Marketing Express

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  • Edition: 1st
  • Format: Paperback
  • Copyright: 2008-02-12
  • Publisher: South-Western College Pub
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What is included with this book?


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

Prefacep. xi
Customer-Driven Strategic Marketingp. 2
Consumers Reach for the Stars and Satellite Radiop. 3
Marketing Definedp. 4
Customers Are the Focusp. 4
Marketing Deals with Products, Price, Distribution, and Promotionp. 4
Marketing Builds Relationships with Customers and Other Stakeholdersp. 9
Marketing Occurs in a Dynamic Environmentp. 9
Understanding the Marketing Conceptp. 10
Evolution of the Marketing Conceptp. 12
Implementing the Marketing Conceptp. 13
Managing Customer Relationshipsp. 14
Value-Driven Marketingp. 15
Marketing Managementp. 16
The Importance of Marketing in Our Global Economyp. 17
Marketing Costs Consume a Sizable Portion of Buyers' Dollarsp. 18
Marketing Is Used in Nonprofit Organizationsp. 18
Marketing Is Important to Businessesp. 18
Marketing Fuels Our Global Economyp. 19
Marketing Knowledge Enhances Consumer Awarenessp. 19
Marketing Connects People Through Technologyp. 20
Socially Responsible Marketing Can Promote the Welfare of Customers and Stakeholdersp. 20
Marketing Offers Many Exciting Career Prospectsp. 21
Red Bull Has Wingsp. 6
Marketing Entrepreneurs: Mark Zuckerbergp. 11
One Planet, One IKEAp. 19
Planning Marketing Strategiesp. 22
Ford's New Strategy: ""The Way Forward""p. 23
Understanding the Strategic Planning Processp. 24
Assessing Organizational Resources and Opportunitiesp. 26
Swot Analysisp. 27
Establishing an Organizational Mission and Goalsp. 29
Developing Corporate, Business-Unit, and Marketing Strategiesp. 30
Corporate Strategyp. 31
Business-Unit Strategyp. 31
Marketing Strategyp. 33
Creating the Marketing Planp. 36
Implementing Marketing Strategiesp. 37
Approaches to Marketing Implementationp. 38
Organizing Marketing Activitiesp. 40
Controlling Marketing Activitiesp. 42
Taste versus Health: The Trans Fat Warp. 27
Cereality Makes Breakfast Cereal Coolp. 37
Marketing Entrepreneurs: Tom Szakyp. 37
The Marketing Environment, Social Responsibility, and Ethicsp. 44
Starbucks Balances Growth and Responsibilityp. 45
The Marketing Environmentp. 46
Responding to the Marketing Environmentp. 47
Competitive Forcesp. 48
Economic Forcesp. 50
Political Forcesp. 52
Legal and Regulatory Forcesp. 53
Technological Forcesp. 56
Sociocultural Forcesp. 57
Social Responsibility and Ethics in Marketingp. 59
Economic Dimensionp. 61
Legal Dimensionp. 61
Ethical Dimensionp. 61
Philanthropic Dimensionp. 63
Incorporating Social Responsibility and Ethics into Strategic Planningp. 66
Technology Goes to the Dogsp. 57
Marketing Entrepreneurs: Amy Simmonsp. 64
Timberland: Walking in Nature's Shoesp. 65
E-Marketing and Customer Relationship Managementp. 68
Google Helps Marketers Find Answersp. 69
Marketing on the Internetp. 70
Consumer-Generated Electronic Marketingp. 72
Basic Characteristics of Electronic Marketingp. 73
Addressabilityp. 73
Interactivityp. 74
Memoryp. 75
Controlp. 76
Accessibilityp. 77
Digitalizationp. 77
E-Marketing Strategiesp. 77
Product Considerationsp. 78
Distribution Considerationsp. 79
Promotion Considerationsp. 79
Pricing Considerationsp. 80
Customer Relationship Managementp. 81
Database Marketingp. 82
Customer Lifetime Valuep. 83
