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| 자료유형 | 단행본 |
|---|---|
| 서명/저자사항 | Marketing / Charles W. Lamb, Joseph H. Hair, Carl McDaniel |
| 개인저자 | Lamb, Charles W. Hair, Joseph F./ McDaniel, Carl D. |
| 판사항 | 5th ed. |
| 발행사항 | Cincinnati, OH : South-Western College, 2000 |
| 형태사항 | xxxiv, 773 p. : ill. ; 29 cm |
| ISBN | 0324006381 |
| 서지주기 | Includes bibliographical references and index |
| 비통제주제어 | Marketing |
| 분류기호 | 326.16 |
| 언어 | 영어 |
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CONTENTS
PART 1 The World of Marketing ... 1
1 AN OVERVIEW OF MARKETING ... 4
What Is Marketing? ... 6
The Concept of Exchange ... 6
Marketing Management Philosophies ... 6
...
목차 전체
CONTENTS
PART 1 The World of Marketing ... 1
1 AN OVERVIEW OF MARKETING ... 4
What Is Marketing? ... 6
The Concept of Exchange ... 6
Marketing Management Philosophies ... 6
Production Orientation ... 7
Sales Orientation ... 7
Market Orientation ... 7
Societal Orientation ... 9
Differences Between Sales and Market Orientations ... 9
The Organization's Focus ... 9
The Firm's Business ... 15
Those to Whom the Product Is Directed ... 15
The Firm's Primary Goal ... 16
Tools the Organization Uses to Achieve Its Goals ... 16
A Word of Caution ... 16
The Marketing Process ... 17
Why Study Marketing ... 17
Marketing Plays an Important Role in Society ... 17
Marketing Is Important to Businesses ... 18
Marketing Offers Outstanding Career Opportunities ... 18
Marketing Affects Your Life Every Day ... 18
Looking Ahead ... 19
Looking Back ... 20
Summary ... 20
Key Terms ... 20
Discussion and Writing Questions ... 21
Application for Small Business ... 21
Review Quiz ... 22
Video Case : Lord of the Boards ... 23
Answer Key ... 25
2 STRATEGIC PLANNING : DEVELOPING AND IMPLEMENTING A MARKETING PLAN ... 26
The Nature of Strategic Planning ... 28
What Is a Marketing Plan? ... 29
Why Write a Marketing Plan? ... 30
Marketing Plan Elements ... 31
Writing the Marketing Plan ... 31
Define the Business Mission ... 33
Set Marketing Plan Objectives ... 34
Conduct a Situation Analysis ... 35
Strategic Windows ... 37
Strategic Alternatives ... 37
Selecting a Strategic Alternative ... 38
Differential Advantage ... 42
Describe the Marketing Strategy ... 43
Target Market Strategy ... 43
The Marketing Mix ... 44
Following Up the Marketing Plan ... 45
Implementation ... 45
Evaluation and Control ... 46
Effective Strategic Planning ... 46
Looking Back ... 47
Summary ... 47
Discussion and Writing Questions ... 52
Key Terms ... 52
Application for Small Business ... 52
Review Quiz ... 53
Video Case : Comedian Mark Lundhoim Marketing Recovery ... 55
Answer Key ... 56
3 THE MARKETING ENVIRONMENT AND MARKETING ETHICS ... 58
The External Marketing Environment ... 60
Understanding the External Environment ... 60
Environmental Management ... 60
Social Factors ... 61
Marketing-Oriented Values of Today ... 61
The Growth of Component Lifestyles ... 62
The Changing Role of Families and Working Women ... 64
Demographic Factors ... 64
Generation Y : Born to Shop ... 65
Generation X : Savvy and Cynical ... 66
Baby Boomers : America's Mass Market ... 66
Older Consumers : Not Just Grand-parents ... 68
Americans on the Move ... 69
Growing Ethnic Markets ... 69
Ethnic and Cultural Diversity ... 70
Economic Factors ... 71
Rising Incomes ... 71
Inflation ... 72
Recession ... 73
Technological and Resource Factors ... 73
Political and Legal Factors ... 75
Federal Legislation ... 76
State Laws ... 77
Regulatory Agencies ... 77
Competitive Factors ... 78
Competition for Market Share ... 78
Global Competition ... 80
Ethical Behavior in Business ... 81
Morality and Business Ethics ... 81
Ethical Decision Making ... 82
Ethical Guidelines ... 83
Corporate Social Responsibility ... 84
Looking Back ... 86
Summary ... 86
Key Terms ... 88
Discussion and Writing Questions ... 88
Application for Small Business ... 89
Review Quiz ... 90
Video Case : Ben & Jerry's : "We Do Good by Doing Good." ... 92
Answer Key ... 92
4 DEVELOPING A GLOBAL VISION ... 94
Rewards of Global Marketing ... 96
