Note: Supplemental materials are not guaranteed with Rental or Used book purchases.
- ISBN: 9780324072655 | 0324072651
- Cover: Paperback
- Copyright: 5/26/2000
A marketing management course shouldn't be treated like a principles class. And, an upper-level text doesn't need to be written like an encyclopedia. That's why Marketing Management, 2e by Michael Czinkota and Masaaki Kotabe takes a direct, "no bull" ap
Preface | p. xviii |
About the Authors | p. xxiv |
An Overview of Marketing | |
What Is Marketing? | p. 2 |
Definitions of Marketing | p. 3 |
A Brief History of Marketing Thought | p. 4 |
The Structure of Marketing Theory | p. 7 |
Goods versus Services | p. 8 |
Product Categories | p. 8 |
Consumer versus Industrial Markets | p. 8 |
Profit versus Nonprofit | p. 9 |
Intermediaries versus End Users | p. 10 |
Domestic versus International | p. 10 |
Small Firms versus Large Firms | p. 11 |
Industry Sector Specificity | p. 12 |
Marketing and Internal Resources | p. 12 |
The Complexity of Marketing | p. 13 |
Multiple Decision Makers | p. 13 |
Multiple Factors | p. 13 |
Interaction | p. 13 |
Time Frame | p. 14 |
Global Factors | p. 14 |
The Marketing Mix | p. 14 |
Selling versus Marketing | p. 15 |
Marketing and Corporate Strategy | p. 18 |
The Difference between Products and Benefits | p. 18 |
Marketing and Service Cultures | p. 19 |
Marketing and Nonprofit Organizations | p. 21 |
Summary | p. 21 |
Questions for Review | p. 22 |
Questions for Discussion | p. 22 |
Further Readings | p. 23 |
Marketing Planning | |
Marketing Plan | p. 26 |
Planning Process | p. 26 |
Corporate Plan | p. 28 |
Corporate Objectives | p. 28 |
Objectives for Nonprofit Organizations | p. 29 |
Corporate Mission | p. 30 |
Marketing Audit | p. 34 |
Analysis | p. 36 |
SWOT Analysis | p. 37 |
Assumptions | p. 39 |
Marketing Objectives | p. 39 |
Marketing Strategies | p. 40 |
Detailed Plans and Programs | p. 43 |
Reasons for Inadequate Planning | p. 45 |
Marketing Plan Structure | p. 45 |
Contingency Plan | p. 46 |
Budgets as Managerial Tools | p. 46 |
Measurement of Progress | p. 47 |
Performance Analysis | p. 47 |
Summary | p. 50 |
Questions for Review | p. 51 |
Questions for Discussion | p. 51 |
Further Readings | p. 53 |
Understanding the Environment and the Competition | |
Theoretical Frameworks | p. 57 |
The Sociocultural Environment | p. 58 |
The Technological Environment e-commerce | p. 59 |
The Economic Environment | p. 64 |
The Political and Legal Environment | p. 65 |
Environmental Analysis | p. 70 |
Environmental Scanning | p. 70 |
Delphi Studies | p. 72 |
Scenario Building | p. 73 |
Competition | p. 74 |
The Industry | p. 74 |
Competitive Structure | p. 74 |
Competitive Response | p. 76 |
Competitive Strategies | p. 77 |
Leaders and Followers | p. 78 |
Summary | p. 81 |
Questions for Review | p. 81 |
Questions for Discussion | p. 82 |
Further Readings | p. 83 |
Understanding the Buyer | |
A Model of Consumer Behavior | p. 85 |
The Consumer Decision-Making Process | p. 86 |
Problem or Need Recognition | p. 88 |
Information Search | p. 88 |
Evaluation of Alternatives | p. 88 |
Purchase Decision | p. 89 |
Postpurchase Behavior | p. 90 |
What Factors Specifically Influence Consumers? | p. 90 |
Economic Factors | p. 90 |
Age and Life Cycle | p. 91 |
Geography | p. 93 |
Social Class | p. 94 |
Culture | p. 94 |
Peer Pressure | p. 96 |
Lifestyle and Values | p. 97 |
Diffusion of Innovation | p. 100 |
Psychological Factors | p. 102 |
Coordinating Consumer Dimensions | p. 103 |
Organizational Purchasing | p. 103 |
Demand Patterns | p. 104 |
Decision Makers and Influencers | p. 104 |
Ethics and Industrial Buying | p. 105 |
Usage and Loyalty | p. 106 |
The Customer Franchise and Brand Equity | p. 108 |
Summary | p. 109 |
