| Part 1 Initiating the Marketing Process |
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1 Creating Customer Relationships And Value Through Marketing |
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2 | (20) |
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Launching a New Billion-Dollar Food Categoryin Just Seven Years! |
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2 | (2) |
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Developing Chobani's Unique Greek Yogurt |
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2 | (1) |
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2 | (1) |
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Chobani, Marketing, and You |
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3 | (1) |
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4 | (2) |
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Marketing and Your Career |
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4 | (1) |
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Marketing: Delivering Benefits to the Organization, Its Stakeholders, and Society |
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4 | (1) |
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The Diverse Elements Influencing Marketing Actions |
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5 | (1) |
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What Is Needed for Marketing to Occur |
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6 | (1) |
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How Marketing Discovers and Satisfies Consumer Needs |
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6 | (4) |
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Discovering Consumer Needs |
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7 | (1) |
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The Challenge: Meeting Consumer Needs with New Products |
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7 | (2) |
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Satisfying Consumer Needs |
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9 | (1) |
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The Marketing Program: How Customer Relationships Are Built |
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10 | (3) |
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Relationship Marketing: Easy to Understand, Hard to Do |
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10 | (1) |
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The Marketing Program and Market Segments |
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11 | (1) |
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3M's Strategy and Marketing Program to Help Students Study |
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11 | (2) |
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How Marketing Became So Important |
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13 | (3) |
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Evolution of the Market Orientation |
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13 | (1) |
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Ethics and Social Responsibility: Balancing Interests of Groups |
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14 | (1) |
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The Breadth and Depth of Marketing |
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15 | (1) |
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Learning Objectives Review |
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16 | (1) |
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17 | (1) |
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17 | (1) |
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Applying Marketing Knowledge |
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17 | (1) |
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Building Your Marketing Plan |
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18 | (2) |
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Video Case 1: Chobani: Making Greek Yogurt a Household Name |
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18 | (2) |
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20 | (1) |
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21 | (1) |
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2 Developing Successful Organizational And Marketing Strategies |
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22 | (40) |
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Starting a Business by Getting an "A" in an Ice Cream-Making Course! |
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22 | (1) |
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23 | (3) |
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23 | (1) |
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Making Responsible Decisions: Using Social Entrepreneurship to Help People |
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24 | (1) |
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24 | (1) |
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The Structure of Today's Organizations |
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25 | (1) |
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Strategy in Visionary Organizations |
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26 | (5) |
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Organizational Foundation: Why Does It Exist? |
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26 | (1) |
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Organizational Direction: What Will It Do? |
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27 | (2) |
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Organizational Strategies: How Will It Do It? |
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29 | (1) |
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Tracking Strategic Performance with Marketing Dashboards |
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29 | (2) |
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Using Marketing Dashboards: How Well Is Ben & Jerry's Doing? |
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31 | (1) |
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Setting Strategic Directions |
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31 | (4) |
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A Look Around: Where Are We Now? |
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31 | (1) |
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Growth Strategies: Where Do We Want to Go? |
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32 | (3) |
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The Strategic Marketing Process |
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35 | (7) |
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The Planning Phase of the Strategic Marketing Process |
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36 | (3) |
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The Implementation Phase of the Strategic Marketing Process |
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39 | (2) |
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The Evaluation Phase of the Strategic Marketing Process |
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41 | (1) |
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Learning Objectives Review |
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42 | (1) |
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43 | (1) |
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43 | (1) |
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Applying Marketing Knowledge |
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44 | (1) |
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Building Your Marketing Plan |
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44 | (2) |
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Video Case 2: IBM: Using Strategy to Build a "Smarter Planet" |
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44 | (2) |
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46 | (1) |
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47 | (1) |
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Appendix A Building an Effective Marketing Plan |
