Marketing foundations:
Gespeichert in:
| Beteiligte Personen: | , , |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
Mason, Ohio
South-Western, Cengage Learning
2013
|
| Ausgabe: | 5. ed., International ed. |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025161338&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Beschreibung: | Frühere Aufl. verfasst von William Pride and O.C. Ferrell |
| Umfang: | getr. Zählung Ill., graph. Darst. |
| ISBN: | 9781133190974 |
Internformat
MARC
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| 008 | 120711s2013 xx ad|| |||| 00||| eng d | ||
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| 245 | 1 | 0 | |a Marketing foundations |c G. Tomas M. Hult ; William M. Pride ; O.C. Ferrell |
| 250 | |a 5. ed., International ed. | ||
| 264 | 1 | |a Mason, Ohio |b South-Western, Cengage Learning |c 2013 | |
| 300 | |a getr. Zählung |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Frühere Aufl. verfasst von William Pride and O.C. Ferrell | ||
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| 700 | 1 | |a Ferrell, O. C. |d 1943- |e Verfasser |0 (DE-588)124804926 |4 aut | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025161338&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-025161338 | |
Datensatz im Suchindex
| _version_ | 1819305375737839616 |
|---|---|
| adam_text | Titel: Marketing foundations
Autor: Hult, G. Tomas M
Jahr: 2013
contents
Part I: Marketing Strategy and Environment I
Chapter I: Strategic Marketing Video Case I.I Method for Success: Marketing beyond Green 25
Manaopmpnt 1 Case 1.2 Healthy Activio Grows Healthy U.S. Sales 26
China Struggles with Luxury Brands 3 Chapter 2: Developing and
Defining Marketing 4
Marketing Focuses on Customers 5 Implementing Marketing
Marketing Deals with Products, Distribution, Promotion, Strategies 28
and Price 5 BP Utilizes Questionable Risk
Marketing in Transition: Marketing by the People, Management 29
for the People 6 Understanding the Strategic Planning
Marketing Builds Relationships with Customers Process 30
and Other Stakeholders 9 Assessing Organizational Resources
Marketing Occurs in a Dynamic Environment 9 and Opportunities 31
Responsible Marketing? Partnerships and Sustainability SWOT Amlvsk 33
Establishing an Organizational Mission
Understanding the Marketing Concept 11
Evolution of the Marketing Concept 12 Developing Corporate, Business-Unit,
Implementing the Marketing Concept 13
Entrepreneurial Marketing: Leatherman s Marketing Appeals Sustainable Marketing: Zipcar. A Car Shanng Service
Managing Customer Relationships 14
Value-Driven Marketing 15
Marketing Management 16
The Importance of Marketing in Our Global
Strategy 36
Corporate Strategy 36
Business-Unit Strategy 37
Marketing Strategy 40
Economy 17 Creating the Marketing Plan 42
Marketing in Transition: Target Changes Its Strategy to
Marketing Costs Consume a Sizable Portion of Buyers Compete with Walmart 43
Dollars 17 Implementing Marketing Strategies 44
Marketing Is Used ,n Nonprofit Organizations 18 Approaches to Marketing Implementation 44
Marketing Is Important to Business Entrepreneurial Marketing: Crocs Strategy to Break
and the Economy 18 into the Mainstream 45
Marketing Fuels Our Global Economy 18 Organizing Marketing Activities 47
Marketing Knowledge Enhances Consumer Responsible Marketing? McDonald s: The Case for
Awareness 19 Customization of Corporate Social Responsibility Around
Sustainable Marketing: Are Athletic Shoes Walking or Running the World 49
toward Sustainability? 19 Controlling Marketing Activities 49
Marketing Connects People through Technology 20 Summary 52
Socially Responsible Marketing: Promoting the Important Terms 53
