Marketing : real people, real choices

Cover
Title Page
Copyright Page
Contents
Preface
About the Authors
Acknowledgments
PART 1 Understand the Value Proposition
	CHAPTER 1: Welcome to the World of Marketing: Create and Deliver Value
		Real people, Real Choices: Here’s my problem
		MARKETING: WHAT IS IT?
		WHEN DID MARKETING BEGIN? THE EVOLUTION OF A CONCEPT
		RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World
		THE VALUE OF MARKETING AND THE MARKETING OF VALUE
		THE CUTTING EDGE: Users Build Brands that Customers Trust
		MARKETING AS A PROCESS
		Objective Summary • Key Terms • Apply
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at Nestlé
	CHAPTER 2: Global, Ethical, and Sustainable Marketing
		Real people, Real Choices: Here’s my problem
		TAKE A BOW: MARKETING ON THE GLOBAL STAGE
		UNDERSTAND INTERNATIONAL, REGIONAL, AND COUNTRY REGULATIONS
		ANALYZE THE MARKETING ENVIRONMENT: INTERNAL AND EXTERNAL SCANS
		IS THE WORLD FLAT OR NOT? HOW “GLOBAL” SHOULD A GLOBAL MARKETING STRATEGY BE?
		ETHICS IS JOB ONE IN MARKETING PLANNING
		SUSTAINABILITY: MARKETERS DO WELL BY DOING GOOD
		RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World
		Objective Summary • Key Terms • Apply
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at Mattel
	CHAPTER 3: Strategic Market Planning
		Real people, Real Choices: Here’s my problem
		PLANNING: COMPOSE THE BIG PICTURE
		STRATEGIC PLANNING: FRAME THE PICTURE
		RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World
		MARKET PLANNING: DEVELOP AND EXECUTE MARKETING STRATEGY
		THE CUTTING EDGE: Strengthen Your Message with Twitter Cards
		Objective Summary • Key Terms • Apply
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at Amazon
PART 2 Determine the Value Propositions Different Customers Want
	CHAPTER 4: Market Research
		Real people, Real Choices: Here’s my problem
		KNOWLEDGE IS POWER
		THE ROLE OF THE CUSTOMER INSIGHTS FUNCTION IN A MARKETING ORGANIZATION
		STEPS IN THE MARKET RESEARCH PROCESS
		RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World
		THE CUTTING EDGE: Cookies That Track You 24/7
		Objective Summary • Key Terms • Apply
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at GetFeedback
	CHAPTER 5: Marketing Analytics: Welcome to the Era of Big Data!
		Real people, Real Choices: Here’s my problem
		CUSTOMER RELATIONSHIP MANAGEMENT (CRM): A KEY DECISION TOOL FOR MARKETERS
		BIG DATA: TERABYTES RULE
		THE CUTTING EDGE: Big Data Predicts Outbreaks of Infectious Diseases
		RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World
		MARKETING ANALYTICS
		METRICS FOR MARKETING CONTROL
		Objective Summary • Key Terms • Apply
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at State Farm
	CHAPTER 6: Understand Consumer and Business Markets
		Real people, Real Choices: Here’s my problem
		THE CONSUMER DECISION-MAKING PROCESS
		INTERNAL INFLUENCES ON CONSUMERS’ DECISIONS
		RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World
		SITUATIONAL AND SOCIAL INFLUENCES ON
CONSUMERS’ DECISIONS
		THE CUTTING EDGE: No More Waiting on Shipping
		BUSINESS MARKETS: BUYING AND SELLING WHEN THE CUSTOMER IS ANOTHER ORGANIZATION
		BUSINESS BUYING SITUATIONS AND THE BUSINESS
BUYING DECISION PROCESS
		Objective Summary • Key Terms • Apply
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at Electrolux
	CHAPTER 7: Segmentation, Target Marketing, and Positioning
		Real people, Real Choices: Here’s my problem
		TARGET MARKETING: SELECT AND ENTER A MARKET
		STEP 1: SEGMENTATION
		THE CUTTING EDGE: Chipotle Targets Socially Conscious Gen Y
		STEP 2: TARGETING
		STEP 3: POSITIONING
		RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World
		Objective Summary • Key Terms • Apply
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at Subaru
PART 3 Develop the Value Proposition for the Customer
	CHAPTER 8: Product I: Innovation and New Product Development
		Real people, Real Choices: Here’s my problem
		BUILD A BETTER MOUSETRAP—AND ADD VALUE
		HOW MARKETERS CLASSIFY PRODUCTS
		“NEW AND IMPROVED!” THE PROCESS OF INNOVATION
		THE CUTTING EDGE: Innovating for a Better Shave
		NEW PRODUCT DEVELOPMENT
		RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World
		ADOPTION AND DIFFUSION OF NEW PRODUCTS
		Objective Summary • Key Terms • Apply
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at Chobani
	CHAPTER 9: Product II: Product Strategy, Branding, and Product Management
		Real people, Real Choices: Here’s my problem
		PRODUCT PLANNING: USE PRODUCT OBJECTIVES TO DECIDE ON A PRODUCT STRATEGY
		RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World
		MARKETING THROUGHOUT THE PRODUCT LIFE CYCLE
		THE CUTTING EDGE: Social Media Brings Products Back to Life
		BRANDING AND PACKAGING: CREATE PRODUCT IDENTITY
		ORGANIZE FOR EFFECTIVE PRODUCT MANAGEMENT
		Objective Summary • Key Terms • Apply
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at Starbucks
	CHAPTER 10: Price: What is the Value Proposition Worth?
