Marketing : Real People, Real Choices

by Solomon, Michael R.; Marshall, Greg W.; Stuart, Elnora

• ISBN13: 9780131449688
• ISBN10: 0131449680
• Edition: 4th
• Format: Paperback
• Copyright: 2006-01-01
• Publisher: Prentice Hall

Summary

This reader-friendly marketing book conveys timely and relevant material in a dynamic presentation of how marketing concepts are implemented, and what they mean in the marketplace. It introduces marketing from the perspective of real people making real marketing decisions at leading companiesevery day.Learners will come to understand that marketing is aboutcreating valuefor customers, for companies, and for society as a whole-and they will see how that is accomplished in the real world.A five-part organization covers making marketing value decisions,identifying markets and understanding customers'needs for value, creating the value proposition, communicating the value proposition, and delivering the value proposition.For individuals interested in a career in marketing.

Table of Contents

Preface	xxiii
PART I MAKING MARKETING VALUE DECISIONS	2	(96)
Welcome to the World of Marketing: Creating and Delivering Value	3	(30)
Real People, Real Choices: Meet Jeff Taylor, a Decision Maker at Monster.com	3	(1)
Welcome to Brand You	4	(2)
The Who and Where of Marketing	5	(1)
Marketing's Role in the Firm	5	(1)
The Value of Marketing	6	(2)
Marketing Is About Meeting Needs	6	(1)
Marketing Is About Creating Utility	7	(1)
Marketing Is About Exchange Relationships	8	(1)
What Can Be Marketed?	8	(3)
Consumer Goods and Services	9	(1)
Business-to-Business Goods and Services	10	(1)
Not-for-Profit Marketing	10	(1)
Idea, Place, and People Marketing	11	(1)
The Marketing of Value	11	(6)
Value from the Customer's Perspective	12	(1)
Value from the Seller's Perspective	12	(4)
Value from Society's Perspective	16	(1)
Real People, Other Voices: Advice for Monster.com	16	(1)
Marketing as a Process	17	(5)
Marketing Planning	17	(1)
Marketing's Tools: The Marketing Mix	18	(3)
When did Marketing Begin? The Evolution of a Concept	21	(1)
The Production Era	22	(4)
The Selling Era	22	(1)
The Consumer Era	23	(1)
The New Era	23	(2)
Real People, Real Choices: How it Worked Out at Monster.com	25	(1)
Chapter Summary	26	(1)
Key Terms	27	(1)
Chapter Review	28	(2)
Real People, Real Surfers: Exploring the Web	29	(1)
Marketing in Action Case: Real Choices on American Idol	30	(3)
Strategic Planning and the Marketing Environment: The Advantage is Undeniable	33	(30)
Real People, Real Choices: Meet Steve Battista, a Decision Maker at Under Armour, Inc.	33	(1)
Business Planning: Seeing the Big Picture	34	(1)
The Three Levels of Business Planning	35	(2)
Strategic Planning: Driving a Firm's Success	37	(7)
Step 1: Define the Mission	37	(1)
Step 2: Evaluate the Internal and External Environment	38	(1)
Step 3: Set Organizational or SBU Objectives	38	(1)
Step 4: Establish the Business Portfolio	39	(3)
Step 5: Develop Growth Strategies	42	(2)
Real People, Other Voices: Advice for Under Armour	44	(1)
Functional Planning: From Strategic Planning to Marketing Planning	44	(4)
Step 1: Perform a Situation Analysis	45	(1)
Step 2: Set Marketing Objectives	45	(1)
Step 3: Develop Marketing Strategies	45	(2)
Step 4: Implement Marketing Strategies	47	(1)
