Marketing: Real People, Real Choices [Global Edition]

Cover
Title Page
Copyright
Dedication
Brief Contents
Contents
Preface
About the Authors
Part 1: Understand the Value Proposition
	Chapter 1. Welcome to the World of Marketing: Create and Deliver Value
		Real People, Real Choices: Suzanne McFadden
		Marketing: What Is It?
			"Marketing Is the Activity, Set of Institutions, and Processes ..."
			"... for Creating, Communicating, Delivering, and Exchanging ...": The Marketing Mix
			"... Offerings ...": What Can We Market?
			"... Value for Customers ..."
		When Did Marketing Begin? The Evolution of a Concept
			The Production Era
			The Sales Era
			The Relationship Era
			The Triple-Bottom-Line Era
			What’s Next in the Evolution of Marketing?
		The Value of Marketing and the Marketing of Value
			Value from the Customer’s Perspective
			Value from the Seller’s Perspective
			Value from Society’s Perspective
		Marketing as a Process
			Disruptive Marketing
		Brand You: A Framework for Managing Your Career
			Starting the Brand You Process
			Applying Marketing Concepts to Brand You
		Objective Summaries and Key Terms
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at StockX
	Chapter 2. Global, Ethical, and Sustainable Marketing
		Real People, Real Choices: Tom Szaky
		Take a Bow: Marketing on the Global Stage
			World Trade
			Should We Go Global?
		Understand International, Regional, and Country Global Trade Controls
			Initiatives in International Cooperation and Regulation
		Analyze the External Marketing Environment
			The Economic Environment
			The Technological Environment
			The Political and Legal Environment
			The Sociocultural Environment
			Disruption in the Global Marketplace
		How “Global” Should a Global Marketing Strategy Be?
			Company-Level Decisions: The Market Entry Strategy
			Marketing Mix Strategies: To “P” or Not to “P?”
		Ethics Is Job One in Marketing Planning
			Ethical Philosophies
			Codes of Business Ethics
			Is Marketing Unethical?
			When Is a Bribe Not a Bribe? Ethical Issues for Global Business
		Sustainability: Marketers Do Well by Doing Good
			Sustainability Is a Sensible Business Decision
			Developing a Sustainable Marketing Mix
			Sustainable Customer Behavior
		Brand You: Finding the Right Fit
			Organizational Culture
			Differences among Industries
			Landing a Job Overseas
		Objective Summaries and Key Terms
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at Walmart
	Chapter 3. Strategic Market Planning
		Real People, Real Choices: Robert "Navy Bob" Roncska
		Business Planning: Compose the Big Picture
			The Three Levels of Business Planning
		Strategic Planning: Frame the Picture
			Step 1: Define the Mission, Vision, and Values
			Step 2: Evaluate the Internal and External Environment
			Step 3: Set Organizational or SBU Objectives
			Step 4: Establish the Business Portfolio
			Step 5: Develop Growth Strategies
		Market Planning: Develop and Execute Marketing Strategy
			Step 1: Perform a Situation Analysis
			Step 2: Set Marketing Objectives
			Step 3: Develop Marketing Strategies: Target Markets and the Marketing Mix
			Step 4: Implement and Control the Marketing Plan
			Action Plans
			Operational Planning: Day-to-Day Execution of Marketing Plans
			Agile Marketing and the Strategic Market Planning Process
			Digital Disruption and Strategic Market Planning
			Make Your Life Easier! Use the Market Planning Template
		Brand You: Planning Your Career
			Your Personal Strategic Plan
			From Strategic Planning to Success
		Objective Summaries and Key Terms
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at P&G
		Chapter 3 Supplement: Build a Marketing Plan
Part 2: Determine the Value Propositions Different Customers Want
	Chapter 4. Market Research
		Real People, Real Choices: Cindy Bean
		Knowledge Is Power
			Disruption and Market Research
			The Marketing Information System
		Evidence-Based Decision Making in Marketing
		Steps in the Market Research Process
			Step 1: Define the Research Problem
			Step 2: Determine the Research Design
			Step 3: Choose the Method to Collect Primary Data
			Step 4: Design the Sample
			Step 5: Collect the Data
			Step 6: Analyze and Interpret the Data
			Step 7: Prepare the Research Report
		Brand You: Career and Internship Information and Research
			Good Research Strategies
			How to Begin and End Your Search
			Gathering Information Online and Offline
		Objective Summaries and Key Terms
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at LEGO
	Chapter 5. Marketing Analytics: Welcome to the Era of Data-Driven Insights!