Welfare of Customers and Society 20 Discussion and Review Questions 53
Marketing Offers Many Exciting Career Prospects 21 Application Questions 54
Summary 22 Internet Exercise 54
Important Terms 23 Developing Your Marketing Plan 54
Discussion and Review Questions 24 Video Case 2-1 White Rock Uses Marketing Strategies
Application Questions 24 £o Revitalize Company 55
Internet Exercise 24 Case 2-2 Ford Develops a Strategy for Competitive Advantage 56
Developing Your Marketing Plan 25
Chapter 3: The Global Marketing Legal Dimension 82
Environment 58 Ethical Dimension 83
Philanthropic Dimension 85
Geox Puts Best Foot Forward in World Shoe Entrepreneurial Marketing: Rent-a-Bike Programs for Hearth
Markets 59 and the Environment 88
The Marketing Environment 60 Incorporating Social Responsibility and Ethics
Responding to the Marketing Environment 61 into strategic Planning 89
Competitive Forces 61 Sustainable Marketing: IKEA s Sustainable Geothermal Energy
Economic Forces 64 Initiative 89
Sustainable Marketing: The Sustainability of Palm Oil 67 Summary 92
Political Forces 67 Important Terms 92
Legal and Regulatory Forces 68 Discussion and Review Questions 93
Marketing in Transition: Truth in Tweeting 72 Application Questions 93
Technological Forces 77 Internet Exercise 93
Sociocultural Forces 78 Developing Your Marketing Plan 94
Social Responsibility and Ethics in Video Case 3.1 The Putting Lot Building a Miniature Golf Course to
Marketing 80 Support Sustainability 94
Responsible Marketing? The Limits of Starbucks Green Case 3.2 First Solar Power Profits by Marketing Sun Power 96
Marketing 81 Strategic Case I Monsanto: Linking Core Competencies to
Economic Dimension 81 Market Opportunity 98
Part 2: Marketing Research and Target Market Analysis 101
Chapter 4: Information for Marketing Summary 126
Research 102 Important Terms 127
Discussion and Review Questions 127
Kimberly Clark Helps Retailers Understand Senior Application Questions 128
Shoppers 103 Internet Exercise 128
The Importance of Marketing Research 104 Developing Your Marketing Plan 128
The Marketing Research Process 105 Video Case 4.1 Marketing Research and Sales Forecasting
Locating and Defining Problems or Research Issues 106 at Ogden Publications 129
Designing the Research Project 106 Case 4.2 Look-Look Provides Market Research for Teens and Young
Adults 130
Chapter 5: Selecting Target Markets 132
Collecting Data 109
Marketing in Transition: Companies Use Online Research
Communities to Understand Consumers 112
Interpreting Research Findings 119 Kia Motors Uses Target Marketing
Reporting Research Findings 119 to Drive Sales 133
Sustainable Marketing: Arbftron s People Meter Replaces What Are Markets? 134
Diary-Based Audience Measurement 120 Target Market Selection Process 134
Using Technology to Improve Marketing Step I: Identify the Appropriate Targeting
Information Gathering and Analysis 121 Strategy 135
Marketing Information Systems 121 Undifferentiated Targeting Strategy 135
Databases 122 Concentrated Targeting Strategy through Market
Marketing Decision Support Systems 123 Segmentation 135
Entrepreneurial Marketing: iModerate Uses Text Messaging Differentiated Targeting Strategy through Market
to Research Consumer Feelings 123 Segmentation 138
Issues in Marketing Research 124 Step 2: Determine Which Segmentation Variables
The Importance of Ethical Marketing Research 124 to Use 138
Responsible Marketing? Marketing Research to Measure Variables for Segmenting Consumer Markets 139
Business Ethics 124 Entrepreneurial Marketing: Tasty Bite: Coming to
International Issues in Marketing Research 124 America 141
Marketing in Transition: Mobile Banking Gets Executive Judgment 154
the Call 146 Surveys 154
