Marketing (with InfoTrac)

, by Lamb, Charles W.; Hair, Joe F.; McDaniel, Carl

Note: Supplemental materials are not guaranteed with Rental or Used book purchases.

ISBN: 9780324221558 | 032422155X
Cover: Hardcover
Copyright: 1/5/2005

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$238.34

The exciting new edition of Marketing continues the established tradition of adding value far beyond the expectations of learners. Extensive research has been done to ensure this edition provides a comprehensive, up-to-the-minute introduction to the field of marketing. Key principles are illustrated by hundreds of fresh, new examples, while the latest concepts and theories are covered in detail with numerous illustrations. Organized around the marketing mix, this thoroughly revised text provides students with an exhilarating first introduction to the dynamic world of marketing.

PART 1 The World of Marketing

(146)

Cross-Functional Connections: Creating Customer Value Through Effective Cross-functional Interactions

(2)

An Overview of Marketing

(32)

What Is Marketing?

(1)

The Concept of Exchange

(1)

Marketing Management Philosophies

(2)

Production Orientation

(1)

Sales Orientation

(1)

Market Orientation

(1)

Societal Marketing Orientation

(1)

Differences Between Sales and Marketing Orientations

(8)

The Organization's Focus

(1)

Customer Value

(1)

Customer Satisfaction

(1)

Building Relationships

(2)

The Firm's Business

(1)

Those to Whom the Product Is Directed

(1)

The Firm's Primary Goal

(1)

Tools the Organization Uses to Achieve Its Goals

(1)

A Word of Caution

(1)

Why Study Marketing?

(2)

Marketing Plays an Important Role in Society

(1)

Marketing Is Important to Business

(1)

Marketing Offers Outstanding Career Opportunities

(1)

Marketing Affects Your Life Every Day

(1)

Looking Ahead

(1)

Looking Back

(1)

Use It Now

(1)

Review and Applications

(1)

Terms

(1)

Exercises

(1)

Entrepreneurship Case: A Noode for a New Generation

(1)

Watch It

(3)

Careers in Marketing Appendix

(9)

Strategic Planning for Competitive Advantage

(32)

The Nature of Strategic Planning

(1)

What Is a Marketing Plan?

(1)

Why Write a Marketing Plan?

(1)

Marketing Plan Elements

(1)

Writing the Marketing Plan

(1)

Defining the Business Mission

(1)

Setting Marketing Plan Objectives

(1)

Conducting a Situation Analysis

(1)

Competitive Advantage

(3)

Cost Competitive Advantages

(1)

Product/Service Differentiation Competitive Advantage

(1)

Niche Competitive Advantage

(1)

Building Sustainable Competitive Advantage

(1)

Strategic Directions

(3)

Strategic Alternatives

(1)

Selecting a Strategic Alternative

(1)

Describing the Target Market

(1)

Target Market Strategy

(1)

The Marketing Mix

(2)

Product Strategies

(1)

Place (Distribution) Strategies

(1)

Promotion Strategies

(1)

Pricing Strategies

(1)

Following Up on the Marketing Plan

(2)

Implementation

(1)

Evaluation and Control

(1)

Effective Strategic Planning

(1)

Looking Back

(1)

Use It Now

(1)

Review and Applications

(3)

Terms

(1)

Exercises

(1)

Entrepreneurship Case: Cirque du Soleil, The Fire Within

(1)

Watch It

(2)

Marketing Plan Appendix

(4)

Social Responsibility, Ethics, and the Marketing Environment

(38)

Corporate Social Responsibility

(1)

Ethical Behavior in Business

(2)

Morality and Business Ethics

(1)

Ethical Decision Making

(2)

Ethical Guidelines

(2)

The External Marketing Environment

(1)

Understanding the External Environment

(1)

Environmental Management

(1)

Social Factors

(3)

American Values

(1)

The Growth of Component Lifestyles

(1)

The Changing Role of Families and Working Women

(1)

Demographic Factors

(3)

Generation Y

(1)

Generation X

(1)

Baby Boomers: America's Mass Market

(1)

Older Consumers: Not Just Grandparent

(1)

Americans on the Move

(1)

Growing Ethnic Markets

(4)

Marketing to African Americans

(1)

