Marketing Management 3e

For upper-level undergraduate or MBA courses in Marketing Management. Marketing Management, 3e goes beyond the explanation of basic concepts through a Marketing Strategy framework. For upper-level undergraduate or MBA courses in Marketing Management. Marketing Management, 3e goes beyond the explanation of basic concepts through a Marketing Strategy framework. "Do your students sometimes view basic Marketing Management concepts as disconnected? Do you feel like they are often trying to memorize concepts versus truly understanding them?" The Marketing Strategy framework is introduced and shown onpg. 37 (Fig 2.1), and integrated throughout the rest of the text. This framework follows the flow of decision making. For example: The marketing manager first decides what the goal is and then how to get there. The key decision is which customer groups to target, then other decisions flow from that crucial decision. The customers' needs, an analysis of the competitors, and an understanding of the industry environment lead to a core strategy that is tailored to each customer target. Finally, the marketing mix or implementation of the strategy is customized for each target, with an additional understanding of the key reasons to buy Benefit: Shows very clearly that strategic decisions must be made before tactical decisions Benefit: Students gain real real understanding into the decision making process, and this enables them to better analyze business cases and situations - one of the chief goals of this course.Other Points of Differentiation:"How do you address the rapid changes facing marketing managers today by information technology and the Internet?" Strategies for the Impact of the Internet --weaves a strong information technology (IT) and online emphasis throughout the book, in areas such as information gathering, communi­cations, pricing, and product development. Benefit: Shows students how information technology and the Internet have dramatically affected today's marketing manager's job."Do you think that thinking about global markets is a natural part of the job for a marketing manager?" Global Marketing Strategies are integrated throughout the text. Develop­ing a global marketing strategy is no longer a separate activity from developing a U.S. strategy. "Do you assign outside cases and readings? Would it help if we could package them with this text and discount the price for your students?" Casebook solutions! Instructors: Visit www.prenhall.com/custombusiness to see how easy it is to create a casebook or coursepack that includes cases and readings from leading providers, like Harvard Business School Publishing. An exam copy takes just 2 weeks. When students purchase a casebook bundled with this text, they save 10%"Are you using or interested in using a simulation to complement your principles of marketing textbook?"NEW - Simulations from Interpretive Simulations! Instructors, please visit: www.prenhall.com/interpretive for additional information. Students get a top textbook from PH, a premium simulation from Interpretive, and a discount on both! Chapter-By-Chapter Highlights: Chapter 1: Marketing and the Job of the Marketing ManagerBasics of marketing: what it is, why it is important, and the importance of a customer/competitor ori­entation Key benefit: provides students with an understanding of the importance of being customer oriented and of the organizational environment within which marketing decisions are made. Chapter 2: Developing a Marketing StrategyIntroduces the basic strategic framework that helps frame and tie-together basic marketing management concepts.Topics include the development of a complete marketing strategy, differentiation, product positioning, developing a value proposition, product life cycle, and product line management. Key benefit: provides students with a practical guide to the development of marketing strategy Chapter 3: Marketing ResearchShows how market research is fundamental to the development of a marketing strategy. Covers primary and secondary data collection, electronic sources of information, forecasting, and methods of estimating market potential. Key benefit: shows students that research is critical to the marketing management function and how to conduct a marketing research study. Chapter 4: Analyzing Consumer Behavior Covers the basics of understanding how and why consumers make purchasing decisions. Chapter 5: Organizational Buying BehaviorHighlights the differences between con­sumer and business­-to­-business buying behavior. Chapter 6: Market Structure and Competitor AnalysisCovers competitor defini­tion, competitor analysis, and where information about competitors can be obtained.Key benefit: Students will obtain a "hands on" approach and concrete methods for determining competitors and analyzing their strengths and weaknesses. Chapter 7: Product DecisionsCovers major decisions related to the product, including developing and maintaining brand equity, product positioning, product line management.Key benefit: Students will gain knowledge about two key strategic parts of the marketing manager's job: branding and product positioning. Chapter 8: New Product Development and MarketingDiscusses various approaches to new product development.Key benefit: New products are the lifeline of any business; students will better appreciate the complexities of developing and introducing new products. Chapter 9: PricingFocuses on how to measure customer value and how to use it to make pricing decisions. Key benefit: Students should understand that pricing decisions can be made systematically versus the ad hoc approaches that are com­monly used in practice. Chapter 10: Communications and Advertising StrategyCovers the basic communications model and the importance of integrating all communications activities to deliver a uniform message and image to customers. Key benefit: Students will have a better understanding of integrated marketing communications (IMC) and advertising's role in the communications mix. Chapter 11: Sales PromotionCovers the essentials of sales promotion as well as budgeting and Internet appli­cations. Key benefit: Students will better appreciate how sales promotion complements other elements of the communications mix. Chapter 12: Channels of DistributionCovers channel structure and man­agement with an emphasis on managing indirect channels. Key benefit: Students will better appreciate the wide variety of channel options that exist today as well as some of the management problems involved with channels. Chapter 13: Direct Channels of Distribution: Personal Selling and Direct MarketingIntroduces personal selling as a mixture of communications and distribution. Chapter 14: Customer Relationship ManagementCovers various topics in customer retention including loyalty programs, mass customization, and information technology used to create customer databases. Key benefit: Students will understand how to develop a CRM program for his or her company and the various issues involved with implementation. Chapter 15: Strategies for Service MarketsTopics covered include the service quality model, strategic and tactical issues, and the impact of technology on service markets with special attention paid to financial services.