Marketing W/Student CD-ROM and PowerWeb

by Etzel, Michael J.; Walker, Bruce J.; Stanton, William J.

• ISBN13: 9780072553727
• ISBN10: 0072553723
• Edition: 13th
• Format: Paperback
• Copyright: 2003-05-29
• Publisher: McGraw-Hill/Irwin

Summary

Marketing, 13/e, by Etzel, Walker and Stanton continues to be a popular, low-cost, paperback option in the Principles market. This text is thoroughly revised, completely updated, and continues to incorporate technology, and feature in-text and boxed examples that highlight global issues, technology, ethics, and applied decision making, chapter opening cases, and part-ending cases. Other marketing themes integrated throughout the text include critical and current themes such as global marketing, customer relationship management, small business and entrepreneurship. This edition features a completely new design, a new Student CD-ROM, a revised supplements package and an interactive web page.

Table of Contents

Preface	xvi
Part One The Nature and Scope of Marketing	2	(84)
1 The Field of Marketing	2	(26)
How Durable is the NORDSTROM Way?	3	(25)
Nature and Scope of Marketing	4	(2)
Evolution of Marketing	6	(3)
The Marketing Concept	9	(1)
You Make the Decision
Which of the Following Are Examples of Marketing?	10	(3)
Marketing in the Information Economy
What Opportunities Does Technology Offer to Marketing?	13	(4)
A Company's Marketing Program	17	(1)
Ethics and Marketing	18	(1)
An Ethical Dilemma?	19	(1)
Importance of Marketing	20	(2)
Global Perspective
Who Exports Which Products to the U.S.?	22	(4)
More about NORDSTROM	26	(2)
2 The Dynamic Marketing Environment	28	(22)
Is XM SATELLITE RADIO Playing Your song?	29	(21)
Environmental Monitoring	30	(1)
External Macroenvironment	30	(4)
You Make the Decision
How Can a Firm Appeal to Generation Y?	34	(3)
A Global Perspective
How Competitive Do We Want to Be?	37	(3)
Marketing in the Information Economy
If it's such a Great Service, Why Did Webvan Fail?	40	(4)
An Ethical Dilemma?	44	(1)
External Microenvironment	44	(2)
Organization's Internal Environment	46	(2)
More about XM SATELLITE RADIO	48	(2)
3 Global Markets and Marketing	50	(29)
Is LEGO still Playing but Have the Rules Changed?	51	(28)
The Significance of International Trade	52	(3)
The Attraction of International Marketing	55	(1)
Marketing in the Information Economy
How Does the Internet Improve Global Marketing Operations?	56	(1)
Strategic Planning for International Marketing	56	(9)
Organization Structures for International Markets	65	(5)
Designing the Marketing Mix	70	(2)
You Make the Decision
Should a Country or Region Be Allowed to Restrict the Use of the Name of a Food?	72	(2)
An Ethical Dilemma?	74	(3)
More about LEGO	77	(2)
Cases for Part 1	79	(7)
Case 1: eBay	79	(3)
Case 2: Coca-Cola Co. versus PepsiCo	82	(4)
Part Two Identifying and selecting Markets	86	(120)
4 Consumer Markets and Buying Behavior	86	(30)
Can HARLEY-DAVIDSON Ride Any Faster?	87	(29)
The Consumer Market	88	(6)
Consumer Decision Making	94	(3)
You Make the Decision
Can Marketing Be Too successful?	97	(3)
A Global Perspective
Is Western Marketing Changing Chinese Women?	100	(6)
An Ethical Dilemma?	106	(3)
Marketing in the Information Economy
Will the Swap Meets Be in Cyberspace?	109	(4)
More about HARLEY-DAVIDSON	113	(3)
5 Business Markets and Business Buying Behavior	116	(28)
Can FREEMARKETS Satisfy Buyers and Sellers	117	(27)
Nature and Scope of the Business Market	118	(2)
Components of the Business Market	120	(4)
A Global Perspective
How Can a Business Marketer Learn about International Opportunities?	124	(1)
Characteristics of Business Market Demand	124	(3)
Determinants of Business Market Demand	127	(4)
Business Buying Behavior	131	(4)
You Make the Decision
