Contemporary Marketing (with Audio Chapter Review CD-ROM and InfoTrac),9780324236736

Contemporary Marketing (with Audio Chapter Review CD-ROM and InfoTrac)

by ;
Edition: 12th
ISBN13: 9780324236736
ISBN10: 0324236735
Format: Hardcover
Pub. Date: 2005-01-14
Publisher(s): South-Western College Pub
Upgraded Edition: Click here!
List Price: $281.99

Buy Used

In Stock
$211.49
Add to Cart

Rent Textbook

Select for Price
Add to Cart
There was a problem. Please try again later.

New Textbook

We're Sorry
Sold Out

eTextbook

We're Sorry
Not Available

Buy from our Marketplace starting at $2.88

How Marketplace Works:

  • This item is offered by an independent seller and not shipped from our warehouse
  • Item details like edition and cover design may differ from our description; see seller's comments before ordering.
  • Sellers much confirm and ship within two business days; otherwise, the order will be cancelled and refunded.
  • Marketplace purchases cannot be returned to eCampus.com. Contact the seller directly for inquiries; if no response within two days, contact customer service.
  • Additional shipping costs apply to Marketplace purchases. Review shipping costs at checkout.

Summary

CONTEMPORARY MARKETING by Boone and Kurtz has proven to be the premier principles of marketing text and package since the first edition. With each edition, this best selling author team builds and improves upon past innovations, creating the most technologically advanced, student friendly, instructor supported text available. The twelfth edition continues to provide the most current and up-to-date content by including the most current coverage of topics such as one-to-one marketing, strategic planning, guerilla marketing, customer relationship management, and much more.

