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Essentials of Marketing

by: LAMB/HAIR/MCDANIEL

Essentials of Marketing

by: LAMB/HAIR/MCDANIEL

ISBN 13:
9780324316643
ISBN 10:
032431664X
Edition: 5th
Format: Paperback
Copyright: 10/07/2005
Publisher: South-Western College Pub
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Summary

ESSENTIALS OF MARKETING, 5th continues the tradition of providing comprehensive, up-to-the minute coverage of key marketing topics in a brief text. ESSENTIALS OF MARKETING, 5th is ideal for those who wish to incorporate outside projects or readings into their course. Key principles are illustrated by hundreds of fresh, new examples, while the latest concepts and theories are covered in detail with numerous illustrations. Organized around the marketing mix, this thoroughly revised text features a comprehensive supplement package.

PART 1 The World of Marketing

(114)

An Overview of Marketing

(44)

What Is Marketing?

(1)

The Concept of Exchange

(1)

Marketing Management Philosophies

(2)

Production Orientation

(1)

Sales Orientation

(1)

Market Orientation

(1)

Societal Marketing Orientation

(1)

Implementation of the Marketing Concept

(5)

Customer Value and Customer Satisfaction

(2)

Building Relationships

(2)

The Marketing Process

(1)

Environmental Scanning

(1)

Organization Mission

(1)

Marketing Opportunity Analysis

(1)

Marketing Strategy

(3)

Target Market Strategy

(1)

Marketing Objectives

(1)

Marketing Mix

(1)

Implementation

(1)

Evaluation

(1)

Corporate Social Responsibility

(2)

Ethical Behavior in Business

(4)

Morality and Business Ethics

(1)

Ethical Decision Making

(1)

Ethical Guidelines

(2)

Why Study Marketing?

Marketing Plays an Important Role in Society

(1)

Marketing Is Important to Businesses

(1)

Marketing Offers Outstanding Career Opportunities

(1)

Marketing Affects Your Life Every Day

(1)

Looking Ahead

(1)

Use It Now

(1)

Review and Applications

(2)

Terms

(1)

Exercises

(2)

Entrepreneurship Case: Cirque de Soleil: The Fire Within

(2)

Rockstar Games: Caught in Their Own Vice

(1)

Watch It

(2)

Careers in Marketing Appendix

(9)

Marketing Plan Appendix

(4)

The Marketing Environment

(30)

The External Marketing Environment

(2)

Understanding the External Environment

(1)

Environmental Management

(1)

Social Factors

(2)

American Values

(1)

The Growth of Component Lifestyles

(1)

The Changing Roles of Families and Working Women

(1)

Demographic Factors

(4)

Generation Y

(1)

Generation X

(1)

Baby Boomers---America's Mass Market

(1)

Older Consumers: Not Just Grandparents

(1)

Americans on the Move

(1)

Growing Ethnic Markets

(3)

Marketig to Hispanic Americans

(1)

Marketing to African Americans

(1)

Marketing to Asian Americans

(1)

Ethnic and Cultural Diversity

(1)

Economic Factors

(3)

Rising Incomes

(1)

Purchasing Power

(1)

Inflation

(1)

Recession

(1)

Technological Factors

(1)

Political and Legal Factors

(3)

Federal Legislation

(2)

State Laws

(1)

Regulatory Agencies

(1)

Competitive Factors

(2)

Competition for Market Share and Profits

(1)

Global Competition

(1)

The Impact of Terrorism on Business

(1)

Use It Now

(1)

Review and Applications

(2)

Terms

(1)

Exercises

(1)

Entrepreneurship Case: Ballet: Dancing on a Tightrope

(2)

Watch It

(2)

Developing a Global Vision

(39)

Rewards of Global Marketing

(3)

Importance of Global Marketing to the United States

(1)

The Fear of Trade and Globalization

(1)

Benefits of Globalization

(1)

The Impact of Terrorism on Global Trade

(1)

Multinational Firms

(3)

Global Marketing Standardization

(1)

External Environment Facing Global Marketers

(8)

Culture

(2)

Economic and Technological Development

(1)

Political Structure and Actions

(5)

Demographic Makeup

(1)

Natural Resources

(1)

Global Marketing by the Individual Firm

(6)

Exporting

(2)

Licensing

(1)

Contract Manufacturing

(1)

Joint Venture

(1)

Direct Investment

(1)

The Global Marketing Mix

(7)

Product and Promotion

(3)

Place (Distribution)

