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Core Concepts of Marketing

(Marcin) #1 
CHAPTERTEN

THEPRODUCT


  • CHAPTERONE INTRODUCINGMARKETING

  • Introduction

  • Marketing:DefinitionandJustification

    • DefiningMarketing

    • JustificationforStudy

    • Characteristicsofa MarketingOrganization

      • ABasis forClassification TheRoleofMarketingintheFirm:



    • StrategicComponentsofMarketing

    • KeystoMarketingSuccess



  • Summary

    • Marketer'sVocabulary

    • DiscussionQuestions



  • Project

    • CaseApplication:TheHogIsAliveandWell

    • References

    • Introduction

    • DefiningtheMarket

      • TheMarketIsPeople

      • TheMarketIsa Place

      • TheMarketIsanEconomicEntity





  • TypesofMarkets

    • ConsumerMarkets

    • IndustrialMarkets

    • InstitutionalMarkets

    • ResellerMarkets

    • ApproachingtheMarket

      • TheUndifferentiatedMarket(MarketAggregation)

      • ProductDifferentiation

      • TheSegmentedMarket

      • TheStrategyofMarketSegmentation



    • Summary

    • Marketer'sVocabulary

    • DiscussionQuestions

    • Project

    • CaseApplication:RollingRockFindsItsNiche

    • References

      • UNDERSTANDINGANDAPPROACHING

        • DECISIONMAKING CHAPTERTHREE MARKETINGRESEARCH:ANAIDTO

        • Introduction

        • TheNatureandImportanceofMarketingResearch

          • WhatNeedsResearchinginMarketing?

