Marketing Management : Knowledge and Skills

by Peter, J. Paul; Donnelly, James H.

• ISBN13: 9780073137636
• ISBN10: 0073137634
• Edition: 8th
• Format: Hardcover
• Copyright: 2006-02-02
• Publisher: McGraw-Hill/Irwin

Summary

Marketing Management: Knowledge and Skills, 8/e, by Peter and Donnelly, serves an overview for critical issues in marketing management. The text strives to enhance knowledge of marketing management and advance student skills so they can develop and maintain successful marketing strategies. The text does this through comprehensive text chapters that analyze that marketing process and gives students the foundation needed for success in marketing management and through 40 cases (12 of them new, many others updated) that go beyond traditional marketing principles and focus on the role of marketing in cross-functional business and organization strategies.

Author Biography

James H. Donnelly, Jr. is the Thomas C. Simons Professor in the Gatton College of Business and Economics at the University of Kentucky.

Table of Contents

SECTION 1 ESSENTIALS OF MARKETING MANAGEMENT	1	(2)
PART A INTRODUCTION	3	(24)
Strategic Planning and the Marketing Management Process	4	(23)
The Marketing Concept	4	(1)
What Is Marketing?	5	(1)
What Is Strategic Planning?	6	(9)
Strategic Planning and Marketing Management	7	(1)
The Strategic Planning Process	7	(8)
The Complete Strategic Plan	15	(1)
The Marketing Management Process	15	(5)
Situation Analysis	15	(3)
Marketing Planning	18	(1)
Implementation and Control of the Marketing Plan	19	(1)
Marketing Information Systems and Marketing Research	20	(1)
The Strategic Plan, the Marketing Plan, and Other Functional Area Plans	20	(1)
Marketing Role in Cross-Functional Strategic Planning	20	(1)
Conclusion	21	(6)
Appendix Portfolio Models	23	(4)
PART B MARKETING INFORMATION, RESEARCH, AND UNDERSTANDING THE TARGET MARKET	27	(52)
Marketing Research: Process and Systems for Decision Making	28	(12)
The Role of Marketing Research	28	(1)
The Marketing Research Process	29	(9)
Purpose of the Research	29	(1)
Plan of the Research	30	(5)
Performance of the Research	35	(1)
Processing of Research Data	35	(1)
Preparation of the Research Report	36	(1)
Limitations of the Research Process	36	(2)
Marketing Information Systems	38	(1)
Conclusion	39	(1)
Consumer Behavior	40	(14)
Social Influences on Consumer Decision Making	41	(2)
Culture and Subculture	41	(1)
Social Class	42	(1)
Reference Groups and Families	43	(1)
Marketing Influences on Consumer Decision Making	43	(2)
Product Influences	43	(1)
Price Influences	43	(1)
Promotion Influences	44	(1)
Place Influences	45	(1)
Situational Influences on Consumer Decision Making	45	(1)
Psychological Influences on Consumer Decision Making	46	(1)
Product Knowledge	46	(1)
Product Involvement	46	(1)
Consumer Decision Making	46	(6)
Need Recognition	47	(1)
Alternative Search	48	(1)
Alternative Evaluation	49	(1)
Purchase Decision	50	(1)
Postpurchase Evaluation	50	(2)
Conclusion	52	(2)
Appendix Selected Consumer Behavior Data Sources	53	(1)
Business, Government, and Institutional Buying	54	(11)
Categories of Organizational Buyers	54	(1)
Producers	54	(1)
Intermediaries	55	(1)
Government Agencies	55	(1)
Other Institutions	55	(1)
The Organizational Buying Process	55	(1)
Purchase-Type Influences on Organizational Buying	56	(1)
Straight Rebuy	56	(1)
Modified Rebuy	56	(1)
New Task Purchase	56	(1)
Structural Influences on Organizational Buying	57	(2)
Purchasing Roles	57	(1)
Organization-Specific Factors	58	(1)
Purchasing Policies and Procedures	58	(1)
