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Essentials of Marketing

by: LAMB/HAIR/MCDANIEL

Essentials of Marketing

by: LAMB/HAIR/MCDANIEL

ISBN 13:
9780324282924
ISBN 10:
0324282923
Edition: 4th
Format: Paperback
Copyright: 01/09/2004
Publisher: South-Western College Pub
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Summary

Essentials of Marketing, 4e, continues the tradition of providing comprehensive, up-to-the minute coverage of key marketing topics in a brief text. 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 and companion Web site.

Preface

xvii

PART 1 The World of Marketing

(108)

Cross-Functional Connections: Cross-Funtional Business Systems: Putting the Customer at the Center

(2)

An Overview of Marketing

(24)

What Is Marketing?

(1)

The Concept of Exchange

(1)

Marketing Management Philosophies

(3)

Production Orientation

(1)

Sales Orientation

(1)

Market Orientation

(1)

Societal Marketing Orientation

(1)

Implementation of the Marketing Concept

(4)

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)

Why Study Marketing?

(2)

Marketing Plays an Important Role in Society

(1)

Marketing Is Important to Business

(1)

Marketing Offers Outstanding Career Opportunities

(1)

Marketing Affects Your Life Every Day

(1)

Looking Ahead

(1)

Connect It

(1)

Use It

(1)

Review It

(2)

Define It

(1)

Apply It

(1)

Think About It

(1)

Try It Entrepreneurship Case: A Noode for a New Generation

(1)

Watch It

(1)

Flip It

(1)

Click It

(2)

Ethics, Social Responsibility, and the Marketing Environment

(36)

Ethical Behavior in Business

(1)

Morality and Business Ethics

(1)

Ethical Decision Making

(2)

Ethical Guidelines

(2)

Corporate Social Responsibility

(1)

The External Marketing Environment

(1)

Understanding the External Environment

(1)

Environmental Management

(1)

Social Factors

(3)

American Values

(1)

The Growth of Component Lifestyles

(1)

The Changing Role of Families and Working Women

(1)

Demographic Factors

(5)

Generation Y

(1)

Generation X

(1)

Balry Boomers: America's Mass Market

(1)

Older Consumers: Not Just Grand-parents

(1)

Growing Ethnic Markets

(3)

Ethnic and Cultural Diversity

(3)

Economic Factors

(2)

Rising Incomes

(1)

Inflation

(1)

Recession

(1)

Technological and Resource Factors

(1)

Political and Legal Factors

(4)

Federal Legislation

(1)

State Laws

(1)

Regulatory Agencies

(2)

Competitive Factors

(1)

Competition for Market Share and Profits

(1)

Global Competition

(1)

Connect It

(1)

Use It

(1)

Review It

(3)

Define It

(1)

Apply It

(1)

Think About It

(1)

Try It Entrepreneurship Case: Identix: Shedding Light on Modern Security

(1)

Watch It

(1)

Flip It

(1)

Click It

(2)

Developing a Global Vision

(45)

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 Globalization Track Record

(1)

The Impact of Terrorism on Global Trade

(1)

Multinational Firms

(3)

Multinational Advantage

(1)

Global Marketing Standardization

(1)

External Environment Facing Global Marketers

(10)

Culture

(2)

Economic and Technological Development

(1)

Political Structure and Actions

(6)

Demographic Makeup

(1)

Natural Resources

(1)

Global Marketing by the Individual Firm

(6)

Export

(1)

Licensing

(2)

Contract Manufacturing

(1)

Joint Venture

(1)

Direct Investment

(1)

The Global Marketing Mix

(7)

Product and Promotion

(4)

Pricing

(2)

Distribution

(1)

The Impact of the Internet

(1)

Connect It

(1)

Use It

(1)

Review It

(2)

Define It

(1)

Apply It

(1)

Think About It

100

(1)

Try It Entrepreneurship Case: Israel: A Ray of Light in the Global Optics Industry

100

(1)

