Basic Marketing Student Pkg #1 (Text, Student CD-ROM, PowerWeb, Apps '02-03)

by PERREAULT

• ISBN13: 9780072560930
• ISBN10: 0072560932
• Edition: 14th
• Format: Hardcover
• Copyright: 2002-07-23
• Publisher: McGraw-Hill/Irwin

Summary

Basic Marketing is the market leading principles text domestically. Basic Marketing offers a very thorough integration of the latest marketing themes, topics, and examples woven throughout the body of the text. This integration of themes, topics, and examples is carefully blended with the text’s traditional strengths of clear, accessible communication, a focus on management decision-making in marketing, and completely integrated coverage of special topics such as technology, ethics, international perspectives, relationship marketing, and services. This is the first book to develop and present the 4 P’s framework when describing the components of the marketing mix (Product, Price, Place, Promotion). Where most principles of marketing texts have separate supplement authors, Bill Perreault is the creator of every item in the package. This unique involvement ensures quality, accuracy, and reliability.ity.

Table of Contents

Marketing's Role in the Global Economy
Marketing---What's It All About?	4	(1)
How 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	(4)
The Role of Marketing in Economic Development	18	(1)
Nations' Macro-Marketing Systems Are Connected	18	(2)
Can Mass Production Satisfy a Society's Consumption Needs?	20	(2)
Who Performs Marketing Functions?	22	(2)
How Well Does Our Macro-Marketing System Work?	24	(3)
Conclusion	27	(1)
Questions and Problems	27	(1)
Suggested Cases	28	(1)
Computer-Aided Problem	28	(5)
Marketing's Role within the Firm or Nonprofit Organization
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	(4)
The Marketing Concept Applies in Nonprofit Organizations	41	(2)
The Marketing Concept, Social Responsibility, and Marketing Ethics	43	(2)
The Management Job in Marketing	45	(1)
What Is Marketing Strategy Planning?	46	(1)
Selecting a Market-Oriented Strategy Is Target Marketing	47	(1)
Developing Marketing Mixes for Target Markets	48	(5)
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	(2)
Conclusion	58	(1)
Questions and Problems	58	(1)
Suggested Cases	59	(1)
Computer-Aided Problem	59	(3)
Focusing Marketing Strategy with Segmentation and Positioning
What Are Attractive Opportunities?	62	(1)
Marketing Strategy Planning Process Highlights Opportunities	63	(3)
Types of Opportunities to Pursue	66	(2)
International Opportunities Should Be Considered	68	(1)
Search for Opportunities Can Begin by Understanding Markets	69	(3)
Naming Product-Markets and Generic Markets	72	(1)
Market Segmentation Defines Possible Target Markets	73	(6)
What Dimensions Are Used to Segment Markets?	79	(4)
More Sophisticated Techniques May Help in Segmenting	83	(2)
Differentiation and Positioning Take the Customer Point of View	85	(3)
Conclusion	88	(1)
Questions and Problems	89	(1)
Suggested Cases	90	(1)
Computer-Aided Problem	90	(4)
Evaluating Opportunities in the Changing Marketing Environment
The Marketing Environment	94	(1)
Objectives Should Set Firm's Course	95	(2)
Company Resources May Limit Search for Opportunities	97	(2)
Analyzing Competitors and the Competitive Environment	99	(5)
The Economic Environment	104	(2)
The Technological Environment	106	(1)
The Political Environment	107	(3)
The Legal Environment	110	(3)
The Cultural and Social Environment	113	(1)
Using Screening Criteria to Narrow Down to Strategies	114	(3)
Planning Grids Help Evaluate a Portfolio of Opportunities	117	(1)
