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Essentials of Marketing 13th edition [Minkštas viršelis]

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  • Formatas: Paperback / softback, 728 pages, aukštis x plotis x storis: 274x213x20 mm, weight: 1416 g
  • Išleidimo metai: 16-Oct-2011
  • Leidėjas: McGraw-Hill Professional
  • ISBN-10: 0078028884
  • ISBN-13: 9780078028885
Kitos knygos pagal šią temą:
Essentials of Marketing 13th editionDidesnis paveikslėlis
  • Formatas: Paperback / softback, 728 pages, aukštis x plotis x storis: 274x213x20 mm, weight: 1416 g
  • Išleidimo metai: 16-Oct-2011
  • Leidėjas: McGraw-Hill Professional
  • ISBN-10: 0078028884
  • ISBN-13: 9780078028885
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9780078028885.html
Raktažodžiai:
This book is about marketing and marketing strategy planning. At its essence, marketing strategy planning is about figuring out how to do a superior job of satisfying customers. This author team takes that point of view seriously and believes in practicing what they preach. Instructors and students can trust that this new edition of Essentials of Marketing 13e– and all of the other teaching and learning materials that accompany it – will satisfy every instructor and students’ needs.

Building on Pioneering Strengths

This author team pioneered an innovative structure— using the “four Ps” with a managerial approach—for the introductory marketing course. It quickly became one of the most widely used business textbooks ever published because it organized the best ideas about marketing so that readers could both understand and apply them. The unifying focus of these ideas is on how to make the marketing decisions that a manager must make in deciding what customers to target and how best to meet their needs.

Over many editions of Basic Marketing and Essentials of Marketing, there have been constant changes in marketing management and the marketing environment. Some of the changes have been dramatic, and others have been subtle. As a result, the authors have made ongoing changes to the text to reflect marketing’s best practices and ideas.

What's different about Essentials of Marketing?

The success of this franchise is not the result of a single strength—or one long-lasting innovation. Other text books have adopted the four Ps framework and the Perreault author team has continuously improved the book. The text’s four Ps framework, managerial orientation, and strategy planning focus have proven to be foundational pillars that are remarkably robust for supporting new developments in the field and innovations in the text and package.

  1. Essentials of Marketing teaches students analytical abilities and how-to-do-it skills that prepare them for success. The author team has deliberately included a variety of examples, explanations, frameworks, models, classification systems, cases, and “how-to-do-it” techniques that relate to our overall framework for marketing strategy planning. Similarly, the Marketing Plan Coach on the text website helps students see how to create marketing plans. Taken together, these items speed the development of “marketing sense” and enable the student to analyze marketing situations and develop marketing plans in a confident and meaningful way. They are practical and they work.
  2. As opposed to many other marketing text books, the authors emphasize careful integration of special topics. Some textbooks treat “special” topics—like relationship marketing, international marketing, services marketing, marketing and the Internet, marketing for nonprofit organizations, marketing ethics, social issues, and business-to-business marketing—in separate chapters. The authors deliberatively avoid doing that because they are convinced that treating such topics separately leads to an unfortunate compartmentalization of ideas.
  3. The comprehensive package of materials gives instructors the flexibility to teach marketing their way- or for the student, the ability to learn marketing their way.
Chapter One Marketing's Value to Consumers, Firms, and Society
2(28)
Marketing---What's It All About?
4(1)
Marketing Is Important to You
5(1)
How Should We Define Marketing?
6(2)
Macro-Marketing
8(3)
The Role of Marketing in Economic Systems
11(3)
Marketing's Role Has Changed a Lot over the Years
14(2)
What Does the Marketing Concept Mean?
16(2)
The Marketing Concept and Customer Value
18(3)
The Marketing Concept Applies in Nonprofit Organizations
21(1)
The Marketing Concept, Social Responsibility, and Marketing Ethics
22(8)
Conclusion
26(1)
Key Terms
27(1)
Questions and Problems
27(1)
Suggested Cases
28(1)
Computer-Aided Problem
28(2)
Chapter Two Marketing Strategy Planning
30(24)
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)
The Importance of Marketing Strategy Planning
42(3)
What Are Attractive Opportunities?
