| Preface |
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xv | |
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Part I UNDERSTANDING MARKETING MANAGEMENT |
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1 | (62) |
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Defining Marketing for the Twenty-First Century |
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1 | (20) |
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The Importance of Marketing |
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2 | (1) |
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2 | (4) |
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3 | (1) |
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Exchange and Transactions |
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3 | (1) |
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4 | (1) |
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5 | (1) |
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Company Orientations Toward the Marketplace |
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6 | (6) |
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6 | (1) |
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7 | (1) |
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7 | (1) |
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7 | (1) |
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The Holistic Marketing Concept |
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8 | (4) |
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Fundamental Marketing Concepts, Trends, and Tasks |
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12 | (5) |
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12 | (3) |
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Marketing Management Tasks |
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15 | (2) |
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17 | (1) |
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18 | (3) |
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Developing and Implementing Marketing Strategies and Plans |
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21 | (19) |
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Marketing and Customer Value |
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22 | (4) |
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The Value Delivery Process |
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22 | (1) |
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23 | (1) |
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24 | (1) |
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A Holistic Marketing Orientation and Customer Value |
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25 | (1) |
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Corporate and Division Strategic Planning |
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26 | (3) |
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Defining the Corporate Mission |
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26 | (1) |
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Establishing Strategic Business Units (SBUs) |
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27 | (1) |
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Assessing Growth Opportunities |
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28 | (1) |
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Organization and Organizational Culture |
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29 | (1) |
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Business Unit Strategic Planning |
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29 | (4) |
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30 | (1) |
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30 | (1) |
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31 | (1) |
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31 | (1) |
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Program Formulation and Implementation |
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32 | (1) |
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33 | (1) |
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The Nature and Contents of a Marketing Plan |
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33 | (1) |
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Measuring Marketing Performance |
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34 | (3) |
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34 | (1) |
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Measuring Marketing Plan Performance |
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35 | (1) |
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Using Profitability Analysis |
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36 | (1) |
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37 | (1) |
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38 | (2) |
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Understanding Markets, Market Demand, and the Marketing Environment |
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40 | (23) |
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Supporting Marketing Decisions With Information, Intelligence, and Research |
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41 | (7) |
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41 | (1) |
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Marketing Intelligence System |
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42 | (1) |
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Marketing Research System |
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42 | (6) |
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Forecasting and Demand Measurement |
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48 | (4) |
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48 | (1) |
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49 | (1) |
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Company Demand and Sales Forecast |
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50 | (1) |
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Estimating Current Demand |
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50 | (1) |
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51 | (1) |
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Macroenvironmental Trends and Forces |
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52 | (8) |
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53 | (2) |
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55 | (1) |
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Social-Cultural Environment |
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56 | (2) |
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58 | (1) |
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Technological Environment |
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58 | (1) |
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Political-Legal Environment |
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59 | (1) |
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60 | (1) |
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61 | (2) |
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Part II CONNECTING WITH CUSTOMERS |
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63 | (72) |
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Creating Customer Value, Satisfaction, and Loyalty |
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63 | (20) |
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Defining Customer Value and Satisfaction |
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64 | (4) |
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64 | (2) |
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Total Customer Satisfaction |
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66 | (1) |
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66 | (2) |
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Product and Service Quality |
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68 | (1) |
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Maximizing Customer Lifetime Value |
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68 | (4) |
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Customer Profitability and Competitive Advantage |
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69 | (1) |
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Measuring Customer Lifetime Value |
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70 | (1) |
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71 | (1) |
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Cultivating Customer Relationships |
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72 | (7) |
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Attracting, Retaining, and Growing Customers |
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72 | (3) |
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75 | (1) |
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Reducing Customer Defection |
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75 | (1) |
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Forming Strong Customer Bonds |
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76 | (1) |
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Customer Databases and Database Marketing |
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77 | (2) |
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79 | (1) |
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80 | (3) |
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Analyzing Consumer Markets |
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83 | (18) |
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What Influences Consumer Behavior? |
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84 | (7) |
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84 | (1) |
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85 | (2) |
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87 | (1) |
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Key Psychological Processes |
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88 | (3) |
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The Buying Decision Process: The Five-Stage Model |
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91 | (6) |
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92 | (1) |
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92 | (1) |
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Evaluation of Alternatives |
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93 | (1) |
