Marketing 2018, Loose-Leaf Version

✍ Scribed by William M. Pride, O. C. Ferrell

• Publisher: South-Western College Pub
• Year: 2017
• Tongue: English
• Leaves: 720
• Edition: 19
• Category: Library

✦ Synopsis

Students can purchase a low-cost loose-leaf version of the Marketing 2018 text to bundle with their MindTap course, which does include a complete eBook.

✦ Table of Contents

Brief Contents
Contents
Preface
Part 1: Marketing Strategy andCustomerRelationships
Chapter 1: An Overview of Strategic
Marketing
Marketing Insights: Airbnb Facilitates the Sharing Lodging
Experience
1-1 Defining Marketing
1-1a Marketing Focuses on Customers
1-2 Marketing Deals with Products, Distribution,
Promotion, and Price
1-2a The Product Variable
1-2b The Distribution Variable
1-2c The Promotion Variable
1-2d The Price Variable
1-3 Marketing Creates Value
1-3a Marketing Builds Relationships with Customers
and Other Stakeholders
1-4 Marketing Occurs in a Dynamic Environment
1-5 Understanding the Marketing Concept
Entrepreneurship in Marketing: Protein Bar Restaurant:
Satisfying Consumers
1-5a Evolution of the Marketing Concept
1-5b Implementing the Marketing Concept
1-6 Customer Relationship Management
1-6a Relationship Marketing
1-6b Customer Lifetime Value
Snapshot: Top Marketing Challenges
1-7 The Importance of Marketing in Our Global
Economy
1-7a Marketing Costs Consume a Sizable Portion
of Buyers’ Dollars
1-7b Marketing is Used in Nonprofit
Organizations
1-7c Marketing Is Important to Businesses
and the Economy
1-7d Marketing Fuels Our Global Economy
1-7e Marketing Knowledge Enhances Consumer
Awareness
1-7f Marketing Connects People through
Technology
1-7g Socially Responsible Marketing: Promoting
the Welfare of Customers and Stakeholders
1-7h Marketing Offers Many Exciting Career
Prospects
Going Green: Lego: Building with Bio-Plastics
Summary
Important Terms
Discussion and Review Questions
Video Case 1.1 Cruising to Success: The Tale of
New Belgium Brewing
Case 1.2 Dollar Shave Club: The Company for Men
Chapter 2 Planning, Implementing,
and Evaluating Marketing Strategies
Marketing Insights: Dressbarn Dresses Up Its Strategy
2-1 The Strategic Planning Process
2-2 Establishing Mission, Goals, and Strategies
2-2a Developing Organizational Mission
and Goals
2-2b Developing Corporate and Business-Unit
Strategies
2-3 Assessing Organizational Resources
and Opportunities
2-3a SWOT Analysis
Marketing Debate: Should Drugstores Sell Tobacco
Products
2-3b First Mover and Late-Mover Advantage
2-4 Developing Marketing Objectives and Marketing
Strategies
Going Green: Campbell Soup’s Recipe for Sustainability
and Transparency
2-4a Selecting the Target Market
2-4b Creating the Marketing Mixes
2-5 Managing Marketing Implementation
2-5a Organizing the Marketing Unit
2-5b Coordinating and Communicating
2-5c Establishing a Timetable for Implementation
2-6 Evaluating Marketing Strategies
2-6a Establishing Performance Standards
2-6b Analyzing Actual Performance
Snapshot: How much do companies spend
on marketing
Part 1: Marketing Strategy and Customer Relationships
2-6c Comparing Actual Performance with
Performance Standards and Making
Changes, If Needed
2-7 Creating the Marketing Plan
Summary
Important Terms
Discussion and Review Questions
Video Case 2.1 BoltBus Offers Affordable Transportation
for Tech-Savvy Consumers
Case 2.2 Netflix Uses Technology to Change How We
Watch Videos
Strategic Case 1 Sseko Designs: Using Marketing for Social
Impact
Part 2: Environmental Forces and Social and Ethical Responsibilities
Chapter 3: The Marketing Environment
Marketing Insights: Pepsi: A Healthier Alternative
3-1 Examining and Responding to the Marketing
Environment
3-1a Environmental Scanning and Analysis
