Preface to Marketing Management

Title
Contents
SECTION I ESSENTIALS OF MARKETING MANAGEMENT
	PART A INTRODUCTION
		1 Chapter
			Strategic Planning and the Marketing Management Process
			The Marketing Concept
			What Is Marketing?
			What Is Strategic Planning?
			Strategic Planning and Marketing Management
			The Strategic Planning Process
			The Complete Strategic Plan
			The Marketing Management Process
			Situation Analysis
			Marketing Planning
			Implementation and Control of the Marketing Plan
			Marketing Information Systems and Marketing Research
			The Strategic Plan, the Marketing Plan, and Other Functional Area Plans
			Marketing’s Role in Cross-Functional Strategic Planning
			Conclusion
			Appendix Portfolio Models
	PART B MARKETING INFORMATION, RESEARCH,AND UNDERSTANDING THE TARGET MARKET
		2 Chapter
			Marketing Research: Process and Systems for Decision Making
			The Role of Marketing Research
			The Marketing Research Process
			Purpose of the Research
			Plan of the Research
			Performance of the Research
			Processing of Research Data
			Preparation of the Research Report
			Limitations of the Research Process
			Marketing Information Systems
			Conclusion
		3 Chapter
			Consumer Behavior
			Social Influences on Consumer Decision Making
			Culture and Subculture
			Social Class
			Reference Groups and Families
			Marketing Influences on Consumer Decision Making
			Product Influences
			Price Influences
			Promotion Influences
			Place Influences
			Situational Influences on Consumer Decision Making
			Psychological Influences on Consumer Decision Making
			Product Knowledge
			Product Involvement
			Consumer Decision Making
			Need Recognition
			Alternative Search
			Alternative Evaluation
			Purchase Decision
			Postpurchase Evaluation
			Conclusion
		4 Chapter
			Business, Government, and Institutional Buying
			Categories of Organizational Buyers
			Producers
			Intermediaries
			Government Agencies
			Other Institutions
			The Organizational Buying Process
			Purchase-Type Influences on Organizational Buying
			Straight Rebuy
			Modified Rebuy
			New Task Purchase
			Structural Influences on Organizational Buying
			Purchasing Roles
			Organization-Specific Factors
			Purchasing Policies and Procedures
			Behavioral Influences on Organizational Buying
			Personal Motivations
			Role Perceptions
			Stages in the Organizational Buying Process
			Organizational Need
			Vendor Analysis
			Purchase Activities
			Postpurchase Evaluation
			Conclusion
		5 Chapter
			Market Segmentation
			Delineate the Firm’s Current Situation
			Determine Consumer Needs and Wants
			Divide Markets on Relevant Dimensions
			A Priori versus Post Hoc Segmentation
			Relevance of Segmentation Dimensions
			Bases for Segmentation
			Develop Product Positioning
			Decide Segmentation Strategy
			Design Marketing Mix Strategy
			Conclusion
	PART C THE MARKETING MIX
		6 Chapter
			Product and Brand Strategy
			Basic Issues in Product Management
			Product Definition
			Product Classification
			Product Quality and Value
			Product Mix and Product Line
			Branding and Brand Equity
			Packaging
			Product Life Cycle
			Product Adoption and Diffusion
			The Product Audit
			Deletions
			Product Improvement
			Organizing for Product Management
			Conclusion
		7 Chapter
			New Product Planning and Development
			New Product Strategy
			New Product Planning and Development Process
			Idea Generation
			Idea Screening
			Project Planning
			Product Development
			Test Marketing
			Commercialization
			The Importance of Time
			Some Important New Product Decisions
			Quality Level
			Product Features
			Product Design
			Product Safety
			Causes of New Product Failure
			Need for Research
			Conclusion
		8 Chapter
			Integrated Marketing Communications
			Strategic Goals of Marketing Communication
			Create Awareness
			Build Positive Images
			Identify Prospects
			Build Channel Relationships
