Preface |
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xxiii | |
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PART I MAKING MARKETING VALUE DECISIONS |
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2 | (96) |
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Welcome to the World of Marketing: Creating and Delivering Value |
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3 | (30) |
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Real People, Real Choices: Meet Jeff Taylor, a Decision Maker at Monster.com |
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3 | (1) |
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4 | (2) |
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The Who and Where of Marketing |
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5 | (1) |
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Marketing's Role in the Firm |
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5 | (1) |
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6 | (2) |
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Marketing Is About Meeting Needs |
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6 | (1) |
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Marketing Is About Creating Utility |
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7 | (1) |
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Marketing Is About Exchange Relationships |
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8 | (1) |
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8 | (3) |
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Consumer Goods and Services |
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9 | (1) |
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Business-to-Business Goods and Services |
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10 | (1) |
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10 | (1) |
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Idea, Place, and People Marketing |
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11 | (1) |
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11 | (6) |
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Value from the Customer's Perspective |
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12 | (1) |
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Value from the Seller's Perspective |
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12 | (4) |
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Value from Society's Perspective |
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16 | (1) |
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Real People, Other Voices: Advice for Monster.com |
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16 | (1) |
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17 | (5) |
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17 | (1) |
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Marketing's Tools: The Marketing Mix |
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18 | (3) |
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When did Marketing Begin? The Evolution of a Concept |
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21 | (1) |
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22 | (4) |
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22 | (1) |
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23 | (1) |
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23 | (2) |
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Real People, Real Choices: How it Worked Out at Monster.com |
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25 | (1) |
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26 | (1) |
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27 | (1) |
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28 | (2) |
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Real People, Real Surfers: Exploring the Web |
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29 | (1) |
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Marketing in Action Case: Real Choices on American Idol |
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30 | (3) |
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Strategic Planning and the Marketing Environment: The Advantage is Undeniable |
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33 | (30) |
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Real People, Real Choices: Meet Steve Battista, a Decision Maker at Under Armour, Inc. |
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33 | (1) |
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Business Planning: Seeing the Big Picture |
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34 | (1) |
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The Three Levels of Business Planning |
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35 | (2) |
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Strategic Planning: Driving a Firm's Success |
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37 | (7) |
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Step 1: Define the Mission |
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37 | (1) |
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Step 2: Evaluate the Internal and External Environment |
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38 | (1) |
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Step 3: Set Organizational or SBU Objectives |
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38 | (1) |
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Step 4: Establish the Business Portfolio |
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39 | (3) |
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Step 5: Develop Growth Strategies |
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42 | (2) |
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Real People, Other Voices: Advice for Under Armour |
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44 | (1) |
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Functional Planning: From Strategic Planning to Marketing Planning |
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44 | (4) |
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Step 1: Perform a Situation Analysis |
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45 | (1) |
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Step 2: Set Marketing Objectives |
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45 | (1) |
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Step 3: Develop Marketing Strategies |
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45 | (2) |
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Step 4: Implement Marketing Strategies |
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47 | (1) |
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Step 5: Monitor and Control Marketing Strategies |
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47 | (1) |
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Operational Planning: Day-to-Day Execution of Marketing Plans |
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48 | (1) |
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Analyzing the Environment |
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48 | (1) |
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49 | (1) |
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50 | (7) |
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50 | (1) |
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The Competitive Environment |
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50 | (2) |
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The Technological Environment |
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52 | (1) |
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52 | (3) |
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The Sociocultural Environment |
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55 | (1) |
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Real People, Real Choices: How It Worked Out at Under Armour |