Step 5: Monitor and Control Marketing Strategies	47	(1)
Operational Planning: Day-to-Day Execution of Marketing Plans	48	(1)
Analyzing the Environment	48	(1)
Internal Environment	49	(1)
External Environment	50	(7)
The Economic Environment	50	(1)
The Competitive Environment	50	(2)
The Technological Environment	52	(1)
The Legal Environment	52	(3)
The Sociocultural Environment	55	(1)
Real People, Real Choices: How It Worked Out at Under Armour	56	(1)
Chapter Summary	57	(1)
Key Terms	58	(1)
Chapter Review	58	(2)
Real People, Real Surfers: Exploring the Web	60	(1)
Marketing in Action Case: Real Choices at McDonald's	60	(3)
Think Globally/Act Locally	63	(35)
Real People, Real Choices: Meet Rick Roth, a Decision Maker at SweatX	63	(2)
Welcome to the New Era of Marketing	65	(1)
Doing it Right: Ethical Behavior in the Marketplace	65	(4)
The High Costs of Unethical Marketplace Behavior	66	(1)
Consumerism: Fighting Back	66	(2)
Ethics in the Marketing Mix	68	(1)
Doing It Right: A Focus on Social Responsibility	69	(3)
Serving the Environment	70	(1)
Serving Society: Cause Marketing	70	(1)
Serving the Community: Promoting Cultural Diversity	71	(1)
Playing on a Global Stage	72	(4)
World Trade	72	(3)
Borders, Roadblocks, and Communities	75	(1)
Economic Communities	76	(1)
The Global Marketing Environment	76	(9)
The Economic Environment	76	(3)
The Political and Legal Environment	79	(2)
The Cultural Environment	81	(2)
Real People, Other Voices: Advice for SweatX	83	(2)
How ``Global'' Should a Global Marketing Strategy Be?	85	(2)
Company-Level Decisions: Choosing a Market Entry Strategy	85	(2)
Product-Level Decisions: Choosing a Marketing Mix Strategy	87	(5)
Standardization Versus Localization	87	(4)
Real People, Real Choices: How it Worked Out at SweatX	91	(1)
Chapter Summary	92	(1)
Key Terms	93	(1)
Chapter Review	94	(2)
Real People, Real Surfers: Exploring the Web	95	(1)
Marketing in Action Case: Real Choices at Wal-Mart	96	(2)
PART II UNDERSTANDING CONSUMERS' VALUE NEEDS	98	(128)
Marketing Information and Research: Analyzing the Business Environment Offline and Online	99	(36)
Real People, Real Choices: Meet Cathy Burrows, A Decision Maker at RBC Centura Bank	99	(1)
Knowledge is Power	100	(1)
The Marketing Information System	101	(4)
Internal Company Data	101	(1)
Marketing Intelligence	102	(1)
Marketing Research	103	(1)
Acquired Databases	104	(1)
Marketing Decision Support Systems	105	(1)
Searching for Gold: Data Mining	106	(1)
Steps in the Marketing Research Process	107	(18)
Step 1: Define the Research Problem	107	(2)
Step 2: Determine the Research Design	109	(6)
Step 3: Choose the Method for Collecting Primary Data	115	(4)
Step 4: Design the Sample	119	(2)
Step 5: Collect the Data	121	(2)
Step 6: Analyze and Interpret the Data	123	(1)
Step 7: Prepare the Research Report	124	(1)
Online Research	125	(4)
Online Tracking	125	(1)
Real People, Other Voices: Advice for RBC Centura Bank	126	(1)
Online Testing, Questionnaires, and Focus Groups	127	(1)
Real People, Real Choices: How It Worked Out at RBC Centura Bank	128	(1)
Chapter Summary	129	(1)
Key Terms	130	(1)
Chapter Review	130	(3)
Real People, Real Surfers: Exploring the Web	132	(1)
Marketing in Action Case: Real Choices at Acxiom	133	(2)
Consumer Behavior: How and Why People Buy	135	(32)
