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........................................................................................................................... 9
1
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1.1 Marketing .................................................................................. 11
1.2 .................................................................................. 14
1.3 .................................................................................................... 17
................................................................................................................................... 18
............................................................................................................................. 19
................................................................................................ 19
.......................................................................................................................... 19
2
..................................................................................................... 21
2.1 ...................................................................... 25
2.2 ...................................... 25
2.3 ................................................................... 26
2.4 4Ps 4 Cs ............................................................ 28
2.5 ............................................................................................................................. 29
2.5.1 .............................................................. 30
2.5.2 ........................................................................... 33
2.5.3 ...................................................... 34
2.6 ...................................................................................................... 35
2.7 ............................................................................................................................ 40
2.8 ........................................................................................................................ 45
2.8.1 ........................................ 45
2.8.2 .......................................................................................... 46
2.8.3 ............................... 46
2.8.4 ......................... 47
2.9 .......................................................................................................................... 49
2.9.1. ....................................................................................... 50
2.9.2 .................................. 50
2.9.3 ............................................................................................... 50
2.9.4 ................................................................. 51
2.9.5 ................................................................................. 51
2.9.6 ................................................................................................ 60
2.9.7 ............................................................................................. 60
2.9.8 .......................... 61
2.9.9 ................................................ 61
2.9.10 ........................................................................ 64

 ................................................................................................................................... 64
............................................................................................................................. 65
................................................................................................ 67
.......................................................................................................................... 68
3
............................... 69
3.1. .................................................................... 70
3.2 ................................................................................................ 70
3.3. .............................................................................................. 71
3.3.1 ............................................................................................. 71
3.3.2 ...................................................................... 71
3.3.3 .......................................................................................... 72
3.3.4 .............................................................. 72
3.3.5 ............................................................................................ 73
3.3.6 ................................................................................. 75
3.3.7 , ........................... 76
3.4. ................................................................................................................. 78
3.4.1 ...................................................................................... 79
3.4.2 ......................................................................................... 79
3.4.3 ....................... 80
3.4.4 ...................................................................................................... 80
3.4.5 .............................................................................. 80
3.5 ..................................................................................... 80
3.6 ............................ 82
3.7 .................................................................................................... 82
3.8. ........................................................................ 83
3.8.1 Super markets....................................................................................... 84
3.8.2 ......................................................................... 86
3. 12 ................................. 87
3.9.1 ......................... 88
................................................................................................................................... 90
............................................................................................................................. 91
................................................................................................ 92
.......................................................................................................................... 92
4
.......................................................................... 93
4.1 .............................................. 94
4.1.1 .................................................................................... 94
4.1.2 ................................................................................... 95

4.1.3 ................................................................................... 95
4.1.4 .................................................................................... 96
4.1.5 ........................................................................................ 96
4.1.6 ......................................... 98
4.1.7
(Marketing attributes).................................................................... 98
4.2 ................................................. 99
4.3 ................................................................. 99
4.4 .................................................................................... 100
4.5 ........................... 100
4.6 .......................................................... 101
4.7 .................................................................................. 102
................................................................................................................................. 103
........................................................................................................................... 104
.............................................................................................. 106
........................................................................................................................ 106

5o
............................................................................................................ 107
5.1. ............................................................ 108
5.1.1 .......................................................... 108
5.1.2 (core competencies) ................................................... 108
5.1.3 ..................................... 109
5.2 ........................................................... 110
5.2.1 ...................................................................... 110
5.2.2 ................................................. 110
5.2.3 ................................................... 111
5.2.4 ................................... 111
5.3. Porter................................................................... 112
5.3.1. .............................................................................. 112
5.3.2 ............................................................................... 114
5.3.3 ..................................................................................... 114
5.4 G. Day .................................................................. 115
5.5 .................................................................................... 116
5.5.1 ............................................................................................. 116
5.5.2 .......................................................................... 116
5.5.3 ....................................................................... 117
5.5.4 ................................................................... 117
................................................................................................................................. 118
....................................................................................................................... 119
.............................................................................................. 120
........................................................................................................................ 121

