Principles of marketing:
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Upper Saddle River, NJ
Pearson Prentice Hall
2008
|
| Edition: | 12. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | getr. Zähl. zahlr. Ill., graph. Darst. |
| ISBN: | 9780132390026 0132390027 |
Staff View
MARC
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Record in the Search Index
| _version_ | 1804136630276063232 |
|---|---|
| adam_text | Preface xxi
Part 1 Defining Marketing and the Marketing Process 2
1 Marketing: Managing Profitable Customer Relationships 2
2 Company and Marketing Strategy: Partnering to Build Customer Relationships 34
Part 2 Understanding the Marketplace and Consumers 62
3 The Marketing Environment 62
4 Managing Marketing Information 94
5 Consumer Markets and Consumer Buyer Behavior 128
6 Business Markets and Business Buyer Behavior 158
Part 3 Designing a Customer Driven Marketing Strategy
and Integrated Marketing Mix 182
7 Customer Driven Marketing Strategy: Creating Value for Target Customers 182
8 Product, Services, and Branding Strategy 216
9 New Product Development and Product Life Cycle Strategies 250
10 Pricing Products: Understanding and Capturing Customer Value 282
11 Pricing Products: Pricing Strategies 306
12 Marketing Channels and Supply Chain Management 332
13 Retailing and Wholesaling 364
14 Communicating Customer Value: Integrated Marketing Communications Strategy 396
15 Advertising and Public Relations 424
16 Personal Selling and Sales Promotion 450
17 Direct and Online Marketing: Building Direct Customer Relationships 478
Part 4 Extending Marketing 514
18 Creating Competitive Advantage 514
19 The Global Marketplace 540
20 Marketing Ethics and Social Responsibility 570
Appendix 1 Marketing Plan A l
Appendix 2 Marketing by the Numbers A ll
Appendix 3 Careers in Marketing A 27
References R l
Glossary G l
Credits C l
Index 1 1
Preface xxi
Part 1 ¦ Defining Marketing and the Marketing Process 2
122333301 Marketing: Managing Profitable
Customer Relationships 2
What Is Marketing? 4
Marketing Defined 5 I The Marketing Process 5
Understanding the Marketplace
and Customer Needs 6
Customer Needs, Wants, and Demands 6 I Market
Offerings—Products, Services, and Experiences 6 I
Customer Value and Satisfaction 7 I Exchanges
and Relationships 7 I Markets 7
Designing a Customer Driven Marketing
Strategy 8
Selecting Customers to Serve 8 I Choosing a Value
Proposition 9 I Marketing Management
Orientations 9
Preparing an Integrated Marketing Plan
and Program 12
Building Customer Relationships 12
Customer Relationship Management 13 I The Changing
Nature of Customer Relationships 16 I Partner
Relationship Management 18
Capturing Value from Customers 19
Creating Customer Loyalty and Retention 20 I Growing
Share of Customer 20 I Building Customer Equity 31
The New Marketing Landscape 23
The New Digital Age 23 I Rapid Globalization 25 I
The Call for More Ethics and Social Responsibility 26 1
The Growth of Not for Profit Marketing 27
So, What Is Marketing? Pulling It All Together 28
Reviewing the Concepts 29 I Reviewing the Key
Terms 30 I Discussing the Concepts 30 I Applying the
Concepts 31 I Focus on Technology 311 Focus on
Ethics 31
Video Case: Dunkin Donuts 31
Company Case: Build A Bear: Build A Memory 32
UnWffBCT Company and Marketing Strategy:
Partnering to Build Customer
Relationships 34
Companywide Strategic Planning: Defining
Marketing s Role 36
Defining a Market Oriented Mission 37 I Setting
Company Objectives and Goals 38 I Designing the
Business Portfolio 39
Planning Marketing: Partnering to Build
Customer Relationships 44
Partnering with Other Company Departments 45 I
Partnering with Others in the Marketing System 46
Marketing Strategy and the Marketing Mix 47
Customer Driven Marketing Strategy 48 I Developing
an Integrated Marketing Mix 50
Managing the Marketing Effort 52
Marketing Analysis 52 I Marketing Planning 52 I
Marketing Implementation 53 I Marketing Department
Organization 54 I Marketing Control 55
Measuring and Managing Return on Marketing
Investment 56
Reviewing the Concepts 57 I Reviewing the Key
Terms 58 I Discussing the Concepts 59 ¦ Applying the
Concepts 59 I Focus on Technology 59 I Focus on
Ethics 59
Video Case: Harley Davidson 60
Company Case: Trap Ease America: The Big Cheese
of Mousetraps 60
Part 2 ¦ Understanding the Marketplace
and Consumers 62
J2252HI The Marketing Environment 62
The Company s Microenvironment 64
The Company 65 I Suppliers 65 ¦ Marketing
Intermediaries 65 I Customers 66 I Competitors 66 I
Publics 67
The Company s Macroenvironment 67
Demographic Environment 68 ¦ Economic
Environment 77 I Natural Environment 79 ¦
Technological Environment 80 I Political
Environment 82 I Cultural Environment 86
Responding to the Marketing Environment 89
Reviewing the Concepts 90 I Reviewing the Key
Terms 90 I Discussing the Concepts 90 I Applying
the Concepts 911 Focus on Technology 911 Focus
on Ethics 91
Video Case: American Express 91
Company Case: Prius: Leading a Wave of Hybrids 92
J22H33^B Managing Marketing Information 94
Assessing Marketing Information Needs 97
Developing Marketing Information 98
Internal Data 98 I Marketing Intelligence 99
Marketing Research 1OO
