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Marketing: Real People Real Choices, Sixth Edition

by Michael R. Solomon; Greg W. Marshall; Elnora W. Stuart

Publisher: Prentice Hall

Copyright Year: 2009

Publishing Date: 2008/10/07

eText ISBN-10: 0-13-605436-6

eText ISBN-13: 978-0-13-605436-8

Print ISBN-10: 0-13-605421-8

Print ISBN-13: 978-0-13-605421-4

Course: Principles of Marketing

Pages: 640

eTextbook $65.06

(180 day subscription)

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Table of Contents | Description

Instructor Resources | Student Resources

ABOUT THIS TITLE - TABLE OF CONTENTS

Mylab and Letter to Student, IFC-1

Inside Front Cover, IFC-3

About the Authors, xix

Acknowledgments, xx

Part 1. Make Marketing Value Decisions, 2

Chapter 1. Welcome to the World of Marketing: Create and Deliver Value, 2

real people, Real Choices: Meet Bill Bieberbach, a Decision Maker at Ron Jon Surf Shop Inc., 3

Welcome to Brand You, 4

The Who and Where of Marketing, 5

Marketing’s Role in the Firm: Working Cross-Functionally, 6

Where Do You Fit In? Careers in Marketing, 6

real people, Other Voices: My Advice for Ron Jon Surf Shop would be to choose, 6

The Value of Marketing, 8

Marketing Is about Meeting Needs, 9

Marketing Is about Creating Utility, 10

Marketing Is about Exchange Relationships, 11

When Did Marketing Begin? The Evolution of a Concept, 11

The Production Era, 12

The Sales Era, 13

The Relationship Era, 13

The Triple Bottom Line: Make Money and a Contribution, 14

What Can be Marketed?, 16

From Peas to P. Diddy, 16

Consumer Goods and Services, 17

Business-to-Business Goods and Services, 17

Not-for-Profit Marketing, 17

Idea, Place, and People Marketing, 18

real people, Other Voices: My Advice for Ron Jon Surf Shop would be to choose, 18

The Value of Marketing and the Marketing of Value, 19

Value from the Customer’s Perspective, 19

Value from the Seller’s Perspective, 20

real people, Other Voices: My Advice for Ron Jon Surf Shop would be to choose, 21

Consumer-Generated Value: From Audience to Community, 23

Metrics Moment, 24

Value from Society’s Perspective, 25

By the People, for the People, 25

Ripped from the Headlines: Ethical Decisions in the Real World, 28

Marketing as a Process, 28

Marketing Planning, 28

Marketing’s Tools: The Marketing Mix, 29

real people, Real Choices: How it Worked Out at Ron Jon Surf Shops, 31

Objective Summary, 31

Chapter Questions and Activities, 33

Real people, real surfers: explore the web, 34

Marketing Plan Exercise, 34

Marketing in Action Case: Real Choices at Virgin Galactic, 35

Chapter 2. Strategic Market Planning: Take the Big Picture, 36

real people, Real Choices: Meet Richard Pickering, a Decision Maker at National Book Swap, 37

