Marketing 3rd Edition by Shane Hunt, John Mello, George Deitz ISBN 9781260575934 1260575934

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ISBN 10: 1260575934
ISBN 13: 9781260575934
Author: Shane Hunt, John Mello, George Deitz

Marketing 3rd Edition Table of contents:

Part One: Marketing in the Twenty-First Century
Chapter 1: Why Marketing Matters to You
Executive Perspective
The Value of Marketing
Creating Value
Communicating Value
Delivering Value
History of Marketing
Production Orientation
Sales Orientation
Marketing Concept
The Future of Marketing
Needs Versus Wants
Distinguishing Needs from Wants
The Ethical Implications of Needs versus Wants
The Marketing Mix: The Four Ps
Product
Price
Place
Promotion
Application Exercise 1-1: Social Media in Action
Trends Affecting Marketing
Global Marketing
Marketing Analytics
Ethics in Marketing
Application Exercise 1-2
Marketing for Nonprofit Organizations
Today’s Professional
Marketing Yourself
Application Exercise 1-3
Summary
Key Terms
Marketing Plan Exercise
Discussion Questions
Social Media Application
Marketing Analytics Exercise
Ethical Challenge
Video Case
Career Tips
Chapter Notes
Chapter 2: Strategic Planning
Executive Perspective
The Importance of Strategic Planning
Mission Statement
The Marketing Plan
Executive Summary
Situation Analysis
Marketing Strategy
Financials
Controls
Tools and Techniques for the Situation Analysis
Market Summary
SWOT Analysis
Application Exercise 2-1
Competition Analysis
Basic Tools and Techniques of Marketing Strategy
Segmentation, Target Markets, and Positioning
Strategic Direction
Application Exercise 2-2
Marketing Mix
Application Exercise 2-3: Social Media in Action
Marketing Strategy in a Global Context
Exporting
Licensing
Franchising
Joint Venture
Direct Ownership
Application Exercise 2-4
Marketing Analytics
Return on Marketing Investment
Revenue Analysis
Market Share Analysis
Profitability Analysis
Today’s Professional
Summary
Key Terms
Marketing Plan Exercise
Discussion Questions
Social Media Application
Marketing Analytics Exercise
Ethical Challenge
Video Case
Career Tips
Chapter Notes
Appendix 2 Sample Marketing Plan: Cuisine Masters Restaurant Supply
Chapter 3: The Global Environment
Executive Perspective
Competitive Environment
Direct Competition
Indirect Competition
External Marketing Environment
Economic Factors
Demographic Factors
Application Exercise 3-1: Social Media in Action
Sociocultural Factors
Political Factors
Legal Factors
Technological Factors
Application Exercise 3-2
International Marketing Environment
Currency Fluctuation
Income Distribution
Using Metrics to Analyze International Markets
Major Trade Agreements and Organizations
Application Exercise 3-3
Technology
Cultural Fit
Today’s Professional
Interactive Assignment 3-4
Nonprofit Marketing Environment
Economic Factors
Political Factors
Legal Factors
Technology Factors
Summary
Key Terms
Marketing Plan Exercise
Discussion Questions
Social Media Application
Marketing Analytics Exercise
Ethical Challenge
Video Case
Career Tips
Chapter Notes
Part Two: Understanding Your Customer
Chapter 4: Consumer Behavior
Executive Perspective
Understanding Consumer Behavior
Traditional Perspectives on Consumer Decision Making
Inside Buyers’ Brains
Consumer Decision-Making Processes
Problem Recognition
Information Search
Application Exercise 4-1: Social Media in Action
Evaluating Alternatives
Outlet Selection and Purchase
Post-Purchase Evaluation
Application Exercise 4-2
Cultural and Social Influences on Consumer Behavior
Culture
Social Factors
Individual Influences on Consumer Behavior
Personality
Lifestyle
Values
Psychological Influences on Consumer Behavior
Perception
Motivation
Attitudes
Learning
Application Exercise 4-3
Situational Influences on Consumer Behavior
Time
Involvement
Business-to-Business Marketing
Professional Purchasing
Derived Demand
Fewer Buyers, Larger Purchases
Types of Business Customers
Producers
Reseller Markets
Government Markets
Institutional Markets
Business Buying Behavior
B2B Buying Situations
Today’s Professional
Buying Centers
Summary
Key Terms
Marketing Plan Exercise
Discussion Questions
Social Media Application
Marketing Analytics Exercise
Ethical Challenge
Video Case
Career Tips
Chapter Notes
Chapter 5: Marketing Research
Executive Perspective
Transforming Market Information into Consumer Insights
What Is Marketing Research?
