Contemporary Marketing 2005/With Infotrac

by BOONE/KURTZ

• ISBN13: 9780324221923
• ISBN10: 0324221924
• Edition: 11th
• Format: Paperback
• Copyright: 2004-02-09
• Publisher: South-Western College Pub

Summary

Boone and Kurtz's Contemporary Marketing has proved to be the premier introduction to marketing text and package, edition after edition. With each edition, this best selling author team builds and improves upon past innovations, creating the most technologically advanced, learner friendly, instructor supported text available. Contemporary Marketing 2005, paperback edition, continues this tradition by providing the most current and up-to-date content including updated opening vignettes and boxed features that cover events that have taken place in marketing over the past year.

Table of Contents

Preface	v
Part 1 Designing Customer-Oriented Marketing Strategies	1	(128)
Customer-Driven Marketing	2	(34)
Opening Vignette
iTunes Strikes a Chord with Customers	3	(1)
Chapter Overview	4	(1)
What Is Marketing?	5	(4)
A Definition of Marketing	7	(1)
Today's Global Marketplace	7	(2)
Four Eras in the History of Marketing	9	(4)
The Production Era	9	(1)
The Sales Era	10	(1)
The Marketing Era	11	(1)
Emergence of the Marketing Concept	11	(1)
The Relationship Era	12	(1)
Converting Needs to Wants	12	(1)
Avoiding Marketing Myopia	13	(1)
Extending the Traditional Boundaries of Marketing	14	(1)
Marketing in Not-for-Profit Organizations	14	(1)
Characteristics of Not-for-Profit Marketing	15	(1)
Nontraditional Marketing	15	(5)
Person Marketing	15	(2)
Place Marketing	17	(1)
Cause Marketing	17	(1)
Event Marketing	18	(1)
Marketing Hit
Is an Iraqi Vacation in Your Future?	18	(1)
Organization Marketing	19	(1)
Critical Thinking and Creativity	20	(1)
The Technology Revolution in Marketing	21	(5)
Interactive Marketing	22	(1)
The Internet	23	(1)
Broadband	23	(1)
Wireless	23	(1)
Interactive Television Service	24	(1)
How Marketers Use the Web	24	(2)
From Transaction-Based Marketing to Relationship Marketing	26	(2)
Developing Partnerships and Strategic Alliances	27	(1)
Costs and Functions of Marketing	28	(1)
Marketing Miss
Americans Take the French out of Fries	28	(1)
Ethics and Social Responsibility: Doing Well by Doing Good	29	(2)
Solving an Ethical Controversy
Wi-Fi and the Invasion of Privacy	30	(1)
Strategic Implications of Marketing in the 21st Century	31	(1)
Summary of Chapter Objectives	32	(2)
Marketing Terms You Need to Know	33	(1)
Other Important Marketing Terms	33	(1)
Review Questions	33	(1)
Projects and Teamwork Exercises	34	(1)
'netWork	34	(1)
Dracula Park Wants You	35
How Burton Snowboards Built a Sport---and a Customer Base	2	(34)
Strategic Planning and the Marketing Process	36	(24)
Opening Vignette
Curves for Women: Strength in Numbers	37	(1)
Chapter Overview	38	(1)
What Is Marketing Planning?	39	(1)
Strategic Planning versus Tactical Planning	39	(1)
Planning at Different Organizational Levels	40	(1)
Marketing Hit
McDonald's Looks Beyond the Tactic of Price	40	(1)
Steps in the Marketing Planning Process	41	(4)
Defining the Organization's Mission	41	(1)
Determining Organizational Objectives	42	(1)
Assessing Organizational Resources and Evaluating Environmental Risks and Opportunities	42	(2)
Formulating a Marketing Strategy	44	(1)
Implementing a Strategy through Marketing Plans	45	(1)
Elements of a Marketing Strategy	45	(6)
The Target Market	45	(1)
Marketing Mix Variables	46	(3)
Solving an Ethical Controversy
What If Your Celebrity Spokesperson Is Martha Stewart?	49	(1)
The Marketing Environment	50	(1)
Marketing Hit
Wal-Mart in the Neighborhood	50	(1)
Tools for Marketing Planning	51	(5)
Strategic Business Units (SBUs)	51	(1)
Market Share/Market Growth Matrix	52	(2)
Market Attractiveness/Business Strength Matrix	54	(1)
Spreadsheet Analysis	55	(1)
Strategic Implications of Marketing in the 21st Century	56	(1)
Summary of Chapter Objectives	56	(2)
Marketing Terms You Need to Know	57	(1)
Other Important Marketing Terms	57	(1)
Review Questions	57	(1)
Projects and Teamwork Exercises	57	(1)
'netWork	58	(1)
Every Company Needs a Disaster Plan	59
Caribou Coffee Brews Up a Fine Cup of Strategy	3	(57)
The Marketing Environment, Ethics, and Social Responsibility	60	(36)
Opening Vignette