Multiproduct Firms Have a Difficult Strategy Planning Job	118	(1)
Evaluating Opportunities in International Markets	119	(2)
Conclusion	121	(1)
Questions and Problems	121	(1)
Suggested Cases	122	(1)
Computer-Aided Problem	122	(4)
Demographic Dimensions of Global Consumer Markets
Target Marketers Focus on the Customer	126	(1)
People with Money Make Markets	127	(9)
Population Trends in the U.S. Consumer Market	136	(7)
Income Dimensions of the U.S. Market	143	(3)
Spending Varies with Income and Other Demographic Dimensions	146	(3)
Ethnic Dimensions of the U.S. Market	149	(2)
Conclusion	151	(1)
Questions and Problems	151	(1)
Suggested Cases	152	(1)
Computer-Aided Problem	152	(4)
Behavioral Dimensions of the Consumer Market
Consumer Behavior---Why Do They Buy What They Buy?	156	(1)
The Behavioral Sciences Help You Understand the Buying Process	157	(1)
Psychological Influences within an Individual	158	(9)
Social Influences Affect Consumer Behavior	167	(4)
Individuals Are Affected by the Purchase Situation	171	(1)
Consumers Use Problem-Solving Processes	172	(4)
Several Processes Are Related and Relevant to Strategy Planning	176	(1)
Consumer Behavior in International Markets	177	(2)
Conclusion	179	(1)
Questions and Problems	179	(1)
Suggested Cases	180	(1)
Computer-Aided Problem	180	(4)
Business and Organizational Customers and Their Buying Behavior
Business and Organizational Customers---A Big Opportunity	184	(1)
Organizational Customers Are Different	184	(3)
Many Different People May Influence a Decision	187	(4)
Organizational Buyers Are Problem Solvers	191	(2)
Buyer--Seller Relationships in Business Markets	193	(6)
Internet E-Commerce Is Reshaping Many Business Markets	199	(6)
Manufacturers Are Important Customers	205	(2)
Producers of Services---Smaller and More Spread Out	207	(1)
Retailers and Wholesalers Buy for Their Customers	208	(2)
The Government Market	210	(2)
Conclusion	212	(1)
Questions and Problems	213	(1)
Suggested Cases	214	(1)
Computer-Aided Problem	214	(4)
Improving Decisions with Marketing Information
Radical Changes Are Underway in Marketing Information	218	(4)
What Is Marketing Research?	222	(1)
The Scientific Method and Marketing Research	223	(1)
Five-Step Approach to Marketing Research	224	(1)
Defining the Problem---Step 1	224	(2)
Analyzing the Situation---Step 2	226	(3)
Getting Problem-Specific Data---Step 3	229	(10)
Interpreting the Data---Step 4	239	(2)
Solving the Problem---Step 5	241	(1)
International Marketing Research	241	(2)
How Much Information Do You Need?	243	(1)
Conclusion	243	(1)
Questions and Problems	244	(1)
Suggested Cases	244	(1)
Computer-Aided Problem	245	(3)
Elements of Product Planning for Goods and Services
The Product Area Involves Many Strategy Decisions	248	(1)
What Is a Product?	248	(3)
Differences in Goods and Services	251	(1)
Whole Product Lines Must Be Developed Too	252	(1)
Product Classes Help Plan Marketing Strategies	253	(1)
Consumer Product Classes	253	(3)
Business Products Are Different	256	(1)
Business Product Classes---How They Are Defined	257	(3)
Branding Needs a Strategy Decision Too	260	(1)
Conditions Favorable to Branding	261	(1)
Achieving Brand Familiarity Is Not Easy	261	(3)
Protecting Brand Names and Trademarks	264	(1)
What Kind of Brand to Use?	264	(2)
Who Should Do the Branding?	266	(1)
The Strategic Importance of Packaging	267	(1)
What Is Socially Responsible Packaging?	268	(2)
Warranty Policies Are a Part of Strategy Planning	270	(1)
Conclusion	271	(1)
Questions and Problems	272	(1)
Suggested Cases	273	(1)
Computer-Aided Problem	273	(3)
Product Management and New-Product Development
Managing Products over Their Life Cycles	276	(2)
