Table of contents for Marketing : the core / Roger A. Kerin, Steven W. Hartley, William Rudelius.

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DETAILED CONTENTS
Part 1	Initiating the Marketing Process 2
 1	-CREATING CUSTOMER RELATIONSHIPS AND 
VALUE THROUGH MARKETING 4
A Marketing and Product Puzzle: How Do College Students 
Study? 5
What Is Marketing? 7
Marketing: Using Exchanges to Satisfy Needs 8
The Diverse Forces Influencing Marketing Activities 8
How Marketing Discovers and Satisfies Consumer Needs 9
Discovering Consumer Needs 9
Ethics and Social Responsibility Alert: Cell Phones and 
Distracted Driving?Just as Dangerous as Drunk Driving 11
Satisfying Consumer Needs 12
The Marketing Program: How Customer Relationships Are 
Built 13
Customer Value and Customer Relationships 13
Relationship Marketing and the Marketing Program 13
A 3M Product and Marketing Program to Help 
Students Study 14
How Marketing Became So Important 16
Evolution of the Market Orientation 16
Ethics and Social Responsibility: Balancing 
Interests 17
The Breadth and Depth of Marketing 17
Chapter in Review 18
Focusing on Key Terms 19
Discussion and Application Questions 19
Going Online: Your Personal Mechanized ?Transporter? 19
Building Your Marketing Plan 20
Video Case 1 Rollerblade: Benefits beyond Expectations 20
 2	-DEVELOPING SUCCESSFUL MARKETING AND 
CORPORATE STRATEGIES 22
Where Can an ?A? in Ice Cream Making Lead? 23
Organizations and Their Levels of Strategy 24
Levels in Organizations and How Marketing Links to 
Them 24
Strategy Issues in Organizations 25
Setting Strategic Directions 27
A Look Around: Where Are We Now? 27
Growth Strategies: Where Do We Want to Go? 29
The Strategic Marketing Process 32
Strategic Marketing Process: The Planning Phase 33
Strategic Marketing Process: The Implementation 
Phase 37
Strategic Marketing Process: The Control Phase 39
Chapter in Review 40
Focusing on Key Terms 41
Discussion and Application Questions 41
Going Online: Medtronic?s Mission Statement 41
Building Your Marketing Plan 41
Video Case 2 BP: Allocating Resources to Bring You Gasoline and Fresh 
Bread! 42
APPENDIX A: Building an Effective Marketing Plan 44
 3	SCANNING THE MARKETING ENVIRONMENT 58
It?s Show Time! 59
Environmental Scanning in the New Millennium 60
An Environmental Scan of Today?s Marketplace 60
Social Forces 61
Demographics 61
Marketing NewsNet: After Seeing 23 Million Ads, Generation Y 
Is Turning 21 63
Culture 65
Economic Forces 65
Macroeconomic Conditions 65
Consumer Income 66
Technological Forces 67
Technology of Tomorrow 67
Technology?s Impact on Customer Value 68
Electronic Business Technologies 68
Marketing NewsNet: Where Can You Go When You Are 
Wireless? Anywhere! 69
Competitive Forces 69
Alternative Forms of Competition 69
Small Businesses as Competitors 70
Regulatory Forces 70
Protecting Competition 70
Product-Related Legislation 71
Pricing-Related Legislation 72
Distribution-Related Legislation 72
Ethics and Social Responsibility Alert: Is Telemarketing a First 
Amendment Right? 73
Adverstising- and Promotion-Related Legislation 73
Control through Self-Regulation 73
Chapter in Review 74
Focusing on Key Terms 75
Discussion and Application Questions 75
Going Online: Using the Web to Scan the Environment 75
Building Your Marketing Plan 75
Video Case 3 Flyte Time Productions, Inc.: The Best Idea Wins 76
 4	ETHICS AND SOCIAL RESPONSIBILITY IN 
MARKETING 78
