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BASIC MARKETING 19th edition [Kietas viršelis]

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  • Formatas: Hardback, 784 pages, aukštis x plotis x storis: 282x216x31 mm, weight: 1653 g, 267 Illustrations
  • Išleidimo metai: 16-Apr-2013
  • Leidėjas: McGraw Hill Higher Education
  • ISBN-10: 0078028981
  • ISBN-13: 9780078028984
Kitos knygos pagal šią temą:
BASIC MARKETING 19th editionDidesnis paveikslėlis
  • Formatas: Hardback, 784 pages, aukštis x plotis x storis: 282x216x31 mm, weight: 1653 g, 267 Illustrations
  • Išleidimo metai: 16-Apr-2013
  • Leidėjas: McGraw Hill Higher Education
  • ISBN-10: 0078028981
  • ISBN-13: 9780078028984
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9780078028984.html
Raktažodžiai:
Provides an integrated teaching and learning solution for presenting the four Ps framework and managerial orientation with a strategy planning focus. This title focuses on how to make marketing decisions in deciding what customers to focus on and how best to meet their needs.

Built on a strong foundation, Basic Marketing 19e provides an integrated teaching and learning solution for presenting the four Ps framework and managerial orientation with a strategy planning focus. The Perreault franchise was the pioneer of the “four Ps” in the introductory marketing course. The unifying focus of Basic Marketing has always been on how to make marketing decisions in deciding what customers to focus on and how best to meet their needs. Consistent with our belief in continuous quality improvement, this edition has been critically revised, updated, and rewritten to reflect new concepts, new examples, recent “best practices,” and to tightly integrate the best digital tools in the industry for ensuring that students are prepared to engage in classroom lectures and pursue future business and marketing careers.
1
Chapter One Marketing's Value to Consumers, Firms, and Society
2(28)
Marketing---What's It All About?
4(2)
Marketing Is Important to You
6(1)
How Should We Define Marketing?
7(1)
Macro-Marketing
8(4)
The Role of Marketing in Economic Systems
12(4)
Marketing's Role Has Changed a Lot over the Years
16(1)
What Does the Marketing Concept Mean?
17(2)
The Marketing Concept and Customer Value
19(3)
The Marketing Concept Applies in Nonprofit Organizations
22(1)
The Marketing Concept, Social Responsibility, and Marketing Ethics
23(7)
Conclusion
27(1)
Key Terms
28(1)
Questions and Problems
28(1)
Suggested Cases
29(1)
Computer-Aided Problem
29(1)
2
Chapter Two Marketing Strategy Planning
30(26)
The Management Job in Marketing
32(1)
What Is a Marketing Strategy?
33(1)
Selecting a Market-Oriented Strategy Is Target Marketing
34(1)
Developing Marketing Mixes for Target Markets
35(5)
The Marketing Plan Is a Guide to Implementation and Control
40(2)
Recognizing Customer Lifetime Value and Customer Equity
42(1)
The Importance of Marketing Strategy Planning
43(2)
What Are Attractive Opportunities?
45(2)
Marketing Strategy Planning Process Highlights Opportunities
47(2)
Types of Opportunities to Pursue
49(2)
International Opportunities Should Be Considered
51(5)
Conclusion
53(1)
Key Terms
53(1)
Questions and Problems
54(1)
Creating Marketing Plans
54(1)
Suggested Cases
54(1)
Computer-Aided Problem
55(1)
3
Chapter Three Evaluating Opportunities in the Changing Market Environment
56(30)
The Market Environment
58(1)
Objectives Should Set Firm's Course
59(2)
Company Resources May Limit Search for Opportunities
61(1)
Analyzing Competitors and the Competitive Environment
62(4)
The Economic Environment
66(1)
The Technological Environment
67(2)
The Political Environment
69(1)
The Legal Environment
70(2)
The Cultural and Social Environment
72(6)
Using Screening Criteria to Narrow Down to Strategies
78(2)
Planning Grids Help Evaluate a Portfolio of Opportunities
80(2)
Evaluating Opportunities in International Markets
82(4)
Conclusion
83(1)
Key Terms
84(1)
Questions and Problems
84(1)
Creating Marketing Plans
85(1)
Suggested Cases
85(1)
Computer-Aided Problem
85(1)
4
Chapter Four Focusing Marketing Strategy with Segmentation and Positioning
86(31)
Search for Opportunities Can Begin by Understanding Markets
88(3)
Naming Product-Markets and Generic Markets
91(1)
Market Segmentation Defines Possible Target Markets
92(6)
What Dimensions Are Used to Segment Markets?
