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ThirTeenTh ediTion MARKETING Roger A Kerin • Steven W Hartley MARKETING Thirteenth Edition Roger A Kerin Southern Methodist University Steven W Hartley University of Denver i MARKETING, THIRTEENTH EDITION Published by McGraw-Hill Education, Penn Plaza, New York, NY 10121 Copyright © 2017 by McGraw-Hill Education All rights reserved Printed in the United States of America Previous editions © 2015, 2013, 2011, and 2009 No part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written consent of McGraw-Hill Education, including, but not limited to, in any network or other electronic storage or transmission, or broadcast for distance learning Some ancillaries, including electronic and print components, may not be available to customers outside the United States This book is printed on acid-free paper DOW/DOW ISBN 978-1-259-57-3545 MHID 1-259-57-3540 Senior Vice President, Products & Markets: Kurt L Strand Vice President, General Manager, Products & Markets: Michael Ryan Vice President, Content Design & Delivery: Kimberly Meriwether David Managing Director: Susan Gouijnstook Brand Manager: Kim Leistner Director, Product Development: Meghan Campbell Lead Product Developer: Kelly Delso Product Developer: Kelly Pekelder Marketing Manager: Elizabeth Schonagen Director, Content Design & Delivery: Terri Schiesl Program Manager: Mary Conzachi Content Project Managers: Christine Vaughan; Danielle Clement Buyer: Susan K Culbertson Design: Matt Diamond Cover Image: Francisco Diez Photography/Getty Images Content Licensing Specialists: Michelle D Whitaker; DeAnna Dausener Compositor: Aptara®, Inc Typeface: 10.5/12 STIXMathJax_Main Printer: R.R Donnelley All credits appearing on page or at the end of the book are considered to be an extension of the copyright page Library of Congress Cataloging-in-Publication Data Names: Kerin, Roger A., author | Hartley, Steven William, author Title: Marketing / Roger A Kerin, Southern Methodist University,   Steven W Hartley, University of Denver Description: 13th edition | New York, NY : McGraw-Hill Education, [2017] Identifiers: LCCN 2015046552 | ISBN 9781259573545 (alk paper) Subjects: LCSH: Marketing Classification: LCC HF5415 M29474 2017 | DDC 658.8—dc23 LC record available at http://lccn.loc.gov/2015046552 The Internet addresses listed in the text were accurate at the time of publication The inclusion of a website does not indicate an endorsement by the authors or McGraw-Hill Education, and McGraw-Hill Education does not guarantee the accuracy of the information presented at these sites mheducation.com/highered ORS! WELCOME FROM THE AUTH n, big data, binge-watching, bile, digital, viral, gamificatio mo ial, soc as h suc s ase phr er-centricity, value proposiDo words and y, brand storytelling, custom log hno tec ble ara we , ngs to you? If they do, you alInternet of Thi sound familiar or interesting lity abi tain sus or g, isin ert ics in the business world tion, native adv ut some of the newest top abo g rnin lea to rt sta at gre ts and tools you’ll learn ready have a ny new and emerging concep ma the aof few of t jus are dy of marketing It is our ple These topics s as you undertake your stu nth mo l era sev t ! nex line the about during this exciting discip facilitate your introduction to have sure to provide a textbook to ng marketing we know you dyi stu l introduction to ma for t emfirs r an you as ly be y ssib ma po While this unteer, or rketing as a consumer, a vol ma of of rld e wo rol the the to on re s osu ive ect important exp nces provide important persp erie exp se acthe t of pas r All you ess use sin to ployee in a bu encourage you al, and global economies We and marketing in our local, nation tanding of our marketplace ers und on your existing ild bu s ion and irat ints asp po eer nce car ere r future tivities as ref e that you will think about you hop we n, itio add In es ctic marketing pra ounter marketing topics you will enc beas you navigate the many new book particularly exciting We r ou ke this edition of ma tting wri rke t, ma ten of s ect the asp ights into The new book have given us many ins this ting the wri As s g nce rnin erie lea e exp t lieve our pas that lead to effectiv es, and supporting materials ital technology, and reguing style, examples, exercis pe values, global com tition, dig er sum to ted rela es ng give you the most up-todramatic cha ted the new perspectives to gra inte e hav we ce, pla en proach to presenting the lation have tak ting professional Our ap rke ma a as d nee l wil date skills you ensions: based on three important dim complexities of marketing is ctions with many exceptional have benefited from intera we s sor fes pro As nt me uted to our approach to • Engage rs Their insights have contrib cto tru ins and , ers nag ma , tbook authors One of the students uently, to our efforts as tex seq sub , and ng rni lea and rning through engaging, teaching is a commitment to active lea ch roa app r ou of nts me ele ctive blog, Building Your essential In-class activities, an intera ials ter ma ely tim and , ed web pages are just a few integrat text links to online ads and inand es, rcis exe n Pla ng ­Marketi l ts of our engagement mode the ­examples of the componen to taking a leadership role in nt me mit based on a com o als is tch rke roa ma in app r es Ou ctic ip pra es, and • Leadersh new ideas, principles, theori of ion tat line sen cip dis pre r ou and in nt e me ng develop pace of cha now than ever before, as the that ing This is more important al marketing We are certain ion dit tra every aspect of ost alm ana ces a uen dat , infl dia and me es ial accelerat ethics, soc ial related to topics such as ter ma e s dg eer g-e car din and lea s to job re exposu leaders in their s can help students become the lytics, and marketing metric teaching tools have magnified tive ova logies and inn hno tec al k, oo ion cat artB edu Sm w and Ne rt, n ct, LearnSma • Innovatio ects of our approach Conne asp p any shi der and e lea ytim and nt “an me engage braces the interactive platform that em and ital the dig a sed e rea vid inc pro and le, for examp ed new videos ts In addition, we have provid where” styles of today’s studen te multimedia approaches to ilita fac to rPoint materials we Po and t tex the of act visual imp learning editions in 11 languages, we itions, and 19 international ed cU.S 12 us vio pre the Through ed from students and instru tic feedback we have receiv ias hus line ent cip the dis g by d itin tifie exc gra have been re our passion for this have this opportunity to sha tors We are very excited to ! ting the 13th edition of Marke Roger A Kerin with you today Welcome to Steven W Hartley iii PREFACE Marketing utilizes a unique, innovative, and effective pedagogical approach developed by the authors through the integration of their combined classroom, college, and university experiences The elements of this approach have been the foundation for each edition of Marketing and serve as the core of the text and its supplements as they evolve and adapt to changes in student learning styles, the growth of the marketing discipline, and the development of new instructional technologies The distinctive features of the approach are ­illustrated below: Rigorous Framework A pedagogy based on the use of learning objectives, learning reviews, learning objectives reviews, and supportive student supplements High-Engagement Style Easy-to-read, highinvolvement, interactive writing style that engages students through active learning techniques Marketing, 13/e Personalized Marketing A vivid and accurate description of businesses, marketing professionals, and entrepreneurs—through cases, exercises, and testimonials—that allows students to personalize marketing and identify possible career interests Pedagogical Approach Traditional and Contemporary Coverage Comprehensive and integrated coverage of traditional and contemporary marketing concepts Integrated Technology The use of powerful technical resources and learning solutions, such as Connect, LearnSmart, SmartBook, www.kerinmarketing.com, and in-text video links Marketing Decision Making The use of extended examples, cases, and videos involving people making marketing decisions The goal of the 13th edition of Marketing is to create an exceptional experience for today’s students and instructors of marketing The development of Marketing was based on a rigorous process of assessment, and the outcome of the process is a text and package of learning tools that are based on engagement, leadership, and innovation in marketing education iv ENGAGEMENT The members of this author team have benefited from extraordinary experiences as instructors, researchers, and consultants, as well as the feedback of users of previous editions of Marketing—now more than one million students! The authors believe that success in marketing education in the future will require the highest levels of engagement They ensure engagement by facilitating interaction between students and four learning partners—the instructor, other students, businesses, and the publisher Some examples of high-engagement elements of Marketing include: In-Class Activities.  These activities are designed to engage students in discussions with the instructor and among themselves They involve surveys, online resources, out-of-class assignments, and personal observations Each activity illustrates a concept from the textbook and can be done individually or as a team Examples include: Designing a Candy Bar, Marketing Yourself, Pepsi vs Coke Taste Test, and What Makes a Memorable TV Commercial? Interactive Web Page and Blog (www.kerinmarketing.com).  Students can access recent articles about marketing and post comments for other students The site also provides access to a Marketing Twitter feed! Building Your Marketing Plan.  The Building Your Marketing Plan guides at the end of each chapter are based on the format of the Marketing Plan presented in Appendix A On the basis of self-study or as part of a course assignment, students can use the activities to organize interactions with businesses to build a marketing plan Students and employers often suggest that a well-written plan in a student’s portfolio is an asset in today’s competitive job market v LEADERSHIP The popularity of Marketing in the United States and around the globe is the result, in part, of the leadership role of the authors in developing and presenting new marketing content and pedagogies For example, Marketing was the first text to integrate ethics, technology, and interactive marketing It was also the first text to develop custom-made videos to help illustrate marketing principles and practices and bring them to life for students as they read the text The authors have also been leaders in developing new learning tools such as a threestep learning process that includes learning objectives, learning reviews, and learning objectives reviews; and new testing materials that are based on Bloom’s learning taxonomy Other elements that show how Marketing is a leader in the discipline include: Chapter 19: Using Social Media and Mobile Marketing to Connect with Consumers.  Marketing features a dedicated chapter for social media and mobile marketing This new environment is rapidly changing and constantly growing The authors cover the building blocks of social media and mobile marketing and provide thorough, relevant content and examples The authors discuss major social media platforms like Twitter, Facebook, LinkedIn, and YouTube They explain how managers and companies can use those outlets for marketing purposes Also discussed in Chapter 19 are methods of measuring a company’s success with social media and mobile marketing This chapter is one of many ways Marketing is on the cutting edge of the field Applying Marketing Metrics.  The Applying Marketing Metrics feature in the text delivers two of the newest elements of the business and marketing environment today—performance metrics and dashboards to visualize them Some of the metrics included in the text are: Category Development Index (CDI), Brand Development Index (BDI), Load Factor (a capacity management metric), Price Premium, Sales per Square Foot, Same-Store Sales Growth, Promotion-to-Sales Ratio, and Cost per Thousand (CPM) impressions The feature is designed to allow readers to learn, practice, and apply marketing metrics Color-Coded Graphs and Tables.  