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94 | (1) |
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95 | (2) |
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97 | (1) |
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98 | (3) |
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Analyzing Business Markets |
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101 | (15) |
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What Is Organizational Buying? |
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102 | (4) |
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The Business Market Versus the Consumer Market |
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102 | (1) |
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Institutional and Organizational Markets |
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102 | (2) |
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104 | (1) |
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Systems Buying and Selling |
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105 | (1) |
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Participants In the Business Buying Process |
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106 | (3) |
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106 | (1) |
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106 | (2) |
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108 | (1) |
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Stages In the Business Buying Process |
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109 | (4) |
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109 | (1) |
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General Need Description and Product Specification |
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109 | (1) |
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110 | (1) |
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110 | (1) |
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111 | (1) |
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Order-Routine Specification |
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111 | (1) |
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112 | (1) |
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Business Relationships: Risks and Opportunism |
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112 | (1) |
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113 | (1) |
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114 | (2) |
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Identifying Market Segments and Targets |
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116 | (19) |
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Levels of Market Segmentation |
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117 | (3) |
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117 | (1) |
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117 | (1) |
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118 | (1) |
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118 | (1) |
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Patterns of Market Segmentation |
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119 | (1) |
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Segmenting Consumer and Business Markets |
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120 | (7) |
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Bases for Segmenting Consumer Markets |
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120 | (5) |
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Bases for Segmenting Business Markets |
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125 | (2) |
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127 | (5) |
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Effective Segmentation Criteria |
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127 | (1) |
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Evaluating and Selecting Market Segments |
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128 | (3) |
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Additional Considerations |
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131 | (1) |
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132 | (1) |
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132 | (3) |
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Part III BUILDING STRONG BRANDS |
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135 | (42) |
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135 | (19) |
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136 | (2) |
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136 | (1) |
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136 | (1) |
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137 | (1) |
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138 | (1) |
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138 | (5) |
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139 | (1) |
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Designing Holistic Marketing Activities |
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140 | (2) |
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Leveraging Secondary Associations |
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142 | (1) |
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143 | (1) |
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143 | (1) |
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143 | (1) |
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144 | (1) |
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144 | (2) |
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144 | (1) |
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144 | (1) |
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145 | (1) |
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Developing A Brand Strategy |
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146 | (4) |
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The Branding Decision: To Brand or Not to Brand? |
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146 | (2) |
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148 | (1) |
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149 | (1) |
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150 | (1) |
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151 | (3) |
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Creating Positioning and Dealing with Competition |
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154 | (23) |
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Developing and Communicating a Positioning Strategy |
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155 | (4) |
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Competitive Frame of Reference |
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156 | (1) |
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Points-of-Parity and Points-of-Difference |
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156 | (1) |
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Establishing Category Membership |
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157 | (1) |
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157 | (1) |
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158 | (1) |
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Differentiation Strategies |
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159 | (2) |
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159 | (1) |
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160 | (1) |
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Personnel Differentiation |
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161 | (1) |
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161 | (1) |
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161 | (1) |
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Competitive Forces and Competitors |
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161 | (4) |
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162 | (1) |
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Industry Concept of Competition |
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163 | (1) |
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Market Concept of Competition |
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164 | (1) |
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165 | (2) |
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166 | (1) |
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166 | (1) |
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166 | (1) |
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167 | (1) |
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167 | (6) |
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167 | (3) |
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Other Competitive Strategies |
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170 | (2) |
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Market-Follower Strategies |
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172 | (1) |
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172 | (1) |
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Balancing Customer and Competitor Orientations |
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172 | (1) |
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173 | (1) |
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174 | (3) |
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Part IV SHAPING THE MARKET OFFERINGS |
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177 | (62) |
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Setting Product Strategy and Marketing Through the Life Cycle |
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177 | (23) |
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Product Characteristics and Classifications |
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178 | (2) |
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178 | (1) |
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179 | (1) |
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180 | (2) |
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180 | (1) |
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181 | (1) |
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Line Modernization, Featuring, and Pruning |
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181 | (1) |
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Packaging, Labeling, Warranties, and Guarantees |
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182 | (1) |
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182 | (1) |
