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| Preface | |
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| The Marketing Process: Basic Concepts | |
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| Overview | |
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| Introducing Merton Electronics | |
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| Marketing Concepts That Support Marketing Plans | |
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| Market Focus 1-1 Titanic: The Amazing Movie | |
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| Eight Basic Marketing Functions | |
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| Evolution of Marketing: Self-Sufficiency to Centralization | |
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| Evolution of Marketing Philosophies: Production to Societal | |
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| International Perspective | |
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| Global Focus 1-1 Domino's Pizza Changes Its Mix | |
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| Chapter Perspective | |
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| Know the Concepts | |
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| Answers | |
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| The International Market: Forces and Opportunities | |
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| Overview | |
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| Why International Trade Grows | |
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| The IMF and World Bank | |
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| Benefits of Entering Foreign Markets | |
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| Global Focus 2-1 The Free Market at Work: From Dirty Hands to Skilled Hands | |
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| Global Focus 2-2 Exports as a Hedge Against Flat U.S. Market | |
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| Difficulties in Entering Foreign Markets | |
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| The Role of the United States in Global Trade | |
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| Reducing the Trade Deficit Will Increase GDP | |
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| Reducing the Trade Deficit Won't Be Easy | |
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| Regaining the Competitive Edge | |
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| A Strategy for Reducing the Trade Deficit | |
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| Chapter Perspective | |
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| Know the Concepts | |
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| Answers | |
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| Marketing Management and Strategic Marketing Planning | |
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| Overview | |
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| Marketing Management Creates Satisfactory Exchanges | |
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| What Marketing Managers Do | |
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| Market Focus 3-1 Strategic Planning at Wainwright Industries Earns the Baldrige Award | |
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| Creating and Maintaining Demand Levels | |
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| Strategic Marketing Planning Manages Demand | |
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| Business-Level Strategic Planning | |
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| International Perspective | |
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| Global Focus 3-1 Formulating a Successful Export Strategy | |
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| Chapter Perspective | |
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| Know the Concepts | |
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| Answers | |
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| The Marketing Environment | |
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| Overview | |
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| Environmental Variables | |
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| How Technology Affects Environmental Variables | |
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| First Step: Scan Internal and External Environments | |
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| Market Focus 4-1 AT&T Responds to Full-Scale Environmental Change | |
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| Macro/Microenvironments | |
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| The Macroenvironment: Threats and Opportunities | |
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| The Demographic Environment | |
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| The Economic Environment | |
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| The Social-Cultural Environment | |
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| The Political-Legal Environment | |
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| The Technological Environment | |
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| The Competitive Environment | |
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| The Microenvironment: Threats and Opportunities | |
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| Chapter Perspective | |
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| Know the Concepts | |
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| Answers | |
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| The International Marketing Environment | |
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| Overview | |
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| Global Environments Affect Strategic Planning | |
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| Economic Considerations | |
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| Political-Legal Considerations | |
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| Home-Country Trade Influences | |
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| Global Focus 5-1 Export Controls Hurt U.S. Firms | |
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| Host-Country Influences on Trade | |
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| Supranational Influences on Trade | |
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| Global Legal Systems Affect Business Decisions | |
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| Cultural Influences on Global Markets | |
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| Global Focus 5-2 It Helps to Know the Negotiating Context | |
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| Chapter Perspective | |
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| Know the Concepts | |
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| Answers | |
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| Decision Support and Strategic Planning/Management Systems | |
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| Overview | |
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| Support Systems That Inform Other Systems | |
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| How DSSs Evolved | |
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| The Early Stage: Too Much Information | |
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| The First MIS | |
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| Market Focus 6-1 The Global Spyglass | |
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| Transforming MISs into DSSs | |
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| DSS Applications | |
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| Strategic Planning/Management Systems | |
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| The Balanced Scorecard | |
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| Market Focus 6-2 Improving Chrysler Dealer Quality: A Tale of Two Programs | |
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| Chapter Perspective | |
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| Know the Concepts | |
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| Answers | |
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| Marketing Systems | |
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| Overview | |
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| Marketing Processes and Systems | |
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| Systems Theory Explains Marketing Processes | |
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| Four Marketing Systems | |
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| The Organizational System Harmonizes Marketing Efforts | |
