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Essentials of Marketing - Loose Leaf 17th ed. [Loose-leaf]

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  • Formatas: Loose-leaf, 800 pages, aukštis x plotis x storis: 274x218x30 mm, weight: 1415 g, Illustrations
  • Išleidimo metai: 29-Jan-2020
  • Leidėjas: McGraw-Hill Companies
  • ISBN-10: 1264024061
  • ISBN-13: 9781264024063
Kitos knygos pagal šią temą:
Essentials of Marketing - Loose Leaf 17th ed.Didesnis paveikslėlis
  • Formatas: Loose-leaf, 800 pages, aukštis x plotis x storis: 274x218x30 mm, weight: 1415 g, Illustrations
  • Išleidimo metai: 29-Jan-2020
  • Leidėjas: McGraw-Hill Companies
  • ISBN-10: 1264024061
  • ISBN-13: 9781264024063
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9781264024063.html
Raktažodžiai:
Perreault's Essentials of Marketing 17e looks at the best of marketing, where marketing practices meet target customer needs and make the world a better place. Dating back to Jerry McCarthy’s ground-breaking categorization of the 4Ps of Marketing, our practical, research-based product continues to emphasize marketing strategy planning. There are several big changes to this edition of Essentials of Marketing and hundreds of smaller ones. The many
dramatic changes in the market environment and marketing strategy are reflected throughout the print, digital and supplemental package.  Additionally, each revision of Essentials of Marketing has a few key themes that we incorporate based on the needs of the market and reviewer feedback. In 17e, we have incorporated (1) NEW marketing for a better world (#M4BW), (2) marketing analytics, (3) active learning, and (4) currency. The following page provides a brief
overview of these themes: SupportAtEveryStep.
Chapter One Marketing's Value to Consumers, Firms, and Society 2(30)
Marketing-What's It All About?
4(1)
Marketing Is Important to You
5(1)
How Should We Define Marketing?
6(3)
Macro-Marketing
9(4)
The Role of Marketing in Economic Systems
13(2)
Marketing's Role Has Changed a Lot over the Years
15(2)
What Does the Marketing Concept Mean?
17(3)
The Marketing Concept and Customer Value
20(3)
The Marketing Concept Applies in Nonprofit Organizations
23(1)
The Marketing Concept, Social Responsibility, and Marketing Ethics
24(5)
Conclusion
29(1)
Key Terms
29(1)
Questions and Problems
30(1)
Suggested Cases
30(1)
Marketing Analytics: Data to Knowledge
30(2)
Chapter Two Marketing Strategy Planning 32(26)
The Management Job in Marketing
34(1)
What Is a Marketing Strategy?
35(1)
Selecting a Market-Oriented Strategy Is Target Marketing
36(1)
Developing Marketing Mixes for Target Markets
37(5)
The Marketing Plan Guides Implementation and Control
42(3)
Recognizing Customer Lifetime Value and Customer Equity
45(3)
What Are Attractive Opportunities?
48(1)
Marketing Strategy Planning Process Highlights Opportunities
49(3)
Types of Opportunities to Pursue
52(2)
International Opportunities Should Be Considered
54(1)
Conclusion
55(1)
Key Terms
56(1)
Questions and Problems
56(1)
Marketing Planning for Hillside Veterinary Clinic
57(1)
Suggested Cases
57(1)
Marketing Analytics: Data to Knowledge
57(1)
Chapter Three Evaluating Opportunities in the Changing Market Environment 58(28)
The Market Environment
60(1)
Objectives Should Set Firm's Course
61(2)
Company Resources May Limit Search for Opportunities
63(2)
Analyzing Competitors and the Competitive Environment
65(2)
The Economic Environment
67(1)
The Technological Environment
68(3)
The Political Environment
71(1)
The Legal Environment
72(2)
The Cultural and Social Environment
74(7)
Screening Criteria Narrow Down Strategies
81(2)
Conclusion
83(1)
Key Terms
84(1)
Questions and Problems
84(1)
Marketing Planning for Hillside Veterinary Clinic
85(1)
Suggested Cases
85(1)
Marketing Analytics: Data to Knowledge
85(1)
Chapter Four Focusing Marketing Strategy with Segmentation and Positioning 86(28)
Search for Opportunities Can Begin by Understanding Markets
88(3)
Naming Product-Markets and Generic Markets
91(2)
Market Segmentation Defines Possible Target Markets
93(3)
Target Marketers Aim at Specific Targets
96(3)
What Dimensions Are Used to Segment Markets?
