| Part 1 Initiating the Marketing Process |
|
|
1 Creating Customer Relationships And Value Through Marketing |
|
|
2 | (22) |
|
At Chobani, Marketing Is "Nothing But Good"! |
|
|
2 | (2) |
|
Understanding Consumers' Food Values |
|
|
2 | (1) |
|
|
|
2 | (1) |
|
|
|
3 | (1) |
|
Chobani, Marketing, and You |
|
|
4 | (1) |
|
|
|
4 | (3) |
|
Marketing and Your Career |
|
|
4 | (1) |
|
Marketing: Delivering Value to Customers |
|
|
5 | (1) |
|
The Diverse Elements Influencing Marketing Actions |
|
|
5 | (1) |
|
What Is Needed for Marketing to Occur |
|
|
6 | (1) |
|
How Marketing Discovers and Satisfies Consumer Needs |
|
|
7 | (3) |
|
Discovering Consumer Needs |
|
|
7 | (1) |
|
The Challenge: Meeting Consumer Needs with New Products |
|
|
7 | (2) |
|
Satisfying Consumer Needs |
|
|
9 | (1) |
|
The Marketing Program: How Customer Relationships Are Built |
|
|
10 | (4) |
|
Relationship Marketing: Easy to Understand, Hard to Do |
|
|
10 | (2) |
|
The Marketing Program and Market Segments |
|
|
12 | (1) |
|
3M's Strategy and Marketing Program to Help Students Study |
|
|
12 | (2) |
|
How Marketing Became So Important |
|
|
14 | (4) |
|
Evolution of the Market Orientation |
|
|
14 | (1) |
|
Focusing on Customer Relationship Management |
|
|
14 | (1) |
|
Ethics and Social Responsibility in Marketing: Balancing the Interests of Different Groups |
|
|
15 | (1) |
|
The Breadth and Depth of Marketing |
|
|
16 | (2) |
|
Learning Objectives Review |
|
|
18 | (1) |
|
|
|
18 | (1) |
|
|
|
18 | (1) |
|
Applying Marketing Knowledge |
|
|
19 | (1) |
|
Building Your Marketing Plan |
|
|
19 | (1) |
|
Video Case 1: Chobani®: Making Greek Yogurt a Household Name |
|
|
19 | (5) |
|
2 Developing Successful Organizational And Marketing Strategies |
|
|
24 | (44) |
|
Making the World a Better Place, One Scoop at a Time! |
|
|
24 | (2) |
|
|
|
26 | (2) |
|
|
|
26 | (1) |
|
|
|
26 | (1) |
|
The Structure of Today's Organizations |
|
|
26 | (2) |
|
Making Responsible Decisions: Social Entrepreneurs Are Creating New Types of Organizations to Pursue Social Goals |
|
|
27 | (1) |
|
Strategy in Visionary Organizations |
|
|
28 | (6) |
|
Organizational Foundation: Why Does It Exist? |
|
|
29 | (1) |
|
Organizational Direction: What Will It Do? |
|
|
30 | (1) |
|
Organizational Strategies: How Will It Do It? |
|
|
31 | (1) |
|
Tracking Strategic Performance with Marketing Analytics |
|
|
31 | (1) |
|
Applying Marketing Metrics: How Well Is Ben & Jerry's Doing? |
|
|
33 | (1) |
|
Setting Strategic Directions |
|
|
34 | (4) |
|
A Look Around: Where Are We Now? |
|
|
34 | (1) |
|
Growth Strategies: Where Do We Want to Go? |
|
|
34 | (4) |
|
The Strategic Marketing Process |
|
|
38 | (6) |
|
The Planning Phase of the Strategic Marketing Process |
|
|
38 | (2) |
|
The Implementation Phase of the Strategic Marketing Process |
|
|
40 | (2) |
|
The Evaluation Phase of the Strategic Marketing Process |
|
|
42 | (2) |
|
Learning Objectives Review |
|
|
44 | (1) |
|
|
|
45 | (1) |
|
|
|
46 | (1) |
|
Applying Marketing Knowledge |
|
|
46 | (1) |
|
Building Your Marketing Plan |
|
|
47 | (1) |
|
Video Case 2: IBM: Using Strategy to Build a "Smarter Planet" |
|
|
47 | (5) |
|
Appendix A Building an Effective Marketing Plan |
|
|
52 | (16) |
|
3 Understanding The Marketing Environment, Ethical Behavior, And Social Responsibility |
|
|
68 | (26) |
|
Is "Connecting the World" an Ambitious Vision? Not If You Are Facebook! |
|
|
68 | (2) |
|
|
|
68 | (2) |
|
|
|
70 | (1) |
|
An Environmental Scan of Today's Marketplace |
|
|
70 | (1) |
|
|
|
70 | (3) |
|
|
|
70 | (1) |
|
Making Responsible Decisions: Millennials Are a Force for Good |
|
|
72 | (1) |
|
|
|
72 | (1) |
|
|
|
73 | (2) |
|
|
|
73 | (1) |
|
|
|
74 | (1) |
|
|
|
75 | (2) |
|
|
|
75 | (1) |
|
Technology's Impact on Customer Value |
|
|
76 | (1) |
|
Technology Enables Data Analytics |
|
|
77 | (1) |
|
|
|
77 | (2) |
|
Alternative Forms of Competition |
|
|
77 | (1) |
|
Small Businesses as Competitors |
