Table of Contents

1 Introduction to marketing 1 2 The marketing environment and market analysis 37 3 Market research 73 4 Consumer behaviour 111 5 Business buying behaviour 145 6 Markets: segmentation, targeting and positioning 177 7 Product 213 8 Price 251 9 Promotion 297 10 Distribution (place) 345 11 Services marketing 385 12 Electronic marketing 419 13 International marketing 457 14 Marketing planning, implementation and evaluation 493 Appendix Marketing plan 523

About the Author

Greg Elliott is Professor of Business (Marketing) andAssociate Dean, International, in the Faculty of Business andEconomics at Macquarie University, a position he has held since2005. Prior to this, he was a Professor of Management in theMacquarie Graduate School of Management. Greg has extensive experience in teaching marketing in Australiaand overseas, and in course program management in South-East Asia.Before joining Macquarie University, he held academic appointmentsat the University of Technology, Sydney, the University of WesternAustralia and the University of Melbourne; and visitingappointments at Trinity College and University College, both inDublin, Ireland. Greg has published extensively in the academic marketingliterature and his current research interests are in the fields ofservices marketing, financial services and international marketing.Prior to his academic career, Greg spent over a decade in themarketing research and marketing planning area of the bankingindustry. More recently, his consulting activities have beenconcentrated in the banking, financial services and professionalservices sectors. Sharyn Rundle-Thiele is based in the Department ofMarketing in the Griffith Business School, Griffith University. Herteaching experience includes introductory marketing, marketingmanagement, market research and services marketing. In 2008 shereceived an Australian Learning and Teaching Council Award inrecognition of her outstanding contribution to studentlearning. Sharyn has published numerous papers in a diverse range ofacademic journals including the European Journal ofMarketing, Journal of Services Marketing, Journal ofConsumer Behaviour, Journal of Product and BrandManagement, Journal of Brand Management, TourismManagement, Journal of Retailing and Consumer Services,Business Horizons, Marketing Education Review and theInternational Journal of Bank Marketing. Her most recentfocus has been in the area of social marketing, and she isco-editor of the Journal of Social Marketing and theTreasurer of the Australian Association of Social Marketing. Prior to her academic career, Sharyn worked in sales, managementand marketing consultancy roles. Still actively involved withindustry, she has worked on a host of marketing projects forleading Australian profit and not-for-profit companies. Her currentprojects include a social marketing intervention for alcohol inYear 10 school students (funded by the Queensland CatholicEducation Commission and Griffith University) as well as a projectto determine customer preferences, funded by the Mater Hospital.She has experience in implementing commercial marketing activitiesto a targeted audience in order to achieve social or profit goals.She loves to spend time with her three daughters, Dayle, Gabrielleand Rhianna. She also plays and coaches netball in an attempt tostay fit, and enjoys reading and travel. David Waller is a Senior Lecturer in the School ofMarketing, University of Technology, Sydney. David received aBachelor of Arts from the University of Sydney, a Master ofCommerce from the University of NSW and a PhD from the Universityof Newcastle, Australia. He has over 20 years of experienceteaching marketing subjects at several universities, including theUniversity of Newcastle, the University of New South Wales andCharles Sturt University. He has taught offshore programs inMalaysia and China. Prior to his academic career, David worked inthe film and banking industries. His research has included projects on marketing communications,advertising agency client relationships, controversialadvertising, international advertising, marketing ethics andmarketing education. He has published over 50 refereed journalarticles in publications including the Journal ofAdvertising, Journal of Advertising Research,European Journal of Marketing, Journal of ConsumerMarketing, International Journal of Advertising and theJournal of Marketing Communications. David has also authoredor co-authored several books and workbooks that have been used incountries in the Asia Pacific region, and is a regularpresenter at local and international conferences.