Technology Drives CRMp. 84
Customer Satisfaction Is the End Result of CRMp. 85
Legal and Ethical Issues in E-Marketingp. 86
Marketing Entrepreneurs: Noah Glassp. 73
Building a Community: YouTube Can Do Itp. 76
Viral Marketing Propels Arctic Monkeys to the Top of the Chartsp. 81
Global Markets and International Marketingp. 90
Gillette: Cutting Into the World Marketp. 91
The Nature of Global Marketing Strategyp. 92
Environmental Forces in International Marketsp. 94
Sociocultural Forcesp. 94
Economic Forcesp. 96
Political, Legal, and Regulatory Forcesp. 97
Social Responsibility and Ethics Forcesp. 99
Competitive Forcesp. 100
Technological Forcesp. 101
Regional Trade Alliances, Markets, and Agreementsp. 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 Marketsp. 106
Importing and Exportingp. 106
Licensing and Franchisingp. 107
Contract Manufacturingp. 108
Joint Venturesp. 109
Direct Ownershipp. 109
Customization versus Globalization of International Marketing Mixesp. 110
iPod's Global Success: Music to Their Earsp. 95
Mexican Coca-Cola: A Legal Alienp. 104
Marketing Entrepreneurs: Pitak Ploempitakkulp. 104
Marketing Research and Information Systemsp. 114
Internet Research: Saving Money and Understanding Behaviorp. 115
The Importance of Marketing Researchp. 116
The Marketing Research Processp. 118
Locating and Defining Research Issues or Problemsp. 118
Designing the Research Projectp. 119
Collecting Datap. 121
Types of Datap. 121
Sources of Secondary Datap. 121
Methods of Collecting Primary Datap. 123
Interpreting Research Findingsp. 130
Reporting Research Findingsp. 131
Using Technology to Improve Marketing Information Gathering and Analysisp. 132
Marketing Information Systemsp. 132
Databasesp. 133
Marketing Decision Support Systemsp. 134
Issues in Marketing Researchp. 134
The Importance of Ethical Marketing Researchp. 134
International Issues in Marketing Researchp. 134
PepsiCo and Coca-Cola Research Drinks to Satisfy Every Needp. 117
Marketing Entrepreneurs: Sharon Lee and DeeDee Gordonp. 128
Mystery Shoppers Uncover Informationp. 131
Target Markets: Segmentation and Evaluationp. 136
IKEA's Leksvik and Klippan Sofas: Coming to a Living Room Near Youp. 137
What Is a Market?p. 138
Target-Market Selection Processp. 140
Step 1: Identify the Appropriate Targeting Strategyp. 140
Undifferentiated Targeting Strategyp. 140
Concentrated Targeting Strategy Through Market Segmentationp. 142
Differentiated Targeting Strategy Through Market Segmentationp. 143
Determine Which Segmentation Variables to Usep. 144
Variables for Segmenting Consumer Marketsp. 145
Variables for Segmenting Business Marketsp. 153
Develop Market Segment Profilesp. 154
Evaluate Relevant Market Segmentsp. 154
Sales Estimatesp. 154
Competitive Assessmentp. 156
Cost Estimatesp. 156
Select Specific Target Marketsp. 156
Developing Sales Forecastsp. 157
Executive Judgmentp. 158
Surveysp. 158
Time-Series Analysisp. 158
Regression Analysisp. 159
Market Testsp. 159
Multiple Forecasting Methodsp. 161
Whole Foods' ""Whole Babies""p. 144
Marketing Entrepreneurs: Samantá Josephp. 146
Se Habla Español: Banks Target Hispanicsp. 148
Consumer Buying Behaviorp. 162
The Harley-Davidson Brand Roars into Its Second Centuryp. 163
Level Of Involvement and Consumer Problem-Solving Processesp. 164
Consumer Buying Decision Processp. 166
Problem Recognitionp. 167
Information Searchp. 167
Evaluation of Alternativesp. 168