Business Planning: Compose the Big Picture, 38

Ethics and Marketing Planning, 39

Ripped from the Headlines: Ethical Decisions in the Real World, 40

Codes of Business Ethics, 40

The Three Levels of Business Planning, 42

Strategic Planning: Frame the Picture, 43

Step 1: Define the Mission, 44

Step 2: Evaluate the Internal and External Environment, 45

Step 3: Set Organizational or SBU Objectives, 46

Step 4: Establish the Business Portfolio, 47

real people, Other Voices: My Advice for PaperBackSwap would be to choose, 50

Step 5: Develop Growth Strategies, 50

real people, Other Voices: My Advice for PaperBackSwap would be to choose, 51

Marketing Planning: Select the Camera Setting, 52

Step 1: Perform a Situation Analysis, 52

Step 2: Set Marketing Objectives, 53

Step 3: Develop Marketing Strategies, 53

Step 4: Implement and Control the Marketing Plan, 55

Metrics Moment, 55

By the People, for the People, 56

Create and Work with a Marketing Plan: Snap the Picture, 58

Make Your Life Easier! Use the Marketing Planning Template, 59

Operational Planning: Day-to-Day Execution of Marketing Plans, 59

The Value of a Marketing Culture, 59

real people, Real Choices: How it Worked Out at PaperBackSwap, 61

Objective Summary, 62

Chapter Questions and Activities, 63

Real people, real surfers: explore the web, 64

Marketing Plan Exercise, 65

Marketing in Action Case: Real Choices for the Apple iPhone, 65

Chapter 3. Thrive in the Marketing Environment: The World Is Flat, 66

real people, Real Choices: Meet Robert Chatwani, a Decision Maker at eBay, 66

Global Marketing: Play on an International Stage, 68

World Trade, 68

Deciding to Go Global, 70

Road Blocks at the Borders, 72

Analyze the Global Marketing Environment, 74

The Economic Environment, 74

The Competitive Environment, 77

The Technological Environment, 79

The Political and Legal Environment, 79

By the People, for the People, 80

real people, Other Voices: My Advice for eBay would be to choose, 82

The Sociocultural Environment, 83

Metrics Moment, 84

real people, Other Voices: My Advice for eBay would be to choose, 85

Ethical Issues for Global Business, 86

Ripped from the Headlines: Ethical Decisions in the Real World, 88

Is the World Flat or Not? How “Global” Should a Global Marketing Strategy Be?, 88

Company-Level Decisions: Choose a Market-Entry Strategy, 88

Product-Level Decisions: Choose a Marketing Mix Strategy, 91

real people, Real Choices: How it Worked Out at eBay, 94

Objective Summary, 95

Chapter Questions and Activities, 97

Real people, real surfers: explore the web, 98

Marketing Plan Exercise, 98

Marketing in Action Case: Real Choices at Mattel, 99

Part 2. Understand Consumers’ Value Needs, 100

Chapter 4. Marketing Research: Gather, Analyze, and Use Information, 100

real people, Real Choices: Meet Cindy Tungate, a Decision Maker at Plan-it Marketing, 101

Knowledge is Power, 102

The Marketing Information System, 102

By the People, for the People, 105

Metrics Moment, 106

The Marketing Decision Support System, 106

Searching for Gold: Data Mining, 107

Behavioral Targeting, 107

Ripped from the Headlines: Ethical Decisions in the Real World, 108

What Marketers Can Do with Data Mining, 108

Steps in the Marketing Research Process, 109

Step 1: Define the Research Problem, 109

real people, Other Voices: My Advice for Plan-it Marketing would be to choose, 110

Step 2: Determine the Research Design, 110

Step 3: Choose the Method to Collect Primary Data, 115

real people, Other Voices: My Advice for Plan-it Marketing would be to choose, 117

