TY  - BOOK
AU  - Kotler,Philip
AU  - Armstrong,Gary
TI  - Principles of marketing
SN  - 9780132167123
AV  - HF5415 .K636 2012
U1  - 658.8 22
PY  - 2012///
CY  - Boston
PB  - Pearson Prentice Hall
KW  - Marketing
N1  - Includes bibliographical references.; Machine generated contents note; pt. 1; Defining Marketing and the Marketing Process --; 1; 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; 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 --; 2; 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; 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 --; pt. 2; Understanding the Marketplace and Consumers --; 3; 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; Focus on Ethics --; Marketing & the Economy --; Marketing by the Numbers --; Video Case: TOMS Shoes --; Company Case: Target: From "Expect More" to "Pay Less" --; 4; 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; 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 --; 5; 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; 6; 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 --; pt. 3; Designing a Customer-Driven Strategy and Mix --; 7; 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; 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? --; 8; 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; Marketing & the Economy --; Marketing by the Numbers --; Video Case: General Mills -- GoGurt --; Company Case: Las Vegas: What's Not Happening in Vegas --; 9; 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; Marketing & the Economy --; Marketing by the Numbers --; Video Case: General Mills -- FiberOne --; Company Case: Samsung: From Gallop to Run --; 10; 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; Note continued; Company Case: Southwest Airlines: Balancing the Price-Value Equation --; 11; 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; 12; 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; Focus on Ethics --; Marketing & the Economy --; Marketing by the Numbers --; Video Case: Progressive --; Company Case: Netflix: Disintermediator or Disintermediated? --; 13; 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 --; 14; 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; 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? --; 15; 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; 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 --; 16; 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; 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 --; 17; 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; 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 --; pt. 4; Extending Marketing --; 18; 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; 19; 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 --; 20; 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; 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
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