Essentials of Marketing,9780324282924

Essentials of Marketing

by
Edition: 4th
ISBN13: 9780324282924
ISBN10: 0324282923
Format: Paperback
Pub. Date: 2004-01-09
Publisher(s): South-Western College Pub
Upgraded Edition: Click here!
  • Free Shipping Icon

    Free Shipping On Orders Over $35

    Your order must be $35 or more to qualify for free economy shipping. Marketplace items, eBooks and apparel do not qualify towards the $35 purchase minimum.

List Price: $194.00

Rent Textbook

Select for Price
Add to Cart
There was a problem. Please try again later.

New Textbook

We're Sorry
Sold Out

Used Textbook

We're Sorry
Sold Out

eTextbook

We're Sorry
Not Available

Buy from our Marketplace starting at $11.37

How Marketplace Works:

  • This item is offered by an independent seller and not shipped from our warehouse
  • Item details like edition and cover design may differ from our description; see seller's comments before ordering.
  • Sellers much confirm and ship within two business days; otherwise, the order will be cancelled and refunded.
  • Marketplace purchases cannot be returned to eCampus.com. Contact the seller directly for inquiries; if no response within two days, contact customer service.
  • Additional shipping costs apply to Marketplace purchases. Review shipping costs at checkout.

Summary

Essentials of Marketing, 4e, continues the tradition of providing comprehensive, up-to-the minute coverage of key marketing topics in a brief text. Key principles are illustrated by hundreds of fresh, new examples, while the latest concepts and theories are covered in detail with numerous illustrations. Organized around the marketing mix, this thoroughly revised text features a comprehensive and companion Web site.

