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Effective Marketing Creating and Keeping Customers

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ISBN-10: 0314041621

ISBN-13: 9780314041623

Edition: 1995

Authors: William G. Zikmund, Michael D'Amico

List price: $46.50
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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.
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Book details

List price: $46.50
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,…    

Prefacep. xix
Authorsp. xxix
Prologuep. xxxii
The Nature of Marketingp. 2
Marketing Affects Our Daily Livesp. 4
Marketing--What Is It?p. 5
Not-for-Profit Organizations Are Marketers Too!p. 6
A Definition of Marketingp. 7
Keeping Customers and Building Relationshipsp. 8
What Is a Market?p. 9
The Marketing Mixp. 9
The Marketing Environment--Coping with the Uncontrollablep. 15
Modern Marketers Use the Marketing Conceptp. 16
Marketing Is a Cross-Functional Activityp. 20
Marketing and Societyp. 20
Why Study Marketing?p. 22
Summaryp. 22
Key Termsp. 23
Questions for Review and Critical Thinkingp. 23
e-exercisesp. 24
Ethically Right or Wrong?p. 24
Burton Snowboards (A)p. 25
Lawn Care of Wisconsinp. 27
Marketing Management: Strategy and Ethical Behaviorp. 28
Marketing Managementp. 30
What Is a Marketing Strategy?p. 31
Planning--Designing a Framework for the Futurep. 31
Top Management Makes Corporate Strategic Plansp. 34
Marketing Strategies at the SBU Levelp. 36
The Strategic Marketing Processp. 40
Managerial Ethics and Socially Responsible Behaviorp. 48
Summaryp. 52
Key Termsp. 53
Questions for Review and Critical Thinkingp. 54
e-exercisesp. 54
Ethically Right or Wrong?p. 55
Second Chance Body Armorp. 56
Ben and Jerry's (A)p. 57
Environmental Forces in an e-commerce World: The Macroenvironmentp. 58
A World Perspective for the 21st Centuryp. 60
The Macroenvironmentp. 60
The Physical Environmentp. 61
Sociocultural Forcesp. 62
Demographicsp. 63
Science and Technologyp. 71
Economic and Competitive Forcesp. 75
Politics and Lawsp. 77
Summaryp. 81
Key Termsp. 82
Questions for Review and Critical Thinkingp. 82
e-exercisesp. 83
Ethically Right or Wrong?p. 83
Comedian Mark Lundholmp. 85
The Microenvironment in an Era of Global Businessp. 86
The Microenvironment--The Four Csp. 88
The Value Chainp. 92
Core Competenciesp. 93
Relationship Managementp. 95
The Impact of Global Forces on the Four Csp. 95
Summaryp. 107
Key Termsp. 108
Questions for Review and Critical Thinkingp. 108
e-exercisesp. 109
Ethically Right or Wrong?p. 109
Etec (A)p. 110
Cross-Functional Insightsp. 111
Information Technology and Marketing Researchp. 112
Information: The Basis of Effective Marketingp. 114
Worldwide Information Systems in the 21st Centuryp. 114
Data and Informationp. 115
Decision Support Systemsp. 116
Intranetsp. 117
Data-Based Marketingp. 117
What Is Marketing Research?p. 118
The Stages in the Research Processp. 119
Marketing Research Is a Global Activityp. 132
Sales Forecasting: Research about the Futurep. 132
Summaryp. 135
Key Termsp. 136
Questions for Review and Critical Thinkingp. 136
e-exercisesp. 137
Ethically Right or Wrong?p. 137
Burke Inc.p. 138
Toronto Blue Jays (A)p. 139
Consumer Behaviorp. 140
What Is Consumer Behavior?p. 142
A Simple Start--Some Behavioral Fundamentalsp. 142
The Decision-Making Processp. 143
Individual Factors That Shape the Decision-Making Processp. 149
