Additional Information
Book Details
Abstract
For Principles of Marketing courses that require a comprehensive text.
Help students learn how to create value through customer connections and engagement
In a fast-changing, increasingly digital and social marketplace, it’s more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today’s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework.
Thoroughly revised to reflect the major trends impacting contemporary marketing, the 17th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.
MyLabTM Marketing not included. Students, if MyLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyLab should only be purchased when required by an instructor.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Cover | Cover | ||
| Title Page | 3 | ||
| Copyright | 4 | ||
| Dedication | 5 | ||
| About the Authors | 7 | ||
| Brief Contents | 9 | ||
| Contents | 11 | ||
| Preface | 17 | ||
| Acknowledgments | 23 | ||
| Part 1: Defining Marketing and the Marketing Process | 26 | ||
| Chapter 1 Marketing: Creating Customer Value and Engagement | 26 | ||
| What Is Marketing? | 28 | ||
| Marketing Defined | 29 | ||
| The Marketing Process | 29 | ||
| Understanding the Marketplace and Customer Needs | 30 | ||
| Customer Needs, Wants, and Demands | 30 | ||
| Market Offerings—Products, Services, and Experiences | 31 | ||
| Customer Value and Satisfaction | 31 | ||
| Exchanges and Relationships | 33 | ||
| Markets | 33 | ||
| Designing a Customer Value–Driven Marketing Strategy and Plan | 34 | ||
| Customer Value–Driven Marketing Strategy | 34 | ||
| Preparing an Integrated Marketing Plan and Program | 38 | ||
| Managing Customer Relationships and Capturing Customer Value | 38 | ||
| Engaging Customers and Managing Customer Relationships | 38 | ||
| Capturing Value from Customers | 44 | ||
| The Changing Marketing Landscape | 46 | ||
| The Digital Age: Online, Mobile, and Social Media Marketing | 46 | ||
| The Changing Economic Environment | 50 | ||
| The Growth of Not-for-Profit Marketing | 51 | ||
| Rapid Globalization | 52 | ||
| Sustainable Marketing—The Call for More Environmental and Social Responsibility | 53 | ||
| So, What Is Marketing? Pulling It All Together | 53 | ||
| Reviewing and Extending the Concepts | 55 | ||
| Objectives Review and Key Terms | 55 | ||
| Objectives review | 55 | ||
| Key terms | 56 | ||
| Discussion and Critical Thinking | 57 | ||
| Discussion Questions | 57 | ||
| Critical thinking Exercises | 57 | ||
| Applications and Cases | 57 | ||
| Online, Mobile, and Social Media Marketing: The ALS Ice Bucket Challenge | 57 | ||
| Marketing Ethics: Exaggeration and High Pressure | 58 | ||
| Marketing by the Numbers: Be on the First Page | 58 | ||
| Video Case | 58 | ||
| Company Case: Argos: Creating Customer Value amid Change and Turbulence: Eskimo Joe’s | 59 | ||
| Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships | 62 | ||
| Company-Wide Strategic Planning: Defining Marketing’s Role | 64 | ||
| Defining a Market-Oriented Mission | 64 | ||
| Setting Company Objectives and Goals | 66 | ||
| Designing the Business Portfolio | 66 | ||
| Analyzing the Current Business Portfolio | 67 | ||
| The Boston Consulting Group Approach | 67 | ||
| Developing Strategies for Growth and Downsizing | 70 | ||
| Planning Marketing: Partnering to Build Customer Relationships | 72 | ||
| Partnering with Other Company Departments | 72 | ||
| Partnering with Others in the Marketing System | 73 | ||
| Marketing Strategy and the Marketing Mix | 74 | ||
| Customer Value–Driven Marketing Strategy | 74 | ||
| Developing an Integrated Marketing Mix | 77 | ||
| Managing the Marketing Effort and Marketing Return on Investment | 79 | ||
| Managing the Marketing Effort | 79 | ||
