Marketing : Real People, Real Choices

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

• ISBN13: 9780132299206
• ISBN10: 0132299208
• Edition: 5th
• Format: Paperback
• Copyright: 2009-01-01
• Publisher: Prentice Hall

Summary

Meet Joe... (in Chapter 13). Director of public relations for BzzAgent, Inc., a word-of-mouth marketing and media firm based in Boston. First job out of school Victim/Witness Advocate for the Massachusetts Parole Board. What I do when I'm not working Ski with my wife; play fantasy sports; struggle to train an incorrigible cat. Don't do this when Interviewing with me Don't say "like" or "ya know." In this book, you will meet a lot of different people-because after all, marketing is about real people who make... cMeet Qode... (in Chapter 2). Qode leverages mobile platforms and allows marketers to deliver the best content to the right person at the right time-with just a cell phone and a bar code. Although widely popular in Asia, Qode is just breaking onto the scene in the United States. All it needs is a well-executed marketing strategy, and it will soon be in the hands of consumers across the nation. From companies like Qode breaking into new markets, to M entrepreneurial ventures like BzzAgent just getting started, to giants like Reebok taking their marketing to the next level to stay on top... it is real choices made by real people that A pave the way. Book jacket.

Table of Contents

Preface	p. xxiii
Making Marketing Value Decisions	p. 3
Welcome to the World of Marketing: Creating and Delivering Value	p. 3
Real people, real choices: Meet Bill Bieberbach, a Decision Maker at Ron Jon Surf Shop Inc.	p. 3
Welcome to a Branded World	p. 5
Welcome to Brand You	p. 5
The Who and Where of Marketing	p. 6
Marketing's Role in the Firm: Working Cross-Functionally	p. 7
Where Do You Fit In? Careers in Marketing	p. 7
The Value of Marketing	p. 9
Marketing Is About Meeting Needs	p. 9
Marketing Is About Creating Utility	p. 10
Marketing Is About Exchange Relationships	p. 11
When Did Marketing Begin? The Evolution of a Concept	p. 12
The Production Era	p. 13
The Selling Era	p. 13
The Consumer Era	p. 14
The New Era: Make Money and Act Ethically	p. 14
Measuring value: Marketing Metrics	p. 16
Measuring Value	p. 16
What can be Marketed?	p. 16
Consumer Goods and Services	p. 17
Business-to-Business Goods and Services	p. 17
Not-for-Profit Marketing	p. 18
Idea, Place, and People Marketing	p. 18
The Marketing of Value	p. 19
Value from the Customer's Perspective	p. 19
Value from the Seller's Perspective	p. 20
Value from Society's Perspective	p. 24
The Dark Side of Marketing	p. 25
Marketing as a Process	p. 26
Marketing Planning	p. 26
Real people, other voices: Advice for Ron Jon Surf Shop Inc.	p. 27
Marketing's Tools: The Marketing Mix	p. 28
Real people, real choices: How It Worked Out at Ron Jon Surf Shop	p. 30
Chapter Summary	p. 31
Key Terms	p. 32
Chapter Review	p. 32
Real people, real surfers: exploring the web	p. 34
Marketing Plan Exercise	p. 34
Marketing in Action Case: Real Choices at Virgin Galactic	p. 34
Strategic Market Planning: Capturing the Big Picture	p. 37
Real people, real choices: Meet Rick Szatkowski, a Decision Maker at NeoMedia Technologies	p. 37
Business Planning: Composing the Big Picture	p. 40
The Three Levels of Business Planning	p. 41
Strategic Planning: Framing the Picture	p. 42
Define the Mission	p. 42
Evaluate the Internal and External Environment	p. 43
Set Organizational or SBU Objectives	p. 45
Establish the Business Portfolio	p. 46
Develop Growth Strategies	p. 48
Measuring value: Marketing Metrics	p. 48
Real people, other voices: Advice for Qode	p. 50
Marketing Planning: Selecting the Camera Setting	p. 51
Perform a Situation Analysis	p. 51
Set Marketing Objectives	p. 51
Develop Marketing Strategies	p. 52
Implement and Control the Marketing Plan	p. 54
