Marketing (with InfoTrac),9780324221558

Marketing (with InfoTrac)

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Edition: 8th
ISBN13: 9780324221558
ISBN10: 032422155X
Format: Hardcover
Pub. Date: 2005-01-05
Publisher(s): South-Western College Pub
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Summary

The exciting new edition of Marketing continues the established tradition of adding value far beyond the expectations of learners. Extensive research has been done to ensure this edition provides a comprehensive, up-to-the-minute introduction to the field of marketing. Key principles are illustrated by hundreds of fresh, new examples, while the latest concepts and theories are covered in detail with numerous illustrations. Organized around the marketing mix, this thoroughly revised text provides students with an exhilarating first introduction to the dynamic world of marketing.

Table of Contents

PART 1 The World of Marketing
1(146)
Cross-Functional Connections: Creating Customer Value Through Effective Cross-functional Interactions
2(2)
An Overview of Marketing
4(32)
What Is Marketing?
6(1)
The Concept of Exchange
6(1)
Marketing Management Philosophies
7(2)
Production Orientation
7(1)
Sales Orientation
7(1)
Market Orientation
8(1)
Societal Marketing Orientation
9(1)
Differences Between Sales and Marketing Orientations
9(8)
The Organization's Focus
10(1)
Customer Value
11(1)
Customer Satisfaction
12(1)
Building Relationships
12(2)
The Firm's Business
14(1)
Those to Whom the Product Is Directed
15(1)
The Firm's Primary Goal
16(1)
Tools the Organization Uses to Achieve Its Goals
17(1)
A Word of Caution
17(1)
Why Study Marketing?
17(2)
Marketing Plays an Important Role in Society
17(1)
Marketing Is Important to Business
18(1)
Marketing Offers Outstanding Career Opportunities
18(1)
Marketing Affects Your Life Every Day
18(1)
Looking Ahead
19(1)
Looking Back
20(1)
Use It Now
20(1)
Review and Applications
20(1)
Terms
21(1)
Exercises
22(1)
Entrepreneurship Case: A Noode for a New Generation
23(1)
Watch It
24(3)
Careers in Marketing Appendix
27(9)
Strategic Planning for Competitive Advantage
36(32)
The Nature of Strategic Planning
38(1)
What Is a Marketing Plan?
39(1)
Why Write a Marketing Plan?
39(1)
Marketing Plan Elements
39(1)
Writing the Marketing Plan
40(1)
Defining the Business Mission
41(1)
Setting Marketing Plan Objectives
42(1)
Conducting a Situation Analysis
43(1)
Competitive Advantage
44(3)
Cost Competitive Advantages
44(1)
Product/Service Differentiation Competitive Advantage
45(1)
Niche Competitive Advantage
46(1)
Building Sustainable Competitive Advantage
46(1)
Strategic Directions
47(3)
Strategic Alternatives
48(1)
Selecting a Strategic Alternative
49(1)
Describing the Target Market
50(1)
Target Market Strategy
50(1)
The Marketing Mix
51(2)
Product Strategies
52(1)
Place (Distribution) Strategies
52(1)
Promotion Strategies
52(1)
Pricing Strategies
53(1)
Following Up on the Marketing Plan
53(2)
Implementation
53(1)
Evaluation and Control
54(1)
Effective Strategic Planning
55(1)
Looking Back
55(1)
Use It Now
56(1)
Review and Applications
56(3)
Terms
59(1)
Exercises
60(1)
Entrepreneurship Case: Cirque du Soleil, The Fire Within
61(1)
Watch It
62(2)
Marketing Plan Appendix
64(4)
Social Responsibility, Ethics, and the Marketing Environment
68(38)
Corporate Social Responsibility
70(1)
Ethical Behavior in Business
71(2)
Morality and Business Ethics
72(1)
Ethical Decision Making
73(2)
Ethical Guidelines
73(2)
The External Marketing Environment
75(1)
Understanding the External Environment
76(1)
Environmental Management
76(1)
Social Factors
77(3)
American Values
