BOOK
Marketing Management, An Asian Perspective
Philip Kotler | Kevin Lane Keller | Swee-Hoon Ang | Chin-Tiong Tan | Siew Meng Leong
(2017)
Additional Information
Book Details
Abstract
For undergraduate and graduate courses in marketing management.
The gold standard for today’s marketing management student.
Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.
The world of marketing is changing everyday–and in order for students to have a competitive edge, they need a textbook that reflects the best of today’s marketing theory and practices. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice.
The Fifteenth edition is fully integrated with MyMarketingLab and is updated where appropriate to provide the most comprehensive, current, and engaging marketing management text as possible.
MyMarketingLab™ not included. Students, if MyMarketingLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyMarketingLab should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information.
MyMarketingLab is an online homework, tutorial, and assessment product designed to personalize learning and improve results. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Front Cover | Front Cover | ||
| Title Page | i | ||
| Copyright Page | ii | ||
| About the Authors | iii | ||
| Brief Contents | v | ||
| Contents | vi | ||
| About this Book | xvii | ||
| Preface | xxi | ||
| Acknowledgements | xxv | ||
| Part 1 Understanding Marketing Management | 2 | ||
| Chapter 1 Defining Marketing for the New Realities | 3 | ||
| 1.1 The Importance of Marketing | 4 | ||
| 1.2 The Scope of Marketing | 4 | ||
| 1.2.1 What is Marketing? | 4 | ||
| 1.2.2 What is Marketed? | 5 | ||
| 1.2.3 Who Markets? | 8 | ||
| 1.3 Core Marketing Concepts | 10 | ||
| 1.3.1 Needs, Wants, and Demands | 10 | ||
| 1.3.2 Target Markets, Positioning, and Segmentation | 11 | ||
| 1.3.3 Offerings and Brands | 11 | ||
| 1.3.4 Value and Satisfaction | 12 | ||
| 1.3.5 Marketing Channels | 12 | ||
| 1.3.6 Supply Chain | 12 | ||
| 1.3.7 Competition | 12 | ||
| 1.3.8 Marketing Environment | 13 | ||
| 1.4 The New Marketing Realities | 13 | ||
| 1.4.1 Major Societal Forces | 13 | ||
| 1.4.2 New Company Capabilities | 15 | ||
| 1.4.3 Marketing in Practice | 15 | ||
| Marketing Memo: Reinventing Marketing At Coca-Cola | 16 | ||
| 1.5 Company Orientation Toward the Marketplace | 17 | ||
| 1.5.1 The Production Concept | 17 | ||
| 1.5.2 The Product Concept | 17 | ||
| 1.5.3 The Selling Concept | 17 | ||
| 1.5.4 The Marketing Concept | 17 | ||
| 1.5.5 The Holistic Marketing Concept | 18 | ||
| 1.6 Updating the Four P’s | 22 | ||
| Marketing Insight: Understanding The 4 A’s of\rMarketing | 23 | ||
| 1.7 Marketing Management Tasks | 24 | ||
| 1.7.1 Developing Marketing Strategies and Plans | 24 | ||
| Marketing Memo: Marketers’ Frequently Asked Questions | 25 | ||
| 1.7.2 Capturing Marketing Insights and Performance | 25 | ||
| 1.7.3 Connecting with Customers | 25 | ||
| 1.7.4 Building Strong Brands | 25 | ||
| 1.7.5 Shaping the Market Offerings | 26 | ||
| 1.7.6 Delivering Value | 26 | ||
| 1.7.7 Communicating Value | 26 | ||
| 1.7.8 Creating Successful Long-Term Growth | 26 | ||
| Summary | 27 | ||
| Applications | 29 | ||
| Marketing Lesson: Modern Creation München (MCM) | 30 | ||
| Marketing Lesson:Google | 33 | ||
| Chapter 2 Developing Marketing Strategies and Plans | 37 | ||
| 2.1 Marketing and Customer Value | 38 | ||
| 2.1.1 The Value Delivery Process | 38 | ||
| 2.1.2 The Value Chain | 38 | ||
| Marketing Insight: The Value of WhatsApp to Facebook | 39 | ||
| 2.1.3 Core Competencies | 40 | ||
| 2.1.4 The Central Role of Strategic Planning | 41 | ||
| Marketing Memo: What Does it Take to Be a\rSuccessful CMO? | 41 | ||
| 2.2 Corporate and Division Strategic Planning | 42 | ||
| 2.2.1 Defining the Corporate Mission | 42 | ||
| 2.2.2 Establishing Strategic Business Units (SBUs) | 44 | ||
| 2.2.3 Assigning Resources to Each SBU | 45 | ||
| 2.2.4 Assessing Growth Opportunities | 46 | ||
| 2.2.5 Organization and Organizational Culture | 48 | ||
| 2.2.6 Marketing Innovation | 50 | ||
| Marketing Insight: Creating Innovative Marketing | 51 | ||
| 2.3 Business Unit Strategic Planning | 52 | ||
| 2.3.1 The Business Mission | 52 | ||
| 2.3.2 SWOT Analysis | 52 | ||
| Marketing Memo: Checklist for Performing Strengths/Weaknesses Analysis | 54 | ||
| 2.3.3 Goal Formulation | 55 | ||
| 2.3.4 Strategic Formulation | 56 | ||