Creating and Working with a Marketing Plan: Snapping the Picture	p. 56
Make Your Life Easier!: Use the Marketing Planning Template	p. 57
Operational Planning: Day-to-Day Execution of Marketing Plans	p. 57
The Value of a Marketing Culture	p. 57
Real people, real choices: How it Worked Out at Qode	p. 58
Chapter Summary	p. 60
Key Terms	p. 60
Chapter Review	p. 61
Real people, real surfers: exploring the web	p. 62
Marketing Plan Exercise	p. 62
Marketing in Action Case: Real Choices at NeoMedia Technologies	p. 63
Thriving in the Marketing Environment: The World Is Flat	p. 65
Real people, real choices: Meet Rick Goings, a Decision Maker at Tupperware Brands Corporation	p. 65
Welcome to the New Era of Marketing	p. 67
Doing Good: Ethical Behavior in the Marketplace	p. 68
Business Ethics	p. 68
Consumerism: People Fighting Back	p. 69
Ethics in the Marketing Mix	p. 71
Doing it Right: Promoting Social Responsibility	p. 72
Serving the Environment	p. 73
Serving Society: Cause Marketing	p. 74
Serving the Community; Promoting Cultural Diversity	p. 74
Playing on an International Stage: The Complicated World of Global Marketing	p. 75
World Trade	p. 75
Making the Decision to Go Global	p. 76
Road Blocks at the Borders	p. 77
The Global Marketing Environment	p. 80
The Economic Environment	p. 80
The Competitive Environment	p. 82
The Technological Environment	p. 84
The Political and Legal Environment	p. 84
The Sociocultural Environment	p. 87
Real people, real choices: Advice for Tupperware Corporation	p. 89
Is the World Flat or Not? How "Global" Should a Global Marketing Strategy Be?	p. 91
Company-Level Decisions: Choosing a Market-Entry Strategy	p. 91
Born-Global Firms	p. 93
Product-Level Decisions: Choosing a Marketing Mix Strategy	p. 94
Standardization versus Localization	p. 94
Real people, real choices: How it Worked Out at Tupperware	p. 97
Chapter Summary	p. 98
Key Terms	p. 99
Chapter Review	p. 100
Real people, real choices: exploring the web	p. 102
Marketing Plan Exercise	p. 102
Marketing in Action Case: Real Choices at New Balance	p. 102
Understanding Consumers' Value Need	p. 105
Marketing Research: Gathering, Analyzing, and Using Information	p. 105
Real people, real choices: Meet Cindy Tungate, a Decision Maker at Plan-it Marketing	p. 105
Knowledge is Power	p. 107
The Marketing Information System	p. 107
Marketing Decision Support Systems	p. 111
Measuring value: Marketing Metrics	p. 111
Searching for Gold: Data Mining	p. 112
What Marketers Can Do with Data Mining	p. 112
Steps in the Marketing Research Process	p. 113
Define the Research Problem	p. 113
Determine the Research Design	p. 115
Choose the Method for Collecting Primary Data	p. 120
Real people, other voices: Advice for Plan-it Marketing	p. 122
Design the Sample	p. 128
Collect the Data	p. 129
Analyze and Interpret the Data	p. 130
Prepare the Research Report	p. 130
Real people, real choices: How it Worked Out at Plan-it Marketing	p. 131
Chapter Summary	p. 133
Key Terms	p. 133
Chapter Review	p. 134
Real people, real surfers: exploring the web	p. 135
Marketing Plan Exercise	p. 136
Marketing in Action Case: Real Choices at Acxiom	p. 136
Consumer Behavior: How and Why People Buy	p. 139
Real people, real choices: Meet Danny Grossman, a Decision Maker at Wild Planet	p. 139
Decisions, Decisions	p. 141
Steps in the Consumer Decision-Making Process	p. 141
Extended Problem Solving versus Habitual Decision Making	p. 141
Problem Recognition	p. 143
Information Search	p. 144
Evaluation of Alternatives	p. 145
Product Choice	p. 145
Measuring value: Marketing Metrics	p. 145
Postpurchase Evaluation	p. 146
Internal Influences on Consumers' Decisions	p. 147
Perception	p. 147
Motivation	p. 149
Learning	p. 150
Attitudes	p. 151
Personality	p. 152
Age Group	p. 153
The Family Life Cycle	p. 154
Lifestyle	p. 154
Situational Influences on Consumers' Decisions	p. 155
The Physical Environment	p. 156
Time	p. 157
