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Looseleaf for Marketing: The Core 8th ed. [Loose-leaf]

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(Univ of Denver), (Southern Methodist Univ)
  • Formatas: Loose-leaf, 624 pages, aukštis x plotis x storis: 277x213x20 mm, weight: 1070 g, Illustrations
  • Išleidimo metai: 29-Jan-2019
  • Leidėjas: McGraw-Hill Education
  • ISBN-10: 1260088863
  • ISBN-13: 9781260088861
Kitos knygos pagal šią temą:
Looseleaf for Marketing: The Core 8th ed.
  • Formatas: Loose-leaf, 624 pages, aukštis x plotis x storis: 277x213x20 mm, weight: 1070 g, Illustrations
  • Išleidimo metai: 29-Jan-2019
  • Leidėjas: McGraw-Hill Education
  • ISBN-10: 1260088863
  • ISBN-13: 9781260088861
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9781260088861.html
Raktažodžiai:
Marketing: The Core is a more brief, 18-chapter version of the Kerin/Hartley Marketing 14e product, the most rigorous and robust program on the market. The Core 8e also continues to demonstrate the authors’ commitment to engagement, leadership, and innovation: Engagement in class-tested, active learning activities to help instructors illustrate textbook concepts as well as examples throughout featuring real people, cases and companies throughout. Media-enhanced PPT slides,  alternate cases, and a 5,000+ item test bank are included in the comprehensive instructor resource suite. Leadership in leading, current content and conversational writing style, with new emphasis on marketing metrics and data-driven decision-making, with hyperlinked assignments throughout to easily correlate activities. Innovation in outcomes-oriented Connect®, a highly reliable, easy-to-use homework and learning management solution that embeds learning science and award-winning adaptive tools to improve student results.
Part 1 Initiating the Marketing Process
1 Creating Customer Relationships And Value Through Marketing
2(24)
Creating Customer Value: The Chobani Way!
2(2)
Creating an Exceptional Product
2(1)
Connecting with Customers
2(1)
Chobani Today
3(1)
Chobani, Marketing, and You
4(1)
What Is Marketing?
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(4)
Discovering Consumer Needs
7(1)
The Challenge: Meeting Consumer Needs with New Products
8(2)
Satisfying Consumer Needs
10(1)
The Marketing Program: How Customer Relationships Are Built
11(4)
Relationship Marketing: Easy to Understand, Hard to Do
11(1)
The Marketing Program and Market Segments
12(1)
3M's Strategy and Marketing Program to Help Students Study
13(2)
How Marketing Became So Important
15(3)
Evolution of the Market Orientation
15(1)
Focusing on Customer Relationship Management
15(1)
Ethics and Social Responsibility in Marketing: Balancing the Interests of Different Groups
16(1)
The Breadth and Depth of Marketing
17(1)
Learning Objectives Review
18(1)
Learning Review Answers
19(1)
Focusing on Key Terms
19(1)
Applying Marketing Knowledge
20(1)
Building Your Marketing Plan
20(4)
Video Case 1: Chobani': Making Greek Yogurt a Household Name
20(4)
Chapter Notes
24(2)
2 Developing Successful Organizational And Marketing Strategies
26(46)
Ben and Jerry Are on a Mission: To Make Fantastic, Sustainable, World-Changing Ice Cream
26(2)
Today's Organizations
28(3)
Kinds of Organizations
28(2)
Making Responsible Decisions: New Types of Organizations Help Entrepreneurs Focus on Passion and Purpose
29(1)
What Is Strategy?
30(1)
The Structure of Today's Organizations
30(1)
Strategy in Visionary Organizations
31(5)
Organizational Foundation: Why Does It Exist?
31(1)
Organizational Direction: What Will It Do?
32(2)
Organizational Strategies: How Will It Do It?
34(1)
Tracking Strategic Performance with Marketing Analytics
34(2)
Setting Strategic Directions
36(5)
A Look Around: Where Are We Now?
36(1)
Applying Marketing Metrics: How Well Is Ben & Jerry's Doing?
36(1)
Growth Strategies: Where Do We Want to Go?
