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Detailed Table of Contents
- Part 1 The Contemporary Marketing Environment
- Chapter 1Developing Relationships through Customer Focus, Quality,
Technology, and
Ethical Behavior
- Chapter Overview
- What is Marketing?
- A
Definition of Marketing
- Today’s
Global Marketplace
- Four Eras in the History of Marketing
- The
Production Era
- The
Sales Era
- The
Marketing Era
- The
Relationship Era
- Converting
Needs to Wants
- Avoiding Marketing Myopia
- Extending the Traditional Boundaries of Marketing
- Marketing
in Not-for-Profit Organizations
- Characteristics
of Not-for-Profit Marketing
- Nontraditional
Marketing
- Elements of a Marketing Strategy
- The
Target Market
- Marketing
Mix Variables
- The
Marketing Environment
- Critical
Thinking and Creativity
- The Technology Revolution in Marketing
- Interactive
Marketing
- The
Internet
- How
Marketers Use the Web
- From Transaction-Based Marketing to RelationshipMarketing
- Developing
Partnerships and Strategic Alliances
- Costs and Functions of Marketing
- Ethics and Social Responsibility: Doing Well by Doing Good
- Strategic Implications of Marketing in the Twenty-First Century
- Achievement Check Summary
- Key
Terms
- Review
Questions
- Questions
for Critical Thinking
- ’net Work
Back to top
- Chapter 2 The
Marketing Environment, Ethics, and Social Responsibility
- Chapter Overview
- Environmental Scanning and Environmental Management
- The Competitive Environment
- Types
of Competition
- Developing
a Competitive Strategy
- The Political—Legal Environment
- Government
Regulation
- Government
Regulatory Agencies
- Other
Regulatory Forces
- Controlling
the Political—Legal Environment
- The Economic Environment
- Business
Cycles
- Inflation
- Unemployment
- Income
- Resource
Availability
- The
International Economic Environment
- The Technological Environment
- Applying
Technology
- The Social—Cultural Environment
- Importance
in International Marketing Decisions
- Consumerism
- Marketing’s Role in Society
- Evaluating
the Quality of Life
- Criticisms
of the Competitive Marketing System
- Ethical Issues in Marketing
- Ethical
Problems in Marketing Research
- Ethical
Problems in Product Strategy
- Ethical
Problems in Distribution Strategy
- Ethical
Problems in Promotional Strategy
- Ethical
Problems in Pricing
- Social Responsibility in Marketing
- Marketing’s
Responsibilities
- Marketing
and Ecology
- Controlling the Marketing System
- Strategic Implications of the Marketing Environment, Ethics,
and Social Responsibility
- Achievement Check Summary
- Key
Terms
- Review
Questions
- Questions
for Critical Thinking
- ’net Work
Back to top
- Chapter 3Global
Dimensions of Marketing
- Chapter Overview
- The Importance of Global Marketing
- Service
and Retail Exports
- Benefits
of Going Global
- The International Marketplace
- Market
Size
- Buyer
Behavior
- The International Marketing Environment
- International
Economic Environment
- International
Social—Cultural Environment
- International
Technological Environment
- International
Political—Legal Environment
- Multinational Economic Integration
- GATT
and the World Trade Organization
- The
NAFTA Accord
- The
European Union
- Going Global
- First
Steps in Deciding to Market Globally
- Strategies
for Entering International Markets
- Contractual
Agreements
- International
Direct Investment
- From
Multinational Corporation to Global Marketer
- Developing an International Marketing Strategy
- International
Product and Promotional Strategies
- International
Distribution Strategy
- Pricing
Strategy
- The United States as a Target for International Marketers
- Strategic Implications of International Marketing
- Achievement Check Summary
- Key
Terms
- Review
Questions
- Questions
for Critical Thinking
- ’net Work
Back to top
- Part 2 Managing
Technology to Achieve Marketing Success
- Chapter 4E-Commerce:
Electronic Marketing and the Internet
- Chapter Overview
- What Is Electronic Commerce?
- Interactivity
and E-Commerce
- The
Internet
- The
World Wide Web
- Accessing
the Internet
- E-Commerce and the Economy
- Business-to-Business
Online Marketing
- Online
Consumer Marketing
- Online
Marketing Is International Marketing
- Security
and Privacy Issues of E-Commerce
- Reciprocal Effects of Marketing and the Internet
- The
Internet’s Impact on Marketing
- Marketing’s
Impact on the Internet
- Who are the Online Buyers and Sellers?
