Public Relations Cases 5th ed. Jerry A. Hendrix
Tytuł: Public Relations Cases
Autor: Jerry A. Hendrix
Wydawca: Wadsworth
Rok wydania: 2000
Wydanie: 5
ISBN-13: 9780534514327
Okładka: miękka
Liczba stron: 480
Stan książki
Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.
O książce
Podręcznik, który może być wykorzystywany do samodzielnej nauki public relations. Autor omawia podstawy public relations, ilustrując je 29 rzeczywistymi zdarzeniami. Opisy poszczególnych zdarzeń pozwalają czytelnikowi na gruntowne zapoznanie się z różnymi rodzajami strategii komunikacji, realizowanymi przez najwybitniejszych praktyków. w każdym omawianym przypadku ocenie podlega strategia, zastosowania kreatywne oraz ich efektywność w danej grupie docelowej.
Spis treści
Preface
Part I Solving Public Relations Problems
Chapter 1 Public Relations in Action
Process
Cases
Ethics
The Overall Plan of This Book
Activity 1.1 Keys to Success
General Public Relations Readings
Chapter 2 A Public Relations Process
Research
Objectives
Programming
Evaluation
Summary
Activity 2.1 Teach Your Methods Well
Notes
Readings on the Public Relations Process
Part II Reaching Major Audiences
Chapter 3 Media Relations
Research
Objectives
Programming
Evaluation
Summary
Activity 3.1 Media Relations on the Cheap
Readings on Media Relations
Media Relations Cases
Case 3-1 Titanic Video Launch
Case 3-2 Sea-ing Double: How Princess Cruises Made Identical Ships Newsworth
Case 3-3 Maytag Neptune High-Efficiency Washer Introduction
Case 3-4 Legendary Football Coaches Commemorative Stamps
Chapter 4 Internal Communications
Employee Relations
Research
Objectives
Programming
Evaluation
Summary
Activity 4.1 Face to Face
Employee Relations Cases
Case 4-1 "Just 2 It"
Case 4-2 Healthy Heart and Soul
Member Relations
Research
Objective
Programming
Evaluation
Summary
Readings on Internal Communications
Member Relations Cases
Case 4-3 The Air Force Association-- Member Relations
Case 4-4 World Vinyl Forum
Chapter 5 Community Relations
Research
Objectives
Programming
Evaluation
Summary
Activity 5.1 Riding the Rails
Readings on Community Relations
Community Relations Cases
Case 5-1 Come Home: The Return to Central Library
Case 5-2 Colorado Springs Airport Opening
Case 5-3 The Collectors
Chapter 6 Public Affairs and Government Relations
Research
Objectives
Programming
Evaluation
Summary
Activity 6.1 Public Affairs in the Digital Age
Readings on Public Affairs
Public Affairs Cases
Case 6-1 Revision 12: The Campaign to Close the Gun Show Loophole in Florida
Case 6-2 Ryobi 4-Cycle: The Future Is Clear
Case 6-3 Balancing School Meals with Grains
Chapter 7 Investor and Financial Relations
Research
Objectives
Programming
Evaluation
Summary
Activity 7.1 Publicly Relating to Investors
Readings on Investor and Financial Relations
Investor Relations Cases
Case 7-1 Creating Confidence in a Corporate Turnaround
Case 7-2 Repositioning the Scotts Company
Chapter 8 Consumer Relations
Research
Objectives
Programming
Evaluation
Summary
Activity 8.1 Keeping the Consumers Happy
Readings on Consumer Relations
Consumer Relations Cases
Case 8-1 Benecol Pre-launch: Laying the Foundation for Phenomenon
Case 8-2 Maxwell House Build a Home America
Case 8-3 Making Science Make Sense
Case 8-4 Wamoola Madness: America Meets the New $20 Bill
Chapter 9 International Public Relations
Research
Objectives
Programming
Evaluation
Summary 332
Activity 9.1 Bon Voyage!
