A preface to marketing management

Cover
Title
Copyright
Contents
SECTION I: ESSENTIALS OF MARKETING MANAGEMENT
	PART A:  INTRODUCTION
		Chapter 1 Strategic Planning and the Marketing Management Process
			The Marketing Concept
			What Is Marketing?
			What Is Strategic Planning?
				Strategic Planning and Marketing Management
				The Strategic Planning Process
				The Complete Strategic Plan
			The Marketing Management Process
				Situation Analysis
				Marketing Planning
				Implementation and Control of the Marketing Plan
				Marketing Information Systems and Marketing Research
			The Strategic Plan, the Marketing Plan, and Other Functional Area Plans
				Marketing's Role in Cross-Functional Strategic Planning
			Summary
			Appendix: Portfolio Models
	PART B: MARKETING INFORMATION,RESEARCH, AND UNDERSTANDING THE TARGET MARKET
		Chapter 2 Marketing Research: Process and Systems for Decision Making
			The Role of Marketing Research
			The Marketing Research Process
				Purpose of the Research
				Plan of the Research
				Performance of the Research
				Processing of Research Data
				Preparation of the Research Report
				Limitations of the Research Process
			Marketing Information Systems
			Summary
		Chapter 3 Consumer Behavior
			Social Influences on Consumer Decision Making
				Culture and Subculture
				Social Class
				Reference Groups and Families
			Marketing Influences on Consumer Decision Making
				Product Influences
				Price Influences
				Promotion Influences
				Place Influences
			Situational Influences on Consumer Decision Making
			Psychological Influences on Consumer Decision Making
				Product Knowledge
				Product Involvement
			Consumer Decision Making
				Need Recognition
				Alternative Search
				Alternative Evaluation
				Purchase Decision
				Postpurchase Evaluation
			Summary
		Chapter 4 Business, Government, and Institutional Buying
			Categories of Organizational Buyers
				Producers
				Intermediaries
				Government Agencies
				Other Institutions
			The Organizational Buying Process
			Purchase-Type Influences on Organizational Buying
				Straight Rebuy
				Modified Rebuy
				New Task Purchase
			Structural Influences on Organizational Buying
				Purchasing Roles
				Organization-Specific Factors
				Purchasing Policies and Procedures
			Behavioral Influences on Organizational Buying
				Personal Motivations
				Role Perceptions
			Stages in the Organizational Buying Process
				Organizational Need
				Vendor Analysis
				Purchase Activities
				Postpurchase Evaluation
			Summary
		Chapter 5 Market Segmentation
			Delineate the Firm's Current Situation
			Determine Consumer Needs and Wants
			Divide Markets on Relevant Dimensions
				A Priori versus Post Hoc Segmentation
				Relevance of Segmentation Dimensions
				Bases for Segmentation
			Develop Product Positioning
			Decide Segmentation Strategy
			Design Marketing Mix Strategy
			Summary
	PART C THE MARKETING MIX
		Chapter 6 Product and Brand Strategy
			Basic Issues in Product Management
				Product Definition
				Product Classification
				Product Quality and Value
				Product Mix and Product Line
				Branding and Brand Equity
				Packaging
			Product Life Cycle
				Product Adoption and Diffusion
			The Product Audit
				Deletions
				Product Improvement
			Organizing for Product Management
			Summary
		Chapter 7 New Product Planning and Development
			New Product Strategy
			New Product Planning and Development Process
				Idea Generation
				Idea Screening
				Project Planning
				Product Development
				Test Marketing
				Commercialization
				The Importance of Time
			Some Important New Product Decisions
				Quality Level
				Product Features
				Product Design
				Product Safety
			Causes of New Product Failure
				Need for Research
			Summary
		Chapter 8 Integrated Marketing Communications
			Strategic Goals of Marketing Communication
				Create Awareness
				Build Positive Images
				Identify Prospects
				Build Channel Relationships