Importance of Global Marketing to the United States ... 97
Multinational Firms ... 98
Multinational Advantage ... 99
Global Marketing Standardization ... 100
External Environment Facing Global Marketers ... 101
Culture ... 101
Economic and Technological Development ... 103
Political Structure ... 106
Demographic Makeup ... 112
Natural Resources ... 113
Global Marketing by the Individual Firm ... 114
Export ... 115
Licensing ... 115
Contract Manufacturing ... 118
Joint Venture ... 118
Direct Investment ... 119
The Global Marketing Mix ... 120
Product and Promotion ... 120
Distribution ... 125
Looking Back ... 126
Summary ... 126
Discussion and Writing Questions ... 127
Key Terms ... 127
Application for Small Business ... 128
Review Quiz ... 128
Video Case : Autocite : The Ticket to Going Global ... 129
Answer Key ... 131
PART 2 Analyzing Marketing Opportunities ... 137
5 CONSUMER DECISION MAKING ... 140
The Importance of Understanding Consumer Behavior ... 142
The Consumer Decision-Making Process ... 143
Need Recognition ... 143
Information Search ... 144
Evaluation of Alternatives and Purchase ... 146
Post-purchase Behavior ... 147
Types of Consumer Buying Decisions and Consumer Involvement ... 148
Factors Determining the Level of Consumer Involvement ... 149
Marketing Implications of Involvement ... 150
Factors Influencing Consumer Buying Decisions ... 152
Cultural Influences on Consumer Buying Decisions ... 153
Culture and Values ... 153
Understanding Culture Differences ... 156
Subculture ... 156
Social Class ... 158
Social Influences on Consumer Buying Decisions ... 160
Reference Groups ... 161
Opinion Leaders ... 162
Family ... 164
Individual Intluences on Consumer Buying Decisions ... 165
Gender ... 166
Age and Family Life Cycle Stage ... 166
Personality, Self-Concept, and Lifestyle ... 167
Psychological Influences on Consumer Buying Decisions ... 168
Perception ... 169
Motivation ... 171
Learning ... 173
Beliefs and Attitudes ... 174
Looking Back ... 177
Summary ... 177
Discussion and Writing Questions ... 178
Key Terms ... 179
Application for Small Business ... 179
Review Quiz ... 179
Video Case : Vermont Teddy Bear Co. : Workin' Hard for the Honey ... 181
Answer Key ... 182
6 BUSINESS MARKETING ... 184
What Is Business Marketing? ... 186
Business Marketing on the Internet ... 186
Relationship Marketing and Strategic Alliances ... 187
Major Categories of Business Customers ... 190
Producers ... 190
Resellers ... 190
Governments ... 191
Institutions ... 191
The North American Industry Classification System(NAICS) ... 192
Business Versus Consumer Markets ... 192
Demand ... 192
Purchase Volume ... 195
Number of Customers ... 196
Location of Buyers ... 196
Distribution Structure ... 196
Nature of Buying ... 196
Nature of Buying Influence ... 196
Types of Negotiations ... 196
Use of Reciprocity ... 196
Use of Leasing ... 197
Primary Promotional Method ... 197
Types of Business Products ... 197
Major Equipment ... 197
Accessory Equipment ... 197
Raw Materials ... 198
Component Parts ... 198
Processed Materials ... 199
Supplies ... 199
Business Services ... 199
Business Buying Behavior ... 199
Buying Centers ... 199
Evaluative Criteria ... 200
Buying Situations ... 202
Purchasing Ethics ... 203
Customer Service ... 203
Looking Back ... 204
Summary ... 204
Discussion and Writing Questions ... 205
Key Terms ... 205
Application for Small Business ... 206
Review Quiz ... 206
Video Case : Burke, Inc. : Business-to-Buisness Alliances ... 207
Answer Key ... 209
7 SEGMENTING AND TARGETING MARKETS ... 210
Market Segmentation ... 212
The Importance of Market Segmentation ... 212
Criteria for Successful Segmentation ... 213
Bases for Segmenting Consumer Markets ... 214
Geographic Segmentation ... 215
Demographic Segmentation ... 215
Psychographic Segmentation ... 220
Benefit Segmentation ... 223
Usage-Rate Segmentation ... 224
Bases for Segmenting Business Markets ... 225
Macrosegmentation ... 225
Microsegmentation ... 225
Steps in Segmenting a Market ... 226
Strategies for Selecting Target Markets ... 227
