Marketing

Cover
Title Page
Copyright Page
Dedication
About the Authors
Acknowledgments
Brief Contents
Table of Contents
SECTION 1 ASSESSING THE MARKETPLACE
	1 OVERVIEW OF MARKETING
		WHAT IS MARKETING?
			Marketing Is about Satisfying Customer Needs and Wants
			Marketing Entails an Exchange
			Marketing Requires Product, Price, Place, and Promotion Decisions
				Superior Service 1.1: A Service for Fliers, a Moneymaker for JetBlue Airlines: Wi-Fi-Enabled Shopping in the Air
				Marketing Analytics 1.1: Location, Location, Analytics: Starbucks\' Use of Data to Place New Stores
			Marketing Can Be Performed by Individuals and Organizations
			Marketing Affects Various Stakeholders
			Marketing Helps Create Value
				Adding Value 1.1: The Meaning of Best Value: Whole Foods\' Purpose-Based Marketing
			How Do Marketing Firms Become More Value Driven?
				Social & Mobile Marketing 1.1: What Comes Around: Marketing Today
		WHY IS MARKETING IMPORTANT?
			Marketing Expands Firms\' Global Presence
			Marketing Is Pervasive across Marketing Channel Members
			Marketing Enriches Society
				Ethical & Societal Dilemma 1.1: Free Fruit for Children: What Could Go Wrong?
			Marketing Can Be Entrepreneurial
		Reviewing Learning Objectives
		Key Terms
		Marketing Digitally
		Marketing Applications
		Quiz Yourself
		Chapter Case Study: From Beans to Pralines: The Global Chocolate Market
	2 DEVELOPING MARKETING STRATEGIES AND A MARKETING PLAN
		WHAT IS A MARKETING STRATEGY?
			Customer Excellence
				Superior Service 2.1: Amazon Is about Products, Delivery, Prices, and Now Home Services
			Operational Excellence
			Product Excellence
			Locational Excellence
			Multiple Sources of Advantage
		THE MARKETING PLAN
			Step 1: Define the Business Mission
			Step 2: Conduct a Situation Analysis
				Adding Value 2.1: Small Coke Cans: Are Consumers Paying More for Less, or Are They Just Paying to Get What They Want?
			Step 3: Identify and Evaluate Opportunities Using STP (Segmentation, Targeting, and Positioning)
			Step 4: Implement Marketing Mix and Allocate Resources
			Step 5: Evaluate Performance Using Marketing Metrics
				Social & Mobile Marketing 2.1: Making Snapchat More Strategic: How CoverGirl Uses Geotargeting to Leverage the Marketing Potential of a Fun App
				Ethical & Societal Dilemma 2.1: Volkswagen\'s \"Dieselgate\" Scandal
				Marketing Analytics 2.1: The First Name in Predictive Analytics: Google
			Strategic Planning Is Not Sequential
		GROWTH STRATEGIES
			Market Penetration
			Market Development
			Product Development
			Diversification
		Reviewing Learning Objectives
		Key Terms
		Marketing Digitally
		Marketing Applications
		Quiz Yourself
		Toolkit SWOT Analysis
		Chapter Case Study: The Coffee Wars
		Appendix 2A: Writing a Marketing Plan
	3 SOCIAL AND MOBILE MARKETING
		THE 4E FRAMEWORK FOR SOCIAL MEDIA
			Excite the Customer
				Social & Mobile Marketing 3.1: Late-Night Laughs to Order
			Educate the Customer
			Experience the Product or Service
				Adding Value 3.1: Educating Customers Using HubSpot
			Engage the Customer
		THE WHEEL OF SOCIAL MEDIA ENGAGEMENT
			The Information Effect
			The Connected Effect
			The Network Effect
			The Dynamic Effect
			The Timeliness Effect
		CATEGORIES OF SOCIAL MEDIA
			Social Network Sites
				Adding Value 3.2: Mercedes-Benz Is LinkedIn
			Media-Sharing Sites
			Thought-Sharing Sites
				Ethical & Societal Dilemma 3.1: The Most Powerful and Appealing Target Market Might Be … Your Mom?
