BOOK
Principles of Marketing, An Asian Perspective
Philip Kotler | Gary Armstrong | Ang Swee-Hoon | Leong Siew-Meng | Tan Chin-Tiong | Prof Author
(2017)
Additional Information
Book Details
Abstract
Description
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. The Principles of Marketing, An Asian Perspective provides an authoritative, comprehensive, innovative, managerial, and practical introduction to the fascinating world of marketing in and from Asia. It helps students master today’s key marketing challenge: to create vibrant, interactive communities of consumers in Asia who make products and brands an integral part of their daily lives.
To help students in Asia understand how to create value and build customer relationships, the Asian Perspective presents fundamental marketing information within an innovative customer-value framework.
This textbook makes learning about and teaching Asian marketing easier and more exciting for both students and instructors by providing a variety of vignettes, up-to-date corporate examples, and relevant case studies.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Cover | Cover | ||
| Copyright | ii | ||
| Brief Contents | vii | ||
| Contents | viii | ||
| About the Authors | iii | ||
| About the Book | xv | ||
| Preface | xix | ||
| Acknowledgements | xxiv | ||
| Marketing: Managing Profitable Customer Relationships | 3 | ||
| 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 | 7 | ||
| Customer Value and Satisfaction | 7 | ||
| Exchanges and Relationships | 8 | ||
| Markets | 8 | ||
| Designing a Customer-Driven Marketing Strategy | 9 | ||
| Selecting Customers to Serve | 9 | ||
| Choosing a Value Proposition | 10 | ||
| Marketing Management Orientations | 11 | ||
| Preparing an Integrated Marketing Plan and Program | 14 | ||
| Building Customer Relationships | 15 | ||
| Customer Relationship Management | 15 | ||
| The Changing Nature of Customer Relationships | 18 | ||
| Partner Relationship Management | 20 | ||
| Capturing Value from Customers | 22 | ||
| Creating Customer Loyalty and Retention | 22 | ||
| Growing Share of Customer | 22 | ||
| Building Customer Equity | 23 | ||
| The Changing Marketing Landscape | 24 | ||
| The Digital Age | 24 | ||
| Rapid Globalization | 25 | ||
| Sustainable Marketing—The Call for More Ethics and Social Responsibility | 28 | ||
| The Growth of Not-for-Profit Marketing | 28 | ||
| So, What is Marketing? Pulling It All Together | 28 | ||
| Reviewing Objectives and Key Terms | 31 | ||
| Key Terms | 32 | ||
| Discussing the Concepts | 33 | ||
| Applying the Concepts | 33 | ||
| Focus on Technology | 33 | ||
| Focus on Ethics | 34 | ||
| Marketing & the Economy | 34 | ||
| Marketing by the Numbers | 34 | ||
| Video Case: Stew Leonard’s | 35 | ||
| Company Case: McDonald’s in the Philippines: Stung by the Bee | 35 | ||
| Company and Marketing Strategy: Partnering to Build Customer Relationships | 39 | ||
| Company-Wide Strategic Planning: Defining Marketing’s Role | 41 | ||
| Defining a Market-Oriented Mission | 42 | ||
| Setting Company Objectives and Goals | 43 | ||
| Designing the business portfolio | 46 | ||
| Analyzing the Current Business Portfolio | 46 | ||
| Planning Marketing: Partnering to Build Customer Relationships | 50 | ||
| Partnering with Other Company Departments | 50 | ||
| Partnering with Others in the Marketing System | 51 | ||
| Marketing Strategy and the Marketing Mix | 52 | ||
| Customer-Driven Marketing Strategy | 53 | ||
| Developing an Integrated Marketing Mix | 55 | ||
| Managing the Marketing Effort | 57 | ||
| Marketing Analysis | 57 | ||