There Is More Brewing at Anheuser-Busch than Beer 79
Nature and Significance of Marketing Ethics 80
Ethical/Legal Framework in Marketing 80
Current Perceptions of Ethical Behavior 80
Understanding Ethical Marketing Behavior 81
Societal Culture and Norms 81
Marketing NewsNet: Internet Piracy and Campus Pirates 82
Business Culture and Industry Practices 82
Corporate Culture and Expectations 84
Personal Moral Philosophy and Ethical Behavior 85
Understanding Social Responsibility in Marketing 86
Concepts of Social Responsibility 86
The Social Audit: Doing Well by Doing Good 88
Marketing NewsNet: Will Consumers Switch Brands for a 
Cause? Yes, If . . . 89
Turning the Table: Consumer Ethics and Social 
Responsibility 90
Chapter in Review 91
Focusing on Key Terms 92
Discussion and Application Questions 92
Going Online: Doing Well By Doing Good 92
Building Your Marketing Plan 92
Video Case 4 Starbucks Corporation: Serving More than 
Coffee 93
Part 2	Understanding Buyers and Markets 96
 5	CONSUMER BEHAVIOR 98
Getting to Know the Automobile Custom(h)er and 
Influenc(h)er 99
Consumer Purchase Decision Process 100
Problem Recognition: Perceiving a Need 100
Information Search: Seeking Value 100
Alternative Evaluation: Assessing Value 101
Purchase Decision: Buying Value 102
Postpurchase Behavior: Value in Consumption or 
Use 102
Involvement and Problem-Solving Variations 102
Situational Influences 103
Psychological Influences on Consumer Behavior 104
Motivation and Personality 105
Ethics and Social Responsibility Alert: The Ethics of 
Subliminal Messages 106
Perception 106
Learning 108
Values, Beliefs, and Attitudes 108
Lifestyle 110
Sociocultural Influences on Consumer Behavior 111
Personal Influence 111
Marketing NewsNet: BzzAgent?The Business of Buzz 112
Reference Groups 113
Family Influence 113
Culture and Subculture 114
Chapter in Review 116
Focusing on Key Terms 117
Discussion and Application Questions 117
Going Online: Tracking Buying Power of Multicultural 
Consumers 117
Building Your Marketing Plan 117
Video Case 5 Ken Davis Products, Inc.: Sauces for All 
Tastes 118
 6	ORGANIZATIONAL MARKETS AND BUYER 
BEHAVIOR 120
Buying Paper Is a Strategic Business Decision at 
JCPenney 121
The Nature and Size of Organizational Markets 122
Industrial Markets 122
Reseller Markets 123
Government Markets 123
Measuring Industrial, Reseller, and Government 
Markets 123
Characteristics of Organizational Buying 124
Demand Characteristics 124
Size of the Order or Purchase 125
Number of Potential Buyers 125
Marketing NewsNet: The Airbus A380 Superjumbo Jet Takes 
Flight 126
Organizational Buying Objectives 126
Organizational Buying Criteria 126
Marketing NewsNet: Harley-Davidson?s Supplier Collaboration 
Creates Customer Value . . . and a Great Ride 127
Buyer?Seller Relationships and Supply 
Partnerships 127
The Organizational Buying Process and the Buying 
Center 128
Stages in the Organizational Buying Process 128
The Buying Center: A Cross-Functional Group 128
Online Buying in Organizational Markets 131
Prominence of Online Buying in Organizational 
Markets 131
E-Marketplaces: Virtual Organizational Markets 132
Online Auctions in Organizational Markets 132
Chapter in Review 134
Focusing on Key Terms 134
Discussion and Application Questions 134
Going Online: Navigating the NAICS 135
Building Your Marketing Plan 135
Video Case 6 Lands? End: Where Buyers Rule 135
 7	REACHING GLOBAL MARKETS 138
