دانلود کتاب Marketing

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Cover
Title Page
Copyright Page
Dedication
About the Authors
Acknowledgments
Brief Contents
Table of Contents
SECTION 1 ASSESSING THE MARKETPLACE
1 OVERVIEW OF MARKETING
WHAT IS MARKETING?
Marketing Is about Satisfying Customer Needs and Wants
Marketing Entails an Exchange
Marketing Requires Product, Price, Place, and Promotion Decisions
Superior Service 1.1: A Service for Fliers, a Moneymaker for JetBlue Airlines: Wi-Fi-Enabled Shopping in the Air
Marketing Analytics 1.1: Location, Location, Analytics: Starbucks\' Use of Data to Place New Stores
Marketing Can Be Performed by Individuals and Organizations
Marketing Affects Various Stakeholders
Marketing Helps Create Value
Adding Value 1.1: The Meaning of Best Value: Whole Foods\' Purpose-Based Marketing
How Do Marketing Firms Become More Value Driven?
Social & Mobile Marketing 1.1: What Comes Around: Marketing Today
WHY IS MARKETING IMPORTANT?
Marketing Expands Firms\' Global Presence
Marketing Is Pervasive across Marketing Channel Members
Marketing Enriches Society
Ethical & Societal Dilemma 1.1: Free Fruit for Children: What Could Go Wrong?
Marketing Can Be Entrepreneurial
Reviewing Learning Objectives
Key Terms
Marketing Digitally
Marketing Applications
Quiz Yourself
Chapter Case Study: From Beans to Pralines: The Global Chocolate Market
2 DEVELOPING MARKETING STRATEGIES AND A MARKETING PLAN
WHAT IS A MARKETING STRATEGY?
Customer Excellence
Superior Service 2.1: Amazon Is about Products, Delivery, Prices, and Now Home Services
Operational Excellence
Product Excellence
Locational Excellence
Multiple Sources of Advantage
THE MARKETING PLAN
Step 1: Define the Business Mission
Step 2: Conduct a Situation Analysis
Adding Value 2.1: Small Coke Cans: Are Consumers Paying More for Less, or Are They Just Paying to Get What They Want?
Step 3: Identify and Evaluate Opportunities Using STP (Segmentation, Targeting, and Positioning)
Step 4: Implement Marketing Mix and Allocate Resources
Step 5: Evaluate Performance Using Marketing Metrics
Social & Mobile Marketing 2.1: Making Snapchat More Strategic: How CoverGirl Uses Geotargeting to Leverage the Marketing Potential of a Fun App
Ethical & Societal Dilemma 2.1: Volkswagen\'s \"Dieselgate\" Scandal
Marketing Analytics 2.1: The First Name in Predictive Analytics: Google
Strategic Planning Is Not Sequential
GROWTH STRATEGIES
Market Penetration
Market Development
Product Development
Diversification
Reviewing Learning Objectives
Key Terms
Marketing Digitally
Marketing Applications
Quiz Yourself
Toolkit SWOT Analysis
Chapter Case Study: The Coffee Wars
Appendix 2A: Writing a Marketing Plan
3 SOCIAL AND MOBILE MARKETING
THE 4E FRAMEWORK FOR SOCIAL MEDIA
Excite the Customer
Social & Mobile Marketing 3.1: Late-Night Laughs to Order
Educate the Customer
Experience the Product or Service
Adding Value 3.1: Educating Customers Using HubSpot
Engage the Customer
THE WHEEL OF SOCIAL MEDIA ENGAGEMENT
The Information Effect
The Connected Effect
The Network Effect
The Dynamic Effect
The Timeliness Effect
CATEGORIES OF SOCIAL MEDIA
Social Network Sites
Adding Value 3.2: Mercedes-Benz Is LinkedIn
Media-Sharing Sites
Thought-Sharing Sites
Ethical & Societal Dilemma 3.1: The Most Powerful and Appealing Target Market Might Be … Your Mom?
GOING MOBILE AND SOCIAL
App Pricing Models
HOW DO FIRMS ENGAGE THEIR CUSTOMERS USING SOCIAL MEDIA?
