Download Essentials Of Marketing by Jim Blythe PDF

By Jim Blythe

Necessities of selling offers an summary of the ideas, helping theories and tactical decision-making techniques inquisitive about advertising and marketing. in addition to conventional advertising innovations, up to date issues equivalent to eco-friendly matters, post-modern pondering, dating advertising and marketing and ethics also are lined. This ebook is geared toward undergraduates taking an introductory advertising path.

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10 Chapter 1 • What do marketers do? 1 Marketing job titles and descriptions Job title Job description Brand manager Responsible for all the decisions concerning a particular brand. This concept was originally introduced at Mars; brand managers compete with each other as well as with other firms for market share in the chocolate bar market, even though they are all working for the same firm. This tends to result in greater efforts and greater corporate share all round. Product manager Responsible for all the decisions around a group of similar products within a firm.

6 The five forces are as follows: 1 The bargaining power of suppliers: the greater this is, the stronger the competitive pressures. 2 The bargaining power of customers: again, the stronger this is, the more competitive the environment. 3 Competitive structures Type of competitive structure Explanation Examples Perfect competition A large number of suppliers, no one Unregulated agricultural markets. The of which is powerful enough to international money markets. influence the supply level overall.

MARKETING JOBS In a sense, everybody in the organisation is responsible to some extent for ensuring that the consumers’ needs are met. 1. 10 Chapter 1 • What do marketers do? 1 Marketing job titles and descriptions Job title Job description Brand manager Responsible for all the decisions concerning a particular brand. This concept was originally introduced at Mars; brand managers compete with each other as well as with other firms for market share in the chocolate bar market, even though they are all working for the same firm.

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