Marketing Express

by Pride, William M.; Ferrell, O. C.

• ISBN13: 9780547060033
• ISBN10: 0547060033
• Edition: 1st
• Format: Paperback
• Copyright: 2008-02-12
• Publisher: South-Western College Pub

Summary

Marketing Express is a new condensed version of Pride/Ferrell Foundations of Marketing, 3/e. Marketing Express does not include the extra end-of-chapter exercises or introductory materials of Foundations, offering greater flexibility for those who prefer a briefer text with limited pedagogy. Marketing Express includes solid, traditional coverage of marketing's 4Ps as well as coverage of today's "hot" marketing topics, including ethics, e-marketing, and customer relationship management. The design includes advertisements, photos, screen shots and boxes throughout the text to grab student interest and help make the content real and relevant to today's students.

Table of Contents

Preface	p. xi
Customer-Driven Strategic Marketing	p. 2
Consumers Reach for the Stars and Satellite Radio	p. 3
Marketing Defined	p. 4
Customers Are the Focus	p. 4
Marketing Deals with Products, Price, Distribution, and Promotion	p. 4
Marketing Builds Relationships with Customers and Other Stakeholders	p. 9
Marketing Occurs in a Dynamic Environment	p. 9
Understanding the Marketing Concept	p. 10
Evolution of the Marketing Concept	p. 12
Implementing the Marketing Concept	p. 13
Managing Customer Relationships	p. 14
Value-Driven Marketing	p. 15
Marketing Management	p. 16
The Importance of Marketing in Our Global Economy	p. 17
Marketing Costs Consume a Sizable Portion of Buyers' Dollars	p. 18
Marketing Is Used in Nonprofit Organizations	p. 18
Marketing Is Important to Businesses	p. 18
Marketing Fuels Our Global Economy	p. 19
Marketing Knowledge Enhances Consumer Awareness	p. 19
Marketing Connects People Through Technology	p. 20
Socially Responsible Marketing Can Promote the Welfare of Customers and Stakeholders	p. 20
Marketing Offers Many Exciting Career Prospects	p. 21
Red Bull Has Wings	p. 6
Marketing Entrepreneurs: Mark Zuckerberg	p. 11
One Planet, One IKEA	p. 19
Planning Marketing Strategies	p. 22
Ford's New Strategy: ""The Way Forward""	p. 23
Understanding the Strategic Planning Process	p. 24
Assessing Organizational Resources and Opportunities	p. 26
Swot Analysis	p. 27
Establishing an Organizational Mission and Goals	p. 29
Developing Corporate, Business-Unit, and Marketing Strategies	p. 30
Corporate Strategy	p. 31
Business-Unit Strategy	p. 31
Marketing Strategy	p. 33
Creating the Marketing Plan	p. 36
Implementing Marketing Strategies	p. 37
Approaches to Marketing Implementation	p. 38
Organizing Marketing Activities	p. 40
Controlling Marketing Activities	p. 42
Taste versus Health: The Trans Fat War	p. 27
Cereality Makes Breakfast Cereal Cool	p. 37
Marketing Entrepreneurs: Tom Szaky	p. 37
The Marketing Environment, Social Responsibility, and Ethics	p. 44
Starbucks Balances Growth and Responsibility	p. 45
The Marketing Environment	p. 46
Responding to the Marketing Environment	p. 47
Competitive Forces	p. 48
Economic Forces	p. 50
Political Forces	p. 52
Legal and Regulatory Forces	p. 53
Technological Forces	p. 56
Sociocultural Forces	p. 57
Social Responsibility and Ethics in Marketing	p. 59
Economic Dimension	p. 61
Legal Dimension	p. 61
Ethical Dimension	p. 61
Philanthropic Dimension	p. 63
Incorporating Social Responsibility and Ethics into Strategic Planning	p. 66
Technology Goes to the Dogs	p. 57
Marketing Entrepreneurs: Amy Simmons	p. 64
Timberland: Walking in Nature's Shoes	p. 65
E-Marketing and Customer Relationship Management	p. 68
Google Helps Marketers Find Answers	p. 69
Marketing on the Internet	p. 70
Consumer-Generated Electronic Marketing	p. 72
