BOOK
Principles of Marketing European Edition 7th edn
Philip Kotler | Gary Armstrong | Lloyd C. Harris | Nigel Piercy
(2016)
Additional Information
Book Details
Abstract
Principles of Marketing
Seventh European Edition
Philip Kotler, Gary Armstrong, Lloyd C. Harris and Nigel Piercy
The goal of every marketer is to create more value for customers. The authors of this new European Edition have aimed to create more value for the reader by building on a classic marketing text with its well-established customer-value framework and complimenting it with an emphasis throughout the book on sustainable marketing, measuring and managing return on marketing, marketing technologies and marketing around the world.
To help bring marketing to life this book is filled with interesting examples and stories about real companies, such as Amazon, Google, Uber, ASOS and Lego and their marketing practices. This is the place to go for the freshest and most authoritative insights into the increasingly fascinating world of marketing.
Philip Kotler is S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management, Northwestern University.
Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill.
Lloyd C. Harris is Head of Department and Professor of Marketing at Birmingham Business School, University of Birmingham. His research has been widely disseminated via a range of marketing, strategy, retailing and general management journals.
Nigel Piercy, was formerly Professor of Marketing & Strategy, and Associate Dean, at Warwick Business School. He is now a consultant and management writer. Recent publications include Marketing Strategy and Competitive Positioning, 6th ed. (with Graham Hooley, Brigitte Nicoulaud and John Rudd) published by Pearson in 2016.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Cover | Cover | ||
| Title page | iii | ||
| Copyright page | iv | ||
| Brief Contents | v | ||
| Contents | vii | ||
| Preface | xvi | ||
| About the authors | xxi | ||
| Acknowledgements | xxiii | ||
| Part 1: Defining marketing and the marketing process | 1 | ||
| Chapter 1 Marketing: creating customer value and engagement | 2 | ||
| Chapter preview | 2 | ||
| Objectives outline | 2 | ||
| What is marketing? | 4 | ||
| Marketing defined | 5 | ||
| The marketing process | 5 | ||
| Understanding the marketplace and customer needs | 6 | ||
| Customer needs, wants and demands | 6 | ||
| Market offerings – products, services and experiences | 6 | ||
| Customer value and satisfaction | 7 | ||
| Exchanges and relationships | 8 | ||
| Markets | 8 | ||
| Designing a customer value-driven marketing strategy | 9 | ||
| Selecting customers to serve | 9 | ||
| Choosing a value proposition | 9 | ||
| Marketing management orientations | 10 | ||
| Preparing an integrated marketing plan and programme | 13 | ||
| Building customer relationships | 13 | ||
| Customer relationship management | 13 | ||
| Engaging customers | 16 | ||
| Partner relationship management | 18 | ||
| Capturing value from customers | 18 | ||
| Creating customer loyalty and retention | 19 | ||
| Growing share of customer | 19 | ||
| Building customer equity | 19 | ||
| The changing marketing landscape | 21 | ||
| The digital age: online, mobile and social media marketing | 21 | ||
| Social media marketing | 22 | ||
| Mobile marketing | 23 | ||
| The changing economic environment | 23 | ||
| The growth of not-for-profit marketing | 24 | ||
| Rapid globalisation | 25 | ||
| Sustainable marketing – the call for more environmental and social responsibility | 25 | ||
| So, what is marketing? Pulling it all together | 26 | ||
| Objectives review and key terms | 28 | ||
| Navigating the key terms | 29 | ||
| Discussion and critical thinking | 30 | ||
| Discussion questions | 30 | ||
| Critical-thinking exercises | 30 | ||
| Mini-cases and applications | 30 | ||