|
|
78 | (1) |
|
|
|
79 | (2) |
|
|
|
79 | (1) |
|
Protecting Producers and Consumers |
|
|
79 | (1) |
|
Control through Self-Regulation |
|
|
80 | (1) |
|
Understanding Ethical Marketing Behavior |
|
|
81 | (3) |
|
Societal Culture and Norms |
|
|
81 | (1) |
|
Business Culture and Industry Practices |
|
|
81 | (1) |
|
Making Responsible Decisions: Corporate Conscience in the Cola War |
|
|
82 | (1) |
|
Corporate Culture and Expectations |
|
|
83 | (1) |
|
Your Personal Moral Philosophy and Ethical Behavior |
|
|
83 | (1) |
|
Understanding Social Responsibility in Marketing |
|
|
84 | (2) |
|
Three Concepts of Social Responsibility |
|
|
84 | (1) |
|
Sustainable Development: Doing Well by Doing Good |
|
|
85 | (1) |
|
Marketing Matters: Will Consumers Switch Brands for a Cause? Yes, If... |
|
|
86 | (1) |
|
Learning Objectives Review |
|
|
86 | (1) |
|
|
|
87 | (1) |
|
|
|
88 | (1) |
|
Applying Marketing Knowledge |
|
|
88 | (1) |
|
Building Your Marketing Plan |
|
|
88 | (1) |
|
Video Case 3: Toyota: Building Cleaner, Greener Cars |
|
|
89 | (5) |
| Part 2 Understanding Buyers and Markets |
|
|
4 Understanding Consumer Behavior |
|
|
94 | (28) |
|
Enlightened Carmakers Know What Custom(h)ers and Influenc(h)ers Value |
|
|
94 | (2) |
|
Consumer Purchase Decision Process and Experience |
|
|
96 | (6) |
|
Problem Recognition: Perceiving a Need |
|
|
96 | (1) |
|
Information Search: Seeking Value |
|
|
96 | (1) |
|
Alternative Evaluation: Assessing Value |
|
|
96 | (1) |
|
Purchase Decision: Buying Value |
|
|
97 | (1) |
|
Postpurchase Behavior: Realizing Value |
|
|
98 | (1) |
|
Marketing Matters: How Much Is a Satisfied Customer Worth? |
|
|
99 | (1) |
|
Consumer Involvement Affects Problem Solving |
|
|
99 | (2) |
|
Situational Influences That Affect Purchase Decisions |
|
|
101 | (1) |
|
Psychological Influences on Consumer Behavior |
|
|
102 | (7) |
|
Consumer Motivation and Personality |
|
|
102 | (1) |
|
|
|
103 | (1) |
|
Making Responsible Decisions: The Ethics of Subliminal Messages |
|
|
104 | (1) |
|
|
|
105 | (1) |
|
Consumer Values, Beliefs, and Attitudes |
|
|
106 | (1) |
|
|
|
107 | (2) |
|
Sociocultural Influences on Consumer Behavior |
|
|
109 | (6) |
|
|
|
109 | (1) |
|
Marketing Matters. BzzAgent-The Buzz Experience |
|
|
110 | (1) |
|
Reference Group Influence |
|
|
110 | (1) |
|
|
|
111 | (2) |
|
Culture and Subculture Influences |
|
|
113 | (2) |
|
Learning Objectives Review |
|
|
115 | (1) |
|
|
|
116 | (1) |
|
|
|
117 | (1) |
|
Applying Marketing Knowledge |
|
|
117 | (1) |
|
Building Your Marketing Plan |
|
|
117 | (1) |
|
Video Case 4: Coppertone: Creating the Leading Sun Care Brand by Understanding Consumers |
|
|
117 | (5) |
|
5 Understanding Organizations As Customers |
|
|
122 | (20) |
|
Buying Is Marketing, Too! Purchasing Publication Paper for JCPenney |
|
|
122 | (2) |
|
Business-to-Business Marketing and Organizational Buyers |
|
|
124 | (2) |
|
|
|
124 | (1) |
|
|
|
124 | (1) |
|
Measuring Organizational Markets |
|
|
125 | (1) |
|
Characteristics of Organizational Buying |
|
|
126 | (4) |
|
|
|
126 | (1) |
|
Size of the Order or Purchase |
|
|
126 | (1) |
|
Number of Potential Buyers |
|
|
127 | (1) |
|
Organizational Buying Objectives |
|
|
127 | (1) |
|
Organizational Buying Criteria |
|
|
128 | (1) |
|
Buyer-Seller Relationships and Supply Partnerships |
|
|
128 | (1) |
|
Marketing Matters: At Milsco Manufacturing, "Our Marketing Philosophy Is Designed to Develop Partnerships" and Deliver a Great Ride for Customers' Seats |
|
|
129 | (1) |
|
Making Responsible Decisions: Sustainable Procurement for Sustainable Growth at Starbucks |
|
|
130 | (1) |
|
The Organizational Buying Function and Process and the Buying Center |
|
|
130 | (4) |
|
The Buying Function in Organizations |
|
|
130 | (1) |
|
Stages in the Organizational Buying Process |
|
|
131 | (1) |
|
The Buying Center: A Cross-Functional Group |
|
|
131 | (3) |
|
Online Buying in Business-to-Business Marketing |
