TITLE : FAST FORWARD MBA IN MARKETING, THE.

 
CONTENTS
 
PREFACE  x
 
INTRODUCTION- THE MARKETING CONCEPT AND THE MARKETING MIX  1
 
"Inside Out" versus "Outside in"  3
Fast Forward to the Real World  5
 
CHAPTER 1-PRODUCT  33
 
Design  35
Product Life Cycle  35
Product Development  35
Product Introduction  39
Growth  41
Maturity and Decline  48
Criticism of the Product-Life-Cycle Model  49
Brands  50
Packaging  52
 
CHAPTER 2-PRICE  55
 
Cost-Based Pricing Strategies  55
Value-Based Pricing  56
Competition-Based Pricing  57
Sealed-Bid Pricing  57
Pricing and the Product Life Cycle  57
Other Pricing Strategies  58
Transactions  59
Fast Forward to the Real World  63
 
CHAPTER 3-PLACE  69
 
Vertical Integration versus Outsourcing  70
Intermediaries  71
Distribution Channels  72
Vertical Marketing Systems (VMS)  73
Horizontal Marketing Systems (HMS)  73
Channel Design  74
Distribution Strategy  75
Legal Factors  75
Retailing  77
Physical Distribution  79
Fast Forward to the Real World  81
 
CHAPTER 4-PROMOTION  87
 
The Battle for Customers' Minds  88
Promotion Mix  89
Advertising: The Textbook Nuts and Bolts  89
Personal Selling  91
Sales Promotion  92
Public Relations  92
Types of Messages  93
Cost and the Promotional Mix  94
Factors Used to Set the Promotion Mix  95
Mass Media: The Not-So-New Frontier  96
Direct Marketing  97
Databases  100
Fast Forward to the Real World  102
 
CHAPTER 5-CUSTOMERS  143
 
Customer Behavior  144
Market Research  150
The Research Project  151
Forecasting  156
Marketing and People  159
Individual Influences on Buying Behavior  162
The One-to-One Future  164
A Note on Privacy  167
Fast Forward to the Real World  169
 
CHAPTER 6-ACTION MARKETING  211
 
Aggregation  211
Segmentation  211
To Segment or Not to Segment?  213
Bases for Segmentation  215
Behavioral Bases far Segmentation  216
Segmentation as a Process  218
Market Targeting  218
Product Positioning  219
Steps Coward Developing a Positioning Strategy  220
Fast Forward to the Real World  223
 
APPENDIX HANDBOOK OF ELECTRONIC MARKETING  225
 
NOTES  245
 
GLOSSARY  249
 
INDEX  273