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MP Essentials of Marketing w/ Student CD-ROM & Apps 2005,9780073049205
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MP Essentials of Marketing w/ Student CD-ROM & Apps 2005

by ; ;
Edition:
10th
ISBN13:

9780073049205

ISBN10:
0073049204
Format:
Package
Pub. Date:
6/28/2005
Publisher(s):
McGraw-Hill/Irwin
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Summary

Essentials of Marketing is a brief version of Basic Marketing. Basic Marketing and Essentials of Marketing are the first books to develop and present the 4Ps framework (Product, Price, Place, Promotion) which describes the components of the marketing mix and forms the foundation of Marketing. Like Basic Marketing, Essentials of Marketing offers a very thorough integration of the latest marketing themes, topics, and examples woven throughout. While Essentials of Marketing is a brief text, it is not a cut-and-paste of Basic Marketing. It is written carefully, thoroughly and specifically to be suitable for shorter Marketing courses. Author Bill Perreault shows this same dedication to the supplements package. Where most principles of marketing texts have separate supplement authors, Bill Perreault creates every item in the package. This unique involvement ensures quality, accuracy, and reliability

Table of Contents

Marketing's Value to Consumers, Firms, and Society
Marketing---What's It All About?
4(2)
Marketing Is Important to You
6(1)
How Should We Define Marketing?
7(2)
Macro-Marketing
9(4)
The Role of Marketing in Economic Systems
13(2)
Marketing's Role Has Changed a Lot over the Years
15(1)
What Does the Marketing Concept Mean?
16(2)
Adoption of the Marketing Concept Has Not Been Easy or Universal
18(1)
The Marketing Concept and Customer Value
19(3)
The Marketing Concept Applies in Nonprofit Organizations
22(1)
The Marketing Concept, Social Responsibility, and Marketing Ethics
23(10)
Conclusion
27(1)
Key Terms
27(1)
Questions and Problems
28(1)
Suggested Cases
29(1)
Computer-Aided Problem
29(4)
Marketing Strategy Planning
The Management Job in Marketing
33(1)
What Is Marketing Strategy Planning?
34(1)
Selecting a Market-Oriented Strategy Is Target Marketing
34(2)
Developing Marketing Mixes for Target Markets
36(5)
The Marketing Plan Is a Guide to Implementation and Control
41(1)
The Importance of Marketing Strategy Planning
42(2)
Creative Strategy Planning Needed for Survival
44(1)
What Are Attractive Opportunities?
45(1)
Marketing Strategy Planning Process Highlights Opportunities
45(3)
Types of Opportunities to Pursue
48(2)
International Opportunities Should Be Considered
50(7)
Conclusion
51(1)
Key Terms
51(1)
Questions and Problems
52(1)
Suggested Cases
52(1)
Computer-Aided Problem
53(4)
Focusing Marketing Strategy with Segmentation and Positioning
Search for Opportunities Can Begin by Understanding Markets
57(2)
Naming Product-Markets and Generic Markets
59(2)
Market Segmentation Defines Possible Target Markets
61(5)
What Dimensions Are Used to Segment Markets?
66(4)
More Sophisticated Techniques May Help in Segmenting
70(2)
Differentiation and Positioning Take the Customer Point of View
72(8)
Conclusion
75(1)
Key Terms
76(1)
Questions and Problems
76(1)
Suggested Cases
76(1)
Computer-Aided Problem
76(4)
Evaluating Opportunities in the Changing Marketing Environment
The Marketing Environment
80(1)
Objectives Should Set Firm's Course
80(2)
Company Resources May Limit Search for Opportunities
82(1)
Analyzing Competitors and the Competitive Environment
83(4)
The Economic Environment
87(2)
The Technological Environment
89(1)
The Political Environment
90(2)
The Legal Environment
92(2)
The Cultural and Social Environment
94(4)
Population in the U.S. Consumer Market
98(3)
Using Screening Criteria to Narrow Down to Strategies
101(2)
Planning Grids Help Evaluate a Portfolio of Opportunities
103(1)
