Verfügbarkeit: Introduction to marketing

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Titel:	Introduction to marketing
Von:	Carl McDaniel ; Charles W. Lamb ; Joseph F. Hair
Person:	McDaniel, Carl D. 1941- Verfasser aut Lamb, Charles W. Hair, Joseph F. 1944-
Hauptverfassende:	McDaniel, Carl D. 1941- (VerfasserIn), Lamb, Charles W. 1944- (VerfasserIn), Hair, Joseph F. 1944- (VerfasserIn)
Format:	Buch
Sprache:	Englisch
Veröffentlicht:	Mason, Ohio Thomson South-Western 2006
Ausgabe:	8. ed., internat. student ed.
Schlagworte:	Marketing Marketing > Management
Online-Zugang:	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014584340&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Beschreibung:	XXV, 736 S. Ill., graph. Darst.
ISBN:	0324323808

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Datensatz im Suchindex

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adam_text	PART1 The World of Marketing 1 1 An Overview of Marketing 4 2 Strategic Planning for Competitive Advantage 36 3 Social Responsibility, Ethics, and the Marketing Environment 68 4 Developing a Global Vision 106 PART 2 Analyzing Market Opportunities 147 5 Consumer Decision Making 150 6 Business Marketing 194 7 Segmenting and Targeting Markets 222 8 Decision Support Systems and Marketing Research 260 PART 3 Product Decisions 303 9 Product Concepts 306 10 Developing and Managing Products 332 11 Services and Nonprofit Organization Marketing 360 PART 4 Distribution Decisions 389 12 Marketing Channels and Supply Chain Management 392 13 Retailing 434 PART 5 Promotion Decisions 475 14 Integrated Marketing Communications 478 15 Advertising and Public Relations 508 16 Sales Promotion and Personal Selling 542 PART 6 Pricing Decisions 581 17 Pricing Concepts 584 18 Setting the Right Price 618 PART 7 Technology Driven Marketing 653 19 Internet Marketing 656 20 Customer Relationship Management 658 Glossary 691 Endnotes 702 Index 718 ¦ PART1 The World of Marketing 1 Cross Functional Connections: Creating Customer Value Through Effective Cross functional Interactions 2 1 An Overview of Marketing 4 What Is Marketing? 6 The Concept of Exchange 6 Marketing Management Philosophies 7 Production Orientation 7 Saks Orientation 7 Market Orientation 8 Societal Marketing Orientation 9 Differences Between Sales and Marketing Orientations 9 The Organization s Focus 10 Customer Value 11 Cus¬ tomer Satisfaction 12 Building Relationships 12 The Firm s Business 14 Those to Whom the Product Is Di¬ rected 15 The Firm s Primary Goal 16 Tools the Or¬ ganization Uses to Achieve Its Goals 17 A Word of Cau¬ tion 17 Why Study Marketing? 17 Marketing Plays an Important Role in Society 17 Marketing Is Important to Business 18 Marketing Offers Outstanding Career Opportunities 18 Marketing Affects Your Life Every Day 18 Looking Ahead 19 Looking Back 20 Use It Now 20 Review and Applications 20 Terms 21 Exercises 22 Entrepreneurship Case: A Noodefor a New Generation 23 Watch It 24 Careers in Marketing Appendix 27 2 Strategic Planning for Competitive Advantage 36 The Nature of Strategic Planning 38 What Is a Marketing Plan? 39 Why Write a Marketing Plan? 39 Marketing Plan Elements 39 Writing the Marketing Plan 40 Defining the Business Mission 41 Setting Marketing Plan Objectives 42 Conducting a Situation Analysis 43 Competitive Advantage 44 Cost Competitive Advantages 44 Product/Service Differentiation Competitive Advantage 45 Niche Competitive Advantage 46 Building Sustainable Competitive Advantage 46 Strategic Directions 47 Strategic Alternatives 48 Selecting a Strategic Alternative 49 Describing the Target Market 50 Target Market Strategy 50 The Marketing Mix 51 Product Strategies 52 Place (Distribution) Strategies 52 Promotion Strategies 52 Pricing Strategies 53 Following Up on the Marketing Plan 53 Implementation 53 Evaluation and Control 54 Effective Strategic Planning 