Emerging Trends in Marketing: Making Trade Fair
3-1b Responding to Environmental Forces
3-2 Competitive Forces
3-2a Types of Competitors
3-2b Types of Competitive Structures
3-2c Monitoring Competition
3-3 Economic Forces
3-3a Economic Conditions
3-3b Buying Power
3-3c Willingness to Spend
3-4 Political Forces
3-5 Legal and Regulatory Forces
3-5a Procompetitive Legislation
3-5b Consumer Protection Legislation
3-5c Encouraging Compliance with Laws
and Regulations
3-5d Regulatory Agencies
3-5e Self-Regulatory Forces
3-6 Technological Forces
3-6a Impact of Technology
Snapshot: Consumer Ownership of Digital Devices
3-6b Adoption and Use of Technology
3-7 Sociocultural Forces
3-7a Demographic and Diversity Characteristics
Marketing Debate: Should the FDA ban trans fats from food
products
3-7b Cultural Values
3-7c Consumerism
Summary
Important Terms
Discussion and Review Questions
Video Case 3.1 Apple vs. Samsung: Gloves Are Off
Case 3.2 Volkswagen Hits a Bump in the Road
Chapter 4: Social Responsibility and Ethics
in Marketing
Marketing Insights: Starbucks Goes Grande on Job
Opportunities
4-1 The Nature of Social Responsibility
4-1a The Dimensions of Social Responsibility
4-1b Social Responsibility Issues
Going Green: The Walmart Supply Chain Goes Green
4-2 Marketing Ethics
4-2a Ethical Issues in Marketing
4-2b Ethical Dimensions of Managing
Supply Chain Relationships
4-3 The Nature of Marketing Ethics
4-3a Individual Factors
4-3b Organizational Relationships
Snapshot: How Much Time Do Employees Waste
at Work
4-3c Opportunity
Entrepreneurship in Marketing: Second City Brings Ethics
Training to Life
4-4 Improving Marketing Ethics
4-5 Incorporating Social Responsibility and Ethics
Into Strategic Planning
4-5a Social Responsibility and Ethics Improve
Marketing Performance
Summary
Important Terms
Discussion and Review Questions
Video Case 4.1 Theo Chocolate Makes a Sweet
Difference
Case 4.2 Blue Bell Creameries Moo’ves Ahead after
Listeria Crisis
Strategic Case 2 REI: An Ethical Consumer
Cooperative
Part 8: Pricing Decisions
Chapter 19: Pricing Concepts
Marketing Insights: Smells like a Rat: The Gray Market
for Luxury Perfumes
19-1 The Importance of Price in Marketing
Marketing Debate: Surge Pricing: Is
Uber Expensive
19-2 Price and Nonprice Competition
19-2a Price Competition
19-2b Nonprice Competition
19-3 Demand Curves and Price Elasticity
19-3a The Demand Curve
19-3b Demand Fluctuations
19-3c Assessing Price Elasticity of Demand
Snapshot: Family Spending on Gasoline
19-4 Demand, Cost, and Profit Relationships
19-4a Marginal Analysis
19-4b Break-Even Analysis
19-5 Factors that Affect Pricing Decisions
19-5a Organizational and Marketing
Objectives
19-5b Types of Pricing Objectives
19-5c Costs
19-5d Marketing-Mix Variables
19-5e Channel Member Expectations
19-5f Customers’ Interpretation and
Response
19-5g Competition
Emerging Trends in Marketing: Harley-Davidson ‘Light’:
The Econo Model
19-5h Legal and Regulatory Issues
19-6 Pricing for Business Markets
19-6a Price Discounting
19-6b Geographic Pricing
19-6c Transfer Pricing
Summary
Important Terms
Discussion and Review Questions
Video Case 19.1 Louis Vuitton Bags the Value
Shopper
Case 19.2 CVS: Continuous Value Strategy
Chapter 20: Setting Prices
Marketing Insights: Primark Profits from Low Prices and Fast
Fashion
20-1 Development of Pricing Objectives
20-1a Survival
20-1b Profit
20-1c Return on Investment
20-1d Market Share
20-1e Cash Flow
20-1f Status Quo
20-1g Product Quality
20-2 Assessment of the Target Market’s
Evaluation
of Price
Snapshot: More Money, More Fun at the Magic
Kingdom
20-3 Evaluation of Competitors’ Prices
20-4 Selection of a Basis for Pricing
20-4a Cost-Based Pricing
20-4b Demand-Based Pricing
