Marketing
Marketing by Sandhusen
A Barron's Educational Series Handbook
Chapter List
Preface
1 THE MARKETING PROCESS : BASIC CONSEPTS
Overview
Introducing Merton Electronics
Marketing Concepts That Support Marketing Plans
MARKET FOCUS 1-1 Titanic : The Amazing Movie
The Eight Basic Marketing Functions
Evolution of Marketing : Self-Sufficiency to Centralization
Evolution of Marketing Philosophies : Production to Societal
International Perspective
GLOBAL FOCUS 1-1 Domino’s Pizza Changes Its Mix
Chapter Perspective
KNOW THE CONCEPTS
ANSWERS
2 THE INTERNATIONAL MARKET : FORCES AND OPPORTUNITIES
Overview
Why International Trade Grows
The Role of the United States in International Trade
Benefits of Entering Foreign Markets
GLOBAL FOCUS 2-1 The Free Market at Work : From Dirty Hands to Skilled Hands
GLOBAL FOCUS 2-2 Exports as a Hedge Against Flat U.S. Market
Difficulties in Entering Foreign Markets
The Growth of Global Markets
APEC, WTO, NAFTA, and the EU
The Americas, North and South
The Remarkable Latin American Economic Miracle
The Asia Pacific Market
The Sluggish European Union
Chapter Perspective
KNOW THE CONCEPTS
ANSWERS
3 MARKETING MANAGEMENT AND STRATEGIC MARKETING PLANNING
Overview
Marketing Management Creates Satisfactory Exchanges
What Marketing Managers Do
MARKET FOCUS 3-1 Strategic Planning at Wainwright Industries Earns Baldrige Award
Creating and Maintaining Demand Levels
Strategic Marketing Planning Manages Demand
Business - Level Strategic Planning
GLOBAL FOCUS 3-1 Formulating a Successful Export Strategy
Chapter Perspective
KNOW THE CONCEPTS
ANSWERS
4 THE MARKETING ENVIRONMENT
Overview
How Environmental Variables Influence Strategic Planning
MARKET FOCUS 4-1 AT&T Responds to Full-Scale Environmental Change
Macro/Microenvironments Affect Markets and Marketing Mixes
The Macroenvironment : Threats, Opportunities, and Responses
The Demographic Environment
The Economic Environment
The Social-Cultural Environment
The Political-Legal Environment
The Technological Environment
The Competitive Environment
The Microenvironment : Threats and Opportunities
Chapter Perspective
KNOW THE CONCEPTS
ANSWERS
5 THE INTERNATIONAL MARKETING ENVIRONMENT
Overview
Global Environments Affect Strategic Planning
Economic Considerations
Political-Legal Considerations
Home-Country Influences on Trade
GLOBAL FOCUS 5-1 Export Controls Hurt U.S. Firms
Host-Country Influence on Trade
Supranational Influences on Trade
Global Legal Systems Affect Business Decisions
Cultural Influences on Global Markets
GLOBAL FOCUS 5-2 It Helps to Know the Negotiating Context
Chapter Perspective
KNOW THE CONCEPTS
ANSWERS
6 MARKETING SYSTEMS
Overview
Marketing Processes and Systems
Systems Theory Explains Marketing Processes
Systems Within the Marketing System
The Organizational System Harmonizes Marketing Efforts
MARKET FOCUS 6-1 Ford Reorganizes to Serve Markets Better, Faster, and Cheaper
The Planning System Helps Define and Exploit Opportunities
The Control System Keeps Plans On Track International Perspective
GLOBAL FOCUS 6-1 Whirlpool Succeeds Abroad
Chapter Perspective
KNOW THE CONCEPTS
ANSWERS
7 MARKETING INFORMATION SYSTEMS AND MARKETING RESEACH
Overview
Marketing Information System Fuels Other Systems
MARKET FOCUS 7-1 The Global Spyglass
What Marketing Research?
Who Does Marketing Research?
