ARKETING An Introduction

FOURTH EDITION

ARKETING An Introduction

Phi lip Kotler / Gary Arrnstrong Northwestern University University of North Carolina

Prentice Hall, Upper Saddle River, New Jersey 07458

Brief Table of Contents

PART 1 UNDERSTANDING MARKETING AND THE MARKETING MANAGEMENT PROCESS

1 MARKETING IN A CHANGING WORLD: CREATING CUSTOMER VALUE AND SATISFACTION

2 STRATEGIC PLANNING AND THE MARKETING PROCESS

PART 2 ANALYZING MARKETING OPPORTUNITIES

3 THE MARKETING ENVIRONMENT 4 MARKETING RESEARCH AND INFORMATION SYSTEMS 5 CONSUMER MARKETS AND CONSUMER BUYER BEHAVIOR 6 BUSINESS MARKETS AND BUSINESS BUYER BEHAVIOR

PART 3 DEVELOPING MARKETING STRATEGY AND THE MARKETING MIX 7 MARKETING SEGMENTATION, TARGETING, AND POSITIONING FOR

COMPETITIVE ADVANTAGE 8 PRODUCT AND SERVICE STRATEGIES 9 NEW-PRODUCT DEVELOPMENT AND LIFE-CYCLE STRATEGIES

10 PRICING CONSIDERATIONS AND STRATEGIES 11 DISTRIBUTION CHANNELS AND LOGISTICS MANAGEMENT 12 RETAILING AND WHOLESALING 13 . INTEGRATED MARKETING COMMUNICATION STRATEGY 14 ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS 15 PERSONAL SELLING AND SALES MANAGEMENT

PART 4 EXTENDING MARKETING 16 THE GLOBAL MARKETPLACE 17 MARKETING AND SOCIETY: SOCIAL RESPONSIBILITY AND

MARKETING ETHICS

APPENDIXES AI 1 MARKETING ARITHMETIC 2 CAREERS IN MARKETING

AUTHOR INDEX COMPANY INDEX SUBJECT INDEX

ix

Contents

PREFACE XXI

PART 1 UNDERSTANDING MARKETING AND THE MARKETING MANAGEMENT PROCESS

1 MARKETING IN A CHANGING WORLD: CREATING CUSTOMER VALUE AND SATISFACTION 1 What Is Marketing? 4

Needs, Wants, and Demands 4, Products 7, Value, Satisfaction, and Quality 7, Exchange, Transactions, and Relationships 10, Markets 13, Marketing 14

Marketing Management 15 Demand Management is, Building Profitable Customer Relationships 15

Marketing Management Philosophies 18 The Production Concept 18, The Product Concept 18, The Selling Concept 19, The Marketing Concept 19, The Societal Marketing Concept 22

Marketing Challenges into the Next Century 24 Growth of Nonprofit Marketing 24, The Information Technology Boom 26, Rapid Globalization 26, The Changing World Economy 27, The Call for More Ethics and Social Responsibility 29, The New Marketing Landscape 30

SUMMARY 31, KEY TERMS 32, QUESTIONS FOR DISCUSSION 32, APPLYING THE CONCEPTS 32, REFERENCES 33

2 STRATEGIC PLANNING AND THE MARKETING PROCESS 35 Strategic Planning 37

Defining the Company Mission 38, Setting Company Objectives and Goals 40

Designing the Business Portfolio 41 Analyzing the Current Business Portfolio 4 t Developing Growth Strategies 43, Planning Functional Strategies 45

Strategic Planning and Small Businesses 47

. XI

00

XII CONTENTS

The Marketing Process 48 Target Consumers 49, Developing the Marketing Mix 51

Managing the Marketing Effort 54 Marketing Analysis 54, Marketing Planning 55, Marketing Implementation 58, Marketing Department Organization 59, Marketing Control 64, The Marketing Environment 64


PART 2 ANALYZING MARKETING OPP.ORTUNITIES

3 THE MARKETiNG ENVIRONMENT 69 The Company's Microenvironment 71

The Company 72, Suppliers 72, Marketing Intermediaries 73, Customers 74, Competitors 74, Publics 75

The Company's Macroenvironment 76 Demographic Environment 76, Economic Environment 82, Natural Environment 83, Technological Environment 86, Political Environment 88, Cultural Environment 93

Responding to the Marketing Environment 97


4 MARKETING RESEARCH AND INFORMATION SYSTEMS 103 The Marketing Information System 106

Assessing Information Needs 106, Developing Information 107, Distributing Information 112

The Marketing Research Process 113 Defining the Problem and Research Objectives 113, Developing the Research Plan 114, Implementing the Research Plan 127, Interpreting and Reporting the Findings 128

Other Marketing Research Considerations 128 Marketing Research in Small Businesses and Nonprofit Organizations 128, International Marketing Research 129, Public Policy and Ethics in Marketing Research 132


... CONTENTS XIII

5 CONSUMER MARKETS AND CONSUMER BUYER BEHAVIOR 137 Model of Consumer Behavior 139

Characteristics Affecting Consumer Behavior 140 Cultural Factors 141, Social Factors 146, Personal Factors 14 7, Psychological Factors 151

The Buyer Decision Process 158 Need Recognition 159, Information Search 160, Evaluation of Alternatives 160, Purchase Decision 162, Postpurchase Behavior 162

The Buyer Decision Process for New Products 163 Stages in the Adoption Process 166, Individual Differences in Innovativeness 166, Influence of Product Characteristics on Rate of Adoption 167

Consumer Behavior Across International Borders 167 SUMMARY 170, KEY TERMS 171, QUESTIONS FOR DISCUSSION 171, APPLYING THE CONCEPTS 171, REFERENCES 172

6 BUSINESS MARKETS AND BUSINESS BUYER BEHAVIOR 175 Business Markets 177

Characteristics of Business Markets 177, A Model of Business Buyer Behavior 179

Business Buyer Behavior 183 Major Types of Buying Situations 183, Participants in the Business Buying Process 184, Major Influences on Business Buyers 186, The Business Buying Process 190

Institutional and Government Markets 193 Institutional Markets 193, Government Markets 193


PART 3 DEVELOPING MARKETING STRATEGY AND THE MARKETING MIX

7 MARKET SEGMENTATION, TARGETING, AND POSITIONING FOR COMPETITNE ADVANTAGE 199 Markets 201

Market Segmentation 202 Bases for Segmenting Consumer Markets 203, Segmenting Business Markets 214, Segmenting International Markets 215, Requirements for Effective Segmentation 217

xiv CONTENTS

Market Targeting 218 Evaluating Market Segments 218, Selecting Market Segments 219

Positioning for Competitive Advantage 223 Positioning Strategies 226, Choosing and Implementing a Positioning Strategy 227 SUMMARY 234, KEY TERMS 234, QUESTIONS FOR DISCUSSION 234, APPLYING THE CONCEPTS 235, REFERENCES 235

8 PRODUCT AND SERVICE STRATEGIES 237 What Is a Product? 239 Product Classifications 241

Consumer Products 241, Industrial Products 242

Individual Product Decisions 243 Product Attributes 243, Branding 247, Packaging 255, Labeling 256, Product-Support. Services 257, Product Decisions and Social Responsibility 258

Product Line Decisions 260 Product Mix Decisions 262 Services Marketing 263

Nature and Characteristics of a Service 265, Marketing Strategies for Service Firms 266

Marketing Organizations, Persons, Places, and Ideas 272 International Product and Services Marketing 274


9 NEW-PRODUCT DEVELOPMENT AND LIFE-CYCLE STRATEGIES 283 New-Product Development Strategy 285

Idea Generation 286, Idea Screening 290, Concept Development and Testing 290, Marketing Strategy Development 292, Business Analysis 294, Product Development 294, Test Marketing 295, Commercialization 296, Speeding Up New-Product Development 297

Product Life-Cycle Strategies 297 Introduction Stage 302, Growth Stage 302, Maturity Stage 303, Decline Stage 304 SUMMARY 307, KEY TERMS 308, QUESTIONS FOR DISCUSSION 308, APPLYING THE CONCEPTS 308, REFERENCES 309

10 PRICING PRODUCTS: PRICING CONSIDERATIONS AND STRATEGIES 309 Factors to Consider When Setting Prices 312

Internal Factors Affecting Pricing Decisions 312, External Factors Affecting Pricing Decisions 316

-

CONTENTS XV

General Pricing Approaches 321 Cost-Based Pricing 322, Value-Based Pricing 325, Competition-Based Pricing 327

New-Product Pricing Strategies 328 Market-Skimming Pricing 330, Market-Penetration Pricing 331

Product-Mix Pricing Strategies 332 Product-Line Pricing 332, Optional-Product Pricing 333, Captive-Product Pricing 333, By-Product Pricing 334, Product-Bundle Pricing 334

Price Adjustment Strategies 334 Discount and Allowance Pricing 335, Segmented Pricing 335, Psychological Pricing 336, Promotional Pricing 337, Geographical Pricing 338, International Pricing 339

Price Changes 340 Initiating Price Changes 340, Responding to Price Changes 343 SUMMARY 346, KEY TERMS 347, QUESTIONS FOR DISCUSSION 348, APPLYING THE CONCEPTS 348, REFERENCES 349

11 DISTRIBUTION CHANNELS AND LOGISTICS MANAGEMENT 351 The Nature of Distribution Channels 354

Why Are Marketing Intermediaries Used? 354, Distribution Channel Functions 354, Number of Channel Levels 356 '

Channel Behavior and Organization 357 Channel Behavior 358, Vertical Marketing Systems 359, Horizontal Marketing Systems 364, Hybrid Marketing Systems 365

Channel Design Decisions 368 Analyzing Consumer Service Needs 368, Setting the Channel Objectives and Constraints 369, Identifying Major Alternatives 370, Evaluating the Major Alternatives 372, Designing International Distribution Channels 373

Channel Managenient Decisions 374 Selecting Channel Members 374, Motivating Channel Members 375, Evaluating Channel Members 375

Physical Distribution and Logistics Management 377 Nature and Importance of Physical Distribution and Marketing Logistics 378, Goals of the Logistics System 379, Major Logistics Functions 380, Integrated Logistics Management 385 SUMMARY 388, KEY TERMS 388, QUESTIONS FOR DISCUSSION 389, APPLYING THE CONCEPTS 389, REFERENCES 389

12 RETAILING AND WHOLESALING 391 Retailing 393 Store Retailing 393

Amount of Service 393, Product Line 395, Relative Prices 397, Retail Organizations 399

xvi CONTENTS

Nonstore Retailing 401 Direct Marketing 401, Direct Selling 405, Automatic Vending 406

Retailer Marketing Decisions 406 Target Market and Positioning Decision 407, Product Assortment and Services Decision 407, Price Decision 411, Promotion Decision 412, Place Decision 412

The Future of Retailing 413

Wholesaling 415

Types of Wholesalers 415

Wholesaler Marketing Decisions 418 Target Market and Positioning Decision 418

Marketing Mix Decisions 419

Trends in Wholesaling 420 SUMMARY 421, KEY TERMS 422, QUESTIONS FOR DISCUSSION 422, APPLYING THE CONCEPTS 423, REFERENCES 423

13 INTEGRATED MARKETING COMMUNICATION STRATEGY 425 Steps in Developing Effective Communication 429

Identifying the Target Audience 429, Determining the Response Sought 429, Choosing a Message 430, Choosing Media 432, Collecting Feedback 434

Setting the Total Promotion Budget and Mix 435 Setting the Total Promotion Budget 436 Setting the Promotion Mix 437

The Changing Face of Marketing Communications 442 The Changing Communications Environment 442, Growth of Direct Marketing 444, Integrated Marketing Communications 449

Socially Responsible Marketing Communication 450 Advertising 450, Personal Selling 452, Direct Marketing 454


14 ADVERTISING, SALES PROMOTION, AND PUBLIC RELATIONS 459 Advertising 461

Major Decisions in Advertising 462 Setting Objectives 463, Setting the Advertising Budget 464, Advertising Strategy 465, Advertising Evaluation 474, Organizing for Advertising 475, International Advertising Decisions 476

Sales Promotion 477 Rapid Growth of Sales Promotion 478, Setting Sales-Promotion Objectives 479, Selecting Sales-Promotion Tools 479, Developing the Sales-Promotion Program 485

CONTENTS xvii

Public Relations 485 Major Public Relations Tools 488, Major Public Relations Decisions 488


15 PERSONAL SELLING AND SALES MANAGEMENT 495 The Role of Personal Selling 497

The Nature of Personal Selling 497, The Role of the Sales Force 499

Managing the Sales Force 500 Designing Sales-Force Strategy and Structure 500, Recruiting and Selecting Salespeople 504, Training Salespeople 507, Compensating Salespeople 509, Supervising Salespeople 511, Evaluating Salespeople 514

Principles of Personal Selling 515 The Personal Selling Process 515, Steps in the Selling Process 516, Relationship Marketing 518


PART 4 EXTENDING MARKETING

16 THE GLOBAL MARKETPLACE 525 Global Marketing into the Twenty-First Century 527

Looking at the Global Marketing Environment 529 The International Trade System 530, Economic Environment 534, Political-Legal Environment 535, Cultural Environment 536

Deciding Whether to Go International 537

Deciding Which Markets to Enter 538

Deciding How to Enter the Market 539 Exporting 539, Joint Venturing 542, Direct Investment 544

Deciding on the Global Marketing Program 544 Product 545, Promotion 546, Price 548, Distribution Channels 549

Deciding on the Global Marketing Organization 550


xviii CONTENTS

17 MARKETING AND SOCIETY: SOCIAL RESPONSIBILITY AND MARKETING ETHICS 555 Social Criticisms of Marketing 557

Marketing's Impact on Individual Consumers 557, High Prices 557, Marketing's Impact on Society as a Whole 564, Marketing's Impact on Other Businesses 567

Citizen and Public Actions to Regulate Marketing 568 Consumerism 568, Environmentalism 570, Public Actions to Regulate Marketing 574

Business Actions toward Socially Responsible Marketing 574 Enlightened Marketing 575, Marketing Ethics 578


VIDEO CASES Cl 1. Patagonia: Aiming for No Growth Cl 2. The MlAlRlC Group: Talking to Customers C3 3. DHL Worldwide Express C4 4. Rollerblade: The Asphalt Is Calling C6 5. Terra Chips: Eat Your Veggies! C8 6. Mountain Travel Sobek: All Over the World C10 7. Mall of America: The Ultimate Destination for Fun C12 8. Ritz-Carlton: Simply the Best C14 9. MTV: Think Globally, Act Locally C16

10. Lands' End: Enticing Customers "Out Our Way" C18

COMPANY CASES C2l

1. DoorGuard: Trying to Make a Dent in the Market C21 2. Trap-Ease America: The Big Cheese of Mousetraps C24 3. JCPenney: Doing It Right C26 4. ACT I: Feeling out the Appliance Controls Market C28 5. Shiseido: Rethinking the Future C31 6. ACT 11: Controlling an Industrial Market C34 7. Quaker Oats: Dousing the Competition C38 8. City Year: Running a Nonprofit Like a Business C41 9. Polaroid: Taking Vision to the Marketplace C44

10. Silverado Jewelry: A Pricing Paradox C47 11. Icon Acoustics: Bypassing Tradition C49 12. Sam's Club: Bulking Up for Competition C51 13. Avon: A Promotional Strategy Makeover C54 14. Burger King: Searching for the Right Message C56

· CONTENTS XIX

15. IBM: Restructuring the Sales Force C59 16. Hardee's: Marketing in South Korea C61 17. The Case of Planned Obsolescence C64

APPENDIX 1 MARKETING ARITHMETIC Al

APPENDIX 2 CAREERS IN MARKETING A9

ACKNOWLEDGMENT OF ILLUSTRATION AIl

COMPANY/BRAND NAME INDEX 11

NAME INDEX III

SUBJECT INDEX 117

-

Company/Brand Name Index

Aadvantage, 480 ABB, 501-502 Absolut, 467 Accelerator, 294 ACE,400 Acu-POLL, 289 Adidas, 249 Adidas Gazelles, 138 ADI Technology Corporation, 194 Adtrack, 108 Advanced Micro Devices (AMD), 180 Advertising Council of America, 274 Advil,157 Aero, 210 Afterthoughts, 401 Aim, 226, 248 Airborne, 8 Ajee, 238 Alka-Seltzer, 473 All-Bran, 144 AlIen-Bradley Company, 297 Allied Signal, 540 AllSport, C39 AlIstate, 270 Allston Beat, 70 B. Altman, 414 Alugard, 250 American Airlines, 309-311, 345,

480,541,568 American Association of Advertising

Agencies, 564, 565 American Association of Zoological

Parks and Aquariums, 98 American Dental Association, 434 American Express, 16, 98, 153, 165,