Behavioral Influences on Organizational Buying	59	(3)
Personal Motivations	59	(1)
Role Perceptions	59	(3)
Stages in the Organizational Buying Process	62	(2)
Organizational Need	62	(1)
Vendor Analysis	62	(1)
Purchase Activities	62	(1)
Postpurchase Evaluation	63	(1)
Conclusion	64	(1)
Market Segmentation	65	(14)
Delineate the Firm's Current Situation	65	(1)
Determine Consumer Needs and Wants	66	(1)
Divide Markets on Relevant Dimensions	66	(6)
A Priori versus Post Hoc Segmentation	68	(1)
Relevance of Segmentation Dimensions	68	(1)
Bases for Segmentation	68	(4)
Develop Product Positioning	72	(2)
Decide Segmentation Strategy	74	(2)
Design Marketing Mix Strategy	76	(1)
Conclusion	76	(3)
PART C THE MARKETING MIX	79	(94)
Product Strategy	80	(16)
Basic Issues in Product Management	80	(8)
Product Definition	80	(1)
Product Classification	81	(1)
Product Quality and Value	82	(1)
Product Mix and Product Line	83	(1)
Branding and Brand Equity	84	(4)
Packaging	88	(1)
Product Life Cycle	88	(3)
Product Adoption and Diffusion	90	(1)
The Product Audit	91	(2)
Deletions	91	(1)
Product Improvement	92	(1)
Organizing for Product Management	93	(2)
Conclusion	95	(1)
New Product Planning and Development	96	(14)
New Product Strategy	97	(3)
New Product Planning and Development Process	100	(6)
Idea Generation	100	(1)
Idea Screening	101	(1)
Project Planning	102	(2)
Product Development	104	(1)
Test Marketing	104	(1)
Commercialization	104	(1)
The Importance of Time	105	(1)
Some Important New Product Decisions	106	(1)
Quality Level	106	(1)
Product Features	106	(1)
Product Design	107	(1)
Product Safety	107	(1)
Causes of New Product Failure	107	(1)
Need for Research	108	(1)
Conclusion	108	(2)
Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing	110	(20)
Strategic Goals of Marketing Communication	110	(1)
Create Awareness	110	(1)
The Promotion Mix	111	(1)
Integrated Marketing Communications	112	(3)
Advertising: Planning and Strategy	115	(1)
Objectives of Advertising	115	(1)
Advertising Decisions	116	(6)
The Expenditure Question	116	(2)
The Allocation Question	118	(4)
Sales Promotion	122	(4)
Push versus Pull Marketing	123	(1)
Trade Sales Promotions	124	(1)
Consumer Promotions	125	(1)
What Sales Promotion Can and Can't Do	125	(1)
Public Relations	126	(1)
Direct Marketing	127	(1)
Conclusion	127	(3)
Appendix: Major Federal Agencies Involved in Control of Advertising	129	(1)
Personal Selling, Relationship Building, and Sales Management	130	(16)
Importance of Personal Selling	130	(1)
The Sales Process	131	(7)
Objectives of the Sales Force	131	(1)
The Sales Relationship-Building Process	132	(6)
People Who Support the Sales Force	138	(1)
Managing the Sales and Relationship-Building Process	138	(7)
The Sales Management Task	138	(2)
Controlling the Sales Force	140	(4)
Motivating and Compensating Performance	144	(1)
Conclusion	145	(1)
Distribution Strategy	146	(17)
The Need for Marketing Intermediaries	146	(1)
Classification of Marketing Intermediaries and Functions	146	(2)
Channels of Distribution	148	(1)
Selecting Channels of Distribution	149	(3)
Specific Considerations	149	(3)
Managing a Channel of Distribution	152	(3)
Relationship Marketing in Channels	152	(1)
Vertical Marketing Systems	153	(2)
Wholesaling	155	(1)
Store and Nonstore Retailing	156	(5)
Store Retailing	157	(1)
Nonstore Retailing	157	(2)
Electronic Exchange	159	(2)
Conclusion	161	(2)
Pricing Strategy	163	(10)
Demand Influences on Pricing Decisions	163	(2)
Demographic Factors	163	(1)
Psychological Factors	163	(1)
Price Elasticity	164	(1)
Supply Influences on Pricing Decisions	165	(3)
Pricing Objectives	165	(1)
