Marketing

Title
Contents
Part 1 Initiating the Marketing Process
	1 CREATING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING
		Innovation and Marketing at 3M: How Discovering Student Study Habits Launched a New Product
		What Is Marketing?
			Marketing and Your Career
			Marketing Matters: Payoff for the Joys (!) and Sleepless Nights (?) of Starting Your Own Small Business: YouTube!!!!
			Marketing: Delivering Benefi ts to the Organization, Its Stakeholders, and Society
			The Diverse Factors Infl uencing Marketing Activities
			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
			Customer Value and Customer Relationships
			Relationship Marketing
			The Marketing Program
			3M’s Strategy and Marketing Program to Help Students Study
		How Marketing Became So Important
			Evolution of the Market Orientation
				Ethics and Social Responsibility: Balancing the Interests of Different Groups
				Making Responsible Decisions: Social Entrepreneurship Using Marketing to Help People
					The Breadth and Depth of Marketing
		Learning Objectives Review
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 1: 3M’s Post-it® Flag Highlighter: Extending the Concept!
	2 DEVELOPING SUCCESSFUL MARKETING AND ORGANIZATIONAL STRATEGIES
		Where an “A” in a Correspondence Course in Ice Cream 10:05:15 AM10/AM 10/8/09 Making Can Lead!
		Today’s Organizations
			Kinds of Organizations
			Making Responsible Decisions: The Global Dilemma: How to Achieve Sustainable Development
			What Is Strategy?
			Structure of Today’s Organizations
		Strategy in Visionary Organizations
			Organizational Foundation: Why Does It Exist?
			Organizational Direction: What Will It Do?
			Marketing Matters: The Netflix Launch and Its Continually
			Business Model!
			Organizational Strategies: How Will It Do It?
			Tracking Strategic Performance with Marketing Dashboards
			Using Marketing Dashboards: 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?
		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
		Learning Objectives Review
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 2: BP: Transforming Its Strategy “Beyond Petroleum”
		APPENDIX A Building an Effective Marketing Plan
	3 SCANNING THE MARKETING ENVIRONMENT
		Where In the World Are You? In the Middle of the GPS Revolution!
		Environmental Scanning
			Tracking Environmental Trends
			An Environmental Scan of Today’s Marketplace
		Social Forces
			Demographics
			Making Responsible Decisions: Millennials Are Going to Change the World—Through Environmental Sustainability!
			Culture
		Economic Forces
			Macroeconomic Conditions
			Consumer Income
			Going Online: There Are 65 Types of Neighborhoods— Which Type Is Yours?
		Technological Forces
			Technology of Tomorrow
			Technology’s Impact on Customer Value
			Electronic Business Technologies
		Competitive Forces
			Alternative Forms of Competition
			Components of Competition
			Small Businesses as Competitors
		Regulatory Forces
			Protecting Competition
			Product-Related Legislation
			Marketing Matters: The Web Allows New Uses and Misuses of Trademarks
			Pricing-Related Legislation
			Distribution-Related Legislation
			Advertising- and Promotion-Related Legislation
			Control through Self-Regulation
		Learning Objectives Review
		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 IN MARKETING
		Responsibility Matters at Anheuser-Busch
		Nature and Significance of Marketing Ethics
			Ethical/Legal Framework in Marketing
			Current Perceptions of Ethical Behavior
		Understanding Ethical Marketing Behavior
			Societal Culture and Norms
			Business Culture and Industry Practices
			Making Responsible Decisions: Corporate Conscience in the Cola War
			Going Online: The Corruption Perceptions Index
			Corporate Culture and Expectations
			Your Personal Moral Philosophy and Ethical Behavior
		Understanding Social Responsibility in 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 Table: Consumer Ethics and Social Responsibility
		Learning Objectives Review
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 4: Starbucks Corporation: Serving More than Coffee
Part 2 Understanding Buyers and Markets
	5 UNDERSTANDING CONSUMER BEHAVIOR
		Enlightened Carmakers Know What Custom(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: Value in Consumption or Use
			Marketing Matters: The Value of a Satisfied Customer to the Company