Product Life Cycles Should Be Related to Specific Markets	278	(2)
Product Life Cycles Vary in Length	280	(3)
Planning for Different Stages of the Product Life Cycle	283	(4)
New-Product Planning	287	(2)
An Organized New-Product Development Process Is Critical	289	(7)
New-Product Development: A Total Company Effort	296	(2)
Need for Product Managers	298	(2)
Conclusion	300	(1)
Questions and Problems	300	(1)
Suggested Cases	300	(1)
Computer-Aided Problem	301	(3)
Place and Development of Channel Systems
Place Decisions Are an Important Part of Marketing Strategy	304	(1)
Place Decisions Are Guided by ``Ideal'' Place Objectives	305	(2)
Channel System May Be Direct or Indirect	307	(3)
Channel Specialists May Reduce Discrepancies and Separations	310	(3)
Channel Relationship Must Be Managed	313	(4)
Vertical Marketing Systems Focus on Final Customers	317	(2)
The Best Channel System Should Achieve Ideal Market Exposure	319	(3)
Channel Systems Can Be Complex	322	(3)
Conclusion	325	(1)
Questions and Problems	325	(1)
Suggested Cases	326	(1)
Computer-Aided Problem	326	(4)
Distribution Customer Service and Logistics
Physical Distribution Gets It to Customers	330	(1)
Physical Distribution Customer Service	331	(2)
Physical Distribution Concept Focuses on the Whole Distribution System	333	(3)
Coordinating Logistics Activities among Firms	336	(5)
The Transporting Function Adds Value to a Marketing Strategy	341	(1)
Which Transporting Alternative Is Best?	342	(4)
Economies of Scale in Transporting	346	(1)
The Storing Function and Marketing Strategy	347	(2)
Specialized Storing Facilities May Be Required	349	(1)
The Distribution Center---A Different Kind of Warehouse	350	(2)
Conclusion	352	(1)
Questions and Problems	352	(1)
Suggested Cases	353	(1)
Computer-Aided Problem	353	(3)
Retailers, Wholesalers, and Their Strategy Planning
Wholesalers and Retailers Plan Their Own Strategies	356	(1)
The Nature of Retailing	357	(1)
Planning a Retailer's Strategy	358	(1)
Conventional Retailers---Try to Avoid Price Competition	359	(1)
Expand Assortment and Service---To Compete at a High Price	360	(1)
Evolution of Mass-Merchandising Retailers	361	(4)
Some Retailers Focus on Added Convenience	365	(1)
Retailing on the Internet	366	(4)
Retailing Types Are Explained by Consumer Needs Filled	370	(1)
Why Retailers Evolve and Change	371	(2)
Retailer Size and Profits	373	(2)
Differences in Retailing in Different Nations	375	(1)
What Is a Wholesaler?	376	(1)
Wholesaling Is Changing with the Times	376	(2)
Wholesalers Add Value in Different Ways	378	(1)
Merchant Wholesalers Are the Most Numerous	379	(3)
Agent Middlemen Are Strong on Selling	382	(3)
What Will Happen to Retailers and Wholesalers in the Future?	385	(1)
Conclusion	386	(1)
Questions and Problems	386	(1)
Suggested Cases	387	(1)
Computer-Aided Problem	387	(5)
Promotion---Introduction to Integrated Marketing Communications
Several Promotion Methods Are Available	392	(3)
Someone Must Plan, Integrate, and Manage the Promotion Blend	395	(2)
Which Methods to Use Depends on Promotion Objectives	397	(3)
Promotion Requires Effective Communication	400	(2)
Integrated Direct-Response Promotion Is Very Targeted	402	(2)
The Customer May Initiate the Communication Process	404	(3)
How Typical Promotion Plans Are Blended and Integrated	407	(4)
Adoption Processes Can Guide Promotion Planning	411	(2)
Promotion Blends Vary over the Life Cycle	413	(2)
Setting the Promotion Budget	415	(2)
Conclusion	417	(1)
Questions and Problems	418	(1)
Suggested Cases	418	(1)
Computer-Aided Problem	419	(3)
Personal Selling
The Importance and Role of Personal Selling	422	(3)
