Marketing Management 4th editon by Greg Marshall ISBN 1264155417 9781264155415

Chapter 1: Marketing in Today’s Business Milieu

Part One: Discover Marketing Management

Chapter 1: Introduction

Welcome to Marketing Management

Marketing Misconceptions

Behind the Misconceptions

Beyond the Misconceptions and Toward the Reality of Modern Marketing

Defining Marketing

Value and Exchange Are Core Marketing Concepts

A New Agenda for Marketing

Marketing’s Roots and Evolution

Pre-Industrial Revolution

Focus on Production and Products

Focus on Selling

Advent of the Marketing Concept

Post-Marketing Concept Approaches

Change Drivers Impacting the Future of Marketing

Shift to Product Glut and Customer Shortage

Shift in Information Power from Marketer to Customer

Shift in Generational Values and Preferences

Shift to Distinguishing Marketing (Big M) from marketing (little m)

Shift to Justifying the Relevance and Payback of the Marketing Investment

Your Marketing Management Journey Begins

Summary

Key Terms

Application Questions

Management Decision Case

From Clydesdales to Talking Frogs: Budweiser’s Strategic Adaptability Keeps It a Winner

Notes

Chapter 2: Marketing Foundations: Global, Ethical, Sustainable

Chapter 2: Introduction

Corporate Social Responsibility: The “Really” Big Picture

Marketing Is Not Limited by Borders

The Global Experience Learning Curve

Stage One: Companies with No Foreign Marketing

Stage Two: Companies with Foreign Marketing

Stage Three: International Marketing

Stage Four: Global Marketing

Understanding Global Markets

Essential Information

Emerging Markets

Multinational Regional Market Zones

Select the Global Market

Identify Selection Criteria

Evaluate Opportunities

Develop Global Market Strategies

Market Entry Strategies

Organizational Structure

Product

Consumers

Market Channels

Marketing Communications

Pricing

Ethics: At the Core of Successful Marketing Management

Ethics and the Value Proposition

Ethics and the Marketing Mix Elements

Code of Marketing (Business) Ethics

Sustainability: Not Only the Right Thing to do But Also a Good Marketing Strategy

Triple Bottom Line: The Link between Doing Well and Doing Good

Summary

Key Terms

Application Questions

Management Decision Case

Burberry: Destroying Clothes to Build a Brand

Notes

Chapter 3: Elements of Marketing Strategy, Planning, and Competition

Chapter 3: Introduction

Value is at the Core of Marketing

The Value Chain

Planning for the Value Offering

Marketing Planning is Both Strategic and Tactical

Everyone Owns Marketing Planning

Elements of Marketing Planning

Connecting the Marketing Plan to the Firm’s Business Plan

Organizational Mission, Vision, Goals, and Objectives

Organizational Strategies

Situation Analysis

Additional Aspects of Marketing Planning

Tips for Successful Marketing Planning

Visit the Appendix for a Marketing Plan Example

Summary

Key Terms

Application Questions

Management Decision Case

The Network Effect—Peloton’s Secret Weapon

Marketing Plan Exercises

Notes

Appendix: Cloudcab Small Jet Taxi Service

Note to Reader

Situation Analysis

Swot Summary/Analysis

Market Research

Marketing Goals and Objectives

Marketing Strategies

Implementation

Contingency Planning

Chapter 4: Market Research Essentials

Part Two: Use Information to Drive Marketing Decisions

Chapter 4: Introduction

Making Good Marketing Decisions—The Need to Know

Market Information System

The Nature of a Market Information System

Internal Sources—Collecting Information Inside the Company

External Sources—Collecting Information Outside the Company

Market Research Systems

The Importance of Market Research to Managers

The Market Research Process

Market Research Technology

Market Research Challenges in Global Markets

Summary

Key Terms

Application Questions

Management Decision Case

Booking.com—Building a Culture of Experimentation

Marketing Plan Exercise

Notes

Chapter 5: CRM, Big Data, and Marketing Analytics

Chapter 5: Introduction

Objectives and Capabilities of CRM

The CRM Process Cycle

Knowledge Discovery

Marketing Planning

Customer Interaction

Analysis and Refinement

More on Customer Touchpoints

CRM, Touchpoints, and Customer Trust

CRM Facilitates a Customer-Centric Culture

Big Data and Marketing Decision Making

Categories of Big Data: Structured and Unstructured

Big Data Sources and Implications

Marketing Analytics

Marketing Analytic Approaches

Capabilities of Marketing Analytics Supported by Big Data

The Marketing Dashboard

Goals and Elements of a Marketing Dashboard

Potential Pitfalls in Marketing Dashboards

Return on Marketing Investment (ROMI)

Cautions about Overreliance on ROMI

Proceed with Caution

Summary

Key Terms

Application Questions

Management Decision Case

Big Data—Potential Big Revenue for GM?

