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Marketing 13th edition [Kietas viršelis]

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  • Formatas: Hardback, 768 pages, aukštis x plotis x storis: 259x229x31 mm, weight: 1659 g, 400 Illustrations
  • Išleidimo metai: 16-Apr-2016
  • Leidėjas: McGraw-Hill Education
  • ISBN-10: 1259573540
  • ISBN-13: 9781259573545
Kitos knygos pagal šią temą:
Marketing 13th editionDidesnis paveikslėlis
  • Formatas: Hardback, 768 pages, aukštis x plotis x storis: 259x229x31 mm, weight: 1659 g, 400 Illustrations
  • Išleidimo metai: 16-Apr-2016
  • Leidėjas: McGraw-Hill Education
  • ISBN-10: 1259573540
  • ISBN-13: 9781259573545
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9781259573545.html
Raktažodžiai:
Kerin/Hartley's Marketing 13th edition is the most robust Principles of Marketing solution available to meet the needs of a wide range of faculty. Marketing focuses on decision making through extended examples, cases, and videos involving real people making real marketing decisions. The author team's decades of combined experience in the higher education classroom continue to inform the title's innovative pedagogical approach. Marketing is known for its conversational writing style, ability to engage students through active learning techniques, and vivid descriptions of businesses, marketing professionals, and entrepreneurs in cases, exercises, and testimonials that help students personalize marketing and identify possible career interests.

Powerful tools like Connect, SmartBook, and the regularly updated resources at www.kerinmarketing.com make this 13th edition of Marketing the best choice for instructors seeking a rigorous, comprehensive program with balanced coverage of traditional and contemporary concepts.

Kerin/Hartley's Marketing is also 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 that challenge students to apply concepts and examine how firms analyze, create, deliver, communicate, and capture value. 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.
Part 1 Initiating the Marketing Process
1 Creating Customer Relationships And Value Through Marketing
2(24)
At Chobani, Marketing Is "Nothing But Good"!
2(2)
Understanding Consumers' Food Values
2(1)
Reaching Customers
2(1)
Chobani Today
3(1)
Chobani, Marketing, and You
3(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(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(5)
Evolution of the Market Orientation
14(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(2)
Learning Objectives Review
19(1)
Learning Review Answers
19(1)
Focusing on Key Terms
20(1)
Applying Marketing Knowledge
20(1)
Building Your Marketing Plan
20(4)
Video Case 1: Chobanr: Making Greek Yogurt a Household Name
21(3)
Chapter Notes
24(2)
2 Developing Successful Organizational And Marketing Strategies
26(44)
Making the World a Better Place, One Scoop at a Time!
26(2)
Today's Organizations
28(2)
Kinds of Organizations
28(1)
What Is Strategy?
28(1)
The Structure of Today's Organizations
28(2)
Making Responsible Decisions: Social Entrepreneurs Are Creating New Types of Organizations to Pursue Social Goals
29(1)
Strategy in Visionary Organizations
30(5)
Organizational Foundation: Why Does It Exist?
30(2)
Organizational Direction: What Will It Do?
32(1)
Organizational Strategies: How Will It Do It?
33(1)
Tracking Strategic Performance with Marketing Analytics
33(2)
Applying Marketing Metrics: How Well Is Ben & Jerry's Doing?
35(1)
Setting Strategic Directions
35(5)
A Look Around: Where Are We Now?
35(1)
Growth Strategies: Where Do We Want to Go?
36(4)
Marketing Matters: Filling the Shoes of Apple CEO Tim Cook: Where Will Apple's Projected Future Growth for Its Major SBUs Come From?
37(3)
The Strategic Marketing Process
40(7)
The Planning Phase of the Strategic Marketing Process
40(3)
The Implementation Phase of the Strategic Marketing Process
43(2)
The Evaluation Phase of the Strategic Marketing Process
45(2)
Learning Objectives Review
47(1)
Learning Review Answers
48(1)
Focusing on Key Terms
49(1)
Applying Marketing Knowledge
49(1)
Building Your Marketing Plan
49(2)
Video Case 2: IBM: Using Strategy to Build a "Smarter Planet"
49(2)
Chapter Notes
51(3)
Appendix A Building an Effective Marketing Plan
54(16)
3 Scanning The Marketing Environment
70(30)
Is "Connecting the World" an Ambitious Vision? Not If You Are Facebook!
70(2)
Facebook in the Future
70(2)
Environmental Scanning
72(2)
Tracking Environmental
72(1)
An Environmental Scan of Today's Marketplace
73(1)
Social Forces
74(8)
Demographics
74(6)
Making Responsible Decisions: Millennials Are a Force for Good
77(3)
Culture
80(2)
Economic Forces
82(2)
Macroeconomic Conditions
82(1)
Consumer Income
83(1)
Marketing Insights About Me: American FactFinder: Your Source for Economic Information
83(1)
Technological Forces
84(2)
Technology of Tomorrow
84(1)
Technology's Impact on Customer Value
85(1)
Technology Enables Data Analytics
86(1)
Competitive Forces
86(2)
Alternative Forms of Competition
87(1)
Components of Competition
87(1)
Small Businesses as Competitors
88(1)
Regulatory Forces
88(5)
Protecting Competition
88(1)
Product-Related Legislation
89(1)
Pricing-Related Legislation
90(1)
Distribution-Related Legislation
91(1)
Advertising- and Promotion-Related Legislation
91(1)
Marketing Matters: Online Tracking: Is Big Brother Watching?