77(1)
The Growth of Component Lifestyles
78(1)
The Changing Role of Families and Working Women
79(1)
Demographic Factors
80(3)
Generation Y
80(1)
Generation X
81(1)
Baby Boomers: America's Mass Market
82(1)
Older Consumers: Not Just Grandparent
82(1)
Americans on the Move
83(1)
Growing Ethnic Markets
83(4)
Marketing to African Americans
84(1)
Marketing to Hispanic Americans
84(1)
Marketing to Asian Americans
85(1)
Ethnic and Cultural Diversity
86(1)
Economic Factors
87(3)
Rising Incomes
87(1)
Purchasing Power
88(1)
Inflation
89(1)
Recession
89(1)
Technological Factors
90(1)
Political and Legal Factors
91(3)
Federal Legislation
91(2)
State Laws
93(1)
Regulatory Agencies
93(1)
Competitive Factors
94(2)
Competition for Market Share and Profits
94(1)
Global Competition
95(1)
The Impact of Terrorism on Business
95(1)
Looking Back
96(1)
Use It Now
97(1)
Review and Applications
97(3)
Terms
100(1)
Exercises
101(1)
Entrepreneurship Case: Rock Star Games: Caught in Their Own Vice
102(1)
Watch It
103(3)
Developing a Global Vision
106(41)
Rewards of Global Marketing
108(3)
Importance of Global Marketing to the United States
109(1)
The Fear of Trade and Globalization
109(1)
Benefits of Globalization
110(1)
The Impact of Terrorism on Global Trade
111(1)
Multinational Firms
111(3)
Global Marketing Standardization
113(1)
External Environment Facing Global Marketers
114(9)
Culture
115(1)
Economic and Technological Development
116(1)
Political Structure and Actions
116(5)
Demographic Makeup
121(1)
Natural Resources
122(1)
Global Marketing by the Individual Firm
123(5)
Exporting
123(1)
Licensing
124(2)
Contract Manufacturing
126(1)
Joint Venture
126(1)
Direct Investment
127(1)
The Global Marketing Mix
128(7)
Product and Promotion
128(3)
Place (Distribution)
131(2)
Pricing
133(2)
The Impact of the Internet
135(1)
Looking Back
136(1)
Use It Now
136(2)
Review and Applications
138(1)
Terms
139(1)
Exercises
140(1)
Entrepreneurship Case: MTV: Rocking the World One Nation At a Time
141(1)
Watch It
142(2)
Part 1 Closing
144(3)
Marketing Miscues: Scholastic Stumbles, Even with Market Access
144(1)
Critical Thinking Case: Vivendi Universal Games: Theft of Source Code for Half-Life 2
145(1)
Cross-Functional Connections Solutions
146(1)
PART 2 Analyzing Marketing Opportunities
147(156)
Cross-Functional Connections: Information Integration Facilitates Market Knowledge
148(2)
Consumer Decision Making
150(44)
The Importance of Understanding Consumer Behavior
152(1)
The Consumer Decision-Making Process
152(7)
Need Recognition
152(2)
Information Search
154(2)
Evaluation of Alternatives and Purchase
156(1)
Postpurchase Behavior
157(2)
Types of Consumer Buying Decisions and Consumer Involvement
159(3)
Factors Determining the Level of Consumer Involvement
160(1)
Marketing Implications of Involvement
161(1)
Factors Influencing Consumer Buying Decisions
162(1)
Cultural Influences on Consumer Buying Decisions
163(7)
Culture and Values
163(3)
Understanding Culture Differences
166(1)
Subculture
166(2)
Social Class
168(2)
Social Influences on Consumer Buying Decisions
170(5)
Reference Groups
170(2)
Opinion Leaders
172(1)
Family
173(2)
Individual Influences on Consumer Buying Decisions
175(4)
Gender
176(1)
Age and Family Life-Cycle Stage
176(1)
Personality, Self-Concept, and Lifestyle
177(2)
Psychological Influences on Consumer Buying Decisions
179(8)
Perception
179(3)
Motivation
182(1)
Learning
183(2)
Beliefs and Attitudes
185(2)
Looking Back
187(1)
Use It Now
188(1)
Review and Applications
188(2)
Terms
190(1)
Exercises
191(1)
Entrepreneurship Case: Bucking the Trend: Is ``Family'' the Next Theme Restaurant?
