Marketing, 3rd Edition

Cover
Marketing
Brief Contents
Dedication
Preface
Acknowledgments
Detailed Contents
Part One: Marketing in the Twenty-First Century
	Chapter 1: Why Marketing Matters to You
		Executive Perspective
		The Value of Marketing
			Creating Value
			Communicating Value
			Delivering Value
		History of Marketing
			Production Orientation
			Sales Orientation
			Marketing Concept
			The Future of Marketing
		Needs Versus Wants
			Distinguishing Needs from Wants
			The Ethical Implications of Needs versus Wants
		The Marketing Mix: The Four Ps
			Product
			Price
			Place
			Promotion
		Application Exercise 1-1: Social Media in Action
		Trends Affecting Marketing
			Global Marketing
			Marketing Analytics
			Ethics in Marketing
		Application Exercise 1-2
		Marketing for Nonprofit Organizations
		Today’s Professional
		Marketing Yourself
		Application Exercise 1-3
		Summary
		Key Terms
		Marketing Plan Exercise
		Discussion Questions
		Social Media Application
		Marketing Analytics Exercise
		Ethical Challenge
		Video Case
		Career Tips
		Chapter Notes
	Chapter 2: Strategic Planning
		Executive Perspective
		The Importance of Strategic Planning
		Mission Statement
		The Marketing Plan
			Executive Summary
			Situation Analysis
			Marketing Strategy
			Financials
			Controls
		Tools and Techniques for the Situation Analysis
			Market Summary
			SWOT Analysis
		Application Exercise 2-1
			Competition Analysis
		Basic Tools and Techniques of Marketing Strategy
			Segmentation, Target Markets, and Positioning
			Strategic Direction
		Application Exercise 2-2
			Marketing Mix
		Application Exercise 2-3: Social Media in Action
		Marketing Strategy in a Global Context
			Exporting
			Licensing
			Franchising
			Joint Venture
			Direct Ownership
		Application Exercise 2-4
		Marketing Analytics
			Return on Marketing Investment
			Revenue Analysis
			Market Share Analysis
			Profitability Analysis
		Today’s Professional
		Summary
		Key Terms
		Marketing Plan Exercise
		Discussion Questions
		Social Media Application
		Marketing Analytics Exercise
		Ethical Challenge
		Video Case
		Career Tips
		Chapter Notes
		Appendix 2 Sample Marketing Plan: Cuisine Masters Restaurant Supply
	Chapter 3: The Global Environment
		Executive Perspective
		Competitive Environment
			Direct Competition
			Indirect Competition
		External Marketing Environment
			Economic Factors
			Demographic Factors
		Application Exercise 3-1: Social Media in Action
			Sociocultural Factors
			Political Factors
			Legal Factors
			Technological Factors
		Application Exercise 3-2
		International Marketing Environment
			Currency Fluctuation
			Income Distribution
			Using Metrics to Analyze International Markets
			Major Trade Agreements and Organizations
		Application Exercise 3-3
			Technology
			Cultural Fit
		Today’s Professional
		Interactive Assignment 3-4
		Nonprofit Marketing Environment
			Economic Factors
			Political Factors
			Legal Factors
			Technology Factors
		Summary
		Key Terms
		Marketing Plan Exercise
		Discussion Questions
		Social Media Application
		Marketing Analytics Exercise
		Ethical Challenge
		Video Case
		Career Tips
		Chapter Notes
Part Two: Understanding Your Customer
	Chapter 4: Consumer Behavior
		Executive Perspective
		Understanding Consumer Behavior
			Traditional Perspectives on Consumer Decision Making
			Inside Buyers’ Brains
		Consumer Decision-Making Processes
			Problem Recognition
			Information Search
		Application Exercise 4-1: Social Media in Action
			Evaluating Alternatives
			Outlet Selection and Purchase
			Post-Purchase Evaluation
		Application Exercise 4-2
		Cultural and Social Influences on Consumer Behavior
			Culture
			Social Factors
		Individual Influences on Consumer Behavior
			Personality
			Lifestyle
			Values
		Psychological Influences on Consumer Behavior
			Perception
			Motivation
			Attitudes
			Learning
		Application Exercise 4-3
		Situational Influences on Consumer Behavior
			Time
			Involvement
		Business-to-Business Marketing
			Professional Purchasing
			Derived Demand
			Fewer Buyers, Larger Purchases
		Types of Business Customers
			Producers
			Reseller Markets
			Government Markets
			Institutional Markets
		Business Buying Behavior
			B2B Buying Situations
		Today’s Professional
			Buying Centers
		Summary
		Key Terms
		Marketing Plan Exercise
		Discussion Questions
		Social Media Application
		Marketing Analytics Exercise
		Ethical Challenge
		Video Case
		Career Tips
		Chapter Notes
	Chapter 5: Marketing Research
		Executive Perspective
		Transforming Market Information into Consumer Insights
			What Is Marketing Research?