92(1)
Control through Self-Regulation
92(1)
Learning Objectives Review
93(1)
Learning Review Answers
93(1)
Focusing on Key Terms
94(1)
Applying Marketing Knowledge
94(1)
Building Your Marketing Plan
94(3)
Video Case 3: Geek Squad: A New Business for a New Environment
95(2)
Chapter Notes
97(3)
4 Ethical And Social Responsibility For Sustainable Marketing
100(22)
Anheuser—Busch: Becoming the Best Beer Company in a Better World
100(2)
Alcohol Responsibility
100(1)
Environmental Preservation
101(1)
Nature and Significance of Marketing Ethics
102(1)
An Ethical/Legal Framework for Marketing
102(1)
Critical Perceptions of Ethical Behavior
103(1)
Four Factors Affect Ethical Marketing Behavior
103(7)
Societal Culture and Norms
103(1)
Business Culture and Industry Practices
104(2)
Making Responsible Decisions: Corporate Conscience in the Cola War
106(1)
Corporate Culture and Expectations
106(1)
Marketing Insights About Me: Is Commercial Bribery More or Less Common in My Country?
107(1)
Your Personal Moral Philosophy and Ethical Behavior
107(3)
Understanding Social Responsibility for Sustainable Marketing
110(5)
Three Concepts of Social Responsibility
110(3)
Marketing Matters: Will Consumers Switch Brands for a Cause? Yes, If
112(1)
The Social Audit and Sustainable Development: Doing Well by Doing Good
113(1)
Turning the Table: Consumer Ethics and Social Responsibility
114(1)
Learning Objectives Review
115(1)
Learning Review Answers
116(1)
Focusing on Key Terms
116(1)
Applying Marketing Knowledge
116(1)
Building Your Marketing Plan
117(3)
Video Case 4: Toyota: Building Cleaner, Greener Cars
117(3)
Chapter Notes
120(2)
Part 2 Understanding Buyers and Markets
5 Understanding Consumer Behavior
122(30)
Enlightened Carmakers Know What Custom(h)ers and Influenc(h)ers Value
122(2)
Consumer Purchase Decision Process and Experience
124(6)
Problem Recognition: Perceiving a Need
124(1)
Information Search: Seeking Value
124(1)
Alternative Evaluation: Assessing Value
124(1)
Purchase Decision: Buying Value
125(1)
Postpurchase Behavior: Realizing Value
126(3)
Marketing Matters: How Much Is a Satisfied Customer Worth?
127(2)
Consumer Involvement Affects Problem Solving
129(1)
Situational Influences That Affect Purchase Decisions
129(1)
Psychological Influences on Consumer Behavior
130(7)
Consumer Motivation and Personality
130(1)
Consumer Perception
131(2)
Making Responsible Decisions: The Ethics of Subliminal Messages
132(1)
Consumer Learning
133(1)
Consumer Values, Beliefs, and Attitudes
134(1)
Consumer Lifestyle
135(2)
Marketing Insights About Me: What Motivates You? Identifying Your VALS Profile
136(1)
Sociocultural Influences on Consumer Behavior
137(7)
Personal Influence
137(1)
Reference Group Influence
138(2)
Marketing Matters: BzzAgent—The Buzz Experience
139(1)
Family Influence
140(2)
Social Class Influence
142(1)
Culture and Subculture Influences
142(2)
Learning Objectives Review
144(1)
Learning Review Answers
145(1)
Focusing on Key Terms
146(1)
Applying Marketing Knowledge
146(1)
Building Your Marketing Plan
146(3)
Video Case 5: Groupon: Helping Consumers with Purchase Decisions
146(3)
Chapter Notes
149(3)
6 Understanding Organizations As Customers
152(22)
Buying Is Marketing Too! Purchasing Publication Paper for JCPenney
152(2)
Business-to-Business Marketing and Organizational Buyers
154(2)
Organizational Buyers
154(1)
Organizational Markets
154(1)
Measuring Organizational Markets
155(1)
Characteristics of Organizational Buying
156(5)
Demand Characteristics
156(1)
Size of the Order or Purchase
157(1)
Number of Potential Buyers
157(1)
Organizational Buying Objectives
157(1)
Organizational Buying Criteria
158(1)
Marketing Insights About Me: Do I Buy from Organizations That Promote Diversity among Their Suppliers and in Their Workplaces?
