ISE Marketing

Cover
Title Page
Copyright Page
Preface
Engagement
Leadership
Innovation
Acknowledgments
Brief Contents
Detailed Contents
Part 1 Initiating the Marketing Process
	1 CREATING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING
		Bombas Is Solving Social Problems with Great Socks and Great Marketing!
			Creating Better Socks
			Building a Brand with a Purpose
			Bombas Today
			Bombas, Marketing, and You
		What Is Marketing?
			Marketing and Your Career
			Marketing: Delivering Value to Customers
			The Diverse Elements Influencing Marketing Actions
			What Is Needed for Marketing to Occur
		How Marketing Discovers and Satisfies Consumer Needs
			Discovering Consumer Needs
			The Challenge: Meeting Consumer Needs with New Products
			Satisfying Consumer Needs
		The Marketing Program: How Customer Relationships Are Built
			Relationship Marketing: Easy to Understand, Hard to Do
			The Marketing Program and Market Segments
			3M’s Strategy and Marketing Program to Help Students Study
		How Marketing Became So Important
			Evolution toward a Market Orientation
			Focusing on Customer Relationship Management
			Ethics and Social Responsibility in Marketing: Balancing the Interests of Different Groups
			The Breadth and Depth of Marketing
		Learning Objectives Review
		Learning Review Answers
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 1: Bombas: Creating Socks with a Purpose!
	2 DEVELOPING SUCCESSFUL ORGANIZATIONAL AND MARKETING STRATEGIES
		I Scream, You Scream, We All Scream for . . .
		Today’s Organizations
			Kinds of Organizations
			What Is Strategy?
			The Structure of Today’s Organizations
			Making Responsible Decisions: New Types of Organizations Help Entrepreneurs Focus on Passion and Purpose
		Strategy in Visionary Organizations
			Organizational Foundation: Why Does It Exist?
			Organizational Direction: What Will It Do?
			Organizational Strategies: How Will It Do It?
			Tracking Strategic Performance with Marketing Analytics
			Applying Marketing Metrics: How Well Is Ben & Jerry’s Doing?
		Setting Strategic Directions
			A Look Around: Where Are We Now?
			Growth Strategies: Where Do We Want to Go?
			Marketing Matters: Filling the Shoes of Apple CEO Tim Cook: Where Will Apple’s Projected Future Growth for Its Major SBUs Come From?
		The Strategic Marketing Process
			Guiding Principles Underlying the Strategic Marketing Process
			The Planning Phase of the Strategic Marketing Process
			The Implementation Phase of the Strategic Marketing Process
			The Evaluation Phase of the Strategic Marketing Process
			Pulling It All Together
		Learning Objectives Review
		Learning Review Answers
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 2: IBM: Putting Smart Strategy to Work
		Appendix A Building an Effective Marketing Plan
	3 SCANNING THE MARKETING ENVIRONMENT
		Change Is Constant for Marketers at Facebook
			Facebook in the Future
		Environmental Scanning
			Tracking Environmental Trends
			An Environmental Scan of Today’s Marketplace
		Social Forces
			Demographics
			Making Responsible Decisions: Balancing Profits and Purpose—Millennial Style
			Culture
		Economic Forces
			Macroeconomic Conditions
			Consumer Income
			Marketing Insights About Me: The Census Bureau: Your Source for Economic Information
		Technological Forces
			Technology of Tomorrow
			Technology’s Impact on Customer Value
			Technology Enables Data Analytics
		Competitive Forces
			Alternative Forms of Competition
			Components of Competition
			Small Businesses as Competitors
		Regulatory Forces
			Protecting Competition
			Product-Related Legislation
			Pricing-Related Legislation
			Distribution-Related Legislation
			Advertising- and Promotion-Related Legislation
			Marketing Matters: Does Protecting Privacy Hurt the Web?
			Control through Self-Regulation
		Learning Objectives Review
		Learning Review Answers
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 3: Geek Squad: A New Business for a New Environment
	4 ETHICAL AND SOCIAL RESPONSIBILITY FOR SUSTAINABLE MARKETING
		Anheuser-Busch: Becoming the Best Beer Company in a Better World
			Responsible Drinking
			Environmental Sustainability
		Nature and Significance of Marketing Ethics
			An Ethical/Legal Framework for Marketing
			Critical Perceptions of Ethical Behavior
		Four Factors Affect Ethical Marketing Behavior
			Societal Culture and Norms
			Business Culture and Industry Practices
			Making Responsible Decisions: Corporate Conscience in the Cola War
			Marketing Insights About Me: Is Corruption More or Less Common in My Country?
