Foundations of Marketing, Ninth Edition
By William M. Pride and O.C. Ferrell
Contents:
PART 1 Strategic Marketing and Its Environment 1
Chapter 1: Customer-Driven Strategic
Marketing 2
Marketing Insights: Whole Foods Is the Whole Package 3
1-1 Defining Marketing 4
1-1a Marketing Focuses on Customers 5
1-2 Marketing Deals with Products, Price, Distribution,
and Promotion 6
1-2a Product 6
1-2b Price 7
1-2c Distribution 7
1-2d Promotion 8
1-3 Marketing Creates Value 8
Disruptive Marketing: COVID-19 Mixes Up the Marketing Mix 9
1-3a Marketing Builds Relationships with
Customers and Other Stakeholders 11
1-4 Marketing Occurs in a
Dynamic Environment 12
1-5 Understanding the
Marketing Concept 13
1-5a Evolution of the Marketing Concept 14
1-5b Implementing the Marketing Concept 15
1-6 Customer Relationship Management 15
1-7 The Importance of Marketing in Our Global Economy 17
1-7a Marketing Costs Consume a Sizable
Portion of Buyers’ Dollars 17
1-7b Marketing Is Used in
Nonprofit Organizations 17
1-7c Marketing Is Important to Businesses and the Economy 17
1-7d Marketing Fuels Our Global Economy 18
1-7e Marketing Knowledge Enhances Consumer Awareness 18
1-7f Marketing Connects People through Technology 18
1-7g Socially Responsible Marketing: Promoting the Welfare
of Customers and Stakeholders 20
Integrity in Marketing: Warby Parker Eyes Up the Optical Industry 21
1-7h Marketing Offers Many Exciting Career Prospects 21
Chapter Review 22
Key Concepts 23
Developing Your Marketing Plan 23
Issues for Discussion and Review 23
Case 1 Apple Inc.: The Future of Retailing, Education, and
Entertainment 24
Chapter 2: Planning, Implementing, and
Evaluating Marketing Strategies 26
Marketing Insights: Kroger’s Strategy Emphasizes Digital Customer
Experience 27
2-1 The Strategic Planning Process 28
2-2 Establishing Organizational Mission, Goals, and
Strategies 29
2-2a Developing Organizational Mission and Goals 29
2-2b Developing Corporate and Business-Unit Strategies 29
Creative Marketing: Ready to Rent and Ride? The Sharing Economy
Adds Scooters 33
2-3 Assessing Organizational Resources and
Opportunities 34
Integrity in Marketing: “Museum” or Museum? 34
2-3a SWOT Analysis 35
2-3b First-Mover and Late-Mover Advantage 36
2-4 Developing Marketing Objectives and Marketing
Strategies 37
2-4a Selecting the Target Market 38
2-4b Creating Marketing Mixes 39
2-5 Managing Marketing Implementation 40
2-5a Organizing the Marketing Unit 40
2-5b Coordinating and Communicating 41
2-5c Establishing a Timetable for Implementation 42
2-6 Evaluating Marketing Strategies 42
2-6a Establishing Performance Standards 42
2-6b Analyzing Actual Performance 42
2-6c Comparing Actual Performance with Performance
Standards and Making Changes, If Needed 44
2-7 Creating the Marketing Plan 45
Chapter Review 47
Key Concepts 48
Developing Your Marketing Plan 48
Issues for Discussion and Review 49
Case 2 Inside Tesla’s Strategy for Growth 49
Chapter 3: The Marketing Environment, Social
Responsibility, and Ethics 52
Marketing Insights: Fighting Fair: Microsoft Embraces the
Competition 53
3-1 The Marketing Environment 54
3-1a Responding to the Marketing Environment 54
3-2 Competitive Forces 55
3-3 Economic Forces 58
3-3a Buying Power and Willingness to Spend 58
3-3b Economic Conditions 59
3-4 Political Forces 61
3-5 Legal and Regulatory Forces 62
3-5a Regulatory Agencies 63
3-5b Self-Regulation 65
3-6 Technological Forces 66
3-7 Sociocultural Forces 67
3-8 Social Responsibility
and Ethics in Marketing 69
Integrity in Marketing: Does WeWork Still Work? 70
3-8a Economic Dimension 70
3-8b Legal Dimension 71
3-8c Ethical Dimension 72
3-8d Philanthropic Dimension 73
Creative Marketing: Evrnu Changes Clothes 75
3-9 Incorporating Social Responsibility and Ethics
