Foundations of marketing:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston, MA
Cengage Learning
2017
|
| Ausgabe: | Seventh edition |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes references and index |
| Beschreibung: | XXVI, 470, G-10, I-22 Seiten Illustrationen, Diagramme |
| ISBN: | 9781305405769 |
Internformat
MARC
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| 245 | 1 | 0 | |a Foundations of marketing |c William M. Pride, O. C. Ferrell |
| 250 | |a Seventh edition | ||
| 264 | 1 | |a Boston, MA |b Cengage Learning |c 2017 | |
| 300 | |a XXVI, 470, G-10, I-22 Seiten |b Illustrationen, Diagramme | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
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| 500 | |a Includes references and index | ||
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| adam_text | Titel: Foundations of marketing
Autor: Pride, William M
Jahr: 2017
contents
Part 1: Strategic Marketing and Its Environment 1
Chapter 1: Customer-Driven Strategic
Marketing 2
Defining Marketing 3
Marketing Focuses on Customers 3
Marketing Deals with Products, Price, Distribution,
and Promotion 5
The Product 5
Price 6
Distribution 6
Promotion 7
Marketing Creates Value 7
Marketing Builds Relationships with Customers
and Other Stakeholders 9
Marketing Occurs in a Dynamic Environment 10
Understanding the Marketing Concept 11
Evolution of the Marketing Concept 12
Entrepreneurship in Marketing: Protein Bar Excels at the Right
Target Market and Marketing Mix 13
Implementing the Marketing Concept 14
Customer Relationship Management 14
The Importance of Marketing in Our Global Economy 15
Marketing Costs Consume a Sizable
Portion of Buyers Dollars 15
Marketing Is Used in Nonprofit Organizations 15
Marketing Is Important to Businesses and the
Economy 16
Marketing Fuels Our Global Economy 16
Marketing Knowledge Enhances
Consumer Awareness 16
Marketing Connects People through Technology 17
Socially Responsible Marketing: Promoting
the Welfare of Customers and Stakeholders 18
Marketing Offers Many Exciting
Career Prospects 18
Going Green: Procter Gamble—Balancing Quality with
Sustainability 18
Chapter Review 19
Key Concepts 20
Issues for Discussion and Review 20
Developing Your Marketing Plan 21
Video Case 1 Cruising to Success: The Tale of New
Belgium Brewing 21
Chapter 2: Planning, Implementing,
and Evaluating Marketing Strategies 25
The Strategic Planning Process 26
Establishing Organizational Mission Statements
and Goals 27
Developing Corporate and Business-Unit
Strategies 27
Assessing Organizational Resources and
Opportunities 29
Going Green: Tesla s Electrifying Commitment to
Sustainability 32
Developing Marketing Objectives and
Marketing Strategies 33
Managing Marketing Implementation 35
Organizing the Marketing Unit 36
Motivating Marketing Personnel 36
Communicating within the Marketing Unit 37
Coordinating Marketing Activities 37
Establishing a Timetable for Implementation 37
Evaluating Marketing Strategies 38
Establishing Performance Standards 38
Analyzing Actual Performance 38
Emerging Trends in Marketing: Outerwall—the Kiosk King-
Plans, Implements, and Evaluates Quickly 39
Comparing Actual Performance with Performance
Standards and Making Changes, If Needed 41
Creating the Marketing Plan 41
Chapter Review 43
Key Concepts 44
Issues for Discussion and Review 44
Developing Your Marketing Plan 45
Video Case 2 Mi Ola Rides the Marketing Wave 45
Chapter 3: The Marketing Environment,
Social Responsibility, and Ethics 48
The Marketing Environment 49
Responding to the Marketing Environment 50
Competitive Forces 50
Economic Forces 53
Buying Power and Willingness to Spend 53
Economic Conditions 54
Political Forces 56
Legal and Regulatory Forces 56
Regulatory Agencies 58
Self-Regulation 59
Technological Forces 60
Sociocultural Forces 61
Emerging Trends in Marketing: The Gluten-Free Trend
Is Rising, but Is It Healthy? 63
Social Responsibility and Ethics in Marketing 63
Economic Dimension 64
Legal Dimension 64
Ethical Dimension 65
Philanthropic Dimension 67
Going Green: Entrepreneurs Have Mission to Reduce,
Reuse, Recycle 68
Incorporating Social Responsibility and Ethics into
Strategic Planning 69
Chapter Review 71
Key Concepts 73
Issues for Discussion and Review 73
Developing Your Marketing Plan 73