Marketing to Hispanic Americans

(1)

Marketing to Asian Americans

(1)

Ethnic and Cultural Diversity

(1)

Economic Factors

(3)

Rising Incomes

(1)

Purchasing Power

(1)

Inflation

(1)

Recession

(1)

Technological Factors

(1)

Political and Legal Factors

(3)

Federal Legislation

(2)

State Laws

(1)

Regulatory Agencies

(1)

Competitive Factors

(2)

Competition for Market Share and Profits

(1)

Global Competition

(1)

The Impact of Terrorism on Business

(1)

Looking Back

(1)

Use It Now

(1)

Review and Applications

(3)

Terms

100

(1)

Exercises

101

(1)

Entrepreneurship Case: Rock Star Games: Caught in Their Own Vice

102

(1)

Watch It

103

(3)

Developing a Global Vision

106

(41)

Rewards of Global Marketing

108

(3)

Importance of Global Marketing to the United States

109

(1)

The Fear of Trade and Globalization

109

(1)

Benefits of Globalization

110

(1)

The Impact of Terrorism on Global Trade

111

(1)

Multinational Firms

111

(3)

Global Marketing Standardization

113

(1)

External Environment Facing Global Marketers

114

(9)

Culture

115

(1)

Economic and Technological Development

116

(1)

Political Structure and Actions

116

(5)

Demographic Makeup

121

(1)

Natural Resources

122

(1)

Global Marketing by the Individual Firm

123

(5)

Exporting

123

(1)

Licensing

124

(2)

Contract Manufacturing

126

(1)

Joint Venture

126

(1)

Direct Investment

127

(1)

The Global Marketing Mix

128

(7)

Product and Promotion

128

(3)

Place (Distribution)

131

(2)

Pricing

133

(2)

The Impact of the Internet

135

(1)

Looking Back

136

(1)

Use It Now

136

(2)

Review and Applications

138

(1)

Terms

139

(1)

Exercises

140

(1)

Entrepreneurship Case: MTV: Rocking the World One Nation At a Time

141

(1)

Watch It

142

(2)

Part 1 Closing

144

(3)

Marketing Miscues: Scholastic Stumbles, Even with Market Access

144

(1)

Critical Thinking Case: Vivendi Universal Games: Theft of Source Code for Half-Life 2

145

(1)

Cross-Functional Connections Solutions

146

(1)

PART 2 Analyzing Marketing Opportunities

147

(156)

Cross-Functional Connections: Information Integration Facilitates Market Knowledge

148

(2)

Consumer Decision Making

150

(44)

The Importance of Understanding Consumer Behavior

152

(1)

The Consumer Decision-Making Process

152

(7)

Need Recognition

152

(2)

Information Search

154

(2)

Evaluation of Alternatives and Purchase

156

(1)

Postpurchase Behavior

157

(2)

Types of Consumer Buying Decisions and Consumer Involvement

159

(3)

Factors Determining the Level of Consumer Involvement

160

(1)

Marketing Implications of Involvement

161

(1)

Factors Influencing Consumer Buying Decisions

162

(1)

Cultural Influences on Consumer Buying Decisions

163

(7)

Culture and Values

163

(3)

Understanding Culture Differences

166

(1)

Subculture

166

(2)

Social Class

168

(2)

Social Influences on Consumer Buying Decisions

170

(5)

Reference Groups

170

(2)

Opinion Leaders

172

(1)

Family

173

(2)

Individual Influences on Consumer Buying Decisions

175

(4)

Gender

176

(1)

Age and Family Life-Cycle Stage

176

(1)

Personality, Self-Concept, and Lifestyle

177

(2)

Psychological Influences on Consumer Buying Decisions

179

(8)

Perception

179

(3)

Motivation

182

(1)

Learning

183

(2)

Beliefs and Attitudes

185

(2)

Looking Back

187

(1)

Use It Now

188

(1)

Review and Applications

188

(2)

Terms

190

(1)

Exercises

191

(1)

Entrepreneurship Case: Bucking the Trend: Is ``Family'' the Next Theme Restaurant?

192

(1)

Watch It

193

(1)

Business Marketing

194

(28)

What Is Business Marketing?

