Marketing W/Student CD-ROM and PowerWeb

, by Etzel, Michael J.; Walker, Bruce J.; Stanton, William J.

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

ISBN: 9780072553727 | 0072553723
Cover: Paperback
Copyright: 5/29/2003

Rent

(Recommended)

$119.85

Term

Due

Price

Semester

Dec 12

$126.15

Quarter

Aug 13

$119.85

Short Term

Jul 3

$113.54

*This item is part of an exclusive publisher rental program and requires an additional convenience fee. This fee will be reflected in the shopping cart.
Buy New

Usually Ships in 3-4 Business Days

$161.51

Marketing, 13/e, by Etzel, Walker and Stanton continues to be a popular, low-cost, paperback option in the Principles market. This text is thoroughly revised, completely updated, and continues to incorporate technology, and feature in-text and boxed examples that highlight global issues, technology, ethics, and applied decision making, chapter opening cases, and part-ending cases. Other marketing themes integrated throughout the text include critical and current themes such as global marketing, customer relationship management, small business and entrepreneurship. This edition features a completely new design, a new Student CD-ROM, a revised supplements package and an interactive web page.

Preface

xvi

Part One The Nature and Scope of Marketing

(84)

1 The Field of Marketing

(26)

How Durable is the NORDSTROM Way?

(25)

Nature and Scope of Marketing

(2)

Evolution of Marketing

(3)

The Marketing Concept

(1)

You Make the Decision

Which of the Following Are Examples of Marketing?

(3)

Marketing in the Information Economy

What Opportunities Does Technology Offer to Marketing?

(4)

A Company's Marketing Program

(1)

Ethics and Marketing

(1)

An Ethical Dilemma?

(1)

Importance of Marketing

(2)

Global Perspective

Who Exports Which Products to the U.S.?

(4)

More about NORDSTROM

(2)

2 The Dynamic Marketing Environment

(22)

Is XM SATELLITE RADIO Playing Your song?

(21)

Environmental Monitoring

(1)

External Macroenvironment

(4)

You Make the Decision

How Can a Firm Appeal to Generation Y?

(3)

A Global Perspective

How Competitive Do We Want to Be?

(3)

Marketing in the Information Economy

If it's such a Great Service, Why Did Webvan Fail?

(4)

An Ethical Dilemma?

(1)

External Microenvironment

(2)

Organization's Internal Environment

(2)

More about XM SATELLITE RADIO

(2)

3 Global Markets and Marketing

(29)

Is LEGO still Playing but Have the Rules Changed?

(28)

The Significance of International Trade

(3)

The Attraction of International Marketing

(1)

Marketing in the Information Economy

How Does the Internet Improve Global Marketing Operations?

(1)

Strategic Planning for International Marketing

(9)

Organization Structures for International Markets

(5)

Designing the Marketing Mix

(2)

You Make the Decision

Should a Country or Region Be Allowed to Restrict the Use of the Name of a Food?

(2)

An Ethical Dilemma?

(3)

More about LEGO

(2)

Cases for Part 1

(7)

Case 1: eBay

(3)

Case 2: Coca-Cola Co. versus PepsiCo

(4)

Part Two Identifying and selecting Markets

(120)

4 Consumer Markets and Buying Behavior

(30)

Can HARLEY-DAVIDSON Ride Any Faster?

(29)

The Consumer Market

(6)

Consumer Decision Making

(3)

You Make the Decision

Can Marketing Be Too successful?

(3)

A Global Perspective

Is Western Marketing Changing Chinese Women?

100

(6)

An Ethical Dilemma?

106

(3)

Marketing in the Information Economy

Will the Swap Meets Be in Cyberspace?

109

(4)

More about HARLEY-DAVIDSON

113

(3)

5 Business Markets and Business Buying Behavior

116

(28)

Can FREEMARKETS Satisfy Buyers and Sellers

117

(27)

Nature and Scope of the Business Market

118

(2)

Components of the Business Market

120

(4)

A Global Perspective

How Can a Business Marketer Learn about International Opportunities?

124

(1)

Characteristics of Business Market Demand

124

(3)

Determinants of Business Market Demand

127

(4)

Business Buying Behavior

131

(4)

You Make the Decision

Is It Better to Have One supplier or Multiple Suppliers?

135

(3)

An Ethical Dilemma?

138

(3)

Marketing in the Information Economy

Are Private Exchanges Displacing Public Exchanges?

141

(1)

More about FREEMARKETS

142

(2)

6 Market segmentation, Targeting and Positioning

144

(28)

The SMART CAR is Short and Sweet, but Will It Sell ?