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48 | (14) |
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3 Understanding The Marketing Environment, Ethical Behavior, And Social Responsibility |
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62 | (24) |
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How Do You Attract 1 Billion Customers? Move Fast and Break Things! |
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62 | (2) |
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Facebook and the Influence of Environmental Forces |
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62 | (1) |
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63 | (1) |
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64 | (1) |
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An Environmental Scan of Today's Marketplace |
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64 | (1) |
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64 | (3) |
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64 | (2) |
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Making Responsible Decisions: Millennials Are Going to Change the World! |
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66 | (1) |
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66 | (1) |
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67 | (2) |
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67 | (1) |
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67 | (2) |
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69 | (1) |
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69 | (1) |
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Technology's Impact on Customer Value |
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70 | (1) |
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70 | (1) |
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Alternative Forms of Competition |
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70 | (1) |
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Small Businesses as Competitors |
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71 | (1) |
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71 | (2) |
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71 | (1) |
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Protecting Producers and Consumers |
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72 | (1) |
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Control through Self-Regulation |
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73 | (1) |
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Understanding Ethical Marketing Behavior |
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73 | (3) |
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Societal Culture and Norms |
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73 | (1) |
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Business Culture and Industry Practices |
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74 | (1) |
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Making Responsible Decisions: Corporate Conscience in the Cola War |
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75 | (1) |
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Corporate Culture and Expectations |
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75 | (1) |
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Your Personal Moral Philosophy and Ethical Behavior |
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76 | (1) |
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Understanding Social Responsibility in Marketing |
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76 | (2) |
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Three Concepts of Social Responsibility |
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76 | (2) |
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Marketing Matters: Will Consumers Switch Brands for a Cause? Yes, If... |
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78 | (1) |
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Sustainable Development: Doing Well by Doing Good |
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78 | (1) |
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Learning Objectives Review |
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78 | (1) |
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79 | (1) |
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80 | (1) |
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Applying Marketing Knowledge |
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80 | (1) |
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Building Your Marketing Plan |
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80 | (4) |
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Video Case 3: Toyota: Building Cleaner, Greener Cars |
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81 | (3) |
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84 | (1) |
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85 | (1) |
| Part 2 Understanding Buyers and Markets |
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4 Understanding Consumer Behavior |
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86 | (28) |
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Enlightened Carmakers Know What Custom(h)ers and Influenc(h)ers Value |
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86 | (2) |
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Consumer Purchase Decision Process and Experience |
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88 | (6) |
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Problem Recognition: Perceiving a Need |
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88 | (1) |
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Information Search: Seeking Value |
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88 | (1) |
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Alternative Evaluation: Assessing Value |
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89 | (1) |
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Purchase Decision: Buying Value |
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90 | (1) |
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Postpurchase Behavior: Realizing Value |
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90 | (1) |
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Marketing Matters: How Much Is a Satisfied Customer Worth? |
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91 | (1) |
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Consumer Involvement Affects Problem Solving |
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91 | (2) |
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Situational Influences That Affect Purchase Decisions |
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93 | (1) |
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Psychological Influences on Consumer Behavior |
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94 | (7) |
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Consumer Motivation and Personality |
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94 | (2) |
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Making Responsible Decisions: The Ethics of Subliminal Messages |
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96 | (1) |
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96 | (2) |
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98 | (1) |
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Consumer Values, Beliefs, and Attitudes |
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98 | (1) |
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99 | (2) |
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Sociocultural Influences on Consumer Behavior |
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101 | (7) |
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101 | (1) |
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Marketing Matters: BzzAgentThe Buzz Experience |
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102 | (1) |
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Reference Group Influence |
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103 | (1) |
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103 | (3) |