Real People, Real Choices: Meet Daniel Grossman, a Decision Maker at Wild Planet	135	(1)
Decisions, Decisions	136	(1)
Steps in the Consumer Decision Process	137	(7)
Step 1: Problem Recognition	139	(1)
Step 2: Information Search	140	(1)
Step 3: Evaluation of Alternatives	140	(1)
Step 4: Product Choice	141	(1)
Step 5: Postpurchase Evaluation	142	(2)
Internal Influences on Consumer Decisions	144	(7)
Perception	144	(1)
Motivation	145	(1)
Learning	146	(1)
Attitudes	147	(1)
Personality	148	(1)
Age-Group	149	(1)
Lifestyles	150	(1)
Situational Influences on Consumer Decisions	151	(1)
The Physical Environment	151	(1)
Time	152	(1)
Social Influences on Consumer Decisions	152	(6)
Culture	152	(2)
Subcultures	154	(1)
Social Class	154	(1)
Group Memberships	155	(1)
Real People, Across the Hall: Advice for Wild Planet	156	(1)
Real People, Other Voices: Advice for Wild Planet	157	(1)
Opinion Leaders	158	(1)
Sex Roles	158	(1)
Consumer-To-Consumer E-Commerce	158	(3)
Real People, Real Choices: How It Worked Out at Wild Planet	160	(1)
Chapter Summary	161	(1)
Key Terms	162	(1)
Chapter Review	163	(1)
Real People, Real Surfers: Exploring the Web	164	(1)
Marketing in Action Case: Real Choices at Volkswagen	164	(3)
Business-To-Business Markets: How and Why Organizations Buy	167	(28)
Real People, Real Choices: Meet Steve McCracken, a Decision Maker at DuPont	167	(1)
Business Markets: Buying and Selling When Stakes are High	168	(1)
Characteristics that Make a Difference in Business Markets	169	(3)
Multiple Buyers	170	(1)
Number of Customers	170	(1)
Size of Purchases	170	(1)
Geographic Concentration	170	(2)
Business-To-Business Demand	172	(1)
Derived Demand	172	(1)
Inelastic Demand	172	(1)
Fluctuating Demand	173	(1)
Joint Demand	173	(1)
Types of Business-To-Business Markets	173	(3)
Producers	174	(1)
Resellers	174	(1)
Organizations	174	(1)
North American Industry Classification System	175	(1)
The Nature of Business Buying	176	(5)
The Buying Situation	177	(1)
The Professional Buyer	178	(1)
The Buying Center	178	(1)
Real People, Other Voices: Advice for DuPont	179	(2)
The Business Buying Decision Process	181	(4)
Step 1: Problem Recognition	181	(1)
Step 2: Information Search	181	(2)
Step 3: Evaluation of Alternatives	183	(1)
Step 4: Product and Supplier Selection	183	(1)
Step 5: Postpurchase Evaluation	184	(1)
Business-To-Business E-Commerce	185	(4)
Intranets, Extranets, and Private Exchanges	185	(2)
Security Issues	187	(1)
Real People, Real Choices: How It Worked Out at DuPont	188	(1)
Chapter Summary	189	(1)
Key Terms	190	(1)
Chapter Review	190	(2)
Real People, Real Surfers: Exploring the Web	192	(1)
Marketing in Action Case: Real Choices at Airbus	192	(3)
Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management	195	(31)
Real People, Real Choices: Meet Que Gaskins, a Decision Maker at Reebok	195	(2)
Selecting and Entering a Market	197	(1)
Step 1: Segmentation	197	(11)
Ways to Segment Consumer Markets	197	(11)
Segmenting Business-to-Business Markets	208	(1)
Step 2: Targeting	208	(4)
Real People, Other Voices: Advice for Reebok	209	(1)
Evaluating Market Segments	209	(1)
Developing Segment Profiles	210	(1)
Choosing a Targeting Strategy	210	(2)
Step 3: Positioning	212	(3)
Developing a Positioning Strategy	212	(1)
Bringing a Product to Life: The Brand Personality	213	(2)
