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Marketing : An Introduction

ISBN: 9780131865914 | 0131865919
Edition: 9th
Format: Paperback
Publisher: Prentice Hall
Pub. Date: 1/1/2009

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SummaryTable of Contents
This accessible, streamlined introduction to marketing by two of today's best-selling marketing authors helps users master the basic principles and practices of modern marketing in an enjoyable and practical way. The new edition is an even more effective text than its predecessors: it is complete, easy to manage, and explains how marketing affects the big picture in business and influences specific company divisions like accounting, information technologies, finance, operations, and human resources. Updated to present the latest marketing think... MORE
Part One Defining Marketing and the Marketing Process
2(60)
Marketing: Managing Profitable Customer Relationships
3(32)
... MORE
5(1)
Marketing Defined
5(1)
The Marketing Process
6(1)
Understanding the Marketplace and Customer Needs
6(3)
Customer Needs, Wants, and Demands
6(1)
Market Offerings---Products, Services, and Experiences
7(1)
Customer Value and Satisfaction
7(1)
Exchanges and Relationships
8(1)
Markets
8(1)
Designing a Customer-Driven Marketing Strategy
9(4)
Selecting Customers to Serve
9(1)
Choosing a Value Proposition
9(1)
Marketing Management Orientations
10(3)
Preparing a Marketing Plan and Program
13(1)
Building Customer Relationships
13(3)
Customer Relationship Management
14(2)
Marketing at Work 1.1---Customer Relationships: Delighting Customers
16(4)
The Changing Nature of Customer Relationships
16(3)
Partner Relationship Management
19(1)
Capturing Value from Customers
20(3)
Creating Customer Loyalty and Retention
20(1)
Growing Share of Customer
21(1)
Building Customer Equity
21(2)
The New Marketing Landscape
23(1)
Marketing at Work 1.2---Best Buy: Building the Right Relationships with the Right Customers
24(5)
The New Digital Age
24(2)
Rapid Globalization
26(1)
The Call for More Ethics and Social Responsibility
27(1)
The Growth of Not-for-Profit Marketing
28(1)
So, What Is Marketing? Pulling It All Together
29(6)
Rest Stop: Reviewing the Concepts
31(1)
Navigating the Key Terms
32(1)
Travel Log
32(1)
Under the Hood: Focus on Technology
33(1)
Focus on Ethics
33(1)
Videos
33(2)
Company and Marketing Strategy: Partnering to Build Customer Relationships
35(27)
Companywide Strategic Planning: Defining Marketing's Role
37(5)
Defining a Market-Oriented Mission
38(1)
Setting Company Objectives and Goals
39(1)
Designing the Business Portfolio
40(2)
Marketing at Work 2.1---The Walt Disney Company: Strategic Planning for a Happy-Ever-After Ending
42(4)
Planning Marketing: Partnering to Build Customer Relationships
46(3)
Partnering with Other Company Departments
46(1)
Partnering with Others in the Marketing System
47(2)
Marketing Strategy and the Marketing Mix
49(2)
Customer-Centered Marketing Strategy
49(2)
Marketing at Work 2.2---Jones Soda: Staying True to Your Niche
51(2)
Developing the Marketing Mix
52(1)
Managing the Marketing Effort
53(5)
Marketing Analysis
54(1)
Marketing Planning
54(1)
Marketing Implementation
55(1)
Marketing Department Organization
56(1)
Marketing Control
57(1)
Measuring and Managing Return On Marketing
58(4)
Rest Stop: Reviewing the Concepts
59(1)
Navigating the Key Terms
60(1)
Travel Log
60(1)
Under the Hood: Focus on Technology
61(1)
Focus on Ethics
61(1)
Videos
61(1)
Part Two Understanding the Marketplace and Consumers
62(100)
The Marketing Environment
63(32)
The Company's Microenvironment
65(3)
The Company
65(1)