|
|
134 | (2) |
|
Prominence of Online Buying in Organizational Markets |
|
|
134 | (1) |
|
E-Marketplaces: Virtual Organizational Markets |
|
|
134 | (1) |
|
Marketing Matters: eBay Means Business for Entrepreneurs |
|
|
134 | (1) |
|
Online Auctions in Organizational Markets |
|
|
135 | (1) |
|
Learning Objectives Review |
|
|
136 | (1) |
|
|
|
137 | (1) |
|
|
|
137 | (1) |
|
Applying Marketing Knowledge |
|
|
138 | (1) |
|
Building Your Marketing Plan |
|
|
138 | (1) |
|
Video Case 5: Trek: Building Better Bikes through Organizational Buying |
|
|
138 | (4) |
|
6 Understanding And Reaching Global Consumers And Markets |
|
|
142 | (30) |
|
Transforming the Way India Sells, Transforming the Way India Buys: Amazon.in Builds a Multi-Billion Dollar Operation from the Ground Up to the Cloud |
|
|
142 | (2) |
|
Amazon's Awesome Opportunity in India |
|
|
142 | (1) |
|
But So Are Amazon's Challenges |
|
|
142 | (1) |
|
And Failure Is Not an Option |
|
|
143 | (1) |
|
|
|
144 | (2) |
|
Global Perspective on World Trade |
|
|
144 | (1) |
|
United States Perspective on World Trade |
|
|
145 | (1) |
|
Marketing in a Borderless Economic World |
|
|
146 | (7) |
|
Decline of Economic Protectionism |
|
|
146 | (1) |
|
Making Responsible Decisions: Global Ethics and Global Economics-The Case of Protectionism |
|
|
146 | (1) |
|
Rise of Economic Integration |
|
|
147 | (2) |
|
A New Reality: Global Competition among Global Companies for Global Consumers |
|
|
149 | (1) |
|
Marketing Matters: The Global Teenager-A Market of 2 Billion Voracious Consumers |
|
|
151 | (1) |
|
Emergence of a Networked Global Marketspace |
|
|
152 | (1) |
|
Growing Prevalence of Economic Espionage |
|
|
153 | (1) |
|
A Global Environmental Scan |
|
|
153 | (6) |
|
|
|
153 | (2) |
|
|
|
155 | (3) |
|
Political-Regulatory Climate |
|
|
158 | (1) |
|
Comparing Global Market-Entry Strategies |
|
|
159 | (3) |
|
|
|
159 | (1) |
|
Marketing Matters: Creative Cosmetics and Creative Export Marketing in Japan |
|
|
160 | (1) |
|
|
|
160 | (1) |
|
|
|
161 | (1) |
|
|
|
161 | (1) |
|
Crafting a Worldwide Marketing Program |
|
|
162 | (3) |
|
Product and Promotion Strategies |
|
|
162 | (2) |
|
|
|
164 | (1) |
|
|
|
164 | (1) |
|
Learning Objectives Review |
|
|
165 | (1) |
|
|
|
166 | (1) |
|
|
|
166 | (1) |
|
Applying Marketing Knowledge |
|
|
166 | (1) |
|
Building Your Marketing Plan |
|
|
167 | (1) |
|
Video Case 6: Mary Kay, Inc.: Building a Brand in India |
|
|
167 | (5) |
| Part 3 Targeting Marketing Opportunities |
|
|
7 Marketing Research: From Customer Insights To Actions |
|
|
172 | (30) |
|
Marketing Research Goes to the Movies |
|
|
172 | (2) |
|
|
|
172 | (2) |
|
The Role of Marketing Research |
|
|
174 | (1) |
|
What Is Marketing Research? |
|
|
174 | (1) |
|
The Challenges in Doing Good Marketing Research |
|
|
174 | (1) |
|
Five-Step Marketing Research Approach |
|
|
174 | (1) |
|
Step 1: Define the Problem |
|
|
175 | (1) |
|
Set the Research Objectives |
|
|
175 | (1) |
|
Identify Possible Marketing Actions |
|
|
175 | (1) |
|
Step 2: Develop the Research Plan |
|
|
176 | (1) |
|
|
|
176 | (1) |
|
Identify Data Needed for Marketing Actions |
|
|
176 | (1) |
|
Determine How to Collect Data |
|
|
176 | (1) |
|
Step 3: Collect Relevant Information |
|
|
177 | (11) |
|
|
|
178 | (1) |
|
|
|
178 | (1) |
|
Marketing Matters: Online Databases and Internet Resources Useful to Marketers |
|
|
179 | (1) |
|
Advantages and Disadvantages of Secondary Data |
|
|
179 | (1) |
|
Primary Data: Watching People |
|
|
180 | (2) |
|
Primary Data: Asking People |
|
|
182 | (4) |
|
Primary Data: Other Sources |
|
|
186 | (1) |
|
Applying Marketing Metrics: Are the Carmex Social Media Programs Working Well? |
|
|
187 | (1) |
|
Advantages and Disadvantages of Primary Data |
|
|
188 | (1) |
|
|
|
188 | (4) |
|
|
|
188 | (1) |
|
Making Responsible Decisions: No More Personal Secrets: The Downside of Data Mining |
|
|
191 | (1) |
|
|
|
191 | (1) |
|
