Marketing

ISBN-10: 0764139320

ISBN-13: 9780764139321

Edition: 4th 2008 (Revised)

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Description: Many teachers of college-level business courses use titles inBarrons Business Review Seriesas textbook supplements to illustrate practical examples of business situations. The books also make excellent main texts in adult education and business brush-up programs. In addition to detailed analyses of todays business practices, these books include review questions with answers. This updated edition covers the modern marketing curriculum as it is offered today in leading business schools. The author creates a hypothetical company and then presents and analyzes both domestic and international marketing strategies that such a firm would typically employ in todays business climate.

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Book details

List price: $18.99
Edition: 4th
Copyright year: 2008
Publisher: Barron's Educational Series, Incorporated
Publication date: 6/1/2008
Binding: Paperback
Pages: 624
Size: 6.25" wide x 9.00" long x 1.25" tall
Weight: 1.760
Language: English

Preface
The Marketing Process: Basic Concepts
Overview
Introducing Merton Electronics
Marketing Concepts That Support Marketing Plans
Market Focus 1-1 Titanic: The Amazing Movie
Eight Basic Marketing Functions
Evolution of Marketing: Self-Sufficiency to Centralization
Evolution of Marketing Philosophies: Production to Societal
International Perspective
Global Focus 1-1 Domino's Pizza Changes Its Mix
Chapter Perspective
Know the Concepts
Answers
The International Market: Forces and Opportunities
Overview
Why International Trade Grows
The IMF and World Bank
Benefits of Entering Foreign Markets
Global Focus 2-1 The Free Market at Work: From Dirty Hands to Skilled Hands
Global Focus 2-2 Exports as a Hedge Against Flat U.S. Market
Difficulties in Entering Foreign Markets
The Role of the United States in Global Trade
Reducing the Trade Deficit Will Increase GDP
Reducing the Trade Deficit Won't Be Easy
Regaining the Competitive Edge
A Strategy for Reducing the Trade Deficit
Chapter Perspective
Know the Concepts
Answers
Marketing Management and Strategic Marketing Planning
Overview
Marketing Management Creates Satisfactory Exchanges
What Marketing Managers Do
Market Focus 3-1 Strategic Planning at Wainwright Industries Earns the Baldrige Award
Creating and Maintaining Demand Levels
Strategic Marketing Planning Manages Demand
Business-Level Strategic Planning
International Perspective
Global Focus 3-1 Formulating a Successful Export Strategy
Chapter Perspective
Know the Concepts
Answers
The Marketing Environment
Overview
Environmental Variables
How Technology Affects Environmental Variables
First Step: Scan Internal and External Environments
Market Focus 4-1 AT&T Responds to Full-Scale Environmental Change
Macro/Microenvironments
The Macroenvironment: Threats and Opportunities
The Demographic Environment
The Economic Environment
The Social-Cultural Environment
The Political-Legal Environment
The Technological Environment
The Competitive Environment
The Microenvironment: Threats and Opportunities
Chapter Perspective
Know the Concepts
Answers
The International Marketing Environment
Overview
Global Environments Affect Strategic Planning
Economic Considerations
Political-Legal Considerations
Home-Country Trade Influences
Global Focus 5-1 Export Controls Hurt U.S. Firms
Host-Country Influences on Trade
Supranational Influences on Trade
Global Legal Systems Affect Business Decisions
Cultural Influences on Global Markets
Global Focus 5-2 It Helps to Know the Negotiating Context
Chapter Perspective
Know the Concepts
Answers
Decision Support and Strategic Planning/Management Systems
Overview
Support Systems That Inform Other Systems
How DSSs Evolved
The Early Stage: Too Much Information
The First MIS
Market Focus 6-1 The Global Spyglass
Transforming MISs into DSSs
DSS Applications
Strategic Planning/Management Systems
The Balanced Scorecard
Market Focus 6-2 Improving Chrysler Dealer Quality: A Tale of Two Programs
Chapter Perspective
Know the Concepts
Answers
Marketing Systems
Overview
Marketing Processes and Systems
Systems Theory Explains Marketing Processes
Four Marketing Systems
The Organizational System Harmonizes Marketing Efforts
Market Focus 7-1 Hewlett-Packard Organizes for Growth
The Planning System Helps Define and Exploit Opportunities
The Control System Keeps Plans On Track
International Perspective
Global Focus 7-1 Whirlpool Succeeds Abroad
Chapter Perspective
Know the Concepts
Answers
Marketing Research 1: Problems and Processes
Overview
What Marketing Research Does
Who Does Marketing Research?
Product/Market MR Applications
