Basic Marketing: A Global Managerial Approach (text only)

by PERREAULT

• ISBN13: 9780256209822
• ISBN10: 0256209820
• Edition: 13TH
• Copyright: 1999-01-01
• Publisher: MCG

Summary

Embodying the continuous improvement and constant innovation of the market's most talented -- and most driven -- author, Bill Perreault, this latest edition of the marketing classic takes on the virtual corporation of the late '90s and beyond, addresses relationship marketing thoughtfully throughout, and expands its discussions of global issues, ethics, IMC, cross-functional topics, customer satisfaction, business-to-business, services and more!

Table of Contents

Marketing's Role in the Global Economy	2	(30)
How Marketing-What's It All About?	4	(1)
Marketing Relates to Production	5	(1)
Marketing Is Important to You	6	(2)
How Should We Define Marketing?	8	(1)
Micro-Marketing Defined	8	(2)
The Focus of This Text--Management-Oriented Micro-Marketing	10	(1)
Macro-Marketing Defined	10	(1)
Every Society Needs an Economic System	11	(1)
How Economic Decisions Are Made	11	(3)
All Economies Need Macro-Marketing Systems	14	(3)
The Role of Marketing in Economic Development	17	(1)
Stages of Economic Development	18	(2)
Nations' Macro-Marketing Systems Are Connected	20	(2)
Can Mass Production Satisfy a Society's Consumption Needs?	22	(2)
Who Performs Marketing Functions?	24	(2)
How Well Does Our Macro-Marketing System Work?	26	(4)
Conclusion	28	(1)
Questions and Problems	28	(1)
Suggested Cases	29	(1)
Computer-Aided Problem	29	(1)
Marketing's Role within the Firm or Nonprofit Organization	30	(30)
Marketing's Role Has Changed a Lot Over the Years	33	(1)
What Does the Marketing Concept Mean?	34	(2)
Adoption of the Marketing Concept Has Not Been Easy or Universal	36	(1)
The Marketing Concept and Customer Value	37	(3)
The Marketing Concept Applies in Nonprofit Organizations	40	(2)
The Marketing Concept, Social Responsibility, and Marketing Ethics	42	(1)
The Management Job in Marketing	43	(2)
What Is Marketing Strategy Planning?	45	(1)
Selecting a Market-Oriented Strategy Is Target Marketing	46	(1)
Developing Marketing Mixes for Target Markets	47	(6)
The Marketing Plan Is a Guide to Implementation and Control	53	(2)
The Importance of Marketing Strategy Planning	55	(1)
Creative Strategy Planning Needed for Survival	56	(4)
Conclusion	58	(1)
Questions and Problems	58	(1)
Suggested Cases	59	(1)
Computer-Aided Problem	59	(1)
Focusing Marketing Strategy with Segmentation and Positioning	60	(30)
What Are Attractive Opportunities?	63	(1)
Marketing Strategy Planning Process Highlights Opportunities	64	(2)
Types of Opportunities to Pursue	66	(2)
International Opportunities Should Be Considered	68	(1)
Search for Opportunities Can Begin by Understanding Markets	69	(2)
Naming Product Markets and Generic Markets	71	(1)
Market Segmentation Defines Possible Target Markets	72	(6)
What Dimensions Are Used to Segment Markets?	78	(4)
More Sophisticated Techniques May Help in Segmenting	82	(2)
Differentiation and Positioning Take the Customer Point of View	84	(6)
Conclusion	87	(1)
Questions and Problems	88	(1)
Suggested Cases	88	(1)
Computer-Aided Problem	88	(2)
Evaluating Opportunities in the Changing Marketing Environment	90	(32)
The Marketing Environment	92	(1)
Objectives Should Set Firm's Course	93	(3)
Company Resources May Limit Search for Opportunities	96	(2)
Analyzing Competitors and the Competitive Environment	98	(4)
The Economic Environment	102	(1)
The Technological Environment	103	(2)
The Political Environment	105	(2)
The Legal Environment	107	(4)
The Cultural and Social Environment	111	(2)
Using Screening Criteria to Narrow Down to Strategies	113	(2)
Planning Grids Help Evaluate a Portfolio of Opportunities	115	(1)
Multiproduct Firms Have a Difficult Strategy Planning Job	116	(2)
