Business Communication - McGraw-Hill Books

MarketingNEWIntroductory Marketing- SupplementANNUAL EDITIONS: MARKETING 07/0829th EditionBy John E Richardson, Pepperdine University – Los Angeles2007 (November 2006) / 240 pagesISBN-13: 978-0-07-337988-3 / MHID: 0-07-337988-3McGraw-Hill/Dushkin TitleWebsite: http://www.mhcls.com/text-data/catalog/0073379883.mhtmlThis Twenty-Ninth Edition of ANNUAL EDITIONS: MARKET-ING provides convenient, inexpensive access to current articlesselected from the best of the public press. Organizational featuresinclude: an annotated listing of selected World Wide Websites; an annotated table of contents; a topic guide; a generalintroduction; brief overviews for each section; a topical index;and an instructor’s resource guide with testing materials. US-ING ANNUAL EDITIONS IN THE CLASSROOM is offered asa practical guide for instructors. ANNUAL EDITIONS titles aresupported by our student website, www.mhcls.com/online.CONTENTSUNIT 1. Marketing In the 2000s and Beyond Part A. Changing PerspectivesNew! 1. Marketing Outlook 2006 New! 2. The World’s MostInnovative Companies 3. The Next 25 Years New! 4. Customers atWork 5. The Vanishing Mass Market Part B. The Marketing Concept 6.Marketing Myopia (With Retrospective Commentary) New! 7. ManageCustomer-Centric—Innovation—Systematically New! 8. Best Buy’s GiantGamble 9. Listening to Starbucks Part C. Services and Social Marketing10. Surviving in the Age of Rage New! 11. Pill Pushers Part D. MarketingEthics and Social Responsibility 12. Wrestling With Ethics 13. Trust inthe Marketplace New! 14. Fidelity Factor UNIT 2. Research, Markets,and Consumer Behavior Part A. Market Research New! 15. A Centuryof Innovation New! 16. Team Spirit Part B. Markets and DemographicsNew! 17. A New Age for the Ad Biz 18. The Halo Effect New! 19.Kodak Sharpens Digital Focus On Its Best Customers: Women 20.Kid Power Part C. Consumer Behavior New! 21. You Choose New!22. Every Move You Make UNIT 3. Developing and ImplementingMarketing Strategies 23. The Very Model of a Modern Marketing PlanPart A. Product New! 24. Breakaway Brands 25. In Praise of the PurpleCow New! 26. He Came. He Sawed. He Took on the Whole Power-Tool Industry Part B. Pricing New! 27. Customer-Centric Pricing: TheSurprising Secret for Profitability 28. Mind Your Pricing Cues New!29. Pricing Gets Creative New! 30. Boost Your Bottom Line by Takingthe Guesswork Out of Pricing Part C. Distribution 31. The Old Pillarsof New Retailing New! 32. Upscale Experience Downscale Prices 33.How to Beat Wal-Mart Part D. Promotion New! 34. Behind the Magic35. The Online Ad Surge 36. Stronger Sales in Just 28 Minutes UNIT4. Global Marketing 37. Segmenting Global Markets: Look Before YouLeap New! 38. How China Will Change Your Business New! 39. ThreeDimensional 40. Tech’s Future 41. Selling to the PoorAPPLICATIONS IN BASIC MARKETING 2006-2007TO ACCOMPANY ESSENTIALS OF MARKETINGBy William Perreault2006ISBN-13: 978-0-07-296467-7 / MHID: 0-07-296467-7Applications in Basic Marketing (Annual Editions). This collectionof short, interesting and timely “clippings” from the popularbusiness press-drawn from publications such as the New YorkTimes, Ad Age, Wall Street Journal, Brand Week, Fortune, andBusiness Week—gives students an in depth look at how marketingimpacts all aspects of current business practice. Readings arekeyed to relevant sections of the text and there is ample varietyto give instructors a choice of topics for out of class assignmentsor in class discussion.Marketing - SoftwareMERLIN: A MARKETING SIMULATIONBy Phillip Anderson, University of St Thomas, David Beveridge,Leigh Lawton and Timothy Scott of Mankato State University2004 / 192 pagesISBN-13: 978-0-07-294658-1 / MHID: 0-07-294658-X(with CD-ROM)MERLIN, A Marketing Simulation 1/e, by Anderson, Beveridge,Lawton & Scott is a user-friendly, Windows-based comprehensivemarketing simulation designed for use in Principles ofMarketing, Marketing Management or the Marketing Strategycourse. MERLIN puts students into the role of marketing managerswhere they make the decisions needed to market theproducts of a small-marketing-oriented enterprise. MERLINmodels a small marketing business, which sells two productsin three sales territories, each with different profiles and demandcharacteristics. MERLIN gives students the opportunityto demonstrate their understanding of marketing concepts andchallenges them to respond to the difficulties of marketing ina dynamic, competitive environment. MERLIN allows studentsto compete on the basis of price, quality, features, and service.Students make quarterly decisions that include: selecting productcharacteristics (features and quality), setting prices, selectingmedia and a message (price, service, etc.). The combination ofthe decision options allows students the choice of a push versuspull promotional strategy. Two versions: MERLIN is available intwo versions: Solo (student vs. computer-managed companies)and Team (students vs. other student-managed companies).CONTENTSStudent Table of Contents: Preface / Chapter 1 - Overview Chapter 2- Loading the Merlin Software Chapter 3 - Working with the Merlin ProgramChapter 4 - The Merlin Business Environment Chapter 5 - Reviewof Marketing Management Functions Chapter 6 - Making DecisionsChapter 7 - Merlin Reports / Appendix A - Quarter 0 Decisions AppendixB - Quarter 0 Reports Appendix C - An Example of an IndustryPerformance Report Appendix D - An Example of a Marketing ResearchReport Appendix E - Initial Cost Parameters Appendix F - Limits & TimeLags Appendix G - Merlin “Hot / Keys Appendix H - Excel CompanyData File Appendix I - Excel Performance Data File Appendix J - MerlinFlow Chart Appendix K - A Step-by-Step Walk-Through Index InstructorTable of Contents: Preface / Chapter 1 - Introduction to Merlin Teamand Merlin Solo Chapter 2 - Loading and Registering the Merlin SoftwareChapter 3 - Initializing a Merlin Team Industry Chapter 4 - Merlin TeamOperating Instructions Chapter 5 - Merlin Solo’s Operating InstructionsChapter 6 - Tips and Techniques for Using Merlin Team and Merlin SoloChapter 7 - Assisting Participants in the Registration Process AppendixA: Administrator Summary / Appendix B: Sample Company Reports forQuarter 0 Appendix C-1: Merlin Quiz Appendix C-2: Merlin Quiz AppendixD: Sales Potential Tables for Merlin Team Appendix E: DecisionLimits Costs Appendix F: Merlin Team and Merlin Solo Assignments163HED 2007 Marketing.indd 16310/5/2006 1:42:48 PM