Marketing Management : Knowledge and Skills,9780073137636

Marketing Management : Knowledge and Skills

by ;
Edition: 8th
ISBN13: 9780073137636
ISBN10: 0073137634
Format: Hardcover
Pub. Date: 2006-02-02
Publisher(s): McGraw-Hill/Irwin
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Summary

Marketing Management: Knowledge and Skills, 8/e, by Peter and Donnelly, serves an overview for critical issues in marketing management. The text strives to enhance knowledge of marketing management and advance student skills so they can develop and maintain successful marketing strategies. The text does this through comprehensive text chapters that analyze that marketing process and gives students the foundation needed for success in marketing management and through 40 cases (12 of them new, many others updated) that go beyond traditional marketing principles and focus on the role of marketing in cross-functional business and organization strategies.

Author Biography

James H. Donnelly, Jr. is the Thomas C. Simons Professor in the Gatton College of Business and Economics at the University of Kentucky.

Table of Contents

SECTION 1 ESSENTIALS OF MARKETING MANAGEMENT
1(2)
PART A INTRODUCTION
3(24)
Strategic Planning and the Marketing Management Process
4(23)
The Marketing Concept
4(1)
What Is Marketing?
5(1)
What Is Strategic Planning?
6(9)
Strategic Planning and Marketing Management
7(1)
The Strategic Planning Process
7(8)
The Complete Strategic Plan
15(1)
The Marketing Management Process
15(5)
Situation Analysis
15(3)
Marketing Planning
18(1)
Implementation and Control of the Marketing Plan
19(1)
Marketing Information Systems and Marketing Research
20(1)
The Strategic Plan, the Marketing Plan, and Other Functional Area Plans
20(1)
Marketing Role in Cross-Functional Strategic Planning
20(1)
Conclusion
21(6)
Appendix Portfolio Models
23(4)
PART B MARKETING INFORMATION, RESEARCH, AND UNDERSTANDING THE TARGET MARKET
27(52)
Marketing Research: Process and Systems for Decision Making
28(12)
The Role of Marketing Research
28(1)
The Marketing Research Process
29(9)
Purpose of the Research
29(1)
Plan of the Research
30(5)
Performance of the Research
35(1)
Processing of Research Data
35(1)
Preparation of the Research Report
36(1)
Limitations of the Research Process
36(2)
Marketing Information Systems
38(1)
Conclusion
39(1)
Consumer Behavior
40(14)
Social Influences on Consumer Decision Making
41(2)
Culture and Subculture
41(1)
Social Class
42(1)
Reference Groups and Families
43(1)
Marketing Influences on Consumer Decision Making
43(2)
Product Influences
43(1)
Price Influences
43(1)
Promotion Influences
44(1)
Place Influences
45(1)
Situational Influences on Consumer Decision Making
45(1)
Psychological Influences on Consumer Decision Making
46(1)
Product Knowledge
46(1)
Product Involvement
46(1)
Consumer Decision Making
46(6)
Need Recognition
47(1)
Alternative Search
48(1)
Alternative Evaluation
49(1)
Purchase Decision
50(1)
Postpurchase Evaluation
50(2)
Conclusion
52(2)
Appendix Selected Consumer Behavior Data Sources
53(1)
Business, Government, and Institutional Buying
54(11)
Categories of Organizational Buyers
54(1)
Producers
54(1)
Intermediaries
55(1)
Government Agencies
55(1)
Other Institutions
55(1)
The Organizational Buying Process
55(1)
Purchase-Type Influences on Organizational Buying
56(1)
Straight Rebuy
56(1)
Modified Rebuy
56(1)
New Task Purchase
56(1)
Structural Influences on Organizational Buying
57(2)
Purchasing Roles
57(1)
Organization-Specific Factors
58(1)
