Markeing Managment

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Marketing Management
Knowledge and Skills Tenth Edition J. Paul Peter
University of Wisconsin-Madison

James H. Donnelly, Jr. /
University of Kentucky

Me Graw Hill

McGraw-Hill Irwin

Contents
SECTION 1 ESSENTIALS OF MARKETING MANAGEMENT 1
Processing of Research Data 3 7 Preparation of the Research Report 38 Limitations of the Research Process 38

Marketing Information Systems Conclusion 41

40

PART A
INTRODUCTION 3 Chapter 3 Consumer Behavior 42 Chapter 1 Strategic Planning and the Marketing Management Process 4 The Marketing Concept 4 What Is Marketing? 5 What Is Strategic Planning? Social Influences on Consumer Decision Making 43 Culture and Subculture 43 Social Class 44 Reference Groups and Families 6

45

6

Strategic Planning and Marketing Management The Strategic Planning Process 7 The Complete Strategic Plan 16

Marketing Influences on Consumer Decision Making 45
Product Influences 45 Price Influences 45 Promotion Influences 46 Place Influences 46 20

The Marketing Management Process

16

Situation Analysis 16 '* Marketing Planning 19 Implementation and Control of the Marketing Plan Marketing Information Systems and Marketing Research 21

Situational Influences on Consumer Decision Making 47 Psychological Influences on Consumer Decision Making 47 Product Knowledge 47 Product Involvement 48

The Strategic Plan, The Marketing Plan, and Other Functional Area Plans 21 Marketing's Role in Cross-Functional Strategic Planning 21

Consumer Decision Making
Need Recognition 49 • Alternative Search 50 Alternative Evaluation 51 Purchase Decision 51 Postpurchase Evaluation 52

48

Conclusion 22 Appendix Portfolio Models

25

PART B MARKETING INFORMATION, RESEARCH, AND UNDERSTANDING THE TARGET MARKET 29 Chapter 2 Marketing Research: Process and Systems for Decision Making 30 The Role of Marketing Research 30 The Marketing Research Process 31 Purpose of the Research 31 Plan of the Research 32 Performance of the Research 37 xii

Conclusion

54

Chapter 4 Business, Government, and Institutional Buying 55
Categories of Organizational Buyers
Producers 55 Intermediaries 56 Government Agencies 56 Other Institutions 56

55

The Organizational Buying Process 56 Purchase-Type Influences on Organizational Buying 57 Straight Rebuy 57

Contents Modified Rebuy 57 New Task Purchase 5 7

xiii

Structural Influences on Organizational Buying
Purchasing Roles 58 Organization-Specific Factors 59 Purchasing Policies and Procedures 59

58

Chapter 7 New Product Planning and Development 98
New Product Strategy 99 New Product Planning and Development Process 101

Behavioral Influences on Organizational Buying
Personal Motivations Role Perceptions 60 60

60

Stages in the Organizational Buying Process
Organizational Need 63 Vendor Analysis 63 Purchase Activities 63 Postpurchase Evaluation 63

62

Idea Generation 101 Idea Screening 103 Project Planning 104 Product Development 105 Test Marketing 105 Commercialization 106 The Importance of Time 106

Some Important New Product Decisions
Quality Level 107 Product Features 108 Product Design 108 Product Safety 109

107

Conclusion

65

Chapter 5 Market Segmentation

66

Delineate the Firm's Current Situation 66 Determine Consumer Needs and Wants 67 Divide Markets on Relevant Dimensions 67 A Priori versus Post Hoc Segmentation 68 Relevance of Segmentation Dimensions 68 Bases for Segmentation 69

Causes of New Product Failure
Needfor Research 109

109

Conclusion

111

Develop Product Positioning 75 Decide Segmentation Strategy 76 Design Marketing Mix Strategy 77 Conclusion 78

Chapter 8 Integrated Marketing Communications
Strategic Goals of Marketing Communication
Create Awareness 112 Build Positive Images 112 Identify Prospects 112 Build Channel Relationships Retain Customers 113

112
112

PARTC THE MARKETING MIX 79 Chapter 6 Product and Brand Strategy Basic Issues in Product Management...
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