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ویرایش: 18 نویسندگان: William D. Perreault Jr., E. Jerome McCarthy, Joseph P. Cannon سری: ISBN (شابک) : 0073529958, 9780073529950 ناشر: Irwin/McGraw-Hill سال نشر: 2010 تعداد صفحات: 832 زبان: English فرمت فایل : PDF (درصورت درخواست کاربر به PDF، EPUB یا AZW3 تبدیل می شود) حجم فایل: 49 مگابایت
در صورت تبدیل فایل کتاب Basic Marketing: A Marketing Strategy Planning Approach به فرمت های PDF، EPUB، AZW3، MOBI و یا DJVU می توانید به پشتیبان اطلاع دهید تا فایل مورد نظر را تبدیل نمایند.
توجه داشته باشید کتاب بازاریابی اساسی: رویکرد برنامه ریزی استراتژی بازاریابی نسخه زبان اصلی می باشد و کتاب ترجمه شده به فارسی نمی باشد. وبسایت اینترنشنال لایبرری ارائه دهنده کتاب های زبان اصلی می باشد و هیچ گونه کتاب ترجمه شده یا نوشته شده به فارسی را ارائه نمی دهد.
نمای کلی: Basic Marketing 18e بر پایه ستونهای نسخههای قبلی - چهار چارچوب P، جهتگیری مدیریتی و تمرکز بر برنامهریزی استراتژی استوار است. فرنچایز Perreault پیشگام «چهار P» در دوره مقدماتی بازاریابی بود. تمرکز یکپارچه بازاریابی پایه همیشه بر این بوده است که چگونه تصمیمات بازاریابی را اتخاذ کند که یک مدیر باید در تصمیم گیری برای اینکه مشتریان بر روی چه چیزی تمرکز کند و چگونه به بهترین شکل نیازهای آنها را برآورده کند، اتخاذ کند. در بسیاری از نسخه ها، تغییرات مداوم در مدیریت بازاریابی و محیط بازاریابی وجود داشته است. برخی از تغییرات چشمگیر و برخی دیگر ظریف بوده اند. در نتیجه، نویسندگان تغییرات مداومی در متن ایجاد کرده اند تا بهترین شیوه ها و ایده های بازاریابی را منعکس کنند. در تمام این تغییرات، بازاریابی پایه و مواد کمکی همراه با آن بیش از سایر مواد آموزشی برای بازاریابی مقدماتی استفاده شده است. مطابق با اعتقاد ما به بهبود مستمر کیفیت، این نسخه به طور انتقادی بازبینی، بهروزرسانی و بازنویسی شده است تا مفاهیم جدید، نمونههای جدید و «بهترین شیوههای» اخیر را منعکس کند. این نسخه رویکرد برنامه ریزی استراتژی را گسترش می دهد و مفاهیم را به شدت با مدل برنامه ریزی استراتژی بازاریابی ادغام می کند.
Overview: Basic Marketing 18e builds on the foundation pillars of previous editions – the four Ps framework, managerial orientation, and strategy planning focus. The Perreault franchise was the pioneer of the “four Ps” in the introductory marketing course. The unifying focus of Basic Marketing has always been on how to make the marketing decisions that a manager must make in deciding what customers to focus on and how best to meet their needs. Over many editions there has been constant change in marketing management and the marketing environment. Some of the changes have been dramatic, and others have been subtle. As a result, the authors have made ongoing changes to the text to reflect marketing’s best practices and ideas. Throughout all of these changes, Basic Marketing and the supporting materials that accompany it have been more widely used than any other teaching materials for introductory marketing. Consistent with our belief in continuous quality improvement, this edition has been critically revised, updated, and rewritten to reflect new concepts, new examples, and recent “best practices.” This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model.