Table of Contents

Preface xvii
PART 1 The World of Marketing
1(108)
Cross-Functional Connections: Cross-Funtional Business Systems: Putting the Customer at the Center
2(2)
An Overview of Marketing
4(24)
What Is Marketing?
6(1)
The Concept of Exchange
6(1)
Marketing Management Philosophies
6(3)
Production Orientation
6(1)
Sales Orientation
7(1)
Market Orientation
8(1)
Societal Marketing Orientation
9(1)
Implementation of the Marketing Concept
9(4)
Customer Value and Customer Satisfaction
9(2)
Building Relationships
11(2)
The Marketing Process
13(1)
Environmental Scanning
14(1)
Organization Mission
14(1)
Marketing Opportunity Analysis
14(1)
Marketing Strategy
14(3)
Target Market Strategy
15(1)
Marketing Objectives
15(1)
Marketing Mix
16(1)
Implementation
17(1)
Evaluation
17(1)
Why Study Marketing?
17(2)
Marketing Plays an Important Role in Society
18(1)
Marketing Is Important to Business
18(1)
Marketing Offers Outstanding Career Opportunities
19(1)
Marketing Affects Your Life Every Day
19(1)
Looking Ahead
19(1)
Connect It
20(1)
Use It
21(1)
Review It
21(2)
Define It
23(1)
Apply It
23(1)
Think About It
23(1)
Try It Entrepreneurship Case: A Noode for a New Generation
24(1)
Watch It
25(1)
Flip It
26(1)
Click It
26(2)
Ethics, Social Responsibility, and the Marketing Environment
28(36)
Ethical Behavior in Business
30(1)
Morality and Business Ethics
30(1)
Ethical Decision Making
31(2)
Ethical Guidelines
31(2)
Corporate Social Responsibility
33(1)
The External Marketing Environment
34(1)
Understanding the External Environment
35(1)
Environmental Management
35(1)
Social Factors
36(3)
American Values
36(1)
The Growth of Component Lifestyles
37(1)
The Changing Role of Families and Working Women
38(1)
Demographic Factors
39(5)
Generation Y
41(1)
Generation X
41(1)
Balry Boomers: America's Mass Market
42(1)
Older Consumers: Not Just Grand-parents
43(1)
Growing Ethnic Markets
44(3)
Ethnic and Cultural Diversity
44(3)
Economic Factors
47(2)
Rising Incomes
47(1)
Inflation
48(1)
Recession
48(1)
Technological and Resource Factors
49(1)
Political and Legal Factors
50(4)
Federal Legislation
51(1)
State Laws
52(1)
Regulatory Agencies
52(2)
Competitive Factors
54(1)
Competition for Market Share and Profits
54(1)
Global Competition
55(1)
Connect It
55(1)
Use It
56(1)
Review It
56(3)
Define It
59(1)
Apply It
59(1)
Think About It
60(1)
Try It Entrepreneurship Case: Identix: Shedding Light on Modern Security
60(1)
Watch It
61(1)
Flip It
61(1)
Click It
62(2)
Developing a Global Vision
64(45)
Rewards of Global Marketing
66(3)
Importance of Global Marketing to the United States
67(1)
The Fear of Trade and Globalization
67(1)
Benefits of Globalization
68(1)
The Globalization Track Record
69(1)
The Impact of Terrorism on Global Trade
69(1)
Multinational Firms
69(3)
Multinational Advantage
71(1)
Global Marketing Standardization
71(1)
External Environment Facing Global Marketers
72(10)
Culture
72(2)
Economic and Technological Development
74(1)
Political Structure and Actions
75(6)
Demographic Makeup
81(1)
Natural Resources
82(1)
Global Marketing by the Individual Firm
82(6)
Export
83(1)
Licensing
84(2)
Contract Manufacturing
86(1)
Joint Venture
86(1)
Direct Investment
87(1)
The Global Marketing Mix
88(7)
Product and Promotion
88(4)
Pricing
92(2)
Distribution
94(1)
The Impact of the Internet
95(1)
Connect It
96(1)
Use It
96(1)
Review It
97(2)
Define It
99(1)
Apply It
99(1)
Think About It
100(1)
Try It Entrepreneurship Case: Israel: A Ray of Light in the Global Optics Industry
100(1)
Watch It
101(1)
Flip It
101(1)
Click It
102(2)
Closing
104(1)
Marketing Miscues: Kmart's Blue Lights Are in the Red
104(1)
Critical Thinking Case: Hewlett-Packard's Cooltown Puts Everyone and Everything on the Web
105(1)
Marketing Planning Activities
106(2)
Cross-Functional Connections Solutions
108(1)
PART 2 Analyzing Marketing Opportunities
109(150)
Cross-Functional Connections: Information Integration to Satisfy Customer Wants and Needs
