Résultats de la recherche - (roles OR role) of advertising

The role of newspapers in the dissemination of climate change information in Tanzania par Siyao, Peter Onauphoo

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Integrated advertising, promotion, and marketing communications par Clow, Kenneth E.

Table des matières: “…Preface xix PART 1 THE IMC FOUNDATION 1 (116) Integrated Marketing Communications 2 (22) Ron Jon Surf Shop: IMC and Brand Building Go to the Beach 2 (2) Overview 4 (2) Communication and IMC Programs 6 (2) Integrated Marketing Communications 8 (1) An Integrated Marketing Communications Plan 9 (1) IMC Components and the Design of this Book 10 (1) The IMC Foundation 10 (3) Advertising Tools 11 (1) IMC Media Tools 11 (1) Promotional Tools 11 (1) Integration Tools 12 (1) Refining the IMC Program 12 (1) The Value of IMC Plans 13 (4) Information Technology 13 (1) Changes in Channel Power 14 (1) Increases in Competition 15 (1) Brand Parity 16 (1) Integration of Information 16 (1) Decline in the Effectiveness of Television Advertising 17 (1) International Implications 17 (7) Corporate Image and Brand Management 24 (32) Gucci: One Strong Brand Works with Others 24 (1) Overview 25 (1) Corporate Image 26 (4) Components of a Corporate Image 26 (1) The Role of a Corporate Image---Consumer Perspective 27 (1) The Role of a Corporate Image--- Business-to-Business Perspective 28 (1) The Role of a Corporate Image---Company Perspective 29 (1) Promoting the Desired Image 30 (2) Creating the Right Image 30 (1) Rejuvenating an Image 31 (1) Changing an Image 31 (1) Corporate Name 32 (1) Corporate Logos 33 (1) Branding 34 (1) Developing a Strong Brand Name 34 (1) Brand Equity 35 (3) Steps to Building Brand Equity 36 (1) Measuring Brand Equity 37 (1) Brand Extensions and Flanker Brands 38 (2) Co-Branding 40 (1) Private Brands 41 (2) Packaging 43 (2) New Trends in Packaging 44 (1) Labels 45 (1) Positioning 45 (3) Other Elements of Positioning 47 (1) Ethical Issues in Brand Management 48 (1) International Implications 49 (7) Buyer Behaviors 56 (32) Apple's iPhone: Dialing Up New Customers 56 (2) Overview 58 (1) Consumer Purchasing Process 58 (1) Information Search 59 (7) Internal Search 59 (1) External Search 59 (2) Consumer Attitudes 61 (2) Consumer Values 63 (1) Cognitive Mapping 64 (2) Evaluation of Alternatives 66 (3) The Evoked Set Method 66 (1) The Multiattribute Approach 67 (1) Affect Referral 68 (1) Trends in the Consumer Buying Environment 69 (3) Age Complexity 69 (1) Gender Complexity 69 (1) Individualism 69 (1) Active, Busy Lifestyles 70 (1) Cocooning 70 (1) Changes in Family Units 71 (1) Pleasure Pursuits 71 (1) Health Emphasis 71 (1) Business-to-Business Buyer Behavior 72 (1) Factors Affecting Members of Business Buying Centers 73 (2) Organizational Influences 73 (1) Individual Factors 73 (2) Types of Business-to-Business Sales 75 (1) The Business-to-Business Buying Process 76 (2) Identification of Needs 76 (1) Establishment of Specifications 77 (1) Identification of Vendors 77 (1) Vendor Evaluation 77 (1) Vendor Selection 78 (1) Negotiation of Terms 78 (1) Postpurchase Evaluation 78 (1) Dual Channel Marketing 78 (2) International Implications 80 (8) Promotions Opportunity Analysis 88 (29) PETsMART: It's a Dog's Life (which ain't half bad) 88 (2) Overview 90 (1) Promotions Opportunity Analysis 90 (1) Communication Market Analysis 91 (26) Competitors 91 (1) Opportunities 91 (1) Target Markets 92 (1) Customers 92 (1) Product Positioning 93 (1) Establishing Marketing Communications Objectives 93 (1) Establishing a Communications Budget 94 (2) Types of Budgets 96 (1) The Percentage of Sales Method 96 (1) The Meet-the-Competition Method 97 (1) The ``What We Can Afford'' Method 97 (1) The Objective and Task Method 97 (1) Payout Planning 97 (1) Quantitative Models 98 (1) Budgeting Expenditures 98 (1) Preparing Promotional Strategies 99 (1) Matching Tactics with Strategies 100 (1) Market Segmentation 101 (1) Market Segmentation by Consumer Groups 101 (1) Segments Based on Demographics 102 (2) Psychographics 104 (1) Segments Based on Generations 105 (1) Segmentation by Geographic Area 106 (1) Geodemographic Segmentation 106 (1) Benefit Segmentation 107 (1) Usage Segmentation 107 (1) Business-to-Business Segmentation 108 (1) Segmentation by Industry 108 (1) Segmentation by Size 109 (1) Segmentation by Geographic Location 109 (1) Segmentation by Product Usage 109 (1) Segmentation by Customer Value 110 (1) International Implications 110 (7) PART 2 IMC ADVERTISING TOOLS 117 (90) Advertising Management 118 (1) The Anatomy of a Perfect Pushup 118 (1) Overview 119 (2) Overview of Advertising Management 121 (1) Advertising and the IMC Process 121 (1) Choosing an Advertising Agency 122 (1) Decision Variables 123 (1) External Advertising Agencies 124 (1) Choosing an Agency 125 (1) Goal Setting 125 (1) Selection Criteria 125 (2) Reference Requests 127 (1) Creative Pitch 127 (1) Agency Selection 128 (1) Advertising Planning and Research 129 (1) The Roles of Advertising Account Executives 130 (1) The Roles of Creatives 130 (1) Advertising Campaign Management 131 (1) Communication Market Analysis 131 (1) Advertising Goals 132 (1) Building Brand Image 132 (1) Providing Information 133 (1) Persuasion 133 (1) Supporting Marketing Efforts 133 (1) Encouraging Action 134 (1) The Advertising Budget 134 (1) Media Selection 135 (1) The Creative Brief 135 (1) The Objective 135 (1) The Target Audience 136 (1) The Message Theme 137 (1) The Support 137 (1) The Constraints 137 (1) International Implications 138 (8) Advertising Design: Theoretical Frameworks and Types of Appeals 146 (30) Ecko Enterprises: Dressing the Hip Hop World and Beyond 146 (2) Overview 148 (1) The Creative Brief 148 (1) Advertising Theory 149 (4) Hierarchy of Effects 149 (1) Means-End Theory 150 (1) Leverage Points 151 (1) Verbal and Visual Images 152 (1) Types of Advertising Appeals 153 (14) Fear 154 (1) Humor 155 (2) Sex 157 (5) Musical Appeals 162 (2) Rational Appeals 164 (1) Emotional Appeals 165 (2) Scarcity Appeals 167 (1) The Structure of an Advertisement 167 (2) International Implications 169 (7) Advertising Design: Message Strategies and Executional Frameworks 176 (31) Dove's Social and Fashion Advertising 176 (1) Overview 177 (1) Message Strategies 178 (5) Cognitive Strategies 178 (3) Affective Strategies 181 (1) Conative Strategies 182 (1) Executional Frameworks 183 (5) Animation 183 (1) Slice-of-Life 184 (1) Dramatization 185 (1) Testimonials 185 (1) Authoritative 186 (1) Demonstration 186 (1) Fantasy 187 (1) Informative 188 (1) Sources and Spokespersons 188 (6) Source Characteristics 190 (2) Matching Source Types and Characteristics 192 (2) Creating an Advertisement 194 (1) Advertising Effectiveness 195 (3) Beating Ad Clutter 197 (1) International Implications 198 (9) PART 3 IMC MEDIA TOOLS 207 (88) Traditional Media Channels 208 (34) M&M's: The Sweet Task of Media Selection 208 (2) Overview 210 (1) Media Strategy 210 (1) Media Planning 211 (2) Media Planners 212 (1) Media Buyers 213 (1) Advertising Objectives 213 (3) Achieving Advertising Objectives 216 (3) Recency Theory 217 (2) Media Selection 219 (11) Television 219 (3) Radio 222 (2) Outdoor Advertising 224 (2) Magazines 226 (2) Newspapers 228 (2) Media Mix 230 (1) Media Selection in Business-to-Business Markets 231 (2) International Implications 233 (9) E-active Marketing 242 (28) How Google Has Changed Our Language 242 (1) Overview 243 (1) E-Commerce 244 (2) E-Commerce Components 245 (1) E-Commerce Incentives 246 (3) Financial Incentives 246 (1) Convenience Incentives 247 (1) Value-Added Incentives 248 (1) Consumer Concerns with E-Commerce 249 (2) Seller Opportunism 249 (1) Security Issues 249 (1) Privacy Issues 250 (1) Purchasing Habits 250 (1) Biusiness-to-Business E-Commerce 251 (1) Interactive Marketing 251 (2) Online Advertising 253 (1) Forms of Online Advertising 253 (1) The Impact of Online Advertising 253 (1) Brand Spiraling 253 (1) Blogs 254 (1) Reactions to Negative Comments 254 (1) Company-Sponsored Blogging 255 (1) Online Social Networks 255 (1) Developing a Social Network Presence 256 (1) Consumer-Generated Advertising 256 (1) Consumer-Generated Reviews 257 (1) E-Mail 258 (2) Integration with Other Channels 258 (1) Web Analytics 258 (1) Monitoring Future Actions 259 (1) E-Mail Newsletters 259 (1) Advertising on Other Newsletters 259 (1) Search Engine Optimization 260 (1) Viral Marketing 260 (2) Web Site Design Issues 262 (1) International Implications 262 (8) Shipping Issues 262 (1) Payment Methods 263 (1) Communication Issues 263 (1) Technology Issues 263 (7) Alternative Marketing 270 (25) Red Bull's Buzz 270 (1) Overview 271 (1) Alternative Media Programs 272 (1) Buzz Marketing 272 (2) Consumers Who Like a Brand 273 (1) Sponsored Consumers 273 (1) Company Employees 273 (1) Buzz Marketing Stages 274 (1) Buzz Marketing Preconditions 274 (1) Guerilla Marketing 274 (2) Product Placements and Branded Entertainment 276 (2) Product Placements 276 (1) Branded Entertainment 276 (1) Achieving Success with Individual Consumers 277 (1) Company Tactics 277 (1) The Media's Perspective 278 (1) Lifestyle Marketing 278 (1) Alternative Media Venues 279 (3) Video Game Advertising 279 (1) Benefits of Video Game Advertising 280 (1) Disadvantages of Video Game Advertising 280 (1) Cinema Advertising 280 (1) In-Tunnel Subway Advertising 280 (1) Parking Lot Advertising 281 (1) Escalator Advertising 281 (1) Airline In-Flight Advertising 281 (1) Leaflets and Brochures 281 (1) Carry-Home Menus 281 (1) Carry-Home Bag Advertising 282 (1) Advertising on Clothing 282 (1) Mall Signs 282 (1) Kiosks 282 (1) In-Store Marketing 282 (2) New In-Store Marketing Tactics 283 (1) Point-of-Purchase Tactics 284 (2) Designing Effective POP 284 (1) Measuring POP Effectiveness 285 (1) Combination Approaches 286 (1) Brand Communities 286 (2) International Implications 288 (7) PART 4 IMC PROMOTIONAL TOOLS 295 (86) Database and Direct Response Marketing 296 (28) Levi Strauss & Co.: Using Quality Information to Build Relationships 296 (2) Overview 298 (1) Database Marketing 298 (1) Building a Data Warehouse 299 (2) E-Mail and Internet Data 300 (1) Purchase and Communication Histories 300 (1) Personal Preference Profiles 300 (1) Customer Information Companies 301 (1) Geocoding 301 (1) Database Coding and Analysis 301 (2) Lifetime Value Analysis 301 (1) RFM Analysis 302 (1) Data Mining 303 (1) Database-Driven Marketing Communications 304 (3) Identification Codes 305 (1) Customer Profile Information 305 (1) In-Bound Telemarketing 305 (1) Trawling 306 (1) Lifetime Value Segments 306 (1) Database-Driven Marketing Programs 307 (5) Permission Marketing 307 (2) Frequency Programs 309 (2) Customer Relationship Management 311 (1) Direct Response Marketing 312 (1) Direct Mail 313 (1) Types of Lists 313 (1) Advantages of Direct Mail 314 (1) Disadvantages of Direct Mail 314 (1) Catalogs 314 (1) Direct Response Media 315 (1) Internet 315 (1) Alternative Media 315 (1) Telemarketing 316 (1) International Implications 316 (8) Sales Promotions 324 (30) Sales Promotions and More Hook Fans 324 (2) Overview 326 (1) Consumer Promotions 326 (1) Coupons 327 (3) Coupon Distribution 328 (1) Types of Coupons 328 (1) Problems with Coupons 329 (1) Premiums 330 (1) Types of Premiums 330 (1) Keys to Successful Premium Programs 331 (1) Contests and Sweepstakes 331 (2) Contests 332 (1) Sweepstakes 332 (1) Components of Prizes 332 (1) Goals of Contests and Sweepstakes 333 (1) Refunds and Rebates 333 (1) Sampling 334 (2) Types of Samples 335 (1) Benefits of Sampling 335 (1) Problems with Sampling 335 (1) Successful Sampling Programs 336 (1) Bonus Packs 336 (1) Types of Bonus Packs 336 (1) Benefits of Bonus Packs 336 (1) Problems with Bonus Packs 337 (1) Price-Offs 337 (1) Benefits of Price-Offs 337 (1) Problems with Price-Offs 338 (1) Overlays and Tie-Ins 338 (1) Planning for Consumer Promotions 338 (2) Trade Promotions 340 (7) Trade Allowances 340 (2) Trade Contests 342 (1) Trade Incentives 343 (2) Trade Shows 345 (2) Concerns with Trade Promotions 347 (1) International Implications 348 (6) Public Relations and Sponsorship Programs 354 (27) Everyone's Wild About Harry 354 (1) Overview 355 (1) Public Relations 356 (1) Internal Versus External Public Relations 356 (1) Public Relations Tools 356 (1) Public Relations Functions 357 (1) Identifying Stakeholders 357 (2) Internal Stakeholders 358 (1) External Stakeholders 358 (1) Assessing Corporate Reputation 359 (1) Auditing Corporate Social Responsibility 360 (1) Creating Positive Image-Building Activities 360 (4) Cause-Related Marketing 361 (2) Green Marketing and Pro-Environmental Activities 363 (1) Preventing or Reducing Image Damage 364 (4) Proactive Prevention Strategies 365 (1) Reactive Damage-Control Strategies 365 (3) Sponsorships 368 (2) Forms of Sponsorships 368 (1) Choosing Sponsorships 369 (1) Sponsorship Objectives 370 (1) Event Marketing 370 (3) Determining Objectives 371 (1) Matching the Event to Publics 371 (1) Promoting the Event 371 (1) Advertising at the Event 371 (1) Tracking Results 372 (1) Cross-Promotions 372 (1) International Implications 373 (8) PART 5 IMC ETHICS, REGULATION, AND EVALUATION 381 (57) Regulations and Ethical Concerns 382 (26) A Salty Situation 382 (1) Overview 383 (1) Marketing Communications Regulations 384 (6) Governmental Regulatory Agencies 384 (1) The Federal Trade Commission 385 (1) Unfair and Deceptive Marketing Practices 385 (1) Deception Versus Puffery 385 (1) Substantiation of Marketing Claims 386 (1) How Investigations Begin 387 (1) Consent Orders 388 (1) Administrative Complaints 388 (1) Courts and Legal Channels 388 (1) Corrective Advertising 389 (1) Trade Regulation Rulings 389 (1) Industry Oversight of Marketing Practices 390 (2) Council of Better Business Bureaus 390 (1) National Advertising Division 390 (1) National Advertising Review Board 391 (1) Children's Advertising Review Unit 391 (1) Ethics and Social Responsibility 392 (3) Ethics and Advertising 393 (1) Perpetuating Stereotypes 393 (1) Advertising Unsafe Products 394 (1) Offensive Advertisements 394 (1) Advertising to Children 395 (1) Marketing and Ethics 395 (2) Brand Infringement 395 (1) Medical Marketing and Advertising 396 (1) Gifts and Bribery in Business-to-Business Marketing Programs 396 (1) Internet Marketing: Spamming and Cookies 397 (1) Responding to Ethical Challenges 397 (2) Ethical Frameworks 398 (1) Social Responsibility 399 (1) Social Responsibility Perspectives 399 (1) Ethics Programs 400 (1) Ethics Training Programs 400 (1) Codes of Ethics 400 (1) Ethics Consulting Systems 401 (1) International Implications 401 (7) Evaluating an Integrated Marketing Program 408 (30) Pretesting for Effectiveness: The New High-Tech World of Advertising Design 408 (1) Overview 409 (1) Matching Methods with IMC Objectives 410 (1) Message Evaluations 411 (10) Concept Testing 412 (1) Copytesting 413 (1) Recall Tests 414 (2) Recognition Tests 416 (1) Attitude and Opinion Tests 417 (1) Emotional Reaction Tests 418 (1) Physiological Arousal Tests 419 (1) Persuasion Analysis 420 (1) Evaluation Criteria 421 (2) Behavioral Evaluations 423 (5) Sales and Response Rates 423 (2) Online Metrics 425 (1) Test Markets 426 (2) Purchase Simulation Tests 428 (1) Evaluating Public Relations Activities 428 (2) Evaluating the Overall IMC Program 430 (1) International Implications 431 (7) Name/Organization Index 438 (8) Subject Index 446…”

