(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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ISBN 10:111182164X

ISBN 13:9798214348377

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

Table of Contents:

• 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

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