			Challenges to Conducting Effective Marketing Research
			Marketing Research and You
		Managing Market Information
			The Rise of Big Data
			Marketing Information Systems
		The Marketing Research Process
			Step 1: Define the Problem
			Step 2: Develop a Research Plan
			Step 3: Collect Data
			Step 4: Analyze the Data
			Step 5: Present Results and Take Action
		Application Exercise 5-1
		Global Marketing Research
			Challenges Unique to International Marketing Research
		Twenty-First-Century Marketing Research Trends
			Using Social Media for Research
		Application Exercise 5-2: Social Media in Action
			Mobile Marketing Research
			Neuromarketing
		Application Exercise 5-3
		Marketing Research Ethics
			Privacy in a Digital Age
			Standards for Ethical Marketing Research
		Today’s Professional
		Summary
		Key Terms
		Marketing Plan Exercise
		Discussion Questions
		Social Media Application
		Marketing Analytics Exercise
		Ethical Challenge
		Video Case
		Career Tips
		Chapter Notes
	Chapter 6: Product Development
		Executive Perspective
		What Is a New Product?
			New-to-the-Market Products
			New-Category Entries
			Product-Line Extensions
			Revamped Products
		Application Exercise 6-1
		The Stages of New-Product Development
			Stage 1: New-Product Strategy Development
			Stage 2: Idea Generation
			Stage 3: Idea Screening
			Stage 4: Business Analysis
			Stage 5: Product Development
			Stage 6: Test Marketing
			Stage 7: Product Launch
		Application  Exercise 6-2: Social Media in Action
		Risks in New-Product Development
			Categorizing Risks in New-Product Development
			Reducing Risks in New-Product Development
		Ethical and Sustainability Issues in New-Product Development
			Ethical Issues
			Sustainability Issues
		Product Adoption
			Types of Adopters
			Product Characteristics
		The Product Life Cycle
			Stages of the Product Life Cycle
		Today’s Professional
		Application Exercise 6-3
			Estimating the Length of a Product’s Life
			Projecting the Shape of the PLC Curve
			Strategic Implications for the Marketing Mix
		Summary
		Key Terms
		Marketing Plan Exercise
		Discussion Questions
		Social Media Application
		Marketing Analytics Exercise
		Ethical Challenge
		Video Case
		Career Tips
		Chapter Notes
	Chapter 7: Segmentation, Targeting, and Positioning
		Executive Perspective
		Market Segmentation
			The Importance of Market Segmentation
			Criteria for Effective Market Segmentation
		Segmentation Bases
			Demographic Segmentation
			Geographic Segmentation
			Psychographic Segmentation
		Application Exercise 7-1
			Behavioral Segmentation
			Business-to-Business Segmentation Bases
			The Role of Social Media in Market Segmentation
		Application Exercise 7-2: Social Media in Action
		International Market Segmentation
			International Segmentation Bases
			International Market Segments and the Marketing Mix
		Selecting Target Markets
			Factors in Selecting Target Markets
			Target Marketing Analytics
		Target Marketing Strategies
			Undifferentiated Targeting
			Differentiated Targeting
			Niche Marketing
		Ethical Issues in Target Marketing
		Today’s Professional
		Market Positioning
			Steps in Market Positioning
		Application Exercise 7-3
			Positioning Statement
