Verfügbarkeit: Principles of marketing

Principles of marketing:

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Bibliographische Detailangaben
Hauptverfasser:	Kotler, Philip 1931- (VerfasserIn), Armstrong, Gary (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Harlow [u.a.] Pearson 2014
Ausgabe:	15. ed., global ed.
Schriftenreihe:	Always learning
Schlagworte:	Marketing Marketingmanagement Einführung Aufgabensammlung Lehrbuch
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	716 S. Ill., graph. Darst.
ISBN:	0273786997 9780273786993

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MARC


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adam_text	Titel: Principles of marketing Autor: Kotler, Philip Jahr: 2014 Contents Part 1: Defining Marketing and the Marketing Process (Chapters 1-2) Part 2: Understanding the Marketplace and Consumers (Chapters 3-6) Part 3: Designing a Customer-Driven Strategy and Mix (Chapters 7-17) Part 4: Extending Marketing (Chapters 18-20) Preface 16 2 Company and Marketing Strategy: Partnering to Build Customer Part 1: Defining Marketing and the Marketing Relationships 60 Process 24 9 Company-Wide Strategic Planning: Defining Marketing's Marketing: Creating and Capturing Role 63 Customer Value 24 Defining a Market-Oriented Mission 63 \| Setting Company Objectives and Goals 64 \| Designing the Business Portfolio 65 What Is Marketing? 26 Planning Marketing: Partnering to Build Customer Marketing Defined 27 \| The Marketing Process 27 Relationships 70 Understanding the Marketplace and Customer Needs 28 Partnering with Other Company Departments 71 \| Partnering Customer Needs, Wants, and Demands 28 \| Market witn others in the Marketing System 72 Offerings- Products, Services, and Experiences 28 \| Marketing Strategy and the Marketing Mix 72 Customer Value and Satisfaction 29 \| Exchanges and Customer-Driven Marketing Strategy 73 \| Developing an Relationships 29 \| Markets 29 Integrated Marketing Mix 76 Designing a Customer-Driven Marketing Strategy 30 Managing the Marketing Effort 77 Selecting Customers to Serve 31 \| Choosing a Value Marketing Analysis 77 \| Marketing Planning 78 \| Marketing Proposition 31 \| Marketing Management Orientations 31 Implementation 79 \| Marketing Department Organization 80 \| Preparing an Integrated Marketing Plan and Program 34 Marketing Control 81 Building Customer Relationships 34 Measuring and Managing Return on Marketing Investment 81 Customer Relationship Management 34 \| The Changing Reviewing Objectives and Key Terms 61 \| Objectives Review Nature of Customer Relationships 38 \| Partner Relationship 83 \| Key Terms 62 \| Discussion and Critical Thinking 62 Part 2: Understanding the Marketplace Management 41 Discussion Questions 84 \| Critical Thinking Exercises 63 Capturing Value from Customers 41 Applications and Cases 63 \| Marketing Technology 85 \| Creating Customer Loyalty and Retention 42 \| Growing Share Marketing Ethics 63 \| Marketing by the Numbers 85 \| of Customer 42 \| Building Customer Equity 43 video Case; 0XQ 64 { Company Case: Trap.Ease America 86 The Changing Marketing Landscape 44 The Changing Economic Environment 44 \| The Digital Age 45 \| The Growth of Not-for-Profit Marketing 48 \| Rapid and Consumers 90 Globalization 48 \| Sustainable Marketing—The Call for More social Responsibility 49 3 Analyzing the Marketing So, What Is Marketing? Pulling It All Together 50 Environment 90 Reviewing Objectives and Key Terms 51 \| Objectives Review 51 \| Key Terms 53 \| Discussion and Critical Thinking 53 \| The Microenvironment 93 Discussion Questions 53 \| Critical Thinking Exercises 53 \| The Company 93 \| Suppliers 93 \| Marketing Intermediaries 94 Applications and Cases 54 \| Marketing Technology 54 \| Competitors 94 \| Publics 95 \| Customers 95 Marketing Ethics 54 \| Marketing by the Numbers 54 \| Video Case: The Macroenvironment 96 Zappos 55 \| Company Case: Abou Shakra Restaurant 55 The Demographic Environment 96 \| The Economic Environment 103 I The Natural Environment 104 I The Technological Environment 106 \| The Political and Social The Buyer Decision Process for New Products 178 Environment 107 \| The Cultural Environment 110 Stages in the Adoption Process 179 \| Individual Differences in Responding to the Marketing Environment 113 Innovativeness 179 \| Influence of Product Characteristics on Reviewing Objectives and Key Terms 93 \| Objectives Review Rate of Adoption 180 115 \| Key Terms 94 \| Discussion and Critical Thinking 94 \| Reviewing Objectives and Key Terms 159 \| Objectives Review Discussion Questions 116 \| Critical Thinking Exercises 95 \| 181 \| Key Terms 160 \| Discussion and Critical Thinking 160 \| Applications and Cases 95 \| Marketing Technology 117 \| Discussion Questions 160 \| Critical Thinking Exercises 182 \| Marketing Ethics 95 \| Marketing by the Numbers 96 \| Applications and Cases 161 \| Marketing Technology 161 \| Video Case: Ecoist 96 \| Company Case: Xerox 118 Marketing Ethics 161 \| Marketing by the Numbers 183 \| Video Case: Goodwill Industries 162 \| Company Case: Porsche 184 Managing Marketing Information Business Markets and Business Buyer to Gain Customer Insights 122 Behavior 188 Marketing Information and Customer Insights 124 Business Markets 190 Assessing Marketing Information Needs 125 Market Structure and Demand 191 \| Nature of the Buying Unit 191 Developing Marketing Information 126 Business Buyer Behavior 193 Internal Data 126 \| Competitive Marketing Intelligence 127 Major Types of Buying Situations 193 \| Participants in Marketing Research 128 the Business Buying Process 194 \| Major Influences on Defining the Problem and Research Objectives 129 \| Business Buyers 194 \| The Business Buying Process 197 \| Developing the Research Plan 129 \| Gathering Secondary E-Procurement: Buying on the Internet 199 Data 130 \| Primary Data Collection 131 \| Implementing the Institutional and Government Markets 200 Research Plan 140 \| Interpreting and Reporting the Findings 141 Institutional Markets 202 \| Government Markets 203 Analyzing and Using Marketing Information 141 Reviewing Objectives and Key Terms 183 \| Objectives Customer Relationship Management 141 \| Distributing and Review 205 { Key Terms 184 , Discussion and Critical Thinking Using Marketing Information 142 184 , Discussion Questions 206 \| Critical Thinking Exercises Other Marketing Information Considerations 144 185 , App\|rcatjons and Cases 185 , Marketing Technology 185 \| Marketing Research in Small Businesses and Nonprofit Marketing Ethics 207 \| Marketing by the Numbers 186 \| Video Organizations 145 \| International Marketing Research 146 \| Cage: Eaton 186 { Company Case: cisco Systems 208 Public Policy and Ethics in Marketing Research 147 Reviewing Objectives and Key Terms 126 \| Objectives Review Part 3: Designing a Customer-Driven Strategy 148 \| Key Terms 149 \| Discussion and Critical Thinking 128 \| and Mix 212 Discussion Questions 128 \| Critical Thinking Exercises 128 \| Applications and Cases 1281 Marketing Technology 1501 Customer-Driven Marketing Strategy: Marketing Ethics 129 \| Marketing by the Numbers 129 \| Video Creating Value for Target Customers 212 Case: Domino's 151 \| Company Case: Meredith 152 Market Segmentation 215 Segmenting Consumer Markets 215 \| Segmenting Business Consumer Markets and Consumer Markets 222 \| Segmenting International Markets 223 \| Buyer Behavior 156 Requirements for Effective Segmentation 224 Market Targeting 224 Model of Consumer Behavior 158 Evaluating Market Segments 224 \| Selecting Target Market