Title Contents 1 CHAPTER Marketing’s Value to Consumers, Firms, and Society Marketing—What’s It All About? Marketing Is Important to You How Should We Define Marketing? Macro-Marketing The Role of Marketing in Economic Systems Marketing’s Role Has Changed a Lot over the Years What Does the Marketing Concept Mean? The Marketing Concept and Customer Value The Marketing Concept Applies in Nonprofit Organizations The Marketing Concept, Social Responsibility, and Marketing Ethics Conclusion Key Terms Questions and Problems Suggested Cases Computer-Aided Problem 2 CHAPTER Marketing Strategy Planning The Management Job in Marketing What Is a Marketing Strategy? Selecting a Market-Oriented Strategy Is Target Marketing Developing Marketing Mixes for Target Markets The Marketing Plan Is a Guide to Implementation and Control The Marketing Program Should Build Customer Equity The Importance of Marketing Strategy Planning What Are Attractive Opportunities? Marketing Strategy Planning Process Highlights Opportunities Types of Opportunities to Pursue International Opportunities Should Be Considered Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem 3 CHAPTER Evaluating Opportunities in the Changing Market Environment The Market Environment Objectives Should Set Firm’s Course Company Resources May Limit Search for Opportunities Analyzing Competitors and the Competitive Environment The Economic Environment The Technological Environment The Political Environment The Legal Environment The Cultural and Social Environment Using Screening Criteria to Narrow Down to Strategies Planning Grids Help Evaluate a Portfolio of Opportunities Multiproduct Firms Have a Difficult Strategy-Planning Job Evaluating Opportunities in International Markets Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem 4 CHAPTER Focusing Marketing Strategy with Segmentation and Positioning Search for Opportunities Can Begin by Understanding Markets Naming Product-Markets and Generic Markets Market Segmentation Defines Possible Target Markets What Dimensions Are Used to Segment Markets? A Best Practice Approach to Segmenting Product-Markets More Sophisticated Techniques May Help in Segmenting Differentiation and Positioning Take the Customer Point of View Conclusion Key Terms Questions and Problem Creating Marketing Plans Suggested 5Cases Computer-Aided Problem 5 CHAPTER Demographic Dimensions of Global Consumer Markets Target Marketers Focus on the Customer Global Consumer Markets Population Trends in the U.S. Consumer Market Income Dimensions of the U.S. Market Spending and the Family Life Cycle Ethnic Dimensions of the U.S. Market Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem 6 CHAPTER Consumer Behavior: Behavior SIX Final Consumers and Their Buying Why Do They Buy What They Buy? Economic Needs Affect Most Buying Decisions Psychological Influences within an Individual Social Influences Affect Consumer Behavior Individuals Are Affected by the Purchase Situation The Consumer Decision Process Consumer Behavior in International Markets Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem 7 CHAPTER Business and Organizational Customers and Their Buying Behavior Business and Organizational Customers—A Big Opportunity Organizational Customers Are Different Many Different People May Influence a Decision Organizational Buyers Are Problem Solvers Buyer–Seller Relationships in Business Markets Manufacturers Are Important Customers Producers of Services—Smaller and More Spread Out Retailers and Wholesalers Buy for Their Customers The Government Market Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem 8 CHAPTER Improving Decisions with Marketing Information Effective Marketing Requires Good Information Changes Are Under Way in Marketing Information Systems The Scientific Method and Marketing Research Five-Step Approach to Marketing Research Defining the Problem—Step 1 Analyzing the Situation—Step 2 Getting Problem-Specific Data—Step 3 Interpreting the Data—Step 4 Solving the Problem—Step 5 International Marketing Research Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem 9 CHAPTER Elements of Product Planning for Goods and Services The Product Area Involves Many Strategy Decisions What Is a Product? Differences in Goods and Services Whole Product Lines Must Be Developed Too Branding Is a Strategy Decision Conditions Favorable to Branding Achieving Brand Familiarity Is Not Easy Protecting Brand Names and Trademarks What Kind of Brand to Use? Who Should Do the Branding? The Strategic Importance of Packaging What Is Socially Responsible Packaging? Warranty Policies Are a Part of