Step 4: Design the Sample, 122

Step 5: Collect the Data, 123

Step 6: Analyze and Interpret the Data, 124

Step 7: Prepare the Research Report, 125

Ethics in Marketing Research, 125

real people, Real Choices: How It Worked Out at Plan-it Marketing, 126

Objective Summary, 127

Chapter Questions and Activities, 128

Real people, real surfers: explore the web, 130

Marketing Plan Exercise, 130

Marketing in Action Case: Real Choices at IMMI, 130

Chapter 5. Consumer Behavior: How and Why We Buy, 132

real people, Real Choices: Meet Julie Cordua, a Decision Maker at (Red), 133

Decisions, Decisions, 134

Not All Decisions Are the Same, 134

Step 1: Problem Recognition, 136

Step 2: Information Search, 136

By the People, for the People, 138

Step 3: Evaluation of Alternatives, 139

Step 4: Product Choice, 139

Metrics Moment, 140

Step 5: Postpurchase Evaluation, 140

real people, Other Voices: My Advice for (RED) would be to choose, 141

Internal Influences on Consumers’ Decisions, 142

Perception, 142

Motivation, 143

Personality, 146

Situational Influences on Consumers’ Decisions, 149

The Physical Environment, 149

Social Influences on Consumers’ Decisions, 151

Subcultures, 152

Emerging Lifestyle Trends: Consumerism and Environmentalism, 153

Ripped from the Headlines: Ethical Decisions in the Real World, 155

Social Class, 155

Group Membership, 156

Opinion Leaders, 157

Gender Roles, 157

real people, Other Voices: My Advice for (RED) would be to choose, 157

Consumer-to-Consumer E-Commerce, 159

On-line Games, 159

Chat Rooms, Rings, Lists, and Boards, 159

Social Networks, 160

On-line Brand Communities, 161

real people, Real Choices: How It Worked Out at (RED), 162

Objective Summary, 163

Chapter Questions and Activities, 165

Real people, real surfers: explore the web, 166

Marketing Plan Exercise, 167

Marketing in Action Case: Real Choices at Lexus, 167

Chapter 6. Business-to-Business Markets: How and Why Organizations Buy, 168

real people, Real Choices: Meet Brad Tracy, a Decision Maker at NCR Corporation, 169

Business Markets: Buying and Selling When Stakes are High, 170

Factors that Make a Difference in Business Markets, 171

Multiple Buyers, 171

Number of Customers, 172

Size of Purchases, 172

Geographic Concentration, 173

Business-to-Business Demand, 173

Derived Demand, 173

Inelastic Demand, 174

Fluctuating Demand, 174

Joint Demand, 174

Types of Business-to-Business Customers, 175

Government and Not-for-Profit Organizations, 176

The North American Industry Classification System, 176

Business Buying Situations, 177

The Buyclass Framework, 177

Professional Buyers and Buying Centers, 179

real people, Other Voices: My Advice for NCR Corporation would be to choose, 180

The Business Buying Decision Process, 181

Step 1: Recognize the Problem, 181

Step 2: Search for Information, 182

Step 3: Evaluate the Alternatives, 183

Ripped from the Headlines: Ethical Decisions in the Real World, 184

Step 4: Select the Product and Supplier, 184

real people, Other Voices: My Advice for NCR Corporation would be to choose, 185

Step 5: Evaluate Postpurchase, 186

By the People, for the People, 186

Business-to-Business E-Commerce, 187

Intranets, Extranets, and Private Exchanges, 187

Metrics Moment, 187

The Dark Side of B2B E-Commerce, 188

real people, Real Choices: How it Worked Out at NCR, 190

Objective Summary, 191

Chapter Questions and Activities, 192

Real people, real surfers: explore the web, 194

Marketing Plan Exercise, 194

Marketing in Action Case: Real Choices at Airbus, 194

Chapter 7. Sharpen the Focus: Target Marketing Strategies and Customer Relationship Management, 196

real people, Real Choices: Meet Thomas F. Connerty, a Decision Maker at NutriSystem, Inc., 197