			Consumer Involvement and Problem-Solving Variations
			Situational Infl uences
		Psychological Influences on Consumer Behavior
			Motivation and Personality
			Making Responsible Decisions: The Ethics of Subliminal Messages
			Perception
			Learning
			Values, Beliefs, and Attitudes
			Going Online: Are You an Experiencer? An Achiever?: Identifying Your VALS Profile
			Consumer Lifestyle
		Sociocultural Influences on Consumer Behavior
			Personal Infl uence
			Marketing Matters: BzzAgent—The Buzz Experience
			Reference Groups
			Family Infl uence
			Social Class
			Culture and Subculture
		Learning Objectives Review
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 5: Best Buy: Using Customer Centricity to Connect with Consumers
	6 UNDERSTANDING ORGANIZATIONS AS CUSTOMERS
		Buying Is Marketing, Too! Purchasing Publication Paper at JCPenney
		The Nature and Size of Organizational Markets
			Industrial Markets
			Reseller Markets
			Government Markets
			Global Organizational Markets
		Measuring Domestic and Global Industrial, Reseller, and Government Markets
		Characteristics of Organizational Buying
			Demand Characteristics
			Size of the Order or Purchase
			Number of Potential Buyers
			Organizational Buying Objectives
			Going Online: Supplier Diversity Is a Fundamental Business Strategy at Procter & Gamble
			Organizational Buying Criteria
			Marketing Matters: Harley-Davidson’s Supplier Collaboration Creates Customer Value . .
				and a Great Ride
			Buyer–Seller Relationships and Supply Partnerships
			Making Responsible Decisions: Sustainable Procurement for Sustainable Growth
			The Buying Center: A Cross-Functional Group
		Charting the Organizational Buying Process
			Stages in the Organizational Buying Process
			Buying a Machine Vision System
		Online Buying in Organizational Markets
			Prominence of Online Buying in Organizational Markets
			E-Marketplaces: Virtual Organizational Markets
			Marketing Matters: eBay Means Business for Entrepreneurs
			Online Auctions in Organizational Markets
		Learning Objectives Review
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 6: Lands’ End: Where Buyers Rule
	7 UNDERSTANDING AND REACHING GLOBAL CONSUMERS AND MARKETS
		Dell’s Quest for Growth in Emerging Economies
		Dynamics of World Trade
			World Trade Flows
			Competitive Advantage of Nations
		Marketing in a Borderless Economic World
			Decline of Economic Protectionism
			Making Responsible Decisions: Global Ethics and Global Economics—The Case of Protectionism
			Rise of Economic Integration
			New Reality: Global Competition among Global Companies for Global Consumers
			Emergence of a Networked Global Marketspace
			Marketing Matters: The Global Teenager—A Market of 2 Billion Voracious Consumers with $200 Billion to Spend
		A Global Environmental Scan
			Cultural Diversity
			Economic Considerations
			Political-Regulatory Climate
			Going Online: Checking a Country’s Political Risk Rating
		Comparing Global Market-Entry Strategies
			Exporting
			Marketing Matters: Creative Cosmetics and Creative Export Marketing in Japan
			Joint Venture
			Direct Investment
			Licensing
		Crafting a Worldwide Marketing Program
			Product and Promotion Strategies
			Distribution Strategy
			Pricing Strategy
		Learning Objectives Review
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 7: CNS Breathe Right Strips: Going Global
Part 3 Targeting Marketing Opportunities
	8 MARKETING RESEARCH: FROM CUSTOMER INSIGHTS TO ACTIONS
		Test Screenings and Tracking Studies: How Listening to Consumers Reduces Movie Risks
		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
			Advantages and Disadvantages of Secondary Data
			Going Online: Online Databases and Internet Resources Useful to Marketers
			Primary Data: Watching People
			Primary Data: Asking People
			Marketing Matters: Buy•ology: How “Neuromarketing” Is Trying to Understand Consumers
			Primary Data: Other Sources
			Advantages and Disadvantages of Primary Data
		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
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 8: Ford Consulting Group, Inc.: From Data to Actions
	9 MARKET SEGMENTATION, TARGETING, AND POSITIONING
		Zappos.com: Delivering “Wow” through Market Segmentation and 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
			Going Online: What “Flock” Do You Belong to?
