Marketing: concepts and strategies
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| Hauptverfasser: | , |
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| Format: | Buch |
| Sprache: | English |
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Boston, MA
Hougthon Mifflin Company
2003
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| Ausgabe: | twelfth edition |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xxvii, 630, A-15, B-9, C-11, G-40, I-29 Seiten Illustrationen |
| ISBN: | 9780618192434 |
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Datensatz im Suchindex
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| adam_text | BtllEF CONTENTS 1 2 3 4 5 An Overview of Strategic Marketing 2 Strategic Planning 27 The Marketing Environment 55 Social Responsibility and Ethics in Marketing 83 Global Markets and International Marketing 111 6 Marketing Research and Information Systems 7 Target Markets: Segmentation and Evaluation 8 Consumer Buying Behavior 195 9 Business Markets and Buying Behavior 221 10 Product Concepts 248 11 Developing and Managing Products 12 Branding and Packaging 295 13 Services Marketing 321 140 167 271 C opyright © H oughton Mifflin Company. All rig h ts reserv ed . 14 Marketing Channels and Supply Chain Management ,350 15 Wholesaling and Physical Distribution 373 16 Retailing 401 17 Integrated Marketing Communications 432 18 Advertising and Public Relations 459 19 Personal Selling and Sales Promotion 487 20 Pricing Concepts 518 21 Setting Prices 545 22 Marketing Implementation and Control 23 Marketing on the Internet 24 e-Marketing 631 Appendix A Appendix В Appendix C 572 601 Careers in Marketing A-1 Financial Analysis in Marketing Sample Marketing Plan C-1 B-1 v
C0HĪENĪS Note: Each chapter concludes with a Summary, Important Terms, Discussion and Review Questions, Application Questions, and Internet Exercise Resources. Preface xvii feöte 1 ііЫШігі] ¿wil íteljjteimaifi Un Оиегиіеш of Strategic Marketing C opyright © H oughton Mifflin Company. Alf rig h ts reserv ed . Defining Marketing 4 Marketing Focuses on Customers 4 Marketing Deals with Products, Distribution, Promotion, and Price 7 Marketing Builds Satisfying Exchange Relationships 9 Marketing Occurs in a Dynamic Environment 10 Understanding the Marketing Concept 11 Evolution of the Marketing Concept 12 Implementing the Marketing Concept 13 Managing Customer Relationships 13 Value-Driven Marketing 15 Marketing Management 17 The Importance of Marketing in Our Global Economy 18 Marketing Costs Consume a Sizable Portion of Buyers’ Dollars 18 Marketing Is Used in Nonprofit Organizations 18 2 Strategic Planning . ľ. , /l 2 Marketing Is Important to Business and the Economy 18 Marketing Fuels Our Global Economy 19 Marketing Knowledge Enhances Consumer Awareness 20 Marketing Connects People Through Technology 20 Socially Responsible Marketing Can Promote the Welfare of Customers and Society 21 Marketing Offers Many Exciting Career Prospects 21 Ш GLOBAL MARKETING Chupa Chups: Sweetening the World, One Country at a Time 6 ■ BUILDING CUSTOMER RELATIONSHIPS Home Depot Develops Relationships with !ts Customers 14 Video Case 1.1 Harte-Hanks Provides Customer Relationship Management Services 23 Case 1.2 Montgomery Ward: The Rise and Fall of an American Retailing Icon 25 27 Understanding
the Strategic Planning Process 29 Assessing Organizational Resources and Opportunities 30 Establishing an Organizational Mission and Goals 32 Developing Corporate and Business-Unit Strategies 33 Corporate Strategy 33 Business-Unit Strategy 35 Developing a Marketing Strategy 37 Target Market Selection 37 Creating the Marketing Mix 39 Creating the Marketing Plan 40 Components of the Marketing Plan 42 Using the Marketing Plan 48 ■ BUILDING CUSTOMER RELATIONSHIPS Renaissance Pen Company: Developing the Write Marketing Strategy 38 ■ BUILDING CUSTOMER RELATIONSHIPS Goes High-Tech 47 Pro Bowling Video Case 2.1 Buzzsaw.com: Building Strategically on the Web 51 Case 2.2 Saturn: “A Different Kind of Company. A Different Kind of Car” 52 vii
3 Contents The Marketing Environment 55 Examining and Responding to the Marketing Environment 57 Environmental Scanning and Analysis 57 Responding to Environmental Forces 58 Competitive Forces Technological Forces 59 Sociocultural Forces 73 74 Demographic and Diversity Characteristics Cultural Values 76 Consumerism 77 62 Economic Conditions 62 Buying Power 63 Willingness to Spend 64 Political Forces 64 Legal and Regulatory Forces 74 В GLOBAL MARKETING India 3.0 58 m MARKETING CITIZENSHIP Legal Issues at Wal-Mart 66 Social Hesponsibiltty and Ethics in Marketing The Nature of Social Responsibility 68 fVideo Case 3.1 Netscape Navigates a Changing I Environment 79 I Case 3.2 Microsoft Versus the U.S. Government 81 Procompetitive Legislation 67 Consumer Protection Legislation 67 85 The Dimensions of Social Responsibility 85 Social Responsibility Issues 90 The Nature of Ethics 72 Impact of Technology 72 Adoption and Use of Technology Types of Competition 60 Types of Competitive Structures 60 Monitoring Competition 61 Economic Forces Encouraging Compliance with Laws and Regulations 67 Regulatory Agencies 69 Self-Regulatory Forces 70 94 Ethical Issues in Marketing 95 The Ethical Decision-Making Process 96 Improving Ethical Conduct in Marketing 99 Incorporating Social Responsibility and Ethics into Strategic Planning 102 B3 В MARKETING CITIZENSHIP into Green В WorldWise, Inc., Turns Green 88 MARKETING CITIZENSHIP 93 Royal Caribbean Cleans Up Video Case 4.1 New Belgium Brewing Company 107 Case 4.2 Danger on the Highway: Bridgestone/Firestone’s Tire Recall 108 Being Socially
Responsible and Ethical Is Not Easy 103 Social Responsibility and Ethics Improve Marketing Performance 104 5 Globdl Markets and International Marketing The Nature of international Marketing 113 Environmental Forces in International Markets 114 Cultural, Social, and Ethical Forces Economic Forces 117 Political and Legal Forces 119 Technological Forces 119 115 Regional Trade Alliances, Markets, and Agreements 120 TheNorth American Free Trade Agreement (NAFTA) The European Union (EU) 121 111 The Common Market of the Southern Cone (MERCOSUR) 122 Asia-Pacific Economic Cooperation (APEC) 122 Cenerai Agreement on Tariffs and Trade (GATT) and World Trade Organization (WTO) 125 International Involvement Importing and Exporting 126 Trading Companies 127 Licensing and Franchising 127 Contract Manufacturing 128 Joint Ventures 128 Direct Ownership 129 125 C o p y rig h t © H o u g h to n M ifflin C o m p an y . All rig h ts re s e rv e d . VIII