Video Case 3 TOMS Expands One for One® Model to
Eyewear 74
Part 2: Marketing Research and Target Markets 79
Chapter 4: Marketing Research
and Information Systems 80
The Importance of Marketing Research 81
Types of Research 82
Exploratory Research 83
Conclusive Research 84
The Marketing Research Process 84
Locating and Defining Problems or Research
Issues 85
Designing the Research Project 85
Collecting Data 86
Entrepreneurship in Marketing: Six Spoke: Succeeding with
Big Data 92
Interpreting Research Findings 94
Reporting Research Findings 95
Using Technology to Improve Marketing Information
Gathering and Analysis 95
Marketing Information Systems 96
Databases 96
Marketing Debate: Marketing Information through Tracking
Shoppers 97
Big Data 97
Marketing Analytics 99
Marketing Decision Support Systems 100
Issues in Marketing Research 100
The Importance of Ethical Marketing Research 100
International Issues in Marketing Research 102
Chapter Review 103
Key Concepts 104
Issues for Discussion and Review 104
Developing Your Marketing Plan 105
Video Case 4 Marketing Research Reveals Marketing
Opportunities in the Baby Boomer Generation 105
Chapter 5: Target Markets: Segmentation
and Evaluation 109
What Are Markets? 110
Target Market Selection Process 110
Step 1: Identify the Appropriate Targeting
Strategy 111
Undifferentiated Targeting Strategy 113
Concentrated Targeting Strategy through
Market Segmentation 113
Marketing Debate: Is Anything Gained by Gender
Targeting? 114
Differentiated Targeting Strategy through
Market Segmentation 114
Step 2: Determine Which Segmentation Variables
to Use 115
Variables for Segmenting Consumer
Markets 116
Emerging Trends In Marketing: Going Native—How
McDonald s Targets Millennial 121
Variables for Segmenting Business
Markets 122
Step 3: Develop Market Segment Profiles 123
Step 4: Evaluate Relevant Market Segments 123
Sales Estimates 123
Competitive Assessment 124
Cost Estimates 125
Step 5: Select Specific Target Markets 125
Developing Sales Forecasts 125
Executive Judgment 126
Surveys 126
Time Series Analysis 126
Regression Analysis 127
Market Tests 127
Using Multiple Forecasting Methods 127
Chapter Review 128
Key Concepts 129
Issues for Discussion and Review 129
Developing Your Marketing Plan 130
Video Case 5 Mike Boyle Wants Customers Who Want
to Train 130
Part 3: Customer Behavior and E-Marketing 133
Chapter 6: Consumer Buying Behavior 134
Consumer Buying Decision Process 135
Problem Recognition 136
Information Search 136
Evaluation of Alternatives 137
Purchase 137
Postpurchase Evaluation 138
Types of Consumer Decision Making and Level
of Involvement 138
Situational Influences on the Buying Decision Process 140
Psychological Influences on the Buying Decision
Process 141
Perception 141
Motives 142
Learning 144
Attitudes 144
Going Green: Sustainability Initiatives Prompt Walmart to
Team with Target! 145
Personality and Self-Concept 146
Entrepreneurship in Marketing: Supporting the Arts on
Your Feet 147
Lifestyles 147
Social Influences on the Buying Decision Process 148
Roles 148
Family Influences 148
Reference Groups 149
Opinion Leaders 150
Social Classes 150
Culture and Subcultures 151
Consumer Misbehavior 155
Chapter Review 156
Key Concepts 157
Issues for Discussion and Review 158
Developing Your Marketing Plan 158
Video Case 6 Starbucks Refines the Customer
Experience 158
Chapter 7: Business Markets and Buying
Behavior 162
Business Markets 163
Producer Markets 163
Reseller Markets 164
Government Markets 166
Emerging Trends in Marketing: Apple and IBM Join Forces
to Serve Business Markets 166
Institutional Markets 167
Dimensions of Business Customers and Business
Transactions 167
Characteristics of Transactions with Business
Customers 167
Attributes of Business Customers 168
Primary Concerns of Business Customers 169
Methods of Business Buying 170
Types of Business Purchases 171
Demand for Business Products 171
Derived Demand 172
Inelastic Demand 172
Joint Demand 172
Fluctuating Demand 172
Business Buying Decisions 173
The Buying Center 173
Stages of the Business Buying Decision
Process 174
Influences on the Business Buying Decision
Process 175
Entrepreneurship in Marketing: Serial Entrepreneurs Start
Square 176
Industrial Classification Systems 177
Chapter Review 178
Key Concepts 179
Issues for Discussion and Review 179
