Essentials of marketing.

Description

Cover Title Copyright Contents CHAPTER ONE: Marketing's Value to Consumers, Firms, and Society Marketing—What's It All About? Marketing Is Important to You How Should We Define Marketing? Macro-Marketing The Role of Marketing in Economic Systems Marketing's Role Has Changed a Lot over the Years What Does the Marketing Concept Mean? The Marketing Concept and Customer Value The Marketing Concept Applies in Nonprofit Organizations The Marketing Concept, Social Responsibility, and Marketing Ethics Conclusion Key Terms Questions and Problems Suggested Cases Computer-Aided Problem CHAPTER TWO: Marketing Strategy Planning The Management Job in Marketing What Is a Marketing Strategy? Selecting a Market-Oriented Strategy Is Target Marketing Developing Marketing Mixes for Target Markets The Marketing Plan Is a Guide to Implementation and Control Recognizing Customer Lifetime Value and Customer Equity The Importance of Marketing Strategy Planning What Are Attractive Opportunities? Marketing Strategy Planning Process Highlights Opportunities Types of Opportunities to Pursue International Opportunities Should Be Considered Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem CHAPTER THREE: Evaluating Opportunities in the Changing Market Environment The Market Environment Objectives Should Set Firm's Course Company Resources May Limit Search for Opportunities Analyzing Competitors and the Competitive Environment The Economic Environment The Technological Environment The Political Environment The Legal Environment The Cultural and Social Environment Using Screening Criteria to Narrow Down to Strategies Planning Grids Help Evaluate a Portfolio of Opportunities Evaluating Opportunities in International Markets Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem CHAPTER FOUR: Focusing Marketing Strategy with Segmentation and Positioning Search for Opportunities Can Begin by Understanding Markets Naming Product-Markets and Generic Markets Market Segmentation Defines Possible Target Markets What Dimensions Are Used to Segment Markets? More Sophisticated Techniques May Help in Segmenting Differentiation and Positioning Take the Customer Point of View Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem CHAPTER FIVE: Final Consumers and Their Buying Behavior Consumer Behavior: Why Do They Buy What They Buy? Economic Needs Affect Most Buying Decisions Psychological Influences within an Individual Social Influences Affect Consumer Behavior Culture, Ethnicity, and Consumer Behavior Individuals Are Affected by the Purchase Situation The Consumer Decision Process Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem CHAPTER SIX: Business and Organizational Customers and Their Buying Behavior Business and Organizational Customers—A Big Opportunity Organizational Customers Are Different A Model of Business and Organizational Buying Step 1: Define the Problem Step 2: The Buying Process Step 3: Managing Buyer–Seller Relationships in Business Markets Manufacturers Are Important Customers Producers of Services—Smaller and More Spread Out Retailers and Wholesalers Buy for Their Customers The Government Market Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem CHAPTER SEVEN: Improving Decisions with Marketing Information Effective Marketing Requires Good Information Changes Are Under Way in Marketing Information Systems The Scientific Method and Marketing Research Five-Step Approach to Marketing Research Defining the Problem—Step 1 Analyzing the Situation—Step 2 Getting Problem-Specific Data—Step 3 Interpreting the Data—Step 4 Solving the Problem—Step 5 International Marketing Research Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem CHAPTER EIGHT: Elements of Product Planning for Goods and Services The Product Area Involves Many Strategy Decisions What Is a Product? Differences between Goods and Services Whole Product Lines Must Be Developed Too Branding Is a Strategy Decision Achieving Brand Familiarity Is Not Easy Protecting Brand Names and Trademarks What Kind of Brand to Use? Who Should Do the Branding? Packaging