Is It Better to Have One supplier or Multiple Suppliers?	135	(3)
An Ethical Dilemma?	138	(3)
Marketing in the Information Economy
Are Private Exchanges Displacing Public Exchanges?	141	(1)
More about FREEMARKETS	142	(2)
6 Market segmentation, Targeting and Positioning	144	(28)
The SMART CAR is Short and Sweet, but Will It Sell ?	145	(27)
An Overview of Market Segments and Target Markets	146	(1)
Market Segmentation	147	(3)
Ultimate Consumers and Business Users-the First Cut	150	(1)
Segmenting Consumer Markets	150	(5)
Marketing in the Information Economy
Will "Kathy" and "Lewis" Buy the New Taurus?	155	(1)
Segmenting Business Markets	156	(2)
Target-Market Strategies	158	(3)
A Global Perspective
Do Segments Transcend Borders?	161	(1)
Positioning	162	(2)
An Ethical Dilemma?	164	(1)
Forecasting Market Demand	165	(5)
More about the SMART CAR	170	(2)
7 Marketing Research and Market Information	172	(28)
Who's Counting on the CENSUS BUREAU?	173	(27)
The Marketing Research Function	174	(2)
Marketing Information Systems	176	(2)
Decision Support Systems	178	(2)
Databases, Data Warehouses, and Data Mining	180	(2)
An Ethical Dilemma?	182	(1)
Marketing Research Projects	182	(7)
Marketing in the Information Economy
For Which Kinds of Consumer Surveys Is the Internet Appropriate?	189	(3)
A Global Perspective
Making Adjustments to Conduct Global Research	192	(2)
You Make the Decision
Should Personal Observation by Executives Replace Formal Marketing Research?	194	(1)
Competitive Intelligence	194	(2)
Ethical Issues in Marketing Research	196	(1)
Status of Marketing Research	197	(1)
More about the CENSUS BUREAU	198	(2)
Cases for Part 2	200	(6)
Case 1: The Gap	200	(2)
Case 2: UPS versus FedEx versus USPS	202	(4)
Part Three Product	206	(110)
8 Product Planning and Development	206	(28)
Will the SEGWAY HT start Rolling?	207	(27)
The Meaning of Product	208	(2)
Classifications of Products	210	(7)
Importance of Product Innovation	217	(1)
Development of New Products	218	(1)
Marketing in the Information Economy
Will Consumers Ever Be Ready for E-Books?	219	(2)
A Global Perspective
Can New-Product Ideas Be Found on Other Continents?	221	(3)
An Ethical Dilemma?	224	(1)
New-Product Adoption and Diffusion	225	(3)
Organizing for Product Innovation	228	(3)
More about SEGWAY HT	231	(3)
9 Product-Mix Strategies	234	(24)
Can PALM Get a Better Grip on Its Market?	235	(23)
Product Mix and Product Line	236	(1)
Product-Mix Strategies	237	(3)
You Make the Decision
How Many Products Are Too Many?	240	(1)
An Ethical Dilemma?	241	(2)
The Product Life Cycle	243	(7)
Planned Obsolescence and Fashion	250	(3)
A Global Perspective
How Do New Fashions Make It So Quickly from Europe to the U.S.?	253	(1)
More about PALM	254	(4)
10 Brands, Packaging and Other Product Features	258	(26)
Is GEORGE FOREMAN the Champion in Another Ring?	259	(25)
Brands	260	(1)
A Global Perspective
Who's Got the Bud?	261	(5)
Branding Strategies	266	(7)
Packaging and Labeling	273	(1)
An Ethical Dilemma?	274	(3)
Design, Color, and Quality	277	(3)
You Make the Decision
How Can the Business World Be So Blue?	280	(2)
More about GEORGE FOREMAN	282	(2)
11 Services Marketing	284	(24)
Can ENTERPRISE Rent-A-Car Stay in the Fast Lane?	285	(23)
Nature and Importance of Services	286	(3)
The Development of Services Marketing	289	(1)
Developing a Services Marketing Program	290	(6)
Marketing in the Information Economy
Smart Cards: Blessing, Curse, or Just Not Necessary?	296	(2)
You Make the Decision
How Should a Service Marketer Adjust Prices?	298	(3)
Managing Service Quality	301	(2)
The Future of Services Marketing	303	(1)
An Ethical Dilemma?	303	(3)
More about ENTERPRISE Rent-A-Car	306	(2)
Cases for Part 3	308	(8)
Case 1: Walt Disney Co.	308	(3)
