Core Concepts of Marketing by John Burnett - HTML preview

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279

INDEX

A

3eliefs, 85, 118

Cash discounts, 239, 248

Acquisition of new product, 172

Bethune, Gordon M., 100

Catalog marketing. See Direct market-

Advertising, 193

Beverage industry, 51,124-125,133

ing

appeals, types of, 200

BlackPlanet.com, 39

Category appraisal, 175-176

banner advertisements, 202-204

Blackwell, Roger, 95

Channels of distribution. See Distribu-

business perspective, 222

Brands/branding, 49,84, 163-164,

tion channels

consumer's perspective, 222

167, 183

Chouinard, Yoon, 80

creative strategy, development of,

Break-even price, 243-244, 248

Chrysler Corporation, 34

200

Brokers, manufacturers, 278-279. See

Coca-Cola Company, 9, 34, 162

creative tactics, 200

also Distribution channels

Cognitive dissonance, 81, 98

defined, 190

Budget, marketing, 21,196,202

Colors (intemational marketing factor),

media plan, development of,

Budweiser corporation, 133

139

201-202

Business cycle, 112-113, 123

Combination export manager, 13 J, 148

organization of, 199-200

Business norms (international market-

Combination offers, 209, 223

researc h, 56

ing), 141

Combination pricing, 241

societal perspective, 222

Business services, 156

Commercialization of new product,

Advertising agency, 199-200

Business-to-business markets. See

180

Advertising campaign, J98, 222

Organizational markets

Common buying factors (market seg-

Advertising department, 199-200

Buyer

ment),44

Aesthetics, 141

communication needs and wants

Communication, 9-10

AIO (activities, interests, opinions)

of (See Integrated Marketing

adaptation, 136, 149

inventories, 40

Communication (IMC)/market-

basic elements of, 191-192

Allen, Ronald w., 99

ing communication)

channel, 273

Alliances, corporate, 133

defined. 75

global marketing and, 128, 136,

Allowances, price, 239-240

feedback, mechanism for, 188

149

American Airlines, 99

motives of (See Motives, buyer)

group communications through

American Express, 185- 186

new product ideas generated by,

opinion leaders, 86

American Import Corporation,

175

to mass markets (See Integrated

224-225

pllce, view of, 227-228

Marketing Communication

American Log Home, 44

Buyer behavior, 73-100

(IMC)/marketing communica-

American Marketing Association, 4,

case application, 99-100

tion)

204

decision-making process, 76-81

pricing and, 231

Armantrout, Linda

factors influencing, 82-91

types of systems, 193

Attitude

market exchange and, 74-75

Community contact, 11-12

buyer behavior influenced by,

organizational, 91-96

Comparison messaging, 9

90-91

postpurchase, 81

Competition, 104-106

defined, 49, 90, 98

as problem solving, 75-91

identification of, 10

Augmented product, 153

Wall Street Journal (wsj.com), 97

intemational marketing, 145-146

Buyer's market, 29

marketing communication and,

B

Buying power, 45, 106, 111-112, 117,

190-191

Baby

73, 74, 117

123

new product ideas from competi-

Baby boomlet, 118. See also Youth

Buying task, 82-84

tors, 174

market

nonprice,232-235,248

BankOne Leasing Corporation, 6

C

Competitive advantage, 3, 24

Banner advertisements, 202-204

Campaigns, advertising/communica-

Competitive analysis, 104-106

Bargaining strength, 29

tion, 198-199,222,223

Competitive distinctiveness, 161

Barders to market entry, 105

Campbell's Soup, 33

Competitive intelligence, 10, 11

BBDO,53

Case Corporation, 72

Competitive pricing, 234-235, 245

281

282

INDEX

Competitive situation, 29

processing, 66-71, 67

physical clistribution. 264-267

Concentration strategy, 35, 49

Dealer loaders, 209, 223

power of members, 274, 277

Consumer, 8. See also Buyer

DeBeers Limited, 85

producer and manufacturer,

advertising, perspective on, 222

Decision-making process, 76-81,

257-258

behavior (See Buyer behavior)

83-84,98

retailing, 258-263

buying power (See Buying power)

