Introduction to marketing:
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Mason, Ohio
Thomson South-Western
2008
|
| Ausgabe: | 9. ed., internat. student ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXXI, 671 S. Ill., graph. Darst. |
| ISBN: | 9780324544015 0324544014 |
Internformat
MARC
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| 245 | 1 | 0 | |a Introduction to marketing |c Carl McDaniel ; Charles W. Lamb ; Joseph F. Hair |
| 250 | |a 9. ed., internat. student ed. | ||
| 264 | 1 | |a Mason, Ohio |b Thomson South-Western |c 2008 | |
| 300 | |a XXXI, 671 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Marketing - Management | |
| 650 | 4 | |a markedsføring | |
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| 700 | 1 | |a Hair, Joseph F. |d 1944- |e Verfasser |0 (DE-588)135615828 |4 aut | |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-016216769 | ||
Datensatz im Suchindex
| _version_ | 1804137227825971200 |
|---|---|
| adam_text | Brief
Preface xvii
PART 1 The World of Marketing 2
1 An Overview of Marketing 4
2 Strategic Planning for Competitive
Advantage 34
3 Social Responsibility, Ethics, and the Marketing
Environment 66
4 Developing a Global Vision 104
PART 2 Analyzing Marketing Opportunity 142
5 Consumer Decision Making 144
6 Business Marketing 184
7 Segmenting and Targeting Markets 210
8 Decision Supoort Systems and Marketing Research 242
PART 3 Product Decisions 280
9 Product Concepts 282
10 Developing and Managing Products 306
11 Services and Nonprofit Organization Marketing 332
Contents
PART 4 Distribution Decisions 358
12 Marketing Channels and Supply Chain
Management 360
13 Retailing 400
PART 5 Promotion Decisions 436
14 Integrated Marketing Communications 438
15 Advertising and Public Relations 466
16 Sales Promotion and Personal Selling 498
PART 6 Pricing Decisions 534
17 Pricing Concepts 536
18 Setting the Right Price 566
PART 7 Technology Driven Marketing 598
19 Consumer Relationship Management (CRM) 600
Glossary 626
Endnotes 638
Indexes 653
Contents
I An Overview of Marketing 4
What Is Marketing? 6
Marketing Management Philosophies 7
Production Orientation 7
Sales Orientation 7
Market Orientation 8
Societal Marketing Orientation 9
Differences between Sales and Market
Orientations 9
The Organization s Focus 9
The Firm s Business 12
Those to Whom the Product is Directed 13
The Firm s Primary Goal 14
Tools the Organization Uses to Achieve
Its Goals 14
A Word 0/ Caution 15
Why Study Marketing 15
Marketing Plays an Important Role
in Society 16
Marketing Is Important to Business 16
Marketing OJJers Outstanding Career
Opportunities 16
Marketing AJJects Your Life Every Day 16
Review and Applications 17* Exercises 18
Entrepreneurship Case 19* Company Clips 20
Biz Flix 21
Careers in Marketing Appendix 22
Z Strategic Planning for Competitive
Advantage 34
The Nature of Strategic Planning 36
What Is a Marketing Plan? 36
Writing the Marketing Plan 37
Defining the Business Mission 38
Setting Marketing Plan Objectives 39
Conducting a Situation Analysis 40
Competitive Advantage 41
Cost Competitive Advantage 41
Product/Service Differentiation Competitive
Advantage 42
Niche Competitive Advantage 43
Building Sustainable Competitive Advantage 43
Strategic Directions 44
Strategic Alternatives 44
Selecting a Strategic Alternative 45
Describing the Target Market 47
Target Market Strategy 47
The Marketing Mix 48
Product Strategies 48
Place (Distribution) Strategies 48
Promotion Strategies 49
Pricing Strategies 49
Following Up on the Marketing Plan 49
Implementation 49
Eualuation and Control 50
Effective Strategic Planning 51
Review and Applications 52* Exercises 55
Entrepreneurship Case 56* Company Clips 57
Biz Flix 57
Marketing Plan Appendix 58
3 Social Responsibility, Ethics,
and the Marketing Environment 66
Corporate Social Responsibility 68
Ethical Behavior in Business 69
Morality and Business Ethics 70
Ethical Decision Making 71
Ethical Guidelines 71
The External Marketing Environment 73
Understanding the External Environment 73
Environmental Management 74
Social Factors 74
American Values 74
The Growth of Component Lifestyles 75
The Changing Role of Families and Working Women 75
There Is Never Enough Time 77
Demographic Factors 77
Tweens 77
Generation Y 78
Generation X 80
Baby Boomers—America s Mass Market 80
Americans on the Move 82
Growing Ethnic Markets 82
Marketing to Hispanic Americans 83
Marketing to African Americans 84
Marketing to Asian Americans 84
Ethnic and Cultural Diversity 85
Economic Factors 86
Consumers Incomes 86
Purchasing Power 87
Inflation 88
Recession 88
Technological Factors 89
Research 89
Global Innovation 90
RSS and Blogging 90
5 Consumer Decision Making 144
The Importance of Understanding Consumer
Behavior 146
The Consumer Decision Making Process 146
Need Recognition 146
Information Search 148
Evaluation of Alternatives and Purchase 150
Postpurchase Behavior 151
Political and Legal Factors 91
Federal Legislation 91
State Laws 92
Regulatory Agencies 92
The Battle Over Consumer Privacy 93
