Marketing

Cover
Title Page
Copyright Page
Preface
Engagement
Leadership
Innovation
Acknowledgments
Brief Contents
Detailed Contents
Part 1 Initiating the Marketing Process
1 CREATING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING
Bombas Is Solving Social Problems with Great Socks and Great Marketing!
Creating Better Socks
Building a Brand with a Purpose
Bombas Today
Bombas, Marketing, and You
What Is Marketing?
Marketing and Your Career
Marketing: Delivering Value to Customers
The Diverse Elements Influencing Marketing Actions
What Is Needed for Marketing to Occur
How Marketing Discovers and Satisfies Consumer Needs
Discovering Consumer Needs
The Challenge: Meeting Consumer Needs with New Products
Satisfying Consumer Needs
The Marketing Program: How Customer Relationships Are Built
Relationship Marketing: Easy to Understand, Hard to Do
The Marketing Program and Market Segments
3M’s Strategy and Marketing Program to Help Students Study
How Marketing Became So Important
Evolution toward a Market Orientation
Focusing on Customer Relationship Management
Ethics and Social Responsibility in Marketing: Balancing the Interests of Different Groups
The Breadth and Depth of Marketing
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 1: Bombas: Creating Socks with a Purpose!
2 DEVELOPING SUCCESSFUL ORGANIZATIONAL AND MARKETING STRATEGIES
I Scream, You Scream, We All Scream for . . .
Today’s Organizations
Kinds of Organizations
What Is Strategy?
The Structure of Today’s Organizations
Making Responsible Decisions: New Types of Organizations Help Entrepreneurs Focus on Passion and Purpose
Strategy in Visionary Organizations
Organizational Foundation: Why Does It Exist?
Organizational Direction: What Will It Do?
Organizational Strategies: How Will It Do It?
Tracking Strategic Performance with Marketing Analytics
Applying Marketing Metrics: How Well Is Ben & Jerry’s Doing?
Setting Strategic Directions
A Look Around: Where Are We Now?
Growth Strategies: Where Do We Want to Go?
Marketing Matters: Filling the Shoes of Apple CEO Tim Cook: Where Will Apple’s Projected Future Growth for Its Major SBUs Come From?
The Strategic Marketing Process
Guiding Principles Underlying the Strategic Marketing Process
The Planning Phase of the Strategic Marketing Process
The Implementation Phase of the Strategic Marketing Process
The Evaluation Phase of the Strategic Marketing Process
Pulling It All Together
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 2: IBM: Putting Smart Strategy to Work
Appendix A Building an Effective Marketing Plan
3 SCANNING THE MARKETING ENVIRONMENT
Change Is Constant for Marketers at Facebook
Facebook in the Future
Environmental Scanning
Tracking Environmental Trends
An Environmental Scan of Today’s Marketplace
Social Forces
Demographics
Making Responsible Decisions: Balancing Profits and Purpose—Millennial Style
Culture
Economic Forces
Macroeconomic Conditions
Consumer Income
Marketing Insights About Me: The Census Bureau: Your Source for Economic Information
Technological Forces
Technology of Tomorrow
Technology’s Impact on Customer Value
Technology Enables Data Analytics
Competitive Forces
Alternative Forms of Competition
Components of Competition
Small Businesses as Competitors
Regulatory Forces
Protecting Competition
Product-Related Legislation
Pricing-Related Legislation
Distribution-Related Legislation
Advertising- and Promotion-Related Legislation
Marketing Matters: Does Protecting Privacy Hurt the Web?
Control through Self-Regulation
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 3: Geek Squad: A New Business for a New Environment
4 ETHICAL AND SOCIAL RESPONSIBILITY FOR SUSTAINABLE MARKETING
Anheuser-Busch: Becoming the Best Beer Company in a Better World
Responsible Drinking
Environmental Sustainability
Nature and Significance of Marketing Ethics
An Ethical/Legal Framework for Marketing
Critical Perceptions of Ethical Behavior
Four Factors Affect Ethical Marketing Behavior
Societal Culture and Norms
Business Culture and Industry Practices
Making Responsible Decisions: Corporate Conscience in the Cola War
Marketing Insights About Me: Is Corruption More or Less Common in My Country?