6
............................................................................................................ 123
6.1 ................................................................................................ 124
6.1.1 ....................................................................................................... 124
6.1.2 ................................................................................................. 124
6.1.3 ........................................................................................... 124
6.1.4 ...................................................................................................... 124
6.2 ....................................................................................................... 124
6.3 ......................................................................................................... 125
6.3.1 ....................................................... 125
6.3.2 ....................................................................... 126
6.4 ........................................................................................... 127
6.4.1 ............................................................................ 127
6.4.2 ............................................ 127
6.4.3 ad-hoc .................................................... 128
6.5 ............................................................................................. 128
6.6 ................................................................................................ 129
6.7 ....................................................................................................... 129
6.7.1 ............................................................................... 129
6.8 ...................................................................................................... 132
6.8.1 ......................................................................... 132
6.9 ........................................................................................ 133
6.9.1 .......................... 134
6.10 ................................................ 137
6.10.1 ................................................................. 137
6.10.2 ....................................................................................... 137
6.10.3 ................................. 138
6.10.4 ............................................................................. 138
................................................................................................................................. 139
....................................................................................................................... 139
.............................................................................................. 142
........................................................................................................................ 142

7o
............................................................................. 143
7.1 ............................ 143
7.2 ....................................................... 145
7.3 ...................................................................................... 145
................................................................................................................................. 148
....................................................................................................................... 148
.............................................................................................. 149
........................................................................................................................ 149
............................................................................................................ 150
8


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1. ACCA (1989), Organisation and Management, BPP
Marketing
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2. www.marketing.about.com
marketing,
, , Marketing.

1. Drucker P (1954), The practice of Management, Heinmann

2. Boyatzis E (1982), The competent Manager, A model for effective performance, Wiley
3. Hammer & Champy, (1993) Reengineering the Corporation, A manifesto for business
revolution, Nicolas Briley
4. Cohen W.A., Developing Wining Marketing Plan, Wiley, Chichester,1987
5. Relationship Marketing strategy, Policy Publications, London, 1997
6. W. Charles, (1998), (2nd ed.), International Business: Competing in the Global Market
Place, McGraw Hill
7. Hood Neil and Vahlne Jan-Eric, (1988), Strategies in Global Competition, The Stockholm
School of Economics, Irwin-McGraw Hill

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1. Dennis Lock, Handbook Of Management, The Gower (1997)
Marketing
.
Marketing Mix .
2. www.marketing.about.com.
marketing,
Marketing.
3. . , . , Marketing . (2005).
4. ,
GOODYS. Marketing Mix

67

B
1. . , , , (1992).
2. . . . ., , , (1997).
3. . ., & , ,(1996).
4. Bradley F., International Marketing Strategy, (1991).

68

:



, .

(Innovators)
(Early adopters)
(Early majority)
(Later majority)

(Laggards)





.
(agreeable shoppers)

(Modern shoppers)
(value shoppers)
(Top-of-the line shoppers)
(safe shoppers)
(status shoppers
(Loyal buyers)
(Opportunistic buyers)
(Best deal buyers)
(Creative buyers).

69



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71

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72

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73

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:

74

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80

 (Innovators)
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81

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stores).
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, . .
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.
(Top-of-the line shoppers). , ,

82

 . .
(safe shoppers). .
. (.. Continent).
(status shoppers). .
, R.A. Dickinson, :
(Loyal buyers).
.
(Opportunistic buyers).
.
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.
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83

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.

. (37,9%) .

85

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86

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87

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90



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91



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1 , 1, 1, 1, 2, 2, 3, 3, 4, 4, 5,5

1. . , . , Marketing, . , (2005).
Philip Morris .
2. Thomas Kinnear, Kenneth Bernhardt, Principles of Marketing, Scott, Foresman and Company, (1986). , , ,
, , ,
. .

1. Mintzberg H, The structuring of Organisations-A synthesis of the research, Pentice Hall,

(1979).
2. Porter M.E, Competitive Strategy, The free Press, (1980).
3. Schlegelmilch Bodo, Greg M and Diamantopoulos Adamandios, The link between green
purchasing decisions and measures of environmental consciousness, European Journal of
Marketing Volume 30 No 5, (1996).
4. David Joel, Consumer Response to Corporate Environmental Advertising, Journal of Consumer Marketing, Volume11 No2, (1994).
5. N. Paul and Jackson Peter, The Power of Industrial Brands: An Effective Route to Competitive Advantage, PWS-Kent Hague, (1994).
6. W. Charles, (2nd ed.), International Business: Competing in the Global Market Place,
McGraw Hill, (1998).
7. Miles Robert, Coffin Nails and Corporate Strategy, Prentice Hall Inc, New Jersey, (1982).
8. Davidson Kirk D, The Marketing of socially unacceptable product, Westport Publications.