110(2)
Consumer Decision Making
112(44)
The Importance of Understanding Consumer Behavior
114(1)
The Consumer Decision-Making Process
114(6)
Need Recognition
114(2)
Information Search
116(2)
Evaluation of Alternatives and Purchase
118(1)
Postpurchase Behavior
119(1)
Types of Consumer Buying Decisions and Consumer Involvement
120(3)
Factors Determining the Level of Consumer Involvement
121(1)
Marketing Implications of Involvement
122(1)
Factors Influencing Consumer Buying Decisions
123(1)
Cultural Influences on Consumer Buying Decisions
123(8)
Culture and Values
123(4)
Understanding Culture Differences
127(1)
Subculture
128(1)
Social Class
129(2)
Social Influences on Consumer Buying Decisions
131(6)
Reference Groups
132(1)
Opinion Leaders
133(3)
Family
136(1)
Individual Influences on Consumer Buying Decisions
137(3)
Gender
137(1)
Age and Family Life-Cycle Stage
138(1)
Personality, Self-Concept, and Lifestyle
139(1)
Psychological Influences on Consumer Buying Decisions
140(8)
Perception
141(2)
Motivation
143(2)
Learning
145(1)
Beliefs and Attitudes
146(2)
Connect It
148(1)
Use It
148(1)
Review It
149(2)
Define It
151(1)
Apply It
152(1)
Think About It
152(1)
Try It Entrepreneurship Case: Bucking the Trend: Is ``Family'' the Next Theme Restaurant?
152(2)
Watch It
154(1)
Flip It
154(1)
Click It
154(2)
Business Marketing
156(28)
What Is Business Marketing?
158(1)
Business Marketing on the Internet
158(3)
Two Success Stories
158(1)
Potential Unrealized
159(1)
Benefits of Business Marketing on the Internet
159(2)
Relationship Marketing and Strategic Alliances
161(1)
Strategic Alliances
161(1)
Relationships in Other Cultures
162(1)
Major Categories of Business Customers
162(3)
Producers
162(1)
Resellers
163(1)
Governments
164(1)
Institutions
164(1)
The North American Industry Classification System
165(1)
Business versus Consumer Markets
165(6)
Demand
167(2)
Purchase Volume
169(1)
Number of Customers
169(1)
Location of Buyers
169(1)
Distribution Structure
169(1)
Nature of Buying
170(1)
Nature of Buying Influence
170(1)
Type of Negotiations
170(1)
Use of Reciprocity
170(1)
Use of Leasing
170(1)
Primary Promotional Method
170(1)
Types of Business Products
171(2)
Major Equipment
171(1)
Accessory Equipment
171(1)
Raw Materials
171(1)
Component Parts
171(1)
Processed Materials
172(1)
Supplies
172(1)
Business Services
172(1)
Business Buying Behavior
173(4)
Buying Centers
173(1)
Evaluative Criteria
174(1)
Buying Situations
175(1)
Business Ethics
176(1)
Customer Service
176(1)
Connect It
177(1)
Use It
178(1)
Review It
178(2)
Define It
180(1)
Apply It
180(1)
Think About It
181(1)
Try It Entrepreneurship Case: W.W. Grainger: Moving Maintenance to the Internet Space
181(1)
Watch It
182(1)
Flip It
183(1)
Click It
183(1)
Segmenting and Targeting Markets
184(32)
Market Segmentation
186(1)
The Importance of Market Segmentation
186(1)
Crtieria for Successful Segmentation
187(1)
Bases for Segmenting Consumer Markets
188(9)
Geographic Segmentation
188(2)
Demographic Segmentation
190(3)
Psychographic Segmentation
193(2)
Benefit Segmentation
195(1)
Usage-Rate Segmentation
196(1)
Bases for Segmenting Business Markets
197(2)
Company Characteristics
198(1)
Buying Processes
198(1)
Customer Relationship
198(1)
Steps in Segmenting a Market
199(1)
Strategies for Selecting Target Markets
200(3)
Undifferentiated Targeting
201(1)
Concentrated Targeting
202(1)
Multisegment Targeting
203(1)
Positioning
203(4)
Perceptual Mapping
205(1)
Positioning Bases
205(1)
Repositioning
206(1)
Global Issues in Market Segmentation and Targeting
207(1)
Connect It
207(1)
Use It
208(1)
Review It
208(2)
Define It
210(1)
Apply It
210(1)
Think About It
211(1)
Try It Entrepreneurship Case: Segmenting the On-Line Market: The Case of eBay
211(2)
Watch It
213(1)
Flip It
213(1)
Click It
213(3)
Decision Support Systems and Marketing Reseach
216(43)
Marketing Decision Support Systems
218(1)
The Role of Marketing Research
219(2)
