Cover
Brief Contents
Contents
Preface
Acknowledgments
About the Authors
Part 1: Marketing Strategy and Customer Relationships
Chapter 1: An Overview of Strategic Marketing
1-1 Defining Marketing
1-2 Marketing Deals with Products, Distribution, Promotion, and Price
1-3 Marketing Creates Value
1-4 Marketing Occurs in a Dynamic Environment
1-5 Understanding the Marketing Concept
1-6 Customer Relationship Management
1-7 The Importance of Marketing in Our Global Economy
Summary
Important Terms
Discussion and Review Questions
Developing Your Marketing Plan
Video Case 1.1: Apple Inc.: The Future of Retailing, Education, and Entertainment
Case 1.2: TOMS: Purchase One and Give One
Chapter 2: Planning, Implementing, and Evaluating Marketing Strategies
2-1 The Strategic Planning Process
2-2 Establishing Mission, Goals, and Strategies
2-3 Assessing Organizational Resources and Opportunities
2-4 Developing Marketing Objectives and Marketing Strategies
2-5 Managing Marketing Implementation
2-6 Evaluating Marketing Strategies
2-7 Creating the Marketing Plan
Summary
Important Terms
Discussion and Review Questions
Developing Your Marketing Plan
Video Case 2.1: Inside Tesla's Strategy for Growth
Case 2.2: Crayola's Colorful Marketing Strategy for the Digital Age
Strategic Case 1: Amazonization of Whole Foods
Part 2: Environmental Forces and Social and Ethical Responsibilities
Chapter 3: The Marketing Environment
3-1 Examining and Responding to the Marketing Environment
3-2 Competitive Forces
3-3 Economic Forces
3-4 Political Forces
3-5 Legal and Regulatory Forces
3-6 Technological Forces
3-7 Sociocultural Forces
Summary
Important Terms
Discussion and Review Questions
Developing Your Marketing Plan
Video Case 3.1: Apple vs. Samsung: Gloves Are Off
Case 3.2: Dollar General Uses Buying Power to Target Markets
Chapter 4: Social Responsibility and Ethics inΒ Marketing
4-1 The Nature of Social Responsibility
4-2 Marketing Ethics
4-3 The Nature of Marketing Ethics
4-4 Improving Marketing Ethics
4-5 Incorporating Social Responsibility and Ethics into Strategic Planning
Summary
Important Terms
Discussion and Review Questions
Developing Your Marketing Plan
Video Case 4.1: Cruising to Success: The Tale of New Belgium Brewing
Case 4.2: Sseko Helps Women Get a Step Ahead
Strategic Case 2: Not So Well: The Case of Wells Fargo
Part 3: Marketing Research and Target Market Analysis
Chapter 5: Marketing Research and Information Systems
5-1 The Importance of Marketing Research
5-2 Types of Research
5-3 The Marketing Research Process
5-4 Using Technology to Improve Marketing Information Gathering and Analysis
5-5 Issues in Marketing Research
Summary
Important Terms
Discussion and Review Questions
Developing Your Marketing Plan
Video Case 5.1: Picture Perfect: How Instagram Uses Big Data
Case 5.2: No Mystery Here: Why Market Force Is a Leading Market Research Firm
Chapter 6: Target Markets: Segmentation and Evaluation
6-1 What Are Markets?
6-2 Target Market Selection Process
6-3 Step 1: Identify the Appropriate Targeting Strategy
6-4 Step 2: Determine Which Segmentation Variables to Use
6-5 Step 3: Develop Market Segment Profiles
6-6 Step 4: Evaluate Relevant Market Segments
6-7 Step 5: Select Specific Target Markets
6-8 Developing Sales Forecasts
Summary
Important Terms
Discussion and Review Questions
Developing Your Marketing Plan
Video Case 6.1: How Nike Uses Targeting in the High-Stakes Race for Sales
Case 6.2: Looking for a BFF? Umpqua Bank Can Help!