99(5)
More Sophisticated Techniques May Help in Segmenting and Targeting
104(3)
Differentiation and Positioning Take the Customer Point of View
107(4)
Conclusion
111(1)
Key Terms in Questions and Problems
111(1)
Marketing Planning for Hillside Veterinary Clinic
112(1)
Suggested Cases
112(1)
Marketing Analytics: Data to Knowledge
112(2)
Chapter Five Final Consumers and Their Buying Behavior 114(30)
Consumer Behavior: Why Do They Buy What They Buy?
116(2)
Economic Needs Affect Most Buying Decisions
118(1)
Psychological Influences within an Individual
119(9)
Social Influences Affect Consumer Behavior
128(3)
Culture, Ethnicity, and Consumer Behavior
131(3)
Individuals Are Affected by the Purchase Situation
134(1)
The Consumer Decision Process
135(6)
Conclusion
141(1)
Key Terms
142(1)
Questions and Problems
142(1)
Marketing Planning for Hillside Veterinary Clinic
142(1)
Suggested Cases
142(1)
Marketing Analytics: Data to Knowledge
142(2)
Chapter Six Business and Organizational Customers and Their Buying Behavior 144(28)
Business and Organizational Customers-A Big Opportunity
146(2)
Organizational Customers Are Different
148(6)
A Model of Business and Organizational Buying
154(1)
Step 1: Defining the Problem
154(1)
Step 2: The Decision-Making Process
155(4)
Step 3: Managing Buyer-Seller Relationships in Business Markets
159(4)
Manufacturers Are Important Customers
163(2)
Producers of Services-Smaller and More Spread Out
165(1)
Retailers and Wholesalers Buy for Their Customers
166(2)
The Government Market
168(2)
Conclusion
170(1)
Key Terms
170(1)
Questions and Problems
170(1)
Marketing Planning for Hillside Veterinary Clinic
171(1)
Suggested Cases
171(1)
Marketing Analytics: Data to Knowledge
171(1)
Chapter Seven Improving Decisions with Marketing Information 172(30)
Effective Marketing Requires Good Information
174(2)
Changes Are Under Way in Marketing Information Systems
176(8)
The Scientific Method and Marketing Research
184(1)
Five-Step Approach to Marketing Research
185(1)
Step 1: Defining the Problem
186(1)
Step 2: Analyzing the Situation
187(3)
Step 3: Getting Problem-Specific Data
190(7)
Step 4: Interpreting the Data
197(2)
Step 5: Solving the Problem
199(1)
Conclusion
200(1)
Key Terms
200(1)
Questions and Problems
200(1)
Marketing Planning for Hillside Veterinary Clinic
201(1)
Suggested Cases
201(1)
Marketing Analytics: Data to Knowledge
201(1)
Chapter Eight Elements of Product Planning for Goods and Services 202(32)
The Product Area Involves Many Strategy Decisions
204(1)
What Is a Product?
205(3)
Differences between Goods and Services
208(2)
Technology and Intelligent Agents Add Value to Products
210(2)
Branding Is a Strategy Decision
212(3)
Achieving Brand Familiarity
215(4)
Branding Decisions: What Kind? Who Brands?
219(2)
Packaging Promotes, Protects, and Enhances
221(2)
Product Classes Help Plan Marketing Strategies
223(1)
Consumer Product Classes
224(3)
Business Products Are Different
227(1)
Business Product Classes-How They Are Defined
228(2)
Conclusion
230(1)
Key Terms
231(1)
Questions and Problems
231(1)
Marketing Planning for Hillside Veterinary Clinic
232(1)
Suggested Cases
232(1)
Marketing Analytics: Data to Knowledge
232(2)
Chapter Nine Product Management and New-Product Development 234(30)
Innovation and Market Changes Create Opportunities
236(2)
Managing Products over Their Life Cycles
238(2)
Product Life Cycles Vary in Length
240(2)
Planning for Different Stages of the Product Life Cycle
242(4)
New-Product Planning
246(2)
An Organized New-Product Development Process Is Critical
248(8)
New-Product Development: A Total Company Effort
256(1)
Need for Product Managers
257(1)
Managing Product Quality
258(3)
Conclusion
261(1)
Key Terms
262(1)
Questions and Problems
262(1)
Marketing Planning for Hillside Veterinary Clinic
262(1)
Suggested Cases
263(1)
Marketing Analytics: Data to Knowledge
263(1)
Chapter Ten Place and Development of Channel Systems 264(30)
Marketing Strategy Planning Decisions for Place
266(1)
Place Decisions Are Guided by "Ideal" Place Objectives
267(2)
Channel System May Be Direct or Indirect
269(5)
Channel Specialists May Reduce Discrepancies and Separations
274(2)
Channel Relationships Must Be Managed
276(5)
Vertical Marketing Systems Focus on Final Customers
281(1)
The Best Channel System Should Achieve Ideal Market Exposure
282(3)
Multichannel Distribution and Reverse Channels
285(5)
Entering International Markets
290(2)
Conclusion
292(1)
Key Terms
292(1)
Questions and Problems
292(1)
Marketing Planning for Hillside Veterinary Clinic
293(1)
Suggested Cases
293(1)
Marketing Analytics: Data to Knowledge
293(1)
Chapter Eleven Distribution Customer Service and Logistics 294(24)
Physical Distribution Gets It to Customers
296(1)
Physical Distribution Customer Service
297(3)
Physical Distribution Concept Focuses on the Whole Distribution System
300(2)
Coordinating Logistics Activities among Firms
302(3)
The Transporting Function Adds Value to a Marketing Strategy
305(2)
Which Transporting Alternative Is Best?
