Marketing Management: Text and Cases, 7th Edition

by Douglas J. Dalrymple (Indiana Univ.); Leonard J. Parsons (Georgia Institute of Technology)

• ISBN13: 9780471332381
• ISBN10: 0471332380
• Edition: 7th
• Format: Hardcover
• Copyright: 2000-01-01
• Publisher: Wiley

Summary

* SPSS(r) Student Version for Windows 9.0 is available to accompany the text.

Author Biography

<b>Douglas J. Dalrymple</b> is Professor of Marketing in the School of Business at Indiana University. He received his DBA degree in marketing from Michigan State University and his MS and BS degrees from Cornell University. Professor Dalrymple has taught at the University of California, Los Angeles, the Georgia Institute of Technology, the University of San Diego, and the University of North Carolina, Greensboro. His research emphasize forecasting and sales force issues. Publications in which his articles have appeared included <i>Journal of Personal Selling &amp; Sales Management, Decision Sciences, Industrial Marketing Management, International Journal of Forecasting, Journal of Business Research, Business Horizons, California Management Review</i>, and <i>Applied Economics</i>. Professor Dalrymple is the author or coauthor of 24 marketing books including <i>Basic Marketing Management</i> (2nd ed.), <i>Sales Management: Concepts and Cases</i> (6th ed.), <i>Cases in Marketing Management, a computerized Sales Management Simulation</i> (4th ed.), and two retailing texts. His books and articles have been translated into Spanish, C Chinese, Japanese, and Hebrew. <p> <b>Leonard J. Parsons</b> is professor of marketing at Georgia Institute of Technology's Dupree College of Management. He received his S.B. degree in chemical engineering from the Massachusetts Institute of Technology and his M.S.I.A. and Ph.D degrees in industrial administration with a specialization in marketing from Purdue University's Krannert School. He has taught at Indiana University and the Claremont Graduate School, and has been a visiting scholar at M.I.T., a Fulbright-Hays Senior Scholar at Katholieke Universiteit Leuven (Belgium), a visiting professor at INSTEAD (France), the Norwegian School of Marketing (Oslo), and U.C.L.A., an Advertising Educational Foundation Visiting Professor at Anheuser-Busch, and an Intercollegiate Center for Management Science Visiting Professor at the Center for Research on the Economic Efficiency of Retailing of the Facult&#233;s Universitaires Catholiques de Mons (Belgium) and at the European Institute for Advanced Studies in Management (Brussels). He has been a member of the European Marketing Academy's Executive Council, a member of the Graduate Management Admission Council's Research and Test (GMAT) Development Committee, chair of the American Statistical Association's Section on Statistics in Marketing, and a member of the Advisory Board of the American Marketing Association's Marketing Research Special Interest Group. He has served as marketing department editor of <i>Management Science</i> and associate editor of <i>Decision Sciences</i>, and has been on the editorial boards of the <i>Journal of Marketing Research,</i> the <i>Journal of Marketing</i>, and the Journal <i>of Business Research</i>. He has coedited special issues of the <i>International Journal of Forecasting</i> and the <i>International Journal of Research un Marketing</i>. He has coauthored or coedited five books, and <i>Market Response Models: Econometric and Time Series Analysis</i>, two programmed learning texts, seven chapters in books, and articles in journals such as the <i>Journal of Marketing Research, Management Science, Operations Research, and Applied Economics</i>. He has received several awards from the American Marketing Association, including the first place award in&#160;its National Research Design Competition, and a grant from the American Association of Advertising Agencies. He is member of Beta Gamma Sigma and Phi Kappa Phi and is listed in <i>Who's Who in America</i>. He is an expert on market &#160;response models, and his main interest is in marketing productivity.