What Kinds of Personal Selling Are Needed?	425	(1)
Order Getters Develop New Business Relationships	425	(2)
Order Takers Nurture Relationships to Keep the Business Coming	427	(2)
Supporting Sales Force Informs and Promotes in the Channel	429	(1)
The Right Structure Helps Assign Responsibility	430	(4)
Information Technology Provides Tools to Do the Job	434	(2)
Sound Selection and Training to Build a Sales Force	436	(2)
Compensating and Motivating Salespeople	438	(3)
Personal Selling Techniques---Prospecting and Presenting	441	(4)
Conclusion	445	(1)
Questions and Problems	446	(1)
Suggested Cases	446	(1)
Computer-Aided Problem	447	(3)
Advertising and Sales Promotion
Advertising, Sales Promotion, and Marketing Strategy Decisions	450	(4)
Advertising Objectives Are a Strategy Decision	454	(1)
Objectives Determine the Kinds of Advertising Needed	455	(2)
Coordinating Advertising Efforts with Cooperative Relationships	457	(1)
Choosing the ``Best'' Medium---How to Deliver the Message	458	(5)
Advertising on the Internet: New Opportunities and New Challenges	463	(3)
Planning the ``Best'' Message---What to Communicate	466	(3)
Advertising Agencies Often Do the Work	469	(2)
Measuring Advertising Effectiveness Is Not Easy	471	(1)
How to Avoid Unfair Advertising	472	(2)
Sales Promotion: Do Something Different to Stimulate Change	474	(2)
Problems in Managing Sales Promotion	476	(1)
Different Types of Sales Promotion for Different Targets	477	(2)
Conclusion	479	(1)
Questions and Problems	480	(1)
Suggested Cases	481	(1)
Computer-Aided Problem	481	(3)
Pricing Objectives and Policies
Price Has Many Strategy Dimensions	484	(2)
Objectives Should Guide Strategy Planning for Price	486	(1)
Profit-Oriented Objectives	487	(1)
Sales-Oriented Objectives	488	(1)
Status Quo Pricing Objectives	489	(1)
Most Firms Set Specific Pricing Policies---To Reach Objectives	490	(1)
Price Flexibility Policies	491	(2)
Price-Level Policies---Over the Product Life Cycle	493	(4)
Most Price Structures Are Built around List Prices	497	(1)
Discount Policies---Reductions from List Prices	497	(4)
Allowance Policies---Off List Prices	501	(1)
Some Customers Get Something Extra	502	(1)
List Price May Depend on Geographic Pricing Policies	503	(1)
Pricing Policies Combine to Impact Customer Value	504	(3)
Legality of Pricing Policies	507	(3)
Conclusion	510	(1)
Questions and Problems	510	(1)
Suggested Cases	511	(1)
Computer-Aided Problem	511	(3)
Price Setting in the Business World
Price Setting Is a Key Strategy Decision	514	(1)
Some Firms Just Use Markups	515	(3)
Average-Cost Pricing Is Common and Can Be Dangerous	518	(2)
Marketing Manager Must Consider Various Kinds of Costs	520	(4)
Some Firms Add a Target Return to Cost	524	(1)
Break-Even Analysis Can Evaluate Possible Prices	525	(2)
Marginal Analysis Considers Both Costs and Demand	527	(4)
Demand-Oriented Approaches for Setting Prices	531	(7)
Pricing a Full Line	538	(1)
Bid Pricing and Negotiated Pricing Depend Heavily on Costs	539	(2)
Conclusion	541	(1)
Questions and Problems	541	(1)
Suggested Cases	542	(1)
Computer-Aided Problem	542	(4)
Implementing and Controlling Marketing Plans: Evolution and Revolution
Good Plans Set the Framework for Implementation and Control	546	(1)
Speed Up Information for Better Implementation and Control	547	(3)
Effective Implementation Means That Plans Work as Intended	550	(2)
Building Quality into the Implementation Effort	552	(7)
Control Provides Feedback to Improve Plans and Implementation	559	(1)
Sales Analysis Shows What's Happening	560	(1)
Performance Analysis Looks for Differences	561	(2)