Variables for Segmenting Business Markets 146 Time Series Analysis 155
Step 3: Develop Market Segment Profiles 147 Regression Analysis 155
Step 4: Evaluate Relevant Market Segments 147 Market Tests 156
Sales Estimates 148 Using Multiple Forecasting Methods 157
Competitive Assessment 148 Summary 157
Cost Estimates 149 Important Terms 159
Step 5: Select Specific Target Markets 149 Discussion and Review Questions 159
Product Positioning and Repositioning 150 Application Questions 159
Perceptual Mapping 150 Internet Exercise 160
Bases for Positioning 151 Developing Your Marketing Plan 160
Responsible Marketing? Cigarettes Smoking Video Case S.I Raleigh Wheels Out Steel Bicycle
Markets 152 Marketing 161
Repositioning 153 Case 5.2 Is There a Trek Bicycle for Everybody? 162
Developing Sales Forecasts 153 Strategic Case 2 Marriott Getting Down to Business with
Sustainable Marketing: Green Positioning Business Travelers 163
for Tourism 153
Part 3: Customer Behavior and E-Marketing 165
Chapter 6: Consumer Behavior I 66 Entrepreneurial Marketing: Some Can Face ft-Some Can t 187
Culture and Subcultures 187
Consumer Misbehavior 190
Pet Ownership Lifestyle Creates New Marketing
Opportunities 167
Consumer Buying Decision Responsible Marketing? Banks in Credit Trouble 190
Process 168 Summary 191
Problem Recognition 168 Important Terms 193
Information Search 169 Discusion and Review Questions 193
Application Questions 194
Evaluation of Alternatives 170 Internet Exercise 194
Purchase 170 Developing Your Marketing Plan 194
Postpurchase Evaluation 171 Video Case 6.1 Click to Get Away witn Traveloaty 195
Situational Influences on the Buying Decision Case 6.2 lams Understands People Who Love Pets 196
Process 171
Psychological Influences on the Buying Decision Chapter 7: Business
Process 172 Buying Behavior 198
Perception 173
Motives 174
Sustainable Marketing: Consumers Choose Organic
Foods 176
Google Ad(d)s Up to $24 Billion Annually 199
Business Markets 200
Producer Markets 200
Reseller Markets 201
Learning 176
Responsible Marketing? For Mattel, Did Outsourcing Mean
Attitudes 177 Out of Control? 202
Personality and Self-Concept 178 Government Markets 202
Lifestyles 179 Institutional Markets 203
Level of Involvement and Consumer
Problem-Solving Processes 180
Dimensions of Marketing to Business Customers 203
Characteristics of Transactions with Business Customers 203
Marketing in Transition: Using Colors to Impact Attributes of Business Customers 204
Consumers 181
Primary Concerns of Business Customers 205
Methods of Business Buying 206
Sustainable Marketing: Can We Help Kids by Day
and Kill Trees by Night? 206
Family Influences 183 Types of Business Purchases 207
Social Influences on the Buying Decision
Process 182
Roles 182
Reference Groups 184
Opinion Leaders 185
Social Classes 185
Demand for Business Products 207
Entrepreneurial Marketing: Steelcase Wants to Keep Business
Customers Healthy 209
Marketing in Transition: Virtual Trade Shows: Everything But Discussion and Review Questions 251
the Jet Lag and Freebies 209 Application Questions 252
Business Buying Decisions 210 Internet Exercise 252
The Buying Center 210 Developing Your Marketing Plan 252
Stages of the Business Buying Decision Process 210 video Case 8.1 Lonely Planet Provides Guidance to Global
Influences on the Business Buying Decision Process 212 Explorer 253
Case 8.2 Nokia Leads with Global Strategy 254
Chapter 9: Digital Marketing
and Social Media 256
Using Industrial Classification Systems 213
Identifying Potential Business Customers 213
Estimating Purchase Potential 215
Summary 216
Important Terms 217 Nestle Experiences the Dark Side
Discussion and Review Questions 217 of Social Media 257
Application Questions 218 Growth and Benefits of E-Marketing 258
