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• Title Page
• Copyright
• Dedication
• Brief Contents
• Contents
• Preface
• About the Authors
• Part 1: Understand the Value Proposition
• Chapter 1. Welcome to the World of Marketing: Create and Deliver Value
• Real People, Real Choices: Suzanne McFadden
• Marketing: What Is It?
• “Marketing Is the Activity, Set of Institutions, and Processes …”
• “… for Creating, Communicating, Delivering, and Exchanging …”: The Marketing Mix
• “… Offerings …”: What Can We Market?
• “… Value for Customers …”
• When Did Marketing Begin? The Evolution of a Concept
• The Production Era
• The Sales Era
• The Relationship Era
• The Triple-Bottom-Line Era
• What’s Next in the Evolution of Marketing?
• The Value of Marketing and the Marketing of Value
• Value from the Customer’s Perspective
• Value from the Seller’s Perspective
• Value from Society’s Perspective
• Marketing as a Process
• Disruptive Marketing
• Brand You: A Framework for Managing Your Career
• Starting the Brand You Process
• Applying Marketing Concepts to Brand You
• Objective Summaries and Key Terms
• Chapter Questions and Activities
• Marketing in Action Case: Real Choices at StockX
• Chapter 2. Global, Ethical, and Sustainable Marketing
• Real People, Real Choices: Tom Szaky
• Take a Bow: Marketing on the Global Stage
• World Trade
• Should We Go Global?
• Understand International, Regional, and Country Global Trade Controls
• Initiatives in International Cooperation and Regulation
• Analyze the External Marketing Environment
• The Economic Environment
• The Technological Environment
• The Political and Legal Environment
• The Sociocultural Environment
• Disruption in the Global Marketplace
• How “Global” Should a Global Marketing Strategy Be?
• Company-Level Decisions: The Market Entry Strategy
• Marketing Mix Strategies: To “P” or Not to “P?”
• Ethics Is Job One in Marketing Planning
• Ethical Philosophies
• Codes of Business Ethics
• Is Marketing Unethical?
• When Is a Bribe Not a Bribe? Ethical Issues for Global Business
• Sustainability: Marketers Do Well by Doing Good
• Sustainability Is a Sensible Business Decision
• Developing a Sustainable Marketing Mix
• Sustainable Customer Behavior
• Brand You: Finding the Right Fit
• Organizational Culture
• Differences among Industries
• Landing a Job Overseas
• Objective Summaries and Key Terms
• Chapter Questions and Activities
• Marketing in Action Case: Real Choices at Walmart
• Chapter 3. Strategic Market Planning
• Real People, Real Choices: Robert “Navy Bob” Roncska
• Business Planning: Compose the Big Picture
• The Three Levels of Business Planning
• Strategic Planning: Frame the Picture
• Step 1: Define the Mission, Vision, and Values
• Step 2: Evaluate the Internal and External Environment
• Step 3: Set Organizational or SBU Objectives
• Step 4: Establish the Business Portfolio
• Step 5: Develop Growth Strategies
• Market Planning: Develop and Execute Marketing Strategy
• Step 1: Perform a Situation Analysis
• Step 2: Set Marketing Objectives
• Step 3: Develop Marketing Strategies: Target Markets and the Marketing Mix
• Step 4: Implement and Control the Marketing Plan
• Action Plans
• Operational Planning: Day-to-Day Execution of Marketing Plans
• Agile Marketing and the Strategic Market Planning Process
• Digital Disruption and Strategic Market Planning
• Make Your Life Easier! Use the Market Planning Template
• Brand You: Planning Your Career
• Your Personal Strategic Plan
• From Strategic Planning to Success
• Objective Summaries and Key Terms
• Chapter Questions and Activities
• Marketing in Action Case: Real Choices at P&G
• Chapter 3 Supplement: Build a Marketing Plan
• Part 2: Determine the Value Propositions Different Customers Want
• Chapter 4. Market Research
• Real People, Real Choices: Cindy Bean
• Knowledge Is Power
• Disruption and Market Research
• The Marketing Information System
• Evidence-Based Decision Making in Marketing
• Steps in the Market Research Process
• Step 1: Define the Research Problem
• Step 2: Determine the Research Design
• Step 3: Choose the Method to Collect Primary Data
• Step 4: Design the Sample
• Step 5: Collect the Data
• Step 6: Analyze and Interpret the Data
• Step 7: Prepare the Research Report
• Brand You: Career and Internship Information and Research
• Good Research Strategies
• How to Begin and End Your Search
• Gathering Information Online and Offline
• Objective Summaries and Key Terms
• Chapter Questions and Activities
• Marketing in Action Case: Real Choices at LEGO
• Chapter 5. Marketing Analytics: Welcome to the Era of Data-Driven Insights!