Table of Contents

Preface	iii
About the Authors	vii
The Role of Marketing In Organizations and Society	1	(45)
What Is Marketing?	1	(2)
Who Is the Marketing Manager?	3	(5)
What Does a Marketing Manager Do?	8	(2)
The Marketing Management Process	10	(5)
The Marketing Concept	15	(3)
Marketing and Society	18	(28)
The Case Method	22	(4)
Skyward Aviation: Route Expansion	26	(7)
Loblaws	33	(13)
Marketing Strategy	46	(37)
What Is Marketing Strategy?	46	(7)
What Is Our Mission?	53	(2)
Analyzing Strategic Business Units	55	(3)
Selecting Marketing Strategies	58	(25)
PCS: The Next Generation of Wireless Communications	64	(8)
Drypers Corporation(A)	72	(11)
Customer Analysis	83	(39)
Why Are Customers Important?	83	(1)
Who Are My Customers?	83	(3)
Where Are My Customers?	86	(2)
When Do My Customers Buy?	88	(1)
What Do My Customers Want?	89	(2)
How Do Customers Buy?	91	(11)
How Does My Firm Become Customers Oriented?	102	(20)
Parfum Nineveh	107	(6)
High Museum of Art	113	(9)
Market Segmentation and Product Differentiation	122	(42)
Mass Marketing	122	(3)
Market Segmentation	125	(8)
Product Differentiation	133	(3)
Mass Customization	136	(1)
Must Segmentation and Differentiation Always Go Together?	136	(28)
Calambra Olive Oil(A)	140	(9)
Delta Oil Outlets(B)	149	(15)
Competitive Analysis and Product Positioning	164	(55)
Who Are Your Competitors?	165	(2)
What Are Your Relations With Your Competitors?	167	(4)
How Do You Learn About Your Competitors?	171	(1)
Where Do You Complete?	172	(1)
When Do You Compete?	172	(3)
How Do You Compete?	175	(2)
How Do You Position Your Product?	177	(42)
Royal Automobile Club (A)	183	(7)
Arctic Power	190	(11)
Station KGEN	201	(18)
Product Development and Testing	219	(66)
Why Develop New Products?	219	(3)
Search and Screening	222	(4)
Revenue and Cost Analysis	226	(2)
Development and Testing	228	(7)
Test Marketing	235	(2)
Commercialization	237	(3)
Managing NPD	240	(45)
Capital (A)	244	(18)
GTE Telemessager Service	262	(13)
Timotei (A)	275	(10)
Brand Management	285	(53)
What Is A Brand?	285	(2)
Rand Equity	287	(2)
Brand Strategy	289	(6)
Brand Quality	295	(1)
Brand Warranties and Service	296	(1)
Exploiting the Brand Life Cycle	297	(1)
Brands In Decline	298	(40)
Mcllhenny Company: Japan	306	(13)
Ohmeda Monitoring Systems	319	(13)
Timotei (B)	332	(6)
Services Marketing	338	(37)
Nature of Services	338	(4)
Service Marketing Characteristics	342	(5)
Managing the Service Marketing System	347	(28)
Singapore Airlines	357	(10)
Joe DiMaggio Children's Hospital	367	(8)
Pricing	375	(42)
Finding the Right Price	375	(6)
Choosing A Pricing Be Changed	381	(10)
When Should Prices Be Changed	391	(26)
Baxter (A)	397	(9)
Alias Research, Inc.	406	(7)
Cook, Inc.	413	(4)
Selecting Distribution Channels	417	(42)
Distribution Alternatives	417	(9)
Channel Choice	426	(2)
Managing the Channel	428	(2)
Organizing Distribution	430	(29)
The Coca-Cola Company: Venezuela	435	(12)
Jefferson Pilot Corporation	447	(12)
Personal Selling and Sales Force Management	459	(37)
The Role of Personal Selling	459	(3)
How Many Salespeople?	462	(2)
Organizing the Sales Force	464	(1)
Recruiting and Selecting Salespeople	465	(3)
Motivating and Compensating Salespeople	468	(2)
Designing Efficient Sales Territories	470	(2)
Allocating Sales Effort	472	(1)
Evaluating Sales Performance	473	(23)
Arapohoe Pharmaceutical Company	481	(5)
Practical Parties	486	(6)
York Electronics	492	(4)
Direct Marketing	496	(40)
Targeting	496	(2)
Media Selection	498	(8)
Integrated Direct Marketing	506	(30)
First Direct: Branchless Banking	510	(17)
Nashua Photo	527	(9)
Designing Adverting Programs	536	(39)
The Foundations for Advertising	536	(5)
Advertising Objectives and Goals	541	(2)
The Budget	543	(2)
Message Content	545	(5)
Media Selection	550	(1)
Measuring Advertising Effectiveness	551	(5)
Advertising versus Direct Marketing	556	(19)
Air Miles™ (A)	560	(4)
Pepsi-Cola Spain	564	(7)
Daewoo Motor Company UK (B)	571	(4)
Sales Promotion and Public Relations	575	(48)
Sales Promotion Mix	575	(4)
Types of Promotions	579	(4)
Conflicts Between the Promotional Mix and Marketing Mix	583	(5)
Public Relations	588	(2)
Measuring Campaign Effectiveness	590	(33)
American Express: Membership Rewards Europe	596	(10)
Tesco Supermarkets	606	(10)
Del Monte Foods	616	(7)
International Marketing	623	(36)
Environment of International Marketing	624	(6)
Which Markets To Enter	630	(1)
Market Entry Strategies	630	(5)
Global versus Localized Marketing	635	(24)
GPS One-Hour Service (C)	641	(14)
J. Miller, Inc.	655	(4)
Marketing Planning	659	(40)
Brand Manager as Planner	659	(2)
The Marketing Audit	661	(1)
Building the Marketing Plan	662	(6)
Testing the Marketing Plan	668	(2)
Implementation and Control	670	(29)
Appendix: Sample Marketing Plan for Cook Inc. Endarterectomy Oscillator	677	(3)
Procter & Gamble: Facelle Division Facial Tissue	680	(10)
Timotei (C)	690	(9)
Case Index	699	(2)
Subject Index	701