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56 | (1) |
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57 | (1) |
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58 | (1) |
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58 | (2) |
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Real People, Real Surfers: Exploring the Web |
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60 | (1) |
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Marketing in Action Case: Real Choices at McDonald's |
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60 | (3) |
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Think Globally/Act Locally |
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63 | (35) |
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Real People, Real Choices: Meet Rick Roth, a Decision Maker at SweatX |
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63 | (2) |
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Welcome to the New Era of Marketing |
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65 | (1) |
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Doing it Right: Ethical Behavior in the Marketplace |
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65 | (4) |
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The High Costs of Unethical Marketplace Behavior |
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66 | (1) |
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Consumerism: Fighting Back |
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66 | (2) |
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Ethics in the Marketing Mix |
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68 | (1) |
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Doing It Right: A Focus on Social Responsibility |
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69 | (3) |
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70 | (1) |
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Serving Society: Cause Marketing |
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70 | (1) |
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Serving the Community: Promoting Cultural Diversity |
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71 | (1) |
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Playing on a Global Stage |
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72 | (4) |
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72 | (3) |
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Borders, Roadblocks, and Communities |
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75 | (1) |
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76 | (1) |
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The Global Marketing Environment |
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76 | (9) |
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76 | (3) |
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The Political and Legal Environment |
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79 | (2) |
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81 | (2) |
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Real People, Other Voices: Advice for SweatX |
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83 | (2) |
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How ``Global'' Should a Global Marketing Strategy Be? |
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85 | (2) |
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Company-Level Decisions: Choosing a Market Entry Strategy |
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85 | (2) |
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Product-Level Decisions: Choosing a Marketing Mix Strategy |
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87 | (5) |
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Standardization Versus Localization |
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87 | (4) |
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Real People, Real Choices: How it Worked Out at SweatX |
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91 | (1) |
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92 | (1) |
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93 | (1) |
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94 | (2) |
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Real People, Real Surfers: Exploring the Web |
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95 | (1) |
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Marketing in Action Case: Real Choices at Wal-Mart |
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96 | (2) |
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PART II UNDERSTANDING CONSUMERS' VALUE NEEDS |
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98 | (128) |
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Marketing Information and Research: Analyzing the Business Environment Offline and Online |
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99 | (36) |
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Real People, Real Choices: Meet Cathy Burrows, A Decision Maker at RBC Centura Bank |
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99 | (1) |
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100 | (1) |
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The Marketing Information System |
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101 | (4) |
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101 | (1) |
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102 | (1) |
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103 | (1) |
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104 | (1) |
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Marketing Decision Support Systems |
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105 | (1) |
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Searching for Gold: Data Mining |
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106 | (1) |
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Steps in the Marketing Research Process |
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107 | (18) |
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Step 1: Define the Research Problem |
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107 | (2) |
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Step 2: Determine the Research Design |
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109 | (6) |
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Step 3: Choose the Method for Collecting Primary Data |
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115 | (4) |
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Step 4: Design the Sample |
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119 | (2) |
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121 | (2) |
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Step 6: Analyze and Interpret the Data |
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123 | (1) |
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Step 7: Prepare the Research Report |
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124 | (1) |
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125 | (4) |
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125 | (1) |
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Real People, Other Voices: Advice for RBC Centura Bank |
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126 | (1) |
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Online Testing, Questionnaires, and Focus Groups |
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127 | (1) |
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Real People, Real Choices: How It Worked Out at RBC Centura Bank |
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128 | (1) |
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129 | (1) |
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130 | (1) |
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130 | (3) |
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Real People, Real Surfers: Exploring the Web |