| Measuring and Managing Marketing Return on Investment | 83 | ||
| Reviewing and Extending the Concepts | 84 | ||
| Objectives Review and Key Terms | 84 | ||
| Objectives Review | 84 | ||
| Key terms | 85 | ||
| Discussion and Critical Thinking | 86 | ||
| Discussion Questions | 86 | ||
| Critical thinking exercises | 86 | ||
| Applications and Cases | 86 | ||
| Online, Mobile, and Social Media Marketing: Facebook: Making the World More Open and Connected | 86 | ||
| Marketing ethics: Predicting the Future | 87 | ||
| Marketing by the Numbers: Apple vs. Microsoft | 87 | ||
| Video Case: Konica | 87 | ||
| Company Case: Facebook: Making the World More Open and Connected | 88 | ||
| Part 2: Understanding the Marketplace and Consumer Value | 90 | ||
| Chapter 3 Analyzing the Marketing Environment | 90 | ||
| The Microenvironment and Macroenvironment | 92 | ||
| The Microenvironment | 92 | ||
| The Macroenvironment | 96 | ||
| The Demographic and Economic Environments | 96 | ||
| The Demographic Environment | 96 | ||
| The Economic Environment | 103 | ||
| The Natural and Technological Environments | 104 | ||
| The Natural Environment | 104 | ||
| The Technological Environment | 106 | ||
| The Political–Social and Cultural Environments | 108 | ||
| The Political and Social Environment | 108 | ||
| The Cultural Environment | 111 | ||
| Responding to the Marketing Environment | 114 | ||
| Reviewing and Extending the Concepts | 117 | ||
| Objectives Review and Key Terms | 117 | ||
| Objectives review | 117 | ||
| Key terms | 117 | ||
| Discussion and Critical Thinking | 118 | ||
| Discussion Questions | 118 | ||
| Critical thinking exercises | 118 | ||
| Applications and Cases | 118 | ||
| Online, Mobile, and Social Media Marketing: Sharing Economy | 118 | ||
| Marketing ethics: Your Insurance Renewal Notice Could Be a Trap | 118 | ||
| Marketing by the Numbers: Demographic Trends | 119 | ||
| Video Case: Burger King | 119 | ||
| Company Case: Fitbit: Riding the Fitness Wave to Glory | 119 | ||
| Chapter 4 Managing Marketing Information: To Gain Customer Insights | 122 | ||
| Marketing Information and Customer Insights | 124 | ||
| Marketing Information and Today’s “Big Data” | 125 | ||
| Managing Marketing Information | 125 | ||
| Assessing Information Needs and Developing Data | 126 | ||
| Assessing Marketing Information Needs | 126 | ||
| Developing Marketing Information | 126 | ||
| Marketing Research | 130 | ||
| Defining the Problem and Research Objectives | 130 | ||
| Developing the Research Plan | 131 | ||
| Gathering Secondary Data | 132 | ||
| Primary Data Collection | 133 | ||
| Implementing the Research Plan | 140 | ||
| Interpreting and Reporting the Findings | 140 | ||
| Analyzing and Using Marketing Information | 140 | ||
| Customer Relationship Management (CRM) | 141 | ||
| Big Data and Marketing Analytics | 141 | ||
| Distributing and Using Marketing Information | 144 | ||
| Other Marketing Information Considerations | 144 | ||
| Marketing Research in Small Businesses and Nonprofit Organizations | 144 | ||
| International Marketing Research | 145 | ||
| Public Policy and Ethics in Marketing Research | 147 | ||
| Reviewing and Extending the Concepts | 149 | ||
| Objectives Review and Key Terms | 149 | ||
| Objectives review | 149 | ||
| Key terms | 150 | ||
| Discussion and Critical Thinking | 150 | ||
| Discussion Questions | 150 | ||
| Critical thinking exercises | 151 | ||
| Applications and Cases | 151 | ||
| Online, Mobile, and Social Media Marketing: Online Snooping | 151 | ||
| Marketing ethics: Metadata | 151 | ||
| Marketing by the Numbers: What’s Your Sample? | 151 | ||
| Video Case: Nielsen | 152 | ||
| Company Case: Campbell Soup Company: Watching What You Eat | 152 | ||