| 2.3.5 Program Formulation and Implementation | 57 | ||
| 2.3.6 Feedback and Control | 58 | ||
| 2.4 Product Planning: The Nature and Contents of a Marketing Plan | 58 | ||
| Marketing Memo: Marketing Plan Criteria | 59 | ||
| 2.4.1 The Role of Research | 60 | ||
| 2.4.2 The Role of Relationships | 60 | ||
| 2.4.3 From Marketing Plan to Marketing Action | 60 | ||
| Summary | 61 | ||
| Applications | 63 | ||
| Marketing Lesson: TWG Tea | 64 | ||
| Marketing Lesson: Yum! Brands | 66 | ||
| Sample Marketing Plan: Pegasus Sports International | 69 | ||
| Part 2 Capturing Marketing Insights | 74 | ||
| Chapter 3 Gathering Information and Forecasting Demand | 75 | ||
| 3.1 Components of a Modern Marketing Information System | 76 | ||
| 3.2 Internal Records and Marketing Intelligence | 77 | ||
| 3.2.1 The Order-to-Payment Cycle | 77 | ||
| 3.2.2 Sales Information Systems | 77 | ||
| 3.2.3 Databases, Data Warehousing, and Data Mining | 77 | ||
| Marketing Insight: Making Big Data Work for You | 78 | ||
| 3.2.4 The Marketing Intelligence System | 78 | ||
| 3.2.5 Collecting Marketing Intelligence on the Internet | 79 | ||
| 3.2.6 Communicating and Acting on Marketing Intelligence | 80 | ||
| 3.3 Analyzing the Macroenvironment | 80 | ||
| 3.3.1 Needs and Trends | 80 | ||
| Marketing Insight: Ten Forces Forging China’s\rFuture | 81 | ||
| 3.3.2 Identifying the Major Forces | 82 | ||
| 3.3.3 The Demographic Environment | 82 | ||
| Marketing Insight: Finding Gold at the bottom of the Pyramid | 84 | ||
| 3.3.4 Economic Environment | 87 | ||
| 3.3.5 Social-Cultural Environment | 90 | ||
| 3.3.6 Natural Environment | 92 | ||
| Marketing Insight: The Green Marketing Revolution | 93 | ||
| 3.3.7 Technological Environment | 94 | ||
| 3.3.8 Political-Legal Environment | 95 | ||
| 3.4 Forecasting and Demand Measurement | 97 | ||
| 3.4.1 The Measures of Market Demand | 97 | ||
| 3.4.2 A Vocabulary for Demand Measurement | 98 | ||
| 3.4.3 Estimating Current Demand | 100 | ||
| 3.4.4 Estimating Future Demand | 102 | ||
| Summary | 104 | ||
| Applications | 106 | ||
| Marketing Lesson: Microsoft | 107 | ||
| Marketing Lesson: Uber | 109 | ||
| Chapter 4 Conducting Marketing Research | 113 | ||
| 4.1 The Marketing Research System | 114 | ||
| 4.2 The Marketing Research Process | 115 | ||
| 4.2.1 Step 1: Define the Problem, the Decision Alternatives, and the Research Objectives | 115 | ||
| 4.2.2 Step 2: Develop the Research Plan | 116 | ||
| Marketing Memo: Conducting Informative Focus Groups | 117 | ||
| Marketing Memo: Questionnaire Do’s and Don’ts | 120 | ||
| Marketing Insight: Getting into Consumers’ Heads With Qualitative Research | 121 | ||
| Marketing Insight: Understanding Brain Science | 122 | ||
| 4.2.3 Step 3: Collect the Information | 125 | ||
| 4.2.4 Step 4: Analyze the Information | 125 | ||
| 4.2.5 Step 5: Present the Findings | 125 | ||
| 4.2.6 Step 6: Make the Decision | 125 | ||
| 4.3 Marketing Research in Asia | 126 | ||
| 4.4 Measuring Marketing Productivity | 128 | ||
| 4.4.1 Marketing Metrics | 128 | ||
| 4.4.2 Marketing-Mix Modeling | 129 | ||
| 4.4.3 Marketing Dashboards | 129 | ||
| Marketing Insight: Marketing Dashboards to Improve\rEffectiveness and Efficiency | 130 | ||
| Summary | 132 | ||
| Applications | 133 | ||
| Marketing Lesson: Nestlé Malaysia: Lactogen 4 | 135 | ||
| Marketing Lesson: Procter & Gamble | 139 | ||
| Part 3 Connecting with Customers | 142 | ||
| Chapter 5 Creating Customer Value, Satisfaction, and Loyalty | 143 | ||
| 5.1 Building Customer Value, Satisfaction, and Loyalty | 144 | ||
| 5.1.1 Customer Perceived Value | 144 | ||
| 5.1.2 Total Customer Satisfaction | 149 | ||
| 5.1.3 Monitoring Satisfaction | 149 | ||
| 5.1.4 Product and Service Quality | 150 | ||
| 5.2 Maximizing Customer Lifetime Value | 152 | ||
| 5.2.1 Customer Profitability | 152 | ||
| 5.2.2 Measuring Customer Lifetime Value | 153 | ||
| 5.2.3 Attracting and Retaining Customers | 153 | ||
| Marketing Memo: Calculating Customer Lifetime\rValue | 154 | ||
| Marketing Insight: Seven Lessons from Samsung’s Note 7 Crisis | 155 | ||
| 5.2.4 Building Loyalty | 158 | ||
| 5.2.5 Win-Backs | 160 | ||
| 5.3 Cultivating Customer Relationships | 160 | ||
| 5.3.1 Customer Relationship Management (CRM) | 160 | ||
| Marketing Insight: The Behavioral Targeting Controversy | 161 | ||
| Summary | 164 | ||
| Applications | 166 | ||
