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Basic Marketing: A Global Managerial Approach (text only)

ISBN: 9780256209822 | 0256209820
Edition: 13TH
Publisher: MCG
Pub. Date: 1/1/1999

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SummaryTable of Contents
Embodying the continuous improvement and constant innovation of the market's most talented -- and most driven -- author, Bill Perreault, this latest edition of the marketing classic takes on the virtual corporation of the late '90s and beyond, addresses relationship marketing thoughtfully throughout, and expands its discussions of global issues, ethics, IMC, cross-functional topics, customer satisfaction, business-to-business, services and more!
Marketing's Role in the Global Economy
2(30)
How Marketing-What's It All About?
4(1)
... MORE
Marketing Relates to Production
5(1)
Marketing Is Important to You
6(2)
How Should We Define Marketing?
8(1)
Micro-Marketing Defined
8(2)
The Focus of This Text--Management-Oriented Micro-Marketing
10(1)
Macro-Marketing Defined
10(1)
Every Society Needs an Economic System
11(1)
How Economic Decisions Are Made
11(3)
All Economies Need Macro-Marketing Systems
14(3)
The Role of Marketing in Economic Development
17(1)
Stages of Economic Development
18(2)
Nations' Macro-Marketing Systems Are Connected
20(2)
Can Mass Production Satisfy a Society's Consumption Needs?
22(2)
Who Performs Marketing Functions?
24(2)
How Well Does Our Macro-Marketing System Work?
26(4)
Conclusion
28(1)
Questions and Problems
28(1)
Suggested Cases
29(1)
Computer-Aided Problem
29(1)
Marketing's Role within the Firm or Nonprofit Organization
30(30)
Marketing's Role Has Changed a Lot Over the Years
33(1)
What Does the Marketing Concept Mean?
34(2)
Adoption of the Marketing Concept Has Not Been Easy or Universal
36(1)
The Marketing Concept and Customer Value
37(3)
The Marketing Concept Applies in Nonprofit Organizations
40(2)
The Marketing Concept, Social Responsibility, and Marketing Ethics
42(1)
The Management Job in Marketing
43(2)
What Is Marketing Strategy Planning?
45(1)
Selecting a Market-Oriented Strategy Is Target Marketing
46(1)
Developing Marketing Mixes for Target Markets
47(6)
The Marketing Plan Is a Guide to Implementation and Control
53(2)
The Importance of Marketing Strategy Planning
55(1)
Creative Strategy Planning Needed for Survival
56(4)
Conclusion
58(1)
Questions and Problems
58(1)
Suggested Cases
59(1)
Computer-Aided Problem
59(1)
Focusing Marketing Strategy with Segmentation and Positioning
60(30)
What Are Attractive Opportunities?
63(1)
Marketing Strategy Planning Process Highlights Opportunities
64(2)
Types of Opportunities to Pursue
66(2)
International Opportunities Should Be Considered
68(1)
Search for Opportunities Can Begin by Understanding Markets
69(2)
Naming Product Markets and Generic Markets
71(1)
Market Segmentation Defines Possible Target Markets
72(6)
What Dimensions Are Used to Segment Markets?
78(4)
More Sophisticated Techniques May Help in Segmenting
82(2)
Differentiation and Positioning Take the Customer Point of View
84(6)
Conclusion
87(1)
Questions and Problems
88(1)
Suggested Cases
88(1)
Computer-Aided Problem
88(2)
Evaluating Opportunities in the Changing Marketing Environment
90(32)
The Marketing Environment
92(1)
Objectives Should Set Firm's Course
93(3)
Company Resources May Limit Search for Opportunities
96(2)
Analyzing Competitors and the Competitive Environment
98(4)
The Economic Environment
102(1)
The Technological Environment
103(2)
The Political Environment
105(2)
The Legal Environment
107(4)
The Cultural and Social Environment
111(2)
Using Screening Criteria to Narrow Down to Strategies
113(2)
Planning Grids Help Evaluate a Portfolio of Opportunities
115(1)
Multiproduct Firms Have a Difficult Strategy Planning Job
116(2)
Evaluating Opportunities in International Markets
118(4)
Conclusion
119(1)
Questions and Problems
120(1)
Suggested Cases
120(1)
Computer-Aided Problem
120(2)
Demograpic Dimensions of Global Consumer Markets
122(30)
Target Marketers Focus on the Customer
124(1)
People with Money Make Markets
125(9)
Population Trends in the U.S. Consumer Market
134(7)
Income Dimensions of the U.S. Market
141(3)
Spending Varies with Income and Other Demographic Dimensions
144(3)
Ethnic Dimensions of the U.S. Market
147(5)
Conclusion
150(1)
Questions and Problems
150(1)
Suggested Cases
151(1)
Computer-Aided Problem
151(1)
Behavioral Dimensions of the Consumer Market
152(28)
Consumer Behavior--Why Do They Buy What They Buy?
