Marketing management: knowledge and skills ; text, analysis, cases, plans
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Homewood, Ill. u.a.
Irwin
1992
|
| Edition: | 3. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XVI, 943 S. Ill., graph. Darst., Kt. |
| ISBN: | 0256092257 |
Staff View
MARC
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| 245 | 1 | 0 | |a Marketing management |b knowledge and skills ; text, analysis, cases, plans |c J. Paul Peter ; James H. Donnelly |
| 250 | |a 3. ed. | ||
| 264 | 1 | |a Homewood, Ill. u.a. |b Irwin |c 1992 | |
| 300 | |a XVI, 943 S. |b Ill., graph. Darst., Kt. | ||
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| 650 | 4 | |a Marketing |x Management | |
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Record in the Search Index
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| adam_text | I CONTENTS
SECTION I
ESSENTIALS OF MARKETING MANAGEMENT 1
PART A Introduction 3
Chapter 1 Strategic Planning and the Marketing Management
Process 5
The Marketing Concept. What is Marketing? What is Strategic
Planning? Strategic Planning and Marketing Management. The
Strategic Planning Process. The Complete Strategic Plan. The
Marketing Management Process: Organizational Mission and
Objectives. Situation Analysis. Marketing Planning. Implementation
and Control of the Marketing Plan. Marketing Information Systems
and Marketing Research. The Relationship between the Strategic
Plan and the Marketing Plan. Conclusion. Appendix: Portfolio
Models.
PART B Marketing Information, Research, and
Understanding the Target Market 35
Chapter 2 Marketing Decision Support Systems and Marketing
Research 37
Marketing Decision Support Systems: The Marketing Information
Center. Marketing Decision Making. Marketing Research: The
Research Process. Problems in the Research Process. Conclusion.
x Contents
Chapter 3 Consumer Behavior 55
The Buying Process: Need Recognition. Alternative Search.
Alternative Evaluation. Purchase Decision. Postpurchase Feelings.
Group Influences on Consumer Behavior: Cultural and Subcultural
Influences. Social Class. Reference Groups. Product Class Influences.
Situational Influences. Conclusion. Appendix: Selected Consumer
Behavior Data Sources.
Chapter 4 Organizational Buyer Behavior 73
Product Influences on Organizational Buying. Structural Influences
on Organizational Buying: Joint Decision Making. Organization
Specific Factors. Behavioral Influences on Organizational Buying:
Personal Motivations. Role Perception. Stages in the Buying
Process: Problem Recognition. Assignment of Buying Authority.
Search Procedures. Choice Procedures. Conclusion.
Chapter 5 Market Segmentation 86
Delineate the Firm s Current Situation. Determine Consumer Needs
and Wants. Divide Markets on Relevant Dimensions: A Priori versus
Post Hoc Segmentation. Relevance of Segmentation Dimensions.
Bases for Segmentation. Develop Product Positioning. Decide
Segmentation Strategy. Design Marketing Mix Strategy. Conclusion.
PART C The Marketing Mix 105
Chapter 6 Product Strategy 107
Basic Issues in Product Management: Product Definition. Product
Classification. Product Mix and Product Line. Packaging and
Branding. Product Life Cycle. The Product Audit: Deletions. Product
Improvement. Organizing for Product Management. Conclusion.
Chapter 7 New Product Planning and Development 125
New Product Policy. New Product Planning and Development
Process: Idea Generation. Idea Screening. Project Planning. Product
Development. Test Marketing. Commercialization. The Importance
of Time. Causes of New Product Failure: Need for Research.
Conclusion.
Chapter 8 Promotion Strategy: Advertising and Sales
Promotion 140
The Promotion Mix. Advertising: Planning and Strategy: Objectives
of Advertising. Specific Tasks of Advertising. Advertising Decisions:
Contents xi
The Expenditure Question. The Allocation Question. Sales
Promotion: Push versus Pull Marketing. Trade Sales Promotions.
Consumer Promotions. What Sales Promotion Can and Can t Do.
Conclusion. Appendix: Major Federal Agencies Involved in Control
of Advertising.
Chapter 9 Promotion Strategy: Personal Selling 162
Improtance of Personal Selling. The Sales Process: Selling
Fundamentals. Managing the Sales Process: The Sales Management
Task. Controlling the Sales Force. Conclusion.
Chapter 10 Distribution Strategy 181
The Need for Marketing Intermediaries. Classification of Marketing
Intermediaries and Functions. Channels of Distribution. Selecting
Channels of Distribution: General Considerations. Specific
Considerations. Managing a Channel of Distribution: A Channel
Leader. Conclusion.
