Strategic Marketing Mooradian Matzler Ring First Edition ISBN 978-1-29202-056-3 781292 020563 Strategic Marketing Todd Mooradian Kurt Matzler Larry Ring First Edition Strategic Marketing Todd Mooradian Kurt Matzler Larry Ring First Edition Pearson Education Limited Edinburgh Gate Harlow Essex CM20 2JE England and Associated Companies throughout the world Visit us on the World Wide Web at: www.pearsoned.co.uk © Pearson Education Limited 2014 All rights reserved No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permission of the publisher or a licence permitting restricted copying in the United Kingdom issued by the Copyright Licensing Agency Ltd, Saffron House, 6–10 Kirby Street, London EC1N 8TS All trademarks used herein are the property of their respective owners The use of any trademark in this text does not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks imply any affiliation with or endorsement of this book by such owners ISBN 10: 1-292-02056-3 ISBN 13: 978-1-292-02056-3 British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library Printed in the United States of America P E A R S O N C U S T O M L I B R A R Y Table of Contents Appendix: Basic Financial Math for Marketing Strategy Todd Mooradian/Kurt Matzler/Lawrence J Ring Appendix: Strategic Marketing Plan Exercise Todd Mooradian/Kurt Matzler/Lawrence J Ring 11 Appendix: The One-Page Memo Todd Mooradian/Kurt Matzler/Lawrence J Ring 25 Appendix: Case Analysis and Action-Oriented Decisions Todd Mooradian/Kurt Matzler/Lawrence J Ring 29 Overview of Marketing Strategy and the Strategic Marketing Process Todd Mooradian/Kurt Matzler/Lawrence J Ring 41 Situation Assessment The External Environment Todd Mooradian/Kurt Matzler/Lawrence J Ring 49 Situation Assessment The Company Todd Mooradian/Kurt Matzler/Lawrence J Ring 59 Strategy Formation Todd Mooradian/Kurt Matzler/Lawrence J Ring 69 Implementation Todd Mooradian/Kurt Matzler/Lawrence J Ring 79 10 Planning, Assessment, and Adjustment Todd Mooradian/Kurt Matzler/Lawrence J Ring 97 11 Market Definition Todd Mooradian/Kurt Matzler/Lawrence J Ring 107 12 Context PEST Analysis Todd Mooradian/Kurt Matzler/Lawrence J Ring 113 13 Customer Assessment – Trends and Insights Todd Mooradian/Kurt Matzler/Lawrence J Ring 119 I 14 Consumer and Organizational Buyer Behavior Todd Mooradian/Kurt Matzler/Lawrence J Ring 133 15 Competitor Analysis – Competitive Intelligence Todd Mooradian/Kurt Matzler/Lawrence J Ring 149 16 Company Assessment – Missions and Visions Todd Mooradian/Kurt Matzler/Lawrence J Ring 155 17 Company Assessment – The Value Chain Todd Mooradian/Kurt Matzler/Lawrence J Ring 161 18 Industry Analysis Todd Mooradian/Kurt Matzler/Lawrence J Ring 167 19 Product Lifecycle Todd Mooradian/Kurt Matzler/Lawrence J Ring 175 20 Experience Curve Effects on Cost Reduction Todd Mooradian/Kurt Matzler/Lawrence J Ring 187 21 Economies and Diseconomies of Scale Todd Mooradian/Kurt Matzler/Lawrence J Ring 193 22 Economies of Scope/Synergies and Virtuous Circles Todd Mooradian/Kurt Matzler/Lawrence J Ring 197 23 Market Share Effects Todd Mooradian/Kurt Matzler/Lawrence J Ring 199 24 Scenario Analysis Todd Mooradian/Kurt Matzler/Lawrence J Ring 207 25 The Marketing Concept Todd Mooradian/Kurt Matzler/Lawrence J Ring 213 26 What Is a Marketing Strategy? Todd Mooradian/Kurt Matzler/Lawrence J Ring 219 27 Generic Strategies – Advantage and Scope Todd Mooradian/Kurt Matzler/Lawrence J Ring 225 28 Generic Strategies – The Value Map Todd Mooradian/Kurt Matzler/Lawrence J Ring 233 29 Generic Strategies – Product-Market Growth Strategies Todd Mooradian/Kurt Matzler/Lawrence J Ring 243 30 Specific Marketing Strategies Todd Mooradian/Kurt Matzler/Lawrence J Ring 251 31 Market Segmentation Todd Mooradian/Kurt Matzler/Lawrence J Ring II 261 32 Loyalty-Based Marketing, Customer Acquisition, and Customer Retention Todd Mooradian/Kurt Matzler/Lawrence J Ring 269 33 Customer Lifetime Value Todd Mooradian/Kurt Matzler/Lawrence J Ring 279 34 Competitive Advantages Todd Mooradian/Kurt Matzler/Lawrence J Ring 285 35 SWOT Analysis Todd Mooradian/Kurt Matzler/Lawrence J Ring 295 36 Targeting Todd Mooradian/Kurt Matzler/Lawrence J Ring 301 37 Positioning Todd Mooradian/Kurt Matzler/Lawrence J Ring 305 38 Customer-Oriented Market Research Todd Mooradian/Kurt Matzler/Lawrence J Ring 311 39 Brands and Branding Todd Mooradian/Kurt Matzler/Lawrence J Ring 321 40 Products – New Product Development Todd Mooradian/Kurt Matzler/Lawrence J Ring 331 41 Products – Innovations Todd Mooradian/Kurt Matzler/Lawrence J Ring 341 42 Products – Product Portfolios Todd Mooradian/Kurt Matzler/Lawrence J Ring 351 43 Pricing Strategies Todd Mooradian/Kurt Matzler/Lawrence J Ring 363 44 Promotion and People – Integrated Marketing Communications Todd Mooradian/Kurt Matzler/Lawrence J Ring 375 45 Place – Distribution Todd Mooradian/Kurt Matzler/Lawrence J Ring 387 46 Budgets, Forecasts, and Objectives Todd Mooradian/Kurt Matzler/Lawrence J Ring 397 47 Assessment and Adjustment Todd Mooradian/Kurt Matzler/Lawrence J Ring 407 Index 417 III IV APPENDIX Basic Financial Math for Marketing Strategy PART ONE: COST-VOLUMEPROFIT LOGIC cost of each unit sold) multiplied by quantity sold (Q): TVC = VC>u * Q There are some fundamental relationships among prices, volume, and costs that define the income statement and drive profitability These relationships are logical—you can deduce them by thinking about the way a business works and the way its accounts are defined and relate to one another In fact, understanding their interrelationships can illuminate important aspects of business plans and differentiate alternatives in strategic planning These terms and their interrelationships are defined below: • Total revenue (R; the total amount of money taken in) equals average price (P; the average amount received for each individual unit sold) multiplied by quantity sold (Q; the number of units sold): • R = P *Q • “Selling prices” are generally stated for each level of distribution So there may be a manufacturer’s selling price, a distributor’s selling price, and a retail selling price In that respect, the selling prices may be thought to codify “outbound logistics” to channel members and customers For example, when Perdue Farms was considering whether to enter the chicken hot-dog business, their analysts estimated they could sell 200,000 pounds of this product each week at a manufacturer’s selling price of $0.75 per pound This level of sales would have resulted in total revenues of 200,000*$0.75, or $150,000 per week (which, when multiplied by 52, equates to $7.8 million per year in total revenue) In that same example, the distributor’s selling price was expected to be $0.80 per pound and the retail selling price was expected to be $1.23 per pound Total variable costs (TVC; the costs of goods sold) equals variable costs per unit (VC͞u; the Variable costs represent the costs of material and labor coming into the firm—its “inbound logistics” in its value chain Variable costs are cost that vary with volume To return to the previous example, Perdue Farms’ analysts estimated that the variable costs per unit for chicken hot dogs would be $0.582 per pound (including processing and packaging), and $0.582 multiplied by 200,000 pounds per week would yield a total variable cost of $116,400 per week (or $6,052,800 per year) Total costs (C; the overall total paid out to operate the business) equal total variable costs (TVC) plus total fixed costs (FC or “overhead”; costs that don’t vary with production or change across levels of sales): C = TVC + FC • Fixed costs not vary with volume As more units are manufactured and sold, fixed costs remain the same Fixed costs represent the value chain “operations” of the firm In Perdue’s case, total fixed costs related to the chicken hot dogs amounted to $1.2 million for marketing, $60,000 in salaried expenses, and $22,500 in depreciation, for a total of $1.285 million in total fixed costs Therefore, the total costs were equal to $6,052,800 (TVC) plus $1,285 million (FC), for a total of $7,337,800 Total revenues (R; money in) minus total costs (C; money out) equals profit (p ; the money the firm can keep): R - C = p In the Perdue example, the profit is therefore equal to $7.8 million (in total revenue) minus $7,337,800 (in total costs), for a final value of $462,200 From Appendix A of Strategic Marketing, 1/e Todd A Mooradian Kurt Matzler Lawrence J Ring Copyright © 2012 by Pearson Education Published by Prentice Hall All rights reserved Appendix: Basic Financial Math for Marketing Strategy These relationships are fairly straightforward, and they make sense if we think about what goes into each variable or “account” and how revenues and costs are incurred Despite its apparent simplicity, this cost-volume-profit logic (presented graphically in Figure 1) and its application to marketing strategy can be extremely informative In fact, cost-volume-profit logic facilitates sensitivity analysis and underlies breakeven analysis—two basic ways of evaluating investments, including capital outlays and marketing expenditures and alternatives As Figure illustrates, several of the basic components involved in cost-volume-profit logic (shown as nodes in the graphic) can be broken out even further For example, as stated earlier, revenue equals average price times quantity sold (R = P * Q), and quantity sold itself can be broken down to the number of customers (C) multiplied by the average purchase quantity (PQ): Q = C * PQ This greater detail underscores two basic ways to grow sales: Either attract more customers or sell more products per customer (increase use) For instance, in the aforementioned example, Perdue debated whether to market its chicken hot dogs to heavy users (who might consume as much as one pound per week) or to light users (who might only use one pound per month) Clearly, selling to a few “heavy users” is worth as much as or more than selling to many “light users” It is useful here to think about the revenues per pound and per user as well as the total revenues that might be expected In other words, there is valuable information in both aggregate and unit-level analyses Figure shows both At the aggregate level, unit-level price is multiplied times quantity sold and unit-level variable costs are also multiplied times quantity sold to arrive at sales (total revenue) and total variable costs This allows for dynamic modeling For example, if price changes, quantity sold also changes, and, as a result, revenues and costs change in concert Typically, as price is increased, quantity sold decreases In Purdue’s case, one alternative possibility that was considered was to market to light users at a much higher price, say $0.90 per pound Price (/Unit) Number of Customers Sales ($) Sales (units) ؊ Purchase Rate (Units/Customer ؊ Contribution ($) Variable Costs ($/units) Total Variable Costs ($) Sales (units) Advertising Expenditures ؊ Sales Expenditures Public Relations Expenditures Other Marketing Mix Expenditures Marketing Research ⌺ Marketing Mix Activities ($) ؉ Investment (R&D, etc) ($) ؍ Unit Contribution Margin FIGURE Cost-Volume-Profit Relationships Marketing Overhead ($) ؉ Administrative Overhead ($) Overhead ($) Profits ($) Appendix: Basic Financial Math for Marketing Strategy instead of $0.75 The company expected that at the higher price, demand would be much lower but that the higher price would compensate with increased revenue per pound sold It is also helpful to understand that unit-level revenue (price) minus variable costs per unit yields a value known as the “contribution margin”—or the contribution of each unit to covering overhead Contribution margin per unit is a key measure; it almost always varies across the firm’s assortment of products and product bundles, and understanding which products make more money and which make less, and what roles each product plays within the overall assortment and strategy, is invaluable In the Perdue example, the contribution was equal to the manufacturer’s selling price ($0.75 per pound) minus the variable costs ($0.582 per pound) for a value of $0.168 per pound Cost Structures Costs or expenses can be thought of as falling into two categories: variable and fixed Variable costs are costs directly associated with a unit of product sold For example, if a store sells a dress, it incurs the cost of that dress If it doesn’t sell the dress, the dress stays in inventory and the costs are not incurred (leaving out the cash-flow implications of buying and storing the dress to have at the ready) However, the store had to have clerks available as well as the store facility itself, whether or not a customer came in to buy the dress, so salaries and rent are fixed costs—in other words, they not change with every unit sold Figure illustrates these basic relationships Of course, some costs are neither perfectly variable nor completely fixed; costs can also be mixed, semi-variable, step-function, and so forth These variants are not hard to incorporate into costvolume-profit thinking For example, if the store can sell 20 dresses per clerk and it must schedule another clerk when sales are expected to exceed 20 (and yet another clerk on very busy days when sales will exceed 40, and so forth), then fixed costs become a step function Sensitivity Analyses The relationships spelled out in the previous sections allow us to create dynamic models—models in which changes in one