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(Ebook PDF) Marketing con aplicaciones para américa Latina 12th Edition by Charles Lamb, Joe Hair, Carl McDaniel ISBN 9798214348377 111182164X full chapters

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Marketing con aplicaciones para américa Latina 12th Edition Charles W. Lamb Digital Instant Download

Author(s): Charles W. Lamb, Carl McDaniel, Joseph F. Hair Jr.

ISBN(s): 9781111821647, 111182164X

Edition: 12

File Details: PDF, 40.36 MB

Year: 2018

Language: Spanish

SKU: EB-34508032 Category: Business & Economics - Sales & Marketing Tags: Carl McDaniel, Charles W. Lamb, Joseph F. Hair Jr.

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(Ebook PDF) Marketing con aplicaciones para américa Latina 12th Edition by Charles Lamb, Joe Hair, Carl McDaniel-Ebook PDF Instant Download/Delivery:9798214348377,111182164X

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ISBN 10:111182164X

ISBN 13:9798214348377

Author: Charles W. Lamb, Joe Hair, Carl McDaniel

Engaging and thorough, MARKETING, 12th Edition shows students how marketing principles affect their day-to-day lives, as well as their significant influence on business decisions. Core topics include the social marketing phenomenon, entrepreneurship, C.R.M., global perspectives, and ethics, as well as in-depth discussions on key tools of the trade, such as metrics and the marketing plan. Intriguing coverage of newsworthy events clarifies the readings for students and gets them thinking about their own decisions in the consumer marketplace. Loaded with helpful learning features like detailed appendices, cases, vignettes, boxed features, and videos, MARKETING, 12th Edition gives students countless opportunities to develop and apply critical thinking skills while acquiring the marketing knowledge essential in the business world.