| Marketing Lesson: Food Scandals In Taiwan: The Case of Tin Hsin International Group | 167 | ||
| Marketing Lesson: Tesco | 170 | ||
| Chapter 6 Analyzing Consumer Markets | 173 | ||
| 6.1 What Influences Consumer Behavior? | 174 | ||
| 6.1.1 Cultural Factors | 174 | ||
| 6.1.2 Social Factors | 175 | ||
| Marketing Insight: Face-Saving and the Chinese Consumer | 177 | ||
| 6.1.3 Personal Factors | 178 | ||
| 6.2 Key Psychological Processes | 181 | ||
| 6.2.1 Motivation: Freud, Maslow, Herzberg | 181 | ||
| 6.2.2 Perception | 183 | ||
| Marketing Memo: The Power of Sensory Marketing | 183 | ||
| 6.2.3 Learning | 186 | ||
| 6.2.4 Emotions | 187 | ||
| 6.2.5 Memory | 188 | ||
| 6.3 The Buying Decision Process: The Five-Stage Model | 190 | ||
| 6.3.1 Problem Recognition | 190 | ||
| 6.3.2 Information Search | 190 | ||
| 6.3.3 Evaluation of Alternatives | 191 | ||
| 6.3.4 Purchase Decisions | 194 | ||
| 6.3.5 Postpurchase Behavior | 195 | ||
| 6.3.6 Moderating Effects on Consumer Decision Making | 197 | ||
| 6.4 Behavioral Decision Theory and Behavioral Economics | 198 | ||
| 6.4.1 Decision Heuristics | 198 | ||
| 6.4.2 Framing | 199 | ||
| 6.4.3 Mental Accounting | 200 | ||
| Summary | 201 | ||
| Applications | 205 | ||
| Marketing Lesson: Hello Kitty | 206 | ||
| Marketing Lesson: Gold Misses | 209 | ||
| Chapter 7 Analyzing Business Markets | 215 | ||
| 7.1 What is Organizational Buying? | 216 | ||
| 7.1.1 The Business Market versus the Consumer Market | 216 | ||
| 7.1.2 Buying Situations | 217 | ||
| 7.2 Participants in the Business Buying Process | 218 | ||
| 7.2.1 The Buying Center | 218 | ||
| 7.2.2 Buying Center Influences | 219 | ||
| 7.2.3 Targeting Firms and Buying Centers | 219 | ||
| 7.3 The Purchasing/Procurement Process | 220 | ||
| 7.4 Stages in the Buying Process | 221 | ||
| 7.4.1 Problem Recognition | 221 | ||
| 7.4.2 General Need Description and Product Specification | 222 | ||
| 7.4.3 Supplier Search | 222 | ||
| Marketing Insight: The Asian B2B Environment | 223 | ||
| 7.4.4 Proposal Solicitation | 224 | ||
| 7.4.5 Supplier Selection | 224 | ||
| Marketing Memo: Developing Compelling Customer\rValue Propositions | 225 | ||
| 7.4.6 Order-Routine Specification | 226 | ||
| 7.4.7 Performance Review | 227 | ||
| 7.5 Developing Effective Business-to-Business Marketing Programs | 227 | ||
| 7.5.1 Communication and Branding Activities | 227 | ||
| 7.5.2 Systems Buying and Selling | 228 | ||
| Marketing Memo: Spreading the Word With Customer Reference Programs | 229 | ||
| 7.5.3 Role of Services | 229 | ||
| 7.6 Managing Business-to-Business Customer Relationships | 230 | ||
| Marketing Insight: Rules of Social and Business\rEtiquette | 230 | ||
| 7.6.1 The Benefits of Vertical Coordination | 231 | ||
| Marketing Insight: Establishing Corporate Trust,\rCredibility, and Reputation | 232 | ||
| 7.6.2 Business Relationships: Risks and Opportunism | 233 | ||
| 7.7 Relationship Marketing in the Keiretsu and Chaebol | 234 | ||
| 7.8 Institutional and Government Markets | 234 | ||
| Summary | 237 | ||
| Applications | 239 | ||
| Marketing Lesson: Tagit | 240 | ||
| Marketing Lesson: Accenture | 244 | ||
| Chapter 8 Identifying Market Segments and Targets | 247 | ||
| 8.1 Bases for Segmenting Consumer Markets | 248 | ||
| 8.1.1 Geographic Segmentation | 249 | ||
| 8.1.2 Demographic Segmentation | 250 | ||
| 8.1.3 Psychographic Segmentation | 253 | ||
| 8.1.4 Behavioral Segmentation | 255 | ||
| 8.2 Bases for Segmenting Business Markets | 258 | ||
| 8.3 Market Targeting | 259 | ||
| 8.3.1 Effective Segmentation Criteria | 260 | ||
| 8.3.2 Evaluating and Selecting the Market Segments | 261 | ||
| Marketing Insight: Segmentation Strategy for China | 263 | ||
| Marketing Insight: Chasing the Long Tail | 265 | ||
| Summary | 267 | ||
| Applications | 269 | ||
| Marketing Lesson: PT Heinz ABC | 270 | ||
| Marketing Lesson: Fulla Dolls: The Alternative Barbie | 272 | ||
| Part 4 Building Strong Brands | 274 | ||
| Chapter 9 Creating Brand Equity | 275 | ||
| 9.1 How Does Branding Work? | 276 | ||
| 9.1.1 The Role of Brands | 276 | ||
| 9.1.2 The Scope of Branding | 278 | ||
| 9.2 Defining Brand Equity | 278 | ||
| 9.2.1 Brand Equity Models | 281 | ||
| 9.3 Building Brand Equity | 284 | ||
| 9.3.1 Choosing Brand Elements | 285 | ||
| Marketing Insight: Driving Deeper Brand Connection in China | 289 | ||
| 9.3.2 Designing Holistic Marketing Activities | 290 | ||
| 9.3.3 Brand Communities | 291 | ||