55 Looking Back 55 Use It Now 56 Review and Applications 56 Terms 59 Exercises 60 Entrepreneurship Case: Cirque du Soleil, The Fire Within 61 Watch It 62 Marketing Plan Appendix 64 3 Social Responsibility, Ethics, and the Marketing Environment 68 Corporate Social Responsibility 70 Ethical Behavior in Business 71 Morality and Business Ethics 72 Ethical Decision Making 73 Ethical Guidelines 73 The External Marketing Environment 75 Understanding the External Environment 76 Environmental Management 76 Social Factors 77 American Values 77 The Growth of Component Lifestyles 78 The Changing Role of Families and Working Women 79 Demographic Factors 80 ¦ Generation Y 80 Generation X 81 Baby Boomers: America s Mass Market 82 Older Consumers: Not Just Grandparent 82 Americans on the Move 83 Growing Ethnic Markets 83 Marketing to African Americans 84 Marketing to Hispanic Americans 84 Marketing to Asian Americans 85 Ethnic and Cultural Diversity 86 Economic Factors 87 Rising Incomes 87 Purchasing Power 88 Inflation 89 Recession 89 Technological Factors 90 Political and Legal Factors 91 Federal Legislation 91 State Laws 93 Regulatory Agencies 93 Competitive Factors 94 Competition for Market Share and Profits 94 Global Competition 95 The Impact of Terrorism on Business 95 Looking Back 96 Use It Now 97 Review and Applications 97 Terms 100 Exercises 101 Entrepreneurship Case: Rock Star Games: Caught in Their Own Vice 102 Watch It 103 4 Developing a Global Vision 106 Rewards of Global Marketing 108 Importance of Global Marketing to the United States 109 L^ * PART 2 v___^ Analyzing Marketing Opportunities 147 Cross Functional Connections: Information Integration Facilitates Market Knowledge 148 5 Consumer Decision Making 150 The Importance of Understanding Consumer Behavior 152 The Consumer Decision Making Process 152 Need Recognition 152 Information Search 154 Evaluation of Alternatives and Purchase 156 Postpurchase Behavior 157 Types of Consumer Buying Decisions and Consumer Involvement 159 Factors Determining the Level of Consumer Involvement 160 Marketing Implications of Involvement 161 TheFear of Trade and Globalization 109 Benefits of Globalization 110 The Impact of Terrorism on Global Trade 111 Multinational Firms 111 Global Marketing Standardization 113 External Environment Facing Global Marketers 114 Culture 115 Economic and Technological Development 116 Political Structure and Actions 116 Demographic Makeup 121 Natural Resources 122 Global Marketing by the Individual Firm 123 Exporting 123 Licensing 124 Contract Manufacturing 126 Joint Venture 126 Direct Investment 127 The Global Marketing Mix 128 Product and Promotion 128 Place (Distribution) 131 Pricing 133 The Impact of the Internet 135 Looking Back 136 Use It Now 136 Review and Applications 138 Terms 139 Exercises 140 Entrepreneurship Case: MTV: Rocking the World One Nation At a Time 141 Watch It 142 Part 1 Closing 144 Marketing Miscues: Scholastic Stumbles, Even with Market Access 144 Critical Thinking Case: Vivendi Universal Games: Theft of Source Code for Half Life 2 145 Cross Functional Connections Solutions 146 Factors Influencing Consumer Buying Decisions 162 Cultural Influences on Consumer Buying Decisions 163 Culture and Values 163 Understanding Culture Differences 166 Subculture 166 Social Class 168 Social Influences on Consumer Buying Decisions 170 Reference Groups 170 Opinion Leaders 172 Family 173 Individual Influences on Consumer Buying Decisions 175 Gender 176 Age and Family Life Cycle Stage 176 Personality, Self Concept, and Lifestyle 177 Psychological Influences on Consumer Buying Decisions 179 Perception 179 Motivation 182 Learning 183 Beliefs and Attitudes 185 Looking Back 187 Use It Now 188 Review and Applications 188 Terms 190 Exercises 191 Entrepreneurship Case: Bucking the Trend: Is Family the Next Theme Restaurant ? 