175,208,226,275,434,446, 464

American Marketing Association, 133 American Marketing Association

Code of Ethics, 580-581 American Red Cross, 98 American Society for Clinical

Oncology, 322

American Society for Quality Control, 9

American Standard, 466 America Online, 448 America's Original Sports Bar, CB America West, 310 AmeriCorps, C42 Amfax America, 509 Ammirati and Puris/Lintas, C58 Amway, 356 Anheuser-Busch, 221, 247, 283, C23 Ann Taylor, 70, 253 A&P, 361, 378-379, 394 Apple Centers, 526 Apple Computer, 28, 252, 331, 447,

525-527, C17 Apple Computer Japan, 526-527 Appliance Control Technology

(ACT), C28-31, C34-37 Applied Microdontics, 289 Apriori,272 Aquatred, 352 Arbitron Company, 117 Archer Daniels Midland (ADM),

546,577-578 Ariel, 199,200,203,255,263 Ariel Future, 294 Armakleen, 225 Armex, 225 Arm & Hammer, 224-225, 226 Armourcote, 447 Armour Star, 41 Armstrong, 351 Army Gear, 367 Arrow Electronics, 387 Arthritis Foundation Pain Reliever,

24 Associated Dry Goods, 398 Associated Grocers, 363, 400 Associated Press, 109 Association of Home Appliance

Manufacturers, C28-29 AST,181

Athlete's Foot, 394 AT&T, 8,9,27, 39, 85, 88, 94, 165,

230,249,260,362,446,455, 462,567

AT&T Phone Centers, 362, 363 Audi,287 AutoShades, C22-23 Avis, 226, 364, 464, 470 Avon, 111,262,285-286,356,370,

393,405,446,C54-56 A&W, 52

Babson College Retailing Research Club, C52

Baccarat, 164 Bailey Controls, 387 Bain & Company, C42 Bain de Soleil, 263 Banana Republic Travel and Safari

Clothing Company, 70, 445 Bandai Company, 77 Band-Aids, 576 Band-Aid Sesame Street Bandages,

207 Bank of Boston, C42 Bank One, 228 Bank Street College of Education, 99 Banner, 199 Barat College, 109, 575 Barbasol, 226 Barbie Doll, 169, 252, 292-293,

410 Barnes & Noble, 150,410 BASF Wyandotte, 250 Baskin-Robbins, 483, 528 Batman, 252 Bausch & Lomb, 341 Baxter International, 185, 501 Bayer, 527 Beale, J. Howard, 279 L. L. Bean, 16, 17,21-22 Beautiful,238 BehaviorScan, 120-121,465

11

12 INDEXES

Bell Atlantic Network Services, 508-509

Bell Laboratories, 88 Benetton,387 Bentley, 51 Benton Ltd., C5 Best Products, 393, 395, 399 Better Business Bureau, 248, 559 Betty Crocker, 177, 470 Bic, 110,254 Bick's,318 Bigfoot, 223 Big Mac, 21, 217, 249, 339, C58 Bijan's, 411 Bill Blass, 27, 251 Binney & Smith Company, 302-303 BJ's Wholesale Club, 395 Black Cons Converse, 138 Black & Decker, 94, 96, 103-104,

105,169,246-247,249, 296-297,335,478,546,548

Black Flag, 133 Blockbuster Video, 449, 479-480 Bloomingdale's, 327, 410, 414, 446,

CB BMW, 150,224,226,249,470 BMW 528e, 287 The Body Shop, 394 Boeing, 162, 177, 339, 498, 528 Boeing 737, 16 Bold, 199, 200 Bold 3, 263 Bold Liquid, 200 Books 'R' Us, 386 Bose,246 Boston Consulting Group (BCG),

41,42 Boston Market, 124, 435 Bounce, 199 Boy Scouts of America, 98 E. J. Brach, 371 BrainJam,94 BrainReserve, 94 Bran Buds, 547 Branden's, 392 Brand Name Fashion Outlet, 398 BrandRenewal, 94 Braniff, 345 Braun,246 Bridgestone, 351, 352 Bristol-Meyers Squibb, 323 British Airways, 19, 267 Brookstone, 410, C23 Brother Industries, 526

Brunswick, 204 BSB Worldwide, 153 Budweiser, 473, 542 Bugle Boy, 153 Bugs Bunny, 252 Buick,50 Buick Park Avenue, 203, 329 Builders Square, 104 Bulova Watch Company, 538 Burdines, 414 Burger King, 20,109,231,329,

364,370, C56- 58, C61 Burlington Coat Factory, 448 Burlington Coat Factory Warehouse,

398 Busy Body's Helper, 264 Butternut, 199

Cabbage Patch, 299 Cadillac, 152, 224, 257 Caffeine-Free Coke, 53, 201 Cajun, 203, 204 California Cafe, CB Calvin Klein, 251 Cama~61, 199,226,263,344 Camp bell Qualified Supplier

Program, 191 Campbell Soup Company, 46-47,

62-63,115-116,191,203, 204,230,248,249,256,326, 340,364,371,441,473,501, 546,570

Camp bell Vendor Seminar, 191 A. J. Canfield's Diet Chocolate

Fudge Soda, 52 Canon, 261, 313,320-321 Cap'n Crunch, 483 Captiva, C46 CarMax Auto Superstores, 316-317 Carnation, 528, 567 Carrefour, 251, 276, 394 Carters, 398 Cascade, 263 Caterpillar, 528 CB Drug, C24 Ceran, 232-233 Certified Grocers, 361, 363 Champs Sports, 401 Channel Home Centers, 104 Chapel of Love, CB Charles of the Ritz, 326 Charlie,237-238 Charmin, 199 Chase Manhattan Bank, 209

Checkout Direct, 482 Cheer, 199, 224, 263 Cheer Free, 200 Cheerios, 177,247 Cheer with Color Guard, 200 Cherry Coke, 53, 201, 253 Chevrolet, 152,243 Chewy, 293 Chex, C62 Chicago Bulls, 146 Chicken McN ugget, 21 Children s Advertising Review Unit,

220 Children's Hospital Medical Center,

98 Chilton Research, 153 Chiodo Candy Company, 371 Chips Ahoy, 251 Chiquita,247 Christian Dior, 534 Chrysler, 85, 109, 132, 146,462 Chuck Taylor Converse, 138 Church & Dwight, 224-225 Ciara,238 Ciba Corning, 246 Cifra,543 Circle K, 394 Circuit City, 316-317, 366, 394 Citibank, 94, 252 Citibank VISA, 39, 226 Citicorp, 59, 98- 100, 582 Citrus Hill, 263 City Year, C41-43 Cleveland Metroparks Zoo, 426 Climax Portable Tools, 504 Clorox,45, 254, 283, 480 CNN Airport Network, 473 Coach, 70 Coast, 199, 263 Coca-Cola Company, 3, 27, 27,

52-53,113,114-115, 143, 165,168-169,175,180,201, 210,215,248,249,283,358, 364,371,438,459-461,462, 464,527,528,538,542,544, 545,546,547,572,C17, C39-40

Coke, 5, 156,217,226,253,368, 459-461,477,544,545,547, 550

Coke Classic, 27, 53,114,201,459 Coke 11, 53,114 Colgate, 213, 225, 255-256, 259,

528

Colgate Junior, 221 Colgate-Palmolive, 63, 221, 294 Colt 45, 221 Comet, 547 Commuter Channel, 473 Compaq Computer Corporation, 61,

314,315,331-332,381,477 Compaq Prolinea, 314 Complete, 199, 263 CompuServe, 109,448 ConAgra, 252 Concorde, 146 Connecticut General Life, 229 Conrad-Johnson, C49 Consumer Product Safety

Commission, 88, 89,260 Consumers Union, 562 Contac,555 Continental, 310-311, 351 Converse, 69, 70, 80, 139 Converse All-Stars, 69, 139 Converse Jack Purcells, 70, 80, 139 Converse One Stars, 138 Converse Pro Leathers, 139 Coors Brewing Company, 24, 547,

C62 Corning,528 Costco,414 Costco Wholesale Clubs, C52 Council of American Survey

Research Organizations, 133 Courtyard, 262 Craftsman, 248, 250, 255 Crayola, 302-303 Crayola Kids, 303 Crayola Markers, 303 Crayola Washable Crayons, 303 Crazy Eddie, 316 Creative Artists Agency (CAA),

459- 461 Credit Suisse, 73 Crest, 199,205,213,226,230,263,

361,431,434-435,470 Crisco, 199 A. T. Cross, 169,548 Crown Bookstores, 394 Crystal Pepsi, 231 Cub Foods, 421 Cumberland Packing, 434 Cutty Sark, 482 Cyrix,180

Daffy Duck, 252 Daimler-Benz,536

COMPANY /BRAND NAME INDEX 13

Dairy Queen, CB B. Dalton Booksellers, 401, 488 Dannon,253 D'Arcy, Masius, Benton, & Bowles,

150 Dash, 199,200,263 Dawn, 63, 199,263 Days Inns, 434 Day ton-Hudson, 366, 400, 401 DD2 Metro Channel, C17 Dell, 181,331-332 Delta Airlines, 126,227,310 Deluxe,228 Denquel, 199,263 Destination, 253 Deutsche Bank, 275 Dexter, 395 DHL Worldwide Express, C4-6 Diablo VT, 487 Dial Corp., 41 Dial Media, 447 Dialog, 109 Diamond, 416 Diehard, 248, 250 Diesel, 153, 217 Diet Coke, 53, 70, 124, 201 Diet Pep si, 124 Digital Equipment Corporation, C60 Direct Marketing Association, 447 Discman, 301 Wait Disney Company, 21, 39,40,

58,59,175,229,248,249,252, 271,275,446,462,542,543

Disney World, 6, 397, C45 Dobbs,41 Dockers, 36,44, C27 Doc Martens, 153,217 Dodge Colt, 27 Dodge Intrepid, 146 Dole, 247 Domino's Pizza, 403, 473 Donkey Kong Country, 445 Donnelly Corporation, 47 Donnelly Demographics, 109 DoorGuard, C21-23 Dow Chemical Company, 85, 182,

572 Downy, 199 Dow Plastics, 182 Dr. Js, 138 Drackett Company, 255 Drano,255 Dr Brown's Cream Soda, 52 Dream Makers, 303

Dreft,199,200,263 Dr Pepper, 52, 358 Dual System (DSD), 258-259 Duck Head, 209 Dun & Bradstreet, 507 Dun & Bradstreet Financial Profiles

and Company Reports, 109 Dun & Bradstreet Information

Services, 129 Duncan Hines, 152-153 Dunhill, 150 Dunkin Donuts, 561 Du Pont, 27,88,177,182,319,

499,503

Eagle Vision, 146 Eastman Chemical Company,

495-496 Eastman Kodak Company, 195,

211,248,249,250,333,344, 470, 501,527, 528,C16- 17

Easy-Off, 248 EatOutIn, 264 Eau de Gucci, 562 Econo Lodge, 313 Eddie Bauer, 252 Edge, 255 Edsel,283 Egg McMuffin, 21 Electrolux, 255, 405, 437, 547 The Electronic Yellow Pages, 109 Elite, 210 Enco,248 Entenmann's,561 Environmental Defense Fund, 573 Equal, 435 The Equitable, C42 Era, 199,200,263,575 Ergamisol, 322-323 Esprit, 399 Eternity, 238 Etonic,431 Eurobases, 109 Euroscope, 109 Every Day, 547 Every Night Shampoo, 546-547 Evitol,547 Express, 407 Express Bar, 326 Extra-Value Meals, 328 Exxon,27,214,248,546

Face Fantasies, 401 Fairbanks Trucking Company, 362

14 INDEXES

Fairfield Inn, 262 Fallon McElligott, 475 Family Dollar, 209 EA.O. Schwartz, 410, 411 Faygo,52 Fayva,400 Federal Express, 3, 8, 9, 13, 271,

283,353 Federated Department Stores, 398 FedEx Ship, 13 Feminina, 36, 546 Filene's Basement, 395, 398, C13 Fingerhut, 404-405 Firestone, 351, 528 501 jeans, 36 Fleming Companies, Inc., 418, 421 Fleurs de Jontue, 238 Flintstones, 252 Foghorn Leghorn, 252 Folger's, 79, 199,293,361,477 Food Lion, 394 Foot Locker, 401 Ford Motor Company, 10,27, 50,

53,109,212,252,283,333, 353,358,462,528,529,544

Ford Explorer, 252 Ford Model T, 18 The Ford Playhouse, C13 Ford Taurus, 52, 111,246,248,

297,298,477 Formica, 250 Four Seasons Hotel, 17 Frame Scene, 401 Freestyle, C39 Frigidaire, 255, C34 Frito-Lay, 108,255, 305,440 Fritos,473 Frosted Flakes, 476 Fruit of the Loom, 253, 254 Fuji,344 Fujitsu, 244 Fuji USA, 403 Fuller Brush Company, 405 Funtime,344 Future Electronics, 387 FutureFocus, 94

Gain, 199,200, 263 Gaines,435 Gallo,362-363,470 Gallup Management Consulting,

519-520 Galoob Toys, 367 The Gap, 70,253, C27

GapKids,77 Gardener's Paradise, C13 Garfield the Cat, 252, 470 Garfinkel's, 414 Gateway, 331-332 Gateway Federal, 481 Gatlin Brothers Music City, C13 Gatorade, 226, 433, 435, 473, 555,

C38-40 Gatorade Light, C39 General Cinema, C13, C42 General Dynamics, 582 General Electric, 11, 19, 27, 229,

250,262,271,329,353,364, 372,375,376,380,387,446, 449,473,528,582,C34

General Electric Answer Center, 164-165

General Electric Direct Connect, 376 General Electric Video Products

Division, 285 General Foods, 546, 561,567 General Mills, 177,247,250,365,

480,567 General Motors, 17,22,27,30,50,

88,109,175,178,202-203, 222,288,292,313,327,333, 341,358,432,462,547

General Tire, 351 Georgia-Pacific, 486 Georgio Armani, 487 GE Plastics, 182 Gerber, 555-556 Gerber Helpline, 165 Giant Food Stores, 362 Gibson,255 Gillette, 110, 168-169,246,293,

333,365,441,506 Ginsu,447 Girl Scouts of America, 24, 40, 98 Glade, 255 Glaxo,323 Gleam, 199 Gleem, 263, 361 Global Motors Inc., 536 GMC,239 Golden Ribbon Playthings, 221 Gold Medal, 177 Golf Mountain, C13 Good Neighbor Award, 451 Goodyear Tire & Rubber Company,

177,195,351-353,359,536 GrandTravel, 144 Granite Rock Company, 9

Granola Dipps, 293 Great Starts, 326 Great Value, 250 Greyhound, 41 GTE,447 Gucci, 251, 339, 549 Guess, 238 Gulfstream Aerospace, 175-176,

185 Guy Laroche, 537

Haagen-Daz,95 Haggar Apparel Company, 386 Hallmark, 302, 452-453, 474 Hallmark Gold Crown Card, 453 Jialston, 251 Hampton Inns, 203, 207 Hanes,470 Hanover House, 445 Hardee's, C57, C61-63 Harley-Davidson, 252, 481, 549 Harley Owners Group (HOG), 481 Harris Bank, 270 Harvest Burgers, 577-578 Hasbro,366 K. Hattori, 365 Hawaiian Punch, 480 Head & Shoulders, 199 Healthy Choice, 252 Hechingers, 164, C24 Hefty, 328 G. Heileman Brewing, 220-221 Heineken, 546 H. J. Heinz, 230, 254,318 Helene Curtis, 546 Helping Hand, 98 Herald Square Stationers, 401 Herman Miller, 572-573 Hershey Foods, 220, 249, 250 Hertz, 157,226, 364,464 Heublein, 336 Hewlett-Packard, 11, 59, 60-61,

214,259,313,452 Hidden Valley, 480 High Point, 199 Hilton,543 Hitachi, 249 Hit or Miss, 395 Hoffman-La Roche, 94 Holiday Express, 326 Holiday Inn, 326, 364, 393, 402 Homart,255 Home Depot, 1-2,3, 16, 39,214,

271,331,386,394,558

Home Shopping Channel (HSN), 447

Home Shopping Mall, 447 Honda,27,47,157-158,210,253,

549 Honda Civic, 5, 226 Houston Effler & Partners Inc.,

69-71 H&R Block, 239, 365, 397 Huggy Bean, 221 Hunt Club, C27 Hyatt,230 Hyatt Gold Passport Program, 480 Hyatt Legal Services, 365

lAC Advertising Group, 541 IBM, 22,27, 40, 175, 180, 181,

214,228,229,248,250, 331-332,341,353,358, 365-366,367,448,481,506, 506-507, 527,528,546, C59-60

IBM PS/2, 375 I Can't Believe It's Not Butter, 248 Icon Acoustics, C49-51 IKEA,391-392 Independent Grocers Alliance (IGA),

