Marketing: an introduction
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston ; Munich [u.a.]
Pearson
2011
|
| Ausgabe: | 10. ed., global ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 644 S. zahlr. Ill. |
| ISBN: | 0135094860 9780135094860 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804143374940241920 |
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| adam_text | IMAGE 1
AN INTRODUCTION
GLOBAL EDITION
UNIVERSITY OF NORTH CAROLINA
NORTHWESTERN UNIVERSITY
BOSTON COLUMBUS INDIANAPOLIS NEWYORK SAN FRANCISCO UPPER SADDLE RIVER
AMSTERDAM CAPETOWN DUBAI LONDON MADRID MILAN MUNICH PARIS MONTREAL
TORONTO DELHI MEXICO CITY SAO PAULO SYDNEY HONG KONG SEOUL SINGAPORE
TAIPEI TOKYO
IMAGE 2
PREFACE 21
ACKNOWLEDGMENTS 25
PART 1 DEFINING MARKETING AND THE MARKETING PROCESS 30
MARKETING: CREATING AND CAPTURING
CUSTOMER VALUE SO WHAT IS MARKETING? 32 MARKETING DEFINED 33 * THE
MARKETING PROCESS 33
UNDERSTANDING THE MARKETPLACE AND CUSTOMER NEEDS 34 CUSTOMER NEEDS,
WANTS, AND DEMANDS 34 * MARKET OFFERINGS-PRODUCTS, SERVICES, AND
EXPERIENCES 34 * CUSTOMER VALUE AND SATISFACTION 35 * EXCHANGES AND
RELATIONSHIPS 35 * MARKETS 36
DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGY 37 SELECTING CUSTOMERS TO
SERVE 37 * CHOOSING A VALUE PROPOSITION 37 * MARKETING MANAGEMENT
ORIENTATIONS 37
PREPARING AN INTEGRATED MARKETING PLAN AND PROGRAM 40
BUILDING CUSTOMER RELATIONSHIPS 41 CUSTOMER RELATIONSHIP MANAGEMENT 41
1.1 M A R K E T I NG AT WORK IROBOT S ROOMBA: THE POWER OF CUSTOMER
DELIGHT 43 THE CHANGING NATURE OF CUSTOMER RELATIONSHIPS 45 * PARTNER
RELATIONSHIP MANAGEMENT 47
CAPTURING VALUE FROM CUSTOMERS 48 CREATING CUSTOMER LOYALTY AND
RETENTION 48 * GROWING SHARE OF CUSTOMER 49 * BUILDING CUSTOMER EQUITY
50
THE CHANGING MARKETING LANDSCAPE 52 THE UNCERTAIN ECONOMIC ENVIRONMENT
52 1.2 SVLAIRKETSNG AT WORK AN ERA OF AUSTERITY-THETHRIFTY ROUTE IN
FASHION 53 THE DIGITAL AGE 55 * RAPID GLOBALIZATION 56 * SUSTAINABLE
MARKETING-THE CALL FOR MORE SOCIAL RESPONSIBILITY 56 * THE GROWTH OF
NOT-FOR-PROFIT MARKETING 57
SO, WHAT IS MARKETING? PULLING IT ALL TOGETHER 58
REST STOP: REVIEWING THE CONCEPTS 59, NAVIGATING THE KEY TERMS 61,
TRAVEL LOG 61, UNDER THE HOOD: MARKETINGTECHNOLOGY 62, STAYING ON THE
ROAD: MARKETING ETHICS 62, ROUGH ROAD AHEAD: MARKETING AND THE ECONOMY
62, TRAVEL BUDGET: MARKETING BY THE NUMBERS 63, DRIVE IN: VIDEO CASE 63
COMPANY AND MARKETING STRATEGY:
PARTNERING TO BUILD CUSTOMER RELATIONSHIPS 64 COMPANYWIDE STRATEGIC
PLANNING: DEFINING MARKETING S ROLE 67 DEFINING A MARKET-ORIENTED
MISSION 67 * SETTING COMPANY OBJECTIVES AND GOALS 68
2.1 MARKETING AT WORK MCDONALD S: ON A CUSTOMER-FOCUSED MISSION 69
DESIGNING THE BUSINESS PORTFOLIO 71
IMAGE 3
12 CONTENTS
PLANNING MARKETING: PARTNERING TO BUILD CUSTOMER RELATIONSHIPS 74
