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Principles of Marketing (with FREE Marketing Updates access code card)

by ;
Edition:
10th
ISBN13:

9780131088306

ISBN10:
0131088300
Format:
Package
Pub. Date:
1/1/2004
Publisher(s):
Pearson College Div
List Price: $152.00
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Summary

For the Principles of Marketing course. Ranked the #1 selling introductory marketing text, Kotler and Armstrong's Principles of Marketing provides an authoritative and practical introduction to marketing. The Tenth Edition is organized around a managing customer relationships framework that is introduced in the first two chapters, and then built upon throughout the book. Real world applications appear in every chapter and every vignette is new or has been updated. The text is complemented by an extensive ancillary package, from all new videos on VHS, online, and DVD to a new Presentation Manager CD-ROM for instructors.

Table of Contents

About the Authors v
Preface xv
Part I UNDERSTANDING MARKETING AND THE MARKETING PROCESS
2(102)
Marketing: Managing Profitable Customer Relationships
3(36)
What Is Marketing?
5(6)
Marketing Defined
5(1)
Needs, Wants, and Demands
6(1)
Marketing Offers---Products, Services, and Experiences
6(3)
Value and Satisfaction
9(1)
Exchange, Transactions, and Relationships
9(1)
Markets
10(1)
Marketing
10(1)
Marketing Management
11(4)
Customer and Demand Management
11(1)
Marketing Management Orientations
12(3)
Customer Relationship Management
15(7)
Attracting, Retaining, and Growing Customers
17(3)
Building Customer Relationships and Customer Equity
20(2)
Marketing Challenges in the New, ``Connected'' Millennium
22(11)
Technologies for Connecting
23(2)
Connecting with Customers
25(2)
Connecting with Marketing Partners
27(1)
Connecting with the World Around Us
28(4)
The New, Connected World of Marketing
32(1)
Looking Back: Reviewing the Concepts
33(1)
Reviewing the Key Terms
34(1)
Discussing the Concepts
34(1)
Applying the Concepts
34(1)
Digital Connections
35(1)
Video Short: SatMetrix: Helping to Build Customer Relationships
35(1)
Company Case: Botox: Almost Trouble-Free New Faces
36(3)
Company and Marketing Strategy: Partnering to Build Customer Relationships
39(30)
Strategic Planning
41(10)
Defining a Market-Oriented Mission
41(4)
Setting Company Objectives and Goals
45(1)
Designing the Business Portfolio
45(5)
Strategic Planning and Small Businesses
50(1)
Planning Marketing: Partnering to Build Customer Relationships
51(2)
Partnering with Others in the Company
52(1)
Partnering with Others in the Marketing System
53(1)
The Marketing Process
53(6)
Relationships with Consumers
54(2)
Marketing Strategies for Competitive Advantage
56(1)
Developing the Marketing Mix
56(3)
Managing the Marketing Effort
59(4)
Marketing Analysis
59(1)
Marketing Planning
59(1)
Marketing Implementation
59(2)
Marketing Department Organization
61(1)
Marketing Control
62(1)
The Marketing Environment
62(1)
Looking Back: Reviewing the Concepts
63(1)
Reviewing the Key Terms
64(1)
Discussing the Concepts
65(1)
Applying the Concepts
65(1)
Digital Connections
65(1)
Video Short: NerveWire: Strategic Planning for E-Commerce
66(1)
Company Case: Trap-Ease America: the Big Cheese of Mousetraps
66(3)
Marketing in the Digital Age: Making New Customer Connections
69(35)
Major Forces Shaping the Internet Age
71(2)
Digitalization and Connectivity
71(1)
The Internet Explosion
71(1)
New Types of Intermediaries
72(1)
Customization and Customerization
72(1)
Marketing Strategy in the New Digital Age
73(3)