363,400 Infiniti, 430 Infini ty, 332 Information Resources, Inc. (IRI),

108,116,117,118,120-121 InfoScan, 118 Intel, 180-181,244,330-331 IntelliChoice, 329 International Minerals and Chemical

Corporation, 40 Iron City, 149-150 ITT,30 Ivory, 63, 199, 253, 263, 361 Ivory Liquid, 263 Ivory Snow, 199,200,263

Jacqueline Ferrar, C27 Jaguar, 51, 228 Japanese Barbie, 169 Japanese Ladies' Professional Golf

Association, 526 Japan Personal Computer Software

Association (JPSA), 526 Japan Tobacco, Inc., 542 JCPenney, 19,35, 143, 358, 386,

393,394,401,445,447, C26-28

Jeep, 473 Jell-O, 250, 546 Jell-O Pudding, 470 Jell-O Pudding Pops, 473 Jewel Food Stores, 251, 394 Jif, 99, 469 Jif Children's Education Fund, 99 Jiffy Lube, 400, 402 Jinro-Coors Brewing, C62 John Hancock Mutual Life

Insurance Company, 506, 580

Johnson Controls, 314-315 Johnson & Johnson, 23, 98-99,

207,226,301,322,447,462, 486,576,C17

S. C. Johnson & Son, 255 Jolly Green Giant, 470 Jontue, 238, 469 Jo~63, 199,238,263,342,344 Junkyard, C13 Just Tires, 352

KanjiTalk, 526 Kao Company, 288 Kawasaki,549 Kellogg, 144, 168-169,249,250,

252,434,476,477,546,547, 548,567

Kelly-Springfield, 352 Kelvinator, 255 Ken-L Ration, 435, 482 Kenmore, 250, 255 Keyport Life Insurance, C43 Kids 'R' Us, 77, 78 King's Medical Company, 48

-Kinney Shoe Stores, 401 Kirin,542 Kirk's, 199,263 Kleenex, 249, 250 Kmart, 2, 214, 250, 262, 275, 352,

358,380,393,394,396,407, 409, 414-415, 447, 504, C24, C52

Knott's Berry Farm, 411 Knott's Camp Snoopy, C13 Knuckleheads Comedy Club, C13 Kodak. See Eastman Kodak

Company Kodak Royal Gold Film, 333 Kraft Foods, 63, 364, 441, 449,

567 Kroger,394 Kubota, C5

COMPANY /BRAND NAME INDEX IS

LA, 283 Lada, 150 Lady Borden, 542 Lamar Savings Bank of Texas, 364 Lamborghini, 487 Land's End, 356 Landor Associates, 249 Lands' End, C18-20 Lane Bryant, 407, 410 Laneco,421 La Tour d'Argent, 188 Lava, 199,263 LearnRight Corporation, 402 The Leftorium, C13 Lego, 410, 411 Lego Group, 77 LEGO Imagination Center, C13 Leo Burnett, 475 Lerner,407 Leukemia Society of America, 98 Lever 2000, 230-231,294,480 Lever Brothers, 225, 230-231, 480,

575 Lever USA, 294 Levi's, 250, 339, 340, 549 Levi Strauss & Co., 28, 35-37,

43-44,99,153,204-205,217, 386, 398, 541, 546, C17

Lexus, 27, 374 Life Savers, 254 The Limited, 407, 410 Limited Express, 407 Limited Too, 407 Lincoln, 263 Linens 'N' Things, C13 Liquid Cascade, 199 Liquid Tide, 256, 263, 575 Little Caesar's, 470 Little Golden Books, 386 Liz Claiborne, 395, 399 Lladro,481 Loblaw, 250-251 Loehmann~,395,398,410

Logitech, 290 Looney Tunes, 251, 252 Lord & Taylor, 398 Love My Carpet, 248 Lucky Charms, 247 Lumen, C50 Luvs, 199, 344 Lyric Opera Company, 24

Macintosh, 217, 525-526 MacNeal Hospital Cancer Center, 322

16 INDEXES

Macy's, 394, 414, C13 Mad Man Muntz, 316 Magellan Systems, C11 Makro,276 Mall of America, 411, 413, C12-14 MJAlRJC Group, C3-4 March of Dimes, 431 MarketWare Corp., 291 Marlboro, 150, 248, 470, 542 Marriott Honored Guest Program,

480 Marriott Hotels, 3, 6, 19,21,261,

262,265-266,271,483 Marriott Marquis, 262 Marshall Field, 394 Mary Kay Cosmetics, 111,405 Maryland Club, 199 Maserati, 466 MasterCard, 99, 252, 275, 473 Matsushita, 27, 249, 255 Mattel Toys, 77, 169, 292-293 Max Clubs, 395 Maxwell House, 470 Maxx, C39 May, 394 Mayo Comprehensive Cancer

Center,322 May tag, 372, C34 Mazda, 27, 51, 208 Mazda MX-3, 208 MCA Universal, 447 McCann-Erickson,459-461 McCann-Erikson London, 150 McCulloch,358 McDLT,294 McDonald's Corporation, 3, 20-21,

40, 85, 109, 120, 142, 143, 144,169,208,220,229,230, 231,248,249,271,272,294, 326,328,339,364,370,372, 400,402,433,448,528,545, 546,572,C57,C58,C61,C62

McDonald's Hamburger University, 20-21

McFamily, 448 MCI,506-507 McKesson Corporation, 229,

420-421 McNeil Consumer Products, 24 Megalac, 224 Meijer's, 394 Meiji Milk Products, 542 Meineke Mufflers, 400 Mellow Yellow, 53

Mercedes-Benz, 5, 51, 217, 224, 248,249,430,527

Merck, 229, 323 Mercury Sable, 297 Meredith Corporation, 443 Merrill Lynch, 270 Mervyn's,401 The Message Center, 159 Metasys,315 Metropolitan Learning Alliance, C13 Michelin, 351, 352 Michelob, 247 Michigan Frog, 252 Micron, C51 Microsoft, 40, 59, 567 Midas,353 Midcal Aluminum Co., 362 Mighty Morphin Power Rangers, 77 Mikasa,395 Millennium, C51 Miller Brewing, C62 Miller Genuine Draft, 448 Miller High Life, 344 Miller Lite, 212 Milliken & Company, 229 Minolta Corporation, 161-162,

320,473,519,526 Minute Maid, 53, 201 Mister Donut, 546 Mist Stick, 547 Mitsubishi, 526 Mobil,328 Monogram, 262 Monsanto,546 Montgomery Ward, 352 Morris the 9 Lives Cat, 470 Moscow Children s Fund, 21 Motel 6, 313, 528 Mothers Against Drunk Driving

(MADD), 95, 98 Moto Photo, 403 Motorola, 9, 11,27,177,230,

244-245,260,528 Mountain Dew Sport (MDS), C39 Mountain Travel Sobek, C10-12 Mr. Clean, 199 MTV, 28,153, C16-17 MTV Asia, 28, C17 MTV Europe, 28 MTV Japan, 28, C17 MTV Latino, 28 MTV South Africa, C17 Muppets, 252 Mylanta,470

Nabisco, 251, 252, 567 Nabisco Oreo Chocolate Cones, 289 NAPA,353 National, 249, 255 National Association of Wholesaler

Distributors, 421 National Cash Register Company,

546 National Council for Social Studies,

451 National Dairy Board, 469 National Hardware Show, C24 National Industrial Bicycle

Company, 205 National Parent Teachers

Association, 98 • National Safety Council, 98

National Science Teachers Association, 451

Nat Schwartz & Company (NS&C), 506

NBC,249 NCR,181 NCR Japan, 526 NEC, 244, 525, 526 Neiman Marcus, 164,208, 337,

395,446,C9 Nemo, 366 Nescafe, 364 Nestea,364 Nestle, 27, 249, 364, 365, 479, 527,

545,567 New Coke, 113, 114-115,283 New Wave Computing, 61 Nexis,109 Nextage Shanghai Tower, 276 NFL, 252, C40 Nielsen Marketing Research, 108,

117,129 Nielsen Media Research, 119 Nike, 137-139, 180,217,222,260,

433,434,540,C17,C27 Niko~ 151, 155, 156,161- 162,

320-321 Nine Inch Nails, 70 Nintendo, 366, 445 99 Lives, 95 Nissan, 94, 429-430 Nivea,249 Nordstrom, 17,21,59,327,394,

395, C13 Norelco, 527 Norfolk Southern, 273 Northern Reflections, 401

North Face, C11 Northwest Airlines, 310, 426 Norton Company, 507-508 Norwegian Cruise Lines (NCL),

481 Nova, 547 Noxell,567 Noxzema,263 Nubrush Anti-Bacterial Toothbrush

Spray, 289-290 Nucor Corporation, 323-324 Nuprin,157 NutraSweet, 578 Nynex,582

Obsession, 238 Occidental Petroleum Company,

536 Office Depot, 275, 366 Ogilvy & Mather, 475 Ohio Arts, 367 Oil of Olay, 199,263 OK Soda, 70 Olestra, 578 Olivetti,27 Opium, 238 Oral-B,339 Oriental Land Company, 542, 543 Oscar de la Renta, 238 Oshkosh Truck, 222 Oshman Supersports USA, 411,

CB Owens-Corning,511-512 Oxydol, 199,200,263

PACE, C52 Pacific Bell, 159 Pacific Telesis, 213-214 PageNet,213-214 PaineWebber, 12 Pak 'N Pay, 396 Palmolive Optims, 294 Pampers, 199,448,473 Pampers Phases, 294 Panasonic, 205, 249, 255, 527 Pantene, 199 Parker Pen Company, 326, 477 Parsec, C50 Passion, 230, 238 Patagonia, Cl-2 Pathmark, 250 Pathmark Super Centers, 396 Peanuts, 252 Peanuts Gang, CB

Peerless Paper Company, 338-339 Pentax,320 Pentium, 181,331 Pepsi, 27, 52,114-115,217,226,

433,434,459,473,536,541, 547,550, C17

PepsiCo, 28, 124,201,249, 328, 462,538-539,C39

Pep si Max, 217 Perdue,227 Personal Harbor, 119 Personalized Services, 264 Personal Pair, 204-205 Pert, 199, 361 Pet, 547 Peterbilt, 186 Petsmart,394 Pfizer, 88 Philip Morris, 249, 462, 567 Philips, 249, 296, 546 Pierre Cardin, 251 Pillsbury, 152, 165,230,252,293,

528 Pillsbury Oreo Bars Baking Mix,

252 Pirelli, 351 Pitney Bowes, 313 Pizza Hut, 223, 353, 400, 474, 538 Pizza Inn, 358 Planet Hollywood, C13 Planet Previa, CB PIa x, 435 Pledge, 255 Polaroid, 231, 283, 333, 374,471,

C44-47 Polarvision, 231, 283 Pontiac, 157, 208 Pontiac Fiero, 11 Porsche, 110,224,249 Post-it Notes, 282 Postscript, 526 Pottery Barn, 400 Power, 294 PowerAde, C39-40 PowerMaster,220-221 Powersource: The Information

Network for Serious Do-ItYourselfers, 104

Prell, 199, 361 Premier Cruise Lines, 41 President's Choice Decadent

Chocolate Chip Cookie, 250-251

Price Club, 414, C51


Price Company, C52 Price-Costco, 395, 399, C52 Procter & Gamble, 21, 28, 58-59,

61,63,99,143,199-200,203, 205,208,222,225,228,249, 253,254,255,257,262-263, 293-295,305,344,360-361, 364,371,375,385,386, 434-435,441,447,448,462, 470,478,480,488,499,504, 506, 541, 567, 575, 578, C17

Prodigy, 448 Pro Keds, 138 Provigo,421 Prudential, 230, 506 Psychic Friends, 447 Publishers' Clearing House, 488 Publix,394 Puffs, 248 Pulsar, 254 Puma Swedes, 138 Purex,41 Puritan, 199 Pyrca,394

Quaker Oats, 230, 434-435, 446, 482, 546, 567, C38-40

Quality Value Channel (QVC), 447

Quantum, 103-104 Quasar, 255

Rado,534 Ragu,448 Raid, 255 Rainforest Cafe, CB Raintree, 263 Raleigh Bicycles, 446 Ralph Lauren, 395 Ralston-Purina, 56, 98, C62 Ramada Hotels, 209 Ramada Inns, 209, 364 Ramada Limited, 209 Ramada Plaza, 209 Ramada Renaissance, 209 Ranchero, 204 Raytheon, C34 RCA, 283, 528 Recipe, 473 Recycled Paper Products, 222 Red Cross, 242 Red RoofInns, 51, 313 Reebok,137-138,448,540,C17 Reese's Peanut Butter Puffs, 250

18 INDEXES

Relais Bebe, 479 Relska,336 Remy Martin, 150 Residence Inn, 96 Revlon, 39, 237-238, 239, 326,

437,447,469,567 R. ]. Reynolds, 220, 283, 567,

C23 Rhone Poulenc, 225 Rice Krispies, 546 Rich's, 414 Richard Saunders Inc., 289 Richardson-Vicks, 567 Rite Aid, 250, 361 Ritz-Carlton Hotel Company, 3,

12-13,205,228,239,266, 268- 269,271,C14-16

RJRfNabisco, 63, 441 Roadway Express, 383, 384 Rockwell, 195 Rolex, 243, 330, 331 Rollerblade, Inc., C6-8 Rolls-Royce, 242, 243, 249, 371,

372,547 Rolm,507 Roper Starch, 130 Rose Art Industries, 250 Royal Silk, 446 Rubbermaid, 94, 352 Rubik's Cube, 299 Ruffles, 238

Safeguard, 199,263 Safeway, 182,361,364,394,396,

C24 St. john's Bay, C27 St. Mary's Medical Center, 24 Saks Fifth Avenue, 275, 394, 410,

446, C9 Salvation Army, 24 Sam's American Choice, 250 Sam's Club, 395, 399, 543,

C51-53 Samsung,27 Sam's Warehouse, 222 Saturn, 13, 51 Saucony Jazz 3000,562 Save-A-Lot, 421 Save Our Society (S.O.S.), 95 Schaefer~,212,470

Schick, 365 Schott, 232-233 Schwinn Bicycle Company, 548 Scotchgard, 282

Scotch Tape, 250, 281 O. M. Scott, 39 Scott's,421 Scoundrel, 238 Sears, 11,22,30,35,82,143,144,

250,255,327,351,352-353, 357,362,393,394,407,408, 409,438,445,446,447,448, 462,469, 480, 543, 578, C13, C35

Sears Best Customer Program, 480 Secret, 199,208, 263 Sega of America, 153 Seiko, 249, 254, 365 Seiko Lasalle, 254 Selecta Vision, 283 Sentry Hardwares, 363, 400 Service Merchandise, 393, 395, 399,

C13 7-Eleven, 394,400,402 7-Up, 52,226,470 SGD International, 536 Shaq Attack, 137-138 Sharp, 261, 313, 526 Sharper Image, 445, C23 Shasta,52 Shaw Industries, 293 Shearson-Lehman Hutton, 329 Shell Oil, 480, 560 Ship 'n Shore, 398 Shiseido, C31-33 Shop 'n Save, 421 Siemens, 27 Sientel, 168-169 Signode Corporation, 215 Silience, 168-169 Silkience, 168-169 Silverado Jewelry Store, C47-48 Simmons Market Research Bureau,

117 Simplesse, 578 Simpsons, 252 Singapore Airlines, 11,40,229 Singer, 356 Sizzler International, C61-62 Skin-So-Soft,285-286 Skippy,540 Smart Shoppers Club, 481 Smirnoff, 150, 336 Snapper, 332, 381 Snapple, 368 Snuggles, 248 Sobek Expeditions, C10 Software Sportswear, 205

Soho Natural Soda, 52, 222 Sol~ 199,200,224,575 Solo flex, 445 Solvay,225 Somnus,446 Son~3,27,215,239,240,248,

249,253,262,301,339,342, 437,464,514,527,541

Sony Walkman, 169 Southwest Airlines, 16,266, 310,

425,426-427 Southwestern, 405 Southwestern Bell, 213-214 Soyance, 168-169 Speas Farm, 263 Special Olympics, 98, 99, 488 Spectra, C45 Speedy Gonzales, 252 Spic & Span, 199,248 Spiegel, 107-108,445,446,447 Sportmart,392 Spree, 210 Sprint, 541 Sprite, 53 Squirt, 52 SRI, 149 Stafford, C27 Standard Oil, 567 Standard Oil of New Jersey, 248 Staples, 394 StarBase Omega, C13 State Farm, 451 Steelcase, 118-119,214- 215,230,