Social Influences on Consumers' Decisions	p. 157
Culture	p. 157
Subculture	p. 159
Social Class	p. 159
Group Membership	p. 160
Real people, other voices: Advice for wild Planet	p. 161
Opinion Leaders	p. 162
Gender Roles	p. 162
Consumer-to-Consumer E-Commerce	p. 163
Blogs	p. 164
Real people, real choices: How it worked Out at Wild Planet	p. 165
Chapter Summary	p. 166
Key Terms	p. 167
Chapter Review	p. 167
Real people, real surfers: exploring the web	p. 169
Marketing Plan Exercise	p. 169
Marketing in Action Case: Real Choices at Facebook.com	p. 170
Business-to-Business Markets: How and Why Organizations Buy	p. 173
Real people, real choices: Meet Vicki Holt, a Decision Maker at PPG Industries	p. 173
Business Markets: Buying and Selling When Stakes are High	p. 175
Characteristics That Make a Difference in Business Markets	p. 176
Multiple Buyers	p. 177
Number of Customers	p. 177
Size of Purchases	p. 177
Geographic Concentration	p. 177
Business-to-Business Demand	p. 178
Derived Demand	p. 178
Inelastic Demand	p. 178
Fluctuating Demand	p. 179
Joint Demand	p. 179
Types of Business-to-Business Markets	p. 179
Producers	p. 180
Resellers	p. 180
Organizations	p. 180
North American Industry Classification System	p. 181
The Nature of Business Buying	p. 182
The Buying Situation	p. 182
The Professional Buyer	p. 184
The Buying Center	p. 184
Real people, other voices: Advice for PPG Industries	p. 185
The Business Buying Decision Process	p. 186
Business-to-Business E-Commerce	p. 190
Intranets, Extranets, and Private Exchanges	p. 191
Security Threats	p. 192
Real people, real choices: How It Worked Out at PPG Industries	p. 193
Chapter Summary	p. 194
Key Terms	p. 194
Chapter Review	p. 195
Real people, real surfers: exploring the web	p. 197
Marketing Plan Exercise	p. 197
Marketing in Action Case: Real Choices at Airbus	p. 198
Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management	p. 201
Real people, real choices: Meet Que Gaskins, a Decision Maker at Reebok	p. 201
Target Marketing Strategy: Selecting and Entering a Market	p. 203
Segmentation	p. 203
Segmenting Consumer Markets	p. 204
Segmenting Business-to-Business Markets	p. 216
Targeting	p. 216
Evaluating Market Segments	p. 216
Real people, other voices: Advice for Reebok	p. 217
Developing Segment Profiles	p. 218
Choosing a Targeting Strategy	p. 218
Positioning	p. 220
Developing a Positioning Strategy	p. 220
Bringing a Product to Life: The Brand Personality	p. 222
Customer Relationship Management: Toward a Segment of One	p. 224
Four Steps in One-to-One Marketing	p. 224
CRM: A New Perspective on an Old Problem	p. 224
Characteristics of CRM	p. 226
Real people, real choices: How it Worked Out at Reebok	p. 228
Chapter Summary	p. 229
Key Terms	p. 229
Chapter Review	p. 230
Real people, real surfers: exploring the web	p. 231
Marketing Plan Exercise	p. 232
Marketing in Action Case: Real Choices at Oracle	p. 232
Creating the Value Preposition	p. 235
Creating the Product	p. 235
Real people, real choices: Meet Eleni Rossides, a Decision Maker at Black & Decker	p. 235
Build a Better Mousetrap: The Value Proposition	p. 237
Layers of the Product Concept	p. 238
The Core Product	p. 238
The Actual Product	p. 239
The Augmented Product	p. 239
Classifying Products	p. 241
Classifying Goods: How Long Does the Product Last?	p. 242
Classifying Goods: How Do Consumers Buy the Product? 242 Business-to-Business Products	p. 244
"New and Improved!": The Process of Innovation	p. 245
It's Important to Understand How Innovations Work	p. 246 Types of
Developing New Products	p. 249
Idea Generation	p. 250
Product Concept Development and Screening	p. 251
Marketing Strategy Development	p. 253
Business Analysis	p. 253
Real people, other voices: Advice for Black & Decker	p. 254
Technical Development	p. 254
Test Marketing	p. 255
Commercialization	p. 256
Adoption and Diffusion of New Products	p. 256
