Marketing

Marketing, 14th Edition is the most robust principles of marketing solution available, meeting the needs of a wide range of faculty. Marketing focuses on decision making through extended examples, cases, and videos involving real people making real marketing decisions. Their decades of combined experience in the higher education classroom continue to inform the authors' innovative pedagogical approach. Marketing is known for its conversational writing style, ability to engage students through active learning techniques, and vivid descriptions of businesses, marketing professionals, and entrepreneurs, in cases, exercises, and testimonials that help students personalize marketing and identify possible career interests. Powerful tools like Connect, SmartBook, and the regularly updated resources at www.kerinmarketing.com make Marketing, 14th Edition the best choice for instructors seeking a rigorous, comprehensive program with balanced coverage of traditional and contemporary concepts. Cover Title Page Copyright Page Welcome from the Authors! Preface Acknowledgments Brief Contents Detailed Contents Part 1 Initiating the Marketing Process 1 CREATING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING Creating Customer Value: The Chobani Way! Creating an Exceptional Product Connecting with Customers Chobani Today Chobani, Marketing, and You What Is Marketing? Marketing and Your Career Marketing: Delivering Value to Customers The Diverse Elements Influencing Marketing Actions What Is Needed for Marketing to Occur How Marketing Discovers and Satisfies Consumer Needs Discovering Consumer Needs The Challenge: Meeting Consumer Needs with New Products Satisfying Consumer Needs The Marketing Program: How Customer Relationships Are Built Relationship Marketing: Easy to Understand, Hard to Do The Marketing Program and Market Segments 3M’s Strategy and Marketing Program to Help Students Study How Marketing Became So Important Evolution of the Market Orientation Focusing on Customer Relationship Management Ethics and Social Responsibility in Marketing: Balancing the Interests of Different Groups The Breadth and Depth of Marketing Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 1: Chobani®: Making Greek Yogurt a Household Name Chapter Notes 2 DEVELOPING SUCCESSFUL ORGANIZATIONAL AND MARKETING STRATEGIES Ben and Jerry Are on a Mission: To Make Fantastic, Sustainable, World-Changing Ice Cream Today’s Organizations Kinds of Organizations Making Responsible Decisions: Social Entrepreneurs Are Creating New Types of Organizations to Pursue Social Goals What Is Strategy? The Structure of Today’s Organizations Strategy in Visionary Organizations Organizational Foundation: Why Does It Exist? Organizational Direction: What Will It Do? Organizational Strategies: How Will It Do It? Tracking Strategic Performance with Marketing Analytics Applying Marketing Metrics: How Well Is Ben & Jerry’s Doing? Setting Strategic Directions A Look Around: Where Are We Now? Growth Strategies: Where Do We Want to Go? Marketing Matters: Filling the Shoes of Apple CEO Tim Cook: Where Will Apple’s Projected Future Growth for Its Major SBUs Come From? The Strategic Marketing Process The Planning Phase of the Strategic Marketing Process The Implementation Phase of the Strategic Marketing Process The Evaluation Phase of the Strategic Marketing Process Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 2: IBM: Using Strategy to Build a “Smarter Planet” Chapter Notes Appendix A Building an Effective Marketing Plan 3 SCANNING THE MARKETING ENVIRONMENT Fortune’s Businessperson of the Year: “I’m in This to Build Something Cool!” Facebook in the Future Environmental Scanning Tracking Environmental Trends An Environmental Scan of Today’s Marketplace Social Forces Demographics Making Responsible Decisions: Balancing Profits and Purpose—Millennial Style Culture Economic Forces Macroeconomic Conditions Consumer Income Marketing Insights About Me: American FactFinder: Your Source for Economic Information Technological Forces Technology of Tomorrow Technology’s Impact on Customer Value Technology Enables Data Analytics