Undifferentiated Targeting ... 227
Concentrated Targeting ... 229
Multisegment Targeting ... 230
Positioning ... 231
Perceptual Mapping ... 232
Positioning Bases ... 233
Repositioning ... 234
Global Issues in Market Segmentation and Targeting ... 235
Looking Back ... 235
Summary ... 235
Discussion and Writing Questions ... 236
Key Terms ... 237
Application for Small Business ... 237
Review Quiz ... 237
Video Case : Labelle Management : Something for Everyone ... 239
Answer Key ... 240
8 DECISION SUPPORT SYSTEMS AND MARKETING RESEARCH ... 242
Marketing Decision Support Systems ... 244
The Role of Marketing Research ... 245
Differences Between Marketing Research and DSS ... 245
Management Uses of Marketing Research ... 245
Steps in a Marketing Research Project ... 248
The New Age of Secondary Information - The Internet and World Wide Web ... 250
Finding Secondary Data on the Internet ... 251
Discussion Groups and Special Interest Groups on the Internet as Sources of Secondary Data ... 253
Databases on CD-ROM ... 256
Planning the Research Design and Gathering Primary Data ... 256
Specifying the Sampling Procedures ... 267
Collecting the Data ... 268
Analyzing the Data ... 270
Preparing and Presenting the Report ... 271
Following Up ... 272
Scanner-Based Research ... 271
When Should Marketing Research Be Conducted? ... 273
Looking Back ... 273
Summary ... 274
Discussion and Writing Questions ... 274
Key Terms ... 275
Application for Small Business ... 276
Review Quiz ... 277
Video Case : Burke Marketing Research : The Right Way to Make the Right Decision ... 279
Answer Key ... 280
9 CREATING A COMPETITIVE ADVANTAGE USING COMPETITIVE INTELLIGENCE ... 282
Competitive Advantage ... 284
Cost Competitive Advantage ... 284
Sources of Cost Differential Advantages ... 284
Cost Competitive Advantages Are Rarely Sustainable ... 286
Differentiation Competitive Advantages ... 286
Niche Competitive Advantage ... 287
Building Tomorrow's Competitive Advantage ... 287
Competitive Intelligence ... 288
Advantages of Competitive Intelligence ... 288
Sources of Internal Competitive Intelligence ... 289
Non-Computer-Based External Sources of Competitive Intelligence ... 290
Experts ... 290
CI Consultants ... 291
Government Agencies ... 291
Uniform Commercial Code Filings ... 293
Suppliers ... 294
Photographs ... 294
Newspapers and Other Publications ... 294
Yellow Pages ... 294
Trade Shows ... 295
Speeches by Competitors ... 295
Neighbors to Competitors ... 295
Advisory Boards ... 296
Using the Internet and Databases for Competitive Intelligence ... 296
Industrial Espionage ... 298
Looking Back ... 301
Summary ... 301
Discussion and Writing Questions ... 302
Key Terms ... 302
Application for Small Business ... 302
Review Quiz ... 303
Case : Cassatt String Quartet : Using Competitive Intelligence ... 304
Answer Key ... 305
PART 3 Product Decisions ... 313
10 PRODUCT CONCEPTS ... 316
What Is a Product? ... 318
Types of Consumer Products ... 318
Convenience Products ... 318
Shopping Prodocts ... 319
Specialty Products ... 319
Unsought Products ... 320
Product Items, Lines, and Mixes ... 320
Adjustments to Product Items, Lines, and Mixes ... 321
Product Modifications ... 321
Repositioning ... 322
Product Line Extensions ... 323
Product Line Contraction ... 323
Branding ... 323
Benefits of Branding ... 323
Branding Strategies ... 326
Generic Products Versus Branded Products ... 327
Manufacturers' Brands Versus Private Brands ... 327
Individual Brands Versus Family Brands ... 328
Cobranding ... 329
Trademarks ... 330
Packaging ... 332
Packaging Functions ... 332
Labeling ... 333
Universal Product Codes ... 334
Global Issues in Branding and Packaging ... 334
Branding ... 334
Packaging ... 335
Product Warranties ... 335
Looking Back ... 336
Summary ... 336
Discussion and Writing Questions ... 337
Key Terms ... 337
Application for Small Business ... 338
Review Quiz ... 338
Video Case : Ben & Jerry's : Taste and Innovation ... 339
Answer Key ... 340
11 DEVELOPING AND MANAGING PRODUCTS ... 342
The Importance of New Products ... 344
