Skip to content

Marketing Essentials

Best in textbook rentals since 2012!

ISBN-10: 0026406012

ISBN-13: 9780026406017

Edition: 2nd 1997 (Student Manual, Study Guide, etc.)

Authors: Grady Kimbrell, Lois Schneider Farese, Carl A. Woloszyk, McGraw-Hill Education Staff

List price: $112.72
Blue ribbon 30 day, 100% satisfaction guarantee!
what's this?
Rush Rewards U
Members Receive:
Carrot Coin icon
XP icon
You have reached 400 XP and carrot coins. That is the daily max!


Considered the nation’s number one marketing program, Marketing Essentials is the essential text for introducing students to the skills, strategies, and topics that make up the ever-changing world of marketing. It effectively captures the excitement of this fast-paced discipline with engrossing narrative, engaging graphics, and real-life case studies.
Customers also bought

Book details

List price: $112.72
Edition: 2nd
Copyright year: 1997
Publisher: McGraw-Hill Higher Education
Publication date: 1/1/1997
Binding: Hardcover
Pages: 620
Size: 8.50" wide x 11.00" long x 1.00" tall
Weight: 3.432
Language: English

The World of Marketing
Using Marketing Essentials
Economic Essentials
Introduction to Economics
The Study of Economics
What Is an Economy?
The Types of Economic Systems
Case Challenge: Capitalism in China
The Free Enterprise System
Basic Economic Freedoms
Supply and Demand
The Role of Government
Case Challenge: Breakup of a Monopoly
National and International Economics
Business Cycles
Measurement of an Economy
International Trade
Case Challenge: International Business Concerns
Business and Marketing Essentials
What Is Business?
The Scope of U.S. Business
The Functions of Business
The Business Utilities
Benefits of Marketing
Marketing and Social Responsibility
Case Challenge: From Garbage to Goods
Marketing Concepts
The Marketing Philosophy
What Is a Market?
Marketing Approaches
Industrial Market Segmentation
Marketing Mix
Case Challenge: Pet Rocks--Rock Solid and Market Wise
Market Share
Identifying Markets
Understanding the Consumer Market
The Industrial Market
Case Challenge: Reynolds Metals--Reaching the Consumer and Industrial Markets
How the Industrial Market Derives Demand from the Consumer Market
Channels of Distribution
Distribution and the "Place" Utility
Channels in the Consumer and Industrial Markets
Considerations in Distribution Planning
Case Challenge: Cooperation in the Channels of Distribution
Human Resource Essentials
Fundamentals of Mathematics
Writing Whole Numbers
Decimal Numbers
Using a Calculator
Percent Problems
Case Challenge: Currency Exchange
Communication Skills
The Communication Process
Case Challenge: Tickling the Business Funny Bone
Interpersonal Skills
Understanding Others
Influencing Others
Case Challenge: Winning Friends
Selling an Idea
Personal Traits and Skills
Management Skills
Levels of Management
Management Functions
Handling Responsibility
Effective Management Skills
Case Challenge: Treating People Right
Managing Through a System of Rewards
What Is Selling?
Why Study Selling and Selling Skills?
Basic Classifications of Selling
Case Challenge: Commission Pay in Retailing
Traits and Skills of Successful Salespeople
Understanding Customers
Developing Product Knowledge
Sources of Product Information
Case Challenge: Selling an Idea
How To Use Product Information
Learning About the Customer
The Sales Process
The Steps of a Sale
Approaching the Customer
Case Challenge: Just Looking
Determining Needs and Product Presentation
Determining Needs
Case Challenge: Good Listening Is the Key to Success
Product Presentation
Handling Customer Questions and Objections
Objections vs. Excuses
Case Challenge: The Price Is Too Low!
Closing the Sale and Follow-up
Closing the Sale
Suggestion Selling
After-sale Activities
Case Challenge: The Power of Suggestion
Recording Sales
Recording Sales in Different Sales Situations
Cash Registers
Electronic Cash Registers
Cash Register Operations
Sales Slips
Types of Sales Transactions
Case Challenge: Selling Beauty the Mary Kay Way
What Is Promotion?
The Role of Promotion
Types of Promotion
Case Challenge: Using Your Potato Head
The Concept of Promotional Mix
Advertising Media
Advertising and Its Purpose
Types of Media
Case Challenge: TV Guide
Media Costs
Selection of Promotional Media
Preparing Written Advertisements
The Advertising Agency
Cooperative Advertising
Parts of a Print Advertisement
Developing Advertising Headlines
Preparing Advertising Copy
Selecting Advertising Illustrations
Developing Advertising Layouts