into Strategic Planning 76
Chapter Review 78
Key Concepts 80
Developing Your Marketing Plan 80
Issues for Discussion and Review 80
Case 3 Apple vs. Samsung: Gloves Are Off 81
PART 2 Marketing Research and Target Markets 83
Chapter 4: Marketing Research and Analytics 84
Marketing Insights: Marketing Analytics Makes Cents 85
4-1 The Importance of Marketing Research 86
4-2 Types of Research 87
4-2a Exploratory Research 88
4-2b Conclusive Research 89
4-3 The Marketing Research Process 90
4-3a Locating and Defining Problems or Issues 90
4-3b Designing the Research Project 91
4-3c Collecting Data 91
Entrepreneurship in Marketing: Big Data Goes Big Time
at Six Spoke 98
4-3d Interpreting Research Findings 100
4-3e Reporting Research Findings 100
4-4 Marketing Analytics 101
4-4a Big Data 102
4-4b Databases 104
Disruptive Marketing: Artificial Intelligence Makes for Smarter
Advertising 105
4-4c Implementing Marketing Analytics 105
4-4d Marketing Information and Support Systems 107
4-5 Issues in Marketing Research 108
4-5a The Importance of Ethical Marketing Research 108
4-5b International Issues in Marketing Research 109
Chapter Review 110
Key Concepts 111
Developing Your Marketing Plan 111
Issues for Discussion and Review 112
Case 4 Picture Perfect: How Instagram Uses Big Data 112
Chapter 5: Target Markets: Segmentation and Evaluation 114
Marketing Insights: LEGOLAND: Small Bricks, Big Attendance 115
5-1 What Are Markets? 116
5-2 Target Market Selection Process 117
5-3 Step 1: Identify the Appropriate Targeting Strategy 118
5-3a Undifferentiated Targeting Strategy 118
5-3b Concentrated Targeting Strategy through
Market Segmentation 118
5-3c Differentiated Targeting Strategy through Market Segmentation 120
5-4 Step 2: Determine Which Segmentation Variables to Use 121
5-4a Variables for Segmenting Consumer Markets 121
Disruptive Marketing: Jiminy Crickets: Are Chirps Chips the Snack
of the Future? 127
Entrepreneurship in Marketing: SpotHero Helps Drivers Spot
Parking Spots 128
5-4b Variables for Segmenting Business Markets 128
5-5 Step 3: Develop Market Segment Profiles 129
5-6 Step 4: Evaluate Relevant Market Segments 130
5-6a Sales Estimates 130
5-6b Competitive Assessment 131
5-6c Cost Estimates 131
5-7 Step 5: Select Specific Target Markets 131
5-8 Developing Sales Forecasts 132
5-8a Executive Judgment 132
5-8b Surveys 133
5-8c Time Series Analysis 133
5-8d Regression Analysis 134
5-8e Market Tests 134
5-8f Using Multiple Forecasting Methods 134
Chapter Review 135
Key Concepts 136
Developing Your Marketing Plan 136
Issues for Discussion and Review 137
Case 5 How Nike Uses Targeting in the High-Stakes Race
for Sales 137
PART 3 Customer Behavior and E-Marketing 139
Chapter 6: Consumer Buying Behavior 140
Marketing Insights: For a Hot and Fast Breakfast, “Just Crack
An Egg” 141
6-1 Consumer Buying Decision Process 142
6-1a Problem Recognition 143
6-1b Information Search 143
6-1c Evaluation of Alternatives 144
6-1d Purchase 144
6-1e Postpurchase Evaluation 145
6-2 Types of Consumer Decision Making and Level of
Involvement 145
6-2a Types of Consumer Decision Making 145
6-2b Consumer Level of Involvement 146
6-3 Situational Influences on the Buying Decision Process 147
6-4 Psychological Influences on the Buying Decision Process 149
6-4a Perception 149
6-4b Motivation 150
6-4c Learning 151
Integrity in Marketing: Recycling, Zara Style 152
6-4d Attitudes 153
6-4e Personality and Self-Concept 154
6-4f Lifestyles 155
Entrepreneurship in Marketing: Peloton Markets Fitness on
Demand 155
6-5 Social Influences on the Buying Decision Process 156
6-5a Roles 156
6-5b Family Influences 156
6-5c Reference Groups 158
6-5d Digital Influences 158
6-5e Opinion Leaders 159
6-5f Social Classes 159
6-5g Culture and Subcultures 160
6-6 Consumer Misbehavior 163