246 Steuben, 231 Stokely-Van Camp, 567, C38-39 Stolichnaya, 536 Stop-N-Go, 394, 396, 397 Stop & Shop, 360 Storage Dimensions, 272 Structure, 407 Subaru,224 Subway Sandwiches and Salads,

400,402-403 Sub Zero, 243 Summit, 199,486 Sun Apparel, 69, 70 Sundown, 473 Sunkist, 247, 248, 416 Sun-Maid, 416 Sun Microsystems, 61 Sunny Delight, 263 Suntory, 249, C39 Supercuts,239

Super Kmart Centers, 394, 396 Super Shell, 560 SuperValu, 360, 421 Sure, 199, 263 Survey Research Malaysia, 150 Suzuki Samurai, 562 Sweet 'N Low, 434 Swift, 546

Tab, 53, 201 Taco Bell, 17, 326, 328 TacoTime, CB Takara,169 Takashimaya, 249 Tall Men, 394 Tang, 98 Target, 394, 409, 504 Tasmanian Devil, 252 TBWA,467 Technics, 255 Tectonic Industries, 496 TelShop, 447 10-K, C39 Tender Sender, 264 Terra Chips, C8-10 Tetley,24 Texas Instruments (TI), 18,283,

582 Texsun,263 3D Systems, 290 3M Company, 39, 85, 163,262,

281-282,528,541,572 Tide, 199,200,212,224,248,255,

263,361,575 Tide with Bleach, 200 Timberland Company, 138, 153,

C43 Timex,330,331,371,469 T.]. maxx, 395, 398, 411, 412 TJX Cos., 395, 398 Tokyo Disneyland, 542, 543 Top Job, 199 Toro, 381 Toshiba, 244, 526 Tostitos Restaurant Style Tortilla

Chips, 305 Total, 247 Tower Records, 400 Townsend Hampton Inn, 207 Toy Manufacturers Association,

367 Toyota, 8, 27, 27,51, 132, 163,

207,249,284,374,447,527 Toyota Supra, 287

Toyota Tercel, 224 Toys 'R' Us, 28, 78,275,364,

366-367,386,392,394,412 Trans World Airlines (TWA), 310 Trap-Ease America, C24-25 Travelers',270 TrendBank, 94 Trident, 435 Triples, 480 Tropic Tan, 263 True Value Hardware, 250, 363,

400 Tupperware, 356, 405 Twin City Diner, CB Tyco Toys, 367 Tylenol, 23, 486, 555

Underwater World, 411 Unforgettable, 238 Unilever, 249, 294 Uninhibited, 230, 238 Uniroyal Goodrich, 351 United Airlines, 541 U.S. Power Plant, 502 United States Surgical Corporation

(USSC),285 U.S. Time Company, 371 United Way, 470 Universal Studios, 528 UPS, 8, 13 Uptown,220 Urban Outfitters, 119 US Air, 310

Valentino,534 Valley View Center Mall, 481 Value Club of America, 447 Vanish, 255 Vernor's Ginger Ale, 52-53 VF Corporation, 387 VFW Coffee, 24 Victoria's Secret, 70,407 Victoria Station, 230 Vidal Sassoon, 199 Vidal Sassoon Wash & Go, 478 Video Town Launderette, 95 Vin & Sprit AB, 467 VISA, 252, 275, 464,469 Visionary Shopper, 291 Vlasic,318 Volkswagen, 249 Volvo, 226, 227, 230 Vons,394 Vosper Thornycraft, 222


Waldenbooks,481 Walkman, 262,301 Wal-Mart, 2,3,6,21,27,39,46,

59,75,104,204,212,214, 222,229,250,275,327,331, 352,356,361,364,366,375, 381,386,386-387,393,393, 394,396,407,408- 409, 414-415,504,531,543,558, 568,573

Wal-Mart Supercenters, 222, 394, 543

]. Waiter Thompson, 475 Warner Brothers, 251, 252 Warner-Lambert, 462 WD-40 Company, 285, 286-287 Weatherbeater, 250 Wellington Environmental

Consulting and Construction, 48

Wendy's, 20, 328,402, C57, C58, C61

Western Auto, 363, 400 Western Publishing Group, 386 Westinghouse,255 Westin Stamford, 231 Wheaties, 247 Whirlpool Corporation, 228,

257,372,387,545,583, C34

White, 255 White Linen, 238, 247 Whopper, C57 Wildheart,238 Wilson Sporting Goods, 499 Windex,255 Wine Growers of California,

489 Winn-Dixie, 394 Winter Hill, 263 Wisk,575 Wolfschmidt, 336 Wondra,263 F. W. Woolworth, 400, 401 World Book, 405 Worthington, C27 WPP Group, 475 Wrangler, 352, 387 Wrigley Dental Programs, 435

Xerox, 9, 39,111,177,191,261, 499,506-507,528

Xerox Multinational Supplier Quality Survey, 191

110 INDEXES

Yankelovich,93 Yaohan,276 YMCA, 24 Young & Rubicam, C18 Youth Dew, 238 Yugo,536

Zaks,367 Zanussi,255 Zap Mail, 283

Zenith Data Systems, 22, 181 Zest, 199,263

Name Index

Aaker, David A., 68, 279 Abraham, Magid, 121,492 Abrams, Bill, 279 Achrol, Ravi S., 68 Aho, Debra, 136 Alba, Joseph W., 279 Albrecht, Karl, 34, 173 Andelman, David A., 458 Anderson, Erin, 197 Anderson, James C, 197,280, 390 Andreasen, Alan R., 33, 585 Ansoff, H. Igor, 68 Anyane-Ntow, Kwanena, 553 Armstrong, Larry, 493 Arnold, Stephen J., C53 Arnott, Nancy, 99, 181, 182,233,

509,585 Auchmute, Jim, 458 Axelrad, Norman D., 403

Badenhausen, Kurt, 279 Bailey, Scott, C4 Baker, Richard A., 582 Banerjee, Ashish, 169,553 Barlow, Richard G., 481 Barrett, Amy, 424 Bartimo, Jim, 135 Batres, Roberto E., 553 Batson, Bryan, 541 Beard, Christel, 136 Beatty, David R., 279 Bell, Judith, 585 Bencin, Richard L., 458, 522 Benezra, Karen, 33 Bennett, Peter D., 457 Bentley, Diana, 135 Berrigan, John, 236 Berry, Jon, 307, 349, 458 Berry, Leonard L., 280 Bertrand, Kate, 181 Best, J. Ward, 245 Bharadwaj, Sundar G., 169, 553 Bhat, Subodh, 279

Biemesderfer, David, C8 Blake, Dan, 349 Bloch, Peter H., 279 Block, Valerie, C53 Bloom, Paul N., 585 Bolles, Richard, A13 Bonoma, Thomas V., 197 Boudette, Neal, 349 Boutilier, Robert, 172 Bowersox, Donald J., 390 Boyle, Rosemarie, 21 Brandenburg, Kathleen, 249 Brandt, Richard, 181 Braus, Patricia, 102 Bremner, Brian, 236, 405 Brewer, Geoffrey, 68, 520, 522, 541,

C61 Brierty, Edward G., 197 Brokaw, Leslie, 48 Broniarczyk, Susan M., 279 Brown, Glen M., 493 Brown, Kevin, 249 Brown, Shona L., 297, 307 Brown, Stephen, 423

'Bryant, Adam, 349 Buckley, J. Taylor, 423 Buell, Barbara, 61 Burlin, Bonnie Maria, 585 Burnett, John, 467 Burns, Greg, 21 Burrows, Peter, 553 Butler, Charles, 457 Button, Graham, 33 Buzzell, Robert D., 390 Byrne, John A., 553, 585

Calfee, David L., 68 Caminiti, Susan, 135, 297, 367,

423 Campanelli, Melissa, 102, 172,349,

390,522 Camrass, Roger, 553 Cannie, Joan K., 34

Capel, Perri, 522 Carey, John, 102 Carnegie, Dale, 515 Caruso, Thomas E., 33 Castelli, Jim, 458 Castleberry, Stephen B., 523 Cateora, Philip R., 172, 349, 390,

492,553 Center, Alien H., 493 Cespedes, Frank V., 390, 522 Chaing, Katherine S., 135 Chakravarty, Subrata N., C47 Chandler, Susan, 453, 458 Chanil, Debra, C53 Charlier, Marj, C63 Chase, Marilyn, 323 Christiansen, Mike, 303 Chu, Weyien, 197 Clancy, Kevin J., 33, 307 Clash, James M., C12 Cleland, Kim, 34, 279, 458 Cobb, Nathan, 102 Cody, Jennifer, C33 Cohen, Andy, 33, 523 Cole, Catherine, 280 Coleman, Brian, C6 Coleman, Lynn G., 522 Coleman, Richard P., 145 Collins, James C, 68 Conlin, Joseph, 507, 522 Connellan, Thomas K., 34 Cook, Victor J., 213 Cooper, M. Bixby, 197 Cooper, Robert G., 307 Corey, E. Raymond, 390 Corfman, Kim P., 172 Cortez, John P., 473 Cosier, Richard A., 585 Cotter, Terry, C53 Coupland, Douglas, 81 Cowles, Deborah, 197 Coy, Peter, 102 Crain, Ranee, 63

111

112 INDEXES

Crispell, Diane, 102, 136 Cronin, J. Joseph, Jr., 280 Crosby, Lawrence A., 197 Cross, Richard, 34, 458 Crossen, Cynthia, 136 Cuneo, Alice Z., 68, 205 Curry, David J., 172 Cutler, Laurel, 235 Cutlip, Scott M., 493 Czinkota, Michael R., 280

Dagnoli,Judann,361,585 Dalgleish, Julie Gordon, 33 Dalton, Dan R., 585 Darcy, Audrey M., C53 Darlin, Damon, C63 Daugherty, Patricia J., 197 David, Gregory E., 307 Davidson, D. Kirk, 221 Davies, Barry, 424 Davis, Joel J., 585 Davis, Riccardo A., 172, 225 Davis, Robert A., 522 Day, George S., 307 DeGorge, Gail, C58 Delgado, Dora, C6 DeNitto, Emily, 279, 423 DePaulo, Peter J., 136 Deshpande, Rohit, 136 Deutschman, Alan, 61 Dewar, Robert, 63 Diamond, S. J., 279 Dibb, Sally, 236 Dolan, Robert J., 349 Do Rosario, Louise, C33 Doyle, Step hen X., 522 Dreyfack, Kenneth, 102 Dreze, Xavier, 349 Droge, Cornelia, 197 Drucker, Peter, 24 Duff, Christina, C41 Dumaine, Brian, 68, 111, 349 Durkin, Amy, 367

Earle II1, Ralph, 585 Ebert, Ronald J., 585 Edelson, Sharon, 423 Eisenhardt, Kathleen M., 297, 307 EI-Ansary, Adell., 367, 389 Elliot, Stuart, 173 Emerson, Ralph Waldo, 33 Endicott, R. Craig, 423 Engardio, Pete, 553 Englis, Basil G., 173

Enis, Ben M., 522 Enrico, Dottie, 492 Eovaldi, Thomas L., 102,346,458 Epperson, Wallace, Jr., 392 Erickson, Gary M., 349 Erickson, Julie Liesse, 435 Erramilli, M. Krishna, 390 Etzel, Michael J., 173, 585 Evans, Kenneth R., 197 Everett, Martin, 458, 509, 522

Faltermayer, Edmund, 553 Farber, Barry, 33, 280, 520, 522 Faris, Charles W., 197 Farquhar, Peter H., 279 Farrell, Christopher, 102,349 Fawcett, Adrienne Ward, 102, 307 Festinger, Leon, 173 Fierman, Jaclyn, 33, 390, 523 Finkbeiner, Carl, 236 Fisher, Anne B., 102, 585 Fisher, Christy, 34, 172, 409, 423,

541 Fites, Donald V., 390 Fitzgerald, Kate, 279, 367, 423,

453,458 Flax, Steven, 111 Flynn, Julia, C58 Ford, John B., 172 Forest, Stephanie, 423 Forsyth, Julie N., C28 Fox, Karen, 33 Francese, Peter, 102 Frank, Sergey, 189,553 Freedman, David H., 157 Freedman, Robert J., 522 Freeman, Laurie, 172,236,435 Freud, Sigmund, 151 Frey, William H., 102 Frorichs, George, 403 Fuchsberg, Gilbert, 68 Fullerton, Ronald A., 63

Gabriel, Trip, C56 Gaiter, Dorothy J., 221 Galagan, Patricia A., C16 Gantman, Geri, 458, 522 Garfield, Bob, 492, C58 Garvin, David A., 11 Gaski, John E, 585 Gatignon, Hubert, 173 Gibson, Richard, 165, C41 Gilbert, Nathaniel, 553 Ginter, Peter M., C41

Glazer, Rashi, 135 Gleason, Mark, 492 Glenn, Norval D., 585 Goldman, Debra, 172 Goldman, Kevin, 492, C58 Goll, Sally D., 102 Goodfellow, Matthew, 522 Gopalakrishna, Srinath, 493 Gordon, Howard, 403 Gottlieb, Daniel, 197 Graves, Jacqueline M., 458 Green, Howard L., 424 Green, Waiter E., 280 Greising, David, 33, 197,235,279,

457 Greyser, Stephen A., 585 Griffin, Ricky E., 585 Griffith, Rodney L., 236 Griggs, Robyn, 523 Gross, Neil, 553 Grossman, Laurie M., 423 Grossmann, John, 307 Gunter, Toddi, C10

Hackney, Holt, 349 Haddigan, Michael, 111 Hafner, Katherine M., 390 Hagedorn, Homer E, 297 Hager, Bruce, 111,235 Hahn, John, 287 Hall, Robert E., 33 Hamermesh, Richard G., 68 Han, Julia Y., 279 Harbrecht, Douglas, 553, 585 Harding, David, 279 Hardle, Bruce G. S., 279 Harris, Leslie M., 136 Hart, Christopher W. L., 280 Harte, Susan, 189,553 Harvey, Santhi c., 553 Hawkins, Dell., 136 Hayes, Tom, 280 Hays, Laurie, C61 Hazel, Debra, 423 Heather, Rebecca Piirto, 136 Heely, James A., 585, C66 Heide, Jan B., 390 Helin, David W., 547 Hendricks, Mark,S 85 Henkoff, Ronald, 11,33,245,280,

390,423 Henthorne, Tony L., 172 Heskett, James L., 280 Hill, Don, 197

Hilton, Andrew, 533, 553 Hirsch, James S., 349 Hoch, Stephen]., 349 Hof, Robert D., 61, 181 Hoffman, Richard c., 390 Hofstede, Geert, 173 Holak, Susan L., 279 Holden, Reed K., 346, 349 Holstein, William J., 553 Honomichi, Jack, 115, 121, 136 Horton, Cleveland, 236 Horvat, Andrew, C63 Huey, John, 102, 197, 390,409 Hughes, James W., 102 Hwang, Suein L., C33, C56 Hyatt, Joshua, 67

Ijiri, Yuji, 279 Ingrassia, Lawrence, 307

Jabbonsky, Larry, 492 Jacknis, Marty, 390 Jackson, Tom, A13 Jacob, Rahul, 17, 197,269,279 Jain, Subhash c., 136, 236, 390 Janah, Monua, C63 Janofsky, Michael, 317 Javetski, Bill, 533 Jaworski, Bernard]., 33 J ensen, J eff, 172 Johansson, Johnny K., 349 Johnson, Bradley, 68, 181 Johnson, Sam T., 523 Jones, Carolyn M., 197 Jones, John Philip, 441 Jones, Peter, 424 Jones, Thomas 0., 33,280

Kagan, Cara, C33 Kanner, Bernice, 279 Kanter, Rosabeth Moss, C43 Kanuk, Leslie Lazar, 172, 236 Kashani, Kamran, 169,553 Keenan, William, Jr., 522 Keiningham, Timothy L., 33, 279 Keller, Kevin Lane, 279 Kelley, Bill, 17, 329, 458, 509, 522 Kelly, Keith J., 473 Kelly, Kevin, 307,458 Kenny, David, 280 Kerwin, Kathleen, 111,297,553 Kessler, Felix, 585 Keveney, Susan M., 280 Key, Wilson Bryan, 156, 157

Khan, Mir Maqbool Alam, 173, 553 Khazei, Alan, C41-43 Khermouch, Gerry, C41, C47 Kilmer, James V., 279 Kim, Byung-Do, 349 Kim, Junu Bryan, 458, 467 Kim, Peter, 279 King, Mike, 323 Kirk, Margaret 0., 303 Kirkpatrick, David, 349,458 Kleinschmidt, Elko J., 307 Kohli, Ajay K., 33, 197 Koller, Philip, 48 Kotler, Philip, 33, 68, 102, 136, 307,