MR Applications Differ by Industry and Roles
Validity and Reliability
Key MR Constraints: Subjects, Instruments, and Controls
The MR Process: Formulate, Compile, Analyze, Recommend
Define Research Problem and Objectives
Conduct a Situation Analysis
Design a Research Plan
International Perspective
Global Focus 8-1 How Hewlett-Packard Finds Market Opportunities
Chapter Perspective
Know the Concepts
Answers
Marketing Research: Tools and Techniques
Overview
Exploratory and Conclusive Research
Conclusive and Exploratory Research Work Together
Designing the Research Plan
Collecting, Processing, and Applying Primary Data
Constructing the Questionnaire
Interpreting Data with Statistics and Experiments
Coding and Tabulating Data
Generating Conclusions and Making Recommendations
Implementation and Feedback
International Perspective
Global Focus 9-1 Adjusting Marketing Research to Market Conditions
Chapter Perspective
Know the Concepts
Answers
Consumer Behavior
Overview
Understanding Consumer Behavior Helps Relate and Communicate
Consumer Behavior Defines Markets, Marketing Mixes, and Messages
A Model of Consumer Behavior
Stimuli That Influence Consumer Behavior
How Interpersonal Variables Influence Consumer Behavior
How Reference Groups Influence Consumer Behavior
How Intrapersonal Variables Influence Consumer Behavior
How Buyers Make Decisions
Market Focus 10-1 The Consumer Decision Process Guides Rogaine's Promotion
International Perspective
Global Focus 10-1 Ostrich Rancher Looks to Feather His Nest in Overseas Markets
Chapter Perspective
Know the Concepts
Answers
Organizational Markets and Buying Behavior
Overview
Components of the Organizational Market
The Industrial Producer Market
SIC Categories Define Industries and Trades
Industrial Market Demand Patterns
The Industrial Buying Process
Market Focus 11-1 Building Markets by Building Partnerships
The Reseller Market
The Government Market
The Institutional Market
International Perspective
Stages of Economic Development
Key Export Industries Generate Jobs and Growth
Global Focus 11-1 Sivam: Case Study in Successful Advocacy
Demand Patterns in Global Markets
Purchasing Policies and Practices in Global Markets
Chapter Perspective
Know the Concepts
Answers
Market Segmentation, Targeting, and Positioning Strategies
Overview
Target Marketing Improves Market Planning
Segmentation Strategy Options
Criteria That Define Worthwhile Segments
Bases for Segmenting Markets
Identifying, Defining, and Prioritizing Segments
Choosing a Segmentation Strategy in the Consumer Market
Organizational Market Segmentation Strategies
Market Positioning: Find a Niche
International Perspective
Global Focus 12-1 Nonalcoholic Wine Exporter Toasts World Markets
Chapter Perspective
Know the Concepts
Answers
Measuring Market and Sales Potential
Overview
Forecasts Project Market and Sales Potential
Forecasts Help Plan and Achieve Marketing Goals
Forecasting Dimensions: Time, Space, and Products
Forecasting Criteria: Money, Authority, Desire, Access
Relationships Between Marketing Effort and Demand
The Three-Step Direct Forecasting Approach
Organizational Market Forecasting Strategies
Market Focus 13-1 Building Forecasts and Market Plans on Zip Codes and Census Data
Judgmental Forecasting Techniques
International Perspective
Global Focus 13-1 Analogy Forecasts Help Build Lakewood's World Market for Chopsticks
Gap Analysis Scans, Compares
Chapter Perspective
Know the Concepts
Answers
Relationship Marketing and Integrated Marketing Communications
Overview
RM and IMC Work Together
RM's Focus: Long-Term Loyalty
Market Focus 14-1 Hilton's CRM System Builds Customer Loyalty and Profits
Integrated Marketing Communications
Market Focus 14-2 Gilette Introduces the Fusion Shaving System
Chapter Perspective
Know the Concepts
Answers
Product Planning I: Product/Market Growth Strategies
Overview
Products Define Customers, Competitors, and Marketing Mix
Products Defined: Bundles of Satisfactions
Consumer/Industrial Products
Segmentation Implications
Product Life Cycles Help Plan Strategies
New Products: Anything New
Organizing for New Product Development
International Perspective
Global Product Benefits
Standardized vs. Customized Plans
Global Focus 15-1 When Product Plans Go Awry
Product/Market Adaptation Strategies
The Fast-Growing Global Services Sector
International Product Life Cycles Help Plan Strategies
Introducing New Products into Global Markets
Chapter Perspective
Know the Concepts
Answers
Product Planning II: Product Design and Development Strategies
Overview
Product Planning Meets Customer Needs, Company Goals
Product Planning in Context
Product Design
Product Brands
Quality Levels
Overlooked Service Opportunities
