Contents
Part One
Modern Marketing 1
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Cases For Part One
Part Two
Chapter 5
Consumer Markets and Buying Behavior 102
Chapter 6
Chapter 7
Cases for Part Two
Part Three
Chapter 8
Chapter 9
Chapter 10
Cases for Part Three
Part Four
Chapter 11
The Field of Marketing 2
Why is the Number of Female Skiers Decreasing? 6
Has Amtrak Correctly Defined the Business It Is In? 10
Is That Toyota an Import? 22
The Dynamic Marketing Environment 28
What's an Effective Way to Appeal to "Generation X"? 33
Does Competition Transcend National Borders? 36
Strategic Marketing Planning 50
Which Meat Has the Edge? 60
Are There Strategic Lessons to be Learned from Foreign Films? 71
Marketing Research and Information 74
Are Databases an Invasion of Privacy? 81
How Far Should Research Be Allowed To Go? 89
Case 1 - Ben & Jerry's Homemade Ice Cream Inc. 96
Case 2 - Coke versus Pepsi 98
Target Markets 101
Will Teens Be the Entree' into Global Marketing? 106
Will Self-Scanning Benefit Consumers and Retailers? 128
Business Markets and Buying Behavior 132
What Are Major Challenges of Doing Business Abroad? 139
Market Segmentation and Target-Market Strategies 156
Where Should You Draw the Line on Age? 165
Where Have the Cadillac Buyers Gone? 166
Case 1 American Express 184
Case 2 The Gap 186
Product 189
Product Planning and Development 190
How Can New-Product Ideas Be Found on Other Continents? 206
Product-Mix Strategies 218
How Many Products Are Too Many? 223
Does a Weak Dollar Convert to Strong Fashion Sales? 237
Brands, Packaging, and Other Product Features 240
Who's Got the Bud? 243
Who Appears Most on T-Shirts-The Rugrats or Buzz Lightyear? 254
Case 1 Estee Corporation 266
Case 2 Gatorade versus the Upstarts 267
Price 271
Price Determination 272
Is Pricing the Same in Argentina and Zambia as in the United States? 282
Can You Deal with a Kinked Demand Curve? 294
