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

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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 ............................................................................................................. 223
b. Industrial/business products................................................................................................. 224
6. Branding and labeling ......................................................................................................... 227
a. Branding............................................................................................................................. 227
b. Labeling ............................................................................................................................ 229
7. Packaging .......................................................................................................................... 230
8. Warranty and service........................................................................................................... 231
a. Warranty ........................................................................................................................... 231
b. Service .............................................................................................................................. 232
  Summary ........................................................................................................................... 233
  Important Terms .............................................................................................................. 234
  Discussion and Review Questions..................................................................................... 235
  Application Questions ...................................................................................................... 235
  Cases................................................................................................................................. 237
Case 8.1 : The Generic Products .............................................................................................. 237
Case 8.2 : SADAFCO Ice Cream Line......................................................................................... 239
  Chapter (8) Notes ............................................................................................................. 242
Chapter 9 : Product : Development and Management ...................................................... 244
I. Developing New Products................................................................................................ 245
The Concept of New Product.................................................................................................... 245
Importance of New Products ................................................................................................... 246
The Progressive Reduction Approach ........................................................................................ 248
1. Idea generation................................................................................................................... 248
2. Idea screening ................................................................................................................... 249
3. Concept development and testing.......................................................................................... 249
4. Business analysis ................................................................................................................ 250
5. Product development .......................................................................................................... 250
6. Test marketing ................................................................................................................... 250
7. Product commercialization ................................................................................................... 254
II. Managing Existing Products........................................................................................... 256
1. Product line extensions ....................................................................................................... 256
2. Product modifications.......................................................................................................... 257
3. Product deletions ................................................................................................................ 259
III. Product Life Cycle ........................................................................................................ 260
1. Concept and stages of PLC .................................................................................................. 261
2. Marketing strategies ............................................................................................................ 262
3. Important issues and questions............................................................................................. 265
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  Summary ........................................................................................................................... 268
  Important Terms .............................................................................................................. 269
  Discussion and Review Questions..................................................................................... 270
  Application Questions ...................................................................................................... 271
  Cases................................................................................................................................. 272
Case 9.1 : Al-Arabi Toshiba..................................................................................................... 272
Case 9.2 : Al-Wadi Company for Dairy Products ........................................................................ 273
  Chapter (9) Notes.............................................................................................................. 275
Chapter 10 : Product : Service, Organization and Idea ..................................................... 277
I. Marketing of Services ..................................................................................................... 278
1. Concept and classifications of service..................................................................................... 279
2. Characteristics of services .................................................................................................... 282
3. Tasks of service marketing department ................................................................................. 286
II. Organizations and Idea Marketing ............................................................................... 290
1. Organization marketing........................................................................................................ 292
2. Idea marketing ................................................................................................................... 295
  Summary ........................................................................................................................... 298
  Important Terms .............................................................................................................. 300
  Discussion and Review Questions .................................................................................... 300
  Application Questions ...................................................................................................... 301
  Cases ................................................................................................................................ 302
Case 10.1 : Bank of Jordan ..................................................................................................... 302
Case 10.2 : Kuwait Institute for Scientific Research ..................................................................... 304
  Chapter (10) Notes ........................................................................................................... 307
Chapter 11 : Price .............................................................................................................. 309
  Definition of Price. ........................................................................................................... 310
1. The traditional concept......................................................................................................... 310
2. The generic concept ............................................................................................................ 310
  Importance of Price .......................................................................................................... 311
1. Price-effect on demand and supply........................................................................................ 313
2. Price is the basis for generating revenues and profits .............................................................. 314
3. Price-flexibility ................................................................................................................... 314
  Pricing Objectives ............................................................................................................. 315
1. Survival ............................................................................................................................. 315
2. Maximum current profits ..................................................................................................... 315