154(1)
The Behavioral Sciences Help You Understand the Buying Process
155(1)
Psychological Influences within an Individual
156(9)
Social Influences Affect Consumer Behavior
165(3)
Individuals Are Affected by the Purchase Situation
168(1)
Consumers Use Problem-Solving Processes
169(5)
Several Processes Are Related and Relevant to Strategy Planning
174(1)
Consumer Behavior in International Markets
174(6)
Conclusion
176(1)
Questions and Problems
176(1)
Suggested Cases
177(1)
Computer-Aided Problem
177(3)
Business and Organizational Customers and Their Buying Behavior
180(30)
Business and Organizational Customers--A Big Opportunity
182(1)
Organizational Customers Are Different
183(2)
Many Different People May Influence a Decision
185(3)
Organizational Buyers Are Problem Solvers
188(2)
Basic Methods in Organizational Buying
190(3)
Buyer-Seller Relationships in Business Markets
193(5)
Manufacturers Are Important Customers
198(3)
Producers of Services-Smaller and More Spread Out
201(1)
Retailers and Wholesalers Buy for Their Customers
202(2)
The Government Market
204(6)
Conclusion
206(1)
Questions and Problems
206(1)
Suggested Cases
207(1)
Computer-Aided Problem
207(3)
Improving Decisions with Marketing Information
210(30)
Radical Changes Are Underway in Marketing Information
212(4)
What Is Marketing Research?
216(1)
The Scientific Method and Marketing Research
217(1)
Five-Step Approach to Marketing Research
218(1)
Defining the Problem--Step 1
218(2)
Analyzing the Situation--Step 2
220(3)
Getting Problem-Specific Data--Step 3
223(9)
Interpreting the Data--Step 4
232(3)
Solving the Problem--Step 5
235(1)
International Marketing Research
235(1)
How Much Information Do You Need?
236(4)
Conclusion
237(1)
Questions and Problems
237(1)
Suggested Cases
238(1)
Computer-Aided Problem
238(2)
Elements of Product Planning for Goods and Services
240(28)
The Product Area Involves Many Strategy Decisions
242(1)
What Is a Product?
242(2)
Differences in Goods and Services
244(2)
Whole Product Lines Must Be Developed Too
246(1)
Product Classes Help Plan Marketing Strategies
247(1)
Consumer Product Classes
247(2)
Business Products Are Different
249(1)
Business Product Classes-How They Are Defined
250(4)
Branding Needs a Strategy Decision Too
254(1)
Conditions Favorable to Branding
255(1)
Achieving Brand Familiarity Is Not Easy
256(1)
Protecting Brand Names and Trademarks
257(1)
What Kind of Brand to Use?
258(2)
Who Should Do the Branding?
260(1)
The Strategic Importance of Packaging
260(2)
What Is Socially Responsible Packaging?
