Effective Marketing Creating and Keeping Customers

Name: Effective Marketing Creating and Keeping Customers
Price: 202.01 USD
Availability: InStock
ISBN: 9780314041623

ISBN-10: 0314041621

ISBN-13: 9780314041623

Edition: 1995

Authors: William G. Zikmund, Michael D'Amico

List price: $194.95

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Description:

With consolidated coverage of the principles of marketing, Effective Marketing stands out for its ease of reading and useful presentation of the marketplace as a dynamic interplay of relationships. Mirroring the features of the comprehensive text, this edition appeals to instructors who seek a concise, strategic focus with integrated coverage of technology. Thorough treatment of e-commerce, emerging markets, new technologies, and hot marketing trends is provided. Concepts and topics are carefully discussed to helping readers adapt to and strategically plan for changes in the marketing environment.

Book details

List price: $194.95
Copyright year: 1995
Publisher: West Publishing Company, College & School Division
Binding: Paperback
Pages: 636
Language: English

William G. Zikmund, Ph.D., was a professor of marketing at Oklahoma State University until his death in 2002. He received his bachelor of science degree in marketing from the University of Colorado, a master of science degree from Southern Illinois University, and a Ph.D. in business administration with a concentration in marketing from the University of Colorado. Professor Zikmund worked in marketing research for Conway/Millikin Company and Remington Arms Company before beginning his academic career, and he had extensive consulting experience with business and not-for-profit organizations. Professor Zikmund published dozens of articles and papers in a diverse group of scholarly journals,…