			Corporate Culture and Expectations
			Your Personal Moral Philosophy and Ethical Behavior
		Understanding Social Responsibility for Sustainable Marketing
			Three Concepts of Social Responsibility
			Marketing Matters: Will Consumers Switch Brands for a Cause? Yes, If . . .
			The Social Audit and Sustainable Development: Doing Well by Doing Good
			Turning the Tables: Consumer Ethics and Social Responsibility
		Learning Objectives Review
		Learning Review Answers
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 4: Toyota: Where the Future Is Available Today
Part 2 Understanding Buyers and Markets
	5 UNDERSTANDING CONSUMER BEHAVIOR
		Enlightened Carmakers Know What Custom(h)ers and Influenc(h)ers Value
		Consumer Purchase Decision Process and Experience
			Problem Recognition: Perceiving a Need
			Information Search: Seeking Value
			Alternative Evaluation: Assessing Value
			Purchase Decision: Buying Value
			Postpurchase Behavior: Realizing Value
			Marketing Matters: How Much Is a Satisfied Customer Worth?
			Consumer Involvement Affects Problem Solving
			Situational Influences That Affect Purchase Decisions
			Putting the Purchase Decision Process into Practice: Consumer Touchpoints and Consumer Journey Maps
		Psychological Influences on Consumer Behavior
			Consumer Motivation and Personality
			Consumer Perception
			Making Responsible Decisions: The Ethics of Subliminal Messages
			Consumer Learning
			Consumer Values, Beliefs, and Attitudes
			Consumer Lifestyle
			Marketing Insights About Me: What Motivates You? It Depends on Your Mindset
		Sociocultural Influences on Consumer Behavior
			Personal Influence
			Marketing Matters: BzzAgent—the Buzz Experience
			Reference Group Influence
			Applying Marketing Metrics: Are Your Customers Recommending Your Company or Brand?
			Social Class Influence
			Family Influence
			Culture and Subculture Influences
		Learning Objectives Review
		Learning Review Answers
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 5: Coppertone: Creating the Leading Sun Care Brand by Understanding Consumers
	6 UNDERSTANDING ORGANIZATIONS AS CUSTOMERS
		Organizational Buying Is Marketing, Too! Purchasing Publication Paper for JCPenney
		Business-to-Business Marketing and Organizational Buyers
			Organizational Buyers
			Organizational Markets
			Measuring Organizational Markets
		Characteristics of Organizational Buying
			Demand Characteristics
			Size of the Order or Purchase
			Number of Potential Buyers
			Organizational Buying Objectives
			Organizational Buying Criteria
			Buyer–Seller Relationships and Supply Partnerships
			Marketing Matters: At Milsco Manufacturing, “Our Marketing Philosophy Is Designed to Develop Partnerships” and Deliver a Great Ride for Customers’ Seats
		The Organizational Buying Function, Process, and Buying Center
			The Buying Function in Organizations
			Making Responsible Decisions: Sustainable Procurement for Sustainable Growth at Starbucks
			Stages in the Organizational Buying Process
			The Buying Center: A Cross-Functional Group
		Online Buying in Business-to-Business Marketing
			Prominence of Online Buying in Organizational Markets
			E-Marketplaces: Virtual Organizational Markets
			Marketing Matters: eBay Means Business for Business-to-Business Marketing Entrepreneurs, Too!