| Online, mobile and social media marketing: Xbox One | 30 | ||
| Marketing ethics: extreme baby monitoring | 30 | ||
| Marketing by the numbers: consumers rule! | 31 | ||
| References | 31 | ||
| Company case: Pegasus Airlines: delighting a new type of travelling customer | 33 | ||
| Chapter 2 Company and marketing strategy: partnering to build customer engagement, value and relationships | 36 | ||
| Chapter preview | 36 | ||
| Objectives outline | 36 | ||
| Company-wide strategic planning: defining marketing’s role | 38 | ||
| Defining a market-oriented mission | 39 | ||
| Setting company objectives and goals | 40 | ||
| Designing the business portfolio | 41 | ||
| Planning marketing: partnering to build customer relationships | 45 | ||
| Partnering with other company departments | 45 | ||
| Partnering with others in the marketing system | 46 | ||
| Marketing strategy and the marketing mix | 47 | ||
| Customer value-driven marketing strategy | 47 | ||
| Developing an integrated marketing mix | 49 | ||
| Managing the marketing effort | 51 | ||
| Marketing analysis | 51 | ||
| Marketing planning | 52 | ||
| Marketing implementation | 52 | ||
| Marketing department organisation | 54 | ||
| Marketing control | 54 | ||
| Measuring and managing marketing return on investment | 55 | ||
| Objectives review and key terms | 56 | ||
| Navigating the key terms | 57 | ||
| Discussion and critical thinking | 58 | ||
| Discussion questions | 58 | ||
| Critical-thinking exercises | 58 | ||
| Mini-cases and applications | 58 | ||
| Online, mobile and social media marketing: the PC-osaurus | 58 | ||
| Marketing ethics: digital dark side | 58 | ||
| Marketing by numbers: profitability | 59 | ||
| References | 59 | ||
| Company case: LEGO: one more brick in the wall? | 60 | ||
| Part 2: Understanding the marketplace and consumers | 65 | ||
| Chapter 3 Analysing the marketing environment | 66 | ||
| Chapter preview | 66 | ||
| Objectives outline | 66 | ||
| The microenvironment | 70 | ||
| The company | 70 | ||
| Suppliers | 70 | ||
| Marketing intermediaries | 71 | ||
| Competitors | 71 | ||
| Publics | 72 | ||
| Customers | 72 | ||
| The macroenvironment | 73 | ||
| The demographic environment | 74 | ||
| Geographic shifts in population and market diversity | 79 | ||
| The economic environment | 82 | ||
| The natural environment | 85 | ||
| The technological environment | 86 | ||
| The political and social environment | 88 | ||
| The cultural environment | 90 | ||
| Responding to the marketing environment | 92 | ||
| Objectives review and key terms | 93 | ||
| Navigating the key terms | 94 | ||
| Discussion and critical thinking | 94 | ||
| Discussion questions | 94 | ||
| Critical-thinking exercises | 94 | ||
| Mini-cases and applications | 94 | ||
| Online, mobile and social media marketing: social data | 94 | ||
| Marketing ethics: television isn’t what it used to be | 95 | ||
| Marketing by the numbers: tiny markets | 95 | ||
| References | 96 | ||
| Company case: The era of cheap chic for Primark | 98 | ||
| Chapter 4 Managing marketing information to gain customer insights | 102 | ||
| Chapter preview | 102 | ||
| Objectives outline | 102 | ||
| Marketing information and customer insights | 104 | ||
| Marketing information and today’s ‘big data’ | 105 | ||
| Managing marketing information | 105 | ||
| Assessing marketing information needs | 106 | ||
| Developing marketing information | 107 | ||
| Internal data | 107 | ||
| Competitive marketing intelligence | 107 | ||
| Marketing research | 109 | ||
| Defining the problem and research objectives | 110 | ||
| Developing the research plan | 110 | ||
| Gathering secondary data | 111 | ||
| Primary data collection | 112 | ||
| Implementing the research plan | 121 | ||
| Interpreting and reporting the findings | 121 | ||
| Analysing and using marketing information | 122 | ||