Competitive Forces Alternative Forms of Competition Components of Competition Small Businesses as Competitors Regulatory Forces Protecting Competition Product-Related Legislation Pricing-Related Legislation Distribution-Related Legislation Advertising- and Promotion-Related Legislation Marketing Matters: Does Protecting Privacy Hurt the Web? Control through Self-Regulation Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 3: Geek Squad: A New Business for a New Environment Chapter Notes 4 ETHICAL AND SOCIAL RESPONSIBILITY FOR SUSTAINABLE MARKETING Anheuser-Busch: Becoming the Best Beer Company in a Better World Alcohol Responsibility Environmental Preservation Nature and Significance of Marketing Ethics An Ethical/Legal Framework for Marketing Critical Perceptions of Ethical Behavior Four Factors Affect Ethical Marketing Behavior Societal Culture and Norms Business Culture and Industry Practices Making Responsible Decisions: Corporate Conscience in the Cola War Marketing Insights About Me: Is Corruption More or Less Common in My Country? Corporate Culture and Expectations Your Personal Moral Philosophy and Ethical Behavior Understanding Social Responsibility for Sustainable Marketing Three Concepts of Social Responsibility Marketing Matters: Will Consumers Switch Brands for a Cause? Yes, If . . . The Social Audit and Sustainable Development: Doing Well by Doing Good Turning the Table: Consumer Ethics and Social Responsibility Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 4: Toyota: Building Cleaner, Greener Cars Chapter Notes Part 2 Understanding Buyers and Markets 5 UNDERSTANDING CONSUMER BEHAVIOR Enlightened Carmakers Know What Custom(h)ers and Influenc(h)ers Value Consumer Purchase Decision Process and Experience Problem Recognition: Perceiving a Need Information Search: Seeking Value Alternative Evaluation: Assessing Value Purchase Decision: Buying Value Postpurchase Behavior: Realizing Value Marketing Matters: How Much Is a Satisfied Customer Worth? Consumer Involvement Affects Problem Solving Situational Influences That Affect Purchase Decisions Putting the Purchase Decision Process into Practice: Consumer Touchpoints and Consumer Journey Maps Psychological Influences on Consumer Behavior Consumer Motivation and Personality Consumer Perception Making Responsible Decisions: The Ethics of Subliminal Messages Consumer Learning Consumer Values, Beliefs, and Attitudes Consumer Lifestyle Marketing Insights About Me: What Motivates You? Identifying Your VALS Profile Sociocultural Influences on Consumer Behavior Personal Influence Marketing Matters: BzzAgent—The Buzz Experience Reference Group Influence Family Influence Social Class Influence Culture and Subculture Influences Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 5: Coppertone: Creating the Leading Sun Care Brand by Understanding Consumers Chapter Notes 6 UNDERSTANDING ORGANIZATIONS AS CUSTOMERS Organizational Buying Is Marketing, Too! Purchasing Publication Paper for JCPenney Business-to-Business Marketing and Organizational Buyers Organizational Buyers Organizational Markets Measuring Organizational Markets Characteristics of Organizational Buying Demand Characteristics Size of the Order or Purchase Number of Potential Buyers Organizational Buying Objectives Marketing Insights About Me: Do I Buy from Organizations That Promote Diversity among Their Suppliers and in Their Workplaces? Organizational Buying Criteria Buyer–Seller Relationships and Supply Partnerships Marketing Matters: At Milsco Manufacturing, “Our Marketing Philosophy Is Designed to Develop Partnerships” and Deliver a Great Ride for Customers’ Seats Making Responsible Decisions: Sustainable Procurement for Sustainable Growth at Starbucks The Organizational Buying Function and Process and the Buying Center The Buying Function in Organizations Stages in the Organizational Buying Process The Buying Center: A Cross-Functional Group Online Buying in Business-to-Business Marketing Prominence of Online Buying in Organizational Markets E-Marketplaces: Virtual Organizational Markets Online Auctions in Organizational Markets Marketing Matters: eBay Means Business for Business-to-Business Marketing Entrepreneurs, Too! Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 6: Trek: Building Better Bikes through Organizational Buying Chapter Notes 7 UNDERSTANDING AND REACHING GLOBAL CONSUMERS AND MARKETS Transforming the Way India Sells and Transforming the Way India Buys: Amazon India Builds a Multibillion-Dollar Operation from the Ground Up to the Cloud Amazon’s Awesome Opportunity in India Amazon’s Awesome Challenges in India Failure Is Not an Option Dynamics of World Trade Global Perspective on World Trade United States Perspective on World Trade Marketing in a Dynamic Global Economy Economic Protectionism by Individual Countries Making Responsible Decisions: Global Ethics and Global Economics—The Case of Protectionism Economic Integration among Countries Global Competition among Global Companies for Global Consumers Marketing Matters: The Global Teenager—A Market of 2 Billion Voracious Consumers The Presence of a Networked Global Marketspace Prevalence of Economic Espionage A Global Environmental Scan Cultural Diversity Economic Considerations Political-Regulatory Climate Marketing Insights About Me: Checking My Country’s Political Risk Rating—Are You Surprised? Comparing Global Market-Entry Strategies Exporting Marketing Matters: Creative Cosmetics and Creative Export Marketing in Japan Licensing Joint Venture Direct Investment Crafting a Worldwide Marketing Program Product and Promotion Strategies Distribution Strategy Pricing Strategy Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 7: Mary Kay, Inc.: Building a Brand in India Chapter Notes Part 3 Targeting Marketing Opportunities 8 MARKETING RESEARCH: FROM CUSTOMER INSIGHTS TO ACTIONS Hollywood Loves Marketing Research! A Film Industry Secret The Role of Marketing Research What Is Marketing Research? The Challenges in Doing Good Marketing Research Five-Step Marketing Research Approach Step 1: Define the Problem Set the Research Objectives Identify Possible Marketing Actions Step 2: Develop the Research Plan Specify Constraints Identify Data Needed for Marketing Actions Determine How to Collect Data Step 3: Collect Relevant Information Secondary Data: Internal Secondary Data: External Marketing Matters: Online Databases and Internet Resources Useful to Marketers Advantages and Disadvantages of Secondary Data Primary Data: Watching People Primary Data: Asking People Primary Data: Other Sources Applying Marketing Metrics: Are the Carmex Social Media Programs Working Well? Making Responsible Decisions: No More Personal Secrets: The Downside of Data Mining Advantages and Disadvantages of Primary Data Analyzing Primary Data Using Cross Tabulations Step 4: Develop Findings Analyze the Data Present the Findings Step 5: Take Marketing Actions Make Action Recommendations Implement the Action Recommendations Evaluate the Results Sales Forecasting Techniques Judgments of the Decision Maker Surveys of Knowledgeable Groups Statistical Methods Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 8: Carmex® (A): Leveraging Facebook for Marketing Research Chapter Notes 9 MARKET SEGMENTATION, TARGETING, AND POSITIONING Segmentation Rules in the Kingdom of Happiness! Zappos’s Secret to Success Delivering WOW Customer Service Why Segment Markets? What Market Segmentation Means When and How to Segment Markets Steps in Segmenting and Targeting Markets Step 1: Group Potential Buyers into Segments Marketing Insights About Me: To Which “Flock” Do You Belong? Step 2: Group Products to Be Sold into Categories Step 3: Develop a Market-Product Grid and Estimate the Size of Markets Step 4: Select Target Markets Step 5: Take Marketing Actions to Reach Target Markets Market-Product Synergies: A Balancing Act Marketing Matters: Apple’s Segmentation Strategy—Camp Runamok No Longer Positioning the Product Two Approaches to Product Positioning Writing a Positioning Statement Product Positioning Using Perceptual Maps A Perceptual Map to Reposition Chocolate Milk for Adults Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 9: Prince Sports, Inc.: Tennis Racquets for Every Segment Chapter