Stages in Consumer Adoption of a New Product	p. 257
The Diffusion of Innovations	p. 260
How Organizational Differences Affect Adoption	p. 263
Real people, real choices: How It Worked Out at Black & Decker	p. 264
Chapter Summary	p. 266
Key Terms	p. 266
Chapter Review	p. 267
Real people, real surfers: exploring the web	p. 268
Marketing Plan Exercise	p. 268
Marketing in Action Case: Real Choices at Kodak	p. 269
Managing the Product	p. 271
Real people, real choices: Meet Angela Daros, a Decision Maker at Grendha Shoes Corporation	p. 271
Product Planning: Taking the Next Step	p. 273
Using Product Objectives to Decide on a Product Strategy	p. 273
Objectives and Strategies for Individual Products	p. 274
Objectives and Strategies for Multiple Products	p. 275
Quality as a Product Objective	p. 278
Marketing Throughout the Product Life Cycle	p. 281
The Introduction Stage	p. 282
The Growth Stage	p. 282
The Maturity Stage	p. 283
The Decline Stage	p. 284
Real people, other voices: Advice for Grendha Shoes	p. 285
Creating Product Identity: Branding Decisions	p. 286
What's in a Name (or a Symbol)?	p. 286
The Importance of Branding	p. 287
Branding Strategies	p. 290
Measuring value: Marketing Metrics	p. 291
Creating Product Identity: Packaging and Labeling Decisions	p. 293
Packaging Functions	p. 293
Designing Effective Packaging	p. 294
Labeling Regulations	p. 295
Organizing for Effective Product Management	p. 295
Management of Existing Products	p. 295
Organizing for New-Product Development	p. 296
Real people, real choices: How It Worked Out at Grendha Shoes	p. 297
Chapter Summary	p. 298
Key Terms	p. 299
Chapter Review	p. 299
Real people, real surfers: exploring the web	p. 301
Marketing Plan Exercise	p. 301
Marketing in Action Case: Real Choices at Sony	p. 302
Services and Other Intangibles: Marketing the Product That Isn't There	p. 305
Real people, real choices: Meet Robyn Eichenholz, a Decision Maker at Universal Orlando	p. 305
Marketing What Isn't There	p. 307
Does Marketing Work for Intangibles?	p. 307
What Is a Service?	p. 309
Characteristics of Services	p. 309
Classifying Services	p. 312
Measuring value: Marketing Metrics	p. 312
Core and Augmented Services	p. 315
Services on the Internet	p. 316
Measuring value: Marketing Metrics	p. 316
The Service Encounter	p. 317
Providing Quality Service	p. 319
Service Quality Attributes	p. 319
Measuring Service Quality	p. 320
Strategic Issues in Service Quality	p. 322
Measuring value: Marketing Metrics	p. 322
The Future of Services	p. 323
Real people, other voices: Advice for Universal Orlando	p. 324
Marketing People, Places, and Ideas	p. 325
Marketing People	p. 325
Marketing Places	p. 327
Marketing Ideas	p. 327
Real people, real choices: How it Worked Out at Universal Orlando	p. 328
Chapter Summary	p. 329
Key Terms	p. 330
Chapter Review	p. 330
Real people, real surfers: exploring the web	p. 331
Marketing Plan Exercise	p. 332
Marketing in Action Case: Real Choices at XM Satellite Radio	p. 332
Pricing the Product	p. 335
Real people, real choices: Meet Danielle Blugrind, a Decision Maker at Taco Bell	p. 335
"Yes, But What Does It Cost?"	p. 337
Develop Pricing Objectives	p. 338
Sales or Market Share Objectives	p. 338
Profit Objectives	p. 339
Competitive Effect Objectives	p. 339
Customer Satisfaction Objectives	p. 340
Image Enhancement Objectives	p. 340
Estimate Demand	p. 340
Demand Curves	p. 340
Price Elasticity of Demand	p. 343
Determine Costs	p. 345
Types of Costs	p. 345
Break-Even Analysis	p. 347
Marginal Analysis	p. 348
Evaluate the Pricing Environment	p. 349
The Economy	p. 350
The Competition	p. 350
Consumer Trends	p. 351
Choose a Pricing Strategy	p. 351
Pricing Strategies Based on Cost	p. 351
Pricing Strategies Based on Demand	p. 352
Pricing Strategies Based on the Competition	p. 354
Pricing Strategies Based on Customers' Needs	p. 354
New-Product Pricing	p. 355
Develop Pricing Tactics	p. 356