Competitive Factors 95
Competition for Market Share and Pro/its 95
Global Competition 96
Review and Applications 97* Exercises 100
Entrepreneurship Case 101 • Company Clips 102
Biz Flix 103
4 Developing a Global Vision 104
Rewards of Global Marketing 106
Importance of Global Marketing
to the United States 107
The Fear of Trade and Globalization 107
Benefits of Globalization 108
Multinational Firms 108
Global Marketing Standardization no
External Environment Facing Global Marketers 111
Culture in
Economic and Technological Development 112
Political Structure and Actions 113
Demographic Makeup 119
Natural Resources 119
Global Marketing by the Individual Firm 120
Exporting 120
Licensing and Franchising 121
Contract Manufacturing 123
Joint Venture 124
Direct Investment 124
The Global Marketing Mix 125
Product and Promotion 126
Place (Distribution) 129
Pricing 131
The Impact of the Internet 132
Review and Applications 133 • Exercises 136
Entrepreneurship Case 136* Company Clips 137
Biz Flix 138
Part 1 Closing Cases 140
Types of Consumer Buying Decisions and Consumer
Involvement 152
Factors Determining the Level 0/ Consumer
Involvement 153
Marketing Implications 0/Involvement 154
Factors Influencing Consumer Buying Decisions 155
Cultural Influences on Consumer Buying
Decisions 156
Culture and Values 156
Understanding Culture Differences 159
Subculture 159
Social class 160
Social Influences on Consumer Buying Decisions 162
Reference Groups 163
Opinion Leaders 165
Family 166
Individual Influences on Consumer Buying
Decisions 167
Gender 167
Age and Family Life Cycle Stage 168
Personality, Self Concept, and Lifestyle 169
Psychological Influences on Consumer Buying
Decisions 171
Perception 171
Motivation 173
Learning 175
Beliefs and Attitudes 176
Review and Applications 178* Exercises 181
Entrepreneurship Case 181 • Company Clips 183
Biz Flix 183
6 Business Marketing 184
What Is Business Marketing? 186
Business Marketing on the Internet 186
Measuring Online Success 187
TYends in B2B Internet Marketing 187
Relationship Marketing and Strategic Alliances 188
Strategic Alliances 189
Relationships in Other Cultures 190
Major Categories of Business Customers 191
Producers 191
Resellers 191
Governments 191
Institutions 192
The North American Industry Classification System 193
Business versus Consumer Markets 194
Demand 194
Purchase Volume 195
Number 0/ Customers 195
Location of Buyers 196
Distribution Structure 196
Nature of Buying 196
Nature of Buying Influence 196
Type of Negotiations 196
Use 0/Reciprocity 197
Use 0/Leasing 197
Primary Promotional Method 197
Types of Business Products 197
Major Equipment 197
Accessory Equipment 198
Raw Materials 198
Component Parts 198
Processed Materials 199
Supplies 199
Business Services 199
Business Buying Behavior 200
Buying Centers 200
Evaluative Criteria 201
Buying Situations 201
Business Ethics 202
Customer Service 203
Review and Applications 204* Exercises 207
Entrepreneurship Case 207* Company Clips 209
Biz Flix 209
7 Segmenting and Targeting Markets 210
Market Segmentation 212
The Importance of Market Segmentation 212
Criteria for Successful Segmentation 213
Bases for Segmenting Consumer Markets 214
Geographic Segmentation 214
Demographic Segmentation 215
Psychographic Segmentation 221
Benefit Segmentation 222
Usage Rate Segmentation 223
Bases for Segmenting Business Markets 223
Company Characteristics 223
Buying Processes 224
Steps in Segmenting a Market 224
Strategies for Selecting Target Markets 226
Undifferentiated Targeting 226
Concentrated Targeting 227
Multisegment Targeting 228
One to One Marketing 230
Positioning 231
Perceptual Mapping 232
Positioning Bases 233
Repositioning 234
Review and Applications 235* Exercises 238
Entrepreneurship Case 238* Company Clips 240
Biz Flix 240
O Decision Support Systems and Marketing
Research 242
Marketing Decision Support Systems 244
The Role of Marketing Research 245
Management Uses 0/ Marketing Research 246
Steps in a Marketing Research Project 248
Secondary Data 249
The New Age of Secondary Information:
The Internet 250
Planning the Research Design and Gathering
Primary Data 251
Specifying the Sampling Procedures 258
Collecting the Data 260
Analyzing the Data 260
Preparing and Presenting the Report 261
Following Up 262
The Profound Impact of the Internet on Marketing
Research 262
Advantages 0/ Internet Surveys 262
Uses of the Internet by Marketing Researchers 263
Scanner Based Research 268
When Should Marketing Research Be
Conducted? 268
Competitive Intelligence 269
Sources 0/ Competitive Intelligence 270
Review and Applications 271 • Exercises 274
Entrepreneurship Case 275* Company Clips 276
Biz Flix 277
Part 2 Closing Cases 278
9 Product Concepts 282
What Is a Product? 284
Types of Consumer Products 284
Convenience Products 284
Shopping Products 285
Specialty Products 285
Unsought Products 286
Product Items, Lines, and Mixes 286
Adjustments to Product Items, Lines, and Mixes 287
Branding 290
Benefits 0/ Branding 290
Branding Strategies 290
Trademarks 294
Packaging 295
