Table
of Contents
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Preface |
xiii |
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Introduction |
xv |
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Acknowledgements |
xix |
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PART I |
THE MARKETING PROCESS |
1 |
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Chapter 1 |
The Meaning
of Marketing |
3 |
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Marketing |
3 |
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The Meaning of
Marketing |
4 |
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Prerequisites for
Marketing |
4 |
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Who does Marketing? |
5 |
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The Elements of
Successful Marketing |
6 |
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Marketing Research |
6 |
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The Four Ps |
6 |
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The Dilemma of Needs
and Wants |
9 |
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Identifying the
Customer |
9 |
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The Evolution of
Marketing |
11 |
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Production Era |
11 |
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Sales Era |
12 |
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Marketing Era |
13 |
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The Marketing Culture |
14 |
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The Nonmarketing-Driven
Planning Process |
15 |
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A Marketing-Driven
Planning Sequence |
17 |
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Is a Marketing
Planning Approach Needed? |
19 |
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The Strategic
Marketing Process |
19 |
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Stakeholders |
19 |
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Uncontrollable
Environment |
20 |
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Society |
22 |
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Target Market |
24 |
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Organizing for
Marketing |
25 |
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Product-Oriented
Organization |
25 |
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Market-Oriented
Organization |
26 |
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Requirements for
Organizational Marketing Success |
27 |
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Pressure to be
Market-Oriented |
28 |
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Capacity to be
Market-Oriented |
28 |
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Shared Vision of
Market |
28 |
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Action Plan to
Respond to Market |
29 |
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The Evolving
Perspective of Marketing |
31 |
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The Changing Health
Care Marketplace |
32 |
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The Traditional
Industry Structure |
32 |
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The Evolving
Industry Structure |
33 |
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Conclusions |
36 |
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Key Terms |
37 |
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Chapter Summary |
37 |
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Chapter Problems |
38 |
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Notes |
38 |
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Chapter 2 |
Marketing
Strategy |
41 |
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Strategic Planning
Process |
41 |
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Defining the
Organizational Mission |
43 |
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Situational
Assessment |
46 |
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Differential
Advantage |
49 |
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The Visible Value
Challenge of a Differential Advantage |
53 |
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Organizational
Objectives |
54 |
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Organizational
Strategy |
56 |
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Growth Market
Strategies |
56 |
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Consolidation
Strategies |
60 |
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Determining
Organizational Strategy |
62 |
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The BCG Matrix |
62 |
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The GE Matrix |
64 |
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Analyzing the
Competitive Market |
66 |
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Existing Competitors |
67 |
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New Entrants |
68 |
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Threat of
Substitution |
69 |
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Powerful Customers
and Suppliers |
70 |
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Developing the
Marketing Plan |
71 |
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Establishment of
Marketing Objectives |
71 |
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Marketing Strategy
Formulation |
71 |
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Development of an
Action Plan |
74 |
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Conclusions |
76 |
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Key Terms |
77 |
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Chapter Summary |
77 |
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Chapter Problems |
78 |
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Notes |
79 |
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Chapter 3 |
The
Environment of Marketing Strategy |
82 |
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Economic Factors |
83 |
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Inflation and Health
Care |
83 |
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Consumer Income |
85 |
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Technological Factors |
86 |
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Quality |
86 |
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Cost |
86 |
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Behavior |
87 |
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Transparency |
88 |
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Social Factors |
93 |
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Demographics |
93 |
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Culture |
98 |
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Competitive Factors |
101 |
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Health Care
Competition |
103 |
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Regulatory Factors |
105 |
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Competition |
105 |
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Pricing |
109 |
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Distribution |
109 |
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Promotion |
110 |
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Conclusions |
115 |
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Key Terms |
115 |
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Chapter Summary |
115 |
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Chapter Problems |
117 |
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Notes |
118 |
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PART II |
UNDERSTANDING THE
CONSUMER |
123 |
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Chapter 4 |
Buyer
Behavior |
125 |
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Decision-Making Model |
125 |
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Problem Recognition |
125 |
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Internal Search |
126 |
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External Search |
126 |
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Alternative
Evaluation |
128 |
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Purchase |
130 |
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Post-Purchase
Evaluation |
130 |
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Alternative
Decision-Making Sequences |
133 |
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Psychological
Influences on Decision Making |
136 |
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Motivation |
136 |
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Attitudes |
137 |