45(1)
Marketing Strategy Planning Process Highlights Opportunities
46(2)
Types of Opportunities to Pursue
48(2)
International Opportunities Should Be Considered
50(4)
Conclusion
51(1)
Key Terms
52(1)
Questions and Problems
52(1)
Creating Marketing Plans
53(1)
Suggested Cases
53(1)
Computer-Aided Problem
53(1)
Chapter Three Evaluating Opportunities in the Changing Market Environment
54(32)
The Market Environment
56(1)
Objectives Should Set Firm's Course
57(2)
Company Resources May Limit Search for Opportunities
59(2)
Analyzing Competitors and the Competitive Environment
61(3)
The Economic Environment
64(2)
The Technological Environment
66(1)
The Political Environment
67(2)
The Legal Environment
69(2)
The Cultural and Social Environment
71(6)
Using Screening Criteria to Narrow Down to Strategies
77(3)
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)
Chapter Four Focusing Marketing Strategy with Segmentation and Positioning
86(24)
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)
More Sophisticated Techniques May Help in Segmenting
102(1)
Differentiation and Positioning Take the Customer Point of View
103(7)
Conclusion
107(1)
Key Terms
107(1)
Questions and Problem
108(1)
Creating Marketing Plans
108(1)
Suggested Cases
108(1)
Computer-Aided Problem
108(2)
Chapter Five Final Consumers and Their Buying Behavior
110(28)
Consumer Behavior: Why Do They Buy What They Buy?
112(1)
Economic Needs Affect Most Buying Decisions
112(3)
Psychological Influences within an Individual
115(8)
Social Influences Affect Consumer Behavior
123(5)
Individuals Are Affected by the Purchase Situation
128(2)
The Consumer Decision Process
130(3)
Consumer Behavior in International Markets
133(5)
Conclusion
134(1)
Key Terms
135(1)
Questions and Problems
135(1)
Creating Marketing Plans
136(1)
Suggested Cases
136(1)
Computer-Aided Problem
136(2)
Chapter Six Business and Organizational Customers and Their Buying Behavior
138(26)
Business and Organizational Customers---A Big Opportunity
140(1)
Organizational Customers Are Different
141(2)
Many Different People May Influence a Decision
143(5)
Organizational Buyers Are Problem Solvers
148(3)
Buyer-Seller Relationships in Business Markets
151(4)
Manufacturers Are Important Customers
155(3)
Producers of Services---Smaller and More Spread Out
158(1)
Retailers and Who lesalers Buy for Their Customers
159(1)
The Government Market
160(4)
Conclusion
162(1)
Key Terms
162(1)
Questions and Problems
162(1)
Creating Marketing Plans
163(1)
Suggested Cases
163(1)
Computer-Aided Problem
163(1)
Chapter Seven Improving Decisions with Marketing Information
164(26)
Effective Marketing Requires Good Information
166(1)
Changes Are Under Way in Marketing Information Systems
167(3)
The Scientific Method and Marketing Research
170(1)
Five-Step Approach to Marketing Research
170(1)
Defining the Problem---Step 1
171(1)
Analyzing the Situation---Step 2
171(4)
Getting Problem-Specific Data---Step 3
175(8)
Interpreting the Data---Step 4
183(3)
Solving the Problem---Step 5
186(1)
International Marketing Research
186(4)
Conclusion
188(1)
Key Terms
188(1)
Questions and Problems
188(1)
Creating Marketing Plans
189(1)
Suggested Cases
189(1)
Computer-Aided Problem
189(1)
Chapter Eight Elements of Product Planning for Goods and Services
190(28)
The Product Area Involves Many Strategy Decisions
192(1)
What Is a Product?
192(3)
Differences in Goods and Services
195(2)
Whole Product Lines Must Be Developed Too
197(1)
Branding Is a Strategy Decision
197(2)
Achieving Brand Familiarity Is Not Easy
199(3)
Protecting Brand Names and Trademarks
202(1)
What Kind of Brand to Use?
202(1)
Who Should Do the Branding?
203(1)
The Strategic Importance of Packaging
204(1)
What Is Socially Responsible Packaging?