Packaging Functions 295
Labeling 297
Universal Product Codes 297
Global Issues in Branding and Packaging 298
Branding 298
Packaging 298
Product Warranties 299
Review and Applications 299* Exercises 302
Entrepreneurship Case 302* Company Clips 303
Biz Flix 304
10 Developing and Managing Products 306
The Importance of New Products 308
Categories 0/ New Products 308
The New Product Development Process 309
New Product Strategy 310
Idea Generation 310
Idea Screening 312
Business Analysis 313
Development 313
Test Marketing 314
Commercialization 317
Why Some Products Succeed and Others Fail 317
Global Issues in New Product Development 318
12 Marketing Channels and Supply Chain
Management 360
Marketing Channels 362
Providing Specialization and Division of Labor 362
Overcoming Discrepancies 363
Providing Contact Efpciency 363
The Spread of New Products 319
Diffusion of Innovation 319
Product Characteristics and the Rate
of Adoption 320
Marfeeting Implications o/the Adoption Process 321
Product Life Cycles 322
Introductory Stage 323
Growth Stage 324
Maturity Stage 324
Decline Stage 325
Implications for Marketing Management 325
Review and Applications 326* Exercises 328
Entrepreneurship Case 329* Company Clips 330
Biz Flix 330
11 Services and Nonprofit Organization
Marketing 332
The Importance of Services 334
How Services Differ from Goods 334
Intangibility 334
Inseparability 335
Heterogeneity 335
Perishability 336
Service Quality 336
The Gap Model of Service Quality 337
Marketing Mixes for Services 338
Product (Service) Strategy 338
Place (Distribution) Strategy 340
Promotion Strategy 341
Price Strategy 342
Relationship Marketing in Services 344
Internal Marketing in Service Firms 345
Global Issues in Services Marketing 346
Nonprofit Organization Marketing 346
What Is Nonprofit Organization Marfeeting? 346
Unique Aspects of Nonprofit Organization Marketing
Strategies 347
Review and Applications 350* Exercises 353
Entrepreneurship Case 353* Company Clips 355
Biz Flix 355
Part 3 Closing Cases 356
Channel Intermediaries and Their Functions 364
Channel Functions Performed by Intermediaries 365
Channel Structures 367
Channels for Consumer Products 367
Channels for Business and Industrial Products 368
Alternative Channel Arrangements 369
Supply Chain Management 371
Benefits of Supply Chain Management 372
Making Channel Strategy Decisions 373
Factors Affecting Channel Choice 373
Levels 0/Distribution Intensity 375
Exclusive Dostribution 376
Managing Channel Relationships 376
Channel Power, Control, and Leadership 377
Channel Conflict 377
Channel Partnering 379
Managing the Logistical Components of the Supply
Chain 379
Sourcing and Procurement 380
Production Scheduling 380
Order Processing 382
Inventory Control 382
Warehousing and Materials Handling 383
Transportation 384
Trends in Supply Chain Management 386
Advanced Computer Technology 386
Outsourcing Logistics Functions 386
Electronic Distribution 387
Channels and Distribution Decisions
for Global Markets 388
Developing Global Marketing Channels 388
Global Logistics and Supply Chain Management 389
Channels and Distribution Decisions for Services 390
Review and Applications 392* Exercises 396
Entrepreneurship Case 396 • Company Clips 398
Biz Flix 398
14 Integrated Marketing Communications 438
The Role of Promotion in the Marketing Mix 440
The Promotional Mix 441
Advertising 441
Public Relations 441
Sales Promotion 442
Personal Selling 443
Marketing Communication 445
The Communication Process 445
The Communication Process and the
Promotional Mix 448
The Impact 0/ Blogging on Marketing
Communication 448
The Goals and Tasks of Promotion 450
Informing 450
Persuading 450
Reminding 451
Promotional Goals and the AIDA Concept 451
AIDA and The Promotional Mix 453
13 Retailing 400
The Role of Retailing 402
Classification of Retail Operations 403
Ownership 403
Leuel 0/ Service 403
Product Assortment 403
Price 404
Major Types of Retail Operations 404
Department Stores 404
Specialty Stores 405
Supermarkets 405
Drugstores 406
Convenience Stores 407
Discount Stores 407
Restaurants 410
Nonstore Retailing 411
Automatic Vending 411
Direct Retailing 411
Direct Marketing 412
Electronic Retailing 414
Franchising 416
Retail Marketing Strategy 418
Defining a Target Market 418
Choosing the Retailing Mix 419
New Developments in Retailing 426
Interactivity 426
M Commerce 427
Review and Applications 428* Exercises 430
Entrepreneurship Case 431 • Company Clips 433
Biz Flix 433
Part 4 Closing Cases 434
Factors Affecting the Promotional Mix 454
Nature of the Product 455
Stage in the Product Life Cycle 455
Target Market Characteristics 456
Type 0/ Buying Decision 456
Available Funds 457
Push and Pull Strategies 457
Integrated Marketing Communications 458
Review and Applications 460* Exercises 462
Entrepreneurship Case 464* Company Clips 465
Biz Flix 465
I 5 Advertising and Public Relations 466
The Effects of Advertising 468
Advertising and Market Share 468
The Effects 0/Advertising on Consumers 469
Major Types of Advertising 470