| Marketing Planning | 57 | ||
| Marketing Implementation | 59 | ||
| Marketing Department Organization | 60 | ||
| Marketing Control | 61 | ||
| Measuring and Managing Return on Marketing Investment | 61 | ||
| Reviewing Objectives and Key Terms | 63 | ||
| Key Terms | 64 | ||
| Discussing the Concepts | 65 | ||
| Applying the Concepts | 65 | ||
| Focus on Technology | 65 | ||
| Focus on Ethics | 66 | ||
| Marketing & the Economy | 66 | ||
| Marketing by the Numbers | 67 | ||
| Video Case: Live Nation | 67 | ||
| Company Case: Dyson: Solving Customer Problems in Ways They Never Imagined | 67 | ||
| The Marketing Environment | 71 | ||
| The Company’s Microenvironment | 73 | ||
| The Company | 73 | ||
| Suppliers | 73 | ||
| Marketing Intermediaries | 74 | ||
| Customers | 74 | ||
| Competitors | 75 | ||
| Publics | 75 | ||
| The Company’s Macroenvironment | 75 | ||
| Demographic Environment | 76 | ||
| Economic Environment | 79 | ||
| Natural Environment | 83 | ||
| Technological Environment | 85 | ||
| Political Environment | 86 | ||
| Cultural Environment | 88 | ||
| Responding to the Marketing Environment | 91 | ||
| Reviewing Objectives and Key Terms | 93 | ||
| Key Terms | 94 | ||
| Discussing the Concepts | 94 | ||
| Applying the Concepts | 94 | ||
| Focus on Technology | 95 | ||
| Focus on Ethics | 95 | ||
| Marketing & the Economy | 95 | ||
| Marketing by the Numbers | 96 | ||
| Video Case: TOMS Shoes | 96 | ||
| Company Case: Toyota Prius: Hero to Zer | 97 | ||
| Managing Marketing Information | 101 | ||
| Marketing Information and Customer Insights | 103 | ||
| Marketing Information and Today’s ‘Big Data’ | 104 | ||
| Assessing Marketing Information Needs | 105 | ||
| Developing Marketing Information | 106 | ||
| Internal Data | 106 | ||
| Competitive Marketing Intelligence | 107 | ||
| Marketing Research | 109 | ||
| Defining the Problem and Research Objectives | 109 | ||
| Developing the Research Plan | 109 | ||
| Gathering Secondary Data | 110 | ||
| Primary Data Collection | 112 | ||
| Implementing the Research Plan | 122 | ||
| Interpreting and Reporting the Findings | 122 | ||
| Analyzing Marketing Information | 123 | ||
| Customer Relationship Management (CRM) | 123 | ||
| Distributing and Using Marketing Information | 124 | ||
| Other Marketing Information Considerations | 127 | ||
| Marketing Research in Small Businesses and Non-Profit Organizations | 127 | ||
| International Marketing Research | 128 | ||
| Public Policy and Ethics in Marketing Research | 130 | ||
| Reviewing Objectives and Key Terms | 131 | ||
| Key Terms | 132 | ||
| Discussing the Concepts | 132 | ||
| Applying the Concepts | 133 | ||
| Focus on Technology | 133 | ||
| Focus on Ethics | 133 | ||
| Marketing & the Economy | 134 | ||
| Marketing by the Numbers | 134 | ||
| Video Case: Radian6 | 134 | ||
| Company Case: HSBC: Banking on Understanding Customers | 135 | ||
| Consumer Markets and Consumer Buyer Behavior | 137 | ||
| Model of Consumer Behavior | 139 | ||
| Characteristics Affecting Consumer Behavior | 140 | ||
| Cultural Factors | 140 | ||
| Social Factors | 142 | ||
| Personal Factors | 145 | ||
| Psychological Factors | 150 | ||
| Types of Buying Decision Behavior | 155 | ||
| Complex Buying Behavior | 155 | ||
| Dissonance-Reducing Buying Behavior | 156 | ||
| Habitual Buying Behavior | 156 | ||
| Variety-Seeking Buying Behavior | 157 | ||
| The Buyer Decision Process | 158 | ||
| Need Recognition | 158 | ||
| Information Search | 159 | ||
| Evaluation of Alternatives | 159 | ||
| Purchase Decision | 160 | ||
| Post-Purchase Behavior | 160 | ||
