Mkt420

Acquisitions editor: Julia Helms Icy
Development Editor: Andrew Goss
Permissions Manager: Sara Jillings
Production Editor: Ian Stoneham
Manufacturing Manager: Richard Lamprecht
market Manager: Scott Dustan
Original eighth adaptation en titled Principles of selling
publish by prentice hall Inc.
A Simon & Schuster Company
Upper Saddle River
New Jersey, USA
Copyright © 1999 by Prentice Hall Inc.
First European Edition published 1996
Second European Edition published 1999 by Prentice Hal! Europe
Authorised for sale only in Europe, the Middle eastern and Africa
Copyright © Prentice Hall Europe 1996,1999
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 prior permission, in writing, from the publisher.
Text and pay off design: Design Deluxe, Rath, Avon
Typeset in lOpt Caslon 224 Book by Goodfellow and Egan, Cambridge
Printed and bound in Italy by Rotolito Lombards, Milan
British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
ISBN 0-13-262254-8
1 2 3 4 5 0,3 02 01 00 99

Contents

Preface xiii
Guided Tour xx
About the Autfmrf; xxii

Part One
Marketing and the
Marketing Process 2

.



Summary 32
Key Terms 33
Discussing the Issues 33
Applying the Concepts 34
References 34
sideslip 1 Amphitrion: Your Ultimate Host in
Greece 36

Chapter 2
Chapter 1

Marketing in a ever-changing World:
Satisfying Hitman Needs 4
Chapter Objectives 4
Preview Case Nike 4
Introduction 7
What is Marketing? 9
Needs, Wants and Demands 10
Products and Services 11
Value, Satisfaction and Qua l ity 11
Exchange, transactions and Relationships 12
Markets 14
Marketing 15
Marketing Management 16
Demand Management 16
Marketing Management Philosophies 17
The Production Concept 17
The Product Concept 18
The marketing Concept 18
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