101

(1)

Pricing

102

(3)

The Impact of the Internet

105

(1)

Use It Now

106

(1)

Review and Applications

107

(1)

Terms

108

(1)

Exercises

109

(1)

Entrepreneurship Case: MTV: Rocking the World One Nation At a Time

110

(1)

Watch It

111

(1)

Part 1 Closing

112

(3)

Marketing Miscues: Scholastic Stumbles, Even with Market Access

112

(1)

Critical Thinking Case: Vivendi Universal Games: Theft of Source Code for Half-Life 2

113

(2)

PART 2 Analyzing Marketing Opportunities

115

(144)

Consumer Decision Making

116

(42)

The Importance of Understanding Consumer Behavior

118

(1)

The Consumer Decision-Making Process

118

(6)

Need Recognition

118

(2)

Information Search

120

(2)

Evaluation of Alternatives and Purchase

122

(1)

Postpurchase Behavior

123

(1)

Types of Consumer Buying Decisions and Consumer Involvement

124

(3)

Factors Determining the Level of Consumer Involvement

125

(1)

Marketing Implications of Involvement

126

(1)

Factors Influences on Consumer Buying Decisions

127

(1)

Cultural Influences on Consumer Buying Decisions

128

(7)

Culture and Values

128

(3)

Understanding Culture Differences

131

(1)

Subculture

132

(1)

Social Class

133

(2)

Social Influences on Consumer Buying Decisions

135

(5)

Reference Groups

135

(2)

Opinion Leaders

137

(1)

Family

138

(2)

Individual Influences on Consumer Buying Decisions

140

(3)

Gender

140

(1)

Age and Family Life-Cycle Stage

141

(1)

Personality, Self-Concept, and Lifestyle

142

(1)

Psychological Influences on Consumer Buying Decisions

143

(8)

Perception

144

(2)

Motivation

146

(2)

Learning

148

(1)

Beliefs and Attitudes

149

(2)

Use It Now

151

(1)

Review and Applications

152

(2)

Terms

154

(1)

Exercises

154

(1)

Entrepreneurship Case: Bucking the Trend: Is ``Family'' the Next Theme Restaurant?

155

(1)

Watch It

156

(2)

Business Marketing

158

(26)

What Is Business Marketing?

160

(1)

Business Marketing on the Internet

160

(3)

Three Illustrations

161

(1)

Potential Unrealized

162

(1)

Relationship Marketing and Strategic Alliances

163

(3)

Strategic Alliances

163

(1)

Relationships on Other Cultures

164

(2)

Major Categories of Business Customers

166

(2)

Producers

166

(1)

Resellers

166

(1)

Governments

166

(1)

Institutions

167

(1)

The North American Industry Classification System

168

(1)

Business versus Consumer Markets

169

(3)

Demand

169

(1)

Purchase Volume

170

(1)

Number of Customers

170

(1)

Location of Buyers

171

(1)

Distribution Structure

171

(1)

Nature of Buying

171

(1)

Nature of Buying Influence

171

(1)

Type of Negotiations

171

(1)

Use of Reciprocity

172

(1)

Use of Leasing

172

(1)

Primary Promotional Method

172

(1)

Types of Business Products

172

(3)

Major Equipment

172

(1)

Accessory Equipment

173

(1)

Raw Materials

173

(1)

Component Parts

173

(1)

Processed Materials

174

(1)

Supplies

174

(1)

Business Services

174

(1)

Business Buying Behavior

175

(4)

Buying Centers

175

(1)

Evaluative Criteria

176

(1)

Buying Situations

177

(1)

Business Ethics

178

(1)

Customer Service

178

(1)

Use It Now

179

(1)

Review and Applications

179

(2)

Terms

181

(1)

Exercises

181

(1)

Entrepreneurship Case: The Segway Company: Reinventing the Wheel

182

(1)

Watch It

183

(1)

Segmenting and Targeting Markets

184

(36)

Market Segmentation

186

(1)

The Importance of Market Segmentation

187

(1)

Criteria for Successful Segmentation

187

(1)

Bases for Segmenting Consumer Markets

188

(10)

Geographic Segmentation

188

(1)

Demographic Segmentation

189

(6)

Psychographic Segmentation

195

(1)

Benefit Segmentation

196

(1)

Usage-Rate Segmentation

197

(1)

Bases for Segmenting Business Markets

198

(1)

Company Characteristics

198

(1)

Buying Processes

198

(1)

Customer Relationship

199

(1)