Pricing for Individual Products	p. 356
Pricing for Multiple Products	p. 356
Distribution-Based Pricing	p. 357
Discounting for Channel Members	p. 357
Pricing and Electronic Commerce	p. 358
Dynamic Pricing Strategies	p. 359
Auctions	p. 359
Pricing Advantages for Online Shoppers	p. 359
Psychological Issues in Pricing	p. 360
Buyers' Pricing Expectations	p. 360
Psychological Pricing Strategies	p. 361
Real people, other voices: Advice for Taco Bell	p. 362
Legal and Ethical Considerations in Pricing	p. 363
Deceptive Pricing Practices	p. 363
Unfair Sales Acts	p. 363
Illegal Business-to-Business Price Discrimination	p. 364
Price-Fixing	p. 364
Predatory Pricing	p. 364
Real people, real choices: How It Worked Out at Taco Bell	p. 365
Chapter Summary	p. 366
Key Terms	p. 367
Chapter Review	p. 367
Real people, real surfers: exploring the web	p. 369
Marketing Plan Exercise	p. 369
Marketing in Action Case: Real Choices at True Religion Jeans	p. 370
Communicating the Value Proposition	p. 373
Catching the Buzz: Promotional Strategy and Integrated Marketing Communication	p. 373
Real people, real choices: Meet Vince O'Brien, a Decision Maker at General Motors R*Works	p. 373
Tailoring Marketing Communication to Customers	p. 375
The Communication Model	p. 377
Encoding by the Source (the Marketer)	p. 377
The Message	p. 378
The Medium	p. 378
Decoding by the Receiver	p. 379
Noise	p. 379
Feedback	p. 379
Marketing Communication Strategy and the Promotion Mix	p. 380
Mass Appeals	p. 380
Personal Appeals	p. 381
Buzz Appeals	p. 383
Real people, other voices: Advice for General Motors R*works	p. 383
Integrated Marketing Communication	p. 387
Measuring value: Marketing Metrics	p. 387
Characteristics of IMC	p. 388
IMC and Database Marketing	p. 390
Developing the IMC Plan	p. 391
Identify the Target Audiences	p. 391
Establish the Communication Objectives	p. 392
Determine and Allocate the Marketing Communication Budget	p. 394
Design the Promotion Mix	p. 396
Evaluate the Effectiveness of the Communication Program	p. 397
Real people, real choices: How It Worked Out at General Motors R*Works	p. 398
Chapter Summary	p. 400
Key Terms	p. 401
Chapter Review	p. 401
Real people, real surfers: exploring the web	p. 402
Marketing in Action Case: Real Choices at American Express	p. 403
Advertising, Sales Promotion, and Public Relations	p. 405
Real people, real choices: Meet Joe Chernov, a Decision Maker at BzzAgent	p. 405
Advertising: The Image of Marketing	p. 407
Types of Advertising	p. 408
Who Creates Advertising?	p. 409
Developing the Advertising Campaign	p. 411
Identify the Target Audience	p. 411
Establish Message and Budget Objectives	p. 412
Design the Ads	p. 412
Measuring value: Marketing Metrics	p. 412
Pretest What the Ads Will Say	p. 415
Choose the Media Type(s) and Media Schedule	p. 415
Measuring value: Marketing Metrics	p. 417
Measuring value: Marketing Metrics	p. 419
Evaluate the Advertising	p. 422
Sales Promotion	p. 422
Measuring value: Marketing Metrics	p. 422
Sales Promotion Directed toward the Trade	p. 423
Sales Promotion Directed toward Consumers	p. 425
Measuring value: Marketing Metrics	p. 425
Public Relations	p. 429
Objectives of Public Relations	p. 430
Real people, real voices: Advice for BzzAgent	p. 431
Planning a Public Relations Campaign	p. 432
Public Relations Activities	p. 432
Real people, real choices: How It Worked Out at BzzAgent	p. 436
Chapter Summary	p. 437
Key Terms	p. 438
Chapter Review	p. 438
Real people, real surfers: exploring the web	p. 440
Marketing Plan Exercise	p. 440
Marketing in Action Case: Real Choices at Amazon.com	p. 440
Personal Selling, Sales Management, and Direct Marketing	p. 443
Real people, real choices: Meet Esther Ferre, A Decision Maker at IBM	p. 443
Advertising is Not the Only Game in Town!	p. 445
Personal Selling	p. 445
The Role of Personal Selling	p. 446
Technology and Personal Selling	p. 447