158(1)
Buyer—Seller Relationships and Supply Partnerships
159(2)
Marketing Matters: At Milsco Manufacturing, "Our Marketing Philosophy Is Designed to Develop Partnerships" and Deliver a Great Ride for Customers' Seats
160(1)
Making Responsible Decisions: Sustainable Procurement for Sustainable Growth at Starbucks
161(1)
The Organizational Buying Function and Process and the Buying Center
161(3)
The Buying Function in Organizations
161(1)
Stages in the Organizational Buying Process
161(1)
The Buying Center: A Cross-Functional Group
162(2)
Online Buying in Business-to-Business Marketing
164(3)
Prominence of Online Buying in Organizational Markets
164(1)
E-Marketplaces: Virtual Organizational Markets
165(1)
Marketing Matters: eBay Means Business for Entrepreneurs
165(1)
Online Auctions in Organizational Markets
166(1)
Learning Objectives Review
167(1)
Learning Review Answers
168(1)
Focusing on Key Terms
168(1)
Applying Marketing Knowledge
168(1)
Building Your Marketing Plan
169(3)
Video Case 6: Trek: Building Better Bikes through Organizational Buying
169(3)
Chapter Notes
172(2)
7 Understanding And Reaching Global Consumers And Markets
174(30)
Building a Two Billion Dollar Business in India the Dell Inc. Way
174(2)
Dynamics of World Trade
176(1)
Global Perspective on World Trade
176(1)
U.S. Perspective on World Trade
177(1)
Marketing in a Borderless Economic World
177(8)
Decline of Economic Protectionism
178(1)
Making Responsible Decisions: Global Ethics and Global Economics—The Case of Protectionism
178(1)
Rise of Economic Integration
179(2)
A New Reality: Global Competition among Global Companies for Global Consumers
181(3)
Marketing Matters: The Global Teenager—A Market of 2 Billion Voracious Consumers
183(1)
Emergence of a Networked Global Marketspace
184(1)
Growing Prevalence of Economic Espionage
185(1)
A Global Environmental Scan
185(7)
Cultural Diversity
185(3)
Economic Considerations
188(3)
Marketing Insights About Me: Checking My Country's Political Risk Rating—Are You Surprised?
191(1)
Political-Regulatory Climate
191(1)
Comparing Global Market-Entry Strategies
192(3)
Exporting
192(1)
Marketing Matters: Creative Cosmetics and Creative Export Marketing in Japan
193(1)
Licensing
193(1)
Joint Venture
194(1)
Direct Investment
194(1)
Crafting a Worldwide Marketing Program
195(3)
Product and Promotion Strategies
195(1)
Distribution Strategy
196(1)
Pricing Strategy
197(1)
Learning Objectives Review
198(1)
Learning Review Answers
198(1)
Focusing on Key Terms
199(1)
Applying Marketing Knowledge
199(1)
Building Your Marketing Plan
199(3)
Video Case 7: Mary Kay, Inc.: Building a Brand in India
199(3)
Chapter Notes
202(2)
Part 3 Targeting Marketing Opportunities
8 Marketing Research: From Customer Insights To Actions
204(32)
Marketing Research Goes to the Movies
204(2)
A Film Industry Secret
204(2)
The Role of Marketing Research
206(1)
What Is Marketing Research?
206(1)
The Challenges in Doing Good Marketing Research
206(1)
Five-Step Marketing Research Approach
207(1)
Step 1: Define the Problem
207(1)
Set the Research Objectives
207(1)
Identify Possible Marketing Actions
208(1)
Step 2: Develop the Research Plan
208(2)
Specify Constraints
208(1)
Identify Data Needed for Marketing Actions
209(1)
Determine How to Collect Data
209(1)
Step 3: Collect Relevant Information
210(14)
Secondary Data: Internal
210(1)
Secondary Data: External
211(1)
Advantages and Disadvantages of Secondary Data
211(1)
Marketing Matters: Online Databases and Internet Resources Useful to Marketers
212(1)
Primary Data: Watching People
212(2)
Primary Data: Asking People
214(4)
Primary Data: Other Sources
218(4)
Applying Marketing Metrics: Are the Carmex Social Media Programs Working Well?
220(2)
Advantages and Disadvantages of Primary Data
222(1)
Analyzing Primary Data Using Cross Tabulations
222(2)
Making Responsible Decisions: No More Personal Secrets: The Downside of Data Mining
223(1)
Step 4: Develop Findings
224(2)
Analyze the Data
225(1)
Present the Findings
225(1)
Step 5: Take Marketing Actions
226(1)
Make Action Recommendations
226(1)
Implement the Action Recommendations
227(1)
Evaluate the Results
227(1)
Sales Forecasting Techniques
227(2)
Judgments of the Decision Maker
228(1)
Surveys of Knowledgeable Groups
228(1)
Statistical Methods
228(1)
Learning Objectives Review
229(1)
Learning Review Answers
230(1)
Focusing on Key Terms
231(1)
Applying Marketing Knowledge
231(1)
Building Your Marketing Plan
232(3)
Video Case 8: Carmex® (A): Leveraging Facebook for Marketing Research
232(3)
Chapter Notes
235(1)
9 Market Segmentation, Targeting, And Positioning
236(28)
Zappos.com Is Powered by Service—and Segmentation!
236(2)
Segmentation Is a Key to Success
236(1)
Delivering WOW Customer Service
236(2)
Why Segment Markets?
238(4)
What Market Segmentation Means
238(1)
When and How to Segment Markets
239(3)
Steps in Segmenting and Targeting Markets
242(14)
Step 1: Group Potential Buyers into Segments
242(6)
Marketing Insights About Me: To Which "Flock" Do You Belong?
