Marketing Management

by Czinkota, Michael; Kotabe, Masaaki

• ISBN13: 9780324072655
• ISBN10: 0324072651
• Edition: 2nd
• Format: Paperback
• Copyright: 2000-05-26
• Publisher: South-Western College Pub

Summary

A marketing management course shouldn't be treated like a principles class. And, an upper-level text doesn't need to be written like an encyclopedia. That's why Marketing Management, 2e by Michael Czinkota and Masaaki Kotabe takes a direct, "no bull" ap

Table of Contents

Preface	p. xviii
About the Authors	p. xxiv
An Overview of Marketing
What Is Marketing?	p. 2
Definitions of Marketing	p. 3
A Brief History of Marketing Thought	p. 4
The Structure of Marketing Theory	p. 7
Goods versus Services	p. 8
Product Categories	p. 8
Consumer versus Industrial Markets	p. 8
Profit versus Nonprofit	p. 9
Intermediaries versus End Users	p. 10
Domestic versus International	p. 10
Small Firms versus Large Firms	p. 11
Industry Sector Specificity	p. 12
Marketing and Internal Resources	p. 12
The Complexity of Marketing	p. 13
Multiple Decision Makers	p. 13
Multiple Factors	p. 13
Interaction	p. 13
Time Frame	p. 14
Global Factors	p. 14
The Marketing Mix	p. 14
Selling versus Marketing	p. 15
Marketing and Corporate Strategy	p. 18
The Difference between Products and Benefits	p. 18
Marketing and Service Cultures	p. 19
Marketing and Nonprofit Organizations	p. 21
Summary	p. 21
Questions for Review	p. 22
Questions for Discussion	p. 22
Further Readings	p. 23
Marketing Planning
Marketing Plan	p. 26
Planning Process	p. 26
Corporate Plan	p. 28
Corporate Objectives	p. 28
Objectives for Nonprofit Organizations	p. 29
Corporate Mission	p. 30
Marketing Audit	p. 34
Analysis	p. 36
SWOT Analysis	p. 37
Assumptions	p. 39
Marketing Objectives	p. 39
Marketing Strategies	p. 40
Detailed Plans and Programs	p. 43
Reasons for Inadequate Planning	p. 45
Marketing Plan Structure	p. 45
Contingency Plan	p. 46
Budgets as Managerial Tools	p. 46
Measurement of Progress	p. 47
Performance Analysis	p. 47
Summary	p. 50
Questions for Review	p. 51
Questions for Discussion	p. 51
Further Readings	p. 53
Understanding the Environment and the Competition
Theoretical Frameworks	p. 57
The Sociocultural Environment	p. 58
The Technological Environment e-commerce	p. 59
The Economic Environment	p. 64
The Political and Legal Environment	p. 65
Environmental Analysis	p. 70
Environmental Scanning	p. 70
Delphi Studies	p. 72
Scenario Building	p. 73
Competition	p. 74
The Industry	p. 74
Competitive Structure	p. 74
Competitive Response	p. 76
Competitive Strategies	p. 77
Leaders and Followers	p. 78
Summary	p. 81
Questions for Review	p. 81
Questions for Discussion	p. 82
Further Readings	p. 83
Understanding the Buyer
A Model of Consumer Behavior	p. 85
The Consumer Decision-Making Process	p. 86
Problem or Need Recognition	p. 88
Information Search	p. 88
Evaluation of Alternatives	p. 88
Purchase Decision	p. 89
Postpurchase Behavior	p. 90
What Factors Specifically Influence Consumers?	p. 90
Economic Factors	p. 90
Age and Life Cycle	p. 91
Geography	p. 93
Social Class	p. 94
Culture	p. 94
Peer Pressure	p. 96
Lifestyle and Values	p. 97
Diffusion of Innovation	p. 100
Psychological Factors	p. 102
Coordinating Consumer Dimensions	p. 103
Organizational Purchasing	p. 103
Demand Patterns	p. 104
Decision Makers and Influencers	p. 104
Ethics and Industrial Buying	p. 105