145

(27)

An Overview of Market Segments and Target Markets

146

(1)

Market Segmentation

147

(3)

Ultimate Consumers and Business Users-the First Cut

150

(1)

Segmenting Consumer Markets

150

(5)

Marketing in the Information Economy

Will "Kathy" and "Lewis" Buy the New Taurus?

155

(1)

Segmenting Business Markets

156

(2)

Target-Market Strategies

158

(3)

A Global Perspective

Do Segments Transcend Borders?

161

(1)

Positioning

162

(2)

An Ethical Dilemma?

164

(1)

Forecasting Market Demand

165

(5)

More about the SMART CAR

170

(2)

7 Marketing Research and Market Information

172

(28)

Who's Counting on the CENSUS BUREAU?

173

(27)

The Marketing Research Function

174

(2)

Marketing Information Systems

176

(2)

Decision Support Systems

178

(2)

Databases, Data Warehouses, and Data Mining

180

(2)

An Ethical Dilemma?

182

(1)

Marketing Research Projects

182

(7)

Marketing in the Information Economy

For Which Kinds of Consumer Surveys Is the Internet Appropriate?

189

(3)

A Global Perspective

Making Adjustments to Conduct Global Research

192

(2)

You Make the Decision

Should Personal Observation by Executives Replace Formal Marketing Research?

194

(1)

Competitive Intelligence

194

(2)

Ethical Issues in Marketing Research

196

(1)

Status of Marketing Research

197

(1)

More about the CENSUS BUREAU

198

(2)

Cases for Part 2

200

(6)

Case 1: The Gap

200

(2)

Case 2: UPS versus FedEx versus USPS

202

(4)

Part Three Product

206

(110)

8 Product Planning and Development

206

(28)

Will the SEGWAY HT start Rolling?

207

(27)

The Meaning of Product

208

(2)

Classifications of Products

210

(7)

Importance of Product Innovation

217

(1)

Development of New Products

218

(1)

Marketing in the Information Economy

Will Consumers Ever Be Ready for E-Books?

219

(2)

A Global Perspective

Can New-Product Ideas Be Found on Other Continents?

221

(3)

An Ethical Dilemma?

224

(1)

New-Product Adoption and Diffusion

225

(3)

Organizing for Product Innovation

228

(3)

More about SEGWAY HT

231

(3)

9 Product-Mix Strategies

234

(24)

Can PALM Get a Better Grip on Its Market?

235

(23)

Product Mix and Product Line

236

(1)

Product-Mix Strategies

237

(3)

You Make the Decision

How Many Products Are Too Many?

240

(1)

An Ethical Dilemma?

241

(2)

The Product Life Cycle

243

(7)

Planned Obsolescence and Fashion

250

(3)

A Global Perspective

How Do New Fashions Make It So Quickly from Europe to the U.S.?

253

(1)

More about PALM

254

(4)

10 Brands, Packaging and Other Product Features

258

(26)

Is GEORGE FOREMAN the Champion in Another Ring?

259

(25)

Brands

260

(1)

A Global Perspective

Who's Got the Bud?

261

(5)

Branding Strategies

266

(7)

Packaging and Labeling

273

(1)

An Ethical Dilemma?

274

(3)

Design, Color, and Quality

277

(3)

You Make the Decision

How Can the Business World Be So Blue?

280

(2)

More about GEORGE FOREMAN

282

(2)

11 Services Marketing

284

(24)

Can ENTERPRISE Rent-A-Car Stay in the Fast Lane?

285

(23)

Nature and Importance of Services

286

(3)

The Development of Services Marketing

289

(1)

Developing a Services Marketing Program

290

(6)

Marketing in the Information Economy

Smart Cards: Blessing, Curse, or Just Not Necessary?

296

(2)

You Make the Decision

How Should a Service Marketer Adjust Prices?

298

(3)

Managing Service Quality

301

(2)

The Future of Services Marketing

303

(1)

An Ethical Dilemma?

303

(3)

More about ENTERPRISE Rent-A-Car

306

(2)

Cases for Part 3

308

(8)

Case 1: Walt Disney Co.

308

(3)

Case 2: Nintendo versus Sony versus Microsoft

311

(5)

Part Four Price

316

(70)

12 Price Determination

316

(28)

With PRICELINE.COM, Is the Price Always Right?

317

(27)

Meaning of Price

318

(2)

Importance of Price

320

(2)

Pricing Objectives

322

(2)

An Ethical Dilemma?