1. The World of Marketing
Chapter 1. An Overview of Marketing
What Is Marketing?
Marketing Management Philosophies
Production Orientation
Sales Orientation
Market Orientation
Chapter 2. Strategic Planning for Competitive Advantage
The Nature of Strategic Planning
Strategic Business Units
Strategic Alternatives
Ansoff’s Opportunity Matrix
The Boston Consulting Group Model
Key Terms
Exercises
Case Study. Disney
Company Clips. Method—Healthy Home
Chapter 3. Ethics and Social Responsibility
Determinants of a Civil Society
The Concept of Ethical Behavio
Stakeholders and Social Responsibility
Arguments Against and for Corporate Social Responsibility
Arguments Against Corporate Social Responsibility
Arguments for Social Responsibility
Growth of Social Responsibility
Green Marketing
Cause-Related Marketing
Cause-Related Marketing Controversy
Review and Applications
Key Terms
Exercises
Case Study. (Product) Red
Company Clips. Method—People Against Dirty
Chapter 4. The Marketing Environment
The External Marketing Environment
Understanding the External Environment
Environmental Management
Baby Boomers
Growing Ethnic Markets
Marketing to Hispanic Americans
Marketing to African Americans
Competition for Market Share and Profits
Global Competition
Review and Applications
Key Terms
Exercises
Case Study. Daimler/BMW
Company Clips. Method—Entering a Crowded Market
Chapter 5. Developing a Global Vision
Rewards of Global Marketing
Importance of Global Marketing to the United States
The Fear of Trade and Globalization
Benefits of Globalization
Place (Distribution)
Pricing
Dumping
Countertrade
The Impact of the Internet
Review and Applications
Key Terms
Exercises
Case Study. P&G, Unilever, Panasonic
Company Clips. Method—Global Beginnings
Marketing Miscue
Critical Thinking Case
2. Analyzing Marketing Opportunities
Chapter 6. Consumer Decision Making
The Importance of Understanding Consumer Behavior
Shaping Public Policy and Educating Consumers
The Consumer Decision-Making Process
Need Recognition
Psychological Influences on Consumer Buying Decisions
Perception
Motivation
Learning
Beliefs and Attitudes
Review and Applications
Key Terms
Exercises
Case Study. eBay
Company Clips. ReadyMade—Do-It-Yourself
Chapter 7. Business Marketing
What Is Business Marketing?
Business Marketing on the Internet
Measuring Online Success
Trends in B-to-B Internet Marketing
Relationship Marketing and Strategic Alliances
Strategic Alliances
Relationships in Other Cultures
Major Categories of Business Customers
Component Parts
Processed Materials
Supplies
Business Services
Business Buying Behavior
Buying Centers
Evaluative Criteria
Buying Situations
Business Ethics
Customer Service
Review and Applications
Key Terms
Exercises
Case Study. Pantone
Company Clips. ReadyMade—Making Business Relationships
Chapter 8. Segmenting and Targeting Markets
Market Segmentation
The Importance of Market Segmentation
Multisegment Targeting
One-to-One Marketing
Positioning
Perceptual Mapping
Positioning Bases
Repositioning
Review and Applications
Key Terms
Exercises
Case Study. Coke Zero
Company Clips. ReadyMade—Focus and Segmentation
Notes
Chapter 9. Decision Support Systems and Marketing Research
Marketing Decision Support Systems
The Role of Marketing Research
Analyzing the Data
Preparing and Presenting the Report
Following Up
Marketing Research on the Internet
Advantages of Internet Surveys
Uses of the Internet by Marketing Researchers
Methods of Conducting Online Surveys
Online Panel Providers
Online Focus Groups
Web Community Research
The Role of Consumer Generated Media in Marketing Research
Behavioral Targeting
Scanner and Machine-Based Research
When Should Marketing Research be Conducted?
Competitive Intelligence
Review and Applications
Key Terms
Exercises
Case Study. Marriott International
Company Clips. ReadyMade—Ready Research
Marketing Miscue
Critical Thinking Case
3. Product Decisions
Chapter 10. Product Concepts
What Is a Product?
Types of Consumer Products
Convenience Products
Shopping Products
Trademarks
Packaging
Packaging Functions
Labeling
Universal Product Codes
Global Issues in Branding and Packaging
Branding
Packaging
Product Warranties
Review and Applications
Key Terms
Exercises
Case Study. Ford Motor Co.
Company Clips. Kodak—Reinventing the Brand
Chapter 11. Developing and Managing Products
The Importance of New Products
Categories of New Products
The New-Product Development Process
New-Product Strategy
Product Life Cycles
Introductory Stage
Growth Stage
Maturity Stage
Decline Stage
Implications for Marketing management
Review and Applications
Key Terms
Exercises
Marketing Plan Exercise
Case Study. Harmonix
Company Clips. Kodak—Reinventing Photography
Notes
Chapter 12. Services and Nonprofit Organization Marketing
The Importance of Services
How Services Differ from Goods
Intangibility
Inseparability
Heterogeneity
Perishability
Service Quality
The Gap Model of Service Quality
Unique Aspects of Nonprofit Organization Marketing Strategies
Review and Applications
Key Terms
Exercises
Case Study. MinuteClinic
Company Clips. Kodak—Reinventing the Mix
Marketing Miscue
Critical Thinking Case
4. Distribution Decisions
Chapter 13. Marketing Channels