Hybrids Are Hot	61	(1)
Chapter Overview	62	(1)
Environmental Scanning and Environmental Management	63	(1)
The Competitive Environment	64	(4)
Types of Competition	65	(1)
Developing a Competitive Strategy	66	(1)
Time-Based Competition	67	(1)
The Political-Legal Environment	68	(5)
Government Regulation	69	(1)
Government Regulatory Agencies	70	(2)
Other Regulatory Forces	72	(1)
Controlling the Political-Legal Environment	72	(1)
The Economic Environment	73	(4)
Solving an Ethical Controversy
Is the Fox Guarding the Henhouse? The Alcohol Industry's ``Drink Responsibly'' Promotions	73	(1)
Stages in the Business Cycle	74	(1)
Inflation and Deflation	75	(1)
Unemployment	75	(1)
Income	76	(1)
Resource Availability	76	(1)
The International Economic Environment	77	(1)
The Technological Environment	77	(3)
Applying Technology	79	(1)
The Social-Cultural Environment	80	(2)
Consumerism	81	(1)
Marketing Miss
Why Consumers Are Crossing the Border to Fill Their Prescriptions	81	(1)
Ethical Issues in Marketing	82	(6)
Marketing Hit
Alliances Win Out when Activism Fails	84	(1)
Ethical Problems in Marketing Research	85	(1)
Ethical Problems in Product Strategy	86	(1)
Ethical Problems in Distribution Strategy	86	(1)
Ethical Problems in Promotional Strategy	86	(1)
Ethical Problems in Pricing	87	(1)
Social Responsibility in Marketing	88	(3)
Marketing's Responsibilities	89	(1)
Marketing and Ecology	90	(1)
Strategic Implications of Marketing in the 21st Century	91	(1)
Summary of Chapter Objectives	92	(2)
Marketing Terms You Need to Know	93	(1)
Other Important Marketing Terms	93	(1)
Review Questions	94	(1)
Projects and Teamwork Exercises	94	(1)
'netWork	94	(1)
Boca Burgers: The Taste Will Change You	95
Equal Exchange: Fair Pay Is Fair Play	4	(92)
Global Dimensions of Marketing	96	(33)
Opening Vignette
Joining the Club: Ten New Members Enter the European Union	97	(1)
Chapter Overview	98	(1)
The Importance of Global Marketing	99	(3)
Service and Retail Exports	100	(2)
Benefits of Going Global	102	(1)
The International Marketplace	102	(3)
Market Size	103	(1)
Buyer Behavior	103	(2)
The International Marketing Environment	105	(8)
International Economic Environment	105	(1)
International Social-Cultural Environment	106	(1)
International Technological Environment	106	(1)
Marketing Miss
SARS Threatens Economic Growth in China	107	(1)
International Political-Legal Environment	108	(1)
Marketing Hit
Planet Starbucks Expands Its Orbit	109	(1)
Trade Barriers	110	(1)
Solving an Ethical Controversy
China's Credibility in the World Marketplace Is Plagued by Piracy	111	(1)
Dumping	112	(1)
Multinational Economic Integration	113	(3)
GATT and the World Trade Organization	113	(1)
The NAFTA Accord	114	(1)
The Free Trade Area of the Americas	114	(1)
The European Union	115	(1)
Going Global	116	(1)
First Steps in Deciding to Market Globally	116	(4)
Strategies for Entering International Markets	117	(1)
Contractual Agreements	118	(1)
International Direct Investment	119	(1)
From Multinational Corporation to Global Marketer	120	(1)
Developing an International Marketing Strategy	121	(3)
International Product and Promotional Strategies	122	(1)
International Distribution Strategy	122	(1)
Pricing Strategy	123	(1)
Countertrade	123	(1)
The U.S. as a Target for International Marketers	124	(1)
Strategic Implications of Marketing in the 21st Century	125	(1)
Summary of Chapter Objectives	125	(2)
Marketing Terms You Need to Know	126	(1)
Other Important Marketing Terms	126	(1)
Review Questions	126	(1)
Projects and Teamwork Exercises	126	(1)
'netWork	127	(1)
It's a Small World: Disney Says Going Global Is Crucial	128
Fallon Worldwide: Going Global, Targeting Local	5
Krispy Kreme Continuing Case---Part 1	2	(127)
Part 2 Managing Technology and Information to Achieve Marketing Success	129	(92)
E-Commerce: Electronic Marketing and the Internet for Dot.com and Brick-and-Mortar Marketers	130	(32)
Opening Vignette
How the Web Has Changed Marketing Forever	131	(1)
Chapter Overview	132	(1)
What Is Electronic Commerce?	133	(1)
Interactivity and E-Commerce	134	(6)
The Internet	135	(1)
The World Wide Web	135	(1)
Four Web Functions	136	(3)
Accessing the Internet	139	(1)
E-Commerce and the Economy	140	(8)
Business-to-Business Online Marketing	140	(2)