3. Maximum current revenue.................................................................................................... 315
4. Maximum sales growth ....................................................................................................... 315
5. Maximum market skimming ................................................................................................. 316
6. Product-quality leadership ................................................................................................... 316
  Important Pricing Requirements ..................................................................................... 316
1. Demand estimate in relation to price ..................................................................................... 316
2. Costs estimate .................................................................................................................... 319
3. Analyzing competitors' cost, prices and offers ........................................................................ 319
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I. Pricing a New Product .................................................................................................... 320
1. Market skimming strategy..................................................................................................... 320
2. Market penetration strategy ................................................................................................. 321
II. Modifying Existing Product Price................................................................................... 322
1. Temporary modification ...................................................................................................... 322
2. Price change ...................................................................................................................... 325
  Pricing Methods ................................................................................................................ 327
1. Cost-oriented pricing methods ............................................................................................. 327
2. Demand/market-oriented methods ....................................................................................... 328
  Psychological Prices.......................................................................................................... 330
1. Odd-even prices ................................................................................................................. 330
2. Customary prices ................................................................................................................ 330
3. Surrogate prices.................................................................................................................. 331
  Summary ........................................................................................................................... 331
  Important Terms .............................................................................................................. 332
  Discussion and Review Questions .................................................................................... 333
  Application Questions ...................................................................................................... 334
  Cases ................................................................................................................................ 335
Case 11.1 : Shop and Save ...................................................................................................... 335
Case 11.2 : Student Union Cafeteria ......................................................................................... 338
  Chapter (11) Notes ........................................................................................................... 340
Chapter 12 : Promotion : An Overview............................................................................... 341
  Concept and Elements of Promotion ............................................................................... 342
1. Advertising .........................................................................................................................343
2. Personal selling (communication) ......................................................................................... 344
3. Publicity............................................................................................................................. 344
4. Sales promotion ................................................................................................................. 344
  Objectives of Promotion.................................................................................................... 347
1. To inform .......................................................................................................................... 347
2. To persuade ...................................................................................................................... 347
3. To reinforce ....................................................................................................................... 347
4. To remind.......................................................................................................................... 348
5. Other objectives ................................................................................................................. 348
  Promotion Mix Composition ............................................................................................. 349
1. Type of product and customer. ............................................................................................ 349
2. Product life cycle. ............................................................................................................... 349
3. Nature of competition and competitors' behavior .................................................................... 350
4. Resources allocated to promotion ......................................................................................... 350
5. Distribution channel strategy ................................................................................................ 350
  Methods of Determining the Promotion Budget .............................................................. 351
1. Percentage-of-sales method.................................................................................................. 351
2. Competitors' budget (competitive parity) method. .................................................................. 352
3. Available funds (affordable) method ..................................................................................... 353
4. Objective-and-task method. ................................................................................................. 353
viii
  Promotion as a Communication Process. ......................................................................... 354
  Evaluating Promotion ....................................................................................................... 358
  Summary ........................................................................................................................... 360
  Important Terms .............................................................................................................. 361
  Discussion and Review Questions..................................................................................... 362
  Application Questions ...................................................................................................... 363
  Cases................................................................................................................................. 364
Case 12.1 : Tasty Ice Cream Company ..................................................................................... 364
Case 12.2 : KFC Promotion in Egypt.......................................................................................... 365
  Chapter (12) Notes............................................................................................................ 367
Chapter 13 : Promotion : Advertising and Personal Selling .............................................. 369
I. Advertising....................................................................................................................... 371
1. Concept and importance of advertising.................................................................................. 371
2. Types of advertising............................................................................................................ 373
3. Advertising decisions .......................................................................................................... 379
4. Advertising creativity........................................................................................................... 383
II. Personal Selling ............................................................................................................. 385
1. Concept and importance of personal selling ........................................................................... 385
2. The selling process ............................................................................................................. 387
3. Management of the salesforce .............................................................................................. 389
  Summary ........................................................................................................................... 393
  Important Terms .............................................................................................................. 396
