Efnisyfirlit

• Title Page
• Copyright
• Dedication
• Brief Contents
• Contents
• Preface
• About the Authors
• Part 1: Understand the Value Proposition
  • Chapter 1. Welcome to the World of Marketing: Create and Deliver Value
    • Real People, Real Choices: Suzanne McFadden
    • Marketing: What Is It?
      • "Marketing Is the Activity, Set of Institutions, and Processes ..."
      • "... for Creating, Communicating, Delivering, and Exchanging ...": The Marketing Mix
      • "... Offerings ...": What Can We Market?
      • "... Value for Customers ..."
    • When Did Marketing Begin? The Evolution of a Concept
      • The Production Era
      • The Sales Era
      • The Relationship Era
      • The Triple-Bottom-Line Era
      • What’s Next in the Evolution of Marketing?
    • The Value of Marketing and the Marketing of Value
      • Value from the Customer’s Perspective
      • Value from the Seller’s Perspective
      • Value from Society’s Perspective
    • Marketing as a Process
      • Disruptive Marketing
    • Brand You: A Framework for Managing Your Career
      • Starting the Brand You Process
      • Applying Marketing Concepts to Brand You
    • Objective Summaries and Key Terms
    • Chapter Questions and Activities
    • Marketing in Action Case: Real Choices at StockX
  • Chapter 2. Global, Ethical, and Sustainable Marketing
    • Real People, Real Choices: Tom Szaky
    • Take a Bow: Marketing on the Global Stage
      • World Trade
      • Should We Go Global?
    • Understand International, Regional, and Country Global Trade Controls
      • Initiatives in International Cooperation and Regulation
    • Analyze the External Marketing Environment
      • The Economic Environment
      • The Technological Environment
      • The Political and Legal Environment
      • The Sociocultural Environment
      • Disruption in the Global Marketplace
    • How “Global” Should a Global Marketing Strategy Be?
      • Company-Level Decisions: The Market Entry Strategy
      • Marketing Mix Strategies: To “P” or Not to “P?”
    • Ethics Is Job One in Marketing Planning
      • Ethical Philosophies
      • Codes of Business Ethics
      • Is Marketing Unethical?
      • When Is a Bribe Not a Bribe? Ethical Issues for Global Business
    • Sustainability: Marketers Do Well by Doing Good
      • Sustainability Is a Sensible Business Decision
      • Developing a Sustainable Marketing Mix
      • Sustainable Customer Behavior
    • Brand You: Finding the Right Fit
      • Organizational Culture
      • Differences among Industries
      • Landing a Job Overseas
    • Objective Summaries and Key Terms
    • Chapter Questions and Activities
    • Marketing in Action Case: Real Choices at Walmart
  • Chapter 3. Strategic Market Planning
    • Real People, Real Choices: Robert "Navy Bob" Roncska
    • Business Planning: Compose the Big Picture
      • The Three Levels of Business Planning
    • Strategic Planning: Frame the Picture
      • Step 1: Define the Mission, Vision, and Values
      • Step 2: Evaluate the Internal and External Environment
      • Step 3: Set Organizational or SBU Objectives
      • Step 4: Establish the Business Portfolio
      • Step 5: Develop Growth Strategies
    • Market Planning: Develop and Execute Marketing Strategy
      • Step 1: Perform a Situation Analysis
      • Step 2: Set Marketing Objectives
      • Step 3: Develop Marketing Strategies: Target Markets and the Marketing Mix
      • Step 4: Implement and Control the Marketing Plan
      • Action Plans
      • Operational Planning: Day-to-Day Execution of Marketing Plans
      • Agile Marketing and the Strategic Market Planning Process
      • Digital Disruption and Strategic Market Planning
      • Make Your Life Easier! Use the Market Planning Template
    • Brand You: Planning Your Career
      • Your Personal Strategic Plan
      • From Strategic Planning to Success
    • Objective Summaries and Key Terms
    • Chapter Questions and Activities
    • Marketing in Action Case: Real Choices at P&G
    • Chapter 3 Supplement: Build a Marketing Plan
• Part 2: Determine the Value Propositions Different Customers Want
  • Chapter 4. Market Research
    • Real People, Real Choices: Cindy Bean
    • Knowledge Is Power
      • Disruption and Market Research
      • The Marketing Information System
    • Evidence-Based Decision Making in Marketing
    • Steps in the Market Research Process
      • Step 1: Define the Research Problem
      • Step 2: Determine the Research Design
      • Step 3: Choose the Method to Collect Primary Data
      • Step 4: Design the Sample
      • Step 5: Collect the Data
      • Step 6: Analyze and Interpret the Data
      • Step 7: Prepare the Research Report
    • Brand You: Career and Internship Information and Research
      • Good Research Strategies
      • How to Begin and End Your Search
      • Gathering Information Online and Offline
    • Objective Summaries and Key Terms
    • Chapter Questions and Activities
    • Marketing in Action Case: Real Choices at LEGO
  • Chapter 5. Marketing Analytics: Welcome to the Era of Data-Driven Insights!