Dell Computer Corporation, 126-127

role of channel member, 273, 277

credit/financing, availability of,

Delta Air Lines, Inc ., 99

selection of, 271-272

164

Demand, product

for service marketing, 256-257

defined, 24, 75

demand curve, 229, 248

Wall Street Journ al (wsj.com),

future trends, 95-96

effective, 45, 50

275

markets, 30

primary, 229

wholesaling, 263-264

new products, viewpoint on, 170

Demographics

Dolan, Robert, 232

protection, 108

buyer behavior influenced by,

Domestic marketing, 128

sampling, 209, 223

84-85

Doyle Dane Bernbach, 183

spending patterns, 111-112

defined, 115

Dr. Pepper, 33

Consumer goods

marketing plan, effect on,

Dumping, 138, 143, 148

classification of, 155-1 56

115-118,121

defined, 182

market segmentation by, 36-38,

E

marketing, 17

49, 1l7-118

easyGroup, 142

Consumer-oriented organization, 8

Depression, 112-1 13, 123

Economic accessibility, 45, 50

Contests, 209, 223

Dereg ulation, 107-108

Economic entity, market as, 29

Continental Airlines, Inc., 100

Developing nations, 145

Economic issues, effect on marketing

Convenience goods, 155

Developmental selling, 214-215

of, 110-113, 142-145

Conventional channels, 267-268, 276

Direct exporting, 131. 148

Education and learning

Core product, 153

Direct investment in foreign nations ,

buyer behavior influenced by, 38,

Costs, as pricing factor, 227, 230-231

132

87-88, 116

break-even analysis, 243-244

Direct marketing, 16-17,261-263. See

defined, 98

cost-plus pricing and mark-ups,

also Internet

Elderly market, 37

242-243

examples, 4-5, 224-225

Elvis Presley Enterprises, 1-2

target rates of return, 244

sales force , effect on, 219-220

End-use market segmentation, 41, 43

value-based pricing, 245

Discounts, price, 237-239, 248

Environment, external. See External

Cowing, Roy, 249-250

Distribution channels , 20, 138-139 See

environment

Crandall, Robert J., 99

also Physical distribution

Environmental scanning, 102

Creative strategy, 200, 222

function

Ethical issues, 106-110

Creative tactics, 200, 222

case application, 277-278

Ethnography, 62

Credit, consumer, 164

communication, 273

European Union (EU), 143-144

Cross-functional contact, 10-11

conflict, management of, 274, 277

Evaluation, marketing program,

Culture

consumer, analysis of, 269-270

196-197

buyer behavior and, 85

conventional, 267-268

Excess capacity, use of, 159

detined, 85, 98, 118

direct-to-user, 256

Exchange function (distribution chan-

international markets , effect on,

distribution tasks, specification of,

nels), 253 , 276

139-141

270

Exchange process , 8, 74-75

marketing plan, effect on,

dual functions of, 253-254

Exchange rate, 148

118-121

evolution of, 254

Experimental research approach,

Customary prices, 240

flows in, 255-256

59-60, 70

Customer. See Buyer

functions of, 256-257

Export marketing, 128, 131, 148

Customs. See Culture

horizontal, 268-269

Expropriation, 144, 148

Cyber Dialogue Data, 78

human aspect of di stribution,

External analysis, 102-104, 123, 135

273-274

External environment, 101-125

D

institutional members, 254, 256

case application, 124-125

Data, market research

management process, 269-273

competitors, 104-106

data collection methods, 61-66

member performance, evaluation

defined, 123

data-mining, 68

of,272-273

economic/political issues,

determining types needed, 60

objectives, establishment of, 270

1l0- 113, 142-144, 145

locating sources of, 60-61

organization of, 267-269

future trends, 120-121

INDEX

283

international markets, 139-146

Goods marketing, 13-15, 157-159

customer feedback, mechanism

legal/ethical factors, 106-110,

Gray market (parallel importing), 138

for, 188

J42-144

Gross margin pricing, 242

defined, 189- 190,223

social trends, 115-120, 139-141

Group. See Consumer

of, 194-199

surprises, 104

Guarantees, product, 164-165

evaluation of, J96-197

technology, 113-115, 144

mix, 197-198,223

Wall Street Journal (wsj.com),

H

objectives, 190-191

122

Habits, buying, 84

organization for, 197

External publics, 209, 223

Haij-Joannu, Stelios. 142

planning for, 188

Harley- Davidson, 25-26

role of, 187-189

F

Heineken, 133

target audience for, 188-189

Family, buyer behavior influenced by,

Hershey Foods Corp.. 183-184

Wall Street Journal (wsj.com),

87

Hertz Corporation, 232

221

Family Iifecycle, 37-38, 87, 98,121

High Frequency Marketing (HPM). 46

Internal marketing, 9, 24

Federal Trade

223

High-involvement decisions , 83-84, 98

Internal publics, 209 223

Financing, consumer.

Historical (case study) research

International marketing. See

Follow-up, sales, 218

approach, 60

Global/international marketing

Ford Motor Co., 246

Historical research approach, 71

internet, 10, 16-17,27,115

For-profit marketing, 15

H.J.