Internet Exercise 218 Characteristics of E-Marketing 259
Developing Your Marketing Plan 218 Addressability 259
Video Case 7. i Numi Tea Pours It on with Resellers 219 Interactivity 261
Case 7.2 Bombardier Serves Multiple Business Markets 220 Accessibility 261
Connectivity 262
Control 262
Chapter 8: International
Marketing 222 Types of Consumer-Generated Marketing
Harley Rides into India 223 and Digital Media 263
The Nature of Global Marketing Strategy 224 Social Networks 264
Environmental Forces in Global Markets 225 Marketing in Transition: Facebook Can Be a Marketer s Best
Sociocultural Forces 225 Friend 264
Sustainable Marketing: China Is Going Green 227 Blogs and Wikis 268
Economic Forces 227 Responsible Marketing? Yelp Provides Customer Reviews, But
Political, Legal, and Regulatory Forces 228 Does !t Also Hurt Businesses? 268
Ethical and Social Responsibility Forces 230 Photo Sharing 269
Responsible Marketing? Would You Like Paper... or Paper? Video Sharing 270
The Worldwide Debate on Paper versus Plastic Bags 230 Podcasting 271
Competitive Forces 232 Virtual Realities 271
Technological Forces 234 Changing Digital Media Behaviors
Regional Trade Alliances, Markets, of Consumers 272
and Agreements 235 Online Consumer Behavior 273
The North American Free Trade Agreement (NAFTA) 235 E-Marketing Strategy 275
The European Union (EU) 236 Product Considerations 275
Southern Common Market (MERCOSUR) 237 Distribution Considerations 276
The Asia-Pacific Economic Cooperation (APEC) 237 Promotion Considerations 277
Entrepreneurial Marketing: Entrepreneurs Take on Chinese Pricing Considerations 277
Piracy: The Story of BraBaby 238 Using Digital Media in Marketing Research 278
The World Trade Organization (WTO) 238 Ethical and Legal Issues 280
Modes of Entry into International Markets 239 Privacy 280
Importing and Exporting 239 Sustainable Marketing: Social Networks Advance
Trading Companies 240 Sustainability 281
Licensing and Franchising 241 Online Fraud 282
Contract Manufacturing 242 Intellectual Property 283
Joint Ventures 242 Summary 284
Direct Ownership 243 Important Terms 286
Global Organizational Structures 244 Discussion and Review Questions 286
Export Departments 244 Application Questions 286
International Divisions 245 Internet Exercise 287
Internationally Integrated Structures 246 Developing Your Marketing Plan 287
Marketing in Transition: Kit-Kat Shifts to Fair Trade 247 Vido Case 9.1 RougeSheeP s Postage APP: The Postcord
Customization versus Globalization of
of the Future 288
International Marketing Mixes 248 Case 9.2 Twitter Emergesas a Digital Marketing Tool 289
Strategic Case 3 McDonalds Marketing Serves Up Global
Summary 250 and Local proflts 290
Important Terms 251
Part 4: Product Decisions 293
Chapter I 0: Product Decisions 294 Developing New Products 324
Procter Gamble Makes Inroads in India 295 Idea Generation 325
What Is a Product? 296 Scneenmg 327
Classifying Products 298 Concept Testrng 327
Business Analysis 328
Consumer Products 299
Sustainable Marketing: Honeywell Focuses on Green-Earning Product Development 329
Money and Saving the Planet 301 Test Marketing 329
Business Products 301 Commercialization 330
Entrepreneurial Marketing: Blendtec Asks, Product Differentiation through Quality, Design,
Will It Blend? 303 and Support Services 332
Product Line and Product Mix 303 Product Quality 333
Product Life Cycles and Marketing Strategies 304 Product Design and Features 333
Introduction 304 Marketing in Transition: Mobile Food Trucks Provide
Marketing in Transition: A Love/Hate Relationship with the Service 334
World of Digital Books 306 Product Support Services 334
Growth 306 Product Positioning and Repositioning 335