    • Real People, Real Choices: Josh Barbieri
    • Customer Relationship Management (CRM): A Key Decision Tool for Marketers
      • Why Is CRM So Effective?
      • Measuring Marketing Success
    • Big Data: Zettabytes Rule
      • Big Data Creation, Sources, and Usage
      • Data Mining
      • Primary Data Types for Data Mining
      • Data Mining: Applications for Marketers
      • Data Scientists: Transforming Big Data into Winning Information
      • Augmented Intelligence: Enhancing Consumer Experiences with Big Data
      • Reality Check for Marketers: Ethical Considerations in Using Big Data
    • A Primer on Analytics
      • Connect Digital Marketing Channels to Marketing Analytics
      • Connect with Consumers across Digital Marketing Channels
      • Marketing Accountability within Digital Marketing Channels: A Specialty Headphones Example
      • Marketing Accountability within Nondigital Marketing Channels
      • Predictive Analytics
    • Brand You: Creating, Organizing, and Mining Your Personal Career Big Data—For the Lifetime of Your
      • Customer Acquisition
      • Customer Retention
    • Objective Summaries and Key Terms
    • Chapter Questions and Activities
    • Marketing in Action Case: Real Choices at Spotify
    • Chapter 5 Supplement: CRM Metrics and Key Performance Indicators (KPIs)
  • Chapter 6. Understand Consumer and Business Markets
    • Real People, Real Choices: Dondeena Bradley
    • The Consumer Decision-Making Process
      • Not All Decisions Are the Same
      • Step 1: Problem Recognition
      • Step 2: Information Search
      • Step 3: Evaluation of Alternatives
      • Step 4: Product Choice
      • Step 5: Postpurchase Evaluation
      • The Hive Mind: Consumer Decision Making in the Digital Age
      • Changes in Consumer Decision Making: Welcome to AI
    • Internal Influences on Consumers’ Decisions
      • Perception
      • Motivation
      • Learning
      • Attitudes
      • Personality and the Self: Are You What You Buy?
      • Age
      • Lifestyle
    • Situational and Social Influences on Consumers’ Decisions
      • Situational Influences
      • Social Influences on Consumers’ Decisions
      • Values (Again)
    • Business Markets: Buying and Selling When the Customer Is Another Organization
      • Types of Business-to-Business Customers
      • Factors That Make a Difference in Business Markets
      • B2B Demand
    • Business Purchase Situations and the Business Buying Decision Process
      • The Buyclass Framework
      • Professional Buyers and Buying Centers
      • The Business Purchase Decision Process
      • B2B E-Commerce and Social Media
    • Brand You: Why Employers Buy
      • Step 1: Understand the Employer’s Decision Process
      • Step 2: Understand the Process of Creating Brand You
    • Objective Summaries and Key Terms
    • Chapter Questions and Activities
    • Marketing in Action Case: Real Choices at Anheuser-Busch InBev
  • Chapter 7. Segmentation, Target Marketing, and Positioning
    • Real People, Real Choices: Jen Sey
    • Target Marketing: Select and Enter a Market
    • Step 1: Segmentation
      • Segment Consumer Markets
      • Demographic Segmentation: By Age
      • Segment B2B Markets
      • Disruption in Segmentation: When Everybody’s a Segment of One
    • Step 2: Targeting
      • Phases of Targeting
    • Step 3: Positioning
      • Steps in Positioning
      • Perceptual Maps
    • Brand You: Sharpening Your Focus with Target Marketing
      • Target Marketing
      • Bringing Your Personal Brand to Life
    • Objective Summaries and Key Terms
    • Chapter Questions and Activities
    • Marketing in Action Case: Real Choices at ThirdLove
• Part 3: Develop the Value Proposition for the Customer
  • Chapter 8. Product I: Innovation and New Product Development
    • Real People, Real Choices: Sheryl Adkins-Green
    • Build A Better Mousetrap—and Add Value
      • Layers of the Product Concept
    • How Marketers Classify Products
      • How Long Do Products Last?
      • How Do Consumers Buy Products?
      • How Do Businesses Buy Products?
