Marketing

Front Cover......Page 1
Title Page......Page 4
Copyright......Page 5
Brief Contents......Page 8
Contents......Page 9
PART 1: The World of Marketing......Page 32
1. An Overview of Marketing......Page 33
What Is Marketing?......Page 34
Marketing Management Philosophies......Page 35
Differences between Sales and Market Orientations......Page 39
Why Study Marketing?......Page 45
Review and Applications......Page 47
Exercises......Page 48
Case Study......Page 49
Company Clips......Page 50
Careers in Marketing Appendix......Page 51
2. Strategic Planning for Competitive Advantage......Page 62
The Nature of Strategic Planning......Page 63
Defining the Business Mission......Page 65
Conducting a Situation Analysis......Page 66
Setting Marketing Plan Objectives......Page 67
Competitive Advantage......Page 68
Strategic Directions......Page 71
Describing the Target Market......Page 74
The Marketing Mix......Page 75
Following Up on the Marketing Plan......Page 76
Effective Strategic Planning......Page 78
Review and Applications......Page 79
Exercises......Page 81
Case Study......Page 82
Company Clips......Page 83
Marketing Plan Appendix......Page 84
3. Ethics and Social Responsibility......Page 92
Determinants of a Civilized Society......Page 93
The Concept of Ethical Behavior......Page 94
Ethical Behavior in Business......Page 97
Corporate Social Responsibility......Page 106
Arguments Against and For Corporate Social Responsibility......Page 108
Cause-Related Marketing......Page 112
Review and Applications......Page 114
Exercises......Page 115
Case Study......Page 116
Company Clips......Page 117
4. The Marketing Environment......Page 118
The External Marketing Environment......Page 119
Social Factors......Page 121
Demographic Factors......Page 124
Growing Ethnic Markets......Page 131
Economic Factors......Page 137
Technological Factors......Page 140
Political and Legal Factors......Page 141
Competitive Factors......Page 147
Review and Applications......Page 149
Case Study......Page 151
Company Clips......Page 153
5. Developing a Global Vision......Page 154
Rewards of Global Marketing......Page 155
Multinational Firms......Page 159
External Environment Facing Global Marketers......Page 161
Global Marketing by the Individual Firm......Page 172
The Global Marketing Mix......Page 179
The Impact of the Internet......Page 186
Review and Applications......Page 187
Exercises......Page 189
Case Study......Page 190
Company Clips......Page 191
PART 2: Analyzing Marketing Opportunities......Page 195
6. Consumer Decision Making......Page 196
The Consumer Decision-Making Process......Page 197
Postpurchase Behavior......Page 202
Types of Consumer Buying Decisions and Consumer Involvement......Page 204
Factors Influencing Consumer Buying Decisions......Page 206
Cultural Influences on Consumer Buying Decisions......Page 207
Social Influences on Consumer Buying Decisions......Page 213
Individual Influences on Consumer Buying Decisions......Page 218
Psychological Influences on Consumer Buying Decisions......Page 222
Review and Applications......Page 230
Exercises......Page 232
Case Study......Page 233
Company Clips......Page 234
7. Business Marketing......Page 236
Business Marketing on the Internet......Page 237
Relationship Marketing and Strategic Alliances......Page 240
Major Categories of Business Customers......Page 242
The North American Industry Classification System......Page 244
Business versus Consumer Markets......Page 245
Types of Business Products......Page 249
Business Buying Behavior......Page 251
Review and Applications......Page 256
Exercises......Page 258
Case Study......Page 259
Company Clips......Page 260
8. Segmenting and Targeting Markets......Page 261
Market Segmentation......Page 262
Criteria for Successful Segmentation......Page 263
Bases for Segmenting Consumer Markets......Page 264
Bases for Segmenting Business Markets......Page 274
Steps in Segmenting a Market......Page 275
Strategies for Selecting Target Markets......Page 277
One-to-One Marketing......Page 281
Positioning......Page 282
Review and Applications......Page 285
Exercises......Page 287
Case Study......Page 288
Company Clips......Page 289
9. Decision Support Systems and Marketing Research......Page 291
Marketing Decision Support Systems......Page 292
The Role of Marketing Research......Page 293
Steps in a Marketing Research Project......Page 296
The Profound Impact of the Internet on Marketing Research......Page 312
When Should Marketing Research Be Conducted?......Page 319
Competitive Intelligence......Page 320
Review and Applications......Page 322
Exercises......Page 325
Case Study......Page 326
Company Clips......Page 327
PART 3: Product Decisions......Page 330
10. Product Concepts......Page 331
Types of Consumer Products......Page 332
Product Items, Lines, and Mixes......Page 334
Branding......Page 338
Packaging......Page 343
Global Issues in Branding and Packaging......Page 346
Review and Applications......Page 348
Exercises......Page 350
Case Study......Page 351
Company Clips......Page 352
11. Developing and Managing Products......Page 354
The Importance of New Products......Page 355
