Contents
Introduction i–iii
Part I: Making Marketing Value Decisions
Chapter 1: Welcome to the World of Marketing: Creating and Delivering Value
1–36
Chapter 2: Strategic Market Planning: Capturing the Big Picture 37–73
Chapter 3: Thriving in the Marketing Environment: The World Is Flat 74–112
Part II: Understanding Consumers’ Value Needs
Chapter 4: Marketing Research: Gathering, Analyzing, and Using Information 113–151
Chapter 5: Consumer Behavior: How and Why People Buy 152–189
Chapter 6: Business-to-Business Markets: How and Why Organizations Buy 190–226
Chapter 7: Sharpening the Focus: Target Marketing Strategies and
Customer Relationship Management 227–262
,Part III: Creating the Value Proposition
Chapter 8: Creating the Product 263–297
Chapter 9: Managing the Product 298–331
Chapter 10: Services and Other Intangibles: Marketing the Product That Isn’t There 332–
368
Chapter 11: Pricing the Product 369–403
Part IV: Communicating the Value Proposition
Chapter 12: Catching the Buzz: Promotional Strategy and Integrated Marketing
Communications
404–440
Chapter 13: Advertising, Sales Promotion, and Public Relations 441–477
Chapter 14: Personal Selling, Sales Management, and Direct Marketing 478–514
Part V: Delivering the Value Proposition
,Chapter 15: Delivering Value Through Supply Chain Management:
Channels of Distribution and Logistics 515–551
Chapter 16: Retailing: Bricks and Clicks 552–587
, Chapter 1
Welcome to the World of Marketing: Creating and Delivering Value
Real People, Real Choices
Multiple Choice—Application
1. When Bill at Ron Jon planned changes to the advertising, Bill was practicing _____.
a. benefit
b. demand
c. need
d. value
e. marketing
(e; easy; p. 9; 2; AACSB C)
2. A consumer shopping at The World’s Most Famous Surf Shop is also a _____ of the
company because he has an interest in the company.
a. benefit
b. stakeholder
c. need
d. value
e. user
(b; easy; p. 11; 2; AACSB C)
3. Shoppers at The World’s Most Famous Surf Shop are _____.
a. producers
b. consumers
Introduction i–iii
Part I: Making Marketing Value Decisions
Chapter 1: Welcome to the World of Marketing: Creating and Delivering Value
1–36
Chapter 2: Strategic Market Planning: Capturing the Big Picture 37–73
Chapter 3: Thriving in the Marketing Environment: The World Is Flat 74–112
Part II: Understanding Consumers’ Value Needs
Chapter 4: Marketing Research: Gathering, Analyzing, and Using Information 113–151
Chapter 5: Consumer Behavior: How and Why People Buy 152–189
Chapter 6: Business-to-Business Markets: How and Why Organizations Buy 190–226
Chapter 7: Sharpening the Focus: Target Marketing Strategies and
Customer Relationship Management 227–262
,Part III: Creating the Value Proposition
Chapter 8: Creating the Product 263–297
Chapter 9: Managing the Product 298–331
Chapter 10: Services and Other Intangibles: Marketing the Product That Isn’t There 332–
368
Chapter 11: Pricing the Product 369–403
Part IV: Communicating the Value Proposition
Chapter 12: Catching the Buzz: Promotional Strategy and Integrated Marketing
Communications
404–440
Chapter 13: Advertising, Sales Promotion, and Public Relations 441–477
Chapter 14: Personal Selling, Sales Management, and Direct Marketing 478–514
Part V: Delivering the Value Proposition
,Chapter 15: Delivering Value Through Supply Chain Management:
Channels of Distribution and Logistics 515–551
Chapter 16: Retailing: Bricks and Clicks 552–587
, Chapter 1
Welcome to the World of Marketing: Creating and Delivering Value
Real People, Real Choices
Multiple Choice—Application
1. When Bill at Ron Jon planned changes to the advertising, Bill was practicing _____.
a. benefit
b. demand
c. need
d. value
e. marketing
(e; easy; p. 9; 2; AACSB C)
2. A consumer shopping at The World’s Most Famous Surf Shop is also a _____ of the
company because he has an interest in the company.
a. benefit
b. stakeholder
c. need
d. value
e. user
(b; easy; p. 11; 2; AACSB C)
3. Shoppers at The World’s Most Famous Surf Shop are _____.
a. producers
b. consumers