| Customer relationship management and mining big data | 122 | ||
| Distributing and using marketing information | 123 | ||
| Other marketing information considerations | 124 | ||
| Marketing research in small businesses and non-profit organisations | 124 | ||
| International marketing research | 125 | ||
| Public policy and ethics in marketing research | 126 | ||
| Objectives review and key terms | 128 | ||
| Navigating the key terms | 129 | ||
| Discussion and critical thinking | 129 | ||
| Discussion questions | 129 | ||
| Critical-thinking exercises | 129 | ||
| Mini-cases and applications | 129 | ||
| Online, mobile and social media marketing: you are what you like | 129 | ||
| Marketing ethics: research ethics | 130 | ||
| Marketing by the numbers: sample size | 130 | ||
| References | 130 | ||
| Company case: Holland & Barret by Dr Eleri Rosier, Cardiff Business School | 132 | ||
| Chapter 5 Consumer markets and buyer behaviour | 136 | ||
| Chapter preview | 136 | ||
| Objectives outline | 136 | ||
| Model of consumer behaviour | 139 | ||
| Characteristics affecting consumer behaviour | 140 | ||
| Cultural factors | 140 | ||
| Social factors | 144 | ||
| Personal factors | 147 | ||
| Psychological factors | 150 | ||
| Types of buying decision behaviour | 153 | ||
| Complex buying behaviour | 153 | ||
| Dissonance-reducing buying behaviour | 154 | ||
| Habitual buying behaviour | 154 | ||
| Variety-seeking buying behaviour | 155 | ||
| The buyer decision process | 155 | ||
| Need recognition | 155 | ||
| Information search | 156 | ||
| Evaluation of alternatives | 156 | ||
| Purchase decision | 157 | ||
| Post-purchase behaviour | 157 | ||
| The buyer decision process for new products | 158 | ||
| Stages in the adoption process | 158 | ||
| Individual differences in innovativeness | 158 | ||
| Influence of product characteristics on rate of adoption | 159 | ||
| Objectives review and key terms | 160 | ||
| Navigating the key terms | 161 | ||
| Discussion and critical thinking | 161 | ||
| Discussion the concepts | 161 | ||
| Critical-thinking exercises | 161 | ||
| Mini-cases and applications | 162 | ||
| Online, mobile and social media marketing: digital influencers | 162 | ||
| Marketing ethics: liquid gold | 162 | ||
| Marketing by the numbers: evaluating alternatives | 162 | ||
| References | 163 | ||
| Company case: Porsche: guarding the old while bringing in the new | 164 | ||
| Chapter 6 Business markets and business buyer behaviour | 168 | ||
| Chapter preview | 168 | ||
| Objectives outline | 168 | ||
| Business markets | 170 | ||
| Market structure and demand | 171 | ||
| Nature of the buying unit | 171 | ||
| Types of decisions and the decision process | 172 | ||
| Business buyer behaviour | 172 | ||
| Major types of buying situations | 173 | ||
| Participants in the business buying process | 174 | ||
| Major influences on business buyers | 175 | ||
| The business buying process | 176 | ||
| E-procurement and online purchasing | 179 | ||
| Institutional and government markets | 180 | ||
| Institutional markets | 180 | ||
| Government markets | 181 | ||
| Objectives review and key terms | 182 | ||
| Navigating the key terms | 183 | ||
| Discussion and critical thinking | 183 | ||
| Discussion questions | 183 | ||
| Critical-thinking exercises | 183 | ||
| Mini-cases and applications | 184 | ||
| Online, mobile and social media marketing: e-procurement and mobile procurement | 184 | ||
| Marketing ethics: commercial bribery | 184 | ||
| Marketing by the numbers: salespeople | 184 | ||
| References | 184 | ||
| Company case: Industrial Internet at General Electric: why B-to-B doesn’t stand for ‘boring-to-boring’ by Andrew Pressey, Birmingham Business School | 185 | ||
| Part 3: Designing a customer value-driven strategy and mix | 189 | ||
