Applied marketing:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Upper Saddle River, N.J.
Prentice Hall
1996
|
| Ausgabe: | 1. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Getr. Zählung Ill. |
| ISBN: | 0133683826 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV010896059 | ||
| 003 | DE-604 | ||
| 005 | 00000000000000.0 | ||
| 007 | t | ||
| 008 | 960812s1996 xxua||| |||| 00||| eng d | ||
| 020 | |a 0133683826 |9 0-13-368382-6 | ||
| 035 | |a (OCoLC)31970872 | ||
| 035 | |a (DE-599)BVBBV010896059 | ||
| 040 | |a DE-604 |b ger |e rakddb | ||
| 041 | 0 | |a eng | |
| 044 | |a xxu |c XD-US | ||
| 049 | |a DE-703 |a DE-92 |a DE-521 | ||
| 050 | 0 | |a HF5415.W54894 1996 | |
| 082 | 0 | |a 658.8 20 | |
| 082 | 0 | |a 658.8 |2 20 | |
| 084 | |a QP 600 |0 (DE-625)141905: |2 rvk | ||
| 100 | 1 | |a Wisner, Bern |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Applied marketing |c Bern Wisner |
| 250 | |a 1. ed. | ||
| 264 | 1 | |a Upper Saddle River, N.J. |b Prentice Hall |c 1996 | |
| 300 | |a Getr. Zählung |b Ill. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 4 | |a Marketing | |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Marketing |0 (DE-588)4037589-4 |D s |
| 689 | 0 | |5 DE-604 | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007287009&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-007287009 | ||
Datensatz im Suchindex
| _version_ | 1804125386595893248 |
|---|---|
| adam_text | ¦ ¦¦¦¦¦
PREFACE xiii
Chapter I
MARKETING, THE MARKETING CON¬
CEPT, AND THE MARKETING MIX I
What Is Marketing? 2
Marketing Defined, 2 ¦ The Exchange
Process, 3
How Does Marketing Affect Our Lives? 4
How Are Needs Satisfied? 6
Utility, 6
How Has Marketing Evolved? 9
The Production Age, 9 ¦ The Selling
Age, 10 ¦ The Marketing Age, 10
What Is the Marketing Concept? 11
Marketing Concept Defined, 11
What Is the Marketing Mix? 15
Marketing Mix Defined, 15
What Are the Functions of Marketing? 18
Buying and Selling, 19 ¦ Transportation
and Storage, 19 ¦ Standardization and
Grading, 19 ¦ Credit, 20 ¦ Com¬
munication, 21 ¦ Marketing Research
and Management, 21
Contents
¦ ¦¦¦¦¦¦
Who Carries Out These Marketing
Functions? 21
Marketing Departments, 22 ¦ Outside
Firms, 22
making decisions l l: It Takes a Licking and
Keeps on Ticking . . . Er, Glowing. (Timex), 26
MAKING DECISIONS 1 2: Where the Boys Are.
(Mattel), 26
MAKING DECISIONS 1 3: B D Courts the DIY.
(Black Decker), 27
Chapter 2
MANAGING THE MARKETING
ENVIRONMENTS AND SOCIETY 29
What Are the Marketing Environments? 30
Economic Environment, 31 ¦
Demographics, 31 ¦ Cultural Environ¬
ment, 37 ¦ Political/Legal Environment,
41 ¦ Technological Environment,
44 ¦ Competitive Environment, 47
How Is Marketing Managed? 48
Positioning, 48
What Social and Ethical Demands Face
Marketers? 50
Consumerism, 50 ¦ Environmentalism,
52 ¦ Green Marketing, 53 ¦
Recycling, 55 ¦ Cause Marketing, 55
CONTENTS fllil
MAKING decisions 2 1: Belly Up to the Bar.
(Lever Bros.), 59
making decisions 2 2: Pretty Women, 59
making decisions 2 3: An Ecological Lunch?
