INDEX
A
Acquisitionofnewproduct, 172
Advertising, 193
appeals,typesof, 200
banneradvertisements,202-204
businessperspective, 222
consumer'sperspective, 222
creativestrategy,developmentof,
200
creativetactics, 200
defined, 190
mediaplan,developmentof,
201-202
organizationof, 199-200
research, 56
societalperspective, 222
Advertisingagency,199-200
Advertisingcampaign,J98, 222
Advertisingdepartment,199-200
Aesthetics, 141
AIO(activities,interests,opinions)
inventories, 40
Allen,Ronaldw., 99
Alliances,corporate, 133
Allowances,price, 239-240
AmericanAirlines, 99
AmericanExpress, 185 - 186
AmericanImportCorporation,
224-225
AmericanLogHome, 44
AmericanMarketingAssociation, 4,
204
Armantrout,Linda 6
Attitude
buyer behaviorinfluencedby,
90-91
defined,49,90, 98
Augmentedproduct, 153
B
Babyboomer~,73, 74 , 117
Babyboomlet,118.SeealsoYouth
market
BankOneLeasingCorporation, 6
Banneradvertisements, 202-204
Bargainingstrength, 29
Barderstomarketentry, 105
BBDO,53
3eliefs,85, 118
Bethune,GordonM., 100
Beverageindustry,51,124-125,133
BlackPlanet.com, 39
Blackwell,Roger, 95
Brands/branding,49,84,163-164,
16 7, 183
Break-evenprice,243-244, 248
Brokers,manufacturers,278-279.See
alsoDistributionchannels
Budget,marketing,21,196,202
Budweisercorporation, 133
Businesscycle, 112 -113, 123
Businessnorms(internationalmarket-
ing), 141
Business services, 156
Business-to-businessmarkets.See
Organizationalmarkets
Buyer
communicationneedsandwants
of(SeeIntegratedMarketing
Communication(IMC)/market-
ingcommunication)
defined. 75
feedback,mechanismfor, 188
motivesof(SeeMotives,buyer)
newproductideasgeneratedby,
175
pllce,viewof,227-228
Buyerbehavior,73-100
caseapplication,99-100
decision-makingprocess,76-81
factorsinfluencing,82-91
marketexchangeand,74-75
organizational,91-96
postpurchase, 81
asproblemsolving, 75-91
WallStreetJournal(wsj.com), 97
Buyer'smarket, 29
Buyingpower,45,106,111-112,117,
123
Buyingtask,82-84C
Campaigns,advertising/communica-
tion,198-199,222,223
Campbell'sSoup, 33
CaseCorporation, 72Cashdiscounts,239, 248
Catalogmarketing.SeeDirectmarket-
ing
Categoryappraisal,175-176
Channelsofdistribution.SeeDistribu-
tionchannels
Chouinard,Yoon, 80
ChryslerCorporation, 34
Coca-ColaCompany,9,34, 162
Cognitivedissonance, 81, 98
Colors(intemationalmarketingfactor),
139
Combinationexportmanager, 13 J, 148
Combinationoffers, 209 , 223
Combinationpricing, 241
Commercializationofnewproduct,
180
Commonbuyingfactors(marketseg-
ment),44
Communication,9-10
adaptation,136, 149
basicelementsof,191-192
channel, 273
globalmarketingand,128,136,
149
groupcommunicationsthrough
opinionleaders, 86
tomassmarkets(SeeIntegrated
MarketingCommunication
(IMC)/marketingcommunica-
tion)
pricingand, 231
typesofsystems, 193
Communitycontact,11-12
Comparisonmessaging, 9
Competition,104-106
identificationof, 10
intemationalmarketing,145-146
marketingcommunicationand,
190-191
newproductideasfromcompeti-
tors, 174
nonprice,232-235,248
Competitiveadvantage,3, 24
Competitiveanalysis,104-106
Competitivedistinctiveness, 161
Competitiveintelligence,10, 11
Competitivepricing,234-235, 245281