Essentials of marketing: a marketing strategy planning approach

Cover
Title Page
Copyright Page
Authors of Essentials of Marketing, 15/e
Preface
Acknowledgments
Brief Contents
Contents
1 CHAPTER ONE 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
	What's Now?
	Key Terms
	Questions and Problems
	Suggested Cases
	Marketing Analytics: Data to Knowledge
2 CHAPTER TWO 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
	Recognizing Customer Lifetime Value and Customer Equity
	What Are Attractive Opportunities?
	Marketing Strategy Planning Process Highlights Opportunities
	Types of Opportunities to Pursue
	International Opportunities Should Be Considered
	Conclusion
	What's Now?
	Key Terms
	Questions and Problems
	Marketing Planning for Hillside Veterinary Clinic
	Suggested Cases
	Marketing Analytics: Data to Knowledge
3 CHAPTER THREE 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
	Evaluating Opportunities in International Markets
	Conclusion
	What's Now?
	Key Terms
	Questions and Problems
	Marketing Planning for Hillside Veterinary Clinic
	Suggested Cases
	Marketing Analytics: Data to Knowledge
4 CHAPTER FOUR 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?
	More Sophisticated Techniques May Help in Segmenting
	Differentiation and Positioning Take the Customer Point of View
	Conclusion
	What's Now?
	Key Terms
	Questions and Problems
	Marketing Planning for Hillside Veterinary Clinic
	Suggested Cases
	Marketing Analytics: Data to Knowledge
5 CHAPTER FIVE Final Consumers and Their Buying Behavior
	Consumer Behavior: Why Do They Buy What They Buy?
	Economic Needs Affect Most Buying Decisions
	Psychological Influences within an Individual
	Social Influences Affect Consumer Behavior
	Culture, Ethnicity, and Consumer Behavior
	Individuals Are Affected by the Purchase Situation
	The Consumer Decision Process
	Conclusion
	What's Now?
	Key Terms
	Questions and Problems
	Marketing Planning for Hillside Veterinary Clinic
	Suggested Cases
	Marketing Analytics: Data to Knowledge
6 CHAPTER SIX Business and Organizational Customers and Their Buying Behavior
	Business and Organizational Customers-A Big Opportunity
	Organizational Customers Are Different
	A Model of Business and Organizational Buying
	Step 1: Define the Problem
	Step 2: The Decision-Making Process
	Step 3: Managing 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
	What's Now?
	Key Terms
	Questions and Problems
	Creating Marketing Plans
	Marketing Planning for Hillside Veterinary Clinic
	Marketing Analytics: Data to Knowledge
7 CHAPTER SEVEN 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
	What's Now?
	Key Terms
	Questions and Problems
	Marketing Planning for Hillside Veterinary Clinic
	Suggested Cases
	Marketing Analytics: Data to Knowledge
8 CHAPTER EIGHT Elements of Product Planning for Goods and Services
	The Product Area Involves Many Strategy Decisions
	What Is a Product?
	Differences between Goods and Services
	Branding Is a Strategy Decision
	Achieving Brand Familiarity Is Not Easy
	Protecting Brand Names and Trademarks
	What Kind of Brand to Use?
	Who Should Do the Branding?
	Packaging Promotes, Protects, and Enhances
	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
	What's Now?
	Key Terms
	Questions and Problems
	Marketing Planning for Hillside Veterinary Clinic
	Suggested Cases
	Marketing Analytics: Data to Knowledge
9 CHAPTER NINE Product Management and New-Product Development
	Innovation and Market Changes Create Opportunities
	Managing Products over Their Life Cycles
	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
	What's Now?
	Key Terms
	Questions and Problems
	Marketing Planning for Hillside Veterinary Clinic
	Suggested Cases
	Marketing Analytics: Data to Knowledge
10 CHAPTER TEN 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
	Multichannel Distribution and Reverse Channels
	Entering International Markets
	Conclusion
	What's Now?
	Key Terms
	Questions and Problems
	Marketing Planning for Hillside Veterinary Clinic
	Suggested Cases
	Marketing Analytics: Data to Knowledge
11 CHAPTER ELEVEN 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
	What's Now?
	Key Terms
	Questions and Problems
	Marketing Planning for Hillside Veterinary Clinic
	Suggested Cases
	Marketing Analytics: Data to Knowledge
12 CHAPTER TWELVE Retailers, Wholesalers, and Their Strategy Planning
	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 and the Internet
	Why Retailers Evolve and Change
	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
	Conclusion
	What's Now?
	Key Terms
	Questions and Problems
	Marketing Planning for Hillside Veterinary Clinic
	Suggested Cases
	Marketing Analytics: Data to Knowledge
13 CHAPTER THIRTEEN 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
	When Customers Initiate the Communication Process
	How Typical Promotion Plans Are Blended and Integrated
	Adoption Processes Can Guide Promotion Planning
	Promotion Blends Vary over the Product Life Cycle
	Setting the Promotion Budget
	Conclusion
	What's Now?
