A preface to marketing management / J. Paul Peter and James H. Donnelly,

Includes bibliographical references (p. 235-241) and indexes.

SECTION I ESSENTIALS OF MARKETING MANAGEMENT
1 (1)
PART A INTRODUCTION
1 (26)
Strategic Planning and the Marketing Management Process
2 (25)
The Marketing Concept
2 (1)
What Is Marketing?
3 (1)
What Is Strategic Planning?
4 (9)
Strategic Planning and Marketing Management
4 (1)
The Strategic Planning Process
5 (8)
The Complete Strategic Plan
13 (1)
The Marketing Management Process
13 (5)
Situation Analysis
14 (2)
Marketing Planning
16 (2)
Implementation and Control of the Marketing Plan
18 (1)
Marketing Information Systems and Marketing Research
18 (1)
The Strategic Plan, the Marketing Plan, and Other Functional Area Plans
18 (2)
Marketing's Role in Cross-Functional Strategic Planning
18 (2)
Conclusion
20 (3)
Appendix Portfolio Models
23 (4)
PART B MARKETING INFORMATION, RESEARCH, AND UNDERSTANDING THE TARGET MARKET
27 (50)
Marketing Research: Process and Systems for Decision Making
28 (12)
The Role of Marketing Research
28 (1)
The Marketing Research Process
29 (9)
Purpose of the Research
29 (1)
Plan of the Research
30 (5)
Performance of the Research
35 (1)
Processing of Research Data
35 (1)
Preparation of the Research Report
36 (1)
Limitations of the Research Process
36 (2)
Marketing Information Systems
38 (1)
Conclusion
39 (1)
Consumer Behavior
40 (13)
Social Influences on Consumer Decision Making
41 (2)
Culture and Subculture
41 (1)
Social Class
42 (1)
Reference Groups and Families
43 (1)
Marketing Influences on Consumer Decision Making
43 (2)
Product Influences
43 (1)
Price Influences
43 (1)
Promotion Influences
44 (1)
Place Influences
44 (1)
Situational Influences on Consumer Decision Making
45 (1)
Psychological Influences on Consumer Decision Making
45 (1)
Product Knowledge
45 (1)
Product Involvement
46 (1)
Consumer Decision Making
46 (6)
Need Recognition
47 (1)
Alternative Search
48 (1)
Alternative Evaluation
49 (1)
Purchase Decision
49 (1)
Postpurchase Evaluation
50 (2)
Conclusion
52 (1)
Business, Government, and Institutional Buying
53 (11)
Categories of Organizational Buyers
53 (1)
Producers
53 (1)
Intermediaries
54 (1)
Government Agencies
54 (1)
Other Institutions
54 (1)
The Organizational Buying Process
54 (1)
Purchase-Type Influences on Organizational Buying
55 (1)
Straight Rebuy
55 (1)
Modified Rebuy
55 (1)
New Task Purchase
55 (1)
Structural Influences on Organizational Buying
56 (2)
Purchasing Roles
56 (1)
Organization-Specific Factors
57 (1)
Purchasing Policies and Procedures
57 (1)
Behavioral Influences on Organizational Buying
58 (2)
Personal Motivations
58 (1)
Role Perceptions
58 (2)
Stages in the Organizational Buying Process
60 (3)
Organizational Need
61 (1)
Vendor Analysis
61 (1)
Purchase Activities
61 (1)
Postpurchase Evaluation
61 (2)
Conclusion
63 (1)
Market Segmentation
64 (13)
Delineate the Firm's Current Situation
64 (1)
Determine Consumer Needs and Wants
65 (1)
Divide Markets on Relevant Dimensions
65 (8)
A Priori versus Post Hoc Segmentation
66 (1)
Relevance of Segmentation Dimensions
66 (1)
Bases for Segmentation
67 (6)
Develop Product Positioning
73 (1)
Decide Segmentation Strategy
74 (1)
Design Marketing Mix Strategy
75 (1)
Conclusion
76 (1)
PART C THE MARKETING MIX
77 (90)
Product and Brand Strategy
78 (16)
Basic Issues in Product Management
78 (9)
Product Definition
78 (1)
Product Classification
79 (1)
Product Quality and Value
80 (1)
Product Mix and Product Line
81 (1)
Branding and Brand Equity
82 (4)
Packaging
86 (1)
Product Life Cycle
87 (2)
Product Adoption and Diffusion
89 (1)
The Product Audit
90 (2)
Deletions
90 (1)
Product Improvement
90 (2)
Organizing for Product Management
92 (1)
Conclusion
93 (1)
New Product Planning and Development
94 (13)
New Product Strategy
95 (2)
New Product Planning and Development Process
97 (5)
Idea Generation
97 (2)
Idea Screening
99 (1)
Project Planning
99 (1)
Product Development
100 (1)
Test Marketing
100 (1)
Commercialization
101 (1)
The Importance of Time
101 (1)
Some Important New Product Decisions
102 (3)
Quality Level
102 (2)
Product Features
104 (1)
Product Design
104 (1)
Product Safety
104 (1)
Causes of New Product Failure
105 (1)
Need for Research
105 (1)
Conclusion
106 (1)
Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing
107 (19)
Strategic Goals of Marketing Communication
107 (1)
Create Awareness
107 (1)
Build Positive Images
108 (1)
Identify Prospects
108 (1)
Build Channel Relationships
108 (1)
Retain Customers
108 (1)
The Promotion Mix
108 (1)
Integrated Marketing Communications
