دانلود کتاب Marketing

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Cover
Title Page
Copyright Page
Welcome from the Authors!
Preface
Acknowledgments
Brief Contents
Detailed Contents
Part 1 Initiating the Marketing Process
1 CREATING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING
Creating Customer Value: The Chobani Way!
Creating an Exceptional Product
Connecting with Customers
Chobani Today
Chobani, Marketing, and You
What Is Marketing?
Marketing and Your Career
Marketing: Delivering Value to Customers
The Diverse Elements Influencing Marketing Actions
What Is Needed for Marketing to Occur
How Marketing Discovers and Satisfies Consumer Needs
Discovering Consumer Needs
The Challenge: Meeting Consumer Needs with New Products
Satisfying Consumer Needs
The Marketing Program: How Customer Relationships Are Built
Relationship Marketing: Easy to Understand, Hard to Do
The Marketing Program and Market Segments
3M’s Strategy and Marketing Program to Help Students Study
How Marketing Became So Important
Evolution of the Market Orientation
Focusing on Customer Relationship Management
Ethics and Social Responsibility in Marketing: Balancing the Interests of Different Groups
The Breadth and Depth of Marketing
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 1: Chobani®: Making Greek Yogurt a Household Name
Chapter Notes
2 DEVELOPING SUCCESSFUL ORGANIZATIONAL AND MARKETING STRATEGIES
Ben and Jerry Are on a Mission: To Make Fantastic, Sustainable, World-Changing Ice Cream
Today’s Organizations
Kinds of Organizations
Making Responsible Decisions: Social Entrepreneurs Are Creating New Types of Organizations to Pursue Social Goals
What Is Strategy?
The Structure of Today’s Organizations
Strategy in Visionary Organizations
Organizational Foundation: Why Does It Exist?
Organizational Direction: What Will It Do?
Organizational Strategies: How Will It Do It?
Tracking Strategic Performance with Marketing Analytics
Applying Marketing Metrics: How Well Is Ben & Jerry’s Doing?
Setting Strategic Directions
A Look Around: Where Are We Now?
Growth Strategies: Where Do We Want to Go?
Marketing Matters: Filling the Shoes of Apple CEO Tim Cook: Where Will Apple’s Projected Future Growth for Its Major SBUs Come From?
The Strategic Marketing Process
The Planning Phase of the Strategic Marketing Process
The Implementation Phase of the Strategic Marketing Process
The Evaluation Phase of the Strategic Marketing Process
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 2: IBM: Using Strategy to Build a “Smarter Planet”
Chapter Notes
Appendix A Building an Effective Marketing Plan
3 SCANNING THE MARKETING ENVIRONMENT
Fortune’s Businessperson of the Year: “I’m in This to Build Something Cool!”
Facebook in the Future
Environmental Scanning
Tracking Environmental Trends
An Environmental Scan of Today’s Marketplace
Social Forces
Demographics
Making Responsible Decisions: Balancing Profits and Purpose—Millennial Style
Culture
Economic Forces
Macroeconomic Conditions
Consumer Income
Marketing Insights About Me: American FactFinder: Your Source for Economic Information
Technological Forces
Technology of Tomorrow
Technology’s Impact on Customer Value
Technology Enables Data Analytics
Competitive Forces
Alternative Forms of Competition
Components of Competition
Small Businesses as Competitors
Regulatory Forces
Protecting Competition
Product-Related Legislation
Pricing-Related Legislation
Distribution-Related Legislation
Advertising- and Promotion-Related Legislation
Marketing Matters: Does Protecting Privacy Hurt the Web?
Control through Self-Regulation
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 3: Geek Squad: A New Business for a New Environment
Chapter Notes
4 ETHICAL AND SOCIAL RESPONSIBILITY FOR SUSTAINABLE MARKETING
Anheuser-Busch: Becoming the Best Beer Company in a Better World
Alcohol Responsibility
Environmental Preservation
Nature and Significance of Marketing Ethics
An Ethical/Legal Framework for Marketing
Critical Perceptions of Ethical Behavior
Four Factors Affect Ethical Marketing Behavior
Societal Culture and Norms
Business Culture and Industry Practices
Making Responsible Decisions: Corporate Conscience in the Cola War
Marketing Insights About Me: Is Corruption More or Less Common in My Country?
