Markeing Managment

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

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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

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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

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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

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Conclusion 22 Appendix Portfolio Models

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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