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Culture and Subculture Influences |
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106 | (2) |
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Learning Objectives Review |
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108 | (1) |
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108 | (1) |
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109 | (1) |
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Applying Marketing Knowledge |
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109 | (1) |
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Building Your Marketing Plan |
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109 | (3) |
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Video Case 4: Groupon: Helping Consumers with Purchase Decisions |
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110 | (2) |
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112 | (1) |
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113 | (1) |
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5 Understanding Organizations As Customers |
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114 | (20) |
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Buying Is Marketing Too! Purchasing Publication Paper for JCPenney |
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114 | (2) |
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The Nature and Size of Organizational Markets |
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116 | (1) |
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116 | (1) |
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116 | (1) |
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117 | (1) |
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Measuring Domestic and Global Industrial, Reseller, and Government Markets |
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117 | (1) |
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Characteristics of Organizational Buying |
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118 | (5) |
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118 | (1) |
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Size of the Order or Purchase |
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119 | (1) |
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Number of Potential Buyers |
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120 | (1) |
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Organizational Buying Objectives |
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120 | (1) |
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Organizational Buying Criteria |
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120 | (1) |
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BuyerSeller Relationships and Supply Partnerships |
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121 | (1) |
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Marketing Matters: At Milsco Manufacturing, "Our Marketing Philosophy Is Designed to Develop Partnerships" and Deliver a Great Ride for Customers' Seats |
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122 | (1) |
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Making Responsible Decisions: Sustainable Procurement for Sustainable Growth at Starbucks |
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123 | (1) |
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The Organizational Buying Process and the Buying Center |
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123 | (3) |
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Stages in the Organizational Buying Process |
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123 | (1) |
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The Buying Center: A Cross-Functional Group |
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123 | (3) |
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Online Buying in Organizational Markets |
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126 | (3) |
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Prominence of Online Buying in Organizational Markets |
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126 | (1) |
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E-Marketplaces: Virtual Organizational Markets |
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126 | (1) |
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Marketing Matters: eBay Means Business for Entrepreneurs |
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127 | (1) |
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Online Auctions in Organizational Markets |
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127 | (2) |
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Learning Objectives Review |
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129 | (1) |
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129 | (1) |
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130 | (1) |
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Applying Marketing Knowledge |
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130 | (1) |
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Building Your Marketing Plan |
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130 | (3) |
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Video Case 5: Trek: Building Better Bikes through Organizational Buying |
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130 | (3) |
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133 | (1) |
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133 | (1) |
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6 Understanding And Reaching Global Consumers And Markets |
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134 | (26) |
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Building a Billion Dollar Business in India the Dell Inc. Way |
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134 | (2) |
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Marketing in a Borderless Economic World |
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136 | (7) |
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Decline of Economic Protectionism |
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136 | (1) |
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Making Responsible Decisions: Global Ethics and Global EconomicsThe Case of Protectionism |
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137 | (1) |
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Rise of Economic Integration |
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137 | (2) |
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A New Reality: Global Competition among Global Companies for Global Consumers |
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139 | (2) |
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Marketing Matters: The Global TeenagerA Market of 2 Billion Voracious Consumers |
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141 | (1) |
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Emergence of a Networked Global Marketspace |
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141 | (1) |
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Growing Prevalence of Economic Espionage |
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142 | (1) |
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A Global Environmental Scan |
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143 | (5) |
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143 | (2) |
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145 | (3) |
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Political-Regulatory Climate |
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148 | (1) |
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Comparing Global Market-Entry Strategies |
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148 | (3) |
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148 | (1) |
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Marketing Matters: Creative Cosmetics and Creative Export Marketing in Japan |
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149 | (1) |
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150 | (1) |
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150 | (1) |