Product/Market MR Applications
MR Applications Differ by Industry and Roles
Key MR Considerations : Validity and Reliability
Key MR Constraints : Subjects, Instruments, and Controls
The MR Process : Formulate, Compile, Analyze, and Recommend
Define Research Problem and Objectives
Conduct a Situation Analysis
Design a Research Plan
International Perspective
GLOBAL FOCUS 7-1 How Hewlett-Packard Finds Market Opportunities
Chapter Perspective
KNOW THE CONCEPTS
ANSWERS
8 MARKETING RESEARCH: TOOLS AND TECHNIQUES
Overview
Differences Between Exploratory and Conclusive Research
Conclusive Marketing Research Generates Primary Data
Designing the Research Plan
Collecting, Processing, and Applying Primary Data
Constructing the Questionnaire
Interpreting Data with Statistics and Experiments
Coding and Tabulating Data
Generating Conclusions and Making Recommendations
Implementation and Feedback
International Perspective
GLOBAL FOCUS 8-1 Adjusting Marketing Research to Market Conditions
Chapter Perspective
KNOW THE CONCEPTS
ANSWERS
9 CONSUMER BEHAVIOR
Overview
Consumer Behavior Defines Target Markets and Marketing Mixes
A Model of Consumer Behavior
Stimuli That Influence Consumer Behavior
How Interpersonal Variables Influence Consumer Behavior
How Reference Groups Influence Consumer Behavior
How Buyers Make Decisions
MARKET FOCUS 9-1 The Consumer Decision Process Guides Rogaine’s Promotion
International Perspective
GLOBAL FOCUS 9-1 Ostrich Rancher Looks to Feather His Nest in Overseas Markets
Chapter Perspective
KNOW THE CONCEPTS
ANSWER
10 ORGANIZATIONAL MARKETS AND BUYING BEHAVIOR
Overview
Components of the Organizational Market
The Industrial Producer Market
SIC Categories Define Industries and Trades
Demand Patterns Characterizing Industrial Markets
The Industrial Buying Process
MARKET FOCUS 10-1 Building Markets by Building Partnerships
The Reseller Market
The Government Market
The Institutional Market
International Perspective
Stages of Economic Development
Key Export Industries Generate Jobs and Growth
GLOBAL FOCUS 10-1 SIVAM: Case Study in Successful Advocacy
Demand Patterns in Global Markets
Purchasing Policies and Practices in Global Markets
Chapter Perspective
KNOW THE CONCEPTS
ANSWERS
11 MARKET SEGMENTATION, TARGETING, AND POSITIONING STRATEGIES
Overview
Target Marketing Improves Market Planning
Segmentation Strategy Options
Criteria That Define Worthwhile Segments
Bases for Segmenting Markets
Identifying and Defining Market Segments
Choosing a Segmentation Strategy in the Consumer Market
Choosing a Segmentation Strategy in the Organizational Market
Market Positioning: Find a Safe Niche
International Perspective
GLOBAL FOCUS 11-1 Nonalcoholic Wine Exporter Toasts World Markets
Chapter Perspective
KNOW THE CONCEPTS
ANSWERS
12 MEASURING MARKET AND SALES POTENTIAL
Overview
Forecasts Project Market and Sales Potential
Forecasts Help Plan and Achieve Marketing Goals
Forecasts Dimensions: Time, Space, and Products
Forecasting Criteria: Money, Authority, Desire, and Access
Relationships Between Marketing Effort and Demand
The Three-Step Direct Forecasting Approach
Organizational Market Forecasting Strategies
MARKET FOCUS 12-1 Building Forecasts and Market Plans on Zip Codes and Census Data
Judgmental Forecasting Techniques
International Perspective
GLOBAL FOCUS 12-1 Analogy Forecasts Help Build
Lakewood’s World Market for Chopsticks
Gap Analysis Scans and Compares
Chapter Perspective
KNOW THE CONTENTS
ANSWERS
13 PRODUCT PLANNING I: PRODUCT/MARKET GROWTH STEATEGIES
Overview
Products Define Customers, Competitors, and Marketing Mix
Products Defined: Bundles of Satisfactions
Consumer/Industrial Products Defined
Segmentation Implications
Product Life Cycles Help Plan Strategies
New Products : Anything That’s New
Organizing for New Product Development
International Perspective
Global Product Benefits
Standardized VS. Customized Plans
GLOBAL FOCUS 13-1 When Product Plans Go Awry
Product/Market Adaptation Strategies
The Fast-Growing Global Services Sector
International Product Life Cycles Help Plan Strategies
Introducing New Products into Global Markets
Chapter Perspective
KNOW THE CONCEPTS
ANSWERS
14 PRODUCT PLANNING II: PRODUCT DESIGN AND DEVELOPMENT STRATEGIES
Overview
Product Planning Meets Customer Needs, Company Goals
Product Planning in Context
Product Design: A Crucial Decision
Product Brands: Definitions, Benefits, and Strategies
Global Use Patterns Define Quality Levels
Overlooked Service Opportunities
MARKET FOCUS 14-1 The Increasing Importance of Service in Competitive Markets
Fulfilling Customer Service Needs
Product Packaging Decisions Respond to Environmental Needs
Labeling Decisions Supplement Packaging Decisions
Product Line and Mix Strategies
International Perspective
Product Design in Global Markets
GLOBAL FOCUS 14-1 Learning from Product Design Successes and Failures
Branding Products in Global Markets
Product Counterfeiting Threatens Global Trade
Chapter Perspective
KNOW THE CONCEPTS
ANSWERS
15 ESTABLISHING PRICING OBJECTIVES AND POLICIES
Overview
Pricing Objectives Define Policies and Strategies
Prices Influence Sales, Profits, and Marketing Mixes
Prices Support Marketing Mix Elements
Pricing Viewed as a Marketing Function
Establishing Pricing Objectives, Policies, and Strategies
MARKET FOCUS 15-1 How Customer Perceptions Define Quality and Price
How Political/Legal Climates Affect Pricing
International Perspective
How Cost Considerations Affect Global Pricing Decisions
Transfer Pricing and Tax-Tariff Games
GLOBAL FOCUS 15-1 Penalizing Transfer Pricing Abuses: Actions and Reactions
Currency Valuation Threats and Opportunities
Escrow Requirements Tie Up Earning Potential
Dumping: Hard to Define and Prove
Pricing Legislation
Chapter Perspective
KNOW THE CONCEPTS
ANSWERS
16 FORMULATING PRICING STRATEGIES AND TACTICS
Overview
Pricing Strategies Help Achieve Marketing Goals
Pricing Options Respond to Market Challenges
Cost-Based Strategies: ROI, Markups, and Breakevens
Oligopolistic Strategies: Copy Cats and Kinked Demand
Demand-Based Price Strategies: Skim or Penetrate?