Customer Relationship Management: Toward a Segment of One	215	(7)
CRM: A New Perspective on an Old Problem	217	(2)
Characteristics of CRM	219	(1)
Real People, Real Choices: How it Worked Out at Reebok	220	(2)
Chapter Summary	222	(1)
Key Terms	223	(1)
Chapter Review	223	(2)
Real People, Real Surfers: Exploring the Web	224	(1)
Marketing in Action Case: Real Choices at JetBlue	225	(1)
PART III CREATING THE VALUE PROPOSITION	226	(135)
Creating the Product	227	(34)
Real People, Real Choices: Meet Eleni Rossides, a Decision Maker at Black & Decker	227	(1)
Build a Better Mousetrap	228	(2)
Layers of the Product Concept	230	(2)
The Core Product	230	(2)
The Actual Product	232	(1)
The Augmented Product	232	(1)
Classifying Products	232	(5)
Consumer Product Classes Defined by How Long a Product Lasts	234	(1)
Consumer Product Classes Defined by How Consumers Buy the Product	234	(3)
It's ``New and Improved!'' Understanding Innovations	237	(4)
The Importance of Understanding Innovations	238	(1)
Types of Innovations	238	(3)
Developing New Products	241	(6)
Phase 1: Idea Generation	242	(1)
Phase 2: Product Concept Development and Screening	242	(1)
Phase 3: Marketing Strategy Development	243	(1)
Phase 4: Business Analysis	243	(1)
Real People, Other Voices: Advice for Black & Decker	244	(1)
Phase 5: Technical Development	244	(2)
Phase 6: Test Marketing	246	(1)
Phase 7: Commercialization	246	(1)
Adoption and Diffusion Process	247	(8)
Stages in a Customer's Adoption of a New Product	248	(3)
The Diffusion of Innovations	251	(2)
Organizational Differences Affect Adoption	253	(1)
Real People, Real Choices: How It Worked Out at Black & Decker	254	(1)
Chapter Summary	255	(1)
Key Terms	256	(1)
Chapter Review	257	(1)
Real People, Real Surfers: Exploring the Web	258	(1)
Marketing in Action Case: Real Choices at VOSS Water	258	(3)
Managing the Product	261	(32)
Real People, Real Choices: Meet Mario A. Polit, a Decision Maker at Nissan North America, Inc.	261	(1)
Product Planning: Taking the Next Step	262	(1)
Using Product Objectives to Decide on a Product Strategy	263	(9)
Objectives and Strategies for Individual Products	264	(1)
Objectives and Strategies for Multiple Products	265	(3)
Quality as a Product Objective	268	(4)
Marketing Throughout the Product Life Cycle	272	(3)
The Introduction Stage	272	(2)
The Growth Stage	274	(1)
The Maturity Stage	274	(1)
The Decline Stage	274	(1)
Real People, Other Voices: Advice for Nissan North America, Inc.	275	(1)
Creating Product Identity: Branding Decisions	275	(7)
What's in a Name (or a Symbol)?	276	(1)
The Importance of Branding	277	(2)
Branding Strategies	279	(3)
Creating Product Identity: Packaging and Labeling Decisions	282	(2)
Packaging Functions	282	(1)
Designing Effective Packaging	282	(2)
Labeling Regulations	284	(1)
Organizing for Effective Product Management	284	(3)
Management of Existing Products	284	(1)
Organizing for New-Product Development	285	(1)
Real People, Real Choices: How it Worked Out at Nissan North America, Inc.	286	(1)
Chapter Summary	287	(1)
Key Terms	288	(1)
Chapter Review	288	(2)
Real People, Real Surfers: Exploring the Web	290	(1)
Marketing in Action Case: Real Choices at Samsung	290	(3)
Services and Other Intangibles: Marketing the Product That Isn't There	293	(30)