| The Buyer Decision Process for New Products | 161 | ||
| Stages in the Adoption Process | 164 | ||
| Individual Differences in Innovativeness | 164 | ||
| Influence of Product Characteristics on Rate of Adoption | 165 | ||
| Reviewing Objectives and Key Terms | 167 | ||
| Key Terms | 168 | ||
| Discussing the Concepts | 169 | ||
| Applying the Concepts | 169 | ||
| Focus on Technology | 169 | ||
| Focus on Ethics | 170 | ||
| Marketing & the Economy | 170 | ||
| Marketing by the Numbers | 170 | ||
| Video Case: Radian6 | 171 | ||
| Company Case: Abercrombie & Fitch: The Asian Hurdle | 171 | ||
| Business Markets and Business Buyer Behavior | 175 | ||
| Business Markets | 177 | ||
| Market Structure and Demand | 178 | ||
| Nature of the Buying Unit | 179 | ||
| Types of Decisions and the Decision Process | 179 | ||
| Business Buyer Behavior | 181 | ||
| Major Types of Buying Situations | 182 | ||
| Participants in the Business Buying Process | 183 | ||
| Major Influences on Business Buyers | 184 | ||
| The Business Buying Process | 188 | ||
| Problem Recognition | 188 | ||
| E-Procurement: Buying on the Internet | 190 | ||
| Problem Recognition | 190 | ||
| Institutional and Government Markets | 194 | ||
| Institutional Markets | 194 | ||
| Government Markets | 194 | ||
| Reviewing Objectives and Key Terms | 196 | ||
| Key Terms | 197 | ||
| Discussing the Concepts | 197 | ||
| Applying the Concepts | 197 | ||
| Focus on Technology | 198 | ||
| Focus on Ethics | 198 | ||
| Marketing & the Economy | 198 | ||
| Marketing by the Numbers | 199 | ||
| Video Case: Eaton | 199 | ||
| Company Case: Cisco Systems: Solving Business Problems Through Collaboration | 199 | ||
| Customer-Driven Marketing Strategy: Creating Value for Target Customers | 205 | ||
| Market Segmentation | 207 | ||
| Segmenting Consumer Markets | 207 | ||
| Segmenting Business Markets | 216 | ||
| Segmenting International Markets | 217 | ||
| Requirements for Effective Segmentation | 218 | ||
| Market Targeting | 219 | ||
| Evaluating Market Segments | 219 | ||
| Selecting Target Market Segments | 220 | ||
| Socially Responsible Target Marketing | 225 | ||
| Differentiation and Positioning | 225 | ||
| Positioning Maps | 229 | ||
| Choosing a Differentiation and Positioning Strategy | 229 | ||
| Communicating and Delivering the Chosen Position | 234 | ||
| Reviewing Objectives and Key Terms | 236 | ||
| Key Terms | 237 | ||
| Discussing the Concepts | 237 | ||
| Applying the Concepts | 238 | ||
| Focus on Technology | 238 | ||
| Focus on Ethics | 238 | ||
| Marketing & the Economy | 239 | ||
| Marketing by the Numbers | 239 | ||
| Video Case: Meredith | 239 | ||
| Company Case: Best Buy: Not the Best Buy in China | 240 | ||
| Product, Services, and Branding Strategy | 243 | ||
| What is a Product? | 245 | ||
| Products, Services, and Experiences | 245 | ||
| Levels of Products and Services | 246 | ||
| Product and Service Classifications | 246 | ||
| Product Decisions | 250 | ||
| Individual Product Decisions | 250 | ||
| Product Line Decisions | 255 | ||
| Product Mix Decisions | 257 | ||
| Branding Strategy: Building Strong Brands | 258 | ||
| Brand Equity | 259 | ||
| Building Strong Brands | 259 | ||
| Managing Brands | 270 | ||
| Services Marketing | 271 | ||
| The Nature and Characteristics of a Service | 271 | ||
| Marketing Strategies for Service Firms | 272 | ||
| Reviewing Objectives and Key Terms | 275 | ||
| Key Terms | 276 | ||
| Discussing the Concepts | 277 | ||
| Applying the Concepts | 277 | ||
| Focus on Technology | 277 | ||
| Focus on Ethics | 278 | ||