Defining the Problem and Research Objectives 101 ¦
Developing the Research Plan 101 I Gathering
xiv Contents
Secondary Data 102 I Primary Data CoUection 103 I
Implementing the Research Plan 110 I Interpreting
and Reporting the Findings 111
Analyzing Marketing Information 111
Customer Relationship Management (CRM) 112
Distributing and Using Marketing
Information 113
Other Marketing Information Considerations 113
Marketing Research in Small Businesses and Nonprofit
Organizations 114 ¦ International Marketing
Research 117 I Public Policy and Ethics in
Marketing Research 118 I Reviewing the Concepts 122 I
Reviewing the Key Terms 123 I Discussing the
Concepts 123 I Applying the Concepts 123 I
Focus on Technology 123 I Focus on Ethics 124
Video Case: Burke 124
Company Case: Enterprise Rent A Car: Measuring Service
Quality 124
J2B32^HI Consumer Markets and Consumer
Buyer Behavior 128
Model of Consumer Behavior 130
Characteristics Affecting Consumer Behavior 131
Cultural Factors 131 I Social Factors 134 I Personal
Factors 139 I Psychological Factors 142
Types of Buying Decision Behavior 145
Complex Buying Behavior 145 I Dissonance Reducing
Buying Behavior 146 I Habitual Buying Behavior 146 I
Variety Seeking Buying Behavior 147
The Buyer Decision Process 147
Need Recognition 147 I Information Search 147 I
Evaluation of Alternatives 148 I Purchase Decision 148 I
Postpurchase Behavior 149
The Buyer Decision Process for New Products 150
Stages in the Adoption Process 150 I Individual
Differences in Innovativeness 151 I Influence of Product
Characteristics on Rate of Adoption 152
Consumer Behavior Across International
Borders 153
Reviewing the Concepts 153 I Reviewing the Key
Terms 154 I Discussing the Concepts 154 I Applying
the Concepts 154 I Focus on Technology 155 I Focus
on Ethics 155
Video Case: wild Planet 155
Company Case: Victoria s Secret Pink: Keeping the Brand
Hot 156
tfffffffifWl Business Markets and Business Buyer
Behavior 158
Business Markets 160
Market Structure and Demand 161 ¦ Nature of the
Buying Unit 162 I Types of Decisions and the Decision
Process 162
Business Buyer Behavior 162
Major Types of Buying Situations 163 I Participants
in the Business Buying Process 166 I Major Influences
on Business Buyers 167 I The Business Buying
Process 169 I E Procurement: Buying on the Internet 172
Institutional and Government Markets 174
Institutional Markets 174 I Government Markets 174 I
Reviewing the Concepts 176 I Reviewing the Key
Terms 177 I Discussing the Concepts 177 I Applying
the Concepts 177 I Focus on Technology 177 I Focus
on Ethics 178
Video Case: Eaton 178
Company Case: Kodak: Changing the Picture 178
Part 3 ¦ Designing a Customer Driven Marketing
Strategy and Integrated Marketing Mix 182
E233SQ1 Customer Driven Marketing
Strategy: Creating Value
for Target Customers 182
Market Segmentation 185
Segmenting Consumer Markets 185 I Segmenting
Business Markets 192 I Segmenting International
Markets 193 I Requirements for Effective
Segmentation 194
Market Targeting 195
Evaluating Market Segments 195 I Selecting Target
Market Segments 195 I Socially Responsible Target
Marketing 202
Differentiation and Positioning 203
Positioning Maps 203 I Choosing a Differentiation
and Positioning Strategy 2O3 I Communicating and
Delivering the Chosen Position 210 I Reviewing the
Concepts 211 I Reviewing the Key Terms 211 I
Discussing the Concepts 212 I Applying the
Concepts 212 1 Focus on Technology 212 I Focus
on Ethics 212
Video Case: Procter Gamble 213
Company Case: Saturn: An Image Makeover 213
J2ZHSOI Product, Services, and Branding
Strategy 216
What Is a Product? 218
Products, Services, and Experiences 218 I Levels of
Product and Services 219 I Product and Service
Classifications 220
Product and Service Decisions 223
Individual Product and Service Decisions 223 I Product
Line Decisions 228 I Product Mix Decisions 229
Branding Strategy: Building Strong Brands 230
Brand Equity 230 I Building Strong Brands 231 I
Managing Brands 238 I
Services Marketing 239
Nature and Characteristics of a Service 239 I Marketing
Strategies for Service Firms 240 ¦ Reviewing the
Concepts 245 I Reviewing the Key Terms 246 I
Discussing the Concepts 246 I Applying the
Concepts 246 I Focus on Technology 247 I Focus on
Ethics 247
Video Case: Accenture 247
Company Case: Converse: We Love You, Chucks! 248
Q3332QI New Product Development and
Product Life Cycle Strategies 250
New Product Development Strategy 253
The New Product Development Process 254
Idea Generation 254 I Idea Screening 256 I Concept
Development and Testing 257 ¦ Marketing Strategy
Development 258 I Business Analysis 259 I Product
Development 259 I Test Marketing 260 ¦
Commercialization 262
Managing New Product Development 263
Customer Centered New Product Development 263 I
Team Based New Product Development 264 I Systematic
New Product Development 264
Product Life Cycle Strategies 267
Introduction Stage 269 I Growth Stage 270 I Maturity
Stage 270 I Decline Stage 271
Additional Product and Service
Considerations 274
Product Decisions and Social Responsibility 274 I
International Product and Services Marketing 275 I
Reviewing the Concepts 276 I Reviewing the Key
Terms 277 I Discussing the Concepts 277 I Applying