			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
			Product Positioning Using Perceptual Maps
			A Perceptual Map to Reposition Chocolate Milk for Adults
		Learning Objectives Review
		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’s New-Product Innovation Machine
		What Are Products and Services?
			A Look at Goods, Services, and Ideas
			Classifying Products
			Product Items, Product Lines, and Product Mixes
			Using Marketing Dashboards: Which States Are Underperforming?
			How Marketing Dashboards Can Improve New-Product Performance
		New Products and Why They Succeed or Fail
			What Is a New Product?
		Marketing Matters: Feature Bloat: Geek Squad to the Rescue!
			Why Products Succeed or Fail
			Marketing Matters: From Idea to Launch: Stage-Gate® Processes in New-Product Development
		The New-Product Process
			Stage 1: New-Product Strategy Development
			Stage 2: Idea Generation
			Going Online: IDEO—the Innovation Lab Superstar in Designing New Products
			Stage 3: Screening and Evaluation
			Stage 4: Business Analysis
			Stage 5: Development
			Marketing Matters: Marissa Mayer: The Talent Behind Google’s Familiar White Home Page
			Stage 6: Market Testing
			Stage 7: Commercialization
		Learning Objectives Review
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 10: Activeion Cleaning Solutions: Marketing a High-Tech Cleaning Gadget
	11 MANAGING SUCCESSFUL PRODUCTS AND BRANDS
		Gatorade: Quenching the Active Thirst within You
		Charting the Product Life Cycle
			Introduction Stage
			Growth Stage
			Maturity Stage
			Marketing Matters: Will E-mail Spell Extinction for Fax Machines?
			Decline Stage
			Four Aspects of the Product Life Cycle
		Managing the Product Life Cycle
			Role of a Product Manager
			Modifying the Product
			Modifying the Market
			Using Marketing Dashboards: Knowing Your CDI and BDI
			Repositioning the Product
			Making Responsible Decisions: Consumer Economics of Downsizing—Get Less, Pay More
		Branding and Brand Management
			Brand Personality and Brand Equity
			Going Online: Have an Idea for a Brand or Trade Name? Check It Out
			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
		Product Warranty
		Learning Objectives Review
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 11: BMW: “Newness” and the Product Life Cycle
	12 SERVICES MARKETING
		Services Get Real!
		The Uniqueness of Services
			The Four I’s of Services
			The Service Continuum
			Classifying Services
			Marketing Matters: Marketing Is a Must for 1.5 Million Nonprofits!
		How Consumers Purchase Services
			The Purchase Process
			Assessing Service Quality
			Customer Contact and Relationship Marketing
			Going Online: How Can You Monitor Service Failure? Blog Watching!
		Managing the Marketing of Services
			Product (Service)
			Price
			Place (Distribution)
			Promotion
			People
			Physical Environment
			Process
			Productivity
		Services in the Future
			Using Marketing Dashboards: Are JetBlue’s Flights Profitably Loaded?
		Learning Objectives Review
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 12: Philadelphia Phillies, Inc.: Sports Marketing 101
	13 BUILDING THE PRICE FOUNDATION
		“My Mother Was Not Thrilled
		Stubhub.com!
		Nature and Importance of Price
			What Is a Price?