Target Marketing Strategy: Select and Enter a Market, 198

Step 1: Segmentation, 199

Segment Consumer Markets, 199

real people, Other Voices: My Advice for NutriSystem would be to choose, 209

Segmenting Business-to-Business Markets, 212

Step 2: Targeting, 213

Evaluate Market Segments, 213

real people, Other Voices: My Advice for NutriSystem would be to choose, 213

Develop Segment Profiles, 214

Choose a Targeting Strategy, 214

By the People, for the People, 215

Ripped from the Headlines: Ethical Decisions in the Real World, 216

Step 3: Positioning, 216

1. Analyze Competitors’ Positions, 217

2. Offer a Good or Service with a Competitive Advantage, 217

3. Finalize the Marketing Mix, 217

4. Evaluate Responses and Modify as Needed, 218

Bring a Product to Life: The Brand Personality, 218

Customer Relationship Management: Toward a Segment of One, 220

Four Steps in One-to-One Marketing, 220

CRM: A New Perspective on an Old Problem, 220

real people, Other Voices: My Advice for NutriSystem would be to choose, 221

Metrics Moment, 222

Characteristics of CRM, 223

CEM: The New Kid on the Block, 224

real people, Real Choices: How it Worked Out at NutriSystem, 225

Objective Summary, 226

Chapter Questions and Activities, 227

Real people, real surfers: explore the web, 228

Marketing Plan Exercise, 229

Marketing in Action Case: Real Choices at Mercedes, 229

Part 3. Create the Value Proposition, 230

Chapter 8. Create the Product, 230

real people, Real Choices: Meet Palo Hawken, a Decision Maker at Bossa Nova Beverage Company, 231

Build a Better Mousetrap: the Value Proposition, 232

Layers of the Product Concept, 233

The Core Product, 234

real people, Other Voices: My Advice for Bossa Nova would be to choose, 235

The Actual Product, 235

The Augmented Product, 235

How Marketers Classify Products, 236

How Long Does the Product Last?, 236

How Do Consumers Buy the Product?, 237

real people, Other Voices: My Advice for Bossa Nova would be to choose, 238

Ripped from the Headlines: Ethical Decisions in the Real World, 240

Business-to-Business Products, 241

“New and Improved!” The Process of Innovation, 242

It’s Important to Understand How Innovations Work, 242

Types of Innovations, 244

By the People, for the People, 246

Metrics Moment, 246

New-Product Development, 247

Phase 1: Idea Generation, 247

Phase 2: Product Concept Development and Screening, 248

Phase 3: Marketing Strategy Development, 250

Phase 4: Business Analysis, 251

Phase 5: Technical Development, 251

real people, Other Voices: My Advice for Bossa Nova would be to choose, 252

Phase 6: Test Marketing, 252

Phase 7: Commercialization, 253

Adoption and Diffusion of New Products, 253

Stages in Consumers’ Adoption of a New Product, 254

The Diffusion of Innovations, 256

Product Factors That Affect the Rate of Adoption, 258

real people, Other Voices: My Advice for Bossa Nova would be to choose, 259

How Organizational Differences Affect Adoption, 260

real people, Real Choices: How it Worked Out at Bossa Nova, 261

Objective Summary, 262

Chapter Questions and Activities, 263

Real people, real surfers: explore the web, 264

Marketing Plan Exercise, 264

Marketing in Action Case: Real Choices at Kodak, 265

Chapter 9. Manage the Product, 266

real people, Real Choices: Meet Tom Petters, a Decision Maker at Petters Group Worldwide, 267

Product Planning: Use Product Objectives to Decide on a Product Strategy, 268

Objectives and Strategies for Individual Products, 269

Objectives and Strategies for Multiple Products, 270

Quality as a Product Objective, 273

Marketing Throughout the Product Life Cycle, 276

The Introduction Stage, 277

The Growth Stage, 277

The Maturity Stage, 278

The Decline Stage, 279

real people, Other Voices: My Advice for Tom Petters and Polaroid would be to choose, 280

Create Product Identity: Branding Decisions, 280

What’s in a Name (or a Symbol)?, 280

Why Brands Matter, 282

Ripped from the Headlines: Ethical Decisions in the Real World, 283

By the People, for the People, 284

Branding Strategies, 285

real people, Other Voices: My Advice for Tom Petters and Polaroid would be to choose, 285

Metrics Moment, 286

Create Product Identity: The Package and Label, 288

Packaging Functions, 288

Design Effective Packaging, 289

Labeling Regulations, 290

Organize for Effective Product Management, 291

Manage Existing Products, 291

Organize for New-Product Development, 292

real people, Real Choices: How it Worked Out at Petters Group Worldwide, 293

Objective Summary, 294

Chapter Questions and Activities, 295

Real people, real surfers: explore the web, 296

Marketing Plan Exercise, 296

Marketing in Action Case: Real Choices at Sony, 297

Chapter 10. Services and Other Intangibles: Marketing the Product That Isn’t There, 298

real people, Real Choices: Meet Lara L. Price, a Decision Maker at the Philadelphia 76ers, 299