Watch It

101

(1)

Flip It

101

(1)

Click It

102

(2)

Closing

104

(1)

Marketing Miscues: Kmart's Blue Lights Are in the Red

104

(1)

Critical Thinking Case: Hewlett-Packard's Cooltown Puts Everyone and Everything on the Web

105

(1)

Marketing Planning Activities

106

(2)

Cross-Functional Connections Solutions

108

(1)

PART 2 Analyzing Marketing Opportunities

109

(150)

Cross-Functional Connections: Information Integration to Satisfy Customer Wants and Needs

110

(2)

Consumer Decision Making

112

(44)

The Importance of Understanding Consumer Behavior

114

(1)

The Consumer Decision-Making Process

114

(6)

Need Recognition

114

(2)

Information Search

116

(2)

Evaluation of Alternatives and Purchase

118

(1)

Postpurchase Behavior

119

(1)

Types of Consumer Buying Decisions and Consumer Involvement

120

(3)

Factors Determining the Level of Consumer Involvement

121

(1)

Marketing Implications of Involvement

122

(1)

Factors Influencing Consumer Buying Decisions

123

(1)

Cultural Influences on Consumer Buying Decisions

123

(8)

Culture and Values

123

(4)

Understanding Culture Differences

127

(1)

Subculture

128

(1)

Social Class

129

(2)

Social Influences on Consumer Buying Decisions

131

(6)

Reference Groups

132

(1)

Opinion Leaders

133

(3)

Family

136

(1)

Individual Influences on Consumer Buying Decisions

137

(3)

Gender

137

(1)

Age and Family Life-Cycle Stage

138

(1)

Personality, Self-Concept, and Lifestyle

139

(1)

Psychological Influences on Consumer Buying Decisions

140

(8)

Perception

141

(2)

Motivation

143

(2)

Learning

145

(1)

Beliefs and Attitudes

146

(2)

Connect It

148

(1)

Use It

148

(1)

Review It

149

(2)

Define It

151

(1)

Apply It

152

(1)

Think About It

152

(1)

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

152

(2)

Watch It

154

(1)

Flip It

154

(1)

Click It

154

(2)

Business Marketing

156

(28)

What Is Business Marketing?

158

(1)

Business Marketing on the Internet

158

(3)

Two Success Stories

158

(1)

Potential Unrealized

159

(1)

Benefits of Business Marketing on the Internet

159

(2)

Relationship Marketing and Strategic Alliances

161

(1)

Strategic Alliances

161

(1)

Relationships in Other Cultures

162

(1)

Major Categories of Business Customers

162

(3)

Producers

162

(1)

Resellers

163

(1)

Governments

164

(1)

Institutions

164

(1)

The North American Industry Classification System

165

(1)

Business versus Consumer Markets

165

(6)

Demand

167

(2)

Purchase Volume

169

(1)

Number of Customers

169

(1)

Location of Buyers

169

(1)

Distribution Structure

169

(1)

Nature of Buying

170

(1)

Nature of Buying Influence

170

(1)

Type of Negotiations

170

(1)

Use of Reciprocity

170

(1)

Use of Leasing

170

(1)

Primary Promotional Method

170

(1)

Types of Business Products

171

(2)

Major Equipment

171

(1)

Accessory Equipment

171

(1)

Raw Materials

171

(1)

Component Parts

171

(1)

Processed Materials

172

(1)

Supplies

172

(1)

Business Services

172

(1)

Business Buying Behavior

173

(4)

Buying Centers

173

(1)

Evaluative Criteria

174

(1)

Buying Situations

175

(1)

Business Ethics

176

(1)

Customer Service

176

(1)

Connect It

177

(1)

Use It

178

(1)

Review It

178

(2)

Define It

180

(1)

Apply It

180

(1)

Think About It

181

(1)

Try It Entrepreneurship Case: W.W. Grainger: Moving Maintenance to the Internet Space

181

(1)

Watch It

182

(1)