the Concepts 277 I Focus on Technology 277 I Focus on
Ethics 278
Video Case: eGO Bikes 278
Company Case: Sony: Betting It All on Blu Ray 378
EB3SB3I Pricing Products: Understanding
and Capturing Customer Value 282
What Is a Price? 284
Factors to Consider When Setting Prices 285
Value Based Pricing 285 I Company and Product
Costs 288 I Other Internal and External Considerations
Affecting Price Decisions 293 I Reviewing the
Concepts 300 I Reviewing the Key Terms 300 I
Discussing the Concepts 301 I Applying the
Concepts 301 ¦ Focus on Technology 301 I Focus
on Ethics 301
Video Case: Song 302
Company Case: Southwest Airlines: Waging War
in Philly 302
[22332301 Pricing Products: Pricing
Strategies 306
New Product Pricing Strategies 308
Market Skimming Pricing 308 ¦ Market Penetration
Pricing 309
Product Mix Pricing Strategies 309
Product Line Pricing 309 I Optional Product
Pricing 310 I Captive Product Pricing 310 I By Product
Pricing 311 I Product Bundle Pricing 312
Price Adjustment Strategies 312
Discount and Allowance Pricing 312 1 Segmented
Pricing 312 I Psychological Pricing 314 I Promotional
Pricing 316 I Geographical Pricing 317 ¦ Dynamic
Pricing 318 I International Pricing 320
Contents xv
Price Changes 320
Initiating Price Changes 320 ¦ Responding to Price
Changes 322
Public Policy and Pricing 323
Pricing Within Channel Levels 324 I Pricing Across
Channel Levels 324 I Reviewing the Concepts 327 ¦
Reviewing the Key Terms 327 I Discussing the
Concepts 328 I Applying the Concepts 328 I Focus
on Technology 328 I Focus on Ethics 328 I
Video Case: ge 329
Company Case: ExxonMobil: Achieving Big Profits During
Hard Times 329
Q2S SE9 Marketing Channels and Supply Chain
Management 332
Supply Chains and the Value Delivery
Network 334
The Nature and Importance of Marketing
Channels 335
How Channel Members Add Value 336 I Number of
Channel Levels 338
Channel Behavior and Organization 338
Channel Behavior 339 I Vertical Marketing
Systems 340 ¦ Horizontal Marketing Systems 343 I
Multichannel Distribution Systems 343 I Changing
Channel Organization 344
Channel Design Decisions 346
Analyzing Consumer Needs 347 ¦ Setting Channel
Objectives 347 ¦ Identifying Major Alternatives 348 I
Evaluating the Major Alternatives 349 I Designing
International Distribution Channels 349
Channel Management Decisions 350
Selecting Channel Members 350 I Managing and
Motivating Channel Members 350 ¦ Evaluating Channel
Members 351
Public Policy and Distribution Decisions 351
Marketing Logistics and Supply Chain
Management 352
Nature and Importance of Marketing Logistics 352 I
Goals of the Logistics System 353 I Major Logistics
Functions 354 ¦ Integrated Logistics Management 356 I
Reviewing the Concepts 358 ¦ Reviewing the Key Terms
359 I Discussing the Concepts 359 I Applying the
Concepts 359 I Focus on Technology 360 I Focus on
Ethics 360 ¦
Video Case: Hasbro 360
Company Case: Zara: The Technology Giant of the Fashion
World 361
EEHESEQi Retailing and Wholesaling 364
Retailing 367
Types of Retailers 367 I Retailer Marketing Decisions
374 I The Future of Retailing 381
Wholesaling 385
Types of Wholesalers 386 I Wholesaler Marketing
Decisions 388 ¦ Trends in Wholesaling 389 I Reviewing
the Concepts 390 ¦ Reviewing the Key Terms 391 I
Discussing the Concepts 391 I Applying the
xvi Contents
Concepts 391 I Focus on Technology 391 I Focus on
Ethics 392
Video Case: Weiibeing 392
Company Case: Peapod: Thriving in the World of Online
Groceries 392
fSnWffffKWI Communicating Customer Value:
Integrated Marketing Communications
Strategy 396
The Promotion Mix 398
Integrated Marketing Communications 399
The New Marketing Communications Landscape 399 I
The Shifting Marketing Communications Model 399 ¦
The Need for Integrated Marketing Communications 400
A View of the Communication Process 402
Steps in Developing Effective Communication 404
Identifying the Target Audience 404 ¦ Determining
the Communication Objectives 404 I Designing
a Message 405 I Choosing Media 407 I Selecting
the Message Source 409 I Collecting Feedback 411
Setting the Total Promotion Budget and Mix 412
Setting the Total Promotion Budget 412 I Shaping the
Overall Promotion Mix 413 I Integrating the Promotion
Mix 417
Socially Responsible Marketing
Communication 418
Advertising and Sales Promotion 418 I Personal
Selling 419 I Reviewing the Concepts 419 I Reviewing
the Key Terms 420 I Discussing the Concepts 420 I
Applying the Concepts 4S0 I Focus on Technology 420 I
Focus on Ethics 420
Video Case: Motorola 421
Company Case: Burger King: Promoting a Food Fight 421
J23333EEI Advertising and Public Relations 424
Advertising 426
Setting Advertising Objectives 426 I Setting the
Advertising Budget 428 I Developing Advertising
Strategy 428 1 Evaluating Advertising Effectiveness and
Return on Advertising Investment 438 I Other
Advertising Considerations 439
Public Relations 441
The Role and Impact of Public Relations 441 I Major
Public Relations Tools 442 I Reviewing the
Concepts 445 ¦ Reviewing the Key Terms 445 I
Discussing the Concepts 445 I Applying the
Concepts 446 ¦ Focus on Technology 446 I Focus on
Ethics 446
Video Case: DDB Worldwide 446
Company Case: Pepsi: Promoting Nothing 447
