Marketing Management : Second Edition

Enhanced descriptions from Syndetics:

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 approach, bringing concepts to life without dry explanations and unnecessary extra information. Theoretical and practical considerations are balanced throughout. Coverage of critical and contemporary marketing topics includes integration of e-commerce and a unique chapter on estimating marketing demand.

Table of contents provided by Syndetics

• Preface (p. xviii)
• About the Authors (p. xxiv)
• Chapter 1 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)
• Chapter 2 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)
• Chapter 3 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)
• Chapter 4 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)
• Chapter 5 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)
• Appendix Selected Information Sources for Marketing Issues (p. 145)
• Chapter 6 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)
• Chapter 7 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)
• Chapter 8 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)
• Chapter 9 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)
• Chapter 10 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)
• Chapter 11 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)
• Chapter 12 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)
• Chapter 13 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)
• Chapter 14 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)
• Chapter 15 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)
• Case 1 Amazon.com e-commerce (p. 485)
• Case 2 Anheuser-Busch International, Inc.: Making Inroads into Brazil and Mexico (p. 495)
• Case 3 ATandT: The Threat of Internet Telephony e-commerce (p. 505)
• Case 4 Citibank N.A. in Japan (p. 515)
• Case 5 Kao Corporation: Direction for the 21st Century (p. 523)
• Case 6 Marketing and the Environment: Tuna versus Dolphins (p. 535)
• Case 7 Pepsi One (p. 541)
• Case 8 Spectrum Color Systems, Inc. (p. 553)
• Case 9 Unisys: The Repositioning (p. 563)
• Case 10 Water from Iceland (p. 573)
• Company and Organization Index (p. 581)
• Name Index (p. 585)
• Subject Index (p. 589)
• Photo Credits (p. 598)