		Real People, Real Choices: Josh Barbieri
		Customer Relationship Management (CRM): A Key Decision Tool for Marketers
			Why Is CRM So Effective?
			Measuring Marketing Success
		Big Data: Zettabytes Rule
			Big Data Creation, Sources, and Usage
			Data Mining
			Primary Data Types for Data Mining
			Data Mining: Applications for Marketers
			Data Scientists: Transforming Big Data into Winning Information
			Augmented Intelligence: Enhancing Consumer Experiences with Big Data
			Reality Check for Marketers: Ethical Considerations in Using Big Data
		A Primer on Analytics
			Connect Digital Marketing Channels to Marketing Analytics
			Connect with Consumers across Digital Marketing Channels
			Marketing Accountability within Digital Marketing Channels: A Specialty Headphones Example
			Marketing Accountability within Nondigital Marketing Channels
			Predictive Analytics
		Brand You: Creating, Organizing, and Mining Your Personal Career Big Data—For the Lifetime of Your Career
			Customer Acquisition
			Customer Retention
		Objective Summaries and Key Terms
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at Spotify
		Chapter 5 Supplement: CRM Metrics and Key Performance Indicators (KPIs)
	Chapter 6. Understand Consumer and Business Markets
		Real People, Real Choices: Dondeena Bradley
		The Consumer Decision-Making Process
			Not All Decisions Are the Same
			Step 1: Problem Recognition
			Step 2: Information Search
			Step 3: Evaluation of Alternatives
			Step 4: Product Choice
			Step 5: Postpurchase Evaluation
			The Hive Mind: Consumer Decision Making in the Digital Age
			Changes in Consumer Decision Making: Welcome to AI
		Internal Influences on Consumers’ Decisions
			Perception
			Motivation
			Learning
			Attitudes
			Personality and the Self: Are You What You Buy?
			Age
			Lifestyle
		Situational and Social Influences on Consumers’ Decisions
			Situational Influences
			Social Influences on Consumers’ Decisions
			Values (Again)
		Business Markets: Buying and Selling When the Customer Is Another Organization
			Types of Business-to-Business Customers
			Factors That Make a Difference in Business Markets
			B2B Demand
		Business Purchase Situations and the Business Buying Decision Process
			The Buyclass Framework
			Professional Buyers and Buying Centers
			The Business Purchase Decision Process
			B2B E-Commerce and Social Media
		Brand You: Why Employers Buy
			Step 1: Understand the Employer’s Decision Process
			Step 2: Understand the Process of Creating Brand You
		Objective Summaries and Key Terms
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at Anheuser-Busch InBev
	Chapter 7. Segmentation, Target Marketing, and Positioning
		Real People, Real Choices: Jen Sey
		Target Marketing: Select and Enter a Market
		Step 1: Segmentation
			Segment Consumer Markets
			Demographic Segmentation: By Age
			Segment B2B Markets
			Disruption in Segmentation: When Everybody’s a Segment of One
		Step 2: Targeting
			Phases of Targeting
		Step 3: Positioning
			Steps in Positioning
			Perceptual Maps
		Brand You: Sharpening Your Focus with Target Marketing
			Target Marketing
			Bringing Your Personal Brand to Life
		Objective Summaries and Key Terms
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at ThirdLove
Part 3: Develop the Value Proposition for the Customer
	Chapter 8. Product I: Innovation and New Product Development
		Real People, Real Choices: Sheryl Adkins-Green
		Build A Better Mousetrap—and Add Value
			Layers of the Product Concept
		How Marketers Classify Products
			How Long Do Products Last?
			How Do Consumers Buy Products?
			How Do Businesses Buy Products?