(Rubbermaid), 60
Chapter 3
MARKETING PLANNING 61
What Is Marketing Planning? 62
Strategic Planning, 62 ¦ Tactical
Planning, 63
What Are Some Characteristics of
Marketing Planning? 64
Research, 64 ¦ Flexibility, 64 ¦
Reaction to Market Changes, 65 ¦ In
house Cooperation, 65 ¦ What Are the
Steps of a Marketing Plan? 66 ¦
Situation Analysis, 66 ¦ Mission
Statement, 67 ¦ Goals and Objectives,
68 ¦ Tactical Plan, 69
What Affects the Performance of Marketing
Plans? 70
Strategic Windows, 71 ¦ SWOT
Analysis, 71
How Do Marketers Plan for Growth? 74
Market Penetration Strategy, 75 ¦ New
Market Strategy, 75 ¦ New Product Strat¬
egy, 75 ¦ Diversification Strategy, 76
How Do Image and Positioning Impact
Plans? 78
Corporate Positioning, 78 ¦ Upscale vs.
Utilitarian Images, 80 ¦ Masculine vs.
Feminine Images, 81 ¦ Target Markets,
81
How Does Management Style Impact
Performance? 83
Intrapreneurship, 83
How Do Marketers Forecast? 84
Trend Analysis, 84 ¦ Sales Force Com¬
posite, 84 ¦ Jury of Executive Opinion,
85 ¦ The Delphi Technique, 85
^^M CONTENTS
How Do Marketing Departments Organize?
86
By Function, 86 ¦ By Geography, 86
¦ By Customers or Markets, 86 ¦ By
Product, 87
making decisions 3 1: You Have No Option.
(Clairol), 89
making decisions 3 2: The Perfect Atmosphere.
(Norm Automation), 89
making DECISIONS 3 3: Put on a Happy Face.
(Scott s Liquid Gold), 90
Marketing In Practice: Development of the
Marketing Plan, 91
Chapter 4
INFORMATION SYSTEMS AND
MARKETING RESEARCH 95
How Do Marketers Use Information? 96
Identify Markets, 96 ¦ Product
Development and Modification, 97 ¦
Marketing Mix Decisions, 98
What Is a Marketing Information System? 98
Marketing Information System Defined, 99
What Types of Information Does Marketing
Research Provide? 100
Economic Data, 101 ¦ Product Data,
102 ¦ Market Data, 102 ¦ Evalua¬
tion of Promotion, 102 ¦ Corporate
Image Data, 103
What Types of Data Are Available? 104
Secondary Data, 104 ¦ Primary Data,
104
What Is the Marketing Research Process?
105
Define the Problems and Set the Objectives,
105 ¦ Identify the Sources of
Information, 105 ¦ Select the Data
Collection Methods, 105 ¦ Collect Data,
106 ¦ Analyze and Report Data, 106
How Are Sources Identified? 107
Population, 107 ¦ Sample, 107
How Is Data Collected? 109
Observation, 110 ¦ Experimentation,
111 ¦ Survey, 111
How Are Surveys Conducted? 112
Telephone, 112 ¦ Mail, 112 ¦
Person to Person, 113 ¦ Focus Group,
113 ¦ Electronic Devices, 114 ¦
People Meter, 114
What Types of Errors Occur in the Survey
Process? 115
Nonresponse Error, 115 ¦ Sampling
Error, 115 ¦ Measurement Error, 116
How Is Marketing Information Managed? 116
Ethical Considerations, 116 ¦ Global
Research, 118
making decisions 4 1: To Market, to Market,
to Buy a ... .(Warwick Baker Fiore), 120
making decisions 4 2: That s Amore!
(BBDO), 120
MAKING DECISIONS 4 3: One Size Fits All.
(AT T et al.), 121
Chapter 5
MARKETS AND MARKET
SEGMENTATION 123
What Are the Markets for Consumer
Products? 124
Consumer Products Markets Defined, 124
What Is Needed for Successful Market
Segmentation? 126
Success Factors, 126
How Are Consumer Markets Segmented? 128
Geographic Segmentation, 128 ¦ Demo¬
graphic Segmentation, 129 ¦ Psycho
graphic Segmentation, 136 ¦ Multiple
Segmentation, 137 ¦ Usage Pattern, 138
What Are Business Products Markets? 138
Business Markets Defined, 138 ¦ Manu¬
facturers and Service Industries, 138 ¦
Marketing Intermediaries, 139 ¦ Institu¬
tions and Government, 140
How Are Business Markets Segmented? 140
Geographically, 141 ¦ By Type of
Business, 141 ¦ By Market Size, 143
How Does Segmentation Strategy Impact
Management of Business Markets? 145
Global Considerations, 146
making decisions 5 1: You Old Softie, You!