192(1)
Watch It
193(1)
Business Marketing
194(28)
What Is Business Marketing?
196(1)
Business Marketing on the Internet
196(3)
Three Illustrations
197(1)
Potential Unrealized
198(1)
Relationship Marketing and Strategic Alliances
199(3)
Strategic Alliances
200(1)
Relationships in Other Cultures
201(1)
Major Categories of Business Customers
202(2)
Producers
202(1)
Resellers
202(1)
Governments
203(1)
Institutions
204(1)
The North American Industry Classification System
204(2)
Business versus Consumer Markets
206(3)
Demand
206(1)
Purchase Volume
207(1)
Number of Customers
207(1)
Location of Buyers
208(1)
Distribution Structure
208(1)
Nature of Buying
208(1)
Nature of Buying Influence
208(1)
Type of Negotiations
208(1)
Use of Reciprocity
208(1)
Use of Leasing
209(1)
Primary Promotional Method
209(1)
Types of Business Products
209(3)
Major Equipment
209(1)
Accessory Equipment
210(1)
Raw Materials
210(1)
Component Parts
210(1)
Processed Materials
211(1)
Supplies
211(1)
Business Services
211(1)
Business Buying Behavior
212(4)
Buying Centers
212(1)
Evaluative Criteria
213(1)
Buying Situations
214(1)
Business Ethics
215(1)
Customer Service
215(1)
Looking Back
216(1)
Use It Now
216(1)
Review and Applications
216(2)
Terms
218(1)
Exercises
219(1)
Entrepreneurship Case: The Segway Company: Reinventing the Wheel
220(1)
Watch It
220(2)
Segmenting and Targeting Markets
222(38)
Market Segmentation
224(1)
The Importance of Market Segmentation
225(1)
Criteria for Successful Segmentation
225(1)
Bases for Segmenting Consumer Markets
226(11)
Geographic Segmentation
226(1)
Demographic Segmentation
227(6)
Psychographic Segmentation
233(2)
Benefit Segmentation
235(1)
Usage-Rate Segmentation
236(1)
Bases for Segmenting Business Markets
237(1)
Company Characteristics
237(1)
Buying Processes
237(1)
Customer Relationship
238(1)
Steps in Segmenting a Market
238(1)
Strategies for Selecting Target Markets
239(4)
Undifferentiated Targeting
240(1)
Concentrated Targeting
241(1)
Multisegment Targeting
242(1)
One-to-One Marketing
243(1)
Forces Influencing One-to-One Marketing
244(3)
Increasing Diversity
244(1)
More Demanding, Time-Poor Consumers
244(1)
Decreasing Brand Loyalty
245(1)
Emergence of New Media Alternatives
245(1)
Demand for Accountability
246(1)
How Have These Trends Influenced One-to-One Marketing
246(1)
Privacy Concerns with One-to-One Marketing
247(2)
Positioning
249(3)
Perceptual Mapping
249(1)
Positioning Bases
250(1)
Repositioning
251(1)
Looking Back
252(1)
Use It Now
253(1)
Review and Applications
253(3)
Terms
256(1)
Exercises
256(1)
Entrepreneurship Case: Viva Las Vegas
257(1)
Watch It
258(2)
Decision Support Systems and Marketing Research
260(43)
Marketing Decision Support Systems
262(1)
The Role of Marketing Research
263(3)
Management Uses of Marketing Research
263(3)
Steps in a Marketing Research Project
266(16)
Secondary Data
267(1)
The New Age of Secondary Information: The Internet
268(2)
Planning the Research Design and Gathering Primary Data
270(7)
Specifying the Sampling Procedures
277(2)
Collecting the Data
279(1)
Analyzing the Data
279(2)
Preparing and Presenting the Report
281(1)
Following Up
282(1)
The Profound Impact of the Internet on Marketing Research
282(7)
Advantages of Internet Surveys
283(2)
Uses of the Internet by Marketing Researchers
285(4)
Scanner-Based Research
289(1)
When Should Marketing Research Be Conducted?