458 Kraar, Louis, 553 Krafft, Susan, 349 Kratz, Steve, 390 Kuntz, Mary, 423, 458 Kupfer, Andrew, 553

Labich, Kenneth, 423, 457, 585 Landau, Nilly, 280 Landler, Mark, 136 Lane, W. Ronald, 458, 493 Lang, Joan, 423 Larsen, Jan, 236 LaTour, Michael S., 172 Lauterborn, Robert E, 458 Lavin, Douglas, 317 Lawrence, Jennifer, 235, 307, 361,

435,457,492 Lawrence, Steve, 235 Lee, John Y., 349 Lefton, Terry, 33, 135,279,493 Letscher, Martin G., 307 Lev, Michael, 492 Levin, Gary, 102,405,458,467,

481,492, C58 Levine, Daniel S., 61,236 Levitt, Theodore, 33, 169, 560, 585 Levy, Sidney, 403 Lieberman, Martin, 279 Lilien, Gary L., 136,493 Lin, Joseph T., C33 Linden, Fabian, 102 Linneman, Robert E., 235 Lipman, Joanne, 121 Litvan, Laura M., 197 Lodish, Leonard M., 121,279,492 Longino, Charles E, 102 Longo, Don, 423 Loro, Laura, 236,423 Loveman, Gary W., 280

NAME INDEX 113

Low, George S., 63 Lucas, George H., Jr., 522 Lynn, Jacquelyn, 172

Machan, Dyan, 423 Madigan, Kathleen, 349 Magee, John E, 585 Magiera, Marcy, 492 Magnet, Myron, 68, 173, 390,423 Magrath, Allan J., 390 Main, Jeremy, 111,307 Maital, Shlomo, 390 Malkin, Elisabeth, 553 Mallory, Maria, 221 Mandese, Joe, 458, 492 Marcom, John, C6 Maremont, Mark, 236 Martin, Justin, 136 Martin, Kathy, 473 Maslow, Abraham, 151, 152-154,

173 Mason, Julie c., C56 Matson, Melvin R., 197 May, Eleanor G., 423, 424 Maynard, Roberta, 205 McCarthy, E. Jerome, 68 McCarthy, Michael J., 136, 157,

C41 McDonald, Gael, 68 McDowell, Edwin, 33, 269 McKee, Bradford, 68 McKnight, Gail, 21 McLaughlin, Laurie, 423 McLean, Ronald A. N ., 585 McNair, Malcolm P., 423 McNeal, James U., 102 McWilliams, Gary, 61 Meagher, James P., 225 Meeks, Fleming, C2 Menasco, Michael B., 172 Mendosa, Rick, 522 Meyer, Christopher, 507 Meyers, Gerald c., 585 Milbank, Dana, 389 Miller, Annetta, 153, 173 Miller, Cyndee, 11,33,34,99, 102,

153,172,221,235,236,279, 279,458,473,481,533,541, 553

Mindak, William, 213 Mintzberg, Henry, 68, C47 Mitchell, Russell, 307 Mittal, Vanwari, 585 Mogelonsky, Marcia, 279

114 INDEXES

Moin, David, C28 Moncrief Ill, William C., 522 Monk, Nina, 67 Monroe, Kent B., 349 Montgomery, Alan L., 349 Moore, Martha T., 33 Moore, Thomas, 102 Moore, Timothy E., 157 Moorman, Christine, 136 Moorthy, Sridhar, 136 Moran, Ursala, 390 Morgan, Bradford W., 329 Morgenson, Gretchen, 423 Moriarty, Rowland T., 236, 390,

523 Moriarty, Sandra, 467 Morris, Betsy, 249 Morris, Eugene, 172 Morrison, Bradley G., 33 Moukheiber, Zina, 423, C28 Muldoon, Katie, 458 Mulhern, Francis J., 172 Murgenbagen, Paul a, 280 Murray, Keith B., 173 Myers, Gerry, 235

Nagle, Thomas T., 346, 349 Naisbitt, John, 26, 34, 135 Namakforoosh, Naghi, 136 Narus, James A., 197,280, 390 Narver, John c., 68 Nash, Laura, 68 Nayak, P. Ranganath, 585 Neal, Mollie, 585 Neff, Jack, 361 Neff, Robert, 553 Nersesian, Roy L., 585, C66 Neufeld, Arline, 172 Nonaka, Ikujiro, 297 Norman, James R., 585 Normann, Richard, 68 Norris, Eileen, 405 Nulty, Peter, 225, 389

O'Brian, Bridget, 349 Oetting, Rudy, 458, 522 Ogando, Joseph, 291 Ogiba, Edward E, 307 o hmae, Kenichi, 553 O'Malley, Sharon, 102 Oneal, Michael, 172, 553 Onkvisit, Sak, 307 Ono, Yumiko, C56 O'Regan, Rob, C61

O'Reilly, Brian, 102 Ortega, Bob, C28 Ortmeyer, Gwen, 390 Oster, Patrick, 279, 553 Ottman, Jacquelyn, 102,573

Paine, Lynn Sharp, 585 Pal, John, 424 Paley, Norton, 135, 136, 236, 349 Palmer, Adrian, 280 Parasuraman, A., 280, 522 Pare, Terence P., 135 Partlow, Charles G., C16 Peppers, Don, 33, 205, 269 Pereira, Joseph, C47 Perrin, Noel, 307 Pesmen, Sandra, 585 Peters, Thomas]., 60, 61, 68, 236 Phillips, Kent, 390 Piirto, Rebecca, 153, 172,458, 473 Pine, B. Joseph, 205 Piturro, Marlene, 541 Poe, Edgar Allan, 150 Pogoda, Dianne M., C53 Pol, Louis G., 236 Pollary, Richard W., 585 Popcorn, Faith, 94-95 Porras, Jerry 1., 68 Porter, Michael E., 68, 102,236,

585 Posch, Robert]., 102, 346, 458 Poss, Jane, C47 Power, Christopher, 102,236,307 Preble, John E, 390 Prior, Teri Lammers, 390 Purdy, Christopher, 172 Purk, Mary E., 349

Quelch, John A., 279, 280 Quintanilla, Carl, 165

Rajep.dran, K. N., 349 Ralston, Julie, 11,235,405 Ramirez, Rafael, 68 Rangan, V. Kasturi, 236 Rapoport, Carla, 280 Rath, Gustave, 33 Rebello, Kathy, 553 Reddy, Rinivas K., 279 Reeder, Robert R., 197 Reese, Jennifer, 307 Rehak, Robert, 102,573 Reichheld, Frederick, E, 33 Reitman, Valerie, 361, 541

Ress, C. William, 424 Rice, Faye, 307, 329, 487, 585 Riche, Martha Farnsworth, 172 Richman, Louis S., 297, 553 Richman, Tom, C37 Rickard, Leah, 102, 115, 172,235,

405,423,492,585 Ricks, David A., 547 Ries, AI, 279 Rigney, Melanie, 99, 458 Rink, David R., 307 Robbins, Gary, 390 Roberts, Christopher, 68 Roberts, Dexter, 492 Robertson, Thomas S., 173 Robinson, Patrick]., 197 Robinson, S. Noble, 585 Rodkin, Dennis, 172 Roering, Kenneth J., 68 Rogers, Everett M., 173 Rogers, Martha, 157,205 Ronkainen, Ilkka A., 280 Rose, Frank, 165 Rosenfield, James R., 33 Rossant, John, 553 Rossi, Peter E., 349 Rossman, Marlene L., 236 Rotfeder, Jeffrey, 135 Roth, Kendall, 169, 553 Rothman, Andrea, 349, 522 Royal, Wald E, 165,458 Rubel, Chad, 423, 458 Ruekert, Robert W., 68 Ruggless, Ron, C58 Russell,]. Thomas, 458, 493 Russell, Jack, 11 Rust, Roland T., 33, 165,279

Sager, Ira, C61 Salmon, Waiter J., 424 Salshi-Sangari, Esmail, 197 Saminee, Saeed, 169,553 Samualson, Robert J., 585 Saporito, Bill, 307, 349, 409, 423,

424,553 Sarathy, Ravi, 136 Sasser, W. Earl, Jr., 33, 280 Saunders, John, 173, 236, 291 Schenbelt, Derrick c., 523 Schiffman, Leon G., 172,236 Schifrin, Matthew, C17 Schiller, Zachary, 349, 361, 389,

441 Schlesinger, Leonard A., 280

Schlossberg, Howard, 33, 269, C28 Schrest, Larry J., 280 Schrocer, Rudy, 173 Schroer, James c., 441 Schultz, Don E., 33, 63, 458 Schwartz, David J., 349 Schwartz, Joe, 102,236,458, 573 Schwartz, Judith D., 303 Seideman, Tony, 523 Selinger, Iris Co hen, 492 Sellers, Patricia, 17, 33, 102, 165,

172, 492, 522, C41 Sequeira, Ian, 493 Serafin, Raymond, 172,235, 317,

487 Serwer, Andrew E., 21, 349, 390,

403 Sewell, Charles, 34 Shama, Avraham, 553 Shao, Maria, 67, 553 Sharkey, Betsy, 235 Shaw, John J., 307 Shawchuck, Norman, 33 Shepherd, C. David, 523 Shermach, Kelly, 423 Sherman, Stratford, 61, 329 Shulman, Robert S., 33, 307 Sib bald, Peter, 259 Simkin, Lyndon, 236 Simpson, Andrea L., 189,553 Simpson, Tim, 553 Sir kin, Arlene Farber, 136 Skrovan, Sandra J., 390 Slater, Stanley E, 68 Sloan, Pat, 102,279, C56 Smith, Craig, 99 Smith, Geoffrey, 99, 172 Smith, Geri, 553 Smith, Janet, 34, 458 Smith, Kirk H., 157 Smith, Lee, 280 Smyth, Jeff, 33 Snead, Elizabeth, 172 Snyder, Glenn, 585 Solomon, Michael, 173 Speer, Tibbett L., 172 Spethmann, Betsy, 33, 136, 307 Spiegler, Marc, 33 Spiers, Joseph, 102 Stanley, T. L., 33, 102,249,279 Stanton, John L., Jr., 235 Stanton, William J., 173 Steenhuysen, Julie, 99 Steinberg, Carol, 403

Stephens, Tim, 390 Stern, Aimee L., 522 Stern, Gabrella, 317 Stern, Louis W., 102, 346, 367, 389,

458 Stern, Marilyn, 259 Stern, William, C14 Stevens, Tim, 307 Stevenson, Thomas H., C23 Stewart, Allyson L., 279 Stewart, Doug, 563 Stewart, Thomas A., 135, 307 Stisser, Peter, 102,573 Stoyer, Lloyd, 389 Strand, Patricia, 585 Strauss, Gary, 307, 329 Strom, Stephanie, 349 Subramanian, Bala, 165 Suchecki, Mark, 453 Swan, John E., 307 Swartz, Gordon S., 236 Swayne, Linda E., C41 Sweeney, Daniel, 424 Symonds, William c., 197,553 Szabo, Joan C., 33 Szathmary, Richard, 473, 493 Szymanski, David M., 169, 553

Takeuchi, Hirotaka, 297 Tannenbaum, Stanley I., 458 Tanzer, Andrew, 553, C56 Tate, Nancy Ten, 172 Taylor, Cathy, 249 Taylor, Steven A., 280 Taylor, Thayer c., 458, 523 Teinowitz, Ira, 458 Tellis, Gerard J., 349,492 Terpstra, Vern, 136 Tetzeli, Rick, 135 Therrien, Lois, 11, 33,245,441, C8 Thomas, Paulette, C33 Thornton, Emily, 390, C33 Tigert, Douglas, C53 Toy, Stewart, 582 Toyne, Brian, 553 Trachtenberg, Jeffrey A., C56 Treacy, Michael, 376 Triplett, Tim, 235, 236, 279 Tsiantar, Dody, 153, 173 Tuan, Priscilla, C43 Tull, Donald S., 136 Tully, Shawn, 153,236,323,390,

C17 Tyagi, Pradeep K., 522

NAME INDEX 115

Ullmann, Owen, 553 Underwood, Elaine, C28 Uttal, Bro, 280

Van den Bulte, Christophe, 68 Van der Linde, Claas, 102,585 Van Waterschoot, WaIter, 68 Varadarajan, Rajan, 169,553 Venkatesh, R., 197 Voss, Bristol, 458

Wachman, David S., 467 Waldrop, Judith, 102, 136 Walker, Bruce J., 173 Walker, Chip, 172, 173,279,423 Walker, Orville c., 68 Wall, Richard J., 197 Wallenstein, Andrew, 115 WaIters, Peter G. P., 553 WaItrop, Judith, 458 Warne, Robert W., C63 Wasserman, Robert, 458 Waterman, Robert H., 60, 61, 68 Weber, Joseph, 279,323,390,424,

553 Webster, Frederick E., Jr., 197 Weigand, Robert E., 403 Weiner, Steve, 423 Weitz, Barton, 197 Weitz, Pam, 279, 307 Weitzer, Rick, 136 Welch, Lawrence S., 403 Welles, Edward 0., C2 Wells, Gary D., 280 Wells, Mark, 165 Wells, Melanie, 492, C58 Wells, William, 467 Wentz, Laurel, 307 Westley, Frances, C47 Whalen, Jeanne, C58 White, Joseph B., 329 Whiteley, Richard c., 33, 34, 507,

522 Whitman, David R., 585 Whittemore, Meg, 403 Wieffering, Eric, 573, C14 Wiersema, Fred, 376 Wiesendanger, Betsy, 136 Wiley, Carolyn, 585 Wilke, Michael, 221 Williams, Jerome D., 172,493 Williamson, Debra Aho, 458 Wind, Yoram, 197 Winski, Joseph M., 68, 102, 135

116 INDEXES

Winters, Patricia, 323 Witkowski, Terrence H., 458 Wong, Veronica, 173,236,291 Woodruff, David, 307, 553, 573 Wooley, Benjamin, 291 Woolf, Virginia, 151 Wotruba, Thomas R., 522 Wren, Bruce, 33 Wycoff, joyce, 33, 280 Wylde, Margaret A., 172

Yadav, Manjit 5., 349 Yang, Dori jones, 172, 522, 553 Yip, George 5.,553 Yoder, Stephen K., 553 Yovovich, B. G., 245

Zahorik, Anthony J., 33, 279 Zahra, Shaker A., 111 Zaltman, Gerald, 136, 197 Zapper, Doug, 423

Zbar, jeffery D., 172 Zeithaml, Carl P., 102 Zeithaml, Valerie A., 102,280 Ze11ner, Wendy, 111, 349, C28, C53,

C56 Zemke, Ron, 34, 173 Zetlin, Minda, 197 Zinn, Laura, 172,423,585 Zol1o, Peter, 102 Zukerman, Amy, 11

Subject Index

Accessibility, market segmentation and,217

Account executives, A10 Acquisition, 283, 567-568 Actionability, market segmentation

and, 218 Action-oriented consumer, 149 Action program, 57, 59 Active information search, 160 Adapted marketing mix, 545 Administered VMS, 364 Administrative expenses, A2 Adoption process, 165

product characteristics and, 167 stages, 166

Advertising, 428, 437-438, 461-462

comparison, 464 corporate image, 273 direct-response, 447 evaluation, 474-475 high costs, 558-559 informative, 463, 464 international decisions, 476-477 jobs, A10 organizing, 475-476 outdoor, 472-473 persuasive, 463, 464 reminder, 463, 464 setting budget, 464-465 setting objectives, 463-464 socially responsible, 450-451 strategy, 465-474

Advertising Age, 117,434,455 Advertising agency, 475-476 Advertising allowance, 483 Advertising media, selecting,

470-474 Advertising message, creating,

466-470 Advertising objective, 463-464 Advertising specialties, 482-483 Affordable method, 436

African Americans consumer behavior, 143 percentage of U.S. population, 82

Age, consumer behavior and, 148 Age and life-cycle segmentation,

207-208 Agents, 415, 417, 418 AIDA model, 430 AIO dimensions, 148 Air, product transportation and, 384 Airtruck,385 Akers, John, 40, C59-60 Allowances, 335, 483, A2 Alternative evaluation, 160-162 Analytic ratios, A3-5 Annual call plan, 511 Annual Survey of Manufacturers,

117 Annual territory marketing plans,

514 Anticipatory-based distribution

system, 387 Antimerger Act (1950), 91 Appliance Manufacturer Magazine,

C29 Approach, 517 Art directors, A10 Asian Americans

consumer behavior, 143 percentage of U.S. population, 82

Asian Economic Handbook, 117 Aspirational groups, 146 Atmospheres, 433 Attitudes, 156

consumer behavior and, 155-158 Atwood, Kristen, C42 Audience quality, media vehicles

and,474 Audiovisual materials, public

relations and, 488 Augmented product, 240 Automated warehouse, 381, 382 Automatic vending, 406