(Samsonite), 148
MAKING DECISIONS 5 2: Not Just for Kids.
(Levi Strauss et al.), 149
MAKING DECISIONS 5 3: Playing It Safe.
(Procter Gamble), 149
Chapter 6
CONSUMER PRODUCTS AND BUYING
BEHAVIOR 151
What Are Consumer Products? 152
Consumer Goods Defined, 152 ¦ Con¬
sumer Services Defined, 153 ¦ Differ¬
ences Between Goods and Services, 154
How Are Consumer Goods Categorized? 156
Convenience Goods, 156 ¦ Shopping
Goods, 157 ¦ Specialty Goods, 157 ¦
Consumers Determine Ultimate Category, 158
How Are Consumer Services Classified? 158
Equipment Based, 158 ¦ People Based,
159 ¦ At the Seller s or Buyer s Place,
159
How Do Consumers Decide What to Buy?
160
The Consumer Buying Decision Process, 161
What Influences the Consumer Buying
Decision? 163
Maslow s Hierarchy of Needs, 163 ¦
Perception, 165 ¦ Personal Influences,
165 ¦ Social Factors, 167
How Does Consumer Behavior Influence
Marketing Management? 172
Product Attributes vs. Buyer Needs, 173 ¦
Repositioning, 173 ¦ Global Consider¬
ations, 174
CONTENTS ^9
making DECISIONS 6 1: Here Kitty, Kitty.
(Edward Lowe Industries), 177
making DECISIONS 6 2: Answer the Phone!
(the Baby Bells), 178
making DECISIONS 6 3: When Your Ship Comes
in ... Docker. (Levi Strauss Co.), 178
Chapter 7
BUSINESS PRODUCTS AND BUYING
BEHAVIOR 181
What Are Business Products? 182
Business Goods, 182 ¦ Business
Services, 183
How Are Business Goods Categorized? 184
Production Goods, 184 ¦ Trade Goods,
186 ¦ Accessory Equipment, 186 ¦
Operating Supplies, 188
How Does Business Buying Differ From
Consumer Buying? 188
Derived Demand, 189 ¦ Professional
Buyers, 189 ¦ Multiple Buying
Influence, 189 ¦ Negotiated Terms of
Sale and Customer Specifications, 191 ¦
Sampling, 191 ¦ Leasing, 191 ¦
Interpersonal Relationships, 192 ¦
Reciprocity, 193
What Characterizes Business Buying
Behavior? 193
More Rational and Formal, 194 ¦
Delayed Decision, Make or Buy Choice,
195 ¦ Reliability, 195 ¦
Technical Assistance, 196
What Is the Business Purchasing Decision
Process? 196
Determine Needs, 196 ¦ Evaluate
Alternatives, 198 ¦ Select Suppliers,
198 ¦ Postpurchase Evaluation, 200
What Is Nonbusiness Marketing? 200
Nonbusiness Marketing Defined, 200 ¦
Ideas and Causes, 200 ¦ Nonprofit
Organizations, 202 ¦ Trade
Associations, 202
^^M CONTENTS
How Does Business Buying Behavior Impact
Marketing Management? 203
Quality and Reliability, 203 ¦ Pricing and
Distribution, 204 ¦ Promotion, 204
making decisions 7 1: A Paper Tiger.
(Crane Co.), 208
making decisions 7 2: Killer Worms. (BioSys),
208
making decisions 7 3: Down by the 01 Mill. . . .
