Marketing: Real People, Real Choices, eBook, Global Edition

Höfundar: Michael R. Solomon, Greg W. Marshall, Elnora W. Stuart
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Marketing: Real People, Real Choices, eBook, Global Edition

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Rafbók til leigu í 90 daga. Útgáfa: 9

Efnisyfirlit

  • Title Page
  • Copyright Page
  • Brief Contents
  • Contents
  • Preface
  • Part 1 Understand the Value Proposition
    • Chapter 1: Welcome to the World of Marketing: Create and Deliver Value ..........
      • Real People, Real Choices: Here’s my problem . . .
      • Marketing: What Is It?
        • “Marketing Is the Activity, 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 Orientation
        • What’s Next in the Evolution of Marketing?
      • Ripped from the Headlines: Ethical/Sustainable Decisions in the Real World
      • 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
      • Objective Summary • Key Terms • Apply
      • Chapter Questions and Activities
      • Marketing in Action Case: Real Choices at Coca-Cola
    • Chapter 2: Global, Ethical, and Sustainable Marketing ........................
      • Real People, Real Choices: Here’s my problem . . .
      • Take a Bow: Marketing on the Global Stage
        • World Trade
        • Should We Go Global?
        • Consider Your Competitive Advantage
      • Understand International, Regional, and Country Global Trade Controls
        • Initiatives in International Cooperation and Regulation
        • Protected Trade: Quotas, Embargoes, and Tariffs
        • Economic Communities
      • Analyze the External Marketing Environment
        • The Economic Environment
        • The Competitive Environment
        • The Technological Environment
        • The Political and Legal Environment
        • The Sociocultural Environment
      • How “Global” Should a Global Marketing Strategy Be?
        • Company-Level Decisions: The Market Entry Strategy
        • Marketing Mix Strategies
      • 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
      • Ripped from the Headlines: Ethical/Sustainable Decisions in the Real World
        • Sustainable Customer Behavior
      • Objective Summary • Key Terms • Apply
      • Chapter Questions and Activities
      • Marketing in Action Case: Real Choices at Ford
    • Chapter 3: Strategic Market Planning .....................................................
      • Real People, Real Choices: Here’s my problem . . .
      • Business Planning: Compose the Big Picture
        • The Three Levels of Business Planning
      • Strategic Planning: Frame the Picture
        • Step 1: Define the Mission
        • 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
      • Ripped from the Headlines: Ethical/Sustainable Decisions in the Real World
      • 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
        • Make Your Life Easier! Use the Market Planning Template
      • Objective Summary • Key Terms • Apply
      • Chapter Questions and Activities
      • Marketing in Action Case: Real Choices at Amazon
      • Supplement: Build a Marketing Plan
  • Part 2 Determine the Value Propositions Different Customers Want
    • Chapter 4: Market Research .......
      • Real People, Real Choices: Here’s my problem . . .
      • Knowledge Is Power
        • The Marketing Information System
      • Customer Insights and Marketing
      • Steps in the Market Research Process
        • Step 1: Define the Research Problem
        • Step 2: Determine the Research Design
      • Ripped from the Headlines: Ethical/Sustainable Decisions in the Real World
        • 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
      • Objective Summary • Key Terms • Apply
      • Chapter Questions and Activities
      • Marketing in Action Case: Real Choices at GetFeedback
    • Chapter 5: Marketing Analytics: Welcome to the Era of Big Data! ..............
      • Real People, Real Choices: Here’s my problem . . .
      • Customer Relationship Management (CRM): A Key Decision Tool for Marketers
        • Customer-Related Metrics
      • Big Data: Terabytes Rule
        • Big Data Creation, Sources, and Usage
        • Data Mining
        • Primary Data Types For Data Mining
      • Ripped from the Headlines: Ethical/Sustainable Decisions in the Real World
        • Data Mining: Applications for Marketers
        • Data Scientists: Transforming Big Data into Winning Information
      • Marketing Analytics
        • Connect Digital Marketing Channels to Marketing Analytics