Evaluating Opportunities in International Markets	118	(4)
Conclusion	119	(1)
Questions and Problems	120	(1)
Suggested Cases	120	(1)
Computer-Aided Problem	120	(2)
Demograpic Dimensions of Global Consumer Markets	122	(30)
Target Marketers Focus on the Customer	124	(1)
People with Money Make Markets	125	(9)
Population Trends in the U.S. Consumer Market	134	(7)
Income Dimensions of the U.S. Market	141	(3)
Spending Varies with Income and Other Demographic Dimensions	144	(3)
Ethnic Dimensions of the U.S. Market	147	(5)
Conclusion	150	(1)
Questions and Problems	150	(1)
Suggested Cases	151	(1)
Computer-Aided Problem	151	(1)
Behavioral Dimensions of the Consumer Market	152	(28)
Consumer Behavior--Why Do They Buy What They Buy?	154	(1)
The Behavioral Sciences Help You Understand the Buying Process	155	(1)
Psychological Influences within an Individual	156	(9)
Social Influences Affect Consumer Behavior	165	(3)
Individuals Are Affected by the Purchase Situation	168	(1)
Consumers Use Problem-Solving Processes	169	(5)
Several Processes Are Related and Relevant to Strategy Planning	174	(1)
Consumer Behavior in International Markets	174	(6)
Conclusion	176	(1)
Questions and Problems	176	(1)
Suggested Cases	177	(1)
Computer-Aided Problem	177	(3)
Business and Organizational Customers and Their Buying Behavior	180	(30)
Business and Organizational Customers--A Big Opportunity	182	(1)
Organizational Customers Are Different	183	(2)
Many Different People May Influence a Decision	185	(3)
Organizational Buyers Are Problem Solvers	188	(2)
Basic Methods in Organizational Buying	190	(3)
Buyer-Seller Relationships in Business Markets	193	(5)
Manufacturers Are Important Customers	198	(3)
Producers of Services-Smaller and More Spread Out	201	(1)
Retailers and Wholesalers Buy for Their Customers	202	(2)
The Government Market	204	(6)
Conclusion	206	(1)
Questions and Problems	206	(1)
Suggested Cases	207	(1)
Computer-Aided Problem	207	(3)
Improving Decisions with Marketing Information	210	(30)
Radical Changes Are Underway in Marketing Information	212	(4)
What Is Marketing Research?	216	(1)
The Scientific Method and Marketing Research	217	(1)
Five-Step Approach to Marketing Research	218	(1)
Defining the Problem--Step 1	218	(2)
Analyzing the Situation--Step 2	220	(3)
Getting Problem-Specific Data--Step 3	223	(9)
Interpreting the Data--Step 4	232	(3)
Solving the Problem--Step 5	235	(1)
International Marketing Research	235	(1)
How Much Information Do You Need?	236	(4)
Conclusion	237	(1)
Questions and Problems	237	(1)
Suggested Cases	238	(1)
Computer-Aided Problem	238	(2)
Elements of Product Planning for Goods and Services	240	(28)
The Product Area Involves Many Strategy Decisions	242	(1)
What Is a Product?	242	(2)
Differences in Goods and Services	244	(2)
Whole Product Lines Must Be Developed Too	246	(1)
Product Classes Help Plan Marketing Strategies	247	(1)
Consumer Product Classes	247	(2)
Business Products Are Different	249	(1)
Business Product Classes-How They Are Defined	250	(4)
Branding Needs a Strategy Decision Too	254	(1)
Conditions Favorable to Branding	255	(1)
Achieving Brand Familiarity Is Not Easy	256	(1)
Protecting Brand Names and Trademarks	257	(1)
What Kind of Brand to Use?	258	(2)
Who Should Do the Branding?	260	(1)
The Strategic Importance of Packaging	260	(2)
What Is Socially Responsible Packaging?	262	(1)
Warranty Policies Are a Part of Strategy Planning	263	(5)
Conclusion	265	(1)
Questions and Problems	265	(1)
Suggested Cases	266	(1)
Computer-Aided Problem	266	(2)
Product Management and New-Product Development	268	(28)
Managing Products over Their Life Cycles	270	(2)
Product Life Cycles Should Be Related to Specific Markets	272	(2)
Product Life Cycles Vary in Length	274	(3)
Planning for Different Stages of the Product Life Cycle	277	(4)
New-Product Planning	281	(1)