| Marketing & the Economy | 278 | ||
| Marketing by the Numbers | 278 | ||
| Video Case: General Mills—GoGurt | 279 | ||
| Company Case: Garnier and Revlon: In Need of a Makeover | 279 | ||
| New-Product Development and Product Life-Cycle Strategies | 283 | ||
| New-Product Development Strategy | 286 | ||
| The New-Product Development Process | 286 | ||
| Idea Generation | 287 | ||
| Crowdsourcing | 289 | ||
| Idea Screening | 289 | ||
| Concept Development and Testing | 289 | ||
| Marketing Strategy Development | 293 | ||
| Business Analysis | 294 | ||
| Product Development | 294 | ||
| Test Marketing | 295 | ||
| Commercialization | 296 | ||
| Managing New-Product Development | 296 | ||
| Customer-Centered New-Product Development | 296 | ||
| Team-Based New-Product Development | 297 | ||
| Systematic New-Product Development | 298 | ||
| Product Life-Cycle Strategies | 299 | ||
| Introduction Stage | 302 | ||
| Growth Stage | 302 | ||
| Maturity Stage | 303 | ||
| Decline Stage | 306 | ||
| Additional Product and Service Considerations | 307 | ||
| Product Decisions and Social Responsibility | 307 | ||
| International Product and Services Marketing | 307 | ||
| Reviewing Objectives and Key Terms | 310 | ||
| Key Terms | 311 | ||
| Discussing the Concepts | 311 | ||
| Applying the Concepts | 311 | ||
| Focus on Technology | 312 | ||
| Focus on Ethics | 312 | ||
| Marketing & the Economy | 313 | ||
| Marketing by the Numbers | 313 | ||
| Video Case: General Mills–FiberOne | 313 | ||
| Company Case: Disneyland: Not the Happiest Place in Hong Kong | 314 | ||
| Pricing Products: Understanding and Capturing Customer Value | 317 | ||
| What is a Price? | 319 | ||
| Major Pricing Strategies | 320 | ||
| Customer Value-Based Pricing | 320 | ||
| Cost-Based Pricing | 323 | ||
| Competition-Based Pricing | 327 | ||
| Other Internal and External Considerations Affecting Price Decisions | 328 | ||
| Overall Marketing Strategy, Objectives, and Mix | 328 | ||
| Organizational Considerations | 332 | ||
| The Market and Demand | 332 | ||
| Other External Factors | 334 | ||
| Reviewing Objectives and Key Terms | 335 | ||
| Key Terms | 336 | ||
| Discussing the Concepts | 336 | ||
| Applying the Concepts | 337 | ||
| Focus on Technology | 337 | ||
| Focus on Ethics | 337 | ||
| Marketing & the Economy | 338 | ||
| Marketing by the Numbers | 338 | ||
| Video Case: IKEA | 338 | ||
| Company Case: Tata Nano: The People’s Car or World’s Cheapest Car? | 339 | ||
| Pricing Products: Pricing Strategies | 343 | ||
| New-Product Pricing Strategies | 344 | ||
| Market-Skimming Pricing | 345 | ||
| Market-Penetration Pricing | 345 | ||
| Product Mix Pricing Strategies | 346 | ||
| Product Line Pricing | 346 | ||
| Optional-Product Pricing | 347 | ||
| Captive-Product Pricing | 348 | ||
| By-Product Pricing | 348 | ||
| Product Bundle Pricing | 348 | ||
| Price-Adjustment Strategies | 349 | ||
| Discount and Allowance Pricing | 349 | ||
| Segmented Pricing | 349 | ||
| Psychological Pricing | 350 | ||
| Promotional Pricing | 351 | ||
| Geographical Pricing | 352 | ||
| Dynamic and Internet Pricing | 353 | ||
| International Pricing | 354 | ||
| Price Changes | 355 | ||
| Initiating Price Changes | 355 | ||
| Responding to Price Changes | 360 | ||
| Public Policy and Pricing | 361 | ||
| Pricing Within Channel Levels | 362 | ||
| Pricing Across Channel Levels | 362 | ||
| Reviewing Objectives and Key Terms | 364 | ||
| Key Terms | 365 | ||
| Discussing the Concepts | 366 | ||
| Applying the Concepts | 366 | ||
| Focus on Technology | 366 | ||
| Focus on Ethics | 366 | ||
| Marketing & the Economy | 367 | ||