Mattel?s Global Marketing Is More than Child?s Play 139
Dynamics of World Trade 140
Decline of Economic Protectionism 140
Rise of Economic Integration 140
A New Reality: Global Competition among Global 
Companies for Global Consumers 142
Marketing NewsNet: The Global Teenager?A Market of 500 
Million Consumers with $100 Billion to Spend 144
Emergence of a Networked Global Marketspace 145
A Global Environmental Scan 146
Cultural Diversity 146
Economic Considerations 148
Political?Regulatory Climate 149
Global Market-Entry Strategies 150
Exporting 150
Marketing NewsNet: Creative Cosmetics and Creative Export 
Marketing in Japan 151
Licensing 151
Joint Venture 152
Direct Investment 153
Crafting a Worldwide Marketing Program 153
Product and Promotion Strategies 153
Distribution Strategy 155
Pricing Strategy 156
Chapter in Review 156
Focusing on Key Terms 157
Discussion and Application Questions 157
Going Online: Getting to Know the WTO 157
Building Your Marketing Plan 157
Video Case 7 CNS Breathe Right Strips: Going Global 158
Part 3	Targeting Marketing Opportunities 160
 8	-MARKETING RESEARCH: FROM INFORMATION 
TO ACTION 162
Test Screenings: Listening to Consumers to Reduce Movie 
Risks 163
The Role of Marketing Research 164
What Is Marketing Research? 164
Why Good Marketing Research Is Difficult 164
Four-Step Marketing Research Approach 165
Step 1: Define the Problem 166
Set the Research Objectives 166
Identify Possible Marketing Actions 166
Step 2: Develop the Research Plan 167
Identify Data Needed for Marketing Actions 167
Determine How to Collect Data 167
Step 3: Collect Relevant Information 168
Secondary Data: Internal 168
Secondary Data: External 168
Advantages and Disadvantages of Secondary Data 169
Marketing NewsNet: Online Databases and Internet Resources 
Useful for Marketers 170
Primary Data: Observing Behavior 170
Primary Data: Questioning Consumers 173
Primary Data: Panels and Experiments 176
Advantages and Disadvantages of Primary Data 176
Making the Most of Information Technology 177
Step 4: Deliver the Final Report 178
Analyzing the Data 178
Presenting the Findings 178
Making Recommendations 180
Sales Forecasting Techniques 180
Judgments of the Decision Maker 180
Surveys of Knowledgeable Groups 181
Statistical Methods 181
Chapter in Review 182
Focusing on Key Terms 182
Discussion and Application Questions 182
Going Online: What?s New in Marketing Research? 183
Building Your Marketing Plan 183
Video Case 8 Ford Consulting Group, Inc.: From Data to 
Actions 184
 9	IDENTIFYING MARKET SEGMENTS AND 
TARGETS 186
Sneakers Marketing Wars: Jay-Z, Yao Ming, and a 
?Swooshless? Nike Line for Wal-Mart 187
Why Segment Markets? 188
What Market Segmentation Means 189
Marketing NewsNet: Sneaker Strategies?Who?s Doing 
What 191
When to Segment Markets 191
Steps in Segmenting and Targeting Markets 193
Step 1: Group Potential Buyers into Segments 194
Step 2: Group Products to Be Sold into Categories 197
Step 3: Develop a Market-Product Grid and 
Estimate Size of Markets 198
Step 4: Select Target Markets 198
Step 5: Take Marketing Actions to Reach Target 
Markets 199
Marketing NewsNet: Apple?s Segmentation Strategy?Camp 
Runamok No Longer 201
Market-Product Synergies: A Balancing Act 202
Positioning the Product 202
Product Positioning Using Perceptual Maps 203
Positioning Chocolate Milk for Adults 203
Chapter in Review 204
Focusing on Key Terms 205
Discussion and Application Questions 205