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183 | (1) |
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Warranties and Guarantees |
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183 | (1) |
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183 | (7) |
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Why New Products Fail---and Succeed |
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184 | (1) |
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185 | (5) |
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The Consumer Adoption Process |
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190 | (2) |
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Stages in the Adoption Process |
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191 | (1) |
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Factors Influencing the Adoption Process |
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191 | (1) |
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Marketing Through the Product Life Cycle |
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192 | (4) |
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192 | (1) |
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Marketing Strategies: Introduction Stage and the Pioneer Advantage |
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193 | (1) |
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Marketing Strategies: Growth Stage |
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193 | (1) |
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Marketing Strategies: Maturity Stage |
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194 | (1) |
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Marketing Strategies: Decline Stage |
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194 | (2) |
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Critique of the Product Life-Cycle Concept |
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196 | (1) |
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196 | (1) |
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197 | (3) |
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Designing and Managing Services |
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200 | (17) |
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201 | (3) |
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Categories of Service Mix |
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201 | (1) |
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Distinctive Characteristics of Services |
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202 | (2) |
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Marketing Strategies for Service Firms |
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204 | (4) |
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A Shifting Customer Relationship |
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204 | (1) |
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Holistic Marketing for Services |
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205 | (1) |
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206 | (1) |
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Developing Brand Strategies for Services |
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207 | (1) |
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208 | (4) |
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208 | (1) |
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Best Practices of Service-Quality Management |
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209 | (3) |
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Managing Product Support Services |
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212 | (1) |
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Identifying and Satisfying Customer Needs |
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212 | (1) |
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Post-Sale Service Strategy |
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213 | (1) |
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213 | (1) |
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214 | (3) |
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Developing Pricing Strategies and Programs |
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217 | (22) |
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218 | (1) |
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218 | (1) |
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Consumer Psychology and Pricing |
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218 | (1) |
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219 | (11) |
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Step 1: Selecting the Pricing Objective |
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220 | (1) |
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Step 2: Determining Demand |
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220 | (2) |
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222 | (1) |
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Step 4: Analyzing Competitors' Costs, Prices, and Offers |
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223 | (1) |
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Step 5: Selecting a Pricing Method |
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224 | (5) |
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Step 6: Selecting the Final Price |
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229 | (1) |
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230 | (3) |
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230 | (1) |
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Price Discounts and Allowances |
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230 | (1) |
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231 | (1) |
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232 | (1) |
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232 | (1) |
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Initiating and Responding to Price Changes |
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233 | (3) |
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233 | (1) |
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Initiating Price Increases |
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233 | (1) |
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Reactions to Price Changes |
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234 | (1) |
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Responding to Competitors' Price Changes |
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234 | (2) |
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236 | (1) |
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236 | (3) |
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239 | (39) |
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Designing and Managing Value Networks and Channels |
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239 | (20) |
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Marketing Channels and Value Networks |
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240 | (1) |
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The Importance of Channels |
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240 | (1) |
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241 | (1) |
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The Role of Marketing Channels |
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241 | (4) |
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Channel Functions and Flows |
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242 | (2) |
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244 | (1) |
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245 | (1) |
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245 | (3) |
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Analyzing Customers' Desired Service Output Levels |
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245 | (1) |
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Establishing Objectives and Constraints |
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245 | (1) |
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Identifying Major Channel Alternatives |
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246 | (1) |
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Evaluating the Major Alternatives |
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247 | (1) |
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Channel-Management Decisions |
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248 | (3) |
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Selecting Channel Members |
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248 | (1) |
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248 | (1) |
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Motivating Channel Members |
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249 | (1) |
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Evaluating Channel Members |
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249 | (1) |
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Modifying Channel Arrangements |
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249 | (2) |
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251 | (3) |
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Vertical Marketing Systems |
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251 | (1) |
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Horizontal Marketing Systems |
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252 | (1) |
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Multichannel Marketing Systems |
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252 | (1) |
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Conflict, Cooperation, and Competition |
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252 | (2) |
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Legal and Ethical Issues in Channel Relations |
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254 | (1) |
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E-Commerce Marketing Practices |
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254 | (2) |
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255 | (1) |
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Brick-and-Click Companies |
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255 | (1) |
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256 | (1) |
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256 | (3) |