(Milacron), 209
Chapter 8
PRODUCT BRANDING, PACKAGING
AND WARRANTIES 211
What Is a Product? 212
A Bundle of Values, 212 ¦ Physical
Attributes, 213 ¦ Associate Attributes,
214
What Is a Brand? 215
An Identifier, 215 ¦ Brand Names,
216 ¦ Housemark, 217 ¦ Logos and
Symbols, 217 ¦ Mottoes and Slogans,
217
How Are Brands Protected? 218
Trademarks, 218
How Are Brands Classified? 218
Manufacturers Brand, 219 ¦ Dealer
Brand, 219 ¦ Family Brands, 220 ¦
Corporate Brands, 221
What Are the Objectives of Branding? 221
Maintain Product Loyalty, 222 ¦ Identify
Value and Quality, 222 ¦ Product
Comparison, 223
What Makes a Good Brand? 224
Fits the Image, 224 ¦ Distinctive,
224 ¦ Easy to Communicate, 226 ¦
Relates to Product or Benefit, 226
What Are Branding Strategies? 226
Brand Extension, 226 ¦ Flanker
Branding, 228 ¦ Computer Assisted
Branding, 228
What Are the Functions of a Package? 229
Contain, 229 ¦ Protect, 229 ¦
Promote, 230 ¦ Offer Convenience,
232 ¦ Provide Safety, 232
What Features of Packages Benefit
Consumers? 233
Economy and Reusability, 234 ¦
Disposability, 234
What Is a Warranty? 234
Warranty Defined, 235 ¦ Implied vs.
Expressed Warranty, 235 ¦ Full vs.
Limited Warranty, 236 ¦ Pro Rata
Warranty, 237
MAKING DECISIONS 8 1: On a Roll.
(Rollerblade), 239
making decisions 8 2: Here Piggy, Piggy!
(New Pig Corp.), 239
making decisions 8 3: The Unjunk.
(Terra Chips), 240
Chapter 9
PRODUCT LIFE CYCLE, PRODUCT MIX
AND NEW PRODUCT
DEVELOPMENT 241
What Is the Product Life Cycle? 242
Product Life Cycle Defined, 242 ¦
Introductory Stage, 243 ¦ Growth
Stage, 243 ¦ Declining Stage, 244 ¦
Fads and Fashions, 245
What Is the Product Mix? 246
Product Mix Defined, 246 ¦ Product
Line, 247 ¦ Width of the Mix, 248 ¦
Depth of the Line, 248
How Are New Products Developed? 249
Acquisition, 249 ¦ New Product
Development Process, 250
Why Do Some Products Fail? 255
Not Distinctive, 255 ¦ Ineffective Test
Marketing, 255 ¦ Poor Timing, 256 ¦
Competition, 256 ¦ Poor Branding,
257 ¦ Poor Quality, 258
What Leads to New Product Success? 258
Fitting Market Needs, 259 ¦ Favorable
Demographics, 259 ¦ Advanced
Technology, 260
Who Decides New Product Success
or Failure? 260
Diffusion Process, 261 ¦ Consumer
Adoption Process, 262
How Are Products Managed? 262
Products and Ethics, 262 ¦ Product
Quality, 262 ¦ Product Safety, 263 ¦
Product Liability, 263 ¦ Customer Ser¬
vice, 264 ¦ Global Considerations, 264
making decisions 9 1: Gentlemen Prefer
Sara Lee. (Sara Lee), 266
MAKING DECISIONS 9 2: Just Nuke It!
(Del Monte), 267
MAKING DECISIONS 9 3: Hello . . . Ah, Er, I Mean
Like, HI. (Neon), 267
Chapter 10
PRICING CONCEPTS 269
What Is Price? 270
Perceived Value, 270 ¦ A Measure
of Quality, 271
How Do Customers Affect Price? 272
The Effect of Market Demand, 272 ¦
The Effect of Income Level/Financial
Status, 274 ¦ The Effect of Brand
Loyalty, 274
How Does the Product Affect Price? 274
Costs, 275 ¦ Positioning, 277 ¦
Product Life Cycle, 278 ¦ Product Mix,
279
How Does Competition Impact Price? 279
Pure Competition, 279 ¦ Monopoly,
280 ¦ Oligopoly, 281 ¦ Differentiated
Competition, 281
How Do Intermediaries Influence Prices? 283
Margins and Incentives, 283
CONTENTS ^^fl
What Role Does Government Play In Setting
Prices? 283
Management of the Economy, 285 ¦
Pricing Restrictions, 285
What Are the Pricing Objectives
of Marketers? 287
Profit, 287 ¦ Return on Investment,
289 ¦ Share of Market, 290 ¦
Survival and Meeting Competition, 290
How Is Pricing Managed? 291
Estimating Demand, 291 ¦ Estimating
Competitive Threats, 292 ¦ Pricing
Ethically, 292 ¦ Controlling Costs, 293
¦ In Services, 295 ¦ In Global
Markets, 295
making DECISIONS 10 1: The Sweet Smell
of Luxury (Lalique, Hermes, Moet Hennessey
et al.)
making decisions 10 2: Targeting the Midscale
Thigh. (St. Ives), 297
making DECISIONS 10 3: Cleaning Behind the Ears.
