Strategic Marketing Management: Meeting the Global Marketing Challenge

by Anderson, Carol H.; Vincze, Julian W.

• ISBN13: 9780618338078
• ISBN10: 0618338071
• Edition: 2nd
• Format: Hardcover
• Copyright: 2003-07-17
• Publisher: Cengage Learning

Summary

Anderson and Vincze prepare students to recognize, embrace, and manage change by focusing on higher-level strategic issues and decision making in marketing management. The Second Edition features a new integrated approach that combines both theory and cases in a single volume for easy reference and evaluation. One of the most up-to-date collections available, the comprehensive cases have all been class-tested and cover a range of small, medium, and large organizations across several industries and environments--from product, service, consumer, business-to-business, and commercial to non-profit marketing. New mini-cases offer more choices for flexible casework in and outside of class and the new Marketing Plan appendix can be assigned throughout the semester--both features reflect the authors' increased focus on critical thinking and application-based learning. Experiential exercises encourage students to practice applying chapter concepts to real-world scenarios.

Table of Contents

Preface	xix
About the Authors	xxix
Case Grid	xxxi
PART ONE AN INTRODUCTION TO STRATEGIC MARKETING MANAGEMENT	1	(74)
Chapter 1 The Changing Role of Marketing	2	(34)
VIGNETTE Wake Up and Smell the Coffee-It's Starbucks	1	(5)
Marketing and Marketing Management Defined	6	(6)
Marketing in a Multilayered Environment	7	(4)
Marketing as Value Exchange	11	(1)
Evolution of the Marketing Concept	12	(2)
The Marketing Mix	14	(2)
Product (Good or Service)	14	(1)
Price (Value)	15	(1)
Place (Distribution)	15	(1)
Promotion (Integrated Marketing Communications)	16	(1)
Marketing Management in the Twenty First Century	16	(8)
The Importance of Marketing Relationships	16	(2)
Changes in Organizational Structure	18	(1)
Innovate or Evaporate: Marketing Giant P&G Bends Its Own Rules with the Fast Growing SpinBrush	19	(2)
Marketing and Entrepreneurship	21	(1)
Marketing and Entrepreneurship: Hot Topic-One of America's Fastest Growing Retailers in Lean Economic Times	22	(1)
Marketing in Nonprofit Organizations	23	(1)
The International Scope of Marketing	23	(1)
Focusing on Customer Satisfaction	24	(3)
Customer-Oriented Strategies	24	(3)
Building Markets for the Long Term	27	(2)
Relationship Marketing versus Transaction Marketing	27	(1)
Networking	28	(1)
Building and Maintaining Strategic Alliances	28	(1)
Organization of Strategic Marketing Management	29	(1)
Part One: An Introduction to Strategic Marketing Management	29	(1)
Part Two: Achieving Competitive Advantage	29	(1)
Part Three: Implementing Marketing Mix Strategies	29	(1)
Part Four: Managing Marketing Efforts	30	(1)
Summary	30	(1)
Questions	31	(1)
Exercises	31	(1)
CLOSING CASE Starbucks: Are Cyber Cafes in Sync with the Coffee Purveyor's Core Business?	32	(4)
Chapter 2 Forces of Change and Their Impact	36	(39)
VIGNETTE Transformation of a Society: The Hydrogen Economy	36	(4)
The Marketing Ecocycle	40	(5)
The Natural Ecocycle	40	(1)
The Marketing Organization Ecocycle	41	(4)
Creative Destruction and Innovation	45	(1)
Business Revolutions and Catalysts for Change	45	(17)
Globalization	45	(5)
Trends in the US Market	50	(1)
Marketing in the Global Village: Global Bicycle Peddler: David Montague	51	(5)
New and Emerging Technologies	56	(2)
The Information Age Economy	58	(1)