Table of Contents

Preface xi
part 1 DESIGNING CUSTOMER-ORIENTED MARKETING STRATEGIES
1(61)
Marketing: Creating Satisfaction Through Customer Relationships
2(36)
What Is Marketing?
6(3)
A Definition of Marketing
7(1)
Today's Global Marketplace
8(1)
Four Eras in the History of Marketing
9(4)
The Production Era
9(1)
The Sales Era
10(1)
The Marketing Era
10(1)
Emergence of the Marketing Concept
11(1)
The Relationship Era
11(1)
Converting Needs to Wants
12(1)
Avoiding Marketing Myopia
13(2)
Extending the Traditional Boundaries of Marketing
15(2)
Marketing in Not-for-Profit Organizations
15(1)
Characteristics of Not-for-Profit Marketing
16(1)
Nontraditional Marketing
17(4)
Person Marketing
17(1)
Place Marketing
18(1)
Cause Marketing
19(1)
Event Marketing
20(1)
Organization Marketing
20(1)
Creativity and Critical Thinking
21(1)
The Technology Revolution in Marketing
22(4)
Interactive Marketing
23(1)
The Internet
23(1)
Broadband
24(1)
Wireless
25(1)
Interactive Television Service
25(1)
How Marketers Use the Web
25(1)
From Transaction-Based Marketing to Relationship Marketing
26(4)
One-to-One Marketing
27(2)
Developing Partnerships and Strategic Alliances
29(1)
Costs and Functions of Marketing
30(1)
Ethics and Social Responsibility: Doing Well by Doing Good
31(1)
Strategic Implications of Marketing in the 21st Century
32(5)
Review of Chapter Objectives
33(1)
Marketing Terms You Need to Know
34(1)
Other Important Marketing Terms
34(1)
Projects and Teamwork Exercises
35(1)
Applying Chapter Concepts
35(1)
Ethics Exercise
36(1)
'netWork Exercises
36(1)
InfoTrac Citations and Exercises
36(1)
Case 1.1 How the Rolling Stones Keep Rolling
37(1)
Video Case 1.2 Toyota's Hybrid Is Hip with Customers
37(1)
Strategic Planning and the Marketing Process
38(24)
Marketing Planning: The Basis for Strategy and Tactics
40(2)
Strategic Planning versus Tactical Planning
41(1)
Planning at Different Organizational Levels
41(1)
Steps in the Marketing Planning Process
42(2)
Defining the Organization's Mission and Objectives
42(2)
Assessing Organizational Resources and Evaluating Environmental Risks and Opportunities
44(1)
Formulating, Implementing, and Monitoring a Marketing Strategy
44(1)
Successful Strategies: Tools and Techniques
44(4)
Porter's Five Forces Model
44(2)
First Mover and Second Mover Strategies
46(1)
SWOT Analysis
46(2)
The Strategic Window
48(1)
Elements of a Marketing Strategy
48(6)
The Target Market
48(1)
Marketing Mix Variables
49(2)
The Marketing Environment
51(3)
Methods for Marketing Planning
54(2)
Business Portfolio Analysis
54(1)
The BCG Matrix
55(1)
Strategic Implications of Marketing in the 21st Century
56(4)
Review of Chapter Objectives
56(1)
Marketing Terms You Need to Know
57(1)
Other Important Marketing Terms
58(1)
Projects and Teamwork Exercises
58(1)
Applying Chapter Concepts
58(1)
Ethics Exercise
59(1)
'netWork Exercises
59(1)
InfoTrac Citations and Exercises
59(1)
Case 2.1 Starbucks' Strategy: It's a Small World After All
60(1)
Video Case 2.2 Hewlett-Packard's Strategic Plans Shine in B2B Markets
61(1)
appendix CREATING AN EFFECTIVE MARKETING PLAN
62(93)
Components of a Business Plan
62(1)
Creating a Marketing Plan
63(5)
Formulating an Overall Marketing Strategy
63(2)
The Executive Summary, Competitive Analysis, and Mission Statement
65(1)
Description of the Company
66(1)
Statement of Goals and Core Competencies
66(1)
Outline of the Marketing Environment (Situation Analysis)
66(1)
The Target Market and Marketing Mix
67(1)
Budget, Schedule and Monitoring
67(1)
Sample Marketing Plan
68(8)
Five-Year Marketing Plan Blue Sky Clothing, Inc.
69(7)
The Marketing Environment, Ethics, and Social Responsibility
76(38)
Environmental Scanning and Environmental Management
79(1)
The Competitive Environment
80(4)
Types of Competition
80(2)
Developing a Competitive Strategy
82(1)
Time-Based Competition
82(2)
The Political-Legal Environment
84(5)
Government Regulation
84(1)
Government Regulatory Agencies
85(2)
Other Regulatory Forces
87(1)
Controlling the Political-Legal Environment
88(1)
The Economic Environment
89(4)
Stages in the Business Cycle
89(2)
Inflation and Deflation
91(1)
Unemployment
91(1)
Income
92(1)
Resource Availability
92(1)
The International Economic Environment
92(1)
The Technological Environment
93(2)
Applying Technology
94(1)
The Social-Cultural Environment
95(2)
Consumerism
96(1)
Ethical Issues in Marketing
97(5)
Ethical Problems in Marketing Research
99(1)
Ethical Problems in Product Strategy
100(1)
Ethical Problems in Distribution Strategy
101(1)
Ethical Problems in Promotional Strategy
101(1)