Readings on International Public Relations
International Public Relations Cases
Case 9-1 Lucent Branding Success in Latin America--An Integrated Approach
Case 9-2 Restoring Confidence in Korea during the Asian Financial Crisis
Chapter 10 Relations with Special Publics
Research
Objectives
Programming
Evaluation
Summary
Activity 10.1 Segmenting Special Publics--Pros and Cons
Readings on Special Publics
Special Publics Cases
Case 10-1 Visa "Read Me a Story"--Addressing America's Reading Crisis
Case 10-2 Your Thyroid: Gland Central--Putting Thyroid Disease on the Fast Track
Case 10-3 Hispanic Cheese Education Campaign
Part III Emergency Public Relations
Chapter 11 Emergency Public Relations
Research
Objectives
Programming
Evaluation
Summary
Activity 11.1 Oh My Goodness!
Activity 11.2 Puttin' the Pieces Back Together!
Readings on Emergency Public Relations
Emergency Public Relations Cases
Case 11-1 The Houston Chemical Complex
Case 11-2 Pepsi's Crisis Response: The Syringe Scare
Part IV Beyond Public Relations: Integrated Marketing Communications
Chapter 12 Integrated Marketing Communications
Research
Objectives
Programming
Evaluation
Summary
Notes
Activity 12.1 IMC in the Real World
Readings on Integrated Marketing Communications
Integrated Marketing Communications Cases
Case 12-1 Best Drive in the Game
Case 12-2 Montgomery County's Composting Program
Appendix I Questions for Class Discussion and Case Analysis
Appendix II PRSA Code of Professional Standards for the Practice of Public Relations
Index
Consumer Behavior 6e Michael R. Solomon
Tytuł: Consumer Behavior
Autor: Michael R. Solomon
Wydawca: Prentice Hall
Wydanie: 6
Rok wydania: 2003
ISBN-13: 9780131404069
Okładka: twarda
Liczba stron: 640
Stan książki
Niewielkie ślady używania na okładce. Wewnątrz bez zaznaczeń
O książce
Tekst omawia najpopularniejsze teorie wyjaśniające zachowania konsumentów i pokazuje potrzebę rozumienia zachowania konsumentów w formułowaniu strategii marketingowej. Podręcznik skupia się nie tylko na zachowaniach amerykańskich konsumentów. Pokazuje style konsumpcji z różnych stron świata i omawia różnice kulturowe. Podręcznik pokazuje także wpływ Internetu na zachowania konsumentów. Książka skierowana zarówno do studentów, jak i osób zawodowo zajmujących się marketingiem.
Podstawa polskiego wydania tego tytułu.
Spis treści
Ch. 1 Consumers rule 4
Ch. 2 Perception 46
Ch. 3 Learning and memory 82
Ch. 4 Motivation and values 116
Ch. 5 The self 154
Ch. 6 Personality and lifestyles 194
Ch. 7 Attitudes 232
Ch. 8 Attitude change and interactive communications 264
Ch. 9 Individual decision making 302
Ch. 10 Buying and disposing 340
Ch. 11 Group influence and opinion leadership 378
Ch. 12 Organizational and household decision making 414
Ch. 13 Income and social class 450
Ch. 14 Ethnic, racial, and religious subcultures 482
Ch. 15 Age subcultures 510
Ch. 16 Cultural influences on consumer behavior 540
Ch. 17 The creation and diffusion of global consumer culture 568
Best Practice Cases in Branding Kevin Lane Keller
Tytuł: Best Practice Cases in Branding: Lessons from the World’s Strongest Brands
Autor: Kevin Lane Keller
Wydawca: Pearson Education
Wydanie: 1
Rok wydania: 2002
ISBN-13: 9780131411333
Okładka: miękka
Liczba stron: 288
Stan
Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.
O książce
Opis 12 przypadków z dziedziny zarządzania marką i IMC. Autor, międzynarodowy autorytet w tej dziedzinie, przygląda się procesom i praktykom stojącym za sukcesami największych marek, takich jak: Levi Strauss, Nike, DuPont, Intel. Książka polecana specjalistom ds. marketingu i brand managerom jako dodatek do książki Strategic Brand Management 2e tego samego autora.
Spis treści
Case 1: Levi Strauss and Co.: Creating a Sub-Brand.