Online Consumer Marketing	142	(2)
Benefits of Online Consumer Marketing	144	(1)
Marketing Hit
Listening to Your Customers	144	(2)
Online Marketing Is International Marketing	146	(1)
Security and Privacy Issues of E-Commerce	147	(1)
Who Are the Online Buyers and Sellers?	148	(2)
Online Buyers	148	(1)
Solving an Ethical Controversy
Is the Web Spying on You?	149	(1)
Online Sellers	150	(1)
Interactive Online Marketing Channels	150	(4)
Company Web Sites	151	(1)
Advertising on Other Web Sites	152	(1)
Marketing Miss
Jam That Spam	152	(1)
Online Communities	153	(1)
Other Interactive Marketing Links	153	(1)
Creating an Effective Web Presence	154	(3)
Building an Effective Web Site	154	(1)
Managing a Web Site	155	(1)
Measuring Effectiveness of Online Marketing	155	(2)
Strategic Implications of Marketing in the 21st Century	157	(1)
Summary of Chapter Objectives	157	(3)
Marketing Terms You Need to Know	158	(1)
Other Important Marketing Terms	158	(1)
Review Questions	158	(1)
Projects and Teamwork Exercises	159	(1)
'netWork	160	(1)
The Evolution of E*Trade	161
Tower Records Uses Bricks---and Clicks---to Survive Troubled Times	6	(156)
Relationship Marketing and Customer Relationship Management (CRM)	162	(30)
Opening Vignette
Dylan's Candy Bar Sweetens Relationships	163	(1)
Chapter Overview	164	(1)
The Shift from Transaction-Based Marketing to Relationship Marketing	165	(4)
Internal Marketing	166	(1)
Relationship Marketing	167	(1)
Marketing Hit
U.S. Cellular Spins Superior Service into Sales	167	(2)
Basic Foundations of Modern Buyer-Seller Relationships	169	(2)
Promises in Relationship Marketing	169	(2)
The Relationship Marketing Continuum	171	(2)
First Level---Focus on Price	171	(1)
Second Level---Social Interactions	172	(1)
Third Level---Interdependent Partnership	172	(1)
Enhancing Customer Satisfaction	173	(1)
Understanding Customer Needs	173	(1)
Obtaining Customer Feedback	173	(1)
Building Buyer-Seller Relationships	174	(3)
How Marketers Keep Customers	175	(1)
Database Marketing	176	(1)
Customer Relationship Management	177	(2)
Buyer-Seller Relationships in Business-to-Business Markets	179	(2)
Choosing Business Partners	179	(1)
Types of Partnerships	180	(1)
Solving an Ethical Controversy
When Strategic Alliances Turn Sour	180	(1)
Improving Buyer-Seller Relationships in Business-to-Business Markets	181	(4)
National Account Selling	182	(1)
Business-to-Business Databases	182	(1)
Electronic Data Interchange	182	(1)
Vendor-Managed Inventory	182	(1)
Managing the Supply Chain	183	(1)
Business-to-Business Alliances	184	(1)
Evaluating Customer Relationship Programs	185	(1)
Marketing Hit
Improving Internet Research by Measuring Relationships, Not Just Eyeballs	185	(1)
Strategic Implications of Marketing in the 21st Century	186	(1)
Summary of Chapter Objectives	187	(3)
Marketing Terms You Need to Know	188	(1)
Other Important Marketing Terms	188	(1)
Review Questions	188	(1)
Projects and Teamwork Exercises	189	(1)
'netWork	190	(1)
Green Hills Farms: Leveraging Loyalty to Compete with Giants	191
Dunkin' Donuts and Hill, Holliday: A Recipe for Good Relationships	8	(184)
Marketing Research, Decision-Support Systems, and Sales Forecasting	192	(29)
Opening Vignette
Behind the Scenes: The Decisions Leading to New Movies	193	(1)
Chapter Overview	194	(1)
The Marketing Research Function	194	(2)
Development of the Marketing Research Function	194	(1)
Who Conducts Marketing Research?	195	(1)
Customer Satisfaction Measurement Programs	196	(1)
The Marketing Research Process	196	(4)
Solving an Ethical Controversy
Dumpster Diving at Unilever	197	(1)
Define the Problem	197	(1)
Conduct Exploratory Research	198	(1)
Formulate a Hypothesis	199	(1)
Create a Research Design	199	(1)
Collect Data	199	(1)
Interpret and Present Research Information	200	(1)
Marketing Research Methods	200	(12)
Secondary Data Collection	200	(1)
Marketing Miss
Why the Latest Federal Census Failed to Count Arab Americans	201	(2)
Sampling Techniques	203	(1)
Primary Research Methods	204	(5)
Marketing Hit
Collecting Qualitative Research Online	209	(1)
Conducting International Marketing Research	210	(2)
Computer Technology in Marketing Research	212	(1)
The Marketing Information System (MIS)	212	(1)
The Marketing Decision Support System (MDSS)	212	(1)