Price Discrimination Favors Different Segments
Promotional Pricing Attracts Market Segments
Expected Profit Strategies Control Bidding
Product Line Pricing Strategies
Price Modification Strategies Meet Distributors’ Needs
Price Change Strategies: When and How
Anticipating Reactions to Price Do
Addressing Global Pricing Problems
GLOBAL FOCUS 16-1 Different Companies, Different Price Strategies
Chapter Perspective
KNOW THE CONCEPTS
ANSWERS
17 PROMOTION PLANNING I: INDIRECT PROMOTION
Overview
Promotion Mix Elements Inform, Persuade, or Remind
What Promotional People Do
A Model of the Communication Process
Planning Productive Promotion Programs
International Perspective
Advertising Around the World
Global Promotion Planning Problems
Guidelines for Successful Global Promotions
GLOBAL FOCUS 17-1 Overseas Trade Shows Enhance Direct Selling
Chapter Perspective
KNOW THE CONCEPTS
ANSWERS
18 PROMOTION PLANNING II: SALES AND SALES MANAGEMENT
Overview
Personal Selling: Expensive and Profitable
The Ultimate Goal Is the Ultimate Sale
Anatomy of a Sales Call
Types of Selling
Careers in Selling
Sales Managers Manage People
Salesforce Design
Salesforce Management
Salesforce Automation
International Perspective
GLOBAL FOCUS 18-1 Block Those Language Blunders!
Sales Management Challenges in Global Markets
Chapter Perspective
KNOW THE CONCEPTS
ANSWERS
19 DISTRIBUTION PLANNING I: CHANNEL STRATEGY
Overview
Distribution Planning Moves Goods Through Channels
Channel Functions Enhance Marketing Cost Effectiveness
Channel Networks in Consumer and Industrial Markets
Channel Flows Influence Channel Choice
Retailers and Wholesalers
Retailers Defined by Ownership
Retailers Defined by Services and Facilities
Types of Wholesalers
Retailer and Wholesaler Marketing Decisions
VMS Structures Aid Channel Cooperation
VMS Alternatives: Horizontal and Multichannel Systems
Good Distributor Agreements Facilitate Good Communications
International Perspective
Global Distribution Systems
Guidelines for Effective Global Channel Strategies
GLOBAL FOCUS 19-1 Direct and Indirect Selling: Exporters Go Both Ways
Finding Distributors in International Markets
Managing Channels in International Markets
Chapter Perspective
KNOW THE CONCEPTS
ANSWERS
20 DISTRIBUTION PLANNING II: LOGISTICS SYSTEMS
Overview
Logistics: Getting Products to Customers
MARKET FOCUS 20-1 Distributors as Strategic Business Pertners
Total Systems and Total Costs Define Logistics Goals
Planning Cost-Efficient Logistics Systems
Tradeoffs Among Logistics Functions Optimize Costs
International Perspective
Transportation Considerations and Constraints
Transportation Modes and Preferences
Storage Facility Availability and Quality
Order Processing in Global Markets
Coordinating Transportation
GLOBAL FOCUS 20-1 How BLS Simplified NSC’s Delivery Problem
Managing the Logistics Function
Chapter Perspective
KNOW THE CONCEPTS
ANSWERS
21 MARKETING ON THE INTERNET
Overview
How Internet Marketing Evolved
The Growth of Internet Marketing
Internet Marketing Aids Strategic Planning
MARKET FOCUS 21-1 How to Buy a Car over the Internet
Internet Sites Sell, Service, and Inform
The Well-Designed Web Site
How Internet Marketing Helps Build Markets
Benefits of Internet Marketing
Chapter Perspective
KNOW THE CONCEPTS
ANSWERS
GENERAL INDEX
INTERNATIONAL MARKETING INDEX
NAME AND COMPANY INDEX