Purchasing Policies and Procedures
58(1)
Behavioral Influences on Organizational Buying
59(3)
Personal Motivations
59(1)
Role Perceptions
59(3)
Stages in the Organizational Buying Process
62(2)
Organizational Need
62(1)
Vendor Analysis
62(1)
Purchase Activities
62(1)
Postpurchase Evaluation
63(1)
Conclusion
64(1)
Market Segmentation
65(14)
Delineate the Firm's Current Situation
65(1)
Determine Consumer Needs and Wants
66(1)
Divide Markets on Relevant Dimensions
66(6)
A Priori versus Post Hoc Segmentation
68(1)
Relevance of Segmentation Dimensions
68(1)
Bases for Segmentation
68(4)
Develop Product Positioning
72(2)
Decide Segmentation Strategy
74(2)
Design Marketing Mix Strategy
76(1)
Conclusion
76(3)
PART C THE MARKETING MIX
79(94)
Product Strategy
80(16)
Basic Issues in Product Management
80(8)
Product Definition
80(1)
Product Classification
81(1)
Product Quality and Value
82(1)
Product Mix and Product Line
83(1)
Branding and Brand Equity
84(4)
Packaging
88(1)
Product Life Cycle
88(3)
Product Adoption and Diffusion
90(1)
The Product Audit
91(2)
Deletions
91(1)
Product Improvement
92(1)
Organizing for Product Management
93(2)
Conclusion
95(1)
New Product Planning and Development
96(14)
New Product Strategy
97(3)
New Product Planning and Development Process
100(6)
Idea Generation
100(1)
Idea Screening
101(1)
Project Planning
102(2)
Product Development
104(1)
Test Marketing
104(1)
Commercialization
104(1)
The Importance of Time
105(1)
Some Important New Product Decisions
106(1)
Quality Level
106(1)
Product Features
106(1)
Product Design
107(1)
Product Safety
107(1)
Causes of New Product Failure
107(1)
Need for Research
108(1)
Conclusion
108(2)
Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing
110(20)
Strategic Goals of Marketing Communication
110(1)
Create Awareness
110(1)
The Promotion Mix
111(1)
Integrated Marketing Communications
112(3)
Advertising: Planning and Strategy
115(1)
Objectives of Advertising
115(1)
Advertising Decisions
116(6)
The Expenditure Question
116(2)
The Allocation Question
118(4)
Sales Promotion
122(4)
Push versus Pull Marketing
123(1)
Trade Sales Promotions
124(1)
Consumer Promotions
125(1)
What Sales Promotion Can and Can't Do
125(1)
Public Relations
126(1)
Direct Marketing
127(1)
Conclusion
127(3)
Appendix: Major Federal Agencies Involved in Control of Advertising
129(1)
Personal Selling, Relationship Building, and Sales Management
130(16)
Importance of Personal Selling
130(1)
The Sales Process
131(7)
Objectives of the Sales Force
131(1)
The Sales Relationship-Building Process
132(6)
People Who Support the Sales Force
138(1)
Managing the Sales and Relationship-Building Process
138(7)
The Sales Management Task
138(2)
Controlling the Sales Force
140(4)
Motivating and Compensating Performance
144(1)
Conclusion
145(1)
Distribution Strategy
146(17)
The Need for Marketing Intermediaries
146(1)
Classification of Marketing Intermediaries and Functions
146(2)
Channels of Distribution
148(1)
Selecting Channels of Distribution
149(3)
Specific Considerations
149(3)
Managing a Channel of Distribution
152(3)
Relationship Marketing in Channels
152(1)
Vertical Marketing Systems
153(2)
Wholesaling
155(1)
Store and Nonstore Retailing
156(5)
Store Retailing
157(1)
Nonstore Retailing
157(2)
Electronic Exchange
159(2)
Conclusion
161(2)
Pricing Strategy
163(10)
Demand Influences on Pricing Decisions
163(2)
Demographic Factors
163(1)
Psychological Factors
163(1)
Price Elasticity
164(1)
Supply Influences on Pricing Decisions
165(3)
Pricing Objectives
165(1)
Cost Considerations in Pricing