Characteristics Affecting Consumer Behavior 159 Segments 225 Cultural Factors 159 \| Social Factors 162 \| Personal Differentiation and Positioning 232 Factors 167 \| Psychological Factors 171 Positioning Maps 232 \| Choosing a Differentiation and Types of Buying Decision Behavior 174 Positioning Strategy 233 \| Communicating and Delivering the Complex Buying Behavior 174 \| Dissonance-Reducing Buying Chosen Position 238 Behavior 175 \| Habitual Buying Behavior 175 \| Variety-Seeking Reviewing Objectives and Key Terms 217 \| Objectives Review Buying Behavior 175 217 \| Key Terms 240 \| Discussion and Critical Thinking 218 \| The Buyer Decision Process 176 Discussion Questions 218 \| Critical Thinking Exercises 240 \| Need Recognition 176 \| Information Search 176 \| Evaluation Applications and Cases 219 \| Marketing Technology 219 \| of Alternatives 177 \| Purchase Decision 177 \| Postpurchase Marketing Ethics 241 \| Marketing by the Numbers 219 \| Video Behavior 178 Case: Boston Harbor Cruises 241 \| Company Case: Bentley Motors 242 Products, Services, and Brands: Pricing: Understanding and Capturing Building Customer Value 246 Customer Value 310 What Is a Product? 248 What Is a Price? 312 Products, Services, and Experiences 249 \| Levels of Major Pricing Strategies 313 Product and Services 249 \| Product and Service Customer Value-Based Pricing 313 \| Cost-Based Pricing 317 \| Classifications 250 Competition-Based Pricing 321 Product and Service Decisions 253 Other Internal and External Considerations Affecting Price Individual Product and Service Decisions 253 \| Product Line Decisions 321 Decisions 258 \| Product Mix Decisions 258 Overall Marketing Strategy, Objectives, and Mix 321 \| Services Marketing 259 Organizational Considerations 324 \| The Market and The Nature and Characteristics of a Service 260 \| Marketing Demand 324 \| The Economy 327 \| Other External Factors 327 Strategies for Service Firms 261 Reviewing Objectives and Key Terms 306 \| Objectives Branding Strategy: Building Strong Brands 266 Review 328 \| Key Terms 307 \| Discussion and Critical Brand Equity 266 Thinking 307 \| Discussion Questions 307 \| Critical Thinking Building Strong Brands 267 \| Managing Brands 274 Exercises 329 \| Applications and Cases 308 \| Marketing Reviewing Objectives and Key Terms 253 \| Objectives Review Technology 308 \| Marketing Ethics 308 \| Marketing by the 275 \| Key Terms 254 \| Discussion and Critical Thinking 254 \| Numbers 330 \| Video Case: Smashburger 309 \| Company Case: Discussion Questions 254 \| Critical Thinking Exercise 276 \| Cath Kidston 331 Applications and Cases 255 j Marketing Technology 255 \| Marketing Ethics 255 \| Marketing by the Numbers 255 \| Video Case: Life Is Good 277 \| Company Case: Mavi Jeans 278 Pricing Strategies: Additional Considerations 334 New-Product Development and New-Product Pricing Strategies 336 Product Life-Cycle Strategies 282 Market-Skimming Pricing 336 \| Market-Penetration Pricing 337 New-Product Development Strategy 284 Product Mix Pricing Strategies 337 The New-Product Development Process 285 Product Line Pricing 338 \| Optional Product Pricing 338 \| Idea Generation 285 \| Idea Screening 287 \| Concept Captive Product Pricing 338 \| By-Product Pricing 339 \| Development and Testing 289 \| Marketing Strategy Product Bundle Pricing 339 Development 290 \| Business Analysis 291 \| Product Price Adjustment Strategies 339 Development 291 \| Test Marketing 292 \| Discount and Allowance Pricing 340 \| Segmented Pricing 340 \| Commercialization 293 Psychological Pricing 341 \| Promotional Pricing 343 \| Managing New-Product Development 293 Geographical Pricing 344 \| Dynamic and Internet Pricing 345 \| Customer-Centered New-Product Development 293 \| Team- International Pricing 