Automobile Information Disclosure Act (1958), 91

Avant Guardians, 150 Awareness, buyer readiness and,

429-430

Baby boom, 77-78 Baby boomers, 80-81 Baby boomlet, 77 Bait-and-switch advertising, 451 Baldrige, Malcolm, 10, 191,245,

268, 495, C15 Bangs, Richard, C10 Bargain hunters, 215 Barnett, Lois, 264 Barter, 11, 536 Basing-point pricing, 339 Baum, Gwen, 164 Becker, Sheila, C4 7 -48 Behavioral segmentation, 210-213 Beliefs, 155

brand,161 consumer behavior and, 155-158

Bell, Alexander Graham, 88 Benchmarking, 111 Benefits

financial, 12 social,12

Benefit segmentation, 211-212 Bertone, Tony, 70 Better Homes and Gardens, 443 Binney, Alice, 302 Binney, Edwin, 302 Birth dearth, 77 Bishop, Barry, C10 Black, Duncan, 103 Blank, Arthur, 1-2 Blanket contracts, 192 Booth, MacAllister, C44-45 Bootlegging, 281 Brand,247

manufacturer's, 250-251 private, 250-251

117

118 INDEXES

Brand beliefs, 161 Brand equity, 247-248 Brand extensions, 253-254 Brand image, 161 Branding, 247-255 Brand management, 62-63

jobs, AI0-11 Brand name, 240

selection, 248-250 world's most powerful, 249

Brand sponsor, 250-252 Brand strategy, 252-255 Brand team, 63 Break-even chart, 324 Break-even pricing, 324 Brokers, 415, 417, 418 Brown, Michael, C41-43 Budget

advertising, 464-465 marketing, 57 promotion, 436-437

Bumpies,80 Bush, George, C42 Business

legislation regulating, 88-92 marketing's impact, 567-568

Business analysis, 292 Business buyers, major influences,

186-187 Business buying behavior, 183-193

model, 179-181 types of buying situations,

183-184 Business buying process, 177,

190-193 participants, 184-185

Business etiquette, 188-189 Business Executives, 150 Business markets, 74, 177-182

characteristics, 177-179 segmenting, 214-215

Business portfolio, 41-47 Business portfolio analysis, 41-43 Business-promotion tools, 484 Business Service Centers, 194 Business site marketing, 273-274 Business Statistics, 117 Business Week, 117 Buyback, 536 Buyer decision process, 158-163

alternative evaluation, 160-162 information search, 160 need recognition, 159-160 new products and, 163-167

postpurchase behavior, 162-163 purchase decision, 162

Buyer-readiness stages, 429-430 Buyers' rights, 569 Buying center, 184-185 By-product pricing, 334

Cable television, advertising and, 472-473

Call objectives, 516 Call reports, 514 Capital items, 242 Captive-product pricing, 333-334 Cash-and-carry wholesalers, 416 Cash cow, 42 Cash discount, 335 Cashing out, 94 Cash rebates, 337-338 Cash refund offers, 481-482 Castro, Fidel, 541 Catalog marketing, 445-446 Catalog showrooms, 395, 399 Category killers, 391, 394, 397 Category management, 63 Category team, 63 Causal research, 113-114 Cause-related marketing, 98-99 Census of Manufacturers, 117 Census of Population, 117 Census of Retail Trade, Wholesale

Trade, and Selected Service Industries, 117

Central business districts, 412 Cents-off deals, 482 Chain Store Age, 117 Chain stores, 399-400

corporate, 400 Chameleons, 150 Chang-Hwan, Kim, C62 Channel conflict, 358, 360-361 Channel level, 356-357 Charles, Ray, 124 Checkout scanners, 119 Chief executive officer (CEO),

175- 176 Child Protection Act (1966), 91 China, as marketing frontier,

540-541 Chlorofluorocarbons (CFCs), 225 Chouinard, Yvon, Cl-2 Citizen-action publics, 75 Civil Aeronautics Board (CAB), 89 Clapp, Roger, C44-45 Clayton Act (1914), 90, 345, 377

Clinton, Bill, C42 Closed-end question, 126 Closing, 518 Club marketing programs, 480-481 Cluster marketing, 95 Cluster sample, 125 Co-branding, 250, 252 Cocooning, 94-95 Cognitive dissonance, 163 College Placement Annual, A14 Comer, Gary, C18 Commerce Business Daily, 194 Commercialization, 294-295 Commission merchants, 417 Communication

choosing media, 432- 434 choosing message, 430- 431 collecting feedback, 434- 435 determining response sought,

429-430 identifying target audience, 429 marketing

changing environment, 442- 444

integrated,449-450 socially responsible, 450-455

Communication adaptation, 548 Communication channels

nonpersonal, 432- 433 personal, 432

Communication effects, advertising and,474

Community shopping center, 413 Company

internal environment, 72 macroenvironment, 76-97 microenvironment, 71 - 76

Company characteristics, distribution channels and, 369

Company culture, 59 Company sales force, distribution

channels and, 371 Comparison advertising, 464 Compensation, 536 Competition, 55-56

monopolistic, 318 oligopolistic, 318 pure, 318

Competition-based pricing, 327 Competitive advantage, 227- 231 Competitive-parity method,

436-437 Competitor channels, distribution

channels and, 370

Competitors, 74 new-product ideas and, 286-287 price changes and, 342-343 pricing and, 320-321

Completely automated telephone surveys (CATS), 124

Computer-assisted telephone interviewing (CATI), 123-124, C19

Computer interviewing, 124 Concentrated marketing, 222-223 Concept testing, 289-290 Conformance quality, 243 Confused positioning, 231 Consistency

product differentiation and, 228 product quality and, 243

Consulting services, services differentiation and, 229

Consumer changing spending patterns, 83 marketing'S impact, 557- 564 mature, 144 spending at different income

levels, 84 targeting, 49-51

Consumer behavior characteristics affecting,

140-158 cultural factors and, 141-145 international, 167-170 model,139-140 personal factors and, 147-151 psychological factors and,

151-158 social factors and, 146-147

Consumer buying behavior, 139 Consumer expectations, 162 Consumer Goods Pricing Act

(1975),91 Consumerism, 568-570 Consumer market, 74, 139

segmentation variables, 206 Consumer-oriented marketing, 575 Consumer privacy, marketing

research and, 132 Consumer products, 241 - 242

marketing considerations, 241 Consumer Product Safety Act

(1972),91,260 Consumer promotions, 479 Consumer-promotion tools,

479-483 Consumer relationship building, 479

Consumer Reports, 448,561, 562-563

Consumer service needs, distribution channels and, 368 - 369

Contact methods, 121-124 Containerization, 385 Contests, 483 Continuity, advertising and, 474 Contract, blanket, 192 Contracting, management,

543-544 Contract manufacturing, 543 Contractual VMS, 362-363 Control process, 64 Controls, 58 Convenience products, 242 Convenience samples, 125 Convenience stores, 394, 396 Conventional distribution channel,

359-362 Conventions, 484 Conviction, buyer readiness and,

430 Coppola, Francis, 460 Copy testing, 474 Copywriters, A10 Core beliefs/values, 93 Core product, 239 Corporate chain stores, 400 Corporate-identity materials, public

relations and, 488 Corporate image advertising, 273 Corporate VMS, 362-363 Cos by, Bill, 175 Cossacks, 150 Cost-based pricing, 322-325 Cost of goods sold, A2 Cost-plus pricing, 322- 325 Costs, pricing and, 315 Counterpurchase, 536 Countertrade, 536 Country Home, 443 Country Studies, 117 Coupons, 480-481 Cover letter, A14-15 Crandall, Robert, 345 Crawford, Cindy, 70 Creative concept, 468 Creative selling, 498 Cross-company teams, 386 Cuba, as marketing frontier, 541 Cues, 155 Cultural environment, 93-97 Cultural pollution, 566-567

SUBJECT INDEX 119

Cultural shifts, 141-142 Cultural values

persistence, 93 secondary, shifts, 93 - 97

Culture consumer behavior and,

141 - 142 global marketing and, 536- 537 marketing research and, 130- 131

Current profit maximization, pricing and,313

Customer affairs, jobs, Al l Customer-driven quality, 245 Customer lifetime value, 16- 17 Customer markets, 74 Customer need management, 63 Customer relationships, building

profitable, 15- 17 Customers, new-product ideas and,

285- 286 Customer sales-force structure,

501-502 Customer satisfaction, 8- 9

total,9 Customer-segment pricing, 335 Customer training, services

differentiation and, 229 Customer value, 8 Customer value delivery systems,

46-47, 368- 369 Customized marketing, 202

Dahl, Gary, 299 Dalsey, Adrian, C5 Databases, on line, 109 Dealers' rights, 377 Dean, lames, 36 Death of a Salesman, 498 Deceptive practices, 559-560 Deceptive pricing, 345-346 Decision and reward system, 59 Decker, Alonzo, 103 Decline stage, 302-305 Deficient products, 577 Delivery, services differentiation and,

228 Demand,5

price elasticity, 320 pricing and, 317- 320

Demand curve, 319- 320 Demand management, 15 Demarketing, 15 Demographic environment, 76- 82 Demographic market, 44

120 INDEXES

Demographic segmentation, 207-209

Demographic Yearbook, 117 Demography, 76 Demonstration, 517 Department stores, 394, 395 Derived demand, 178 Descriptive information, 119 Descriptive research, 113-114 Desirable products, 577 DEWKs,80 Dictionary of Occupational Titles,

A14 Dies Committee, 563 Differentiated marketing, 222 DINKs,80 Direct exporting, 542 Direct investment, 544 Direct mail, advertising and, 471 Direct-mail marketing, 444-445 Direct marketing, 401-404,

444-449 socially responsible, 454-455

Direct marketing channel, 356 Directors of retail sales operations,

501 Direct-response advertising, 447 Direct selling, 405-406 Disadvantaged, poor service,

562-564 Discipline, salespeople and, 520 Discounts, 335, 338, 483 Discount stores, 394, 397-398 Display allowance, 483 Distinctive competencies, 40 Distribution, 56

high costs, 557- 558 physical, 377-387 public policy and, 377

Distribution centers, 381-382 Distribution channels, 354-357

behavior, 358-359 consumer service needs and,

368-369 conventional, 359-362 design decisions, 368-374 evaluating alternatives, 372-373 evaluating members, 375-377 functions, 354-355 global marketing and, 549-550 identifying alternatives, 370-372 international, design, 373-374 levels, 356-357 motivating members, 375

multichannel, 365 objectives and constraints,

369-370 responsibilities of members, 372 selecting members, 374-375

Distributor brand, 250 Distributors, 416

new-product ideas and, 287-288 Diversification, 44 Dog, 42 Do-Jt-Yourself Retailing, 104 Donaldson, David, 502 Donner, Richard, 460 Door-to-door retailing, 405-406 Douglas, Michael, C4 Down-aging, 95 Drives, 155 Drop shippers, 416 Dumping, 549 Durability, product differentiation

and, 228 Dyment, Ron, 17 Dyroen-Lancer, Becky, C55 Dzieduszycki, Alex, C8-9

Early adopters, 166 Early majority, 166-167 Earth Day, 572 Earth decade, 84 Earth Summit, 30 Ebony, 107 Economic communities, 531-533 Economic conditions, pricing and,

321 Economic environment, 82-83

business buyers and, 186-187 Economic situation, consumer

behavior and, 148 Economic Survey of Europe, 117 Edison, Thomas, 88 Education, American population

and, 79-80 Egono¥lics,95 Electronic data interchange (EDI),

379, 380, 386, C5 Embargo, 530 Emotional appeals, 430-431 Energy, increased costs, 84-85 Engel, Ernst, 83 Engel's laws, 83 Enlightened marketing, 575 Environmental factors

business buyers and, 186-187 distribution channels and, 370

Environmentalism, 570-573 Environmental management

perspective, 97-100 Environmental Protection Agency

(EPA), 86,89, 111,533 Equal Credit Opportunity Act

(1975),92 Essence, 107 Esteem needs, 153 E Style, 107-108 Ethics

marketing and, 29-30, 92-93, 578-583

marketing research and, 132-133 Ethnic diversity, in United States,

81-82 E~ropa Yearbook, 117 European Commission, 89 European Economic Commission,

194 European Free Trade Association,

215 European Quality Award, 10 European Union (EU), 89,215,259,

531,532-533,571 Evaluation procedure, 161 Everyday low pricing (EDLP), 327 Exchange, 10-11 Exchange controls, 530 Exclusive dealing, 377 Exclusive distribution, 371, 377 Exclusive territories, 377 Executive briefing centers, 507 Executive summary, 55 Expense reports, 514-515 Expenses, A2 Experimental research, 120-121 Exploratory research, 113-114 Export department, 550 Exporting, 539-542

direct, 542 indirect, 541

External stimuli, 159

Factory outlet malls, 398-399 Factory outlets, 395, 398-399 Fads, 299 Fahd, King, 175 Fair Credit Reporting Act (1970),

91 Fair Debt Collection Practice Act

(1978),92 Fair Packaging and Labeling Act

(1966), 91, 257

False wants, 564-565 Family, consumer behavior and,

146-147 Family life cycle, stages, 148 Fantasy adventure, 95 Fashion, 299 Federal Cigarette Labeling and

Advertising Act (1967), 91 Federal Communications

Commission (FCC), 89 Federal Food, Drug, and Cosmetic

Act, 259 Federal Food and Drug Act (1906),

90 Federal Power Commission, 89 Federal Reserve Bulletin, 117 Federal Trade Commission (FTC),

89,346,403,454,560,573 Federal Trade Commission Act

(1914),90,257 Fiber Report, 434 Fighting brand, 254, 344 Financial benefits, 12 Financial intermediaries, 73-74 Financial publics, 75 First, Doug, C19 Fishyback, 385 Fixed costs, 315 Flanker brand, 254 Flintstone, Fred, 434 Fluctuating demand, 178 FOB-origin pricing, 338 Focus-group interviewing, 122- 123 Fokos, Dave, C49-51 Follow-up, 518 Food and Drug Administration

(FDA), 88, 89,257, 322, 555 Forbes, 117 Ford, Henry, 18 Fortress Europe, 532-533 Fortune, 2, 23,104,110,117,487,

567 Forward buying, 360-361 France, business etiquette and, 189 Franchise, 400-401 Franchise organizations, 363-364 Franchiser, 402 Franchising, 402-403 Free goods, 483 Free on board, 338 Free trade zones, 531-533 Freight-absorption pricing, 339 Frequency, advertising media and,

471

Frequency marketing programs (FMPs),480

Fry, Arthur, 282 FTC Improvement Act (1980), 92 Full-line forcing, 377 Full-service retailers, 393-394 Full-service wholesalers, 415, 416 Functional discount, 335 Functional organization, 59-60

Galvanometer, 126 Games, 483 Gault, Stanley, 352 Gender segmentation, 208 General Agreement on Tariffs and

Trade (GATT), 530- 531 General-line wholesalers, 416 General-merchandise wholesalers,

416 General need description, 190 General public, 76 General sales managers, 501 General Services Administration,

194 Generation Xers, 69-71, 81 Gentleman's Quarterly, 474 Geographical markets, 44 Geographical organizations, 60,

550 Geographic pricing, 338-339 Geographic segmentation, 203 - 207 Germany

business etiquette and, 189 environmental quality policies, 86 packaging regulations, 258-259

Gerstner, Louis v., Jr., C59-60 Gillam, Brad, C20 Global firm, 529 Globalization, marketing and,

26-27 Global marketing, 527-529

cultural environment and, 536-537

distribution channels and, 549-550

economic environment and, 534 international trade system,

530-533 language and, 547 organization, 550-551 political-legal environment and,

535-536 price and, 548-549 productand,545-546

SUBJECT INDEX 121

program, 544-551 promotion and, 546-548

Global organizations, 550- 551 The Global Paradox, 26 Global standardization, 168- 169 Going-rate pricing, 327 Golf Digest, 446 Good Housekeeping, 563, C24 Government

intervention in natural resource management, 86

pricing and, 321 product regulation and, 88

Government bureaucracy, global marketing and, 535

Government market, 74, 193- 195 Government Printing Office, 194 Government publics, 75 Great Depression, 393, 568 Green dot, 258-259 Greenhouse effect, 84 Green marketing, 572-573 Griffey, Ken, Jr., C40 Gross margin, A2 Gross margin percentage, A3 Gross sales, Al - 2 Group interviewing, 122 Group of Seven, 216 Groups, consumer behavior and,