		Real people, Real Choices: Here’s my problem
		“YES, BUT WHAT DOES IT COST?”
		THE CUTTING EDGE: Digital Currencies: Bitcoin
		WHAT IS PRICE?
		COSTS, DEMAND, REVENUE, AND THE PRICING ENVIRONMENT
		IDENTIFY STRATEGIES AND TACTICS TO PRICE THE PRODUCT
		PRICING AND ELECTRONIC COMMERCE
		PSYCHOLOGICAL, LEGAL, AND ETHICAL ASPECTS OF PRICING
		RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World
		Objective Summary • Key Terms • Apply
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at Procter & Gamble
		Supplement: Marketing Math
PART 4 Deliver and Communicate the Value Proposition
	CHAPTER 11: Deliver the Goods: Determine Distribution Strategy
		Real people, Real Choices: Here’s my problem
		TYPES OF DISTRIBUTION CHANNELS AND WHOLESALE INTERMEDIARIES
		THE CUTTING EDGE: Amazon Delivers in 30 Minutes or Less?
		DEVELOP A CHANNEL STRATEGY
		LOGISTICS AND THE SUPPLY CHAIN
		RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World
		Objective Summary • Key Terms • Apply
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at Elizabeth Arden
	CHAPTER 12: Deliver the Customer Experience: Bricks and Clicks
		Real people, Real Choices: Here’s my problem
		RETAILING, TWENTY-FIRST-CENTURY STYLE
		RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World
		TYPES OF BRICKS-AND-MORTAR RETAILERS
		E-COMMERCE AND OTHER TYPES OF NONSTORE RETAILERS
		THE CUTTING EDGE: Tokyo Vending Machines “Recognize” Customers
		SERVICE AS A CORE SOURCE OF VALUE
		Objective Summary • Key Terms • Apply
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at IKEA
	CHAPTER 13: Promotion I: Advertising and Sales Promotion
		Real people, Real Choices: Here’s my problem
		COMMUNICATION MODELS IN A WEB 2.0 WORLD
		OVERVIEW OF PROMOTIONAL PLANNING
		ADVERTISING
		THE CUTTING EDGE: Pay-Per-Gaze
		RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World
		SALES PROMOTION
		Objective Summary • Key Terms • Apply
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at Stouffer’s
	CHAPTER 14: Promotion II: Social Media, Direct/Database Marketing, Personal Selling, and Public Relations
		Real people, Real Choices: Here’s my problem
		SOCIAL MEDIA
		THE CUTTING EDGE: Heinz Ketchup’s Tryvertising Creates Buzz
		DIRECT MARKETING
		PERSONAL SELLING: ADDING THE PERSONAL TOUCH TO THE PROMOTION MIX
		THE LANDSCAPE OF MODERN PERSONAL SELLING
		THE CREATIVE SELLING PROCESS
		PUBLIC RELATIONS
		RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World
		Objective Summary • Key Terms • Apply
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at Oreo
Appendix A:  Marketing Plan: The S&S Smoothie Company
Appendix B: You, Marketing, and Your Career
NOTES
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INDEX
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	Subject Index
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