			Repositioning
		Summary
		Key Terms
		Marketing Plan Exercise
		Discussion Questions
		Social Media Application
		Marketing Analytics Exercise
		Ethical Challenge
		Video Case
		Career Tips
		Chapter Notes
Part Three: Reaching Your Customer
	Chapter 8: Promotional Strategies
		Executive Perspective
		Promotion Mix
			Elements of the Promotion Mix
			Integrated Marketing Communications
			Finding the Optimal Promotion Mix
		Advertising
			Television Advertising
			Internet Advertising
		Application Exercise 8-1: Social Media in Action
			Print Advertising
			Radio Advertising
			Outdoor Advertising
			Nontraditional Advertising
		Application Exercise 8-2
		Sales Promotion
			Coupons
			Rebates
			Samples
			Contests and Sweepstakes
			Premiums
			Loyalty Programs
			Trade Sales Promotions
		Personal Selling
		Public Relations
			Public Relations Tools
			The Impact of Social Media on Public Relations
			Crisis Management
			The Changing Face of Public Relations
		Promotional Metrics
			Measuring Advertising Effectiveness
			Measuring Social Media Effectiveness
		Promotion-Mix Budgeting Strategies
			Affordable Method
			Percentage-of-Sales Method
			Objective-and-Task Method
		Application Exercise 8-3
		Today’s Professional
		Summary
		Key Terms
		Marketing Plan Exercise
		Discussion Questions
		Social Media Application
		Marketing Analytics Exercise
		Ethical Challenge
		Video Case
		Career Tips
		Chapter Notes
	Chapter 9: Personal Selling
		Executive Perspective
		Value Creation and Communication through  Personal Selling
			The Strategic Role of the Sales Force
			Factors That Influence Use of Personal Selling
			Personal Selling in the Digital Era
			Career Opportunities in Sales
		Types of Sales Positions
			New-Business Salespeople
			Order-Takers
			Consultative Sellers
			Missionary Salespeople
			Key-Account Sellers
			Sales Management and Support
		Application Exercise 9-1
		The Personal Selling Process
			Prospecting and Qualifying
			Pre-approach
			Approach
			The Presentation
			Handling Objections
			Gaining Commitment
			Follow-Up
			Applying the Personal Selling Process to Your Future Job Search
		Application Exercise 9-2
		Foundations of Sales Success
			Positive Self-Concept
			Market-Related Knowledge
			Selling-Related Knowledge
		Sales Technology and Social Selling
			Sales Technology and Analytics
			Social Selling
		Application Exercise 9-3: Social Media in Action
		Sales Force Strategy, Design, and Evaluation
			Sales Force Structure
			Sales Force Leadership
		Ethical Issues in Personal Selling and Sales Management
			Standards of Sales Professional Conduct
		Today’s Professional
		Summary
		Key Terms
		Marketing Plan Exercise
		Discussion Questions
		Social Media Application
		Marketing Analytics Exercise
		Ethical Challenge
		Video Case
		Career Tips
		Chapter Notes
	Chapter 10: Supply Chain and Logistics Management
		Executive Perspective
		Supply Chains
			Supply Chain Flows through Marketing Channels
		Supply Chain Management
			What Is Supply Chain Management?
			Supply Chain Integration
		Supply Chain Strategy
			Push Strategy
			Pull Strategy
			Hybrid (Push-Pull) Strategy
			Selecting the Appropriate Strategy
		Application Exercise 10-1
		What Is Logistics?