EB323EH Personal Selling and Sales
Promotion 450
Personal Selling 452
The Nature of Personal Selling 452 I The Role of the
Sales Force 453
Managing the Sales Force 454
Designing Sales Force Strategy and Structure 454 I
Recruiting and Selecting Salespeople 459 I Training
Salespeople 460 ¦ Compensating Salespeople 461
Supervising and Motivating Salespeople 462
Evaluating Salespeople and Sales Force Performance 464
The Personal Selling Process 466
Steps in the Selling Process 466 I Personal Selling and
Customer Relationship Management 468
Sales Promotion 468
Rapid Growth of Sales Promotion 469 I Sales Promotion
Objectives 469 I Major Sales Promotion Tools 470 I
Developing the Sales Promotion Program 473 I
Reviewing the Concepts 473 I Reviewing the Key
Terms 474 I Discussing the Concepts 474 I Applying
the Concepts 475 I Focus on Technology 475 I Focus on
Ethics 475
Video Case: Nudie 475
Company Case: Personal Selling at the Lear
Corporation 476
BfflffffJfffCTI Direct and Online Marketing: Building
Direct Customer Relationships 478
The New Direct Marketing Model 480
Growth and Benefits of Direct Marketing 481
Benefits to Buyers 482 ¦ Benefits to Sellers 482
Customer Databases and Direct Marketing 483
Forms of Direct Marketing 484
Direct Mail Marketing 484 I Catalog Marketing 485 I
Telephone Marketing 487 I Direct Response Television
Marketing 488 I Kiosk Marketing 491 I New Digital
Direct Marketing Technologies 491
Online Marketing 493
Marketing and the Internet 493 I Online Marketing
Domains 494 I Types of Online Marketers 496 I Setting
Up an Online Marketing Presence 498 I The Promise and
Challenges of Online Marketing 504
Integrated Direct Marketing 505
Public Policy Issues in Direct Marketing 506
Irritation, Unfairness, Deception, and Fraud 506 1
Invasion of Privacy 507 I A Need for Action 508 I
Reviewing the Concepts 509 I Reviewing the Key Terms
510 ¦ Discussing the Concepts 510 I Applying the
Concepts 510 I Focus on Technology 510 I Focus on
Ethics 511
Video Case: NineMSN 511
Company Case: StubHub: Ticket Scalping Becomes
Respectable 511
Part 4 ¦ Extending Marketing 514
E2SS2B3I Creating Competitive Advantage 514
Competitor Analysis 516
Identifying Competitors 517 I Assessing
Competitors 518 I Selecting Competitors to Attack
and Avoid 520 I Designing a Competitive Intelligence
System 522
Competitive Strategies 522
Approaches to Marketing Strategy 522 I Basic Competitive
Strategies 523 I Competitive Positions 527 1 Market
Leader Strategies 527 I Market Challenger
Strategies 530 I Market Follower Strategies 531 I
Market Nicher Strategies 531
Balancing Customer and Competitor
Orientations 535
Reviewing the Concepts 534 I Reviewing the Key
Terms 535 I Discussing the Concepts 535 ¦ Applying
the Concepts 535 I Focus on Technology 535 I Focus
on Ethics 536
Video Case: Nike 536
Company Case: Bose: Competing by Being Truly
Different 536
BTfBWffTO The Global Marketplace 540
Global Marketing Today 542
Looking at the Global Marketing Environment 544
The International Trade System 544 1 Economic
Environment 546 ¦ Political Legal Environment 548 I
Cultural Environment 548
Deciding Whether to Go Global 551
Deciding Which Markets to Enter 552
Deciding How to Enter the Market 552
Exporting 552 I Joint Venturing 553 I Direct
Investment 555
Deciding on the Global Marketing Program 555
Product 556 I Promotion 559 ¦ Price 561 I
Distribution Channels 562
Deciding on the Global Marketing Organization 563
Reviewing the Concepts 563 ¦ Reviewing the Key
Terms 564 I Discussing the Concepts 564 I Applying
Contents xvii
the Concepts 564 I Focus on Technology 564 I Focus on
Ethics 565
Video Case: Nivea 565
Company Case: Wal Mart Takes On the World 565
I223322SEEB Marketing Ethics and Social
Responsibility 568
Social Criticisms of Marketing 571
Marketing s Impact on Individual Consumers 571 ¦
Marketing s Impact on Society as a Whole 577 ¦
Marketing s Impact on Other Businesses 580
Citizen and Public Actions to Regulate
Marketing 581
Consumerism 581 I Environmentalism 582 I Public
Actions to Regulate Marketing 585
Business Actions toward Socially Responsible
Marketing 586
Enlightened Marketing 586 I Marketing Ethics 591 I
Reviewing the Concepts 595 I Reviewing the Key Terms
596 I Discussing the Concepts 596 I Applying the
Concepts 596 I Focus on Technology 596 ¦ Focus on
Ethics 596
Video Case: nfl 597
Company Case: Vitango: Fighting Malnutrition 597
Appendix 1: Marketing Plan A l
Appendix 2: Marketing by the Numbers A 11
Appendix 3: Careers in Marketing A 27
References R l
Glossary G l
Credits C l
Index 1 1
|
| adam_txt |
Preface xxi
Part 1 Defining Marketing and the Marketing Process 2
1 Marketing: Managing Profitable Customer Relationships 2
2 Company and Marketing Strategy: Partnering to Build Customer Relationships 34
Part 2 Understanding the Marketplace and Consumers 62
3 The Marketing Environment 62
4 Managing Marketing Information 94
5 Consumer Markets and Consumer Buyer Behavior 128
6 Business Markets and Business Buyer Behavior 158
Part 3 Designing a Customer Driven Marketing Strategy
and Integrated Marketing Mix 182
7 Customer Driven Marketing Strategy: Creating Value for Target Customers 182
8 Product, Services, and Branding Strategy 216