245(3)
Step 2: Group Products to Be Sold into Categories
248(2)
Step 3: Develop a Market-Product Grid and Estimate the Size of Markets
250(1)
Step 4: Select Target Markets
251(1)
Step 5: Take Marketing Actions to Reach Target Markets
252(2)
Market-Product Synergies: A Balancing Act
254(2)
Marketing Matters: Apple's Segmentation Strategy—Camp Runamok No Longer
255(1)
Positioning the Product
256(2)
Two Approaches to Product Positioning
256(1)
Writing a Positioning Statement
256(1)
Product Positioning Using Perceptual Maps
256(1)
A Perceptual Map to Reposition Chocolate Milk for Adults
257(1)
Learning Objectives Review
258(1)
Learning Review Answers
258(1)
Focusing on Key Terms
259(1)
Applying Marketing Knowledge
259(1)
Building Your Marketing Plan
259(3)
Video Case 9: Prince Sports, Inc.: Tennis Racquets for Every Segment
260(2)
Chapter Notes
262(2)
Part 4 Satisfying Marketing Opportunities
10 Developing New Products And Services
264(26)
Apple: The World-Class New-Product Machine
264(2)
Apple's New-Product Development Successes
264(1)
...And New-Product Development Stumbles
264(1)
The Next
Chapter in Apple's Story: Apple Watch
265(1)
What Are Products and Services?
266(2)
A Look at Goods, Services, and Ideas
266(1)
Classifying Products
266(1)
Classifying Services
267(1)
Product Classes, Forms, Items, Lines, and Mixes
268(1)
New Products and Why They Succeed or Fail
268(6)
What Is a New Product?
268(3)
Marketing Matters: Feature Bloat: Geek Squad to the Rescue!
269(2)
Why Products and Services Succeed or Fail
271(2)
How Applying Marketing Metrics Can Improve New-Product Performance
273(1)
Applying Marketing Metrics: Which States Are Underperforming?
273(1)
The New-Product Development Process
274(8)
Stage 1: New-Product Strategy Development
274(1)
Stage 2: Idea Generation
275(2)
Stage 3: Screening and Evaluation
277(2)
Marketing Matters: Was the Google Glass Half Full or Half Empty?
278(1)
Stage 4: Business Analysis
279(1)
Stage 5: Development
279(1)
Stage 6: Market Testing
280(1)
Stage 7: Commercialization
281(1)
Learning Objectives Review
282(1)
Learning Review Answers
283(1)
Focusing on Key Terms
284(1)
Applying Marketing Knowledge
284(1)
Building Your Marketing Plan
285(3)
Video Case 10: X-1: Breaking the Barriers of Sound with New-Product Development
285(3)
Chapter Notes
288(2)
11 Managing Successful Products, Services, And Brands
290(30)
Gatorade: Bringing Science to Sweat for 50 Years
290(2)
Creating the Gatorade Brand
290(1)
Building the Gatorade Brand
290(2)
Charting the Product Life Cycle
292(8)
Introduction Stage
292(2)
Growth Stage
294(1)
Maturity Stage
295(1)
Decline Stage
295(1)
Marketing Matters: Will E-mail Spell Extinction for Fax Machines?
296(1)
Three Aspects of the Product Life Cycle
296(4)
Managing the Product Life Cycle
300(3)
Role of a Product Manager
300(1)
Modifying the Product
300(1)
Modifying the Market
300(3)
Applying Marketing Metrics: Knowing Your CDI and BDI
301(2)
Repositioning the Product
303(1)
Making Responsible Decisions: Consumer Economics of Downsizing—Get Less, Pay More
303(1)
Branding and Brand Management
303(7)
Marketing Insights About Me: Do You Want to Start a Business Using Your Own Name? Better Check First!
304(1)
Brand Personality and Brand Equity
305(1)
Picking a Good Brand Name
306(1)
Branding Strategies
307(3)
Packaging and Labeling Products
310(2)
Creating Customer Value and Competitive Advantage through Packaging and Labeling
311(1)
Marketing Matters: Creating Customer Value through Packaging—Pez Heads Dispense More Than Candy
311(1)
Packaging and Labeling Challenges and Responses
312(1)
Product Warranty
312(1)
Learning Objectives Review
313(1)
Learning Review Answers
314(1)
Focusing on Key Terms
314(1)
Applying Marketing Knowledge
314(1)
Building Your Marketing Plan
315(3)
Video Case 11: P&G's Secret Deodorant: Finding Inspiration in Perspiration
315(3)
Chapter Notes
318(2)
12 Services Marketing
320(28)
Airbnb Redefines Services—and the Economy!
320(2)
The Uniqueness of Services
322(7)
The Four I's of Services
323(2)
The Service Continuum
325(1)
Classifying Services
326(3)
Marketing Matters: Social Marketing Is a Must for Nonprofits
328(1)
How Consumers Purchase Services
329(4)
The Purchase Process
329(1)
Assessing Service Quality
329(1)
Customer Contact and Relationship Marketing
330(3)
Marketing Matters: Managing Service Failures: The Importance of Monitoring and Guarantees
331(2)
Managing the Marketing of Services
333(5)
Product (Service)
333(1)
Price
333(1)
Place (Distribution)
334(1)
Promotion
335(1)
People
335(1)
Physical Environment
336(1)
Process
336(14)
Applying Marketing Metrics: Are JetBlue's Fli is Profitably Loaded?