			The Impact of Logistics
			Aligning Logistics with Supply Chain Strategies
		Logistics Functions
			Managing Inventories
			Purchasing
			Materials Management, Warehousing, and Distribution
		Today’s Professional
		Application Exercise 10-2: Social Media in Action
		Supply Chains and Sustainability
			Supply Chain Design and Sustainability
		Application Exercise 10-3
		Summary
		Key Terms
		Marketing Plan Exercise
		Discussion Questions
		Social Media Application
		Marketing Analytics Exercise
		Ethical Challenge
		Video Case
		Career Tips
		Chapter Notes
	Chapter 11: Pricing
		Executive Perspective
		The Importance of Pricing
		The Price-Setting Process
			Step 1: Define the Pricing Objectives
			Step 2: Evaluate Demand
			Step 3: Determine the Costs
			Step 4: Analyze the Competitive Price Environment
			Step 5: Choose a Price
			Step 6: Monitor and Evaluate the Effectiveness of the Price
		Application Exercise 11-1
		Pricing Tactics
			Markup Pricing
			Odd/Even Pricing
			Prestige Pricing
			Loss-Leader Pricing
			Seasonal Discounts
			Price Bundling
		Application Exercise 11-2
		Technology and Pricing
			Mobile Applications
			Dynamic Pricing
			Name-Your-Own-Price
		Global Pricing
			Gray Market
			Tariffs
		Today’s Professional
			Dumping
		Legal and Ethical Issues in Pricing
			Price Discrimination
		Application Exercise 11-3: Social Media in Action
			Price Fixing
			Predatory Pricing
			Deceptive Pricing
			U.S. Laws Affecting Pricing
		Application Exercise 11-4
		Summary
		Key Terms
		Marketing Plan Exercise
		Discussion Questions
		Social Media Application
		Marketing Analytics Exercise
		Ethical Challenge
		Video Case
		Career Tips
		Chapter Notes
	Chapter 12: Retailing
		Executive Perspective
		What Is Retailing? Why Is It Important?
			Global Retailing, E-commerce, and the Ever-Changing Face of Retailing
			Careers in Retailing
		How Marketers Classify Retailers
			Level of Service
			Ownership and Organization
			Breadth and Depth of Merchandise Assortment
			Merchandise Pricing
		Application Exercise 12-1
		Types of Retail Stores
			Discount Stores
			Supermarkets and Grocery Stores
			Warehouse Clubs
			Convenience Stores
			Drugstores
			Department Stores
			Specialty Stores
			Off-Price and Extreme-Value Retailers
			Services Retailers
		Application Exercise 12-2
		Online Retailing and Other Nonstore Retail Formats
			Online Retailing
			Catalog Marketing and Video Commerce
			Automated Vending
			Direct Selling
		Application Exercise 12-3: Social Media in Action
		Retail Marketing Strategy
			Retailer Operational Efficiency
			Store Location and Site Selection
			Store Image and Retailer Positioning
		Today’s Professional
		Twenty-First-Century Retailing
			Omnichannel Retailing
			Big Data and Retail Analytics
			Competing on Customer Experience
			Retail Technology
		Summary
		Key Terms
		Marketing Plan Exercise
		Discussion Questions
		Social Media Application
		Marketing Analytics Exercise
		Ethical Challenge
		Video Case
		Career Tips
		Chapter Notes
	Chapter 13: Digital and Social Media Marketing
		Executive Perspective
		The Digital Marketing Revolution
			Societal Implications of an Always-Connected Consumer
			“Never Leave Home without it”: The Impact of Mobile Technology on Social Media Use
			Impact of the Digital Revolution on Marketing Practice
		Application Exercise 13-1
		Search Marketing: Increasing Online Brand Visibility
			Search Engine Optimization (SEO) and Search Engine Marketing (SEM)
			How Does Online Search Work?
