Marketing : real people, real choices

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Cover Title Page Copyright Page Contents Preface About the Authors Acknowledgments PART 1 Understand the Value Proposition CHAPTER 1: Welcome to the World of Marketing: Create and Deliver Value Real people, Real Choices: Here’s my problem MARKETING: WHAT IS IT? WHEN DID MARKETING BEGIN? THE EVOLUTION OF A CONCEPT RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World THE VALUE OF MARKETING AND THE MARKETING OF VALUE THE CUTTING EDGE: Users Build Brands that Customers Trust MARKETING AS A PROCESS Objective Summary • Key Terms • Apply Chapter Questions and Activities Marketing in Action Case: Real Choices at Nestlé CHAPTER 2: Global, Ethical, and Sustainable Marketing Real people, Real Choices: Here’s my problem TAKE A BOW: MARKETING ON THE GLOBAL STAGE UNDERSTAND INTERNATIONAL, REGIONAL, AND COUNTRY REGULATIONS ANALYZE THE MARKETING ENVIRONMENT: INTERNAL AND EXTERNAL SCANS IS THE WORLD FLAT OR NOT? HOW “GLOBAL” SHOULD A GLOBAL MARKETING STRATEGY BE? ETHICS IS JOB ONE IN MARKETING PLANNING SUSTAINABILITY: MARKETERS DO WELL BY DOING GOOD RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World Objective Summary • Key Terms • Apply Chapter Questions and Activities Marketing in Action Case: Real Choices at Mattel CHAPTER 3: Strategic Market Planning Real people, Real Choices: Here’s my problem PLANNING: COMPOSE THE BIG PICTURE STRATEGIC PLANNING: FRAME THE PICTURE RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World MARKET PLANNING: DEVELOP AND EXECUTE MARKETING STRATEGY THE CUTTING EDGE: Strengthen Your Message with Twitter Cards Objective Summary • Key Terms • Apply Chapter Questions and Activities Marketing in Action Case: Real Choices at Amazon PART 2 Determine the Value Propositions Different Customers Want CHAPTER 4: Market Research Real people, Real Choices: Here’s my problem KNOWLEDGE IS POWER THE ROLE OF THE CUSTOMER INSIGHTS FUNCTION IN A MARKETING ORGANIZATION STEPS IN THE MARKET RESEARCH PROCESS RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World THE CUTTING EDGE: Cookies That Track You 24/7 Objective Summary • Key Terms • Apply Chapter Questions and Activities Marketing in Action Case: Real Choices at GetFeedback CHAPTER 5: Marketing Analytics: Welcome to the Era of Big Data! Real people, Real Choices: Here’s my problem CUSTOMER RELATIONSHIP MANAGEMENT (CRM): A KEY DECISION TOOL FOR MARKETERS BIG DATA: TERABYTES RULE THE CUTTING EDGE: Big Data Predicts Outbreaks of Infectious Diseases RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World MARKETING ANALYTICS METRICS FOR MARKETING CONTROL Objective Summary • Key Terms • Apply Chapter Questions and Activities Marketing in Action Case: Real Choices at State Farm CHAPTER 6: Understand Consumer and Business Markets Real people, Real Choices: Here’s my problem THE CONSUMER DECISION-MAKING PROCESS INTERNAL INFLUENCES ON CONSUMERS’ DECISIONS RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World SITUATIONAL AND SOCIAL INFLUENCES ON CONSUMERS’ DECISIONS THE CUTTING EDGE: No More Waiting on Shipping BUSINESS MARKETS: BUYING AND SELLING WHEN THE CUSTOMER IS ANOTHER ORGANIZATION BUSINESS BUYING SITUATIONS AND THE BUSINESS BUYING DECISION PROCESS Objective Summary • Key Terms • Apply Chapter Questions and Activities Marketing in Action Case: Real Choices at Electrolux CHAPTER 7: Segmentation, Target Marketing, and Positioning Real people, Real Choices: Here’s my problem TARGET MARKETING: SELECT AND ENTER A MARKET STEP 1: SEGMENTATION THE CUTTING EDGE: Chipotle Targets Socially Conscious Gen Y STEP 2: TARGETING STEP 3: POSITIONING RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World Objective Summary • Key Terms • Apply Chapter Questions and Activities Marketing in Action Case: Real Choices at Subaru PART 3 Develop the Value Proposition for the Customer CHAPTER 8: Product I: Innovation and New