Real People, Real Choices: Meet Robyn Eichenholz, a Decision Maker at One of Universal's Theme Parks in Orlando	293	(1)
Marketing What Isn't There	294	(1)
Does Marketing Work for Intangibles?	295	(1)
What is a Service?	296	(10)
Characteristics of Services	297	(3)
Classification of Services	300	(1)
The Goods/Services Continuum	300	(2)
Core and Augmented Services	302	(1)
Services on the Internet	303	(2)
The Service Encounter	305	(1)
Providing Quality Service	306	(3)
Dimensions of Service Quality	307	(1)
Measuring Service Quality	308	(1)
Strategies for Developing and Managing Services	309	(1)
The Future of Services	310	(2)
Real People, Other Voices: Advice for One of Universal's Theme Parks in Orlando	311	(1)
Marketing People, Places, and Ideas	312	(5)
Marketing People	312	(2)
Marketing Places	314	(1)
Marketing Ideas	315	(1)
Real People, Real Choices: How It Worked Out at One of Universal's Theme Parks in Orlando	315	(2)
Chapter Summary	317	(1)
Key Terms	317	(1)
Chapter Review	318	(1)
Real People, Real Surfers: Exploring the Web	319	(1)
Marketing in Action Case: Real Choices at XM Satellite Radio	319	(4)
Pricing the Product	323	(38)
Real People, Real Choices: Meet Danielle Blugrind, a Decision Maker at Taco Bell	323	(1)
``Yes, But What Does it Cost?''	324	(1)
Monetary and Nonmonetary Prices	325	(1)
Developing Pricing Objectives	325	(3)
Sales or Market Share Objectives	326	(1)
Profit Objectives	326	(1)
Competitive Effect Objectives	326	(1)
Customer Satisfaction Objectives	327	(1)
Image Enhancement Objectives	327	(1)
Estimating Demand: How Demand Influences Pricing	328	(5)
Demand Curves	328	(2)
The Price Elasticity of Demand	330	(3)
Determining Costs	333	(5)
Types of Costs	333	(2)
Break-Even Analysis	335	(2)
Marginal Analysis	337	(1)
Evaluating the Pricing Environment	338	(1)
The Economy	338	(1)
The Competition	338	(1)
Consumer Trends	339	(1)
Choosing a Price Strategy	339	(6)
Pricing Strategies Based on Cost	340	(1)
Pricing Strategies Based on Demand	341	(2)
Pricing Strategies Based on the Competition	343	(1)
Pricing Strategies Based on Customers' Needs	343	(1)
New-Product Pricing	344	(1)
Developing Pricing Tactics	345	(3)
Pricing for Individual Products	345	(1)
Pricing for Multiple Products	345	(1)
Distribution-Based Pricing	346	(1)
Discounting for Members of the Channel	347	(1)
Pricing With Electronic Commerce	348	(1)
Dynamic Pricing Strategies	348	(1)
Auctions	348	(1)
Pricing Advantages for Online Shoppers	349	(1)
Psychological Issues in Pricing	349	(3)
Buyers' Pricing Expectation	349	(1)
Psychological Pricing Strategies	350	(1)
Real People, Other Voices: Advice for Taco Bell	351	(1)
Legal and Ethical Considerations in Pricing	352	(3)
Deceptive Pricing Practices	352	(1)
Unfair Sales Acts	352	(1)
Illegal Business-to-Business Price Discrimination	353	(1)
Price Fixing	353	(1)
Predatory Pricing	353	(1)
Real People, Real Choices: How It Worked Out at Taco Bell	354	(1)
Chapter Summary	355	(1)
Key Terms	356	(1)
Chapter Review	356	(2)
Real People, Real Surfers: Exploring the Web	358	(1)
Marketing in Action Case: Real Choices at the New York Mets	358	(3)
PART IV COMMUNICATING THE VALUE PROPOSITION	361	(93)
Connecting with the Customer: Integrated Marketing Communications and Interactive Marketing	361	(32)
Real People, Real Choices: Meet Matt Ferguson, a Decision Maker at PriceMcNabb, Inc.	361	(1)