- Online
Buyers
- Online
Sellers
- Interactive Online Marketing Channels
- Company
Web Sites
- Advertisements
on Other Web Sites
- Online
Communities
- Other
Interactive Marketing Links
- Creating an Effective Web Presence
- Building
an Effective Web Site
- Managing
a Web Site
- Measuring
Effectiveness of Online Marketing
- Strategic Implications of E-Commerce
- Achievement Check Summary
- Key
Terms
- Review
Questions
- Questions
for Critical Thinking
- ’net
Work
Back to top
- Chapter 5Succeeding
Using Relationship and Database Marketing
- Chapter Overview
- The Shift from Transaction-Based Marketing to Relationship
- Marketing
- What
is Relationship Marketing?
- Basic Foundations of Modern Buyer—Seller Relationships
- Promises
in Relationship Marketing
- The
Four Dimensions of Relationship Marketing
- The Relationship Marketing Continuum
- The
First Level of Relationship Marketing
- The
Second Level of Relationship Marketing
- The
Third Level of Relationship Marketing
- Buyer—Seller Relationships in Consumer Goods and Services
Markets
- The
Rewards of Retaining Customers
- Affinity
Programs
- Frequent
Buyer and Frequent User Programs
- Database
Marketing
- Buyer—Seller Relationships in Business-to-Business Markets
- Building
and Maintaining Business Partnerships
- Types
of Partnerships
- Co-Marketing
and Co-Branding
- Links Between Buyers and Sellers in Business-to-Business Markets
- The
Use of Databases
- Electronic
Data Interchange
- National
Account Selling
- Vendor-Managed
Inventory
- Managing
the Supply Chain
- Strategic
Alliances
- Managing Relationships for Superior Performance
- Assessing
the Costs and Benefits
- Structuring
Relationships: Strategic Implications
- Measurement
and Evaluation Techniques
- Achievement Check Summary
- Key
Terms
- Review
Questions
- Questions
for Critical Thinking
- ’net Work
Back to top
- Part 3 Marketing Planning, Information, and Segmentation
- Chapter 6Marketing
Planning and Forecasting
- Chapter Overview
- What is Marketing Planning
- Strategic
Planning versus Tactical Planning
- Planning at Different Organizational Levels
- Steps in the Marketing Planning Process
- Defining
the Organization’s Mission
- Determining
Organization Objectives
- Assessing
Organization Resources and Evaluating Environmental
-
- Risks and Opportunities
- Formulating a Marketing Strategy
- Strategic
Implications: Implementing a Strategy through
-
- Marketing Plans
- Tools for Marketing Planning
- Strategic
Business Units (SBUs)
- Market
Share/Market Growth Matrix
- Market
Attractiveness/Business Strength Matrix
- Spreadsheet
Analysis
- Sales Forecasting
- Qualitative
Forecasting Techniques
- Quantitative
Forecasting Techniques
- Steps
in Sales Forecasting
- Achievement Check Summary
- Key
Terms
- Review
Questions
- Questions
for Critical Thinking
- ’net Work
Appendix 6ADeveloping
a Marketing Plan
- Components of a Marketing Plan
- Creating
the Mission Statement and Determining Organizational
-
- Objectives
- Formulating
a Marketing Strategy
- Assignment
Back to top
- Chapter 7Marketing
Research and Decision-Support Systems
- Chapter Overview
- The Marketing Research Function
- Development
of the Marketing Research Function
- Who
Conducts Marketing Research?
