Sammanfattning Av Principles of Marketing - Reviderad

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SAMMANFATTNING AV PRINCIPLES OF MARKETING KOTLER ET AL

Reviderad versionDenna version har frre sprkfel och srskrivningar. ven layouten r uppdaterad en aning.

Kapitel 1 Marknadsfringens grunder........................................................................................ 4 Vad r marknadsfring? ......................................................................................................... 4 Marknadsfringens krnbegrepp............................................................................................ 4 Marketing management.......................................................................................................... 5 Marknadsfringsfilosofier...................................................................................................... 5 Nya Utmaningar ..................................................................................................................... 6 Kapitel 2 Socialt ansvar och marknadsfringsetik ..................................................................... 6 Social kritik mot marknadsfring........................................................................................... 6 Marknadsfringens pverkan p samhllet ............................................................................ 7 Konsumerism och miljrrelse .............................................................................................. 7 Fretagens agerande............................................................................................................... 8 Samhllspolicy ....................................................................................................................... 8 Kapitel 3 Strategisk marknadsplanering .................................................................................... 9 Allmnt om planering............................................................................................................. 9 Den strategiska planen ........................................................................................................... 9 Marknadsfring och strategisk planering............................................................................. 11 Marknadsfringsprocessen................................................................................................... 12 Marknadsfringsplanen........................................................................................................ 12 Kapitel 4 Fretagets omgivning ............................................................................................... 13 Fretagets mikromilj .......................................................................................................... 13 Fretagets makromilj.......................................................................................................... 14 Kapitel 6 Konsumentens kpbeteende ..................................................................................... 15 Modell ver konsument beteende ........................................................................................ 15 Typ av beslutsbeteende ........................................................................................................ 16 Kpbeslutsprocessen ............................................................................................................ 17 Kpbeslutsprocessen fr nya produkter ............................................................................... 17 Kap 7 Industriell marknadsfring och kpbeteende ................................................................ 18 Industriellt kpbeteende ....................................................................................................... 18 Kap 8 Marknadsinformation och underskningar.................................................................... 19 Marknadsfrings Informations System ................................................................................ 19 Informations utveckling ....................................................................................................... 19 Kapitel 9 Segmentering och val av mlgrupp .......................................................................... 21 Marknads Segmentering....................................................................................................... 22 Val av mlgrupp (market targeting) ..................................................................................... 23 Kapitel 10 Positionering........................................................................................................... 24 Differentiering...................................................................................................................... 24 Marknadsdifferentering........................................................................................................ 24 Vad r Marknads positionering? .......................................................................................... 25 Perceptual mapping .............................................................................................................. 25 Positioneringsstrategier ........................................................................................................ 25 Val och genomfrande av positioneringsstrategin ............................................................... 25 2

Kap 11 Njda kunder genom vrde och service ...................................................................... 26 Kundvrde och tillfredsstllelse ........................................................................................... 26 Leverans av kundvrdet och tillfredsstllelsen .................................................................... 27 Att behlla kunder ................................................................................................................ 28 Kapitel 12 Skapa konkurrensfrdelar....................................................................................... 29 Konkurrentanalys ................................................................................................................. 29 Konkurrensstrategier ............................................................................................................ 30 Kapitel 13 Mrken, Produkter, Paketering och Service ........................................................... 32 Vad r en produkt? ............................................................................................................... 32 Produkt klassifikation........................................................................................................... 32 Individuella produktbeslut.................................................................................................... 33 Kapitel 14 Produktutveckling och livscykel ............................................................................ 34 Produktutvecklingsprocessen ............................................................................................... 34 Strategier som rr produktens livscykel............................................................................... 36 Kapitel 15 Tjnstemarknadsfring ........................................................................................... 37 Egenskaper och karaktrsdrag hos en tjnst......................................................................... 37 Marknadsfringsstrategier fr tjnstefirmor ........................................................................ 37 Kapitel 16 Prissttning ............................................................................................................. 39 Faktorer vid prissttning....................................................................................................... 39 Kapitel 17 Prissttningsstrategier............................................................................................. 41 Prissttning av en ny produkt ............................................................................................... 41 Prisanpassningsstrategier ..................................................................................................... 41 Kapitel 18 Kommunikationsstrategi......................................................................................... 43 Steg i utvecklingen av effektiv kommunikation .................................................................. 43 Beslut om den totala promotionsbudgeten och dess mix ..................................................... 44 Kap. 19 Masskommunikation: Annonsering, SP och PR......................................................... 46 Annonsering ......................................................................................................................... 46 Sales Promotion.................................................................................................................... 47 Public Relations.................................................................................................................... 47 Kapitel 21 Fretagets distributionskanaler............................................................................... 48 Distributionskanaler ............................................................................................................. 48

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Part 1 Marketing and the marketing process

Kapitel 1 Marknadsfringens grunder Vad r marknadsfring?De olika aktiviteterna som syftar till att frbttra kommunikationen mellan fretag och konsumenter. Marknadsfring kan definieras som: mnskliga aktiviteter vilka syftar till att tillfredsstlla behov och nskeml genom utbytesprocesser. (Se figur 1.1)

Marknadsfringens krnbegreppBehov, nskeml och Efterfrgan (Needs, Wants and Demands) Ett mnskligt behov r en knsla av upplevd avsaknad. Mnniskor kan ha olika sorters behov: Fysiologiska - mat, klder och trygghet. Sociala - som att vara omtyckt, knsla av samhrighet. Psykologiska - kunskap, sjlvknsla och sjlvfrverkligande.

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