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BOOKS  >  BUSINESS & ECONOMICS   >  MCGRAW-HILL COLLEGE  >  9780077265892

 
Marketing Roger A. Kerin, Steven W. Hartley, William Rudelius Hardcover NON-FICTION ENGLISH 9780077265892 MCGRAW-HILL COLLEGE BUSINESS ECONOMICS BOOKS
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Marketing - Roger A. Kerin, Steven W. Hartley, William Rudelius - Hardcover - NON-FICTION - ENGLISH - 9780077265892

Publisher: MCGRAW-HILL COLLEGE
ISBN-13: 9780077265892
ISBN-10: 0077265890
$128.55
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Author : Roger A. Kerin, Steven W. Hartley, William Rudelius
Binding : Hardcover
BISAC Subject : Business & Economics / Marketing / General
Book Type : NON-FICTION
Dewey : 658.8
Edition : 9 LSLF
Language : ENGLISH
LCCN : 2008002053
Library Subject : Marketing
Pages : 742, xlvii, 742 p. :
Publication Date : 03/27/2008

Table of Contents
Part 1 Initiating the Marketing Process
Creating Customer Relationships and Value Through Marketing
3(24)
How Do College Students Study? A New Product Challenge for 3M!
3(2)
What is Marketing
5(4)
3M's Technology, Marketing, and You
6(1)
Marketing and Your Career
6(1)
Marketing: Delivering Benefits to the Organizations, its Stakeholders, and Society
6(1)
Marketing Matters: Payoff for the Joys (!) and Sleepless Nights (?) of Starting Your Own Small Business: You Tube!!!!
7(1)
The Diverse Factors Infleuencing Marketing Activities
7(1)
Requirements for Marketing to Occur
8(1)
How Marketing Discovers and Satisfies Consumer Needs
9(5)
Discovering Consumer Needs
9(3)
Making Responsible Decisions: Student Credit Cards---What Is the Real Price?
12(1)
Satisfying Consumer Needs
13(1)
The Marketing Program: How Customer Relationships Are Built
14(4)
Customer Value and Customer Relationships
14(1)
Relationship Marketing
15(1)
The Marketing Program
15(1)
A 3M Product and Marketing Program to Help Students Study
16(2)
How Marketing Became So Important
18(4)
Evolution of the Market Orientation
18(1)
Ethics and Social Responsibility: Balancing the Interests of Different Groups
19(1)
The Breadth and Depth of Marketing
20(2)
Learning Objectives Review
22(1)
Focusing on Key Terms
23(1)
Applying Marketing Knowledge
23(1)
Building Your Marketing Plan
23(1)
Video Case 1: 3M's Post-it® Flag Highlighter: Extending the Concept!
24(3)
Developing Successful Marketing and Organizational Strategies
27(42)
An ``A'' in an Ice Cream Making Course! Can This Really Become a Business?
27(1)
Today's Organizations
28(3)
Kinds of Organizations
28(1)
What Is Strategy?
28(1)
Structure of Today's Organizations
29(1)
Marketing Matters: Customer Value---Chief Marketing Officers in the Executive Suites---and What They Do Every Day
30(1)
Strategy in Visionary Organizations
31(4)
Organizational Foundation
31(2)
Organizational Direction
33(2)
Making Responsible Decisions: Sustainability---The Global Dilemma: How to Achieve Sustainable Development
35(1)
Setting Strategic Directions
35(9)
A Look Around: Where Are We Now?
35(2)
Growth Strategies: Where Do We Want to Go?
37(4)
Tracking Strategic Directions with Marketing Dashboards
41(1)
Using Marketing Dashboards: Which States Are Underperforming
42(2)
The Strategic Marketing Process
44(6)
Strategic Marketing Process: The Planning Phase
44(5)
Strategic Marketing Process: The Evaluation Phase
49(1)
Learning Objectives Review
50(1)
Focusing on Key Terms
51(1)
Applying Marketing Knowledge
51(1)
Building Your Marketing Plan
51(1)
Video Case 2: BP: Transforming Its Strategy ``Beyond Petroleum''
52(2)
Appendix A Building an Effective Marketing Plan
54(15)
Scanning the Marketing Environment
69(26)
Web 2.0 Is All About You!
69(1)
Environmental Scanning
70(1)
Tracking Environmental Trends
70(1)
An Environmental Scan of Today's Marketplace
71(1)
Social Forces
71(7)
Demographics
71(3)
Marketing Matters:Generation Y Is Becoming a Generation of Entrepreneurs!
74(2)
Culture
76(2)
Economic Forces
78(3)
Macroeconomic Conditions
78(1)
Consumer Income
79(2)
Going Online: How Typical Is Your Hometown?