          • ProceduresandTechniquesinMarketingResearch

            • Makinga PreliminaryInvestigation

            • CreatingtheResearchDesign



          • ConductingtheResearch

          • ProcessingtheData



        • TheValueofMarketingResearch

          • Summary

          • Marketer'sVocabulary

          • DiscussionQuestions

          • Project

          • CaseApplication:ResearchSavestheDayatCase

          • References

          • BEHAVIOR CHAPTERFOUR UNDERSTANDINGBUYER

          • Introduction

          • BuyerBehaviorandExchange

          • BuyerBehaviorasProblemSolving

            • TheDecisionProcess

            • InfluencingFactorsofConsumerBehavior



          • OrganizationalBuyerBehavior

            • CharacteristicsofOrganizationalBuying

            • StagesinOrganizationalBuying



          • Summary

          • Marketer'sVocabulary

          • DiscussionQuestions

          • Project

          • CaseApplication:CustomerSatisfactionStillMatters

          • References

          • MARKETING CHAPTERFIVE EXTERNALCONSIDERATIONSIN

          • Introduction

          • ExternalFactorsthatAffectPlanning

            • ExternalSurprises

            • Competitors











  • GLOBALMARKETS CHAPTERSIX MARKETINGIN

  • Introduction

  • DefiningtheProduct

  • ClassificationofProducts

    • ConsumerGoodsandIndustrialGoods

    • Goods VersusServices

    • LegallEthicaJFactors

    • EconomiclPoliticalIssues

    • Technology

    • SocialTrends

    • ForecastsoftheFuture



  • Summary

  • Marketer'sVocabulary

  • DiscussionQuestions

  • Project

  • CaseApplication

  • References

  • Introduction ~

  • DefiningInternationalMarketing

  • StandardizationandCustomization

  • Reasons forEnteringInternationalMarkets

  • ReasonstoAvoi d InternationalMarkets

  • TheStagesofGoingInternational

    • Exporting

    • Licensing

    • JointVentures

    • DirectInvestment

    • U.S. CommercialCenters

    • TradeIntermediaries

    • Alliances



  • TheInternationalMarketingPlan

    • TheCorporateLevel

    • TheBusinessLevel

    • TheFunctionalLevel



  • TheInternationalMarketingEnvironment

    • TheSociaVCulturalEnvironment

    • ThePoliticallLegalEnvironment

    • TheTechnologicalEnvironment

    • TheEconomicEnvironment

    • TheCompetitiveEnvironment



  • Summary

  • Marketer's Vocabulary

  • DiscussionQuestions

  • Project

  • CaseApplication:Unilever'sGlobalBrand

  • References



    • COMMUNICATINGTO

    • Introduction

    • TheRoleofIMC

      • PrimaryTasks

      • IntegratedMarketingCommunication



    • TheMeaningofMarketingCommunication

    • TheObjectivesofMarketingCommunication

    • HowWeCommunicate

      • BasicElementsofCommunication

      • TypesofCommunicationSystems

      • M arketingCommunications



    • DesigninganIMCStrategy

      • ThePromotionMix

      • TheCampaign



    • UnderstandingAdvertising

      • TheOrganizationofAdvertising

      • TheAdvertisingAgency

      • DevelopingtheCreativeStrategy

      • Developing theMediaPlan

      • BannerAdvertisements



    • SalesPromotionandPublicRelations

      • SalesPromotion:ALittleBitofEverything

        • CommunicationMix PersonalSellingandtheMarketing



      • StrengthsandWeakness esof PersonalSelling

      • TheSalesForceoftheFuture



    • Summary

    • Marketer's Vocabulary

    • DiscussionQuestions

    • ProductPlanningandStrategyFormulation MASSMARKETS

      • TheDeterminationofProductObjectives

      • TheProduct Plan

      • ProductStrategies

      • StrategiesforDevelopingNewProducts

      • Step I:GeneratingNewProductIdeas

      • Step2:ScreeningProductDevelopmentIdeas

      • Step3:BusinessAnalysis

      • Step4:TechnicalandMarketingDevelopment

      • Step5:ManufacturingPlanning

      • Step6:MarketingPlanning

      • Step7:TestMarketing

        • Step8:Commercialization





    • Summary

    • Marketer' s Vocabulary

    • Discuss ionQuestions

    • Project

    • Case Application:HersheyChocolateMilk

    • References



  • PRODUCT CHAPTERSEVEN INTRODUCINGANDMANAGINGTHE

  • Project

  • CaseApplication:TheMicrorecorder

  • References

  • Introduction

  • PriceDefined:ThreeDifferentPerspectives

    • TheCustomer'sViewofPrice

    • Pricefroma SocietalPerspective

    • IrrationalManPricing:FreedomRules RationalManPricing:AnEconomicPerspective

    • TheMarketer'sViewofPrice



  • PricingObjectives

  • Developinga PricingStrategy

    • Nonprice Competition

    • CompetitivePricing



  • NewProductPricing

  • PriceLines

  • PriceFlexibility

    • DiscountsandAllowances



  • PriceBundling

  • PsychologicalAspectsofPricing

  • AlternativeApproachestoDeterminingPrice

    • Break-EvenAnalysis Cost-OrientedPricing:Cost-PlusandMark-Ups

    • TargetRatesofReturn

    • Demand-OrientedPricing

      • Value-BasedPricing





  • TheFutureofPricing

  • Summary

  • Marketer's Vocabulary

  • DiscussionQuestions

  • Project

  • CaseApplication:UnitedTechtronics

  • References

  • CHAPTERNINE PRICINGTHEPRODUCT




    • - OrganizingtheChannel CONTENTS xi
      
   - ConventionalChannels
      
   - VerticalMarketingSystems
      
   - HorizontalChannelSystems
      
- TheChannelManagementProcess
      
   - AnalyzetheConsumer
      
   - EstablishtheChannelObjectives
      
   - SpecifyDistributionTasks
      
   - EvaluatingChannelMemberPerfOlmance EvaluateandSelectfromChannelAlternatives :!7~
      
- TheHumanAspectofDistribution
      
   - Role
      
   - Communication
      
   - Conflict
      
   - Power
      
- Summary
      
- Marketer'sVocabulary
      
- DiscussionQuestions
      
- Project
      
- CaseApplication:Connecting ChannelMembers
      
- References
      
- PHOTOCREDITS
      
- INDEX


    • CHANNELCONCEPTS:DISTRIBUTING



  • Introduction

  • TheDualFunctionsofChannels

  • TheEvolutionoftheMarketingChannel

  • FlowsinMarketingChannels

    • FunctionsoftheChannel

    • ChannelInstitutions:CapabilitiesandLimitations

      • ProducerandManufacturer

      • Retailing

      • Wholesaling

      • PhysicalDistribution





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