| Chapter 7 Customer-driven marketing strategy: creating value for target customers | 190 | ||
| Chapter preview | 190 | ||
| Objectives outline | 190 | ||
| Market segmentation | 194 | ||
| Segmenting consumer markets | 194 | ||
| Segmenting business markets | 200 | ||
| Segmenting international markets | 201 | ||
| Requirements for effective segmentation | 202 | ||
| Market targeting | 203 | ||
| Evaluating market segments | 203 | ||
| Selecting target market segments | 203 | ||
| Differentiation and positioning | 209 | ||
| Positioning maps | 209 | ||
| Choosing a differentiation and positioning strategy | 209 | ||
| Communicating and delivering the chosen position | 215 | ||
| Objectives review and key terms | 216 | ||
| Navigating the key terms | 217 | ||
| Discussion and critical thinking | 217 | ||
| Discussion questions | 217 | ||
| Critical-thinking exercises | 217 | ||
| Mini-cases and applications | 217 | ||
| Online, mobile and social media marketing: SoLoMo (Social + Local + Mobile) | 217 | ||
| Marketing ethics: unrealistic bodies | 218 | ||
| Marketing by the numbers: USAA | 218 | ||
| References | 218 | ||
| Company case: Asos: fast fashion for fast consumers | 220 | ||
| Chapter 8 Products, services and brands: building customer value | 224 | ||
| Chapter preview | 224 | ||
| Objectives outline | 224 | ||
| What is a product? | 226 | ||
| Products, services and experiences | 227 | ||
| Levels of product and services | 227 | ||
| Product and service classifications | 228 | ||
| Product and service decisions | 231 | ||
| Individual product and service decisions | 231 | ||
| Product line decisions | 235 | ||
| Product mix decisions | 236 | ||
| Services marketing | 237 | ||
| The nature and characteristics of a service | 237 | ||
| Marketing strategies for service firms | 238 | ||
| Branding strategy: building strong brands | 243 | ||
| Brand equity | 243 | ||
| Building strong brands | 244 | ||
| Managing brands | 251 | ||
| Objectives review and key terms | 252 | ||
| Navigating the key terms | 253 | ||
| Discussion and critical thinking | 254 | ||
| Discussion questions | 254 | ||
| Critical-thinking exercises | 254 | ||
| Mini-cases and applications | 254 | ||
| Online, mobile and social media marketing: keeping tabs on Fido’s health | 254 | ||
| Marketing ethics: $450 Starbucks gift card | 254 | ||
| Marketing by the numbers: Pop-Tarts gone nutty! | 255 | ||
| References | 255 | ||
| Company case: John Lewis: Middle England’s retailer of choice | 257 | ||
| Chapter 9 New product development and product life-cycle strategies | 260 | ||
| Chapter preview | 260 | ||
| Objectives outline | 260 | ||
| New product development strategy | 263 | ||
| New product development process | 263 | ||
| Idea generation | 263 | ||
| Idea screening | 266 | ||
| Concept development and resting | 267 | ||
| Marketing strategy development | 268 | ||
| Business analysis | 269 | ||
| Product development | 269 | ||
| Test marketing | 270 | ||
| Commercialisation | 270 | ||
| Managing new product development | 271 | ||
| Customer-centred new product development | 271 | ||
| Team-based new product development | 272 | ||
| Systematic new product development | 273 | ||
| New product development in turbulent times | 274 | ||
| Product life-cycle strategies | 274 | ||
| Introduction stage | 277 | ||
| Growth stage | 277 | ||
| Maturity stage | 278 | ||
| Decline stage | 279 | ||
| Additional product and service considerations | 280 | ||
| Product decisions and social responsibility | 280 | ||
| International product and services marketing | 280 | ||
| Objectives review and key terms | 283 | ||
| Navigating the key terms | 284 | ||
| Discussion and critical thinking | 284 | ||
| Discussion questions | 284 | ||
| Critical-thinking exercises | 284 | ||
| Mini-cases and applications | 284 | ||
| Online, mobile and social media marketing: Reading Rainbow app | 284 | ||