Changing Management Structure	59	(3)
Impact of Change on Strategic and Tactical Marketing Decisions	62	(7)
Building Internal Relationships	63	(1)
Building External Relationships	64	(1)
Identifying Opportunities in a Time of Change	65	(1)
Managing Change	66	(1)
Innovate or Evaporate: The Chocolate Meltdown	67	(2)
Summary	69	(1)
Questions	69	(1)
Exercises	70	(1)
CLOSING CASE Radio Sawa: A New Station for a New Generation	71	(4)
PART TWO ACHIEVING COMPETITIVE ADVANTAGE	75	(186)
Chapter 3 Strategic Market Planning	76	(37)
VIGNETTE A Bumpy Ride for the Airlines: Competitive Strategy Post-9/11/01	76	(2)
Marketing Management Decisions and Strategic Planning	78	(2)
Strategy	79	(1)
Tactics	80	(1)
Strategic Market Planning: A Multilevel Process	80	(2)
The Strategic Planning Process	82	(12)
Mission Driven Strategic Planning	82	(3)
Marketing in the Global Village: Mexican "Ants" Build Homes-One Bag of Cement at a Time	85	(1)
Performance Objectives	86	(1)
Environmental Analysis (External)	86	(5)
Organizational Analysis (Internal)	91	(1)
Strategic Objectives and Strategy Definition	92	(1)
Implementation and Tactics	93	(1)
Execution	93	(1)
Evaluation and Control	94	(1)
Planning for the Long Term	94	(3)
Sustainable Competitive Advantage: Basic Strategies	95	(1)
Strategic versus Tactical Marketing Decisions	96	(1)
Strategic Planning and the Challenge of Change	97	(7)
Changes in Approaches to Strategy Development	97	(3)
Complexity and Uncertainty	100	(1)
Poverty of Time	101	(1)
The Importance of Flexibility and Adaptation	101	(1)
Innovate or Evaporate: The Inspired Chef Something's Cooking at Whirlpool Corp.	102	(1)
Stakeholder Involvement	102	(1)
Integrating Ethics and Social Responsibility	103	(1)
Strategic Planning and a Customer Orientation	104	(3)
Customer Satisfaction	105	(1)
Value Creation	106	(1)
Summary	107	(1)
Questions	108	(1)
Exercises	108	(2)
CLOSING CASE eBay Inc.: The Challenge of Balancing Growth and Social Capital	110	(3)
Chapter 4 Marketing Intelligence and Creative Problem Solving	113	(40)
VIGNETTE Data Mining: Improving the Odds with Harrah's Customer Tracking System	113	(5)
Marketing Management Decisions and Creative Problem Solving	118	(8)
Need for Marketing Intelligence in a Changing World	118	(1)
Responsibility for Marketing Decisions	119	(1)
How Marketing Decisions Are Made	120	(1)
Creative Problem Solving (CPS)	121	(3)
Innovate or Evaporate: Beyond Focus Groups-Hanging Out with Snowboarders and Teenagers in Video Arcades	124	(2)
The Marketing Research Process	126	(2)
Step 1: Recognize the Need for Research	126	(1)
Step 2: Define the Research Problem and Objectives (Purpose)	127	(1)
Step 3: Specify Information and Data Requirements	127	(1)
Step 4: Develop the Research Plan	127	(1)
Step 5: Design the Method for Collecting Data	127	(1)
Step 6: Perform the Research	128	(1)
Step 7: Analyze the Data and Interpret the Results	128	(1)
Step 8: Communicate Findings	128	(1)
Key Information for Marketing Decisions	128	(4)
External Opportunities and Threats	129	(1)
Internal Strengths and Weaknesses	130	(2)
Sources of Information	132	(5)
Databases	133	(2)
Database Design and Creation	135	(1)
Database Management	136	(1)
Market Measurement and Forecasting Demand	137	(1)
Issues in Marketing Information Acquisition and Use	137	(5)
In-house or Outsource Research Task	137	(1)
Extent/Scope of Research	137	(1)
Organizational Resources	138	(1)
Research Quality/Quality of Information	139	(1)
International Marketing Research	139	(1)
Legal and Ethical Issues	139	(2)