165(2)
Product Considerations in Pricing
167(1)
Environmental Influences on Pricing Decisions
168(1)
Competition
168(1)
Government Regulations
168(1)
A General Pricing Model
169(3)
Set Pricing Objectives
169(1)
Evaluate Product-Price Relationships
169(1)
Estimate Costs and Other Price Limitations
170(1)
Analyze Profit Potential
171(1)
Set Initial Price Structure
172(1)
Change Price as Needed
172(1)
Conclusion
172(1)
PART D MARKETING IN SPECIAL FIELDS
173(32)
The Marketing of Services
174(15)
Important Characteristics of Services
176(4)
Intangibility
176(1)
Inseparability
177(1)
Perishability and Fluctuating Demand
178(1)
Highly Differentiated Marketing Systems
178(1)
Client Relationship
178(2)
Providing Quality Services
180(3)
Customer Satisfaction Measurement
181(1)
The Importance of Internal Marketing
182(1)
Overcoming the Obstacles in Service Marketing
183(2)
Limited View of Marketing
183(1)
Limited Competition
184(1)
Noncreative Management
184(1)
No Obsolescence
185(1)
The Service Challenge
185(3)
Banking
185(1)
Health Care
186(1)
Insurance
186(1)
Travel
187(1)
Implications for Service Marketers
188(1)
Conclusion
188(1)
Global Marketing
189(16)
Organizing for Global Marketing
190(5)
Problems with Entering Foreign Markets
190(3)
Organizing the Multinational Company
193(2)
Programming for Global Marketing
195(6)
Global Marketing Research
195(2)
Global Product Strategy
197(1)
Global Distribution Strategy
198(1)
Global Pricing Strategy
198(1)
Global Advertising and Sales Promotion Strategy
199(2)
Entry and Growth Strategies for Global Marketing
201(2)
Conclusion
203(2)
SECTION 2 ANALYZING MARKETING PROBLEMS AND CASES
205(14)
A Case Analysis Framework
206(7)
Analyze and Record the Current Situation
207(4)
Analyze and Record Problems and Their Core Elements
211(1)
Formulate, Evaluate, and Record Alternative Courses of Action
212(1)
Select and Record the Chosen Alternative and Implementation Details
212(1)
Pitfalls to Avoid in Case Analysis
213(1)
Communicating Case Analyses
214(4)
The Written Report
215(2)
The Oral Presentation
217(1)
Conclusion
218(1)
SECTION 3 FINANCIAL ANALYSIS FOR MARKETING DECISIONS
219(10)
Financial Analysis
220(8)
Break-Even Analysis
220(2)
Net Present Value Analysis
222(2)
Ratio Analysis
224(4)
Conclusion
228(1)
SECTION 4 INTERNET EXERCISES AND SOURCES OF MARKETING INFORMATION
229(2)
PART A INTERNET EXERCISES
231(8)
Exercise 1 Corporate Websites
232(1)
Exercise 2 Online vs. Offline Retail Experiences
232(1)
Exercise 3 Consumer Decision-Making Process
233(1)
Exercise 4 Discovering Product Assortments Online
233(1)
Exercise 5 Brand Equity on the Internet
234(1)
Exercise 6 The Impact of Communities on Marketing
234(1)
Exercise 7 Branding for Pure Plays
235(1)
Exercise 8 Pricing Issues on the Internet
235(1)
Exercise 9 Selecting the Internet as a Distribution Channel
236(1)
Exercise 10 Internet Advertising
236(1)
Exercise 11 The Adaptation of Services to the Internet
237(1)
Exercise 12 Marketing Communications Techniques in the Internet Age
237(2)
PART B INTERNET SOURCES OF MARKETING INFORMATION
239(6)
SECTION 5 MARKETING MANAGEMENT CASES
245(1)
CASE GROUP A. MARKET OPPORTUNITY ANALYSIS
245(36)
Case 1 Abercrombie & Fitch---Early 2005
247(3)
Jerry C. Olson
Case 2 McDonald's Corporation in the New Millennium
250(7)
J. Paul Peter
Ashish Gokhale
Case 3 Campus Calendar
257(4)
William R. Wynd
Case 4 3DV--LS: Assessing Market Opportunity in the Computer Visualization Market
261(11)
Robin Habeger
Kay M. Palan
Case 5 South Delaware Coors, Inc.
272(9)