Ethical Problems in Pricing
102(1)
Social Responsibility in Marketing
102(5)
Marketing's Responsibilities
103(3)
Marketing and Ecology
106(1)
Strategic Implications of Marketing in the 21st Century
107(6)
Review of Chapter Objectives
108(2)
Marketing Terms You Need to Know
110(1)
Other Important Marketing Terms
110(1)
Projects and Teamwork Exercises
110(1)
Applying Chapter Concepts
111(1)
Ethics Exercise
111(1)
'netWork Exercises
111(1)
InfoTrac Citations and Exercises
112(1)
Case 3.1 Is Detroit Losing the Race to Hybrids?
113(1)
Video Case 3.2 Green Mountain Coffee Roasters
113(1)
E-Commerce: Marketing in the Digital Age
114(41)
What Is E-Commerce?
117(2)
Interactivity and E-Commerce
119(5)
The Internet
119(1)
The World Wide Web
120(1)
Four Web Functions
121(3)
Accessing the Internet
124(2)
E-Commerce and the Economy
126(10)
Business-to-Business Online Marketing
126(3)
Online Consumer Marketing
129(3)
Benefits of Online Consumer Marketing
132(2)
Online Marketing Is International Marketing
134(1)
Security and Privacy Issues
135(1)
Who Are the Online Buyers and Sellers?
136(2)
Online Buyers
136(2)
Online Sellers
138(1)
Interactive Marketing Channels
138(5)
Company Web Sites
139(1)
Advertising on Other Web Sites
140(1)
Online Communities
140(1)
Other Interactive Marketing Links
141(2)
Creating an Effective Web Presence
143(2)
Building an Effective Web Site
143(1)
Managing a Web Site
143(1)
Measuring the Effectiveness of Online Marketing
144(1)
Strategic Implications of Marketing in the 21st Century
145(5)
Review of Chapter Objectives
146(1)
Marketing Terms You Need to Know
147(1)
Other Important Marketing Terms
147(1)
Projects and Teamwork Exercises
148(1)
Applying Chapter Concepts
148(1)
Ethics Exercise
149(1)
'netWork Exercises
149(1)
InfoTrac Citations and Exercises
149(1)
Case 4.1 Match.com: The Love Algorithm
150(1)
Video Case 4.2 Job-Hunting in the Digital Age: Monster.com
151(1)
Marketer's Minute: Talking about Marketing Careers with Eric Stisser, Director of Corporate Sales and Marketing for the St. Louis Rams
152(2)
Major League Soccer Continuing Video Case: The Meeting Place for U.S. Soccer Fans
154(1)
part 2 UNDERSTANDING BUYERS AND MARKETS
155(100)
Consumer Behavior
156(30)
Interpersonal Determinants of Consumer Behavior
158(8)
Cultural Influences
159(4)
Social Influences
163(1)
Family Influences
164(2)
Personal Determinants of Consumer Behavior
166(9)
Needs and Motives
167(2)
Perceptions
169(2)
Attitudes
171(2)
Learning
173(1)
Self-Concept Theory
174(1)
The Consumer Decision Process
175(5)
Problem or Opportunity Recognition
176(1)
Search
177(1)
Evaluation of Alternatives
177(1)
Purchase Decision and Purchase Act
178(1)
Postpurchase Evaluation
178(1)
Classifying Consumer Problem-Solving Processes
179(1)
Strategic Implications of Marketing in the 21st Century
180(4)
Review of Chapter Objectives
180(1)
Marketing Terms You Need to Know
181(1)
Other Important Marketing Terms
182(1)
Projects and Teamwork Exercises
182(1)
Applying Chapter Concepts
182(1)
Ethics Exercise
183(1)
'netWork Exercises
183(1)
InfoTrac Citations and Exercises
183(1)
Case 5.1 Cabela's: Marketing to the Consumer Who Hates to Shop
184(1)
Video Case 5.2 Vida Wellness Spa Wishes You Well
185(1)
Business-To-Business (B2B) Marketing
186(32)
Nature of the Business Market
188(4)
Components of the Business Market
190(1)
B2B Markets: The Internet Connection
191(1)
Differences in Foreign Business Markets
191(1)
Segmenting B2B Markets
192(2)
Segmentation by Demographic Characteristics
192(1)
Segmentation by Customer Type
192(1)
Segmentation by End-Use Application
193(1)
Segmentation by Purchase Categories
193(1)
Characteristics of the B2B Market
194(3)
Geographic Market Concentration
194(1)
Sizes and Numbers of Buyers
194(1)
The Purchase Decision Process
195(1)
Buyer-Seller Relationships
195(1)
Evaluating International Business Markets
196(1)
Business Market Demand
197(2)
Derived Demand
197(1)
Volatile Demand
198(1)
Joint Demand
198(1)
Inelastic Demand
198(1)
Inventory Adjustments
199(1)
The Make, Buy, or Lease Decision
199(3)
The Rise of Outsourcing and Offshoring
200(1)
Problems with Outsourcing and Offshoring
201(1)
The Business Buying Process
202(5)
Influences on Purchase Decisions
202(2)
Model of the Organizational Buying Process
204(2)
Classifying Business Buying Situations
206(1)
Analysis Tools
207(1)
The Buying Center Concept
207(2)
Buying Center Roles
207(1)
International Buying Centers
208(1)
Team Selling
209(1)
Developing Effective Business-to-Business Marketing Strategies
209(4)
Challenges of Government Markets
209(2)