192 Watch It 193 6 Business Marketing 194 What Is Business Marketing? 196 Business Marketing on the Internet 196 Three Illustrations 197 Potential Unrealized 198 Relationship Marketing and Strategic Alliances 199 Strategic Alliances 200 Relationships in Other Cultures 201 Major Categories of Business Customers 202 Producers 202 Resellers 202 Governments 203 Institutions 204 The North American Industry Classification System 204 Business versus Consumer Markets 206 Demand 206 Purchase Volume 207 Number of Customers 207 Location of Buyers 208 Distribution Structure 208 Nature of Buying 208 Nature of Buying Influence 208 Type of Negotiations 208 Use of Reciprocity 208 Use of Leasing 209 Primary Promotional Method 209 Types of Business Products 209 Major Equipment 209 Accessory Equipment 210 Raw Materials 210 Component Parts 210 Processed Materials 211 Supplies 211 Business Services 211 Business Buying Behavior 212 Buying Centers 212 Evaluative Criteria 213 Buying Situations 214 Business Ethics 215 Customer Service 215 Looking Back 216 Use It Now 216 Review and Applications 216 Terms 218 Exercises 219 Entrepreneurship Case: The Segway Company: Reinventing the Wheel 220 Watch It 220 7 Segmenting and Targeting Markets 222 Market Segmentation 224 The Importance of Market Segmentation 225 Criteria for Successful Segmentation 225 Bases for Segmenting Consumer Markets 226 Geographic Segmentation 226 Demographic Segmentation 227 Psychographic Segmentation 233 Benefit Segmentation 235 Usage Rate Segmentation 236 Bases for Segmenting Business Markets 237 Company Characteristics 237 Buying Processes 237 Customer Relationship 238 Steps in Segmenting a Market 238 Strategies for Selecting Target Markets 239 Undifferentiated Targeting 240 Concentrated Targeting 241 Multisegment Targeting 242 One to One Marketing 243 Forces Influencing One to One Marketing 244 Increasing Diversity 244 More Demanding, Time Poor Consumers 244 Decreasing Brand Loyalty 245 Emergence of New Media Alternatives 245 Demand for Accountability 246 How Have These Trends Influenced One to One Marketing 246 Privacy Concerns with One to One Marketing 247 Positioning 249 Perceptual Mapping 249 Positioning Bases 250 Repositioning 251 Looking Back 252 Use It Now 253 Review and Applications 253 Terms 256 Exercises 256 Entrepreneurship Case: Viva Las Vegas 257 Watch It 258 8 Decision Support Systems and Marketing Research 260 Marketing Decision Support Systems 262 The Role of Marketing Research 263 Management Uses of Marketing Research 263 Steps in a Marketing Research Project 266 Secondary Data 267 The New Age of Secondary Information: The Internet 268 Planning the Research Design and Gathering Primary Data 270 Specifying the Sampling Procedures 277 Collecting the Data 279 Analyzing the Data 279 Preparing and Presenting the Report 281 Following Up 282 The Profound Impact of the Internet on Marketing Research 282 Advantages of Internet Surveys 283 Uses of the Internet by Marketing Researchers 285 Scanner Based Research 289 When Should Marketing Research Be Conducted? 289 Competitive Intelligence 290 Sources of Competitive Intelligence 291 Looking Back 292 \| Use It Now 292 Review and Applications 292 Terms 295 Exercises 295 ¦ PART 3 Product Decisions 303 Cross Functional Connections: Crossing Functional Lines in Speeding Products to Market 304 9 Product Concepts 306 What Is a Product? 