Principles of Marketing ^{4th Ed.}

What do Harley-Davidson motorcycles and a Principles of Marketing textbook have in common?

Give up?

Harley-Davidson began in 1903 as the first American manufacturer of motorcycles in the U.S. From the outset, they dominated the market with their high-quality and reliable machines. Their name became synonymous with the very word "motorcycles". Despite setbacks in the 1970s and '80s, when worldwide recession and a more competitive marketplace resulted in a decrease in their market share, Harley-Davidson has survived the test of time and emerged as the preeminent manufacturer of motorcycles once again.

The fourth edition of our Principles of Marketing text has also stood the test of time. In the five years since we published the third edition, the world has undergone dramatic change. We live in a world without a defined set of borders, both politically and technologically, as the information highway now stretches before us with untold possibilities. Recent changes have resulted in new and challenging developments in the field of marketing that every student needs to learn.

In response to these demands we, as authors of the fourth edition of Principles of Marketing, have created a new book that is relevant and up-to-date. The story of Harley-Davidson is told through a seven part case study in the text. We've reorganized and and expanded our coverage of global perspectives in the marketplace. We've included real issues that are important not only to you as professors, but also to your students, such as ethics, quality, careers, customer satisfaction and value, and the use of technology in marketing. And we've put together an outstanding ancillary package, featuring such unique items as the Harley-Davidson Annual Report with Teaching Notes; International Lecture Series; American Demographics magazine sampler; a laser disk and video featuring a case study of the film The Last of the Mohicans; and Harley-Davidson and additional product and service company lecture launchers.

• Chapter 1 Introduction to Marketing
• Learning Objectives
• Marketing Profile: Carnival Cruise Lines Uses Marketing to Sail to Success
• Defining Marketing
• Marketing in Action: Marketing AIDS Prevention
• The Need for Marketing
• Marketing Bridges Exchange Gaps
• Marketing Creates Utility
• Review Your Marketing Knowledge
• Marketing Within the Organization
• The Production Concept
• The Sales Concept
• The Marketing Concept
• The Societal Marketing Concept
• Marketing Management
• The Marketing Mix
• Marketing in Action: The Toronto Blue jays Baseball Team
• Review Your Marketing Knowledge
• Marketing Today and Tomorrow
• The Market-Driven Organization
• Relationship Marketing
• Total Quality Management
• Green Management
• Global Marketing
• The Importance of Marketing
• Importance to the Economy
• Importance to the Organization
• Importance to You
• The Study of Marketing
• Micromarketing
• Commodity Marketing
• Functional Marketing
• Institutional Marketing
• Macromarketing
• Overview of the Book
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Los Angeles Rescue Mission
• Career Focus: The Product Is You!
• Chapter 2 The Marketing Environment
• Learning Objectives
• Marketing Profile: Who’s Eating What, and Why in the U.S. and Europe?
• Environmental Change Is Inevitable
• Analyzing the Environment
• Social-Cultural Factors
• Demographic Factors
• Cultural Factors
• Economic Factors
• Review Your Marketing Knowledge
• Income and the New Economic Realities
• Inflation
• Productivity
• Unemployment
• Competitive Factors
• The Nature of Competition
• Entry and Exit of Competing Firms
• Major Strategic Changes by Competitors
• Legal-Political Factors
• Consumerism
• Legislation
• Technological Factors
• The Impact of Technological Innovation
• Marketing in Action: Advancing Technology Is Here: Are Consumers Ready?
• Global Technology
• Review Your Marketing Knowledge
• Ecological Factors
• Improving Ecoresponsibility
• Marketing in Action: Are There Perfect Answers About Greeness?
• A Global Look at Ecological Factors
• Putting Together the Analysis
• Collecting the Information: Environmental Scanning
• Identifying Opportunities and Threats: Environmental Analysis
• Making Marketing Decisions: Environmental Diagnosis
• Marketing Ethics and Social Responsibility in the External Environment
• An Ethical Framework
• Ethical Dilemmas
• Determinants of Responses to Ethical Dilemmas
• An Opposing View
• Some Concluding Thoughts
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Disney: Growth or Problems?
• Career Focus: Know Your Environment
• Chapter 3 Marketing Planning
• Learning Objectives
• Marketing Profile: Keeping Elvis Alive Through Strategic Planning
• Defining the Business
• Components of a Good Business Definition
• Strategic Business Units
• Review Your Marketing Knowledge
• Marketing in Action: Tightening Up What Business It’s in Works for Philips
• Performing a Situation Analysis
• Internal Factors
• External Factors
• SWOT Analysis
• Establishing Objectives
• Marketing in Action: Big Corporation Sets Objectives
• Forming a Marketing Strategy
• Strategic Marketing Tools
• Marketing in Action: On the Fast Track at Gymboree
• Implementing Marketing Tactics
• Review Your Marketing Knowledge
• Marketing Control
• Tactical Control
• Strategic Control
• A Strategic Marketing Plan for American Express
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Fisher-Price Toys: Turmoil in Toyland
• Career Focus: Developing a Strategic Plan
• Chapter 4 Global Marketing
• Learning Objectives
• Marketing Profile: U.S. Companies Go Calling in China
• Global Trade Agreements
• General Agreements on Tariffs and Trade
• European Economic Community
• United States-Canada Free Trade Agreement
• North American Free Trade Agreement (NAFTA)
• Other Trade Agreements
• Companies Involved in Global Trade and Marketing
• Small Business and the Global Marketplace
• Review Your Marketing Knowledge
• Assessing Environmental Conditions
• Economic Factors
• Cultural Factors
• Marketing in Action: Global Business Must Mind Its Morals
• Political/Legal Conditions
• Entering and Operating in the World Arena
• Exporting
• Licensing
• Review Your Marketing Knowledge
• Joint Ventures
• Direct Ownership
• Tailoring the Marketing Mix for Global Markets
• Product
• Place
• Promotion
• Marketing in Action: Breaking With Tradition in Japan
• Price
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Tobacco and Global Markets: An Ethical Issue?
• Career Focus: A World of Opportunity
• Part I Case: The Story of Harley-Davidson Motorcycles