Steps in Segmenting a Market

199

(1)

Strategies for Selecting Target Markets

200

(4)

Undifferentiated Targeting

201

(1)

Concentrated Targeting

202

(1)

Multisegment Targeting

203

(1)

One-to-One Marketing

204

(1)

Forces Influencing One-to-One Marketing

205

(2)

Increasing Diversity

205

(1)

More Demanding, Time-Poor Consumers

205

(1)

Decreasing Brand Loyalty

206

(1)

Emergence of New Media Alternatives

206

(1)

Demand for Accountability

206

(1)

How Have These Trends Influenced One-to-One Marketing

207

(1)

Privacy Concerns with One-to-One Marketing

207

(2)

Positioning

209

(4)

Perceptual Mapping

210

(1)

Positioning Bases

210

(2)

Repositioning

212

(1)

Use It Now

213

(1)

Review and Applications

213

(2)

Terms

215

(1)

Exercises

216

(1)

Entrepreneurship Case: Viva Las Vegas

217

(1)

Watch It

218

(2)

Decision Support Systems and Marketing Research

220

(39)

Marketing Decision Support Systems

222

(1)

The Role of Marketing Research

223

(3)

Management Uses of Marketing Research

223

(3)

Steps in a Marketing Research Project

226

(16)

Secondary Data

227

(1)

The New Age of Secondary Information: The Internet

228

(2)

Planning the Research Design and Gathering Primary Data

230

(7)

Specifying the Sampling Procedures

237

(2)

Collecting the Data

239

(1)

Analyzing the Data

239

(2)

Preparing and Presenting the Report

241

(1)

Following Up

241

(1)

The Profound Impact of the Internet on Marketing

242

(5)

Advantages of Internet Surveys

242

(1)

Uses of the Internet by Marketing Researchers

243

(4)

Scanner-Based Research

247

(1)

When Should Marketing Research Be Conducted?

248

(1)

Competitive Intelligence

248

(2)

Sources of Competitive Intelligence

249

(1)

Use It Now

250

(1)

Review and Applications

250

(2)

Terms

252

(1)

Exercises

252

(1)

Entrepreneurship Case: Cool and How to Find It: Look-Look

253

(2)

Watch It

255

(1)

Part 2 Closing

256

(3)

Marketing Miscues: Remembering the Alamo may be Painful for Disney

256

(1)

Critical Thinking Case: Tall Magazine Debuts to the Vertically-Gifted Crowd

257

(2)

PART 3 Product and Distribution Decisions

259

(128)

Product and Services Concepts

260

(26)

What Is a Product?

262

(1)

Types of Consumer Products

262

(2)

Convenience Products

262

(1)

Shopping Products

263

(1)

Specialty Products

264

(1)

Unsought Products

264

(1)

The Importance of Services

264

(1)

How Services Differ from Goods

265

(2)

Intangibility

265

(1)

Inseparability

266

(1)

Heterogeneity

266

(1)

Perishability

267

(1)

Product Items, Lines, and Mixes

267

(9)

Adjustments to Product Items, Lines, and Mixes

268

(3)

Benefits of Branding

271

(1)

Branding Strategies

272

(3)

Trademarks

275

(1)

Packaging

276

(3)

Packaging Functions

276

(2)

Labeling

278

(1)

Universal Product Codes

279

(1)

Product Warranties

279

(1)

Use It Now

280

(1)

Review and Applications

280

(2)

Terms

282

(1)

Exercises

282

(1)

Entrepreneurship Case: Finally a Garage Band that Really Rocks

283

(1)

Watch It

284

(2)

Developing and Managing Products

286

(24)

The Importance of New Products

288

(1)

Categories of New Products

288

(1)

The New-Product Development Process

289

(9)

New-Product Strategy

289

(1)

Idea Generation

290

(1)

Idea Screening

291

(1)

Business Analysis

292

(1)

Development

293

(1)

Test Marketing

294

(2)

Commercialization

296

(2)

The Spread of New Products

298

(2)

Diffusion of Innovation

298

(1)

Product Characteristics and the Rate of Adoption

299

(1)

Marketing Implications of the Adoption Process

300

(1)

Product Life Cycles

300

(5)

Introductory Stage

301

(1)

Growth Stage

302

(1)

Maturity Stage

302

(1)

Decline Stage

303

(1)

Implications for Marketing Management

304

(1)

Use It Now

305

(1)

Review and Applications

305

(1)

Terms

306

(1)

Exercises

306

(1)