Institutional Advertising 470
Product Advertising 470
Creative Decisions in Advertising 472
Identifying Product Benefits 473
Developing and Evaluating Advertising Appeals 474
Executing the Message 475
Postcampaign Evaluation 477
Media Decisions in Advertising 478
Media Types 479
Media Selection Considerations 484
Media Scheduling 486
Public Relations 487
Major Public Relations Tools 488
Managing Unfavorable Publicity 491
Review and Applications 492* Exercises 494
Entrepreneurship Case 495* Company Clips 497
Biz Flix 497
16 Sales Promotion and Personal Selling 498
Sales Promotion 500
The Objectives of Sales Promotion 500
Tools for Consumer Sales Promotion 501
Coupons and Rebates 501
Premiums 502
Loyalty Marketing Programs 503
Contests and Sweepstakes 504
Sampling 505
17 Pricing Concepts 536
The Importance of Price 538
What is Price? 538
The Importance of Price to Marketing Managers 538
Pricing Objectives 539
Profit Oriented Pricing Objectives 539
Sales Oriented Pricing Objectives 541
Status Quo Pricing Objectives 542
The Demand Determinant of Price 542
The Nature of Demand 543
How Demand and Supply Establish Prices 544
Elasticity 0/Demand 544
The Power of Yield Management Systems 547
The Cost Determinant of Price 548
Markup Pricing 550
Profit Maximization Pricing 551
Break Even Pricing 551
Other Determinants of Price 553
Stages in the Product Life Cycle 553
The Competition 554
Distribution Strategy 555
The Impact of the Internet 555
Promotion Strategy 557
Demands of Large Customers 557
The Relationship 0/ Price to Quality 558
Review and Applications 559* Exercises 561
Entrepreneurship Case 562* Company Clips 564
Biz Flix 564
ilw
Point of Purchase Promotion 506
Online Sales Promotion 506
Tools for Trade Sales Promotion 507
Personal Selling 509
Relationship Selling 510
Steps in the Selling Process 512
Generating leads 513
Qualifying Leads 514
Approaching the Customer and Probing Needs 515
Deueloping and Proposing Solutions 516
Handling Objections 517
Closing the Sale 518
Following Up 518
Sales Management 519
Defining Sales Goals and the Sales Process 520
Determining the Sales Force Structure 520
Recruiting and Training the Sales Force 521
Compensating and Motivating the Sales Force 521
Evaluating the Sales Force 522
The Impact 0/Technology on Personal Selling 524
Review and Applications 525 • Exercises 528
Entrepreneurship Case 529* Company Clips 530
Biz Flix 530
Part 5 Closing Cases 532
18 Setting the Right Price 566
How to Set a Price on a Product or Service 568
Establish Pricing Goals 568
Estimate Demand, Costs, and Profits 568
Choose a Price Strategy 569
The Legality and Ethics of Price Strategy 572
Unfair Trade Practices 572
Price Fixing 572
Price Discrimination 573
Predatory Pricing 574
Tactics for Fine Tuning the Base Price 575
Discounts, Allowances, Rebates, and Value Based
Pricing 575
Geographic Pricing 577
Other Pricing Tactics 579
Consumer Penalties 583
Product Line Pricing 584
Relationships Among Products 584
Joint Costs 585
Pricing during Difficult Economic Times 586
Inflation 586
Recession 587
Review and Applications 589 • Exercises 592
Entrepreneurship Case 592* Company Clips 594
Biz Flix 594
Part 6 Closing Cases 596
19 Consumer Relationship
Management (CRM) 600
What Is Customer Relationship Management? 602
The Customer Relationship Management Cycle 602
Implementing a Customer Relationship
Management System 604
Identify Customer Relationships 604
Understand Interactions of the Current
Customer Base 606
Capture Customer Data 608
Store and Integrate Customer Data 609
Identifying the Best Customers 611
Data Mining 611
Leverage Customer Information 613
Campaign Management 613
Retaining Loyal Customers 614
Cross Selling Other Products and Services 614
Designing Targeted Marketing Communications 615
Reinforcing Customer Purchase Decisions 615
Inducing Product Trial by New Customers 616
Increasing Effectiveness of Distribution Channel
Marketing 616
Improving Customer Service 617
Privacy Concerns and CRM 617
Review and Applications 619* Exercises 621
Entrepreneurship Case 622 • Company Clips 623
Biz Flix 623
Part 7 Closing Cases 624
Glossary 626
Endnotes 638
Organizational Index 653
Subject Index 661
|
| adam_txt |
Brief
Preface xvii
PART 1 The World of Marketing 2
1 An Overview of Marketing 4
2 Strategic Planning for Competitive
Advantage 34
3 Social Responsibility, Ethics, and the Marketing
Environment 66
4 Developing a Global Vision 104
PART 2 Analyzing Marketing Opportunity 142
5 Consumer Decision Making 144
6 Business Marketing 184
7 Segmenting and Targeting Markets 210
8 Decision Supoort Systems and Marketing Research 242
PART 3 Product Decisions 280
9 Product Concepts 282
10 Developing and Managing Products 306
11 Services and Nonprofit Organization Marketing 332
Contents
PART 4 Distribution Decisions 358
12 Marketing Channels and Supply Chain
Management 360
13 Retailing 400
PART 5 Promotion Decisions 436
14 Integrated Marketing Communications 438
15 Advertising and Public Relations 466
16 Sales Promotion and Personal Selling 498
