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    Marketing Real People, Real Choices

    ISBN-10: 0132299208
    ISBN-13: 9780132299206
    Author(s): Solomon, Michael R. Solomon, Greg W. Marshall
    Description: This reader-friendly marketing book conveys timely and relevant material in a dynamic presentation of how marketing concepts are implemented, and what they mean in the marketplace. It introduces marketing from the perspective of real people making  More...
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    List Price: $162.67
    Edition: 5th
    Publisher: Prentice Hall PTR
    Binding: Paperback
    Pages: 640
    Size: 8.50" wide x 10.75" long x 1.00" tall
    Weight: 3.146
    Language: English

    This reader-friendly marketing book conveys timely and relevant material in a dynamic presentation of how marketing concepts are implemented, and what they mean in the marketplace. It introduces marketing from the perspective of real people making real marketing decisions at leading companiesevery day.Learners will come to understand that marketing is aboutcreating value-for customers, for companies, and for society as a whole-and they will see how that is accomplished in the real world. A five-part organization covers making marketing value decisions,identifying markets and understanding customers needs for value, creating the value proposition, communicating the value proposition, and delivering the value proposition. For individuals interested in a career in marketing.

    Greg W. Marshall, Associate Professor of Marketing at the University of South Florida, Tampa, FL. Greg has 13 years of selling and sales management experience and when he left the field to teach in 1986, he was the manager of the top selling performing ales district in the United States. His research focuses on sales force selection, performance and evaluation, sales force diversity, decision making by marketing managers, and inter-organizational relationships. He is the Associate Editor of the Journal of Personal Selling & Sales Management and currently serves as Special Guest Editor for a JPSSM issue on iquest;Strategic Issues in Selling and Sales Managementiquest;iquest;iquest;

    Preface
    Making Marketing Value Decisions
    Welcome to the World of Marketing: Creating and Delivering Value
    Real people, real choices: Meet Bill Bieberbach, a Decision Maker at Ron Jon Surf Shop Inc.
    Welcome to a Branded World
    Welcome to Brand You
    The Who and Where of Marketing
    Marketing's Role in the Firm: Working Cross-Functionally
    Where Do You Fit In? Careers in Marketing
    The Value of Marketing
    Marketing Is About Meeting Needs
    Marketing Is About Creating Utility
    Marketing Is About Exchange Relationships
    When Did Marketing Begin? The Evolution of a Concept
    The Production Era
    The Selling Era
    The Consumer Era
    The New Era: Make Money and Act Ethically
    Measuring value: Marketing Metrics
    Measuring Value
    What can be Marketed?
    Consumer Goods and Services
    Business-to-Business Goods and Services
    Not-for-Profit Marketing
    Idea, Place, and People Marketing
    The Marketing of Value
    Value from the Customer's Perspective
    Value from the Seller's Perspective
    Value from Society's Perspective
    The Dark Side of Marketing
    Marketing as a Process
    Marketing Planning
    Real people, other voices: Advice for Ron Jon Surf Shop Inc.
    Marketing's Tools: The Marketing Mix
    Real people, real choices: How It Worked Out at Ron Jon Surf Shop
    Chapter Summary
    Key Terms
    Chapter Review
    Real people, real surfers: exploring the web
    Marketing Plan Exercise
    Marketing in Action Case: Real Choices at Virgin Galactic
    Strategic Market Planning: Capturing the Big Picture
    Real people, real choices: Meet Rick Szatkowski, a Decision Maker at NeoMedia Technologies
    Business Planning: Composing the Big Picture
    The Three Levels of Business Planning
    Strategic Planning: Framing the Picture
    Define the Mission
    Evaluate the Internal and External Environment
    Set Organizational or SBU Objectives
    Establish the Business Portfolio
    Develop Growth Strategies
    Measuring value: Marketing Metrics
    Real people, other voices: Advice for Qode
    Marketing Planning: Selecting the Camera Setting
    Perform a Situation Analysis
    Set Marketing Objectives
    Develop Marketing Strategies
    Implement and Control the Marketing Plan
    Creating and Working with a Marketing Plan: Snapping the Picture
    Make Your Life Easier!: Use the Marketing Planning Template
    Operational Planning: Day-to-Day Execution of Marketing Plans
    The Value of a Marketing Culture
    Real people, real choices: How it Worked Out at Qode
    Chapter Summary
    Key Terms
    Chapter Review
    Real people, real surfers: exploring the web
    Marketing Plan Exercise
    Marketing in Action Case: Real Choices at NeoMedia Technologies
    Thriving in the Marketing Environment: The World Is Flat
    Real people, real choices: Meet Rick Goings, a Decision Maker at Tupperware Brands Corporation
    Welcome to the New Era of Marketing
    Doing Good: Ethical Behavior in the Marketplace
    Business Ethics
    Consumerism: People Fighting Back
    Ethics in the Marketing Mix
    Doing it Right: Promoting Social Responsibility
    Serving the Environment
    Serving Society: Cause Marketing
    Serving the Community; Promoting Cultural Diversity
    Playing on an International Stage: The Complicated World of Global Marketing
    World Trade
    Making the Decision to Go Global
    Road Blocks at the Borders
    The Global Marketing Environment
    The Economic Environment
    The Competitive Environment
    The Technological Environment
    The Political and Legal Environment
    The Sociocultural Environment
    Real people, real choices: Advice for Tupperware Corporation
    Is the World Flat or Not? How "Global" Should a Global Marketing Strategy Be?