| Chapter 5 Consumer Markets and Buyer Behavior | 156 | ||
| Model of Consumer Behavior | 158 | ||
| Characteristics Affecting Consumer Behavior | 159 | ||
| Cultural Factors | 159 | ||
| Social Factors | 162 | ||
| Personal Factors | 167 | ||
| Psychological Factors | 169 | ||
| Buying Decision Behavior and the Buyer Decision Process | 174 | ||
| Types of Buying Decision Behavior | 174 | ||
| The Buyer Decision Process | 175 | ||
| The Buyer Decision Process for New Products | 178 | ||
| Stages in the Adoption Process | 178 | ||
| Individual Differences in Innovativeness | 179 | ||
| Influence of Product Characteristics on Rate of Adoption | 179 | ||
| Reviewing and Extending the Concepts | 180 | ||
| Objectives Review and Key Terms | 180 | ||
| Objectives review | 180 | ||
| Key Terms | 181 | ||
| Discussion and Critical Thinking | 182 | ||
| Discussion Questions | 182 | ||
| Critical Thinking exercises | 182 | ||
| Applications and Cases | 182 | ||
| Online, Mobile, and Social Media Marketing: Blogvertorials | 182 | ||
| Marketing ethics: Make Yourself Feel Good | 183 | ||
| Marketing by the Numbers: Evaluating Alternatives | 183 | ||
| Video Case: IMG Worldwide | 183 | ||
| Company Case: GoldieBlox: Swimming Upstream against Consumer Perceptions | 184 | ||
| Chapter 6 Consumer Markets and Buyer Behavior | 156 | ||
| Business Markets | 188 | ||
| Market Structure and Demand | 189 | ||
| Nature of the Buying Unit | 189 | ||
| Types of Decisions and the Decision Process | 189 | ||
| Business Buyer Behavior | 190 | ||
| Major Types of Buying Situations | 191 | ||
| Participants in the Business Buying Process | 192 | ||
| Major Influences on Business Buyers | 192 | ||
| The Business Buyer Decision Process | 195 | ||
| Problem Recognition | 195 | ||
| General Need Description | 196 | ||
| Product Specification | 196 | ||
| Supplier Search | 196 | ||
| Proposal Solicitation | 196 | ||
| Supplier Selection | 197 | ||
| Order-Routine Specification | 197 | ||
| Performance Review | 197 | ||
| Engaging Business Buyers with Digital and Social Marketing | 197 | ||
| E-procurement and Online Purchasing | 197 | ||
| Business-to-Business Digital and Social Media Marketing | 198 | ||
| Institutional and Government Markets | 199 | ||
| Institutional Markets | 199 | ||
| Government Markets | 201 | ||
| Reviewing and Extending the Concepts | 203 | ||
| Objectives Review and Key Terms | 203 | ||
| Objectives review | 203 | ||
| Key terms | 204 | ||
| Discussion and Critical Thinking | 204 | ||
| Discussion Questions | 204 | ||
| Critical thinking exercises | 205 | ||
| Applications and Cases | 205 | ||
| Online, Mobile, and Social Media Marketing: E-procurement and Mobile\rProcurement | 205 | ||
| Marketing ethics: Innocent: Proven Guilty? | 205 | ||
| Marketing by the Numbers: NAICS | 206 | ||
| Video Case: Eaton | 206 | ||
| Company Case: Procter & Gamble: Treating Business Customers as Strategic Partners | 206 | ||
| PART 3: Designing a Customer Value–Driven Strategy and Mix | 210 | ||
| Chapter 7 Customer Value–Driven\rMarketing Strategy: Creating Value for Target Customers | 210 | ||
| Marketing Strategy | 212 | ||
| Market Segmentation | 213 | ||
| Segmenting Consumer Markets | 213 | ||
| Segmenting Business Markets | 219 | ||
| Segmenting International Markets | 220 | ||
| Requirements for Effective Segmentation | 221 | ||
| Market Targeting | 221 | ||
| Evaluating Market Segments | 221 | ||
| Selecting Target Market Segments | 222 | ||
| Differentiation and Positioning | 228 | ||
| Positioning Maps | 229 | ||
| Choosing a Differentiation and Positioning Strategy | 230 | ||
| Communicating and Delivering the Chosen Position | 235 | ||
| Reviewing and Extending the Concepts | 236 | ||
| Objectives Review and Key Terms | 236 | ||