Challenges of Institutional Markets
211(1)
Challenges of International Markets
212(1)
Strategic Implications of Marketing in the 21st Century
213(4)
Review of Chapter Objectives
213(2)
Marketing Terms You Need to Know
215(1)
Other Important Marketing Terms
215(1)
Projects and Teamwork Exercises
215(1)
Applying Chapter Concepts
216(1)
Ethics Exercise
216(1)
'netWork Exercises
216(1)
InfoTrac Citations and Exercises
216(1)
Case 6.1 Siebel and Sun Microsystems Keep Their Customers Satisfied
217(1)
Video Case 6.2 Technomic Helps Businesses Serve Good Food
217(1)
Serving Global Markets
218(37)
The Importance of Global Marketing
221(3)
Service and Retail Exports
222(1)
Benefits of Going Global
223(1)
The International Marketplace
224(3)
Market Size
224(2)
Buyer Behavior
226(1)
The International Marketing Environment
227(8)
International Economic Environment
227(1)
International Social-Cultural Environment
228(2)
International Technological Environment
230(1)
International Political-Legal Environment
230(3)
Trade Barriers
233(1)
Dumping
234(1)
Multinational Economic Integration
235(3)
GATT and the World Trade Organization
236(1)
The NAFTA Accord
237(1)
The Free Trade Area of the Americas
237(1)
The European Union
237(1)
Going Global
238(1)
First Steps in Deciding to Market Globally
239(3)
Strategies for Entering International Markets
239(1)
Contractual Agreements
240(2)
International Direct Investment
242(1)
From Multinational Corporation to Global Marketer
242(1)
Developing an International Marketing Strategy
243(3)
International Product and Promotional Strategies
244(1)
International Distribution Strategy
245(1)
Pricing Strategy
245(1)
Countertrade
246(1)
The U.S. as a Target for International Marketers
246(1)
Strategic Implications of Marketing in the 21st Century
247(4)
Review of Chapter Objectives
247(1)
Marketing Terms You Need to Know
248(1)
Other Important Marketing Terms
249(1)
Projects and Teamwork Exercises
249(1)
Applying Chapter Concepts
249(1)
Ethics Exercise
250(1)
'netWork Exercises
250(1)
InfoTrac Citations and Exercises
250(1)
Case 7.1 MTV Updates Its Global Strategy
251(1)
Video Case 7.2 Doc Martens Makes Strides around the World
251(1)
Marketer's Minute: Talking about Marketing Careers with Roger Curtis, Vice President of Marketing and Sales for California Speedway
252(2)
Major League Soccer Continuing Video Case: Can MLS Speak the International Language?
254(1)
part 3 TARGET MARKET SELECTION
255(94)
Marketing Research, Decision Support Systems, and Sales Forecasting
256(30)
The Marketing Research Function
258(2)
Development of the Marketing Research Function
258(1)
Who Conducts Marketing Research?
259(1)
Customer Satisfaction Measurement Programs
260(1)
The Marketing Research Process
260(4)
Define the Problem
260(1)
Conduct Exploratory Research
261(1)
Formulate a Hypothesis
262(1)
Create a Research Design
262(1)
Collect Data
262(2)
Interpret and Present Research Information
264(1)
Marketing Research Methods
264(10)
Secondary Data Collection
264(2)
Sampling Techniques
266(1)
Primary Research Methods
267(6)
Conducting International Marketing Research
273(1)
Interpretative Research
274(1)
Computer Technology in Marketing Research
275(2)
Marketing Information Systems (MISs)
275(1)
Marketing Decision Support Systems (MDSSs)
275(1)
Data Mining
275(1)
Business Intelligence
276(1)
Competitive Intelligence
277(1)
Sales Forecasting
277(2)
Qualitative Forecasting Techniques
277(2)
Quantitative Forecasting Techniques
279(1)
Strategic Implications of Marketing in the 21st Century
279(6)
Review of Chapter Objectives
280(2)
Marketing Terms You Need to Know
282(1)
Other Important Marketing Terms
282(1)
Projects and Teamwork Exercises
282(1)
Applying Chapter Concepts
283(1)
Ethics Exercise
284(1)
'netWork Exercises
284(1)
InfoTrac Citations and Exercises
284(1)
Case 8.1 Marketing Research Goes to the Movies
285(1)
Video Case 8.2 Teenage Research Unlimited Has the True Story on Teens
285(1)
Market Segmentation, Targeting, and Positioning
286(30)
Types of Markets
288(1)
The Role of Market Segmentation
289(1)
Criteria for Effective Segmentation
289(1)
Segmenting Consumer Markets
290(1)
Geographic Segmentation
291(2)
Using Geographic Segmentation
292(1)
Geographic Information Systems (GISs)
293(1)
Demographic Segmentation
293(8)
Segmenting by Gender
293(1)
Segmenting by Age
294(2)
Segmenting by Ethnic Group
296(2)
Segmenting by Family Life Cycle Stages
298(2)
Segmenting by Household Type
300(1)
Segmenting by Income and Expenditure Patterns
300(1)
Demographic Segmentation Abroad
301(1)
Psychographic Segmentation