289(1)
Competitive Intelligence
290(2)
Sources of Competitive Intelligence
291(1)
Looking Back
292(1)
Use It Now
292(1)
Review and Applications
292(3)
Terms
295(1)
Exercises
295(1)
Entrepreneurship Case: Cool and How to Find It: Look-Look
296(1)
Watch It
297(3)
Part 2 Closing
300(3)
Marketing Miscues: Remembering the Alamo May Be Painful for Disney
300(1)
Critical Thinking Case: Tall Magazine Debuts to the Vertically Gifted Crowd
301(1)
Cross-Functional Connections Solutions
302(1)
PART 3 Product Decisions
303(86)
Cross-Functional Connections: Crossing Functional Lines in Speeding Products to Market
304(2)
Product Concepts
306(26)
What Is a Product?
308(1)
Types of Consumer Products
308(2)
Convenience Products
308(1)
Shopping Products
309(1)
Specialty Products
310(1)
Unsought Products
310(1)
Product Items, Lines and Mixes
310(4)
Adjustment to Product Items, Lines, and Mixes
312(2)
Branding
314(6)
Benefits of Branding
314(2)
Branding Strategies
316(3)
Trademarks
319(1)
Packaging
320(4)
Packaging Functions
320(3)
Labeling
323(1)
Universal Product Codes
323(1)
Global Issues in Branding and Packaging
324(1)
Branding
324(1)
Packaging
324(1)
Product Warranties
325(1)
Looking Back
325(1)
Use It Now
326(1)
Review and Applications
326(2)
Terms
328(1)
Exercises
328(1)
Entrepreneurship Case: Finally a Garage Band that Really Rocks
329(1)
Watch It
330(2)
Developing and Managing Products
332(28)
The Importance of New Products
334(1)
Categories of New Products
334(1)
The New-Product Development Process
335(9)
New-Product Strategy
335(1)
Idea Generation
336(1)
Idea Screening
337(1)
Business Analysis
338(1)
Development
339(1)
Test Marketing
340(2)
Commercialization
342(2)
Global Issues in New-Product Development
344(2)
The Spread of New Products
346(2)
Diffusion of Innovation
346(1)
Product Characteristics and the Rate of Adoption
347(1)
Marketing Implications of the Adoption Process
348(1)
Product Life Cycles
348(5)
Introductory Stage
349(1)
Growth Stage
350(1)
Maturity Stage
350(1)
Decline Stage
351(2)
Implications for Marketing Management
353(1)
Looking Back
353(1)
Use It Now
353(1)
Review and Applications
354(1)
Terms
355(1)
Exercises
355(1)
Entrepreneurship Case: Valvoline: Coming to a Pep Rally Near You
356(1)
Watch It
357(3)
Services and Nonprofit Organization Marketing
360(29)
The Importance of Services
362(1)
How Services Differ from Goods
363(1)
Intangibility
363(1)
Inseparability
363(1)
Heterogeneity
364(1)
Perishability
364(1)
Service Quality
364(3)
The Gap Model of Service Quality
365(2)
Marketing Mixes for Services
367(5)
Product (Service) Strategy
367(2)
Place (Distribution) Strategy
369(1)
Promotion Strategy
370(1)
Price Strategy
370(2)
Relationship Marketing in Services
372(2)
Internal Marketing in Service Firms
374(1)
Global Issues in Services Marketing
375(1)
Nonprofit Organization Marketing
375(5)
What Is Nonprofit Organization Marketing?
