Holdings: Introduction to marketing

Introduction to marketing:

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Bibliographic Details
Main Authors:	McDaniel, Carl D. 1941- (Author), Lamb, Charles W. 1944- (Author), Hair, Joseph F. 1944- (Author)
Format:	Book
Language:	English
Published:	[S.l.] South-Western Cengage Learning 2013
Edition:	12. ed., internat. ed.
Subjects:	Marketing
Online Access:	Inhaltsverzeichnis
Physical Description:	Getr. Zählung Ill., graph. Darst.
ISBN:	9781133273875 1133273874

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adam_text	Titel: Introduction to marketing Autor: McDaniel, Carl D Jahr: 2013 Contents Preface xiv Acknowledgments xxiv The World of Marketing 1 1 An Overview of Marketing 2 What Is Marketing? 2 Marketing Management Philosophies 4 Production Orientation 4 Sales Orientation 5 Market Orientation 5 Societal Marketing Orientation 6 Differences Between Sales and Market Orientations 8 The Organization s Focus 9 The Firm s Business 13 Those to Whom the Product Is Directed 14 The Firm s Primary Goal 15 Tools the Organization Uses to Achieve Its Goals 15 A Word of Caution 15 Why Study Marketing? 16 Marketing Plays an Important Role in Society 16 Marketing Is Important to Business 16 Marketing Offers Outstanding Career Opportunities 16 Marketing Affects Your Life Every Day 17 Review and Applications 17 • Key Terms 18 • Exercises 19 • Case Study: Harmonix 21 • Company Clips: Method—Live Clean 22 • Notes 23 2 Strategic Planning for Competitive Advantage 24 The Nature of Strategic Planning 25 Strategic Business Units 26 Strategic Alternatives 26 Ansoff s Opportunity Matrix 27 The Boston Consulting Group Model 28 The General Electric Model 30 The Marketing Plan 30 Defining the Business Mission 32 Conducting a Situation Analysis 33 Competitive Advantage 34 Cost Competitive Advantage 34 Product/Service Differentiation Competitive Advantage 35 Niche Competitive Advantage 35 Building Sustainable Competitive Advantage 36 Setting Marketing Plan Objectives 36 Describing the Target Market 38 Target Market Strategy 38 The Marketing Mix 39 Product Strategies 39 Place (Distribution) Strategies 39 Promotion Strategies 40 Pricing Strategies 40 Following Up on the Marketing Plan 42 Implementation 42 Evaluation and Control 43 Effective Strategic Planning 45 Review and Applications 46 • Key Terms 49 • Exercises 49 • Case Study: Disney 51 • Company Clips: Method—Healthy Home 52 • Notes 53 3 Ethics and Social Responsibility 54 Determinants of a Civil Society 55 The Concept of Ethical Behavior 57 Ethical Theories 58 Ethical Behavior in Business 60 Morality and Business Ethics 61 Ethical Decision Making 62 Ethical Guidelines and Training 63 Cultural Differences in Ethics 65 Ethical Dilemmas Related to Developing Countries 67 Corporate Social Responsibility 69 Sustainability 69 Stakeholders and Social Responsibility 69 Arguments Against and for Corporate Social Responsibility 71 Arguments Against Corporate Social Responsibility 71 Arguments for Social Responsibility 72 Growth of Social Responsibility 73 Green Marketing 75 Cause-Related Marketing 77 Cause-Related Marketing Controversy 78 Review and Applications 79 • Key Terms 81 • Exercises 81 • Case Study: (Product) Red 82 • Company Clips: Method—People Against Dirty 84 • Notes 84 4 The Marketing Environment 86 The External Marketing Environment 87 Understanding the External Environment 88 Environmental Management 89 Social Factors 90 American Values 90 Personality Traits Vary by Region 92 The Growth of Component Lifestyles 93 The Changing Role of Families and Working Women 93 There Is Never Enough Time 94 Demographic Factors 95 Population 95 Tweens 96 Teens 97 Generation Y 98 Generation X 100 Baby Boomers 101 Growing Ethnic Markets 103 Marketing to Hispanic Americans 103 Marketing to African Americans 105 