Case 2: Intel Corporation: Branding an Ingredient.
Case 3: The California Milk Processor Board: Branding a Commodity.
Case 4: Red Bull: Building Brand Equity in New Ways.
Case 5: MTV: Building a Brand Resonance.
Case 6: Nike: Building a Global Brand.
Case 7: DuPont: Managing a Corporate Brand.
Case 8: Nivea: Managing a Brand Hierarchy.
Case 9: Starbucks Corporation: Managing a High Growth Brand.
Case 10: Yahoo! Managing an Internet Brand.
Case 11: Snapple: Revitalizing a Brand.
Case 12: Accenture: Rebranding and Repositioning a Global Brand.
Contemporary Advertising 9e William Arens
Tytuł: Contemporary Advertising
Autor: William F. Arens
Wydawca: McGraw-Hill
Wydanie: 9
Rok wydania: 2003
ISBN-13: 9780072883923
Okładka: twarda
Liczba stron: 736
Stan
Niewielkie ślady używania na okładce. Wewnątrz zaznaczenia na kilku stronach.
O książce
Contemporary Advertising to jeden z najpopularnijszych podręczników reklamy w USA. Książka jest ceniona za przystępny styl i przykłady najświeższych kampani reklamowych. Tekst to kompleksowe omównienie branży, teorii i narzędzi reklamy z perspektywy kreacji. Autor czerpie garściami z własnych doświadczeń zawodowych oraz omawia wagę komunikacji zintegrowanej i jej wpływu na strategię przedsiębiorstwa.
Spis treści
1 What is advertising today? 4
2 The evolution of advertising 28
3 The economic, social, and regulatory aspects of advertising 54
4 The scope of advertising : from local to global 96
5 Marketing and consumer behavior : the foundations of advertising 136
6 Market segmentation and the marketing mix : determinants of advertising strategy 168
7 Research : gathering information for advertising planning 204
8 Marketing and advertising planning : top-down, bottom-up, and IMC 232
9 Planning media strategy : finding links to the market 266
10 Relationship building : direct marketing, personal selling, and sales promotion 304
11 Relationship building : public relations, sponsorship, and corporate advertising 336
12 Creative strategy and the creative process 370
13 Creative execution : art and copy 404
14 Producing ads for print, electronic, and digital media 438
15 Using print media 484
16 Using electronic media : television and radio 514
17 Using digital interactive media and direct mail 544
18 Using out-of-home, exhibitive, and supplementary media 580
Epilogue : re-positioning a brand : MasterCard's "priceless" campaign 608
Marketing 4e Solomon, Stuart
Tytuł: Marketing: Real People, Real Choices
Autor: Michael R. Solomon, Elnora W. Stuart, Greg W. Marshall
Wydawca: Prentice Hall
Wydanie: 4
Rok wydania: 2004
ISBN-13: 9780131449688
Okładka: miękka
Liczba stron: 624
Stan
Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.
O ksiażce
Napisany przystępnym językiem tekst o marketingu, przedstawiający podstawowe teorie oraz ich znaczenie w walce konkurencyjnej. Autorzy pokazują marketing z perspektywy klientów, którzy na codzień podejmują decyzje zakupowe. Pokazują, że marketing tworzy wartość nie tylko dla przedsiębiorstwa, ale także dla jego najbliższego otoczenia i społeczeństwa. Tekst skierowany do osób, które planują karierę w marketingu.