			Retain Customers
			The Promotion Mix
			Integrated Marketing Communications
			Advertising: Planning and Strategy
			Objectives of Advertising
			Advertising Decisions
			The Expenditure Question
			The Allocation Question
			Sales Promotion
			Push versus Pull Marketing
			Trade Sales Promotions
			Consumer Promotions
			What Sales Promotion Can and Can’t Do
			Public Relations
			Direct Marketing
			Conclusion
			Appendix Major Federal Agencies Involved in Control of Advertising
		9 Chapter
			Personal Selling, Relationship Building, and Sales Management
			Importance of Personal Selling
			The Sales Process
			Objectives of the Sales Force
			The Sales Relationship-Building Process
			People Who Support the Sales Force
			Managing the Sales and Relationship-Building Process
			The Sales Management Task
			Controlling the Sales Force
			Motivating and Compensating Performance
			Conclusion
		10 Chapter
			Distribution Strategy
			The Need for Marketing Intermediaries
			Classification of Marketing Intermediaries and Functions
			Channels of Distribution
			Selecting Channels of Distribution
			Specific Considerations
			Managing a Channel of Distribution
			Relationship Marketing in Channels
			Vertical Marketing Systems
			Wholesaling
			Store and Nonstore Retailing
			Store Retailing
			Nonstore Retailing
			Conclusion
		11 Chapter
			Pricing Strategy
			Demand Influences on Pricing Decisions
			Demographic Factors
			Psychological Factors
			Price Elasticity
			Supply Influences on Pricing Decisions
			Pricing Objectives
			Cost Considerations in Pricing
			Product Considerations in Pricing
			Environmental Influences on Pricing Decisions
			Competition
			Government Regulations
			A General Pricing Model
			Set Pricing Objectives
			Evaluate Product–Price Relationships
			Estimate Costs and Other Price Limitations
			Analyze Profit Potential
			Set Initial Price Structure
			Change Price as Needed
			Conclusion
	PART D MARKETING IN SPECIAL FIELDS
		12 Chapter
			The Marketing of Services
			Important Characteristics of Services
			Intangibility
			Inseparability
			Perishability and Fluctuating Demand
			Client Relationship
			Customer Effort
			Uniformity
			Providing Quality Services
			Customer Satisfaction Measurement
			The Importance of Internal Marketing
			Overcoming the Obstacles in Service Marketing
			Limited View of Marketing
			Limited Competition
			Noncreative Management
			No Obsolescence
			The Service Challenge
			Banking
			Health Care
			Insurance
			Travel
			Implications for Service Marketers
			Conclusion
		13 Chapter
			Global Marketing
			The Competitive Advantage of Nations
			Organizing for Global Marketing
			Problems with Entering Foreign Markets
			Organizing the Multinational Company
			Programming for Global Marketing
			Global Marketing Research
			Global Product Strategy
			Global Distribution Strategy
			Global Pricing Strategy
			Global Advertising and Sales Promotion Strategy
			Entry and Growth Strategies for Global Marketing
			Conclusion
SECTION II ANALYZING MARKETING PROBLEMS AND CASES
	A Case Analysis Framework
	1. Analyze and Record the Current Situation
	2. Analyze and Record Problems and Their Core Elements
	3. Formulate, Evaluate, and Record Alternative Courses of Action
	4. Select and Record the Chosen Alternative and Implementation Details
	Pitfalls to Avoid in Case Analysis
	Communicating Case Analyses
	The Written Report
	The Oral Presentation
	Conclusion
SECTION III FINANCIAL ANALYSIS FOR MARKETING DECISIONS
	Financial Analysis
	Break-Even Analysis
	Net Present Value Analysis
	Ratio Analysis
	Conclusion
SECTION IV DEVELOPING MARKETING PLANS
	A Marketing Plan Framework
	Title Page
	Executive Summary
	Table of Contents
	Introduction
	Situational Analysis
	Marketing Planning
	Implementation and Control of the Marketing Plan
	Summary
	Appendix—Financial Analysis
	References
	Conclusion
	Chapter Notes
	Index