Marketing management: analysis, planning, implementation, and control
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Englewood Cliffs, NJ
Prentice-Hall
1991
|
| Ausgabe: | 7. ed. |
| Schriftenreihe: | The Prentice-Hall series in marketing
Prentice-Hall international editions |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Literaturangaben |
| Beschreibung: | XXVI, 756 S. graph. Darst. |
| ISBN: | 0135634792 0135524806 |
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Datensatz im Suchindex
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ft r contents
PREFACE xxii
/ Part I UNDERSTANDING MARKETING MANAGEMENT
,: / UNDERSTANDING THE CRITICAL ROLE OF
1 MARKETING IN ORGANIZATIONS AND SOCIETY /
THE CORE CONCEPTS OF MARKETING 4
¦* Needs, Wants, and Demands 4 Products 5 Value, Cost, and Satisfaction^
Exchange, Transactions, and Relationships 6 Markets 8 Marketing and
Marketers 10 ^
MARKETING MANAGEMENT 11
Marketing Concepts and Tools: Demand States and Marketing Tasks (12
COMPANY ORIENTATIONS TOWARD THE MARKETPLACE 12
The Production Concept 12 The Product Concept 14 The Selling
Concept 15 The Marketing Concept (k MarketingStrategies 1 1: The Secret
, of L. L. Bean s Profitability—Customer Satisfaction 19/1 Marketing Strategies
^ 1 2: How Jan Carlzon Marketized SAS 23 The Societal Marketing
Concept 25 Companies and Industries: Five Stages in the Slow Learning of
Bank Marketing 26
THE RAPID ADOPTION OF MARKETING MANAGEMENT 28
In the Business Sector 28 In the Nonprofit Sector 28 In the International Sector 29
SUMMARY 29
O LAYING THE GROUNDWORK THROUGH
^ STRATEGIC PLANNING 32
CORPORATE STRATEGIC PLANNING 35
Corporate Mission 35 Strategic Business Unit Identification 37 Evaluating
the Current Business Portfolio 39 Corporate New Business Plan 44
BUSINESS STRATEGIC PLANNING 47
Business Mission 47 External Environment Analysis (Opportunity and Threat
Analysis) 48 Marketing Strategies: Which Company Should Produce an Electric
Car? 4^ Internal Environment Analysis (Strengths/Weaknesses Analysis) 50
Marketing Concepts and Tools 2 1: Assessing Interdepartmental Strengths and
WeaknessesC^) Goal Formulation, 53 Strategy Formulation 54 Program
Formulation 55 Implementation^ Marketing Concepts and Tools 2 2:
Vli
Strategic Groups in the Truck Manufacturing Industry 56 Feedback and
Control 57
SUMMARY 58
J MANAGING THE MARKETING PROCESS
AND MARKETING PLANNING 61
THE MARKETING PROCES^ 62
Analyzing Market Opportunities 64 Researching and Selecting Target Markets
and Positioning the Offer 65 Designing Marketing Strategies 66 Planning
Marketing Programs 68 Organizing, Implementing, and Controlling the
Marketing Effort 70
THE NATURE AND CONTENTS OF A MARKETING PLAN 72
Executive Summary 73 Current Marketing Situation 73 Opportunity and
Issue Analysis 75 Objectives 76 Marketing Strategy 77 Action
Programs 78 Projected Profit and Loss Statement 79 Controls 79
SUMMARY 79
APPENDIX: THE THEORY OF EFFECTIVE
MARKETING RESOURCE ALLOCATION 82
ParM^NALYZIN^ARKETINGOPPOR™
A MARKETING INFORMATION SYSTEMS
^ AND MARKETING RESEARCH 94
CONCEPT AND COMPONENTS OF A MARKETING INFORMATION SYSTEM 96
INTERNAL RECORDS SYSTEM 97
The Order Shipping Billing Cycle 97 The System of Sales Reporting 97
Designing a User Oriented Reports System 97
MARKETING INTELLIGENCE SYSTEM 98
MARKETING RESEARCH SYSTEM 99
Marketing Strategies 4 1: A New Answer to Information Needs—Information
Centers 1QQ Suppliers of Marketing Research 100 The Scope of Marketing
Research 101 The Marketing Research Process 102 Marketing Concepts and
Tools 4 1: A Questionable Questionnaire 107 Marketing Concepts and Tools
4 2: The Marketer s Dream—Measuring Consumer Response to Ads 112
Characteristics of Good Marketing Research 112 Management s Use of
Marketing Research 11;$
MARKETING DECISION SUPPORT SYSTEM 114
Marketing Strategies 4 2: The 1990s Marketing Manager Uses Information
Power 115
SUMMARY 115
APPENDIX: MARKETING DECISION SUPPORT
SYSTEMS 118
trill r~
5 ANALYZING THE MARKETING ENVIRONMENT 127
ACTORS IN THE COMPANY S MICROENVIRONMENT 129
Company 129 Suppliers 130 Marketing Intermediaries 131
Customers 132 Competitors 133 Publics 134
FORCES IN THE COMPANY S MACROENVIRONMENT 135
Demographic Environment 135 Marketing Environment and Trends 5 1:
Impact of Consumerism on Marketing Practices 136 Marketing Environment
and Trends 5 2: Age Group Growth Trends and Their Marketing Implications 138
Economic Environment 140 Natural Environment 142 Marketing
Environment and Trends 5 3: Impact of Environmentalism on Marketing Decision
Making 143 Technological Environment 144