		GOING MOBILE AND SOCIAL
			App Pricing Models
		HOW DO FIRMS ENGAGE THEIR CUSTOMERS USING SOCIAL MEDIA?
			Listen
			Analyze
				Marketing Analytics 3.1: Finding a Perfect Match: How eHarmony Leverages Users\' Data to Identify Dates-and Their Consumption Patterns
			Do
				Marketing Analytics 3.2: Measuring the Coolest Tunes: A Billboard Chart for the Popularity of Music-Related Tweets
		Reviewing Learning Objectives
		Key Terms
		Marketing Digitally
		Marketing Applications
		Quiz Yourself
		Chapter Case Study: Images, Sales, Brands: How Red Bull Uses Various Social Media Techniques to Achieve All Its Objectives
	4 CONSCIOUS MARKETING, CORPORATE SOCIAL RESPONSIBILITY, AND ETHICS
		CONSCIOUS MARKETING
		MARKETING\'S GREATER PURPOSE: CORPORATE SOCIAL RESPONSIBILITY AS AN ELEMENT OF CONSCIOUS MARKETING
		THE STAKEHOLDERS OF CONSCIOUS MARKETING
			Employees
				Marketing Analytics 4.1: How Kellogg\'s Uses Analytics to Address GMO Concerns
			Customers
			Marketplace
				Adding Value 4.1: Walmart Wants to Be the Corporate \"Good Guy\"
			Society
			Environment
		INTEGRATING CONSCIOUS MARKETING THROUGHOUT THE FIRM: LEADERSHIP AND CULTURE
			Planning Phase
			Implementation Phase
				Social & Mobile Marketing 4.1: How Mobile Phones and Payments Have Created a Viable New Market at the Bottom of the Pyramid
			Control Phase
		MARKETING ETHICS AS A CONSCIOUS MARKETING PRINCIPLE
			The Nature of Ethical and Unethical Marketing Decisions
			Ethics and Corporate Social Responsibility
			A Framework for Ethical Decision Making
		Review Learning Objectives
		Key Terms
		Marketing Digitally
		Marketing Applications
		Quiz Yourself
		Chapter Case Study: Is There an App for Good Parenting?
		Appendix 4A: Understanding Ethics Using Scenarios
	5 ANALYZING THE MARKETING ENVIRONMENT
		A MARKETING ENVIRONMENT ANALYSIS FRAMEWORK
		THE IMMEDIATE ENVIRONMENT
			Company Capabilities
			Competitors
			Corporate Partners
		MACROENVIRONMENTAL FACTORS
			Culture
			Demographics
				Social & Mobile Marketing 5.1: Understanding Connections, Both with and by Young Consumers
			Social Trends
				Superior Service 5.1: The MinuteClinic Mobile App: The Latest Service Expansion by CVS
				Ethical & Societal Dilemma 5.1: Green Cereal?
