Marketing

Description

Cover Title Page Copyright Page Dedications About the Authors New to the Eighth Edition A Letter from the Authors Acknowledgments Brief Contents Table of Contents SECTION 1 ASSESSING THE MARKETPLACE 1 OVERVIEW OF MARKETING WHAT IS MARKETING? Marketing Is about Satisfying Customer Needs and Wants Adding Value 1.1: The Baby Dove Product Line Extension and Its Context Marketing Entails an Exchange Marketing Creates Value through Product, Price, Place, and Promotion Decisions Marketing Can Be Performed by Individuals and Organizations Marketing Affects Various Stakeholders Adding Value 1.2: The Kids Are Marketing All Right: Recycling and Selling on E-Commerce Platforms Ethical & Societal Dilemma 1.1: Making a Family Business More Valuable by Addressing Gender Inequality in the Coffee Market THE IMPORTANCE OF MARKETING OVER TIME Production-Oriented Era Sales-Oriented Era Market-Oriented Era Value-Based Marketing Era Adding Value 1.3: A Lipstick Option for Those Who Dream of a Hermès Bag HOW DOES MARKETING CREATE VALUE, AND HOW DO FIRMS BECOME MORE VALUE DRIVEN? Adding Value Marketing Analytics Adding Value 1.4: Is There Cash Value in No Cash? Amazon Thinks So Social and Mobile Marketing Marketing Analytics 1.1: Scan Your Face, Drive Away in Less Than a Minute: Using Biometrics at Hertz Rental Locations Social & Mobile Marketing 1.1: Marketing Your TikTok Account by . . . Sleeping? Ethical and Societal Dilemma Ethical & Societal Dilemma 1.2: After Axing Straws, Starbucks Still Faces Criticism for Single-Use Plastic Reviewing Learning Objectives Key Terms Marketing Digitally Marketing Applications Quiz Yourself Chapter Case Study: A Flood of Water Consumption Choices Quiz Yourself Answer Key 2 DEVELOPING MARKETING STRATEGIES AND A MARKETING PLAN WHAT IS A MARKETING STRATEGY? Customer Excellence Operational Excellence Product Excellence Adding Value 2.1: Beautiful Loyalty: Sally Beauty’s Updated Loyalty Program Locational Excellence Multiple Sources of Advantage THE MARKETING PLAN Step 1: Define the Business Mission and Objectives Step 2: Conduct a Situation Analysis Ethical & Societal Dilemma 2.1: Exchanging a Bottle of Pepsi for a Can of Water? Finding Packaging Solutions to Environmental Commitments Step 3: Identify and Evaluate Opportunities Using Segmentation, Targeting, and Positioning (STP) Adding Value 2.2: The New iPhone SE: What Makes It Different from Previous Versions? Step 4: Implement Marketing Mix and Allocate Resources Adding Value 2.3: Repositioning Old Spice Step 5: Evaluate Performance Using Marketing Metrics Social & Mobile Marketing 2.1: Making Technology Personal: How Wayfair Is Leveraging High-Tech Tools to Connect with Consumers Marketing Analytics 2.1: Making a First Impression in Less Than the First Second: New Evidence about Mobile Marketing Strategic Planning Is Not Sequential GROWTH STRATEGIES Market Penetration Market Development Product Development Diversification Reviewing Learning Objectives Key Terms Marketing Digitally Marketing Applications Quiz Yourself Chapter Case Study: The Coffee Wars Quiz Yourself Answer Key Appendix 2A: Writing a Marketing Plan 3 DIGITAL MARKETING: ONLINE, SOCIAL, AND MOBILE THE 4E FRAMEWORK FOR DIGITAL MARKETING Excite the Customer Educate the Customer Experience the Product or Service Engage the Customer ONLINE MARKETING Core Goals Contextual Elements Content Community Communication Commerce Connection THE WHEEL OF SOCIAL MEDIA ENGAGEMENT The Information Effect Marketing Analytics 3.1: Are Algorithms Discriminatory? Questions about How