		Disruption in Marketing: Innovation and Design Thinking Now Drive Product Success
			Types of Innovations
		New Product Development
			Phase 1: Ideation (or Idea Generation)
			Phase 2: Product Concept Development and Screening
			Phase 3: Marketing Strategy Development
			Phase 4: Business Analysis
			Phase 5: Technical Development
			Phase 6: Market Test
			Phase 7: Commercialization
		Adoption and Diffusion of New Products
			Stages in Consumers’ Adoption of a New Product
			Adopter Categories
			Product Factors That Affect the Rate of Adoption
		Brand You: Creating Your Value Proposition
			Add to Your Product Layers
		Objective Summaries and Key Terms
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at Nature On Tap
	Chapter 9. Product II: Product Strategy, Branding, and Product Management
		Real People, Real Choices: Aaron Keller
		Product Planning: Develop Product Objectives and Product Strategy
			Getting Product Objectives Right
			Objectives and Strategies for Individual Products
			Objectives and Strategies for Multiple Products
			Product Mix Strategies
			Quality as a Product Objective: TQM and Beyond
		Marketing Throughout the Product Life Cycle
			Introduction Stage
			Growth Stage
			Maturity Stage
			Decline Stage
		Branding and Packaging: Create Product Identity
			What’s in a Name (or a Symbol)?
			Why Brands Matter
			Branding Strategies
			Disruption in Branding: Toward Social Justice and Marketing’s Responses
			Packages and Labels: Branding’s Little Helpers
		Organize for Effective Product Management
			Manage Existing Products
			Organize for New Product Development
		Brand You: Managing the Product—You
			Your Value Proposition—The Key to Success
			Launch Your Career with Marketable Skills
			Manage Your Career by Remaining Employable
			Communicate Your Value
			Going Up!
		Objective Summaries and Key Terms
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at Helen of Troy
	Chapter 10. Price: What Is the Value Proposition Worth?
		Real People, Real Choices: Imad Khalidi
		“Yes, but What Does It Cost?”
			What Is Price?
			Step 1: Develop Pricing Objectives
		Costs, Demand, Revenue, and the Pricing Environment
			Step 2: Estimate Demand
			Step 3: Determine Costs
			Step 4: Examine the Pricing Environment
		Identify Strategies and Tactics to Price the Product
			Step 5: Choose a Pricing Strategy
			Step 6: Develop Pricing Tactics
		Pricing and Innovations in Payment for E-Commerce
			Pricing Advantages for Online Shoppers
			Dynamic Pricing Strategies
			Online Auctions
			Freemium Pricing Strategies
			Internet Price Discrimination
			Innovations in Payment Systems
			Disruption on the Consumer Side of the Exchange
		Psychological, Legal, and Ethical Aspects of Pricing
			Psychological Issues in Setting Prices
			Psychological Pricing Strategies
			Legal and Ethical Considerations in B2C and C2C Pricing
			Legal Issues in B2B Pricing
			Price-Fixing
			Predatory Pricing
		Brand You: How Much Are You Worth?
			Step 1: Realistic Expectations
			Step 2: Know What You’re Worth
			Step 3: Know How Much You Need
			Salary Question Dos and Don’ts
		Objective Summaries and Key Terms
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at United Airlines
		Chapter 10 Supplement: Marketing Math
Part 4: Deliver and Communicate the Value Proposition
	Chapter 11. Deliver the Goods: Determine the Distribution Strategy
		Real People, Real Choices: Michael Ford
		Types of Distribution Channels and Wholesale Intermediaries
			Functions of Distribution Channels
			The Evolution of Distribution Functions
			Types of Distribution Channels
			Distribution Channels and the Marketing Mix
			Ethics in the Distribution Channel
		Develop a Channel Strategy
			Step 1: Develop Distribution Objectives
			Step 2: Evaluate Internal and External Environmental Influences
			Step 3: Choose a Distribution Strategy
			Step 4: Develop Distribution Tactics
		Logistics and the Supply Chain
			The Lowdown on Logistics
			Place: Pulling It All Together through the Supply Chain
			Disruption in Logistics and Supply Chain
		Brand You: Delivering Your Value Proposition
			Step 1: Study the Company
			Step 2: Prepare Good Questions and Good Answers
			Step 3: Close the Interview
			Step 4: Follow Up
			How to Dress and What to Bring
		Objective Summaries and Key Terms
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at Rent the Runway
	Chapter 12. Deliver the Customer Experience
		Real People, Real Choices: Paula Hopkins
		The Customer Experience Is Everything!
