Table of contents for Basic marketing : a marketing planning strategy approach / William D. Perreault, Joseph P. Cannon, E. Jerome McCarthy.

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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Contents
CHAPTER ONE
Marketing?s Value to Consumers, Firms, and Society
Marketing?What?s It All About? 000
Marketing Is Important to You 000
How Should We Define Marketing? 000
Macro-Marketing 000
The Role of Marketing in Economic Systems 000
Marketing?s Role Has Changed a Lot over the Years 000
What Does the Marketing Concept Mean? 000
Adoption of the Marketing Concept Has Not Been Easy or Universal 000
The Marketing Concept and Consumer Value 000
The Marketing Concept Applies in Nonprofit Organizations 000
The Marketing Concept, Social Responsibility, and Marketing Ethics 000
Conclusion 000
Key Terms 000
Questions and Problems 000
Suggested Cases 000
Computer-Aided Problem 000
CHAPTER TWO
Marketing Strategy Planning
The Management Job in Marketing 000
What Is Marketing Strategy Planning? 000
Selecting a Market-Oriented Strategy Is Target Marketing 000
Developing Marketing Mixes for Target 
Markets 000
The Marketing Plan Is a Guide to Implementation and Control 000
The Importance of Marketing Strategy 
Planning 000
Creative Strategy Planning Needed for 
Survival 000
What Are Attractive Opportunities? 000
Marketing Strategy Planning Process Highlights Opportunities 000
Types of Opportunities to Pursue 000
International Opportunities Should Be 
Considered 000
Conclusion 000
Key Terms 000
Questions and Problems 000
Suggested Cases 000
Computer-Aided Problem 000
CHAPTER THREE
Focusing Marketing Strategy with Segmentation and Positioning
Search for Opportunities Can Begin by Understanding Markets 000
Naming Product-Markets and Generic Markets 000
Market Segmentation Defines Possible Target Markets 000
What Dimensions Are Used to Segment 
Markets? 000
A Best Practice Approach to Segmenting Product-Markets 000
More Sophisticated Techniques May Help in Segmenting 000
Differentiation and Positioning Take the Customer Point of View 000
Conclusion 000
Key Terms 000
Questions and Problems 000
Suggested Cases 000
Computer-Aided Problem 000
CHAPTER FOUR
Evaluating Opportunities in the Changing Marketing Environment
The Marketing Environment 000
Objectives Should Set Firm?s Course 000
Company Resources May Limit Search for Opportunities 000
Analyzing Competitors and the Competitive Environment 000
The Economic Environment 000
The Technological Environment 000
The Political Environment 000
The Legal Environment 000
The Cultural and Social Environment 000
Using Screening Criteria to Narrow Down to Strategies 000
Planning Grids Help Evaluate a Portfolio of Opportunities 000
Multiproduct Firms Have a Difficult Strategy Planning Job 000
Evaluating Opportunities in International 
Markets 000
Conclusion 000
Key Terms 000
Questions and Problems 000
Suggested Cases 000
Computer-Aided Problem 000
CHAPTER FIVE
Demographic Dimensions of Global Consumer Markets
Target Marketers Focus on the Customer 000
People with Money Make Markets 000
Population Trends in the U.S. Consumer 
Market 000
Income Dimensions of the U.S. Market 000
Spending Varies with Income and Other Demographic Dimensions 000
Ethnic Dimensions of the U.S. Market 000
Conclusion 000
Key Terms 000
Questions and Problems 000
Suggested Cases 000
Computer-Aided Problem 000
CHAPTER SIX
Behavioral Dimensions of the Consumer Market
Consumer Behavior?Why Do They Buy What They Buy? 000
The Behavioral Sciences Help You Understand the Buying Process 000
Psychological Influences within an Individual 000
Social Influences Affect Consumer Behavior 000
Individuals Are Affected by the Purchase 
Situation 000
Consumers Use Problem-Solving Processes 000
Several Processes Are Related and Relevant to Strategy Planning 000
Consumer Behavior in International Markets 000
Conclusion 000
Key Terms 000
Questions and Problems 000
Suggested Cases 000
Computer-Aided Problem 000
CHAPTER SEVEN
Business and Organizational Customers and Their Buying Behavior