variable or assumption change the whole system—and also to perform sensitivity analyses Sensitivity analyses are “what-if” analyses in which changes in specific variables are modeled out to determine their impact on other variables and, ultimately, their effects on profits In this regard, it is worth noting that quantity sold (Q, or “Sales” in Figure 1) appears twice in the model: both revenue (R = P * Q) and total variable costs (TVC = VC * Q) are a function of Q This makes sense, because both revenues and costs are direct functions of the number of units that are sold Also, in the real world, the quantity sold is typically related to price; in most cases (but not all), if the price is lowered, then the quantity sold will increase Similarly, there is a relationship between another variable—one not expressly included in these models—and quantity sold That variable is quality In general, the higher the quality of a product (at a given price), the $ osts Total Costs ble C Varia Fixed Costs Units Sold FIGURE Simple Variable-, Fixed- and Total-Cost Structure Assessment and Adjustment TABLE (Continued) Metric Formula Informative Value • Market growth rate Actual market t1 - Actual market t0 * 100 Actual market t0 Indicates the market growth in percentages • Market share (units) Unit sales of company X Overall unit sales in market X Indicates a company’s share of the overall market measured in units sold • Market share (volume) Sales volume of company X Overall sales volume in market X Indicates a company’s share of the overall sales volume in a market • Relative market share (units) Unit sales of company X Unit sales of strongest competitor Indicates a company’s or product’s competitive position in terms of unit sales • Relative market share (volume) Sales volume of company X Sales volume of strongest competitor Indicates a company’s or product’s competitive position in terms of sales volume • Relative price Unit price of company X Unit price of strongest competitor Measures a product’s price competitiveness • Relative quality Quality score of company X Quality score of strongest competitor Measures perceived quality of a product (e.g., on a scale from to 5) compared to competitors • Brand preference Brand preference of company X Brand preference of strongest competitor Indicates brand superiority by relating the number of customers who prefer the brand of company X to the number of customers who prefer the competitor’s brand Revenue per product, customer, etc Overall revenue Indicates the importance of each product, customer, segment, etc., for the overall sales volume of the company • Total contribution margin Sales revenue – total variable cost The total contribution margin indicates the fraction of sales that contributes to the offset of fixed costs It can also be calculated per product, customer, segment, or market • Contribution margin ratio Unit price - variable cost per unit Unit price The contribution margin ratio indicates the product’s contribution to offset fixed costs as a percentage of unit price • Break-even market volume Fixed costs Price per unit - variable cost per unit Indicates how many units must be sold in order to break even (cover total costs) Competitive metrics Marketing profitability metrics • Revenue per product/ customer/ segment/market 414 Assessment and Adjustment TABLE (Continued) Metric Formula Informative Value • Brand awareness ratio Number of customers that know my brand Total number of customers Indicates the company’s communication effectiveness • Brand preference ratio Number of customers that prefer my brand Total number of customers Indicates the attractiveness of the offer to the customer • Customer acquisition rate Number of new acquired customers Overall number of existing customers Measures a company’s effectiveness in acquiring new customers • Conversion rate Number of customers that bought my product Total number of customers Indicates the company’s effectiveness in converting customers (from lookers to buyers) • Customer satisfaction rate Number of satisfied customers Number of overall customers Indicates the ability to satisfy customer’s needs • Customer retention Customers that repurchase the product Number of customers Measures the company’s ability to keep customers • Share of wallet Purchase volume of customer X Overall purchase volume of customer X Indicates the untapped sales potential per customer • Net promoter score Customers who recommend my product Overall number of customers Measures the psychological commitment of a customer to a brand/company • Cross selling rate Number of customers who buy more than one of the offered products Overall number of customers Indicates the company’s ability to exploit customer relationships Customer metrics or • Customer lifetime value Average number of offered products bought by customer Net present value of all profits a customer produces over time Indicates a customer’s profitability and attractiveness Summary Developing a sound marketing strategy and a sound marketing plan is only half of the marketing success To make sure that strategy and plans are on target, continuous assessment is necessary A marketing manager must always monitor whether the premises of the strategy are still valid, and should revise the strategy or plan accordingly when those conditions or assumptions change Progress of implementation and success should be measured to make sure that everything is on track Peter Drucker once said: “If you can’t measure it, you can’t manage it!” There are many marketing metrics available, and you have to be very careful in the selection of the metrics for a number of reasons First, using too many metrics might lead to “paralysis by analysis.” Second, if you decide to use specific metrics to assess performance, you have to be aware that employees will focus on these metrics as they know that they are measured against them If salespeople’s performance is measured on their sales volume, they will maximize sales volume, if they are measured on contribution margins, they will maximize contribution margin, and if they are 415 Assessment and Adjustment evaluated on their customer’s satisfaction, their focus will change again Third, you have to make sure that metrics don’t contradict each other Especially short- and long-term effects have to be considered Maximizing market share in the short run (i.e., by reducing prices) might damage the long-term brand image The challenge is to select and focus on a limited set of appropriate metrics This selection of metrics depends on the strategy and their measurability Additional Resources Best, Roger J Market-based Management Upper Saddle River, NJ: Pearson, Prentice Hall, 2009 Hitt, M A., R D Ireland, and R E Hoskisson.Strategic Management Competitiveness and Globalization, Mason, OH:, Thompson South-Western, 2005 Schreyögg, G and H Steinmann “Strategic Control: A New Perspective.” Academy of Management Review 12 (1987): 91–103 Endnotes David A Garvin,“Building a Learning Organization,” Harvard Business Review 71, no (July–August, 1993): 89 Quoted by Lewis Timberlake (with Marietta Reed), Born to Win: You Can Turn Your Dreams into Reality (Carol Stream, Il: Tyndale House, 1986) 38 Ibid See Chris Argyris and Donald A Schön, Organizational Learning: A Theory of Action Perspective (Reading, MA.: Addison Wesley, 1978) G Schreyögg, and H Steinmann, “Strategic Control: A New Perspective.” Academy of Management Review 12, (1987): 91–103 416 R J Best, Market-based Management (Upper Saddle River, NJ: Prentice Hall, 2009) Adapted from R N Anthony, D F Hawkins, and K A Merchant, Accounting (Boston: McGraw-Hill, 2007); M A Hitt, R D Ireland, and R E Hoskisson, Strategic Management: Competitiveness and Globalization (Mason, Ohio, Thompson South-Western, 2005); and D W Cravens and N F Piercy Strategic Marketing (Boston: McGraw Hill, 2006) Index Page references followed by "f" indicate illustrated figures or photographs; followed by "t" indicates a table 80/20 Rule, 35 A Abilities, 286, 288 Abstract, 43, 322-323, 337 Accountability, 157 Accounting, 95, 105, 144, 162, 213-214, 229, 283, 330, 365, 389, 404, 410, 416 corporate governance, 95 Accounting practices, 410 Accounting systems, 105 Accounts receivable, 65, 392, 412 accuracy, 83, 101 Achievement, 102, 115, 130, 355, 370 Acquisitions, 198, 356, 413 Adaptation, 115, 117, 182, 253-255 advertising, 254 addresses, 42, 122, 135, 262, 314, 318, 347 adjustments, 332, 335, 373, 401, 408 Advances, 91, 116-117, 178-179, 318, 336, 338, 376, 387 Advantages, 12, 31, 35, 42-44, 49, 57, 59, 62-63, 69-70, 73-76, 81-82, 88, 93, 98-99, 120, 123, 138, 141, 150, 159, 161, 163-165, 169-171, 180, 183, 192, 195, 197, 199-200, 203-204, 220-221, 223, 226-228, 231, 241, 248, 252-257, 260, 274, 285-293, 297-299, 301-303, 305-306, 312, 325, 328, 336, 355, 357, 359, 361, 370-371, 379, 387, 409 Advertising, 2, 4-5, 52-53, 82-83, 86, 91, 93, 100-102, 114, 120, 131, 135-136, 139, 147-148, 152, 162, 184, 193-194, 202-203, 214, 254, 276, 301, 311-312, 318, 324-325, 328-330, 336, 347, 365-366, 368, 372-373, 375-376, 378, 380, 382-386, 389, 396, 399, 401-402, 405-406 corporate, 102, 131, 202-203, 325, 336 creation of, 378 defined, 4-5, 83, 91, 376 e-mail, 376 evaluating, 2, 86, 136, 328, 382, 386 local, 254, 376 mobile, 152, 330 online, 131, 329, 347, 368, 378 product, 5, 52-53, 82-83, 86, 91, 100, 102, 114, 120, 131, 135-136, 139, 148, 152, 162, 184, 202, 214, 254, 276, 301, 311-312, 318, 324-325, 329, 336, 347, 365, 368, 372-373, 378, 380, 382-386, 389, 406 reminder, 86, 184 retail, 86, 148, 318, 368, 376, 389 setting objectives, 399, 405 types of, 53, 82-83, 147, 380, 401 Advertising agencies, 193, 324, 329 Advertising campaign, 328 Affect, 5-6, 13, 52, 114-115, 143, 169, 172-173, 296-297, 344, 350, 355, 376 After-sales service, 162, 180 Age, 52, 71-72, 115, 148, 263-264, 396 Agencies, 193, 324, 329, 382, 387 agenda, 95, 330 Agent, 146, 277, 385, 390 Agents, 143, 146, 255-256, 379, 382, 387 Agglomeration, 181 agreement, 28, 330, 389 Agreements, 252 Aided recall, 327 AIDS, 302 Aircraft, 193 business, 193 ALE, 193 Allocations, 102, 382, 400 Allowances, 85, 373, 384 Alternative evaluation, 137-138, 147 Amae, 131 American Management Association, 58 announcements, 369 company, 369 annual reports, 150-151 Annuity, Anomalies, 212, 244 antecedents, 217 anticipate, 51, 53, 158, 170, 184 Application, 2, 9, 74, 99, 131, 196, 236, 245, 263-264, 288, 361, 386 Applications, 7, 30, 75, 189, 212, 245, 247, 290, 298, 311, 317, 336, 357, 359 arguments, 26, 28, 37, 172, 374, 380, 382 ARM, 392 Art, 33, 39, 123, 149, 153, 212, 279, 326, 361 Asia, 46, 259 Assets, 61, 64, 198, 247-248, 322-323, 329-330, 401-403, 411-412 current, 64, 248, 329, 411-412 fixed, 401-402, 411-412 intangible, 329-330 return on assets, 401-403 attachments, 26 attention, 22, 52, 61, 66, 83, 100, 117, 137-138, 144-145, 149, 164, 183, 185, 213, 215, 269, 283, 304, 311, 332, 380, 384, 395 Attitudes, 52, 60-61, 63, 83, 115-116, 121, 129, 138-139, 209, 263-264, 279, 315, 326-327, 391 components of, 52, 115 consistency in, 63 Attribute, 12, 43, 51, 126, 138, 179, 239, 241, 308, 334, 343, 349, 408 attributes, 12, 42-43, 63, 71, 87, 108, 126-127, 137-138, 143, 165, 178-181, 184, 229, 237, 241, 267, 275, 287-288, 299, 305-309, 318-319, 323, 325-329, 332-334, 348-350, 355, 380 audience, 26-27, 33, 125, 324 audio equipment, 393 Augmented products, 87 Austria, 171, 192, 263, 308, 335 Authority, 27, 98, 103, 146, 322 Automobile industry, 70, 171, 367 availability, 116, 137, 143, 181-182, 185, 229, 263, 352, 390, 392, 394-395 Available, 3, 27, 31, 58, 65-66, 86, 100-101, 115-116, 123, 125, 131, 134, 147, 152, 158, 177, 214, 239, 252, 255, 258, 262, 283, 297, 299, 310, 316, 320, 328-329, 339, 349-350, 355, 371, 374, 375, 379-380, 387-390, 392, 395, 400, 409-410, 412-413, 415 avoidance, 99 Awareness, 22, 63, 91, 101, 103, 135-136, 183, 215, 246-247, 258, 323, 327-328, 345, 357-358, 365, 376-379, 381-383, 402-406, 410, 415 B Backward integration, 43, 65, 169, 171, 247-248 Balance sheet, 200, 330 balanced scorecard, 198 Banks, 9, 246, 263-264 Bargaining, 18, 55, 168-173, 194, 286, 389, 409 Bargaining power, 18, 55, 168-173, 194, 286, 409 Barrier to entry, 204, 387 Behavior, 13, 60, 67, 86, 123, 127, 133-148, 157-158, 173, 176, 178, 253, 255, 261, 263-264, 266-267, 275, 277, 279, 298, 323, 328, 342, 348, 369, 373, 379, 383, 385-386, 391, 408 belief system, 327 Benchmarking, 339 Benefit segmentation, 148, 266, 268 Benefits, 12-13, 15, 17, 28, 49, 55, 57, 61, 68, 71, 84-85, 92, 98, 108, 115, 117, 136-137, 139-140, 170, 177-178, 180-184, 200-204, 226-227, 233-234, 248, 255, 257, 262, 266-267, 272, 287, 297, 301-302, 305-306, 313, 321-326, 328-329, 338, 349, 365, 369, 371-372, 374, 380, 388, 391, 393, 395, 398 extended, 137, 177, 200, 203, 234, 369 pooled, 57, 227 service, 85, 92, 137, 140, 170, 178, 180-181, 184, 227, 255, 287, 297, 321-322, 325-326, 371-372, 380, 391, 393, 395 survivor, 182-183 Beverage industry, 171 biases, 122 Bicycles, 302 Bid, 229 Bonus packs, 376, 384 Borrowing, brainstorming, 52, 114, 212 Brand, 39, 43-44, 52, 58, 63, 74-76, 80-81, 84-85, 87, 91-92, 95, 98, 101, 111, 114, 127, 131, 135-136, 138-139, 142, 148, 150, 152, 162-163, 171, 178, 180, 183-184, 198, 201, 203, 205, 215, 221, 228-232, 234-237, 240-241, 245-247, 249, 252-259, 261, 267, 271, 276, 287-288, 290-291, 303, 306, 308-310, 317, 319, 321-330, 333, 338, 357-358, 365, 369-370, 372-373, 375-376, 378-384, 386, 