Multiproduct Firms Have a Difficult Strategy Planning Job
104(1)
Evaluating Opportunities in International Markets
104(6)
Conclusion
105(1)
Key Terms
106(1)
Questions and Problems
106(1)
Suggested Cases
107(1)
Computer-Aided Problem
107(3)
Final Consumers and Their Buying Behavior
Consumer Behavior---Why Do They Buy What They Buy?
110(1)
Consumer Spending Patterns Are Related to Income
110(2)
The Behavioral Sciences Help You Understand the Buying Process
112(1)
Psychological Influences within an Individual
113(8)
Social Influences Affect Consumer Behavior
121(5)
Individuals Are Affected by the Purchase Situation
126(1)
Consumers Use Problem-Solving Processes
127(5)
Consumer Behavior in International Markets
132(6)
Conclusion
132(1)
Key Terms
133(1)
Questions and Problems
133(1)
Suggested Cases
134(1)
Computer-Aided Problem
134(4)
Business and Organizational Customers and Their Buying Behavior
Business and Organizational Customers---A Big Opportunity
138(1)
Organizational Customers Are Different
138(3)
Many Different People May Influence a Decision
141(3)
Organizational Buyers Are Problem Solvers
144(1)
Buyer--Seller Relationships in Business Markets
145(4)
Internet E-Commerce Is Reshaping Many Business Markets
149(5)
Manufacturers Are Important Customers
154(3)
Producers of Services---Smaller and More Spread Out
157(1)
Retailers and Wholesalers Buy for Their Customers
158(1)
The Government Market
159(7)
Conclusion
161(1)
Key Terms
162(1)
Questions and Problems
162(1)
Suggested Cases
163(1)
Computer-Aided Problem
163(3)
Improving Decisions with Marketing Information
Radical Changes Are Underway in Marketing Information
166(4)
What Is Marketing Research?
170(1)
The Scientific Method and Marketing Research
171(1)
Five-Step Approach to Marketing Research
171(1)
Defining the Problem---Step 1
172(1)
Analyzing the Situation---Step 2
172(4)
Getting Problem--Specific Data---Step 3
176(7)
Interpreting the Data---Step 4
183(2)
Solving the Problem---Step 5
185(1)
International Marketing Research
186(1)
How Much Information Do You Need?
186(6)
Conclusion
187(1)
Key Terms
187(1)
Questions and Problems
187(1)
Suggested Cases
188(1)
Computer-Aided Problem
188(4)
Elements of Product Planning for Goods and Services
The Product Area Involves Many Strategy Decisions
192(1)
What Is a Product?
192(3)
Differences in Goods and Services
195(1)
Whole Product Lines Must Be Developed Too
196(1)
Product Classes Help Plan Marketing Strategies
196(1)
Consumer Product Classes---How They Are Defined
197(3)
Business Product Classes---How They Are Defined
200(3)
Branding Needs a Strategy Decision Too
203(1)
Conditions Favorable to Branding
204(1)
Achieving Brand Familiarity Is Not Easy
204(2)
Protecting Brand Names and Trademarks
206(1)
What Kind of Brand to Use?
207(1)
Who Should Do the Branding?
208(1)
The Strategic Importance of Packaging
209(1)
What Is Socially Responsible Packaging?
210(1)
Warranty Policies Are a Part of Strategy Planning
211(7)
Conclusion
213(1)
Key Terms
213(1)
Questions and Problems
214(1)
Suggested Cases
215(1)
Computer-Aided Problem
215(3)
Product Management and New-Product Development
Managing Products over Their Life Cycles
218(2)
Product Life Cycles Should Be Related to Specific Markets
220(2)
Product Life Cycles Vary in Length
222(2)
Planning for Different Stages of the Product Life Cycle
224(3)
New-Product Planning
227(1)
An Organized New-Product Development Process Is Critical
228(6)
New-Product Development: A Total Company Effort
234(1)
Need for Product Managers
235(1)
Managing Product Quality
236(10)
Conclusion
241(1)
Key Terms
242(1)
Questions and Problems
242(1)
Suggested Cases
242(1)
Computer-Aided Problem
243(3)
Place and Development of Channel Systems
Place Decisions Are an Important Part of Marketing Strategy
246(1)
Place Decisions Are Guided by ``Ideal'' Place Objectives
246(2)
Channel System May Be Direct or Indirect
248(3)