Basic Characteristics of Electronic Marketing	p. 73
Addressability	p. 73
Interactivity	p. 74
Memory	p. 75
Control	p. 76
Accessibility	p. 77
Digitalization	p. 77
E-Marketing Strategies	p. 77
Product Considerations	p. 78
Distribution Considerations	p. 79
Promotion Considerations	p. 79
Pricing Considerations	p. 80
Customer Relationship Management	p. 81
Database Marketing	p. 82
Customer Lifetime Value	p. 83
Technology Drives CRM	p. 84
Customer Satisfaction Is the End Result of CRM	p. 85
Legal and Ethical Issues in E-Marketing	p. 86
Marketing Entrepreneurs: Noah Glass	p. 73
Building a Community: YouTube Can Do It	p. 76
Viral Marketing Propels Arctic Monkeys to the Top of the Charts	p. 81
Global Markets and International Marketing	p. 90
Gillette: Cutting Into the World Market	p. 91
The Nature of Global Marketing Strategy	p. 92
Environmental Forces in International Markets	p. 94
Sociocultural Forces	p. 94
Economic Forces	p. 96
Political, Legal, and Regulatory Forces	p. 97
Social Responsibility and Ethics Forces	p. 99
Competitive Forces	p. 100
Technological Forces	p. 101
Regional Trade Alliances, Markets, and Agreements	p. 102
The North American Free Trade Agreement (NAFTA)	p. 102
The European Union (EU)	p. 103
The Common Market of the Southern Cone (Mercosur)	p. 104
Asia-Pacific Economic Cooperation (APEC)	p. 105
The World Trade Organization (WTO)	p. 105
Modes of Entry into International Markets	p. 106
Importing and Exporting	p. 106
Licensing and Franchising	p. 107
Contract Manufacturing	p. 108
Joint Ventures	p. 109
Direct Ownership	p. 109
Customization versus Globalization of International Marketing Mixes	p. 110
iPod's Global Success: Music to Their Ears	p. 95
Mexican Coca-Cola: A Legal Alien	p. 104
Marketing Entrepreneurs: Pitak Ploempitakkul	p. 104
Marketing Research and Information Systems	p. 114
Internet Research: Saving Money and Understanding Behavior	p. 115
The Importance of Marketing Research	p. 116
The Marketing Research Process	p. 118
Locating and Defining Research Issues or Problems	p. 118
Designing the Research Project	p. 119
Collecting Data	p. 121
Types of Data	p. 121
Sources of Secondary Data	p. 121
Methods of Collecting Primary Data	p. 123
Interpreting Research Findings	p. 130
Reporting Research Findings	p. 131
Using Technology to Improve Marketing Information Gathering and Analysis	p. 132
Marketing Information Systems	p. 132
Databases	p. 133
Marketing Decision Support Systems	p. 134
Issues in Marketing Research	p. 134
The Importance of Ethical Marketing Research	p. 134
International Issues in Marketing Research	p. 134
PepsiCo and Coca-Cola Research Drinks to Satisfy Every Need	p. 117
Marketing Entrepreneurs: Sharon Lee and DeeDee Gordon	p. 128
Mystery Shoppers Uncover Information	p. 131
Target Markets: Segmentation and Evaluation	p. 136
IKEA's Leksvik and Klippan Sofas: Coming to a Living Room Near You	p. 137
What Is a Market?	p. 138
Target-Market Selection Process	p. 140
Step 1: Identify the Appropriate Targeting Strategy	p. 140
Undifferentiated Targeting Strategy	p. 140
Concentrated Targeting Strategy Through Market Segmentation	p. 142
Differentiated Targeting Strategy Through Market Segmentation	p. 143
Determine Which Segmentation Variables to Use	p. 144
Variables for Segmenting Consumer Markets	p. 145
Variables for Segmenting Business Markets	p. 153
Develop Market Segment Profiles	p. 154
Evaluate Relevant Market Segments	p. 154
Sales Estimates	p. 154
Competitive Assessment	p. 156
Cost Estimates	p. 156
Select Specific Target Markets	p. 156
Developing Sales Forecasts	p. 157
Executive Judgment	p. 158
Surveys	p. 158
Time-Series Analysis	p. 158
Regression Analysis	p. 159
Market Tests	p. 159
Multiple Forecasting Methods	p. 161