        • Make Marketing Accountable: Determine the Value of Digital Marketing Investments across Channels
        • Marketing Accountability within Nondigital Marketing Channels
        • Predictive Analytics
      • Metrics for Marketing Control
        • Margin on Sales
        • Churn Rate
      • Objective Summary • Key Terms • Apply
      • Chapter Questions and Activities
      • Marketing in Action Case: Real Choices at novartis
    • Chapter 6: Understand Consumer and Business Markets ..............................
      • Real People, Real Choices: Here’s my problem . . .
      • 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
      • Internal Influences on Consumers’ Decisions
        • Perception
        • Motivation
        • Learning
      • Ripped from the Headlines: Ethical/Sustainable Decisions in the Real World
        • 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
      • 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 Buying Situations and the Business Buying Decision Process
        • The Buyclass Framework
        • Professional Buyers and Buying Centers
        • The Business Buying Decision Process
        • B2B E-Commerce and Social Media
      • Objective Summary • Key Terms • Apply
      • Chapter Questions and Activities
      • Marketing in Action Case Real Choices at Airbus
    • Chapter 7: Segmentation, Target Marketing, and Positioning .....................
      • Real People, Real Choices: Here’s my problem . . .
      • Target Marketing: Select and Enter a Market
      • Step 1: Segmentation
        • Segment Consumer Markets
        • Segment B2B Markets
      • Step 2: Targeting
        • Phases of Targeting
      • Step 3: Positioning
      • Ripped from the Headlines: Ethical/Sustainable Decisions in the Real World
        • Steps in Positioning
        • Bring a Product to Life: Brand Personality
      • Chapter Questions and Activities
      • Objective Summary • Key Terms • Apply
      • Marketing in Action Case: Real Choices at Sprig
  • Part 3 Develop the Value Proposition for the Customer
    • Chapter 8: Product I: Innovation and New Product Development ......................
      • Real People, Real Choices: Here’s my problem . . .
      • 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?
      • “New and Improved!” The Process of Innovation
        • Types of Innovations
      • New Product Development
        • Phase 1: Idea Generation (Ideation)
        • Phase 2: Product Concept Development and Screening
        • Phase 3: Marketing Strategy Development
        • Phase 4: Business Analysis
        • Phase 5: Technical Development
      • Ripped from the Headlines: Ethical/Sustainable Decisions in the Real World
        • 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
      • Objective Summary • Key Terms • Apply
      • Chapter Questions and Activities
      • Marketing in Action Case: Real Choices at Facebook
    • Chapter 9: Product II: Product Strategy, Branding, and Product Management ..........................
      • Real People, Real Choices: Here’s my problem
      • 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
      • Ripped from the Headlines: Ethical/Sustainable Decisions in the Real World
      • 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
        • Packages and Labels: Branding’s Little Helpers
      • Organize for effective Product Management
        • Manage Existing Products
        • Organize for New Product Development
      • Objective Summary • Key Terms • Apply
      • Chapter Questions and Activities
      • Marketing in Action Case Real Choices at Blue Diamond
    • Chapter 10: Price: What Is the Value Proposition Worth? ...................................
      • Real People, Real Choices: Here’s my problem
      • “Yes, but What Does It Cost?”
        • What Is Price?
      • 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
        • Pricing Strategies Based on Cost
        • Step 6: Develop Pricing Tactics
      • Pricing and Electronic Commerce
        • Dynamic Pricing Strategies
        • Internet Price Discrimination
        • Online Auctions
        • Freemium Pricing Strategies
        • Pricing Advantages for Online Shoppers
      • Psychological, Legal, and Ethical Aspects of Pricing
        • Psychological Issues in Setting Prices
        • Psychological Pricing Strategies
        • Legal and Ethical Considerations in B2C Pricing
        • Legal Issues in B2B Pricing
      • Ripped from the Headlines: Ethical/Sustainable Decisions in the Real World
      • Objective Summary • Key Terms • Apply
