Marketing : Real People and Real Choices

by Solomon, Michael R.

• ISBN13: 9780130213044
• ISBN10: 0130213047
• Edition: 2nd
• Format: Hardcover
• Copyright: 2000-01-01
• Publisher: PRENTICE HALL

Summary

No other book brings students closer to doing real marketing. Students experience real marketing three key ways in the text: through Real People/Real Choices segments, entrepreneurial-focused Spotlight boxes, and end-of-part cases based on a real start-up company. The extensive supplement package, including the Living Laboratory website, reinforces the experiential thrust of the text.

Table of Contents

Preface	xx
Part I Making Marketing Decisions	1	(120)
Welcome to the World of Marketing	1	(26)
Strategic Planning: Making Choices in a Dynamic Environment	27	(29)
Decision Making in the New Era of Marketing: Enriching the Marketing Environment	56	(28)
Think Globally and Act Locally: Marketing in a Multinational Environment	84	(37)
Part II Understanding and Identifying Markets	121	(108)
Marketing Information and Research: Analyzing the Business Environment	121	(25)
Why People Buy: Consumer Behavior	146	(27)
Why Organizations Buy: Business-to-Business Markets	173	(27)
Sharpening the Focus: Target Marketing Strategies	200	(29)
Part III Creating and Managing a Product: Goods and Services	229	(88)
Creating the Product	229	(30)
Managing the Product	259	(26)
Broadening the Product Focus: Marketing Intangibles and Services	285	(32)
Part IV Assigning Value to the Product	317	(62)
Pricing the Product	317	(31)
Pricing Methods	348	(31)
Part V Delivering the Product	379	(64)
Channel Management, Wholesaling, and Physical Distribution: Delivering the Product	379	(29)
Retailing and Electronic Commerce	408	(35)
Part VI Communicating About the Product	443	(82)
The Promotion Superhighway	443	(28)
Advertising	471	(25)
Sales Promotion, Public Relations, and Personal Selling	496	(29)
Appendix A Sample Marketing Plan	525	(8)
Appendix B Marketing Math	533	(7)
Notes	540	(11)
Glossary	551	(14)
Credits	565	(2)
Company/Name Index	567	(4)
Subject Index	571