Challenges to Conducting Effective Marketing Research
Marketing Research and You
Managing Market Information
The Rise of Big Data
Marketing Information Systems
The Marketing Research Process
Step 1: Define the Problem
Step 2: Develop a Research Plan
Step 3: Collect Data
Step 4: Analyze the Data
Step 5: Present Results and Take Action
Application Exercise 5-1
Global Marketing Research
Challenges Unique to International Marketing Research
Twenty-First-Century Marketing Research Trends
Using Social Media for Research
Application Exercise 5-2: Social Media in Action
Mobile Marketing Research
Neuromarketing
Application Exercise 5-3
Marketing Research Ethics
Privacy in a Digital Age
Standards for Ethical Marketing Research
Today’s Professional
Summary
Key Terms
Marketing Plan Exercise
Discussion Questions
Social Media Application
Marketing Analytics Exercise
Ethical Challenge
Video Case
Career Tips
Chapter Notes
Chapter 6: Product Development
Executive Perspective
What Is a New Product?
New-to-the-Market Products
New-Category Entries
Product-Line Extensions
Revamped Products
Application Exercise 6-1
The Stages of New-Product Development
Stage 1: New-Product Strategy Development
Stage 2: Idea Generation
Stage 3: Idea Screening
Stage 4: Business Analysis
Stage 5: Product Development
Stage 6: Test Marketing
Stage 7: Product Launch
Application Exercise 6-2: Social Media in Action
Risks in New-Product Development
Categorizing Risks in New-Product Development
Reducing Risks in New-Product Development
Ethical and Sustainability Issues in New-Product Development
Ethical Issues
Sustainability Issues
Product Adoption
Types of Adopters
Product Characteristics
The Product Life Cycle
Stages of the Product Life Cycle
Today’s Professional
Application Exercise 6-3
Estimating the Length of a Product’s Life
Projecting the Shape of the PLC Curve
Strategic Implications for the Marketing Mix
Summary
Key Terms
Marketing Plan Exercise
Discussion Questions
Social Media Application
Marketing Analytics Exercise
Ethical Challenge
Video Case
Career Tips
Chapter Notes
Chapter 7: Segmentation, Targeting, and Positioning
Executive Perspective
Market Segmentation
The Importance of Market Segmentation
Criteria for Effective Market Segmentation
Segmentation Bases
Demographic Segmentation
Geographic Segmentation
Psychographic Segmentation
Application Exercise 7-1
Behavioral Segmentation
Business-to-Business Segmentation Bases
The Role of Social Media in Market Segmentation
Application Exercise 7-2: Social Media in Action
International Market Segmentation
International Segmentation Bases
International Market Segments and the Marketing Mix
Selecting Target Markets
Factors in Selecting Target Markets
Target Marketing Analytics
Target Marketing Strategies
Undifferentiated Targeting
Differentiated Targeting
Niche Marketing
Ethical Issues in Target Marketing
Today’s Professional
Market Positioning
Steps in Market Positioning
Application Exercise 7-3
Positioning Statement
Repositioning
Summary
Key Terms
Marketing Plan Exercise
Discussion Questions
Social Media Application
Marketing Analytics Exercise
Ethical Challenge
Video Case
Career Tips
Chapter Notes
Part Three: Reaching Your Customer
Chapter 8: Promotional Strategies
Executive Perspective
Promotion Mix
Elements of the Promotion Mix
Integrated Marketing Communications
Finding the Optimal Promotion Mix
Advertising
Television Advertising
Internet Advertising
Application Exercise 8-1: Social Media in Action
Print Advertising
Radio Advertising
Outdoor Advertising
Nontraditional Advertising
Application Exercise 8-2
Sales Promotion
Coupons
Rebates
Samples
Contests and Sweepstakes
Premiums
Loyalty Programs
Trade Sales Promotions
Personal Selling
Public Relations
Public Relations Tools
The Impact of Social Media on Public Relations
Crisis Management
The Changing Face of Public Relations
Promotional Metrics
Measuring Advertising Effectiveness
Measuring Social Media Effectiveness
Promotion-Mix Budgeting Strategies
Affordable Method
Percentage-of-Sales Method
Objective-and-Task Method
Application Exercise 8-3
Today’s Professional
Summary
Key Terms
Marketing Plan Exercise
Discussion Questions
Social Media Application
Marketing Analytics Exercise
Ethical Challenge
Video Case
Career Tips
Chapter Notes
Chapter 9: Personal Selling
Executive Perspective
Value Creation and Communication through Personal Selling
The Strategic Role of the Sales Force
Factors That Influence Use of Personal Selling
Personal Selling in the Digital Era
Career Opportunities in Sales
Types of Sales Positions
New-Business Salespeople