Suppliers
66(1)
Marketing Intermediaries
66(1)
Customers
67(1)
Competitors
67(1)
Publics
67(1)
The Company's Macroenvironment
68(4)
Demographic Environment
68(4)
Marketing at Work 3.1---Toyota's Scion: Targeting Gen Y Without Shouting ``Buy This Car''
72(10)
Economic Environment
78(2)
Natural Environment
80(1)
Technological Environment
80(2)
Marketing at Work 3.2---Gibson: Making Money and Leaving the World a Better Place
82(8)
Political Environment
83(3)
Cultural Environment
86(4)
Responding to the Marketing Environment
90(5)
Rest Stop: Reviewing the Concepts
91(1)
Navigating the Key Terms
92(1)
Travel Log
92(1)
Under the Hood: Focus on Technology
92(1)
Focus on Ethics
93(1)
Videos
93(2)
Managing Marketing Information
95(32)
Assessing Marketing Information Needs
97(1)
Developing Marketing Information
98(2)
Internal Data
99(1)
Marketing Intelligence
99(1)
Marketing at Work 4.1---BudNet: Making Customer Information the Lifeblood of the Organization
100(2)
Marketing Research
102(11)
Defining the Problem and Research Objectives
102(1)
Developing the Research Plan
103(1)
Gathering Secondary Data
103(2)
Primary Data Collection
105(7)
Implementing the Research Plan
112(1)
Interpreting and Reporting the Findings
113(1)
Analyzing Marketing Information
113(2)
Customer Relationship Management (CRM)
113(2)
Distributing and Using Marketing Information
115(1)
Other Marketing Information Considerations
116(4)
Marketing Research in Small Businesses and Nonprofit Organizations
116(2)
International Marketing Research
118(1)
Public Policy and Ethics in Marketing Research
119(1)
Marketing at Work 4.2---Video Mining
120(7)
Rest Stop: Reviewing the Concepts
123(1)
Navigating the Key Terms
124(1)
Travel Log
125(1)
Under the Hood: Focus on Technology
125(1)
Focus on Ethics
125(1)
Videos
125(2)
Consumer and Business Buyer Behavior
127(35)
Consumer Markets and Consumer Buyer Behavior
128(16)
Model of Consumer Behavior
129(1)
Characteristics Affecting Consumer Behavior
129(13)
The Buyer Decision Process
142(2)
Marketing at Work 5.1---Lexus: Delighting Customers to Keep Them Coming Back
144(4)
The Buyer Decision Process for New Products
146(2)
Consumer Behavior Across International Borders
148(1)
Business Markets and Business Buyer Behavior
148(6)
Business Markets
149(1)
Business Buyer Behavior
150(4)
Marketing at Work 5.2---International Marketing Manners: When in Rome, Do as the Romans Do
154(8)
Rest Stop: Reviewing the Concepts
159(1)
Navigating the Key Terms
160(1)
Travel Log
160(1)
Under the Hood: Focus on Technology
161(1)
Focus on Ethics
161(1)
Videos
161(1)
Part Three Designing a Customer-Driven Marketing Strategy and Marketing Mix
162(272)
Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers
163(34)
Market Segmentation
165(5)
Segmenting Consumer Markets
165(5)
Marketing at Work 6.1---Marketing Upscale: Coddling the Well-Heeled
170(8)
Segmenting Business Markets
175(1)
Segmenting International Markets
175(2)
Requirements for Effective Segmentation
177(1)
Target Marketing
178(7)
Evaluating Market Segments
178(1)
Selecting Target Market Segments
178(5)
Socially Responsible Target Marketing
183(2)
Positioning for Competitive Advantage
185(5)
Positioning Maps
185(1)
Choosing a Positioning Strategy
186(4)
Marketing at Work 6.2---Southwest's Value Proposition: ``Less for Much Less''
190(7)
Communicating and Delivering the Chosen Position
192(1)
Rest Stop: Reviewing the Concepts
193(1)
Navigating the Key Terms
194(1)
Travel Log
194(1)
Under the Hood: Focus on Technology
195(1)
Focus on Ethics
195(1)
Videos
195(2)
Product, Services, and Branding Strategy
197(40)
What Is a Product?