205(1)
Warranty Policies Are a Part of Strategy Planning
206(1)
Product Classes Help Plan Marketing Strategies
207(1)
Consumer Product Classes
208(3)
Business Products Are Different
211(1)
Business Product Classes---How They Are Defined
212(6)
Conclusion
214(1)
Key Terms
215(1)
Questions and Problems
215(1)
Creating Marketing Plans
216(1)
Suggested Cases
216(1)
Computer-Aided Problem
216(2)
Chapter Nine Product Management and New-Product Development
218(26)
Innovation and Market Changes Create Opportunities
220(1)
Managing Products over Their Life Cycles
221(2)
Product Life Cycles Should Be Related to Specific Markets
223(1)
Product Life Cycles Vary in Length
224(2)
Planning for Different Stages of the Product Life Cycle
226(4)
New-Product Planning
230(1)
An Organized New-Product Development Process Is Critical
231(6)
New-Product Development: A Total Company Effort
237(1)
Need for Product Managers
238(1)
Managing Product Quality
239(5)
Conclusion
241(1)
Key Terms
242(1)
Questions and Problems
242(1)
Creating Marketing Plans
242(1)
Suggested Cases
242(1)
Computer-Aided Problem
243(1)
Chapter Ten Place and Development of Channel Systems
244(26)
Marketing Strategy Planning Decisions for Place
246(1)
Place Decisions Are Guided by "Ideal" Place Objectives
247(1)
Channel System May Be Direct or Indirect
248(3)
Channel Specialists May Reduce Discrepancies and Separations
251(3)
Channel Relationship Must Be Managed
254(3)
Vertical Marketing Systems Focus on Final Customers
257(2)
The Best Channel System Should Achieve Ideal Market Exposure
259(3)
Channel Systems Can Be Complex
262(2)
Entering International Markets
264(6)
Conclusion
267(1)
Key Terms
267(1)
Questions and Problems
267(1)
Creating Marketing Plans
268(1)
Suggested Cases
268(1)
Computer-Aided Problem
268(2)
Chapter Eleven Distribution Customer Service and Logistics
270(22)
Physical Distribution Gets It to Customers
272(1)
Physical Distribution Customer Service
273(2)
Physical Distribution Concept Focuses on the Whole Distribution System
275(2)
Coordinating Logistics Activities among Firms
277(3)
The Transporting Function Adds Value to a Marketing Strategy
280(2)
Which Transporting Alternative Is Best?
282(3)
The Storing Function and Marketing Strategy
285(2)
Specialized Storing Facilities May Be Required
287(1)
The Distribution Center---A Different Kind of Warehouse
288(4)
Conclusion
290(1)
Key Terms
290(1)
Questions and Problems
290(1)
Creating Marketing Plans
291(1)
Suggested Cases
291(1)
Computer-Aided Problem
291(1)
Chapter Twelve Retailers, Wholesalers, and Their Strategy Planning
292(28)
Retailers and Wholesalers Plan Their Own Strategies
294(1)
The Nature of Retailing
295(1)
Planning a Retailer's Strategy
296(2)
Conventional Retailers---Try to Avoid Price Competition
298(1)
Expand Assortment and Service---To Compete at a High Price
299(1)
Evolution of Mass-Merchandising Retailers
299(3)
Some Retailers Focus on Added Convenience
302(1)
Retailing on the Internet
303(2)
Why Retailers Evolve and Change
305(2)
Retailer Size and Profits
307(1)
Differences in Retailing in Different Nations
308(1)
What Is a Wholesaler?
309(1)
Wholesaling Is Changing with the Times
310(1)
Wholesalers Add Value in Different Ways
311(2)
Merchant Wholesalers Are the Most Numerous
313(2)
Agents Are Strong on Selling
315(5)
Conclusion
316(1)
Key Terms
317(1)
Questions and Problems
317(1)
Creating Marketing Plans
318(1)
Suggested Cases
318(1)
Computer-Aided Problem
318(2)
Chapter Thirteen Promotion---Introduction to Integrated Marketing Communications
320(26)
Promotion Communicates to Target Markets
322(1)
Several Promotion Methods Are Available
323(2)
Someone Must Plan, Integrate, and Manage the Promotion Blend
325(2)
Which Methods to Use Depends on Promotion Objectives
327(2)
Promotion Requires Effective Communication
329(2)
Integrated Direct-Response Promotion Is Very Targeted
331(1)
The Customer May Initiate the Communication Process
332(3)
How Typical Promotion Plans Are Blended and Integrated
335(2)
Adoption Processes Can Guide Promotion Planning
337(4)
Promotion Blends Vary over the Life Cycle
341(1)
Setting the Promotion Budget
342(4)
Conclusion
343(1)
Key Terms
344(1)
Questions and Problems
344(1)
Creating Marketing Plans
345(1)
Suggested Cases
345(1)
Computer-Aided Problem
345(1)
Chapter Fourteen Personal Selling and Customer Service
346(28)
The Importance and Role of Personal Selling
348(3)
What Kinds of Personal Selling Are Needed?