			Technological Advances
				Marketing Analytics 5.1: When the Best Is Good Enough: Netflix\'s Stellar Predictive Analytics
				Adding Value 5.1: Are We There Yet? Google\'s Moves to Get Us Closer to Driverless Cars
			Economic Situation
			Political/Regulatory Environment
			Responding to the Environment
		Reviewing Learning Objectives
		Key Terms
		Marketing Digitally
		Marketing Applications
		Quiz Yourself
		Chapter Case Study: A Next-Generation Cleanser
SECTION 2 UNDERSTANDING THE MARKETPLACE
	6 CONSUMER BEHAVIOR
		THE CONSUMER DECISION PROCESS
			Need Recognition
				Marketing Analytics 6.1: Tax Time Tactics by H&R Block
			Search for Information
				Social & Mobile Marketing 6.1: The Future of Health Is Mobile
			Evaluation of Alternatives
				Ethical & Societal Dilemma 6.1: Wearing the \"Healthy\" Label: Natural and Organic Foods
			Purchase and Consumption
			Postpurchase
		FACTORS INFLUENCING THE CONSUMER DECISION PROCESS
			Psychological Factors
				Ethical & Societal Dilemma 6.2: Can Marketing Be Life Threatening? Allegations of Unethical Practices by Pharmaceutical Firms
			Social Factors
			Situational Factors
				Adding Value 6.1: Doing Everything Right-H-E-B Supermarkets
				Social & Mobile Marketing 6.2: Ensuring Mobile Dominance through In-Store Promotion
		INVOLVEMENT AND CONSUMER BUYING DECISIONS
			Extended Problem Solving
			Limited Problem Solving
		Reviewing Learning Objectives
		Key Terms
		Marketing Digitally
		Marketing Applications
		Quiz Yourself
		Chapter Case Study: The Diet Battle-Weight Watchers, Jenny Craig, and Slim-Fast
	7 BUSINESS-TO-BUSINESS MARKETING
		B2B MARKETS
			Manufacturers and Service Providers
				Marketing Analytics 7.1: Clouding over Computing Power
			Resellers
				Adding Value 7.1: The \"Alfonso Versant\" Fashion Show: Creating Excitement for a New Xerox Printer
			Institutions
			Government
				Social & Mobile Marketing 7.1: iPads Go to Work
		THE BUSINESS?TO?BUSINESS BUYING PROCESS
			Stage 1: Need Recognition
			Stage 2: Product Specification
			Stage 3: RFP Process
			Stage 4: Proposal Analysis, Vendor Negotiation, and Selection
			Stage 5: Order Specification
			Stage 6: Vendor Performance Assessment Using Metrics
		THE BUYING CENTER
			Organizational Culture
				Ethical & Societal Dilemma 7.1: Is It Business or Bribery?
			Building B2B Relationships
				Social & Mobile Marketing 7.2: Making the Most of LinkedIn
		THE BUYING SITUATION
			Adding Value 7.2: Getting Out the Message with Inbound Marketing
		Reviewing Learning Objectives
		Key Terms
		Marketing Digitally
		Marketing Applications
		Quiz Yourself
		Chapter Case Study: Staples: The Big Box Retailer That\'s Really a B2B Powerhouse
	8 GLOBAL MARKETING
		ASSESSING GLOBAL MARKETS
			Economic Analysis Using Metrics
			Analyzing Infrastructure and Technological Capabilities
			Analyzing Governmental Actions
				Ethical & Societal Dilemma 8.1: How Chinese Regulations Change Car-Buying Practices
			Analyzing Sociocultural Factors
			The Appeal of the BRIC Countries
				Social & Mobile Marketing 8.1: The Growth of Social Networking-Brazil\'s Free Market versus China\'s Restriction
		CHOOSING A GLOBAL ENTRY STRATEGY
			Exporting
			Franchising
			Strategic Alliance
			Joint Venture
				Adding Value 8.1: Tata Starbucks and the Indian Coffee Culture
			Direct Investment
		CHOOSING A GLOBAL MARKETING STRATEGY
			Target Market: Segmentation, Targeting, and Positioning
				Adding Value 8.2: Ponying Up the Latest Ford Mustang
		Reviewing Learning Objectives
		Key Terms
		Marketing Digitally
		Marketing Applications
		Quiz Yourself
		Chapter Case Study: The Globalization of the Most Ubiquitous of American Cuisines-the Hamburger
SECTION 3 TARGETING THE MARKETPLACE
	9 SEGMENTATION, TARGETING, AND POSITIONING
		THE SEGMENTATION, TARGETING, AND POSITIONING PROCESS
			Step 1: Establish the Overall Strategy or Objectives
			Step 2: Use Segmentation Methods
				Social & Mobile Marketing 9.1: Is Facebook Over?
