Essentials of Marketing 13th Edition Perreault Solutions Manual

This is completed downloadable of Essentials of Marketing 13th Edition Perreault Solutions Manual

Product Details:

• ISBN-10 ‏ : ‎ 0078028884
• ISBN-13 ‏ : ‎ 978-0078028885
• Author:   William D. Perreault Jr. (Author), Joseph P. Cannon (Author), E. Jerome McCarthy (Author)

This book is about marketing and marketing strategy planning. At its essence, marketing strategy planning is about figuring out how to do a superior job of satisfying customers. This author team takes that point of view seriously and believes in practicing what they preach. Instructors and students can trust that this new edition of Essentials of Marketing 13e– and all of the other teaching and learning materials that accompany it – will satisfy every instructor and students’ needs.

Table of Content:

CHAPTER ONE
Marketing?s Value to Consumers, Firms, and Society
Marketing?What?s It All About? 4
Marketing Is Important to You 6
How Should We Define Marketing? 7
Macro-Marketing 9
The Role of Marketing in Economic Systems 13
Marketing?s Role Has Changed a Lot over the Years 15
What Does the Marketing Concept Mean? 16
Adoption of the Marketing Concept Has Not Been Easy or Universal 18
The Marketing Concept and Customer Value 19
The Marketing Concept Applies in Nonprofit Organizations 22
The Marketing Concept, Social Responsibility, and Marketing Ethics 23
Conclusion 27
Key Terms 27
Questions and Problems 28
Suggested Cases 29
Computer-Aided Problem 29
CHAPTER TWO
Marketing Strategy Planning
The Management Job in Marketing 33
What Is Marketing Strategy Planning? 34
Selecting a Market-Oriented Strategy Is Target Marketing 34
Developing Marketing Mixes for Target Markets 36
The Marketing Plan Is a Guide to Implementation and Control 41
The Importance of Marketing Strategy Planning 42
Creative Strategy Planning Needed for Survival 44
What Are Attractive Opportunities? 45
Marketing Strategy Planning Process Highlights Opportunities 45
Types of Opportunities to Pursue 48
International Opportunities Should Be Considered 50
Conclusion 51
Key Terms 51
Questions and Problems 52
Suggested Cases 52
Computer-Aided Problem 53
CHAPTER THREE
Focusing Marketing Strategy with Segmentation and Positioning
Search for Opportunities Can Begin by Understanding Markets 57
Naming Product-Markets and Generic Markets 59
Market Segmentation Defines Possible Target Markets 61
What Dimensions Are Used to SegmentMarkets? 66
More Sophisticated Techniques May Help in Segmenting 70
Differentiation and Positioning Take the Customer Point of View 72
Conclusion 75
Key Terms 76
Questions and Problems 76
Suggested Cases 76
Computer-Aided Problem 76
CHAPTER FOUR
Evaluating Opportunities in the Changing Marketing Environment
The Marketing Environment 80
Objectives Should Set Firm?s Course 80
Company Resources May Limit Search for Opportunities 82
Analyzing Competitors and the Competitive Environment 83
The Economic Environment 87
The Technological Environment 89
The Political Environment 90
The Legal Environment 92
The Cultural and Social Environment 94
Population in the U.S. Consumer Market 98
Using Screening Criteria to Narrow Down to Strategies 101
Planning Grids Help Evaluate a Portfolio of Opportunities 103
Multiproduct Firms Have a Difficult Strategy Planning Job 104
Evaluating Opportunities in International Markets 104
Conclusion 105
Key Terms 106
Questions and Problems 106
Suggested Cases 107
Computer-Aided Problem 107
CHAPTER FIVE
Final Consumers and Their Buying Behavior
Consumer Behavior?Why Do They Buy What They Buy? 110
Consumer Spending Patterns Are Related to Income 110
The Behavioral Sciences Help You Understand the Buying Process 112