| 9.3.4 Leveraging Secondary Association | 292 | ||
| 9.4 Measuring Brand Equity | 294 | ||
| Marketing Insight: The Brand Value Chain | 294 | ||
| Marketing Insight: What is a Brand Worth? | 296 | ||
| 9.5 Managing Brand Equity | 296 | ||
| 9.5.1 Brand Reinforcement | 296 | ||
| 9.5.2 Brand Revitalization | 297 | ||
| 9.6 Devising a Branding Strategy | 298 | ||
| 9.6.1 Branding Decisions | 299 | ||
| 9.6.2 Brand Portfolios | 300 | ||
| 9.6.3 Brand Extensions | 302 | ||
| 9.7 Customer Equity | 305 | ||
| Marketing Memo: 21st Century Branding | 306 | ||
| Summary | 307 | ||
| Applications | 310 | ||
| Marketing Lesson: Malaysian Airlines | 311 | ||
| Marketing Lesson: McDonald’s | 314 | ||
| Chapter 10 Crafting the Brand Positioning | 317 | ||
| 10.1 Developing and Communicating a Positioning Strategy | 318 | ||
| 10.1.1 Understanding Positioning and Value Propositions | 318 | ||
| 10.2 Determining a Competitive Frame of Reference | 319 | ||
| 10.2.1 Identifying Competitors | 319 | ||
| 10.2.2 Analyzing Competitors | 320 | ||
| 10.2.3 Identifying Optimal Points-of-Parity and Points-of Difference | 320 | ||
| 10.2.4 Choosing Specific POPs and PODs | 324 | ||
| 10.3 Brand Mantras | 326 | ||
| 10.3.1 Role of Brand Mantras | 326 | ||
| 10.3.2 Designing a Brand Mantra | 327 | ||
| 10.4 Establishing Brand Positioning | 328 | ||
| 10.4.1 Communicating Category Membership | 328 | ||
| Marketing Memo: Constructing a Brand Positioning\rBull’s-eye | 329 | ||
| 10.4.2 Communicating POPs and PODs | 330 | ||
| 10.4.3 Monitoring Competition | 330 | ||
| 10.5 Alternative Approaches to Positioning | 331 | ||
| 10.5.1 Brand Narratives and Storytelling | 331 | ||
| 10.5.2 Cultural Branding | 332 | ||
| 10.6 Positioning and Branding a Small Business | 332 | ||
| Summary | 334 | ||
| Applications | 335 | ||
| Marketing Lesson: Under Armour | 337 | ||
| Marketing Lesson: Nike China | 339 | ||
| Chapter 11 Competitive Dynamics | 345 | ||
| 11.1 Competitive Strategies for Market Leaders | 346 | ||
| Marketing Insight: Pokémon Go: A Game-Changer for\rNintendo? | 346 | ||
| 11.1.1 Expanding Total Market Demand | 347 | ||
| 11.1.2 Protecting Market Share | 349 | ||
| Marketing Insight: Sun Tzu Bing Fa: Modern Strategy Insights from Ancient China | 350 | ||
| 11.1.3 Increasing Market Share | 354 | ||
| 11.2 Other Competitive Strategies | 355 | ||
| 11.2.1 Market-Challenger Strategies | 356 | ||
| 11.2.2 Market-Follower Strategies | 358 | ||
| Marketing Insight: Counteracting Counterfeiting | 359 | ||
| 11.2.3 Market-Nicher Strategies | 360 | ||
| Marketing Memo: Niche Specialist Roles | 361 | ||
| 11.3 Product Life-Cycle Marketing Strategies | 361 | ||
| 11.3.1 Product Life Cycles (PLC) | 362 | ||
| 11.3.2 Style, Fashion, and Fad Life Cycles | 362 | ||
| 11.3.3 Marketing Strategies: Introduction Stage and the Pioneer Advantage | 363 | ||
| Marketing Insight: Understanding Double Jeopardy | 364 | ||
| 11.3.4 Marketing Strategies: Growth Stage | 366 | ||
| 11.3.5 Marketing Strategies: Maturity Stage | 367 | ||
| 11.3.6 Marketing Strategies: Decline Stage | 369 | ||
| 11.3.7 Evidence for the Product Life-Cycle Concept | 370 | ||
| 11.3.8 Critique of the Product Life-Cycle Concept | 371 | ||
| 11.3.9 Market Evolution | 371 | ||
| 11.4 Marketing in a Slow-Growth Economy | 372 | ||
| 11.4.1 Explore the Upside of Increasing Investment | 372 | ||
| 11.4.2 Get Closer to Customers | 372 | ||
| 11.4.3 Review Budget Allocations | 372 | ||
| 11.4.4 Put Forth the Most Compelling Value Proposition | 373 | ||
| 11.4.5 Fine-tune Brand and Product Offerings | 373 | ||
| Summary | 374 | ||
| Applications | 377 | ||
| Marketing Lesson: Tata Salt (A) | 378 | ||
| Marketing Lesson: Tata Salt (B) | 382 | ||
| Part 5 Shaping the Market Offerings | 384 | ||
| Chapter 12 Setting Product Strategy | 385 | ||
| 12.1 Product Characteristics and Classifications | 386 | ||
| 12.1.1 Product Levels: The Customer-Value Hierarchy | 386 | ||
| 12.1.2 Product Classifications | 387 | ||
| 12.2 Differentiation | 389 | ||
| 12.2.1 Product Differentiation | 389 | ||
| 12.2.2 Services Differentiation | 391 | ||
| 12.3 Design | 393 | ||
| 12.4 Luxury Products | 394 | ||
| 12.4.1 Characterizing Luxury Brands | 394 | ||
| 12.4.2 Growing Luxury Brands | 395 | ||
| 12.4.3 Marketing Luxury Brands | 395 | ||
| 12.5 Environmental Issues | 397 | ||
| Marketing Memo: A Sip or A Gulp: Environmental\rConcerns in the Water Industry | 398 | ||