301(4)
What Is Psychographic Segmentation?
302(1)
VALS2
302(1)
Psychographic Segmentation of Global Markets
303(1)
Using Psychographic Segmentation
304(1)
Product-Related Segmentation
305(1)
Segmenting by Benefits Sought
305(1)
Segmenting by Usage Rates
305(1)
Segmenting by Brand Loyalty
305(1)
Using Multiple Segmentation Bases
305(1)
The Market Segmentation Process
306(1)
Develop a Relevant Profile for Each Segment
306(1)
Forecast Market Potential
306(1)
Forecast Probable Market Share
306(1)
Select Specific Market Segments
307(1)
Strategies for Reaching Target Markets
307(4)
Undifferentiated Marketing
307(1)
Differentiated Marketing
307(1)
Concentrated Marketing
308(1)
Micromarketing
308(1)
Selecting and Executing a Strategy
308(3)
Strategic Implications of Marketing in the 21st Century
311(4)
Review of Chapter Objectives
311(1)
Marketing Terms You Need to Know
312(1)
Other Important Marketing Terms
312(1)
Projects and Teamwork Exercises
313(1)
Applying Chapter Concepts
313(1)
Ethics Exercise
313(1)
'netWork Exercises
314(1)
InfoTrac Citations and Exercises
314(1)
Case 9.1 Scion: Toyota's Next Generation
315(1)
Video Case 9.2 Orange Glo Cleans Up the Marketplace
315(1)
Relationship Marketing, Customer Relationship Management (CRM), and One-To-One Marketing
316(33)
The Shift from Transaction-Based Marketing to Relationship Marketing
318(3)
Elements of Relationship Marketing
320(1)
Internal Marketing
320(1)
The Relationship Marketing Continuum
321(3)
First Level: Focus on Price
322(1)
Second Level: Social Interactions
322(1)
Third Level: Interdependent Partnership
322(2)
Enhancing Customer Satisfaction
324(1)
Understanding Customer Needs
324(1)
Obtaining Customer Feedback and Ensuring Customer Satisfaction
324(1)
Building Buyer--Seller Relationships
325(4)
How Marketers Keep Customers
325(2)
Database Marketing
327(1)
One-to-One Marketing
328(1)
Customer Relationship Management
329(3)
Benefits of CRM
329(1)
Problems with CRM
330(1)
Managing Virtual Relationships
331(1)
Retrieving Lost Customers
331(1)
Buyer--Seller Relationships in Business-to-Business Markets
332(3)
Choosing Business Partners
333(1)
Types of Partnerships
333(1)
Cobranding and Comarketing
333(2)
Improving Buyer--Seller Relationships in Business-to-Business Markets
335(4)
National Account Selling
335(1)
Business-to-Business Databases
335(1)
Electronic Data Interchange
335(1)
Vendor-Managed Inventory
336(1)
Managing the Supply Chain
337(1)
Business-to-Business Alliances
337(2)
Evaluating Customer Relationship Programs
339(1)
Strategic Implications of Marketing in the 21st Century
340(5)
Review of Chapter Objectives
340(2)
Marketing Terms You Need to Know
342(1)
Other Important Marketing Terms
342(1)
Projects and Teamwork Exercises
342(1)
Applying Chapter Concepts
343(1)
Ethics Exercise
343(1)
'netWork Exercises
344(1)
InfoTrac Citations and Exercises
344(1)
Case 10.1 Hilton Is OnQ with Customers
345(1)
Video Case 10.2 International Flavors & Fragrances Makes Marketing Personal
345(1)
Marketer's Minute: Talking about Marketing Careers with Michael McCullough, Executive Vice President and Chief Marketing Officer of the Miami Heat
346(2)
Major League Soccer Continuing Video Case: Does MLS Need a Superhero?
348(1)
part 4 PRODUCT DECISIONS
349(64)
Product and Service Strategies
350(30)
What Is a Product?
352(1)
What Are Goods and Services?
352(2)
Importance of the Service Sector
354(1)
Classifying Goods and Services for Consumer and Business Markets
355(9)
Types of Consumer Products
355(3)
Classifying Consumer Services
358(1)
Applying the Consumer Products Classification System
359(1)
Types of Business Products
360(4)
Quality as a Product Strategy
364(2)
Worldwide Quality Programs
364(1)
Benchmarking
364(1)
Quality of Services
365(1)
Development of Product Lines
366(2)
Desire to Grow
367(1)
Enhancing the Company's Position in the Market
368(1)
Optimal Use of Company Resources
368(1)
The Product Mix
368(2)
Product Mix Width
368(1)
Product Mix Length
369(1)
Product Mix Depth
369(1)
Product Mix Decisions
369(1)
The Product Life Cycle
370(3)
Introductory Stage
371(1)
Growth Stage
372(1)
Maturity Stage
372(1)
Decline Stage
373(1)
Extending the Product Life Cycle
373(2)
Increasing Frequency of Use
373(1)
Increasing the Number of Users
374(1)
Finding New Uses
374(1)
Changing Package Sizes, Labels, or Product Quality
374(1)
Product Deletion Decisions
375(1)
Strategic Implications of Marketing in the 21st Century
375(4)
Review of Chapter Objectives
375(2)
Marketing Terms You Need to Know
377(1)
Other Important Marketing Terms
377(1)
Projects and Teamwork Exercises