Entrepreneurship Case: Valvoline: Coming to a Pep Rally Near You

307

(1)

Watch It

308

(2)

Marketing Channels and Supply Chain Management

310

(38)

Marketing Channels

312

(3)

Providing Specialization and Division of Labor

312

(1)

Overcoming Discrepancies

312

(1)

Providing Contact Efficiency

313

(2)

Channel Intermediaries and Their Functions

315

(2)

Channel Functions Performed by Intermediaries

316

(1)

Channel Structures

317

(5)

Channels for Consumer Products

318

(1)

Channels for Business and Industrial Products

319

(1)

Alternative Channel Arrangements

320

(2)

Supply Chain Management

322

(2)

Benefits of Supply Chain Management

324

(1)

Making Channel Strategy Decision

324

(3)

Factors Affecting Channel Choice

324

(2)

Levels of Distribution Intensity

326

(1)

Managing Channel Relationships

327

(3)

Channel Power, Control, and Leadership

328

(1)

Channel Conflict

328

(1)

Channel Partnering

329

(1)

Managing the Logistical Components of the Supply Chain

330

(6)

Sourcing and Procurement

331

(1)

Production Scheduling

331

(1)

Order Processing

332

(1)

Inventory Control

333

(1)

Warehousing and Materials-Handling

334

(1)

Transportation

335

(1)

Trends in Supply Chain Management

336

(2)

Advanced Computer Technology

336

(1)

Outsourcing Logistics Functions

337

(1)

Electronic Distribution

338

(1)

Channels and Distribution Decisions for Services

338

(2)

Use It Now

340

(1)

Review and Applications

340

(3)

Terms

343

(1)

Exercises

344

(1)

Entrepreneurship Case: Carsdirect.com: Driving Car Buyers to the Internet

345

(1)

Watch It

346

(2)

Retailing

348

(39)

The Role of Retailing

350

(1)

Classification of Retail Operations

351

(1)

Ownership

351

(1)

Level of Service

351

(1)

Product Assortment

351

(1)

Price

352

(1)

Major Types of Retail Operations

352

(7)

Department Stores

352

(1)

Specialty Stores

353

(1)

Supermarkets

353

(1)

Drugstores

354

(1)

Convenience Stores

355

(1)

Discount Stores

355

(3)

Restaurants

358

(1)

Nonstore Retailing

359

(6)

Automatic Vending

359

(1)

Direct Retailing

360

(1)

Direct Marketing

361

(1)

Electronic Retailing

362

(3)

Franchising

365

(2)

Retail Marketing Strategy

367

(8)

Defining a Target Market

367

(1)

Choosing the Retailing Mix

368

(7)

New Developments in Retailing

375

(2)

Interactivity

375

(1)

M-Commerce

376

(1)

Use It Now

377

(1)

Review and Applications

377

(2)

Terms

379

(1)

Exercises

379

(2)

Entrepreneurship Case: Best Buy Gives a Whole New Meaning to ``Thousands of Possibilities. Get Yours.''

381

(1)

Watch It

382

(4)

Part 3 Closing

386

(1)

Marketing Miscues: Comic Book Distribution Methods Define (and Shrink) Audience

384

(3)

Critical Thinking Case: Twister Moves-The Cool Hip Dance Version of the Classic Game of Twister

387

(1)

PART 4 Promotion and Pricing Decisions

387

(115)

Marketing Communications and Advertising

388

(44)

Promotional Elements and the Marketing Mix

390

(4)

Advertising

390

(1)

Public Relations

391

(1)

Sales Promotion

392

(1)

Personal Selling

393

(1)

Marketing Communication

394

(4)

The Communication Process

394

(3)

The Communication Process and the Promotional Mix

397

(1)

Promotional Goals, Tasks, and the AIDA Concept

398

(4)

Informing

398

(1)

Persuading

398

(1)

Reminding

399

(1)

The AIDA Concept

399

(1)

AIDA and the Promotional Mix

400

(2)

Factors Affecting the Promotional Mix

Nature of the Product

402

(1)

Stage in the Product Life Cycle

403

(1)

Target Market Characteristics

403

(1)

Type of Buying Decision

403

(1)

Available Funds

404

(1)

Push and Pull Strategies

404

(1)

Integrated Marketing Communications

405

(1)

The Effects of Advertising

406

(2)

Advertising and Market Share

407

(1)

The Effects of Advertising on Consumers

408

(1)

Major Types of Advertising

408

(3)