    Company-Level Decisions: Choosing a Market-Entry Strategy
    Born-Global Firms
    Product-Level Decisions: Choosing a Marketing Mix Strategy
    Standardization versus Localization
    Real people, real choices: How it Worked Out at Tupperware
    Chapter Summary
    Key Terms
    Chapter Review
    Real people, real choices: exploring the web
    Marketing Plan Exercise
    Marketing in Action Case: Real Choices at New Balance
    Understanding Consumers' Value Need
    Marketing Research: Gathering, Analyzing, and Using Information
    Real people, real choices: Meet Cindy Tungate, a Decision Maker at Plan-it Marketing
    Knowledge is Power
    The Marketing Information System
    Marketing Decision Support Systems
    Measuring value: Marketing Metrics
    Searching for Gold: Data Mining
    What Marketers Can Do with Data Mining
    Steps in the Marketing Research Process
    Define the Research Problem
    Determine the Research Design
    Choose the Method for Collecting Primary Data
    Real people, other voices: Advice for Plan-it Marketing
    Design the Sample
    Collect the Data
    Analyze and Interpret the Data
    Prepare the Research Report
    Real people, real choices: How it Worked Out at Plan-it Marketing
    Chapter Summary
    Key Terms
    Chapter Review
    Real people, real surfers: exploring the web
    Marketing Plan Exercise
    Marketing in Action Case: Real Choices at Acxiom
    Consumer Behavior: How and Why People Buy
    Real people, real choices: Meet Danny Grossman, a Decision Maker at Wild Planet
    Decisions, Decisions
    Steps in the Consumer Decision-Making Process
    Extended Problem Solving versus Habitual Decision Making
    Problem Recognition
    Information Search
    Evaluation of Alternatives
    Product Choice
    Measuring value: Marketing Metrics
    Postpurchase Evaluation
    Internal Influences on Consumers' Decisions
    Perception
    Motivation
    Learning
    Attitudes
    Personality
    Age Group
    The Family Life Cycle
    Lifestyle
    Situational Influences on Consumers' Decisions
    The Physical Environment
    Time
    Social Influences on Consumers' Decisions
    Culture
    Subculture
    Social Class
    Group Membership
    Real people, other voices: Advice for wild Planet
    Opinion Leaders
    Gender Roles
    Consumer-to-Consumer E-Commerce
    Blogs
    Real people, real choices: How it worked Out at Wild Planet
    Chapter Summary
    Key Terms
    Chapter Review
    Real people, real surfers: exploring the web
    Marketing Plan Exercise
    Marketing in Action Case: Real Choices at Facebook.com
    Business-to-Business Markets: How and Why Organizations Buy
    Real people, real choices: Meet Vicki Holt, a Decision Maker at PPG Industries
    Business Markets: Buying and Selling When Stakes are High
    Characteristics That Make a Difference in Business Markets
    Multiple Buyers
    Number of Customers
    Size of Purchases
    Geographic Concentration
    Business-to-Business Demand
    Derived Demand
    Inelastic Demand
    Fluctuating Demand
    Joint Demand
    Types of Business-to-Business Markets
    Producers
    Resellers
    Organizations
    North American Industry Classification System
    The Nature of Business Buying
    The Buying Situation
    The Professional Buyer
    The Buying Center
    Real people, other voices: Advice for PPG Industries
    The Business Buying Decision Process
    Business-to-Business E-Commerce
    Intranets, Extranets, and Private Exchanges
    Security Threats
    Real people, real choices: How It Worked Out at PPG Industries
    Chapter Summary
    Key Terms
    Chapter Review
    Real people, real surfers: exploring the web
    Marketing Plan Exercise
    Marketing in Action Case: Real Choices at Airbus
    Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management
    Real people, real choices: Meet Que Gaskins, a Decision Maker at Reebok
    Target Marketing Strategy: Selecting and Entering a Market
    Segmentation
    Segmenting Consumer Markets
    Segmenting Business-to-Business Markets
    Targeting
    Evaluating Market Segments
    Real people, other voices: Advice for Reebok
    Developing Segment Profiles
    Choosing a Targeting Strategy
    Positioning
    Developing a Positioning Strategy
    Bringing a Product to Life: The Brand Personality
    Customer Relationship Management: Toward a Segment of One
    Four Steps in One-to-One Marketing
    CRM: A New Perspective on an Old Problem
    Characteristics of CRM
    Real people, real choices: How it Worked Out at Reebok
    Chapter Summary
    Key Terms
    Chapter Review
    Real people, real surfers: exploring the web
    Marketing Plan Exercise
    Marketing in Action Case: Real Choices at Oracle
    Creating the Value Preposition
    Creating the Product
    Real people, real choices: Meet Eleni Rossides, a Decision Maker at Black & Decker
    Build a Better Mousetrap: The Value Proposition
    Layers of the Product Concept
    The Core Product
    The Actual Product
    The Augmented Product
    Classifying Products
    Classifying Goods: How Long Does the Product Last?
    Classifying Goods: How Do Consumers Buy the Product? 242 Business-to-Business Products
    "New and Improved!": The Process of Innovation
    It's Important to Understand How Innovations Work
    Developing New Products
    Idea Generation
    Product Concept Development and Screening
    Marketing Strategy Development
    Business Analysis
    Real people, other voices: Advice for Black & Decker
    Technical Development
    Test Marketing
    Commercialization
    Adoption and Diffusion of New Products
    Stages in Consumer Adoption of a New Product
    The Diffusion of Innovations
    How Organizational Differences Affect Adoption
    Real people, real choices: How It Worked Out at Black & Decker
    Chapter Summary
    Key Terms
    Chapter Review
    Real people, real surfers: exploring the web
    Marketing Plan Exercise
    Marketing in Action Case: Real Choices at Kodak
    Managing the Product
    Real people, real choices: Meet Angela Daros, a Decision Maker at Grendha Shoes Corporation
    Product Planning: Taking the Next Step
    Using Product Objectives to Decide on a Product Strategy
    Objectives and Strategies for Individual Products
    Objectives and Strategies for Multiple Products
    Quality as a Product Objective
    Marketing Throughout the Product Life Cycle
    The Introduction Stage
    The Growth Stage
    The Maturity Stage
    The Decline Stage
    Real people, other voices: Advice for Grendha Shoes
    Creating Product Identity: Branding Decisions
    What's in a Name (or a Symbol)?
    The Importance of Branding
    Branding Strategies
    Measuring value: Marketing Metrics
    Creating Product Identity: Packaging and Labeling Decisions
    Packaging Functions
    Designing Effective Packaging
    Labeling Regulations
    Organizing for Effective Product Management
    Management of Existing Products
    Organizing for New-Product Development
    Real people, real choices: How It Worked Out at Grendha Shoes
    Chapter Summary
    Key Terms
    Chapter Review
    Real people, real surfers: exploring the web
    Marketing Plan Exercise
    Marketing in Action Case: Real Choices at Sony
    Services and Other Intangibles: Marketing the Product That Isn't There
    Real people, real choices: Meet Robyn Eichenholz, a Decision Maker at Universal Orlando
    Marketing What Isn't There
    Does Marketing Work for Intangibles?
    What Is a Service?
