Page 16 - Marketing Management

Managing the Development Process: Concept
CHAPTER 22 Managing a Holistic Marketing
to Strategy 579
Concept Development and Testing 579 Organization for the Long
Marketing Strategy Development 582 Run 620
Business Analysis 583
Trends in Marketing Practices 621
Managing the Development Process:
Internal Marketing 623
Development to Commercialization 585 Organizing the Marketing Department 623
Product Development 585
Market Testing 585 MARKETING MEMO Characteristics of
Commercialization 588 Company Departments That Are Truly
The Consumer-Adoption Process 589 Customer Driven 624
Stages in the Adoption Process 589 Relationships with Other Departments 627
Factors Influencing the Adoption Building a Creative Marketing
Process 589 Organization 628
Summary 590
MARKETING INSIGHT The Marketing
Applications 591 CEO 628

Socially Responsible Marketing 629
CHAPTER 21 Tapping into Global Markets 594 Corporate Social Responsibility 630
Competing on a Global Basis 595 MARKETING INSIGHT The Rise of
Deciding Whether to Go Abroad 597 Organic 633
Deciding Which Markets to Enter 597 Socially Responsible Business Models 634
How Many Markets to Enter 598 Cause-Related Marketing 634
Developed versus Developing Markets 598
MARKETING MEMO Making a Difference:
MARKETING INSIGHT Spotlight on Key Top 10 Tips for Cause Branding 637
Developing Markets 600
Social Marketing 638
Evaluating Potential Markets 602
Marketing Implementation and Control 640
Deciding How to Enter the Market 603 Marketing Implementation 640
Indirect and Direct Export 603 Marketing Control 641
Licensing 604 Annual-Plan Control 641
Joint Ventures 605 Profitability Control 642
Direct Investment 605 Efficiency Control 642
Deciding on the Marketing Program 606 Strategic Control 643
Global Similarities and Differences 606 The Future of Marketing 643
Marketing Adaptation 607
MARKETING MEMO Major Marketing
MARKETING MEMO The Ten Weaknesses 647
Commandments of Global Branding 608
Summary 648
Global Product Strategies 608
Global Communication Strategies 610 Applications 648
Global Pricing Strategies 611 Appendix Tools for Marketing
Global Distribution Strategies 613 Control 650
Country-of-Origin Effects 614
Building Country Images 614 Appendix Sonic Marketing Plan A1
Consumer Perceptions of Country of Endnotes E1
Origin 614
Glossary G1
Deciding on the Marketing Organization 616 Image Credits C1
Export Department 616
International Division 616 Name Index I1
Global Organization 616 Company, Brand, and Organization Index I4
Summary 617 Subject Index I14
Applications 617
xv