..

African-American community, use

Franchising, 132, 259-260

Honda ;'I10to1'

.• 17

by, 39

Full-line product line strategy. 166

banner advertisements . 202-204

Fulton, B. Keith, 39

I

Europe, use in, 142

Image, effect of pricing on, 231

free services/persona! computers,

G

Income, markets based on. 38

promotion of, 235-236

Gender, markets based on, 37

Indirect exporting, 131. 148

market research surveys/question-

Motors, 10 1-102, 104-105

Indirect selling, 215

naires,65

Generation X, 118

Industrial markets. See Organizational

new

development

Geographic market segments, 36, 44,

markets

179

117

Influences,

behavior, 82-91

non-users , facts on, 114

Geographic mobility, 38

external influences. 85-87

retailing (e-tailers), 261-262

Globallinternational marketing, 17,

internal influences. 87-91

youth market, use

78

126- 150. See also Export

situational influences, 82-85

Interviews, 63-64. See also Question-

marketing

Informal assessment marketing envi-

naires

case application, 149-150

ronment, 58-59, 70

defined , 127-128, 148

Information flow. 255

J

distribution and logistics , 138-139

Information search/processing, buyer,

Japan, 145, 151-152

dumping, 138

77-79,98

Jell-O, 34, 88, 167

environment, 139-146

Inside selling, 214, 215

Joint ventures. 132, 149, 173

expropriation. 144

Insti tutional markets, 30

goals, setting, 146

Integrated marketing. See also Inte-

K

gray market (parallel importing),

grated Marketing Communication

Kraft

34, 153

138

(IMC)/marketing communication

new product idea generation, 175

11

L

personal sales. effect on, 220

global marketing, 135-139

Labau 's USA, 51

plan, 133-139

Internet marketing, 78, 114, 179

Language differences (international

pricing, 137-138, 230

pricing, 232

marketing factor), 139

reasons for/against , 129- 130, 135

spying on competitors, 11

Learning. See Education and learning

stages in, 130-133

Integrated Marketing Communication

Legal issues, 106-110, 142-144, 17 1

and customization

(IMC)/marketing communication.

Less developed nations, 145

in. 128-129, 136-137

20,185-225. See also Advertising;

Levi Strauss & Co., 169

wiffs, 144

Personal selling; Public relations;

Levitt, Theodore, 3, 10, 128-129

trading blocs and agreements.

Sales promotion

Licensing, 13 1-132, 149, 173

143-144

196

Lifestyle (marketing factor) , 40-41, 50,

Wall Street Journal

campaign, 198-199

90-91 , 98, 120

147

components of, 190

Limited-line product line strategy, 166

284

INDEX

Line extensions product lines strate-

Marketing Continuum, The, 51

Mass marketing, 15-16, 193. See also

gies, 166-167

Marketing organization

Integrated Marketing Communica-

Line-filling product line strategies, 167

capabilities of, 9

tion (IMC)/marketing communi

Line-pruning product line strategies,

characteristics of, 7-12

cation

167

consumer content of, 8

McDonald' s, 226-227

L.L. riean, 4-5

cross-functional contact, 10-11

MC1 Communications, 68

Local marketing, 17

functional-level considerations, 18

McKenna, Regis, 212

Logistics (of distribution), 138-139

Marketing plan, 18-19,54. See also

Media

Low-involvement decisions, 84, 98

Product planning and strategy for-

evaluating, 202, 203

Loyalty, brand, 49, 84

mulation

plan, development of, 201-202

external factors (See External

public relations contact with, 10

M

environment)

Mergers, acquisition of new products

Macromarketing, 12-13

internal focus, 102

through, 172

Mail order. See Direct marketing

international marketing plan,

Meserue,

232

Manufactured products, 156,257-258

133-139

Micromarketing, 12-13

Manufacturer representatives, 215

media plan, development of,

Middle class, spendi ng power of, 117

Manufacturer's export agent (MEA),

201-202

Miller Brewing Co., 133

131,148

new products, 178

Mission statements, 4, 6, 18-19

Market. See also Target audience/

Marketing research, 53-72. See also

Modeling of behavior, 88

market

Data, market research

Monopoly, 29

approaches to, 31-52,161-162

areas of research, 55-57

Motives, buyer, 40, 50,60, 88-89,98

barriers to entry, 105

case application, 72

Mullen, David, 51

defincd,28-29,75,98

conducting research, 67

Multi-base segmentation strategy, 44,

as economic

29

cost of, 68

50

exchange (See Exchange process)

defined,70

Multinational marketing, 128, 148. See<