Principles of marketing /
Kotler, Philip
Principles of marketing / Philip Kotler, Gary Armstrong - 14th ed - Boston : Pearson Prentice Hall, 2012 - xxiv, 613, [97] p. : col. ill. ; 29 cm
Includes bibliographical references.
Defining Marketing and the Marketing Process -- Marketing: Creating and Capturing Customer Value -- What Is Marketing? -- Marketing Defined -- The Marketing Process -- Understanding the Marketplace and Customer Needs -- Customer Needs, Wants, and Demands -- Market Offerings -- Products, Services, and Experiences -- Customer Value and Satisfaction -- Exchanges and Relationships -- Markets -- Designing a Customer-Driven Marketing Strategy -- Selecting Customers to Serve -- Choosing a Value Proposition -- Marketing Management Orientations -- Preparing an Integrated Marketing Plan and Program -- Building Customer Relationships -- Customer Relationship Management -- The Changing Nature of Customer Relationships -- Partner Relationship Management -- Capturing Value from Customers -- Creating Customer Loyalty and Retention -- Growing Share of Customer -- Building Customer Equity -- The Changing Marketing Landscape -- The Uncertain Economic Environment Machine generated contents note: pt. 1 1. The Digital Age -- Rapid Globalization -- Sustainable Marketing -- The Call for More Social Responsibility -- The Growth of Not-for-Profit Marketing -- So, What Is Marketing? Pulling It All Together -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Stew Leonard's -- Company Case: JetBlue: Delighting Customers Through Happy Jetting -- Company and Marketing Strategy: Partnering to Build Customer Relationships -- Company-Wide Strategic Planning: Defining Marketing's Role -- Defining a Market-Oriented Mission -- Setting Company Objectives and Goals -- Designing the Business Portfolio -- Planning Marketing: Partnering to Build Customer Relationships -- Partnering with Other Company Departments -- Partnering with Others in the Marketing System -- Marketing Strategy and the Marketing Mix -- Customer-Driven Marketing Strategy -- Developing an Integrated Marketing Mix -- Managing the Marketing Effort 2. Marketing Analysis -- Marketing Planning -- Marketing Implementation -- Marketing Department Organization -- Marketing Control -- Measuring and Managing Return on Marketing Investment -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Live Nation -- Company Case: Trap-Ease America: The Big Cheese of Mousetraps -- Understanding the Marketplace and Consumers -- Analyzing the Marketing Environment -- The Microenvironment -- The Company -- Suppliers -- Marketing Intermediaries -- Competitors -- Publics -- Customers -- The Macroenvironment -- The Demographic Environment -- The Economic Environment -- The Natural Environment -- The Technological Environment -- The Political and Social Environment -- The Cultural Environment -- Responding to the Marketing Environment -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology pt. 2 3. Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: TOMS Shoes -- Company Case: Target: From "Expect More" to "Pay Less" -- Managing Marketing Information to Gain Customer Insights -- Marketing Information and Customer Insights -- Assessing Marketing Information Needs -- Developing Marketing Information -- Internal Data -- Competitive Marketing Intelligence -- Marketing Research -- Defining the Problem and Research Objectives -- Developing the Research Plan -- Gathering Secondary Data -- Primary Data Collection -- Implementing the Research Plan -- Interpreting and Reporting the Findings -- Analyzing and Using Marketing Information -- Customer Relationship Management -- Distributing and Using Marketing Information -- Other Marketing Information Considerations -- Marketing Research in Small Businesses and Nonprofit Organizations -- International Marketing Research -- Public Policy and Ethics in Marketing Research -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts 4. Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Radian6 -- Company Case: Harrah's Entertainment: Hitting the CRM Jackpot -- Consumer Markets and Consumer Buyer Behavior -- Model of Consumer Behavior -- Characteristics Affecting Consumer Behavior -- Cultural Factors -- Social Factors -- Personal Factors -- Psychological Factors -- Types of Buying Decision Behavior -- Complex Buying Behavior -- Dissonance-Reducing Buying Behavior -- Habitual Buying Behavior -- Variety-Seeking Buying Behavior -- The Buyer Decision Process -- Need Recognition -- Information Search -- Evaluation of Alternatives -- Purchase Decision -- Postpurchase Behavior -- The Buyer Decision Process for New Products -- Stages in the Adoption Process -- Individual Differences in Innovativeness -- Influence of Product Characteristics on Rate of Adoption -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Radian6 -- Company Case: Porsche: Guarding the Old While Bringing in the New 5. Business Markets and Business Buyer Behavior -- Business Markets -- Market Structure and Demand -- Nature of the Buying Unit -- Types of Decisions and the Decision Process -- Business Buyer Behavior -- Major Type of Buying Situations -- Participants in the Business Buying Process -- Major Influences on Business Buyers -- The Business Buying Process -- E-Procurement: Buying on the Internet -- Institutional and Government Markets -- Institutional Markets -- Government Markets -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Eaton -- Company Case: Cisco Systems: Solving Business Problems Through Collaboration -- Designing a Customer-Driven Strategy and Mix -- Customer-Driven Marketing Strategy: Creating Value for Target Customers -- Market Segmentation -- Segmenting Consumer Markets -- Segmenting Business Markets -- Segmenting International Markets -- Requirements for Effective Segmentation -- Market Targeting -- Evaluating Market Segments -- Selecting Target Market Segments -- Differentiation and Positioning 6. pt. 3 7. Positioning Maps -- Choosing a Differentiation and Positioning Strategy -- Communicating and Delivering the Chosen Position -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Meredith -- Company Case: Starbucks: Just Who Is the Starbucks Customer? -- Products, Services, and Brands: Building Customer Value -- What Is a Product? -- Products, Services, and Experiences -- Levels of Product and Services -- Product and Service Classifications -- Product and Service Decisions -- Individual Product and Service Decisions -- Product Line Decisions -- Product Mix Decisions -- Services Marketing -- The Nature and Characteristics of a Service -- Marketing Strategies for Service Firms -- Branding Strategy: Building Strong Brands -- Brand Equity -- Building Strong Brands -- Managing Brands -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics 8. Marketing & the Economy -- Marketing by the Numbers -- Video Case: General Mills -- GoGurt -- Company Case: Las Vegas: What's Not Happening in Vegas -- New Product Development and Product Life-Cycle Strategies -- New-Product Development Strategy -- The New-Product Development Process -- Idea Generation -- Idea Screening -- Concept Development and Testing -- Marketing Strategy Development -- Business Analysis -- Product Development -- Test Marketing -- Commercialization -- Managing New-Product Development -- Customer-Centered New-Product Development -- Team-Based New-Product Development -- Systematic New-Product Development -- New-Product Development in Turbulent Times -- Product Life-Cycle Strategies -- Introduction Stage -- Growth Stage -- Maturity Stage -- Decline Stage -- Additional Product and Service Considerations -- Product Decisions and Social Responsibility -- International Product and Services Marketing -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics 9. Marketing & the Economy -- Marketing by the Numbers -- Video Case: General Mills -- FiberOne -- Company Case: Samsung: From Gallop to Run -- Pricing: Understanding and Capturing Customer Value -- What Is a Price? -- Major Pricing Strategies -- Customer Value-Based Pricing -- Cost-Based Pricing -- Competition-Based Pricing -- Other Internal and External Considerations Affecting Price Decisions -- Overall Marketing Strategy, Objectives, and Mix -- Organizational Considerations -- The Market and Demand -- The Economy -- Other External Factors -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: IKEA 10. Note continued: Company Case: Southwest Airlines: Balancing the Price-Value Equation -- Pricing Strategies -- New-Product Pricing Strategies -- Market-Skimming Pricing -- Market-Penetration Pricing -- Product Mix Pricing Strategies -- Product Line Pricing -- Optional Product Pricing -- Captive Product Pricing -- By-Product Pricing -- Product Bundle Pricing -- Price Adjustment Strategies -- Discount and Allowance Pricing -- Segmented Pricing -- Psychological Pricing -- Promotional Pricing -- Geographical Pricing -- Dynamic Pricing -- International Pricing -- Price Changes -- Initiating Price Changes -- Responding to Price Changes -- Public Policy and Marketing -- Pricing within