Marketing Plan Exercises

Notes

Chapter 6: Understand Consumer and Business Markets

Chapter 6: Introduction

The Power of the Consumer

Internal Forces Affect Consumer Choices

Personal Characteristics

Psychological Attributes

External Factors Shape Consumer Choices

Cultural Factors

Situational Factors

Social Factors

Level of Involvement Influences the Process

Decision Making with High Involvement

Decision Making with Low Involvement

The Consumer Decision-Making Process

Problem Recognition

Search for Information

Evaluation of Alternatives

Product Choice Decision

Post-Purchase Assessment

Organizational Buying: Marketing to a Business

Differences Between Business and Consumer Markets

Relationship with Customers

Number and Size of Customers

Geographic Concentration

Complexity of the Buying Process

Complexity of the Supply Chain

Demand for Products and Services

Buying Situations

Straight Rebuy

Modified Rebuy

New Purchase

Buying Centers

Members of the Buying Center

Pursuing the Buying Center

Key Players in Business Markets

The North American Industrial Classification System (NAICS)

Manufacturers

Resellers

Government

Institutions

The Business Market Purchase Decision Process

Problem Recognition

Define the Need and Product Specifications

Search for Suppliers

Seek Sales Proposals in Response to RFP

Make the Purchase Decision

Post-Purchase Evaluation of Product and Supplier

The Role of Technology in Business Markets

E-Procurement

Summary

Key Terms

Application Questions

Management Decision Case

Taking the Nike Experience Direct to Consumers

Marketing Plan Exercise

Notes

Chapter 7: Segmentation, Target Marketing, and Positioning

Chapter 7: Introduction

Fulfilling Consumer Needs and Wants

What is Segmentation?

Effective Segmentation

Segmenting Consumer Markets

Geographic Segmentation

Demographic Segmentation

Psychographic Segmentation

Behavioral Segmentation

Firms Use Multiple Segmentation Approaches Simultaneously

Segmenting Business Markets

Target Marketing

Analyze Market Segments

Develop Profiles of Each Potential Target Market

Select a Target Marketing Approach

Positioning

Perceptual Maps

Sources of Differentiation

Positioning Errors

Summary

Key Terms

Application Questions

Management Decision Case

Got Milk? What Kind?

Marketing Plan Exercises

Notes

Chapter 8: Product Strategy and New Product Development

Part Three: Develop the Value Offering–The Product Experience

Chapter 8: Introduction

Product: The Heart of Marketing

Product Characteristics

Product Classifications

Product Discrimination: Create a Point of Differentiation

Product Plan: Moving from One Product to Many Products

The Life of the Product: Building the Product Experience

Product Life Cycle Sales Revenue and Profitability

Product Life Cycle Timeline

Product Life Cycle Caveats

New Products—Creating Long-Term Success

“New” Defined

Reasons for New Product Success or Failure

New Product Development Process

Identify New Product Opportunities

Define the New Product Opportunity in the Market

Develop the New Product Opportunity

Consumer Adoption and Diffusion Process

Consumer Product Adoption Process

The Diffusion of Innovations

Summary

Key Terms

Application Questions

Management Decision Case

So Good So You: A (Functional) Shot a Day Keeps the Doctor Away

Marketing Plan Exercise

Notes

Chapter 9: Build the Brand

Chapter 9: Introduction

Brand: The Fundamental Character of a Product

Brands Play Many Roles

The Boundaries of Branding

Brand Equity—Owning a Brand

Dimensions of Brand Equity

Benefits of Brand Equity

Branding Decisions

Stand-Alone or Family Branding

National or Store Branding

Licensing

Co-Branding

Packaging and Labeling: Essential Brand Elements

Packaging Objectives

Effective Packaging

Labeling

Warranties and Service Agreements: Building Customer Confidence

Warranties Help Define the Brand

Summary

Key Terms

Application Questions

Management Decision Case

Brandless Asks: Are Brands Really Necessary?

