| Description |
xxvi, 504 pages, 45 variously numbered pages ; 29 cm |
| Contents |
Contents note continued: Brand: The Fundamental Character Of A Product -- Brands Play Many Roles -- The Boundaries Of Branding -- Brand Equity---Owning A Brand -- Defining Brand Equity -- Benefits Of Brand Equity -- Branding Decisions -- Stand-Alone Or Family Branding -- National Or Store Branding -- Licensing -- Co-Branding -- Packaging And Labeling: Essential Brand Elements -- Package Objectives -- Effective Packaging -- Labeling -- Warranties And Service Agreements: Building Customer Confidence -- Warranties Help Define The Brand -- Summary -- Key Terms -- Application Questions -- Management Decision Case: Developing And Growing Brand Equity In An Iconic Brand -- Marketing Plan Exercise -- Notes -- ch. 09 Service As The Core Offering -- Why Service Is Important -- Service As A Differentiator -- A New Dominant Logic For Marketing -- Characteristics Of Services -- Intangibility -- Inseparability -- Variability -- Perishability -- The Service-Profit Chain -- |
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Contents note continued: Internal Service Quality -- Satisfied, Productive, And Loyal Employees -- Greater Service Value For External Customers -- Customer Satisfaction And Loyalty -- Revenue And Profit Growth -- Service Attributes -- Search Attributes -- Experience Attributes -- Credence Attributes -- Importance Of Understanding Service Attributes -- Service Quality -- Gap Analysis -- Servqual: A Multiple-Item Scale To Measure Service Quality -- The Servqual Instrument -- Service Blueprints -- Summary -- Key Terms -- Application Questions -- Management Decision Case: Service And The Story Of Netflix -- Marketing Plan Exercise -- Notes -- pt. Four Price And Deliver The Value Offering -- ch. 10 Manage Pricing Decisions -- Price Is A Core Component Of Value -- Establish Pricing Objectives And Related Strategies -- Penetration Pricing -- Price Skimming -- Profit Maximization And Target Roi -- Competitor-Based Pricing -- Value Pricing -- Select Pricing Tactics -- |
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Contents note continued: Management Decision Case: Gaining A Foothold Among Giants While Being Kind -- Notes -- ch. 02 Elements Of Marketing Strategy, Planning, And Competition -- Value Is At The Core Of Marketing -- The Value Chain -- Planning For The Value Offering -- Marketing Planning Is Both Strategic And Tactical -- Elements Of Marketing Planning -- Connecting The Marketing Plan To The Firm's Business Plan -- Organizational Mission, Vision, Goals, And Objectives -- Organizational Strategies -- Situation Analysis -- Additional Aspects Of Marketing Planning -- Tips For Successful Marketing Planning -- Visit The Appendix For A Marketing Plan Example -- Summary -- Key Terms -- Application Questions -- Management Decision Case: Hewlett-Packard And The Case For Strategic Change -- Marketing Plan Exercises -- Notes -- Appendix Cloudcab Small Jet Taxi Service Abbreviated Example Marketing Plan -- pt. Two Use Information To Drive Marketing Decisions -- |
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Contents note continued: Members Of The Buying Center -- Pursuing The Buying Center -- The Players In Business To Business Markets -- The North American Industrial Classification System (Naics) -- Manufacturers -- Resellers -- Government -- Institutions -- The Business Market Purchase Decision Process -- Problem Recognition -- Define The Need And Product Specifications -- Search For Suppliers -- Seek Sales Proposals In Response To Rfp -- Make The Purchase Decision -- Post-Purchase Evaluation Of Product And Supplier -- The Role Of Technology In Business Markets -- E-Procurement -- Summary -- Key Terms -- Application Questions -- Management Decision Case: Organizational Buying On A Grand Scale -- Marketing Plan Exercise -- Notes -- ch. 06 Segmentation, Target Marketing, Positioning, And Crm -- Fulfilling Consumer Needs And Wants -- What Is Segmentation? -- Effective Segmentation -- Segmenting Consumer Markets -- Geographic Segmentation -- Demographic Segmentation -- |
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Contents note continued: Message Transmission -- Decoding Process -- Receiver -- Feedback Loop -- Noise -- Hierarchy Of Effects Model -- Attention -- Interest -- Desire -- Action -- The Marketing Manager's Role In Promotional Strategy -- Identify Targets For Promotion -- Establish Goals For Promotion -- Select The Promotion Mix -- Develop The Message -- Select Media For Use In Promotion -- Prepare Promotion Budget -- Establish Measures Of Results -- New Media -- Online Communication Decisions -- Mobile Growth Opportunities -- Social Media Change The Conversation -- Summary -- Key Terms -- Application Questions -- Management Decision Case: Water Is Life: Attracting Attention To A Cause Through Guerilla Tactics -- Marketing Plan Exercise -- Notes -- ch. 13 Advertising, Sales Promotion, And Public Relations -- Advertising -- Types Of Advertising -- Advertising Execution And Media Types -- The Role Of The Creative Agency -- Sales Promotion -- Sales Promotion To Consumers -- |