346 Based New-Product Development 294 \| Systematic New- Price Changes 347 Product Development 294 \| New-Product Development in Initiating Price Changes 347 \| Responding to Price Turbulent Times 295 Changes 350 Product Life-Cycle Strategies 295 Public Policy and Pricing 351 Introduction Stage 297 \| Growth Stage 298 \| Maturity Stage Pricing within Channel Levels 352 \| Pricing across Channel 298 \| Decline Stage 299 Levels 352 Additional Product and Service Considerations 301 Reviewing Objectives and Key Terms 331 \| Objectives Product Decisions and Social Responsibility 301 \| Review 353 \| Key Terms 332 \| Discussion and Critical International Product and Services Marketing 303 Thinking 333 \| Discussion Questions 333 \| Critical Thinking Reviewing Objectives and Key Terms 282 \| Objectives Review Exercises 333 \| Applications and Cases 333 \| Marketing 282 \| Key Terms 283 \| Discussion and Critical Thinking 283 \| Technology 355 \| Marketing Ethics 334 \| Marketing by the Discussion Questions 283 \| Critical Thinking Exercises 305 \| Numbers 334 \| Video Case: Hammerpress 356 \| Company Case: Applications and Cases 284 \| Marketing Technology 284 \| Amazon vs. Walmart 357 Marketing Ethics 284 \| Marketing by the Numbers 306 \| Video Case: Subaru 285 \| Company Case: Google 307 The New Marketing Communications Model 429 \| The Need Marketing Channels: Delivering for lntegrated Marketing communications 431 Customer Value 360 A View of the Communication Process 434 Steps in Developing Effective Marketing Communication 435 Supply Chains and the Value Delivery Network 362 Identifying the Target Audience 436 \| Determining the The Nature and Importance of Marketing Channels 363 Communication Objectives 436 \| Designing a Message 437 \| How Channel Members Add Value 364 I Number of Channel ' Choosing Media 438 \| Selecting the Message Source 439 \| Levels 365 Collecting Feedback 440 Channel Behavior and Organization 366 Setting the Total Promotion Budget and Mix 440 Channel Behavior 366 \| Vertical Marketing Systems 367 Horizontal Marketing Systems 369 \| Multichannel Distribution Setting the Total Promotion Budget 440 \| Shaping the Overall Promotion Mix 443 \| Integrating the Promotion Mix 445 Systems 370 \| Changing Channel Organization 370 Sodally Responsible Marketing Communication 446 Channel Design Decisions 371 Advertising and Sales Promotion 446 \| Personal Selling 446 Analyzing Consumer Needs 372 \| Setting Channel Objectives 372 Reviewing Objectives and Key Terms 425 \| Objectives Review Identifying Major Alternatives 373 \| Evaluating the Major 447 Key Terms 426 I Discussion and Critical Thinking 426 I Alternatives 374 \| Designing International Distribution Channels 374 Discussion Questions 4481 Critical Thinking Exercises 4271 Channel Management Decisions 375 Applications and Cases 427 \| Marketing Technology 427 \| Selecting Channel Members 375 \| Managing and Motivating Marketing Ethics 449 I Marketing by the Numbers 428 I Video Channel Members 376 Evaluating Channel Members 376 Case: OXO 4281 Company Case: Red Bull 450 Public Policy and Distribution Decisions 376 Marketing Logistics and Supply Chain Management 379 Nature and Importance of Marketing Logistics 379 Goals of Advertising and Public Relations 454 the Logistics System 380 \| Major Logistics Functions 381 Integrated Logistics Management 383 Advertising 456 Reviewing Objectives and Key Terms 365 \| Objectives Review Setting Advertising Objectives 457 \| Setting the Advertising 387 \| Key Terms 366 \| Discussion and Critical Thinking 367 \| Budget 459 \| Developing Advertising Strategy 459 \| Evaluating Discussion Questions 367 \| Critical Thinking Exercises 367 \| Advertising Effectiveness and the Return on Advertising Applications and Cases 367 \| Marketing