Case Challenge: Car Ads--Images That Last for Years
Visual Merchandising and Display
What Is Visual Merchandising?
Elements of Visual Merchandising
Case Challenge: From Supermarket to Supermercado
Display Design and Preparation
Display Maintenance
Dismantling Procedures for Displays
Publicity and Public Relations
Elements of Public Relations
What Public Relations Specialists Do
Public Relations in the Promotional Mix
Case Challenge: Giving Till It Burps
Business and Distribution Operations
Physical Distribution
The Scope of Physical Distribution
The Transporting Function
Transportation Service Companies
Case Challenge: Roadway's Inroads
The Storage Function
Receiving, Checking, and Shipping
Shipping Arrangements
Receiving Merchandise
Marking Merchandise
Case Challenge: POS Systems Make Data Management Easy
Stock and Inventory Control
Merchandise Assortment
The Nature of Inventory Control Systems
Types of Unit Control Systems
Case Challenge: Keeping Track of the Parts
Risk Management
Kinds of Risks
Case Challenge: The Limited Tests Its Limits
Handling Business Risks
Marketing Math Applications
Purchase Orders
Sales Checks
Sales Tax
Calculating Shipping Charges
Credit Card Sales
Returns, Exchanges, and Allowances
Calculating Gross Sales and Net Sales
Profit and Loss
Case Challenge: The Hidden Costs of Theft
Buying and Pricing Merchandise
Price Planning
What Is Price?
Factors Affecting Price
Case Challenge: Everyday Low Prices at Sears
Goals of Pricing
Pricing Strategies
Basic Pricing Strategies
Influences of Wholesalers and Retailers
Pricing and Product Life Cycle
Case Challenge: No More Ordinary Wastebaskets
One-price vs. Flexible-price Policy
Pricing Techniques
Steps in Setting Price
Pricing Math
Profit vs. Markup
Basic Markup Calculations
Case Challenge: Marketing Glacier Water
Unit Selling Prices
Sales Tax and Prices
Types of Buyers
Buying Situations
Steps in the Buying Process
Case Challenge: Buyers and Suppliers--Working Together in the 90's
Marketing Mathematics Related to Retail Buying
Marketing Information Management
What Is Marketing Research?
What Is Marketing Research?
Who Uses Marketing Research?
Nature and Scope of Marketing Research
Case Challenge: Coca-Cola Enters the Office
Limitations of Marketing Research
Conducting Marketing Research
The Marketing Research Process
Problem Definition
Obtaining Data
Data Analysis
Recommending Solutions to the Problem
Implementing the Findings
Management Information Systems
Case Challenge: A Hamburger To Go ... from the Frozen Food Department
Product Planning
What Is Product Planning?
Nature and Scope of Product Planning
Product Selection
Case Challenge: If You Liked the Theme Parks, You'll Love the Stores
Branding, Packaging, and Labeling
Product Mix
Case Challenge: Slacks by Any Other Name
Packaging and Its Functions
Extended Product Features
Case Challenge: Bugs Burger--Bug Killer
Role of Warranties in Product Planning
Other Extended Product Features
Consumer Laws and Agencies
Consumer Remedies and Responsibilities
What Is Entrepreneurship?
What Is Entrepreneurship?
Characteristics of a Successful Entrepreneur
The Importance of Entrepreneurship in Our Society
Ways To Enter Business
Forms of Business Organization
Case Challenge: Why Pay More?
Developing the Business Plan
Describing and Analyzing a Proposed Business
Before You Begin a Business
Description of the Proposed Business Situation
Analysis of the Proposed Business Situation
Case Challenge: A Cookie in the Spotlight
Organizing a Business
Your Proposed Organization Plan
Case Challenge: You Try Harder When It's Your Own
Proposed Good or Service
Your Proposed Marketing Plan
Financing a Business
Sources of Capital
Case Challenge: Financing the American Dream
Understanding Financial Statements
Projecting Start-up Costs
Projecting Personal Needs
Projecting Business Income
Career Planning
Careers in Marketing
Employment Trends
An Overview of Marketing Careers
Case Challenge: Let Your Interests Be Your Guide
Benefits of a Marketing Career
Self-Assessment and Career Research
Your Skills and Aptitudes
Career Assessment
Case Challenge: For the Love of Art
Research Resources
Career Decision Making
Evaluating Your Choices
Making Your Decision
Developing a Plan of Action
Case Challenge: Young Independents
Choosing the Best Education for you
Outlining Your Plan
Employability Skills
Getting a Work Permit
Finding Job Openings
Exploring Sources of Job Leads
Applying for a Job
Interviewing for a Job
Case Challenge: What Are You Telling the Interviewer?