Measuring value: Marketing Metrics	p. 448
Types of Sales Jobs	p. 448
Approaches to Personal Selling	p. 449
The Creative Selling Process	p. 449
Sales Management	p. 453
Setting Sales Force Objectives	p. 453
Creating a Sales Force Strategy	p. 453
Recruiting, Training, and Rewarding the Sales Force	p. 454
Real people, other voices: Advice for IBM	p. 455
Evaluating the Sales Force	p. 456
Direct Marketing	p. 457
Measuring value: Marketing Metrics	p. 457
Mail Order	p. 457
Direct-Response Advertising	p. 458
M-Commerce	p. 459
Real people, real choices: How It Worked Out at IBM	p. 460
Chapter Summary	p. 460
Key Terms	p. 461
Chapter Review	p. 461
Real people, real surfers: exploring the web	p. 462
Marketing Plan Exercise	p. 462
Marketing in Action Case: Real Choices at Eli Lilly	p. 462
Delivering the Value Proposition	p. 465
Delivering Value Through Supply Chain Management: Channels of Distribution and Logistics	p. 465
Real people, real choices: Meet Jim Lawrence, a Decision Maker at Darden Restaurants	p. 465
Place: The Final Frontier	p. 467
The Value Chain	p. 468
Links in the Supply Chain	p. 469
The Importance of Distribution: You Can't Sell What Isn't There!	p. 471
Functions of Distribution Channels	p. 471
The Internet in the Distribution Channel	p. 473
Real people, other voices: Advice for Darden Restaurants	p. 474
Channel Composition: Types of Wholesaling Intermediaries	p. 475
Independent Intermediaries	p. 475
Manufacturer-Owned Intermediaries	p. 478
Types of Distribution Channels	p. 478
Consumer Channels	p. 480
Business-to-Business Channels	p. 481
Dual Distribution Systens	p. 481
Hybrid Marketing Systens	p. 482
Planning a Channel Strategy	p. 482
Develop Distribution Objectives	p. 482
Evaluate Internal and External Environmental Influences 483 Step 3 Choose a Distribution Strategy	p. 484
Develop Distribution Tactics	p. 487
Distribution Channels and the Marketing Mix	p. 489
Logistics: Implementing the Supply Chain	p. 489
The Lowdown on Logistics	p. 490
Logistics Functions	p. 490
Measuring value: Marketing Metrics	p. 493
Real people, real choices: How It Worked Out at Darden Restaurants	p. 494
Chapter Summary	p. 495
Key Terms	p. 496
Chapter Review	p. 496
Real people, real surfers: exploring the web	p. 497
Marketing Plan Exercise	p. 497
Marketing in Action Case: Real Choices at Procter & Gamble	p. 498
Retailing: Bricks and Clicks	p. 501
Real people, real choices: Meet Stan Clark, a Decision Maker at Eskimo Joe's	p. 501
Retailing: Special Delivery	p. 503
Retailing: A mixed (Shopping) Bag	p. 503
The Evolution of Retailing	p. 504
Real people, other voices: Advice for Eskimo Joe's	p. 506
The Evolution Continues; What's "In Store" for the Future?	p. 507
From Mom-and-Pop to Super Wal-Mart: Classifying Retail Stores	p. 510
Classifying Retailers by What They Sell	p. 510
Classifying Retailers by Level of Service	p. 511
Measuring value: Marketing Metrics	p. 511
Classifying Retailers by Merchandise Selection	p. 511
Nonstore Retailing	p. 516
Direct Selling	p. 516
Automatic Vending	p. 517
B2C E-Commerce	p. 518
Benefits of B2C E-Commerce	p. 518
Limitations of B2C E-Commerce	p. 520
Measuring value: Marketing Metrics	p. 521
Measuring value: Marketing Metrics	p. 522
B2C's Effect on the Future of Retailing	p. 522
Developing a Store Positioning Strategy: Retailing as Theater	p. 522
Store Image	p. 524
Building the Theater: Store Location	p. 527
Real people, real choices: How it Worked Out at Eskimo Joe's	p. 530
Chapter Summary	p. 531
Key Terms	p. 531
Chapter Review	p. 532
Real people, real surfers: exploring the web	p. 533
Marketing Plan Exercise	p. 534
Marketing in Action Case: Real Choices at IKEA	p. 534
Qode in Action: Implementing a Marketing Plan	p. 537
Sample Marketing Plan: The S&S Smoothie Company	p. 543
Marketing Math	p. 555
Notes	p. 565
Glossary	p. 579
Photo Credits	p. 594
Index	p. 595
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