Essentials of Marketing 13th Edition Perreault Solutions Manual
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Essentials of Marketing 13th Edition Perreault Solutions Manual.
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Product Details:
- ISBN-10 : 0078028884
- ISBN-13 : 978-0078028885
- Author:
This book is about marketing and marketing strategy planning. At its essence, marketing strategy planning is about figuring out how to do a superior job of satisfying customers. This author team takes that point of view seriously and believes in practicing what they preach. Instructors and students can trust that this new edition of Essentials of Marketing 13e– and all of the other teaching and learning materials that accompany it – will satisfy every instructor and students’ needs.
Table of Content:
CHAPTER ONE Marketing?s Value to Consumers, Firms, and Society Marketing?What?s It All About? 4 Marketing Is Important to You 6 How Should We Define Marketing? 7 Macro-Marketing 9 The Role of Marketing in Economic Systems 13 Marketing?s Role Has Changed a Lot over the Years 15 What Does the Marketing Concept Mean? 16 Adoption of the Marketing Concept Has Not Been Easy or Universal 18 The Marketing Concept and Customer Value 19 The Marketing Concept Applies in Nonprofit Organizations 22 The Marketing Concept, Social Responsibility, and Marketing Ethics 23 Conclusion 27 Key Terms 27 Questions and Problems 28 Suggested Cases 29 Computer-Aided Problem 29 CHAPTER TWO Marketing Strategy Planning The Management Job in Marketing 33 What Is Marketing Strategy Planning? 34 Selecting a Market-Oriented Strategy Is Target Marketing 34 Developing Marketing Mixes for Target Markets 36 The Marketing Plan Is a Guide to Implementation and Control 41 The Importance of Marketing Strategy Planning 42 Creative Strategy Planning Needed for Survival 44 What Are Attractive Opportunities? 45 Marketing Strategy Planning Process Highlights Opportunities 45 Types of Opportunities to Pursue 48 International Opportunities Should Be Considered 50 Conclusion 51 Key Terms 51 Questions and Problems 52 Suggested Cases 52 Computer-Aided Problem 53 CHAPTER THREE Focusing Marketing Strategy with Segmentation and Positioning Search for Opportunities Can Begin by Understanding Markets 57 Naming Product-Markets and Generic Markets 59 Market Segmentation Defines Possible Target Markets 61 What Dimensions Are Used to SegmentMarkets? 66 More Sophisticated Techniques May Help in Segmenting 70 Differentiation and Positioning Take the Customer Point of View 72 Conclusion 75 Key Terms 76 Questions and Problems 76 Suggested Cases 76 Computer-Aided Problem 76 CHAPTER FOUR Evaluating Opportunities in the Changing Marketing Environment The Marketing Environment 80 Objectives Should Set Firm?s Course 80 Company Resources May Limit Search for Opportunities 82 Analyzing Competitors and the Competitive Environment 83 The Economic Environment 87 The Technological Environment 89 The Political Environment 90 The Legal Environment 92 The Cultural and Social Environment 94 Population in the U.S. Consumer Market 98 Using Screening Criteria to Narrow Down to Strategies 101 Planning Grids Help Evaluate a Portfolio of Opportunities 103 Multiproduct Firms Have a Difficult Strategy Planning Job 104 Evaluating Opportunities in International Markets 104 Conclusion 105 Key Terms 106 Questions and Problems 106 Suggested Cases 107 Computer-Aided Problem 107 CHAPTER FIVE Final Consumers and Their Buying Behavior Consumer Behavior?Why Do They Buy What They Buy? 110 Consumer Spending Patterns Are Related to Income 110 The Behavioral Sciences Help You Understand the Buying Process 112 Psychological Influences within an Individual 113 Social Influences Affect Consumer Behavior 121 Individuals Are Affected by the Purchase Situation 126 Consumers Use Problem-Solving Processes 127 Consumer Behavior in International Markets 132 Conclusion 132 Key Terms 133 Questions and Problems 133 Suggested Cases 134 Computer-Aided Problem 134 CHAPTER SIX Business and Organizational Customers and Their Buying Behavior Business and Organizational Customers?A Big Opportunity 138 Organizational Customers Are Different 138 Many Different People May Influence a Decision 141 Organizational Buyers Are Problem Solvers 144 Buyer-Seller Relationships in Business Markets 145 Internet E-Commerce Is Reshaping Many Business Markets 149 Manufacturers Are Important Customers 154 Producers of Services?Smaller and More Spread Out 157 Retailers and Wholesalers Buy for Their Customers 158 The Government Market 159 Conclusion 161 Key Terms 162 Questions and Problems 162 Suggested Cases 163 Computer-Aided Problem 163 CHAPTER SEVEN Improving Decisions with Marketing Information Radical Changes Are Underway in Marketing Information 166 What Is Marketing Research? 