Chapter 11 Pricing Strategy 196
Demand Influences on Pricing Decisions. Supply Influences on
Pricing Decisions: Pricing Objectives. Cost Considerations in
Pricing. Product Consideration in Pricing. Environmental Influences
on Pricing Decisions: Competition. Government Regulations. A
General Pricing Decision Model. Conclusion.
PART D Marketing in Special Fields 209
Chapter 12 The Marketing of Services 211
Important Characteristics of Services: Intangibility. Inseparability.
Perishability and Fluctuating Demand. Highly Differentiated
Marketing Systems. Client Relationship. Service Quality. The
Importance of Internal Marketing. Overcoming the Obstacles in
Service Marketing: Limited View of Marketing. Limited
Competition. Noncreative Management. No Obsolescence. A Lack of
Innovation in the Distribution of Services. The Service Challenge:
Implications for Service Marketers. Conclusion.
Chapter 13 International Marketing 231
Organizing for International Marketing: Problem Conditions:
External. Problem Conditions: Internal. The Multidomestic versus
the Global Approach. Industry Conditions Dictating a Global
Perspective. Internal Factors that Facilitate a Global Strategy.
xii Contents
Programming for International Marketing: International Marketing
Research. Product Planning for International Markets. International
Distribution Systems. Pricing for International Marketing.
International Advertising and Sales Promotion. Strategies for
International Marketing. Strategy One: Same Product, Same
Message Worldwide. Strategy Two: Same Product, Different
Communications. Strategy Three: Different Product, Same
Communications. Strategy Four: Different Product, Different
Communications. Strategy Five: Product Invention. Conclusion.
PART E Marketing Response to a Changing Society 255
Chapter 14 Marketing Management: Social and Ethical
Dimensions 257
The Rights of Marketers and Consumers. Legal Influences. Political
Influences. Competitive Influences. Ethical Influences. Conclusion.
SECTION 2
ANALYZING MARKETING PROBLEMS AND
CASES 271
SECTION 3
FINANCIAL ANALYSIS FOR MARKETING DECISION
MAKING 289
SECTION 4
MARKETING MANAGEMENT CASES 303
CASE GROUP A
MARKET OPPORTUNITY ANALYSIS 305
1. Timex Corp. 305
J. Paul Peter, University of Wisconsin Madison
2. Bally Manufacturing, Inc. 308
Lawrence F. Cunningham, University of Colorado at Denver
Richard R. Brand, Florida State University
Susan M. Keaveney, University of Colorado at Denver
3. Wyler s Unsweetened Soft Drink Mixes 317
Don E. Schultz and Mark Traxler, Northwestern University
Contents xiii
4. McDonald s Corporation 325
Henry C. K. Chan, University of West Florida
5. Prange Meats 336
Lawrence M. Lamont and Marc L. Gordon, Washington and Lee
University
6. TenderCare Disposable Diapers 354
James E. Nelson, University of Colorado
CASE GROUP B
PRODUCT STRATEGY 365
7. The Seven Up Company 365
J. Paul Peter, University of Wisconsin Madison
8. Quality Circuits 368
Herbert E. Brown, Paula M. Saunders, and Caroline Rice,
Wright State University
9. Mead Products: The Trapper Keeper 381
Peter S. Carusone, Wright State University
10. MidAmerica BancSystem, Inc. 396
James E. Nelson, University of Colorado
11. The Gillette Company 406
Charles M. Kummel and Jay E. Klompmaker, University of
North Carolina
12. Apple Computers: The First Ten Years 429
C. C. Swanger, Stanford University
M. A. Maidique, Florida International University
CASE GROUP C
PROMOTION STRATEGY 472
13. General Foods Ml
Jerry C. Olson, Penn State University
14. Outdoor Sporting Products, Inc. 475
Zarrel V. Lambert, Auburn University; and Fred W. Kniffen,
University of Connecticut
15. Hanover Bates Chemical Corporation 483
Robert E. Witt, University of Texas Austin
xiv Contents
16. Wind Technology 490
Ken Manning, University of South Carolina
Jakki Mohr, University of Colorado
17. Chili s Restaurant 498
Sexton Adams, University of North Texas
Adelaide Griffin, Texas Women s University
18. S. C. Johnson—The Agree Line 516
Stephen B. Ash and Sandra Safran, University of Western
Ontario
CASE GROUP D
DISTRIBUTION STRATEGY 540
19. Tupperware 540
J. Paul Peter, University of Wisconsin Madison
20. Cub Foods 542
J. Paul Peter, University of Wisconsin Madison
21. Thompson Respiration Products, Inc. 544
James E. Nelson and William R. Woolridge, University of
Colorado
22. Lands End 588