It's Legal but Is It Ethical? Beware of Leechware	141	(1)
Summary	142	(1)
Questions	143	(1)
Exercises	143	(3)
Appendix: Dimensions of a Marketing Audit	146	(4)
CLOSING CASE McDonald's Wants to Know What Ails Sales	150	(3)
Chapter 5 Understanding Consumer Buying Behavior	153	(42)
VIGNETTE American Consumer Values After 9/11	153	(4)
The Consumer Buying Process	157	(8)
Recognition of a Need	158	(2)
Search for Information	160	(3)
Evaluation of Alternatives	163	(1)
Choice/Purchase	163	(2)
Postpurchase Evaluation	165	(1)
Social and Cultural Influences on Buying Behavior	165	(9)
Cultural and Social Status	167	(1)
Marketing in the Information Age: Online Banking: Technology and CRM	167	(3)
Group Influences	170	(4)
Individual Influences on Buying Behavior	174	(8)
Personal Influences	174	(4)
Psychological Influences	178	(4)
Consumers and Products	182	(1)
Consumers and Situations	182	(2)
Relationship Marketing	184	(5)
Buyer-Seller Relationships	184	(1)
It's Legal but Is It Ethical? Just Another Used Car Story?	185	(2)
Quality, Satisfaction, and Long-Term Relationships	187	(1)
Relationship Marketing and the New Marketing Concept	187	(1)
Delivering Customer Value Through Market Driven Management	188	(1)
Summary	189	(1)
Questions	189	(1)
Exercises	190	(1)
CLOSING CASE Shopping with the Fickle, Fashion-Conscious Teens of Generation Y	191	(4)
Chapter 6 Business Markets and Buying Behavior	195	(28)
VIGNETTE The U.S. Automotive Industry:World-Class Buyers and Sellers	195	(2)
Scope of Business Markets	197	(5)
Types of Customers	197	(2)
Marketing and Entrepreneurship: Europe's Rust Belt Finds New Source of Business Via the Internet	199	(3)
Changes in Market Size and Trends	202	(1)
Differences Between Organizational and Consumer Buying Behavior	202	(2)
Innovate or Evaporate: Innovation Is Necessary-but Insufficient	203	(1)
The Business-to-Business Buying Process	204	(3)
Steps in the Buying Process	205	(1)
Organizational Differences	206	(1)
Organizational Structure and Buyer Characteristics	207	(3)
Organizational Structure	208	(1)
Key Players in the Buying Center	209	(1)
Types of Business Purchase Decisions	210	(1)
Straight Rebut'	210	(1)
Modified Rebut'	210	(1)
New Task Purchases	211	(1)
Extended Taxonomy of Purchase Decisions	211	(1)
Major Influences on Purchase Decisions	211	(5)
External Environmental Influences	211	(3)
Internal Organizational Influences	214	(1)
Personal Influences	215	(1)
Product Influences	215	(1)
Relationship Marketing	216	(1)
Buyer-Seller Relationships	216	(1)
Quality, Satisfaction, and Long-Term Relationships	216	(1)
Relationship Marketing and the New Marketing Concept	216	(1)
Summary	217	(1)
Questions	218	(1)
Exercises	218	(1)
CLOSING CASE Pushing Microsoft "Office" Out of the Office	219	(4)
Chapter 7 Market Segmentation,Target Marketing, and Positioning	223	(38)
VIGNETTE Marketing to Low-Income Markets: Third World Buyers at the "Bottom of the Pyramid"	223	(3)
The Basics of Market Segmentation	226	(1)
Mass Marketing	226	(1)
Market Segmentation	226	(1)
Why Subdivide Markets?	227	(1)
Customer Value and Target Marketing	227	(1)
Target Marketing Strategies	227	(2)
A Multisegment Marketing Strategy	228	(1)
A Single Segment Marketing Strategy	228	(1)
The Market-Segmentation Process	229	(4)
1. Define and Analyze the Market	230	(1)
2. Identify and Describe Potential Segments	230	(1)
3. Select the Segment(s) to Be Served	231	(1)
4. Determine the Product Positioning Strategy	231	(1)
5. Design and Implement the Marketing Program	231	(1)
