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Marketing

Author: Roger A Kerin; Steven William Hartley; William Rudelius
Publisher: Boston : McGraw-Hill/Irwin, ©2009.
Series: McGraw-Hill/Irwin series in marketing.
Edition/Format:   Book : English : 9/e [9th ed.View all editions and formats
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Roger A Kerin; Steven William Hartley; William Rudelius
ISBN: 9780073404721 0073404721 9780077265892 0077265890
OCLC Number: 191697298
Description: xlvii, 742 p. : col. ill., map ; 29 cm.
Contents: pt. 1. Initiating the marketing process --
1. Creating customer relationships and value through marketing --
How do college students study? A new product challenge from 3M! --
What is marketing? --
How marketing discovers and satisfies consumer needs --
The marketing program : how customer relationships are built --
How marketing became so important --
Learning objectives review --
Focusing on key terms --
Applying marketing knowledge --
Building your marketing plan --
Video case 1 : 3M's Post-it Flag Highlighter : extending the concept! --
2. Developing successful marketing and organizational strategies --
An "A" in an ice cream making course! Can this really become a business? --
Today's organizations --
Strategy in visionary organizations --
Setting strategic directions --
The strategic marketing process --
Learning objectives review --
Focusing on key terms --
Applying marketing knowledge --
Building your marketing plan --
Video case 2 : BP : transforming its strategy "beyond petroleum" --
Appendix A. Building an effective marketing plan --
3. Scanning the marketing environment --
Web 2.0 is all about you! --
Environmental scanning --
Social forces --
Economic forces --
Technological forces --
Competitive forces --
Regulatory forces --
Learning objectives review --
Focusing on key terms --
Applying marketing knowledge --
Building your marketing plan --
Video case 3 : Geek Squad : a new business for a new environment --
4. Ethical and social responsibility in marketing --
There is more to Anheuser-Busch than meets the palate --
Nature and significance of marketing ethics --Understanding ethical marketing behavior --
Understanding social responsibility in marketing --
Learning objectives review --
Focusing on key terms --
Applying marketing knowledge --
Building your marketing plan --
Video case 4 : Starbucks Corporation : serving more than coffee. pt. 2. Understanding buyers and markets --
5. Understanding consumer behavior --
Who's really buying that new car? Just ask her! --
Consumer purchase decision process and experience --
Psychological influences on consumer behavior --
Sociocultural influences on consumer behavior --
Learning objectives review --
Focusing on key terms --
Applying marketing knowledge --
Building your marketing plan --
Video case 5 : Best Buy : using customer centricity to connect with customers --
6. Understanding organizations as customers --
Buying paper is a global business decision at JCPenney --
The nature and size of organizational markets --
Measuring domestic and global industrial, reseller, and government markets --
Characteristics of organizational buying --
Changing the organizational buying process --
Online buying in organizational markets --
Learning objectives review --
Focusing on key terms --
Applying marketing knowledge --
Building your marketing plan --
Video case 6 : Lands' End : where buyers rule --
7. Understanding and reaching global consumers and markets --
Procter & Gamble is changing the face of China --
Dynamics of world trade --
Marketing in a borderless economic world --
A global environmental scan --
Comparing global market-entry strategies --
Crafting a worldwide marketing program --
Learning objectives review --
Focusing on key terms --
Applying marketing knowledge --
Building your marketing plan --
Video case 7 : CNS Breathe Right Strips : going global. pt. 3. Targeting marketing opportunities --
8. Marketing research : from customer insights to actions --
Test screenings : listening to consumers to reduce movie risks --
The role of marketing research --
Step 1 : define the problem --
Step 2 : develop the research plan --
Step 3 : collect relevant information --
Advantages & disadvantages of primary data --
Marketing dashboards & syndicated panel data --
Step 4 : develop findings --
Step 5 : take marketing actions --
Learning objectives review --
Focusing on key terms --
Applying marketing knowledge --
Building your marketing plan --
Video case 8 : Ford Consulting Group, Inc. : from data to actions --