An Organized New-Product Development Process Is Critical	282	(8)
New-Product Development: A Total Company Effort	290	(1)
Need for Product Managers	291	(5)
Conclusion	293	(1)
Questions and Problems	293	(1)
Suggested Cases	294	(1)
Computer-Aided Problem	294	(2)
Place and Development of Channel Systems	296	(24)
Place Decisions Are an Important Part of Marketing Strategy	298	(1)
Place Decisions Are Guided by ``Ideal'' Place Objectives	299	(1)
Channel System May Be Direct or Indirect	300	(3)
Channel Specialists May Reduce Discrepancies and Separations	303	(4)
Channel Relationship Must Be Managed	307	(4)
Vertical Marketing Systems Focus on Final Customers	311	(1)
The Best Channel System Should Achieve Ideal Market Exposure	312	(3)
Channel Systems Can Be Complex	315	(5)
Conclusion	318	(1)
Questions and Problems	318	(1)
Suggested Cases	319	(1)
Computer-Aided Problem	319	(1)
Distribution Customer Service and Logistics	320	(26)
Physical Distribution Gets It to Customers	322	(1)
Physical Distribution Customer Service	323	(2)
Physical Distribution Concept Focuses on the Whole Distribution System	325	(2)
Coordinating Logistics Activities among Firms	327	(5)
The Transporting Function Adds Value to a Marketing Strategy	332	(1)
Which Transporting Alternative Is Best?	333	(4)
Economies of Scale in Transporting	337	(1)
The Storing Function and Marketing Strategy	338	(2)
Specialized Storing Facilities May Be Required	340	(1)
The Distribution Center--A Different Kind of Warehouse	341	(5)
Conclusion	343	(1)
Questions and Problems	343	(1)
Suggested Cases	344	(1)
Computer-Aided Problem	344	(2)
Retailers, Wholesalers, and Their Strategy Planning	346	(34)
Wholesalers and Retailers Plan Their Own Strategies	348	(1)
The Nature of Retailing	348	(1)
Planning a Retailer's Strategy	349	(1)
Conventional Retailers--Try to Avoid Price Competition	350	(1)
Expand Assortment and Service--To Compete at a High Price	351	(1)
Evolution of Mass-Merchandising Retailers	352	(4)
Some Retailers Focus on Added Convenience	356	(1)
Retailing on the Internet	357	(3)
Retailing Types Are Explained by Consumer Needs Filled	360	(1)
Why Retailers Evolve and Change	361	(1)
Retailer Size and Profits	362	(3)
Differences in Retailing in Different Nations	365	(1)
What Is a Wholesaler?	366	(1)
Wholesaling Is Changing with the Times	366	(3)
Wholesalers Add Value in Different Ways	369	(1)
Merchant Wholesalers Are the Most Numerous	370	(3)
Agent Middlemen Are Strong on Selling	373	(2)
What Will Happen to Retailers and Wholesalers in the Future?	375	(5)
Conclusion	376	(1)
Questions and Problems	377	(1)
Suggested Cases	377	(1)
Computer-Aided Problem	378	(2)
Promotion-Introduction to Integrated Marketing Communications	380	(30)
Several Promotion Methods Are Available	382	(2)
Someone Must Plan, Integrate, and Manage the Promotion Blend	384	(3)
Which Methods to Use Depends on Promotion Objectives	387	(3)
Promotion Requires Effective Communication	390	(2)
Integrated Direct-Response Promotion Is Very Targeted	392	(2)
The Customer May Initiate the Communication Process	394	(2)
How Typical Promotion Plans Are Blended and Integrated	396	(4)
Adoption Processes Can Guide Promotion Planning	400	(2)
Promotion Blends Vary over the Life Cycle	402	(2)
Setting the Promotion Budget	404	(6)
Conclusion	406	(1)
Questions and Problems	407	(1)
Suggested Cases	407	(1)
Computer-Aided Problem	408	(2)
Personal Selling	410	(28)
The Importance and Role of Personal Selling	412	(3)
What Kinds of Personal Selling Are Needed?	415	(1)
Order Getters Develop New Business Relationships	415	(2)
Order Takers Nurture Relationships to Keep the Business Coming	417	(2)
Supporting Sales Force Informs and Promotes in the Channel	419	(2)
The Right Structure Helps Assign Responsibility	421	(3)
Information Technology Provides Tools to Do the Job	424	(1)
Sound Selection and Training to Build a Sales Force	425	(2)