Criteria for Effective Segmentation	231	(2)
Selection of Market Segments	233	(15)
Bases for Segmenting Consumer Markets	234	(3)
Marketing in the Global Village: Have Cult, Will Travel: Krispy Kreme Doughnuts Cross the Border	237	(3)
Bases for Segmenting Business-to-Business Markets	240	(2)
Managing Change: Dynamic Segmentation Strategies for Dynamic Customers	242	(3)
Combining Variables to Identify Segments	245	(1)
International Implications of Market Segmentation	245	(1)
Technology and Marketing Intelligence as Segmentation Tools	246	(1)
Management Tools	246	(2)
Ethical Issues in Market Segmentation	248	(1)
Positioning Strategies	249	(4)
Positioning versus Differentiation	249	(1)
The Positioning Process	249	(1)
Customer Value and Positioning	250	(1)
Key Variables for Positioning	250	(3)
Summary	253	(1)
Questions	254	(1)
Exercises	254	(2)
CLOSING CASE Hispanic Youth and Culturally-Focused Media	256	(5)
PART THREE Implementing Marketing-MIX Strategies	261	(222)
Chapter 8 Product Strategy	262	(31)
VIGNETTE Making Cheese "Fun" Is Serious Business-Call It "Triggering the Drool"	262	(2)
What Is a Product?	264	(1)
Classification of Goods	264	(4)
Consumer Goods: Convenience, Shopping, and Specialty Goods	265	(1)
Organizational Goods	265	(3)
Product Strategy Issues	268	(7)
Determining the Product Line	268	(1)
Determining the Width and Depth of a Product Line	269	(3)
When to Introduce or Delete Products	272	(1)
Packaging	272	(1)
It's Legal but Is It Ethical? Ready-to-Wear Watchdogs	273	(1)
Product Safety	274	(1)
Product Liability	274	(1)
Warranty-Post-Sale Services	275	(1)
The Product Life Cycle	275	(5)
Are Product Life Cycles Real?	277	(1)
Implications of the Product Life Cycle for Marketing Managers	278	(1)
Why Do Life Cycles Occur?	278	(2)
Test Marketing	280	(2)
Advantages of Test Marketing	281	(1)
Disadvantages of Test Marketing	282	(1)
Launching New Products	282	(2)
Marketing in the Global Village: High Style in a Tiny Package	283	(1)
Brand Strategies	284	(3)
Brand Equity Explained	285	(2)
Private Labels or Store Brands	287	(1)
Summary	287	(1)
Questions	288	(1)
Exercises	288	(3)
CLOSING CASE If Simmons Is a Power Brand-Does That Help Sales Volume?	291	(2)
Chapter 9 Services Marketing Strategy	293	(36)
VIGNETTE Banks Rediscover Retail Customers and Focus on Service	293	(3)
Services: A Major Force in the U.S. Economy	296	(3)
Managing Change: High-Quality Service at Everyday Low Prices	297	(2)
Characteristics of Services versus Goods	299	(2)
Services Are Intangible	299	(1)
Services Are Variable	300	(1)
Service and Delivery Are Inseparable	300	(1)
Services Are Perishable	300	(1)
Levels of Service	301	(1)
Primary Services	301	(1)
Ancillary Services	301	(1)
Service As Value	302	(5)
The Importance of Strategic Planning	303	(1)
Benefits of Exceptional Customer Service	304	(2)
Marketing in the Information Age: USAA Leverages Processes for Strategic Advantage	306	(1)
Service Marketing Issues	307	(4)
Market Segmentation	307	(1)
Perceived Risk	308	(1)
Evaluation of Service Attributes	309	(1)
Brand and Service Provider Loyalty	310	(1)
Adoption Process for Innovations	310	(1)
The Service Design Process	311	(4)
Determining Customer Targets	312	(1)
Determining the Nature of the Service	312	(1)
Determining Pricing Strategy	313	(1)
Addressing Complexity or Uncertainty	314	(1)
Assessing the Marketer's Resources	314	(1)
Determining the Number of Services	315	(1)
Determining the Level of Service	315	(1)
Setting Standards for Service Quality	315	(3)
Benchmarking	316	(1)