Performance Indexes Simplify Human Analysis	563	(1)
A Series of Performance Analyses May Find the Real Problem	564	(3)
Marketing Cost Analysis---Controlling Costs Too	567	(4)
Planning and Control Combined	571	(1)
The Marketing Audit	572	(1)
Conclusion	573	(1)
Questions and Problems	573	(1)
Suggested Cases	574	(1)
Computer-Aided Problem	574	(4)
Managing Marketing's Link with Other Functional Areas
Marketing in the Broader Context	578	(2)
The Finance Function: Money to Implement Marketing Plans	580	(5)
Production Must Be Coordinated with the Marketing Plan	585	(6)
Accounting Data Can Help in Understanding Costs and Profit	591	(6)
People Put Plans into Action	597	(2)
Conclusion	599	(1)
Questions and Problems	600	(1)
Suggested Cases	601	(6)
Developing Innovative Marketing Plans
Marketing Planning Process Is More than Assembling the Four Ps	607	(1)
Blending the Four Ps Takes Understanding of a Target Market	608	(6)
Forecasting Target Market Potential and Sales	614	(2)
Forecasting Company and Product Sales by Extending Past Behavior	616	(3)
Predicting Future Behavior Calls for More Judgment and Some Opinions	619	(1)
Analysis of Costs and Sales Can Guide Planning	620	(2)
The Marketing Plan Brings All the Details Together	622	(5)
Companies Plan and Implement Whole Marketing Programs	627	(1)
Planning for Involvement in International Marketing	628	(3)
Conclusion	631	(1)
Questions and Problems	632	(1)
Suggested Cases	633	(4)
Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
How Should Marketing Be Evaluated?	637	(1)
Can Consumer Satisfaction Be Measured?	638	(2)
Micro-Marketing Often Does Cost Too Much	640	(2)
Macro-Marketing Does Not Cost Too Much	642	(3)
Challenges Facing Marketers	645	(6)
How Far Should the Marketing Concept Go?	651	(1)
Conclusion	652	(1)
Questions and Problems	653	(1)
Suggested Cases	653	(2)
Appendix A
Economics Fundamentals	655	(1)
Products and Markets as Seen by Customers and Potential Customers	656	(5)
Markets as Seen by Suppliers	661	(2)
Demand and Supply Interact to Determine the Size of the Market and Price Level	663	(1)
Demand and Supply Help Us Understand the Nature of Competition	664	(3)
Conclusion	667	(1)
Questions and Problems	667	(2)
Appendix B
Marketing Arithmetic	669	(1)
The Operating Statement	670	(3)
Detailed Analysis of Sections of the Operating Statement	673	(2)
Computing the Stockturn Rate	675	(1)
Operating Ratios Help Analyze the Business	675	(1)
Markups	676	(1)
Markdown Ratios Help Control Retail Operations	677	(1)
Return on Investment (ROI) Reflects Asset Use	678	(1)
Questions and Problems	679	(2)
Appendix C
Career Planning in Marketing	681	(1)
There's a Place in Marketing for You	682	(1)
There Are Many Marketing Jobs, and They Can Pay Well	682	(1)
Develop Your Own Personal Marketing Strategy	683	(1)
Conduct Your Own Personal Analysis	684	(2)
Environment Analysis	686	(6)
Develop Objectives	692	(1)
Developing Your Marketing Plan	693	(1)
Implementing Your Marketing Plan	694	(3)
Video Cases	697	(14)
Marketing in the Hardwood Industry	698	(2)
Celestial Seasonings	700	(1)
Briggs & Stratton Corporation	701	(2)
Frog's Leap Winery	703	(1)
Girl Scouts	704	(2)
Volkswagen's New Beetle	706	(2)
Royal Appliance Manufacturing Company: Dirt Devil	708	(3)
Cases	711	(38)
McDonald's ``Seniors'' Restaurant	712	(1)
Healthy Foods, Inc.	712	(1)
Pillsbury's Haagen-Dazs	713	(1)
Bidwell Carpet Cleaning, Inc.	714	(1)
Republic Polymer Company	715	(1)
Three Rivers Steel Company	716	(1)
Lilybank Lodge	717	(1)
Sophia's Ristorante	717	(1)
Sleepy Time Motel	718	(1)
O'Keefe's Ice Arena	719	(1)
Runners World	720	(1)
Chem Tech	721	(1)
Paper Supplies Corporation	722	(1)
