Page 11 - Introduction to Business

CONTENTS ix

Work-Share Programs 251 Obtaining Information About Markets and the
Self-Managing Teams 252 Environment 288
Telecommuting and Alternative Work Styles 252 Marketing Information Systems 288
What Is Leadership? 253 Marketing Research 290
Databases 291
Ethics in Business Goodbye to an Ethicist 254
Objectives 292
Major Leadership Theories 255
Strategies 294
Servant Leadership 255
Transactional and Transformational Leadership 255 Technology and Business Michelin Uses High Tech in
Charismatic Leadership 256 Its Quest to Become the Leading Tire Manufacturer 295
Contingency Theories of Leadership 256 Managing Customers 298
Chaos Theory 257 Analyzing Customers 298
The Practice of Leadership 257 Customer Satisfaction 299
Autocratic Style 259 Customer Service 300
Democratic Style 260 Case in Point McDonald’s Grapples with Poor Service
Free-Rein Style 261 Levels 301
The Contingency Approach to Leadership 261 Careers in Marketing 302
Case in Point Sony: Preparing Tomorrow’s Summary 303 Chapter Questions 304 Interpreting
Leaders 262 Business News 304 Web Assignments 305 Portfolio
Careers in Motivation and Leadership 263 Projects 305 Test Prepper 306
Summary 264 Chapter Questions 267 Interpreting
Business News 268 Web Assignments 268 Portfolio
Projects 269 Test Prepper 270 9
Developing the Product
and Pricing Mixes 308
Part Three
Marketing 273 Introduction 309
Guidelines for Developing the Marketing Mix 310
Developing the Product Mix 310
8 Product Elements 310
Case in Point DaimlerChrysler Relies on Product Design
Marketing Basics 274 to Escape Performance Doldrums 311
Developing New Products 314
Introduction 275 Case in Point Sony’s Product Lines Are an
The Definition of Marketing 276 Important Asset as It Considers Merger and Acquisition
Markets 277 Possibilities 315
Consumer Market 277 Managing Existing Products 325
Global Business Starbucks Seeks Growth Technology and Business Electric Toy Trains Make a
Overseas 278 Comeback 326
Business-to-Business Market 281 Developing the Pricing Mix 329
Government Market 282 Pricing Objectives 329
International Markets 283 Pricing Concepts 330
Case in Point Sony Decides to Enter the China Setting Prices for New Products 330
Market 283 Case in Point McDonald’s Offers a $1-Item Menu 331
The Marketing Environment 284 Changing Prices for Existing Products 331
Competition 285 Pricing Decisions for Products Sold
Technology 285 Internationally 333
The Economy 286 Retailers’ Pricing Decisions 333
The Legal and Political Environment 287 Global Business Fuji Film Accused of Dumping in the
Culture 288 U.S. Market 333

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