Order-Takers
Consultative Sellers
Missionary Salespeople
Key-Account Sellers
Sales Management and Support
Application Exercise 9-1
The Personal Selling Process
Prospecting and Qualifying
Pre-approach
Approach
The Presentation
Handling Objections
Gaining Commitment
Follow-Up
Applying the Personal Selling Process to Your Future Job Search
Application Exercise 9-2
Foundations of Sales Success
Positive Self-Concept
Market-Related Knowledge
Selling-Related Knowledge
Sales Technology and Social Selling
Sales Technology and Analytics
Social Selling
Application Exercise 9-3: Social Media in Action
Sales Force Strategy, Design, and Evaluation
Sales Force Structure
Sales Force Leadership
Ethical Issues in Personal Selling and Sales Management
Standards of Sales Professional Conduct
Today’s Professional
Summary
Key Terms
Marketing Plan Exercise
Discussion Questions
Social Media Application
Marketing Analytics Exercise
Ethical Challenge
Video Case
Career Tips
Chapter Notes
Chapter 10: Supply Chain and Logistics Management
Executive Perspective
Supply Chains
Supply Chain Flows through Marketing Channels
Supply Chain Management
What Is Supply Chain Management?
Supply Chain Integration
Supply Chain Strategy
Push Strategy
Pull Strategy
Hybrid (Push-Pull) Strategy
Selecting the Appropriate Strategy
Application Exercise 10-1
What Is Logistics?
The Impact of Logistics
Aligning Logistics with Supply Chain Strategies
Logistics Functions
Managing Inventories
Purchasing
Materials Management, Warehousing, and Distribution
Today’s Professional
Application Exercise 10-2: Social Media in Action
Supply Chains and Sustainability
Supply Chain Design and Sustainability
Application Exercise 10-3
Summary
Key Terms
Marketing Plan Exercise
Discussion Questions
Social Media Application
Marketing Analytics Exercise
Ethical Challenge
Video Case
Career Tips
Chapter Notes
Chapter 11: Pricing
Executive Perspective
The Importance of Pricing
The Price-Setting Process
Step 1: Define the Pricing Objectives
Step 2: Evaluate Demand
Step 3: Determine the Costs
Step 4: Analyze the Competitive Price Environment
Step 5: Choose a Price
Step 6: Monitor and Evaluate the Effectiveness of the Price
Application Exercise 11-1
Pricing Tactics
Markup Pricing
Odd/Even Pricing
Prestige Pricing
Loss-Leader Pricing
Seasonal Discounts
Price Bundling
Application Exercise 11-2
Technology and Pricing
Mobile Applications
Dynamic Pricing
Name-Your-Own-Price
Global Pricing
Gray Market
Tariffs
Today’s Professional
Dumping
Legal and Ethical Issues in Pricing
Price Discrimination
Application Exercise 11-3: Social Media in Action
Price Fixing
Predatory Pricing
Deceptive Pricing
U.S. Laws Affecting Pricing
Application Exercise 11-4
Summary
Key Terms
Marketing Plan Exercise
Discussion Questions
Social Media Application
Marketing Analytics Exercise
Ethical Challenge
Video Case
Career Tips
Chapter Notes
Chapter 12: Retailing
Executive Perspective
What Is Retailing? Why Is It Important?
Global Retailing, E-commerce, and the Ever-Changing Face of Retailing
Careers in Retailing
How Marketers Classify Retailers
Level of Service
Ownership and Organization
Breadth and Depth of Merchandise Assortment
Merchandise Pricing
Application Exercise 12-1
Types of Retail Stores
Discount Stores
Supermarkets and Grocery Stores
Warehouse Clubs
Convenience Stores
Drugstores
Department Stores
Specialty Stores
Off-Price and Extreme-Value Retailers
Services Retailers
Application Exercise 12-2
Online Retailing and Other Nonstore Retail Formats
Online Retailing
Catalog Marketing and Video Commerce
Automated Vending
Direct Selling
Application Exercise 12-3: Social Media in Action
Retail Marketing Strategy
Retailer Operational Efficiency
Store Location and Site Selection
Store Image and Retailer Positioning
Today’s Professional
Twenty-First-Century Retailing
Omnichannel Retailing
Big Data and Retail Analytics
Competing on Customer Experience
Retail Technology
Summary
Key Terms
Marketing Plan Exercise
Discussion Questions
Social Media Application
Marketing Analytics Exercise
Ethical Challenge
Video Case
Career Tips
Chapter Notes
Chapter 13: Digital and Social Media Marketing
Executive Perspective
The Digital Marketing Revolution
Societal Implications of an Always-Connected Consumer
“Never Leave Home without it”: The Impact of Mobile Technology on Social Media Use
Impact of the Digital Revolution on Marketing Practice
Application Exercise 13-1
Search Marketing: Increasing Online Brand Visibility
Search Engine Optimization (SEO) and Search Engine Marketing (SEM)
How Does Online Search Work?
