Marketing Management

Title
Copyright
Dedication
About the Authors
Preface
Brief Table of Contents
Detailed Contents
Part One: Discover Marketing Management
	Chapter 1: Marketing in Today’s Business Milieu
		Welcome to Marketing Management
		Marketing Misconceptions
			Behind the Misconceptions
			Beyond the Misconceptions and Toward the Reality of Modern Marketing
		Defining Marketing
			Value and Exchange Are Core Marketing Concepts
			A New Agenda for Marketing
		Marketing’s Roots and Evolution
			Pre-Industrial Revolution
			Focus on Production and Products
			Focus on Selling
			Advent of the Marketing Concept
			Post-Marketing Concept Approaches
		Change Drivers Impacting the Future of Marketing
			Shift to Product Glut and Customer Shortage
			Shift in Information Power from Marketer to Customer
			Shift in Generational Values and Preferences
			Shift to Distinguishing Marketing (Big M) from marketing (little m)
			Shift to Justifying the Relevance and Payback of the Marketing Investment
		Your Marketing Management Journey Begins
		Summary
		Key Terms
		Application Questions
		Management Decision Case: From Clydesdales to Talking Frogs: Budweiser’s Strategic Adaptability Keeps It a Winner
		Notes
	Chapter 2: Marketing Foundations: Global, Ethical, Sustainable
		Marketing is not Limited by Borders
		The Global Experience Learning Curve
			Companies with No Foreign Marketing
			Companies with Foreign Marketing
			International Marketing
			Global Marketing
			Essential Information
			Emerging Markets
			Multinational Regional Market Zones
		Select the Global Market
			Identify Selection Criteria
			Company Review
		Develop Global Market Strategies
			Market Entry Strategies
			Organizational Structure
			Product
			Consumers
			Market Channels
			Marketing Communications
			Pricing
		Ethics: At the Core of Successful Marketing Management
			Ethics and the Value Proposition
			Ethics and the Elements of the Marketing Mix
			Code of Marketing (Business) Ethics
		Sustainability: Not Just the Right Thing to Do But a Good Marketing Strategy
			Triple Bottom Line: The Link between Doing Well and Doing Good
		Summary
		Key Terms
		Application Questions
		Management Decision Case: Selling to the Bottom of the Pyramid: Marketing Unilever Products in Rural Villages Around the World
		Notes
	Chapter 3: Elements of Marketing Strategy, Planning, and Competition
		Value is at the Core of Marketing
			The Value Chain
			Planning for the Value Offering
		Marketing Planning is Both Strategic and Tactical
		Elements of Marketing Planning
			Connecting the Marketing Plan to the Firm’s Business Plan
			Organizational Mission, Vision, Goals, and Objectives
			Organizational Strategies
			Situation Analysis
			Additional Aspects of Marketing Planning
		Tips for Successful Marketing Planning
		Visit the Appendix for a Marketing Plan Example
		Summary
		Key Terms
		Application Questions
		Management Decision Case: Marketing Planning Helps Dunkin’ Donuts Score Big in Coffee Customer Loyalty
		Marketing Plan Exercises
		Notes
		Appendix: CloudCab Small Jet Taxi Service Abbreviated Example Marketing Plan
Part Two: Use Information to Drive Marketing Decisions
	Chapter 4: Market Research Essentials
		Making Good Marketing Decisions—The Need to Know
		Market Information System
			The Nature of a Market Information System
			Internal Sources—Collecting Information Inside the Company
			External Sources—Collecting Information Outside the Company
		Market Research Systems
			The Importance of Market Research to Managers
			The Market Research Process
			Market Research Technology
			Market Research Challenges in Global Markets
		Summary
		Key Terms
		Application Questions
		Management Decision Case: BMW’s Road to Higher Customer Satisfaction: Just Tell Me What You Think!