Political Environment 146 Cultural Environment 149 Marketing Environment and
Trends 5 4: Ten Megatrends of Great Import to Marketers 152
SUMMARY 152
APPENDIX: MAPPING A COMPANY S MARKETING
ENVIRONMENT, MARKETING SYSTEM,
AND MARKETING STRATEGY 155
A ANALYZING CONSUMER MARKETS
u AND BUYER BEHAVIOR 161
Marketing Environment and Trends 6 1: Three Market Segments—Hispanic,
Black, and Older Consumers 162
A MODEL OF CONSUMER BEHAVIOR(l63
MAJOR FACTORS INFLUENCING CONSUMER BEHAVIOR 164 ,
Cultural Factors 165 Social Factors 166 Marketing Environment and Trends
6 2: Women Become a More Important Market for Car Buying 169 Personal
Factors 170 Marketing Concepts and Tools: How Lifestyles Are Identified 172
Psychological Factors 174
THE BUYING DECISION PROCESS 178 ,
Buying Roles 178 Types of Buying Behavior 179 Researching the Buying
Decision Process 181 Stages in the Buying Decision Process 182
SUMMARY 189
APPENDIX: SOME ALTERNATIVE DECISION
PROCESSES USED BY CONSUMERS TO EVALUATE
ALTERNATIVE BRANDS 193
7 ANALYZING BUSINESS MARKETS
f AND ORGANIZATIONAL BUYING BEHAVIOR 195
THE INDUSTRIAL MARKET 196
Who Is in the Industrial Market? 196 What Buying Decisions Do Industrial
Buyers Make?, 198 Who Participates in the Industrial Buying Process? 200
What Are the Major Influences on Industrial Buyers? 201 Marketing Strategies
Contents IX
7 l:Just in Time Production Changes the Face of Organizational Buying 204
How Do Industrial Buyers Make Their Buying Decisions? 204
THE RESELLER MARKET 210
Who Is in the Reseller Market? 210 Marketing Strategies 7 2: Adapting
Marketing Strategy to the Type of Industrial Buyer Segment—The Case of
Microprocessors 210 What Buying Decisions Do Resellers Make? 211 Who
Participates in the Reseller Buying Process? 211 What Are the Major
Influences on Reseller Buyers? 212 How Do Resellers Make Their Buying
Decisions? 212 Marketing Concepts and Tools: A New Tool for
Resellers—Direct Product Profitability (DPP) 213
THE GOVERNMENT MARKET 214
Who Is in the Government Market? 214 What Buying Decisions Do
Government Buyers Make? 214 Who Participates in the Government Buying
Process? 214 Companies and Industries: The Institutional Market 215 What
Are the Major Influences on Government Buyers? 215 How Do Government Buyers
Make Their Buying Decisions? 215
SUMMARY 216
Q ANALYZING COMPETITORS 220
IDENTIFYING THE COMPANY S COMPETITORS 221
Industry Concept of Competition 222 Marketing Concept and Tools 8 1: Five
Industry Structure Types 224 Market Concept of Competition 225
IDENTIFYING THE COMPETITORS STRATEGIES 226
DETERMINING THE COMPETITORS OBJECTIVES 227
ASSESSING THE COMPETITORS STRENGTHS AND WEAKNESSES 229
Marketing Concepts and Tools 8 2: Du Pont Profitability Chart 231
ESTIMATING THE COMPETITORS REACTION PATTERNS 231
DESIGNING THE COMPETITIVE INTELLIGENCE SYSTEM 232
Marketing Concepts and Tools 8 3: Intelligence Gathering—Snooping on
Competitors 233
SELECTING COMPETITORS TO ATTACK AND AVOID 234
Marketing Concepts and Tools 8 4: Customer Value Analysis—The Key to
Competitive Advantage 235
BALANCING CUSTOMER AND COMPETITOR ORIENTATIONS 236
SUMMARY 237
Part III RESEARCHING AND SELECTING TARGET MARKETS
Q MEASURING AND FORECASTING
y MARKET DEMAND 240
MAJOR CONCEPTS IN DEMAND MEASUREMENT 241
A Multitude of Measures of Market Demand 241 Which Market to
Measure? 241 A Vocabulary for Demand Measure 243
ESTIMATING CURRENT DEMAND 246
Total Market Potential 246 Area Market Potential 247 Marketing Concepts
and Tools 9 1: Geodemographic Analysis—A New Tool for Identifying Market
Targets 250 Estimating Industry Sales and Market Shares 251
ESTIMATING FUTURE DEMAND 251
Marketing Concepts and Tools 9 2: Methods of Environmental Forecasting 252
Survey of Buyers Intentions 252 Composite of Salesforce Opinions 254
X Contents
I
Expert Opinion 254 Market Test Method 254 Time Series Analysis 255
Statistical Demand Analysis 256
SUMMARY 257
APPENDIX: DETERMINANTS OF COMPANY
MARKET SHARE 259
If) IDENTIFYING MARKET SEGMENTS
1U AND SELECTING TARGET MARKETS 261
MARKET SEGMENTATION 263
The General Approach to Segmenting a Market 263 Markets and Niches 264
Patterns of Market Segmentation 264 Marketing Strategies: Customized
Marketing—It s Coming Back 265 Market Segmentation Procedure 266
Bases for Segmenting Consumer Markets 268 Bases for Segmenting Industrial
Markets 276 Developing the Customer Segment Profile 277 Requirements
for Effective Segmentation 278
MARKET TARGETING 279
Evaluating the Market Segments 279 Selecting the Market Segments 281
Other Considerations in Evaluating and Selecting Segments 284
SUMMARY 286
Part IV DESIGNING MARKETING STRATEGIES
// MARKETING STRATEGIES FOR DIFFERENTIATING