(Dial), 298
Chapter I I
PRICING METHODS 301
How Do Marketers Set Prices? 302
Market Level, 302 ¦ Single Price Policy,
303 ¦ Flexible Price Policy, 304
How Are Consumer Products Priced? 304
Customary/Traditional Pricing, 304 ¦
Prestige Pricing, 305
What Pricing Methods Do Retailers Use? 306
Standard Markup, 306 ¦ Cost Pius
Pricing, 307 ¦ Price Lining, 307 ¦
Unit Pricing, 308 ¦ Loss Leader Pricing
vs. Bait and Switch Pricing, 308 ¦
Psychological Pricing, 309
How Are Business Goods Priced? 310
Base/List Price, 310 ¦ Cash Discount,
310 ¦ Quantity Discount, 311 ¦
Trade Discount, 312 ¦ Promotional
Allowances, 312
^^U CONTENTS
How Are New Products Priced? 313
Skimming, 314 ¦ Penetration, 314
How Does the Cost of Freight Affect Prices?
316
Free On Board, 317 ¦ FOB Shipping
Point (Point of Origin), 317 ¦ FOB
Destination (Delivered), 317 ¦ FOB
Shipping Point, Freight Allowed, 318 ¦
Regional (Zone) Pricing, 318
What Affects the Management
of Pricing Policy? 319
Product Quality, 319 ¦ Distribution,
319 ¦ Promotion, 320 ¦ Ethics, 321
making DECISIONS li i: A Winning Smile.
(SmithKline), 324
making DECISIONS ll 2: The Moving Finger Writes,
and Having Writ.... (Apple Computer), 325
making decisions 11 3: En Garde! (superplastic
steel), 325
Marketing in Practice: Accounting for
Marketing Decisions, 327
What Does Accounting Have to Do with
Marketing? 327 ¦ How Do Marketers
Use Income Statements? 328 ¦ How Is
Standard Markup/down Calculated? 330
Chapter 12
DISTRIBUTION SYSTEMS 333
What Are the Functions of Distribution? 334
Reduce Transactions, 334 ¦ Break Bulk,
335 ¦ Provide an Assortment, 335 ¦
Storage and Transportation, 336 ¦
Promotion, 336 ¦ Marketing Research
and Special Services, 337
What Are Channels of Distribution? 338
Channels Defined, 339 ¦ Trade Goods
Channels, 339 ¦ Production Goods
Channels, 341 ¦ Services Channels, 342
What Affects the Size and Shape of
Channels? 343
Tradition, 343 ¦ Product Characteristics,
344 ¦ Market Characteristics, 347 ¦
Producer Characteristics, 347
How Deep or Wide Should the Distribution
System Be? 349
Intensive Distribution, 349 ¦ Selective
Distribution, 349 ¦ Exclusive
Distribution, 350
How Do Marketers Control Inventories? 350
In Trade Goods Channels, 350 ¦ In
Production Goods Channels, 351
Who Carries the Freight in Distribution
Systems? 352
Modes of Transportation, 352
How Are Freight Carriers Categorized? 355
Private Carrier, 356 ¦ Common
Carrier, 356 ¦ Contract Carrier, 356
¦ Freight Forwarders and Express
Companies, 357
Who Provides Merchandise Storage? 358
Distribution Centers, 358 ¦ Public
Warehouses, 359
How Are Channels of Distribution
Managed? 359
Ethics, 359 ¦ Channel Conflict, 360
¦ Integrated Distribution Systems, 360
¦ Of Services, 362 ¦ In Global
Markets, 362
making decisions 12 1: Takin a Coke Break.
(Coca Cola)
MAKING decisions 12 2: Beep, Beep!
(Werner Enterprises)
making decisions 12 3: Reebok on the Run.