Facebook Targets Advertising The Connected Effect Adding Value 3.1: The Portal from Facebook with an Assist from Amazon The Network Effect The Dynamic Effect Social & Mobile Marketing 3.1: Just Don’t Eat the Detergent! Who Is Responsible for Consumers’ Risky Behaviors? The Timeliness Effect GOING MOBILE AND SOCIAL App Pricing Models HOW DO FIRMS ENGAGE THEIR CUSTOMERS? Listen Analyze Do INFLUENCER MARKETING Assessing the Efficacy of Influencers Types of Influencers Ethical Considerations for Influencer Marketing Reviewing Learning Objectives Key Terms Marketing Digitally Marketing Applications Quiz Yourself Chapter Case Study: Images, Sales, Brands: How Red Bull Uses Various Digital and Social Media Techniques to Achieve All Its Objectives Quiz Yourself Answer Key 4 CONSCIOUS MARKETING, CORPORATE SOCIAL RESPONSIBILITY, AND ETHICS CONSCIOUS MARKETING Adding Value 4.1: Philanthropy with a Dash of Style: The Elbi–David Yurman Partnership MARKETING’S GREATER PURPOSE: CORPORATE SOCIAL RESPONSIBILITY AS AN ELEMENT OF CONSCIOUS MARKETING THE STAKEHOLDERS OF CONSCIOUS MARKETING Employees Customers Ethical & Societal Dilemma 4.1: To What Extent Is YouTube Responsible for Protecting Children from Targeting? Marketplace Society Environment Adding Value 4.2: Untouched and Empowering, New Aerie Campaign Showcases Real Women INTEGRATING CONSCIOUS MARKETING THROUGHOUT THE FIRM: LEADERSHIP AND CULTURE Planning Phase Implementation Phase Control Phase Social & Mobile Marketing 4.1: Do Users Know What They Are Sharing with Facebook, and Do They Care? Marketing Analytics 4.1: China’s Social Credit System MARKETING ETHICS AS A CONSCIOUS MARKETING PRINCIPLE The Nature of Ethical and Unethical Marketing Decisions Ethics and Corporate Social Responsibility A Framework for Ethical Decision Making Reviewing Learning Objectives Key Terms Marketing Digitally Marketing Applications Quiz Yourself Chapter Case Study: Daily Table Quiz Yourself Answer Key Appendix 4A: Understanding Ethics Using Scenarios 5 ANALYZING THE MARKETING ENVIRONMENT A MARKETING ENVIRONMENT ANALYSIS FRAMEWORK THE IMMEDIATE ENVIRONMENT Company Capabilities Competitors Corporate Partners Physical Environment Ethical & Societal Dilemma 5.1: Microplastics in the Pool: The Unique Environmental Harms of Swimwear and Efforts to Address Them MACROENVIRONMENTAL FACTORS Culture Demographics Social & Mobile Marketing 5.1: What Can Pokémon Go Do for Marketers? Social Trends Ethical & Societal Dilemma 5.2: Consumers Insist on Healthy Foods—Until You Mess with the Color of Their Trix Adding Value 5.1: Realistic Beauty at CVS Technological Advances Marketing Analytics 5.1: Vending Drinks, Gathering Big Data: How Coca-Cola Relies on Cutting-Edge Analytics to Develop New Drink Flavors Economic Situation Political/Legal Environment Responding to the Environment Reviewing Learning Objectives Key Terms Marketing Digitally Marketing Applications Quiz Yourself Chapter Case Study: The Rise of the Electric Car Quiz Yourself Answer Key SECTION 2 UNDERSTANDING THE MARKETPLACE 6 CONSUMER BEHAVIOR THE CONSUMER DECISION PROCESS Need Recognition Ethical & Societal Dilemma 6.1: CVS Makes Changes to Focus on Customer Health Search for Information Marketing Analytics 6.1: The Best Behavioral Predictor? What People Buy on Amazon Ethical & Societal Dilemma 6.2: Is Fashion a Statement? Marketing Clothing as Political Protest Evaluation of Alternatives Adding Value 6.1: How LaCroix Has Entered Consumers’ Evoked Set Using Social Media That Highlight Its Determinant Attributes Ethical & Societal Dilemma 6.3: The Gems and Skins Might Be Virtual, but the Money Is Real: In-Game Purchases, Kids, and Content Purchase and Consumption Postpurchase FACTORS INFLUENCING THE CONSUMER DECISION PROCESS Psychological Factors Social Factors Situational Factors Adding Value 6.2: Meeting Consumers’ Demands for Healthy While Also Fulfilling Their Cravings for Salty INVOLVEMENT AND CONSUMER BUYING DECISIONS Extended Problem Solving Limited Problem Solving Reviewing Learning Objectives Key Terms Marketing Digitally Marketing Applications Quiz Yourself Chapter Case Study: Battle of the Titans: Amazon Echo versus Google Home (and Don’t Forget about Apple) Quiz Yourself Answer Key 7 BUSINESS-TO-BUSINESS MARKETING B2B MARKETS Manufacturers and Service Providers Resellers Institutions Government Ethical & Societal Dilemma 7.1: Marketing Human Resources: The Growing Market for Outsourced Workers THE BUSINESS‐TO‐BUSINESS BUYING PROCESS Stage 1: Need Recognition Stage 2: Product Specification Social & Mobile Marketing 7.1: Stimulating Need Recognition When Selling Directly to Consumers Necessitates Strategic Advertising Campaigns Stage 3: RFP Process Stage 4: Proposal Analysis, Vendor Negotiation, and Selection Stage 5: Order Specification Stage 6: Vendor Performance Assessment Using Metrics THE BUYING CENTER Organizational Culture Building B2B Relationships Adding Value 7.1: Establishing a Platform for Marketing Brands: The Wistia Way THE BUYING SITUATION Reviewing Learning Objectives Key Terms Marketing Digitally Marketing Applications Quiz Yourself Chapter Case Study: A True Platform for Sellers: How Alibaba Is Trying to Take Over the World Quiz Yourself Answer Key 8 GLOBAL MARKETING ASSESSING GLOBAL MARKETS Economic Analysis Using Metrics Analyzing Infrastructure and Technological Capabilities Analyzing Governmental Actions Social & Mobile Marketing 8.1: Can a Hashtag Save a National Currency? Using Twitter to Help Nigeria Analyzing Sociocultural Factors Ethical & Societal Dilemma 8.1: Success and the Challenges It Creates: How Growing Diaper and Pad Consumption Has Left Personal Goods Firms with a Growing Problem Ethical & Societal Dilemma 8.2: Dolce & Gabbana Faces Public Scrutiny in China The Appeal of the BRIC Countries CHOOSING A GLOBAL ENTRY STRATEGY Exporting Franchising Strategic Alliance Joint Venture Direct Investment CHOOSING A GLOBAL MARKETING STRATEGY Target Market: Segmentation, Targeting, and Positioning Adding Value 8.1: Like Pumpkin and Chocolate Sauce for Your Fries? McDonald’s Might Be Able to Help with That Adding Value 8.2: Domino’s Growth Plan: Expand Everywhere and Every Way Adding Value 8.3: Forget the Mall, Shoppers Are Buying Gucci at Airports Adding Value 8.4: International Women’s Day as Inspiration for Marketing Messages Reviewing Learning Objectives Key Terms Marketing Digitally Marketing Applications Quiz Yourself Chapter Case Study: Colonel Sanders Would Be Proud, KFC Is a Global Brand Quiz Yourself Answer Key SECTION 3 TARGETING THE MARKETPLACE 9 SEGMENTATION, TARGETING, AND POSITIONING THE SEGMENTATION, TARGETING, AND POSITIONING PROCESS Step 1: Establish the Overall Strategy or Objectives Step 2: Use Segmentation Methods Adding Value 9.1: Dealing with Modern Life by Playing: LEGO Promises Mindfulness and Meaning for Adults Ethical & Societal Dilemma 9.1: Supporting Black-Owned Businesses Even after They’re Purchased by Conglomerates Social & Mobile Marketing 9.1: Using Our Outdoor Voices, Literally and Figuratively Marketing Analytics 9.1: Taking the Temperature of Consumers to Track Disease and Market Products