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Marketing Express

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ISBN-10: 0547060033

ISBN-13: 9780547060033

Edition: 3rd 2009

Authors: William M. Pride, O. C. Ferrell

List price: $89.95
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Description:

Marketing Express is a new condensed version of Pride/Ferrell Foundations of Marketing, 3/e. Marketing Express does not include the extra end-of-chapter exercises or introductory materials of Foundations, offering greater flexibility for those who prefer a briefer text with limited pedagogy. Marketing Express includes solid, traditional coverage of marketing's 4Ps as well as coverage of today's "hot" marketing topics, including ethics, e-marketing, and customer relationship management. The design includes advertisements, photos, screen shots and boxes throughout the text to grab student interest and help make the content real and relevant to today's students.
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Book details

List price: $89.95
Edition: 3rd
Copyright year: 2009
Publisher: CENGAGE Learning
Publication date: 2/12/2008
Binding: Paperback
Pages: 480
Size: 8.50" wide x 10.75" long x 0.75" tall
Weight: 2.200
Language: English

Preface
Customer-Driven Strategic Marketing
Consumers Reach for the Stars and Satellite Radio
Marketing Defined
Customers Are the Focus
Marketing Deals with Products, Price, Distribution, and Promotion
Marketing Builds Relationships with Customers and Other Stakeholders
Marketing Occurs in a Dynamic Environment
Understanding the Marketing Concept
Evolution of the Marketing Concept
Implementing the Marketing Concept
Managing Customer Relationships
Value-Driven Marketing
Marketing Management
The Importance of Marketing in Our Global Economy
Marketing Costs Consume a Sizable Portion of Buyers' Dollars
Marketing Is Used in Nonprofit Organizations
Marketing Is Important to Businesses
Marketing Fuels Our Global Economy
Marketing Knowledge Enhances Consumer Awareness
Marketing Connects People Through Technology
Socially Responsible Marketing Can Promote the Welfare of Customers and Stakeholders
Marketing Offers Many Exciting Career Prospects
Red Bull Has Wings
Marketing Entrepreneurs: Mark Zuckerberg
One Planet, One IKEA
Planning Marketing Strategies
Ford's New Strategy: ""The Way Forward""
Understanding the Strategic Planning Process
Assessing Organizational Resources and Opportunities
Swot Analysis
Establishing an Organizational Mission and Goals
Developing Corporate, Business-Unit, and Marketing Strategies
Corporate Strategy
Business-Unit Strategy
Marketing Strategy
Creating the Marketing Plan
Implementing Marketing Strategies
Approaches to Marketing Implementation
Organizing Marketing Activities
Controlling Marketing Activities
Taste versus Health: The Trans Fat War
Cereality Makes Breakfast Cereal Cool
Marketing Entrepreneurs: Tom Szaky
The Marketing Environment, Social Responsibility, and Ethics
Starbucks Balances Growth and Responsibility
The Marketing Environment
Responding to the Marketing Environment
Competitive Forces
Economic Forces
Political Forces
Legal and Regulatory Forces
Technological Forces
Sociocultural Forces
Social Responsibility and Ethics in Marketing
Economic Dimension
Legal Dimension
Ethical Dimension
Philanthropic Dimension
Incorporating Social Responsibility and Ethics into Strategic Planning
Technology Goes to the Dogs
Marketing Entrepreneurs: Amy Simmons
Timberland: Walking in Nature's Shoes
E-Marketing and Customer Relationship Management
Google Helps Marketers Find Answers
Marketing on the Internet
Consumer-Generated Electronic Marketing
Basic Characteristics of Electronic Marketing
Addressability
Interactivity
Memory
Control
Accessibility
Digitalization
E-Marketing Strategies
Product Considerations
Distribution Considerations
Promotion Considerations
Pricing Considerations