Entrepreneurship in Marketing: On the Clock
at Ziferblat
20-4c Competition-Based Pricing
20-5 Selection of a Pricing Strategy
20-5a Differential Pricing
20-5b New-Product Pricing
20-5c Product-Line Pricing
20-5d Psychological Pricing
20-5e Professional Pricing
20-5f Promotional Pricing
Emerging Trends in Marketing: Millennial Homebuyers:
Are They Looking for Less, for Less
20-6 Determination of a Specific Price
Summary
Important Terms
Discussion and Review Questions
Video Case 20.1 Warby Parker Puts Affordable
Eyewear in Focus
Case 20.2 Under Armour Uses Pricing in the
Race for Market Share
Strategic Case 8 To Rent or to Own? That Is the
Question
Part 3: Marketing Research and Target Market Analysis
Chapter 5: Marketing Research and
Information Systems
Marketing Insights: SamplingLab: Marketing Research Goes
Retail
5-1 The Importance of Marketing Research
5-2 Types of Research
5-2a Exploratory Research
5-2b Conclusive Research
5-3 The Marketing Research Process
5-3a Locating and Defining Problems
or Research Issues
5-3b Designing the Research Project
5-3c Collecting Data
5-3d Interpreting Research Findings
5-3e Reporting Research Findings
Snapshot: Top 10 Challenges for Marketing
Researchers
5-4 Using Technology to Improve Marketing Information
Gathering and Analysis
5-4a Marketing Information Systems
5-4b Databases
5-4c Big Data
5-4d Marketing Analytics
Emerging Trends in Marketing: Marketing Research Embraces
Analytics
5-4e Marketing Decision Support Systems
5-5 Issues in Marketing Research
5-5a The Importance of Ethical Marketing
Research
5-5b International Issues in Marketing
Research
Marketing Debate: Anonymous Data Can Still Find You
Summary
Important Terms
Discussion and Review Questions
Video Case 5.1 Big Boom Theory: Marketing Research
Targets Baby Boomers
Case 5.2 Largest Toymaker in the World: Lego Builds on
Past Success
Chapter 6: Target Markets: Segmentation
and Evaluation
Marketing Insights: Carnival’s Ten-Brand Targeting
Strategy
6-1 What Are Markets
6-2 Target Market Selection Process
6-3 Step 1: Identify the Appropriate Targeting Strategy
6-3a Undifferentiated Targeting Strategy
6-3b Concentrated Targeting Strategy through
Market Segmentation
Going Green: 1 Hotel Stands for Green Luxury
6-3c Differentiated Targeting Strategy through
Market Segmentation
6-4 Step 2: Determine Which Segmentation Variables
to Use
6-4a Variables for Segmenting Consumer
Markets
Marketing Debate: Facial Recognition and Privacy
Snapshot: Who buys from food trucks
6-4b Variables for Segmenting Business
Markets
6-5 Step 3: Develop Market Segment Profiles
6-6 Step 4: Evaluate Relevant Market Segments
6-6a Sales Estimates
6-6b Competitive Assessment
6-6c Cost Estimates
6-7 Step 5: Select Specific Target Markets
6-8 Developing Sales Forecasts
6-8a Executive Judgment
6-8b Surveys
6-8c Time Series Analysis
6-8d Regression Analysis
6-8e Market Tests
6-8f Using Multiple Forecasting Methods
Summary
Important Terms
Discussion and Review Questions
Video Case 6.1 Family-Owned Ski Butternut Targets Family
Skiers
Case 6.2 Mattel Uses Market Segmentation to Stay
on Top
Strategic Case 3 Home Depot Builds on Research,
Segmentation, and Targeting
Part 4: Buying Behavior, Global Marketing, and Digital Marketing
Chapter 7: Consumer Buying Behavior
Marketing Insights: Need Another Holiday? Marketers
at Amazon and Alibaba Think So
7-1 Consumer Buying Decision Process
7-1a Problem Recognition
7-1b Information Search
7-1c Evaluation of Alternatives
7-1d Purchase
7-1e Postpurchase Evaluation
7-2 Types of Consumer Decision Making and Level
of Involvement
7-2a Consumer Decision Making
7-2b Consumer Level of Involvement
7-3 Situational Influences on the Buying Decision
Process