Spis treści
Preface xxiii
Making Marketing Value Decisions 3
Welcome to the World of Marketing: Creating and Delivering Value 3
Real people, real choices: Meet Bill Bieberbach, a Decision Maker at Ron Jon Surf Shop Inc. 3
Welcome to a Branded World 5
Welcome to Brand You 5
The Who and Where of Marketing 6
Marketing's Role in the Firm: Working Cross-Functionally 7
Where Do You Fit In? Careers in Marketing 7
The Value of Marketing 9
Marketing Is About Meeting Needs 9
Marketing Is About Creating Utility 10
Marketing Is About Exchange Relationships 11
When Did Marketing Begin? The Evolution of a Concept 12
The Production Era 13
The Selling Era 13
The Consumer Era 14
The New Era: Make Money and Act Ethically 14
Measuring value: Marketing Metrics 16
Measuring Value 16
What can be Marketed? 16
Consumer Goods and Services 17
Business-to-Business Goods and Services 17
Not-for-Profit Marketing 18
Idea, Place, and People Marketing 18
The Marketing of Value 19
Value from the Customer's Perspective 19
Value from the Seller's Perspective 20
Value from Society's Perspective 24
The Dark Side of Marketing 25
Marketing as a Process 26
Marketing Planning 26
Real people, other voices: Advice for Ron Jon Surf Shop Inc. 27
Marketing's Tools: The Marketing Mix 28
Real people, real choices: How It Worked Out at Ron Jon Surf Shop 30
Chapter Summary 31
Key Terms 32
Chapter Review 32
Real people, real surfers: exploring the web 34
Marketing Plan Exercise 34
Marketing in Action Case: Real Choices at Virgin Galactic 34
Strategic Market Planning: Capturing the Big Picture 37
Real people, real choices: Meet Rick Szatkowski, a Decision Maker at NeoMedia Technologies 37
Business Planning: Composing the Big Picture 40
The Three Levels of Business Planning 41
Strategic Planning: Framing the Picture 42
Define the Mission 42
Evaluate the Internal and External Environment 43
Set Organizational or SBU Objectives 45
Establish the Business Portfolio 46
Develop Growth Strategies 48
Measuring value: Marketing Metrics 48
Real people, other voices: Advice for Qode 50
Marketing Planning: Selecting the Camera Setting 51
Perform a Situation Analysis 51
Set Marketing Objectives 51
Develop Marketing Strategies 52
Implement and Control the Marketing Plan 54
Creating and Working with a Marketing Plan: Snapping the Picture 56
Make Your Life Easier!: Use the Marketing Planning Template 57
Operational Planning: Day-to-Day Execution of Marketing Plans 57
The Value of a Marketing Culture 57
Real people, real choices: How it Worked Out at Qode 58
Chapter Summary 60
Key Terms 60
Chapter Review 61
Real people, real surfers: exploring the web 62
Marketing Plan Exercise 62
Marketing in Action Case: Real Choices at NeoMedia Technologies 63
Thriving in the Marketing Environment: The World Is Flat 65
Real people, real choices: Meet Rick Goings, a Decision Maker at Tupperware Brands Corporation 65
Welcome to the New Era of Marketing 67
Doing Good: Ethical Behavior in the Marketplace 68
Business Ethics 68
Consumerism: People Fighting Back 69
Ethics in the Marketing Mix 71
Doing it Right: Promoting Social Responsibility 72
Serving the Environment 73
Serving Society: Cause Marketing 74
Serving the Community; Promoting Cultural Diversity 74
Playing on an International Stage: The Complicated World of Global Marketing 75
World Trade 75
Making the Decision to Go Global 76
Road Blocks at the Borders 77
The Global Marketing Environment 80
The Economic Environment 80
The Competitive Environment 82
The Technological Environment 84
The Political and Legal Environment 84
The Sociocultural Environment 87
Real people, real choices: Advice for Tupperware Corporation 89
Is the World Flat or Not? How "Global" Should a Global Marketing Strategy Be? 91
Company-Level Decisions: Choosing a Market-Entry Strategy 91
Born-Global Firms 93
Product-Level Decisions: Choosing a Marketing Mix Strategy 94
Standardization versus Localization 94
Real people, real choices: How it Worked Out at Tupperware 97
Chapter Summary 98
Key Terms 99
Chapter Review 100
