Marketing Now

Contemporary Marketing, 15th Edition
By DAVID L. KURTZ
Distinguished Professor of Marketing and
R.A. and Vivian Young Chair of Business Administration
University of Arkansas

Marketing continues to change at a record pace. Only one text keeps you well ahead of the curve-edition after edition. Boone & Kurtz’s Contemporary Marketing remains synonymous with innovation, equipping instructors and students with the very best teaching and learning solutions on the market. Period.

Since the very beginning, Boone & Kurtz has set the market standard for excellence. Continuing to raise the bar, each new edition has introduced groundbreaking features and coverage, making the text the unrivaled leader in marketing again and again. Closely in tune with the ever-changing and expanding marketing environment, this unparalleled text continues to deliver the most innovative coverage available-giving students a hands-on, up-close experience with the dynamic field
of marketing.

Current, relevant, and packed with student and instructor resources, the newest edition continues the tradition of innovation by going green. Now 15 editions strong, Contemporary Marketing remains … In a Class by Itself.

1974-First Edition
Shorter than the standard text of the day, the first edition is written to the student, not the professor—setting the standard for a truly “student-friendly” text.

The first marketing text based on marketing research, Contemporary Marketing is written the way instructors actually teach the class-a breakthrough for class preparation.

Classroom tested for a full year, the first edition equips instructors with a proven solution.

In the text’s forward, consulting editors Paul Green and Philip Kotler state: “… we feel that Contemporary Marketing is one of the most teachable marketing books to appear in years.”

Another example of its student-friendly features, Contemporary Marketing is the first business text to include cartoons in
each chapter.

1977 – Second Edition
Delivering the first major supplements package for a principles text, Contemporary Marketing begins its tradition of unrivaled teaching and learning resources.

It is also the first marketing text to remove all sexist language (common to the time) and is specifically reviewed for that objective.

1980 – Third Edition
Separate chapters are devoted to international and services marketing.

Supplemental cassette tapes feature famous marketers-including the real Colonel Sanders-enabling students to hear directly from marketing icons.

1983 – Fourth Edition
New emphasis on nonprofit applications highlight a key-but often overlooked—marketing sector.

An innovative new slide/lecture series added to the Boone/Kurtz package is a first for the basic marketing course.

1986 – Fifth Edition
The first full-color introduction to marketing text, Contemporary Marketing brings the vibrant field of marketing to life.

It is also selected as the text for the first-and only-telecourse.

1989 – Sixth Edition
Boone & Kurtz adopt a new strategic orientation.

Contemporary Marketing introduces the first video cases with videos directly tied to a specific text-bringing new relevancy
to the classroom.

The comprehensive Instructor’s Manual expands to two volumes-equipping instructors with a wealth of teaching tools and resources.

Available in both printed and customized formats, the Test Bank reaches 3,000 items.

The text’s original fullcolor transparencies and slides expand to a rich collection of 150.

1992 – Seventh Edition
Global marketing is integrated throughout-a first in marketing textbooks.

The video package is again enhanced and expanded.

The oversized format is introduced.

1995 – Eighth Edition
More than one million students-1.2 million to be exact-have now used Contemporary Marketing.

Lecture Active Presentation software is added.

An all-new set of video cases is included.

Transparencies are now 250 strong.

The New Media Instructor’s Manual is introduced.

The comprehensive Test Bank now exceeds 3,500 questions.

Marketing Career Software is also included in the Boone & Kurtz package, giving students insight into the exciting
opportunities for them in real-world marketing.

1998 – Ninth Edition
Contemporary Marketing is the first text to include a separate chapter on quality and customer satisfaction (now relationship marketing and customer relationship management).

Ethical controversies are added to each chapter, challenging students with real-world dilemmas.

New PowerPoint®/CD-ROM Media Active Software is launched.

The Test Bank reaches 4,000 questions.

2001 – Tenth Edition
An entire chapter is devoted to e-commerce.

The Contemporary Marketing online course is added.

Each chapter now includes a strategic implications section.

2004 – Eleventh Edition
Contemporary Marketing receives the William Holmes McGuffey Award for Excellence and Longevity.

More than 2 million students have now used Contemporary Marketing.

End-of-part continuing video cases are included.

Category management is discussed-a topic overlooked by many texts.