11 AND POSITIONING THE MARKETING OFFER 288
HOW BUYERS DEFINE VALUE AND CHOOSE SUPPLIERS 289
IDENTIFYING POTENTIAL COMPETITIVE ADVANTAGES THROUGH
VALUE CHAIN ANALYSIS 292
TOOLS FOR COMPETITIVE DIFFERENTIATION 293
Product Differentiation 293 Services Differentiation 297 Marketing
Strategies 11 1: Turbomarketing—Using Quick Response Time as a Competitive
Tool 298 Personnel Differentiation 300 Image Differentiation 300
DEVELOPING A POSITIONING STRATEGY 301
How Many Differences to Promote? 303 Marketing Concepts and Tools:
Positioning Theme Parks 304 Which Differences to Promote? 304 Marketing
Strategies 11 2: Positioning According to Ries and Trout 306
COMMUNICATING THE COMPANY S POSITIONING 307
SUMMARY 308
JO DEVELOPING, TESTING, AND LAUNCHING
l^ NEW PRODUCTS AND SERVICES 310
THE NEW PRODUCT DEVELOPMENT DILEMMA 312
EFFECTIVE ORGANIZATIONAL ARRANGEMENTS 313
Marketing Concepts and Tools 12 1: Key Findings on New Product Management
Activity 314 Companies and Industries: 3M s Approach to Innovation 316
Contents Xi
IDEA GENERATION 317
Sources of New Product Ideas 317 Idea Generating Techniques 318
IDEA SCREENING 320
Product Idea Rating Devices 321
CONCEPT DEVELOPMENT AND TESTING 323
Concept Development 323 Concept Testing 324
MARKETING STRATEGY DEVELOPMENT 325
Marketing Concepts and Tools 12 2: Measuring Consumer Preferences 326
BUSINESS ANALYSIS 328
Estimating Sales 328 Estimating Costs and Profits 329 Marketing Concepts
and Tools 12 3: Estimating First Time Purchases of New Products 331
PRODUCT DEVELOPMENT 332
Marketing Concepts and Tools 12 4: Methods for Measuring Consumer
Preferences 333
MARKET TESTING 333
Consumer Goods Market Testing 334 Marketing Concepts and Tools 12 5:
Decisions Facing Management in Setting Up Test Markets 336 Marketing
Strategies: Not Whether to Test But How to Test —The Case of New Coke 337
Industrial Goods Market Testing 338
COMMERCIALIZATION 338
When (Timing) 339 Where (Geographical Strategy) 339 To Whom
(Target Market Prospects) 340 How (Introductory Market Strategy) 340
THE CONSUMER ADOPTION PROCESS 340
Concepts in Innovation, Diffusion, and Adoption 342 Stages in the Adoption
Process 342 Individual Differences in Innovativeness 342 Role of Personal
Influence 343 Influence of Product Characteristics on the Rate of
Adoption 344 Influence of Organizational Buyers Characteristics on the Rate
of Adoption 344
SUMMARY 345
IT MANAGING PRODUCTS
LsJ THROUGH THEIR PRODUCT LIFE CYCLE 347
THE PRODUCT LIFE CYCLE 348
Demand/Technology Life Cycle 348 Stages in the Product Life Cycle 349
Product Category, Product Form, and Brand Life Cycles 350 Other Shapes of
the Product Life Cycle 351 Marketing Concepts and Tools: Forecasting the
Shape and Duration of the Product Life Cycle 353 Rationale for the Product
Life Cycle 354
INTRODUCTION STAGE 354
Market Strategies in the Introduction Stage 355 Marketing Strategies 13 1:
The Market Pioneer Advantage 356
GROWTH STAGE 358
Marketing Strategies in the Growth Stage 358
MATURITY STAGE 358
Marketing Strategies in the Mature Stage 359 Marketing Strategies 13 2:
Breaking Through the Mature Product Syndrome 362
DECLINE STAGE 362
Marketing Strategies during the Decline Stage 363
SUMMARY AND CRITIQUE OF THE PRODUCT LIFE CYCLE CONCEPT 364
THE CONCEPT OF MARKET EVOLUTION 366
Stages in Market Evolution 367 Dynamics of Attribute Competition 369
SUMMARY 370
Xii Contents
f
/y/ DESIGNING MARKETING STRATEGIES
l^ FOR MARKET LEADERS, CHALLENGERS,
FOLLOWERS, AND NICHERS 373
MARKET LEADER STRATEGIES 375
Expanding the Total Market 375 Defending Market Share 377 Marketing
Strategies 14 1: Defensive Strategies According to the Defender Model 378
Expanding Market Share 381 Marketing Concepts and Tools: The Impact of
Different Marketing Mix Variables on Market Share 384
MARKET CHALLENGER STRATEGIES 385
Denning the Strategic Objective and Opponent(s) 385 Companies and
Industries: How Procter Gamble and Caterpillar Maintain Their Market
Leadership 386 Choosing an Attack Strategy 389
MARKET FOLLOWER STRATEGIES 392
Marketing Strategies 14 2: Some Attack Strategies Available to Challengers 393
MARKET NICHER STRATEGIES 394
Marketing Strategies 14 3: Specialist Roles Open to Market Nichers 396
Marketing Strategies 14 4: Strategies for Entering Markets Held by Incumbent
Firms 396
SUMMARY 397
#C DESIGNING STRATEGIES
iy FOR THE GLORAL MARKETPLACE 399
Market Environment and Trends 15 1: How Does the U.S. Perform in World
Trade? 401 Marketing Strategies 15 1: Global Marketing Blunders 403
APPRAISING THE GLOBAL MARKETING ENVIRONMENT 403
The International Trade System 404 Economic Environment 404