Promotes, Protects, and Enhances Warranty Policies Are a Part of Strategy Planning Product Classes Help Plan Marketing Strategies Consumer Product Classes Business Products Are Different Business Product Classes—How They Are Defined Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem CHAPTER NINE: Product Management and New-Product Development Innovation and Market Changes Create Opportunities Managing Products over Their Life Cycles Product Life Cycles Vary in Length Planning for Different Stages of the Product Life Cycle New-Product Planning An Organized New-Product Development Process Is Critical New-Product Development: A Total Company Effort Need for Product Managers Managing Product Quality Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem CHAPTER TEN: Place and Development of Channel Systems Marketing Strategy Planning Decisions for Place Place Decisions Are Guided by "Ideal" Place Objectives Channel System May Be Direct or Indirect Channel Specialists May Reduce Discrepancies and Separations Channel Relationship Must Be Managed Vertical Marketing Systems Focus on Final Customers The Best Channel System Should Achieve Ideal Market Exposure Multichannel Distribution and Reverse Channels Entering International Markets Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem CHAPTER ELEVEN: Distribution Customer Service and Logistics Physical Distribution Gets It to Customers Physical Distribution Customer Service Physical Distribution Concept Focuses on the Whole Distribution System Coordinating Logistics Activities among Firms The Transporting Function Adds Value to a Marketing Strategy Which Transporting Alternative Is Best? The Storing Function and Marketing Strategy Specialized Storing Facilities May Be Required The Distribution Center—A Different Kind of Warehouse Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem CHAPTER TWELVE: Retailers, Wholesalers, and Their Strategy Planning Retailers and Wholesalers Plan Their Own Strategies The Nature of Retailing Planning a Retailer's Strategy Conventional Retailers—Try to Avoid Price Competition Expand Assortment and Service—To Compete at a High Price Evolution of Mass-Merchandising Retailers Some Retailers Focus on Added Convenience Retailing on the Internet Why Retailers Evolve and Change Retailer Size and Profits Differences in Retailing in Different Nations What Is a Wholesaler? Wholesaling Is Changing with the Times Wholesalers Add Value in Different Ways Merchant Wholesalers Are the Most Numerous Agents Are Strong on Selling Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem CHAPTER THIRTEEN: Promotion—Introduction to Integrated Marketing Communications Promotion Communicates to Target Markets Several Promotion Methods Are Available Someone Must Plan, Integrate, and Manage the Promotion Blend Which Methods to Use Depends on Promotion Objectives Promotion Requires Effective Communication When Customers Initiate the Communication Process How Typical Promotion Plans Are Blended and Integrated Adoption Processes Can Guide Promotion Planning Promotion Blends Vary over the Life Cycle Setting the Promotion Budget Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem CHAPTER FOURTEEN: Personal Selling and Customer Service The Importance and Role of Personal Selling What Kinds of Personal Selling Are Needed? Order Getters Develop New Business Relationships Order Takers Nurture Relationships to Keep the Business Coming Supporting Sales Force Informs and Promotes in the Channel Customer Service Promotes the Next Purchase The Right Structure Helps Assign Responsibility Information Technology Provides Tools to Do the Job Sound Selection and Training to Build a Sales Force Compensating and Motivating Salespeople Personal Selling Techniques—Prospecting and Presenting Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem CHAPTER FIFTEEN: Advertising, Publicity, and Sales Promotion Advertising, Publicity, Sales Promotion, and Marketing Strategy Planning Advertising Is Big Business Advertising Objectives Are a Strategy Decision Objectives Determine the Kinds of