| Marketing ethics: orphan drugs | 285 | ||
| Marketing by the numbers: dental house calls | 285 | ||
| References | 285 | ||
| Company case: Reckitt Benckiser: building a brand powerhouse | 287 | ||
| Chapter 10 Pricing: understanding and capturing customer value | 290 | ||
| Chapter preview | 290 | ||
| Objectives outline | 290 | ||
| What is a price? | 292 | ||
| Major pricing strategies | 293 | ||
| Customer value-based pricing | 293 | ||
| Cost-based pricing | 296 | ||
| Competition-based pricing | 299 | ||
| Other internal and external considerations affecting price decisions | 301 | ||
| Overall marketing strategy, objectives and mix | 301 | ||
| Organisational considerations | 302 | ||
| The market and demand | 302 | ||
| The economy | 304 | ||
| Other external factors | 305 | ||
| Objectives review and key terms | 305 | ||
| Navigating the key terms | 307 | ||
| Discussion and critical thinking | 307 | ||
| Discussion questions | 307 | ||
| Critical-thinking exercises | 307 | ||
| Mini-cases and applications | 307 | ||
| Online, mobile and social media marketing: online price tracking | 307 | ||
| Marketing ethics: psychology of mobile payments | 308 | ||
| Marketing by the numbers: reseller margins | 308 | ||
| References | 308 | ||
| Company case: Cath Kidston: nostalgic fantasy that creates value for consumers | 309 | ||
| Chapter 11 Pricing strategies: additional consideration | 312 | ||
| Chapter preview | 312 | ||
| Objectives outline | 312 | ||
| New product pricing strategies | 314 | ||
| Market-skimming pricing | 314 | ||
| Market-penetration pricing | 315 | ||
| Product mix pricing strategies | 315 | ||
| Product line pricing | 315 | ||
| Optional-product pricing | 316 | ||
| Captive-product pricing | 316 | ||
| By-product pricing | 317 | ||
| Product bundle pricing | 317 | ||
| Price adjustment strategies | 318 | ||
| Discount and allowance pricing | 318 | ||
| Segmented pricing | 318 | ||
| Psychological pricing | 319 | ||
| Promotional pricing | 320 | ||
| Geographical pricing | 321 | ||
| Dynamic and Internet pricing | 322 | ||
| International pricing | 324 | ||
| Price changes | 325 | ||
| Initiating price changes | 325 | ||
| Responding to price changes | 327 | ||
| Public policy and pricing | 328 | ||
| Pricing within channel levels | 328 | ||
| Pricing across channel levels | 329 | ||
| Objectives review and key terms | 330 | ||
| Navigating the key terms | 332 | ||
| Discussion and critical thinking | 332 | ||
| Discussion questions | 332 | ||
| Critical-thinking exercises | 332 | ||
| Mini-cases and applications | 332 | ||
| Online, mobile and social media marketing: online price glitches | 332 | ||
| Marketing ethics: airfare pricing | 333 | ||
| Marketing by the numbers: Louis Vuitton price increase | 333 | ||
| References | 333 | ||
| Company case: Coach: riding the wave of premium pricing | 335 | ||
| Chapter 12 Marketing channels: delivering customer value | 338 | ||
| Chapter preview | 338 | ||
| Objectives outline | 338 | ||
| Supply chains and the value delivery network | 340 | ||
| The nature and importance of marketing channels | 341 | ||
| How channel members add value | 343 | ||
| Number of channel levels | 344 | ||
| Channel behaviour and organisation | 345 | ||
| Channel behaviour | 346 | ||
| Vertical marketing systems | 347 | ||
| Horizontal marketing systems | 349 | ||
| Multi-channel distribution systems | 349 | ||
| Changing channel organisation | 350 | ||
| Channel design decisions | 351 | ||
| Analysing consumer needs | 352 | ||
| Setting channel objectives | 352 | ||
| Identifying major alternatives | 353 | ||
| Evaluating the major alternatives | 354 | ||
| Designing international distribution channels | 354 | ||
| Channel management decisions | 356 | ||
| Selecting channel members | 356 | ||