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151 | (1) |
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Crafting a Worldwide Marketing Program |
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151 | (3) |
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Product and Promotion Strategies |
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151 | (2) |
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153 | (1) |
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154 | (1) |
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Learning Objectives Review |
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154 | (1) |
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155 | (1) |
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155 | (1) |
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Applying Marketing Knowledge |
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155 | (1) |
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Building Your Marketing Plan |
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156 | (3) |
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Video Case 6: Mary Kay, Inc.: Building a Brand in India |
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156 | (3) |
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159 | (1) |
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159 | (1) |
| Part 3 Targeting Marketing Opportunities |
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7 Marketing Research: From Customer Insights To Actions |
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160 | (28) |
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Reducing the Risk of a Movie's Failure with Test Screenings and Tracking Studies |
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160 | (2) |
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160 | (1) |
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The Risks of Today's (and Tomorrow's) Blockbuster Movies |
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160 | (1) |
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Converting Marketing Research Results into Actions |
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161 | (1) |
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The Role of Marketing Research |
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162 | (1) |
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What Is Marketing Research? |
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162 | (1) |
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The Challenges in Doing Good Marketing Research |
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162 | (1) |
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Five-Step Marketing Research Approach |
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162 | (1) |
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Step 1: Define the Problem |
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163 | (1) |
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Set the Research Objectives |
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163 | (1) |
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Identify Possible Marketing Actions |
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163 | (1) |
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Step 2: Develop the Research Plan |
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163 | (2) |
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164 | (1) |
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Identify Data Needed for Marketing Actions |
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164 | (1) |
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Determine How to Collect Data |
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164 | (1) |
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Step 3: Collect Relevant Information |
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165 | (11) |
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165 | (1) |
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166 | (1) |
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Advantages and Disadvantages of Secondary Data |
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166 | (1) |
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Marketing Matters: Online Databases and Internet Resources Useful to Marketers |
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167 | (1) |
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Primary Data: Watching People |
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167 | (2) |
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Primary Data: Asking People |
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169 | (2) |
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Primary Data: Other Sources |
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171 | (3) |
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Using Marketing Dashboards: Are the Carmex Social Media Programs Working Well? |
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174 | (1) |
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Advantages and Disadvantages of Primary Data |
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175 | (1) |
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176 | (3) |
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176 | (1) |
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Making Responsible Decisions: No More Personal Secrets: The Downside of Data Mining |
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177 | (1) |
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178 | (1) |
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Step 5: Take Marketing Actions |
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179 | (1) |
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Make Action Recommendations |
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179 | (1) |
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Implement the Action Recommendations |
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180 | (1) |
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180 | (1) |
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Sales Forecasting Techniques |
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180 | (2) |
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Judgments of the Decision Maker |
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180 | (1) |
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181 | (1) |
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Surveys of Knowledgeable Groups |
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181 | (1) |
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Learning Objectives Review |
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182 | (1) |
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183 | (1) |
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183 | (1) |
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Applying Marketing Knowledge |
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183 | (1) |
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Building Your Marketing Plan |
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184 | (2) |
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Video Case 7: Carmex (A): Leveraging Facebook for Marketing Research |
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184 | (2) |
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186 | (1) |
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187 | (1) |
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8 Market Segmentation, Targeting, And Positioning |
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188 | (24) |
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Zappos.com's Strategy: Segments + Service = "Wow" |
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188 | (2) |
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A Clear Market Segmentation Strategy |
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188 | (1) |
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Delivering WOW Customer Service |
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188 | (2) |
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190 | (4) |
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What Market Segmentation Means |