- Strategic Implications of Marketing Research
- Marketing Research Activities
- Customer
Satisfaction Measurement Programs
- The Marketing Research Process
- Define
the Problem
- Conduct
Exploratory Research
- Formulate
a Hypothesis
- Create
a Research Design
- Collect
Data
- Interpreting
and Presenting Research Information
- Marketing Research Methods
- Secondary
Data Collection
- Sampling
Techniques
- Primary
Research Methods
- Conducting
International Marketing Research
- Computer Technology in Marketing Research
- The
Marketing Information System (MIS)
- The
Marketing Decision Support System (MDSS)
- Data
Mining
- Achievement Check Summary
- Key
Terms
- Review
Questions
- Questions
for Critical Thinking
- ’net Work
Back to top
- Chapter 8Market
Segmentation, Targeting, and Positioning
- Chapter Overview
- Types of Markets
- The Role of Market Segmentation
- Criteria
for Effective Segmentation
- Segmenting Consumer Markets
- Geographic
Segmentation
- Demographic
Segmentation
- Psychographic
Segmentation
- Product-Related
Segmentation
- The Market Segmentation Process
- Stage
I: Identify Market Segmentation Process
- Stage
II: Develop a Relevant Profile for Each Segment
- Stage
III: Forecast Market Potential
- Stage
IV: Forecast Probable Market Share
- Stage
V: Select Specific Market Segments
- Strategies for Reaching Target Markets
- Undifferentiated
Marketing
- Differentiated
Marketing
- Concentrated
Marketing
- Micromarketing
- Selecting
and Executing a Strategy
- Market
Segmentation: Strategic Implications
- Achievement
Check Summary
- Key
Terms
- Review
Questions
- Questions
for Critical Thinking
- ’net Work
Back to top
- Part 4 Customer Behavior
- Chapter 9Consumer
Behavior
Chapter
Overview
Interpersonal
Determinants of Consumer Behavior
- Cultural Influences
- Social Influences
- Family Influences
Personal
Determinants of Consumer Behavior
- Needs and Motives
- Perceptions
- Attitudes
- Learning
- Self-Concept Theory
The
Consumer Decision Process
- Problem or Opportunity Recognition
- Search
- Alternative Evaluation
- Purchase Decision and Purchase Act
- Postpurchase Evaluation
- Classifying Consumer Problem-Solving Processes
Consumer
Behavior: Strategic Implications
Achievement
Check Summary
- Key Terms
- Review Questions
- Questions for Critical Thinking
- ’net Work
Back to top
- Chapter 10Business-to-Business
Marketing
- Chapter Overview
- Nature of the Business Market
- Components
of the Business Market
- Differences
in Foreign Business Markets
- Segmenting Business-to-Business Markets
- Demographic
Segmentation
- Segmentation
by Customer Type
- Segmentation
by End-Use Application
- Segmentation
by Purchasing Situation
- Characteristics of the B2B Market
- Geographic
Market Concentration
- Sizes
and Numbers of Buyers
- The
Purchase Decision Process
- Buyer—Seller
Relationships
- Evaluating
International Business Markets
- Business Market Demand
- Derived
Demand
- Joint
Demand
- Volatile
Demand
- Inventory
Adjustments
- The Make, Buy or Lease Decision
- The
Rise of Outsourcing
- Problems
with Outsourcing
- The Business Buying Process
- Influences
on Purchase Decisions
- Model
of the Organizational Buying Process
- Classifying
Business Buying Situations
- Analysis
Tools
- The Buying Center Concept
- Buying
Center Roles
- Marketing
to Buying Centers: Strategic Implications
- International
Buying Centers
- Developing Effective Business-to-Business Marketing Strategies
- Challenges
of Government Markets
- Challenges
of Institutional Markets
- Challenges
of International Markets
- Strategies
for Marketing to Both Business Purchases and Final Users
- Achievement Check Summary
- Key
Terms
- Review
Questions
- Questions
for Critical Thinking
- ’net Work
Back to top
- Part 5 Product Strategy
- Chapter 11Product
Strategies for Goods and Services
- Chapter Overview
- What Is a Product?
- What Is a Service?
- The
Importance of the Service Sector
- Classifying Goods and Services for Consumer and Business Markets
- Types
of Consumer Products
- Convenience
Products
- Applying
the Consumer Products Classification System
- Types
of Business Products
- The Marketing Environment for Service Firms
- Economic
Environment for Services
- Social-Cultural
Environment for Services
- Political-Legal
Environment for Services
- Technological
Environment for Services
- Competitive
Environment for Services
- Development of Product Lines
- Desire
to Grow
- Optimal
Use of Company Resources
- Enhancing
the Company’s Position in the Market
- The Product Life Cycle
- Introductory
Stage
- Growth
Stage
- Maturity
Stage
- Decline
Stage
- Strategic Implications of the Product Life Cycle Concept
- Extending
the Product Life Cycle
- Product
Deletion Decisions
- The Product Mix
- Product
Mix Decisions
- Marketing Mix Strategies for Services
- Service
Strategy
- Pricing
Strategy for Services
- Distribution
Strategy for Services
- Promotional
Strategy for Services
- Achievement Check Summary
- Key
Terms
- Review
Questions
- Questions
for Critical Thinking
- ’net Work
Back to top
- Chapter 12Brand
Management and New-Product Planning
- Chapter Overview
- Managing Brands for Competitive Advantage
- Brand
Loyalty
- Types
of Brands
Strategic
Implications of Brand Equity
- The
Role of Brand Managers
- Product Identification
- Brand
Names and Brand Marks
- Trademarks
- Developing
Global Brand Names and Trademarks
- Packaging
- Assistance
in Marketing the Product
- Brand Extensions, Brand Licensing, and Co-Branding
- Brand
Licensing
- New-Product Planning
- Product
Development Strategies
- The
Consumer Adoption Process
- Adopter
Categories
- Organizing
for New-Product Development
- The New-Product Development Process
- Screening
- Business
Analysis
- Development
- Test
Marketing
- Commercialization
- Product Safety and Liability
- Achievement Check Summary
- Key
Terms
- Review
Questions
- Questions
for Critical Thinking
- ’net Work
Back to top
- Part 6 Distribution Strategy
- Chapter 13Marketing
Channels and Logistics Management
- Chapter
Overview
- Strategic Implications: The Role of Marketing Channels in Marketing
Strategy
- Types of Marketing Channels
- Direct
Selling
- Channels
Using Marketing Intermediaries
- Dual Distribution
- Reverse Channels
- Channel Strategy Decisions
- Selection
of a Marketing Channel
- Determining
Distribution Intensity
- Who
Should Perform Channel Functions?