9. Segmenting, positioning, and forecasting markets --
Zappos.com : "the service company that just happens to sell shoes ..." --
Why segment markets? --
Steps in segmenting and targeting markets --
Positioning the product --
Sales forecasting techniques --
Learning objectives review --
Focusing on key terms --
Applying marketing knowledge --
Building your marketing plan --
Video case 9 : Rollerblade : skates to go where you want to go. pt. 4. Satisfying marketing opportunities --
10. Developing new products and services --
New-product revolutions : Apple, Inc., and its innovation machine --
The variations of products --
Classifying consumer and business goods --
New products and why they succeed of fail --
The new-product process --
Learning objectives review --
Focusing on key terms --
Applying marketing knowledge --
Building your marketing plan --
Video case 10 : 3M Greptile Grip Golf Glove : great gripping! --
11. Managing products and brands --
Gatorade : satisfying the unquenchable thirst --
The product life cycle --
Managing the product life cycle --
Branding and brand management --
Packaging and labeling products --
Product warranty --
Learning objectives review --
Focusing on key terms --
Applying marketing knowledge --
Building your marketing plan --
Video case 11 : BMW : "newness" and the product life cycle --
12. Managing services --
Space tourism takes off! --
The uniqueness of services --
How consumers purchase services --
Managing the marketing of services --
Services in the future --
Learning objectives review --
Focusing on key terms --
Applying marketing knowledge --
Building your marketing plan --
Video case 12 : Philadelphia Phillies, Inc. : sports marketing --
13. Building the price foundation --
When mother may not know best : the launch of StubHub.com! --
Nature and importance of price --
Step 1 : identifying pricing objectives and constraints --
Step 2 : estimate demand and revenue --
Step 3 : determine cost, volume, and profit relationships --
Learning objectives review --
Focusing on key terms --
Applying marketing knowledge --
Building your marketing plan --
Video case 13 : Washburn Guitars : using break-even points to make pricing decisions --
14. Arriving at the final price --
Standing tall in Starbury Signature Sneakers --
Step 4 : select an approximate price level --
Step 5 : set the list or quoted price --
Step 6 : make special adjustments to the list or quoted price --
Learning objectives review --
Focusing on key terms --
Applying marketing knowledge --
Building your marketing plan --
Video case 14 : the Starbury Collection : setting a price. Making a difference --
Appendix B. Financial aspects of marketing --
15. Managing marketing channels and wholesaling --
Apple Stores : creating a high-touch customer experience in a high-tech marketing channel --
Nature and importance of marketing channels --
Channel structure and organization --
Channel choice and management --
Learning objectives review --
Focusing on key terms --
Applying marketing knowledge --
Building your marketing plan --
Video case 15 : Golden Valley Microwave Foods : the surprising channel --
16. Customer-driven supply chain and logistics management --
Snap! Crack! Pop! Even world-class companies like Nike can feel the bullwhip's sting --
Significance of supply chain and logistics management --
Objective of information and logistics management in a customer-driven supply chain --
Key logistics functions in a supply chain --
Closing the loop : reverse logistics --
Learning objectives review --
Focusing on key terms --
Applying marketing knowledge --
Building your marketing plan --
Video case 16 : Amazon : delivering the goods ... millions of times a day --
17. Retailing --
Retailers are reinventing their stores to match the way you want to shop! --
The value of retailing --
Classifying retail outlets --
Nonstore retailing --
Retailing strategy --
The changing nature of retailing --
Future changes in retailing --
Learning objectives review --
Focusing on key terms --
Applying marketing knowledge --
Building your marketing plan --
Video case 17 : Mall of America : shopping and a whole lot more --
18. Integrated marketing communications and direct marketing --
How do marketers fight the game console wars? With integrated marketing communications! --
The communication process --
The promotional elements --
Integrated marketing communications--developing the promotional mix --
Developing an IMC program --
Executing and assessing the promotion program --