				Retain Customers
			The Promotion Mix
			Integrated Marketing Communications
			Advertising: Planning and Strategy
				Objectives of Advertising
			Advertising Decisions
				The Expenditure Question
				The Allocation Question
			Sales Promotion
				Push versus Pull Marketing
				Trade Sales Promotions
				Consumer Promotions
				What Sales Promotion Can and Can't Do
			Public Relations
			Direct Marketing
			Summary
			Appendix: Major Federal Agencies Involved in Control of Advertising
		Chapter 9 Personal Selling, Relationship Building, and Sales Management
			Importance of Personal Selling
			The Sales Process
				Objectives of the Sales Force
				The Sales Relationship-Building Process
				People Who Support the Sales Force
			Managing the Sales and Relationship-Building Process
				The Sales Management Task
				Controlling the Sales Force
				Motivating and Compensating Performance
			Summary
		Chapter 10 Distribution Strategy
			The Need for Marketing Intermediaries
			Classification of Marketing Intermediaries and Functions
			Channels of Distribution
			Selecting Channels of Distribution
				Specific Considerations
			Managing a Channel of Distribution
				Relationship Marketing in Channels
				Vertical Marketing Systems
			Wholesaling
			Store and Nonstore Retailing
				Store Retailing
				Nonstore Retailing
			Summary
		Chapter 11 Pricing Strategy
			Demand Influences on Pricing Decisions
				Demographic Factors
				Psychological Factors
				Price Elasticity
			Supply Influences on Pricing Decisions
				Pricing Objectives
				Cost Considerations in Pricing
				Product Considerations in Pricing
			Environmental Influences on Pricing Decisions
				The Internet
				Competition
				Government Regulations
			A General Pricing Model
				Set Pricing Objectives
				Evaluate Product–Price Relationships
				Estimate Costs and Other Price Limitations
				Analyze Profit Potential
				Set Initial Price Structure
				Change Price as Needed
			Summary
	PART D MARKETING IN SPECIAL FIELDS
		Chapter 12 The Marketing of Services
			Important Characteristics of Services
				Intangibility
				Inseparability
				Perishability and Fluctuating Demand
				Client Relationship
				Customer Effort
				Uniformity
			Providing Quality Services
				Customer Satisfaction Measurement
				The Importance of Internal Marketing
			Overcoming the Obstacles in Service Marketing
				Limited View of Marketing
				Limited Competition
				Noncreative Management
				No Obsolescence
			Implications for Service Marketers
			Summary
		Chapter 13 Global Marketing
			The Competitive Advantage of Nations
			Organizing for Global Marketing
				Problems with Entering Foreign Markets
				Organizing the Multinational Company
			Programming for Global Marketing
				Global Marketing Research
				Global Product Strategy
				Global Distribution Strategy
				Global Pricing Strategy
				Global Advertising and Sales Promotion Strategy
			Entry and Growth Strategies for Global Marketing
			Summary
SECTION II: ANALYZING MARKETING PROBLEMS AND CASES
	A Case Analysis Framework
		1. Analyze and Record the Current Situation
		2. Analyze and Record Problems and Their Core Elements
		3. Formulate, Evaluate, and Record Alternative Courses of Action
		4. Select and Record the Chosen Alternative and Implementation Details
	Pitfalls to Avoid in Case Analysis
	Communicating Case Analyses
		The Written Report
		The Oral Presentation
	Summary
SECTION III: FINANCIAL ANALYSIS FOR MARKET-ING DECISIONS
	Financial Analysis
		Breakeven Analysis
		Net Present Value Analysis
		Ratio Analysis
	Summary
SECTION IV: DEVELOPING MARKETING PLANS
	A Marketing Plan Framework
		Title Page
		Executive Summary
		Table of Contents
		Introduction
		Situational Analysis
		Marketing Planning
		Implementation and Control of the Marketing Plan
		Summary
		Appendix—Financial Analysis
		References
	Summary
Chapter Notes
Index
	A
	B
	C
	D
	E
	F
	G
	H
	I
	J
	K
	L
	M
	N
	O
	P
	Q
	R
	S
	T
	U
	V
	W
	Y
	Z