Purchasep. 168
Postpurchase Evaluationp. 169
Situational Influences on the Buying Decision Processp. 169
Psychological Influences on the Buying Decision Processp. 171
Perceptionp. 171
Motivesp. 172
Learningp. 173
Attitudesp. 175
Personality and Self-Conceptp. 176
Lifestylesp. 176
Social Influences on the Buying Decision Processp. 177
Rolesp. 177
Family Influencesp. 177
Reference Groupsp. 179
Opinion Leadersp. 180
Social Classesp. 181
Culture and Subculturesp. 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 Scenep. 180
Business Markets and Buying Behaviorp. 186
Texas Instruments Supplies the Processing Powerp. 187
Business Marketsp. 188
Producer Marketsp. 189
Reseller Marketsp. 190
Government Marketsp. 191
Institutional Marketsp. 192
Dimensions of Marketing to Business Customersp. 192
Characteristics of Transactions with Business Customersp. 192
Attributes of Business Customersp. 193
Primary Concerns of Business Customersp. 194
Methods of Business Buyingp. 195
Types of Business Purchasesp. 196
Demand for Business Productsp. 197
Derived Demandp. 197
Inelastic Demandp. 197
Joint Demandp. 198
Fluctuating Demandp. 198
Business Buying Decisions: The Buying Centerp. 198
The Buying Centerp. 198
Business Buying Decisions: Process and Influencesp. 200
Stages of the Business Buying Decision Processp. 200
Influences on the Business Buying Decision Processp. 202
Industrial Classification Systemsp. 203
Naturally Potatoes? Naturallyp. 190
Marketing Enterpreneurs: Venus McNabbp. 194
The Focus Is on Service at IBMp. 195
Product, Branding, and Packaging Conceptsp. 206
Heinz Brand Thrives with Innovative Products and Creative Labelsp. 207
What Is a Product?p. 208
Classifying Productsp. 210
Consumer Productsp. 210
Business Productsp. 212
Product Line and Product Mixp. 214
Product Life Cycles and Marketing Strategiesp. 215
Marketing Strategiesp. 215
Introductionp. 215
Growthp. 216
Maturityp. 217
Declinep. 218
Product Adoption Processp. 218
Brandingp. 220
Value of Brandingp. 221
Brand Equityp. 222
Types of Brandsp. 225
Selecting a Brand Namep. 226
Protecting a Brandp. 227
Branding Policies and Strategiesp. 228
Branding Policiesp. 228
Brand Extensionsp. 229
Co-Brandingp. 229
Brand Licensingp. 230
Packagingp. 230
Packaging Functionsp. 231
Major Packaging Considerationsp. 231
Packaging and Marketing Strategyp. 232
Labelingp. 234
Marketing Entrepreneurs: Arielle Eckstut, Jonah Shaw, and Jason Dorfp. 210
The Mets and Citigroup Brand Togetherp. 222
The Rise and Fall of Bingham Hill Cheese Companyp. 225
Developing and Managing Goods and Servicesp. 236
Crayola Finds Toys Are Fun with No Messp. 237
Managing Existing Productsp. 238
Line Extensionsp. 238
Product Modificationsp. 239
Developing New Productsp. 240
Idea Generationp. 241
Screeningp. 242
Concept Testingp. 242
Business Analysisp. 242
Product Developmentp. 243
Test Marketingp. 244
Commercializationp. 245
Product Differentiation Through Quality, Design, and Support Servicesp. 247
Product Qualityp. 247
Product Design and Featuresp. 248
Product Support Servicesp. 249
Product Positioning and Repositioningp. 250
Perceptual Mappingp. 250
Bases for Positioningp. 251
Repositioningp. 251
Product Deletionp. 252
Managing Services as Productsp. 253
Nature and Importance of Servicesp. 253
Characteristics of Servicesp. 254
Creating Marketing Mixes for Servicesp. 257
Organizing to Develop and Manage Productsp. 262
Marketing Entrepreneurs: Alex Fisher and Stew Maloneyp. 244