Data Mining	212	(1)
Sales Forecasting	213	(3)
Qualitative Forecasting Techniques	213	(2)
Quantitative Forecasting Techniques	215	(1)
Strategic Implications of Marketing in the 21st Century	216	(1)
Summary of Chapter Objectives	216	(3)
Marketing Terms You Need to Know	217	(1)
Other Important Marketing Terms	218	(1)
Review Questions	218	(1)
Projects and Teamwork Exercises	218	(1)
'netWork	219	(1)
Using Demand Management Software to Predict What Customers Want and When	220
Fisher-Price: Marketing Research Is More than Child's Play	9
Krispy Kreme Continuing Case---Part 2	4	(217)
Part 3 Market Segmentation and Customer Behavior	221	(94)
Market Segmentation, Targeting, and Positioning	222	(30)
Opening Vignette
Torrid Taps the Teen Market	223	(1)
Chapter Overview	224	(1)
Types of Markets	224	(1)
The Role of Market Segmentation	225	(2)
Criteria for Effective Segmentation	225	(2)
Segmenting Consumer Markets	227	(14)
Geographic Segmentation	227	(2)
Demographic Segmentation	229	(2)
Marketing Miss
Targeting the Senior Set	231	(3)
Marketing Hit
Marketers Target Alternative Households	234	(2)
Solving an Ethical Controversy
Minority Marketing Campaigns Miss Their Target	236	(1)
Psychographic Segmentation	237	(3)
Product-Related Segmentation	240	(1)
The Market Segmentation Process	241	(2)
Stage I: Identify Market Segmentation Process	241	(1)
Stage II: Develop a Relevant Profile for Each Segment	242	(1)
Stage III: Forecast Market Potential	242	(1)
Stage IV: Forecast Probable Market Share	243	(1)
Stage V: Select Specific Market Segments	243	(1)
Strategies for Reaching Target Markets	243	(4)
Undifferentiated Marketing	244	(1)
Differentiated Marketing	244	(1)
Concentrated Marketing	244	(1)
Micromarketing	245	(1)
Selecting and Executing a Strategy	245	(2)
Strategic Implications of Marketing in the 21st Century	247	(1)
Summary of Chapter Objectives	247	(3)
Marketing Terms You Need to Know	248	(1)
Other Important Marketing Terms	248	(1)
Review Questions	248	(1)
Projects and Teamwork Exercises	249	(1)
'netWork	250	(1)
Getting Ahead by Clipping Kids' Heads	251
Annie's Homegrown: A Natural Success	10	(242)
Consumer Behavior	252	(30)
Opening Vignette
Russell Simmons: How Star Power Can Influence Consumers	253	(1)
Chapter Overview	254	(1)
Interpersonal Determinants of Consumer Behavior	254	(11)
Cultural Influences	255	(4)
Marketing Hit
Procter & Gamble Taps the Hispanic Market	259	(1)
Social Influences	260	(2)
Family Influences	262	(3)
Personal Determinants of Consumer Behavior	265	(8)
Needs and Motives	265	(2)
Perceptions	267	(1)
Solving an Ethical Controversy
Marketing to Consumer's Fears	268	(1)
Attitudes	269	(2)
Learning	271	(1)
Self-Concept Theory	272	(1)
The Consumer Decision Process	273	(5)
Marketing Hit
Botox Marketers Want Consumers to Like What They See	273	(1)
Problem or Opportunity Recognition	273	(1)
Search	274	(1)
Evaluation of Alternatives	275	(1)
Purchase Decision and Purchase Act	275	(1)
Postpurchase Evaluation	276	(1)
Classifying Consumer Problem-Solving Processes	277	(1)
Strategic Implications of Marketing in the 21st Century	278	(1)
Summary of Chapter Objectives	278	(2)
Marketing Terms You Need to Know	279	(1)
Other Important Marketing Terms	279	(1)
Review Questions	279	(1)
Projects and Teamwork Exercises	280	(1)
'netWork	280	(1)
CVS and Walgreen Cater to Consumer Convenience	281
WBRU Sounds Good to Listeners	11	(271)
Business-to-Business (B2B) Marketing	282	(33)
Opening Vignette
How Wal-Mart Battled SARS Overseas	283	(1)
Chapter Overview	284	(1)
Nature of the Business Market	284	(3)
Components of the Business Market	286	(1)
Marketing Hit
A Duck Rules the Roost in B2B Insurance Marketing	286	(1)
Differences in Foreign Business Markets	287	(1)
Segmenting B2B Markets	287	(3)
Segmentation by Demographic Characteristics	288	(1)
Segmentation by Customer Type	288	(1)
Segmentation by End-Use Application	289	(1)
Segmentation by Purchasing Situation	289	(1)
Characteristics of the B2B Market	290	(3)
Geographic Market Concentration	290	(1)
Sizes and Numbers of Buyers	290	(1)
The Purchase Decision Process	291	(1)
Buyer-Seller Relationships	291	(1)
Evaluating International Business Markets	291	(1)
Solving an Ethical Controversy