Corporate Culture and Expectations
Your Personal Moral Philosophy and Ethical Behavior
Understanding Social Responsibility for Sustainable Marketing
Three Concepts of Social Responsibility
Marketing Matters: Will Consumers Switch Brands for a Cause? Yes, If . . .
The Social Audit and Sustainable Development: Doing Well by Doing Good
Turning the Table: Consumer Ethics and Social Responsibility
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 4: Toyota: Building Cleaner, Greener Cars
Chapter Notes
Part 2 Understanding Buyers and Markets
5 UNDERSTANDING CONSUMER BEHAVIOR
Enlightened Carmakers Know What Custom(h)ers and Influenc(h)ers Value
Consumer Purchase Decision Process and Experience
Problem Recognition: Perceiving a Need
Information Search: Seeking Value
Alternative Evaluation: Assessing Value
Purchase Decision: Buying Value
Postpurchase Behavior: Realizing Value
Marketing Matters: How Much Is a Satisfied Customer Worth?
Consumer Involvement Affects Problem Solving
Situational Influences That Affect Purchase Decisions
Putting the Purchase Decision Process into Practice: Consumer Touchpoints and Consumer Journey Maps
Psychological Influences on Consumer Behavior
Consumer Motivation and Personality
Consumer Perception
Making Responsible Decisions: The Ethics of Subliminal Messages
Consumer Learning
Consumer Values, Beliefs, and Attitudes
Consumer Lifestyle
Marketing Insights About Me: What Motivates You? Identifying Your VALS Profile
Sociocultural Influences on Consumer Behavior
Personal Influence
Marketing Matters: BzzAgent—The Buzz Experience
Reference Group Influence
Family Influence
Social Class Influence
Culture and Subculture Influences
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 5: Coppertone: Creating the Leading Sun Care Brand by Understanding Consumers
Chapter Notes
6 UNDERSTANDING ORGANIZATIONS AS CUSTOMERS
Organizational Buying Is Marketing, Too! Purchasing Publication Paper for JCPenney
Business-to-Business Marketing and Organizational Buyers
Organizational Buyers
Organizational Markets
Measuring Organizational Markets
Characteristics of Organizational Buying
Demand Characteristics
Size of the Order or Purchase
Number of Potential Buyers
Organizational Buying Objectives
Marketing Insights About Me: Do I Buy from Organizations That Promote Diversity among Their Suppliers and in Their Workplaces?
Organizational Buying Criteria
Buyer–Seller Relationships and Supply Partnerships
Marketing Matters: At Milsco Manufacturing, “Our Marketing Philosophy Is Designed to Develop Partnerships” and Deliver a Great Ride for Customers’ Seats
Making Responsible Decisions: Sustainable Procurement for Sustainable Growth at Starbucks
The Organizational Buying Function and Process and the Buying Center
The Buying Function in Organizations
Stages in the Organizational Buying Process
The Buying Center: A Cross-Functional Group
Online Buying in Business-to-Business Marketing
Prominence of Online Buying in Organizational Markets
E-Marketplaces: Virtual Organizational Markets
Online Auctions in Organizational Markets
Marketing Matters: eBay Means Business for Business-to-Business Marketing Entrepreneurs, Too!
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 6: Trek: Building Better Bikes through Organizational Buying
Chapter Notes
7 UNDERSTANDING AND REACHING GLOBAL CONSUMERS AND MARKETS
Transforming the Way India Sells and Transforming the Way India Buys: Amazon India Builds a Multibillion-Dollar Operation from the Ground Up to the Cloud
Amazon’s Awesome Opportunity in India
Amazon’s Awesome Challenges in India
Failure Is Not an Option
Dynamics of World Trade
Global Perspective on World Trade
United States Perspective on World Trade
Marketing in a Dynamic Global Economy
Economic Protectionism by Individual Countries
Making Responsible Decisions: Global Ethics and Global Economics—The Case of Protectionism
Economic Integration among Countries
Global Competition among Global Companies for Global Consumers
Marketing Matters: The Global Teenager—A Market of 2 Billion Voracious Consumers
The Presence of a Networked Global Marketspace
Prevalence of Economic Espionage
A Global Environmental Scan
Cultural Diversity
Economic Considerations
Political-Regulatory Climate
Marketing Insights About Me: Checking My Country’s Political Risk Rating—Are You Surprised?