			Online Auctions in Organizational Markets
		Learning Objectives Review
		Learning Review Answers
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 6: Trek: Building Better Bikes through Organizational Buying
	7 UNDERSTANDING AND REACHING GLOBAL CONSUMERS AND MARKETS
		Transforming the Way India Sells and Buys: Amazon India Builds a Multibillion-Dollar Operation from the Ground up to the Cloud
			Amazon’s Awesome Opportunity in India
			Amazon’s Awesome Challenges in India
			Failure Was Not an Option
		Dynamics of World Trade
			Global Perspective on World Trade
			United States’ Perspective on World Trade
		Marketing in a Dynamic Global Economy
			Economic Protectionism by Individual Countries
			Making Responsible Decisions: Global Ethics and Global Economics—The Case of Protectionism
			Economic Integration among Countries
			Global Competition among Global Companies for Global Consumers
			Marketing Matters: The Global Teenager—A Market of Voracious Consumers
			The Presence of a Networked Global Marketspace
			The Prevalence of Economic Espionage
		A Global Environmental Scan
			Cultural Diversity
			Economic Considerations
			Political-Regulatory Climate
		Comparing Global Market-Entry Strategies
			Marketing Matters: Creative Cosmetics and Creative Export Marketing in Japan
			Exporting
			Licensing
			Joint Venture
			Direct Investment
		Crafting a Worldwide Marketing Program
			Product and Promotion Strategies
			Distribution Strategy
			Pricing Strategy
		Learning Objectives Review
		Learning Review Answers
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 7: Mary Kay, Inc.: Launching Pink Young in China
Part 3 Targeting Marketing Opportunities
	8 MARKETING RESEARCH: FROM CUSTOMER INSIGHTS TO ACTIONS
		Hollywood Loves Marketing Research!
			A Film Industry Secret
		The Role of Marketing Research
			What Is Marketing Research?
			The Challenges in Doing Good Marketing Research
			Five-Step Marketing Research Approach
		Step 1: Define the Problem
			Set the Research Objectives
			Identify Possible Marketing Actions
		Step 2: Develop the Research Plan
			Specify Constraints
			Identify Data Needed for Marketing Actions
			Determine How to Collect Data
		Step 3: Collect Relevant Information
			Secondary Data: Internal
			Secondary Data: External
			Marketing Matters: Online Databases and Internet Resources Useful to Marketers
			Advantages and Disadvantages of Secondary Data
			Primary Data: Watching People
			Primary Data: Asking People
			Primary Data: Other Sources
			Applying Marketing Metrics: Are the Carmex Social Media Programs Working Well?
			Making Responsible Decisions: Your Digital Life Is Transparent: The Downside of Data Mining
			Advantages and Disadvantages of Primary Data
			Analyzing Primary Data Using Cross Tabulations
		Step 4: Develop Findings
			Analyze the Data
			Present the Findings
		Step 5: Take Marketing Actions
			Make Action Recommendations
			Implement the Action Recommendations
			Evaluate the Results
		Sales Forecasting Techniques
			Judgments of the Decision Maker
			Surveys of Knowledgeable Groups
			Statistical Methods
		Learning Objectives Review
		Learning Review Answers
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 8: Carmex® (A): Leveraging Facebook for Marketing Research
	9 MARKET SEGMENTATION, TARGETING, AND POSITIONING
		There Is Only One Word for the Zappos Experience: WOW!
			Segmentation Is Zappos’s Secret to Success
			Delivering WOW through Customer Service
		Why Segment Markets?
			What Market Segmentation Means
			When and How to Segment Markets
		Steps in Segmenting and Targeting Markets
			Step 1: Group Potential Buyers into Segments
			Marketing Insights About Me: To Which “Flock” Do You Belong?
			Applying Marketing Metrics: What Is the Lifetime Value of a McDonald’s and Burger King Customer?
			Step 2: Group Products to Be Sold into Categories
			Step 3: Develop a Market-Product Grid and Estimate the Size of Markets
			Step 4: Select Target Markets
			Step 5: Take Marketing Actions to Reach Target Markets
			Market-Product Synergies: A Balancing Act
			Marketing Matters: Apple’s Segmentation Strategy—Camp Runamok No Longer
		Positioning the Product
			Two Approaches to Product Positioning
			Writing a Product Positioning Statement
			Product Positioning Using Perceptual Maps
			A Perceptual Map to Reposition Chocolate Milk for Adults
		Learning Objectives Review
		Learning Review Answers
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 9: Prince Sports, Inc.: Tennis Racquets for Every Segment
Part 4 Satisfying Marketing Opportunities
	10 DEVELOPING NEW PRODUCTS AND SERVICES
		Apple: The World-Class New-Product Machine
			Apple’s New-Product Development Successes
			Apple’s New-Product Development Stumbles
			The Next Chapter in Apple’s Story: An Apple-Enabled iCar?