The Failed Relationship Between Ford and Bridgestone/Firestone	292	(1)
Business Market Demand	293	(1)
Derived Demand	293	(1)
Joint Demand	294	(1)
Volatile Demand	294	(1)
Inventory Adjustments	294	(1)
The Make, Buy, or Lease Decision	294	(2)
The Rise of Outsourcing	295	(1)
Problems with Outsourcing	296	(1)
The Business Buying Process	296	(8)
Influences on Purchase Decisions	297	(2)
Model of the Organizational Buying Process	299	(1)
Marketing Miss
The Failure of B2B Exchanges	299	(3)
Classifying Business Buying Situations	302	(1)
Analysis Tools	303	(1)
The Buying Center Concept	304	(2)
Buying Center Roles	304	(1)
International Buying Centers	305	(1)
Team Selling	306	(1)
Developing Effective Business-to-Business Marketing Strategies	306	(4)
Challenges of Government Markets	306	(2)
Challenges of Institutional Markets	308	(1)
Challenges of International Markets	309	(1)
Strategic Implications of Marketing in the 21st Century	310	(1)
Summary of Chapter Objectives	311	(2)
Marketing Terms You Need to Know	312	(1)
Other Important Marketing Terms	312	(1)
Review Questions	312	(1)
Projects and Teamwork Exercises	312	(1)
'netWork	313	(1)
Bombardier vs. Embraer: Trade War at 30,000 Feet	314
UPS Delivers for Its Business Customers	12
Krispy Kreme Continuing Case---Part 3	6	(309)
Part 4 Product Strategy	315	(58)
Product Strategies	316	(28)
Opening Vignette
Porsche Peppers Its Product Offerings with Cayenne	317	(1)
Chapter Overview	318	(1)
What Is a Product?	318	(1)
What Are Goods and Services?	319	(1)
Importance of the Service Sector	320	(1)
Classifying Goods and Services for Consumer and Business Markets	320	(9)
Types of Consumer Products	321	(2)
Applying the Consumer Products Classification System	323	(1)
Types of Business Products	324	(5)
Quality as a Product Strategy	329	(2)
Worldwide Quality Programs	329	(1)
The Role of Benchmarking in Quality	330	(1)
Development of Product Lines	331	(1)
Desire to Grow	331	(1)
Enhancing the Company's Position in the Market	331	(1)
Optimal Use of Company Resources	331	(1)
The Product Mix	332	(1)
Product Mix Width	332	(1)
Product Mix Length	332	(1)
Product Mix Depth	332	(1)
Product Mix Decisions	333	(1)
The Product Life Cycle	333	(4)
Introductory Stage	334	(1)
Solving an Ethical Controversy
Swiss Army Looks in New Directions	334	(1)
Growth Stage	335	(1)
Maturity Stage	335	(1)
Decline Stage	336	(1)
Marketing Hit
Customers Pick BlackBerries	336	(1)
Strategies for Managing the Product Life Cycle	337	(2)
Extending the Product Life Cycle	337	(1)
Marketing Hit
DVD Sales Rocket through the Growth Stage	337	(1)
Product Deletion Decisions	338	(1)
Strategic Implications of Marketing in the 21st Century	339	(1)
Summary of Chapter Objectives	340	(2)
Marketing Terms You Need to Know	340	(1)
Other Important Marketing Terms	340	(1)
Review Questions	341	(1)
Projects and Teamwork Exercises	341	(1)
'netWork	342	(1)
Satellite Radio: A New Product Hits the Air Waves	343
Fossil Is a Reminder of Good Times	14	(330)
Category and Brand Management, Product Identification, and New-Product Planning	344	(29)
Opening Vignette
PepsiCo: The New Health Food Company?	345	(1)
Chapter Overview	346	(1)
Managing Brands for Competitive Advantage	346	(6)
Brand Loyalty	347	(1)
Types of Brands	348	(1)
Marketing Miss
Mustaches Fail to Attract Milk Drinkers	348	(2)
Brand Equity	350	(2)
The Role of Category and Brand Management	352	(1)
Product Identification	352	(7)
Brand Names and Brand Marks	353	(1)
Trademarks	354	(1)
Developing Global Brand Names and Trademarks	355	(1)
Packaging	356	(1)
Marketing Hit
Yum! Creates Customer Mania	356	(2)
Co-Branding and Co-Marketing	358	(1)
Brand Extensions	359	(1)
Brand Licensing	359	(1)
New Product Planning	359	(6)
Product Development Strategies	360	(1)
Solving an Ethical Controversy
Whose Idea Is It Anyway?	360	(1)
The Consumer Adoption Process	361	(1)
Adopter Categories	362	(1)
Identifying Early Adopters	363	(1)
Organizing for New Product Development	364	(1)
Product Managers	365	(1)
The New-Product Development Process	365	(2)
Idea Generation	366	(1)
Screening	366	(1)
Business Analysis	366	(1)
Development	367	(1)
Test Marketing	367	(1)
Commercialization	367	(1)
Product Safety and Liability	367	(2)
Strategic Implications of Marketing in the 21st Century	369	(1)