| 12.6 Product and Brand Relationships | 398 | ||
| 12.6.1 The Product Hierarchy | 398 | ||
| 12.6.2 Product Systems and Mixes | 399 | ||
| 12.6.3 Product-Line Analysis | 400 | ||
| 12.6.4 Product-Line Length | 401 | ||
| Marketing Insight: When Less Is More | 402 | ||
| 12.6.5 Product-Mix Pricing | 405 | ||
| Marketing Memo: Product-Bundle Pricing\rConsiderations | 407 | ||
| 12.6.6 Co-Branding and Ingredient Branding | 407 | ||
| 12.7 Packaging, Labeling, and Warranties and Guarantees | 409 | ||
| 12.7.1 Packaging | 409 | ||
| 12.7.2 Labeling | 412 | ||
| 12.7.3 Warranties and Guarantees | 412 | ||
| Summary | 412 | ||
| Applications | 416 | ||
| Marketing Lesson: Nintendo | 417 | ||
| Marketing Lesson: Toyota | 419 | ||
| Chapter 13 Designing and Managing Services | 423 | ||
| 13.1 The Nature of Services | 424 | ||
| 13.1.1 Service Industries are Everywhere | 424 | ||
| 13.1.2 Categories of Service Mix | 424 | ||
| 13.1.3 Distinctive Characteristics of Services | 426 | ||
| 13.2 The New Service Realities | 430 | ||
| 13.2.1 A Shifting Customer Relationship | 430 | ||
| Marketing Insight: The Japanese Philosophy of Service | 432 | ||
| 13.3 Achieving Excellence in Services Marketing | 433 | ||
| 13.3.1 Marketing Excellence | 433 | ||
| 13.3.2 Technology and Service Delivery | 434 | ||
| Marketing Insight: Tapping Technology for Service\rExcellence: Henn-na Hotel | 434 | ||
| 13.3.3 Service in Asia | 435 | ||
| 13.3.4 Best Practices of Top Service Companies | 436 | ||
| Marketing Memo: Service Excellence: Five Pointers\rfrom SIA | 436 | ||
| 13.3.5 Differentiating Services | 440 | ||
| 13.4 Managing Service Quality | 441 | ||
| Marketing Memo: Recommendations for Improving Service Quality | 443 | ||
| 13.4.1 Managing Customer Expectations | 443 | ||
| 13.4.2 Incorporating Self-Service Technologies (SSTs) | 446 | ||
| 13.5 Managing Product-Support Services | 446 | ||
| 13.5.1 Identifying and Satisfying Customer Needs | 447 | ||
| 13.5.2 Post-Sale Service Strategy | 447 | ||
| Summary | 449 | ||
| Applications | 451 | ||
| Marketing Lesson: Shangri-La Bosphorus Hotel | 452 | ||
| Marketing Lesson: Singapore Airlines | 456 | ||
| Chapter 14 Developing Pricing Strategies and Programs | 459 | ||
| 14.1 Understanding Pricing | 460 | ||
| 14.1.1 Pricing in a Digital World | 460 | ||
| Marketing Insight: Giving It All Away | 461 | ||
| 14.1.2 A Changing Pricing Environment | 461 | ||
| 14.1.3 How Companies Price | 462 | ||
| 14.1.4 Consumer Psychology and Pricing | 463 | ||
| 14.2 Setting the Price | 466 | ||
| 14.2.1 Step 1: Selecting the Pricing Objective | 466 | ||
| Marketing Insight: Trading Up, Down, and Over | 467 | ||
| 14.2.2 Step 2: Determining Demand | 469 | ||
| 14.2.3 Step 3: Estimating Costs | 472 | ||
| 14.2.4 Step 4: Analyzing Competitors’ Costs, Prices, and Offers | 475 | ||
| 14.2.5 Step 5: Selecting a Pricing Method | 476 | ||
| 14.2.6 Step 6: Selecting the Final Price | 480 | ||
| Marketing Insight: Stealth Price Increases | 481 | ||
| 14.3 Adapting the Price | 482 | ||
| 14.3.1 Geographical Pricing (Cash, Countertrade, Barter) | 482 | ||
| 14.3.2 Price Discounts and Allowances | 483 | ||
| 14.3.3 Promotional Pricing | 484 | ||
| 14.3.4 Differentiated Pricing | 484 | ||
| 14.4 Initiating and Responding to Price Changes | 485 | ||
| 14.4.1 Initiating Price Cuts | 485 | ||
| 14.4.2 Initiating Price Increases | 486 | ||
| 14.4.3 Responding to Competitors’ Price Changes | 487 | ||
| Summary | 489 | ||
| Applications | 492 | ||
| Marketing Lesson: Siam Park City | 493 | ||
| Marketing Lesson: eBay | 497 | ||
| Part 6 Delivering Value | 500 | ||
| Chapter 15 Designing and Managing Marketing Channels and Value Networks | 501 | ||
| 15.1 Marketing Channels and Value Networks | 502 | ||
| 15.1.1 The Importance of Channels | 502 | ||
| 15.1.2 Multichannel Marketing | 503 | ||
| 15.1.3 Integrating Multichannel Marketing Systems | 503 | ||
| 15.1.4 Value Networks | 504 | ||
| 15.1.5 The Digital Channels Revolution | 505 | ||
| 15.2 The Role of Marketing Channels | 505 | ||
| 15.2.1 Channel Functions and Flows | 505 | ||
| 15.2.2 Channel Levels | 507 | ||
| 15.2.3 Service Sector Channels | 509 | ||
| 15.3 Channel-Design Decisions | 509 | ||
| 15.3.1 Analyzing Customer Needs and Wants | 509 | ||
| Marketing Insight: Understanding the Showrooming\rPhenomena | 510 | ||
| 15.3.2 Establishing Objectives and Constraints | 511 | ||