Preface	p. xix
Authors	p. xxix
Prologue	p. xxxii
The Nature of Marketing	p. 2
Marketing Affects Our Daily Lives	p. 4
Marketing--What Is It?	p. 5
Not-for-Profit Organizations Are Marketers Too!	p. 6
A Definition of Marketing	p. 7
Keeping Customers and Building Relationships	p. 8
What Is a Market?	p. 9
The Marketing Mix	p. 9
The Marketing Environment--Coping with the Uncontrollable	p. 15
Modern Marketers Use the Marketing Concept	p. 16
Marketing Is a Cross-Functional Activity	p. 20
Marketing and Society	p. 20
Why Study Marketing?	p. 22
Summary	p. 22
Key Terms	p. 23
Questions for Review and Critical Thinking	p. 23
e-exercises	p. 24
Ethically Right or Wrong?	p. 24
Burton Snowboards (A)	p. 25
Lawn Care of Wisconsin	p. 27
Marketing Management: Strategy and Ethical Behavior	p. 28
Marketing Management	p. 30
What Is a Marketing Strategy?	p. 31
Planning--Designing a Framework for the Future	p. 31
Top Management Makes Corporate Strategic Plans	p. 34
Marketing Strategies at the SBU Level	p. 36
The Strategic Marketing Process	p. 40
Managerial Ethics and Socially Responsible Behavior	p. 48
Summary	p. 52
Key Terms	p. 53
Questions for Review and Critical Thinking	p. 54
e-exercises	p. 54
Ethically Right or Wrong?	p. 55
Second Chance Body Armor	p. 56
Ben and Jerry's (A)	p. 57
Environmental Forces in an e-commerce World: The Macroenvironment	p. 58
A World Perspective for the 21st Century	p. 60
The Macroenvironment	p. 60
The Physical Environment	p. 61
Sociocultural Forces	p. 62
Demographics	p. 63
Science and Technology	p. 71
Economic and Competitive Forces	p. 75
Politics and Laws	p. 77
Summary	p. 81
Key Terms	p. 82
Questions for Review and Critical Thinking	p. 82
e-exercises	p. 83
Ethically Right or Wrong?	p. 83
Comedian Mark Lundholm	p. 85
The Microenvironment in an Era of Global Business	p. 86
The Microenvironment--The Four Cs	p. 88
The Value Chain	p. 92
Core Competencies	p. 93
Relationship Management	p. 95
The Impact of Global Forces on the Four Cs	p. 95
Summary	p. 107
Key Terms	p. 108
Questions for Review and Critical Thinking	p. 108
e-exercises	p. 109
Ethically Right or Wrong?	p. 109
Etec (A)	p. 110
Cross-Functional Insights	p. 111
Information Technology and Marketing Research	p. 112
Information: The Basis of Effective Marketing	p. 114
Worldwide Information Systems in the 21st Century	p. 114
Data and Information	p. 115
Decision Support Systems	p. 116
Intranets	p. 117
Data-Based Marketing	p. 117
What Is Marketing Research?	p. 118
The Stages in the Research Process	p. 119
Marketing Research Is a Global Activity	p. 132
Sales Forecasting: Research about the Future	p. 132
Summary	p. 135
Key Terms	p. 136
Questions for Review and Critical Thinking	p. 136
e-exercises	p. 137
Ethically Right or Wrong?	p. 137
Burke Inc.	p. 138
Toronto Blue Jays (A)	p. 139
Consumer Behavior	p. 140
What Is Consumer Behavior?	p. 142
A Simple Start--Some Behavioral Fundamentals	p. 142
The Decision-Making Process	p. 143
Individual Factors That Shape the Decision-Making Process	p. 149
Interpersonal Influences on the Decision-Making Process	p. 160
Joint Decision Making	p. 164
Summary	p. 165
Key Terms	p. 166
Questions for Review and Critical Thinking	p. 167
e-exercises	p. 167
Ethically Right or Wrong?	p. 168
Vermont Teddy Bear (A)	p. 169
Business Markets and Organizational Buying	p. 170
Organizational Buying Behavior	p. 172
Characteristics of the Business Market	p. 173
Three Kinds of Buying	p. 176
The Internet and e-commerce	p. 177
The Cross-Functional Buying Center	p. 178
Why Do Organizations Buy?	p. 181
NAICS: Classifying Business Markets	p. 184
Summary	p. 185
Key Terms	p. 186
Questions for Review and Critical Thinking	p. 187
e-exercises	p. 187
Ethically Right or Wrong?	p. 187
Weather Or Not, Inc.	p. 188
Market Segmentation, Targeting, and Positioning Strategies	p. 190
What Is Market Segmentation?	p. 192
Four Strategies for Target Marketing	p. 196
Identifying Market Differences	p. 205
Segmenting Business Markets	p. 213
Finding the "Best" Segmentation Variable	p. 214
Positioning: The Basic Focus for the Marketing Mix	p. 214
Summary	p. 216
Key Terms	p. 217
Questions for Review and Critical Thinking	p. 217
e-exercises	p. 218
Ethically Right or Wrong?	p. 218
LaBelle Management	p. 219
VALS 2	p. 220
Cross-Functional Insights	p. 223
Basic Concepts about Goods, Services, and Ideas	p. 224
What Is a Product?	p. 226
Classifying Consumer Products	p. 228
Classifying Organizational Products	p. 232
The Product Line and the Product Mix	p. 234
The Marketer's Product Portfolio	p. 235
Branding--What's in a Name?	p. 237
Packaging	p. 245
Product Warranties	p. 246
Customer Service	p. 247
Services Are Products Too!	p. 247
Characteristics of Services	p. 248
The Total Service Product	p. 252
The Role of the Internet in Providing Customer Services	p. 253
Summary	p. 254
Key Terms	p. 255
Questions for Review and Critical Thinking	p. 255
e-exercises	p. 256
Ethically Right or Wrong?	p. 256
Ben and Jerry's (B)	p. 258
Boyne USA Resorts (A)	p. 259
Strategies for New Products and the Product Life Cycle	p. 260
What Is a New Product?	p. 262