Corporate Culture and Expectations
Your Personal Moral Philosophy and Ethical Behavior
Understanding Social Responsibility for Sustainable Marketing
Three Concepts of Social Responsibility
Marketing Matters: Will Consumers Switch Brands for a Cause? Yes, If . . .
The Social Audit and Sustainable Development: Doing Well by Doing Good
Turning the Tables: Consumer Ethics and Social Responsibility
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 4: Toyota: Where the Future Is Available Today
Part 2 Understanding Buyers and Markets
5 UNDERSTANDING CONSUMER BEHAVIOR
Enlightened Carmakers Know What Custom(h)ers and Influenc(h)ers Value
Consumer Purchase Decision Process and Experience
Problem Recognition: Perceiving a Need
Information Search: Seeking Value
Alternative Evaluation: Assessing Value
Purchase Decision: Buying Value
Postpurchase Behavior: Realizing Value
Marketing Matters: How Much Is a Satisfied Customer Worth?
Consumer Involvement Affects Problem Solving
Situational Influences That Affect Purchase Decisions
Putting the Purchase Decision Process into Practice: Consumer Touchpoints and Consumer Journey Maps
Psychological Influences on Consumer Behavior
Consumer Motivation and Personality
Consumer Perception
Making Responsible Decisions: The Ethics of Subliminal Messages
Consumer Learning
Consumer Values, Beliefs, and Attitudes
Consumer Lifestyle
Marketing Insights About Me: What Motivates You? It Depends on Your Mindset
Sociocultural Influences on Consumer Behavior
Personal Influence
Marketing Matters: BzzAgent—the Buzz Experience
Reference Group Influence
Applying Marketing Metrics: Are Your Customers Recommending Your Company or Brand?
Social Class Influence
Family Influence
Culture and Subculture Influences
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 5: Coppertone: Creating the Leading Sun Care Brand by Understanding Consumers
6 UNDERSTANDING ORGANIZATIONS AS CUSTOMERS
Organizational Buying Is Marketing, Too! Purchasing Publication Paper for JCPenney
Business-to-Business Marketing and Organizational Buyers
Organizational Buyers
Organizational Markets
Measuring Organizational Markets
Characteristics of Organizational Buying
Demand Characteristics
Size of the Order or Purchase
Number of Potential Buyers
Organizational Buying Objectives
Organizational Buying Criteria
Buyer–Seller Relationships and Supply Partnerships
Marketing Matters: At Milsco Manufacturing, “Our Marketing Philosophy Is Designed to Develop Partnerships” and Deliver a Great Ride for Customers’ Seats
The Organizational Buying Function, Process, and Buying Center
The Buying Function in Organizations
Making Responsible Decisions: Sustainable Procurement for Sustainable Growth at Starbucks
Stages in the Organizational Buying Process
The Buying Center: A Cross-Functional Group
Online Buying in Business-to-Business Marketing
Prominence of Online Buying in Organizational Markets
E-Marketplaces: Virtual Organizational Markets
Marketing Matters: eBay Means Business for Business-to-Business Marketing Entrepreneurs, Too!