• Chapter 5 Segmentation, Targeting, and Positioning
• Learning Objectives
• Marketing Profile: Black & Decker Covers the Market, Segment by Segment
• What Is a Market?
• Bases of Segmentation
• Geographic Segmentation
• Demographic Segmentation
• Geodemographic Segmentation
• Marketing in Action: Geographic Segmentation Can Raise Ethical Issues
• Psychographic Segmentation
• Marketing in Action: Opportunities Abound in Ethnic Markets
• Review Your Marketing Knowledge
• Behavioral Segmentation
• Is There a “Right” Basis for Segmentation?
• Criteria for Selecting Target Markets
• Size
• Reachability
• Responsiveness to Marketing
• Targeting Strategies
• Undifferentiated Marketing
• Differentiated Marketing
• Concentrated Marketing
• The Combined Approach
• Disaggregation
• Choice of Approach
• Review Your Marketing Knowledge
• Positioning
• Perceptual Mapping
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Taking Aim at Health-Conscious Consumers
• Career Focus: Know Your Markets
• Chapter 6 Consumer Buying Behavior
• Learning Objectives
• Marketing Profile: Can a Plastic Swan Make Scents?
• The Consumer Purchase Decision Process
• Recognizing a Problem
• Seeking Information
• Evaluating Alternatives
• Deciding to Purchase
• Postpurchase Evaluating
• Types of Decision-Making Process
• Review Your Marketing Knowledge
• Influences on Consumer Behavior
• Demographic Factors
• Marketing Mix Factors
• Psychological Factors
• Marketing in Action: Winning, Losing, and Identifying the Players in the Senior Market
• Review Your Marketing Knowledge
• Social Factors
• Marketing in Action: Relaunching P.F. Flyers
• Situational Factors
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Targeting Homeworkers
• Career Focus: Understanding Employer Behavior
• Chapter 7 Business Markets and Organizational Buying Behavior
• Learning Objectives
• Marketing Profile: Strategic Success at Duskes
• Business Markets
• Relationship Marketing in Business Markets
• Marketing in Action: Symbol Technologies Decodes Its Customers’ Needs
• Classification of Business-to-Business Products and Services
• Business Services
• Heavy Equipment
• Light or Accessory Equipment
• Supplies
• Component Parts
• Raw Materials
• Processed Materials
• Goods for Resale
• Types of Business Markets
• Manufacturers
• Wholesalers
• Retailers
• Government Markets
• Institutional Markets
• Small Businesses
• Differences Between Business and Consumer Markets
• Demand
• Market Size
• Promotional Techniques
• Marketing in Action: Ryder Keeps on Truckin’
• Number of Individuals Involved
• Buyer Expertise and Rationality
• Segmentation in Business Markets
• Bases in Segmentation of Business Markets
• Standard Classification System
• The Buying Behavior of Businesses
• Types of Buying Decisions
• Review Your Marketing Knowledge
• The Purchase Decision Process in Businesses
• Review Your Marketing Knowledge
• Marketing in Action: Know Thy Customers
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Hitting the Jackpot with a Customer-Driven Approach
• Career Focus: Understanding the Business
• Chapter 8 Information for Marketing Decision Making
• Learning Objectives
• Marketing Profile: Finding Out What Consumers Want
• Sources of Information for Marketing Decision Making
• Decision Support and Information Systems
• Personal Contacts with Other Managers
• Personal Experience
• Review Your Marketing Knowledge
• Marketing Research and Decision Making
• The Use of Marketing Research
• Marketing in Action: Legitimizing Marketing Research — CMOR Fights the Good Fight
• Deciding to Do Marketing Reseach
• Categories of Marketing Research
• The Marketing Research Process
• Stage One: Establish the Need for Information
• Stage Two: Specify Research Objectives and Information Needs
• Stage Three: Determine the Sources of Data
• Stage Four: Determine the Data Collection Method
• Marketing in Action: Data Sources Today and Tomorrow
• Marketing in Action: Collecting Data on Generation X Can Be a Real Challenge
• Stage Five: Plan the Collection Effort
• Stage Six: Collect the Data
• Stage Seven: Process and Analyze the Data
• Stage Eight: Present the Results
• The Marketing Research Process in Practice
• Review Your Marketing Knowledge
• Forecasting Demand
• Types of Forecasts
• Approaches to Forecasting
• Forecasting Methods
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Researching Ways to Save Souls
• Career Focus: Researching the Hidden Market
• Part II Case: The Story of Harley-Davidson: The Marketplace