The New-Product Development Process......Page 357
Why Some Products Succeed and Others Fail......Page 364
Global Issues in New-Product Development......Page 365
The Spread of New Products......Page 367
Product Life Cycles......Page 370
Review and Applications......Page 375
Exercises......Page 376
Case Study......Page 377
Company Clips......Page 378
12. Services and Nonprofit Organization Marketing......Page 380
How Services Differ from Goods......Page 381
Service Quality......Page 383
Marketing Mixes for Services......Page 386
Relationship Marketing in Services......Page 392
Internal Marketing in Service Firms......Page 393
Nonprofit Organization Marketing......Page 394
Review and Applications......Page 399
Exercises......Page 400
Case Study......Page 401
Company Clips......Page 402
PART 4: Distribution Decisions......Page 405
13. Marketing Channels......Page 406
Marketing Channels......Page 407
Channel Intermediaries and Their Functions......Page 410
Channel Structures......Page 412
Making Channel Strategy Decisions......Page 416
Types of Channel Relationships......Page 419
Managing Channel Relationships......Page 421
Channels and Distribution Decisions for Global Markets......Page 425
Channels and Distribution Decisions for Services......Page 426
Review and Applications......Page 428
Exercises......Page 430
Case Study......Page 431
Company Clips......Page 432
14. Supply Chain Management......Page 434
Supply Chains and Supply Chain Management......Page 435
Supply Chain Integration......Page 437
The Key Processes of Supply Chain Management......Page 442
Strategic Supply Chain Management Decisions......Page 448
The Logistics Function in the Supply Chain......Page 452
Supply Chain Performance Measurement......Page 457
Trends in Supply Chain Management......Page 459
Review and Applications......Page 463
Exercises......Page 465
Case Study......Page 466
Company Clips......Page 468
15. Retailing......Page 469
Classification of Retail Operations......Page 470
Major Types of Retail Operations......Page 472
Nonstore Retailing......Page 479
Franchising......Page 483
Retail Marketing Strategy......Page 485
New Developments in Retailing......Page 494
Review and Applications......Page 496
Exercises......Page 498
Case Study......Page 499
Company Clips......Page 501
PART 5: Promotion and Communication Strategies......Page 505
16. Promotional Planning for Competitive Advantage......Page 506
The Role of Promotion in the Marketing Mix......Page 507
Marketing Communication......Page 508
The Goals of Promotion......Page 513
The Promotional Mix......Page 514
Promotional Goals and the AIDA Concept......Page 517
Integrated Marketing Communications......Page 519
Factors Affecting the Promotional Mix......Page 521
Review and Applications......Page 525
Exercises......Page 528
Case Study......Page 529
Company Clips......Page 530
17. Advertising and Public Relations......Page 532
The Effects of Advertising......Page 533
Major Types of Advertising......Page 536
Creative Decisions in Advertising......Page 538
Media Decisions in Advertising......Page 544
Public Relations......Page 554
Review and Applications......Page 559
Exercises......Page 561
Case Study......Page 562
Company Clips......Page 564
18. Sales Promotion and Personal Selling......Page 567
Sales Promotion......Page 568
Tools for Consumer Sales Promotion......Page 570
Tools for Trade Sales Promotion......Page 575
Personal Selling......Page 577
Relationship Selling......Page 578
Steps in the Selling Process......Page 579
Sales Management......Page 585
Review and Applications......Page 590
Exercises......Page 592
Case Study......Page 593
Company Clips......Page 594
PART 6: Pricing Decisions......Page 597
19. Pricing Concepts......Page 598
The Importance of Price......Page 599
Pricing Objectives......Page 600
The Demand Determinant of Price......Page 604
The Power of Yield Management Systems and Targeting Technology......Page 609
The Cost Determinant of Price......Page 611
Other Determinants of Price......Page 616
Review and Applications......Page 622
Exercises......Page 624
Case Study......Page 625
Company Clips......Page 626
20. Setting the Right Price......Page 628
How to Set a Price on a Product or Service......Page 629
The Legality and Ethics of Price Strategy......Page 634
Tactics for Fine-Tuning the Base Price......Page 638
Product Line Pricing......Page 648
Pricing during Difficult Economic Times......Page 649
Review and Applications......Page 653
Case Study......Page 655
Company Clips......Page 657
PART 7: Technology-Driven Marketing......Page 661
21. Customer Relationship Management (CRM)......Page 662
What Is Customer Relationship Management?......Page 663
Identify Customer Relationships......Page 666
Understand Interactions of the Current Customer Base......Page 667
Capture Customer Data......Page 669
Store and Integrate Customer Data......Page 670
Identifying the Best Customers......Page 672
Leverage Customer Information......Page 675
Review and Applications......Page 681
Case Study......Page 683
Company Clips......Page 685
Glossary......Page 689
Endnotes......Page 703
Organizational Index......Page 719
Subject Index......Page 728