Contents Customization Versus Globalization of international Marketing Strategies 130 Video Case 5.1 The Global Expansion of Subway Restaurants 133 Ш GLOBAL MARKETING Heinz’s dobál Success Case 5.2 Dat’l Do-lt Cooks Up Hot Exports II GLOBAL MARKETING Universal Studios Goes to Japan 114 ix 134 123 I ‘rN 1! :;п|1; !])1бЈ|У: ։!МЦ1ј№ UįlfS ■Ίί : v Marketing Research and Information Systems The Importance of Marketing Research The Marketing Research Process 143 142 Locating and Defining Problems or Research Issues 143 Designing the Research Project 144 Collecting Data 145 Interpreting Research Findings 154 Reporting Research Findings 155 Using Technology to Improve Marketing Information Gathering and Analysis 156 Marketing Information Systems 156 Databases 157 Marketing Decision Support Systems 159 The Internet and Online Information Services 159 issues in Marketing Research 160 The Importance of Ethical Marketing Research 160 International Issues in Marketing Research 160 ■ BUILDING CUSTOMER RELATIONSHIPS Unearth Marketing Secrets 153 В TECH*KNOW C opyright © H oughton Mifflin Com pany. All rights reserv ed . 169 Requirements of a Market 169 Types of Markets 169 Target Market Selection Process 170 Step 1 : Identify the Appropriate Targeting Strategy 170 Undifferentiated Strategy 171 Concentrated Strategy Through Market Segmentation 172 Differentiated Strategy Through Market Segmentation 173 Step 2: Determine Which Segmentation Variables to Use 174 Variables for Segmenting Consumer Markets 174 Variables for Segmenting Business Markets 183 Step 3: Develop Market Segment Profiles
184 Step 4: Evaluate Relevant Market Segments 185 Sales Estimates 185 Mining Data Anthropologists 158 Video Case 6.1 IRI Provides Marketing Research Data from Multiple Sources 164 Case 6.2 A Look-Look at Youth Trends Target Markets: Segmentation and Eualuation What Are Markets? 140 165 167 Competitive Assessment 186 Cost Estimates 186 Step 5: Select Specific Target Markets Developing Sales Forecasts 187 Executive Judgment 188 Surveys 188 Time Series Analysis 189 Regression Analysis 189 Market Tests 189 Using Multiple Forecasting Methods 190 186 В GLOBAL MARKETING Harlem Globetrotters Target Families Around the World 176 ■ BUILDING CUSTOMER RELATIONSHIPS NASCAR Customer? 181 Who Is the Video Case 7.1 BuyandHold.com Is Bullish on Smaller Investors 192 Case 7.2 LifeSpring Targets Seniors with a Taste for Nutrition 193
Contents Consumer Buying Behauior 105 Level of Involvement and Consumer ProblemSolving Processes 197 Consumer Buying Decision Process 198 Problem Recognition 199 Information Search 200 Evaluation of Alternatives 200 Purchase 201 Postpurchase Evaluation 201 Situational Influences on the Buying Decision Process 202 Psychological Influences on the Buying Decision Process 203 Perception 203 Motives 205 Learning 206 Attitudes 207 Business Markets and Buying Behauior Business Markets 223 Producer Markets 223 Reseller Markets 224 Government Markets 225 Institutional Markets 226 Dimensions of Marketing to Business Customers 226 Characteristics of Transactions with Business Customers 227 Attributes of Business Customers 227 Primary Concerns of Business Customers 227 Methods of Business Buying 229 Types of Business Purchases 230 Demand for Business Products 230 Business Buying Decisions 232 The Buying Center 232 Personality and Self-Concept 208 Lifestyles 209 Social Influences on the Buying Decision Process 210 Roles 210 Family Influences 210 Reference Groups and Opinion Leaders 211 Social Classes 212 Culture and Subcultures 212 Ш TECH*KNOW Makeover for Online Beauty Sites 204 В MARKETING CITIZENSHIP Battling Unethical Consumer Behavior 207 • Video Case 8.1 Understanding Consumer Behavior ; Builds Sales at Build-A-Bear 218 і Case 8.2 Marketing to Women: A Lucrative Direction լ for Automakers 219 221 Stages of the Business Buying Decision Process 232 Influences on the Business Buying Decision Process 235 Using Industrial Ciassification Systems 236 Identifying Potential Business
Customers 236 Estimating Purchase Potential 238 В TECH*KNOW Digging Deeper into Buying Behavior 228 Ш GLOBAL MARKETING Developing Business in Developing Countries 235 Video Case 9.1 Oracle Meets the Challenges of Serving Business Customers 241 Case 9.2 Resellers Sweet on Jo’s Candies 242 Jj 10 Product Concepts What Is a Product? 250 Classifying Products 251 Consumer Products 251 Business Products 253 Product Line and Product Mix 248 Product Life Cycles and Marketing Strategies 255 Introduction 257 Growth 258 Maturity 258 Decline 261 C o p y rig h t © H o u g h to n M ifflin C o m p an y . All rig h ts re s e rv e d . x
Contents Product Adoption Process 262 Why Some Products Fail and Others Succeed 264 ■ BUILDING CUSTOMER RELATIONSHIPS Maturing Brand 260 В MARKETING CITIZENSHIP Product 265 11 Revitalizing a Deueloping and Managing Products Copyright © Houghton Mifflin Company. All rights reserved. Branding and Packaging Product Experience 268 Case 10.2 Schwinn: Reviving a Classic American Brand 269 Seruices Marketing 271 Product Positioning and Repositioning 286 Product Deletion 288 Organizing to Develop and Manage Products 289 ■ BUILDING CUSTOMER RELATIONSHIPS with a Woman’s Touch 275 Modifying Trucks ■ BUILDING CUSTOMER RELATIONSHIPS Quality: Longaberger Company 284 Weaving Product Video Čase ίΐ.1 Cali Cosmetics Positions Products with Olive Oil 292 Case 11.2 Can Pepsi Make Pepsi One the One? 294 295 Packaging and Marketing Strategy 312 Criticisms of Packaging 314 Labeling 314 Branding 297 Value of Branding 297 Brand Loyalty 298 Brand Equity 299 Types of Brands 301 Selecting a Brand Name 303 Protecting a Brand 304 Branding Policies 306 Co-Branding 308 Brand Licensing 309 Packaging 309 Packaging Functions 310 Major Packaging Considerations 310 13 Video Case 10.1 Playstation 2 Provides a New From a Joke to a Successful Managing Existing Products 273 Line Extensions 273 Product Modifications 274 Developing New Products 276 Idea Generation 277 Screening 277 Concept Testing 277 Business Analysis 278 Product Development 279 Test Marketing 279 Commercialization 281 Product Differentiation Through Quality, Design, and Support Services 282 Product Quality 283 Product Design and Features 285