	Key Terms
	Questions and Problems
	Marketing Planning for Hillside Veterinary Clinic
	Suggested Cases
	Marketing Analytics: Data to Knowledge
14 CHAPTER FOURTEEN Personal Selling and Customer Service
	The Importance and Role of 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
	What's Now?
	Key Terms
	Questions and Problems
	Marketing Planning for Hillside Veterinary Clinic
	Suggested Cases
	Marketing Analytics: Data to Knowledge
15 CHAPTER FIFTEEN Advertising and Sales Promotion
	Advertising, Sales Promotion, and Marketing Strategy Planning
	Advertising Is Big Business
	Advertising Objectives Are a Strategy Decision
	Objectives Determine the Kinds of Advertising Needed
	Choosing the "Best" Medium-How to Deliver the Message
	Digital and Mobile Advertising
	Planning the "Best" Message-What to Communicate
	Advertising Agencies Often Do the Work
	Measuring Advertising Effectiveness Is Not Easy
	Avoid Unfair Advertising
	Sales Promotion-Do Something Different to Stimulate Change
	Challenges in Managing Sales Promotion
	Different Types of Sales Promotion for Different Targets
	Conclusion
	What's Now?
	Key Terms
	Questions and Problems
	Marketing Planning for Hillside Veterinary Clinic
	Suggested Cases
	Marketing Analytics: Data to Knowledge
16 CHAPTER SIXTEEN Publicity: Promotion Using Earned Media, Owned Media, and Social Media
	Publicity, the Promotion Blend, and Marketing Strategy Planning
	Paid, Earned, and Owned Media
	Customers Obtain Information from Search, Pass-Along, and Experience
	Create Owned Media Content Your Customers Can Use
	Earned Media from Public Relations and the Press
	Earned Media from Customer Advocacy
	Social Media Differs from Traditional Media
	Major Social Media Platforms
	Software Can Manage, Measure, and Automate Online Media
	Conclusion
	What's Now?
	Key Terms
	Questions and Problems
	Marketing Planning for Hillside Veterinary Clinic
	Suggested Cases
	Marketing Analytics: Data to Knowledge
17 CHAPTER SEVENTEEN 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
	What's Now?
	Key Terms
	Questions and Problems
	Marketing Planning for Hillside Veterinary Clinic
	Suggested Cases
	Marketing Analytics: Data to Knowledge
18 CHAPTER EIGHTEEN Price Setting in the Business World
	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
	Additional Demand-Oriented Approaches for Setting Prices
	Pricing a Full Line
	Bid Pricing and Negotiated Pricing Depend Heavily on Costs
	Conclusion
	What's Now?
	Key Terms
	Questions and Problems
	Marketing Planning for Hillside Veterinary Clinic
	Suggested Cases
	Marketing Analytics: Data to Knowledge
19 CHAPTER NINETEEN 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
	What's Now?
	Questions and Problems
	Marketing Planning for Hillside Veterinary Clinic
	Suggested Cases
APPENDIX A Economics Fundamentals
APPENDIX B Marketing Arithmetic
APPENDIX C Career Planning in Marketing
APPENDIX D HIllside Veterinary Clinic Marketing Plan
BONUS CHAPTER 1 Implementing and Controlling Marketing Plans: Evolution and Revolution (full chapter content accessible online through Connect/SmartBook)
BONUS CHAPTER 2 Managing Marketing's Link with Other Functional Areas (full chapter content accessible online through Connect/SmartBook)
Video Cases
	1. Chick-fil-A: "Eat Mor Chikin" (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. Nature's Way Foods, Inc.
	3. Real NOCO Soccer Academy
	4. Computer Xperts
	5. Polymer Dynamics
	6. Steel Solutions
	7. Waimate Springs Lodge
	8. Salvaggio's Trattoria
	9. Restful Night Motel
	10. Sampson's Ice Center
	11. Run Free
	12. DrV.com-Custom Vitamins
	13. AAA Office World (AAA)
	14. Schrock & Oh Design
	15. The Olentangy Group
	16. Tall Timber Lumber Supply
	17. Simply Pure H2O4U, Inc.
	18. West Tarrytown Volunteer Fire Department (WTVFD)
	19. UltimateWedding.com
	20. Minnehaha Marine & Camp
	21. Geonovo Chemical, Inc. (GCI)
	22. Bright Light Innovations: The Starlight Stove
	23. Schmidt Furniture
	24. WireX
	25. Whittier Plastics
	26. Abundant Harvest
	27. Advanced Molding, Inc.
	28. AAT Tools (AAT)
	29. Quality Iron Castings, Inc.
	30. Walker-Winkle Mills, Ltd.
	31. Bowman Home Health Services (BHHS)
	32. Lever, Ltd.
	33. Kennedy & Gaffney (K&G)
	34. Chess Aluminum Worldwide (CAW)
	35. Skipper's Pizza Pies
	36. Silverglade Homes
	37. Mallory's Lemonade Stand (A)
	38. Mallory's Lemonade Stand (B)
Glossary
Notes
Author Index
Company Index
Subject Index