(Reebok)
Chapter 13
WHOLESALING 369
What Is Wholesaling? 370
Wholesaling Defined, 370
What Benefits Do Wholesalers Provide? 371
Choice, 371 ¦ Cost Savings, 372 ¦
Financial Assistance, 373 ¦ Special
Services, 373
How Are Wholesalers Categorized? 374
Merchant Wholesalers, 374 ¦ Agents
and Brokers, 379
What Influences the Management
of Wholesaling? 382
Trends in Wholesaling, 383 ¦ Value
Added Service and Dealer Brands, 383 ¦
Manufacturer Needs, 385 ¦ Wholesaler
Needs, 387 ¦ Ethics, 388 ¦ Tech¬
nological Change, 388
MAKING DECISIONS 13 1: Food Fight! (Sysco), 39
making decisions 13 2: Through Rose Colored
Glasses. (Luxoticca), 392
making decisions 13 3: SuperValu Is Super!
(SuperValu), 393
Chapter 14
RETAILING 395
What Is Retailing? 396
Retailers Defined, 396
How Are Retailers Classified? 397
By Service Provided, 398 ¦ By Owner¬
ship, 399 ¦ By Type of Operation, 402
¦ Consumer Services Providers, 411
What Are Nonstore Retailers? 413
Direct Marketing, 413 ¦ In Person,
At Home Selling, 415 ¦ Vending
Machines, 415
Where Do Retailers Locate? 416
Central Business District, 416 ¦ Planned
Shopping Centers, 417
What Affects the Management of Retailing?
420
Ethics, 420 ¦ Technology Advances,
422
MAKING DECISIONS 14 1: A Computer for m Lady?
(Tandy Corp., The Edge in Electronics), 425
MAKING DECISIONS 14 2: Join the Club.
(Costco/Price Club, et al), 425
making decisions 14 3: You Ain t Seen Nothin
Yet. (Mall of America), 426
CONTENTS ^^M
Chapter 15
PROMOTION CONCEPTS 429
What Is the Role of Promotion? 430
To Inform, 430 ¦ To Remind, 431 ¦
To Persuade, 431
What Is the Communications Process? 432
Sender Encodes/Transmits Message,
432 ¦ Receiver Decodes/Interprets Mes¬
sage, 432 ¦ Receiver Sends Feedback
to Sender, 433
What Is the Promotional Mix? 434
Advertising, 434 ¦ Publicity, 434 ¦
Sales Promotion, 435 ¦ Personal
Selling, 435
What Factors Affect the Use of the
Promotional Mix? 436
Products, 436 ¦ Price, 439 ¦ Distri¬
bution, 440 ¦ Market Characteristics,
440 ¦ Marketer Characteristics, 442
How Do Marketers Budget for Promotion?
442
Percentage of Sales, 442 ¦ Competitive
Equality, 443 ¦ Return on Investment,
443 ¦ Objective and Task, 443
How Is Promotion Managed? 444
Production Goods and Services, 444 ¦
Trade Goods, 444 ¦ Push Strategy,
445 ¦ Pull Strategy, 446 ¦ Combina¬
tion Strategy, 447 ¦ Ethics, 447 ¦
Promotional Clutter, 450 ¦ AIDA,
451 ¦ In Global Markets, 452
MAKING DECISIONS 15 1: Still Going.
(Energizer batteries)
making decisions 15 2: The Pen Is Mightier. . . .
(Gillette)
making decisions 15 3: Take It Off! (Jovan)
Chapter 16
ADVERTISING, PUBLICITY AND SALES
PROMOTION 459
^9 CONTENTS
How Is Advertising Classified? 460
Product Advertising, 460 ¦ Business
Advertising, 462 ¦ Institutional
Advertising, 464
What Are the Advertising Media? 467
Evaluation Criteria, 468 ¦ Television,
469 ¦ Radio, 470 ¦ Newspaper,
471 ¦ Magazine, 472 ¦ Direct Mail,
474 ¦ Outdoor, 475
What Are Advertising Agencies? 477
Full Service Agency, 477 ¦ Media
Buying Service, 477 ¦ Boutique Agency,
478 ¦ Media Commissions, 478 ¦
Other Compensation, 478
How Is Advertising Evaluated? 480
Pre Test vs. Post Test, 480
What Is Public Relations? 482
How Is Publicity Used in Promotion? 482
News Releases, 483 ¦ Press Conferences
and Public Forums, 483
How Is Sales Promotion Used? 484
Point of Purchase Displays, 484 ¦
Incentives, 485 ¦ Product Brochures,
486 ¦ Trade Shows, 487
What Affects the Management of Sales
Promotion? 487
Trade vs. Production Goods, 488 ¦
Promotional Strategy, 488 ¦ Ethics, 489
making DECISIONS 16 1: Think Again.