Product Support Services 285 12 xi ■ BUILDING CUSTOMER RELATIONSHIPS Its Brand 305 И TECH*KNOW 3Com Reboots The Tricky Art of Online Co-Branding 308 Video Case 12.1 PlumpJack Winery Pours Out Cork Controversy 318 Case 12.2 Hearts on Fire: Branding the Symbol of Commitment 319 321 The Nature and Importance of Services 323 Characteristics of Services 324 Intangibility 324 Inseparability of Production and Consumption Perishability 325 Heterogeneity 326 Client-Based Relationships 326 Customer Contact 327 325 Developing and Managing Marketing Mixes for Services 328 Development of Services 329 Distribution of Services 331 Promotion of Services 332 Pricing of Services 333 Service Quality 334 Customer Evaluation of Service Quality 334 Delivering Exceptional Service Quality 336
Contents Nonprofit Marketing 338 How Is Nonprofit Marketing Different? 339 Nonprofit Marketing Objectives 340 Developing Nonprofit Marketing Strategies 340 Ξ MARKETING CITIZENSHIP Selection Services? 327 Is It Ethical to Market Sex- ■ BUILDING CUSTOMER RELATIONSHIPS USAA’s Personalized Service Keeps Customers Loyal 331 Video Case 13.1 Merrill Lynch Direct Logs on to Online Trading 344 Case 13.2 AARP Uses New Name to Reach Broader Target Market 345 fedi %լա 14 Иаткећлд Channels and Supply Chain Management The Nature of Marketing Channels 352 Marketing Channels Create Utility 353 Marketing Channels Facilitate Exchange Efficiencies 353 Marketing Channels Form a Supply Chain 354 Types of Marketing Channels 357 Channels for Consumer Products 357 Channels for Business Products 358 Multiple Marketing Channels and Channel Alliances 360 Intensity of Market Coverage 361 Intensive Distribution 361 Selective Distribution 362 Exclusive Distribution 363 Supply Chain Management 363 Channel Leadership, Cooperation, and Conflict 363 Channel Integration 366 Ulholesaling and Physical Distribution The Nature of Wholesaling 375 Services Provided by Wholesalers 376 Types of Wholesalers 377 The Nature of Physical Distribution 382 Physical Distribution Objectives 383 Functions of Physical Distribution 386 Strategic Issues in Physical Distribution 395 El GLOBAL MARKETING Markets 383 16 BetaHing m 350 Legal Issues in Channel Management Dual Distribution 367 Restricted Sales Territories 367 Tying Agreements 368 Exclusive Dealing 368 Refusal to Deal 368 ■ BUILDING CUSTOMER RELATIONSHIPS Using Supply
Chain Management at Barnes Noble 356 Я TECH*KNOW Office Depot Links Multiple Channels 360 Video Case 14.1 CommercialWare Powers Multiple Channels for Retailers 371 Case 14.2 Grainger Wires the Channel for Business Products 372 373 BUILDING CUSTOMER RELATIONSHIPS Critica! Coddles Customers 392 FedEx Custom Video Case 15.1 Quick International Courier Delivers iime-Sensitive Shipments 398 uase 10.Հ n . v?! lv,aU Competes Using Efficient, Low est Physical Distribution 399 Selecting Distributors for Global 401 The Nature of Retailing 403 Major Types of Retail Stores 404 General-Merchandise Retailers 404 Specialty Retailers 409 367 Nonstore Retailing 410 Direct Selling 411 Direct Marketing 411 Automatic Vending 414 C o p y rig h t © H o u g h to n M itilin C o m p a n y . A ll r ig h ts r e s e r v e d . xii
Contents Franchising 414 В TECH*KNOW Major Types of Retail Franchises 415 Advantages and Disadvantages of Franchising Strategic Issues in Retailing В 416 in Bloom The Nature of Integrated Marketing Communications 434 The Role of Promotion 435 Promotion and the Communication Process 437 Objectives of Promotion 439 C opyright © H oughton Mifflin Company. All rig h ts reserv ed . The Promotion Mix 442 443 432 Characteristics of the Product 449 Costs and Availability of Promotional Methods Push and Pull Channel Policies 450 Criticisms and Defenses of Promotion Ш MARKETING CITIZENSHIP 435 Ш TECH*KNOW Cause Branding at Timberland Guerilla Marketing with Buddy Lee 445 Messages 455 Case 17.2 PETsMART: Reinforcing the Bond Between Humans and Their Pets 457 447 448 Hduertising and Public Relations The Nature and Types of Advertising Developing an Advertising Campaign 451 Video Case 17.1 Brainshark Enhances Promotional Promotional Resources, Objectives, and Policies Characteristics of the Target Market 448 18 449 Is Promotion Deceptive? 451 Does Promotion Increase Prices? 451 Does Promotion Create Needs? 452 Does Promotion Encourage Materialism? 452 Does Promotion Help Customers Without Costing Too Much? 452 Should Potentially Harmful Products Be Promoted? 452 Advertising 443 Personal Selling 444 Public Relations 445 Sales Promotion 446 Selecting Promotion Mix Elements 425 Case 16.2 Whole Foods Grows Up 426 Integrated Marketing Communications Create Awareness 439 Stimulate Demand 440 Encourage Product Trial 441 Identify Prospects 441 Retain Loyal Customers 441 Facilitate Reseller
Support 442 Combat Competitive Promotional Efforts Reduce Sales Fluctuations 442 404 Country-by-Country Differences in Video Case 16.1 1-800-Flowers Keeps Its Business Location of Retail Stores 416 Retail Positioning 419 Store Image 419 Scrambled Merchandising 421 The Wheel of Retailing 421 17 How Stores Are Battling Önüne Rivals GLOBAL MARKETING Online Shopping 413 416 xiii 461 462 Identifying and Analyzing the Target Audience 462 Defining the Advertising Objectives 463 Creating the Advertising Platform 463 Determining the Advertising Appropriation 464 Developing the Media Plan 466 Creating the Advertising Message 468 45Q Executing the Campaign 474 Evaluating Advertising Effectiveness 475 Who Develops the Advertising Campaign? Public Relations 477 Public Relations Tools 477 Evaluating Public Relations Effectiveness 480 Dealing with Unfavorable Public Relations 481 476