262(1)
Warranty Policies Are a Part of Strategy Planning
263(5)
Conclusion
265(1)
Questions and Problems
265(1)
Suggested Cases
266(1)
Computer-Aided Problem
266(2)
Product Management and New-Product Development
268(28)
Managing Products over Their Life Cycles
270(2)
Product Life Cycles Should Be Related to Specific Markets
272(2)
Product Life Cycles Vary in Length
274(3)
Planning for Different Stages of the Product Life Cycle
277(4)
New-Product Planning
281(1)
An Organized New-Product Development Process Is Critical
282(8)
New-Product Development: A Total Company Effort
290(1)
Need for Product Managers
291(5)
Conclusion
293(1)
Questions and Problems
293(1)
Suggested Cases
294(1)
Computer-Aided Problem
294(2)
Place and Development of Channel Systems
296(24)
Place Decisions Are an Important Part of Marketing Strategy
298(1)
Place Decisions Are Guided by ``Ideal'' Place Objectives
299(1)
Channel System May Be Direct or Indirect
300(3)
Channel Specialists May Reduce Discrepancies and Separations
303(4)
Channel Relationship Must Be Managed
307(4)
Vertical Marketing Systems Focus on Final Customers
311(1)
The Best Channel System Should Achieve Ideal Market Exposure
312(3)
Channel Systems Can Be Complex
315(5)
Conclusion
318(1)
Questions and Problems
318(1)
Suggested Cases
319(1)
Computer-Aided Problem
319(1)
Distribution Customer Service and Logistics
320(26)
Physical Distribution Gets It to Customers
322(1)
Physical Distribution Customer Service
323(2)
Physical Distribution Concept Focuses on the Whole Distribution System
325(2)
Coordinating Logistics Activities among Firms
327(5)
The Transporting Function Adds Value to a Marketing Strategy
332(1)
Which Transporting Alternative Is Best?
333(4)
Economies of Scale in Transporting
337(1)
The Storing Function and Marketing Strategy
338(2)
Specialized Storing Facilities May Be Required
340(1)
The Distribution Center--A Different Kind of Warehouse
341(5)
Conclusion
343(1)
Questions and Problems
343(1)
Suggested Cases
344(1)
Computer-Aided Problem
344(2)
Retailers, Wholesalers, and Their Strategy Planning
346(34)
Wholesalers and Retailers Plan Their Own Strategies
348(1)
The Nature of Retailing
348(1)
Planning a Retailer's Strategy
349(1)
Conventional Retailers--Try to Avoid Price Competition
350(1)
Expand Assortment and Service--To Compete at a High Price
351(1)
Evolution of Mass-Merchandising Retailers
352(4)
Some Retailers Focus on Added Convenience
356(1)
Retailing on the Internet
357(3)
Retailing Types Are Explained by Consumer Needs Filled
360(1)
Why Retailers Evolve and Change
361(1)
Retailer Size and Profits
362(3)
Differences in Retailing in Different Nations
365(1)
What Is a Wholesaler?
366(1)
Wholesaling Is Changing with the Times
366(3)
Wholesalers Add Value in Different Ways
369(1)
Merchant Wholesalers Are the Most Numerous
370(3)
Agent Middlemen Are Strong on Selling
373(2)
What Will Happen to Retailers and Wholesalers in the Future?
375(5)
Conclusion
376(1)
Questions and Problems
377(1)
Suggested Cases
377(1)
Computer-Aided Problem
378(2)
Promotion-Introduction to Integrated Marketing Communications
380(30)
Several Promotion Methods Are Available
382(2)
Someone Must Plan, Integrate, and Manage the Promotion Blend
384(3)
Which Methods to Use Depends on Promotion Objectives
387(3)
Promotion Requires Effective Communication
390(2)
Integrated Direct-Response Promotion Is Very Targeted
392(2)
The Customer May Initiate the Communication Process
394(2)
How Typical Promotion Plans Are Blended and Integrated
396(4)
Adoption Processes Can Guide Promotion Planning
400(2)
Promotion Blends Vary over the Life Cycle
402(2)
Setting the Promotion Budget
404(6)
Conclusion
406(1)
Questions and Problems
407(1)
Suggested Cases
407(1)
Computer-Aided Problem
408(2)
Personal Selling
410(28)
The Importance and Role of Personal Selling
412(3)
What Kinds of Personal Selling Are Needed?
