[...]... the Findings Step 6: Make the Decision 11 4 11 4 11 4 11 5 Overcoming Barriers t o the Use of Marketing Research Measuring Marketing Productivity Marketing Metrics 11 6 11 6 11 7 MARKETING INSIGHT Seeing the Big Picture and Getting t o the Bottom Line in Marketing 11 7 Measuring Marketing Plan Performance Profitability Analysis Marketinq-Mix M o d e l i n g 3 11 9 12 2 3 12 5 XIII [CONTENTS Forecasting and D e... Value Customer Profitability 14 8 14 9 Measuring Customer Lifetime Value Customer Equity 14 0 14 1 Total Customer Satisfaction Measuring Satisfaction 13 9 15 0 15 1 C u l t i v a t i n g Customer Relationships 15 2 Customer Relationship Management (CRM) MARKETING INSIGHT 15 2 Progress and Priorities in Customer Equity Management 15 3 A t t r a c t i n g , Retaining, and Growing Customers 15 4 M A R K E T I N G M E... Applications Notes 16 9 16 8 Succeeding at CRM 16 5 16 7 CONTENTS Chapter 6 Analyzing Consumer Markets 17 3 W h a t Influences Consumer Behavior? Cultural Factors 17 4 MARKETING INSIGHT Social Factors 17 4 Consumer Trends for the Future 17 6 17 6 MARKETING INSIGHT M a r k e t i n g t o Cultural Market Segments Personal Factors 17 8 18 0 M A R K E T I N G M E M O The A v e r a g e American Consumer Quiz 18 1 Key Psychological... Efficiency Control 715 716 717 Strategic Control 713 719 M A R K E T I N G M E M O Marketing Effectiveness Review Instrument The F u t u r e o f M a r k e t i n g 720 7 21 M A R K E T I N G M E M O Major M a r k e t i n g Weaknesses Summary 726 Applications Notes Appendix Glossary 726 727 A1 G1 Image Credits Name Index C1 11 Company, Brand, and Organization index Subject Index 11 2 14 725 M arketing Management. .. Quiz 18 1 Key Psychological Processes 18 4 Motivation: Freud, Maslow, Herzberg Perception 18 4 18 5 Learning 18 7 Memory 18 7 The Buying Decision Process: The Five-Stage M o d e l Problem Recognition Information Search 19 1 19 1 19 1 Evaluation of Alternatives 19 3 M A R K E T I N G M E M O A p p l y i n g Customer Value Analysis Purchase Decisions 19 6 19 6 Postpurchase Behavior 19 8 O t h e r Theories of Consumer... Customer Is a Committee 608 Catalog Marketing Telemarketing 609 611 Other Media for Direct-Response Marketing Interactive Marketing 612 The Benefits of Interactive Marketing Designing an Attractive W e b Site 613 613 M A R K E T I N G M E M O Just Your Type Placing Ads and Promotion Online E -Marketing Guidelines 614 616 Sales Force Objectives and Strategy Sales Force Size 614 615 D e s i g n i n g t h e Sales... Demand 12 5 12 6 A Vocabulary for Demand Measurement Estimating Current Demand Estimating Future Demand Summary 13 2 13 4 Applications Notes 12 7 13 0 13 5 13 6 PART 3 Connecting with Customers 13 8 Chapter 5 Creating Customer Value, Satisfaction, and Loyalty B u i l d i n g C u s t o m e r Value, Satisfaction, and Loyalty Customer Perceived Value 14 4 14 5 Product and Service Quality Total Quality Management 14 6 14 7... 1 Understanding Marketing Management Chapter 1 Defining Marketing for the 21st Century The I m p o r t a n c e of M a r k e t i n g The Scope of M a r k e t i n g What Is Marketing? 2 3 4 5 5 MARKETING M E M O Marketers' Frequently Asked Questions 6 Exchange and Transactions What Is Marketed? Who Markets? 6 8 10 MARKETING INSIGHT N e w Consumer Capabilities How Business and Marketing Are Changing 11 ... Business and Marketing Are Changing 11 13 M A R K E T I N G M E M O The Ten Rules of Radical M a r k e t i n g C o m p a n y O r i e n t a t i o n s Toward t h e M a r k e t p l a c e The Production Concept The Product Concept The Selling Concept 15 15 15 15 The Marketing Concept 16 The Holistic Marketing Concept MARKETING INSIGHT 16 The Internet A d v a n t a g e 17 F u n d a m e n t a l M a r k e t... Membership Choosing POPs and PODs 311 312 314 315 Creating POPs and PODs 316 i M E M O W r i t i n g a Positioning Statement Differentiation Strategies 310 316 318 MARI E T I N G M E M O How t o Derive Fresh Consumer Insights t o Differentiate Products and Services 318 Product Differentiation 319 Personnel Differentiation Channel Differentiation Image Differentiation 319 320 320 P r o d u c t Life-Cycle . Information 11 4 Step 5: Present the Findings 11 4 Step 6: Make the Decision 11 5 Overcoming Barriers to the Use of Marketing Research 11 6 Measuring Marketing Productivity 11 6 Marketing Metrics 11 7 MARKETING. Positioning 309 Chapter 11 Dealing with Competition 3 41 PART 5 Shaping the Market Offerings 370 Chapter 12 Setting Product Strategy 3 71 Chapter 13 Designing and Managing Services 4 01 Chapter 14 Developing. Herzberg 18 4 Perception 18 5 Learning 18 7 Memory 18 7 The Buying Decision Process: The Five-Stage Model 19 1 Problem Recognition 19 1 Information Search 19 1 Evaluation of Alternatives 19 3 MARKETING