A preface to marketing management:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | Undetermined |
| Veröffentlicht: |
Boston [u.a.]
McGraw-Hill
2008
|
| Ausgabe: | 11. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 252 S. graph. Darst. |
| ISBN: | 9780071283359 |
Internformat
MARC
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| 100 | 1 | |a Peter, J. Paul |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a A preface to marketing management |c J. Paul Peter ; James H. Donnelly |
| 250 | |a 11. ed. | ||
| 264 | 1 | |a Boston [u.a.] |b McGraw-Hill |c 2008 | |
| 300 | |a XIV, 252 S. |b graph. Darst. | ||
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Datensatz im Suchindex
| _version_ | 1804138798475378688 |
|---|---|
| adam_text | Contents
SECTION I
ESSENTIALS OF MARKETING
MANAGEMENT 1
PART A
INTRODUCTION 1
Chapter 1
Strategic Planning and the Marketing
Management Process 2
The Marketing Concept 2
What Is Marketing? 3
What Is Strategic Planning? 4
Strategic Planning and Marketing Management 4
The Strategic Planning Process 5
The Complete Strategic Plan 13
The Marketing Management Process 13
Situation Analysis 14
Marketing Planning 16
Implementation and Control of the Marketing Plan 18
Marketing Information Systems and Marketing
Research 18
The Strategic Plan, the Marketing Plan, and
Other Functional Area Plans 18
Marketing s Role in Cross-Functional Strategic
Planning 18
Conclusion 20
Appendix
Portfolio Models 23
PARTB
MARKETING INFORMATION,
RESEARCH, AND UNDERSTANDING
THE TARGET MARKET 27
Chapter 2
Marketing Research: Process and Systems
for Decision Making 28
Preparation of the Research Report 36
Limitations of the Research Process 36
Marketing Information Systems 38
Conclusion 39
The Role of Marketing Research
The Marketing Research Process
Purpose of the Research 29
Plan of the Research 30
Performance of the Research 35
Processing of Research Data 35
28
29
Chapter 3
Consumer Behavior
40
Social Influences on Consumer Decision Making 41
Culture and Subculture 41
Social Class 42
Reference Groups and Families 43
Marketing Influences on Consumer Decision
Making 43
Product Influences 43
Price Influences 43
Promotion Influences 44
Place Influences 44
Situational Influences on Consumer Decision
Making 45
Psychological Influences on Consumer Decision
Making 45
Product Knowledge 45
Product Involvement 46
Consumer Decision Making 46
Need Recognition 47
Alternative Search 48
Alternative Evaluation 49
Purchase Decision 49
Postpurchase Evaluation 50
Conclusion 52
Chapter 4
Business, Government, and Institutional
Buying 53
Categories of Organizational Buyers 53
Producers 53
Intermediaries 54
Government Agencies 54
Other Institutions 54
The Organizational Buying Process 54
Purchase-Type Influences on Organizational Buying 55
Straight Rebuy 55
Modified Rebuy 55
New Task Purchase 55
Structural Influences on Organizational
Buying 56
xii Contents
Purchasing Roles 56
Organization-Specific Factors 57
Purchasing Policies and Procedures 5 7
Behavioral Influences on Organizational
Buying 58
Personal Motivations 58
Role Perceptions 58
Stages in the Organizational Buying
Process 60
Organizational Need 61
Vendor Analysis 61
Purchase Activities 61
Postpurchase Evaluation 61
Conclusion 63
Chapter 5
Market Segmentation
64
Delineate the Firm s Current
Situation 64
Determine Consumer Needs
and Wants 65
Divide Markets on Relevant Dimensions 65
A Priori versus Post Hoc Segmentation 66
Relevance of Segmentation Dimensions 66
Bases for Segmentation 67
Develop Product Positioning 73
Decide Segmentation Strategy 74
Design Marketing Mix Strategy 75
Conclusion 76
PARTC
THE MARKETING MIX
77
Chapter 6
Product and Brand Strategy 78
Basic Issues in Product Management 78
Product Definition 78
Product Classification 79
Product Quality and Value 80
Product Mix and Product Line 81
Branding and Brand Equity 82
Packaging 86
Product Life Cycle 87
Product Adoption and Diffusion 89
The Product Audit 90
Deletions 90
Product Improvement 90
Organizing for Product Management 92
Conclusion 93
Chapter 7
New Product Planning and
Development 94
New Product Strategy 95
New Product Planning and Development Process 97
Idea Generation 97
Idea Screening 99
Project Planning 99
Product Development 100
Test Marketing 100
Commercialization 101
The Importance of Time 101
Some Important New Product Decisions 102
Quality Level 102
Product Features 104
Product Design 104
Product Safety 104
Causes of New Product Failure 105
Need for Research 105
Conclusion 106
Chapter 8
Integrated Marketing Communications:
Advertising, Sales Promotion, Public
Relations, and Direct Marketing 107
Strategic Goals of Marketing Communication 107
Create Awareness 107
Build Positive Images 108
Identify Prospects 108
Build Channel Relationships 108
Retain Customers 108
The Promotion Mix 108
Integrated Marketing Communications 109
Advertising: Planning and Strategy 111
Objectives of Advertising 111
Advertising Decisions 112
The Expenditure Question 113
The Allocation Question 115
Sales Promotion 119
Push versus Pull Marketing 119
Trade Sales Promotions 121
Consumer Promotions 121
What Sales Promotion Can and Can t Do 121
Public Relations 123
Direct Marketing 123
Conclusion 124
Appendix
Major Federal Agencies Involved in Control
of Advertising 125
Contents xiii
Chapter 9
Personal Selling, Relationship Building,
and Sales Management 126
Importance of Personal Selling 126
The Sales Process 127
Objectives of the Sales Force 127
The Sales Relationship-Building Process 128
People Who Support the Sales Force 133
Managing the Sales and Relationship-Building
Process 134
The Sales Management Task 135
Controlling the Sales Force 136
Motivating and Compensating Performance 139
Conclusion 140
Chapter 10
Distribution Strategy
141
The Need for Marketing Intermediaries 141
Classification of Marketing Intermediaries and
Functions 141
Channels of Distribution 143
Selecting Channels of Distribution 144
Specific Considerations 144
Managing a Channel of Distribution 147
Relationship Marketing in Channels 147
Vertical Marketing Systems 147
Wholesaling 150
Store and Nonstore Retailing 151
Store Retailing 151
Nonstore Retailing 152
Conclusion 155
Chapter 11
Pricing Strategy 157
Demand Influences on Pricing Decisions 157
Demographic Factors 157
Psychological Factors 157
Price Elasticity 158
Supply Influences on Pricing Decisions 159
Pricing Objectives 159
Cost Considerations in Pricing 159
Product Considerations in Pricing 161
Environmental Influences on Pricing
Decisions 162
Competition 162
Government Regulations 162
A General Pricing Model 163
Set Pricing Objectives 163
Evaluate Product-Price Relationships 163
Estimate Costs and Other Price Limitations 164
Analyze Profit Potential 165
Set Initial Price Structure 165
Change Price as Needed 166
Conclusion 166
PARTD
MARKETING IN SPECIAL FIELDS
167
Chapter 12
The Marketing of Services
168
Important Characteristics of Services 170
Intangibility 170
Inseparability 171
Perishability and Fluctuating Demand 172
Client Relationship 172
Customer Effort 173
Uniformity 174
Providing Quality Services 174
Customer Satisfaction Measurement 175
The Importance of Internal Marketing 175
Overcoming the Obstacles in Service Marketing 176
Limited View of Marketing 177
Limited Competition 177
Noncreative Management 177
No Obsolescence 178
The Service Challenge 178
Banking 179
HealthCare 179
Insurance 180
Travel 180
Implications for Senice Marketers 181
Conclusion 182
Chapter 13
Global Marketing 183
The Competitive Advantage of Nations 184
Organizing for Global Marketing 185
Problems with Entering Foreign Markets 185
Organizing the Multinational Company 187
Programming for Global Marketing 190
Global Marketing Research 190
Global Product Strategy 192
Global Distribution Strategy 193
Global Pricing Strategy 194
Global Advertising and Sales Promotion
Strategy 194
Entry and Growth Strategies for Global Marketing 195
Conclusion 197
xiv Contents
SECTION II
ANALYZING MARKETING PROBLEMS
AND CASES 199
A Case Analysis Framework 200
/. Analyze and Record the Current Situation 201
2. Analyze and Record Problems and Their Core
Elements 205
3. Formulate, Evaluate, and Record Alternative Courses
of Action 206
4. Select and Record the Chosen Alternative and
Implementation Details 206
Pitfalls to Avoid in Case Analysis 207
Communicating Case Analyses 208
The Written Report 209
The Oral Presentation 211
Conclusion 212
SECTION III
FINANCIAL ANALYSIS FOR
MARKETING DECISIONS 213
Financial Analysis 214
Break-Even Analysis 214
Net Present Value Analysis 216
Ratio Analysis 218
Conclusion 222
SECTION IV
DEVELOPING MARKETING PLANS 223
A Marketing Plan Framework 224
Title Page 225
Executive Summary 225
Table of Contents 226
Introduction 226
Situational Analysis 226
Marketing Planning 226
Implementation and Control of the Marketing Plan 228
Summary 230
Appendix—Financial Analysis 230
References 233
Conclusion 233
Chapter Notes 235
Index 242
|
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| title | A preface to marketing management |
| title_auth | A preface to marketing management |
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