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Looseleaf for Essentials of Marketing 16th ed. [Loose-leaf]

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(Colorado State University - Fort Collins), (Michigan State U East Lansing), (Univ of North Carolina Chapel Hill)
  • Formatas: Loose-leaf, 1536 pages, aukštis x plotis x storis: 269x213x25 mm, weight: 1315 g
  • Išleidimo metai: 29-Jan-2018
  • Leidėjas: McGraw-Hill Education
  • ISBN-10: 125992405X
  • ISBN-13: 9781259924057
Kitos knygos pagal šią temą:
Looseleaf for Essentials of Marketing 16th ed.Didesnis paveikslėlis
  • Formatas: Loose-leaf, 1536 pages, aukštis x plotis x storis: 269x213x25 mm, weight: 1315 g
  • Išleidimo metai: 29-Jan-2018
  • Leidėjas: McGraw-Hill Education
  • ISBN-10: 125992405X
  • ISBN-13: 9781259924057
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9781259924057.html
Essentials of Marketing pioneered an innovative structure—using the "Four Ps" framework first introduced by Jerome McCarthy-with a managerial approach. The 16th edition continues to build both the logic of the Four Ps and its strategy planning approach to support new developments in the field. 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 services, international marketing, big data, social media, ethics, and more are integrated throughout the text. Additional resources further enhance learning, including new Marketing Analytics: Data to Knowledge exercises in Connect, updated and brand new cases, and completely updated instructor supplements.
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(3)
The Marketing Concept Applies in Nonprofit Organizations
23(1)
The Marketing Concept, Social Responsibility, and Marketing Ethics
24(4)
Conclusion
28(1)
Key Terms
28(1)
Questions and Problems
28(1)
Suggested Cases
29(1)
Marketing Analytics: Data to Knowledge
29(1)
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(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(2)
Marketing Strategy Planning Process Highlights Opportunities
47(3)
Types of Opportunities to Pursue
50(2)
International Opportunities Should Be Considered
52(1)
Conclusion
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(2)
The Economic Environment
65(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(1)
Planning Grids Help Evaluate a Portfolio of Opportunities
80(1)
Evaluating Opportunities in International Markets
81(1)
Conclusion
82(1)
Key Terms
83(1)
Questions and Problems
83(1)
Marketing Planning for Hillside Veterinary Clinic
84(1)
Suggested Cases
84(1)
Marketing Analytics: Data to Knowledge
84(2)
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 and Targeting
102(2)
Differentiation and Positioning Take the Customer Point of View
104(4)
Conclusion
108(1)
Key Terms
108(1)
Questions and Problems
108(1)
Marketing Planning for Hillside Veterinary Clinic
109(1)
Suggested Cases
109(1)
Marketing Analytics: Data to Knowledge
109(1)
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
113(2)
Psychological Influences within an Individual
115(8)
Social Influences Affect Consumer Behavior
123(3)
Culture, Ethnicity, and Consumer Behavior
126(3)
Individuals Are Affected by the Purchase Situation
129(1)
The Consumer Decision Process
130(5)
Conclusion
135(1)
Key Terms
135(1)
Questions and Problems
135(1)
Marketing Planning for Hillside Veterinary Clinic
136(1)
Suggested Cases
136(1)
Marketing Analytics: Data to Knowledge
137(1)
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(5)
A Model of Business and Organizational Buying
146(1)
Step 1: Defining the Problem
147(1)
Step 2: The Decision-Making Process
148(4)
Step 3: Managing Buyer-Seller Relationships in Business Markets
152(4)
Manufacturers Are Important Customers
156(2)
Producers of Services-Smaller and More Spread Out
158(1)
Retailers and Wholesalers Buy for Their Customers
159(1)
The Government Market
160(2)
Conclusion
162(1)
Key Terms
162(1)
Questions and Problems
162(1)
Marketing Planning for Hillside Veterinary Clinic
163(1)
Suggested Cases
163(1)
Marketing Analytics: Data to Knowledge
163(1)
Chapter Seven Improving Decisions with Marketing Information 164(28)
Effective Marketing Requires Good Information
166(1)
Changes Are Under Way in Marketing Information Systems
167(5)
The Scientific Method and Marketing Research
172(2)
Five-Step Approach to Marketing Research
174(1)
Defining the Problem-Step 1
174(1)
Analyzing the Situation-Step 2
175(3)
Getting Problem-Specific Data-Step 3
178(8)
Interpreting the Data-Step 4
186(2)
Solving the Problem-Step 5
188(1)
International Marketing Research
188(2)
Conclusion
190(1)
Key Terms
190(1)
Questions and Problems
190(1)
Marketing Planning for Hillside Veterinary Clinic
191(1)
Suggested Cases
191(1)
Marketing Analytics: Data to Knowledge
191(1)
Chapter Eight Elements of Product Planning for Goods and Services 192(30)
The Product Area Involves Many Strategy Decisions
194(1)
What Is a Product?