Customer Relationship Management
Database Marketing
Customer Lifetime Value
Technology Drives CRM
Customer Satisfaction Is the End Result of CRM
Legal and Ethical Issues in E-Marketing
Marketing Entrepreneurs: Noah Glass
Building a Community: YouTube Can Do It
Viral Marketing Propels Arctic Monkeys to the Top of the Charts
Global Markets and International Marketing
Gillette: Cutting Into the World Market
The Nature of Global Marketing Strategy
Environmental Forces in International Markets
Sociocultural Forces
Economic Forces
Political, Legal, and Regulatory Forces
Social Responsibility and Ethics Forces
Competitive Forces
Technological Forces
Regional Trade Alliances, Markets, and Agreements
The North American Free Trade Agreement (NAFTA)
The European Union (EU)
The Common Market of the Southern Cone (Mercosur)
Asia-Pacific Economic Cooperation (APEC)
The World Trade Organization (WTO)
Modes of Entry into International Markets
Importing and Exporting
Licensing and Franchising
Contract Manufacturing
Joint Ventures
Direct Ownership
Customization versus Globalization of International Marketing Mixes
iPod's Global Success: Music to Their Ears
Mexican Coca-Cola: A Legal Alien
Marketing Entrepreneurs: Pitak Ploempitakkul
Marketing Research and Information Systems
Internet Research: Saving Money and Understanding Behavior
The Importance of Marketing Research
The Marketing Research Process
Locating and Defining Research Issues or Problems
Designing the Research Project
Collecting Data
Types of Data
Sources of Secondary Data
Methods of Collecting Primary Data
Interpreting Research Findings
Reporting Research Findings
Using Technology to Improve Marketing Information Gathering and Analysis
Marketing Information Systems
Databases
Marketing Decision Support Systems
Issues in Marketing Research
The Importance of Ethical Marketing Research
International Issues in Marketing Research
PepsiCo and Coca-Cola Research Drinks to Satisfy Every Need
Marketing Entrepreneurs: Sharon Lee and DeeDee Gordon
Mystery Shoppers Uncover Information
Target Markets: Segmentation and Evaluation
IKEA's Leksvik and Klippan Sofas: Coming to a Living Room Near You
What Is a Market?
Target-Market Selection Process
Step 1: Identify the Appropriate Targeting Strategy
Undifferentiated Targeting Strategy
Concentrated Targeting Strategy Through Market Segmentation
Differentiated Targeting Strategy Through Market Segmentation
Determine Which Segmentation Variables to Use
Variables for Segmenting Consumer Markets
Variables for Segmenting Business Markets
Develop Market Segment Profiles
Evaluate Relevant Market Segments
Sales Estimates
Competitive Assessment
Cost Estimates
Select Specific Target Markets
Developing Sales Forecasts
Executive Judgment
Surveys
Time-Series Analysis
Regression Analysis
Market Tests
Multiple Forecasting Methods
Whole Foods' ""Whole Babies""
Marketing Entrepreneurs: Samant� Joseph
Se Habla Espa�ol: Banks Target Hispanics
Consumer Buying Behavior
The Harley-Davidson Brand Roars into Its Second Century
Level Of Involvement and Consumer Problem-Solving Processes
Consumer Buying Decision Process
Problem Recognition
Information Search
Evaluation of Alternatives
Purchase
Postpurchase Evaluation
Situational Influences on the Buying Decision Process
Psychological Influences on the Buying Decision Process
Perception
Motives
Learning
Attitudes
Personality and Self-Concept
Lifestyles
Social Influences on the Buying Decision Process
Roles
Family Influences
Reference Groups
Opinion Leaders
Social Classes
Culture and Subcultures
Marketing Entrepreneurs: Marc Eck&obar;
Marketers Reach Out to Consumers Who Live a ""Second Life""
Big Spending on the Teen Scene
Business Markets and Buying Behavior
Texas Instruments Supplies the Processing Power
Business Markets
Producer Markets
Reseller Markets
Government Markets
Institutional Markets
Dimensions of Marketing to Business Customers