351(1)
Order Getters Develop New Business Relationships
351(1)
Order Takers Nurture Relationships to Keep the Business Coming
352(1)
Supporting Sales Force Informs and Promotes in the Channel
353(2)
Customer Service Promotes the Next Purchase
355(1)
The Right Structure Helps Assign Responsibility
356(5)
Information Technology Provides Tools to Do the Job
361(1)
Sound Selection and Training to Build a Sales Force
362(2)
Compensating and Motivating Salespeople
364(3)
Personal Selling Techniques---Prospecting and Presenting
367(7)
Conclusion
371(1)
Key Terms
371(1)
Questions and Problems
372(1)
Creating Marketing Plans
372(1)
Suggested Cases
372(1)
Computer-Aided Problem
372(2)
Chapter Fifteen Advertising, Publicity, and Sales Promotion
374(32)
Advertising, Publicity, Sales Promotion, and Marketing Strategy Planning
376(2)
Advertising Is Big Business
378(2)
Advertising Objectives Are a Strategy Decision
380(1)
Objectives Determine the Kinds of Advertising Needed
381(2)
Choosing the "Best" Medium---How to Deliver the Message
383(3)
Advertising on the Internet
386(1)
Planning the "Best" Message---What to Communicate
387(2)
Advertising Agencies Often Do the Work
389(1)
Measuring Advertising Effectiveness Is Not Easy
390(1)
How to Avoid Unfair Advertising
391(1)
Customer Communication and Types of Publicity
392(7)
Sales Promotion---Do Something Different to Stimulate Change
399(1)
Problems in Managing Sales Promotion
400(1)
Different Types of Sales Promotion for Different Targets
401(5)
Conclusion
403(1)
Key Terms
404(1)
Questions and Problems
404(1)
Creating Marketing Plans
405(1)
Suggested Cases
405(1)
Computer-Aided Problem
405(1)
Chapter Sixteen Pricing Objectives and Policies
406(28)
Price Has Many Strategy Dimensions
408(2)
Objectives Should Guide Strategy Planning for Price
410(1)
Profit-Oriented Objectives
411(1)
Sales-Oriented Objectives
412(1)
Status Quo Pricing Objectives
413(1)
Most Firms Set Specific Pricing Policies---To Reach Objectives
413(1)
Price Flexibility Policies
414(2)
Price-Level Policies---Over the Product Life Cycle
416(4)
Discount Policies---Reductions from List Prices
420(3)
Allowance Policies---Off List Prices
423(1)
Some Customers Get Something Extra
423(2)
List Price May Depend on Geographic Pricing Policies
425(1)
Pricing Policies Combine to Impact Customer Value
426(2)
Legality of Pricing Policies
428(6)
Conclusion
431(1)
Key Terms
432(1)
Questions and Problems
432(1)
Creating Marketing Plans
433(1)
Suggested Cases
433(1)
Computer-Aided Problem
433(1)
Chapter Seventeen Price Setting in the Business World
434(26)
Price Setting Is a Key Strategy Decision
436(1)
Some Firms Just Use Markups
436(4)
Average-Cost Pricing Is Common and Can Be Dangerous
440(1)
Marketing Managers Must Consider Various Kinds of Costs
441(3)
Break-Even Analysis Can Evaluate Possible Prices
444(2)
Marginal Analysis Considers Both Costs and Demand
446(2)
Additional Demand-Oriented Approaches for Setting Prices
448(7)
Pricing a Full Line
455(2)
Bid Pricing and Negotiated Pricing Depend Heavily on Costs
457(3)
Conclusion
458(1)
Key Terms
458(1)
Questions and Problems
459(1)
Creating Marketing Plans
459(1)
Suggested Cases
459(1)
Computer-Aided Problem
459(1)
Chapter Eighteen Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
460(26)
How Should Marketing Be Evaluated?
462(1)
Can Consumer Satisfaction Be Measured?