    • Disruption in Marketing: Innovation and Design Thinking Now Drive Product Success
      • Types of Innovations
    • New Product Development
      • Phase 1: Ideation (or Idea Generation)
      • Phase 2: Product Concept Development and Screening
      • Phase 3: Marketing Strategy Development
      • Phase 4: Business Analysis
      • Phase 5: Technical Development
      • Phase 6: Market Test
      • Phase 7: Commercialization
    • Adoption and Diffusion of New Products
      • Stages in Consumers’ Adoption of a New Product
      • Adopter Categories
      • Product Factors That Affect the Rate of Adoption
    • Brand You: Creating Your Value Proposition
      • Add to Your Product Layers
    • Objective Summaries and Key Terms
    • Chapter Questions and Activities
    • Marketing in Action Case: Real Choices at Nature On Tap
  • Chapter 9. Product II: Product Strategy, Branding, and Product Management
    • Real People, Real Choices: Aaron Keller
    • Product Planning: Develop Product Objectives and Product Strategy
      • Getting Product Objectives Right
      • Objectives and Strategies for Individual Products
      • Objectives and Strategies for Multiple Products
      • Product Mix Strategies
      • Quality as a Product Objective: TQM and Beyond
    • Marketing Throughout the Product Life Cycle
      • Introduction Stage
      • Growth Stage
      • Maturity Stage
      • Decline Stage
    • Branding and Packaging: Create Product Identity
      • What’s in a Name (or a Symbol)?
      • Why Brands Matter
      • Branding Strategies
      • Disruption in Branding: Toward Social Justice and Marketing’s Responses
      • Packages and Labels: Branding’s Little Helpers
    • Organize for Effective Product Management
      • Manage Existing Products
      • Organize for New Product Development
    • Brand You: Managing the Product—You
      • Your Value Proposition—The Key to Success
      • Launch Your Career with Marketable Skills
      • Manage Your Career by Remaining Employable
      • Communicate Your Value
      • Going Up!
    • Objective Summaries and Key Terms
    • Chapter Questions and Activities
    • Marketing in Action Case: Real Choices at Helen of Troy
  • Chapter 10. Price: What Is the Value Proposition Worth?
    • Real People, Real Choices: Imad Khalidi
    • “Yes, but What Does It Cost?”
      • What Is Price?
      • Step 1: Develop Pricing Objectives
    • Costs, Demand, Revenue, and the Pricing Environment
      • Step 2: Estimate Demand
      • Step 3: Determine Costs
      • Step 4: Examine the Pricing Environment
    • Identify Strategies and Tactics to Price the Product
      • Step 5: Choose a Pricing Strategy
      • Step 6: Develop Pricing Tactics
    • Pricing and Innovations in Payment for E-Commerce
      • Pricing Advantages for Online Shoppers
      • Dynamic Pricing Strategies
      • Online Auctions
      • Freemium Pricing Strategies
      • Internet Price Discrimination
      • Innovations in Payment Systems
      • Disruption on the Consumer Side of the Exchange
    • Psychological, Legal, and Ethical Aspects of Pricing
      • Psychological Issues in Setting Prices
      • Psychological Pricing Strategies
      • Legal and Ethical Considerations in B2C and C2C Pricing
      • Legal Issues in B2B Pricing
      • Price-Fixing
      • Predatory Pricing
    • Brand You: How Much Are You Worth?
      • Step 1: Realistic Expectations
      • Step 2: Know What You’re Worth
      • Step 3: Know How Much You Need
      • Salary Question Dos and Don’ts
    • Objective Summaries and Key Terms
    • Chapter Questions and Activities
    • Marketing in Action Case: Real Choices at United Airlines
    • Chapter 10 Supplement: Marketing Math
• Part 4: Deliver and Communicate the Value Proposition
  • Chapter 11. Deliver the Goods: Determine the Distribution Strategy
    • Real People, Real Choices: Michael Ford
    • Types of Distribution Channels and Wholesale Intermediaries
      • Functions of Distribution Channels
      • The Evolution of Distribution Functions
      • Types of Distribution Channels
      • Distribution Channels and the Marketing Mix
      • Ethics in the Distribution Channel
    • Develop a Channel Strategy
      • Step 1: Develop Distribution Objectives
      • Step 2: Evaluate Internal and External Environmental Influences
      • Step 3: Choose a Distribution Strategy
      • Step 4: Develop Distribution Tactics
    • Logistics and the Supply Chain
      • The Lowdown on Logistics
      • Place: Pulling It All Together through the Supply Chain
      • Disruption in Logistics and Supply Chain
    • Brand You: Delivering Your Value Proposition
      • Step 1: Study the Company
      • Step 2: Prepare Good Questions and Good Answers
      • Step 3: Close the Interview
      • Step 4: Follow Up
      • How to Dress and What to Bring
    • Objective Summaries and Key Terms
    • Chapter Questions and Activities
    • Marketing in Action Case: Real Choices at Rent the Runway
  • Chapter 12. Deliver the Customer Experience
    • Real People, Real Choices: Paula Hopkins
    • The Customer Experience Is Everything!