Contents ■ BUILDING CUSTOMER RELATIONSHIPS Advertising? 467 Is Sex Effective in 474 Video Case 18.1 The Ups and Downs of Dot-Com Advertising 484 Case 18.2 Microsoft: Crafting Image Through Public Relations 19 Personal Selling and Sales Promotion The Nature of Personal Selling 489 Elements of the Personal Selling Process Prospecting 490 Preapproach 490 Approach 491 Making the Presentation 491 Overcoming Objections 492 Closing the Sale 492 Following Up 492 Types of Salespeople 492 Order Getters 492 Order Takers 493 Support Personnel 493 Management of the Sales Force 494 Establishing Sales Force Objectives 494 Determining Sales Force Size 495 Recruiting and Selecting Salespeople 495 Training Sales Personnel 496 Compensating Salespeople 497 Motivating Salespeople 498 490 485 48?________________________________ _____ Managing Sales Territories 500 Controlling and Evaluating Sales Force Performance 500 The Nature of Sales Promotion 501 Sales Promotion Opportunities and Limitations 502 Sales Promotion Methods 502 Consumer Sales Promotion Methods 503 Trade Sales Promotion Methods 507 В BUILDING CUSTOMER RELATIONSHIPS Builds Share for McDonald s 501 Ξ GLOBAL MARKETING Work 505 Sales Promotion Global Marketers Put Sampling to Video Case 19.1 Selling Bicycles and More at I Wheelworks 511 Case 19.2 Sales Promotion Puts the Fizz into Dr ¡¿Pepper 512 feThe^AmericanDairy,lndustry:;Got;Promotion?M514 20 Pricing Concepts SIB The Nature of Price 520 Terms Used to Describe Price 520 The Importance of Price to Marketers 520 Price and Nonprice Competition 521 Price Competition 521 Nonprice
Competition 522 Analysis of Demand 523 The Demand Curve 523 Demand Fluctuations 525 Assessing Price Elasticity of Demand 525 Demand, Cost, and Profit Relationships Marginal Analysis 526 Breakeven Analysis 529 526 Factors Affecting Pricing Decisions 530 Organizational and Marketing Objectives 530 Types of Pricing Objectives 530 Costs 531 Other Marketing Mix Variables 531 Channel Member Expectations 533 Customers’ Interpretation and Response 533 Competition 534 Legal and Regulatory Issues 535 Pricing for Business Markets 536 Price Discounting 536 Geographic Pricing 538 Transfer Pricing 538 ] r ig h ts r e s e r v e d . New Takes on Television Advertising AU 3 TECH*KNOW C o p y rig h t © H o u g h to n M ifflin C o m p a n y . xiv
Contents ■ BUILDING CUSTOMER RELATIONSHIPS Build e-Loyalty? 522 Bí MARKETING CITIZENSHIP Prices 532 21 Setting Prices Do Low Prices Protecting Brand Name Drug XV Video Case 20.1 JetBlue’s Flight Plan for Profitability 541 Case 20.2 Priceline.com Lets Online Customers Set Prices 543 545 Development of Pricing Objectives 547 Survival 548 Profit 548 Return on Investment 548 Market Share 548 Cash Flow 549 Status Quo 549 Product Quality 549 Assessment of the Target Market’s Evaluation of Price 550 Evaiuation of Competitors’ Prices 550 Selection of a Basis for Pricing 551 Cost-Based Pricing 551 Demand-Based Pricing 552 Competition-Based Pricing 553 Selection of a Pricing Strategy 553 Differential Pricing 554 New-Product Pricing 556 Product-Line Pricing 557 Psychological Pricing 558 Professional Pricing 561 Promotional Pricing 561 Determination of a Specific Price В GLOBAL MARKETING 555 ¡3 TECH*KNOW 563 De Beers Polishes Prestige Pricing Using Software to Set Prices 563 Video Case 21.1 VIPdesk.com: At Your Service at a Reasonable Price 566 Case 21.2 Apple iMac: Byting into Pricing 567 1 Copyright © Houghton Mifflin Company. AII rights reserved. potlig 22 Marketing Implementation and Control The Marketing Implementation Process 574 Problems in Implementing Marketing Activities 575 Components of Marketing Implementation 576 Approaches to Marketing Implementation 577 Organizing Marketing Activities 581 The Role of Marketing in an Organization’s Structure 581 Alternatives for Organizing the Marketing Unit 583 Implementing Marketing Activities 584 Motivating Marketing Personnel 584
Communicating Within the Marketing Unit 586 Coordinating Marketing Activities 587 Establishing a Timetable for Implementation 587 Controlling Marketing Activities 588 Establishing Performance Standards 588 572 Evaluating Actual Performance 589 Taking Corrective Action 590 Problems in Controlling Marketing Activities 590 Methods of Evaluating Performance 590 Sales Analysis 591 Marketing Cost Analysis 592 The Marketing Audit 593 ■ BUILDING CUSTOMER RELATIONSHIPS Great Harvest Bread Company Grows Through Learning Relationships 578 В BUILDING CUSTOMER RELATIONSHIPS Evaluating and Motivating Marketing Personnel with 360° Feedback 585 Video Case 22.1 The AOL Time Warner Merger 597 Case 22.2 Amtrak Rides into the Twenty-First Century 599
Marketing ол the totemet 601 The Dynamic Nature of Electronic Marketing 603 Basic Characteristics of Electronic Marketing 606 Addressability 606 Interactivity 607 Memory 608 Control 609 Accessibility 609 Digitalization 610 e-Marketing Strategy 611 Target Markets 611 Product Considerations 614 24 Appendi« A Mexico’s PRI Party Woos Younger Voters 617 Ш MARKETING CITIZENSHIP TRUSTe: “Building a Web You Can Believe In” 621 Video Case 23.1 4SURE.com Targets B2B Customers 625 Case 23.2 Napster: Copyright Infringement or Technological Breakthrough? 626 1 631 Careers in Marketing fl-1 Changes in the Workplace A-1 Career Choices Are Major Life Choices A-1 Personal Factors Influencing Career Choices A-1 Job Search Activities A-2 Planning and Preparation A-4 The Résumé A-4 The Job Interview A-6 After the Interview A-7 After the Hire A-7 Types of Marketing Careers A-8 Marketing Research A-8 Sales A-9 Industrial Buying A-10 Public Relations A-ll Distribution Management A-12 Product Management A-12 Advertising A-13 Retail Management A-14 Direct Marketing A-14 e-Marketing and Customer Relationship Management Financial Analysis in Marketing B-t The Income Statement ΒΊ Performance Ratios B-3 Operating Ratios B-4 Inventory Turnover Rate B-6 Return on Investment B-6 Appendi« C В GLOBAL MARKETING ш е-НаткеІііщ Appendi« В 619 r ig h ts r e s e r v e d . lMÉÉäig.№g.. Distribution Considerations 615 Promotion Considerations 616 Pricing Considerations 619 Legal and Ethical Issues in e-Marketing Sample Marketing Plan C-1 Glossary G-l Box Sources G-l 6 Notes G-20 Credits G-38 Name Index 1-І
Organization Index 1-6 Subject Index 1-18 Price Calculations B-7 Markups B-7 Markdowns B-8 Discussion and Review Questions AU 23 Contents B-9 C o p y rig h t © H o u g h to n M ifflin C o m p a n y . xvi