Application Exercise 13-2
Social Media Marketing
Engaging Consumers through Social Media Marketing
Application Exercise 13-3: Social Media in Action
Content Marketing and Location-Based Services
Content Marketing Techniques and Sources
Location-Based Marketing: Bringing Relevance to Digital Content
Social Customer Care and Social Media Marketing Metrics
Social Listening and Customer Care
Social Media Marketing Metrics
Today’s Professional
Ethical Issues In Digital and Social Media Marketing
Online Privacy and Information Security
Unethical Targeting of Digital Customers
Ethical Best Practices in Social Media Marketing
Summary
Key Terms
Marketing Plan Exercise
Discussion Questions
Social Media Application
Marketing Analytics Exercise
Ethical Challenge
Video Case
Career Tips
Chapter Notes
Part Four Responding to Your Customer
Chapter 14: Branding
Executive Perspective
Branding
Developing Your Personal Brand
Components of a Successful Brand
Application Exercise 14-1
Brand Equity
Benefits of Brand Equity
Measuring Brand Equity
Brand Strategies
Brand Extension
Brand Revitalization
Co-Branding
Private-Label Brands
Packaging
Promoting Brand Image
Reinforcing Brand Image
Application Exercise 14-2
The Role of Social Media in Branding
Customer Engagement through Social Media
Social Media Branding Goals
Monitoring a Social Brand
Application Exercise 14-3: Social Media in Action
Global Branding
The Global Strength of U.S. Brands
Adapting Brands to the Global Market
Today’s Professional
Application Exercise 14-4
Branding for Nonprofit Organizations
Nonprofit Brand Equity
Measuring Nonprofit Brand Equity
Summary
Key Terms
Marketing Plan Exercise
Discussion Questions
Social Media Application
Marketing Analytics Exercise
Ethical Challenge
Video Case
Career Tips
Chapter Notes
Chapter 15: Customer Relationship Management
Executive Perspective
What Is Customer Service?
Defining Customer Service
Establishing Customer Service Policies
The Role of Social Media in Customer Service
Application Exercise 15-1: Social Media in Action
Tracking Performance through Customer Service Metrics
Application Exercise 15-2
Gaining and Keeping Loyal Customers
The Bases of Customer Satisfaction
The GAP Model
Limitations on Customer Satisfaction
Improving Customer Relationships
Relationship Marketing
Empowering Service Employees
Service Recovery
Customer Relationship Management
Objectives of Customer Relationship Management
The CRM Process
Application Exercise 15-3
Leveraging Customer Information
Security and Ethical Issues in Customer Relationship Management
Determining the Effectiveness of Customer Relationship Management
Today’s Professional
Summary
Key Terms
Marketing Plan Exercise
Discussion Questions
Social Media Application
Marketing Analytics Exercise
Ethical Challenge
Video Case
Career Tips
Chapter Notes
Chapter 16: Social Responsibility and Sustainability
Executive Perspective
Corporate Social Responsibility
Economic Dimension
Legal Dimension
Ethical Dimension
Philanthropic Dimension
Application Exercise 16-1
Developing a Successful Corporate Social Responsibility Program
Analytics for Auditing a Corporate Social Responsibility Program
Volunteerism
Sustainable Marketing
Sustainability Vision
Consumerism
Application Exercise 16-2
Environmental Marketing
Environmental Marketing Strategies
Application Exercise 16-3
Benefits of Environmental Marketing
Environmental Regulation
Global Environmentalism and Sustainability
Global Challenges and Opportunities
Today’s Professional
Rationalizing Global Sustainability
The Impact of Social Media on Corporate Social Responsibility
Social Media–Based Corporate Social Responsibility Initiatives
Social Media and Global Sustainability
Application Exercise 16-4: Social Media in Action
Summary
Key Terms
Marketing Plan Exercise
Discussion Questions
Social Media Application
Marketing Analytics Exercise
Ethical Challenge
Video Case
Career Tips
Chapter Notes

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Tags: Shane Hunt, John Mello, George Deitz, Marketing