| Managing and motivating channel members | 356 | ||
| Evaluating channel members | 357 | ||
| Public policy and distribution decisions | 357 | ||
| Marketing logistics and supply chain management | 358 | ||
| Nature and importance of marketing logistics | 358 | ||
| Goals of the logistics system | 359 | ||
| Major logistics functions | 360 | ||
| Integrated logistics management | 363 | ||
| Objectives review and key terms | 365 | ||
| Navigating the key terms | 366 | ||
| Discussion and critical thinking | 366 | ||
| Discussion questions | 366 | ||
| Critical-thinking exercises | 367 | ||
| Mini-cases and applications | 367 | ||
| Online, mobile and social media marketing: self-publishing | 367 | ||
| Marketing ethics: supplier safety | 367 | ||
| Marketing by the numbers: Tyson expanding distribution | 368 | ||
| References | 368 | ||
| Company case: Amazon and P&G: taking channel partnering to a new level | 369 | ||
| Chapter 13 Retailing and wholesaling | 372 | ||
| Chapter preview | 372 | ||
| Objectives outline | 372 | ||
| Retailing | 375 | ||
| Types of retailers | 375 | ||
| Retailer marketing decisions | 381 | ||
| Retailing trends and developments | 386 | ||
| Wholesaling | 393 | ||
| Types of wholesalers | 394 | ||
| Wholesaler marketing decisions | 395 | ||
| Trends in wholesaling | 397 | ||
| Objectives review and key terms | 398 | ||
| Navigating the key terms | 399 | ||
| Discussion and critical thinking | 399 | ||
| Applying the concepts | 399 | ||
| Critical-thinking exercises | 399 | ||
| Mini-cases and applications | 399 | ||
| Online, mobile and social media marketing: local retailers | 399 | ||
| Marketing ethics: marketplace fairness | 400 | ||
| Marketing by the numbers: stockturn rate | 400 | ||
| References | 400 | ||
| Company case: Auchen: maybe Walmart is not unbeatable after all? | 402 | ||
| Chapter 14 Engaging customers and communicating customer value: integrated marketing communications strategy | 406 | ||
| Chapter preview | 406 | ||
| Objectives outline | 406 | ||
| The promotion mix | 408 | ||
| Integrated marketing communications | 409 | ||
| The new marketing communications model | 409 | ||
| The need for integrated marketing communications | 411 | ||
| A view of the communication process | 412 | ||
| Steps in developing effective marketing communication | 414 | ||
| Identifying the target audience | 414 | ||
| Determining the communication objectives | 414 | ||
| Designing a message | 415 | ||
| Message content | 416 | ||
| Choosing the communication channels and media | 417 | ||
| Selecting the message source | 419 | ||
| Collecting feedback | 419 | ||
| Setting the total promotion budget and mix | 420 | ||
| Setting the total promotion budget | 420 | ||
| Shaping the overall promotion mix | 421 | ||
| Integrating the promotion mix | 424 | ||
| Socially responsible marketing communication | 424 | ||
| Advertising and sales promotion | 425 | ||
| Personal selling | 425 | ||
| Objectives review and key terms | 426 | ||
| Navigating the key terms | 427 | ||
| Discussion and critical thinking | 427 | ||
| Discussion questions | 427 | ||
| Critical-thinking exercises | 427 | ||
| Mini-cases and applications | 427 | ||
| Online, mobile and social media: marketing native advertising | 427 | ||
| Marketing ethics: racist promotion? | 428 | ||
| Marketing by the numbers: advertising-to-sales ratios | 428 | ||
| References | 428 | ||
| Company case: Red Bull: a different kind of integrated campaign | 429 | ||
| Chapter 15 Advertising and public relations | 434 | ||
| Chapter preview | 434 | ||
| Objectives outline | 434 | ||
| Advertising | 437 | ||
| Setting advertising objectives | 438 | ||
| Setting the advertising budget | 440 | ||
| Developing advertising strategy | 441 | ||
| Evaluating advertising effectiveness and the return on advertising investment | 451 | ||