195(2)
Differences between Goods and Services
197(2)
Technology and Intelligent Agents Add Value to Products
199(3)
Branding Is a Strategy Decision
202(1)
Achieving Brand Familiarity Is Not Easy
203(3)
Protecting Brand Names and Trademarks
206(1)
Branding Decisions: What Kind? Who Brands?
207(2)
Packaging Promotes, Protects, and Enhances
209(2)
Warranty Policies Are Part of Strategy Planning
211(1)
Product Classes Help Plan Marketing Strategies
212(1)
Consumer Product Classes
212(3)
Business Products Are Different
215(1)
Business Product Classes-How They Are Defined
216(3)
Conclusion
219(60)
Key Terms
279(1)
Questions and Problems
279
Marketing Planning for Hillside Veterinary Clinic
221(1)
Suggested Cases
221(6)
Marketing Analytics: Data to Knowledge
227
Chapter Nine Product Management and New-Product Development 222(28)
Innovation and Market Changes Create Opportunities
224(1)
Managing Products over Their Life Cycles
225(3)
Product Life Cycles Vary in Length
228(2)
Planning for Different Stages of the Product Life Cycle
230(3)
New-Product Planning
233(2)
An Organized New-Product Development Process Is Critical
235(7)
New-Product Development: A Total Company Effort
242(1)
Need for Product Managers
243(1)
Managing Product Quality
244(3)
Conclusion
247(1)
Key Terms
247(1)
Questions and Problems
248(1)
Marketing Planning for Hillside Veterinary Clinic
248(1)
Suggested Cases
248(1)
Marketing Analytics: Data to Knowledge
249(1)
Chapter Ten Place and Development of Channel Systems 250(28)
Marketing Strategy Planning Decisions for Place
252(1)
Place Decisions Are Guided by "Ideal" Place Objectives
253(2)
Channel System May Be Direct or Indirect
255(4)
Channel Specialists May Reduce Discrepancies and Separations
259(3)
Channel Relationships Must Be Managed
262(3)
Vertical Marketing Systems Focus on Final Customers
265(1)
The Best Channel System Should Achieve Ideal Market Exposure
266(3)
Multichannel Distribution and Reverse Channels
269(4)
Entering International Markets
273(2)
Conclusion
275(1)
Key Terms
275(1)
Questions and Problems
275(1)
Marketing Planning for Hillside Veterinary Clinic
276(1)
Suggested Cases
276(1)
Marketing Analytics: Data to Knowledge
276(2)
Chapter Eleven Distribution Customer Service and Logistics 278(22)
Physical Distribution Gets It to Customers
280(1)
Physical Distribution Customer Service
281(3)
Physical Distribution Concept Focuses on the Whole Distribution System
284(2)
Coordinating Logistics Activities among Firms
286(2)
The Transporting Function Adds Value to a Marketing Strategy
288(2)
Which Transporting Alternative Is Best?
290(2)
The Storing Function and Marketing Strategy
292(3)
Specialized Storing Facilities May Be Required
295(1)
The Distribution Center-A Different Kind of Warehouse
296(1)
Conclusion
297(1)
Key Terms
298(1)
Questions and Problems
298(1)
Marketing Planning for Hillside Veterinary Clinic
299(1)
Suggested Cases
299(1)
Marketing Analytics: Data to Knowledge
299(1)
Chapter Twelve Retailers, Wholesalers, and Their Strategy Planning 300(30)
Retailers and Wholesalers Plan Their Own Strategies
302(2)
The Nature of Retailing
304(1)
Planning a Retailer's Strategy
305(2)
Conventional Retailers-Try to Avoid Price Competition
307(1)
Expand Assortment and Service-To Compete at a High Price
308(1)
Evolution of Mass-Merchandising Retailers
308(3)
Some Retailers Focus on Added Convenience
311(1)
Retailing and the Internet
312(4)
Why Retailers Evolve and Change
316(2)
Differences in Retailing in Different Nations
318(2)
What Is a Wholesaler?