Direct marketing --
Learning objectives review --
Focusing on key terms --
Applying marketing knowledge --
Building your marketing plan --
Video case 18 : Las Vegas : creating a brand with IMC --
19. Advertising, sales promotion, and public relations --
Advertisers have another life on second life! --
Types of advertisements --
Developing the advertising program --
Executing the advertising program --
Assessing the advertising program --
Sales promotion --
Public relations --
Increasing the value of promotion --
Learning objectives review --
Focusing on key terms --
Applying marketing knowledge --
Building your marketing plan --
Video case 19 : Fallon Worldwide : in the creativity business --
20. Personal selling and sales management --
Xerox delivers an exceptional customer experience by selling the way customers want to buy --
Scope and significance of personal selling and sales management --
The many forms of personal selling --
The personal selling process : building relationships --
The sales management process --
Learning objectives review --
Focusing on key terms --
Applying marketing knowledge --
Building your marketing plan --
Video case 20 : Xerox : building customer relationships through personal selling. pt. 5. Managing the marketing process --
21. Implementing interactive and multichannel marketing --
Seven cycles. One bike. Yours --
Creating customer value, relationships, and experiences in marketspace --
Online customer behavior and marketing practice in marketspace --
Cross-channel shoppers and multichannel marketing --
Learning objectives review --
Focusing on key terms --
Applying marketing knowledge --
Building your marketing plan --
Video case 21 : McFarlane Toys : the best interactive marketing --
22. Pulling it all together : the strategic marketing process --
Marketing strategy at General Mills : not just a cereal company anymore! --
Marketing basics : doing what works and allocating resources --
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 --
Focusing on key terms --
Applying marketing knowledge --
Building your marketing plan --
Video case 22 : General Mills Warm Delights : indulgent, delicious, and gooey! --
Appendix C. Planning a career in marketing --
Appendix D. Alternate cases --
Glossary --
Learning review answers --
Chapter notes --
Credits --
Name index --
Company/Product index --
Subject index.
Series Title: McGraw-Hill/Irwin series in marketing.
Responsibility: Roger A. Kerin, Steven W. Hartley, William Rudelius.
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schema:description"pt. 3. Targeting marketing opportunities -- 8. Marketing research : from customer insights to actions -- Test screenings : listening to consumers to reduce movie risks -- The role of marketing research -- Step 1 : define the problem -- Step 2 : develop the research plan -- Step 3 : collect relevant information -- Advantages & disadvantages of primary data -- Marketing dashboards & syndicated panel data -- Step 4 : develop findings -- Step 5 : take marketing actions -- Learning objectives review -- Focusing on key terms -- Applying marketing knowledge -- Building your marketing plan -- Video case 8 : Ford Consulting Group, Inc. : from data to actions -- 9. Segmenting, positioning, and forecasting markets -- Zappos.com : "the service company that just happens to sell shoes ..." -- Why segment markets? -- Steps in segmenting and targeting markets -- Positioning the product -- Sales forecasting techniques -- Learning objectives review -- Focusing on key terms -- Applying marketing knowledge -- Building your marketing plan -- Video case 9 : Rollerblade : skates to go where you want to go."@en
schema:description"pt. 2. Understanding buyers and markets -- 5. Understanding consumer behavior -- Who's really buying that new car? Just ask her! -- Consumer purchase decision process and experience -- Psychological influences on consumer behavior -- Sociocultural influences on consumer behavior -- Learning objectives review -- Focusing on key terms -- Applying marketing knowledge -- Building your marketing plan -- Video case 5 : Best Buy : using customer centricity to connect with customers -- 6. Understanding organizations as customers -- Buying paper is a global business decision at JCPenney -- The nature and size of organizational markets -- Measuring domestic and global industrial, reseller, and government markets -- Characteristics of organizational buying -- Changing the organizational buying process -- Online buying in organizational markets -- Learning objectives review -- Focusing on key terms -- Applying marketing knowledge -- Building your marketing plan -- Video case 6 : Lands' End : where buyers rule -- 7. Understanding and reaching global consumers and markets -- Procter & Gamble is changing the face of China -- Dynamics of world trade -- Marketing in a borderless economic world -- A global environmental scan -- Comparing global market-entry strategies -- Crafting a worldwide marketing program -- Learning objectives review -- Focusing on key terms -- Applying marketing knowledge -- Building your marketing plan -- Video case 7 : CNS Breathe Right Strips : going global."@en