WebTutor™ with Black-board® and WebCT® transform traditional teaching tools.

2006 – Twelfth Edition
New “Etiquette Tips for Marketing Professionals” help students develop professionalism before they hit the market.

New end-of-part Marketer’s Minute interviews give students fast, practical, real-world insight.

Marketing concept checks are added.

2008 – Thirteenth Edition
New Evolution of a Brand Feature gives readers an in-depth look at successful brands that have stood the test of time.

The Certified Test Bank is introduced, ensuring the accuracy and relevance of more than 4,000 questions.

2010 – Fourteenth Edition
Contemporary Marketing goes GREEN!! The new text emphasizes the increasingly important environmental issue, as well as sets an example of green business practices. Plus, the book is printed on recycled paper.

Contemporary Marketing is available in an eBook format through iChapters and CourseSmart. Find out more at www.iChapters.com or www.coursesmart.com.

2012 – Fifteenth Edition
Contemporary Marketing includes extensive coverage of sustainability and green marketing through opening vignettes, boxed
features, cases, and references designated by an eye-catching sustainability icon.

Cengage Learning’s Marketing CourseMate brings course concepts to life with interactive learning, study, and exam preparation tools that support Contemporary Marketing.

CengageNOW integrated online course management and learning system combines the best of current technology to save time in planning and managing the course and assignments.

More than 4,000 Test Bank questions are tagged to meet AACSB, marketing discipline, and Rubin/Dierdorff managerial job skill requirements, each categorized by chapter objective, difficulty level, and question type.

About the author
Dave Kurtz
During Dave Kurtz’s high school days, no one in Salisbury, Maryland, would have mistaken him for a scholar. In fact, he was a mediocre student, so bad that his father steered him toward higher education by finding him a succession of backbreaking summer jobs. Thankfully, most of them have been erased from his memory, but a few linger, including picking peaches, loading watermelons on trucks headed for market, and working as a pipefitter’s helper. Unfortunately, these jobs had zero impact on his academic standing. Worse yet for Dave’s ego, he was no better than average as a high school athlete in football and track.

But four years at Davis & Elkins College in Elkins, West Virginia, turned him around. Excellent instructors helped get Dave on a sound academic footing. His grade point average soared—enough to get him accepted by the graduate business school at the University of Arkansas, where he met Gene Boone. Gene and Dave became longtime co-authors; together they produced more than 50 books. In addition to writing, Dave and Gene were involved in several entrepreneurial ventures. Today, Dave is back teaching at the University of Arkansas, after tours of duty in Ypsilanti, Michigan; Seattle, Washington; and Melbourne, Australia. He is the proud grandfather of six “perfect” kids and a sportsman with a golf handicap too high to mention. Dave, his wife, Diane, and four demanding canine companions (Daisy, Lucy, Molly, and Sally) live in Rogers, Arkansas. Dave holds a distinguished professorship at the Sam M. Walton College of Business in nearby Fayetteville, home of the Arkansas Razorbacks.

Contents

Preface
1 Designing Customer-Oriented Marketing Strategies
Chapter 1 Marketing: The Art and Science of Satisfying Customers
Chapter 2 Strategic Planning in Contemporary Marketing
Chapter 3 The Marketing Environment, Ethics, and Social Responsibility
Chapter 4 E-Business: Managing the Customer Experience

2 Understanding Buyers and Markets
Chapter 5 Consumer Behavior
Chapter 6 Business-to-Business (B2B) Marketing
Chapter 7 Global Marketing

3 Target Market Selection
Chapter 8 Marketing Research and Sales Forecasting
Chapter 9 Market Segmentation, Targeting, and Positioning
Chapter 10 Relationship Marketing and Customer Relationship Management (CRM)

4 Product Decisions 341
Chapter 11 Product and Service Strategies
Chapter 12 Developing and Managing Brand and Product Categories

5 Distribution Decisions
Chapter 13 Marketing Channels and Supply Chain Management
Chapter 14 Retailers, Wholesalers, and Direct Marketers

6 Promotional Decisions
Chapter 15 Integrated Marketing Communications
Chapter 16 Advertising and Public Relations
Chapter 17 Personal Selling and Sales Promotion