Online Auctions in Organizational Markets
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 6: Trek: Building Better Bikes through Organizational Buying
7 UNDERSTANDING AND REACHING GLOBAL CONSUMERS AND MARKETS
Transforming the Way India Sells and Buys: Amazon India Builds a Multibillion-Dollar Operation from the Ground up to the Cloud
Amazon’s Awesome Opportunity in India
Amazon’s Awesome Challenges in India
Failure Was Not an Option
Dynamics of World Trade
Global Perspective on World Trade
United States’ Perspective on World Trade
Marketing in a Dynamic Global Economy
Economic Protectionism by Individual Countries
Making Responsible Decisions: Global Ethics and Global Economics—The Case of Protectionism
Economic Integration among Countries
Global Competition among Global Companies for Global Consumers
Marketing Matters: The Global Teenager—A Market of Voracious Consumers
The Presence of a Networked Global Marketspace
The Prevalence of Economic Espionage
A Global Environmental Scan
Cultural Diversity
Economic Considerations
Political-Regulatory Climate
Comparing Global Market-Entry Strategies
Marketing Matters: Creative Cosmetics and Creative Export Marketing in Japan
Exporting
Licensing
Joint Venture
Direct Investment
Crafting a Worldwide Marketing Program
Product and Promotion Strategies
Distribution Strategy
Pricing Strategy
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 7: Mary Kay, Inc.: Launching Pink Young in China
Part 3 Targeting Marketing Opportunities
8 MARKETING RESEARCH: FROM CUSTOMER INSIGHTS TO ACTIONS
Hollywood Loves Marketing Research!
A Film Industry Secret
The Role of Marketing Research
What Is Marketing Research?
The Challenges in Doing Good Marketing Research
Five-Step Marketing Research Approach
Step 1: Define the Problem
Set the Research Objectives
Identify Possible Marketing Actions
Step 2: Develop the Research Plan
Specify Constraints
Identify Data Needed for Marketing Actions
Determine How to Collect Data
Step 3: Collect Relevant Information
Secondary Data: Internal
Secondary Data: External
Marketing Matters: Online Databases and Internet Resources Useful to Marketers
Advantages and Disadvantages of Secondary Data
Primary Data: Watching People
Primary Data: Asking People
Primary Data: Other Sources
Applying Marketing Metrics: Are the Carmex Social Media Programs Working Well?
Making Responsible Decisions: Your Digital Life Is Transparent: The Downside of Data Mining
Advantages and Disadvantages of Primary Data
Analyzing Primary Data Using Cross Tabulations
Step 4: Develop Findings
Analyze the Data
Present the Findings
Step 5: Take Marketing Actions
Make Action Recommendations
Implement the Action Recommendations
Evaluate the Results
Sales Forecasting Techniques
Judgments of the Decision Maker
Surveys of Knowledgeable Groups
Statistical Methods
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 8: Carmex® (A): Leveraging Facebook for Marketing Research
9 MARKET SEGMENTATION, TARGETING, AND POSITIONING
There Is Only One Word for the Zappos Experience: WOW!
Segmentation Is Zappos’s Secret to Success
Delivering WOW through Customer Service
Why Segment Markets?
What Market Segmentation Means
When and How to Segment Markets
Steps in Segmenting and Targeting Markets
Step 1: Group Potential Buyers into Segments
Marketing Insights About Me: To Which “Flock” Do You Belong?
Applying Marketing Metrics: What Is the Lifetime Value of a McDonald’s and Burger King Customer?
Step 2: Group Products to Be Sold into Categories
Step 3: Develop a Market-Product Grid and Estimate the Size of Markets
Step 4: Select Target Markets
Step 5: Take Marketing Actions to Reach Target Markets
Market-Product Synergies: A Balancing Act
Marketing Matters: Apple’s Segmentation Strategy—Camp Runamok No Longer
Positioning the Product
Two Approaches to Product Positioning
Writing a Product Positioning Statement
Product Positioning Using Perceptual Maps
A Perceptual Map to Reposition Chocolate Milk for Adults
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 9: Prince Sports, Inc.: Tennis Racquets for Every Segment
Part 4 Satisfying Marketing Opportunities
10 DEVELOPING NEW PRODUCTS AND SERVICES
Apple: The World-Class New-Product Machine
Apple’s New-Product Development Successes
Apple’s New-Product Development Stumbles
The Next Chapter in Apple’s Story: An Apple-Enabled iCar?