Usage and Loyalty	p. 106
The Customer Franchise and Brand Equity	p. 108
Summary	p. 109
Questions for Review	p. 109
Questions for Discussion	p. 109
Further Readings	p. 111
Marketing Research and Information
Evaluating the Benefits of Research	p. 114
The Risks of Inadequate Research	p. 114
The Marketing Intelligence System	p. 115
System Structure	p. 116
Secondary Data	p. 118
Libraries	p. 118
Directories and Newsletters	p. 118
Commercial Information Providers	p. 119
Trade Associations	p. 119
Electronic Information Services e-commerce	p. 120
Evaluating Secondary Data Source and Quality	p. 121
Source Quality	p. 121
Data Quality	p. 121
Data Compatibility	p. 122
Primary Marketing Research	p. 123
Suppliers of Primary Marketing Research e-commerce	p. 123
The Marketing Research Process	p. 126
Defining the Objectives	p. 126
Determining the Research Level	p. 127
Determining the Research Approach	p. 130
Collecting the Data	p. 133
Analyzing the Results	p. 137
Reporting the Findings	p. 137
Knowledge Is the Business	p. 138
Summary	p. 140
Questions for Review	p. 141
Questions for Discussion	p. 141
Further Readings	p. 143
Selected Information Sources for Marketing Issues	p. 145
Estimating the Market Demand
Forecasts versus Budgets	p. 154
Short-Term, Medium-Term, and Long-Term Forecasts	p. 155
Short Term e-commerce	p. 155
Medium Term	p. 156
Long Term	p. 156
Dynamics of Forecasting	p. 157
Forecasts into Budgets	p. 157
Macro-and Microforecasts e-commerce	p. 158
Derived Forecasts	p. 160
Forecasting Techniques	p. 163
Qualitative Methods	p. 163
Quantitative Methods	p. 169
Spreadsheets	p. 177
Alternatives to Forecasting	p. 178
Factors Limiting Forecasts	p. 179
Summary	p. 181
Questions for Review	p. 182
Questions for Discussion	p. 183
Further Readings	p. 185
Market Segmentation, Positioning, and Branding
What Is a Market?	p. 188
Who Is the Market?	p. 188
Channels	p. 189
Market Boundaries	p. 190
Customers, Users, and Prospects	p. 190
Market Segments	p. 192
Segmentation	p. 195
Segmentation by Consumption Profile	p. 198
Segmentation across National Boundaries	p. 198
Segment Viability	p. 200
The Internet and Segmentation e-commerce	p. 202
Segmentation Methods and Practical Segmentation	p. 203
Product/Service Positioning	p. 206
Positioning over Time	p. 210
Perceptual Maps	p. 210
Target Marketing	p. 212
Possible Approaches to Segmentation	p. 212
Single Segment	p. 212
Multiple Segments	p. 214
Full Coverage ("Mass Marketing")	p. 214
Counter-Segmentation	p. 215
Segmentation and Ethics	p. 215
Differentiation and Branding	p. 216
Brand Monopoly	p. 217
Branding Policies	p. 217
Differentiation of Services	p. 221
Summary	p. 222
Questions for Review	p. 222
Questions for Discussion	p. 223
Further Readings	p. 225
Product and Service Decisions
The Product Package	p. 228
The Product Audit	p. 229
Product Strategy	p. 230
Market Penetration	p. 230
Product Development	p. 230
Market Development	p. 230
Diversification	p. 231
The Ansoff Matrix	p. 232
The Product Life Cycle	p. 234
Life Cycle Stages	p. 235
Lessons of the Product Life Cycle	p. 237
Other Life Cycles	p. 237
Life Cycle Extension	p. 238
Fashion and Fads	p. 238
Technological Life Cycle	p. 241
The International Product Cycle	p. 241
Product Life	p. 244
Life Cycles and Marketing Strategy	p. 245
Cash Flow	p. 247
Product Portfolios	p. 247
The Boston Consulting Group Matrix	p. 248