Interpersonal Influences on the Decision-Making Processp. 160
Joint Decision Makingp. 164
Summaryp. 165
Key Termsp. 166
Questions for Review and Critical Thinkingp. 167
e-exercisesp. 167
Ethically Right or Wrong?p. 168
Vermont Teddy Bear (A)p. 169
Business Markets and Organizational Buyingp. 170
Organizational Buying Behaviorp. 172
Characteristics of the Business Marketp. 173
Three Kinds of Buyingp. 176
The Internet and e-commercep. 177
The Cross-Functional Buying Centerp. 178
Why Do Organizations Buy?p. 181
NAICS: Classifying Business Marketsp. 184
Summaryp. 185
Key Termsp. 186
Questions for Review and Critical Thinkingp. 187
e-exercisesp. 187
Ethically Right or Wrong?p. 187
Weather Or Not, Inc.p. 188
Market Segmentation, Targeting, and Positioning Strategiesp. 190
What Is Market Segmentation?p. 192
Four Strategies for Target Marketingp. 196
Identifying Market Differencesp. 205
Segmenting Business Marketsp. 213
Finding the "Best" Segmentation Variablep. 214
Positioning: The Basic Focus for the Marketing Mixp. 214
Summaryp. 216
Key Termsp. 217
Questions for Review and Critical Thinkingp. 217
e-exercisesp. 218
Ethically Right or Wrong?p. 218
LaBelle Managementp. 219
VALS 2p. 220
Cross-Functional Insightsp. 223
Basic Concepts about Goods, Services, and Ideasp. 224
What Is a Product?p. 226
Classifying Consumer Productsp. 228
Classifying Organizational Productsp. 232
The Product Line and the Product Mixp. 234
The Marketer's Product Portfoliop. 235
Branding--What's in a Name?p. 237
Packagingp. 245
Product Warrantiesp. 246
Customer Servicep. 247
Services Are Products Too!p. 247
Characteristics of Servicesp. 248
The Total Service Productp. 252
The Role of the Internet in Providing Customer Servicesp. 253
Summaryp. 254
Key Termsp. 255
Questions for Review and Critical Thinkingp. 255
e-exercisesp. 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 Cyclep. 260
What Is a New Product?p. 262
Management's Perspective on New Productsp. 262
The Consumer's Perspective on Newnessp. 263
The Slim Chances of Successp. 265
The Characteristics of Successp. 265
New Product Developmentp. 267
Why Do New Products Fail?p. 273
The Product Life Cyclep. 274
The Adoption and diffusion Processesp. 281
Strategies for Modifying Existing Productsp. 284
Matching Products to Markets--Product Line Strategyp. 289
Ethical Considerations Associated with Product Strategyp. 292
Summaryp. 295
Key Termsp. 296
Questions for Review and Critical Thinkingp. 296
e-exercisesp. 297
Ethically Right or Wrong?p. 297
Etec (B)p. 298
Cross-Functional Insightsp. 299
The Nature of the Supply Chain and Distributionp. 300
Distribution Delivers a Standard of Living to Societyp. 302
Supply Chain and Logistics Definedp. 302
The Objectives of Physical Distributionp. 304
What Is a Channel of Distribution?p. 305
Marketing Functions Performed by Intermediariesp. 306
Typical Channels of Distributionp. 316
Vertical Marketing Systemsp. 323
Planning the Channel of Distributionp. 325
Issues Surrounding Channel Relationshipsp. 328
Reverse Distributionp. 330
Ethical Forces in Distribution Managementp. 331
Summaryp. 331
Key Termsp. 333
Questions for Review and Critical Thinkingp. 333
e-exercisesp. 334
Ethically Right or Wrong?p. 334
Burton Snowboards (B)p. 335
Retailing, Direct Marketing, and Wholesalingp. 336
Retailing and Its Importancep. 338
Retailing Institutions--Toward a System of Classificationsp. 338