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Managing Retailing, Wholesaling, and Logistics |
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259 | (19) |
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260 | (6) |
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260 | (2) |
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Retailer Marketing Decisions |
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262 | (3) |
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265 | (1) |
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266 | (1) |
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266 | (1) |
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267 | (1) |
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267 | (3) |
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The Growth and Types of Wholesaling |
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268 | (1) |
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Wholesaler Marketing Decisions |
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269 | (1) |
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270 | (1) |
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270 | (5) |
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Integrated Logistics Systems |
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270 | (2) |
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Market-Logistics Objectives |
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272 | (1) |
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Market-Logistics Decisions |
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273 | (2) |
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275 | (1) |
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275 | (1) |
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276 | (2) |
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Part VI COMMUNICATING VALUE |
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278 | (53) |
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Designing and Managing Integrated Marketing Communications |
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278 | (16) |
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The Role of Marketing Communications |
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279 | (3) |
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Marketing Communications and Brand Equity |
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279 | (1) |
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Communications Process Models |
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280 | (2) |
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Developing Effective Communications |
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282 | (6) |
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Identify the Target Audience |
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283 | (1) |
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Determine the Communications Objectives |
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283 | (1) |
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Design the Communications |
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283 | (2) |
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Select the Communications Channels |
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285 | (2) |
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Establish the Total Marketing Communications Budget |
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287 | (1) |
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Deciding on the Marketing Communications Mix |
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288 | (2) |
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Characteristics of the Marketing Communications Mix |
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288 | (1) |
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Factors in Setting the Marketing Communications Mix |
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289 | (1) |
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Measuring Communication Results |
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290 | (1) |
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Managing the Integrated Marketing Communications Process |
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290 | (1) |
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290 | (1) |
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291 | (1) |
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291 | (1) |
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292 | (2) |
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Managing Mass Communications |
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294 | (19) |
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Developing and Managing an Advertising Program |
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295 | (7) |
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295 | (1) |
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Deciding on the Advertising Budget |
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296 | (1) |
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Developing the Advertising Campaign |
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296 | (1) |
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Deciding on Media and Measuring Effectiveness |
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297 | (5) |
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302 | (4) |
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Purpose of Sales Promotion |
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302 | (1) |
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303 | (3) |
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306 | (2) |
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306 | (1) |
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307 | (1) |
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308 | (1) |
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Marketing Public Relations |
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308 | (1) |
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Major Decisions in Marketing PR |
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308 | (1) |
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309 | (1) |
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310 | (3) |
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Managing Personal Communications |
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313 | (18) |
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314 | (3) |
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The Benefits of Direct Marketing |
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314 | (1) |
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314 | (1) |
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315 | (1) |
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316 | (1) |
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Other Media for Direct-Response Marketing |
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316 | (1) |
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317 | (2) |
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The Benefits of Interactive Marketing |
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317 | (1) |
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Designing an Attractive Web Site |
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317 | (1) |
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Placing Ads and Promotion Online |
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318 | (1) |
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319 | (1) |
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Designing the Sales Force |
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319 | (4) |
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Sales Force Objectives and Strategy |
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320 | (1) |
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321 | (1) |
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321 | (1) |
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322 | (1) |
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323 | (3) |
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Recruiting and Selecting Sales Representatives |
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323 | (1) |
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Training and Supervising Sales Representatives |
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324 | (1) |
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324 | (1) |
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Motivating Sales Representatives |
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325 | (1) |
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Evaluating Sales Representatives |
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326 | (1) |
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Principles of Personal Selling |
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326 | (1) |
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326 | (1) |
|
|
|
327 | (1) |
|
|
|
327 | (1) |
|
|
|
328 | (3) |
|
Part VII CREATING SUCCESSFUL LONG-TERM GROWTH |
|
|
331 | (16) |
|
Managing Marketing in the Global Economy |
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|
331 | (16) |
|
Managing Global Marketing |
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|
332 | (5) |
|
Deciding Whether to Go Abroad |
|
|
332 | (1) |
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Deciding Which Markets to Enter |
|
|
333 | (1) |
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Deciding How to Enter the Market |
|
|
334 | (1) |
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Deciding on the Marketing Program |
|
|
335 | (2) |
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|
|
337 | (3) |
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Organizing the Marketing Department |
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337 | (3) |
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Relations with Other Departments |
|
|
340 | (1) |
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Managing the Marketing Process |
|
|
340 | (4) |
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|
|
341 | (1) |
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|
342 | (1) |
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|
342 | (2) |
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344 | (1) |
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|
|
344 | (3) |
| Glossary |
|
347 | (6) |
| Index |
|
353 | |
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