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132 | (1) |
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Marketing in Action Case: Real Choices at Acxiom |
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133 | (2) |
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Consumer Behavior: How and Why People Buy |
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135 | (32) |
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Real People, Real Choices: Meet Daniel Grossman, a Decision Maker at Wild Planet |
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135 | (1) |
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136 | (1) |
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Steps in the Consumer Decision Process |
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137 | (7) |
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Step 1: Problem Recognition |
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139 | (1) |
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Step 2: Information Search |
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140 | (1) |
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Step 3: Evaluation of Alternatives |
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140 | (1) |
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141 | (1) |
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Step 5: Postpurchase Evaluation |
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142 | (2) |
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Internal Influences on Consumer Decisions |
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144 | (7) |
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144 | (1) |
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145 | (1) |
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146 | (1) |
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147 | (1) |
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148 | (1) |
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149 | (1) |
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150 | (1) |
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Situational Influences on Consumer Decisions |
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151 | (1) |
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151 | (1) |
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152 | (1) |
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Social Influences on Consumer Decisions |
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152 | (6) |
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152 | (2) |
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154 | (1) |
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154 | (1) |
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155 | (1) |
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Real People, Across the Hall: Advice for Wild Planet |
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156 | (1) |
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Real People, Other Voices: Advice for Wild Planet |
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157 | (1) |
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158 | (1) |
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158 | (1) |
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Consumer-To-Consumer E-Commerce |
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158 | (3) |
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Real People, Real Choices: How It Worked Out at Wild Planet |
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160 | (1) |
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161 | (1) |
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162 | (1) |
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163 | (1) |
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Real People, Real Surfers: Exploring the Web |
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164 | (1) |
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Marketing in Action Case: Real Choices at Volkswagen |
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164 | (3) |
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Business-To-Business Markets: How and Why Organizations Buy |
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167 | (28) |
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Real People, Real Choices: Meet Steve McCracken, a Decision Maker at DuPont |
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167 | (1) |
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Business Markets: Buying and Selling When Stakes are High |
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168 | (1) |
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Characteristics that Make a Difference in Business Markets |
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169 | (3) |
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170 | (1) |
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170 | (1) |
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170 | (1) |
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170 | (2) |
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Business-To-Business Demand |
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172 | (1) |
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172 | (1) |
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172 | (1) |
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173 | (1) |
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173 | (1) |
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Types of Business-To-Business Markets |
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173 | (3) |
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174 | (1) |
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174 | (1) |
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174 | (1) |
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North American Industry Classification System |
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175 | (1) |
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The Nature of Business Buying |
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176 | (5) |
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177 | (1) |
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178 | (1) |
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178 | (1) |
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Real People, Other Voices: Advice for DuPont |
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179 | (2) |
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The Business Buying Decision Process |
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181 | (4) |
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Step 1: Problem Recognition |
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181 | (1) |
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Step 2: Information Search |
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181 | (2) |
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Step 3: Evaluation of Alternatives |
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183 | (1) |
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Step 4: Product and Supplier Selection |
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183 | (1) |
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Step 5: Postpurchase Evaluation |
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184 | (1) |
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Business-To-Business E-Commerce |
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185 | (4) |
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Intranets, Extranets, and Private Exchanges |
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185 | (2) |
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187 | (1) |
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Real People, Real Choices: How It Worked Out at DuPont |
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188 | (1) |
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189 | (1) |
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190 | (1) |
