Marketing Real People, Real Choices

ISBN-10: 0132299208
ISBN-13: 9780132299206
Edition: 5th 2007
List price: $162.67
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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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Book details

List price: $162.67
Edition: 5th
Copyright year: 2007
Publisher: Prentice Hall PTR
Publication date: 11/28/2006
Binding: Paperback
Pages: 640
Size: 8.50" wide x 10.75" long x 1.00" tall
Weight: 2.838
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.

Michael R. Solomon, Ph.D., is Professor of Marketing and Director of the Center for Consumer Research in the Haub School of Business at Saint Joseph's University, Philadelphia, USA.

Greg W. Marshall is the Charles Harwood Professor of Marketing and Strategy in the Roy E. Crummer Graduate School of Business at Rollins College in Winter Park, Florida. He also serves as Vice President for Strategic Marketing for Rollins College. He earned his Ph.D. in Business Administration from Oklahoma State University, taking a marketing major and management minor, and holds a BSBA in marketing and MBA from the University of Tulsa. Prior to joining Rollins, Greg was on the faculty at the University of South Florida, Texas Christian University, and Oklahoma State University. Prior to returning to school for his doctorate, Greg’s managerial industry experience included thirteen years in consumer packaged goods and retailing with companies such as Warner Lambert, Mennen, and Target Corporation. He also has considerable experience as a consultant and trainer for a variety of organizations in industries such as hospitality, financial services/insurance, defense contracting, consumer products, information technology, government, and not-for-profit. Greg has been heavily involved in teaching Marketing Management at multiple universities to both MBA and undergraduate students and has been the recipient of several teaching awards both within his schools and within the marketing discipline. He is Editor of the Journal of Marketing Theory and Practice and from 2002-05 was Editor of the Journal of Personal Selling & Sales Management. Greg serves on the editorial review boards of the Journal of the Academy of Marketing Science, Industrial Marketing Management, and Journal of Business Research, among others. Greg’s published research focuses on the areas of decision making by marketing managers, intraorganizational relationships, and sales force performance issues. Greg is Past President of the American Marketing Association Academic Division and also was a founder and served for five years on its Strategic Planning Group. He is a Fellow and Past-President of the Society for Marketing Advances, presently serves as President-Elect for the Academy of Marketing Science, and is a member of the board of directors of the Direct Selling Education Foundation.

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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