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