376(1)
Unique Aspects of Nonprofit Organization Marketing Strategies
376(4)
Looking Back
380(1)
Use It Now
380(1)
Review It
380(2)
Terms
382(1)
Exercises
382(1)
Entrepreneurship Case: Cast in the Leading Role: Playbill Shines
383(1)
Watch It
384(2)
Part 3 Closing
386(3)
Marketing Miscues: The Boston Ballet Gets Evicted
386(1)
Critical Thinking Case: Twister Moves-The Cool Hip Dance Version of the Classic Game of Twister
387(1)
Cross-Functional Solutions
388(1)
PART 4 Distribution Decisions
389(86)
Cross-Functional Connections: Cross-Functional Collaboration in Managing Distribution
390(2)
Marketing Channels and Supply Chain Management
392(42)
Marketing Channels
394(3)
Providing Specialization and Division of Labor
394(1)
Overcoming Discrepancies
394(1)
Providing Contact Efficiency
395(2)
Channel Intermediaries and Their Functions
397(2)
Channel Functions Performed by Intermediaries
398(1)
Channel Structures
399(5)
Channels for Consumer Products
400(1)
Channels for Business and Industrial Products
401(1)
Alternative Channel Arrangements
402(2)
Supply Chain Management
404(2)
Benefits of Supply Chain Management
405(1)
Making Channel Strategy Decisions
406(4)
Factors Affecting Channel Choice
406(2)
Levels of Distribution Intensity
408(2)
Managing Channel Relationships
410(2)
Channel Power, Control, and Leadership
410(1)
Channel Conflict
410(2)
Channel Partnering
412(6)
Managing the Logistical Components of the Supply Chain
412(1)
Sourcing and Procurement
413(1)
Production Scheduling
413(2)
Order Processing
415(1)
Inventory Control
415(2)
Warehousing and Materials-Handling
417(1)
Transportation
417(1)
Trends in Supply Chain Management
418(2)
Advanced Computer Technology
418(1)
Outsourcing Logistics Functions
419(1)
Electronic Distribution
420(1)
Channels and Distribution Decisions for Global Markets
420(3)
Developing Global Marketing Channels
420(2)
Global Logistics and Supply Chain Management
422(1)
Channels and Distribution Decisions for Services
423(2)
Looking Back
425(1)
Use It Now
425(1)
Review and Applications
426(3)
Terms
429(1)
Exercises
429(2)
Entrepreneurship Case: CarsDirect.com: Driving Car Buyers to the Internet
431(1)
Watch It
432(1)
Still Shaky
433(1)
Retailing
434(41)
The Role of Retailing
436(1)
Classification of Retail Operations
437(1)
Ownership
437(1)
Level of Service
437(1)
Product Assortment
437(1)
Price
438(1)
Major Types of Retail Operations
438(7)
Department Stores
438(1)
Specialty Stores
439(1)
Supermarkets
439(2)
Drugstores
441(1)
Convenience Stores
441(1)
Discount Stores
441(3)
Restaurants
444(1)
Nonstore Retailing
445(6)
Automatic Vending
445(1)
Direct Retailing
446(1)
Direct Marketing
447(1)
Electronic Retailing
448(3)
Franchising
451(2)
Retail Marketing Strategy
453(10)
Defining a Target Market
453(1)
Choosing the Retailing Mix
454(9)
New Developments in Retailing
463(1)
Interactivity
463(1)
M-commerce
463(1)
Looking Back
464(1)
Use It Now
464(1)
Review and Applications
464(2)
Terms
466(1)
Exercises
467(1)
Entrepreneurship Case: Best Buy Gives a Whole New Meaning to ``Thousands of Possiblities. Get Yours.''
