Table Of ContentPROM_A01.QXD 4/16/07 10:51 AM Page i
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fourth edition
Dr Frances Brassington
Senior Lecturer
Oxford Brookes University
Dr Stephen Pettitt
Deputy Vice Chancellor
University of Luton
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Pearson Education Limited
Edinburgh Gate
Harlow
Essex CM20 2JE
England
and Associated Companies throughout the world
Visit us on the World Wide Web at:
www.pearsoned.co.uk
First published under the Pitman Publishing imprint 1997
Second edition 2000Third edition 2003
Fourth edition 2006
© Frances Brassington and Stephen Pettitt 1997
© Pearson Education Limited 2000,2006
The rights of Frances Brassington and Stephen Pettitt to be identified as authors of this work have
been asserted by them in accordance with the Copyright,Designs,and Patents Act 1988.
All rights reserved. No part of this publication may be reproduced,stored in a retrieval system,
or transmitted in any form or by any means,electronic,mechanical,photocopying,recording,
or otherwise without either the prior written permission of the Publishers or a licence permitting
restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd,
90 Tottenham Court Road,London W1T 4LP.
All trademarks used herein are the property of their respective owners. The use of any trademark in
this text does not vest in the author or publisher any trademark ownership rights in such trademarks,
nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners.
ISBN: 978-0-273-69559-2
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library.
Library of Congress Cataloging-in-Publication Data
Brassington,Frances.
Principles of marketing / Frances Brassington,Stephen Pettitt. --4th ed.
p. cm.
Includes bibliographical references and index.ISBN-13: 978-0-273-69559-2
ISBN-10: 0-273-69559-2
1. Marketing. I. Pettitt,Stephen. II. Title.
HF5415.B634 2006
658.8--dc22
2006045653
10 9 8 7 6 5 4 3 2
10 09 08 07
Typeset by 30 in 10.25/11.5pt Minion
Printed and bound by Mateu Cromo Artes Graficas,Madrid,Spain
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Dedicated to the memory of Janina Emmott (1947–2005),a loving and inspirational sister,
and Sheena Harland (1954–2005),not only a valued and respected colleague
but the best friend anyone could have.
You are both so sorely missed.
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PROM_A01.QXD 4/16/07 10:51 AM Page vii
brief contents
(cid:2)
part one marketing and its environment
1
1 Marketing dynamics 5
2 The European marketing environment 47
(cid:2)
part two customers and markets
97
3 Consumer behaviour 100
4 B2B buying behaviour 145
5 Segmenting markets 192
6 Marketing information and research 227
(cid:2)
part three product
283
7 Anatomy of a product 287
8 Product management 337
9 New product development 382
(cid:2)
part four price
427
10 Pricing: context and concepts 431
11 Pricing strategies 469
(cid:2)
part five place 513
12 Marketing channels and logistics 518
13 Retailers and wholesalers 574
(cid:2)
part six promotion 625
14 Integrated marketing communication 630
15 Advertising 668
16 Sales promotion 719
17 Personal selling and sales management 765
18 Direct marketing and exhibitions 815
19 Public relations and sponsorship 874
(cid:2)
part seven marketing management 929
20 Strategic marketing 935
21 Marketing planning,management and control 993
22 Services and non-profit marketing 1051
23 International marketing 1111
24 E-marketing and new media 1162
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PROM_A01.QXD 4/16/07 10:51 AM Page ix
contents
Guided tour xiv part two
Preface xxii
customers and markets
About the authors xxviAcknowledgements xxvii
Video review case: MTV: rocking all over
part one
the world 99
marketing and its environment
3 Consumer behaviour 100
Learning objectives 100
Video review case: ‘Let Bertolli bring some Italian Introduction 100
“gusto” – a taste for life – into your home’ 3 The decision-making process 102
Buying situations 112
Environmental influences 115
1 Marketing dynamics 5
Psychological influences: the individual 117
Learning objectives 5 Sociocultural influences: the group 125
Introduction 5 Chapter summary 137
Marketing defined 7 Key words and phrases 137
The marketing concept in the organisation 24 Questions for review 138
Marketing management responsibilities 28 Questions for discussion 138
Marketing scope 34 Case study 3.1 Reaching the youth market:
Chapter summary 38 euroteens 138
Key words and phrases 39 Case study 3.2 ‘Vend me your leers’ 140
Questions for review 39 References 142
Questions for discussion 39
Case study 1.1 Mais l’innocence enfin n’a rien à 4 B2B buying behaviour 145
redouter 40
Learning objectives 145
Case study 1.2 Tween queens 42
Introduction 145
References 44
Defining B2B marketing 146
B2B customers 149
2 The European marketing environment 47
Characteristics of B2B markets 152
Learning objectives 47 Buying decision-making process 162
Introduction 47 Roles in the buying process 168
The nature of the European marketing The buying centre 172
environment 49 Buying criteria 175
The sociocultural environment 53 The changing nature of supply chains 179
The technological environment 64 Chapter summary 183
The economic and competitive environment 71 Key words and phrases 183
The political and regulatory environment 80 Questions for review 184
Chapter summary 90 Questions for discussion 184
Key words and phrases 91 Case study 4.1 Alstom China 184
Questions for review 91 Case study 4.2 Supplying rolling stock 187
Questions for discussion 91 References 189
Case study 2.1 Does the muffin herald a new
ice age? 91 5 Segmenting markets 192
Case study 2.2 Flower power 93
Learning objectives 192
References 95
Introduction 192
Video review case questions 96
The concept of segmentation 193
Segmenting B2B markets 194
Segmenting consumer markets 197
Implementation of segmentation 212
Benefits of segmentation 217