    Characteristics of Services
    Classifying Services
    Measuring value: Marketing Metrics
    Core and Augmented Services
    Services on the Internet
    Measuring value: Marketing Metrics
    The Service Encounter
    Providing Quality Service
    Service Quality Attributes
    Measuring Service Quality
    Strategic Issues in Service Quality
    Measuring value: Marketing Metrics
    The Future of Services
    Real people, other voices: Advice for Universal Orlando
    Marketing People, Places, and Ideas
    Marketing People
    Marketing Places
    Marketing Ideas
    Real people, real choices: How it Worked Out at Universal Orlando
    Chapter Summary
    Key Terms
    Chapter Review
    Real people, real surfers: exploring the web
    Marketing Plan Exercise
    Marketing in Action Case: Real Choices at XM Satellite Radio
    Pricing the Product
    Real people, real choices: Meet Danielle Blugrind, a Decision Maker at Taco Bell
    "Yes, But What Does It Cost?"
    Develop Pricing Objectives
    Sales or Market Share Objectives
    Profit Objectives
    Competitive Effect Objectives
    Customer Satisfaction Objectives
    Image Enhancement Objectives
    Estimate Demand
    Demand Curves
    Price Elasticity of Demand
    Determine Costs
    Types of Costs
    Break-Even Analysis
    Marginal Analysis
    Evaluate the Pricing Environment
    The Economy
    The Competition
    Consumer Trends
    Choose a Pricing Strategy
    Pricing Strategies Based on Cost
    Pricing Strategies Based on Demand
    Pricing Strategies Based on the Competition
    Pricing Strategies Based on Customers' Needs
    New-Product Pricing
    Develop Pricing Tactics
    Pricing for Individual Products
    Pricing for Multiple Products
    Distribution-Based Pricing
    Discounting for Channel Members
    Pricing and Electronic Commerce
    Dynamic Pricing Strategies
    Auctions
    Pricing Advantages for Online Shoppers
    Psychological Issues in Pricing
    Buyers' Pricing Expectations
    Psychological Pricing Strategies
    Real people, other voices: Advice for Taco Bell
    Legal and Ethical Considerations in Pricing
    Deceptive Pricing Practices
    Unfair Sales Acts
    Illegal Business-to-Business Price Discrimination
    Price-Fixing
    Predatory Pricing
    Real people, real choices: How It Worked Out at Taco Bell
    Chapter Summary
    Key Terms
    Chapter Review
    Real people, real surfers: exploring the web
    Marketing Plan Exercise
    Marketing in Action Case: Real Choices at True Religion Jeans
    Communicating the Value Proposition
    Catching the Buzz: Promotional Strategy and Integrated Marketing Communication
    Real people, real choices: Meet Vince O'Brien, a Decision Maker at General Motors R*Works
    Tailoring Marketing Communication to Customers
    The Communication Model
    Encoding by the Source (the Marketer)
    The Message
    The Medium
    Decoding by the Receiver
    Noise
    Feedback
    Marketing Communication Strategy and the Promotion Mix
    Mass Appeals
    Personal Appeals
    Buzz Appeals
    Real people, other voices: Advice for General Motors R*works
    Integrated Marketing Communication
    Measuring value: Marketing Metrics
    Characteristics of IMC
    IMC and Database Marketing
    Developing the IMC Plan
    Identify the Target Audiences
    Establish the Communication Objectives
    Determine and Allocate the Marketing Communication Budget
    Design the Promotion Mix
    Evaluate the Effectiveness of the Communication Program
    Real people, real choices: How It Worked Out at General Motors R*Works
    Chapter Summary
    Key Terms
    Chapter Review
    Real people, real surfers: exploring the web
    Marketing in Action Case: Real Choices at American Express
    Advertising, Sales Promotion, and Public Relations
    Real people, real choices: Meet Joe Chernov, a Decision Maker at BzzAgent
    Advertising: The Image of Marketing
    Types of Advertising
    Who Creates Advertising?