Psychological Influences within an Individual 113
Social Influences Affect Consumer Behavior 121
Individuals Are Affected by the Purchase Situation 126
Consumers Use Problem-Solving Processes 127
Consumer Behavior in International Markets 132
Conclusion 132
Key Terms 133
Questions and Problems 133
Suggested Cases 134
Computer-Aided Problem 134
CHAPTER SIX
Business and Organizational Customers and Their Buying Behavior
Business and Organizational Customers?A Big Opportunity 138
Organizational Customers Are Different 138
Many Different People May Influence a Decision 141
Organizational Buyers Are Problem Solvers 144
Buyer-Seller Relationships in Business Markets 145
Internet E-Commerce Is Reshaping Many Business Markets 149
Manufacturers Are Important Customers 154
Producers of Services?Smaller and More Spread Out 157
Retailers and Wholesalers Buy for Their Customers 158
The Government Market 159
Conclusion 161
Key Terms 162
Questions and Problems 162
Suggested Cases 163
Computer-Aided Problem 163
CHAPTER SEVEN
Improving Decisions with Marketing Information
Radical Changes Are Underway in Marketing Information 166
What Is Marketing Research? 170
The Scientific Method and Marketing Research 171
Five-Step Approach to Marketing Research 171
Defining the Problem?Step 1 172
Analyzing the Situation?Step 2 172
Getting Problem-Specific Data?Step 3 176
Interpreting the Data?Step 4 183
Solving the Problem?Step 5 185
International Marketing Research 186
How Much Information Do You Need? 186
Conclusion 187
Key Terms 187
Questions and Problems 187
Suggested Cases 188
Computer-Aided Problem 188
CHAPTER EIGHT
Elements of Product Planning for Goods and Services
The Product Area Involves Many Strategy Decisions 192
What Is a Product? 192
Differences in Goods and Services 195
Whole Product Lines Must Be Developed Too 196
Product Classes Help Plan Marketing Strategies 196
Consumer Product Classes?How They Are Defined 197
Business Product Classes?How They Are Defined 200
Branding Needs a Strategy Decision Too 203
Conditions Favorable to Branding 204
Achieving Brand Familiarity Is Not Easy 204
Protecting Brand Names and Trademarks 206
What Kind of Brand to Use? 207
Who Should Do the Branding? 208
The Strategic Importance of Packaging 209
What Is Socially Responsible Packaging? 210
Warranty Policies Are a Part of Strategy Planning 211
Conclusion 213
Key Terms 213
Questions and Problems 214
Suggested Cases 215
Computer-Aided Problem 215
CHAPTER NINE
Product Management and New-Product Development
Managing Products over Their Life Cycles 218
Product Life Cycles Should Be Related to Specific Markets 220
Product Life Cycles Vary in Length 222
Planning for Different Stages of the Product Life Cycle 224
New-Product Planning 227
An Organized New-Product Development Process Is Critical 228
New-Product Development: A Total Company Effort 234
Need for Product Managers 235
Managing Product Quality 236
Conclusion 241
Key Terms 242
Questions and Problems 242
Suggested Cases 242
Computer-Aided Problem 243
CHAPTER TEN
Place and Development of Channel Systems
Place Decisions Are an Important Part of Marketing Strategy 246
Place Decisions Are Guided by ?Ideal? Place Objectives 246
Channel System May Be Direct or Indirect 248
Channel Specialists May Reduce Discrepancies and Separations 251
Channel Relationship Must Be Managed 253
Vertical Marketing Systems Focus on Final Customers 256
The Best Channel System Should Achieve Ideal Market Exposure 258
Channel Systems Can Be Complex 260
Conclusion 263
Key Terms 263
Questions and Problems 263
Suggested Cases 264
Computer-Aided Problem 264
CHAPTER ELEVEN
Distribution Customer Service and Logistics