Listen
Analyze
Marketing Analytics 3.1: Finding a Perfect Match: How eHarmony Leverages Users\' Data to Identify Dates-and Their Consumption Patterns
Do
Marketing Analytics 3.2: Measuring the Coolest Tunes: A Billboard Chart for the Popularity of Music-Related Tweets
Reviewing Learning Objectives
Key Terms
Marketing Digitally
Marketing Applications
Quiz Yourself
Chapter Case Study: Images, Sales, Brands: How Red Bull Uses Various Social Media Techniques to Achieve All Its Objectives
4 CONSCIOUS MARKETING, CORPORATE SOCIAL RESPONSIBILITY, AND ETHICS
CONSCIOUS MARKETING
MARKETING\'S GREATER PURPOSE: CORPORATE SOCIAL RESPONSIBILITY AS AN ELEMENT OF CONSCIOUS MARKETING
THE STAKEHOLDERS OF CONSCIOUS MARKETING
Employees
Marketing Analytics 4.1: How Kellogg\'s Uses Analytics to Address GMO Concerns
Customers
Marketplace
Adding Value 4.1: Walmart Wants to Be the Corporate \"Good Guy\"
Society
Environment
INTEGRATING CONSCIOUS MARKETING THROUGHOUT THE FIRM: LEADERSHIP AND CULTURE
Planning Phase
Implementation Phase
Social & Mobile Marketing 4.1: How Mobile Phones and Payments Have Created a Viable New Market at the Bottom of the Pyramid
Control Phase
MARKETING ETHICS AS A CONSCIOUS MARKETING PRINCIPLE
The Nature of Ethical and Unethical Marketing Decisions
Ethics and Corporate Social Responsibility
A Framework for Ethical Decision Making
Review Learning Objectives
Key Terms
Marketing Digitally
Marketing Applications
Quiz Yourself
Chapter Case Study: Is There an App for Good Parenting?
Appendix 4A: Understanding Ethics Using Scenarios
5 ANALYZING THE MARKETING ENVIRONMENT
A MARKETING ENVIRONMENT ANALYSIS FRAMEWORK
THE IMMEDIATE ENVIRONMENT
Company Capabilities
Competitors
Corporate Partners
MACROENVIRONMENTAL FACTORS
Culture
Demographics
Social & Mobile Marketing 5.1: Understanding Connections, Both with and by Young Consumers
Social Trends
Superior Service 5.1: The MinuteClinic Mobile App: The Latest Service Expansion by CVS
Ethical & Societal Dilemma 5.1: Green Cereal?
Technological Advances
Marketing Analytics 5.1: When the Best Is Good Enough: Netflix\'s Stellar Predictive Analytics
Adding Value 5.1: Are We There Yet? Google\'s Moves to Get Us Closer to Driverless Cars
Economic Situation
Political/Regulatory Environment
Responding to the Environment
Reviewing Learning Objectives
Key Terms
Marketing Digitally
Marketing Applications
Quiz Yourself
Chapter Case Study: A Next-Generation Cleanser
SECTION 2 UNDERSTANDING THE MARKETPLACE
6 CONSUMER BEHAVIOR
THE CONSUMER DECISION PROCESS
Need Recognition
Marketing Analytics 6.1: Tax Time Tactics by H&R Block
Search for Information
Social & Mobile Marketing 6.1: The Future of Health Is Mobile
Evaluation of Alternatives
Ethical & Societal Dilemma 6.1: Wearing the \"Healthy\" Label: Natural and Organic Foods
Purchase and Consumption
Postpurchase
FACTORS INFLUENCING THE CONSUMER DECISION PROCESS
Psychological Factors
Ethical & Societal Dilemma 6.2: Can Marketing Be Life Threatening? Allegations of Unethical Practices by Pharmaceutical Firms
Social Factors
Situational Factors
Adding Value 6.1: Doing Everything Right-H-E-B Supermarkets
Social & Mobile Marketing 6.2: Ensuring Mobile Dominance through In-Store Promotion
INVOLVEMENT AND CONSUMER BUYING DECISIONS
Extended Problem Solving
Limited Problem Solving
Reviewing Learning Objectives
Key Terms
Marketing Digitally
Marketing Applications
Quiz Yourself
Chapter Case Study: The Diet Battle-Weight Watchers, Jenny Craig, and Slim-Fast
7 BUSINESS-TO-BUSINESS MARKETING
B2B MARKETS
Manufacturers and Service Providers
Marketing Analytics 7.1: Clouding over Computing Power
Resellers
Adding Value 7.1: The \"Alfonso Versant\" Fashion Show: Creating Excitement for a New Xerox Printer
Institutions
Government
Social & Mobile Marketing 7.1: iPads Go to Work
THE BUSINESS?TO?BUSINESS BUYING PROCESS
Stage 1: Need Recognition
Stage 2: Product Specification
Stage 3: RFP Process
Stage 4: Proposal Analysis, Vendor Negotiation, and Selection
Stage 5: Order Specification
Stage 6: Vendor Performance Assessment Using Metrics
THE BUYING CENTER
Organizational Culture
Ethical & Societal Dilemma 7.1: Is It Business or Bribery?