Marketing Plan Exercise

Notes

Chapter 10: Service as the Core Offering

Chapter 10: Introduction

Why Service is Important

Service as a Differentiator

Service Drives the New Dominant Logic For Marketing

Characteristics of Services

Intangibility

Inseparability

Variability

Perishability

The Service-Profit Chain

Internal Service Quality

Satisfied, Productive, and Loyal Employees

Greater Service Value for External Customers

Customer Satisfaction and Loyalty

Revenue and Profit Growth

Service Attributes

Search Attributes

Experience Attributes

Credence Attributes

Importance of Understanding Service Attributes

Service Quality

Gap Analysis

SERVQUAL: A Multiple-Item Scale to Measure Service Quality

The SERVQUAL Instrument

Service Blueprints

Summary

Key Terms

Application Questions

Management Decision Case

Lightning Hockey: Champions On and Off the Ice

Marketing Plan Exercise

Notes

Chapter 11: Manage Pricing Decisions

Part Four: Price and Deliver the Value Offering

Chapter 11: Introduction

Price is a Core Component of Value

Southwest Airlines: A Cost Leader

Establish Pricing Objectives and Related Strategies

Penetration Pricing

Price Skimming

Profit Maximization and Target ROI

Competitor-Based Pricing

Value Pricing

Select Pricing Tactics

Product Line Pricing

Captive Pricing

Price Bundling

Reference Pricing

Prestige Pricing

Odd/Even Pricing

One-Price Strategy and Variable Pricing

Everyday Low Pricing (EDLP) and High/Low Pricing

Auction Pricing

Set the Exact Price

Cost-Plus Pricing/Markup on Cost

Markup on Sales Price

Average-Cost Pricing

Target Return Pricing

Determine Channel Discounts and Allowances

Cash Discounts

Trade Discounts

Quantity Discounts

Seasonal Discounts

Promotional Allowances

Geographic Aspects of Pricing

Execute Price Changes

Understand Legal Considerations in Pricing

Price-Fixing

Price Discrimination

Deceptive Pricing

Predatory Pricing

Fair Trade and Minimum Markup Laws

Summary

Key Terms

Application Questions

Management Decision Case

Surge Pricing: Good for Uber, But Is It a Surge of Customer Value?

Marketing Plan Exercise

Notes

Chapter 12: Manage Marketing Channels, Logistics, and Supply Chain

Chapter 12: Introduction

The Value Chain and Value Networks

Channels and Intermediaries

Functions of Channel Intermediaries

Physical Distribution Functions

Transaction and Communication Functions

Facilitating Functions

Disintermediation and E-Channels

Vertical Marketing Systems

Corporate Systems

Contractual Systems

Administered Systems

Channel Behavior: Conflict and Power

Selecting Channel Approaches

Distribution Intensity

Channel Control and Adaptability

Prioritization of Channel Functions—Push versus Pull Strategy

Logistics Aspects of Supply Chain Management

Order Processing

Warehousing and Materials Handling

Inventory Management

Transportation

Legal Issues in Supply Chain Management

Exclusive Dealing

Exclusive Territories

Tying Contracts

Retailing and Electronic Commerce

B2C E-Commerce

B2B E-commerce

Summary

Key Terms

Application Questions

Management Decision Case

Walmart Uses Blockchain to Trace Products Through Their Supply Chain

Marketing Plan Exercise

Notes

Chapter 13: Promotion Essentials: Digital and Social Media Marketing

Part Five: Communicate the Value Offering

Chapter 13: Introduction

Introduction to Promotion

The Marketing Manager’s Role in Promotional Strategy

Push and Pull Strategies

Internal Marketing

Hierarchy of Effects (AIDA) Model

Attention

Interest

Desire

Action

The Role of Digital Marketing in Communicating Value

Digital Advertising

E-Mail

Organizational Website

Search Engine Optimization (SEO)

Mobile Marketing

Managing Social Media Marketing: Now the Customer is Involved in the Dialogue

Types of Social Media

Assessing the Value of Social Media Marketing

Summary

Key Terms

Application Questions

Management Decision Case

Ipsy Rethinks the Use of Influencer Marketing

Marketing Plan Exercise

Notes

Chapter 14: Promotion Essentials: Legacy Approaches

Chapter 14: Introduction

Legacy Approaches to Promotion

Advertising

Types of Advertising

Advertising Execution and Media Types

The Role of the Creative Agency

Sales Promotion

Sales Promotion to Consumers

Sales Promotion to Channel Members

Public Relations (PR)

Gaining Product Publicity and Buzz

Securing Event Sponsorships

Crisis Management

Personal Selling—The Most Personal Form of Communication

Activities in Personal Selling

Sales in B2C versus B2B Markets

Classifying Sales Positions

The Personal Selling Process

Organizing the Sales Force

Managing the Sales Force

Summary

Key Terms

Application Questions

Management Decision Case

Nielsen Improves Ad Targeting through Addressable TV

Marketing Plan Exercise

Notes

Glossary

Glossary

Company Index

Company Index

Name Index

Name Index

Subject Index

Subject Index

Accessibility Content: Text Alternatives for Images

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