		What Are Products and Services?
			A Look at Goods, Services, and Ideas
			Classifying Products
			Classifying Services
			Product Classes, Forms, Items, Lines, and Mixes
		New Products and Why They Succeed or Fail
			What Is a New Product?
			Marketing Matters: Too Much of a Good Thing: Feature Bloat and Feature Fatigue in New-Product Development
			Why Products and Services Succeed or Fail
			Tracking New-Product Performance
			Applying Marketing Metrics: Do Your New Products Have Vitality?
		The New-Product Development Process
			Stage 1: New-Product Strategy Development
			Stage 2: Idea Generation
			Stage 3: Screening and Evaluation
			Stage 4: Business Analysis
			Marketing Matters: Was the Google Glass Half Full or Half Empty?
			Stage 5: Development
			Stage 6: Market Testing
			Stage 7: Commercialization
		Learning Objectives Review
		Learning Review Answers
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 10: GoPro: Making All of Us Heroes with Exciting New Products
	11 MANAGING SUCCESSFUL PRODUCTS, SERVICES, AND BRANDS
		Gatorade: Bringing Science to Sweat for 60 Years
			Creating the Gatorade Brand
			Building the Gatorade Brand
		Charting the Product Life Cycle
			Introduction Stage
			Growth Stage
			Maturity Stage
			Decline Stage
			Three Aspects of the Product Life Cycle
			Marketing Matters: Will E-Mail Spell Extinction for Fax Machines?
			The Product Life Cycle and the Diffusion of Innovation
		Managing the Product Life Cycle
			Role of a Product Manager
			Modifying the Product
			Modifying the Market
			Applying Marketing Metrics: Knowing Your CDI and BDI
			Repositioning the Product
			Making Responsible Decisions: Consumer Economics of Shrinkflation—Get Less, Pay More
		Branding and Brand Management
			Marketing Insights About Me: Do You Want to Start a Business Using Your Own Name? Better Check First!
			Brand Personality and Brand Equity
			Picking a Good Brand Name
			Branding Strategies
		Packaging and Labeling Products
			Creating Customer Value and Competitive Advantage through Packaging and Labeling
			Marketing Matters: Creating Customer Value through Packaging—Pez Heads Dispense More Than Candy
			Packaging and Labeling Challenges and Responses
		Learning Objectives Review
		Learning Review Answers
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 11: Justin’s: Managing a Successful Product with Passion
	12 SERVICES MARKETING
		Marketing Helped Airbnb Survive the Pandemic, Now Demand Exceeds Supply!
		The Uniqueness of Services
			The Four I’s of Services
			The Service Continuum
			Classifying Services
			Marketing Matters: Social Marketing Is a Must for Nonprofits
		How Consumers Purchase Services
			The Purchase Process
			Assessing Service Quality
			Customer Contact and Relationship Marketing
			Marketing Matters: Managing Service Failures: The Importance of Monitoring and Guarantees
		Managing the Marketing of Services
			Product (Service)
			Price
			Place (Distribution)
			Promotion
			People
			Physical Environment
			Process
			Applying Marketing Metrics: Are JetBlue’s Flights Profitably Loaded?
		Services in the Future
		Learning Objectives Review
		Learning Review Answers
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 12: Minnesota Lynx: Building a Team Brand and Being a Vehicle for Change!
	13 BUILDING THE PRICE FOUNDATION
		VIZIO, Inc.—Building a Smart TV Brand at a Great Value
		Nature and Importance of Price
			What Is a Price?
