Call objectives, 470
Call plan, 464
Call reports, 465
CAN-SPAM Act (2003), 86, 509
Capital items, 224
Captive-product pricing, 310–311
Caring capitalism, 87
Cash cows, 43, 45
Cash discount, 311
Cash rebates, 314
Cash refunds, 475
Catalog marketing, 490, 505, 543
Category killers, 371
Causal research, 107
Cause-related marketing, 87
Central American Free Trade Agreement (CAFTA-DR), 548
Cents-off deals, 475
Channels of distribution. See Distribution channels
Charity, cause-related marketing and, 87
Chief marketing officer (CMO), 58
Chief privacy officer (CPO), 124
Children
child-proof packaging and, 228
influence on buying decisions, 142
online privacy and, 509–510
protecting online, 508
social media and, 598
target marketing and, 203, 215
Children’s Online Privacy Protection Act (2000), 86, 509
Children’s Television Act (1990), 86
Citizen-action publics, 71
Clayton Act (1914), 86, 324, 351, 352
Closing, selling process, 471
Cloud-based computing model, 454–455
Cluster (area) sample, 115
Co-branding, 245–246
Codes of ethics, 595
Cognitive dissonance, 154
Cold calling, 469
Color, message appeal and, 411
Commercialization, new product development and, 263
Commercial noise, 581–582
Commission-based compensation, 463–464
Communicability, adoption rate, 156
Communication
adapting for global market and, 563–564
channels, 411–412
effects, of advertising and, 444
marketing. See Marketing communications
process, 406–408
promotion mix and, 400–401
objectives, 408–409
skills, selling process and, 470–471
tools, 461, 490
Community shopping center, 380
Company buying sites, 174
Company-wide strategic planning, 40–42
Comparative advertising, 430–432
Compensation, of salespeople, 463–464
Competition-based pricing, 293
Competition review, in marketing plan, 57
Competitive advantage, 518
ethics and, 538
identify, 206–207
promoting differences, 207–208
Competitive analysis
competitor objectives, 521
competitor reactions, 522–523
competitor strategies, 521–522
good or bad competitors, 523–524
identifying competitors, 518–521
industry/market points of view, 519
intelligence system, 524
steps in analyzing, 519
strengths/weaknesses, 522, 523
uncontested market space, 524–525
Competitive marketing intelligence, 103–106
Competitive marketing strategy, 518
challenger strategies, 531, 533–534
competitive positions, 529–530
customer/competitor orientations, 535–536
customer intimacy, 527–529
differentiation, 527
evolving company orientations, 536
focus, 527
market follower strategies, 531, 534
market leader strategies, 530–533, 531
market niche strategies, 531, 534–535
Microsoft and, 516–518
operational excellence, 527
overall cost leadership, 526–527
product leadership, 527, 529
types of marketing, 525–526
value disciplines, 527, 529
Competitive-parity method, promotion budget, 414
Competitor-centered company, 536
Competitors
idea generation and, 258
marketing strategy of, 203
microenvironment and, 70
price changes and, 321–322
Complex buying behavior, 150
Concentrated marketing, 199–200
Concept development, 260
Concept testing, 260
Conformance quality, 225–226
Conscious consumption, 83–84
Consumer buyer behavior
African Americans, 136–137
age/life stage, 143
Asian Americans, 137
beliefs/attitudes, 149
brand loyalty, Harley-Davidson, 132–134
complex buying behavior, 150
cultural and, 135
decision process, 151. See also Buyer decision process
dissonance-reducing, 150
economic situation, 144
family, 140–142
groups and social networks, 138–140
Hispanic Americans, 136
learning, 149
lifestyle and, 144
model of, 134–135
motivation, 145, 147–148
occupation, 143
perception, 148
personality/self-concept, 144–145
roles/status, 142
social class, 138
subcultures and, 136–137
total market strategy, 137–138
variety-seeking, 151
Consumer expectations, 153–154
Consumer expressions, advertising and, 441
Consumer-generated content, 438–440
Consumer-generated marketing, 18–19
Consumer impressions, advertising and, 441
Consumer insights team, 101
Consumerism, sustainable marketing and, 583–584
Consumer market, 72, 134, 189. See also Market segmentation
Consumer-oriented marketing, 589
Consumer perception dimensions, 240–241
Consumer products. See also Product entries
convenience, 222, 223
defined, 222
safety, 86, 274, 569, 578
shopping, 222, 223
specialty, 223
type of, 223
unsought, 223
Consumer Product Safety Act (1972), 86, 274
Consumer promotions, 472–476
brand engagement and, 473
tools for, 474–476