109 (2)
Advertising: Planning and Strategy
111 (1)
Objectives of Advertising
111 (1)
Advertising Decisions
112 (7)
The Expenditure Question
113 (2)
The Allocation Question
115 (4)
Sales Promotion
119 (4)
Push versus Pull Marketing
119 (2)
Trade Sales Promotions
121 (1)
Consumer Promotions
121 (1)
What Sales Promotion Can and Can't Do
121 (2)
Public Relations
123 (1)
Direct Marketing
123 (1)
Conclusion
124 (1)
Appendix: Major Federal Agencies Involved in Control of Advertising
125 (1)
Personal Selling, Relationship Building, and Sales Management
126 (15)
Importance of Personal Selling
126 (1)
The Sales Process
127 (7)
Objectives of the Sales Force
127 (1)
The Sales Relationship-Building Process
128 (5)
People Who Support the Sales Force
133 (1)
Managing the Sales and Relationship-Building Process
134 (6)
The Sales Management Task
135 (1)
Controlling the Sales Force
136 (3)
Motivating and Compensating Performance
139 (1)
Conclusion
140 (1)
Distribution Strategy
141 (16)
The Need for Marketing Intermediaries
141 (1)
Classification of Marketing Intermediaries and Functions
141 (2)
Channels of Distribution
143 (1)
Selecting Channels of Distribution
144 (3)
Specific Considerations
144 (3)
Managing a Channel of Distribution
147 (3)
Relationship Marketing in Channels
147 (1)
Vertical Marketing Systems
147 (3)
Wholesaling
150 (1)
Store and Nonstore Retailing
151 (4)
Store Retailing
151 (1)
Nonstore Retailing
152 (3)
Conclusion
155 (2)
Pricing Strategy
157 (10)
Demand Influences on Pricing Decisions
157 (2)
Demographic Factors
157 (1)
Psychological Factors
157 (1)
Price Elasticity
158 (1)
Supply Influences on Pricing Decisions
159 (3)
Pricing Objectives
159 (1)
Cost Considerations in Pricing
159 (2)
Product Considerations in Pricing
161 (1)
Environmental Influences on Pricing Decisions
162 (1)
Competition
162 (1)
Government Regulations
162 (1)
A General Pricing Model
163 (3)
Set Pricing Objectives
163 (1)
Evaluate Product-Price Relationships
163 (1)
Estimate Costs and Other Price Limitations
164 (1)
Analyze Profit Potential
165 (1)
Set Initial Price Structure
165 (1)
Change Price as Needed
166 (1)
Conclusion
166 (1)
PART D MARKETING IN SPECIAL FIELDS
167 (32)
The Marketing of Services
168 (15)
Important Characteristics of Services
170 (4)
Intangibility
170 (1)
Inseparability
171 (1)
Perishability and Fluctuating Demand
172 (1)
Client Relationship
172 (1)
Customer Effort
173 (1)
Uniformity
174 (1)
Providing Quality Services
174 (2)
Customer Satisfaction Measurement
175 (1)
The Importance of Internal Marketing
175 (1)
Overcoming the Obstacles in Service Marketing
176 (2)
Limited View of Marketing
177 (1)
Limited Competition
177 (1)
Noncreative Management
177 (1)
No Obsolescence
178 (1)
The Service Challenge
178 (4)
Banking
179 (1)
Health Care
179 (1)
Insurance
180 (1)
Travel
180 (1)
Implications for Service Marketers
181 (1)
Conclusion
182 (1)
Global Marketing
183 (16)
The Competitive Advantage of Nations
184 (1)
Organizing for Global Marketing
185 (5)
Problems with Entering Foreign Markets
185 (2)
Organizing the Multinational Company
187 (3)
Programming for Global Marketing
190 (5)
Global Marketing Research
190 (2)
Global Product Strategy
192 (1)
Global Distribution Strategy
193 (1)
Global Pricing Strategy
194 (1)
Global Advertising and Sales Promotion Strategy
194 (1)
Entry and Growth Strategies for Global Marketing
195 (2)
Conclusion
197 (2)
SECTION II ANALYZING MARKETING PROBLEMS AND CASES
199 (14)
A Case Analysis Framework
200 (7)
Analyze and Record the Current Situation
201 (4)
Analyze and Record Problems and Their Core Elements
205 (1)
Formulate, Evaluate, and Record Alternative Courses of Action
206 (1)
Select and Record the Chosen Alternative and Implementation Details
206 (1)
Pitfalls to Avoid in Case Analysis
207 (1)
Communicating Case Analyses
208 (4)
The Written Report
209 (2)
The Oral Presentation
211 (1)
Conclusion
212 (1)
SECTION III FINANCIAL ANALYSIS FOR MARKETING DECISIONS
213 (10)
Financial Analysis
214 (8)
Break-Even Analysis
214 (2)
Net Present Value Analysis
216 (2)
Ratio Analysis
218 (4)
Conclusion
222 (1)
SECTION IV DEVELOPING MARKETING PLANS
223 (12)
A Marketing Plan Framework
224 (9)
Title Page
225 (1)
Executive Summary
225 (1)
Table of Contents
226 (1)
Introduction
226 (1)
Situational Analysis
226 (1)
Marketing Planning
226 (2)
Implementation and Control of the Marketing Plan
228 (2)
Summary
230 (1)
Appendix---Financial Analysis
230 (3)
References
233 (1)
Conclusion
233 (2)
Chapter Notes 235 (7)
Index 242

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