Responsible Marketing? Digital Rights Management: Changing Perceptual Mapping 335
the Convenience Levels When Shopping for Music 307 Bases for Positioning 336
Maturity 308 Repositioning 337
Decline 309 Product Deletion 337
The Product Adoption Process 311 Responsible Marketing? Inventor Wages War against Plastic
Why Some Products Fail and Others Succeed 312 Bags 338
Summary 314 Managing Services as Products 339
Important Terms 315 Nature and Importance of Services 339
Discussion and Review Questions 316 Characteristics of Services 339
Application Questions 316 Creating Marketing Mixes for Services 342
Internet Exercise 316 Entrepreneurial Marketing: Viewpoints Network Creates a
Developing Your Marketing Plan 317 Business around Brand Management 348
Video Case 10.1 Artistry Meets Affordability with Blu Dot Organizing to Develop and Manage
Furniture 317 Products 348
Case 10.2 Dell Develops New Products as Customer
Needs Change 318 Summary 350
Important Terms 351
Discussion and Review Questions 352
Application Questions 352
Internet Exercise 353
Chapter 11: Developing and Managing
Goods and Services 320
Home Depot Embraces Technology to Improve Developing Your Marketing Plan 353
Service 321 Video Case 11.1 Harley-Davidson: More Than Just
Managing Existing Products 322 a Motorcycle 354
Case 11.2 Pepsi Sales Bubble with Limited-Edition
Line Extensions 322 Soft Drinks 355
Product Modifications 323 Strategic Case 4 Digital Photo Products Put Shutterfly in the
Marketing in Transition: Gillette s Target Market Criticizes profit Zone 356
Upgrades 323
Part 5: Pricing Decisions 359
Chapter 12: Strategic Pricing Price and Nonprice Competition 363
Management 360 Price Competition 363
Nonprice Competition 364
Does Freemium Pricing Pay? 361 Entrepreneurial Marketing: A Cell Phone at Any Cost 365
The Nature of Price 362 Analysis of Demand 365
Terms Used to Descnbe Pnce 362 The Demand Curve 365
The Importance of Price to Marketers 362
Demand Fluctuations 366 Return on Investment 391
Assessing Price Elasticity of Demand 367 Market Share 391
Demand, Cost, and Profit Relationships 368 Cash Flow 392
Marginal Analysis 368 Status Quo 392
Sustainable Marketing: Will Buyers Pay More for Green Product Quality 392
Products? 371 Assessment of the Target Market s Evaluation
Break-Even Analysis 372 of Price 392
Factors That Affect Pricing Decisions 373 Evaluation of Competitors Prices 393
Organizational and Marketing Objectives 373 Marketing in Transition: Pricing Virtual Products 394
Responsible Marketing? Credit Limits 374 Selection of a Basis for Pricing 394
Types of Pricing Objectives 374 Cost-Based Pricing 395
Costs 374 Demand-Based Pricing 396
Other Marketing Mix Variables 374 Sustainable Marketing: Going Green, Saving Green 396
Channel Member Expectations 375 Competition-Based Pricing 397
Customers Interpretation and Response 375 Selection of a Pricing Strategy 398
Marketing in Transition: Groupon s Group Deals Bring in Differential Pricing 398
Business 377 Responsible Marketing? Nonstop Pricing 399
Competition 378 New-Product Pricing 400
Legal and Regulatory Issues 379 Entrepreneurial Marketing: TerraCycle Turns Trash
Pricing for Business Markets 379 into Cash 401
Price Discounting 380 Product-Line Pricing 401
Geographic Pricing 381 Psychological Pricing 403
Transfer Pricing 382 Professional Pricing 406
Summary 382 Promotional Pricing 406
Important Terms 384 Determination of a Specific Price 407
Discussion and Review Questions 384 Summary 408
Application Questions 384 Important Terms 409
Internet Exercise 385 Discussion and Review Questions 410
Developing Your Marketing Plan 385 Application Questions 410
Video Case 12.1 Washburn Guitars Tunes Up Pricing Internet Exercise 410