What Are Products and Services?
A Look at Goods, Services, and Ideas
Classifying Products
Classifying Services
Product Classes, Forms, Items, Lines, and Mixes
New Products and Why They Succeed or Fail
What Is a New Product?
Marketing Matters: Too Much of a Good Thing: Feature Bloat and Feature Fatigue in New-Product Development
Why Products and Services Succeed or Fail
Tracking New-Product Performance
Applying Marketing Metrics: Do Your New Products Have Vitality?
The New-Product Development Process
Stage 1: New-Product Strategy Development
Stage 2: Idea Generation
Stage 3: Screening and Evaluation
Stage 4: Business Analysis
Marketing Matters: Was the Google Glass Half Full or Half Empty?
Stage 5: Development
Stage 6: Market Testing
Stage 7: Commercialization
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 10: GoPro: Making All of Us Heroes with Exciting New Products
11 MANAGING SUCCESSFUL PRODUCTS, SERVICES, AND BRANDS
Gatorade: Bringing Science to Sweat for 60 Years
Creating the Gatorade Brand
Building the Gatorade Brand
Charting the Product Life Cycle
Introduction Stage
Growth Stage
Maturity Stage
Decline Stage
Three Aspects of the Product Life Cycle
Marketing Matters: Will E-Mail Spell Extinction for Fax Machines?
The Product Life Cycle and the Diffusion of Innovation
Managing the Product Life Cycle
Role of a Product Manager
Modifying the Product
Modifying the Market
Applying Marketing Metrics: Knowing Your CDI and BDI
Repositioning the Product
Making Responsible Decisions: Consumer Economics of Shrinkflation—Get Less, Pay More
Branding and Brand Management
Marketing Insights About Me: Do You Want to Start a Business Using Your Own Name? Better Check First!
Brand Personality and Brand Equity
Picking a Good Brand Name
Branding Strategies
Packaging and Labeling Products
Creating Customer Value and Competitive Advantage through Packaging and Labeling
Marketing Matters: Creating Customer Value through Packaging—Pez Heads Dispense More Than Candy
Packaging and Labeling Challenges and Responses
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 11: Justin’s: Managing a Successful Product with Passion
12 SERVICES MARKETING
Marketing Helped Airbnb Survive the Pandemic, Now Demand Exceeds Supply!
The Uniqueness of Services
The Four I’s of Services
The Service Continuum
Classifying Services
Marketing Matters: Social Marketing Is a Must for Nonprofits
How Consumers Purchase Services
The Purchase Process
Assessing Service Quality
Customer Contact and Relationship Marketing
Marketing Matters: Managing Service Failures: The Importance of Monitoring and Guarantees
Managing the Marketing of Services
Product (Service)
Price
Place (Distribution)
Promotion
People
Physical Environment
Process
Applying Marketing Metrics: Are JetBlue’s Flights Profitably Loaded?
Services in the Future
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 12: Minnesota Lynx: Building a Team Brand and Being a Vehicle for Change!
13 BUILDING THE PRICE FOUNDATION
VIZIO, Inc.—Building a Smart TV Brand at a Great Value
Nature and Importance of Price
What Is a Price?
Price Is What a Consumer Pays, Value Is What a Consumer Receives
Marketing Matters: Does Spirit Airlines Engage in Value Pricing? For Some Yes, for Others No
Price in the Marketing Mix
Step 1: Identify Pricing Objectives and Constraints
Identifying Pricing Objectives
Identifying Pricing Constraints
Step 2: Estimate Demand and Revenue
Estimating Demand
Price Elasticity of Demand
Fundamentals of Estimating Revenue
Marketing Matters: Using Big Data to Curb Smoking: Uncovering the Price Elasticity of Demand for Cigarettes
Step 3: Determine Cost, Volume, and Profit Relationships
The Importance of Costs and Margins
Break-Even Analysis
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 13: Washburn Guitars: Using Break-Even Points to Make Pricing Decisions
14 ARRIVING AT THE FINAL PRICE
E-Books and E-Conomics: A Twisted Tale of Pricing for Profit
Setting the Stage with e-Readers: Amazon’s Kindle
Printed Book Pricing Practices
Enter e-Books
Pricing e-Books . . . Profitably
Step 4: Select an Approximate Price Level
Demand-Oriented Pricing Approaches
Marketing Matters: Energizer’s Lesson in Price Perception—Value Lies in the Eye of the Beholder
Cost-Oriented Pricing Approaches
Profit-Oriented Pricing Approaches
Competition-Oriented Pricing Approaches
Applying Marketing Metrics: Are Red Bull Prices Above, At, or Below the Market?