7 Pricing Decisions
Chapter 18 Pricing Concepts
Chapter 19 Pricing Strategies

Appendix A Your Career in Marketing A-1
Appendix B Developing an Effective Marketing Plan A-19
Appendix C Financial Analysis in Marketing A-33
Notes N-1
Glossary G-1
Name & Company Index I-1
Subject Index I-12
International Index I-28

Chapters Contents

—–

1 Designing Customer-Oriented Marketing Strategies

Chapter 1 Marketing: The Art and Science of Satisfying Customers
What Is Marketing
A Definition of Marketing | Today’s Global Marketplace
Four Eras in the History of Marketing
The Production Era | The Sales Era | The Marketing Era | The Relationship Era | Converting Needs to Wants
Avoiding Marketing Myopia
Extending the Traditional Boundaries of Marketing
Marketing in Not-for-Profit Organizations | Characteristics of Not-for-Profit Marketing
Nontraditional Marketing
Person Marketing | Place Marketing | Cause Marketing | Event Marketing | Organization Marketing
From Transaction-Based Marketing to Relationship Marketing
Using Interactive and Social Marketing to Build Relationships | Developing Partnerships and Strategic Alliances
Costs and Functions of Marketing
Ethics and Social Responsibility: Doing Well by Doing Good
Strategic Implications of Marketing in the 21st Century
Review of Chapter Objectives
Assessment Check: Answers | Marketing Terms You Need to Know | Assurance of Learning Review | Projects and Teamwork Exercises | Critical-Thinking Exercises | Ethics Exercise | Internet Exercises
Case 1.1 Hewlett-Packard Reduces, Reuses, Recycles
Video Case 1.2 Marketing: Satisfying Customers at Flight 001

Chapter 2 Strategic Planning in Contemporary Marketing
Marketing Planning: The Basis for Strategy and Tactics
Strategic Planning versus Tactical Planning | Planning at Different Organizational Levels
Steps in the Marketing Planning Process
Defining the Organization’s Mission and Objectives
Assessing Organizational Resources and Evaluating Environmental Risks and Opportunities | Formulating, Implementing, and Monitoring a Marketing Strategy
Successful Strategies: Tools and Techniques
Porter’s Five Forces Model | First Mover and Second Mover Strategies | SWOT Analysis | The Strategic Window
Elements of a Marketing Strategy
The Target Market | Marketing Mix Variables | The Marketing Environment
Methods for Marketing Planning
Business Portfolio Analysis | The BCG Matrix
Strategic Implications of Marketing in the 21st Century
Review of Chapter Objectives
Assessment Check: Answers | Marketing Terms You Need to Know | Assurance of Learning Review | Projects and Teamwork Exercises | Critical-Thinking Exercises | Ethics Exercise | Internet Exercises
Case 2.1 How a Stadium Becomes Part of a Marketing Strategy
Video Case 2.2 Strategic Planning and the Marketing Process at Preserve

Chapter 3 The Marketing Environment, Ethics, and Social Responsibility 62
Environmental Scanning and Environmental Management
The Competitive Environment
Types of Competition | Developing a Competitive Strategy | Time-Based Competition
The Political-Legal Environment
Government Regulation | Government Regulatory Agencies | Other Regulatory Forces | Controlling the Political-Legal Environment
The Economic Environment
Stages in the Business Cycle | The Global Economic Crisis | Inflation and Deflation | Resource Availability | The International Economic Environment
The Technological Environment
Applying Technology
The Social-Cultural Environment
Consumerism
Ethical Issues in Marketing
Ethics in Marketing Research | Ethics in Product Strategy | Ethics in Distribution | Ethics in Promotion | Ethics in Pricing
Social Responsibility in Marketing
Marketing’s Responsibilities | Marketing and Ecology
Strategic Implications of Marketing in the 21st Century
Review of Chapter Objectives
Assessment Check: Answers | Marketing Terms You Need to Know | Assurance of Learning Review | Projects and Teamwork Exercises | Critical-Thinking Exercises | Ethics Exercise | Internet Exercises | Ethics Questionnaire Answers
Case 3.1 Dolores Labs Takes the Guesswork Out of Grunt Work
Video Case 3.2 The Marketing Environment, Ethics, and Social Responsibility at Scholfield Honda