9 New Product Development and Product Life Cycle Strategies 250
10 Pricing Products: Understanding and Capturing Customer Value 282
11 Pricing Products: Pricing Strategies 306
12 Marketing Channels and Supply Chain Management 332
13 Retailing and Wholesaling 364
14 Communicating Customer Value: Integrated Marketing Communications Strategy 396
15 Advertising and Public Relations 424
16 Personal Selling and Sales Promotion 450
17 Direct and Online Marketing: Building Direct Customer Relationships 478
Part 4 Extending Marketing 514
18 Creating Competitive Advantage 514
19 The Global Marketplace 540
20 Marketing Ethics and Social Responsibility 570
Appendix 1 Marketing Plan A l
Appendix 2 Marketing by the Numbers A ll
Appendix 3 Careers in Marketing A 27
References R l
Glossary G l
Credits C l
Index 1 1
Preface xxi
Part 1 ¦ Defining Marketing and the Marketing Process 2
122333301 Marketing: Managing Profitable
Customer Relationships 2
What Is Marketing? 4
Marketing Defined 5 I The Marketing Process 5
Understanding the Marketplace
and Customer Needs 6
Customer Needs, Wants, and Demands 6 I Market
Offerings—Products, Services, and Experiences 6 I
Customer Value and Satisfaction 7 I Exchanges
and Relationships 7 I Markets 7
Designing a Customer Driven Marketing
Strategy 8
Selecting Customers to Serve 8 I Choosing a Value
Proposition 9 I Marketing Management
Orientations 9
Preparing an Integrated Marketing Plan
and Program 12
Building Customer Relationships 12
Customer Relationship Management 13 I The Changing
Nature of Customer Relationships 16 I Partner
Relationship Management 18
Capturing Value from Customers 19
Creating Customer Loyalty and Retention 20 I Growing
Share of Customer 20 I Building Customer Equity 31
The New Marketing Landscape 23
The New Digital Age 23 I Rapid Globalization 25 I
The Call for More Ethics and Social Responsibility 26 1
The Growth of Not for Profit Marketing 27
So, What Is Marketing? Pulling It All Together 28
Reviewing the Concepts 29 I Reviewing the Key
Terms 30 I Discussing the Concepts 30 I Applying the
Concepts 31 I Focus on Technology 311 Focus on
Ethics 31
Video Case: Dunkin' Donuts 31
Company Case: Build A Bear: Build A Memory 32
UnWffBCT Company and Marketing Strategy:
Partnering to Build Customer
Relationships 34
Companywide Strategic Planning: Defining
Marketing's Role 36
Defining a Market Oriented Mission 37 I Setting
Company Objectives and Goals 38 I Designing the
Business Portfolio 39
Planning Marketing: Partnering to Build
Customer Relationships 44
Partnering with Other Company Departments 45 I
Partnering with Others in the Marketing System 46
Marketing Strategy and the Marketing Mix 47
Customer Driven Marketing Strategy 48 I Developing
an Integrated Marketing Mix 50
Managing the Marketing Effort 52
Marketing Analysis 52 I Marketing Planning 52 I
Marketing Implementation 53 I Marketing Department
Organization 54 I Marketing Control 55
Measuring and Managing Return on Marketing
Investment 56
Reviewing the Concepts 57 I Reviewing the Key
Terms 58 I Discussing the Concepts 59 ¦ Applying the
Concepts 59 I Focus on Technology 59 I Focus on
Ethics 59
Video Case: Harley Davidson 60
Company Case: Trap Ease America: The Big Cheese
of Mousetraps 60
Part 2 ¦ Understanding the Marketplace
and Consumers 62
J2252HI The Marketing Environment 62
The Company's Microenvironment 64
The Company 65 I Suppliers 65 ¦ Marketing
Intermediaries 65 I Customers 66 I Competitors 66 I
Publics 67
The Company's Macroenvironment 67
Demographic Environment 68 ¦ Economic
Environment 77 I Natural Environment 79 ¦
Technological Environment 80 I Political
Environment 82 I Cultural Environment 86
Responding to the Marketing Environment 89
Reviewing the Concepts 90 I Reviewing the Key
Terms 90 I Discussing the Concepts 90 I Applying
the Concepts 911 Focus on Technology 911 Focus
on Ethics 91
Video Case: American Express 91
Company Case: Prius: Leading a Wave of Hybrids 92
J22H33^B Managing Marketing Information 94
Assessing Marketing Information Needs 97
Developing Marketing Information 98
Internal Data 98 I Marketing Intelligence 99
Marketing Research 1OO
Defining the Problem and Research Objectives 101 ¦
Developing the Research Plan 101 I Gathering
xiv Contents
Secondary Data 102 I Primary Data CoUection 103 I
Implementing the Research Plan 110 I Interpreting
and Reporting the Findings 111
Analyzing Marketing Information 111
Customer Relationship Management (CRM) 112
Distributing and Using Marketing
Information 113
Other Marketing Information Considerations 113
Marketing Research in Small Businesses and Nonprofit
Organizations 114 ¦ International Marketing
Research 117 I Public Policy and Ethics in
Marketing Research 118 I Reviewing the Concepts 122 I
Reviewing the Key Terms 123 I Discussing the
Concepts 123 I Applying the Concepts 123 I
Focus on Technology 123 I Focus on Ethics 124
Video Case: Burke 124
Company Case: Enterprise Rent A Car: Measuring Service
Quality 124
J2B32^HI Consumer Markets and Consumer
Buyer Behavior 128
Model of Consumer Behavior 130
Characteristics Affecting Consumer Behavior 131
Cultural Factors 131 I Social Factors 134 I Personal
Factors 139 I Psychological Factors 142