Step 5: Take Marketing Actions |
|
|
192 | (1) |
|
Make Action Recommendations |
|
|
192 | (1) |
|
Implement the Action Recommendations |
|
|
193 | (1) |
|
|
|
193 | (1) |
|
Sales Forecasting Techniques |
|
|
193 | (2) |
|
Judgments of the Decision Maker |
|
|
194 | (1) |
|
Surveys of Knowledgeable Groups |
|
|
194 | (1) |
|
|
|
194 | (1) |
|
Learning Objectives Review |
|
|
195 | (1) |
|
|
|
196 | (1) |
|
|
|
197 | (1) |
|
Applying Marketing Knowledge |
|
|
197 | (1) |
|
Building Your Marketing Plan |
|
|
197 | (1) |
|
Video Case 7: Carmex® (A): Leveraging Facebook for Marketing Research |
|
|
198 | (4) |
|
8 Market Segmentation, Targeting, And Positioning |
|
|
202 | (26) |
|
Zappos.com Is Powered by Service-and Segmentation! |
|
|
202 | (2) |
|
Segmentation Is a Key to Success |
|
|
202 | (1) |
|
Delivering WOW Customer Service |
|
|
202 | (2) |
|
|
|
204 | (4) |
|
What Market Segmentation Means |
|
|
204 | (1) |
|
When and How to Segment Markets |
|
|
205 | (3) |
|
Steps in Segmenting and Targeting Markets |
|
|
208 | (11) |
|
Step 1: Group Potential Buyers into Segments |
|
|
208 | (4) |
|
Step 2: Group Products to Be Sold into Categories |
|
|
212 | (1) |
|
Step 3: Develop a Market-Product Grid and Estimate the Size of Markets |
|
|
213 | (1) |
|
Step 4: Select Target Markets |
|
|
214 | (1) |
|
Step 5: Take Marketing Actions to Reach Target Markets |
|
|
215 | (1) |
|
Marketing Matters: Apple's Segmentation Strategy-Camp Runamok No Longer |
|
|
218 | (1) |
|
Market-Product Synergies: A Balancing Act |
|
|
218 | (1) |
|
|
|
219 | (2) |
|
Two Approaches to Product Positioning |
|
|
219 | (1) |
|
Crafting a Formal Positioning Statement |
|
|
219 | (1) |
|
Product Positioning Using Perceptual Maps |
|
|
220 | (1) |
|
A Perceptual Map to Reposition Chocolate Milk for Adults |
|
|
221 | (1) |
|
Learning Objectives Review |
|
|
221 | (1) |
|
|
|
222 | (1) |
|
|
|
222 | (1) |
|
Applying Marketing Knowledge |
|
|
223 | (1) |
|
Building Your Marketing Plan |
|
|
223 | (1) |
|
Video Case 8: Prince Sports, Inc.: Tennis Racquets for Every Segment |
|
|
223 | (5) |
| Part 4 Satisfying Marketing Opportunities |
|
|
9 Developing New Products And Services |
|
|
228 | (30) |
|
Apple: The World-Class New-Product Machine |
|
|
228 | (2) |
|
Apple's New-Product Development Successes... |
|
|
228 | (1) |
|
...And New-Product Development Stumbles |
|
|
228 | (1) |
|
The Next
Chapter in Apple's Story: Apple iCar? |
|
|
229 | (1) |
|
What Are Products and Services? |
|
|
230 | (6) |
|
A Look at Goods, Services, and Ideas |
|
|
230 | (1) |
|
|
|
231 | (1) |
|
|
|
232 | (1) |
|
The Uniqueness of Services |
|
|
233 | (1) |
|
Assessing and Improving Service Quality |
|
|
234 | (1) |
|
Product Classes, Forms, Items, Lines, and Mixes |
|
|
235 | (1) |
|
Marketing Matters: Feature Bloat: Geek Squad to the Rescue! |
|
|
236 | (1) |
|
New Products and Why They Succeed or Fail |
|
|
236 | (6) |
|
|
|
236 | (2) |
|
Why Products and Services Succeed or Fail |
|
|
238 | (2) |
|
How Applying Marketing Metrics Can Monitor New-Product Performance |
|
|
240 | (1) |
|
Applying Marketing Metrics: Which States Are Underperforming? |
|
|
241 | (1) |
|
The New-Product Development Process |
|
|
242 | (8) |
|
Stage 1: New-Product Strategy Development |
|
|
242 | (1) |
|
|
|
242 | (3) |
|
Stage 3: Screening and Evaluation |
|
|
245 | (1) |
|
Marketing Matters: Was the Google Glass Half Full or Half Empty? |
|
|
246 | (1) |
|
Stage 4: Business Analysis |
|
|
246 | (1) |
|
|
|
247 | (1) |
|
|
|
247 | (1) |
|
Stage 7: Commercialization |
|
|
248 | (2) |
|
Learning Objectives Review |
|
|
250 | (1) |
|
|
|
251 | (1) |
|
|
|
252 | (1) |
|
Applying Marketing Knowledge |
|
|
252 | (1) |
|
Building Your Marketing Plan |
|
|
253 | (1) |
|
Video Case 9: GoPro: Making All of Us Heroes with Exciting New Products |
|
|
253 | (5) |
|
10 Managing Successful Products, Services, And Brands |
|
|
258 | (30) |
|
Gatorade: Bringing Science to Sweat for More Than 50 Years |
