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Essentials of Marketing
Management

The overall success of an organization is dependent on how marketing is able to inform strategy and
maintain an operational focus on market needs.
With an array of examples and case studies from around the world, Lancaster and Massingham
offer an alternative to the traditional American focused teaching materials currently available.
Providing a comprehensive overview of the principles and practice of marketing management, topics
covered include:

n consumer and organizational buyer behaviour

n product and innovation strategies
n direct marketing
n e-marketing
n a companion website provides additional material for lecturers and students alike: www.
routledge.com/textbooks/9780415553476.

Designed and written for business and management studies undergraduates, postgraduates and
professional marketing management candidates, Essentials of Marketing Management builds on
successful earlier editions to provide a solid foundation to understanding this core topic. End-of-
chapter cases and an extensive companion website containing longer strategic cases and solutions
provide additional support to students, making this an essential companion.

Geoff Lancaster is Dean of Academic Studies at London School of Commerce, UK. He is also
Chairman of the Durham Associates Group Ltd.

Lester Massingham is Chairman of CMC Group, a management development and consulting

company with businesses in South East Asia, the Middle East and Europe.
Essentials of Marketing
Management

Geoff Lancaster and

Lester Massingham
First published 2011
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN

Simultaneously published in the USA and Canada

by Routledge
270 Madison Ave, New York, NY 10016

Routledge is an imprint of the Taylor & Francis Group, an Informa business

This edition puablished in the Taylor & Francis e-Library, 2010.

To purchase your own copy of this or any of Taylor & Francis or Routledge’s
collection of thousands of eBooks please go to www.eBookstore.tandf.co.uk.

© 2011 Geoff Lancaster and Lester Massingham

All rights reserved. No part of this book may be reprinted or

reproduced or utilised in any form or by any electronic, mechanical,
or other means, now known or hereafter invented, including photocopying
and recording, or in any information storage or retrieval system,
without permission in writing from the publishers.

British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

Library of Congress Cataloguing in Publication Data

Lancaster, Geoffrey, 1938–.
Essentials of marketing management/Geoff Lancaster and
Lester Massingham.
p. cm.
Includes bibliographical references and index.
1. Marketing – Management. I. Massingham, Lester. II. Title.
HF5415.13.L335 2010
658.8 – dc22 2010002512

ISBN 0-203-84720-2 Master e-book ISBN

ISBN: 978–0–415–55346–9 (hbk)

ISBN: 978–0–415–55347–6 (pbk)
ISBN: 978–0–203–84720–6 (ebk)
Contents

List of case studies xv

List of boxes xvii
List of figures xix
List of tables xxii
Preface xxiii

1 Development of a strategic approach to

marketing: its culture; internal macro- and
external micro-environmental issues 1

Introduction 2
The origin and development of marketing 2
Marketing orientation 9
Marketing management 12
The need for a strategic approach to marketing 16
The concept of strategic business units 17
Strategic marketing planning 19
Steps and inputs to developing a strategic marketing plan 21
Trends and developments in marketing concepts and applications 29
Summary 33
Key terms 34
Case Study 35
References 37
vi Contents

2 Markets and customers: consumer and organizational

buyer behaviour and marketing strategy 39

Introduction 40
The scope and complexity of buyer behaviour 40
Buyer behaviour models 42
Researching buyer behaviour 43
Consumer buyer behaviour 46
Organizational buying behaviour 55
Trends in organizational purchasing 59
Strategic implications of buyer behaviour 62
Summary 65
Key terms 66
Case Study 67
References 68

3 Markets and customers: market boundaries;

target marketing 69

Introduction 70
The concept of a market: defining market boundaries 70
Customer functions, technology and customer group-based definitions 74
Market segmentation, targeting and positioning 77
Advantages of target marketing: criteria for effective segmentation 79
Steps in target marketing 81
Developments in consumer segmentation techniques: databases, one-to-one
marketing and the Internet 92
Bases for segmenting organizational/industrial markets 93
Segment evaluation: choice of targeting strategies and market targets 97
Targeting strategies 98
Product positioning and market development 99
Repositioning within existing segments 102
Summary 103
Key terms 103
Case Study 104
References 105

4 Product and innovation strategies 107

Introduction 108
Elements of product strategy 108
 Contents vii

Product mix decisions 110

Product life cycle 111
Using the life cycle concept 113
Implementing product strategies 117
Managing the product line: new product development; product life cycle
extension strategies 118
Service products 123
New product development and innovation 124
The meaning and scope of innovation 125
Technological forecasting 133
Developing and launching new products 137
The Internet and new product development 154
Summary 155
Key terms 155
Case Study 156
References 157