Business and Organizational Customers?A Big Opportunity 000
Organizational Customers Are Different 000
Many Different People May Influence a 
Decision 000
Organizational Buyers Are Problem Solvers 000
Buyer-Seller Relationships in Business Markets 000
Internet E-Commerce Is Reshaping Many Business Markets 000
Manufacturers Are Important Customers 000
Producers of Services?Smaller and More Spread Out 000
Retailers and Wholesalers Buy for Their Customers
The Government Market 000
Conclusion 000
Key Terms 000
Questions and Problems 000
Suggested Cases 000
Computer-Aided Problem 000
Chapter Eight
Improving Decisions with Marketing Information
Radical Changes Are Underway in Marketing Information 000
What Is Marketing Research? 000
The Scientific Method and Marketing Research 000
Five-Step Approach to Marketing Research 000
Defining the Problem?Step 1 000
Analyzing the Situation?Step 2 000
Getting Problem-Specific Data?Step 3 000
Interpreting the Data?Step 4 000
Solving the Problem?Step 5 000
International Marketing Research 000
How Much Information Do You Need? 000
Conclusion 000
Key Terms 000
Questions and Problems 000
Suggested Cases 000
Computer-Aided Problem 000
CHAPTER NINE
Elements of Product Planning for Goods and Services
The Product Area Involves Many Strategy Decisions 000
What Is a Product? 000
Differences in Goods and Services 000
Whole Product Lines Must Be Developed Too 000
Product Classes Help Plan Marketing Strategies 000
Consumer Product Classes 000
Business Products Are Different 000
Business Product Classes?How They Are 
Defined 000
Branding Needs a Strategy Decision Too 000
Conditions Favorable to Branding 000
Achieving Brand Familiarity Is Not Easy 000
Protecting Brand Names and Trademarks 000
What Kind of Brand to Use? 000
Who Should Do the Branding? 000
The Strategic Importance of Packaging 000
What Is Socially Responsible Packaging? 000
Warranty Policies Are a Part of Strategy 
Planning 000
Conclusion 000
Key Terms 000
Questions and Problems 000
Suggested Cases 000
Computer-Aided Problem 000
CHAPTER TEN
Product Management and 
New-Product Development
Managing Products over Their Life Cycles 000
Product Life Cycles Should Be Related to Specific Markets 000
Product Life Cycles Vary in Length 000
Planning for Different Stages of the Product Life Cycle 000
New-Product Planning 000
An Organized New-Product Development Process Is Critical 000
New-Product Development: A Total Company Effort 000
Need for Product Managers 000
Conclusion 000
Key Terms 000
Questions and Problems 000
Suggested Cases 000
Computer-Aided Problem 000
CHAPTER ELEVEN
Place and Development 
of Channel Systems
Place Decisions Are an Important Part of Marketing Strategy 000
Place Decisions Are Guided by ?Ideal? Place Objectives 000
Channel System May Be Direct or Indirect 000
Channel Specialists May Reduce Discrepancies and Separations 000
Channel Relationship Must Be Managed 000
Vertical Marketing Systems Focus on Final Customers 000
The Best Channel System Should Achieve Ideal Market Exposure 000
Channel Systems Can Be Complex 000
Conclusion 000
Key Terms 000
Questions and Problems 000
Suggested Cases 000
Computer-Aided Problem 000
CHAPTER TWELVE
Distribution Customer Service 
and Logistics
Physical Distribution Gets It to Customers 000
Physical Distribution Customer Service 000
Physical Distribution Concept Focuses on the Whole Distribution System 000
Coordinating Logistics Activities among Firms 000
The Transporting Function Adds Value to a Marketing Strategy 000
Which Transporting Alternative Is Best? 000
Economies of Scale in Transporting 000
The Storing Function and Marketing Strategy 000
Specialized Storing Facilities May Be Required 000
The Distribution Center_A Different Kind of Warehouse 000
Conclusion 000
Key Terms 000
Questions and Problems 000
Suggested Cases 000
Computer-Aided Problem 000
CHAPTER THIRTEEN
Retailers, Wholesalers, and Their Strategy Planning
Wholesalers and Retailers Plan Their Own Strategies 000
The Nature of Retailing 000
Planning a Retailer?s Strategy