				Marketing Analytics 9.1: A Complete Ecosystem for Coffee Drinkers: The Starbucks Mobile Plan
			Step 3: Evaluate Segment Attractiveness
				Ethical & Societal Dilemma 9.1: Congressional Hearings and the Ethical Considerations for Modern Loyalty Programs
				Superior Service 9.1: Symbiosis in Your Stay: How Hotels Leverage Their Proximity to Universities
			Step 4: Select a Target Market
			Step 5: Identify and Develop Positioning Strategy
			Positioning Methods
			Positioning Using Perceptual Mapping
		Reviewing Learning Objectives
		Key Terms
		Marketing Digitally
		Marketing Applications
		Quiz Yourself
		Chapter Case Study: Mercedes-Benz
	10 MARKETING RESEARCH
		THE MARKETING RESEARCH PROCESS
			Marketing Research Process Step 1: Defining the Objectives and Research Needs
			Marketing Research Process Step 2: Designing the Research
				Adding Value 10.1: A Key Motivation for Waking Teens Early on Weekends Disappears: Breakfast All Day at McDonalds
			Marketing Research Process Step 3: Collecting the Data
			Marketing Research Process Step 4: Analyzing the Data and Developing Insights
				Superior Service 10.1: Did You Hit the Weights or Swim a Lap Today? Your University Wants to Know-For a Good Reason
			Marketing Research Process Step 5: Developing and Implementing an Action Plan
		SECONDARY DATA
			Inexpensive External Secondary Data
			Syndicated External Secondary Data
				Social & Mobile Marketing 10.1: Nielsen Seeds to Track Viewership, Regardless of the Media People Use to Watch
			Internal Secondary Data
				Marketing Analytics 10.1: Google Analytics Promises Movie Studios the Ability to Predict Performance Weeks Prior to Opening
		PRIMARY DATA COLLECTION TECHNIQUES
			Observation
			Social Media
			In-Depth Interviews
			Focus Group Interviews
			Survey Research
			Panel- and Scanner-Based Research
			Experimental Research
			Advantages and Disadvantages of Primary and Secondary Research
		THE ETHICS OF USING CUSTOMER INFORMATION
			Ethical & Societal Dilemma 10.1: Oh, Say, Can You See? The Implications of Mannequins That Capture Shoppers\' Demographic Data
		Reviewing Learning Objectives
		Key Terms
		Marketing Digitally
		Marketing Applications
		Quiz Yourself
		Chapter Case Study: Swim, Lift, Play-But Also Donate: Using Market Research to Redefine the YMCA
		Appendix 10A: Using Secondary Data to Assess Customer Lifetime Value (CLV)
SECTION 4 VALUE CREATION
	11 PRODUCT, BRANDING, AND PACKAGING DECISIONS
		COMPLEXITY AND TYPES OF PRODUCTS
			Complexity of Products
			Types of Products
		PRODUCT MIX AND PRODUCT LINE DECISIONS
			Adding Value 11.1: An Entryway to Luxury: The Latest Entry-Level Models from High-End Car Brands
			Marketing Analytics 11.1: How Macy\'s Defines Its Assortment through Analytics
		BRANDING
			Value of Branding for the Customer
			Brand Equity for the Owner
				Ethical & Societal Dilemma 11.1: (Not) Marketing Sugary Drinks to Kids
		BRANDING STRATEGIES
			Brand Ownership
			Naming Brands and Product Lines
			Brand and Line Extensions
			Co-Branding
			Brand Licensing
			Brand Repositioning
				Adding Value 11.2: The Global Appeal and Rebranding Efforts of American Airlines
		PACKAGING
			Product Labeling
				Ethical & Societal Dilemma 11.2: Mars Inc., an Unlikely but Powerful Proponent of Sugar Labeling on Packages
		Reviewing Learning Objectives
		Key Terms
		Marketing Digitally
		Marketing Applications
		Quiz Yourself
		Chapter Case Study: From the Counterculture to the Runway: How Did Birkenstocks Become Fashionable?
	12 DEVELOPING NEW PRODUCTS
		WHY DO FIRMS CREATE NEW PRODUCTS?