  Discussion and Review Questions .................................................................................... 396
  Application Questions ...................................................................................................... 397
  Cases................................................................................................................................. 398
Case 13.1 : Cotton Tips Producing Company ............................................................................. 398
Case 13.2 : AOI Furnace Burner. ............................................................................................. 400
  Chapter (13) Notes ........................................................................................................... 402
Chapter 14 : Place (Distribution)........................................................................................ 405
  Concept and Importance of Distribution ......................................................................... 406
  I. Distribution Channel(s) ................................................................................................. 410
Types of Distribution Channels ................................................................................................ 410
Distribution Channel Behavior .................................................................................................. 412
Distribution Channel Management ............................................................................................ 413
Designing and Managing Distribution Channels........................................................................... 413
  II. Distribution Outlets...................................................................................................... 419
Wholesaling Outlets................................................................................................................. 419
Types of Wholesaling Outlets ................................................................................................... 419
Retailing Outlets ..................................................................................................................... 421
1. Store retailing .................................................................................................................... 421
2. Non-store retailing............................................................................................................... 425
  Summary. .......................................................................................................................... 427
  Important Terms .............................................................................................................. 429
ix
  Discussion and Review Questions .................................................................................... 430
  Application Questions ...................................................................................................... 430
  Cases ................................................................................................................................ 432
Case 14.1 : Disney Consumer Products in Lebanon (A) .............................................................. 432
Case 14.2 : Peter Rabbit Store.................................................................................................. 434
  Chapter (14) Notes ........................................................................................................... 437
PART V : MARKETING MANAGEMENT ............................................................................... 441
Chapter 15 : Marketing Planning ....................................................................................... 442
  Basic Concepts in Planning .............................................................................................. 444
  The Marketing Planning Process ..................................................................................... 445
1. Current marketing situation analysis. .................................................................................... 446
2. Strengths/weaknesses and opportunities/threats analysis ........................................................ 449
3. Setting the marketing objectives ........................................................................................... 450
4. Formulating marketing strategies ......................................................................................... 451
5. Estimating expected outcomes.............................................................................................. 453
6. Formulating action programs................................................................................................ 453
7. Controlling the plan............................................................................................................. 453
  Marketing Decision-Making ............................................................................................. 455
1. Identifying/locating the problem........................................................................................... 456
2. Identifying the alternative courses of action............................................................................ 457
3. Analyzing and evaluating the alternatives............................................................................... 458
4. Choosing the right alternative .............................................................................................. 458
  Summary ........................................................................................................................... 459
  Important Terms .............................................................................................................. 460
  Discussion and Review Questions .................................................................................... 461
  Application Questions ...................................................................................................... 461
  Cases ................................................................................................................................ 462
Case 15.1 : Kmart Stores ........................................................................................................ 462
Case 15.2 : Eastern Tobacco Company...................................................................................... 464
  Chapter (15) Notes ........................................................................................................... 466
Chapter 16 : Organizing Marketing.................................................................................... 468
  Evolution of the Marketing Department .......................................................................... 470
1. A simple sales department ................................................................................................... 470
2. Sales and other marketing functions department .................................................................... 470
3. Independent marketing department ...................................................................................... 470
4. The modern marketing department....................................................................................... 471
5. The modern marketing organization ..................................................................................... 471
  Bases for Classifying and/or Grouping Marketing Activities............................................ 471
1. The functional basis............................................................................................................. 471
2. The product (brand) basis ................................................................................................... 472
3. The customer (market) basis................................................................................................ 473
4. The geographical basis......................................................................................................... 474
5. The multiple basis .............................................................................................................. 475
  Relationships Between Marketing and Other Departments............................................ 477
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  The Firm's Marketing-Orientation.................................................................................... 481
  Summary. ......................................................................................................................... 486
  Important Terms .............................................................................................................. 487
  Discussion and Review Questions..................................................................................... 488
  Application Questions ...................................................................................................... 488
  Cases ................................................................................................................................ 489
Case 16.1 : Sierra National Bank .............................................................................................. 489
Case 16.2 : Pride Jet Skies Company ........................................................................................ 492
  Chapter (16) Notes ........................................................................................................... 495
