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Essentials of Marketing- Looseleaf 15th ed. [Loose-leaf]

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(Michigan State U East Lansing), (University of North Carolina Chapel Hill), (Colorado State University - Fort Collins)
  • Formatas: Loose-leaf, 784 pages, aukštis x plotis x storis: 274x216x23 mm, weight: 1520 g
  • Išleidimo metai: 13-Jan-2016
  • Leidėjas: McGraw-Hill Education
  • ISBN-10: 1259573532
  • ISBN-13: 9781259573538
Kitos knygos pagal šią temą:
Essentials of Marketing- Looseleaf 15th ed.Didesnis paveikslėlis
  • Formatas: Loose-leaf, 784 pages, aukštis x plotis x storis: 274x216x23 mm, weight: 1520 g
  • Išleidimo metai: 13-Jan-2016
  • Leidėjas: McGraw-Hill Education
  • ISBN-10: 1259573532
  • ISBN-13: 9781259573538
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9781259573538.html
Raktažodžiai:

Marketing's pillar "Four Ps" framework was first introduced by Jerome McCarthy in the 1960s. Its managerial orientation and practical "How-To-Do-It" strategy planning approach continues wit this newest 15th edition of Essentials of Marketing: A Marketing Strategy Planning Approach. 

Essentials of Marketing prepares students for success by teaching skills through examples, explanations, frameworks, models, classification systems, cases, and practical “how-to” techniques geared toward increasing analytical abilities and helping students figure out how to do a superior job of satisfying customers. Special topics like relationship marketing, international marketing, services marketing, marketing and the Internet, marketing for nonprofit organizations, ethics, social issues, and business-to-business marketing are integrated throughout.

Additional resources further enhance learning, including an online Marketing Plan Coach that helps students create meaningful marketing plans, updated instructor supplements, and Perreault/Cannon's regularly updated teachthe4ps.com and learnthe4ps.com blogs.

Perreault/Cannon's Essentials of Marketing is available through McGraw-Hill Connect®, a subscription-based learning service accessible online through personal computer or tablet. A subscription to Connect includes the following:

• SmartBook® - an adaptive digital version of the course textbook that personalizes the reading experience based on how well students are learning the content.
• Access to homework assignments, quizzes, syllabus, notes, reminders, and other important files for the course. Auto-graded assignments in Connect Marketing include iSeeIt! concept animations, video cases, and other application exercises. Contact your Learning Technology Representative for a complete list of assignments by chapter and learning outcome.
• Progress dashboards that quickly show students how they are performing on assignments, with tips for improvement.
• The option to purchase (for a small fee) a print version of the book. This binder-ready, loose-leaf version includes free shipping.

Complete system requirements to use Connect can be found here.

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(3)
Macro-Marketing
9(4)
The Role of Marketing in Economic Systems
13(3)
Marketing's Role Has Changed a Lot over the Years
16(1)
What Does the Marketing Concept Mean?
17(3)
The Marketing Concept and Customer Value
20(2)
The Marketing Concept Applies in Nonprofit Organizations
22(1)
The Marketing Concept, Social Responsibility, and Marketing Ethics
23(3)
Conclusion
26(1)
What's Now?
27(1)
Key Terms
27(1)
Questions and Problems
27(1)
Suggested Cases
28(1)
Marketing Analytics: Data to Knowledge
28(2)
Chapter Two Marketing Strategy Planning 30(26)
The Management Job in Marketing
32(1)
What Is a Marketing Strategy?
32(2)
Selecting a Market-Oriented Strategy Is Target Marketing
34(2)
Developing Marketing Mixes for Target Markets
36(4)
The Marketing Plan Is a Guide to Implementation and Control
40(3)
Recognizing Customer Lifetime Value and Customer Equity
43(2)
What Are Attractive Opportunities?
45(1)
Marketing Strategy Planning Process Highlights Opportunities
46(3)
Types of Opportunities to Pursue
49(2)
International Opportunities Should Be Considered
51(2)
Conclusion
53(1)
What's Now?