			Changing Customer Needs
			Market Saturation
			Managing Risk through Diversity
				Adding Value 12.1: No Fairy Godmother Needed: How Disney Is Leveraging Its Inventory of Animated Films to Develop New Live-Action Products
			Fashion Cycles
			Improving Business Relationships
		DIFFUSION OF INNOVATION
			Innovators
			Early Adopters
				Ethical & Societal Dilemma 12.1: Drones in the Sky, Questions on the Ground
			Early Majority
			Late Majority
			Laggards
			Using the Diffusion of Innovation Theory
		HOW FIRMS DEVELOP NEW PRODUCTS
			Idea Generation
				Marketing Analytics 12.1: Data That Help the Brand and the Customer: GM\'s Big Data Use
				Social & Mobile Marketing 12.1: When Microsoft Plays Catch-Up
			Concept Testing
			Product Development
			Market Testing
			Product Launch
			Evaluation of Results
		THE PRODUCT LIFE CYCLE
			Introduction Stage
			Growth Stage
			Maturity Stage
				Adding Value 12.2: Skinny on Ingredients, Thick on Promise: The Growth of SkinnyPop Snacks
			Decline Stage
			The Shape of the Product Life Cycle Curve
			Strategies Based on Product Life Cycle: Some Caveats
		Reviewing Learning Objectives
		Key Terms
		Marketing Digitally
		Marketing Applications
		Quiz Yourself
		Chapter Case Study: Is the Glass Half Full? The Launch, Death Struggles, and Potential Reemergence of Google Glass
	13 SERVICES: THE INTANGIBLE PRODUCT
		SERVICES MARKETING DIFFERS FROM PRODUCT MARKETING
			Intangible
				Adding Value 13.1: Kola House Restaurant: Ensuring a Service Experience That Includes Pepsi
			Inseparable Production and Consumption
			Heterogeneous
			Perishable
		PROVIDING GREAT SERVICE: THE GAPS MODEL
			The Knowledge Gap: Understanding Customer Expectations
				Marketing Analytics 13.1: Using Analytics to Reduce Wait Time at Kroger
			The Standards Gap: Setting Service Standards
			The Delivery Gap: Delivering Service Quality
			The Communications Gap: Communicating The Service Promise
				Ethical & Societal Dilemma 13.1: Fake Reviews
			Service Quality and Customer Satisfaction and Loyalty
		SERVICE RECOVERY
			Listening to the Customers and Involving Them in the Service Recovery
			Finding a Fair Solution
			Resolving Problems Quickly
		Reviewing Learning Objectives
		Key Terms
		Marketing Digitally
		Marketing Applications
		Quiz Yourself
		Chapter Case Study: Transportation Network Services: Uber vs. Lyft vs. Taxis
SECTION 5 VALUE CAPTURE
	14 PRICING CONCEPTS FOR ESTABLISHING VALUE
		THE FIVE CS OF PRICING
			Company Objectives
			Customers
				Adding Value 14.1: Changing Once, Changing Twice, Changing 3 Million Times: How Amazon Prices to Win
				Marketing Analytics 14.1: Airlines Use Price Elasticities to Price Tickets
				Superior Service 14.1: The Increasing Costs of Play: New Offers and Pricing by Disney and Universal Theme Parks
			Costs
			Break-Even Analysis and Decision Making
			Markup and Target Return Pricing
			Competition
			Channel Members
		Reviewing Learning Objectives
		Key Terms
		Marketing Digitally
		Marketing Applications
		Quiz Yourself
		Chapter Case Study: Planet Fitness: Pricing for Success
	15 STRATEGIC PRICING METHODS AND TACTICS
		CONSIDERATIONS FOR SETTING PRICE STRATEGIES
			Cost-Based Methods
			Competition-Based Methods
			Value-Based Methods
				Adding Value 15.1: Value at a Premium Price: Moving Consumers Away from a View of Cheap as Valuable
				Adding Value 15.2: Walmart Offers Low-Priced Organic Foods
		PRICING STRATEGIES
			Everyday Low Pricing (EDLP)
			High/Low Pricing