			Marketing Matters: How Flattening the World Affects Prices, Revenues, and Costs: Infosys Technologies, Ltd., IKEA
			Price and the Global Marketplace
			Price as an Indicator of Value
			Price in the Marketing Mix
		Step 1: Identify Pricing Objectives and Constraints
			Identifying Pricing Objectives
			Identifying Pricing Constraints
			Making Responsible Decisions: Student Credit Cards— What Is the Real Price?
			Marketing Matters: Small Business Challenge: Finding the Right Prices for Regional Barbecue Sauces
		Step 2: Estimate Demand and Revenue
			Fundamentals of Estimating Demand
			Fundamentals of Estimating Revenue
		Step 3: Determine Cost, Volume, and Profit Relationships
			Marketing Matters: Pricing Lessons from Failed Dot-Com Start-ups—Understand Revenues and Expenses
			The Importance of Controlling Costs
			Marginal Analysis and Profi t Maximization
			Break-Even Analysis
		Learning Objectives Review
		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
		Vizio, Inc.—Where Vision Meets Value™ in HDTV
		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
			Profi t-Oriented Pricing Approaches
			Competition-Oriented Pricing Approaches
		Step 5: Set the List or Quoted Price
			Using Marketing Dashboards: Are Cracker Jack Prices Above, At, or Below the Market?
			Choosing a Price Policy
			Company, Customer, and Competitive Effects on Pricing
			Making Responsible Decisions: Flexible Pricing—Is There Discrimination in Bargaining for a New Car?
			Balancing 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
			Going Online: And You Thought That “Free” Is Simply Defined
		Learning Objectives Review
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 14: 3M Greptile™ Grip Golf Glove: Pricing an Innovative Product
		APPENDIX B Financial Aspects of Marketing
	15 MANAGING MARKETING CHANNELS AND WHOLESALING
		Callaway Golf: Designing and Delivering the Goods for Great Golf
		Nature and Importance of Marketing Channels
			What Is a Marketing Channel of Distribution?
			Value Is Created by Intermediaries
		Channel Structure and Organization
			Marketing Channels for Consumer Goods and Services
			Marketing Channels for Business Goods and Services
			Electronic Marketing Channels
			Direct and Multichannel Marketing
			Dual Distribution and Strategic Channel Alliances
			A Closer Look at Channel Intermediaries
			Marketing Matters: Nestlé and General Mills—Cereal Partners Worldwide
			Vertical Marketing Systems and Channel Partnerships
		Channel Choice and Management
			Factors Affecting Channel Choice and Management
			Marketing Matters: Avon Is Calling Again in China
			Channel Choice Considerations
			Going Online: Visit an Apple Store to See What All the Excitement Is About
			Global Dimensions of Marketing Channels
			Using Marketing Dashboards: Channel Sales and Profit at Charlesburg Furniture
			Channel Relationships: Confl ict, Cooperation, and Law
			Making Responsible Decisions: Pay to Play: The Ethics of Slotting Allowances
		Learning Objectives Review
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 15: Act II Microwave Popcorn: The Surprising Channel
	16 CUSTOMER-DRIVEN SUPPLY CHAIN AND LOGISTICS MANAGEMENT
		Apple Inc.: Supplying the iPhone 3G to the World
		Significance of Supply Chain and Logistics Management
			Relating Marketing Channels, Logistics, and Supply Chain Management
			Supply Chains versus Marketing Channels
			Global Suppliers and Supply Chains
			Sourcing, Assembling, and Delivering a New Car: The Automotive Supply Chain
		Supply Chain Management and Marketing Strategy
			Going Online: Build Your Own Jetta with a Mouse
			Aligning a Supply Chain with Marketing Strategy
			Dell: A Responsive Supply Chain
			Marketing Matters: IBM’s Integrated Supply Chain— Delivering a Total Solution for Its Customers
			Walmart: An Effi cient Supply Chain
		Objective of Information and Logistics Management in a Customer-Driven Supply Chain
			Information’s Role in Supply Chain Responsiveness and Effi ciency
			Total Logistics Cost Concept
			Customer Service Concept
			Marketing Matters: For Fashion and Food Merchandising, Haste Is as Important as Taste
			Customer Service Standards
			Using Marketing Dashboards: Diagnosing Out-of-Stocks and On-Time Delivery for Organic Produce
		Key Logistics Functions in a Supply Chain
			Transportation
			Warehousing and Materials Handling
			Order Processing
			Inventory Management
			Making Responsible Decisions: Reverse Logistics and Green Marketing Go Together at Hewlett-Packard: Recycling e-Waste
		Closing the Loop: Reverse Logistics
		Learning Objectives Review
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 16: Amazon: Delivering the Goods of Times a Day