PARTNERING WITH OTHER COMPANY DEPARTMENTS 75 * PARTNERING WITH OTHERS IN
THE MARKETING SYSTEM 76
MARKETING STRATEGY AND THE MARKETING MIX 77 CUSTOMER-DRIVEN MARKETING
STRATEGY 78 2.2 SWARKETOMG AT WORK NICHER LOGITECH: THE LITTLE MOUSETHAT
ROARS 79 DEVELOPING AN INTEGRATED MARKETING MIX 81
MANAGING THE MARKETING EFFORT 82 MARKETING ANALYSIS 82 * MARKETING
PLANNING 83 * MARKETING IMPLEMENTATION 85 * MARKETING DEPARTMENT
ORGANIZATION 85 * MARKETING CONTROL 86
MEASURING AND MANAGING RETURN ON MARKETING INVESTMENT 86
REST STOP: REVIEWING THE CONCEPTS 88, NAVIGATING THE KEY TERMS 89,
TRAVEL LOG 89, UNDER THE HOOD: MARKETINGTECHNOLOGY 90, STAYING ON THE
ROAD: MARKETING ETHICS 90, ROUGH ROAD AHEAD: MARKETING AND THE ECONOMY
91, TRAVEL BUDGET: MARKETING BY THE NUMBERS 91, DRIVE IN: VIDEO CASE 91
PART 2 UNDERSTANDING THE MARKETPLACE AND CONSUMERS
ANALYZING THE MARKETING ENVIRONMENT 92
THE COMPANY S MICROENVIRONMENT 95 THE COMPANY 95 * SUPPLIERS 96 *
MARKETING INTERMEDIARIES 96 * COMPETITORS 97 * PUBLICS 97 * CUSTOMERS 98
THE COMPANY S MACROENVIRONMENT 98 DEMOGRAPHIC ENVIRONMENT 99 * ECONOMIC
ENVIRONMENT 106 * NATURAL ENVIRONMENT 108 * TECHNOLOGICAL ENVIRONMENT
109 * POLITICAL AND SOCIAL ENVIRONMENT 111 3.1 MARKETING AT WORK
SPEARHEADING ENVIRONMENTAL RESPONSIBILITY: MASDAR 114
CULTURAL ENVIRONMENT 116
RESPONDING TO THE MARKETING ENVIRONMENT 120 3.2 MAIRKETSMG AT WORK
YOURCOMPANYSUCKS.COM 121
REST STOP: REVIEWING THE CONCEPTS 122, NAVIGATING THE KEY TERMS 123,
TRAVEL LOG 123, UNDER THE HOOD: MARKETINGTECHNOLOGY 124, STAYING ON THE
ROAD: MARKETING ETHICS 124, ROUGH ROAD AHEAD: MARKETING AND THE ECONOMY
125, TRAVEL BUDGET: MARKETING BY THE NUMBERS 125, DRIVE IN: VIDEO CASE
125 MANAGING MARKETING INFORMATION TO GAIN CUSTOMER INSIGHTS 126
MARKETING INFORMATION AND CUSTOMER INSIGHTS 129 ASSESSING MARKETING
INFORMATION NEEDS 130 DEVELOPING MARKETING INFORMATION 131 INTERNAL DATA
131 * COMPETITIVE MARKETING INTELLIGENCE 132 MARKETING RESEARCH 134
DEFINING THE PROBLEM AND RESEARCH OBJECTIVES 134 * DEVELOPING THE
RESEARCH PLAN 135 * GATHERING SECONDARY DATA 136 * PRIMARY DATA
COLLECTION 138 4.1 IWARKETIINIG AT WORK RESEARCH AT ZAY-DEE, ABU DHABI,
UNITED ARAB EMIRATES (UAE) 145 IMPLEMENTING THE RESEARCH PLAN 148 *
INTERPRETING AND REPORTING THE FINDINGS 148
IMAGE 4
CONTENTS 13
ANALYZING AND USING MARKETING INFORMATION 148 CUSTOMER RELATIONSHIP
MANAGEMENT (CRM) 149 * DISTRIBUTING AND USING MARKETING INFORMATION 150
OTHER MARKETING INFORMATION CONSIDERATIONS 151 MARKETING RESEARCH IN
SMALL BUSINESSES AND NONPROFIT ORGANIZATIONS 151 * INTERNATIONAL
MARKETING RESEARCH 152 * PUBLIC POLICY AND ETHICS IN MARKETING RESEARCH
154 4.2 MARKETING AT WORK TRACKING CONSUMERS ON THE WEB: SMART TARGETING
OR A LITTLE
CREEPY? 155