PART 6 Pricing Decisions 534
17 Pricing Concepts 536
18 Setting the Right Price 566
PART 7 Technology Driven Marketing 598
19 Consumer Relationship Management (CRM) 600
Glossary 626
Endnotes 638
Indexes 653
Contents
I An Overview of Marketing 4
What Is Marketing? 6
Marketing Management Philosophies 7
Production Orientation 7
Sales Orientation 7
Market Orientation 8
Societal Marketing Orientation 9
Differences between Sales and Market
Orientations 9
The Organization's Focus 9
The Firm's Business 12
Those to Whom the Product is Directed 13
The Firm's Primary Goal 14
Tools the Organization Uses to Achieve
Its Goals 14
A Word 0/ Caution 15
Why Study Marketing 15
Marketing Plays an Important Role
in Society 16
Marketing Is Important to Business 16
Marketing OJJers Outstanding Career
Opportunities 16
Marketing AJJects Your Life Every Day 16
Review and Applications 17* Exercises 18
Entrepreneurship Case 19* Company Clips 20
Biz Flix 21
Careers in Marketing Appendix 22
Z Strategic Planning for Competitive
Advantage 34
The Nature of Strategic Planning 36
What Is a Marketing Plan? 36
Writing the Marketing Plan 37
Defining the Business Mission 38
Setting Marketing Plan Objectives 39
Conducting a Situation Analysis 40
Competitive Advantage 41
Cost Competitive Advantage 41
Product/Service Differentiation Competitive
Advantage 42
Niche Competitive Advantage 43
Building Sustainable Competitive Advantage 43
Strategic Directions 44
Strategic Alternatives 44
Selecting a Strategic Alternative 45
Describing the Target Market 47
Target Market Strategy 47
The Marketing Mix 48
Product Strategies 48
Place (Distribution) Strategies 48
Promotion Strategies 49
Pricing Strategies 49
Following Up on the Marketing Plan 49
Implementation 49
Eualuation and Control 50
Effective Strategic Planning 51
Review and Applications 52* Exercises 55
Entrepreneurship Case 56* Company Clips 57
Biz Flix 57
Marketing Plan Appendix 58
3 Social Responsibility, Ethics,
and the Marketing Environment 66
Corporate Social Responsibility 68
Ethical Behavior in Business 69
Morality and Business Ethics 70
Ethical Decision Making 71
Ethical Guidelines 71
The External Marketing Environment 73
Understanding the External Environment 73
Environmental Management 74
Social Factors 74
American Values 74
The Growth of Component Lifestyles 75
The Changing Role of Families and Working Women 75
There Is Never Enough Time 77
Demographic Factors 77
Tweens 77
Generation Y 78
Generation X 80
Baby Boomers—America's Mass Market 80
Americans on the Move 82
Growing Ethnic Markets 82
Marketing to Hispanic Americans 83
Marketing to African Americans 84
Marketing to Asian Americans 84
Ethnic and Cultural Diversity 85
Economic Factors 86
Consumers' Incomes 86
Purchasing Power 87
Inflation 88
Recession 88
Technological Factors 89
Research 89
Global Innovation 90
RSS and Blogging 90
5 Consumer Decision Making 144
The Importance of Understanding Consumer
Behavior 146
The Consumer Decision Making Process 146
Need Recognition 146
Information Search 148
Evaluation of Alternatives and Purchase 150
Postpurchase Behavior 151
Political and Legal Factors 91
Federal Legislation 91
State Laws 92
Regulatory Agencies 92
The Battle Over Consumer Privacy 93
Competitive Factors 95
Competition for Market Share and Pro/its 95
Global Competition 96
Review and Applications 97* Exercises 100
Entrepreneurship Case 101 • Company Clips 102
Biz Flix 103
4 Developing a Global Vision 104
Rewards of Global Marketing 106
Importance of Global Marketing
to the United States 107
The Fear of Trade and Globalization 107
Benefits of Globalization 108
Multinational Firms 108
Global Marketing Standardization no
External Environment Facing Global Marketers 111
Culture in
Economic and Technological Development 112
Political Structure and Actions 113
Demographic Makeup 119
Natural Resources 119
Global Marketing by the Individual Firm 120
Exporting 120
Licensing and Franchising 121
Contract Manufacturing 123
Joint Venture 124
Direct Investment 124
The Global Marketing Mix 125
Product and Promotion 126
Place (Distribution) 129
Pricing 131
The Impact of the Internet 132
Review and Applications 133 • Exercises 136
Entrepreneurship Case 136* Company Clips 137
Biz Flix 138
Part 1 Closing Cases 140
Types of Consumer Buying Decisions and Consumer
Involvement 152
Factors Determining the Level 0/ Consumer
Involvement 153
Marketing Implications 0/Involvement 154
Factors Influencing Consumer Buying Decisions 155
Cultural Influences on Consumer Buying
Decisions 156
Culture and Values 156
Understanding Culture Differences 159
Subculture 159
Social class 160
Social Influences on Consumer Buying Decisions 162
Reference Groups 163
Opinion Leaders 165
Family 166
Individual Influences on Consumer Buying
Decisions 167
Gender 167
Age and Family Life Cycle Stage 168
Personality, Self Concept, and Lifestyle 169
Psychological Influences on Consumer Buying
Decisions 171
Perception 171
Motivation 173
Learning 175
Beliefs and Attitudes 176
Review and Applications 178* Exercises 181
Entrepreneurship Case 181 • Company Clips 183