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190 | (1) |
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When and How to Segment Markets |
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191 | (3) |
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Steps in Segmenting and Targeting Markets |
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194 | (11) |
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Step 1: Group Potential Buyers into Segments |
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194 | (1) |
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Marketing Matters: To Which "Flock" Do You Belong? |
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195 | (3) |
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Step 2: Group Products to Be Sold into Categories |
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198 | (1) |
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Step 3: Develop a Market-Product Grid and Estimate the Size of Markets |
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199 | (1) |
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Step 4: Select Target Markets |
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200 | (1) |
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Step 5: Take Marketing Actions to Reach Target Markets |
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201 | (2) |
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Market-Product Synergies: A Balancing Act |
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203 | (1) |
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Marketing Matters: Apple's Segmentation StrategyCamp Runamok No Longer |
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204 | (1) |
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205 | (2) |
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Two Approaches to Product Positioning |
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205 | (1) |
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Crafting a Formal Positioning Statement |
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205 | (1) |
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Product Positioning Using Perceptual Maps |
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205 | (1) |
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A Perceptual Map to Reposition Chocolate Milk for Adults |
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206 | (1) |
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Learning Objectives Review |
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207 | (1) |
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207 | (1) |
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208 | (1) |
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Applying Marketing Knowledge |
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208 | (1) |
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Building Your Marketing Plan |
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208 | (3) |
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Video Case 8: Prince Sports, Inc.: Tennis Racquets for Every Segment |
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208 | (3) |
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211 | (1) |
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211 | (1) |
| Part 4 Satisfying Marketing Opportunities |
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9 Developing New Products And Services |
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212 | (30) |
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Apple: The World-Class New-Product Machine |
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212 | (1) |
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Apple's Innovation Machine |
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212 | (1) |
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CarPlay: Improving How You Use Your iPhone® in Your Car |
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213 | (1) |
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What Are Products and Services? |
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213 | (7) |
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A Look at Goods, Services, and Ideas |
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214 | (1) |
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215 | (1) |
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216 | (1) |
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The Uniqueness of Services |
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217 | (1) |
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Assessing and Improving Service Quality |
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218 | (1) |
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Product Classes, Forms, Items, Lines, and Mixes |
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219 | (1) |
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Marketing Matters: Feature Bloat: Geek Squad to the Rescue! |
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220 | (1) |
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New Products and Why They Succeed or Fail |
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220 | (5) |
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220 | (2) |
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Why Products and Services Succeed or Fail |
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222 | (2) |
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Using Marketing Dashboards: Which States Are Underperforming? |
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224 | (1) |
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How Marketing Dashboards Can Improve New-Product Performance |
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225 | (1) |
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225 | (8) |
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Stage 1: New-Product Strategy Development |
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225 | (1) |
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226 | (3) |
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Stage 3: Screening and Evaluation |
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229 | (1) |
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Stage 4: Business Analysis |
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229 | (1) |
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230 | (1) |
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230 | (1) |
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Stage 7: Commercialization |
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231 | (2) |
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Learning Objectives Review |
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233 | (1) |
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234 | (1) |
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235 | (1) |
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Applying Marketing Knowledge |
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235 | (1) |
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Building Your Marketing Plan |
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235 | (4) |
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Video Case 9: X-1: Breaking the Barriers of Sound with New-Product Development |
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236 | (3) |
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239 | (2) |
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241 | (1) |
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10 Managing Successful Products, Services, And Brands |
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242 | (30) |
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Gatorade: Bringing Science to Sweat to Win from Within |
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242 | (2) |
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Creating the Gatorade Brand |
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242 | (1) |
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Building the Gatorade Brand |
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242 | (2) |