REST STOP: REVIEWING THE CONCEPTS 157, NAVIGATING THE KEY TERMS 159,
TRAVEL LOG 159, UNDER THE HOOD: MARKETINGTECHNOLOGY 159, STAYING ON THE
ROAD: MARKETING ETHICS 160, ROUGH ROAD AHEAD: MARKETING AND THE ECONOMY
160, TRAVEL BUDGET: MARKETING BY THE NUMBERS 161, DRIVE IN: VIDEO CASE
161
UNDERSTANDING CONSUMER AND BUSINESS
BUYER BEHAVIOR 162 CONSUMER MARKETS AND CONSUMER BUYER BEHAVIOR 164
MODEL OF CONSUMER BEHAVIOR 165 * CHARACTERISTICS AFFECTING CONSUMER
BEHAVIOR 165 5.1 MARKETING! AT WORK GOOGLE IS BRITAIN S TOP BRAND 171
THE BUYER DECISION PROCESS 179 * THE BUYER DECISION PROCESS FOR NEW
PRODUCTS 182
BUSINESS MARKETS AND BUSINESS BUYER BEHAVIOR 184 BUSINESS MARKETS 185
5.2 MARKETING AT WORK TEJARI.COM: BUILDING B-TO-B CUSTOMER PARTNERSHIPS
186 BUSINESS BUYER BEHAVIOR 188
REST STOP: REVIEWING THE CONCEPTS 195, NAVIGATING THE KEY TERMS 196,
TRAVEL LOG 196, UNDER THE-HOOD: MARKETINGTECHNOLOGY 197, STAYING ON THE
ROAD: MARKETING ETHICS 197, ROUGH ROAD AHEAD: MARKETING AND THE ECONOMY
198, TRAVEL BUDGET: MARKETING BY THE
NUMBERS 198, DRIVE IN: VIDEO CASE 199
PART 3 DESIGNING A CUSTOMER-DRIVEN STRATEGY AND MIX 200
CUSTOMER-DRIVEN MARKETING STRATEGY:
CREATING VALUE FOR TARGET CUSTOMERS 200 MARKET SEGMENTATION 203
SEGMENTING CONSUMER MARKETS 203 6.1 MARKETING AT WORK MOBINIHTARGETING
THE MOBILETELECOMMUNICATIONS MARKET 208
SEGMENTING BUSINESS MARKETS 211 * SEGMENTING INTERNATIONAL MARKETS 212 *
REQUIREMENTS FOR EFFECTIVE SEGMENTATION 213
MARKET TARGETING 214 EVALUATING MARKET SEGMENTS 214 * SELECTING TARGET
MARKET SEGMENTS 214 * SOCIALLY RESPONSIBLE TARGET MARKETING 219
DIFFERENTIATION AND POSITIONING 221 POSITIONING MAPS 221 * CHOOSING A
DIFFERENTIATION AND POSITIONING STRATEGY 222 6.2 MARKETING AT WORK
RAFFLES HOTEL IN SINGAPORE:THE GRAND OLD DAME OF THE EAST 226
COMMUNICATING AND DELIVERING THE CHOSEN POSITION 229
IMAGE 5
14 CONTENTS
REST STOP: REVIEWING THE CONCEPTS 230, NAVIGATING THE KEY TERMS 231,
TRAVEL LOG 231, UNDER THE HOOD: MARKETINGTECHNOLOGY 232, STAYING ON THE
ROAD: MARKETING ETHICS 232, ROUGH ROAD AHEAD: MARKETING AND THE ECONOMY
232, TRAVEL BUDGET: MARKETING BY THE NUMBERS 233, DRIVE IN: VIDEO CASE
233 (?) PRODUCTS, SERVICES, AND BRANDS: BUILDING CUSTOMER VALUE 234 WHAT
IS A PRODUCT? 236 PRODUCTS, SERVICES, AND EXPERIENCES 237 * LEVELS OF
PRODUCT AND SERVICES 237 * PRODUCT AND SERVICE CLASSIFICATIONS 238
PRODUCT AND SERVICE DECISIONS 242 INDIVIDUAL PRODUCT AND SERVICE
DECISIONS 242 * PRODUCT LINE DECISIONS 247 * PRODUCT MIX DECISIONS 248
SERVICES MARKETING 249 NATURE AND CHARACTERISTICS OF A SERVICE 249 *
MARKETING STRATEGIES FOR SERVICE FIRMS 251 7.1 MARKETING AT WORK
JUMEIRAH GROUP: STAY DIFFERENT* 252 BRANDING STRATEGY: BUILDING STRONG
BRANDS 256 BRAND EQUITY 256 * BUILDING STRONG BRANDS 257 7.2 M A R K E T