Marketing to Asian Americans 107 Economic Factors 109 Consumers Incomes 109 Purchasing Power 110 Inflation 110 Recession 111 Technological Factors 113 Research 113 Stimulating Innovation 113 Innovation Carries to the Bottom Line 115 Political and Legal Factors 115 Federal Legislation 116 State Laws 117 Regulatory Agencies 118 The Battle Over Consumer Privacy 120 Competitive Factors 121 Competition for Market Share and Profits 121 Global Competition 122 Review and Applications 123 • Key Terms 125 • Exercises 126 • Case Study: Starbucks 127 • Company Clips: Method—Entering a Crowded Market 129 « Notes 129 5 Developing a Global Vision 132 Rewards of Global Marketing 133 Importance of Global Marketing to the United States 134 The Fear of Trade and Globalization 135 Benefits of Globalization 136 Multinational Firms 137 Currency Fluctuations 140 Global Marketing Standardization 140 External Environment Facing Global Marketers 142 Culture 142 Economic Factors 144 The Global Economy 144 Doing Business in China and India 145 Political Structure and Actions 146 Legal Considerations 146 Uruguay Round, the Failed Doha Round, and Bilateral Agreements 148 North American Free Trade Agreement 149 Central America Free Trade Agreement 150 European Union 150 The World Bank, the International Monetary Fund, and theG-20 153 Demographic Makeup 154 Natural Resources 154 Global Marketing by the Individual Firm 155 Exporting 156 Licensing and Franchising 158 Contract Manufacturing 159 Joint Venture 161 Direct Investment 161 The Global Marketing Mix 162 Product and Promotion 163 One Product, One Message 163 Product Invention 164 Product Adaptation 165 Promotion Adaptation 166 Place (Distribution) 167 Pricing 169 Dumping 169 Countertrade 169 The Impact of the Internet 170 Review and Applications 173 • Key Terms 174 • Exercises 175 • Case Study: NFL International Series 176 • Company Clips: Method—Global Beginnings 178 • Notes 178 • Marketing Miscue 180 • Critical Thinking Case 181 Analyzing Marketing Opportunities 183 6 Consumer Decision Making 184 The Importance of Understanding Consumer Behavior 185 Shaping Public Policy and Educating Consumers 186 The Consumer Decision-Making Process 186 Need Recognition 186 Information Search 188 Evaluation of Alternatives and Purchase 192 Postpurchase Behavior 194 Types of Consumer Buying Decisions and Consumer Involvement 195 Factors Determining the Level of Consumer Involvement 197 Not All Involvement Is the Same 198 Marketing Implications of Involvement 199 Factors Influencing Consumer Buying Decisions 200 Cultural Influences on Consumer Buying Decisions 200 Culture and Values 200 Understanding Cultural Differences 204 Subculture 204 Social Class 206 Social Influences on Consumer Buying Decisions 208 Reference Groups 209 Opinion Leaders 211 Family 212 Individual Influences on Consumer Buying Decisions 214 Gender 214 Age and Family Life-Cycle Stage 215 Personality, Self-Concept, and Lifestyle 216 Psychological Influences on Consumer Buying Decisions 218 Perception 219 Motivation 221 Learning 222 Beliefs and A ttitudes 224 Review and Applications 228 • Key Terms 230 • Exercises 230 • Case Study: Ethel s Chocolate Lounges 231 • Company Clips: ReadyMade—Do-lt- Yourself 233 • Notes 234 Business Marketing 236 What Is Business Marketing? 