Channel Specialists May Reduce Discrepancies and Separations
251(2)
Channel Relationship Must Be Managed
253(3)
Vertical Marketing Systems Focus on Final Customers
256(2)
The Best Channel System Should Achieve Ideal Market Exposure
258(2)
Channel Systems Can Be Complex
260(8)
Conclusion
263(1)
Key Terms
263(1)
Questions and Problems
263(1)
Suggested Cases
264(1)
Computer-Aided Problem
264(4)
Distribution Customer Service and Logistics
Physical Distribution Gets It to Customers
268(1)
Physical Distribution Customer Service
269(2)
Physical Distribution Concept Focuses on the Whole Distribution System
271(2)
Coordinating Logistics Activities among Firms
273(3)
The Transporting Function Adds Value to a Marketing Strategy
276(1)
Which Transporting Alternative Is Best?
277(3)
The Storing Function and Marketing Strategy
280(2)
Specialized Storing Facilities May Be Required
282(2)
The Distribution Center---A Different Kind of Warehouse
284(6)
Conclusion
284(1)
Key Terms
285(1)
Questions and Problems
285(1)
Suggested Cases
285(1)
Computer-Aided Problem
286(4)
Retailers, Wholesalers, and Their Strategy Planning
Wholesalers and Retailers Plan Their Own Strategies
290(1)
The Nature of Retailing
291(1)
Planning a Retailer's Strategy
291(2)
Conventional Retailers---Try to Avoid Price Competition
293(1)
Expand Assortment and Service---To Compete at a High Price
294(1)
Evolution of Mass---Merchandising Retailers
294(3)
Some Retailers Focus on Added Convenience
297(1)
Retailing on the Internet
298(4)
Why Retailers Evolve and Change
302(1)
Retailer Size and Profits
303(2)
Differences in Retailing in Different Nations
305(1)
What Is a Wholesaler?
305(1)
Wholesaling Is Changing with the Times
306(1)
Wholesalers Add Value in Different Ways
307(1)
Merchant Wholesalers Are the Most Numerous
308(3)
Agent Middlemen Are Strong on Selling
311(2)
What Will Happen to Retailers and Wholesalers in the Future?
313(5)
Conclusion
313(1)
Key Terms
314(1)
Questions and Problems
314(1)
Suggested Cases
315(1)
Computer-Aided Problem
315(3)
Promotion---Introduction to Integrated Marketing Communications
Several Promotion Methods Are Available
318(3)
Someone Must Plan, Integrate, and Manage the Promotion Blend
321(2)
Which Methods to Use Depends on Promotion Objectives
323(1)
Promotion Requires Effective Communication
324(2)
Integrated Direct-Response Promotion Is Very Targeted
326(1)
The Customer May Initiate the Communication Process
327(3)
How Typical Promotion Plans Are Blended and Integrated
330(2)
Adoption Processes Can Guide Promotion Planning
332(2)
Promotion Blends Vary over the Life Cycle
334(3)
Setting the Promotion Budget
337(7)
Conclusion
338(1)
Key Terms
338(1)
Questions and Problems
339(1)
Suggested Cases
339(1)
Computer-Aided Problem
340(4)
Personal Selling
The Importance and Role of Personal Selling
344(3)
What Kinds of Personal Selling Are Needed?
347(1)
Order Getters Develop New Business Relationships
347(2)
Order Takers Nurture Relationships to Keep the Business Coming
349(1)
Supporting Sales Force Informs and Promotes in the Channel
350(1)
The Right Structure Helps Assign Responsibility
351(3)
Information Technology Provides Tools to Do the Job
354(2)
Sound Selection and Training to Build a Sales Force
356(1)
Compensating and Motivating Salespeople
357(3)
Personal Selling Techniques---Prospecting and Presenting
360(10)
Conclusion
364(1)
Key Terms
365(1)
Questions and Problems
365(1)
Suggested Cases
366(1)
Computer-Aided Problem
366(4)
Advertising and Sales Promotion
Advertising, Sales Promotion, and Marketing Strategy Decisions
370(3)
Advertising Objectives Are a Strategy Decision
373(1)
Objectives Determine the Kinds of Advertising Needed
374(2)
Coordinating Advertising Efforts with Cooperative Relationships
376(1)
Choosing the ``Best'' Medium---How to Deliver the Message
376(4)
Advertising on the Internet: New Opportunities and New Challenges
380(3)
Planning the ``Best'' Message---What to Communicate