Building B2B Relationships
Social & Mobile Marketing 7.2: Making the Most of LinkedIn
THE BUYING SITUATION
Adding Value 7.2: Getting Out the Message with Inbound Marketing
Reviewing Learning Objectives
Key Terms
Marketing Digitally
Marketing Applications
Quiz Yourself
Chapter Case Study: Staples: The Big Box Retailer That\'s Really a B2B Powerhouse
8 GLOBAL MARKETING
ASSESSING GLOBAL MARKETS
Economic Analysis Using Metrics
Analyzing Infrastructure and Technological Capabilities
Analyzing Governmental Actions
Ethical & Societal Dilemma 8.1: How Chinese Regulations Change Car-Buying Practices
Analyzing Sociocultural Factors
The Appeal of the BRIC Countries
Social & Mobile Marketing 8.1: The Growth of Social Networking-Brazil\'s Free Market versus China\'s Restriction
CHOOSING A GLOBAL ENTRY STRATEGY
Exporting
Franchising
Strategic Alliance
Joint Venture
Adding Value 8.1: Tata Starbucks and the Indian Coffee Culture
Direct Investment
CHOOSING A GLOBAL MARKETING STRATEGY
Target Market: Segmentation, Targeting, and Positioning
Adding Value 8.2: Ponying Up the Latest Ford Mustang
Reviewing Learning Objectives
Key Terms
Marketing Digitally
Marketing Applications
Quiz Yourself
Chapter Case Study: The Globalization of the Most Ubiquitous of American Cuisines-the Hamburger
SECTION 3 TARGETING THE MARKETPLACE
9 SEGMENTATION, TARGETING, AND POSITIONING
THE SEGMENTATION, TARGETING, AND POSITIONING PROCESS
Step 1: Establish the Overall Strategy or Objectives
Step 2: Use Segmentation Methods
Social & Mobile Marketing 9.1: Is Facebook Over?
Marketing Analytics 9.1: A Complete Ecosystem for Coffee Drinkers: The Starbucks Mobile Plan
Step 3: Evaluate Segment Attractiveness
Ethical & Societal Dilemma 9.1: Congressional Hearings and the Ethical Considerations for Modern Loyalty Programs
Superior Service 9.1: Symbiosis in Your Stay: How Hotels Leverage Their Proximity to Universities
Step 4: Select a Target Market
Step 5: Identify and Develop Positioning Strategy
Positioning Methods
Positioning Using Perceptual Mapping
Reviewing Learning Objectives
Key Terms
Marketing Digitally
Marketing Applications
Quiz Yourself
Chapter Case Study: Mercedes-Benz
10 MARKETING RESEARCH
THE MARKETING RESEARCH PROCESS
Marketing Research Process Step 1: Defining the Objectives and Research Needs
Marketing Research Process Step 2: Designing the Research
Adding Value 10.1: A Key Motivation for Waking Teens Early on Weekends Disappears: Breakfast All Day at McDonalds
Marketing Research Process Step 3: Collecting the Data
Marketing Research Process Step 4: Analyzing the Data and Developing Insights
Superior Service 10.1: Did You Hit the Weights or Swim a Lap Today? Your University Wants to Know-For a Good Reason
Marketing Research Process Step 5: Developing and Implementing an Action Plan
SECONDARY DATA
Inexpensive External Secondary Data
Syndicated External Secondary Data
Social & Mobile Marketing 10.1: Nielsen Seeds to Track Viewership, Regardless of the Media People Use to Watch
Internal Secondary Data
Marketing Analytics 10.1: Google Analytics Promises Movie Studios the Ability to Predict Performance Weeks Prior to Opening
PRIMARY DATA COLLECTION TECHNIQUES
Observation
Social Media
In-Depth Interviews
Focus Group Interviews
Survey Research
Panel- and Scanner-Based Research
Experimental Research
Advantages and Disadvantages of Primary and Secondary Research
THE ETHICS OF USING CUSTOMER INFORMATION
Ethical & Societal Dilemma 10.1: Oh, Say, Can You See? The Implications of Mannequins That Capture Shoppers\' Demographic Data
Reviewing Learning Objectives
Key Terms
Marketing Digitally
Marketing Applications
Quiz Yourself
Chapter Case Study: Swim, Lift, Play-But Also Donate: Using Market Research to Redefine the YMCA