Technology 389 \| Investment 469 \| Other Advertising Considerations 470 Marketing Ethics 368 \| Marketing by the Numbers 368 \| Video Public Relations 472 Case: Gaviha Gourmet Coffee 368 \| Company Case: Pandora 390 The Role and lmPact of PR 472 ! Major Public Relations Tools 473 Retailing and Wholesaling 394 Reviewing Objectives and Key Terms 453 Objectives Review 475 \| Key Terms 454 \| Discussion and Critical Thinking 454 Discussion Questions 476 \| Critical Thinking Exercise 455 \| Applications and Cases 455 \| Marketing Technology 455 \| Marketing Ethics 477 \| Marketing by the Numbers 456 \| Video Case: E*trade 456 \| Company Case: The Super Bowl 478 Retailing 374 Types of Retailers 397 \| Retailer Marketing Decisions 402 \| Retailing Trends and Developments 408 Wholesaling 414 Types of Wholesalers 415 \| Wholesaler Marketing Decisions 415 \| Trends in Wholesaling 418 Personal Selling and Sales Reviewing Objectives and Key Terms 397 ] Objectives Promotion 482 Review 419 \| Key Terms 398 \| Discussion and Critical Thinking 398 \| Discussion Questions 420 \| Critical Thinking Personal Selling 484 Exercises 399 \| Applications and Cases 399 \| Marketing The Nature of Personal Selling 484 \| The Role of the Sales Technology 399 \| Marketing Ethics 421 j Marketing by the Force 485 Numbers 400 \| Video Case: Home Shopping Network 400 \| Managing the Sales Force 486 Company Case: Leader Price 422 Designing the Sales Force Strategy and Structure 487 \| Recruiting and Selecting Salespeople 490 \| Training Salespeople 491 \| Compensating Salespeople 4921 Communicating Customer Value: Supervising and Motivating Salespeople 492 Integrated Marketing Communications Evaluating Salespeople and Sales Force Performance 496 Strategy 426 The Personal gelling Process 497 Steps in the Selling Process 4971 Personal Selling The Promotion Mix 428 and Managing Customer Relationships 499 Integrated Marketing Communications 429 Sales Promotion 501 and Cases 546 \| Marketing Technology 546 \| Marketing Ethics 546 \| The Rapid Growth of Sales Promotion 502 \| Sales Promotion Marketing by the Numbers 546 \| Video Case: Umpqua Bank 568 \| Objectives 502 \| Major Sales Promotion Tools 503 1 Company Case: Ford 569 Developing the Sales Promotion Program 506 Reviewing Objectives and Key Terms 485 \| Objectives Review The Global Marketplace 572 507 \| Key Terms 486 \| Discussion and Critical Thinking 486 j Discussion Questions 486 \| Critical Thinking Exercise 508 \| Global Marketing Today 574 Applications and Cases 487 \| Marketing Technology 487 \| Looking at the Global Marketing Environment 576 Marketing Ethics 487 \| Marketing by the Numbers 509 \| Video The international Trade System 576 \| Economic Environment 578 \| Case: MedTronic 488 \| Company Case: Salesforce.com 510 Political-Legal Environment 580 \| Cultural Environment 581 Deciding Whether to Go Global 583 Direct and Online Marketing: Building Deciding which Markets to Enter 584 Direct Customer Relationships 514 Deciding How to Enter the Market 585 Exporting 585 \| Joint Venturing 586 \| Direct Investment 587 The New Direct Marketing Model 516 Deciding on the Global Marketing Program 588 Growth and Benefits of Direct Marketing 517 Product 590 \| Promotion 592 \| Price 593 \| Distribution Benefits to Buyers 517 \| Benefits to Sellers 518 Channels 593 Customer Databases and Direct Marketing 518 Deciding on the Global Marketing Organization 594 Forms of Direct Marketing 521 Reviewing Objectives and Key Terms 573 \| Objectives Review Direct-Mail Marketing 521 \| Catalog Marketing 522 \| 595 \| Key Terms 574 \| Discussion and Critical Thinking 574 \| Telemarketing 523 \| Direct-Response Television Marketing 523 \| Discussion Questions 596 \| Critical Thinking Exercises 575 \| Kiosk Marketing 524 