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Marketing Briefs, Second Edition: A revision and study guide by Sally Dibb, Lyndon Simkin

By Sally Dibb, Lyndon Simkin

This revised and up to date moment variation of selling Briefs: a revision learn advisor supplies each advertising pupil the main complete number of definitive overviews of each key thought within the topic. The textual content itself is equipped into brief established chapters, the Briefs, every one together with: * middle definitions * A bulleted key aspect assessment * Thorough but concise clarification of the idea that and first concerns * Illustrative examples * a range of exam sort case, essay and utilized questions jointly those supply a rounded, concise and topical appreciation of every subject matter inside a transparent and obtainable framework, designed to assist revision. additionally incorporated are revision tips and 'golden ideas' for tackling examinations, specimen exam papers with resolution schemes, and an entire thesaurus of key advertising and marketing phrases. * brief, snappy and succinct nature of the ebook * established chapters, which come with a bulleted assessment, illustrative examples and instance exam questions and extra interpreting / resources * significant other web site to aid the textual content (http://www.bh.com/companions/0750653868)

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So long as the company maintains the necessary sales volume, it can continue to offer a wide range of competitively priced products. The retailer has also managed to capture the imagination of consumers by trying hard to appeal to the consumer reasoning which underlies furniture buying. The company undertakes marketing research to ensure that it understands the practicalities and emotional side of this kind of shopping. IKEA has used this understanding of its customer base in developing its product assortments and designing its stores.

To make life easier, the stores also have plenty of free parking, childcare, toilets and inexpensive restaurant facilities. qxd 5/17/04 12:01 Page 33 Consumer Buying Behaviour Test yourself Case question 1 Why is it important for IKEA to have a good understanding of how customers buy its products and how has it used this information to good effect? Quick questions 2 Why is it important for marketers to understand consumer buying behaviour? 3 What are the different stages of the consumer buying process?

2003) Marketing Management. Englewood Cliffs, NJ: Pearson. Levitt, T. (1986) The Marketing Imagination. New York: Free Press. C. F. (1990) ‘The Effect of Market Orientation on Business Profitability’, Journal of Marketing, 54 (4), pp. 20–35. qxd 5/17/04 4: 10:12 Page 19 The Marketing Environment Key definitions The marketing environment is defined as the external forces that directly or indirectly influence an organization’s capability to undertake its business. The macro marketing environment consists of six core forces: political, legal, regulatory, societal/green, technological, plus economic/competitive issues.

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