| Description |
358 pages : illustrations ; 23 cm |
| Contents |
Contents note continued: 10.Setting Product Strategy and Marketing Through the Life Cycle -- Marketing Management at Ford -- Product Characteristics and Classifications -- Product Levels -- Product Classifications -- Product and Services Differentiation -- Product Differentiation -- Services Differentiation -- Design Differentiation -- Product and Brand Relationships -- Product-Line Analysis -- Product-Line Length -- Line Modernization, Featuring, and Pruning -- Product-Mix Pricing -- Co-Branding and Ingredient Branding -- Packaging, Labeling, Warranties, and Guarantees -- Packaging -- Labeling -- Warranties and Guarantees -- Managing New Products -- The Innovation Imperative and New Product Success -- New Product Development -- The Consumer-Adoption Process -- Stages in the Adoption Process -- Factors Influencing Adoption -- Marketing Through the Product Life Cycle -- Product Life Cycles -- Marketing Strategies: Introduction Stage and the Pioneer Advantage -- |
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Contents note continued: 14.Managing Retailing, Wholesaling, and Logistics -- Marketing Management at Zappos -- Retailing -- Types of Retailers -- The New Retail Environment -- Retailer Marketing Decisions -- Private Labels -- Role of Private Labels -- Private Label Success Factors -- Wholesaling -- Wholesaling Functions -- Trends in Wholesaling -- Market Logistics -- Integrated Logistics Systems -- Market-Logistics Objectives -- Market-Logistics Decisions -- Organizational Lessons -- Executive Summary -- Notes -- pt. 6 COMMUNICATING VALUE -- 15.Designing and Managing Integrated Marketing Communications -- Marketing Management at Ocean Spray -- The Role of Marketing Communications -- The Changing Marketing Communications Environment -- Marketing Communications, Brand Equity, and Sales -- Communications Process Models -- Developing Effective Communications -- Identify the Target Audience -- Determine the Communications Objectives -- Design the Communications -- |
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Contents note continued: 4.Creating Long-term Loyalty Relationships -- Marketing Management at Harrah's Entertainment -- Building Customer Value, Satisfaction, and Loyalty -- Customer Perceived Value -- Total Customer Satisfaction -- Monitoring Satisfaction -- Product and Service Quality -- Maximizing Customer Lifetime Value -- Customer Profitability -- Measuring Customer Lifetime Value -- Cultivating Customer Relationships -- Attracting and Retaining Customers -- Building Loyalty -- Customer Databases and Database Marketing -- Data Warehouses and Data Mining -- The Downside of Database Marketing and CRM -- Executive Summary -- Notes -- 5.Analyzing Consumer Markets -- Marketing Management at LEGO -- What Influences Consumer Behavior? -- Cultural Factors -- Social Factors -- Personal Factors -- Key Psychological Processes -- Motivation: Freud, Maslow, Herzberg -- Perception -- Learning -- Emotions -- Memory -- The Buying Decision Process: The Five-Stage Model -- |
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Contents note continued: Analyzing Customer Needs and Wants -- Establishing Objectives and Constraints -- Identifying Major Channel Alternatives -- Evaluating Major Channel Alternatives -- Channel-Management Decisions -- Selecting Channel Members -- Training and Motivating Channel Members -- Evaluating Channel Members -- Modifying Channel Design and Arrangements -- Global Channel Considerations -- Channel Integration and Systems -- Vertical Marketing Systems -- Horizontal Marketing Systems -- Integrating Multichannel Marketing Systems -- Conflict, Cooperation, and Competition -- Types of Conflict and Competition -- Causes of Channel Conflict -- Managing Channel Conflict -- Dilution and Cannibalization -- Legal and Ethical Issues in Channel Relations -- E-Commerce and M-Commerce Marketing Practices -- E-Commerce and Pure-Click Companies -- E-Commerce and Brick-and-Click Companies -- M-Commerce Marketing -- Executive Summary -- Notes -- |
