Core Concepts of Marketing

286 INDEX

Productlinedecisions,166-168
Product-linesimplification, 168
Productmixstrategies,165-166
Productplanningandstrategyformula-
tion,159-184
approachestomarket,161-162
brandi.ng, 163-164
caseapplication,183-184
developmentofnewproducts(See
Newproducts, strategiesfOl
developing)
objectives,determining, 159-160
packaging,162-163
productdeletion, 168
productfeatures, 162
prollucllifecycle, 160-161
productlinedecisions, 166-168
productmixstrategies,J65-166
supportingservices,164-165
WallStreetJournal(wsj.com),
181
Profits
pricingand, 231
researchon, 55
Projectivetechniques,65-66
Promisedproduct, 154
Promotion,sales.SeeSalespromolion
Promotionflow,255-256
Prospecting,forsales, 216
Prosperity, 112, 123
Psychologicalmarketsegments, 39-41,
49
Publicrelations,1O,193, 199
defined,190.208, 223
publicsof,209-211
techniques, 211
Purchaseoccasion,38-39,49
Purecompetition, 29
Pushmoney,209, 223

Q
Quantitydiscounts, 237-239, 248
Questionnaires,60,63-65,71,80,164,
176

R
Race,asmarketingfactor, 38 , 39,85,
116-117. 121
Readiness stageof, 49
Rebates, 209 , 223
Rebuys(organizationalbuying), 93
Recession,112. 123
Recovery,113, 123
Referencegroups,86-87, 98
Regionalmarketing, 17

Regulators, 123

Reinforcementofbehavior, 88

Relationshipmarketing, 10

Relevant.Knowledge, 27

Religion,asmarketingfactor, 38, 141

Repositioning,product, 166

Research,marketing.SeeMarketing

research

Researchdesign,59-67, 70

anticipatingresults/makingreport,

66-fJ7

choosingapproach,59-60

datacollectionmethods,61-66

determiningtypesofdataneeded,

60

locatingsourcesofdata, 60-61

sampleselection, 66

Resellcrmarkets, 30

ReselJers,newproductideasgenerated

by, 175

Retailing; 258-263, 276

nonstore,261-263, 276

structureof,259-263

Roleexpectations, 86

Rosso,Jean-Pierre, 72

Routesalesperson, 214

Routinization,256, 276

S

Sales.SeealsoPersonalselling

growthin, 159

newproductideasgeneratedby

salesperson, 174

orientation, 8

presentation,216--218

pricingand, 231

researchon, 55

Salespromotion,204-207, 222

campaign,rolein, 198

defined, 190

internet/personalcomputerdeals,

235-236

research on, 56

typesof,207, 209

Salesteams, 219

Sampleselection(marketresearch), 66

ScandinavianAirlines(SAS),20-21

Schultz,Don,188,212-213

Screening, newproductdevelopment,

175-176

Seasonaldiscounts,239, 248

Secondarysource data,60-61, 71

Self-reportingsurveys,65-66

Seller's market, 29

Selling.SeeSales

Semidirectexporting, 131. 148

Serviceproducts, 20 , 213-215

businessservices, 156

channeldistribution, 256 - 257

characteristicsof, 157 -159

goodscompared,13-15, 157

supportingservices,164-165

Shoppinggoods, 155

Shoppingmalls, 260-261

Shoppingorientation, 90

Single-basesegmentationstrategy,44,

50

Situationanalysis,19, 135

Snowbail.com, 78

Socialclass,85-86, 98

Socialenvironment,effectonmarket-

ingplanoftrendsin,115-120,

139-141

Socialization,88, 98

Socialresponsibility, 110

Societalmarketingconcept, 110

Specialoffers, 204-207, 209,222-223

Specialtygoods,155-156

Spendingpatterns,111-112

Spiffs,240, 248

Spokespersons,useof,88.Seealso

Opinionleaders

SRllnternational,40-41

StandardIndustrialClassification

(SIC),43, 50

Storytelling, 80

Straightextension,136, 149

Strategicplanning.SeeMarketingplan

Struven,TomandSally, 224 - 225

Supplier(organizationalbuying),

94-95,106

Surveys.SeeQuestionnaires

Survival,pricingfor, 231

T

Tangibleproduct, 153

Targetaudience/market,31,188-189

communicatingto, 190

selecting,45-46, 195

Tariffs,143-144, 148

Technicalsalesperson, 215

Technology, 123

internationalmarketing,effecton,

144

lifestyIe,effecton,120-121

marketingplanand,113-115

TeenResearchUnlimited, 78

Testmarketing,178-180

Timecustoms,asfactorininternational

marketing, 141