Comparing Global Market-Entry Strategies
Exporting
Marketing Matters: Creative Cosmetics and Creative Export Marketing in Japan
Licensing
Joint Venture
Direct Investment
Crafting a Worldwide Marketing Program
Product and Promotion Strategies
Distribution Strategy
Pricing Strategy
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 7: Mary Kay, Inc.: Building a Brand in India
Chapter Notes
Part 3 Targeting Marketing Opportunities
8 MARKETING RESEARCH: FROM CUSTOMER INSIGHTS TO ACTIONS
Hollywood Loves Marketing Research!
A Film Industry Secret
The Role of Marketing Research
What Is Marketing Research?
The Challenges in Doing Good Marketing Research
Five-Step Marketing Research Approach
Step 1: Define the Problem
Set the Research Objectives
Identify Possible Marketing Actions
Step 2: Develop the Research Plan
Specify Constraints
Identify Data Needed for Marketing Actions
Determine How to Collect Data
Step 3: Collect Relevant Information
Secondary Data: Internal
Secondary Data: External
Marketing Matters: Online Databases and Internet Resources Useful to Marketers
Advantages and Disadvantages of Secondary Data
Primary Data: Watching People
Primary Data: Asking People
Primary Data: Other Sources
Applying Marketing Metrics: Are the Carmex Social Media Programs Working Well?
Making Responsible Decisions: No More Personal Secrets: The Downside of Data Mining
Advantages and Disadvantages of Primary Data
Analyzing Primary Data Using Cross Tabulations
Step 4: Develop Findings
Analyze the Data
Present the Findings
Step 5: Take Marketing Actions
Make Action Recommendations
Implement the Action Recommendations
Evaluate the Results
Sales Forecasting Techniques
Judgments of the Decision Maker
Surveys of Knowledgeable Groups
Statistical Methods
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 8: Carmex® (A): Leveraging Facebook for Marketing Research
Chapter Notes
9 MARKET SEGMENTATION, TARGETING, AND POSITIONING
Segmentation Rules in the Kingdom of Happiness!
Zappos’s Secret to Success
Delivering WOW Customer Service
Why Segment Markets?
What Market Segmentation Means
When and How to Segment Markets
Steps in Segmenting and Targeting Markets
Step 1: Group Potential Buyers into Segments
Marketing Insights About Me: To Which “Flock” Do You Belong?
Step 2: Group Products to Be Sold into Categories
Step 3: Develop a Market-Product Grid and Estimate the Size of Markets
Step 4: Select Target Markets
Step 5: Take Marketing Actions to Reach Target Markets
Market-Product Synergies: A Balancing Act
Marketing Matters: Apple’s Segmentation Strategy—Camp Runamok No Longer
Positioning the Product
Two Approaches to Product Positioning
Writing a Positioning Statement
Product Positioning Using Perceptual Maps
A Perceptual Map to Reposition Chocolate Milk for Adults
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 9: Prince Sports, Inc.: Tennis Racquets for Every Segment
Chapter Notes
Part 4 Satisfying Marketing Opportunities
10 DEVELOPING NEW PRODUCTS AND SERVICES
Apple: The World-Class New-Product Machine
Apple’s New-Product Development Successes
Apple’s New-Product Development Stumbles
The Next Chapter in Apple’s Story: An Apple-Enabled iCar?
What Are Products and Services?
A Look at Goods, Services, and Ideas
Classifying Products
Classifying Services
Product Classes, Forms, Items, Lines, and Mixes
New Products and Why They Succeed or Fail
What Is a New Product?
Marketing Matters: Too Much of a Good Thing: Feature Bloat and Feature Fatigue in New-Product Development
Why Products and Services Succeed or Fail
How Applying Marketing Metrics Can Monitor New-Product Performance
Applying Marketing Metrics: Which States Are Underperforming?