98(4)
A Best Practice Approach to Segmenting Product-Markets
102(6)
More Sophisticated Techniques May Help in Segmenting
108(1)
Differentiation and Positioning Take the Customer Point of View
109(8)
Conclusion
113(1)
Key Terms
113(1)
Questions and Problems
113(1)
Creating Marketing Plans
114(1)
Suggested Cases
114(1)
Computer-Aided Problem
114(3)
5
Chapter Five Final Consumers and Their Buying Behavior
117(25)
Consumer Behavior: Why Do They Buy What They Buy?
118(1)
Economic Needs Affect Most Buying Decisions
118(3)
Psychological Influences within an Individual
121(8)
Social Influences Affect Consumer Behavior
129(5)
Individuals Are Affected by the Purchase Situation
134(1)
The Consumer Decision Process
135(3)
Consumer Behavior in International Markets
138(4)
Conclusion
139(1)
Key Terms
140(1)
Questions and Problems
140(1)
Creating Marketing Plans
141(1)
Suggested Cases
141(1)
Computer-Aided Problem
141(1)
6
Chapter Six Business and Organizational Customers and Their Buying Behavior
142(26)
Business and Organizational Customers---A Big Opportunity
144(1)
Organizational Customers Are Different
145(2)
Many Different People May Influence a Decision
147(5)
Organizational Buyers Are Problem Solvers
152(2)
Buyer--Seller Relationships in Business Markets
154(5)
Manufacturers Are Important Customers
159(2)
Producers of Services---Smaller and More Spread Out
161(1)
Retailers and Wholesalers Buy for Their Customers
162(1)
The Government Market
163(5)
Conclusion
165(1)
Key Terms
165(1)
Questions and Problems
165(1)
Creating Marketing Plans
166(1)
Suggested Cases
166(1)
Computer-Aided Problem
166(2)
7
Chapter Seven Improving Decisions with Marketing Information
168(28)
Effective Marketing Requires Good Information
170(1)
Changes Are Under Way in Marketing Information Systems
171(5)
The Scientific Method and Marketing Research
176(1)
Five-Step Approach to Marketing Research
176(1)
Defining the Problem---Step 1
177(1)
Analyzing the Situation---Step 2
177(4)
Getting Problem-Specific Data---Step 3
181(8)
Interpreting the Data---Step 4
189(2)
Solving the Problem---Step 5
191(1)
International Marketing Research
192(4)
Conclusion
193(1)
Key Terms
193(1)
Questions and Problems
193(1)
Creating Marketing Plans
194(1)
Suggested Cases
194(1)
Computer-Aided Problem
194(2)
8
Chapter Eight Elements of Product Planning for Goods and Services
196(38)
The Product Area Involves Many Strategy Decisions
198(1)
What Is a Product?
198(4)
Differences between Goods and Services
202(1)
Whole Product Lines Must Be Developed Too
203(1)
Branding Is a Strategy Decision
204(2)
Achieving Brand Familiarity Is Not Easy
206(2)
Protecting Brand Names and Trademarks
208(1)
What Kind of Brand to Use?
209(1)
Who Should Do the Branding?