Channel Levels -- Pricing Across Channel Levels -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Smashburger -- Company Case: Payless ShoeSource: Paying Less for Fashion 11. Marketing Channels: Delivering Customer Value -- Supply Chains and the Value Delivery Network -- The Nature and Importance of Marketing Channels -- How Channel Members Add Value -- Number of Channel Levels -- Channel Behavior and Organization -- Channel Behavior -- Vertical Marketing Systems -- Horizontal Marketing Systems -- Multichannel Distribution Systems -- Changing Channel Organization -- Channel Design Decisions -- Analyzing Consumer Needs -- Setting Channel Objectives -- Identifying Major Alternatives -- Evaluating the Major Alternatives -- Designing International Distribution Channels -- Channel Management Decisions -- Selecting Channel Members -- Managing and Motivating Channel Members -- Evaluating Channel Members -- Public Policy and Distribution Decisions -- Marketing Logistics and Supply Chain Management -- Nature and Importance of Marketing Logistics -- Goals of the Logistics System -- Major Logistics Functions -- Integrated Logistics Management -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology 12. Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Progressive -- Company Case: Netflix: Disintermediator or Disintermediated? -- Retailing and Wholesaling -- Retailing -- Types of Retailers -- Retailer Marketing Decisions -- Retailing Trends and Developments -- Wholesaling -- Types of Wholesalers -- Wholesaler Marketing Decisions -- Trends in Wholesaling -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Zappos.com -- Company Case: Tesco Fresh & Easy: Another British Invasion -- Communicating Customer Value: Integrated Marketing Communications Strategy -- The Promotion Mix -- Integrated Marketing Communications -- The New Marketing Communications Model -- The Need for Integrated Marketing Communications -- A View of the Communication Process -- Steps in Developing Effective Marketing Communication 13. 14. Identifying the Target Audience -- Determining the Communication Objectives -- Designing a Message -- Choosing Media -- Selecting the Message Source -- Collecting Feedback -- Setting the Total Promotion Budget and Mix -- Setting the Total Promotion Budget -- Shaping the Overall Promotion Mix -- Integrating the Promotion Mix -- Socially Responsible Marketing Communication -- Advertising and Sales Promotion -- Personal Selling -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: CP + B -- Company Case: Pepsi: Can a Soda Really Make the World a Better Place? -- Advertising and Public Relations -- Advertising -- Setting Advertising Objectives -- Setting the Advertising Budget -- Developing Advertising Strategy -- Evaluating Advertising Effectiveness and the Return on Advertising Investment -- Other Advertising Considerations -- Public Relations 15. The Role and Impact of PR -- Major Public Relations Tools -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: E*TRADE -- Company Case: OgilvyOne: It's Not Creative Unless It Sells -- Personal Selling and Sales Promotion -- Personal Selling -- The Nature of Personal Selling -- The Role of the Sales Force -- Managing the Sales Force -- Designing the Sales Force Strategy and Structure -- Recruiting and Selecting Salespeople -- Training Salespeople -- Compensating Salespeople -- Supervising and Motivating Salespeople -- Evaluating Salespeople and Sales Force Performance -- The Personal Selling Process -- Steps in the Selling Process -- Personal Selling and Managing Customer Relationships -- Sales Promotion -- The Rapid Growth of Sales Promotion -- Sales Promotion Objectives -- Major Sales Promotion Tools -- Developing the Sales Promotion Program 16. Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Nestle Waters -- Company Case: HP: Overhauling a Vast Corporate Sales Force -- Direct and Online Marketing: Building Direct Customer Relationships -- The New Direct Marketing Model -- Growth and Benefits of Direct Marketing -- Benefits to Buyers -- Benefits to Sellers -- Customer Databases and Direct Marketing -- Forms of Direct Marketing -- Direct-Mail Marketing -- Catalog Marketing -- Telephone Marketing -- Direct-Response Television Marketing -- Kiosk Marketing -- New Digital Direct Marketing Technologies -- Online Marketing -- Marketing and the Internet -- Online Marketing Domains -- Setting Up an Online Marketing Presence -- Public Policy Issues in Direct Marketing -- Irritation, Unfairness, Deception, and Fraud -- Invasion of Privacy -- A Need for Action -- Reviewing Objectives and Key Terms 17. Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Zappos.com -- Company Case: EBay: Fixing an Online Marketing Pioneer -- Extending Marketing -- Creating Competitive Advantage -- Competitor Analysis -- Identifying Competitors -- Assessing Competitors -- Selecting Competitors to Attack and Avoid -- Designing a Competitive Intelligence System -- Competitive Strategies -- Approaches to Marketing Strategy -- Basic Competitive Strategies -- Competitive Positions -- Market Leader Strategies -- Market Challenger Strategies -- Market Follower Strategies -- Market Nicher Strategies -- Balancing Customer and Competitor Orientations -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Umpqua Bank -- Company Case: Ford: Resurrecting an Iconic Company pt. 4 18. The Global Marketplace -- Global Marketing Today -- Looking at the Global Marketing Environment -- The International Trade System -- Economic Environment -- Political-Legal Environment -- Cultural Environment -- Deciding Whether to Go Global -- Deciding Which Markets to Enter -- Deciding How to Enter the Market -- Exporting -- Joint Venturing -- Direct Investment -- Deciding on the Global Marketing Program -- Product -- Promotion -- Price -- Distribution Channels -- Deciding on the Global Marketing Organization -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Monster -- Company Case: Nokia: Envisioning a Connected World -- Sustainable Marketing: Social Responsibility and Ethics -- Sustainable Marketing -- Social Criticisms of Marketing -- Marketing's Impact on Individual Consumers -- Marketing's Impact on Society as a Whole 19. 20. Marketing's Impact on Other Businesses -- Consumer Actions to Promote Sustainable Marketing -- Consumerism -- Environmentalism -- Public Actions to Regulate Marketing -- Business Actions Toward Sustainable Marketing -- Sustainable Marketing Principles -- Marketing Ethics -- The Sustainable Company -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Land Rover -- Company Case: International Paper: Combining Industry and Social Responsibility
9780132167123 0132167123
2010052017
Marketing
HF5415 / .K636 2012 HF5415 / .K636 2012
658.8
Principles of marketing / Philip Kotler, Gary Armstrong - 14th ed - Boston : Pearson Prentice Hall, 2012 - xxiv, 613, [97] p. : col. ill. ; 29 cm
Includes bibliographical references.
Defining Marketing and the Marketing Process -- Marketing: Creating and Capturing Customer Value -- What Is Marketing? -- Marketing Defined -- The Marketing Process -- Understanding the Marketplace and Customer Needs -- Customer Needs, Wants, and Demands -- Market Offerings -- Products, Services, and Experiences -- Customer Value and Satisfaction -- Exchanges and Relationships -- Markets -- Designing a Customer-Driven Marketing Strategy -- Selecting Customers to Serve -- Choosing a Value Proposition -- Marketing Management Orientations -- Preparing an Integrated Marketing Plan and Program -- Building Customer Relationships -- Customer Relationship Management -- The Changing Nature of Customer Relationships -- Partner Relationship Management -- Capturing Value from Customers -- Creating Customer Loyalty and Retention -- Growing Share of Customer -- Building Customer Equity -- The Changing Marketing Landscape -- The Uncertain Economic Environment Machine generated contents note: pt. 1 1. The Digital Age -- Rapid Globalization -- Sustainable Marketing -- The Call for More Social Responsibility -- The Growth of Not-for-Profit Marketing -- So, What Is Marketing? Pulling It All Together -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Stew Leonard's -- Company Case: JetBlue: Delighting Customers Through Happy Jetting -- Company and Marketing Strategy: Partnering to Build Customer Relationships -- Company-Wide Strategic Planning: Defining Marketing's Role -- Defining a Market-Oriented Mission -- Setting Company Objectives and Goals -- Designing the Business Portfolio -- Planning Marketing: Partnering to Build Customer Relationships -- Partnering with Other Company Departments -- Partnering with Others in the Marketing System -- Marketing Strategy and the Marketing Mix -- Customer-Driven Marketing Strategy -- Developing an Integrated Marketing Mix -- Managing the Marketing Effort 2. Marketing Analysis -- Marketing Planning -- Marketing Implementation -- Marketing Department Organization -- Marketing Control -- Measuring and Managing Return on Marketing Investment -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Live Nation -- Company Case: Trap-Ease America: The Big Cheese of Mousetraps -- Understanding the Marketplace and Consumers -- Analyzing the Marketing Environment -- The Microenvironment -- The Company -- Suppliers -- Marketing Intermediaries -- Competitors -- Publics -- Customers -- The Macroenvironment -- The Demographic Environment -- The Economic Environment -- The Natural Environment -- The Technological Environment -- The Political and Social Environment -- The Cultural Environment -- Responding to the Marketing Environment -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology pt. 2 3. Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: TOMS Shoes -- Company Case: Target: From "Expect More" to "Pay Less" -- Managing Marketing Information to Gain Customer Insights -- Marketing Information and Customer Insights -- Assessing Marketing Information Needs -- Developing Marketing Information -- Internal Data -- Competitive Marketing Intelligence -- Marketing Research -- Defining the Problem and Research Objectives -- Developing the Research Plan -- Gathering Secondary Data -- Primary Data Collection -- Implementing the Research Plan -- Interpreting and Reporting the Findings -- Analyzing and Using Marketing Information -- Customer Relationship Management -- Distributing and Using Marketing Information -- Other Marketing Information Considerations -- Marketing Research in Small Businesses and Nonprofit Organizations -- International Marketing Research -- Public Policy and Ethics in Marketing Research -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts 4. Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Radian6 -- Company Case: Harrah's Entertainment: Hitting the CRM Jackpot -- Consumer Markets and Consumer Buyer Behavior -- Model of Consumer Behavior -- Characteristics Affecting Consumer Behavior -- Cultural Factors -- Social Factors -- Personal Factors -- Psychological Factors -- Types of Buying Decision Behavior -- Complex Buying Behavior -- Dissonance-Reducing Buying Behavior -- Habitual Buying Behavior -- Variety-Seeking Buying Behavior -- The Buyer Decision Process -- Need Recognition -- Information Search -- Evaluation of Alternatives -- Purchase Decision -- Postpurchase Behavior -- The Buyer Decision Process for New Products -- Stages in the Adoption Process -- Individual Differences in Innovativeness -- Influence of Product Characteristics on Rate of Adoption -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Radian6 -- Company Case: Porsche: Guarding the Old While Bringing in the New 5. Business Markets and Business Buyer Behavior -- Business Markets -- Market Structure and Demand -- Nature of the Buying Unit -- Types of Decisions and the Decision Process -- Business Buyer Behavior -- Major Type of Buying Situations -- Participants in the Business Buying Process -- Major Influences on Business Buyers -- The Business Buying Process -- E-Procurement: Buying on the Internet -- Institutional and Government Markets -- Institutional Markets -- Government Markets -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Eaton -- Company Case: Cisco Systems: Solving Business Problems Through Collaboration -- Designing a Customer-Driven Strategy and Mix -- Customer-Driven Marketing Strategy: Creating Value for Target Customers -- Market Segmentation -- Segmenting Consumer Markets -- Segmenting Business Markets -- Segmenting International Markets -- Requirements for Effective Segmentation -- Market Targeting -- Evaluating Market Segments -- Selecting Target Market Segments -- Differentiation and Positioning 6. pt. 3 7. Positioning Maps -- Choosing a Differentiation and Positioning Strategy -- Communicating and Delivering the Chosen Position -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Meredith -- Company Case: Starbucks: Just Who Is the Starbucks Customer? -- Products, Services, and Brands: Building Customer Value -- What Is a Product? -- Products, Services, and Experiences -- Levels of Product and Services -- Product and Service Classifications -- Product and Service Decisions -- Individual Product and Service Decisions -- Product Line Decisions -- Product Mix Decisions -- Services Marketing -- The Nature and Characteristics of a Service -- Marketing Strategies for Service Firms -- Branding Strategy: Building Strong Brands -- Brand Equity -- Building Strong Brands -- Managing Brands -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics 8. Marketing & the Economy -- Marketing by the Numbers -- Video Case: General Mills -- GoGurt -- Company