Page 14 - Marketing Management

Establish the Total Marketing
CHAPTER 16 Managing Retailing, Wholesaling, Communications Budget 488
and Logistics 446 Deciding on the Marketing
Retailing 447 Communications Mix 490
Types of Retailers 448 Characteristics of the Marketing
The New Retail Environment 451 Communications Mix 490
Marketing Decisions 453 Factors in Setting the Marketing
Channels 454 Communications Mix 492
Measuring Communication Results 494
MARKETING MEMO Helping Stores to Managing the Integrated Marketing
Sell 458
Communications Process 494
Private Labels 459 Coordinating Media 495
Role of Private Labels 460 Implementing IMC 496
Private-Label Success Factors 460
MARKETING MEMO How Integrated Is Your
MARKETING INSIGHT Manufacturer’s IMC Program? 496
Response to the Private Label Threat 461
Summary 497
Wholesaling 461 Applications 497
Trends in Wholesaling 463
Market Logistics 464
Integrated Logistics Systems 464 CHAPTER 18 Managing Mass Communications:
Market-Logistics Objectives 465
Market-Logistics Decisions 466 Advertising, Sales Promotions,
Organizational Lessons 469 Events and Experiences, and Public
Summary 469 Relations 502
Applications 470
Developing and Managing an Advertising
Program 504
Setting the Objectives 504
PART 7 Communicating Value 474
Deciding on the Advertising Budget 505
Developing the Advertising Campaign 506

CHAPTER 17 Designing and Managing Integrated MARKETING MEMO Print Ad Evaluation
Criteria 509
Marketing Communications 474
Deciding on Media and Measuring
The Role of Marketing Communications 476
The Changing Marketing Communications Effectiveness 510
Environment 476 Deciding on Reach, Frequency, and
Impact 511
MARKETING INSIGHT Don’t Touch That Choosing among Major Media Types 512
Remote 476 Alternate Advertising Options 512

Marketing Communications, Brand Equity, MARKETING INSIGHT Playing Games with
and Sales 478 Brands 516
The Communications Process Models 480
Selecting Specific Media Vehicles 516
Developing Effective Communications 482 Deciding on Media Timing and
Identify the Target Audience 482 Allocation 517
Determine the Communications Evaluating Advertising Effectiveness 518
Objectives 482
Design the Communications 484 Sales Promotion 519
Objectives 519
MARKETING INSIGHT Celebrity Advertising versus Promotion 519
Endorsements as a Strategy 486 Major Decisions 520
Select the Communications Channels 486 Events and Experiences 524

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