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| Marketing in Today's Economy | |
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| Introduction | |
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| The Challenges and Opportunities of Marketing in Today's Economy | |
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| Basic Marketing Concepts | |
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| What Is a Market? | |
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| What Is Exchange? | |
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| What Is a Product? | |
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| Major Marketing Activities and Decisions | |
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| Strategic Planning | |
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| Social Responsibility and Ethics | |
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| Research and Analysis | |
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| Developing Competitive Advantage | |
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| Marketing Strategy Decisions | |
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| Implementation and Control | |
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| Developing and Maintaining Customer Relationships | |
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| Taking on the Challenges of Marketing Strategy | |
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| Lessons from Chapter 1 | |
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| Questions for Discussion | |
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| Exercises | |
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| Strategic Marketing Planning | |
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| Introduction | |
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| The Strategic Planning Process | |
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| Organizational Mission Versus Organizational Vision | |
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| Corporate or Business-Unit Strategy | |
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| Functional Goals and Objectives | |
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| Functional Strategy | |
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| Implementation | |
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| Evaluation and Control | |
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| The Marketing Plan | |
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| Marketing Plan Structure | |
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| Using the Marketing Plan Structure | |
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| Purposes and Significance of the Marketing Plan | |
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| Organizational Aspects of the Marketing Plan | |
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| Maintaining Customer Focus and Balance in Strategic Planning | |
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| Customer-Focused Planning | |
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| Balanced Strategic Planning | |
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| Lessons from Chapter 2 | |
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| Questions for Discussion | |
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| Exercises | |
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| Marketing Ethics and Social Responsibility in Strategic Planning | |
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| Introduction | |
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| The Role of Ethics and Social Responsibility in Marketing Strategy | |
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| Dimensions of Social Responsibility | |
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| Marketing Ethics and Strategy | |
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| The Challenges of Being Ethical and Socially Responsible | |
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| Deceptive Practices In Marketing | |
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| Deceptive Communication and Promotion | |
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| Regulating Deceptive Marketing Practices | |
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| Organizational Determinants of Marketing Ethics and Social Responsibility | |
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| Codes of Conduct | |
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| Marketing Ethics and Leadership | |
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| Stakeholders, Market Orientation, and Marketing Performance | |
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| Market Orientation | |
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| Stakeholder Orientation | |
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| Marketing Performance | |
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| Incorporating Ethics and Social Responsibility into Strategic Planning | |
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| Lessons from Chapter 3 | |
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| Questions for Discussion | |
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| Exercises | |
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| Collecting and Analyzing Marketing Information | |
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| Introduction | |
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| Conducting a Situation Analysis | |
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| Analysis Alone Is Not a Solution | |
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| Data Are Not the Same as Information | |
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| The Benefits of Analysis Must Outweigh the Costs | |
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| Conducting a Situation Analysis Is a Challenging Exercise | |
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| The Internal Environment | |
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| Review of Current Objectives, Strategy, and Performance | |
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| Availability of Resources | |
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| Organizational Culture and Structure | |
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| The Customer Environment | |
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| Who Are Our Current and Potential Customers? | |
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| What Do Customers Do with Our Products? | |
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| Where Do Customers Purchase Our Products? | |
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| When Do Customers Purchase Our Products? | |
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| Why (and How) Do Customers Select Our Products? | |
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| Why Do Potential Customers Not Purchase Our Products? | |
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| The External Environment | |
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| Competition | |
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| Economic Growth and Stability | |
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| Political Trends | |
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| Legal and Regulatory Issues | |
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| Technological Advancements | |
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| Sociocultural Trends | |
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| Collecting Marketing Data and Information | |
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| Secondary Information Sources | |
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| Primary Data Collection | |
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| Overcoming Problems in Data Collection | |
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| Lessons from Chapter 4 | |
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| Questions for Discussion | |
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| Exercises | |
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| Developing Competitive Advantage and Strategic Focus | |
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| Introduction | |
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| Making SWOT Analysis Productive | |
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| Stay Focused | |