170 The Scientific Method and Marketing Research 171 Five-Step Approach to Marketing Research 171 Defining the Problem?Step 1 172 Analyzing the Situation?Step 2 172 Getting Problem-Specific Data?Step 3 176 Interpreting the Data?Step 4 183 Solving the Problem?Step 5 185 International Marketing Research 186 How Much Information Do You Need? 186 Conclusion 187 Key Terms 187 Questions and Problems 187 Suggested Cases 188 Computer-Aided Problem 188 CHAPTER EIGHT Elements of Product Planning for Goods and Services The Product Area Involves Many Strategy Decisions 192 What Is a Product? 192 Differences in Goods and Services 195 Whole Product Lines Must Be Developed Too 196 Product Classes Help Plan Marketing Strategies 196 Consumer Product Classes?How They Are Defined 197 Business Product Classes?How They Are Defined 200 Branding Needs a Strategy Decision Too 203 Conditions Favorable to Branding 204 Achieving Brand Familiarity Is Not Easy 204 Protecting Brand Names and Trademarks 206 What Kind of Brand to Use? 207 Who Should Do the Branding? 208 The Strategic Importance of Packaging 209 What Is Socially Responsible Packaging? 210 Warranty Policies Are a Part of Strategy Planning 211 Conclusion 213 Key Terms 213 Questions and Problems 214 Suggested Cases 215 Computer-Aided Problem 215 CHAPTER NINE Product Management and New-Product Development Managing Products over Their Life Cycles 218 Product Life Cycles Should Be Related to Specific Markets 220 Product Life Cycles Vary in Length 222 Planning for Different Stages of the Product Life Cycle 224 New-Product Planning 227 An Organized New-Product Development Process Is Critical 228 New-Product Development: A Total Company Effort 234 Need for Product Managers 235 Managing Product Quality 236 Conclusion 241 Key Terms 242 Questions and Problems 242 Suggested Cases 242 Computer-Aided Problem 243 CHAPTER TEN Place and Development of Channel Systems Place Decisions Are an Important Part of Marketing Strategy 246 Place Decisions Are Guided by ?Ideal? Place Objectives 246 Channel System May Be Direct or Indirect 248 Channel Specialists May Reduce Discrepancies and Separations 251 Channel Relationship Must Be Managed 253 Vertical Marketing Systems Focus on Final Customers 256 The Best Channel System Should Achieve Ideal Market Exposure 258 Channel Systems Can Be Complex 260 Conclusion 263 Key Terms 263 Questions and Problems 263 Suggested Cases 264 Computer-Aided Problem 264 CHAPTER ELEVEN Distribution Customer Service and Logistics Physical Distribution Gets It to Customers 268 Physical Distribution Customer Service 269 Physical Distribution Concept Focuses on the Whole Distribution System 271 Coordinating Logistics Activities among Firms 273 The Transporting Function Adds Value to a Marketing Strategy 276 Which Transporting Alternative Is Best? 277 The Storing Function and Marketing Strategy 280 Specialized Storing Facilities May Be Required 282 The Distribution Center?A Different Kind of Warehouse 284 Conclusion 284 Key Terms 285 Questions and Problems 285 Suggested Cases 285 Computer-Aided Problem 286 CHAPTER TWELVE Retailers, Wholesalers, and Their Strategy Planning Wholesalers and Retailers Plan Their Own Strategies 290 The Nature of Retailing 291 Planning a Retailer?s Strategy 291 Conventional Retailers?Try to Avoid Price Competition 293 Expand Assortment and Service?To Compete at a High Price 294 Evolution of Mass-Merchandising Retailers 294 Some Retailers Focus on Added Convenience 297 Retailing on the Internet 298 Why Retailers Evolve and Change 302 Retailer Size and Profits 303 Differences in Retailing in Different Nations 305 What Is a Wholesaler? 305 Wholesaling Is Changing with the Times 306 Wholesalers Add Value in Different Ways 307 Merchant Wholesalers Are the Most Numerous 308 Agent Middlemen Are Strong on Selling 311 What Will Happen to Retailers and Wholesalers in the Future? 313 Conclusion 313 Key Terms 314 Questions and Problems 314 Suggested Cases 315 Computer-Aided Problem 315 CHAPTER THIRTEEN Promotion?Introduction to Integrated Marketing Communications Several Promotion Methods Are Available 318 Someone Must Plan, Integrate, and Manage the Promotion Blend 321 Which Methods to Use Depends on Promotion Objectives 323 Promotion Requires Effective Communication 324 Integrated Direct-Response Promotion Is Very Targeted 326 The Customer May Initiate the Communication Process 327 How Typical Promotion Plans Are Blended and Integrated 330 Adoption Processes Can Guide Promotion Planning 332 Promotion Blends Vary over the Life Cycle 334 Setting the Promotion Budget 337 Conclusion 338 Key Terms 338 Questions and Problems 339 Suggested Cases 339 Computer-Aided Problem 340 CHAPTER FOURTEEN Personal Selling The Importance and Role of Personal Selling 344 What Kinds of Personal Selling Are Needed? 