The World of Marketing

The World of Marketing

Chapter1 An Overview of Marketing

Chapter 1 An Overview of Marketing

Marketing Management Philosophies

What Is Marketing?

The Concept of Exchange

Sales Orientation

Production Orientation

Marketing Orientation

Societal Marketing Orientation

The Differences Between Sales and Marketing Orientations

The Organization s Focus

Ethics in Marketing:“Alcopops :An Ethical Dilemma for U.S.Brewers

The Firm s Business

Those to Whom the Product Is Directed

The Firm s Primary Goal

Implementation of the Marketing Concept

Tools the Organization Uses to Achieve Its Goals

A Word of Caution

Front - Line Experiences for Management

Changes in Authority and Responsibility

The Marketing Process

Global Perspectives: China: A $300 Billion Consumer Market

Marketing Offers Outstanding Career Opportunities

Marketing Plays an Important Role in Society

Marketing Is Important to Businesses

Why Study Marketing?

Marketing and Small Business: Choosing a Francbisor

Looking Ahead

Marketing Affects Your Life Everyday

Key Terms

Summary

Looking Back

Discussion and Writing Questions

Application for Small Business

Video Case: Lanier Worldwide

Chapter 2 Strategic Planning Developing and Implementing a Marketing Plan

Chapter2 Strategic Planning: Developing and Implementing a Marketing Plan

The Nature of Strategic Planning

What Is a Marketing Plan?

Why Write a Marketing Plan?

Marketing Plan Elements

Define the Business Mission

Set Marketing Plan Objectives

Conduct a Situation Analysis

Global Perspectives: A Traffic fam of Auto Makers

Strategic Windows

Strategic Alternatives

Marketing and Small Business: Pickle Queen fumps Through a Strategic Window

Selecting a Strategic Alternative

Differential Advantage

Target Market Strategy

Describe the Marketing Strategy

The Marketing Mix

Implementation, Evaluation, and Control of the Marketing Plan

Writing the Marketing Plan

Effective Strategic Planning

Looking Back

Summary

Key Terms

Discussion and Writing Questions

Video Case: New England Culinary Institute

Application for Small Business

Chapter3 The Marketing Environment

Chapter 3 The Marketing Environment

The External Marketing Environment

Understanding the External Environment

Environmental Management

Social Factors

Marketing-Oriented Values of the 1990s

The Growth of Component Lifestyles

The Changing Role of Families and Working Women

Ethics in Marketing: Why Do Women Pay More?

Is It a New Social Trend or a Fad?

Demographic Factors

Today s Preteens: Born to Shop

Teenagers: Lots of Money and Strong Opinions

Generation X: Savvy and Cynical

Marketing and Small Business: Mrs. fones“Runs It Up the Flagpole

Baby Boomers: America s Mass Market

Older Consumers: Not Just Grandparents

Americans on the Move

Growing Ethnic Markets

Ethnic and Cultural Diversity

Rising Incomes

Economic Factors

Inflation

Recession

Technological and Resource Factors

Political and Legal Factors

Federal Legislation

State Laws

Regulatory Agencies

Competitive Factors

The Economics of Competition

Competition for Market Share

Global Competition

Global Perspectives: Pepsi Retools for More Intensive Global Competition

Looking Back

Key Terms

Summary

Discussion and Writing Questions

Application for Small Business

Video Case: Life Fitness Company

Chapter4 Developing a Global Vision

Chapter 4 Developing a Global Vision

The Rewards of Global Marketing

The Importance of Global Marketing to the United States

Multinational Firms

The Multinational Advantage

Ethics in Marketing: Governments Don t Always“Play Fair in Global Trade

Global Marketing Standardization

The External Environment Facing Global Marketers

Culture

Economic and Technological Development

Marketing and Small Business: The Video Van Distribution Channel Works In India

Political Structure

Demographic Makeup

Natural Resources

Global Marketing by the Individual Firm

Export

Licensing

Contract Manufacturing

Joint Venture

Direct Investment

The Global Marketing Mix

Product and Promotion

Pricing

Meeting ISO 9000 Standards

Distribution

Looking Back

Summary

Key Terms

Discussion and Writing Questions

Application for Small Business

Video Case: Starbucks Coffee Goes to ?apan

Chapter5 Ethics and Social Responsibility

Chapter 5 Ethics and Social Responsibility

Ethical Behavior in Business

Morality and Business Ethics

Ethics and Marketing Management

Ethical Decision Making

Ethical Guidelines

Current Ethical Dilemmas

Tobacco and Alcohol Promotion

Consumer Privacy

Green Marketing

Marketing and Small Business: Will Being a Green Marketer Help Your Business Succeed?