Strategy Planning Product Classes Help Plan Marketing Strategies Consumer Product Classes Business Products Are Different Business Product Classes—How They Are Defined Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem 10 CHAPTER Product Management and New-Product Development Innovation and Market Changes Create Opportunities Managing Products over Their Life Cycles Product Life Cycles Should Be Related to Specific Markets Product Life Cycles Vary in Length Planning for Different Stages of the Product Life Cycle New-Product Planning An Organized New-Product Development Process Is Critical New-Product Development: A Total Company Effort Need for Product Managers Managing Product Quality Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem 11 CHAPTER Place and Development of Channel Systems Marketing Strategy Planning Decisions for Place Place Decisions Are Guided by “Ideal” Place Objectives Channel System May Be Direct or Indirect Channel Specialists May Reduce Discrepancies and Separations Channel Relationship Must Be Managed Vertical Marketing Systems Focus on Final Customers The Best Channel System Should Achieve Ideal Market Exposure Channel Systems Can Be Complex Entering International Markets Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem 12 CHAPTER Distribution Customer Service and Logistics Physical Distribution Gets It to Customers Physical Distribution Customer Service Physical Distribution Concept Focuses on the Whole Distribution System Coordinating Logistics Activities among Firms The Transporting Function Adds Value to a Marketing Strategy Which Transporting Alternative Is Best? The Storing Function and Marketing Strategy Specialized Storing Facilities May Be Required The Distribution Center—A Different Kind of Warehouse Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem 13 CHAPTER Retailers, Wholesalers, and Their Strategy Planning Retailers and Wholesalers Plan Retailers and Wholesalers Plan Their Own Strategies The Nature of Retailing Planning a Retailer’s Strategy Conventional Retailers—Try to Avoid Price Competition Expand Assortment and Service—To Compete at a High Price Evolution of Mass-Merchandising Retailers Some Retailers Focus on Added Convenience Retailing on the Internet Why Retailers Evolve and Change Retailer Size and Profits Differences in Retailing in Different Nations What Is a Wholesaler? Wholesaling Is Changing with the Times Wholesalers Add Value in Different Ways Merchant Wholesalers Are the Most Numerous Agents Are Strong on Selling What Will Happen to Retailers and Wholesalers in the Future? Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem 14 CHAPTER Promotion—Introduction Promotion—Introduction to Integrated Marketing Communications Promotion Communicates to Target Markets Several Promotion Methods Are Available Someone Must Plan, Integrate, and Manage the Promotion Blend Which Methods to Use Depends on Promotion Objectives Promotion Requires Effective Communication Integrated Direct-Response Promotion Is Very Targeted The Customer May Initiate the Communication Process How Typical Promotion Plans Are Blended and Integrated Adoption Processes Can Guide Promotion Planning Promotion Blends Vary over the Life Cycle Setting the Promotion Budget Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem 15 CHAPTER Service The Importance and Role The Importance and Role of Personal Customer and Selling Customer and Selling Personal Selling What Kinds of Personal Selling Are Needed? Order Getters Develop New Business Relationships Order Takers Nurture Relationships to Keep the Business Coming Supporting Sales Force Informs and Promotes in the Channel Customer Service Promotes the Next Purchase The Right Structure Helps Assign Responsibility Information Technology Provides Tools to Do the Job Sound Selection and Training to Build a Sales Force Compensating and Motivating Salespeople Personal Selling Techniques—Prospecting and Presenting Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem 16 CHAPTER Advertising, Publicity, and Sales Promotion Advertising, Publicity, Sales Promotion, and Marketing Strategy Planning Advertising Is Big Business Advertising Objectives Are a Strategy Decision Objectives Determine the Kinds of Advertising Needed Coordinating Advertising Efforts with Cooperative Relationships Choosing the “Best” Medium—How to Deliver the Message Advertising on the Internet Planning the “Best” Message—What to Communicate Advertising Agencies Often Do the Work Measuring Advertising Effectiveness Is Not Easy How to Avoid Unfair Advertising Customer Communication and Types of Publicity