Market Focus 16-1 The Increasing Importance of Service in Competitive Markets
Customer Service Needs
Product Packaging Decisions
Labeling Decisions Supplement Packaging Decisions
Line and Mix Strategies
International Perspective
Product Design in Global Markets
Global Focus 16-1 Learning from Product Design Successes and Failures
Branding in Global Markets
Product Counterfeiting Threatens Global Trade
Chapter Perspective
Know the Concepts
Answers
Establishing Pricing Objectives and Policies
Overview
Pricing Objectives Define Policies and Strategies
Prices Influence Sales, Profits, and Marketing Mixes
Prices Support the Marketing Mix
Pricing as a Marketing Function
Pricing Objectives, Policies, Strategies
Market Focus 17-1 How Customer Perceptions Define Quality and Price
How Political/Legal Climates Affect Pricing
International Perspective
How Cost Considerations Affect Global Pricing Decisions
Transfer Pricing and Tax-Tariffs
Global Focus 17-1 Penalizing Transfer Pricing Abuses: Actions and Reactions
Currency Valuation Threats and Opportunities
Escrow Requirements Tie Up Earning Potential
Dumping: Hard to Prove
Pricing Legislation
Chapter Perspective
Know the Concepts
Answers
Formulating Pricing Strategies and Tactics
Overview
Pricing Strategies Help Achieve Marketing Goals
Pricing Options Respond to Market Challenges
Cost-Based Strategies: ROI, Markups, and Breakevens
Oligopolistic Strategies: Copycats and Kinked Demand
Demand-Based Price Strategies
Price Discrimination Favors Different Segments
Promotional Pricing Attracts Market Segments
Expected Profit Strategies Control Bidding
Product Line Pricing Strategies
Price Modification Strategies
Price Change Strategies
Anticipating Price Change Reactions
Addressing Global Pricing Problems
Global Focus 18-1 Different Companies, Different Price Strategies
Chapter Perspective
Know the Concepts
Answers
Promotion Planning I: Indirect Promotion
Overview
Promotion Mix Elements Inform, Persuade, or Remind
What Promotional People Do
A Model of the Communication Process
Planning Productive Promotion Programs
International Perspective
Advertising Around the World
Global Promotion Planning Problems
Guidelines for Successful Global Promotions
Global Focus 19-1 Overseas Trade Shows Enhance Direct Selling
Chapter Perspective
Know the Concepts
Answers
Promotion Planning II: Sales and Sales Management
Overview
Personal Selling: Expensive and Profitable
Ultimate Goal: Ultimate Sale
Anatomy of a Sales Call
Types of Selling
Careers in Selling
Sales Managers Manage People
Salesforce Design
Salesforce Management
Salesforce Automation
International Perspective
Global Focus 20-1 Block Those Language Blunders!
Sales Management Challenges in Global Markets
Chapter Perspective
Know the Concepts
Answers
Marketing on the Internet
Overview
e-Business to e-Marketing to B2B, B2C, and B2G
Technology Grows e-Commerce
Modern e-Market Strategies
Internet Marketing Aids Strategic Planning
Market Focus 21-1 How to Buy a Car over the Internet
Internet Sites Sell, Service, and Inform
The Well-Designed Website
Internet Marketing Builds Markets
Benefits of Internet Marketing
International Perspective
Chapter Perspective
Know the Concepts
Answers
Distribution Planning I: Channel Strategy
Overview
Distribution Planning Moves Goods Through Channels
Channels Perform Marketing Functions
Channel Networks in Consumer and Industrial Markets
Channel Flows Influence Channel Choice
Retailers and Wholesalers
Retailers Defined by Ownership
Retailers Defined by Services and Facilities
Types of Wholesalers
Retailer and Wholesaler Marketing Decisions
VMS Structures Aid Channel Cooperation
VMS Alternatives: Horizontal and Multichannel Systems
Good Distributor Agreements Create Good Communications
International Perspective
Global Distribution Systems
Global Channel Strategies
Global Focus 22-1 Direct and Indirect Selling: Exporters Go Both Ways
Finding Distributors in International Markets
Managing Channels in International Markets
Chapter Perspective
Know the Concepts
Answers
Distribution Planning II: Logistics Systems
Overview
Logistics: Getting Products to Customers
Market Focus 23-1 Distributors as Strategic Business Partners
Total Systems and Total Costs Define Logistics Goals
Planning Cost-Efficient Logistics Systems
Tradeoffs Among Logistics Functions Optimize Costs
International Perspective
Transportation Constraints
Transportation Modes
Storage Facility Availability
Order Processing in Global Markets
Coordinating Transportation
Global Focus 23-1 How BLS Simplified NSC's Delivery Problem
Managing the Logistics Function
Chapter Perspective
Know the Concepts
Answers
Glossary
Index
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