The use of color in the graphs and tables enhances their readability and adds a visual level of learning to the textbook for readers In addition, these color highlights increase student comprehension by linking the text discussion to colored elements in the graphs and tables New Video Cases.  Each chapter ends with a case that is supported by a video to illustrate the issues in the chapter New cases such as Amazon, Mall of America, and Taco Bell, and recent cases such as Chobani Greek Yogurt, X-1 Audio, Secret Deodorant, LA Galaxy, Carmex lip balm, and StuffDOT provide current and ­relevant examples that are familiar to students vi INNOVATION In today’s fast-paced and demanding educational environment, innovation is essential to effective learning To maintain Marketing’s leadership position in the marketplace, the author team consistently creates innovative pedagogical tools that match contemporary students’ learning styles and interests The authors keep their fingers on the pulse of technology to bring real innovation to their text and package Innovations such as in-text links, a Twitter feed, hyperlinked PowerPoint slides, and an online blog augment the McGraw-Hill Education online innovations such as Connect, LearnSmart, and SmartBook In-text Links.  You can see Internet links in magazine ads; on television programming; as part of catalogs, in-store displays, and product packaging; and throughout Marketing, 13/e! These links bring the text to life with ads and videos about products and companies that are discussed in the text These videos also keep the text even more current While each link in the text has a caption, the links are updated to reflect new campaigns and market changes In addition, the links allow readers to stream the video cases at the end of each chapter You can simply click on the links in the digital book or use your smartphone or computer to ­follow the links Twitter Feed and Online Blog.  Visit www.kerinmarketing.com to participate in Marketing’s online blog discussion and to see Twitter feed updates You can also subscribe to the Twitter feed to receive the Marketing Question of the Day and respond with the #QotD hashtag Connect, LearnSmart, and SmartBook Integration.  These McGraw-Hill Education products provide a comprehensive package of online resources to enable students to learn faster, study more efficiently, and increase knowledge retention The products represent the gold standard in online, interactive, and adaptive learning tools and have received accolades from industry experts for their Library and Study Center elements, filtering and reporting functions, and immediate student feedback capabilities In addition, the authors have developed book-specific interactive assignments, including (a) auto-graded applications based on the marketing plan exercises, and (b) activities based on the Applying Marketing Metrics box and marketing metrics presented in the text Innovative Test Bank.  Containing almost 7,000 multiple-choice and essay questions, the Marketing, 13/e Test Bank reflects more than two decades of innovations The Test Bank includes two Test Item Tables for each chapter that organize all the chapter’s test items by Bloom’s three levels of learning against both (1) the main sections in the chapter, and (2) the chapter’s learning objectives In addition, a number of “visual test questions” for each chapter reward students who have spent the effort to understand key graphs, tables, and images in the chapter vii ® Required=Results McGraw-Hill Connect® Learn Without Limits Connect is a teaching and learning platform that is proven to deliver better results for students and instructors Connect empowers students by continually adapting to deliver precisely what they need, when they need it, and how they need it, so your class time is more engaging and effective 88% of instructors who use Connect require it; instructor satisfaction increases by 38% when Connect is required Using Connect improves passing rates by 10.8% and retention by 16.4% Analytics Connect Insight® Connect Insight is Connect’s new one-of-a-kind visual analytics dashboard—now available for both instructors and students—that provides at-aglance information regarding student performance, which is immediately actionable By presenting assignment, assessment, and topical performance results together with a time metric that is easily visible for aggregate or individual results, Connect Insight gives the user the ability to take a just-in-time approach to teaching and learning, which was never before available Connect Insight presents data that empowers students and helps instructors improve class performance in a way that is efficient and effective Mobile Connect’s new, intuitive mobile interface gives students and instructors flexible and convenient, anytime–anywhere access to all components of the Connect platform Students can view their results for any Connect course Adaptive THE FIRST AND ONLY ADAPTIVE READING EXPERIENCE DESIGNED TO TRANSFORM THE WAY STUDENTS READ More students earn A’s and B’s when they use McGraw-Hill Education Adaptive products SmartBook® Proven to help students improve grades and study more efficiently, SmartBook contains the same content within the print book, but actively tailors that content to the needs of the individual SmartBook’s adaptive technology provides precise, personalized instruction on what the student should next, guiding the student to master and remember key concepts, targeting gaps in knowledge and offering customized feedback, and driving the student toward comprehension and retention of the subject matter Available on smartphones and tablets, SmartBook puts learning at the student’s fingertips—anywhere, anytime Over billion questions have been answered, making McGraw-Hill Education products more intelligent, reliable, and precise www.learnsmartadvantage.com www.downloadslide.net Generic, 90 Generic business strategy, 627–628 cost focus strategy, 628 cost leadership strategy, 628 differentiation focus strategy, 628 differentiation strategy, 628 Geographical groupings, 639 Geographical price adjustments basing-point pricing, 389 FOB origin pricing, 388 FOB with freight-allowed pricing, 389 multiple-zone pricing, 389 single-zone pricing, 388–389 uniform delivered pricing, 388–389 Geographic sales organization, 582–583 Geographic segmentation consumer markets, 243, 244 organizational markets, 247–248 GeoVALS, 137 Germany, antitrust laws, 197 Global companies global brands, 183 strategies, 182–183 types of, 181–182 Global competition, 32, 181 Global consumers, 183 Global environmental scan cultural diversity, 185–188 economic considerations currency exchange rates, 190 income and purchasing power, 189–190 infrastructure, 188–189 political stability, 191 trade regulations, 191 Global impact of retailing, 437 Global marketing in borderless economic world decline of protectionism, 178–179 economic espionage, 185 economic integration, 179–181 global competition, 181–184 networked global marketspace, 184 direct marketing in, 489–490 entry strategies Dell Inc., 174–175 direct investment, 194 exporting, 193–194 franchising, 193–194 joint ventures, 194 licensing, 193–194 Mary Kay, Inc., 199–200 Global marketing manager, 654 Global marketing strategy, 182 examples, 182–183 Global marketplace, competition in, 36 Goals, 32 acting on deviations from, 640–641 of business firms, 32 communicating, 635 identifying deviations from, 640 measurable and achievable, 631 of nonprofits, 33 Paradise Kitchens, 58 quantitative, 641 Goal setting, 42 Good Housekeeping Seal, 133, 310 Good Morning America, 502, 555 Goods durable, 266 marketing of, 17 nondurable, 266 Gourmet, 511 Government agencies, 28 Government-sponsored services, 327 Government units, 155 Gray divorce, 77 Gray market, 197 Green businesses, 338 Green jobs, 77 Green machines, 444 Green marketing, 111 Green technologies, 85 Green vehicles, 119 Grocery Headquarters, 60 Grocery products commercialization problems, 282 regional rollouts, 282 Gross domestic product, 82 services percentage of, 322 small business percentage of, 88 U.S percentage of trade, 177 Gross income, 83 Gross margin, 399 Gross profit, 399 Gross rating points (GRPs), 508 Gross sales, 397 Groupthink, and new-product failures, 272–273 Growth, and target market selection, 251 Growth share matrix definition, 37 quadrants, 37–38 Growth stage; see Product life cycle Growth strategies business portfolio analysis, 36–39 diversification analysis, 39–40 Guarantees, 133 Guides against Deceptive Pricing (FTC), 390 H Habits, and brand loyalty, 134 Harley Owners Group, 139 Harry Potter books, 240 Harvesting strategy, 296 marketing objectives, 293 Head-to-head positioning, 256 Health, and packaging, 312 Help-wanted ads, 661 Hierarchy of effects, 482 adoption, 483 awareness, 482 evaluation, 482 interest, 482 trial, 483 High-involvement purchase, 127, 128 High-learning products, 297 High-resource achievers, 136 High-resource experiencers, 136 High-resource groups, 137 High-resource innovators, 137 High-resource thinkers, 136 Hispanics buying patterns, 143 buying power, 142 demographics of, 143 diversity of, 143 expected growth of, 79 makeup of, 78 and multicultural marketing, 79 purchasing power, 60 spending by, 79 Home offices, 590 Horatio Alger American Citizen Award, 200 Horizontal channel conflict, 419 Horizontal price fixing, 389 Hotels at Home, 333 Households American, 76–77 gross income, 83 TV ratings, 213 with TV sets, 509 Huffington Post, 512 Humorous appeals, 506 Hunger Games, 204–206, 240 Hypermarket, 442 I Idea generation, 275 from competitors’ products, 276–277 from customers, 276 from employees and friends, 275 from inventors, 277 research and development labs, 276 from small businesses, 277 from suppliers, 276 from universities, 277 at X-1, 286 Ideals-motivated groups, 136 Ideas, 266 at Chobani, Inc., 21 marketing of, 17 Idle production capacity, 324 Ignore objections, 579 Image of retail outlets, 451 IMC audit, 486–487 Implied warranty, 313 Imports, 176–177 Impression management, 336 Inbound telemarketing, 572 Inc magazine, 320 Income of consumers, 83–84 global levels, 74–75 Income statement, 397 Inconsistency, 323 Incremental costs and revenues, 384–385, 623 Independent agents, 582 Independent retailers, 348 Independent variable, 220 Index of Consumer Sentiment 1963-2015, 82–83 India Dell Inc in, 174–175 Mary Kay in, 200–202 Indirect channels business products, 411–412 consumer products, 410–411 Indirect exporting, 192 Individual interviews, 215 Individuality in marketspace, 599–600 Industrial firms North American Industry Classification System, 155 types of, 154 Industrial products, 266 Industrial salesperson, 654 Industrial services, 267 Industry, 28 and marketing plan, 54 Industry analysis, Paradise Kitchens, 60 Industry practices ethics of competition, 105–106 ethics of exchange, 104–105 Inelastic demand, 360 Infant Formula Act, 89 Influencers, 163 Infomercials, 510 Information for buyers, 417 negative word of mouth, 138 for women car buyers, 122 Informational advertisements, 500 Information search consumer smartphone purchase, 162 for extended problem solving, 128 inadequate, 125 on Internet, 126 for limited problem solving, 128 in online shopping, 610 in organizational buying, 162 and perceived risk, 133 primary sources, 124 for routine problem solving, 128 705 www.downloadslide.net Information sources for marketing careers business publications, 668 career planning publications, 668 marketing publications, 668 periodicals, 668–669 professional and trade associations, 669–670 Information technology, 221 in direct marketing, 489 and dynamic pricing, 382 and relationship marketing, 12 in supply chain management, 425 In-house agencies, 518 In-house research staff, 567 Innovation Chobani, Inc., 22–23 continuous, 269–270 diffusion of, 298 discontinuous, 270 disruptive, 275, 633 dynamically continuous, 270 open, 273 radical, 271 Innovators, 137 profile of, 299 In-pack coupons, 65 Input measures in salesforce evaluation, 587 social media performance, 552–553 Input metrics, 626–627 Input-related sales objectives, 581 Inquiry tests, 518 Inseparability, 323–324 Inside Edition, 555 Inside order takers, 572 Installations, 267 Institutional advertisements, 501 