37(4)
The Strategic Marketing Process
41(7)
Principles Underlying the Strategic Marketing Process
41(1)
The Planning Phase of the Strategic Marketing Process
42(2)
The Implementation Phase of the Strategic Marketing Process
44(2)
The Evaluation Phase of the Strategic Marketing Process
46(2)
Learning Objectives Review
48(1)
Learning Review Answers
49(1)
Focusing on Key Terms
50(1)
Applying Marketing Knowledge
50(1)
Building Your Marketing Plan
50(3)
Video Case 2: IBM: Putting Smart Strategy to Work
50(3)
Chapter Notes
53(3)
Appendix A Building an Effective Marketing Plan
56(16)
3 Understanding The Marketing Environment, Ethical Behavior, And Social Responsibility
72(26)
Fortune's Businessperson of the Year: "I'm in This to Build Something Cool!"
72(2)
Facebook in the Future
73(1)
Environmental Scanning
74(1)
An Environmental Scan of Today's Marketplace
74(1)
Social Forces
74(3)
Demographics
74(2)
Culture
76(1)
Making Responsible Decisions: Balancing Profits and Purpose-Millennial Style
76(1)
Economic Forces
77(2)
Macroeconomic Conditions
77(1)
Consumer Income
78(1)
Technological Forces
79(2)
Technology of Tomorrow
79(1)
Technology's Impact on Customer Value
80(1)
Technology Enables Data Analytics
80(1)
Competitive Forces
81(1)
Alternative Forms of Competition
81(1)
Small Businesses as Competitors
81(1)
Regulatory Forces
82(2)
Protecting Competition
82(1)
Protecting Producers and Consumers
82(1)
Control through Self-Regulation
83(1)
Understanding Ethical Marketing Behavior
84(3)
Societal Culture and Norms
84(1)
Business Culture and Industry Practices
85(1)
Corporate Culture and Expectations
85(1)
Your Personal Moral Philosophy and Ethical Behavior
86(1)
Making Responsible Decisions: Corporate Conscience in the Cola War
86(1)
Understanding Social Responsibility for Sustainable Marketing
87(3)
Three Concepts of Social Responsibility
87(2)
Sustainable Development: Doing Well by Doing Good
89(3)
Marketing Matters: Will Consumers Switch Brands for a Cause? Yes, If
89(1)
Learning Objectives Review
90(1)
Learning Review Answers
90(1)
Focusing on Key Terms
91(1)
Applying Marketing Knowledge
91(1)
Building Your Marketing Plan
92(3)
Video Case 3: Toyota: Where the Future Is Available Today
92(3)
Chapter Notes
95(3)
Part 2 Understanding Buyers and Markets
4 Understanding Consumer Behavior
98(30)
Enlightened Carmakers Know What Custom(h)ers and Influenc(h)ers Value
98(2)
Consumer Purchase Decision Process and Experience
100(7)
Problem Recognition: Perceiving a Need
100(1)
Information Search: Seeking Value
100(1)
Alternative Evaluation: Assessing Value
101(1)
Purchase Decision: Buying Value
102(1)
Postpurchase Behavior: Realizing Value
102(1)
Consumer Involvement Affects Problem Solving
103(2)
Marketing Matters: How Much Is a Satisfied Customer Worth?