			New Product Pricing Strategies
		PRICING TACTICS
			Pricing Tactics Aimed at Consumers
			Business Pricing Tactics and Discounts
		LEGAL AND ETHICAL ASPECTS OF PRICING
			Deceptive or Illegal Price Advertising
			Predatory Pricing
			Price Discrimination
			Price Fixing
				Ethical & Societal Dilemma 15.1: The Verdict: Apple Conspired to Raise Prices on eBooks
				Ethical & Societal Dilemma 15.2: Impeding the Gray Market for Luxury Goods
		Reviewing Learning Objectives
		Key Terms
		Marketing Digitally
		Marketing Applications
		Quiz Yourself
		Chapter Case Study: Pizza Players, Pizza Prices
SECTION 6 VALUE DELIVERY: DESIGNING THE CHANNEL AND SUPPLY CHAIN
	16 SUPPLY CHAIN AND CHANNEL MANAGEMENT
		THE IMPORTANCE OF MARKETING CHANNEL/SUPPLY CHAIN MANAGEMENT
			Adding Value 16.1: The Beans May Be Slow Cooked, but the Delivery Is Quick
			Marketing Channels Add Value
			Marketing Channel Management Affects Other Aspects of Marketing
		DESIGNING MARKETING CHANNELS
			Direct Marketing Channel
			Indirect Marketing Channel
		MANAGING THE MARKETING CHANNEL AND SUPPLY CHAIN
			Marketing Analytics 16.1: Analytics in Support of Anticipatory Shipping by Amazon
			Managing the Marketing Channel and Supply Chain through Vertical Marketing Systems
			Managing Marketing Channels and Supply Chains through Strategic Relationships
				Ethical & Societal Dilemma 16.1: Shrinking the Supply Chain to Supply Organic Demand
		MAKING INFORMATION FLOW THROUGH MARKETING CHANNELS
			Data Warehouse
		MAKING MERCHANDISE FLOW THROUGH MARKETING CHANNELS
			Distribution Centers versus Direct Store Delivery
				Adding Value 16.2: E-Tailing in the United States versus India
			The Distribution (or Fulfillment) Center
				Superior Service 16.1: Who Will Win the Same-Day Grocery War?
			Customer Store Pick Up
			Inventory Management through Just-in-Time Inventory Systems
		Reviewing Learning Objectives
		Key Terms
		Marketing Digitally
		Marketing Applications
		Quiz Yourself
		Chapter Case Study: Zara Delivers Fast Fashion
	17 RETAILING AND OMNICHANNEL MARKETING
		CHOOSING RETAIL PARTNERS
			Superior Service 17.1: Removing the Retailer, Burberry Seeks to Access Consumers Directly
			Channel Structure
			Customer Expectations
			Channel Member Characteristics
			Distribution Intensity
		IDENTIFY TYPES OF RETAILERS
			Food Retailers
				Adding Value 17.1: Meet the Captain and Visit the Island
				Marketing Analytics 17.1: How FreshDirect Figures Out How and When Customers Order
			General Merchandise Retailers
			Service Retailers
		DEVELOPING A RETAIL STRATEGY USING THE FOUR PS
			Product
				Adding Value 17.2: Home Depot-Providing Customers Better Access to Products
			Price
			Promotion
			Place
		THE INTERNET AND OMNICHANNEL RETAILING
			Social & Mobile Marketing 17.1: In-Store and Online Analytics at IKEA
			Deeper and Broader Selection
			Personalization
			Expanded Market Presence
			Integrated CRM
			Brand Image
			Pricing
			Supply Chain
		Reviewing Learning Objectives
		Key Terms
		Marketing Digitally
		Marketing Applications
		Quiz Yourself
		Chapter Case Study: Making Macy\'s Meaningful: Moves by the Retail Chain to Maintain Its Competitiveness
SECTION 7 VALUE COMMUNICATION
	18 INTEGRATED MARKETING COMMUNICATIONS
		COMMUNICATING WITH CONSUMERS
			The Communication Process
			How Consumers Perceive Communication
				Social & Mobile Marketing 18.1: Analyzing the Unmeasured: A Snapchat Experiment by Domino\'s to Test the Channel\'s Effectiveness
			The AIDA Model