377(1)
Applying Chapter Concepts
377(1)
Ethics Exercise
378(1)
'netWork Exercises
378(1)
InfoTrac Citations and Exercises
378(1)
Case 11.1 Kevlar: A Product in Search of a Need
379(1)
Video Case 11.2 Curves: A New Angle on Fitness
379(1)
Category and Brand Management, Product Identification, and New-Product Development
380(33)
Managing Brands for Competitive Advantage
382(6)
Brand Loyalty
382(2)
Types of Brands
384(3)
Brand Equity
387(1)
The Role of Category and Brand Management
388(1)
Product Identification
388(8)
Brand Names and Brand Marks
388(3)
Trademarks
391(1)
Developing Global Brand Names and Trademarks
392(1)
Packaging
393(2)
Brand Extensions
395(1)
Brand Licensing
396(1)
New-Product Planning
396(5)
Product Development Strategies
396(2)
The Consumer Adoption Process
398(1)
Adopter Categories
398(1)
Identifying Early Adopters
399(1)
Organizing for New-Product Development
400(1)
The New-Product Development Process
401(2)
Idea Generation
402(1)
Screening
402(1)
Business Analysis
402(1)
Development
403(1)
Test Marketing
403(1)
Commercialization
403(1)
Product Safety and Liability
403(1)
Strategic Implications of Marketing in the 21st Century
404(5)
Review of Chapter Objectives
405(1)
Marketing Terms You Need to Know
406(1)
Other Important Marketing Terms
406(1)
Projects and Teamwork Exercises
406(1)
Applying Chapter Concepts
407(1)
Ethics Exercise
407(1)
'netWork Exercises
408(1)
InfoTrac Citations and Exercises
408(1)
Case 12.1 What Will Become of the Box?
409(1)
Video Case 12.2 Everything Is Beautiful at L'Oreal
409(1)
Marketer's Minute: Talking about Marketing Careers with David Abrutyn, Senior Vice President of IMG Consulting
410(2)
Major League Soccer Continuing Video Case: MLS Finds Fertile New Ground
412(1)
part 5 DISTRIBUTION DECISIONS
413(66)
Marketing Channels and Supply Chain Management
414(32)
The Role of Marketing Channels in Marketing Strategy
416(1)
Types of Marketing Channels
417(4)
Direct Selling
419(1)
Channels Using Marketing Intermediaries
419(1)
Dual Distribution
420(1)
Reverse Channels
420(1)
Channel Strategy Decisions
421(5)
Selection of a Marketing Channel
421(1)
Determining Distribution Intensity
422(2)
Who Should Perform Channel Functions?
424(2)
Channel Management and Leadership
426(1)
Channel Conflict
426(1)
Achieving Channel Cooperation
427(1)
Vertical Marketing Systems
427(2)
Corporate and Administered Systems
428(1)
Contractual Systems
428(1)
Logistics and Supply Chain Management
429(4)
Radio Frequency Identification (RFID)
431(1)
Enterprise Resource Planning
432(1)
Logistical Cost Control
432(1)
Physical Distribution
433(7)
The Problem of Suboptimization
433(1)
Customer-Service Standards
434(1)
Transportation
434(4)
Warehousing
438(1)
Inventory Control Systems
439(1)
Order Processing
439(1)
Protective Packaging and Materials Handling
440(1)
Strategic Implications of Marketing in the 21st Century
440(5)
Review of Chapter Objectives
441(1)
Marketing Terms You Need to Know
442(1)
Other Important Marketing Terms
442(1)
Projects and Teamwork Exercises
443(1)
Applying Chapter Concepts
443(1)
Ethics Exercise
443(1)
'netWork Exercises
444(1)
InfoTrac Citations and Exercises
444(1)
Case 13.1 BAX to the Future: How a Logistics Firm Has Survived and Grown
445(1)
Video Case 13.2 1-800-Flowers.com: Great Gifts by Phone or Online
445(1)
Direct Marketing and Marketing Resellers: Retailers and Wholesalers
446(33)
Retailing
448(1)
Evolution of Retailing
448(1)
Retailing Strategy
449(8)
Selecting a Target Market
449(1)
Merchandising Strategy
450(1)
Customer-Service Strategy
451(1)
Pricing Strategy
452(1)
Location/Distribution Strategy
453(1)
Promotional Strategy
454(2)
Store Atmospherics
456(1)
Types of Retailers
457(5)
Classification of Retailers by Form of Ownership
458(1)
Classification by Shopping Effort
458(1)
Classification by Services Provided
458(1)
Classification by Product Lines
459(2)
Classification of Retail Transactions by Location
461(1)
Retail Convergence and Scrambled Merchandising
461(1)
Wholesaling Intermediaries
462(5)
Functions of Wholesaling Intermediaries
462(1)
Types of Wholesaling Intermediaries
463(4)
Retailer-Owned Cooperatives and Buying Offices
467(1)
Direct Marketing and Other Nonstore Retailing
467(2)
Direct Mail
467(1)
Direct Selling
468(1)
Direct-Response Retailing
468(1)
Telemarketing
469(1)
Internet Retailing
469(1)
Automatic Merchandising
469(1)
Strategic Implications of Marketing in the 21st Century
469(6)
Review of Chapter Objectives
470(1)
Marketing Terms You Need to Know
471(1)
Other Important Marketing Terms
472(1)
Projects and Teamwork Exercises
