MKTG 11 / Lamb + Hair + McDaniel
- Author:
- Lamb, Charles W.
- Additional Titles:
- Marketing 11 and Marketing
- Published:
- Boston, MA : Cengage Learning, [2018]
- Copyright Date:
- ©2018
- Edition:
- 11th.
- Physical Description:
- viii, 391 pages : color illustrations ; 28 cm
- Additional Creators:
- Hair, Joseph F. and McDaniel, Carl, Jr., 1941-
- Contents:
- Machine generated contents note: pt. 1 THE WORLD OF MARKETING -- 1.An Overview of Marketing -- 1-1.What Is Marketing? -- 1-2.Marketing Management Philosophies -- 1-3.Differences Between Sales and Market Orientations -- 1-4.Why Study Marketing? -- 2.Strategic Planning for Competitive Advantage -- 2-1.The Nature of Strategic Planning -- 2-2.Strategic Business Units -- 2-3.Strategic Alternatives -- 2-4.Defining the Business Mission -- 2-5.Conducting a Situation Analysis -- 2-6.Competitive Advantage -- 2-7.Setting Marketing Plan Objectives -- 2-8.Describing the Target Market -- 2-9.The Marketing Mix -- 2-10.Following Upon the Marketing Plan -- 2-11.Effective Strategic Planning -- 3.Ethics and Social Responsibility -- 3-1.Determinants of a Civil Society -- 3-2.The Concept of Ethical Behavior -- 3-3.Ethical Behavior in Business -- 3-4.Corporate Social Responsibility -- 3-5.Arguments for and Against Social Responsibility -- 3-6.Cause-Related Marketing -- 4.The Marketing Environment -- 4-1.The External Marketing Environment -- 4-2.Social Factors -- 4-3.Demographic Factors -- 4-4.Growing Ethnic Markets -- 4-5.Economic Factors -- 4-6.Technology and Innovation -- 4-7.Political and Legal Factors -- 4-8.Competitive Factors -- 5.Developing a Global Vision -- 5-1.Rewards of Global Marketing and the Shifting Global Business Landscape -- 5-2.Multinational Firms -- 5-3.External Environment Faced by Global Marketers -- 5-4.Global Marketing by the Individual Firm -- 5-5.The Global Marketing Mix -- 5-6.The Impact of the Internet -- pt. 2 ANALYZING MARKET OPPORTUNITIES -- 6.Consumer Decision Making -- 6-1.The Importance of Understanding Consumer Behavior -- 6-2.The Traditional Consumer Decision-Making Process -- 6-3.Postpurchase Behavior -- 6-4.Types of Consumer Buying Decisions and Consumer Involvement -- 6-5.Reconceptualizing the Consumer Decision Making Process -- 6-6.Cultural Influences on Consumer Buying Decisions -- 6-7.Social Influences on Consumer Buying Decisions -- 6-8.Individual Influences on Consumer Buying Decisions -- 6-9.Psychological Influences on Consumer Buying Decisions -- 7.Business Marketing -- 7-1.What Is Business Marketing? -- 7-2.Trends in B-to-B Internet Marketing -- 7-3.Relationship Marketing and Strategic Alliances -- 7-4.Major Categories of Business Customers -- 7-5.The North American Industry Classification System -- 7-6.Business versus Consumer Markets -- 7-7.Types of Business Products -- 7-8.Business Buying Behavior -- 8.Segmenting and Targeting Markets -- 8-1.Markets and Market Segments -- 8-2.The Importance of Market Segmentation -- 8-3.Criteria for Successful Segmentation -- 8-4.Bases for Segmenting Consumer Markets -- 8-5.Bases for Segmenting Business Markets -- 8-6.Steps in Segmenting a Market -- 8-7.Strategies for Selecting Target Markets -- 8-8.CRM as a Targeting Tool -- 8-9.Positioning -- 9.Marketing Research -- 9-1.The Role of Marketing Research -- 9-2.Steps in a Marketing Research Project -- 9-3.The Profound Impact of the Internet on Marketing Research -- 9-4.The Growing Importance of Mobile Research -- 9-5.Scanner-Based Research -- 9-6.When Should Marketing Research Be Conducted? -- 9-7.Competitive Intelligence -- pt. 3 PRODUCT DECISIONS -- 10.Product