Chapter Review 164
Key Concepts 165
Developing Your Marketing Plan 166
Issues for Discussion and Review 166
Case 6 The Campbell Soup Company Cooks Up New Marketing 166
Chapter 7: Business Markets and Buying
Behavior 168
Marketing Insights: Amazon Business Builds a Big Business by
Serving Businesses of All Sizes 169
7-1 Business Markets 170
7-1a Producer Markets 170
7-1b Reseller Markets 171
7-1c Government Markets 172
7-1d Institutional Markets 173
7-2 Industrial Classification Systems 173
7-3 Dimensions of Business Customers and Business Transactions 174
7-3a Characteristics of Transactions
with Business Customers 175
7-3b Attributes of Business Customers 175
Disruptive Marketing: Small Businesses Get WOW-Size Orders from
Airlines 176
7-3c Primary Concerns of Business Customers 176
7-3d Methods of Business Buying 178
7-3e Types of Business Purchases 178
7-3f Demand for Business Products 179
7-4 Business Buying Decisions 180
7-4a The Buying Center 181
7-4b Stages of the Business Buying Decision Process 182
7-4c Influences on the Business Buying
Decision Process 183
Creative Marketing: Inside IBM’s Social Media Success 184
7-5 Reliance on the Internet
and Other Technology 185
Chapter Review 186
Key Concepts 187
Developing Your Marketing Plan 188
Issues for Discussion and Review 188
Case 7 Salesforce.com Uses Dreamforce to Reach Business Customers 188
Chapter 8: Reaching Global Markets 190
Marketing Insights: Chinese Airlines Take Off 191
8-1 The Nature of Global Marketing Strategy 192
8-2 Environmental Forces
in Global Markets 193
8-2a Sociocultural Forces 193
8-2b Economic Forces 194
8-2c Political, Legal, and Regulatory Forces 196
8-2d Ethical and Social Responsibility Forces 198
8-2e Competitive Forces 200
Integrity in Marketing: Sseko: Designed for Success 200
8-2f Technological Forces 201
Disruptive Marketing: Cha-Ching: M-Pesa Revolutionizes Mobile Payments 203
8-3 Regional Trade Alliances, Markets, and Agreements 203
8-3a The United States-Mexico-Canada Agreement 203
8-3b The European Union (EU) 204
8-3c The Southern Common Market (MERCOSUR) 205
8-3d The Asia-Pacific Economic Cooperation (APEC) 205
8-3e Association of Southeast Asian Nations (ASEAN) 206
8-3f The World Trade Organization (WTO) 207
8-4 Modes of Entry into International Markets 207
8-4a Importing and Exporting 207
8-4b Trading Companies 208
8-4c Licensing and Franchising 209
8-4d Contract Manufacturing 210
8-4e Joint Ventures 210
8-4f Direct Ownership 211
8-5 Customization versus Globalization of International
Marketing Mixes 212
Chapter Review 214
Key Concepts 214
Developing Your Marketing Plan 215
Issues for Discussion and Review 215
Case 8 Alibaba and Global e-Commerce: Should Amazon Be Afraid? 215
Chapter 9: Digital Marketing and Social
Networking 218
Marketing Insights: Amazon in a Real Fight Against Fakes 219
9-1 Defining Digital Marketing 220
9-2 Growth and Benefits of Digital Marketing 221
9-3 Types of Consumer-Generated Marketing and Digital Media 222
9-3a Social Media Marketing 222
9-3b Blogs and Wikis 226
Creative Marketing: Beauty Company ipsy Has It in the Bag 226
9-3c Media-Sharing Sites 227
9-3d Mobile Marketing 229
9-3e Applications and Widgets 230
9-4 Monitoring Digital Media Behaviors of Consumers 231
9-4a Online Monitoring and Analytics 232
9-5 E-Marketing Strategy 234
9-5a Product Considerations 234
9-5b Pricing Considerations 234
9-5c Distribution Considerations 235
9-5d Promotion Considerations 236
9-6 Ethical and Legal Issues 237
9-6a Privacy 237
Integrity in Marketing: Anti-Social Media: Facebook Faces Privacy
Concerns 238
9-6b Online Fraud 239
9-6c Intellectual Property and Illegal Activity 240
Chapter Review 240
Key Concepts 242
Developing Your Marketing Plan 242
Issues for Discussion and Review 242