81(1)
Technological Forces
81(2)
Technological of Tomorrow
81(1)
Technology of Tomorrow
81(1)
Technology's Impact on Customer Value
82(1)
Electronic Business Technologies
83(2)
Competitive Forces
83(1)
Alternative Forms of Competition
83(1)
Components of Competition
84(1)
Using Marketing Dashboards: Assessing Competition is a Key to Success
85(1)
Small Businesses a Competitors
85(5)
Regulatory Forces
86(1)
Protecting Competition
86(1)
Product-Related Legislation
86(2)
Making Responsible Decisions: Are Doppelgangers a First Amendment Right?
88(1)
Pricing-Related Legislation
88(1)
Distribution-Related Legislation
88(1)
Advertising-and Promotion-Related Legislation
89(1)
Control through Self-Regulation
89(1)
Learning Objectives Review
90(1)
Focusing on Key Terms
90(1)
Applying Marketing Knowledge
91(1)
Building Your Marketing Knowledge
91(1)
Video Case 3: Geek Squad: A New Business for a New Environment
91(4)
Ethical and Social Responsibility in Marketing
95(20)
There Is More to Anheuser-Busch Than Meets the Palate
95(1)
Nature and Significance of Marketing Ethics
96(1)
Ethical/Legal Framework in Marketing
96(1)
Current Perceptions of Ethical Behavior
97(1)
Understanding Ethical Marketing Behavior
97(8)
Societal Culture and Norms
97(1)
Business Culture and Industry Practices
98(2)
Making Responsible Decisions: Corporate Conscience in the Cola War
100(1)
Going Online: The Corruption Perception Index
101(1)
Corporate Culture and Expectations
101(3)
Your Personal Moral Philosophy and Ethical Behavior
104(1)
Understanding Social Responsibility in Marketing
105(5)
Three Concepts of Social Responsibility
105(2)
The Social Audit: Doing Well by Doing Good
107(1)
Marketing Matters: Will Consumers Switch Brands for a Cause? Yes, If
108(1)
Turning the Table: Consumer Ethics and Social Responsibility
109(1)
Learning Objectives Review
110(1)
Focusing on Key Terms
111(1)
Applying Marketing Knowledge
111(1)
Building Your Marketing Plan
111(1)
Video Case 4: Starbucks Corporation: Serving More than Coffee
111(4)
Part 2 Understanding Buyers and Markets
Understanding Consumer Behavior
115(28)
Who's Really Buying That New Car? Just Ask Her!
115(1)
Consumer Purchase Decision Process and Experience
116(6)
Problem Recognition: Perceiving a Need
116(1)
Information Search: Seeking Value
116(1)
Alternative Evaluation: Assessing Value
117(1)
Purchase Decision: Buying Value
118(1)
Postpurchase Behavior: Value in Consumption or Use
118(1)
Marketing Matters: The Value of a Satisfied Customer to the Company
119(1)
Consumer Involvement and Problem-Solving Variations
119(2)
Situational Influences
121(1)
Psychological Influences on Consumer Behavior
122(8)
Motivation and Personality
122(2)
Making Responsible Decisions: The Ethics of Subliminal Messages
124(1)
Perception
124(2)
Learning
126(1)
Values, Beliefs, and Attitudes
127(1)
Going Online: Are you an Experiencer? An Achiever?: Identifying Your VALS Profile
128(1)
Consumer lifestyle
128(2)
Sociocultural Influences on Consumer Behavior
130(7)
Personal Influence
130(1)
Marketing Matters: BzzAgent---The Buzz Experience
131(1)
Reference Groups
132(1)
Family Influence
132(2)
Social Class
134(1)
Culture and Subculture
135(2)
Learning Objectives Review
137(1)
Focusing on Key Terms
138(1)
Applying Marketing Knowledge
138(1)
Building Your Marketing Plan
139(1)
Video Case 5: Best Buy: Using Customer Centricity to Connect with Customers
139(4)
Understanding Organizations as Customers
143(22)
Buying Paper is a Global Business Decision at JCPenney
143(1)
The Nature and Size of Organizational Markets
144(1)
Industrial Markets
144(1)
Reseller Markets
144(1)
Government Markets
144(1)
Global Organizational Markets
145(1)
Measuring Domestic and global Industrial, Reseller, and Government Markets
145(2)
Characteristics of Organizational Buying
147(7)
Demand Characteristics
147(1)
Size of the Order or Purchase
148(1)
Number of Potential Buyers
148(1)
Organizational Buying Objectives
148(1)
Going Online: Supplier Diversity Is a Fundamental Business Strategy at Procter & Gamble
149(1)
Organizational Buying Criteria
149(1)
Marketing Matters: Harley-Davidson's Supplier Collaboration Creates Customer Value... and a Great Ride
150(1)
Buyer-Seller Relationships and Supply Partnerships
150(1)