Physical Distribution Gets It to Customers 268
Physical Distribution Customer Service 269
Physical Distribution Concept Focuses on the Whole Distribution System 271
Coordinating Logistics Activities among Firms 273
The Transporting Function Adds Value to a Marketing Strategy 276
Which Transporting Alternative Is Best? 277
The Storing Function and Marketing Strategy 280
Specialized Storing Facilities May Be Required 282
The Distribution Center?A Different Kind of Warehouse 284
Conclusion 284
Key Terms 285
Questions and Problems 285
Suggested Cases 285
Computer-Aided Problem 286
CHAPTER TWELVE
Retailers, Wholesalers, and Their Strategy Planning
Wholesalers and Retailers Plan Their Own Strategies 290
The Nature of Retailing 291
Planning a Retailer?s Strategy 291
Conventional Retailers?Try to Avoid Price Competition 293
Expand Assortment and Service?To Compete at a High Price 294
Evolution of Mass-Merchandising Retailers 294
Some Retailers Focus on Added Convenience 297
Retailing on the Internet 298
Why Retailers Evolve and Change 302
Retailer Size and Profits 303
Differences in Retailing in Different Nations 305
What Is a Wholesaler? 305
Wholesaling Is Changing with the Times 306
Wholesalers Add Value in Different Ways 307
Merchant Wholesalers Are the Most Numerous 308
Agent Middlemen Are Strong on Selling 311
What Will Happen to Retailers and Wholesalers in the Future? 313
Conclusion 313
Key Terms 314
Questions and Problems 314
Suggested Cases 315
Computer-Aided Problem 315
CHAPTER THIRTEEN
Promotion?Introduction to Integrated Marketing Communications
Several Promotion Methods Are Available 318
Someone Must Plan, Integrate, and Manage the Promotion Blend 321
Which Methods to Use Depends on Promotion Objectives 323
Promotion Requires Effective Communication 324
Integrated Direct-Response Promotion Is Very Targeted 326
The Customer May Initiate the Communication Process 327
How Typical Promotion Plans Are Blended and Integrated 330
Adoption Processes Can Guide Promotion Planning 332
Promotion Blends Vary over the Life Cycle 334
Setting the Promotion Budget 337
Conclusion 338
Key Terms 338
Questions and Problems 339
Suggested Cases 339
Computer-Aided Problem 340
CHAPTER FOURTEEN
Personal Selling
The Importance and Role of Personal Selling 344
What Kinds of Personal Selling Are Needed? 347
Order Getters Develop New Business Relationships 347
Order Takers Nurture Relationships to Keep the Business Coming 349
Supporting Sales Force Informs and Promotes in the Channel 350
The Right Structure Helps Assign Responsibility 351
Information Technology Provides Tools to Do the Job 354
Sound Selection and Training to Build a Sales Force 356
Compensating and Motivating Salespeople 357
Personal Selling Techniques?Prospecting and Presenting 360
Conclusion 364
Key Terms 365
Questions and Problems 365
Suggested Cases 366
Computer-Aided Problem 366
CHAPTER FIFTEEN
Advertising and Sales Promotion
Advertising, Sales Promotion, and Marketing Strategy Decisions 370
Advertising Objectives Are a Strategy Decision 373
Objectives Determine the Kinds of Advertising Needed 374
Coordinating Advertising Efforts with Cooperative Relationships 376
Choosing the ?Best? Medium?How to Deliver the Message 376
Advertising on the Internet: New Opportunities and New Challenges 380
Planning the ?Best? Message?What to Communicate 383
Advertising Agencies Often Do the Work 385
Measuring Advertising Effectiveness Is Not Easy 386
How to Avoid Unfair Advertising 387
Sales Promotion?Do Something Different to Stimulate Change 388
Problems in Managing Sales Promotion 390
Different Types of Sales Promotion for Different Targets 391
Conclusion 392
Key Terms 393
Questions and Problems 393