Decisions 385 Developing Your Marketing Plan 411
Case 12.2 Order Just About Anything from Amazon at a Reasonable Video Case 13.1 Is Smart Car s Price Smart? 411
Price 386 Case 13.2 Apple /Phone Pricing Dials Up Customer Demand 412
Chapter 13: Pricing Decisions 388
Talk Is Not Always Cheap 389
Development of Pricing Objectives 390
Survival 391
Profit 391
Part 6: Distribution Decisions 417
Strategic Case 5 Tata s Nano Steers into Low Pricing 414
Chapter 14: Supply-Chain Management Intensity of Market Coverage 430
Intensive Distribution 431
Selective Distribution 432
Exclusive Distribution 432
Strategic Issues in Marketing Channels 433
Competitive Priorities in Marketing Channels 433
Channel Leadership, Cooperation, and Conflict 433
Supply Chains 422 Marketing in Transition: Can Independent Retailers
The Significance of Marketing Channels 423 Survive? 435
Types of Marketing Channels 424 Channel Integration 437
Selecting Marketing Channels 428 Physical Distribution in Supply-Chain
Responsible Marketing? Duke Power Tries to Come Management 438
and Marketing Channels 418
Coca-Cola Seeks More Control over Distribution
Channels 419
Foundations of the Supply Chain 420
The Role of Marketing Channels in
Clean 430
Order Processing 440
Inventory Management 441 Specialty Retailers 464
Materials Handling 441 Entrepreneurial Marketing: Tara s Organic Ice Cream:
Warehousing 442 A Growing Niche Business 464
Sustainable Marketing: Green Practices in Physical Strategic Issues in Retailing 466
Distribution 443 Location of Retail Stores 466
Transportation 444 Marketing in Transition: Want to Go to the Mall? Not All
Entrepreneurial Marketing: French Fries Go Back to the Retailers Do 466
Future-By Rail! 446 Retail Positioning 469
Legal Issues in Channel Management 447 Store Image 469
Dual Distribution 447 Category Management 470
Restricted Sales Territories 448 Sustainable Marketing: Retailers Tap Green Power 470
Tying Agreements 448 Direct Marketing and Direct Selling 471
Exclusive Dealing 448 Direct Marketing 471
Refusal to Deal 448 Direct Selling 473
Summary 449 Automatic Vending 474
Important Terms 451 Franchising 474
Discussion and Review Questions 451 Major Types of Retail Franchises 476
Application Questions 452 Advantages and Disadvantages of Franchising 476
Internet Exercise 452 Wholesaling 477
Developing Your Marketing Plan 452 Services Provided by Wholesalers 478
Video Case 14.1 Netflix s Distribution Goes Beyond Disks 453 Types of Wholesalers 479
Case 14.2 Dell Direct and Not-So-Direct 454
Summary 484
Important Terms 486
Discussion and Review Questions 486
Chapter 15: Retailing, Wholesaling,
and Direct Marketing 456 Application Questions 487
Walmart Goes Smaller 457 Internet Exercise 487
Retailing 458 Developing Your Marketing Plan 487
Responsible Marketing? Starbucks Tries to Serve All Video Case 15-1 Eastern Mountain Sports Is Poised to Climb
Stakeholders 459 Higher 488
Major Types of Retail Stores 459 Cose l5 2 Tesco Fresnens UP Fresn and Eas/S Retail Strategy 489
General-Merchandise Retailers 460 Strategic Case 6 GameStop Plays to Win 491
Part 7: Promotion Decisions 493
Chapter 16: Integrated Marketing The Promotion Mix 504
Communications 494 Advertising 504
Personal Selling 505
La Musica to the Ears: State Farm Reaches the Sustainable Marketing: Advertising Agencies
Hispanic Population with a Band 495 Go Green 595
The Nature of Integrated Marketing Public Re|ations 506
Communications 496 Responsible Marketing? Using Guerilla Marketing to Create
Promotion and the Communication Process 497 Buzz: To Regulate or Not to Regulate? 507
The Role and Objectives of Promotion 500 Sales Promotion 508
Create Awareness 501 Selecting Promotion Mix Elements 509