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Charting the Product Life Cycle |
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244 | (7) |
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244 | (2) |
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246 | (1) |
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247 | (1) |
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247 | (1) |
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Marketing Matters: Will E-mail Spell Extinction for Fax Machines? |
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248 | (1) |
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Three Aspects of the Product Life Cycle |
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248 | (3) |
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Managing the Product Life Cycle |
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251 | (3) |
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Role of a Product Manager |
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251 | (1) |
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251 | (1) |
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Using Marketing Dashboards: Knowing Your CDI and BDI |
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252 | (1) |
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252 | (1) |
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Repositioning the Product |
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253 | (1) |
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Making Responsible Decisions: Consumer Economics of DownsizingGet Less, Pay More |
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254 | (1) |
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Branding and Brand Management |
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254 | (6) |
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Brand Personality and Brand Equity |
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255 | (2) |
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Picking a Good Brand Name |
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257 | (1) |
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258 | (2) |
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Packaging and Labeling Products |
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260 | (2) |
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Creating Customer Value and Competitive Advantage through Packaging and Labeling |
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260 | (1) |
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Marketing Matters: Creating Customer Value through PackagingPez Heads Dispense More than Candy |
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261 | (1) |
|
Packaging and Labeling Challenges and Responses |
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262 | (1) |
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Managing the Marketing of Services |
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262 | (3) |
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263 | (1) |
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263 | (1) |
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263 | (1) |
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263 | (1) |
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264 | (1) |
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264 | (1) |
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264 | (1) |
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Learning Objectives Review |
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265 | (1) |
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266 | (1) |
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266 | (1) |
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Applying Marketing Knowledge |
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266 | (1) |
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Building Your Marketing Plan |
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267 | (3) |
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Video Case 10: P&G's Secret Deodorant: Finding Inspiration in Perspiration |
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267 | (3) |
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270 | (1) |
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271 | (1) |
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11 Pricing Products And Services |
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272 | (26) |
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Vizio, Inc.Delivering Beautifully Simple Products at a Great Value |
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272 | (2) |
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Recognizing the Nature and Importance of Price |
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274 | (2) |
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274 | (1) |
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Price as an Indicator of Value |
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275 | (1) |
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Price in the Marketing Mix |
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276 | (1) |
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General Pricing Approaches |
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276 | (6) |
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Demand-Oriented Pricing Approaches |
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276 | (2) |
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Marketing Matters: Energizer's Lesson in Price PerceptionValue Lies in the Eye of the Beholder |
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278 | (1) |
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Cost-Oriented Pricing Approaches |
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278 | (1) |
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Profit-Oriented Pricing Approaches |
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279 | (1) |
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Competition-Oriented Pricing Approaches |
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280 | (1) |
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Using Marketing Dashboards: Are Red Bull Prices Above, At, or Below the Market? |
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281 | (1) |
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Estimating Demand and Revenue |
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282 | (3) |
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282 | (1) |
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Price Elasticity of Demand |
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283 | (1) |
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Fundamentals of Estimating Revenue |
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284 | (1) |
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Determining Cost, Volume, and Profit Relationships |
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285 | (2) |
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The Importance of Controlling Costs |
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285 | (1) |
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285 | (2) |
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Pricing Objectives and Constraints |
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287 | (2) |
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Identifying Pricing Objectives |
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287 | (1) |
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Identifying Pricing Constraints |
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288 | (1) |
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289 | (3) |
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Step 1: Select an Approximate Price Level |
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289 | (1) |
|
Making Responsible Decisions: Flexible PricingIs There Discrimination in Bargaining for a New Car? |
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290 | (1) |
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Step 2: Set the List or Quoted Price |
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290 | (1) |