387-388, 391-393, 402-406, 410, 414-416 brand equity, 75, 246, 321-325, 327-330, 365 brand evangelists, 91, 271, 276 brand personality, 228, 232, 310, 323, 327-328, 330 brand valuation, 328-329 co-branding, 325 decisions about, 81, 87, 201, 329 labeling, 52, 114, 376 licensing, 152, 221, 255-257 managing, 84, 95, 148, 241, 310, 329-330, 386, 391-392 overview, 375 packaging, 84-85, 178, 254, 322, 373 positioning, 52, 74, 76, 80-81, 84-85, 95, 98, 152, 162, 203, 221, 236, 254, 259, 267, 306, 308-310, 319, 324-325, 329-330, 365, 373, 381, 392, 402-403 public relations, 184, 276, 372, 376, 378, 382, 402, 405 sales promotions, 376, 378, 380 store brands, 171 value proposition, 234, 261, 375, 381 Brand ambassadors, 271 Brand communities, 324-325, 333 Brand equity, 75, 246, 321-325, 327-330, 365 Brand evangelists, 91, 271, 276 Brand extensions, 87, 322 Brand loyalty, 267, 323 Brand management, 162, 205, 228-229, 290-291, 310, 329-330 Brand managers, 201, 324 Brand meaning, 310, 322-323, 326-329 Brand personality, 228, 232, 310, 323, 327-328, 330 Branding, 47, 54, 67, 76, 81, 84-85, 94-95, 105-106, 226, 306, 310, 312, 321-330 generic, 76, 226, 324 strategies, 47, 76, 81, 84, 94, 226, 325 Brands, 28, 73, 75, 80-81, 84, 91, 94, 98, 104, 116-117, 137-139, 158, 168, 171, 180, 183-184, 230, 234, 236, 248, 254-255, 263, 267, 289, 302, 306-307, 310, 318, 321-330, 348, 371, 373, 392-394 defined, 81, 91, 94, 230, 302, 310 family, 158, 263, 302, 327 generic, 98, 230, 234, 236, 248, 324 importance of, 84, 91, 138, 267 individual, 94, 137, 158, 267, 302, 322, 327, 329 417 manufacturer, 230, 326, 393-394 metrics, 81 national, 116, 234, 254, 330 store, 138, 171, 267, 310, 318, 373 Breakdown, 401 Breaking bulk, 92, 389 Brokers, 382-383, 387 Budget, 50-51, 100-102, 108-110, 163-164, 169, 172, 272-273, 358, 379, 382, 397-402, 405-406 defined, 50, 108-110 Budgeting, 9, 101-102, 109, 382, 397-401 capital, Bundling, 85, 227, 373 Business analysis, 332, 335, 338 Business buyer behavior, 143 buying process, 143 influences on, 143 Business environment, 52 Business markets, 71, 134, 143, 147, 172, 263-264 market segmentation, 263-264 Business model, 42, 44, 64, 85, 93, 140, 159, 221-223, 253, 337, 384, 388, 392 Business operations, 61 Business plan, 332 business plans, Business portfolio, 361 Business review, 48, 67, 95, 106, 117, 130-131, 148, 159-160, 165, 173, 192, 198, 217, 223, 232, 249, 260, 278, 283, 320, 386, 396, 416 Business strategy, 200, 212, 249, 260 Business Week, 95, 111, 131, 329 Business-to-business customers, 52, 246 Business-to-business markets, 71, 134, 143, 147, 264 demand, 71, 143 Buttons, 302 Buyers, 16, 55, 70, 134, 143-144, 146-148, 168-172, 178, 184, 233, 237, 246-247, 349, 369, 378, 380, 384, 386, 391-392, 409, 413, 415 Business buyer behavior, 143 Buying center, 148 Culture, 143 Product, 55, 70, 134, 143-144, 146, 148, 169-172, 178, 184, 237, 246-247, 349, 369, 378, 380, 384, 386, 391-392, 409, 413, 415 Rational, 369, 384 Role, 134, 146-147, 369, 386 Buying center, 148 Buying centers, 385-386 Buying process, 71, 136, 143, 385-386 Buzz, 86, 378, 386 Buzz marketing, 86 C Canada, 46, 68, 111, 259 Cannibalization, 336 Capabilities, 19, 41-42, 51, 62, 70, 75, 165, 223, 226, 234, 257, 264, 286-287, 289-292, 302, 304, 309, 313, 337, 355, 357-358, 394-395 Capacity, 19, 65, 110, 177-178, 181, 184, 189, 194, 212, 298, 319, 352, 358, 367, 371 Capital, 2, 5, 9, 19, 42, 44, 64, 89, 168-169, 171, 194, 248, 256, 289, 329-330, 333, 338, 355, 390, 393, 411-412 customer, 2, 9, 42, 44, 64, 169, 171, 248, 256, 289, 333, 338, 355, 390, 393 definition of, 42, 168, 355 fixed, 5, 89, 169, 194, 338, 355, 411-412 growth, 19, 89, 169, 248, 355 human, 19, 289 intellectual, 330 requirements, 169, 171, 333, 393 working, 19, 411-412 Capital budgeting, Capitalism, 148, 344, 350 capitalization, 329 Career, 39 carrying costs, 392, 395 Case study, 131 Cash cows, 88, 151, 352-353 Cash flow, 9, 20, 88-89, 93, 151, 158-159, 281-282, 352-354, 356, 360, 374, 390, 409 Cash flows, 244, 279-280, 283 Causal research, 315 Cell phones, 116, 176, 371 Census data, 83 Central Europe, 181, 245 Centralization, 115, 117 Certainty, 178, 318 Channel, 1, 6, 23, 75, 83, 85, 91-92, 102, 105, 129, 418 140, 143, 148, 157, 162, 171, 180-181, 183-184, 198, 201, 228, 313, 315-316, 323-324, 326, 330, 349-350, 368, 373, 383-384, 388-396 Channel captain, 181 Channel conflict, 85, 391, 393, 395 Channel intermediaries, 92 Channel members, 1, 85, 92, 368, 383-384, 388, 390-393 Channels, 65, 70, 75, 81, 84-85, 91-92, 110, 115, 140, 169, 171, 180-181, 183, 198, 200, 221, 245-248, 252, 278, 358, 368, 375, 386, 387-396 Business-to-business (B2B), 70 Consumer goods, 140, 183, 391 Industrial, 110, 386 Service, 70, 85, 91-92, 140, 171, 180-181, 221, 386, 389-395 Channels of distribution, 65, 84, 115, 140, 180-181, 368, 387-389, 392-394, 396 Character, 60 Checkout, 275, 318 Chief marketing officer, 324 Children, 88, 157-158, 245, 265, 267, 361 China, 246 Chinese, 46, 116, 149 Claims, 62, 98, 306 Classification, 18, 52, 110, 114, 394 Climate, 19, 68, 116, 214, 253, 378 Closing the sale, 136 clothing, 46, 125, 140, 176, 305-306, 348, 393 Clusters, 62 Coaching, 86 Co-branding, 325 collaboration, 149, 221 Collections, 53, 82, 120, 312, 314, 351 collusion, 368 Columbia, 130 Commercialization, 88, 91, 189 Commitment, 100, 157, 255-257, 289, 327, 334, 383, 398, 415 Commodities, Communication, 26, 86, 91, 116, 152, 277-278, 348, 376, 378-380, 382, 415 Communication strategy, 91 Companies, 26, 28, 43, 80, 91, 95, 98, 100, 102, 108, 110, 115-116, 123, 128-130, 135, 144, 150, 156-157, 159, 171-172, 189-190, 192, 193-195, 198, 199-201, 203-204, 214, 226, 228, 230, 234-237, 244, 246-248, 252, 254-255, 257, 261, 266-267, 270, 274, 276, 279, 283, 286, 288-289, 293, 318, 320, 325, 329, 331, 333-336, 339, 350, 351, 355, 359, 365, 367, 399, 401, 410 company image, 18 Company mission, 60, 401 compatibility, 91, 349 Compensation, 89 Compete, 13, 35, 43, 46, 49-51, 55, 87, 108-110, 115, 149, 173, 220, 226, 236, 252, 287, 293, 336, 368, 391 Competition, 12-13, 19-20, 35, 37-39, 42-44, 49-51, 56, 58, 61-63, 69-70, 74, 83-84, 86-87, 89, 99-100, 107-110, 123-124, 129-130, 149, 151-152, 157, 164, 168-170, 172-173, 176-178, 180-185, 191, 199, 202, 204, 208-210, 223, 226-227, 229-231, 237, 244, 254, 258, 274-275, 277, 286-287, 290, 292-293, 296, 298-300, 302-303, 315, 319, 344, 350, 352, 358, 365, 368-369, 371, 379, 381-382, 389, 391, 393, 400-401, 408-409 perfect, 319 Competitive advantage, 43-44, 47, 54, 67, 69-70, 76-77, 94, 105-106, 148, 161, 163, 165, 171, 181-183, 196, 199, 223, 226-227, 229, 232, 260, 266, 287, 289-291, 293, 298, 303, 312 competitor analysis, 67 positioning, 47, 54, 67, 69, 76, 94, 105-106, 227, 312 Competitive environment, 156, 180, 185, 208-210, 390 Competitive factors, 19, 298 Competitive intelligence, 51, 67, 101, 149-153, 300 exercise, 101 Competitive strategy, 42, 48, 111, 152, 173, 190, 232, 252, 293 choosing, 42 sustaining, 293 Competitiveness, 55, 62, 164, 244, 409, 414, 416 Competitor analysis, 67, 149-153, 305 Competitors, 12-13, 15-17, 19, 47-48, 50-51, 53-56, 63, 67, 70, 74, 76, 88, 90, 94, 99, 105-106, 107, 110-111, 149, 151-153, 157, 161-162, 168-173, 177, 180-181, 183, 185, 190-191, 194, 197-198, 200, 204, 216, 220, 226-227, 231-232, 234-237, 239, 241, 244, 246, 253, 257, 259, 266, 274, 279, 282, 286-290, 293, 297, 299, 303-304, 305, 307, 309, 311-312, 333, 350, 352, 358, 360, 365, 368, 371, 374, 388, 393-394, 400, 404, 408-410, 414 identifying, 53-54, 63, 70, 74, 88, 90, 111, 173, 237, 274, 287, 290, 293, 297, 312, 388 complaints, 35, 63, 138, 326, 333, 378 customer, 35, 63, 138, 326, 333, 378 Component parts, 38, 162 Concept development and testing, 332, 334, 338 Conditions, 49, 60, 84, 105, 117, 130, 143, 173, 208, 210, 222, 248, 253-255, 262, 332, 389, 397, 408, 410, 415 Confidence, 320, 322 Configuration, 129, 176, 178, 322, 335 Conflict, 37, 43, 85, 92, 256, 391-393, 395-396 Conformance quality, 57 Consideration, 27, 31, 53, 63, 91, 93, 120-121, 130, 137, 141-142, 176, 180, 201, 204, 209-210, 264, 272, 312, 370, 382, 384, 392, 394-395 Consistency, 63, 222, 227, 254, 325, 327 Consolidation, 181-182, 193, 391 Constraints, 101-102, 279, 368, 399-400 changing, 399 Construction, 74, 128, 208 Consultative selling, 86, 92 Consumer behavior, 134, 137-138, 140, 143, 147, 253, 255, 264, 298, 342, 408 models of, 134, 138 Consumer choice, 178 Consumer credit, 390 Consumer goods, 128, 140-141, 183, 193, 391 Consumer markets, 134, 143, 145, 147, 264, 379-381 Consumer preferences, 179-180, 209 Consumer products, 116, 385, 391 consumer review sites, 138 Consumer sales promotions, 376 Consumers, 4, 51, 53, 66, 71-73, 76, 82-84, 90-91, 116, 120, 123, 125-128, 134-141, 143-144, 177-180, 182-183, 214, 216, 236, 261, 263, 266-267, 297, 305-310, 312, 317-319, 321-327, 329, 337, 345-349, 368, 373, 375-376, 378-381, 383-384, 387-388, 391, 393-394, 413 lifestyles, 53, 71, 91, 123, 267, 318 Consumption, 4, 53, 71, 91, 103-104, 115, 123, 125, 127-128, 137-139, 141, 143, 179, 237, 246, 264, 299, 316, 342-343, 383-384 consumer, 53, 91, 125, 127-128, 137-139, 141, 143, 179, 264, 299, 316, 342, 383 Contacts, 277, 376, 378 Content, 86, 95, 98, 205, 226, 232, 317, 330, 373, 378, 385-386 Continuity, 342 Continuous improvement, 230, 290 Continuous innovations, 141, 342-343 Contract, 257, 394 Contracts, 171 Contractual agreements, 252 Contribution margin, 2-3, 5-6, 93, 95, 365-366, 373, 401, 404-405, 409-410, 414-415 Control, 21, 30, 33-34, 63, 85, 92, 126, 143, 158, 161-162, 202, 214-215, 229, 249, 253-257, 261, 290, 315, 321, 323, 325-326, 329, 335, 350, 377-378, 384, 386, 391-393, 396, 408-410, 416 Controlling, 92 Convenience stores, 391 Convergence, 116, 182, 305 conversations, 316 conversion, 349, 410, 415 Conversion rate, 410, 415 cookies, 302 Cooperation, 163, 289, 392 Cooperative advertising, 384 Coordination, 163, 214, 254-255, 290 manufacturing, 214 systems, 163 Copyright, 1, 11, 25, 29, 41, 49, 59, 69, 79, 97, 107, 113, 119, 133, 149, 155, 161, 167, 175, 187, 193, 197, 199, 207, 213, 219, 225, 233, 243, 251, 261, 269, 279, 285, 295, 301, 305, 310, 311, 321, 331, 341, 351, 363, 375, 387, 397, 407 overview of, 41 Core competencies, 46, 49, 54, 70, 124, 248, 325 Core products, 183, 259 Corporate culture, 202 Corporate governance, 95 Corporate responsibility, 61 Corporate social responsibility, 60-61, 67-68 CSR, 60 environment, 60, 68 Corporate strategies, 60 Corporate strategy, 158-160, 173, 222-223, 232, 260, 300 Corporate-level strategies, 156 corporation, 61, 68, 201, 329 Corporations, 59, 61, 123, 248, 329 correspond with, 43, 318, 392 cost accounting, 283 Cost leadership, 43-44, 152, 195, 226-231, 235-236, 252, 369, 409 Cost leadership strategy, 235-236, 369 Cost of goods sold, 102, 402, 409, 412 Cost-benefit analysis, 272, 369 Costs, 1-6, 9, 15, 20, 22, 42-44, 56-57, 63-65, 72, 85, 89-90, 93-95, 98, 102, 104, 110, 117, 139-141, 163, 169-172, 178, 189-192, 193-195, 197-198, 199-200, 203-204, 213, 221-222, 227, 229-230, 233-234, 239, 241, 245, 252-254, 267, 271-272, 274, 279-281, 302, 313, 316, 329, 331-332, 334-335, 352, 355, 364-369, 371-374, 376, 382-383, 387, 392-395, 398-402, 404-406, 409, 412, 414 alteration, 254 distribution, 1, 6, 22, 63, 65, 85, 94, 110, 140, 163, 169, 171, 198, 221, 227, 245, 252-253, 280, 352, 368, 371, 373, 382-383, 387, 392-395, 406 labor costs, 280 licensing, 221 product and, 5, 56, 85, 98, 139-140, 178, 190, 245, 254, 302, 332, 335, 365, 383, 409 product lines, 85, 197, 331 sales and, 43, 199, 365, 367, 372, 382-383, 394, 398-399, 412 Countries, 171, 221-222, 245, 248, 253-254, 256-257, 260, 264, 359-360, 369 Country of origin, 263, 325 consumers and, 263 Coupons, 91, 318, 372, 375-376, 378, 384 Creating assortments, 389 Creative destruction, 90, 344 Creativity, 309, 332-333 credibility, 326, 377-378 Credit, 116, 171, 245, 388-390 payment methods, 245 Credit cards, 245, 390 criticism, 215 CRM, 53, 81-82, 105, 120, 275-278, 312 CRM systems, 277-278 Cross-functional team, 211 Cross-functional teams, 228 Cross-selling, 198, 246, 272, 274, 281-282 CSR, 60 corporate social responsibility, 60 cultural context, 52, 115, 117 Cultural differences, 263, 380 business and, 380 Cultural factors, 116 Cultural values, 52, 115 Culture, 71, 115-116, 121, 123, 131, 136-137, 143, 202, 216, 228-229, 248, 253, 255, 257, 263, 265, 313, 322, 326 definition of, 202 national, 116, 143 organizational culture, 202, 228-229, 248 research on, 313 Currency, 52, 115 Current assets, 411-412 Current liabilities, 411-412 Current ratio, 411 Curves, 121-122, 190, 192 nonlinear, 121-122 Customer acquisitions, 413 Customer demand, 338 Customer equity, 278 Customer feedback, 335 Customer insights, 53-54, 82, 90, 120-121, 123-130, 140, 276, 311-312 Customer lifetime value, 9, 39, 64, 71-72, 76, 271-272, 279-283, 410, 415 Customer needs, 42-43, 50, 52-55, 70-71, 76, 80, 85, 88, 90, 92, 107, 115, 124, 129-130, 141, 214-216, 220, 223, 228, 254, 311, 315, 332-333, 368, 385, 388, 392, 394-396 Customer orientation, 81, 228-229, 326 Customer relationship management, 53, 81-82, 103, 105, 120, 275-276, 278, 283, 290-291, 312 CRM, 53, 81-82, 105, 120, 275-276, 278, 312 personal selling, 276 trends in, 53, 82, 120, 291, 312 Customer relationship management system, 291 Customer satisfaction, 21, 35, 63, 103, 105, 136, 141-142, 178, 183, 276, 278, 310, 311, 315-316, 333, 339, 395, 402-403, 410, 415 Customer service, 180, 215, 290-291, 390, 394-395 Customer