Making Responsible Decisions: Scratching Each Other's Back---The Ethics of Reciprocity in organizational Buying
151(1)
The Buying Center: A Cross-Functional Group
151(3)
Charting the Organizational Buying Process
154(3)
Stages in the Organizational Buying Process
154(1)
Buying a Machine Vision System
154(3)
Online Buying in Organizational Markets
157(3)
Prominence of Online Buying in Organizational Markets
157(1)
E-Marketplaces: Virtual Organizational Markets
157(1)
Marketing Matters: eBay Means Business for Entrepreneurs
158(1)
Online Auctions in Organizational Markets
159(1)
Learning Objectives Review
160(1)
Focusing on Key Terms
161(1)
Applying Marketing Knowledge
161(1)
Building Your Marketing Plan
161(1)
Video Case 6: Lands' End: Where Buyers Rule
161(4)
Understanding and Reaching Global Consumers and Markets
165(32)
Procter & Gamble Is Changing the Face of China
165(1)
Dynamics of World Trade
166(4)
World Trade Flows
166(1)
Competitive Advantage of Nations
167(3)
Marketing in a Borderless Economic World
170(7)
Decline of Economic Protectionism
170(1)
Making Responsible Decisions: Global Ethics and Global Economics---The Case of Protectionism
171(1)
Rise of Economic Integration
172(1)
A New Reality: Global Competition among Global Companies for Global Consumers
173(2)
Marketing Matters: The Global Teenager---A Market of 500 Million Voracious Consumers with $100 Billion to Spend
175(1)
Emergence of a Networked Global Marketspace
176(1)
A Global Environmental Scan
177(8)
Cultural Diversity
177(3)
Economic Considerations
180(4)
Going Online: Checking a Country's Political Risk Rating
184(1)
Political-Regulatory Climate
184(1)
Comparing Global Market-Entry Strategies
185(4)
Exporting
185(1)
Marketing Matters: Creative Cosmetics and Creative Export Marketing in Japan
186(1)
Licensing
186(1)
Joint Venture
187(1)
Direct Investment
188(1)
Crafting a Worldwide Marketing Program
189(3)
Product and Promotion Strategies
189(2)
Distribution Strategy
191(1)
Pricing Strategy
191(1)
Learning Objectives Review
192(1)
Focusing on Key Terms
193(1)
Applying Marketing Knowledge
193(1)
Building Your Marketing Plan
193(1)
Video Case 7: CNS Breathe Right Strips: Going Global
194(3)
Part 3 Targeting Marketing Opportunities
Marketing Research: From Customer Insights to Actions
197(28)
Test Screenings: Listening to Consumers to Reduce Movie Risks
197(2)
The Role of Marketing Research
199(1)
What Is Marketing Research?
199(1)
Why Good Marketing Research Is Difficult
200(1)
Five-Step Marketing Research Approach to Making Better Decisions
200(1)
Define the Problem
200(3)
Set the Research Objectives
201(1)
Identify Possible Marketing Actions
201(2)
Identify Data Needed for Marketing Actions
203(2)
Determine How to Collect Data
204(1)
Collect Relevant Information
204(1)
Secondary Data: Internal
204(1)
Secondary Data: External
205(8)
Advantages and Disadvantages of Secondary Data
205(1)
Going Online: Online Databases and Internet Resources Useful to Marketers
206(1)
Primary Data: Observing Behavior
206(3)
Primary Data: Questioning Consumers
209(2)
Marketing Matters: When Less Is More---Deleting Features to Open Huge Markets
211(3)
Primary Data: Panels and Experiments
214(1)
Using Marketing Dashboards: Making Sense of Syndicated Consumer Data
215(1)
Advantages & Disadvantadvantages of Primary Data
215(1)
Marketing Dashboards & Syndricated Panel Data
215(1)
Using Information Techological to Trigger Marketing Actions
216(2)
Develop Findings
218(2)
Analyze the Data
218(1)
Present the Findings
218(2)
Take Marketing Actions
220(1)
Make Action Recommendations
20(200)
Implement the Action Recommendations
220(1)
Evaluate the Results
220(1)
Learning Objectives Review
220(1)
Focusing on Key Terms
221(1)
Applying Marketing knowledge
221(1)
Building Your Marketing Plan
222(1)
Video Case 8: Ford Consulting Group, Inc.: From Data to Actions
222(3)
Segmenting, Positioning, and Forecasting Markets
225(28)
Zappos.com ``The Service Company That Just Happens to Sell Shoes...''
225(1)
Why Segment Markets?
226(4)
What Market Segmentation Means
226(1)
When and How to Segment Markets
227(3)
Steps in Segmenting and Targeting Markets
230(13)
Group Potential Buyers into Segments
231(2)
Going Online: What``Flock'' Do you Belong To?