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Contents note continued: Business Relationships: Risks and Opportunism -- Executive Summary -- Notes -- 7.Identifying Market Segments and Targets -- Marketing Management at Club Med -- Bases for Segmenting Consumer Markets -- Geographic Segmentation -- Demographic Segmentation -- Psychographic Segmentation -- Behavioral Segmentation -- Bases for Segmenting Business Markets -- Market Targeting -- Effective Segmentation Criteria -- Evaluating and Selecting Market Segments -- Executive Summary -- Notes -- pt. 3 BUILDING STRONG BRANDS -- 8.Creating Brand Equity -- Marketing Management at Lululemon -- What Is Brand Equity? -- The Role of Brands -- The Scope of Branding -- Defining Brand Equity -- Brand Equity Models -- Building Brand Equity -- Choosing Brand Elements -- Designing Holistic Marketing Activities -- Leveraging Secondary Associations -- Internal Branding -- Brand Communities -- Measuring and Managing Brand Equity -- Brand Audits and Brand Tracking -- Brand Valuation -- |
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Contents note continued: Evaluating Advertising Effectiveness -- Sales Promotion -- Sales Promotion Objectives -- Advertising versus Promotion -- Major Decisions -- Events and Experiences -- Events Objectives -- Major Sponsorship Decisions -- Creating Experiences -- Public Relations -- Marketing Public Relations -- Major Decisions in Marketing PR -- Executive Summary -- Notes -- 17.Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling -- Marketing Management at PepsiCo -- Direct Marketing -- The Benefits of Direct Marketing -- Direct Mail -- Catalog Marketing -- Telemarketing -- Other Media for Direct-Response Marketing -- Public and Ethical Issues in Direct Marketing -- Interactive Marketing -- Word of Mouth -- Social Media -- Buzz and Viral Marketing -- Opinion Leaders -- Measuring the Effects of Word of Mouth -- Personal Selling and the Sales Force -- Types of Sales Representatives -- |
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Contents note continued: Managing Brand Equity -- Devising a Branding Strategy -- Branding Decisions -- Brand Portfolios -- Brand Extensions -- Customer Equity -- Executive Summary -- Notes -- 9.Crafting the Brand Positioning and Competing Effectively -- Marketing Management at Method -- Developing and Establishing a Brand Positioning -- Competitive Frame of Reference -- Points-of-Difference and Points-of-Parity -- Choosing POPs and PODs -- Brand Mantras -- Establishing Brand Positioning -- Differentiation Strategies -- Dimensions of Differentiation -- Rational and Emotional Components of Differentiation -- Competitive Strategies for Market Leaders -- Expanding the Total Market -- Protecting Market Share -- Increasing Market Share -- Other Competitive Strategies -- Market-Challenger Strategies -- Market-Follower Strategies -- Market-Nicher Strategies -- Executive Summary -- Notes -- pt. 4 SHAPING THE MARKET OFFERINGS -- |
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Contents note continued: Marketing Management at Yahoo! -- Marketing and Customer Value -- The Value Delivery Process -- The Value Chain -- Core Competencies -- A Holistic Marketing Orientation and Customer Value -- The Central Role of Strategic Planning -- Corporate and Division Strategic Planning -- Defining the Corporate Mission -- Establishing Strategic Business Units -- Assigning Resources to Each SBU -- Assessing Growth Opportunities -- Organization, Organizational Culture, and Innovation -- Business Unit Strategic Planning -- The Business Mission -- SWOT Analysis -- Goal Formulation -- Strategy Formulation -- Program Formulation and Implementation -- Feedback and Control -- The Marketing Plan and Marketing Performance -- Contents of a Marketing Plan -- From Marketing Plan to Marketing Action -- Measuring Marketing Performance -- Executive Summary -- Notes -- 3.Collecting Information and Forecasting Demand -- Marketing Management at Kimberly-Clark -- |