			Price Is What a Consumer Pays, Value Is What a Consumer Receives
			Marketing Matters: Does Spirit Airlines Engage in Value Pricing? For Some Yes, for Others No
			Price in the Marketing Mix
		Step 1: Identify Pricing Objectives and Constraints
			Identifying Pricing Objectives
			Identifying Pricing Constraints
		Step 2: Estimate Demand and Revenue
			Estimating Demand
			Price Elasticity of Demand
			Fundamentals of Estimating Revenue
			Marketing Matters: Using Big Data to Curb Smoking: Uncovering the Price Elasticity of Demand for Cigarettes
		Step 3: Determine Cost, Volume, and Profit Relationships
			The Importance of Costs and Margins
			Break-Even Analysis
		Learning Objectives Review
		Learning Review Answers
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 13: Washburn Guitars: Using Break-Even Points to Make Pricing Decisions
	14 ARRIVING AT THE FINAL PRICE
		E-Books and E-Conomics: A Twisted Tale of Pricing for Profit
			Setting the Stage with e-Readers: Amazon’s Kindle
			Printed Book Pricing Practices
			Enter e-Books
			Pricing e-Books . . . Profitably
		Step 4: Select an Approximate Price Level
			Demand-Oriented Pricing Approaches
			Marketing Matters: Energizer’s Lesson in Price Perception—Value Lies in the Eye of the Beholder
			Cost-Oriented Pricing Approaches
			Profit-Oriented Pricing Approaches
			Competition-Oriented Pricing Approaches
			Applying Marketing Metrics: Are Red Bull Prices Above, At, or Below the Market?
		Step 5: Set the List or Quoted Price
			Choose a Price Policy
			Making Responsible Decisions: The Ethics and Economics of Surge Pricing
			Consider Company, Customer, and Competitive Effects on Pricing
			Balance Incremental Costs and Revenues
		Step 6: Make Special Adjustments to the List or Quoted Price
			Discounts
			Allowances
			Geographical Adjustments
			Marketing Matters: Everyday Low Prices at the Supermarket = Everyday Low Profits—Creating Customer Value at a Cost
			Legal and Regulatory Aspects of Pricing
		Learning Objectives Review
		Learning Review Answers
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 14: Carmex (B): Setting the Price of the Number One Lip Balm
		Appendix B Financial Aspects of Marketing
	15 MANAGING MARKETING CHANNELS AND SUPPLY CHAINS
		Eddie Bauer: The “Brick, Click, and Flip” Pick for the Active Outdoor Enthusiast
			Eddie Bauer’s Multichannel Marketing Strategy
			Supply Chain Dynamics at Eddie Bauer
		Nature and Importance of Marketing Channels
			What Is a Marketing Channel of Distribution?
			How Customer Value Is Created by Intermediaries
		Marketing Channel Structure and Organization
			Marketing Channels for Consumer Products and Services
			Marketing Channels for Business Products and Services
			Digital Marketing Channels
			Direct to Consumer and Multichannel Marketing
			Dual Distribution and Strategic Channel Alliances
			Marketing Matters: Nestl. and General Mills—Cereal Partners Worldwide
			Vertical Marketing Systems
		Marketing Channel Choice and Management
			Factors Affecting Channel Choice and Management
			Managing Channel Relationships: Conflict and Cooperation
			Applying Marketing Metrics: Channel Sales and Profit at Charlesburg Furniture
		Logistics and Supply Chain Management
			Supply Chains versus Marketing Channels
			Sourcing, Assembling, and Delivering a New Car: The Automotive Supply Chain
			Supply Chain Management and Marketing Strategy
			Marketing Matters: IBM’s Watson Supply Chain—Delivering a Total Solution for Its Customers
		Two Concepts of Logistics Management in a Supply Chain
			Total Logistics Cost Concept
			Customer Service Concept
		Closing the Loop in the Circular Economy: Reverse Logistics
			Making Responsible Decisions: Reverse Logistics and Green Marketing Go Together at Hewlett-Packard: Recycling e-Waste
		Learning Objectives Review
		Learning Review Answers
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 15: Amazon: Delivering the Earth’s Biggest Selection!
	16 RETAILING AND WHOLESALING
		Malls Are Reinventing Themselves, for You!
		The Value of Retailing
			Consumer Utilities Offered by Retailing
			The Global Economic Impact of Retailing
		Classifying Retail Outlets
			Making Responsible Decisions: Retailers Are Getting Serious about Sustainability!
			Form of Ownership
			Level of Service
			Type of Merchandise Line
		Nonstore Retailing
			Automatic Vending
			Direct Mail and Catalogs
			Television Home Shopping
			Online Retailing
			Telemarketing
			Direct Selling
		Formulating a Retail Strategy
			Positioning in a Retail Setting
			Retailing Mix
			Applying Marketing Metrics: Why Apple Stores May Be the Best in the United States!