strategy, 58, 131 customer support, 22, 217, 229, 380, 389 Customer value, 45, 124-125, 139-140, 148, 151-152, 217, 222, 234-237, 239-241, 260, 287, 306, 310, 331-332, 337, 343, 370 customer value analysis, 151, 234, 236-237, 240-241 logistics, 222, 234 Customers, 1-2, 13, 16, 18, 35-37, 39, 41-44, 46-48, 49-55, 57-58, 60-61, 63, 66-67, 69-72, 74-76, 80-87, 90-94, 99, 101, 103-106, 108-111, 116, 120-130, 134-137, 139-144, 147, 151-152, 156, 158-159, 165, 169-173, 177-185, 198, 202-204, 213-215, 221, 223, 226-232, 233-234, 236-237, 239-241, 244-249, 252, 254-255, 257, 259, 261-264, 267, 269-272, 274-278, 279-280, 282-283, 286-288, 290, 293, 296, 299-300, 301, 303-304, 305-307, 309, 311-313, 315-319, 321-322, 324, 326, 328-329, 331-339, 343-345, 347-350, 351, 359-360, 364-374, 375-376, 378-385, 387-390, 392-396, 398, 400, 402-406, 409, 413-415 business-to-business, 52, 63, 70-71, 128, 134, 143, 147, 246, 264, 376, 381 Customs, 255 D Damage, 249, 325, 416 data, 4, 12-13, 22-23, 26-27, 31, 33-34, 38-39, 53-54, 57-58, 62-63, 66, 81-83, 103, 105, 111, 120-121, 123-126, 130, 134, 151-152, 163, 192, 200-201, 203, 234, 237, 239, 241, 246, 248, 276-278, 306, 312, 314-318, 320, 330, 355, 361, 367, 376, 399-400, 413 Data collection, 81, 83, 125, 200, 315-317 Data mining, 53, 58, 121, 123, 130, 276 data source, 361 Database, 200, 205, 234, 374, 376, 380, 390 characteristics of, 376, 380 development of, 234, 374 systems, 234 databases, 53, 83, 121, 123, 277, 376 electronic, 376 dates, 321 Death, 91 Debt, 61, 410-411 Debt ratios, 410-411 deception, 61 Deceptive pricing, 368 Decider, 146 Decision criteria, 15 Decision makers, 16, 26, 126, 143 Decision making, 16, 23, 29-31, 52, 60, 66, 81, 83, 107, 115-117, 131, 135-137, 139, 142-143, 147, 213-215, 228, 254, 290, 313, 315, 347, 369, 374, 381, 383-384, 391 Decision-making, 13, 15, 31, 122, 135-137, 143, 385 group, 136 Decision-making process, 13, 135-137, 385 Decline stage, 183 Deflation, 209 Deliverables, 34, 406 Demand, 3-4, 18, 37, 51-53, 71-72, 82-83, 86, 91-92, 98, 107, 110-111, 116, 120-121, 137, 141, 143, 170-172, 176-177, 183, 214-216, 229, 234, 263, 298, 302, 312, 315, 331, 335, 338, 350, 364, 366-367, 373, 378, 383-384, 401, 404, 413 aggregate, 18, 364 change in, 4, 111, 121, 141, 367, 383, 401 currency, 52 derived, 364, 401 elastic, excess, 177 increases in, 338 price elasticity of, prices and, 183 Democracy, 350 Demographics, 52, 71, 115, 121, 264, 267, 276, 318 Depreciation, Descriptive research, 315 design, 23, 70, 84, 103, 110, 123, 129, 131, 162, 178, 180, 221-222, 226-229, 255, 258, 261, 287-291, 298, 304, 311, 317, 321, 325, 331, 336-339, 347, 388, 393, 396 elements of, 70, 84, 129, 337, 347 principles of, 325 Developed countries, 264 Developing economies, 231 Differentiated marketing, 72-73, 151, 301-302 defined, 302 Differentiation, 18-19, 21, 43-44, 86, 89, 93, 152, 161-162, 172, 180-184, 195, 220, 222, 226-231, 235-236, 246, 248, 252, 305, 309, 369-371, 373 advertising and, 184 product, 18-19, 21, 43-44, 86, 89, 152, 161-162, 172, 180-184, 226-231, 235-236, 246, 248, 305, 309, 369-371, 373 Differentiation strategies, 228 Differentiation strategy, 228-229, 235-236, 369, 371 Diffusion, 90-91, 135, 147-148, 178, 343-350, 378, 386, 409 Diminishing marginal returns, 278, 338 Diminishing returns, 338 Direct channel, 392 Direct competitors, 110 Direct exporting, 255 Direct investment, 152, 255-257 direct labor costs, 280 Direct mail, 276, 376 Direct marketing, 102, 115, 163, 376, 382, 387, 401-402 business-to-business, 376 direct mail, 376 telemarketing, 376 Direct selling, 383 Discipline, 48, 52, 75, 114, 232 Discontinuous innovations, 141, 342-343 Discount rate, 280 Discount stores, 393 Discounts, 85, 170, 193-195, 198, 227, 271, 274-275, 280, 350, 373, 384, 395, 401-402, 405-406 Discrimination, 368 Disease, 302 Diseconomies of scale, 57, 67, 193-196 Disposal, 102, 109, 125, 140-141, 389 Distance, 56, 88, 171, 195, 248, 308, 360 distractions, 31 Distribution, 1, 6, 19, 21-22, 47, 63, 65, 69-70, 76, 81, 84-86, 91-92, 94, 110, 115, 136, 140, 143, 150, 152, 162-163, 169, 171, 176-177, 180-184, 198, 201, 221, 227-228, 236, 245-248, 252-253, 261, 277, 280, 288, 290-291, 301, 311, 322-323, 325-326, 345, 350, 352, 358, 368, 371, 373, 382-383, 387-396, 397, 406 marketing and, 70, 140, 162, 288, 350, 390 Distribution centers, 389 Distribution channel, 85, 162, 171 Distribution channels, 70, 85, 92, 110, 169, 171, 198, 221, 245-247, 252, 358, 387 Distribution strategies, 92, 136, 221 distribution channels, 92, 221 Distributors, 52, 134, 151-152, 183, 316, 332-333, 336, 358, 368, 382-383, 387, 390-392, 400 Diversification, 21, 46, 48, 65, 151-152, 198, 244-245, 247-249, 258-260, 290 Diversification strategies, 198 Diversity, 18, 197, 389 Diverting, 384 Divesting, 355 Dividends, 60, 413 Documentation, 37, 47, 60, 67, 76, 84, 94, 105-106, 116, 407 documents, 12, 98, 157, 297, 339 Dollar, 63, 103, 108-109, 134, 142-143, 245, 376, 402, 409, 412 Dollars, 6, 18, 63, 88, 90, 129, 189, 193-194, 270, 272, 329, 360 Dominance, 21, 172, 203, 356 419 Downstream, 247, 383, 387, 391 Draft, 27, 83, 314, 405 Drill down, 134 Drugs, 198 Duty, 216 Dynamically continuous innovations, 141 Dynamics, 49-50, 72, 75, 146, 173, 185, 328, 343, 388, 390-391, 396 E Early adopters, 91, 182, 257, 263, 335, 345-347 Early majority, 263, 346 Earnings, 20, 89, 168, 244, 329, 364, 413 Earnings before interest and taxes, 168, 364 Econometric models, 400 Economic environment, 35 economic feasibility, 334 Economic variables, 52, 115 Economics, 4, 77, 204, 339 motivation and, 77 Economies of scale, 49, 56-57, 65, 72, 87, 117, 150, 163, 169-170, 183, 193-195, 197-198, 199-204, 221-222, 227, 230, 244, 247, 254, 256, 261, 267, 290, 301, 355, 358, 365, 367, 371, 409 benefits of, 49, 117, 170, 183, 200-204, 267, 365, 371 franchising, 221, 256 improving, 65 Economy, 45, 56, 71-72, 115, 117, 121-122, 129, 152, 197, 208, 230, 235-236, 267, 296, 305, 319, 370 Education, 1, 11, 25, 29-31, 39, 41, 49, 52, 59, 69, 71, 77, 79, 97, 107, 113, 115-116, 119, 133, 149, 155, 161, 167, 175, 180, 183-185, 187, 193, 196, 197-198, 199, 207, 213, 219, 223, 225, 232, 233, 243, 251, 253, 261, 263, 265, 267-268, 269, 279, 283, 285, 293, 295, 301, 305, 310, 311, 313, 321, 331, 339, 341, 351, 363, 374, 375, 387, 396, 397, 407 Efficiency, 65, 162-163, 214, 226-227, 229, 277, 290, 322, 357 Elasticities, 111, 201 computing, 201 Elasticity of demand, price, Electronic Commerce, 131 electronic media, 378 E-mail, 376 advertising, 376 emotions, 138-139, 385 Empathy, 228, 330 emphasis, 42, 48, 86, 91, 93, 120, 142, 181, 183-184, 214, 216, 269-270, 272, 299, 328, 338, 382-383, 390, 392 Employee productivity, 61 Employees, 57, 61, 151, 157-158, 171, 222, 228, 266, 289, 327, 394, 415 loyalty, 289, 327 selection of, 415 Employment, 42, 60, 71, 265 full, 71 endnotes, 39, 48, 58, 67, 77, 95, 106, 111, 117, 130, 147, 159, 165, 173, 185, 192, 196, 198, 205, 217, 223, 232, 241, 249, 260, 268, 278, 283, 293, 300, 304, 310, 320, 329, 339, 350, 361, 374, 386, 396, 406, 416 creating, 159, 165, 223, 260, 293 England, 39, 95, 160, 173, 223, 232, 260, 339 English, 39, 60, 397 English language, 60 Enhancement, 275, 349 Enterprise resource planning, 171, 246, 264 Entities, 134, 380, 383, 388, 390-392, 396 Entrepreneurs, 127, 336 Entrepreneurship, 90, 205, 344 Entry barriers, 169-173, 252-253, 357-358, 371 Environment, 13, 16, 34-35, 38, 49-58, 60, 66, 68, 81, 99, 103, 105, 114, 116-117, 121, 123, 130, 136, 138-139, 156, 180, 185, 208-210, 212, 220, 286-287, 296, 298-300, 311, 326, 376, 378, 390, 408-409 natural, 35, 52, 60, 121, 123, 180, 300, 311 Environmental analysis, 296 Environmental factors, 19, 52, 114, 117, 143 Environmental scanning, 74, 298 Equilibrium, 45, 233, 343-344 market, 45, 233, 343-344 Equity, 61, 75, 84, 246, 254, 278, 321-325, 327-330, 420 365, 375, 411-412 internal, 61, 84, 324 Equity markets, 61 Ergonomics, 337 E-tailers, 181 ETC, 2, 13, 15, 21, 27, 56, 71, 75, 83, 85-87, 92-93, 102, 109-110, 140, 151, 159, 161-162, 176, 180, 190, 195, 198, 209, 212, 220, 222, 235-236, 246, 254-256, 258, 263, 266-267, 281-282, 287, 298, 305, 318, 321, 332-333, 335-336, 348-349, 365-366, 376, 382, 389, 391, 393, 400-401, 405-406, 408, 414 ethical aspects, 369 Ethical issues, 91, 368 Ethical standards, 369 Ethics, 369 Laws, 369 Ethnographic research, 127 Ethnography, 123, 125, 127, 129, 131 Euro, 353, 358, 409 Europe, 46, 51, 181, 200-201, 245, 259, 266, 302, 369, 390, 409 European Union, 261 Evaluation, 14, 19, 28, 30, 38, 63, 84, 90, 104, 109, 135, 137-138, 141-142, 145, 147, 201, 215, 276, 301, 303, 345, 357-358, 372, 381, 385 Evaluation of alternatives, 135, 142, 381 evidence, 37, 61, 68, 122, 130, 148, 204, 214, 270, 324, 383 Exchange, 52, 85, 115, 128, 233, 255-256, 393, 409 Exchange rate, 255-256, 409 flexible, 255 Exchange rates, 52, 115 Exclusive distribution, 392 executive summary, 98-99 Expansion, 20, 89, 177, 203, 221-222, 248, 277, 352, 360 expect, 9, 28, 142, 177, 180-181, 190, 204, 244, 365, 372, 378 Expectations, 22, 35-36, 39, 50, 98, 100, 111, 142, 148, 179-180, 220, 244, 276, 325, 333, 408 Expected product, 87, 179 Expected return, 382 Expenditures, 2, 4, 50, 85, 93, 100-102, 124, 193, 271-272, 301, 313, 336, 366, 397, 399, 405 defined, 4, 50 Expenses, 1, 3, 22-23, 56, 61, 94, 102, 241, 280, 365, 392, 397, 401-402, 404, 412 Experience, 28, 30, 33, 36, 39, 56-57, 67, 71, 84, 104, 125, 127, 129, 131, 137, 141-142, 156-157, 178, 187-192, 198, 199-201, 203-204, 221-222, 227, 229-230, 244, 246, 252-253, 275-277, 289, 316, 324-325, 337, 339, 348, 355, 358, 365, 367, 371-372, 380, 386, 391, 409 Experience curve, 56-57, 67, 187-192, 199-201, 203-204, 221, 227, 230, 253, 355, 358, 365, 367, 371, 409 expertise, 46, 137, 140, 146-147, 178, 180, 247, 313-314, 326, 351, 373, 380, 384, 391-392 Explanations, 202 Exploratory research, 83, 315 Export department, 255-256 Exporting, 255-256 agents, 255-256 Exports, 255 External environment, 38, 49-58, 220, 296 Externalities, 38 F Facilitating functions, 228, 389-390 Facilitators, 180 Factors of production, 338 Fads, 58, 121, 130, 215 Failure, 52, 81, 83, 99-100, 116, 253, 255, 331, 347 Fair price, 308, 344 Fair value, 139, 233-235, 239-240, 344 Family, 61, 71, 136, 158, 188, 222, 237, 263, 265, 302, 319, 327, 375 Family life cycle, 263 FAST, 83, 88, 129, 131, 140-141, 158, 168, 193-194, 222, 228, 236, 246, 257, 336, 361, 391 Fax machines, 349 Feature, 109, 321, 334, 367-368 Federal government, 117 feedback, 30, 57, 91, 143-145, 163, 277, 317, 332, 335, 347 Fields, 350 Film industry, 124 Filtering, 378 Finance, 162, 214, 229, 361, 409 Financial management, 213 Financial resources, 101, 151, 289 Financial risk, 91, 348-349 Financial Times, 330 Fire, 216, 283 Firm performance, 203, 217 Firms, 15, 43, 45, 47, 51-52, 54, 57, 59-60, 62, 72, 75, 87-88, 90, 102-104, 114-115, 117, 123, 125, 130, 138, 141, 147, 151, 161, 177, 182, 193-194, 200, 202-204, 213-215, 229-230, 236, 244, 247-248, 269-272, 274, 277, 286, 309, 315-316, 320, 322, 324, 331, 337, 354, 382, 385, 387-388, 391-393, 399 organizational culture, 202, 229, 248 value chain, 51, 125, 141, 161, 248 first impressions, 34 First-mover advantage, 190, 252 Fixed assets, 412 Fixed costs, 1, 3-6, 20, 57, 89, 94, 169-170, 172, 193-195, 227, 355, 364-367, 414 Fixed expenses, 56, 94 Flexibility, 85, 163, 228-229, 257, 289-290, 313, 393 Focus group, 317 Focus groups, 315, 333 Focus strategy, 230 fonts, 302 Food, 71, 109-111, 129, 131, 136-137, 141, 194, 216, 257, 263, 297, 302, 336, 355, 378, 391 production, 110, 194, 257 Forecasting, 53, 83, 101, 111, 121-124, 208, 290-291, 315, 344, 397-400 sales, 83, 101, 111, 124, 291, 344, 397-400 Forecasts, 18, 47, 67, 76, 94, 98-103, 105-106, 122-123, 183, 209, 397-406, 407-408 Foreign direct investment, 257 Foreign subsidiary, 255-256 formality, 115 Forward integration, 169, 247-248 Foundations, 66, 121, 299 Fragmentation, 378 France, 373 Franchisee, 129, 131, 256-257, 391 Franchising, 152, 221, 255-257 relationship, 257 termination, 257 fraud, 61 employee, 61 Free markets, 350 Free trade, 115 Free trade zones, 115 Freedom, 324 Frequency, 86, 203, 245, 247, 263, 336, 344, 404 Full line, 266 Functional strategies, 156 Fund, 88, 361 G Gambling, 123 slot machines, 123 Gap analysis, 35, 103, 137 Gatekeeper, 146 Gatekeepers, 146, 346-348, 386 Gender, 263 general purpose, 13 Germany, 171, 245, 260 gestures, 327 Gifts, 378, 384 Global marketing, 115-116 Global marketing strategies, 115-116 Global products, 254 Global sourcing, 163 Global strategy, 115, 253, 255 Globalization, 116-117, 260, 263, 416 markets, 116-117, 260, 263 summary, 117, 260 Globalization of markets, 116-117, 260, 263 example of, 263 Goals, 15, 35, 51, 59-60, 98, 102, 156, 159, 214, 216, 220, 260, 391, 397-398, 401, 406 definition of, 156, 220 Gold, 123, 373 Goods, 1, 63-64, 70, 85, 87, 99, 102, 116, 128, 140-141, 143, 181, 183, 193-194, 214-215, 236, 275, 280, 321, 330, 337, 344, 364, 380, 387, 390-391, 394, 402, 404, 409, 412 bundling, 85 complementary, 394 free, 140, 280, 330, 394 inferior, 236 private, 215 public, 102, 116, 330, 402 substitute, 409 Government, 52, 114, 117, 134, 169, 171 currency exchange rates, 52 Government subsidies, 52, 114 GPS, 116, 333 Grants, 255 Grapevine, 95 Graphs, 347 Gross margin, 6-7, 280-281 Gross profit, 402, 412 Gross profit margin, 412 Gross sales, 391 Group, 75, 87-88, 95, 107-108, 110, 128, 130, 136, 148, 172, 189, 192, 237, 261-262, 266, 269, 280, 300, 315, 317, 351, 361 