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Purchase Benefits
What is included with this book?
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 |
Table of Contents provided by Ingram. All Rights Reserved. |
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