Marketing Channels
Providing Specialization and Division of Labor
Overcoming Discrepancies
Providing Contact Efficiency
Channel Power, Control, and Leadership
Channel Conflict
Channel partnering
Channels and Distribution Decisions for Global Markets
Developing Global Marketing Channels
Channels and Distribution Decisions for Services
Review and Applications
Key Terms
Exercises
Case Study. Time Warner/Viacom
Company Clips. Sephora: Business is Beautiful
Chapter 14. Supply Chain Management
Supply Chains and Supply Chain Management
Benefits of Supply Chain Management
Supply Chain Integration
Relationship Integration
Measurement Integration
Technology and Planning Integration
Material and Service Supplier Integration
Internal Operations Integration
Customer Integration
Barriers and Facilitators of Integration
The Key Processes of Supply Chain Management
Order Processing
Inventory Management and Control
Warehousing and Materials-Handling
Transportation
Supply Chain Performance Measurement
The Balanced Scorecard Approach
Green and Sustainable Supply Chain Management
Trends in Supply Chain Management
Global Supply Chain Management
Advanced Computer Technology
Outsourcing Logistics Functions
Electronic Distribution
Supply Chain Security and Resilience
Review and Applications
Key Terms
Exercises
Case Study. The U.S. Transportation Industry
Company Clips. Sephora—Business Is Beautiful—Part 2
Chapter 15. Retailing
The Role of Retailing
Classification of Retail Operations
Ownership
Level of Service
Product Assortment
Price
Major Types of Retail Operations
Department Stores
Specialty Stores
Supermarkets
Drugstores
Convenience Stores
Discount Stores
Restaurants
Nonstore Retailing
Automatic Vending
Pop-up Shops
Review and Applications
Key Terms
Exercises
Case Study. Nordstrom
Company Clips. Sephora—Retailing for Success
Marketing Miscue
Critical Thinking Case
5. Promotion and Communication Strategies
Chapter 16. Promotional Planning for Competitive Advantage
The Role of Promotion in the Marketing Mix
Marketing Communication
The Communication Process
The Goals of Promotion
Informing
Persuading
Reminding
The Promotional Mix
Advertising
Public Relations
Review and Applications
Key Terms
Exercises
Case Study. HBO’s Blood Virus
Company Clips. Vans—Off the Wall and on Target
Notes
Chapter 17. Advertising and Public Relations
The Effects of Advertising
Advertising and Market Share
Managing Unfavorable Publicity
Review and Applications
Key Terms
Exercises
Case Study. Burger King
Company Clips. Vans—Off the Wall and on Message
Chapter 18. Sales Promotion and Personal Selling
Sales Promotion
The Objectives of Sales Promotion
Tools for Consumer Sales Promotion
Coupons and Rebates
Premiums
Loyalty Marketing Programs
Closing the Sale
Following Up
Sales Management
Defining Sales Goals and the Sales Process
Determining the Sales Force Structure
Recruiting and Training the Sales Force
Compensating and Motivating the Sales Force
Evaluating the Sales Force
Review and Applications
Key Terms
Exercises
Case Study. Ron Popeil
Company Clips. Vans—Off the Wall Promotions
Marketing Miscue
Critical Thinking Case
6. Pricing Decisions
Chapter 19. Pricing Concepts
The Importance of Price
What is Price?
The Importance of Price to Marketing Managers
Stages in the Product Life Cycle
The Competition
Distribution Strategy
The Impact of the Internet
Promotion Strategy
Guaranteed Price Matching and Money Back Guarantees
Demands of Large Customers
The Relationship of Price to Quality
Review and Applications
Key Terms
Exercises
Case Study. Groupon vs. LivingSocial
Company Clips. Acid+All = Serious Pricing
Chapter 20. Setting the Right Price
How to Set a Price on a Product or Service
Establish Pricing Goals
Estimate Demand, Costs, and Profits
Choose a Price Strategy
Inflation
Recession
Review and Applications
Key Terms
Exercises
Case Study. Black Friday Sales
Company Clips. Pricing Perspectives—Method, ReadyMade Magazine, Sephora, Vans, and Acid+All
Marketing Miscue
Critical Thinking Case
7. Technology-Driven Marketing
Chapter 21. Customer Relationship Management (CRM)
What Is Customer Relationship Management?
The Customer Relationship Management Cycle
Implementing a Customer Relationship Management System
Identify Customer Relationships
Privacy Concerns and CRM
Review and Applications
Key Terms
Exercises
Case Study. Petco.com
Company Clips. Method—Spreading the News about Green Cleaning
Chapter 22. Social Media and Marketing
What Is Social Media?
How Consumers Use Social Media
Social Media and Integrated Marketing Communications
Creating and Leveraging a Social Media Campaign
The Listening System
Social Media Objectives
Building Trust Online
Evaluation and Measurement of Social Media
Social Behavior of Consumers
Social Media Tools: Consumer and Corporate Generated Content
Blogs
Social Networks
Media Sharing Sites
Social News Sites
Applications and Widgets
The Changing World of Social Media
Review and Applications
Key Terms
Exercises
Case Study. Gatorade’s Efforts at Integration
Company Clips. Mobile Phone Marketing: Parents Beware
Marketing Miscue
Critical Thinking Case
Appendix A Part 1: Marketing Plan Outline
Appendix A Part 2: The E-motion Software Marketing Plan