- Channel Management and Leadership
- Channel
Conflict
- Achieving
Channel Cooperation
- Vertical Marketing Systems
- Corporate
Systems
- Administered
Systems
- Contractual
Systems
- The Role of Logistics in Distribution Strategy
- Logistical
Cost Control
- Physical Distribution
- The
Problem of Suboptimization
- Customer
Service Standards
- Transportation
- Warehousing
- Inventory
Control Systems
- Order
Processing
- Protective
Packaging and Materials Handling
- Achievement Check Summary
- Key
Terms
- Review
Questions
- Questions
for Critical Thinking
- ’net Work
Back to top
- Chapter 14Retailing,
Direct Marketing, and Wholesaling
- Chapter Overview
- Wholesaling Intermediaries
- Functions
of Wholesaling Intermediaries
- Types
of Wholesaling Intermediaries
- Retailer-Owned
Cooperatives and Buying Offices
- Retailing
- Evolution
of Retailing
- Wheel
of Retailing
- Strategic Implications: Retailing Strategy
- Picking
a Target Market
- Merchandising
Strategy
- Customer
Service Strategy
- Pricing
Strategy
- Location-Distribution
Strategy
- Promotional
Strategy
- Store
Atmospherics
- Types of Retailers
- Classification of Retailers by Form of Ownership
- Chain
Stores
- Independent
Retailers
- Scrambled Merchandising
- Classification by Shopping Effort
- Classification by Services Provided
- Classification by Product Lines
- Specialty
Stores
- General
Merchandise Retailers
- Direct Marketing and Other Non-Store Retailing
- Direct
Mail
- Direct
Selling
- Direct-Response
Retailing
- Telemarketing
- Internet
Retailing
- Automatic
Merchandising
- Achievement Check Summary
- Key
Terms
- Review
Questions
- Questions
for Critical Thinking
- ’net Work
Back to top
- Part 7 Promotional Strategy
- Chapter 15Integrated
Marketing Communications
- Chapter Overview
- Integrated Marketing Communications
- Importance
of Teamwork
- Role
of Databases in Effective IMC Programs
- The Communication Process
- Objectives of Promotion
- Provide
Information
- Increase
Demand
- Differentiate
the Product
- Accentuate
the Product’s Value
- Stabilize
Sales
- The Promotional Mix
- Personal
Selling
- Nonpersonal
Selling
- Sponsorships
- Sponsorship
Spending
- Growth
of Sponsorships
- How
Sponsorship Differs from Advertising
- Assessing
Sponsorship Results
- Using
Sponsorship in a Promotional Strategy
- Direct Marketing
- Direct
Marketing Communications Channels
- Direct
Mail
- Telemarketing
- Direct
Marketing via Broadcast Channels
- Electronic
Direct Marketing Channels
- Other
Direct Marketing Channels
- Developing an Optimal Promotional Mix
- Nature
of the Market
- Nature
of the Product
- Stage
in the Product Life Cycle
- Price
- Funds
Available for Promotion
- Pulling and Pushing Promotional Strategies
- Budgeting for Promotional Strategy
- Measuring the Effectiveness of Promotion
- Measuring
Online Promotions
- The Value of Marketing Communications
- Social
Importance
- Business
Importance
- Economic
Importance
- Strategic Implications
- Achievement Check Summary
- Key
Terms
- Review
Questions
- Questions
for Critical Thinking
- ’net Work
Back to top
- Chapter 16Advertising,
Sales Promotion, and Public Relations
- Chapter Overview
- Advertising
- Types
of Advertising
- Objectives
of Advertising
- Advertising Strategies
- Comparative
Advertising
- Celebrity
Testimonials
- Retail
Advertising
- Interactive
Advertising
- Creating an Advertisement
- Translating
Advertising Objectives into Advertising Plans
- Advertising
Messages
- Developing
and Preparing Ads
- Creating
Interactive Ads
- Media Selection
- Television
- Radio
- Newspapers
- Magazines
- Direct
Mail
- Outdoor
Advertising
- Interactive