Strategic Case 3: Uber Attempts to Make a Right Turn
Part 4: Buying Behavior, Global Marketing, and Digital Marketing
Chapter 7: Consumer Buying Behavior
7-1 Consumer Buying Decision Process
7-2 Types of Consumer Decision Making and Level of Involvement
7-3 Situational Influences on the Buying Decision Process
7-4 Psychological Influences on the Buying Decision Process
7-5 Social Influences on the Buying Decision Process
7-6 Consumer Misbehavior
Summary
Important Terms
Discussion and Review Questions
Developing Your Marketing Plan
Video Case 7.1: How Ford Drives Future Innovation
Case 7.2: Campbell's Soup Company Cooks Up New Marketing
Chapter 8: Business Markets and Buying Behavior
8-1 Business Markets
8-2 Using the North American Industry Classification System to Identify and Assess Business Customers
8-3 Dimensions of Marketing to Business Customers
8-4 Business Buying Decisions
8-5 Reliance on the Internet and Other Technology
Summary
Important Terms
Discussion and Review Questions
Developing Your Marketing Plan
Video Case 8.1: Will Apple Pay Pay Off for Retailers?
Case 8.2: Salesforce.com Uses Dreamforce to Reach Business Customers
Chapter 9: Reaching Global Markets
9-1 The Nature of Global Marketing Strategy
9-2 Environmental Forces in Global Markets
9-3 Regional Trade Alliances, Markets, and Agreements
9-4 Modes of Entry into International Markets
9-5 Global Organizational Structures
9-6 Customization versus Globalization of International Marketing Mixes
Summary
Important Terms
Discussion and Review Questions
Developing Your Marketing Plan
Video Case 9.1: Alibaba and Global E-Commerce: Should Amazon Be Afraid?
Case 9.2: Netflix Stream Becomes a Global River
Chapter 10: Digital Marketing and Social Networking
10-1 Defining Digital Marketing
10-2 Growth and Benefits of Digital Marketing
10-3 Types of Consumer-Generated Marketing and Digital Media
10-4 Monitoring Digital Media Behaviors of Consumers
10-5 E-Marketing Strategy
10-6 Ethical and Legal Issues
Summary
Important Terms
Discussion and Review Questions
Developing Your Marketing Plan
Video Case 10.1: Zappos Runs with Social Media
Case 10.2: Dollar Shave Club Faces Sharp Competition
Strategic Case 4: Need a Place to Stay? InterContinental Hotels Group Has One Just for You
Part 5: Product Decisions
Chapter 11: Product Concepts, Branding, and Packaging
11-1 What Is a Product?
11-2 Classifying Products
11-3 Product Line and Product Mix
11-4 Product Life Cycles and Marketing Strategies
11-5 Product Adoption Process
11-6 Branding
11-7 Packaging
11-8 Labeling
Summary
Important Terms
Discussion and Review Questions
Developing Your Marketing Plan
Video Case 11.1: Impossible Foods Cooks Up Meatless Burgers in Silicon Valley
Case 11.2: Hilton Worldwide Expands to New Brands and New Markets
Chapter 12: Developing and Managing Products
12-1 Managing Existing Products
12-2 Developing New Products
12-3 Product Differentiation through Quality, Design, and Support Services
12-4 Product Positioning and Repositioning
12-5 Product Deletion
12-6 Organizing to Develop and Manage Products
Summary
Important Terms
Discussion and Review Questions
Developing Your Marketing Plan
Video Case 12.1: Cutting Edge Quality: Cutco "Knives for Life"
Case 12.2: Quesalupa! Crunchy and All That Cheese from Taco Bell
Chapter 13: Services Marketing
13-1 The Growth and Importance of Services
13-2 Characteristics of Services
13-3 Developing and Managing Marketing Mixes for Services
13-4 Service Quality
13-5 Nonprofit Marketing
Summary
Important Terms
Discussion and Review Questions
Developing Your Marketing Plan
Video Case 13.1: Mike Boyle's Services Are Not for Everyone
Case 13.2: FedEx Courts Customers with Convenience, Not Just Speed
Strategic Case 5: Nike Runs the Innovation Race Every Day
Part 6: Distribution Decisions