347 Order Getters Develop New Business Relationships 347 Order Takers Nurture Relationships to Keep the Business Coming 349 Supporting Sales Force Informs and Promotes in the Channel 350 The Right Structure Helps Assign Responsibility 351 Information Technology Provides Tools to Do the Job 354 Sound Selection and Training to Build a Sales Force 356 Compensating and Motivating Salespeople 357 Personal Selling Techniques?Prospecting and Presenting 360 Conclusion 364 Key Terms 365 Questions and Problems 365 Suggested Cases 366 Computer-Aided Problem 366 CHAPTER FIFTEEN Advertising and Sales Promotion Advertising, Sales Promotion, and Marketing Strategy Decisions 370 Advertising Objectives Are a Strategy Decision 373 Objectives Determine the Kinds of Advertising Needed 374 Coordinating Advertising Efforts with Cooperative Relationships 376 Choosing the ?Best? Medium?How to Deliver the Message 376 Advertising on the Internet: New Opportunities and New Challenges 380 Planning the ?Best? Message?What to Communicate 383 Advertising Agencies Often Do the Work 385 Measuring Advertising Effectiveness Is Not Easy 386 How to Avoid Unfair Advertising 387 Sales Promotion?Do Something Different to Stimulate Change 388 Problems in Managing Sales Promotion 390 Different Types of Sales Promotion for Different Targets 391 Conclusion 392 Key Terms 393 Questions and Problems 393 Suggested Cases 394 Computer-Aided Problem 394 CHAPTER SIXTEEN Pricing Objectives and Policies Price Has Many Strategy Dimensions 398 Objectives Should Guide Strategy Planning for Price 400 Profit-Oriented Objectives 401 Sales-Oriented Objectives 402 Status Quo Pricing Objectives 403 Most Firms Set Specific Pricing Policies?To Reach Objectives 404 Price Flexibility Policies 404 Price-Level Policies?Over the Product Life Cycle 406 Most Price Structures Are Built around List Prices 410 Discount Prices?Reductions from List Prices 411 Allowance Policies?Off List Prices 413 Some Customers Get Something Extra 414 List Price May Depend on Geographic Pricing Policies 415 Pricing Policies Combine to Impact CustomerValue 416 Legality of Pricing Policies 419 Conclusion 421 Key Terms 422 Questions and Problems 422 Suggested Cases 423 Computer-Aided Problem 423 CHAPTER SEVENTEEN Price Setting in the Business World Price Setting Is a Key Strategy Decision 427 Some Firms Just Use Markups 427 Average-Cost Pricing Is Common and Can Be Dangerous 430 Marketing Managers Must Consider Various Kinds of Costs 431 Break-Even Analysis Can Evaluate Possible Prices 435 Marginal Analysis Considers Both Costs and Demand 437 Demand-Oriented Approaches for Setting Prices 438 Pricing a Full Line 444 Bid Pricing and Negotiated Pricing Depend Heavily on Costs 446 Conclusion 447 Key Terms 448 Questions and Problems 448 Suggested Cases 448 Computer-Aided Problem 449 CHAPTER EIGHTEEN Developing Innovative Marketing Plans: Appraisal and Challenges Marketing Strategy Planning Process Requires Logic and Creativity 455 The Marketing Plan Brings All the Details Together 457 How Should Marketing Be Evaluated? 460 Can Consumer Satisfaction Be Measured? 461 Micro-Marketing Often Does Cost Too Much 463 Macro-Marketing Does Not Cost Too Much 465 Challenges Facing Marketers 467 How Far Should the Marketing Concept Go? 473 Conclusion 473 Questions and Problems 474 Suggested Cases 475 Appendix A Economics Fundamentals 477 Appendix B Marketing Arithmetic 491 Appendix C Career Planning in Marketing 509 Video Cases 523 1. Suburban Regional Shopping Malls: Can the Magic Be Restored? 524 2. Celestial Seasonings 526 3. Briggs & Stratton Corporation 528 4. Frog?s Leap Winery 529 5. Girl Scouts 531 6. Volkswagen?s New Beetle 533 7. Royal Appliance Manufacturing Company: Dirt Devil 534 Cases 537 1. McDonald?s ?Seniors? Restaurant 538 2. Healthy Foods, Inc. 538 3. Pillsbury?s H?agen-Dazs 539 4. Computer Support Services 540 5. ResinTech 541 6. Valley Steel Company 542 7. Lilybank Lodge 543 8. Marie?s Ristorante 544 9. SleepEasy Motel 544 10. Joggers Universe 546 11. Applied Chemistry Corporation 547 12. Paper Products, Inc. 547 13. Multimedia Corral 548 14. Growth Enterprises 549 15. Matisse Company 550 16. Eco Water, Inc. 551 17. myWedding.com 553 18. Leisure World, Inc. 554 19. Lextron International, Inc. 555 20. Structural Wire Corporation 557 21. Metal Solutions, Inc. 557 22. PlastiForm Mfg., Inc. 558 23. Riverside Packers, Inc. 559 24. QCT, Inc. 560 25. Custom Castings, Inc. 561 26. Deluxe Foods, Ltd. 562 27. Home Nursing Services, Inc. 563 28. Lever, Ltd. 564 29. Bushman & Associates 566 30. Alumco International 568 31. Sal?s 569 Computer-Aided Problems 573 Notes 579 Illustration Credits 635 Name Index I1 Subject Index I13
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