Issues of legal ethics in the practice of environmental law / par Russell, Irma S.

Table des matières: “…Regulation of lawyers -- The duty of competence -- The lawyer-client relationship -- Confidentiality -- Basic conflicts concerns -- Special conflicts concerns -- The lawyer's duty of candor to the tribunal -- The lawyer's duties to nonclients -- Alternative dispute resolution -- The anti-contact rule : represented persons -- Multi-disciplinary practice -- Multijurisdictional practice -- Pro bono representations -- Lawyer advertising -- Lawyer fees -- The lawyer's role in working with consultants -- The lawyer's role in working with the media -- Termination and withdrawal from representation.…”
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Essentials of marketing : a marketing strategy planning approach / par Perreault, William D.

Table des matières: “…Marketing's role in the global economy Marketing's role within the firm or nonprofit organization Focusing marketing strategy with segmentation and positioning Evaluating marketing strategy with segmentation and positioning Evaluating opportunities in the changing marketing environment Final consumers and their buying behavior Business and organizational customers and their buying behavior Improving decisions with marketing information Elements of product planning for goods and services Product management and new-product development Place and development of channel systems Logistics and distribution customer service Retailers, wholesalers, and their strategy planning Promotion: introduction to integrated marketing communications Personal selling Advertising and sales promotion Pricing objectives and policies Price setting in the business world Developing innovative marketing plans: appraisal and challenges…”