7-4 Psychological Influences on the Buying Decision
Process
7-4a Perception
7-4b Motives
7-4c Learning
7-4d Attitudes
7-4e Personality and Self-Concept
Entrepreneurship in Marketing: What’s a “Glam Bag?” Ipsy
Knows
7-4f Lifestyles
7-5 Social Influences on the Buying Decision
Process
7-5a Roles
7-5b Family Influences
Snapshot: How much would you pay for good coffee
7-5c Reference Groups
7-5d Opinion Leaders
7-5e Social Classes
7-5f Culture and Subcultures
Emerging Trends in Marketing: How Global Brands Mark the
Lunar New Year
7-6 Consumer Misbehavior
Summary
Important Terms
Discussion and Review Questions
Video Case 7.1 How Ford Drives Future Innovation
Case 7.2 Disney Markets to the Young and the Young
at Heart
Chapter 8: Business Markets
and Buying Behavior
Marketing Insights: Why Live Oak Bank Targets Small
Businesses
8-1 Business Markets
8-1a Producer Markets
8-1b Reseller Markets
8-1c Government Markets
8-1d Institutional Markets
8-2 Using the North American Industry Classification
System to Identify and Assess Business Customers
8-3 Dimensions of Marketing to Business Customers
8-3a Characteristics of Transactions with Business
Customers
8-3b Attributes of Business Customers
8-3c Primary Concerns of Business
Customers
Going Green: Government Buyers Go-Go-Go for Greener
Buses
8-3d Methods of Business Buying
8-3e Types of Business Purchases
8-3f Demand for Business Products
Emerging Trends in Marketing: LP Revival Boosts Vinyl Record
Manufacturers
8-4 Business Buying Decisions
8-4a The Buying Center
8-4b Stages of the Business Buying Decision
Process
Snapshot: How much is sole sourcing used
8-4c Influences on the Business Buying
Decision Process
8-5 Reliance on the Internet and other Technology
Summary
Important Terms
Discussion and Review Questions
Video Case 8.1 Will Apple Pay Pay Off for Retailers
Case 8.2 General Electric Goes Social to Reach Business
Buyers
Chapter 9: Reaching Global Markets
Marketing Insights: Developing Countries Prove Lucrative
for Unilever
9-1 The Nature of Global Marketing Strategy
9-2 Environmental Forces in Global Markets
9-2a Sociocultural Forces
Going Green: A Recipe for Biofuels: Algae
9-2b Economic Forces
Snapshot: Top 15 Happiest Countries
9-2c Political, Legal, and Regulatory Forces
9-2d Ethical and Social Responsibility Forces
9-2e Competitive Forces
9-2f Technological Forces
9-3 Regional Trade Alliances, Markets,
and Agreements
9-3a The North American Free Trade
Agreement (NAFTA
9-3b The European Union (EU
9-3c The Southern Common Market
(MERCOSUR
9-3d The Asia-Pacific Economic Cooperation
(APEC
9-3e Association of Southeast Asian Nations
(ASEAN
9-3f The World Trade Organization (WTO
9-4 Modes of Entry into International Markets
9-4a Importing and Exporting
9-4b Trading Companies
9-4c Licensing and Franchising
9-4d Contract Manufacturing
9-4e Joint Ventures
9-4f Direct Ownership
9-5 Global Organizational Structures
9-5a Export Departments
9-5b International Divisions
9-5c Internationally Integrated Structures
9-6 Customization Versus Globalization of International
Marketing Mixes
Emerging Trends in Marketing: Can Netflix Conquer the World
Summary
Important Terms
Discussion and Review Questions
Video Case 9.1 Alibaba and Global E-Commerce: Should
Amazon Be Afraid
Case 9.2 NFL Goes Global: From Soccer
to Football
Chapter 10: Digital Marketing
and Social Networking
Marketing Insights: GE: E-Connecting the World
10-1 Defining Digital Marketing
10-2 Growth and Benefits of Digital Marketing
10-3 Types of Consumer-Generated Marketing and Digital
Media
10-3a Social Networks
Emerging Trends in Marketing: Iceland’s Cool Play to Drive
Tourism
Snapshot: Cost per Facebook Click
10-3b Blogs and Wikis
10-3c Media-Sharing Sites
10-3d Virtual Gaming Sites