Categories of New Products ... 344
The New-Product Development Process ... 345
New-Product Strategy ... 346
Idea Generation ... 346
Idea Screening ... 348
Business Analysis ... 349
Development ... 349
Test Marketing ... 351
The High Costs of Test Marketing ... 351
Alternatives to Test Marketing ... 353
Commercialization ... 353
Global Issues in New-Product Development ... 354
Organization for New-Product Development ... 355
New-Product Committees and Departments ... 355
Venture Teams and In Intrapreneurs ... 355
Simultaneous Product Development ... 356
The Spread of New Products ... 356
Diffusion of Innovation ... 356
Product Characteristics and the Rate of Adoption ... 357
Marketing Implications of the Adoption Process ... 358
Product Life Cycles ... 359
Introductory Stage ... 360
Growth Stage ... 361
Maturity Stage ... 361
Decline Stage ... 361
Implications for Marketing Management ... 362
Looking Back ... 363
Summary ... 363
Key Terms ... 364
Discussion and Writing Questions ... 365
Application for Small Business ... 365
Review Quiz ... 366
Video Case : AutoCite : Traffic Ticket and Parking Citation System ... 367
Answer Key ... 368
12 SERVICES AND NONPROFIT ORGANIZATION MARKETING ... 370
The Importance of Services ... 372
How Services Differ from Goods ... 373
Intangibility ... 373
Inseparability ... 374
Heterogeneity ... 374
Perishability ... 374
Service Quality ... 375
The Gap Model of Service Quality ... 375
Services Marketing in Manufacturing ... 377
Marketing Mixes for Services ... 377
Product(Service) Strategy ... 378
Core and Supplementary Services ... 378
Mass Customization ... 379
The Service Mix ... 380
Distribution Stratege ... 380
Promotion Strategy ... 381
Price Strategy ... 381
Relationship Marketing in Services ... 382
Internal Maketing in Service Firms ... 383
Global Issues in Service Marketing ... 384
Nonprofit Organization Marketing ... 384
What Is Nonprofit Organization Marketing? ... 385
Unique Aspects of Nonprofit Organization Marketing Strategies ... 386
Objectives ... 386
Target Markets ... 386
Product Decisions ... 387
Distribution Decisions ... 387
Promotion Decisions ... 388
Pricing Decisions ... 388
Looking Back ... 390
Summary ... 390
Discussion and Writing Questions ... 391
Key Terms ... 392
Application for Small Business ... 392
Review Quiz ... 392
Video Case : Boyne USA : At Your Service... ... 394
Auswer Key ... 395
PART 4 Distribution Decisions ... 401
13 MARKETING CHANNELS AND LOGISTICS DECISIONS ... 404
Marketing Channels ... 406
Providing Specialization and Division of Labor ... 407
Overcoming Discrepancies ... 407
Providing Contact Efficiency ... 408
Channel Intermediaries and Their Functions ... 409
Types of Channel Intermediaries ... 409
Channel Functions Performed by Intermediaries ... 410
Channel Structures ... 412
Channels for Consumer Products ... 412
Channels for Business-to-Business and Industrial Products ... 413
Alternative Channel Arrangements ... 413
Channel Strategy Decisions ... 416
Factors Affecting Channel Choice ... 416
Levels of Distribution Intensity ... 418
Channel Relationships ... 420
Channel Power, Control, and Leadership ... 420
Channel Conflict ... 420
Channel Partnering ... 422
Logistics Decisions and Supply Chain Management ... 423
The Evolution of Integrated Logistics and Supply Chain Management ... 426
Benefits of Supply Chain Management ... 427
Balancing Logistics Service and Cost ... 428
Integrated Functions of the Supply Chain ... 430
Sourcing and Procurement ... 431
Production Scheduling ... 431
Order Processing ... 432
Inventory Control ... 433
Warehousing and Materials Handling ... 435
Transportation ... 436
Trends in Logistics ... 437
Automation ... 437
Outsourcing Logistics Functions ... 438
Electronic Distribution ... 439
Channels and Distribution Decisions for Services ... 439
Channels and Distribution Decisions for Global Markets ... 440
Developing Global Marketing Channels ... 440
Global Logistics and Supply Chain Management ... 441
Looking Back ... 443
Summary ... 443
Key Terms ... 446
Discussion and Writing Questions ... 446