92

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93

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94

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97

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98

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102

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103

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104

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105


1. . , . , Marketing, . , (2005).
RISK concept ,
.
2. Thomas Kinnear, Kenneth Bernhardt, Principles of Marketing, Scott, Foresman and Company, (1986).
. , . .

1. . , , , (1992).
2. .., , , ,
(1996).
3. Bradley F., International Marketing Strategy, (1991).
4. Czinkota R., Michael and Ilka A., (3rd ed.), International Business, Prentice Hall, (1994).
5. Czinkota R., Michael and Ilka A.,International Marketing Strategy: Environmental Assessment and Entry Strategies, Fort Worth Dryden, (1994).
6. Eckles W. Robert, Business Marketing Management: Marketing of Business Products and
Services, Fort Worth - Dryden, (1990).

106

5o

:

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107

 ,
.

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.
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.

, .
(core competencies)
:

108


.
, :



.

5.1.3
:

(superior value) .

, :

,
.
Davison . :
E / (Superior advantage). '70.
(Perceived advantage).
.
(Low cost operation)
(overheads).
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(patent) .
(Contacts)
-, .., .
(Superior knowledge) ,
(R & D) .
(Scale economies) .
(Offensive attitude)
.

109

 Davinson , . ' , \ ,
(exploitable) .
,
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.

5.2
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.
Porter
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110

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111

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O Michael Porter (generic strategies) . :
(Cost leadership)
(Differentantion)
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, .

112

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113


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114


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115

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, . , .
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5.5.1
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116


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117

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118

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119

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.
/ (product competitors): (mini vans) .
: (generic competitors): ,
.
: (total budget competitors): .
: Coca Cola Pepsi Cola. , Panafon Telestet.
: Coca Cola, Coca Cola (.. ). , Coca Cola, ,
, , , .

1. . , . Marketing . , (2005).
, .

120


1. Prentice Hall Ford D., Understanding Business Markets, Academic Press Haas, R.W.,
(1992), Business Marketing Management, (1990).
2. PWS-Kent Hague N. Paul and Jackson Peter, The Power of Industrial Brands: An Effective Route to Competitive Advantage, (1994).
3. W. Charles, (2nd ed.), International Business: Competing in the Global Market Place,
McGraw Hill Hill, (1998).
4. Hood Neil and Vahlne Jan-Eric, (1988), Strategies in Global Competition, The Stockholm
School of Economics,
5. Croom Helm Ltd. Hutt D. Michael and Speh W. Thomas, (5th ed.), Business Marketing
Management, Irwin-McGraw Hill T, (1995).
6. Johansson K. Johny, Global Marketing, Dryden Press, (1997)
7. Irwin Reeder R. R. et al, Industrial Marketing, , (1991)

121

122

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124

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125

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127

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134

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135


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(Internet), ,
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136

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1. , , , (1997).

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3. Thomas Kinnear, Kenneth Bernhardt, Principles of Marketing, Scott, Foresman and
Company, (1986).
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1. . ., & , (1996). 2.
. ., , ,
, (1996).
3. . , , , (1992).
4. . ., , , (1993).
5. Hammer & Champy, Reengineering the Corporation, A manifesto for business revolution,
Nicolas Briley, (1993).
6. Mintzberg H (1979) The structuring of Organisations-A synthesis of the research, Pentice
Hall
7. Kotler P., I & II, Interbooks, (1995).

142

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144

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148

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1. C.J. Hayden, article, web technology in marketing, Marketingabout.com, (2005).

2. C.J. Hayden, article, five myths of internet marketing, Marketingabout.com, (2005).
3. Susan Fridman, article, embracing technology: using telecon-ferencing for meeting success, Marketingabout.com, (2005).
4. Susan Fridman, articl, marketing power in podcasting, Marketingabout.com, (2005).

149


1. www.marketing.about.com , About business and finance
2. www.go-online.gr/training/enot3/kef3 , 3,
3. www.ebusinessforum.gr , ebusiness forum
4. www.knowthis.com , Know this. Com Knowledge source for Marketing
since 1998
5. www.adage.com , Advertising Age
6. www.dolnet.gr , E MBA
7. www.netmba.com, Net MBA Business Knowledge Centre

150