Types of Buying Decision Behavior 145
Complex Buying Behavior 145 I Dissonance Reducing
Buying Behavior 146 I Habitual Buying Behavior 146 I
Variety Seeking Buying Behavior 147
The Buyer Decision Process 147
Need Recognition 147 I Information Search 147 I
Evaluation of Alternatives 148 I Purchase Decision 148 I
Postpurchase Behavior 149
The Buyer Decision Process for New Products 150
Stages in the Adoption Process 150 I Individual
Differences in Innovativeness 151 I Influence of Product
Characteristics on Rate of Adoption 152
Consumer Behavior Across International
Borders 153
Reviewing the Concepts 153 I Reviewing the Key
Terms 154 I Discussing the Concepts 154 I Applying
the Concepts 154 I Focus on Technology 155 I Focus
on Ethics 155
Video Case: wild Planet 155
Company Case: Victoria's Secret Pink: Keeping the Brand
Hot 156
tfffffffifWl Business Markets and Business Buyer
Behavior 158
Business Markets 160
Market Structure and Demand 161 ¦ Nature of the
Buying Unit 162 I Types of Decisions and the Decision
Process 162
Business Buyer Behavior 162
Major Types of Buying Situations 163 I Participants
in the Business Buying Process 166 I Major Influences
on Business Buyers 167 I The Business Buying
Process 169 I E Procurement: Buying on the Internet 172
Institutional and Government Markets 174
Institutional Markets 174 I Government Markets 174 I
Reviewing the Concepts 176 I Reviewing the Key
Terms 177 I Discussing the Concepts 177 I Applying
the Concepts 177 I Focus on Technology 177 I Focus
on Ethics 178
Video Case: Eaton 178
Company Case: Kodak: Changing the Picture 178
Part 3 ¦ Designing a Customer Driven Marketing
Strategy and Integrated Marketing Mix 182
E233SQ1 Customer Driven Marketing
Strategy: Creating Value
for Target Customers 182
Market Segmentation 185
Segmenting Consumer Markets 185 I Segmenting
Business Markets 192 I Segmenting International
Markets 193 I Requirements for Effective
Segmentation 194
Market Targeting 195
Evaluating Market Segments 195 I Selecting Target
Market Segments 195 I Socially Responsible Target
Marketing 202
Differentiation and Positioning 203
Positioning Maps 203 I Choosing a Differentiation
and Positioning Strategy 2O3 I Communicating and
Delivering the Chosen Position 210 I Reviewing the
Concepts 211 I Reviewing the Key Terms 211 I
Discussing the Concepts 212 I Applying the
Concepts 212 1 Focus on Technology 212 I Focus
on Ethics 212
Video Case: Procter Gamble 213
Company Case: Saturn: An Image Makeover 213
J2ZHSOI Product, Services, and Branding
Strategy 216
What Is a Product? 218
Products, Services, and Experiences 218 I Levels of
Product and Services 219 I Product and Service
Classifications 220
Product and Service Decisions 223
Individual Product and Service Decisions 223 I Product
Line Decisions 228 I Product Mix Decisions 229
Branding Strategy: Building Strong Brands 230
Brand Equity 230 I Building Strong Brands 231 I
Managing Brands 238 I
Services Marketing 239
Nature and Characteristics of a Service 239 I Marketing
Strategies for Service Firms 240 ¦ Reviewing the
Concepts 245 I Reviewing the Key Terms 246 I
Discussing the Concepts 246 I Applying the
Concepts 246 I Focus on Technology 247 I Focus on
Ethics 247
Video Case: Accenture 247
Company Case: Converse: We Love You, Chucks! 248
Q3332QI New Product Development and
Product Life Cycle Strategies 250
New Product Development Strategy 253
The New Product Development Process 254
Idea Generation 254 I Idea Screening 256 I Concept
Development and Testing 257 ¦ Marketing Strategy
Development 258 I Business Analysis 259 I Product
Development 259 I Test Marketing 260 ¦
Commercialization 262
Managing New Product Development 263
Customer Centered New Product Development 263 I
Team Based New Product Development 264 I Systematic
New Product Development 264
Product Life Cycle Strategies 267
Introduction Stage 269 I Growth Stage 270 I Maturity
Stage 270 I Decline Stage 271
Additional Product and Service
Considerations 274
Product Decisions and Social Responsibility 274 I
International Product and Services Marketing 275 I
Reviewing the Concepts 276 I Reviewing the Key
Terms 277 I Discussing the Concepts 277 I Applying
the Concepts 277 I Focus on Technology 277 I Focus on
Ethics 278
Video Case: eGO Bikes 278
Company Case: Sony: Betting It All on Blu Ray 378
EB3SB3I Pricing Products: Understanding
and Capturing Customer Value 282
What Is a Price? 284
Factors to Consider When Setting Prices 285
Value Based Pricing 285 I Company and Product
Costs 288 I Other Internal and External Considerations
Affecting Price Decisions 293 I Reviewing the
Concepts 300 I Reviewing the Key Terms 300 I
Discussing the Concepts 301 I Applying the
Concepts 301 ¦ Focus on Technology 301 I Focus
on Ethics 301
Video Case: Song 302
Company Case: Southwest Airlines: Waging War
in Philly 302
[22332301 Pricing Products: Pricing
Strategies 306
New Product Pricing Strategies 308
Market Skimming Pricing 308 ¦ Market Penetration
Pricing 309
Product Mix Pricing Strategies 309
Product Line Pricing 309 I Optional Product
Pricing 310 I Captive Product Pricing 310 I By Product
Pricing 311 I Product Bundle Pricing 312
Price Adjustment Strategies 312
Discount and Allowance Pricing 312 1 Segmented