Characteristics of Transactions with Business Customers
Attributes of Business Customers
Primary Concerns of Business Customers
Methods of Business Buying
Types of Business Purchases
Demand for Business Products
Derived Demand
Inelastic Demand
Joint Demand
Fluctuating Demand
Business Buying Decisions: The Buying Center
The Buying Center
Business Buying Decisions: Process and Influences
Stages of the Business Buying Decision Process
Influences on the Business Buying Decision Process
Industrial Classification Systems
Naturally Potatoes? Naturally
Marketing Enterpreneurs: Venus McNabb
The Focus Is on Service at IBM
Product, Branding, and Packaging Concepts
Heinz Brand Thrives with Innovative Products and Creative Labels
What Is a Product?
Classifying Products
Consumer Products
Business Products
Product Line and Product Mix
Product Life Cycles and Marketing Strategies
Marketing Strategies
Introduction
Growth
Maturity
Decline
Product Adoption Process
Branding
Value of Branding
Brand Equity
Types of Brands
Selecting a Brand Name
Protecting a Brand
Branding Policies and Strategies
Branding Policies
Brand Extensions
Co-Branding
Brand Licensing
Packaging
Packaging Functions
Major Packaging Considerations
Packaging and Marketing Strategy
Labeling
Marketing Entrepreneurs: Arielle Eckstut, Jonah Shaw, and Jason Dorf
The Mets and Citigroup Brand Together
The Rise and Fall of Bingham Hill Cheese Company
Developing and Managing Goods and Services
Crayola Finds Toys Are Fun with No Mess
Managing Existing Products
Line Extensions
Product Modifications
Developing New Products
Idea Generation
Screening
Concept Testing
Business Analysis
Product Development
Test Marketing
Commercialization
Product Differentiation Through Quality, Design, and Support Services
Product Quality
Product Design and Features
Product Support Services
Product Positioning and Repositioning
Perceptual Mapping
Bases for Positioning
Repositioning
Product Deletion
Managing Services as Products
Nature and Importance of Services
Characteristics of Services
Creating Marketing Mixes for Services
Organizing to Develop and Manage Products
Marketing Entrepreneurs: Alex Fisher and Stew Maloney
The Marketing of Wicked
Service Quality and Consistency in the Hotel Industry
Pricing Fundamentals
The Starbury One Scores with Low-Price Strategy
The Role of Price
Price and Nonprice Competition
Price Competion
Nonprice Competition
Analysis of Demand
The Demand Curve
Demand Fluctuations
Assessing Price Elasticity of Demand
Demand, Cost, and Profit Relationships
Marginal Analysis
Breakeven Analysis
Factors Affecting Pricing Decisions
Organizational and Marketing Objectives
Types of Pricing Objectives
Costs
Other Marketing-Mix Variables
Channel Member Expectations
Customer Interpretation and Response
Competition
Legal and Regulatory Issues
Pricing for Business Markets
Price Discounting
Geographic Pricing
Transfer Pricing
Netflix Survives Price Competition
Marketing Entrepreneurs: Elliott Breece, Joshua Boltuch, and Elias Roman
Airlines Struggle to Balance Demand, Costs
Pricing Management
Napster 2.0: The Cat Is Back
Stages for Establishing Prices
Development of Pricing Objectives
Survival
Profit
Return on Investment
Market Share
Cash Flow
Status Quo
Product Quality
Assessment of the Target Market's Evaluation of Price
Evaluation of Competitors' Prices
Selection of a Basis for Pricing
Cost-Based Pricing
Demand-Based Pricing
Competition-Based Pricing
Selection of a Pricing Strategy
Differential Pricing
New-Product Pricing
Product-Line Pricing
Psychological Pricing
Professional Pricing
Promotional Pricing
Determination of a Specitific Price
Levi's High-End Low Riders
Marketing Entrepreneurs: Amy Mayer and Ellen Navarro
Why Did Microsoft Price the Xbox 360 Below Cost?
Marketing Channels and Supply-Chain Management
FedEx Packages Marketing for Overnight Success
Marketing Channels and Supply-Chain Management
