Learning Aid for use with Basic Marketing

by Perreault, William D.; McCarthy, E. Jerome

• ISBN13: 9780072430097
• ISBN10: 0072430095
• Edition: 14th
• Format: Paperback
• Copyright: 2001-12-06
• Publisher: McGraw-Hill/Irwin

Table of Contents

Introduction	v
Marketing's role in the global economy	1	(1)
What is marketing?	7	(2)
How marketing functions create economic utility	9	(6)
Ethical challenges in marketing	15	(4)
Revenue, cost, and profit relationships	19
Marketing's role within the firm or nonprofit organization	1	(1)
Marketing-oriented vs. production-oriented firms	9	(4)
Mass marketing vs. target marketing	13	(4)
Developing a unique marketing mix for each target market	17	(4)
Target marketing	21
Focusing marketing strategy with segmentation and positioning	1	(1)
Product-markets vs. generic markets	9	(4)
Applying marketing segmentation concepts	13	(6)
Using positioning to evaluate marketing opportunities	19	(4)
Segmenting customers	23
Evaluating opportunities in the changing marketing environment	1	(1)
How marketing environment variables affect strategy planning	9	(4)
Analyzing competitors' strategies	13	(4)
How the legal environment affects marketing strategy planning	17	(4)
Competitor analysis	21
Demographic dimensions of global consumer markets	1	(1)
Strategy planning for international markets: Consumer products	7	(4)
How demographic trends affect marketing strategy planning	11	(4)
Marketers must know their markets	15	(2)
Demographic analysis	17
Behavioral dimensions of the consumer market	1	(1)
Psychological variables and social influences affect consumer buying behavior	9	(6)
Consumer behavior is a problem-solving process	15	(2)
Selective processes	17
Business and organizational customers and their buying behavior	1	(1)
Analyzing organizational buying behavior	7	(4)
Using NAICS codes to analyze business markets	11	(4)
Vendor analysis	15
Improving decisions with marketing information	1	(1)
Controlling an Internet or intranet search for secondary data	9	(6)
Evaluating marketing research	15	(4)
Marketing research	19
Elements of product planning for goods and services	1	(1)
Classifying consumer products	13	(4)
Classifying business products	17	(4)
Achieving brand familiarity	21	(2)
Comparing branded product offerings	23	(2)
Branding decision	25
Product management and new-product development	1	(1)
Identifying a product's stage in the product life cycle	7	(4)
New-product development process	11	(4)
Growth stage competition	15
Place and development of channel systems	1	(1)
Evaluating the costs of adjusting discrepancies of quantities and assortment in channel systems	9	(4)
Determining market exposure policies	13	(4)
Intensive vs. selective distribution	17
Distribution customer service and logistics	1	(1)
Evaluating physical distribution alternatives	7	(4)
Integrating physical distribution	11	(4)
Total distribution cost	15
Retailers, wholesalers, and their strategy planning	1	(1)
Identifying and analyzing retail stores	13	(4)
Choosing the right kind of wholesaler	17	(6)
Analyzing channels of distribution	23	(4)
Selecting channel intermediaries	27
Promotion-Introduction to integrated marketing communications	1	(1)
The communication process in promotion	9	(4)
Using the adoption curve to develop promotion blends	13	(6)
Selecting a communications channel	19
Personal selling	1	(1)
Analyzing the nature of the personal selling task	7	(4)
Selecting the appropriate kind of salesperson	11	(4)
Sales compensation	15
Advertising and sales promotion	1	(1)
Identifying different kinds of advertising	9	(2)
Determining advertising objectives and the appropriate kind of advertising	11	(4)
Sales promotion	15
Pricing objectives and policies	1	(1)
Using discounts and allowances to improve the marketing mix	9	(6)
How legislation affects pricing policies	15	(4)
Cash discounts	19
Price setting in the business world	1	(1)
Elements of cost-oriented price setting	11	(6)
Using break-even analysis to evaluate alternative prices	17	(4)
Setting the most profitable price and quantity to produce	21	(4)
Using marginal analysis to set the most profitable price and quantity to produce	25	(2)
Break-even/profit analysis	27
Implementing and controlling marketing plans: evolution and revolution	1	(1)
Total quality management	7	(6)
Sales and performance analysis	13	(4)
Marketing cost analysis	17
Managing marketing's link with other functional areas	1	(1)
Cross-functional issues and marketing mix planning	7	(4)
Marketing cost analysis for controlling marketing plans and programs	11
Developing innovative marketing plans	1	(1)
Using the ``Survey of Buying Power'' to estimate market and sales potential	9	(6)
Adjusting marketing strategies over the product life cycle	15
Ethical marketing in a consumer-oriented world: appraisal and challenges	1	(1)
Does micro-marketing cost too much?	5	(4)
Does macro-marketing cost too much?	9
Appendix A. Economics fundamentals	1	(1)
Exercise A-1 Estimating and using demand elasticity	7	(6)
Exercise A-2 Analyzing the competitive environment	13
Appendix B. Marketing arithmetic	1
Exercise B-1 Marketing arithmetic	7