Page 12 - Foundations of Marketing

| Contents

Direct Ownership 216 Mobile Devices 237
Customization versus Globalization of International Applications and Widgets 238
Marketing Mixes 217 Emerging Trends: Mobile Payments Change the
Video Case 8.1: Evo: The Challenge of Going Global 223 Relationship between Retailer and Customer 239
Changing Digital Media Behaviors of Consumers 240
Chaapppteerr 999: DDDiigitttaall MMaaarkkeettinngg aaannd SSSSocciiaal Online Consumer Behavior 240
Nettwwwwoorkkiiinng 22222777 E-Marketing Strategy 243
Product Considerations 243
Marketing Insights: Generating the Power of Twitter 227
Growth and Benefits of Digital Marketing 228 Distribution Considerations 243
Types of Consumer-Generated Marketing and Digital Promotion Considerations 244
Media 229 Pricing Considerations 245
Entrepreneurship in Marketing: Kayak.com Becomes a
Social Networks 230 Top Player in the Travel Search Market 245
Going Green: Facebook Praised for Tackling Carbon Ethical and Legal Issues 246
Emissions 233
Privacy 246
Blogs and Wikis 233
Online Fraud 247
Media-Sharing Sites 234
Intellectual Property 247
Virtual Sites 236
Marketing Debate: Advertising to Children through Video Case 9.1: RogueSheep’s Postage App: The Postcard
Smartphones 237 of the Future 252

Part 4: Product and Price Decisions 257

Chaptter 110: Producctt, Braandiing, and Marketing Debate: The Legal Implications of Energy
Packagginngg Concepts 258 Drinks 283
Labeling 284
Marketing Insights: MillerCoor’s Rebrands Its Products Emerging Trends: Domestically Made Products Thrive 284
through Packaging Innovation 258 Video Case 10.1: New Belgium Brews Up Strong Brand
What Is a Product? 259 Equity 289
Classifying Products 261
Consumer Products 261 Chaptter 111: Develoopping aandd Maanagingg Gooodss
Business Products 264 andd Seerrviicces 2933
Going Green: What Makes a Green Product? 264
Product Line and Product Mix 265 Marketing Insights: Is the Perfect Shave Actually
Product Life Cycles and Marketing Strategies 266 Attainable? 293
Introduction 267 Managing Existing Products 294
Growth 267 Line Extensions 294
Maturity 268 Product Modifications 295
Decline 270 Developing New Products 297
Product Adoption Process 271 Idea Generation 298
Branding 272 Screening 298
Value of Branding 273 Concept Testing 299
Entrepreneurship in Marketing: Ideeli Achieves Success Business Analysis 299
through Discounts 273 Going Green: Will LEDs Become the New Light Bulb? 299
Brand Equity 274 Product Development 300
Types of Brands 276 Test Marketing 301
Selecting a Brand Name 277 Commercialization 302
Protecting a Brand 278 Marketing Debate: The Success of a New Product 302
Branding Policies 279 Product Differentiation Through Quality, Design,
Brand Extensions 279 and Support Services 304
Co-Branding 281 Product Quality 304
Brand Licensing 281 Product Design and Features 305
Packaging 281 Product Support Services 305
Packaging Functions 281 Product Positioning and Repositioning 306
Packaging and Marketing Strategy 283 Perceptual Mapping 306
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