The Value Exchange Framework underlies the structure and content of this brand new introductory marketing offering. The role of marketing is to facilitate the achievement of the organisations objectives be it selling physical products, providing services, communicating ideas or generating knowledge both within and between itself and the wider community.
The concepts of understanding, creating, communicating and delivering value to the customer is the overriding approach of the book. The content and structure of the book reflect this. It is divided into six parts: Defining Value, Understanding Value, Creating Value, Communicating Value, Delivering Value and Managing Value Exchange.Historically marketing texts have focused on the 4 Ps - Products, Pricing, Promotion and Place. Over time the 7Ps developed. The Ps have become the standard levers that marketers pull to depending on operating conditions to arrive at some optimal combination of these 4 or 7 things. It is though the 4 or 7 Ps do not adequately summarise the complexity or diversity of the contemporary marketing environment from a social, economic or organisational perspective. The Value Exchange approach is a broader, more inclusive model.
Features and Benefits
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There are 6 major themes that run through the text:
1. Services
2. Technology
3. Globalisation
4. People
5. Relationships
6. Ethics
The themes were selected to demonstrate some of the ideas and influences that are shaping contemporary marketing practice - they also represent or constitute part of the marketing environment the organisations must operate in and respond to. These themes are explored in each chapter as boxed examples and applications.
PEDAGOGICAL FEATURES
Each chapter contains:
Opening Case study/Vignette.
Learning Objectives.
Key terms. These refer to key language and concepts and are bolded in text.
Margin points, which summarise important information that could not be categorised as a term.
Theme Boxes. There are 6 boxes per chapter on the themes of Globalisation, Services, Ethics, Relationships, People and Technology. Each box contains two questions about the content of that box and its relation to the content of the chapter.
Application Boxes. The application boxes feature contemporary examples to illustrate the concepts in the chapters. There is at least one application box per chapter.
Chapter links. There is an initial statement at the start of each chapter to show how the chapter links to the previous chapter discussion. Then, at the end of the chapter, there is a final statement before the summary saying what the link to the next chapter is.
End-of-Chapter material includes:
Summary.
Key terms. There is a list of the key terms in the chapter, followed by the page number where each term first appears in the book.
Questions. There are self assessment and discussion questions and activities at the end of each chapter.
References.
Part Openings. Each part opens with the Value Exchange diagram (that is introduced in the first chapter) showing the part of the diagram and the chapters pertaining to it highlighted in a different colour.
A Glossary of key term definitions appears at the end of the book.
Table of Contents
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SECTION 1 Introduction
Chapter 1 The marketing framework Dr Jodie Conduit/Prof Mark Gabbott
Chapter 2 Defining value
Prof Mark Gabbott
SECTION 2 Understanding Value
Chapter 3 Buyer behaviour
Dr David Bednall
Chapter 4 Understanding value through Marketing information Dr David Bednall
Chapter 5 Understanding value through Targeting and segmentation Prof Mark Gabbott
SECTION 3 Creating Value
Chapter 6 Delimiting the offering
Ms Janine Hendry
Chapter 7 Creating a new offering
Mr David Toleman
Chapter 8 Presenting the value offering Mr Colin Jevons
Chapter 9 Understanding costs and price Ms Janine Hendry/Dr Jodie Conduit/Prof Mark Gabbott
SECTION 4 Communicating Value
Chapter 10 Communicating value
Ms Sandra Luxton
Chapter 11 The marketing communication environment Ms Irene Powell
Chapter 12 Interaction and dialogue
Mr David Ballantyne
SECTION 5 Delivering Value
Chapter 13 Delivering value through marketing channels
Dr Chris Dubelaar
Chapter 14 Delivering value supply chain management Mr Peter Dapiran
Chapter 15 People in the delivery of customer value
Mr Don Bradmore
SECTION 6 Managing Value Exchange
Chapter 16 Strategic view of the value exchange cycle Ass Prof Felix Mavondo
Chapter 17 Assessing planning and implementing the value Mr Ken Grant
Supplements:
For the Instructor:
Power Point slides
Computerised test bank
Instructors Manual
For the Student:
Companion Website