Suggested Cases 394
Computer-Aided Problem 394
CHAPTER SIXTEEN
Pricing Objectives and Policies
Price Has Many Strategy Dimensions 398
Objectives Should Guide Strategy Planning for Price 400
Profit-Oriented Objectives 401
Sales-Oriented Objectives 402
Status Quo Pricing Objectives 403
Most Firms Set Specific Pricing Policies?To Reach Objectives 404
Price Flexibility Policies 404
Price-Level Policies?Over the Product Life Cycle 406
Most Price Structures Are Built around List Prices 410
Discount Prices?Reductions from List Prices 411
Allowance Policies?Off List Prices 413
Some Customers Get Something Extra 414
List Price May Depend on Geographic Pricing Policies 415
Pricing Policies Combine to Impact CustomerValue 416
Legality of Pricing Policies 419
Conclusion 421
Key Terms 422
Questions and Problems 422
Suggested Cases 423
Computer-Aided Problem 423
CHAPTER SEVENTEEN
Price Setting in the Business World
Price Setting Is a Key Strategy Decision 427
Some Firms Just Use Markups 427
Average-Cost Pricing Is Common and Can Be Dangerous 430
Marketing Managers Must Consider Various Kinds of Costs 431
Break-Even Analysis Can Evaluate Possible Prices 435
Marginal Analysis Considers Both Costs and Demand 437
Demand-Oriented Approaches for Setting Prices 438
Pricing a Full Line 444
Bid Pricing and Negotiated Pricing Depend Heavily on Costs 446
Conclusion 447
Key Terms 448
Questions and Problems 448
Suggested Cases 448
Computer-Aided Problem 449
CHAPTER EIGHTEEN
Developing Innovative Marketing Plans: Appraisal and Challenges
Marketing Strategy Planning Process Requires Logic and Creativity 455
The Marketing Plan Brings All the Details Together 457
How Should Marketing Be Evaluated? 460
Can Consumer Satisfaction Be Measured? 461
Micro-Marketing Often Does Cost Too Much 463
Macro-Marketing Does Not Cost Too Much 465
Challenges Facing Marketers 467
How Far Should the Marketing Concept Go? 473
Conclusion 473
Questions and Problems 474
Suggested Cases 475
Appendix A
Economics Fundamentals 477
Appendix B
Marketing Arithmetic 491
Appendix C
Career Planning in Marketing 509
Video Cases 523
	1.	Suburban Regional Shopping Malls: Can the Magic Be Restored? 524
	2.	Celestial Seasonings 526
	3.	Briggs & Stratton Corporation 528
	4.	Frog?s Leap Winery 529
	5.	Girl Scouts 531
	6.	Volkswagen?s New Beetle 533
	7.	Royal Appliance Manufacturing Company: Dirt Devil 534
Cases 537
	1.	McDonald?s ?Seniors? Restaurant 538
	2.	Healthy Foods, Inc. 538
	3.	Pillsbury?s H?agen-Dazs 539
	4.	Computer Support Services 540
	5.	ResinTech 541
	6.	Valley Steel Company 542
	7.	Lilybank Lodge 543
	8.	Marie?s Ristorante 544
	9.	SleepEasy Motel 544
	10.	Joggers Universe 546
	11.	Applied Chemistry Corporation 547
	12.	Paper Products, Inc. 547
	13.	Multimedia Corral 548
	14.	Growth Enterprises 549
	15.	Matisse Company 550
	16.	Eco Water, Inc. 551
	17.	myWedding.com 553
	18.	Leisure World, Inc. 554
	19.	Lextron International, Inc. 555
	20.	Structural Wire Corporation 557
	21.	Metal Solutions, Inc. 557
	22.	PlastiForm Mfg., Inc. 558
	23.	Riverside Packers, Inc. 559
	24.	QCT, Inc. 560
	25.	Custom Castings, Inc. 561
	26.	Deluxe Foods, Ltd. 562
	27.	Home Nursing Services, Inc. 563
	28.	Lever, Ltd. 564
	29.	Bushman & Associates 566
	30.	Alumco International 568
	31.	Sal?s 569
Computer-Aided Problems 573
Notes 579
Illustration Credits 635
Name Index I1
Subject Index I13

People Also Search:

essentials of marketing perreault

essentials of marketing 13th edition perreault

essentials of marketing 13th edition

essentials of marketing

essentials of marketing 13th edition download scribd

essentials of marketing 13th edition solution manual download pdf

Instant download after Payment is complete