ABOUT THIS BOOK          

Marketing
Arab and Foreign perspective
by Naeim H. Abougomaah, Ph.D
2006

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Table of Contents

Book Preface

Supplements

Sample Chapter

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                                                                                                                                                     Table of Contents   

Table of Contents & Book Preface (71.0k)..........Download...click here

 
PART I: MARKETING : CONCEPTS, ISSUES & ENVIRONMENT ............ 3
Chapter 1 : Marketing: Basic Concepts.............................................................. 4
  Marketing Activities ............................................................................... 5
  Definition of Marketing.......................................................................... 6
  Evolution of Marketing .......................................................................... 9
1. The production-orientation................................................................... 10
2. The product-orientation........................................................................ 10
3. The sales-orientation ............................................................................ 10
4. The marketing orientation (the marketing concept) ............................. 11
  The Marketing Concept Elements ........................................................ 12
1. Customer -orientation........................................................................... 12
2. Profit - orientation................................................................................ 13
3. Coordination and integration ............................................................... 13
  The Societal Concept of Marketing....................................................... 16
  The Marketing Mix................................................................................. 16
  Marketing Management ........................................................................ 19
  Approaches to Studying Marketing ...................................................... 20
  Summary ................................................................................................ 22
  Important Terms .................................................................................... 23
  Discussion and Review Questions ......................................................... 23
  Application Questions ........................................................................... 24
  Cases ........................................................................................................ 25
Case 1.1 : The Arab Organization for Industrialization ........................... 25
Case 1.2 : McDonald’s McFalafel............................................................. 26
  Chapter (1) Notes ................................................................................... 28
Chapter 2 : Marketing : Basic Issues ................................................................. 30
1. The marketing importance issue ............................................................. 31
2. The marketing negative effects issue ...................................................... 33
3. The entities concerned with marketing ethics ....................................... 37
4. Marketing as a science or an art issue .................................................... 38
5. The universality of marketing principles .............................................. 40
6. The marketing job opportunities issue ................................................... 41
7. Marketing status in the Arab World issue ............................................ 44
  Summary ................................................................................................. 45
  Important Terms .................................................................................... 46
  Discussion and Review Questions.......................................................... 46
  Application Questions ............................................................................ 46
  Cases ........................................................................................................ 47
Case 2.1 : Schweppes Soft Drinks ........................................................... 47
Case 2.2 : Roach Killer Producing Company .......................................... 48
  Chapter (2) Notes ................................................................................... 50
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Chapter 3 : The Marketing Environment .......................................................... 53
  Concept and Importance of the Marketing Environment .................. 54
  Competitive Environment...................................................................... 57
1. Types of competition ............................................................................. 57
2. Competitive structure............................................................................ 57
  Economic Environment ......................................................................... 59
1. State of the economy ............................................................................. 59
2. Buying power ........................................................................................ 60
  Political/Legal and Regulatory Environment ..................................... 61
1. Political environment............................................................................ 62
2. Legal environment ................................................................................ 62
3. Law-enforcement organizations .......................................................... 65
  Technological Environment .................................................................. 66
  Demographic Environment ................................................................... 68
  Sociocultural Environment ................................................................... 70
  Summary ................................................................................................. 72
  Important Terms ................................................................................... 74
  Discussion and Review Questions ......................................................... 74
  Application Questions ............................................................................ 75
  Cases ........................................................................................................ 76
Case 3.1 : The Public Company for Leather Products and Industries...... 76
Case 3.2 : Sainsbury's ............................................................................. 77
  Chapter (3) Notes.................................................................................... 80
PART II : STUDYING & ANALYZING BUYER BEHAVIOR ....................... 85
Chapter 4 : Studying and Analyzing Consumer Behavior................................. 86
  Concept and Importance of Consumer Behavior ............................... 87
  I. Cultural Factors ................................................................................ 92
  II. Social Factors ................................................................................... 94
  III. Personal Factors............................................................................... 97
  IV. Psychological Factors ...................................................................... 100
  Summary ................................................................................................ 108
  Important Terms .................................................................................... 110
  Discussion and Review Questions.......................................................... 110
  Application Questions ............................................................................ 111
  Cases ........................................................................................................ 112
Case 4.1 : Car Buying Decision in Kuwait .............................................. 112
Case 4.2 : City Center in Dubai................................................................ 113
  Chapter (4) Notes.................................................................................... 115
Chapter 5 : Studying and Analyzing Organizations' Buying Behavior............. 117
  Introduction............................................................................................. 118
  Characteristics of Organizational Market ........................................... 119
  Buying Situations and Buying Decisions ............................................. 122
1. The new task situation .......................................................................... 123
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2. Modified re-buy .................................................................................... 124
3. Straight re-buy ...................................................................................... 124
  Participants in the organization's Purchasing Process ....................... 124
  Variables Influencing Organizational Buying Behavior .................... 126
1. Environmental variables....................................................................... 126