The New-Product Development Process
Stage 1: New-Product Strategy Development
Stage 2: Idea Generation
Stage 3: Screening and Evaluation
Marketing Matters: Was the Google Glass Half Full or Half Empty?
Stage 4: Business Analysis
Stage 5: Development
Stage 6: Market Testing
Stage 7: Commercialization
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 10: GoPro: Making All of Us Heroes with Exciting New Products
Chapter Notes
11 MANAGING SUCCESSFUL PRODUCTS, SERVICES, AND BRANDS
Gatorade: Bringing Science to Sweat for More Than 50 Years
Creating the Gatorade Brand
Building the Gatorade Brand
Charting the Product Life Cycle
Introduction Stage
Growth Stage
Maturity Stage
Decline Stage
Marketing Matters: Will E-mail Spell Extinction for Fax Machines?
Three Aspects of the Product Life Cycle
Managing the Product Life Cycle
Role of a Product Manager
Applying Marketing Metrics: Knowing Your CDI and BDI
Modifying the Product
Modifying the Market
Repositioning the Product
Making Responsible Decisions: Consumer Economics of Downsizing—Get Less, Pay More
Branding and Brand Management
Marketing Insights About Me: Do You Want to Start a Business Using Your Own Name? Better Check First!
Brand Personality and Brand Equity
Picking a Good Brand Name
Branding Strategies
Packaging and Labeling Products
Creating Customer Value and Competitive Advantage through Packaging and Labeling
Marketing Matters: Creating Customer Value through Packaging—Pez Heads Dispense More Than Candy
Packaging and Labeling Challenges and Responses
Product Warranty
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 11: P&G’s Secret Deodorant: Finding Inspiration in Perspiration
Chapter Notes
12 SERVICES MARKETING
Airbnb Uses Services Marketing to Help Customers “Belong Anywhere”
The Uniqueness of Services
The Four I’s of Services
The Service Continuum
Classifying Services
Marketing Matters: Social Marketing Is a Must for Nonprofits
How Consumers Purchase Services
The Purchase Process
Assessing Service Quality
Customer Contact and Relationship Marketing
Marketing Matters: Managing Service Failures: The Importance of Monitoring and Guarantees
Managing the Marketing of Services
Product (Service)
Price
Place (Distribution)
Promotion
People
Physical Environment
Applying Marketing Metrics: Are JetBlue’s Flights Profitably Loaded?
Process
Services in the Future
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 12: LA Galaxy: Where Sports Marketing Is a Kick!
Chapter Notes
13 BUILDING THE PRICE FOUNDATION
VIZIO, Inc.—Building a Smart TV Brand at a Great Value
Nature and Importance of Price
What Is a Price?
Price as an Indicator of Value
Marketing Matters: Does Spirit Airlines Engage in Value Pricing? For Some Yes, for Others No
Price in the Marketing Mix
Step 1: Identify Pricing Objectives and Constraints
Identifying Pricing Objectives
Identifying Pricing Constraints
Step 2: Estimate Demand and Revenue
Estimating Demand
Price Elasticity of Demand
Marketing Matters: Using Big Data to Curb Smoking: Uncovering the Price Elasticity of Demand for Cigarettes
Fundamentals of Estimating Revenue
Step 3: Determine Cost, Volume, and Profit Relationships
The Importance of Controlling Costs
Break-Even Analysis
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 13: Washburn Guitars: Using Break-Even Points to Make Pricing Decisions
Chapter Notes
14 ARRIVING AT THE FINAL PRICE
E-books and E-conomics: A Twisted Tale of Pricing for Profit
Setting the Stage with e-Readers: Amazon’s Kindle
Printed Book Pricing Practices
Enter e-Books
Pricing e-Books . . . Profitably
Step 4: Select an Approximate Price Level
Demand-Oriented Pricing Approaches
Marketing Matters: Energizer’s Lesson in Price Perception—Value Lies in the Eye of the Beholder
Cost-Oriented Pricing Approaches
Profit-Oriented Pricing Approaches
Competition-Oriented Pricing Approaches
Applying Marketing Metrics: Are Red Bull Prices Above, At, or Below the Market?