233(3)
Group Products to Be Sold into Categories
236(1)
Develop a Market-Product Grid and Estimate the Size of Markes
237(1)
Select Target Markets
238(1)
Going Online: Zestimates from Zillow
239(1)
Take Marketing Actions to Reach Target Markets
240(2)
Market-Product Synergies: A Balaning Act
242(1)
Marketing Matters: Apple's Segmentation Strategy---Camp Runamok No Longer
243(1)
Positioning the Product
243(2)
Two Approaches to Product Positioning
244(1)
Writing a Positioning Statement
244(1)
Product Positioning Using Perceptual Maps
244(1)
Sales Forecasting Techniques
245(2)
Judgements of the Decisions Maker
246(1)
Surveys of Knowledgeable Groups
246(1)
Statistical Methods
246(1)
Learning Objectives Review
247(1)
Focusing on Key Terms
248(1)
Applying Marketing Knowledge
248(1)
Building Your Marketing Plan
248(1)
Video Case 9: Rollerlade: Skates to Go Where You Want to Go
249(4)
Part 4 Statisfying Marketing Opportunities
Developing New Products and Services
253(26)
New-Product Revolutions: Apple, Inc., and Its Innovation Machine
253(1)
The Variations of Products
254(2)
Product Line and Product Mix
255(1)
Classifying Products
255(1)
Classifying Consumer and Business Goods
256(2)
Classification of Consumer Good
257(1)
Classifiction of Business Goods
257(1)
New Products and Why They Succeed or Fall
258(8)
What is a New Prodcut?
258(2)
Marketing Matters: You Bought a Combination Computer, Lawn Mower, and Dish Washer? Better Call The Geek Sqaud!
260(1)
Why Products Succeed or Fail
261(1)
Marketing Matters: What Separates New-Product Winners and Losers?
262(3)
Using Marketing Dashboards: Monitoring Your New-Product Launch
265(1)
How Marketing Dashboards Can Reduce New-Product Failures
265(1)
The New-Product Process
266(8)
New-Produt Strategy Development
266(1)
Idea Generation
267(1)
Going Online: IDEO---The Innovation Lab Superstar in Designing New Productrs
268(1)
Screening and Evaluation
269(1)
Business Analysis
269(1)
Development
270(1)
Market Testing
271(1)
Commercializations
272(2)
Learning Objectives Review
274(1)
Focusing on Key Terms
274(1)
Applying Marketing Knowledge
275(1)
Building Your Marketing Plan
275(1)
Video Case 10: 3M Greptile™ Grip Golf Glove: Great Gripping!
275(4)
Managing Products and Brands
279(28)
Gatorade: Statisfying the Unquenchable Thrist
279(1)
The Product Life Cycle
280(8)
Introduction Stage
280(2)
Growth Stage
282(1)
Maturity Stage
283(1)
Marketing Matters: Will E-mail Spell Extinction for Fax Machine?
284(1)
Decline Stage
284(1)
Some Dimensions of th Product Life Cycle
285(3)
Managing the Prodcut Life Cycle
288(4)
Role of a Product Manger
288(1)
Modifying the Product
288(1)
Modifynig the Market
288(1)
Using Marketing Dashboards: Knowing Your CDI and BDI
289(1)
Repositioning the Product
290(1)
Making Marketing Decisions: Consumer Economics of Downsizing---Get Less, Pay More
291(1)
Branding and Brand Management
292(7)
Brand Personality and Brand Equity
293(1)
Picking a Good Brand Name
294(2)
Going Online: Have an Idea for a Band or Trade Name? Check It Out
296(1)
Brnding Strategies
296(3)
Marketing Matters: Creating Customer Value throught Packaging---Pez Heads Dispense More Than Candy
299(1)
Packaging and Labaling Products
299(3)
Creating Customer Value and Competitive Advantage through Packaing and Labeling
299(2)
Contemporary Packaging an Labeling Challenges
301(1)
Product Warranty
302(1)
Learning Objectives Review
303(1)
Focusing on Key Terms
303(1)
Applying Marketing Knowledge
303(1)
Building Your Marketing Plan
304(1)
Video Case 11: BMW: ``Newness'' and the Product Cycle
304(3)
Managign Services
307(22)
Space Tourism Takes Off!
307(2)
The Uniqueness of Services
309(6)
The Four I's of Services
309(2)
The Service Continuum
311(1)
Classifying Services
312(2)
Marketing Matters: Marketing Is a Must for 1.5 Million Nonprofits!
314(1)
How Consumers Purchase Services
315(3)
The Purchase Process
315(1)
Assessing Service Quality
316(1)
Customer Contact and Relationship Marketing
316(1)
Going Online: How Can You Monitor Service Failure? Blod Watching!