324

(1)

Factors Influencing Price Determination

325

(6)

Costs-Plus Pricing

331

(2)

Break-Even Analysis

333

(2)

Prices Based on Marginal Analysis

335

(1)

Prices Set in Relation to Market Alone

336

(1)

Marketing in the Information Economy

Who Gets a Price Advantage from the Internet?

337

(2)

You Make the Decision

Can You Deal with a Kinked Demand Curve?

339

(1)

A Global Perspective

How Is a New Currency Affecting Pricing in Europe?

340

(2)

More about PRICELINE.COM

342

(2)

A Appendix

344

(20)

Marketing Math

344

(20)

Price Elasticity of Demand

344

(1)

The Operating statement

345

(3)

Markups

348

(2)

Analytical Ratios

350

(14)

13 Pricing Strategies

364

(15)

Can BLUEFLY soar High with Low Prices Online?

355

(24)

Price versus Nonprice Competition

357

(1)

A Global Perspective

Does the Wal-Mart Way Work around the Globe?

358

(2)

Market-Entry strategies

360

(2)

Discounts and Allowances

362

(4)

Geographic Pricing Strategies

366

(3)

Special Pricing Strategies and Situations

369

(4)

An Ethical Dilemma?

373

(1)

You Make the Decision

Is It No Longer Possible to Raise Prices?

374

(2)

More about BLUEFLY

376

(3)

Cases for Part 4

379

(7)

Case 1: Southwest Airlines

379

(2)

Case 2: Dell Computer Corp.

381

(5)

Part Five Distribution

386

(96)

14 Channels of Distribution

386

(32)

Can AVON PRODUCTS Use, Distribution for a Makeover?

387

(31)

Middlemen and Distribution Channels

389

(2)

Designing Distribution Channels

391

(2)

Selecting the Type of Channel

393

(1)

A Global Perspective

Why Do Gray Markets Give Producers and Middlemen Gray Hair?

394

(9)

Marketing in the Information Economy

Will the Growth of the Internet Be the Demise of Middlemen?

403

(1)

Determining Intensity of Distribution

403

(2)

Conflict and Control in Channels

405

(4)

An Ethical Dilemma?

409

(3)

Legal Considerations in Managing Channels

412

(2)

More about AVON PRODUCTS

414

(4)

15 Retailing

418

(28)

Can PETsMART Be Top Dog?

419

(27)

Nature and Importance of Retailing

420

(7)

Retailers Classified by Form of Ownership

427

(3)

You Make the Decision

Would You Buy a Retail Franchise?

430

(1)

Retailers Classified by Marketing Strategies

430

(6)

An Ethical Dilemma?

436

(1)

Nonstore Retailing

436

(3)

Marketing in the Information Economy

Have "Bots" Changed shopping and Pricing on the Internet?

439

(2)

Institutional Change in Retailing

441

(1)

A Global Perspective

Are All Retailers Moving into Foreign Countries?

441

(2)

More about PETsMART

443

(3)

16 Wholesaling and Physical Distribution

446

(29)

Can W.W. GRAINGER Harness Every Distribution Channel?

447

(28)

Nature and Importance of Wholesaling

448

(5)

Merchant Wholesalers

453

(1)

Agent Wholesaling Middlemen

454

(3)

An Ethical Dilemma?

457

(1)

Nature and Importance of Physical Distribution

457

(2)

Marketing in the Information Economy

Can the Locations of over 50,000 Truck Tractors and Trailers Be Pinpointed?

459

(4)

Tasks in Physical Distribution Management

463

(2)

You Make the Decision

Will RFID Replace Bar Codes?

465

(3)

A Global Perspective

How Large Can Container Ships Be?

468

(5)

More about W.W. GRAINGER

473

(2)

Cases for Part 5

475

(7)

Case 1: Target Corp.

475

(2)

Case 2: Costco versus Sam's Club

477

(5)

Part Six Promotion

482

(86)

17 Integrated Marketing Communications

482

(26)

When AFLAC's Duck squawks, Who's Listening?

488

(20)

The Role of Promotion in Marketing

484

(2)

Promotion Methods

486

(2)

Integrated Marketing Communication

488

(2)

You Make the Decision

Are Sponsorships a Good Use of Promotional Resources?

490

(2)

The Communication Process and Promotion

492

(1)

Marketing in the Information Economy

Are You Ready for Advergames that Become Viral Objects?

493

(1)

Determining the Promotional Mix

494

(5)

The Promotion Budget

499

(2)

An Ethical Dilemma?

501

(1)

Regulation of Promotion

501

(2)

A Global Perspective

In Promotion, Will the EU Stitch Together a Regulatory Blanket or a Crazy Quilt?