210(1)
Packaging Promotes, Protects, and Enhances
211(2)
Warranty Policies Are a Part of Strategy Planning
213(1)
Product Classes Help Plan Marketing Strategies
214(1)
Consumer Product Classes
215(2)
Business Products Are Different
217(1)
Business Product Classes---How They Are Defined
218(16)
Conclusion
221(1)
Key Terms
221(1)
Questions and Problems
222(1)
Creating Marketing Plans
223(1)
Suggested Cases
223(1)
Computer-Aided Problem
223(11)
9
Chapter Nine Product Management and New-Product Development
234(19)
Innovation and Market Changes Create Opportunities
226(1)
Managing Products over Their Life Cycles
227(3)
Product Life Cycles Vary in Length
230(2)
Planning for Different Stages of the Product Life Cycle
232(4)
New-Product Planning
236(2)
An Organized New-Product Development Process Is Critical
238(6)
New-Product Development: A Total Company Effort
244(1)
Need for Product Managers
245(1)
Managing Product Quality
246(7)
Conclusion
249(1)
Key Terms
249(1)
Questions and Problems
250(1)
Creating Marketing Plans
250(1)
Suggested Cases
250(1)
Computer-Aided Problem
250(3)
10
Chapter Ten Place and Development of Channel Systems
253(25)
Marketing Strategy Planning Decisions for Place
254(1)
Place Decisions Are Guided by "Ideal" Place Objectives
255(1)
Channel System May Be Direct or Indirect
256(4)
Channel Specialists May Reduce Discrepancies and Separations
260(2)
Channel Relationship Must Be Managed
262(4)
Vertical Marketing Systems Focus on Final Customers
266(2)
The Best Channel System Should Achieve Ideal Market Exposure
268(2)
Multichannel Distribution and Reverse Channels
270(3)
Entering International Markets
273(5)
Conclusion
275(1)
Key Terms
275(1)
Questions and Problems
275(1)
Creating Marketing Plans
276(1)
Suggested Cases
276(1)
Computer-Aided Problem
277(1)
11
Chapter Eleven Distribution Customer Service and Logistics
278(22)
Physical Distribution Gets It to Customers
280(1)
Physical Distribution Customer Service
281(2)
Physical Distribution Concept Focuses on the Whole Distribution System
283(2)
Coordinating Logistics Activities among Firms
285(3)
The Transporting Function Adds Value to a Marketing Strategy
288(2)
Which Transporting Alternative Is Best?
290(3)
The Storing Function and Marketing Strategy
293(2)
Specialized Storing Facilities May Be Required
295(1)
The Distribution Center---A Different Kind of Warehouse
296(4)
Conclusion
298(1)
Key Terms
298(1)
Questions and Problems
298(1)
Creating Marketing Plans
299(1)
Suggested Cases
299(1)
Computer-Aided Problem
299(1)
12
Chapter Twelve Retailers, Wholesalers, and Their Strategy Planning
300(28)
Retailers and Wholesalers Plan Their Own Strategies
302(1)
The Nature of Retailing
303(1)
Planning a Retailer's Strategy
304(2)
Conventional Retailers---Try to Avoid Price Competition
306(1)
Expand Assortment and Service---To Compete at a High Price
307(1)
Evolution of Mass-Merchandising Retailers
307(3)
Some Retailers Focus on Added Convenience
310(1)
Retailing on the Internet
311(3)
Why Retailers Evolve and Change
314(2)
Retailer Size and Profits
316(1)
Differences in Retailing in Different Nations
317(2)
What Is a Wholesaler?
319(1)
Wholesaling Is Changing with the Times
319(1)
Wholesalers Add Value in Different Ways
320(2)
Merchant Wholesalers Are the Most Numerous
322(2)
Agents Are Strong on Selling
324(4)
Conclusion
325(1)
Key Terms
326(1)
Questions and Problems
326(1)
Creating Marketing Plans
327(1)
Suggested Cases
327(1)
Computer-Aided Problem
327(1)
13
Chapter Thirteen Promotion---Introduction to Integrated Marketing Communications
328(28)
Promotion Communicates to Target Markets
330(1)
Several Promotion Methods Are Available
331(2)
Someone Must Plan, Integrate, and Manage the Promotion Blend
333(2)
Which Methods to Use Depends on Promotion Objectives
335(2)
Promotion Requires Effective Communication
337(3)
When Customers Initiate the Communication Process
340(3)
How Typical Promotion Plans Are Blended and Integrated
343(4)
Adoption Processes Can Guide Promotion Planning
347(3)
Promotion Blends Vary over the Life Cycle
350(1)
Setting the Promotion Budget
351(5)
Conclusion
353(1)
Key Terms
353(1)
Questions and Problems
354(1)
Creating Marketing Plans
354(1)
Suggested Cases
355(1)
Computer-Aided Problem
355(1)
14
Chapter Fourteen Personal Selling and Customer Service
356(28)
The Importance and Role of Personal Selling
358(3)
What Kinds of Personal Selling Are Needed?