308 Types of Consumer Products 308 Convenience Products 308 Shopping Products 309 Specialty Products 310 Unsought Products 310 Product Items, Lines and Mixes 310 Adjustment to Product Items, Lines, and Mixes 312 Branding 314 Benefits of Branding 314 Branding Strategies 316 Trademarks 319 Packaging 320 Packaging Functions 320 Labeling 323 Universal Product Codes 323 , Global Issues in Branding and Packaging 324 Branding 324 Packaging 324 Product Warranties 325 Looking Back 325 Use It Now 326 Review and Applications 326 Terms 328 Exercises 328 Entrepreneurship Case: Finally a Garage Band that Really Rocks 329 Watch It 330 10 Developing and Managing Products 332 The Importance of New Products 334 Categories of New Products 334 The New Product Development Process 335 New Product Strategy 335 Idea Generation 336 Idea Screening 337 Business Analysis 338 Development 339 Test Marketing 340 Commercialization 342 Global Issues in New Product Development 344 The Spread of New Products 346 Entrepreneurship Case: Cool and How to Find It: Look Look 296 Watch It 297 Part 2 Closing 300 Marketing Miscues: Remembering the Alamo May Be Painful for Disney 300 Critical Thinking Case: Tall Magazine Debuts to the Vertically Gifted Crowd 301 Cross Functional Connections Solutions 302 Diffusion of Innovation 346 Product Characteristics and the Rate of Adoption 347 Marketing Implications of the Adoption Process 348 Product Life Cycles 348 Introductory Stage 349 Growth Stage 350 Maturity Stage 350 Decline Stage 351 Implications for Marketing Management 353 Looking Back 353 Use It Now 353 Review and Applications 354 Terms 355 Exercises 355 Entrepreneurship Case: Valvoline: Coming to a Pep Rally Near You 356 Watch It 357 1 Services and Nonprofit Organization Marketing 360 The Importance of Services 362 How Services Differ from Goods 363 Intangibility 363 Inseparability 363 Heterogeneity 364 Perishability 364 Service Quality 364 The Gap Model of Service Quality 365 Marketing Mixes for Services 367 Product (Service) Strategy 367 Place (Distribution) Strategy 369 Promotion Strategy 370 Price Strategy 370 Relationship Marketing in Services 372 Internal Marketing in Service Firms 374 Global Issues in Services Marketing 375 Nonprofit Organization Marketing 375 What Is Nonprofit Organization Marketing? 376 Unique Aspects of Nonprofit Organization Marketing Strategies 376 Looking Back 380 Use It Now 380 Review It 380 Terms 382 Exercises 382 fMBW Distribution Decisions 389 Cross Functional Connections: Cross Functional Collaboration in Managing Distribution 390 12 Marketing Channels and Supply Chain Management 392 Marketing Channels 394 Providing Specialization and Division of Labor 394 Overcoming Discrepancies 394 Providing Contact Efficiency 395 Channel Intermediaries and Their Functions 397 Channel Functions Performed by Intermediaries 398 Channel Structures 399 Channels for Consumer Products 400 Channels for Business and Industrial Products 401 Alternative Channel Arrangements 402 Supply Chain Management 404 Benefits of Supply Chain Management 405 Making Channel Strategy Decisions 406 Factors Affecting Channel Choice 406 Levels of Distribution Intensity 408 Managing Channel Relationships 410 Channel Power, Control, and Leadership 410 Channel Conflict 410 Channel Partnering 412 Managing the Logistical Components of the Supply Chain 412 Sourcing and Procurement 413 Production Scheduling 413 Order Processing 415 Inventory Control 415 Warehousing and Materials Handling 417 Transportation 417 Trends in Supply Chain Management 418 Advanced Computer Technology 418 Outsourcing Logistics Functions 419 Electronic Distribution 420 Channels and Distribution Decisions for Global Markets 420 Developing Global Marketing Channels 420 Global Logistics and Supply Chain Management 422 Channels and Distribution Decisions for Services 423 Looking Back 425 Use It Now 425 Entrepreneurship Case: Cast in the Leading Role: Playbill Shines 383 Watch It 384 Part 3 Closing 386 Marketing Miscues: The Boston Ballet Gets Evicted 386 Critical Thinking Case: Twister Moves The Cool Hip Dance Version of the Classic Game ofTwister 387 Cross Functional Solutions 388 Review and Applications 426 Terms 429 Exercises 429 Entrepreneurship Case: CarsDirect.com: Driving Car Buyers to the Internet 431 Watch It 432 Still Shaky 433 13 Retailing 434 The Role of Retailing 436 Classification of Retail Operations 