2. Organizational variables ...................................................................... 127
3. Interpersonal variables......................................................................... 128
4. Individual/personal variables............................................................... 128
  The Organizations' Buying Process Stages .......................................... 129
1. Need/problem recognition .................................................................... 130
2. General /overall need description ........................................................ 130
3. Determining specifications ................................................................... 131
4. Searching for suppliers ........................................................................ 131
5. Request for offers.................................................................................. 132
6. Selecting the supplier(s) ....................................................................... 132
7. Determining ordering/supplying system............................................... 134
8. Performance evaluation........................................................................ 134
  Summary ................................................................................................. 135
  Important Terms .................................................................................... 136
  Discussion and Review Questions.......................................................... 136
  Application Questions ............................................................................ 137
  Cases ........................................................................................................ 138
Case 5.1 : Zamil Air Conditioners (ZAC)................................................ 138
Case 5.2 : Moffet Engineering Company ................................................. 140
  Chapter (5) Notes ................................................................................... 143
PART III : MARKETING RESEARCH & MARKET SEGMENTATION ...... 147
Chapter 6 : Marketing Research ......................................................................... 148
  Marketing Research and Marketing Information Systems. ............... 149
  Concept of MIS ...................................................................................... 150
  MIS Components .................................................................................... 151
1. Internal records .................................................................................... 151
2. Marketing decision support analysis .................................................... 152
3. Marketing intelligence .......................................................................... 152
4. Marketing research............................................................................... 153
  Marketing Research ............................................................................... 153
I. Importance of marketing research ....................................................... 153
II. The marketing research process ......................................................... 156
1. Identifying/locating the problem .................................................... 157
2. Determining types and sources of data........................................... 158
3. Determining research population and sample................................. 160
4. Designing data collection forms .................................................... 163
5. Data collection ................................................................................ 163
6. Verifying, coding, tabulating and analyzing data .......................... 166
7. Final report writing ......................................................................... 167
III. Additional topics................................................................................. 167
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1. Characteristics of a good research study......................................... 168
2. Marketing research ethics .............................................................. 170
3. Who takes the marketing research responsibility .......................... 170
  Summary ................................................................................................ 171
  Important Terms .................................................................................... 172
  Discussion and Review Questions ......................................................... 172
  Application Questions ........................................................................... 173
  Cases......................................................................................................... 174
Case 6.1 : Al-Jazirah Newspaper Survey ................................................. 174
Case 6.2 : Green Oasis Hotel.................................................................... 175
  Chapter (6) Notes ................................................................................... 177
Chapter 7 : Market Segmentation ...................................................................... 179
  Concept and Importance of Market Segmentation ............................. 180
I. Variables for Segmenting Consumer Market ...................................... 183
1. Geographic variables ..................................................................... 183
2. Demographic variables ................................................................... 184
3. Psychographic variables ................................................................. 184
4. Behavioral variables ....................................................................... 185
II. Organizations' Market Segmentation................................................... 185
1. Demographic variables ................................................................... 186
2. Operating variables......................................................................... 186
3. Purchasing approaches ................................................................... 186
4. Situational variables ....................................................................... 187
5. Personal characteristics................................................................... 187
  Market Segmentation Stages ................................................................ 188
  Evaluating and Selecting Target Markets ........................................... 189
1. Evaluating market segmentation ......................................................... 189
2. Evaluating and selecting market segments........................................... 190
  Targeting Strategies ............................................................................... 191
1. Undifferentiated strategy ...................................................................... 191
2. Differentiated strategy .......................................................................... 192
3. Concentrated strategy........................................................................... 194
  Positioning for Competitive Advantage................................................ 195
The concept of positioning........................................................................ 195
The concept of competitive advantage...................................................... 196
  Choosing a Positioning Strategy............................................................. 196
1. Identifying possible competitive advantage.......................................... 197
2. Choosing the right competitive advantages ......................................... 198
3. Selecting an overall positioning strategy.............................................. 199
  Summary ................................................................................................. 201
  Important Terms .................................................................................... 203
  Discussion and Review Questions ......................................................... 203
  Application Questions ............................................................................ 204
  Cases......................................................................................................... 205
Case 7.1 : Al-Zahraa Company for Modern Textiles............................... 205
Case 7.2 : Hesni Group............................................................................. 207
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  Chapter (7) Notes.................................................................................... 209
PART IV : THE MARKETING MIX ................................................................. 213
Chapter 8 : The Product : Basic Concepts.......................................................... 214
1. The product................................................................................................. 216
2. Product line and product mix ..................................................................... 218
3. Diversification, simplification and differentiation ..................................... 219
4. Types of products........................................................................................ 220
5. Types of consumer and industrial products................................................ 223
a. Consumer products