Table of contents for Basic marketing : a marketing strategy planning approach / William D. Perreault, Jr., 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 1?Marketing?s Value to Consumers, Firms, and Society?00
Marketing?What?s It All About??00
Marketing Is Important to You?00
How Should We Define Marketing??00
Macro-Marketing?00
The Role of Marketing in Economic Systems?00
Marketing?s Role Has Changed a Lot over the Years?00
What Does the Marketing Concept Mean??00
Adoption of the Marketing Concept Has Not Been Easy or Universal?00
The Marketing Concept and Customer Value?00
The Marketing Concept Applies in Nonprofit Organizations?00
The Marketing Concept, Social Responsibility, and Marketing Ethics?00
Conclusion?00
Key Terms?00
Questions and Problems?00
Suggested Cases?00
Computer-Aided Problem?00
Chapter 2? Marketing Strategy Planning?00
The Management Job in Marketing?00
What Is Marketing Strategy Planning??00
Selecting a Market-Oriented Strategy Is Target Marketing?00
Developing Marketing Mixes for Target Markets?00
The Marketing Plan Is a Guide to Implementation and Control?00
The Importance of Marketing Strategy Planning ?00
The Marketing Program Should Build Customer Equity?00
Creative Strategy Planning Needed for Survival?00
What Are Attractive Opportunities??00
Marketing Strategy Planning Process Highlights Opportunities?00
Types of Opportunities to Pursue?00
International Opportunities Should Be Considered?00
Marketing Is Important to You?00
Conclusion?00
Key Terms?00
Questions and Problems?00
Creating Marketing Plans?00
Suggested Cases?00
Chapter 3? Evaluating Opportunities in the Changing Marketing 
Environment?00
The Marketing Environment?00
Objectives Should Set Firm?s Course?00
Company Resources May Limit Search for Opportunities?00
Analyzing Competitors and the Competitive Environment?00
The Economic Environment?00
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
Creating Marketing Plans?000
Suggested Cases?000
Computer-Aided Problem?000
Computer-Aided Problem?00
Chapter 4?Focusing Marketing Strategy with Segmentation and Positioning?
00
Search for Opportunities Can Begin by Understanding Markets?00
Naming Product-Markets and Generic Markets?00
Market Segmentation Defines Possible Tarket Markets?00
What Dimensions Are Used to Segment Markets??00
A Best Practice Approach to Segmenting Products-Markets?00
More Sophisticated Techniques May Help in Segmenting?00
Differentiation and Positioning Take the Customer Point of View?00
Conclusion?00
Key Terms?00
Questions and Problems?00
Creating Marketing Plans?00
Suggested Cases?00
Computer-Aided Problem?00
Chapter 5? Demographic Dimensions of Global Consumer Markets?000
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
Creating Marketing Plans?000
Chapter 6?Final Consumers and Their Buying Behavior?000
Consumer Behavior: Why Do They Buy What They Buy??000
Economic Needs Affect Most Buying Decisions?000
Psychological Influences within an Individual?000
Social Influences Affect Consumer Behavior?000
Individuals Are Affected by the Purchase Situation?000
The Consumer Decision Process?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
Creating Marketing Plans?000
Suggested Cases?000
Computer-Aided Problem?000
Chapter 7?Business and Organizational Customers and Their Buying 
Behavior?000
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
Technology 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?000
The Government Market?000
Conclusion?000
Key Terms?000
Questions and Problems?000
Creating Marketing Plans?000
Suggested Cases?000
Computer-Aided Problem?000
Chapter 8?Improving Decisions with Marketing Information?000
Changes Are Underway in Marketing Information Systems?000
Effective Marketing Requires Good Information?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
Conclusion?000
Key Terms?000
Questions and Problems?000
Creating Marketing Plans?000
Suggested Cases?000
Computer-Aided Problem?000
Chapter 9?Elements of Product Planning for Goods and Services?000
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
Creating Marketing Plans?000
Suggested Cases?000
Computer-Aided Problem?000
Chapter 10?Product Management and New-Product Development?000
Innovation and Market Changes Create Opportunities?000
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
Creating Marketing Plans?000
Suggested Cases?000
Computer-Aided Problem?000
Chapter 11? Place and Development of Channel Systems ?000
Marketing Strategy Planning Decisions for Place?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
Creating Marketing Plans?000
Suggested Cases?000
Computer-Aided Problem?000
Chapter 12?Distribution Customer Service and Logistics ?000
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
Creating Marketing Plans?000
Suggested Cases?000
Computer-Aided Problem?000
Chapter 13? Retailers, Wholesalers, and Their Strategy Planning?000
Retailers and Wholesalers Plan Their Own Strategy?000
The Nature of Retailing?000
Planning a Retailer?s Strategy?000
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
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
Creating Marketing Plans?000
Suggested Cases?000
Computer-Aided Problem?000
Chapter 14?Promotion?Introduction to Integrated Marketing Communications?000
Promotion Communicates to Target Markets ?000
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
Creating Marketing Plans?000
Suggested Cases?000
Computer-Aided Problem?000
Chapter 15?Personal Selling and Customer Service?000
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
Customer Service Promotes the Next Purchase?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
Creating Marketing Plans?000
Suggested Cases?000
Computer-Aided Problem?000
Chapter 16?Advertising and Sales Promotion?000
Advertising, Sales Promotion, and Marketing Strategy Planning?000
Advertising Objectives Are a Strategy Decision?000
Objectives Determine the Kinds of Advertising Needed?000
Coordinated 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
Creating Marketing Plans?000
Suggested Cases?000
Computer-Aided Problem?000
Chapter 17?Pricing Objectives and Policies?000
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 Policies?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
Creating Marketing Plans?000
Suggested Cases?000
Computer-Aided Problem?000
Chapter 18? Price Setting in the Business World?000
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 Managers 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
Creating Marketing Plans?000
Suggested Cases?000
Computer-Aided Problem?000
Chapter 19?Implementing and Controlling Marketing Plans: Evolution and 
Revolution?
000
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
Creating Marketing Plans?000
Suggested Cases?000
Computer-Aided Problem?000
Chapter 20?Managing Marketing?s Link with Other Functional Areas?000
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
Creating Marketing Plans?000
Suggested Cases?000
Chapter 21?Ethical Marketing in a Consumer-Oriented World: Appraisal and 
Challenges?
000
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
Index

Library of Congress Subject Headings for this publication:

Marketing -- Management.