Notes Part 4 Satisfying Marketing Opportunities 10 DEVELOPING NEW PRODUCTS AND SERVICES Apple: The World-Class New-Product Machine Apple’s New-Product Development Successes Apple’s New-Product Development Stumbles The Next Chapter in Apple’s Story: An Apple-Enabled iCar? What Are Products and Services? A Look at Goods, Services, and Ideas Classifying Products Classifying Services Product Classes, Forms, Items, Lines, and Mixes New Products and Why They Succeed or Fail What Is a New Product? Marketing Matters: Too Much of a Good Thing: Feature Bloat and Feature Fatigue in New-Product Development Why Products and Services Succeed or Fail How Applying Marketing Metrics Can Monitor New-Product Performance Applying Marketing Metrics: Which States Are Underperforming? The New-Product Development Process Stage 1: New-Product Strategy Development Stage 2: Idea Generation Stage 3: Screening and Evaluation Marketing Matters: Was the Google Glass Half Full or Half Empty? Stage 4: Business Analysis Stage 5: Development Stage 6: Market Testing Stage 7: Commercialization Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 10: GoPro: Making All of Us Heroes with Exciting New Products Chapter Notes 11 MANAGING SUCCESSFUL PRODUCTS, SERVICES, AND BRANDS Gatorade: Bringing Science to Sweat for More Than 50 Years Creating the Gatorade Brand Building the Gatorade Brand Charting the Product Life Cycle Introduction Stage Growth Stage Maturity Stage Decline Stage Marketing Matters: Will E-mail Spell Extinction for Fax Machines? Three Aspects of the Product Life Cycle Managing the Product Life Cycle Role of a Product Manager Applying Marketing Metrics: Knowing Your CDI and BDI Modifying the Product Modifying the Market Repositioning the Product Making Responsible Decisions: Consumer Economics of Downsizing—Get Less, Pay More Branding and Brand Management Marketing Insights About Me: Do You Want to Start a Business Using Your Own Name? Better Check First! Brand Personality and Brand Equity Picking a Good Brand Name Branding Strategies Packaging and Labeling Products Creating Customer Value and Competitive Advantage through Packaging and Labeling Marketing Matters: Creating Customer Value through Packaging—Pez Heads Dispense More Than Candy Packaging and Labeling Challenges and Responses Product Warranty Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 11: P&G’s Secret Deodorant: Finding Inspiration in Perspiration Chapter Notes 12 SERVICES MARKETING Airbnb Uses Services Marketing to Help Customers “Belong Anywhere” The Uniqueness of Services The Four I’s of Services The Service Continuum Classifying Services Marketing Matters: Social Marketing Is a Must for Nonprofits How Consumers Purchase Services The Purchase Process Assessing Service Quality Customer Contact and Relationship Marketing Marketing Matters: Managing Service Failures: The Importance of Monitoring and Guarantees Managing the Marketing of Services Product (Service) Price Place (Distribution) Promotion People Physical Environment Applying Marketing Metrics: Are JetBlue’s Flights Profitably Loaded? Process Services in the Future Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 12: LA Galaxy: Where Sports Marketing Is a Kick! Chapter Notes 13 BUILDING THE PRICE FOUNDATION VIZIO, Inc.—Building a Smart TV Brand at a Great Value Nature and Importance of Price What Is a Price? Price as an Indicator of Value Marketing Matters: Does Spirit Airlines Engage in Value Pricing? For Some Yes, for Others No Price in the Marketing Mix Step 1: Identify Pricing Objectives and Constraints Identifying Pricing Objectives Identifying Pricing Constraints Step 2: Estimate Demand and Revenue Estimating Demand Price Elasticity of Demand Marketing Matters: Using Big Data to Curb Smoking: Uncovering the Price Elasticity of Demand for Cigarettes Fundamentals of Estimating Revenue Step 3: Determine Cost, Volume, and Profit Relationships The Importance of Controlling Costs Break-Even Analysis Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 13: Washburn Guitars: Using Break-Even Points to Make Pricing Decisions Chapter Notes 14 ARRIVING AT THE FINAL PRICE