Questions for Review | p. 109 |
Questions for Discussion | p. 109 |
Further Readings | p. 111 |
Marketing Research and Information | |
Evaluating the Benefits of Research | p. 114 |
The Risks of Inadequate Research | p. 114 |
The Marketing Intelligence System | p. 115 |
System Structure | p. 116 |
Secondary Data | p. 118 |
Libraries | p. 118 |
Directories and Newsletters | p. 118 |
Commercial Information Providers | p. 119 |
Trade Associations | p. 119 |
Electronic Information Services e-commerce | p. 120 |
Evaluating Secondary Data Source and Quality | p. 121 |
Source Quality | p. 121 |
Data Quality | p. 121 |
Data Compatibility | p. 122 |
Primary Marketing Research | p. 123 |
Suppliers of Primary Marketing Research e-commerce | p. 123 |
The Marketing Research Process | p. 126 |
Defining the Objectives | p. 126 |
Determining the Research Level | p. 127 |
Determining the Research Approach | p. 130 |
Collecting the Data | p. 133 |
Analyzing the Results | p. 137 |
Reporting the Findings | p. 137 |
Knowledge Is the Business | p. 138 |
Summary | p. 140 |
Questions for Review | p. 141 |
Questions for Discussion | p. 141 |
Further Readings | p. 143 |
Selected Information Sources for Marketing Issues | p. 145 |
Estimating the Market Demand | |
Forecasts versus Budgets | p. 154 |
Short-Term, Medium-Term, and Long-Term Forecasts | p. 155 |
Short Term e-commerce | p. 155 |
Medium Term | p. 156 |
Long Term | p. 156 |
Dynamics of Forecasting | p. 157 |
Forecasts into Budgets | p. 157 |
Macro-and Microforecasts e-commerce | p. 158 |
Derived Forecasts | p. 160 |
Forecasting Techniques | p. 163 |
Qualitative Methods | p. 163 |
Quantitative Methods | p. 169 |
Spreadsheets | p. 177 |
Alternatives to Forecasting | p. 178 |
Factors Limiting Forecasts | p. 179 |
Summary | p. 181 |
Questions for Review | p. 182 |
Questions for Discussion | p. 183 |
Further Readings | p. 185 |
Market Segmentation, Positioning, and Branding | |
What Is a Market? | p. 188 |
Who Is the Market? | p. 188 |
Channels | p. 189 |
Market Boundaries | p. 190 |
Customers, Users, and Prospects | p. 190 |
Market Segments | p. 192 |
Segmentation | p. 195 |
Segmentation by Consumption Profile | p. 198 |
Segmentation across National Boundaries | p. 198 |
Segment Viability | p. 200 |
The Internet and Segmentation e-commerce | p. 202 |
Segmentation Methods and Practical Segmentation | p. 203 |
Product/Service Positioning | p. 206 |
Positioning over Time | p. 210 |
Perceptual Maps | p. 210 |
Target Marketing | p. 212 |
Possible Approaches to Segmentation | p. 212 |
Single Segment | p. 212 |
Multiple Segments | p. 214 |
Full Coverage ("Mass Marketing") | p. 214 |
Counter-Segmentation | p. 215 |
Segmentation and Ethics | p. 215 |
Differentiation and Branding | p. 216 |
Brand Monopoly | p. 217 |
Branding Policies | p. 217 |
Differentiation of Services | p. 221 |
Summary | p. 222 |
Questions for Review | p. 222 |
Questions for Discussion | p. 223 |
Further Readings | p. 225 |
Product and Service Decisions | |
The Product Package | p. 228 |
The Product Audit | p. 229 |
Product Strategy | p. 230 |
Market Penetration | p. 230 |
Product Development | p. 230 |
Market Development | p. 230 |
Diversification | p. 231 |
The Ansoff Matrix | p. 232 |
The Product Life Cycle | p. 234 |
Life Cycle Stages | p. 235 |
Lessons of the Product Life Cycle | p. 237 |
Other Life Cycles | p. 237 |
Life Cycle Extension | p. 238 |
Fashion and Fads | p. 238 |
Technological Life Cycle | p. 241 |
The International Product Cycle | p. 241 |
Product Life | p. 244 |
Life Cycles and Marketing Strategy | p. 245 |
Cash Flow | p. 247 |
Product Portfolios | p. 247 |
The Boston Consulting Group Matrix | p. 248 |
Theory versus Practice | p. 252 |
Product Mix | p. 253 |
Refining Product Strategies | p. 255 |
