Table of contents for A preface to marketing management / J. Paul Peter, James H. Donnelly.

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
SECTION I
ESSENTIALS OF MARKETING MANAGEMENT 1
PART A
INTRODUCTION 1
Chapter 1
Strategic Planning and the Marketing Management Process 2
The Marketing Concept 2
What Is Marketing? 3
What Is Strategic Planning? 4
Strategic Planning and Marketing Management 5
The Strategic Planning Process 5
The Complete Strategic Plan 13
The Marketing Management Process 13
Situation Analysis 13
Marketing Planning 16
Implementation and Control of the Marketing Plan 17
Marketing Information Systems and Marketing 
Research 18
The Strategic Plan, the Marketing Plan, and 
Other Functional Area Plans 18
Marketing?s Role in Cross-Functional Strategic 
Planning 18
Conclusion 19
Appendix
Portfolio Models 21
PART B
MARKETING INFORMATION, RESEARCH, AND UNDERSTANDING THE TARGET 
MARKET 25
Chapter 2
Marketing Research: Process and Systems for Decision Making 26
The Role of Marketing Research 26
The Marketing Research Process 27
Purpose of the Research 27
Plan of the Research 28
Performance of the Research 33
Processing of Research Data 33
Preparation of the Research Report 34
Limitations of the Research Process 34
Marketing Information Systems 36
Conclusion 37
Chapter 3
Consumer Behavior 38
Social Influences on Consumer Decision Making 39
Culture and Subculture 39
Social Class 40
Reference Groups and Families 41
Marketing Influences on Consumer Decision 
Making 41
Product Influences 41
Price Influences 41
Promotion Influences 42
Place Influences 42
Situational Influences on Consumer Decision 
Making 43
Psychological Influences on Consumer Decision Making 44
Product Knowledge 44
Product Involvement 44
Consumer Decision Making 44
Need Recognition 45
Alternative Search 46
Alternative Evaluation 47
Purchase Decision 48
Postpurchase Evaluation 48
Conclusion 50
Appendix
Selected Consumer Behavior Data Sources 51
Chapter 4
Business, Government, and Institutional Buying 52
Categories of Organizational Buyers 52
Producers 52
Intermediaries 53
Government Agencies 53
Other Institutions 53
The Organizational Buying Process 53
Purchase-Type Influences on Organizational Buying 54
Straight Rebuy 54
Modified Rebuy 54
New Task Purchase 54
Structural Influences on Organizational 
Buying 55
Purchasing Roles 55
Organization-Specific Factors 56
Purchasing Policies and Procedures 56
Behavioral Influences on Organizational 
Buying 57
Personal Motivations 57
Role Perceptions 57
Stages in the Organizational Buying 
Process 60
Organizational Need 60
Vendor Analysis 60
Purchase Activities 60
Postpurchase Evaluation 61
Conclusion 62
Chapter 5
Market Segmentation 63
Delineate the Firm?s Current Situation 63
Determine Consumer Needs and Wants 64
Divide Markets on Relevant Dimensions 64
A Priori versus Post Hoc Segmentation 66
Relevance of Segmentation Dimensions 66
Bases for Segmentation 66
Develop Product Positioning 70
Decide Segmentation Strategy 72
Design Marketing Mix Strategy 74
Conclusion 74
PART C
THE MARKETING MIX 77
Chapter 6
Product Strategy 78
Basic Issues in Product Management 78
Product Definition 78
Product Classification 79
Product Quality and Value 80
Product Mix and Product Line 81
Branding and Brand Equity 82
Packaging 86
Product Life Cycle 86
Product Adoption and Diffusion 88
The Product Audit 89
Deletions 89
Product Improvement 90
Organizing for Product Management 91
Conclusion 93
Chapter 7
New Product Planning and 
Development 94
New Product Strategy 95
New Product Planning and Development Process 98
Idea Generation 98
Idea Screening 99
Project Planning 100
Product Development 102
Test Marketing 102
Commercialization 102
The Importance of Time 103
Some Important New Product Decisions 104
Quality Level 104
Product Features 104
Product Design 105
Product Safety 105
Causes of New Product Failure 105
Need for Research 106
Conclusion 106
Chapter 8
Integrated Marketing Communications: Advertising, Sales Promotion, Public 
Relations, and 
Direct Marketing 108
Strategic Goals of Marketing Communication 108
Create Awareness 108
Build Positive Images 109
Identify Prospects 109
Build Channel Relationships 109