Conventional Retailers_Try to Avoid Price Competition 000
Expand Assortment and Service_To Compete at a High Price 000
Evolution of Mass-Merchandising Retailers 000
Some Retailers Focus on Added Convenience 000
Retailing on the Internet 000
Retailing Types Are Explained by Consumer Needs Filled 000
Why Retailers Evolve and Change 000
Retailer Size and Profits 000
Differences in Retailing in Different Nations 000
What Is a Wholesaler? 000
Wholesaling Is Changing with the Times 000
Wholesalers Add Value in Different Ways 000
Merchant Wholesalers Are the Most 
Numerous 000
Agent Middlemen Are Strong on Selling 000
What Will Happen to Retailers and Wholesalers in the Future? 000
Conclusion 000
Key Terms 000
Questions and Problems 000
Suggested Cases 000
Computer-Aided Problem 000
CHAPTER FOURTEEN
Promotion?Introduction to Integrated Marketing Communications
Several Promotion Methods Are Available 000
Someone Must Plan, Integrate, and Manage the Promotion Blend 000
Which Methods to Use Depends on Promotion Objectives 000
Promotion Requires Effective Communication 000
Integrated Direct-Response Promotion Is Very Targeted 000
The Customer May Initiate the Communication Process 000
How Typical Promotion Plans Are Blended and Integrated 000
Adoption Processes Can Guide Promotion Planning 000
Promotion Blends Vary over the Life Cycle 000
Setting the Promotion Budget 000
Conclusion 000
Key Terms 000
Questions and Problems 000
Suggested Cases 000
Computer-Aided Problem 000
CHAPTER FIFTEEN
Personal Selling
The Importance and Role of Personal Selling 000
What Kinds of Personal Selling Are Needed? 000
Order Getters Develop New Business 
Relationships 000
Order Takers Nurture Relationships to Keep the Business Coming 000
Supporting Sales Force Informs and Promotes in the Channel 000
The Right Structure Helps Assign Responsibility 000
Information Technology Provides Tools to Do the Job 000
Sound Selection and Training to Build a Sales Force 000
Compensating and Motivating Salespeople 000
Personal Selling Techniques_Prospecting and Presenting 000
Conclusion 000
Key Terms 000
Questions and Problems 000
Suggested Cases 000
Computer-Aided Problem 000
CHAPTER SIXTEEN
Advertising and Sales Promotion
Advertising, Sales Promotion, and Marketing Strategy Decisions 000
Advertising Objectives Are a Strategy Decision 000
Objectives Determine the Kinds of Advertising Needed 000
Coordinating Advertising Efforts with Cooperative Relationships 000
Choosing the ?Best? Medium_How to Deliver the Message 000
Advertising on the Internet_New Opportunities and New Challenges 000
Planning the ?Best? Message_What to Communicate 000
Advertising Agencies Often Do the Work 000
Measuring Advertising Effectiveness Is Not Easy 000
How to Avoid Unfair Advertising 000
Sales Promotion_Do Something Different to Stimulate Change 000
Problems in Managing Sales Promotion 000
Different Types of Sales Promotion for Different Targets 000
Conclusion 000
Key Terms 000
Questions and Problems 000
Suggested Cases 000
Computer-Aided Problem 000
CHAPTER SEVENTEEN
Pricing Objectives and Policies
Price Has Many Strategy Dimensions 000
Objectives Should Guide Strategy Planning for Price 000
Profit-Oriented Objectives 000
Sales-Oriented Objectives 000
Status Quo Pricing Objectives 000
Most Firms Set Specific Pricing Policies_To Reach Objectives 000
Price Flexibility Policies 000
Price-Level Policies_Over the Product Life 
Cycle 000
Most Price Structures Are Built around List Prices 000
Discount Prices_Reductions from List Prices 000
Allowance Policies_Off List Prices 000
Some Customers Get Something Extra 000
List Price May Depend on Geographic Pricing Policies 000
Pricing Policies Combine to Impact Customer 
Value 000
Legality of Pricing Policies 000
Conclusion 000
Key Terms 000
Questions and Problems 000
Suggested Cases 000
Computer-Aided Problem 000
CHAPTER EIGHTEEN
Price Setting in the Business World
Price Setting Is a Key Strategy Decision 000
Some Firms Just Use Markups 000
Average-Cost Pricing Is Common and Can Be Dangerous 000
Marketing Manager Must Consider Various Kinds of Costs 000