317(1)
Managing the Marketing of Services
318(4)
Product (Service)
319(1)
Price
320(1)
Place (Distribution)
320(1)
Using Marketing Dashboards: Are JetBlue's Flights Profitably Loaded?
321(1)
Promotion
321(1)
Services in the Future
322(1)
Learnign Objectives Review
323(1)
Applying Marketing Knowldge
324(1)
Building Your Marketing Plan
324(1)
Video Case 12: Philadelphia Phillies, Inc.: Sports Marketing 101
324(5)
Building the Price Foundation
329(26)
When Mother May Not Know Best: The Launch of StubHub.com!
329(2)
Nature and Iimportance of Price
331(3)
What Is a Price?
331(1)
Price as as Indicator of value
332(1)
Price in the Marketing Mix
333(1)
Identifying Pricing Objectives and Constraints
334(5)
Identifying Pricing Objectives
334(1)
Marketing Matters: How Flattening the World Affects Both Revenues and Costs: Infosys Technologies, Ltd., Intel, China Mobile, IDEA...and You!
335(1)
Identifying Pricing Constraints
336(1)
Going Online: Pricing 101: $4,205 for a 1969 Used Hot Wheels Volkswagen Van?
337(2)
Estimate Demand and Revenue
339(6)
Fundamentals of Estimating Demand
339(2)
Fundamentals of Estimating Revenue
341(2)
Marketing Matters: The Airbus versus Boeing Face Off---How Many Can We Sell and at What Price...in a $2.7 Trillion Market?
343(2)
Determine Cost, Volume, and Profit Relationships
345(5)
The Importance Costs
345(1)
Marketing Matters: Pricing Lessons from Failed Dot-Com Start-ups---Understanding Revenues and Expenses
346(1)
Break-Even Analysis
346(4)
Learning Objecties Review
350(1)
Focusing on key Terms
351(1)
Applying Marketing Plan
352(1)
Building Your Marketing Plan
352(1)
Video case 13 Washburn Guitars: Using Break-Even Points to Make Pricing Decisins
352(3)
Arriving At the Final Price
355(34)
Standing Tall in Starbury Signature Sneakers
355(1)
Select an Approximate Price Level
356(9)
Demand-Oriented Pricing approaches
356(3)
Marekting Matters: Energizer's Lessons in Price Percpetion---Value Lies in the Eye of the Beholder
359(1)
Cost-Oritented Pricing Approaches
360(1)
Profit-Oriented Pricing Approaches
361(3)
Competition-Oriented Pricing Approaches
364(1)
Using Markeing Dahsboards: Are Cracker Jack Prices Above, At, or Below the Market?
365(1)
Set the List or Quoted Price
365(4)
Choosing a Price Policy
366(1)
Company, Customer, and Competitive Effects on pricing
366(1)
Making Responsible Decisions: Flexible Pricing---Is There Race and Gender Discrimination in Bargaining for a New Car?
367(1)
Blancing Incremental Costs and Revenues
368(1)
Make Special Adjustmens to the List or Quoted Price
369(7)
Discounts
370(2)
Allowances
372(1)
Geographical Adjustments
372(1)
Marketing Matters: Everday Low Prices at teh Supermarket = Everday Low Profits---Creating Customer Value at a Cost
373(1)
Legal and Regulatory Aspects of Pricing
374(1)
Going Online; And You Thought That ``Free'' is Simply Defined
375(1)
Learning Objectives Review
376(1)
Focusing on Key Terms
377(1)
Applying Marketing Knowledge
377(1)
Building Your Marketing Plan
378(1)
Video Case 14: The Starbuy Collection: Setting a Price Making a Difference
378(2)
Appendix B: Financial Aspects of Marketing
380(9)
Managing Marketing Channels and Wholsesaling
389(26)
Apple Stores: Creating a High-Touch Customer Experience in a High-Tech Marketing Channel
389(1)
Nature and Importance of Marketing Channels
390(2)
What Is a Marketing Channel of Distribution?