Planning Service Tasks and Activities	316	(2)
Service Delivery and Implementation	318	(5)
Organization Structure and Culture	318	(3)
Personnel Issues	321	(2)
Summary	323	(1)
Questions	324	(1)
Exercises	325	(1)
CLOSING CASE Meals on Wheels: Entrepreneurship and Funding for a Nonprofit	326	(3)
Chapter 10 Distribution Strategy	329	(42)
VIGNETTE Managing Distribution-UPS Delivers More Than Packages	329	(2)
Distribution Channels: An Overview	331	(7)
Relationship to Organizational and Marketing Strategies	332	(3)
Need for Channel Intermediaries	335	(2)
Functions Performed by Distribution Systems	337	(1)
Channel Structures and Marketing Systems	338	(5)
Consumer Marketing Channels	338	(1)
Organizational Marketing Channels	338	(2)
Multiple Channels	340	(1)
International Channels	341	(2)
Channel Members	343	(12)
Wholesalers	344	(2)
Managing Change: Vendor-Managed Inventory and Integrated Supply	346	(1)
Retailers	347	(8)
Other Channel Intermediaries and Facilitators	355	(1)
Channel Selection and Design	355	(6)
Channel Objectives	356	(1)
Channel Length and Number of Intermediaries	357	(1)
Selection Criteria for Channel Members	357	(2)
Innovate or Evaporate: Alternative Music Distribution Channels	359	(1)
Evaluation of Channel Efficiency and Effectiveness	360	(1)
Channel Management	361	(4)
Power and Relationships	361	(1)
Vertical Marketing Systems	362	(1)
Legal and Ethical Issues	362	(1)
Trends in Distribution Channels	363	(2)
Summary	365	(1)
Questions	365	(1)
Exercises	366	(1)
CLOSING CASE Mothers Work, Inc.: The Care and Nurturing of a Maternity Fashion Retailer	367	(4)
Chapter 11 Integrated Marketing Communications Strategy	371	(20)
VIGNETTE Was the mLife Advertising/Rebranding Campaign a Bold Strategy?	371	(1)
Integrated Marketing Communications	372	(8)
Communications Theory	373	(3)
The Communications Mix	376	(1)
IMC Objectives	377	(2)
It's Legal but Is It Ethical? Drug Companies Overstep Boundaries	379	(1)
Pull versus Push IMC Strategies	380	(3)
Pull Through Communications	380	(2)
Innovate or Evaporate: Email Marketing: Reach Out and Touch Consumers	382	(1)
Push-Through Communications	383	(1)
IMC and Product Life Cycle Stages	383	(1)
Financial Aspects of IMC	383	(4)
Calculating the Customer Response Index (CRI)	383	(1)
Calculating Communications Elasticity	384	(1)
Calculating Communications Carryover	384	(1)
Budgeting IMC	385	(2)
Summary	387	(1)
Questions	388	(1)
Exercises	388	(1)
CLOSING CASE "Cisco Internet Generation," an IMC Campaign for Cisco Systems Inc.	389	(2)
Chapter 12 Integrated Marketing Communications Tools	391	(33)
VIGNETTE European IMC Constraints	391	(1)
Managing Salesforce Activity	392	(14)
Defining the Sales Task	393	(1)
Innovate or Evaporate: Sales Force Automation and Global Selling	394	(2)
Investigating the Relationship Between Sales Activity and Productivity	396	(2)
Determining Salesforce Structure	398	(1)
Configuring Sales Territories	399	(2)
Determining Salesforce Size	401	(1)
Staffing and Measuring Performance	402	(1)
Developing a Compensation Plan	403	(1)
Directing and Motivating the Salesforce	404	(2)
Innovate or Evaporate: Consumer Marketing Changed by Advent of 29.8/7 Media Week	406	(1)
Managing the Advertising Program	406	(11)
Determining Advertising Opportunities	407	(1)
Managing Change: Ad Agencies' Roles Changing Dramatically in Dot. com Age	407	(1)
Identifying the Appropriate Audiences)	408	(1)
Selecting the IMC Message	409	(1)
Determining the IMC Media	409	(3)
Marketing in the Information Age: Kicking Back Against the Power of Consumerism	412	(2)