Appendix 10A: Using Secondary Data to Assess Customer Lifetime Value (CLV)
SECTION 4 VALUE CREATION
11 PRODUCT, BRANDING, AND PACKAGING DECISIONS
COMPLEXITY AND TYPES OF PRODUCTS
Complexity of Products
Types of Products
PRODUCT MIX AND PRODUCT LINE DECISIONS
Adding Value 11.1: An Entryway to Luxury: The Latest Entry-Level Models from High-End Car Brands
Marketing Analytics 11.1: How Macy\'s Defines Its Assortment through Analytics
BRANDING
Value of Branding for the Customer
Brand Equity for the Owner
Ethical & Societal Dilemma 11.1: (Not) Marketing Sugary Drinks to Kids
BRANDING STRATEGIES
Brand Ownership
Naming Brands and Product Lines
Brand and Line Extensions
Co-Branding
Brand Licensing
Brand Repositioning
Adding Value 11.2: The Global Appeal and Rebranding Efforts of American Airlines
PACKAGING
Product Labeling
Ethical & Societal Dilemma 11.2: Mars Inc., an Unlikely but Powerful Proponent of Sugar Labeling on Packages
Reviewing Learning Objectives
Key Terms
Marketing Digitally
Marketing Applications
Quiz Yourself
Chapter Case Study: From the Counterculture to the Runway: How Did Birkenstocks Become Fashionable?
12 DEVELOPING NEW PRODUCTS
WHY DO FIRMS CREATE NEW PRODUCTS?
Changing Customer Needs
Market Saturation
Managing Risk through Diversity
Adding Value 12.1: No Fairy Godmother Needed: How Disney Is Leveraging Its Inventory of Animated Films to Develop New Live-Action Products
Fashion Cycles
Improving Business Relationships
DIFFUSION OF INNOVATION
Innovators
Early Adopters
Ethical & Societal Dilemma 12.1: Drones in the Sky, Questions on the Ground
Early Majority
Late Majority
Laggards
Using the Diffusion of Innovation Theory
HOW FIRMS DEVELOP NEW PRODUCTS
Idea Generation
Marketing Analytics 12.1: Data That Help the Brand and the Customer: GM\'s Big Data Use
Social & Mobile Marketing 12.1: When Microsoft Plays Catch-Up
Concept Testing
Product Development
Market Testing
Product Launch
Evaluation of Results
THE PRODUCT LIFE CYCLE
Introduction Stage
Growth Stage
Maturity Stage
Adding Value 12.2: Skinny on Ingredients, Thick on Promise: The Growth of SkinnyPop Snacks
Decline Stage
The Shape of the Product Life Cycle Curve
Strategies Based on Product Life Cycle: Some Caveats
Reviewing Learning Objectives
Key Terms
Marketing Digitally
Marketing Applications
Quiz Yourself
Chapter Case Study: Is the Glass Half Full? The Launch, Death Struggles, and Potential Reemergence of Google Glass
13 SERVICES: THE INTANGIBLE PRODUCT
SERVICES MARKETING DIFFERS FROM PRODUCT MARKETING
Intangible
Adding Value 13.1: Kola House Restaurant: Ensuring a Service Experience That Includes Pepsi
Inseparable Production and Consumption
Heterogeneous
Perishable
PROVIDING GREAT SERVICE: THE GAPS MODEL
The Knowledge Gap: Understanding Customer Expectations
Marketing Analytics 13.1: Using Analytics to Reduce Wait Time at Kroger
The Standards Gap: Setting Service Standards
The Delivery Gap: Delivering Service Quality
The Communications Gap: Communicating The Service Promise
Ethical & Societal Dilemma 13.1: Fake Reviews
Service Quality and Customer Satisfaction and Loyalty
SERVICE RECOVERY
Listening to the Customers and Involving Them in the Service Recovery
Finding a Fair Solution
Resolving Problems Quickly
Reviewing Learning Objectives
Key Terms
Marketing Digitally
Marketing Applications
Quiz Yourself
Chapter Case Study: Transportation Network Services: Uber vs. Lyft vs. Taxis
SECTION 5 VALUE CAPTURE
14 PRICING CONCEPTS FOR ESTABLISHING VALUE
THE FIVE CS OF PRICING
Company Objectives
Customers
Adding Value 14.1: Changing Once, Changing Twice, Changing 3 Million Times: How Amazon Prices to Win