Chapter 4 E-Business: Managing the Customer Experience
The Digital World
E-Business and E-Marketing
Opportunities of E-Marketing | Web Business Models
B2B E-Marketing
Proprietary B2B Transactions | E-Procurement on Open Exchanges
B2C E-Marketing
Electronic Storefronts | Benefits of B2C E-Marketing | Online Buyers and Sellers
Challenges in E-Business and E-Marketing
Safety of Online Payment | Privacy Issues | Fraud and Scams | Design and Customer Service | Channel Conflicts and Copyright Disputes
Marketing and Web Communication
Online Communities and Social Networks | Blogs and Podcasts | Promotions on the Web
Building an Effective Web Presence
Successful Site Development | Establishing Goals | Implementation and Interest | Pricing and Maintenance
Assessing Site Effectiveness
Strategic Implications of Marketing in the 21st Century
Review of Chapter Objectives
Assessment Check: Answers | Marketing Terms You Need to Know | Assurance of Learning Review | Projects and Teamwork Exercises | Critical-Thinking Exercises | Ethics Exercise | Internet Exercises
Case 4.1 Procter & Gamble’s New Web Strategy
Video Case 4.2 E-Business at Evo
Greensburg, Inc. Continuing Video Case: Marketing Is Not a Dirty Word

—–

2 Understanding Buyers and Markets

Chapter 5 Consumer Behavior
Interpersonal Determinants of Consumer Behavior
Cultural Influences | Social Influences | Family Influences
Personal Determinants of Consumer Behavior
Needs and Motives | Perceptions | Attitudes | Learning | Self-Concept Theory
The Consumer Decision Process
Problem or Opportunity Recognition | Search | Evaluation of Alternatives | Purchase Decision and Purchase Act | Postpurchase Evaluation | Classifying Consumer Problem-Solving Processes
Strategic Implications of Marketing in the 21st Century
Review of Chapter Objectives
Assessment Check: Answers | Marketing Terms You Need to Know | Assurance of Learning Review | Projects and Teamwork Exercises | Critical-Thinking Exercises | Ethics Exercise | Internet Exercises
Case 5.1 How Color Is Used in Marketing
Video Case 5.2 Consumer Behavior at Scholfield Honda

Chapter 6 Business-to-Business (B2B) Marketing
Nature of the Business Market
Components of the Business Market | B2B Markets: The Internet Connection | Differences in Foreign Business Markets
Segmenting B2B Markets
Segmentation by Demographic Characteristics | Segmentation by Customer Type | Segmentation by End-Use Application | Segmentation by Purcha Categories
Characteristics of the B2B Market
Geographic Market Concentration | Sizes and Numbers of Buyers | The Purchase Decision Process | Buyer–Seller Relationships | Evaluating International Business Markets
Business Market Demand
Derived Demand | Volatile Demand | Joint Demand | Inelastic Demand | Inventory Adjustments
The Make, Buy, or Lease Decision
The Rise of Offshoring and Outsourcing | Problems with Offshoring and Outsourcing
The Business Buying Process
Influences on Purchase Decisions | Model of the Organizational Buying Process | Classifying Business Buying Situations | Analysis Tools
The Buying Center Concept
Buying Center Roles | International Buying Centers
Developing Effective Business-to-Business Marketing Strategies
Challenges of Government Markets | Challenges of Institutional Markets | Challenges of International Markets
Strategic Implications of Marketing in the 21st Century
Review of Chapter Objectives
Assessment Check: Answers | Marketing Terms You Need to Know | Assurance of Learning Review | Projects and Teamwork Exercises | Critical-Thinking Exercises | Ethics Exercise | Internet Exercises
Case 6.1 Peerless Pump Puts Customers First
Video Case 6.2 Business-to-Business Marketing at Flight 001