Case 9 JD.com: Go Big Data or Go Home 243
PART 4 Product and Price Decisions 245
Chapter 10: Product, Branding, and Packaging Concepts 246
Marketing Insights: Under One Roof, Mattel Markets Many Dolls
and Action Figures 247
10-1 What Is a Product? 248
10-2 Classifying Products 249
10-2a Consumer Products 249
10-2b Business Products 252
10-3 Product Line and Product Mix 254
Integrity in Marketing: PepsiCo’s Products Support Performance
with Purpose 255
10-4 Product Life Cycles and Marketing Strategies 255
10-4a Introduction 255
10-4b Growth 256
10-4c Maturity 257
10-4d Decline 258
10-5 Product Adoption Process 259
10-6 Branding 260
10-6a Value of Branding 261
10-6b Brand Equity 261
10-6c Types of Brands 264
10-6d Selecting a Brand Name 264
Disruptive Marketing: Companies Rebrand to Be More
Sensitive 265
10-6e Protecting a Brand 265
10-6f Branding Policies 266
10-6g Brand Extensions 267
10-6h Co-Branding 268
10-6i Brand Licensing 268
10-7 Packaging 268
10-7a Packaging Functions 269
10-7b Major Packaging Considerations 269
10-7c Packaging and Marketing Strategy 270
10-7d Altering the Package 270
10-8 Labeling 271
Chapter Review 272
Key Concepts 273
Developing Your Marketing Plan 274
Issues for Discussion and Review 274
Case 10 Impossible Foods Cooks Up Meatless Burgers in Silicon Valley 274
Chapter 11: Developing and Managing Goods and Services 276
Marketing Insights: Up, Up, and Away for Product Development at
Away Luggage 277
11-1 Managing Existing Products 278
11-1a Line Extensions 278
11-1b Product Modifications 279
Integrity in Marketing: Aardvark Straws Says: Goodbye Plastic,
Hello Paper 280
11-2 Developing New Products 280
11-2a Idea Generation 282
11-2b Screening 283
11-2c Concept Testing 283
11-2d Business Analysis 283
11-2e Product Development 284
11-2f Test Marketing 284
11-2g Commercialization 285
Entrepreneurship in Marketing: Alpine Start Makes Quick Start with Instant Coffee 287
11-3 Product Differentiation Through Quality, Design,
and Support Services 287
11-3a Product Quality 288
11-3b Product Design and Features 288
11-3c Product Support Services 289
11-4 Product Positioning and Repositioning 289
11-4a Perceptual Mapping 289
11-4b Bases for Positioning 290
11-4c Repositioning 291
11-5 Product Deletion 292
11-6 Managing Services 293
11-6a Nature and Importance of Services 293
11-6b Characteristics of Services 294
11-6c Developing and Managing Marketing Mixes for Services 297
11-6d Development of Services 298
11-6e Pricing of Services 298
11-6f Distribution of Services 299
11-6g Promotion of Services 300
11-7 Organizing to Develop and Manage Products 301
Chapter Review 302
Key Concepts 303
Developing Your Marketing Plan 303
Issues for Discussion and Review 304
Case 11 Cutting Edge Quality: Cutco “Knives for Life” 304
Chapter 12: Pricing Concepts and
Management 306
Marketing Insights: Mercedes A-Class Drives toward Affordable Luxury 307
12-1 Price and Nonprice Competition 308
12-2 Development of Pricing Objectives 309
12-2a Survival 310
12-2b Profit 310
12-2c Return on Investment 310
12-2d Market Share 310
12-2e Cash Flow 310
12-2f Status Quo 311
12-2g Product Quality 311
12-3 Assessment of the Target Market’s Evaluation of Price 311
12-4 Analysis of Demand 312
12-4a Demand Curves 312
12-4b Demand Fluctuations 313
12-4c Assessing Price Elasticity of Demand 313
12-5 Demand, Cost, and Profit Relationships 315
12-5a Marginal Analysis 315
12-5b Breakeven Analysis 318
12-6 Evaluation of Competitors’ Prices 319
12-7 Selection of a Basis for Pricing 319
12-7a Cost-Based Pricing 320
12-7b Demand-Based Pricing 321
Creative Marketing: Off-Peak Pricing Woos Afternoon Coffee Customers 321
12-7c Competition-Based Pricing 322
12-8 Selection of a Pricing Strategy 322
12-8a New-Product Pricing 322