Marketing Analytics 14.1: Airlines Use Price Elasticities to Price Tickets
Superior Service 14.1: The Increasing Costs of Play: New Offers and Pricing by Disney and Universal Theme Parks
Costs
Break-Even Analysis and Decision Making
Markup and Target Return Pricing
Competition
Channel Members
Reviewing Learning Objectives
Key Terms
Marketing Digitally
Marketing Applications
Quiz Yourself
Chapter Case Study: Planet Fitness: Pricing for Success
15 STRATEGIC PRICING METHODS AND TACTICS
CONSIDERATIONS FOR SETTING PRICE STRATEGIES
Cost-Based Methods
Competition-Based Methods
Value-Based Methods
Adding Value 15.1: Value at a Premium Price: Moving Consumers Away from a View of Cheap as Valuable
Adding Value 15.2: Walmart Offers Low-Priced Organic Foods
PRICING STRATEGIES
Everyday Low Pricing (EDLP)
High/Low Pricing
New Product Pricing Strategies
PRICING TACTICS
Pricing Tactics Aimed at Consumers
Business Pricing Tactics and Discounts
LEGAL AND ETHICAL ASPECTS OF PRICING
Deceptive or Illegal Price Advertising
Predatory Pricing
Price Discrimination
Price Fixing
Ethical & Societal Dilemma 15.1: The Verdict: Apple Conspired to Raise Prices on eBooks
Ethical & Societal Dilemma 15.2: Impeding the Gray Market for Luxury Goods
Reviewing Learning Objectives
Key Terms
Marketing Digitally
Marketing Applications
Quiz Yourself
Chapter Case Study: Pizza Players, Pizza Prices
SECTION 6 VALUE DELIVERY: DESIGNING THE CHANNEL AND SUPPLY CHAIN
16 SUPPLY CHAIN AND CHANNEL MANAGEMENT
THE IMPORTANCE OF MARKETING CHANNEL/SUPPLY CHAIN MANAGEMENT
Adding Value 16.1: The Beans May Be Slow Cooked, but the Delivery Is Quick
Marketing Channels Add Value
Marketing Channel Management Affects Other Aspects of Marketing
DESIGNING MARKETING CHANNELS
Direct Marketing Channel
Indirect Marketing Channel
MANAGING THE MARKETING CHANNEL AND SUPPLY CHAIN
Marketing Analytics 16.1: Analytics in Support of Anticipatory Shipping by Amazon
Managing the Marketing Channel and Supply Chain through Vertical Marketing Systems
Managing Marketing Channels and Supply Chains through Strategic Relationships
Ethical & Societal Dilemma 16.1: Shrinking the Supply Chain to Supply Organic Demand
MAKING INFORMATION FLOW THROUGH MARKETING CHANNELS
Data Warehouse
MAKING MERCHANDISE FLOW THROUGH MARKETING CHANNELS
Distribution Centers versus Direct Store Delivery
Adding Value 16.2: E-Tailing in the United States versus India
The Distribution (or Fulfillment) Center
Superior Service 16.1: Who Will Win the Same-Day Grocery War?
Customer Store Pick Up
Inventory Management through Just-in-Time Inventory Systems
Reviewing Learning Objectives
Key Terms
Marketing Digitally
Marketing Applications
Quiz Yourself
Chapter Case Study: Zara Delivers Fast Fashion
17 RETAILING AND OMNICHANNEL MARKETING
CHOOSING RETAIL PARTNERS
Superior Service 17.1: Removing the Retailer, Burberry Seeks to Access Consumers Directly
Channel Structure
Customer Expectations
Channel Member Characteristics
Distribution Intensity
IDENTIFY TYPES OF RETAILERS
Food Retailers
Adding Value 17.1: Meet the Captain and Visit the Island
Marketing Analytics 17.1: How FreshDirect Figures Out How and When Customers Order
General Merchandise Retailers
Service Retailers
DEVELOPING A RETAIL STRATEGY USING THE FOUR PS
Product
Adding Value 17.2: Home Depot-Providing Customers Better Access to Products
Price
Promotion
Place
THE INTERNET AND OMNICHANNEL RETAILING
Social & Mobile Marketing 17.1: In-Store and Online Analytics at IKEA
Deeper and Broader Selection
Personalization
Expanded Market Presence
Integrated CRM
Brand Image
Pricing
Supply Chain
Reviewing Learning Objectives
Key Terms
Marketing Digitally
Marketing Applications
Quiz Yourself