Marketing What Isn’t There, 300

Does Marketing Work for Intangibles?, 300

What Is a Service?, 302

Characteristics of Services, 303

real people, Other Voices: My Advice for the Philadelphia 76ers would be to choose, 305

Metrics Moment, 305

Classify Services, 306

By the People, for the People, 308

Core and Augmented Services, 309

Services on the Internet, 310

Metrics Moment, 310

Ripped from the Headlines: Ethical Decisions in the Real World, 312

The Service Encounter, 312

Provide Quality Service, 313

Service Quality Attributes, 314

Measure Service Quality, 315

Metrics Moment, 318

Strategic Issues in Service Quality, 318

real people, Other Voices: My Advice for the Philadelphia 76ers would be to choose, 319

The Future of Services, 319

Marketing People, Places, and Ideas, 320

real people, Real Choices: How it Worked out at the Philadelphia 76ers, 323

Objective Summary, 324

Chapter Questions and Activities, 325

Real people, real surfers: explore the web, 326

Marketing Plan Exercise, 326

Marketing in Action Case: Real Choices at Clear & Simple™, 327

Chapter 11. Price the Product, 328

real people, Real Choices: Meet Danielle Blugrind, a Former Decision Maker at Taco Bell, 329

“Yes, But What Does it Cost?” How Marketers Price What they Sell, 330

Step 1: Develop Pricing Objectives, 331

Step 2: Estimate Demand, 333

real people, Other Voices: My Advice for Taco Bell would be to choose, 337

Step 3: Determine Costs, 338

Step 4: Evaluate the Pricing Environment, 342

Step 5: Choose a Pricing Strategy, 344

Metrics Moment, 347

real people, Other Voices: My Advice for Taco Bell would be to choose, 348

Step 6: Develop Pricing Tactics, 349

Pricing and Electronic Commerce, 351

Dynamic Pricing Strategies, 352

Pricing Advantages for On-line Shoppers, 352

Freenomics: What If We Just Give It Away?, 352

By the People, for the People, 353

Psychological Issues in Setting Prices, 354

Buyers’ Pricing Expectations, 354

Psychological Pricing Strategies, 355

Legal and Ethical Considerations in Pricing, 356

Deceptive Pricing Practices, 357

Unfair Sales Acts, 357

Illegal Business-to-Business Price Discrimination, 357

Ripped from the Headlines: Ethical Decisions in the Real World, 358

Price-Fixing, 358

Predatory Pricing, 358

real people, Real Choices: How It Worked Out at Taco Bell, 359

Objective Summary, 360

Chapter Questions and Activities, 362

Real people, real surfers: explore the web, 364

Marketing Plan Exercise, 364

Marketing in Action Case: Real Choices at True Religion Jeans, 364

Part 4. Communicate the Value Proposition, 366

Chapter 12. Catch the Buzz: Promotional Strategy and Integrated Marketing Communication, 366

real people, Real Choices: Meet Walter (Walt) F. Judas, a Decision Maker at Tourism Vancouver, 367

Talk to Your Customers!, 368

The Communication Model, 369

Encoding by the Source (the Marketer), 370

The Message, 370

The Medium, 371

Decoding by the Receiver, 371

Marketing Communication Strategy and the Promotion Mix, 372

By the People, for the People, 372

Mass Appeals, 374

Personal Appeals, 374

real people, Other Voices: My Advice for Tourism Vancouver would be to choose, 375

Buzz Appeals, 375

Metrics Moment, 378

Ripped from the Headlines: Ethical Decisions in the Real World, 379

Integrated Marketing Communication, 381

Characteristics of IMC, 381

real people, Other Voices: My Advice for Tourism Vancouver would be to choose, 382

