- 原书名：Essentials of Marketing, 13th Edition
- 原出版社： McGraw-Hill/Irwin
约瑟夫·P·坎农（Joseph P. Cannon），科罗拉多州立大学营销学副教授。
E.杰罗姆·麦卡锡（E. Jerome McCarthy），于明尼苏达大学获得博士学位，曾在俄勒冈大学、圣母玛利亚大学和密歇根州立大学执教。
1 Marketing’s Value to Consumers， Firms， and Society
2 Marketing Strategy Planning
3 Focusing Marketing Strategy with Segmentation and Positioning
4 Final Consumers and Their Buying Behavior
5 Business and Organizational Customers and Their Buying Behavior
6 Distribution Customer Service and Logistics
7 Retailers， Wholesalers， and Their Strategy Planning
8 Promotion—Introduction to Integrated Marketing Communications
9 Personal Selling and Customer Service
10 Advertising， Publicity， and Sales Promotion
11 Pricing Objectives and Policies
How did all those bicycles get here? To illustrate some of the other important things that are included in marketing, think about all the bicycles being pedaled with varying degrees of energy by bike riders around the world. Most of us don’t make our own bicycles. Instead, they are made by firms like Trek, Schwinn, Mongoose, and Electra. Most bikes do the same thing—get the rider from one place to another. But a bike rider can choose from a wide assortment of models. They are designed in different sizes and with or without gears. Off-road bikes have large knobby tires. Kids and older people may want more wheels—to make balancing easier. Some bikes need baskets or even trailers for cargo. You can buy a basic bike for less than $50. Or you can spend more than $2,500 for a custom frame. This variety of styles and features complicates the production and sale of bicycles. The following list shows some of the things a manager should do before and after deciding to produce and sell a bike.
1. Analyze the needs of people who might buy a bike and decide if they want more or different models.
2. Predict what types of bikes—handlebar styles and types of wheels, brakes, and materials—different customers will want and decide which of these people the firm will try to satisfy.
3. Estimate how many of these people will want to buy bicycles, and when.
4. Determine where in the world these bike riders are and how to get the firm’s bikes to them.
5. Estimate what price they are willing to pay for their bikes and if the firm can make a profit selling at that price.
6. Decide which kinds of promotion should be used to tell potential customers about the firm’s bikes.
7. Estimate how many competing companies will be making bikes, what kind, and at what prices.
8. Figure out how to provide customer service if a customer has a problem after buying a bike.