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Lifestyle |
137 |
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Learning |
140 |
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Perception |
141 |
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Sociocultural Influences |
143 |
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Family Life Cycle |
143 |
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Social Class |
146 |
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Reference Group |
146 |
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Culture |
148 |
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Industrial Buyer
Behavior |
149 |
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Organizational
Differences |
150 |
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The Industrial
Buying Process |
153 |
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Conclusions |
154 |
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Key Terms |
154 |
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Chapter Summary |
155 |
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Chapter Problems |
156 |
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Notes |
157 |
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Chapter 5 |
Marketing
Research |
161 |
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The Marketing
Research Process |
161 |
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Problem Recognition |
161 |
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Identification of
Research Objectives |
162 |
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Research Design |
163 |
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Data Collection |
172 |
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Analysis and
Evaluation of Research |
188 |
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Marketing
Information Systems |
189 |
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Conclusions |
190 |
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Key Terms |
190 |
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Chapter Summary |
190 |
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Chapter Problems |
191 |
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Notes |
192 |
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Chapter 6 |
Market
Segmentation |
195 |
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Mass Marketing |
195 |
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Market Segmentation |
196 |
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Concentration
Strategy |
197 |
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Multisegment Strategy |
198 |
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Selecting Market
Segments |
198 |
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Bases for
Segmentation |
199 |
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Sociodemographic Segmentation |
200 |
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Geographic
Segmentation |
203 |
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Psychographic
Segmentation |
204 |
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Usage Segmentation |
206 |
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Cohort Segmentation |
215 |
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Segmenting Business
Markets |
220 |
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Demographics |
221 |
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Operating Variables |
221 |
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Purchasing Approaches |
222 |
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Usage Requirements |
224 |
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The Heuristics of
Segmentation |
224 |
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Conclusions |
226 |
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Key Terms |
226 |
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Chapter Summary |
226 |
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Chapter Problems |
227 |
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Notes |
228 |
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Chapter 7 |
Developing
Customer Loyalty |
232 |
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Relationship
Marketing |
232 |
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Customer
Relationship Management |
235 |
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Satisfaction or
Loyalty? |
236 |
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The Customer Loyalty
Pyramid |
237 |
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Creating Customer
Value |
238 |
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Conducting a Cap
Analysis |
242 |
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Conclusions |
251 |
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Key Terms |
251 |
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Chapter Summary |
251 |
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Chapter Problems |
252 |
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Notes |
253 |
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PART III |
THE MARKETING MIX |
255 |
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Chapter 8 |
Product
Strategy |
257 |
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The Meaning of
Products and Services |
257 |
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The Five I’s of Services |
258 |
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Classification of
Products and Services |
260 |
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Classifying Consumer
Products |
260 |
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Industrial Goods
Classifications |
261 |
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Service
Classifications |
261 |
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Managing the Product |
262 |
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Developing the
Product Line and Mix |
262 |
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The Product Life
Cycle |
264 |
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Product Life Cycle
Issues |
270 |
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Modifying the
Product Life Cycle |
273 |
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Branding |
276 |
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The Diffusion of
Innovation |
278 |
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Conclusions |
281 |
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Key Terms |
282 |
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Chapter Summary |
282 |
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Chapter Problems |
283 |
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Notes |
284 |
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Chapter 9 |
Price |
287 |
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The Meaning of Price |
287 |
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Establishing the
Price |
289 |
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Identifying
Constraints |
289 |
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The Five Forces and
Impact on Pricing |
291 |
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Pricing Objectives |
292 |
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Estimating Demand
and Revenue |
294 |
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Cost and Volume
Relationships |
295 |
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Pricing Strategies |
303 |
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Positioning Value of
Price |
308 |
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The Ever-Increasing
Challenge of Pricing in Health Care |
309 |
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Conclusions |
309 |
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Key Terms |
310 |
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Chapter Summary |
310 |
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Chapter Problems |
311 |
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Notes |
312 |
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Chapter 10 |
Distribution |
315 |
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|
315 |
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Functions in the
Channel |
318 |
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Time |
318 |
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Functional Shifting |
319 |
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Channel Management |
320 |
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Intensity of
Distribution |
320 |
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Intensive
Distribution |
321 |
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Exclusive
Distribution |
