Core Concepts of Marketing

284 INDEX

Lineextensionsproductlinesstrate-
gies,166-167
Line-fillingproductlinestrategies, 167
Line-pruningproductlinestrategies,
167
L.L.riean,4-5
Localmarketing, 17
Logistics(ofdistribution),138-139
Low-involvementdecisions,84, 98
Loyalty,brand,49, 84

M
Macromarketing,12-13
Mailorder.SeeDirectmarketing
Manufacturedproducts, 156 ,257-258
Manufacturerrepresentatives, 215
Manufacturer's exportagent(MEA),
131,148
Market.SeealsoTargetaudience/
market
approachesto,31-52,161-162
barrierstoentry, 105
defincd,28-29,75,98
aseconomicentity, 29
exchange(SeeExchangeprocess)
extension, 162
futureof, 47
offerings, 84
researchon, 55
typesof, 30
undifferentiated(marketaggrega-
tion),32-33, 49
Marketing, 22
budget, 21 , 196, 202
categoriesof, 12 - 17
channelr.(SeeDistribution
channels)
concept,8, 24
control(evaluation), 21,196-197
defined, 3 -6, 24
institutions, 18
justificationforstudyof,6-7
keystosuccessof, 22
management,17-22
mix,19-21(SeealsoDistribution
channels;IntegratedMarketing
Communication(lMC)/market-
ingcommunication;Price;
Product)
strategiccomponents of,17-22
Marketingcommunication(MC).See
IntegratedMarketingCommunica-
tion(IMC)/marketingcommuni-
cation

MarketingContinuum,The, 51

Marketing organization

capabilitiesof, 9

characteristicsof,7-12

consumercontentof, 8

cross-functionalcontact,10-11

functional-levelconsiderations, 18

Marketingplan,18-19,54.Seealso

Productplanningandstrategyfor-

mulation

externalfactors(SeeExternal

environment)

internal focus, 102

internationalmarketingplan,

133-139

mediaplan, developmentof,

201-202

newproducts, 178

Marketingresearch,53-72.Seealso

Data,marketresearch

areasofresea rch,55-57

caseapplication, 72

conductingresearch, 67

costof, 68

defined,70

designfor(SeeResearchdesign)

natureandimportanceof,54-55

preliminaryinvestigation, 57 - 59

supplier. 123

valueof,67-68

WallStreetJournal(wsj.com), 69

MarketingScienceInstitute, 56

Marketplace, 29

Marketsegmentation,34-46,49, 162

bases of,35-36

competitivepricingand,234-235

demographicsegments,36-38

geographic segments, 36

identification, clarityof, 44

newmarketsegments,appealto,

159-160

organizationalmarkets,41-44

psychologicalsegments,39-41

qualifying customersinsegments,

44-45

single-baseandmulti-baseseg-

mentation, 44

strategies, 35 ,45-47

usagesegments,38-39

WallStreetJournal(wsj.com), 48

Marketshare,159,230,231

Mark-ups(pricing),242-243, 248

Martineau,Philip, 169

Maslow,A.H., 89

Massmarketing,15-16,193.Seealso

IntegratedMarketingCommunica-

tion(IMC)/marketingcommuni

cation

McDonald's,226-2 27

MC1Communications, 68

McKenna,Regis, 212

Media

evaluating,202, 203

plan,developmentof,201-202

publicrelationscontactwith, 10

Mergers,acquisitionofnewproducts

through, 172

Meserue,VVayne, 232

Micromarketing,12-13

Middleclass,spendingpowerof, 117

MillerBrewingCo., 133

Missionstatements,4,6, 18 -19

Modelingofbehavior, 88

Monopoly, 29

Motives, buyer, 40,50,60,88-89,98

Mullen,David, 51

Multi-basesegmentationstrategy, 44 ,

50

Multinationalmarketing, 128 , 148.See

alsoGlobaVintemationalmarketing

Multiplesales,salespersonengagedin,

215

Multisegment strategy, 35 , 49

N

NationalCattleman'sBeefAssociation

(NCBA),62

Nationalmarketing, 17

Nationalorigin, marketsbasedon, 38

Needs, 8

actuaVpotential,28,44-45, 50

defined, 75-76, 98

identification,76-77

organizationalbuying,needrecog-

nitionanddescriptionfor,

93-94

sellingand, 213

Negotiationflow, 255

NeimanMarcus, 224

Newproducts,pricingof,230,

235-236

Newproducts,strategiesfordevelop-

ing,168-180

acquisitionofnewproducts,

171-173

businessanalysis,176-177

categoryappraisal,175-176

commercialization, 180