Contents

Publisher Information ix

Chapter 1: What is Marketing?

1.1 Defining Marketing 2

1.2 Who Does Marketing? 10
1.3 Why Study Marketing? 13
1.4 Themes and Organization of This Book 17
1.5 Discussion Questions and Activities 23

Chapter 2: Strategic Planning

2.1 The Value Proposition 26

2.2 Components of the Strategic Planning Process 29
2.3 Developing Organizational Objectives and Formulating Strategies 41
2.4 Where Strategic Planning Occurs within Firms 46
2.5 Strategic Portfolio Planning Approaches 51
2.6 Discussion Questions and Activities 55

Chapter 3: Consumer Behavior: How People Make Buying Decisions

3.1 Factors That Influence Consumers’ Buying Behavior 57

3.2 Low-Involvement Versus High-Involvement Buying Decisions and the Consumer’s 76
Decision-Making Process
3.3 Discussion Questions and Activities 85

Chapter 4: Business Buying Behavior

4.1 The Characteristics of Business-to-Business (B2B) Markets 87

4.2 Types of B2B Buyers 91
4.3 Buying Centers 97
4.4 Stages in the B2B Buying Process and B2B Buying Situations 102
4.5 International B2B Markets and E-commerce 108
4.6 Ethics in B2B Markets 115
4.7 Discussion Questions and Activities 119
Chapter 5: Market Segmenting, Targeting, and Positioning

5.1 Targeted Marketing versus Mass Marketing 122

5.2 How Markets Are Segmented 130
5.3 Selecting Target Markets and Target-Market Strategies 148
5.4 Positioning and Repositioning Offerings 154
5.5 Discussion Questions and Activities 157

Chapter 6: Creating Offerings

6.1 What Composes an Offering? 159

6.2 Types of Consumer Offerings 170
6.3 Types of Business-to-Business (B2B) Offerings 175
6.4 Branding, Labeling, and Packaging 179
6.5 Managing the Offering 184
6.6 Discussion Questions and Activities 186

Chapter 7: Developing and Managing Offerings

7.1 The New Offering Development Process 188

7.2 Managing New Products: The Product Life Cycle 197
7.3 Discussion Questions and Activities 211

Chapter 8: Using Marketing Channels to Create Value for Customers

8.1 Marketing Channels and Channel Partners 214

8.2 Typical Marketing Channels 223
8.3 Functions Performed by Channel Partners 235
8.4 Marketing Channel Strategies 240
8.5 Channel Dynamics 245
8.6 Discussion Questions and Activities 252

Chapter 9: Using Supply Chains to Create Value for Customers

9.1 Sourcing and Procurement 254

9.2 Demand Planning and Inventory Control 261
9.3 Warehousing and Transportation 269
9.4 Track and Trace Systems and Reverse Logistics 277
9.5 Discussion Questions and Activities 280
Chapter 10: Gathering and Using Information: Marketing Research and Market
Intelligence

10.1 Marketing Information Systems 282

10.2 Steps in the Marketing Research Process 293
10.3 Discussion Questions and Activities 317

Chapter 11: Integrated Marketing Communications and the Changing Media Landscape

11.1 Integrated Marketing Communications (IMC) 320

11.2 The Promotion (Communication) Mix 325
11.3 Factors Influencing the Promotion Mix, Communication Process, and Message Problems 328
11.4 Advertising and Direct Marketing 332
11.5 Message Strategies 334
11.6 The Promotion Budget 341
11.7 Sales Promotions 343
11.8 Discussion Questions and Activities 350

Chapter 12: Public Relations, Social Media, and Sponsorships

12.1 Public Relations Activities and Tools 352

12.2 Social Media 359
12.3 Discussion Questions and Activities 362

Chapter 13: Professional Selling

13.1 The Role Professional Salespeople Play 364

13.2 Customer Relationships and Selling Strategies 371
13.3 Sales Metrics (Measures) 379
13.4 Ethics in Sales and Sales Management 387
13.5 Integrating Sales and Marketing 392
13.6 Outsourcing the Sales Function 399
13.7 Discussion Questions and Activities 402

Chapter 14: Customer Satisfaction, Loyalty, and Empowerment

14.1 Customer Communities 405

14.2 Loyalty Management 412
14.3 Customer Satisfaction 421
14.4 Ethics, Laws, and Customer Empowerment 429
14.5 Discussion Questions and Activities 436
Chapter 15: Price, the Only Revenue Generator

15.1 The Pricing Framework and a Firm’s Pricing Objectives 439

15.2 Factors That Affect Pricing Decisions 443
15.3 Pricing Strategies 448
15.4 Discussion Questions and Activities 455

Chapter 16: The Marketing Plan

16. The Marketing Plan 457

16.1 Marketing Planning Roles 459
16.2 Functions of the Marketing Plan 461
16.3 Forecasting 475
16.4 Ongoing Marketing Planning and Evaluation 482
16.5 Discussion Questions and Activities 487

Supplementary Material 488