Real people, real choices: exploring the web 102
Marketing Plan Exercise 102
Marketing in Action Case: Real Choices at New Balance 102
Understanding Consumers' Value Need 105
Marketing Research: Gathering, Analyzing, and Using Information 105
Real people, real choices: Meet Cindy Tungate, a Decision Maker at Plan-it Marketing 105
Knowledge is Power 107
The Marketing Information System 107
Marketing Decision Support Systems 111
Measuring value: Marketing Metrics 111
Searching for Gold: Data Mining 112
What Marketers Can Do with Data Mining 112
Steps in the Marketing Research Process 113
Define the Research Problem 113
Determine the Research Design 115
Choose the Method for Collecting Primary Data 120
Real people, other voices: Advice for Plan-it Marketing 122
Design the Sample 128
Collect the Data 129
Analyze and Interpret the Data 130
Prepare the Research Report 130
Real people, real choices: How it Worked Out at Plan-it Marketing 131
Chapter Summary 133
Key Terms 133
Chapter Review 134
Real people, real surfers: exploring the web 135
Marketing Plan Exercise 136
Marketing in Action Case: Real Choices at Acxiom 136
Consumer Behavior: How and Why People Buy 139
Real people, real choices: Meet Danny Grossman, a Decision Maker at Wild Planet 139
Decisions, Decisions 141
Steps in the Consumer Decision-Making Process 141
Extended Problem Solving versus Habitual Decision Making 141
Problem Recognition 143
Information Search 144
Evaluation of Alternatives 145
Product Choice 145
Measuring value: Marketing Metrics 145
Postpurchase Evaluation 146
Internal Influences on Consumers' Decisions 147
Perception 147
Motivation 149
Learning 150
Attitudes 151
Personality 152
Age Group 153
The Family Life Cycle 154
Lifestyle 154
Situational Influences on Consumers' Decisions 155
The Physical Environment 156
Time 157
Social Influences on Consumers' Decisions 157
Culture 157
Subculture 159
Social Class 159
Group Membership 160
Real people, other voices: Advice for wild Planet 161
Opinion Leaders 162
Gender Roles 162
Consumer-to-Consumer E-Commerce 163
Blogs 164
Real people, real choices: How it worked Out at Wild Planet 165
Chapter Summary 166
Key Terms 167
Chapter Review 167
Real people, real surfers: exploring the web 169
Marketing Plan Exercise 169
Marketing in Action Case: Real Choices at Facebook.com 170
Business-to-Business Markets: How and Why Organizations Buy 173
Real people, real choices: Meet Vicki Holt, a Decision Maker at PPG Industries 173
Business Markets: Buying and Selling When Stakes are High 175
Characteristics That Make a Difference in Business Markets 176
Multiple Buyers 177
Number of Customers 177
Size of Purchases 177
Geographic Concentration 177
Business-to-Business Demand 178
Derived Demand 178
Inelastic Demand 178
Fluctuating Demand 179
Joint Demand 179
Types of Business-to-Business Markets 179
Producers 180
Resellers 180
Organizations 180
North American Industry Classification System 181
The Nature of Business Buying 182
The Buying Situation 182
The Professional Buyer 184
The Buying Center 184
Real people, other voices: Advice for PPG Industries 185
The Business Buying Decision Process 186
Business-to-Business E-Commerce 190
Intranets, Extranets, and Private Exchanges 191
Security Threats 192
Real people, real choices: How It Worked Out at PPG Industries 193
Chapter Summary 194
Key Terms 194
Chapter Review 195
Real people, real surfers: exploring the web 197
Marketing Plan Exercise 197
Marketing in Action Case: Real Choices at Airbus 198
Sharpening the Focus: Target Marketing Strategies and Customer Relationship Management 201
Real people, real choices: Meet Que Gaskins, a Decision Maker at Reebok 201
Target Marketing Strategy: Selecting and Entering a Market 203
Segmentation 203
Segmenting Consumer Markets 204
Segmenting Business-to-Business Markets 216
Targeting 216
Evaluating Market Segments 216
Real people, other voices: Advice for Reebok 217
Developing Segment Profiles 218
Choosing a Targeting Strategy 218
Positioning 220
Developing a Positioning Strategy 220
