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Twitter’s organizational culture most resembles a(n) ______ culture.

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Marketing


2164X_00_fm_SE_i-xxvi.indd i2164X_00_fm_SE_i-xxvi.indd i 11/7/11 8:39 PM11/7/11 8:39 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.


2164X_00_fm_SE_i-xxvi.indd ii2164X_00_fm_SE_i-xxvi.indd ii 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.


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


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.


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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).


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.


This is an electronic version of the print textbook. Due to electronic rights restrictions, some third party content may be suppressed. Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. The publisher reserves the right to remove content from this title at any time if subsequent rights restrictions require it. For valuable information on pricing, previous editions, changes to current editions, and alternate formats, please visit www.cengage.com/highered to search by ISBN#, author, title, or keyword for materials in your areas of interest.


© 2013, © 2011 South-Western, Cengage Learning


ALL RIGHTS RESERVED. No part of this work covered by the copyright herein may be reproduced, transmitted, stored, or used in any form or by any means graphic, electronic, or mechanical, including but not limited to photocopying, recording, scanning, digitizing, taping, web distribution, information networks, or information storage and retrieval systems, except as permitted under Sec- tion 107 or 108 of the 1976 United States Copyright Act, without the prior written permission of the publisher.


ExamView® is a registered trademark of eInstruction Corp. Windows is a reg- istered trademark of the Microsoft Corporation used herein under license. Macintosh and Power Macintosh are registered trademarks of Apple Computer, Inc. used herein under license.


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Library of Congress Control Number: 2011941854


ISBN-13: 978-1-111-82164-7


ISBN-10: 1-111-82164-X


South-Western 5191 Natorp Boulevard Mason, OH 45040 USA


Cengage Learning products are represented in Canada by Nelson Education, Ltd.


For your course and learning solutions, visit www.cengage.com


Purchase any of our products at your local college store or at our preferred online store www.cengagebrain.com


Marketing 12e Lamb, Hair, McDaniel


Vice President of Editorial, Business: Jack W. Calhoun


Publisher: Erin Joyner


Executive Editor: Mike Roche


Developmental Editor: Laura Rush/B-Books


Editorial Assistant: Megan Fischer


Marketing Manager: Gretchen Swann


Sr. Content Project Manager: Tamborah Moore


Media Editor: John Rich


Manufacturing Planner: Ron Montgomery


Sr, Marketing Communications Manager: Jim Overly


Marketing Coordinator: Leigh Smith


Production Service: MPS Limited, a Macmillan Company


Sr. Art Director: Stacy Shirley


Internal Designer: KeDesign, Mason, Ohio


Cover Designer: KeDesign, Mason, Ohio


Cover Image: KeDesign/iStockphoto.com


Rights Acquisitions Specialist, Text: Sam A. Marshall


Rights Acquisitions Specialist, Images: Deanna Ettinger


Text permissions researcher: Katie Huha, PMG


Photo researcher: Terri Miller/eVisuals


Sr. Inventory Analyst: Terina Bradley


Printed in the United States of America 1 2 3 4 5 6 7 15 14 13 12 11


For product information and technology assistance, contact us at Cengage Learning Customer & Sales Support, 1-800-354-9706


For permission to use material from this text or product, submit all requests online at www.cengage.com/permissions


Further permissions questions can be emailed to permissionrequest@cengage.com


2164X_00_fm_SE_i-xxvi.indd iv2164X_00_fm_SE_i-xxvi.indd iv 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.


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

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