Tailoring Marketing Communications to Customers	362	(2)
The Communications Model	364	(3)
Encoding by the Source (the Marketer)	364	(1)
The Message	365	(1)
The Medium	365	(1)
Decoding by the Receiver	365	(1)
Noise	366	(1)
Feedback	366	(1)
Marketing Communication Strategy and the Promotion Mix	367	(5)
Personal Appeals	368	(1)
Real People, Other Voices: Advice for Price McNabb, Inc.	369	(1)
Mass Appeals	369	(1)
New Appeals	370	(2)
Integrated Marketing Communications	372	(3)
Characteristics of IMC	372	(3)
Developing the IMC Plan	375	(6)
Step 1: Identify the Target Audiences	375	(1)
Step 2: Establish the Communications Objectives	375	(2)
Step 3: Determine and Allocate the Marketing Communication Budget	377	(3)
Step 4: Design the Promotion Mix	380	(1)
Step 5: Evaluate the Effectiveness of the Communications Program	381	(1)
Interactive Marketing	381	(6)
Customizing the Message	382	(1)
Levels of Interactive Response	383	(1)
Database Marketing	384	(2)
Real People, Real Choices: How It Worked Out at PriceMcNabb	386	(1)
Chapter Summary	387	(2)
Key Terms	389	(1)
Chapter Review	389	(2)
Real People, Real Surfers: Exploring the Web	390	(1)
Marketing in Action Case: Real Choices at Apple Computer, Inc.	391	(2)
Advertising and Public Relations	393	(34)
Real People, Real Choices: Meet Jerry Epstein, a Decision Maker at the Zeno Group	393	(1)
Advertising: The Image of Marketing	394	(1)
It's An Ad Ad Ad Ad World	395	(2)
Types of Advertising	395	(1)
Who Creates Advertising?	396	(1)
Developing the Advertising Campaign	397	(11)
Step 1: Identify the Target Audiences	398	(1)
Step 2: Establish Message and Budget Objectives	398	(1)
Step 3: Design the Ads	399	(2)
Step 4: Pretest What the Ads Will Say	401	(1)
Step 5: Choose the Media and Media Schedule	401	(7)
Step 6: Evaluate the Advertising	408	(1)
Public Relations	408	(7)
Objectives of Public Relations	410	(1)
Planning a Public Relations Campaign	411	(1)
Public Relations Activities	411	(4)
Real People, Other Voices: Advice for the Zeno Group	415	(1)
Direct Marketing	415	(3)
Mail Order	415	(1)
Telemarketing	416	(1)
Direct-Response Advertising	417	(1)
M-Commerce	418	(3)
Real People, Real Choices: How It Worked Out at the Zeno Group	419	(2)
Chapter Summary	421	(1)
Key Terms	422	(1)
Chapter Review	422	(2)
Real People, Real Surfers: Exploring the Web	423	(1)
Marketing in Action Case: Real Choices at Premier Retail Networks	424	(3)
Sales Promotion, Personal Selling, and Sales Management	427	(27)
Real People, Real Choices: Meet Esther Ferre, a Decision Maker at IBM	427	(1)
Advertising is not the Only Game in Town!	428	(1)
Sales Promotion	429	(6)
Sales Promotion Directed Toward the Trade	429	(2)
Sales Promotion Directed Toward Consumers	431	(4)
Personal Selling	435	(9)
The Role of Personal Selling	436	(2)
Technology and Personal Selling	438	(1)
Types of Sales Jobs	438	(1)
Approaches to Personal Selling	439	(1)
The Selling Process	439	(5)
Sales Management	444	(6)
Setting Sales Force Objectives	444	(1)
Creating a Sales Force Strategy	444	(1)
Recruiting, Training, and Rewarding the Sales Force	445	(1)
Real People, Other Voices: Advice for IBM	446	(1)
Evaluating the Sales Force	447	(1)
Real People Across the Hall: Advice for IBM	448	(1)
Real People, Real Choices: How It Worked Out at IBM	449	(1)