Chapter 17 : Controlling Marketing Activities ................................................................... 496
  The Concept of Marketing Control.................................................................................... 497
  The Marketing Control Process ........................................................................................ 497
1. Setting the control standards ............................................................................................... 498
2. Measuring actual performance............................................................................................... 498
3. Evaluating performance ....................................................................................................... 498
4. Taking corrective actions ..................................................................................................... 499
  Types of Marketing Control ............................................................................................. 499
I. Annual Plan Control............................................................................................................. 501
II. Profitability Control ............................................................................................................ 505
  Marketing Profitability Analysis Steps............................................................................. 506
1. Determining the marketing functions expenses ...................................................................... 506
2. Allocating marketing function expenses ................................................................................. 506
3. Preparing profit-and-loss statement....................................................................................... 507
III. Efficiency Control .............................................................................................................. 508
IV. Strategic Control................................................................................................................ 511
1. Marketing effectiveness rate ................................................................................................. 511
2. The marketing audit............................................................................................................ 512
3. Marketing excellence review ................................................................................................. 514
4. Company ethical and social responsibility review .................................................................... 514
  Summary ........................................................................................................................... 515
  Important Terms .............................................................................................................. 516
  Discussion and Review Questions .................................................................................... 516
  Application Questions ...................................................................................................... 517
  Cases ................................................................................................................................ 518
Case 17.1 : Hikma Pharmaceuticals (A) .................................................................................... 518
Case 17.2 : Arabian Furniture Company.................................................................................... 520
  Chapter (17) Notes .......................................................................................................... 523
PART VI : ADDITIONAL TOPICS ........................................................................................ 527
Chapter 18 : International Marketing ............................................................................... 528
  Concept and Importance of International Marketing...................................................... 529
  Problems of International Marketing Research .............................................................. 531
1. Sources of data .................................................................................................................. 531
2. Personal interviews ............................................................................................................. 532
3. Using telephones................................................................................................................. 532
xi
4. Questionnaires.................................................................................................................... 532
  1. International trade system .......................................................................................... 533
  2. Economic environment.................................................................................................. 534
  3. Political/legal environment ......................................................................................... 535
  4. Socio-cultural environment........................................................................................... 537
  Selecting International Market(s) ................................................................................... 541
  International markets Entry Strategies........................................................................... 543
. Exporting ............................................................................................................................ 543
2. Joint Venturing .................................................................................................................. 544
3. Direct investment ............................................................................................................... 545
  International Marketing Mix............................................................................................. 545
1. Product ............................................................................................................................. 546
2. Promotion ......................................................................................................................... 546
3. Price.................................................................................................................................. 547
4. Distribution......................................................................................................................... 547
  Summary ........................................................................................................................... 549
  Important Terms .............................................................................................................. 550
  Discussion and Review Questions .................................................................................... 551
  Application Questions ...................................................................................................... 552
  Cases ................................................................................................................................ 553
Case 18.1 : Hikma Pharmaceuticals (B)...................................................................................... 553
Case 18.2 : Disney Consumer Products in Lebanon (B) ............................................................... 555
  Chapter (18) Notes ........................................................................................................... 559
Chapter 19 : Contemporary Trends in Marketing .............................................................. 561
1. Internal marketing .............................................................................................................. 563
2. Relationship marketing and CRM........................................................................................... 565
3. Innovative (creative) marketing............................................................................................. 569
4. Green marketing ................................................................................................................ 573
5. Electronic (E) marketing ...................................................................................................... 576
6. Strategic marketing.............................................................................................................. 580
  Summary ........................................................................................................................... 582
  Important Terms .............................................................................................................. 585
  Discussion and Review Questions .................................................................................... 585
  Application Questions ...................................................................................................... 586
  Cases ................................................................................................................................ 587
Case 19.1 : Innovative Marketing in Supermarkets ..................................................................... 587
Case 19.2 : Relationship Marketing in Kuwaiti Companies ........................................................... 590
  Chapter (19) Notes ........................................................................................................... 593
Selected References........................................................................................................... 597
 

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تحذير من انتهاك سياسية الخصوصية                            Updated: 16/7/2009