Case: Las Vegas: What's Not Happening in Vegas -- New Product Development and Product Life-Cycle Strategies -- New-Product Development Strategy -- The New-Product Development Process -- Idea Generation -- Idea Screening -- Concept Development and Testing -- Marketing Strategy Development -- Business Analysis -- Product Development -- Test Marketing -- Commercialization -- Managing New-Product Development -- Customer-Centered New-Product Development -- Team-Based New-Product Development -- Systematic New-Product Development -- New-Product Development in Turbulent Times -- Product Life-Cycle Strategies -- Introduction Stage -- Growth Stage -- Maturity Stage -- Decline Stage -- Additional Product and Service Considerations -- Product Decisions and Social Responsibility -- International Product and Services Marketing -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics 9. Marketing & the Economy -- Marketing by the Numbers -- Video Case: General Mills -- FiberOne -- Company Case: Samsung: From Gallop to Run -- Pricing: Understanding and Capturing Customer Value -- What Is a Price? -- Major Pricing Strategies -- Customer Value-Based Pricing -- Cost-Based Pricing -- Competition-Based Pricing -- Other Internal and External Considerations Affecting Price Decisions -- Overall Marketing Strategy, Objectives, and Mix -- Organizational Considerations -- The Market and Demand -- The Economy -- Other External Factors -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: IKEA 10. Note continued: Company Case: Southwest Airlines: Balancing the Price-Value Equation -- Pricing Strategies -- New-Product Pricing Strategies -- Market-Skimming Pricing -- Market-Penetration Pricing -- Product Mix Pricing Strategies -- Product Line Pricing -- Optional Product Pricing -- Captive Product Pricing -- By-Product Pricing -- Product Bundle Pricing -- Price Adjustment Strategies -- Discount and Allowance Pricing -- Segmented Pricing -- Psychological Pricing -- Promotional Pricing -- Geographical Pricing -- Dynamic Pricing -- International Pricing -- Price Changes -- Initiating Price Changes -- Responding to Price Changes -- Public Policy and Marketing -- Pricing within Channel Levels -- Pricing Across Channel Levels -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Smashburger -- Company Case: Payless ShoeSource: Paying Less for Fashion 11. Marketing Channels: Delivering Customer Value -- Supply Chains and the Value Delivery Network -- The Nature and Importance of Marketing Channels -- How Channel Members Add Value -- Number of Channel Levels -- Channel Behavior and Organization -- Channel Behavior -- Vertical Marketing Systems -- Horizontal Marketing Systems -- Multichannel Distribution Systems -- Changing Channel Organization -- Channel Design Decisions -- Analyzing Consumer Needs -- Setting Channel Objectives -- Identifying Major Alternatives -- Evaluating the Major Alternatives -- Designing International Distribution Channels -- Channel Management Decisions -- Selecting Channel Members -- Managing and Motivating Channel Members -- Evaluating Channel Members -- Public Policy and Distribution Decisions -- Marketing Logistics and Supply Chain Management -- Nature and Importance of Marketing Logistics -- Goals of the Logistics System -- Major Logistics Functions -- Integrated Logistics Management -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology 12. Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Progressive -- Company Case: Netflix: Disintermediator or Disintermediated? -- Retailing and Wholesaling -- Retailing -- Types of Retailers -- Retailer Marketing Decisions -- Retailing Trends and Developments -- Wholesaling -- Types of Wholesalers -- Wholesaler Marketing Decisions -- Trends in Wholesaling -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Zappos.com -- Company Case: Tesco Fresh & Easy: Another British Invasion -- Communicating Customer Value: Integrated Marketing Communications Strategy -- The Promotion Mix -- Integrated Marketing Communications -- The New Marketing Communications Model -- The Need for Integrated Marketing Communications -- A View of the Communication Process -- Steps in Developing Effective Marketing Communication 13. 