Managing Change: Changing Marketing Horses-Burned Out on the Internet	414	(3)
Publicity, Direct Marketing, and Sales Promotion	417	(2)
Publicity and Public Relations	417	(1)
Direct Marketing	418	(1)
Sales Promotion	418	(1)
Summary	419	(1)
Questions	420	(1)
Exercises	420	(3)
CLOSING CASE Maserati Returns to U.S. Market	423	(1)
Chapter 13 Direct Marketing	424	(31)
VIGNETTE "Dude, You're Getting a Dell" ... Computer, and PDA, and Printer, and Digital Camera, and ...	424	(2)
Direct Marketing Defined	426	(3)
Integrated Marketing Communications Perspective	427	(1)
Distribution Channel Perspective	428	(1)
Factors Leading to the Growth of Direct Marketing	429	(4)
Marketing in the Global Village: Localize-or Get Lost in Translation!	430	(3)
Direct Marketing Tools	433	(8)
Direct Selling	434	(2)
Direct-Action Advertising	436	(1)
Electronic Media	437	(4)
Objectives of Direct Marketing	441	(1)
Build Customer Relationships	441	(1)
Direct Response or Transaction	442	(1)
Integrated Direct Marketing Communications	442	(1)
Integration Across Direct Marketing Tools	442	(1)
Integration with Other Communications Mix and Marketing Mix Elements	443	(1)
The Direct Marketing Process	443	(4)
Customer Databases	443	(1)
Marketing and Entrepreneurship: High Impact from Low-Tech Direct Marketing	444	(1)
Interactive Marketing System	445	(1)
Measuring Results	445	(2)
Issues in Direct Marketing	447	(2)
Customer-Related Issues	447	(1)
Organization Related Issues	447	(1)
Legal, Ethical, and Social Issues	448	(1)
Trends in Direct Marketing	449	(1)
Summary	449	(1)
Questions	450	(1)
Exercises	451	(1)
CLOSING CASE Nonprofit Direct Marketing: The Good News Jail & Prison Ministry	452	(3)
Chapter 14 Pricing Strategy	455	(28)
VIGNETTE Palm's Pricing in 2002	455	(1)
The Role of Price in Strategic Marketing	456	(5)
Buyer's versus Seller's Point of View	457	(1)
An Example of Pricing Complexity	458	(1)
Actual Price	459	(1)
Pricing Conflicts	459	(2)
Pricing Strategy as a Competitive Edge	461	(1)
Product Life Cycle Pricing	461	(3)
Introductory Stage	461	(1)
Innovate or Evaporate: Discount Drugs for Elderly on Low Incomes	462	(1)
Growth Stage	463	(1)
Maturity Stage	464	(1)
Decline Stage	464	(1)
Psychological Pricing	464	(2)
Odd Pricing	464	(1)
It's Legal but Is It Ethical? Is the Price Right if It's Free?	465	(1)
Prestige Pricing	465	(1)
Psychological Discounting	466	(1)
Impact on Manufacturer	466	(1)
Strategic Pricing Models	466	(6)
The Market-Based Pricing Model	466	(1)
It's Legal but Is It Ethical? Price Wars	467	(1)
The Cost-Plus Pricing Model	467	(2)
The Value Based Pricing Model	469	(3)
Pricing Strategy and Break-Even Analysis	472	(2)
Break Even Volume	472	(1)
Break Even Market Share and Risk	473	(1)
Pricing Strategy Decisions: Issues, Problems, and Legal Concerns	474	(3)
Product Line Pricing	474	(1)
Structuring Discounts	475	(2)
Pricing Strategy and IMC	477	(1)
Summary	478	(1)
Questions	478	(1)
Exercises	479	(1)
CLOSING CASE Austin,Texas Challenges Time Warner Cable Pricing Scheme	480	(3)
PART FOUR Managing Marketing Efforts	483	(68)
Chapter 15 Control and Measurement of Marketing Performance	484	(38)
VIGNETTE Improving the Score at Nike	484	(5)
Controlling Marketing Efforts	489	(8)
The Managerial Process	489	(1)
Profitability and Productivity	490	(1)
Marketing in the Global Village: Gaining Altitude: Boeing versus Airbus	491	(1)
The Control Process and Strategic Planning	492	(5)
Levels of Analysis	497	(7)
Corporate Level Analysis	498	(1)
Business Level Analysis	498	(1)
