Core Concepts of Marketing By John Burnett Pdf
Download Core Concepts of Marketing By John Burnett Pdf book free online – frpm Core Concepts of Marketing By John Burnett Pdf book; This text introduces students to the marketing strategies and tools that practitioners use to market their products. The book begins with a discussion of the marketing planning process, continues with a discussion of the preliminary tasks of developing the plan, and concludes with the tactics available to the marketing planner.
Marketers know that consumers are constantly picking up cues put out by the organization, or about the organization, that they use to form attitudes and beliefs about the organization. Many of these message-laden cues are controlled by the organization, including factors such as product design, product quality, price, packaging, outlet selection, advertising, and the availability of coupons. In this case, marketers follow basic communication principles that are discussed throughout this book. Most notably, there is a constant attempt to make sure that all of these elements deliver a consistent message, and that this message is understood and interpreted in the same way by the various consumers.
On the other hand, there are many message-laden cues that are not under the control of the marketer, yet may be more powerful in the minds of consumers, and that must be anticipated and dealt with by the marketers. A recent report that United Air Lines had the worst customer satisfaction scores created a downturn in both United’s stock and customer
reservations. Although there are many sources delivering such information, the three most prominent are employees, competitors, and the media.
Employees, from the president on down, are all considered representatives of the organization for which they work. Consumers often assume that the behavior, language, or dress of an employee is an accurate reflection of the entire organization. Making employees and possibly even former employees-positive ambassadors of the organization has becomeso important that a new term has emerged-internal marketing.