Developing Your Marketing Plan 180
Video Case 7 Dale Carnegie Focuses on Business
Customers 180
Chapter 8: Reaching Global Markets 183
The Nature of Global Marketing Strategy 184
Environmental Forces in Global Markets 185
Sociocultural Forces 185
Economic Forces 186
Political, Legal, and Regulatory Forces 188
Ethical and Social Responsibility Forces 190
Going Green: BMW Set to Battle Tesla 191
Competitive Forces 192
Technological Forces 193
Regional Trade Alliances, Markets, and Agreements 194
The North American Free Trade Agreement
(NAFTA)195
The European Union (EU) 195
Emerging Trends in Marketing: Mexican Government Takes
Steps to Limit Obesity Epidemic 196
The Southern Common Market (MERCOSUR) 197
The Asia-Pacific Economic Cooperation
(APEC) 198
Association of Southeast Asian Nations
(ASEAN) 199
The World Trade Organization (WTO) 199
Modes of Entry into International Markets 200
Importing and Exporting 200
Licensing and Franchising 201
Contract Manufacturing 202
Joint Ventures 202
Direct Ownership 203
Customization Versus Globalization of International
Marketing Mixes 204
Chapter Review 206
Key Concepts 207
Issues for Discussion and Review 207
Developing Your Marketing Plan 207
Video Case 8 Evo: The Challenge of Going Global 208
Chapter 9: Digital Marketing and Social
Networking 213
Defining Digital Marketing 214
Growth and Benefits of Digital Marketing 215
Types of Consumer-Generated Marketing and Digital
Media 216
Social Networks 216
Blogs and Wikis 219
Media-Sharing Sites 220
Virtual Sites 221
Emerging Trends in Marketing: BuzzFeed Offers Lucrative
Forum for Native Advertising 222
Mobile Devices 222
Applications and Widgets 223
Changing Digital Media Behaviors of Consumers 224
Online Consumer Behavior 225
E-Marketing Strategy 227
Product Considerations 227
Pricing Considerations 227
Distribution Considerations 228
Promotion Considerations 229
Ethical and Legal Issues 230
Privacy 230
Entrepreneurs!# in Marketing: Ello Tries to Be the
Anti-Facebook 230
Online Fraud 231
Intellectual Property and Illegal Activity 232
Chapter Review 233
Key Concepts 234
Issues for Discussion and Review 235
Developing Your Marketing Plan 235
Video Case 9 Zappos Drives Sales through Relationship
Building on Social Media 235
Part 4: Product and Price Decisions 241
Chapter 10: Product, Branding,
and Packaging Concepts 242
What Is a Product? 243
Classifying Products 245
Consumer Products 245
Business Products 247
Product Line and Product Mix 249
Product Life Cycles and Marketing Strategies 250
Introduction 250
Growth 251
Maturity 252
Decline 253
Entrepreneurs!# in Marketing: GoldieBlox Are Just Right for
Today s Little Girls 253
Product Adoption Process 254
Branding 255
Value of Branding 256
Marketing Debate: Is the Current Level of Campus Marketing
Appropriate? 256
Brand Equity 257
Types of Brands 259
Selecting a Brand Name 259
Protecting a Brand 260
Branding Policies 261
Brand Extensions 262
Co-Branding 262
Brand Licensing 263
Packaging 263
Packaging Functions 264
Packaging and Marketing Strategy 265
Labeling 266
Chapter Review 267
Key Concepts 268
Issues for Discussion and Review 268
Developing Your Marketing Plan 269
Video Case 10 GaGa: Not Just a Lady 269
Chapter 11: Developing and Managing Goods
and Services 273
Managing Existing Products 274
Line Extensions 274
Product Modifications 275
Developing New Products 276
Idea Generation 277
Screening 278
Concept Testing 278
Business Analysis 278
Product Development 279
Test Marketing 279
Commercialization 280
Product Differentiation Through Quality, Design,
and Support Services 282
Product Quality 282
Product Design and Features 283
Product Support Services 283
Marketing Debate: Is the Customer Always Right? 284
Product Positioning and Repositioning 284
Perceptual Mapping 284
Bases for Positioning 285
Repositioning 286
Product Deletion 286
Managing Services 287
Nature and Importance of Services 288
Characteristics of Services 288
Developing and Managing Marketing
Mixes for Services 291
Development of Services 291
Pricing of Services 292
Distribution of Services 294
Promotion of Services 294
Emerging Trends in Marketing: Uber Taps App for Car
Service 295
Organizing to Develop and Manage Products 296
Chapter Review 297
Key Concepts 298
Issues for Discussion and Review 298
Developing Your Marketing Plan 298
