Page 11 - Bus101FlipBook

Table of Contents vii

Pricing Strategy (14) — Location/Distribution Strategy (14) — Promotional Strategy (15) — Store Atmosphere (15) —
Physical Distribution (15) — Customer Service Standards (16) — Transportation (17) — Transportation Companies
(17) — Contract carriers (17) — Private carriers (17) — Freight forwarders (17) — Modes of Transportation (17) —
Railroads (17) — Trucks (18) — Water Carriers (18) — Pipelines (19) — Air Freight (19) — Warehousing (19) —
Materials Handling and Protective Packaging (20) — Inventory Control (20) — Order Processing (20) — Summary of
Learning Goals (20) — Questions for Review and Discussion (21)

Chapter 19 Product and Pricing Strategies

Chapter Overview (2) — Classifying Goods and Services (2) — Classifying Consumer Goods (2) Convenience goods
(3) — Shopping goods (3) — Specialty goods (3) — Marketing Strategy Implications (3) — Classifying Industrial
Goods (4) — Installations (4) — Accessory equipment (4) — Component parts and materials (4) — Raw materials (4)
Marketing Strategy Implications (5) — Classifying Services (5) — The Product Mix (5) — product mix (5) — product
line (6) — The Product Life Cycle (7) — Introduction (7) — Growth (8) — Maturity (8) — Decline/Resurgence (8) —
Extending the Product Life Cycle (8) — Marketing Strategy Implications of the Product Life Cycle (9) — New-Product
Development (10) — Stages in New-Product Development (10) — New-Product Ideas (10) — Screening (10) —
Business Analysis (10) — Product Development (11) — Test Marketing (11) — Commercialization (11) — Product
Identification (11) — brand name (11) — trademark (11) — Selecting an Effective Brand Name (12) — Brand
Categories (13) — national brand (13) — private brand (13 — generic product (13) — Stages of Brand Loyalty (13) —
Brand recognition (13) — Brand preference (13) — Brand insistence (13) — Family Brands and Individual Brands
(14) — The Package and Label (14) — Universal Product Code (UPC) (15) — Customer Service (15) — Pricing
Strategy (15) — Pricing Objectives (16) — Profitability Objectives (16) — Profit maximization (16) — Volume
Objectives (16) — Other Objectives (17) — Price Determination (17) — Economic Theory (18) — Cost-Based Pricing
(18) — Breakeven Analysis: A Tool in Cost-Based Pricing (19) — Pricing Strategies (20) — Skimming Pricing (20) —
Penetration Pricing (21) — Product Line Pricing (21) — Consumer Perception of Prices (21) — The Price-Quality
Relationship (21) — Psychological Pricing (22) — Summary of Learning Goals (22) — Questions for Review and
Discussion (24)

Chapter 20 Product Promotional Strategies
Chapter Overview (2) — Objectives of Promotional Strategy (2) — Providing Information (3) — Differentiating the
Product (4) — Increasing Sales (4) — Stabilizing Sales (4) — Accentuating the Product's Value (4) — The Promotional
Mix (4) — Personal Selling (5) — Sales Tasks(5) — Order Processing (6) — Creative Selling (6) — Missionary Selling
(6) — The Sales Process (7) — Prospecting and Qualifying (7) — The Approach (7) — The Presentation (7) — The
Demonstration (8) — Handling Objections (8) — The Closing (8) — The Follow-Up (8) — Advertising (8) — Types of
Advertising (8) — Product advertising (8) — Institutional advertising (9) — advocacy advertising (9) — Advertising
and the Product Life Cycle (9) — Informative advertising (9) — Persuasive advertising (9) — comparative advertising
(9) — Reminder-oriented advertising, (10) — Advertising Media (10) — Newspapers (10) — Television (10) —Direct
Mail (11) — Radio (11) — Magazines (11) — Outdoor Advertising (12) — Other Media Options (12) — Sales
Promotion (12) — Point-of-Purchase Advertising (POP) (13) —Specialty Advertising (13) — Trade Shows (13) —
Other Sales Promotion Methods (13) — Public Relations (14) — Selecting a Promotional Mix (14) — Alternative
Promotional Strategies (15) — pushing strategy (15) — pulling strategy (15) — Summary of Learning Goals (16) —
Questions for Review and Discussion (17)

Chapter 21 International Trade

Chapter Overview (2) — Concepts of International Business (3) — Balance of Trade (3) — Balance of Payments (4)
— The Exchange Rate (4) — Revaluation (5) — Fixed and Floating Exchange Rates (5) — Specialization among
Nations (6) — Absolute Advantage (6) — Comparative Advantage (6) — The Self-Sufficiency Considerations (7) —
Levels of International Business Involvement (7) — Direct and Indirect Exporting (7) — Foreign Licensing (8) —
Overseas Marketing (8) — International Production (8) — Countertrade (9) — The Multinational Corporation (9) —
Who Are the Multinationals and How Do They Operate? (9) — Global Strategies versus Multinational Strategies (10)