Summary of Chapter Objectives	369	(2)
Marketing Terms You Need to Know	370	(1)
Other Important Marketing Terms	370	(1)
Review Questions	370	(1)
Projects and Teamwork Exercises	371	(1)
'netWork	371	(1)
How Samsung Polished Its Global Brand	372
Stride Rite Keeps Its Brands in Step	15
Krispy Kreme Continuing Case---Part 4	8	(365)
Part 5 Pricing Strategy	373	(58)
Price Determination	374	(30)
Opening Vignette
Airlines Fight for Their Lives	375	(1)
Chapter Overview	376	(1)
Pricing and the Law	377	(2)
Robinson-Patman Act	377	(1)
Marketing Hit
How Much Is Electricity Worth to You?	378	(1)
Unfair-Trade Laws	378	(1)
Fair-Trade Laws	378	(1)
Pricing Objectives and the Marketing Mix	379	(6)
Profitability Objectives	380	(1)
Volume Objectives	381	(2)
Meeting Competition Objectives	383	(1)
Prestige Objectives	384	(1)
Marketing Hit
How PepsiCo Is Making a Killing with Aquafina Bottled Water	384	(1)
Pricing Objectives of Not-for-Profit Organizations	385	(1)
Methods for Determining Prices	386	(1)
Price Determination in Economic Theory	386	(6)
Cost and Revenue Curves	387	(1)
Solving an Ethical Controversy
What's a Fair Price for Prescription Drugs?	388	(1)
The Concept of Elasticity in Pricing Strategy	389	(3)
Practical Problems of Price Theory	392	(1)
Price Determination in Practice	392	(3)
Alternative Pricing Procedures	392	(1)
Breakeven Analysis	393	(2)
Toward Realistic Pricing	395	(3)
The Modified Breakeven Concept	395	(2)
Yield Management	397	(1)
Global Issues in Price Determination	398	(1)
Strategic Implications of Marketing in the 21st Century	399	(1)
Summary of Chapter Objectives	400	(2)
Marketing Terms You Need to Know	401	(1)
Other Important Marketing Terms	401	(1)
Review Questions	401	(1)
Projects and Teamwork Exercises	402	(1)
'netWork	402	(1)
U.S. Postal Service Fights Chronic Financial Losses by Raising Prices for First-Class Mail	403
Cybex International Whips Pricing into Shape	16	(388)
Managing the Pricing Function	404	(27)
Opening Vignette
When Consumers and Retailers Say ``No'' to Higher Prices	405	(1)
Chapter Overview	406	(1)
Pricing Strategies	407	(5)
Skimming Pricing Strategy	407	(2)
Penetration Pricing Strategy	409	(2)
Competitive Pricing Strategy	411	(1)
Price Quotations	412	(5)
Reductions from List Price	412	(3)
Geographic Considerations	415	(1)
Marketing Miss
Who Pays to Get It There?	416	(1)
Pricing Policies	417	(5)
Psychological Pricing	417	(1)
Price Flexibility	418	(1)
Product-Line Pricing	418	(1)
Solving an Ethical Controversy
Fair Play across Borders	419	(1)
Promotional Pricing	420	(1)
Marketing Hit
Dell's Low-Price Strategy Dominates PC Market	420	(1)
Price-Quality Relationships	421	(1)
Competitive Bidding and Negotiated Prices	422	(1)
Negotiating Prices Online	422	(1)
The Transfer Pricing Dilemma	423	(1)
Global Considerations and Online Pricing	423	(3)
Traditional Global Pricing Strategies	424	(1)
Characteristics of Online Pricing	424	(1)
Bundle Pricing	425	(1)
Strategic Implications of Marketing in the 21st Century	426	(1)
Summary of Chapter Objectives	427	(2)
Marketing Terms You Need to Know	428	(1)
Other Important Marketing Terms	428	(1)
Review Questions	428	(1)
Projects and Teamwork Exercises	428	(1)
'netWork	429	(1)
CQC Dental Makes a Price Increase Easier to Swallow	430
Bombardier Lets Prices Soar	17
Krispy Kreme Continuing Case---Part 5	10	(421)
Part 6 Distribution Strategy	431	(62)
Marketing Channels, Logistics, and Supply Chain Management	432	(32)
Opening Vignette
Blockbuster Faces Competition from Its Suppliers	433	(1)
Chapter Overview	434	(1)
The Role of Marketing Channels in Marketing Strategy	435	(1)
Types of Marketing Channels	436	(3)
Direct Selling	437	(1)
Channels Using Marketing Intermediaries	438	(1)
Dual Distribution	439	(1)
Reverse Channels	439	(1)
Channel Strategy Decisions	440	(4)
Selection of a Marketing Channel	440	(1)
Determining Distribution Intensity	441	(3)
Who Should Perform Channel Functions?	444	(1)
Channel Management and Leadership	444	(3)
Channel Conflict	445	(1)
Solving an Ethical Controversy
Secret Costs of Shelf Space	446	(1)
Achieving Channel Cooperation	447	(1)
Vertical Marketing Systems	447	(3)
Corporate Systems	447	(1)
Administered Systems	448	(1)
Contractual Systems	448	(1)
Marketing Hit