advocacy, 501 competitive, 502 pioneering, 501 reminder, 502 In-store demonstrations, 65 Insurgent, 523 Intangibility, 323 Integrated marketing communications (IMC), 470 communication process, 470–472 executing and assessing audit, 486–487 costs, 486 media agencies, 486 pretests and posttests, 487 test-results database, 487 program development designing promotion, 485 identifying target audience, 482 scheduling, 485–486 selecting tools, 485 setting budget, 483–485 specifying objectives, 482–483 706 promotional elements advertising, 472–473 direct marketing, 475–476 personal selling, 473–474 public relations, 474–475 sales promotion, 475 promotional mix development buyer decision stages, 479–480 channel strategies, 480–481 product characteristics, 478–479 product life cycle, 477–478 target audience, 476–477 Taco Bell, 468–469, 493–495 Integrated supply chain, 424 Intellectual property, worldwide theft of, 104 Intelligent enterprise, 221 Intelligent marketing enterprise platform, 221 Intensive distribution, 416 Interaction rate, social media, 553 Interactive Advertising Bureau, 513 Interactive marketing, 600 creating customer value, 589–599 customer relationships, 599–601 individuality, 599–600 online consumer behavior, 604– 610, 604–611 online customer experience, 601–603 Seven Cycles, Inc., 596–597 Interactivity in marketspace, 599–600 Interest, 350, 482 Intermediaries communication with buyers, 417 consumer benefits, 408–409 electronic, 412 focus of promotion, 476 functions facilitating, 409 logistics, 409 transactional, 408–409 in online retailing, 446 pre- and postsale service, 417 types of, 408 variety carried by, 417 Internal data, 219 Internal marketing, 335 Internal search, 124 Internal target audience, 54, 55 International Anti-Dumping and Fair Competition Act, 186 International firms, 182 International Franchise Association, 440 International marketing careers, 654, 657–658 International selling and approach stage, 577 and preapproach stage, 577 International Standards Organization, 112, 338 International trade; see World trade Internet; see also Online shopping addiction to, 605 creating competition, 357 eight-second rule, 417 online tracking, 92 pop-up blockers, 216 for primary data, 216 and purchase decision, 126 salesforce communication, 590 spam blocker, 216 and word of mouth, 138 Internet advertising advantages and disadvantages, 509 appeal of, 512–513 classified ads, 513 click fraud, 514 current disadvantages, 513–514 expenditures, 507 going viral, 513 Google, Inc., 531–532 mobile marketing, 513 smart-pricing, 514 variety of options, 513 Internet marketing channels, 412 Internet of Things (IoT), 84, 86 Internet Tax Freedom Act, 91 Intertype competition, 442 Intranets, 86 Introduction stage; see Product life cycle Inventors, 277 Inventory beginning and ending, 400 carrying costs, 324 definition, 399 low at Walmart, 424 in services, 324–325 vendor-managed, 426 Inventory control manager, 654 Involvement, 127 extended problem solving, 128 high-involvement purchase, 127 limited problem solving, 128 low-involvement purchases, 127, 128 and marketing strategy, 128–129 routine problem solving, 128 ISO 14000 standards, 112 J Japan, tariffs, 178 Job analysis, 585 Job description, 585 Job interview, 664–667 follow-up, 667 handling rejections, 667 preparing for, 665–666 questions asked at, 665, 666 succeeding in, 666–667 Job-related tests, 659–660 Job search process, 548, 652 identifying opportunities, 660–662 job-related tests, 659–660 self-assessment, 658–t659 Joint ventures, 194 Journal of Marketing, 209 Journal of Marketing Research, 209 Jurassic World, 486, 523 Jury tests, 517 K Kaizen, 622 Kelley Blue Book, 351, 504 Key account management, 583 Key business practices, 622 Key traits of personality, 131 Kickbacks, 105–106, 186 Kogod School of Business, 659 L Label, 310 Labeling communication benefits, 310 competitive advantage from, 310–312 connecting with customers, 312 cost reduction, 312 customer value from, 310–312 functional benefits, 310–311 open dating, 311 perceptual benefits, 311–312 private, 309 Laggards, 29 Language(s) back translation, 187 meanings of brand names, 307 misinterpretations, 471 official, 187 used by Seven Cycles, Inc., 596 Lanham Act, 89–90, 303 Late majority, 299 Lawrence Livermore National Laboratory, 159 Laws, 102 Leadership in Energy and Environmental Design, 77, 439 Lead generation, 489, 575–576 Learning, 133 behavioral, 133 and brand loyalty, 134 cognitive, 134 and product newness, 270 Learning effect, 378 LEED; see Leadership in Energy and Environmental Design Legal and regulatory forces; see Regulatory forces Legal systems, 189 Legitimate right, 420 Level of service, 438 full service, 441 limited service, 441 self-service, 440–441 Lexis/NexisAcademic, 212 Library, for job opportunities, 661 Licensing, 193–194 www.downloadslide.net Life-cycle curve, 297 Lifestyle definition, 135 and psychographics, 135 and social class, 142 VALS framework, 135–137 Lifestyle segmentation, 243–244 Likert scale, 218 L’il Abner, 635 Limited-coverage warranty, 313 Limited-line wholesalers, 457–458 Limited problem solving, 128 Limited-service agencies, 517–518 Limited service retailers, 441 Linear trend extrapolation, 228–229 Line positions, 639 Line vs staff divisional groupings, 639 LinkedIn, 547 in brand manager’s strategy, 548 compared to other social media, 543 for job search, 548 number of users, 551 overview, 547 Linked prosperity, 26 List or quoted price balance incremental costs and revenues, 384–385 company effects, 382 competitive effects, 384 customer effects, 383–384 price policy choice, 381–382 special adjustments allowances, 387 discounts, 386–387 geographical, 388–389 Load factor, 336–337 Local Search Association, 512 Logistical function, 409 Logistics, 421 third-party providers, 427 Logistics management at Amazon, 431 in auto industry, 423 elements of, 421 and reverse logistics, 425–427 and supply chain, 422 in supply chain customer service concept, 425–426 total cost concept, 425 Logo, 303 StuffDOT, 562 Logotype, 303 Long-range marketing plan, 627 Long-term relationships, 526–527 Loss-leader pricing, 380 Lost-horse forecast, 228 Louvre, Paris, 17–18 Lower class, 142 Low-involvement purchases, 127, 128 Low-learning products, 297 Low-resource believers, 136 Low-resource groups, 137 Low-resource makers, 136 Low-resource strivers, 136 Low-resource survivors, 137 Loyalty card apps, 434 Loyalty programs advantages and disadvantages, 520 in mobile marketing, 557 Nordstrom Rewards, 441 objectives, 520 recent trends, 522–523 Luxury goods exclusive distribution, 416–417 prestige pricing, 373 as store purchases, 598 M Macroeconomic conditions, 82–83 Madrid Protocol, 90 Magazine advertising advantages and disadvantages, 509 cost disadvantage, 511 expenditures, 507 infrequency, 511 marketing advantage, 511 specialized medium, 511 Magazines failures, 511 market segments, 240 Magnuson-Moss Warranty/FTC Improvement Act, 313 Mail surveys, 215 Maintained markup, 449 Makers, 136, 137 Malcolm Baldrige National Quality Award, 588 Mall intercept interviews, 218 Management by exception, 640 Managers key business practices, 622 of services, 333 Managing for long-run profits, 354 Manufacturers and channel conflict, 419 performance contracts, 524–525 pricing by, 383–384 recycling products, 86 trade discounts, 386 training salesforces of distributors, 525 Manufacturers’ agents, 458 Manufacturers’ Agents National Association, 458 Manufacturer’s branch office, 458 Manufacturer-sponsored retail franchise systems, 415 Manufacturer-sponsored wholesale franchise systems, 415 Manufacturers’ representatives, 458 Manufacturer’s sales office, 458 Manufacturer’s suggested retail price, 390 Maricopa County, Arizona, 102 Markdown, 402–403 timing of, 449 Market, Mall of America as, 462–463 in organizational buying, 156 Market attractiveness, too little, 272 Market-based groupings, 639 Market development, 39 Market-dominated information sources, 124 Market drivers, 220 Market Force Information, 16 Marketing, 5; see also Ethical marketing behavior; Financial aspects of marketing; Global marketing beneficiaries, 18 and career, changes in discipline, 652 changes with social media, 538–539 and consumer protection, 8–9 controllable forces, 9–10 discovering consumer needs, diversity of opportunities in, 652 effect of technological advances, 85–86 effects of price elasticity of demand, 360–361 ethical/legal framework, 102–103 ethics, 16 evolution of customer relationship era, 15 marketing concept era, 14 production era, 14 sales era, 14 factors required for communication, something to exchange, unsatisfied needs, focus on customer relationship management, 15–16 and forms of utility, 18 generational, 76 goals, Mall of America, 463 meeting needs with new products, 7–8 methods related to sampling, 209 statistical inference, 209 multichannel, 413 multicultural, 79 objectives in product life cycle, 293 objectives of Paradise Kitchens, 61–62 to organizational buyers, 18 organizing line vs staff groupings, 639 role of chief marketing officer, 638–639 role of product managers, 639 personal selling in, 569 role of price, 350 social responsibility, 16–17 StuffDOT, 563 two environments of marketplace, 598 marketspace, 598 to ultimate consumers, 18 uncontrollable forces, 10 what is marketed, 17–18 who markets, 17 Marketing action data, 210 Marketing actions, 5–6 criterion for market segments, 243 data needed for, 209 evaluation of results, 227 findings for, 225–226 implementation, 227 from market segmentation, 238 possible, 208 to reach segments changing consumer tastes and, 253–254 eye on competitors, 253 immediate strategy, 252–253 recommendations, 226–227 from SWOT analysis, 41 Marketing analytics to track performance marketing dashboards, 33–35 marketing metrics, 34–35 Marketing channels, 408; see also Logistics; Supply chain at Amazon, 430–432 Callaway Golf, 406–407 conflict and cooperation in, 418–421 costs of, 417–418 customer value from, 408–409 direct and multichannel marketing, 413 dual distribution, 413 factors in choice and management buyer requirements, 417 profitability, 417–418 target market coverage, 416–417 General Mills, 643 intermediaries, 408–409 Internet, 412 legal and ethical considerations dual distribution, 420 exclusive dealing, 420 full-line forcing, 421 refusal to deal, 421 resale restrictions, 421 tying arrangements, 420–421 vertical integration, 420 strategic alliances, 414 structure and organization for business products and services, 411–412 for consumer products and services, 410–411 707 www.downloadslide.net Marketing channels—Cont types of intermediaries, 408 and utility for consumers, 409 vertical administered systems, 416 contractual systems, 415–416 corporate systems, 414–415 Marketing concept, 14 Marketing concept era, 14 Marketing dashboards, 33 General Mills, 642–644 to improve marketing ROI, 642 Sonatica, 34 Marketing database manager, 654 Marketing department, key role of, 30 structure, Marketing impact data, 210 Marketing implementation, 634 Marketing information, 210 Marketing manager, nonprofit organizations, 654 Marketing metrics, 34 advertising media selection, 507 Apple Stores, 452 Ben and Jerry’s, 35 brand development index, 301 Carmex social media programs, 220 category development index, 301 Charlesburg Furniture, 418 effectiveness of store format, 453 General Mills, 642–644 to improve marketing ROI, 642 integrated marketing communications spending, 484 JetBlue Airways, 337 for marketing planning input metrics, 626–627 output metrics, 626–627 quantitative metrics, 626 new-product performance, 273–274 Red Bull prices, 380 salesperson performance, 588 underperforming states, 273 website performance, 604 Marketing mix, 10 controllable factors, 9–10 customer value proposition, 10 in introduction stage, 292 in marketing program, 43 in organizational buying, 156 poor execution of, 272 prices in, 352–353 promotion in, 470 at 3M Corporation, 13 Marketing News, 661 Marketing organization design, 43 Marketing plan, 33, 54 annual, 627 clear and specific, 631 compared to business plan, 54–55 complete and feasible, 631 708 elements of, 55 format complexity of organizations, 54 industry type, 54 target audience and purpose, 54 guidelines, 631 IBM Smarter Planet strategy, 51 long-range, 627 most-asked questions, 55 Paradise Kitchens core competencies, 58 distribution