103(2)
Situational Influences That Affect Purchase Decisions
105(1)
Putting the Purchase Decision Process into Practice: Consumer Touchpoints and Consumer Journey Maps
105(2)
Psychological Influences on Consumer Behavior
107(6)
Consumer Motivation and Personality
107(2)
Consumer Perception
109(1)
Consumer Learning
110(1)
Making Responsible Decisions: The Ethics of Subliminal Messages
110(1)
Consumer Values, Beliefs, and Attitudes
111(1)
Consumer Lifestyle
112(1)
Sociocultural Influences on Consumer Behavior
113(8)
Personal Influence
113(3)
Marketing Matters: BzzAgent-The Buzz Experience
115(1)
Reference Group Influence
116(1)
Family Influence
116(2)
Culture and Subculture Influences
118(3)
Learning Objectives Review
121(1)
Learning Review Answers
121(1)
Focusing on Key Terms
122(1)
Applying Marketing Knowledge
122(1)
Building Your Marketing Plan
122(3)
Video Case 4: Coppertone: Creating the Leading Sun Care Brand by Understanding Consumers
123(2)
Chapter Notes
125(3)
5 Understanding Organizations As Customers
128(20)
Organizational Buying Is Marketing, Too! Purchasing Publication Paper for JCPenney
128(2)
Business-to-Business Marketing and Organizational Buyers
130(2)
Organizational Buyers
130(1)
Organizational Markets
130(1)
Measuring Organizational Markets
131(1)
Characteristics of Organizational Buying
132(4)
Demand Characteristics
132(1)
Size of the Order or Purchase
132(1)
Number of Potential Buyers
133(1)
Organizational Buying Objectives
133(1)
Organizational Buying Criteria
133(1)
Buyer-Seller Relationships and Supply Partnerships
134(2)
Marketing Matters: At Milsco Manufacturing, "Our Marketing Philosophy Is Designed to Develop Partnerships" and Deliver a Great Ride for Customers' Seats
135(1)
The Organizational Buying Function and Process and the Buying Center
136(4)
The Buying Function in Organizations
136(1)
Making Responsible Decisions: Sustainable Procurement for Sustainable Growth at Starbucks
136(1)
Stages in the Organizational Buying Process
137(1)
The Buying Center: A Cross-Functional Group
137(3)
Online Buying in Business-to-Business Marketing
140(2)
Prominence of Online Buying in Organizational Markets
140(1)
E-Marketplaces: Virtual Organizational Markets
140(1)
Online Auctions in Organizational Markets
141(3)
Marketing Matters: eBay Means Business for Business-to-Business Marketing Entrepreneurs, Too!
141(1)
Learning Objectives Review
142(1)
Learning Review Answers
143(1)
Focusing on Key Terms
143(1)
Applying Marketing Knowledge
143(1)
Building Your Marketing Plan
144(3)
Video Case 5: Trek: Building Better Bikes through Organizational Buying
144(3)
Chapter Notes
147(1)
6 Understanding And Reaching Global Consumers And Markets
148(30)
Transforming the Way India Sells and Transforming the Way India Buys: Amazon India Builds a Multibillion-Dollar Operation from the Ground up to the Cloud
148(2)
Amazon's Awesome Opportunity in India
148(1)
Amazon's Awesome Challenges in India
148(1)
Failure Is Not an Option
149(1)
Dynamics of World Trade
150(2)
Global Perspective on World Trade
150(1)
United States' Perspective on World Trade
151(1)
Marketing in a Dynamic Global Economy
152(2)
Economic Protectionism by Individual Countries
152(2)
Making Responsible Decisions: Global Ethics and Global Economics-The Case of Protectionism
153(1)
Economic Integration among Countries
154(6)
Global Competition among Global Companies for Global Consumers
155(3)
The Presence of a Networked Global Marketspace
158(1)
Marketing Matters: The Global Teenager-A Market of Voracious Consumers
158(1)
Prevalence of Economic Espionage
159(1)
A Global Environmental Scan
160(6)
Cultural Diversity
160(3)
Economic Considerations
163(2)
Political-Regulatory Climate
165(1)
Comparing Global Market-Entry Strategies
166(3)
Exporting
166(1)
Licensing
167(1)
Marketing Matters: Creative Cosmetics and Creative Export Marketing in Japan
167(1)
Joint Venture
168(1)
Direct Investment
168(1)
Crafting a Worldwide Marketing Program
169(3)
Product and Promotion Strategies
169(2)
Distribution Strategy
171(1)
Pricing Strategy
171(1)
Learning Objectives Review
172(1)
Learning Review Answers
173(1)
Focusing on Key Terms
173(1)
Applying Marketing Knowledge
173(1)
Building Your Marketing Plan
173(3)
Video Case 6: Mary Kay, Inc.: Building a Brand in India
174(2)
Chapter Notes
176 (2)
Part 3 Targeting Marketing Opportunities
7 Marketing Research: From Customer Insights To Actions
178(32)
Hollywood Loves Marketing Research!
178(2)
A Film Industry Secret
178(2)
The Role of Marketing Research
180(1)
What Is Marketing Research?