e-tailing on the Internetp. 346
The Wheel of Retailingp. 348
Retail Management Strategiesp. 350
Wholesalingp. 355
Classifying Wholesalersp. 356
Wholesale Management Strategiesp. 362
Regulation of Retail and Wholesale Distributionp. 362
Summaryp. 364
Key Termsp. 365
Questions for Review and Critical Thinkingp. 365
e-exercisesp. 366
Ethically Right or Wrong?p. 366
Hudson'sp. 368
Cross-Functional Insightsp. 369
Integrated Marketing Communicationsp. 370
Promotion: Communication with a Purposep. 372
New Communication Media Are Shaping Promotionp. 373
The Elements of Promotionp. 374
Integrated Marketing Communications--The Promotional Mixp. 377
The Communication Processp. 377
The Hierarchy of Communication Effectsp. 381
Push and Pull Strategiesp. 384
Promotional Campaignsp. 385
The Ethics of Persuasionp. 389
Summaryp. 390
Key Termsp. 391
Questions for Review and Critical Thinkingp. 391
e-exercisesp. 392
Ethically Right or Wrong?p. 392
Boyne USA (B)p. 393
Advertising and Public Relations in an e-commerce Worldp. 394
The Nature of Advertisingp. 396
Planning and Developing Advertising Campaignsp. 397
Creative Strategyp. 401
Producing an Effective Advertisementp. 408
Media Selectionp. 413
Measuring the Effectiveness of Advertisingp. 420
Public Relationsp. 422
Public Relations Goes beyond Publicity: An Integrated Marketing Communications Approachp. 425
International Public Relationsp. 427
Evaluating and Monitoring Public Relationsp. 427
Ethical Issues in Advertisingp. 428
Summaryp. 430
Key Termsp. 431
Questions for Review and Critical Thinkingp. 431
e-exercisesp. 432
Ethically Right or Wrong?p. 432
W. B. Doner Advertising Agencyp. 433
Personal Selling, Sales Management, and Sales Promotionp. 434
Personal Selling Definedp. 436
The Characteristics of Personal Sellingp. 436
The Types of Personal Selling Tasksp. 438
The Creative Selling Processp. 441
Sales Force Automationp. 447
Sales Managementp. 448
Ethical Issues in Sales and Sales Managementp. 455
Sales Promotionp. 455
Summaryp. 461
Key Termsp. 462
Questions for Review and Critical Thinkingp. 462
e-exercisesp. 463
Ethically Right or Wrong?p. 463
Closing Techniques: Five Top Salespeoplep. 464
Cross-Functional Insightsp. 465
Introduction to Pricing Conceptsp. 466
What Is Price?p. 468
Price as a Marketing Mix Variablep. 468
Price in the Economyp. 470
The Fundamentals of Pricing Strategyp. 472
Pricing Objectivesp. 472
Target Market Considerationsp. 476
Know Your Demandp. 477
Know Your Costsp. 479
Summaryp. 481
Key Termsp. 482
Questions for Review and Critical Thinkingp. 482
e-exercisesp. 483
Ethically Right or Wrong?p. 483
Toronto Blue Jays (B)p. 484
Pricing Strategies and Tacticsp. 486
An Overview of Pricing Strategiesp. 488
Differential Pricing Strategiesp. 488
Competitive Pricing Strategiesp. 491
Product-Line Pricing Strategiesp. 494
Psychological and Image Pricing Strategiesp. 496
Distribution-Based Pricing Strategiesp. 498
Some Additional Pricing Strategies and Tacticsp. 500
Establishing the Exact Pricep. 500
Price Adjustmentsp. 504
Pricing and the Lawp. 505
Pricing and Social Responsibilityp. 507
Summaryp. 508
Key Termsp. 510
Questions for Review and Critical Thinkingp. 510
e-exercisesp. 511
Ethically Right or Wrong?p. 511
World Gymp. 512
Cross-Functional Insightsp. 513
Appendicesp. 514
Glossaryp. 515
Endnotesp. 531
Creditsp. 539
Name Indexp. 540
Subject Indexp. 543
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