Core Concepts of Marketing

internationalmarkets, 139-146
legal/ethicalfactors,106-110,
J42-144
socialtrends,115-120,139-141
surprises, 104
technology, 113-115, 144
WallStreetJournal(wsj.com),
122
Externalpublics,209, 223

F
Family,buyerbehaviorinfluencedby,
87
FamilyIifecycle,37-38,87,98,121
FederalTrade20mmission, 223
Financing, consumer. 104
Follow-up,sales, 218
FordMotorCo., 246
For-profitmarketing, 15
Franchising,132,259-260
Full-lineproductlinestrategy. 166
Fulton,B.Keith, 39

G
Gender,markets basedon, 37
Genc.ralMotors, 10 1-102, 104-105
GenerationX, 118
Geographicmarketsegments, 36, 44,
117
Geographicmobility, 38
Globallinternationalmarketing, 17 ,
126 - 150.SeealsoExport
marketing
caseapplication, 149-150
defined, 127-128, 148
distributionandlogistics, 138-139
dumping, 138
environment,139-146
expropriation. 144
goals,setting, 146
graymarket(parallelimporting),
138
newproductideageneration, 175
personalsales.effecton, 220
plan,133-139
pricing,137-138, 230
reasonsfor/against, 1 29 - 130, 135
stagesin,130-133
~.tandardizationandcustomization
in.128-129, 136-137
wiffs, 144
tradingblocsandagreements.
143-144
WallStreetJournal(\·:;j.com),
147

Goodsmarketing, 13-15, 157 -159

Graymarket(parallelimporting), 138

Gross marginpricing, 242

Group.SeeConsumer

Guarantees,product, 164-165

H

Habits, buying, 84

Haij-Joannu,Stelios. 142

Harley-Davidson,25-26

Heineken, 133

HersheyFoodsCorp..183-184

HertzCorporation, 232

HighFrequencyMarketing(HPM). 46

High-involvementdecisions, 83-84, 98

Historical(casestudy)research

approach, 60

Historicalresearchapproach, 71

H.J.Heinz~o.. 136

Honda;'I10to1'Co.• 17

I

Image, effectofpricingon, 231

Income,markets basedon. 38

Indirectexporting,131. 148

Indirectselling, 215

Industrialmarkets.SeeOrganizational

markets

Influences,buy<-rbehavior, 82 -91

external influences.85-87

internalinfluences.87-91

si tuationalinfluences,82-85

Informalassessmentmarketingenvi-

ronment, 58-59, 70

Informationflow. 255

Informationsearch/processing, buyer,

77-79,98

Inside selling,214, 215

Institutionalmarkets, 30

Integratedmarketing.SeealsoInte-

gratedMarketingCommunication

(IMC)/marketingcommunication

defllled, 11

globalmarketing,135-139

Internetmarketing,78,114, 179

pricing, 232

spyingoncompetitors, 11

IntegratedMarketingCommunication

(IMC)/marketingcommunication.

20,185-225.SeealsoAdvertising;

Personalselling; Publicrelations;

Salespromotion

budget, 196

campaign,198-199

componentsof, 190

INDEX 283

customerfeedback,mechanism

for, 188

defined, 189 - 190,223

l1esignof,194-199

evaluationof,J96-197

mix,197-198,223

objectives,190-191

organizationfor, 197

planningfor, 188

roleof,187-189

targetaudiencefor,188-189

WallStreetJournal(wsj.com),

221

Internalmarketing,9, 24

Internalpublics, 209223

Internationalmarketing.See

Global/internationalmarketing

internet, 10 ,16-17,27,115

African-Americancommunity,use

by, 39

banneradvertisements. 202-204

Europe, use in, 142

freeservices/persona!computers,

promotionof,235-236

marketresearchsurveys/question-

naires,65

newprol1uC[S,developmentof,

179

non-users, factson, 114

retailing(e-tailers), 261-262

youthmarket,useby, 78

Interviews,63-64.SeealsoQuestion-

naires

J

Japan,145,151-152

Jell-O,34,88, 167

Jointventures.132, 149 , 173

K

KraftFoods.34, 153

L

Labau's USA, 51

Languagedifferences(international

marketingfactor), 139

Learning.SeeEducationandlearning

Legal issues,106-110, 142-144, 171

Lessdevelopednations, 145

LeviStrauss&Co., 169

Levitt, Theodore,3,10,128-129

Licensing, 131 -132,149, 173

Lifestyle(marketingfactor),40-41,50,

90-91, 98, 120

Limited-lineproduct linestrategy, 166