472(1)
Applying Chapter Concepts
473(1)
Ethics Exercise
473(1)
'netWork Exercises
474(1)
InfoTrac Citations and Exercises
474(1)
Case 14.1 Costco Challenges Mighty Wal-Mart
475(1)
Video Case 14.2 Westfield Group Creates a Shopper's Paradise
475(1)
Marketer's Minute: Talking about Marketing Careers with Jennifer Gardner, Director of Sales for the Cincinnati Reds
476(2)
Major League Soccer Continuing Video Case: MLS Delivers the Goods
478(1)
part 6 PROMOTIONAL DECISIONS
479(116)
Integrated Marketing Communications
480(38)
Integrated Marketing Communications
483(3)
Importance of Teamwork
485(1)
Role of Databases in Effective IMC Programs
486(1)
The Communication Process
486(4)
Objectives of Promotion
490(2)
Provide Information
490(1)
Increase Demand
491(1)
Differentiate the Product
491(1)
Accentuate the Product's Value
492(1)
Stabilize Sales
492(1)
Elements of the Promotional Mix
492(5)
Personal Selling
493(1)
Nonpersonal Selling
493(4)
Sponsorships
497(3)
Sponsorship Spending
498(1)
Growth of Sponsorships
499(1)
How Sponsorship Differs from Advertising
499(1)
Assessing Sponsorship Results
500(1)
Direct Marketing
500(4)
Direct Marketing Communications Channels
501(1)
Direct Mail
501(1)
Catalogs
502(1)
Telemarketing
502(1)
Direct Marketing via Broadcast Channels
503(1)
Electronic Direct Marketing Channels
503(1)
Other Direct Marketing Channels
504(1)
Developing an Optimal Promotional Mix
504(3)
Nature of the Market
504(1)
Nature of the Product
505(1)
Stage in the Product Life Cycle
505(1)
Price
506(1)
Funds Available for Promotion
506(1)
Pulling and Pushing Promotional Strategies
507(1)
Budgeting for Promotional Strategy
508(2)
Measuring the Effectiveness of Promotion
510(1)
Measuring Online Promotions
510(1)
The Value of Marketing Communications
511(2)
Social Importance
511(1)
Business Importance
512(1)
Economic Importance
512(1)
Strategic Implications of Marketing in the 21st Century
513(4)
Review of Chapter Objectives
513(1)
Marketing Terms You Need to Know
514(1)
Other Important Marketing Terms
515(1)
Projects and Teamwork Exercises
515(1)
Applying Chapter Concepts
515(1)
Ethics Exercise
516(1)
'netWork Exercises
516(1)
InfoTrac Citations and Exercises
516(1)
Case 15.1 IMC Strategy Launches New $20 Bill
517(1)
Video Case 15.2 Jimmy John's Sandwich Shops Give Customers Something to Chew On
517(1)
Advertising and Public Relations
518(34)
Advertising
520(2)
Types of Advertising
521(1)
Objectives of Advertising
521(1)
Advertising Strategies
522(4)
Comparative Advertising
522(1)
Celebrity Testimonials
523(1)
Retail Advertising
524(1)
Interactive Advertising
525(1)
Creating an Advertisement
526(1)
Translating Advertising Objectives into Advertising Plans
526(1)
Advertising Messages
527(3)
Advertising Appeals
527(1)
Developing and Preparing Ads
528(1)
Creating Interactive Ads
528(2)
Media Selection
530(6)
Television
530(1)
Radio
531(2)
Newspapers
533(1)
Magazines
533(1)
Direct Mail
534(1)
Outdoor Advertising
534(1)
Interactive Media
535(1)
Other Advertising Media
535(1)
Media Scheduling
536(1)
Organization of the Advertising Function
537(1)
Advertising Agencies
537(1)
Public Relations
538(2)
Marketing and Nonmarketing Public Relations
539(1)
Publicity
540(1)
Cross Promotion
540(1)
Measuring Promotional Effectiveness
541(3)
Measuring Advertising Effectiveness
541(2)
Measuring Public Relations Effectiveness
543(1)
Evaluating Interactive Media
543(1)
Ethics in Nonpersonal Selling
544(1)
Advertising Ethics
544(1)
Ethics in Public Relations
545(1)
Strategic Implications of Marketing in the 21st Century
545(6)
Review of Chapter Objectives
545(2)
Marketing Terms You Need to Know
547(1)
Other Important Marketing Terms
547(1)
Projects and Teamwork Exercises
548(1)
Applying Chapter Concepts
548(1)
Ethics Exercise
549(1)
'netWork Exercises
549(1)
InfoTrac Citations and Exercises
550(1)
Case 16.1 Will Technology Kill the Advertising Star?
551(1)
Video Case 16.2 Ride the White Wave with Silk Soymilk
551(1)
Personal Selling and Sales Promotion
552(43)
The Evolution of Personal Selling
554(2)
The Four Sales Channels
556(5)
Over-the-Counter Selling
556(1)
Field Selling
557(1)
Telemarketing
558(2)
Inside Selling
560(1)
Integrating the Various Selling Channels
560(1)
Trends in Personal Selling
561(4)
Relationship Selling
561(1)
Consultative Selling
562(1)
Team Selling
563(1)
Sales Force Automation
564(1)
Sales Tasks
565(2)
Order Processing
566(1)
Creative Selling
566(1)
Missionary Selling
566(1)
The Sales Process
567(4)
Prospecting and Qualifying
567(1)
Approach
568(1)
Presentation
569(1)
Demonstration
569(1)