Bringing a Product to Life: The Brand Personality 222
Customer Relationship Management: Toward a Segment of One 224
Four Steps in One-to-One Marketing 224
CRM: A New Perspective on an Old Problem 224
Characteristics of CRM 226
Real people, real choices: How it Worked Out at Reebok 228
Chapter Summary 229
Key Terms 229
Chapter Review 230
Real people, real surfers: exploring the web 231
Marketing Plan Exercise 232
Marketing in Action Case: Real Choices at Oracle 232
Creating the Value Preposition 235
Creating the Product 235
Real people, real choices: Meet Eleni Rossides, a Decision Maker at Black & Decker 235
Build a Better Mousetrap: The Value Proposition 237
Layers of the Product Concept 238
The Core Product 238
The Actual Product 239
The Augmented Product 239
Classifying Products 241
Classifying Goods: How Long Does the Product Last? 242
Classifying Goods: How Do Consumers Buy the Product? 242 Business-to-Business Products 244
"New and Improved!": The Process of Innovation 245
It's Important to Understand How Innovations Work 246 Types of Innovations 246
Developing New Products 249
Idea Generation 250
Product Concept Development and Screening 251
Marketing Strategy Development 253
Business Analysis 253
Real people, other voices: Advice for Black & Decker 254
Technical Development 254
Test Marketing 255
Commercialization 256
Adoption and Diffusion of New Products 256
Stages in Consumer Adoption of a New Product 257
The Diffusion of Innovations 260
How Organizational Differences Affect Adoption 263
Real people, real choices: How It Worked Out at Black & Decker 264
Chapter Summary 266
Key Terms 266
Chapter Review 267
Real people, real surfers: exploring the web 268
Marketing Plan Exercise 268
Marketing in Action Case: Real Choices at Kodak 269
Managing the Product 271
Real people, real choices: Meet Angela Daros, a Decision Maker at Grendha Shoes Corporation 271
Product Planning: Taking the Next Step 273
Using Product Objectives to Decide on a Product Strategy 273
Objectives and Strategies for Individual Products 274
Objectives and Strategies for Multiple Products 275
Quality as a Product Objective 278
Marketing Throughout the Product Life Cycle 281
The Introduction Stage 282
The Growth Stage 282
The Maturity Stage 283
The Decline Stage 284
Real people, other voices: Advice for Grendha Shoes 285
Creating Product Identity: Branding Decisions 286
What's in a Name (or a Symbol)? 286
The Importance of Branding 287
Branding Strategies 290
Measuring value: Marketing Metrics 291
Creating Product Identity: Packaging and Labeling Decisions 293
Packaging Functions 293
Designing Effective Packaging 294
Labeling Regulations 295
Organizing for Effective Product Management 295
Management of Existing Products 295
Organizing for New-Product Development 296
Real people, real choices: How It Worked Out at Grendha Shoes 297
Chapter Summary 298
Key Terms 299
Chapter Review 299
Real people, real surfers: exploring the web 301
Marketing Plan Exercise 301
Marketing in Action Case: Real Choices at Sony 302
Services and Other Intangibles: Marketing the Product That Isn't There 305
Real people, real choices: Meet Robyn Eichenholz, a Decision Maker at Universal Orlando 305
Marketing What Isn't There 307
Does Marketing Work for Intangibles? 307
What Is a Service? 309
Characteristics of Services 309
Classifying Services 312
Measuring value: Marketing Metrics 312
Core and Augmented Services 315
Services on the Internet 316
Measuring value: Marketing Metrics 316
The Service Encounter 317
Providing Quality Service 319
Service Quality Attributes 319
Measuring Service Quality 320
Strategic Issues in Service Quality 322
Measuring value: Marketing Metrics 322
The Future of Services 323
Real people, other voices: Advice for Universal Orlando 324
Marketing People, Places, and Ideas 325
Marketing People 325
Marketing Places 327
Marketing Ideas 327
Real people, real choices: How it Worked Out at Universal Orlando 328
Chapter Summary 329
Key Terms 330
Chapter Review 330
Real people, real surfers: exploring the web 331