E-Business, E-Commerce, and E-Marketing in the New Digital Age
74(1)
Benefits to Buyers
74(1)
Benefits to Sellers
75(1)
E-Commerce Domains
76(6)
B2C (Business to Consumer)
76(3)
B2B (Business to Business)
79(2)
C2C (Consumer to Consumer)
81(1)
C2B (Consumer to Business)
82(1)
Conducting E-Commerce
82(12)
Click-Only Versus Click-and-Mortar E-Marketers
82(4)
Setting Up an E-Marketing Presence
86(8)
The Promise and Challenges of E-Commerce
94(4)
The Continuing Promise of E-Commerce
96(1)
The Web's Darker Side
96(2)
Looking Back: Reviewing the Concepts
98(1)
Reviewing the Key Terms
99(1)
Discussing the Concepts
99(1)
Applying the Concepts
100(1)
Digital Connections
100(1)
Video Short: FindWhat.Com: Searching for Success
101(1)
Company Case: EBay: Connecting in China
101(2)
Case Pilot: Understanding Marketing and Marketing Processes
103(1)
Part II DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES
104(170)
The Marketing Environment
105(36)
The Company's Microenvironment
107(4)
The Company
108(1)
Suppliers
108(1)
Marketing Intermediaries
108(1)
Customers
109(1)
Competitors
109(1)
Publics
110(1)
The Company's Macroenvironment
111(21)
Demographic Environment
111(9)
Economic Environment
120(3)
Natural Environment
123(1)
Technological Environment
124(1)
Political Environment
125(2)
Cultural Environment
127(5)
Responding to the Marketing Environment
132(2)
Looking Back: Reviewing the Concepts
134(1)
Reviewing the Key Terms
135(1)
Discussing the Concepts
135(1)
Applying the Concepts
135(1)
Digital Connections
136(1)
Video Short: Strike Holdings: Rediscovering the Past
137(1)
Company Case: The Prius: Leading a Wave of Hybrids
137(4)
Managing Marketing Information
141(36)
Assessing Marketing Information Needs
143(1)
Developing Marketing Information
144(17)
Internal Data
144(1)
Marketing Intelligence
145(2)
Marketing Research
147(14)
Analyzing Marketing Information
161(2)
Customer Relationship Management (CRM)
161(2)
Distributing and Using Marketing Information
163(1)
Other Marketing Information Considerations
164(5)
Marketing Research in Small Businesses and Not-for-Profit Organizations
164(2)
International Marketing Research
166(1)
Public Policy and Ethics in Marketing Research
167(2)
Looking Back: Reviewing the Concepts
169(1)
Reviewing the Key Terms
170(1)
Discussing the Concepts
171(1)
Applying the Concepts
171(1)
Digital Connections
172(1)
Video Short: Unica: Building Better Customer Relationships
172(1)
Company Case: Enterprise Rent-A-Car: Measuring Service Quality
173(4)
Consumer Markets and Consumer Buyer Behavior
177(36)
Model of Consumer Behavior
178(1)
Characteristics Affecting Consumer Behavior
179(18)
Cultural Factors
179(4)
Social Factors
183(3)
Personal Factors
186(5)
Psychological Factors
191(6)
Types of Buying-Decision Behavior
197(1)
Complex Buying Behavior
197(1)
Dissonance-Reducing Buying Behavior
197(1)
Habitual Buying Behavior
198(1)
Variety-Seeking Buying Behavior
198(1)
The Buyer Decision Process
198(3)
Need Recognition
199(1)
Information Search
199(1)
Evaluation of Alternatives
200(1)
Purchase Decision
200(1)
Postpurchase Behavior
201(1)
The Buyer Decision Process for New Products
201(5)
Stages in the Adoption Process
203(1)
Individual Differences in Innovativeness
203(1)
Influence of Product Characteristics on Rate of Adoption
204(1)
Consumer Behavior Across International Borders
205(1)
Looking Back: Reviewing the Concepts
206(1)
Reviewing the Key Terms
207(1)
Discussing the Concepts
207(1)
Applying the Concepts
207(1)
Digital Connections
208(1)
Video Short: Zoots: Dry Cleaning--Your Way
209(1)
Company Case: The Whirlpool Duet: A Soap Opera For Kids?