|
|
258 | (2) |
|
Creating the Gatorade Brand |
|
|
258 | (1) |
|
Building the Gatorade Brand |
|
|
258 | (2) |
|
Charting the Product Life Cycle |
|
|
260 | (8) |
|
|
|
260 | (2) |
|
|
|
262 | (1) |
|
|
|
263 | (1) |
|
|
|
263 | (1) |
|
Marketing Matters: Will E-Mail Spell Extinction for Fax Machines? |
|
|
264 | (1) |
|
Three Aspects of the Product Life Cycle |
|
|
264 | (4) |
|
Managing the Product Life Cycle |
|
|
268 | (3) |
|
Role of a Product Manager |
|
|
268 | (1) |
|
|
|
268 | (1) |
|
|
|
268 | (1) |
|
Applying Marketing Metrics: Knowing the CDI and B for Hawaiian Punch |
|
|
269 | (1) |
|
Repositioning the Product |
|
|
270 | (1) |
|
Making Responsible Decisions: Consumer Economics of Downsizing-Get Less, Pay More |
|
|
271 | (1) |
|
Branding and Brand Management |
|
|
271 | (6) |
|
Brand Personality and Brand Equity |
|
|
272 | (2) |
|
Picking a Good Brand Name |
|
|
274 | (1) |
|
|
|
275 | (2) |
|
Packaging and Labeling Products |
|
|
277 | (3) |
|
Creating Customer Value and Competitive Advantage through Packaging and Labeling |
|
|
277 | (1) |
|
Marketing Matters: Creating Customer Value through Packaging - Pez Heads Dispense More Than Candy |
|
|
278 | (1) |
|
Packaging and Labeling Challenges and Responses |
|
|
279 | (1) |
|
Managing the Marketing of Services |
|
|
280 | (2) |
|
|
|
280 | (1) |
|
|
|
280 | (1) |
|
|
|
280 | (1) |
|
|
|
280 | (1) |
|
|
|
281 | (1) |
|
|
|
281 | (1) |
|
|
|
281 | (1) |
|
Learning Objectives Review |
|
|
282 | (1) |
|
|
|
283 | (1) |
|
|
|
283 | (1) |
|
Applying Marketing Knowledge |
|
|
283 | (1) |
|
Building Your Marketing Plan |
|
|
283 | (1) |
|
Video Case 10: P&G's Secret Deodorant: Finding Inspiration in Perspiration |
|
|
284 | (4) |
|
11 Pricing Products And Services |
|
|
288 | (26) |
|
E-books and E-conomics: A Twisted Tale of Pricing for Profit |
|
|
288 | (2) |
|
Setting the Stage with E-Readers: Amazon's Kindle |
|
|
288 | (1) |
|
Printed Book Pricing Practices |
|
|
288 | (1) |
|
|
|
288 | (1) |
|
Pricing E-Books...Profitably |
|
|
289 | (1) |
|
Recognizing the Nature and Importance of Price |
|
|
290 | (3) |
|
|
|
290 | (1) |
|
Price as an Indicator of Value |
|
|
291 | (1) |
|
Marketing Matters: Does Spirit Airlines Engage in Value Pricing? For Some Yes, for Others No |
|
|
292 | (1) |
|
Price in the Marketing Mix |
|
|
292 | (1) |
|
General Pricing Approaches |
|
|
293 | (6) |
|
Demand-Oriented Pricing Approaches |
|
|
293 | (1) |
|
Marketing Matters: Energizer's Lesson in Price Perception-Value Lies in the Eye of the Beholder |
|
|
295 | (1) |
|
Cost-Oriented Pricing Approaches |
|
|
295 | (1) |
|
Profit-Oriented Pricing Approaches |
|
|
296 | (1) |
|
Competition-Oriented Pricing Approaches |
|
|
297 | (1) |
|
Applying Marketing Metrics: Are Red Bull Prices Above, At, or Below the Market? |
|
|
298 | (1) |
|
Estimating Demand and Revenue |
|
|
299 | (3) |
|
|
|
299 | (2) |
|
Price Elasticity of Demand |
|
|
301 | (1) |
|
Fundamentals of Estimating Revenue |
|
|
301 | (1) |
|
Determining Cost, Volume, and Profit Relationships |
|
|
302 | (2) |
|
The Importance of Controlling Costs |
|
|
302 | (1) |
|
|
|
302 | (2) |
|
Pricing Objectives and Constraints |
|
|
304 | (2) |
|
Identifying Pricing Objectives |
|
|
304 | (1) |
|
Identifying Pricing Constraints |
|
|
305 | (1) |
|
|
|
306 | (3) |
|
Step 1: Select an Approximate Price Level |
|
|
307 | (1) |
|
Step 2: Set the List or Quoted Price |
|
|
307 | (1) |
|
Step 3: Make Special Adjustments to the List or Quoted Price |
|
|
307 | (1) |
|
Making Responsible Decisions: The Ethics and Economics of Surge Pricing |
|
|
308 | (1) |
|
Learning Objectives Review |
|
|
309 | (1) |
|
|
|
310 | (1) |
|
|
|
310 | (1) |
|
Applying Marketing Knowledge |
|
|
310 | (1) |
|
Building Your Marketing Plan |
|
|
311 | (1) |
|
Video Case 11: Carmex (B): Setting the Price of the Number One Lip Balm |
|
|
311 | (3) |
|
12 Managing Marketing Channels And Supply Chains |
|
|
314 | (26) |
|