383(2)
Advertising Agencies Often Do the Work
385(1)
Measuring Advertising Effectiveness Is Not Easy
386(1)
How to Avoid Unfair Advertising
387(1)
Sales Promotion---Do Something Different to Stimulate Change
388(2)
Problems in Managing Sales Promotion
390(1)
Different Types of Sales Promotion for Different Targets
391(7)
Conclusion
392(1)
Key Terms
393(1)
Questions and Problems
393(1)
Suggested Cases
394(1)
Computer-Aided Problem
394(4)
Pricing Objectives and Policies
Price Has Many Strategy Dimensions
398(2)
Objectives Should Guide Strategy Planning for Price
400(1)
Profit-Oriented Objectives
401(1)
Sales-Oriented Objectives
402(1)
Status Quo Pricing Objectives
403(1)
Most Firms Set Specific Pricing Policies---To Reach Objectives
404(1)
Price Flexibility Policies
404(2)
Price-Level Policies---Over the Product Life Cycle
406(4)
Most Price Structures Are Built around List Prices
410(1)
Discount Prices---Reductions from List Prices
411(2)
Allowance Policies---Off List Prices
413(1)
Some Customers Get Something Extra
414(1)
List Price May Depend on Geographic Pricing Policies
415(1)
Pricing Policies Combine to Impact Customer Value
416(3)
Legality of Pricing Policies
419(8)
Conclusion
421(1)
Key Terms
422(1)
Questions and Problems
422(1)
Suggested Cases
423(1)
Computer-Aided Problem
423(4)
Price Setting in the Business World
Price Setting Is a Key Strategy Decision
427(1)
Some Firms Just Use Markups
427(3)
Average-Cost Pricing Is Common and Can Be Dangerous
430(1)
Marketing Managers Must Consider Various Kinds of Costs
431(4)
Break-Even Analysis Can Evaluate Possible Prices
435(2)
Marginal Analysis Considers Both Costs and Demand
437(1)
Demand-Oriented Approaches for Setting Prices
438(6)
Pricing a Full Line
444(2)
Bid Pricing and Negotiated Pricing Depend Heavily on Costs
446(9)
Conclusion
447(1)
Key Terms
448(1)
Questions and Problems
448(1)
Suggested Cases
448(1)
Computer-Aided Problem
449(6)
Developing Innovative Marketing Plans: Appraisal and Challenges
Marketing Strategy Planning Process Requires Logic and Creativity
455(2)
The Marketing Plan Brings All the Details Together
457(3)
How Should Marketing Be Evaluated?
460(1)
Can Consumer Satisfaction Be Measured?
461(2)
Micro-Marketing Often Does Cost Too Much
463(2)
Macro-Marketing Does Not Cost Too Much
465(2)
Challenges Facing Marketers
467(6)
How Far Should the Marketing Concept Go?
473(4)
Conclusion
473(1)
Questions and Problems
474(1)
Suggested Cases
475(2)
Appendix A Economics Fundamentals
477(14)
Appendix B Marketing Arithmetic
491(18)
Appendix C Career Planning in Marketing
509(64)
Video Cases
523(14)
Suburban Regional Shopping Malls: Can the Magic Be Restored?
524(2)
Celestial Seasonings
526(2)
Briggs & Stratton Corporation
528(1)
Frog's Leap Winery
529(2)
Girl Scouts
531(2)
Volkswagen's New Beetle
533(1)
Royal Appliance Manufacturing Company: Dirt Devil
534(3)
Cases
537(36)
McDonald's ``Seniors'' Restaurant
538(1)
Healthy Foods, Inc.
538(1)
Pillsbury's Haagen-Dazs
539(1)
Computer Support Services
540(1)
ResinTech
541(1)
Valley Steel Company
542(1)
Lilybank Lodge
543(1)
Marie's Ristorante
544(1)
SleepEasy Motel
544(2)
Joggers Universe
546(1)
Applied Chemistry Corporation
547(1)
Paper Products, Inc.
547(1)
Multimedia Corral
548(1)
Growth Enterprises
549(1)
Matisse Company
550(1)
Eco Water, Inc.
551(2)
myWedding.com
553(1)
Leisure World, Inc.
554(1)
Lextron International, Inc.
555(2)
Structural Wire Corporation
557(1)
Metal Solutions, Inc.
557(1)
PlastiForm Mfg., Inc.
558(1)
Riverside Packers, Inc.
559(1)
QCT, Inc.
560(1)
Custom Castings, Inc.
561(1)
Deluxe Foods, Ltd.
562(1)
Home Nursing Services, Inc.
563(1)
Lever, Ltd.
564(2)
Bushman & Associates
566(2)
Alumco International
568(1)
Sal's
569(4)
Computer-Aided Problems 573(6)
Notes 579(56)
Illustration Credits 635
Name Index 1(13)
Subject Index 14
Glossary 1


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