361(1)
Order Getters Develop New Business Relationships
361(1)
Order Takers Nurture Relationships to Keep the Business Coming
362(1)
Supporting Sales Force Informs and Promotes in the Channel
363(2)
Customer Service Promotes the Next Purchase
365(1)
The Right Structure Helps Assign Responsibility
366(5)
Information Technology Provides Tools to Do the Job
371(2)
Sound Selection and Training to Build a Sales Force
373(1)
Compensating and Motivating Salespeople
374(2)
Personal Selling Techniques---Prospecting and Presenting
376(8)
Conclusion
381(1)
Key Terms
381(1)
Questions and Problems
381(1)
Creating Marketing Plans
382(1)
Suggested Cases
382(1)
Computer-Aided Problem
382(2)
15
Chapter Fifteen Advertising, Publicity, and Sales Promotion
384(34)
Advertising, Publicity, Sales Promotion, and Marketing Strategy Planning
386(2)
Advertising Is Big Business
388(1)
Advertising Objectives Are a Strategy Decision
389(2)
Objectives Determine the Kinds of Advertising Needed
391(2)
Choosing the "Best" Medium---How to Deliver the Message
393(3)
Digital Advertising
396(3)
Planning the "Best" Message---What to Communicate
399(1)
Advertising Agencies Often Do the Work
400(2)
Measuring Advertising Effectiveness Is Not Easy
402(1)
How to Avoid Unfair Advertising
403(1)
Customer Communication and Types of Publicity
404(7)
Sales Promotion---Do Something Different to Stimulate Change
411(1)
Challenges in Managing Sales Promotion
412(1)
Different Types of Sales Promotion for Different Targets
413(5)
Conclusion
415(1)
Key Terms
416(1)
Questions and Problems
416(1)
Creating Marketing Plans
417(1)
Suggested Cases
417(1)
Computer-Aided Problem
417(1)
16
Chapter Sixteen Pricing Objectives and Policies
418(28)
Price Has Many Strategy Dimensions
420(2)
Objectives Should Guide Strategy Planning for Price
422(1)
Profit-Oriented Objectives
423(1)
Sales-Oriented Objectives
424(1)
Status Quo Pricing Objectives
425(1)
Most Firms Set Specific Pricing Policies---To Reach Objectives
425(1)
Price Flexibility Policies
426(2)
Price-Level Policies---Over the Product Life Cycle
428(4)
Discount Policies---Reductions from List Prices
432(2)
Allowance Policies---Off List Prices
434(1)
Some Customers Get Something Extra
435(1)
List Price May Depend on Geographic Pricing Policies
436(2)
Pricing Policies Combine to Impact Customer Value
438(2)
Legality of Pricing Policies
440(6)
Conclusion
443(1)
Key Terms
444(1)
Questions and Problems
444(1)
Creating Marketing Plans
445(1)
Suggested Cases
445(1)
Computer-Aided Problem
445(1)
17
Chapter Seventeen Price Setting in the Business World
446(28)
Price Setting Is a Key Strategy Decision
448(1)
Some Firms Just Use Markups
449(3)
Average-Cost Pricing Is Common and Can Be Dangerous
452(1)
Marketing Managers Must Consider Various Kinds of Costs
453(3)
Break-Even Analysis Can Evaluate Possible Prices
456(2)
Marginal Analysis Considers Both Costs and Demand
458(3)
Additional Demand-Oriented Approaches for Setting Prices
461(7)
Pricing a Full Line
468(2)
Bid Pricing and Negotiated Pricing Depend Heavily on Costs
470(4)
Conclusion
471(1)
Key Terms
471(1)
Questions and Problems
472(1)
Creating Marketing Plans
472(1)
Suggested Cases
472(1)
Computer-Aided Problem
473(1)
18
Chapter Eighteen Implementing and Controlling Marketing Plans: Evolution and Revolution
474(26)
Good Plans Set the Framework for Implementation and Control