| Other advertising considerations | 452 | ||
| Public relations | 454 | ||
| The role and impact of PR | 454 | ||
| Major public relations tools | 455 | ||
| Objectives review and key terms | 456 | ||
| Navigating the key terms | 457 | ||
| Discussion and critical thinking | 457 | ||
| Discussion questions | 457 | ||
| Critical-thinking exercises | 457 | ||
| Mini-cases and applications | 457 | ||
| Online, mobile and social media marketing: Facebook audience network | 457 | ||
| Marketing ethics: Amazon’s dronerama | 458 | ||
| Marketing by the numbers: C3, CPM and CPP | 458 | ||
| References | 459 | ||
| Company case: Public relations and customer engagement at Coca-Cola: from impressions to expressions to transactions | 461 | ||
| Chapter 16 Personal selling and sales promotion | 464 | ||
| Chapter preview | 464 | ||
| Objectives outline | 464 | ||
| Personal selling | 466 | ||
| The nature of personal selling | 467 | ||
| The role of the sales force | 468 | ||
| Managing the sales force | 470 | ||
| Designing sales force strategy and structure | 470 | ||
| Recruiting and selecting salespeople | 474 | ||
| Training salespeople | 475 | ||
| Compensating salespeople | 476 | ||
| Supervising and motivating salespeople | 477 | ||
| Evaluating salespeople and sales force performance | 478 | ||
| Social selling: online, mobile and social media tools | 479 | ||
| The role of salespeople in a digital and social media age | 480 | ||
| The new digital selling environment | 481 | ||
| The personal selling process | 482 | ||
| Steps in the selling process | 482 | ||
| Sales promotion | 486 | ||
| The rapid growth of sales promotion | 486 | ||
| Sales promotion objectives | 486 | ||
| Major sales promotion tools | 487 | ||
| Developing the sales promotion programme | 492 | ||
| Objectives review and key terms | 492 | ||
| Navigating the key terms | 493 | ||
| Discussion and critical thinking | 494 | ||
| Discussion questions | 494 | ||
| Critical-thinking exercises | 494 | ||
| Mini-cases and applications | 494 | ||
| Online, mobile and social media marketing: sales promotions | 494 | ||
| Marketing ethics: drug dealing | 494 | ||
| Marketing by the numbers: sales force analysis | 495 | ||
| References | 495 | ||
| Company case: HP: overhauling a vast corporate sales force | 497 | ||
| Chapter 17 Direct, online, social media and mobile marketing | 500 | ||
| Chapter preview | 500 | ||
| Objectives outline | 500 | ||
| Direct and digital marketing | 502 | ||
| The new direct marketing model | 503 | ||
| Rapid growth of direct and digital marketing | 503 | ||
| Benefits of direct and digital marketing to buyers and sellers | 504 | ||
| Forms of direct and digital marketing | 505 | ||
| Digital and social media marketing | 506 | ||
| Marketing, the Internet and the digital age | 506 | ||
| Online marketing | 507 | ||
| Social media marketing | 511 | ||
| Mobile marketing | 514 | ||
| Traditional direct marketing forms | 516 | ||
| Direct-mail marketing | 516 | ||
| Catalogue marketing | 517 | ||
| Telemarketing | 518 | ||
| Direct-response television marketing | 518 | ||
| Kiosk marketing | 519 | ||
| Public policy issues in direct and digital marketing | 520 | ||
| Irritation, unfairness, deception and fraud | 520 | ||
| Consumer privacy | 521 | ||
| A need for action | 521 | ||
| Objectives review and key terms | 523 | ||
| Navigating the key terms | 525 | ||
| Discussion and critical thinking | 525 | ||
| Discussion questions | 525 | ||
| Critical-thinking exercises | 525 | ||
| Mini-cases and applications | 525 | ||
| Online, mobile and social media marketing: big business for small business | 525 | ||
| Marketing ethics: tracking in ‘meat space’ | 526 | ||
| Marketing by the numbers: mobile advertising | 526 | ||
| References | 526 | ||
| Company case: Ocado: taking on the Internet | 530 | ||