Biz Flix 183
6 Business Marketing 184
What Is Business Marketing? 186
Business Marketing on the Internet 186
Measuring Online Success 187
TYends in B2B Internet Marketing 187
Relationship Marketing and Strategic Alliances 188
Strategic Alliances 189
Relationships in Other Cultures 190
Major Categories of Business Customers 191
Producers 191
Resellers 191
Governments 191
Institutions 192
The North American Industry Classification System 193
Business versus Consumer Markets 194
Demand 194
Purchase Volume 195
Number 0/ Customers 195
Location of Buyers 196
Distribution Structure 196
Nature of Buying 196
Nature of Buying Influence 196
Type of Negotiations 196
Use 0/Reciprocity 197
Use 0/Leasing 197
Primary Promotional Method 197
Types of Business Products 197
Major Equipment 197
Accessory Equipment 198
Raw Materials 198
Component Parts 198
Processed Materials 199
Supplies 199
Business Services 199
Business Buying Behavior 200
Buying Centers 200
Evaluative Criteria 201
Buying Situations 201
Business Ethics 202
Customer Service 203
Review and Applications 204* Exercises 207
Entrepreneurship Case 207* Company Clips 209
Biz Flix 209
7 Segmenting and Targeting Markets 210
Market Segmentation 212
The Importance of Market Segmentation 212
Criteria for Successful Segmentation 213
Bases for Segmenting Consumer Markets 214
Geographic Segmentation 214
Demographic Segmentation 215
Psychographic Segmentation 221
Benefit Segmentation 222
Usage Rate Segmentation 223
Bases for Segmenting Business Markets 223
Company Characteristics 223
Buying Processes 224
Steps in Segmenting a Market 224
Strategies for Selecting Target Markets 226
Undifferentiated Targeting 226
Concentrated Targeting 227
Multisegment Targeting 228
One to One Marketing 230
Positioning 231
Perceptual Mapping 232
Positioning Bases 233
Repositioning 234
Review and Applications 235* Exercises 238
Entrepreneurship Case 238* Company Clips 240
Biz Flix 240
O Decision Support Systems and Marketing
Research 242
Marketing Decision Support Systems 244
The Role of Marketing Research 245
Management Uses 0/ Marketing Research 246
Steps in a Marketing Research Project 248
Secondary Data 249
The New Age of Secondary Information:
The Internet 250
Planning the Research Design and Gathering
Primary Data 251
Specifying the Sampling Procedures 258
Collecting the Data 260
Analyzing the Data 260
Preparing and Presenting the Report 261
Following Up 262
The Profound Impact of the Internet on Marketing
Research 262
Advantages 0/ Internet Surveys 262
Uses of the Internet by Marketing Researchers 263
Scanner Based Research 268
When Should Marketing Research Be
Conducted? 268
Competitive Intelligence 269
Sources 0/ Competitive Intelligence 270
Review and Applications 271 • Exercises 274
Entrepreneurship Case 275* Company Clips 276
Biz Flix 277
Part 2 Closing Cases 278
9 Product Concepts 282
What Is a Product? 284
Types of Consumer Products 284
Convenience Products 284
Shopping Products 285
Specialty Products 285
Unsought Products 286
Product Items, Lines, and Mixes 286
Adjustments to Product Items, Lines, and Mixes 287
Branding 290
Benefits 0/ Branding 290
Branding Strategies 290
Trademarks 294
Packaging 295
Packaging Functions 295
Labeling 297
Universal Product Codes 297
Global Issues in Branding and Packaging 298
Branding 298
Packaging 298
Product Warranties 299
Review and Applications 299* Exercises 302
Entrepreneurship Case 302* Company Clips 303
Biz Flix 304
10 Developing and Managing Products 306
The Importance of New Products 308
Categories 0/ New Products 308
The New Product Development Process 309
New Product Strategy 310
Idea Generation 310
Idea Screening 312
Business Analysis 313
Development 313
Test Marketing 314
Commercialization 317
Why Some Products Succeed and Others Fail 317
Global Issues in New Product Development 318
12 Marketing Channels and Supply Chain
Management 360
Marketing Channels 362
Providing Specialization and Division of Labor 362
Overcoming Discrepancies 363
Providing Contact Efpciency 363
The Spread of New Products 319
Diffusion of Innovation 319
Product Characteristics and the Rate
of Adoption 320
Marfeeting Implications o/the Adoption Process 321
Product Life Cycles 322
Introductory Stage 323
Growth Stage 324
Maturity Stage 324
Decline Stage 325
Implications for Marketing Management 325
Review and Applications 326* Exercises 328
Entrepreneurship Case 329* Company Clips 330
Biz Flix 330
11 Services and Nonprofit Organization
Marketing 332
The Importance of Services 334
How Services Differ from Goods 334
Intangibility 334
Inseparability 335
Heterogeneity 335
Perishability 336
Service Quality 336
The Gap Model of Service Quality 337
Marketing Mixes for Services 338
Product (Service) Strategy 338
Place (Distribution) Strategy 340
Promotion Strategy 341
Price Strategy 342
Relationship Marketing in Services 344
Internal Marketing in Service Firms 345
Global Issues in Services Marketing 346
Nonprofit Organization Marketing 346
What Is Nonprofit Organization Marfeeting? 346