Stimulate Demand 502 Promotional Resources, Objectives, and Policies 509
Encourage Product Trial 502 Characteristics of the Target Market 509
Identify Prospects 502 Characteristics of the Product 510
Retain Loyal Customers 503 Costs and Availability of Promotional Methods 511
Facilitate Reseller Support 503 Push and Pull Channel Policies 511
Combat Competitive Promotional Efforts 503 The Growing Importance of Word-of-Mouth
Reduce Sales Fluctuations 503 Communications 512
Marketing in Transition: Hulu.com Gives Advertisers Viewers Video Case 17.1 Vans Leverages Athletes in Its Advertising
When and How They Want Them 513 Platform 550
Entrepreneurial Marketing: Comic Book Marketing Creates Case 17.2 Toyota Uses Advertising to Restore Trust 551
Buzz 514
Product Placement 515 Chapter 18: Personal Selling and Sales
Criticisms and Defenses of Promotion 516 Promotion 552
Is Promotion Deceptive? 516
Does Promotion Increase Prices? 516
Does Promotion Create Needs? 517
IBM s Celebrity Salesman 553
The Nature of Personal Selling 554
Elements of the Personal Selling Process 555
Does Promotion Encourage Materialism? 517 Marketing in Transition: Coupons Go High Tech 556
Does Promotion Help Customers without Costing Too Prospecting 556
Much?517 Preapproach 557
Should Potentially Harmful Products Be Promoted? 517 Approach 558
Summary 518 Making the Presentation 558
Important Terms 519 Overcoming Objections 559
Discussion and Review Questions 519 Closing the Sale 559
Application Questions 520 Following up 559
Internet Exercise 520
Developing Your Marketing Plan 520 Types of Salespeople 559
Video Case 16.1 The Toledo Mud Hens Make Order Getters 559
Marketing Fun 521 Order Takers 560
Case 16.2 At Southwest Airlines, We Love Your Bags 522 Support Personnel 560
Selected Types of Selling 561
Chapter 17: Advertising and Public Team Selling 561
Relations 524 Relationship Selling 561
Is 3-D the Future? 525 Managing the Sales Force 562
Establishing Sales Force Objectives 563
The Nature and Types of Advertising 526 Determining Sales Force Size 563
Developing an Advertising Campaign 527 Recruiting and Selecting Salespeople 563
Identifying and Analyzing the Target Audience 528 Training Sales Personnel 564
Defining the Advertising Objectives 528
Creating the Advertising Platform 529 Motivating Salespeople 567
Determining the Advertising Appropriation 530 Managing Sales Terntones 568
Developing the Media Plan 531 Contro ling and Eva uating Saes Force Performance 569
Creating the Advertising Message 535 The Nature of Sales Promotion 569
Executing the Campaign 537 Sustainable Marketing: Avon Empowers Women
Evaluating Advertising Effectiveness 537 Environmentally 570
Who Develops the Advertising Campaign? 539
Public Relations 540
Consumer Sales Promotion Methods 571
Responsible Marketing? Saving with Internet
Public Relations Tools 541 Coupons 571
Entrepreneurial Marketing: Womankind: An Advertising Trade Sales promotion Methods 576
Agency for Women 542
Marketing in Transition: Viral Expansion: The Good Summary 578
and the Bad 542 Important Terms 579
Sustainable Marketing: Sustainable Organization Beats Dicussion and Review Questions 579
Recession 544 Application Questions 580
internet Exercise 580
Evaluating Public Relations Effectiveness 545 Developing Your Marketing Plan 581
Dealing with Unfavorable Public Relations 545 Video Case 18.1 Murray s Cheese Achieves Success thtough
Summary 546 Personal Selling 581
Important Terms 548 Case 18.2 Direct Selling in China Booms in the 21st
Discussion and Review Questions 548 Century 582
Application Questions 548 Strategic Case 7 Indy Racing League (IRL) Focuses on Integrated
Internet Exercise 549 Marketing Communications 584
Developing Your Marketing Plan 549