337(1)
Services in the Future
338(1)
Learning Objectives Review
339(1)
Learning Review Answers
339(1)
Focusing on Key Terms
340(1)
Applying Marketing Knowledge
340(1)
Building Your Marketing Plan
340(4)
Video Case 12: LA Galaxy: Where Sports Marketing Is a Kick!
341(3)
Chapter Notes
344(4)
13 Building The Price Foundation
348(22)
VIZIO, Inc.—Delivering Beautifully Simple Products at a Great Value
348(2)
Nature and Importance of Price
350(3)
What Is a Price?
350(1)
Price as an Indicator of Value
351(1)
Marketing Matters: Does Spirit Airlines Engage in Value Pricing? For Some Yes, for Others No
352(1)
Price in the Marketing Mix
352(1)
Step 1: Identify Pricing Objectives and Constraints
353(5)
Identifying Pricing Objectives
353(2)
Identifying Pricing Constraints
355(3)
Step 2: Estimate Demand and Revenue
358(4)
Estimating Demand
358(2)
Price Elasticity of Demand
360(1)
Marketing Matters: Using Big Data to Curb Smoking: Uncovering the Price Elasticity of Demand for Cigarettes
361(1)
Fundamentals of Estimating Revenue
361(1)
Step 3: Determine Cost, Volume, and Profit Relationships
362(2)
The Importance of Controlling Costs
362(1)
Break-Even Analysis
362(2)
Learning Objectives Review
364(1)
Learning Review Answers
365(1)
Focusing on Key Terms
365(1)
Applying Marketing Knowledge
366(1)
Building Your Marketing Plan
366(2)
Video Case 13: Washburn Guitars: Using Break-Even Points to Make Pricing Decisions
367(1)
Chapter Notes
368(2)
14 Arriving At The Final Price
370(36)
E-books and E-conomics: A Twisted Tale of Pricing for Profit
370(2)
Setting the Stage with E-readers: Amazon's Kindle
370(1)
Printed Book Pricing Practices
370(1)
Enter E-books
370(1)
Pricing E-books... Profitably
371(1)
Step 4: Select an Approximate Price Level
372(9)
Demand-Oriented Pricing Approaches
372(3)
Marketing Matters: Energizer's Lesson in Price Perception—Value Lies in the Eye of the Beholder
374(1)
Cost-Oriented Pricing Approaches
375(2)
Profit-Oriented Pricing Approaches
377(2)
Competition-Oriented Pricing Approaches
379(2)
Applying Marketing Metrics: Are Red Bull Prices Above, At, or Below the Market?
380(1)
Step 5: Set the List or Quoted Price
381(4)
Choose a Price Policy
381(1)
Consider Company, Customer, and Competitive Effects on Pricing
382(2)
Making Responsible Decisions: The Ethics and Economics of Surge Pricing
383(1)
Balance Incremental Costs and Revenues
384(1)
Step 6: Make Special Adjustments to the List or Quoted Price
385(6)
Discounts
385(2)
Allowances
387(1)
Geographical Adjustments
388(1)
Marketing Matters: Everyday Low Prices at the Supermarket = Everyday Low Profits-7Creatin: Customer Value at a Cost
388(1)
Legal and Regulatory Aspects of Pricing
389(2)
Learning Objectives Review
391(1)
Learning Review Answers
392(1)
Focusing on Key Terms
393(1)
Applying Marketing Knowledge
393(1)
Building Your Marketing Plan
393(3)
Video Case 14: Carmex (B): Setting the Price of the Number One Lip Balm
394(2)
Chapter Notes
396(1)
Appendix B Financial Aspects of Marketing
397(9)
15 Managing Marketing Channels And Supply Chains
406(28)
Callaway Golf: Designing and Delivering the Goods for Great Golf
406(2)
Nature and Importance of Marketing Channels
408(2)
What Is a Marketing Channel of Distribution?
408(1)
How Customer Value Is Created by Intermediaries
408(2)
Marketing Channel Structure and Organization
410(6)
Marketing Channels for Consumer Products and Services
410(1)
Marketing Channels for Business Products and Services
411(1)
Internet Marketing Channels
412(1)
Direct and Multichannel Marketing
413(1)
Dual Distribution and Strategic Channel Alliances
413(1)
Marketing Matters: Nestle and General Mills—Cereal Partners Worldwide
414(1)
Vertical Marketing Systems
414(2)
Marketing Channel Choice and Management
416(5)
Factors Affecting Channel Choice and Management
416(2)
Applying Marketing Metrics: Channel Sales and Profit at Charlesburg Furniture
418(1)
Managing Channel Relationships: Conflict and Cooperation
418(3)
Logistics and Supply Chain Management
421(4)
Supply Chains versus Marketing Channels
421(1)
Sourcing, Assembling, and Delivering a New Car: The Automotive Supply Chain
422(1)
Supply Chain Management and Marketing Strategy
423(2)
Marketing Matters: IBM's Integrated Supply Chain—Delivering a Total Solution for Its Customers
424(1)
Two Concepts of Logistics Management in a Supply Chain
425(1)
Total Logistics Cost Concept
425(1)
Customer Service Concept
425(1)
Closing the Loop: Reverse Logistics
426(2)
Making Responsible Decisions: Reverse Logistics and Green Marketing Go Together at Hewlett-Packard: Recycling e-Waste
427(1)
Learning Objectives Review
428(1)
Learning Review Answers
428(1)
Focusing on Key Terms
429(1)
Applying Marketing Knowledge
429(1)
Building Your Marketing Plan
430(2)
Video Case 15: Amazon: Delivering the Earth's Biggest Selection!