196

(1)

Business Marketing on the Internet

196

(3)

Three Illustrations

197

(1)

Potential Unrealized

198

(1)

Relationship Marketing and Strategic Alliances

199

(3)

Strategic Alliances

200

(1)

Relationships in Other Cultures

201

(1)

Major Categories of Business Customers

202

(2)

Producers

202

(1)

Resellers

202

(1)

Governments

203

(1)

Institutions

204

(1)

The North American Industry Classification System

204

(2)

Business versus Consumer Markets

206

(3)

Demand

206

(1)

Purchase Volume

207

(1)

Number of Customers

207

(1)

Location of Buyers

208

(1)

Distribution Structure

208

(1)

Nature of Buying

208

(1)

Nature of Buying Influence

208

(1)

Type of Negotiations

208

(1)

Use of Reciprocity

208

(1)

Use of Leasing

209

(1)

Primary Promotional Method

209

(1)

Types of Business Products

209

(3)

Major Equipment

209

(1)

Accessory Equipment

210

(1)

Raw Materials

210

(1)

Component Parts

210

(1)

Processed Materials

211

(1)

Supplies

211

(1)

Business Services

211

(1)

Business Buying Behavior

212

(4)

Buying Centers

212

(1)

Evaluative Criteria

213

(1)

Buying Situations

214

(1)

Business Ethics

215

(1)

Customer Service

215

(1)

Looking Back

216

(1)

Use It Now

216

(1)

Review and Applications

216

(2)

Terms

218

(1)

Exercises

219

(1)

Entrepreneurship Case: The Segway Company: Reinventing the Wheel

220

(1)

Watch It

220

(2)

Segmenting and Targeting Markets

222

(38)

Market Segmentation

224

(1)

The Importance of Market Segmentation

225

(1)

Criteria for Successful Segmentation

225

(1)

Bases for Segmenting Consumer Markets

226

(11)

Geographic Segmentation

226

(1)

Demographic Segmentation

227

(6)

Psychographic Segmentation

233

(2)

Benefit Segmentation

235

(1)

Usage-Rate Segmentation

236

(1)

Bases for Segmenting Business Markets

237

(1)

Company Characteristics

237

(1)

Buying Processes

237

(1)

Customer Relationship

238

(1)

Steps in Segmenting a Market

238

(1)

Strategies for Selecting Target Markets

239

(4)

Undifferentiated Targeting

240

(1)

Concentrated Targeting

241

(1)

Multisegment Targeting

242

(1)

One-to-One Marketing

243

(1)

Forces Influencing One-to-One Marketing

244

(3)

Increasing Diversity

244

(1)

More Demanding, Time-Poor Consumers

244

(1)

Decreasing Brand Loyalty

245

(1)

Emergence of New Media Alternatives

245

(1)

Demand for Accountability

246

(1)

How Have These Trends Influenced One-to-One Marketing

246

(1)

Privacy Concerns with One-to-One Marketing

247

(2)

Positioning

249

(3)

Perceptual Mapping

249

(1)

Positioning Bases

250

(1)

Repositioning

251

(1)

Looking Back

252

(1)

Use It Now

253

(1)

Review and Applications

253

(3)

Terms

256

(1)

Exercises

256

(1)

Entrepreneurship Case: Viva Las Vegas

257

(1)

Watch It

258

(2)

Decision Support Systems and Marketing Research

260

(43)

Marketing Decision Support Systems

262

(1)

The Role of Marketing Research

263

(3)

Management Uses of Marketing Research

263

(3)

Steps in a Marketing Research Project

266

(16)

Secondary Data

267

(1)

The New Age of Secondary Information: The Internet

268

(2)

Planning the Research Design and Gathering Primary Data

270

(7)

Specifying the Sampling Procedures

277

(2)

Collecting the Data

279

(1)

Analyzing the Data

279

(2)

Preparing and Presenting the Report

281

(1)

Following Up

282

(1)

The Profound Impact of the Internet on Marketing Research

282

(7)

Advantages of Internet Surveys

283

(2)

Uses of the Internet by Marketing Researchers

285

(4)

Scanner-Based Research

289

(1)

When Should Marketing Research Be Conducted?

