Key Concepts in Marketing

Jim Blythe is Visiting Professor of Marketing at University of Plymouth, UK. Jim Blythe has been a Merchant Navy officer, a ladies hairdresser, a business consultant, a rock musician, a truck driver, a company director and an award-winning playwright all before becoming an academic – he always planned on having a varied life and likes learning new skills. Currently he is trying to learn to grow vegetables (with limited success...), but he has a pilot’s licence and has learned to play drums in a samba band, so the beat goes on. Jim has written 18 books, over 50 journal articles, and has contributed chapters to 8 other books. He has taught overseas, written open-learning packs for international training organisations and has been a Senior Examiner for the Chartered Institute of Marketing. His next venture is to study for a degree in modern languages – having left school at 16 he thinks it’s time to get the education he missed out on. He holds four real degrees (including one fake), and therefore feels somewhat irritated that he is mainly known for winning the Cardiff heat of the TV show, Come Dine With Me. Perhaps the latest editions of his textbooks will help redress the balance a little...

• PART ONE: CUSTOMERS AND MARKETSCustomer CentralityEvolution of MarketingRelationship MarketingThe Leaky Bucket TheoryPostmodern MarketingThe Marketing EnvironmentMarketing ResearchThe Marketing AuditCompetitive AdvantagePorter′s Competitive StrategiesStrategic PlanningMarketing PlanningBoston Consulting Group MatrixGlobalisationConsumerismPART TWO: THE OFFERProduct as a Bundle of BenefitsProduct AnatomyCore ProductAdded ValueService ProductsProduct Life CycleNew Product DevelopmentDiffusion of InnovationQualityElasticity of DemandDemand PricingPrice SkimmingPsychological PricingNot-for-Profit MarketingPART THREE: APPROACHING CUSTOMERSNeed SatisfactionInvolvementSegmentationTargetingThe Marketing MixThe Elaboration Likelihood ModelReference GroupsDistributionChannel ManagementLogisticsStages of Development Model of International Market EntryMarket SharePART FOUR: PROMOTIONBrandingBrand PersonalityPositioningThe Communications MixSchramm Model of CommunicationAdvertisingThe Weak and Strong TheoriesSales PromotionCorporate ReputationPersonal SellingKey Account SellingIntegrated Marketing Communication

Did not fit completely with the learning goals of the course.