Political Legal Environment 405 Marketing Environment and Trends 15 2:
How Nations Have Been Moving Back to Baiter 406 Marketing
Strategies 15 2: Megamarketing—Breaking into Blocked Markets 407 Cultural
Environment 407 Business Environment 407
DECIDING WHETHER TO GO ABROAD 408
Marketing Environment and Trends 15 3: The International Product
Life Cycle 409
DECIDING WHICH MARKETS TO ENTER 409
Marketing Strategies 15 3: Should Multinationals Restrict Their Trade to
the Triad Markets? 410 Marketing Concepts and Tools: Assessing Country
Risk 412
DECIDING HOW TO ENTER THE MARKET 413
Indirect Export 413 Direct Export 413 Licensing 414 Joint Ventures 414
Direct Investment 415 The Internationalization Process 415
DECIDING ON THE MARKETING PROGRAM 416
Product 416 Promotion 417 Marketing Strategies 15 4: Global
Standardization or Adaptation? 418 Price 420 Distribution
Channels 421
DECIDING ON THE MARKETING ORGANIZATION 422
Export Department 422 International Division 422 Global
Organization 423 Companies and Industries: The World s Champion
Marketers—The Japanese? 424
SUMMARY 424
Contents Xlii
Part V PLANNING MARKETING PROGRAMS 1A MANAGING PRODUCT LINES, BRANDS,
IU AND PACKAGING 428
WHAT IS A PRODUCT? 429
Five Levels of a Product 429 Product Hierarchy 431 Product
Classifications 432
PRODUCT MIX DECISIONS 432
Marketing Concepts and Tools: Product Classifications and Their
Marketing Strategy Implications 433
PRODUCT LINE DECISIONS 436
Product Line Analysis 436 Product Line Length 437 Line Modernization
Decision 440 line Featuring Decision 440 Line Pruning Decision 441
BRAND DECISIONS 441
Branding Decision 442 Brand Sponsor Decision 444 Marketing Strategies:
Licensing Brand Names for Royalties 444 Family Brand Decision 445
Brand Extension Decision 447 Multibrand Decision 447
Brand Repositioning Decision 448
PACKAGING AND LABELING DECISIONS 449
SUMMARY 451
17 MANAGING SERVICE BUSINESSES
1 £ AND ANCILLARY SERVICES 453
NATURE AND CLASSIFICATION OF SERVICES 455
CHARACTERISTICS OF SERVICES AND THEIR MARKETING IMPLICATIONS 456
Intangibility 456 Inseparability 457 Variability 457 Perishability 458
MARKETING STRATEGIES FOR SERVICE FIRMS 459
Marketing Strategies: Motivating Employees to Care for the Customer—The Case
of Hospitals 461 Managing Differentiation 461 Managing Service
Quality 463 Marketing Concepts and Tools: Market Performance Analysis 466
Companies and Industries: Walt Disney Enterprises—A Highly Responsive
Organization 467 Managing Productivity 467
MANAGING PRODUCT SUPPORT SERVICES 468
Presale Service Strategy 469 Postsale Service Strategy 469
SUMMARY 470
/ Q DESIGNING PRICING STRATEGIES
1U AND PROGRAMS 473
SETTING THE PRICE 475
Selecting the Pricing Objective 476 Marketing Concepts and Tools 18 1:
Finding the Profit Maximizing Price 477 Determining Demand 478
Estimating Costs 480 Analyzing Competitors Prices and Offers 482
Selecting a Pricing Method 482 Marketing Concepts and Tools 18 2: Methods
of Estimating Perceived Value—An Illustration 486 Marketing Concepts and
Tools 18 3: Methods for Establishing a Price Around a Perceived Value 488
Selecting the Final Price 489
XiV Contents
ADAPTING THE PRICE 490
Marketing Strategies 18 1: Five Geographical Pricing Strategies 490
Geographical Pricing 491 Price Discounts and Allowances 491
Promotional Pricing 492 Discriminatory Pricing 493 Product Mix
Pricing 494
INITIATING AND RESPONDING TO PRICE CHANGES 495
Initiating Price Cuts 495 Marketing Strategies 18 2: Analyzing the Marketing
Mix Alternatives Facing a Firm in an Economic Recession 496 Initiating Price
Increases 498 Customers Reactions to Price Changes 499 Competitors
Reactions to Price Changes 500 Responding to Price Changes 500 Marketing
Concepts and Tools 18 4: How a Large Chemical Company Used Decision Theory
to Assess Probable Competitors Reactions to a Contemplated Price Cut 501
SUMMARY 503
JQ SELECTING AND MANAGING MARKETING
iy CHANNELS 506
THE NATURE OF MARKETING CHANNELS 508
Why Are Marketing Intermediaries Used? 508 Marketing Channel Functions
and Flows 509 Number of Channel Levels 510 Channels in the Service
Sector 512
CHANNEL DESIGN DECISIONS 513
Analyzing Service Output Levels Desired by Customers 513 Establishing the
Channel Objectives and Constraints 514 Identifying the Major Channel
Alternatives 515 Evaluating the Major Channel Alternatives 516
CHANNEL MANAGEMENT DECISIONS 518
Selecting Channel Members 518 Motivating Channel Members 518
Companies and Industries: Building a Distributor Team for Epson Products 519
Marketing Concepts and Tools 19 1: Five Bases of Power for Managing
Channel Relationships 520 Evaluating Channel Members 521 Marketing