IMC Often Relies on a Customer Database, 384

Develop the IMC Plan, 385

Step 1: Identify the Target Audiences, 385

Step 2: Establish the Communication Objectives, 385

Step 3: Determine and Allocate the Marketing Communication Budget, 387

Step 4: Design the Promotion Mix, 390

Step 5: Evaluate the Effectiveness of the Communication Program, 391

real people, Real Choices: How it Worked Out at Tourism Vancouver, 391

Objective Summary, 393

Chapter Questions and Activities, 394

Real people, real surfers: explore the web, 396

Marketing in Action Case: Real Choices at American Express, 396

Chapter 13. Advertising, Sales Promotion, and Public Relations, 398

real people, Real Choices: Meet Joe Chernov, a Decision Maker at BzzAgent, 399

Advertising: The Image of Marketing, 400

Types of Advertising, 401

By the People, for the People, 402

Who Creates Advertising?, 403

Ethical Issues in Advertising, 404

Ripped from the Headlines: Ethical Decisions in the Real World, 405

Develop the Advertising Campaign, 406

Step 1: Understand the Target Audience, 406

Step 2: Establish Message and Budget Objectives, 406

Step 3: Create the Ads, 407

real people, Other Voices: My Advice for BzzAgent would be to choose, 409

Step 4: Pretest What the Ads Will Say, 409

Step 5: Choose the Media Type(s) and Media Schedule, 410

Metrics Moment, 417

Step 6: Evaluate the Advertising, 418

Sales Promotion, 419

Sales Promotion Directed toward the Trade, 421

Sales Promotion Directed toward Consumers, 423

Public Relations, 425

Objectives of Public Relations, 426

real people, Other Voices: My Advice for BzzAgent would be to choose, 427

Planning a Public Relations Campaign, 428

Public Relations Activities, 428

real people, Real Choices: How it Worked Out at BzzAgent, 432

Objective Summary, 433

Chapter Questions and Activities, 434

Real people, real surfers: explore the web, 436

Marketing Plan Exercise, 436

Marketing in Action Case: Real Choices at Jet Blue, 436

Chapter 14. Personal Selling, Sales Management, and Direct Marketing, 438

real people, Real Choices: Meet Jeffrey Brechman, a Decision Maker at Woodtronics, 439

Personal Selling: Advertising is Not the Only Game in Town!, 440

The Lowdown on Personal Selling, 440

The Role of Personal Selling in the Marketing Mix, 441

Technology and Personal Selling, 442

Metrics Moment, 443

Types of Sales Jobs, 444

Two Approaches to Personal Selling, 444

Transactional Selling: Putting on the Hard Sell, 445

Relationship Selling: Building Long-Term Customers, 445

real people, Other Voices: My Advice for Woodtronics would be to choose, 445

The Creative Selling Process, 446

Step 1: Prospect and Qualify, 446

Step 2: Preapproach, 447

Step 3: Approach, 447

Step 4: Sales Presentation, 448

Step 5: Handle Objections, 448

Step 6: Close the Sale, 448

Step 7: Follow-up, 449

Sales Management, 449

Set Sales Force Objectives, 449

Create a Sales Force Strategy, 449

real people, Other Voices: My Advice for Woodtronics would be to choose, 450

Recruit, Train, and Reward the Sales Force, 450

Evaluate the Sales Force, 452

Metrics Moment, 452

Direct Marketing, 452

Mail Order, 453

real people, Other Voices: My Advice for Woodtronics would be to choose, 453

Telemarketing, 454

Direct-Response Advertising, 455

By the People, for the People, 455

Ripped from the Headlines: Ethical Decisions in the Real World, 456

M-Commerce, 456

real people, Real Choices: How it Worked out at Woodtronics, 457

Objective Summary, 458

Chapter Questions and Activities, 459

Real people, real surfers: explore the web, 460

Marketing Plan Exercise, 460

Marketing in Action Case: Real Choices at Eli Lilly, 460

Part 5. Deliver the Value Proposition, 462

Chapter 15. Deliver Value through Supply Chain Management, Channels of Distribution, and Logistics, 462

real people, Real Choices: Meet Jim Lawrence, a Decision Maker at Darden Restaurants, 463