| 15.3.3 Identifying Major Channel Alternatives | 513 | ||
| 15.3.4 Evaluating the Major Alternatives | 515 | ||
| 15.4 Channel-Management Decisions | 517 | ||
| 15.4.1 Selecting Channel Members | 517 | ||
| 15.4.2 Training and Motivating Channel Members | 517 | ||
| 15.4.3 Evaluating Channel Members | 520 | ||
| 15.4.4 Modifying Channel Design and Arrangements | 520 | ||
| 15.4.5 Global Channel Considerations | 521 | ||
| 15.5 Channel Integration and Systems | 521 | ||
| 15.5.1 Vertical Marketing Systems | 521 | ||
| 15.5.2 Horizontal Marketing Systems | 523 | ||
| 15.6 E-Commerce Marketing Practices | 523 | ||
| 15.6.1 Pure-Click Companies | 523 | ||
| 15.6.2 Brick-and-Click Companies | 526 | ||
| 15.7 M-Commerce Marketing Practices | 526 | ||
| 15.7.1 Changes in Customer and Company Behavior | 526 | ||
| 15.7.2 Marketing Practices | 526 | ||
| Marketing Memo: Lessons from South Korea’s Mobile- Retailers | 527 | ||
| 15.8 Conflict, Cooperation, and Competition | 528 | ||
| 15.8.1 Types of Conflict and Competition | 528 | ||
| 15.8.2 Causes of Channel Conflict | 528 | ||
| 15.8.3 Managing Channel Conflict | 529 | ||
| 15.8.4 Dilution and Cannibalization | 529 | ||
| 15.8.5 Legal and Ethical Issues in Channel Relations | 530 | ||
| Summary | 532 | ||
| Applications | 536 | ||
| Marketing Lesson: 7-E leven | 537 | ||
| Marketing Lesson: Taobao | 541 | ||
| Chapter 16 Managing Retailing, Wholesaling, and Logistics | 545 | ||
| 16.1 Retailing | 546 | ||
| 16.1.1 Types of Retailers | 546 | ||
| Marketing Insight: Enhancing Online Shopping in Asia | 548 | ||
| 16.1.2 The Modern Retail Marketing Environment | 549 | ||
| Marketing Insight: Franchise Fever in Asia | 550 | ||
| 16.1.3 Marketing Decisions | 553 | ||
| Marketing Insight: The Growth of Shopper Marketing | 554 | ||
| Marketing Memo: Helping Stores to Sell | 559 | ||
| Marketing Insight: Feng Shui and Its Application to Retailing and Marketing in the Far East | 561 | ||
| 16.2 Private Labels | 562 | ||
| 16.2.1 Role of Private Labels | 562 | ||
| 16.2.2 Private Label Success Factors | 563 | ||
| Marketing Insight: Manufacturer’s Response to the\rPrivate Label Threat | 564 | ||
| 16.3 Wholesaling | 564 | ||
| 16.3.1 Trends in Wholesaling | 565 | ||
| 16.4 Market Logistics | 565 | ||
| 16.4.1 Integrated Logistics Systems | 566 | ||
| 16.4.2 Market-logistics Objectives | 567 | ||
| 16.4.3 Market-logistics Decisions | 568 | ||
| Summary | 570 | ||
| Applications | 572 | ||
| Marketing Lesson: Shanghai Tang | 573 | ||
| Marketing Lesson: Amazon.com | 577 | ||
| Part 7 Communicating Value | 580 | ||
| Chapter 17 Designing and Managing Integrated Marketing Communications | 581 | ||
| 17.1 The Role of Marketing Communications | 582 | ||
| 17.1.1 The Changing Marketing Communications Environment | 582 | ||
| 17.1.2 Marketing Communications and Brand Equity | 582 | ||
| 17.1.3 The Communications Process Models | 585 | ||
| 17.2 Developing Effective Communications | 587 | ||
| 17.2.1 Identify the Target Audience | 587 | ||
| 17.2.2 Set the Communications Objectives | 588 | ||
| 17.2.3 Design the Communications | 588 | ||
| Marketing Insight: Celebrity Endorsements as a\rMessage Strategy | 591 | ||
| Marketing Insight: Collectivism, Consensus Appeals,\rand Credibility | 592 | ||
| 17.2.4 Select the Communications Channels | 592 | ||
| 17.2.5 Establish the Total Marketing Communications Budget | 594 | ||
| 17.3 Selecting the Marketing Communications Mix | 596 | ||
| Marketing Insight: Marketing Communications and\rthe Chinese Consumer | 597 | ||
| 17.3.1 Characteristics of the Marketing Communications Mix | 597 | ||
| 17.3.2 Factors in Setting the Marketing Communications Mix | 600 | ||
| 17.3.3 Measuring Communication Results | 601 | ||
| 17.4 Managing the Integrated Marketing Communications Process | 602 | ||
| 17.4.1 Coordinating Media | 602 | ||
| 17.4.2 Implementing IMC | 603 | ||
| Marketing Insight: How Integrated Is Your IMC\rProgram? | 603 | ||
| Summary | 604 | ||
| Applications | 607 | ||
| Marketing Lesson: Red Bull | 608 | ||
| Marketing Lesson: Target | 610 | ||
| Chapter 18 Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations | 613 | ||
| 18.1 Developing and Managing an Advertising Program | 614 | ||
| 18.1.1 Setting the Advertising Objectives | 614 | ||
| 18.1.2 Deciding on the Advertising Budget | 615 | ||
| 18.1.3 Developing the Advertising Campaign | 616 | ||