Step 5: Set the List or Quoted Price
Choose a Price Policy
Making Responsible Decisions: The Ethics and Economics of Surge Pricing
Consider Company, Customer, and Competitive Effects on Pricing
Balance Incremental Costs and Revenues
Step 6: Make Special Adjustments to the List or Quoted Price
Discounts
Allowances
Geographical Adjustments
Marketing Matters: Everyday Low Prices at the Supermarket = Everyday Low Profits—Creating Customer Value at a Cost
Legal and Regulatory Aspects of Pricing
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 14: Carmex (B): Setting the Price of the Number One Lip Balm
Appendix B Financial Aspects of Marketing
15 MANAGING MARKETING CHANNELS AND SUPPLY CHAINS
Eddie Bauer: The “Brick, Click, and Flip” Pick for the Active Outdoor Enthusiast
Eddie Bauer’s Multichannel Marketing Strategy
Supply Chain Dynamics at Eddie Bauer
Nature and Importance of Marketing Channels
What Is a Marketing Channel of Distribution?
How Customer Value Is Created by Intermediaries
Marketing Channel Structure and Organization
Marketing Channels for Consumer Products and Services
Marketing Channels for Business Products and Services
Digital Marketing Channels
Direct to Consumer and Multichannel Marketing
Dual Distribution and Strategic Channel Alliances
Marketing Matters: Nestl. and General Mills—Cereal Partners Worldwide
Vertical Marketing Systems
Marketing Channel Choice and Management
Factors Affecting Channel Choice and Management
Managing Channel Relationships: Conflict and Cooperation
Applying Marketing Metrics: Channel Sales and Profit at Charlesburg Furniture
Logistics and Supply Chain Management
Supply Chains versus Marketing Channels
Sourcing, Assembling, and Delivering a New Car: The Automotive Supply Chain
Supply Chain Management and Marketing Strategy
Marketing Matters: IBM’s Watson Supply Chain—Delivering a Total Solution for Its Customers
Two Concepts of Logistics Management in a Supply Chain
Total Logistics Cost Concept
Customer Service Concept
Closing the Loop in the Circular Economy: Reverse Logistics
Making Responsible Decisions: Reverse Logistics and Green Marketing Go Together at Hewlett-Packard: Recycling e-Waste
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 15: Amazon: Delivering the Earth’s Biggest Selection!
16 RETAILING AND WHOLESALING
Malls Are Reinventing Themselves, for You!
The Value of Retailing
Consumer Utilities Offered by Retailing
The Global Economic Impact of Retailing
Classifying Retail Outlets
Making Responsible Decisions: Retailers Are Getting Serious about Sustainability!
Form of Ownership
Level of Service
Type of Merchandise Line
Nonstore Retailing
Automatic Vending
Direct Mail and Catalogs
Television Home Shopping
Online Retailing
Telemarketing
Direct Selling
Formulating a Retail Strategy
Positioning in a Retail Setting
Retailing Mix
Applying Marketing Metrics: Why Apple Stores May Be the Best in the United States!