180(1)
The Challenges in Doing Good Marketing Research
181(1)
Five-Step Marketing Research Approach
181(1)
Step 1: Define the Problem
181(1)
Set the Research Objectives
182(1)
Identify Possible Marketing Actions
182(1)
Step 2: Develop the Research Plan
182(2)
Specify Constraints
182(1)
Identify Data Needed for Marketing Actions
183(1)
Determine How to Collect Data
183(1)
Step 3: Collect Relevant Information
184(11)
Secondary Data: Internal
184(1)
Secondary Data: External
185(1)
Advantages and Disadvantages of Secondary Data
185(1)
Primary Data: Watching People
186(2)
Marketing Matters: Online Databases and Internet Resources Useful to Marketers
186(2)
Primary Data: Asking People
188(4)
Primary Data: Other Sources
192(3)
Applying Marketing Metrics: Are the Carmex Social Media Programs Working Well?
194(1)
Advantages and Disadvantages of Primary Data
195(1)
Step 4: Develop Findings
195(4)
Making Responsible Decisions: No More Personal Secrets: The Downside of Data Mining and Predictive Modeling
197(1)
Present the Findings
198(1)
Step 5: Take Marketing Actions
199(1)
Make Action Recommendations
199(1)
Implement the Action Recommendations
200(1)
Evaluate the Results
200(1)
Sales Forecasting Techniques
200(2)
Judgments of the Decision Maker
201(1)
Surveys of Knowledgeable Groups
201(1)
Statistical Methods
201(1)
Learning Objectives Review
202(1)
Learning Review Answers
203(1)
Focusing on Key Terms
204(1)
Applying Marketing Knowledge
204(1)
Building Your Marketing Plan
204(4)
Video Case 7: Carmex (A): Leveraging Facebook for Marketing Research
205(3)
Chapter Notes
208(2)
8 Market Segmentation, Targeting, And Positioning
210(26)
Segmentation Rules in the Kingdom of Happiness!
210(2)
Zappos's Secret to Success
210(1)
Delivering WOW Customer Service
210(2)
Why Segment Markets?
212(4)
What Market Segmentation Means
212(1)
When and How to Segment Markets
213(3)
Steps in Segmenting and Targeting Markets
216(12)
Step 1: Group Potential Buyers into Segments
216(4)
Step 2: Group Products to Be Sold into Categories
220(2)
Step 3: Develop a Market-Product Grid and Estimate the Size of Markets
222(1)
Step 4: Select Target Markets
223(1)
Step 5: Take Marketing Actions to Reach Target Markets
224(2)
Market-Product Synergies: A Balancing Act
226(2)
Marketing Matters: Apple's Segmentation Strategy-Camp Runamok No Longer
227(1)
Positioning the Product
228(2)
Two Approaches to Product Positioning
228(1)
Writing a Positioning Statement
228(1)
Product Positioning Using Perceptual Maps
228(1)
A Perceptual Map to Reposition Chocolate Milk for Adults
229(1)
Learning Objectives Review
230(1)
Learning Review Answers
230(1)
Focusing on Key Terms
231(1)
Applying Marketing Knowledge
231(1)
Building Your Marketing Plan
231(3)
Video Case 8: Prince Sports, Inc.: Tennis Racquets for Every Segment
232(2)
Chapter Notes
234(2)
Part 4 Satisfying Marketing Opportunities
9 Developing New Products And Services
236(30)
Apple: The World-Class New-Product Machine
236(2)
Apple's New-Product Development Successes
236(1)
Apple's New-Product Development Stumbles
237(1)
The Next
Chapter in Apple's Story: An Apple-Enabled iCar?
238(1)
What Are Products and Services?
238(6)
A Look at Goods, Services, and Ideas
238(1)
Classifying Products
239(1)
Classifying Services
239(2)
The Uniqueness of Services
241(1)
Assessing and Improving Service Quality
242(1)
Product Classes, Forms, Items, Lines, and Mixes
242(2)
New Products and Why They Succeed or Fail
244(6)
What Is a New Product?
244(2)
Marketing Matters: Too Much of a Good Thing: Feature Bloat and Feature Fatigue in New-Product Development
245(1)
Why Products and Services Succeed or Fail
246(3)
How Applying Marketing Metrics Can Monitor New-Product Performance
249(1)
Applying Marketing Metrics: Which States Are Underperforming?