307(3)
The Storing Function and Marketing Strategy
310(2)
Specialized Storing Facilities May Be Required
312(1)
The Distribution Center-A Different Kind of Warehouse
313(1)
Disaster Relief-Logistics Saves Lives
314(2)
Conclusion
316(1)
Key Terms
316(1)
Questions and Problems
316(1)
Marketing Planning for Hillside Veterinary Clinic
317(1)
Suggested Cases
317(1)
Marketing Analytics: Data to Knowledge
317(1)
Chapter Twelve Retailers, Wholesalers, and Their Strategy Planning 318(32)
Retailers and Wholesalers Plan Their Own Strategies
320(2)
The Nature of Retailing
322(1)
Planning a Retailer's Strategy
323(2)
Conventional Retailers-Try to Avoid Price Competition
325(1)
Expand Assortment and Service ToCompete at a High Price
326(1)
Evolution of Mass-Merchandising Retailers
327(3)
Some Retailers Focus on Added Convenience
330(1)
Retailing and the Internet
331(4)
Why Retailers Evolve and Change
335(3)
Differences in Retailing in Different Nations
338(1)
What Is a Wholesaler?
339(1)
Wholesaling Is Changing with the Times
340(1)
Wholesalers Add Value in Different Ways
341(1)
Merchant Wholesalers Are the Most Numerous
342(3)
Agents Are Strong on Selling
345(1)
Conclusion
346(1)
Key Terms
347(1)
Questions and Problems
347(1)
Marketing Planning for Hillside Veterinary Clinic
348(1)
Suggested Cases
348(1)
Marketing Analytics: Data to Knowledge
348(2)
Chapter Thirteen Promotion-Introduction to Integrated Marketing Communications 350(28)
Promotion Communicates to Target Markets
352(1)
Several Promotion Methods Are Available
353(2)
Someone Must Plan, Integrate, and Manage the Promotion Blend
355(1)
Which Methods to Use Depends on Promotion Objectives
356(4)
Promotion Requires Effective Communication
360(3)
When Customers Initiate the Communication Process
363(3)
How Typical Promotion Plans Are Blended and Integrated
366(5)
Adoption Processes Can Guide Promotion Planning
371(1)
Promotion Blends Vary over the Product Life Cycle
372(2)
Setting the Promotion Budget
374(1)
Conclusion
375(1)
Key Terms
376(1)
Questions and Problems
376(1)
Marketing Planning for Hillside Veterinary Clinic
377(1)
Suggested Cases
377(1)
Marketing Analytics: Data to Knowledge
377(1)
Chapter Fourteen Personal Selling and Customer Service 378(28)
The Importance and Role of Personal Selling
380(3)
What Kinds of Personal Selling Are Needed?