Cultural Differences in Ethics

Global Perspectives: U. S. Ethical Practices: How They Compare Globally

Exploitation of Developing Countries

Corporate Social Responsibility

Responding to Ethics Problems

Looking Back

Key Terms

Summary

Discussion and Writing Questions

Application for Small Business

Video Case: Alcohol and Tobacco Advertising How Should It Be Treated?

Part One Critical Thinking Case: Ben ? ?erry s Ice Cream Tackles the Russian Market

Part One Critical Thinking Case: Hooters, Inc.

Part One Marketing Planning Activities: The World of Marketing

Analyzing Marketing Opportunities

Analyzing Marketing Opportunities

Chapter 6 Consumer Decision Making

Chapter6 Consumer Decision Making

The Importance of Understanding Consumer Behavior

The Consumer Decision-Making Process

Problem Recognition

Information Search

Evaluation of Alternatives and Purchase

Postpurchase Behavior

Types of Consumer Buying Decisions and Consumer Involvement

Factors Determining the Level of Consumer Involvement

Marketing Implications of Involvement

Individual Factors Influencing Consumer Buying Decisions

Perception

Motivation

Learning

Ethics in Marketing: Fear as a Marketing Tool: Does It Sell?

Values, Beliefs, and Attitudes

Personality, Self - Concept, and Lifestyle

Social Factors Influencing Consumer Buying Decisions

Culture

Global Perspectives: Marketing Across Cultures

Subculture

Reference Groups

Opinion Leaders

Family

Family Life Cycle

Social Class

Marketing and Small Business: Selling to Multicultural Markets

Looking Back

Summary

Key Terms

Discussion and Writing Questions

Application for Small Business

Video Case: Community Coffee Pursues the Gourmet Coffee Market

Chapter7 Business-to-Business Marketing

Chapter 7 Business-to-Business Marketing

What Is Business-to-Business Marketing?

Relationship Marketing and Strategic Alliances

Global Perspectives: Whirlpool Ventures into a New Frontier

Major Categories of Business-to-Business Customers

Producers

Resellers

Governments

Marketing and Small Business: Bidding for Government Contracts

Institutions

The Standard Industrial Classification (SIC) System

Demand

Business-to-Business Versus Consumer Markets

Number of Customers

Purchase Volume

Location of Buyers

Nature of Buying Influence

Use of Reciprocity

Distribution Structure

Nature of Buying

Type of Negotiations

Types of Business-to-Business Products

Major Equipment

Use of Leasing

Primary Promotional Method

Accessory Equipment

Raw Materials

Component Parts

Supplies

Buying Centers

Processed Materials

Business Services

Business-to-Business Buying Behavior

Evaluative Criteria

Buying Situations

The Purchase Process

Etbics in Marketing: The NAPM Code of Et?ics

Looking Back

Summary

Key Terms

Application for Small Business

Discussion and Writing Questions

Video Case: Amtecb Corporation

Chapter8 Segmenting and Targeting Markets

Chapter 8 Segmenting and Targeting Markers

Market Segmentation

Criteria for Successful Segmentation

The Importance of Market Segmentation

Bases for Segmenting Consumer Markets

Demographic Segmentation

Geographic Segmentation

Global Perspectives: Poland Starting to See the Emergence of Puppies

Marketing and Small Business: Lifestyle Matrix Marketing

Psychographic Segmentation

Benefit Segmentation

Usage-Rate Segmentation

Macrosegmentation

Bases for Segmenting Business Markets

Microsegmentation

Steps in Segmenting a Market

Strategies for Selecting Target Markets

Undifferentiated Targeting

Concentrated Targeting

Multisegment Targeting

Positioning

Ethics in Marketing: Less Privacy Seen as Trade-Off for Better Target Marketing

Product Differentiation

Perceptual Mapping

Positioning Bases

Global Issues in Market Segmentation and Targeting

Looking Back

Summary

Key Terms

Discussion and Writing Questions

Application for Small Business

Video Case: Russell s Service Center

Chapter 9 Decision Support Systems and Marketing Research

Chapter9 Decision Support Systems and Marketing Research

Marketing Decision Support Systems

Database Marketing and Micromarketing

Ethics in Marketing: Databases Can Probe into Your Life

The Role of Marketing Research

Differences Between Marketing Research and DSS

Management Uses of Marketing Research

Steps in a Marketing Research Project

Defining the Marketing Problem

Planning the Research Design and Gathering Primary Data

Global Perspectives: The Challenges of Global Marketing Resarch

Specifying the Sampling Procedures

Collecting the Data

Analyzing the Data

Preparing and Presenting the Report

Following Up

Marketing and Small Business: Marketing Research for Small Companies

Scanner-Based Research

When Should Marketing Research Be Conducted?