249(1)
The New-Product Development Process
250(8)
Stage 1: New-Product Strategy Development
250(1)
Stage 2: Idea Generation
251(2)
Stage 3: Screening and Evaluation
253(2)
Marketing Matters: Was the Google Glass Half Full or Half Empty?
254(1)
Stage 4: Business Analysis
255(1)
Stage 5: Development
255(1)
Stage 6: Market Testing
256(1)
Stage 7: Commercialization
257(1)
Learning Objectives Review
258(1)
Learning Review Answers
259(1)
Focusing on Key Terms
260(1)
Applying Marketing Knowledge
260(1)
Building Your Marketing Plan
260(4)
Video Case 9: GoPro: Making All of Us Heroes with Exciting New Products
261(3)
Chapter Notes
264(2)
10 Managing Successful Products, Services, And Brands
266(32)
Gatorade: Bringing Science to Sweat for More Than 50 Years
266(2)
Creating the Gatorade Brand
266(1)
Building the Gatorade Brand
267(1)
Charting the Product Life Cycle
268(8)
Introduction Stage
268(2)
Growth Stage
270(1)
Maturity Stage
271(1)
Decline Stage
271(1)
Three Aspects of the Product Life Cycle
272(4)
Marketing Matters: Will E-mail Spell Extinction for Fax Machines?
272(4)
Managing the Product Life Cycle
276(4)
Role of a Product Manager
276(1)
Modifying the Product
276(1)
Modifying the Market
277(1)
Applying Marketing Metrics: Knowing Your CDI and BDI
277(1)
Repositioning the Product
278(2)
Making Responsible Decisions: Consumer Economics of Downsizing-Get Less, Pay More
279(1)
Branding and Brand Management
280(6)
Brand Personality and Brand Equity
280(2)
Picking a Good Brand Name
282(1)
Branding Strategies
283(3)
Packaging and Labeling Products
286(3)
Creating Customer Value and Competitive Advantage through Packaging and Labeling
286(2)
Marketing Matters: Creating Customer Value through Packaging-Pez Heads Dispense More Than Candy
287(1)
Packaging and Labeling Challenges and Responses
288(1)
The Marketing of Services
289(2)
Product (Service)
289(1)
Price
289(1)
Place (Distribution)
290(1)
Promotion
290(1)
People
290(1)
Physical Environment
290(1)
Process
291(1)
Learning Objectives Review
291(1)
Learning Review Answers
292(1)
Focusing on Key Terms
293(1)
Applying Marketing Knowledge
293(1)
Building Your Marketing Plan
293(3)
Video Case 10: Justin's: Managing a Successful Product with Passion
293(3)
Chapter Notes
296(2)
11 Pricing Products And Services
298(26)
Vizio, Inc.-Building a Smart TV Brand at a Great Value
298(2)
Nature and Importance of Price
300(3)
What Is a Price?
300(1)
Price as an Indicator of Value
301(1)
Price in the Marketing Mix
302(1)
Marketing Matters: Does Spirit Airlines Engage in Value Pricing? For Some Yes, for Others No
302(1)
Common Pricing Approaches
303(6)
Demand-Oriented Pricing Approaches
303(1)
Cost-Oriented Pricing Approaches
304(2)
Marketing Matters: Energizer's Lesson in Price Perception-Value Lies in the Eye of the Beholder
305(1)
Profit-Oriented Pricing Approaches
306(1)
Competition-Oriented Pricing Approaches
307(2)
Applying Marketing Metrics: Are Red Bull Prices Above, At, or Below the Market?