320(1)
Wholesaling Is Changing with the Times
320(1)
Wholesalers Add Value in Different Ways
321(1)
Merchant Wholesalers Are the Most Numerous
322(2)
Agents Are Strong on Selling
324(2)
Conclusion
326(1)
Key Terms
327(1)
Questions and Problems
327(1)
Marketing Planning for Hillside Veterinary Clinic
328(1)
Suggested Cases
328(1)
Marketing Analytics: Data to Knowledge
329(1)
Chapter Thirteen Promotion-Introduction to Integrated Marketing Communications 330(28)
Promotion Communicates to Target Markets
332(1)
Several Promotion Methods Are Available
333(2)
Someone Must Plan, Integrate, and Manage the Promotion Blend
335(2)
Which Methods to Use Depends on Promotion Objectives
337(3)
Promotion Requires Effective Communication
340(3)
When Customers Initiate the Communication Process
343(3)
How Typical Promotion Plans Are Blended and Integrated
346(4)
Adoption Processes Can Guide Promotion Planning
350(2)
Promotion Blends Vary over the Product Life Cycle
352(2)
Setting the Promotion Budget
354(1)
Conclusion
355(1)
Key Terms
356(1)
Questions and Problems
356(1)
Marketing Planning for Hillside Veterinary Clinic
357(1)
Suggested Cases
357(1)
Marketing Analytics: Data to Knowledge
357(1)
Chapter Fourteen Personal Selling and Customer Service 358(28)
The Importance and Role of Personal Selling
360(3)
What Kinds of Personal Selling Are Needed?
363(1)
Order Getters Develop New Business Relationships
363(1)
Order Takers Nurture Relationships to Keep the Business Coming
364(1)
Supporting Sales Force Informs and Promotes in the Channel
365(2)
Customer Service Promotes the Next Purchase
367(2)
The Right Structure Helps Assign Responsibility
369(3)
Information Technology Provides Tools to Do the Job
372(3)
Sound Selection and Training to Build a Sales Force
375(2)
Compensating and Motivating Salespeople
377(2)
Personal Selling Techniques-Prospecting and Presenting
379(4)
Conclusion
383(1)
Key Terms
383(1)
Questions and Problems
384(1)
Marketing Planning for Hillside Veterinary Clinic
384(1)
Suggested Cases
385(1)
Marketing Analytics: Data to Knowledge
385(1)
Chapter Fifteen Advertising and Sales Promotion 386(30)
Advertising, Sales Promotion, and Marketing Strategy Planning
388(2)
Advertising Is Big Business
390(1)
Advertising Objectives Are a Strategy Decision
391(2)
Objectives Determine the Kinds of Advertising Needed
393(2)
Choosing the "Best" Medium-How to Deliver the Message
395(3)
Digital and Mobile Advertising
398(5)
Planning the "Best" Message-What to Communicate
403(2)
Advertising Agencies Often Do the Work
405(1)
Measuring Advertising Effectiveness Is Not Easy
406(2)
Avoid Unfair Advertising
408(1)
Sales Promotion-Do Something Different to Stimulate Change
409(3)
Managing Sales Promotion
412(1)
Conclusion
413(1)
Key Terms
413(1)
Questions and Problems
414(1)
Marketing Planning for Hillside Veterinary Clinic
414(1)
Suggested Cases
415(1)
Marketing Analytics: Data to Knowledge
415(1)
Chapter Sixteen Publicity: Promotion Using Earned Media, Owned Media, and Social Media 416(30)
Publicity, the Promotion Blend, and Marketing Strategy Planning
418(2)
Paid, Earned, and Owned Media
420(3)
Customers Obtain Information from Search, Pass-Along, and Experience
423(2)
Create Owned Media Content Your Customers Can Use
425(5)
Earned Media from Public Relations and the Press
430(1)
Earned Media from Customer Advocacy
431(3)
Social Media Differs from Traditional Media
434(1)
Major Social Media Platforms
435(6)
Software Can Manage, Measure, and Automate Online Media
441(3)
Conclusion
444(1)
Key Terms
444(1)
Questions and Problems
444(1)
Marketing Planning for Hillside Veterinary Clinic
445(1)
Suggested Cases
445(1)
Marketing Analytics: Data to Knowledge
445(1)
Chapter Seventeen Pricing Objectives and Policies 446(28)
Price Has Many Strategy Dimensions
448(3)
Objectives Should Guide Strategy Planning for Price
451(1)
Profit-Oriented Objectives
451(1)
Sales-Oriented Objectives
452(1)
Status Quo Pricing Objectives
453(1)
Most Firms Set Specific Pricing Policies-To Reach Objectives
454(1)
Price Flexibility Policies
454(3)
Price-Level Policies-Over the Product Life Cycle
457(2)
Discount Policies-Reductions from List Prices
459(3)
Allowance Policies-Off List Prices
462(1)
Some Customers Get Something Extra
462(2)
List Price May Depend on Geographic Pricing Policies
464(1)
Pricing Policies Combine to Impact Customer Value
465(4)
Legality of Pricing Policies
469(3)
Conclusion
472(1)
Key Terms
472(1)
Questions and Problems
472(1)
Marketing Planning for Hillside Veterinary Clinic
473(1)
Suggested Cases
473(1)
Marketing Analytics: Data to Knowledge
473(1)
Chapter Eighteen Price Setting in the Business World 474(24)
Price Setting Is a Key Strategy Decision
476(1)
Some Firms Just Use Markups
477(3)
Average-Cost Pricing Is Common and Can Be Dangerous
480(1)
Marketing Managers Must Consider Various Kinds of Costs
481(3)
Break-Even Analysis Can Evaluate Possible Prices
484(2)
Marginal Analysis Considers Both Costs and Demand
486(2)
Additional Demand-Oriented Approaches for Setting Prices
488(7)
Pricing a Full Line
495(1)
Conclusion
496(1)
Key Terms
496(1)
Questions and Problems
497(1)
Marketing Planning for Hillside Veterinary Clinic
497(1)
Suggested Cases
497(1)
Marketing Analytics: Data to Knowledge
497(1)
Chapter Nineteen Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges 498(24)
How Should Marketing Be Evaluated?