437 Ownership 437 Level of Service 437 Product Assortment 437 Price 438 Major Types of Retail Operations 438 Department Stores 438 Specialty Stores 439 Supermarkets 439 Drugstores 441 Convenience Stores 441 Discount Stores 441 Restaurants 444 Nonstore Retailing 445 Automatic Vending 445 Direct Retailing 446 Direct Marketing 447 Electronic Retailing 448 Franchising 451 Retail Marketing Strategy 453 Defining a Target Market 453 Choosing the Retailing Mix 454 New Developments in Retailing 463 Interactivity 463 M commerce 463 Looking Back 464 Use It Now 464 Review and Applications 464 Terms 466 Exercises 467 Entrepreneurship Case: Best Buy Gives a Whole New Meaning to Thousands of Possiblities. Get Yours. 468 Part 4 Closing 472 Marketing Miscues: Comic Book Distribution Methods Define (and Shrink) Audience 472 Critical Thinking Case: Hollywood Refuses easy Cinema s Distribution Request 473 Cross functional Solutions 474 Cross Functional Connections: Integrating Marketing Communications for Increased Firm Value 476 14 Integrated Marketing Communications 478 The Role of Promotion in the Marketing Mix 480 The Promotional Mix 481 Advertising 481 Public Relations 481 Sales Promotion 483 Personal Selling 484 Marketing Communication 484 The Communication Process 485 The Communication Process and the Promotional Mix 488 The Goals and Tasks of Promotion 489 Informing 489 Persuading 490 Reminding 490 Promotional Goals and the AIDA Concept 491 AIDA and the Promotional Mix 492 Factors Affecting the Promotional Mix 494 Nature of the Product 494 Stage in the Product Life Cycle 495 Target Market Characteristics 496 Type of Buying Decision 496 Available Funds 496 Push and Pull Strategies 497 Integrated Marketing Communications 498 Looking Back 499 Use It Now 499 Review and Applications 500 Terms 502 Exercises 502 Entrepreneurship Case: Nantucket Nectars: Blending Marketing Methods for a Juicy Success 504 Watch It 505 15 Advertising and Public Relations 508 The Effects of Advertising 510 Advertising and Market Share 510 The Effects of Advertising on Consumers 511 Major Types of Advertising 512 Institutional Advertising 512 Product Advertising 512 Creative Decisions in Advertising 515 Identifying Product Benefits 516 Developing and Evaluating Advertising Appeals 516 Executing the Message 517 Post Campaign Evaluation 520 Media Decisions in Advertising 521 Media Types 522 Media Selection Considerations 526 Media Scheduling 529 Public Relations 530 Major Public Relations Tools 531 Contents Managing Unfavorable Publicity 533 Looking Back 534 Use It Now 535 Review and Applications 535 Terms 537 Exercises 537 Entrepreneurship Case: The Move from TV to TiVo 539 Watch It 540 16 Sales Promotion and Personal Selling 542 Sales Promotion 544 The Objectives of Sales Promotion 544 Tools for Consumer Sales Promotion 545 Coupons and rebates 546 Premiums 547 Loyally Marketing Programs 548 Comtests and Sweepstakes 549 Sampling 549 Point of Purchase Promotion 550 Online Saks Promotion 551 Tools for Trade Sales Promotion 552 Personal Selling 553 Relationship Selling 554 Steps in the Selling Process 556 Generating Leads 557 Qualifying Leads 558 Approaching the Customer and Probing Needs 559 Developing and Proposing Solutions 561 Handling Objections 562 Closing the Sale 563 Following Up 563 Sales Management 564 Defining Saks Goals and the Saks Process 565 Determining the Saks Force Structure 565 Recruiting and Training the Saks Force 566 Compensating and Motivating the Sales Force 567 Evaluating the Saks Force 569 The Impact of Technology on Personal Selling 570 Looking Back 571 Use It Now 571 Review and Applications 571 Terms 574 Exercises 574 Entrepreneurship Case: Varsity Group: The Campus Bookstore Alternative 575 Watch It 576 Part 5 Closing 578 Marketing Miscues: Who s On First? Not Spiderman! 