Chapter 7 Global Marketing
The Importance of Global Marketing
Service and Retail Exports | Benefits of Going Global
The International Marketing Environment
International Economic Environment | International Social-Cultural Environment | International Technological Environment | International Political-Legal Environment | Trade Barriers | Dumping
Multinational Economic Integration
GATT and the World Trade Organization | The NAFTA Accord | The Free Trade Area of the Americas and CAFTA-DR | The European Union
Going Global
Strategies for Entering Foreign Markets
Importing and Exporting | Contractual Agreements | International Direct Investment
From Multinational Corporation to Global Marketer
Developing an International Marketing Strategy
International Product and Promotional Strategies | International Distribution Strategy | Pricing Strategy | Countertrade
The United States as a Target for International Marketers
Strategic Implications of Marketing in the 21st Century
Review of Chapter Objectives
Assessment Check: Answers | Marketing Terms You Need to Know | Assurance of Learning Review | Projects and Teamwork Exercises | Critical-Thinking Exercises | Ethics Exercise | Internet Exercises
Case 7.1 General Motors: Revved Up in China
Video Case 7.2 Global Marketing at Evo
Greensburg, Inc. Continuing Video Case: Rebuilding: They Didn’t Ask for This

—–

3 Target Market Selection

Chapter 8 Marketing Research and Sales Forecasting
The Marketing Research Function
Development of the Marketing Research Function | Who Conducts Marketing Research? | Customer Satisfaction Measurement Programs
The Marketing Research Process
Define the Problem | Conduct Exploratory Research | Formulate a Hypothesis | Create a Research Design | Collect Data | Interpret and Present Research Data
Marketing Research Methods
Secondary Data Collection | Sampling Techniques | Primary Research Methods | Survey Methods
Conducting International Marketing Research
Interpretive Research
Ethnographic Studies
Computer Technology in Marketing Research
Marketing Information Systems (MISs) | Marketing Decision Support Systems (MDSSs) | Data Mining | Business Intelligence | Competitive Intelligence
Sales Forecasting
Qualitative Forecasting Techniques
Strategic Implications of Marketing in the 21st Century
Review of Chapter Objectives
Assessment Check: Answers | Marketing Terms You Need to Know | Assurance of Learning Review | Projects and Teamwork Exercises | Critical-Thinking Exercises | Ethics Exercise | Internet Exercises
Case 8.1 Oberto Sausage: A Recipe for Forecasting
Video Case 8.2 Marketing Research and Sales Forecasting at Ogden Publications

Chapter 9 Market Segmentation, Targeting, and Positioning
Types of Markets
The Role of Market Segmentation
Criteria for Effective Segmentation
Segmenting Consumer Markets
Geographic Segmentation
Using Geographic Segmentation | Geographic Information Systems (GISs)
Demographic Segmentation
Segmenting by Gender | Segmenting by Age | The Cohort Effect: The Video Game Generation | Segmenting by Ethnic Group | Segmenting by Family Lifecycle Stages | Segmenting by Household Type | Segmenting by Income and Expenditure Patterns | Demographic Segmentation Abroad
Psychographic Segmentation
What Is Psychographic Segmentation? | VALSTM | Psychographic Segmentation of Global Markets | Using Psychographic Segmentation
Product-Related Segmentation
Segmenting by Benefits Sought | Segmenting by Usage Rates | Segmenting by Brand Loyalty | Using Multiple Segmentation Bases 297
The Market Segmentation Process
Develop a Relevant Profile for Each Segment | Forecast Market Potential | ForecastProbable Market Share | Select Specific Market Segments
Strategies for Reaching Target Markets
Undifferentiated Marketing | Differentiated Marketing | Concentrated Marketing | Micromarketing
Selecting and Executing a Strategy
Strategic Implications of Marketing in the 21st Century
Review of Chapter Objectives
Assessment Check: Answers | Marketing Terms You Need to Know | Assurance of Learning Review | Projects and Teamwork Exercises | Critical-Thinking Exercises | Ethics Exercise | Internet Exercises
Case 9.1 Carrols Restaurant Group: Feeding a Hungry Public
Video Case 9.2 Targeting and Positioning at Numi Tea