Some Firms Add a Target Return to Cost 000
Break-Even Analysis Can Evaluate Possible Prices 000
Marginal Analysis Considers Both Costs and Demand 000
Demand-Oriented Approaches for Setting Prices 000
Pricing a Full Line 000
Bid Pricing and Negotiated Pricing Depend Heavily on Costs 000
Conclusion 000
Key Terms 000
Questions and Problems 000
Suggested Cases 000
Computer-Aided Problem 000
CHAPTER NINETEEN
Implementing and Controlling Market Plans: Evolution 
and Revolution
Good Plans Set the Framework for Implementation and Control 000
Speed Up Information for Better Implementation and Control 000
Effective Implementation Means That Plans Work as Intended 000
Building Quality into the Implementation 
Effort 000
Control Provides Feedback to Improve Plans and Implementation 000
Sales Analysis Shows What?s Happening 000
Performance Analysis Looks for Differences 000
Performance Indexes Simplify Human Analysis 000
A Series of Performance Analyses May Find the Real Problem 000
Marketing Cost Analysis_Controlling Costs Too 000
Planning and Control Combined 000
The Marketing Audit 000
Conclusion 000
Key Terms 000
Questions and Problems 000
Suggested Cases 000
Computer-Aided Problem 000
CHAPTER TWENTY
Managing Marketing?s Link with Other Functional Areas
Marketing in the Broader Context 000
The Finance Function: Money to Implement Marketing Plans 000
Production Must Be Coordinated with the Marketing Plan 000
Accounting Data Can Help in Understanding Costs and Profit 000
People Put Plans into Action 000
Conclusion 000
Key Terms 000
Questions and Problems 000
Suggested Cases 000
CHAPTER TWENTY-ONE
Developing Innovative 
Marketing Plans
Marketing Planning Process Is More than Assembling the Four Ps 000
Blending the Four Ps Takes Understanding of a Target Market 000
Forecasting Target Market Potential and Sales 000
Forecasting Company and Product Sales by Extending Past Behavior 000
Predicting Future Behavior Calls for More Judgment and Some Concerns 000
Analysis of Costs and Sales Can Guide Planning 000
The Marketing Plan Brings All the Details 
Together 000
Companies Plan and Implement Whole Marketing Programs 000
Planning for Involvement in International Marketing 000
Conclusion 000
Key Terms 000
Questions and Problems 000
Suggested Cases 000
Chapter Twenty-Two
Ethical Marketing in a 
Consumer-Oriented World: Appraisal and Challenges
How Should Marketing Be Evaluated? 000
Can Consumer Satisfaction Be Measured? 000
Micro-Marketing Often Does Cost Too Much 000
Macro-Marketing Does Not Cost Too Much 000
Challenges Facing Marketers 000
How Far Should the Marketing Concept Go? 000
Conclusion 000
Questions and Problems 000
Suggested Cases 000
Appendix A
Economics Fundamentals 000
Appendix B
Marketing Arithmetic 000
Appendix C
Career Planning in Marketing 000
Video Cases 000
	1.	
	2.	
	3.	
	4.	
	5.	
	6.	
Cases 000
	1.	McDonald?s ?Seniors? Restaurant 000
	2.	Healthy Foods, Inc. 000
	3.	Pillsbury?s H?agen-Dazs 000
	4.	Computer Support Services 000
	5.	ResinTech 000
	6.	Valley Steel Company 000
	7.	Lilybank Lodge 000
	8.	Marie?s Ristorante 000
	9.	SleepEasy Motel 000
	10.	Murphy?s Ice Land 000
	11.	Joggers Universe 000
	12.	Applied Chemistry Corporation 000
	13.	Paper Products, Inc. 000
	14.	Multimedia Corral 000
	15.	Growth Enterprises 000
	16.	Matisse Company 000
	17.	Eco Water, Inc. 000
	18.	Village Bank 000
	19.	myWedding.com 000
	20.	Leisure World, Inc. 000
	21.	Lextron International, Inc. 000
	22.	Structural Wire Corporation 000
	23.	Heritage Furniture 000
	24.	Metal Solutions, Inc. 000
	25.	PlastiForm Mfg., Inc. 000
	26.	Riverside Packers, Inc. 000
	27.	Injection Molding, Inc. 000
	28.	QTC, Inc. 000
	29.	Custom Castings, Inc. 000
	30.	DeLuxe Foods, Inc. 000
	31.	Home Nursing Services, Inc. 000
	32.	Lever, Ltd. 000
	33.	Bushmand & Associates 000
	34.	Alumco International 000
	35.	Sal?s 000
Computer-Aided Problems 000
Notes 000
Illustration Credits 000
Author Index 000
Subject Index 000
Glossary 000

Library of Congress Subject Headings for this publication:

Marketing -- Management.