237 Business Marketing on the Internet 238 Measuring Online Success 240 Trends in B-To-B Internet Marketing 242 Relationship Marketing and Strategic Alliances 243 Strategic Alliances 244 Relationships in Other Cultures 244 Major Categories of Business Customers 246 Producers 246 Resellers 246 Governments 246 Institutions 248 The North American Industry Classification System 248 Business versus Consumer Markets 250 Demand 250 Purchase Volume 251 Number of Customers 251 Location of Buyers 251 Distribution Structure 251 Nature of Buying 252 Nature of Buying Influence 252 Type of Negotiations 252 Use of Reciprocity 252 Use of Leasing 252 Primary Promotional Method 253 Types of Business Products 254 Major Equipment 254 Accessory Equipment 254 Raw Materials 254 Component Parts 255 Processed Materials 255 Supplies 255 Business Services 256 Business Buying Behavior 256 Buying Centers 257 Evaluative Criteria 258 Buying Situations 259 Business Ethics 260 Customer Service 260 Review and Applications 262 • Key Terms 264 Exercises 265 • Case Study: CamelBak 266 • Company Clips: ReadyMade—Making Business Relationships 267 • Notes 268 8 Segmenting and Targeting Markets 270 Market Segmentation 271 The Importance of Market Segmentation 272 Criteria for Successful Segmentation 273 Bases for Segmenting Consumer Markets 274 Geographic Segmentation 275 Demographic Segmentation 275 Psychographic Segmentation 281 Benefit Segmentation 282 Usage-Rate Segmentation 283 Bases for Segmenting Business Markets 284 Company Characteristics 284 Buying Processes 284 Steps in Segmenting a Market 285 Strategies for Selecting Target Markets 286 Undifferentiated Targeting 288 Concentrated Targeting 289 Multisegment Targeting 290 One-to-One Marketing 292 Positioning 295 Perceptual Mapping 296 Positioning Bases 296 Repositioning 297 Review and Applications 298 • Key Terms 300 Exercises 300 • Case Study: Coke Zero 302 • Company Clips: ReadyMade—Focus and Segmentation 304 • Notes 304 9 Decision Support Systems and Marketing Research 306 Marketing Decision Support Systems 307 The Role of Marketing Research 308 Managemen t Uses of Marketing Research 309 Understanding the Ever-Changing Marketplace 312 Steps in a Marketing Research Project 313 Secondary Data 315 Marketing Research Aggregators 316 Planning the Research Design and Gathering Primary Data 317 Survey Research 318 Questionnaire Design 321 Observation Research 323 Ethnographic Research 325 Experiments 328 Specifying the Sampling Procedures 328 Collecting the Data 330 Analyzing the Data 330 Preparing and Presenting the Report 331 Following Up 331 Marketing Research on the Internet 332 Advantages of Internet Surveys 333 Uses of the Internet by Marketing Researchers 334 Methods of Conducting Online Surveys 334 Online Panel Providers 334 Online Focus Groups 335 Web Community Research 337 The Role of Consumer Generated Media in Marketing Research 338 Behavioral Targeting 339 Scanner and Machine-Based Research 340 When Should Marketing Research Be Conducted? 342 Competitive Intelligence 343 Review and Applications 344 • Key Terms 347 • Exercises 347 • Case Study: Red Lobster 349 • Company Clips: ReadyMade—Ready Research 351 • Notes 351 • Marketing Miscue 353 • Critical Thinking Case 354 Product Decisions 357 Product Concepts 358 What Is a Product? 359 Types of Consumer Products 360 Convenience Products 361 Shopping Products 361 Specialty Products 361 Unsought Products 362 Product Items, Lines, and Mixes 362 Adjustments to Product items, Lines, and Mixes 363 Branding 366 Benefits of Branding 366 Branding Strategies 367 Trademarks 369 Packaging 371 Packaging Functions 371 Labeling 372 Universal Product Codes 374 Global Issues in Branding and Packaging 374 Branding 374 Packaging 375 Product Warranties 375 Review and Applications 378 • Key Terms 379 • Exercises 380 • Case Study: Terracycle 381 • Company Clips: Kodak—Reinventing the Brand 382 • Notes 383 11 Developing and Managing Products 384 The Importance of New Products 385 Categories of New Products 386 The New-Product Development Process 388 New-Product Strategy 388 Idea Generation 389 Idea Screening 391 Business Analysis 391 Development 393 Test Marketing 395 Commercialization 396 Why Some Products Succeed and Others Fail 397 Global Issues in New-Product Development 398 The Spread of New Products 400 Diffusion of Innovation 400 Product Characteristics