Flip It

183

(1)

Click It

183

(1)

Segmenting and Targeting Markets

184

(32)

Market Segmentation

186

(1)

The Importance of Market Segmentation

186

(1)

Crtieria for Successful Segmentation

187

(1)

Bases for Segmenting Consumer Markets

188

(9)

Geographic Segmentation

188

(2)

Demographic Segmentation

190

(3)

Psychographic Segmentation

193

(2)

Benefit Segmentation

195

(1)

Usage-Rate Segmentation

196

(1)

Bases for Segmenting Business Markets

197

(2)

Company Characteristics

198

(1)

Buying Processes

198

(1)

Customer Relationship

198

(1)

Steps in Segmenting a Market

199

(1)

Strategies for Selecting Target Markets

200

(3)

Undifferentiated Targeting

201

(1)

Concentrated Targeting

202

(1)

Multisegment Targeting

203

(1)

Positioning

203

(4)

Perceptual Mapping

205

(1)

Positioning Bases

205

(1)

Repositioning

206

(1)

Global Issues in Market Segmentation and Targeting

207

(1)

Connect It

207

(1)

Use It

208

(1)

Review It

208

(2)

Define It

210

(1)

Apply It

210

(1)

Think About It

211

(1)

Try It Entrepreneurship Case: Segmenting the On-Line Market: The Case of eBay

211

(2)

Watch It

213

(1)

Flip It

213

(1)

Click It

213

(3)

Decision Support Systems and Marketing Reseach

216

(43)

Marketing Decision Support Systems

218

(1)

The Role of Marketing Research

219

(2)

Management Uses of Marketing Research

219

(2)

Steps in a Marketing Research Project

221

(20)

Secondary Data

223

(1)

The New Age of Secondary Information: The Internet

224

(1)

Planning the Research Design and Gathering Primary Data

225

(12)

Specifying the Sampling Procedures

237

(2)

Collecting the Data

239

(1)

Analyzing the Data

239

(1)

Preparing and Presenting the Report

240

(1)

The Profound Impact of the Internet on Marketing Research

241

(3)

Advantages of Internet Surveys

241

(2)

Other Uses of the Internet by Marketing Researchers

243

(1)

Scanner-Based Research

244

(1)

When Should Marketing Research Be Conducted?

244

(1)

Competitive Intelligence

245

(1)

Advantages of Competitive Intelligence

245

(1)

Sources of Competitive Intelligence

246

(1)

Connect It

246

(1)

Use It

247

(1)

Review It

247

(2)

Define It

249

(1)

Apply It

250

(1)

Think About It

250

(1)

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

251

(1)

Watch It

252

(1)

Flip It

252

(1)

Click It

253

(1)

Closing

254

(1)

Marketing Miscues: Metricom's Ricochet Fails to Rebound

254

(1)

Critical Thinking Case: Square Two: On Par with Female Golfers' Needs

255

(1)

Marketing Planning Activities

256

(1)

Cross-Functional Connections Solutions

257

(2)

Product and Distribution Decisions

259

(140)

Cross-Functional Connections: Cross-Functional Collaboration in Speeding Products to Market

260

(2)

Product and Services Concepts

262

(26)

What Is a Product?

264

(1)

Types of Consumer Products

264

(2)

Convenience Products

264

(1)

Shopping Products

265

(1)

Specialty Products

265

(1)

Unsought Products

266

(1)

The Importance of Services

266

(1)

How Services Differ from Goods

267

(1)

Services Are Intangible Performances

267

(1)

Services Are Produced and Consumed Simultaneously

268

(1)

Services Have Greater Variability

268

(1)

Services Are Perishable

268

(1)

Product Items, Lines and Mixes

268

(4)

Adjustments to Product Items, Lines, and Mixes

270

(1)

Product Modification

270

(1)

Repositioning

271

(1)

Product Line Extensions

271

(1)

Product Line Contraction

271

(1)

Branding

272

(7)