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BtllEF CONTENTS 1 2 3 4 5 An Overview of Strategic Marketing 2 Strategic Planning 27 The Marketing Environment 55 Social Responsibility and Ethics in Marketing 83 Global Markets and International Marketing 111 6 Marketing Research and Information Systems 7 Target Markets: Segmentation and Evaluation 8 Consumer Buying Behavior 195 9 Business Markets and Buying Behavior 221 10 Product Concepts 248 11 Developing and Managing Products 12 Branding and Packaging 295 13 Services Marketing 321 140 167 271 C opyright © H oughton Mifflin Company. All rig h ts reserv ed . 14 Marketing Channels and Supply Chain Management ,350 15 Wholesaling and Physical Distribution 373 16 Retailing 401 17 Integrated Marketing Communications 432 18 Advertising and Public Relations 459 19 Personal Selling and Sales Promotion 487 20 Pricing Concepts 518 21 Setting Prices 545 22 Marketing Implementation and Control 23 Marketing on the Internet 24 e-Marketing 631 Appendix A Appendix В Appendix C 572 601 Careers in Marketing A-1 Financial Analysis in Marketing Sample Marketing Plan C-1 B-1 v
C0HĪENĪS Note: Each chapter concludes with a Summary, Important Terms, Discussion and Review Questions, Application Questions, and Internet Exercise Resources. Preface xvii feöte 1 ііЫШігі] ¿wil íteljjteimaifi Un Оиегиіеш of Strategic Marketing C opyright © H oughton Mifflin Company. Alf rig h ts reserv ed . Defining Marketing 4 Marketing Focuses on Customers 4 Marketing Deals with Products, Distribution, Promotion, and Price 7 Marketing Builds Satisfying Exchange Relationships 9 Marketing Occurs in a Dynamic Environment 10 Understanding the Marketing Concept 11 Evolution of the Marketing Concept 12 Implementing the Marketing Concept 13 Managing Customer Relationships 13 Value-Driven Marketing 15 Marketing Management 17 The Importance of Marketing in Our Global Economy 18 Marketing Costs Consume a Sizable Portion of Buyers’ Dollars 18 Marketing Is Used in Nonprofit Organizations 18 2 Strategic Planning ". ľ. , ' /l 2 Marketing Is Important to Business and the Economy 18 Marketing Fuels Our Global Economy 19 Marketing Knowledge Enhances Consumer Awareness 20 Marketing Connects People Through Technology 20 Socially Responsible Marketing Can Promote the Welfare of Customers and Society 21 Marketing Offers Many Exciting Career Prospects 21 Ш GLOBAL MARKETING Chupa Chups: Sweetening the World, One Country at a Time 6 ■ BUILDING CUSTOMER RELATIONSHIPS Home Depot Develops Relationships with !ts Customers 14 Video Case 1.1 Harte-Hanks Provides Customer Relationship Management Services 23 Case 1.2 Montgomery Ward: The Rise and Fall of an American Retailing Icon 25 27 Understanding
the Strategic Planning Process 29 Assessing Organizational Resources and Opportunities 30 Establishing an Organizational Mission and Goals 32 Developing Corporate and Business-Unit Strategies 33 Corporate Strategy 33 Business-Unit Strategy 35 Developing a Marketing Strategy 37 Target Market Selection 37 Creating the Marketing Mix 39 Creating the Marketing Plan 40 Components of the Marketing Plan 42 Using the Marketing Plan 48 ■ BUILDING CUSTOMER RELATIONSHIPS Renaissance Pen Company: Developing the Write Marketing Strategy 38 ■ BUILDING CUSTOMER RELATIONSHIPS Goes High-Tech 47 Pro Bowling Video Case 2.1 Buzzsaw.com: Building Strategically on the Web 51 Case 2.2 Saturn: “A Different Kind of Company. A Different Kind of Car” 52 vii
3 Contents The Marketing Environment 55 Examining and Responding to the Marketing Environment 57 Environmental Scanning and Analysis 57 Responding to Environmental Forces 58 Competitive Forces Technological Forces 59 Sociocultural Forces 73 74 Demographic and Diversity Characteristics Cultural Values 76 Consumerism 77 62 Economic Conditions 62 Buying Power 63 Willingness to Spend 64 Political Forces 64 Legal and Regulatory Forces 74 В GLOBAL MARKETING India 3.0 58 m MARKETING CITIZENSHIP Legal Issues at Wal-Mart 66 Social Hesponsibiltty and Ethics in Marketing The Nature of Social Responsibility 68 fVideo Case 3.1 Netscape Navigates a Changing I Environment 79 I Case 3.2 Microsoft Versus the U.S. Government 81 Procompetitive Legislation 67 Consumer Protection Legislation 67 85 The Dimensions of Social Responsibility 85 Social Responsibility Issues 90 The Nature of Ethics 72 Impact of Technology 72 Adoption and Use of Technology Types of Competition 60 Types of Competitive Structures 60 Monitoring Competition 61 Economic Forces Encouraging Compliance with Laws and Regulations 67 Regulatory Agencies 69 Self-Regulatory Forces 70 94 Ethical Issues in Marketing 95 The Ethical Decision-Making Process 96 Improving Ethical Conduct in Marketing 99 Incorporating Social Responsibility and Ethics into Strategic Planning 102 B3 В MARKETING CITIZENSHIP into Green В WorldWise, Inc., Turns Green 88 MARKETING CITIZENSHIP 93 Royal Caribbean Cleans Up Video Case 4.1 New Belgium Brewing Company 107 Case 4.2 Danger on the Highway: Bridgestone/Firestone’s Tire Recall 108 Being Socially
Responsible and Ethical Is Not Easy 103 Social Responsibility and Ethics Improve Marketing Performance 104 5 Globdl Markets and International Marketing The Nature of international Marketing 113 Environmental Forces in International Markets 114 Cultural, Social, and Ethical Forces Economic Forces 117 Political and Legal Forces 119 Technological Forces 119 115 Regional Trade Alliances, Markets, and Agreements 120 TheNorth American Free Trade Agreement (NAFTA) The European Union (EU) 121 111 The Common Market of the Southern Cone (MERCOSUR) 122 Asia-Pacific Economic Cooperation (APEC) 122 Cenerai Agreement on Tariffs and Trade (GATT) and World Trade Organization (WTO) 125 International Involvement Importing and Exporting 126 Trading Companies 127 Licensing and Franchising 127 Contract Manufacturing 128 Joint Ventures 128 Direct Ownership 129 125 C o p y rig h t © H o u g h to n M ifflin C o m p an y . All rig h ts re s e rv e d . VIII
Contents Customization Versus Globalization of international Marketing Strategies 130 Video Case 5.1 The Global Expansion of Subway Restaurants 133 Ш GLOBAL MARKETING Heinz’s dobál Success Case 5.2 Dat’l Do-lt Cooks Up Hot Exports II GLOBAL MARKETING Universal Studios Goes to Japan 114 ix 134 123 I ‘rN'1! :;п|1; !])1бЈ|У: ։!МЦ1ј№' UįlfS ■Ίί : v Marketing Research and Information Systems The Importance of Marketing Research The Marketing Research Process 143 142 Locating and Defining Problems or Research Issues 143 Designing the Research Project 144 Collecting Data 145 Interpreting Research Findings 154 Reporting Research Findings 155 Using Technology to Improve Marketing Information Gathering and Analysis 156 Marketing Information Systems 156 Databases 157 Marketing Decision Support Systems 159 The Internet and Online Information Services 159 issues in Marketing Research 160 The Importance of Ethical Marketing Research 160 International Issues in Marketing Research 160 ■ BUILDING CUSTOMER RELATIONSHIPS Unearth Marketing Secrets 153 В TECH*KNOW C opyright © H oughton Mifflin Com pany. All rights reserv ed . 169 Requirements of a Market 169 Types of Markets 169 Target Market Selection Process 170 Step 1 : Identify the Appropriate Targeting Strategy 170 Undifferentiated Strategy 171 Concentrated Strategy Through Market Segmentation 172 Differentiated Strategy Through Market Segmentation 173 Step 2: Determine Which Segmentation Variables to Use 174 Variables for Segmenting Consumer Markets 174 Variables for Segmenting Business Markets 183 Step 3: Develop Market Segment Profiles