	17 RETAILING
		84 Million Consumers Were Shopping Online on Cyber Monday. Were You One of Them?
		The Value of Retailing
			Consumer Utilities Offered by Retailing
			The Global Economic Impact of Retailing
		Classifying Retail Outlets
			Form of Ownership
			Making Responsible Decisions: Environmentally Friendly Retailing Takes Off!
			Level of Service
			Type of Merchandise Line
		Nonstore Retailing
			Automatic Vending
			Direct Mail and Catalogs
			Television Home Shopping
			Online Retailing
		Going Online: For Some Consumers, Shopping Is a Game!
			Telemarketing
			Direct Selling
		Retailing Strategy
			Positioning a Retail Store
			Retailing Mix
			Using Marketing Dashboards: Why Apple Stores May Be the Best in the United States!
		The Changing Nature of Retailing
			The Wheel of Retailing
			The Retail Life Cycle
		Future Changes in Retailing
			Multichannel Retailing
			Marketing Matters: The Multichannel Marketing Multiplier
			Managing the Customer Experience
		Learning Objectives Review
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 17: Mall of America: Shopping and a Whole Lot More
	18 INTEGRATED MARKETING COMMUNICATIONS AND DIRECT MARKETING
		Integrated Marketing Communications Ushers in the ‘Age of Engage’
		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: Mobile Marketing Reaches Generation Y, 32/7!
			The Product Life Cycle
			Product Characteristics
			Stages of the Buying Decision
			Channel Strategies
		Developing an IMC Program
			Identifying the Target Audience
			Specifying Promotion Objectives
			Setting the Promotion Budget
			Using Marketing Dashboards: 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: Can Direct Marketing “Go Green”?
		Learning Objectives Review
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 18: Under Armour: Using IMC to Create a Brand for this Generation’s Athletes
	19 ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS
		Advertising Moves to a New Dimension: The Third Dimension
		Types of Advertisements
			Product Advertisements
			Institutional Advertisements
		Developing the Advertising Program
			Identifying the Target Audience
			Specifying Advertising Objectives
			Setting the Advertising Budget
			Going Online: See Your Favorite Super Bowl Ads Again, and Again!
			Designing the Advertisement
			Selecting the Right Media
			Using Marketing Dashboards: What Is the Best Way to Reach 1,000 Customers?
			Different Media Alternatives
			Making Responsible Decisions: Who Is Responsible for 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 with Promotion
			Self-Regulation
		Learning Objectives Review
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 19: Google, Inc.: The Right Ads at the Right Time
	20 PERSONAL SELLING AND SALES MANAGEMENT
		Xerox Succeeds by Doing What’s Right for the Customer
		Scope and Significance of Personal Selling and Sales Management
			Nature of Personal Selling and Sales Management
			Selling Happens Almost Everywhere
			Personal Selling in Marketing
			Creating Customer Solutions and Value through Salespeople: Relationship and Partnership Selling
		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 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
			Going Online: What Is Your Emotional Intelligence or EQ?
			Salesforce Evaluation: Measuring Results
			Using Marketing Dashboards: Tracking Salesperson Performance at Moore Chemical & Sanitation Supply, Inc.
			Salesforce Automation and Customer Relationship Management
		Learning Objectives Review
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 20: Xerox: Building Customer Relationships through Personal Selling
Part 5 Managing the Marketing Process
	21 IMPLEMENTING INTERACTIVE AND MULTICHANNEL MARKETING
		Seven Cycles. One Bike. Yours.