(Hewlett Packard), 492
making decisions 16 2: One Tough Mother.
(Columbia Sportswear), 492
MAKING DECISIONS 16 3: It s a Dog Life!
(Famous Fido s), 493
Chapter 17
PERSONAL SELLING AND SALES
MANAGEMENT 495
What Is Personal Selling? 496
The Sale, 497 ¦ Salesperson, 497
How Are Salespeople Classified? 498
Active, 498 ¦ Passive, 499
Where Are Professional Sellers Employed?
502
Production Goods Markets, 502 ¦
Wholesalers, 503 ¦ Consumer
Services, 503 ¦ Direct to Consumer
Marketing, 503
How Do Salespeople Allocate Time? 505
Personal Contact, 505 ¦ Paperwork,
505 ¦ Travel, 506 ¦ Waiting, 506
What Is the Selling Process? 507
Preparation, 507 ¦ Presentation,
510 ¦ Post Sale Activities, 512
What Is the Role of Telemarketing? 513
Prospecting, 514 ¦ Making Presenta¬
tions, 514 ¦ Marketing Research, 515
What Is Sales Management? 516
Sales Managers, 516 ¦ Staff Evaluation
and Organization, 516 ¦ Recruiting
and Hiring, 517 ¦ Training, 517 ¦
Compensation, 518 ¦ Managing Selling
Costs, 520 ¦ Time Management, 521
¦ Motivation, 521 ¦ Ethics, 522 ¦
New Technology, 524
MAKING DECISIONS 17 1: In All the Right
Places, 527
MAKING DECISIONS 17 2: Ring, Ring!
(Executone), 527
making decisions 17 3: If a Real Live Human
Answers. . . , 528
Chapter 18
GLOBAL MARKETING 529
How Do the World s Societies Differ? 530
Advanced Industrial Economies, 530 ¦
Newly Industrialized Economies, 531 ¦
Lesser Developed Countries, 531 ¦
Free Market Economies, 532 ¦ Con¬
trolled Markets, 533 ¦ Global
Marketing, 533
Why Do Companies Trade Overseas? 534
Maximize Profits, 534 ¦ Smooth Out
Seasonal Trends, 534 ¦ Reduce Costs,
535 ¦ Reciprocity, 535 ¦ Extend
Product Life, 536
How Is Global Marketing Conducted? 536
Export/Import, 536 ¦ Licensing, 537
¦ Joint Venture, 538 ¦ Direct Invest¬
ment, 538
How Do Environmental Changes Impact
Global Marketing? 540
Economic, 540 ¦ Cultural, 540 ¦
Political/Legal, 541 ¦ Technology,
542 ¦ Competition, 543
Where Do U.S. Firms Conduct Global
Marketing? 544
Asia, 544 ¦ Europe, 545 ¦ Russia
and the Former Soviet Union, 549 ¦
Latin America, 549 ¦ Canada, 550
How Is Global Marketing Managed? 551
Product, 551 ¦ Price, 552 ¦ Distri¬
bution, 552 ¦ Promotion, 553 ¦
Ethics, 554
making decisions 18 1: An Apple a Day.
(Apple Computer), 557
making decisions 18 2: Turn Out the Lights.
(Emerson Electric), 557
making decisions 18 3: A Thorough Cleaning.
(Whirlpool), 558
Chapter 19
THE FUTURE OF MARKETING
AND SOCIAL RESPONSIBILITY 559
What Events and Trends Will Affect the
Future of Marketing? 560
Continued Deindustrialization, 560 ¦
The Information Age, 561 ¦ The Global
Economy, 562 ¦ The Quality Movement,
564 ¦ The Human Factor, 565 ¦
Relationship Marketing, 569 ¦ Collabo¬
rative Marketing, 571 ¦ Direct
Marketing, 571
CONTENTS ^9
How Do Marketers Prepare for the Future?