10-3e Mobile Marketing
10-3f Applications and Widgets
10-4 Changing Digital Media Behaviors of Consumers
10-4a Online Consumer Behavior
10-5 E-Marketing Strategy
10-5a Product Considerations
10-5b Distribution Considerations
Entrepreneurship in Marketing: Instacart: New Way to ‘Bring
Home the Bacon
10-5c Promotion Considerations
10-5d Pricing Considerations
10-6 Ethical and Legal Issues
10-6a Privacy
10-6b Online Fraud
10-6c Intellectual Property
Summary
Important Terms
Discussion and Review Questions
Video Case 10.1 Zappos Drives Sales through Relationship
Building on Social Media
Case 10.2 The Challenges of Intellectual Property in Digital
Marketing
Strategic Case 4 Eaton Corporation: Experts at Targeting
Different Markets
Part 5: Product Decisions
Chapter 11: Product Concepts,
Branding, and Packaging
Marketing Insights: Shinola Is “Built in Detroit” and Is No
Longer Shoe Polish
11-1 What is a Product
Snapshot: Are You Buying Less Music
11-2 Classifying Products
11-2a Consumer Products
11-2b Business Products
11-3 Product Line and Product Mix
11-4 Product Life Cycles and Marketing Strategies
11-4a Introduction
11-4b Growth
11-4c Maturity
11-4d Decline
Emerging Trends in Marketing: Marketing Marvel’s Cinematic
Universe
11-5 Product Adoption Process
11-6 Branding
11-6a Value of Branding
Marketing Debate: Should the Public Know Who’s Funding
Research and Advocacy
11-6b Brand Equity
11-6c Types of Brands
11-6d Selecting a Brand Name
11-6e Protecting a Brand
11-6f Branding Strategies
11-6g Brand Extensions
11-6h Co-Branding
11-6i Brand Licensing
11-7 Packaging
11-7a Packaging Functions
11-7b Major Packaging Considerations
11-7c Packaging and Marketing Strategy
11-8 Labeling
Summary
Important Terms
Discussion and Review Questions
Video Case 11.1 GaGa: Not Just a Lady
Case 11.2 Hilton Worldwide Expands to New Brands
and New Markets
Chapter 12: Developing and Managing
Products
Marketing Insights: Prettie Girls! A One World Vision
12-1 Managing Existing Products
12-1a Line Extensions
12-1b Product Modifications
12-2 Developing New Products
12-2a Idea Generation
12-2b Screening
12-2c Concept Testing
12-2d Business Analysis
12-2e Product Development
Entrepreneurship in Marketing: Jessica Alba’s Honest
Company Launches Affordable and Safe Beauty
and Wellness Products
12-2f Test Marketing
12-2g Commercialization
Snapshot: Recent Top 5 Most Memorable Products
12-3 Product Differentiation through Quality, Design,
and Support Services
12-3a Product Quality
12-3b Product Design and Features
12-3c Product Support Services
Going Green: Bambike: World’s Greenest Bicycle
12-4 Product Positioning and Repositioning
12-4a Perceptual Mapping
12-4b Bases for Positioning
12-4c Repositioning
12-5 Product Deletion
12-6 Organizing to Develop and Manage Products
Summary
Important Terms
Discussion and Review Questions
Video Case 12.1 Sriracha Heats Up the Hot Sauce
Market
Case 12.2 Quesalupa! Crunchy and All that Cheese from
Taco Bell
Chapter 13: Services Marketing
Marketing Insights: McDonald’s Markets All-Day Breakfast,
Finally
13-1 The Growth and Importance of Services
13-2 Characteristics of Services
13-2a Intangibility
13-2b Inseparability of Production and
Consumption
13-2c Perishability
13-2d Heterogeneity
13-2e Client-Based Relationships
13-2f Customer Contact
Emerging Trends in Marketing: How USAA Delivers Services
through Mobile Apps
13-3 Developing and Managing Marketing Mixes
for Services
13-3a Development of Services
13-3b Distribution of Services
13-3c Promotion of Services
Entrepreneurship in Marketing: Helping Girl Scouts Hone
Entrepreneurial Skills
13-3d Pricing of Services
Snapshot: Airlines are charging higher add-on fees
13-4 Service Quality