199(5)
Products, Services, and Experiences
199(1)
Levels of Product and Services
200(1)
Product and Service Classifications
200(4)
Marketing at Work 7.1---The Advertising Council: Advertising for the Common Good
204(1)
Product and Service Decisions
205(9)
Individual Product and Service Decisions
205(6)
Product Line Decisions
211(2)
Product Mix Decisions
213(1)
Branding Strategy: Building Strong Brands
214(2)
Brand Equity
214(1)
Building Strong Brands
215(1)
Marketing at Work 7.2---Naming Brands: Part Science, Part Art, and More Than a Little Instinct
216(7)
Managing Brands
222(1)
Services Marketing
223(3)
Nature and Characteristics of a Service
223(1)
Marketing Strategies for Service Firms
224(2)
Marketing at Work 7.3---The Ritz-Carlton: Taking Care of Those Who Take Care of Customers
226(3)
Additional Product Considerations
229(8)
Product Decisions and Social Responsibility
230(1)
International Product and Service Marketing
230(2)
Rest Stop: Reviewing the Concepts
232(1)
Navigating the Key Terms
233(1)
Travel Log
234(1)
Under the Hood: Focus on Technology
234(1)
Focus on Ethics
235(1)
Videos
235(2)
New-Product Development and Product Life-Cycle Strategies
237(24)
New-Product Development Strategy
239(10)
Idea Generation
240(2)
Idea Screening
242(1)
Concept Development and Testing
242(2)
Marketing Strategy Development
244(1)
Business Analysis
245(1)
Product Development
245(1)
Test Marketing
246(1)
Commercialization
247(1)
Organizing for New-Product Development
247(2)
Marketing at Work 8.1---``Renewal'' at Nokia: A Culture of Continuous Innovation
249(1)
Product Life-Cycle Strategies
250(6)
Introduction Stage
252(1)
Growth Stage
253(1)
Maturity Stage
253(2)
Decline Stage
255(1)
Marketing at Work 8.2---Procter & Gamble: Working at Both Ends of the Product Life Cycle
256(5)
Rest Stop: Reviewing the Concepts
257(1)
Navigating the Key Terms
258(1)
Travel Log
258(1)
Under the Hood: Focus on Technology
259(1)
Focus on Ethics
259(1)
Videos
259(2)
Pricing: Understanding and Capturing Customer Value
261(36)
What Is Price?
263(1)
Factors to Consider when Setting Prices
263(7)
Customer Perceptions of Value
264(2)
Company and Product Costs
266(2)
Other Internal and External Considerations Affecting Price Decisions
268(2)
Marketing at Work 9.1---Steinway: Price Is Nothing; The Steinway Experience Is Everything
270(5)
New-Product Pricing Strategies
275(1)
Market-Skimming Pricing
275(1)
Market-Penetration Pricing
275(1)
Product Mix Pricing Strategies
276(2)
Product Line Pricing
276(1)
Optional-Product Pricing
276(1)
Captive-Product Pricing
277(1)
By-Product Pricing
277(1)
Product Bundle Pricing
278(1)
Price-Adjustment Strategies
278(4)
Discount and Allowance Pricing
278(1)
Segmented Pricing
279(1)
Psychological Pricing
280(1)
Promotional Pricing
281(1)
Marketing at Work 9.2---Quick, What's a Good Price for . . .? We'll Give You a Cue
282(5)
Geographical Pricing
284(1)
Dynamic Pricing
285(1)
International Pricing
286(1)
Price Changes
287(3)
Initiating Price Changes
287(2)
Responding to Price Changes
289(1)
Public Policy and Pricing
290(7)
Pricing Within Channel Levels
291(1)
Pricing Across Channel Levels
291(1)
Rest Stop: Reviewing the Concepts
292(2)
Navigating the Key Terms
294(1)
Travel Log
294(1)
Under the Hood: Focus on Technology
294(1)
Focus on Ethics
295(1)
Videos
295(2)
Marketing Channels and Supply Chain Management
297(34)
Supply Chains and the Value Delivery Network
299(1)
The Nature and Importance of Marketing Channels
300(3)
How Channel Members Add Value
301(1)
Number of Channel Levels
302(1)
Channel Behavior and Organization
303(7)
Channel Behavior
303(2)
Vertical Marketing Systems
305(2)
Horizontal Marketing Systems
307(1)
Multichannel Distribution Systems
307(1)
Changing Channel Organization
308(2)
Marketing at Work 10.1---Disintermediation: The Music Industry Dances to a New iTune
310(1)
Channel Design Decisions