and the Rate of Adoption 402 Marketing Implications of the Adoption Process 402 Product Life Cycles 404 Introductory Stage 405 Growth Stage 405 Maturity Stage 406 Decline Stage 407 Implications for Marketing Management 407 Review and Applications 410 • Key Terms 411 • Exercises 411 • Case Study: Nintendo 412 • Company Clips: Kodak—Reinventing Photography 414 • Notes 414 12 Services and Nonprofit Organization Marketing 416 The Importance of Services 417 How Services Differ from Goods 418 Intangibility 418 Inseparability 418 Heterogeneity 419 Perishability 419 Service Quality 420 The Gap Model of Service Quality 421 Marketing Mixes for Services 423 Product (Service) Strategy 423 Place (Distribution) Strategy 425 Promotion Strategy 426 Price Strategy 427 Relationship Marketing in Services 429 Internal Marketing in Service Firms 430 Global Issues in Services Marketing 431 Nonprofit Organization Marketing 432 What Is Nonprofit Organization Marketing? 432 Unique Aspects of Nonprofit Organization Marketing Strategies 432 Review and Applications 437 • Key Terms 439 • Exercises 439 • Case Study: MinuteClinic 440 • Company Clips: Kodak—Reinventing the Mix 442 • Notes 442 • Marketing Miscue 444 • Critical Thinking Case 445 Distribution Decisions 447 13 Marketing Channels 448 Marketing Channels 449 Providing Specialization and Division of Labor 450 Overcoming Discrepancies 450 Providing Contact Efficiency 451 Channel Intermediaries and Their Functions 453 Channel Functions Performed by Intermediaries 454 Channel Structures 455 Channels for Consumer Products 456 Channels for Business and Industrial Products 457 Alternative Channel Arrangements 458 Making Channel Strategy Decisions 460 Factors Affecting Channel Choice 461 Levels of Distribution Intensity 462 Types of Channel Relationships 465 Channel Relationship Types 465 Cooperative Relationships 467 Managing Channel Relationships 467 Channel Power, Control, and Leadership 468 Channel Conflict 468 Channel Partnering 470 Channels and Distribution Decisions for Global Markets 472 Developing Global Marketing Channels 472 Channels and Distribution Decisions for Services 474 Review and Applications 478 • Key Terms 480 • Exercises 480 • Case Study: Time Warner/ Viacom 482 • Company Clips: Sephora: Business is Beautiful 483 • Notes 484 14 Supply Chain Management 486 Supply Chains and Supply Chain Management 487 Benefits of Supply Chain Managemen t 489 Supply Chain Integration 490 Relationship Integration 490 Measurement Integration 491 Technology and Planning Integration 492 Material and Service Supplier Integration 493 Internal Operations Integration 494 Customer Integration 494 Barriers and Facilitators of Integration 495 The Key Processes of Supply Chain Management 496 Customer Relationship Management 496 Customer Service Management 497 Demand Management 498 Order Fulfillment 499 Manufacturing Flow Management 500 Supplier Relationship Management 500 Product Development and Commercialization 501 Returns Management 501 Strategic Supply Chain Management Decisions 503 Supply Chain Strategies 503 Mapping the Supply Chain 505 The Logistics Function in the Supply Chain 508 Sourcing and Procurement 509 Order Processing 509 Inventory Management and Control 510 Warehousing and Materials-Handling 512 Transportation 513 Supply Chain Performance Measurement 514 The Balanced Scorecard Approach 515 Green and Sustainable Supply Chain Management 516 Trends in Supply Chain Management 517 Global Supply Chain Management 518 Advanced Computer Technology 519 Outsourcing Logistics Functions 520 Electronic Distribution 521 Supply Chain Security and Resilience 522 Review and Applications 523 • Key Terms 526 • Exercises 526 • Case Study: Dell 528 • Company Clips: Sephora—Business Is Beautiful—Part 2 529 • Notes 530 15 Retailing 532 The Role of Retailing 533 Classification