390(1)
Value Is Created by Intermediaries
390(2)
Channel Structure and Organization
392(10)
Marketing Channels for Consumer Goods and Serivices
392(1)
Marketing Channels for Business Goods and Services
393(1)
Electronic Marketing: Channels
394(1)
Direct and Multichannel Marketing
395(1)
Dual Distribution and Strategic Channel Alliances
396(1)
Marketing Matters: Nestle and General Mills---Cereal Partners Worldwide
397(1)
A Closer Look at Channel Intermediaries
397(2)
Vertical Marketing Systems and Channel Partnerhips
399(3)
Channel Choice and Management
402(8)
Factors Affecting Channel Choice and Management
402(1)
Marketing Matters: Avon Is Calling Again in China
403(1)
Channel Choice Considerations
403(2)
Going Online; Visit an Apple Store to See What All the Excitement Is About
405(1)
Global Dimensions of Marketing Channels
405(1)
Using Marketing Dashboards: Channel Sales and Profit at Charlesburg Furiture
406(1)
Channel Relationships: Conflict, Cooperations, and Law
407(2)
Making Responsible Decisions: The Ethics of Slotting Allowances
409(1)
Learning Objectives Review
410(1)
Focusing onKey Terms
410(1)
Applying Marketing Knowledge
411(1)
Building Your Marketing Plan
411(1)
Video Case 15: Golden Valley Microwave Foods: the Surprising Channel
411(4)
Customer-Driven Supply Chain and Logistics Management
415(22)
Snap! Crack! Pop! Even World-Class Compaines Like Nike Can Feel the Bullwhip's Sting
415(1)
Significance of Supply Chain and Logistics Management
416(5)
Relating Marketing Channels, Logistics, and Supply Chain Management
416(1)
Supply Chains versus Marketing Channels
416(1)
Sourcing, Assembling, and Delivering a New Car: The Automotive Supply Chain
417(1)
Going Online: Build Your Own Jetta with a Mouse
418(1)
Supply Chain Management and Marketign Strategy
418(1)
Marketing Matters: IBM's Integrated Supply Chain---Delivering a Total Solution for Its Customers
419(2)
Objective of Information and Logistics Management in a Customer-Driven Supply Chain
421(4)
Information's Role in Supply Chain Responsiveness and Efficiency
421(1)
Total Logistics Cost Concept
422(1)
Customer Service Concept
423(1)
Marketing Matters: For Fashion and Food Merchandising, Haste Is as Important as Taste
424(1)
Customer Service Standards
425(1)
Key Logistics Functions in a Supply Chain
425(7)
Using Marketing Dashboards: Diagnosing Out-of-Stocks and On-Tiem Delivery for Organic-Prodcue
426(1)
Transporations
426(3)
Warehouseing and Materials Handling
429(1)
Order Processing
429(1)
Inventory Management
430(2)
Making Responsible Decisions: Reverse Logistics and Green Marketign Go Together at Hewlett-Packard: Recyclng e-waste
432(1)
Closing the Loop: Reverse Logistics
432(1)
Learning Objectives Review
433(1)
Focusing on Key Terms
433(1)
Applying Marketing Knowledge
434(1)
Building Your Marketing Plan
434(1)
Video Case 16: Amazon: Delivering the Goods...Millions of Times a Day
434(3)
Regalling
437(26)
Retailers Are Reinventing Their Stores to Match the WAy You Want to Shop!
437(1)
The Value of Retailing
438(2)
Consumer Utilities Offered by Retailing
438(1)
The Global Economic Impact of Retailing
439(1)
Classifying Retial Outlets
440(4)
Form of Ownership
440(1)
Marketing Matters: Are You a Future Retailing Entrepreneur?
441(1)
Level of Service
442(1)
Typs of Merchandise Line
443(1)
Nonstore Retailing
444(6)
Automatic Vending
445(1)
Direct Mail and Catalogs
446(1)
Television Home Shopping
446(1)
Online Retailing
447(1)
Going Online: Get Ready for Smack Shopping!
448(1)
Telemarketing
448(1)
Direct Selling
449(1)
Retailling Strategy
450(5)
Positoning a Retail Store
450(1)
Retailing Mix
451(3)
Usign Marketing Dashboards: Why Apple Stores May Be the Best in the United States!
454(1)
The Changing Nature of Retailing
455(2)
The Wheel of Retailing
455(1)
The Retial Life Cycle
456(1)
Future Changes in Retailing
457(2)
Multichannel Retailing
457(1)
Marketing Matters: The Multichannel Marketiin Multiplier
458(1)
Managing the Customer Experience
458(1)
Learning Objective Review
459(1)
Focusing on Key Terms
459(1)
Applying Marketing knowledge
459(1)
Building Your Marketing Plan
460(1)
Video Case 17: Mall of America: Shopping and a Whole Lot More
460(3)
Integrated Marketing Communicaions and Direct Marketing
463(26)
How Do Marketers Fight the Game Console Wars? With Integrated Marektign Communications!
463(1)
The Communication Process
464(2)
Encoding and Decoding
464(2)
Feedback
466(1)
Noise
466(1)
The Promotinal Elements
466(4)
Advertising
466(1)
Personal Selling
467(1)
Public Relations
468(1)
Sales Promotion
469(1)
Direct Marketing
469(1)
Integrated Marketing Communications---Developing the Promotional Mix
470(5)
The Target Audience
470(1)
The Product Life Cycle
470(1)
Marketing Matters: Marketign Reaches Generation Y, 32/7!