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| Market Focus 7-1 Hewlett-Packard Organizes for Growth | |
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| The Planning System Helps Define and Exploit Opportunities | |
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| The Control System Keeps Plans On Track | |
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| International Perspective | |
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| Global Focus 7-1 Whirlpool Succeeds Abroad | |
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| Chapter Perspective | |
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| Know the Concepts | |
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| Answers | |
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| Marketing Research 1: Problems and Processes | |
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| Overview | |
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| What Marketing Research Does | |
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| Who Does Marketing Research? | |
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| Product/Market MR Applications | |
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| MR Applications Differ by Industry and Roles | |
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| Validity and Reliability | |
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| Key MR Constraints: Subjects, Instruments, and Controls | |
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| The MR Process: Formulate, Compile, Analyze, Recommend | |
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| Define Research Problem and Objectives | |
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| Conduct a Situation Analysis | |
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| Design a Research Plan | |
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| International Perspective | |
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| Global Focus 8-1 How Hewlett-Packard Finds Market Opportunities | |
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| Chapter Perspective | |
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| Know the Concepts | |
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| Answers | |
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| Marketing Research: Tools and Techniques | |
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| Overview | |
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| Exploratory and Conclusive Research | |
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| Conclusive and Exploratory Research Work Together | |
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| Designing the Research Plan | |
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| Collecting, Processing, and Applying Primary Data | |
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| Constructing the Questionnaire | |
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| Interpreting Data with Statistics and Experiments | |
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| Coding and Tabulating Data | |
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| Generating Conclusions and Making Recommendations | |
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| Implementation and Feedback | |
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| International Perspective | |
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| Global Focus 9-1 Adjusting Marketing Research to Market Conditions | |
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| Chapter Perspective | |
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| Know the Concepts | |
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| Answers | |
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| Consumer Behavior | |
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| Overview | |
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| Understanding Consumer Behavior Helps Relate and Communicate | |
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| Consumer Behavior Defines Markets, Marketing Mixes, and Messages | |
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| A Model of Consumer Behavior | |
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| Stimuli That Influence Consumer Behavior | |
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| How Interpersonal Variables Influence Consumer Behavior | |
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| How Reference Groups Influence Consumer Behavior | |
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| How Intrapersonal Variables Influence Consumer Behavior | |
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| How Buyers Make Decisions | |
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| Market Focus 10-1 The Consumer Decision Process Guides Rogaine's Promotion | |
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| International Perspective | |
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| Global Focus 10-1 Ostrich Rancher Looks to Feather His Nest in Overseas Markets | |
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| Chapter Perspective | |
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| Know the Concepts | |
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| Answers | |
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| Organizational Markets and Buying Behavior | |
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| Overview | |
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| Components of the Organizational Market | |
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| The Industrial Producer Market | |
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| SIC Categories Define Industries and Trades | |
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| Industrial Market Demand Patterns | |
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| The Industrial Buying Process | |
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| Market Focus 11-1 Building Markets by Building Partnerships | |
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| The Reseller Market | |
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| The Government Market | |
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| The Institutional Market | |
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| International Perspective | |
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| Stages of Economic Development | |
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| Key Export Industries Generate Jobs and Growth | |
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| Global Focus 11-1 Sivam: Case Study in Successful Advocacy | |
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| Demand Patterns in Global Markets | |
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| Purchasing Policies and Practices in Global Markets | |
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| Chapter Perspective | |
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| Know the Concepts | |
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| Answers | |
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| Market Segmentation, Targeting, and Positioning Strategies | |
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| Overview | |
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| Target Marketing Improves Market Planning | |
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| Segmentation Strategy Options | |
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| Criteria That Define Worthwhile Segments | |
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| Bases for Segmenting Markets | |
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| Identifying, Defining, and Prioritizing Segments | |
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| Choosing a Segmentation Strategy in the Consumer Market | |
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| Organizational Market Segmentation Strategies | |
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| Market Positioning: Find a Niche | |
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| International Perspective | |
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| Global Focus 12-1 Nonalcoholic Wine Exporter Toasts World Markets | |
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| Chapter Perspective | |
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| Know the Concepts | |
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| Answers | |
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| Measuring Market and Sales Potential | |
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| Overview | |
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| Forecasts Project Market and Sales Potential | |
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| Forecasts Help Plan and Achieve Marketing Goals | |