Video Case 11 Do AXE Products Make Men More
Desirable? 299
Chapter 12: Pricing Concepts
and Management 303
Development of Pricing Objectives 305
Survival 305
Profit 305
Return on Investment 306
Market Share 306
Cash Flow 306
Status Quo 306
Product Quality 306
Assessment of the Target Market s Evaluation of Price 307
Analysis of Demand 308
Demand Curves 308
Demand Fluctuations 309
Assessing Price Elasticity of Demand 309
Demand, Cost, and Profit Relationships 310
Marginal Analysis 310
Break-Even Analysis 313
Evaluation of Competitors Prices 314
Emerging Trends in Marketing: Enjoying No Commitment
Bling 315
Selection of a Basis for Pricing 315
Cost-Based Pricing 316
Demand-Based Pricing 316
Competition-Based Pricing 317
Selection of a Pricing Strategy 317
New-Product Pricing 317
Differential Pricing 318
Psychological Pricing 319
Product-Line Pricing 321
Promotional Pricing 321
Determination of a Specific Price 322
Marketing Debate: Travel Prices and Fine Print 323
Pricing for Business Markets 323
Geographic Pricing 323
Transfer Pricing 323
Discounting 323
Chapter Review 324
Key Concepts 326
Issues for Discussion and Review 327
Developing Your Marketing Plan 327
Video Case 12 Pricing at the Farmer s Market 327
Part 5: Distribution Decisions 331
Chapter 13: Marketing Channels
and Supply-Chain Management 332
Foundations of the Supply Chain 333
The Role of Marketing Channels in Supply Chains 334
The Significance of Marketing Channels 336
Types of Marketing Channels 337
Selecting Marketing Channels 341
Intensity of Market Coverage 343
Entrepreneurship in Marketing: Alibaba Opens Channels
to China 343
Intensive Distribution 344
Selective Distribution 344
Exclusive Distribution 344
Strategic Issues in Marketing Channels 345
Competitive Priorities in Marketing Channels 345
Channel Leadership, Cooperation, and Conflict 345
Channel Integration 348
Physical Distribution in Supply-Chain Management 349
Order Processing 351
Inventory Management 351
Materials Handling 352
Going Green: Second Chance Toys Gives Toys New Life 353
Warehousing 353
Transportation 354
Legal Issues in Channel Management 357
Dual Distribution 357
Restricted Sales Territories 357
Tying Agreements 357
Exclusive Dealing 358
Refusal to Deal 358
Chapter Review 358
Key Concepts 360
Issues for Discussion and Review 360
Developing Your Marketing Plan 361
Video Case 13 Taza Cultivates Channel Relationships with
Chocolate 361
Chapter 14: Retailing, Direct Marketing,
and Wholesaling 364
Retailing 365
Major Types of Retail Stores 366
General-Merchandise Retailers 366
Going Green: Wegmans Promotes Green Products, Green
Shopping, and Green Energy 368
Specialty Retailers 370
Emerging Trends in Marketing: Story s Ever-Changing
Merchandise Story 370
Strategic Issues in Retailing 372
Location of Retail Stores 372
Retail Positioning 374
Store Image 374
Category Management 375
Direct Marketing, Direct Selling, and Vending 375
Direct Marketing 376
Direct Selling 378
Automatic Vending 379
Franchising 379
Wholesaling 380
Services Provided by Wholesalers 381
Types of Wholesalers 381
Chapter Review 385
Key Concepts 387
Issues for Discussion and Review 387
Developing Your Marketing Plan 388
Video Case 14 L.L.Bean: Open 24/7, Click or Brick 388
Part 6 Promotion Decisions 391
Chapter 15: Integrated Marketing
Communications 392
The Nature of Integrated Marketing Communications 393
The Communication Process 394
The Role and Objectives of Promotion 396
Create Awareness 397
Stimulate Demand 397
Encourage Product Trial 398
Identify Prospects 398
Retain Loyal Customers 399
Facilitate Reseller Support 399
Combat Competitive Promotional Efforts 399
Reduce Sales Fluctuations 400
The Promotion Mix 400
Advertising 401
Personal Selling 402
Public Relations 402
Sales Promotion 403
Selecting Promotion Mix Elements 404
Promotional Resources, Objectives, and Policies 404
Marketing Debate: E-Cigarette Ads Increase on
Television 404
Characteristics of the Target Market 405
Characteristics of the Product 405
Costs and Availability of Promotional
Methods 406
Push and Pull Channel Policies 406
The Growing Importance of Word-of-Mouth
Communications 407
Emerging Trends in Marketing: Artist Demonstrates Product
Placement through Walmart Art 409
Product Placement 409
Criticisms and Defenses of Promotion 410
Chapter Review 411