Place: The Final Frontier, 464

The Value Chain and Supply Chain Management, 465

real people, Other Voices: My Advice for Darden Restaurants would be to choose, 465

Links in the Supply Chain, 466

Distribution is Important Because... You Can’t Sell What Isn’t There!, 468

Functions of Distribution Channels, 468

The Internet in the Distribution Channel, 470

real people, Other Voices: My Advice for Darden Restaurants would be to choose, 471

Ripped from the Headlines: Ethical Decisions in the Real World, 472

Channel Composition: Types of Wholesaling Intermediaries, 472

Independent Intermediaries, 473

Manufacturer-Owned Intermediaries, 475

Types of Distribution Channels, 476

Consumer Channels, 476

Business-to-Business Channels, 479

Dual Distribution Systems, 479

By the People, for the People, 479

Hybrid Marketing Systems, 480

Distribution Channels and the Marketing Mix, 480

Ethics in the Distribution Channel, 481

Plan a Channel Strategy, 481

Step 1: Develop Distribution Objectives, 482

Step 2: Evaluate Internal and External Environmental Influences, 482

Step 3: Choose a Distribution Strategy, 482

Step 4: Develop Distribution Tactics, 486

Logistics: Implement the Supply Chain, 487

The Lowdown on Logistics, 488

Logistics Functions, 488

Metrics Moment, 492

real people, Real Choices: How It Worked Out at Darden Restaurants, 493

Objective Summary, 493

Chapter Questions and Activities, 495

Real people, real surfers: explore the web, 496

Marketing Plan Exercise, 496

Marketing in Action Case: Real Choices at Cott, 496

Chapter 16. Retailing: Bricks and Clicks, 498

real people, Real Choices: Meet Stan Clark, a Decision Maker at Eskimo Joe’s, 499

Retailing: Special Delivery, 500

Retailing: A Mixed (Shopping) Bag, 500

The Evolution of Retailing, 501

real people, Other Voices: My Advice for Eskimo Joe’s would be to choose, 503

The Evolution Continues: What’s “In Store” for the Future?, 503

real people, Other Voices: My Advice for Eskimo Joe’s would be to choose, 505

Ethical Problems in Retailing, 506

Ripped from the Headlines: Ethical Decisions in the Real World, 507

From Mom-And-Pop to Super Wal-Mart: How Marketers Classify Retail Stores, 507

Classify Retailers by What They Sell, 507

Classify Retailers by Level of Service, 508

Classify Retailers by Merchandise Selection, 508

real people, Other Voices: My Advice for Eskimo Joe’s would be to choose, 512

Nonstore Retailing, 512

Direct Selling, 513

Automatic Vending, 514

B2C E-Commerce, 514

Benefits of B2C E-Commerce, 515

Limitations of B2C E-Commerce, 517

Metrics Moment, 518

B2C’s Effect on the Future of Retailing, 518

Develop a Store Positioning Strategy: Retailing as Theater, 519

Store Image, 520

By the People, for the People, 522

Build the Theater: Store Location, 524

real people, Real Choices: How It Worked Out at Eskimo Joe’s, 527

Objective Summary, 528

Chapter Questions and Activities, 529

Real people, real surfers: explore the web, 530

Marketing Plan Exercise, 531

Marketing in Action Case: Real Choices at IKEA, 531

Appendix A. Marketing Plan: The S&S Smoothie Company, 532

Appendix B. Marketing Math, 544

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by Michael R. Solomon ; Greg W. Marshall ; Elnora W. Stuart

eText ISBN-10: 0-13-248347-5

eText ISBN-13: 978-0-13-248347-6

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ABOUT THIS TITLE - DESCRIPTION

For undergraduate Principles of Marketing courses. Marketing: Real People, Real Choices is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies everyday. The new edition is updated to reflect new marketing strategies companies are using to reach today’s increasingly savvy consumers.

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