groups, 61-62, 72, 127, 137, 143, 172, 237, 264, 267, 280, 282, 315-316, 319, 333, 335, 345, 378, 411 development of, 62, 333 Growth rate, 18, 75, 88, 189, 302, 351-353, 355-356, 358, 360, 410, 414 Growth stage, 177, 180, 182-183 Growth strategies, 45, 65, 76, 221, 243-249 Growth strategy, 151-152, 235, 246-247, 249, 361, 413 Guidelines, 27, 32, 52, 114 H Harvesting, 64, 183 Hazards, 391 headings, 223 Health care, 117 Heuristics, 122, 130, 139, 148 Hierarchy, 37, 87, 102, 108, 135-136, 143, 147, 215, 328, 381, 401, 403 Hierarchy of effects, 135-136, 143, 147, 328 Hinduism, 255 Horizontal integration, 391 Host country, 257 foreign direct investment, 257 Household appliances, 387 Housing market, 210 HTML, 160, 374 HTTP, 130, 157, 185, 192, 205, 232 Human resource management, 70, 162, 288 Human resources, 289 Human rights, 157 hypothesis, 124 I Ice, 94-95, 116, 176, 245, 378 Idea generation, 88, 332-333, 338 III, 27, 82, 99, 164-165, 211, 232, 315 IKEA, 157, 171, 222, 229, 234 illustration, 31, 164 Image, 18, 43, 85, 101, 139, 150, 178, 180, 183, 221-222, 228-229, 235-237, 240-241, 246-247, 253-257, 287-288, 291, 322-325, 357-358, 373, 377-378, 380, 403-405, 410, 416 country, 222, 254, 257, 325, 357 national, 254, 378 Immediate action, 241, 401 Implementation, 28, 33, 47, 53, 67, 69, 76, 79-95, 98, 105-106, 120, 173, 202, 221, 260, 304, 311-312, 314, 320, 382, 397-398, 406, 407-409, 415 implementation plan, 28, 98, 406 Imports, 236 Inbound logistics, 1, 161, 288 Inc., 54, 129, 217, 374 Incentives, 376, 384 Income, 1, 71-72, 103, 122-123, 200, 263, 267, 275, 411-413 differences in, 71, 200, 263 market, 72, 103, 200, 263, 267, 275, 411, 413 Income statement, 1, 200 Independent intermediaries, 255-256 Independent variables, 122 India, 231-232 Indirect exporting, 255 Individual marketing, 72, 152, 261 Inductive reasoning, 124 Industrial design, 129 Industrial goods, 236 Industrial Revolution, 165 Industry, 14-15, 19-20, 33-35, 38, 47, 49, 51-52, 54-56, 67, 70, 76-77, 88-89, 94-95, 99-100, 105-106, 108, 110, 114-115, 117, 124, 128-129, 134, 150, 156, 162-163, 165, 167-173, 176-177, 181, 183-185, 190-191, 193, 204, 208-209, 211-212, 215-217, 227, 229-231, 234-235, 237, 240-241, 249, 253, 257-259, 264, 266, 269, 274, 286-288, 291-293, 297, 302, 312, 333, 355-357, 361, 365, 367, 384, 387, 391, 399, 408-410 Industry structure, 168, 170, 172-173, 211, 286 Inefficiencies, 57, 227 infer, 365 Inflation, 7, 19, 52, 115, 209 Influencer, 146 Information, 2, 12-13, 23, 26-27, 31, 33-34, 39, 53-54, 62-63, 66, 81-84, 86, 91-92, 120, 122-123, 125, 135-140, 142-143, 146-147, 150, 152, 156, 158, 162-163, 183-184, 197, 200, 205, 228, 246, 276-277, 282, 290, 297, 301, 310, 312-316, 318-320, 322, 330, 347-349, 352, 357, 370, 373, 376, 380-381, 386, 387, 389, 392-394, 410, 413 Information gathering, 92 Information management, 162 information needs, 86 Information processing, 138 Information search, 135-138, 142, 147, 322, 381 Information system, 63, 290 Information systems, 62-63, 163 Infrastructure, 52, 116-117, 162, 222, 289, 380 Initiative, 249, 401 Initiator, 146 Innovation, 45, 52, 58, 64, 90-92, 116, 128-129, 131, 148, 150, 165, 172, 181-183, 198, 213-215, 227-229, 236, 252, 309, 331, 333, 335, 339, 342-345, 347-350, 365, 371, 386, 396 importance of, 91, 347 Innovations, 45, 90-91, 94, 122, 128-129, 135, 141, 147-148, 178-179, 185, 234, 246-247, 313, 335, 341-350, 371, 378, 380, 386, 395, 400 continuous, 91, 141, 342-344 defined, 45, 91, 94, 128, 342-344 discontinuous, 91, 141, 178, 342-343 dynamically continuous, 91, 141, 342 Innovators, 91, 182, 263, 335, 345-348 Input costs, 227 Installations, 342 instant messaging, 302 Insurance, 276, 385 Intangible assets, 329-330 Intangible products, 387 intangible services, 87 Integrated communications, 350, 381-382 Integrated marketing communication, 376 Integration, 43, 65, 169, 171, 198, 217, 227, 247-248, 266, 278, 386, 391, 396 Intellectual property, 198, 255, 322, 330 franchising, 255 Intellectual property rights, 330 intelligence, 51, 59, 67, 101, 149-153, 300 Intensive distribution, 392 Interbrand rankings, 329 Interest, 7-9, 52, 61-63, 100-101, 103, 115-116, 122, 135, 137, 168, 180, 185, 205, 208-210, 235-236, 265, 328, 330, 335, 345-346, 364, 376-378, 381, 384, 391, 411 credit, 116 Interest rate, 7-9 Interest rates, 52, 100-101, 115, 208-210 real, 208-209 Intermediaries, 85, 92, 255-256 channel, 85, 92 International business, 117, 260 environment, 117 International marketing, 115, 117 International markets, 115, 255, 261, 263, 380 International strategy, 253-254 International trade, 115 barriers to, 115 Internationalization, 152, 253-254 Internet, 33, 86, 91-92, 128-129, 138, 140, 149, 171-172, 204, 245, 248, 302, 319, 333, 335, 371, 376, 380, 387-390, 393-394, 396 defined, 91, 128, 140, 302, 376 focus groups, 333 Interviews, 55, 125-127, 315, 333 Inventories, 65, 316, 391, 412 Inventory, 3, 63-64, 92, 102-103, 146, 198, 203, 275, 344, 384, 388-389, 391-392, 394-395, 411-412 management of, 391 Inventory management, 392, 395 Investment, 2, 6, 8-9, 19-20, 26, 30, 64-65, 88-89, 93, 102-103, 151-152, 177, 179, 183, 190-191, 193, 200, 235-236, 247, 255-257, 272, 275, 286, 291, 298, 300, 325, 328, 338, 351-356, 360-361, 366-367, 382-383, 387, 393, 399, 401, 405, 411-413 gross, 6, 103, 383, 412 net, 9, 26, 383, 401, 411-413 present value and, Investment decisions, 152 Investments, 2, 5, 20, 53, 82-83, 88-89, 93, 120, 171, 177, 179, 194, 203, 209, 211-212, 213, 215, 255, 257, 273, 275, 277-278, 289, 312, 314, 325, 328-329, 337-338, 351-352, 355, 358, 371-372, 382-383, 393, 395, 397-399, 406 regulation of, 171 revenues from, 371 Investors, 159, 413 Ireland, 416 Italy, 63, 245, 308 J Japan, 162, 203, 214, 314, 320, 387, 396 Jargon, 351 Job creation, 256 Jobs, 61, 257 profitability and, 61 Joint venture, 152, 256-257 Joint ventures, 221, 255-257 conflict, 256 K Key success factors, 156, 159, 223, 288 Knowledge, 30, 33, 38, 54, 57, 84, 123, 128, 130, 134, 147, 151, 198, 214, 245-247, 256-257, 265, 282-283, 313, 320, 328, 342, 344, 346, 349, 381 sharing, 247, 257 specialized, 346 L Labeling, 50, 52, 114, 376 Labor, 1, 19, 89, 103, 190, 194-195, 227, 252, 280, 338, 404 labor relations, 19 Labor costs, 280 Labor productivity, 89, 103 Labor relations, 19 Laggards, 91, 263, 346-348 Language, 60, 158, 397 authentic, 158 Late majority, 263, 346 Lead time, 90 Leader, 34, 39, 107, 168, 170, 192, 201, 203, 205, 227-228, 230, 236, 240, 257-259, 274, 306, 327, 350, 352, 354, 356, 365, 370 Leadership, 20, 30, 43-44, 68, 89, 152, 190, 192, 195, 205, 226-231, 235-236, 248, 252, 302, 353, 356, 369, 374, 409 Learning, 27, 30-31, 33-34, 39, 57, 87, 99, 115, 122, 127, 136, 141, 171, 183, 189-190, 192, 199-200, 202, 253, 261, 266, 282, 336, 365, 367, 387, 408-409, 416 Learning curve, 57, 87, 192, 199-200, 202, 261, 365, 409 Learning organization, 192, 416 ledgers, 95 Legal environment, 35 Legal environments, 52, 114 Legitimate power, 62 letters, 215 Leverage, 55-57, 62, 87-88, 201, 203-204, 227, 360-361 Liabilities, 322, 411-412 Liability, 52, 114 business, 52, 114 liquor, 52 Liberalization, 115-116 Licensee, 255-256 Licenses, 255 Licensing, 152, 221, 255-257 advantages and disadvantages, 255 421 market entry strategies, 255-256 Licensor, 255-257 Life insurance, 385 buying, 385 Lifestyle, 263-264, 267-268 market segmentation, 263-264, 267-268 Limited problem solving, 143 Line extensions, 247, 331 Liquidity, 410-411 List price, 85, 367 listening, 30, 34 effective, 30 process of, 34 Loans, 7, Lobbying, 383 Logistics, 1, 63-64, 85, 146, 150, 161-163, 165, 198, 213, 222, 227, 234, 257, 274, 288-290, 344, 387, 389-392, 395 importance of, 162-163, 288, 387, 390 information management, 162 inventory management, 392, 395 transportation, 161, 198, 222, 392 warehousing, 161, 395 Logos, 84, 255, 322 London, 67, 131, 330 Long-term debt, 411 Long-term implications, 373 Loss, 5, 75, 85, 95, 128, 194, 236, 269, 271, 274-275, 378, 384, 401, 409 assessment, 128, 401, 409 control, 85, 378, 384, 409 direct, 85, 384, 401 expected, 384, 409 income, 275 known, 5, 85, 194, 269, 384 reduction, 409 Low-involvement purchases, 385 Loyalty programs, 252 M Magazines, 91, 318 Management, 19, 29-31, 33, 35-36, 39, 47-48, 53-54, 58, 60, 63, 67-68, 70, 77, 81-82, 95, 100, 103, 105-106, 117, 120, 122, 135, 147-148, 152, 158-160, 162-163, 165, 185, 190, 192, 196, 198, 200, 202-203, 205, 212, 213-214, 217, 223, 228-229, 232, 249, 260, 268, 269, 275-278, 283, 286, 288, 290-293, 304, 310, 312-313, 315, 329-330, 331, 338-339, 353, 355, 360-361, 366-367, 373-374, 378-379, 382, 386, 387, 390-393, 395-396, 397, 401, 406, 407, 416 activities of, 70, 162, 165 functions of, 228, 390 Management information system, 290 Managers, 26-27, 29-30, 33, 39, 41, 43, 47, 50, 55, 61, 81, 83-84, 92, 98-100, 108, 110, 121-122, 127, 129, 131, 135-137, 157, 173, 199, 201, 212, 214, 244, 313, 316, 319-320, 324, 336, 351, 355, 360, 372, 374, 401, 413 social responsibility of, 61 Manners, 52, 115, 143 Manufacturers, 65, 92, 114-115, 128, 171-172, 178, 194, 214, 230, 232, 236, 307, 333, 355, 366, 369, 371, 384, 389-391, 396 Manufacturing, 61, 70, 110, 193, 214, 228-230, 236, 247, 257, 288, 313, 366 Manufacturing operations, 313 Margin, 2-3, 5-7, 9, 93, 95, 103, 161, 177, 179, 191, 229, 260, 271-272, 274, 280-281, 321, 328, 365-368, 371, 373, 380, 383, 392, 401, 404-405, 409-410, 412, 414-415 Marginal cost, 364 Margins, 5-7, 9, 22-23, 26, 37, 43, 57, 62, 64-65, 85, 87, 93, 103, 177, 180, 183-184, 192, 195, 200, 202-204, 227, 271-272, 286, 322-323, 329, 352, 357-358, 367, 371-372, 380, 383, 390-393, 395, 403, 415 Market assessment, 292 Market capitalization, 329 Market changes, 99, 204 Market demand, 331, 401, 404, 413 Market differentiation, 89, 182 Market dynamics, 185, 390 Market entry, 152, 169-173, 198, 220, 252-253, 255-257, 333, 357-358 examples of, 333 Market entry strategies, 198, 255-256 exporting, 255-256 422 Market entry strategy, 152, 257 Market growth rate, 18, 351, 353, 355-356, 360, 410, 414 Market leader, 107, 168, 170, 257-259, 352, 354, 365 Market performance, 64 Market planning, 21 Market position, 18, 193, 249, 253, 351, 353 strategic, 18, 193, 249, 351 Market potential, 101, 111, 331, 403, 410, 413 Market research, 13, 22, 81, 94-95, 110, 121, 127, 131, 134, 237, 239, 264, 311-320, 331, 335, 338, 358, 399-402 defined, 81, 94, 110, 121 primary, 110, 121, 314, 316-317, 399 secondary, 239, 316-317, 399 theory, 131, 134 Market segment, 12-13, 18, 108, 220, 230, 237, 246, 257, 370, 380, 405 Market segmentation, 12, 21, 70, 76, 162, 221, 230, 261-264, 266-268 branding, 76 business markets, 263-264 defined, 70, 230 effective segmentation, 262 international markets, 261, 263 overview, 12 Market share, 21, 35, 37, 49-51, 55, 57, 61, 63-64, 66-67, 75, 83, 88-89, 93, 98, 103, 107, 111, 140, 149, 153, 171-172, 183, 190-192, 193, 195, 199-205, 227, 229, 234-236, 240, 244-245, 248, 252, 315, 336, 344, 352-358, 360, 365, 371, 387, 391, 399, 401-405, 409-410, 413-414, 416 Market size, 12, 249, 335, 349, 355, 357-358, 399 Marketing, 1-9, 11-23, 25-27, 29-31, 35, 37-39, 41-48, 49-55, 57-58, 59-60, 62-67, 69-74, 76, 79-88, 90-95, 97-106, 107, 111, 113-117, 119-125, 127, 129-131, 133-134, 136-143, 147-148, 149, 151-153, 155-156, 159, 161-165, 167, 170, 175-176, 181-185, 187, 190, 192, 193, 195, 197-198, 199-201, 204-205, 207-209, 212, 213-217, 219-223, 225-226, 229-230, 232, 233-234, 241, 243-244, 246-247, 249, 251-260, 261-262, 264, 266-268, 269-278, 279, 282-283, 285, 287-291, 293, 295-296, 298, 300, 301-302, 304, 305, 308-310, 311-315, 317-320, 321-330, 331-332, 335-339, 341-345, 347-350, 351-352, 355, 357-358, 361, 363-366, 369, 371, 373-374, 375-376, 378-386, 387, 389-392, 396, 397-406, 407-410, 413-416 business-to-business, 52, 63, 70-71, 134, 143, 147, 246, 264, 376, 381 defined, 1, 4-6, 31, 45, 50, 58, 60, 70, 81, 83, 91, 94, 107, 111, 121, 140, 170, 182, 201, 215-216, 222, 230, 233, 302, 310, 337, 342-344, 355, 376 global, 43, 72-73, 115-117, 148, 153, 163, 170, 201, 212, 230, 253-255, 259, 329-330, 374, 380, 383 Guerrilla, 258 ideas, 7, 13, 26, 70, 90, 129, 139, 147, 249, 270, 278, 305, 313, 323, 331-332, 335-336, 338, 344, 347, 350 income statement and balance sheet, 200 metrics, 53, 62-63, 81-82, 102-103, 105, 120, 204, 246, 311-312, 397-399, 406, 408, 410, 413-416 needs and, 26, 35, 52-53, 69-70, 72, 82-83, 85, 88, 90, 115, 117, 120, 130, 137, 182, 214-216, 220, 255, 261-262, 264, 266-267, 277, 302, 310, 311-312, 315, 392 of value, 42, 124, 139-140, 222, 233, 387, 389 people, 8, 12, 27, 29, 45, 47, 54, 57, 62-63, 67, 69, 76, 80-81, 84-86, 91-92, 94-95, 105-106, 115-116, 123-124, 127, 129, 131, 136-138, 140, 142-143, 147, 151, 156, 162, 214-216, 220, 222, 254, 266-267, 271, 290-291, 302, 312-313, 320, 324-326, 337, 342, 344-345, 373, 375-376, 378-386, 392, 397, 400, 406 place, 39, 47, 54, 67, 69, 76, 81, 84-86, 92, 94, 99, 105-106, 115, 120, 129, 138, 140, 143, 152, 205, 215, 221, 226, 249, 287-288, 310, 312, 318-319, 322, 325-326, 329, 361, 379, 387, 389-392, 396, 397, 406 price elasticity, 4, 18, 140 return on investment (ROI), 103, 382-383 value and, 8, 35, 53, 60, 72, 143, 302, 343, 364, 396 Marketing analysis, 47, 66, 105 Marketing channels, 391, 396 logistics, 391 Marketing concept, 41-43, 47, 76, 141, 213-217, 222, 255, 311, 332 Marketing implementation, 408 Marketing management, 29, 54, 148, 232, 268, 269, 283, 304, 310, 339, 374, 387 defined, 310 marketing messages, 376 Marketing mix, 2, 15, 22, 47, 