Going Online: Apple?s Latest Market-Product 
Strategies 205
Building Your Marketing Plan 205
Video Case 9 Nokia: A Phone for Every Segment 205
Part 4	Satisfying Marketing Opportunities 208
10	DEVELOPING NEW PRODUCTS AND 
SERVICES 210
3M?s New Greptile Grip Golf Glove: How to Get to the Top 
of the Leader Board 211
The Variations of Products 212
Product Line and Product Mix 212
Classifying Products 213
The Uniqueness of Services 213
Classifying Goods and Services 214
Classifying Consumer Goods 214
Classifying Business Goods 215
Classifying Services 216
New Products and Why They Succeed or Fail 217
What Is a New Product? 217
Why Products Succeed or Fail 218
Marketing NewsNet: When Less Is More?How Reducing the 
Number of Features Can Open Up Huge Markets 219
The New-Product Process 221
New-Product Strategy Development 221
Idea Generation 222
Screening and Evaluation 223
Business Analysis 224
Marketing NewsNet: Keeping Planning Simple at Big G??One-
Handed? Convenience plus Cover All the Bases 225
Ethics and Social Responsibility Alert: SUVs and Pickups versus 
Cars?Godzilla Meets a Chimp? 226
Development 226
Market Testing 227
Commercialization 228
Chapter in Review 230
Focusing on Key Terms 230
Discussion and Application Questions 230
Going Online: Jalape?o Soda, Anyone? 231
Building Your Marketing Plan 231
Video Case 10 3M Greptile Grip Golf Glove: Great 
Gripping! 231
11	MANAGING PRODUCTS, SERVICES, AND 
BRANDS 234
Gatorade: An Unquenchable Thirst for Competition 235
The Product Life Cycle 236
Introduction Stage 236
Growth Stage 238
Maturity Stage 239
Marketing NewsNet: Will E-Mail Spell Doom for the Familiar 
Fax? 240
Decline Stage 240
Some Dimensions of the Product Life Cycle 241
Managing the Product Life Cycle 243
Modifying the Product 243
Modifying the Market 243
Repositioning the Product 244
Ethics and Social Responsibility Alert: Consumer Economics of -
Downsizing?Get Less, Pay More 245
Branding and Brand Management 245
Brand Personality and Brand Equity 246
Picking a Good Brand Name 248
Branding Strategies 249
Marketing NewsNet: Creating Customer Value through 
Packaging?Pez Heads Dispense More than Candy 252
Creating Customer Value through Packaging and 
Labeling 252
Communication Benefits 252
Functional Benefits 253
Perceptual Benefits 253
Managing the Marketing of Services 254
Product (Service) 254
Pricing 254
Place (Distribution) 255
Promotion 255
Chapter in Review 256
Focusing on Key Terms 256
Discussion and Application Questions 256
Going Online: Brand News You Can Use 257
Building Your Marketing Plan 257
Video Case 11 Philadelphia Phillies, Inc.: Sports Marketing 
101 257
12	PRICING PRODUCTS AND SERVICES 260
Where Dot-Coms Still Thrive: Helping You Get a $100-a-
Night Hotel Room Overlooking New York?s Central 
Park 261
Nature and Importance of Price 262
What Is a Price? 262
Price as an Indicator of Value 263
Price in the Marketing Mix 264
General Pricing Approaches 264
Demand-Oriented Approaches 264
Marketing NewsNet: Energizer?s Lesson in Price Perception?
Value Lies in the Eye of the Beholder 265
Cost-Oriented Approaches 266
Profit-Oriented Approaches 267
Competition-Oriented Approaches 268
Estimating Demand and Revenue 268
Fundamentals of Estimating Demand 268
Fundamentals of Estimating Revenue 271
Determining Cost, Volume, and Profit Relationships 271
The Importance of Controlling Costs 271
Break-Even Analysis 272
Marketing NewsNet: Pricing Lessons from the Dot-Coms?