Chapter 10 Relationship Marketing and Customer Relationship Management (CRM)
The Shift from Transaction-Based Marketing to Relationship Marketing
Elements of Relationship Marketing | Internal Marketing
The Relationship Marketing Continuum
First Level: Focus on Price | Second Level: Social Interactions | Third Level: Interdependent Partnership
Enhancing Customer Satisfaction
Understanding Customer Needs | Obtaining Customer Feedback and Ensuring Satisfaction
Building Buyer–Seller Relationships
How Marketers Keep Customers | Database Marketing | Customers as Advocates
Customer Relationship Management
Benefits of CRM | Problems with CRM | Retrieving Lost Customers
Buyer–Seller Relationships in Business-to-Business Markets
Choosing Business Partners | Types of Partnerships | Cobranding and Comarketing
Improving Buyer–Seller Relationships in Business-to-Business Markets
National Account Selling | Business-to-Business Databases | Electronic Data Interchange and Web Services
Vendor-Managed Inventory
Managing the Supply Chain | Business-to-Business Alliances
Evaluating Customer Relationship Programs
Strategic Implications of Marketing in the 21st Century
Review of Chapter Objectives
Assessment Check: Answers | Marketing Terms You Need to Know | Assurance of Learning Review | Projects and Teamwork Exercises | Critical-Thinking Exercises | Ethics Exercise | Internet Exercises
Case 10.1 Microsoft Uses Partnership to Hedge Its Bet on Bing
Video Case 10.2 Relationship Marketing and CRM at Numi Tea
Greensburg, Inc. Continuing Video Case: This Isn’t Your Father’s Honda … or Is It?

—–

4 Product Decisions

Chapter 11 Product and Service Strategies
What Is a Product?
What Are Goods and Services?
Importance of the Service Sector
Classifying Goods and Services for Consumer and Business Markets
Types of Consumer Products | Classifying Consumer Services | Applying the Consumer Products Classification System | Types of Business Products
Quality as a Product Strategy
Worldwide Quality Programs | Benchmarking | Quality of Services
Development of Product Lines
Desire to Grow | Enhancing the Company’s Market Position | Optimal Use of Company Resources
The Product Mix
Product Mix Width | Product Mix Length | Product Mix Depth | Product Mix Decisions
The Product Lifecycle
Introductory Stage | Growth Stage | Maturity Stage | Decline Stage
Extending the Product Lifecycle
Increasing Frequency of Use | Increasing the Number of Users | Finding New Uses | Changing Package Sizes, Labels, or Product Quality
Product Deletion Decisions
Strategic Implications of Marketing in the 21st Century
Review of Chapter Objectives
Assessment Check: Answers | Marketing Terms You Need to Know | Assurance of Learning Review | Projects and Teamwork Exercises | Critical-Thinking Exercises | Ethics Exercise | Internet Exercises
Case 11.1 New Balance “Experiences” China
Video Case 11.2 Product and Service Strategy at Preserve

Chapter 12 Developing and Managing Brand and Product Categories
Managing Brands for Competitive Advantage
Brand Loyalty | Types of Brands | Brand Equity | The Role of Category and Brand Management
Product Identification
Brand Names and Brand Marks | Trademarks | Developing Global Brand Names and Trademarks | Packaging | Brand Extensions | Brand Licensing
New-Product Planning
Product Development Strategies | The Consumer Adoption Process | Adopter Categories | Identifying Early Adopters | Organizing for New-Product Development | The New-Product Development Process | Idea Generation | Screening | Business Analysis | Development | Test Marketing | Commercialization
Product Safety and Liability
Strategic Implications of Marketing in the 21st Century
Review of Chapter Objectives
Assessment Check: Answers | Marketing Terms You Need to Know | Assurance of Learning Review | Projects and Teamwork Exercises | Critical-Thinking Exercises | Ethics Exercise | Internet Exercises
Case 12.1 Roy Choi Takes Gourmet Food to the Street
Video Case 12.2 Developing and Managing Brand and Product Categories at Maine Media Workshops
Greensburg, Inc. Continuing Video Case: Green: It’s Not Just for Earth Day

—–

5 Distribution Decisions

Chapter 13 Marketing Channels and Supply Chain Management
The Role of Marketing Channels in Marketing Strategy
Types of Marketing Channels
Direct Selling | Channels Using Marketing Intermediaries | Dual Distribution | Reverse Channels
Channel Strategy Decisions
Selection of a Marketing Channel | Determining Distribution Intensity | Who Should Perform Channel Functions?
Channel Management and Leadership
Channel Conflict | Achieving Channel Cooperation
Vertical Marketing Systems
Corporate and Administered Systems | Contractual Systems
Logistics and Supply Chain Management
Radio-Frequency Identification | Enterprise Resource Planning | Logistical Cost Control
Physical Distribution
The Problem of Suboptimization | Customer Service Standards | Transportation | Major Transportation Modes | Freight Forwarders and Supplemental Carriers | Intermodal Coordination | Warehousing | Inventory Control Systems | Order Processing | Protective Packaging and Materials Handling
Strategic Implications of Marketing in the 21st Century
Review of Chapter Objectives
Assessment Check: Answers | Marketing Terms You Need to Know | Assurance of Learning Review | Projects and Teamwork Exercises | Critical-Thinking Exercises | Ethics Exercise | Internet Exercises
Case 13.1 Carolyn Dorothy: Not Your Grandpa’s Tugboat
Video Case 13.2 Marketing Channels and Supply Chain Management at Preserve