Looking Back

Key Terms

Summary

Application for Small Business

Discussion and Writing Questions

Signature Series Video Case: Category Management Using Information Resources, Inc. Scanner-Based Information

Video Case: Bon-Ton Department Stores

Part Two Critical Thinking Case: Long ?ohn Silver s Reaches Out to Drive - Through Customers

Part Two Marketing Planning Activities: Analyzing Marketing Opportunities

Product Decisions

Product Decisions

Chapter 10 Product Concepts

Chapter 10 Product Concepts

What Is a Product?

Types of Consumer Products

Convenience Products

Shopping Products

Specialty Products

Unsought Product

Product Ltems, lines, and Mixes

Repositioning

Adjustments to Product Items, Lines, and Mixes

Branding

Benefits of Branding

Branding Strategies

Ethics in Marketing: Exploitative Marketing to Children on the Internet

Trademarks

Packaging

Packaging Functions

Global Perspectives: China Fails to Protect Foreign Companies Trademarks and Other Property Rights

Labeling

Branding

Universal Products Codes

Global Issues in Branding and Packaging

Packaging

Product Warranties

Summary

Key Terms

Looking Back

Discussion and Writing Questions

Video Case: Head Golf

Application for Small Business

Chapter 11 Developing and Managing Products

Chapter 11 Developing and Managing Products

Categories of New Products

Idea Generation

New-Product Strategy

The New-Product Development Process

Ethics in Marketing: Marketing Smokeless Cigarettes

Idea Screening

Business Analysis

Development

Marketing and Small Business: Checklist for Evaluating New-Product Concepts

Test Marketing

Commercialization

Why Some New Products Succeed and Others Fail

Global Perspectives: American Cars for Asian Markets

Global Issues in New-Product Development

Organization for New-Product Development

New-Product Committees and Departments

Venture Teams and Intrepreneurs

Simultaneous Product Development

Product Life Cycles

Introductory Stage

Maturity Stage

Growth Stage

Decline Stage

Implications for Marketing Management

Diffusion of Innovation

The Spread of New Products

Product Characteristics and the Rate of Adoption

Marketing Implications of the Adoption Process

Summary

Key Terms

Looking Back

Discussion and Writing Questions

Video Case: 3M

Application for Small Business

Chapter 12 Services and Nonprofit Organization Marketing

Chapter 12 Services and Nonprofit Organization Marketing

The Importance of Services

How Services Differ from Goods

Intangibility

Heterogeneity

Inseparability

Perishability

Marketing Mixes for Services

Product (Service) Strategy

Services Marketing in Manufacturing

Distribution Strategy

Promotion Strategy

Price Strategy

Relationship Marketing in Services

Internal Marketing in Service Firms

Nonprofit Organization Marketing

Global Issues in Services Marketing

Global Perspectives: One World、One UPS

What Is Nonprofit Organization Marketing?

Unique Aspects of Nonprofit Organization Marketing Strategies

Ethics in Marketing: How a Tiny Charity Transformed Itself into a Used-Car Giant

Summary

Looking Back

Key Terms

Discussion and Writing Questions

Video Case: 1-800-FLOWERS

Application for Small Business

Chapter 13 Customer Value, Quality, and Satisfaction

Chapter 13 Customer Value, Quality, and Satisfaction

What Is Customer Value?

A Customer Value Framework

Goods Quality

Global Perspectives: American Firms Find Niche in ?apanese Market

Essential Quality Techniques

Participants in the Quality Effort

Service Quality

Categories of Service

Service Quality Components

The Gap Model of Service Quality

Marketing and Small Business: AT?T and MCI Take Aim at Internet Access Market

Transaction Costs

Value-Based Pricing

Life Cycle Costs

Customer Satisfaction

Measurement of Customer Satisfaction

Risk

Nonmonetary Sacrifice

Customer Satisfaction or Customer Dissatisfaction?