Benefits of Branding

273

(2)

Branding Strategies

275

(1)

Generic Products versus Branded Products

275

(1)

Manufacturers' Brands versus Private Brands

276

(1)

Individual Brands versus Family Brands

276

(1)

Cobranding

277

(1)

Trademarks

278

(1)

Packaging

279

(2)

Packaging Functions

279

(2)

Labeling

281

(1)

Universal Product Codes

281

(1)

Product Warranties

281

(1)

Connect It

282

(1)

Use It

282

(1)

Review It

282

(2)

Define It

284

(1)

Apply It

284

(1)

Think About It

285

(1)

Try It Entrepreneurship Case: Maps A La Carte

285

(1)

Watch It

286

(1)

Flip It

286

(1)

Click It

287

(1)

Developing and Managing Products

288

(25)

The Importance of New Products

290

(1)

Categories of New Products

290

(1)

The New-Product Development Process

291

(9)

New-Product Strategy

292

(1)

Idea Generation

293

(2)

Idea Screening

295

(1)

Business Analysis

295

(1)

Development

296

(1)

Test Marketing

297

(2)

Commercialization

299

(1)

The Spread of New Products

300

(2)

Diffusion of Innovation

300

(1)

Product Characteristics and the Rate of Adoption

301

(1)

Marketing Implications of the Adoption Process

302

(1)

Product Life Cycles

302

(5)

Introductory Stage

303

(1)

Growth Stage

304

(1)

Maturity Stage

304

(1)

Decline Stage

305

(1)

Implications for Marketing Management

305

(2)

Connect It

307

(1)

Use It

307

(1)

Review It

307

(2)

Define It

309

(1)

Apply It

309

(1)

Think About It

309

(1)

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

310

(1)

Watch It

311

(1)

Flip It

311

(1)

Click It

311

(2)

Marketing Channels and Supply Chain Management

313

(39)

Marketing Channels

314

(1)

Providing Specialization and Division of Labor

314

(1)

Overcoming Discrepancies

314

(1)

Providing Contact Efficiency

315

(1)

Channel Intermediaries and Their Functions

315

(3)

Channel Functions Performed by Intermediaries

316

(2)

Channel Structures

318

(4)

Channels for Consumer Products

319

(1)

Channels for Business-to-Business and Industrial Products

320

(1)

Alternative Channel Arrangements

321

(1)

Supply Chain Management

322

(2)

Benefits of Supply Chain Management

323

(1)

Making Channel Strategy Decisions

324

(4)

Factors Affecting Channel Choice

325

(1)

Levels of Distribution Intensity

326

(2)

Managing Channel Relationships

328

(2)

Channel Power, Control, and Leadership

328

(1)

Channel Conflict

328

(1)

Channel Partnering

329

(1)

Managing the Logistical Components of the Supply Chain

330

(7)

Sourcing and Procurement

331

(1)

Production Scheduling

332

(1)

Order Processing

333

(1)

Inventory Control

334

(1)

Warehousing and Materials-Handling

334

(2)

Transportation

336

(1)

Trends in Supply Chain Management

337

(2)

Advanced Computer Technology

337

(1)

Outsourcing Logistics Functions

338

(1)

Electronic Distribution

339

(1)

Channels and Distribution Decisions for Global Markets

339

(3)

Developing Global Marketing Channels

339

(3)

Global Logistics and Supply Chain Management

342

(1)

Channels and Distribution Decisions for Services

342

(2)

Connect It

344

(1)

Use It

344

(1)

Review It

345

(3)

Define It

348

(1)

Apply It

348

(1)

Think About It

349

(1)

Try It Entrepreneurship Case: CarsDirect.com: Driving Car Buyers to the Internet

349

(1)

Watch It

350

(1)

Flip It

351

(1)

Click It

351

(1)

Retailing

352

(47)

The Role of Retailing

354

(1)

Classification of Retail Operations

354

(3)

Ownership

354

(1)

Level of Service

354

(1)