Whole Foods' ""Whole Babies""	p. 144
Marketing Entrepreneurs: Samantá Joseph	p. 146
Se Habla Español: Banks Target Hispanics	p. 148
Consumer Buying Behavior	p. 162
The Harley-Davidson Brand Roars into Its Second Century	p. 163
Level Of Involvement and Consumer Problem-Solving Processes	p. 164
Consumer Buying Decision Process	p. 166
Problem Recognition	p. 167
Information Search	p. 167
Evaluation of Alternatives	p. 168
Purchase	p. 168
Postpurchase Evaluation	p. 169
Situational Influences on the Buying Decision Process	p. 169
Psychological Influences on the Buying Decision Process	p. 171
Perception	p. 171
Motives	p. 172
Learning	p. 173
Attitudes	p. 175
Personality and Self-Concept	p. 176
Lifestyles	p. 176
Social Influences on the Buying Decision Process	p. 177
Roles	p. 177
Family Influences	p. 177
Reference Groups	p. 179
Opinion Leaders	p. 180
Social Classes	p. 181
Culture and Subcultures	p. 182
Marketing Entrepreneurs: Marc Eck&obar;	p. 170
Marketers Reach Out to Consumers Who Live a ""Second Life""	p. 178
Big Spending on the Teen Scene	p. 180
Business Markets and Buying Behavior	p. 186
Texas Instruments Supplies the Processing Power	p. 187
Business Markets	p. 188
Producer Markets	p. 189
Reseller Markets	p. 190
Government Markets	p. 191
Institutional Markets	p. 192
Dimensions of Marketing to Business Customers	p. 192
Characteristics of Transactions with Business Customers	p. 192
Attributes of Business Customers	p. 193
Primary Concerns of Business Customers	p. 194
Methods of Business Buying	p. 195
Types of Business Purchases	p. 196
Demand for Business Products	p. 197
Derived Demand	p. 197
Inelastic Demand	p. 197
Joint Demand	p. 198
Fluctuating Demand	p. 198
Business Buying Decisions: The Buying Center	p. 198
The Buying Center	p. 198
Business Buying Decisions: Process and Influences	p. 200
Stages of the Business Buying Decision Process	p. 200
Influences on the Business Buying Decision Process	p. 202
Industrial Classification Systems	p. 203
Naturally Potatoes? Naturally	p. 190
Marketing Enterpreneurs: Venus McNabb	p. 194
The Focus Is on Service at IBM	p. 195
Product, Branding, and Packaging Concepts	p. 206
Heinz Brand Thrives with Innovative Products and Creative Labels	p. 207
What Is a Product?	p. 208
Classifying Products	p. 210
Consumer Products	p. 210
Business Products	p. 212
Product Line and Product Mix	p. 214
Product Life Cycles and Marketing Strategies	p. 215
Marketing Strategies	p. 215
Introduction	p. 215
Growth	p. 216
Maturity	p. 217
Decline	p. 218
Product Adoption Process	p. 218
Branding	p. 220
Value of Branding	p. 221
Brand Equity	p. 222
Types of Brands	p. 225
Selecting a Brand Name	p. 226
Protecting a Brand	p. 227
Branding Policies and Strategies	p. 228
Branding Policies	p. 228
Brand Extensions	p. 229
Co-Branding	p. 229
Brand Licensing	p. 230
Packaging	p. 230
Packaging Functions	p. 231
Major Packaging Considerations	p. 231
Packaging and Marketing Strategy	p. 232
Labeling	p. 234
Marketing Entrepreneurs: Arielle Eckstut, Jonah Shaw, and Jason Dorf	p. 210
The Mets and Citigroup Brand Together	p. 222
The Rise and Fall of Bingham Hill Cheese Company	p. 225
Developing and Managing Goods and Services	p. 236
Crayola Finds Toys Are Fun with No Mess	p. 237
Managing Existing Products	p. 238
Line Extensions	p. 238
Product Modifications	p. 239
Developing New Products	p. 240
Idea Generation	p. 241
Screening	p. 242
Concept Testing	p. 242
Business Analysis	p. 242
Product Development	p. 243
Test Marketing	p. 244
Commercialization	p. 245
Product Differentiation Through Quality, Design, and Support Services	p. 247
Product Quality	p. 247
Product Design and Features	p. 248
Product Support Services	p. 249
Product Positioning and Repositioning	p. 250