| Objectives review | 236 | ||
| Key terms | 237 | ||
| Discussion and Critical Thinking | 237 | ||
| Discussion Questions | 237 | ||
| Critical thinking exercises | 238 | ||
| Applications and Cases | 238 | ||
| Online, Mobile, and Social Media Marketing: Get Your Groupon | 238 | ||
| Marketing ethics: Targeting Teens | 238 | ||
| Marketing by the Numbers: USAA | 238 | ||
| Video Case: Sprout | 239 | ||
| Company Case: Virgin America: Flight Service for the Tech Savvy | 239 | ||
| Chapter 8 Products, Services, and Brands: Building Customer Value | 242 | ||
| What Is a Product? | 244 | ||
| Products, Services, and Experiences | 244 | ||
| Levels of Product and Services | 245 | ||
| Product and Service Classifications | 246 | ||
| Product and Service Decisions | 249 | ||
| Individual Product and Service Decisions | 249 | ||
| Product Line Decisions | 256 | ||
| Product Mix Decisions | 256 | ||
| Services Marketing | 258 | ||
| The Nature and Characteristics of a Service | 258 | ||
| Marketing Strategies for Service Firms | 259 | ||
| The Service Profit Chain | 259 | ||
| Branding Strategy: Building Strong Brands | 264 | ||
| Brand Equity and Brand Value | 264 | ||
| Building Strong Brands | 265 | ||
| Managing Brands | 272 | ||
| Reviewing and Extending the Concepts | 272 | ||
| Objectives Review and Key Terms | 272 | ||
| Objectives Review | 272 | ||
| Key Terms | 273 | ||
| Discussion and Critical Thinking | 274 | ||
| Discussion Questions | 274 | ||
| Critical thinking exercises | 274 | ||
| Applications and Cases | 274 | ||
| Online, Mobile, and Social Media Marketing: Feeding Pets from Your Smartphone | 274 | ||
| Marketing Ethics: Cutthroat Prices | 274 | ||
| Marketing by the Numbers: Pop-Tarts Gone Nutty! | 275 | ||
| Video Case: Plymouth Rock Assurance | 275 | ||
| Company Case: Airbnb: Making Hospitality Authentic | 275 | ||
| Chapter 9 Developing New Productsand Managing the Product Life Cycle | 278 | ||
| New Product Development Strategy | 280 | ||
| The New Product Development Process | 281 | ||
| Idea Generation | 281 | ||
| Idea Screening | 283 | ||
| Concept Development and Testing | 283 | ||
| Marketing Strategy Development | 284 | ||
| Business Analysis | 285 | ||
| Product Development | 286 | ||
| Test Marketing | 286 | ||
| Commercialization | 287 | ||
| Managing New Product Development | 287 | ||
| Product Life-Cycle Strategies | 289 | ||
| Introduction Stage | 294 | ||
| Growth Stage | 294 | ||
| Maturity Stage | 295 | ||
| Decline Stage | 296 | ||
| Additional Product and Service Considerations | 297 | ||
| Product Decisions and Social Responsibility | 297 | ||
| International Product and Services Marketing | 298 | ||
| Reviewing and Extending the Concepts | 299 | ||
| Objectives Review and Key Terms | 299 | ||
| Objectives review | 299 | ||
| Key terms | 300 | ||
| Discussion and Critical Thinking | 300 | ||
| Discussion Questions | 300 | ||
| Critical thinking exercises | 301 | ||
| Applications and Cases | 301 | ||
| Online, Mobile, and Social Media Marketing: Telemedicine | 301 | ||
| Marketing ethics: The Sustainable Tourist? | 301 | ||
| Marketing by the Numbers: Dental House Calls | 302 | ||
| Video Case: Day2Night Convertible Heels | 302 | ||
| Company Case: Bose: Better Products through Research | 302 | ||
| Chapter 10 Understanding and Capturing Customer Value | 306 | ||
| What Is a Price? | 308 | ||
| Major Pricing Strategies | 309 | ||
| Customer Value–Based Pricing | 309 | ||
| Cost-Based Pricing | 313 | ||
| Competition-Based Pricing | 317 | ||
| Other Internal and External Considerations Affecting Price Decisions | 317 | ||
| Overall Marketing Strategy, Objectives, and Mix | 318 | ||
| Organizational Considerations | 321 | ||
| The Market and Demand | 321 | ||