415(1)
Order Getters Develop New Business Relationships
415(2)
Order Takers Nurture Relationships to Keep the Business Coming
417(2)
Supporting Sales Force Informs and Promotes in the Channel
419(2)
The Right Structure Helps Assign Responsibility
421(3)
Information Technology Provides Tools to Do the Job
424(1)
Sound Selection and Training to Build a Sales Force
425(2)
Compensating and Motivating Salespeople
427(3)
Personal Selling Techniques--Prospecting and Presenting
430(8)
Conclusion
435(1)
Questions and Problems
436(1)
Suggested Cases
436(1)
Computer-Aided Problem
436(2)
Advertising and Sales Promotion
438(34)
Advertising, Sales Promotion, and Marketing Strategy Decisions
440(4)
Advertising Objectives Are a Strategy Decision
444(1)
Objectives Determine the Kinds of Advertising Needed
445(3)
Coordinating Advertising Efforts with Cooperative Relationships
448(1)
Choosing the ``Best'' Medium-How to Deliver the Message
449(4)
Advertising on the Internet: New Opportunities and New Challenges
453(3)
Planning the ``Best'' Message--What to Communicate
456(3)
Advertising Agencies Often Do the Work
459(2)
Measuring Advertising Effectiveness Is Not Easy
461(1)
How to Avoid Unfair Advertising
462(2)
Sales Promotion: Do Something Different to Stimulate Change
464(2)
Problems in Managing Sales Promotion
466(1)
Different Types of Sales Promotion for Different Targets
467(5)
Conclusion
469(1)
Questions and Problems
470(1)
Suggested Cases
471(1)
Computer-Aided Problem
471(1)
Pricing Objectives and Policies
472(30)
Price Has Many Strategy Dimensions
474(2)
Objectives Should Guide Strategy Planning for Price
476(1)
Profit-Oriented Objectives
477(1)
Sales-Oriented Objectives
478(1)
Status Quo Pricing Objectives
479(1)
Most Firms Set Specific Pricing Policies-To Reach Objectives
480(1)
Price Flexibility Policies
481(1)
Price-Level Policies-Over the Product Life Cycle
482(4)
Most Price Structures Are Built around List Prices
486(1)
Discount Policies-Reductions from List Prices
486(4)
Allowance Policies-Off List Prices
490(1)
Some Customers Get Something Extra
491(1)
List Price May Depend on Geographic Pricing Policies
492(1)
Pricing Policies Combine to Impact Customer Value
493(3)
Legality of Pricing Policies
496(6)
Conclusion
499(1)
Questions and Problems
499(1)
Suggested Cases
500(1)
Computer-Aided Problem
500(2)
Price Setting in the Business World
502(32)
Price Setting Is a Key Strategy Decision
504(1)
Some Firms Just Use Markups
505(4)
Average-Cost Pricing Is Common and Can Be Dangerous
509(1)
Marketing Manager Must Consider Various Kinds of Costs
510(4)
Some Firms Add a Target Return to Cost
514(1)
Break-Even Analysis Can Evaluate Possible Prices
515(3)
Marginal Analysis Considers Both Costs and Demand
518(4)
Demand-Oriented Approaches for Setting Prices
522(6)
Pricing a Full Line
528(1)
Bid Pricing and Negotiated Pricing Depend Heavily on Costs
529(5)
Conclusion
530(1)
Questions and Problems
531(1)
Suggested Cases
532(1)
Computer-Aided Problem
532(2)
Implementing and Controlling Marketing Plans: Evolution and Revolution
534(32)
Good Plans Set the Framework for Implementation and Control
536(1)
Speed Up Information for Better Implementation and Control
537(2)
Effective Implementation Means That Plans Work as Intended
539(2)
Building Quality into the Implementation Effort
541(8)
Control Provides Feedback to Improve Plans and Implementation
549(1)
Sales Analysis Shows What's Happening
550(1)
Performance Analysis Looks for Differences
551(1)
Performance Indexes Simplify Human Analysis
552(1)
A Series of Performance Analyses May Find the Real Problem
553(3)
Marketing Cost Analysis-Controlling Costs Too
556(4)
Planning and Control Combined
560(1)
The Marketing Audit
561(5)
Conclusion
562(1)
Questions and Problems
563(1)
Suggested Cases
563(1)
Computer-Aided Problem
564(2)
Managing Marketing's Link with Other Functional Areas
566(29)
Marketing in the Broader Context
568(1)
The Finance Function: Money to Implement Marketing Plans
569(5)
Production Must Be Coordinated with the Marketing Plan
574(6)
Accounting Data Can Help in Understanding Costs and Profit
580(6)
People Put Plans into Action
586(9)
Conclusion
588(1)
Questions And Problems
589(1)
Suggested Cases
589(1)
Developing Innovative Marketing Plans
590(5)
Marketing Planning Process Is More than Assembling the Four Ps
595(27)
Blending the Four Ps Takes Understanding of a Target Market
596(5)
Forecasting Target Market Potential and Sales
601(2)
Forecasting Company and Product Sales by Extending Past Behavior
603(4)
Predicting Future Behavior Calls for More Judgment and Some Opinions
607(1)
Analysis of Costs and Sales Can Guide Planning
608(2)
The Marketing Plan Brings All the Details Together
610(4)
Companies Plan and Implement Whole Marketing Programs
614(1)
Planning for Involvement in International Marketing
615(7)
Conclusion
618(1)
Questions and Problems
619(1)
Suggested Cases
620(2)
Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
622(21)
How Should Marketing Be Evaluated?