I NG AT WORK BADTIMES ARE GOODTIMES FOR STORE BRANDS. BUT WHAT S A
NATIONAL BRAND TO DO? 260 MANAGING BRANDS 264 BEST STOP: REVIEWING THE
CONCEPTS 265, NAVIGATING THE KEY TERMS 266, TRAVEL LOG 266, UNDER THE
HOOD: MARKETINGTECHNOLOGY 267, STAYING ON THE ROAD: MARKETING ETHICS
267, ROUGH ROAD AHEAD: MARKETING AND THE ECONOMY 268, TRAVEL BUDGET:
MARKETING BY THE NUMBERS 268, DRIVE IN: VIDEO CASE 269 DEVELOPING NEW
PRODUCTS AND MANAGING THE PRODUCT LIFE-CYCLE 270 NEW-PRODUCT DEVELOPMENT
STRATEGY 272 THE NEW-PRODUCT DEVELOPMENT PROCESS 273 IDEA GENERATION 273
* IDEA SCREENING 276 * CONCEPT DEVELOPMENT AND TESTING 276 * MARKETING
STRATEGY DEVELOPMENT 277 * BUSINESS ANALYSIS 278 * PRODUCT DEVELOPMENT
278 * TEST MARKETING 279 * COMMERCIALIZATION 280 MANAGING NEW-PRODUCT
DEVELOPMENT 281 CUSTOMER-CENTERED NEW-PRODUCT DEVELOPMENT 281 *
TEAM-BASED NEW-PRODUCT DEVELOPMENT 282 * SYSTEMATIC NEW-PRODUCT
DEVELOPMENT 282 8.1 MARKETING AT WORK BREADTALK S REVOLUTIONARY APPROACH
TO SELLING BREAD MEETS CUSTOMERS NEEDS 283 PRODUCT LIFE-CYCLE
STRATEGIES 285 INTRODUCTION STAGE 287 * GROWTH STAGE 287 8.2 MARKETING
AT WORK KRAFT: LOTS OF GOOD OLD PRODUCTS;TOO FEW GOOD NEW ONES? 288
MATURITY STAGE 289 * DECLINE STAGE 291 ADDITIONAL PRODUCT AND SERVICE
CONSIDERATIONS 292 PRODUCT DECISIONS AND SOCIAL RESPONSIBILITY 293 *
INTERNATIONAL PRODUCT AND SERVICES MARKETING 293 REST STOP: REVIEWING
THE CONCEPTS 295, NAVIGATING THE KEY TERMS 296, TRAVEL LOG 297, UNDER
THE HOOD: MARKETINGTECHNOLOGY 297, STAYING ON THE ROAD: MARKETING ETHICS
298, ROUGH ROAD AHEAD: MARKETING AND THE ECONOMY 298, TRAVEL BUDGET:
MARKETING BY THE NUMBERS 298, DRIVE IN: VIDEO CASE 299
IMAGE 6
CONTENTS 15
PRICING: UNDERSTANDING AND CAPTURING
CUSTOMER VALUE 300 WHAT IS A PRICE? 303 MAJOR PRICING STRATEGIES 303
CUSTOMER VALUE-BASED PRICING 303 * COST-BASED PRICING 306 *
COMPETITION-BASED PRICING 308
OTHER INTERNAL AND EXTERNAL CONSIDERATIONS AFFECTING PRICE DECISIONS 308
OVERALL MARKETING STRATEGY, OBJECTIVES, AND MIX 309 * ORGANIZATIONAL
CONSIDERATIONS 310 * THE MARKET AND DEMAND 310 * THE ECONOMY 312 * OTHER
EXTERNAL FACTORS 312
NEW-PRODUCT PRICING 313 MARKET-SKIMMING PRICING 313 * MARKET-PENETRATION
PRICING 313
PRODUCT MIX PRICING 314 PRODUCT LINE PRICING 314 * OPTIONAL-PRODUCT
PRICING 315 * CAPTIVE-PRODUCT PRICING 315 * BY-PRODUCT PRICING 315 9.1 M
A R K E T I NG AT WORK KODAK: A WHOLE NEW CONCEPT IN PRINTER PRICING AND
ECONOMICS 316 PRODUCT BUNDLE PRICING 317
PRICE ADJUSTMENTS 318 DISCOUNT AND ALLOWANCE PRICING 318 * SEGMENTED
PRICING 318 * PSYCHOLOGICAL PRICING 319 9.2 MARKETING AT WORK AIRLINE
PRICING: BALANCING THE PRICE-VALUE EQUATION 320 PROMOTIONAL PRICING 321
* GEOGRAPHICAL PRICING 322 * DYNAMIC PRICING 323 * INTERNATIONAL
PRICING 325
PRICE CHANGES 325 INITIATING PRICE CHANGES 326 * RESPONDING TO PRICE