| The Economy | 323 | ||
| Other External Factors | 323 | ||
| Reviewing and Extending the Concepts | 324 | ||
| Objectives Review and Key Terms | 324 | ||
| Objectives review | 324 | ||
| Key Terms | 325 | ||
| Discussion and Critical Thinking | 325 | ||
| Discussion Questions | 325 | ||
| Critical Thinking exercises | 325 | ||
| Applications and Cases | 325 | ||
| Online, Mobile, and Social Media Marketing: Sold Out | 325 | ||
| Marketing ethics: The Cost of a Life | 326 | ||
| Marketing by the Numbers: Pricey Sheets | 326 | ||
| Video Case: Fast-Food Discount Wars | 327 | ||
| Company Case: MSC Cruises: From One Second-Hand Ship\rto a Major World Player | 327 | ||
| Chapter 11 Pricing Strategies::Additional Considerations | 330 | ||
| New Product Pricing Strategies | 332 | ||
| Market-Skimming Pricing | 332 | ||
| Market-Penetration Pricing | 333 | ||
| Product Mix Pricing Strategies | 333 | ||
| Product Line Pricing | 334 | ||
| Optional-Product Pricing | 334 | ||
| Captive-Product Pricing | 334 | ||
| By-Product Pricing | 335 | ||
| Product Bundle Pricing | 335 | ||
| Price Adjustment Strategies | 335 | ||
| Discount and Allowance Pricing | 335 | ||
| Segmented Pricing | 336 | ||
| Psychological Pricing | 337 | ||
| Promotional Pricing | 338 | ||
| Geographical Pricing | 339 | ||
| Dynamic and Online Pricing | 340 | ||
| International Pricing | 342 | ||
| Price Changes | 344 | ||
| Initiating Price Changes | 344 | ||
| Responding to Price Changes | 345 | ||
| Public Policy and Pricing | 346 | ||
| Pricing within Channel Levels | 349 | ||
| Pricing across Channel Levels | 349 | ||
| Reviewing and Extending the Concepts | 350 | ||
| Objectives Review and Key Terms | 350 | ||
| Objectives Review | 350 | ||
| Key Terms | 351 | ||
| Discussion and Critical Thinking | 351 | ||
| Discussion Questions | 351 | ||
| Critical thinking exercises | 352 | ||
| Applications and Cases | 352 | ||
| Online, Mobile, and Social Media Marketing: Krazy Coupon Lady | 352 | ||
| Marketing Ethics: Less Bang for Your Buck | 352 | ||
| Marketing by the Numbers: Louis Vuitton Price Increase | 352 | ||
| Video Case: Hammerpress | 353 | ||
| Company Case: Lululemon: Indulging Customers at a Premium Price | 353 | ||
| Chapter 12 Marketing Channels:Delivering Customer Value | 356 | ||
| Supply Chains and the Value Delivery Network | 358 | ||
| The Nature and Importance of Marketing Channels | 359 | ||
| Channel Behavior and Organization | 362 | ||
| Channel Behavior | 362 | ||
| Vertical Marketing Systems | 363 | ||
| Horizontal Marketing Systems | 365 | ||
| Multichannel Distribution Systems | 365 | ||
| Changing Channel Organization | 366 | ||
| Channel Design Decisions | 368 | ||
| Analyzing Consumer Needs | 369 | ||
| Setting Channel Objectives | 369 | ||
| Identifying Major Alternatives | 370 | ||
| Evaluating the Major Alternatives | 371 | ||
| Designing International Distribution Channels | 371 | ||
| Channel Management Decisions | 372 | ||
| Selecting Channel Members | 372 | ||
| Managing and Motivating Channel Members | 373 | ||
| Evaluating Channel Members | 375 | ||
| Public Policy and Distribution Decisions | 375 | ||
| Marketing Logistics and Supply Chain Management | 376 | ||
| Nature and Importance of Marketing Logistics | 376 | ||
| Sustainable Supply Chains | 377 | ||
| Goals of the Logistics System | 378 | ||
| Major Logistics Functions | 378 | ||
| Integrated Logistics Management | 381 | ||
| Reviewing and Extending the Concepts | 383 | ||
| Objectives Review and Key Terms | 383 | ||
| Objectives Review | 383 | ||
| Key Terms | 384 | ||
| Discussion and Critical Thinking | 385 | ||
| Discussion Questions | 385 | ||
| Critical thinking exercises | 385 | ||
| Applications and Cases | 385 | ||