500(1)
Can Consumer Satisfaction Be Measured?
501(2)
Micro-Marketing Often Does Cost Too Much
503(2)
Macro-Marketing Does Not Cost Too Much
505(2)
Marketing Strategy Planning Process Requires Logic and Creativity
507(2)
The Marketing Plan Brings All the Details Together
509(3)
Challenges Facing Marketers
512(7)
How Far Should the Marketing Concept Go?
519(1)
Conclusion
520(1)
Questions and Problems
520(1)
Marketing Planning for Hillside Veterinary Clinic
521(6)
Suggested Cases
527
Appendix A: Economics Fundamentals 522(12)
Appendix B: Marketing Arithmetic 534(15)
Appendix C: Career Planning in Marketing 549(13)
Appendix D: Hillside Veterinary Clinic Marketing Plan 562(29)
Bonus
Chapter 1 Implementing and Controlling Marketing Plans: Metrics and Analysis (full chapter content accessible online through Connect/SmartBook)		 591(1)
Bonus
Chapter 2 Managing Marketing's Link with Other Functional Areas (full chapter content accessible online through Connect/SmartBook)		 592(54)
Video Cases
1 Chick-fil-A: "Eat Mor Chikin" (Except on Sunday)
594(1)
2 Bass Pro Shops (Outdoor World)
595(1)
3 Toyota Prius: The Power of Excellence in Product Innovation and Marketing
596(2)
4 Potbelly Sandwich Works Grows through "Quirky" Marketing
598(1)
5 Suburban Regional Shopping Malls: Can the Magic Be Restored?
599(2)
6 Strategic Marketing Planning in Big Brothers Big Sisters of America
601(3)
7 Invacare Says "Yes, You Can!" to Customers Worldwide
604(2)
8 Segway Finds Niche Markets for Its Human Transporter Technology
606(4)
Cases
1 McDonald's "Seniors" Restaurant
610(1)
2 Nature's Own Foods, Inc.
610(1)
3 NOCO United Soccer Academy
611(1)
4 Petoskey Tech Support
612(1)
5 Resin Dynamics
613(1)
6 Dynamic Steel
614(1)
7 Lake Pukati Lodge
615(1)
8 Carmine's Italian Restaurant
616(1)
9 Quiet Night Motel
617(1)
10 Cousin's Ice Center
618(1)
11 Running On
619(1)
12 DrV.com-Custom Vitamins
620(1)
13 Paper Products, Inc. (PPI)
621(1)
14 Schrock & Oh Design
622(1)
15 The Scioto Group
623(1)
16 Hanratty Company
624(1)
17 Wise Water, Inc.
625(2)
18 West Tarrytown Volunteer Fire Department (WTVFD)
627(1)
19 MyOwnWedding.com
628(2)
20 Lake Russell Marine & Camp
630(1)
21 GeoTron International (GTI)
631(1)
22 Bright Light Innovations: The Starlight Stove
632(1)
23 Wire Solutions
633(1)
24 Fresh Harvest
633(1)
25 QXR Tools (QXR)
634(1)
26 AAA Custom Castings, Inc.
635(1)
27 Canadian Mills, Ltd.
636(1)
28 Kingston Home Health Services (KHHS)
637(2)
29 Kennedy & Gaffney (K&G)
639(1)
30 Paglozzi's Pizza Pies
640(2)
31 Silverglade Homes
642(2)
32 Mallory's Lemonade Stand (A)
644(1)
33 Mallory's Lemonade Stand (B)
644(2)
Glossary 646(11)
Notes 657(50)
Author Index 707(6)
Company Index 713(64)
Subject Index 777