310(5)
Analyzing Consumer Needs
312(1)
Setting Channel Objectives
312(1)
Identifying Major Alternatives
312(2)
Evaluating the Major Alternatives
314(1)
Designing International Distribution Channels
314(1)
Channel Management Decisions
315(2)
Selecting Channel Members
316(1)
Managing and Motivating Channel Members
316(1)
Evaluating Channel Members
317(1)
Public Policy and Distribution Decisions
317(1)
Marketing Logistics and Supply Chain Management
318(6)
Nature and Importance of Marketing Logistics
318(1)
Goals of the Logistics System
319(1)
Major Logistics Functions
319(3)
Integrated Logistics Management
322(2)
Marketing at Work 10.2---UPS: ``Let Us Manage the Supply Chain; You Focus on What You Do Best''
324(7)
Rest Stop: Reviewing the Concepts
326(1)
Navigating the Key Terms
327(1)
Travel Log
328(1)
Under the Hood: Focus on Technology
328(1)
Focus on Ethics
329(1)
Videos
329(2)
Retailing and Wholesaling
331(30)
Retailing
333(3)
Types of Retailers
333(3)
Marketing at Work 11.1---Wal-Mart: The World's Largest Company
336(8)
Retailer Marketing Decisions
340(4)
Marketing at Work 11.2---Cabela's: Creating a Sense of Wonder for People Who Hate to Shop
344(8)
The Future of Retailing
346(6)
Wholesaling
352(4)
Types of Wholesalers
352(1)
Wholesaler Marketing Decisions
352(3)
Trends in Wholesaling
355(1)
Marketing at Work 11.3---Grainger: Making Life Easier and More Efficient for Both Buyers and Sellers?
356(5)
Rest Stop: Reviewing the Concepts
357(1)
Navigating the Key Terms
358(1)
Travel Log
358(1)
Under the Hood: Focus on Technology
359(1)
Focus on Ethics
359(1)
Videos
359(2)
Communicating Customer Value: Advertising, Sales Promotion, and Public Relations
361(38)
The Promotion Mix
363(1)
Integrated Marketing Communications
364(2)
The New Marketing Communications Landscape
364(1)
The Shifting Marketing Communications Model
364(1)
The Need for Integrated Marketing Communications
365(1)
Shaping the Overall Promotion Mix
366(4)
The Nature of Each Promotion Tool
367(2)
Promotion-Mix Strategies
369(1)
Advertising
370(6)
Setting Advertising Objectives
370(1)
Setting the Advertising Budget
371(1)
Developing Advertising Strategy
372(4)
Marketing at Work 12.1---Madison & Vine: The New Intersection of Advertising and Entertainment
376(5)
Marketing at Work 12.2---Alternative Media: Ads Popping Up in Unlikely Places
381(4)
Evaluating Advertising Effectiveness and Return on Advertising Investment
382(1)
Other Advertising Considerations
383(1)
Organizing for Advertising
383(2)
Sales Promotion
385(5)
Rapid Growth of Sales Promotion
385(1)
Sales Promotion Objectives
386(1)
Major Sales Promotion Tools
386(3)
Developing the Sales Promotion Program
389(1)
Public Relations
390(3)
The Role and Impact of Public Relations
390(2)
Major PR Tools
392(1)
Marketing at Work 12.3---Marketing on a Roll: Charmin's Potty Palooza
393(6)
Rest Stop: Reviewing the Concepts
394(1)
Navigating the Key Terms
395(1)
Travel Log
396(1)
Under the Hood: Focus on Technology
396(1)
Focus on Ethics
397(1)
Videos
397(2)
Communicating Customer Value: Personal Selling and Direct Marketing
399(35)
Personal Selling
401(1)
The Nature of Personal Selling
401(1)
The Role of the Sales Force
402(1)
Managing the Sales Force
402(4)
Designing Sales Force Strategy and Structure
402(4)
Marketing at Work 13.1---Point, Click, and Sell: Welcome to the Web-Based Sales Force
406(7)
Recruiting and Selecting Salespeople
408(1)
Training Salespeople
409(1)
Compensating Salespeople
410(1)
Supervising and Motivating Salespeople
411(2)
Evaluating Salespeople and Sales Force Performance
413(1)
The Personal Selling Process
413(4)
Steps in the Selling Process
414(2)
Personal Selling and Customer Relationship Management
416(1)
Direct Marketing
417(1)
The New Direct Marketing Model
417(1)
Benefits and Growth of Direct Marketing
417(1)
Marketing at Work 13.2---Dell: Be Direct!