12-8b Differential Pricing 323
12-8c Psychological Pricing 324
12-8d Product-Line Pricing 326
12-8e Promotional Pricing 326
12-9 Determination of a Specific Price 327
Integrity in Marketing: Everlane’s “Radically Transparent” Pricing 328
12-10 Pricing for Business Markets 328
12-10a Geographic Pricing 328
12-10b Transfer Pricing 329
12-10c Discounting 329
Chapter Review 330
Key Concepts 332
Developing Your Marketing Plan 332
Issues for Discussion and Review 332
Case 12 Norwegian Air Shuttle Continues to Climb with Low Costs and Low Prices 333
PART 5 Distribution Decisions 335
Chapter 13: Marketing Channels and Supply Chain Management 336
Marketing Insights: Crafting a Channel Strategy for Craftsman Tools 337
13-1 Foundations of the Supply Chain 338
13-2 The Role of Marketing Channels in Supply Chains 340
13-2a The Significance of Marketing Channels 342
13-2b Types of Marketing Channels 343
Disruptive Marketing: Pandemic Disrupts Consumer Supply
Chains 344
Entrepreneurship in Marketing: Pandemic Boosts Meal Delivery
Services 348
13-2c Selecting Marketing Channels 348
13-3 Intensity of Market Coverage 350
13-3a Intensive Distribution 350
13-3b Selective Distribution 351
13-3c Exclusive Distribution 351
13-4 Strategic Issues in Marketing Channels 352
13-4a Competitive Priorities in Marketing Channels 352
13-4b Channel Leadership, Cooperation, and Conflict 352
13-4c Channel Integration 354
13-5 Logistics in Supply Chain Management 356
13-5a Order Processing 357
13-5b Inventory Management 358
13-5c Materials Handling 359
13-5d Warehousing 360
13-5e Transportation 361
13-6 Legal Issues in Channel Management 363
13-6a Restricted Sales Territories 363
13-6b Tying Agreements 364
13-6c Exclusive Dealing 364
13-6d Refusal to Deal 364
Chapter Review 364
Key Concepts 366
Developing Your Marketing Plan 367
Issues for Discussion and Review 367
Case 13 The Cocoa Exchange’s Sweet Spot in the Supply Chain 367
Chapter 14: Retailing, Direct Marketing, and
Wholesaling 370
Marketing Insights: Primark Opens Deep-Discount Stores across
the Pond 371
14-1 Retailing 372
14-2 Online Retailing 373
14-3 Brick-and-Mortar Retailers 374
14-3a General-Merchandise Retailers 374
Creative Marketing: Some Clicks Are Becoming
Click and Brick 377
14-3b Specialty Retailers 378
Disruptive Marketing: Does Tractor Supply Sell
Tractors? 379
14-4 Strategic Issues in Retailing 380
14-4a Location of Retail Stores 381
14-4b Franchising 383
14-4c Retail Technologies 384
14-4d Retail Positioning 385
14-4e Store Image 385
14-4f Category Management 386
14-5 Direct Marketing, Direct Selling, and Vending 387
14-5a Direct Marketing 387
14-5b Direct Selling 388
14-5c Vending 389
14-6 Wholesaling 389
14-6a Services Provided by Wholesalers 390
14-6b Types of Wholesalers 390
Chapter Review 394
Key Concepts 396
Developing Your Marketing Plan 396
Issues for Discussion and Review 396
Case 14 Lowe’s Taps Technology for Retailing Edge 397
PART 6 Promotion Decisions 399
Chapter 15: Integrated Marketing Communications 400
Marketing Insights: Buc-ee’s Gases Up on Integrated Marketing 401
15-1 The Nature of Integrated Marketing Communications 402
15-2 The Communication Process 403
15-3 The Role and Objectives of Promotion 406
15-3a Create Awareness 407
15-3b Stimulate Demand 408
15-3c Encourage Product Trial 409
15-3d Identify Prospects 409
15-3e Retain Loyal Customers 409
15-3f Facilitate Reseller Support 409
15-3g Combat Competitive Promotional Efforts 410
15-3h Reduce Sales Fluctuations 410
15-4 The Promotion Mix 410
15-4a Advertising 411
15-4b Personal Selling 412
15-4c Public Relations 413
Disruptive Marketing: Tesla Bypasses Traditional Advertising 413
15-4d Sales Promotion 414
15-5 Selecting Promotion Mix Elements 415
15-5a Promotional Resources, Objectives, and Policies 415