209(4)
Business Markets and Business Buyer Behavior
213(24)
Business Markets
214(3)
Characteristics of Business Markets
214(3)
A Model of Business Buyer Behavior
217(1)
Business Buyer Behavior
217(11)
Major Types of Buying Situations
219(1)
Participants in the Business Buying Process
220(1)
Major Influences on Business Buyers
221(3)
The Business Buying Process
224(3)
Business Buying on the Internet
227(1)
Institutional and Government Markets
228(3)
Institutional Markets
228(1)
Government Markets
229(2)
Looking Back: Reviewing the Concepts
231(1)
Reviewing the Key Terms
232(1)
Discussing the Concepts
232(1)
Applying the Concepts
232(1)
Digital Connections
233(1)
Video Short: Whereoware: Connecting Sellers to Business Buyers
233(1)
Company Case: Emerson Process Management: Accelerating on the Internet
234(3)
Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers
237(37)
Market Segmentation
239(12)
Segmenting Consumer Markets
239(9)
Segmenting Business Markets
248(1)
Segmenting International Markets
248(2)
Requirements for Effective Segmentation
250(1)
Target Marketing
251(8)
Evaluating Market Segments
251(1)
Selecting Target Market Segments
251(6)
Socially Responsible Target Marketing
257(2)
Positioning for Competitive Advantage
259(9)
Choosing a Positioning Strategy
259(8)
Communicating and Delivering the Chosen Position
267(1)
Looking Back: Reviewing the Concepts
268(1)
Reviewing the Key Terms
269(1)
Discussing the Concepts
269(1)
Applying the Concepts
269(1)
Digital Connections
270(1)
Video Short: SmarterKids.Com: Smarter Targeting
270(1)
Company Case: GM: Downsizing the Hummer
271(2)
Case Pilot: Developing Marketing Opportunities and Strategies
273(1)
Part III DEVELOPING THE MARKETING MIX
274(290)
Product, Services, and Branding Strategies
275(38)
What Is a Product?
276(7)
Products, Services, and Experiences
277(2)
Levels of Product and Services
279(1)
Product and Service Classifications
280(3)
Product and Service Decisions
283(8)
Individual Product and Service Decisions
283(6)
Product Line Decisions
289(1)
Product Mix Decisions
290(1)
Branding Strategy: Building Strong Brands
291(7)
Brand Equity
291(1)
Building Strong Brands
292(5)
Managing Brands
297(1)
Services Marketing
298(6)
The Nature and Characteristics of a Service
299(1)
Marketing Strategies for Service Firms
299(5)
Additional Product Considerations
304(2)
Product Decisions and Social Responsibility
304(1)
International Product and Services Marketing
304(2)
Looking Back: Reviewing the Concepts
306(1)
Reviewing the Key Terms
307(1)
Discussing the Concepts
307(1)
Applying the Concepts
308(1)
Digital Connections
308(1)
Video Short: Siegelgale: Great Brands on a Compelling Promise
309(1)
Company Case: Starbucks: Brewing a Worldwide Experience
310(3)
New-Product Development and Product Life-Cycle Strategies
313(30)
New-Product Development Strategy
315(13)
Idea Generation
315(5)
Idea Screening
320(1)
Concept Development and Testing
320(2)
Marketing Strategy Development
322(1)
Business Analysis
323(1)
Product Development
323(1)
Test Marketing
324(3)
Commercialization
327(1)
Organizing for New-Product Development
327(1)
Product Life-Cycle Strategies
328(9)
Introduction Stage
332(1)
Growth Stage
332(1)
Maturity Stage
333(2)
Decline Stage
335(2)
Looking Back: Reviewing the Concepts
337(1)
Reviewing the Key Terms
338(1)
Discussing the Concepts
338(1)
Applying the Concepts
339(1)
Digital Connections
339(1)
Video Short: Sensable Technologies: Designing Products Digitally
340(1)
Company Case: Red Bull: Waking A New Market
340(3)
Pricing Considerations and Approaches
343(26)
What Is a Price?
345(2)
Factors to Consider When Setting Prices
347(10)
Internal Factors Affecting Pricing Decisions
347(5)
External Factors Affecting Pricing Decisions
352(5)
General Pricing Approaches
357(6)
Cost-Based Pricing
357(2)
Value-Based Pricing
359(2)
Competition-Based Pricing
361(2)
Looking Back: Reviewing the Concepts
363(1)
Reviewing the Key Terms
364(1)
Discussing the Concepts
364(1)
Applying the Concepts
364(1)
Digital Connections
365(1)
Video Short: Metreo: Automating Pricing?
365(1)
Company Case: DVDs: Lieberfarbian Economics?
366(3)
Pricing Strategies
369(28)
New-Product Pricing Strategies
370(2)
Market-Skimming Pricing
371(1)
Market-Penetration Pricing
371(1)
Product Mix Pricing Strategies
372(3)
Product Line Pricing
372(1)
Optional-Product Pricing
372(1)
Captive-Product Pricing
373(1)
By-Product Pricing
374(1)
Product Bundle Pricing
375(1)
Price Adjustment Strategies
375(8)
Discount and Allowance Pricing
375(1)
Segmented Pricing
376(1)
Psychological Pricing
377(1)
Promotional Pricing
378(1)
Geographical Pricing
379(3)
International Pricing
382(1)
Price Changes
383(3)
Initiating Price Changes
383(2)
Responding to Price Changes
385(1)
Public Policy and Pricing
386(5)
Pricing Within Channel Levels
387(3)
Pricing Across Channel Levels
390(1)
Looking Back: Reviewing the Concepts
391(1)
Reviewing the Key Terms
392(1)
Discussing the Concepts
392(1)
Applying the Concepts
393(1)
Digital Connections
393(1)
Video Short: Site 59: Adding Value for Customers Through Pricing
394(1)
Company Case: Southeast Bank: Free Checking?