CHANGES 327
PUBLIC POLICY AND PRICING 329 PRICING WITHIN CHANNEL LEVELS 329 *
PRICING ACROSS CHANNEL LEVELS 330
REST STOP: REVIEWING THE CONCEPTS 331, NAVIGATING THE KEY TERMS 332,
TRAVEL LOG 332, UNDER THE HOOD: MARKETINGTECHNOLOGY 333, STAYING ON THE
ROAD: MARKETING ETHICS 333, ROUGH ROAD AHEAD: MARKETING AND THE ECONOMY
334, TRAVEL BUDGET: MARKETING BY THE NUMBERS 334, DRIVE IN: VIDEO CASE
335
MARKETING CHANNELS:
DELIVERING CUSTOMER VALUE 336 SUPPLY CHAINS AND THE VALUE DELIVERY
NETWORK 338 THE NATURE AND IMPORTANCE OF MARKETING CHANNELS 339 HOW
CHANNEL MEMBERS ADD VALUE 340 * NUMBER OF CHANNEL LEVELS 341
CHANNEL BEHAVIOR AND ORGANIZATION 342 CHANNEL BEHAVIOR 342 * VERTICAL
MARKETING SYSTEMS 343 10.1 M A R K E T I NG AT WORK ZARA: FAST FASHIONS-
REALLY FAST 345 HORIZONTAL MARKETING SYSTEMS 346 * MULTICHANNEL
DISTRIBUTION SYSTEMS 347 * CHANGING
CHANNEL ORGANIZATION 348
CHANNEL DESIGN DECISIONS 349 ANALYZING CONSUMER NEEDS 350 * SETTING
CHANNEL OBJECTIVES 350 * IDENTIFYING MAJOR ALTERNATIVES 351 * NUMBER OF
MARKETING INTERMEDIARIES 351 * EVALUATING THE MAJOR ALTERNATIVES 352 *
DESIGNING INTERNATIONAL DISTRIBUTION CHANNELS 352
CHANNEL MANAGEMENT DECISIONS 353 SELECTING CHANNEL MEMBERS 353 *
MANAGING AND MOTIVATING CHANNEL MEMBERS 354 * EVALUATING CHANNEL MEMBERS
355
IMAGE 7
16 CONTENTS
PUBLIC POLICY AND DISTRIBUTION DECISIONS 355
MARKETING LOGISTICS AND SUPPLY CHAIN MANAGEMENT 356 NATURE AND
IMPORTANCE OF MARKETING LOGISTICS 356 * GOALS OF THE LOGISTICS SYSTEM
357 10,2 MARKETING AT WORK GREENING THE SUPPLY CHAIN: IT S THE RIGHT
THING TO DO-AND IT S PROFITABLETOO 358 MAJOR LOGISTICS FUNCTIONS 358 *
INTEGRATED LOGISTICS MANAGEMENT 362
REST STOP: REVIEWING THE CONCEPTS 365, NAVIGATING THE KEY TERMS 366,
TRAVEL LOG 366, UNDER THE HOOD: MARKETINGTECHNOLOGY 367, STAYING ON THE
ROAD: MARKETING ETHICS 367, ROUGH ROAD AHEAD: MARKETING AND THE ECONOMY
368, TRAVEL BUDGET: MARKETING BY THE NUMBERS 368, DRIVE IN: VIDEO CASE
369 RETAILING AND WHOLESALING 370 RETAILING 372 TYPES OF RETAILERS 373
11.1 MARKETING AT WORK CARREFOUR EGYPT: BUY IN BULK AND SAVE MONEY 377
RETAILER MARKETING DECISION 380 11! .2 MARKETING AT WORK THE DUBAI MALL:
CREATING A SENSE OF MY SPACE -A LIFESTYLE STATEMENT 383 RETAILING
TRENDS AND DEVELOPMENTS 387 WHOLESALING 392 TYPES OF WHOLESALERS 393 *
WHOLESALER MARKETING DECISIONS 394 * TRENDS IN WHOLESALING 397 R!EST
STOP: REVIEWING THE CONCEPTS 398, NAVIGATING THE KEY TERMS 399, TRAVEL
LOG 399, UNDER THE HOOD: MARKETINGTECHNOLOGY 400, STAYING ON THE ROAD:
MARKETING ETHICS 400, ROUGH ROAD AHEAD: MARKETING AND THE ECONOMY 401,
TRAVEL BUDGET: MARKETING BY THE NUMBERS 401, DRIVE IN: VIDEO CASE 401
COMMUNICATING CUSTOMER VALUE: ADVERTISING AND PUBLIC RELATIONS 402 THE