Concepts -- 10-1.What Is a Product? -- 10-2.Types of Consumer Products -- 10-3.Product Items, Lines, and Mixes -- 10-4.Branding -- 10-5.Packaging -- 10-6.Global Issues in Branding and Packaging -- 10-7.Product Warranties -- 11.Developing and Managing Products -- 11-1.The Importance of New Products -- 11-2.The New-Product Development Process -- 11-3.Why Some Products Succeed and Others Fail -- 11-4.Global Issues in New-Product Development -- 11-5.The Spread of New Products -- 11-6.Product Life Cycles -- 12.Services and Nonprofit Organization Marketing -- 12-1.The Importance of Services -- 12-2.How Services Differ from Goods -- 12-3.Service Quality -- 12-4.Marketing Mixes for Services -- 12-5.Relationship Marketing in Services -- 12-6.Internal Marketing in Service Firms -- 12-7.Nonprofit Organization Marketing -- 12-8.Global Issues in Services Marketing -- pt. 4 DISTRIBUTION DECISIONS -- 13.Supply Chain Management and Marketing Channels -- 13-1.Supply Chains and Supply Chain Management -- 13-2.Supply Chain Integration -- 13-3.The Key Processes of Supply Chain Management -- 13-4.Sustainable Supply Chain Management -- 13-5.Trends in Supply Chain Management -- 13-6.Marketing Channels and Channel Intermediaries -- 13-7.Channel Structures -- 13-8.Omnichannel versus Multichannel Marketing -- 14.Retailing -- 14-1.The Importance of Retailing -- 14-2.Types of Retailers and Retail Operations -- 14-3.The Rise of Nonstore Retailing -- 14-4.Retail Operations Models -- 14-5.Executing a Retail Marketing Strategy -- 14-6.Retailing Decisions for Services -- 14-7.Addressing Retail Product/Service Failures -- 14-8.Retailer and Retail Customer Trends and Advancements -- pt. 5 PROMOTION AND COMMUNICATION STRATEGIES -- 15.Marketing Communications -- 15-1.The Role of Promotion in the Marketing Mix -- 15-2.Marketing Communication -- 15-3.The Goals of Promotion -- 15-4.The Promotional Mix -- 15-5.Promotional Goals and the AIDA Concept -- 15-6.Integrated Marketing Communications -- 15-7.Factors Affecting the Promotional Mix -- 16.Advertising, Public Relations, and Sales Promotion -- 16-1.The Effects of Advertising -- 16-2.Major Types of Advertising -- 16-3.Creative Decisions in Advertising -- 16-4.Media Decisions in Advertising -- 16-5.Public Relations -- 16-6.Sales Promotion -- 17.Personal Selling and Sales Management -- 17-1.The Sales Environment -- 17-2.Personal Selling -- 17-3.Relationship Selling -- 17-4.Steps in the Selling Process -- 17-5.Sales Management -- 17-6.Customer Relationship Management and the Sales Process -- 18.Social Media and Marketing -- 18-1.What Are Social Media? -- 18-2.Creating and Leveraging a Social Media Campaign -- 18-3.Evaluation and Measurement of Social Media -- 18-4.Social Behavior of Consumers -- 18-5.Social Media Tools: Consumer- and Corporate-Generated Content -- 18-6.Social Media and Mobile Technology -- 18-7.The Social Media Plan -- pt. 6 PRICING DECISIONS -- 19.Pricing Concepts -- 19-1.The Importance of Price -- 19-2.Pricing Objectives -- 19-3.The Demand Determinant of Price -- 19-4.The Power of Dynamic Pricing and Yield Management Systems -- 19-5.The Cost Determinant of Price -- 19-6.Other Determinants of Price -- 19-7.How to Set a Price on a Product -- 19-8.The Legality of Price Strategy -- 19-9.Tactics for Fine-Tuning the Base Price.
- Subject(s):
- ISBN:
- 1337116807
9781337116800 (student edition) - Source of Acquisition:
- Purchased with funds from the Textbook and Educational Resource Endowment; 2017
- Endowment Note:
- Textbook and Educational Resource Endowment
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