Marketing: Concepts and Strategies

Contents
An Analysis of Marketing Opportunities
3
An Overview of Strategic Marketing
4
Marketing Facilitates Satisfying Exchange Relationships
10
Evolution of the Marketing Concept
16
Target Market Selection
25
The Organization of This Book
31
Marketing Mix Development
33
2 The Marketing Environment
38
Selecting Promotion Mix Ingredients
454
Discussion and Review Questions
460
Advertising and Publicity
464
The Nature of Advertising
467
Developing an Advertising Campaign
473
Creating the Advertising Message
486
Limitations in Using Publicity
500
15jPersonal Selling and Sales Promotion
508

Politics and the Marketing Environment
44
Economic and Competitive Forces
59
The Impact of Technology
72
Segmentation and Evaluation
82
Variables for Segmenting Organizational Markets
105
4 Consumer Buying Behavior
118
Information Search
123
ReferenceGroup Influence
136
Types of Organizational Buyers
151
Organizational Buying Decisions
163
Summary
169
j Marketing Research and Information Systems
174
Defining Marketing Research and Marketing Information Systems
177
The Marketing Research Process
184
Designing the Research
190
Observation Methods
203
Discussion and Review Questions
209
Part II
221
Product Concepts
222
Industrial Products
228
Maturity
234
Brand Licensing
240
Labeling
246
Cases
252
Applications
258
Organizing to Manage Products
259
Developing New Products
266
Product Positioning
276
Discussion and Review Questions
282
Part III
291
Marketing Channels
292
Channels for Industrial Products
298
Channel Integration
304
Buyer Behavior
310
Legal Issues in Channel Management
317
Wholesaling
326
Merchant Wholesalers
332
Agents and Brokers
337
Cases
350
Retailing
354
Specialty Retailers
366
Location
379
Atmospherics
382
Physical Distribution
394
The Importance of Physical Distribution
397
Transportation Selection Criteria
412
Part IV
433
Promotion and the Communication Process
439
The Promotion Mix
447
Applications
513
Compensating Salespeople
526
Summary
541
Motivating Salespeople 527
542
Strategic Case
547
Pricing Decisions
557
Pricing Concepts
558
Nonprice Competition
564
Status Quo
570
Factors Affecting Pricing Decisions
571
Price Discounting
577
Important Terms
583
Selection of Pricing Objectives
591
Marginal Analysis
597
Psychological Pricing
604
Marketing Management
627
V Strategic Market Planning
628
Competitive Strategies for Marketing
632
Establishing Organizational Goals
635
Corporate Strategy
643
Approaches to Strategic Market Planning
649
Profit Impact on Marketing Strategy P1MS
656
Intense Growth
658
Part VII
670
Organizing Marketing Activities
671
Taking Corrective Action
684
Summary
698
Strategic Case
704
Selected Applications
711
Industrial Marketing
712
Locating Industrial Customers
718
Distribution
724
Price
731
Applications
738
z Services and Nonbusiness Marketing
740
Characteristics of Services
744
Developing Marketing Strategies for Services
749
Nonbusiness May Be Controversial
763
Important Terms
776
Environmental Forces in International Markets
789
Distribution and Pricing
802
Developing International Marketing Involvement
805
Appendix
1
AgpenidixA
13
Glossary
621
JustinTime Inventory Control 411
637
Management of Marketing Activities 30
638
Copyright