PROMOTION MIX 403 INTEGRATED MARKETING COMMUNICATIONS 403 THE NEW
MARKETING COMMUNICATIONS LANDSCAPE 405 * THE SHIFTING MARKETING
COMMUNICATIONS MODEL 406 * THE NEED FOR INTEGRATED MARKETING
COMMUNICATIONS 407 12.1 MARKETING AT WORK STAYING RELEVANT IN A SHIFTING
ADVERTISING UNIVERSE: THE OLD VERSUS THE NEW 408 SHAPING THE OVERALL
PROMOTION MIX 410 THE NATURE OF EACH PROMOTION TOOL 410 * PROMOTION MIX
STRATEGIES 412 ADVERTISING 413 SETTING ADVERTISING OBJECTIVES 414 *
SETTING THE ADVERTISING BUDGET 415 * DEVELOPING ADVERTISING STRATEGY 417
* EVALUATING ADVERTISING EFFECTIVENESS AND RETURN ON ADVERTISING
INVESTMENT 426 12.2 MARKETING AT WORK N7W: HELPING IN MANAGINGTOURISM
427 OTHER ADVERTISING CONSIDERATIONS 428 PUBLIC RELATIONS 430 THE ROLE
AND IMPACT OF PUBLIC RELATIONS 431 * MAJOR PUBLIC RELATIONS TOOLS 432
IMAGE 8
CONTENTS 17
REST STOP: REVIEWING THE CONCEPTS 433, NAVIGATING THE KEY TERMS 434,
TRAVEL LOG 434, UNDER THE HOOD: MARKETINGTECHNOLOGY 435, STAYING ON THE
ROAD: MARKETING ETHICS 435, ROUGH ROAD AHEAD: MARKETING AND THE ECONOMY
436, TRAVEL BUDGET: MARKETING BY THE NUMBERS 436, DRIVE IN: VIDEO CASE
437
PERSONAL SELLING AND SALES PROMOTION 438
PERSONAL SELLING 440 THE NATURE OF PERSONAL SELLING 441 * THE ROLE OF
THE SALES FORCE 442 13.1 M A R K E T I NG AT WORK THE ROLE OF THE SALES
FORCE-AND THE ENTIRE COMPANY: PUTTING CUSTOMERS FIRST 443
MANAGING THE SALES FORCE 444 DESIGNING SALES FORCE STRATEGY AND
STRUCTURE 444 * RECRUITING AND SELECTING SALESPEOPLE 448 * TRAINING
SALESPEOPLE 449 * COMPENSATING SALESPEOPLE 450 * SUPERVISING AND
MOTIVATING SALESPEOPLE 451 * EVALUATING SALESPEOPLE AND SALES FORCE
PERFORMANCE 453
THE PERSONAL SELLING PROCESS 454 STEPS IN THE SELLING PROCESS 454 *
PERSONAL SELLING AND MANAGING CUSTOMER RELATIONSHIPS 457 13.2 M A R K E
T I NG AT WORK HYFLUX: VALUE SELLING-A CORPORATE CULTURE OF PROVIDING
INTEGRATED
SOLUTIONS 458
SALES PROMOTION 459 RAPID GROWTH OF SALES PROMOTION 459 * SALES
PROMOTION OBJECTIVES 460 * MAJOR SALES PROMOTION TOOLS 460 * DEVELOPING
THE SALES PROMOTION PROGRAM 464
REST STOP: REVIEWING THE CONCEPTS 465, NAVIGATING THE KEY TERMS 466,
TRAVEL LOG 466, UNDER THE HOOD: MARKETINGTECHNOLOGY 467, STAYING ON THE
ROAD: MARKETING ETHICS 467, ROUGH ROAD AHEAD: MARKETING AND THE ECONOMY
467, TRAVEL BUDGET: MARKETING BY THE NUMBERS 468^ DRIVE IN: VIDEO CASE
468
DIRECT AND ONLINE MARKETING: BUILDING
DIRECT CUSTOMER RELATIONSHIPS 470 THE NEW DIRECT MARKETING MODEL 473
GROWTH AND BENEFITS OF DIRECT MARKETING 473 BENEFITS TO BUYERS 474 *
BENEFITS TO SELLERS 474
CUSTOMER DATABASES AND DIRECT MARKETING 476
FORMS OF DIRECT MARKETING 477 DIRECT-MAIL MARKETING 477 * CATALOG
MARKETING 478 * TELEPHONE MARKETING 479 * DIRECT- RESPONSE TELEVISION
MARKETING 480 * KIOSK MARKETING 482 * NEW DIGITAL DIRECT MARKETING