      • Chapter Questions and Activities
      • Marketing in Action Case Real Choices at Disney
  • Part 4 Deliver and Communicate the Value Proposition
    • Chapter 11: Deliver the Goods: Determine the Distribution Strategy ...............
      • Real People, Real Choices: Here’s my problem . . .
      • 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
      • Ripped from the Headlines: Ethical/Sustainable Decisions in the Real World
      • Objective Summary • Key Terms • Apply
      • Chapter Questions and Activities
      • Marketing in Action Case Real Choices at Target
    • Chapter 12: Deliver the Customer Experience: Goods and Services via Bricks and Clicks ..............
      • Real People, Real Choices: Here’s my problem . . .
      • Retailing, Twenty-First-Century Style
        • Retailing: A Mixed (Shopping) Bag
        • The Evolution of Retailing
        • The Evolution Continues: What’s “In Store” for the Future?
        • Ethical Problems in Retailing
      • Ripped from the Headlines: Ethical/Sustainable Decisions in the Real World
      • Types of Brick-and-Mortar Retailers
        • Classify Retailers by What They Sell
        • Classify Retailers by Level of Service
        • Major Types of Retailers
      • E-Commerce and Other Types of Nonstore Retailers
        • B2C E-Commerce
        • Direct Selling
        • Automatic Vending
      • Retailing What Isn’t There: Services and Other Intangibles
        • Marketing What Isn’t There
        • Physical Elements of the Service Encounter: Servicescapes and Other Tangibles
        • How We Provide Quality Service
        • Strategic Issues When We Deliver Service Quality
        • Marketing People, Places, and Ideas
        • The Future of Services
      • Objective Summary • Key Terms • Apply
      • Chapter Questions and Activities
      • Marketing in Action Case: Real Choices at Alibaba
    • Chapter 13: Promotion I: Advertising and Sales Promotion .................................
      • Real People, Real Choices: Here’s my problem . . .
      • Communication Models in a Digital World That is “Always On”
        • The Communication Model
        • The Traditional Promotion Mix
        • Mass Communication: The One-to-Many Model
        • Personal Communication: The One-to-One Model
      • 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
        • Who Creates Advertising?
        • User-Generated Advertising Content
        • Ethical Issues in Advertising
        • Develop the Advertising Campaign
        • Where to Say It: Traditional Mass Media
        • Where to Say It: Branded Entertainment
        • Where to Say It: Support Media
        • Where to Say It: Digital Media
      • Ripped from the Headlines: Ethical/Sustainable Decisions in the Real World
        • When and How Often to Say It: Media Scheduling
      • Sales Promotion
        • Sales Promotion Directed toward Consumers
        • Trade Sales Promotion: Targeting the B2B Customer
      • Objective Summary • Key Terms • Apply
      • Chapter Questions and Activities
      • Marketing in Action Case: Real Choices at Domino’s
    • Chapter 14: Promotion II: Social Media Marketing, Direct/Database Marketing, Personal Selling, and P
      • Real People, Real Choices: Here’s my problem . . .
      • Social Media Marketing
        • Social Media
        • Social Networks
        • Mobile Apps and Location-Based Social Networks
        • The Internet of Things
      • Direct Marketing
        • Mail Order
        • Direct Mail
        • Telemarketing
        • Direct-Response Advertising
        • M-Commerce
      • Personal Selling: Adding the Personal Touch to the Promotion Mix
        • The Role of Personal Selling in the Marketing Mix
        • Technology and Personal Selling
        • Types of Sales Jobs
        • Two Approaches to Personal Selling
        • The Creative Selling Process
      • Public Relations
        • Plan a PR Campaign
      • Ripped from the Headlines: Ethical/Sustainable Decisions in the Real World
        • PR Tactics
        • Buzz Marketing
        • Evaluation of a PR Campaign
      • Objective Summary • Key Terms • Apply
      • Chapter Questions and Activities
      • Marketing in Action Case Real Choices at Burger King
  • Appendix A Marketing Plan: The S&S Smoothie Company ................................................
  • Appendix B Your Future in a Marketing Career .........
  • Notes
  • Glossary
  • Name Index
  • Subject Index
  • Back Cover

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