		The Evolution of Retailing
			The Wheel of Retailing
			The Retail Life Cycle
		Current Trends in Retailing
			Safety and Convenience
			Marketing Matters: The Multichannel Marketing Multiplier
			Multichannel Retailing
			Data Analytics
		Wholesaling Functions and Firms
			Merchant Wholesalers
			Agents and Brokers
			Manufacturers’ Branches and Offices
		Learning Objectives Review
		Learning Review Answers
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 16: Mall of America®: America’s Biggest Mall Knows the Secret to Successful Retailing!
	17 IMPLEMENTING INTERACTIVE AND MULTICHANNEL MARKETING
		Seven Cycles Delivers Just One Bike. Yours.
		Creating Customer Value, Relationships, and Experiences in a Digital Environment
			Marketing Challenges in Two Environments
			Creating Customer Value in a Digital Environment
			Interactivity and Individuality Create Customer Relationships
			Creating a Compelling Online Customer Experience
			Applying Marketing Metrics: Sizing Up Site Stickiness at Sewell Automotive Companies
		Online Consumer Behavior and Marketing Opportunities and Practices
			Who Is the Online Consumer?
			What Consumers Buy Online
			Why Consumers Shop and Buy Online
			Making Responsible Decisions: Who Is Responsible for Internet Privacy and Security?
			When and Where Consumers Shop and Buy Online
			How Consumers Shop and Buy Online
		Cross-Channel Consumers and Multichannel Marketing
			Who Is the Cross-Channel Consumer?
			Implementing Multichannel Marketing
		Learning Objectives Review
		Learning Review Answers
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 17: Poshmark: Succeeding at Social Commerce
	18 INTEGRATED MARKETING COMMUNICATIONS AND DIRECT MARKETING
		Taco Bell Has the World’s Biggest Billboard: The Taco Moon!
		The Communication Process
			Encoding and Decoding
			Feedback
			Noise
		The Promotional Elements
			Advertising
			Personal Selling
			Public Relations
			Sales Promotion
			Direct Marketing
		Integrated Marketing Communications—Developing the Promotional Mix
			The Target Audience
			Marketing Matters: Marketers Want to Go to College, and on Spring Break, with You!
			The Product Life Cycle
			Product Characteristics
			Stages of the Consumer Journey
			Channel Strategies
		Developing an Integrated Marketing Communications Program
			Identifying the Target Audience
			Specifying Promotion Objectives
			Setting the Promotion Budget
			Applying Marketing Metrics: How Much Should You Spend on IMC?
			Selecting the Right Promotional Tools
			Designing the Promotion
			Scheduling the Promotion
		Executing and Assessing the Promotion Program
		Direct Marketing
			The Growth of Direct Marketing
			The Value of Direct Marketing
			Technological, Global, and Ethical Issues in Direct Marketing
			Making Responsible Decisions: What Is the Future of Your Privacy?
		Learning Objectives Review
		Learning Review Answers
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 18: Chipotle Mexican Grill: Where IMC Helps Deliver Food “For Real”!
	19 ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS
		Advertisers Prepare for a Cookieless Future and “Smart Audiences”!
		Types of Advertisements
			Product Advertisements
			Institutional Advertisements
		Developing the Advertising Program
			Identifying the Target Audience
			Specifying Advertising Objectives
			Setting the Advertising Budget
			Marketing Insights About Me: Are You an Expert at Picking the Best Super Bowl Ads?
			Designing the Advertisement
			Selecting the Right Media
			Applying Marketing Metrics: What Is the Best Way to Reach 1,000 Customers?
			Different Media Alternatives
			Making Responsible Decisions: Who Is Responsible for Preventing Click Fraud?
			Scheduling the Advertising
		Executing the Advertising Program
			Pretesting the Advertising
			Carrying Out the Advertising Program
		Assessing the Advertising Program
			Posttesting the Advertising
			Making Needed Changes
		Sales Promotion
			Consumer-Oriented Sales Promotions
			Trade-Oriented Sales Promotions
		Public Relations
			Publicity Tools
		Increasing the Value of Promotion
			Building Long-Term Relationships
			Self-Regulation
		Learning Objectives Review
		Learning Review Answers
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 19: Fallon Worldwide: Creating a Competitive Advantage with Creativity
	20 USING SOCIAL MEDIA AND MOBILE MARKETING TO CONNECT WITH CONSUMERS
		Consumers Are Social, Mobile, and Connected—In Their Cars!