			Customer Journey Mapping
		Retailing, 21St-Century Style
			Retailing: A Mixed (Shopping) Bag
			The Evolution of Retailing
		Types of Retailers
			Classifying Retailers by What They Sell
			Classifying Retailers by Level of Service
			Major Brick-and-Mortar Retailing Formats
		B2C E-Commerce and Other Types of Nonstore Retailers
			B2C E-Commerce
			Benefits of B2C E-Commerce
			Limitations of B2C E-Commerce
		The Evolution Continues: What’s “In Store” for the Future?
			Economic Evolution
			Customer Evolution
			Technological Evolution
		Ethical Problems in Retailing
			Dishonest Behaviors
			Ethical Treatment of Customers
			Other Ethical Issues in B2C and C2C Retailing
			Fair Trade: Retailing and Global Social Responsibility
		Selling What Isn’t There: Services and Other Intangibles
			Marketing Services
			The Service Encounter
			How We Provide Quality Service
			Marketing People, Places, and Ideas
			The Future of Services
			Disruption in Retail
		Brand You: Evaluating and Finalizing Your Offer
			Salary Discussions
			Evaluating the Offer
			But Is It the Right Offer for YOU?
			Negotiating an Offer
			Accepting the Offer
		Objective Summaries and Key Terms
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at Lululemon Athletica
	Chapter 13. Promotion I: Planning and Advertising
		Real People, Real Choices: Sara Bamossy
		Communication Models in a Digital World That Is “Always On”
			The Communication Process
			Updated Web 2.0 Communication
			The Promotion Mix
			Mass Communication: The One-to-Many Model
			Personal Communication: The One-to-One Model
		An Overview of Promotion Planning
			Step 1: Identify the Target Audience(s)
			Step 2: Establish the Communication Objectives
			Step 3: Determine and Allocate the Marketing Communication Budget
			Step 4: Design the Promotion Mix
			Step 5: Evaluate the Effectiveness of the Communication Program
			Multichannel Promotion Strategies
		Advertising
			Types of Advertising Based on Marketing Goals
			Who Creates Advertising?
			User-Generated Advertising Content
			Ethical Issues in Advertising
			Develop the Advertising Campaign
			Where to Say It: Traditional Mass Media
			Comparing Traditional Media Vehicles
			Where to Say It: Branded Entertainment
			Where to Say It: Support Media
			Where to Say It: Digital Media
			Ethical Issues in Digital Media Advertising
			When and How Often to Say It: Media Scheduling
			Disruption in Advertising
		Direct Marketing
			Mail Order
			Direct Mail
			Telemarketing
			Direct-Response Advertising
			M-Commerce
		Brand You: Developing a Personal Marketing Communication Plan
			Step 1: Your Job Search: What “Media” to Use
			Step 2: Advertising: Developing Your Marketing Communication Messages
		Objective Summaries and Key Terms
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at Nestlé
	Chapter 14. Promotion II: Social Media Platforms and Other Promotion Elements
		Real People, Real Choices: Andrew Mitchell
		Social Media Marketing
			Social Media
			Social Networks
			Location-Based Social Networks and Mobile Apps
			The Internet of Things
			Disruption in Storytelling
		Sales Promotion
			Sales Promotion Directed toward Consumers
			Trade Sales Promotion: Targeting the B2B Customer
		Personal Selling: Adding the Personal Touch to the Promotion Mix
			The Role of Personal Selling in the Marketing Mix
			Technology and Personal Selling
			Future Trends in Professional Selling
			Types of Sales Jobs
			Two Approaches to Personal Selling
			The Creative Selling Process
		Public Relations
			Plan a PR Campaign
			PR Tactics
			Buzz Marketing
			Evaluation of a PR Campaign
		Brand You: How Networking Can Help You Achieve Your Career Goals
			Networking—How It Works
			Where to Start Networking
			How LinkedIn Can Help You Build Your Network
			Other Ways to Enhance Networking
		Objective Summaries and Key Terms
		Chapter Questions and Activities
		Marketing in Action Case: Real Choices at Brud
Appendix Marketing Plan: The S&S Smoothie Company
Glossary
Name Index
Subject Index