Mixed Media Technologies, Inc.	723	(1)
Modern Horizons, Inc.	724	(1)
Morgan Company	724	(2)
Enviro Pure Water, Inc.	726	(1)
State Bank	727	(1)
myWedding.com	728	(2)
Outdoor World, Inc.	730	(1)
Chemical International, Inc.	731	(1)
Cable Designs, Inc.	732	(1)
Furniture to Go, Inc.	732	(2)
Wire Solutions, Inc.	734	(1)
PlastiForm Mfg., Inc.	734	(1)
Rainbow Packers, Inc.	735	(1)
Plastic Master, Inc.	736	(1)
PCT, Inc.	737	(1)
Metal Works, Inc.	738	(1)
Deluxe Foods, Ltd.	739	(1)
Expert Nursing Services, Inc.	740	(1)
Lever, Ltd.	741	(3)
Huntoon & Balbiera, P.C.	744	(1)
Aluminum Basics Co.	745	(1)
Romano's Take-Out, Inc.	746	(3)
Computer-Aided Problems	749	(5)
Notes	754	(57)
Illustration Credits	811
Author Index	1	(7)
Subject Index	8
Glossary	1	(212)
Marketing's Role In the Global Economy and in the Firm
Drinks for Developing Countries	2	(2)
Tesco Bets Small---and Wins Big	4	(4)
Think Nevada, Think Haven for Daredevils	8	(1)
eBay's Secret Ingredient	9	(4)
That *%&#) @*$ Cellphone!	13	(2)
Small Change: Bank that Pioneered Loans for the Poor Hits Repayment Snag	15	(3)
All of Your People Are Salesmen: Do They Know? Are They Ready?	18	(2)
Finding Target Market Opportunities
Reading, Writing and... Retailing	20	(2)
7-Eleven Cracks the Code on Elusive Sugar-Free Slurpee	22	(1)
Auto Makers Now `Slam' Cars Right in the Factory	23	(1)
Super Bowl XXXVI: The NFL Tackles Mom	24	(2)
The Escalade Scores with Athletes, Rappers	26	(2)
`Got Milk?' Ad Campaign to Take on a Tough Target: Hispanic Teens	28	(1)
Upper Crust: Fast-Food Chains Vie to Carve Out Empire in Pricey Sandwiches	29	(2)
Bottom Line: Diaper Sales Sagging, P&G Thinks Young to Reposition Pampers	31	(2)
Something Stylish, Something Blue	33	(3)
Evaluating Opportunities in the Changing Marketing Environment
Sony Defends Top Spot	36	(2)
Adobe Had a Popular Product. Making It Profitable Took Some Work	38	(2)
On to the Living Room	40	(3)
Smart Globalization	43	(2)
Crossover Success: How Nafta Helped Wal-Mart Reshape the Mexican Market	45	(2)
Marketers Tread Precarious Terrain: Ads Alluding to Sept. 11 Risk Taint of Commercializing Tragedy to Push Products	47	(1)
With Islamic Dress, Out Goes the Guy Who Sold Burkhas	48	(2)
Brand Builders: Cutting Edge	50	(2)
The Environment Was Ripe for Abuse	52	(4)
Buyer Behavior
Living Alone in America: Singleness Not the Same as Not Settled	56	(3)
In Europe, Hot New Fashion for Urban Hipsters Comes from Peoria	59	(1)
Low-Fat Industry Loses Out as Consumers Favor Flavor	60	(3)
When Free Samples Become Saviors: Point-of-Sweat, Point-of-Thirst Marketing Offers Freebies When They Are Most Needed	63	(1)
Safe at Home and All Plugged In: Electronics Grow More Elaborate as We Embrace 'Local Area Nesting'	64	(3)
Exchanges: Making It Work	67	(2)
B2B Recipe Eludes Grocers	69	(2)
Silicon Valley Techies Suit Up Army with Sleeker Gear	71	(5)
Getting Information for Marketing Decisions
How to Lower Marketing Costs---and Eliminate the Guesswork	76	(1)
Winging into Wireless	77	(2)
Corporate Intelligence: I-Spy	79	(2)
McDonald's Asks Mystery Shoppers What Ails Sales	81	(1)
How Do You Feel about a $44 Tooth-Bleaching Kit?	82	(2)
Facing Up to CRM	84	(2)
Name, Please: Surveyor Quietly Sells Student Information to Youth Marketer	86	(3)
Educated Guesses: Sampling Is Taboo, but the Census Does Plenty of `Imputing,'	89	(3)
Product
Building `Easy' into Technology	92	(2)
Cruising for Quality	94	(2)
Big Brands (Small Companies)	96	(2)
The Best Global Brands	98	(4)
Shoe Fetish	102	(2)
Shoes that Morph from Sneakers to Skates Are Flying Out of Stores	104	(1)