Chapter Case Study: Making Macy\'s Meaningful: Moves by the Retail Chain to Maintain Its Competitiveness
SECTION 7 VALUE COMMUNICATION
18 INTEGRATED MARKETING COMMUNICATIONS
COMMUNICATING WITH CONSUMERS
The Communication Process
How Consumers Perceive Communication
Social & Mobile Marketing 18.1: Analyzing the Unmeasured: A Snapchat Experiment by Domino\'s to Test the Channel\'s Effectiveness
The AIDA Model
Adding Value 18.1: Landing an Endorsement Contract on Empire: Fiction, Reality, and Pepsi
Ethical & Societal Dilemma 18.1: The Need to Take Risks in IMC
CHANNELS USED IN AN INTEGRATED MARKETING COMMUNICATIONS STRATEGY
Advertising
Public Relations
Sales Promotions
Personal Selling
Direct Marketing
Online Marketing
PLANNING FOR AND MEASURING IMC SUCCESS
Goals
Setting and Allocating the IMC Budget
Measuring Success Using Marketing Metrics
Adding Value 18.2: America\'s Dream Team, Brought to You by Kia
Marketing Analytics 18.1: Puma\'s Use of Google Analytics
Planning, Implementing, and Evaluating IMC Programs-An Illustration of Google Advertising
Reviewing Learning Objectives
Key Terms
Marketing Digitally
Marketing Applications
Quiz Yourself
Chapter Case Study: Taking IMC to the Max: Pepsi Max and Modern Communications
19 ADVERTISING, PUBLIC RELATIONS, AND SALES PROMOTIONS
STEP 1: IDENTIFY TARGET AUDIENCE
STEP 2: SET ADVERTISING OBJECTIVES
Informative Advertising
Persuasive Advertising
Reminder Advertising
Focus of Advertisements
STEP 3: DETERMINE THE ADVERTISING BUDGET
STEP 4: CONVEY THE MESSAGE
The Message
The Appeal
STEP 5: EVALUATE AND SELECT MEDIA
Mass and Niche Media
Choosing the Right Medium
Determining the Advertising Schedule
Social & Mobile Marketing 19.1: What Comes Around: Just as Digital Has Pushed Out Traditional, Mobile Is Pushing Out Digital Advertising
STEP 6: CREATE ADVERTISEMENTS
Adding Value 19.1: Selling Out or Selling Well? The Use and Choice of Popular Music in Advertising Campaigns
Ethical & Societal Dilemma 19.1: When Makeup Companies Really Do Make Up Models\' Faces
STEP 7: ASSESSING IMPACT USING MARKETING METRICS
REGULATORY AND ETHICAL ISSUES IN ADVERTISING
PUBLIC RELATIONS
SALES PROMOTION
Types of Sales Promotion
Marketing Analytics 19.1: How CVS Uses Loyalty Data to Define Coupons
Using Sales Promotion Tools
Reviewing Learning Objectives
Key Terms
Marketing Digitally
Marketing Applications
Quiz Yourself
Chapter Case Study: Making Mastercard Priceless
20 PERSONAL SELLING AND SALES MANAGEMENT
THE SCOPE AND NATURE OF PERSONAL SELLING
Personal Selling as a Career
The Value Added by Personal Selling
Social & Mobile Marketing 20.1: Managing Relationships While Mobile: Sales Reports from the Field
THE PERSONAL SELLING PROCESS
Step 1: Generate and Qualify Leads
Adding Value 20.1: College Athletics Turn to the Pros for Sales Help
Step 2: Preapproach and the Use of CRM Systems
Adding Value 20.2: Selling in the Cloud: The Growth and Success of Salesforce.com
Step 3: Sales Presentation and Overcoming Reservations
Step 4: Closing the Sale
Step 5: Follow-Up
MANAGING THE SALES FORCE
Sales Force Structure
Recruiting and Selecting Salespeople
Sales Training
Motivating and Compensating Salespeople
Adding Value 20.2: When Tupperware Does More Than Store Food: Sales as Empowerment among Indonesian Women
ETHICAL AND LEGAL ISSUES IN PERSONAL SELLING
The Sales Manager and the Sales Force
The Sales Force and Corporate Policy
The Salesperson and the Customer
Ethical & Societal Dilemma 20.1: When Realtors Become Reality Stars
Reviewing Learning Objectives
Key Terms
Marketing Digitally
Marketing Applications
Quiz Yourself
Chapter Case Study: Alta Data Solutions: Making the Sale
Glossary
Quiz Yourself Answer Key
Name Index
Company Index
Subject Index