Callaway Golf: Designing and Delivering the Goods for Great Golf |
|
|
314 | (2) |
|
Nature and Importance of Marketing Channels |
|
|
316 | (2) |
|
What Is a Marketing Channel of Distribution? |
|
|
316 | (1) |
|
How Customer Value Is Created by Intermediaries |
|
|
316 | (2) |
|
Marketing Channel Structure and Organization |
|
|
318 | (6) |
|
Marketing Channels for Consumer Products and Services |
|
|
318 | (1) |
|
Marketing Channels for Business Products and Services |
|
|
319 | (1) |
|
Internet Marketing Channels |
|
|
320 | (1) |
|
Direct and Multichannel Marketing |
|
|
320 | (1) |
|
Dual Distribution and Strategic Channel Alliances |
|
|
321 | (1) |
|
Marketing Matters: Nestle and General Mills-Cereal Partners Worldwide |
|
|
322 | (1) |
|
Vertical Marketing Systems |
|
|
322 | (2) |
|
Marketing Channel Choice and Management |
|
|
324 | (4) |
|
Factors Affecting Channel Choice and Management |
|
|
324 | (1) |
|
Applying Marketing Metrics: Channel Sales and Profit at Charlesburg Furniture |
|
|
326 | (1) |
|
Managing Channel Relationships: Conflict and Cooperation |
|
|
327 | (1) |
|
Logistics and Supply Chain Management |
|
|
328 | (4) |
|
Supply Chains versus Marketing Channels |
|
|
328 | (1) |
|
Sourcing, Assembling, and Delivering a New Car: The Automotive Supply Chain |
|
|
329 | (1) |
|
Supply Chain Management and Marketing Strategy |
|
|
330 | (1) |
|
Marketing Matters: IBM's Integrated Supply Chain-Delivering a Total Solution for Its Customers |
|
|
331 | (1) |
|
Two Concepts of Logistics Management in a Supply Chain |
|
|
332 | (1) |
|
Total Logistics Cost Concept |
|
|
332 | (1) |
|
|
|
332 | (1) |
|
Closing the Loop: Reverse Logistics |
|
|
333 | (1) |
|
Making Responsible Decisions: Reverse Logistics and Green Marketing Go Together at Hewlett-Packard: Recycling e-Waste |
|
|
334 | (1) |
|
Learning Objectives Review |
|
|
335 | (1) |
|
|
|
335 | (1) |
|
|
|
336 | (1) |
|
Applying Marketing Knowledge |
|
|
336 | (1) |
|
Building Your Marketing Plan |
|
|
336 | (1) |
|
Video Case 12: Amazon: Delivering the Earth's Biggest Selection! |
|
|
337 | (3) |
|
13 Retailing And Wholesaling |
|
|
340 | (28) |
|
Shoppers Are Wearing the Future of Retailing! |
|
|
340 | (2) |
|
|
|
342 | (1) |
|
Consumer Utilities Offered by Retailing |
|
|
342 | (1) |
|
The Global Economic Impact of Retailing |
|
|
343 | (1) |
|
Classifying Retail Outlets |
|
|
343 | (4) |
|
|
|
344 | (1) |
|
Making Responsible Decisions: How Green Is Your Retailer? The Rankings Are Out! |
|
|
344 | (2) |
|
|
|
346 | (1) |
|
|
|
346 | (1) |
|
|
|
347 | (4) |
|
|
|
347 | (1) |
|
|
|
348 | (1) |
|
|
|
349 | (1) |
|
|
|
349 | (1) |
|
|
|
350 | (1) |
|
|
|
350 | (1) |
|
|
|
351 | (3) |
|
Applying Marketing Metrics: Why Apple Stores May Be the Best in the United States! |
|
|
354 | (1) |
|
The Changing Nature of Retailing |
|
|
355 | (3) |
|
|
|
355 | (2) |
|
|
|
357 | (1) |
|
|
|
358 | (1) |
|
|
|
358 | (2) |
|
|
|
358 | (1) |
|
|
|
359 | (1) |
|
Manufacturer's Branches and Offices |
|
|
359 | (1) |
|
Learning Objectives Review |
|
|
360 | (1) |
|
|
|
360 | (1) |
|
|
|
361 | (1) |
|
Applying Marketing Knowledge |
|
|
361 | (1) |
|
Building Your Marketing Plan |
|
|
362 | (1) |
|
Video Case 13: Mall of America®: America's Biggest Mall Knows the Secret to Successful Retailing! |
|
|
362 | (6) |
|
14 Integrated Marketing Communications And Direct Marketing |
|
|
368 | (26) |
|
|
|
368 | (2) |
|
The Communication Process |
|
|
370 | (2) |
|
|
|
371 | (1) |
|
|
|
371 | (1) |
|
|
|
372 | (1) |
|
|
|
372 | (4) |
|
|
|
372 | (1) |
|
|
|
373 | (1) |
|
|
|
374 | (1) |
|
|
|
375 | (1) |
|
|
|
375 | (1) |
|
Integrated Marketing Communications-Developing the Promotional Mix |
|
|
376 | (3) |
|
|
|
376 | (1) |
|
|
|
376 | (1) |
|
Marketing Matters: Tips for Targeting College Students |
|
|
377 | (1) |
|
|
|
377 | (2) |
|
Developing an Integrated Marketing Communications Program |
|
|
379 | (3) |
|
Identifying the Target Audience |
|
|
379 | (1) |
|