Chapter Summary	450	(1)
Key Terms	450	(1)
Chapter Review	451	(1)
Real People, Real Surfers: Exploring the Web	452	(1)
Marketing in Action Case: Real Choices at Amazon.com	452	(2)
PART V DELIVERING THE VALUE PROPOSITION	454	(73)
Creating Value Through Supply Chain Management: Channels of Distribution, Logistics, and Wholesaling	455	(36)
Real People, Real Choices: Meet Mackey McDonald, a Decision Maker at VF Corporation	455	(1)
Place: The Final Frontier	456	(1)
The Value Chain	457	(1)
Links in the Supply Chain	458	(2)
The Importance of Distribution: You Can't Sell What Isn't There!	460	(3)
Functions of Distribution Channels	460	(2)
The Internet in the Distribution Channel	462	(1)
The Composition of Channels: Types of Wholesaling Intermediaries	463	(5)
Real People, Other Voices: Advice for VF Corporation	464	(1)
Independent Intermediaries	464	(3)
Manufacturer-Owned Intermediaries	467	(1)
Types of Distribution Channels	468	(4)
Consumer Channels	468	(2)
Business-to-Business Channels	470	(1)
Distribution Channels for Services	471	(1)
Dual Distribution Systems	471	(1)
Hybrid Marketing Systems	471	(1)
Planning a Channel Strategy	472	(8)
Step 1: Develop Distribution Objectives	473	(1)
Step 2: Evaluate Internal and External Environmental Influences	473	(1)
Step 3: Choose a Distribution Strategy	474	(3)
Step 4: Develop Distribution Tactics	477	(3)
Distribution Channels and the Marketing Mix	480	(1)
Logistics: Implementing the Supply Chain	480	(5)
The Lowdown on Logistics	480	(1)
Logistics Functions	481	(3)
Real People, Real Choices: How It Worked Out at VF Corporation	484	(1)
Chapter Summary	485	(1)
Key Terms	486	(1)
Chapter Review	486	(2)
Real People, Real Surfers: Exploring the Web	487	(1)
Marketing in Action Case: Real Choices at Ben & Jerry's	488	(3)
Retailing: Bricks and Clicks	491	(36)
Real People, Real Choices: Meet Subha Ramesh, a Decision Maker at LimitedBrands	491	(1)
Retailing: Special Delivery	492	(1)
Retailing: A Mixed (Shopping) Bag	492	(6)
The Evolution of Retailing	493	(2)
The Evolution Continues: What's ``In Store'' for the Future?	495	(3)
From Mom-and-Pop to Super Wal-Mart: Classifying Retail Stores	498	(5)
Classifying Retailers by What They Sell	498	(1)
Classifying Retailers by Level of Service	498	(1)
Classifying Retailers by Merchandise Selection	499	(4)
Nonstore Retailing	503	(10)
Direct Selling	503	(1)
Automatic Vending	504	(1)
B2C E-Commerce	505	(2)
Benefits of B2C E-Commerce	507	(2)
Limitations of B2C E-Commerce	509	(2)
Real People, Other Voices: Advice for LimitedBrands	511	(1)
Real People Across the Hall: Advice for LimitedBrands	512	(1)
B2C's Effect on the Future of Retailing	513	(1)
Developing a Store Positioning Strategy: Retailing as Theater	513	(8)
Store Image	514	(3)
Building the Theater: Store Location	517	(3)
Real People, Real Choices: How It Worked Out at LimitedBrands	520	(1)
Chapter Summary	521	(1)
Key Terms	522	(1)
Chapter Review	522	(2)
Real People, Real Surfers: Exploring the Web	524	(1)
Marketing in Action Case: Real Choices at IKEA	524	(3)
Appendix A Under Armour in Action: Implementing a Marketing Plan	527	(4)
Appendix B Sample Marketing Plan: The S&S Smoothie Company	531	(10)
Appendix C Marketing Math	541	(10)
Notes	551	(12)
Glossary	563	(13)
Credits	576	(3)
Index	579