strategy, 65 financial data and projections, 65–66 implementation plan, 67 interpreting, 56 marketing program, 64–65 mission and goals, 57 organizational structure, 66–67 performance evaluation, 67 points of difference, 63 positioning, 63 price strategy, 64 product strategy, 64 promotion strategy, 64–65 situation analysis, 59–62 strategic focus and plan, 57–58 sustainable competitive advantage, 58 target market, 63 problems balancing value and values, 632–633 data collection time, 632 effect of disruptive innovations, 633 line manager attitude, 632 lost sight of customer needs, 631–632 poor assumptions about environmental forces, 631 writing style suggestions, 55–56 Marketing planning framework generic business strategies, 627–628 planning strategy lessons balancing value and values, 632–633 effect of disruptive innovations, 633 guidelines, 631 potential problems, 631–632 synergy analysis, 628–630 Marketing program, 12, 42 elements of, 43 execution of marketing strategy, 44–45 marketing tactics, 45 improving implementation avoiding paralysis by analysis, 634–635 communicate goals, 635 don’t punish failure, 635–636 open communication, 635 precise tasks, responsibilities, and deadlines, 636–638 program champion, 635 reward success, 635–636 and market segments, 12 Paradise Kitchens place strategy, 65 price strategy, 64 product strategy, 64 promotion strategy, 64–65 reach of, 13 relationship marketing, 10–12 at 3M Corporation, 12–14 worldwide distribution strategy, 196–197 pricing strategy, 197 product and promotion strategies, 195–196 Marketing publications, 668 Marketing research, 206 careers in, 654, 657 Carmex, 233–234 causal, 208 challenges, 206–207 collecting relevant information primary data, 212–224 secondary data, 210–211 descriptive, 208 exploratory, 208 findings data analysis, 225 developing, 224–226 present findings, 225–226 five-step approach, 207 forms of, at General Mills, 620 marketing actions from, 226–227 measures of success, 208 in movie industry, 204–206 problem definition identify marketing actions, 208 set objectives, 207–208 research plan development determine data collection, 209 identify needed data, 209 specify constraints, 208 sales forecasting techniques, 227–229 Marketing research analyst, 654 Marketing research consulting firms, 567 Marketing ROI, 642 marketing dashboards, 642 marketing metrics, 642 Marketing strategy, 44–45 Ben and Jerry’s, 26–27 blue ocean strategy, 636 Choubani, Inc., 2–3 integrating social media measuring results, 552–554 producing sales, 551–552 selecting media, 551 strategic marketing process, 550 and involvement, 128–129 product differentiation, 238 and supply chain management alignment, 423 Dell Inc., 424 Walmart, 424–425 Tiffany/Walmart, 241, 242 X-1, 287–288 Marketing synergies, 245–255, 629 Marketing tactics, 45 Market modification, 300 finding new customers, 300 increasing product use, 301 new use situation, 301 Market orientation, 14–15 Market penetration, 39 Marketplace definition, 598 environmental scanning, 73 in online retailing, 446 Market-product concentration, 630 Market-product focus, Paradise Kitchens marketing/product objectives, 62–63 points of difference, 63 positioning, 63 target market, 63 Market-product grid, 239 developing, 251 for synergy analysis, 629 Market segmentation, 42, 238 consumer markets, 243–247 criteria for forming segments, 243 grouping buyers into segments, 242–248 grouping products into categories, 248–250 marketing actions from, 238 marketing actions to reach target markets, 252–254 market-product grid, 250 market-product synergies, 254–255 market size estimation, 250 organizational markets, 247–248 Prince Sports, Inc., 260–262 PRIZM system, 245 and product positioning, 256–257 reasons for, 238 strategy at Apple Inc., 254–255 target market selection, 251 timing means of, 240–242 variables for consumer markets, 244, 247 variables for organizational markets, 248 Zappos.com, 236–237, 238–239 Market segments, 12, 629 build-to-order system, 241 of buyers, 242–243 criteria for forming, 243 definition, 238 in market-product grid, 239 mass customization, 241 www.downloadslide.net multiple products and multiple segments, 240–241 one product with multiple segments, 240 Prince Sports, Inc., 261 synergies vs cannibalization, 241–242 Washburn Guitar, 367 X-1, 287 Market share, 32 auto insurance companies, 504 battle for, 455 and coupons, 520 in maturity stage, 295 objective of pricing, 354 relative, 37 Market size estimation, 250 and target market selection, 251 Marketspace, 86 blue ocean strategy, 636 choiceboards, 600 collaborative filtering, 600 creating customer value, 589–599 customer relationships, 599–600 individuality, 599–600 as marketing environment, 598 online consumer behavior, 604–611 permission marketing, 601 personalization, 600–601 utilities from, 589–599 Market specialization, 630 Market testing, 280 controlled test markets, 280 simulated test markets, 280 standard test markets, 280 when not feasible, 381 Market trends, 621 Markup, 375–376, 401–402, 449 Maslow’s hierarchy of needs, 130–131 Massachusetts Institute of Technology, 86 Media Lab, 207 Mass customization, 241 Mass selling, 472 Matching competitors budgeting, 484 Matrix organization, 639 Maturity stage; see Product life cycle; Retail life cycle Maximizing current profit, 354 Measures of success, 208 Media; see also Advertising media ability to reach audiences, 542 credibility, 542 expense and access, 542 permanence, 542 social vs traditional, 542, 550 time to delivery, 542 training for, 542 Media agencies, 486 Media buyer, 654 Media Ratings Council, 514 Media richness, 540 Meet-the-competition defense, 390 Men as car buyers, 122–123 changing attitudes, 80–81 as consumer base, 80 percent of world population, 74 Men’s Vogue, 511 Merchandise category management, 453 in retailing mix, 452–453 Merchandise allowance, 524–525 Merchandise line, 438 breadth of, 442 depth of, 441–442 scrambled merchandising, 442 Merchandise management, 655 Merchant wholesalers, 457 cash and carry wholesalers, 457–458 desk jobbers, 458 drop shippers, 458 general merchandise wholesalers, 457 rack jobbers, 457 specialty merchandise wholesalers, 457 truck jobbers, 458 Message, 470 subliminal, 132 Message content fear appeals, 505 humorous appeals, 506 informational and persuasive, 505 sex appeals, 505 Message creation advertising agencies, 506 celebrity endorsements, 506 translating ideas into ads, 506–507 Message problems, 471 Methods, 209 Metro, 512 Metropolitan division areas, 78 Metropolitan statistical areas, 78 Micropolitan statistical areas, 78 Middle-aged married couples, 141 Middle class, 142 Middlemen, 408 Millennials; see also Generation Y as business leaders, 77 and smartphones, 549 and suburban growth, 77 Million Dollar Baby, 204 Minions, 521 Minority, 75 Mission, 31 examples, 11 IBM, 50 Paradise Kitchens, 57 Xerox, 593 Missionary salespeople, 572–573 Mission statement Ben and Jerry’s, 26 examples, 31 social element, 31 Mixed branding, 310 Mobile apps; see Apps Mobile marketing, 513, 538–539 definition, 557 empowering users, 558 on Facebook e-mail marketing, 546 faster news publishing, 546 integration of app enhancement, 546 photo-sharing, 546 location-based promotions, 557 loyalty programs, 557 price-comparison search, 557 privacy issues, 558 and video bloggers, 549 Modern Family, 524 Modified rebuy, 163, 164 Trek Bicycle Corporation, 171 Momentum, 511 Monopolistic competition, 87 definition, 356, 357 Monopoly, 87 definition, 356, 357 Moody’s Investors Services, 665 Moral idealism, 107 Moral philosophy definition, 107 moral idealism, 107–108 utilitarianism, 108–109 Moral standards, 103 Motivation, 130 in hierarchy of needs, 130–131 of salesforce, 586–587 Xerox salesforce, 594 Movement along a demand curve, 359–360 Movie industry concept testing, 204–206 marketing research, 204–206 market segments, 240 product placements in, 523 revenues, 204 test screenings, 206 MSN News, 288 Multibranding, 308 advertising and promotion costs, 309 application of, 308–309 fighting brands, 309 market segments, 309 Multichannel marketing, 413; see also Interactive marketing; Marketspace for Callaway Golf, 406 cross-channel consumers, 612–613 implementing with promotional websites, 612–613 with transactional websites, 612 Pizza Hut, 615–619 popularity of, 613 Multichannel retailers, 456 Multichannel retailing examples, 455–456 synergies, 456 Multicultural Agency of the Year, 79 Multicultural marketing, 79 Multicultural population, 79 Multidomestic marketing strategy, 182 Multinational firms, 182 Multiple-zone pricing, 389 Multiproduct branding, 308 Myers-Briggs Type Indicator, 660 Mystery shoppers, 213–214 N NAICS; see North American Industry Classification System National Aeronautics and Space Administration, 155, 376 National Business Hall of Fame, 200 National Cable and Telecommunication Association, 510 National Do Not Call Registry, 92, 105, 446–447, 490, 576 National Highway Traffic Safety Administration, 111 National Retail Federation, 449 National Weather Service, 515 NCIS, 213 Near field communication products, 434 Needs, 8–9 criterion for market segments, 243 hierarchy of, 130–131 perceived, 124 unsatisfied, Need-satisfaction presentation, 578 Negative deviations, 46 Negative word of mouth, 138 Net sales, 397 Networked global marketspace, 184 Networking, for job search, 661–662 Neuromarketing, 214 New buy, 163 Trek Bicycle Corporation, 171 New car buying decisions, 122 Newness compared to existing products, 269 from consumer’s perspective, 269–270 in legal terms, 270 from organizational perspective, 271–272 as pricing constraint, 355 New-product concept, 209 709 www.downloadslide.net New-product development process, 274 at Apple Inc., 264 business analysis, 279 commercialization, 281–282 development stage, 279–280 disruptive innovation, 275 early-stage financing, 277 fast prototyping, 282 General Mills, 620 in global marketing, 195–196 idea generation, 275–277 market testing, 280–281 new-product strategy development, 274–275 open innovation, 273 parallel development, 282 screening and evaluation, 277–278 speed as factor in, 282 Stage-Gate process, 274 from technology, 85 at X-1, 285–288 New-product failures at Apple Inc., 264–265 marketing reasons bad timing, 272 incomplete protocol, 271 insignificant points of difference, 271 no access to buyers, 272 not satisfying customer needs, 271–272 poor marketing mix execution, 272 poor quality, 272 too little marketing attractiveness, 272 organizational inertia reasons groupthink, 272–273 not-invented-here problem, 273 New-product launch expense of, 620 Milsco Corporation, 160 success rate, 621 New products business fit, 279 degree of learning required of consumers, 269–270 meeting needs with, 7–8 number introduced by General Mills, 621 number introduced each month, perspectives on newness, 269–271 positioning, 256–257 problem of defining, 268–269 showstoppers, 89 from wheel of retailing, 453–454 New-product strategy development, 274–275 at X-1, 286 News conference, 526 Newspaper advertising advantages and disadvantages, 509 expenditures, 507 710 local medium, 511 national campaigns, 512 online newspapers, 512 trends influencing, 512 Newspapers circulation decline, 512 revenue decline, 512 News releases, 526 Newsweek, 439 New Yorker, 142 New York Times, 512, 542 Noise, 472 Noncumulative quantity discounts, 386 Nondurable goods, 266 Nonmonetary rewards, 587 Nonprofit organizations, 28 examples, 326–327 goals, 33 market segmentation, 238 promotional activities, 327 public service announcements, 526 social marketing, 328 Nonselling duties, 656 Nonstore retailing automatic vending, 443–444 catalogs, 444–445 direct mail, 444–445 direct selling, 447 online retailing, 445–446 telemarketing, 446–447 TV home shopping, 445 Norms, 103–104 North American Free Trade Agreement, 155 and protectionism, 178 North American Industry Classification System (NAICS), 156, 211, 247 Not-invented-here problem, 273 Nutritional Labeling and Education Act, 89 O Objections techniques for handling, 579 types of, 578–579 Objective and task budgeting, 484–485 Objectives, 32 of advertising program, 502–503 of consumer-oriented sales promotions, 520 in marketing research, 207–208 in organizational buying, 157 of pricing, 353–354 of promotion, 482–483 of sales plan, 581–582 in target market selection, 251 Observational data, 210, 212 ethnographic