Perceptual Mapping	p. 250
Bases for Positioning	p. 251
Repositioning	p. 251
Product Deletion	p. 252
Managing Services as Products	p. 253
Nature and Importance of Services	p. 253
Characteristics of Services	p. 254
Creating Marketing Mixes for Services	p. 257
Organizing to Develop and Manage Products	p. 262
Marketing Entrepreneurs: Alex Fisher and Stew Maloney	p. 244
The Marketing of Wicked	p. 255
Service Quality and Consistency in the Hotel Industry	p. 259
Pricing Fundamentals	p. 264
The Starbury One Scores with Low-Price Strategy	p. 265
The Role of Price	p. 266
Price and Nonprice Competition	p. 267
Price Competion	p. 267
Nonprice Competition	p. 268
Analysis of Demand	p. 269
The Demand Curve	p. 269
Demand Fluctuations	p. 270
Assessing Price Elasticity of Demand	p. 270
Demand, Cost, and Profit Relationships	p. 272
Marginal Analysis	p. 272
Breakeven Analysis	p. 275
Factors Affecting Pricing Decisions	p. 277
Organizational and Marketing Objectives	p. 277
Types of Pricing Objectives	p. 277
Costs	p. 278
Other Marketing-Mix Variables	p. 278
Channel Member Expectations	p. 279
Customer Interpretation and Response	p. 279
Competition	p. 281
Legal and Regulatory Issues	p. 282
Pricing for Business Markets	p. 283
Price Discounting	p. 283
Geographic Pricing	p. 285
Transfer Pricing	p. 285
Netflix Survives Price Competition	p. 268
Marketing Entrepreneurs: Elliott Breece, Joshua Boltuch, and Elias Roman	p. 270
Airlines Struggle to Balance Demand, Costs	p. 276
Pricing Management	p. 286
Napster 2.0: The Cat Is Back	p. 287
Stages for Establishing Prices	p. 288
Development of Pricing Objectives	p. 288
Survival	p. 289
Profit	p. 290
Return on Investment	p. 290
Market Share	p. 290
Cash Flow	p. 290
Status Quo	p. 291
Product Quality	p. 291
Assessment of the Target Market's Evaluation of Price	p. 292
Evaluation of Competitors' Prices	p. 293
Selection of a Basis for Pricing	p. 293
Cost-Based Pricing	p. 294
Demand-Based Pricing	p. 295
Competition-Based Pricing	p. 295
Selection of a Pricing Strategy	p. 296
Differential Pricing	p. 296
New-Product Pricing	p. 298
Product-Line Pricing	p. 299
Psychological Pricing	p. 301
Professional Pricing	p. 304
Promotional Pricing	p. 304
Determination of a Specitific Price	p. 305
Levi's High-End Low Riders	p. 292
Marketing Entrepreneurs: Amy Mayer and Ellen Navarro	p. 295
Why Did Microsoft Price the Xbox 360 Below Cost?	p. 300
Marketing Channels and Supply-Chain Management	p. 306
FedEx Packages Marketing for Overnight Success	p. 307
Marketing Channels and Supply-Chain Management	p. 308
Supply Chain Management	p. 309
The Significance of Marketing Channels	p. 311
Types of Marketing Channels	p. 312
Channels for Consumer Products	p. 312
Channels for Business Products	p. 314
Multiple Marketing Channels and Channel Alliances	p. 315
Selecting Marketing Channels	p. 316
Channel Leadership, Cooperation, and Conflict	p. 318
Channel Integration	p. 320
Vertical Channel Integration	p. 320
Horizontal Channel Integration	p. 321
Intensity of Market Coverage	p. 322
Physical Distribution in Supply-Chain Management	p. 323
Physical Distribution Functions	p. 325
Order Processing	p. 325
Inventory Management	p. 326
Materials Handling	p. 327
Warehousing	p. 327
Transportation	p. 329
Partnering Helps Drive Toyota to the Top	p. 310
Marketing Entrepreneurs: David Ansel	p. 313
Radio Shack Faces Channel Challenge	p. 321
Retailing, Direct Marketing, and Wholesaling	p. 332
The Hard Rock Joins the Undefeated-the Seminole Nation	p. 333
Retailing	p. 334
Major Types of Retail Stores	p. 336
General Merchandise Retailers	p. 336
Specialty Retailers	p. 340
Strategic Issues in Retailing	p. 341
Location, Location, Location	p. 341
Retail Positioning	p. 344
Store Image	p. 344
