Page 10 - Foundations of Marketing

| Contents

Chapterr 33: Theee Marrkeetting Envvironnmeentt, Emerging Trends: How Restaurants Are Responding to the
Sociaaal RResponsibbiliity, andd Ethiccs 533 Health Trend 69
Social Responsibility and Ethics in Marketing 69
Marketing Insights: Companies Win with Cause-Related Economic Dimension 70
Marketing 53 Legal Dimension 71
The Marketing Environment 54 Ethical Dimension 72
Responding to the Marketing Environment 54 Entrepreneurship in Marketing: True Office Provides
Competitive Forces 55 an Innovative Way to Approach Ethical Training 73
Economic Forces 58 Philanthropic Dimension 73
Political Forces 60 Going Green: Google’s New Venture: Going Green 75
Legal and Regulatory Forces 61 Incorporating Social Responsibility and Ethics into
Technological Forces 66 Strategic Planning 76
Marketing Debate: Copycats or Innovators? 66 Video Case 3.1: TOMS Shoes Expands One for One
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Sociocultural Forces 67 Model to Eyewear 81

Part 2: Marketing Research and Target Markets 85

Chhapterrr 4: Maarrkettinng RRessearcchh and What Are Markets? 116
Informmmmation Syssteemss 86 Target Market Selection Process 117
Step 1: Identify the Appropriate Targeting Strategy 117
Marketing Insights: LEGO Discovers an Overlooked Target Undifferentiated Targeting Strategy 117
Market—Girls! 86 Concentrated Targeting Strategy through Market
The Importance of Marketing Research 87 Segmentation 119
Types of Research 88 Differentiated Targeting Strategy through Market
Exploratory Research 89 Segmentation 120
Conclusive Research 90 Marketing Debate: Is Anything Gained by Gender
The Marketing Research Process 91 Targeting? 121
Locating and Defining Problems or Research Step 2: Determine Which Segmentation Variables
Issues 91 to Use 121
Designing the Research Project 92 Variables for Segmenting Consumer
Collecting Data 93 Markets 122
Going Green: Green Marketing 95 Variables for Segmenting Business Markets 129
Entrepreneurship in Marketing: Baldwin& Ad Agency Green Marketing: IKEA Adds to the Green
Does Good with Güd 100
Lifestyle 129
Interpreting Research Findings 101 Step 3: Develop Market Segment Profiles 130
Reporting Research Findings 102 Step 4: Evaluate Relevant Market Segments 131
Using Technology to Improve Marketing Information Sales Estimates 131
Gathering and Analysis 103 Emerging Trends: New Moves in Marketing Movie
Marketing Information Systems 104 Rentals 132
Emerging Trends: The Billboard of the Future 104 Competitive Assessment 132
Databases 105 Cost Estimates 132
Marketing Debate: The Privacy of Purchase Data 105 Step 5: Select Specific Target Markets 133
Marketing Decision Support Systems 106 Developing Sales Forecasts 133
Issues in Marketing Research 106 Entrepreneurship in Marketing: How Skullcandy
The Importance of Ethical Marketing Research 106 Segments Its Market 134
International Issues in Marketing Research 107 Executive Judgment 134
Video Case 4.1: Marketing Research Reveals Marketing Surveys 134
Opportunities in the Baby Boomer Generation 112 Time Series Analysis 135
Regression Analysis 135
Chhapterrr 5: Tarrgget MMarkketss: SSeegmentaattion Market Tests 135
and EEEvaluattion 1115 Using Multiple Forecasting Methods 136
Marketing Insights: Magnum Is Irresistible to Any Video Case 5.1: Raleigh Wheels into a New Era for Bicycle
Demographic 115 Marketing 140

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