Specifying Promotion Objectives |
|
|
379 | (1) |
|
Setting the Promotion Budget |
|
|
380 | (1) |
|
Selecting the Right Promotional Tools |
|
|
380 | (1) |
|
Applying Marketing Metrics: How Much Should You Spend on IMC? |
|
|
381 | (1) |
|
|
|
381 | (1) |
|
|
|
382 | (1) |
|
Executing and Assessing the Promotion Program |
|
|
382 | (2) |
|
|
|
384 | (3) |
|
The Growth of Direct Marketing |
|
|
384 | (1) |
|
The Value of Direct Marketing |
|
|
384 | (1) |
|
Technological, Global, and Ethical Issues in Direct Marketing |
|
|
385 | (1) |
|
Making Responsible Decisions: What Is the Future of your Privacy? |
|
|
386 | (1) |
|
Learning Objectives Review |
|
|
387 | (1) |
|
|
|
387 | (1) |
|
|
|
388 | (1) |
|
Applying Marketing Knowledge |
|
|
388 | (1) |
|
Building Your Marketing Plan |
|
|
389 | (1) |
|
Video Case 14: Taco Bell: Using IMC to Help Customers Live Mas! |
|
|
389 | (5) |
|
15 Advertising, Sales Promotion, And Public Relations |
|
|
394 | (30) |
|
Virtual Reality Is the New Reality for Advertising! |
|
|
394 | (2) |
|
|
|
396 | (1) |
|
|
|
396 | (1) |
|
Institutional Advertisements |
|
|
397 | (1) |
|
Developing the Advertising Program |
|
|
397 | (10) |
|
Identifying the Target Audience |
|
|
398 | (1) |
|
Specifying Advertising Objectives |
|
|
398 | (1) |
|
Setting the Advertising Budget |
|
|
398 | (1) |
|
Designing the Advertisement |
|
|
399 | (1) |
|
Selecting the Right Media |
|
|
400 | (1) |
|
Different Media Alternatives |
|
|
401 | (1) |
|
Applying Marketing Metrics: What Is the Best Way to Reach 1,000 Customers? |
|
|
402 | (1) |
|
Making Responsible Decisions: Who Is Responsible for Preventing Click Fraud? |
|
|
406 | (1) |
|
Scheduling the Advertising |
|
|
407 | (1) |
|
Executing the Advertising Program |
|
|
407 | (1) |
|
Pretesting the Advertising |
|
|
408 | (1) |
|
Carrying Out the Advertising Program |
|
|
408 | (1) |
|
Assessing the Advertising Program |
|
|
408 | (2) |
|
Posttesting the Advertising |
|
|
409 | (1) |
|
|
|
409 | (1) |
|
|
|
410 | (4) |
|
Consumer-Oriented Sales Promotions |
|
|
410 | (3) |
|
Trade-Oriented Sales Promotions |
|
|
413 | (1) |
|
|
|
414 | (1) |
|
Learning Objectives Review |
|
|
415 | (1) |
|
|
|
415 | (1) |
|
|
|
416 | (1) |
|
Applying Marketing Knowledge |
|
|
416 | (1) |
|
Building Your Marketing Plan |
|
|
417 | (1) |
|
Video Case 15: Google, Inc.: The Right Ads at the Right Time |
|
|
417 | (7) |
|
16 Using Social Media And Mobile Marketing To Connect With Consumers |
|
|
424 | (28) |
|
The Ultimate Marketing Machine ... Is in Your Pocket! |
|
|
424 | (2) |
|
Understanding Social Media |
|
|
426 | (3) |
|
|
|
426 | (2) |
|
Comparing Social and Traditional. Media |
|
|
428 | (1) |
|
A Look at Four Important Social Media |
|
|
429 | (7) |
|
Comparing Four Social Media |
|
|
429 | (1) |
|
|
|
429 | (3) |
|
|
|
432 | (1) |
|
|
|
433 | (1) |
|
|
|
434 | (1) |
|
Marketing Matters: Mobile Marketing Discovers Video Bloggers! |
|
|
435 | (1) |
|
Integrating Social Media into Today's Marketing Strategies |
|
|
436 | (6) |
|
Social Media and the Strategic Marketing Process |
|
|
436 | (1) |
|
|
|
436 | (1) |
|
How Social Media Produce Sales |
|
|
437 | (1) |
|
Measuring the Results of Social Media Programs |
|
|
438 | (2) |
|
Carmex Goes Viral with Luck and a LeBron James Bear Hug |
|
|
440 | (2) |
|
The Future: Social Media + Smartphones + Exotic Apps |
|
|
442 | (3) |
|
The Convergence of Real and Digital Worlds |
|
|
442 | (1) |
|
Mobile Marketing: Tightening Links to Marketing Actions |
|
|
443 | (2) |
|
Learning Objectives Review |
|
|
445 | (1) |
|
|
|
446 | (1) |
|
|
|
447 | (1) |
|
Applying Marketing Knowledge |
|
|
447 | (1) |
|
Building Your Marketing Plan |
|
|
447 | (1) |
|
Video Case 16: StuffDOT Inc.: Rewarding Users for Actively Shopping and Sharing! |
|
|
447 | (5) |
|
17 Personal Selling And Sales Management |
|
|
452 | (28) |
|
Meet Today's Sales Professional |
|
|
452 | (2) |
|
Scope and Significance of Personal Selling and Sales Management |
|
|