E-books and E-conomics: A Twisted Tale of Pricing for Profit Setting the Stage with e-Readers: Amazon’s Kindle Printed Book Pricing Practices Enter e-Books Pricing e-Books . . . Profitably Step 4: Select an Approximate Price Level Demand-Oriented Pricing Approaches Marketing Matters: Energizer’s Lesson in Price Perception—Value Lies in the Eye of the Beholder Cost-Oriented Pricing Approaches Profit-Oriented Pricing Approaches Competition-Oriented Pricing Approaches Applying Marketing Metrics: Are Red Bull Prices Above, At, or Below the Market? Step 5: Set the List or Quoted Price Choose a Price Policy Consider Company, Customer, and Competitive Effects on Pricing Making Responsible Decisions: The Ethics and Economics of Surge Pricing Balance Incremental Costs and Revenues Step 6: Make Special Adjustments to the List or Quoted Price Discounts Allowances Geographical Adjustments Marketing Matters: Everyday Low Prices at the Supermarket = Everyday Low Profits—Creating Customer Value at a Cost Legal and Regulatory Aspects of Pricing Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 14: Carmex (B): Setting the Price of the Number One Lip Balm Chapter Notes Appendix B Financial Aspects of Marketing 15 MANAGING MARKETING CHANNELS AND SUPPLY CHAINS Eddie Bauer: The “Brick, Click, and Flip” Pick for the Active Outdoor Enthusiast Eddie Bauer’s Multichannel Marketing Strategy Supply Chain Economics at Eddie Bauer Nature and Importance of Marketing Channels What Is a Marketing Channel of Distribution? How Customer Value Is Created by Intermediaries Marketing Channel Structure and Organization Marketing Channels for Consumer Products and Services Marketing Channels for Business Products and Services Internet Marketing Channels Direct and Multichannel Marketing Dual Distribution and Strategic Channel Alliances Marketing Matters: Nestlé and General Mills—Cereal Partners Worldwide Vertical Marketing Systems Marketing Channel Choice and Management Factors Affecting Channel Choice and Management Applying Marketing Metrics: Channel Sales and Profit at Charlesburg Furniture Managing Channel Relationships: Conflict and Cooperation Logistics and Supply Chain Management Supply Chains versus Marketing Channels Sourcing, Assembling, and Delivering a New Car: The Automotive Supply Chain Supply Chain Management and Marketing Strategy Marketing Matters: IBM’s Watson Supply Chain—Delivering a Total Solution for Its Customers Two Concepts of Logistics Management in a Supply Chain Total Logistics Cost Concept Customer Service Concept Closing the Loop: Reverse Logistics Making Responsible Decisions: Reverse Logistics and Green Marketing Go Together at Hewlett-Packard: Recycling e-Waste Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 15: Amazon: Delivering the Earth’s Biggest Selection! Chapter Notes 16 RETAILING AND WHOLESALING Smart Stores Are Changing the Customer Journey! The Value of Retailing Consumer Utilities Offered by Retailing The Global Economic Impact of Retailing Classifying Retail Outlets Form of Ownership Making Responsible Decisions: How Green Is Your Retailer? The Rankings Are Out! Level of Service Type of Merchandise Line Nonstore Retailing Automatic Vending Direct Mail and Catalogs Television Home Shopping Online Retailing Telemarketing Direct Selling Retailing Strategy Positioning a Retail Store Retailing Mix Applying Marketing Metrics: Why Apple Stores May Be the Best in the United States! The Changing Nature of Retailing The Wheel of Retailing The Retail Life Cycle Future Changes in Retailing Multichannel Retailing Marketing Matters: The Multichannel Marketing Multiplier Data Analytics Wholesaling Merchant Wholesalers Agents and Brokers Manufacturers’ Branches and Offices Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 16: Mall of America®: America’s Biggest Mall Knows the Secret to Successful Retailing! Chapter Notes 17 INTEGRATED MARKETING COMMUNICATIONS AND DIRECT MARKETING Sometimes Taco Bell Leads to Wedding Bells! The Communication Process Encoding and Decoding Feedback Noise The Promotional Elements Advertising Personal Selling Public Relations Sales Promotion Direct