TITLE : BASIC MARKETING: A MANAGERIAL APPROACH. 9TH ED.

Contents
 
CHAPTER 1
MarKeting's Role in Soofety, 2
 
Marketing-What's It All About? 3
How Marketing Relates to Production, 5
Marketing Is Important to You, 6
How Should We Define Marketing? 8
Micro-Marketing Defined, 8
The Focus of This Text-Management-Oriented Micro-Marketing, 10
Macro-Marketing Defined, 10
Every Society Needs an Economic System, 11
How Economic Decisions Are Made, 11
All Economies Need Macro-Marketing Systems, 13
The Role of Markggg in Economic Development, Can Mass Production
Satisfy a Society's Consumption Needs? 17
Who Performs Marketing Functions? 19
How Well Does Our Macro-Marketing System Work? 21
 
Chapter 2
Marketing's Role within the firm, 24
Marketing's Role Has Changed a Lot over the Years, 26
What Does the Marketing Concept Mean? 28
Adoption of the Marketing Concept Has Not Been Easy or Universal, 31
The Management Job in Marketing, 34
What Is Marketing Strategy Planning? 35
Selecting a Market-Oriented Strategy Is Target Marketing, 36
Developing Marketing Mixes for Target Markets, 37
The Marketing Plan Is a Guide to Implementation and Control, 42
The Importance of Marketing Strategy Planning, 45
Strategy Planning Doesn't Take Place in a Vacuum, 47
Market-Oriented Strategy Planning Helps Non Marketing People, Too, 48
 
Appendix A
Economics Fundamentals, 50
Products and Markets as Seent Customers and Potential Customers, 5)'
Markets as Seen by Suppliers, 56
Demand and Supply Interact to DeZermine the Size of the Market and
Price Level, 59
Demand and Supply Help Us Understand the Nature of Competition, 60
 
Chapter 3
Finding Target Market Opportunitis Market Segmentation, 62
What Are Attractive Opportunities? 63
Types of Opportunities to Pursue, 65
Search for Opportunities Can Begin by Understanding Markets, 67
Naming Product-Markets and Generic Markets, 70
Market Segmentation Defines Possible Target Markets, 72
What Dimensions Are Used to Segment Markets? 80
A Seven-Step Approach to Segmenting Consumer Product-Markets, 83
Seven-Step Approach Applies in Industrial Markets, Too, 87
More Sophisticated Techniques May Help in Segmenting, 88
 
Chapter 4
Evaluating Opportunities in Uncrontrollable environments, 94
The Uncontrollable Environment, 96
Objectives Should Set Firm's Course," 96
Company Resources May Limit Search for Opportunities, 99
The Competitive Environment, 101
Economic Environment, 106
Technological Environment, Political Environment, 108
Legal Environment, 109
Cultural and Social Environment, L13
How to Evaluate Opportunities, Planning Grids Help Evaluate a
Portfolio of Opportunities, 117
Multi-Product Firms Have a Difficsit Strategy Planning Job, 118
 
Chapter 5
Getting Information for Marketing Decisions 122
Marketing Managers Need Information, 124
Marketing Information Systems Can Help, 124
What Is Marketing Research? 127
The Scientific Method and Marketing Research, 128
Five-Step Approach to Marketing Research, 129
Defining the Problem-Step 1, 130
Analyzing the Situation-Step 2, 131
Getting Problem-Specific Data-Step 3, 135
Interpreting the Data-Step 4, 140
Solving the Problem-Step 5, 143
How Much Information Do You Need? 143
 
Chapter 6
Demographic Dimensions of the U.S. Consumer Market,  146
Population-People with Money Make Markets, 148
Income-People with Money Make Markets, 156
Consumer Spending Patterns Are Related to Population and Income, 159
Expenditure Patterns Vary with Other Measurable Factors, 162
 
Chapter 7
Behavioral Dimensions of the Consumer Market, 168
Consumer Behavior-Why Do They buy What They Buy? 169
The Behavioral Sciences Help Understand Buying Process, 1 70
Psychological Influences within an Individual, 172
Social Influences Affect Consumer Behavior, 180
Individuals Are Affected by the Purchase Situation, 184
Consumers Use Problem-Solving Processes, 185
Several Processes Are Related and Relevant to Strategy Planning, 189
 