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Step 3: Make Special Adjustments to the List or Quoted Price |
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290 | (2) |
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Learning Objectives Review |
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292 | (1) |
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293 | (1) |
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293 | (1) |
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Applying Marketing Knowledge |
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293 | (1) |
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Building Your Marketing Plan |
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294 | (2) |
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Video Case 11: Carmex (B): Setting the Price of the Number One Lip Balm |
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294 | (2) |
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296 | (1) |
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297 | (1) |
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12 Managing Marketing Channels And Supply Chains |
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298 | (26) |
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Callaway Golf: Designing and Delivering the Goods for Great Golf |
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298 | (2) |
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Nature and Importance of Marketing Channels |
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300 | (2) |
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What Is a Marketing Channel of Distribution? |
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300 | (1) |
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How Customer Value Is Created by Intermediaries |
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300 | (2) |
|
Marketing Channel Structure and Organization |
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302 | (6) |
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Marketing Channels for Consumer Products and Services |
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302 | (1) |
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Marketing Channels for Business Products and Services |
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303 | (1) |
|
Internet Marketing Channels |
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304 | (1) |
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Direct and Multichannel Marketing |
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305 | (1) |
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Dual Distribution and Strategic Channel Alliances |
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305 | (1) |
|
Marketing Matters: Nestle and General MillsCereal Partners Worldwide |
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306 | (1) |
|
Vertical Marketing Systems |
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306 | (2) |
|
Marketing Channel Choice and Management |
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308 | (4) |
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Factors Affecting Channel Choice and Management |
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308 | (2) |
|
Using Marketing Dashboards: Channel Sales and Profit at Charlesburg Furniture |
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310 | (1) |
|
Managing Channel Relationships: Conflict and Cooperation |
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310 | (2) |
|
Logistics and Supply Chain Management |
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312 | (4) |
|
Supply Chains versus Marketing Channels |
|
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312 | (1) |
|
Sourcing, Assembling, and Delivering a New Car: The Automotive Supply Chain |
|
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313 | (1) |
|
Supply Chain Management and Marketing Strategy |
|
|
314 | (1) |
|
Marketing Matters: IBM's Integrated Supply ChainDelivering a Total Solution for Its Customers |
|
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315 | (1) |
|
Two Concepts of Logistics Management in a Supply Chain |
|
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316 | (1) |
|
Total Logistics Cost Concept |
|
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316 | (1) |
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316 | (1) |
|
Closing the Loop: Reverse Logistics |
|
|
317 | (1) |
|
Making Responsible Decisions: Reverse Logistics and Green Marketing Go Together at Hewlett-Packard: Recycling e-Waste |
|
|
318 | (1) |
|
Learning Objectives Review |
|
|
318 | (1) |
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319 | (1) |
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320 | (1) |
|
Applying Marketing Knowledge |
|
|
320 | (1) |
|
Building Your Marketing Plan |
|
|
320 | (3) |
|
Video Case 12: Amazon: Delivering the Earth's Biggest Selection! |
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321 | (2) |
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323 | (1) |
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323 | (1) |
|
13 Retailing And Wholesaling |
|
|
324 | (26) |
|
If You Like to Shop, You Will Love Google Glass(es)! |
|
|
324 | (2) |
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326 | (1) |
|
Consumer Utilities Offered by Retailing |
|
|
326 | (1) |
|
The Global Economic Impact of Retailing |
|
|
327 | (1) |
|
Classifying Retail Outlets |
|
|
327 | (4) |
|
Making Responsible Decisions: What Color Is Your Retailer? Is It Green? |
|
|
328 | (1) |
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328 | (1) |
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329 | (1) |
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330 | (1) |
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331 | (4) |
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331 | (1) |
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332 | (1) |
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333 | (1) |
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333 | (1) |
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334 | (1) |
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334 | (1) |
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335 | (4) |
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335 | (1) |
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336 | (1) |
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337 | (1) |
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337 | (1) |
|
Using Marketing Dashboards: Why Apple Stores May Be the Best in the United States! |
|
|
338 | (1) |
|
The Changing Nature of Retailing |
|
|
339 | (2) |
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339 | (1) |
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340 | (1) |
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341 | (2) |
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341 | (1) |
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342 | (1) |
|
Manufacturer's Branches and Offices |
|
|
342 | (1) |
|
Learning Objectives Review |
|
|
343 | (1) |
|
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|
343 | (1) |
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|
|
344 | (1) |
|
Applying Marketing Knowledge |
|
|
344 | (1) |
|
Building Your Marketing Plan |
|
|
345 | (2) |
|
Video Case 13: Mall of America®: Shopping and a Whole Lot More |
|
|
345 | (2) |
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|
347 | (2) |
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|
349 | (1) |
|
14 Integrated Marketing Communications And Direct Marketing |
|
|
350 | (24) |
|
What Are They Saying on the Twittersphere? Yo Quiero Taco Bell! |
|
|
350 | (2) |
|
The Communication Process |
|
|
352 | (2) |
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353 | (1) |
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354 | (1) |
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354 | (1) |
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354 | (4) |
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354 | (1) |
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355 | (1) |
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356 | (1) |
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357 | (1) |
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|