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| Search Extensively for Competitors | |
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| Collaborate with Other Functional Areas | |
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| Examine Issues from the Customers' Perspective | |
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| Look for Causes, Not Characteristics | |
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| Separate Internal Issues from External Issues | |
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| SWOT-Driven Strategic Planning | |
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| Strengths and Weaknesses | |
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| Opportunities and Threats | |
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| The SWOT Matrix | |
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| Developing and Leveraging Competitive Advantages | |
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| Establishing a Strategic Focus | |
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| Developing Marketing Goals and Objectives | |
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| Developing Marketing Goals | |
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| Developing Marketing Objectives | |
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| Moving Beyond Goals and Objectives | |
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| Lessons from Chapter 5 | |
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| Questions for Discussion | |
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| Exercises | |
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| Customers, Segmentation, and Target Marketing | |
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| Introduction | |
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| Buyer Behavior in Consumer Markets | |
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| The Consumer Buying Process | |
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| Factors That Affect the Consumer Buying Process | |
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| Buyer Behavior in Business Markets | |
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| Unique Characteristics of Business Markets | |
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| The Business Buying Process | |
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| Market Segmentation | |
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| Traditional Market Segmentation Approaches | |
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| Individualized Segmentation Approaches | |
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| Criteria for Successful Segmentation | |
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| Identifying Market Segments | |
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| Segmenting Consumer Markets | |
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| Segmenting Business Markets | |
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| Target-Marketing Strategies | |
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| Lessons from Chapter 6 | |
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| Questions for Discussion | |
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| Exercises | |
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| Product Strategy | |
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| Introduction | |
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| The Product Portfolio | |
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| The Challenges of Service Products | |
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| New Product Development | |
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| Branding Strategy | |
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| Strategic Issues in Branding Strategy | |
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| Packaging and Labeling | |
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| Differentiating and Positioning the Product Offering | |
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| Differentiation Strategies | |
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| Positioning Strategies | |
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| Managing Products and Brands Over Time | |
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| Development Stage | |
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| Introduction Stage | |
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| Growth Stage | |
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| Maturity Stage | |
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| Decline Stage | |
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| Lessons from Chapter 7 | |
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| Questions for Discussion | |
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| Exercises | |
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| Pricing Strategy | |
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| Introduction | |
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| The Role of Pricing in Marketing Strategy | |
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| The Seller's Perspective on Pricing | |
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| The Buyer's Perspective on Pricing | |
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| A Shift in the Balance of Power | |
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| The Relationship Between Price and Revenue | |
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| Key Issues in Pricing Strategy | |
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| Pricing Objectives | |
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| Supply and Demand | |
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| The Firm's Cost Structure | |
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| Competition and Industry Structure | |
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| Stage of the Product Life Cycle | |
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| Pricing Service Products | |
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| Price Elasticity of Demand | |
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| Situations That Increase Price Sensitivity | |
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| Situations That Decrease Price Sensitivity | |
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| Pricing Strategies | |
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| Base-Pricing Strategies | |
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| Adjusting Prices in Consumer Markets | |
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| Adjusting Prices in Business Markets | |
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| Fixed Versus Dynamic Pricing | |
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| Legal and Ethical Issues in Pricing | |
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| Price Discrimination | |
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| Price Fixing | |
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| Predatory Pricing | |
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| Deceptive Pricing | |
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| Lessons from Chapter 8 | |
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| Questions for Discussion | |
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| Exercises | |
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| Distribution and Supply Chain Management | |
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| Introduction | |
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| Distribution and Supply Chain Concepts | |
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| Marketing Channel Functions | |
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| Channel Effectiveness and Efficiency | |
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| Strategic Issues in Distribution and Supply Chain Management | |
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| Marketing Channel Structure | |
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| Channel Integration | |
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| Creating and Enhancing Value in the Supply Chain | |
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| Conflict and Collaboration in the Supply Chain | |
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| The Basis of Conflict in the Supply Chain | |