503

(2)

More about AFLAC

505

(3)

18 Personal Selling and Sales Management

508

(24)

Has JOHNSON CONTROLS Found a New Road to Sales?

509

(23)

Nature of Personal selling

510

(5)

Changing Patterns in Personal selling

515

(4)

Marketing in the Information Economy

Is it Possible to Have Too Much of a Good Thing?

519

(1)

The Personal Selling Process

520

(3)

Strategic Sales-Force Management

522

(1)

Staffing and Operating a Sales Force

523

(3)

An Ethical Dilemma?

526

(1)

You Make the Decision

Should Organizations Use Special Incentives to Motivate Sales People?

527

(1)

Evaluating a Sales Person's Performance

527

(2)

More about JOHNSON CONTROLS

529

(3)

19 Advertising, Sales Promotion and Public Relations

532

(29)

Can ROYAL CARIBBEAN Cruise to a Profitable Harbor?

533

(28)

Nature and Scope of Advertising

534

(4)

Developing an Advertising Campaign

538

(2)

A Global Perspective

If a Global Marketing Strategy Won't Work, How about Global Advertising Campaigns?

540

(2)

An Ethical Dilemma?

542

(5)

You Make the Decision

How Should "Unconventional" Advertising Media Be Evaluated?

547

(1)

Marketing in the Information Economy

Is What You See What's Really There?

548

(1)

Organizing for Advertising

549

(1)

Sales Promotion

550

(6)

Public Relations

556

(3)

More about ROYAL CARIBBEAN

559

(2)

Cases for Part 6

561

(7)

Case 1: Nike

561

(3)

Case 2: The Hummer

564

(4)

Part Seven Managing the Marketing Effort

568

20 Strategic Marketing Planning

568

(24)

Can STARBUCKS Continue to Brew Plans for Profitable Growth?

569

(23)

Planning as Part of Management

570

(4)

Strategic Company Planning

574

(2)

Strategic Marketing Planning

576

(2)

You Make the Decision

Which Meat Has the Edge?

578

(1)

Annual Marketing Planning

579

(1)

An Ethical Dilemma?

579

(2)

Selected Planning Models

581

(2)

A Global Perspective

Is Expansion into China a Desirable Growth Strategy?

583

(1)

Marketing in the Information Economy

Does the Internet Foster Cannibalization?

584

(5)

More about STARBUCKS

589

(3)

21 Marketing Implementation and Evaluation

592

(28)

Can Anyone Catch ZARA in the Fashion Race?

593

(27)

Implementation in Marketing Management

594

(1)

Organizing for Implementation

595

(1)

An Ethical Dilemma?

596

(4)

Postsale Follow-Through

600

(3)

A Global Perspective

How Could a Guarantee Be Legal in AII Countries But One?

603

(2)

Marketing in the Information Economy

Can Online Customer Service Be Personal-and Pleasing?

605

(1)

Evaluating Marketing Performance

606

(2)

Analyses of sales Volume and Market Share

608

(2)

Marketing Cost Analysis

610

(5)

Use of Findings from Volume and Cost Analyses

615

(2)

More about ZARA

617

(3)

22 Marketing and the Information Economy

620

(24)

What's the incentive for MARITZ to Use Technology?

621

(23)

The Importance of Information in Marketing

623

(1)

Information Technology in Marketing

624

(4)

The Impact of the Internet on Markets

628

(1)

You Make the Decision

How Likely Is Your Car, Watch, or Key Chain to Become a Debit Card?

629

(3)

The Impact of the Internet on Marketing strategy

632

(5)

An Ethical Dilemma?

637

(1)

Issues and Opportunities in the Information Economy

637

(4)

A Global Perspective

Is Covisint a Blessing or a Curse?

641

(1)

The Future

641

(1)

More about MARITZ

642

(2)

Cases for Part 7

644

Case 1: McDonald's

644

(3)

Case 2: Amazon.com

647

Notes and References

N-1

Photo Credits

P-1

Glossary

G-1

Indexes

I-1

Name Index

Subject Index

Please wait while the item is added to your bag...

FREE SHIPPING

Rent More, Save More! Use code: BBRENTAL

5% off 1 book, 7% off 2 books, 10% off 3+ books

Marketing W/Student CD-ROM and PowerWeb

Summary

Table of Contents

Supplemental Materials

FREE SHIPPING

Rent More, Save More! Use code: BBRENTAL

5% off 1 book, 7% off 2 books, 10% off 3+ books

Marketing W/Student CD-ROM and PowerWeb

Summary

Table of Contents

Supplemental Materials

Digital License