| Part 4: Extending marketing | 533 | ||
| Chapter 18 Creating competitive advantage | 534 | ||
| Chapter preview | 534 | ||
| Objectives outline | 534 | ||
| Competitor analysis | 537 | ||
| Identifying competitors | 537 | ||
| Assessing competitors | 538 | ||
| Selecting competitors to attack and avoid | 540 | ||
| Designing a competitive intelligence system | 542 | ||
| Competitive strategies | 543 | ||
| Approaches to marketing strategy | 543 | ||
| Basic competitive strategies | 544 | ||
| Competitive positions | 546 | ||
| Market leader strategies | 546 | ||
| Market challenger strategies | 549 | ||
| Market follower strategies | 550 | ||
| Market nicher strategies | 550 | ||
| Balancing customer and competitor orientations | 551 | ||
| Objectives review and key terms | 552 | ||
| Navigating the key terms | 553 | ||
| Discussion and critical thinking | 553 | ||
| Discussion questions | 553 | ||
| Critical-thinking exercises | 554 | ||
| Mini-cases and applications | 554 | ||
| Online, mobile and social media: marketing social logins | 554 | ||
| Marketing ethics | 554 | ||
| Marketing by the numbers | 554 | ||
| References | 555 | ||
| Company case: Amazon’s Kindle Fire versus Apple’s iPad: let battle commence! | 556 | ||
| Chapter 19 The global marketplace | 560 | ||
| Chapter preview | 560 | ||
| Objectives outline | 560 | ||
| Global marketing today | 562 | ||
| Looking at the global marketing environment | 564 | ||
| The international trade system | 564 | ||
| Economic environment | 566 | ||
| Political-legal environment | 567 | ||
| Deciding whether to go global | 571 | ||
| Deciding which markets to enter | 571 | ||
| Deciding how to enter the market | 572 | ||
| Exporting | 572 | ||
| Joint venturing | 574 | ||
| Direct investment | 575 | ||
| Deciding on the global marketing programme | 576 | ||
| Product | 577 | ||
| Promotion | 578 | ||
| Price | 579 | ||
| Distribution channels | 580 | ||
| Deciding on the global marketing organisation | 581 | ||
| Objectives review and key terms | 582 | ||
| Navigating the key terms | 583 | ||
| Discussion and critical thinking | 583 | ||
| Discussion questions | 583 | ||
| Critical-thinking exercises | 583 | ||
| Mini-cases and applications | 583 | ||
| Online, mobile and social media: marketing Russian e-commerce | 583 | ||
| Marketing ethics: India’s bitter pill | 584 | ||
| Marketing by the numbers | 584 | ||
| References | 585 | ||
| Company case: IKEA: making life better for the world’s many people | 587 | ||
| Chapter 20 Social responsibility and ethics | 590 | ||
| Chapter preview | 590 | ||
| Objectives outline | 590 | ||
| Sustainable marketing | 593 | ||
| Social criticisms of marketing | 594 | ||
| Marketing’s impact on individual consumers | 594 | ||
| Marketing’s impact on society as a whole | 599 | ||
| Marketing’s impact on other businesses | 601 | ||
| Consumer actions to promote sustainable marketing | 602 | ||
| Consumerism | 602 | ||
| Environmentalism | 603 | ||
| Public actions to regulate marketing | 607 | ||
| Business actions towards sustainable marketing | 607 | ||
| Sustainable marketing principles | 607 | ||
| Marketing ethics | 610 | ||
| The sustainable company | 613 | ||
| Objectives review and key terms | 613 | ||
| Navigating the key terms | 614 | ||
| Discussion and critical thinking | 614 | ||
| Discussion questions | 614 | ||
| Critical-thinking exercises | 615 | ||
| Mini-cases and applications | 615 | ||
| Online, mobile and social media marketing: teenagers and social media | 615 | ||
| Marketing ethics: pricey deal? | 615 | ||
| Marketing by the numbers: the cost of sustainability | 615 | ||
| References | 616 | ||
| Company case: Unilever: a prototype for tomorrow’s company? | 618 | ||
| Appendix 1: Marketing plan | 621 | ||
| Appendix 2: Marketing by the numbers | 632 | ||
| Glossary | 650 | ||
| Index | 662 |