Cost Considerations in Pricing	165	(2)
Product Considerations in Pricing	167	(1)
Environmental Influences on Pricing Decisions	168	(1)
Competition	168	(1)
Government Regulations	168	(1)
A General Pricing Model	169	(3)
Set Pricing Objectives	169	(1)
Evaluate Product-Price Relationships	169	(1)
Estimate Costs and Other Price Limitations	170	(1)
Analyze Profit Potential	171	(1)
Set Initial Price Structure	172	(1)
Change Price as Needed	172	(1)
Conclusion	172	(1)
PART D MARKETING IN SPECIAL FIELDS	173	(32)
The Marketing of Services	174	(15)
Important Characteristics of Services	176	(4)
Intangibility	176	(1)
Inseparability	177	(1)
Perishability and Fluctuating Demand	178	(1)
Highly Differentiated Marketing Systems	178	(1)
Client Relationship	178	(2)
Providing Quality Services	180	(3)
Customer Satisfaction Measurement	181	(1)
The Importance of Internal Marketing	182	(1)
Overcoming the Obstacles in Service Marketing	183	(2)
Limited View of Marketing	183	(1)
Limited Competition	184	(1)
Noncreative Management	184	(1)
No Obsolescence	185	(1)
The Service Challenge	185	(3)
Banking	185	(1)
Health Care	186	(1)
Insurance	186	(1)
Travel	187	(1)
Implications for Service Marketers	188	(1)
Conclusion	188	(1)
Global Marketing	189	(16)
Organizing for Global Marketing	190	(5)
Problems with Entering Foreign Markets	190	(3)
Organizing the Multinational Company	193	(2)
Programming for Global Marketing	195	(6)
Global Marketing Research	195	(2)
Global Product Strategy	197	(1)
Global Distribution Strategy	198	(1)
Global Pricing Strategy	198	(1)
Global Advertising and Sales Promotion Strategy	199	(2)
Entry and Growth Strategies for Global Marketing	201	(2)
Conclusion	203	(2)
SECTION 2 ANALYZING MARKETING PROBLEMS AND CASES	205	(14)
A Case Analysis Framework	206	(7)
Analyze and Record the Current Situation	207	(4)
Analyze and Record Problems and Their Core Elements	211	(1)
Formulate, Evaluate, and Record Alternative Courses of Action	212	(1)
Select and Record the Chosen Alternative and Implementation Details	212	(1)
Pitfalls to Avoid in Case Analysis	213	(1)
Communicating Case Analyses	214	(4)
The Written Report	215	(2)
The Oral Presentation	217	(1)
Conclusion	218	(1)
SECTION 3 FINANCIAL ANALYSIS FOR MARKETING DECISIONS	219	(10)
Financial Analysis	220	(8)
Break-Even Analysis	220	(2)
Net Present Value Analysis	222	(2)
Ratio Analysis	224	(4)
Conclusion	228	(1)
SECTION 4 INTERNET EXERCISES AND SOURCES OF MARKETING INFORMATION	229	(2)
PART A INTERNET EXERCISES	231	(8)
Exercise 1 Corporate Websites	232	(1)
Exercise 2 Online vs. Offline Retail Experiences	232	(1)
Exercise 3 Consumer Decision-Making Process	233	(1)
Exercise 4 Discovering Product Assortments Online	233	(1)
Exercise 5 Brand Equity on the Internet	234	(1)
Exercise 6 The Impact of Communities on Marketing	234	(1)
Exercise 7 Branding for Pure Plays	235	(1)
Exercise 8 Pricing Issues on the Internet	235	(1)
Exercise 9 Selecting the Internet as a Distribution Channel	236	(1)
Exercise 10 Internet Advertising	236	(1)
Exercise 11 The Adaptation of Services to the Internet	237	(1)
Exercise 12 Marketing Communications Techniques in the Internet Age	237	(2)
PART B INTERNET SOURCES OF MARKETING INFORMATION	239	(6)
SECTION 5 MARKETING MANAGEMENT CASES	245	(1)
CASE GROUP A. MARKET OPPORTUNITY ANALYSIS	245	(36)
Case 1 Abercrombie & Fitch---Early 2005	247	(3)
Jerry C. Olson
Case 2 McDonald's Corporation in the New Millennium	250	(7)
J. Paul Peter
Ashish Gokhale
Case 3 Campus Calendar	257	(4)
William R. Wynd
Case 4 3DV--LS: Assessing Market Opportunity in the Computer Visualization Market	261	(11)
Robin Habeger