Management Uses of Marketing Research
219(2)
Steps in a Marketing Research Project
221(20)
Secondary Data
223(1)
The New Age of Secondary Information: The Internet
224(1)
Planning the Research Design and Gathering Primary Data
225(12)
Specifying the Sampling Procedures
237(2)
Collecting the Data
239(1)
Analyzing the Data
239(1)
Preparing and Presenting the Report
240(1)
The Profound Impact of the Internet on Marketing Research
241(3)
Advantages of Internet Surveys
241(2)
Other Uses of the Internet by Marketing Researchers
243(1)
Scanner-Based Research
244(1)
When Should Marketing Research Be Conducted?
244(1)
Competitive Intelligence
245(1)
Advantages of Competitive Intelligence
245(1)
Sources of Competitive Intelligence
246(1)
Connect It
246(1)
Use It
247(1)
Review It
247(2)
Define It
249(1)
Apply It
250(1)
Think About It
250(1)
Try It Entrepreneurship Case: Cool and How to Find It: Look-Look
251(1)
Watch It
252(1)
Flip It
252(1)
Click It
253(1)
Closing
254(1)
Marketing Miscues: Metricom's Ricochet Fails to Rebound
254(1)
Critical Thinking Case: Square Two: On Par with Female Golfers' Needs
255(1)
Marketing Planning Activities
256(1)
Cross-Functional Connections Solutions
257(2)
Product and Distribution Decisions
259(140)
Cross-Functional Connections: Cross-Functional Collaboration in Speeding Products to Market
260(2)
Product and Services Concepts
262(26)
What Is a Product?
264(1)
Types of Consumer Products
264(2)
Convenience Products
264(1)
Shopping Products
265(1)
Specialty Products
265(1)
Unsought Products
266(1)
The Importance of Services
266(1)
How Services Differ from Goods
267(1)
Services Are Intangible Performances
267(1)
Services Are Produced and Consumed Simultaneously
268(1)
Services Have Greater Variability
268(1)
Services Are Perishable
268(1)
Product Items, Lines and Mixes
268(4)
Adjustments to Product Items, Lines, and Mixes
270(1)
Product Modification
270(1)
Repositioning
271(1)
Product Line Extensions
271(1)
Product Line Contraction
271(1)
Branding
272(7)
Benefits of Branding
273(2)
Branding Strategies
275(1)
Generic Products versus Branded Products
275(1)
Manufacturers' Brands versus Private Brands
276(1)
Individual Brands versus Family Brands
276(1)
Cobranding
277(1)
Trademarks
278(1)
Packaging
279(2)
Packaging Functions
279(2)
Labeling
281(1)
Universal Product Codes
281(1)
Product Warranties
281(1)
Connect It
282(1)
Use It
282(1)
Review It
282(2)
Define It
284(1)
Apply It
284(1)
Think About It
285(1)
Try It Entrepreneurship Case: Maps A La Carte
285(1)
Watch It
286(1)
Flip It
286(1)
Click It
287(1)
Developing and Managing Products
288(25)
The Importance of New Products
290(1)
Categories of New Products
290(1)
The New-Product Development Process
291(9)
New-Product Strategy
292(1)
Idea Generation
293(2)
Idea Screening
295(1)
Business Analysis
295(1)
Development
296(1)
Test Marketing
297(2)
Commercialization
299(1)
The Spread of New Products
300(2)
Diffusion of Innovation
300(1)
Product Characteristics and the Rate of Adoption
301(1)
Marketing Implications of the Adoption Process
302(1)
Product Life Cycles
302(5)
Introductory Stage
303(1)
Growth Stage
304(1)
Maturity Stage
304(1)
Decline Stage
305(1)
Implications for Marketing Management
305(2)
Connect It
307(1)
Use It
307(1)
Review It
307(2)
Define It
309(1)
Apply It
309(1)
Think About It
309(1)
Try It Entrepreneurship Case: Valvoline: Coming to a Pep Rally Near You
310(1)
Watch It
311(1)
Flip It
311(1)
Click It
311(2)
Marketing Channels and Supply Chain Management
313(39)
Marketing Channels
314(1)
Providing Specialization and Division of Labor
314(1)
Overcoming Discrepancies
314(1)
Providing Contact Efficiency
315(1)
Channel Intermediaries and Their Functions
315(3)
Channel Functions Performed by Intermediaries
316(2)
Channel Structures
318(4)
Channels for Consumer Products
319(1)
Channels for Business-to-Business and Industrial Products
320(1)
Alternative Channel Arrangements
321(1)
Supply Chain Management
322(2)