5 Pricing strategies 159

Introduction 160
The economist’s view of pricing 160
A framework for pricing decisions: key inputs 161
Cost considerations 169
Competitor considerations 172
Pricing methods 173
Pricing/marketing strategies for different competitive positions 182
Pricing of services 184
Clues to effective pricing strategies 184
Developments and further issues in pricing concepts and practice 185
Summary 186
Key terms 187
Case Study 187
References 188

6 Channels of distribution and logistics 190

Introduction 191
The consumer wants cycle 191
The producer–user gap 191
Demand stimulus 191
Distribution system design 192
viii Contents

Strategic channel choices 192

Types and classification of channels 193
Structure of marketing channels 199
Flows in marketing channels 202
Channel co-ordination 204
Channel conflict 206
The dynamic nature of channels 211
Physical distribution and logistics 213
Designing and operating a business logistics system: marketing strategy implications 221
Developments and trends in logistics 227
The Internet 229
Summary 229
Key terms 230
Case Study 231
References 232

7 Communications strategy 234

Introduction 235
Understanding marketing communications 235
Implications of the communications process 235
Marketing communications 237
Planning marketing communications strategies 238
Advertising 245
Sales promotion 258
Public relations and sponsorship 265
Summary 268
Key terms 268
Case Study 269
References 270

8 Sales management 272

Introduction 273
Role of the sales force 273
Types of sales force 274
Types of selling job 275
Role of selling within marketing 276
Recruitment and selection of salespeople 277
Training 280
The sales sequence: the seven steps model 286
 Contents ix

Effective communication 288

Managing and controlling the sales force 288
Sales performance 289
Remuneration 294
Sales force size 296
Sales office administration 296
Developments in selling and sales management 297
Relationship marketing 298
Summary 299
Key terms 300
Case Study 300
References 301

9 Customer care and relationship marketing 303

Introduction 304
Customer care 304
Steps in establishing a customer care programme 307
Customer care and the marketing process 310
Customer care and quality 312
Customer care and customer service 314
Relationship marketing 315
Relationship marketing and transactional marketing compared and contrasted 316
Branding and relationship marketing 319
The implications of relationship marketing 319
Summary 323
Key terms 323
Case Study 324
References 324

10 Direct marketing 326

Introduction 327
Objectives of direct marketing 329
Scope of direct marketing 330
Direct mail 331
Direct response advertising 333
Practical aspects of database marketing 334
Consumer direct mail 335
Business direct mail 336
Mail order 337
x Contents

Using the Internet as a direct marketing tool 339

Telephone marketing 340
Other direct marketing applications 342
Direct personal selling 343
Multi-level marketing (MLM) 344
Summary 346
Key terms 346
Case Study 347
References 348

11 Sales forecasting 349

Introduction 350
Aid to marketing planning 350
Short, medium and long-term forecasting 351
Corporate objectives 352
Functional objectives 354
Sales budgets and their uses 356
Need for profit planning and its derivation 357
Techniques of forecasting 358
Appropriateness of technique chosen 363
Measures of value or volume? 363
Importance of accurate forecasts 364
The sales forecasting system 364
The time factor 366
Summary 367
Key terms 367
Case Study 368
References 368

12 Marketing information systems and research 369

Introduction 370
Information requirements 370
Inputs to the MkIS 373
The market intelligence system 375
The marketing research system 380
Industrial marketing research (B2B) 384
International marketing research 385
The research brief and the research proposal 386
Need for an MkIS 387
 Contents xi

Application of an MkIS 388

Developments in marketing information systems technology: databases 389
Summary 391
Key terms 391
Case Study 392
References 393

13 Analysing the environment: (opportunities and threats)

and appraising resources (strengths and weaknesses) 394

Introduction 395
Importance of analysing the environment 395
Range and level of environmental factors 397
Intra-firm environment 398
Micro-environment 398
Macro-environment 399
Environmental scanning 401
Strategic decision making 404
Forecasting the future 405
Assessing the impact of environmental trends 405
Traditional view of competitive industry structures 407
Strategic group analysis 410
The concept of value chains 420
Profiling systems in evaluating strengths and weaknesses 423
Relationship to other areas of strategic marketing planning 426
Summary 428
Key terms 429
Case Study 430
References 431

14 Evaluating and controlling strategic marketing 432

Introduction 433
The essentials of the control process 434
The control process in action 435
Key areas for control in marketing 438
The marketing audit 448
Summary 454
Key terms 454
Case Study 455
References 455
xii Contents