		Marketing Plan Exercise
		Notes
	Chapter 5: CRM, Big Data, and Marketing Analytics
		Objectives and Capabilities Of CRM
		The CRM Process Cycle
			Knowledge Discovery
			Marketing Planning
			Customer Interaction
			Analysis and Refinement
		More on Customer Touchpoints
			CRM, Touchpoints, and Customer Trust
			CRM Facilitates a Customer-Centric Culture
		Big Data and Marketing Decision Making
			Categories of Big Data: Structured and Unstructured
			Big Data Sources and Implications
		Marketing Analytics
			Marketing Analytic Approaches
			Capabilities of Marketing Analytics Supported by Big Data
		The Marketing Dashboard
			Goals and Elements of a Marketing Dashboard
			Potential Pitfalls in Marketing Dashboards
		Return on Marketing Investment (ROMI)
			Cautions about Overreliance on ROMI
			Proceed with Caution
		Summary
		Key Terms
		Application Questions
		Management Decision Case: Outline India: Enabling the Jump from Data to Decisions
		Marketing Plan Exercises
		Notes
	Chapter 6: Understand Consumer and Business Markets
		The Power of the Consumer
		Internal Forces Affect Consumer Choices
			Personal Characteristics
			Psychological Attributes
		External Factors Shape Consumer Choices
			Cultural Factors
			Situational Factors
			Social Factors
		The Level of Involvement Influences the Process
			Decision Making with High Involvement
			Decision Making with Limited Involvement
		The Consumer Decision-Making Process
			Problem Recognition
			Search for Information
			Evaluation of Alternatives
			Product Choice Decision
			Post-Purchase Assessment
		Organizational Buying: Marketing to a Business
		Differences Between Business and Consumer Markets
			Relationship with Customers
			Number and Size of Customers
			Geographic Concentration
			Complexity of the Buying Process
			Complexity of the Supply Chain
			Demand for Products and Services Is Different in a Business Market
		Buying Situations
			Straight Rebuy
			Modified Rebuy
			New Purchase
		Buying Centers
			Members of the Buying Center
			Pursuing the Buying Center
		The Players in Business-to-Business Markets
			The North American Industrial Classification System (NAICS)
			Manufacturers
			Resellers
			Government
			Institutions
		The Business Market Purchase Decision Process
			Problem Recognition
			Define the Need and Product Specifications
			Search for Suppliers
			Seek Sales Proposals in Response to RFP
			Make the Purchase Decision
			Post-Purchase Evaluation of Product and Supplier
		The Role of Technology in business Markets
			E-Procurement
		Summary
		Key Terms
		Application Questions
		Management Decision Case: Taking the Nike Experience Direct to Consumers
		Marketing Plan Exercise
		Notes
	Chapter 7: Segmentation, Target Marketing, and Positioning
		Fulfilling Consumer Needs and Wants
		What is Segmentation?
			Effective Segmentation
		Segmenting Consumer Markets
			Geographic Segmentation
			Demographic Segmentation
			Psychographic Segmentation
			Behavioral Segmentation
			Firms Use Multiple Segmentation Approaches Simultaneously
			Segmenting Business Markets
		Target Marketing
			Analyze Market Segments
			Develop Profiles of Each Potential Target Market
			Select a Target Marketing Approach
		Positioning
			Perceptual Maps
			Sources of Differentiation
			Positioning Errors
		Summary
		Key Terms
		Application Questions
		Management Decision Case: Crafty Credit Card Competitor “Chases” Amex for Share of Millennials’ Wallets
		Marketing Plan Exercises
		Notes
Part Three: Develop the Value Offering– The Product Experience
	Chapter 8: Product Strategy and New Product Development
		Product: The Heart of Marketing
			Product Characteristics
			Product Classifications
			Product Discrimination: Create a Point of Differentiation
			Product Plan: Moving from One Product to Many Products
			Product Decisions Affect Other Marketing Mix Elements
		The Life of the Product: Building the Product Experience
			Product Life Cycle Sales Revenue and Profitability
			Product Life Cycle Timeline
			Product Life Cycle Caveats
		New Products—Creating Long-Term Success
			“New” Defined
			Reasons for New Product Success or Failure
		New Product Development Process
			Identify Product Opportunities
			Define the Product Opportunity
			Develop the Product Opportunity
		Consumer Adoption and Diffusion Process
			Consumer Product Adoption Process
			The Diffusion of Innovations
		Summary
		Key Terms
		Application Questions
		Management Decision Case: Reaching Millennials through New Product Innovation at Campbell’s Soup
		Marketing Plan Exercise
		Notes
	Chapter 9: Build the Brand
		Brand: The Fundamental Character of a Product
			Brands Play Many Roles
			The Boundaries of Branding
		Brand Equity—Owning a Brand
			Defining Brand Equity
			Benefits of Brand Equity
		Branding Decisions
			Stand-Alone or Family Branding
			National or Store Branding
			Licensing
			Co-Branding
		Packaging and Labeling: Essential Brand Elements
			Package Objectives
			Effective Packaging
			Labeling
		Warranties and Service Agreements: Building Customer Confidence