Management's Perspective on New Products	p. 262
The Consumer's Perspective on Newness	p. 263
The Slim Chances of Success	p. 265
The Characteristics of Success	p. 265
New Product Development	p. 267
Why Do New Products Fail?	p. 273
The Product Life Cycle	p. 274
The Adoption and diffusion Processes	p. 281
Strategies for Modifying Existing Products	p. 284
Matching Products to Markets--Product Line Strategy	p. 289
Ethical Considerations Associated with Product Strategy	p. 292
Summary	p. 295
Key Terms	p. 296
Questions for Review and Critical Thinking	p. 296
e-exercises	p. 297
Ethically Right or Wrong?	p. 297
Etec (B)	p. 298
Cross-Functional Insights	p. 299
The Nature of the Supply Chain and Distribution	p. 300
Distribution Delivers a Standard of Living to Society	p. 302
Supply Chain and Logistics Defined	p. 302
The Objectives of Physical Distribution	p. 304
What Is a Channel of Distribution?	p. 305
Marketing Functions Performed by Intermediaries	p. 306
Typical Channels of Distribution	p. 316
Vertical Marketing Systems	p. 323
Planning the Channel of Distribution	p. 325
Issues Surrounding Channel Relationships	p. 328
Reverse Distribution	p. 330
Ethical Forces in Distribution Management	p. 331
Summary	p. 331
Key Terms	p. 333
Questions for Review and Critical Thinking	p. 333
e-exercises	p. 334
Ethically Right or Wrong?	p. 334
Burton Snowboards (B)	p. 335
Retailing, Direct Marketing, and Wholesaling	p. 336
Retailing and Its Importance	p. 338
Retailing Institutions--Toward a System of Classifications	p. 338
e-tailing on the Internet	p. 346
The Wheel of Retailing	p. 348
Retail Management Strategies	p. 350
Wholesaling	p. 355
Classifying Wholesalers	p. 356
Wholesale Management Strategies	p. 362
Regulation of Retail and Wholesale Distribution	p. 362
Summary	p. 364
Key Terms	p. 365
Questions for Review and Critical Thinking	p. 365
e-exercises	p. 366
Ethically Right or Wrong?	p. 366
Hudson's	p. 368
Cross-Functional Insights	p. 369
Integrated Marketing Communications	p. 370
Promotion: Communication with a Purpose	p. 372
New Communication Media Are Shaping Promotion	p. 373
The Elements of Promotion	p. 374
Integrated Marketing Communications--The Promotional Mix	p. 377
The Communication Process	p. 377
The Hierarchy of Communication Effects	p. 381
Push and Pull Strategies	p. 384
Promotional Campaigns	p. 385
The Ethics of Persuasion	p. 389
Summary	p. 390
Key Terms	p. 391
Questions for Review and Critical Thinking	p. 391
e-exercises	p. 392
Ethically Right or Wrong?	p. 392
Boyne USA (B)	p. 393
Advertising and Public Relations in an e-commerce World	p. 394
The Nature of Advertising	p. 396
Planning and Developing Advertising Campaigns	p. 397
Creative Strategy	p. 401
Producing an Effective Advertisement	p. 408
Media Selection	p. 413
Measuring the Effectiveness of Advertising	p. 420
Public Relations	p. 422
Public Relations Goes beyond Publicity: An Integrated Marketing Communications Approach	p. 425
International Public Relations	p. 427
Evaluating and Monitoring Public Relations	p. 427
Ethical Issues in Advertising	p. 428
Summary	p. 430
Key Terms	p. 431
Questions for Review and Critical Thinking	p. 431
e-exercises	p. 432
Ethically Right or Wrong?	p. 432
W. B. Doner Advertising Agency	p. 433
Personal Selling, Sales Management, and Sales Promotion	p. 434
Personal Selling Defined	p. 436
The Characteristics of Personal Selling	p. 436
The Types of Personal Selling Tasks	p. 438
The Creative Selling Process	p. 441
Sales Force Automation	p. 447
Sales Management	p. 448
Ethical Issues in Sales and Sales Management	p. 455
Sales Promotion	p. 455
Summary	p. 461
Key Terms	p. 462
Questions for Review and Critical Thinking	p. 462
e-exercises	p. 463
Ethically Right or Wrong?	p. 463
Closing Techniques: Five Top Salespeople	p. 464
Cross-Functional Insights	p. 465
Introduction to Pricing Concepts	p. 466
What Is Price?	p. 468
Price as a Marketing Mix Variable	p. 468
Price in the Economy	p. 470
The Fundamentals of Pricing Strategy	p. 472
Pricing Objectives	p. 472
Target Market Considerations	p. 476
Know Your Demand	p. 477
Know Your Costs	p. 479
Summary	p. 481
Key Terms	p. 482
Questions for Review and Critical Thinking	p. 482
e-exercises	p. 483
Ethically Right or Wrong?	p. 483
Toronto Blue Jays (B)	p. 484
Pricing Strategies and Tactics	p. 486
An Overview of Pricing Strategies	p. 488
Differential Pricing Strategies	p. 488
Competitive Pricing Strategies	p. 491
Product-Line Pricing Strategies	p. 494
Psychological and Image Pricing Strategies	p. 496
Distribution-Based Pricing Strategies	p. 498
Some Additional Pricing Strategies and Tactics	p. 500
Establishing the Exact Price	p. 500
Price Adjustments	p. 504
Pricing and the Law	p. 505
Pricing and Social Responsibility	p. 507
Summary	p. 508
Key Terms	p. 510
Questions for Review and Critical Thinking	p. 510
e-exercises	p. 511
Ethically Right or Wrong?	p. 511
World Gym	p. 512
Cross-Functional Insights	p. 513
Appendices	p. 514
Glossary	p. 515
Endnotes	p. 531
Credits	p. 539
Name Index	p. 540
Subject Index	p. 543
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