research, 214 mechanical methods, 212–213 from mystery shoppers, 213–214 neuromarketing methods, 214 personal methods, 213–214 Occupational Outlook Handbook (Dept of Labor), 661 Odd-even pricing, 374 Offerings, 28 Office, The, 524 Off-peak pricing, 334 Off-price retailing, 450 versus discount stores, 450 outlet stores, 450 single-price retailers, 450 warehouse clubs, 450 Older married or unmarried, 141 Oligopoly, 87 definition, 356, 357 Olympic Games, 485 Olympic Teams, 2, 22 Omnichannel marketing, 413 Omnichannel retailing, 456 One-price policy, 381 Online advertising, Google, Inc., 531–532 Online auctions reverse auctions, 167 versus traditional auctions, 166–167 Online behavioral advertising, 490 Online buying auctions, 166–167 in business-to-business markets, 164–167 prominence of, 164–165 vertical organizational markets, 165–166 Online career and employment services, 660–661 Online consumer behavior consumer characteristics, 604–605 eight-second rule, 606 purchase behavior, 605 reasons for shopping, 605–610 choice, 606–607 communication, 607–609 control, 609–610 cost, 609 customization, 607 times and places for shopping, 610–611 Online consumers, 604 Online coupons, 519 Online customer experience commerce, 603 communication, 603 community, 603 connection, 602–603 content, 602 context, 602 customization, 602 definition, 601 Online databases, 212 Online marketing research, 567 Online newspapers, 512 Online retailing catalogs, 444 Cyber Monday, 446 failure to check out, 446 melding with traditional retailing, 445–446 price comparisons, 446 shipping options, 446 StuffDOT, 562–563 varying approaches, 446 Online shopping behavioral targeting, 610 bots, 606 cookies, 610 eight-second rule, 606 privacy and security, 610 projected sales by 2018, 598 showrooming, 611 webrooming, 611–612 Online surveys, 215 Online tracking, 92 On-the-job training, 586 Open dating, 311 Open-ended questions, 218 Open innovation, 273 Operating statement cost elements, 398–400 definition, 397 illustration, 398 sales elements, 397 Operations manager, 654 Opinion leaders, 137 percentage of adults, 137–138 Opportunities; see SWOT analysis Opt-in requirement, 490, 601 Opt-out, 601 Order, size of, 157 Order clerks, 572 Order cycle, 426 Order getter, 572 Order taker, 571 Organizational buyers, 18, 154 and reverse auctions, 167 Organizational buying buyer–seller relationships complex negotiations, 159 long-term contracts, 159 reciprocity, 159 supply partnerships, 159–160 sustainable procurement, 160–161 characteristics and dimensions, 156 competitive bids, 157 derived demand in, 156 JCPMedia, Inc., 152–153 marketing channels, 411–412 number of potential buyers, 157 objectives, 157–158 size of order or purchase, 157 supplier capabilities, 152 supplier diversity, 157–158 trade promotions, 524–525 Trek Bicycle Corporation, 170–172 Organizational buying behavior, 161 buying centers, 162–164 buying function, 161 www.downloadslide.net buying process stages, 161–162 compared to consumer behavior, 161, 162 Organizational buying criteria commonly used, 158 supplier development, 157–158 Organizational chart, 5, 29 Organizational culture, 31 Mary Kay, Inc., 200 performance-oriented, 622 Organizational foundation core values, 31 definition, 30 direction, 32 goals and objectives, 32–33 mission, 31 organizational culture, 31 Organizational markets government units, 155 industrial, 154 means of segmenting, 247–248 North American Industry Classification System, 155 online auctions, 166–167 online buying, 164–165 resellers, 154 virtual, 165–166 Organizational structure divisional groupings, 639 fast, flexible, and flat, 622 matrix organization, 639 Paradise Kitchens, 66–67 and sales management customer, 583 geographic, 582–583 product, 583 Organizational synergy, 241 Organizations buying function, 161 definition, 28 for-profit, 326–327 forward-looking, 30 influence on marketing, intelligent enterprise, 221 newness from perspective of, 270–271 new-product failures groupthink, 272–273 not-invented-here problem, 273 nonprofit, 326–327 social entrepreneurs, 29 strategic direction current status analysis, 35–36 growth strategies, 36–40 strategic marketing process, 40–46 strategies at corporate level, 28–30 at functional level, 30 at strategic business units level, 30 variation by level, 33 variation by product, 33 types and complexity of, 54 types of, 28 Outbound telemarketing, 572 Outdoor advertising advantages and disadvantages, 509 billboards, 514 conditional content, 515 expenditures, 507 public service announcements, 515 recent growth, 515 transit advertising, 514 Outdoor Advertising Association of America, 515 Outlet stores, 450 Output measures in salesforce evaluation, 587 social media performance, 552–553 Output metrics, 626–627 Output-related sales objectives, 581 Outside order takers, 571–572 P Packaging, 310 communication benefits, 310 competitive advantage from, 310–312 connecting with customers, 312 cost reduction, 312 customer value from, 310–312 environmental concerns, 312 functional benefits, 310–311 health, safety, and security concerns, 312 perceptual benefits, 311–312 Page views, social media, 553 Paid search, 513 Panels, 219 Parallel development, 282 Parallel importing, 197 Paralympic Teams, Paralysis by analysis, 634–635 Parks and Recreation, 212 Partnership Program, 27 Partnership selling, 570 Patents, 104 PC Magazine, 85, 511 Peer-to-peer sharing services, 320–321 Penetration pricing, 373 in introduction stage, 292 People, 142 People-based services, 326 People en Español, 143 Peoplemap assessments, 660 People meter, 212 Per capita income, international variations, 189 Perceived risk, 133 Percentage of sales budgeting, 483 Perception, 131 selective, 131–132 Perceptual map, 257 for positioning, 256–257 for repositioning, 257 Performance contracts, 524–525 Performance evaluation Paradise Kitchens, 67 of salesforce, 587–588 strategic marketing process acting on deviations, 46, 640–641 compare results, 45 identifying deviations, 45, 640 management by exception, 640 marketing dashboards, 642–644 marketing metrics, 642–644 marketing ROI, 640 Performance measures linked to inputs and costs, 552–553 linked to outputs or revenues, 553–554 Pizza Hut, 618 return on investment, 404–405 for social media cost per action, 553 cost per click, 552–553 cost per thousand, 552–553 Performance-oriented culture, 622 Periodicals for marketing careers, 668–669 Permanence, of media, 542 Permission marketing, 601 Per se illegal concept, 90, 389 Personal contact, for job search, 661 Personal influence opinion leaders, 137–138 word of mouth, 138 Personal information sources, 124 Personal interview surveys, 215 Personality, 131 key traits, 131 self-concept, 131 Personality tests, 659–660 Personalization, 600 permission marketing, 601 by Yahoo!, 600 Personalized URLs, 445 Personal needs, 131 Personal selling, 473, 568 advantages, 474 costs, 473 creating customer value, 569–570 partnership selling, 570 relationship selling, 570 customized interaction, 472 disadvantage of flexibility, 474 in entrepreneurship, 569 forms of customer sales support personnel, 572–573 order getters, 572 order takers, 571–572 General Electric Healthcare Americas, 566–567 in marketing, 569 of services, 335 strengths and weaknesses, 473 team selling, 573 at Xerox, 593–594 Personal selling process, 574 close, 580 follow-up, 580 objectives, 575 preapproach, 576–577 presentation formats, 577–579 prospecting, 575–576 stages, 574 Pharmacy Times, 394 Physical distribution, 653 specialist, 654 types of careers in, 654 Physical environment, 336 Physiological needs, 130 Pineapple, 511 Pinterest, 554 Pioneering advertisements, 500 Pioneering institutional advertisements, 501 Pi Sigma Epsilon, 661 Place, in marketing mix, 10 Place-based media, 515 Place strategy; see also Marketing channels Chobani, Inc., 22 in marketing program, 43 Paradise Kitchens, 65 at 3M Corporation, 13 Place utility, 409, 436–437 definition, 18 from marketspace, 598–599 Planning versus implementation, 634 value-based, 632–633 Planning gap, 45 Point-of-sale displays advantages and disadvantages, 520 buying decisions, 523 objectives, 520 Points of difference, 42 insignificant, 271 Paradise Kitchens, 63 Political-regulatory climate political stability, 191 trade regulations, 191 Political risk rating, 191 Political stability, 191 Popular Mechanics, 137 Population trend toward older, 75 United States, 75 world, 74–75 Population explosion, 74 Population Reference Bureau, 74 Population shifts within states, 77 state-to-state, 77 statistical areas, 78 711 www.downloadslide.net Portfolio tests, 516–517 Positioning statement, 256 Positive deviations, 46 Possession utility, 409, 436–437 definition, 18 from marketspace, 599 Postpone technique, 579 Postpurchase behavior cognitive dissonance, 126–127 consumer smartphone purchase, 162 and customer satisfaction, 126 and expectations, 126 in organizational buying, 162 Postsale services, 417 Posttests, 487, 518 aided recall, 518 attitude tests, 518 inquiry tests, 518 sales tests, 518 Starch test, 518 unaided recall, 518 Power center, 451 Power of buyers and suppliers, 88 Preapproach stage definition, 576–577 in international selling, 577 objectives, 575 Precycling, 86 Predatory pricing, 391 Premium, 350 Premium price, 379 Premiums advantages and disadvantages, 520 objectives, 520 self-liquidating, 521 Presale services, 417 Presentation stage formula selling format, 578 handling objections, 578–579 need-satisfaction format, 578 objectives, 575, 577 stimulus-response format, 577–578 Prestige pricing, 373 Pretests, 487, 516 jury tests, 517 portfolio tests, 516–517 theater tests, 517 Pretty Woman, 204 Price(s) effect of exchange rate fluctuations, 190 final, 351, 372 indicator of value, 351 in marketing mix, 10, 352–353 role in marketing, 350 terms for, 333, 350 Price comparison smartphone apps, 126 Price differentials, 383 changing market conditions, 390 cost justification defense, 390 meet-the-competition defense, 390 712 Price discounting, 90 Price discrimination, 390 Price elasticity of demand, 360 for cigarettes, 361 effect on marketing decisions, 360–361 effect on public policy, 360–361 equation, 360 and price lining, 374 Price equation, 350–351 Price fixing, 90, 389 horizontal, 389 and rule of reason, 390 vertical, 390 Price level, appropriate, 372–380 Price lining, 374 Price matching, 442 Price policy dynamic, 382 flexible, 381–382 Price premium, 379 Price setting markdown, 402–403 markup, 401–402 and stockturn rate, 403 Price strategy, 353 Carmex products, 394–395 Chobani, Inc., 21–22 in global marketing, 197 in marketing program, 43 Paradise Kitchens, 64 at 3M Corporation, 13 Price war, 384 Pricing competition-oriented approaches, 379–380 cost-oriented approaches, 375–377 demand-oriented approaches, 372–375 differing structures, 336–337 dynamic, 609 e-books, 370–371 estimating demand, 358–360 estimating revenue, 361 legal and regulatory aspects deceptive pricing, 390, 391 geographical pricing, 390 predatory pricing, 391 price discrimination, 390 price fixing, 389–390 price elasticity of demand, 360–361 printed books, 390 profit-oriented approaches, 377–379 in retailing everyday low prices, 449 maintained markup, 449 off-price retailing, 450 shrinkage problem, 449–450 single-price retailers, 450 timing of markdowns, 449 of services, 333–334 Washburn Guitar, 367–368 Pricing actions consumer-driven, 357 seller/retailer-driven, 357 Pricing constraints, 355 competitors’ prices, 357 cost of changing prices, 355 costs of production and marketing, 355 demand, 355 legal and ethical considerations, 358 newness, 355 single product vs product line, 356 type of competitive market, 356–357 Pricing objectives, 353–354 market share, 354 profit, 354 sales revenue, 354 social responsibility, 354 survival, 354 unit volume, 354 Pricing-related legislation, 90 Primary data, 210 advantages and disadvantages, 212 big data, 221–222 cross-tabulations, 222–224 data analytics, 221–222 data mining, 212 observational data, 212–214 panels and experiments, 219–221 questionnaire data, 213–218 from social media, 218–219 types of, 210 Primary demand, 292 Privacy and data mining, 223 in direct marketing, 490 and Federal Trade Commission, 105 in online shopping, 610 and online tracking, 92 Private branding, 309 Private labeling, 309 PRIZM segmentation system, 245 Problem definition in marketing research, 