383(1)
Order Getters Develop New Business Relationships
383(1)
Order Takers Nurture Relationships to Keep the Business Coming
384(1)
Supporting Sales Force Informs and Promotes in the Channel
385(2)
Customer Service Promotes the Next Purchase
387(2)
The Right Structure Helps Assign Responsibility
389(3)
Information Technology Provides Tools to Do the Job
392(4)
Sound Selection and Training to Build a Sales Force
396(1)
Compensating and Motivating Salespeople
397(2)
Personal Selling Techniques-Prospecting and Presenting
399(4)
Conclusion
403(1)
Key Terms
404(1)
Questions and Problems
404(1)
Marketing Planning for Hillside Veterinary Clinic
405(1)
Suggested Cases
405(1)
Marketing Analytics: Data to Knowledge
405(1)
Chapter Fifteen Advertising and Sales Promotion 406(32)
Advertising, Sales Promotion, and Marketing Strategy Planning
408(2)
Advertising Is Big Business
410(1)
Advertising Objectives Are a Strategy Decision
411(2)
Objectives Determine the Kinds of Advertising Needed
413(3)
Choosing the "Best" Medium-How to Deliver the Message
416(3)
Digital and Mobile Advertising
419(5)
Planning the "Best" Message-What to Communicate
424(2)
Measuring Advertising Effectiveness Is Not Easy
426(2)
Avoid Unfair Advertising
428(2)
Sales Promotion-Do Something Different to Stimulate Change
430(4)
Managing Sales Promotion
434(1)
Conclusion
435(1)
Key Terms
435(1)
Questions and Problems
436(1)
Marketing Planning for Hillside Veterinary Clinic
436(1)
Suggested Cases
436(1)
Marketing Analytics: Data to Knowledge
437(1)
Chapter Sixteen Publicity: Promotion Using Earned Media, Owned Media, and Social Media 438(32)
Publicity, the Promotion Blend, and Marketing Strategy Planning
440(2)
Paid, Earned, and Owned Media
442(4)
Customers Obtain Information from Search, Pass-Along, and Experience
446(2)
Create Owned Media Content Your Customers Can Use
448(4)
Earned Media from Public Relations and the Press
452(2)
Earned Media from Customer Advocacy
454(3)
Social Media Differ from Traditional Media
457(2)
Major Social Media Platforms
459(7)
Software Can Manage, Measure, and Automate Online Media
466(2)
Conclusion
468(1)
Key Terms
468(1)
Questions and Problems
468(1)
Marketing Planning for Hillside Veterinary Clinic
469(1)
Suggested Cases
469(1)
Marketing Analytics: Data to Knowledge
469(1)
Chapter Seventeen Pricing Objectives and Policies 470(30)
Price Has Many Strategy Dimensions
472(3)
Objectives Should Guide Strategy Planning for Price
475(1)
Profit-Oriented Objectives
475(2)
Sales-Oriented Objectives
477(1)
Status Quo-Oriented Objective
478(1)
Most Firms Set Specific Pricing Policies-To Reach Objectives
478(1)
Price Flexibility Policies
479(3)
Price-Level Policies and the Product Life Cycle
482(2)
Discount Policies-Reductions from List Prices
484(2)
Allowance Policies-Off List Prices
486(1)
Pricing Policies for Price Reductions, Financing, and Transportation
487(4)
Pricing Policies Combine to Impact Customer Value
491(3)
Legality of Pricing Policies
494(3)
Conclusion
497(1)
Key Terms
498(1)
Questions and Problems
498(1)
Marketing Planning for Hillside Veterinary Clinic
499(1)
Suggested Cases
499(1)
Marketing Analytics: Data to Knowledge
499(1)
Chapter Eighteen Price Setting in the Business World 500(26)
Price Setting Is a Key Strategy Decision
502(1)
Some Firms Just Use Markups
503(3)
Average-Cost Pricing Is Common and Can Be Dangerous
506(1)
Marketing Managers Must Consider Various Kinds of Costs
507(3)
Break-Even Analysis Can Evaluate Possible Prices
510(2)
Marginal Analysis Considers Both Costs and Demand
512(2)
Additional Demand-Oriented Approaches for Setting Prices
514(8)
Pricing a Full Line
522(1)
Conclusion
523(1)
Key Terms
524(1)
Questions and Problems
524(1)
Marketing Planning for Hillside Veterinary Clinic
525(1)
Suggested Cases
525(1)
Marketing Analytics: Data to Knowledge
525(1)
Chapter Nineteen Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges 526(26)
How Should Marketing Be Evaluated?
528(1)
Can Consumer Satisfaction Be Measured?
529(2)
Micro-Marketing Often Does Cost Too Much
531(2)
Macro-Marketing Does Not Cost Too Much
533(3)
Marketing Strategy Planning Process Requires Logic and Creativity
536(2)
The Marketing Plan Brings All the Details Together
538(3)
Today's Marketers Face Challenges and Opportunities
541(8)
How Far Should the Marketing Concept Go?
549(1)
Conclusion
550(1)
key term
550(1)
Questions and Problems
550(1)
Marketing Planning for Hillside Veterinary Clinic
551(1)
Suggested Cases
551(1)
Appendix A Economics Fundamentals 552(12)
Appendix B Marketing Arithmetic 564(15)
Appendix C Career Planning In Marketing 579(13)
Appendix D Hillside Veterinary Clinic Marketing Plan 592(29)
Bonus
Chapter 1: Implementing and Controlling Marketing Plans: Metrics and Analysis (full chapter content accessible online through Connect/SmartBook)		 621(1)
Bonus
Chapter 2: Managing Marketing's Link with Other Functional Areas (full chapter content accessible online through Connect/ SmartBook)		 622(2)
Video Cases
1 Potbelly Sandwich Works Grows through "Quirky" Marketing
624(1)
2 Suburban Regional Shopping Malls: Can the Magic Be Restored?
625(2)
3 Strategic Marketing Planning in Big Brothers Big Sisters of America
627(3)
4 Invacare Says "Yes, You Can!" to Customers Worldwide
630(2)
5 Segway Finds Niche Markets for Its Human Transporter Technology
632