Pricing 312 I Psychological Pricing 314 I Promotional
Pricing 316 I Geographical Pricing 317 ¦ Dynamic
Pricing 318 I International Pricing 320
Contents xv
Price Changes 320
Initiating Price Changes 320 ¦ Responding to Price
Changes 322
Public Policy and Pricing 323
Pricing Within Channel Levels 324 I Pricing Across
Channel Levels 324 I Reviewing the Concepts 327 ¦
Reviewing the Key Terms 327 I Discussing the
Concepts 328 I Applying the Concepts 328 I Focus
on Technology 328 I Focus on Ethics 328 I
Video Case: ge 329
Company Case: ExxonMobil: Achieving Big Profits During
Hard Times 329
Q2S SE9 Marketing Channels and Supply Chain
Management 332
Supply Chains and the Value Delivery
Network 334
The Nature and Importance of Marketing
Channels 335
How Channel Members Add Value 336 I Number of
Channel Levels 338
Channel Behavior and Organization 338
Channel Behavior 339 I Vertical Marketing
Systems 340 ¦ Horizontal Marketing Systems 343 I
Multichannel Distribution Systems 343 I Changing
Channel Organization 344
Channel Design Decisions 346
Analyzing Consumer Needs 347 ¦ Setting Channel
Objectives 347 ¦ Identifying Major Alternatives 348 I
Evaluating the Major Alternatives 349 I Designing
International Distribution Channels 349
Channel Management Decisions 350
Selecting Channel Members 350 I Managing and
Motivating Channel Members 350 ¦ Evaluating Channel
Members 351
Public Policy and Distribution Decisions 351
Marketing Logistics and Supply Chain
Management 352
Nature and Importance of Marketing Logistics 352 I
Goals of the Logistics System 353 I Major Logistics
Functions 354 ¦ Integrated Logistics Management 356 I
Reviewing the Concepts 358 ¦ Reviewing the Key Terms
359 I Discussing the Concepts 359 I Applying the
Concepts 359 I Focus on Technology 360 I Focus on
Ethics 360 ¦
Video Case: Hasbro 360
Company Case: Zara: The Technology Giant of the Fashion
World 361
EEHESEQi Retailing and Wholesaling 364
Retailing 367
Types of Retailers 367 I Retailer Marketing Decisions
374 I The Future of Retailing 381
Wholesaling 385
Types of Wholesalers 386 I Wholesaler Marketing
Decisions 388 ¦ Trends in Wholesaling 389 I Reviewing
the Concepts 390 ¦ Reviewing the Key Terms 391 I
Discussing the Concepts 391 I Applying the
xvi Contents
Concepts 391 I Focus on Technology 391 I Focus on
Ethics 392
Video Case: Weiibeing 392
Company Case: Peapod: Thriving in the World of Online
Groceries 392
fSnWffffKWI Communicating Customer Value:
Integrated Marketing Communications
Strategy 396
The Promotion Mix 398
Integrated Marketing Communications 399
The New Marketing Communications Landscape 399 I
The Shifting Marketing Communications Model 399 ¦
The Need for Integrated Marketing Communications 400
A View of the Communication Process 402
Steps in Developing Effective Communication 404
Identifying the Target Audience 404 ¦ Determining
the Communication Objectives 404 I Designing
a Message 405 I Choosing Media 407 I Selecting
the Message Source 409 I Collecting Feedback 411
Setting the Total Promotion Budget and Mix 412
Setting the Total Promotion Budget 412 I Shaping the
Overall Promotion Mix 413 I Integrating the Promotion
Mix 417
Socially Responsible Marketing
Communication 418
Advertising and Sales Promotion 418 I Personal
Selling 419 I Reviewing the Concepts 419 I Reviewing
the Key Terms 420 I Discussing the Concepts 420 I
Applying the Concepts 4S0 I Focus on Technology 420 I
Focus on Ethics 420
Video Case: Motorola 421
Company Case: Burger King: Promoting a Food Fight 421
J23333EEI Advertising and Public Relations 424
Advertising 426
Setting Advertising Objectives 426 I Setting the
Advertising Budget 428 I Developing Advertising
Strategy 428 1 Evaluating Advertising Effectiveness and
Return on Advertising Investment 438 I Other
Advertising Considerations 439
Public Relations 441
The Role and Impact of Public Relations 441 I Major
Public Relations Tools 442 I Reviewing the
Concepts 445 ¦ Reviewing the Key Terms 445 I
Discussing the Concepts 445 I Applying the
Concepts 446 ¦ Focus on Technology 446 I Focus on
Ethics 446
Video Case: DDB Worldwide 446
Company Case: Pepsi: Promoting Nothing 447
EB323EH Personal Selling and Sales
Promotion 450
Personal Selling 452
The Nature of Personal Selling 452 I The Role of the
Sales Force 453
Managing the Sales Force 454
Designing Sales Force Strategy and Structure 454 I
Recruiting and Selecting Salespeople 459 I Training
Salespeople 460 ¦ Compensating Salespeople 461
Supervising and Motivating Salespeople 462
Evaluating Salespeople and Sales Force Performance 464
The Personal Selling Process 466
Steps in the Selling Process 466 I Personal Selling and
Customer Relationship Management 468
Sales Promotion 468
Rapid Growth of Sales Promotion 469 I Sales Promotion
Objectives 469 I Major Sales Promotion Tools 470 I
Developing the Sales Promotion Program 473 I
Reviewing the Concepts 473 I Reviewing the Key
Terms 474 I Discussing the Concepts 474 I Applying
the Concepts 475 I Focus on Technology 475 I Focus on
Ethics 475
Video Case: Nudie 475
Company Case: Personal Selling at the Lear
Corporation 476
BfflffffJfffCTI Direct and Online Marketing: Building
Direct Customer Relationships 478