15 Strategic marketing planning tools 456

Introduction 457
Porter’s model of industry/market evolution 457
Arthur D. Little’s industry maturity/competitive position matrix 459
The experience curve effect in strategic marketing planning 461
Comprehensive tools of strategic marketing planning 464
The Boston Consulting Group’s (BCG) growth/share matrix 465
The McKinsey/General Electric business screen 468
The Shell directional policy matrix 473
The product life cycle portfolio matrix 475
Profit impact of marketing strategy (PIMS) 478
Green portfolio analysis 480
Summary 481
Key terms 482
Case Study 482
References 483

16 Global marketing 484

Introduction 485
The growth of international/global marketing 485
International marketing definitions: levels of involvement in international
marketing 488
International marketing management: differences and special issues 490
Cultural and social forces in international marketing 490
International marketing strategies and decisions 493
The extent of involvement and commitment to international markets 494
Methods of market entry 495
The marketing mix strategies to be used 496
Marketing organization and implementation for developing international markets 499
International marketing research and information systems 500
Summary 501
Key terms 501
Case Study 502
References 502

17 Services marketing and not-for-profit marketing 503

Introduction 504
Services marketing 504
 Contents xiii

Service product characteristics: intangibility and non-ownership 504

Inseparability 506
Perishability 506
Variability 507
The marketing mix for services 507
Implications for marketing of service products 512
Not-for-profit marketing 515
Summary 517
Key terms 517
Case Study 517
References 518

Index 519
Case studies

Chapter 1
Beckett Organics 35

Chapter 2
Six to Seven 67

Chapter 3
Bon Voyage 104

Chapter 4
Novelty Creations 156

Chapter 5
ACME Engineering 187

Chapter 6
Starfish (channels of distribution) 231
Radiance Products (logistics) 232

Chapter 7
Global International plc 269
xvi Case studies

Chapter 8
Shakesheff Web Design 300

Chapter 9
Infotech 324

Chapter 10
Woodvale Products Ltd 347

Chapter 11
Scalar Products 368

Chapter 12
Dashdish 392

Chapter 13
Pathological Investigations Ltd 430

Chapter 14
Helensgate Glass Ltd 455

Chapter 15
Breakdown Products plc 482

Chapter 16
Fashionista Mode 502

Chapter 17
Marine Services Ltd 517
Boxes

Chapter 1
Driving a Hard Bargain 7
Cutting Back on Expenses 33

Chapter 2
Keeping a Cutting Edge 42
Kettling 44
A Shocking Example 54

Chapter 3
Taking the Mickey 72
Given the Boot 73
Salt of the Earth 79
Stuck for Choice 80

Chapter 4
Keep Taking the Tablets 115
Life After Death 124
Project SAPPHO 128
The McKinsey Report 129

Chapter 5
All’s Fair 165
xviii Boxes

Chapter 6
Woolly Thinking 203
Bare Bellies Update 208

Chapter 7
Rubbermaid 257
Have One On Me 264

Chapter 8
McDonald’s 278
Selling to the Sellers 280
The Devil’s in the Detail 291
Looking up to ‘Big Blue’ 297

Chapter 9
Spread the Word – But Be Careful! 307

Chapter 10
Book a Place in History 336

Chapter 11
Back to Your Roots 351
Figures

1.1 The distinction between sales and market orientations 10

1.2 Traditional organisation chart 13
1.3 The place of marketing in the modern organisation 14
1.4 The strategic marketing planning process 28
2.1 A ‘black box’ model 43
2.2 Simplified model of consumer buying behaviour 47
2.3 Maslow’s hierarchy of needs 52
2.4 Organizational buying process 56
2.5 Influences on organizational buying 58
2.6 Knowledge of consumer behaviour faciltitates development of successful
marketing strategies 63
3.1 A ‘business problem analysis function’ 74
3.2 Market boundary definition 76
3.3 An illustrative market cell 76
3.4 The meaning of market segments 78
3.5 Segmenting the market for hi-fi by income 82
3.6 Further segmentation of each income group based on age 82
3.7 Complete market segmentation 83
3.8 An approach to segmenting industrial markets 95
3.9 A ‘nested’ approach to industrial market segmentation 96
3.10 Examples of objective attributes 100
3.11 Examples of subjective attributes 100
3.12 Hypothetical positioning map: instant coffee market 101
4.1 A hypothetical product mix for Personal Products Ltd 111
4.2 The product life cycle concept (PLC) 112
4.3 Alternative product life cycle patterns 116
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