Benefits of Supply Chain Management
323(1)
Making Channel Strategy Decisions
324(4)
Factors Affecting Channel Choice
325(1)
Levels of Distribution Intensity
326(2)
Managing Channel Relationships
328(2)
Channel Power, Control, and Leadership
328(1)
Channel Conflict
328(1)
Channel Partnering
329(1)
Managing the Logistical Components of the Supply Chain
330(7)
Sourcing and Procurement
331(1)
Production Scheduling
332(1)
Order Processing
333(1)
Inventory Control
334(1)
Warehousing and Materials-Handling
334(2)
Transportation
336(1)
Trends in Supply Chain Management
337(2)
Advanced Computer Technology
337(1)
Outsourcing Logistics Functions
338(1)
Electronic Distribution
339(1)
Channels and Distribution Decisions for Global Markets
339(3)
Developing Global Marketing Channels
339(3)
Global Logistics and Supply Chain Management
342(1)
Channels and Distribution Decisions for Services
342(2)
Connect It
344(1)
Use It
344(1)
Review It
345(3)
Define It
348(1)
Apply It
348(1)
Think About It
349(1)
Try It Entrepreneurship Case: CarsDirect.com: Driving Car Buyers to the Internet
349(1)
Watch It
350(1)
Flip It
351(1)
Click It
351(1)
Retailing
352(47)
The Role of Retailing
354(1)
Classification of Retail Operations
354(3)
Ownership
354(1)
Level of Service
354(1)
Product Assortment
355(1)
Price
356(1)
Major Types of Retail Operations
357(8)
Department Stores
357(1)
Specialty Stores
358(1)
Supermarkets
358(2)
Drugstores
360(1)
Convenience Stores
360(1)
Discount Stores
360(4)
Restaurants
364(1)
Nonstore Retailing
365(5)
Automatic Vending
365(1)
Direct Retailing
365(1)
Direct Marketing
366(2)
Electronic Retailing
368(2)
Franchising
370(2)
Retail Marketing Strategy
372(10)
Defining a Target Market
372(1)
Choosing the Retailing Mix
373(9)
Global Retailing
382(2)
Trends in Retailing
384(2)
Entertainment
384(1)
Convenience and Efficiency
384(1)
Customer Management
385(1)
Connect It
386(1)
Use It
386(1)
Review It
387(2)
Define It
389(1)
Apply It
389(1)
Think About It
390(1)
Try It Entrepreneurship Case: Delia's Retails to Teens
390(1)
Watch It
391(1)
Flip It
392(1)
Click It
392(2)
Closing
394(1)
Marketing Miscues: Jeremy's Microbatch Ice Cream Gets Licked in Distribution
394(1)
Critical Thinking Case: The Segway Human Transporter
395(1)
Marketing Planning Activities
396(2)
Cross-Functional Connections Solutions
398(1)
PART 4 Promotion and Pricing Decisions
399(129)
Cross-Functional Connections: Understanding Markeing Communications' Contribution to Firm Value
400(2)
Marketing Communications and Personal Selling
402(44)
The Role of Promotion in the Marketing Mix
404(1)
The Promotional Mix
405(3)
Personal Selling
405(1)
Advertising
405(1)
Public Relations
406(1)
Sales Promotion
407(1)
Integrated Marketing Communications
408(1)
Marketing Communication
409(5)
The Communication Process
410(3)
The Communication Process and the Promotional Mix
413(1)
The Goals and Tasks of Promotion
414(2)
Informing
415(1)
Persuading
415(1)
Reminding
416(1)
Promotional Goals and the AIDA Concept
416(2)
AIDA and the Promotional Mix
417(1)
Factors Affecting the Promotional Mix
418(4)
Nature of the Product
418(1)
Stage in the Product Life Cycle
419(1)
Target Market Characteristics
420(1)
Type of Buying Decision
420(1)
Available Funds
421(1)
Push and Pull Strategies
421(1)
Personal Selling
422(3)
Relationship Selling
423(2)
Steps in the Selling Process
425(7)
Generating Leads
426(1)
Qualifying Leads
427(1)
Approaching the Customer and Probing Needs
428(2)
Developing and Proposing Solutions
430(1)
Handling Objections
430(1)
Closing the Sale
431(1)
Following Up
431(1)
Sales Management
432(5)
Defining Sales Goals and the Sales Process
432(1)
Determining the Sales Force Structure
433(1)
Recruiting and Training the Sales Force
433(1)
Compensating and Motivating the Sales Force
434(2)
Evaluating the Sales Force
436(1)
The Impact of Technology on Personal Selling
436(1)
Connect It
437(1)
Use It
437(1)
Review It
437(4)
Define It
441(1)
