Summary of "Marketing an Introduction" by Armstrong and Kotler
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Summary of "Marketing an Introduction" by Armstrong and Kotler
En stor rapport på engelsk om hvad marketing er baseret på baggrund af "Marketing An Introduction” af Gary Armstrong and Philip Kotler.
Derudover en kort analyse af Hummel (PLC, SWOT, Target and Positioning, Marketing Mix, Boston matricen)
Skrevet i 2006.
Indhold
1 – Introduction 4
2 – What is Marketing? 5
3 – Needs, Wants and Demand 5
3.1 – Inverted Hierarchy of Needs 7
3.2 – Want 7
3.3 – Demand 8
4 – The Buying Motives 8
4.1 – The Functional Buying Motives 8
4.2 – The Social Buying Motives 8
4.3 – Buyer behaviour 9
4.4 – Buyer Decision Process 10
5 – Strategic Planning 12
5.1 – The Company Mission 12
5.1.1 – Mission Statement 13
5.2 – The SWOT-Analysis 13
5.3 – The Value Chain 15
5.4 – Generic Strategies 16
5.5 – Market share 17
5.6 – The Business Portfolio 18
5.6.1 – SBU (Strategic Business Unit) 18
5.7 – Ansoff’s Growth Strategies 20
5.7.1 – Market Penetration 20
5.7.2 – Market Development 21
5.7.3 – Product Development 21
5.7.4 – Diversification 21
6 – Business Environment 21
7 – What is a Product? 23
7.1 – Goods and Services 23
7.2 – Product Quality 24
7.3 – Levels of Product 25
7.4 – Product life cycle 26
8 – Segmentation 28
8.1 – Market Segmentation 29
8.1.1 – B2B Market 29
8.1.2 – B2C Market 31
8.1.3 – The Minirisc Model 32
8.2 – Market Targeting 35
8.3 – Market Positioning 35
9 – The Marketing Mix 36
9.1 – Product 36
9.2 – Price 37
9.2.1 – Pricing Strategies 37
9.3 – Place 38
9.4 – Promotion 40
9.5 – People 41
9.6 – Process 41
9.7 – Physical Evidence 41
10 – Branding 41
10.1 – Branding Strategies 42
11 – Conclusion 45
Hummel; “A Company Profile”
12 – The History of Hummel 46
13 – The Company Mission 47
14 – The SWOT-Analysis 48
15 – Hummel’s Target Group 49
15.1 – Hummel’s Target Group 49
15.2 – Hummel’s Positioning 49
16 – Marketing Mix 50
17 – Future Prospects 51
18 – Conclusion 53
List of Literature 54
Uddrag
In this report we will define the basic concept of marketing on the basis of “Marketing An Introduction” by Gary Armstrong and Philip Kotler. “What is it?”, “How is it used?” and “Why do companies use it?”. In our report we will use definitions on various subjects from “Marketing An Introduction” and try to explain and define it in our own words. We will among other things include the making of the marketing mix, how to segment the market and how to analyse a company, which will form the basis of our company profile on Hummel. Here we will include the history of Hummel, define their marketing mix and analyse their target group and positioning. We will also analyse the company’s future prospects with the Boston Consulting Group growth-share matrix... Køb adgang for at læse mere Allerede medlem? Log ind