207–208 Problem recognition, 124 consumer smartphone purchase, 162 in organizational buying, 162 Problem solving, 128 Process in services marketing, 336 Product(s), 17, 266 benchmark items, 449 build-to-order, 241 changed by technology, 86 classifying business products, 266, 267 consumer products, 266–267 counterfeit, 303–304 embedded with microchips, 86 fads, 297 fashion, 297 feature bloat, 269 grouped into categories, 248–250 high-learning, 297 increase use of, 301 low-learning, 297 in marketing mix, 10 mass customization, 241 multiple, with multiple segments, 240–241 new use situation, 301 one, with multiple segments, 240 in organizational buying, 156 purchased online, 605, 606 shelf life, 310 synergies vs cannibalization, 241–242 usage rate surveys, 245 variation by, 33 Product adaptation, 195 Product advertisements, 500 Product attributes/features behavioral segmentation, 244 new, 134 perceived importance, 134 Product bundling, 30 Product characteristics ancillary services, 479 complexity, 478–479 risk for buyer, 479 Product class, 268, 298 primary demand for, 292 Product deletion, 296 marketing objectives, 293 Product development, 39–40 Product development manager, 654 Product differentiation, 238 in auto industry, 240–241 in growth stage, 294 Product-distribution franchises, 439–440 Product extension, 195 Product form, 268, 298 Product group, 639 Product invention, 195–196 Production era, 14 Product item, 268 Product liability claims, 313 Product life cycle, 292 and consumer behavior, 298–299 decline stage drop in sales, 295 harvesting strategy, 296 product deletion, 296 fax machines, 294 growth stage broadened distribution, 294 marketing objectives, 293 more competition, 294 product differentiation, 294 repeat purchasers, 294 sales increase, 294 introduction stage advertising and promotion, 292 fax machines sales, 293 www.downloadslide.net gaining distribution, 292 marketing objectives, 293 penetration pricing, 292 primary demand, 292 reasons for resisting products, 298 selective demand, 292 skimming strategy, 292 trials, 292 length of, 296 managing market modification, 300–301 product/brand managers, 300 product modification, 300–301 repositioning, 302 marketing objectives, 293 maturity stage holding market share, 294 marketing objectives, 293 slowing sales, 294 product advertisements, 500 product class and form, 298 in promotional mix, 477–478 shape of curve, 297 stage in, as pricing constraint, 355 Product line, 268 Apple Inc., 38–39, 264 Carmex, 232–233 and price lining, 374 Xerox, 593 Product line extension, 270 brand strategies, 308 Gatorade, 290 at 3M Corporation, 14 Product line groupings, 639 Product-line pricing, 382 Product management, 653 types of careers in, 654 Product management teams, 653 Product managers, 43, 654 role of, 300, 639 Product-market focus, 42 Product mission, 26 Product mix, 268 Product modification, 300 Product objectives, Paradise Kitchens, 61–62 Product placement, 523 advantages and disadvantages, 520 annual value, 524 in movies, 523 new forms of, 524 objectives, 520 reverse, 524 in TV shows, 524 in video games, 523 Product positioning, 256 differentiation, 256 head-to-head, 256 Paradise Kitchens, 63 using perceptual maps, 256–257 Product-related legislation, 89–90 Product repositioning, 256 to catch rising trend, 302 changing value offered, 302 downsizing, 302–303 effects, 303 reaching new markets, 302 reacting to competitors, 302 Product sales organization, 583 Product specialization, 630 Product strategy Chobani, Inc., 21 in global marketing, 195–196 in marketing program, 43 Paradise Kitchens, 64 at 3M Corporation, 13 Product synergies, 255 Product warranty, 312–313 Professional associations, 669–670 Profit, 28 effect of exchange rate fluctuations, 190 goal of business, 32 objective of pricing, 354 Profitability e-books, 371 in marketing channels, 417–418 Profit-and-loss statement, 397 Profit before taxes, 400 Profit equation, 352 Profit-oriented pricing approaches target profit pricing, 377 target return-on-investment pricing, 377–378 target return-on-sales pricing, 378–379 Profit potential criterion for market segments, 243 Profit responsibility, 110–111 Program champion, 635 Program meetings, 636–638 action item list, 637 program schedule, 637–638 time-based agenda, 637 Program schedule, 637–638 Project manager, 654 Promotion(s) building long-term relationships, 526–527 careers in, 654–655 communication in, 470 costs in multibranding, 309 deceptive, 527 design of, 485 executing and assessing audit, 486–487 costs, 486 media agencies, 486 test-results database, 487 expenditures of top ten companies, 483 in introduction stage, 291 in marketing mix, 10, 470 scheduling, 485–486 self-regulations, 527 of services, 335 specifying objectives, 482–483 viral marketing, 609 Promotional allowances, 90, 387 legislation on, 390 Promotional elements advertising, 472–473 in buying decision stages, 479–480 and channel strategies, 480–481 comparisons of, 473 direct marketing, 475–476 personal selling, 473–474 and product characteristics, 478–479 in product life cycle, 477–478 public relations, 474–475 sales promotion, 475 selecting right tools, 485 Promotional mix, 470 developing balance of elements, 476 buying decision stages, 479–480 channel strategies, 480–481 product characteristics, 478–479 target audience, 476–477 product life cycle and, 477–478 Promotional Products Association International, 521 Promotional websites, 612–613 Promotion budget all-you-can-afford budgeting, 484 competitive parity budgeting, 483–484 objective and task budgeting, 484–485 percentage of sales budgeting, 483 Promotion decision process, 482 Promotion-related legislation, 91 Promotion strategy Chobani, Inc., 22 in global marketing, 195–196 communication adaptation, 196 dual adaptation, 196 in marketing program, 43 Paradise Kitchens, 64–65 Prince Sports, Inc., 261–262 at 3M Corporation, 13 Prospect, 575 information on, 576 Prospecting cold canvassing, 576 definition, 575 lead generation, 575–576 objectives, 575 Protectionism, 178 beer import tariffs, 178 costs to customers, 178 decline of, 178–179 quotas, 178–179 sugar and textile import quotas, 178, 179 tariffs, 178 Protocol, 271 incomplete, 271 Prototypes, 279 at X-1, 287 Psychographics, 135; see also VALS framework Psychographic segmentation, consumer markets, 243–244 Psychological barriers, 298 Psychological influences motivation, 130–131 perception, 131–132 personality, 131 Public information sources, 124 Publicity, 474 credibility, 474 disadvantages, 475 Publicity tools, 526 to create visibility, 526 news conference, 526 news release, 526 public service announcements, 526 Public policy, effects of price elasticity of demand, 360–361 Public relations, 474 costs, 473 publicity tools, 526 strengths and weaknesses, 473 use of mass selling, 472 Public relations manager, 654 Public service announcements, 335, 526 in outdoor advertising, 515 Pull strategy, 481 Pulse (burst) schedule, 516 Purchase online shopping behavior, 605 size of, 157 Purchase decision process, 124 alternative evaluation, 124–125 buying value, 125–126 characteristics, 128 consumer smartphone purchase, 162 criteria for, 124–125 information search, 124 level of involvement, 127–129 need perception, 124 new car buyers, 122 in organizational buying, 162 postpurchase behavior, 126–127 situational influences, 129 when to buy, 126 from whom to buy, 125–126 Purchase discounts, 399 Purchase frequency, 515 Purchasing power and global marketing, 189–190 Hispanics, 60 Pure competition, 87 definition, 356, 357 Pure monopoly, 87 definition, 356, 357 Push strategy, 480 713 www.downloadslide.net Q Qualified prospect, 575 Quality goal of business, 32 poor, 272 of services, 329–330 Quantitative assessments, 587 Quantitative goals, 641 Quantitative metrics, 626 Quantity discounts, 90, 385 Question marks, 37 Questionnaire data, 210, 214–218, 215 closed-end questions, 218 depth interviews, 215 dichotomous questions, 218 fixed alternative questions, 218 focus groups, 215 fuzzy front end methods, 215 idea evaluation method, 215–218 idea generation methods, 215 individual interviews, 215 mail surveys, 216 mall intercept interviews, 218 online surveys, 216 open-ended questions, 218 personal interview surveys, 216 precise questions, 216–218 telephone interviews, 216 Wendy’s consumer survey, 216–217 Quick response, 426 Quotas, 178–179 Quoted price; see List or quoted price R Rack jobbers, 457 Radio advertising advantages and disadvantages, 509 expenditures, 507 listening times, 510–511 number of stations, 510 segmented medium, 510 Radio frequency identification tags, 222, 439 Rating, 508 Ratios to analyze operations, 400–401 for setting and evaluating price markdown, 402–403 markup, 401–402 return on investment, 404–405 stockturn rate, 404 Raw Bike, 511 RD-manufacturing synergies, 630 Reach, 507 of media, 542 Reader’s Digest, 522 Real Yellow Pages, 512 714 Rebates advantages and disadvantages, 520 definition, 523 objectives, 520 Receivers, 470 field of experience, 471 Recessions, 82 Recipes, 65 Reciprocity, 159 Recycling, 312 of products, 86 and reverse logistics, 426–427 Reference groups, 138–139 aspiration, 139 associative, 139 dissociative, 139–140 effect on purchase decision, 138–139 Refusal to deal, 421 Regional rollouts, 282 Regional shopping centers, 451 Register of Corporations, Directors, and Executives, 665 Regular distribution, 270 Regulation, 88 Regulatory forces advertising-related legislation, 91 brand names, 307 distribution-related legislation, 91 for Facebook, 70 identified by environmental scanning, 73 and marketing channels dual distribution, 420 exclusive dealing, 420 full-line forcing, 421 refusal to deal, 421 resale restrictions, 421 tying arrangements, 420–421 vertical integration, 420 on pricing, 90 deceptive pricing, 390–391 geographical pricing, 390 predatory pricing, 391 price discrimination, 390 price fixing, 389–390 product-related legislation, 89–90 on promotions, 91, 527 protecting competition, 88–89 and self-regulation, 92 on sweepstakes, 521–522 types of, 72 Reinforcement, 133 Reinforcement advertising, 500 Relationship marketing, 12 in purchase of services, 332 Relationship selling, 570 Relative market share, 37 Reliability of services, 330 Reminder institutional advertisements, 502 Reminder product advertising, 500 Rent, 350 Repeat purchasers, 294 Replenishment, 426 Requirement contracts, 91 Resale price maintenance, 390 Resale restrictions, 421 Research and development labs, 276 Research plan; see Marketing research Reseller branding, 309 Resource allocation essence of, 624 General Mills, 623–624 maximizing incremental revenues, 623 share points analysis, 624–625 and strategic marketing process, 625–626 using sales response function, 623 Resources, obtaining, 43 Response, 133, 471–472 Response Magazine, 510 Responsibilities defining, 43–44 scheduling, 636–638 Responsiveness of services, 330 Restaurant Business, 476 Résumés accompanying letter, 663–664 chronological format, 662, 663 functional format, 662 printed or digital versions, 662–663 sections of, 662 targeted format, 662 video résumé, 663–664 Retailers; see also Retail outlets for Callaway Golf, 406 definition, 408 measures of success sales growth, 453 sales per square foot, 453 number of, 154 preference for exclusive distribution, 417 smart systems, 51 Retailer/seller-driven pricing actions, 357 Retailer-sponsored cooperatives, 415, 439 Retailing, 436 careers in, 654, 655–656 changing nature of from new technologies, 434–435 retail life cycle, 454–455 wheel of retailing, 454–455 consumer utilities offered by, 436–437 environmental issues, 439 future changes data analytics, 456–457 multichannel retailing, 455–456 global economic impact, 437 intertype competition, 442 levels of retailer involvement, 443 in Mall of America, 462–463 nonstore, 443–447 Pizza Hut, 615–616 types of merchandise line, 441–442 Retailing mix, 449 communication, 451–453 merchandise offerings, 452–453 pricing, 449–450 store location, 450–451 Retailing strategy retailing mix, 449–453 retail positioning matrix, 449–450 Retail life cycle, 454–455 accelerated growth, 455 decline stage, 455 early growth, 454–455 maturity stage, 455 Retail outlets Apple Stores, 452 benefits of data analytics, 457 Black Friday, 446 category killers, 441–442 different types of, 437 forms of ownership, 438–440 in hypermarkets, 442 level