Summary Principles and Practice of Marketing, Ninth Edition David Jobber and
Fiona Ellis-Chadwick
PART 1
Chapter 1 - Marketing and the organization
1. Definition of marketing: Marketing is a process of planning and executing the
conception, pricing, promotion, and distribution of ideas, goods, and services to
create exchanges that satisfy individual and organizational objectives.
2. Core concepts of marketing: The core concepts of marketing include customer
needs, wants, and demands; market offerings; value and satisfaction; exchange and
relationships; and markets.
3. Marketing management: Marketing management involves analyzing market
opportunities, selecting target markets, designing marketing strategies, developing
marketing plans, and managing the marketing mix.
4. Evolution of marketing: Marketing has evolved over time and includes different eras
such as the production era, product era, sales era, marketing era, and societal
marketing era.
5. Challenges in marketing: Some of the challenges that marketers face today include
the globalization of markets, rapid technological change, increased competition,
changing customer needs and preferences, and ethical concerns.
6. Importance of marketing: Marketing plays a crucial role in creating value for
customers, building strong customer relationships, generating revenue for
businesses, and contributing to society as a whole.
, 2 - The marketing environment
1. The marketing planning process: The marketing planning process involves analyzing
the market, identifying opportunities, developing marketing strategies, implementing
the strategies, and monitoring and evaluating the results.
2. Marketing strategy: A marketing strategy is a plan of action that outlines how a
company will achieve its marketing objectives. It involves identifying target markets,
positioning the product, and creating a marketing mix.
3. The marketing mix: The marketing mix consists of the 4Ps - product, price, place,
and promotion. It is a combination of marketing elements that a company uses to
achieve its marketing objectives in a target market.
4. Market segmentation: Market segmentation involves dividing the market into distinct
groups of customers with different needs and wants. It helps companies to identify
the most profitable target markets and design marketing strategies that are tailored to
their specific needs.
5. Targeting: Targeting involves selecting one or more market segments to focus on and
tailoring the marketing mix to meet the needs and wants of that segment.
6. Positioning: Positioning is the process of creating a unique image and reputation for
a product in the minds of the target customers. It involves developing a distinctive
value proposition that differentiates the product from its competitors.
7. Marketing planning tools: There are several marketing planning tools that companies
can use to analyze the market and develop marketing strategies, including SWOT
analysis, PESTEL analysis, and Porter's five forces analysis.
, 3 - Consumer behavior
1. Consumer behavior: Consumer behavior refers to the actions and decision-making
processes that individuals undertake when purchasing goods and services. It
involves a complex interplay of psychological, social, and cultural factors.
2. The consumer decision-making process: The consumer decision-making process
consists of five stages: problem recognition, information search, evaluation of
alternatives, purchase decision, and post-purchase evaluation.
3. Factors influencing consumer behavior: There are several factors that influence
consumer behavior, including personal factors such as age, gender, and income;
psychological factors such as motivation, perception, and learning; social factors
such as culture, family, and reference groups; and situational factors such as the
purchase context and the presence of time pressure.
4. Consumer research: Consumer research involves the systematic collection and
analysis of information about consumers and their behavior. It can be conducted
through a variety of methods, including surveys, focus groups, and experiments.
5. Segmentation, targeting, and positioning: The understanding of consumer behavior is
essential for the development of effective segmentation, targeting, and positioning
strategies. Segmentation involves dividing the market into distinct groups of
consumers with different needs and wants. Targeting involves selecting one or more
segments to focus on. Positioning involves creating a unique image and reputation
for a product in the minds of the target consumers.
6. Ethical and social issues in consumer behavior: The study of consumer behavior
raises several ethical and social issues, such as deceptive advertising, privacy
concerns, and the impact of marketing on vulnerable groups.