Marketing Plan Exercise 332
Marketing in Action Case: Real Choices at XM Satellite Radio 332
Pricing the Product 335
Real people, real choices: Meet Danielle Blugrind, a Decision Maker at Taco Bell 335
"Yes, But What Does It Cost?" 337
Develop Pricing Objectives 338
Sales or Market Share Objectives 338
Profit Objectives 339
Competitive Effect Objectives 339
Customer Satisfaction Objectives 340
Image Enhancement Objectives 340
Estimate Demand 340
Demand Curves 340
Price Elasticity of Demand 343
Determine Costs 345
Types of Costs 345
Break-Even Analysis 347
Marginal Analysis 348
Evaluate the Pricing Environment 349
The Economy 350
The Competition 350
Consumer Trends 351
Choose a Pricing Strategy 351
Pricing Strategies Based on Cost 351
Pricing Strategies Based on Demand 352
Pricing Strategies Based on the Competition 354
Pricing Strategies Based on Customers' Needs 354
New-Product Pricing 355
Develop Pricing Tactics 356
Pricing for Individual Products 356
Pricing for Multiple Products 356
Distribution-Based Pricing 357
Discounting for Channel Members 357
Pricing and Electronic Commerce 358
Dynamic Pricing Strategies 359
Auctions 359
Pricing Advantages for Online Shoppers 359
Psychological Issues in Pricing 360
Buyers' Pricing Expectations 360
Psychological Pricing Strategies 361
Real people, other voices: Advice for Taco Bell 362
Legal and Ethical Considerations in Pricing 363
Deceptive Pricing Practices 363
Unfair Sales Acts 363
Illegal Business-to-Business Price Discrimination 364
Price-Fixing 364
Predatory Pricing 364
Real people, real choices: How It Worked Out at Taco Bell 365
Chapter Summary 366
Key Terms 367
Chapter Review 367
Real people, real surfers: exploring the web 369
Marketing Plan Exercise 369
Marketing in Action Case: Real Choices at True Religion Jeans 370
Communicating the Value Proposition 373
Catching the Buzz: Promotional Strategy and Integrated Marketing Communication 373
Real people, real choices: Meet Vince O'Brien, a Decision Maker at General Motors R*Works 373
Tailoring Marketing Communication to Customers 375
The Communication Model 377
Encoding by the Source (the Marketer) 377
The Message 378
The Medium 378
Decoding by the Receiver 379
Noise 379
Feedback 379
Marketing Communication Strategy and the Promotion Mix 380
Mass Appeals 380
Personal Appeals 381
Buzz Appeals 383
Real people, other voices: Advice for General Motors R*works 383
Integrated Marketing Communication 387
Measuring value: Marketing Metrics 387
Characteristics of IMC 388
IMC and Database Marketing 390
Developing the IMC Plan 391
Identify the Target Audiences 391
Establish the Communication Objectives 392
Determine and Allocate the Marketing Communication Budget 394
Design the Promotion Mix 396
Evaluate the Effectiveness of the Communication Program 397
Real people, real choices: How It Worked Out at General Motors R*Works 398
Chapter Summary 400
Key Terms 401
Chapter Review 401
Real people, real surfers: exploring the web 402
Marketing in Action Case: Real Choices at American Express 403
Advertising, Sales Promotion, and Public Relations 405
Real people, real choices: Meet Joe Chernov, a Decision Maker at BzzAgent 405
Advertising: The Image of Marketing 407
Types of Advertising 408
Who Creates Advertising? 409
Developing the Advertising Campaign 411
Identify the Target Audience 411
Establish Message and Budget Objectives 412
Design the Ads 412
Measuring value: Marketing Metrics 412
Pretest What the Ads Will Say 415
Choose the Media Type(s) and Media Schedule 415
Measuring value: Marketing Metrics 417
Measuring value: Marketing Metrics 419
Evaluate the Advertising 422
Sales Promotion 422
Measuring value: Marketing Metrics 422
Sales Promotion Directed toward the Trade 423
Sales Promotion Directed toward Consumers 425
Measuring value: Marketing Metrics 425
Public Relations 429
Objectives of Public Relations 430
Real people, real voices: Advice for BzzAgent 431
Planning a Public Relations Campaign 432
Public Relations Activities 432
Real people, real choices: How It Worked Out at BzzAgent 436