Case 2: Nintendo versus Sony versus Microsoft	311	(5)
Part Four Price	316	(70)
12 Price Determination	316	(28)
With PRICELINE.COM, Is the Price Always Right?	317	(27)
Meaning of Price	318	(2)
Importance of Price	320	(2)
Pricing Objectives	322	(2)
An Ethical Dilemma?	324	(1)
Factors Influencing Price Determination	325	(6)
Costs-Plus Pricing	331	(2)
Break-Even Analysis	333	(2)
Prices Based on Marginal Analysis	335	(1)
Prices Set in Relation to Market Alone	336	(1)
Marketing in the Information Economy
Who Gets a Price Advantage from the Internet?	337	(2)
You Make the Decision
Can You Deal with a Kinked Demand Curve?	339	(1)
A Global Perspective
How Is a New Currency Affecting Pricing in Europe?	340	(2)
More about PRICELINE.COM	342	(2)
A Appendix	344	(20)
Marketing Math	344	(20)
Price Elasticity of Demand	344	(1)
The Operating statement	345	(3)
Markups	348	(2)
Analytical Ratios	350	(14)
13 Pricing Strategies	364	(15)
Can BLUEFLY soar High with Low Prices Online?	355	(24)
Price versus Nonprice Competition	357	(1)
A Global Perspective
Does the Wal-Mart Way Work around the Globe?	358	(2)
Market-Entry strategies	360	(2)
Discounts and Allowances	362	(4)
Geographic Pricing Strategies	366	(3)
Special Pricing Strategies and Situations	369	(4)
An Ethical Dilemma?	373	(1)
You Make the Decision
Is It No Longer Possible to Raise Prices?	374	(2)
More about BLUEFLY	376	(3)
Cases for Part 4	379	(7)
Case 1: Southwest Airlines	379	(2)
Case 2: Dell Computer Corp.	381	(5)
Part Five Distribution	386	(96)
14 Channels of Distribution	386	(32)
Can AVON PRODUCTS Use, Distribution for a Makeover?	387	(31)
Middlemen and Distribution Channels	389	(2)
Designing Distribution Channels	391	(2)
Selecting the Type of Channel	393	(1)
A Global Perspective
Why Do Gray Markets Give Producers and Middlemen Gray Hair?	394	(9)
Marketing in the Information Economy
Will the Growth of the Internet Be the Demise of Middlemen?	403	(1)
Determining Intensity of Distribution	403	(2)
Conflict and Control in Channels	405	(4)
An Ethical Dilemma?	409	(3)
Legal Considerations in Managing Channels	412	(2)
More about AVON PRODUCTS	414	(4)
15 Retailing	418	(28)
Can PETsMART Be Top Dog?	419	(27)
Nature and Importance of Retailing	420	(7)
Retailers Classified by Form of Ownership	427	(3)
You Make the Decision
Would You Buy a Retail Franchise?	430	(1)
Retailers Classified by Marketing Strategies	430	(6)
An Ethical Dilemma?	436	(1)
Nonstore Retailing	436	(3)
Marketing in the Information Economy
Have "Bots" Changed shopping and Pricing on the Internet?	439	(2)
Institutional Change in Retailing	441	(1)
A Global Perspective
Are All Retailers Moving into Foreign Countries?	441	(2)
More about PETsMART	443	(3)
16 Wholesaling and Physical Distribution	446	(29)
Can W.W. GRAINGER Harness Every Distribution Channel?	447	(28)
Nature and Importance of Wholesaling	448	(5)
Merchant Wholesalers	453	(1)
Agent Wholesaling Middlemen	454	(3)
An Ethical Dilemma?	457	(1)
Nature and Importance of Physical Distribution	457	(2)
Marketing in the Information Economy
Can the Locations of over 50,000 Truck Tractors and Trailers Be Pinpointed?	459	(4)
Tasks in Physical Distribution Management	463	(2)
You Make the Decision
Will RFID Replace Bar Codes?	465	(3)
A Global Perspective
How Large Can Container Ships Be?	468	(5)
More about W.W. GRAINGER	473	(2)
Cases for Part 5	475	(7)
Case 1: Target Corp.	475	(2)
Case 2: Costco versus Sam's Club	477	(5)
Part Six Promotion	482	(86)
17 Integrated Marketing Communications	482	(26)
When AFLAC's Duck squawks, Who's Listening?	488	(20)
The Role of Promotion in Marketing	484	(2)
Promotion Methods	486	(2)
Integrated Marketing Communication	488	(2)
You Make the Decision
Are Sponsorships a Good Use of Promotional Resources?	490	(2)