Peter G. Goulet and Lynda L. Goulet, University of Northern
Iowa
CASE GROUP E
PRICING STRATEGY 572
23. Delta Airlines 572
Margaret L. Friedman, University of Wisconsin Whitewater
24. Young Attitudes—Pricing a New Product Line 576
Jon M. Hawes, University of Akron
25. SnowGo 579
Nabil Hassan, Herbert E. Brown, and Paula M. Saunders,
Wright State University
26. S. C. Johnson and Son, Limited (R) 585
Carolyn Vose, University of Western Ontario
27. Island Shores 603
Cynthia J. Frey, Boston College
Contents xv
CASE GROUP F
SELECTED ISSUES IN MARKETING
MANAGEMENT 619
28. Tylenol 619
Margaret L. Friedman, University of Wisconsin Whitewater
29. Denver Art Museum 623
Patricia Stocker, University of Maryland
30. E. J. Gallo Winery 629
A. J. Strickland III and Daniel C. Thurman, The University of
Alabama
31. Levi s— Worldwide Strategy or Local Campaign? 641
Philip R. Cateora, University of Colorado
32. Lime Kiln Arts, Inc. 645
Lawrence M. Lamont, Ashley F. Hayes, Lizabeth Ashley
Hoopes, and Brian S. Tanis, Washington and Lee University
33. Rogers, Nagel, Lang hart(RNL PC), Architects and Planners 671
H. Michael Hayes, University of Colorado Denver
SECTION 5
STRATEGIC MARKETING CASES 689
1. Maytag Company 691
Lester Neidell, University of Tulsa
2. TSR Hobbies, Inc.— Dungeons and Dragons 694
Margaret L. Friedman, University of Wisconsin Whitewater
3. Caterpillar Tractor Company 702
Donald W. Eckrich, Ithaca College
4. Hershey Foods 715
Richard T. Hise, Texas A M University
5. Nike, Inc. 743
Robert C. Wirthlin and Anthony P. Schlichte, Butler University
6. The American Express Company 754
James R. Lang, Virginia Polytechnic Institute and State
University
7. Coke Tries to Counter the Pepsi Challenge 778
Dhruv Grewal, Virginia Polytechnic Institute and State
University
xvi Contents
8. Campbell Soup Company 802
Arthur A. Thompson and Sharon Henson, University of
Alabama
9. The Kellogg Company and the Ready to Eat Cereal Industry 827
Joseph A. Schenk, Dan S. Prickett, and Stanley J. Stough, The
University of Dayton
10. Mary Kay Cosmetics, Inc. 857
Arthur A. Thompson, Jr., and Robin Romblad, University of
Alabama
SECTION 6
DEVELOPING MARKETING PLANS 905
SECTION 7
SECONDARY DATA SOURCES 921
INDEXES
Case Index 933
Name Index 934
Subject Index 939
|
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| spelling | Peter, Jerome Paul Verfasser (DE-588)12139591X aut Marketing management knowledge and skills ; text, analysis, cases, plans J. Paul Peter ; James H. Donnelly 3. ed. Homewood, Ill. u.a. Irwin 1992 XVI, 943 S. Ill., graph. Darst., Kt. txt rdacontent n rdamedia nc rdacarrier Marketing gtt Marketing Management Marketing Management Case studies Marketingmanagement (DE-588)4168907-0 gnd rswk-swf (DE-588)4522595-3 Fallstudiensammlung gnd-content Marketingmanagement (DE-588)4168907-0 s DE-604 Donnelly, James H. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005827270&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Peter, Jerome Paul Donnelly, James H. Marketing management knowledge and skills ; text, analysis, cases, plans Marketing gtt Marketing Management Marketing Management Case studies Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4168907-0 (DE-588)4522595-3 |
| title | Marketing management knowledge and skills ; text, analysis, cases, plans |
| title_auth | Marketing management knowledge and skills ; text, analysis, cases, plans |
| title_exact_search | Marketing management knowledge and skills ; text, analysis, cases, plans |
| title_full | Marketing management knowledge and skills ; text, analysis, cases, plans J. Paul Peter ; James H. Donnelly |
| title_fullStr | Marketing management knowledge and skills ; text, analysis, cases, plans J. Paul Peter ; James H. Donnelly |
| title_full_unstemmed | Marketing management knowledge and skills ; text, analysis, cases, plans J. Paul Peter ; James H. Donnelly |
| title_short | Marketing management |
| title_sort | marketing management knowledge and skills text analysis cases plans |
| title_sub | knowledge and skills ; text, analysis, cases, plans |
| topic | Marketing gtt Marketing Management Marketing Management Case studies Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Marketing Marketing Management Marketing Management Case studies Marketingmanagement Fallstudiensammlung |
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