James E. Nelson
Eric J. Karson
CASE GROUP B. PRODUCT STRATEGY
281(73)
Case 6 Starbucks---Early 2005
281(4)
J. Paul Peter
Case 7 easyCar.com
285(9)
John J. Lawrence
Luis Solis
Case 8 Pfizer, Inc. Animal Health Products Industry Downturns and Marketing Strategy
294(10)
Jakki J. Mohr
Sara Streeter
Case 9 Snacks to Go
304(17)
JoAnn K. Linrud
Case 10 Callaway Golf Company
321(33)
John E. Gamble
CASE GROUP C. PROMOTION STRATEGY
354(46)
Case 11 harley-davidson.com and the Global Motorcycle Industry
354(5)
J. Paul Peter
Case 12 Wind Technology
359(6)
Ken Manning
Jakki J. Mohr
Case 13 Lady Foot Locker: The Lobo Launch
365(18)
Andrew J. Rohm
David W. Rosenthal
Thomas C. Boyd
Case 14 Mountain Dew: Selecting New Creative
383(17)
Douglas B. Holt
CASE GROUP D. DISTRIBUTION STRATEGY
400(78)
Case 15 Amazon.com
400(3)
J. Paul Peter
Case 16 IKEA's Global Strategy
403(7)
Paul Kolesa
Case 17 Blockbuster Entertainment Corporation
410(11)
James A. Kidney
Case 18 eBay: In a League by Itself
421(28)
Louis Marino
Patrick Kreiser
Case 19 Wal-Mart Stores, Inc.: A New Set of Challenges
449(29)
Arthur A. Thompson
CASE GROUP E. PRICING STRATEGY
478(56)
Case 20 Schwinn Bicycles
478(3)
J. Paul Peter
Case 21 Toyota
481(7)
Kathleen Kerwin
Christopher Palmeri
Paul Magnusson
Case 22 Cowgirl Chocolates
488(13)
John J. Lawrence
Linda J. Morris
Joseph J. Geiger
Case 23 America Online (AOL)
501(13)
Natalya V. Delcoure
Lawrence R. Jauch
John L. Scott
Case 24 Sun Microsystems: A High Growth, Loosely Organized Giant in a Constrained, Technology Intensive Environment
514(20)
Walter E. Greene
William C. House
CASE GROUP F. SOCIAL AND ETHICAL ISSUES IN MARKETING MANAGEMENT
534(47)
Case 25 Notetakers Company: Selling Class Notes and Instructional Notes to Students
534
S. J. Garner
Judy Spain
Case 26 Nintendo versus SEGA: Sex, Violence, and Videogames
528(4)
Romuald A. Stone
Case 27 E. & J. Gallo Winery
532(8)
A. J. Strickland III
Daniel C. Thurman
Case 28 Sarah Norton and Wise Research
540(12)
Ronald L. Coulter
D. Michael Fields
Mary K. Coulter
Rebecca J. Gordon-Runyan
Case 29 Philip Morris Companies
552(13)
Keith Robbins
Case 30 Black Diamond Equipment, LTD.
565(16)
Steven J. Maranville
Madeleine E. Pullman
SECTION 6 STRATEGIC MARKETING CASES
581(196)
Case 1 Yahoo! Inc.
583(7)
Ben Elgin
Ronald Grover
Case 2 Yum! Brands, Pizza Hut, and KFC
590(14)
Jeffrey A. Krug
Case 3 Caterpillar, Inc.
604(12)
Sara L. Pitterle
J. Paul Peter
Case 4 Harley-Davidson, Inc.---Motorcycle Division
616(13)
J. Paul Peter
Case 5 L. A. Gear, Inc.
629(20)
A. J. Almaney
S. Green
S. Slotkin
H. Speer
Case 6 Kikkoman Corporation in the Mid--1990s: Market Maturity, Diversification, and Globalization
649(22)
Norihito Tanaka
Marilyn L. Taylor
Joyce A. Claterbos
Case 7 The Black & Decker Corporation
671(21)
John E. Gamble
Arthur A. Thompson
Case 8 Krispy Kreme Doughnuts in 2005: Are the Glory Days Over?
692(25)
Arthur A. Thompson
Amit J. Shah
Case 9 Campbell Soup Company
717(29)
John E. Gamble
Arthur A. Thompson, Jr.
Case 10 Dell, Inc., in 2005: A Winning Strategy?
746(31)
Arthur A. Thompson
John E. Gamble
SECTION 7 DEVELOPING MARKETING PLANS
777(12)
A Marketing Plan Framework
778(9)
Title Page
779(1)
Executive Summary
779(1)
Table of Contents
780(1)
Introduction
780(1)
Situational Analysis
780(1)
Marketing Planning
780(2)
Implementation and Control of the Marketing Plan
782(2)
Summary
784(1)
Appendix---Financial Analysis
784(3)
References
787(1)
Conclusion
787(2)
Chapter Notes 789(7)
Index 796

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