Titlebook: Key Marketing Concepts; Mike Meldrum,Malcolm McDonald Textbook 1995Latest edition Macmillan Publishers Limited 1995 management.marketing.p

indices

Trade Marketingsed on communicating directly with either the consumer and thereby ‘pulling’ the product through the supply chain, or with intermediaries (customers) in order to ‘push’ the product to the consumer. In reality, both approaches are necessary to promote the product effectively. Over the past twenty yea

Synthesize

Vasodilation

貝雷帽

insert

Auditing a Marketns by which a company can identify its own strengths and weaknesses as they relate to external opportunities and threats. It is thus a way of helping management to select a position in that environment based on known factors.

micturition

Constructing a Swot and decision-making process. A well-constructed SWOT can provide powerful insights into the situation facing an organisation and can demonstrate, in a clear fashion, the direction an organisation needs to take. Poorly constructed SWOTs will, at best, provide only a bland interpretation of an organi

superfluous

Marketing Consumer Products information about these products and make careful comparisons of alternatives before commitment. In contrast, goods from the supermarket quickly become accepted or rejected by consumers in their day-to-day buying routines. They are low-cost items and are dependent upon repeat purchase to remain viable in the market.

木訥

irreparable

Relationship Marketingthod for structuring the marketing mix. Since the late 1980s, however, both the ideas of a four Ps mix, and customers being the only markets requiring attention, have been questioned. This has lead to the propositions contained within the relationship marketing approach.

思想靈活