Strategies 19 1: Turning Industrial Distributors into Business Partners 521
Modifying Channel Arrangements 522 Marketing Strategies 19 2: Smart
Companies Change Their Marketing Channels Over the Product Life
Cycle 523
CHANNEL DYNAMICS 523
Marketing Concepts and Tools 19 2: Modifying Existing Distribution Systems
Toward the Ideal 524 Growth of Vertical Marketing Systems 525
Growth of Horizontal Marketing Systems 527 Growth of Multichannel
Marketing Systems 527 Roles of Individual Firms in a Channel 528
Marketing Strategies 19 3: The Case for Multichannel Marketing 529
CHANNEL COOPERATION, CONFLICT, AND COMPETITION 530
Types of Conflict and Competition 530 Causes of Channel Conflict 530
Managing Channel Conflict 531
SUMMARY 532
Of) MANAGING RETAILING, WHOLESALING,
^ U AND PHYSICAL DISTRIRUTION SYSTEMS 534
RETAILING 535
Nature and Importance of Retailing 535 Types of Retailers 535 Marketing
Environment and Trends 20 1: Major Retailer Types 537 Retailer Marketing
Decisions 543 Marketing Strategies 20 1: Does an Everyday Low Prices
Contents XV
Strategy Make More Sense Than a Promotional Pricing Strategy? 547
Trends in Retailing 548
WHOLESALING 549
Nature and Importance of Wholesaling 549 Growth and Types of
Wholesaling 550 Wholesaler Marketing Decisions 550 Marketing
Environment and Trends 20 2: Major Wholesaler Types 551 Trends in
Wholesaling 554
PHYSICAL DISTRIBUTION 554
Nature of Physical Distribution 554 Marketing Strategies 20 2: Strategies of
High Performance Wholesaler Distributors 555 The Physical Distribution
Objective 557 Order Processing 558 Warehousing 559 Inventory 560
Transportation 561 Organizational Responsibility for Physical
Distribution 561 Marketing Environment and Trends 20 3: Five Major
Transportation Modes 562
SUMMARY 562
?/ DESIGNING COMMUNICATION
**L AND PROMOTION MIX STRATEGIES 566
THE COMMUNICATION PROCESS 568
STEPS IN DEVELOPING EFFECTIVE COMMUNICATIONS 570
Identifying the Target Audience 570 Determining the Communication
Objectives 573 Designing the Message 575 Marketing Concepts and Tools
21 1: Determining the Target Audience and Sought Response 576 Market
Strategies 21 1: Do Fear Appeals Work? 577 Selecting the Communication
Channels 579 Companies and Industries: Dentists Use Word of Mouth to
Draw Mouths to Their Practice 580 Establishing the Total Promotion
Budget 581 Deciding on the Promotion Mix 583 Marketing Strategies
21 2: The Promotional Mix of Business to Business Marketers 584 Marketing
Strategies 21 3: Role of Corporate Advertising in Industrial Marketing 587
Marketing Concepts and Tools 21 2: The Advisor Project Probes into How
Industrial Marketers Set Their Marketing Expenditures Budgets 589 Measuring
Promotion s Results 590 Managing and Coordinating the Marketing
Communication Process 591
SUMMARY 592
22 DESIGNING EFFECTIVE ADVERTISING PROGRAMS 595
Companies and Industries: How Does an Advertising Agency Work? 597
SETTING THE ADVERTISING OBJECTIVES 598
DECIDING ON THE ADVERTISING BUDGET 599
DECIDING ON THE MESSAGE 601
Message Generation 601 Message Evaluation and Selection 602 Message
Execution 603 Marketing Strategies: Celebrity Endorsements as a
Strategy 605
DECIDING ON THE MEDIA 606
Deciding on Reach, Frequency, and Impact 606 Choosing among Major Media
Types 608 Selecting Specific Media Vehicles 609 Marketing Environment
and Trends: The Ceaseless Search for New Media 610 Deciding on Media
Timing 611
XVl Contents
I
EVALUATING ADVERTISING EFFECTIVENESS 613
Communication Effect Research 614 Marketing Concepts and Tools: Some
Advertising Research Techniques 615 Sales Effect Research 615
SUMMARY 617
J?T DESIGNING DIRECT MARKETING, SALES PROMOTION,
^^ AND PUBLIC RELATIONS PROGRAMS 620
DIRECT MARKETING 621
Nature, Growth, and Advantages of Direct Marketing 622 Marketing Concepts
and Tools 23 1: Major Tools of Direct Marketing 623 The Development of
Integrated Direct Marketing 626 Developing a Marketing Database
System 627 Marketing Concepts and Tools 23 2: The Maximarketing Model
for Integrated Marketing 628 Major Decisions in Direct Marketing 628
SALES PROMOTION 631
Rapid Growth of Sales Promotion 631 Purpose of Sales Promotion 632
Major Decisions in Sales Promotion 633 Establishing the Sales Promotion
Objectives 633 Selecting the Sales Promotion Tools 634 Marketing Concepts
and Tools 23 3: Major Common Promotional Tools 634 Marketing Concepts
and Tools 23 4: Major Trade Promotion Tools 636 Marketing Concepts and
Tools 23 5: Major Business Promotion Tools 638 Developing the Sales
Promotion Program 639
PUBLIC RELATIONS 641
Major Decisions in Marketing PR 643 Marketing Concepts and Tools 23 6:
Major Tools in Marketing PR 644
SUMMARY 646
2A MANAGING THE SALESFORCE 649
DESIGNING THE SALESFORCE 651
Salesforce Objectives 651 Salesforce Strategy 652 Salesforce
Structure 653 Companies and Industries: Building a Salesforce from
Scratch—The Case of Wilkinson 654 Marketing Strategies 24 1: National
Account Management—What It Is and How It Works 656 Salesforce
Size 657 Salesforce Compensation 658
MANAGING THE SALESFORCE 659
Recruiting and Selecting Sales Representatives 659 Marketing Concepts and
Tools 24 1: Sales Plans and Components 660 Training Sales
Representatives 661 Directing Sales Representatives 663 Marketing
Environment and Trends 24 1: How Efficiently Do Companies Manage Their
Salesforces? 663 Motivating Sales Representatives 665 Marketing
Environment and Trend 24 2: Salespeople Use Computers as a Productivity
Tool 666 Evaluating Sales Representatives 668
PRINCIPLES OF PERSONAL SELLING 670
Selling 671 Marketing Concepts and Tools 24 2: The Variety of Selling Styles
and Buying Styles 672 Negotiation 675 Marketing Concepts and Tools
24 3: The Principled Negotiation Approach to Bargaining 677 Marketing
Strategies 24 2: Some Classic Bargaining Tactics 678 Relationship
Management 678 Marketing Strategies 24 3: When—And How—To Use
Relationship Marketing 680
SUMMARY 681
Contents XVil
Part VI ORGANIZING, IMPLEMENTING, AND CONTROLLING
MARKETINGEFFOR^
?C ORGANIZING AND IMPLEMENTING MARKETING
^J PROGRAMS 684
COMPANY ORGANIZATION 685
MARKETING ORGANIZATION 687
The Evolution of the Marketing Department 687 Ways of Organizing the
Marketing Department 689 Marketing Environment and Trends 25 1:
Regionalization—A Passing Fad or the New Marketing Era? 690 Market
Management Organization 694 Marketing Environment and Trends 25 2:
What s the Future of Brand Management? 695 Marketing s Relations with
Other Departments 699 Strategies for Building a Companywide Marketing
Orientation 702
MARKETING IMPLEMENTATION 704
Diagnostic Skills 705 Company Levels 705 Marketing Implementation
Skills 705 Implementation Evaluation Skills 705
SUMMARY 706
JA EVALUATING AND CONTROLLING MARKETING
*u PERFORMANCE 70S
ANNUAL PLAN CONTROL 710
Sales Analysis 710 Market Share Analysis 711 Marketing Concepts and Tools:
Denning and Measuring Market Share 712 Marketing Expense to Sales
Analysis 713 Financial Analysis 714 Customer Satisfaction Tracking 715
Corrective Action 716
PROFITABILITY CONTROL 717
Methodology of Marketing Profitability Analysis 717 Determining the Best
Corrective Action 719 Direct versus Full Costing 719
EFFICIENCY CONTROL 720
Salesforce Efficiency 720 Advertising Efficiency 720 Sales Promotion
Efficiency 722 Distribution Efficiency 722
STRATEGIC CONTROL 722
Marketing Effectiveness Rating Review 722 The Marketing Audit 725
THE MARKETING CONTROLLER CONCEPT 729
SUMMARY 731
AUTHOR INDEX 733
COMPANY/RRAND INDEX 739
SURJECT INDEX 745
XVlil Contents
I
classification of exhibits
Marketing Strategies
1 1 The Secret of L. L. Bean s Profitability: Customer Satisfaction 19
1 2 How Jan Carlzon Marketized SAS 23
Which Company Should Produce an Electric Car? 49
4 1 A New Answer to Information Needs—Information Centers 100
4 2 The 1990s Marketing Manager Uses Information Power 115
7 1 Just In Time Production Changes the Face of Organizational Buying 204
7 2 Adapting Marketing Strategy to the Type of Industrial Buyer Segment: The Case of
Microprocessors 210
Customized Marketing: It s Coming Back 265
11 1 Turbomarketing: Using Quick Response Time as a Competitive Tool 298
11 2 Positioning According to Ries and Trout 306
Not Whether to Test but How to Test —The Case of New Coke 337
13 1 The Market Pioneer Advantage 356
13 2 Breaking Through the Mature Product Syndrome 362
14 1 Defensive Strategies According to the Defender Model 378
14 2 Some Attack Strategies Available to Challengers 393
14 3 Specialist Roles Open to Market Nichers 396
14 4 Strategies for Entering Markets Held by Incumbent Firms 396
15 1 Global Marketing Blunders 403
15 2 Megamarketing: Breaking into Blocked Markets 407
15 3 Should Multinationals Restrict Their Trade to the Triad Markets? 410
15 4 Global Standardization or Adaptation? 418
Licensing Brand Names for Royalties 444
Motivating Employees to Care for the Customer: The Case of Hospitals 461
18 1 Five Geographical Pricing Strategies 490
18 2 Analyzing the Marketing Mix Alternatives Facing a Firm in an Economic
Recession 496
19 1 Turning Industrial Distributors into Business Partners 521
19 2 Smart Companies Change Their Marketing Channels Over the Product Life
Cycle 523
19 3 The Case for Multichannel Marketing 529