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190 | (2) |
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Real People, Real Surfers: Exploring the Web |
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192 | (1) |
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Marketing in Action Case: Real Choices at Airbus |
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192 | (3) |
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Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management |
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195 | (31) |
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Real People, Real Choices: Meet Que Gaskins, a Decision Maker at Reebok |
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195 | (2) |
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Selecting and Entering a Market |
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197 | (1) |
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197 | (11) |
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Ways to Segment Consumer Markets |
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197 | (11) |
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Segmenting Business-to-Business Markets |
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208 | (1) |
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208 | (4) |
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Real People, Other Voices: Advice for Reebok |
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209 | (1) |
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Evaluating Market Segments |
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209 | (1) |
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Developing Segment Profiles |
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210 | (1) |
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Choosing a Targeting Strategy |
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210 | (2) |
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212 | (3) |
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Developing a Positioning Strategy |
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212 | (1) |
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Bringing a Product to Life: The Brand Personality |
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213 | (2) |
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Customer Relationship Management: Toward a Segment of One |
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215 | (7) |
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CRM: A New Perspective on an Old Problem |
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217 | (2) |
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219 | (1) |
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Real People, Real Choices: How it Worked Out at Reebok |
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220 | (2) |
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222 | (1) |
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223 | (1) |
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223 | (2) |
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Real People, Real Surfers: Exploring the Web |
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224 | (1) |
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Marketing in Action Case: Real Choices at JetBlue |
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225 | (1) |
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PART III CREATING THE VALUE PROPOSITION |
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226 | (135) |
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227 | (34) |
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Real People, Real Choices: Meet Eleni Rossides, a Decision Maker at Black & Decker |
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227 | (1) |
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228 | (2) |
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Layers of the Product Concept |
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230 | (2) |
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230 | (2) |
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232 | (1) |
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232 | (1) |
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232 | (5) |
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Consumer Product Classes Defined by How Long a Product Lasts |
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234 | (1) |
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Consumer Product Classes Defined by How Consumers Buy the Product |
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234 | (3) |
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It's ``New and Improved!'' Understanding Innovations |
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237 | (4) |
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The Importance of Understanding Innovations |
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238 | (1) |
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238 | (3) |
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241 | (6) |
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242 | (1) |
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Phase 2: Product Concept Development and Screening |
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242 | (1) |
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Phase 3: Marketing Strategy Development |
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243 | (1) |
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Phase 4: Business Analysis |
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243 | (1) |
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Real People, Other Voices: Advice for Black & Decker |
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244 | (1) |
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Phase 5: Technical Development |
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244 | (2) |
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246 | (1) |
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Phase 7: Commercialization |
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246 | (1) |
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Adoption and Diffusion Process |
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247 | (8) |
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Stages in a Customer's Adoption of a New Product |
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248 | (3) |
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The Diffusion of Innovations |
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251 | (2) |
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Organizational Differences Affect Adoption |
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253 | (1) |
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Real People, Real Choices: How It Worked Out at Black & Decker |
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254 | (1) |
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255 | (1) |
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256 | (1) |
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257 | (1) |
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Real People, Real Surfers: Exploring the Web |
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258 | (1) |
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Marketing in Action Case: Real Choices at VOSS Water |
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258 | (3) |
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261 | (32) |
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Real People, Real Choices: Meet Mario A. Polit, a Decision Maker at Nissan North America, Inc. |
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261 | (1) |
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Product Planning: Taking the Next Step |
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262 | (1) |
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Using Product Objectives to Decide on a Product Strategy |