Unique Aspects of Nonprofit Organization Marketing
Strategies 347
Review and Applications 350* Exercises 353
Entrepreneurship Case 353* Company Clips 355
Biz Flix 355
Part 3 Closing Cases 356
Channel Intermediaries and Their Functions 364
Channel Functions Performed by Intermediaries 365
Channel Structures 367
Channels for Consumer Products 367
Channels for Business and Industrial Products 368
Alternative Channel Arrangements 369
Supply Chain Management 371
Benefits of Supply Chain Management 372
Making Channel Strategy Decisions 373
Factors Affecting Channel Choice 373
Levels 0/Distribution Intensity 375
Exclusive Dostribution 376
Managing Channel Relationships 376
Channel Power, Control, and Leadership 377
Channel Conflict 377
Channel Partnering 379
Managing the Logistical Components of the Supply
Chain 379
Sourcing and Procurement 380
Production Scheduling 380
Order Processing 382
Inventory Control 382
Warehousing and Materials Handling 383
Transportation 384
Trends in Supply Chain Management 386
Advanced Computer Technology 386
Outsourcing Logistics Functions 386
Electronic Distribution 387
Channels and Distribution Decisions
for Global Markets 388
Developing Global Marketing Channels 388
Global Logistics and Supply Chain Management 389
Channels and Distribution Decisions for Services 390
Review and Applications 392* Exercises 396
Entrepreneurship Case 396 • Company Clips 398
Biz Flix 398
14 Integrated Marketing Communications 438
The Role of Promotion in the Marketing Mix 440
The Promotional Mix 441
Advertising 441
Public Relations 441
Sales Promotion 442
Personal Selling 443
Marketing Communication 445
The Communication Process 445
The Communication Process and the
Promotional Mix 448
The Impact 0/ Blogging on Marketing
Communication 448
The Goals and Tasks of Promotion 450
Informing 450
Persuading 450
Reminding 451
Promotional Goals and the AIDA Concept 451
AIDA and The Promotional Mix 453
13 Retailing 400
The Role of Retailing 402
Classification of Retail Operations 403
Ownership 403
Leuel 0/ Service 403
Product Assortment 403
Price 404
Major Types of Retail Operations 404
Department Stores 404
Specialty Stores 405
Supermarkets 405
Drugstores 406
Convenience Stores 407
Discount Stores 407
Restaurants 410
Nonstore Retailing 411
Automatic Vending 411
Direct Retailing 411
Direct Marketing 412
Electronic Retailing 414
Franchising 416
Retail Marketing Strategy 418
Defining a Target Market 418
Choosing the Retailing Mix 419
New Developments in Retailing 426
Interactivity 426
M Commerce 427
Review and Applications 428* Exercises 430
Entrepreneurship Case 431 • Company Clips 433
Biz Flix 433
Part 4 Closing Cases 434
Factors Affecting the Promotional Mix 454
Nature of the Product 455
Stage in the Product Life Cycle 455
Target Market Characteristics 456
Type 0/ Buying Decision 456
Available Funds 457
Push and Pull Strategies 457
Integrated Marketing Communications 458
Review and Applications 460* Exercises 462
Entrepreneurship Case 464* Company Clips 465
Biz Flix 465
I 5 Advertising and Public Relations 466
The Effects of Advertising 468
Advertising and Market Share 468
The Effects 0/Advertising on Consumers 469
Major Types of Advertising 470
Institutional Advertising 470
Product Advertising 470
Creative Decisions in Advertising 472
Identifying Product Benefits 473
Developing and Evaluating Advertising Appeals 474
Executing the Message 475
Postcampaign Evaluation 477
Media Decisions in Advertising 478
Media Types 479
Media Selection Considerations 484
Media Scheduling 486
Public Relations 487
Major Public Relations Tools 488
Managing Unfavorable Publicity 491
Review and Applications 492* Exercises 494
Entrepreneurship Case 495* Company Clips 497
Biz Flix 497
16 Sales Promotion and Personal Selling 498
Sales Promotion 500
The Objectives of Sales Promotion 500
Tools for Consumer Sales Promotion 501
Coupons and Rebates 501
Premiums 502
Loyalty Marketing Programs 503
Contests and Sweepstakes 504
Sampling 505
17 Pricing Concepts 536
The Importance of Price 538
What is Price? 538
The Importance of Price to Marketing Managers 538
Pricing Objectives 539
Profit Oriented Pricing Objectives 539
Sales Oriented Pricing Objectives 541
Status Quo Pricing Objectives 542
The Demand Determinant of Price 542
The Nature of Demand 543
How Demand and Supply Establish Prices 544
Elasticity 0/Demand 544
The Power of Yield Management Systems 547
The Cost Determinant of Price 548
Markup Pricing 550
Profit Maximization Pricing 551
Break Even Pricing 551
Other Determinants of Price 553
Stages in the Product Life Cycle 553
The Competition 554
Distribution Strategy 555
The Impact of the Internet 555
Promotion Strategy 557
Demands of Large Customers 557
The Relationship 0/ Price to Quality 558
Review and Applications 559* Exercises 561
Entrepreneurship Case 562* Company Clips 564
Biz Flix 564
ilw
Point of Purchase Promotion 506
Online Sales Promotion 506
Tools for Trade Sales Promotion 507
Personal Selling 509
Relationship Selling 510
Steps in the Selling Process 512
Generating leads 513