573
Ethical Considerations, 573 ¦ Social
Responsibility, 573
What Are Society s Concerns
About Marketing? 574
Materialism, 574 ¦ Power, 575 ¦
Marketing to Children, 575
To Whom Are Marketers Responsible? 577
To Customers, 578 ¦ To the Business
Community, 578 ¦ To Society, 579
What Is Responsible Marketing? 580
With Products, 580 ¦ With Promotion,
581
What Are the Rewards for Social
Responsibility? 582
^^fl CONTENTS
Public Opinion, 583 ¦ Economic
Freedom, 584
making decisions 19 1: I ve Got Your Number,
(database marketing), 586
making DECISIONS 19 2: Pursuing the Cure.
(Bristol Myers Squibb and Regeneron), 586
making decisions 19 3: Demons Begone!
(BresslerGroup and ICI Americas), 587
Marketing in Practice: Careers in Marketing
and Job Search Tips, 588
What Is Needed for a Career in Marketing?
588 ¦ What Types of Marketing Jobs
Are Available? 588 ¦ How Does One
Get a Job in Marketing? 593
MAJOR CASES, A l
INDEX, l l
|
| any_adam_object | 1 |
| author | Wisner, Bern |
| author_facet | Wisner, Bern |
| author_role | aut |
| author_sort | Wisner, Bern |
| author_variant | b w bw |
| building | Verbundindex |
| bvnumber | BV010896059 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.W54894 1996 |
| callnumber-search | HF5415.W54894 1996 |
| callnumber-sort | HF 45415 W54894 41996 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)31970872 (DE-599)BVBBV010896059 |
| dewey-full | 658.820 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 20 658.8 |
| dewey-search | 658.8 20 658.8 |
| dewey-sort | 3658.8 220 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. ed. |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01321nam a2200397 c 4500</leader><controlfield tag="001">BV010896059</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">00000000000000.0</controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">960812s1996 xxua||| |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0133683826</subfield><subfield code="9">0-13-368382-6</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)31970872</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV010896059</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakddb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">xxu</subfield><subfield code="c">XD-US</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-703</subfield><subfield code="a">DE-92</subfield><subfield code="a">DE-521</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF5415.W54894 1996</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8 20</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8</subfield><subfield code="2">20</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 600</subfield><subfield code="0">(DE-625)141905:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Wisner, Bern</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Applied marketing</subfield><subfield code="c">Bern Wisner</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">1. ed.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Upper Saddle River, N.J.</subfield><subfield code="b">Prentice Hall</subfield><subfield code="c">1996</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">Getr. Zählung</subfield><subfield code="b">Ill.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Marketing</subfield><subfield code="2">gtt</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007287009&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-007287009</subfield></datafield></record></collection> |
| id | DE-604.BV010896059 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T18:00:44Z |
| institution | BVB |
| isbn | 0133683826 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-007287009 |
| oclc_num | 31970872 |
| open_access_boolean | |
| owner | DE-703 DE-92 DE-521 |
| owner_facet | DE-703 DE-92 DE-521 |
| physical | Getr. Zählung Ill. |
| publishDate | 1996 |
| publishDateSearch | 1996 |
| publishDateSort | 1996 |
| publisher | Prentice Hall |
| record_format | marc |
| spelling | Wisner, Bern Verfasser aut Applied marketing Bern Wisner 1. ed. Upper Saddle River, N.J. Prentice Hall 1996 Getr. Zählung Ill. txt rdacontent n rdamedia nc rdacarrier Marketing gtt Marketing Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007287009&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Wisner, Bern Applied marketing Marketing gtt Marketing Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 |
| title | Applied marketing |
| title_auth | Applied marketing |
| title_exact_search | Applied marketing |
| title_full | Applied marketing Bern Wisner |
| title_fullStr | Applied marketing Bern Wisner |
| title_full_unstemmed | Applied marketing Bern Wisner |
| title_short | Applied marketing |
| title_sort | applied marketing |
| topic | Marketing gtt Marketing Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007287009&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT wisnerbern appliedmarketing |