Theory versus Practice	p. 252
Product Mix	p. 253
Refining Product Strategies	p. 255
Product Standardization and Adaptation	p. 255
Packaging	p. 257
Strategies for Services	p. 258
Service Categories	p. 259
Distinctive Features of Services	p. 260
Marketing Repercussions of Services	p. 261
Summary	p. 264
Questions for Review	p. 265
Questions for Discussion	p. 265
Further Readings	p. 267
New Products
Gap Analysis for Scanning and Idea Generation	p. 271
Usage Gap	p. 271
Distribution Gap e-commerce	p. 275
Product Gap	p. 276
Competitive Gap	p. 276
Market Gap Analysis	p. 277
Broader Objectives	p. 277
Beyond the Trends	p. 279
Product Modification	p. 280
Creating New Products	p. 282
Customers	p. 283
Innovative Imitation	p. 283
Corporate Response	p. 284
Production Capabilities	p. 284
Financial Performance	p. 285
Investment Potential	p. 285
Human Factors	p. 285
Materials Supply	p. 285
Cannibalism	p. 286
Time	p. 286
Marketing Response	p. 286
Match with Existing Product Lines	p. 286
Price and Quality	p. 287
Distribution Patterns	p. 288
Seasonality	p. 288
Product Development Process	p. 288
Strategic Screening	p. 289
Concept Testing	p. 292
Product Development	p. 294
Product Testing	p. 294
Test Marketing	p. 296
Product Launch	p. 298
Product Replacement	p. 298
Risk versus Time	p. 299
Japanese-Style Product Development	p. 300
Summary	p. 301
Questions for Review	p. 302
Questions for Discussion	p. 302
Further Readings	p. 303
Pricing Decisions
Price	p. 306
Service Prices	p. 307
Price and Nonprofit Organizations	p. 307
Demand and Supply	p. 308
Price Elasticity of Demand	p. 309
Estimation of the Demand Curve and Price Elasticity	p. 310
Organization-Controlled Factors	p. 312
Customer Factors	p. 314
Market Factors	p. 316
Pricing New Products	p. 318
Alternative Pricing Strategies	p. 319
Practical Pricing Policies	p. 321
Discounts	p. 327
Price Negotiation	p. 328
Project Pricing	p. 329
Pricing Strategy	p. 329
Price Wars	p. 330
Reactions to Price Challenges	p. 331
Avoiding Price Wars	p. 332
Price Increases	p. 333
Summary	p. 334
Questions for Review	p. 335
Questions for Discussion	p. 335
Further Readings	p. 337
Distribution and Supply Chain Management
The Distribution Channel	p. 339
Channel Members and Levels e-commerce	p. 341
Channel Decisions	p. 342
Channel Compensation	p. 343
Channel Management e-commerce	p. 344
Channel Membership	p. 345
Channel Motivation	p. 346
Monitoring Channels	p. 347
Retailing	p. 348
Type of Product or Service Sold	p. 348
Type of Customer Service	p. 349
Type of Organization	p. 349
Location e-commerce	p. 351
Wholesaling	p. 352
Purchasing	p. 353
Supply Chain Management	p. 355
Production Decisions	p. 357
Transportation Decisions	p. 358
Facility Decisions	p. 362
Inventory Decisions	p. 362
Inventory as a Strategic Tool	p. 364
Communications Decisions	p. 364
Logistics and the Environment	p. 365
Customer Service	p. 366
Service Levels	p. 366
Customer Complaints	p. 367
Customer Satisfaction	p. 368
Organizing for Customer Service	p. 370
Summary	p. 371
Questions for Review	p. 372
Questions for Discussion	p. 372
Further Readings	p. 373
Designing Effective Promotion and Advertising Strategies
Dialogue	p. 375
Encoding and Decoding	p. 375
Marketing Mix	p. 376
Corporate Promotion versus Brand Promotion	p. 377
Push versus Pull	p. 378
Consumer versus Industrial Advertising	p. 379
Creating the Correct Messages	p. 380