Advertising Needed Choosing the "Best" Medium—How to Deliver the Message Digital Advertising Planning the "Best" Message—What to Communicate Advertising Agencies Often Do the Work Measuring Advertising Effectiveness Is Not Easy Avoid Unfair Advertising Customer Communication and Types of Publicity Sales Promotion—Do Something Different to Stimulate Change Challenges in Managing Sales Promotion Different Types of Sales Promotion for Different Targets Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem CHAPTER SIXTEEN: Pricing Objectives and Policies Price Has Many Strategy Dimensions Objectives Should Guide Strategy Planning for Price Profit-Oriented Objectives Sales-Oriented Objectives Status Quo Pricing Objectives Most Firms Set Specific Pricing Policies—To Reach Objectives Price Flexibility Policies Price-Level Policies—Over the Product Life Cycle Discount Policies—Reductions from List Prices Allowance Policies—Off List Prices Some Customers Get Something Extra List Price May Depend on Geographic Pricing Policies Pricing Policies Combine to Impact Customer Value Legality of Pricing Policies Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem CHAPTER SEVENTEEN: Price Setting in the Business World Price Setting Is a Key Strategy Decision Some Firms Just Use Markups Average-Cost Pricing Is Common and Can Be Dangerous Marketing Managers Must Consider Various Kinds of Costs Break-Even Analysis Can Evaluate Possible Prices Marginal Analysis Considers Both Costs and Demand Additional Demand-Oriented Approaches for Setting Prices Pricing a Full Line Bid Pricing and Negotiated Pricing Depend Heavily on Costs Conclusion Key Terms Questions and Problems Creating Marketing Plans Suggested Cases Computer-Aided Problem CHAPTER EIGHTEEN: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges How Should Marketing Be Evaluated? Can Consumer Satisfaction Be Measured? Micro-Marketing Often Does Cost Too Much Macro-Marketing Does Not Cost Too Much Marketing Strategy Planning Process Requires Logic and Creativity The Marketing Plan Brings All the Details Together Challenges Facing Marketers How Far Should the Marketing Concept Go? Conclusion Questions and Problems Creating Marketing Plans Suggested Cases APPENDIX A: Economics Fundamentals APPENDIX B: Marketing Arithmetic APPENDIX C :Career Planning in Marketing Video Cases 1. Chick-fil-A: "Eat Mor Chikin" (Except on Sunday) 2. Bass Pro Shops (Outdoor World) 3. Toyota Prius: The Power of Excellence in Product Innovation and Marketing 4. Potbelly Sandwich Works Grows through "Quirky" Marketing 5. Suburban Regional Shopping Malls: Can the Magic Be Restored? 6. Strategic Marketing Planning in Big Brothers Big Sisters of America 7. Invacare Says, "Yes, You Can!" to Customers Worldwide 8. Segway Finds Niche Markets for Its Human Transporter Technology Cases 1. McDonald's "Seniors" Restaurant 2. Golden Valley Foods, Inc. 3. NOCO United Soccer Academy 4. Hometown Tech 5. Polystyrene Solutions 6. Applied Steel 7. Omarama Mountain Lodge 8. Besitti's Restaurant 9. Peaceful Rest Motor Lodge 10. Cooper's Ice Center 11. Running Room 12. DrJane.com—Custom Vitamins 13. AAA Office World (AAA) 14. Showtime Media 15. The Buckeye Group 16. J&J Lumber Supply 17. Simply Pure H2O4U, Inc. 18. Whistler Township Volunteer Fire Department ( WTVFD) 19. MyPerfectWedding.com 20. Blue Lagoon Marine & Camp 21. Global Chemical, Inc. (GCI) 22. Bright Light Innovations: The Starlight Stove 23. Carson Furniture 24. Wireway 25. Long Beach Plastics 26. Abundant Harvest 27. Advanced Molding, Inc. 28. KCA Precision Tools (KCA) 29. Quality Iron Castings, Inc. 30. Walker-Winkle Mills, Ltd. 31. Amato Home Health (AHH) 32. Lever, Ltd. 33. Kennedy & Gaffney (K&G) 34. Chess Aluminum Worldwide (CAW) 35. Rizzuto's Pizzeria 36. Skyline Homebuilders Computer-Aided Problems Glossary A B C D E F G H I J K M N O P Q R S T U V W Z Notes Illustration Credits Author Index A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Company Index A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Subject Index A B C D E F G H I J K L M N O P Q R S T U V W Y Z