Understand Revenues and Expenses 273
Pricing Objectives and Constraints 274
Identifying Pricing Objectives 274
Identifying Pricing Constraints 275
Marketing NewsNet: Pricing 101?$4,205 for a 1969 Used 
Hotwheels Volkswagen Van, or $121,000 for a Mint-Condition 
1951 Mickey Mantle Topps Baseball Card? 276
Setting a Final Price 277
Step 1: Select an Appropriate Price Level 277
Step 2: Set the List or Quoted Price 278
Step 3: Make Special Adjustments to the List or 
Quoted Price 278
Chapter in Review 280
Focusing on Key Terms 281
Discussion and Application Questions 281
Going Online: Finding the Best Airline Ticket Price 281
Building Your Marketing Plan 281
Video Case 12 Stuart Cellars: Price Is a Matter of 
Taste 282
13	-MANAGING MARKETING CHANNELS AND 
SUPPLY CHAINS 284
Apple Stores: Adding High-Touch to High-Tech Marketing Channels 285
Nature and Importance of Marketing Channels 286
What Is a Marketing Channel of Distribution? 286
Value Created by Intermediaries 286
Channel Structure and Organization 288
Marketing Channels for Consumer Goods and 
Services 288
Marketing Channels for Business Goods and 
Services 289
Electronic Marketing Channels 290
Marketing NewsNet: Nestl? and General Mills?Cereal Partners 
Worldwide 291
Multiple Channels and Strategic Alliances 291
Vertical Marketing Systems 291
Channel Choice and Management 294
Factors in Choosing a Marketing Channel 294
Channel Relationships: Conflict and Cooperation 295
Logistics and Supply Chain Management 297
Supply Chains versus Marketing Channels 297
Sourcing, Assembling, and Delivering a New Car: The 
Automotive Supply Chain 297
Supply Chain Management and Marketing 
Strategy 299
Marketing NewsNet: IBM?Creating an On-Demand Supply 
Chain 300
Two Concepts of Logistics Management in a Supply 
Chain 301
Total Logistics Cost Concept 301
Customer Service Concept 301
Chapter in Review 303
Focusing on Key Terms 303
Discussion and Application Questions 303
Going Online: Finding a Franchise for You 304
Building Your Marketing Plan 304
Video Case 13 Golden Valley Microwave Foods: The 
Surprising Channel 304
14	RETAILING AND WHOLESALING 308
Trading Up . . . at Target 309
The Value of Retailing 310
Consumer Utilities Offered by Retailing 311
The Global Economic Impact of Retailing 311
Classifying Retail Outlets 311
Marketing NewsNet: Say Good-Bye to Bar Codes 312
Form of Ownership 312
Level of Service 313
Type of Merchandise Line 314
Nonstore Retailing 315
Automatic Vending 315
Direct Mail and Catalogs 316
Television Home Shopping 316
Online Retailing 317
Telemarketing 317
Direct Selling 318
Retailing Strategy 318
Retail Pricing 318
Ethics and Social Responsibility Alert: Who Takes the Five-
Finger Discount? You?ll Be Surprised! 320
Store Location 320
Retail Communication 321
Merchandise 321
The Changing Nature of Retailing 322
The Wheel of Retailing 322
The Retail Life Cycle 323
Wholesaling 324
Merchant Wholesalers 324
Agents and Brokers 325
Manufacturer?s Branches and Offices 325
Chapter in Review 326
Focusing on Key Terms 326
Discussion and Application Questions 326
Going Online: Consumers Can Now ?Shop with Their 
Bot? 327
Building Your Marketing Plan 327
Video Case 14 Mall of America: Shopping and a Whole Lot 
More 327
15	-INTEGRATED MARKETING COMMUNICATIONS 
AND DIRECT MARKETING 330
Who Is Going to Disney World Next? 331
The Communication Process 332
Encoding and Decoding 333
Feedback 334
Noise 334
The Promotional Elements 334
Advertising 335
Personal Selling 336
Public Relations 336
Sales Promotion 337
Direct Marketing 337
Integrated Marketing Communications?Developing the 
Promotional Mix 338
The Target Audience 338
Marketing NewsNet: Gen Y Applies Multitasking to Media 
Consumption?29 Hours per Day! 338
The Product Life Cycle 339
Channel Strategies 340
Developing an IMC Program 341
Identifying the Target Audience 341
Specifying Promotion Objectives 341
Setting the Promotion Budget 342
Selecting the Right Promotional Tools 342
Designing the Promotion 343
Scheduling the Promotion 343
Executing and Evaluating the Promotion Program 344