Step 3: Evaluate Segment Attractiveness Step 4: Select a Target Market Adding Value 9.2: When Your Brand Is Popular among a Non–Target Market: Patagonia’s Decision to Limit Sales to Maintain Its Value-Based Image Step 5: Identify and Develop Positioning Strategy Positioning Methods Positioning Using Perceptual Mapping Reviewing Learning Objectives Key Terms Marketing Digitally Marketing Applications Quiz Yourself Chapter Case Study: P&G Segments Its Market along Multiple Dimensions Quiz Yourself Answer Key 10 MARKETING RESEARCH AND ANALYTICS THE MARKETING RESEARCH PROCESS Marketing Research Process Step 1: Defining the Objectives and Research Needs Marketing Research Process Step 2: Designing the Research Marketing Research Process Step 3: Collecting the Data Marketing Research Process Step 4: Analyzing the Data and Developing Insights Marketing Research Process Step 5: Developing and Implementing an Action Plan SECONDARY DATA Inexpensive Secondary Data Syndicated Secondary Data PRIMARY DATA COLLECTION TECHNIQUES Marketing Analytics 10.1: The Under Armour Idea of “Connected Fitness” Observation In‐Depth Interviews Focus Group Interviews Survey Research Adding Value 10.1: How Booking.com Leveraged Marketing Research to Develop Novel Offerings for Travelers Looking for Something Different Panel‐ and Scanner‐Based Research Experimental Research Advantages and Disadvantages of Primary and Secondary Research BIG DATA Marketing Analytics 10.2: How Much Is Your Search History Worth? Would Social & Mobile Marketing 10.1: Selfies as Data: Relying on a New Form of Self-Reporting to Gauge Consumer Behavior MARKETING ANALYTICS Marketing Decisions Tools and Methods Adding Value 10.2: A Big Meal and Some Big Data: The Expanding Uses of Data Mining and Analytics in the Restaurant Industry THE ETHICS OF USING CUSTOMER INFORMATION Ethical & Societal Dilemma 10.1: Vacuuming Up More Than Dirt: The Information Collected by Roomba and Its Potential Uses Reviewing Learning Objectives Key Terms Marketing Digitally Marketing Applications Quiz Yourself Chapter Case Study: Swim, Lift, Play—But Also Donate: Using Marketing Research to Redefine the YMCA Quiz Yourself Answer Key Appendix 10A: Using Secondary Data to Assess Customer Lifetime Value (CLV) SECTION 4 VALUE CREATION 11 PRODUCT, BRANDING, AND PACKAGING DECISIONS COMPLEXITY AND TYPES OF PRODUCTS Complexity of Products Types of Products Adding Value 11.1: Have You Seen the One about JS Watch Company? A Luxury Marketing and Pricing Strategy That Doesn’t Take Itself Too Seriously PRODUCT MIX AND PRODUCT LINE DECISIONS BRANDING Value of Branding for the Customer Brand Equity for the Owner Social & Mobile Marketing 11.1: From Jingles to Music Videos: Creating an Authentic Auditory Brand BRANDING STRATEGIES Brand Ownership Naming Brands and Product Lines Brand and Line Extensions Co‐branding Brand Licensing Ethical & Societal Dilemma 11.1: Art and the Fashionable Sock: A New Era in Licensing Agreements Brand Repositioning Adding Value 11.2: An Abbreviation No More: Weight Watchers Rebrands as Simply WW PACKAGING Product Labeling Reviewing Learning Objectives Key Terms Marketing Digitally Marketing Applications Quiz Yourself Chapter Case Study: Yogurt Lovers Say, “It’s All Greek to Me” Quiz Yourself Answer Key 12 DEVELOPING NEW PRODUCTS WHY DO FIRMS CREATE NEW PRODUCTS? Adding Value 12.1: Finding the Hearables Market by Visiting Coachella Changing Customer Needs Ethical & Societal Dilemma 12.1: “Smart” Toys Raise New Privacy Concerns Market Saturation Managing Risk through Diversity