Marketing management: knowledge and skills
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston, Mass. u.a.
Irwin McGraw-Hill
1998
|
| Ausgabe: | 5. ed. |
| Schriftenreihe: | The Irwin/McGraw-Hill series in marketing
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVI, 944 S. Ill., graph. Darst. |
| ISBN: | 0256226334 0071154604 |
Internformat
MARC
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| 245 | 1 | 0 | |a Marketing management |b knowledge and skills |c J. Paul Peter ; James H. Donnelly |
| 250 | |a 5. ed. | ||
| 264 | 1 | |a Boston, Mass. u.a. |b Irwin McGraw-Hill |c 1998 | |
| 300 | |a XVI, 944 S. |b Ill., graph. Darst. | ||
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Datensatz im Suchindex
| _version_ | 1804127995809497088 |
|---|---|
| adam_text | 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. Relating Marketing Activities to
the 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 37
Chapter 2 Marketing Decision Support Systems and Marketing Research 39
Marketing Decision Support Systems. The Marketing Information Center. Marketing
Decision Making. Marketing Research. The Research Process. Conclusion.
Chapter 3 Consumer Behavior 53
The Buying Process. Need Recognition. Alternative Search. Alternative Evaluation.
Purchase Decision. Postpurchase Feelings. Group Influences on Consumer Behavior.
Cultural and Subcultural Influences. Social Class. References Groups. Product Class
Influences. Situational Influences. Conclusion. Appendix: Selected Consumer
Behavior Data Sources.
Chapter 4 Organizational Buyer Behavior 71
Purchase Type Influences on Organizational Buying. Straight Rebuy. Modified
Rebuy. New Task Purchase. Structural Influences on Organizational Buying. Joint
Decision Making. Organization Specific Factors. Behavioral Influences on
Organizational Buying. Personal Motivations. Role Perception. Stages in Buying
Process. Problem Recognition. Assignment of Buying Authority. Search Procedures.
Choice Procedures. Conclusion.
Contents xi
Chapter 5 Market Segmentation 81
Delineate the Finn 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 95
Chapter 6 Product Strategy 97
Basic Issues in Product Management. Product Definition. Product Classification.
Product Quality and Value. Product Mix and Product Line. Branding and Brand Equity.
Packaging. Product Life Cycle. The Product Audit. Deletions. Product Improvement.
Organizing for Product Management. Conclusion.
Chapter 7 New Product Planning and Development 119
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 135
The Promotion Mix. Advertising: Planning and Strategy. Objectives of Advertising.
Advertising Decisions. 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 159
Importance of Personal Selling. The Sales Process. Objectives of the Sales Force. The
Sales Relationship Building Process. Managing the Sales and Relationship Building
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.
Specific Considerations. Managing a Channel of Distribution. Relationship Marketing in
Channels. Vertical Marketing Systems. Conclusion.
Contents !
Chapter 11 Pricing Strategy 195
Demand Influences on Pricing Decisions. Demographic Factors. Psychological Factors.
Price Elasticity. Supply Influences on Pricing Decisions. Pricing Objectives. Cost
Considerations in Pricing. Product Considerations on Pricing. Environmental Influences
in Pricing Decisions. Competition. Government Regulations. A General Pricing
Decision Model. Conclusion.
PART D Marketing in Special Fields 205
Chapter 12 The Marketing of Services 207
Important Characteristics of Services. Intangibility. Inseparability. Perishability and
Fluctuating Demand. Highly Differentiated Marketing Systems. Client Relationship.
Providing Quality Services. Customer Satisfaction Measurement. The Importance of
Internal Marketing. Overcoming the Obstacles in Service Marketing. Limited View of
Marketing. Limited Competition. Noncreative Management. No Obsolescence. The Service
Challenge. Banking. Healthcare. Insurance. Travel. Implications for Service Marketers.
Conclusion.
Chapter 13 Global Marketing 229
Organizing for International Marketing. Problems with Entering Foreign Markets.
Organizing the Multinational Company. Programming for International Marketing.
International Marketing Research. Product Planning for International Markets.
International Distribution Systems. Pricing for International Marketing. International
Advertising and Sales Promotion. Entry and Growth Strategies for International
Marketing. Conclusion.
PART E Marketing Response to a Changing Society 251
Chapter 14 Marketing Management: Social and Ethical Dimensions 253
The Rights of Marketers and Consumers. Legal Influences. Political Influences.
Competitive Influences. Ethical Influences. Conclusion.
SECTION II Analyzing Marketing Problems and Cases 263
SECTION III Financial Analysis for Marketing Decisions 277
SECTION IV Marketing Management Cases 289
CASE GROUP A MARKETING OPPORTUNITY ANALYSIS
1 Campus Calendar
William R Wynd: Eastern Washington University 291
Contents xiii
2 McDonald s Corporation
Henry C. K. Chan: University of West Florida 296
3 South Delaware Coors, Inc.
James E. Nelson and Eric J. Karson: University of Colorado 305
4 Dell Computer Corporation
BillJ. Middlebrook; Michael J. Keeffe; and John K. Ross III:
Southwest Texas State University 316
5 Claritas Inc: Using Compass and PRIZM 326
Valerie Walsh andj. Paul Peter: University of Wisconsin Madison
6 The Quaker Oats Company, Gatorade and Snapple Beverage
Arthur A. Thompson, Jr. The University of Alabama and
JohnE. Gamble, Auburn University—Montgomery 341
CASE GROUP B PRODUCT STRATEGY
7 Valley BancSystem, Inc.
James E. Nelson: University of Colorado 360
8 Salomon: The Monocoque Ski
Francis Bidault: International Management Development Institute 368
9 Fottle—The Foldable Bottle: Entry into the French Market of Liquid Milk
Niraj Dawar and Carlo Mobayed: INSEAD 387
10 Nike, Inc.
Randall K. White: Auburn University—Montgomery 403
11 Capital
Reinhard Angelmar: INSEAD 425
CASE GROUP C PROMOTION STRATEGY
12 Hanover Bates Chemical Corporation
Robert E. Witt: University of Texas—Austin 450
Contents
13 Wind Technology
Ken Manning: University of South Carolina andjakki Mohr: University of Colorado 456
14 Longevity HealthCare Systems, Inc.
Lawrence M. Lament and Elizabeth W. Storey: Washington and Lee University 463
15 Virgin Atlantic Airways: Ten Years After
Pantea Denoyelle; Jean Claude Larreche; and Alfred H. Heineken INSEAD 480
CASE GROUP D DISTRIBUTION STRATEGY
16 Tupperware
/. Paul Peter: University of Wisconsin—Madison 511
17 Sears, Roebuck Inc.
Sara L. Pitterle and]. Paul Peter: University of Wisconsin—Madison 514
18 Lands End
Peter G. Goulet and Lynda L. Goulet: University of Northern Iowa 526
19 Blockbuster Entertainment Corporation
James A. Kidney: Southern Connecticut State University 538
20 Liz Claiborne, 1993
Sharon Ungar Lane; Patricia Bilafer; Mary Fandel; Barbara Gottfried;
and Alan Hoffman: Bentley College 551
21 Walmart Stores Inc.
James W. Camerius: Northern Michigan University 566
CASE GROUP E PRICING STRATEGY
22 Little Caesars
J. Paul Peter: University of Wisconsin—Madison 582
23 Schwinn Bicycles
/ Paul Peter: University of Wisconsin—Madison 585
I Contents xv
i 24 Young Attitudes: Pricing a New Product Line
Jon M. Howes: University of Akron 588
25 United Airlines: The Shutde Introduction
David Guenthner andj. Paul Peter: University of Wisconsin—Madison 591
26 Sun Microsystems
Walter E. Greene: University of Texas Pan American and William C. House:
University of Arkansas—Fayetteville 599
CASE GROUP F SELECTED ISSUES IN MARKETING MANAGEMENT
27 Tylenol
Margaret L. Friedman: University of Wisconsin—Whitewater 612
28 Nintendo versus SEGA: Sex, Violence, and Videogames
RomualdA. Stone: James Madison University 615
29 E. J.GaUo Winery
A.J. Strickland III and Daniel C. Thurman: University of Alabama 620
30 Philip Morris Companies
Keith Rabbins: George Mason University 629
31 Food Lion Comes to Tulsa
Joseph Wolfe: University of Tulsa 644
SECTION V Strategic Marketing Cases 673
1 Circus City Enterprises, Inc.
John K. Ross III; Mike Keeffe; and Bill Middlebrook: Southwest Texas State University 675
2 Caterpillar Inc.
Sara L. Pitterle andj. Paul Peter: University of Wisconsin—Madison 689
3 Optical Fiber Corporation (OFC)
Lawrence M. Lamont: Washington and Lee University 703
Contents
4 Harley Davidson, Inc—Motorcycle Division
J. Paul Peter: University of Wisconsin—Madison 718
5 Carnival Corporation: 1994
Michael J. Keeffee;John K. Ross III; and BillJ. Middlebrook:
Southwest Texas State University 733
6 L.A. Gear, Inc.
A. J. Almaney; S. Green; S. Slotkin; and H. Speer: DePaul University 749
7 Kentucky Fried Chicken and the Global Fast Food Industry
Jeffrey A. Krug: The College of William Mary and W. Harvey Hegarty:
Indiana University 773
8 Briggs Stratton Corporation
Richard C. Hoffman: Salisbury State University; John E. Gamble and
Edwin W. Arnold: Auburn University—Montgomery 797
9 Pepsico and the Fast Food Industry 819
Joseph Wolfe: University ofTulsa 360
10 Cima Mountaineering, Inc.
Lawrence M. Lamont; Eva Cid; and Wade Drew Hammond:
Washington and Lee University 848
SECTION VI
Developing Marketing Plans 869
SECTION VII
Secondary Data Sources 885
Notes 905
Indexes 919
|
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| author | Peter, Jerome Paul Donnelly, James H. |
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| callnumber-search | HF5415.13.P387 1998 |
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| callnumber-subject | HF - Commerce |
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| dewey-search | 658.8 658.8 21 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 5. ed. |
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| indexdate | 2024-07-09T18:42:13Z |
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| isbn | 0256226334 0071154604 |
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| spelling | Peter, Jerome Paul Verfasser (DE-588)12139591X aut Marketing management knowledge and skills J. Paul Peter ; James H. Donnelly 5. ed. Boston, Mass. u.a. Irwin McGraw-Hill 1998 XVI, 944 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier The Irwin/McGraw-Hill series in marketing Marketing -- Management Marketingmanagement (DE-588)4168907-0 gnd rswk-swf 1\p (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=009019870&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Peter, Jerome Paul Donnelly, James H. Marketing management knowledge and skills Marketing -- Management Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4168907-0 (DE-588)4522595-3 |
| title | Marketing management knowledge and skills |
| title_auth | Marketing management knowledge and skills |
| title_exact_search | Marketing management knowledge and skills |
| title_full | Marketing management knowledge and skills J. Paul Peter ; James H. Donnelly |
| title_fullStr | Marketing management knowledge and skills J. Paul Peter ; James H. Donnelly |
| title_full_unstemmed | Marketing management knowledge and skills J. Paul Peter ; James H. Donnelly |
| title_short | Marketing management |
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