Compensating and Motivating Salespeople	427	(3)
Personal Selling Techniques--Prospecting and Presenting	430	(8)
Conclusion	435	(1)
Questions and Problems	436	(1)
Suggested Cases	436	(1)
Computer-Aided Problem	436	(2)
Advertising and Sales Promotion	438	(34)
Advertising, Sales Promotion, and Marketing Strategy Decisions	440	(4)
Advertising Objectives Are a Strategy Decision	444	(1)
Objectives Determine the Kinds of Advertising Needed	445	(3)
Coordinating Advertising Efforts with Cooperative Relationships	448	(1)
Choosing the ``Best'' Medium-How to Deliver the Message	449	(4)
Advertising on the Internet: New Opportunities and New Challenges	453	(3)
Planning the ``Best'' Message--What to Communicate	456	(3)
Advertising Agencies Often Do the Work	459	(2)
Measuring Advertising Effectiveness Is Not Easy	461	(1)
How to Avoid Unfair Advertising	462	(2)
Sales Promotion: Do Something Different to Stimulate Change	464	(2)
Problems in Managing Sales Promotion	466	(1)
Different Types of Sales Promotion for Different Targets	467	(5)
Conclusion	469	(1)
Questions and Problems	470	(1)
Suggested Cases	471	(1)
Computer-Aided Problem	471	(1)
Pricing Objectives and Policies	472	(30)
Price Has Many Strategy Dimensions	474	(2)
Objectives Should Guide Strategy Planning for Price	476	(1)
Profit-Oriented Objectives	477	(1)
Sales-Oriented Objectives	478	(1)
Status Quo Pricing Objectives	479	(1)
Most Firms Set Specific Pricing Policies-To Reach Objectives	480	(1)
Price Flexibility Policies	481	(1)
Price-Level Policies-Over the Product Life Cycle	482	(4)
Most Price Structures Are Built around List Prices	486	(1)
Discount Policies-Reductions from List Prices	486	(4)
Allowance Policies-Off List Prices	490	(1)
Some Customers Get Something Extra	491	(1)
List Price May Depend on Geographic Pricing Policies	492	(1)
Pricing Policies Combine to Impact Customer Value	493	(3)
Legality of Pricing Policies	496	(6)
Conclusion	499	(1)
Questions and Problems	499	(1)
Suggested Cases	500	(1)
Computer-Aided Problem	500	(2)
Price Setting in the Business World	502	(32)
Price Setting Is a Key Strategy Decision	504	(1)
Some Firms Just Use Markups	505	(4)
Average-Cost Pricing Is Common and Can Be Dangerous	509	(1)
Marketing Manager Must Consider Various Kinds of Costs	510	(4)
Some Firms Add a Target Return to Cost	514	(1)
Break-Even Analysis Can Evaluate Possible Prices	515	(3)
Marginal Analysis Considers Both Costs and Demand	518	(4)
Demand-Oriented Approaches for Setting Prices	522	(6)
Pricing a Full Line	528	(1)
Bid Pricing and Negotiated Pricing Depend Heavily on Costs	529	(5)
Conclusion	530	(1)
Questions and Problems	531	(1)
Suggested Cases	532	(1)
Computer-Aided Problem	532	(2)
Implementing and Controlling Marketing Plans: Evolution and Revolution	534	(32)
Good Plans Set the Framework for Implementation and Control	536	(1)
Speed Up Information for Better Implementation and Control	537	(2)
Effective Implementation Means That Plans Work as Intended	539	(2)
Building Quality into the Implementation Effort	541	(8)
Control Provides Feedback to Improve Plans and Implementation	549	(1)
Sales Analysis Shows What's Happening	550	(1)
Performance Analysis Looks for Differences	551	(1)
Performance Indexes Simplify Human Analysis	552	(1)
A Series of Performance Analyses May Find the Real Problem	553	(3)
Marketing Cost Analysis-Controlling Costs Too	556	(4)
Planning and Control Combined	560	(1)
The Marketing Audit	561	(5)
Conclusion	562	(1)
Questions and Problems	563	(1)
Suggested Cases	563	(1)
Computer-Aided Problem	564	(2)
Managing Marketing's Link with Other Functional Areas	566	(29)
Marketing in the Broader Context	568	(1)
The Finance Function: Money to Implement Marketing Plans	569	(5)
Production Must Be Coordinated with the Marketing Plan	574	(6)