Marketing Integrated Marketing Communications—Developing the Promotional Mix The Target Audience Marketing Matters: Hey Marketers, College Students Are Digital and Mobile! The Product Life Cycle Product Characteristics Stages of the Consumer Journey Channel Strategies Developing an Integrated Marketing Communications Program Identifying the Target Audience Specifying Promotion Objectives Setting the Promotion Budget Applying Marketing Metrics: How Much Should You Spend on IMC? Selecting the Right Promotional Tools Designing the Promotion Scheduling the Promotion Executing and Assessing the Promotion Program Direct Marketing The Growth of Direct Marketing The Value of Direct Marketing Technological, Global, and Ethical Issues in Direct Marketing Making Responsible Decisions: What Is the Future of Your Privacy? Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 17: Taco Bell: Using IMC to Help Customers Live Más! Chapter Notes 18 ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS Fantasy Is Becoming Reality for Advertisers! Types of Advertisements Product Advertisements Institutional Advertisements Developing the Advertising Program Identifying the Target Audience Specifying Advertising Objectives Setting the Advertising Budget Marketing Insights About Me: Are You an Expert at Picking the Best Super Bowl Ads? Designing the Advertisement Selecting the Right Media Applying Marketing Metrics: What Is the Best Way to Reach 1,000 Customers? Different Media Alternatives Making Responsible Decisions: Who Is Responsible for Preventing Click Fraud? Scheduling the Advertising Executing the Advertising Program Pretesting the Advertising Carrying Out the Advertising Program Assessing the Advertising Program Posttesting the Advertising Making Needed Changes Sales Promotion Consumer-Oriented Sales Promotions Trade-Oriented Sales Promotions Public Relations Publicity Tools Increasing the Value of Promotion Building Long-Term Relationships Self-Regulation Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 18: Google, Inc.: The Right Ads at the Right Time Chapter Notes 19 USING SOCIAL MEDIA AND MOBILE MARKETING TO CONNECT WITH CONSUMERS Mobile Moments Will Soon Include a Nice Ride! Understanding Social Media What Are Social Media? Comparing Social and Traditional Media A Look at Four Important Social Media Comparing Four Social Media Facebook Twitter LinkedIn YouTube Marketing Matters: Vloggers Are the New Power Players, Worldwide! Integrating Social Media into Today’s Marketing Strategies Social Media and the Strategic Marketing Process Selecting Social Media How Social Media Produce Sales Measuring the Results of Social Media Programs Carmex Goes Viral with Luck and a LeBron James Bear Hug The Future: Social Media + Smartphones + Exotic Apps The Convergence of Real and Digital Worlds Mobile Marketing: Tightening Links to Marketing Actions Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 19: StuffDOTTM, Inc.: Rewarding Users for Actively Shopping and Sharing! Chapter Notes 20 PERSONAL SELLING AND SALES MANAGEMENT Meet Today’s Sales Professional Scope and Significance of Personal Selling and Sales Management Nature of Personal Selling and Sales Management Selling Happens Almost Everywhere Personal Selling in Marketing and Entrepreneurship Creating Customer Solutions and Value through Salespeople: Relationship and Partnership Selling Marketing Matters: Science and Selling: Is Customer Value Creation in Your Genes? The Many Forms of Personal Selling Order-Taking Salespeople Order-Getting Salespeople Customer Sales Support Personnel Marketing Matters: Creating and Sustaining Customer Value through Cross-Functional Team Selling The Personal Selling Process: Building Relationships Prospecting: Identifying and Qualifying Prospective Customers Preapproach: Preparing for the Sales Call Approach: Making the First Impression Presentation: Tailoring a Solution for a Customer’s Needs Marketing Matters: Imagine This . . . Putting the Customer into Customer Solutions! Close: Asking for the Customer’s Order or Business Follow-up: Solidifying the Relationship The Sales Management Process Sales Plan