Media
- Other
Advertising Media
- Media Scheduling
- Hypothetical
Media Schedule
- Organization of the Advertising Function
- Advertising
Agencies
- Sales Promotion
- Consumer-Oriented
Sales Promotions
- Trade-Oriented
Promotions
- Public Relations
- Marketing
and Nonmarketing Public Relations
- Publicity
- Cross Promotion
- Measuring Promotional Effectiveness
- Measuring
Advertising Effectiveness
- Measuring
Sales Promotion Effectiveness
- Measuring
Public Relations Effectiveness
- Evaluating
Interactive Media
- Ethics in Nonpersonal Selling
- Advertising
Ethics
- Ethics
in Sales Promotion and Public Relations
- Strategic Implications of Advertising and Sales Promotion
- Achievement Check Summary
- Key
Terms
- Review
Questions
- Questions
for Critical Thinking
- ’net Work
Back to top
- Chapter 17Personal
Selling and Sales Force Management
- Chapter Overview
- The Evolution of Personal Selling
- The Four Sales Channels
- Over-the-Counter
Selling
- Field
Selling
- Telemarketing
- Inside
Selling
- Integrating
the Various Selling Channels
- Recent Trends in Personal Selling
- Relationship
Selling
- Consultative
Selling
- Team
Selling
- Sales
Force Automation
- Sales Tasks
- Order
Processing
- Creative
Selling
- Missionary
Sales
- The Sales Process
- Prospecting
and Qualifying
- Approach
- Presentation
- Demonstration
- Handling
Objections
- Closing
- Follow-up
- Managing the Sales Effort
- Recruitment
and Selection
- Training
- Organization
- Supervision
- Motivation
- Compensation
- Evaluation
and Control
- Ethical Issues in Sales
- Ethical
Dilemmas
- Strategic Implications of Personal Selling
- Achievement Check Summary
- Key
Terms
- Review
Questions
- Questions
for Critical Thinking
- ’net Work
Back to top
- Part 8 Pricing Strategy
- Chapter 18Price
Determination
- Chapter Overview
- Legal Constraints on Pricing
- Robinson-Patman
Act
- Unfair-Trade
Laws
- Fair-trade
laws
- The Role of Price in the Marketing Mix
- Pricing Objectives
- Profitability
Objectives
- Volume
Objectives
- Meeting
Competition Objectives
- Prestige
Objectives
- Pricing
Objectives of Not-for-Profit Organizations
- Methods for Determining Prices
- Price Determination in Economic Theory
- Cost
and Revenue Curves
- The
Concept of Elasticity in Pricing Strategy
- Practical
Problems of Price Theory
- Price Determination in Practice
- Alternative
Pricing Procedures
- Breakeven
Analysis
- Toward Realistic Pricing
- The
Modified Breakeven Concept
- Yield
Management
- Global Issues in Price Determination
- Strategic Implications of Pricing in the 21st Century
- Achievement Check Summary
- Key
Terms
- Review
Questions
- Questions
for Critical Thinking
- ’net Work
Back to top
- Chapter 19Managing
the Pricing Function
- Chapter Overview
- Pricing Strategies
- Skimming
Pricing Strategy
- Penetration
Pricing Strategy
- Competitive
Pricing Strategy
- Price Quotations
- Reductions
from List Price
- Geographic
Considerations
- Pricing Policies
- Psychological
Pricing
- Pricing
Flexibility
- Product-Line
Pricing
- Promotional
Pricing
- Price—Quality
Relationships
- Competitive Bidding and Negotiated Prices
- Negotiating
Prices Online
- The Transfer Pricing Dilemma
- Global Considerations and Online Pricing
- Traditional
Global Pricing Strategies
- Characteristics
of Online Pricing
- Strategic Implications
- Achievement Check Summary
- Key
Terms
- Review
Questions
- Questions
for Critical Thinking
- ’net Work
Video Cases
Gateway Continuing Case
Careers in Marketing
Notes
Glossary
Solutions
Credits
Indexes
Copyright © 2003 South-Western. All Rights Reserved.
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