Direct Marketing 344
The Growth of Direct Marketing 345
The Value of Direct Marketing 345
Technological, Global, and Ethical Issues in Direct 
Marketing 346
Ethics and Social Responsibility Alert: How Do You Like Your E-
Mail? ?Opt-out? or ?Opt-in? Are Your Choices 347
Chapter in Review 347
Focusing on Key Terms 348
Discussion and Application Questions 348
Going Online: Agencies Adopt IMC Approaches 348
Building Your Marketing Plan 349
Video Case 15 UPS: Repositioning a Business with 
IMC 349
16	-ADVERTISING, SALES PROMOTION, AND 
PUBLIC RELATIONS 352
Welcome to the New World of Advertising 353
Types of Advertisements 354
Product Advertisements 354
Institutional Advertisements 355
Developing the Advertising Program 355
Identifying the Target Audience 356
Specifying Advertising Objectives 356
Setting the Advertising Budget 356
Defining the Advertisement 356
Ethics and Social Responsibility Alert: Who Decides What Is 
?Appropriate? Advertising? 357
Selecting the Right Media 358
Different Media Alternatives 359
Scheduling the Advertising 363
Executing the Advertising Program 363
Pretesting the Advertising 364
Carrying Out the Advertising Program 364
Evaluating the Advertising Program 364
Posttesting the Advertising 364
Sales Promotion 365
Consumer-Oriented Sales Promotions 365
Trade-Oriented Sales Promotions 368
Public Relations 369
Chapter in Review 369
Focusing on Key Terms 370
Discussion and Application Questions 370
Going Online: Advertising on the Internet 371
Building Your Marketing Plan 371
Video Case 16 Fallon Worldwide: In the Creativity 
Business 371
17	PERSONAL SELLING AND SALES 
MANAGEMENT 374
Selling the Way Customers Want to Buy 375
Scope and Significance of Personal Selling and Sales 
Management 376
Nature of Personal Selling and Sales Management 376
Selling Happens Almost Everywhere 376
Personal Selling in Marketing 377
Creating Customer Value through Salespeople: 
Relationship Selling 377
The Many Forms of Personal Selling 378
Order Taking 378
Order Getting 379
The Personal Selling Process: Building Relationships 380
Prospecting 380
Preapproach 381
Approach 382
Presentation 382
Close 384
Follow-Up 384
The Sales Management Process 385
Sales Plan Formation: Setting Direction 385
Marketing NewsNet: Creating and Sustaining Customer Value 
through Cross-Functional Team Selling 386
Sales Plan Implementation: Putting the Plan into 
Action 387
Salesforce Evaluation and Control: Measuring 
Results 389
Salesforce Automation and Customer Relationship Management 390
Chapter in Review 391
Focusing on Key Terms 392
Discussion and Application Questions 392
Going Online: Getting the Scoop on Selling 392
Building Your Marketing Plan 393
Video Case 17 Reebok: Relationship Selling and Customer 
Value 393
18	-IMPLEMENTING INTERACTIVE AND 
MULTICHANNEL MARKETING 396
One Bike: Yours 397
Creating Customer Value, Relationships, and Experiences in 
Marketspace 398
Customer Value Creation in Marketspace 398
Interactivity, Individuality, and Customer 
Relationships in Marketspace 399
Creating an Online Customer Experience 401
Online Consumer Behavior and Marketing Practice in 
Marketspace 403
Who Is the Online Consumer? 403
What Online Consumers Buy 403
Marketing NewsNet: Meet Today?s Internet Mom?All 31 
Million! 404
Why Consumers Shop and Buy Online 405
Ethics and Social Responsibility Alert: Sweet and Sour Cookies in 
the New Marketspace 409
When and Where Online Consumers Shop and 
Buy 409
Multichannel Marketing to the Online Consumer 410
Integrating and Leveraging Multiple Channels with 
Multichannel Marketing 410
Implementing Multichannel Marketing 410
Chapter in Review 412
Focusing on Key Terms 412
Discussion and Application Questions 413
Going Online: Tracking Trends in Interactive 
Marketing 413
Building Your Marketing Plan 413
Video Case 18 McFarlane Toys: The Best of Interactive 
Marketing 413
APPENDIX B: Planning a Career in Marketing 416
Glossary G
Chapter Notes CN
Credits CR1
Name Index I1
Company/Product Index I6
Subject Index I12

Library of Congress Subject Headings for this publication:

Marketing.