Chapter 8
Industrial and Intermediate Customers and their Buying Behavior, 192
Intermediate Customers-A Big Opportunity, 194
Intermediate Customers Are Different, 194
Manufacturers Are Important Customers, 195
Buyers Are Problem Solvers, 198	
Basic Methods and Practices in Industrial Buying, 203
Producers of Services-Smaller and More Spread Out, 207
Retailers and Wholesalers Buy for Their Customers, 208
The Government Market, 211
 
Chapter 9
Elements of Product Planning, 216
What Is a Product? 218
Differences in Goods and Services, 219
Whole Product Lines Must Be Developed, Too, 221
Prorl,uct Classes Help Plan Marketing Strategies, 221
Consumer Product Classes, 222
Convenience Products-Purchased Quickly with Little Effort, 223
Shopping Products-Are Compared, 224
Specialty Products-No Substitutes Please! 225
Unsought Products-Need Promotion, 226
One Product May Be Seen as Several Consumer Products, 226
Industrial Products Are Different, 227
Industrial Product Classes-How They Are Defined, 228
Installations-Major Capital Items, 228
Accessories-important but Short-Lived Capitalt Items, 230
Raw MaterW-Farm and Natural Products Are Expense Items, 230
Components-Important Expense Items, 231
Supplies-Supppelaintenance, Repair, and Operations, 233
Professional Services-Pay to Get It Done, 234
Product Classes and Marketing Mixes Are Related, 235
Branding Needs a Strategy Decision, Too, 235
Branding-Why It Developed, 236
Conditions Favorable to Branding, 237
Achieving Brand Familiarity Is Not Easy, 238
Protecting Brand Names and Trademarks, 239
What Kind of Brand to Use? 240
Who Should Do the Branding? 241
The Strategic Importance of Packaging, 243
What Is Socially Responsible Packaging? 244
Warranties Are Important, Too, 246
 
Chapter 10
Product Management and New-Product Development, 250
Management of Product over Their Life cycles, 251
Produot Life Cycles Vary in Length, 254
Product Life Cycles Should Be Related to Specific Markets, 258
Planning for Different Stages of the Product Life Cycle, 259
New-Product Planning, 263
An Organized New-Product Development Process Is Critical, 264
New-Product Development: A Total Company Effort, 272
Need for Product Managers, 273
 
Chapter 11
Place and Detwelopanent of Channel Systems, 276	
"Ideal" Place Objectives Suggested by Product Classes, 279
Discrepancies Require Channel Specialists, 279
Direct Channel Systems May Be Best, Sometimes, 283
Indirect Channels May Be Best, Sometimes, 284
The Best Channel System Should Achieve Market Exposure, 286
Channel Systems Can Be Complex, 290
How to Recruit Middlemen, 292
Channels Must Be Managed, 293
 
Chapter 12
Retailing, 298
Planning a Retailer's Strategy, 300
Types of Retailers and the Nature of Their Offerings, 302
Conventional Retailers-Try to Avoid Price Competition, 303
Expand Assortment and Service-To Comp a High Price, 303
Evolution of Mass-Merchandising Retailers, Some Retailers Focus on
Added Convenience, 309
Retailing Types Are Explained by Consumer Needs Filled, 311
Why Retailers Evolve and Change, 312
Retailer Size and Profits, 315
Location of Retail Facilities, 319
What Does the Future Look Like? 320
 
Chapter 13
Wholesaling, 324
What Is a Wholesaler? 326
Possible Wholesaling Functions, 326
Kinds and Costs of Available Wholesalers,
Merchant Wholesalers Are the Most Numerous, 330
Agent Middlemen Are Strong on Selling, 334
Manufacturers' Sales Branches Provide Wholesaling Functions, Too, 337
Other Specialized Middlemen-Facilitators-Unique Roles, 338
Wholesalers Tend to Concentrate Together, Comeback and Future of
Wholesalers, 340
 
Chapter 14
Physical Distribution, 344
Physical Distribution Gets It to Customers, Deciding Who Will Haul and
Store Is Strategic, 347
The Transporting Function-Adds Vatue, 349
Five Modes of Transportation Carry the Load, 350
Which Transporting Alternative Is Best? 351
Economies of Scale in Transporting, 355
The Storing Function, 356
Specialized Storing Facilities Can Be Very Helpful, 357
The Distribution Center-A Different Kind of Warehouse, 359
Physical Distribution Concept Focuses on the Whole Distribution
System, 360
Future Physical Distribution Problems and Opportunities, 362
 