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263 | (9) |
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Objectives and Strategies for Individual Products |
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264 | (1) |
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Objectives and Strategies for Multiple Products |
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265 | (3) |
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Quality as a Product Objective |
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268 | (4) |
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Marketing Throughout the Product Life Cycle |
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272 | (3) |
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272 | (2) |
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274 | (1) |
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274 | (1) |
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274 | (1) |
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Real People, Other Voices: Advice for Nissan North America, Inc. |
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275 | (1) |
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Creating Product Identity: Branding Decisions |
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275 | (7) |
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What's in a Name (or a Symbol)? |
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276 | (1) |
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The Importance of Branding |
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277 | (2) |
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279 | (3) |
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Creating Product Identity: Packaging and Labeling Decisions |
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282 | (2) |
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282 | (1) |
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Designing Effective Packaging |
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282 | (2) |
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284 | (1) |
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Organizing for Effective Product Management |
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284 | (3) |
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Management of Existing Products |
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284 | (1) |
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Organizing for New-Product Development |
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285 | (1) |
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Real People, Real Choices: How it Worked Out at Nissan North America, Inc. |
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286 | (1) |
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287 | (1) |
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288 | (1) |
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288 | (2) |
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Real People, Real Surfers: Exploring the Web |
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290 | (1) |
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Marketing in Action Case: Real Choices at Samsung |
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290 | (3) |
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Services and Other Intangibles: Marketing the Product That Isn't There |
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293 | (30) |
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Real People, Real Choices: Meet Robyn Eichenholz, a Decision Maker at One of Universal's Theme Parks in Orlando |
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293 | (1) |
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Marketing What Isn't There |
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294 | (1) |
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Does Marketing Work for Intangibles? |
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295 | (1) |
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296 | (10) |
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Characteristics of Services |
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297 | (3) |
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Classification of Services |
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300 | (1) |
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The Goods/Services Continuum |
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300 | (2) |
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Core and Augmented Services |
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302 | (1) |
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303 | (2) |
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305 | (1) |
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Providing Quality Service |
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306 | (3) |
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Dimensions of Service Quality |
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307 | (1) |
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Measuring Service Quality |
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308 | (1) |
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Strategies for Developing and Managing Services |
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309 | (1) |
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310 | (2) |
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Real People, Other Voices: Advice for One of Universal's Theme Parks in Orlando |
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311 | (1) |
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Marketing People, Places, and Ideas |
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312 | (5) |
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312 | (2) |
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314 | (1) |
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315 | (1) |
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Real People, Real Choices: How It Worked Out at One of Universal's Theme Parks in Orlando |
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315 | (2) |
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317 | (1) |
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317 | (1) |
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318 | (1) |
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Real People, Real Surfers: Exploring the Web |
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319 | (1) |
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Marketing in Action Case: Real Choices at XM Satellite Radio |
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319 | (4) |
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323 | (38) |
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Real People, Real Choices: Meet Danielle Blugrind, a Decision Maker at Taco Bell |
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323 | (1) |
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``Yes, But What Does it Cost?'' |
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324 | (1) |
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Monetary and Nonmonetary Prices |
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325 | (1) |
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Developing Pricing Objectives |
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325 | (3) |
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Sales or Market Share Objectives |
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326 | (1) |
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326 | (1) |
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Competitive Effect Objectives |
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326 | (1) |
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Customer Satisfaction Objectives |
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327 | (1) |
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Image Enhancement Objectives |
