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9781412963121

Marketing Management : A Customer-Oriented Approach

by
  • ISBN13:

    9781412963121

  • ISBN10:

    1412963125

  • Format: Hardcover
  • Copyright: 2009-10-22
  • Publisher: SAGE Publications, Inc

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Summary

Unlike marketing management texts that are versions of principles texts, this text is based on three concepts not found in the competition:- A focus on customer service is central. This concept is presently gaining much attention in research and practice. It provides students with an understanding on how marketing strategic and tactical decisions are made in light of their impact on the firm's customers.- The text will truly integrate the concepts of marketing and management, making it more interdisciplinary. Managing a marketing department or marketing program requires and understanding of management principles and how they are implemented.- Knowledge that students will use immediately upon graduation will be a priority. Most who pursue marketing careers start at entry level positions within the marketing department, and few go into upper management immediately. Information provided can be used immediately in an entry level job and in a first level management position.Features & Benefits- 'œStop and Think' features cause the reader to stop and think about how management principles are used in marketing positions (ie ' issues related to planning, organizing, leading).- 'œYourCareer' features offer students practical advice regarding marketing careers and profiles of recent successful marketing graduates.- Includes chapters on data warehousing, internal and external communications, and website management ' coverage lacking in competing texts- 'œCustomer Corner' insets, posing a customer service situation, encourage students to think about the importance of customer service and how they would respond to customer service problems.- Critical thinking exercises stress the importance of quantitative methods in marketing and applying marketing concepts.- End of chapter mini-cases can be used by instructors to generate class discussion, for in-class group work, or individual assignments. Excellent summary of chapter concepts.