TECHNOLOGIES 482
14.1 M A R K E T I NG AT WORK MOBILE MARKETING: DO CALL ME, PLEASE-OR
I LL CALLYOU! 484
ONLINE MARKETING 486 MARKETING AND THE INTERNET 486 * ONLINE MARKETING
DOMAINS 487 * SETTING UP AN ONLINE MARKETING PRESENCE 491 14.2 MARKETING
AT WORK ONLINE SOCIAL NETWORKS: TARGETING NICHES OF LIKE-MINDED PEOPLE
497
THE PROMISE AND CHALLENGES OF ONLINE MARKETING 499
PUBLIC POLICY ISSUES IN DIRECT MARKETING 499 IRRITATION, UNFAIRNESS,
DECEPTION, AND FRAUD 499 * INVASION OF PRIVACY 500 * A NEED FOR ACTION
501
IMAGE 9
18 CONTENTS
REST STOP: REVIEWING THE CONCEPTS 502, NAVIGATING THE KEY TERMS 503,
TRAVEL LOG 503,
UNDER THE HOOD: MARKETINGTECHNOLOGY 504, STAYING ON THE ROAD: MARKETING
ETHICS 504, ROUGH ROAD AHEAD: MARKETING AND THE ECONOMY 505, TRAVEL
BUDGET: MARKETING BY THE NUMBERS 505, DRIVE IN: VIDEO CASE 505
PART 4 EXTENDING MARKETING 506
THE GLOBAL MARKETPLACE
GLOBAL MARKETING TODAY 508
506
LOOKING AT THE GLOBAL MARKETING ENVIRONMENT 510 THE INTERNATIONAL TRADE
SYSTEM 510 * ECONOMIC ENVIRONMENT 512 * POLITICAL-LEGAL ENVIRONMENT 514
* CULTURAL ENVIRONMENT 514
DECIDING WHETHER TO GO GLOBAL 517
DECIDING WHICH MARKETS TO ENTER 518
DECIDING HOW TO ENTER THE MARKET 519 EXPORTING 520 * JOINT VENTURING 520
* DIRECT INVESTMENT 522
DECIDING ON THE GLOBAL MARKETING PROGRAM 523 PRODUCT 523 15.1 MARKETING
AT WORK OREOS AND MILK, CHINESE STYLE 524 PROMOTION 526 * PRICE 527
15.2 M A R K E T I NG AT WORK WATCH YOUR LANGUAGE! 528 DISTRIBUTION
CHANNELS 529
DECIDING ON THE GLOBAL MARKETING ORGANIZATION 530
I REST STOP: REVIEWING THE CONCEPTS 531, NAVIGATING THE KEY TERMS 532,
TRAVEL LOG 532, UNDER THE HOOD: MARKETINGTECHNOLOGY 533, STAYING ON
THE ROAD: MARKETING ETHICS 533, ROUGH ROAD AHEAD: MARKETING AND THE
ECONOMY 533, TRAVEL BUDGET: MARKETING BY THE NUMBERS 534, DRIVE IN:
VIDEO CASE 534 SUSTAINABLE MARKETING: SOCIAL RESPONSIBILITY AND ETHICS
536 SUSTAINABLE MARKETING 539 SOCIAL CRITICISMS OF MARKETING 540
MARKETING S IMPACT ON INDIVIDUAL CONSUMERS 540 * MARKETING S IMPACT ON
SOCIETY AS A WHOLE 546 * MARKETING S IMPACT ON OTHER BUSINESSES 548
CONSUMER ACTIONS TO PROMOTE SUSTAINABLE MARKETING 549 CONSUMERISM 550 *
ENVIRONMENTALISM 551 PUBLIC ACTIONS TO REGULATE MARKETING 556 16.1
MARKETING AT WORK FAT-FREE PROMOTION 557 BUSINESS ACTIONS TOWARD
SUSTAINABLE MARKETING 558 SUSTAINABLE MARKETING PRINCIPLES 558 16.2
MARKETING AT WORK HSBC HOLDINGS PIC: SERVING BOTH PROFITS AND VALUES 561
MARKETING ETHICS 563 * THE SUSTAINABLE COMPANY 565
IMAGE 10
CONTENTS 19
REST STOP: REVIEWING THE CONCEPTS 567, NAVIGATING THE KEY TERMS 568,
TRAVEL LOG 568, UNDER THE HOOD: MARKETINGTECHNOLOGY 569, STAYING ON THE
ROAD: MARKETING ETHICS 569, ROUGH ROAD AHEAD: MARKETING AND THE ECONOMY
569, TRAVEL BUDGET: MARKETING BY THE NUMBERS 570, DRIVE IN: VIDEO CASE