Awareness	p. 380
Interest	p. 382
Understanding	p. 383
Attitude	p. 383
Buying Decision	p. 383
The Message	p. 384
Message Consistency	p. 384
Opinion Leaders	p. 385
Word of Mouth	p. 385
Message Selection	p. 386
Media Selection	p. 387
Coverage	p. 387
Frequency	p. 388
Types of Media and Their Characteristics	p. 389
Promotional Mix	p. 394
Promotion of Services	p. 396
Promotion in Nonprofit Organizations	p. 396
Advertising Plan	p. 397
Advertising Budgets	p. 397
Researching Advertising Effectiveness	p. 399
Selecting an Advertising Agency	p. 401
Summary	p. 403
Questions for Review	p. 403
Questions for Discussion	p. 404
Further Readings	p. 405
Direct Marketing, Sales Promotion, and Public Relations
Precision Marketing	p. 408
Availability and Consolidation of Secondary Data	p. 408
Point-of-Sale Data	p. 409
Manipulation of Data	p. 410
Direct Marketing Delivery Systems	p. 411
Direct Mail Communication	p. 411
Advantages and Disadvantages of Direct Mail	p. 412
Structuring the Direct Mail Campaign	p. 413
Internet-Based Communications e-commerce	p. 415
Door-to-Door	p. 415
Publications	p. 416
Telemarketing	p. 416
Telemarketing Agencies	p. 418
Inbound Telemarketing	p. 418
Network Marketing	p. 419
Sales Promotion	p. 420
Advantages and Disadvantages of Sales Promotion	p. 420
Promotional Pricing	p. 422
Nonprice Promotions	p. 425
Sampling	p. 426
Sponsorship	p. 428
Trade Shows	p. 428
The Press and Public Relations	p. 430
Media Contact	p. 430
News Stories	p. 430
The Press Office	p. 431
Corporate Public Relations	p. 431
Summary	p. 434
Questions for Review	p. 434
Questions for Discussion	p. 435
Further Readings	p. 437
Selling and Sales Management
Territory Management and Planning	p. 440
Geographical Territories	p. 441
Territory Plans	p. 441
Annual Calls Available	p. 443
Sales Personnel Plan	p. 444
The Sales Professional	p. 445
Individual Management of Sales	p. 445
Territory Sales Plan	p. 446
Sales Objectives	p. 448
Industrial Sales	p. 449
Industrial Buying Situations	p. 449
Decision Makers and Influencers	p. 450
Project Management	p. 451
Proposals	p. 451
Interorganizational Relations	p. 452
Relationship Marketing	p. 452
Account Planning	p. 454
Sales Team Management	p. 455
Marketing Management	p. 455
Cultural Generalization	p. 456
People Management	p. 459
Summary	p. 464
Questions for Review	p. 465
Questions for Discussion	p. 465
Further Readings	p. 467
The Future of Marketing
Environmental Changes	p. 470
The Technological Environment e-commerce	p. 470
The Financial Environment	p. 472
The Regulatory Environment	p. 472
The Societal Environment	p. 473
The Competitive Environment	p. 475
Effects on Marketing Management	p. 479
Product Policy	p. 480
Pricing Policy	p. 481
Distributing Strategy	p. 481
Communications Strategy	p. 483
Further Readings	p. 484
Amazon.com e-commerce	p. 485
Anheuser-Busch International, Inc.: Making Inroads into Brazil and Mexico	p. 495
ATandT: The Threat of Internet Telephony e-commerce	p. 505
Citibank N.A. in Japan	p. 515
Kao Corporation: Direction for the 21st Century	p. 523
Marketing and the Environment: Tuna versus Dolphins	p. 535
Pepsi One	p. 541
Spectrum Color Systems, Inc.	p. 553
Unisys: The Repositioning	p. 563
Water from Iceland	p. 573
Company and Organization Index	p. 581
Name Index	p. 585
Subject Index	p. 589
Photo Credits	p. 598
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