471(1)
Prodcut Characteristics
472(1)
Stages of the Buying Decision
473(1)
Channel Strategies
474(1)
Developing an IMC Program
475(4)
Identifying the Target Audience
475(1)
Specifying Promotion Objecties
476(1)
Setting the Promotion Budget
476(1)
Selecting the Right Promotional Tools
477(1)
Using Marketing Dashboards: How Much Should You Spend on IMC?
478(1)
Designing the Promotion
478(1)
Scheduling the Promotion
479(1)
Executing and Assessing the Promotion Program
479(1)
Diret Marketing
480(4)
The Growth of Direct Marketing
481(1)
The Value of Direct Marketing
481(1)
Technological, Global, and Ethical Issues in Direct Marketing
482(1)
Making Responsible Decisions: Is Spam Out of Control?
483(1)
Learing Objectives Review
484(1)
Focusing on Key Terms
484(1)
Applying Marketing Knowledge
484(1)
Building Your Marketing Plan
485(1)
Video Case 18: Las Vegas: Creating a Brand with IMC
485(4)
Advertising, Sales Promotion, and Public Relations
489(32)
Advertisers Have Another Life on Second Life!
489(1)
Types of Advertisements
490(2)
Product Advertisements
490(1)
Institutional Advertisements
491(1)
Developing the Advertising Program
492(14)
Identifying the Target Audience
492(1)
Specifying Advertising Objectives
493(1)
Setting the Advertising Budget
493(1)
Going Online: See Your Favorite Super Bowl Ad Again
494(1)
Designing the Advertisement
494(3)
Selecting the Riht Media
497(2)
Usign Marketing Dashboards: What Is the Best Way to Reach 1,000 Customers?
499(1)
Differnt Media Alternativs
499(5)
Making Responsible Decisons: Who Is Responsible for Click Fraud?
504(1)
Scheduling the Advertising
505(1)
Executing the Advertising Program
506(1)
Pretesting the Advertising
506(1)
Carrying Out the Advertising Program
507(1)
Assessing the Advertising Program
507(2)
Pottesting the Advertising
508(1)
Making Needed Changes
508(1)
Sales Promotion
509(5)
Consumer-Oriented Sales Promotions
509(4)
Trade-Oriented Sales Promotions
513(1)
Public Relations
514(1)
Publicity Tools
515(1)
Increasing the Value of Promotion
515(1)
Building Long-Term Relationships with Promotion
515(1)
Self-Regulation
516(1)
Learning Objectives Review
516(1)
Focusing on Key Terms
517(1)
Applying Marketing Knowledge
517(1)
Video Case 19: Fallon Worlwide: In the Creaticity Business
518(3)
Personal Selling and Sales Management
521(28)
Xerox Delivers an Exceptional Customer Experience by Selling the Way Customers Want to Buy
521(1)
Scope and Significance of Personal Selling and Sales Management
522(2)
Nature of Personal Selling and Sales Management
522(1)
Selling Happens Almost Everywhere
522(1)
Personal Selling in Marketing
523(1)
Creating Customer Solutions and Value through Salespeople: Relationship and Patnership Selling
523(1)
The Many Forms of Personal Selling
524
Order Taking
524(1)
Order Getting
525(1)
Customer Sales Support Personnel
526(1)
Marketing Matters: Creating and Sustaining Customer Value through Cross-Functional Team Selling
527(1)
The Personal Selling Process: Building Relationships
528(5)
Prospecting
528(1)
Preapproach
529(1)
Approach
530(1)
Presentation
530(2)
Marketing Matters: Imagine This...Putting the Customer into Customer Solutions!
532(1)
Close
533(1)
Follow-Up
533(1)
The Sales Management Process
533(11)
Sales Plan Formulation: Setting Direction
533(2)
Making Responsible Decisions: The Ethics of Asking Customers about Competitors
535(4)
Going Online: What Is Your Emotional Intelligence?
539(1)
Sales Plan Implementation: Putting the Plan into Action
539(2)
Salesforce Evaluation: Measuring Results
541(1)
Using Marketing Dashboards: Tracking Salesperson Performance at Moore Chemical & Sanitation Supply, Inc.
542(1)
Salesforce Automation and Customer Relationship Management
542(2)
Learning Objectives Review
544(1)
Focusing on Key Terms
545(1)
Applying Marketing Knowledge
545(1)
Building Your Marketing Plan
545(1)
Video Case 20: Xerox: Building Customer Relationships through Personal Selling
546(3)
Part 5 Managing the Marketing Process
Implementing Interactive and Multichannel Marketing
549(24)
Seven Cycles. One Bike. Yours
549(1)
Creating Customer Value, Relationships, and Experiences in Marketspace
550(7)
Customer Value Creation in Marketspace
550(4)
Interactivity, Individuality, and Customer Relationships in Marketspace
554(1)
Creating an Online Customer Experience
554(2)
Using Marketing Dashboards: Sizing Up Site Stickness at sewell Automative Companies
556(1)
Online Consumer Behavior and Marketing Practice in Marketspace
557(8)
Who Is the Online Consumer?
