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    Marketing Management: Harper W. Boyd, Jr. Stanford University Williamf. Massystanforduniversity

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    Wi Hai Liang
    This document provides an overview of marketing management. It discusses key topics such as the marketing concept, marketing planning, consumer behavior models, market segmentation, allocating marketing resources, and developing marketing strategies. The document contains 23 chapters that cover fundamental aspects of marketing and is intended to serve as an introductory textbook on the subject.

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    Marketing Management: Harper W. Boyd, Jr. Stanford University Williamf. Massystanforduniversity

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    Wi Hai Liang
    174 views7 pages
    This document provides an overview of marketing management. It discusses key topics such as the marketing concept, marketing planning, consumer behavior models, market segmentation, allocating marketing resources, and developing marketing strategies. The document contains 23 chapters that cover fundamental aspects of marketing and is intended to serve as an introductory textbook on the subject.

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    This document provides an overview of marketing management. It discusses key topics such as the marketing concept, marketing planning, consumer behavior models, market segmentation, allocating marketing resources, and developing marketing strategies. The document contains 23 chapters that cover fundamental aspects of marketing and is intended to serve as an introductory textbook on the subject.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    174 views7 pages

    Marketing Management: Harper W. Boyd, Jr. Stanford University Williamf. Massystanforduniversity

    Uploaded by

    Wi Hai Liang
    This document provides an overview of marketing management. It discusses key topics such as the marketing concept, marketing planning, consumer behavior models, market segmentation, allocating marketing resources, and developing marketing strategies. The document contains 23 chapters that cover fundamental aspects of marketing and is intended to serve as an introductory textbook on the subject.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 7

    MARKETING

    MANAGEMENT
    HARPER W. BOYD,JR. Stanford University
    W I L L I A M F. MASSY Stanford University

    HARCOURT BRACE JOVANOVICH, INC.


    New York Chicago San Francisco Atlanta
    CONTENTS

    Preface
    PART I
    INTRODUCTION

    CHAPTER
    1 An Overview of Marketing Management 3
    The Significance of the Marketing Concept 3
    The Characteristics of Marketing Problems 7
    The Decision-Making Process in Marketing 10
    Summary and Conclusions 22

    2 The Development of Marketing Plans 23


    Marketing Planning Within the Context
    of the Firm 25
    Marketing as a System 28
    The Planning Model 29
    A Case Study of the Use of Marketing Planning 49

    PART II
    BEHAVIOR IN THE MARKETPLACE 57

    Consumer-Behavior Models 59
    Stochastic Models 60
    Descriptive Models 65
    Some Comments on Descriptive Consumer-Behavior
    Models 80
    Summary and Conclusions 85

    Market Segmentation by Cultural, Demographic, and


    Social-Class Groupings 87
    Conditions for Optimal Segmentation 89
    viii Contents

    CHAPTER
    Alternative Methods of Segmentation 90
    The Adoption Process: Segmentation Over Time 103

    Market Segmentation Using Behavioral Measures 109


    l&e Behavior 111
    Personality Traits 114
    Attitudes 115
    Combining Attitudes With Use Behavior 127
    Allocating Resources to Segments 131
    Summary and Conclusions 132

    Geographic Market Potentials 135


    Market Potential Defined 137
    Measurement of Absolute Potential 141
    Measurement of Relative Potential 146
    Estimation of Potentials by Multiple Regression 154
    Summary and Conclusions 160

    Conditional Forecasts and Marketing-Simulation Models 161


    The Marketing Decision-Making Process 162
    Subobjectives and Conditional Sales Forecasts 163
    First-Level Determinants of Sales 166
    Second-Level Determinants of Sales 173
    Marketing-Simulation Models 176
    Summary and Conclusions 182

    PART III
    USING MARKETING RESOURCES 185

    The Allocation of Marketing Resources 187


    Resource-Allocation Principles 189
    The Marginality Principle 192
    Optimization in More Than One Market
    Segment 193
    Optimization of More Than One Controllable
    - Variable 200
    Average Versus Marginal Responses 203
    Contents

    CHAPTER
    Marginal Analysis Versus Profile Matching 205
    Linear Programing 206
    The Creative Element in Marketing 211
    Summary and Conclusions 217

    Uncertainty in Marketing Decisions 218


    Probabilities as Measures of Uncertainty 220
    Structuring the Decision 226
    ^Expected Values as Criteria for Decision-Making 228
    Values for Comparing Alternatives 232
    Summary and Conclusions 242