Chapter Summary 437
Key Terms 438
Chapter Review 438
Real people, real surfers: exploring the web 440
Marketing Plan Exercise 440
Marketing in Action Case: Real Choices at Amazon.com 440
Personal Selling, Sales Management, and Direct Marketing 443
Real people, real choices: Meet Esther Ferre, A Decision Maker at IBM 443
Advertising is Not the Only Game in Town! 445
Personal Selling 445
The Role of Personal Selling 446
Technology and Personal Selling 447
Measuring value: Marketing Metrics 448
Types of Sales Jobs 448
Approaches to Personal Selling 449
The Creative Selling Process 449
Sales Management 453
Setting Sales Force Objectives 453
Creating a Sales Force Strategy 453
Recruiting, Training, and Rewarding the Sales Force 454
Real people, other voices: Advice for IBM 455
Evaluating the Sales Force 456
Direct Marketing 457
Measuring value: Marketing Metrics 457
Mail Order 457
Direct-Response Advertising 458
M-Commerce 459
Real people, real choices: How It Worked Out at IBM 460
Chapter Summary 460
Key Terms 461
Chapter Review 461
Real people, real surfers: exploring the web 462
Marketing Plan Exercise 462
Marketing in Action Case: Real Choices at Eli Lilly 462
Delivering the Value Proposition 465
Delivering Value Through Supply Chain Management: Channels of Distribution and Logistics 465
Real people, real choices: Meet Jim Lawrence, a Decision Maker at Darden Restaurants 465
Place: The Final Frontier 467
The Value Chain 468
Links in the Supply Chain 469
The Importance of Distribution: You Can't Sell What Isn't There! 471
Functions of Distribution Channels 471
The Internet in the Distribution Channel 473
Real people, other voices: Advice for Darden Restaurants 474
Channel Composition: Types of Wholesaling Intermediaries 475
Independent Intermediaries 475
Manufacturer-Owned Intermediaries 478
Types of Distribution Channels 478
Consumer Channels 480
Business-to-Business Channels 481
Dual Distribution Systens 481
Hybrid Marketing Systens 482
Planning a Channel Strategy 482
Develop Distribution Objectives 482
Evaluate Internal and External Environmental Influences 483 Step 3 Choose a Distribution Strategy 484
Develop Distribution Tactics 487
Distribution Channels and the Marketing Mix 489
Logistics: Implementing the Supply Chain 489
The Lowdown on Logistics 490
Logistics Functions 490
Measuring value: Marketing Metrics 493
Real people, real choices: How It Worked Out at Darden Restaurants 494
Chapter Summary 495
Key Terms 496
Chapter Review 496
Real people, real surfers: exploring the web 497
Marketing Plan Exercise 497
Marketing in Action Case: Real Choices at Procter & Gamble 498
Retailing: Bricks and Clicks 501
Real people, real choices: Meet Stan Clark, a Decision Maker at Eskimo Joe's 501
Retailing: Special Delivery 503
Retailing: A mixed (Shopping) Bag 503
The Evolution of Retailing 504
Real people, other voices: Advice for Eskimo Joe's 506
The Evolution Continues; What's "In Store" for the Future? 507
From Mom-and-Pop to Super Wal-Mart: Classifying Retail Stores 510
Classifying Retailers by What They Sell 510
Classifying Retailers by Level of Service 511
Measuring value: Marketing Metrics 511
Classifying Retailers by Merchandise Selection 511
Nonstore Retailing 516
Direct Selling 516
Automatic Vending 517
B2C E-Commerce 518
Benefits of B2C E-Commerce 518
Limitations of B2C E-Commerce 520
Measuring value: Marketing Metrics 521
Measuring value: Marketing Metrics 522
B2C's Effect on the Future of Retailing 522
Developing a Store Positioning Strategy: Retailing as Theater 522
Store Image 524
Building the Theater: Store Location 527
Real people, real choices: How it Worked Out at Eskimo Joe's 530
Chapter Summary 531
Key Terms 531
Chapter Review 532
Real people, real surfers: exploring the web 533
Marketing Plan Exercise 534
Marketing in Action Case: Real Choices at IKEA 534
Qode in Action: Implementing a Marketing Plan 537
Sample Marketing Plan: The S&S Smoothie Company 543
Marketing Math 555
Notes 565
Glossary 579
Photo Credits 594
Index 595