| Online, Mobile, and Social Media Marketing: Fabletics Changing Channels | 385 | ||
| Marketing Ethics: Ethical Sourcing | 386 | ||
| Marketing by the Numbers: Tyson Expanding Distribution | 386 | ||
| Video Case: Progressive | 386 | ||
| Company Case: Apple Pay: Taking Mobile Payments Mainstream | 387 | ||
| Chapter 13 Retailing and Wholesaling | 390 | ||
| Retailing | 392 | ||
| Retailing: Connecting Brands with Consumers | 392 | ||
| Types of Retailers | 393 | ||
| Retailer Marketing Decisions | 400 | ||
| Segmentation, Targeting, Differentiation, and Positioning Decisions | 400 | ||
| Product Assortment and Services Decision | 401 | ||
| Price Decision | 403 | ||
| Promotion Decision | 403 | ||
| Place Decision | 404 | ||
| Retailing Trends and Developments | 405 | ||
| Tighter Consumer Spending | 405 | ||
| New Retail Forms, Shortening Retail Life Cycles, and Retail Convergence | 406 | ||
| The Rise of Megaretailers | 406 | ||
| Growth of Direct, Online, Mobile, and Social Media Retailing | 407 | ||
| The Need for Omni-Channel Retailing | 407 | ||
| Growing Importance of Retail Technology | 409 | ||
| Green Retailing | 410 | ||
| Global Expansion of Major Retailers | 411 | ||
| Wholesaling | 411 | ||
| Types of Wholesalers | 412 | ||
| Trends in Wholesaling | 416 | ||
| Reviewing and Extending the Concepts | 417 | ||
| Objectives Review and Key Terms | 417 | ||
| Objectives Review | 417 | ||
| Key Terms | 418 | ||
| Discussion and Critical Thinking | 418 | ||
| Discussion Questions | 418 | ||
| Critical thinking Exercises | 418 | ||
| Applications and Cases | 418 | ||
| Online, Mobile, and Social Media Marketing: Skipping the Checkout Line | 418 | ||
| Marketing Ethics: Footloose and Tax Free | 419 | ||
| Marketing by the Numbers:Inventory Management | 419 | ||
| Video Case: Kmart | 419 | ||
| Company Case: Bass Pro Shops: Creating Nature’s Theme Park for People\rWho Hate to Shop | 420 | ||
| Chapter 14 Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy | 422 | ||
| The Promotion Mix | 424 | ||
| Integrated Marketing Communications | 425 | ||
| The New Marketing Communications Model | 425 | ||
| The Need for Integrated Marketing Communications | 427 | ||
| Developing Effective Marketing Communication | 430 | ||
| A View of the Communication Process | 430 | ||
| Steps in Developing Effective Marketing Communication | 432 | ||
| Setting the Total Promotion Budget and Mix | 437 | ||
| Setting the Total Promotion Budget | 437 | ||
| Shaping the Overall Promotion Mix | 439 | ||
| Integrating the Promotion Mix | 441 | ||
| Socially Responsible Marketing Communication | 441 | ||
| Reviewing and Extending the Concepts | 444 | ||
| Objectives Review and Key Terms | 444 | ||
| Objectives Review | 444 | ||
| Key Terms | 445 | ||
| Discussion and Critical Thinking | 446 | ||
| Discussion Questions | 446 | ||
| Critical Thinking exercises | 446 | ||
| Applications and Cases | 446 | ||
| Online, Mobile, and Social Media Marketing: Spot the Difference | 446 | ||
| Marketing Ethics: Western Stereotypes | 447 | ||
| Marketing by the Numbers: Advertising-to-Sales Ratios | 447 | ||
| Video Case: OXO | 447 | ||
| Company Case: Volvo Trucks: Integrated Marketing Communications of Epic Proportions | 447 | ||
| Chapter 15 Advertising and Public Relations | 450 | ||
| Advertising | 452 | ||
| Major Advertising Decisions | 453 | ||
| Setting Advertising Objectives | 453 | ||
| Setting the Advertising Budget | 456 | ||
| Evaluating Advertising Effectiveness and the Return on Advertising Investment | 468 | ||
| Other Advertising Considerations | 468 | ||
| Public Relations | 470 | ||
| The Role and Impact of PR | 471 | ||
| Major Public Relations Tools | 472 | ||
| Reviewing and Extending the Concepts | 473 | ||
| Objectives Review and Key Terms | 473 | ||