394(3)
Marketing Channels and Supply Chain Management
397(38)
Supply Chains and the Value Delivery Network
399(1)
The Nature and Importance of Marketing Channels
400(3)
How Channel Members Add Value
401(1)
Number of Channel Levels
402(1)
Channel Behavior and Organization
403(6)
Channel Behavior
403(2)
Vertical Marketing Systems
405(2)
Horizontal Marketing Systems
407(1)
Multichannel Distribution Systems
408(1)
Changing Channel Organization
408(1)
Channel Design Decisions
409(6)
Analyzing Consumer Needs
409(2)
Setting Channel Objectives
411(1)
Identifying Major Alternatives
412(2)
Evaluating the Major Alternatives
414(1)
Designing International Distribution Channels
414(1)
Channel Management Decisions
415(3)
Selecting Channel Members
415(1)
Managing and Motivating Channel Members
416(2)
Evaluating Channel Members
418(1)
Public Policy and Distribution Decisions
418(1)
Marketing Logistics and Supply Chain Management
419(9)
The Nature and Importance of Marketing Logistics
419(1)
Goals of the Logistics System
420(1)
Major Logistics Functions
420(3)
Integrated Logistics Management
423(5)
Looking Back: Reviewing the Concepts
428(1)
Reviewing the Key Terms
429(1)
Discussing the Concepts
429(1)
Applying the Concepts
429(1)
Digital Connections
430(1)
Video Short: Celarix: Web-Based Logistics Management
431(1)
Company Case: Staples, Inc.: Revising the Strategy
431(4)
Retailing and Wholesaling
435(30)
Retailing
436(17)
Types of Retailers
436(5)
Retailer Marketing Decisions
441(6)
The Future of Retailing
447(6)
Wholesaling
453(6)
Types of Wholesalers
455(2)
Wholesaler Marketing Decisions
457(1)
Trends in Wholesaling
458(1)
Looking Back: Reviewing the Concepts
459(1)
Reviewing the Key Terms
460(1)
Discussing the Concepts
460(1)
Applying the Concepts
461(1)
Digital Connections
461(1)
Video Short: Accordia: Balancing Traditional and Online Retailing
462(1)
Company Case: Delia's: Searching for the Right Way to Connect with Teens
462(3)
Integrated Marketing Communication Strategy
465(28)
The Marketing Communications Mix
467(1)
Integrated Marketing Communications
467(4)
The Changing Communications Environment
467(1)
The Need for Integrated Marketing Communications
468(3)
A View of the Communication Process
471(1)
Steps in Developing Effective Communication
472(8)
Identifying the Target Audience
472(1)
Determining the Communication Objectives
472(1)
Designing a Message
473(3)
Choosing Media
476(3)
Selecting the Message Source
479(1)
Collecting Feedback
479(1)
Setting the Total Promotion Budget and Mix
480(6)
Setting the Total Promotion Budget
480(1)
Setting the Overall Promotion Mix
481(4)
Integrating the Promotion Mix
485(1)
Socially Responsible Marketing Communication
486(1)
Advertising and Sales Promotion
486(1)
Personal Selling
486(1)
Looking Back: Reviewing the Concepts
487(1)
Reviewing the Key Terms
488(1)
Discussing the Concepts
488(1)
Applying the Concepts
489(1)
Digital Connections
489(1)
Video Short: Schwartz Communications: Spreading the Word Through Public Relations
490(1)
Company Case: Procter & Gamble: Feeling the Heat
490(3)
Advertising, Sales Promotion, and Public Relations
493(32)
Advertising
494(15)
Setting Advertising Objectives
494(2)
Setting the Advertising Budget
496(1)
Developing Advertising Strategy
497(9)
Evaluating Advertising
506(1)
Other Advertising Considerations
507(2)
Sales Promotion
509(6)
Rapid Growth of Sales Promotion
510(1)
Sales Promotion Objectives
510(1)
Major Sales Promotion Tools
510(4)
Developing the Sales Promotion Program
514(1)
Public Relations
515(4)
The Role and Impact of Public Relations
515(2)
Major Public Relations Tools
517(2)
Looking Back: Reviewing the Concepts
519(1)