146 Growth-share matrix, 42 Growth stage, 300- 301 GRUMPIES, 80 Guides Against Deceptive Pricing,

346

Haar, Ana Maria Fernandez, 541 Hall, Clifford, 104 Handling objections, 518 Harris, Steven, C21 - 23 Harvard Business Review, 117 Health Vantage, 434 Hearst, William Randolph, 563 Heightened attention, 160 Hewlett, Bill, 60 Higa, Ernest, 403 High-Iow pricing, 327 High-pressure selling, 560 Hill, Harold, 498 Hillary, Edmund, C11 Hillblom, Larry, C5 Hispanic Americans

consumer behavior, 142-143 percentage of U.S. population, 82

122 INDEXES

Hogan, Catherine, 508-509 Hog Tales, 481 Holland, National Environmental

Policy Plan, 86 Home shopping channels, 447 Horizontal conflict, 358 Horizontal marketing system,

364-365 House, Marth, C24-25 House Beautiful, 489 House Un-American Activities

Committee, 563 Houston, Doug, 69-70 Howell, William R., C26 Human resources planning, 59 Hutchens, Thomas D., C27 Hybrid marketing channels, 365 Hybrid marketing system, 365-368 Hypermarkets, 394, 397

Idea generation, 284-288 Idea marketing, 274 Idea screening, 288 Image differentiation, competitive

advantage and, 229-230 Impact, advertising media and, 471 INC., Cl Incentives, salespeople and, 513 Income distribution, 83

global marketing and, 534 Income segmentation, 208-209 Income statement, A1 Inconspicuous, 150 Independent off-price retailers, 395,

398 India, consumer legislation, 89 Indirect exporting, 541 Indirect marketing channel, 356 Individual factors, business buyers

and, 187 Individual interviewing, 122 Indonesia, business etiquette and,

189 Industrial Design Excellence Award,

247 Industrial distributors, 416

distribution channels and, 371 Industrial economies, 82, 534 Industrializing economies, 534 Industrial marketing, jobs, All Industrial products, 242-243 Industrial structures, 534 Inelastic demand, 178 Infomercials, 447

Information analysis, 112 Information search, 160 Information Superhighway, 26, 402 Information technology, marketing

and,25 Informative advertising, 463, 464 Innovation, 281 Innovative marketing, 575 Innovativeness, individual differ-

ences, 166-167 Innovators, 166 In Search of Excellence, 60 Inside sales force, 502-504 Installation, services differentiation

and,228 Institutional market, 193 Intangibles, 115 Integrated logistics management,

385-387 Integrated marketing communica-

tions, 449-450 Intelligence gathering, 110-111 Intensive distribution, 371 Intention, 162 Interactive marketing, 267 Intermarket segmentation, 217 Internal marketing, 267 Internal publics, 76 Internal record information,

107-108 Internal stimuli, 159 International Code of Marketing

and Social Research Practice, 132

International Financial Statistics, 117 International marketing

jobs, All manners and, 188-189

International marketing research, 129-131

International markets, 74 segmenting, 215-217

International pricing, 339-340 International Standards

Organization (ISO), 10 International subsidiaries, 550 International Trade Statistics

Yearbook, 117 International trade system, 530-533 Internet, 26, 70, 448 Interpersonal factors, business

buyers and, 187 Interstate Commerce Commission

(ICC),89

Interviewing, 122-124, A15-16 Introduction stage, 300 Inventory, 382 Inventory turnover rate, A4 Investment, A5 Investor relations, 486 ISO 9000, 10, 191 Issues, 57 Italy, business etiquette and, 189

Jackson, Ira, C42 Jackson, Janet, 526 Japan

business etiquette and, 189 distribution channels, 373, 374

Jobbers, 416 Joint ownership, 544 Joint venturing, 542-544 Jordan, Michael, 433, C40 Journal of Consumer Research, 117 Journal of Marketing, 117 Journal of Marketing Research, 117 Journal of the American Medical

Association, 434 Judgment sample, 125 Just-in-time inventory, 382

Kampung Trend-Setters, 150 Keillor, Garrison, C18 Kelleher, Herb, 425-426 Kennedy, John E, 81, 86,568 King, Martin Luther, 81 Klopp, Hap, C11 Knowledge, buyer readiness and,

429-430 Kuptsi,150

Labeling, 256-257 Ladies' Home Journal, 443 Laggards, 167 Land, Edwin, C44 Language, global marketing and,

547 Lanham Trademark Act (1946), 90 Late majority, 167 Learning, 155

consumer behavior and, 155 Le Bon, Leo, C10-11 Ledbetter, Pierce, 334 Legislation, regulating business,

88-92 Leyshon, Wallace c., C28- 29 Licensed brand, 250 Licensing, 251 - 252, 542- 543

Life, 443, 567 Life-cycle stage, consumer behavior

and, 148 Lifestyle, 148

consumer behavior and, 148-150 Lifestyle segmentation, 209-210 Liking, buyer readiness and, 430 Limited-line store, 394 Limited-service retailers, 393 Limited-service wholesalers, 415,

416 Lincoln, Abraham, 86 Line extensions, 253 Lobbying, 486 Local publics, 75 Location

retailing and, 412-413 wholesaling and, 419-420

Location pricing, 336 Logos, 488, 489 Loman, Willy, 498 Look,443 Loss leaders, 337 Loyalty status, market segmentation

and,212-213 Lynch, David, 460 Lynn, Robert, C5

Maastricht Treaty, 533 Macroenvironment, 76-97

cultural environment, 93-97 demographic environment, 76- 82 economic environment, 82-83 natural environment, 83-86 political environment, 88-93 technological environment, 86-88

Magazines, advertising and, 471 Magnuson-Moss Warranty/FTC

Improvement Act (1975), 92, 260

Mail-order wholesalers, 416 Mail questionnaires, 121-122 Malaysia, lifestyle characteristics,

150 Malcolm Baldrige National Quality

Award, 10, 191,245,268,495, C15

Management demand,15 marketing. See Marketing man

agement total quality, 9, 10,244-246

Management by wandering around (MBWA), 60-61

Management contracting, 543-544 Manners, international marketing

and, 188-189 Mantone, Tom, 506 Manufacturer's agency, distribution

channels and, 371 Manufacturer's brand, 250-251 Manufacturers' agents, 417, 418 Manufacturers' and retailers'

branches and offices, 417 Manufacturers' sales branches and

offices, 418 Manufacturer-sponsored retailer

franchise system, 364 Manufacturer-sponsored wholesaler

franchise system, 364 Manufacturing, contract, 543 Marcus, Bernie, 1-2, 3 Markdowns, A5-7 Market, 13-14,201-202

business. See Business markets consumer. See Consumer markets customer, 74 demographic, 44 geographical, 44 government, 74, 193-195 institutional, 193 international. See International

markets pricing and, 317-320 promotion and, 440-442 reseller, 74 target, 219

retailing and, 407 wholesaler marketing and,

418- 419 Market description, 55 Market development, 44 Market environment, mission

statement and, 40 Market fragmentation, 443 Marketing, 4, 14-15

catalog, 445-446 cause-related, 98-99 challenges, 24-31 changing world economy and,

27-28 cluster, 95 concentrated, 222-223 consumer-oriented, 575 core concepts, 5 customized, 202 differentiated, 222 direct, 401-404, 444-449

SUBJECT INDEX 123

socially responsible, 454-455 direct-mail, 444-445 enlightened,575 ethics and social responsibility

and,29-30 global. See Global marketing globalization and, 26-27 green, 572-573 idea, 274 information technology and, 25 innovative, 575 interactive, 267 internal, 267 international, manners and,

188-189 jobs, A9-13 main actors and forces, 14 mass, 201 morally difficult situations, 579 nonprofit, 24- 26 organization, 273 other businesses and, 567- 568 person, 273 place, 273-274 pricing and, 313 product-variety, 201 regulation, 568-574 relationship, 12-13,518-520 retailer decisions, 406- 413 sense-of-mission, 576 services, 263-272 social,274 social criticisms, 557-568 socially responsible, 574-583 societal, 576- 578 society and, 564-567 strategic planning and, 45 target, 201 television, 447 test, 293- 294 undifferentiated,220- 221 value, 83, 575-576 wholesaler decisions, 418-419

Marketing analysis, 54- 55 Marketing audit, 64 Marketing budget, 57 Marketing channels

direct, 356 indirect, 356

Marketing communication changing environment, 442- 444 integrated, 449-450 socially responsible, 450-455

Marketing concept, 19-22,556

124 INDEXES

Marketing control, 64 Marketing database, 448-449 Marketing department,

organization, 59-63 Marketing environment, 64-65, 71

macroenvironment. See Macroenvironment

micro environment, 71-76 responding, 97-100

Marketing ethics, 578-583 Marketing implementation, 58-59 Marketing Information Guide, 117 Marketing information system

(MIS), 106-112 assessing information needs,

106-107 developing information, 107-112 distributing information, 112

Marketing intelligence, 108-109 Marketing intermediaries, 73-74,

354 distribution channels and,

371-372 Marketing logistics, 377-387

functions, 380-385 goals of system, 379-380 integrated management, 385-387 jobs, A12

Marketing management, 15-17 philosophies, 18-23

Marketing mix, 51-53 adapted,545 four Ps, 52-53, 54, 267 pricing and, 313-315 standardized, 544 wholesaler decisions, 419-420

Marketing plan, contents, 56 Marketing planning, 55-58 Marketing process, 48-53

marketing mix, 51-53 target consumers, 49-51

Marketing public relations, 488 Marketing research, 109-109

international,129-131 jobs, Al1-12 public policy and ethics and,

132-133 small business and non profit

organizations and, 128-129 Marketing research plan

developing, 114-127 implementing, 127

Marketing research process, 113-128

defining problem and research objectives, 113-114

developing research plan, 114-127

implementing research plan, 127 interpreting and reporting find-

ings, 128 Marketing services agencies, 73 Marketing strategy, 57 Marketing systems

horizontal, 364-365 hybrid, 365-368 vertical. See Vertical marketing

system Market management organization,

62 Market niching, 224-225 Market-oriented business definition,

39 Market penetration, 44 Market-penetration pricing,

331-332 Market pioneer, 300 Market positioning, 50-51, 202 Market rollout, 294 Market segment, 50

evaluating, 218-219 selecting, 219-223

Market segmentation, 50, 202-218 behavioral,210-213 demographic, 207-209 geographic, 203-207 psychographic, 209-210 requirements for effective,

217-218 Market-share leadership, pricing

and,313 Market-skimming pricing, 330-331 Market targeting, 50, 202, 218-223

socially responsible, 220-221 Markups, A5-7

excessive, 559 Marriott, Bill, 6 Mass customization, 205 Mass marketing, 201 Masters of Business Administration

(MBA), A10 Materialism, 564-565 Materials and parts, 242 Maturity stage, 301 McCune, William, Jr., C44 Measurability, market segmentation

and,217 Meat Inspection Act (1906), 90

Mechanical devices, 125-127 Mechanical observation, 119 Media

advertising, selecting, 470-474 communication and, 432-434

Media buyers, A10 Media fragmentation, 443, 465 Media publics, 75 Media vehicles, 473-474 Megabrand strategy, 255 Megatrends, 26 Meindl, Mary, C47-48 Membership groups, 146 Membership warehouses, 399 Mene, Patrick, 269, C15 Merchandising conglomerates, 400,

401 Merchant wholesalers, 415, 416,

418 MERCOSUL, 532 Message content, 430-431 Message source, 433-434 Message structure and format, 431 Metropolitan statistical areas

(MSAs),79 Microenvironment, 71-76 Micromarketing, 201-202,

204-205 Middle class, 83 Miller, Arthur, 498 Miller-Tydings Act (1937), 90 Mill supply houses, 416 Missionary selling, 498 Mission statement, 38-40 MOBYs,80 Modified rebuy, 183 Moertel, Charles, 322-323 Monetary regulations, global

marketing and, 535 Monetary transaction, 11 Monopolistic competition, 318 Monopoly, pure, 319 Moody's Manuals, 117 Moral appeals, 431 Morgan, Leonard A., 11 Morse, Samuel, 88 Mother Teresa, 577 Motivation

consumer behavior and, 151 Freud's theory, 151 Maslow's theory, 152-154 mission statement and, 40 salespeople and, 519-520

Motivation research, 152-153

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Motive, 151 Multibranding, 254-255 Multichannel distribution system,

365 The Music Man, 498

Nader, Ralph, 567, 568 Nardone, Joyce, 508-509 Narrowcasting, 444 National Boycott News, 95 National Enquirer, 471, 474 National Environmental Policy Act

(1969),91 National Environmental Policy Plan

(Holland), 86 National Traffic and Safety Act

(1958),91 Natural environment, 83-86 Natural resource management,

government intervention, 86 Need recognition, 159-160 Needs, 4

Maslow's hierarchy, 152-154 Need-satisfaction approach, 517 Neighborhood shopping center,

413 Net profit percentage, A3 New brands, 255 New customers, 163 New England Journal of Medicine,

434 Newman, Paul, 95 New Parents, 474 New product, 164,283

buyer decision process and, 164-167

New-product development, 283-295

accelerating, 295, 296-297 business analysis, 292 commercialization, 294-295 concept development and testing,

288-290 idea generation, 284-288 idea screening, 288 marketing strategy development,

290-292 product development, 292-293 test marketing, 293-294

New-product planning, jobs, A12 New-product pricing, 328-332 Newspapers, advertising and, 471 Newsweek,471, 474,563 New task, 183

New York er, 563 New York Times, 487, 563 Nonpersonal communication

channels, 432-433 Nonprobability sample, 125 Nonprofit marketing, 24-26 Nonprofit organization, marketing

research and, 128-129 N onstore retailing, 401-406 Nontariff trade barriers, 530 North American Free Trade

Agreement (NAFTA), 143, 531-533,571, C6

North American Free Trade Association, 215

Norway, consumer legislation, 89 Not Quite Theres, 150 Nutritional labeling, 257 Nutritional Labeling and Education

Act (1990), 92, 257

Objective-and-task method, 437 Objectives, 57 Observational research, 118-119 Occasion segmentation, 210-211 Occupation, consumer behavior and,

148 Occupation Outlook Handbook,

A14 OECD Economic Surveys, 117 Office of Consumer Affairs, 89 Off-price retailers, 394, 398-399

independent, 395, 398 Oligopolistic competition, 318 Olson, Brennan, C6 Olson, Scott, C6 O'Neal, Shaquille, 137-138,433,

434,C40 Online computer shopping,

447-448 Open dating, 257 Open-end question, 126 Operating control, 64 Operating expense percentage,

A3 Operating ratios, A3-5 Operating statement, Al-3 Opinion leaders, 146, 432 Opportunities, 56 Optional-product pricing, 333 Order getter, 498 Order processing, 380 Order-routine specification, 192 Order taker, 498

SUBJECT INDEX 125

Organizational climate, sales people and,513

Organizational factors, business buyers and, 187

Organization marketing, 273 Organization structure, 59 Outdoor advertising, 472-473 Outside sales force, 502-504 Overpositioning, 231

Packaging, 255-256 deceptive, 559

Packaging Ordinance, 258-259 Packard, David, 60 Page, Hal, C45 Patronage awards, 483 Patton, William, 48 Pearl, Gregory, C29, C34, C35 Penney, James Cash, C26 People, C24 People meters, 119 Perceived performance, 162 Perceived value, 8 Percentage-of-sales method, 436 Perception, 154

consumer behavior and, 154-155 subliminal, 156-157

Performance, product differentiation and,228

Performance quality, 243 Performance review, 192-193 Persian Gulf War, 85, 96,222 Personal communication channels,

432 Personal interviewing, 122 Personality, 150

consumer behavior and, 150-151 Personal selling, 428, 438, 497-500

principles, 515-520 socially responsible, 452-454

Person marketing, 273 Personnel differentiation, compet

itive advantage and, 229 Persuasive advertising, 463, 464 Pharmaceutical industry, pricing

and,322-323 Physical distribution, 377-387

jobs, A12 Physical distribution firms, 73 Physiological needs, 153 Piggyback,385 Pipeline, product transportation

and, 384 Place, 53

126 INDEXES

Place marketing, 273-274 Planned obsolescence, 561-562,

C64-66 Platt, Stephanie, C16 Playboy, 467 Pleasing products, 577 Point-of-purchase (POP) promo-

tions, 483 Political environment, 88-93 Political Risk Yearbook, 117 Political stability, global marketing

and,535 Pollution, 85-86 Pontificators, 150 Portfolio analysis, 41-43 Postpurchase beha vior, 162-163 Postpurchase satisfaction, 164-165 Preapproach, 516-517 Predatory pricing, 346, 568 Preference, buyer readiness and, 430 Premiums, 482 Presentation, 517 Press agentry, 485 Press relations, 485 Preston, .Tames E., C54 Price, 52, 311-312

consumer perceptions, 319 global marketing and, 548-549 reference, 336-337 retailing and, 411-412 wholesaling and, 419