Product Development Real people, Real Choices: Here’s my problem BUILD A BETTER MOUSETRAP—AND ADD VALUE HOW MARKETERS CLASSIFY PRODUCTS “NEW AND IMPROVED!” THE PROCESS OF INNOVATION THE CUTTING EDGE: Innovating for a Better Shave NEW PRODUCT DEVELOPMENT RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World ADOPTION AND DIFFUSION OF NEW PRODUCTS Objective Summary • Key Terms • Apply Chapter Questions and Activities Marketing in Action Case: Real Choices at Chobani CHAPTER 9: Product II: Product Strategy, Branding, and Product Management Real people, Real Choices: Here’s my problem PRODUCT PLANNING: USE PRODUCT OBJECTIVES TO DECIDE ON A PRODUCT STRATEGY RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World MARKETING THROUGHOUT THE PRODUCT LIFE CYCLE THE CUTTING EDGE: Social Media Brings Products Back to Life BRANDING AND PACKAGING: CREATE PRODUCT IDENTITY ORGANIZE FOR EFFECTIVE PRODUCT MANAGEMENT Objective Summary • Key Terms • Apply Chapter Questions and Activities Marketing in Action Case: Real Choices at Starbucks CHAPTER 10: Price: What is the Value Proposition Worth? Real people, Real Choices: Here’s my problem “YES, BUT WHAT DOES IT COST?” THE CUTTING EDGE: Digital Currencies: Bitcoin WHAT IS PRICE? COSTS, DEMAND, REVENUE, AND THE PRICING ENVIRONMENT IDENTIFY STRATEGIES AND TACTICS TO PRICE THE PRODUCT PRICING AND ELECTRONIC COMMERCE PSYCHOLOGICAL, LEGAL, AND ETHICAL ASPECTS OF PRICING RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World Objective Summary • Key Terms • Apply Chapter Questions and Activities Marketing in Action Case: Real Choices at Procter & Gamble Supplement: Marketing Math PART 4 Deliver and Communicate the Value Proposition CHAPTER 11: Deliver the Goods: Determine Distribution Strategy Real people, Real Choices: Here’s my problem TYPES OF DISTRIBUTION CHANNELS AND WHOLESALE INTERMEDIARIES THE CUTTING EDGE: Amazon Delivers in 30 Minutes or Less? DEVELOP A CHANNEL STRATEGY LOGISTICS AND THE SUPPLY CHAIN RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World Objective Summary • Key Terms • Apply Chapter Questions and Activities Marketing in Action Case: Real Choices at Elizabeth Arden CHAPTER 12: Deliver the Customer Experience: Bricks and Clicks Real people, Real Choices: Here’s my problem RETAILING, TWENTY-FIRST-CENTURY STYLE RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World TYPES OF BRICKS-AND-MORTAR RETAILERS E-COMMERCE AND OTHER TYPES OF NONSTORE RETAILERS THE CUTTING EDGE: Tokyo Vending Machines “Recognize” Customers SERVICE AS A CORE SOURCE OF VALUE Objective Summary • Key Terms • Apply Chapter Questions and Activities Marketing in Action Case: Real Choices at IKEA CHAPTER 13: Promotion I: Advertising and Sales Promotion Real people, Real Choices: Here’s my problem COMMUNICATION MODELS IN A WEB 2.0 WORLD OVERVIEW OF PROMOTIONAL PLANNING ADVERTISING THE CUTTING EDGE: Pay-Per-Gaze RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World SALES PROMOTION Objective Summary • Key Terms • Apply Chapter Questions and Activities Marketing in Action Case: Real Choices at Stouffer’s CHAPTER 14: Promotion II: Social Media, Direct/Database Marketing, Personal Selling, and Public Relations Real people, Real Choices: Here’s my problem SOCIAL MEDIA THE CUTTING EDGE: Heinz Ketchup’s Tryvertising Creates Buzz DIRECT MARKETING PERSONAL SELLING: ADDING THE PERSONAL TOUCH TO THE PROMOTION MIX THE LANDSCAPE OF MODERN PERSONAL SELLING THE CREATIVE SELLING PROCESS PUBLIC RELATIONS RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World Objective Summary • Key Terms • Apply Chapter Questions and Activities Marketing in Action Case: Real Choices at Oreo Appendix A: Marketing Plan: The S&S Smoothie Company Appendix B: You, Marketing, and Your Career NOTES GLOSSARY A B C D E F G H I J K L M N O P Q R S T U V W Y INDEX Name 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 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