		Creating Customer Value, Relationships, and Experiences in Marketspace
			Customer Value Creation in Marketspace
			Interactivity, Individuality, and Customer Relationships in Marketspace
			Creating an Online Customer Experience
		Online Consumer Behavior and Marketing Practice in Marketspace
			Who Is the Online Consumer?
			Using Marketing Dashboards: Sizing Up Site Stickiness at Sewell Automotive Companies
			Going Online: Are You a Digital Collaborator or a Drifting Surfer?
			Marketing Matters: Meet Today’s Internet Mom— All 38 Million!
			What Online Consumers Buy
			Why Consumers Shop and Buy Online
			Making Responsible Decisions: Let the E-Buyer Beware
			When and Where Online Consumers Shop and Buy
		Cross-Channel Shoppers and Multichannel Marketing
			Who Is the Cross-Channel Shopper?
			Implementing Multichannel Marketing
		Learning Objectives Review
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 21: Pizza Hut and imc2: Becoming a Multichannel Marketer
	22 PULLING IT ALL TOGETHER: THE STRATEGIC MARKETING PROCESS
		“Breaking the Rules” at General Mills to Reach Today’s On-the-Go Consumer
		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 Vital Importance of Metrics in Marketing Planning
			The Variety of Marketing Plans
			Marketing Planning Frameworks: The Search for Growth
			Marketing Matters: A Test of Your Skills: Where Are the Synergies?
			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
			Marketing Matters: Implementation Lessons from IBM: Converting Tough Global Problems into Results
			Organizing for Marketing
		The Evaluation Phase of the Strategic Marketing Process
			The Marketing Evaluation Process
			Evaluation Involves Marketing ROI, Metrics, and Dashboards
			Evaluation Using Marketing Metrics and Marketing Dashboards at General Mills
		Learning Objectives Review
		Focusing on Key Terms
		Applying Marketing Knowledge
		Building Your Marketing Plan
		Video Case 22: General Mills Warm Delights™: Indulgent, Delicious, and Gooey!
APPENDIX C Planning a Career in Marketing
APPENDIX D Alternate Cases
	Case D–1 Nike MaxSight Contact Lenses: Seeing a Need
	Case D–2 Daktronics, Inc.: Global Displays in 68 Billion Colors
	Case D–3 Jamba Juice: Scanning the Marketing Environment
	Case D–4 Ford and Firestone: Who’s to Blame?
	Case D–5 The Jamisons Buy an Espresso Machine
	Case D–6 Motetronix Technology: Marketing Smart Dust
	Case D–7 Callaway Golf: The Global Challenge
	Case D–8 HOM Furniture: Where Keen Observation Pays
	Case D–9 Lawn Mowers: Segmentation Challenges
	Case D–10 Medtronic in China: Where “Simpler” Serves Patients Better
	Case D–11 Pampered Pooches Travel in Style
	Case D–12 DigitalThink: Marketing E-Learning Services
	Case D–13 Health Cruises, Inc.: Estimating Cost, Volume, and Profit Relationships
	Case D–14 Bagel Bakes: Pricing a New Breakfast Product
	Case D–15 Ken Davis Products, Inc.: Finding Success in Retail Channels
	Case D–16 Dell Inc.: A Foundation Built on Supply Chain Management
	Case D–17 Trader Joe’s: Upscale Value
	Case D–18 McDonald’s Restaurants: An IMC Program to Reach Different Segments
	Case D–19 Target Corporation: Award-Winning Advertising
	Case D–20 Morgantown Furniture: Making Promotion Trade-Offs
	Case D–21 Crate and Barrel: Multichannel Marketing
	Case D–22 Naked® Juice: Strategy for Growth
Glossary
Learning Review Answers
Chapter Notes
Credits
Name Index
Company/Product Index
Subject Index