Step 5: Set the List or Quoted Price
Choose a Price Policy
Consider Company, Customer, and Competitive Effects on Pricing
Making Responsible Decisions: The Ethics and Economics of Surge Pricing
Balance Incremental Costs and Revenues
Step 6: Make Special Adjustments to the List or Quoted Price
Discounts
Allowances
Geographical Adjustments
Marketing Matters: Everyday Low Prices at the Supermarket = Everyday Low Profits—Creating Customer Value at a Cost
Legal and Regulatory Aspects of Pricing
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 14: Carmex (B): Setting the Price of the Number One Lip Balm
Chapter Notes
Appendix B Financial Aspects of Marketing
15 MANAGING MARKETING CHANNELS AND SUPPLY CHAINS
Eddie Bauer: The “Brick, Click, and Flip” Pick for the Active Outdoor Enthusiast
Eddie Bauer’s Multichannel Marketing Strategy
Supply Chain Economics at Eddie Bauer
Nature and Importance of Marketing Channels
What Is a Marketing Channel of Distribution?
How Customer Value Is Created by Intermediaries
Marketing Channel Structure and Organization
Marketing Channels for Consumer Products and Services
Marketing Channels for Business Products and Services
Internet Marketing Channels
Direct and Multichannel Marketing
Dual Distribution and Strategic Channel Alliances
Marketing Matters: Nestlé and General Mills—Cereal Partners Worldwide
Vertical Marketing Systems
Marketing Channel Choice and Management
Factors Affecting Channel Choice and Management
Applying Marketing Metrics: Channel Sales and Profit at Charlesburg Furniture
Managing Channel Relationships: Conflict and Cooperation
Logistics and Supply Chain Management
Supply Chains versus Marketing Channels
Sourcing, Assembling, and Delivering a New Car: The Automotive Supply Chain
Supply Chain Management and Marketing Strategy
Marketing Matters: IBM’s Watson Supply Chain—Delivering a Total Solution for Its Customers
Two Concepts of Logistics Management in a Supply Chain
Total Logistics Cost Concept
Customer Service Concept
Closing the Loop: Reverse Logistics
Making Responsible Decisions: Reverse Logistics and Green Marketing Go Together at Hewlett-Packard: Recycling e-Waste
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 15: Amazon: Delivering the Earth’s Biggest Selection!
Chapter Notes
16 RETAILING AND WHOLESALING
Smart Stores Are Changing the Customer Journey!
The Value of Retailing
Consumer Utilities Offered by Retailing
The Global Economic Impact of Retailing
Classifying Retail Outlets
Form of Ownership
Making Responsible Decisions: How Green Is Your Retailer? The Rankings Are Out!
Level of Service
Type of Merchandise Line
Nonstore Retailing
Automatic Vending
Direct Mail and Catalogs
Television Home Shopping
Online Retailing
Telemarketing
Direct Selling
Retailing Strategy
Positioning a Retail Store
Retailing Mix
Applying Marketing Metrics: Why Apple Stores May Be the Best in the United States!
The Changing Nature of Retailing
The Wheel of Retailing
The Retail Life Cycle
Future Changes in Retailing
Multichannel Retailing
Marketing Matters: The Multichannel Marketing Multiplier
Data Analytics
Wholesaling
Merchant Wholesalers
Agents and Brokers
Manufacturers’ Branches and Offices
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 16: Mall of America®: America’s Biggest Mall Knows the Secret to Successful Retailing!
Chapter Notes
17 INTEGRATED MARKETING COMMUNICATIONS AND DIRECT MARKETING
Sometimes Taco Bell Leads to Wedding Bells!
The Communication Process
Encoding and Decoding
Feedback
Noise
The Promotional Elements
Advertising
Personal Selling
Public Relations
Sales Promotion
Direct Marketing
Integrated Marketing Communications—Developing the Promotional Mix
The Target Audience
Marketing Matters: Hey Marketers, College Students Are Digital and Mobile!
The Product Life Cycle
Product Characteristics
Stages of the Consumer Journey
Channel Strategies
Developing an Integrated Marketing Communications Program
Identifying the Target Audience
Specifying Promotion Objectives
Setting the Promotion Budget
Applying Marketing Metrics: How Much Should You Spend on IMC?