Ethics in Marketing: American Cancer Society Exchanges Endorsements for Donations

Customer Loyalty

Key Terms

Looking Back

Summary

Discussion and Writing Questions

Application for Small Business

Video Case: Stew Leonard s

Part Three Critical Thinking Case: Shaving Systems by Gillette

Part Three Marketing Planning Activities: Product Decisions

Distribution Decisions

Distribution Decisions

Chapter 14 Channels ad Physical Distribution

Chapter 14 Channels and Physical Distribution

Providing Specialization and Division of Labor

Overcoming Discrepancies

Marketing Channels and Physical Distribution

Providing Contact Efficiency

Channel Functions

Channel Structures

Channels for Consumer Products

Channels for Industrial Products

Marketing and Small Business: Crawfish to Your Doorstep Using the Internet

Alternative Channel Arrangements

Factors Affecting Channel Choice

Channel Strategy Decisions

Levels of Distribution Intensity

Ethics in Marketing: Should Retailers Control Which Products We Buy?

Physical Distribution Service

Global Marketing Channels

The Importance of Physical Distribution

The Balance Between Service and Cost

Warehousing

Physical Distribution Subsystems

Materials Handling

Inventory Control

Transportation

Order Processing

Physical Distribution for Services

Automation

Trends in Physical Distribution

Environmental Issues

Electronic Distribution

Global Distribution

Quality in Transportation

Contract Logistics and Partnerships

Global Perspectives: Physical Distribution in China

Summary

Key Terms

Looking Back

Discussion and Writing Questions

Application for Small Business

Video Case: United Parcel Service

Chapter 15 Retailing and Wholesaling

Chapter 15 Retailing and Wholesaling

Classification of Retail Operations

The Role of Retailing

Ownership

Product Assortment

Price

Level of Service

Major Types of Retail Operations

Department Stores

Speciality Stores

Global Perspectives: ?apan Wakes Up and Smells Starbucks

Supermarkets

Convenience Stores

Discount Stores

Nonstore Retailing

Direct Retailing

Automatic Vending

Direct Marketing

Franchising

Retail Marketing Strategy

Defining a Target Market

Choosing the Retailing Mix

Ethics in Marketing: What Supermarkets Know About You

Marketing and Small Business: Expertise: A Critical Success Factor for Small Retailers

Global Retailing

Trends in Retailing

Convenience and Efficiency

Entertainment

Current Problems Affecting Retailing

Wholesaling Intermediaries

Merchant Wholesalers

Agents and Brokers

Trends in Wholesaling

Summary

Key Terms

Looking Back

Discussion and Writing Questions

Application for Small Business

Signature Series Video Case: Tandy Corporation

Part Four Critical Thinking Case: Walgreen Company

Part Four Marketing Planning Activities: Distribution Decisions

Integrated Marketing Communications

Jntegrated Marketing Communications

Chapter 16 Promotion Strategy and Marketing Communication

Chapter 16 Promotion Strategy and Marketing Communication

The Role of Promotion in the Marketing Mix

The Promotional Mix

Advertising

Public Relations

Personal Selling

Sales Promotion

Marketing Communication

The Communication Process

Dreamful Attraction: Shaquille O Neal s Thoughts on Marketing and Advertising

Global Perspectives: Global Challenges in Marketing Communication

The Communication Process and the Promotional Mix

Integrated Marketing Communications

Informing

The Goals and Tasks of Promotion

Reminding

Persuading

AIDA and the Hierarchy of Effects

The Hierarchy of Effects and the Promotional Mix

Factors Affecting the Promotional Mix

Nature of the Product

Stage in the Product Life Cycle

Type of Buying Decision

Target Market Characteristics

Available Funds

Push and Pull Strategies

Marketing and Small Business: Guerrilla Promotions for Cash-Strapped Small Business Owners

Analyze the Marketplace

Steps in Developing the Promotion Plan

Set Promotional Objectives

Identify the Target Market

Ethics in Marketing: Targeting School Kids

Develop a Promotion Budget

Choose the Promotional Mix

Self-Regulation of Promotion

Legal and Ethical Aspects of Promotion

Federal Regulation of Promotion

Looking Back

Key Terms

Summary

Discussion and Writing Questions

Application for Small Business

Signature Series Video Case: Attracting Customers to Piccadilly Cafeterias

Chapter 17 Advertising and Public Relations

Chapter 17 Advertising and Public Relations

Effects of Advertising

Advertising and Market Share

Advertising and the Consumer

Advertising and Brand Loyalty

Ethics in Marketing: Are Kids Influenced by ?oe Camel?