| Marketing Insight: Safi Rania Gold | 618 | ||
| Marketing Insight: Advertising Guidelines for Modern\rAsia | 619 | ||
| Marketing Memo: Print Ad Evaluation Criteria | 621 | ||
| 18.2 Choosing Media | 622 | ||
| 18.2.1 Reach, Frequency, and Impact | 622 | ||
| 18.2.2 Choosing Among Major Media Types | 623 | ||
| 18.2.3 Place Advertising Options | 624 | ||
| Marketing Insight: Playing Games with Brands | 626 | ||
| 18.2.4 Evaluating Advertising Effectiveness | 628 | ||
| 18.3 Sales Promotion | 630 | ||
| Marketing Insight: Alibaba’s Singles’ Day Phenomenon\rSets Sights on Going Global | 630 | ||
| 18.3.1 Concerns with Promotion | 631 | ||
| 18.3.2 Major Decisions | 632 | ||
| 18.4 Events and Experiences | 637 | ||
| Marketing Insight: Brands and Sport Sponsorship | 637 | ||
| 18.4.1 Events Objectives | 639 | ||
| 18.4.2 Major Sponsorship Decisions | 640 | ||
| Marketing Memo: Measuring High Performance Sponsorship Programs | 641 | ||
| 18.4.3 Creating Experiences | 642 | ||
| 18.5 Public Relations | 642 | ||
| 18.5.1 Marketing Public Relations | 643 | ||
| 18.5.2 Major Decisions in Marketing PR | 644 | ||
| Summary | 646 | ||
| Applications | 649 | ||
| Marketing Lesson: Gillette (A) | 650 | ||
| Marketing Lesson: Gillette (B) | 654 | ||
| Chapter 19 Managing Digital Communications: Online, Social Media, and Mobile | 657 | ||
| 19.1 Online Marketing | 658 | ||
| 19.1.1 Advantages and Disadvantages of Online Marketing Communications | 658 | ||
| Marketing Insight: Asia’s Technologically Savvy\rShoppers | 659 | ||
| 19.1.2 Online Marketing Communication Options | 659 | ||
| Marketing Memo: How to Maximize the Marketing\rValue of Emails | 662 | ||
| 19.2 Social Media | 663 | ||
| 19.2.1 Social Media Platforms | 663 | ||
| 19.2.2 Using Social Media | 664 | ||
| 19.3 Word of Mouth | 665 | ||
| 19.3.1 Forms of Word of Mouth | 665 | ||
| 19.3.2 Creating Word-of-Mouth Buzz | 665 | ||
| Marketing Memo: How To Start A Buzz Fire | 668 | ||
| 19.3.3 Measuring the Effects of Word of Mouth | 667 | ||
| Marketing Insight: Tracking Online Buzz | 668 | ||
| 19.4 Mobile Marketing | 668 | ||
| 19.4.1 The Scope of Mobile Marketing | 668 | ||
| 19.4.2 Developing Effective Mobile Marketing Programs | 669 | ||
| 19.4.3 Mobile Marketing Across Markets | 669 | ||
| Summary | 671 | ||
| Applications | 672 | ||
| Marketing Lesson: Facebook | 673 | ||
| Marketing Lesson: Unilever (Axe and Dove) | 675 | ||
| Chapter 20 Managing Personal Communications: Direct and Database Marketing and Personal Selling | 679 | ||
| 20.1 Direct Marketing | 680 | ||
| 20.1.1 The Benefits of Direct Marketing | 680 | ||
| 20.1.2 Direct Mail | 681 | ||
| 20.1.3 Catalog Marketing | 682 | ||
| 20.1.4 Telemarketing | 683 | ||
| 20.1.5 Public and Ethical Issues in Direct Marketing | 683 | ||
| 20.2 Customer Databases and Database Marketing | 684 | ||
| 20.2.1 Customer Databases | 684 | ||
| 20.2.2 Data Warehouses and Data Mining | 684 | ||
| 20.2.3 The Downside of Database Marketing | 686 | ||
| 20.3 Designing the Sales Force | 687 | ||
| 20.3.1 Sales Force Objectives and Strategy | 688 | ||
| 20.3.2 Sales Force Structure | 689 | ||
| Marketing Insight: Major Account Management | 690 | ||
| 20.3.3 Sales Force Size | 690 | ||
| 20.3.4 Sales Force Compensation | 691 | ||
| 20.4 Managing the Sales Force | 692 | ||
| 20.4.1 Recruiting and Selecting Representatives | 692 | ||
| 20.4.2 Training and Supervising Sales Representatives | 692 | ||
| 20.4.3 Sales Rep Productivity | 693 | ||
| 20.4.4 Motivating Sales Representatives | 694 | ||
| 20.4.5 Evaluating Sales Representatives | 695 | ||
| 20.5 Principles of Personal Selling | 697 | ||
| 20.5.1 The Six Steps | 698 | ||
| 20.5.2 Negotiation | 699 | ||
| 20.5.3 Relationship Marketing | 701 | ||
| Marketing Insight: Culture and Relationship Marketing | 702 | ||
| Summary | 705 | ||
| Applications | 708 | ||
| Marketing Lesson: Progressive | 709 | ||
| Marketing Lesson: Victoria’s Secret | 711 | ||
| Part 8 Creating Successful Long-Term Growth | 714 | ||
| Chapter 21 Introducing New Market Offerings | 715 | ||
| 21.1 New-Product Options | 716 | ||
| 21.1.1 Make or Buy | 716 | ||
| 21.1.2 Types of New Products | 716 | ||
| 21.2 Challenges in New-Product Development | 717 | ||
| 21.2.1 The Innovation Imperative | 717 | ||
| Marketing Insight: Lessons from Google in Creating an \nInnovative Culture | 718 | ||
| 21.2.2 New-Product Success | 719 | ||
