Marketing Management, Millenium Edition - epiheirimatikotita.gr

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and double that number constituted a full line.) Norelco decided not to do anyconsumer advertising, but to rely more heavily on push money. It also decided touse a broker rather than hire its own sales force. After two and a half years, grosssales of Norelco’s bulbs were $1.1 million against a projected $7.5 million. Whydo you think the project failed from an implementation standpoint?chapter 22Managing theTotal MarketingEffort 715
N O T E S716part fiveManaging andDelivering MarketingPrograms1. See Frederick E. Webster Jr., “The ChangingRole of Marketing in the Corporation,”Journal of Marketing, October 1992,pp. 1–17. Also see Ravi S. Achrol, “Evolutionof the Marketing Organization: NewForms for Turbulent Environment,” Journalof Marketing, October 1991, pp. 77–93;and John P. Workman Jr., Christian Homburg,and Kjell Gruner, “Marketing Organization:An Integrative Framework ofDimensions and Determinants,” Journalof Marketing, July 1998, pp. 21–41.
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MarketingManagement,Millenium Editi
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SECTION ONE
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2 CHAPTER 1 MARKETING IN THE TWENTY
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10 CHAPTER 1 MARKETING IN THE TWENT
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ConclusionThis vignette focused on
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40 CHAPTER 3 WINNING MARKETS THROUG
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formation is developed through inte
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pound employees treat citizens pick
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M A R K E T I N GmemoSecondary Sour
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■■■Survey research: Surveys a
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marketing researcher’s report may
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120AnalyzingMarketingOpportunitiesA
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■A sales budget is a conservative
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picking 400 of the most innovative
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and low company market budget are 0
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132AnalyzingMarketingOpportunities8
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SECTION TWO
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One major trend is the increasing p
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The explosive world population grow
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Yet marketers must be careful not t
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egional differences: People in Seat
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■ The Walt Disney Company The Wal
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Accelerating Pace of Technological
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and more business takes place in cy
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children and are reinforced by majo
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N O T E S1561. Gene Del Vecchio,
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Once a company has carefully segmen
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■was able to develop a new electr
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LayfutureplansYes Yes Yes Yes Yes Y
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that can be reviewed by a new-produ
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Package DesignBrand NameRetail Pric
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affecting profitability under an as
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■■■The rank-order method asks
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strategies, the greater the regiona
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In the movie business, it’s not u
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various prospect groups on these ch
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■■■Early adopters share some
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The first is relative advantage—t
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N O T E S1. New Products Management
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37. See Cooper and Kleinschmidt, Ne
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AnalyzingConsumer Marketsand BuyerB
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How and Why Consumers Buy 89➤Soci
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How and Why Consumers Buy 91Another
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How and Why Consumers Buy 93Althoug
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How and Why Consumers Buy 95➤pers
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The Consumer Buying Decision Proces
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Notes 103influences are operating.
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Notes 105Cohen, “An Examination o
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108 CHAPTER 6 ANALYZING BUSINESS MA
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Table 3.3Characteristics of Busines
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144 CHAPTER 8 IDENTIFYING MARKET SE
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162 CHAPTER 9 POSITIONING PRODUCTS
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Managing ProductLines and BrandsWe
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The Product and the Product Mix 185
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Brand Decisions 187After performing
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Brand Decisions 189Brand EquityBran
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Brand Decisions 191Why do middlemen
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Brand Decisions 193and shredded whe
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Packaging and Labeling 195ing itsel
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Notes 197stretching or line filling
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Designing andManaging ServicesWe wi
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The Nature of Services 201see the e
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Marketing Strategies for Service Fi
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Managing Product Support Services 2
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Notes 213(such as facilitating serv
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Designing PricingStrategies andProg
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Setting the Price 217➤➤ignoring
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Setting the Price 219Price elastici
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Setting the Price 221Next, the firm
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Setting the Price 223Figure 4-12Bre
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Setting the Price 225to achieve max
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Adapting the Price 227Table 4.4Pric
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➤Adapting the Price 229Location p
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Initiating and Responding to Price
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Notes 233➤ Launching a low-price
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SECTION FIVE
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236 CHAPTER 13 SELECTING AND MANAGI
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Designing andManagingIntegratedMark
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Developing Effective Marketing Comm
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Developing and Managing the Adverti
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Sales Promotion Strategies 289promo
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Sales Promotion Strategies 291Table
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Public Relations Strategies 293tion
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Notes 295that evaluates the strateg
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Notes 2971998, p. D3; “Ethical Fu
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MESSAGEMISSION• Sales goals• Ad
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■ Alka-Seltzer Alka-Seltzer antac
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ThemeCreative Copy7-Up is not a col
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meet its ethical standards while en
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Another reason for review is the co
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592The timing pattern should consid
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■ Pizza Hut Pizza Hut levies a 4
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accepted by top management as an ef
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M A R K E T I N Gmemo600Sales Promo
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ventories in preparation for releas
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Clearly, creative public relations
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media by establishing the ad’s de
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N O T E Spart fiveManaging andDeliv
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part fiveManaging andDelivering Mar
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Managing theSales ForceWe will addr
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Designing the Sales Force 301reps l
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Managing the Sales Force 303money.
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Managing the Sales Force 305Supervi
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Managing the Sales Force 307away fr
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Principles of Personal Selling 309c
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Principles of Personal Selling 311
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Notes 313Choosing the sales force s
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Notes 31527. For an excellent summa
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The world is rapidly shrinking with
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372part threeDevelopingMarketingStr
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Although many countries in central
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ever, it offers a chance to start f
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this time, the company is operating
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PROMOTIONCompanies can run the same
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Very often a company finds some ent
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may be international subsidiaries,
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What are some questions concerning
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32. Elliott Masie, “Global Pricin
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Page 419 and 420: F I G U R E 6-5Stages in the Evolut
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