184 Step 4: Evaluate Relevant Market Segments 185 Sales Estimates 185 Mining Data Anthropologists 158 Video Case 6.1 IRI Provides Marketing Research Data from Multiple Sources 164 Case 6.2 A Look-Look at Youth Trends Target Markets: Segmentation and Eualuation What Are Markets? 140 165 167 Competitive Assessment 186 Cost Estimates 186 Step 5: Select Specific Target Markets Developing Sales Forecasts 187 Executive Judgment 188 Surveys 188 Time Series Analysis 189 Regression Analysis 189 Market Tests 189 Using Multiple Forecasting Methods 190 186 В GLOBAL MARKETING Harlem Globetrotters Target Families Around the World 176 ■ BUILDING CUSTOMER RELATIONSHIPS NASCAR Customer? 181 Who Is the Video Case 7.1 BuyandHold.com Is Bullish on Smaller Investors 192 Case 7.2 LifeSpring Targets Seniors with a Taste for Nutrition 193
Contents Consumer Buying Behauior 105 Level of Involvement and Consumer ProblemSolving Processes 197 Consumer Buying Decision Process 198 Problem Recognition 199 Information Search 200 Evaluation of Alternatives 200 Purchase 201 Postpurchase Evaluation 201 Situational Influences on the Buying Decision Process 202 Psychological Influences on the Buying Decision Process 203 Perception 203 Motives 205 Learning 206 Attitudes 207 Business Markets and Buying Behauior Business Markets 223 Producer Markets 223 Reseller Markets 224 Government Markets 225 Institutional Markets 226 Dimensions of Marketing to Business Customers 226 Characteristics of Transactions with Business Customers 227 Attributes of Business Customers 227 Primary Concerns of Business Customers 227 Methods of Business Buying 229 Types of Business Purchases 230 Demand for Business Products 230 Business Buying Decisions 232 The Buying Center 232 Personality and Self-Concept 208 Lifestyles 209 Social Influences on the Buying Decision Process 210 Roles 210 Family Influences 210 Reference Groups and Opinion Leaders 211 Social Classes 212 Culture and Subcultures 212 Ш TECH*KNOW Makeover for Online Beauty Sites 204 В MARKETING CITIZENSHIP Battling Unethical Consumer Behavior 207 • Video Case 8.1 Understanding Consumer Behavior ; Builds Sales at Build-A-Bear 218 і Case 8.2 Marketing to Women: A Lucrative Direction լ for Automakers 219 221 Stages of the Business Buying Decision Process 232 Influences on the Business Buying Decision Process 235 Using Industrial Ciassification Systems 236 Identifying Potential Business
Customers 236 Estimating Purchase Potential 238 В TECH*KNOW Digging Deeper into Buying Behavior 228 Ш GLOBAL MARKETING Developing Business in Developing Countries 235 Video Case 9.1 Oracle Meets the Challenges of Serving Business Customers 241 Case 9.2 Resellers Sweet on Jo’s Candies 242 Jj 10 Product Concepts What Is a Product? 250 Classifying Products 251 Consumer Products 251 Business Products 253 Product Line and Product Mix 248 Product Life Cycles and Marketing Strategies 255 Introduction 257 Growth 258 Maturity 258 Decline 261 C o p y rig h t © H o u g h to n M ifflin C o m p an y . All rig h ts re s e rv e d . x
Contents Product Adoption Process 262 Why Some Products Fail and Others Succeed 264 ■ BUILDING CUSTOMER RELATIONSHIPS Maturing Brand 260 В MARKETING CITIZENSHIP Product 265 11 Revitalizing a Deueloping and Managing Products Copyright © Houghton Mifflin Company. All rights reserved. Branding and Packaging Product Experience 268 Case 10.2 Schwinn: Reviving a Classic American Brand 269 Seruices Marketing 271 Product Positioning and Repositioning 286 Product Deletion 288 Organizing to Develop and Manage Products 289 ■ BUILDING CUSTOMER RELATIONSHIPS with a Woman’s Touch 275 Modifying Trucks ■ BUILDING CUSTOMER RELATIONSHIPS Quality: Longaberger Company 284 Weaving Product Video Čase ίΐ.1 Cali Cosmetics Positions Products with Olive Oil 292 Case 11.2 Can Pepsi Make Pepsi One the One? 294 295 Packaging and Marketing Strategy 312 Criticisms of Packaging 314 Labeling 314 Branding 297 Value of Branding 297 Brand Loyalty 298 Brand Equity 299 Types of Brands 301 Selecting a Brand Name 303 Protecting a Brand 304 Branding Policies 306 Co-Branding 308 Brand Licensing 309 Packaging 309 Packaging Functions 310 Major Packaging Considerations 310 13 Video Case 10.1 Playstation 2 Provides a New From a Joke to a Successful Managing Existing Products 273 Line Extensions 273 Product Modifications 274 Developing New Products 276 Idea Generation 277 Screening 277 Concept Testing 277 Business Analysis 278 Product Development 279 Test Marketing 279 Commercialization 281 Product Differentiation Through Quality, Design, and Support Services 282 Product Quality 283 Product Design and Features 285
Product Support Services 285 12 xi ■ BUILDING CUSTOMER RELATIONSHIPS Its Brand 305 И TECH*KNOW 3Com Reboots The Tricky Art of Online Co-Branding 308 Video Case 12.1 PlumpJack Winery Pours Out Cork Controversy 318 Case 12.2 Hearts on Fire: Branding the Symbol of Commitment 319 321 The Nature and Importance of Services 323 Characteristics of Services 324 Intangibility 324 Inseparability of Production and Consumption Perishability 325 Heterogeneity 326 Client-Based Relationships 326 Customer Contact 327 325 Developing and Managing Marketing Mixes for Services 328 Development of Services 329 Distribution of Services 331 Promotion of Services 332 Pricing of Services 333 Service Quality 334 Customer Evaluation of Service Quality 334 Delivering Exceptional Service Quality 336
