By Mr Jim Blythe
The Sage direction spouse on Marketing is an available creation to the topic that may support readers to increase their knowing of key techniques and improve their considering abilities in keeping with direction specifications. It offers aid on the right way to revise for checks and get ready for and write assessed items. Readers are inspired not just to imagine like a marketer but in addition to contemplate the topic seriously. it really is even more than a revision consultant for undergraduates; it truly is a vital device that might aid readers take their path knowing to new degrees and aid them be successful of their undergraduate course.
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Extra info for Marketing
Qxd 1/18/2006 10:18 AM Page 30 30 CORE AREAS OF THE CURRICULUM Relationships are likely to be longer-term and deeper between firms than they are between a firm and consumers. There is more on relationship marketing later in the book. Most introductory marketing courses do not go into much detail on B2B marketing, and many textbooks simply tack it onto the consumer behaviour chapter. There is a trend towards having dedicated courses in B2B marketing, however, as lecturers realise that most marketing in the real world is, in fact, B2B.
Own-label brands (distributor brands) are owned by the retailer: again these may subdivide into generic brands which cover a wide range of products (for example, Tesco’s Finest) or may simply carry the name of the retailer. • Co-branding: two companies offering complementary products join together to offer a joint product (for example, Häagen Dazs and Bailey’s offering Bailey’s flavour ice cream). • Global branding: using the same brand name worldwide. Branding makes a big difference to customer perception of the product.
Or do we do our honest best as researchers to ‘tune out’ this type of bias? You are likely to be asked to explain the advantages and disadvantages of different research techniques. These are outlined in your textbook: you might also be asked to recommend a research procedure for a given problem. Here is a sample question. company sells vitamin-rich health foods aimed at recovering “Your invalids. How would you research the possibilities for repositioning the product for the slimming market? qxd 1/18/2006 10:18 AM Page 41 INFORMATION AND RESEARCH 41 The relative sizes of the slimming market and the invalid market could probably be determined from secondary research, but the possibilities for repositioning would require primary research.