Demystifying Marketing: A Guide To The Fundamentals For Engineers
By Patrick Forsyth

Index

A

account management 184 5
advertising 146 54
approaches 152 4
definition 146
forms of 146
institutional advertising 148
media and methods 148 51
primary advertising 148
product advertising 148
roles and purposes 146 8
selective advertising 148
strategy 151 2
trade advertising 150 1
types of 148 see also direct-mail promotion
AIDA (attention, interest, desire, action) 162
annual targets 113
attitude surveys 51
augmented product 34 5

B

brand, definition 27
brand image 28, 88 9
brand manager 28
bribery 20
budget for promotion 173 6
based on previous years 174 5
combination approach 174
competitive parity approach 173 4
fixed sum per sales unit 174
percentage of sales 173
task method approach 175 6
whatever money is available 174
bundling 42
business definition, and market segmentation 21 2
business-to-business products marketing 30
buyer types 125 7
advocate 127
first time buyer/customer 126 7
prospect 126
repeat buyer/customer 127
suspect 125 6
buying decision process 127 30
building customer awareness 133 5
buying criteria 129 30
consumer protection legislation 135 6
evaluation of alternatives 128
identification of alternatives 128
influencing people towards purchase 131 5
level of involvement 128
persuading potential customers 131 5
post-purchase behaviour 128 9
promotion objectives at each stage 139 41
protecting people s buying 135 6
purchasing decision 128
purchasing decision criteria 130 1
recognition of a need/want/desire 127

C

capital and labour availability 13 14
charities, marketing 31
Chartered Institute of Marketing 11
communications see
Copyright The Institution of Engineering and Technology 2007 under license agreement with Books24x7
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