557(1)
Going Online: Are You an Information and Communication Technology Omnivore?
558(1)
Marketing Matters: Meet Today's Internet Mom---All 31 Million!
559(1)
What Online Consumers Buy
559(1)
Why Consumers Shop and Buy Online
560(4)
Making Responsible Decisions: Let the E-Buyer Beware
564(1)
When and Where Online Consumers Shope and Buy
564(1)
Cross-Channel Shoppers and Multichannel Marketing
565(2)
Who Is the Cross-Channel Shopper?
565(1)
Implementing Multichannel Marketing
565(2)
Learning Objectives Review
567(1)
Focusing on Key Terms
568(1)
Applying Marketing Knowledge
568(1)
Building Your Marketing Plan
568(1)
Video Case 21: McFarlane Toys: The Best of Interactive Marketing
569(4)
Pulling It All Together: The Strategic Marketing Process
573(80)
Marketing Strategy at General Mills: Not Just a Cereal Company Anymore!
573(1)
Marketing Basics: Doing What Words and Allocating Resources
574(4)
Finding and Using What Really Works
574(2)
Allocating Marketing Resources Using Sales Response Functions
576(2)
The Planning Phase of the Strategic Marketing Process
578(9)
The Variety of Marketing Plans
579(1)
Marketing Planning Frameworks: The search for Growth
579(4)
Marketing Matters: A Test of your Skills: Where Are the Synergies?
583(2)
Some Marketing Planning and Strategy Lessons
585(2)
Marketing Matters: Big G's Global Search for Products and Markets: Sweet & Sour Chicken from China and Nature Valley Granola Bars to India
587(1)
The Implementation Phase of the Strategic Marketing Process
587(6)
Is Planning or Implementation the Problem?
587(1)
Increasing Emphasis on Marketing Implementation
588(1)
Improving Implementation of Marketing Programs
589(2)
Organize for Marketing
591(2)
The Evaluation Phase of the Strategic Marketing Process
593(3)
The Marketing Evaluattion Process
593(1)
Evaluation Involves Marketing ROI, Metrics, and Dashboards
593(1)
A Dashboards Look at a Career in Marketing
594(1)
Marketing Careers Are Exciting
595(1)
Learning Objectives Review
596(1)
Focusing on Key Terms
596(1)
Applying Marketing Knowledge
597(1)
Building Your Marketing Plan
597(1)
Video Case 22: General Mills Warm Delights™: Indulgent, Delicious, and Gooey!
597(3)
Appendix C Planning a Career in Marketing
600(18)
Appendix D Alternative Cases
618(1)
Nike MaxSiht Contact Lenses: Seeing a Need
618(1)
Daktronics, Inc.: Global Displays in 68 Billion Colors
619(2)
Jamba Juice: Scanning the Marketing Enviornment
621(2)
Ford and Firestone: Who's to Blame?
623(2)
The Jaminsons Buy an Espresso Machine
625(1)
The Jamisons Buy and Espresso Machine
625(1)
Motetronix Technology: Marketing Smart Dust
626(1)
Callaway Golf: The Global Challenge
627(3)
HOM Furniture: Where Keen Observation Pays
630(1)
Lawn Mowes: Segmentation Challenges
631(1)
Medronic in China: Where ``Simpler'' Serves Patients Better
632(2)
Pampered Pooches Travel in Style
634(1)
DigitalThink: Marketing E-Learning Services
635(2)
Health Cruises, Inc.: Estmating Cost, Volume, and Proift Relationships
637(1)
Bagel Bakes: Pricing a New Breakfast Product
638(2)
Ken Davis Products, Inc.: Finding Success in Retail channels
640(2)
Dell Inc.: A Foundation Built on Supply Chain Management
642(1)
Trader Joe's: Upscale Value
643(1)
McDonald's Restaurants: An IMC Program to Reach Different Segments
644(2)
Target Corporation: Award-Winning Advertising
646(1)
Morgantown Furniture: Making Promotion Trade-Offs
647(2)
Crate and Barrel: Multichannel Marketing
649(1)
Naked® Juice: Strategy for Growth
649(4)
Glossary 653(12)
Learning Review Answers 665(8)
Chapter Notes 673(32)
Credits 705(4)
Name Index 709(7)
Company/Product Index 716(7)
Subject Index 723

 

 
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