| Objectives Review | 473 | ||
| Key Terms | 473 | ||
| Discussion and Critical Thinking | 474 | ||
| Discussion Questions | 474 | ||
| Critical Thinking Exercises | 474 | ||
| Applications and Cases | 474 | ||
| Online, Mobile, and Social Media Marketing: Facebook Audience Network | 474 | ||
| Marketing Ethics: Lie To Me | 474 | ||
| Marketing by the Numbers: Dubai City Guide | 475 | ||
| Video Case: Kmart | 475 | ||
| Company Case: Allstate: Bringing Mayhem to the Auto Insurance Advertising Wars | 475 | ||
| Chapter 16 Personal Selling and Sales Promotion | 478 | ||
| Personal Selling | 480 | ||
| The Nature of Personal Selling | 480 | ||
| The Role of the Sales Force | 481 | ||
| Managing the Sales Force | 482 | ||
| Designing the Sales Force Strategy and Structure | 482 | ||
| Recruiting and Selecting Salespeople | 485 | ||
| Training Salespeople | 486 | ||
| Compensating Salespeople | 487 | ||
| Supervising and Motivating Salespeople | 488 | ||
| Evaluating Salespeople and Sales Force Performance | 489 | ||
| Social Selling: Online, Mobile, and Social Media Tools | 490 | ||
| The Personal Selling Process | 493 | ||
| Steps in the Selling Process | 493 | ||
| Personal Selling and Managing Customer Relationships | 495 | ||
| Sales Promotion | 496 | ||
| The Rapid Growth of Sales Promotion | 496 | ||
| Sales Promotion Objectives | 497 | ||
| Major Sales Promotion Tools | 498 | ||
| Developing the Sales Promotion Program | 502 | ||
| Reviewing and Extending the Concepts | 503 | ||
| Objectives Review and Key Terms | 503 | ||
| Objectives Review | 503 | ||
| Key Terms | 504 | ||
| Discussion and Critical Thinking | 505 | ||
| Discussion Questions | 505 | ||
| Critical Thinking Exercises | 505 | ||
| Applications and Cases | 505 | ||
| Online, Mobile, and Social Media Marketing: Snap It and Redeem It! | 505 | ||
| Marketing Ethics: Walking the Customer | 506 | ||
| Marketing by the Numbers: Sales Force Analysis | 506 | ||
| Video Case: First Flavor | 506 | ||
| Company Case: SunGard: Building Sustained Growth by Selling the SunGard Way | 506 | ||
| 17 Direct, Online, Social Media,and Mobile Marketing | 510 | ||
| Direct and Digital Marketing | 512 | ||
| The New Direct Marketing Model | 512 | ||
| Rapid Growth of Direct and Digital Marketing | 513 | ||
| Benefits of Direct and Digital Marketing to Buyers and Sellers | 514 | ||
| Forms of Direct and Digital Marketing | 514 | ||
| Marketing, the Internet, and the Digital Age | 515 | ||
| Online Marketing | 516 | ||
| Social Media and Mobile Marketing | 521 | ||
| Social Media Marketing | 521 | ||
| Mobile Marketing | 525 | ||
| Traditional Direct Marketing Forms | 528 | ||
| Direct-Mail Marketing | 528 | ||
| Catalog Marketing | 529 | ||
| Telemarketing | 529 | ||
| Direct-Response Television Marketing | 530 | ||
| Kiosk Marketing | 531 | ||
| Public Policy Issues in Direct and Digital Marketing | 531 | ||
| Reviewing and Extending the Concepts | 534 | ||
| Objectives Review and Key Terms | 534 | ||
| Objectives Review | 534 | ||
| Key Terms | 536 | ||
| Discussion and Critical Thinking | 536 | ||
| Discussion Questions | 536 | ||
| Critical thinking exercises | 536 | ||
| Applications and Cases | 536 | ||
| Online, Mobile, and Social Media Marketing: On the Move | 536 | ||
| Marketing Ethics: | 537 | ||
| Marketing by the Numbers: Field Sales versus Telemarketing | 537 | ||
| Video Case: Nutrisystem | 537 | ||
| Company Case: Alibaba: The World’s Largest E-tailer Is Not Amazon | 538 | ||
| PART 4: Extending Marketing | 540 | ||
| Chapter 18 Creating Competitive Advantage | 540 | ||
| Competitor Analysis | 542 | ||
| Identifying Competitors | 542 | ||
| Assessing Competitors | 545 | ||
| Selecting Competitors to Attack and Avoid | 547 | ||