of Retail Operations 534 Ownership 535 Level of Service 535 Product Assortment 535 Price 536 Major Types of Retail Operations 537 Department Stores 537 Specialty Stores 537 Supermarkets 538 Drugstores 539 Convenience Stores 540 Discount Stores 540 Restaurants 543 Nonstore Retailing 544 Automatic Vending 545 Direct Retailing 545 Direct Marketing 546 Electronic Retailing 547 Shop-at-Home Networks 547 Mobile Retailing/M-Commerce 549 Franchising 550 Retail Marketing Strategy 553 Defining a Target Market 553 Choosing the Retailing Mix 554 New Developments in Retailing 563 Interactivity 563 Pop-Up Shops 564 Review and Applications 566 • Key Terms 568 • Exercises 568 • Case Study: Nordstrom 570 • Company Clips: Sephora—Retailing for Success 571 • Notes 572 • Marketing Miscue 574 • Critical Thinking Case 575 Promotion and Communication Strategies 577 Promotional Planning for Competitive Advantage 578 The Role of Promotion in the Marketing Mix 579 Marketing Communication 580 The Communication Process 581 The Goals of Promotion 585 Informing 586 Persuading 586 Reminding 587 The Promotional Mix 587 Advertising 587 Public Relations 588 Personal Selling 588 Sales Promotion 589 Social Media 589 The Communication Process and the Promotional Mix 589 Promotional Goals and the AIDA Concept 591 Integrated Marketing Communications 593 Factors Affecting the Promotional Mix 594 Nature of the Product 595 Stages in the Product Life Cycle 595 Target Market Characteristics 596 Type of Buying Decision 597 Available Funds 598 Push and Pull Strategies 598 Review and Applications 602 • Key Terms 604 • Exercises 604 • Case Study: HBO s Blood Virus 606 • Company Clips: Vans—Off the Wall and On Target 608 • Notes 609 17 Advertising and Public Relations 610 The Effects of Advertising 610 Advertising and Market Share 612 The Effects of Advertising on Consumers 612 Major Types of Advertising 614 Institutional Advertising 615 Product Advertising 616 Creative Decisions in Advertising 618 Identifying Product Benefits 619 Developing and Evaluating Advertising Appeals 619 Executing the Message 621 Post-Campaign Evaluation 623 Media Decisions in Advertising 624 Media Types 625 Media Selection Considerations 631 Media Scheduling 633 Public Relations 635 Major Public Relations Tools 636 Managing Unfavorable Publicity 639 Review and Applications 642 • Key Terms 644 Exercises 644 • Case Study: Burger King 646 • Company Clips: Vans—Off The Wall and On Message 647 • Notes 648 18 Sales Promotion and Personal Selling 650 Sales Promotion 651 The Objectives of Sales Promotion 652 Tools for Consumer Sales Promotion 653 Coupons and Rebates 654 Premiums 656 Loyalty Marketing Programs 657 Contests and Sweepstakes 658 Sampling 659 Point-of-Purchase Promotion 660 Online Sales Promotion 660 Tools for Trade Sales Promotion 661 Personal Selling 663 Relationship Selling 664 Steps in the Selling Process 666 Generating Leads 667 Qualifying Leads 668 Approaching the Customer and Probing Needs 669 Developing and Proposing Solutions 669 Handling Objections 670 Closing the Sale 671 Following Up 671 Sales Management 672 Defining Sales Goals and the Sales Process 673 Determining the Sales Force Structure 673 Recruiting and Training the Sales Force 674 Compensating and Motivating the Sales Force 674 Evaluating the Sales Force 676 Review and Applications 677 • Key Terms 680 • Exercises 680 • Case Study: Ron Popeil 681 * Company Clips: Vans—Off the Wall Promotions 683 • Notes 683 • Marketing Miscue 685 • Critical Thinking Case 686 Pricing Decisions 683 19 Pricing Concepts 690 The Importance of Price 691 What Is Price? 