Selecting the Right Promotional Tools
Designing the Promotion
Scheduling the Promotion
Executing and Assessing the Promotion Program
Direct Marketing
The Growth of Direct Marketing
The Value of Direct Marketing
Technological, Global, and Ethical Issues in Direct Marketing
Making Responsible Decisions: What Is the Future of Your Privacy?
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 17: Taco Bell: Using IMC to Help Customers Live Más!
Chapter Notes
18 ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS
Fantasy Is Becoming Reality for Advertisers!
Types of Advertisements
Product Advertisements
Institutional Advertisements
Developing the Advertising Program
Identifying the Target Audience
Specifying Advertising Objectives
Setting the Advertising Budget
Marketing Insights About Me: Are You an Expert at Picking the Best Super Bowl Ads?
Designing the Advertisement
Selecting the Right Media
Applying Marketing Metrics: What Is the Best Way to Reach 1,000 Customers?
Different Media Alternatives
Making Responsible Decisions: Who Is Responsible for Preventing Click Fraud?
Scheduling the Advertising
Executing the Advertising Program
Pretesting the Advertising
Carrying Out the Advertising Program
Assessing the Advertising Program
Posttesting the Advertising
Making Needed Changes
Sales Promotion
Consumer-Oriented Sales Promotions
Trade-Oriented Sales Promotions
Public Relations
Publicity Tools
Increasing the Value of Promotion
Building Long-Term Relationships
Self-Regulation
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 18: Google, Inc.: The Right Ads at the Right Time
Chapter Notes
19 USING SOCIAL MEDIA AND MOBILE MARKETING TO CONNECT WITH CONSUMERS
Mobile Moments Will Soon Include a Nice Ride!
Understanding Social Media
What Are Social Media?
Comparing Social and Traditional Media
A Look at Four Important Social Media
Comparing Four Social Media
Facebook
Twitter
LinkedIn
YouTube
Marketing Matters: Vloggers Are the New Power Players, Worldwide!
Integrating Social Media into Today’s Marketing Strategies
Social Media and the Strategic Marketing Process
Selecting Social Media
How Social Media Produce Sales
Measuring the Results of Social Media Programs
Carmex Goes Viral with Luck and a LeBron James Bear Hug
The Future: Social Media + Smartphones + Exotic Apps
The Convergence of Real and Digital Worlds
Mobile Marketing: Tightening Links to Marketing Actions
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 19: StuffDOT™, Inc.: Rewarding Users for Actively Shopping and Sharing!
Chapter Notes
20 PERSONAL SELLING AND SALES MANAGEMENT
Meet Today’s Sales Professional
Scope and Significance of Personal Selling and Sales Management
Nature of Personal Selling and Sales Management
Selling Happens Almost Everywhere
Personal Selling in Marketing and Entrepreneurship
Creating Customer Solutions and Value through Salespeople: Relationship and Partnership Selling
Marketing Matters: Science and Selling: Is Customer Value Creation in Your Genes?
The Many Forms of Personal Selling
Order-Taking Salespeople
Order-Getting Salespeople
Customer Sales Support Personnel
Marketing Matters: Creating and Sustaining Customer Value through Cross-Functional Team Selling
The Personal Selling Process: Building Relationships
Prospecting: Identifying and Qualifying Prospective Customers
Preapproach: Preparing for the Sales Call
Approach: Making the First Impression
Presentation: Tailoring a Solution for a Customer’s Needs
Marketing Matters: Imagine This . . . Putting the Customer into Customer Solutions!
Close: Asking for the Customer’s Order or Business
Follow-up: Solidifying the Relationship
The Sales Management Process
Sales Plan Formulation: Setting Direction
Making Responsible Decisions: The Ethics of Asking Customers about Competitors
Sales Plan Implementation: Putting the Plan into Action
Marketing Insights About Me: What Is Your Emotional Intelligence? You Might Be Surprised
Salesforce Evaluation: Measuring Results
Applying Marketing Metrics: Tracking Salesperson Performance at Moore Chemical & Sanitation Supply, Inc.
