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