• Real People, Real Choices: Josh Barbieri
• Customer Relationship Management (CRM): A Key Decision Tool for Marketers
• Why Is CRM So Effective?
• Measuring Marketing Success
• Big Data: Zettabytes Rule
• Big Data Creation, Sources, and Usage
• Data Mining
• Primary Data Types for Data Mining
• Data Mining: Applications for Marketers
• Data Scientists: Transforming Big Data into Winning Information
• Augmented Intelligence: Enhancing Consumer Experiences with Big Data
• Reality Check for Marketers: Ethical Considerations in Using Big Data
• A Primer on Analytics
• Connect Digital Marketing Channels to Marketing Analytics
• Connect with Consumers across Digital Marketing Channels
• Marketing Accountability within Digital Marketing Channels: A Specialty Headphones Example
• Marketing Accountability within Nondigital Marketing Channels
• Predictive Analytics
• Brand You: Creating, Organizing, and Mining Your Personal Career Big Data—For the Lifetime of Your
• Customer Acquisition
• Customer Retention
• Objective Summaries and Key Terms
• Chapter Questions and Activities
• Marketing in Action Case: Real Choices at Spotify
• Chapter 5 Supplement: CRM Metrics and Key Performance Indicators (KPIs)
• Chapter 6. Understand Consumer and Business Markets
• Real People, Real Choices: Dondeena Bradley
• The Consumer Decision-Making Process
• Not All Decisions Are the Same
• Step 1: Problem Recognition
• Step 2: Information Search
• Step 3: Evaluation of Alternatives
• Step 4: Product Choice
• Step 5: Postpurchase Evaluation
• The Hive Mind: Consumer Decision Making in the Digital Age
• Changes in Consumer Decision Making: Welcome to AI
• Internal Influences on Consumers’ Decisions
• Perception
• Motivation
• Learning
• Attitudes
• Personality and the Self: Are You What You Buy?
• Age
• Lifestyle
• Situational and Social Influences on Consumers’ Decisions
• Situational Influences
• Social Influences on Consumers’ Decisions
• Values (Again)
• Business Markets: Buying and Selling When the Customer Is Another Organization
• Types of Business-to-Business Customers
• Factors That Make a Difference in Business Markets
• B2B Demand
• Business Purchase Situations and the Business Buying Decision Process
• The Buyclass Framework
• Professional Buyers and Buying Centers
• The Business Purchase Decision Process
• B2B E-Commerce and Social Media
• Brand You: Why Employers Buy
• Step 1: Understand the Employer’s Decision Process
• Step 2: Understand the Process of Creating Brand You
• Objective Summaries and Key Terms
• Chapter Questions and Activities
• Marketing in Action Case: Real Choices at Anheuser-Busch InBev
• Chapter 7. Segmentation, Target Marketing, and Positioning
• Real People, Real Choices: Jen Sey
• Target Marketing: Select and Enter a Market
• Step 1: Segmentation
• Segment Consumer Markets
• Demographic Segmentation: By Age
• Segment B2B Markets
• Disruption in Segmentation: When Everybody’s a Segment of One
• Step 2: Targeting
• Phases of Targeting
• Step 3: Positioning
• Steps in Positioning
• Perceptual Maps
• Brand You: Sharpening Your Focus with Target Marketing
• Target Marketing
• Bringing Your Personal Brand to Life
• Objective Summaries and Key Terms
• Chapter Questions and Activities
• Marketing in Action Case: Real Choices at ThirdLove
• Part 3: Develop the Value Proposition for the Customer
• Chapter 8. Product I: Innovation and New Product Development
• Real People, Real Choices: Sheryl Adkins-Green
• Build A Better Mousetrap—and Add Value
• Layers of the Product Concept
• How Marketers Classify Products
• How Long Do Products Last?
• How Do Consumers Buy Products?
• How Do Businesses Buy Products?
