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CHAPTER ONE
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CHAPTER TWO
CHAPTER THREE
Opportunities 48
Types of Opportunities to Pursue 51
International Opportunities Should Be
Considered 53
Conclusion 54
Key Terms 55
Questions and Problems 55
Creating Marketing Plans 56
Suggested Cases 56
Computer-Aided Problem 56
CHAPTER FOUR
Conclusion 144
Key Terms 144
Questions and Problems 144
Creating Marketing Plans 145
Suggested Cases 145
Computer-Aided Problem 145
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CHAPTER SIX
Conclusion 115
CHAPTER FIVE
Conclusion 169
Key Terms 169
Questions and Problems 169
Creating Marketing Plans 170
Suggested Cases 170
Computer-Aided Problem 170
Demographic Dimensions of
Global Consumer Markets 118
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CHAPTER SEVEN
CHAPTER EIGHT
CHAPTER NINE
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Conclusion 254
Key Terms 254
Questions and Problems 254
Creating Marketing Plans 256
Suggested Cases 256
Computer-Aided Problem 256
CHAPTER ELEVEN
CHAPTER TEN
Opportunities 260
Managing Products Over Their Life Cycles 261
Product Life Cycles Should Be Related to Specific
Markets 263
Product Life Cycles Vary in Length 264
Planning for Different Stages of the Product Life
Cycle 267
Objectives 292
Channel System May Be Direct or Indirect 293
Channel Specialists May Reduce Discrepancies and
Separations 297
Channel Relationship Must Be Managed 298
Vertical Marketing Systems Focus on Final
Customers 301
The Best Channel System Should Achieve Ideal
Market Exposure 304
Channel Systems Can Be Complex 307
Entering International Markets 309
Conclusion 312
Key Terms 312
Questions and Problems 312
Creating Marketing Plans 313
Suggested Cases 313
Computer-Aided Problem 313
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CHAPTER TWELVE
CHAPTERTHIRTEEN
Warehouse 335
Conclusion 335
Key Terms 336
Questions and Problems 336
Creating Marketing Plans 337
Suggested Cases 337
Computer-Aided Problem 337
XXXII
CHAPTER FOURTEEN
CHAPTER FIFTEEN
PromotionIntroduction to Integrated
Marketing Communications 366
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CHAPTER SIXTEEN
CHAPTER SEVENTEEN
Communicate 438
Advertising Agencies Often Do the Work 441
Measuring Advertising Effectiveness Is Not Easy 444
How to Avoid Unfair Advertising 445
Sales PromotionDo Something Different to
Stimulate Change 446
Problems in Managing Sales Promotion 448
Different Types of Sales Promotion for Different
Targets 449
Conclusion 450
Key Terms 451
Questions and Problems 451
Creating Marketing Plans 452
Suggested Cases 452
Computer-Aided Problem 452
CHAPTER EIGHTEEN
CHAPTER NINETEEN
as Intended 519
Control Provides Feedback to Improve Plans and
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Implementation 522
Sales Analysis Shows What's Happening 523
Performance Analysis Looks for Differences 524
Performance Indexes Simplify Human Analysis 526
A Series of Performance Analyses May Find the
Real Problem 527
Marketing Cost AnalysisControlling Costs Too 530
Planning and Control Combined 535
The Marketing Audit 536
Conclusion 537
Key Terms 537
Questions and Problems 537
Creating Marketing Plans 538
Suggested Cases 538
Computer-Aided Problem 539
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Together 576
Challenges Facing Marketers 577
How Far Should the Marketing Concept Go? 586
Conclusion 586
Questions and Problems 587
Creating Marketing Planss 587
Suggested Cases 587
CHAPTER TWENTY
Appendix A Economics
Fundamentals 588
Appendix B Marketing Arithmetic 601
Appendix C Career Planning in
Marketing 618
VIDEO CASES 632
CHAPTER TWENTY-ONE
CASES 647
1. McDonald's "Seniors" Restaurant 648
2. Harvest Farm Foods, Inc. 648
3. MANU Soccer Academy 649
4. Trusty Technology Services 650
5. PolyTech Products 651
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Notes 695
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