Table of Contents

Marketing Foundation
The Nature of Marketing Management
Southwest Airlines: Fun, Profit, Customer Satisfaction, and a Major Bump in the Road
The Nature of Marketing Management
The Fields of Marketing and Management
Marketing and Management Issues
A Customer Service Failure
Customer Service Champions
The Design of This Book
Chapter Summary
Chapter 1 Case: iPhone Madness
Market Analysis
Electrolyte Nation
Marketing Analysis
Environmental Analysis
Competitive/Industry Analysis
Analysis of Product Positioning
Market Segment Analysis
Customer Analysis
Consumer Buying Decision Making
Demand and Market Potential
Estimating Demand
Contribution Margin and Break-Even Point
Chapter Summary
Chapter 2 Case: Scooping Up Success?
Data Warehousing
Costco: Data-Driven, Employee-Centered Marketing
The Data Warehouse
Data Warehouse Functions
The Data in a Data Warehouse
Analytical Data
Data Mining
Data-Driven Marketing Programs
Testing Database-Driven Initiatives
Chapter Summary
Chapter 3 Case: Majestic Mountain Ski Resort
Building a Customer-Oriented Marketing Department
AFLAC: Employee-Centered Customer Care
Developing a Successful Management Style
Providing Effective Leadership
Making Quality Decisions
Building a Customer-Oriented Culture
Motivating Employees
Empowering and Engaging Employees
Inspiring Creativity
Handling Personal and Employee Stress
Chapter Summary
Chapter 4 Case: The New Boss
Managing Customer Acquisition
Customer Acquisition Strategies and Tactics
Sony: From Humble Beginnings to a Worldwide Brand
The Product Life Cycle
The Importance of Customer Acquisition
Customer Acquisition: Identifying Markets
Customer Acquisition: Developing Products
Branding
Types of Brands
Developing Powerful Brands
The Role of Customer Service
Chapter Summary
Chapter 5 Case: LensCrafters
Pricing
Priceline.com: Reverse Auction Pricing Continues to Survive
Price Considerations
Pricing Strategies and Objectives
Setting Prices
Pricing New Products
Price Discounts
Changing Prices of Existing Products
Legal and Ethical Pricing Issues
The Role of Customer Service
Chapter Summary
Chapter 6 Case: Pricing: That?s How the Cookie Crumbles
Advertising, Alternative and Direct Marketing
Smucker?s: It Has to be Good
Advertising Management
Establishing Advertising Objectives
Creating an Advertising Budget
Choosing an Advertising Agency
Overseeing an Advertising Program
Assessing Advertising Effectiveness
Alternative Marketing Programs
Direct Marketing
Implications for Entry-Level Employees
Chapter Summary
Chapter 7 Case: Wild West Rodeo
Sales Promotions
Kraft: Eat and Live Better
Objectives of Promotions
Managing Consumer Promotions
Types of Consumer Promotions
Types of Consumers
International Considerations
Trade Promotions
Implications for Marketing Managers
Customer Service and Promotions Programs
Chapter Summary
Chapter 8 Case: Barney's Bookstore
Personal Selling
IBM: A Corporate Legend Continues to Grow
Retail Selling
The Business-to-Business Selling Function
Business-to-Business Customer Acquisition
Relationship Selling
Personal Selling: An International Perspective
Managing a Sales Force
Recruiting and Selection
Training
Compensation
Motivational Programs
Performance Evaluation
Chapter Summary
Chapter 9 Case: Hamming It Up
Managing Customer Interactions
Internal Communications
Zappos: To Live and Deliver WOW
The Nature of Communication
Individual Communication
Barriers to Individual Communication
Overcoming Barriers to Individual Communication
The Value of Individual Communication
Communication Systems in Organizations
Barriers to Formal Communication
Overcoming the Barriers to Formal Communication
Internal Communication and Customer Service
International Internal Communications
Implications for Marketing Managers
Chapter Summary
Chapter 10 Case: The Zen Master
External Communications
Round Rock Express: Making Memoriess One Game at a Time
Communications With Non-Customers
Communications With Customers and Potential Customers
Institutional Statements
Product Appearance and Package Design
The Business Facility
Personal Contacts
Marketing Communication Tactics
In-Store Communications
Public Relations
Image-Building Programs
Implications for Marketing Managers
Relationship to Customer Service
Chapter Summary
Chapter 11 Case: New York Cool
Distribution and Supply Chain Management
Insight, Inc.: Top of Mind in Supply Chain Management
Distribution Systems
Establishing Channels of Distribution
Managing the Supply Channel
Physical Distribution
Methods of Transportation
Evaluation of Physical Distribution
Implications for Customer Service
Implications for Marketing Managers
Chapter Summary
Chapter 12 Case: Making Movies
Web Site and Internet Management
Vonage: Challenging and Changing Personal Communication
Web Site Functions
The Value of a Web Site
Designing an E-Commerce Program
Building the E-Commerce Foundation
Creating E-Commerce Components
Finalizing Methods of Interaction With Customers
Promoting the Web Site
International Implications
Chapter Summary
Chapter 13 Case: Love Hurts
Managing Customer Retention
Customer Retention and Recovery
Jet Blue: Crisis Management and Customer Recovery
Developing Customer Loyalty
Types of Customer Loyalty
Factors That Generate Loyalty
Maintaining Customer Relationships
Customer Recovery
Benefits of Customer Retention
Implications for Marketing Managers
Chapter Summary
Chapter 14 Case: A Taxing Situation
Marketing Control
Aetna: Making Marketing Controls Work
Planning Systems: The Basis of Control
Control Systems
Strategic Controls
Strategic Marketing Controls
Brands and Product Lines
Marketing Function or Departmental Controls
Individual Controls (Performance Appraisal)
Types of Corrections
Strategic Corrections
Tactical Corrections
Individual Rewards and Corrections
Implications for Marketing Managers
Chapter Summary
Chapter 15 Case: Victoria's Secret: Pushing Up Sales During Tough Times
How to Analyze a Case
Comprehensive Cases
Table of Contents provided by Ingram. All Rights Reserved.

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