Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/eBack Matter Subject Index © The McGraw−Hill
Companies, 2002Long-run target return pricing,
524
L’Oreal, 532
Lotus Development, 548, 584
Low-involvement purchases,
175
Lower-lower class, 168
Lower-middle class, 168
Lowe’s, 377, 498
LU, 468
Lucky, 508
Luvs, 505
McCaw Cellular
Communications, 494
McDonald’s, 67, 68, 321, 475,
490, 507, 558, 636, 639
McDonald’s “Seniors”
Restaurant, 712
McDonnell Douglas Helicopter,
19, 20
McKesson, 351
Macro-marketing, 10, 11
Macromedia, 407
MADD, 457
Magazine advertising, 460, 462
Magnuson-Moss Act, 111, 270
Major accounts sales, 431
Mall intercept interview, 234
Management, 45, 96, 97
Management contracting, 629
Manufacturer brands, 266
Manufacturers, 205– 207
Manufacturers’ agent, 382
Manufacturers’ sales branches,
379
MapInfo, 219
MapLinx, 72
Marginal analysis, 527– 531
Marginal cost, 529
Marginal profit, 529
Marginal revenue, 528
Markdown, 678
Markdown ratios, 677, 678
Market, 14, 70
Market analysts, 688
Market development, 67
Market-directed economic
system, 12– 14
Market Facts, 238
Market growth, 277
Market information function, 22
Market introduction, 277
Market maturity, 277
Market penetration, 67
Market potential, 614
Market segment, 74
Market segmentation, 73– 88
characteristics of good
market segments, 76
clustering techniques, 83, 84
combiners, 77
customer relationship
management (CRM),
84
differentiating the marketing
mix, 85
positioning, 85– 88
retailers, 359
segmenters, 77, 78
segmenting dimensions,
79 – 83
steps in process, 73
Market share, 489
Market situations
monopolistic competition,
666, 667
monopoly, 664
oligopoly, 665, 666
pure competition, 664, 665
Marketing
challenges, 645– 651
criticisms, 25– 27
defined, 8
economic development,
and, 18
evaluating, 637
evolution of, 33, 34
functions of, 21– 24
future of, 651, 652
impact of, 642– 645
importance of, 6– 8
production, and, 5, 6
trends/changes, 646, 647
types of activities, 4, 5
Marketing arithmetic; see
Accounting methods
Marketing audit, 572, 573
Marketing company era, 34
Marketing concept
adoption of, 36, 37
customer value, and, 37– 41
defined, 34– 36
nonprofit organizations, 41,
42
Marketing cost analysis,
567 – 570, 591– 596
Marketing department era, 34
Marketing ethics, 26, 27; see
alsoEthics
Marketing evolution, 33, 34
Marketing functions, 21– 24
Marketing inefficiencies, 640
Marketing information, 216– 245
how much information is
enough, 243
marketing research; see
Marketing research
MIS, 218– 222
Marketing information system
(MIS), 218– 222
Marketing Intelligence Services,
295
Marketing management
process, 45, 46
Marketing manager, 688
Marketing mix, 46, 48–50,
609 – 612
Marketing model, 221
Marketing opportunities, 62– 71
attractive opportunities, 62,
63
company resources, 97– 99
diversification, 68
international opportunities,
68, 69, 119– 121
market development, 67
market penetration, 67
marketing strategy planning
process, 63– 66
planning grids, 117, 118
product development, 67
understanding markets,
69 – 71
Marketing orientation, 35
Marketing-oriented manager,
38, 47, 70Marketing plan, 53, 622– 626
Marketing program, 54, 627;
see alsoOverall marketing
program
Marketing research, 222– 242
defined, 222
ethical issues, 222
experimental method,
236 – 238
five-step process, as, 224
international considerations,
241, 242
job opportunities, 688
qualitative research, 230,
231
quantitative research,
231 – 233
scientific method, 223, 224
step 1 (defining the
problem), 224, 225
step 2 (analyzing the
situation), 226– 229
step 3 (getting
problem-specific data),
229 – 238
step 4 (interpreting the
data), 239– 241
step 5 (solving the problem),
241
surveys, 232– 234
syndicated research, 238
trends/changes, 646
validity problems, 240, 241
Marketing research process,
224
Marketing strategy, 46
Marketing strategy planning,
45, 55, 56
Marketing strategy planning
process, 608
Markup chain, 516
Markup conversions, 677
Markup percent, 515
Markups, 515–518, 676, 677
Mars, 237
Mary Kay, 309, 365
Mass customization, 588
Mass marketers, 47
Mass marketing, 47
Mass merchandisers, 364
Mass-merchandising concept,
361 – 365
Mass production, 20
Mass selling, 50, 393
MasterCard, 148, 499
Matsushita, 170
Mattel, 309
Maxwell House, 641
Maytag, 308, 465, 602–607,
613, 626
Mazda, 114
MCI, 251, 499
Meijer, 364
Meiji Milk, 231
Mennon, 520
Mercedes Benz, 342, 472
Merchandisers, 429
Merchant, 376
Merchant wholesalers, 379, 380
Merck, 488
Mercury, 165
Merrell Dow Pharmaceutical,
455, 456
Merrill Lynch, 252I-12 Subject Index
Message channel, 401
Metal Works, 738, 739
MetoKote Corp., 182, 183
Metropolitan Life Insurance,
435
Metropolitan statistical area
(MSA), 142
Michelin, 315
Micro-macro dilemma, 12
Micro-marketing, 8– 10
Micro-marketing effectiveness,
639 – 642
Microsoft, 78, 98, 112, 186,
290, 319, 320, 464, 473
Middleman, 16, 307–310, 408
Migros, 375
Mill supply houses, 380
MIS, 218– 222
Mission statement, 96
Missionary salespeople, 429
Mixed Media Technologies, 723
Mobil, 366
Modern Horizons, 724
Modified rebuy, 192
Monopolistic competition, 100,
415, 505, 666, 667
Monopoly, 664
Monsanto, 134
Morgan Company, 724– 726
Mothers Against Drunk Driving
(MADD), 457
Mothers Work, 318
Motivating Tape Company, 437
Motivation theory, 160
Motorola, 193, 294, 487, 494
Mountain Dew, 162
Mr. Clean, 262
MSA, 142
MTV, 461
Multinational corporations, 630
Multiple buying influence, 188
Multiple target market
approach, 76
Multiproduct firms, 118, 119
myWedding.com, 728– 730Nabisco, 279, 284, 299, 414
NAFTA, 109
NAICS codes, 206, 207
National income, 129– 134
National Kidney Foundation, 42
National Semiconductor (NS),
195, 202, 203, 336
Nationalism, 108
Natural accounts, 591
Natural products, 258
NBC, 460
NEC, 470
Need-satisfaction approach, 444
Needs, 158– 160
Negotiated contract buying, 197
Negotiated price, 540, 541
Nesquik, 408
Nestlé, 135, 453, 470, 631
Net, 499
Net profit, 672
Net sales, 672
Netscape, 280, 290, 464
New product, 288
New-product planning,
287 – 298
ethical issues, 288
five-step process, as, 290