Macroenvironment, marketing, 68, 72
Madison & Vine, 434, 436
Magazines, advertising and, 442, 443, 564
Magnuson-Moss Warranty Act (1975), 86
Mail questionnaires, 110–111
Maintenance, repair, and operating (MRO) products, 388
Make-and-sell, 334
Managed marketplace, e-tailers, 514–515
Management, of new product development
customer-centered, 263–264
systematic, 265
team-based, 264–265
Management contracting, 557–558
Manfluencers, 214
Manufactured materials, 223
Manufacturers, trade promotions and, 476
Manufacturers’ agents, 389–390
Manufacturers’ and retailers branches and offices, 390
Manufacturer-sponsored franchise system, 340
Manufacturer-sponsored wholesaler franchise system, 340
Market
defined,
demand, pricing and, 297–299
Market-centered companies, 536
Market challengers, 530, 533–534
Market description, in marketing plan, 57
Market development, 47
Market dominance (Google), 539–541
Market followers, 530, 534
Market growth rate, 43
Marketing
consumer-oriented, 589
defined, –
doing good with, 419–420
four Ps/As of, 53–55
innovative, 590
microenvironment. See Microenvironment, marketing
online/mobile/social media. See Online marketing
planned, 48–49, 56
purpose of, 592–593
sales and, coordination of, 458
sense-of-mission, 590–591
shopper, 369
social criticisms of, 576–580
test, 262–263
wholesalers and, 390
See also Real Marketing
Marketing 3.0, 13
Marketing analysis (SWOT), 55–56
Marketing analytics, big data and, 117, 119
Marketing budget, 56
Marketing by numbers
Advertising-to-Sales Ratios, 423
Apple vs. Microsoft, 63
C3, CPM, and CPP, 451
Cost of Sustainability, 598–599
customer worth, 34
demographic trends, 95
Dental House Calls, 278
Evaluating Alternatives, 159
Field Sales versus Telemarketing, 513
information, value of, 127–128
Louis Vuitton Price Increase, 328–329
Market Share, 538–339
NAICS, 182
Netflix’s Global Expansion, 569
Pop-Tarts Gone Nutty!, 251
Pricey Sheets, 302
Sales Force Analysis, 482
Stockturn Rate, 395
Tyson Expanding Distribution, 362
USAA, 215
Marketing channel design
consumer needs, analyzing, 345
defined, 344–345
evaluation of major alternatives, 347
intermediaries, types/numbers of, 346–347
international, 347–348
objectives, setting channel, 345–346
responsibilities, of channel members, 347
Marketing channel management
evaluate channel members, 351
motivate/manage channel members, 349–351
public policy, distribution decisions and, 351–352
selecting channel members, 348–349
Marketing channels, 334
consumer and business, 337
distribution reduces transaction numbers, 336
importance of, 335
number of channel levels, 337
value, channel members add, 336–337
See also Distribution; Supply chain entries
Marketing communications
channels/media, 411–412
communication objectives, 408–409
communication process, 406–408
feedback, 413
integrated, 401–405
message, 409–413
mix, 400–401
socially responsible, 417–420
target audience, 408
Marketing concept, 12, 574–575
Marketing control, 58–59
Marketing dashboards, 59
Marketing differentiation, 51, 53
Marketing effort
department organization, 58
implementation, 56–58
marketing analysis, 55–56
marketing control, 58–59
planning, 56
Marketing environment
cultural, 87–90
defined, 68
demographic, 72–73
economic, 79–80
Kellogg, 66–67
macro/micro, 68–72
natural, 80–82
political/social, 84–87
responding to, 90–91
technological, 82, 84
See also entries for individual subjects
Marketing ethics
Cost of a Life, 302
Creating Competitive Advantage…to What End?, 538
creating value or distracting customers, 63
CVS, big brother and, 34
Ethical Promotion, 423
#Fail, 513
Geographical Indication, 250–251
Global Safety Standards, 569
How Young Is Too Young?, 94–95
Less Bang for Your Buck, 328
Lily for Target, 395
metadata, 127
Milking the International Market, 598
morally difficult situations, in marketing, 594t
Native Advertising, 450–451
Put On Your Thinking Caps, 277–278
sustainability and, 595–596
Targeting to Teens, 215
Trucker Rest Rules, 362
Ultimate Water, 159
Walking the Customer, 482
What Are Our Kids Eating?, 181–182
See also Ethics entries
Marketing implementation, 56–58
Marketing information
analyzing, 116–120
assessing needs, 102
big data and, 101
competitive marketing intelligence, 103–106
customer insights, gaining, 98–99, 101–102
distributing/using, 120
internal data and, 103
managing, 100
MIS, 102
in small business/nonprofits, 120–121
Marketing information system (MIS), 101–102
Marketing intermediaries, 70, 346–347
Marketing logistics
goals of logistics system, 354
importance to supply chain management, 352–353
information management and, 357
integrated management of, 357–359
inventory management, 355–356
sustainable supply chain and, 353–354
transportation, 356–357
warehousing, 354–355
Marketing management
integrated program, 14
marketing concept, 12
product concept, 11
production concept, 11
selling concept, 12