624(1)
Can Consumer Satisfaction Be Measured?
625(2)
Micro-Marketing Often Does Cost Too Much
627(2)
Macro-Marketing Does Not Cost Too Much
629(4)
Challenges Facing Marketers
633(6)
How Far Should the Marketing Concept Go?
639(4)
Conclusion
640(1)
Questions and Problems
641(1)
Suggested Cases
641(2)
Appendix A Economics Fundamentals643(14)
Products and Markets as Seen by Customers and Potential Customers
644(5)
Markets as Seen by Suppliers
649(1)
Demand and Supply Interact to Determine the Size of the Market Price Level
650(1)
Demand and Supply Help Us Understand the Nature of Competition
651(4)
Conclusion
655(1)
Questions and Problems
655(2)
Appendix B Marketing Arithmetic657(12)
The Operating Statement
658(3)
Detailed Analysis of Sections of the Operating Statement
661(1)
Computing the Stockturn Rate
662(1)
Operating Ratios Help Analyze the Business
663(1)
Markups
664(1)
Markdown Ratios Help Control Retail Operations
665(1)
Return on Investment (ROI) Reflects Asset Use
666(1)
Questions and Problems
667(2)
Appendix C Career Planning in Marketing669(14)
There's a Place in Marketing for You
670(1)
There Are Many Marketing Jobs and They Can Pay Well
670(1)
Develop Your Own Personal Marketing Strategy
671(1)
Conduct Your Own Personal Analysis
671(3)
Environment Analysis
674(6)
Develop Objectives
680(1)
Developing Your Marketing Plan
681(1)
Implementing Your Marketing Plan
682(1)
Video Cases683(14)
Marketing in the Hardwood Industry
684(2)
Harley-Davidson Motor Company
686(1)
Briggs & Stratton Corporation
687(2)
Papa John's International
689(1)
Jewish Hospital
690(1)
Volkswagen's New Beetle
691(2)
Royal Appliance Manufacturing Company: Dirt Devil
693(4)
Cases697(40)
McDonald's ``Seniors'' Restaurant
698(1)
Healthy Foods, Inc.
698(1)
Pillsbury's Haagen-Dazs
699(1)
Bidwell Carpet Cleaning, Inc.
700(1)
Republic Polymer Company
701(1)
Three Rivers Steel Company
702(1)
Lilybank Lodge
703(1)
Sophia's Ristorante
703(1)
SleepyTime Motel
704(2)
O'Keefe's Ice Arena
706(1)
Runners World
707(1)
ChemTech
708(1)
Paper Supplies Corporation
708(1)
Mixed Media Technologies, Inc.
709(1)
Modern Horizons, Inc.
710(1)
Morgan Company
711(1)
Enviro Pure Water, Inc.
712(2)
State Bank
714(1)
WeddingWorld.com
715(1)
Outdoor World, Inc.
716(1)
Chemical International, Inc.
717(1)
Cable Designs, Inc.
718(1)
Furniture to Go, Inc.
719(1)
Wire Solutions, Inc.
719(2)
PlastiForm Mfg., Inc.
721(1)
Rainbow Packers, Inc.
722(1)
Plastic Master, Inc.
723(1)
PCT, Inc.
724(1)
Metal Works, Inc.
725(1)
Deluxe Foods, Ltd.
726(1)
Expert Nursing Services, Inc.
727(1)
Lever, Ltd.
728(2)
Huntoon & Balbiera, PC.
730(1)
Aluminum Basics Co.
731(2)
Romano's Take-Out, Inc.
733(4)
Computer-Aided Problems737(6)
Notes743(44)
Illustration Credits787
Author IndexI-1
Subject IndexI-11
GlossaryG-1

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