322 |
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Selective
Distribution |
322 |
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Vertical Marketing
Systems |
323 |
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Corporate Vertical
Marketing Systems |
326 |
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Administered
Vertical Marketing Systems |
328 |
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Contractual Vertical
Marketing Systems |
329 |
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Evolving Channels in
Health Care |
329 |
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Channel Leadership |
330 |
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Using Power |
331 |
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Selected Concepts
from Retailing |
333 |
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Structural
Dimensions of True Retail Markets |
333 |
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The Retail
Positioning Matrix |
334 |
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Retail Mix |
336 |
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The Wheel of
Retailing |
338 |
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Conclusions |
339 |
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Key Terms |
340 |
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Chapter Summary |
340 |
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Chapter Problems |
341 |
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Notes |
342 |
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Chapter 11 |
Promotion |
345 |
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The Communication
Model |
345 |
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The Sender |
346 |
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Encoding |
347 |
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The Evolving
Communication Model: Moving to a Web 2.0 World |
348 |
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The Web as a
Strategic Communication Platform |
349 |
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The Message |
350 |
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The Channel |
351 |
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Decoding |
352 |
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Noise |
353 |
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Feedback |
353 |
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The Promotional Mix |
354 |
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Advertising |
354 |
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Advertising
Effectiveness |
355 |
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Personal Selling |
355 |
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Publicity |
359 |
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Sales Promotion |
360 |
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Factors Affecting
Sales Promotion Use |
363 |
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The Product Life
Cycle |
363 |
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Channel Control
Strategies |
364 |
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Conclusions |
369 |
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Key Terms |
369 |
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Chapter Summary |
369 |
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Chapter Problems |
370 |
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Notes |
371 |
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Chapter 12 |
Advertising |
374 |
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Common
Classifications of Advertising |
375 |
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Product Advertising |
375 |
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Institutional
Advertising |
376 |
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Developing the
Advertising Campaign |
378 |
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Define the Target
Audience |
378 |
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Determine the
Advertising Objectives |
379 |
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Determine the Budget |
380 |
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Develop the Message |
383 |
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Specify the
Communication Program |
385 |
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Evaluate the Response |
393 |
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The Web 2.0 and
Social Media |
394 |
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Integrated
Advertising Campaigns |
395 |
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Working with
Advertising Agencies |
395 |
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Alternative
Advertising Agencies |
396 |
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Agency Compensation |
396 |
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Ethics in Advertising |
397 |
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Nonprofit Concerns |
398 |
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Conclusions |
398 |
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|
Key Terms |
399 |
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|
Chapter Summary |
399 |
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Chapter Problems |
400 |
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|
Notes |
401 |
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Chapter 13 |
Sales and
Sales Management |
403 |
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Types of Sales Jobs |
404 |
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New Business Selling |
404 |
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Trade Selling |
404 |
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Missionary Selling |
404 |
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Technical Selling |
405 |
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The Personal Sales
Process |
405 |
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Prospecting |
406 |
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Preapproach |
407 |
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Approach |
407 |
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Presentation |
407 |
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Close |
408 |
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Servicing |
409 |
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Sales Approaches |
409 |
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Stimulus-Response
Sales Approach |
409 |
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The Selling Formula |
410 |
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Need Satisfaction
Method |
411 |
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Consultative Selling |
412 |
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Managing the Sales
Function |
412 |
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Sales Force
Organization |
412 |
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Sales Force Size |
414 |
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Recruitment and
Selection |
416 |
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Training |
418 |
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Compensation |
419 |
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Sales Force
Evaluation and Control |
421 |
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|
Conclusions |
422 |
|
|
Key Terms |
422 |
|
|
Chapter Summary |
423 |
|
|
Chapter Problems |
423 |
|
|
Notes |
424 |
|
Chapter 14 |
Controlling
and Monitoring |
426 |
|
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Controlling and
Monitoring Marketing Performance |
426 |
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|
Market Share Analysis |
427 |
|
|
Sales Analysis |
429 |
|
|
Profitability
Analysis |
430 |
|
|
Contribution Analysis |
432 |
|
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Variance Analysis |
433 |
|
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Sales Force Control |
437 |
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Advertising Control |
439 |
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Customer
Satisfaction Control |
440 |
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Components of a
Measuring System |
441 |
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|
The Marketing Audit |
442 |
|
|
Conclusions |
446 |
|
|
Key Terms |
447 |
|
|
Chapter Summary |
447 |
|
|
Chapter Problems |
448 |
|
|
Notes |
449 |
|
Appendix A |
A Sample
Business Planning Manual |
451 |
|
|
Why Write a Plan? |
451 |
|
|
The Components of
the Plan |
452 |
|
|
Putting it All
Together |
484 |
|
Appendix B |
Glossary |
485 |
|
|
Index |
501 |
|
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