Chapter 14 Retailers, Wholesalers, and Direct Marketers
Retailing
Evolution of Retailing
Retailing Strategy
Selecting a Target Market | Merchandising Strategy | Customer Service Strategy | Pricing Strategy | Location/Distribution Strategy | Promotional Strategy | Store Atmospherics
Types of Retailers
Classification of Retailers by Form of Ownership | Classification by Shopping Effort | Classification by Services Provided | Classification by Product Lines | Classification of Retail Transactions by Location | Retail Convergence and Scrambled Merchandising
Wholesaling Intermediaries
Functions of Wholesaling Intermediaries | Types of Wholesaling Intermediaries | Retailer-Owned Cooperatives and Buying Offices
Direct Marketing and Other Nonstore Retailing
Direct Mail | Direct Selling | Direct-Response Retailing | Telemarketing | Internet Retailing | Automatic Merchandising
Strategic Implications of Marketing in the 21st Century
Review of Chapter Objectives
Assessment Check: Answers | Marketing Terms You Need to Know | Assurance of Learning Review | Projects and Teamwork Exercises | Critical-Thinking Exercises | Ethics Exercise | Internet Exercises
Case 14.1 Groupon: Finding Strength in Numbers
Video Case 14.2 Retailing at Flight 001
Greensburg, Inc. Continuing Video Case: A Little Hope for the Little Guy

—–

6 Promotional Decisions

Chapter 15 Integrated Marketing Communications
Integrated Marketing Communications
Importance of Teamwork | Role of Databases in Effective IMC Programs
The Communication Process
Objectives of Promotion
Provide Information | Increase Demand | Differentiate the Product | Accentuate the Product’s Value | Stabilize Sales
Elements of the Promotional Mix
Personal Selling | Nonpersonal Selling | Advantages and Disadvantages of Types of Promotion
Sponsorships
How Sponsorship Differs from Advertising
Direct Marketing
Direct Marketing Communications Channels | Direct Mail | Catalogs | Telemarketing | Direct Marketing via Broadcast Channels | Electronic Direct Marketing Channels | Other Direct Marketing Channels
Developing an Optimal Promotional Mix
Nature of the Market | Nature of the Product | Stage in the Product Lifecycle | Price | Funds Available for Promotion
Pulling and Pushing Promotional Strategies
Budgeting for Promotional Strategy
Measuring the Effectiveness of Promotion
Measuring Online Promotions
The Value of Marketing Communications
Social Importance | Business Importance | Economic Importance
Strategic Implications of Marketing in the 21st Century
Review of Chapter Objectives
Assessment Check: Answers | Marketing Terms You Need to Know | Assurance of Learning Review | Projects and Teamwork Exercises | Critical-Thinking Exercises | Ethics Exercise | Internet Exercises
Case 15.1 Google Wants to Dominate in Display Ads
Video Case 15.2 Integrated Marketing Communications at Ogden Publications

Chapter 16 Advertising and Public Relations
Advertising
Types of Advertising | Objectives of Advertising
Advertising Strategies
Comparative Advertising | Celebrity Testimonials | Retail Advertising | Interactive Advertising
Creating an Advertisement
Translating Advertising Objectives into Advertising Plans
Advertising Messages
Advertising Appeals | Developing and Preparing Ads | Creating Interactive Ads
Media Selection
Television | Radio | Newspapers | Magazines | Direct Mail | Outdoor Advertising | Interactive Media | Other Advertising Media
Media Scheduling
Organization of the Advertising Function
Advertising Agencies
Public Relations
Marketing and Nonmarketing Public Relation
Publicity
Cross-Promotion
Measuring Promotional Effectiveness
Measuring Advertising Effectiveness | Measuring Public Relations Effectiveness | Evaluating Interactive Media
Ethics in Nonpersonal Selling
Advertising Ethics | Ethics in Public Relations
Strategic Implications of Marketing in the 21st Century
Review of Chapter Objectives
Assessment Check: Answers | Marketing Terms You Need to Know | Assurance of Learning Review | Projects and Teamwork Exercises | Critical-Thinking Exercises | Ethics Exercise | Internet Exercises
Case 16.1 Politicians and “Their” Music
Video Case 16.2 Advertising and Public Relations at Ogden Publications