Functional (Operating) Level Analysis	499	(5)
Measuring Performance	504	(13)
Factors to Analyze	504	(1)
Key Performance Criteria	504	(1)
Key Ratios and Their Implications	505	(6)
Strategic Profit Model: Framework for Analysis	511	(1)
Data Sources and Quality	512	(1)
Marketing in the Information Age: Evaluating Advertising Effectiveness: Art or Science?	513	(4)
Summary	517	(1)
Questions	517	(1)
Exercises	518	(1)
CLOSING CASE The "Kraft-ing" of Mattel into a More Stable Toy Company	519	(3)
Chapter 16 The Marketing-Oriented Organization	522	(29)
VIGNETTE Virtual Firms Win Respect	522	(1)
The Marketing Organization's Structure	523	(6)
The Role of Technology	523	(1)
The Role of Divisional Management	524	(1)
The Role of Functional Management	525	(1)
The Flow of Authority	526	(2)
The Flow of Information	528	(1)
The Evolving Marketing Organization	529	(7)
Marketing in the Information Age: Structural Flaws Dash Marketing Strategy	529	(1)
The Marketing Organization Circa 1946	530	(1)
The Marketing Organization Circa 1960	531	(2)
The Marketing Organization Circa 1980	533	(1)
Marketing Organizations Currently	534	(2)
Integrated Management Systems	536	(3)
Key Elements of the Integrated Management System	537	(2)
The IMS Organization	539	(1)
Recent Trends in Management Practice	539	(5)
Total Quality Management	539	(2)
Managing Change: Temp-Work Plan Faces Europe's Rigid Labor Market	541	(2)
Managing Change	543	(1)
The Virtual Organization	544	(2)
Summary	546	(1)
Questions	546	(1)
Exercises	546	(2)
CLOSING CASE Resurrected Harp Maker Plays to Win!	548	(3)
PART FIVE CASES	551	(310)
Introduction to the Case Method	551	(6)
Objectives	552	(1)
Approaches	552	(1)
Types of Organizations Encountered	552	(1)
Case Problems Encountered	552	(1)
Group versus Individual Analysis	552	(1)
Preparing a Case: A Suggested Course of Action	552	(1)
Class Participation	553	(1)
Writing a Case Study Analysis	554	(1)
Additional Perspectives	555	(2)
Degree of Difficulty	555	(1)
Viewpoint	555	(1)
Results	556	(1)
Strength of Analyses	556	(1)
Perspective	556	(1)
Case Bias	556	(1)
Answers	556	(1)
Case 1 Botton Village	557	(16)
Case 2 W. L. Gore & Associates, Inc.: Entering 1998	573	(17)
Case 3 Service in the Skies: High-Class, Low-Class, and No Class	590	(8)
Case 4 Cowgirl Chocolates	598	(13)
Case 5 Calgene Inc.: Marketing High-Tech Tomatoes	611	(8)
Case 6 3DV-LS: Assessing Market Opportunity in the Computer Visualization Market	619	(10)
Case 7 Rayovac Corporation: "Recreating a Proud America Brand"	629	(21)
Case 8 DeCopier Technologies, Inc.	650	(10)
Case 9 Circus Circus Enterprises, Inc. (1998)	660	(12)
Case 10 Priceline.com: Act III-From Dot.com to "Real Business"	672	(11)
Case 11 Black Diamond, Ltd.: Hanging on the Cutting Edge	683	(15)
Case 12 Philip Morris, Inc. ("Big Mo"): The Consumer Brand Powerhouse Plans Its Future (2001)	698	(13)
Case 13 Frigidaire Company: Launching the Front-Loading washing Machine	711	(11)
Case 14 Target Is Hot! What's Next for the "Upscale Discounter" (2001)	722	(10)
Case 15 Outback Goes International	732	(24)
Case 16 Perdue Farms Inc.: Responding to Twenty-first Century Challenges	756	(22)
Case 17 Nike, Inc. (1999)	778	(12)
Case 18 Nike's Dispute with the University of Oregon	790	(15)
Case 19 Kellogg Company	805	(9)
Case 20 Women's Undergarment Factory #8	814	(13)
Case 21 America Online	827	(13)
Case 22 Kentucky Fried Chicken and the Global Fast-Food Industry	840	(21)
Appendix A Development, Implementation, and Evaluation of a Marketing Plan	861
Index	I-1