Institutional Advertising

408

(1)

Product Advertising

409

(2)

Creative Decisions in Advertising

411

(4)

Identifying Product Benefits

411

(1)

Developing and Evaluating Advertising Appeals

412

(1)

Executing the Message

413

(2)

Postcampaign Evaluation

415

(1)

Media Decisions in Advertising

415

(8)

Media Types

416

(4)

Media Selection Considerations

420

(2)

Media Scheduling

422

(1)

Use It Now

423

(1)

Review and Applications

424

(3)

Terms

427

(1)

Exercises

427

(1)

Entrepreneurship Case: The Move from TV to TiVo

428

(2)

Watch It

430

(2)

Public Relations, Sales Promotion, and Personal Selling

432

(32)

Public Relations

434

(3)

Major Public Relations Tools

434

(3)

Managing Unfavorable Publicity

437

(1)

Sales Promotion

437

(2)

The Objectives of Sales Promotion

438

(1)

Tools for Consumer Sales Promotion

439

(6)

Coupons and Rebates

439

(2)

Premiums

441

(1)

Loyalty Marketing Programs

441

(1)

Contests and Sweepstakes

442

(1)

Sampling

442

(1)

Point-of-Purchase Promotion

443

(1)

Online Sales Promotion

444

(1)

Tools for Trade Sales Promotion

445

(1)

Personal Selling

446

(1)

Relationship Selling

447

(2)

Steps in the Selling Process

449

(9)

Generating Leads

450

(1)

Qualifying Leads

451

(1)

Approaching the Customer and Probing Needs

452

(2)

Developing and Proposing Solutions

454

(1)

Handling Objections

455

(1)

Closing the Sale

455

(1)

Following Up

456

(2)

Use It Now

458

(1)

Review and Applications

458

(2)

Terms

460

(1)

Exercises

460

(2)

Entrepreneurship Case: Varsity Group: The Campus Bookstore Alternative

462

(1)

Watch It

463

(1)

Pricing Concepts

464

(38)

The Importance of Price

466

(1)

What Is Price?

466

(1)

The Importance of Price to Marketing Managers

466

(1)

Pricing Objectives

467

(3)

Profit-Oriented Pricing Objectives

467

(2)

Sales-Oriented Pricing Objectives

469

(1)

Status Quo Pricing Objectives

469

(1)

The Demand Determinant of Price

470

(1)

The Nature of Demand

470

(1)

Elasticity of Demand

470

(1)

The Power of Yield Management Systems

471

(1)

The Cost Determinant of Price

472

(2)

Markup Pricing

473

(1)

Break-Even Pricing

473

(1)

Other Determinants of Price

474

(6)

Stages in the Product Life Cycle

475

(1)

The Competition

475

(1)

Distribution Strategy

475

(1)

The Impact of the Internet and Extranets

476

(2)

Promotion Strategy

478

(1)

Demands of Large Customers

479

(1)

The Relationship of Price to Quality

479

(1)

How to Set a Price on a Product

480

(4)

Establish Pricing Goals

480

(1)

Estimate Demand, Costs, and Profits

480

(1)

Choose a Price Strategy

480

(4)

The Legality and Ethics of Price Strategy

484

(2)

Unfair Trade Practices

484

(1)

Price Fixing

484

(1)

Price Discrimination

484

(1)

Predatory Pricing

485

(1)

Tactics for Fine-Tuning the Base Price

486

(6)

Discounts, Allowances, Rebates, and Value-Based Pricing

486

(1)

Geographic Pricing

487

(1)

Other Pricing Tactics

488

(3)

Consumer Penalties

491

(1)

Use It Now

492

(1)

Review and Applications

492

(3)

Terms

495

(1)

Exercises

495

(1)

Entrepreneurship Case: HDNet Aims to Redefine Television

496

(1)

Watch It

497

(3)

Part 4 Closing

500

(2)

Marketing Miscues: Will Knott's Berry Farm Attract Visitors, Start a Price War, or Decrease Revenue?

500

(1)

Critical Thinking Case: Adidas Takes Human Billboards to New Heights

501

(1)

Glossary

502

(10)

Endnotes

512

(12)

Index

524

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Essentials of Marketing

Essentials of Marketing

9780324316643

032431664X

Summary

Table of Contents

Supplemental Materials

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Amazon no longer offers textbook rentals. We do!

Essentials of Marketing

Essentials of Marketing

9780324316643

032431664X

Summary

Table of Contents

Supplemental Materials

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