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Contents note continued: Notes -- pt. Six Bring It All Together---Global And Performance Dimensions -- ch. 15 Understand The Global Marketplace: Marketing Without Borders -- Marketing Is Not Limited By Borders -- The Global Experience Learning Curve -- Companies With No Foreign Marketing -- Companies With Foreign Marketing -- International Marketing -- Global Marketing -- Essential Information -- Emerging Markets -- Marketing In Emerging Markets -- Multinational Regional Market Zones -- Marketing In Regional Market Zones -- Select The Global Market -- Identify Selection Criteria -- Company Review -- Develop Global Market Strategies -- Market Entry Strategies -- Organizational Structure -- Product -- Consumers -- Market Channels -- Marketing Communications -- Pricing -- Summary -- Key Terms -- Application Questions -- Management Decision Case: A New Global Competitor: Commercial Jetliner Production Begins In China -- Marketing Plan Exercise -- Notes -- |
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Contents note continued: Product Line Pricing -- Captive Pricing -- Price Bundling -- Reference Pricing -- Prestige Pricing -- Odd/Even Pricing -- One-Price Strategy And Variable Pricing -- Everyday Low Pricing (Edlp) And High/Low Pricing -- Auction Pricing -- Setthe Exact Price -- Cost-Plus Pricing/Markup On Cost -- Markup On Sales Price -- Average-Cost Pricing -- Target Return Pricing -- Determine Channel Discounts And Allowances -- Cash Discounts -- Trade Discounts -- Quantity Discounts -- Seasonal Discounts -- Promotional Allowances -- Geographic Aspects Of Pricing -- Execute Price Changes -- Understand Legal Considerations In Pricing -- Price-Fixing -- Price Discrimination -- Deceptive Pricing -- Predatory Pricing -- Fair Trade And Minimum Markup Laws -- Summary -- Key Terms -- Application Questions -- Management Decision Case: Price Unbundling: An Uncommon Word Leading To Very Nice Financial Returns -- Marketing Plan Exercise -- Notes -- |
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Contents note continued: Psychographic Segmentation -- Behavioral Segmentation -- Firms Use Multiple Segmentation Approaches Simultaneously -- Segmenting Business Markets -- Target Marketing -- Analyze Market Segments -- Develop Profiles Of Each Potential Target Market -- Select A Target Marketing Approach -- Positioning -- Perceptual Maps -- Sources Of Differentiation -- Positioning Errors -- Objectives And Capabilities Of Crm -- The Crm Process Cycle -- Knowledge Discovery -- Marketing Planning -- Customer Interaction -- Analysis And Refinement -- More On Customer Touchpoints -- Crm Facilitates A Customer-Centric Culture -- Summary -- Key Terms -- Application Questions -- Management Decision Case: Hotel Choices And Their Appeal To Different Markets -- Marketing Plan Exercise -- Notes -- pt. Three Develop The Value Offering---The Product Experience -- ch. 07 Product Strategy And New-Product Development -- Product: The Heart Of Marketing -- Product Characteristics -- |
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Contents note continued: Sales Promotion To Channel Members -- Public Relations (Pr) -- Gaining Product Publicity And Buzz -- Securing Event Sponsorships -- Crisis Management -- Summary -- Key Terms -- Application Questions -- Management Decision Case: Advertising To Gain Or Keep Market Share In The Hypercompetitive Insurance Space -- Marketing Plan Exercise -- Notes -- ch. 14 Personal Selling And Direct Marketing -- Toward A More Personal Communication With The Customer -- Personal Selling---The Most Personal Form Of Communication -- Activities In Personal Selling -- Sales In B2C Versus B2B Markets -- Classifying Sales Positions -- The Personal Selling Process -- Organizing The Sales Force -- Managing The Sales Force -- Direct Marketing -- Creating A Direct Marketing Campaign -- Direct Marketing Channels -- Summary -- Key Terms -- Application Questions -- Management Decision Case: Pharmaceutical Sales: Pressure Is On To Change The Selling Process -- Marketing Plan Exercise -- |
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Contents note continued: Selecting The Appropriate Forecasting Method(S) -- The Marketing Budget -- Controls And Contingency Planning -- The Marketing Audit -- Summary -- Key Terms -- Application Questions -- Management Decision Case: Forecasting And Wannabe Blockbuster Films -- Marketing Plan Exercise |
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Contents note continued: The Level Of Involvement Influences The Process -- Decision Making With High Involvement -- Decision Making With Limited Involvement -- The Consumer Decision-Making Process -- Problem Recognition -- Search For Information -- Evaluation Of Alternatives -- Product Choice Decision -- Post-Purchase Assessment -- Summary -- Key Terms -- Application Questions -- Management Decision Case: Smartphones, Seniors, And Purchase Decisions -- Marketing Plan Exercise -- Notes -- ch. 05 Understand Business-To-Business Markets -- Organizational Buying: Marketing To A Business -- Differences Between Business And Consumer Markets -- Relationships With Customers -- Number And Size Of Customers -- Geographic Concentration -- Complexity Of The Buying Process -- Complexity Of The Supply Chain -- Demand For Products And Services Is Different In A Business Market -- Buying Situations -- Straight Rebuy -- Modified Rebuy -- New Purchase -- Buying Centers -- |