289

(1)

Competitive Intelligence

290

(2)

Sources of Competitive Intelligence

291

(1)

Looking Back

292

(1)

Use It Now

292

(1)

Review and Applications

292

(3)

Terms

295

(1)

Exercises

295

(1)

Entrepreneurship Case: Cool and How to Find It: Look-Look

296

(1)

Watch It

297

(3)

Part 2 Closing

300

(3)

Marketing Miscues: Remembering the Alamo May Be Painful for Disney

300

(1)

Critical Thinking Case: Tall Magazine Debuts to the Vertically Gifted Crowd

301

(1)

Cross-Functional Connections Solutions

302

(1)

PART 3 Product Decisions

303

(86)

Cross-Functional Connections: Crossing Functional Lines in Speeding Products to Market

304

(2)

Product Concepts

306

(26)

What Is a Product?

308

(1)

Types of Consumer Products

308

(2)

Convenience Products

308

(1)

Shopping Products

309

(1)

Specialty Products

310

(1)

Unsought Products

310

(1)

Product Items, Lines and Mixes

310

(4)

Adjustment to Product Items, Lines, and Mixes

312

(2)

Branding

314

(6)

Benefits of Branding

314

(2)

Branding Strategies

316

(3)

Trademarks

319

(1)

Packaging

320

(4)

Packaging Functions

320

(3)

Labeling

323

(1)

Universal Product Codes

323

(1)

Global Issues in Branding and Packaging

324

(1)

Branding

324

(1)

Packaging

324

(1)

Product Warranties

325

(1)

Looking Back

325

(1)

Use It Now

326

(1)

Review and Applications

326

(2)

Terms

328

(1)

Exercises

328

(1)

Entrepreneurship Case: Finally a Garage Band that Really Rocks

329

(1)

Watch It

330

(2)

Developing and Managing Products

332

(28)

The Importance of New Products

334

(1)

Categories of New Products

334

(1)

The New-Product Development Process

335

(9)

New-Product Strategy

335

(1)

Idea Generation

336

(1)

Idea Screening

337

(1)

Business Analysis

338

(1)

Development

339

(1)

Test Marketing

340

(2)

Commercialization

342

(2)

Global Issues in New-Product Development

344

(2)

The Spread of New Products

346

(2)

Diffusion of Innovation

346

(1)

Product Characteristics and the Rate of Adoption

347

(1)

Marketing Implications of the Adoption Process

348

(1)

Product Life Cycles

348

(5)

Introductory Stage

349

(1)

Growth Stage

350

(1)

Maturity Stage

350

(1)

Decline Stage

351

(2)

Implications for Marketing Management

353

(1)

Looking Back

353

(1)

Use It Now

353

(1)

Review and Applications

354

(1)

Terms

355

(1)

Exercises

355

(1)

Entrepreneurship Case: Valvoline: Coming to a Pep Rally Near You

356

(1)

Watch It

357

(3)

Services and Nonprofit Organization Marketing

360

(29)

The Importance of Services

362

(1)

How Services Differ from Goods

363

(1)

Intangibility

363

(1)

Inseparability

363

(1)

Heterogeneity

364

(1)

Perishability

364

(1)

Service Quality

364

(3)

The Gap Model of Service Quality

365

(2)

Marketing Mixes for Services

367

(5)

Product (Service) Strategy

367

(2)

Place (Distribution) Strategy

369

(1)

Promotion Strategy

370

(1)

Price Strategy

370

(2)

Relationship Marketing in Services

372

(2)

Internal Marketing in Service Firms

374

(1)

Global Issues in Services Marketing

375

(1)

Nonprofit Organization Marketing

375

(5)

What Is Nonprofit Organization Marketing?