Coach Builds a World-Class Accessory Business with a Corporate Marketing Channel	448	(2)
The Role of Logistics in Distribution Strategy	450	(2)
Enterprise Resource Planning	450	(1)
Logistical Cost Control	451	(1)
Physical Distribution	452	(8)
The Problem of Suboptimization	452	(1)
Customer Service Standards	453	(1)
Transportation	453	(5)
Warehousing	458	(1)
Marketing Hit
The U.S. Military Turns to Private-Sector Logistics	458	(1)
Inventory Control Systems	459	(1)
Order Processing	459	(1)
Protective Packaging and Materials Handling	459	(1)
Strategic Implications of Marketing in the 21st Century	460	(1)
Summary of Chapter Objectives	460	(2)
Marketing Terms You Need to Know	461	(1)
Other Important Marketing Terms	461	(1)
Review Questions	462	(1)
Projects and Teamwork Exercises	462	(1)
'netWork	462	(1)
Dell Direct? Well, Not Always	463
Ipswich Shellfish Delivers Fresh Lobster	18	(446)
Direct Marketing and Marketing Resellers: Retailers and Wholesalers	464	(29)
Opening Vignette
Lowe's Knows Women	465	(1)
Chapter Overview	466	(1)
Retailing	466	(1)
Evolution of Retailing	466	(1)
Retailing Strategy	467	(8)
Marketing Miss
JCPenney Wants to Be Where the Girls Are	468	(1)
Selecting a Target Market	468	(1)
Merchandising Strategy	469	(1)
Customer Service Strategy	470	(1)
Pricing Strategy	471	(1)
Solving an Ethical Controversy
Wal-Mart on the March	472	(1)
Location-Distribution Strategy	472	(2)
Promotional Strategy	474	(1)
Store Atmospherics	475	(1)
Types of Retailers	475	(5)
Classification of Retailers by Form of Ownership	476	(1)
Classification by Shopping Effort	476	(1)
Classification by Services Provided	476	(1)
Classification by Product Lines	477	(3)
Retail Convergence and Scrambled Merchandising	480	(1)
Wholesaling Intermediaries	480	(6)
Functions of Wholesaling Intermediaries	480	(2)
Types of Wholesaling Intermediaries	482	(4)
Retailer-Owned Cooperatives and Buying Offices	486	(1)
Direct Marketing and Other Nonstore Retailing	486	(3)
Direct Mail	486	(1)
Direct Selling	487	(1)
Direct-Response Retailing	487	(1)
Marketing Miss
Prozac by Mail	487	(1)
Telemarketing	488	(1)
Internet Retailing	488	(1)
Automatic Merchandising	488	(1)
Strategic Implications of Marketing in the 21st Century	489	(1)
Summary of Chapter Objectives	489	(2)
Marketing Terms You Need to Know	490	(1)
Other Important Marketing Terms	490	(1)
Review Questions	491	(1)
Projects and Teamwork Exercises	491	(1)
'netWork	491	(1)
Retail Rocks around the Clock	492
Neiman Marcus Takes Care of Its Customers	19
Krispy Kreme Continuing Case---Part 6	12	(481)
Part 7 Promotional Strategy	493
Integrated Marketing Communications	494	(36)
Opening Vignette
How Marketers Plan to Reach You	495	(1)
Chapter Overview	496	(1)
Integrated Marketing Communications	496	(3)
Importance of Teamwork	498	(1)
Role of Databases in Effective IMC Programs	498	(1)
The Communications Process	499	(3)
Objectives of Promotion	502	(3)
Provide Information	502	(1)
Increase Demand	503	(1)
Differentiate the Product	503	(1)
Marketing Hit
Up, Up, and Away with JetBlue	503	(1)
Accentuate the Product's Value	504	(1)
Stabilize Sales	504	(1)
Elements of the Promotional Mix	505	(4)
Personal Selling	505	(1)
Nonpersonal Selling	505	(3)
Marketing Hit
Guerilla Marketing: PepsiCo's Code Red	508	(1)
Sponsorships	509	(3)
Sponsorship Spending	509	(1)
Growth of Sponsorships	510	(1)
How Sponsorship Differs from Advertising	511	(1)
Assessing Sponsorship Results	511	(1)
Direct Marketing	512	(4)
Direct Marketing Communications Channels	512	(1)
Direct Mail	512	(2)
Telemarketing	514	(1)
Direct Marketing via Broadcast Channels	514	(1)
Electronic Direct Marketing Channels	515	(1)
Other Direct Marketing Channels	515	(1)
Developing an Optimal Promotional Mix	516	(2)
Nature of the Market	516	(1)
Nature of the Product	516	(1)
Stage in the Product Life Cycle	517	(1)
Price	517	(1)
Funds Available for Promotion	518	(1)
Pulling and Pushing Promotional Strategies	518	(1)
Budgeting for Promotional Strategy	519	(2)
Measuring the Effectiveness of Promotion	521	(1)
Measuring Online Promotions	522	(1)
The Value of Marketing Communications	522	(3)
Solving an Ethical Controversy
Should Marketing Promotions Target Children?	523	(1)
Social Importance	524	(1)
Business Importance	524	(1)
Economic Importance	525	(1)