| Marketing by the Numbers | 367 | ||
| Video Case: Smashburger | 367 | ||
| Company Case: Coach: Riding the Wave of Premium Pricing | 368 | ||
| Marketing Channels : Delivering Customer Value | 373 | ||
| Supply Chains and the Value Delivery Network | 375 | ||
| The Nature and Importance of Marketing Channels | 376 | ||
| How Channel Members Add Value | 377 | ||
| Number of Channel Levels | 378 | ||
| Channel Behavior and Organization | 379 | ||
| Channel Behavior | 379 | ||
| Vertical Marketing Systems | 380 | ||
| Horizontal Marketing Systems | 382 | ||
| Multichannel Distribution Systems | 382 | ||
| hanging Channel Organization | 384 | ||
| Channel Design Decisions | 385 | ||
| Analyzing Consumer Needs | 386 | ||
| Setting Channel Objectives | 386 | ||
| Identifying Major Alternatives | 387 | ||
| Evaluating the Major Alternatives | 389 | ||
| Designing International Distribution Channels | 389 | ||
| Channel Management Decisions | 391 | ||
| Selecting Channel Members | 391 | ||
| Managing and Motivating Channel Members | 391 | ||
| Evaluating Channel Members | 392 | ||
| Public Policy and Distribution Decisions | 393 | ||
| Marketing Logistics and Supply Chain Management | 394 | ||
| Nature and Importance of Marketing Logistics | 394 | ||
| Goals of the Logistics System | 395 | ||
| Major Logistics Functions | 395 | ||
| Integrated Logistics Management | 398 | ||
| Reviewing Objectives and Key Terms | 402 | ||
| Key Terms | 403 | ||
| Discussing the Concepts | 404 | ||
| Applying the Concepts | 404 | ||
| Focus on Technology | 404 | ||
| Focus on Ethics | 404 | ||
| Marketing & the Economy | 405 | ||
| Marketing by the Numbers | 405 | ||
| Video Case: Progressive | 405 | ||
| Company Case: Sa Sa International: The Hinterland Barrier | 406 | ||
| Retailing and Wholesaling | 409 | ||
| Retailing | 410 | ||
| Types of Retailers | 412 | ||
| Retailer Marketing Decisions | 418 | ||
| Retailing Trends and Developments | 426 | ||
| Wholesaling | 433 | ||
| Types of Wholesalers | 434 | ||
| Wholesaler Marketing Decisions | 434 | ||
| Trends in Wholesaling | 437 | ||
| Reviewing Objectives and Key Terms | 439 | ||
| Key Terms | 440 | ||
| Discussing the Concepts | 440 | ||
| Applying the Concepts | 441 | ||
| Focus on Technology | 441 | ||
| Focus on Ethics | 441 | ||
| Marketing & the Economy | 442 | ||
| Marketing by the Numbers | 442 | ||
| Video Case: Zappos.com | 442 | ||
| Company Case: Uber: Delivering People and Goods | 443 | ||
| Communicating Customer Value: Integrated Marketing Communications Strategy | 447 | ||
| The Promotion Mix | 449 | ||
| Integrated Marketing Communications | 450 | ||
| The New Marketing Communications Landscape Model | 450 | ||
| The Need for Integrated Marketing Communications | 450 | ||
| A View of the Communication Process | 455 | ||
| Steps in Developing Effective Marketing Communication | 457 | ||
| Identifying the Target Audience | 457 | ||
| Determining the Communication Objectives | 457 | ||
| Designing a Message | 459 | ||
| Choosing Communication Channels and Media | 461 | ||
| Selecting the Message Source | 462 | ||
| Collecting Feedback | 463 | ||
| Setting the Total Promotion Budget and Mix | 466 | ||
| Setting the Total Promotion Budget | 466 | ||
| Shaping the Overall Promotion Mix | 467 | ||
| Integrating the Promotion Mix | 470 | ||
| Socially Responsible Marketing Communication | 471 | ||
| Advertising and Sales Promotion | 471 | ||
| Personal Selling | 472 | ||
| Reviewing Objectives and Key Terms | 473 | ||
| Key Terms | 474 | ||
| Discussing the Concepts | 474 | ||
