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Marketing
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Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
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Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
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Marketing T W E L F T H E D I T I O NL A M B / H A I R / M c D A N I E L
CHARLES W. LAMBCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAARRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEESSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW................................ LLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBBB M. J. Neeley School of Business
Texas Christian University
JOSEPH F. HAIR, JR.JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPPHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHH FFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFFF................................ HHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHHAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, JJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJJRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRR................................ Department of Marketing Kennesaw State University
CARL MCDANIELCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAARRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRRLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLL MMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMMCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCCDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDDAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAANNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNNIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEEELLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLLL Department of Marketing
University of Texas at Arlington
Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States
2164X_00_fm_SE_i-xxvi.indd iii2164X_00_fm_SE_i-xxvi.indd iii 11/7/11 8:40 PM11/7/11 8:40 PM
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Library of Congress Control Number: 2011941854
ISBN-13: 978-1-111-82164-7
ISBN-10: 1-111-82164-X
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Marketing 12e Lamb, Hair, McDaniel
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Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
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B R I E F C O N T E N T S v
Brief Contents
Preface xiv Acknowledgments xx
1 The World of Marketing 1 1 An Overview of Marketing 2 2 Strategic Planning for Competitive Advantage 24 3 Ethics and Social Responsibility 54 4 The Marketing Environment 86 5 Developing a Global Vision 132
2 Analyzing Marketing Opportunities 183 6 Consumer Decision Making 184 7 Business Marketing 236 8 Segmenting and Targeting Markets 270 9 Decision Support Systems and Marketing
Research 306
3 Product Decisions 355 10 Product Concepts 356 11 Developing and Managing Products 382 12 Services and Nonprofi t Organization Marketing 414
4 Distribution Decisions 445 13 Marketing Channels 446 14 Supply Chain Management 484 15 Retailing 530
5 Promotion and Communication Strategies 575
16 Promotional Planning for Competitive Advantage 576
17 Advertising and Public Relations 608 18 Sales Promotion and Personal Selling 648
6 Pricing Decisions 687 19 Pricing Concepts 688 20 Setting the Right Price 726
7 Technology-Driven Marketing 769 21 Customer Relationship Management (CRM) 770 2 2 Social Media and Marketing 802
Appendix A-1 Glossary G-1 Indexes I-1
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2164X_00_fm_SE_i-xxvi.indd v2164X_00_fm_SE_i-xxvi.indd v 11/7/11 8:40 PM11/7/11 8:40 PM
Copyright 2011 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
C O N T E N T Svi
Contents
Preface xiv
Acknowledgments xx
The World 1 of Marketing 1 1 An Overview of Marketing 2
What Is Marketing? 2
Marketing Management Philosophies 4 Production Orientation 4 Sales Orientation 5 Market Orientation 5 Societal Marketing Orientation 6
Diff erences Between Sales and Market Orientations 8
The Organization’s Focus 9 The Firm’s Business 13 Those to Whom the Product Is Directed 14 The Firm’s Primary Goal 15 Tools the Organization Uses to Achieve Its Goals 15 A Word of Caution 15