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Contents note continued: Marketing Strategies: Growth Stage -- Marketing Strategies: Maturity Stage -- Marketing Strategies: Decline Stage -- Critique of the Product Life-Cycle Concept -- Executive Summary -- Notes -- 11.Designing and Managing Services -- Marketing Management at Cirque du Soleil -- The Nature of Services -- Categories of Service Mix -- Distinctive Characteristics of Services -- The New Services Realities -- A Shifting Customer Relationship -- Marketing Excellence -- Differentiating Services -- Managing Service Quality -- Managing Customer Expectations -- Incorporating Self-Service Technologies -- Managing Product-Support Services -- Identifying and Satisfying Customer Needs -- Postsale Service Strategy -- Executive Summary -- Notes -- 12.Developing Pricing Strategies and Programs -- Marketing Management at Tiffany & Co. -- Understanding Pricing -- A Changing Pricing Environment -- How Companies Price -- Consumer Psychology and Pricing -- Setting the Price -- |
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Contents note continued: Personal Selling and Relationship Marketing -- Designing the Sales Force -- Sales Force Objectives and Strategy -- Sales Force Structure -- Sales Force Size -- Sales Force Compensation -- Managing the Sales Force -- Recruiting and Selecting Representatives -- Training and Supervising Sales Representatives -- Sales Rep Productivity -- Motivating Sales Representatives -- Evaluating Sales Representatives -- Executive Summary -- Notes -- pt. 7 CREATING SUCCESSFUL LONG-TERM GROWTH -- 18.Managing Marketing in the Global Economy -- Marketing Management at Timberland -- Competing on a Global Basis -- Deciding Whether to Go Abroad -- Deciding Which Markets to Enter -- Deciding How to Enter the Market -- Deciding on the Marketing Program -- Country-of-Origin Effects -- Internal Marketing -- Organizing the Marketing Department -- Relationships with Other Departments -- Socially Responsible Marketing -- Legal and Ethical Behavior -- Social Responsibility Behavior -- |
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Contents note continued: Problem Recognition -- Information Search -- Evaluation of Alternatives -- Purchase Decision -- Postpurchase Behavior -- Behavioral Decision Theory and Behavioral Economics -- Decision Heuristics -- Framing -- Executive Summary -- Notes -- 6.Analyzing Business Markets -- Marketing Management at Oracle -- What Is Organizational Buying? -- The Business Market versus the Consumer Market -- Institutional and Government Markets -- Buying Situations -- Systems Buying and Selling -- Participants in the Business Buying Process -- The Buying Center -- Buying Center Influences -- Targeting Firms and Buying Centers -- Stages in the Buying Process -- Problem Recognition -- General Need Description and Product Specification -- Supplier Search -- Proposal Solicitation -- Supplier Selection -- Order-Routine Specification -- Performance Review -- Managing Business-to-Business Customer Relationships -- The Benefits of Vertical Coordination -- |
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Contents note continued: Select the Communications Channels -- Establish the Total Marketing Communications Budget -- Deciding on the Marketing Communications Mix -- Characteristics of the Marketing Communications Mix -- Factors in Setting the Marketing Communications Mix -- Measuring Communications Results -- Managing the Integrated Marketing Communications Process -- Coordinating Media -- Implementing IMC -- Executive Summary -- Notes -- 16.Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations -- Marketing Management at Old Spice -- Developing and Managing an Advertising Program -- Setting the Objectives -- Deciding on the Advertising Budget -- Developing the Advertising Campaign -- Deciding on Media and Measuring Effectiveness -- Deciding on Reach, Frequency, and Impact -- Choosing Among Major Media Types -- Alternate Advertising Options -- Selecting Specific Media Vehicles -- Deciding on Media Timing and Allocation -- |
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Contents note continued: Step 1 Selecting the Pricing Objective -- Step 2 Determining Demand -- Step 3 Estimating Costs -- Step 4 Analyzing Competitors' Costs, Prices, and Offers -- Step 5 Selecting a Pricing Method -- Step 6 Selecting the Final Price -- Adapting the Price -- Geographical Pricing (Cash, Countertrade, Barter) -- Price Discounts and Allowances -- Promotional Pricing -- Differentiated Pricing -- Initiating and Responding to Price Changes -- Initiating Price Cuts -- Initiating Price Increases -- Responding to Competitors' Price Changes -- Executive Summary -- Notes -- pt. 5 DELIVERING VALUE -- 13.Designing and Managing Integrated Marketing Channels -- Marketing Management at Netflix -- Marketing Channels and Value Networks -- The Importance of Channels -- Hybrid Channels and Multichannel Marketing -- Value Networks -- The Role of Marketing Channels -- Channel Functions and Flows -- Channel Levels -- Service Sector Channels -- Channel-Design Decisions -- |
