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Mylab and Letter to Student, IFC-1
Inside Front Cover, IFC-3
Copyright, iv
Preface, xv
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
Learning, 144
Attitudes, 145
Personality, 146
Age, 147
Lifestyle, 148
Situational Influences on Consumers’ Decisions, 149
The Physical Environment, 149
Time, 150
Social Influences on Consumers’ Decisions, 151
Culture, 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
Blogs, 162
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
Producers, 175
Resellers, 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
Noise, 371
Feedback, 372
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
Notes, 554
Glossary, 568
Index, 581

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