The New Direct Marketing Model 480
Growth and Benefits of Direct Marketing 481
Benefits to Buyers 482 ¦ Benefits to Sellers 482
Customer Databases and Direct Marketing 483
Forms of Direct Marketing 484
Direct Mail Marketing 484 I Catalog Marketing 485 I
Telephone Marketing 487 I Direct Response Television
Marketing 488 I Kiosk Marketing 491 I New Digital
Direct Marketing Technologies 491
Online Marketing 493
Marketing and the Internet 493 I Online Marketing
Domains 494 I Types of Online Marketers 496 I Setting
Up an Online Marketing Presence 498 I The Promise and
Challenges of Online Marketing 504
Integrated Direct Marketing 505
Public Policy Issues in Direct Marketing 506
Irritation, Unfairness, Deception, and Fraud 506 1
Invasion of Privacy 507 I A Need for Action 508 I
Reviewing the Concepts 509 I Reviewing the Key Terms
510 ¦ Discussing the Concepts 510 I Applying the
Concepts 510 I Focus on Technology 510 I Focus on
Ethics 511
Video Case: NineMSN 511
Company Case: StubHub: Ticket Scalping Becomes
Respectable 511
Part 4 ¦ Extending Marketing 514
E2SS2B3I Creating Competitive Advantage 514
Competitor Analysis 516
Identifying Competitors 517 I Assessing
Competitors 518 I Selecting Competitors to Attack
and Avoid 520 I Designing a Competitive Intelligence
System 522
Competitive Strategies 522
Approaches to Marketing Strategy 522 I Basic Competitive
Strategies 523 I Competitive Positions 527 1 Market
Leader Strategies 527 I Market Challenger
Strategies 530 I Market Follower Strategies 531 I
Market Nicher Strategies 531
Balancing Customer and Competitor
Orientations 535
Reviewing the Concepts 534 I Reviewing the Key
Terms 535 I Discussing the Concepts 535 ¦ Applying
the Concepts 535 I Focus on Technology 535 I Focus
on Ethics 536
Video Case: Nike 536
Company Case: Bose: Competing by Being Truly
Different 536
BTfBWffTO The Global Marketplace 540
Global Marketing Today 542
Looking at the Global Marketing Environment 544
The International Trade System 544 1 Economic
Environment 546 ¦ Political Legal Environment 548 I
Cultural Environment 548
Deciding Whether to Go Global 551
Deciding Which Markets to Enter 552
Deciding How to Enter the Market 552
Exporting 552 I Joint Venturing 553 I Direct
Investment 555
Deciding on the Global Marketing Program 555
Product 556 I Promotion 559 ¦ Price 561 I
Distribution Channels 562
Deciding on the Global Marketing Organization 563
Reviewing the Concepts 563 ¦ Reviewing the Key
Terms 564 I Discussing the Concepts 564 I Applying
Contents xvii
the Concepts 564 I Focus on Technology 564 I Focus on
Ethics 565
Video Case: Nivea 565
Company Case: Wal Mart Takes On the World 565
I223322SEEB Marketing Ethics and Social
Responsibility 568
Social Criticisms of Marketing 571
Marketing's Impact on Individual Consumers 571 ¦
Marketing's Impact on Society as a Whole 577 ¦
Marketing's Impact on Other Businesses 580
Citizen and Public Actions to Regulate
Marketing 581
Consumerism 581 I Environmentalism 582 I Public
Actions to Regulate Marketing 585
Business Actions toward Socially Responsible
Marketing 586
Enlightened Marketing 586 I Marketing Ethics 591 I
Reviewing the Concepts 595 I Reviewing the Key Terms
596 I Discussing the Concepts 596 I Applying the
Concepts 596 I Focus on Technology 596 ¦ Focus on
Ethics 596
Video Case: nfl 597
Company Case: Vitango: Fighting Malnutrition 597
Appendix 1: Marketing Plan A l
Appendix 2: Marketing by the Numbers A 11
Appendix 3: Careers in Marketing A 27
References R l
Glossary G l
Credits C l
Index 1 1 |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Kotler, Philip 1931- Armstrong, Gary |
| author_GND | (DE-588)121409600 |
| author_facet | Kotler, Philip 1931- Armstrong, Gary |
| author_role | aut aut |
| author_sort | Kotler, Philip 1931- |
| author_variant | p k pk g a ga |
| building | Verbundindex |
| bvnumber | BV022523202 |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)263690485 (DE-599)BVBBV022523202 |
| 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 |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 12. ed. |
| format | Book |
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| indexdate | 2024-07-09T20:59:27Z |
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| spelling | Kotler, Philip 1931- Verfasser (DE-588)121409600 aut Principles of marketing Philip Kotler ; Gary Armstrong 12. ed. Upper Saddle River, NJ Pearson Prentice Hall 2008 getr. Zähl. zahlr. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing Marketing (DE-588)4037589-4 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf 1\p (DE-588)4151278-9 Einführung gnd-content 2\p (DE-588)4143389-0 Aufgabensammlung gnd-content 3\p (DE-588)4123623-3 Lehrbuch gnd-content Marketing (DE-588)4037589-4 s DE-604 Marketingmanagement (DE-588)4168907-0 s 4\p DE-604 Armstrong, Gary Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015729913&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 |
| spellingShingle | Kotler, Philip 1931- Armstrong, Gary Principles of marketing Marketing Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd |
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| title | Principles of marketing |
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