of service full service, 441 limited service, 441 self-service, 440–441 locations, 450–451 central business district, 451 community shopping centers, 451 power centers, 451 regional shopping centers, 451 strip malls, 451 new forms of discount stores, 454 factory outlets, 454 positioning, 447–449 specialty outlets, 441 in supercenters, 442 use of sensors, 558 Retail Planning Associates, Ohio, 450 Retail positioning matrix, 447–448 breadth of line, 448 possible positions, 448–449 value added, 448 Retain communication, 451–452 Retirement of baby boomers, 75 Return on assets, 354 Return on investment, 354, 378 calculating, 404–405 Return on investment metric, 642 Returns, 397 fraudulent, 450 Revenues estimating, 361 incremental, 384–385, 623 www.downloadslide.net objective of pricing, 354 Paradise Kitchens, 65–66 social media performance measure, 552–553 Reverse auction, 167 Reverse logistics, 427 Reverse product placements, 524 Reverse vending machines, 86 Rich media, 513 Rich site summary, 513 Right to be heard, 105 Right to be informed, 105 Right to choose, 105 Right to safety, 104–105 Risk perceived, 133 in product purchase, 479 Risk reduction, with brand loyalty, 134 Risky Business, 523 Robinson-Patman Act, 89, 92, 389, 390 Rolling Stone, 511 Routine problem solving, 128 Rube Goldberg machine, 549 Rule of reason, 390, 421 Runner’s World, 511 Running time, 637 S Safety and packaging, 312 substance of, 122 Safety needs, 130–131 Sales Callaway Golf, 406 in decline stage, 295 effect of exchange rate fluctuations, 190 General Mills, 620 goal of business, 32 increase in growth stage, 294 in maturity stage, 295 from multichannel marketing, 613 related to coupons, 520 Sales and Marketing Management, 657, 661 Sales clerks, 572 Sales elements of operating statement allowances, 397 gross sales, 397 net sales, 397 returns, 397 Sales engineers, 573 Sales era, 14 Salesforce determining size of, 584 manufacturer training of, 525 Mary Kay, Inc., 201 motivation and compensation, 586–587 organizing, 582–583 recruitment and selection emotional intelligence, 586 job analysis, 585 job description, 585 at Xerox, 593–594 Salesforce automation (SFA), 589 communication, 589–590 examples, 589 technology, 589 Salesforce evaluation behavioral evaluation, 587–588 quantitative assessments, 587 Salesforce survey forecast, 228 Salesforce technology, 589–590 Sales forecast, 217 direct, 228 lost-horse, 228 salesforce survey, 228 survey of buyers’ intentions, 228 Sales forecasting techniques judgments of decision makers, 228 statistical, 228–229 survey of knowledgeable groups, 228 Sales growth, 453 Sales jobs customer relationship management, 656–657 nonselling duties, 656 sales support duties, 656 selling duties, 656 types of careers in, 654, 655–657 Sales management, 568 account management policies, 584 customer relationship management, 589–590 functions, 580 and organizational structure, 582–583 organizing salesforce, 582–584 salesforce automation, 589–590 salesforce evaluation, 587–588 salesforce motivation and compensation, 586–587 salesforce recruitment and selection, 585–586 salesforce training, 586 sales plan formulation, 581–584 sales plan implementation, 585–587 setting objectives, 581–582 at Xerox, 593–594 Sales organizations, types of, 582–583 Salespeople, knowledge of competitors, 581 Sales per square foot, 453 Sales plan, 581 formulation account management policies, 584, 585 organizing salesforce, 582–583 setting objectives, 581–582 implementation motivation and compensation, 586–587 recruitment and selection, 585–586 training, 586 Sales promotion, 475 advantages, 475 advertising support, 475 consumer-oriented, 519–524 costs, 473 of services, 335 strengths and weaknesses, 473 trade-oriented, 524–525 use of mass selling, 472 Sales promotion manager, 654 Sales quota, 587 Sales response function, 623 Sales support duties, 656 Sales tests, 518 Samples advantages and disadvantages, 520 new products, 522 objectives, 520 Sampling, 209 San Francisco Chronicle, 512 Saturday Night Football, 510 Savings rate, 84 Scheduling, 44 Scrambled merchandising, 442 Screening and evaluation, 277 external approach, 278 internal approach, 277–278 at X-1, 286–287 Seals of approval, 133 Seasonal discounts, 386 Secondary data, 210 advantages and disadvantages, 211 external, 211 internal, 210 online databases, 212 Secret Sales Pitch (Bullock), 132 Security in online shopping, 610 and packaging, 312 Selective comprehension, 132 Selective demand, 292 Selective distribution, 417 Selective exposure, 131–132 Selective perception, 131–132 Selective retention, 132 Selective specialization, 630 Self-actualization needs, 131 Self-assessment, 658–659 Self-concept, 131 Self-disclosure, 541 Self-expression motivated groups, 136 Self-liquidating premiums, 521 Self-regulation, 92 of promotion, 527 Self-service retailers, 440–441 Self-service technologies, 324 Selling, 568–569 management of, 580 at Xerox, 593 Selling agents, 458 Selling duties, 656 Selling expenses, 400 Semantic differential scale, 218 Seminar selling, 573 Semiotics, 187 Semitechnical salesperson, 654 Sensors, 558 Sentiment, 219 Service blueprint, 332 Service companies, 154 Service continuum, 325 Service failures, 331 Service quality assessment of, 329–330 dimensions of, 330 Services, 266 classifying, 267 for-profit vs nonprofit organizations, 326–327 government-sponsored, 327 people vs equipment-based, 326 component of global economy, 322 cost-plus pricing, 376 credence properties, 329 experience properties, 329 exporting, 322 four I’s of inconsistency, 323 inseparability, 323–324 intangibility, 323 inventory, 324–325 future of, 338 green businesses, 338 increased demand for, 322 industrial, 267 managers of, 333 off-peak pricing, 335 in organizational buying, 156 peer-to-peer sharing, 320–321 percentage of gross domestic product, 322 purchased online, 605, 606 purchase of at car rental agencies, 332 customer contact audit, 330–332 process, 329 quality assessment, 329–330 relationship marketing, 332 Services marketing, 17 capacity management, 336 LA Galaxy, 341–344 managing customer experience management, 335–336 distribution, 334 internal marketing, 335 pricing, 333–334 product components, 333 promotion, 335 physical environment, 336 process, 336 redefined, 320–321 715 www.downloadslide.net Service-sponsored franchise systems, 416 Service-sponsored retail franchise systems, 415–416 Services sweethearting, 338 Seven P’s of service marketing, 333 Sex appeals, 505 Share of market budgeting, 484 Share of voice, 219 social media, 553 Share points, 624–625 Shelf life, 311 Sherman Antitrust Act, 88–89, 102, 389, 390, 391 Shift of a demand curve, 359–360 Shopper marketing, 451–452 Shopping experience, 122 Shopping products, 266 bases of comparison, 267 Showrooming, 611 Showstoppers, 89 Shrinkage, 449–450 Signpost items, 449 Simulated test markets, 280 Single parents, 141 Single-price retailers, 449 Single product vs product line, 356 Single-zone pricing, 388–389 Situational influences, 129 Situation analysis, 40–41 Paradise Kitchens, 59–62 60 Minutes, 213 Skateboarder, 511 Skimming pricing, 372 in introduction stage, 292 versus penetration pricing, 373 Slotting fees, 282 Small and medium enterprises as competition, 88 exporting by, 192–193 marketing careers in, new-product ideas, 277 number of, 88 Small Business Administration, Smart contact lenses, 435 Smartphones, 538 apps for, 556–557 changes over time, 556 evaluative criteria, 125 in future of retailing, 434 privacy issues, 558 video games, 556–557 Smart Planet strategy, IBM, 49–51 Smart-pricing, 513 Smart watches, 434 Smoking-related illnesses, 102–103 Sneaker News, 511 Soccer, 341–344 Social audit, 113 Social authority, of media, 542 Social class, 142 Social entrepreneurs, 29 716 Social forces, 74 culture, 86–87 demographics, 74–80 for Facebook, 70 identified by environmental scanning, 73 types of, 72 Social marketing, 328 Social media, 540 aspect of promotion, 468 bases of comparison, 543 blogs, 540, 541 Carmex use of, 554–555 classifying collaborative projects, 541 content communities, 541 media richness, 541 self-disclosure, 541 social networking sites, 541 virtual game worlds, 541 virtual social worlds, 541 compared to traditional media, 542 convergence of real and digital worlds, 556–557 defining, 540 Facebook, 543–546 for job search, 661–662 LinkedIn, 547–548 and Mall of America, 463 mobile marketing, 557–558 multicultural audiences, 80 number of users, 551, 554 origin of, 540 performance measures linked to inputs or costs, 552–553 linked to outputs or revenues, 553–554 for primary data, 218–219 sales production, 552–553 selection options audience data available, 551 recent activity, 551 specialized focus, 554 and strategic marketing process, 550–551 StuffDOT, 545–546, 561–563 versus traditional media, 550 Twitter, 546–547 use by Taco Bell, 494 user-generated content, 540 YouTube, 548–550 Social media marketing manager, 654 Social media metrics, 219 Social mission, 26 Social needs, 131 Social networking sites, 542 Social responsibility, 16–17, 110 Anheuser–Busch, 100–101 concepts of profit responsibility, 110–111 societal responsibility, 111–112 stakeholder responsibility, 111 and consumer ethics, 114–115 goal of business, 32 objective of pricing, 354 social audit, 113 sustainable development, 113–114 Toyota, 117–120 Societal culture, 103–104 Societal marketing concept, 17 Societal responsibility cause marketing, 112 definition, 111 green marketing, 111–112 sustainable marketing, 111 triple-bottom line, 111 Sociocultural influences culture, 142–144 family, 140–142 personal, 137–138 reference groups, 138–140 social class, 142 subcultures, 142–144 Source, 470 Spam, 608 Spark lines, 34 Special fees, 350 Specialty merchandise wholesalers, 457–458 Specialty outlets, 442 Specialty products, 266 bases of comparison, 267 exclusive distribution, 416–417 Speed factor in new-product success, 282 need for, 122 Sponsored videos, 539 Sporting Goods Manufacturers Association, 260 Sporting News Baseball Yearbook, 240 Sports Illustrated for Kids, 140, 511 Sports marketing, 341–344 Spreadsheets, 378–379 Staff positions, 639 Stage-Gate process, 274 Stakeholder responsibility, 111 Stakeholders, 31 Standard & Poor’s Register of Corporations, Directors, and Executives, 665 Standard markup pricing, 375 Standard test markets, 280 Starch test, 518 Stars, 37, 45 Star Wars, 205 State employment agencies, 662 State Hermitage Museum, Russia, 17, 18 Statistical areas, 78 Statistical inference, 209 Stimulus discrimination, 133 Stimulus generalization, 133 Stimulus-response presentation, 577 Stock keeping units, 268 number of, in supermarkets, 272 Stockturn rate, 404 Stop Counterfeiting in Manufactured Goods Act, 304 Store atmosphere, 451–452 Store loyalty, 527 Store management, 655 Store manager, 654 Straight commission compensation plan, 586–587 Straight rebuy, 163, 164 Trek Bicycle Corporation, 171 Straight salary compensation plan, 586 Strategic business unit level, 30 Strategic business units, 30, 632 in business portfolio analysis, 36–39 quadrants, 37–38 sales performance, 34 Strategic channel alliances, 414 Strategic direction business portfolio analysis, 36–39 current status analysis competencies, 35–36 competitors, 36 customers, 36 diversification analysis, 39–40 Strategic marketing process, 40 diagram of, 625 evaluation phase act on deviations, 47, 640–641 comparing results, 45 identifying deviations, 45, 640 marketing dashboards, 642–644 marketing metrics, 642–644 marketing ROI, 642 General Mills, 620–621 evaluation phase, 649 implementation phase, 648 planning phase, 648 implementation phase action item list, 44 defining tasks, responsibilities, & deadlines, 43–44 design of marketing organization, 43 emphasis on implementation, 634 execution of program, 44–45 Gantt chart, 44–45 marketing program improvements, 634–636 obtaining resources, 43 organizing marketing, 638–639 planning vs execution issue, 634 scheduling, 44 key business practices, 622–623 output report, 625 planning gap, 45 www.downloadslide.net planning phase goal setting, 42 marketing planning framework, 627–630 marketing program, 42 market-product focus, 42 situation analysis, 40–41 strategic lessons, 630–633 SWOT analysis, 40–41 use of marketing metrics, 626–627 variety of marketing plans, 627 resource allocation, 623–626 and social media, 550 trends influencing value-based