Applications and Cases 575 \| Marketing Technology 575 \| Online Marketing 525 Marketing Ethics 575 \| Marketing by the Numbers 597 \| Video Marketing and the Internet 525 \| Online Marketing Domains Case: The U.S. Film Industry 576 \| Company Case: Buick 598 526 \| Setting Up an Online Marketing Presence 528 Public Policy issues in Direct Marketing 536 Sustainable Marketing: Social Irritation, Unfairness, Deception, and Fraud 536 I Consumer Responsibility and Ethics 602 Privacy 537 \| A Need for Action 537 Reviewing Objectives and Key Terms 517 \| Objectives Review Sustainable Marketing 604 539 \| Key Terms 518 \| Discussion and Critical Thinking 518 \| Social Criticisms of Marketing 606 Discussion Questions 518 \| Critical Thinking Exercises 540 \| Marketing's Impact on Individual Consumers 606 \| Marketing's Applications and Cases 519 \| Marketing Technology 519 \| lmpact on Society as a Whole 610 ( Marketjng s \|mpact on Marketing Ethics 519 \| Marketing by the Numbers 541 \| Video Other Businesses 612 Case: Home Shopping Network 520 \| Company Case: EBay 542 Consumer Actions to Promote Sustainable Marketing 613 Consumerism 613 \| Environmentalism 614 \| Public Actions to Part 4: Extending Marketing 546 Regulate Marketing 618 Business Actions Toward Sustainable Marketing 618 Creating Competitive Advantage 546 Sustainable Marketing Principles 619 \| Marketing Ethics 623 \| The Sustainable Company 625 Competitor Analysis 548 Reviewing Objectives and Key Terms 604 \| Objectives Review Identifying Competitors 549 \| Assessing Competitors 551 \| 626 \| Key Terms 605 \| Discussion and Critical Thinking 605 \| Selecting Competitors to Attack and Avoid 553 \| Designing a Discussion Questions 605 \| Critical Thinking Exercises 605 \| Competitive Intelligence System 555 Applications and Cases 605 \| Marketing Technology 627 \| Competitive Strategies 555 Marketing Ethics 606 \| Marketing by the Numbers 606 \| Video Approaches to Marketing Strategy 555 \| Basic Competitive Case: Life Is Good 606 \| Company Case: International Paper 628 Strategies 557 \| Competitive Positions 558 \| Market Leader Strategies 560 \| Market Challenger Strategies 563 \| Market Appendix 1: Marketing Plan 633 Follower Strategies 564 \| Market Nicher Strategies 564 Appendix 2: Marketing by the Numbers 643 Balancing Customer and Competitor Orientations 565 Appendix 3: Marketing Careers 661 Reviewing Objectives and Key Terms 5441 Objectives Review 566 \| Key Terms 5451 Discussion and Critical Thinking 5451 Discussing Glossary 673 the Concepts 545 \| Critical Thinking Exercises 567 \| Applications Index 683
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isbn	0273786997 9780273786993
language	English
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spellingShingle	Kotler, Philip 1931- Armstrong, Gary Principles of marketing Marketing Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd
subject_GND	(DE-588)4037589-4 (DE-588)4168907-0 (DE-588)4151278-9 (DE-588)4143389-0 (DE-588)4123623-3
title	Principles of marketing
title_auth	Principles of marketing
title_exact_search	Principles of marketing
title_full	Principles of marketing Philip Kotler ; Gary Armstrong
title_fullStr	Principles of marketing Philip Kotler ; Gary Armstrong
title_full_unstemmed	Principles of marketing Philip Kotler ; Gary Armstrong
title_short	Principles of marketing
title_sort	principles of marketing
topic	Marketing Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd
topic_facet	Marketing Marketingmanagement Einführung Aufgabensammlung Lehrbuch
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025915284&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT kotlerphilip principlesofmarketing AT armstronggary principlesofmarketing

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