Kay M. Palan
Case 5 South Delaware Coors, Inc.	272	(9)
James E. Nelson
Eric J. Karson
CASE GROUP B. PRODUCT STRATEGY	281	(73)
Case 6 Starbucks---Early 2005	281	(4)
J. Paul Peter
Case 7 easyCar.com	285	(9)
John J. Lawrence
Luis Solis
Case 8 Pfizer, Inc. Animal Health Products Industry Downturns and Marketing Strategy	294	(10)
Jakki J. Mohr
Sara Streeter
Case 9 Snacks to Go	304	(17)
JoAnn K. Linrud
Case 10 Callaway Golf Company	321	(33)
John E. Gamble
CASE GROUP C. PROMOTION STRATEGY	354	(46)
Case 11 harley-davidson.com and the Global Motorcycle Industry	354	(5)
J. Paul Peter
Case 12 Wind Technology	359	(6)
Ken Manning
Jakki J. Mohr
Case 13 Lady Foot Locker: The Lobo Launch	365	(18)
Andrew J. Rohm
David W. Rosenthal
Thomas C. Boyd
Case 14 Mountain Dew: Selecting New Creative	383	(17)
Douglas B. Holt
CASE GROUP D. DISTRIBUTION STRATEGY	400	(78)
Case 15 Amazon.com	400	(3)
J. Paul Peter
Case 16 IKEA's Global Strategy	403	(7)
Paul Kolesa
Case 17 Blockbuster Entertainment Corporation	410	(11)
James A. Kidney
Case 18 eBay: In a League by Itself	421	(28)
Louis Marino
Patrick Kreiser
Case 19 Wal-Mart Stores, Inc.: A New Set of Challenges	449	(29)
Arthur A. Thompson
CASE GROUP E. PRICING STRATEGY	478	(56)
Case 20 Schwinn Bicycles	478	(3)
J. Paul Peter
Case 21 Toyota	481	(7)
Kathleen Kerwin
Christopher Palmeri
Paul Magnusson
Case 22 Cowgirl Chocolates	488	(13)
John J. Lawrence
Linda J. Morris
Joseph J. Geiger
Case 23 America Online (AOL)	501	(13)
Natalya V. Delcoure
Lawrence R. Jauch
John L. Scott
Case 24 Sun Microsystems: A High Growth, Loosely Organized Giant in a Constrained, Technology Intensive Environment	514	(20)
Walter E. Greene
William C. House
CASE GROUP F. SOCIAL AND ETHICAL ISSUES IN MARKETING MANAGEMENT	534	(47)
Case 25 Notetakers Company: Selling Class Notes and Instructional Notes to Students	534
S. J. Garner
Judy Spain
Case 26 Nintendo versus SEGA: Sex, Violence, and Videogames	528	(4)
Romuald A. Stone
Case 27 E. & J. Gallo Winery	532	(8)
A. J. Strickland III
Daniel C. Thurman
Case 28 Sarah Norton and Wise Research	540	(12)
Ronald L. Coulter
D. Michael Fields
Mary K. Coulter
Rebecca J. Gordon-Runyan
Case 29 Philip Morris Companies	552	(13)
Keith Robbins
Case 30 Black Diamond Equipment, LTD.	565	(16)
Steven J. Maranville
Madeleine E. Pullman
SECTION 6 STRATEGIC MARKETING CASES	581	(196)
Case 1 Yahoo! Inc.	583	(7)
Ben Elgin
Ronald Grover
Case 2 Yum! Brands, Pizza Hut, and KFC	590	(14)
Jeffrey A. Krug
Case 3 Caterpillar, Inc.	604	(12)
Sara L. Pitterle
J. Paul Peter
Case 4 Harley-Davidson, Inc.---Motorcycle Division	616	(13)
J. Paul Peter
Case 5 L. A. Gear, Inc.	629	(20)
A. J. Almaney
S. Green
S. Slotkin
H. Speer
Case 6 Kikkoman Corporation in the Mid--1990s: Market Maturity, Diversification, and Globalization	649	(22)
Norihito Tanaka
Marilyn L. Taylor
Joyce A. Claterbos
Case 7 The Black & Decker Corporation	671	(21)
John E. Gamble
Arthur A. Thompson
Case 8 Krispy Kreme Doughnuts in 2005: Are the Glory Days Over?	692	(25)
Arthur A. Thompson
Amit J. Shah
Case 9 Campbell Soup Company	717	(29)
John E. Gamble
Arthur A. Thompson, Jr.
Case 10 Dell, Inc., in 2005: A Winning Strategy?	746	(31)
Arthur A. Thompson
John E. Gamble
SECTION 7 DEVELOPING MARKETING PLANS	777	(12)
A Marketing Plan Framework	778	(9)
Title Page	779	(1)
Executive Summary	779	(1)
Table of Contents	780	(1)
Introduction	780	(1)
Situational Analysis	780	(1)
Marketing Planning	780	(2)
Implementation and Control of the Marketing Plan	782	(2)
Summary	784	(1)
Appendix---Financial Analysis	784	(3)
References	787	(1)
Conclusion	787	(2)
Chapter Notes	789	(7)
Index	796