| Designing a Competitive Intelligence System | 549 | ||
| Competitive Strategies | 549 | ||
| Approaches to Marketing Strategy | 549 | ||
| Basic Competitive Strategies | 550 | ||
| Competitive Positions | 553 | ||
| Market Leader Strategies | 554 | ||
| Market Challenger Strategies | 557 | ||
| Market Follower Strategies | 558 | ||
| Market Nicher Strategies | 558 | ||
| Balancing Customer and Competitor Orientations | 559 | ||
| Reviewing and Extending the Concepts | 560 | ||
| Objectives Review and Key Terms | 560 | ||
| Objectives Review | 560 | ||
| Key Terms | 561 | ||
| Discussion and Critical Thinking | 561 | ||
| Discussion Questions | 561 | ||
| Critical Thinking Exercises | 562 | ||
| Applications and Cases | 562 | ||
| Online, Mobile, and Social Media Marketing: I’ll Eat My Hat | 562 | ||
| Marketing Ethics: Creating Competitive Advantage . . . to What End? | 562 | ||
| Marketing by the Numbers: Market Share | 562 | ||
| Video Case: Umpqua Bank | 563 | ||
| Company Case: YouTube: Google’s Quest for Video Dominance | 563 | ||
| Chapter 19 The Global Marketplace | 566 | ||
| Global Marketing Today | 568 | ||
| Elements of the Global Marketing Environment | 570 | ||
| Deciding Whether to Go Global | 578 | ||
| Deciding Which Markets to Enter | 578 | ||
| Deciding How to Enter the Market | 580 | ||
| Exporting | 580 | ||
| Joint Venturing | 581 | ||
| Direct Investment | 582 | ||
| Deciding on the Global Marketing Program | 583 | ||
| Product | 585 | ||
| Promotion | 586 | ||
| Price | 588 | ||
| Distribution Channels | 589 | ||
| Deciding on the Global Marketing Organization | 590 | ||
| Reviewing and Extending the Concepts | 591 | ||
| Objectives Review and Key Terms | 591 | ||
| Objectives Review | 591 | ||
| Key Terms | 591 | ||
| Discussion and Critical Thinking | 592 | ||
| Discussion Questions | 592 | ||
| Critical Thinking Exercises | 592 | ||
| Applications and Cases | 592 | ||
| Online, Mobile, and Social Media Marketing: China’s Great Firewall | 592 | ||
| Marketing Ethics: Cleaning Up the Chinese Pharmaceutical Market | 593 | ||
| Marketing by the Numbers: Attracting Alternative Markets | 593 | ||
| Video Case: Monster | 593 | ||
| Company Case: L’Oréal: The United Nations of Beauty | 593 | ||
| Chapter 20 Sustainable Marketing: Social Responsibility and Ethics | 596 | ||
| Sustainable Marketing | 598 | ||
| Social Criticisms of Marketing | 600 | ||
| Marketing’s Impact on Individual Consumers | 600 | ||
| Marketing’s Impact on Society as a Whole | 604 | ||
| Marketing’s Impact on Other Businesses | 606 | ||
| Consumer Actions to Promote Sustainable Marketing | 607 | ||
| Consumerism | 607 | ||
| Environmentalism | 608 | ||
| Public Actions to Regulate Marketing | 612 | ||
| Business Actions Toward Sustainable Marketing | 613 | ||
| Sustainable Marketing Principles | 613 | ||
| Marketing Ethics and the Sustainable Company | 617 | ||
| Marketing Ethics | 617 | ||
| The Sustainable Company | 620 | ||
| Reviewing and Extending the Concepts | 620 | ||
| Objectives Review and Key Terms | 620 | ||
| Objectives Review | 620 | ||
| Key Terms | 621 | ||
| Discussion and Critical Thinking | 621 | ||
| Discussion Questions | 621 | ||
| Critical Thinking Exercises | 622 | ||
| Applications and Cases | 622 | ||
| Online, Mobile, and Social Media Marketing: Teens and Social Media | 622 | ||
| Marketing Ethics: Milking the International Market | 622 | ||
| Marketing by the Numbers: The Cost of Sustainability | 622 | ||
| Video Case: Honest Tea | 623 | ||
| Company Case: adidas: Athletic Apparel with Purpose | 623 | ||
| Appendix 1: Marketing Plan | 627 | ||
| Appendix 2: Marketing by the Numbers | 637 | ||
| Appendix 3: Careers in Marketing | 655 | ||
| Glossary | 667 | ||
| References | 675 | ||
| Index | 705 |