53(1)
Key Terms
54(1)
Questions and Problems
54(1)
Marketing Planning for Hillside Veterinary Clinic
55(1)
Suggested Cases
55(1)
Marketing Analytics: Data to Knowledge
55(1)
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(2)
Analyzing Competitors and the Competitive Environment
63(3)
The Economic Environment
66(1)
The Technological Environment
66(3)
The Political Environment
69(1)
The Legal Environment
70(3)
The Cultural and Social Environment
73(6)
Using Screening Criteria to Narrow Down to Strategies
79(2)
Planning Grids Help Evaluate a Portfolio of Opportunities
81(1)
Evaluating Opportunities in International Markets
82(1)
Conclusion
83(1)
What's Now?
84(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(6)
What Dimensions Are Used to Segment Markets?
99(5)
More Sophisticated Techniques May Help in Segmenting
104(1)
Differentiation and Positioning Take the Customer Point of View
105(5)
Conclusion
110(1)
What's Now?
111(1)
Key Terms
111(1)
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(28)
Consumer Behavior: Why Do They Buy What They Buy?
116(1)
Economic Needs Affect Most Buying Decisions
117(2)
Psychological Influences within an Individual
119(9)
Social Influences Affect Consumer Behavior
128(3)
Culture, Ethnicity, and Consumer Behavior
131(2)
Individuals Are Affected by the Purchase Situation
133(1)
The Consumer Decision Process
134(4)
Conclusion
138(1)
What's Now?
139(1)
Key Terms
139(1)
Questions and Problems
139(1)
Marketing Planning for Hillside Veterinary Clinic
140(1)
Suggested Cases
140(1)
Marketing Analytics: Data to Knowledge
140(2)
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(12)
A Model of Business and Organizational Buying Step 1: Define the Problem
157
Step 2: The Decision-Making Process
152(4)
Step 3: Managing Buyer-Seller Relationships in Business Markets
156(4)
Manufacturers Are Important Customers
160(2)
Producers of Services-Smaller and More Spread Out
162(1)
Retailers and Wholesalers Buy for Their Customers
163(1)
The Government Market
164(1)
Conclusion
165(1)
What's Now?
166(1)
Key Terms
166(1)
Questions and Problems
166(1)
Creating Marketing Plans
167(1)
Marketing Planning for Hillside Veterinary Clinic
167(1)
Marketing Analytics: Data to Knowledge
167(1)
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
177(1)
Defining the Problem-Step 1
177(1)
Analyzing the Situation-Step 2
178(3)
Getting Problem-Specific Data-Step 3
181(8)
Interpreting the Data-Step 4
189(3)
Solving the Problem-Step 5
192(1)
International Marketing Research
192(1)
Conclusion
193(1)
What's Now?
194(1)
Key Terms
194(1)
Questions and Problems
194(1)
Marketing Planning for Hillside Veterinary Clinic
195(1)
Suggested Cases
195(1)
Marketing Analytics: Data to Knowledge
195(1)
Chapter Eight Elements of Product Planning for Goods and Services 196(30)
The Product Area Involves Many Strategy Decisions
198(1)
What Is a Product?
199(3)
Differences between Goods and Services
202(2)
Branding Is a Strategy Decision
204(3)
Achieving Brand Familiarity Is Not Easy
207(2)
Protecting Brand Names and Trademarks
209(1)
What Kind of Brand to Use?
210(1)
Who Should Do the Branding?
210(2)
Packaging Promotes, Protects, and Enhances
212(2)
Warranty Policies Are a Part of Strategy Planning
214(1)
Product Classes Help Plan Marketing Strategies
215(1)
Consumer Product Classes
216(2)
Business Products Are Different
218(1)
Business Product Classes-How They Are Defined
218(4)
Conclusion
222(1)
What's Now?
222(1)
Key Terms
222(1)
Questions and Problems
223(1)
Marketing Planning for Hillside Veterinary Clinic
224(1)
Suggested Cases
224(1)
Marketing Analytics: Data to Knowledge
224(2)
Chapter Nine Product Management and New-Product Development 226(28)
Innovation and Market Changes Create Opportunities
228(1)
Managing Products over Their Life Cycles
229(3)
Product Life Cycles Vary in Length
232(2)
Planning for Different Stages of the Product Life Cycle
234(3)
New-Product Planning
237(2)
An Organized New-Product Development Process Is Critical
239(7)
New-Product Development: A Total Company Effort
246(1)
Need for Product Managers
247(1)
Managing Product Quality
248(9)
Conclusion
257
What's Now?