The Evolution of Retailing
The Wheel of Retailing
The Retail Life Cycle
Current Trends in Retailing
Safety and Convenience
Marketing Matters: The Multichannel Marketing Multiplier
Multichannel Retailing
Data Analytics
Wholesaling Functions and Firms
Merchant Wholesalers
Agents and Brokers
Manufacturers’ Branches and Offices
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 16: Mall of America®: America’s Biggest Mall Knows the Secret to Successful Retailing!
17 IMPLEMENTING INTERACTIVE AND MULTICHANNEL MARKETING
Seven Cycles Delivers Just One Bike. Yours.
Creating Customer Value, Relationships, and Experiences in a Digital Environment
Marketing Challenges in Two Environments
Creating Customer Value in a Digital Environment
Interactivity and Individuality Create Customer Relationships
Creating a Compelling Online Customer Experience
Applying Marketing Metrics: Sizing Up Site Stickiness at Sewell Automotive Companies
Online Consumer Behavior and Marketing Opportunities and Practices
Who Is the Online Consumer?
What Consumers Buy Online
Why Consumers Shop and Buy Online
Making Responsible Decisions: Who Is Responsible for Internet Privacy and Security?
When and Where Consumers Shop and Buy Online
How Consumers Shop and Buy Online
Cross-Channel Consumers and Multichannel Marketing
Who Is the Cross-Channel Consumer?
Implementing Multichannel Marketing
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 17: Poshmark: Succeeding at Social Commerce
18 INTEGRATED MARKETING COMMUNICATIONS AND DIRECT MARKETING
Taco Bell Has the World’s Biggest Billboard: The Taco Moon!
The Communication Process
Encoding and Decoding
Feedback
Noise
The Promotional Elements
Advertising
Personal Selling
Public Relations
Sales Promotion
Direct Marketing
Integrated Marketing Communications—Developing the Promotional Mix
The Target Audience
Marketing Matters: Marketers Want to Go to College, and on Spring Break, with You!
The Product Life Cycle
Product Characteristics
Stages of the Consumer Journey
Channel Strategies
Developing an Integrated Marketing Communications Program
Identifying the Target Audience
Specifying Promotion Objectives
Setting the Promotion Budget
Applying Marketing Metrics: How Much Should You Spend on IMC?
Selecting the Right Promotional Tools
Designing the Promotion
Scheduling the Promotion
Executing and Assessing the Promotion Program
Direct Marketing
The Growth of Direct Marketing
The Value of Direct Marketing
Technological, Global, and Ethical Issues in Direct Marketing
Making Responsible Decisions: What Is the Future of Your Privacy?
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 18: Chipotle Mexican Grill: Where IMC Helps Deliver Food “For Real”!
19 ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS
Advertisers Prepare for a Cookieless Future and “Smart Audiences”!
Types of Advertisements
Product Advertisements
Institutional Advertisements
Developing the Advertising Program
Identifying the Target Audience
Specifying Advertising Objectives
Setting the Advertising Budget
Marketing Insights About Me: Are You an Expert at Picking the Best Super Bowl Ads?
Designing the Advertisement
Selecting the Right Media
Applying Marketing Metrics: What Is the Best Way to Reach 1,000 Customers?
Different Media Alternatives
Making Responsible Decisions: Who Is Responsible for Preventing Click Fraud?
Scheduling the Advertising
Executing the Advertising Program
Pretesting the Advertising
Carrying Out the Advertising Program
Assessing the Advertising Program
Posttesting the Advertising
Making Needed Changes
Sales Promotion
Consumer-Oriented Sales Promotions
Trade-Oriented Sales Promotions
Public Relations
Publicity Tools
Increasing the Value of Promotion
Building Long-Term Relationships
Self-Regulation
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 19: Fallon Worldwide: Creating a Competitive Advantage with Creativity
20 USING SOCIAL MEDIA AND MOBILE MARKETING TO CONNECT WITH CONSUMERS
Consumers Are Social, Mobile, and Connected—In Their Cars!