Sales Promotion—Do Something Different to Stimulate Change Problems in Managing Sales Promotion Different Types of Sales Promotion for Different Targets Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem 17 CHAPTER Pricing Pricing Objectives and Policies Price Has Many Strategy Dimensions Objectives Should Guide Strategy Planning for Price Profit-Oriented Objectives Sales-Oriented Objectives Status Quo Pricing Objectives Most Firms Set Specific Pricing Policies—To Reach Objectives Price Flexibility Policies Price-Level Policies—Over the Product Life Cycle Discount Policies—Reductions from List Prices Allowance Policies—Off List Prices Some Customers Get Something Extra List Price May Depend on Geographic Pricing Policies Pricing Policies Combine to Impact Customer Value Legality of Pricing Policies Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem 18 CHAPTER Price Setting in the Business World Price Setting Is a Key Price Setting Is a Key Strategy Decision Some Firms Just Use Markups Average-Cost Pricing Is Common and Can Be Dangerous Marketing Managers Must Consider Various Kinds of Costs Break-Even Analysis Can Evaluate Possible Prices Marginal Analysis Considers Both Costs and Demand Demand-Oriented Approaches for Setting Prices Pricing a Full Line Bid Pricing and Negotiated Pricing Depend Heavily on Costs Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem 19 CHAPTER Implementing and Controlling Marketing Plans: Evolution and Revolution Good Plans Set the Framework for Implementation and Control Speed Up Information for Better Implementation and Control Effective Implementation Means That Plans Work as Intended Control Provides Feedback to Improve Plans and Implementation Sales Analysis Shows What’s Happening Performance Analysis Looks for Differences Performance Indexes Simplify Human Analysis A Series of Performance Analyses May Find the Real Problem Marketing Cost Analysis—Controlling Costs Too Planning and Control Combined The Marketing Audit Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem 20 CHAPTER Managing Marketing’s Link with Other Functional Areas Marketing in the Broader Context The Finance Function: Money to Implement Marketing Plans Production Must Be Coordinated with the Marketing Plan Accounting Data Can Help in Understanding Costs and Profit People Put Plans into Action Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases 559 21 CHAPTER Ethical Marketing in a Consumer- Oriented World: Appraisal and Challenges How Should Marketing Be Evaluated? Can Consumer Satisfaction Be Measured? Micro-Marketing Often Does Cost Too Much Macro-Marketing Does Not Cost Too Much Marketing Strategy Planning Process Requires Logic and Creativity The Marketing Plan Brings All the Details Together Challenges Facing Marketers How Far Should the Marketing Concept Go? Conclusion Questions and Problems Creating Marketing Plans Suggested Cases Appendix A Economics Fundamentals Appendix B Marketing Arithmetic Appendix C Career Planning in Marketing VIDEO CASES 1. Chick-fil-A: “Eat Mor Chickin” (Except on Sunday) 2. Bass Pro Shops (Outdoor World) 3. Toyota Prius: The Power of Excellence in Product Innovation and Marketing 4. Potbelly Sandwich Works Grows through “Quirky” Marketing 5. Suburban Regional Shopping Malls: Can the Magic Be Restored? 6. Strategic Marketing Planning in Big Brothers Big Sisters of America 7. Invacare Says, “Yes, You Can!” to Customers Worldwide 8. Segway Finds Niche Markets for Its Human Transporter Technology CASES 1. McDonald’s “Seniors” Restaurant 2. Sunnyvale Foods, Inc. 3. Rocky Soccer Academy 4. Lakeside Technology Services 5. ApplPoly Products 6. Steelco 7. Ben Ohau Lodge 8. Palio’s Ristorante 9. GoodNight Inn 10. Swan’s Ice Arena 11. Fleet of Foot 12. DrGlen.com—Elite Vitamins and Supplements 13. Office Supplies, Inc. (OSI) 14. Showtime Media 15. The Herrera Group 16. Wright Wood Company 17. Pure and Sparkling Water, Inc. (PSW) 18. Ralston Valley Volunteer Fire Department (RVVFD) 19. SplendidWedding.com 20. Spare Time Equipment 21. Worldwide ChemPlastics, Inc. (WCI) 22. Bright Light Innovations: The Starlight Stove 23. Furniture Today 24. A Better Wire, Inc, 25. Harbor Plastics Mfg., Inc. 26. Harmony Valley Canning, Inc. 27. Excel Molding, Inc. 28. A Cut Above, Inc. (ACA) 29. Custom Castings, Inc. 30. River Ridge Mills, Ltd. 31. Domicile Health Providers, Inc. (DHP) 32. Lever, Ltd. 33. Allen & Lynch (A&L) 34. Creative Aluminum Products, Inc. (CAP) 35. De Angelo’s Pizzeria 36. Mountain View Builders Computer-Aided Problems Notes Illustration Credits Name Index Company Index Subject Index Glossary