Product Assortment

355

(1)

Price

356

(1)

Major Types of Retail Operations

357

(8)

Department Stores

357

(1)

Specialty Stores

358

(1)

Supermarkets

358

(2)

Drugstores

360

(1)

Convenience Stores

360

(1)

Discount Stores

360

(4)

Restaurants

364

(1)

Nonstore Retailing

365

(5)

Automatic Vending

365

(1)

Direct Retailing

365

(1)

Direct Marketing

366

(2)

Electronic Retailing

368

(2)

Franchising

370

(2)

Retail Marketing Strategy

372

(10)

Defining a Target Market

372

(1)

Choosing the Retailing Mix

373

(9)

Global Retailing

382

(2)

Trends in Retailing

384

(2)

Entertainment

384

(1)

Convenience and Efficiency

384

(1)

Customer Management

385

(1)

Connect It

386

(1)

Use It

386

(1)

Review It

387

(2)

Define It

389

(1)

Apply It

389

(1)

Think About It

390

(1)

Try It Entrepreneurship Case: Delia's Retails to Teens

390

(1)

Watch It

391

(1)

Flip It

392

(1)

Click It

392

(2)

Closing

394

(1)

Marketing Miscues: Jeremy's Microbatch Ice Cream Gets Licked in Distribution

394

(1)

Critical Thinking Case: The Segway Human Transporter

395

(1)

Marketing Planning Activities

396

(2)

Cross-Functional Connections Solutions

398

(1)

PART 4 Promotion and Pricing Decisions

399

(129)

Cross-Functional Connections: Understanding Markeing Communications' Contribution to Firm Value

400

(2)

Marketing Communications and Personal Selling

402

(44)

The Role of Promotion in the Marketing Mix

404

(1)

The Promotional Mix

405

(3)

Personal Selling

405

(1)

Advertising

405

(1)

Public Relations

406

(1)

Sales Promotion

407

(1)

Integrated Marketing Communications

408

(1)

Marketing Communication

409

(5)

The Communication Process

410

(3)

The Communication Process and the Promotional Mix

413

(1)

The Goals and Tasks of Promotion

414

(2)

Informing

415

(1)

Persuading

415

(1)

Reminding

416

(1)

Promotional Goals and the AIDA Concept

416

(2)

AIDA and the Promotional Mix

417

(1)

Factors Affecting the Promotional Mix

418

(4)

Nature of the Product

418

(1)

Stage in the Product Life Cycle

419

(1)

Target Market Characteristics

420

(1)

Type of Buying Decision

420

(1)

Available Funds

421

(1)

Push and Pull Strategies

421

(1)

Personal Selling

422

(3)

Relationship Selling

423

(2)

Steps in the Selling Process

425

(7)

Generating Leads

426

(1)

Qualifying Leads

427

(1)

Approaching the Customer and Probing Needs

428

(2)

Developing and Proposing Solutions

430

(1)

Handling Objections

430

(1)

Closing the Sale

431

(1)

Following Up

431

(1)

Sales Management

432

(5)

Defining Sales Goals and the Sales Process

432

(1)

Determining the Sales Force Structure

433

(1)

Recruiting and Training the Sales Force

433

(1)

Compensating and Motivating the Sales Force

434

(2)

Evaluating the Sales Force

436

(1)

The Impact of Technology on Personal Selling

436

(1)

Connect It

437

(1)

Use It

437

(1)

Review It

437

(4)

Define It

441

(1)

Apply It

441

(1)

Think About It

441

(1)

Try It Entrepreneurship Case: Varsity Group: The Campus Bookstore Alternative

442

(1)

Watch It

443

(1)

Flip It

444

(1)

Click It

444

(2)

Advertising and Public Relations

446

(42)

The Effects of Advertising

448

(2)

Advertising and Market Share

449

(1)

The Effects of Advertising on Consumers

449

(1)

Major Types of Advertising

450

(2)

Institutional Advertising

450

(1)