| 21.2.3 New-Product Failure | 720 | ||
| 21.2.4 Asian Perspective of New-Product Development | 721 | ||
| 21.3 Organizational Arrangements | 721 | ||
| 21.3.1 Budgeting for New-Product Development | 722 | ||
| 21.3.2 Organizing New-Product Development | 722 | ||
| 21.4 Managing the Development Process: Ideas | 724 | ||
| 21.4.1 Generating Ideas | 724 | ||
| Marketing Memo: Ten Ways to Great New-Product \nIdeas | 725 | ||
| Marketing Insight: New-Idea Generation in Japanese \nCompanies | 725 | ||
| Marketing Insight: P&G’s New Connect + Develop \nApproach to Innovation | 726 | ||
| Marketing Memo: Seven Ways to Draw New Ideas \nfrom Your Customers | 727 | ||
| Marketing Memo: How to Run a Successful \nBrainstorming Session | 729 | ||
| 21.5 Managing the Development Process: Concept to Strategy | 731 | ||
| 21.5.1 Concept Development and Testing | 731 | ||
| 21.5.2 Marketing Strategy Development | 734 | ||
| 21.5.3 Business Analysis | 735 | ||
| 21.6 Managing the Development Process: Development to Commercialization | 736 | ||
| 21.6.1 Product Development | 737 | ||
| 21.6.2 Market Testing | 737 | ||
| 21.6.3 Commercialization | 740 | ||
| 21.7 The Consumer-Adoption Process | 742 | ||
| 21.7.1 Stages in the Adoption Process | 742 | ||
| 21.7.2 Factors Influencing the Adoption Process | 742 | ||
| Summary | 745 | ||
| Applications | 750 | ||
| Marketing Lesson: Apple | 751 | ||
| Marketing Lesson: Tiger Balm | 753 | ||
| Chapter 22 Tapping into Global Markets | 759 | ||
| 22.1 Competing on a Global Basis | 760 | ||
| 22.2 Deciding Whether to Go Abroad | 761 | ||
| 22.3 Deciding Which Markets to Enter | 762 | ||
| 22.3.1 How Many Markets to Enter | 762 | ||
| 22.3.2 Evaluating Potential Markets | 763 | ||
| 22.3.3 Succeeding in Developing Markets | 764 | ||
| Marketing Insight: Heinz’s Four A’s for Emerging \nMarket Expansion | 767 | ||
| Marketing Insight: How Chinese Brands can Gain \nGlobal Acceptance | 770 | ||
| 22.4 Deciding How to Enter the Market | 771 | ||
| 22.4.1 Indirect and Direct Export | 771 | ||
| 22.4.2 Licensing | 772 | ||
| 22.4.3 Joint Ventures | 773 | ||
| Marketing Insight: Guanxi and Its Application to \nMarketing in Greater China | 774 | ||
| 22.4.4 Direct Investment | 775 | ||
| 22.5 Deciding on the Marketing Program | 776 | ||
| 22.5.1 Global Similarities and Differences | 777 | ||
| 22.5.2 Marketing Adaptation | 778 | ||
| Marketing Memo: The Ten Commandments Of Global \rBranding | 779 | ||
| 22.5.3 Global Product Strategies | 780 | ||
| 22.5.4 Global Communication Strategies | 783 | ||
| 22.5.5 Global Pricing Strategies | 785 | ||
| 22.5.6 Global Distribution Strategies | 787 | ||
| 22.6 Country-of-Origin Effects | 789 | ||
| 22.6.1 Building Country Images | 789 | ||
| 22.6.2 Consumer Perceptions of Country of Origin | 790 | ||
| Summary | 791 | ||
| Applications | 795 | ||
| Marketing Lesson: L’Oréal | 796 | ||
| Marketing Lesson: Volkswagen | 798 | ||
| Chapter 23 Managing a Holistic Marketing Organization | 803 | ||
| 23.1 Trends in Marketing Practices | 804 | ||
| 23.2 Internal Marketing | 805 | ||
| 23.2.1 Organizing the Marketing Department | 805 | ||
| Marketing Memo: Characteristics of Customer-Driven \nCompany Departments | 806 | ||
| 23.2.2 Relations with Other Departments | 809 | ||
| 23.2.3 Building a Creative Marketing Organization | 810 | ||
| 23.3 Socially Responsible Marketing | 810 | ||
| Marketing Insight: The Marketing CEO | 810 | ||
| 23.3.1 Corporate Social Responsibility | 812 | ||
| 23.3.2 Socially Responsible Business Models | 815 | ||
| Marketing Insight: Confucius and Marketing in East \nAsia | 815 | ||
| 23.3.3 Cause-Related Marketing | 816 | ||
| Marketing Memo: Making a Difference: Top 10 Tips for \nCause Branding | 817 | ||
| 23.3.4 Social Marketing | 818 | ||
| 23.4 Marketing Implementation and Control | 820 | ||
| 23.4.1 Marketing Implementation | 820 | ||
| 23.4.2 Marketing Control | 821 | ||
| 23.5 The Future of Marketing | 827 | ||
| Marketing Memo: Major Marketing Weaknesses | 827 | ||
| Summary | 828 | ||
| Applications | 831 | ||
| Marketing Lesson: Unilever Platinum Stores | 833 | ||
| Marketing Lesson: Timberland | 837 | ||
| Appendix: Tools for Marketing Control | A-1 | ||
| Appendix | A-1 | ||
| Endnotes | E-1 | ||
| Glossary | G-1 | ||
| Image Credits | C-1 | ||
| Name Index | I-1 | ||
| Company, Brand, and Organization Index | I-11 | ||
| Subject Index | I-13 | ||
| Back Cover | Back Cover |