20 1 Does an Everyday Low Prices Strategy Make More Sense than a Promotional Pricing
Strategy? 547
20 2 Strategies of High Performance Wholesaler Distributors 555
21 1 Do Fear Appeals Work? 577
21 2 The Promotional Mix of Business to Business Marketers 584
21 3 Role of Corporate Advertising in Industrial Marketing 587
Celebrity Endorsements as a Strategy 605
24 1 National Account Management—What It Is and How It Works 656
24 2 Some Classic Bargaining Tactics 678
24 3 When—and How—to Use Relationship Marketing 680
xix
Marketing Concepts and Tools Demand States and Marketing Tasks 12
2 1 Assessing Interdepartmental Strength and Weaknesses 52
2 2 Strategic Groups in the Truck Manufacturing Industry 56
Marketing Mix Interactions Need to Be Watched 90
4 1 A Questionable Questionnaire 707
4 2 The Marketer s Dream: Measuring Consumer Response to Ads 112
How Lifestyles Are Identified 172
A New Tool for Resellers: Direct Product Profitability (DPP) 213
8 1 Five Industry Structure Types 224
8 2 Du Pont Profitability Chan 231
8 3 Intelligence Gathering: Snooping on Competitors 233
8 4 Customer Value Analysis: The Key to Competitive Advantage 235
9 1 Geodemographic Analysis: A New Tool for Identifying Market Targets 250
9 2 Methods of Environmental Forecasting 252
Positioning Theme Parks 304
12 1 Key Findings on New Product Management Activity 314
12 2 Measuring Consumer Preferences 326
12 3 Estimating First Time Purchases of New Products 331
12 4 Methods for Measuring Consumer Preferences 333
12 5 Decisions Facing Management in Setting Up Test Markets 336
Forecasting the Shape and Duration of the Product Life Cycle 353
The Impact of Different Marketing Mix Variables on Market Share 384
Assessing Country Risk 412
Product Classifications and Their Marketing Strategy Implications 433
Market Performance Analysis 466
18 1 Finding the Profit Maximizing Price 477
18 2 Methods of Estimating Perceived Value—An Illustration 486
18 3 Methods for Establishing a Price Around a Perceived Value 488
18 4 How a Large Chemical Company Used Decision Theory to Assess Probable Competitor s
Reactions to a Contemplated Price Cut 50 ?
19 1 Five Bases of Power for Managing Channel Relationships 520
19 2 Modifying Existing Distribution Systems Toward the Ideal 524
21 1 Determining the Target Audience and Sought Response 576
21 2 The Advisor Project Probes into How Industrial Marketers Set Their Marketing
Expenditures Budgets 589
Some Advertising Research Techniques 615
23 1 Major Tools of Direct Marketing 623
23 2 The Maximarketing Model for Integrated Marketing 628
23 3 Major Common Promotional Tools 634
23 4 Major Trade Promotion Tools 636
23 5 Major Business Promotion Tools 638
23 6 Major Tools in Marketing PR 644
24 1 Sales Plans and Components 660
24 2 The Variety of Selling Styles and Buying Styles 672
24 3 The Principled Negotiation Approach to Bargaining 677
Denning and Measuring Market Share 712
Marketing Environment and Trends
5 1 Impact of Consumerism on Marketing Practices 136
5 2 Age Group Growth Trends and Their Marketing Implications 138
5 3 Impact of Environmentalist!! on Marketing Decision Making 143
5 4 Ten Megatrends of Great Import to Marketers 152
6 1 Three Market Segments: Hispanic, Black, and Older Consumers 162
6 2 Women Become a More Important Market for Car Buying 169
15 1 How Does the U.S. Perform in World Trade? 401
XX Classification of Exhibits
I
15 2 How Nations Have Been Moving Back to Batter 406
15 3 The International Product Life Cycle 409
20 1 Major Retailer Types 537
20 2 Major Wholesaler Types 551
20 3 Five Major Transportation Modes 562
The Ceaseless Search for New Media 610
24 1 How Efficiently Do Companies Manage Their Salesforces? 663
24 2 Salespeople Use Computers as a Productivity Tool 666
25 1 Regionalization—A Passing Fad or the New Marketing Era? 690
25 2 What s the Future of Brand Management? 695
Companies and Industries
Five Stages in the Slow Learning of Bank Marketing 26
The Institutional Market 215
How Procter Gamble and Caterpillar Maintain Their Market Leadership 386
The World s Champion Marketers: The Japanese? 424
Walt Disney Enterprises—A Highly Responsive Organization 467
Building a Distributor Team for Epson Products 519
Dentists Use Word of Mouth to Draw Mouths to Their Practice 580
How Does an Advertising Agency Work? 597
Building a Salesforce from Scratch: The Case of Wilkinson 654
Classification of Exhibits XXi
|
| any_adam_object | 1 |
| author | Kotler, Philip 1931- |
| author_GND | (DE-588)121409600 |
| author_facet | Kotler, Philip 1931- |
| author_role | aut |
| author_sort | Kotler, Philip 1931- |