468(4)
Part 4 Closing
472(3)
Marketing Miscues: Comic Book Distribution Methods Define (and Shrink) Audience
472(1)
Critical Thinking Case: Hollywood Refuses easy Cinema's Distribution Request
473(1)
Cross-Functional Solutions
474(1)
PART 5 Promotion Decisions
475(106)
Cross-Functional Connections: Integrating Marketing Communications for Increased Firm Value
476(2)
Integrated Marketing Communications
478(30)
The Role of Promotion in the Marketing Mix
480(1)
The Promotional Mix
481(3)
Advertising
481(1)
Public Relations
481(2)
Sales Promotion
483(1)
Personal Selling
484(1)
Marketing Communication
484(5)
The Communication Process
485(3)
The Communication Process and the Promotional Mix
488(1)
The Goals and Tasks of Promotion
489(2)
Informing
489(1)
Persuading
490(1)
Reminding
490(1)
Promotional Goals and the AIDA Concept
491(3)
AIDA and the Promotional Mix
492(2)
Factors Affecting the Promotional Mix
494(4)
Nature of the Product
494(1)
Stage in the Product Life Cycle
495(1)
Target Market Characteristics
496(1)
Type of Buying Decision
496(1)
Available Funds
496(1)
Push and Pull Strategies
497(1)
Integrated Marketing Communications
498(1)
Looking Back
499(1)
Use It Now
499(1)
Review and Applications
500(2)
Terms
502(1)
Exercises
502(2)
Entrepreneurship Case: Nantucket Nectars: Blending Marketing Methods for a Juicy Success
504(1)
Watch It
505(3)
Advertising and Public Relations
508(34)
The Effects of Advertising
510(2)
Advertising and Market Share
510(1)
The Effects of Advertising on Consumers
511(1)
Major Types of Advertising
512(3)
Institutional Advertising
512(1)
Product Advertising
512(3)
Creative Decisions in Advertising
515(6)
Identifying Product Benefits
516(1)
Developing and Evaluating Advertising Appeals
516(1)
Executing the Message
517(3)
Post-Campaign Evaluation
520(1)
Media Decisions in Advertising
521(9)
Media Types
522(4)
Media Selection Considerations
526(3)
Media Scheduling
529(1)
Public Relations
530(3)
Major Public Relations Tools
531(2)
Managing Unfavorable Publicity
533(1)
Looking Back
534(1)
Use It Now
535(1)
Review and Applications
535(2)
Terms
537(1)
Exercises
537(2)
Entrepreneurship Case: The Move from TV to TiVo
539(1)
Watch It
540(2)
Sales Promotion and Personal Selling
542(39)
Sales Promotion
544(1)
The Objectives of Sales Promotion
544(1)
Tools for Consumer Sales Promotion
545(7)
Coupons and rebates
546(1)
Premiums
547(1)
Loyalty Marketing Programs
548(1)
Comtests and Sweepstakes
549(1)
Sampling
549(1)
Point-of-Purchase Promotion
550(1)
Online Sales Promotion
551(1)
Tools for Trade Sales Promotion
552(1)
Personal Selling
553(1)
Relationship Selling
554(2)
Steps in the Selling Process
556(8)
Generating Leads
557(1)
Qualifying Leads
558(1)
Approaching the Customer and Probing Needs
559(2)
Developing and Proposing Solutions
561(1)
Handling Objections
562(1)
Closing the Sale
563(1)
Following Up
563(1)
Sales Management
564(7)
Defining Sales Goals and the Sales Process
565(1)
Determining the Sales Force Structure
565(1)
Recruiting and Training the Sales Force
566(1)
Compensating and Motivating the Sales Force
567(2)
Evaluating the Sales Force
569(1)
The Impact of Technology on Personal Selling
570(1)
Looking Back
571(1)
Use It Now
571(1)
Review and Applications
571(3)
Terms
574(1)
Exercises
574(1)
Entrepreneurship Case: Varsity Group: The Campus Bookstore Alternative
575(1)
Watch It
576(2)
Part 5 Closing
578(3)
Marketing Miscues: Who's On First? Not Spiderman!
578(1)
Critical Thinking: Addidas Takes Human Billboards to New Heights
579(1)
Cross-Functional Solutions
580(1)
PART 6 Pricing Decisions
581(72)
Cross-Functional Connections: Pricing to Satisfy Both Internal and External Demands
582(2)
Pricing Concepts
584(34)
The Importance of Price
586(1)
What Is Price?