308(1)
Estimating Demand and Revenue
309(3)
Estimating Demand
309(2)
Price Elasticity of Demand
311(1)
Fundamentals of Estimating Revenue
311(1)
Determining Cost, Volume, and Profit Relationships
312(2)
The Importance of Controlling Costs
312(1)
Break-Even Analysis
312(2)
Pricing Objectives and Constraints
314(2)
Identifying Pricing Objectives
314(1)
Identifying Pricing Constraints
315(1)
Setting a Final Price
316(3)
Step 1: Select an Approximate Price Level
316(1)
Step 2: Set the List or Quoted Price
317(1)
Step 3: Make Special Adjustments to the List or Quoted Price
317(4)
Making Responsible Decisions: The Ethics and Economics of Surge Pricing
318(1)
Learning Objectives Review
319(1)
Learning Review Answers
320(1)
Focusing on Key Terms
320(1)
Applying Marketing Knowledge
320(1)
Building Your Marketing Plan
321(2)
Video Case 11: Carmex (B): Setting the Price of the Number One Lip Balm
321(2)
Chapter Notes
323(1)
12 Managing Marketing Channels And Supply Chains
324(26)
Eddie Bauer: The "Brick, Click, and Flip" Pick for the Active Outdoor Enthusiast
324(2)
Eddie Bauer's Multichannel Marketing Strategy
324(1)
Supply Chain Dynamics at Eddie Bauer
325(1)
Nature and Importance of Marketing Channels
326(2)
What Is a Marketing Channel of Distribution?
326(1)
How Customer Value Is Created by Intermediaries
326(2)
Marketing Channel Structure and Organization
328(6)
Marketing Channels for Consumer Products and Services
328(1)
Marketing Channels for Business Products and Services
329(1)
Internet Marketing Channels
330(1)
Direct and Multichannel Marketing
330(1)
Dual Distribution and Strategic Channel Alliances
331(1)
Vertical Marketing Systems
332(2)
Marketing Matters: Nestle and General Mills-Cereal Partners Worldwide
332(2)
Marketing Channel Choice and Management
334(4)
Factors Affecting Channel Choice and Management
334(3)
Applying Marketing Metrics: Channel Sales and Profit at Charlesburg Furniture
336(1)
Managing Channel Relationships: Conflict and Cooperation
337(1)
Logistics and Supply Chain Management
338(4)
Supply Chains versus Marketing Channels
339(1)
Sourcing, Assembling, and Delivering a New Car: The Automotive Supply Chain
339(1)
Supply Chain Management and Marketing Strategy
340(2)
Marketing Matters: IBM's Watson Supply Chain-Delivering a Total Solution for Its Customers
341(1)
Two Concepts of Logistics Management in a Supply Chain
342(1)
Total Logistics Cost Concept
342(1)
Customer Service Concept
342(1)
Closing the Loop: Reverse Logistics
343(2)
Making Responsible Decisions: Reverse Logistics and Green Marketing Go Together at Hewlett-Packard: Recycling e-Waste
344(1)
Learning Objectives Review
345(1)
Learning Review Answers
345(1)
Focusing on Key Terms
346(1)
Applying Marketing Knowledge
346(1)
Building Your Marketing Plan
346(3)
Video Case 12: Amazon: Delivering the Earth's Biggest Selection!
347(2)
Chapter Notes
349(1)
13 Retailing And Wholesaling
350(28)
Smart Stores Are Changing the Customer Journey!
350(2)
The Value of Retailing
352(1)
Consumer Utilities Offered by Retailing
352(1)
The Global Economic Impact of Retailing
353(1)
Classifying Retail Outlets
353(4)
Form of Ownership
354(2)
Making Responsible Decisions: How Green Is Your Retailer? The Rankings Are Out!
354(2)
Level of Service
356(1)
Type of Merchandise Line
356(1)
Nonstore Retailing
357(4)
Automatic Vending
358(1)
Direct Mail and Catalogs
358(1)
Television Home Shopping
359(1)
Online Retailing
359(1)
Telemarketing
360(1)
Direct Selling
361(1)
Retailing Strategy
361(5)
Applying Marketing Metrics: Why Apple Stores May Be the Best in the United States!
365(1)
The Changing Nature of Retailing
366(2)
The Wheel of Retailing
366(1)
The Retail Life Cycle
367(1)
Data Analytics
368(1)
Wholesaling
368(2)
Merchant Wholesalers
369(1)
Agents and Brokers
369(1)
Manufacturers' Branches and Offices
370(1)
Learning Objectives Review
370(1)
Learning Review Answers
371(1)
Focusing on Key Terms
371(1)
Applying Marketing Knowledge
372(1)
Building Your Marketing Plan
372(3)
Video Case 13: Mall of America: America's Biggest Mall Knows the Secret to Successful Retailing!