376

(1)

Unique Aspects of Nonprofit Organization Marketing Strategies

376

(4)

Looking Back

380

(1)

Use It Now

380

(1)

Review It

380

(2)

Terms

382

(1)

Exercises

382

(1)

Entrepreneurship Case: Cast in the Leading Role: Playbill Shines

383

(1)

Watch It

384

(2)

Part 3 Closing

386

(3)

Marketing Miscues: The Boston Ballet Gets Evicted

386

(1)

Critical Thinking Case: Twister Moves-The Cool Hip Dance Version of the Classic Game of Twister

387

(1)

Cross-Functional Solutions

388

(1)

PART 4 Distribution Decisions

389

(86)

Cross-Functional Connections: Cross-Functional Collaboration in Managing Distribution

390

(2)

Marketing Channels and Supply Chain Management

392

(42)

Marketing Channels

394

(3)

Providing Specialization and Division of Labor

394

(1)

Overcoming Discrepancies

394

(1)

Providing Contact Efficiency

395

(2)

Channel Intermediaries and Their Functions

397

(2)

Channel Functions Performed by Intermediaries

398

(1)

Channel Structures

399

(5)

Channels for Consumer Products

400

(1)

Channels for Business and Industrial Products

401

(1)

Alternative Channel Arrangements

402

(2)

Supply Chain Management

404

(2)

Benefits of Supply Chain Management

405

(1)

Making Channel Strategy Decisions

406

(4)

Factors Affecting Channel Choice

406

(2)

Levels of Distribution Intensity

408

(2)

Managing Channel Relationships

410

(2)

Channel Power, Control, and Leadership

410

(1)

Channel Conflict

410

(2)

Channel Partnering

412

(6)

Managing the Logistical Components of the Supply Chain

412

(1)

Sourcing and Procurement

413

(1)

Production Scheduling

413

(2)

Order Processing

415

(1)

Inventory Control

415

(2)

Warehousing and Materials-Handling

417

(1)

Transportation

417

(1)

Trends in Supply Chain Management

418

(2)

Advanced Computer Technology

418

(1)

Outsourcing Logistics Functions

419

(1)

Electronic Distribution

420

(1)

Channels and Distribution Decisions for Global Markets

420

(3)

Developing Global Marketing Channels

420

(2)

Global Logistics and Supply Chain Management

422

(1)

Channels and Distribution Decisions for Services

423

(2)

Looking Back

425

(1)

Use It Now

425

(1)

Review and Applications

426

(3)

Terms

429

(1)

Exercises

429

(2)

Entrepreneurship Case: CarsDirect.com: Driving Car Buyers to the Internet

431

(1)

Watch It

432

(1)

Still Shaky

433

(1)

Retailing

434

(41)

The Role of Retailing

436

(1)

Classification of Retail Operations

437

(1)

Ownership

437

(1)

Level of Service

437

(1)

Product Assortment

437

(1)

Price

438

(1)

Major Types of Retail Operations

438

(7)

Department Stores

438

(1)

Specialty Stores

439

(1)

Supermarkets

439

(2)

Drugstores

441

(1)

Convenience Stores

441

(1)

Discount Stores

441

(3)

Restaurants

444

(1)

Nonstore Retailing

445

(6)

Automatic Vending

445

(1)

Direct Retailing

446

(1)

Direct Marketing

447

(1)

Electronic Retailing

448

(3)

Franchising

451

(2)

Retail Marketing Strategy

453

(10)

Defining a Target Market

453

(1)

Choosing the Retailing Mix

454

(9)

New Developments in Retailing

463

(1)

Interactivity

463

(1)

M-commerce

463

(1)

Looking Back

464

(1)

Use It Now

464

(1)

Review and Applications

464

(2)

Terms

466

(1)

Exercises

467

(1)

Entrepreneurship Case: Best Buy Gives a Whole New Meaning to ``Thousands of Possiblities. Get Yours.''

468

(4)

Part 4 Closing

472

(3)

Marketing Miscues: Comic Book Distribution Methods Define (and Shrink) Audience

472

(1)

Critical Thinking Case: Hollywood Refuses easy Cinema's Distribution Request

473

(1)

Cross-Functional Solutions

474

(1)

PART 5 Promotion Decisions

475

(106)

Cross-Functional Connections: Integrating Marketing Communications for Increased Firm Value

476

(2)

Integrated Marketing Communications

478

(30)

The Role of Promotion in the Marketing Mix

480

(1)

The Promotional Mix

481

(3)

Advertising

481

(1)

Public Relations

481

(2)

Sales Promotion

483

(1)

Personal Selling

484

(1)

Marketing Communication

484

(5)

The Communication Process

485

(3)

The Communication Process and the Promotional Mix

488

(1)

The Goals and Tasks of Promotion

489

(2)

Informing

489

(1)