476(1)
Speed Up Information for Better Implementation and Control
477(2)
Effective Implementation Means That Plans Work as Intended
479(3)
Control Provides Feedback to Improve Plans and Implementation
482(2)
Sales Analysis Shows What's Happening
484(1)
Performance Analysis Looks for Differences
485(1)
Performance Indexes Simplify Human Analysis
486(2)
A Series of Performance Analyses May Find the Real Problem
488(3)
Marketing Cost Analysis---Controlling Costs Too
491(4)
Planning and Control Combined
495(1)
The Marketing Audit
496(4)
Conclusion
497(1)
Key Terms
497(1)
Questions and Problems
497(1)
Creating Marketing Plans
498(1)
Suggested Cases
498(1)
Computer-Aided Problem
498(2)
19
Chapter Nineteen Managing Marketing's Link with Other Functional Areas
500(24)
Marketing in the Broader Context
502(1)
The Finance Function: Money to Implement Marketing Plans
503(6)
Production Must Be Coordinated with the Marketing Plan
509(5)
Accounting Data Can Help in Understanding Costs and Profit
514(5)
Enabling Marketing Strategy with Information Technology
519(1)
People Put Plans into Action
520(4)
Conclusion
522(1)
Key Terms
522(1)
Questions and Problems
523(1)
Creating Marketing Plans
523(1)
Suggested Cases
523(1)
20
Chapter Twenty Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
524(24)
How Should Marketing Be Evaluated?
526(2)
Can Consumer Satisfaction Be Measured?
528(1)
Micro-Marketing Often Does Cost Too Much
529(2)
Macro-Marketing Does Not Cost Too Much
531(2)
Marketing Strategy Planning Process Requires Logic and Creativity
533(2)
The Marketing Plan Brings All the Details Together
535(3)
Challenges Facing Marketers
538(7)
How Far Should the Marketing Concept Go?
545(3)
Conclusion
546(1)
Questions and Problems
547(1)
Creating Marketing Plans
547(1)
Suggested Cases
547(1)
A
Appendix A Economics Fundamentals
548(13)
Appendix B Marketing Arithmetic
561(16)
Appendix C Career Planning in Marketing
577(13)
Video Cases
590(16)
1 Chick-fil-A: "Eat Mor Chickin" (Except on Sunday)
591(1)
2 Bass Pro Shops (Outdoor World)
592(1)
3 Toyota Prius: The Power of Excellence in Product Innovation and Marketing
593(2)
4 Potbelly Sandwich Works Grows through "Quirky" Marketing
595(1)
5 Suburban Regional Shopping Malls: Can the Magic Be Restored?
596(2)
6 Strategic Marketing Planning in Big Brothers Big Sisters of America
598(3)
7 Invacare Says, "Yes, You Can!" to Customers Worldwide
601(2)
8 Segway Finds Niche Markets for Its Human Transporter Technology
603(3)
Cases
606(41)
1 McDonald's "Seniors" Restaurant
607(1)
2 Golden Valley Foods, Inc.
607(1)
3 NOCO United Soccer Academy
608(1)
4 Hometown Tech
609(1)
5 Polystyrene Solutions
610(1)
6 Applied Steel
611(1)
7 Omarama Mountain Lodge
612(1)
8 Besitti's Restaurant
612(1)
9 Peaceful Rest Motor Lodge
613(2)
10 Cooper's Ice Center
615(1)
11 Running Room
616(1)
12 DrJane.com---Custom Vitamins
617(1)
13 AAA Office World (AAA)
618(1)
14 Showtime Media
619(1)
15 The Buckeye Group
620(1)
16 J&J Lumber Supply
620(2)
17 Simply Pure H2O4U, Inc.
622(2)
18 Whistler Township Volunteer Fire Department (WTVFD)
624(1)
19 MyPerfectWedding.com
625(1)
20 Blue Lagoon Marine & Camp
626(1)
21 Global Chemical, Inc. (GCI)
627(2)
22 Bright Light Innovations: The Starlight Stove
629(1)
23 Carson Furniture
629(2)
24 Wireway
631(1)
25 Long Beach Plastics
631(1)
26 Abundant Harvest
632(1)