Chapter 17 Personal Selling and Sales Promotion
The Evolution of Personal Selling
The Four Sales Channels
Over-the-Counter Selling | Field Selling | Telemarketing | Inside Selling
Integrating the Various Selling Channels
Trends in Personal Selling
Relationship Selling | Consultative Selling | Team Selling
Sales Tasks
Order Processing | Creative Selling | Missionary Selling
The Sales Process
Prospecting and Qualifying | Approach | Presentation | Demonstration | Handling Objections | Closing | Follow-up
Managing the Sales Effort
Recruitment and Selection | Training | Organization | Supervision | Motivation | Compensation | Evaluation and Control
Ethical Issues in Sales
Sales Promotion
Consumer-Oriented Sales Promotions | Trade-Oriented Promotions
Strategic Implications of Marketing in the 21st Century
Review of Chapter Objectives
Assessment Check: Answers | Marketing Terms You Need to Know | Assurance of Learning Review | Projects and Teamwork Exercises | Critical-Thinking Exercises | Ethics Exercise | Internet Exercises
Case 17.1 Private Jets: In Rarefied Air
Video Case 17.2 Personal Selling and Sales Promotion at Scholfield Honda
Greensburg, Inc. Continuing Video Case: A Town Rebounds

—–

7 Pricing Decisions

Chapter 18 Pricing Concepts
Pricing and the Law
Robinson-Patman Act | Unfair-Trade Laws | Fair-Trade Laws
Pricing Objectives and the Marketing Mix
Profitability Objectives | Volume Objectives | Prestige Objectives
Pricing Objectives of Not-for-Profit Organizations
Methods for Determining Prices
Price Determination in Economic Theory
Cost and Revenue Curves | The Concept of Elasticity in Pricing Strategy | Practic Problems of Price Theory
Price Determination in Practice
Alternative Pricing Procedures | Breakeven Analysis
The Modified Breakeven Concept
Yield Management
Global Issues in Price Determination
Strategic Implications of Marketing in the 21st Century
Review of Chapter Objectives
Assessment Check: Answers | Marketing Terms You Need to Know | Assurance of Learning Review | Projects and Teamwork Exercises | Critical-Thinking Exercises | Ethics Exercise | Internet Exercises
Case 18.1 The Cash for Clunkers Program
Video Case 18.2 Pricing Concepts at Evogear.com

Chapter 19 Pricing Strategies
Pricing Strategies
Skimming Pricing Strategy | Penetration Pricing Strategy | Competitive Pricing Strategy
Price Quotations
Reductions from List Price | Geographic Considerations
Pricing Policies
Psychological Pricing | Price Flexibility | Product-Line Pricing | Promotional Pricing | Price–Quality Relationships
Competitive Bidding and Negotiated Prices
Negotiating Prices Online
The Transfer Pricing Dilemma
Global Considerations and Online Pricing
Traditional Global Pricing Strategies | Characteristics of Online Pricing
Bundle Pricing
Strategic Implications of Marketing in the 21st Century
Review of Chapter Objectives
Assessment Check: Answers | Marketing Terms You Need to Know | Assurance of Learning Review | Projects and Teamwork Exercises | Critical-Thinking Exercises | Ethics Exercise | Internet Exercises
Case 19.1 Holding the (Price) Line on Luxury Goods
Video Case 19.2 Pricing Strategy at Standard Renewable Energy
Greensburg, Inc. Continuing Video Case: Watt’s the Deal?

Appendix A Your Career in Marketing A-1
Appendix B Developing an Effective Marketing Plan A-19
Appendix C Financial Analysis in Marketing A-33
Notes N-1
Glossary G-1
Name & Company Index I-1
Subject Index I-12
International Index I-28

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