691 The Importance of Price to Marketing Managers 692 Pricing Objectives 693 Profit-Oriented Pricing Objectives 693 Sales-Oriented Pricing Objectives 695 Status Quo Pricing Objectives 696 The Demand Determinant of Price 697 The Nature of Demand 697 How Demand and Supply Establish Prices 698 Elasticity of Demand 699 The Power of Yield Management Systems and Targeting Technology 705 The Cost Determinant of Price 706 Markup Pricing 708 Profit Maximization Pricing 709 Break-Even Pricing 709 Other Determinants of Price 711 Stages in the Product Life Cycle 711 The Competition 712 Distribution Strategy 713 The Impact of the Internet 714 Promotion Strategy 716 Guaranteed Price Matching and Money Back Guarantees 716 Demands of Large Customers 717 The Relationship of Price to Quality 718 Review and Applications 720 • Key Terms 722 • Exercises 722 • Case Study: Apple iPhone 724 • Company Clips: Acid+AII = Serious Pricing 726 • Notes 726 20 Setting the Right Price 728 How to Set a Price on a Product or Service 729 Establish Pricing Goals 729 Estimate Demand, Costs, and Profits 730 Choose a Price Strategy 731 The Legality and Ethics of Price Strategy 735 Unfair Trade Practices 735 Price Fixing 736 Price Discrimination 738 Predatory Pricing 738 Tactics for Fine-Tuning the Base Price 740 Discounts, Allowances, Rebates, and Value-Based Pricing 741 Geographic Pricing 744 Other Pricing Tactics 744 Consumer Penalties 752 Product Line Pricing 753 Relationships among Products 753 Joint Costs 753 Pricing during Difficult Economic Times 754 Inflation 754 Recession 756 Review and Applications 760 • Key Terms 762 • Exercises 762 • Case Study: Wal-Mart 764 • Company Clips: Pricing Perspectives—Method, ReadyMade Magazine, Sephora, Vans, and Acid+AII 765 • Notes 765 • Marketing Miscue 768 • Critical Thinking Case 769 Technology-Driven Marketing 771 21 Customer Relationship Management (CRM) 772 What Is Customer Relationship Management? 773 The Customer Relationship Management Cycle 774 Implementing a Customer Relationship Managementsystem 776 Identify Customer Relationships 777 Understand Interactions of the Current Customer Base 779 Capture Customer Data 781 Store and Integrate Customer Data 783 Identifying the Best Customers 785 Data Mining 785 Leverage Customer Information 788 Campaign Management 788 Retaining Loyal Customers 789 Cross-Selling Other Products and Services 790 Designing Targeted Marketing Communications 790 Reinforcing Customer Purchase Decisions 791 Increasing Effectiveness of Distribution Channel Marketing 792 Improving Customer Service 793 Privacy Concerns and CRM 793 Review and Applications 797 • Key Terms 799 • Exercises 799 • Case Study: Petco.Com 800 • Company Clips: Method—Spreading the News about Green Cleaning 802 • Notes 802 Social Media and Marketing 804 What Is Social Media? 805 How Consumers Use Social Media 807 Social Media and Integrated Marketing Communications 808 Creating and Leveraging a Social Media Campaign 809 The Listening System 810 Social Media Objectives 811 Building Trust Online 812 Evaluation and Measurement of Social Media 813 Social Behavior of Consumers 814 Social Media Tools: Consumer and Corporate Generated Content 816 Blogs 816 Social Networks 818 Media Sharing Sites 820 Social News Sites 821 Location-Based Social Networking Sites 821 Review Sites 821 Virtual Worlds and Online Gaming 823 Social Media and Mobile Technology 824 Mobile and Smartphone Technology 824 Applications and Widgets 825 The Changing World of Social Media 827 Review and Applications 828 • Key Terms 829 • Exercises 829 • Case Study: Gatorade s Efforts at Integration 830 • Company Clips: Mobile Phone Marketing: Parents Beware 831 • Notes 831 • Marketing Miscue 833 • Critical Thinking Case 834 Appendix A: Marketing Plan A-1 Glossary G-1 Indexes I-1
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title	Introduction to marketing
title_auth	Introduction to marketing
title_exact_search	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 (DE-588)4037589-4 gnd
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