Major Types of Advertising

Advertising and Product Attributes

Product Advertising

Institutional Advertising

Steps in Creating an Advertising Campaign

Make Creative Decisions

Determine Campaign Objectives

Global Perspectives: Iranian Censors Decide Many Topics Are Unmentionable in Ads

Make Media Decisions

Media Types

Marketing and Small Business: Radio: An Effective Advertising Medium for Small Marketers

Media Selection Considerations

Media Scheduling

Evaluate the Ad Campaign

Public Relations

Major Public Relations Tools

Managing Unfavorable Publicity

Looking Back

Key Terms

Summary

Discussion and Writing Questions

Signature Series Video Case: Woman s Hospital Responds to Changing Market Opportunities

Applications for Small Business

Chapter 18 Sales Promotion and Personal Selling

Chapter 18 Sales Promotion and Personal Selling

Sales Promotion

The Objectives of Sales Promotion

Tools for Consumer Sales Promotion

Marketing and Small Business: Customer-Specific Marketing for Small Retailers

Tools for Trade Sales Promotion

Personal Selling

Relationship Selling

Selling Tasks

Ethics in Marketing: Why the Bad Rap?

Steps in the Selling Process

Generating Leads

Qualifying Sales Leads

Doing a Needs Assessment

Developing and Proposing Solutions

Handling Obiections

Closing the Sale

Following Up

Sales Management

Global Perspectives: Global Dos and Don ts in Selling

Defining Sales Objectives and the Sales Process

Designing the Sales Organization

Developing the Sales Force

Directing the Sales Force

Evaluating the Sales Force

Looking Back

Summary

Key Terms

Discussion and Writing Questions

Application for Small Business

Video Case: Ferrara Fire Apparatus (FFA) Pursues Relationship Selling

Endnotes

Chapter 19 Internet Marketing

Chapter 19 Internet Marketing

Part Five Critical Thinking Case: Coca-Cola Company

Part Five Marketing Planning Activities: Integrated Marketing Communications

Pricing Decisions

Pricing Decisions

Chapter 20 Pricing Concepts

Chapter 20 Pricing Concepts

What Is Price?

The Importance of Price to Marketing Managers

The Importance of Price

Profit-Oriented Pricing Objectives

Pricing Objectives

Sales-Oriented Pricing Objectives

Status Quo Pricing Objectives

The Demand Determinant of Price

The Nature of Demand

Elasticity of Demand

Ethics in Marketing: Getting Ripped Off at the ATM

The Cost Determinant of Price

Markup Pricing

Profit Maximization Pricing

Break- Even Pricing

Other Determinants of Price

Stage in the Product Life Cycle

The Competition

Distribution Strategy

Global Perspectives: Chaotic Pricing Calls for Pricing Corridors

Promotion Strategy

The Relationship of Price to Quality

Summary

Key Terms

Looking Back

Discussion and Writing Questions

Application for Small Business

Signature Series Video Case: Fabulous Technology Offers Many New Features for Tomorrow s Automobiles-But Will the Consumer Buy It?

Chapter 21 Setting the Right Price

Chapter 21 Setting the Right Price

How to Set a Price on a Product

Establish Pricing Goals

Choose a Price Strategy

Estimate Demand, Costs, and Profits

The Legality and Ethics of Price Strategy

Unfair Trade Practices

Global Perspectives: Budget Hotels Arenit Always a Bargain Abroad

Price Fixing

Price Discrimination

Tactics for Fine Tuning the Base Price

Discounts, Allowances, and Rebates

Predatory Pricing

Geographic Pricing

Special Pricing Tactics

Ethics in Marketing: Are Drug Prices Based on All the Traffic Will Bear ?

Product Line Pricing

Relationships Among Products

Pricing During Difficult Economic Times

Inflation

Joint Costs

Recession

Pricing: A Look at the Future

Looking Back

Summary

Key Terms

Discussion and Writing Questions

Application for Small Business

Video Case: Southwest Airlines

Part Six Critical Thinking Case: GM s Move to No-Haggle Pricing

Part Six Critical Thinking Case: Levi Strauss and Company

Part Six Marketing Planning Activities: Pricing Decisions

Appendix: Careers in Marketing

Appendix: Careers in Marketing

Glossary

Glossary

Endnotes

Company and Organization Index

Subject Index

Internet Index