Retain Customers 109
The Promotion Mix 109
Integrated Marketing Communications 110
Advertising: Planning and Strategy 113
Objectives of Advertising 113
Advertising Decisions 114
The Expenditure Question 114
The Allocation Question 116
Sales Promotion 120
Push versus Pull Marketing 121
Trade Sales Promotions 122
Consumer Promotions 123
What Sales Promotion Can and Can?t Do 123
Public Relations 124
Direct Marketing 125
Conclusion 125
Appendix
Major Federal Agencies Involved in Control 
of Advertising 127
Chapter 9
Personal Selling, Relationship Building, 
and Sales Management 128
Importance of Personal Selling 128
The Sales Process 129
Objectives of the Sales Force 129
The Sales Relationship-Building Process 130
People Who Support the Sales Force 136
Managing the Sales and Relationship-Building Process 136
The Sales Management Task 136
Controlling the Sales Force 138
Motivating and Compensating Performance 142
Conclusion 143
Chapter 10
Distribution Strategy 144
The Need for Marketing Intermediaries 144
Classification of Marketing Intermediaries and Functions 144
Channels of Distribution 146
Selecting Channels of Distribution 147
Specific Considerations 147
Managing a Channel of Distribution 150
Relationship Marketing in Channels 150
Vertical Marketing Systems 151
Wholesaling 153
Store and Nonstore Retailing 154
Store Retailing 155
Nonstore Retailing 155
Electronic Exchange 157
Conclusion 159
Chapter 11
Pricing Strategy 161
Demand Influences on Pricing Decisions 161
Demographic Factors 161
Psychological Factors 161
Price Elasticity 162
Supply Influences on Pricing Decisions 163
Pricing Objectives 163
Cost Considerations in Pricing 163
Product Considerations in Pricing 165
Environmental Influences on Pricing 
Decisions 166
Competition 166
Government Regulations 166
A General Pricing Model 167
Set Pricing Objectives 167
Evaluate Product-Price Relationships 167
Estimate Costs and Other Price Limitations 168
Analyze Profit Potential 169
Set Initial Price Structure 170
Change Price as Needed 170
Conclusion 170
Part D
MARKETING IN SPECIAL FIELDS 171
Chapter 12
The Marketing of Services 172
Important Characteristics of Services 172
Intangibility 174
Inseparability 175
Perishability and Fluctuating Demand 176
Client Relationship 176
Customer Effort 178
Uniformity 178
Providing Quality Services 178
Customer Satisfaction Measurement 179
The Importance of Internal Marketing 180
Overcoming the Obstacles in Service Marketing 181
Limited View of Marketing 181
Limited Competition 182
Noncreative Management 182
No Obsolescence 183
The Service Challenge 183
Banking 183
Health Care 184
Insurance 184
Travel 185
Implications for Service Marketers 186
Conclusion	186
Chapter 13
Global Marketing 187
Organizing for Global Marketing 188
Problems with Entering Foreign Markets 188
Organizing the Multinational Company 191
Programming for Global Marketing 193
Global Marketing Research 193
Global Product Strategy 195
Global Distribution Strategy 196
Global Pricing Strategy 196
Global Advertising and Sales Promotion 
Strategy 197
Entry and Growth Strategies for Global Marketing 199
Conclusion 201
SECTION II
ANALYZING MARKETING PROBLEMS AND CASES 203
A Case Analysis Framework 204
1. Analyze and Record the Current Situation 205
2. Analyze and Record Problems and Their Core Elements 209
3. Formulate, Evaluate, and Record Alternative Courses of Action 210
4. Select and Record the Chosen Alternative and Implementation Details 210
Pitfalls to Avoid in Case Analysis 211
Communicating Case Analyses 212
The Written Report 213
The Oral Presentation 215
Conclusion 216
SECTION III
FINANCIAL ANALYSIS FOR MARKETING DECISIONS 217
Financial Analysis 218
Break-Even Analysis 218
Net Present Value Analysis 220
Ratio Analysis 222
Conclusion 226
SECTION IV
DEVELOPING MARKETING PLANS 227
A Marketing Plan Framework 228
Title Page 229
Executive Summary 229
Table of Contents 230
Introduction 230
Situational Analysis 230
Marketing Planning 230
Implementation and Control of the Marketing Plan 232
Summary 234
Appendix?Financial Analysis 234
References 237
Conclusion 237
Chapter Notes 239
Index 246

Library of Congress Subject Headings for this publication:

Marketing -- Management.