Key Concepts 412
Issues for Discussion and Review 412
Developing Your Marketing Plan 412
Video Case 15 Frank Pepe s Pizzeria Napoletana Uses
Positive Word of Mouth to Become a Premiere
Pizzeria 413
Chapter 16: Advertising and Public
Relations 416
The Nature and Types of Advertising 417
Marketing Debate: Pet Food War 419
Developing an Advertising Campaign 419
Identifying and Analyzing the Target Audience 420
Defining the Advertising Objectives 421
Creating the Advertising Platform 422
Determining the Advertising Appropriation 422
Developing the Media Plan 423
Creating the Advertising Message 425
Executing the Campaign 429
Evaluating Advertising Effectiveness 429
Who Develops the Advertising Campaign? 431
Public Relations Tools 432
Public Relations Tools 432
Entrepreneurship in Marketing: The Homemade Gin Kit:
Masters of PR 433
Evaluating Public Relations Effectiveness 434
Dealing with Unfavorable Public Relations 435
Chapter Review 436
Key Concepts 437
Issues for Discussion and Review 437
Developing Your Marketing Plan 438
Video Case 16 Scripps Networks Interactive: An Expert at
Connecting Advertisers with Programming 438
Chapter 17: Personal Selling and Sales
Promotion 442
The Nature of Personal Selling 443
Steps of the Personal Selling Process 444
Prospecting 445
Preapproach 446
Approach 446
Making the Presentation 446
Overcoming Objections 447
Closing the Sale 447
Following Up 447
Types of Salespeople 447
Sales Structure 448
Support Personnel 448
Team and Relationship Selling 449
Team Selling 449
Relationship Selling 449
Managing the Sales Force 450
Establishing Sales Force Objectives 451
Determining Sales Force Size 451
Recruiting and Selecting Salespeople 451
Going Green: Viridian Energy Sells Green Directly to
Consumers 452
Training Sales Personnel 452
Compensating Salespeople 453
Motivating Salespeople 455
Marketing Debate: Making Gifts More Transparent 456
Managing Sales Territories 456
Controlling and Evaluating Sales Force
Performance 457
The Nature of Sales Promotion 458
Consumer Sales Promotion Methods 459
Coupons and Cents-Off Offers 459
Money Refunds and Rebates 460
Shopper, Loyalty, and Frequent-User Incentives 461
Point-of-Purchase Materials
and Demonstrations 461
Free Samples and Premiums 462
Consumer Contests, Consumer Games,
and Sweepstakes 462
Trade Sales Promotion Methods 463
Trade Allowances 463
Cooperative Advertising and Dealer Listings 464
Free Merchandise and Gifts 464
Premium Money 464
Sales Contest 464
Chapter Review 465
Key Concepts 466
Issues for Discussion and Review 466
Developing Your Marketing Plan 466
Video Case 17 Nederlander Organization Rewards the
Audience 467
Glossary G-1
Name Index 1-1
Organization Index I-6
Subject Index 1-10
AVAILABLE ONLY ONLINE:
Appendix A: Financial Analysis in Marketing
Appendix B: Sample Marketing Plan
Appendix C: Careers in Marketing
|
| any_adam_object | 1 |
| author | Pride, William M. Ferrell, O. C. 1943- |
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| discipline | Wirtschaftswissenschaften |
| edition | Seventh edition |
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| spellingShingle | Pride, William M. Ferrell, O. C. 1943- Foundations of marketing Marketing (DE-588)4037589-4 gnd |
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| title | Foundations of marketing |
| title_auth | Foundations of marketing |
| title_exact_search | Foundations of marketing |
| title_full | Foundations of marketing William M. Pride, O. C. Ferrell |
| title_fullStr | Foundations of marketing William M. Pride, O. C. Ferrell |
| title_full_unstemmed | Foundations of marketing William M. Pride, O. C. Ferrell |
| title_short | Foundations of marketing |
| title_sort | foundations of marketing |
| topic | 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=028792629&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT pridewilliamm foundationsofmarketing AT ferrelloc foundationsofmarketing |
Inhaltsverzeichnis
Würzburg Zentralbibliothek Lesesaal
| Signatur: |
1000 QP 600 P947(7) |
|---|---|
| Exemplar 1 | ausleihbar Verfügbar Bestellen |
| Exemplar 2 | ausleihbar Verfügbar Bestellen |
Schweinfurt Zentralbibliothek Lesesaal
| Signatur: |
2000 QP 600 P947(7) |
|---|---|
| Exemplar 1 | ausleihbar Verfügbar Bestellen |
| Exemplar 2 | ausleihbar Verfügbar Bestellen |