Page 572 - Foundations of Marketing

Subject Index I-15

orientation of, 14 multiple, 369–370 Monopolistic competition, 57 O
potential of, 131 power of, 376 Monopoly, 57
producer, 174–175 selecting, 370–373 Mother’s Day, 334 Objectives of marketing
reseller, 175–176 significance of, 364–366 Motivating/motivation for advertising campaign,
skater-shoe, 477–478 types of, 367–370 of personnel, 40–41 458–459
testing in, 135 for utility, 365 of salespeople, 496–497 of customer, overcoming, 487
Marketing. See also Market; Marketing channels of Motives, 154–155 defined, 36
Marketing channels; specific distribution. See Marketing MP3 player, 268 developing, 36–39
types of channels MRO supplies, 265 prices/pricing, 329–331
business and, 17 Marketing citizenship, 70 Multimedia messages, 237 promotion, 432–436, 440–441
buzz, 445 Marketing cost analysis, 43–44 Multinational corporation, 216 of sales force, 491–492
career prospects in, 20 Marketing decision support system Multinational enterprise, 216 strategic planning process of,
catalog, 410 (MDSS), 106 Multiple marketing channel, 36–39
cause-related, 7, 74 Marketing implementation 369–370 Observation during research, 101
concept of, 12–15 activities for, coordinating, 41 Multiple methods for sales Odd-number pricing, 346
consumer awareness and defined, 39 forecast, 136 Offers, cents-off, 501
knowledge of, 18 managing, 39–42 Multiple sourcing, 186 Off-price retailers, 403–404
consumer-generated, 229–239 marketing unit for, 39–40 Multiple-unit pricing, 346 Offshore outsourcing, 215
coordinating activities in, 41 personnel for, 40–41 Offshoring, 215
costs of, 16, 43–44 timetable for, 41–42 N Oligopoly, 57
customer-driven strategic, 2–22 Marketing information system “One Day Without Shoes”
customers and, 3–5, 10–11 (MIS), 104 Name campaign, 82
defined, 3–12 Marketing mix, 5, 38–39 of brand, 272, 277–278 Online. See also Internet
digital, 228–229 Marketing plan, 45–47 trade, 273 channels of distribution, 384
direct, 409 Marketing strategies. See National Advertising Review consumer behavior, 240–243
direct-response, 410, 410–411 Strategies Board (NARB), 65 fraud, 247
distribution variable of, 6–7 Marketing unit, 39–41 National Business Ethics Survey retailing, 411–412
economy and, 17–20 Market segment, 120. See also (NBES), 77–78 surveys, 99–100
electronic, 228 Segmentation Needs, 154–155 On-site computer interviews, 99
ethical issues of, 246–248 Market share, as pricing Negotiated pricing, 345 “Open Skies” agreement, 209
green, 19–20, 129 objectives, 330 Neighborhood shopping centers, Operations management, 361
integrated, 378–379, 429–432 Market share matrix, 31 405–406 Opinion leader, 162
intermediaries in, 363 Mark of brand, 273 Networks Opportunities
legal issues of, 246–248 Markup pricing, 342 location-based, 237 defined, 34–35
“Made in America,” 473 Maslow’s hierarchy of needs, 154 social, 230–233 organizational, 33–36
in nonprofit organizations, 16 Materials handling, 383–384 New-business sales, 488 strategic planning process and,
price variable of, 8 Maturity stage of product, New products, 297–304 33–36
product variable of, 5–6 268–270 business analysis for, 299–300 “Opt-out” mechanism, 411
promotion variable of, 7 Media, 462 commercialization for, Order getters, 488
relationship, 15 for advertising campaign, 302–304 Orders, 381–383
socially responsible, 19–20 461–463 concept testing for, 299 Order takers, 488–489
technology and, 18–19 digital, 229–239 development process for, 298 Organic products, 5
test, 301–302 Media-sharing sites, 234–236 idea generation for, 298 Organization
value and, 8–9 Megacarriers, 388 prices/pricing for, 344 buying behaviors in, 184
viral, 446 Merchandise, 505–506 screening for, 298–299 centralized, 40
Marketing channels Merchants test marketing for, 301–302 decentralized, 40
alliances within, 369–370 commission, 420 News release, 471 goals of, 29
for business products, 368–369 factor, 420 New-task purchase, 182 nonprofit, marketing in, 16
capacity of, 432 wholesaler, 417–419 Nickels, 341 opportunities within, 33–36
captain for, 376 Messages, 237, 464–467 Nielsen Global Online Consumer resources for, 33–36
communications in, 431 Micromarketing, 126 Survey, 445 segmentation, impact on, 130
competitive priorities in, 375 Millennia’s, 112–113 Noise, 431 types of, 371
conflict in, 377–378 Minicities, 406 Non-price competition, 328 Orientation, 14–13
for consumer products, Misbehavior of consumer, 166 Nonprobability sampling, 97 Outsourcing, 215, 379
367–368 Missionary salespeople, 489 Nonprofit organizations,
cooperation in, 377 Mission statement, 29 marketing in, 16 P
coverage in, 373–375 Mobile devices, 237–238, 465 Nonstore retailing, 409
defined, 362 Modification of product, North American Free Trade Packaging
for exchange efficiencies, 295–296 Agreement (NAFTA), 188, for family, 282
365–366 Modified rebuy purchase, 183 207, 207–208, 220 functions of, 281–283
integration in, 378–379 Money. See also Cash North American Industry marketing strategies for,
intensity of, 373–375 premium, 506 Classification System 283–284
leader of, 376 rebates for, 502 (NAICS), 188, 191, 192 Partnerships, 179
leadership in, 376–377 refunds for, 501–502 Nutrition Labeling and Education Patronage motives, 155
legal issues in, 388–389 Monitoring of environment, 472 Act, 62, 284 Peak demand, 317

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