Business Communication - McGraw-Hill Books

and the hallmark of the Sim Series is The PhisoTech Story. Eachsimulation features the continuing saga of PhisoTech, a nicheplayer in the pharmaceutical industry, and its cast of engagingand sometimes eccentric characters. The PhisoTech Story isboth entertaining and compelling, and is written specificallyto enhance the cognitive involvement of students and inspirecreative, analytical decision making.on making.FEATURES• Teaches today’s most important marketing and financial analytics tohelp students make quality, strategic decisions.• An MS Excel Platform. The simulations are built on the familiarMSExcel platform for broad distribution and universal appeal.• Ease of Use. While powered by a complex mathematical engine, thesimulation screens are intuitive and easy to navigate. The main focus ison developing analysis and strategy skills for students, not on enhancingtheir computer skills.• Easy to Grasp. The data used in the simulation is typical order datathat has been aggregated into a robust model of analyses. The overallconcepts are easy to grasp and the reporting output generated from thesimulation is easy to comprehend, but immensely challenging in itsstrategic implications.• SIMCRM: Student CD and Manual: 0072839678 (Instructor’s CD/Annotated Student Manual—0072839090 This simulation is wrappedaround Customer Relationship Management (CRM) principles; it teachesstudents how to leverage database technology in the marketplace. Studentslearn how to use a database for customized marketing strategiesbased on a customer’s value to the company, and how to design databasetables in order to execute different promotional tactics. Predictivemodeling, data transformation, and other general database issues willbe reviewed. Students learn about the economics of utilizing in-housemarketing and sales promotion resources vs. partnering with outsideresources such as ad agencies or printing and promotions firms withdigital marketing capabilities.• SIMMarketing Research with Student CD/Manual: 0072839686(Instructor’s CD/Annotated Student Manual—0072839112) This simulationcovers primary and secondary research methods, experimentation,observation, survey design, etc. It teaches students how to synthesizeinformation to make pricing decisions, design promotional directives,determine customer behavior and attitudes, etc. The practical applicationof descriptive and inferential statistical methods in a business andmarketing setting is reinforced.• SIMMarketing Management with Student CD/Manual: 0072839694(Instructor’s CD/Annotated Student Manual—0072839139) This simulationaddresses the array of issues within the marketing discipline.Decisions that are related to market segmentation, market penetrationstrategies, utilizing a BSG matrix or facsimile, and balancing variousaspects of the administration and promotional budgets to achieve marketingobjectives are included. Pricing issues and financial analysis arealso addressed in the decisions. This simulation prominently featuresthe Customer Relationship Management (CRM) paradigm.• SIMSell with Student CD/Manual:007283999X (Instructor’s CD/AnnotatedStudent Manual-0072839082. The first simulation in the SIMSeries,this module teaches students about the importance of understanding acustomer’s value to the company in allocating time and resources. UsingCustomer Relationship Management (CRM) and relationship sellingprinciples, SimSell also teaches about the costs to service accounts, aswell as the cost and benefit of professional training and developmentseminars.• SIMSales Management with Student CD/Manual: 0072839368 (Instructor’sCD/Annotated Student Manual—0072839082) This simulationteaches students how to manage a sales force using financial analyticssuch as sales revenue, contribution income and long-term profitability.Some of the questions addressed in this module are how to achievemanagement goals and objectives while staying within budget, howto design the right combination of benefits and compensation to helpthe sales force make quota, who to hire, who to fire, and how to useincentives for motivation.International EditionSpecial Topics inMarketingNEWMarketingSPORTS MARKETINGBy Sam Fullerton, Eastern Michigan University2007 (July 2006) / 576 pagesISBN-13: 978-0-07-312821-4 / MHID: 0-07-312821-XISBN-13: 978-0-07-110658-0 / MHID: 0-07-110658-8 [IE]Website: http://www.mhhe.com/fullerton1eSports Marketing presents this field as a new discipline, helpingreaders gain a stronger understanding of how to apply marketingstrategies and tactics within the sports marketing environment.Dr. Fullerton crafted this new text to present the discipline ofsports marketing in two broad perspectives. The first part ofthe text (Chapters 3 – 14) deals with the idea of the marketingof sports products, increasing media audiences, increasing liveattendance, the selling of sports-related products, and more.The second part of the text (Chapters 15 – 22) examines usinga sports platform as a foundation for the marketing of non-sportsproducts, including examples such as Tiger Woods’ endorsementof Tag Heuer watches and Coca-Cola’s sponsorship ofsoccer’s World Cup. This is not simply a basic marketing textusing sports examples. This new title fills a gap for this newlyrecognized course area by presenting a strong business perspectivethrough its content. It looks at the economic impact ofthe industry and identifies an array of career opportunities forstudents interested in sports marketing. There is comprehensivecoverage of how sports are used as a marketing platform and anabundance of real-world national and international examplesto support the material.FEATURES• Variables with the Marketing Mix: Marketing strategy has historicallybeen viewed as the combination of a target market and a correspondingmarketing mix. From Chapter 15, this text examines the target marketingissues by delineating the market segmentation process, while Chapters16 through 19 each cover one of the variables within the marketing mix,including product, distribution (place), price, and promotion.• Real Examples: Actual examples in every chapter focus on howmarketers use sports as a platform for developing their strategies andtactics.• Sponsorship: Within the four presented domains in sports marketing,this text identifies four basic approaches to the selling of sports ornon-sports products, including traditional sponsorship, endorsements,venue naming rights, and licensing.• Written for a Broad Audience: While offering a rigorous treatment ofthis new discipline, this text is also written to interest students that arenew to marketing. Readers begin by learning about four controllablevariables that comprise the marketers’ strategic domain, including decisionsabout the products being sold, the price strategies, the distributionsystem, and the promotional tools available to the marketer.• Controversial Issues: Many marketers feel this course area is morerecreational; these issues are discussed at the end of the text.• Role of Technology: Chapter 21 is dedicated exclusively to toolssuch as the Internet that combine technology and content in the sportsmarketing industry.CONTENTSPART ONE THE FOUNDATION OF SPORTS MARKETING. Chapter 1:Introduction to Sports Marketing. PART TWO MARKETING THROUGHSPORTS. Chapter 2: Marketing Through Sports. Chapter 3: Introduction193HED 2007 Marketing.indd 19310/5/2006 1:42:56 PM