Contents Nonprofit Marketing 338 How Is Nonprofit Marketing Different? 339 Nonprofit Marketing Objectives 340 Developing Nonprofit Marketing Strategies 340 Ξ MARKETING CITIZENSHIP Selection Services? 327 Is It Ethical to Market Sex- ■ BUILDING CUSTOMER RELATIONSHIPS USAA’s Personalized Service Keeps Customers Loyal 331 Video Case 13.1 Merrill Lynch Direct Logs on to Online Trading 344 Case 13.2 AARP Uses New Name to Reach Broader Target Market 345 fedi %լա 14 Иаткећлд Channels and Supply Chain Management The Nature of Marketing Channels 352 Marketing Channels Create Utility 353 Marketing Channels Facilitate Exchange Efficiencies 353 Marketing Channels Form a Supply Chain 354 Types of Marketing Channels 357 Channels for Consumer Products 357 Channels for Business Products 358 Multiple Marketing Channels and Channel Alliances 360 Intensity of Market Coverage 361 Intensive Distribution 361 Selective Distribution 362 Exclusive Distribution 363 Supply Chain Management 363 Channel Leadership, Cooperation, and Conflict 363 Channel Integration 366 Ulholesaling and Physical Distribution The Nature of Wholesaling 375 Services Provided by Wholesalers 376 Types of Wholesalers 377 The Nature of Physical Distribution 382 Physical Distribution Objectives 383 Functions of Physical Distribution 386 Strategic Issues in Physical Distribution 395 El GLOBAL MARKETING Markets 383 16 BetaHing m\ 350 Legal Issues in Channel Management Dual Distribution 367 Restricted Sales Territories 367 Tying Agreements 368 Exclusive Dealing 368 Refusal to Deal 368 ■ BUILDING CUSTOMER RELATIONSHIPS Using Supply
Chain Management at Barnes Noble 356 Я TECH*KNOW Office Depot Links Multiple Channels 360 Video Case 14.1 CommercialWare Powers Multiple Channels for Retailers 371 Case 14.2 Grainger Wires the Channel for Business Products 372 373 BUILDING CUSTOMER RELATIONSHIPS Critica! Coddles Customers 392 FedEx Custom Video Case 15.1 Quick International Courier Delivers iime-Sensitive Shipments 398 uase 10.Հ n . "v?!'lv,aU Competes Using Efficient, Low est Physical Distribution 399 Selecting Distributors for Global 401 The Nature of Retailing 403 Major Types of Retail Stores 404 General-Merchandise Retailers 404 Specialty Retailers 409 367 Nonstore Retailing 410 Direct Selling 411 Direct Marketing 411 Automatic Vending 414 C o p y rig h t © H o u g h to n M itilin C o m p a n y . A ll r ig h ts r e s e r v e d . xii
Contents Franchising 414 В TECH*KNOW Major Types of Retail Franchises 415 Advantages and Disadvantages of Franchising Strategic Issues in Retailing В 416 in Bloom The Nature of Integrated Marketing Communications 434 The Role of Promotion 435 Promotion and the Communication Process 437 Objectives of Promotion 439 C opyright © H oughton Mifflin Company. All rig h ts reserv ed . The Promotion Mix 442 443 432 Characteristics of the Product 449 Costs and Availability of Promotional Methods Push and Pull Channel Policies 450 Criticisms and Defenses of Promotion Ш MARKETING CITIZENSHIP 435 Ш TECH*KNOW Cause Branding at Timberland Guerilla Marketing with Buddy Lee 445 Messages 455 Case 17.2 PETsMART: Reinforcing the Bond Between Humans and Their Pets 457 447 448 Hduertising and Public Relations The Nature and Types of Advertising Developing an Advertising Campaign 451 Video Case 17.1 Brainshark Enhances Promotional Promotional Resources, Objectives, and Policies Characteristics of the Target Market 448 18 449 Is Promotion Deceptive? 451 Does Promotion Increase Prices? 451 Does Promotion Create Needs? 452 Does Promotion Encourage Materialism? 452 Does Promotion Help Customers Without Costing Too Much? 452 Should Potentially Harmful Products Be Promoted? 452 Advertising 443 Personal Selling 444 Public Relations 445 Sales Promotion 446 Selecting Promotion Mix Elements 425 Case 16.2 Whole Foods Grows Up 426 Integrated Marketing Communications Create Awareness 439 Stimulate Demand 440 Encourage Product Trial 441 Identify Prospects 441 Retain Loyal Customers 441 Facilitate Reseller
Support 442 Combat Competitive Promotional Efforts Reduce Sales Fluctuations 442 404 Country-by-Country Differences in Video Case 16.1 1-800-Flowers Keeps Its Business Location of Retail Stores 416 Retail Positioning 419 Store Image 419 Scrambled Merchandising 421 The Wheel of Retailing 421 17 How Stores Are Battling Önüne Rivals GLOBAL MARKETING Online Shopping 413 416 xiii 461 462 Identifying and Analyzing the Target Audience 462 Defining the Advertising Objectives 463 Creating the Advertising Platform 463 Determining the Advertising Appropriation 464 Developing the Media Plan 466 Creating the Advertising Message 468 45Q Executing the Campaign 474 Evaluating Advertising Effectiveness 475 Who Develops the Advertising Campaign? Public Relations 477 Public Relations Tools 477 Evaluating Public Relations Effectiveness 480 Dealing with Unfavorable Public Relations 481 476
Contents ■ BUILDING CUSTOMER RELATIONSHIPS Advertising? 467 Is Sex Effective in 474 Video Case 18.1 The Ups and Downs of Dot-Com Advertising 484 Case 18.2 Microsoft: Crafting Image Through Public Relations 19 Personal Selling and Sales Promotion The Nature of Personal Selling 489 Elements of the Personal Selling Process Prospecting 490 Preapproach 490 Approach 491 Making the Presentation 491 Overcoming Objections 492 Closing the Sale 492 Following Up 492 Types of Salespeople 492 Order Getters 492 Order Takers 493 Support Personnel 493 Management of the Sales Force 494 Establishing Sales Force Objectives 494 Determining Sales Force Size 495 Recruiting and Selecting Salespeople 495 Training Sales Personnel 496 Compensating Salespeople 497 Motivating Salespeople 498 490 485 48?_ _ Managing Sales Territories 500 Controlling and Evaluating Sales Force Performance 500 The Nature of Sales Promotion 501 Sales Promotion Opportunities and Limitations 502 Sales Promotion Methods 502 Consumer Sales Promotion Methods 503 Trade Sales Promotion Methods 507 В BUILDING CUSTOMER RELATIONSHIPS Builds Share for McDonald's 501 Ξ GLOBAL MARKETING Work 505 Sales Promotion Global Marketers Put Sampling to Video Case 19.1 Selling Bicycles and More at I Wheelworks 511 Case 19.2 Sales Promotion Puts the Fizz into Dr ¡¿Pepper 512 feThe^AmericanDairy,lndustry:;Got;Promotion?M514 20 Pricing Concepts SIB The Nature of Price 520 Terms Used to Describe Price 520 The Importance of Price to Marketers 520 Price and Nonprice Competition 521 Price Competition 521 Nonprice