13-4a Customer Evaluation of Service Quality
13-4b Delivering Exceptional Service Quality
13-4c Analysis of Customer Expectations
13-5 Nonprofit Marketing
13-5a How Is Nonprofit Marketing Different
13-5b Nonprofit Marketing Objectives
13-5c Developing Nonprofit Marketing
Strategies
Summary
Important Terms
Discussion and Review Questions
Video Case 13.1 Mike Boyle’s Services Are Not
for Everyone
Case 13.2 American Express Delivers Service with
Calls, Tweets, and Apps
Strategic Case 5 Nike Runs the Innovation Race
Every Day
Part 6: Distribution Decisions
Chapter 14: Marketing Channels and
Supply-Chain Management
Marketing Insights: Farmgirl Flowers Speeds Blooms
from Farm to Vase
14-1 Foundations of the Supply Chain
14-2 The Role of Marketing Channels in
Supply Chains
14-2a The Significance of Marketing Channels
14-2b Types of Marketing Channels
Emerging Trends in Marketing: While Some Tourist Seek
Adventure, Others Want to Go Shopping
14-2c Selecting Marketing Channels
14-3 Intensity of Market Coverage
14-3a Intensive Distribution
14-3b Selective Distribution
14-3c Exclusive Distribution
14-4 Strategic Issues in Marketing Channels
14-4a Competitive Priorities in Marketing
Channels
14-4b Channel Leadership, Cooperation,
and Conflict
14-4c Channel Integration
14-5 Physical Distribution in Supply-Chain
Management
14-5a Order Processing
14-5b Inventory Management
14-5c Materials Handling
Snapshot: Greatest Concern about Distribution
Risks
14-5d Warehousing
14-5e Transportation
Marketing Debate: Online Retailing and the
Environment
14-6 Legal Issues in Channel Management
14-6a Restricted Sales Territories
14-6b Tying Agreements
14-6c Exclusive Dealing
14-6d Refusal to Deal
Summary
Important Terms
Discussion and Review Questions
Video Case 14.1 Taza Cultivates Channel Relationships
with Chocolate
Case 14.2 Procter & Gamble Tunes Up Channels
and Transportation
Chapter 15: Retailing, Direct
Marketing, and Wholesaling
Marketing Insights: Gulp! 7-Eleven Slurps up Convenience
Store Business
15-1 Retailing
15-2 Major Types of Retail Stores
15-2a General-Merchandise Retailers
15-2b Specialty Retailers
15-3 Strategic Issues in Retailing
15-3a Location of Retail Stores
15-3b Retail Technology
Emerging Trends in Marketing: See It on Social Media? Buy It
on Social Media
Snapshot: How do you use your smartphone when
you shop
15-3c Retail Positioning
15-3d Store Image
15-3e Category Management
15-4 Direct Marketing, Direct Selling, and Vending
15-4a Direct Marketing
15-4b Direct Selling
15-4c Automatic Vending
15-5 Franchising
15-6 Wholesaling
15-6a Services Provided by Wholesalers
Entrepreneurship in Marketing: Counter Culture Coffee Brews
up Wholesale Success
15-6b Types of Wholesalers
Summary
Important Terms
Discussion and Review Questions
Video Case 15.1 L.L.Bean: Open 24/7, Click or Brick
Case 15.2 Dick’s Sporting Goods Scores with Stores within
Stores
Strategic Case 6 IKEA Makes the Most of Its Marketing
Channels
Part 7: Promotion Decisions
Chapter 16: Integrated Marketing
Communications
Marketing Insights: Relax and Recline: La-Z-Boy’s
IMC Strategy
16-1 The Nature of Integrated Marketing
Communications
16-2 Promotion and the Communication Process
16-3 The Role and Objectives of Promotion
16-3a Create Awareness
16-3b Stimulate Demand
16-3c Encourage Product Trial
16-3d Identify Prospects
16-3e Retain Loyal Customers
16-3f Facilitate Reseller Support
16-3g Combat Competitive Promotional Efforts
16-3h Reduce Sales Fluctuations
16-4 The Promotion Mix
16-4a Advertising
16-4b Personal Selling
16-4c Public Relations
16-4d Sales Promotion
Entrepreneurship in Marketing: How to Get “Ginned Up”
at Home
16-5 Selecting Promotion Mix Factors
16-5a Promotional Resources, Objectives,
and Policies