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| Forecasting Dimensions: Time, Space, and Products | |
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| Forecasting Criteria: Money, Authority, Desire, Access | |
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| Relationships Between Marketing Effort and Demand | |
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| The Three-Step Direct Forecasting Approach | |
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| Organizational Market Forecasting Strategies | |
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| Market Focus 13-1 Building Forecasts and Market Plans on Zip Codes and Census Data | |
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| Judgmental Forecasting Techniques | |
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| International Perspective | |
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| Global Focus 13-1 Analogy Forecasts Help Build Lakewood's World Market for Chopsticks | |
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| Gap Analysis Scans, Compares | |
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| Chapter Perspective | |
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| Know the Concepts | |
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| Answers | |
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| Relationship Marketing and Integrated Marketing Communications | |
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| Overview | |
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| RM and IMC Work Together | |
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| RM's Focus: Long-Term Loyalty | |
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| Market Focus 14-1 Hilton's CRM System Builds Customer Loyalty and Profits | |
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| Integrated Marketing Communications | |
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| Market Focus 14-2 Gilette Introduces the Fusion Shaving System | |
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| Chapter Perspective | |
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| Know the Concepts | |
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| Answers | |
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| Product Planning I: Product/Market Growth Strategies | |
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| Overview | |
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| Products Define Customers, Competitors, and Marketing Mix | |
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| Products Defined: Bundles of Satisfactions | |
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| Consumer/Industrial Products | |
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| Segmentation Implications | |
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| Product Life Cycles Help Plan Strategies | |
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| New Products: Anything New | |
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| Organizing for New Product Development | |
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| International Perspective | |
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| Global Product Benefits | |
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| Standardized vs. Customized Plans | |
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| Global Focus 15-1 When Product Plans Go Awry | |
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| Product/Market Adaptation Strategies | |
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| The Fast-Growing Global Services Sector | |
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| International Product Life Cycles Help Plan Strategies | |
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| Introducing New Products into Global Markets | |
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| Chapter Perspective | |
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| Know the Concepts | |
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| Answers | |
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| Product Planning II: Product Design and Development Strategies | |
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| Overview | |
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| Product Planning Meets Customer Needs, Company Goals | |
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| Product Planning in Context | |
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| Product Design | |
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| Product Brands | |
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| Quality Levels | |
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| Overlooked Service Opportunities | |
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| Market Focus 16-1 The Increasing Importance of Service in Competitive Markets | |
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| Customer Service Needs | |
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| Product Packaging Decisions | |
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| Labeling Decisions Supplement Packaging Decisions | |
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| Line and Mix Strategies | |
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| International Perspective | |
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| Product Design in Global Markets | |
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| Global Focus 16-1 Learning from Product Design Successes and Failures | |
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| Branding in Global Markets | |
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| Product Counterfeiting Threatens Global Trade | |
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| Chapter Perspective | |
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| Know the Concepts | |
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| Answers | |
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| Establishing Pricing Objectives and Policies | |
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| Overview | |
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| Pricing Objectives Define Policies and Strategies | |
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| Prices Influence Sales, Profits, and Marketing Mixes | |
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| Prices Support the Marketing Mix | |
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| Pricing as a Marketing Function | |
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| Pricing Objectives, Policies, Strategies | |
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| Market Focus 17-1 How Customer Perceptions Define Quality and Price | |
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| How Political/Legal Climates Affect Pricing | |
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| International Perspective | |
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| How Cost Considerations Affect Global Pricing Decisions | |
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| Transfer Pricing and Tax-Tariffs | |
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| Global Focus 17-1 Penalizing Transfer Pricing Abuses: Actions and Reactions | |
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| Currency Valuation Threats and Opportunities | |
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| Escrow Requirements Tie Up Earning Potential | |
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| Dumping: Hard to Prove | |
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| Pricing Legislation | |
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| Chapter Perspective | |
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| Know the Concepts | |
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| Answers | |
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| Formulating Pricing Strategies and Tactics | |
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| Overview | |
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| Pricing Strategies Help Achieve Marketing Goals | |
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| Pricing Options Respond to Market Challenges | |
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| Cost-Based Strategies: ROI, Markups, and Breakevens | |
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| Oligopolistic Strategies: Copycats and Kinked Demand | |
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| Demand-Based Price Strategies | |
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| Price Discrimination Favors Different Segments | |
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| Promotional Pricing Attracts Market Segments | |