The Marketing of Wickedp. 255
Service Quality and Consistency in the Hotel Industryp. 259
Pricing Fundamentalsp. 264
The Starbury One Scores with Low-Price Strategyp. 265
The Role of Pricep. 266
Price and Nonprice Competitionp. 267
Price Competionp. 267
Nonprice Competitionp. 268
Analysis of Demandp. 269
The Demand Curvep. 269
Demand Fluctuationsp. 270
Assessing Price Elasticity of Demandp. 270
Demand, Cost, and Profit Relationshipsp. 272
Marginal Analysisp. 272
Breakeven Analysisp. 275
Factors Affecting Pricing Decisionsp. 277
Organizational and Marketing Objectivesp. 277
Types of Pricing Objectivesp. 277
Costsp. 278
Other Marketing-Mix Variablesp. 278
Channel Member Expectationsp. 279
Customer Interpretation and Responsep. 279
Competitionp. 281
Legal and Regulatory Issuesp. 282
Pricing for Business Marketsp. 283
Price Discountingp. 283
Geographic Pricingp. 285
Transfer Pricingp. 285
Netflix Survives Price Competitionp. 268
Marketing Entrepreneurs: Elliott Breece, Joshua Boltuch, and Elias Romanp. 270
Airlines Struggle to Balance Demand, Costsp. 276
Pricing Managementp. 286
Napster 2.0: The Cat Is Backp. 287
Stages for Establishing Pricesp. 288
Development of Pricing Objectivesp. 288
Survivalp. 289
Profitp. 290
Return on Investmentp. 290
Market Sharep. 290
Cash Flowp. 290
Status Quop. 291
Product Qualityp. 291
Assessment of the Target Market's Evaluation of Pricep. 292
Evaluation of Competitors' Pricesp. 293
Selection of a Basis for Pricingp. 293
Cost-Based Pricingp. 294
Demand-Based Pricingp. 295
Competition-Based Pricingp. 295
Selection of a Pricing Strategyp. 296
Differential Pricingp. 296
New-Product Pricingp. 298
Product-Line Pricingp. 299
Psychological Pricingp. 301
Professional Pricingp. 304
Promotional Pricingp. 304
Determination of a Specitific Pricep. 305
Levi's High-End Low Ridersp. 292
Marketing Entrepreneurs: Amy Mayer and Ellen Navarrop. 295
Why Did Microsoft Price the Xbox 360 Below Cost?p. 300
Marketing Channels and Supply-Chain Managementp. 306
FedEx Packages Marketing for Overnight Successp. 307
Marketing Channels and Supply-Chain Managementp. 308
Supply Chain Managementp. 309
The Significance of Marketing Channelsp. 311
Types of Marketing Channelsp. 312
Channels for Consumer Productsp. 312
Channels for Business Productsp. 314
Multiple Marketing Channels and Channel Alliancesp. 315
Selecting Marketing Channelsp. 316
Channel Leadership, Cooperation, and Conflictp. 318
Channel Integrationp. 320
Vertical Channel Integrationp. 320
Horizontal Channel Integrationp. 321
Intensity of Market Coveragep. 322
Physical Distribution in Supply-Chain Managementp. 323
Physical Distribution Functionsp. 325
Order Processingp. 325
Inventory Managementp. 326
Materials Handlingp. 327
Warehousingp. 327
Transportationp. 329
Partnering Helps Drive Toyota to the Topp. 310
Marketing Entrepreneurs: David Anselp. 313
Radio Shack Faces Channel Challengep. 321
Retailing, Direct Marketing, and Wholesalingp. 332
The Hard Rock Joins the Undefeated-the Seminole Nationp. 333
Retailingp. 334
Major Types of Retail Storesp. 336
General Merchandise Retailersp. 336
Specialty Retailersp. 340
Strategic Issues in Retailingp. 341
Location, Location, Locationp. 341
Retail Positioningp. 344
Store Imagep. 344
Category Managementp. 345
Scrambled Merchandisingp. 346
The Wheel of Retailingp. 346
Direct Marketing and Direct Sellingp. 347
Direct Marketingp. 347
Direct Sellingp. 350