14. Identifying the Target Audience -- Determining the Communication Objectives -- Designing a Message -- Choosing Media -- Selecting the Message Source -- Collecting Feedback -- Setting the Total Promotion Budget and Mix -- Setting the Total Promotion Budget -- Shaping the Overall Promotion Mix -- Integrating the Promotion Mix -- Socially Responsible Marketing Communication -- Advertising and Sales Promotion -- Personal Selling -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: CP + B -- Company Case: Pepsi: Can a Soda Really Make the World a Better Place? -- Advertising and Public Relations -- Advertising -- Setting Advertising Objectives -- Setting the Advertising Budget -- Developing Advertising Strategy -- Evaluating Advertising Effectiveness and the Return on Advertising Investment -- Other Advertising Considerations -- Public Relations 15. The Role and Impact of PR -- Major Public Relations Tools -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: E*TRADE -- Company Case: OgilvyOne: It's Not Creative Unless It Sells -- Personal Selling and Sales Promotion -- Personal Selling -- The Nature of Personal Selling -- The Role of the Sales Force -- Managing the Sales Force -- Designing the Sales Force Strategy and Structure -- Recruiting and Selecting Salespeople -- Training Salespeople -- Compensating Salespeople -- Supervising and Motivating Salespeople -- Evaluating Salespeople and Sales Force Performance -- The Personal Selling Process -- Steps in the Selling Process -- Personal Selling and Managing Customer Relationships -- Sales Promotion -- The Rapid Growth of Sales Promotion -- Sales Promotion Objectives -- Major Sales Promotion Tools -- Developing the Sales Promotion Program 16. Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Nestle Waters -- Company Case: HP: Overhauling a Vast Corporate Sales Force -- Direct and Online Marketing: Building Direct Customer Relationships -- The New Direct Marketing Model -- Growth and Benefits of Direct Marketing -- Benefits to Buyers -- Benefits to Sellers -- Customer Databases and Direct Marketing -- Forms of Direct Marketing -- Direct-Mail Marketing -- Catalog Marketing -- Telephone Marketing -- Direct-Response Television Marketing -- Kiosk Marketing -- New Digital Direct Marketing Technologies -- Online Marketing -- Marketing and the Internet -- Online Marketing Domains -- Setting Up an Online Marketing Presence -- Public Policy Issues in Direct Marketing -- Irritation, Unfairness, Deception, and Fraud -- Invasion of Privacy -- A Need for Action -- Reviewing Objectives and Key Terms 17. Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Zappos.com -- Company Case: EBay: Fixing an Online Marketing Pioneer -- Extending Marketing -- Creating Competitive Advantage -- Competitor Analysis -- Identifying Competitors -- Assessing Competitors -- Selecting Competitors to Attack and Avoid -- Designing a Competitive Intelligence System -- Competitive Strategies -- Approaches to Marketing Strategy -- Basic Competitive Strategies -- Competitive Positions -- Market Leader Strategies -- Market Challenger Strategies -- Market Follower Strategies -- Market Nicher Strategies -- Balancing Customer and Competitor Orientations -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Umpqua Bank -- Company Case: Ford: Resurrecting an Iconic Company pt. 4 18. The Global Marketplace -- Global Marketing Today -- Looking at the Global Marketing Environment -- The International Trade System -- Economic Environment -- Political-Legal Environment -- Cultural Environment -- Deciding Whether to Go Global -- Deciding Which Markets to Enter -- Deciding How to Enter the Market -- Exporting -- Joint Venturing -- Direct Investment -- Deciding on the Global Marketing Program -- Product -- Promotion -- Price -- Distribution Channels -- Deciding on the Global Marketing Organization -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Monster -- Company Case: Nokia: Envisioning a Connected World -- Sustainable Marketing: Social Responsibility and Ethics -- Sustainable Marketing -- Social Criticisms of Marketing -- Marketing's Impact on Individual Consumers -- Marketing's Impact on Society as a Whole 19. 20. Marketing's Impact on Other Businesses -- Consumer Actions to Promote Sustainable Marketing -- Consumerism -- Environmentalism -- Public Actions to Regulate Marketing -- Business Actions Toward Sustainable Marketing -- Sustainable Marketing Principles -- Marketing Ethics -- The Sustainable Company -- Reviewing Objectives and Key Terms -- Key Terms -- Discussing & Applying the Concepts -- Focus on Technology -- Focus on Ethics -- Marketing & the Economy -- Marketing by the Numbers -- Video Case: Land Rover -- Company Case: International Paper: Combining Industry and Social Responsibility
9780132167123 0132167123
2010052017
Marketing
HF5415 / .K636 2012 HF5415 / .K636 2012
658.8