Supply Chain Management
The Significance of Marketing Channels
Types of Marketing Channels
Channels for Consumer Products
Channels for Business Products
Multiple Marketing Channels and Channel Alliances
Selecting Marketing Channels
Channel Leadership, Cooperation, and Conflict
Channel Integration
Vertical Channel Integration
Horizontal Channel Integration
Intensity of Market Coverage
Physical Distribution in Supply-Chain Management
Physical Distribution Functions
Order Processing
Inventory Management
Materials Handling
Warehousing
Transportation
Partnering Helps Drive Toyota to the Top
Marketing Entrepreneurs: David Ansel
Radio Shack Faces Channel Challenge
Retailing, Direct Marketing, and Wholesaling
The Hard Rock Joins the Undefeated-the Seminole Nation
Retailing
Major Types of Retail Stores
General Merchandise Retailers
Specialty Retailers
Strategic Issues in Retailing
Location, Location, Location
Retail Positioning
Store Image
Category Management
Scrambled Merchandising
The Wheel of Retailing
Direct Marketing and Direct Selling
Direct Marketing
Direct Selling
Franchising
Wholesaling
Services Provided by Wholesalers
Types of Wholesalers
Merchant Wholesalers
Agents and Brokers
Manufacturers' Sales Branches and Offices
A Wild Place to Eat and Shop: The Rainforest Caf�
L.L. Bean Is Coming Out of the Woods
Marketing Entrepreneurs: Jacquelyn Tran
Integrated Marketing Communications
Toyota Coordinates Promotions Across Many Platforms
What Is Integrated Marketing Communications?
The Communication Process
The Role and Objectives of Promotion
Create Awareness
Stimulate Demand
Encourage Product Trial
Identify Prospects
Retain Loyal Customers
Facilitate Reseller Support
Combat Competitive Promotional Efforts
Reduce Sales Fluctuations
The Promotion Mix
Advertising
Personal Selling
Public Relations
Sales Promotion
Selecting Promotion-Mix Elements
Promotional Resources, Objectives, and Policies
Characteristics of the Target Market
Characteristics of the Product
Costs and Availability of Promotional Methods
Push and Pull Channel Policies
The Growing Importance of Word-of-Mouth Communications
Product Placement
Criticisms and Defenses of Promotion
Nielsen Gets Students to Play the Ratings Game
Marketing Entrepreneurs: Dave Balter
Should Procter & Gamble Buzz Minors?
Advertising and Public Relations
Mini Cooper's Alternative Advertising Campaign
The Nature and Types of Advertising
Developing an Advertising Campaign
Identifying and Analyzing the Target Audience
Defining the Advertising Objectives
Creating the Advertising Platform
Determining the Advertising Appropriation
Developing the Media Plan
Creating the Advertising Message
Executing the Campaign
Evaluating Advertising Effectiveness
Who Develops the Advertising Campaign?
Public Relations
Public Relations Tools
Evaluating Public Relations Effectiveness
Dealing with Unfavorable Public Relations
Peyton Manning, MVP: Most Marketable Player
Selling Insurance with a Quack
Marketing Entrepreneurs: Alex Tew
Personal Selling and Sales Promotion
Best Buy Reshapes the World of Selling
What Is Personal Selling?
The Personal Selling Process
Prospecting for Customers
Evaluating Prospects
Approaching the Customer
Making the Presentation
Overcoming Objections
Closing the Sale
Following up
Types of Salespeople
Order Getters
Order Takers
Support Personnel
Types of Selling
Managing the Sales Force
Establishing Sales Force Objectives
Determining Sales Force Size
Recruiting and Selecting Salespeople
Training Sales Personnel
Compensating Salespeople
Motivating Salespeople
Managing Sales Territories
Controlling and Evaluating Sales Force Performance
What Is Sales Promotion?
Consumer and Trade Sales Promotion Methods
Consumer Sales Promotion Methods
Trade Sales Promotion Methods
The Ultimate Energy Salesperson
Marketing Entrepreneurs: Sir Richard Branson
Holy Cowl Promotion at Chick-fil-A
Notes
Credits
Index