• Chapter 9 Basic Product Concepts
• Learning Objectives
• Marketing Profile: Skating to Success
• What Is a Product?
• Marketing in Action: Coloring Your Image
• Classification of Products
• Classification of Consumer Products
• Convenience Goods
• Shopping Goods
• Specialty Goods
• Review Your Marketing Knowledge
• Using the Classification Scheme
• The Product Life Cycle
• Introduction Stage
• Growth Stage
• Maturity Stage
• Decline Stage
• Product Mix
• Decisions about the Product Mix
• Branding
• The Importance of Branding
• Branding Strategy Decisions
• Marketing in Action: Fit for a President
• Generic Brands
• Review Your Marketing Knowledge
• Packaging
• Factors in Package Design
• Marketing in Action: Dressing Up the Basics in Idaho
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: A Growing Phenomenon – Bigger Is Beautiful
• Career Focus: Moving Beyond the Core Product
• Chapter 10 Product Development and Management
• Learning Objectives
• Marketing Profile: Making a Healthy Choice When It Comes to New Products
• Opportunities for New Products
• New Products Classified by Degree of Change
• New Products Classified by Role in the Product-Market Strategy
• Development of New Products
• Developing a Strategy
• Idea Generation
• Screening and Evaluation
• Business Analysis
• Development
• Marketing in Action: Does Fake Fat Have a Future?
• Testing
• Commercialization
• Review Your Marketing Knowledge
• Why New Products Fail or Succeed
• Failure Factors
• Marketing in Action: Winning and Losing in the New Product Game
• Success Factors
• Managing Existing Products
• Extending the Product Life Cycle
• Modifying Existing Product Lines
• Review Your Marketing Knowledge
• Quality Issues in Product Development and Management
• Product Design
• Engineering and Output
• Service Quality
• Marketing in Action: Chrysler Minivan: A Quality Evaluation
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Campbell’s on the Move
• Career Focus: Managing Your Product
• Part III Case: The Story of Harley-Davidson: The Product