Formulation: Setting Direction Making Responsible Decisions: The Ethics of Asking Customers about Competitors Sales Plan Implementation: Putting the Plan into Action Marketing Insights About Me: What Is Your Emotional Intelligence? You Might Be Surprised Salesforce Evaluation: Measuring Results Applying Marketing Metrics: Tracking Salesperson Performance at Moore Chemical & Sanitation Supply, Inc. Customer Relationship Management Systems and Technology Customer Service and Support Automation Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 20: Xerox: Building Customer Relationships through Personal Selling Chapter Notes Part 5 Managing the Marketing Process 21 IMPLEMENTING INTERACTIVE AND MULTICHANNEL MARKETING Seven Cycles Delivers Just One Bike. Yours. Creating Customer Value, Relationships, and Experiences in Marketspace Marketing Challenges in Two Environments Creating Customer Value in Marketspace Interactivity, Individuality, and Customer Relationships in Marketspace Creating an Online Customer Experience Applying Marketing Metrics: Sizing Up Site Stickiness at Sewell Automotive Companies Online Consumer Behavior and Marketing Opportunities and Practice Who Is the Online Consumer? Marketing Insights About Me: Am I Addicted to the Internet? Answer 20 Questions to Find Out What Consumers Buy Online Why Consumers Shop and Buy Online Making Responsible Decisions: Who Is Responsible for Internet Privacy and Security? When and Where Consumers Shop and Buy Online How Consumers Shop and Buy Online Cross-Channel Consumers and Multichannel Marketing Who Is the Cross-Channel Consumer? Implementing Multichannel Marketing Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 21: Pizza Hut and imc2: Becoming a Multichannel Marketer Chapter Notes 22 PULLING IT ALL TOGETHER: THE STRATEGIC MARKETING PROCESS Strategic Marketing Helps General Mills Adapt to New Tastes! Planning for Even More Change Creative Initiatives at General Mills Marketing Basics: Doing What Works and Allocating Resources Finding and Using What Really Works Allocating Marketing Resources Using Sales Response Functions The Planning Phase of the Strategic Marketing Process The Use of Marketing Metrics in Marketing Planning The Variety of Marketing Plans Marketing Planning Frameworks: The Search for Growth Marketing Matters: A Test of Your Skills: Where Are the Synergies? Some Marketing Planning and Strategy Lessons Marketing Matters: Ask Disruptive Questions to Achieve Disruptive Innovations The Implementation Phase of the Strategic Marketing Process Is Planning or Implementation the Problem? Increasing Emphasis on Marketing Implementation Improving Implementation of Marketing Programs Marketing Matters: Learning from Mistakes and Avoiding Traps on the Way to Blue Oceans Organizing for Marketing The Evaluation Phase of the Strategic Marketing Process The Marketing Evaluation Process Marketing ROI, Metrics, and Dashboards Evaluation Using Marketing Metrics and Marketing Dashboards at General Mills Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 22: General Mills Warm Delights: Indulgent, Delicious, and Gooey! Chapter Notes Appendix C Planning a Career in Marketing Appendix D Alternate Cases, available in SmartBook or ConnectInstructor Resources Part 1 D-1 3M’s Post-it Flag® Highlighter: Extending the Concept! D-2 Daktronics, Inc.: Global Displays in 68 Billion Colors D-3 Jamba Juice: Scanning the Marketing Environment D-4 BP’s Deepwater Horizon: Ethics and Environmental Effects Part 2 D-5 Decoding a Purchase Decision D-6 Motetronix Technology: Marketing Smart Dust D-7 Callaway Golf: The Global Challenge Part 3 D-8 HOM Furniture: Where Keen Observation Pays D-9 Lawn Mowers: Segmentation Challenges Part 4 D-10 Medtronic in China: Where “Simpler” Serves Patients Better D-11 Pampered Pooches Travel in Style D-12 Philadelphia Phillies, Inc.: Sports Marketing 101 D-13 Wellness Getaways, Inc.: The Challenge of Setting a Price D-14 Glitzz: Devising a Pricing Strategy D-15 Shiseido: Channeling Cosmetics in China D-16 Trader Joe’s: Upscale Value D-17 Banyan Tree Holdings: Creating a Brand with IMC D-18 Target Corporat