				Adding Value 18.1: Landing an Endorsement Contract on Empire: Fiction, Reality, and Pepsi
				Ethical & Societal Dilemma 18.1: The Need to Take Risks in IMC
		CHANNELS USED IN AN INTEGRATED MARKETING COMMUNICATIONS STRATEGY
			Advertising
			Public Relations
			Sales Promotions
			Personal Selling
			Direct Marketing
			Online Marketing
		PLANNING FOR AND MEASURING IMC SUCCESS
			Goals
			Setting and Allocating the IMC Budget
			Measuring Success Using Marketing Metrics
				Adding Value 18.2: America\'s Dream Team, Brought to You by Kia
				Marketing Analytics 18.1: Puma\'s Use of Google Analytics
			Planning, Implementing, and Evaluating IMC Programs-An Illustration of Google Advertising
		Reviewing Learning Objectives
		Key Terms
		Marketing Digitally
		Marketing Applications
		Quiz Yourself
		Chapter Case Study: Taking IMC to the Max: Pepsi Max and Modern Communications
	19 ADVERTISING, PUBLIC RELATIONS, AND SALES PROMOTIONS
		STEP 1: IDENTIFY TARGET AUDIENCE
		STEP 2: SET ADVERTISING OBJECTIVES
			Informative Advertising
			Persuasive Advertising
			Reminder Advertising
			Focus of Advertisements
		STEP 3: DETERMINE THE ADVERTISING BUDGET
		STEP 4: CONVEY THE MESSAGE
			The Message
			The Appeal
		STEP 5: EVALUATE AND SELECT MEDIA
			Mass and Niche Media
			Choosing the Right Medium
			Determining the Advertising Schedule
				Social & Mobile Marketing 19.1: What Comes Around: Just as Digital Has Pushed Out Traditional, Mobile Is Pushing Out Digital Advertising
		STEP 6: CREATE ADVERTISEMENTS
			Adding Value 19.1: Selling Out or Selling Well? The Use and Choice of Popular Music in Advertising Campaigns
			Ethical & Societal Dilemma 19.1: When Makeup Companies Really Do Make Up Models\' Faces
		STEP 7: ASSESSING IMPACT USING MARKETING METRICS
		REGULATORY AND ETHICAL ISSUES IN ADVERTISING
		PUBLIC RELATIONS
		SALES PROMOTION
			Types of Sales Promotion
				Marketing Analytics 19.1: How CVS Uses Loyalty Data to Define Coupons
			Using Sales Promotion Tools
		Reviewing Learning Objectives
		Key Terms
		Marketing Digitally
		Marketing Applications
		Quiz Yourself
		Chapter Case Study: Making Mastercard Priceless
	20 PERSONAL SELLING AND SALES MANAGEMENT
		THE SCOPE AND NATURE OF PERSONAL SELLING
			Personal Selling as a Career
			The Value Added by Personal Selling
				Social & Mobile Marketing 20.1: Managing Relationships While Mobile: Sales Reports from the Field
		THE PERSONAL SELLING PROCESS
			Step 1: Generate and Qualify Leads
				Adding Value 20.1: College Athletics Turn to the Pros for Sales Help
			Step 2: Preapproach and the Use of CRM Systems
				Adding Value 20.2: Selling in the Cloud: The Growth and Success of Salesforce.com
			Step 3: Sales Presentation and Overcoming Reservations
			Step 4: Closing the Sale
			Step 5: Follow-Up
		MANAGING THE SALES FORCE
			Sales Force Structure
			Recruiting and Selecting Salespeople
			Sales Training
			Motivating and Compensating Salespeople
				Adding Value 20.2: When Tupperware Does More Than Store Food: Sales as Empowerment among Indonesian Women
		ETHICAL AND LEGAL ISSUES IN PERSONAL SELLING
			The Sales Manager and the Sales Force
			The Sales Force and Corporate Policy
			The Salesperson and the Customer
				Ethical & Societal Dilemma 20.1: When Realtors Become Reality Stars
		Reviewing Learning Objectives
		Key Terms
		Marketing Digitally
		Marketing Applications
		Quiz Yourself
		Chapter Case Study: Alta Data Solutions: Making the Sale
Glossary
Quiz Yourself Answer Key
Name Index
Company Index
Subject Index