Product Standardization and Adaptation | p. 255 |
Packaging | p. 257 |
Strategies for Services | p. 258 |
Service Categories | p. 259 |
Distinctive Features of Services | p. 260 |
Marketing Repercussions of Services | p. 261 |
Summary | p. 264 |
Questions for Review | p. 265 |
Questions for Discussion | p. 265 |
Further Readings | p. 267 |
New Products | |
Gap Analysis for Scanning and Idea Generation | p. 271 |
Usage Gap | p. 271 |
Distribution Gap e-commerce | p. 275 |
Product Gap | p. 276 |
Competitive Gap | p. 276 |
Market Gap Analysis | p. 277 |
Broader Objectives | p. 277 |
Beyond the Trends | p. 279 |
Product Modification | p. 280 |
Creating New Products | p. 282 |
Customers | p. 283 |
Innovative Imitation | p. 283 |
Corporate Response | p. 284 |
Production Capabilities | p. 284 |
Financial Performance | p. 285 |
Investment Potential | p. 285 |
Human Factors | p. 285 |
Materials Supply | p. 285 |
Cannibalism | p. 286 |
Time | p. 286 |
Marketing Response | p. 286 |
Match with Existing Product Lines | p. 286 |
Price and Quality | p. 287 |
Distribution Patterns | p. 288 |
Seasonality | p. 288 |
Product Development Process | p. 288 |
Strategic Screening | p. 289 |
Concept Testing | p. 292 |
Product Development | p. 294 |
Product Testing | p. 294 |
Test Marketing | p. 296 |
Product Launch | p. 298 |
Product Replacement | p. 298 |
Risk versus Time | p. 299 |
Japanese-Style Product Development | p. 300 |
Summary | p. 301 |
Questions for Review | p. 302 |
Questions for Discussion | p. 302 |
Further Readings | p. 303 |
Pricing Decisions | |
Price | p. 306 |
Service Prices | p. 307 |
Price and Nonprofit Organizations | p. 307 |
Demand and Supply | p. 308 |
Price Elasticity of Demand | p. 309 |
Estimation of the Demand Curve and Price Elasticity | p. 310 |
Organization-Controlled Factors | p. 312 |
Customer Factors | p. 314 |
Market Factors | p. 316 |
Pricing New Products | p. 318 |
Alternative Pricing Strategies | p. 319 |
Practical Pricing Policies | p. 321 |
Discounts | p. 327 |
Price Negotiation | p. 328 |
Project Pricing | p. 329 |
Pricing Strategy | p. 329 |
Price Wars | p. 330 |
Reactions to Price Challenges | p. 331 |
Avoiding Price Wars | p. 332 |
Price Increases | p. 333 |
Summary | p. 334 |
Questions for Review | p. 335 |
Questions for Discussion | p. 335 |
Further Readings | p. 337 |
Distribution and Supply Chain Management | |
The Distribution Channel | p. 339 |
Channel Members and Levels e-commerce | p. 341 |
Channel Decisions | p. 342 |
Channel Compensation | p. 343 |
Channel Management e-commerce | p. 344 |
Channel Membership | p. 345 |
Channel Motivation | p. 346 |
Monitoring Channels | p. 347 |
Retailing | p. 348 |
Type of Product or Service Sold | p. 348 |
Type of Customer Service | p. 349 |
Type of Organization | p. 349 |
Location e-commerce | p. 351 |
Wholesaling | p. 352 |
Purchasing | p. 353 |
Supply Chain Management | p. 355 |
Production Decisions | p. 357 |
Transportation Decisions | p. 358 |
Facility Decisions | p. 362 |
Inventory Decisions | p. 362 |
Inventory as a Strategic Tool | p. 364 |
Communications Decisions | p. 364 |
Logistics and the Environment | p. 365 |
Customer Service | p. 366 |
Service Levels | p. 366 |
Customer Complaints | p. 367 |
Customer Satisfaction | p. 368 |
Organizing for Customer Service | p. 370 |
Summary | p. 371 |
Questions for Review | p. 372 |
Questions for Discussion | p. 372 |
Further Readings | p. 373 |
Designing Effective Promotion and Advertising Strategies | |
Dialogue | p. 375 |
Encoding and Decoding | p. 375 |
Marketing Mix | p. 376 |
Corporate Promotion versus Brand Promotion | p. 377 |
Push versus Pull | p. 378 |
Consumer versus Industrial Advertising | p. 379 |
Creating the Correct Messages | p. 380 |
Awareness | p. 380 |