Handling Objections
569(1)
Closing
570(1)
Follow-Up
571(1)
Managing the Sales Effort
571(7)
Recruitment and Selection
572(1)
Training
573(1)
Organization
573(1)
Supervision
574(1)
Motivation
575(1)
Compensation
576(1)
Evaluation and Control
576(2)
Ethical Issues in Sales
578(1)
Sales Promotion
579(6)
Consumer-Oriented Sales Promotions
580(3)
Trade-Oriented Promotions
583(2)
Strategic Implications of Marketing in the 21st Century
585(6)
Review of Chapter Objectives
585(2)
Marketing Terms You Need to Know
587(1)
Other Important Marketing Terms
587(1)
Projects and Teamwork Exercises
588(1)
Applying Chapter Concepts
589(1)
Ethics Exercise
589(1)
'netWork Exercises
589(1)
InfoTrac Citations and Exercises
590(1)
Case 17.1 The Independent Sales Force
591(1)
Video Case 17.2 Chicago Show, Inc. Puts on a Show
591(1)
Marketer's Minute: Talking about Marketing Careers with Suzy Christopher, Senior Director of Marketing for the Columbus Crew
592(2)
Major League Soccer Continuing Video Case: MLS Promotes Soccer, and Reading, and Jobs
594(1)
part 7 PRICING DECISIONS
595
Price Concepts and Approaches
596(30)
Pricing and the Law
598(3)
Robinson-Patman Act
599(1)
Unfair-Trade Laws
600(1)
Fair-Trade Laws
600(1)
Pricing Objectives and the Marketing Mix
601(4)
Profitability Objectives
602(1)
Volume Objectives
602(3)
Prestige Objectives
605(1)
Pricing Objectives of Not-for-Profit Organizations
605(1)
Methods for Determining Prices
606(2)
Price Determination in Economic Theory
608(5)
Cost and Revenue Curves
608(1)
The Concept of Elasticity in Pricing Strategy
609(4)
Practical Problems of Price Theory
613(1)
Price Determination in Practice
613(3)
Alternative Pricing Procedures
614(1)
Breakeven Analysis
614(2)
Toward Realistic Pricing
616(3)
The Modified Breakeven Concept
616(2)
Yield Management
618(1)
Global Issues in Price Determination
619(1)
Strategic Implications of Marketing in the 21st Century
620(5)
Review of Chapter Objectives
621(1)
Marketing Terms You Need to Know
622(1)
Other Important Marketing Terms
622(1)
Projects and Teamwork Exercises
623(1)
Applying Chapter Concepts
623(1)
Ethics Exercise
624(1)
'netWork Exercises
624(1)
InfoTrac Citations and Exercises
624(1)
Case 18.1 Universal Slashes Prices of CDs by 30 Percent
625(1)
Video Case 18.2 Wrigley's Gives Everyone Something to Chew On
625(1)
Pricing Strategies
626
Pricing Strategies
628(6)
Skimming Pricing Strategy
629(2)
Penetration Pricing Strategy
631(1)
Competitive Pricing Strategy
632(2)
Price Quotations
634(5)
Reductions from List Price
634(3)
Geographic Considerations
637(2)
Pricing Policies
639(4)
Psychological Pricing
640(1)
Price Flexibility
640(1)
Product-Line Pricing
641(1)
Promotional Pricing
641(1)
Price-Quality Relationships
642(1)
Competitive Bidding and Negotiated Prices
643(2)
Negotiating Prices Online
644(1)
The Transfer Pricing Dilemma
645(1)
Global Considerations and Online Pricing
646(2)
Traditional Global Pricing Strategies
646(1)
Characteristics of Online Pricing
646(1)
Bundle Pricing
647(1)
Strategic Implications of Marketing in the 21st Century
648(5)
Review of Chapter Objectives
649(1)
Marketing Terms You Need to Know
650(1)
Other Important Marketing Terms
650(1)
Projects and Teamwork Exercises
651(1)
Applying Chapter Concepts
651(1)
Ethics Exercise
652(1)
'netWork Exercises
652(1)
InfoTrac Citations and Exercises
652(1)
Case 19.1 Solving the Pricing Puzzle
653(1)
Video Case 19.2 Jiffy Lube: The Well-Oiled Machine
653(1)
Marketer's Minute: Talking about Marketing Careers with Pat Gavin, Director of the Professional Golf Management (PGM) Program at New Mexico State University
654(2)
Major League Soccer Continuing Video Case: Major League Soccer: The Price of Admission
656
Appendix 1(1)
Video Cases 1(1)
Notes 1(1)
Glossary 1(1)
Indexes 1

An electronic version of this book is available through VitalSource.

This book is viewable on PC, Mac, iPhone, iPad, iPod Touch, and most smartphones.

By purchasing, you will be able to view this book online, as well as download it, for the chosen number of days.

Digital License

You are licensing a digital product for a set duration. Durations are set forth in the product description, with "Lifetime" typically meaning five (5) years of online access and permanent download to a supported device. All licenses are non-transferable.

More details can be found here.

A downloadable version of this book is available through the eCampus Reader or compatible Adobe readers.

Applications are available on iOS, Android, PC, Mac, and Windows Mobile platforms.

Please view the compatibility matrix prior to purchase.