357 | (1) |
|
Integrated Marketing CommunicationsDeveloping the Promotional Mix |
|
|
358 | (3) |
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|
358 | (1) |
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|
358 | (1) |
|
Marketing Matters: How Can You Reach Today's College Students? With Mobile Marketing! |
|
|
359 | (1) |
|
|
|
360 | (1) |
|
Developing an IMC Program |
|
|
361 | (3) |
|
Identifying the Target Audience |
|
|
361 | (1) |
|
Specifying Promotion Objectives |
|
|
362 | (1) |
|
Setting the Promotion Budget |
|
|
362 | (1) |
|
Selecting the Right Promotional Tools |
|
|
362 | (1) |
|
Using Marketing Dashboards: How Much Should You Spend on IMC? |
|
|
363 | (1) |
|
|
|
363 | (1) |
|
|
|
364 | (1) |
|
Executing and Assessing the Promotion Program |
|
|
364 | (2) |
|
|
|
366 | (2) |
|
The Growth of Direct Marketing |
|
|
366 | (1) |
|
The Value of Direct Marketing |
|
|
366 | (1) |
|
Technological, Global, and Ethical Issues in Direct Marketing |
|
|
367 | (1) |
|
Making Responsible Decisions: What Is the Future of Your Privacy? |
|
|
368 | (1) |
|
Learning Objectives Review |
|
|
368 | (1) |
|
|
|
369 | (1) |
|
|
|
369 | (1) |
|
Applying Marketing Knowledge |
|
|
369 | (1) |
|
Building Your Marketing Plan |
|
|
370 | (2) |
|
Video Case 14: Taco Bell: Using IMC to Help Customers Live Mas! |
|
|
370 | (2) |
|
|
|
372 | (1) |
|
|
|
373 | (1) |
|
15 Advertising, Sales Promotion, And Public Relations |
|
|
374 | (28) |
|
What Is the Killer App of Advertising? Television! |
|
|
374 | (2) |
|
|
|
376 | (2) |
|
|
|
376 | (1) |
|
Institutional Advertisements |
|
|
377 | (1) |
|
Developing the Advertising Program |
|
|
378 | (9) |
|
Identifying the Target Audience |
|
|
378 | (1) |
|
Specifying Advertising Objectives |
|
|
378 | (1) |
|
Setting the Advertising Budget |
|
|
378 | (1) |
|
Designing the Advertisement |
|
|
379 | (1) |
|
Selecting the Right Media |
|
|
380 | (1) |
|
Using Marketing Dashboards: What Is the Best Way to Reach 1,000 Customers? |
|
|
381 | (1) |
|
Different Media Alternatives |
|
|
382 | (3) |
|
Making Responsible Decisions: Who Is Responsible for Click Fraud? |
|
|
385 | (1) |
|
Scheduling the Advertising |
|
|
386 | (1) |
|
Executing the Advertising Program |
|
|
387 | (1) |
|
Pretesting the Advertising |
|
|
387 | (1) |
|
Carrying Out the Advertising Program |
|
|
387 | (1) |
|
Assessing the Advertising Program |
|
|
388 | (1) |
|
Posttesting the Advertising |
|
|
388 | (1) |
|
|
|
388 | (1) |
|
|
|
389 | (4) |
|
Consumer-Oriented Sales Promotions |
|
|
389 | (2) |
|
Trade-Oriented Sales Promotions |
|
|
391 | (2) |
|
|
|
393 | (1) |
|
Learning Objectives Review |
|
|
394 | (1) |
|
|
|
394 | (1) |
|
|
|
395 | (1) |
|
Applying Marketing Knowledge |
|
|
395 | (1) |
|
Building Your Marketing Plan |
|
|
396 | (3) |
|
Video Case 15: Google, Inc.: The Right Ads at the Right Time |
|
|
396 | (3) |
|
|
|
399 | (2) |
|
|
|
401 | (1) |
|
16 Using Social Media To Connect With Consumers |
|
|
402 | (26) |
|
How to Connect with Today's College Student? Try Facebook and Twitted |
|
|
402 | (1) |
|
Finding Volunteers for Freshman Move-In Day |
|
|
402 | (1) |
|
College Students and Social Media |
|
|
402 | (1) |
|
Understanding Social Media |
|
|
403 | (3) |
|
|
|
403 | (2) |
|
Comparing Social and Traditional Media |
|
|
405 | (1) |
|
A Look at Four Important Social Networks |
|
|
406 | (7) |
|
Comparing Four Social Networks |
|
|
406 | (1) |
|
|
|
406 | (3) |
|
|
|
409 | (1) |
|
|
|
410 | (1) |
|
|
|
411 | (1) |
|
Marketing Matters: What Are Some of Your Other Favorite Social Networks? |
|
|
412 | (1) |
|
Integrating Social Media into Today's Marketing Strategies |
|
|
413 | (5) |
|
Social Media and the Strategic Marketing Process |
|
|
413 | (1) |
|
Selecting the Social Network |
|
|
413 | (1) |
|
How Social Media Produce Sales |
|
|
414 | (1) |
|
Measuring the Results of Social Media Programs |
|
|
415 | (2) |
|
Carmex Goes Viral with Luck and a LeBron James Bear Hug |
|
|
417 | (1) |
|
The Future: Social Media + Smartphones + Exotic Apps |
|
|
418 | (3) |
|
The Convergence of Real and Digital Worlds |
|
|
418 | (2) |
|
Mobile Marketing: Tightening Links to Marketing Actions |
|
|
420 | (1) |
|
|
|
420 | (1) |
|
Learning Objectives Review |
|
|
421 | (1) |
|
|
|
422 | (1) |
|
|
|
423 | (1) |
|
Applying Marketing Knowledge |
|
|
424 | (1) |
|
Building Your Marketing Plan |
|
|
424 | (2) |
|
Video Case 16: StuffDOT, Inc.: Rewarding Users for Actively Shopping and Sharing! |
|
|
424 | (2) |
|
|
|
426 | (1) |
|
|
|
427 | (1) |
|
17 Personal Selling And Sales Management |
|
|
428 | (24) |
|
Meet Today's Successful Sales Professional |
|
|
428 | (2) |
|
Scope and Significance of Personal Selling and Sales Management |
|
|
430 | (2) |
|
Nature of Personal Selling and Sales Management |
|
|
430 | (1) |
|
Selling Happens Almost Everywhere |
|
|
430 | (1) |
|
Personal Selling in Marketing |
|
|
431 | (1) |
|
Creating Customer Solutions and Value through Salespeople: Relationship Selling |
|
|
431 | (1) |
|
Marketing Matters: Science and Selling: Is Customer Value Creation in Your Genes? |
|
|
432 | (1) |
|
The Many Forms of Personal Selling |
|
|
432 | (2) |
|
|
|
432 | (1) |
|
Order-Getting Salespeople |
|
|
433 | (1) |
|
The Personal Selling Process: Building Relationships |
|
|
434 | (6) |
|
Prospecting: Identifying and Qualifying Prospective Customers |
|
|
434 | (1) |
|
Preapproach: Preparing for the Sales Call |
|
|
435 | (1) |
|
Approach: Making the First Impression |
|
|
436 | (1) |
|
Presentation: Tailoring a Solution for a Customer's Needs |
|
|
437 | (1) |
|
Marketing Matters: Imagine This... Putting the Customer into Customer Solutions! |
|
|
438 | (1) |
|
Close: Asking for the Customer's Order or Business |
|
|
439 | (1) |
|
Follow-up: Solidifying the Relationship |
|
|
439 | (1) |
|
The Sales Management Process |
|
|
440 | (7) |
|
Sales Plan Formulation: Setting Direction |
|
|
440 | (2) |
|
Sales Plan Implementation: Putting the Plan into Action |
|
|
442 | (1) |
|
Marketing Matters: What Is Your Emotional Intelligence? Test Yourself and See. |
|
|
443 | (1) |
|
Salesforce Evaluation: Measuring Results |
|
|
444 | (1) |
|
Using Marketing Dashboards: Tracking Salesperson Performance at Moore Chemical & Sanitation Supply, Inc. |
|
|
445 | (1) |
|
Salesforce Automation and Customer Relationship Management |
|
|
446 | (1) |
|
Learning Objectives Review |
|
|
447 | (1) |
|
|
|
447 | (1) |
|
|
|
448 | (1) |
|
Applying Marketing Knowledge |
|
|
448 | (1) |
|
Building Your Marketing Plan |
|
|
448 | (2) |
|
Video Case 17: Xerox: Building Customer Relationships through Personal Selling |
|
|
449 | (1) |
|
|
|
450 | (1) |
|
|
|
451 | (1) |
|
18 Implementing Interactive And Multichannel Marketing |
|
|
452 | (36) |
|
Seven Cycles Delivers Just One Bike. Yours. |
|
|
452 | (2) |
|
Creating Customer Value, Relationships, and Experiences in Marketspace |
|
|
454 | (6) |
|
Creating Customer Value in Marketspace |
|
|
454 | (2) |
|
Creating Interactivity, Individuality, and Customer Relationships in Marketspace |
|
|
456 | (1) |
|
Creating an Online Customer Experience |
|
|
457 | (3) |
|
Using Marketing Dashboards: Sizing Up Site Stickiness at Sewell Automobile Companies |
|
|
460 | (1) |
|
Online Consumer Behavior and Marketing Practice in Marketspace |
|
|
460 | (7) |
|
Who Is the Online Consumer? |
|
|
460 | (1) |
|
Marketing Matters: Meet Today's Internet Mom on a Mission |
|
|
461 | (1) |
|
What Online Consumers Buy |
|
|
461 | (1) |
|
Why Consumers Shop and Buy Online |
|
|
462 | (4) |
|
Making Responsible Decisions: Who Is Responsible for Internet Privacy and Security? |
|
|
466 | (1) |
|
When and Where Online Consumers Shop and Buy |
|
|
466 | (1) |
|
Cross-Channel Shoppers and Multichannel Marketing |
|
|
467 | (2) |
|
Who Is the Cross-Channel Shopper? |
|
|
467 | (1) |
|
Implementing Multichannel Marketing |
|
|
467 | (2) |
|
Learning Objectives Review |
|
|
469 | (1) |
|
|
|
469 | (1) |
|
|
|
470 | (1) |
|
Applying Marketing Knowledge |
|
|
470 | (1) |
|
Building Your Marketing Plan |
|
|
470 | (4) |
|
Video Case 18: Pizza Hut and imc2: Becoming a Multichannel Marketer |
|
|
471 | (3) |
|
|
|
474 | (1) |
|
|
|
474 | (1) |
|
Appendix B Planning a Career in Marketing |
|
|
475 | (13) |
| Glossary |
|
488 | (7) |
| Name Index |
|
495 | (5) |
| Company/Product Index |
|
500 | (6) |
| Subject Index |
|
506 | |