• Disruption in Marketing: Innovation and Design Thinking Now Drive Product Success
• Types of Innovations
• New Product Development
• Phase 1: Ideation (or Idea Generation)
• Phase 2: Product Concept Development and Screening
• Phase 3: Marketing Strategy Development
• Phase 4: Business Analysis
• Phase 5: Technical Development
• Phase 6: Market Test
• Phase 7: Commercialization
• Adoption and Diffusion of New Products
• Stages in Consumers’ Adoption of a New Product
• Adopter Categories
• Product Factors That Affect the Rate of Adoption
• Brand You: Creating Your Value Proposition
• Add to Your Product Layers
• Objective Summaries and Key Terms
• Chapter Questions and Activities
• Marketing in Action Case: Real Choices at Nature On Tap
• Chapter 9. Product II: Product Strategy, Branding, and Product Management
• Real People, Real Choices: Aaron Keller
• Product Planning: Develop Product Objectives and Product Strategy
• Getting Product Objectives Right
• Objectives and Strategies for Individual Products
• Objectives and Strategies for Multiple Products
• Product Mix Strategies
• Quality as a Product Objective: TQM and Beyond
• Marketing Throughout the Product Life Cycle
• Introduction Stage
• Growth Stage
• Maturity Stage
• Decline Stage
• Branding and Packaging: Create Product Identity
• What’s in a Name (or a Symbol)?
• Why Brands Matter
• Branding Strategies
• Disruption in Branding: Toward Social Justice and Marketing’s Responses
• Packages and Labels: Branding’s Little Helpers
• Organize for Effective Product Management
• Manage Existing Products
• Organize for New Product Development
• Brand You: Managing the Product—You
• Your Value Proposition—The Key to Success
• Launch Your Career with Marketable Skills
• Manage Your Career by Remaining Employable
• Communicate Your Value
• Going Up!
• Objective Summaries and Key Terms
• Chapter Questions and Activities
• Marketing in Action Case: Real Choices at Helen of Troy
• Chapter 10. Price: What Is the Value Proposition Worth?
• Real People, Real Choices: Imad Khalidi
• “Yes, but What Does It Cost?”
• What Is Price?
• Step 1: Develop Pricing Objectives
• Costs, Demand, Revenue, and the Pricing Environment
• Step 2: Estimate Demand
• Step 3: Determine Costs
• Step 4: Examine the Pricing Environment
• Identify Strategies and Tactics to Price the Product
• Step 5: Choose a Pricing Strategy
• Step 6: Develop Pricing Tactics
• Pricing and Innovations in Payment for E-Commerce
• Pricing Advantages for Online Shoppers
• Dynamic Pricing Strategies
• Online Auctions
• Freemium Pricing Strategies
• Internet Price Discrimination
• Innovations in Payment Systems
• Disruption on the Consumer Side of the Exchange
• Psychological, Legal, and Ethical Aspects of Pricing
• Psychological Issues in Setting Prices
• Psychological Pricing Strategies
• Legal and Ethical Considerations in B2C and C2C Pricing
• Legal Issues in B2B Pricing
• Price-Fixing
• Predatory Pricing
• Brand You: How Much Are You Worth?
• Step 1: Realistic Expectations
• Step 2: Know What You’re Worth
• Step 3: Know How Much You Need
• Salary Question Dos and Don’ts
• Objective Summaries and Key Terms
• Chapter Questions and Activities
• Marketing in Action Case: Real Choices at United Airlines
• Chapter 10 Supplement: Marketing Math
• Part 4: Deliver and Communicate the Value Proposition
• Chapter 11. Deliver the Goods: Determine the Distribution Strategy
• Real People, Real Choices: Michael Ford
• Types of Distribution Channels and Wholesale Intermediaries
• Functions of Distribution Channels
• The Evolution of Distribution Functions
• Types of Distribution Channels
• Distribution Channels and the Marketing Mix
• Ethics in the Distribution Channel
• Develop a Channel Strategy
• Step 1: Develop Distribution Objectives
• Step 2: Evaluate Internal and External Environmental Influences
• Step 3: Choose a Distribution Strategy
• Step 4: Develop Distribution Tactics
• Logistics and the Supply Chain
• The Lowdown on Logistics
• Place: Pulling It All Together through the Supply Chain
• Disruption in Logistics and Supply Chain
• Brand You: Delivering Your Value Proposition
• Step 1: Study the Company
• Step 2: Prepare Good Questions and Good Answers
• Step 3: Close the Interview
• Step 4: Follow Up
• How to Dress and What to Bring
• Objective Summaries and Key Terms
• Chapter Questions and Activities
• Marketing in Action Case: Real Choices at Rent the Runway
• Chapter 12. Deliver the Customer Experience
• Real People, Real Choices: Paula Hopkins
• The Customer Experience Is Everything!