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327 | (1) |
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Estimating Demand: How Demand Influences Pricing |
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328 | (5) |
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328 | (2) |
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The Price Elasticity of Demand |
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330 | (3) |
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333 | (5) |
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333 | (2) |
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335 | (2) |
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337 | (1) |
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Evaluating the Pricing Environment |
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338 | (1) |
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338 | (1) |
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338 | (1) |
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339 | (1) |
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Choosing a Price Strategy |
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339 | (6) |
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Pricing Strategies Based on Cost |
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340 | (1) |
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Pricing Strategies Based on Demand |
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341 | (2) |
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Pricing Strategies Based on the Competition |
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343 | (1) |
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Pricing Strategies Based on Customers' Needs |
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343 | (1) |
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344 | (1) |
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Developing Pricing Tactics |
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345 | (3) |
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Pricing for Individual Products |
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345 | (1) |
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Pricing for Multiple Products |
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345 | (1) |
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Distribution-Based Pricing |
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346 | (1) |
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Discounting for Members of the Channel |
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347 | (1) |
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Pricing With Electronic Commerce |
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348 | (1) |
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Dynamic Pricing Strategies |
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348 | (1) |
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348 | (1) |
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Pricing Advantages for Online Shoppers |
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349 | (1) |
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Psychological Issues in Pricing |
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349 | (3) |
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Buyers' Pricing Expectation |
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349 | (1) |
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Psychological Pricing Strategies |
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350 | (1) |
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Real People, Other Voices: Advice for Taco Bell |
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|
351 | (1) |
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Legal and Ethical Considerations in Pricing |
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352 | (3) |
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Deceptive Pricing Practices |
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352 | (1) |
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352 | (1) |
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Illegal Business-to-Business Price Discrimination |
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353 | (1) |
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353 | (1) |
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353 | (1) |
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Real People, Real Choices: How It Worked Out at Taco Bell |
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354 | (1) |
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355 | (1) |
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356 | (1) |
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356 | (2) |
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Real People, Real Surfers: Exploring the Web |
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358 | (1) |
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Marketing in Action Case: Real Choices at the New York Mets |
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358 | (3) |
|
PART IV COMMUNICATING THE VALUE PROPOSITION |
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|
361 | (93) |
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Connecting with the Customer: Integrated Marketing Communications and Interactive Marketing |
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361 | (32) |
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Real People, Real Choices: Meet Matt Ferguson, a Decision Maker at PriceMcNabb, Inc. |
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|
361 | (1) |
|
Tailoring Marketing Communications to Customers |
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362 | (2) |
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364 | (3) |
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Encoding by the Source (the Marketer) |
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364 | (1) |
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365 | (1) |
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365 | (1) |
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|
365 | (1) |
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366 | (1) |
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366 | (1) |
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Marketing Communication Strategy and the Promotion Mix |
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367 | (5) |
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368 | (1) |
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Real People, Other Voices: Advice for Price McNabb, Inc. |
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369 | (1) |
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369 | (1) |
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370 | (2) |
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Integrated Marketing Communications |
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372 | (3) |
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|
372 | (3) |
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|
375 | (6) |
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Step 1: Identify the Target Audiences |
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|
375 | (1) |
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Step 2: Establish the Communications Objectives |
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|
375 | (2) |
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Step 3: Determine and Allocate the Marketing Communication Budget |
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|
377 | (3) |
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Step 4: Design the Promotion Mix |
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|
380 | (1) |
|
Step 5: Evaluate the Effectiveness of the Communications Program |
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381 | (1) |
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381 | (6) |