Persuading

490

(1)

Reminding

490

(1)

Promotional Goals and the AIDA Concept

491

(3)

AIDA and the Promotional Mix

492

(2)

Factors Affecting the Promotional Mix

494

(4)

Nature of the Product

494

(1)

Stage in the Product Life Cycle

495

(1)

Target Market Characteristics

496

(1)

Type of Buying Decision

496

(1)

Available Funds

496

(1)

Push and Pull Strategies

497

(1)

Integrated Marketing Communications

498

(1)

Looking Back

499

(1)

Use It Now

499

(1)

Review and Applications

500

(2)

Terms

502

(1)

Exercises

502

(2)

Entrepreneurship Case: Nantucket Nectars: Blending Marketing Methods for a Juicy Success

504

(1)

Watch It

505

(3)

Advertising and Public Relations

508

(34)

The Effects of Advertising

510

(2)

Advertising and Market Share

510

(1)

The Effects of Advertising on Consumers

511

(1)

Major Types of Advertising

512

(3)

Institutional Advertising

512

(1)

Product Advertising

512

(3)

Creative Decisions in Advertising

515

(6)

Identifying Product Benefits

516

(1)

Developing and Evaluating Advertising Appeals

516

(1)

Executing the Message

517

(3)

Post-Campaign Evaluation

520

(1)

Media Decisions in Advertising

521

(9)

Media Types

522

(4)

Media Selection Considerations

526

(3)

Media Scheduling

529

(1)

Public Relations

530

(3)

Major Public Relations Tools

531

(2)

Managing Unfavorable Publicity

533

(1)

Looking Back

534

(1)

Use It Now

535

(1)

Review and Applications

535

(2)

Terms

537

(1)

Exercises

537

(2)

Entrepreneurship Case: The Move from TV to TiVo

539

(1)

Watch It

540

(2)

Sales Promotion and Personal Selling

542

(39)

Sales Promotion

544

(1)

The Objectives of Sales Promotion

544

(1)

Tools for Consumer Sales Promotion

545

(7)

Coupons and rebates

546

(1)

Premiums

547

(1)

Loyalty Marketing Programs

548

(1)

Comtests and Sweepstakes

549

(1)

Sampling

549

(1)

Point-of-Purchase Promotion

550

(1)

Online Sales Promotion

551

(1)

Tools for Trade Sales Promotion

552

(1)

Personal Selling

553

(1)

Relationship Selling

554

(2)

Steps in the Selling Process

556

(8)

Generating Leads

557

(1)

Qualifying Leads

558

(1)

Approaching the Customer and Probing Needs

559

(2)

Developing and Proposing Solutions

561

(1)

Handling Objections

562

(1)

Closing the Sale

563

(1)

Following Up

563

(1)

Sales Management

564

(7)

Defining Sales Goals and the Sales Process

565

(1)

Determining the Sales Force Structure

565

(1)

Recruiting and Training the Sales Force

566

(1)

Compensating and Motivating the Sales Force

567

(2)

Evaluating the Sales Force

569

(1)

The Impact of Technology on Personal Selling

570

(1)

Looking Back

571

(1)

Use It Now

571

(1)

Review and Applications

571

(3)

Terms

574

(1)

Exercises

574

(1)

Entrepreneurship Case: Varsity Group: The Campus Bookstore Alternative

575

(1)

Watch It

576

(2)

Part 5 Closing

578

(3)

Marketing Miscues: Who's On First? Not Spiderman!

578

(1)

Critical Thinking: Addidas Takes Human Billboards to New Heights

579

(1)

Cross-Functional Solutions

580

(1)

PART 6 Pricing Decisions

581

(72)

Cross-Functional Connections: Pricing to Satisfy Both Internal and External Demands

582

(2)

Pricing Concepts

584

(34)

The Importance of Price

586

(1)

What Is Price?