Franchisingp. 350
Wholesalingp. 352
Services Provided by Wholesalersp. 353
Types of Wholesalersp. 354
Merchant Wholesalersp. 354
Agents and Brokersp. 357
Manufacturers' Sales Branches and Officesp. 358
A Wild Place to Eat and Shop: The Rainforest Cafép. 344
L.L. Bean Is Coming Out of the Woodsp. 348
Marketing Entrepreneurs: Jacquelyn Tranp. 350
Integrated Marketing Communicationsp. 360
Toyota Coordinates Promotions Across Many Platformsp. 361
What Is Integrated Marketing Communications?p. 362
The Communication Processp. 364
The Role and Objectives of Promotionp. 366
Create Awarenessp. 367
Stimulate Demandp. 368
Encourage Product Trialp. 369
Identify Prospectsp. 369
Retain Loyal Customersp. 369
Facilitate Reseller Supportp. 370
Combat Competitive Promotional Effortsp. 370
Reduce Sales Fluctuationsp. 370
The Promotion Mixp. 371
Advertisingp. 371
Personal Sellingp. 373
Public Relationsp. 373
Sales Promotionp. 374
Selecting Promotion-Mix Elementsp. 375
Promotional Resources, Objectives, and Policiesp. 375
Characteristics of the Target Marketp. 376
Characteristics of the Productp. 376
Costs and Availability of Promotional Methodsp. 377
Push and Pull Channel Policiesp. 377
The Growing Importance of Word-of-Mouth Communicationsp. 378
Product Placementp. 380
Criticisms and Defenses of Promotionp. 382
Nielsen Gets Students to Play the Ratings Gamep. 372
Marketing Entrepreneurs: Dave Balterp. 379
Should Procter & Gamble Buzz Minors?p. 380
Advertising and Public Relationsp. 384
Mini Cooper's Alternative Advertising Campaignp. 385
The Nature and Types of Advertisingp. 386
Developing an Advertising Campaignp. 388
Identifying and Analyzing the Target Audiencep. 388
Defining the Advertising Objectivesp. 389
Creating the Advertising Platformp. 389
Determining the Advertising Appropriationp. 390
Developing the Media Planp. 391
Creating the Advertising Messagep. 394
Executing the Campaignp. 397
Evaluating Advertising Effectivenessp. 397
Who Develops the Advertising Campaign?p. 400
Public Relationsp. 401
Public Relations Toolsp. 401
Evaluating Public Relations Effectivenessp. 404
Dealing with Unfavorable Public Relationsp. 404
Peyton Manning, MVP: Most Marketable Playerp. 392
Selling Insurance with a Quackp. 399
Marketing Entrepreneurs: Alex Tewp. 403
Personal Selling and Sales Promotionp. 406
Best Buy Reshapes the World of Sellingp. 407
What Is Personal Selling?p. 408
The Personal Selling Processp. 410
Prospecting for Customersp. 410
Evaluating Prospectsp. 410
Approaching the Customerp. 411
Making the Presentationp. 411
Overcoming Objectionsp. 411
Closing the Salep. 412
Following upp. 413
Types of Salespeoplep. 413
Order Gettersp. 413
Order Takersp. 413
Support Personnelp. 414
Types of Sellingp. 414
Managing the Sales Forcep. 415
Establishing Sales Force Objectivesp. 415
Determining Sales Force Sizep. 416
Recruiting and Selecting Salespeoplep. 417
Training Sales Personnelp. 417
Compensating Salespeoplep. 418
Motivating Salespeoplep. 419
Managing Sales Territoriesp. 421
Controlling and Evaluating Sales Force Performancep. 421
What Is Sales Promotion?p. 422
Consumer and Trade Sales Promotion Methodsp. 423
Consumer Sales Promotion Methodsp. 423
Trade Sales Promotion Methodsp. 423
The Ultimate Energy Salespersonp. 409
Marketing Entrepreneurs: Sir Richard Bransonp. 422
Holy Cowl Promotion at Chick-fil-Ap. 429
Notesp. N1
Creditsp. C1
Indexp. I1
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