Adding Value 12.2: Adding Podcasts to Their Portfolios: How Streaming Services Are Expanding Their Product Lines Fashion Cycles Social & Mobile Marketing 12.1: A Battle Royale for Gamers: Call of Duty versus Fortnite Improving Business Relationships DIFFUSION OF INNOVATION Innovators Early Adopters Early Majority Late Majority Laggards Using the Diffusion of Innovation Theory HOW FIRMS DEVELOP NEW PRODUCTS Idea Generation Concept Testing Product Development Market Testing Product Launch Evaluation of Results THE PRODUCT LIFE CYCLE Introduction Stage Growth Stage Maturity Stage Adding Value 12.3: Wearables That Want Your Sweat to Improve Your Service Access Decline Stage The Shape of the Product Life Cycle Curve Strategies Based on Product Life Cycle: Some Caveats Reviewing Learning Objectives Key Terms Marketing Digitally Marketing Applications Quiz Yourself Chapter Case Study: Hit or Miss, Dyson Wants to Make Products That Solve Problems in Different Ways Quiz Yourself Answer Key 13 SERVICES: THE INTANGIBLE PRODUCT Adding Value 13.1: Hotels on Wheels: A Service Innovation SERVICES MARKETING DIFFERS FROM PRODUCT MARKETING Intangible Inseparable Production and Consumption Ethical & Societal Dilemma 13.1: Snooping on Babysitters, Even before Hiring Them: The Predictim Service Promise Heterogeneous Perishable Adding Value 13.2: Casper Mattress Dreams Up a Creative Way to Mix Business with Marketing PROVIDING GREAT SERVICE: THE SERVICE GAPS MODEL The Knowledge Gap: Understanding Customer Expectations The Standards Gap: Setting Service Standards The Delivery Gap: Delivering Service Quality Adding Value 13.3: Take a Virtual “Test Drive” before Booking Your Next Trip Social & Mobile Marketing 13.1: The Doctor Will See You Now, At Least Virtually The Communication Gap: Communicating the Service Promise Service Quality, Customer Satisfaction, and Loyalty Marketing Analytics 13.1: Do Low-Price Shoppers Want Service Too? Aldi Says So, and It’s Delivering It to Them SERVICE RECOVERY Listening to Customers and Involving Them in Service Recovery Finding a Fair Solution Resolving Problems Quickly Reviewing Learning Objectives Key Terms Marketing Digitally Marketing Applications Quiz Yourself Chapter Case Study: Understanding GrubHub’s Service Quality Quiz Yourself Answer Key SECTION 5 VALUE CAPTURE 14 PRICING CONCEPTS FOR CAPTURING VALUE THE FIVE Cs OF PRICING Company Objectives Adding Value 14.1: The Secret to Nissan’s Success: Fleet Sales Adding Value 14.2: Do Airline Passengers Get What They Pay For? Air France Thinks So, Which Is Why It Charges More Customers Marketing Analytics 14.1: The Ultimate Outcomes of Dynamic Pricing Costs Break‐Even Analysis and Decision Making Markup and Target Return Pricing Competition Channel Members Reviewing Learning Objectives Key Terms Marketing Digitally Marketing Applications Quiz Yourself Chapter Case Study: T-Mobile’s Pricing Strategy Is a Game Changer Quiz Yourself Answer Key 15 STRATEGIC PRICING METHODS AND TACTICS CONSIDERATIONS FOR SETTING PRICE STRATEGIES Cost‐Based Methods Competition‐Based Methods Value‐Based Methods Adding Value 15.1: A Price Cut or a Competitive Marketing Tactic? Amazon’s Price Drop at Whole Foods Is Both Ethical & Societal Dilemma 15.1: Competitive Pricing across Channels: Target’s Transparency, or Lack Thereof PRICING STRATEGIES Everyday Low Pricing (EDLP) High/Low Pricing New Product Pricing Strategies Adding Value 15.2: The iPhone SE: The Moment When Apple Finally Began to Follow Conventional Pricing Models PRICING TACTICS Pricing Tactics Aimed at Consumers