Amazon no longer offers textbook rentals. We do!

Basic Marketing: A Global Managerial Approach (text only)

by: PERREAULT

Basic Marketing: A Global Managerial Approach (text only)

by: PERREAULT

ISBN 13:
9780256209822
ISBN 10:
0256209820
Edition: 13TH
Copyright: 01/01/1999
Publisher: MCG

Rent

Sorry, this item is currently unavailable.

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

Extend or Purchase Your Rental at Any Time

Need to keep your rental past your due date? At any time before your due date you can extend or purchase your rental through your account.

Summary

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

(30)

How Marketing-What's It All About?

(1)

Marketing Relates to Production

(1)

Marketing Is Important to You

(2)

How Should We Define Marketing?

(1)

Micro-Marketing Defined

(2)

The Focus of This Text--Management-Oriented Micro-Marketing

(1)

Macro-Marketing Defined

(1)

Every Society Needs an Economic System

(1)

How Economic Decisions Are Made

(3)

All Economies Need Macro-Marketing Systems

(3)

The Role of Marketing in Economic Development

(1)

Stages of Economic Development

(2)

Nations' Macro-Marketing Systems Are Connected

(2)

Can Mass Production Satisfy a Society's Consumption Needs?

(2)

Who Performs Marketing Functions?

(2)

How Well Does Our Macro-Marketing System Work?

(4)

Conclusion

(1)

Questions and Problems

(1)

Suggested Cases

(1)

Computer-Aided Problem

(1)

Marketing's Role within the Firm or Nonprofit Organization

(30)

Marketing's Role Has Changed a Lot Over the Years

(1)

What Does the Marketing Concept Mean?

(2)

Adoption of the Marketing Concept Has Not Been Easy or Universal

(1)

The Marketing Concept and Customer Value

(3)

The Marketing Concept Applies in Nonprofit Organizations

(2)

The Marketing Concept, Social Responsibility, and Marketing Ethics

(1)

The Management Job in Marketing

(2)

What Is Marketing Strategy Planning?

(1)

Selecting a Market-Oriented Strategy Is Target Marketing

(1)

Developing Marketing Mixes for Target Markets

(6)

The Marketing Plan Is a Guide to Implementation and Control

(2)

The Importance of Marketing Strategy Planning

(1)

Creative Strategy Planning Needed for Survival

(4)

Conclusion

(1)

Questions and Problems

(1)

Suggested Cases

(1)

Computer-Aided Problem

(1)

Focusing Marketing Strategy with Segmentation and Positioning

(30)

What Are Attractive Opportunities?

(1)

Marketing Strategy Planning Process Highlights Opportunities

(2)

Types of Opportunities to Pursue

(2)

International Opportunities Should Be Considered

(1)

Search for Opportunities Can Begin by Understanding Markets

(2)

Naming Product Markets and Generic Markets

(1)

Market Segmentation Defines Possible Target Markets

(6)

What Dimensions Are Used to Segment Markets?

(4)

More Sophisticated Techniques May Help in Segmenting

(2)

Differentiation and Positioning Take the Customer Point of View

(6)

Conclusion

(1)

Questions and Problems

(1)

Suggested Cases

(1)

Computer-Aided Problem

(2)

Evaluating Opportunities in the Changing Marketing Environment

(32)

The Marketing Environment

(1)

Objectives Should Set Firm's Course

(3)

Company Resources May Limit Search for Opportunities

(2)

Analyzing Competitors and the Competitive Environment

(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 Fundamentals

643

(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 Arithmetic

657

(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 Marketing

669

(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 Cases

683

(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)

Cases

697

(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 Problems

737

(6)

Notes

743

(44)

Illustration Credits

787

Author Index

I-1

Subject Index

I-11

Glossary

G-1

Amazon no longer offers textbook rentals. We do!

Basic Marketing: A Global Managerial Approach (text only)

Basic Marketing: A Global Managerial Approach (text only)

9780256209822

0256209820

Summary

Table of Contents

Supplemental Materials

Write a Review

Amazon no longer offers textbook rentals. We do!

Basic Marketing: A Global Managerial Approach (text only)

Basic Marketing: A Global Managerial Approach (text only)

9780256209822

0256209820

Summary

Table of Contents

Supplemental Materials

Write a Review

Related Products