Marketing and Financial Markets

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2012 edition

Pride & Ferrell

William M. Pride
Texas A & M University

O. C. Ferrell
Univesity of New Mexico

brief contents
Part 1: Marketing Strategy and Customer relationships

1

1. An overview of Strategic Marketing. 2
2. Planning, implementing, and Controlling Marketing Strategies 30

Part 2: environmental Forces and Social and ethical responsibilities

61

3. the Marketing environment 62
4. Social Responsibility and ethics in Marketing 92

©

Part 3: Using information, Technology, and Target Market Analysis 127 5. Marketing Research and information Systems 128
6. target Markets: Segmentation, evaluation, and Positioning 158

Part 4: Customer Behavior 191
7. Consumer Buying Behavior 192
8. Business Markets and Buying Behavior 222
9. Reaching Global Markets 244

Part 5: Product decisions 279
10.
11.
12.
13.

Product Concepts 280
developing and Managing Products 304
Branding and Packaging 326
Services Marketing 354

Part 6: distribution decisions 385
14. Marketing Channels and Supply-Chain Management 386
15. Retailing, direct Marketing, and Wholesaling 422

Part 7: Promotion decisions 457
16. integrated Marketing Communications 458
17. Advertising and Public Relations 488
18. Personal Selling and Sales Promotion 516

Part 8: Pricing decisions 549

John Wang

19. Pricing Concepts 550
20. Setting Prices 578
Appendix A: Careers in Marketing A-1
Appendix B: Financial Analysis in Marketing A-17
Appendix C: Sample Marketing Plan A-27
iii

contents

Summary 53
Important Terms 54
Discussion and Review Questions 55
Application Questions 55
Internet Exercise 56
Developing Your Marketing Plan 57
Video Case 3.1 Method Cleans Up the Home Care Industry Using Green Marketing 58
Case 3.2 Danone Focuses on Health Nutrition 59

Chapter 4: Social responsibility and
ethics in Marketing 92

Part 1: Marketing Strategy and Customer relationships 1
Chapter 1: An Overview of Strategic
Marketing 2

What is Finance? 74
Financial Functions in Our System 76
organization of the Financial Markets 77
investor Particiation in the Financial Markets 78
Need for effective Communication 80
organization of the Financial Markets 83

Video Case 1.1 Method Cleans Up the Home Care Industry Using Green Marketing 28
Case 1.2 Danone Focuses on Health Nutrition 29

What is Finance? 1
development of Financial institutions and
intermediaries 5
Nature and Functions of Money, 17

Chapter 2: Planning implementing and
Controlling Marketing Strategies 30

Sustainable Marketing: Wii Wins the Battle for new
Customers 18

Marketing in Transition: Box title 29

empowerment and employee Participation in the
Corporate Multi-National Conglomerate decision
Making Process 19
Financial Career opportunities 6
Basic Requirements of an effective Financial System and
an example of a two Line entry 7
Financial Functions in our System 8
responsible Marketing: Partnerships and Sustainability
Strategies 20

Supervision: A Professional Perspective 21
organization of the Financial Markets 21
investor Particiation in the Financial Markets 22
Market efficiency: Concept and Reality 22
Appendix: Getting into Supervision 23
Summary 23
Important Terms 24
Discussion and Review Questions 25
Application Questions 25
Internet Exercise 26
Developing Your Marketing Plan 27

entrepreneurial Marketing: Box title 29

Functions of Management 41
organization of the Financial Markets 41
Market efficiency: Concept and Reality 43
iv

Summary 90
Important Terms 91
Discussion and Review Questions 92
Application Questions 93
Internet Exercise 94
Developing Your Marketing Plan 95
Video Case 4.1 Method Cleans Up the Home Care Industry Using Green Marketing 97
Case 4.2 Danone Focuses on Health Nutrition 98
Strategic Case 1 FedEx Packages Marketing for Overnight Success 45

Part 3: Using information Technology and Target Market Analysis 127

Financial Career...
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