Chapter 15
Promotion-Introductfon, 366
Several Promotion Methods Are Available, 368
Which Methods to Use Depends on Promotion Objectives, 370
Promotion Requires Effective Communication, 372
Adoption Processes Can Guide Promotion Planning, 374
Good Communication Varies Promotion Blends along Adoption Curve, 376
May Need a Different Blend for Each Product-Market Segment, 379
Factors Affecting the Selection of a Promotion Blend, 380
How Typical Promotion Budgets Are Blended, 386
Someone Must Plan and Manage the Promotion Blend, 387
Sales Promotion: Do Something Different to Stimulate Change, 389
 
Chapter 16
Personal Selling, 394
The Importance and Role of Personal Selling, 396
What Kinds of Personal Selling Are Needed? 398
Order Getters Develop New Business, 399
Order Takers-Keep the Business Coming, 402
Supporting Sales Force-Informs and Promotes in the Channel, 404
The Right Structure Helps Assign Responsibility, 406
Sound Selection and Training to Build a Sales Force, 408
Compensating and Motivating Salespeople, 410
Personal Selling Techniques-Prospecting and Presenting, 413
 
Chapter 17
Mass Selling, 420
The Importance of Advertising, 422
Advertising Objectives Are Set by Marketing Strategy, 424
Objectives Determine the Kinds of Advertising Needed, 425
Coordinating Advertising Efforts, 428
Choosing the "Best" Medium-How to Deliver the Message, 430
Planning the "Best" Message-What Is to Be Communicated, 434
Advertising Agencies Often Do the Work, 436
Measuring Advertising Effectiveness Is Not Easy, 439
How to Avoid Unfair Advertising, 440
 
Chapter 18
Pricing Objectives and Policies, 444
Price Has Many Dimensions, 445
Pricing Objectives Should Guide Pricing, 447
Profit-Oriented Objectives, 448
Sales-Oriented Objectives, 449
Status Quo Pricing Objectives, 451
Most Firms Set Specific Pricing Policies-To Reach Objectives, 451
Price Flexibility Policies, 452
Price Level Policies-Over the Product Life Cycle, 453
Most Price Structures Are Built around List Prices, 455
Discount Policies-Reductions from List Prices, 456
Allowance Policies-Off List Prices, 459
Some Customers Get Extra Somethings, 460
List Price May Depend on Geographic Pricing Policies, 461
Legality of Pricing Policies, 463
 
Appendix B
Marketing Arithmetic, 469
The Operating Statement, 469
Detailed Analysis Sections of the Operating Statement, 473
Computing with Stockturn Rate, 474
Operating Ratio Help Analysis the Business, 476
Markdown Ratios Help Control Retail Operations, 478
Return on investment (ROI) Reflects Assets Use,  479
 
Chapter 19
Price Setting for the Real World, 482
Pricing by Wholesalers and Retailers, 483
Pricing by Producers, 486
Average-Cost Pricing ls Common and Dangerous, 487
Marketing Manager Must Consider Various Kinds of Costs, 488
Some Firms Add a Target Return to Cost,  492
Break-Even Analysis Can Evaluate Possible Prices, 492
Traditional Demand and Supply Analysis Shows How to
Maximize Profits, 495
Marginal Analysis Applies in Oligopoly, Too, 503
Some Price Setters Do Estimate Demand, 504
Pricing a Full Line, 508
Bid Pricing Depends Heavily on Costs, 509
 
Chapter 20
Planning and Implementing Marketing
Programs, 514
Marketing Planning Is More than Assembling the Four Ps, 516
Forecasting Target Market Potential and Sales, 517
Two Approaches to Forecasting, 517
Three Levels ot Forecast Are Useful, 518
Forecasting Company and Product Sales by
Extending Past Behavior, 519
Predicting Future Behavior Calls for More Judgment and Some Opinions,
522
Accuracy of Forecasts, 524
Blending the Four Ps Takes Understanding ot a Target Market, 524
Response Functions May Help Plan Better Strategies, 527
Factors that Affect Marketing Mix Planning, 532
Planning Must Use the Product Life Cycle, 535
Forms for Each Strategy Can Make Planning Easier, 536
Companies Plan and Implement Marketing Programs, 539
Allocating Budgets for a Marketing Program, 540
Program Implementation Must Be Planned, 542
 
