Market relations
著者
書誌事項
Market relations
（The new BTEC HNC and HND in business studies）
BTEC , Blackwell , Open Learning Foundation, c1995
- タイトル別名
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Market relations : an active learning approach
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注記
Includes bibliographical references
内容説明・目次
内容説明
From spring 1995 Blackwell Business has be published the BTEC approved materials for the new Higher Nationals in Business. All the materials have been jointly commissioned and developed with BTEC and The Open Learning Foundation.Written at a level appropriate for a BTEC Higher National core module, each of the workbooks is directly linked to the new learning outcomes of the fully revised BTEC syllabus providing the definitive and authoritative coverage for students. The material has been designed to permit a paced progression through each module allowing for the individual learning style of each student, and delivering approximately 80 hours of fully supported learning. Case studies are built into the workbooks.
目次
Introduction. Section I: Marketing Orientation: 1. Marketing and the Marketing Concept: Introduction to Marketing. Marketing Definitions. Origins and development of the marketing concept. Needs, wants and demand. Relationship marketing. 2. Marketing and the business environment. The marketing system. The business environment. DEPICTS analysis. Section II: Stakeholders and Social Responsibilities: 1. Stakeholders and Marketing communications: Stakeholders. The stakeholder model. Public relations. Publicity and press coverage. 2. Responsibility to society: Marketing ethics. Ethical advertising. Societal orientation. Social values and beliefs. Environmentalism. Consumerism. Section III: Analysing the Market: 1. Competitive position: Market segmentation. Lifestyle segmentation. Product positioning. Positioning strategies. Product diffusion. 2. Types of data: Marketing research. Test marketing. The marketing research process. Gathering secondary data. Using secondary data. 3. Survey Planning: Surveys. Sampling. Conducting surveys. Interviewing. Questionnaire design. 4. Analytical techniques: The need for analytical techniques. Averages. Measures of spread. Distribution. Time series analysis. Correlation. Section IV: The Competitive Process: 1. Market Features: Introduction to competitive analysis. Types of market. A marketing approach to Industrial markets. Industrial buying decisions. Consumer buying decisions. Marketing of services. 2. Strategies: The Porter five-forces model. The Boston Consulting Group portfolio Matrix. Product lifestyles. The Ansoff product-marked matrix. 3. Market structure: Market regulation. Competition as rivalry. Market orientation and the public services. Public sector organisations and customers. Section V: Resources: 'Goodbye to all that. 'BP Press Release. 'Healthier Ads Could Catch Cold. "Advertising "encourages motorists to race police". '
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