		Application Exercise 13-2
		Social Media Marketing
			Engaging Consumers through Social Media Marketing
		Application Exercise 13-3: Social Media in Action
		Content Marketing and Location-Based Services
			Content Marketing Techniques and Sources
			Location-Based Marketing: Bringing Relevance to Digital Content
		Social Customer Care and Social Media Marketing Metrics
			Social Listening and Customer Care
			Social Media Marketing Metrics
		Today’s Professional
		Ethical Issues In Digital and Social Media Marketing
			Online Privacy and Information Security
			Unethical Targeting of Digital Customers
			Ethical Best Practices in Social Media Marketing
		Summary
		Key Terms
		Marketing Plan Exercise
		Discussion Questions
		Social Media Application
		Marketing Analytics Exercise
		Ethical Challenge
		Video Case
		Career Tips
		Chapter Notes
Part Four Responding to Your Customer
	Chapter 14: Branding
		Executive Perspective
		Branding
			Developing Your Personal Brand
			Components of a Successful Brand
		Application Exercise 14-1
		Brand Equity
			Benefits of Brand Equity
			Measuring Brand Equity
		Brand Strategies
			Brand Extension
			Brand Revitalization
			Co-Branding
			Private-Label Brands
		Packaging
			Promoting Brand Image
			Reinforcing Brand Image
		Application Exercise 14-2
		The Role of Social Media in Branding
			Customer Engagement through Social Media
			Social Media Branding Goals
			Monitoring a Social Brand
		Application Exercise 14-3: Social Media in Action
		Global Branding
			The Global Strength of U.S. Brands
			Adapting Brands to the Global Market
		Today’s Professional
		Application Exercise 14-4
		Branding for Nonprofit Organizations
			Nonprofit Brand Equity
			Measuring Nonprofit Brand Equity
		Summary
		Key Terms
		Marketing Plan Exercise
		Discussion Questions
		Social Media Application
		Marketing Analytics Exercise
		Ethical Challenge
		Video Case
		Career Tips
		Chapter Notes
	Chapter 15: Customer Relationship Management
		Executive Perspective
		What Is Customer Service?
			Defining Customer Service
			Establishing Customer Service Policies
			The Role of Social Media in Customer Service
		Application Exercise 15-1: Social Media in Action
			Tracking Performance through Customer Service Metrics
		Application Exercise 15-2
		Gaining and Keeping Loyal Customers
			The Bases of Customer Satisfaction
			The GAP Model
			Limitations on Customer Satisfaction
		Improving Customer Relationships
			Relationship Marketing
			Empowering Service Employees
			Service Recovery
		Customer Relationship Management
			Objectives of Customer Relationship Management
			The CRM Process
		Application Exercise 15-3
			Leveraging Customer Information
		Security and Ethical Issues in Customer Relationship Management
		Determining the Effectiveness of Customer Relationship Management
		Today’s Professional
		Summary
		Key Terms
		Marketing Plan Exercise
		Discussion Questions
		Social Media Application
		Marketing Analytics Exercise
		Ethical Challenge
		Video Case
		Career Tips
		Chapter Notes
	Chapter 16: Social Responsibility and Sustainability
		Executive Perspective
		Corporate Social Responsibility
			Economic Dimension
			Legal Dimension
			Ethical Dimension
			Philanthropic Dimension
		Application Exercise 16-1
			Developing a Successful Corporate Social Responsibility Program
			Analytics for Auditing a Corporate Social Responsibility Program
			Volunteerism
		Sustainable Marketing
			Sustainability Vision
			Consumerism
		Application Exercise 16-2
		Environmental Marketing
			Environmental Marketing Strategies
		Application Exercise 16-3
			Benefits of Environmental Marketing
			Environmental Regulation
		Global Environmentalism and Sustainability
			Global Challenges and Opportunities
		Today’s Professional
			Rationalizing Global Sustainability
		The Impact of Social Media on Corporate Social Responsibility
			Social Media–Based Corporate Social Responsibility Initiatives
			Social Media and Global Sustainability
		Application Exercise 16-4: Social Media in Action
		Summary
		Key Terms
		Marketing Plan Exercise
		Discussion Questions
		Social Media Application
		Marketing Analytics Exercise
		Ethical Challenge
		Video Case
		Career Tips
		Chapter Notes
Appendix: Sample Marketing Plan
Glossary
Company Index
Name Index
Subject Index