578 Critical Thinking: Addidas Takes Human Billboards to New Heights 579 Cross Functional Solutions 580 Cross Functional Connections: Pricing to Satisfy Both Internal and External Demands 582 17 Pricing Concepts 584 The Importance of Price 586 What Is Price? 586 The Importance of Price to Marketing Managers 586 Pricing Objectives 587 Profit Oriented Pricing Objectives 587 Sales Oriented Pricing Objectives 587 Status Quo Pricing Objectives 590 The Demand Determinant of Price 591 The Nature of Demand 591 Elasticity of Demand 593 The Power of Yield Management Systems 596 The Cost Determinant of Price 597 Markup Pricing 599 Profit Maximization Pricing 600 Break Even Pricing 600 Other Determinants of Price 603 Stages in the Product Life Cycle 603 The Competition 603 Distribution Strategy 604 The Impact of the Internet and Extranets 604 Promotion Strategy 608 Demands of Large Customers 608 The Relationship of Price to Quality 608 Looking Back 610 Use it Now 610 Review and Applications 610 Terms 613 Exercises 613 Entrepreneurship Case: BSP5 PART 7 m^KJP Technology Driven Marketing 653 Cross Functional Connections: The Facilitating Role of Technology 654 19 Internet Marketing 656 Chapter 19 is available online at http://aise. swlearning.com. 20 Customer Relationship Management (CRM) 658 What Is Customer Relationship Management? 660 The Customer Relationship Management Cycle 660 Implementing a Customer Relationship HDnet Aims to Redefine Television 614 Watch It 615 18 Setting the Right Price 618 How to Set a Price on a Product 620 Establish Pricing Goals 620 Estimate Demand, Costs and Profits 620 Choose a Price Strategy 621 The Legality and Ethics of Price Strategy 625 Unfair Trade Practices 625 Price Fixing 625 Price Discrimination 626 Predatory Pricing 626 State Efforts to Drive Down Drug Prices 62 7 Tactics for Fine Tuning the Base Price 628 Discounts, Allowances, Rebates, and Value Pricing 628 Geographic Pricing 631 Other Pricing Tactics 632 Consumer Penalties 637 Product Line Pricing 638 Relationships among Products 638 Joint Costs 638 Pricing during Difficult Economic Times 639 Inflation 639 Recession 641 Looking Back 643 Use it Now 643 Review and Applications 644 Terms 646 Exercises 646 Entrepreneurship Case: Disconnecting Cable Channels from Pricing Bundles 647 Watch It 648 Part 6 Closing 650 Marketing Miscues: Will Knott s Berry Farm Attract Visitors, Start a Price War or Decrease Revenue 650 Critical Thinking Case: Apple Bites into Online Music Sales 651 Cross Functional Solutions 652 Management System 662 Identify Customer Relationships 663 Understand Interactions with the Current Customer Base 665 Capture Customer Data 667 Store and Intergrate Data 668 Indentifying the Best Customers 670 Data Mining 671 Leverage Customer Information 674 Campaign Management 674 Retaining Loyal Customt 675 Cross Selling Other Products and Services 676 Designing Targeted Marketing Communications 676 Reinforcing Customer Purchase Decisions 677 Inducing Product Trial by New Customers 677 Increasing Effectiveness of Distribution Channel Marketing 678 Improving Customer Service 679 Privacy Concerns and CRM 679 Looking Back 681 Use It Now 681 Review and Applications 681 Terms 683 Exercises 684 Entrepreneurship Case: Green Hills Farms: Beating the Big Stores One Customer at a Time 685 Watch It 686 Contents Part 7 Closing 688 Marketing Miscues: Google in a Trademark Struggle Over Its Keyword Ads 688 Critical Thinking Case: Will Tickle, Inc., Lead the New Revolution of Internet Social Networking? 689 Cross Functional Solutions 690 Glossary 691 Endnotes 702 Index 718
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title_full	Introduction to marketing Carl McDaniel ; Charles W. Lamb ; Joseph F. Hair
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title_full_unstemmed	Introduction to marketing Carl McDaniel ; Charles W. Lamb ; Joseph F. Hair
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