251(6)
Key Terms
257
Questions and Problems
252(1)
Marketing Planning for Hillside Veterinary Clinic
252(1)
Suggested Cases
252(1)
Marketing Analytics: Data to Knowledge
252(2)
Chapter Ten Place and Development of Channel Systems 254(28)
Marketing Strategy Planning Decisions for Place
256(1)
Place Decisions Are Guided by "Ideal" Place Objectives
257(2)
Channel System May Be Direct or Indirect
259(5)
Channel Specialists May Reduce Discrepancies and Separations
264(2)
Channel Relationship Must Be Managed
266(3)
Vertical Marketing Systems Focus on Final Customers
269(8)
The Best Channel System Should Achieve Ideal Market Exposure
277
Multichannel Distribution and Reverse Channels
273(4)
Entering International Markets
277(1)
Conclusion
278(1)
What's Now?
279(1)
Key Terms
279(1)
Questions and Problems
279(1)
Marketing Planning for Hillside Veterinary Clinic
279(1)
Suggested Cases
279(1)
Marketing Analytics: Data to Knowledge
279(3)
Chapter Eleven Distribution Customer Service and Logistics 282(22)
Physical Distribution Gets It to Customers
284(1)
Physical Distribution Customer Service
285(3)
Physical Distribution Concept Focuses on the Whole Distribution System
288(1)
Coordinating Logistics Activities among Firms
288(5)
The Transporting Function Adds Value to a Marketing Strategy
293(1)
Which Transporting Alternative Is Best?
294(4)
The Storing Function and Marketing Strategy
298(1)
Specialized Storing Facilities May Be Required
298(2)
The Distribution Center-A Different Kind of Warehouse
300(2)
Conclusion
302(1)
What's Now?
302(1)
Key Terms
302(1)
Questions and Problems
302(1)
Marketing Planning for Hillside Veterinary Clinic
303(1)
Suggested Cases
303(1)
Marketing Analytics: Data to Knowledge
303(1)
Chapter Twelve Retailers, Wholesalers, and Their Strategy Planning 304(30)
Retailers and Wholesalers Plan Their Own Strategies
306(2)
The Nature of Retailing
308(1)
Planning a Retailer's Strategy
308(3)
Conventional Retailers-Try to Avoid Price Competition
311(1)
Expand Assortment and Service-To Compete at a High Price
312(1)
Evolution of Mass-Merchandising Retailers
313(2)
Some Retailers Focus on Added Convenience
315(1)
Retailing and the Internet
316(3)
Why Retailers Evolve and Change
319(3)
Differences in Retailing in Different Nations
322(2)
What Is a Wholesaler?
324(1)
Wholesaling Is Changing with the Times
324(1)
Wholesalers Add Value in Different Ways
324(3)
Merchant Wholesalers Are the Most Numerous
327(2)
Agents Are Strong on Selling
329(1)
Conclusion
330(1)
What's Now?
331(1)
Key Terms
331(1)
Questions and Problems
331(1)
Marketing Planning for Hillside Veterinary Clinic
332(1)
Suggested Cases
332(1)
Marketing Analytics: Data to Knowledge
332(2)
Chapter Thirteen Promotion-Introduction to Integrated Marketing Communications 334(28)
Promotion Communicates to Target Markets
336(1)
Several Promotion Methods Are Available
337(2)
Someone Must Plan, Integrate, and Manage the Promotion Blend
339(8)
Which Methods to Use Depends on Promotion Objectives
347
Promotion Requires Effective Communication
344(3)
When Customers Initiate the Communication Process
347(3)
How Typical Promotion Plans Are Blended and Integrated
350(3)
Adoption Processes Can Guide Promotion Planning
353(2)
Promotion Blends Vary over the Product Life Cycle
355(2)
Setting the Promotion Budget
357(1)
Conclusion
358(1)
What's Now?
359(1)
Key Terms
359(1)
Questions and Problems
359(1)
Marketing Planning for Hillside Veterinary Clinic
360(1)
Suggested Cases
360(1)
Marketing Analytics: Data to Knowledge
360(2)
Chapter Fourteen Personal Selling and Customer Service 362(28)
The Importance and Role of Personal Selling
364(3)
What Kinds of Personal Selling Are Needed?