372(3)
Chapter Notes
375(3)
14 Implementing Interactive And Multichannel Marketing
378(24)
Seven Cycles Delivers Just One Bike. Yours.
378(2)
Creating Customer Value, Relationships, and Experiences in Marketspace
380(6)
Marketing Challenges in Two Environments
380(1)
Creating Customer Value in Marketspace
380(2)
Interactivity, Individuality, and Customer Relationships in Marketspace
382(1)
Creating a Compelling Online Customer Experience
383(3)
Online Consumer Behavior and Marketing Opportunities and Practices
386(7)
Who Is the Online Consumer?
386(1)
Applying Marketing Metrics: Sizing Up Site Stickiness at Sewell Automotive Companies
386(1)
What Consumers Buy Online
387(1)
Why Consumers Shop and Buy Online
387(4)
When and Where Consumers Shop and Buy Online
391(1)
How Consumers Shop and Buy Online
392(1)
Making Responsible Decisions: Who Is Responsible for Internet Privacy and Security?
392(1)
Cross-Channel Consumers and Multichannel Marketing
393(2)
Who Is the Cross-Channel Consumer?
393(1)
Implementing Multichannel Marketing
393(2)
Learning Objectives Review
395(1)
Learning Review Answers
396(1)
Focusing on Key Terms
396(1)
Applying Marketing Knowledge
397(1)
Building Your Marketing Plan
397(4)
Video Case 14: Pizza Hut and imc2: Becoming a Multichannel Marketer
397(4)
Chapter Notes
401(1)
15 Integrated Marketing Communications And Direct Marketing
402(26)
Sometimes Taco Bell Leads to Wedding Bells!
402(2)
The Communication Process
404(2)
Encoding and Decoding Messages
405(1)
Feedback
405(1)
Noise
406(1)
The Promotional Elements
406(4)
Advertising
406(1)
Personal Selling
407(1)
Public Relations
408(1)
Sales Promotion
409(1)
Direct Marketing
409(1)
Integrated Marketing Communications-Developing the Promotional Mix
410(3)
The Target Audience
410(1)
The Product Life Cycle
410(2)
Marketing Matters: Hey Marketers, College Students Are Digital and Mobile!
411(1)
Channel Strategies
412(1)
Developing an Integrated Marketing Communications Program
413(4)
Identifying the Target Audience
413(1)
Specifying Promotion Objectives
414(1)
Setting the Promotion Budget
414(1)
Selecting the Right Promotional Tools
415(1)
Applying Marketing Metrics: How Much Should You Spend on IMC?
415(1)
Designing the Promotion
416(1)
Scheduling the Promotion
416(1)
Executing and Assessing the Promotion Program
417(1)
Direct Marketing
418(3)
The Growth of Direct Marketing
418(1)
The Value of Direct Marketing
419(1)
Technological, Global, and Ethical Issues in Direct Marketing
419(4)
Making Responsible Decisions: What Is the Future of Your Privacy?
420(1)
Learning Objectives Review
421(1)
Learning Review Answers
421(1)
Focusing on Key Terms
422(1)
Applying Marketing Knowledge
422(1)
Building Your Marketing Plan
423(2)
Video Case 15: Taco Bell: Using IMC to Help Customers Live Mas!
423(2)
Chapter Notes
425(3)
16 Advertising, Sales Promotion, And Public Relations
428(32)
Fantasy Is Becoming Reality for Advertisers!
428(2)
Types of Advertisements
430(2)
Product Advertisements
430(1)
Institutional Advertisements
431(1)
Developing the Advertising Program
432(10)
Identifying the Target Audience
432(1)
Specifying Advertising Objectives
432(1)
Setting the Advertising Budget
432(1)
Designing the Advertisement
433(2)
Selecting the Right Media
435(2)
Applying Marketing Metrics: What Is the Best Way to Reach 1,000 Customers?
436(1)
Different Media Alternatives
437(4)
Scheduling the Advertising
441(1)
Making Responsible Decisions: Who Is Responsible for Preventing Click Fraud?