15-5b Characteristics of the Target Market 415
15-5c Characteristics of the Product 416
15-5d Costs and Availability of Promotional Methods 417
15-5e Push and Pull Channel Policies 417
15-6 The Growing Importance of
Word-of-Mouth Communications 418
15-7 Product Placement 419
Entrepreneurship in Marketing: B-Reel Makes Picture Perfect
Product Placement 420
15-8 Criticisms and Defenses of Promotion 420
Chapter Review 421
Key Concepts 422
Developing Your Marketing Plan 423
Issues for Discussion and Review 423
Case 15 Frank Pepe’s Pizzeria Napoletana Uses Positive Word of Mouth
to Remain a Premiere Pizzeria 423
Chapter 16: Advertising and Public Relations 426
Marketing Insights: The Real Deal: Influencer Advertising Takes Off 427
16-1 The Nature and Types of Advertising 428
16-2 Developing an Advertising Campaign 430
16-2a Identifying and Analyzing the Target Audience 431
16-2b Defining the Advertising Objectives 432
16-2c Creating the Advertising Platform 432
Creative Marketing: Patagonia Tells Shoppers “Don’t Buy this Jacket” 433
16-2d Determining the Advertising Appropriation 433
16-2e Developing the Media Plan 435
16-2f Creating the Advertising Message 438
16-2g Executing the Campaign 441
16-2h Evaluating Advertising Effectiveness 441
16-3 Who Develops the Advertising
Campaign? 443
16-4 Public Relations 444
Integrity in Marketing: Sherwin-Williams Paints Itself into a Corner 444
16-5 Public Relations Tools 445
16-6 Evaluating Public Relations Effectiveness 447
Chapter Review 449
Key Concepts 450
Developing Your Marketing Plan 450
Issues for Discussion and Review 450
Case 16 Scripps Networks Interactive: An Expert at Connecting
Advertisers with Programming 451
Chapter 17: Personal Selling and
Sales Promotion 454
Marketing Insights: Costco Freebies Pay Off 455
17-1 The Nature of Personal Selling 456
17-2 Steps of the Personal Selling Process 457
17-2a Prospecting 458
17-2b Preapproach 458
17-2c Approach 459
17-2d Making the Presentation 459
17-2e Overcoming Objections 459
17-2f Closing the Sale 460
17-2g Following Up 460
17-3 Types of Salespeople 460
17-3a Sales Structure 461
17-3b Support Personnel 461
17-4 Team and Relationship Selling 462
17-4a Team Selling 463
17-4b Relationship Selling 463
Entrepreneurship in Marketing: Skin in The Game: Rodan +
Fields Gets Personal with Direct Selling 464
17-5 Managing the Sales Force 464
17-5a Establishing Sales-Force Objectives 464
Integrity in Marketing: Wells Fargo Pays the Price for Aggressive
Sales Objectives 465
17-5b Determining Sales-Force Size 466
17-5c Recruiting and Selecting Salespeople 466
17-5d Training Sales Personnel 467
17-5e Compensating Salespeople 468
17-5f Motivating Salespeople 470
17-5g Managing Sales Territories 471
17-5h Controlling and Evaluating Sales-Force
Performance 471
17-6 The Nature of Sales Promotion 472
17-7 Consumer-Sales-Promotion Methods 473
17-7a Coupons and Cents-Off Offers 473
17-7b Money Refunds and Rebates 474
17-7c Shopper Loyalty and Frequent-User Incentives 475
17-7d Point-of-Purchase Materials and
Demonstrations 475
17-7e Free Samples and Premiums 476
17-7f Consumer Contests, Consumer Games, and
Sweepstakes 476
17-8 Trade-Sales-Promotion Methods 477
17-8a Trade Allowances 477
17-8b Cooperative Advertising and Dealer Listings 478
17-8c Free Merchandise and Gifts 478
17-8d Premium Money 479
17-8e Sales Contests 479
Chapter Review 479
Key Concepts 480
Developing Your Marketing Plan 480
Issues for Discussion and Review 481
Case 17 Gainsight Provides Sales Support with the Customer
Success Manager 481
Glossary 485
Endnotes 497
Feature Notes 530
Name Index 535
Organization Index 539
Subject Index 543
AVAILABLE ONLY ONLINE:
Appendix A: Financial Analysis in Marketing
Appendix B: Sample Marketing Plan
Appendix C: Careers in Marketing