			Warranties Help Define the Brand
		Summary
		Key Terms
		Application Questions
		Management Decision Case: Virgin Group Brand Extensions: Lots of Hits and a Few Misses
		Marketing Plan Exercise
		Notes
	Chapter 10: Service as the Core Offering
		Why Service is Important
			Service as a Differentiator
		Service is the Dominant Logic of Marketing
		Characteristics of Services
			Intangibility
			Inseparability
			Variability
			Perishability
		The Service-Profit Chain
			Internal Service Quality
			Satisfied, Productive, and Loyal Employees
			Greater Service Value for External Customers
			Customer Satisfaction and Loyalty
			Revenue and Profit Growth
		Service Attributes
			Search Attributes
			Experience Attributes
			Credence Attributes
			Importance of Understanding Service Attributes
		Service Quality
			Gap Analysis
			Servqual: A Multiple-Item Scale to Measure Service Quality
			The Servqual Instrument
		Service Blueprints
		Summary
		Key Terms
		Application Questions
		Management Decision Case: Amazon Dash: More Than Just a Dash of Service
		Marketing Plan Exercise
		Notes
Part Four: Price and Deliver the Value Offering
	Chapter 11: Manage Pricing Decisions
		Price is a Core Component Of Value
		Establish Pricing Objectives and Related Strategies
			Penetration Pricing
			Price Skimming
			Profit Maximization and Target ROI
			Competitor-Based Pricing
			Value Pricing
		Select Pricing Tactics
			Product Line Pricing
			Captive Pricing
			Price Bundling
			Reference Pricing
			Prestige Pricing
			Odd/Even Pricing
			One-Price Strategy and Variable Pricing
			Everyday Low Pricing (EDLP) and High/Low Pricing
			Auction Pricing
		Set the Exact Price
			Cost-Plus Pricing/Markup on Cost
			Markup on Sales Price
			Average-Cost Pricing
			Target Return Pricing
		Determine Channel Discounts and Allowances
			Cash Discounts
			Trade Discounts
			Quantity Discounts
			Seasonal Discounts
			Promotional Allowances
			Geographic Aspects of Pricing
		Execute Price Changes
		Understand Legal Considerations in Pricing
			Price-Fixing
			Price Discrimination
			Deceptive Pricing
			Predatory Pricing
			Fair Trade and Minimum Markup Laws
		Summary
		Key Terms
		Application Questions
		Management Decision Case: Surge Pricing: But Is It a Surge of Customer Value?
		Marketing Plan Exercise
		Notes
	Chapter 12: Manage Marketing Channels, Logistics, and Supply Chain
		The Value Chain and Value Netwrks
		Channels and Intermediaries
		Functions of Channel Intermediaries
			Physical Distribution Functions
			Transaction and Communication Functions
			Facilitating Functions
		Disintermediation and E-Channels
		Vertical Marketing Systems
			Corporate Systems
			Contractual Systems
			Administered Systems
		Channel Behavior: Conflict and Power
		Selecting Channel Approaches
			Distribution Intensity
			Channel Control and Adaptability
			Prioritization of Channel Functions—Push versus Pull Strategy
		Logistics Aspects of Supply Chain Management
			Order Processing
			Warehousing and Materials Handling
			Inventory Management
			Transportation
		Legal Issues in Supply Chain Management
			Exclusive Dealing
			Exclusive Territories
			Tying Contracts
		Retailing and Electronic Commerce
			Business-to-Consumer Electronic Commerce
			B2B E-commerce
		Summary
		Key Terms
		Application Questions
		Management Decision Case: Restoration Hardware—Using the Brick-and-Mortar Store as a “3D Catalog”
		Marketing Plan Exercise
		Notes
Part Five: Communicate the Value Offering
	Chapter 13: Promotion Essentials: Digital and Social Media Marketing
		Essentials of Promotion
			The Marketing Manager’s Role in Promotional Strategy
			Push and Pull Strategies
			Internal Marketing
		Hierarchy of Effects (AIDA) Model
			Attention
			Interest
			Desire
			Action
		The Role of Digital Marketing in Communicating Value
			Digital Advertising
			E-Mail
			Organizational Website
			Search Engine Optimization (SEO)
			Mobile Marketing
		Managing Social Media Marketing: Now the Customer is Involved in the Dialogue
			Types of Social Media
			Assessing the Value of Social Media Marketing
		Summary
		Key Terms
		Application Questions
		Management Decision Case: How Oreo Uses Social Media to Market Milk’s Favorite Cookie
		Marketing Plan Exercise
		Notes
	Chapter 14: Promotion Essentials: Legacy Approaches
		Advertising
			Types of Advertising
			Advertising Execution and Media Types
			The Role of the Creative Agency
		Sales Promotion
			Sales Promotion to Consumers
			Sales Promotion to Channel Members
		Public Relations (PR)
			Gaining Product Publicity and Buzz
			Securing Event Sponsorships
			Crisis Management
		Personal Selling—The Most Personal form of Communication
			Activities in Personal Selling
			Sales in B2C versus B2B Markets
			Classifying Sales Positions
			The Personal Selling Process
			Organizing the Sales Force
			Managing the Sales Force
		Summary
		Key Terms
		Application Questions
		Management Decision Case: Intel Uses Storytelling to “Let the Inside Out”
		Marketing Plan Exercise
		Notes
Glossary
Indexes (Name and Subject)