441(1)
Executing the Advertising Program
442(1)
Pretesting the Advertising
442(1)
Carrying Out the Advertising Program
443(1)
Assessing the Advertising Program
443(1)
Posttesting the Advertising
443(1)
Making Needed Changes
444(1)
Sales Promotion
444(5)
Consumer-Oriented Sales Promotions
444(4)
Trade-Oriented Sales Promotions
448(1)
Public Relations
449(1)
Learning Objectives Review
450(1)
Learning Review Answers
451(1)
Focusing on Key Terms
452(1)
Applying Marketing Knowledge
452(1)
Building Your Marketing Plan
452(3)
Video Case 16: Google, Inc.: The Right Ads at the Right Time
453(2)
Chapter Notes
455(5)
17 Using Social Media And Mobile Marketing To Connect With Consumers
460(28)
Mobile Moments Will Soon Include a Nice Ride!
460(2)
Understanding Social Media
462(3)
What Are Social Media?
462(1)
Why and How Social Media Transformed Marketing Communications
463(2)
A Look at Four Important Social Media
465(6)
Comparing Four Social Media
465(1)
Facebook
465(2)
Twitter
467(1)
LinkedIn
468(1)
YouTube
469(2)
Social Media Marketing Programs and Customer Engagement
471(6)
Selecting Social Media
471(1)
Marketing Matters: Vloggers Are the New Power Players, Worldwide!
471(1)
Selecting Social Media Content
472(1)
Measuring the Results of Social Media Marketing Programs
473(2)
Carmex Goes Viral with Luck and a LeBron James Bear Hug
475(2)
The Future: Convergence and Mobility
477(3)
The Convergence of Real and Digital Worlds
477(1)
Mobile Marketing: Tightening Links to Marketing Actions
478(2)
Learning Objectives Review
480(1)
Learning Review Answers
480(1)
Focusing on Key Terms
481(1)
Applying Marketing Knowledge
481(1)
Building Your Marketing Plan
482(3)
Video Case 17: Body Glove: Helping Consumers Do What They Love!
482(3)
Chapter Notes
485(3)
18 Personal Selling And Sales Management
488(43)
Meet Today's Sales Professional
488(2)
Scope and Significance of Personal Selling and Sales Management
490(2)
Nature of Personal Selling and Sales Management
490(1)
Selling Happens Almost Everywhere
490(1)
Personal Selling in Marketing and Entrepreneurship
491(1)
Creating Customer Solutions and Value through Salespeople: Relationship and Partnership Selling
491(1)
The Many Forms of Personal Selling
492(3)
Order-Taking Salespeople
492(1)
Marketing Matters: Science and Selling: Is Customer Value Creation in Your Genes?
492(1)
Order-Getting Salespeople
493(1)
Customer Sales Support Personnel
493(2)
The Personal Selling Process: Building Customer Relationships
495(7)
Marketing Matters: Creating and Sustaining Customer Value through Cross-Functional Team Selling
495(1)
Prospecting: Identifying and Qualifying Prospective Customers
496(1)
Preapproach: Preparing for the Sales Call
497(1)
Approach: Making the First Impression
498(1)
Presentation: Tailoring a Solution for a Customer's Needs
498(3)
Marketing Matters: Imagine This ...Putting the Customer into Customer Solutions!
500(1)
Close: Asking for the Customer's Order or Business
501(1)
Follow-up: Solidifying the Customer Relationship
501(1)
The Sales Management Process
502(8)
Sales Plan Formulation: Setting Direction
502(2)
Making Responsible Decisions: The Ethics of Asking Customers about Competitors
503(1)
Sales Plan Implementation: Putting the Plan into Action
504(2)
Marketing Matters: What Is Your Emotional Intelligence? You Might Be Surprised.
505(1)
Salesforce Evaluation: Measuring Results
506(1)
Customer Relationship Management Systems and Technology
507(5)
Applying Marketing Metrics: Tracking Salesperson Performance at Moore Chemical & Sanitation Supply, Inc.
508(2)
Learning Objectives Review
510(1)
Learning Review Answers
510(1)
Focusing on Key Terms
511(1)
Applying Marketing Knowledge
511(1)
Building Your Marketing Plan
512(2)
Video Case 18: Xerox: Building Customer Relationships through Personal Selling
512(2)
Chapter Notes
514(2)
Appendix B Planning a Career in Marketing
516(15)
Glossary 531(8)
Name Index 539(10)
Company/Product Index 549(9)
Subject Index 558