schema:description"pt. 5. Managing the marketing process -- 21. Implementing interactive and multichannel marketing -- Seven cycles. One bike. Yours -- Creating customer value, relationships, and experiences in marketspace -- Online customer behavior and marketing practice in marketspace -- Cross-channel shoppers and multichannel marketing -- Learning objectives review -- Focusing on key terms -- Applying marketing knowledge -- Building your marketing plan -- Video case 21 : McFarlane Toys : the best interactive marketing -- 22. Pulling it all together : the strategic marketing process -- Marketing strategy at General Mills : not just a cereal company anymore! -- Marketing basics : doing what works and allocating resources -- 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 -- Focusing on key terms -- Applying marketing knowledge -- Building your marketing plan -- Video case 22 : General Mills Warm Delights : indulgent, delicious, and gooey! -- Appendix C. Planning a career in marketing -- Appendix D. Alternate cases -- Glossary -- Learning review answers -- Chapter notes -- Credits -- Name index -- Company/Product index -- Subject index."@en
schema:description"pt. 1. Initiating the marketing process -- 1. Creating customer relationships and value through marketing -- How do college students study? A new product challenge from 3M! -- What is marketing? -- How marketing discovers and satisfies consumer needs -- The marketing program : how customer relationships are built -- How marketing became so important -- Learning objectives review -- Focusing on key terms -- Applying marketing knowledge -- Building your marketing plan -- Video case 1 : 3M's Post-it Flag Highlighter : extending the concept! -- 2. Developing successful marketing and organizational strategies -- An "A" in an ice cream making course! Can this really become a business? -- Today's organizations -- Strategy in visionary organizations -- Setting strategic directions -- The strategic marketing process -- Learning objectives review -- Focusing on key terms -- Applying marketing knowledge -- Building your marketing plan -- Video case 2 : BP : transforming its strategy "beyond petroleum" -- Appendix A. Building an effective marketing plan -- 3. Scanning the marketing environment -- Web 2.0 is all about you! -- Environmental scanning -- Social forces -- Economic forces -- Technological forces -- Competitive forces -- Regulatory forces -- Learning objectives review -- Focusing on key terms -- Applying marketing knowledge -- Building your marketing plan -- Video case 3 : Geek Squad : a new business for a new environment -- 4. Ethical and social responsibility in marketing -- There is more to Anheuser-Busch than meets the palate -- Nature and significance of marketing ethics --Understanding ethical marketing behavior -- Understanding social responsibility in marketing -- Learning objectives review -- Focusing on key terms -- Applying marketing knowledge -- Building your marketing plan -- Video case 4 : Starbucks Corporation : serving more than coffee."@en
schema:description"pt. 4. Satisfying marketing opportunities -- 10. Developing new products and services -- New-product revolutions : Apple, Inc., and its innovation machine -- The variations of products -- Classifying consumer and business goods -- New products and why they succeed of fail -- The new-product process -- Learning objectives review -- Focusing on key terms -- Applying marketing knowledge -- Building your marketing plan -- Video case 10 : 3M Greptile Grip Golf Glove : great gripping! -- 11. Managing products and brands -- Gatorade : satisfying the unquenchable thirst -- The product life cycle -- Managing the product life cycle -- Branding and brand management -- Packaging and labeling products -- Product warranty -- Learning objectives review -- Focusing on key terms -- Applying marketing knowledge -- Building your