586

(1)

The Importance of Price to Marketing Managers

586

(1)

Pricing Objectives

587

(4)

Profit-Oriented Pricing Objectives

587

(1)

Sales-Oriented Pricing Objectives

587

(3)

Status Quo Pricing Objectives

590

(1)

The Demand Determinant of Price

591

(6)

The Nature of Demand

591

(2)

Elasticity of Demand

593

(3)

The Power of Yield Management Systems

596

(1)

The Cost Determinant of Price

597

(6)

Markup Pricing

599

(1)

Profit Maximization Pricing

600

(1)

Break-Even Pricing

600

(3)

Other Determinants of Price

603

(7)

Stages in the Product Life Cycle

603

(1)

The Competition

603

(1)

Distribution Strategy

604

(1)

The Impact of the Internet and Extranets

604

(4)

Promotion Strategy

608

(1)

Demands of Large Customers

608

(1)

The Relationship of Price to Quality

608

(2)

Looking Back

610

(1)

Use it Now

610

(1)

Review and Applications

610

(3)

Terms

613

(1)

Exercises

613

(1)

Entrepreneurship Case: HDnet Aims to Redefine Television

614

(1)

Watch It

615

(3)

Setting the Right Price

618

(35)

How to Set a Price on a Product

620

(5)

Establish Pricing Goals

620

(1)

Estimate Demand, Costs, and Profits

620

(1)

Choose a Price Strategy

621

(4)

The Legality and Ethics of Price Strategy

625

(3)

Unfair Trade Practices

625

(1)

Price Fixing

625

(1)

Price Discrimination

626

(1)

Predatory Pricing

626

(1)

State Efforts to Drive Down Drug Prices

627

(1)

Tactics for Fine-Tuning the Base Price

628

(10)

Discounts, Allowances, Rebates, and Value Pricing

628

(3)

Geographic Pricing

631

(1)

Other Pricing Tactics

632

(5)

Consumer Penalties

637

(1)

Product Line Pricing

638

(1)

Relationships among Products

638

(1)

Joint Costs

638

(1)

Pricing during Difficult Economic Times

639

(4)

Inflation

639

(2)

Recession

641

(2)

Looking Back

643

(1)

Use it Now

643

(1)

Review and Applications

644

(2)

Terms

646

(1)

Exercises

646

(1)

Entrepreneurship Case: Disconnecting Cable Channels from Pricing Bundles

647

(1)

Watch It

648

(2)

Part 6 Closing

650

(3)

Marketing Miscues: Will Knott's Berry Farm Attract Visitors, Start a Price War or Decrease Revenue

650

(1)

Critical Thinking Case: Apple Bites into Online Music Sales

651

(1)

Cross-Functional Solutions

652

(1)

PART 7 Technology-Driven Marketing

653

(38)

Cross-Functional Connections: The Facilitating Role of Technology

654

(2)

Internet Marketing

656

(2)

Chapter 19 is available online at http://lamb. swlearning.com.

Customer Relationship Management (CRM)

658

(33)

What Is Customer Relationship Management?

660

(3)

The Customer Relationship Management Cycle

660

(2)

Implementing a Customer Relationship Management System

662

(1)

Identify Customer Relationships

663

(2)

Understand Interactions with the Current Customer Base

665

(2)

Capture Customer Data

667

(1)

Store and Intergrate Data

668

(2)

Indentifying the Best Customers

670

(4)

Data Mining

671

(3)

Leverage Customer Information

674

(7)

Campaign Management

674

(1)

Retaining Loyal Customers

675

(1)

Cross-Selling Other Products and Services

676

(1)

Designing Targeted Marketing Communications

676

(1)

Reinforcing Customer Purchase Decisions

677

(1)

Inducing Product Trial by New Customers

677

(1)

Increasing Effectiveness of Distribution Channel Marketing

678

(1)

Improving Customer Service

679

(1)

Privacy Concerns and CRM

679

(2)

Looking Back

681

(1)

Use It Now

681

(1)

Review and Applications

681

(2)

Terms

683

(1)

Exercises

684

(1)

Entrepreneurship Case: Green Hills Farms: Beating the Big Stores One Customer at a Time

685

(1)

Watch It

686

(2)

Part 7 Closing

688

(3)

Marketing Miscues: Google in a Trademark Struggle Over Its Keyword Ads

688

(1)

Critical Thinking Case: Will Tickle, Inc., Lead the New Revolution of Internet Social Networking?

689

(1)

Cross-Functional Solutions

690

(1)

Glossary

691

(11)

Endnotes

702

(16)

Index

718

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