50, 52-53, 58, 67, 69-71, 74, 76, 80-82, 84-87, 93-94, 99-103, 105-106, 114, 117, 120, 130, 134, 137, 143, 147, 176, 181-182, 253-254, 261-262, 266-267, 277-278, 304, 305, 310, 311-312, 315, 319-320, 322-323, 329, 349-350, 364, 366, 373, 397-399, 401, 405-406, 407-408 Defined, 50, 58, 70, 81, 94, 182, 310 Personal selling, 85-86, 102, 143, 147 Place, 47, 67, 69, 76, 81, 84-86, 94, 99, 105-106, 120, 143, 310, 312, 319, 322, 329, 397, 406 Price, 2, 47, 53, 67, 69-71, 76, 82, 84-87, 93-94, 99-102, 105-106, 120, 137, 143, 176, 181-182, 253, 261, 266-267, 305, 310, 312, 315, 319-320, 329, 349-350, 364, 366, 373, 398-399, 405-406 Product, 15, 22, 47, 50, 52-53, 67, 69-71, 76, 80-82, 84-87, 94, 99-100, 102-103, 114, 120, 134, 137, 143, 176, 181-182, 253-254, 261-262, 267, 278, 305, 310, 311-312, 315, 319, 322-323, 329, 349, 373, 406 Promotion, 47, 67, 69, 76, 81, 84, 86, 94, 105-106, 143, 305, 312, 315, 329, 406 Marketing myopia, 217 Marketing objectives, 63, 101, 260, 399-401, 403 Marketing plan, 11-23, 47, 51, 67, 76, 94, 98-99, 101, 103, 105-106, 309, 331, 335, 398, 400, 406, 408-410, 415 Marketing planning, 13, 23, 84, 98, 105, 111, 117, 153, 317, 327, 397, 407 setting objectives, 105 steps in, 105 Marketing research, 2, 4, 12, 47, 52-54, 67, 76, 81-84, 90, 93-94, 102, 105-106, 124-125, 130-131, 182, 205, 215, 232, 277, 305, 311-312, 320, 327, 330, 337, 366, 382, 389, 398-399, 401, 405 data mining, 53, 130 defined, 4, 81, 83, 94, 182, 215, 337 steps in, 105 Marketing ROI, 382-383 return on investment, 382-383 Marketing strategies, 6, 21, 41, 43, 51-52, 60, 72, 76, 92, 103, 115-117, 120-121, 152, 176, 181-183, 185, 234, 246, 249, 251-260, 269, 277, 282, 349, 410 development of, 116, 234, 259 Marketing strategy, 1-9, 29-31, 35, 37, 41-44, 46-47, 49, 55, 57-58, 59, 63, 76, 85, 98-99, 106, 114-115, 117, 130, 141, 159, 176, 199-201, 209, 219-223, 230, 233, 249, 264, 296, 311, 320, 338, 342, 349, 364, 366, 381, 386, 387, 392, 397, 403-404, 410, 415 Marketplace, 45, 49, 53, 58, 69, 76, 80-81, 83, 90, 121, 139, 152, 204, 231, 233, 315, 318, 321-322, 324, 326, 359, 384 Markets, 13, 16, 18, 21, 42-46, 50-51, 54-56, 61, 64-65, 70-71, 74, 81, 83, 87-88, 91, 108, 110-111, 115-117, 121, 124, 130, 134, 136, 141, 143, 145-147, 159, 172-173, 176-178, 180-185, 190, 193, 198, 199-201, 205, 209, 214, 216, 220-221, 223, 227, 230, 244-248, 253-260, 261-264, 267, 287, 290, 292-293, 297, 301, 304, 305, 313, 315, 322, 326, 331, 335-337, 342-345, 349-350, 351-352, 355, 359-360, 364, 368-369, 379-384, 395, 400 Markup, 6, 367-368 Markup pricing, 367 Mass customization, 73 Mass market, 128, 298, 302, 335 Mass marketing, 43, 195, 261 Mass media, 116, 375, 380, 384 Mass production, 188 Matching process, 299 Matrices, 74-75, 129-130 Maturity stage, 177, 183 meaning, 31, 84, 125, 197, 200, 306, 310, 321-329, 380 understanding of, 31, 324 Measurability, 103, 408, 416 of objectives, 103 Measurement, 28, 31-32, 311, 327-328, 330 measurements, 147, 386 Mecca, 126 Media, 54, 86, 91, 116, 121, 148, 184-185, 193, 203, 276, 318, 326, 346-347, 353-355, 359, 375-376, 378, 380, 382, 384, 401-402, 405-406 Mediation, 378 medium, 19, 100, 246, 267, 276, 320, 356, 358 meetings, 151-152, 376 Memory, 12, 84, 138, 298, 321, 323-324 memos, 26-27 Merchant, 416 Mergers, 198 vertical, 198 Mergers and acquisitions, 198 message, 43, 83-84, 91, 315, 325, 335, 348, 378-379, 386 competing, 43 ethical, 91 goodwill, 84 marketing, 43, 83-84, 91, 315, 325, 335, 348, 378-379, 386 negative, 348, 378 positive, 315, 325, 348, 378 purpose of, 83 retention of, 84 sales, 43, 83-84, 91, 325, 335, 348, 378-379, 386 Metrics, 53, 62-63, 81-82, 102-103, 105, 120, 126, 204, 246, 311-312, 397-399, 406, 408, 410, 413-416 Middlemen, 390 MIS, 290 Mission statement, 60, 157-159 Modified rebuy, 13, 145 Money, 1, 3, 6-9, 30, 43, 51, 71, 85, 95, 101, 109, 126, 137, 139, 156, 162-163, 172, 177, 191, 203, 216, 229, 269, 271, 306, 309, 329, 349, 354, 360, 367-368, 388, 394 demand for, 177 Money-back guarantees, 349 Monopoly, 172, 236 Motivation, 27, 71, 77, 137, 139, 148, 195, 217, 395 Motivators, 180 Motorcycles, 231 multimedia, 353-355, 359 Multinational strategy, 253-255 Multiple sourcing, 264 Mumbai, 255 Music, 91, 143, 313, 376 and culture, 313 N National brands, 234 National culture, 143 Nations, 114, 116-117, 130, 143 Natural environment, 35, 52, 60 sustainability, 60 navigation, 335, 352-355, 359, 368 Needs, customer, 385 Negligence, 27 elements of, 27 Negotiation, 162, 227, 280, 396 Planning, 162 Process, 162, 227, 280 Questions, 162 Net income, 412-413 Net present value, 9, 38, 279-280, 415 NPV, 9, 38 Net profit, 402 Net working capital, 411 Netnography, 129 Networking, 281-282 New entrants, 55, 168-172, 183, 204, 286, 350 New products, 21, 46, 53, 65, 82-83, 88-89, 100, 120, 129, 131, 163, 178, 180, 185, 198, 215, 244, 246-248, 252, 259, 312-313, 331, 333, 338-339, 347-348, 386, 400 New York Times, 61, 130-131, 205, 232, 262, 268, 330, 374, 378, 386, 390 New-product development, 215 Newspapers, 318, 347, 376, 378, 380, 384 Niche marketing, 72 Norms, 52, 115, 143, 204, 368, 374 North America, 111 NPV, 9, 38 O objective setting, 103, 398, 401 Objectives, 21-22, 28, 32-35, 37-38, 41, 51, 59-60, 62-65, 81, 83, 85-86, 93, 98-103, 105-106, 121, 149-150, 153, 185, 200-205, 220, 223, 260, 269, 274, 304, 311, 314-315, 328, 364-365, 369, 371, 373-374, 379, 381-382, 391, 397-406, 407-408, 410 accounting, 105, 365, 404, 410 Obligation, 61 Observability, 91, 349-350 Obsolescence, 92, 141, 371, 389 Occurrence, 21 Oceans, 337 Offer, 33-34, 43, 45, 76, 87, 91, 107-108, 110, 126-127, 139, 177-178, 182-183, 185, 189, 199-200, 230, 233, 235-237, 240, 246, 282, 322, 342-344, 349-350, 352, 393, 415 Offset, 244, 397, 414 Oil, 212, 257 Operating expenses, 402, 412 Operations, 1, 6, 20, 22-23, 61-62, 89, 117, 128, 161, 163-165, 200, 204, 212, 213-214, 229-230, 255, 277, 288-289, 291, 313, 338, 370 Opinion leaders, 91, 128, 180, 335, 346-348, 384 Opportunities, 13, 18, 29-31, 37-39, 50-54, 59, 61, 63, 73-74, 81, 91, 107, 110-111, 114, 116-117, 121, 126, 144, 153, 159, 164, 178, 182, 185, 190, 212, 215, 220, 223, 246, 248-249, 252, 261-262, 277, 296-300, 333, 352, 367, 387-388, 391, 396, 401, 408 Opportunity cost, 267 Optimism, 158 Oracle, 266 Order processing, 290, 392 Organic growth, 222 Organization, 12, 26-27, 42, 51, 57, 60-61, 63-64, 68, 72, 84-85, 92, 95, 98, 102, 129-130, 136, 143-144, 146-147, 156-159, 192, 194, 200, 214, 216, 220, 227, 232, 254, 277, 302, 323-325, 329-330, 338, 347-348, 383, 386, 392, 397, 406, 416 definition of, 42, 156, 220, 324 future of, 51 Organizational culture, 202, 228-229, 248 learning, 202 strong, 229, 248 Organizational markets, 146 Organizational structure, 198, 253 Organizations, 12, 27, 29, 59, 61, 71, 84, 102, 115, 124, 134, 138, 144-146, 156, 159-160, 195, 199, 215, 228, 257, 277, 329, 348, 390 Orientation, 41, 43, 46, 52, 81, 98, 115, 201, 205, 213-215, 217, 222, 228-229, 320, 326, 337 future, 46, 214-215 performance, 43, 205, 214, 217, 228 Outbound logistics, 1, 162, 289 Outlays, outlines, 27, 51, 388 Output, 57, 171, 181, 188-190, 192, 194, 197, 199, 280, 338 Outsourcing, 163-164, 221 overhead, 1-3, 6, 93-94, 102, 179, 193, 301, 364-367, 390, 401, 403-405 Ownership, 46, 71, 85, 196, 256-257, 266, 389, 391-392, 396 P PACE, 349 Packaging, 1, 84-85, 161, 172, 178, 222, 254, 322, 337, 373 Paired comparison, 317 paragraphs, 281 Parameter, 39 Partitioning, 52, 114 Partnering, 143-144, 326, 388 Patent, 256 Patents, 89, 248, 255, 289 protecting, 248 Penetration pricing, 92, 182, 370-371 Penetration strategy, 246-247, 365, 371 Perceived value, 367 Percentage changes, 209 Percentage of sales, 56, 382, 401 percentages, 6, 367, 414 Perception, 184 Perceptual map, 45, 305-309, 319 Performance, 13, 26, 43, 45, 55, 59, 62, 64, 68, 70, 72-73, 83, 95, 103, 108-109, 139-140, 143-146, 150, 163-165, 172, 178-180, 182, 185, 192, 199, 203-205, 214, 217, 223, 228, 233-234, 236-241, 246, 260, 287-290, 293, 298, 303, 305, 309, 315, 319, 325, 327-329, 333-334, 343-344, 356, 369-370, 373, 381, 410, 412-413, 415 firm performance, 203, 217 market performance, 64 Performance evaluation, 109 Performance feedback, 144-145 Performance measures, 64 performance metrics, 410, 413 Perils, 87 Permits, 208 personal attacks, 34 Personal communication, 278 Personal selling, 4, 85-86, 91-92, 102, 136, 143-145, 147-148, 276, 376, 380, 389 customer relationship management, 276 promotion mix, 376, 380 Personality, 77, 92, 136, 148, 216-217, 228, 232, 263-264, 310, 323, 327-328, 330 cultural differences in, 263 Personality traits, 263-264 Persuasion, 26-27 persuasive messages, 380 developing, 380 Pharmaceutical industry, 117, 170, 193, 288 PHP, 386 Physical distribution, 390 Physical environment, 52, 116, 296 Physiological needs, 71, 215 Place, 34, 39, 47, 54, 67, 69, 76, 81, 84-86, 92, 94, 99, 105-106, 115, 120, 129, 138, 140, 143, 152, 158, 177, 205, 215, 221, 226, 239, 249, 287-288, 306, 310, 312, 318-319, 322, 325-326, 329, 361, 379, 387-396, 397, 406 as product, 325 marketing mix, 47, 67, 69, 76, 81, 84-86, 94, 99, 105-106, 120, 143, 310, 312, 319, 322, 329, 397, 406 Plans, 1, 6, 12, 21-22, 29, 34, 38-39, 51, 60, 98-99, 101, 129, 149, 211-212, 222, 247, 263, 314, 371, 397, 399, 401, 406, 408, 410, 415 approaches to, 12, 51 business, 1, 6, 12, 29, 39, 51, 60, 99, 129, 149, 212, 222, 263, 401 Point-of-purchase displays, 325, 375 Policies, 124, 144, 203, 208, 368-369, 408 Political systems, 114 Pooling, 256-257 Popular culture, 121, 123 Population, 52, 115-116, 263, 316-317, 380 Portfolio, 13-14, 18, 72, 75, 87-89, 95, 107, 151-152, 158-159, 183, 203, 221, 278, 282-283, 302-303, 351-357, 360-361, 387 Model, 13-14, 18, 88, 159, 221, 302, 352, 357, 360 Portfolio analysis, 13, 151-152, 221, 302, 354 Positioning, 17, 47, 52, 54, 67, 69, 74, 76, 80-82, 84-85, 94-95, 98-99, 105-106, 120, 134, 151-152, 162, 203, 221, 227, 236, 254, 259, 262, 267, 304, 305-310, 311-312, 319, 324-325, 329-330, 332, 364-365, 373-374, 381, 392, 398, 402-403, 407 brand positioning, 95, 306, 310, 329-330, 392 defined, 81, 94, 310 product positioning, 305, 332, 365 strategy for, 236 Positioning statement, 80, 84, 309, 324 Postal services, 380 posture, 322 Potential product, 87 Power, 18, 27, 55, 59-60, 62, 129, 138, 148, 165, 168-173, 189, 194, 198, 201, 204, 216-217, 227, 237, 274, 277, 286, 298, 326, 338, 371, 374, 376, 390-392, 396, 409 Predatory pricing, 368 Premium, 45, 104, 127, 152, 180, 222, 227-229, 235-236, 270-271, 287, 306-307, 316, 326, 330, 365, 369-371, 373, 392 forward, 180 Premiums, 72, 221, 252-253, 302 single, 72, 221, 253, 302 423 Present value, 7-9, 38, 279-280, 329, 415 presentations, 143, 150, 376 electronic, 376 press releases, 150-151, 375 Prestige pricing, 369, 373 Price, 1-7, 18, 21, 43-45, 47, 53-54, 56-57, 63, 65, 67, 69-72, 75-76, 82-87, 89-90, 92-95, 99-102, 104-106, 108, 111, 115, 120, 137-140, 142-143, 146, 148, 152, 156, 169, 172, 176-178, 180-184, 188, 191-192, 194, 200, 203-204, 212, 221-222, 226-227, 229-231, 233-237, 239-241, 244, 246, 249, 252-253, 258-259, 261, 266-267, 270-271, 274, 276, 279-281, 287-288, 297, 302-303, 305-308, 310, 312, 315, 318-320, 325, 329, 331-332, 335, 343-344, 348-350, 358-360, 364-374, 375-376, 378, 382-385, 387, 392, 394-395, 398-399, 402, 404-406, 409-410, 413-414 defined, 1, 4-6, 45, 70, 83, 94, 108, 111, 140, 182, 222, 230, 233, 302-303, 310, 343-344, 376 marketing mix, 2, 47, 53, 67, 69-71, 76, 82, 84-87, 93-94, 99-102, 105-106, 120, 137, 143, 176, 181-182, 253, 261, 266-267, 305, 310, 312, 315, 319-320, 329, 349-350, 364, 366, 373, 398-399, 405-406 marketing strategy and, 176, 349, 364 predatory pricing, 368 price changes, 2, 367 price discrimination, 368 price elasticity, 4, 18, 140 price skimming, 86, 184 promotional pricing, 373 Price bundling, 373 Price changes, 2, 367 Price discrimination, 368 Price elasticity, 4, 18, 140 Price elasticity of demand, Price fixing, 368 Price leadership, 43, 226 Price level, 239, 315 Price lining, 87 Price points, 203-204, 233, 392 Price ratio, 239 Price wars, 172, 184, 236, 249, 358, 368 Price-quality inferences, 378 Prices, 1, 9, 45, 62, 76, 81, 93, 151, 162, 171-172, 177, 183, 188, 190-191, 195, 204, 222, 229, 236-237, 239-240, 244, 252, 257, 259-260, 270, 277, 280-281, 307, 315, 322, 344, 349-350, 358, 364-365, 367-371, 373-374, 384, 391, 394, 397, 409, 416 break-even, 365 custom, 162, 370 demand and, 373 equilibrium, 45, 344 flexible, 229 maximum, 364 minimum, 349, 364, 368 predatory, 368 retail, 1, 260, 368, 391, 394 trade and, 391 Pricing, 9, 23, 92, 94, 152, 162, 182-183, 190, 192, 198, 230, 311, 350, 363-374, 395 deceptive, 368 dynamic, 182, 192, 198, 368 elements of, 183, 230, 350, 364-365, 367, 373 horizontal, 190 new product, 94, 182, 311, 368, 370 objectives, 311, 364-365, 369, 371, 373-374 payment, 9, 373 penetration, 92, 152, 182-183, 365, 369-371 predatory, 368 strategy, 9, 23, 92, 94, 152, 182-183, 190, 192, 230, 311, 364-366, 369-371, 373-374 tactics, 23, 152, 183, 311, 364, 368, 373-374 trial, 371 value, 9, 92, 152, 162, 230, 350, 364, 367, 369-372, 374, 395 vertical, 198, 368 Pricing strategies, 92, 94, 182, 192, 198, 363-374 Primary activities, 70, 161-163, 288 Primary data, 53, 314, 316 Primary market research, 316 Primary research, 399 Principal, 226 Principles, 5, 28, 95, 157, 192, 205, 217, 229, 232, 241, 278, 283, 314, 320, 325, 374, 410 Pro forma financial statements, 99 424 Probability, 111, 116, 130, 246-247, 249, 313, 317 objective, 249 Problem recognition, 