570
APPENDIX 1 MARKETING PLAN 571
APPENDIX 2 MARKETING BY THE NUMBERS 580
REFERENCES 597 GLOSSARY 617 CREDITS 627
INDEX 630
|
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| author_facet | Armstrong, Gary Kotler, Philip 1931- |
| author_role | aut aut |
| author_sort | Armstrong, Gary |
| author_variant | g a ga p k pk |
| building | Verbundindex |
| bvnumber | BV036724797 |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)845709921 (DE-599)GBV619773111 |
| 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 | 10. ed., global ed. |
| format | Book |
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| id | DE-604.BV036724797 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T22:46:39Z |
| institution | BVB |
| isbn | 0135094860 9780135094860 |
| language | English |
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| publishDate | 2011 |
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| publisher | Pearson |
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| spelling | Armstrong, Gary Verfasser aut Marketing an introduction Gary Armstrong ; Philip Kotler 10. ed., global ed. Boston ; Munich [u.a.] Pearson 2011 644 S. zahlr. Ill. txt rdacontent n rdamedia nc rdacarrier Marktanalyse (DE-588)4037624-2 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf CD-ROM (DE-588)4139307-7 gnd rswk-swf (DE-588)4151278-9 Einführung gnd-content Marketing (DE-588)4037589-4 s CD-ROM (DE-588)4139307-7 s 1\p DE-604 Marktanalyse (DE-588)4037624-2 s 2\p DE-604 Marketingstrategie (DE-588)4120697-6 s 3\p DE-604 Kotler, Philip 1931- Verfasser (DE-588)121409600 aut GBV Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020642590&sequence=000001&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 |
| spellingShingle | Armstrong, Gary Kotler, Philip 1931- Marketing an introduction Marktanalyse (DE-588)4037624-2 gnd Marketing (DE-588)4037589-4 gnd Marketingstrategie (DE-588)4120697-6 gnd CD-ROM (DE-588)4139307-7 gnd |
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| title | Marketing an introduction |
| title_auth | Marketing an introduction |
| title_exact_search | Marketing an introduction |
| title_full | Marketing an introduction Gary Armstrong ; Philip Kotler |
| title_fullStr | Marketing an introduction Gary Armstrong ; Philip Kotler |
| title_full_unstemmed | Marketing an introduction Gary Armstrong ; Philip Kotler |
| title_short | Marketing |
| title_sort | marketing an introduction |
| title_sub | an introduction |
| topic | Marktanalyse (DE-588)4037624-2 gnd Marketing (DE-588)4037589-4 gnd Marketingstrategie (DE-588)4120697-6 gnd CD-ROM (DE-588)4139307-7 gnd |
| topic_facet | Marktanalyse Marketing Marketingstrategie CD-ROM Einführung |
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