Price, Sol, 414, C51 Price changes

initiating, 340-343 responses, 343-344

Price-demand relationship, 319-320 Price discrimination, 345 Price elasticity, 320 Price escalation, 339, 549 Price fixing, 345 Price packs, 482 Price points, 333 Pricing

allowance, 335 break-even, 324 by-product, 334 captive-product, 333-334 competition-based,327 cost-based, 322-325 deceptive, 345-346, 559 discount, 335 external factors and, 316-321 geographic, 338-339 internal factors and, 312-316

international, 339-340 market-penetration, 331-332 market-skimming, 330-331 new-product, 328-332 optional-product, 333 predatory, 346, 568 product-bundle, 334 product line, 332-333 promotional,337-338 psychological,336-337 public policy and, 345-346 segmented,335-336 target profit, 324 value, 326, 328-329, 360-361 value-based,325-327

Primary data, 116 collection, 118-127

Primary groups, 146 Primary packaging, 258 Principle-oriented consumer, 149 Privacy, direct marketing and, 404,

454-455 Private brand, 250-251 Probability sample, 125 Problem recognition, 190 Producers' cooperatives, 416 Product, 7, 52, 239-241

attributes, 243-247 augmented,240 classifications, 241-243 consumer, 241-242

marketing considerations, 241 core, 239 deficient, 577 desirable, 577 global marketing and, 545-546 industrial, 242-243 international marketing, 274-276 levels, 240 pleasing, 577 promotion and, 440-442 salutary, 577 shoddy or unsafe, 560-561

Product adaptation, 546 Product assortment, 262-263

retailing and, 407-411 Product attributes, 161 Product-bundle pricing, 334 Product characteristics, distribution

channels and, 369 Product concept, 18-19,288 Product decisions, social responsi

bility and, 258-260 Product design, 246-247

Product development, 44, 292-293 sequential, 295 simultaneous, 295

Product differentiation, competitive advantage and, 227-228

Product-form pricing, 335- 336 Product idea, 288 Product image, 288 Product invention, 546 Production concept, 18 Product liability suits, 260 Product life-cycle, 295-305

decline stage, 302- 305 growth stage, 300-301 introduction stage, 300 maturity stage, 301 promotion and, 442

Product line, 260-262 Product line filling, 262 Product line length, 260 Product line pricing, 332-333 Product line stretching, 261 Product management, jobs, AI0-11 Product management organization,

60-61 Product/market expansion grid,

43-44 Product mix, 262-263 Product-mix pricing, 332-334 Product-oriented business definition,

39 Product positioning, 223-233

strategies, 226-233 Product publicity, 486 Product quality, 243-246 Product-quality leadership, pricing

and,313 Product review, 55 Product sales-force structure, 501 Product specification, 190 Product-support services, 257 Product-variety marketing, 201 Profit-and-loss statement, Al Profit maximization, pricing and,

313 Programmed buyers, 215 Progressive Grocer, 117 Promotion, 53

deceptive, 559 global marketing and, 546-548 high costs, 558-559 retailing and, 412 sales. See Sales promotion wholesaling and, 419

Promotional allowances, 335 Promotional pricing, 337-338 Promotion budget, 436-437 Promotion clutter, 478 Promotion mix, 427, 437-442

strategies, 439-442 Proposal solicitation, 192 Prospecting, 516 Provider-customer interaction, 265 Psychographics, 148 Psychogra phic segmentation,

209-210 Psychological pricing, 336-337 Public affairs, 486 Public policy, 88

distribution decisions and, 377 marketing research and, 132-133 pricing and, 345-346

Public relations, 428, 439, 485-490 decisions, 488 - 490 jobs, All tools, 488

Publics, 75 -76 Public-service activities, public

relations and, 488 Pull strategy, 439- 440 Pulsing, 474 Purchase decision, 162 Purchasing, jobs, All Purchasing agents, 41 7 Purchasing offices, 417 Pure competition, 318 Pure Food and Drug Act, 578 Pure monopoly, 319 Push money, 483 Push strategy, 439

Qualifying, 516 Quality, 9,10-11 Quantity discount, 335 Question mark, 42 Questionnaires, 125-126

mail, 121-122 Quick-response system, 387 Quintano, Michael, 506 Quota, 530 Quota sample, 125

Racial diversity, in United States, 81 - 82

Rack jobbers, 416 Radio, advertising and, 471 Rail, product transportation and,

382-383

Random sample, 125 Rasmussen, Maryanne, 165 Rationalappea~,430

Raw-material-exporting economies, 534

Raw materials, shortages, 84 Reach, advertising media and, 471 Reader's Digest, 567 Rebates, 481-482 Rebel Hangouts, 150 Recycling, 572- 573 Redbook,210 Reeves, Rosser, 230 Reference groups, 146 Reference prices, 336-337 Regionalization, 204-205 Regional sales managers, 501 Regional shopping centers, 412 Reiner, Rob, 460 Reinforcement, 155 Relationship buyers, 215 Relationship marketing, 11-13,

518-520 Reliability, product differentiation

and, 228 Reminder advertising, 463, 464 Repair, services differentiation and,

229 Repairability, product differentiation

and,228 Resale price maintenance, 346 Research and development (R&D),

spending in U.S., 87-88 Reseller market, 74 Resellers, pricing and, 321

. Response-based distribution system, 387

Responses, 155 Resume, A14-15 Retailer cooperatives, 362- 363, 400 Retailers, 393

full-service, 393-394 limited-service, 393 marketing decisions, 406-413 off-price, 394, 398-399

independent, 395, 398 self-service, 393

Retailing, 393 door-to-door, 405-406 future, 413-415 nonstore, 401 - 406 store, 393-401

Retailing management, jobs, A12-13

SUBJECT INDEX 127

Retail organizations, 399-401 Retail supervisors, 501 Retained customers, 163 Return on assets managed (ROAM),

AS Return on investment (ROI), A4-5 Return on net assets (RONA), AS Return on quality (ROQ), 9 Return on stockholders' equity

(ROE), AS Returns, A2 Returns and allowances percentage,

A3 Reverse engineering, 111 Revson, Charles, 239 Rinzler, lane, 69-70 Robb Report, 487 Robinson, Carole, C17 Robinson-Patman Act (1936), 90,

345,451 Rodriguez, AI, 506 Roles, consumer behavior and, 147 Roosevelt, Franklin Delano, 86 Rural Traditionalists, 150 Russia, consumer characteristics,

150 Russian Souls, 150

Safety needs, 153 Sales, jobs, A13 Sales assistants, 503 Sales branches and offices, 417 Sales contests, 484, 513 Sales effects, advertising and, 474 Sales force

inside, 502-504 outside, 502-504 role, 499- 500 size, 502 structure, 501-502

Sales-force automation systems, 511 Sales-force management, 500- 515 Sales management, jobs, A13 Sales & Marketing Management,

117 Sales meetings, 513 Sales merchandisers, 501 Salespeople

compensating, 509-511 evaluating, 514-515 recruiting and selecting, 504- 506 supervising, 511-513 training, 507-509

Salesperson, 498

128 INDEXES

Sales presentation, 517 Sales promotion, 428, 439,

477-485 developing program, 485 setting objectives, 479 tools, 479-484

Sales quotas, 513 Sales reports, 514 Sales representatives, 501 Salutary products, 577 Sample random sample, 125 Samples, 125,479-480 Sample size, 125 Sampling, 124-125 Sampling procedure, 125 Sampling unit, 125 Saturday Evening Post, 443 Saudi Arabia, business etiquette and,

189 Schaefer, William, 426 Schulze, Horst, C14-15 Scott, Willard, 434 Sealed-bid pricing, 327 Seasonal discount, 335 Secondary beliefs/values, 93-97 Secondary data, 116-118, 129

sources, 117 Secondary groups, 146 Secondary packaging, 258 Segmented pricing, 335-336 Selective attention, 154-155 Selective distortion, 155 Selective distribution, 371-372 Selective retention, 155 Self-actualization needs, 153 Self-assessment, A13-16 Self-concept, consumer behavior

and, 150-151 Self-orientation groups, 149 Self-service retailers, 393 Sellers' rights, 569 Selling. See also Personal selling

high-pressure, 560 Selling agents, 417 Selling concept, 19 Selling expenses, A2 Selling process, 516-518 Sense-of-mission marketing, 576 Sequential product development,

295 Service, 265

characteristics, 265-266 international marketing,

274-276

Service differentiation competitive advantage and,

228-229 managing, 267-270

Service firms, marketing strategies, 266-272

Service-firm-sponsored retailer franchise system, 364

Service inseparability, 265 Service intangibility, 265 Service perishability, 266 Service productivity, managing, 272 Service-profit chain, 266-267 Service quality, managing, 270-272 Service recovery, 271 Services marketing, 263-272 Services mix, retailing and, 407-411 Service variability, 265-266 Shared projects, 386 Sherman Antitrust Act (1890), 90,

345 Shopping centers, 412-413 Shopping products, 242 Silver, Spencer, 282 Simultaneous product development,

295 Sinclair, Upton, 567, 568 Single European Act, 532 Single-line store, 394 Single-source data systems, 119,

120-121 Sinkler, Dana, C8-9 Six-sigma standard, 244-245 Skunk works, C44 Sleepwalkers, 150 Slotting fees, 250 Small business

marketing research and, 128-129

strategic planning and, 47-48 Small Indulgences, 95 Smith, Stephen, 506 Social benefits, 12 Social class, consumer be ha vi or and,

144-145 Socialized Cocooners, 95 Social marketing, 274 Social needs, 153 Social responsibility

marketing and, 29-30, 92-93, 574-583

marketing communication and, 450-455

market targeting and, 220-221

pricing and, 321 product decisions and, 258-260

Societal marketing, 576-578 Societal marketing concept, 22-23 Society, marketing's impact,

564-567 Special-event pricing, 337 Special events, public relations and,

488 Specialty advertising items, 483 Specialty discount stores, 394 Specialty products, 242 Specialty stores, 394, 395, 396 Specialty wholesalers, 416 Speeches, public relations and, 488 Stap.dardization, international adver-

tising and, 476 Standardized marketing mix, 544 Standard & Poor's Industry Surveys,

117 Star, 42 Statistical Abstract of the U.S., 117 Statistical Yearbook, 117 Status, consumer behavior and, 147 Status-oriented consumer, 149 Staying Alive, 95 Steck, Allen, C10 Stereo lithography, 290 Stereophile, C50 Stereo Review, C50 Stevenson, Robert Louis, 497 Stimuli, 155, 159 Stockturn rate, A4 Stolzer, Ira, 453 Storage warehouse, 381 Store atmosphere, retailing and,

407-411 Store brand, 250 Store retailing, 393-401 Stores, 117 Straight product extension,

545-546 Straight rebuy, 183 Strategic alliances, 403 Strategic business unit (SBU),

41-43 Strategic control, 64 Strategic planning, 37-41

defining company mission, 38-40

developing growth strategies, 43-44

planning functional strategies, 45-47

portfolio analysis, 41-43 setting company objectives and

goals, 40-41 small business and, 47-48

Stratified random sample, 125 Strauss, Levi, 35 Strip malls, 413 Structural ties, 13 Students, 150 Style, 298-299 Subculture, consumer behavior and,

142- 144 Subliminal perception, 156-157 Subliminal Seduction, 156 Subsistence economies, 82, 534 Substantiality, market segmentation

and,217 Supercenters, 394, 396 Supermarkets, 394, 396 Superspecialty stores, 394 Superstores, 394, 396 Suppliers, 72

new-product ideas and, 287-288 Supplier search, 190-191 Supplier selection, 192 Supplies and services, 243 Supply chains, 378 Survey of Current Business, 117 Survey research, 119 Surveys, sales-promotion programs

and,485 Survival, pricing and, 313 Sweepstakes, 483 Symbols, image differentiation and,

230 Systems analysis, jobs, All Systems buying, 183-184

Tachistoscope, 126-127 Target audience, 429 Target costing, 314 Target market, 219

retailing and, 407 wholesaler marketing and,

418-419 Target marketing, 201 Target profit pricing, 324 Tariff,530 Taylor, Elizabeth, 95 Team selling, 504, 506-507 Teamwork, cross-functional, 385 Technical support people, 503 Technological environment,

86-88

Technology fast pace of change, 86-87 marketing and, 25

Telemarketers, 503 Telemarketing, 446-447, 503-504 Telephone interviewing, 122

computer-assisted, 123-124, C19 Television. See also Cable television

advertising and, 471 Television marketing, 447 Territorial sales-force structure, 501 Test marketing, 293 - 294 Thailand, consumer legislation, 89 Thomas, Vicki, C46 Threats, 56 Three-day cooling-off rule, 454 Time, 474, 489 Time-and-duty analysis, 511 Time pricing, 336 Total costs, 315 Total customer satisfaction, 9, 245 Total product satisfaction, 161 Total quality management (TQM),

9,10,244-246 Tourism marketing, 274 Toy Safety Act (1984), 92 Trade discounts, 335 Trade-in allowances, 335 Trade promotions, 479 Trade-promotion tools, 483 Trade shows, 484 Trainship, 385 Transaction, 11-12

barter, 11 monetary, 11

Transaction buyers, 215 Transportation, 382- 385 Transport packaging, 258 Truck, product transportation and,

383-384 Truck jobbers, 416 Truck wholesalers, 416 Truth-in-Lending Act (1968), 91 Two-part pricing, 333 Tying agreements, 377

Uh-Huh Girls, 124 Underclass, 83 Underpositioning, 231 Undifferentiated marketing,

220- 221 Unexpected situational factors ,

162 Uniform delivered pricing, 338

SUBJECT INDEX 129

Unique selling proposition (USP), 230 United Kingdom

business etiquette and, 189 lifestyle classifications, 150

United States changes in income, 82-83 changing family, 78 - 79 consumer spending patterns, 83 legislation regulating business,

88- 92 major social classes, characteris

tics, 145 population

changing age structure, 77-78 education, 79-80 ethnic .and racial diversity,

81 - 82 geographic shifts, 79 percent distribution by age, 78

product regulation, 88 R&D spending, 87-88

U.S . Army, 24 U.S. Census Bureau, 79, 217 U.S. Commerce Department, 194 U.S. Department of Defense, 448 U.S. Department of Labor, A14 U.S. Department of Transportation,

425 U.S. Geological Survey, 111 U.S. Government Purchasing,

Specifications, and Sales Directory, 194

U.S. Industrial Outlook, 117 U.S. International Trade

Commission, 549 U.S. Justice Department, 345 U.S. News & World Report, C62 U.S. Postal Service, 8, 24, 319, 497 U.S. Small Business Administration,

129, 194 Unit pricing, 257 Un sought products, 242 Upper class, 83 Upper Echelons, 150 Urban, Glenn, C45 Uruguay Round, 530 Usage rate, market segmentation

and,212 USA Today, CB User status, market segmentation

and,212

VALS (Values and Lifestyles) 2,149 Value, consumer perceptions, 319

130 INDEXES

Value analysis, 190 Value-based pricing, 325-327 Value chain, 45-46 Value delivery system, 46-47 Value marketing, 83,575-576 Value pricing, 326, 328-329,

360-361 Value-retail centers, 398 Variable costs, 315 Vertical conflict, 358-359 Vertical marketing system (VMS),

359-364 administered, 364 contractual, 363-364 corporate, 362-363

Vietnam, as marketing frontier, 541 Vietnam War, 81 Vigilante Consumer, 95 Vogue, 474,567 Voluntary chains, 400

Wall Street Journal, 345, 474, C61 Walton, Sam, 408, C51 Wanamaker, John, 436

Wandering Cocoons, 95 Want,S Warehouse clubs, 395, 399 Warehouse membership clubs

(WMCs), C51-53 Warehousing, 381-382 Water, product transportation and,

384 Watergate,81 Weber, Barbara, 17 Weiss, Richard, C11 Welch, Jack, 329 Wellington, Thorn, 48 Wexner, Leslie H., 407 Wheeler-Lea Act (1938), 90, 560 Wheel of retailing concept, 414 Whitman, David R., 583 Whole-channel view, 549 Wholesale clubs, 395, 399 Wholesale merchants, 416 Wholesalers, 415

marketing decisions, 418-419 marketing mix decisions,

419-420 types, 415-418

Wholesaler-sponsored voluntary chains, 362-363

Wholesaling, 415 trends, 420-421

Willson, Meredith, 498 Wilson, Woodrow, 86 WOOFs, 80 Word-of-mouth influence, 432 Working class, 83 Workload approach, 502 Work plan, 514 World brands, 168 World product groups, 550 World Wide Web, 448 Written materials, public relations

and,488 Written proposal, 127

Yost, John, C10 Young, John, 11 Yummies,80 Yuppies,80

Zone pricing, 338 Zubizarreta, Joe, 541

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ARKETING An Introduction

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