| Applying the Concepts | 474 | ||
| Focus on Technology | 475 | ||
| Focus on Ethics | 475 | ||
| Marketing & the Economy | 476 | ||
| Marketing by the Numbers | 476 | ||
| Video Case: CP+B | 476 | ||
| Company Case: Barbie Doll: Not All Girls Just Want to Have Fun | 477 | ||
| Advertising and Public Relations | 481 | ||
| Advertising | 483 | ||
| Setting Advertising Objectives | 484 | ||
| Setting the Advertising Budget | 485 | ||
| Evaluating Advertising Effectiveness and Return on Advertising Investment | 493 | ||
| Other Advertising Considerations | 496 | ||
| Organizing for Advertising | 496 | ||
| International Advertising Decisions | 498 | ||
| Developing Advertising Strategy | 486 | ||
| Creating the Advertising Message | 487 | ||
| Selecting Advertising Media | 490 | ||
| Public Relations | 499 | ||
| The Role and Impact of Public Relations | 500 | ||
| Major Public Relations Tools | 501 | ||
| Reviewing Objectives and Key Terms | 503 | ||
| Key Terms | 504 | ||
| Discussing the Concepts | 504 | ||
| Applying the Concepts | 505 | ||
| Focus on Technology | 505 | ||
| Focus on Ethics | 505 | ||
| Marketing & The Economy | 506 | ||
| Marketing by the Numbers | 506 | ||
| Video Case: E*TRADE | 507 | ||
| Company Case: Scoot: Is Imitation the Sincerest Form of Flattery? | 507 | ||
| Personal Selling and Sales Promotion | 511 | ||
| Personal Selling | 512 | ||
| The Nature of Personal Selling | 512 | ||
| The Role of the Sales Force | 513 | ||
| Managing the Sales Force | 514 | ||
| Designing Sales Force Strategy and Structure | 515 | ||
| Recruiting and Selecting Salespeople | 517 | ||
| Training Salespeople | 519 | ||
| Compensating Salespeople | 519 | ||
| Supervising and Motivating Salespeople | 520 | ||
| Evaluating Salespeople and Sales-Force Performance | 521 | ||
| Social Selling: Online, Mobile, and Social Media Tools | 524 | ||
| The Personal Selling Process | 525 | ||
| Steps in the Selling Process | 526 | ||
| Personal Selling and Customer Relationship Management | 528 | ||
| Sales Promotion | 528 | ||
| The Rapid Growth of Sales Promotion | 529 | ||
| Sales Promotion Objectives | 530 | ||
| Major Sales Promotion Tools | 530 | ||
| Developing the Sales Promotion Program | 536 | ||
| Reviewing Objectives and Key Terms | 537 | ||
| Key Terms | 538 | ||
| Discussing the Concepts | 538 | ||
| Applying the Concepts | 539 | ||
| Focus on Technology | 539 | ||
| Focus on Ethics | 539 | ||
| Marketing & the Economy | 540 | ||
| Marketing by the Numbers | 540 | ||
| Video Case: Nestlé Waters | 540 | ||
| Company Case: Coca Cola: Asians Want to Share It | 541 | ||
| Direct, Online, Social Media, and Mobile Marketing | 545 | ||
| Direct and Digital Marketing | 547 | ||
| The New Direct Marketing Model | 547 | ||
| Rapid Growth and Benefits of Direct and Digital Marketing | 547 | ||
| Forms of Direct and Digital Marketing | 550 | ||
| Digital and Social Media Marketing | 550 | ||
| Mobile Marketing | 551 | ||
| Online Marketing | 554 | ||
| Social Media Marketing | 557 | ||
| Traditional Direct Marketing Forms | 560 | ||
| Direct-Mail Marketing | 561 | ||
| Catalog Marketing Domains | 561 | ||
| Telemarketing | 562 | ||
| Direct-Response Television Marketing | 562 | ||
| Kiosk Marketing | 562 | ||
| Public Policy Issues in Direct and Digital Marketing | 563 | ||
| Irritation, Unfairness, Deception, and Fraud | 563 | ||
| Consumer Privacy | 564 | ||
| A Need for Action | 564 | ||
| Reviewing Objectives and Key Terms | 566 | ||
| Key Terms | 567 | ||
| Discussing the Concepts | 568 | ||
| Applying the Concepts | 568 | ||
| Focus on Technology | 568 | ||