Accounting Data Can Help in Understanding Costs and Profit	580	(6)
People Put Plans into Action	586	(9)
Conclusion	588	(1)
Questions And Problems	589	(1)
Suggested Cases	589	(1)
Developing Innovative Marketing Plans	590	(5)
Marketing Planning Process Is More than Assembling the Four Ps	595	(27)
Blending the Four Ps Takes Understanding of a Target Market	596	(5)
Forecasting Target Market Potential and Sales	601	(2)
Forecasting Company and Product Sales by Extending Past Behavior	603	(4)
Predicting Future Behavior Calls for More Judgment and Some Opinions	607	(1)
Analysis of Costs and Sales Can Guide Planning	608	(2)
The Marketing Plan Brings All the Details Together	610	(4)
Companies Plan and Implement Whole Marketing Programs	614	(1)
Planning for Involvement in International Marketing	615	(7)
Conclusion	618	(1)
Questions and Problems	619	(1)
Suggested Cases	620	(2)
Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges	622	(21)
How Should Marketing Be Evaluated?	624	(1)
Can Consumer Satisfaction Be Measured?	625	(2)
Micro-Marketing Often Does Cost Too Much	627	(2)
Macro-Marketing Does Not Cost Too Much	629	(4)
Challenges Facing Marketers	633	(6)
How Far Should the Marketing Concept Go?	639	(4)
Conclusion	640	(1)
Questions and Problems	641	(1)
Suggested Cases	641	(2)
Appendix A Economics Fundamentals	643	(14)
Products and Markets as Seen by Customers and Potential Customers	644	(5)
Markets as Seen by Suppliers	649	(1)
Demand and Supply Interact to Determine the Size of the Market Price Level	650	(1)
Demand and Supply Help Us Understand the Nature of Competition	651	(4)
Conclusion	655	(1)
Questions and Problems	655	(2)
Appendix B Marketing Arithmetic	657	(12)
The Operating Statement	658	(3)
Detailed Analysis of Sections of the Operating Statement	661	(1)
Computing the Stockturn Rate	662	(1)
Operating Ratios Help Analyze the Business	663	(1)
Markups	664	(1)
Markdown Ratios Help Control Retail Operations	665	(1)
Return on Investment (ROI) Reflects Asset Use	666	(1)
Questions and Problems	667	(2)
Appendix C Career Planning in Marketing	669	(14)
There's a Place in Marketing for You	670	(1)
There Are Many Marketing Jobs and They Can Pay Well	670	(1)
Develop Your Own Personal Marketing Strategy	671	(1)
Conduct Your Own Personal Analysis	671	(3)
Environment Analysis	674	(6)
Develop Objectives	680	(1)
Developing Your Marketing Plan	681	(1)
Implementing Your Marketing Plan	682	(1)
Video Cases	683	(14)
Marketing in the Hardwood Industry	684	(2)
Harley-Davidson Motor Company	686	(1)
Briggs & Stratton Corporation	687	(2)
Papa John's International	689	(1)
Jewish Hospital	690	(1)
Volkswagen's New Beetle	691	(2)
Royal Appliance Manufacturing Company: Dirt Devil	693	(4)
Cases	697	(40)
McDonald's ``Seniors'' Restaurant	698	(1)
Healthy Foods, Inc.	698	(1)
Pillsbury's Haagen-Dazs	699	(1)
Bidwell Carpet Cleaning, Inc.	700	(1)
Republic Polymer Company	701	(1)
Three Rivers Steel Company	702	(1)
Lilybank Lodge	703	(1)
Sophia's Ristorante	703	(1)
SleepyTime Motel	704	(2)
O'Keefe's Ice Arena	706	(1)
Runners World	707	(1)
ChemTech	708	(1)
Paper Supplies Corporation	708	(1)
Mixed Media Technologies, Inc.	709	(1)
Modern Horizons, Inc.	710	(1)
Morgan Company	711	(1)
Enviro Pure Water, Inc.	712	(2)
State Bank	714	(1)
WeddingWorld.com	715	(1)
Outdoor World, Inc.	716	(1)
Chemical International, Inc.	717	(1)
Cable Designs, Inc.	718	(1)
Furniture to Go, Inc.	719	(1)
Wire Solutions, Inc.	719	(2)
PlastiForm Mfg., Inc.	721	(1)
Rainbow Packers, Inc.	722	(1)
Plastic Master, Inc.	723	(1)
PCT, Inc.	724	(1)
Metal Works, Inc.	725	(1)
Deluxe Foods, Ltd.	726	(1)
Expert Nursing Services, Inc.	727	(1)
Lever, Ltd.	728	(2)
Huntoon & Balbiera, PC.	730	(1)
Aluminum Basics Co.	731	(2)
Romano's Take-Out, Inc.	733	(4)
Computer-Aided Problems	737	(6)
Notes	743	(44)
Illustration Credits	787
Author Index	I-1
Subject Index	I-11
Glossary	G-1