418(7)
Customer Databases and Direct Marketing
420(1)
Forms of Direct Marketing
421(4)
Marketing at Work 13.3---Infomercials: But Wait, There's More!
425(9)
Integrated Direct Marketing
427(1)
Public Policy and Ethical Issues In Direct Marketing
428(2)
Rest Stop: Reviewing the Concepts
430(1)
Navigating the Key Terms
431(1)
Travel Log
432(1)
Under the Hood: Focus on Technology
432(1)
Focus on Ethics
433(1)
Videos
433(1)
Part Four Extending Marketing
434
Marketing In the Digital Age
435(30)
The Digital Age
437(1)
Marketing Strategy in the Digital Age
437(3)
E-business, E-commerce, and E-marketing in the Digital Age
438(1)
Benefits to Buyers
438(1)
Benefits to Sellers
439(1)
E-Marketing Domains
440(4)
B2C (Business to Consumer)
440(2)
B2B (Business to Business)
442(1)
C2C (Consumer to Consumer)
443(1)
C2B (Consumer to Business)
444(1)
Marketing on the Web
444(8)
Click-Only Versus Click-and-Mortar E-Marketers
444(3)
Setting Up an Online Marketing Presence
447(5)
Marketing at Work 14.1---``We Love You, Google Users''---and You, Too, Advertisers!
452(4)
Marketing at Work 14.2---E-Mail Marketing: The Hot Marketing Medium? Or Pestering Millions for Profit?
456(2)
The Promise and Challenges of E-Commerce
458(7)
The Continuing Promise of E-Commerce
458(1)
The Web's Darker Side
458(3)
Rest Stop: Reviewing the Concepts
461(1)
Navigating the Key Terms
462(1)
Travel Log
462(1)
Under the Hood: Focus on Technology
463(1)
Focus on Ethics
463(1)
Videos
463(2)
The Global Marketplace
465(28)
Global Marketing In the Twenty-First Century
467(1)
Looking at the Global Marketing Environment
468(7)
The International Trade System
468(3)
Economic Environment
471(1)
Political-Legal Environment
472(1)
Cultural Environment
473(2)
Marketing at Work 15.1---Globalization Versus Americanization: Does Globalization Wear Mickey Mouse Ears?
475(1)
Deciding Whether to Go International
476(1)
Deciding Which Markets to Enter
477(1)
Deciding How to Enter the Market
478(3)
Exporting
478(1)
Joint Venturing
479(2)
Direct Investment
481(1)
Deciding on the Global Marketing Program
481(4)
Product
483(1)
Promotion
484(1)
Marketing at Work 15.2---Watch Your Language!
485(4)
Price
486(2)
Distribution Channels
488(1)
Deciding on the Global Marketing Organization
489(4)
Rest Stop: Reviewing the Concepts
490(1)
Navigating the Key Terms
490(1)
Travel Log
490(1)
Under the Hood: Focus on Technology
491(1)
Focus on Ethics
491(1)
Videos
491(2)
Marketing Ethics and Social Responsibility
493
Social Criticisms of Marketing
495(12)
Marketing's Impact on Individual Consumers
495(5)
Marketing at Work 16.1---The National Obesity Debate: Who's to Blame?
500(3)
Marketing's Impact on Society As a Whole
503(3)
Marketing's Impact on Other Businesses
506(1)
Citizen and Public Actions to Regulate Marketing
507(3)
Consumerism
507(1)
Environmentalism
508(2)
Marketing at Work 16.2---Environmental Sustainability: Generating Profits While Helping to Save the Planet
510(3)
Public Actions to Regulate Marketing
512(1)
Business Actions Toward Socially Responsible Marketing
513
Enlightened Marketing
513(4)
Marketing Ethics
517(3)
Rest Stop: Reviewing the Concepts
520(1)
Navigating the Key Terms
521(1)
Travel Log
521(1)
Under the Hood: Focus on Technology
522(1)
Focus on Ethics
522(1)
Videos
522
Appendix 1 Video Cases1(1)
Appendix 2 Marketing Plan1(1)
Appendix 3 Marketing Math1(1)
Appendix 4 Careers in Marketing1(1)
Glossary1(1)
References1(1)
Credits1(1)
Index1

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