| Focus on Ethics | 568 | ||
| Marketing & the Economy | 569 | ||
| Marketing by the Numbers | 569 | ||
| Video Case: Zappos.com | 570 | ||
| Company Case: Amazon.com: Creating A Direct and Satisfying Online Customer Experience | 570 | ||
| Creating Competitive Advantage | 575 | ||
| Competitor Analysis | 577 | ||
| Identifying Competitors | 578 | ||
| Assessing Competitors | 579 | ||
| Selecting Competitors to Attack and Avoid | 583 | ||
| Designing a Competitive Intelligence System | 585 | ||
| Competitive Strategies | 585 | ||
| Approaches to Marketing Strategy | 586 | ||
| Basic Competitive Strategies | 587 | ||
| Competitive Positions | 588 | ||
| Market Leader Strategies | 589 | ||
| Market Challenger Strategies | 592 | ||
| Market Follower Strategies | 594 | ||
| Market Nicher Strategies | 594 | ||
| Balancing Customer and Competitor Orientations | 596 | ||
| Reviewing Objectives and Key Terms | 597 | ||
| Key Terms | 598 | ||
| Discussing the Concepts | 598 | ||
| Applying the Concepts | 598 | ||
| Focus on Technology | 598 | ||
| Focus on Ethics | 599 | ||
| Marketing & the Economy | 599 | ||
| Marketing by the Numbers | 599 | ||
| Video Case: Umpqua Bank | 600 | ||
| Company Case: LG: Competing in India | 600 | ||
| The Global Marketplace | 605 | ||
| Global Marketing Today | 607 | ||
| Looking at the Global Marketing Environment | 608 | ||
| The International Trade System | 608 | ||
| Economic Environment | 609 | ||
| Political-Legal Environment | 611 | ||
| Cultural Environment | 612 | ||
| Deciding Whether to Go Global | 614 | ||
| Deciding Which Markets to Enter | 615 | ||
| Deciding How to Enter the Market | 618 | ||
| Exporting | 619 | ||
| Joint Venturing | 619 | ||
| Direct Investment | 621 | ||
| Deciding on the Global Marketing Program | 621 | ||
| Product | 622 | ||
| Promotion | 623 | ||
| Price | 626 | ||
| Distribution Channels | 627 | ||
| Deciding on the Global Marketing Organization | 628 | ||
| Reviewing Objectives and Key Terms | 630 | ||
| Key Terms | 631 | ||
| Discussing the Concepts | 631 | ||
| Applying the Concepts | 631 | ||
| Focus on Technology | 632 | ||
| Focus on Ethics | 632 | ||
| Marketing & the Economy | 632 | ||
| Marketing by the Numbers | 633 | ||
| Video Case: Monster | 633 | ||
| Company Case: Snickers: Achieving Promotional Integration with a Universal Appeal—Hunger | 633 | ||
| Sustainable Marketing: Social Responsibility and Ethics | 639 | ||
| Sustainable Marketing | 641 | ||
| Social Criticisms of Marketing | 643 | ||
| Marketing’s Impact on Individual Consumers | 643 | ||
| Marketing’s Impact on Society as a Whole | 649 | ||
| Marketing’s Impact on Other Businesses | 651 | ||
| Consumer Actions to Promote Sustainable Marketing | 652 | ||
| Consumerism | 652 | ||
| Environmentalism | 653 | ||
| Public Actions to Regulate Marketing | 658 | ||
| Business Actions toward Sustainable Responsible Marketing | 659 | ||
| Sustainable Marketing Principles | 659 | ||
| Societal Marketing | 662 | ||
| Marketing Ethics | 663 | ||
| Sustainable Company | 665 | ||
| Reviewing Objectives and Key Terms | 666 | ||
| Key Terms | 667 | ||
| Discussing the Concepts | 667 | ||
| Applying the Concepts | 668 | ||
| Focus on Technology | 668 | ||
| Focus on Ethics | 668 | ||
| Marketing & the Economy | 669 | ||
| Marketing by the Numbers | 669 | ||
| Video Case: Land Rover | 669 | ||
| Company Case: Wilmar International: Addressing a Burning Issue | 670 | ||
| Appendix 1: Marketing Plan | 673 | ||
| Appendix 2: Marketing by the Numbers | 685 | ||
| References | 707 | ||
| Glossary | 721 | ||
| Credits | 733 | ||
| Index | 737 |