Understanding Social Media
Defining Social Media
Classifying Social Media
Social Networks, Social Media, Influencer Marketing, and Social Shopping
Social Media and Influencer Marketing
Social Media and Social Shopping
A Look at Six Prominent Social Media
Facebook
Instagram
Twitter
YouTube
Marketing Matters: Vloggers Are the New Power Players, Worldwide!
Pinterest
LinkedIn
Social Media and User Privacy
Social Media Marketing Programs and Customer Engagement
Applying Marketing Metrics: Measuring Your Customer Engagement Rate on Social Media
Selecting Social Media
Selecting Social Media Content
Measuring the Results of Social Media Marketing Programs
Carmex Goes Viral with Luck and a LeBron James Bear Hug
The Future: Convergence and Mobility
The Convergence of Real and Digital Worlds
Mobile Marketing: Tightening Links to Marketing Actions
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 20: Body Glove: Helping Consumers Do What They Love!
21 PERSONAL SELLING AND SALES MANAGEMENT
Meet Today’s Sales Professional
Scope and Significance of Personal Selling and Sales Management
Nature of Personal Selling and Sales Management
Selling Happens Almost Everywhere
Personal Selling in Marketing and Entrepreneurship
Creating Customer Solutions and Value through Salespeople: Relationship Selling
Marketing Matters: Science and Selling: Is Customer Value Creation in Your Genes?
The Many Forms of Personal Selling
Order-Taking Salespeople
Order-Getting Salespeople
Customer Sales Support Personnel
Marketing Matters: Creating and Sustaining Customer Value through Cross-Functional Team Selling
The Personal Selling Process: Building Relationships
Prospecting: Identifying and Qualifying Prospective Customers
Preapproach: Preparing for the Sales Call
Approach: Making the First Impression
Presentation: Tailoring a Solution for a Customer’s Needs
Marketing Matters: Imagine This . . . Putting the Customer into Customer Solutions!
Close: Asking for the Customer’s Order or Business
Follow-Up: Solidifying the Relationship
The Sales Management Process
Sales Plan Formulation: Setting Direction
Making Responsible Decisions: The Ethics of Asking Customers about Competitors
Sales Plan Implementation: Putting the Plan into Action
Marketing Insights About Me: What Is Your Emotional Intelligence? You Might Be Surprised.
Salesforce Evaluation: Measuring Results
Customer Relationship Management Systems and Technology
Applying Marketing Metrics: Tracking Salesperson Performance at Moore Chemical & Sanitation Supply, Inc.
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 21: Cascade Maverik: Creating an Amazing Success Story with Exceptional Salespeople
22 PULLING IT ALL TOGETHER: THE STRATEGIC MARKETING PROCESS
Strategic Marketing Helps General Mills “Accelerate” to Success!
Planning for Even More Change
Creative Initiatives at General Mills
Marketing Basics: Doing What Works and Allocating Resources
Finding and Using What Really Works
Allocating Marketing Resources Using Sales Response Functions
The Planning Phase of the Strategic Marketing Process
The Use of Marketing Metrics in Marketing Planning
The Time Horizon of Marketing Plans
Competing Planning Perspectives for Pursuing Growth and Profit
Some Marketing Planning and Strategy Lessons
The Implementation Phase of the Strategic Marketing Process
Is Planning or Implementation the Problem?
Increasing Emphasis on Marketing Implementation
Improving Implementation of Marketing Programs
Organizing for Marketing
The Evaluation Phase of the Strategic Marketing Process
The Marketing Evaluation Process
Marketing ROI, Metrics, and Dashboards
Evaluation Using Marketing Metrics and Marketing Dashboards at General Mills
Learning Objectives Review
Learning Review Answers
Focusing on Key Terms
Applying Marketing Knowledge
Building Your Marketing Plan
Video Case 22: Ford Motor Company: Applying the Strategic Marketing Process to Build a Better World
Part 5 Appendices
Appendix C Planning a Career in Marketing
Glossary
Name Index
Company/Product Index
Subject Index