135-137, 142, 381 problem solving, 30, 143, 213-214, 408 Process control, 290, 408 Process technologies, 128 Procurement, 52, 114, 146, 162-165, 169, 172, 227, 288-289, 380 Product adoption, 148 Product choice, 141 product design, 70, 162, 227, 288, 290, 337-339 Product development, 21, 46-47, 64-66, 88, 90, 94-95, 100, 102, 127-128, 131, 151-152, 179, 182, 198, 200, 209, 215, 228-229, 244-249, 254, 282, 290, 311, 319, 331-339, 347, 368 marketing strategy, 46-47, 200, 209, 249, 311, 338 Product development and marketing, 254 Product differentiation, 21, 44, 180, 226-227, 231 Product life cycle, 175-185, 336-337, 347, 352-353, 413 Product line, 20, 51, 65, 87, 89, 246, 259 Product management, 339 quality and, 339 Product managers, 98, 372 Product or service, 70, 85, 92, 161, 170, 227, 279, 322, 332, 351, 413 Product placement, 378 Product planning, 90 Product positioning, 305, 332, 365 Product quality, 35, 57, 103, 150, 201-202, 204-205, 232, 249, 276, 287-289, 291, 303, 323, 357, 391 Product specification, 145, 381 Product specifications, 254 Product strategies, 87 Production, 1, 45, 55-57, 68, 75, 89, 92, 102, 110, 124, 156, 161, 163, 170-171, 177-179, 188-192, 193-195, 197-198, 201-202, 204, 214, 217, 222, 227, 232, 254, 256-257, 259, 280, 288, 290, 301, 331-332, 338, 352, 357-358, 365-367, 371, 384, 409 centralized, 163, 195, 222, 254 decentralized, 156, 163 national, 110, 201, 254, 384 Production costs, 110, 331 Production function, 179 Production planning, 384 Productivity, 20, 61, 89, 103, 127, 158 labor, 89, 103 Products, 2-4, 13, 21, 43, 45-47, 51, 53-55, 57, 61, 64-67, 70, 72, 75-76, 80-83, 87-89, 91-92, 94-95, 98, 100, 104-106, 108-111, 116, 120-121, 124, 129-131, 134-142, 150-151, 157, 161, 163, 165, 168-173, 176-178, 180-185, 195, 197-198, 200, 204, 214-215, 220-222, 227, 229-230, 234-237, 239-241, 244-249, 252-259, 262-264, 270-271, 274-275, 277, 279-281, 286-288, 290, 297, 302, 305-308, 310, 312-313, 318-319, 321, 323, 325-326, 331-339, 341-350, 351-361, 364, 369, 371, 373-374, 375-376, 378, 380, 384-386, 387-395, 397, 399-400, 406, 409, 415 attributes of, 43, 87, 178, 184, 229, 275, 305, 348-350 branding, 47, 54, 67, 76, 81, 94-95, 105-106, 306, 310, 312, 321, 323, 325-326 consumer products, 116, 385, 391 defined, 4, 45, 70, 81, 83, 91, 94, 108-111, 121, 140, 170, 182, 215, 222, 230, 302, 310, 334, 337, 342-344, 355, 376 development of, 116, 129, 135, 139, 157, 170, 221-222, 234, 259, 262, 333, 359, 374, 385, 397, 406 industrial products, 400 labeling, 376 levels of, 4, 108, 137, 176, 255-256, 326, 334-335, 351, 391 marketing mix, 2, 47, 53, 67, 70, 76, 80-82, 87, 94, 100, 105-106, 120, 130, 134, 137, 176, 181-182, 253-254, 262, 277, 305, 310, 312, 319, 323, 349-350, 364, 373, 397, 399, 406 packaging, 161, 172, 178, 222, 254, 337, 373 product concept, 331, 333 support services, 70, 248 professionalism, 34 Professionals, 29, 233, 303, 319, 359-360 Profit, 1-7, 9, 42, 57-58, 61, 69-70, 85, 92-93, 99, 103-104, 130, 158, 165, 181, 185, 191, 196, 200-201, 205, 215-216, 223, 234, 248-249, 257, 262, 268, 270-272, 275, 280-281, 286, 324, 331, 353, 357-358, 361, 364-367, 379, 383, 401-405, 412-413 definition of, 42, 324 Profit goal, 365 Profits, 2-3, 5-6, 37, 42-43, 47, 54, 56-57, 61-62, 64-65, 67-68, 76, 81, 88, 90, 93-94, 102-106, 134, 163, 165, 169, 172, 177, 183-185, 200-205, 214, 229, 244, 248-249, 255-257, 270, 273, 278, 279, 312, 335-336, 364-366, 370, 373-374, 382-383, 388, 393, 395, 399, 401, 403-405, 409-413, 415 Project scope, 95 Promotion, 47, 54, 67, 69, 76, 81, 84, 86, 94, 105-106, 115, 129, 143, 184, 203, 214, 274, 305, 312, 315, 318, 324-325, 329, 336, 372, 375-376, 378-386, 396, 406 costs of, 376 marketing mix, 47, 67, 69, 76, 81, 84, 86, 94, 105-106, 143, 305, 312, 315, 329, 406 Promotion mix, 324-325, 376, 380, 382 Promotion strategies, 214 Promotional activities, 259 Promotional pricing, 373 prompting, 259 Property, 8, 65, 71, 198, 255, 322, 330 risks, 255 Property rights, 330 Proposal solicitation, 144-145, 381 proposals, 27, 223, 385 examples of, 385 producing, 27 Prospecting, 143, 145 Funnel, 143 Importance, 145 Protection, 136, 220, 330 Prototype, 332, 334-336, 338 Psychographics, 71 Psychology, 68, 127, 131, 147-148 Public policy, 60, 330 Public relations, 2, 86, 93, 102, 184, 276, 347-348, 366, 372, 376, 378, 382, 401-402, 405 campaign, 378, 382 defined, 376 objectives, 86, 93, 102, 382, 401-402, 405 Publicity, 378, 380 Pull strategy, 91 Purchasing, 71, 111, 142-144, 146, 169-170, 194-195, 201, 203, 227, 264, 266, 274, 277, 316, 367, 379, 385, 391 definition of, 170 Purchasing agents, 143, 146, 379 Purchasing power, 194, 201 purpose, 13, 26-27, 34, 42-43, 51, 59-61, 70, 83, 90, 147, 156-158, 213, 216, 237, 276, 305, 316, 337 defining, 43, 237 general, 13, 34, 43, 60, 316 specific, 13, 27, 34, 42-43, 60, 83, 216, 316 statement of, 26 Q Qualitative research, 131, 317 Quality, 3-4, 18, 31, 34-36, 39, 43, 45, 57, 63, 72, 85, 87, 89, 92, 103, 106, 139, 142, 146, 148, 150-151, 156, 158, 161-163, 169, 171-172, 200-202, 204-205, 212, 221-222, 227-229, 232, 233-237, 239-241, 249, 252-255, 257-259, 265, 269, 276, 279, 283, 287-291, 303, 306-309, 321, 323, 325-327, 330, 339, 343-344, 357, 364-365, 369-374, 378, 384, 391-393, 410, 414 quality control, 162 Quality management, 163, 290-291 Quantity demanded, Quantity discounts, 373 Question marks, 88, 352-353 Quick ratio, 411 quotations, 300 R Radio-frequency identification, 203, 344 RFID, 203, 344 Railroads, 51, 215 Rate of return, 42, 44, 272 Rates, 52, 64, 93, 100-101, 115, 208-210, 245, 282, 315, 352-353, 391, 403 gross, 391 Rating, 150, 237, 239, 280, 317, 334-335 Rational appeals, 384 Rationalization, 65 Ratios, 38, 239, 410-413 Raw materials, 19, 70, 171, 198, 289, 316 Reach, 64, 86, 91, 116, 185, 262, 309, 376-377, 380, 389, 392, 405 Readiness, 63, 71, 103, 136, 381, 383, 403 Real value, 139, 147, 396 Rebates, 275, 373 Receivables, 389, 412 Recession, 52, 114-115, 117, 131, 210, 355 recommendations, 27, 29, 31-33, 63, 104, 137-138, 164, 270, 276, 314, 348, 357, 378 focusing on, 270 Records, 60, 83, 98, 105, 247 Recruitment, 123, 128, 162, 270 Referrals, 104, 270-271, 276, 281 Reform, 117 health care, 117 Regression analysis, 100, 102, 122 Regulation, 171, 209, 369 of investments, 171 Regulations, 52, 114, 144, 208, 253, 262, 368, 374 global, 253, 374 Regulatory environment, 116-117, 208, 296 Reinvestment, 256-257 Relationship marketing, 278 Relationships, 1-4, 6-7, 9, 19, 35, 38, 42-43, 69, 74, 100, 115, 121-123, 127, 135, 140, 147, 200, 202, 204, 223, 248, 256-258, 271-272, 276-278, 279, 281, 283, 289, 308, 318, 323, 326, 349, 355, 365-366, 374, 376, 378, 381, 386, 392, 397, 405, 415 preferences, 123, 308, 318 Relative advantage, 91-92, 150, 182, 349 Relative cost, 19, 161, 191 Religion, 255 Hinduism, 255 Repatriation, 257 Repatriation of profits, 257 reports, 26, 62, 103, 125, 127, 148, 150-151, 316, 348 body of, 26 organizing, 125 types of, 127 Representations, 7, 145, 305, 318 research, 2, 4-5, 12-13, 22, 29, 33, 39, 43, 47, 52-55, 58, 67, 70, 76-77, 81-84, 90, 93-95, 100, 102-106, 110, 120-121, 123-127, 130-131, 134, 137-138, 141-142, 147-148, 162-164, 179, 182, 185, 193, 200, 202-205, 212, 215, 232, 234, 237, 239, 241, 264, 268, 269-270, 277, 288-290, 301, 305, 311-320, 327, 330, 331, 335-339, 344, 358, 366, 382-383, 385-386, 389, 398-402, 405 planning, 12-13, 47, 54, 67, 77, 84, 90, 95, 100, 102-106, 130, 148, 162, 164, 200, 205, 212, 215, 264, 277, 311-312, 317, 327, 330, 386, 398-399 primary, 43, 53, 70, 83, 110, 121, 162-163, 288, 314, 316-317, 385, 399 purpose of, 70, 83, 90, 147, 305 secondary, 53, 83, 239, 288, 316-317, 399 Research and development, 5, 70, 102, 162, 164, 179, 193, 212, 288, 301, 314, 336, 338 cost of, 102, 193 human, 70, 162, 288 Research design, 84 Research objective, 82, 314 research process, 81-82, 314 Resellers, 369 Resources, 15, 27-28, 41-42, 44, 49, 51, 54, 59, 61-62, 70-71, 75, 83, 93, 98, 100-102, 111, 117, 130, 137, 140, 144, 147, 149, 151, 153, 158-159, 162, 164-165, 173, 178, 185, 192, 196, 197-198, 202-203, 205, 212, 213, 215, 217, 221, 223, 227, 232, 241, 245-249, 252-253, 255-260, 268, 269, 272, 275, 277-278, 282-283, 286-293, 298, 300, 304, 310, 318, 320, 329, 331-334, 339, 350, 351, 356, 359, 361, 374, 382-383, 386, 392, 395-396, 397, 399, 401, 406, 411-412, 416 enterprise resource planning (ERP), 246 Responsibility, 30, 39, 60-61, 67-68, 126, 326 Restrictions, 198 Retail stores, 389 Retailers, 52, 54, 57, 63, 65, 129, 171, 181, 183, 234, 247, 305-306, 308, 316, 318, 325, 368-369, 383-384, 387-392, 396 Retailing, 6, 116-117, 232, 234, 288, 330, 368, 391 Retention, 57, 61, 76, 84, 269-278, 279, 382, 410, 413, 415 Return on assets, 401-403 Return on investment, 103, 190-191, 193, 235-236, 382-383 advertising, 193, 382-383 Return on marketing investment, 102, 383 Revenue, 1-5, 9, 61, 94, 103, 140, 266, 271, 280, 329-330, 364-365, 367, 372, 378, 384, 388, 402, 404, 410, 414 marginal, 364 Revenues, 1-3, 6, 9, 38, 42, 44, 53, 62, 82, 93-94, 120, 123, 169, 244, 248, 279-281, 283, 312, 329, 364, 366-367, 371, 383, 391, 397, 399, 405 revision, 409 product, 409 Rewards, 117, 245, 278, 391 RFID, 203, 344 Radio-frequency identification, 203, 344 Risk, 20-22, 30, 50, 61, 83, 89, 91, 99, 137, 140, 142, 145, 151, 159, 164, 183, 212, 227-229, 246-247, 253-257, 264, 298, 300, 313, 322, 345-346, 348-349, 354, 367, 371, 380, 389 asset, 50 business, 30, 50, 61, 89, 99, 140, 151, 159, 164, 183, 212, 227, 229, 246, 253, 257, 264, 298, 300, 313, 354, 380 commercial, 61, 142, 322, 380 enterprise, 246, 264 financial, 21-22, 91, 99, 137, 140, 151, 229, 264, 313, 348-349 market, 20-22, 50, 61, 83, 89, 91, 99, 140, 151, 159, 183, 227, 229, 246-247, 253-257, 264, 298, 313, 345-346, 348-349, 354, 367, 371, 380, 389 objective, 227, 345 operational, 227 personal, 91, 137, 142, 145, 264, 313, 322, 380, 389 political, 300 property, 255, 322 strategic, 20-22, 50, 99, 142, 151, 159, 164, 212, 227-229, 247, 257, 298, 300, 313, 346, 371, 389 subjective, 83 Risk taking, 228-229, 389 Risks, 7, 21, 28, 47, 67, 76, 92, 94, 98-100, 105-106, 111, 129, 158, 211, 252, 255-256, 313, 329, 335, 389-390, 398 patterns of, 129 Risk-taking, 264 Rivalry, 55, 168-170, 172-173, 177, 183, 185, 204, 286, 302 ROE, 412 Role, 30, 33, 39, 41, 52, 60, 95, 98, 122, 129, 134, 142, 146-147, 205, 229, 235-236, 296, 311, 314, 322, 333, 338, 347, 350, 355, 369, 386, 388 managerial, 30, 39, 122, 147, 205, 314, 369 Rules of thumb, 139 S Salaries, Salary, 188 Sales, 1-6, 9, 23, 27, 35, 37, 43, 45, 52, 55-57, 63-66, 70, 75, 83-84, 86, 89, 91, 93-94, 98-103, 105, 110-111, 115, 124, 129, 143-148, 151-152, 162-164, 169-170, 177-178, 180, 184-185, 191-192, 193-195, 199-200, 203-204, 214, 228-229, 244-246, 248-249, 254-256, 261, 275, 280-283, 288-289, 291, 311, 313, 317-320, 325-326, 328-329, 331-332, 335-336, 344-345, 347-350, 352-353, 358, 360, 364-369, 371-373, 375-376, 378-386, 387-389, 391-396, 397-405, 409, 411-415 Sales and marketing, 336 Sales force, 84, 86, 100, 110, 143, 151-152, 163, 280, 347, 360, 365, 382-383, 399-401 motivating, 401 overview, 399 selling process, 143 Sales leads, 382 Sales management, 147-148, 152, 162, 386 Leadership, 152 Structure, 148 sales messages, 348 Sales objectives, 64, 103, 401, 403 Sales offices, 387 Sales orientation, 214 Sales potential, 415 Sales records, 83 Salespeople, 92, 129, 138, 276, 282, 391, 398-399, 415 Samples, 83, 91, 127, 280, 316-317, 378 Sampling, 130, 314, 372, 377 SAP, 266 Satisfactions, 216 Saving, 126, 222, 369 SBUs, 75, 87-88, 151, 351-353, 356 strategic business units, 75, 87, 151, 351-352 Scale economies, 67, 194, 252-255, 336 franchising, 255 improving, 336 Scanning, 54, 74, 298 Scarcity, 373, 389 scope, 43-44, 51, 57, 61, 65, 67, 72-73, 76, 87-88, 95, 110, 162, 170, 181-182, 197-198, 209, 212, 216, 220-222, 225-232, 304, 308, 330, 344, 354 SEA, 156, 189 Seasonal discounts, 373 Secondary data, 316 Secondary market research, 239 Secondary research, 399 Securities, 289 Security, 51, 71, 136, 158, 266 Segment profiles, 16, 262, 264, 301 Segmentation, 12, 15, 21, 47, 52-54, 67, 69-76, 81-83, 94, 99, 105-106, 120, 137, 148, 152, 162, 178, 184, 221, 230, 261-264, 266-268, 275, 297, 301, 310, 312, 315, 345, 356, 394 age, 52, 71-72, 148, 263-264 behavioral, 263-264, 266-267, 301 business-to-business markets, 71, 264 consumer markets, 264 defined, 70, 81, 83, 94, 230, 310 family life cycle, 263 gender, 263 psychographics, 71 Selection, 92, 129, 143-145, 162, 237, 239, 292-293, 301-302, 304, 326, 332, 334, 338, 360, 381, 410, 415-416 Selective distribution, 373 Self-actualization, 71, 136, 215-216 Self-esteem, 71, 126-127, 157 Sellers, 148, 321, 396 Sensitivity, 2-4, 39, 101, 142, 237, 239-241, 267, 365, 370-371 sentences, 309 September 11, 2001, 124 Service encounter, 142 Service mark, 322 Service provider, 394 Service retailers, 181 Services, 12-13, 21, 35, 51, 63, 70, 80-81, 85, 87, 92, 104, 106, 108-109, 116, 126, 140-141, 150, 156, 158-159, 168, 170, 172, 184-185, 194, 204, 214, 220-221, 234, 236, 239, 246, 248, 252, 262-263, 278, 281, 283, 310, 330, 337, 380, 382, 387-391, 395 attributes of, 87, 184 branding, 81, 85, 106, 310, 330 defined, 70, 81, 108-109, 140, 170, 310, 337 differentiation, 21, 172, 184, 220, 236, 246, 248, 252 international markets, 263, 380 levels of, 108, 156, 391 Servicescape, 337 SERVQUAL, 232, 330 Shareholder, 60-61, 68, 244, 283, 411 Shareholders, 60-62, 244, 411, 413 shipping, 92, 116, 245 Ships, 388 Shrinkage, 