Cannibalize Your Own Products? If You Don't, Someone Else Will	105	(1)
Disk Jockeying: DVD Gains on Tape, but Economics Have Hollywood in a Tizzy	106	(2)
Ready-to-Wear Watchdogs: `Smart' Garments Keep Track of Vital Signs, Hide Odor; Skirt to Washer: `Too Hot!'	108	(1)
Long Adept at Copying, Taiwan Takes to Patents	109	(1)
Gel Candies `Like Rubber Stoppers' Linked to Deaths	110	(4)
Place
Retail Reckoning: There Are Just Too Many Stores	114	(4)
Retailers Discover Leap to Web's a Doozy	118	(2)
Retailers Won't Share Their Toys: Rather than Cutting Prices, Stores Sell Exclusive Wares; Who's Got `Monsters' Dolls?	120	(1)
Tres Cheap: Taking Aim at Costco, Sam's Club Marshals Diamonds and Pearls	121	(2)
When Machines Chat	123	(2)
Inside Cisco's $2 Billion Blunder	125	(3)
The Friction Economy	128	(4)
The New Teamwork	132	(4)
Promotion
Another Advertising Star Is Born as Viewers Embrace Dell's Pitchman	136	(1)
Spotlight Falls on Drug Ads	137	(2)
Pass It On: Advertisers Discover They Have a Friend in `Viral' Marketing	139	(1)
Closed-Circle Commerce: Networks of Hasidic Women, Other Tightly Knit Groups Help Shaklee Sell Products	140	(2)
How Newspaper Overcame Loss of Big Advertisers	142	(1)
Selling Iced Tea in February: Inside One Campaign	143	(1)
MTV's World	144	(2)
Ads Click: According to a Major New Survey, Some Types of Online Advertising May Deliver the Goods, After All	146	(2)
The Medium Is the Instant Message	148	(2)
Dialing for Dollars: Marketers See Mobile Phones as the Dream Advertising Platform. But Will Consumers?	150	(2)
Super Bowl Gets Competition: Some Longtime Advertisers Opt for Alternatives Instead; Expensive One-Night Stand	152	(2)
NBC Olympic Campaign Sports Plugs Inside Plugs	154	(2)
Price
Ways to Boost Sales Right Now: Price Wisely, Do What You Know	156	(1)
Decisions, Decisions: Where Are the High-Priced Traps---and How Can I Avoid Them?	157	(2)
Dell Does Domination	159	(3)
Drug Prices: What's Fair	162	(5)
Pfizer Offers Seniors a Flat-Fee Drug Plan	167	(1)
German Shoppers May Get 'Sale Freedom,'	168	(1)
Revealing Price Disparities, the Euro Aids Bargain-Hunters	169	(1)
Survival Tactics: The Dollar's Strength Tests the Ingenuity of U.S. Manufacturers	170	(2)
Online Currency Failed to Make Sense	172	(1)
Afghan Connection: Taliban Banned TV but Collected Profits on Smuggled Sonys	173	(5)
Marketing Strategies: Planning, Implementation and Control
Kodak Is the Picture of Digital Success	178	(1)
Harley-Davidson: `Hog' Maker Gets (Financial) Motor Running	179	(2)
If at First You Don't Succeed... Some Retailers Are Finding Success in Industries Long Thought Off-Limits to E-Commerce	181	(4)
Europe Presenting Challenges for AOL	185	(2)
How Big Blue Plays D	187	(2)
Mickey Mouse, Nike Give Advice on Air Security	189	(1)
Best Call Centers Stress Training, Track Results to Gauge Success	190	(1)
Let's Get Back to Basics, Folks!	191	(2)
The Net as a Lifeline	193	(3)
Priced to Move: Retailers Try to Get Leg Up on Markdowns with New Software	196	(4)
Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
Help Is on the Way for People Who Hate Spam, Telemarketing	200	(1)
Web Ads Growing Intrusive	201	(2)
Peek-a-Boo, I See You---Clearly: Slumping Eyeglass Business Sets Its Sights on Toddlers; Better for Vision or Profits?	203	(2)
Mixed Messages in Blues Singer's Ads Dismay Fans	205	(1)
Doctor Group Defies South Africa AIDS Policy	206	(1)
Friendly Watchdog: Federal Regulator Often Helps Banks Fighting Consumers	207	(3)
Evasive Maneuvers: Detroit Again Tries to Dodge Pressures for a 'Greener' Fleet	210	(3)
Smoking Offensive: Brazil's Strict Measures Open Unlikely Front in War on Cigarettes	213