Appendix A: Careers in Marketing A-1 Appendix C: Sample Marketing
Career Choices Are Major Life Plan A-27
Choices A-1 Executive Summary A-27
Personal Factors Influencing Career Choices A-1 Environmental Analysis A-27
Job Search Activities A-2 The Marketing Environment A-27
Planning and Preparation A-4 Target Market(s) A-28
The Resume A-4 Current Marketing Objectives and Performance A-29
The Job Interview A-6 SWOT Analysis A-29
After the Interview A-7 Strengths A-29
After the Hire A-7 Weaknesses A-29
Types of Marketing Careers A-8 Opportunities A-30
Marketing Research A-8 Threats A-30
Sales A-9 Matching Strengths to Opportunities/Converting
Industrial Buying A-10 Weaknesses and Threats A-30
Public Relations A-10 Marketing Objectives A-31
Distribution Management A-1 I Marketing Strategies A-31
Product Management A-12 Target Market(s) A-31
Advertising A-12 Marketing Mix A-32
Retail Management A-13 Marketing Implementation A-32
Direct Marketing A-14 Marketing Organization A-32
E-Marketing and Customer Relationship Activities, Responsibility, and Timetables
Management A-14 for Completion A-33
Evaluation and Control A-33
Performance Standards and Financial Controls A-33
Appendix B: Financial Analysis in
Marketing A-1 7 Monitoring Procedures A-34
The Income Statement A-17
Performance Ratios A-20 Glossary G-l
Operating Ratios A-21 Notes N-l
Inventory Turnover Rate A-21 Name Index I-I
Return on Investment A-21
Price Calculations A-23 Organization Index 1-9
Markups A-23 Subject Index 1-21
Markdowns A-24
Discussion and Review Questions A-25
|
| any_adam_object | 1 |
| author | Hult, G. Tomas M. 1967- Pride, William M. Ferrell, O. C. 1943- |
| author_GND | (DE-588)128685832 (DE-588)170564193 (DE-588)124804926 |
| author_facet | Hult, G. Tomas M. 1967- Pride, William M. Ferrell, O. C. 1943- |
| author_role | aut aut aut |
| author_sort | Hult, G. Tomas M. 1967- |
| author_variant | g t m h gtm gtmh w m p wm wmp o c f oc ocf |
| building | Verbundindex |
| bvnumber | BV040306434 |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)802630240 (DE-599)BVBBV040306434 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 5. ed., International ed. |
| format | Book |
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| genre | (DE-588)4123623-3 Lehrbuch gnd-content |
| genre_facet | Lehrbuch |
| id | DE-604.BV040306434 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T16:12:06Z |
| institution | BVB |
| isbn | 9781133190974 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-025161338 |
| oclc_num | 802630240 |
| open_access_boolean | |
| owner | DE-1050 DE-20 |
| owner_facet | DE-1050 DE-20 |
| physical | getr. Zählung Ill., graph. Darst. |
| publishDate | 2013 |
| publishDateSearch | 2013 |
| publishDateSort | 2013 |
| publisher | South-Western, Cengage Learning |
| record_format | marc |
| spellingShingle | Hult, G. Tomas M. 1967- Pride, William M. Ferrell, O. C. 1943- Marketing foundations Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4123623-3 |
| title | Marketing foundations |
| title_auth | Marketing foundations |
| title_exact_search | Marketing foundations |
| title_full | Marketing foundations G. Tomas M. Hult ; William M. Pride ; O.C. Ferrell |
| title_fullStr | Marketing foundations G. Tomas M. Hult ; William M. Pride ; O.C. Ferrell |
| title_full_unstemmed | Marketing foundations G. Tomas M. Hult ; William M. Pride ; O.C. Ferrell |
| title_short | Marketing foundations |
| title_sort | marketing foundations |
| topic | Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025161338&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT hultgtomasm marketingfoundations AT pridewilliamm marketingfoundations AT ferrelloc marketingfoundations |