises, 779
Projective research techniques, 183–4
Promotion, 5, 108, 419–57
see alsoSales promotion
actors, 439–41
agency selection, 443–5
budget, 426–9, 439, 448
campaign effectiveness, 449–51
cause-related marketing, 676
e-marketing, 659–62
expenses, 97
green, 748–9
in-store, 137, 461, 468, 479
integrated communications, 308
international marketing, 621, 626
market segmentation, 247
marketing mix, 9–10, 287, 288–9
marketing strategy, 94, 95
message delivery, 433–6
message development, 432–3
promotional mix, 419–26, 429–32
remuneration of agencies, 445–9
services, 591, 598, 602
SMEs, 765
social marketing, 714, 717
synergy, 436–7
working relationships, 441–3
Prosumers, 656
Protectionism, 612
Protests, 19, 671–3, 675, 690, 731

Prudential, 253, 409, 567, 651

PSSseeProduct service system

Psychographic segmentation, 254–5,

264, 438, 623, 706, 710–11

Psychological distance, 627

Psychological risk, 376

Psychology, 67, 307, 797

Public relations (PR), 422–3, 660,

676–7, 796

green marketing, 749

integrated marketing

communications, 398, 399

Public sector, 288

Public services, 601–2

Publicity, 422, 423–4, 426, 431

definition, 419

international marketing, 621

social marketing, 718, 719

Purchase frequency, 353

Purchase triggered donations, 678

Purchaser role, 145–6

Pure goods, 588, 589, 592, 607

Purposive sampling, 191

Push/pull factors, 316–17, 318, 640–1,

716, 800

QFDseeQuality function deployment

Quaker, 468

Qualitative methods, 35, 174, 175,

180–4, 322

demand measurement, 355

market research, 584

path analysis, 235

postmodern research, 25, 27, 28

Quality, 8, 107–8, 331, 517

see alsoTotal quality management

certification systems, 631

control, 590, 591, 596

differentiation, 103

international marketing, 625

price relationship, 345, 348, 350, 355

process thinking, 102

relationship marketing, 35

sales promotion, 476

services, 35, 587, 588–90, 596, 598,

604

e-marketing, 654

internal marketing, 532, 551

retailing, 797, 798

supplier choice, 486

Quality function deployment (QFD),

327

Quantitative methods, 70–1, 174, 175,

197–245

market research, 584

primary data, 177–80

taxonomy, 199

Quantity discounts, 97

Quantity increases, 462

Quelch, J. A., 475, 645

Queree, A., 657

Questionnaires, 177–8, 180, 193

Queuing, 219–21, 225, 241

Quick response logistics, 496

Quota sampling, 191–2

QXL, 651

R&D (research & development), 6, 9,

327, 329

R-strategies, 63–4

RAC, 389, 433

Rackham, N., 364–5

Radas, S., 173

Radio, 402, 424

Radio Authority, 424, 453

Random sampling, 190

Rangun, V. K., 697, 705, 716

Rank order scales, 188

Rao, V. R., 350

Rapp, Stan, 565, 566, 569

Ratio scales, 186

Rationality, 62, 79

Re-marketing, 745

Reader’s Digest, 431

Real options, 60, 298, 524–5

Reasoned Action, Theory of, 124

Rebating, 447–8

Recession, 15, 309, 778

Reciprocity, 40, 43

Recruitment and selection, 366–7, 375

Recycling, 732, 734, 741, 743, 747, 748,

751

Red Cross, 385–6

Red Nose Day, 690

Redinger, R., 239

Rees, R. D., 427

Reference prices, 349

Referrals, 524, 576

Refunds, 462

Regionalization, 613

Regression techniques, 198, 206–13,

214, 790

automatic interaction detection,

212–13, 214

discriminant analysis, 212, 214

generalized linear models, 206–12

log-linear analysis, 212

logistic regression, 210–12

ordinary least squares regression,

208–10, 212

multiple regression, 206

Regulation:

see alsoLegal issues

advertising, 120, 423–4

e-tailing, 803

environmental, 730, 731–2, 733, 735,

744

freeports, 626

international, 623, 629

promotion, 449, 451, 453, 454

sales promotion, 461

services, 602