Chapter 21
Controlling Marketing Plans and Programs, 546
Sales Analysis Shows What s Happening, 548
Pedormance Analysis Looks for Differences, 549
Pedormance Indices Simplify Human Analysis, 551
A Series of PedormaegL Analyses May Find the Real Problem, 553 )
Marketing Cost Analysis-Controlling Costs, Too, 556
Should All Cost Be Allocated, 562
Planning and Control Combined, 566
The Marketing Audit, 568
 
Chapter 22
Marketing Strategy Planning for	International Markets, 572
The Importance of International Markets to the United States, 574
Degrees of Involvement in International Marketing, 575
Multinational Corporations Evolve to Meet International Challenge, 578
Identifying Different Kinds of International Opportunities, 580
International Marketing Requires Even More Segmenting, 582
Regional Groupings May Mean More than National Boundaries, 583
Stages of Economic Development Help Define Markets, 584
How These Stages Can Be Useful in Finding Market Opportunities, 587
Other Market Dimensions May Suggest	Opportunities, Too, 588
Careful Market Analysis Is Vital, 593
Organizing for International Marketing, 593
 
Cbapter 23
Marketing fn a Consumer-Orfented Soofety: Appraisal and Cballenges,
596
How Should Marketing Be Evaluated? 598
Can Consumer Satisfaction Be Measured? 598
Micro-Marketing Often Does Cost Too Much, 600	35
Macro-Marketing Does Not Cost Too Much, 603	36.
Challenges Facing Marketers, 612	
 
Appendix C
Career Planning for Marketing, 619
19. Mason National Bank, 658
20. A-1 Sports, Inc., 657
21. Du Pont, 659
22. Moore Wire Rope, Inc., 660
23. King Furniture Company, 661
24. Meyer, inc., 663
25. Tale Labs, Inc., 663
26. Eaton Mfg., Inc., 665
27. Orecan, Inc., 667
28. Plasto Inc. 668
29. Pulte Products, Inc., 670
30. Dishcom, Inc., 671
31. Precision Castings, Inc., 673
32. Lever, Limited, 674
33. Visiting Nurses Services (VNS), 675
34. Hunt, Limited, 678
Boone & Tull, CPAs, 680
Dice Pizza Company 682
Michigan Bank of Detroit, 685
Black & Decker Company, 693
 
Notes, 696
 
Illustratfon Credits, 715
 
There's a Place in Marketing for You, 619
Marketing Jobs Can Pay Weil, 620
Develop Your Own Personal Marketing	Strategy, 621
Conduct Your Own Personal Analysis, 621	Glossary, 737
Environment Analysis, 625
Develop Objectives, 630
Developing Your Marketing Plan, 631
Implementing Your Marketing Plan, 632
 
1. McDonald's, 635
2. West Foods, Inc., 635
3. Sears' Discover Card, 637
4. Block Services Inc., 638
5. TOW Chemicai Company, 639
6. Applegate Chevrolet, 640
7. Inland Steel Company, 641
8. Tony's Place, 642
9. Days Inns vs. Best Western, 644
10. Metro Ice Arena, 645
11. Up With People, 646
12. Nike and the Joggers House, 649
13. Union Carbide Corporation, 650
14. McQueen's Ski Shop, 651
15. Graphic Arts Inc., 652
16. Industrial Saies Company, 653
17. Brogan Lumber Company, 654
18. Hutton, Inc., 655
 
Author Index, 719
 
Subject lndex, 725
 
Computer-Aided Problems
(See separate booklet)
 
1. Revenue, Cost, and Profit Relationships
2. Target Marketing
3. Segmenting Customers
4. Demand Analysis
5. Marketing Research
6. Demographic Analysis
7. Selective Processes
8. Vendor Analysis
9. Branding Decisions
10. Growth Stage Competition
11. Intensive vs. Selective Distribution
12. Mass-Merchandising
13. Merchant vs. Agent Wholesaler
14. Total Distribution Cost
15. Sales Promotion
16. Sales Compensation
17. Advertising Media
18. Cash Discounts
19. Break-Even/Profit Analysis
20. Comparing Marketing Mixes
21. Marketing Cost Analysis
22. Export Opportunities