marketing plan -- Video case 11 : BMW : "newness" and the product life cycle -- 12. Managing services -- Space tourism takes off! -- The uniqueness of services -- How consumers purchase services -- Managing the marketing of services -- Services in the future -- Learning objectives review -- Focusing on key terms -- Applying marketing knowledge -- Building your marketing plan -- Video case 12 : Philadelphia Phillies, Inc. : sports marketing -- 13. Building the price foundation -- When mother may not know best : the launch of StubHub.com! -- Nature and importance of price -- Step 1 : identifying pricing objectives and constraints -- Step 2 : estimate demand and revenue -- Step 3 : determine cost, volume, and profit relationships -- Learning objectives review -- Focusing on key terms -- Applying marketing knowledge -- Building your marketing plan -- Video case 13 : Washburn Guitars : using break-even points to make pricing decisions -- 14. Arriving at the final price -- Standing tall in Starbury Signature Sneakers -- Step 4 : select an approximate price level -- Step 5 : set the list or quoted price -- Step 6 : make special adjustments to the list or quoted price -- Learning objectives review -- Focusing on key terms -- Applying marketing knowledge -- Building your marketing plan -- Video case 14 : the Starbury Collection : setting a price. Making a difference -- Appendix B. Financial aspects of marketing -- 15. Managing marketing channels and wholesaling -- Apple Stores : creating a high-touch customer experience in a high-tech marketing channel -- Nature and importance of marketing channels -- Channel structure and organization -- Channel choice and management -- Learning objectives review -- Focusing on key terms -- Applying marketing knowledge -- Building your marketing plan -- Video case 15 : Golden Valley Microwave Foods : the surprising channel -- 16. Customer-driven supply chain and logistics management -- Snap! Crack! Pop! Even world-class companies like Nike can feel the bullwhip's sting -- Significance of supply chain and logistics management -- Objective of information and logistics management in a customer-driven supply chain -- Key logistics functions in a supply chain -- Closing the loop : reverse logistics -- Learning objectives review -- Focusing on key terms -- Applying marketing knowledge -- Building your marketing plan -- Video case 16 : Amazon : delivering the goods ... millions of times a day -- 17. Retailing -- Retailers are reinventing their stores to match the way you want to shop! -- The value of retailing -- Classifying retail outlets -- Nonstore retailing -- Retailing strategy -- The changing nature of retailing -- Future changes in retailing -- Learning objectives review -- Focusing on key terms -- Applying marketing knowledge -- Building your marketing plan -- Video case 17 : Mall of America : shopping and a whole lot more -- 18. Integrated marketing communications and direct marketing -- How do marketers fight the game console wars? With integrated marketing communications! -- The communication process -- The promotional elements -- Integrated marketing communications--developing the promotional mix -- Developing an IMC program -- Executing and assessing the promotion program -- Direct marketing -- Learning objectives review -- Focusing on key terms -- Applying marketing knowledge -- Building your marketing plan -- Video case 18 : Las Vegas : creating a brand with IMC -- 19. Advertising, sales promotion, and public relations -- Advertisers have another life on second life! -- Types of advertisements -- Developing the advertising program -- Executing the advertising program -- Assessing the advertising program -- Sales promotion -- Public relations -- Increasing the value of promotion -- Learning objectives review -- Focusing on key terms -- Applying marketing knowledge -- Building your marketing plan -- Video case 19 : Fallon Worldwide : in the creativity business -- 20. Personal selling and sales management -- Xerox delivers an exceptional customer experience by selling the way customers want to buy -- Scope and significance of personal selling and sales management -- The many forms of personal selling -- The personal selling process : building relationships -- The sales management process -- Learning objectives review -- Focusing on key terms -- Applying marketing knowledge -- Building your marketing plan -- Video case 20 : Xerox : building customer relationships through personal selling."@en
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