Competition 522 Analysis of Demand 523 The Demand Curve 523 Demand Fluctuations 525 Assessing Price Elasticity of Demand 525 Demand, Cost, and Profit Relationships Marginal Analysis 526 Breakeven Analysis 529 526 Factors Affecting Pricing Decisions 530 Organizational and Marketing Objectives 530 Types of Pricing Objectives 530 Costs 531 Other Marketing Mix Variables 531 Channel Member Expectations 533 Customers’ Interpretation and Response 533 Competition 534 Legal and Regulatory Issues 535 Pricing for Business Markets 536 Price Discounting 536 Geographic Pricing 538 Transfer Pricing 538 ] r ig h ts r e s e r v e d . New Takes on Television Advertising AU 3 TECH*KNOW C o p y rig h t © H o u g h to n M ifflin C o m p a n y . xiv
Contents ■ BUILDING CUSTOMER RELATIONSHIPS Build e-Loyalty? 522 Bí MARKETING CITIZENSHIP Prices 532 21 Setting Prices Do Low Prices Protecting Brand Name Drug XV Video Case 20.1 JetBlue’s Flight Plan for Profitability 541 Case 20.2 Priceline.com Lets Online Customers Set Prices 543 545 Development of Pricing Objectives 547 Survival 548 Profit 548 Return on Investment 548 Market Share 548 Cash Flow 549 Status Quo 549 Product Quality 549 Assessment of the Target Market’s Evaluation of Price 550 Evaiuation of Competitors’ Prices 550 Selection of a Basis for Pricing 551 Cost-Based Pricing 551 Demand-Based Pricing 552 Competition-Based Pricing 553 Selection of a Pricing Strategy 553 Differential Pricing 554 New-Product Pricing 556 Product-Line Pricing 557 Psychological Pricing 558 Professional Pricing 561 Promotional Pricing 561 Determination of a Specific Price В GLOBAL MARKETING 555 ¡3 TECH*KNOW 563 De Beers Polishes Prestige Pricing Using Software to Set Prices 563 Video Case 21.1 VIPdesk.com: At Your Service at a Reasonable Price 566 Case 21.2 Apple iMac: Byting into Pricing 567 1 Copyright © Houghton Mifflin Company. AII rights reserved. potlig 22 Marketing Implementation and Control The Marketing Implementation Process 574 Problems in Implementing Marketing Activities 575 Components of Marketing Implementation 576 Approaches to Marketing Implementation 577 Organizing Marketing Activities 581 The Role of Marketing in an Organization’s Structure 581 Alternatives for Organizing the Marketing Unit 583 Implementing Marketing Activities 584 Motivating Marketing Personnel 584
Communicating Within the Marketing Unit 586 Coordinating Marketing Activities 587 Establishing a Timetable for Implementation 587 Controlling Marketing Activities 588 Establishing Performance Standards 588 572 Evaluating Actual Performance 589 Taking Corrective Action 590 Problems in Controlling Marketing Activities 590 Methods of Evaluating Performance 590 Sales Analysis 591 Marketing Cost Analysis 592 The Marketing Audit 593 ■ BUILDING CUSTOMER RELATIONSHIPS Great Harvest Bread Company Grows Through Learning Relationships 578 В BUILDING CUSTOMER RELATIONSHIPS Evaluating and Motivating Marketing Personnel with 360° Feedback 585 Video Case 22.1 The AOL Time Warner Merger 597 Case 22.2 Amtrak Rides into the Twenty-First Century 599
Marketing ол the totemet 601 The Dynamic Nature of Electronic Marketing 603 Basic Characteristics of Electronic Marketing 606 Addressability 606 Interactivity 607 Memory 608 Control 609 Accessibility 609 Digitalization 610 e-Marketing Strategy 611 Target Markets 611 Product Considerations 614 24 Appendi« A Mexico’s PRI Party Woos Younger Voters 617 Ш MARKETING CITIZENSHIP TRUSTe: “Building a Web You Can Believe In” 621 Video Case 23.1 4SURE.com Targets B2B Customers 625 Case 23.2 Napster: Copyright Infringement or Technological Breakthrough? 626 1 631 Careers in Marketing fl-1 Changes in the Workplace A-1 Career Choices Are Major Life Choices A-1 Personal Factors Influencing Career Choices A-1 Job Search Activities A-2 Planning and Preparation A-4 The Résumé A-4 The Job Interview A-6 After the Interview A-7 After the Hire A-7 Types of Marketing Careers A-8 Marketing Research A-8 Sales A-9 Industrial Buying A-10 Public Relations A-ll Distribution Management A-12 Product Management A-12 Advertising A-13 Retail Management A-14 Direct Marketing A-14 e-Marketing and Customer Relationship Management Financial Analysis in Marketing B-t The Income Statement ΒΊ Performance Ratios B-3 Operating Ratios B-4 Inventory Turnover Rate B-6 Return on Investment B-6 Appendi« C В GLOBAL MARKETING ш е-НаткеІііщ Appendi« В 619 r ig h ts r e s e r v e d . lMÉÉäig.№g. Distribution Considerations 615 Promotion Considerations 616 Pricing Considerations 619 Legal and Ethical Issues in e-Marketing Sample Marketing Plan C-1 Glossary G-l Box Sources G-l 6 Notes G-20 Credits G-38 Name Index 1-І
Organization Index 1-6 Subject Index 1-18 Price Calculations B-7 Markups B-7 Markdowns B-8 Discussion and Review Questions AU 23 Contents B-9 C o p y rig h t © H o u g h to n M ifflin C o m p a n y . xvi |
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| spelling | Pride, William M. Verfasser (DE-588)170564193 aut Marketing concepts and strategies William M. Pride, Texas A & M University, O.C. Ferrell, Colorado State University twelfth edition Boston, MA Hougthon Mifflin Company 2003 © 2003 xxvii, 630, A-15, B-9, C-11, G-40, I-29 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s DE-604 Ferrell, O. C. 1943- Verfasser (DE-588)124804926 aut Digitalisierung UB Bamberg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032536496&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Pride, William M. Ferrell, O. C. 1943- Marketing concepts and strategies Marketing (DE-588)4037589-4 gnd |
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| title | Marketing concepts and strategies |
| title_auth | Marketing concepts and strategies |
| title_exact_search | Marketing concepts and strategies |
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| title_full | Marketing concepts and strategies William M. Pride, Texas A & M University, O.C. Ferrell, Colorado State University |
| title_fullStr | Marketing concepts and strategies William M. Pride, Texas A & M University, O.C. Ferrell, Colorado State University |
| title_full_unstemmed | Marketing concepts and strategies William M. Pride, Texas A & M University, O.C. Ferrell, Colorado State University |
| title_short | Marketing |
| title_sort | marketing concepts and strategies |
| title_sub | concepts and strategies |
| topic | Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing |
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