		Understanding Social Media
			Defining Social Media
			Classifying Social Media
		Social Networks, Social Media, Influencer Marketing, and Social Shopping
			Social Media and Influencer Marketing
			Social Media and Social Shopping
		A Look at Six Prominent Social Media
			Facebook
			Instagram
			Twitter
			YouTube
			Marketing Matters: Vloggers Are the New Power Players, Worldwide!
			Pinterest
			LinkedIn
			Social Media and User Privacy
		Social Media Marketing Programs and Customer Engagement
			Applying Marketing Metrics: Measuring Your Customer Engagement Rate on Social Media
			Selecting Social Media
			Selecting Social Media Content
			Measuring the Results of Social Media Marketing Programs
			Carmex Goes Viral with Luck and a LeBron James Bear Hug
		The Future: Convergence and Mobility
			The Convergence of Real and Digital Worlds
			Mobile Marketing: Tightening Links to Marketing Actions
		Learning Objectives Review
		Learning Review Answers
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 20: Body Glove: Helping Consumers Do What They Love!
	21 PERSONAL SELLING AND SALES MANAGEMENT
		Meet Today’s Sales Professional
		Scope and Significance of Personal Selling and Sales Management
			Nature of Personal Selling and Sales Management
			Selling Happens Almost Everywhere
			Personal Selling in Marketing and Entrepreneurship
			Creating Customer Solutions and Value through Salespeople: Relationship Selling
			Marketing Matters: Science and Selling: Is Customer Value Creation in Your Genes?
		The Many Forms of Personal Selling
			Order-Taking Salespeople
			Order-Getting Salespeople
			Customer Sales Support Personnel
			Marketing Matters: Creating and Sustaining Customer Value through Cross-Functional Team Selling
		The Personal Selling Process: Building Relationships
			Prospecting: Identifying and Qualifying Prospective Customers
			Preapproach: Preparing for the Sales Call
			Approach: Making the First Impression
			Presentation: Tailoring a Solution for a Customer’s Needs
			Marketing Matters: Imagine This . . . Putting the Customer into Customer Solutions!
			Close: Asking for the Customer’s Order or Business
			Follow-Up: Solidifying the Relationship
		The Sales Management Process
			Sales Plan Formulation: Setting Direction
			Making Responsible Decisions: The Ethics of Asking Customers about Competitors
			Sales Plan Implementation: Putting the Plan into Action
			Marketing Insights About Me: What Is Your Emotional Intelligence? You Might Be Surprised.
			Salesforce Evaluation: Measuring Results
			Customer Relationship Management Systems and Technology
			Applying Marketing Metrics: Tracking Salesperson Performance at Moore Chemical & Sanitation Supply, Inc.
		Learning Objectives Review
		Learning Review Answers
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 21: Cascade Maverik: Creating an Amazing Success Story with Exceptional Salespeople
	22 PULLING IT ALL TOGETHER: THE STRATEGIC MARKETING PROCESS
		Strategic Marketing Helps General Mills “Accelerate” to Success!
			Planning for Even More Change
			Creative Initiatives at General Mills
		Marketing Basics: Doing What Works and Allocating Resources
			Finding and Using What Really Works
			Allocating Marketing Resources Using Sales Response Functions
		The Planning Phase of the Strategic Marketing Process
			The Use of Marketing Metrics in Marketing Planning
			The Time Horizon of Marketing Plans
			Competing Planning Perspectives for Pursuing Growth and Profit
			Some Marketing Planning and Strategy Lessons
		The Implementation Phase of the Strategic Marketing Process
			Is Planning or Implementation the Problem?
			Increasing Emphasis on Marketing Implementation
			Improving Implementation of Marketing Programs
			Organizing for Marketing
		The Evaluation Phase of the Strategic Marketing Process
			The Marketing Evaluation Process
			Marketing ROI, Metrics, and Dashboards
			Evaluation Using Marketing Metrics and Marketing Dashboards at General Mills
		Learning Objectives Review
		Learning Review Answers
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 22: Ford Motor Company: Applying the Strategic Marketing Process to Build a Better World
Part 5 Appendices
	Appendix C Planning a Career in Marketing
Glossary
Name Index
Company/Product Index
Subject Index