454 | (2) |
|
Nature of Personal Selling and Sales Management |
|
|
454 | (1) |
|
Selling Happens Almost Everywhere |
|
|
454 | (1) |
|
Personal Selling in Marketing and Entrepreneurship |
|
|
455 | (1) |
|
Creating Customer Solutions and Value through Salespeople: Relationship Selling |
|
|
455 | (1) |
|
Marketing Matters: Science and Selling: Is Customer Value Creation in Your Genes? |
|
|
456 | (1) |
|
The Many Forms of Personal Selling |
|
|
456 | (3) |
|
|
|
456 | (1) |
|
Order-Getting Salespeople |
|
|
457 | (1) |
|
Customer Sales Support Personnel |
|
|
457 | (1) |
|
Marketing Matters: Creating and Sustaining Customer Value through Cross-Functional Team Selling |
|
|
459 | (1) |
|
The Personal Selling Process: Building Relationships |
|
|
459 | (6) |
|
Prospecting: Identifying and Qualifying Prospective Customers |
|
|
460 | (1) |
|
Preapproach: Preparing for the Sales Call |
|
|
461 | (1) |
|
Approach: Making the First Impression |
|
|
462 | (1) |
|
Presentation: Tailoring a Solution for a Customer's Needs |
|
|
462 | (1) |
|
Marketing Matters: Imagine This...Putting the Customer into Customer Solutions! |
|
|
464 | (1) |
|
Close: Asking for the Customer's Order or Business |
|
|
464 | (1) |
|
Follow-Up: Solidifying the Relationship |
|
|
465 | (1) |
|
The Sales Management Process |
|
|
465 | (8) |
|
Sales Plan Formulation: Setting Direction |
|
|
465 | (1) |
|
Making Responsible Decisions: The Ethics of Asking Customers about Competitors |
|
|
466 | (2) |
|
Sales Plan Implementation: Putting the Plan into Action |
|
|
468 | (1) |
|
Marketing Matters: What Is Your Emotional Intelligence? You Might Be Surprised |
|
|
469 | (1) |
|
Salesforce Evaluation: Measuring Results |
|
|
470 | (1) |
|
Salesforce Automation and Customer Relationship Management |
|
|
471 | (1) |
|
Applying Marketing Metrics: Tracking Salesperson Performance at Moore Chemical & Sanitation Supply, Inc. |
|
|
472 | (1) |
|
Learning Objectives Review |
|
|
473 | (1) |
|
|
|
474 | (1) |
|
|
|
475 | (1) |
|
Applying Marketing Knowledge |
|
|
475 | (1) |
|
Building Your Marketing Plan |
|
|
476 | (1) |
|
Video Case 17: Xerox: Building Customer Relationships through Personal Selling |
|
|
476 | (4) |
| Part 5 Managing the Marketing Process |
|
|
18 Implementing Interactive And Multichannel Marketing |
|
|
480 | (37) |
|
Seven Cycles Delivers Just One Bike. Yours. |
|
|
480 | (2) |
|
Creating Customer Value, Relationships, and Experiences in Marketspace |
|
|
482 | (6) |
|
Marketing in Two Environments |
|
|
482 | (1) |
|
Creating Customer Value in Marketspace |
|
|
482 | (1) |
|
Interactivity, Individuality, and Customer Relationships in Marketspace |
|
|
483 | (2) |
|
Creating an Online Customer Experience |
|
|
485 | (1) |
|
Applying Marketing Metrics: Sizing Up Site Stickiness at Sewell Automotive Companies |
|
|
488 | (1) |
|
Online Consumer Behavior and Marketing Practice |
|
|
488 | (7) |
|
Who Is the Online Consumer? |
|
|
488 | (1) |
|
Marketing Matters: Am I Addicted to the Internet? Answer 20 Questions to Find Out |
|
|
489 | (1) |
|
What Online Consumers Buy |
|
|
489 | (1) |
|
Why Consumers Shop and Buy Online |
|
|
490 | (1) |
|
Making Responsible Decisions: Who Is Responsible for Internet Privacy and Security? |
|
|
494 | (1) |
|
When and Where Online Consumers Shop and Buy |
|
|
494 | (1) |
|
Cross-Channel Consumers and Multichannel Marketing |
|
|
495 | (3) |
|
Who Is the Cross-Channel Consumer? |
|
|
495 | (1) |
|
Implementing Multichannel Marketing |
|
|
496 | (2) |
|
Learning Objectives Review |
|
|
498 | (1) |
|
|
|
498 | (1) |
|
|
|
499 | (1) |
|
Applying Marketing Knowledge |
|
|
499 | (1) |
|
Building Your Marketing Plan |
|
|
499 | (1) |
|
Video Case 18: Pizza Hut and imc2: Becoming a Multichannel Marketer |
|
|
499 | (5) |
|
Appendix B Planning a Career in Marketing |
|
|
504 | (13) |
| Glossary |
|
517 | (8) |
| Name Index |
|
525 | (10) |
| Company/Product Index |
|
535 | (8) |
| Subject Index |
|
543 | |