planning, 632 value-driven strategies, 632–633 Strategic partnerships, 119 Strategic performance, tracking with marketing dashboards, 33–35 with marketing metrics, 34–35 Strategy, 28 at IBM, 49–51 at 3M Corporation, 12–14 and types of competitive market, 356 value-driven, 632–633 in visionary organizations, 30–33 Strengths; see SWOT analysis Strip mall, 451 Strivers, 136 Strong Interest Inventory, 660 Styling, source of, 122 Subbranding, 308 Subcultures, 142 African Americans, 142, 143–144 Asian Americans, 142, 144 Hispanics, 142, 143 largest in U.S., 142 Subliminal perception, 132 Substitutes, 88 demand factor, 359 Success rate, 621 Suggestion selling, 577–578 Super Bowl, 138 advertising during, 503–504 Supercenters, 442 Supermarkets everyday low prices, 388 failure fees, 282 number of stock keeping units, 272 slotting fees, 282 Superpages, 512 Supplier capabilities, 152 Supplier development, 157–158 Suppliers and customer solutions, 579 to JCPMedia, Inc., 152 new-product ideas, 276 power of, 88 and reverse auctions, 167 vendor-managed inventory, 426 Supplies, 267 Supply chain, 427–422 flow and output, 425 integrated, 424 versus marketing channels, 421–422 Mary Kay, Inc., 201–202 order cycle time, 426 Supply chain management at Amazon, 431 in auto industry, 422–423 cross-docking, 424 customer service factors, 425–426 definition, 422 information technology, 425 and logistics management, 422 and marketing strategy alignment, 423 Dell Inc., 424 Walmart, 424–425 Supply chain manager, 654 Supply partnership characteristics, 159–160 Milsco Corporation, 160 Support products, 267 Surcharges, 350 Surge pricing, 382–383 Survey of buyers’ intentions, 228 Survey Research Center, University of Michigan, 82 Survival, objective of pricing, 354 Survivors, 137 Sustainability, 338 Sustainable competitive advantage, Paradise Kitchens, 57, 58 Sustainable development, 113 benefits for consumers, 114 recent initiatives, 113–114 Sustainable marketing, 111 Sustainable procurement, 160 Sweepstakes advantages and disadvantages, 520 fraudulent, 527 and legislation, 521–522 objectives, 520 types of, 521 SWOT analysis, 40–41, 41 basis of, 41 Ben and Jerry’s, 41–342 marketing actions from, 41 Paradise Kitchens, 59–60 Syndicated panel data, 211 Synergies versus cannibalization, 241–242 organizational, 241 Synergy analysis, 628 marketing synergies, 629 RD-manufacturing synergies, 630 T Tangibility of services, 330 Target audience, 54, 55 for advertising, 502 behavioral targeting, 482 business buyers, 476 college students, 477 identifying, 482 intermediaries, 476 Target market(s), criteria for selecting compatibility with organizational objectives, 251 cost of reaching segments, 251 expected growth, 251 market size, 251 Paradise Kitchens, 63 Target market coverage exclusive distribution, 416–417 intensive distribution, 416 selective distribution, 417 Target pricing, 374–375 Target profit pricing, 377 Target return-on-investment pricing, 378 Target return-on-sales pricing, 377–378 Target return pricing objective, 354 Target time, 637 Tasks defining, 43–44 scheduling, 636–638 Team selling, 573 conference selling, 573 customer value from, 574 seminar selling, 573 Teaser advertising, 138 Technological advances/change benefit of product life cycle, 296 and business models, 32 effect on marketing, 85–86 in service industry, 338 in television, 510 Technological forces and data analytics, 86 for Facebook, 70 and Geek Squad, 95–96 identified by environmental scanning, 73 impact on consumer value, 85–86 technology of tomorrow, 74–75 types of, 72 Technology, 84 changes in retailing from, 434–435 salesforce automation, 589 salesforce communication, 589–590 of tomorrow, 84–85 vending machines, 444 Teen People, 511 Telemarketing, 446 inbound, 572 National Do Not Call Registry, 105, 446–447, 490, 576 outbound, 572 sales, 446 Telephone Consumer Protection Act of 1991, 91, 576 Telephone interviews, 215 Television ethnic diversity on, 79 product placements in, 524 self-regulation, 92 Television advertising advantages and disadvantages, 509 cost disadvantage, 510 costs of, 507 expenditures, 507 households with TV, 509 infomercials, 510 Super Bowl ads, 503–504 viewing habit changes, 509–510 wasted coverage, 510 Television home shopping, 445 Television ratings, 212 Test marketing, 280 Test markets, 220 Test-results databases, 487 Test screenings, 206 Theater tests, 517 Thinkers, 136, 137 Third-party logistics providers, 427 Threats; see SWOT analysis 3D technology, 85 Tiffany/Walmart strategy, 242, 243 Time, 472, 511, 557 Time, in supply chain management, 426 Time-based agenda, 637 Time to delivery, 542 Time to market, 282 Time utility, 409, 436–437 definition, 18 from marketspace, 598–599 Together Green, 119 Top Gun, 523 Top management, 28–29 ethical behavior, 107 Total cost (TC), 362 Total Guitar, 368 Total logistics cost, 425 Total revenue (TR), 361 Toy Story, 523 Tracking studies, 206 Trade associations, 669–670 Trade discounts, 386 Trade feedback effect, 176 Trade-in allowances, 387 Trademark, 303 Trademark Law Revision Act, 90 Trademark protection, 303 Trademarks, 89, 104 becoming generic, 90 court ruling on, 90 Trade name, 303 Trade-oriented sales promotions, 524 allowances, 524–525 cooperative advertising, 525 discounts, 524–525 salesforce training, 525 Trade promotions, 524 Trade regulations, 191 Trade salesperson, 654 717 www.downloadslide.net Trading down, 302 Trading up, 302 Traditional auction, 166 Traditional family, 140 Traditional media vs social media, 542 Traffic generation, 489 Training of distributors’ salesforces, 525 for media, 542 for retailing careers, 655–656 of salesforce, 586 Xerox salesforce, 594 Transactional function, 408–409 Transactional websites, 612 Transit advertising, 514 Transnational firms, 182 Transparency International, 106, 107 Travel Weekly, 288 Trend analysis, 72–73 Trend extrapolation, 228–229 Trends, rising, 302 Trial, 291, 483 Trial close, 580 Triple-bottom line, 111 Truck jobbers, 458 Tuition, 333, 350 Twilight Saga, 240 Twitter, 546–547 in brand manager’s strategy, 547 compared to other social media, 543 number of users, 546, 551 overview, 543 Tying arrangements, 91, 420–421 U Ultimate consumers, 18 Unaided recall, 518 Unethical behavior bribes and kickbacks, 105–106, 107, 186 by consumers, 114–115 economic espionage, 105, 106 Uniform delivered pricing, 388 Unique visitors, social media, 553 United Kingdom, Direct Mail Association, 490 United Nations, 74 United States changing values, 81 costs of economic espionage, 185 cultural changes, 80–81 Hispanic population, 60 household income, 83 households, 76–77 Index of Consumer Sentiment 1963-2015, 82 merchandise trade, 176 National Parks, 119 number of companies, 154 number of government units, 155 number of retailers, 154 number of small businesses, 88 718 number of wholesalers, 154 perspective on world trade, 177 population, 75 population shifts, 77–78 racial and ethnic diversity, 78–80 recessions 1973-2009, 82 revenues of nonprofits, 326 services percentage of Gross domestic product, 322 statistical areas, 78 subcultures, 142–144 supercenters, 442 survey on cigarette prices, 361 top five franchises, 440 United States Air Force, 635 United States Army recruiting program, 131 United States Supreme Court on price setting, 102 on trademarks, 90 Unit variable cost (UVC), 362 Unit volume, 354 Universities, 277 University of Florida, 290 University of Virginia Health System, 338 Unsought products, 266 bases of comparison, 267 Upper class, 142 Urgency close, 580 U.S Census Bureau, 28, 74, 75, 76, 83, 211 U.S Green Retail Association, 439 U.S News & World Report, 511, 657 U.S Patent and Trademark Office, 303, 304 Usage barriers, 298 Usage instructions, 133 Usage rate, 244 and behavioral segmentation, 248 80/20 rule, 246 USA Today, 511, 512 USA Today Ad Meter, 504 User-generated content (UGC), 540 Users, 163 social media, 553 Utilitarianism, 108 Utility, 18 from marketspace, 598–599 types of, 409, 436–437 V Valid assumptions, 631 VALS framework achievement-motivated groups, 136 diagram, 135 high- and low-resource groups, 137 ideals-motivated groups, 136 motivation, 135–136 resources, 136 self-expression motivated groups, 136 Value, 351 assessing, 124–125 buying, 125–126 changing downsizing, 302–303 trading down, 302 trading up, 302 co-create, 324 created by personal selling, 570 creation of, 632 customer perception of, 11 perception and price, 374 realizing, 126–127 seeking, 124 Value added, 448 Value barriers, 298 Value-based planning, 632 Value consciousness, 81 Value-driven strategies, 632–633 Value pricing, 352 Spirit Airlines, 352 Vizio, Inc., 348–349 Values, 142, 185 changes in, 81 corporate, 632–633 examples, 11 IBM, 50 societal, 104 varying, 134 Variable cost (VC), 362 Washburn Guitar, 368 Variety buyers’ interest in, 417 of marketing plans, 627 Vending machines, 443–444 reverse, 86 Vendor-managed inventory (VMI), 426 Vendors definition, 161 minority-owned, 157–158 women-owned, 157–158 Venture capital firms, 277 Vertical channel conflict, 419 Vertical integration, legality of, 420 Vertical marketing systems administered systems, 416 contractual systems, 415–416 corporate systems, 414–415 Vertical marketing systems, 414 Vertical organizational markets, 165–166 Vertical price fixing, 390 Video bloggers, 549 Video games, product placements in, 523 Viral marketing, 609 Virtual game worlds, 541 Virtual reality in advertising, 498–499 Virtual social worlds, 542 Vision examples, 11 Facebook, 70 StuffDOT, 562 Visionary organizations, 30–33 Vocational interest tests, 659–660 Voice, The, 521 VR headsets, 498 W Wages, 350 Wall Street Journal, 212, 288, 512, 665 Wants, 8–9 Warehouse clubs, 450 Warranty, 133, 312 legislation on, 313 types of, 313 Wasted coverage, 510 Weaknesses; see SWOT analysis Wearable technology, 434–435 Web communities, 608 Webrooming, 611 Websites blogs, 608 customization, 617 design elements, 602–603 eight-second rule, 606 favorites for workday shopping, 611 marketing metrics, 604 performance measures, 603–604 Pizza Hut, 617 promotional, 612–613 transactional, 612 Wheel of retailing, 453 new forms of outlets, 454 new products from, 453–454 Whistle-blowers, 107 Wholesalers and channel conflict, 419 definition, 408 number of, 154 pricing by, 383–384 Wholesaler-sponsored voluntary chains, 415, 439 Wholesaling agents, 458 brokers, 458 manufacturer’s branch office, 458 manufacturer’s sales office, 458 merchant wholesalers, 457–458 Wiki, 540 Wikipedia, 275, 541, 633 Winter Olympics of 2016, 485 Wired magazine, 471 Wireless technology, 444 Wireless telephone industry as oligopoly, 87 Women as car buyers, 122–123 changing attitudes, 80–81 as consumer base, 80 percent of world population, 74 working in auto industry, 122 Women-owned vendors, 157–158 Women’s Running, 288 www.downloadslide.net Word of mouth, 138 buzz, 138 and BzzAgent, 139 magnified by Internet, 138 negative, 138 online shopping, 609 Workload method, 584 Workplace diversity, 158 World population, 74–75 World trade barter in, 176–177 countertrade, 176–177 decline of protectionism, 178–179 and economic integration, 179–181 global perspective, 176–177 and income growth, 190 International Anti-Dumping and Fair Competition Act, 186 leaders in merchandise trade, 176 trade feedback effect, 176 trade regulations, 191 U.S perspective, 177 World Trade Organization (WTO), 179, 322 Worldwide marketing program; see Marketing program Y Yachting, 511 Yellow Book, 512 Yellow Pages advantages and disadvantages, 509 high level of use, 512 number of, 512 Yield management pricing, 375 form of dynamic pricing, 382 Young married couples, 141 Young singles, 141 YouTube, 548 in brand manager’s strategy, 549–550 compared to other social media, 543 number of users, 551 overview, 548–549 719 ... Names: Kerin, Roger A., author | Hartley, Steven William, author Title: Marketing / Roger A Kerin, Southern Methodist University,   Steven W Hartley, University of Denver Description: 13th edition... Chobani, Marketing, and You  What Is Marketing?   Marketing and Your Career  Marketing: Delivering Value to Customers  The Diverse Elements Influencing Marketing Actions 5 What Is Needed for Marketing. .. SmartBook, www.kerinmarketing.com, and in-text video links Marketing Decision Making The use of extended examples, cases, and videos involving people making marketing decisions The goal of the 13th edition