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Marketing Foundation | |
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The Nature of Marketing Management | |
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Southwest Airlines: Fun, Profit, Customer Satisfaction, and a Major Bump in the Road | |
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The Nature of Marketing Management | |
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The Fields of Marketing and Management | |
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Marketing and Management Issues | |
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A Customer Service Failure | |
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Customer Service Champions | |
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The Design of This Book | |
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Chapter Summary | |
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Chapter 1 Case: iPhone Madness | |
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Market Analysis | |
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Electrolyte Nation | |
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Marketing Analysis | |
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Environmental Analysis | |
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Competitive/Industry Analysis | |
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Analysis of Product Positioning | |
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Market Segment Analysis | |
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Customer Analysis | |
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Consumer Buying Decision Making | |
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Demand and Market Potential | |
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Estimating Demand | |
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Contribution Margin and Break-Even Point | |
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Chapter Summary | |
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Chapter 2 Case: Scooping Up Success? | |
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Data Warehousing | |
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Costco: Data-Driven, Employee-Centered Marketing | |
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The Data Warehouse | |
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Data Warehouse Functions | |
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The Data in a Data Warehouse | |
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Analytical Data | |
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Data Mining | |
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Data-Driven Marketing Programs | |
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Testing Database-Driven Initiatives | |
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Chapter Summary | |
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Chapter 3 Case: Majestic Mountain Ski Resort | |
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Building a Customer-Oriented Marketing Department | |
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AFLAC: Employee-Centered Customer Care | |
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Developing a Successful Management Style | |
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Providing Effective Leadership | |
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Making Quality Decisions | |
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Building a Customer-Oriented Culture | |
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Motivating Employees | |
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Empowering and Engaging Employees | |
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Inspiring Creativity | |
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Handling Personal and Employee Stress | |
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Chapter Summary | |
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Chapter 4 Case: The New Boss | |
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Managing Customer Acquisition | |
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Customer Acquisition Strategies and Tactics | |
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Sony: From Humble Beginnings to a Worldwide Brand | |
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The Product Life Cycle | |
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The Importance of Customer Acquisition | |
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Customer Acquisition: Identifying Markets | |
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Customer Acquisition: Developing Products | |
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Branding | |
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Types of Brands | |
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Developing Powerful Brands | |
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The Role of Customer Service | |
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Chapter Summary | |
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Chapter 5 Case: LensCrafters | |
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Pricing | |
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Priceline.com: Reverse Auction Pricing Continues to Survive | |
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Price Considerations | |
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Pricing Strategies and Objectives | |
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Setting Prices | |
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Pricing New Products | |
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Price Discounts | |
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Changing Prices of Existing Products | |
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Legal and Ethical Pricing Issues | |
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The Role of Customer Service | |
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Chapter Summary | |
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Chapter 6 Case: Pricing: That?s How the Cookie Crumbles | |
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Advertising, Alternative and Direct Marketing | |
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Smucker?s: It Has to be Good | |
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Advertising Management | |
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Establishing Advertising Objectives | |
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Creating an Advertising Budget | |
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Choosing an Advertising Agency | |
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Overseeing an Advertising Program | |
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Assessing Advertising Effectiveness | |
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Alternative Marketing Programs | |
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Direct Marketing | |
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Implications for Entry-Level Employees | |
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Chapter Summary | |
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Chapter 7 Case: Wild West Rodeo | |
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Sales Promotions | |
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Kraft: Eat and Live Better | |
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Objectives of Promotions | |
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Managing Consumer Promotions | |
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Types of Consumer Promotions | |
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Types of Consumers | |
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International Considerations | |
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Trade Promotions | |
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Implications for Marketing Managers | |
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Customer Service and Promotions Programs | |
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Chapter Summary | |
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Chapter 8 Case: Barney's Bookstore | |
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Personal Selling | |
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IBM: A Corporate Legend Continues to Grow | |
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Retail Selling | |
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The Business-to-Business Selling Function | |
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Business-to-Business Customer Acquisition | |
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Relationship Selling | |
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Personal Selling: An International Perspective | |
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Managing a Sales Force | |
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Recruiting and Selection | |
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Training | |
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Compensation | |
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Motivational Programs | |
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Performance Evaluation | |
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Chapter Summary | |
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Chapter 9 Case: Hamming It Up | |
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Managing Customer Interactions | |
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Internal Communications | |
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Zappos: To Live and Deliver WOW | |
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The Nature of Communication | |
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Individual Communication | |
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Barriers to Individual Communication | |
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Overcoming Barriers to Individual Communication | |
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The Value of Individual Communication | |
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Communication Systems in Organizations | |
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Barriers to Formal Communication | |
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Overcoming the Barriers to Formal Communication | |
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Internal Communication and Customer Service | |
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International Internal Communications | |
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Implications for Marketing Managers | |
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Chapter Summary | |
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Chapter 10 Case: The Zen Master | |
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External Communications | |
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Round Rock Express: Making Memoriess One Game at a Time | |
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Communications With Non-Customers | |
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Communications With Customers and Potential Customers | |
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Institutional Statements | |
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Product Appearance and Package Design | |
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The Business Facility | |
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Personal Contacts | |
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Marketing Communication Tactics | |
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In-Store Communications | |
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Public Relations | |
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Image-Building Programs | |
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Implications for Marketing Managers | |
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Relationship to Customer Service | |
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Chapter Summary | |
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Chapter 11 Case: New York Cool | |
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Distribution and Supply Chain Management | |
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Insight, Inc.: Top of Mind in Supply Chain Management | |
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Distribution Systems | |
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Establishing Channels of Distribution | |
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Managing the Supply Channel | |
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Physical Distribution | |
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Methods of Transportation | |
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Evaluation of Physical Distribution | |
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Implications for Customer Service | |
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Implications for Marketing Managers | |
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Chapter Summary | |
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Chapter 12 Case: Making Movies | |
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Web Site and Internet Management | |
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Vonage: Challenging and Changing Personal Communication | |
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Web Site Functions | |
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The Value of a Web Site | |
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Designing an E-Commerce Program | |
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Building the E-Commerce Foundation | |
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Creating E-Commerce Components | |
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Finalizing Methods of Interaction With Customers | |
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Promoting the Web Site | |
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International Implications | |
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Chapter Summary | |
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Chapter 13 Case: Love Hurts | |
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Managing Customer Retention | |
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Customer Retention and Recovery | |
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Jet Blue: Crisis Management and Customer Recovery | |
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Developing Customer Loyalty | |
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Types of Customer Loyalty | |
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Factors That Generate Loyalty | |
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Maintaining Customer Relationships | |
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Customer Recovery | |
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Benefits of Customer Retention | |
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Implications for Marketing Managers | |
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Chapter Summary | |
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Chapter 14 Case: A Taxing Situation | |
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Marketing Control | |
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Aetna: Making Marketing Controls Work | |
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Planning Systems: The Basis of Control | |
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Control Systems | |
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Strategic Controls | |
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Strategic Marketing Controls | |
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Brands and Product Lines | |
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Marketing Function or Departmental Controls | |
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Individual Controls (Performance Appraisal) | |
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Types of Corrections | |
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Strategic Corrections | |
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Tactical Corrections | |
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Individual Rewards and Corrections | |
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Implications for Marketing Managers | |
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Chapter Summary | |
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Chapter 15 Case: Victoria's Secret: Pushing Up Sales During Tough Times | |
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How to Analyze a Case | |
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Comprehensive Cases | |