Interest | p. 382 |
Understanding | p. 383 |
Attitude | p. 383 |
Buying Decision | p. 383 |
The Message | p. 384 |
Message Consistency | p. 384 |
Opinion Leaders | p. 385 |
Word of Mouth | p. 385 |
Message Selection | p. 386 |
Media Selection | p. 387 |
Coverage | p. 387 |
Frequency | p. 388 |
Types of Media and Their Characteristics | p. 389 |
Promotional Mix | p. 394 |
Promotion of Services | p. 396 |
Promotion in Nonprofit Organizations | p. 396 |
Advertising Plan | p. 397 |
Advertising Budgets | p. 397 |
Researching Advertising Effectiveness | p. 399 |
Selecting an Advertising Agency | p. 401 |
Summary | p. 403 |
Questions for Review | p. 403 |
Questions for Discussion | p. 404 |
Further Readings | p. 405 |
Direct Marketing, Sales Promotion, and Public Relations | |
Precision Marketing | p. 408 |
Availability and Consolidation of Secondary Data | p. 408 |
Point-of-Sale Data | p. 409 |
Manipulation of Data | p. 410 |
Direct Marketing Delivery Systems | p. 411 |
Direct Mail Communication | p. 411 |
Advantages and Disadvantages of Direct Mail | p. 412 |
Structuring the Direct Mail Campaign | p. 413 |
Internet-Based Communications e-commerce | p. 415 |
Door-to-Door | p. 415 |
Publications | p. 416 |
Telemarketing | p. 416 |
Telemarketing Agencies | p. 418 |
Inbound Telemarketing | p. 418 |
Network Marketing | p. 419 |
Sales Promotion | p. 420 |
Advantages and Disadvantages of Sales Promotion | p. 420 |
Promotional Pricing | p. 422 |
Nonprice Promotions | p. 425 |
Sampling | p. 426 |
Sponsorship | p. 428 |
Trade Shows | p. 428 |
The Press and Public Relations | p. 430 |
Media Contact | p. 430 |
News Stories | p. 430 |
The Press Office | p. 431 |
Corporate Public Relations | p. 431 |
Summary | p. 434 |
Questions for Review | p. 434 |
Questions for Discussion | p. 435 |
Further Readings | p. 437 |
Selling and Sales Management | |
Territory Management and Planning | p. 440 |
Geographical Territories | p. 441 |
Territory Plans | p. 441 |
Annual Calls Available | p. 443 |
Sales Personnel Plan | p. 444 |
The Sales Professional | p. 445 |
Individual Management of Sales | p. 445 |
Territory Sales Plan | p. 446 |
Sales Objectives | p. 448 |
Industrial Sales | p. 449 |
Industrial Buying Situations | p. 449 |
Decision Makers and Influencers | p. 450 |
Project Management | p. 451 |
Proposals | p. 451 |
Interorganizational Relations | p. 452 |
Relationship Marketing | p. 452 |
Account Planning | p. 454 |
Sales Team Management | p. 455 |
Marketing Management | p. 455 |
Cultural Generalization | p. 456 |
People Management | p. 459 |
Summary | p. 464 |
Questions for Review | p. 465 |
Questions for Discussion | p. 465 |
Further Readings | p. 467 |
The Future of Marketing | |
Environmental Changes | p. 470 |
The Technological Environment e-commerce | p. 470 |
The Financial Environment | p. 472 |
The Regulatory Environment | p. 472 |
The Societal Environment | p. 473 |
The Competitive Environment | p. 475 |
Effects on Marketing Management | p. 479 |
Product Policy | p. 480 |
Pricing Policy | p. 481 |
Distributing Strategy | p. 481 |
Communications Strategy | p. 483 |
Further Readings | p. 484 |
Amazon.com e-commerce | p. 485 |
Anheuser-Busch International, Inc.: Making Inroads into Brazil and Mexico | p. 495 |
ATandT: The Threat of Internet Telephony e-commerce | p. 505 |
Citibank N.A. in Japan | p. 515 |
Kao Corporation: Direction for the 21st Century | p. 523 |
Marketing and the Environment: Tuna versus Dolphins | p. 535 |
Pepsi One | p. 541 |
Spectrum Color Systems, Inc. | p. 553 |
Unisys: The Repositioning | p. 563 |
Water from Iceland | p. 573 |
Company and Organization Index | p. 581 |
Name Index | p. 585 |
Subject Index | p. 589 |
Photo Credits | p. 598 |
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