463(2)
Micro-Marketing Often Does Cost Too Much
465(2)
Macro-Marketing Does Not Cost Too Much
467(3)
Marketing Strategy Planning Process Requires Logic and Creativity
470(2)
The Marketing Plan Brings All the Details Together
472(1)
Challenges Facing Marketers
473(10)
How Far Should the Marketing Concept Go?
483(3)
Conclusion
483(1)
Questions and Problems
484(1)
Creating Marketing Plans
484(1)
Suggested Cases
485(1)
Appendix A Economics Fundamentals
486(13)
Appendix B Marketing Arithmetic
499(16)
Appendix C Career Planning in Marketing
515(73)
Video Cases
528(17)
1 Chick-fil-A: "Eat Mor Chickin" (Except on Sunday)
529(1)
2 Bass Pro Shops (Outdoor World)
530(1)
3 Toyota Prius: The Power of Excellence in Product Innovation and Marketing
531(2)
4 Potbelly Sandwich Works Grows through "Quirky" Marketing
533(1)
5 Suburban Regional Shopping Malls: Can the Magic Be Restored?
534(3)
6 Strategic Marketing Planning in Big Brothers Big Sisters of America
537(4)
7 Invacare Says, "Yes, You Can!" to Customers Worldwide
541(1)
8 Segway Finds Niche Markets for Its Human Transporter Technology
542(3)
Cases
545(43)
1 McDonald's "Seniors" Restaurant
546(1)
2 Sunnyvale Foods, Inc
546(1)
3 Rocky Soccer Academy
547(1)
4 Lakeside Technology Services
548(1)
5 ApplPoly Products
549(1)
6 Steelco
550(1)
7 Ben Ohau Lodge
551(1)
8 Palio's Ristorante
552(1)
9 GoodNight Inn
553(1)
10 Swan's Ice Arena
554(1)
11 Fleet of Foot
555(1)
12 DrGien.com---Elite Vitamins and Supplements
556(1)
13 Office Supplies, Inc. (OSI)
557(1)
14 Showtime Media
558(1)
15 The Herrera Group
559(1)
16 Wright Wood Company
560(2)
17 Pure and Sparkling Water, Inc. (PSW)
562(1)
18 Ralston Valley Volunteer Fire Department (RVVFD)
563(1)
19 SplendidWedding.com
564(2)
20 Spare Time Equipment
566(1)
21 Worldwide ChemPlastics, Inc. (WCI)
567(1)
22 Bright Light Innovations: The Starlight Stove
568(1)
23 Furniture Today
569(1)
24 A Better Wire, Inc
570(1)
25 Harbor Plastics Mfg., Inc.
571(1)
26 Harmony Valley Canning, Inc.
572(1)
27 Excel Molding, Inc.
573(1)
28 A Cut Above, Inc. (ACA)
574(1)
29 Custom Castings, Inc.
575(1)
30 River Ridge Mills, Ltd.
576(1)
31 Domicile Health Providers, Inc (DHP)
577(2)
32 Lever, Ltd.
579(2)
33 Allen & Lynch (A&L)
581(1)
34 Creative Aluminum Products, Inc. (CAP)
582(2)
35 De Angelo's Pizzeria
584(2)
36 Mountain View Builders
586(2)
Computer-Aided Problems 588(5)
Notes 593(44)
Illustration Credits 637
Name Index 1(11)
Company Index 12(6)
Subject Index 18
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 a Dean's Distinguished Teaching Fellow and Professor of Marketing at Colorado State University. He has taught at many institutions, and he has received several teaching awards and the N. Preston Davis Award for Instructional Innovation. Dr. Cannon's research has been published in the Journal of Marketing, Journal of Marketing Research, and the Journal of the Academy of Marketing Science, among others. He is a two-time recipient of the Louis W. and Rhona L. Stern Award for high-impact research on interorganizational issues. Dr. Cannon has served on the editorial review boards of the Journal of Marketing, the Journal of the Academy of Marketing Science, and others. 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.





E. Jerome "Jerry" McCarthy passed away at his home in East Lansing, Michigan in 2015, and the marketing industry lost one of its pioneers. After earning a Ph.D. 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. He spent most of his career at Michigan State University, gaining a reputation for working with passion and purpose. He received the AMA's 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. He also introduced a marketing strategy planning framework, organizing marketing decisions around the "4Ps"product, 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.