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| Collaborative Supply Chains | |
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| Trends in Marketing Channels | |
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| Advancing Technology | |
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| Shifting Power in the Channel | |
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| Outsourcing Channel Functions | |
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| The Growth of Direct Distribution and Nonstore Retailing | |
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| The Growth of Dual Distribution | |
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| Legal and Ethical Issues in the Supply Chain | |
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| Dual Distribution | |
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| Exclusive Channel Arrangements | |
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| Tying Arrangements | |
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| Counterfeit Products | |
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| Lessons from Chapter 9 | |
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| Questions for Discussion | |
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| Exercises | |
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| Integrated Marketing Communications | |
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| Introduction | |
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| Strategic Issues in Integrated Marketing Communications | |
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| Advertising | |
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| Types of Advertising | |
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| Determining the Advertising Budget | |
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| Evaluating Advertising Effectiveness | |
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| Public Relations | |
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| Public Relations Methods | |
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| Negative Public Relations | |
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| Personal Selling and Sales Management | |
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| The Sales Management Process | |
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| The Impact of Technology on Personal Selling | |
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| Sales Promotion | |
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| Sales Promotion in Consumer Markets | |
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| Sales Promotion in Business Markets | |
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| Lessons from Chapter 10 | |
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| Questions for Discussion | |
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| Exercises | |
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| Marketing Implementation and Control | |
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| Introduction | |
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| Strategic Issues in Marketing Implementation | |
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| The Link Between Planning and Implementation | |
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| The Elements of Marketing Implementation | |
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| Approaches to Marketing Implementation | |
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| Implementation by Command | |
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| Implementation Through Change | |
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| Implementation Through Consensus | |
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| Implementation as Organizational Culture | |
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| Internal Marketing and Marketing Implementation | |
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| The Internal Marketing Approach | |
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| The Internal Marketing Process | |
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| Evaluating and Controlling Marketing Activities | |
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| Formal Marketing Controls | |
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| Informal Marketing Controls | |
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| Scheduling Marketing Activities | |
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| Lessons from Chapter 11 | |
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| Questions for Discussion | |
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| Exercises | |
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| Developing and Maintaining Long-Term Customer Relationships | |
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| Introduction | |
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| Managing Customer Relationships | |
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| Developing Relationships in Consumer Markets | |
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| Developing Relationships in Business Markets | |
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| Quality and Value: The Keys to Developing Customer Relationships | |
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| Understanding the Role of Quality | |
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| Delivering Superior Quality | |
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| Understanding the Role of Value | |
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| Competing on Value | |
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| Customer Satisfaction: The Key to Customer Retention | |
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| Understanding Customer Expectations | |
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| Satisfaction Versus Quality Versus Value | |
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| Customer Satisfaction and Customer Retention | |
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| Customer Satisfaction Measurement | |
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| Lessons from Chapter 12 | |
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| Questions for Discussion | |
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| Exercises | |
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| Cases | |
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| Napster | |
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| USA Today and the Future of Information Distribution | |
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| Saturn | |
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| Champ Car World Series | |
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| Blockbuster | |
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| Mobile ESPN | |
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| Gillette | |
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| Best Buy | |
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| New Belgium Brewing Company (A) | |
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| New Belgium Brewing Company (B) | |
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| Mattel, Inc. | |
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| PETCO Develops Successful Stakeholder Relationships | |
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| FedEx Corporation | |
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| IKEA | |
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| Mistine | |
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| Museum of Fine Arts Boston | |
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| G.I. Joe: Marketing an Icon | |
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| Strategic Inflection: TiVo in 2005 | |
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| The Brand in the Hand: Mobile Marketing at adidas | |
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| Santa Fe Relocation Services: Regional Brand Management | |
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| Marketing Plan Worksheets | |
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| Example Marketing Plan | |
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| Endnotes | |
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| Brands and Companies Index | |
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| Name Index | |
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| Subject Index | |