      • Customer Journey Mapping
    • Retailing, 21St-Century Style
      • Retailing: A Mixed (Shopping) Bag
      • The Evolution of Retailing
    • Types of Retailers
      • Classifying Retailers by What They Sell
      • Classifying Retailers by Level of Service
      • Major Brick-and-Mortar Retailing Formats
    • B2C E-Commerce and Other Types of Nonstore Retailers
      • B2C E-Commerce
      • Benefits of B2C E-Commerce
      • Limitations of B2C E-Commerce
    • The Evolution Continues: What’s “In Store” for the Future?
      • Economic Evolution
      • Customer Evolution
      • Technological Evolution
    • Ethical Problems in Retailing
      • Dishonest Behaviors
      • Ethical Treatment of Customers
      • Other Ethical Issues in B2C and C2C Retailing
      • Fair Trade: Retailing and Global Social Responsibility
    • Selling What Isn’t There: Services and Other Intangibles
      • Marketing Services
      • The Service Encounter
      • How We Provide Quality Service
      • Marketing People, Places, and Ideas
      • The Future of Services
      • Disruption in Retail
    • Brand You: Evaluating and Finalizing Your Offer
      • Salary Discussions
      • Evaluating the Offer
      • But Is It the Right Offer for YOU?
      • Negotiating an Offer
      • Accepting the Offer
    • Objective Summaries and Key Terms
    • Chapter Questions and Activities
    • Marketing in Action Case: Real Choices at Lululemon Athletica
  • Chapter 13. Promotion I: Planning and Advertising
    • Real People, Real Choices: Sara Bamossy
    • Communication Models in a Digital World That Is “Always On”
      • The Communication Process
      • Updated Web 2.0 Communication
      • The Promotion Mix
      • Mass Communication: The One-to-Many Model
      • Personal Communication: The One-to-One Model
    • An Overview of Promotion Planning
      • Step 1: Identify the Target Audience(s)
      • Step 2: Establish the Communication Objectives
      • Step 3: Determine and Allocate the Marketing Communication Budget
      • Step 4: Design the Promotion Mix
      • Step 5: Evaluate the Effectiveness of the Communication Program
      • Multichannel Promotion Strategies
    • Advertising
      • Types of Advertising Based on Marketing Goals
      • Who Creates Advertising?
      • User-Generated Advertising Content
      • Ethical Issues in Advertising
      • Develop the Advertising Campaign
      • Where to Say It: Traditional Mass Media
      • Comparing Traditional Media Vehicles
      • Where to Say It: Branded Entertainment
      • Where to Say It: Support Media
      • Where to Say It: Digital Media
      • Ethical Issues in Digital Media Advertising
      • When and How Often to Say It: Media Scheduling
      • Disruption in Advertising
    • Direct Marketing
      • Mail Order
      • Direct Mail
      • Telemarketing
      • Direct-Response Advertising
      • M-Commerce
    • Brand You: Developing a Personal Marketing Communication Plan
      • Step 1: Your Job Search: What “Media” to Use
      • Step 2: Advertising: Developing Your Marketing Communication Messages
    • Objective Summaries and Key Terms
    • Chapter Questions and Activities
    • Marketing in Action Case: Real Choices at Nestlé
  • Chapter 14. Promotion II: Social Media Platforms and Other Promotion Elements
    • Real People, Real Choices: Andrew Mitchell
    • Social Media Marketing
      • Social Media
      • Social Networks
      • Location-Based Social Networks and Mobile Apps
      • The Internet of Things
      • Disruption in Storytelling
    • Sales Promotion
      • Sales Promotion Directed toward Consumers
      • Trade Sales Promotion: Targeting the B2B Customer
    • Personal Selling: Adding the Personal Touch to the Promotion Mix
      • The Role of Personal Selling in the Marketing Mix
      • Technology and Personal Selling
      • Future Trends in Professional Selling
      • Types of Sales Jobs
      • Two Approaches to Personal Selling
      • The Creative Selling Process
    • Public Relations
      • Plan a PR Campaign
      • PR Tactics
      • Buzz Marketing
      • Evaluation of a PR Campaign
    • Brand You: How Networking Can Help You Achieve Your Career Goals
      • Networking—How It Works
      • Where to Start Networking
      • How LinkedIn Can Help You Build Your Network
      • Other Ways to Enhance Networking
    • Objective Summaries and Key Terms
    • Chapter Questions and Activities
    • Marketing in Action Case: Real Choices at Brud
• Appendix Marketing Plan: The S&S Smoothie Company
• Glossary
• Name Index
• Subject Index

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