• Chapter 11 Channels of Distribution
• Learning Objectives
• Marketing Profile: Market-Driven Distribution Decisions: Thanks to Electronic Data Interchange
• What Are the Channels of Distribution?
• Why Do We Need Intermediaries?
• The Utility Created by Intermediaries
• Review Your Marketing Knowledge
• The Organization of Marketing Channels
• Consumer Products: Marketing Channels
• Business-to-Business Products: Marketing Channels
• Multiple Channels
• Reverse Channels
• Review Your Marketing Knowledge
• Making Decisions about Marketing Channels: The Key Factors
• Strategic Thinking
• Goals and Objectives
• Company Characteristics
• Customer Characteristics
• Product Characteristics
• Market Characteristics
• Environmental Characteristics
• Market Coverage: How Many Channel Outlets?
• Intensive Distribution
• Exclusive Distribution
• Selective Distribution
• Marketing in Action: Pepsico’s Distribution Applications in Mexico
• Strategic Issues in Market Coverage
• Control Procedures and Legal Issues
• Exclusive Dealing Contracts
• Exclusive Sales Territory
• Tying Contracts
• Marketing Channels: Conflict and Cooperation
• Types of Conflict
• Marketing in Action: Tennis Racquets, Bicycles, and Channel Conflict
• Resolving Conflict
• Review Your Marketing Knowledge
• The Vertically Integrated Market System
• Corporate Vertical Marketing Systems
• Administered Vertical Marketing Systems
• Contractual Vertical Marketing Systems
• Evaluating the Performance of Channel Members
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Franchising Ideas, Experts, and Caution
• Career Focus: Finding the Right Channels
• Chapter 12 Wholesaling and Physical Distribution
• Learning Objectives
• Marketing Profile: Wholesale Clubs Continue to Grow
• Wholesaling
• Wholesaling Functions
• Classifying Dimensions of Wholesalers
• Classifying Wholesalers
• Company-Owned Wholesalers
• Independent Wholesalers
• Merchant Wholesalers
• Review Your Marketing Knowledge
• Agents
• Trends in Wholesaling
• Marketing in Action: Snider, Hayes, Hurd Prospers in a Tough Market
• Physical Distribution
• The Nature of Physical Distribution
• Objectives of Physical Distribution
• The Customer Service Objective
• The Total Cost Objective
• Review Your Marketing Knowledge
• Functions of the Physical Distribution System
• Order Processing
• Warehousing
• Inventory Management and Control
• Transportation
• Marketing in Action: JIT: Panacea or Problem?
• Review Your Marketing Knowledge
• Materials Handling
• Information Systems
• Total Quality Management in a Market-Driven Physical Distribution System
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Railroads Are Making a Comeback
• Career Focus: The Pipelines to Employment
• Chapter 13 Retailing
• Learning Objectives
• Marketing Profile: Retailing in Japan
• The Importance of Retailing
• Retail Functions
• Retail Costs and Margins
• Types of Retailers
• Size of Establishment
• Merchandise Lines Carried
• Marketing in Action: Thriving in Hard Times
• Marketing in Action: Sears Is Trying…
• Level of Service
• Method of Operation
• Form of Ownership
• Location of Facilities
• Summary of Retail Classifications
• Review Your Marketing Knowledge
• Retail Management: Strategy and Decisions
• Target Market Selection
• Marketing in Action: Old Navy: The Gap’s Strategy
• The Retail Decision Support System
• Merchandise Mix Decisions
• Pricing Decisions
• Store Image and Ambience Decisions
• Technology Improvements
• The Wheel of Retailing
• Marketing in Action: Electronic Retailing – Current Uses and Future Possibilities
• Review Your Marketing Knowledge
• Trends in Retailing
• Productivity and Profit Margins
• Increased Competition Versus Consolidation
• Increased Technology
• Environmental Concerns
• Targeting Minorities
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: The Wal-Mart Shadow Is Growing
• Career Focus: Know Your Customer
• Part IV Case: The Story of Harley-Davidson: Distribution