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| Expected Profit Strategies Control Bidding | |
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| Product Line Pricing Strategies | |
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| Price Modification Strategies | |
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| Price Change Strategies | |
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| Anticipating Price Change Reactions | |
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| Addressing Global Pricing Problems | |
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| Global Focus 18-1 Different Companies, Different Price Strategies | |
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| Chapter Perspective | |
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| Know the Concepts | |
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| Answers | |
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| Promotion Planning I: Indirect Promotion | |
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| Overview | |
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| Promotion Mix Elements Inform, Persuade, or Remind | |
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| What Promotional People Do | |
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| A Model of the Communication Process | |
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| Planning Productive Promotion Programs | |
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| International Perspective | |
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| Advertising Around the World | |
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| Global Promotion Planning Problems | |
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| Guidelines for Successful Global Promotions | |
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| Global Focus 19-1 Overseas Trade Shows Enhance Direct Selling | |
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| Chapter Perspective | |
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| Know the Concepts | |
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| Answers | |
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| Promotion Planning II: Sales and Sales Management | |
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| Overview | |
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| Personal Selling: Expensive and Profitable | |
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| Ultimate Goal: Ultimate Sale | |
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| Anatomy of a Sales Call | |
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| Types of Selling | |
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| Careers in Selling | |
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| Sales Managers Manage People | |
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| Salesforce Design | |
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| Salesforce Management | |
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| Salesforce Automation | |
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| International Perspective | |
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| Global Focus 20-1 Block Those Language Blunders! | |
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| Sales Management Challenges in Global Markets | |
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| Chapter Perspective | |
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| Know the Concepts | |
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| Answers | |
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| Marketing on the Internet | |
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| Overview | |
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| e-Business to e-Marketing to B2B, B2C, and B2G | |
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| Technology Grows e-Commerce | |
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| Modern e-Market Strategies | |
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| Internet Marketing Aids Strategic Planning | |
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| Market Focus 21-1 How to Buy a Car over the Internet | |
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| Internet Sites Sell, Service, and Inform | |
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| The Well-Designed Website | |
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| Internet Marketing Builds Markets | |
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| Benefits of Internet Marketing | |
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| International Perspective | |
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| Chapter Perspective | |
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| Know the Concepts | |
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| Answers | |
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| Distribution Planning I: Channel Strategy | |
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| Overview | |
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| Distribution Planning Moves Goods Through Channels | |
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| Channels Perform Marketing Functions | |
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| Channel Networks in Consumer and Industrial Markets | |
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| Channel Flows Influence Channel Choice | |
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| Retailers and Wholesalers | |
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| Retailers Defined by Ownership | |
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| Retailers Defined by Services and Facilities | |
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| Types of Wholesalers | |
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| Retailer and Wholesaler Marketing Decisions | |
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| VMS Structures Aid Channel Cooperation | |
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| VMS Alternatives: Horizontal and Multichannel Systems | |
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| Good Distributor Agreements Create Good Communications | |
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| International Perspective | |
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| Global Distribution Systems | |
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| Global Channel Strategies | |
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| Global Focus 22-1 Direct and Indirect Selling: Exporters Go Both Ways | |
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| Finding Distributors in International Markets | |
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| Managing Channels in International Markets | |
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| Chapter Perspective | |
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| Know the Concepts | |
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| Answers | |
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| Distribution Planning II: Logistics Systems | |
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| Overview | |
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| Logistics: Getting Products to Customers | |
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| Market Focus 23-1 Distributors as Strategic Business Partners | |
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| Total Systems and Total Costs Define Logistics Goals | |
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| Planning Cost-Efficient Logistics Systems | |
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| Tradeoffs Among Logistics Functions Optimize Costs | |
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| International Perspective | |
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| Transportation Constraints | |
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| Transportation Modes | |
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| Storage Facility Availability | |
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| Order Processing in Global Markets | |
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| Coordinating Transportation | |
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| Global Focus 23-1 How BLS Simplified NSC's Delivery Problem | |
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| Managing the Logistics Function | |
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| Chapter Perspective | |
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| Know the Concepts | |
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| Answers | |
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| Glossary | |
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| Index | |