586(1)
The Importance of Price to Marketing Managers
586(1)
Pricing Objectives
587(4)
Profit-Oriented Pricing Objectives
587(1)
Sales-Oriented Pricing Objectives
587(3)
Status Quo Pricing Objectives
590(1)
The Demand Determinant of Price
591(6)
The Nature of Demand
591(2)
Elasticity of Demand
593(3)
The Power of Yield Management Systems
596(1)
The Cost Determinant of Price
597(6)
Markup Pricing
599(1)
Profit Maximization Pricing
600(1)
Break-Even Pricing
600(3)
Other Determinants of Price
603(7)
Stages in the Product Life Cycle
603(1)
The Competition
603(1)
Distribution Strategy
604(1)
The Impact of the Internet and Extranets
604(4)
Promotion Strategy
608(1)
Demands of Large Customers
608(1)
The Relationship of Price to Quality
608(2)
Looking Back
610(1)
Use it Now
610(1)
Review and Applications
610(3)
Terms
613(1)
Exercises
613(1)
Entrepreneurship Case: HDnet Aims to Redefine Television
614(1)
Watch It
615(3)
Setting the Right Price
618(35)
How to Set a Price on a Product
620(5)
Establish Pricing Goals
620(1)
Estimate Demand, Costs, and Profits
620(1)
Choose a Price Strategy
621(4)
The Legality and Ethics of Price Strategy
625(3)
Unfair Trade Practices
625(1)
Price Fixing
625(1)
Price Discrimination
626(1)
Predatory Pricing
626(1)
State Efforts to Drive Down Drug Prices
627(1)
Tactics for Fine-Tuning the Base Price
628(10)
Discounts, Allowances, Rebates, and Value Pricing
628(3)
Geographic Pricing
631(1)
Other Pricing Tactics
632(5)
Consumer Penalties
637(1)
Product Line Pricing
638(1)
Relationships among Products
638(1)
Joint Costs
638(1)
Pricing during Difficult Economic Times
639(4)
Inflation
639(2)
Recession
641(2)
Looking Back
643(1)
Use it Now
643(1)
Review and Applications
644(2)
Terms
646(1)
Exercises
646(1)
Entrepreneurship Case: Disconnecting Cable Channels from Pricing Bundles
647(1)
Watch It
648(2)
Part 6 Closing
650(3)
Marketing Miscues: Will Knott's Berry Farm Attract Visitors, Start a Price War or Decrease Revenue
650(1)
Critical Thinking Case: Apple Bites into Online Music Sales
651(1)
Cross-Functional Solutions
652(1)
PART 7 Technology-Driven Marketing
653(38)
Cross-Functional Connections: The Facilitating Role of Technology
654(2)
Internet Marketing
656(2)
Chapter 19 is available online at http://lamb. swlearning.com.
Customer Relationship Management (CRM)
658(33)
What Is Customer Relationship Management?
660(3)
The Customer Relationship Management Cycle
660(2)
Implementing a Customer Relationship Management System
662(1)
Identify Customer Relationships
663(2)
Understand Interactions with the Current Customer Base
665(2)
Capture Customer Data
667(1)
Store and Intergrate Data
668(2)
Indentifying the Best Customers
670(4)
Data Mining
671(3)
Leverage Customer Information
674(7)
Campaign Management
674(1)
Retaining Loyal Customers
675(1)
Cross-Selling Other Products and Services
676(1)
Designing Targeted Marketing Communications
676(1)
Reinforcing Customer Purchase Decisions
677(1)
Inducing Product Trial by New Customers
677(1)
Increasing Effectiveness of Distribution Channel Marketing
678(1)
Improving Customer Service
679(1)
Privacy Concerns and CRM
679(2)
Looking Back
681(1)
Use It Now
681(1)
Review and Applications
681(2)
Terms
683(1)
Exercises
684(1)
Entrepreneurship Case: Green Hills Farms: Beating the Big Stores One Customer at a Time
685(1)
Watch It
686(2)
Part 7 Closing
688(3)
Marketing Miscues: Google in a Trademark Struggle Over Its Keyword Ads
688(1)
Critical Thinking Case: Will Tickle, Inc., Lead the New Revolution of Internet Social Networking?
689(1)
Cross-Functional Solutions
690(1)
Glossary 691(11)
Endnotes 702(16)
Index 718

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