Business Pricing Tactics and Discounts LEGAL AND ETHICAL ASPECTS OF PRICING Deceptive or Illegal Price Advertising Predatory Pricing Price Discrimination Price Fixing Ethical & Societal Dilemma 15.2: New Advertising Information about Prescription Drugs: Their Prices! Reviewing Learning Objectives Key Terms Marketing Digitally Marketing Applications Quiz Yourself Chapter Case Study: Pizza Players, Pizza Prices Quiz Yourself Answer Key SECTION 6 VALUE DELIVERY: DESIGNING THE CHANNEL AND SUPPLY CHAIN 16 SUPPLY CHAIN AND CHANNEL MANAGEMENT THE IMPORTANCE OF MARKETING CHANNEL/SUPPLY CHAIN MANAGEMENT Marketing Channels Add Value Marketing Channel Management Affects Other Aspects of Marketing Adding Value 16.1: Developing Quick Response Systems for Unpredictable Sports Outcomes: How Fanatics Gets Gear to Fans without Delay DESIGNING MARKETING CHANNELS Direct Marketing Channel Indirect Marketing Channel Franchising MANAGING THE MARKETING CHANNEL AND SUPPLY CHAIN Marketing Channel Conflict Power in the Marketing Channel Adding Value 16.2: Milk Is Going Vertical Managing Marketing Channels and Supply Chains through Strategic Relationships Adding Value 16.3: Ensuring the Cars Run (Off the Production Line) despite Disruptions MAKING INFORMATION FLOW THROUGH MARKETING CHANNELS MAKING MERCHANDISE FLOW THROUGH MARKETING CHANNELS Distribution Centers versus Direct Store Delivery Getting Merchandise to Customers Adding Value 16.4: Pick It Up and Put It Down: Where Robots Succeed and Where They Fail Ethical & Societal Dilemma 16.1: Controlling Theft with Dummy Packages: Amazon’s Effort to Catch Unethical Delivery Drivers Reviewing Learning Objectives Key Terms Marketing Digitally Marketing Applications Quiz Yourself Chapter Case Study: Grocery Delivery Quiz Yourself Answer Key 17 RETAILING AND OMNICHANNEL MARKETING Social & Mobile Marketing 17.1: Groceries Are Essential, and in a Pandemic, So Are Mobile and Contactless Channels to Get Them CHOOSING RETAILING PARTNERS Channel Structure Customer Expectations Channel Member Characteristics Distribution Intensity IDENTIFYING TYPES OF RETAILERS Food Retailers Social & Mobile Marketing 17.2: Can Brick and Mortar Last in an Online and Mobile Retail World? Adding Value 17.1: When Grocery Shopping Turns into . . . Something Else, Something Fun General Merchandise Retailers Service Retailers DEVELOPING A RETAIL STRATEGY USING THE SIX Ps Product Price Adding Value 17.2: Expanding the Product Mix: Target’s Extensive Private-Label Plans Promotion Place Presentation Personnel MANAGING AN OMNICHANNEL STRATEGY Deeper and Broader Selection Personalization Expanded Market Presence Integrated CRM Brand Image Ethical & Societal Dilemma 17.1: How Retailers and Tech Companies Collaborate to Create Beacons That Track Shoppers—And What Shoppers Can Do about It (or Not) Pricing Supply Chain Reviewing Learning Objectives Key Terms Marketing Digitally Marketing Applications Quiz Yourself Chapter Case Study: Ashley Stewart Quiz Yourself Answer Key SECTION 7 VALUE COMMUNICATION 18 INTEGRATED MARKETING COMMUNICATIONS COMMUNICATING WITH CONSUMERS The Communication Process Adding Value 18.1: Eleven Loves Eggos; Why Wouldn’t Fans of Stranger Things Love Them Too? How Consumers Perceive Communication Social & Mobile Marketing 18.1: Messaging App Snaps Up Advertisers with New Enhancements The AIDA Model Adding Value 18.2: But Can the Duck Belt Out a Hit? Aflac’s Country Music Marketing Communications to Clarify What Its Products Do CHANNELS USED IN AN INTEGRATED MARKETING COMMUNICATIONS STRATEGY Adding Value 18.3: Dashing beyond Delivery: How DoorDash Is Leveraging All Its Marketing Options Advertising Public Relations Sales Promotions Personal Selling Direct Marketing Online Marketing Social & Mobile Marketing 18.2: Tasty: A Revolution in Marketing or Just the Latest Example of IMC? Adding Value 18.4: Combining Two Popular Trends: Advertising through In-Home Voice Assistants PLANNING FOR AND MEASURING IMC SUCCESS Goals Setting and Allocating the IMC Budget Measuring Success Using Marketing Metrics Planning, Implementing, and Evaluating IMC Programs—An Illustration of Google Advertising Reviewing Learning Objectives Key Terms Marketing Digitally Marketing Applications Quiz Yourself Chapter Case Study: Taking IMC to the Max: Pepsi Max and Modern Communications Quiz Yourself Answer Key 19 ADVERTISING, PUBLIC RELATIONS, AND SALES PROMOTIONS STEP 1: IDENTIFY TARGET AUDIENCE STEP 2: SET ADVERTISING OBJECTIVES Informative Advertising Persuasive Advertising Adding Value 19.1: Thinking Big and Small: An Arby’s Advertising Campaign That Breaks World Records Reminder Advertising Focus of Advertisements Ethical & Societal Dilemma 19.1: Effectively Controversial or Just Plain Cruel? A Public Health Campaign by South Dakota STEP 3: DETERMINE THE ADVERTISING BUDGET STEP 4: CONVEY THE MESSAGE The Message The Appeal STEP 5: EVALUATE AND SELECT MEDIA Mass and Niche Media Choosing the Right Medium Determining the Advertising Schedule Ethical & Societal Dilemma 19.2: It’s Both Cute and Horrifying: A Historical Ad That Tries to Get Toddlers to Chew More Gum STEP 6: CREATE ADVERTISEMENTS STEP 7: ASSESS IMPACT USING MARKETING METRICS Ethical & Societal Dilemma 19.3: Funny, or a Little Creepy? How Spotify Uses Highly Specific Data Analysis Results REGULATORY AND ETHICAL ISSUES IN ADVERTISING Ethical & Societal Dilemma 19.4: When Is It Bragging, and When Is It False Advertising—and Who Decides? Comparative Advertising by Chevrolet and the Responses by Its Rivals PUBLIC RELATIONS SALES PROMOTION Types of Sales Promotion Using Sales Promotion Tools Reviewing Learning Objectives Key Terms Marketing Digitally Marketing Applications Quiz Yourself Chapter Case Study: Beyond Product Placement: The Positive Partnership of Lexus and Black Panther Quiz Yourself Answer Key 20 PERSONAL SELLING AND SALES MANAGEMENT THE SCOPE AND NATURE OF PERSONAL SELLING Personal Selling as a Career The Value Added by Personal Selling Social & Mobile Marketing 20.1: Selling through WhatsApp: How a Digital Tool Is Altering Sales Practices in India THE PERSONAL SELLING PROCESS Step 1: Generate and Qualify Leads Adding Value 20.1: A LinkedIn Advertising Campaign That Focuses on How People Can Sell Step 2: Preapproach and the Use of CRM Systems Step 3: Sales Presentation and Overcoming Reservations Adding Value 20.2: Selling When the Sharks Are Circling: The Selling Lessons to Learn from Shark Tank Contestants Step 4: Closing the Sale Step 5: Follow‐Up MANAGING THE SALES FORCE Sales Force Structure Ethical & Societal Dilemma 20.1: Are Multilevel Marketing Sales a Route to Fabulous Wealth or Really Just a Pyramid Scheme? Recruiting and Selecting Salespeople Sales Training Motivating and Compensating Salespeople ETHICAL AND LEGAL ISSUES IN PERSONAL SELLING The Sales Manager and the Sales Force The Sales Force and Corporate Policy The Salesperson and the Customer Reviewing Learning Objectives Key Terms Marketing Digitally Marketing Applications Quiz Yourself Chapter Case Study: Want to Buy a Robot?: Making the Sale Quiz Yourself Answer Key Glossary Name Index Company Index Subject Index