Apply It
441(1)
Think About It
441(1)
Try It Entrepreneurship Case: Varsity Group: The Campus Bookstore Alternative
442(1)
Watch It
443(1)
Flip It
444(1)
Click It
444(2)
Advertising and Public Relations
446(42)
The Effects of Advertising
448(2)
Advertising and Market Share
449(1)
The Effects of Advertising on Consumers
449(1)
Major Types of Advertising
450(2)
Institutional Advertising
450(1)
Product Advertising
450(2)
Creative Decisions in Advertising
452(15)
Identifying Product Benefits
453(1)
Developing and Evaluating Advertising Appeals
453(1)
Executing the Message
454(2)
Postcampaign Evaluation
456(1)
Media Decisions in Advertising
457(1)
Media Types
458(5)
Media Selection Considerations
463(3)
Media Scheduling
466(1)
Public Relations
467(5)
Major Public Relations Tools
468(3)
Managing Unfavorable Publicity
471(1)
Sales Promotion
472(8)
The Objectives of Sales Promotion
472(1)
Tools for Consumer Sales Promotion
473(6)
Tools for Trade Sales promotion
479(1)
Connect It
480(1)
Use It
480(1)
Review It
481(3)
Define It
484(1)
Apply It
484(1)
Think About It
485(1)
Try It Entrepreneurship Case: The Move from TV to TiVo
485(2)
Watch It
487(1)
Flip It
487(1)
Click It
487(1)
Internet Marketing
488(2)
The full chapter can be found on-line at http://lamb.swlearning.com.
Pricing Concepts
490(38)
The Importance of Price
492(1)
What Is Price
492(1)
The Importance of Price to Marketing Managers
492(1)
Pricing Objectives
493(2)
Profit-Oriented Pricing Objectives
493(1)
Sales-Oriented Pricing Objectives
494(1)
Status Quo Pricing Objectives
495(1)
The Demand Determinant of Price
495(2)
The Nature of Demand
495(1)
Elasticity of Demand
496(1)
The Power of Yield Management Systems
496(1)
The Cost Determinant of Price
497(2)
Markup Pricing
497(1)
Break-Even Pricing
498(1)
Other Determinants of Price
499(5)
Stages in the Product Life Cycle
499(1)
The Competition
500(1)
Distribution Strategy
500(1)
The Impact of the Internet and Extranets
500(3)
Promotion Strategy
503(1)
Demands of Large Customers
503(1)
The Relationship of Price to Quality
503(1)
How to Set a Price on a Product
504(3)
Establish Pricing Goals
504(1)
Estimate Demand, Costs, and Profits
505(1)
Choose a Price Strategy
505(2)
The Legality and Ethics of Price Strategy
507(2)
Unfair Trade Practices
508(1)
Price Fixing
508(1)
Price Discrimination
508(1)
Predatory Pricing
509(1)
Tactics for Fine-Tuning the Base Price
509(5)
Discounts, Allowances, Rebates, and Value-Based Pricing
509(1)
Geographic Pricing
510(1)
Special Pricing Tactics
511(2)
Consumer Penalties
513(1)
Connect It
514(1)
Use It
514(1)
Review It
515(3)
Define It
518(1)
Apply It
519(1)
Think About It
519(1)
Try It Entrepreneurship Case: Setting the Price Right for a Special ISP
519(1)
Watch It
520(1)
Flip It
521(1)
Click It
521(1)
Closing
522(1)
Marketing Miscues: Duracell's Duck is Turned Off
522(1)
Critical Thinking: Apple Bites into On-Line Music Sales
523(1)
Marketing Planning Activities
523(4)
Cross-Functional Connections Solutions
527(1)
Careers Appendix 528(2)
Glossary 530(12)
Endnotes 542(12)
Bibliographies 554(2)
Subject/Company Index 556(13)
Internet Index 569

An electronic version of this book is available through VitalSource.

This book is viewable on PC, Mac, iPhone, iPad, iPod Touch, and most smartphones.

By purchasing, you will be able to view this book online, as well as download it, for the chosen number of days.

Digital License

You are licensing a digital product for a set duration. Durations are set forth in the product description, with "Lifetime" typically meaning five (5) years of online access and permanent download to a supported device. All licenses are non-transferable.

More details can be found here.

A downloadable version of this book is available through the eCampus Reader or compatible Adobe readers.

Applications are available on iOS, Android, PC, Mac, and Windows Mobile platforms.

Please view the compatibility matrix prior to purchase.