    10 The Collection of Marketing Information 244


    The Value of Marketing Information 246
    The Bayesian Approach to Evaluating Marketing
    Information 247
    ""^Specifying the Information Required 254
    Data Sources 254
    Research Design 256
    Alternative Ways of Collecting Data 261
    Other Steps in the Data-Collection Process 264
    Analyses of Marketing-Research Data 267
    Summary and Conclusions 269

    PART IV
    MARKETING STRATEGIES 271
    __ __ ___ \

    11 / Product Strategy: Idea Generation Through Product


    Testing / 274
    The Product Program 275
    Organization for New Products 277
    Developing Product Strategy 279
    Searching for New-Product Ideas 284
    Screening New-Product Ideas 286
    Designing the Product 292
    x Contents

    CHAPTER
    Product Testing 298
    Summary and Conclusions 302

    12 .-Product Strategy: Test Marketing, Commercialization,


    ^ aj;.d Monitoring 303
    Test Marketing 303
    The Adoption Process 316
    The Product Life Cycle 317
    Some Further Comments About Product Life
    Cycle 326
    Summary and Conclusions 326

    13 Pricing Strategy 329


    The Influence of the Market on Pricing Policies 329
    Models for Price-Setting 332
    Practical Approaches to the Administration
    of Prices 340
    Strategic Issues in Pricing 346
    The Measurement of Price Effects 351
    Summary and Conclusions 356

    14 Channels Strategy: Defining Objectives and Functions 358


    The Relationship of the Firm's Channels Strategy
    to Other Strategies 359
    Factors Affecting Channels Decisions 366
    Starting with the Consumer 371
    Summary and Conclusions 375

    15 Channels Strategy: Designing and Implementing the


    Channels System 377
    Determinants of Channels Length 378
    Determining the Number and Type of Middlemen
    at Each Level 380
    Establishing Relationships with Middlemen 384
    Administering the Channels System 387
    Appraisal and Control 389
    Legal Aspects of Channels Relationships 391
    Contents xi

    CHAPTER
    Trends in Distribution 393
    Summary and Conclusions 394

    16 Personal-Selling Strategy: The Role of the Sales Force 395


    Determining the Role of the Sales Force 397
    The Sales Organization 402
    Allocating the Sales Force 405
    Summary and Conclusions 419

    17 Personal-Selling Strategy: Managing the Sales Force 421


    Recruiting 422
    Sales Training 425
    Compensation 429
    Motivation and Supervision 432
    Evaluation and Control 435
    Summary and Conclusions 440

    18 Advertising Strategy: Objectives and Appeals 442


    The Promotional Mix 442
    Advertising Objectives 444
    The Communication Process 455
    ,, The Source 458
    The Message 461
    Summary and Conclusions 472

    19 Advertising Strategy: Media Choices and Budgets 473


    Advertising Media 473
    Models for Media Planning 480
    Advertising Budgets 484
    Estimating the Response of Sales to Advertising
    A Model for Budgeting Advertising 497
    Summary and Conclusions 505

    PART V
    MARKETING ORGANIZATION AND CONTROL 507

    20 Physical-Logistics Management 509


    The Physical-Logistics Function 509
    xii Contents

    CHAPTER
    Design Considerations for Distribution Systems 511
    Inventory Management 519
    The Management of Transportation Flows 525
    Warehouse Location Decisions 527
    Dynamic Characteristics of the System 535
    Summary and Conclusions 539

    21 The Marketing Organization 541


    Organizational Implications of the Marketing
    Environment 542
    The Marketing Department as Part of the
    Total Organization 544
    An Overview of Basic Marketing Organizational
    Types 545
    Functional Marketing Organizations 546
    Product-Manager Organizations 547
    Market-Manager Organizations 556
    General-Manager Organizations 557
    Combined Market-Manager and Product-Manager
    Organizations 558
    Summary and Conclusions 559

    22 i Marketing-Information Systems
    | Marketing Research and Marketing-Information
    I Systems 565
    I Some Uses of Marketing-Information Systems 566
    i Building a Marketing-Information System 571
    Computer Authority 577
    Organizational Problems and Successful Information
    Systems 582
    Summary and Conclusions 583

    23 Marketing Management and the Seventies 585


    Consumerism Defined and Elaborated 585
    Implications of Environmental Change for
    Marketing Strategies 587
    Summary and Conclusions 592

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