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Contents note continued: ch. 03 Manage Marketing Information -- Making Good Marketing Decisions---The Need To Know -- Market Information System -- The Nature Of A Market Information System -- Internal Sources---Collecting Information Inside The Company -- External Sources---Collecting Information Outside The Company -- Market Research Systems -- The Importance Of Market Research To Managers -- The Market Research Process -- Market Research Technology -- Market Research Challenges In Global Markets -- Summary -- Key Terms -- Application Questions -- Management Decision Case: Using Information To Target Customers Who Do Not Know They Are Being Targeted -- Marketing Plan Exercise -- Notes -- ch. 04 Understand Business-To-Consumer Markets -- The Power Of The Consumer -- Internal Forces Affect Consumer Choices -- Personal Characteristics -- Psychological Attributes -- External Factors Shape Consumer Choices -- Cultural Factors -- Situational Factors -- Social Factors -- |
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Contents note continued: ch. 11 Manage Marketing Channels And Points Of Customer Interface -- The Value Chain And Value Networks -- Channels And Intermediaries -- Functions Of Channel Intermediaries -- Physical Distribution Functions -- Transaction And Communication Functions -- Facilitating Functions -- Disi Intermediation And Echannels -- Vertical Marketing Systems -- Corporate Systems -- Contractual Systems -- Administered Systems -- Channel Behavior: Conflict And Power -- Selecting Channel Approaches -- Distribution Intensity -- Channel Control And Adaptability -- Prioritization Of Channel Functions---Push Versus Pull Strategy -- Logistics Aspects Of Supply Chain Management -- Order Processing -- Warehousing And Materials Handling -- Inventory Management -- Transportation -- Legal Issues In Supply Chain Management -- Exclusive Dealing -- Exclusive Territories -- Tying Contracts -- Retailing -- Offer Variety For Consumers -- |
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Contents note continued: Product Classifications -- Product Discrimination: Create A Point Of Differentiation -- Product Plan: Moving From One Product To Many Products -- Product Decisions Affect Other Marketing Mix Elements -- The Life Of The Product: Building The Product Experience -- Product Life Cycle Sales Revenue And Profitability -- Product Life Cycle Timeline -- Product Life Cycle Caveats -- New Products---Creating Long-Term Success -- "New" Defined -- Reasons For New-Product Success Or Failure -- New-Product Development Process -- Identify Product Opportunities -- Define The Product Opportunity -- Develop The Product Opportunity -- Consumer Adoption And Diffusion Process -- Consumer Product Adoption Process -- The Diffusion Of Innovations -- Summary -- Key Terms -- Application Questions -- Management Decision Case: Product Development And Renewal In The Toy Market -- Marketing Plan Exercise -- Notes -- ch. 08 Build The Brand -- |
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Contents note continued: ch. 16 The Marketing Dashboard: Metrics For Measuring Marketing Performance -- The Marketing Dashboard -- Goals And Elements Of A Marketing Dashboard -- Potential Pitfalls In Marketing Dashboards -- Toward Your Own Marketing Dashboard -- Return On Marketing Investment (Romi) -- Cautions About Overreliance On Romi -- Proceed With Caution -- A Sampling Of Other Marketing Metrics -- Market Share -- Penetration -- Margin On Sales -- Cannibalization Rate -- Customer Lifetime Value (Clv) -- Sales Force Effectiveness -- Supply Chain Metrics -- Promotions And Pass-Through -- Cost Per Thousand Impressions (Cpm) Rates -- Share Of Voice -- Click-Through Rates -- Developing Effective Action Plans -- Responsibility For The Action Plan -- Timing Of The Action Plan -- Budget For The Action Plan -- Measurement And Control Of The Action Plan -- Forecasting For Marketing Planning -- Subjective Methods Of Forecasting -- Objective Methods Of Forecasting -- |
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Machine generated contents note: pt. One Discover Marketing Management -- ch. 01 Marketing in Today's Business Milieu -- Welcome To Marketing Management -- Marketing Misconceptions -- Behind The Misconceptions -- Beyond The Misconceptions And Toward The Reality Of Modern Marketing -- Defining Marketing -- Value And Exchange Are Core Marketing Concepts -- Marketing's Roots And Evolution -- Pre-Industrial Revolution -- Focus On Production And Products -- Focus On Selling -- Advent Of The Marketing Concept -- Post-Marketing Concept Approaches -- Change Drivers Impacting The Future Of Marketing -- Shift To Product Glut And Customer Shortage -- Shift In Information Power From Marketer To Customer -- Shift In Generational Values And Preferences -- Shift To Distinguishing Marketing (Big M) From Marketing (Little M) -- Shift To Justifying The Relevance And Payback Of The Marketing Investment -- Your Marketing Management Journey Begins -- Summary -- Key Terms -- Application Questions -- |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Marketing -- Management.
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| Author |
Johnston, Mark W., author
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| LC no. |
2013049003 |
| ISBN |
0078028868 (alk. paper) |
|
1259094979 (IE : pbk.) |
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9780078028861 (alk. paper) |
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9781259094972 (IE : pbk.) |