The Communication Process and Promotion	492	(1)
Marketing in the Information Economy
Are You Ready for Advergames that Become Viral Objects?	493	(1)
Determining the Promotional Mix	494	(5)
The Promotion Budget	499	(2)
An Ethical Dilemma?	501	(1)
Regulation of Promotion	501	(2)
A Global Perspective
In Promotion, Will the EU Stitch Together a Regulatory Blanket or a Crazy Quilt?	503	(2)
More about AFLAC	505	(3)
18 Personal Selling and Sales Management	508	(24)
Has JOHNSON CONTROLS Found a New Road to Sales?	509	(23)
Nature of Personal selling	510	(5)
Changing Patterns in Personal selling	515	(4)
Marketing in the Information Economy
Is it Possible to Have Too Much of a Good Thing?	519	(1)
The Personal Selling Process	520	(3)
Strategic Sales-Force Management	522	(1)
Staffing and Operating a Sales Force	523	(3)
An Ethical Dilemma?	526	(1)
You Make the Decision
Should Organizations Use Special Incentives to Motivate Sales People?	527	(1)
Evaluating a Sales Person's Performance	527	(2)
More about JOHNSON CONTROLS	529	(3)
19 Advertising, Sales Promotion and Public Relations	532	(29)
Can ROYAL CARIBBEAN Cruise to a Profitable Harbor?	533	(28)
Nature and Scope of Advertising	534	(4)
Developing an Advertising Campaign	538	(2)
A Global Perspective
If a Global Marketing Strategy Won't Work, How about Global Advertising Campaigns?	540	(2)
An Ethical Dilemma?	542	(5)
You Make the Decision
How Should "Unconventional" Advertising Media Be Evaluated?	547	(1)
Marketing in the Information Economy
Is What You See What's Really There?	548	(1)
Organizing for Advertising	549	(1)
Sales Promotion	550	(6)
Public Relations	556	(3)
More about ROYAL CARIBBEAN	559	(2)
Cases for Part 6	561	(7)
Case 1: Nike	561	(3)
Case 2: The Hummer	564	(4)
Part Seven Managing the Marketing Effort	568
20 Strategic Marketing Planning	568	(24)
Can STARBUCKS Continue to Brew Plans for Profitable Growth?	569	(23)
Planning as Part of Management	570	(4)
Strategic Company Planning	574	(2)
Strategic Marketing Planning	576	(2)
You Make the Decision
Which Meat Has the Edge?	578	(1)
Annual Marketing Planning	579	(1)
An Ethical Dilemma?	579	(2)
Selected Planning Models	581	(2)
A Global Perspective
Is Expansion into China a Desirable Growth Strategy?	583	(1)
Marketing in the Information Economy
Does the Internet Foster Cannibalization?	584	(5)
More about STARBUCKS	589	(3)
21 Marketing Implementation and Evaluation	592	(28)
Can Anyone Catch ZARA in the Fashion Race?	593	(27)
Implementation in Marketing Management	594	(1)
Organizing for Implementation	595	(1)
An Ethical Dilemma?	596	(4)
Postsale Follow-Through	600	(3)
A Global Perspective
How Could a Guarantee Be Legal in AII Countries But One?	603	(2)
Marketing in the Information Economy
Can Online Customer Service Be Personal-and Pleasing?	605	(1)
Evaluating Marketing Performance	606	(2)
Analyses of sales Volume and Market Share	608	(2)
Marketing Cost Analysis	610	(5)
Use of Findings from Volume and Cost Analyses	615	(2)
More about ZARA	617	(3)
22 Marketing and the Information Economy	620	(24)
What's the incentive for MARITZ to Use Technology?	621	(23)
The Importance of Information in Marketing	623	(1)
Information Technology in Marketing	624	(4)
The Impact of the Internet on Markets	628	(1)
You Make the Decision
How Likely Is Your Car, Watch, or Key Chain to Become a Debit Card?	629	(3)
The Impact of the Internet on Marketing strategy	632	(5)
An Ethical Dilemma?	637	(1)
Issues and Opportunities in the Information Economy	637	(4)
A Global Perspective
Is Covisint a Blessing or a Curse?	641	(1)
The Future	641	(1)
More about MARITZ	642	(2)
Cases for Part 7	644
Case 1: McDonald's	644	(3)
Case 2: Amazon.com	647
Notes and References	N-1
Photo Credits	P-1
Glossary	G-1
Indexes	I-1
Name Index
Subject Index