Application for Small Business ... 447
Review Quiz ... 447
Video Case : Burton Snowboards : Going Global ... 448
Answer Key ... 450
14 RETAILING ... 452
The Role of Retailing ... 454
Classification of Retail Operations ... 455
Ownership ... 456
Level of Service ... 457
Product Assortment ... 457
Price ... 457
Major Types of Retail Operations ... 457
Department Stores ... 457
Specialty Stores ... 458
Supermarkets ... 459
Drugstores ... 460
Convenience Stores ... 460
Discount Stores ... 461
Restaurants ... 464
Nonstore Retailing ... 465
Automatic Vending ... 465
Direct Retailing ... 466
Direct Marketing ... 468
Electronic Retailing ... 469
Franchising ... 470
Retail Marketing Strategy ... 472
Defining a TargetMarket ... 473
Choosing the Retailing Mix ... 473
The Product Offering ... 473
Promotion Strategy ... 476
The Proper Location ... 476
Retail Prices ... 479
Presentation of the Retail Stare ... 479
Personnel and Customer Service ... 483
Global Retailing ... 483
Trends in Retailing ... 487
Entertainment ... 487
Convenience and Efficiency ... 487
Customer Management ... 488
Looking Back ... 489
Summary ... 489
Discussion and Writing Questions ... 491
Key Terms ... 491
Application for Small Business ... 492
Review Quiz ... 492
Video Case : Hudson's Shopping Euphoria at the Somerset Collection ... 493
Answer Key ... 495
PART 5 Integrated Marketing Communications ... 503
15 MARKETING COMMUNICATION AND PERSONAL SELLING ... 506
The Role of Promotion in the Marketing Mix ... 509
The Promotional Mix ... 510
Personal Selling ... 510
Advertising ... 511
Sales Promotion ... 511
Public Relations ... 512
Marketing Communication ... 513
The Communication Process ... 514
The Sender and Encoding ... 515
The Communication Process and the Promotional Mix ... 516
Integrated Marketing Communications ... 516
The Goals and Tasks of Promotion ... 518
Informing ... 518
Persuading ... 519
Reminding ... 519
Promotional Goals and the AIDA Concept ... 519
AIDA and the Promotional Mix ... 521
Factors Affecting the Promotional Mix ... 522
Nature of the Product ... 522
Stage in the Product Life Cycle ... 522
Target Market Characteristics ... 523
Type of Buying Decision ... 524
Available Funds ... 524
Push and Pull Strategies ... 525
Personal Selling ... 526
Relationship Selling ... 527
Steps in the Selling Process ... 529
Generating Leads ... 531
Qualifying Leads ... 532
Approaching the Customer and Probing Needs ... 533
Develaping and Proposing Solutions ... 535
Handling Objections ... 535
Closing the Sale ... 536
Following Up ... 536
Sales Management ... 538
Defining Sales Goals and the Sales Process ... 538
Determining the Sales Force Structure ... 539
Recruiting and Training the Sales Force ... 539
Compensating and Motivating the Sales Force ... 540
Evaluating the Sales Force ... 542
Looking Back ... 542
Summary ... 542
Key Terms ... 544
Discussion and Writing Questions ... 544
Application for Small Business ... 545
Review Quiz ... 545
Video Case : Boyne USA Resorts' Lifestyles Magazine : Promoting the Ultimate Playground ... 547
Answer Key ... 548
16 ADVERTISING, SALES PROMO-TION, AND PUBLIC RELATIONS ... 550
Effects of Advertising ... 552
Advertising and Market Share ... 553
Advertising and the Consumer ... 554
Advertising and Brand Loyalty ... 554
Advertising and Product Attributes ... 554
Major Types of Advertising ... 555
Institutional Advertising ... 555
Product Advertising ... 555
Steps in Creating an Advertising Campaign ... 557
Determine Campaign Objectives ... 557
Make Creative Decisions ... 558
Make Media Decisions ... 561
Media Types ... 563
Media Selection Considerations ... 567
Media Scheduling ... 569
Evaluate the Ad Campaign ... 570
Sales Promotion ... 570
The Objectives of Sales Promotion ... 571
Tools for Consumer Sales Promotion ... 571
Tools for Trade Sales Promotion ... 575
Public Relations ... 576
Major Public Relations Tools ... 577
Managing Unfavorable Publicity ... 580
Looking Back ... 581
Summary ... 581
Discussion and Writing Questions ... 583
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