societal marketing concept, 13
targeting customers, 10
value proposition, choosing, 11
See also Advertising
Marketing mix
developing integrated, 53–55
pricing decisions and, 294, 297
wholesalers and, 391–392
Marketing myopia,
Marketing plan, 57
Marketing planning, 56
Marketing process, –
defined, 29–31
model of, 30
Marketing research, 106–116
about, 106
contact methods, 110–114
develop plan for, 107–108
findings, interpret/report, 116
international, 121–123
mechanical instruments for, 115–116
misuse of data, 124–125
primary data, 108–116
privacy issues and, 123–124
process, 106
questionnaires, 115
research plan, implementing, 116
sample types, 115
sampling plan, 114
secondary data, gathering, 108
small businesses/nonprofits, 120–121
types of, 107
Marketing return on investment (marketing ROI), 59–60
Marketing services agencies, 70
Marketing strategy, 56
choosing a, 203
communications model, new, 401
competitive. See Competitive marketing strategies
culture and, 551–552
customer value, 50–53
designing customer-driven, 188
development, new product, 260–261
managing marketing mix and, 50
of competitors, 203
pricing decisions and, 294, 297
retailer, 376
Starbucks, 38–39
targeting average Joe, 186–187
wholesaler, 391
Marketing strategy development, 260
Marketing system, 10
Marketing websites, 492–493
Market leader, 530
Market leader strategies, 530–533
Market management organization, 58
Market nichers, 530, 534–535
Market offerings, , 220
Market-oriented mission, 40–42
Market penetration, 47
Market-penetration pricing, 309
Market positioning, 51, 53
Market sales force structure, 459
Market segment, 51
Market segmentation, 10, 50–51, 188
age and life-cycle, 190
behavioral, 192–193
benefits sought, 192
brand superfans, 194–195
business markets, 195–196
demographic, 190
gender, 190–191
geographic, 189–190
income, 191
international markets, 196–197
loyalty status, 193
multiple segmentation bases, using, 193, 195
occasions, 192
requirements for effective, 197
usage rate, 192–193
user status, 192
Market share
calculating, 538–539
expanding, 532–533
protecting, 532
Market-skimming pricing, 308–309
Market targeting, 51, 188. See also Targeted marketing
differentiation/positioning and, 197–198, 204–212. See also Differentiation; Positioning entries
market-targeting strategies, 198–204. See also Target segments
socially responsible, 203–204
to teens, ethics and, 215
Market variability, 203
Markup pricing, 291
Maslow’s Hierarchy of Needs, 147
Mass marketing, 198
Mass media, 403
Materialism, 580–581. See also Social criticisms of marketing
Materials and parts, product, 223
Maturity stage, of PLC, 271–273
McDomination, 553
Media. See also Advertising media; Social media
choosing, 411–412
costs of, 443
types of, 441–443, 442
Media engagement, 441
Media impact, of advertising, 440
Media multitaskers, advertising and, 442–443
Media planners, 443
Media publics, marketing environment and, 71
Media timing, advertising and, 443–444
Media vehicles, selecting, advertising and, 443
Megaretailers, rise of, 382–383
Membership groups, consumer buyer behavior and, 138
Membership perks, 474
Membership warehouses, 370, 372–375
Merchandising, warehouse retailers and (Costco), 374–375
Merchant wholesalers, 388, 389
Message, design communication, 409–411
Message content, 409–410
Message execution, 437–438
Message format, 410–411
Message source, selecting, 412–413
Message strategy, 436
Message structure, 410
Microenvironment, marketing
company, 69
competitors, 70
customers and, 72
defined, 68–69
marketing intermediaries and, 70
publics and, 71–72
suppliers and, 69–70
Micro-localizing, 201
Micromarketing, local/individual, 200–202
Middle-of-the-roaders, competitive marketing strategy and, 527
Millennials (Generation Y), 74–75, 353, 443, 498
Mission statement, 40–42
Mobile advertising, mobile marketing, 501–503
Mobile display ads, 507–508
Mobile marketing, 22–23, 489. See also Online marketing
coupons, 474–475
defined, 501, 503
smartphones and, 26
Mobile media, advertising and, 442
Mobile payment
Apple Pay, 363–364
Starbucks app, 262–263
Mobile retailing, 383
Mobile selling, tools for, 466, 468–469
Modified rebuy, 167
Mommy bloggers, 141–142
Monetary regulations, international trade and, 549, 551
Monetization, social media marketing and, 498–499
Monopolistic competition, 297
Mood, message execution and, 437
Moral appeals, 410
Moral duties, ethics and, 593–596. See also Marketing ethics
More for less, positioning strategy, 209, 211
More-for-more positioning strategy, 208–209
More for the same, positioning strategy, 209
Motivation
consumer buying behavior and, 145, 147–148
of salespeople, 465
MRO. Maintenance, repair, and operating
Multibrands, 247
Multichannel distribution systems, 341–342
Multimodal transportation, 356–357
Multitasking, advertising and, 442–443
Musical, message execution, 437