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Contents note continued: Sustainability -- Cause-Related Marketing -- Marketing Implementation and Control -- Marketing Control and Metrics -- The Marketing Audit -- The Future of Marketing -- Executive Summary -- Notes |
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Contents note continued: The Marketing Information System and Marketing Intelligence -- Internal Records and Database Systems -- Marketing Intelligence -- The Marketing Research System -- Defining Marketing Research -- The Marketing Research Process -- Step 1 Define the Problem, Decision Alternatives, and Research Objectives -- Step 2 Develop the Research Plan -- Step 3 Collect the Information -- Step 4 Analyze the Information -- Step 5 Present the Findings -- Step 6 Make the Decision -- Forecasting and Demand Measurement -- The Measures of Market Demand -- The Market Demand Function -- Estimating Current Demand -- Estimating Future Demand -- Analyzing the Macroenvironment -- Identifying the Major Forces -- The Demographic Environment -- The Economic Environment -- The Sociocultural Environment -- The Natural Environment -- The Technological Environment -- The Political-Legal Environment -- Executive Summary -- Notes -- pt. 2 CONNECTING WITH CUSTOMERS -- |
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Machine generated contents note: pt. 1 UNDERSTANDING MARKETING MANAGEMENT -- 1.Defining Marketing for the 21st Century -- Marketing Management at "Obama for President" -- The Importance of Marketing -- The Scope of Marketing -- What Is Marketing? -- What Is Marketed? -- Who Markets? -- What Is a Market? -- Core Marketing Concepts -- Needs, Wants, and Demands -- Target Markets, Positioning, and Segmentation -- Offerings and Brands -- Value and Satisfaction -- Marketing Channels -- Supply Chain -- Competition -- Marketing Environment -- The New Marketing Realities -- Major Societal Forces -- New Consumer Capabilities -- New Company Capabilities -- Company Orientation Toward the Marketplace -- The Production Concept -- The Product Concept -- The Selling Concept -- The Marketing Concept -- The Holistic Marketing Concept -- Updating the Four Ps -- Marketing Management Tasks -- Executive Summary -- Notes -- 2.Developing Marketing Strategies and Plans -- |
| Summary |
The editorial team at Pearson has worked closely with educators around the globe to inform students of the ever-changing world in a broad variety of disciplines. Pearson Education offers this product to the international market, which may or may not include alterations from the United States version. -- |
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This is a special edition of an established title widely used by colleges and universities throughout the world. Pearson published this exclusive edition for the benefit of students outside the United States and Canada. If you purchased this book within the United States or Canada you should be aware that it has been imported without the approval of the Publisher or the Author. --Book Jacket |
| Notes |
Previous ed.: 2009 |
| Bibliography |
Includes bibliographical references and indexes |
| Subject |
Marketing -- Management -- Case studies.
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Marketing -- Management -- Computer simulation.
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Marketing -- Management.
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| Genre/Form |
Case studies.
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| Author |
Keller, Kevin Lane, 1956-
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| ISBN |
0273752510 (paperback) |
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9780273752516 (paperback) |