Applied marketing and social research /

Table des matières: “…Introduction; The Contribution of Research to General Motors Corporate Communications Strategy in the UK; The Fresh Cream Cakes Market: The Use of Qualitative Research as Part of a Consumer Research Programme; Clover New Product Development; The Contribution of Research in the Development of the BBC's Computer Literacy Project; Assessing what is being Measured by a Readership Survey; Ad-hoc Pricing Research; Product Testing; A Cost Effective Use of Research to Evaluate Sales Promotions; The Tracking Study in Market Research; On-line Data Bases - Their Role in Information Retrieval; The Research Benefits of Scanning; Assessing the Effectiveness of Computer-Based Training; Multi- Country Research; Evaluating the Effectiveness of Anti-Drinking and Driving Advertising: Increasing the Cost Efficiency of Research; Developing a New Index of Crime: The British Crime Survey.…”

Public relations : principles and practices / par Sachdeva, Iqbal S.

Table des matières: “…389 (3) Case Study: Godrej---the New Identity Programme 392 (2) Event Management 394 (23) Events---a Powerful Communication 394 (1) Objectives of Special Events 395 (4) Event Management Industry---a Historical Perspective 399 (3) Events---Classifications 402 (1) Events---Types 402 (5) Organizing an Event 407 (10) PR and Crisis Management 417 (19) Defining a Crisis Situation 417 (1) Kinds of Crisis 418 (6) PR and Crisis Management---the Plan 424 (5) The Ten Commandments 429 (2) Case Study: Sir Ganga Ram Hospital---Disaster Management Plan 431 (5) Government Public Relations 436 (21) Government Public Relations 436 (4) Elections and Public Relations 440 (1) Objectives of Government PR 441 (4) Government PR Agencies 445 (3) Government PR Problems 448 (2) PR---Public and Private Sectors 450 (2) Case Study: Public Relations in Action--Focus: 2004 Elections 452 (5) PR and Lobbying 457 (28) Lobbying and Lobbyists 457 (1) The American Scene 458 (2) The Lobbying Majors of America 460 (4) The Indian Scene 464 (4) The Pressure Groups of India 468 (2) Lobbying---India's Historial Perspective 470 (1) Some Major Lobbies of India 471 (4) PR Role in Lobbying 475 (7) Case Study: Lobbying---a Pervasive, Flourishing Racket in Washington 482 (3) Corporate Advertising 485 (22) Advertising and Public Relations 485 (2) Advertising Credibility 487 (1) A Critical View 488 (2) Objectives of Corporate Advertising 490 (8) Media for Corporate Advertising 498 (2) Types of Corporate Advertising 500 (7) Anatomy of a House Journal 507 (18) A House Journal Defined 507 (2) A Historical Perspective 509 (1) Objectives of a House Journal 509 (1) Types of House Journals 510 (4) Launching a House Journal 514 (7) The Legal Side of Publishing 521 (4) Ethics and Public Relations 525 (16) Public Relations and Ethics 525 (1) Some Legal Aspects 526 (4) Ethical Codes 530 (1) IPR Code for Public Relations 531 (4) IPRA Code of Ethics 535 (1) ASCI Code 535 (6) PART V: SUPPORT SERVICE Public Relations Agency 541 (22) Public Relations Agency Defined 541 (2) Functions of a PR Agency 543 (1) A Historical Perspective 544 (2) Selection of a PR Agency 546 (4) The Agency Structure 550 (1) Agency Evaluation or Audit 550 (6) Case Study: Concept PR---an Agency Profile 556 (7) Index 563…”

Introduction to mass communication : media literacy and culture / par Baran, Stanley J.

A preface to marketing management / par Peter, J. Paul

Table des matières: “…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…”

International management : culture, strategy, and behavior / par Hodgetts, Richard M.

Table des matières: “…Ethics and Social Responsibility Brief Integrative Case 1: Colgate’s Distasteful Toothpaste Brief Integrative Case 2: Advertising or Free Speech? The Case of Nike and Human Rights In-Depth Integrative Case 1: Pharmaceutical Companies, Intellectual Property, and the Global AIDS Epidemic Part Two: The Role of Culture 4. …”