Category Management	p. 345
Scrambled Merchandising	p. 346
The Wheel of Retailing	p. 346
Direct Marketing and Direct Selling	p. 347
Direct Marketing	p. 347
Direct Selling	p. 350
Franchising	p. 350
Wholesaling	p. 352
Services Provided by Wholesalers	p. 353
Types of Wholesalers	p. 354
Merchant Wholesalers	p. 354
Agents and Brokers	p. 357
Manufacturers' Sales Branches and Offices	p. 358
A Wild Place to Eat and Shop: The Rainforest Café	p. 344
L.L. Bean Is Coming Out of the Woods	p. 348
Marketing Entrepreneurs: Jacquelyn Tran	p. 350
Integrated Marketing Communications	p. 360
Toyota Coordinates Promotions Across Many Platforms	p. 361
What Is Integrated Marketing Communications?	p. 362
The Communication Process	p. 364
The Role and Objectives of Promotion	p. 366
Create Awareness	p. 367
Stimulate Demand	p. 368
Encourage Product Trial	p. 369
Identify Prospects	p. 369
Retain Loyal Customers	p. 369
Facilitate Reseller Support	p. 370
Combat Competitive Promotional Efforts	p. 370
Reduce Sales Fluctuations	p. 370
The Promotion Mix	p. 371
Advertising	p. 371
Personal Selling	p. 373
Public Relations	p. 373
Sales Promotion	p. 374
Selecting Promotion-Mix Elements	p. 375
Promotional Resources, Objectives, and Policies	p. 375
Characteristics of the Target Market	p. 376
Characteristics of the Product	p. 376
Costs and Availability of Promotional Methods	p. 377
Push and Pull Channel Policies	p. 377
The Growing Importance of Word-of-Mouth Communications	p. 378
Product Placement	p. 380
Criticisms and Defenses of Promotion	p. 382
Nielsen Gets Students to Play the Ratings Game	p. 372
Marketing Entrepreneurs: Dave Balter	p. 379
Should Procter & Gamble Buzz Minors?	p. 380
Advertising and Public Relations	p. 384
Mini Cooper's Alternative Advertising Campaign	p. 385
The Nature and Types of Advertising	p. 386
Developing an Advertising Campaign	p. 388
Identifying and Analyzing the Target Audience	p. 388
Defining the Advertising Objectives	p. 389
Creating the Advertising Platform	p. 389
Determining the Advertising Appropriation	p. 390
Developing the Media Plan	p. 391
Creating the Advertising Message	p. 394
Executing the Campaign	p. 397
Evaluating Advertising Effectiveness	p. 397
Who Develops the Advertising Campaign?	p. 400
Public Relations	p. 401
Public Relations Tools	p. 401
Evaluating Public Relations Effectiveness	p. 404
Dealing with Unfavorable Public Relations	p. 404
Peyton Manning, MVP: Most Marketable Player	p. 392
Selling Insurance with a Quack	p. 399
Marketing Entrepreneurs: Alex Tew	p. 403
Personal Selling and Sales Promotion	p. 406
Best Buy Reshapes the World of Selling	p. 407
What Is Personal Selling?	p. 408
The Personal Selling Process	p. 410
Prospecting for Customers	p. 410
Evaluating Prospects	p. 410
Approaching the Customer	p. 411
Making the Presentation	p. 411
Overcoming Objections	p. 411
Closing the Sale	p. 412
Following up	p. 413
Types of Salespeople	p. 413
Order Getters	p. 413
Order Takers	p. 413
Support Personnel	p. 414
Types of Selling	p. 414
Managing the Sales Force	p. 415
Establishing Sales Force Objectives	p. 415
Determining Sales Force Size	p. 416
Recruiting and Selecting Salespeople	p. 417
Training Sales Personnel	p. 417
Compensating Salespeople	p. 418
Motivating Salespeople	p. 419
Managing Sales Territories	p. 421
Controlling and Evaluating Sales Force Performance	p. 421
What Is Sales Promotion?	p. 422
Consumer and Trade Sales Promotion Methods	p. 423
Consumer Sales Promotion Methods	p. 423
Trade Sales Promotion Methods	p. 423
The Ultimate Energy Salesperson	p. 409
Marketing Entrepreneurs: Sir Richard Branson	p. 422
Holy Cowl Promotion at Chick-fil-A	p. 429
Notes	p. N1
Credits	p. C1
Index	p. I1
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