Framework for Marketing Management, A

by Kotler, Philip; Keller, Kevin

• ISBN13: 9780131452589
• ISBN10: 0131452584
• Edition: 3rd
• Format: Paperback
• Copyright: 2009-01-01
• Publisher: Pearson College Div

Summary

For the MBA Marketing Management course and/or undergraduate capstone marketing strategy course. Framework for Marketing Managementprovides authoritative marketing theory in a concise format to provide flexibility where outside cases, simulations, and projects are brought in.

Table of Contents

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