430(2)
Chapter Notes
432(2)
16 Retailing And Wholesaling
434(34)
Shoppers Are Wearing the Future of Retailing!
434(2)
The Value of Retailing
436(2)
Consumer Utilities Offered by Retailing
436(1)
The Global Economic Impact of Retailing
437(1)
Classifying Retail Outlets
438(5)
Form of Ownership
438(2)
Making Responsible Decisions: How Green Is Your Retailer? The Ratings Are Out!
439(1)
Level of Service
440(1)
Type of Merchandise Line
441(2)
Nonstore Retailing
443(4)
Automatic Vending
443(1)
Direct Mail and Catalogs
444(1)
Television Home Shopping
445(1)
Online Retailing
445(1)
Telemarketing
446(1)
Direct Selling
447(1)
Retailing Strategy
447(6)
Positioning a Retail Store
447(2)
Retailing Mix
449(4)
Applying Marketing Metrics: Why Apple Stores May Be the Best in the United States!
452(1)
The Changing Nature of Retailing
453(2)
The Wheel of Retailing
453(1)
The Retail Life Cycle
454(1)
Future Changes in Retailing
455(2)
Multichannel Retailing
455(1)
Marketing Matters: The Multichannel Marketing Multiplier
456(1)
Data Analytics
456(1)
Wholesaling
457(2)
Merchant Wholesalers
457(1)
Agents and Brokers
458(1)
Manufacturer's Branches and Offices
458(1)
Learning Objectives Review
459(1)
Learning Review Answers
459(1)
Focusing on Key Terms
460(1)
Applying Marketing Knowledge
460(1)
Building Your Marketing Plan
461(2)
Video Case 16: Mall of America(k): America's Biggest Mall Knows the Secret to Successful Retailing!
461(2)
Chapter Notes
463(5)
17 Integrated Marketing Communications And Direct Marketing
468(30)
Taco Bell Loves Twitter!
468(2)
The Communication Process
470(2)
Encoding and Decoding
471(1)
Feedback
471(1)
Noise
472(1)
The Promotional Elements
472(4)
Advertising
472(1)
Personal Selling
473(1)
Public Relations
474(1)
Sales Promotion
475(1)
Direct Marketing
475(1)
Integrated Marketing Communications—Developing the Promotional Mix
476(6)
The Target Audience
476(1)
Marketing Matters: Tips for Targeting College Students
477(1)
The Product Life Cycle
477(1)
Product Characteristics
478(1)
Stages of the Buying Decision
479(1)
Channel Strategies
480(2)
Developing an Integrated Marketing Communications Program
482(4)
Identifying the Target Audience
482(1)
Specifying Promotion Objectives
482(1)
Setting the Promotion Budget
483(2)
Applying Marketing Metrics: How Much Should You Spend on IMC?
484(1)
Selecting the Right Promotional Tools
485(1)
Designing the Promotion
485(1)
Scheduling the Promotion
485(1)
Executing and Assessing the Promotion Program
486(1)
Direct Marketing
487(4)
The Growth of Direct Marketing
488(1)
The Value of Direct Marketing
488(1)
Technological, Global, and Ethical Issues in Direct Marketing
489(11)
Making Responsible Decisions: What Is the Future of Your Privacy?
490(1)
Learning Objectives Review
491(1)
Learning Review Answers
491(1)
Focusing on Key Terms
492(1)
Applying Marketing Knowledge
492(1)
Building Your Marketing Plan
493(2)
Video Case 17: Taco Bell: Using IMC to Help Customers Live Mas!
493(2)
Chapter Notes
495(3)
18 Advertising, Sales Promotion, And Public Relations
498(40)
Virtual Reality Is the New Reality for Advertising!
498(2)
Types of Advertisements
500(2)
Product Advertisements
500(1)
Institutional Advertisements
501(1)
Developing the Advertising Program
502(14)
Identifying the Target Audience
502(1)
Specifying Advertising Objectives
502(1)
Setting the Advertising Budget
503(1)
Marketing Insights About Me: Are You an Expert at Picking the Best Super Bowl Ads?
504(1)
Designing the Advertisement
504(3)
Selecting the Right Media
507(2)
Applying Marketing Metrics: What Is the Best Way to Reach 1,000 Customers?
508(1)
Different Media Alternatives
509(6)
Making Responsible Decisions: Who Is Responsible for Preventing Click Fraud?