• Chapter 14 Communication Strategies
• Learning Objectives
• Marketing Profile: Integrating Promotion to Bring Tourists Down Under
• Integrated Marketing Communications
• Components of Promotion
• Marketing Communications
• The Communication Process
• Marketing in Action: Communicating Clearly
• Interpersonal Versus Mass Communication
• Controlled Versus Uncontrolled Communication
• Response Hierarchies
• The AIDA Model
• The Hierarchy-of-Effects Model
• The Innovation Adoption Model
• Marketing in Action: Fighting Back
• The Information-Processing Model
• Hierarchy Commonalities
• Diagnostic Power of Response Hierarchies
• Alternatively Ordered Response Hierarchies
• Promotional Tools and Consumers’ Responses
• Setting Promotional Objectives
• Elements of Good Promotional Objectives
• Review Your Marketing Knowledge
• Understanding Promotion Costs
• Channel Involvement in Promotion
• Overall Strategy
• Number and Accessibility of Customers
• Complexity of Decision-Making Units
• Standardization of Products and Customers’ Needs
• Customers’ Recognition of Product Benefits
• Turnover of Product Line
• Frequency and Timing of Purchase
• Establishing the Promotional Budget
• The Theoretical Approach
• Top-Down Approaches
• Build-up Approaches
• Determining the Promotional Mix
• Push Versus Pull Strategies
• Theoretical Optimum Mix
• Factors in Mix Planning
• Choosing the Mix: Advertising/Sales Promotion or Personal Selling?
• Review Your Marketing Knowledge
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Promoting the Post Office
• Career Focus: Identify Your Communication Strategy
• Chapter 15 Advertising, Sales Promotion, and Publicity
• Learning Objectives
• Marketing Profile: Advertising Agencies: Integrating Marketing Communications
• Advertising
• Advertising Decisions
• Setting Advertising Objectives
• Determining Ad Type
• Establishing the Advertising Budget
• Selecting the Media
• Choosing a Creative Approach
• Marketing in Action: Pushing Products in Eastern Europe: But Will They Buy It in Poland?
• Measuring Advertising
• Effectiveness
• Testing Methods
• Review Your Marketing Knowledge
• Advertising Agencies
• Ethical Issues in Advertising
• Sales Promotion
• Marketing in Action: The Battle over Old Joe
• Trade Promotions
• Advantages and Disadvantages of Sales Promotion
• Review Your Marketing Knowledge
• Publicity and Public Relations
• The Relationship Between Publicity and Public Relations
• Topics Available for Publicity
• Managing Publicity
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Where and How do you Advertise Automobiles?
• Career Focus: Advertisements for Yourself
• Chapter 16 Personal Selling
• Learning Objectives
• Marketing Profile: Forging Ahead Technologically
• The Importance of Personal Selling
• Review Your Marketing Knowledge
• Types of Sales Jobs
• Order Getters
• Order Takers
• Marketing in Action: Teaming Up to Increase Sales
• Support Salespeople
• The Personal Selling Process
• Phase 1: Preparation
• Phase 2: Persuasion
• Marketing in Action: Protecting Consumers from Telemarketers
• Phase 3: Transaction
• Marketing in Action: Sales Pros Know the Eight Keys to Success
• Review Your Marketing Knowledge
• Sales Management
• Setting Sales Objectives
• Structuring the Sales Force
• Developing a Sales Force
• Directing
• Marketing in Action: Personalizing Incentives
• Evaluation
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Personal Selling in France and Germany
• Career Focus: Selling Yourself
• Part V Case: The Story of Harley-Davidson: Promotions