| author_variant | p k pk |
| building | Verbundindex |
| bvnumber | BV006159959 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.13 |
| callnumber-search | HF5415.13 |
| callnumber-sort | HF 45415.13 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)22208886 (DE-599)BVBBV006159959 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 7. ed. |
| format | Book |
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| genre_facet | Einführung Lehrbuch Konferenzschrift |
| id | DE-604.BV006159959 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T16:41:19Z |
| institution | BVB |
| isbn | 0135634792 0135524806 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-003897182 |
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| physical | XXVI, 756 S. graph. Darst. |
| publishDate | 1991 |
| publishDateSearch | 1991 |
| publishDateSort | 1991 |
| publisher | Prentice-Hall |
| record_format | marc |
| series2 | The Prentice-Hall series in marketing Prentice-Hall international editions |
| spelling | Kotler, Philip 1931- Verfasser (DE-588)121409600 aut Marketing management analysis, planning, implementation, and control Philip Kotler 7. ed. Englewood Cliffs, NJ Prentice-Hall 1991 XXVI, 756 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier The Prentice-Hall series in marketing Prentice-Hall international editions Literaturangaben Marketing - Gestion Marketing gtt Marketing Management Marktforschung (DE-588)4037630-8 gnd rswk-swf Marktanalyse (DE-588)4037624-2 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Marketing-Mix (DE-588)4168908-2 gnd rswk-swf Management (DE-588)4037278-9 gnd rswk-swf CD-ROM (DE-588)4139307-7 gnd rswk-swf 1\p (DE-588)4151278-9 Einführung gnd-content 2\p (DE-588)4123623-3 Lehrbuch gnd-content 3\p (DE-588)1071861417 Konferenzschrift gnd-content Marketing (DE-588)4037589-4 s Management (DE-588)4037278-9 s 4\p DE-604 Marketingmanagement (DE-588)4168907-0 s 5\p DE-604 CD-ROM (DE-588)4139307-7 s 6\p DE-604 Marktanalyse (DE-588)4037624-2 s 7\p DE-604 Marketing-Mix (DE-588)4168908-2 s 8\p DE-604 Marktforschung (DE-588)4037630-8 s 9\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003897182&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 3\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 4\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 5\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 6\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 7\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 8\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 9\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Kotler, Philip 1931- Marketing management analysis, planning, implementation, and control Marketing - Gestion Marketing gtt Marketing Management Marktforschung (DE-588)4037630-8 gnd Marktanalyse (DE-588)4037624-2 gnd Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd Marketing-Mix (DE-588)4168908-2 gnd Management (DE-588)4037278-9 gnd CD-ROM (DE-588)4139307-7 gnd |
| subject_GND | (DE-588)4037630-8 (DE-588)4037624-2 (DE-588)4037589-4 (DE-588)4168907-0 (DE-588)4168908-2 (DE-588)4037278-9 (DE-588)4139307-7 (DE-588)4151278-9 (DE-588)4123623-3 (DE-588)1071861417 |
| title | Marketing management analysis, planning, implementation, and control |
| title_auth | Marketing management analysis, planning, implementation, and control |
| title_exact_search | Marketing management analysis, planning, implementation, and control |
| title_full | Marketing management analysis, planning, implementation, and control Philip Kotler |
| title_fullStr | Marketing management analysis, planning, implementation, and control Philip Kotler |
| title_full_unstemmed | Marketing management analysis, planning, implementation, and control Philip Kotler |
| title_short | Marketing management |
| title_sort | marketing management analysis planning implementation and control |
| title_sub | analysis, planning, implementation, and control |
| topic | Marketing - Gestion Marketing gtt Marketing Management Marktforschung (DE-588)4037630-8 gnd Marktanalyse (DE-588)4037624-2 gnd Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd Marketing-Mix (DE-588)4168908-2 gnd Management (DE-588)4037278-9 gnd CD-ROM (DE-588)4139307-7 gnd |
| topic_facet | Marketing - Gestion Marketing Marketing Management Marktforschung Marktanalyse Marketingmanagement Marketing-Mix Management CD-ROM Einführung Lehrbuch Konferenzschrift |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=003897182&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT kotlerphilip marketingmanagementanalysisplanningimplementationandcontrol |