514(1)
Scheduling the Advertising
515(1)
Executing the Advertising Program
516(2)
Pretesting the Advertising
516(1)
Carrying Out the Advertising Program
517(1)
Assessing the Advertising Program
518(1)
Posttesting the Advertising
518(1)
Making Needed Changes
518(1)
Sales Promotion
519(7)
Consumer-Oriented Sales Promotions
519(5)
Trade-Oriented Sales Promotions
524(2)
Public Relations
526(1)
Publicity Tools
526(1)
Increasing the Value of Promotion
526(2)
Building Long-Term Relationships
526(1)
Self-Regulation
527(1)
Learning Objectives Review
528(1)
Learning Review Answers
528(1)
Focusing on Key Terms
529(1)
Applying Marketing Knowledge
529(1)
Building Your Marketing Plan
530(3)
Video Case 18: Google, Inc.: The Right Ads at the Right Time
530(3)
Chapter Notes
533(5)
19 Using Social Media And Mobile Marketing To Connect With Consumers
538(28)
The Ultimate Marketing Machine... Is in Your Pocket!
538(2)
Understanding Social Media
540(3)
What Are Social Media?
540(2)
Comparing Social and Traditional Media
542(1)
A Look at Four Important Social Media
543(7)
Comparing Four Social Media
543(1)
Facebook
543(3)
Twitter
546(1)
LinkedIn
547(1)
YouTube
548(2)
Marketing Matters: Mobile Marketing Discovers Video Bloggers!
549(1)
Integrating Social Media into Today's Marketing Strategies
550(6)
Social Media and the Strategic Marketing Process
550(1)
Selecting Social Media
551(1)
How Social Media Produce Sales
551(1)
Measuring the Results of Social Media Programs
552(2)
Carmex Goes Viral with Luck and a LeBron James Bear Hug
554(2)
The Future: Social Media + Smartphones + Exotic Apps
556(3)
The Convergence of Real and Digital Worlds
556(1)
Mobile Marketing: Tightening Links to Marketing Actions
557(2)
Learning Objectives Review
559(1)
Learning Review Answers
560(1)
Focusing on Key Terms
561(1)
Applying Marketing Knowledge
561(1)
Building Your Marketing Plan
561(3)
Video Case 19: StuffDOTTm, Inc.: Rewarding Users for Actively Shopping and Sharing!
561(3)
Chapter Notes
564(2)
20 Personal Selling And Sales Management
566(30)
Meet Today's Sales Professional
566(2)
Scope and Significance of Personal Selling and Sales Management
568(3)
Nature of Personal Selling and Sales Management
568(1)
Selling Happens Almost Everywhere
568(1)
Personal Selling in Marketing and Entrepreneurship
569(1)
Creating Customer Solutions and Value through Salespeople: Relationship and Partnership Selling
569(2)
Marketing Matters: Science and Selling: Is Customer Value Creation in Your Genes?
571(1)
The Many Forms of Personal Selling
571(3)
Order-Taking Salespeople
571(1)
Order-Getting Salespeople
572(1)
Customer Sales Support Personnel
572(2)
Marketing Matters: Creating and Sustaining Customer Value through Cross-Functional Team Selling
574(1)
The Personal Selling Process: Building Relationships
574(6)
Prospecting: Identifying and Qualifying Prospective Customers
575(1)
Preapproach: Preparing for the Sales Call
576(1)
Approach: Making the First Impression
577(1)
Presentation: Tailoring a Solution for a Customer's Needs
577(3)
Marketing Matters: Imagine This... Putting the Customer into Customer Solutions!
579(1)
Close: Asking for the Customer's Order or Business
580(1)
Follow-up: Solidifying the Relationship
580(1)
The Sales Management Process
580(10)
Making Responsible Decisions: The Ethics of Asking Customers about Competitors
581(1)
Sales Plan Formulation: Setting Direction
581(4)
Sales Plan Implementation: Putting the Plan into Action
585(2)
Marketing Insights About Me: What Is Your Emotional Intelligence? You Might Be Surprised
586(1)
Salesforce Evaluation: Measuring Results
587(2)
Applying Marketing Metrics: Tracking Salesperson Performance at Moore Chemical & Sanitation Supply, Inc.
588(1)
Salesforce Automation and Customer Relationship Management
589(1)
Learning Objectives Review
590(1)
Learning Review Answers
591(1)
Focusing on Key Terms
591(1)
Applying Marketing Knowledge
592(1)
Building Your Marketing Plan
592(2)
Video Case 20: Xerox: Building Customer Relationships through Personal Selling
593(1)
Chapter Notes
594(2)
Part 5 Managing the Marketing Process
21 Implementing Interactive And Multichannel Marketing
596(24)
Seven Cycles Delivers Just One Bike. Yours.
596(2)
Creating Customer Value, Relationships, and Experiences in Marketspace
598(6)
Marketing in Two Environments
598(1)
Creating Customer Value in Marketspace
598(1)
Interactivity, Individuality, and Customer Relationships in Marketspace
599(2)
Creating an Online Customer Experience
601(3)
Applying Marketing Metrics: Sizing Up Site Stickiness at Sewell Automotive Companies
604(1)
Online Consumer Behavior and Marketing Practice in Marketspace
604(7)
Who Is the Online Consumer?
604(1)
Marketing Insights About Me: Am I Addicted to the Internet? Answer 20 Questions to Find Out
605(1)
What Online Consumers Buy
605(1)
Why Consumers Shop and Buy Online
605(5)
When and Where Online Consumers Shop and Buy
610(1)
Making Responsible Decisions: Who Is Responsible for Internet Privacy and Security?
610(1)
Cross-Channel Consumers and Multichannel Marketing
611(2)
Who Is the Cross-Channel Consumer?