367(1)
Order Getters Develop New Business Relationships
367(1)
Order Takers Nurture Relationships to Keep the Business Coming
368(1)
Supporting Sales Force Informs and Promotes in the Channel
369(2)
Customer Service Promotes the Next Purchase
371(1)
The Right Structure Helps Assign Responsibility
372(6)
Information Technology Provides Tools to Do the Job
378(1)
Sound Selection and Training to Build a Sales Force
379(1)
Compensating and Motivating Salespeople
380(5)
Personal Selling Techniques-Prospecting and Presenting
385(2)
Conclusion
387(1)
What's Now?
388(1)
Key Terms
388(1)
Questions and Problems
388(1)
Marketing Planning for Hillside Veterinary Clinic
389(1)
Suggested Cases
389(1)
Marketing Analytics: Data to Knowledge
389(1)
Chapter Fifteen Advertising and Sales Promotion 390(30)
Advertising, Sales Promotion, and Marketing Strategy Planning
392(2)
Advertising Is Big Business
394(1)
Advertising Objectives Are a Strategy Decision
395(1)
Objectives Determine the Kinds of Advertising Needed
396(3)
Choosing the "Best" Medium-How to Deliver the Message
399(3)
Digital and Mobile Advertising
402(5)
Planning the "Best" Message-What to Communicate
407(2)
Advertising Agencies Often Do the Work
409(61)
Measuring Advertising Effectiveness Is Not Easy
470
Avoid Unfair Advertising
417(55)
Sales Promotion-Do Something Different to Stimulate Change
472
Challenges in Managing Sales Promotion
414(1)
Different Types of Sales Promotion for Different Targets
415(2)
Conclusion
417(1)
What's Now?
418(1)
Key Terms
418(1)
Questions and Problems
418(1)
Marketing Planning for Hillside Veterinary Clinic
419(1)
Suggested Cases
419(60)
Marketing Analytics: Data to Knowledge
479
Chapter Sixteen Publicity: Promotion Using Earned Media, Owned Media, and Social Media 420(30)
Publicity, the Promotion Blend, and Marketing Strategy Planning
422(2)
Paid, Earned, and Owned Media
424(4)
Customers Obtain Information from Search, Pass-Along, and Experience
428(2)
Create Owned Media Content Your Customers Can Use
430(5)
Earned Media from Public Relations and the Press
435(2)
Earned Media from Customer Advocacy
437(2)
Social Media Differs from Traditional Media
439(1)
Major Social Media Platforms
440(6)
Software Can Manage, Measure, and Automate Online Media
446(1)
Conclusion
447(1)
What's Now?
448(40)
Key Terms
488
Questions and Problems
448(1)
Marketing Planning for Hillside Veterinary Clinic
449(1)
Suggested Cases
449(1)
Marketing Analytics: Data to Knowledge
449(1)
Chapter Seventeen Pricing Objectives and Policies 450(30)
Price Has Many Strategy Dimensions
452(3)
Objectives Should Guide Strategy Planning for Price
455(1)
Profit-Oriented Objectives
455(1)
Sales-Oriented Objectives
456(1)
Status Quo Pricing Objectives
457(1)
Most Firms Set Specific Pricing Policies-To Reach Objectives
458(1)
Price Flexibility Policies
458(2)
Price-Level Policies-Over the Product Life Cycle
460(4)
Discount Policies-Reductions from List Prices
464(3)
Allowance Policies-Off List Prices
467(1)
Some Customers Get Something Extra
468(2)
List Price May Depend on Geographic Pricing Policies
470(7)
Pricing Policies Combine to Impact Customer Value
477
Legality of Pricing Policies
474(3)
Conclusion
477(1)
What's Now?
477(1)
Key Terms
477(1)
Questions and Problems
477(1)
Marketing Planning for Hillside Veterinary Clinic
478(1)
Suggested Cases
478(1)
Marketing Analytics: Data to Knowledge
479(1)
Chapter Eighteen Price Setting in the Business World 480(26)
Price Setting Is a Key Strategy Decision
482(1)
Some Firms Just Use Markups
483(3)
Average-Cost Pricing Is Common and Can Be Dangerous
486(2)
Marketing Managers Must Consider Various Kinds of Costs
488(9)
Break-Even Analysis Can Evaluate Possible Prices
497
Marginal Analysis Considers Both Costs and Demand
492(2)
Additional Demand-Oriented Approaches for Setting Prices
494(13)
Pricing a Full Line
507
Bid Pricing and Negotiated Pricing Depend Heavily on Costs
503(1)
Conclusion
504(1)
What's Now?