16-5b Characteristics of the Target Market
16-5c Characteristics of the Product
16-5d Costs and Availability of Promotional
Methods
16-5e Push and Pull Channel Policies
16-6 The Impact of Word-of-Mouth Communications
on Promotion
Emerging Trends in Marketing: Mattress Direct: Sleep Goes
Viral
16-7 Product Placement as Promotion
16-8 Criticisms and Defenses of Promotion
16-8a Is Promotion Deceptive
16-8b Does Promotion Increase Prices
Snapshot: Top Brands Featured in Movies
16-8c Does Promotion Create Needs
16-8d Does Promotion Encourage Materialism
16-8e Does Promotion Help Customers without
Costing Too Much
16-8f Should Potentially Harmful Products
Be Promoted
Summary
Important Terms
Discussion and Review Questions
Video Case 16.1 Napoletana: Taking a Bite at WOM
Promotion
Case 16.2 Because You’re Worth It: IMC at L’Oréal
Chapter 17: Advertising and Public
Relations
Marketing Insights: POM Wonderful: Crazy Healthy
17-1 The Nature and Types of Advertising
Marketing Debate: Is Native Advertising Trustworthy
17-2 Developing an Advertising Campaign
17-2a Identifying and Analyzing the Target
Audience
17-2b Defining the Advertising Objectives
17-2c Creating the Advertising Platform
17-2d Determining the Advertising
Appropriation
17-2e Developing the Media Plan
Snapshot: Top Ten Advertisers
17-2f Creating the Advertising Message
Going Green: Natural Claims for Cigarettes: Blowing
Smoke
17-2g Copy
17-2h Artwork
17-2i Executing the Campaign
17-2j Evaluating Advertising Effectiveness
17-3 Who Develops the Advertising Campaign
17-4 Public Relations
17-5 Public Relations Tools
17-6 Evaluating Public Relations Effectiveness
17-6a Dealing with Unfavorable Public
Relations
Summary
Important Terms
Discussion and Review Questions
Video Case 17.1 Scripps Networks Interactive: An Expert
at Connecting Advertisers with Programming
Case 17.2 Greenwashing Harms Companies and
Consumers
Chapter 18: Personal Selling and Sales
Promotion
Marketing Insights: Who Knew? The Success of Product
Sampling
18-1 The Nature and Goals of Personal Selling
Entrepreneurship in Marketing: Scentsy: The Sweet Smell of
Success
18-2 Steps of the Personal Selling Process
18-2a Prospecting
18-2b Preapproach
18-2c Approach
18-2d Making the Presentation
18-2e Overcoming Objections
18-2f Closing the Sale
18-2g Following Up
18-3 Types of Salespeople
18-3a Sales Structure
18-3b Support Personnel
18-4 Team Selling and Relationship Selling
18-4a Team Selling
18-4b Relationship Selling
18-5 Sales Force Management
18-5a Establishing Sales Force Objectives
Snapshot: Top Challenges for Inside Sales
Managers
18-5b Determining Sales Force Size
18-5c Recruiting and Selecting Salespeople
18-5d Training Sales Personnel
18-5e Compensating Salespeople
18-5f Motivating Salespeople
18-5g Managing Sales Territories
18-5h Controlling and Evaluating Sales
Force Performance
18-6 Sales Promotion
18-7 Consumer Sales Promotion Methods
18-7a Coupons
18-7b Cents-Off Offers
18-7c Money Refunds
18-7d Rebates
18-7e Shopper, Loyalty, and Frequent-User
Incentives
Marketing Debate: The Advantages of Customer-Loyalty
Programs
18-7f Point-of-Purchase Materials and
Demonstrations
18-7g Free Samples
18-7h Premiums
18-7i Consumer Contests
18-7j Consumer Games
18-7k Sweepstakes
18-8 Trade Sales Promotion Methods
18-8a Trade Allowances
18-8b Cooperative Advertising and Dealer
Listings
18-8c Free Merchandise and Gifts
18-8d Premium Money
18-8e Sales Contest
Summary
Important Terms
Discussion and Review Questions
Video Case 18.1 Nederlander Gives Audiences a Reason
for a Standing Ovation
Case 18.2 Mistine’s Mystique: Great Promotional
Strategies
Strategic Case 7 Patagonia Climbs into the World
of IMC
Glossary
Name Index
Organization Index
Subject Index