389-390 Signaling, 368 SIMPLE, 3-4, 7, 33, 36-37, 42, 63, 91, 93, 99, 130, 148, 193, 202, 220, 236, 244, 253-254, 261, 279, 290, 307, 316, 324, 338, 349, 367, 371, 373 Single market, 230, 402 Situation analysis, 49 Size, 12-16, 18-19, 50, 71-72, 75, 83, 98, 108, 134, 169, 171-172, 193-195, 197, 226, 230, 237, 425 249, 261-264, 266, 272, 282-283, 301-303, 308, 314-317, 332, 335, 349, 352, 354-355, 357-359, 380, 390, 399, 404, 411 of competition, 19, 108, 226, 230 Skilled labor, 252 Skills, 19, 34, 41, 51, 80, 92, 226-228, 231, 247, 264, 266, 288, 290-291, 400 skimming, 86, 92, 182, 184, 350, 365, 369-371 Skimming strategy, 92, 365, 370 Sloan School of Management, 185 Slogans, 159, 322 Slope, 140, 188, 239, 370 Small and medium-sized companies, 246 Small business, 266, 268 SOAP, 171 Social class, 52, 115, 143 international markets, 115 Social factors, 143 Social needs, 61, 71, 136, 215 social networks, 216, 347 business, 216 Social responsibility, 60-61, 67-68, 326 marketing research, 67 Social status, 178, 263 Socialism, 350 Societies, 130 Society, 61, 68, 95, 115-116, 130, 263, 373 summary, 130 software, 156, 171, 246, 259, 264, 266, 277, 366, 371, 387-388 purchasing, 264, 266, 277 Sourcing, 162-163, 264 Soviet Union, 321 Specialization, 72, 152, 170, 190, 194-195, 227, 266, 302, 380 Specialized knowledge, 346 Specialty stores, 183, 393 Speculation, 124 speeches, 150 spelling, 103, 379 Sponsorships, 324-325 Stakeholders, 61-62, 220, 289 Standardization, 115, 117, 204, 227, 254-256, 264 advertising, 254 statistics, 135, 140, 249 Status, 71, 126, 137, 141, 178, 216, 263-264, 266, 309, 373 culture and, 216 Status quo, 126, 141 Stock, 46, 57, 63-64, 103, 161, 214-215, 244, 278, 383, 395, 413 Store brands, 171 Stories, 378 Straight rebuy, 145 Strategic alliances, 221 Strategic business units, 75, 87, 151, 198, 235, 351-352, 360 SBUs, 75, 87, 151, 351-352 Strategic business units (SBUs), 75, 351 Strategic group, 237 Strategic issues, 84-85, 213, 389 Strategic management, 29, 31, 35, 60, 68, 77, 158, 165, 185, 192, 196, 198, 217, 223, 232, 286, 290, 292-293, 315, 338, 355, 361, 406, 416 definition of, 355 strategic objectives, 149, 185, 203, 304, 379, 382, 399-401, 405 Strategic options, 152 cost leadership, 152 differentiation, 152 Strategic planning, 1, 47, 50, 66, 74, 77, 85, 88, 95, 99, 129, 164, 200, 205, 215, 247, 304, 311-312, 317, 361, 374, 399, 408 marketing analysis, 47, 66 marketing implementation, 408 marketing planning, 317 new products, 88, 129, 215, 247, 312 process overview, 47 Strategies, 6, 13-14, 18, 21, 29, 38, 41, 43-45, 47-48, 49, 51-52, 55-56, 59-60, 62-66, 71-72, 76, 80-81, 84, 87-88, 91-94, 103, 115-117, 120-121, 136, 143, 147, 149, 151-153, 156, 173, 176, 181-185, 192, 195, 198, 200-201, 203-205, 209-211, 213-214, 221-222, 225-232, 233-237, 239-241, 243-249, 251-260, 261, 269-270, 274-275, 277-278, 282-283, 286-287, 289, 292, 296, 298, 300, 301, 325, 336, 338, 343, 349-350, 354, 357, 360, 363-374, 381, 383, 388-389, 397, 426 400-401, 404, 407-408, 410 competitive, 13-14, 18, 43-44, 47-48, 51, 55-56, 59, 62-63, 76, 81, 87, 92-94, 120, 149, 151-153, 156, 173, 181-185, 200-201, 204, 209-211, 214, 221, 226-227, 229-232, 236-237, 241, 246, 248, 252, 260, 277, 286-287, 289, 292, 298, 300, 301, 357, 360, 364, 368, 373, 410 corporate, 51, 60, 63, 156, 173, 198, 203, 213, 222, 232, 260, 300, 325, 336, 397, 404 functional, 151, 156, 211, 213, 222, 228-229, 325, 338 Strategy, 1-9, 18, 21-23, 26, 28, 29-31, 35, 37-39, 41-48, 49-50, 52-53, 55-58, 59-60, 62-64, 66-67, 69-77, 80-82, 84-85, 91-95, 98-99, 102-103, 105-106, 111, 114-115, 117, 120-121, 130-131, 136, 141, 149, 151-152, 156, 158-160, 165, 168-169, 171-173, 176, 181-184, 190, 192, 199-205, 209-212, 214-215, 219-223, 226, 228-232, 233-237, 240-241, 245-247, 249, 252-260, 261, 264, 266-267, 274-275, 277, 286-287, 290, 292-293, 296, 298-300, 302, 305, 309, 311-312, 315, 320, 324, 329, 332, 335, 337-338, 342, 349, 353, 356, 361, 364-366, 369-371, 373-374, 375, 378, 381-383, 386, 387-388, 392, 394, 396, 397-398, 400-401, 403-404, 406, 407-410, 413, 415-416 combination, 93, 230-231, 235, 240, 252-253, 255, 309, 315, 337, 381 corporate social responsibility, 60, 67 CSR, 60 defined, 1, 4-6, 31, 45, 50, 58, 60, 70, 81, 91, 94, 111, 121, 182, 201, 215, 222, 230, 233, 302, 337, 342 differentiation, 18, 21, 43-44, 93, 152, 172, 181-184, 220, 222, 226, 228-231, 235-236, 246, 252, 305, 309, 369-371, 373 focus, 21, 28, 37, 42, 44, 48, 50, 52, 60, 63, 66, 72, 75-76, 80, 82, 91, 98, 111, 115, 130, 151, 165, 182, 199, 203, 214-215, 220, 229-232, 237, 252, 261, 302, 311, 315, 338, 382-383, 410, 415-416 global, 43, 72-73, 115, 117, 201, 212, 230, 253-255, 259, 329, 374, 383 multinational, 115, 117, 253-255 pull, 8, 91-92, 383 push, 91-92, 102, 383 retrenchment, 249 Stress, 181 Students, 29-31, 33-34, 39, 124, 129, 303, 360, 378, 386, 388 Subgroups, 70, 116 Subsidiaries, 253-256 multinational strategy, 253-255 Subsidies, 52, 114 Substitute products or services, 168 Substitution, 19, 107-108, 111, 169, 172-173, 292, 371, 409 Success, 28, 33, 35, 41, 61-62, 90, 95, 99, 111, 116, 131, 147, 150, 156, 159, 162, 165, 184, 199, 203-204, 215, 217, 223, 235-236, 245-249, 271, 286-289, 292-293, 303-304, 315, 328-329, 333-335, 337-339, 347, 370, 373, 375, 401, 410, 415 summarizing, 31, 181 Sunk costs, 141 Supermarkets, 239 Supply, 21, 51, 107, 110-111, 130, 145, 198, 212, 214, 234, 257, 278, 350, 388-389, 394-395 Supply chain, 130, 198, 234, 257, 278, 388 Support, 19, 22-23, 27, 31, 33, 37, 70, 81, 84-86, 92, 98-99, 102, 124, 126, 151, 157-158, 162, 183-184, 217, 220, 222, 229, 248, 254, 270, 277, 280, 293, 313, 317, 325-326, 349-350, 365, 367, 376, 380, 389, 391-394 support activities, 102, 162 Surplus, 353 consumer, 353 Survey research, 382 surveys, 83, 105, 122, 127, 150, 317-318, 333, 399-400 Sustainability, 60, 68, 337 Switzerland, 254, 307 SWOT analysis, 18, 37-38, 74, 76, 221, 295-300 Synergy, 197-198 system, 3, 19, 35, 46, 55, 61, 63, 91-92, 101, 116, 128-129, 163, 200, 203, 222, 229, 236, 256-257, 266, 274, 290-291, 327, 335, 368, 373, 393-394 systems analysis, 192 T Tables, 229, 263, 314 Tangible products, 387 Target costing, 401 Target market, 43, 168, 220, 231, 237, 241, 302, 304, 305, 332, 334, 345, 360, 379-380, 403, 405 Target marketing, 72 differentiated marketing, 72 Tattoos, 129 Taxes, 168, 235-236, 316, 364, 372, 402-403, 411-413 consumption, 316 corporate, 403 income, 411-413 sales, 364, 372, 402-403, 411-413 teams, 143, 146, 212, 213, 228-229, 290, 336, 380, 385 effective, 212, 336, 380, 385 roles in, 143 types of, 143, 380 Teamwork, 151 Technological advances, 318 Technological progress, 52, 116 Technology, 19, 52-53, 70, 75, 84-85, 90, 92, 110, 116-117, 121, 124, 128-129, 162, 169, 176, 178-179, 182-185, 189-190, 192, 194-195, 197, 215, 227, 246, 252-253, 256-258, 260, 264, 266, 275, 277, 288-291, 296-297, 303, 319, 323, 329-330, 332-333, 336-337, 339, 342, 345, 348-350, 355, 387-388, 390, 393, 395-396, 409 advances in, 116-117, 178, 336, 387 Technology management, 339 Teens, 91 Telecommunications, 116, 193 infrastructure, 116 Telemarketing, 376 telephone, 116, 140, 371, 389 Television advertising, 52, 114, 378 product placement, 378 public relations, 378 Tenure, 270 Termination, 257 Terminology, 311 Terms of trade, 391 Territory, 69, 81 The Economist, 117, 148, 260, 329, 374 The New Yorker, 58, 130, 205, 374 Theft, 390 Third-party logistics, 391 Threats, 13, 18-19, 29-31, 37-38, 74, 107, 114, 117, 212, 220, 296-300, 388, 408 Time value of money, 7, 9, 329 Time-series analysis, 100, 399-400 Timing, 28, 93, 152, 252, 260, 336 Total assets, 411-412 Total cost, 5, 189, 193-194, 266, 380, 404 Total costs, 1, 3-5, 94, 414 Total revenue, 1-2, 4-5 Tourism, 264, 268 Trade, 31-32, 39, 86, 92, 102, 115-117, 129, 137, 147, 151-152, 157, 172, 181, 183, 255, 318-319, 321-322, 330, 334, 343, 367, 369, 376, 378, 383-384, 391, 394-395, 400 Trade associations, 400 Trade dress, 322 Trade liberalization, 115 Trade promotion, 384 Trade promotions, 102, 183, 383-384 Trade selling, 86 Trade shows, 151-152 Trademark, 255-256, 306, 309, 321-322, 330 Trademarks, 322-323, 330 Trade-offs, 31-32, 137, 319, 334, 343, 367, 369, 378 Trade-Related Aspects of Intellectual Property, 330 Trade-Related Aspects of Intellectual Property Rights, 330 Training, 85, 92, 102, 140, 162, 209, 257, 275, 289, 349, 378, 380, 389 Transactions, 54, 134, 143, 271, 279, 390, 393 Transfers, 388 Transnational strategy, 253, 255 Transparency, 236, 387 Transportation, 50-51, 137, 161, 195, 197-198, 216, 222, 231, 392, 404 costs, 195, 197-198, 222, 392, 404 networks, 216 Transportation costs, 195, 222 Treaties, 115 Trends, 13, 16, 18, 35, 49, 53-54, 56, 58, 60, 66-67, 82, 116-117, 119-131, 147, 208, 291, 296, 298, 311-312, 330, 339, 355, 360, 399 Trialability, 349 Triple bottom line, 60, 62, 68 Trucks, 216, 230 Trust, 130, 157, 198, 246, 289, 313, 356, 378 Turnover, 222, 245, 412 U Unaided recall, 327 underscores, 2, 58 Undifferentiated marketing, 152, 301-302 Unemployment, 52, 115 Unique selling proposition, 309, 331-332, 334 United Kingdom, 253 United States, 114, 116-117, 124, 162, 168, 193, 201, 245, 255, 259, 261-262, 313, 318, 330, 368-369, 373, 378, 384, 390 Universities, 336 Up-selling, 274 Upstream, 391 U.S, 194, 201, 257-258, 278, 316, 330, 374, 386, 409 U.S., 194, 201, 257-258, 278, 330, 374, 386, 409 U.S dollar, 409 U.S law, 330 Utility, 36, 334, 349 V Validity, 122 Value, 1, 3, 5-9, 20, 26, 29, 35, 38-39, 41-43, 45, 51, 53-54, 57, 60-61, 64-65, 67-68, 69-72, 74, 76, 83-85, 87, 89-90, 92-93, 99, 103, 106, 121-122, 124-126, 130, 134, 136, 139-145, 147-148, 151-152, 156-158, 161-165, 169-171, 180, 184, 189, 199, 202, 215, 217, 221-222, 226, 228-230, 232, 233-237, 239-241, 244, 248, 252-253, 260, 261, 267, 270-273, 276-278, 279-283, 287-289, 291, 298-299, 302, 304, 306-307, 309-310, 316, 319, 322, 324-325, 327-330, 331-334, 337, 342-344, 350, 364, 367, 369-372, 374, 375, 381-384, 387-390, 393, 395-396, 403, 410-415 building, 57, 64, 67, 84, 87, 136, 142, 184, 202, 248, 267, 271, 324-325, 327-330, 369, 372, 382-384, 396 defined, 1, 5-6, 45, 60, 70, 83, 121, 140, 170, 189, 215, 222, 230, 233, 302, 310, 334, 337, 342-344 marketing and, 54, 64, 70, 90, 140, 162, 226, 288, 332, 350, 390 of marketing, 29, 35, 39, 41, 43, 57, 64, 70, 83, 85, 124, 147-148, 165, 217, 232, 241, 267, 271, 278, 282-283, 329-330, 374, 375, 413 Value added, 103, 189, 199, 403 Value chain, 1, 51, 67, 70, 99, 124-125, 140-141, 161-165, 170-171, 221-222, 226, 248, 288-289, 291 definition of, 170 Value chains, 125, 140, 165, 298 Value marketing, 279 Value pricing, 230 Value proposition, 69, 234, 261, 304, 375, 381 Value-added, 65, 230, 389-390 Customer service, 390 Product, 65, 230, 389-390 Selling, 65, 389-390 Value-based pricing, 374 Variability, 18 Variable costs, 1-6, 93-95, 102, 329, 364-367, 404-405 Variables, 3, 38, 52, 63, 70-71, 83-84, 88, 94, 100, 103, 115, 122, 202, 208, 262-264, 266-267, 315, 318, 323, 355-357, 360 Variance, 122, 137 Venture capitalists, 223 Vertical integration, 198, 227, 247, 391 virtual communities, 131 Vision, 50, 59-60, 67, 99, 102, 111, 150-151, 156-160, 201, 220, 222-223, 332, 335, 397-398, 401, 403, 406 Visualize, 56 VoIP, 371 Volume, 1-2, 4, 6, 38, 56-57, 63, 92-93, 101, 115, 162, 170-171, 183, 185, 190-191, 193-195, 197, 199, 227, 229, 244, 271, 282, 317, 326, 331-332, 335-336, 352-353, 358, 365-367, 371-373, 376, 384, 389, 401-405, 410, 413-415 of international trade, 115 Volumes, 194, 280 W Wall Street Journal, 106, 260, 275, 278, 320 War, 115, 149, 153, 227, 257, 259, 368, 374 Warehousing, 161, 395 Warranties, 85, 87, 348, 389 Water, 84, 107, 116, 127, 168, 201, 216, 245, 269-270, 371, 394 Weaknesses, 13, 18, 20, 35, 37-38, 51, 62-63, 70, 74, 89, 99, 149-151, 153, 163-164, 173, 258-259, 287-288, 292-293, 296-300, 335, 356, 376, 399, 408 Wealth, 115, 122, 213, 329 Web, 86, 128, 149, 157, 203, 274, 335, 337, 339, 347, 378, 388 Web 2.0, 347 Web site, 203, 274, 337, 339 design, 337, 339 Web sites, 86, 128, 378 websites, 138 white space, 305 Wholesalers, 383, 387, 392 trade promotions, 383 Wiki, 192 Wisdom of crowds, 130 Women, 276, 302, 305-306, 309-310, 335 Won, 42, 76, 80, 83, 123, 178, 257 word of mouth, 91, 136, 142, 183, 276, 348, 350, 378 Work, 8, 13, 27-28, 31, 33-34, 55, 58, 76, 91, 99, 125, 128, 131, 156, 158, 164-165, 181, 192, 196, 211, 217, 228, 240-241, 257, 265-266, 274, 282, 304, 325, 372, 388, 396 Workers, 60-61, 194-195 Working capital, 19, 411-412 World, 3, 26, 29-31, 33, 35, 39, 43, 55, 68, 77, 80, 84, 91, 100, 115-117, 124, 130, 141, 153, 156, 158, 160, 178, 181, 193-194, 208, 212, 215, 230-232, 234, 236, 248, 255, 260, 261, 302, 309, 313, 319, 330, 331, 342, 368, 373, 378, 380, 384, 386 World Trade Organization, 330 World War, 115 writing process, 27 WWW, 58, 95, 117, 131, 148, 157, 159-160, 260, 268, 329-330, 335, 374, 386, 396 427 428 ... computations 10 APPENDIX Strategic Marketing Plan Exercise From Appendix B of Strategic Marketing, 1/e Todd A Mooradian Kurt Matzler Lawrence J Ring Copyright © 2012 by Pearson Education Published... used in strategic marketing decision making 23 24 APPENDIX The One-Page Memo From Appendix C of Strategic Marketing, 1/e Todd A Mooradian Kurt Matzler Lawrence J Ring Copyright © 2012 by Pearson. .. much as is possible) Like strategic marketing management in From Appendix D of Strategic Marketing, 1/e Todd A Mooradian Kurt Matzler Lawrence J Ring Copyright © 2012 by Pearson Education Published