504(1)
Key Terms
504(1)
Questions and Problems
505(1)
Marketing Planning for Hillside Veterinary Clinic
505(1)
Suggested Cases
505(1)
Marketing Analytics: Data to Knowledge
505(1)
Chapter Nineteen Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges 506(26)
How Should Marketing Be Evaluated?
508(1)
Can Consumer Satisfaction Be Measured?
509(2)
Micro-Marketing Often Does Cost Too Much
511(2)
Macro-Marketing Does Not Cost Too Much
513(2)
Marketing Strategy Planning Process Requires Logic and Creativity
515(3)
The Marketing Plan Brings All the Details Together
518(3)
Challenges Facing Marketers
521(7)
How Far Should the Marketing Concept Go?
528(1)
Conclusion
529(1)
What's Now?
530(1)
Questions and Problems
530(7)
Marketing Planning for Hillside Veterinary Clinic
537(1)
Suggested Cases
537
Appendix A: Economics Fundamentals 532(13)
Appendix B: Marketing Arithmetic 545(15)
Appendix C: Career Planning in Marketing 560(14)
Appendix D: Hillside Veterinary Clinic Marketing Plan 574(30)
Bonus
Chapter 2: Managing Marketing's Link with Other Functional Areas (full chapter content accessible online through Connect/SmartBook)		 604
Bonus
Chapter 1: Implementing and Controlling Marketing Plans: Evolution and Revolution (full chapter content accessible online through Connect/SmartBook)		 603(3)
Video Cases
1 Chick-fil-A: "Eat Mor Chikin" (Except on Sunday)
606(1)
2 Bass Pro Shops (Outdoor World)
607(2)
3 Toyota Prius: The Power of Excellence in Product Innovation and Marketing
609(1)
4 Potbelly Sandwich Works Grows through "Quirky" Marketing
610(1)
5 Suburban Regional Shopping Malls: Can the Magic Be Restored?
611(3)
6 Strategic Marketing Planning in Big Brothers Big Sisters of America
614(3)
7 Invacare Says, "Yes, You Can!" to Customers Worldwide
617(2)
8 Segway Finds Niche Markets for Its Human Transporter Technology
619(4)
Cases
1 McDonald's "Seniors" Restaurant
623(1)
2 Nature's Way Foods, Inc.
623(1)
3 Real NOCO Soccer Academy
624(1)
4 Computer Xperts
625(1)
5 Polymer Dynamics
626(1)
6 Steel Solutions
627(1)
7 Waimate Springs Lodge
628(1)
8 Salvaggio's Trattoria
629(1)
9 Restful Night Motel
630(1)
10 Sampson's Ice Center
631(1)
11 Run Free
632(1)
12 DrV.com-Custom Vitamins
633(1)
13 AAA Office World (AAA)
634(1)
14 Schrock & Oh Design
635(2)
15 The Olentangy Group
637(1)
16 Tall Timber Lumber Supply
637(1)
17 Simply Pure H204U, Inc.
638(2)
18 West Tarrytown Volunteer Fire Department (WTVFD)
640(7)
19 UltimateWedding.com
647
20 Minnehaha Marine & Camp
643(1)
21 Geonovo Chemical, Inc. (GCI)
644(1)
22 Bright Light Innovations: The Starlight Stove
645(1)
23 Schmidt Furniture
646(1)
24 WireX
647(1)
25 Whittier Plastics
648(1)
26 Abundant Harvest
649(1)
27 Advanced Molding, Inc.
650(7)
28 AAT Tools (AAT)
657
29 Quality Iron Castings, Inc.
652(1)
30 Walker-Winkle Mills, Ltd.
653(1)
31 Bowman Home Health Services (BHHS)
654(2)
32 Lever, Ltd.
656(2)
33 Kennedy & Gaffney (K&G)
658(1)
34 Chess Aluminum Worldwide (CAW)
659(1)
35 Skipper's Pizza Pies
660(3)
36 Silverglade Homes
663(1)
37 Mallory's Lemonade Stand (A)
664(1)
38 Mallory's Lemonade Stand (B)
664(2)
Glossary 666(11)
Notes 677(44)
Author Index 721(11)
Company Index 732(4)
Subject Index 736