611(1)
Implementing Multichannel Marketing
612(1)
Learning Objectives Review
613(1)
Learning Review Answers
614(1)
Focusing on Key Terms
614(1)
Applying Marketing Knowledge
615(1)
Building Your Marketing Plan
615(4)
Video Case 21: Pizza Hut and imc2 Becoming a Multichannel Marketer
615(4)
Chapter Notes
619(1)
22 Pulling It All Together: The Strategic Marketing Process
620(53)
Strategic Marketing Helps General Mills Adapt to New Tastes!
620(2)
Planning for Even More Change
620(1)
Creative Initiatives at General Mills
621(1)
Marketing Basics: Doing What Works and Allocating Resources
622(4)
Finding and Using What Really Works
622(1)
Allocating Marketing Resources Using Sales Response Functions
623(3)
The Planning Phase of the Strategic Marketing Process
626(8)
The Use of Marketing Metrics in Marketing Planning
626(1)
The Variety of Marketing Plans
627(1)
Marketing Planning Frameworks: The Search for Growth
627(12)
Marketing Matters: A Test of Your Skills: Where Are the Synergies?
629(10)
Some Marketing Planning and Strategy Lessons
639
Marketing Matters: Ask Disruptive Questions to Achieve Disruptive Innovations
633(1)
The Implementation Phase of the Strategic Marketing Process
634(6)
Is Planning or Implementation the Problem?
634(1)
Increasing Emphasis on Marketing Implementation
634(1)
Improving Implementation of Marketing Programs
634(4)
Marketing Matters: Learning from Mistakes and Avoiding Traps on the Way to Blue Oceans
636(2)
Organizing for Marketing
638(2)
The Evaluation Phase of the Strategic Marketing Process
640(4)
The Marketing Evaluation Process
640(2)
Marketing ROI, Metrics, and Dashboards
642(1)
Evaluation Using Marketing Metrics and Marketing Dashboards at General Mills
642(2)
Learning Objectives Review
644(1)
Learning Review Answers
645(1)
Focusing on Key Terms
646(1)
Applying Marketing Knowledge
647(1)
Building Your Marketing Plan
647(2)
Video Case 22: General Mills Warm Delights: Indulgent, Delicious, and Gooey!
647(2)
Chapter Notes
649(3)
Appendix C Planning a Career in Marketing 652(21)
Appendix D Alternate Cases, available in SmartBook or Connect Instructor Resources
Part 1
D-1 3M's Post-it Flag Highlighter: Extending the Concept!
D-2 Daktronics, Inc.: Global Displays in 68 Billion Colors
D-3 Jamba Juice: Scanning the Marketing Environment
D-4 BP's Deepwater Horizon: Ethics and Environmental Effects
Part 2
D-5 Decoding a Purchase Decision
D-6 Motetronix Technology: Marketing Smart Dust
D-7 Callaway Golf: The Global Challenge
Part 3
D-8 HOM Furniture: Where Keen Observation Pays
D-9 Lawn Mowers: Segmentation Challenges
Part 4
D-10 Medtronic in China: Where "Simpler" Serves Patients Better
D-11 Pampered Pooches Travel in Style
D-12 Philadelphia Phillies, Inc.: Sports Marketing 101*
D-13 Wellness Getaways, Inc.: The Challenge of Setting a Price
D-14 Glitzz: Devising a Pricing Strategy
D-15 Shiseido: Channeling Cosmetics in China
D-16 Trader Joe's: Upscale Value
D-17 Banyan Tree Holdings: Creating a Brand with IMC
D-18 Target Corporation: Award-Winning Advertising
D-19 A01 Marketing: Using Facebook to Launch Bitter Girls
D-20 Morgantown Furniture: Making Promotion Trade Offs
Part 5
D-21 Crate and Barrel: Multichannel Marketing
D-22 Naked® Juice: Strategy for Growth
Glossary 673(10)
Name Index 683(8)
Company/Product Index 691(7)
Subject Index 698
Roger A. Kerin is the Harold C. Simmons Distinguished Professor of Marketing at the Edwin L. Cox School of Business, Southern Methodist University in Dallas, Texas. Professor Kerin holds a B.A. (magna cum laude), M.B.A., and Ph.D. from the University of Minnesota. His teaching and research interests lie in marketing planning and strategy, product management, and financial aspects of marketing. Professor Kerin is a frequent participant in executive development programs and is also an active consultant on matters of marketing planning and strategy. Professor Kerin has published and authored several texts and many articles on marketing. He also serves on numerous journal editorial review boards and is currently a member of the Board of Governors of the Academy of Marketing Science.





Steven W. Hartley is Professor of Marketing in the Daniels College of Business at the University of Denver. He holds a bachelors degree in mechanical engineering, an M.B.A., and a Ph.D. from the University of Minnesota. Dr. Hartley was formerly the chair of the Department of Marketing at the University of Denver and has taught at the University of Colorado, the University of Minnesota, and in several executive development programs. His teaching interests include principles of marketing, marketing research, and marketing planning. Dr. Hartley's research has appeared in many leading marketing publications. He is an active consultant to several prominent U.S. corporations and is active in many professional organizations including the American Marketing Association, the Academy of Marketing Science, and the Marketing Educators' Association.