Chapter 14: Marketing Channels and Supply Chain Management
14-1 Foundations of the Supply Chain
14-2 The Role of Marketing Channels in Supply Chains
14-3 Intensity of Market Coverage
14-4 Strategic Issues in Marketing Channels
14-5 Logistics in Supply Chain Management
14-6 Legal Issues in Channel Management
Summary
Important Terms
Discussion and Review Questions
Developing Your Marketing Plan
Video Case 14.1: The Cocoa Exchange's Sweet Spot in the Supply Chain
Case 14.2: ADM: The Link from Farm to Table
Chapter 15: Retailing, Direct Marketing, and Wholesaling
15-1 Retailing
15-2 Online Retailing
15-3 Brick-and-Mortar Retailers
15-4 Strategic Issues in Retailing
15-5 Direct Marketing, Direct Selling, and Vending
15-6 Wholesaling
Summary
Important Terms
Discussion and Review Questions
Developing Your Marketing Plan
Video Case 15.1: Rebecca Minkoff's Cutting-Edge Retail Technology
Case 15.2: Lowe's Taps Technology for Retailing Edge
Strategic Case 6: Gelson's Markets-Where Superior Quality Meets Convenience
Part 7: Promotion Decisions
Chapter 16: Integrated Marketing Communications
16-1 The Nature of Integrated Marketing Communications
16-2 Promotion and the Communication Process
16-3 The Role and Objectives of Promotion
16-4 The Promotion Mix
16-5 Selecting Promotion Mix Factors
16-6 The Impact of Word-of-Mouth Communications on Promotion
16-7 Product Placement as Promotion
16-8 Criticisms and Defenses of Promotion
Summary
Important Terms
Discussion and Review Questions
Developing Your Marketing Plan
Video Case 16.1: Napoletana: Taking a Bite at WOM Promotion
Case 16.2: Picture Perfect: The Success of Product Placement
Chapter 17: Advertising and Public Relations
17-1 The Nature and Types of Advertising
17-2 Developing an Advertising Campaign
17-3 Who Develops the Advertising Campaign?
17-4 Public Relations
17-5 Public Relations Tools
17-6 Evaluating Public Relations Effectiveness
Summary
Important Terms
Discussion and Review Questions
Developing Your Marketing Plan
Video Case 17.1: Scripps Networks Interactive: An Expert at Connecting Advertisers with Programming
Case 17.2: The Rise of Native Advertising
Chapter 18: Personal Selling and Sales Promotion
18-1 The Nature and Goals of Personal Selling
18-2 Steps of the Personal Selling Process
18-3 Types of Salespeople
18-4 Team Selling and Relationship Selling
18-5 Sales Force Management
18-6 Sales Promotion
18-7 Consumer Sales Promotion Methods
18-8 Trade Sales Promotion Methods
Summary
Important Terms
Discussion and Review Questions
Developing Your Marketing Plan
Video Case 18.1: Nederlander Gives Audiences a Reason for a Standing Ovation
Case 18.2: Salesforce.com Sold on Stakeholder Satisfaction
Strategic Case 7: Patagonia Climbs into the World of IMC
Part 8: Pricing Decisions
Chapter 19: Pricing Concepts
19-1 The Importance of Price in Marketing
19-2 Price and Nonprice Competition
19-3 Demand Curves and Price Elasticity
19-4 Demand, Cost, and Profit Relationships
19-5 Factors That Affect Pricing Decisions
19-6 Pricing for Business Markets
Summary
Important Terms
Discussion and Review Questions
Developing Your Marketing Plan
Video Case 19.1: Louis Vuitton Bags the Value Shopper
Case 19.2: CVS: Continuous Value Strategy
Chapter 20: Setting Prices
20-1 Development of Pricing Objectives
20-2 Assessment of the Target Market's Evaluation of Price
20-3 Evaluation of Competitors' Prices
20-4 Selection of a Basis for Pricing
20-5 Selection of a Pricing Strategy
20-6 Determination of a Specific Price
Summary
Important Terms
Discussion and Review Questions
Developing Your Marketing Plan
Video Case 20.1: Warby Parker Puts Affordable Eyewear in Focus
Case 20.2: Norwegian Air Shuttle Continues to Climb with Low Costs and Low Prices
Strategic Case 8: To Rent or to Own? That Is the Question
Glossary
Endnotes
Feature Notes
Name Index
Organization Index
Subject Index