Customer Relationship Management Systems and Technology
Customer Service and Support Automation
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 20: Xerox: Building Customer Relationships through Personal Selling
Chapter Notes
Part 5 Managing the Marketing Process
21 IMPLEMENTING INTERACTIVE AND MULTICHANNEL MARKETING
Seven Cycles Delivers Just One Bike. Yours.
Creating Customer Value, Relationships, and Experiences in Marketspace
Marketing Challenges in Two Environments
Creating Customer Value in Marketspace
Interactivity, Individuality, and Customer Relationships in Marketspace
Creating an Online Customer Experience
Applying Marketing Metrics: Sizing Up Site Stickiness at Sewell Automotive Companies
Online Consumer Behavior and Marketing Opportunities and Practice
Who Is the Online Consumer?
Marketing Insights About Me: Am I Addicted to the Internet? Answer 20 Questions to Find Out
What Consumers Buy Online
Why Consumers Shop and Buy Online
Making Responsible Decisions: Who Is Responsible for Internet Privacy and Security?
When and Where Consumers Shop and Buy Online
How Consumers Shop and Buy Online
Cross-Channel Consumers and Multichannel Marketing
Who Is the Cross-Channel Consumer?
Implementing Multichannel Marketing
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 21: Pizza Hut and imc2: Becoming a Multichannel Marketer
Chapter Notes
22 PULLING IT ALL TOGETHER: THE STRATEGIC MARKETING PROCESS
Strategic Marketing Helps General Mills Adapt to New Tastes!
Planning for Even More Change
Creative Initiatives at General Mills
Marketing Basics: Doing What Works and Allocating Resources
Finding and Using What Really Works
Allocating Marketing Resources Using Sales Response Functions
The Planning Phase of the Strategic Marketing Process
The Use of Marketing Metrics in Marketing Planning
The Variety of Marketing Plans
Marketing Planning Frameworks: The Search for Growth
Marketing Matters: A Test of Your Skills: Where Are the Synergies?
Some Marketing Planning and Strategy Lessons
Marketing Matters: Ask Disruptive Questions to Achieve Disruptive Innovations
The Implementation Phase of the Strategic Marketing Process
Is Planning or Implementation the Problem?
Increasing Emphasis on Marketing Implementation
Improving Implementation of Marketing Programs
Marketing Matters: Learning from Mistakes and Avoiding Traps on the Way to Blue Oceans
Organizing for Marketing
The Evaluation Phase of the Strategic Marketing Process
The Marketing Evaluation Process
Marketing ROI, Metrics, and Dashboards
Evaluation Using Marketing Metrics and Marketing Dashboards at General Mills
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 22: General Mills Warm Delights: Indulgent, Delicious, and Gooey!
Chapter Notes
Appendix C Planning a Career in Marketing
Appendix D Alternate Cases, available in SmartBook or ConnectInstructor Resources
Part 1
D-1 3M’s Post-it Flag® Highlighter: Extending the Concept!
D-2 Daktronics, Inc.: Global Displays in 68 Billion Colors
D-3 Jamba Juice: Scanning the Marketing Environment
D-4 BP’s Deepwater Horizon: Ethics and Environmental Effects
Part 2
D-5 Decoding a Purchase Decision
D-6 Motetronix Technology: Marketing Smart Dust
D-7 Callaway Golf: The Global Challenge
Part 3
D-8 HOM Furniture: Where Keen Observation Pays
D-9 Lawn Mowers: Segmentation Challenges
Part 4
D-10 Medtronic in China: Where “Simpler” Serves Patients Better
D-11 Pampered Pooches Travel in Style
D-12 Philadelphia Phillies, Inc.: Sports Marketing 101
D-13 Wellness Getaways, Inc.: The Challenge of Setting a Price
D-14 Glitzz: Devising a Pricing Strategy
D-15 Shiseido: Channeling Cosmetics in China
D-16 Trader Joe’s: Upscale Value
D-17 Banyan Tree Holdings: Creating a Brand with IMC
D-18 Target Corporation: Award-Winning Advertising
D-19 AOI Marketing: Using Facebook to Launch Bitter Girls®
D-20 Selling College Textbooks
Part 5
D-21 Crate and Barrel: Multichannel Marketing
D-22 Naked® Juice: Strategy for Growth
Glossary
Name Index
Company/Product Index
Subject Index