27 Advanced Molding, Inc.
633(1)
28 KCA Precision Tools (KCA)
634(1)
29 Quality Iron Castings, Inc.
635(1)
30 Walker-Winkle Mills, Ltd.
636(1)
31 Amato Home Health (AHH)
637(2)
32 Lever, Ltd.
639(2)
33 Kennedy & Gaffney (K&G)
641(1)
34 Chess Aluminum Worldwide (CAW)
642(1)
35 Rizzuto's Pizzeria
643(3)
36 Skyline Homebuilders
646(1)
Computer-Aided Problems 647(5)
Notes 652(41)
Illustration Credits 693(4)
Name Index 697(11)
Company Index 708(5)
Subject Index 713
Glossary 1
William D. Perreault, Jr. is Kenan Professor of Business Emeritus at the University of North Carolina. He is the recipient of the two most prestigious awards in his field: the American Marketing Association Distinguished Educator Award and the Academy of Marketing Science Outstanding Educator Award. He was also selected for the Churchill Award. He was editor of the Journal of Marketing Research and has been on the review board of the Journal of Marketing and other journals as well. Dr. Perreault has been recognized for innovations in marketing education, and at UNC he has received several awards for teaching excellence. His books include two other widely used texts: Basic Marketing and The Marketing Game! He is a past President of the American Marketing Association Academic Council, and he served as chair of an advisory committee to the U.S. Census Bureau and trustee of the Marketing Science Institute. He has also worked as a consultant to various organizations.





Joseph P. Cannon is Deans Distinguished Teaching Fellow and professor of marketing at Colorado State University. He has also taught at the University of North Carolina, Emory University, Instituto de Empresa (Madrid, Spain), INSEAD (Fontainebleau, France), Thammasat University (Bangkok, Thailand), and the University of Ljubljana (Slovenia).  He has received many teaching awards and the N. Preston Davis Award for Instructional Innovation. Dr. Cannons research has been published in the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Operations Management, Journal of Personal Selling and Sales Management,  Journal of Public Policy and Marketing, Antitrust Bulletin, and the Academy of Management Review, among others. He is a two-time recipient of the Louis W. and Rhona L. Stern Award for high-impact research on interorganizational topics. He has also written numerous teaching cases. Dr. Cannon serves (or served) on the editorial review boards of the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Operations Management, Journal of Personal Selling and Sales Management, and Journal of Marketing Education. The Journal of Marketing has honored Dr. Cannon with several distinguished reviewer awards. He served as chair of the American Marketing Associations Interorganizational Special Interest Group (IOSIG). Before entering academics, Dr. Cannon worked in sales and marketing for Eastman Kodak Company.







Marketing lost one of its pioneers when E. Jerome Jerry McCarthy passed away at his home in East Lansing, Michigan, in 2015. All marketing instructors owe Jerry McCarthy a great debt of gratitude. Jerry was a pioneer in marketing and wrote the predecessor to this title, Basic Marketing, and the first few editions of Essentials of Marketing. He popularized the 4 Ps approach to managerial marketing management. Because of the impact he had in marketing and this title specifically, we dedicate this 18th edition to him in honor of his memory. After earning a PhD at the University of Minnesota, Dr. McCarthy joined the faculty at Notre Dame and became a Fellow in the prestigious Ford Foundation Program at Harvard, an experience that focused on how to make marketing management practice more rigorous and shaped his thoughts on the needs of students and educators. Dr. McCarthy spent most of his career at Michigan State University, gaining a reputation for working with passion and purpose. He received the AMAs Trailblazer Award in 1987 and was voted one of the top five leaders in marketing thought by marketing educators. Dr. McCarthy was well known for his innovative teaching materials and texts, including Basic Marketing and Essentials of Marketing. These books changed the way marketing was taught by taking a managerial point of view. He also introduced a marketing strategy planning framework, organizing marketing decisions around the Four PsProduct, Place, Promotion and Price. As these approaches became the standard in other texts, Dr. McCarthy continued to innovate, including new materials in the digital realm. Todays marketing instructors owe a great debt to this innovative pioneer.