• Customer Journey Mapping
• Retailing, 21St-Century Style
• Retailing: A Mixed (Shopping) Bag
• The Evolution of Retailing
• Types of Retailers
• Classifying Retailers by What They Sell
• Classifying Retailers by Level of Service
• Major Brick-and-Mortar Retailing Formats
• B2C E-Commerce and Other Types of Nonstore Retailers
• B2C E-Commerce
• Benefits of B2C E-Commerce
• Limitations of B2C E-Commerce
• The Evolution Continues: What’s “In Store” for the Future?
• Economic Evolution
• Customer Evolution
• Technological Evolution
• Ethical Problems in Retailing
• Dishonest Behaviors
• Ethical Treatment of Customers
• Other Ethical Issues in B2C and C2C Retailing
• Fair Trade: Retailing and Global Social Responsibility
• Selling What Isn’t There: Services and Other Intangibles
• Marketing Services
• The Service Encounter
• How We Provide Quality Service
• Marketing People, Places, and Ideas
• The Future of Services
• Disruption in Retail
• Brand You: Evaluating and Finalizing Your Offer
• Salary Discussions
• Evaluating the Offer
• But Is It the Right Offer for YOU?
• Negotiating an Offer
• Accepting the Offer
• Objective Summaries and Key Terms
• Chapter Questions and Activities
• Marketing in Action Case: Real Choices at Lululemon Athletica
• Chapter 13. Promotion I: Planning and Advertising
• Real People, Real Choices: Sara Bamossy
• Communication Models in a Digital World That Is “Always On”
• The Communication Process
• Updated Web 2.0 Communication
• The Promotion Mix
• Mass Communication: The One-to-Many Model
• Personal Communication: The One-to-One Model
• An Overview of Promotion Planning
• Step 1: Identify the Target Audience(s)
• Step 2: Establish the Communication Objectives
• Step 3: Determine and Allocate the Marketing Communication Budget
• Step 4: Design the Promotion Mix
• Step 5: Evaluate the Effectiveness of the Communication Program
• Multichannel Promotion Strategies
• Advertising
• Types of Advertising Based on Marketing Goals
• Who Creates Advertising?
• User-Generated Advertising Content
• Ethical Issues in Advertising
• Develop the Advertising Campaign
• Where to Say It: Traditional Mass Media
• Comparing Traditional Media Vehicles
• Where to Say It: Branded Entertainment
• Where to Say It: Support Media
• Where to Say It: Digital Media
• Ethical Issues in Digital Media Advertising
• When and How Often to Say It: Media Scheduling
• Disruption in Advertising
• Direct Marketing
• Mail Order
• Direct Mail
• Telemarketing
• Direct-Response Advertising
• M-Commerce
• Brand You: Developing a Personal Marketing Communication Plan
• Step 1: Your Job Search: What “Media” to Use
• Step 2: Advertising: Developing Your Marketing Communication Messages
• Objective Summaries and Key Terms
• Chapter Questions and Activities
• Marketing in Action Case: Real Choices at Nestlé
• Chapter 14. Promotion II: Social Media Platforms and Other Promotion Elements
• Real People, Real Choices: Andrew Mitchell
• Social Media Marketing
• Social Media
• Social Networks
• Location-Based Social Networks and Mobile Apps
• The Internet of Things
• Disruption in Storytelling
• Sales Promotion
• Sales Promotion Directed toward Consumers
• Trade Sales Promotion: Targeting the B2B Customer
• Personal Selling: Adding the Personal Touch to the Promotion Mix
• The Role of Personal Selling in the Marketing Mix
• Technology and Personal Selling
• Future Trends in Professional Selling
• Types of Sales Jobs
• Two Approaches to Personal Selling
• The Creative Selling Process
• Public Relations
• Plan a PR Campaign
• PR Tactics
• Buzz Marketing
• Evaluation of a PR Campaign
• Brand You: How Networking Can Help You Achieve Your Career Goals
• Networking—How It Works
• Where to Start Networking
• How LinkedIn Can Help You Build Your Network
• Other Ways to Enhance Networking
• Objective Summaries and Key Terms
• Chapter Questions and Activities
• Marketing in Action Case: Real Choices at Brud
• Appendix Marketing Plan: The S&S Smoothie Company
• Glossary
• Name Index
• Subject Index