Strategic Implications of Marketing in the 21st Century	525	(1)
Summary of Chapter Objectives	526	(2)
Marketing Terms You Need to Know	527	(1)
Other Important Marketing Terms	527	(1)
Review Questions	527	(1)
Projects and Teamwork Exercises	527	(1)
'netWork	528	(1)
Elvis Is Alive and Well---in Graceland	529
Cherry Capital Airport Keeps People Flying	21	(509)
Advertising, Sales Promotion, and Public Relations	530	(36)
Opening Vignette
George Foreman and His Lean Mean Grilling Machine	531	(1)
Chapter Overview	532	(1)
Advertising	532	(2)
Types of Advertising	533	(1)
Objectives of Advertising	533	(1)
Advertising Strategies	534	(4)
Comparative Advertising	534	(1)
Celebrity Testimonials	535	(1)
Marketing Hit
Revlon Wants to Be Unforgettable	536	(1)
Retail Advertising	537	(1)
Interactive Advertising	537	(1)
Creating an Advertisement	538	(4)
Translating Advertising Objectives into Advertising Plans	538	(1)
Advertising Messages	539	(1)
Developing and Preparing Ads	540	(1)
Creating Interactive Ads	541	(1)
Media Selection	542	(6)
Solving an Ethical Controversy
What to Do about Pop-Up Ads?	542	(1)
Television	543	(1)
Radio	544	(1)
Marketing Hit
Monster.com Does a Good Job Advertising	544	(1)
Newspapers	545	(1)
Magazines	545	(1)
Direct Mail	546	(1)
Outdoor Advertising	546	(1)
Interactive Media	547	(1)
Other Advertising Media	547	(1)
Media Scheduling	548	(1)
Organization of the Advertising Function	548	(1)
Advertising Agencies	549	(1)
Sales Promotion	549	(5)
Consumer-Oriented Sales Promotions	550	(3)
Trade-Oriented Promotions	553	(1)
Public Relations	554	(2)
Marketing and Nonmarketing Public Relations	555	(1)
Publicity	556	(1)
Cross Promotion	556	(1)
Measuring Promotional Effectiveness	557	(3)
Measuring Advertising Effectiveness	557	(1)
Measuring Sales Promotion Effectiveness	558	(1)
Measuring Public Relations Effectiveness	559	(1)
Evaluating Interactive Media	559	(1)
Ethics in Nonpersonal Selling	560	(1)
Advertising Ethics	560	(1)
Ethics in Sales Promotion and Public Relations	561	(1)
Strategic Implications of Marketing in the 21st Century	561	(1)
Summary of Chapter Objectives	562	(2)
Marketing Terms You Need to Know	562	(1)
Other Important Marketing Terms	563	(1)
Review Questions	563	(1)
Projects and Teamwork Exercises	563	(1)
'netWork	564	(1)
JCPenney Learns Some Tough Advertising Lessons	565
Oxygen Media and Mullen Advertising Team Up for Women's Programming	22	(544)
Personal Selling and Sales-Force Management	566
Opening Vignette
Transforming the Sales Force at IBM	567	(1)
Chapter Overview	568	(1)
The Evolution of Personal Selling	568	(2)
The Four Sales Channels	570	(4)
Over-the-Counter Selling	570	(1)
Field Selling	571	(1)
Telemarketing	572	(1)
Marketing Hit
Sales Pro Bounces Back	572	(1)
Inside Selling	573	(1)
Solving an Ethical Controversy
The National Do Not Call List: Friend or Foe?	573	(1)
Integrating the Various Selling Channels	574	(1)
Recent Trends in Personal Selling	574	(4)
Relationship Selling	575	(1)
Consultative Selling	575	(2)
Team Selling	577	(1)
Sales-Force Automation	577	(1)
Sales Tasks	578	(2)
Order Processing	579	(1)
Creative Selling	579	(1)
Missionary Selling	580	(1)
The Sales Process	580	(6)
Marketing Hit
Selling SAP Software in a Rotten Economy	580	(1)
Prospecting and Qualifying	581	(1)
Approach	582	(1)
Presentation	582	(1)
Demonstration	583	(1)
Handling Objections	584	(1)
Closing	584	(1)
Follow-Up	585	(1)
Managing the Sales Effort	586	(7)
Recruitment and Selection	587	(1)
Training	587	(1)
Organization	588	(1)
Supervision	589	(1)
Motivation	590	(1)
Compensation	591	(1)
Evaluation and Control	591	(2)
Ethical Issues in Sales	593	(2)
Ethical Dilemmas	594	(1)
Strategic Implications of Marketing in the 21st Century	595	(1)
Summary of Chapter Objectives	596	(2)
Marketing Terms You Need to Know	597	(1)
Other Important Marketing Terms	597	(1)
Review Questions	597	(1)
Projects and Teamwork Exercises	598	(1)
'netWork	598	(1)
The Complex World of Overseas Sales	599
Concept2 Rows to Success	23
Krispy Kreme Continuing Case---Part 7	14
Video Cases	1	(1)
Krispy Kreme Continuing Case	1	(1)
FUBU Integrated Case	1	(1)
Appendix A: Developing a Marketing Plan	1	(1)
Appendix B: Financial and New-Product Analysis	1	(1)
Notes	1	(1)
Glossary	1	(1)
Credits	1	(1)
Indexes	1