Product Advertising

450

(2)

Creative Decisions in Advertising

452

(15)

Identifying Product Benefits

453

(1)

Developing and Evaluating Advertising Appeals

453

(1)

Executing the Message

454

(2)

Postcampaign Evaluation

456

(1)

Media Decisions in Advertising

457

(1)

Media Types

458

(5)

Media Selection Considerations

463

(3)

Media Scheduling

466

(1)

Public Relations

467

(5)

Major Public Relations Tools

468

(3)

Managing Unfavorable Publicity

471

(1)

Sales Promotion

472

(8)

The Objectives of Sales Promotion

472

(1)

Tools for Consumer Sales Promotion

473

(6)

Tools for Trade Sales promotion

479

(1)

Connect It

480

(1)

Use It

480

(1)

Review It

481

(3)

Define It

484

(1)

Apply It

484

(1)

Think About It

485

(1)

Try It Entrepreneurship Case: The Move from TV to TiVo

485

(2)

Watch It

487

(1)

Flip It

487

(1)

Click It

487

(1)

Internet Marketing

488

(2)

The full chapter can be found on-line at http://lamb.swlearning.com.

Pricing Concepts

490

(38)

The Importance of Price

492

(1)

What Is Price

492

(1)

The Importance of Price to Marketing Managers

492

(1)

Pricing Objectives

493

(2)

Profit-Oriented Pricing Objectives

493

(1)

Sales-Oriented Pricing Objectives

494

(1)

Status Quo Pricing Objectives

495

(1)

The Demand Determinant of Price

495

(2)

The Nature of Demand

495

(1)

Elasticity of Demand

496

(1)

The Power of Yield Management Systems

496

(1)

The Cost Determinant of Price

497

(2)

Markup Pricing

497

(1)

Break-Even Pricing

498

(1)

Other Determinants of Price

499

(5)

Stages in the Product Life Cycle

499

(1)

The Competition

500

(1)

Distribution Strategy

500

(1)

The Impact of the Internet and Extranets

500

(3)

Promotion Strategy

503

(1)

Demands of Large Customers

503

(1)

The Relationship of Price to Quality

503

(1)

How to Set a Price on a Product

504

(3)

Establish Pricing Goals

504

(1)

Estimate Demand, Costs, and Profits

505

(1)

Choose a Price Strategy

505

(2)

The Legality and Ethics of Price Strategy

507

(2)

Unfair Trade Practices

508

(1)

Price Fixing

508

(1)

Price Discrimination

508

(1)

Predatory Pricing

509

(1)

Tactics for Fine-Tuning the Base Price

509

(5)

Discounts, Allowances, Rebates, and Value-Based Pricing

509

(1)

Geographic Pricing

510

(1)

Special Pricing Tactics

511

(2)

Consumer Penalties

513

(1)

Connect It

514

(1)

Use It

514

(1)

Review It

515

(3)

Define It

518

(1)

Apply It

519

(1)

Think About It

519

(1)

Try It Entrepreneurship Case: Setting the Price Right for a Special ISP

519

(1)

Watch It

520

(1)

Flip It

521

(1)

Click It

521

(1)

Closing

522

(1)

Marketing Miscues: Duracell's Duck is Turned Off

522

(1)

Critical Thinking: Apple Bites into On-Line Music Sales

523

(1)

Marketing Planning Activities

523

(4)

Cross-Functional Connections Solutions

527

(1)

Careers Appendix

528

(2)

Glossary

530

(12)

Endnotes

542

(12)

Bibliographies

554

(2)

Subject/Company Index

556

(13)

Internet Index

569

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Essentials of Marketing

Essentials of Marketing

9780324282924

0324282923

Summary

Table of Contents

Supplemental Materials

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Amazon no longer offers textbook rentals. We do!

Essentials of Marketing

Essentials of Marketing

9780324282924

0324282923

Summary

Table of Contents

Supplemental Materials

Write a Review

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