Consumer protection
consumer rights, 583–584
legislation and, 85, 86
Consumer rights, 583–584
Consumers
AIO dimensions of, 144
long-run welfare of, 13
marketing channels and, 337
marketing impact on, 576–580
online privacy, advertising and, 508–509
rights/responsibilities, 583–584
spending cutbacks, 381–382
Consumption, conscious, 83–84
Contact methods, data collection
focus group interviewing, 111–112
mail/telephone/personal interviewing, 110–111
online behavioral/social tracking/targeting, 113–114
online marketing research, 112–113
Content, consumer-generated, 438–440
Content marketing, 403–405
Content sites, 491
Content strategy, 436
Contests, consumer promotions, 475
Contextual advertising, 494
Continuous inventory replenishment systems, 357
Contract logistics, 359
Contract manufacturing, 557
Contractual VMS, 340
Controlled test markets, 263
Controls, in marketing plan, 57
Convenience products, 222
Convenience sample, 115
Convenience stores, 370, 371, 560–561
Conventional distribution channels, 339
Conventions, business promotions, 478
Core beliefs, 88
Core customer value, 221, 222
Corporate chains, 373
Corporate giving, 87
Corporate identity materials, 448
Corporate image marketing, 224
Corporate marketing ethics policies, 593
Corporate VMS, 339–340
Cost-based pricing
break-even analysis/target return pricing, 291–292
cost-plus pricing, 291
cost per unit, production levels and, 290
production experience and, 290–291
types of costs, 289
value-based pricing v., 286
Cost per point, 451
Cost per thousand (CPM), 451
Cost-plus pricing, 291
Costs
media, 443
marketing, 576–577
salespeople training and, 463
social media marketing and, 499
of sustainability, 598–599
types of, 289
Coupons, 474–475, 481
Cradle-to-cradle practices, 585
Creative concept, 436
Creative selling, 457
CRM. See Customer relationship management
Cross-company logistics teams, 358
Cross-functional teamwork, 357–359
Cross-market segmentation, 196–197
Crowdsourcing, 258–259
Cues, minor stimuli, 149
Cultural environment
of international trade, 551–554
of marketing strategy, 87–90
values, persistence of, 88
Cultural pollution, 581–582. See also Social criticisms of marketing
Culture
beauty and, 569–571
business norms and, 552
consumer buyer behavior and, 135
disposable clothing, 579
global marketing and, 554
international marketing research and, 122
manners, international marketing and, 170–171
segmenting international markets and, 196–197
sustainability and, 599
violation of norms, 551–552
zappos.com, company, 237
Customer benefits, 436
Customer Business Development (CBD) teams, 459
Customer-centered company, 536
Customer-centered new product development, 263–264
Customer-driven companies, 12
Customer-driven marketing strategy, designing, 188
Customer engagement
brands and, 248
digital/social media and, 17–18
direct/digital marketing and, 488
mobile marketing and, 502–503
social selling and, 466
Customer-engagement marketing, 17–18
Customer equity
brand value and, 241
building, 21–22
Customer experiences, with product /services, 221
Customer insights
data and, 103
LEGO group, 98–99
marketing and, 100
using/gaining, 101–102
Customer intimacy, 527
Customer lifetime value, 20
Customer loyalty, 20
Customer-managed relationships. See also Customer engagement
digital/social media and, 17–18
Customer management, 10
Customer management organization, 58
Customer-perceived value, 14
Customer relationship
levels/tools, 16–17
managing, selling process and, 471–472
planning marketing and, 48–49
Customer relationship management (CRM), 14–15, 48, 349, 351
data analysis and, 117
salesforce, 454–455
Customers
idea generation and, 258
marketing microenvironment and, 72
redlining, 579–580
retailing, brands and, 368–369
sales force/company links and, 457–458
targeting select, 10
types of, 22
walking the customer, ethics and, 482
Customer sales force structure, 459
Customer satisfaction, 15–16
Customer-segment pricing, 312
Customer service
Nordstrom, 528–529
zappos.com, 237–238
Customer-size group nicher, 535
Customer-solution approach, 470–471
Customer value
channel management and, 350–351
driven marketing strategy, 10–14. See also Marketing management
marketing process and, 30
Nike and, –
pricing based on, 285–287
satisfaction and,
See also Value-driven marketing
Customer value analysis, 523
Customer value-based pricing, 285–286
Customer value delivery network, 345
Customer value marketing, 589