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|
382 | (1) |
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Levels of Interactive Response |
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|
383 | (1) |
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|
384 | (2) |
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Real People, Real Choices: How It Worked Out at PriceMcNabb |
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|
386 | (1) |
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|
387 | (2) |
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|
389 | (1) |
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|
389 | (2) |
|
Real People, Real Surfers: Exploring the Web |
|
|
390 | (1) |
|
Marketing in Action Case: Real Choices at Apple Computer, Inc. |
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|
391 | (2) |
|
Advertising and Public Relations |
|
|
393 | (34) |
|
Real People, Real Choices: Meet Jerry Epstein, a Decision Maker at the Zeno Group |
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|
393 | (1) |
|
Advertising: The Image of Marketing |
|
|
394 | (1) |
|
It's An Ad Ad Ad Ad World |
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|
395 | (2) |
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|
395 | (1) |
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|
396 | (1) |
|
Developing the Advertising Campaign |
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|
397 | (11) |
|
Step 1: Identify the Target Audiences |
|
|
398 | (1) |
|
Step 2: Establish Message and Budget Objectives |
|
|
398 | (1) |
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|
399 | (2) |
|
Step 4: Pretest What the Ads Will Say |
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|
401 | (1) |
|
Step 5: Choose the Media and Media Schedule |
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|
401 | (7) |
|
Step 6: Evaluate the Advertising |
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|
408 | (1) |
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|
408 | (7) |
|
Objectives of Public Relations |
|
|
410 | (1) |
|
Planning a Public Relations Campaign |
|
|
411 | (1) |
|
Public Relations Activities |
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|
411 | (4) |
|
Real People, Other Voices: Advice for the Zeno Group |
|
|
415 | (1) |
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|
415 | (3) |
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|
415 | (1) |
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|
416 | (1) |
|
Direct-Response Advertising |
|
|
417 | (1) |
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|
418 | (3) |
|
Real People, Real Choices: How It Worked Out at the Zeno Group |
|
|
419 | (2) |
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|
421 | (1) |
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|
422 | (1) |
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|
422 | (2) |
|
Real People, Real Surfers: Exploring the Web |
|
|
423 | (1) |
|
Marketing in Action Case: Real Choices at Premier Retail Networks |
|
|
424 | (3) |
|
Sales Promotion, Personal Selling, and Sales Management |
|
|
427 | (27) |
|
Real People, Real Choices: Meet Esther Ferre, a Decision Maker at IBM |
|
|
427 | (1) |
|
Advertising is not the Only Game in Town! |
|
|
428 | (1) |
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|
429 | (6) |
|
Sales Promotion Directed Toward the Trade |
|
|
429 | (2) |
|
Sales Promotion Directed Toward Consumers |
|
|
431 | (4) |
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|
435 | (9) |
|
The Role of Personal Selling |
|
|
436 | (2) |
|
Technology and Personal Selling |
|
|
438 | (1) |
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|
438 | (1) |
|
Approaches to Personal Selling |
|
|
439 | (1) |
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|
439 | (5) |
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|
444 | (6) |
|
Setting Sales Force Objectives |
|
|
444 | (1) |
|
Creating a Sales Force Strategy |
|
|
444 | (1) |
|
Recruiting, Training, and Rewarding the Sales Force |
|
|
445 | (1) |
|
Real People, Other Voices: Advice for IBM |
|
|
446 | (1) |
|
Evaluating the Sales Force |
|
|
447 | (1) |
|
Real People Across the Hall: Advice for IBM |
|
|
448 | (1) |
|
Real People, Real Choices: How It Worked Out at IBM |
|
|
449 | (1) |
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|
450 | (1) |
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|
450 | (1) |
|
|
451 | (1) |
|
Real People, Real Surfers: Exploring the Web |
|
|
452 | (1) |
|
Marketing in Action Case: Real Choices at Amazon.com |
|
|
452 | (2) |
|
PART V DELIVERING THE VALUE PROPOSITION |
|
|
454 | (73) |
|
Creating Value Through Supply Chain Management: Channels of Distribution, Logistics, and Wholesaling |
|
|
455 | (36) |
|
Real People, Real Choices: Meet Mackey McDonald, a Decision Maker at VF Corporation |
|
|
455 | (1) |
|
Place: The Final Frontier |
|
|
456 | (1) |
|
|
457 | (1) |
|
Links in the Supply Chain |
|
|
458 | (2) |
|
The Importance of Distribution: You Can't Sell What Isn't There! |
|
|
460 | (3) |
|
Functions of Distribution Channels |
|
|
460 | (2) |
|
The Internet in the Distribution Channel |
|
|
462 | (1) |
|
The Composition of Channels: Types of Wholesaling Intermediaries |
|
|
463 | (5) |
|
Real People, Other Voices: Advice for VF Corporation |
|
|
464 | (1) |
|
Independent Intermediaries |
|
|
464 | (3) |
|
Manufacturer-Owned Intermediaries |
|
|
467 | (1) |
|
Types of Distribution Channels |
|
|
468 | (4) |
|
|
468 | (2) |
|
Business-to-Business Channels |
|
|
470 | (1) |
|
Distribution Channels for Services |
|
|
471 | (1) |
|
Dual Distribution Systems |
|
|
471 | (1) |
|
|
471 | (1) |
|
Planning a Channel Strategy |
|
|
472 | (8) |
|
Step 1: Develop Distribution Objectives |
|
|
473 | (1) |
|
Step 2: Evaluate Internal and External Environmental Influences |
|
|
473 | (1) |
|
Step 3: Choose a Distribution Strategy |
|
|
474 | (3) |
|
Step 4: Develop Distribution Tactics |
|
|
477 | (3) |
|
Distribution Channels and the Marketing Mix |
|
|
480 | (1) |
|
Logistics: Implementing the Supply Chain |
|
|
480 | (5) |
|
|
480 | (1) |
|
|
481 | (3) |
|
Real People, Real Choices: How It Worked Out at VF Corporation |
|
|
484 | (1) |
|
|
485 | (1) |
|
|
486 | (1) |
|
|
486 | (2) |
|
Real People, Real Surfers: Exploring the Web |
|
|
487 | (1) |
|
Marketing in Action Case: Real Choices at Ben & Jerry's |
|
|
488 | (3) |
|
Retailing: Bricks and Clicks |
|
|
491 | (36) |
|
Real People, Real Choices: Meet Subha Ramesh, a Decision Maker at LimitedBrands |
|
|
491 | (1) |
|
Retailing: Special Delivery |
|
|
492 | (1) |
|
Retailing: A Mixed (Shopping) Bag |
|
|
492 | (6) |
|
The Evolution of Retailing |
|
|
493 | (2) |
|
The Evolution Continues: What's ``In Store'' for the Future? |
|
|
495 | (3) |
|
From Mom-and-Pop to Super Wal-Mart: Classifying Retail Stores |
|
|
498 | (5) |
|
Classifying Retailers by What They Sell |
|
|
498 | (1) |
|
Classifying Retailers by Level of Service |
|
|
498 | (1) |
|
Classifying Retailers by Merchandise Selection |
|
|
499 | (4) |
|
|
503 | (10) |
|
|
503 | (1) |
|
|
504 | (1) |
|
|
505 | (2) |
|
Benefits of B2C E-Commerce |
|
|
507 | (2) |
|
Limitations of B2C E-Commerce |
|
|
509 | (2) |
|
Real People, Other Voices: Advice for LimitedBrands |
|
|
511 | (1) |
|
Real People Across the Hall: Advice for LimitedBrands |
|
|
512 | (1) |
|
B2C's Effect on the Future of Retailing |
|
|
513 | (1) |
|
Developing a Store Positioning Strategy: Retailing as Theater |
|
|
513 | (8) |
|
|
514 | (3) |
|
Building the Theater: Store Location |
|
|
517 | (3) |
|
Real People, Real Choices: How It Worked Out at LimitedBrands |
|
|
520 | (1) |
|
|
521 | (1) |
|
|
522 | (1) |
|
|
522 | (2) |
|
Real People, Real Surfers: Exploring the Web |
|
|
524 | (1) |
|
Marketing in Action Case: Real Choices at IKEA |
|
|
524 | (3) |
Appendix A Under Armour in Action: Implementing a Marketing Plan |
|
527 | (4) |
Appendix B Sample Marketing Plan: The S&S Smoothie Company |
|
531 | (10) |
Appendix C Marketing Math |
|
541 | (10) |
Notes |
|
551 | (12) |
Glossary |
|
563 | (13) |
Credits |
|
576 | (3) |
Index |
|
579 | |