Marketing
By: Frederick G. Crane ... [et al.].
Edition: 6th Canadian ed.
Publisher: McGraw-Hill Ryerson
Published: 2006
Place of publication: Toronto
Language: eng
Number of pages: 588
ISBN-13: 9780070939868
Subjects: Marketing; Textbooks; Manuels d'enseignement supérieur
Notes: Includes bibliographical references and indexes.
Table of contents: title: Pt. 1. Initiating the marketing process; title: 1. Marketing : customer value, satisfaction, and customer relationships; title: Curves international : a marketing success story; title: What marketing is and what it is not; title: How marketing discovers and satisfies consumer needs; title: How marketing became so important; title: 2. Developing successful marketing and corporate strategies; title: Bombardier : a Canadian company moving people on a global scale; title: Levels of strategy in organizations; title: Setting strategic directions; title: The strategic marketing process; title: 3. Scanning the marketing environment; title: It's show time!; title: Environmental scanning in the new millennium; title: Social forces; title: Economic forces; title: Technological forces; title: Competitive forces; title: Regulatory forces; title: 4. Ethics and social responsibility in marketing; title: Canadian automakers make a commitment to Canada; title: Nature and significance of marketing ethics; title: Understanding ethical merketing behaviour; title: Understanding social responsibility in marketing; title: Pt. 2. Understanding buyers and markets; title: 5. Consumer behaviour; title: Getting to know the automobile custom(h)er and influenc(h)er; title: Consumer purchase decision process; title: Psychological influences on consumer behaviour; title: Sociocultural influences on consumer behaviour; title: 6. Organizational markets and buyer behaviour; title: Dofasco Inc. : achieving success in the business-to-business (B2B) marketplace; title: The nature and size of organizational markets; title: Measuring domestic and global industrial, reseller, and government markets; title: Characteristics of organizational buying; title: Charting the organizational buying process; title: Online buying in organizational markets; title: 7. Reaching global markets; title: Mattel's global marketing is more than child's play; title: Dynamics of world trade; title: Marketing in a borderless economic world; title: A global environmental scan; title: Global market-entry strategies; title: Crafting a worldwide marketing program; title: Pt. 3. Targeting marketing opportunities; title: 8. Marketing research : from information to action; title: Test screenings : listening to consumers to reduce movie risks!; title: What is market research?; title: Types of marketing research; title: The marketing research process; title: Problem definition; title: Formal research design; title: Data collection and analysis; title: Conclusions and report; title: Ethical issues in the marketing research process; title: Using information technology to trigger marketing actions; title: 9. Identifying market segments and targets; title: Sneakers marketing wars : hip-hop, Yao Ming, and three billion trillion choices; title: Why segment markets?; title: Steps in segmenting and targeting markets; title: Positioning the product; title: Sales forecasting techniques; title: Pt. 4. Satisfying marketing opportunities; title: 10. Developing new products and services; title: 3M's Greptile Grip Golf Glove : how to get to the top of the leader board; title: The variations of products; title: Classifying consumer and business goods; title: New products and why they succeed or fail; title: The new-product process; title: 11. Managing products and brands; title: Clearly Canadian : product management in a competitive environment; title: Product life cycle; title: Mthe product life cycle; title: Branding and brand management; title: Packaging and labelling; title: 12. Managing services; title: The Hard Rock Café knows what you want : an exceptional experience!; title: The service economy; title: The uniqueness of services; title: How customers purchase services; title: Managing the marketing of services : the eight P's; title: Services in the future; title: 13. Pricing products and services; title: Here's a pricing problem for you!; title: Nature and importance of price; title: Step 1: Identifying pricing constraints and objectives; title: Step 2: Estimating demand and revenue; title: Step 3: Estimating cost, volume, and profit relationships; title: Step 4: Selecting an approximate price level; title: Step 5: Setting the list or quoted price; title: Step 6: Making special adjustments to the list or quoted price; title: 14. Managing marketing channels and supply chains; title: Apple stores : adding high-touch to high-tech marketing channels; title: Nature and importance of marketing channels; title: Channel structure and organization; title: Channel choice and management; title: Logistics and supply chain management; title: Information and logistics management objective in a supply chain; title: Key logistics functions in a supply chain; title: 15. Retailing; title: Tim Hortons : "always fresh" and "a friend along the way"; title: The value of retailing; title: Nonstore retailing; title: Retailing strategy; title: The changing nature of retailing; title: Future changes in retailing; title: 16. Integrated marketing communications and direct marketing; title: CTV achieves success with Corner gas using an integrated marketing communications strategy; title: The communication process; title: The promotional elements; title: Integrated marketing communications : developing the promotional mix; title: Developing the promotion program; title: Executing and evaluating the promotion program; title: Direct marketing; title: 17. Advertising, sales promotion, and public relations; title: So, how would you like to be a Canadian adfarmer?; title: Types of advertisements; title: Developing the advertising program; title: Executing the advertising program; title: Evaluating the advertising program; title: Sales promotion; title: Public relations; title: 18. Personal selling and sales management; title: Selling the way customers want to buy; title: Scope and significance of personal selling and sales management; title: The many forms of personal selling; title: The personal selling process : building relationships; title: The sales management process; title: pt. 5. Managing the marketing process; title: 19. Pulling it all together : the strategic marketing process; title: WestJet : crafting strategy in an evolving marketing environment; title: Marketing basics : Doing what works and allocating resources; title: The planning phase of the strategic marketing process; title: The implementation phase of the strategic marketing process; title: The control phase of the strategic marketing process.