TITLE : BASIC MARKETING. 9TH ED.

lntroduction.......................................................5
1. Marketing's role in society.....................................1-1
Exercise 1-1 What is marketing?....................................1-7
Exercise 1-2 How markets and marketing middlemen develop to
		     facilitate exchange...................................1-9
Exercise 1-3 How marketing functions create economic
utility.......1-15
Exercise 1-4 Revenue, cost, and profit
relationships...............1-21
 
2. Marketing's role within the firm................................2-1
Exercise 2-1 Marketing-oriented vs. production-oriented firm.......2-7
Exercise 2-2 Mass marketing vs. target
marketing...................2-13
Exercise 2-3 Developing a unique marketing mix for each target
		     market................................................2-17
Exercise 2-4 Target
marketing......................................2-21
 
Appendix A. Economics fundamentals.................................A-1
Exercise A-l Estimating and using demand elasticity................A-7
 
3. Finding target market opportunities with market segmentation....3-1
Exercise 3-1 Product-markets vs. generic markets...................3-9
Exercise 3-2 Seven-step approach to segmenting
markets.............3-11
Exercise 3-3 Using positioning to evaluate
marketing...............3-15
Exercise 3-4	Segmenting customers...............................3-19
 
4. Evaluating opportunities in uncontrollable environments.........4-1
Exercise 4-1 How uncontrollable variables affect marketing
             strategy planning.....................................4-9
Exercise 4-2 Analyzing the competitive
environment.................4-11
Exercise 4-3 How the legal environment affects marketing
             strategy
planning.....................................4-15
Exercise 4-4 Company
resources.....................................4-19
 
5. Getting information for marketing decisions.....................5-1
Exercise 5-1 Locating sources of secondary data....................5-9
Exercise 5-2 Evaluating marketing
research.........................5-13
Exercise 5-3 Marketing
research....................................5-17
 
6. Demographic dimensions of the U.S. consumer market..............6-1
Exercise 6-1 How demographic trends affect marketing strategy
	         Planning..............................................6-7
Exercise 6-2 Marketers must know their
markets.....................6-11
Exercise 6-3 Demographic
analysis..................................6-15
 
7. Behavioral dimensions of the consumer market....................7-1
Exercise 7-1 Psychological variables and social influences
             affect consumer buying behavior.......................7-9
Exercise 7-2 Consumer behaviour is a problem-solving
process.......7-13
Exercise 7-3 Selective
processes...................................7-15
 
8. Industraial and intermediate customers and their
   buying behavior.................................................8-1
Exereise 8-1 Analyzing industrial buying behavior..................8-7
Exereise 8-2 Using SIC eodes to analyze industrial
markets.........8-11
Exereise 8-3 Vendor
analysis.......................................8-15
 
9. Elements of produet planning....................................9-1
Exercise 9-1 Classifying consumer
products.........................9-13
Exercise 9-2 Classifying industrial
products.......................9-17
Exercise 9-3 Achieving brand
familiarity...........................9-21
Exercise 9-4 Comparing branded product
offerings...................9-23
Exercise 9-5 Branding
decisions....................................9-25
 
10. Product management and new-product development................10-1
Exercise 10-1 Identifying a product's stage in
              the product life cycle..............................10-7
Exercise 10-2 New-product development
process.....................10-11
Exercise 10-3 Growth stage
competition............................10-15
 
11. Place and development of channel systems......................11-1
Exercise 11-1 Evaluating the costs of adjusting discrepancies of
              quantity and assortment in channel systems..........11-7
Exercise 11-2 Determining market exposure
policies................11-11
Exercise 11-3 Intensive vs. selective
distribution................11-15
 
12. Retailing.....................................................12-1
Exercise 12-1 Analyzing store-product combinations................12-9
Exereise 12-2 Identifying and analyzing retail
stores.............12-13
Exereise 12-3 Mass
merchandising..................................12-17
 
13. Wholesaling...................................................13-1
 
Exercise 13-1 Choosing the right kind of wholesaler...............13-7
Exercise 13-2 Analyzing channels of
distribution..................13-11
Exercise 13-3 Merchant vs.agent
wholesaler........................13-15
 
14. Physical distribution.........................................14-1
Exercise 14-1 Evaluating physical distribution alternatives.......14-7
Exercise 14-2 Strategic planning for customer service
level.......14-11
Exercise 14-3 Total distribution
cost.............................14-15
 
15. Promotion-Introduction........................................15-1
Exereise 15-1 The communication proeess in promotion..............15-7
Exereise 15-2 Using the adoption curve to develop
              promotion
blends....................................15-11
Exereise 15-3 Sales
promotion.....................................15-17
 
16. Personal selling..............................................16-1
Exercise 16-1 Analyzing the nature of the personal
              selling task........................................16-7
Exercise 16-2 Selecting the appropriate kind of
salesperson.......16-11
Exercise 16-3 Sales
compensation..................................16-15
 
17. Mass selling..................................................17-1
Exercise 17-1 Identifying differnt kinds of advertising...........17-7
Exercise 17-2 Determining advertising objectives and the
              appropriate kind of advertising.....................17-9
Exercise 17-3 Advertising
media...................................17-13
 
18. Pricing objectives and policies...............................18-1
Exercise 18-1 Using discounts and allowances to improve the
              marketing
mix.......................................18-11
Exercise 18-2 How legislation affect pricing
policies.............18-15
Exercise 18-3 Cash
discounts......................................18-19
 
Appendix B    Marketing arithmetic................................B-1
Exercise B-l  Marketing arithmetic................................B-7
 
19. Price setting in the real world...............................19-1
Exercise 19-1 Elements of cost-oriented price
setting.............19-13
Exercise 19-2 Using break-even analysis to evaluate
              alternative
prices..................................19-19
Exercise 19-3 Settting the most profitable prices and quality
              to
produce..........................................19-23
Exercise 19-4 Using marginal analysis to set the most pofitable
              prices and quality to
produce.......................19-23
Exercise 19-5 Break-even/profitable
analysis......................19-29
 
20. Planning and implementing marketing programs..................20-1
Exercise 20-1 Using the "Survey of Buying Power" to
              estimate market and sales potential.................20-9
Exercise 20-2 Using response functions to help plan
              marketing
mixes.....................................20-13
Exercise 20-3 Adjusting marketing strategies over the
              product life
cycle..................................20-17
Exercise 20-4 Comparing marketing
mixes...........................20-21
 
21. Controlling marketing plans and programs......................21-1
Exercise 21-1 Sales and performance analysis......................21-7
Exercise 21-2 Controlling marketing plans and programs with
              marketing cost
analysis.............................21-11
Exercise 21-3 Marketing cost
analysis.............................21-15
 
22. Marketing Strategy planning for international markets.........22-1
Exercise 22-1 Strategy planning for international markets;
              Consumer products...................................22-7
Exercise 22-2 Strategy planning for international markets;
              Industrial
products.................................22-11
Exercise 22-3 Export
opportunities................................22-15
 
23. Marketing in a consumer-oriented society:
    appraisal and challenges......................................23-1
Exercise 23-1 Does micro-marketing cost too much?.................23-5
Exercise 23-2 Does macro-marketing cost too much?.................23-9