• Chapter 17 Basic Pricing Concepts
• Learning Objectives
• Marketing Profile: What’s the Big Deal With Everyday Low Pricing?
• The Meaning of Price
• What Is a Price?
• Why Is Price Important to Marketers?
• Key Factors in Price Determination
• Pricing Objectives
• Profit Objectives
• Sales Objectives
• Marketing in Action: EDLP at P&G: The Saga Continues
• Competitive Position Objectives
• Review Your Marketing Knowledge
• Customer Influences
• Demand Analysis and the Impact on Sales
• Elasticity Analysis and Consumer Price Perceptions
• Cost Considerations
• Marketing in Action: Commercial Financial Institutions – Wake Up!
• Product Characteristics
• Positioning
• Stage in the Product Life Cycle
• Single Product or Product Line
• Competitive Forces
• Legal and Regulatory Constraints
• Price Fixing
• Review Your Marketing Knowledge
• Price Discrimination
• Deceptive Pricing
• Predatory Pricing
• Marketing in Action: Wal-Mart: A Predatory Pricer?
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Antitrust Dogfight: The Case of American Airlines
• Career Focus: Determining Your Price
• Appendix 17 Fundamental Economic Analysis for Pricing Decisions
• Demand Analysis
• Price Elasticity of Demand
• Primary Versus Selective Demand
• Demand and Revenue
• Marginal Revenue and Elasticity
• Nonprice Competition and Demand
• Estimating Demand
• Cost Analysis
• Types of Costs
• Maximizing Profit Through Marginal Analysis
• Competitive Structure
• Competitors’ Pricing Behavior
• Other Environmental Influences on Price
• Key Terms
• Chapter 18 Pricing Procedures
• Learning Objectives
• Marketing Profile: Borland Strikes Out in a New Direction
• Price Setting in Practice
• Cost-Based Orientation as a Starting Point
• Cost-plus Pricing
• Intermediary Pricing
• Return-on-Investment (ROI) Pricing
• Pricing Strategies
• Differential Pricing for Consumers
• Marketing in Action: Creative Marketing – Price Flexibility in the Mortgage Market
• Differential Pricing to Channel Members
• Competitive Pricing
• Marketing in Action: Competitive Pricing in a High Tech Industry
• Product-Line Pricing
• Review Your Marketing Knowledge
• Integrative Pricing
• Review Your Marketing Knowledge
• Miscellaneous Pricing Methods
• Value Pricing
• Customary Pricing
• Odd-Even Pricing
• Unit Pricing
• Review Your Marketing Knowledge
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: The Next Round in the Cola Wars
• Career Focus: Influences on Your Price
• Part VI Case: The Story of Harley-Davidson: Pricing

• Chapter 19 Marketing of Services
• Learning Objectives
• Marketing Profile: Flying the Virgin Skies: Virgin Atlantic Airways
• What Is a Service?
• The Changing Service Environment
• Changing Patterns of Government Regulation
• Relaxation of Professional Association Standards
• Privatization
• Computerization and Technological Innovation
• Growth of Franchising
• Expansion of Leasing and Rental Businesses
• Marketing in Action: Hunting for That Dream House
• Manufacturers as Service Providers
• Globalization
• Characteristics of Services
• Intangibility
• Simultaneous Production and Consumption
• Less Standardization
• Perishability
• Nature of the Client Relationship
• Marketing in Action: Creative Supply Solutions
• Classification of Services
• Equipment Versus People
• People Versus Things
• Service Delivery
• Developing a Program for Marketing Services
• Product
• Review Your Marketing Knowledge
• Distribution
• Promotion
• Pricing
• Professional Services: A Special Case?
• Changes in Professional Services Marketing
• Review Your Marketing Knowledge
• Service Quality
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Is Hospital Marketing Dead?
• Career Focus: You’re the Service
• Chapter 20 Marketing in the Social Sector
• Learning Objectives
• Marketing Profile: The Girl Scout Promise: Meet the Needs of Today’s Girl
• The Nature, Scope, and History of Social Sector Marketing
• Marketing in Action: Amnesty International Injects Pizazz
• How Does the Social Sector Differ
• Marketing Strategies for the Social Sector
• Strategic Planning
• Consumer Behavior
• Market Analysis
• Segmentation
• Review Your Marketing Knowledge
• Product
• Distribution
• Pricing
• Promotion
• Review Your Marketing Knowledge
• Marketing in Action: Happy 50^th Anniversary Advertising Council
• Fund Raising
• Cause-related Marketing
• Introducing Marketing into Social Sector Organizations
• Personal Computer Exercise
• Key points
• Key Terms
• Issues for Discussion
• Case Application: Winning and Losing at the Lottery
• Career Focus: Consider the Social Sector
• Part VII Case: The Story of Harley-Davidson: Services

• Cost Analysis
• Total Costs and Unit Costs
• Variable, Fixed, and Discretionary Costs
• Break-Even Analysis
• Costs and Marketing Strategy
• Operating (or Profit and Loss) Statement
• Variety in Operating Statements
• Analytical ratios
• Markup Computation
• Markdown Computation
• Stockturn

• Hardware Requirements and Operating Environments
• Hardware Requirements for the MS-DOS Version
• Hardware Requirements for the Macintosh Version
• Printers Supported
• Getting Started
• MS-DOS Environment
• Macintosh Environment
• The First Few Screens
• Using the PC Exercises
• Menus
• The Window Menu
• Selecting a Printer
• When You Are Finished

Interesting, but a bit confusing with the different fonts and the boxes in different colors everywhere. No bedside reading, but a good reference.