Qualifying Leads 514
Approaching the Customer and Probing Needs 515
Deueloping and Proposing Solutions 516
Handling Objections 517
Closing the Sale 518
Following Up 518
Sales Management 519
Defining Sales Goals and the Sales Process 520
Determining the Sales Force Structure 520
Recruiting and Training the Sales Force 521
Compensating and Motivating the Sales Force 521
Evaluating the Sales Force 522
The Impact 0/Technology on Personal Selling 524
Review and Applications 525 • Exercises 528
Entrepreneurship Case 529* Company Clips 530
Biz Flix 530
Part 5 Closing Cases 532
18 Setting the Right Price 566
How to Set a Price on a Product or Service 568
Establish Pricing Goals 568
Estimate Demand, Costs, and Profits 568
Choose a Price Strategy 569
The Legality and Ethics of Price Strategy 572
Unfair Trade Practices 572
Price Fixing 572
Price Discrimination 573
Predatory Pricing 574
Tactics for Fine Tuning the Base Price 575
Discounts, Allowances, Rebates, and Value Based
Pricing 575
Geographic Pricing 577
Other Pricing Tactics 579
Consumer Penalties 583
Product Line Pricing 584
Relationships Among Products 584
Joint Costs 585
Pricing during Difficult Economic Times 586
Inflation 586
Recession 587
Review and Applications 589 • Exercises 592
Entrepreneurship Case 592* Company Clips 594
Biz Flix 594
Part 6 Closing Cases 596
19 Consumer Relationship
Management (CRM) 600
What Is Customer Relationship Management? 602
The Customer Relationship Management Cycle 602
Implementing a Customer Relationship
Management System 604
Identify Customer Relationships 604
Understand Interactions of the Current
Customer Base 606
Capture Customer Data 608
Store and Integrate Customer Data 609
Identifying the Best Customers 611
Data Mining 611
Leverage Customer Information 613
Campaign Management 613
Retaining Loyal Customers 614
Cross Selling Other Products and Services 614
Designing Targeted Marketing Communications 615
Reinforcing Customer Purchase Decisions 615
Inducing Product Trial by New Customers 616
Increasing Effectiveness of Distribution Channel
Marketing 616
Improving Customer Service 617
Privacy Concerns and CRM 617
Review and Applications 619* Exercises 621
Entrepreneurship Case 622 • Company Clips 623
Biz Flix 623
Part 7 Closing Cases 624
Glossary 626
Endnotes 638
Organizational Index 653
Subject Index 661 |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | McDaniel, Carl D. 1941- Lamb, Charles W. 1944- Hair, Joseph F. 1944- |
| author_GND | (DE-588)128647450 (DE-588)137931328 (DE-588)135615828 |
| author_facet | McDaniel, Carl D. 1941- Lamb, Charles W. 1944- Hair, Joseph F. 1944- |
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| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)475789836 (DE-599)BVBBV023012571 |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 9. ed., internat. student ed. |
| format | Book |
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| id | DE-604.BV023012571 |
| illustrated | Illustrated |
| index_date | 2024-07-02T19:10:03Z |
| indexdate | 2024-07-09T21:08:57Z |
| institution | BVB |
| isbn | 9780324544015 0324544014 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016216769 |
| oclc_num | 475789836 |
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| publishDate | 2008 |
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| spelling | McDaniel, Carl D. 1941- Verfasser (DE-588)128647450 aut Introduction to marketing Carl McDaniel ; Charles W. Lamb ; Joseph F. Hair 9. ed., internat. student ed. Mason, Ohio Thomson South-Western 2008 XXXI, 671 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing - Management markedsføring marketing reklame Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s DE-604 Lamb, Charles W. 1944- Verfasser (DE-588)137931328 aut Hair, Joseph F. 1944- Verfasser (DE-588)135615828 aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016216769&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | McDaniel, Carl D. 1941- Lamb, Charles W. 1944- Hair, Joseph F. 1944- Introduction to marketing Marketing - Management markedsføring marketing reklame Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 |
| title | Introduction to marketing |
| title_auth | Introduction to marketing |
| title_exact_search | Introduction to marketing |
| title_exact_search_txtP | Introduction to marketing |
| title_full | Introduction to marketing Carl McDaniel ; Charles W. Lamb ; Joseph F. Hair |
| title_fullStr | Introduction to marketing Carl McDaniel ; Charles W. Lamb ; Joseph F. Hair |
| title_full_unstemmed | Introduction to marketing Carl McDaniel ; Charles W. Lamb ; Joseph F. Hair |
| title_short | Introduction to marketing |
| title_sort | introduction to marketing |
| topic | Marketing - Management markedsføring marketing reklame Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing - Management markedsføring marketing reklame Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016216769&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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