    Developing the Advertising Campaign
    Identify the Target Audience
    Establish Message and Budget Objectives
    Design the Ads
    Measuring value: Marketing Metrics
    Pretest What the Ads Will Say
    Choose the Media Type(s) and Media Schedule
    Measuring value: Marketing Metrics
    Measuring value: Marketing Metrics
    Evaluate the Advertising
    Sales Promotion
    Measuring value: Marketing Metrics
    Sales Promotion Directed toward the Trade
    Sales Promotion Directed toward Consumers
    Measuring value: Marketing Metrics
    Public Relations
    Objectives of Public Relations
    Real people, real voices: Advice for BzzAgent
    Planning a Public Relations Campaign
    Public Relations Activities
    Real people, real choices: How It Worked Out at BzzAgent
    Chapter Summary
    Key Terms
    Chapter Review
    Real people, real surfers: exploring the web
    Marketing Plan Exercise
    Marketing in Action Case: Real Choices at Amazon.com
    Personal Selling, Sales Management, and Direct Marketing
    Real people, real choices: Meet Esther Ferre, A Decision Maker at IBM
    Advertising is Not the Only Game in Town!
    Personal Selling
    The Role of Personal Selling
    Technology and Personal Selling
    Measuring value: Marketing Metrics
    Types of Sales Jobs
    Approaches to Personal Selling
    The Creative Selling Process
    Sales Management
    Setting Sales Force Objectives
    Creating a Sales Force Strategy
    Recruiting, Training, and Rewarding the Sales Force
    Real people, other voices: Advice for IBM
    Evaluating the Sales Force
    Direct Marketing
    Measuring value: Marketing Metrics
    Mail Order
    Direct-Response Advertising
    M-Commerce
    Real people, real choices: How It Worked Out at IBM
    Chapter Summary
    Key Terms
    Chapter Review
    Real people, real surfers: exploring the web
    Marketing Plan Exercise
    Marketing in Action Case: Real Choices at Eli Lilly
    Delivering the Value Proposition
    Delivering Value Through Supply Chain Management: Channels of Distribution and Logistics
    Real people, real choices: Meet Jim Lawrence, a Decision Maker at Darden Restaurants
    Place: The Final Frontier
    The Value Chain
    Links in the Supply Chain
    The Importance of Distribution: You Can't Sell What Isn't There!
    Functions of Distribution Channels
    The Internet in the Distribution Channel
    Real people, other voices: Advice for Darden Restaurants
    Channel Composition: Types of Wholesaling Intermediaries
    Independent Intermediaries
    Manufacturer-Owned Intermediaries
    Types of Distribution Channels
    Consumer Channels
    Business-to-Business Channels
    Dual Distribution Systens
    Hybrid Marketing Systens
    Planning a Channel Strategy
    Develop Distribution Objectives
    Evaluate Internal and External Environmental Influences 483 Step 3 Choose a Distribution Strategy
    Develop Distribution Tactics
    Distribution Channels and the Marketing Mix
    Logistics: Implementing the Supply Chain
    The Lowdown on Logistics
    Logistics Functions
    Measuring value: Marketing Metrics
    Real people, real choices: How It Worked Out at Darden Restaurants
    Chapter Summary
    Key Terms
    Chapter Review
    Real people, real surfers: exploring the web
    Marketing Plan Exercise
    Marketing in Action Case: Real Choices at Procter & Gamble
    Retailing: Bricks and Clicks
    Real people, real choices: Meet Stan Clark, a Decision Maker at Eskimo Joe's
    Retailing: Special Delivery
    Retailing: A mixed (Shopping) Bag
    The Evolution of Retailing
    Real people, other voices: Advice for Eskimo Joe's
    The Evolution Continues; What's "In Store" for the Future?
    From Mom-and-Pop to Super Wal-Mart: Classifying Retail Stores
    Classifying Retailers by What They Sell
    Classifying Retailers by Level of Service
    Measuring value: Marketing Metrics
    Classifying Retailers by Merchandise Selection
    Nonstore Retailing
    Direct Selling
    Automatic Vending
    B2C E-Commerce
    Benefits of B2C E-Commerce
    Limitations of B2C E-Commerce
    Measuring value: Marketing Metrics
    Measuring value: Marketing Metrics
    B2C's Effect on the Future of Retailing
    Developing a Store Positioning Strategy: Retailing as Theater
    Store Image
    Building the Theater: Store Location
    Real people, real choices: How it Worked Out at Eskimo Joe's
    Chapter Summary
    Key Terms
    Chapter Review
    Real people, real surfers: exploring the web
    Marketing Plan Exercise
    Marketing in Action Case: Real Choices at IKEA
    Qode in Action: Implementing a Marketing Plan
    Sample Marketing Plan: The S&S Smoothie Company
    Marketing Math
    Notes
    Glossary
    Photo Credits
    Index

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