Reviewing the Key Terms
519(1)
Discussing the Concepts
519(1)
Applying the Concepts
520(1)
Digital Connections
521(1)
Video Short: Potty Perfection: Creating a Customer Experience
521(1)
Company Case: Pepsi: Promoting Nothing
522(3)
Personal Selling and Direct Marketing
525(39)
Personal Selling
526(2)
The Nature of Personal Selling
526(1)
The Role of the Sales Force
527(1)
Managing the Sales Force
528(12)
Designing Sales Force Strategy and Structure
528(5)
Recruiting and Selecting Salespeople
533(1)
Training Salespeople
534(3)
Compensating Salespeople
537(1)
Supervising Salespeople
537(2)
Evaluating Salespeople
539(1)
The Personal Selling Process
540(3)
Steps in the Selling Process
540(3)
Personal Selling and Customer Relationship Management
543(1)
Direct Marketing
543(14)
The New Direct-Marketing Model
543(1)
Benefits and Growth of Direct Marketing
544(1)
Customer Databases and Direct Marketing
544(4)
Forms of Direct Marketing
548(6)
Integrated Direct Marketing
554(1)
Public Policy and Ethical Issues in Direct Marketing
555(2)
Looking Back: Reviewing the Concepts
557(1)
Reviewing the Key Terms
558(1)
Discussing the Concepts
559(1)
Applying the Concepts
559(1)
Digital Connections
560(1)
Video Short: MarketSoft: Turning Prospects into Customers
560(1)
Company Case: Jefferson-Pilot Financial: Growing the Sales Force
561(2)
Case Pilot: Developing the Marketing Mix
563(1)
Part IV MANAGING MARKETING
564
Creating Competitive Advantage
565(28)
Competitor Analysis
567(6)
Identifying Competitors
567(1)
Assessing Competitors
568(3)
Selecting Competitors to Attack and Avoid
571(1)
Designing a Competitive Intelligence System
572(1)
Competitive Strategies
573(12)
Approaches to Marketing Strategy
573(1)
Basic Competitive Strategies
574(3)
Competitive Positions
577(1)
Market Leader Strategies
577(3)
Market Challenger Strategies
580(1)
Market Follower Strategies
581(1)
Market Nicher Strategies
582(3)
Balancing Customer and Competitor Orientations
585(1)
Looking Back: Reviewing the Concepts
586(1)
Reviewing the Key Terms
587(1)
Discussing the Concepts
587(1)
Applying the Concepts
587(1)
Digital Connections
588(1)
Video Short: Telephia: Keeping an Eye on the Competition
588(1)
Company Case: Enterprise Rent-A-Car: Selling the Dream
589(4)
The Global Marketplace
593(34)
Global Marketing into the Twenty-First Century
595(1)
Looking at the Global Marketing Environment
596(10)
The International Trade System
598(2)
Economic Environment
600(1)
Political-Legal Environment
601(1)
Cultural Environment
602(4)
Deciding Whether to Go International
606(1)
Deciding Which Markets to Enter
606(3)
Deciding How to Enter the Market
609(3)
Exporting
609(1)
Joint Venturing
610(2)
Direct Investment
612(1)
Deciding on the Global Marketing Program
612(8)
Product
613(2)
Promotion
615(2)
Price
617(1)
Distribution Channels
618(2)
Deciding on the Global Marketing Organization
620(1)
Looking Back: Reviewing the Concepts
620(1)
Reviewing the Key Terms
621(1)
Discussing the Concepts
621(1)
Applying the Concepts
622(1)
Digital Connections
622(1)
Video Short: Idiom: Translating Culture in Cyberspace
623(1)
Company Case: Wal-Mart: The Global Retailer
623(4)
Marketing and Society: Social Responsibility and Marketing Ethics
627
Social Criticisms of Marketing
629(11)
Marketing's Impact on Individual Consumers
629(7)
Marketing's Impact on Society as a Whole
636(3)
Marketing's Impact on Other Businesses
639(1)
Citizen and Public Actions to Regulate Marketing
640(7)
Consumerism
640(2)
Environmentalism
642(5)
Public Actions to Regulate Marketing
647(1)
Business Actions Toward Socially Responsible Marketing
647(9)
Enlightened Marketing
647(5)
Marketing Ethics
652(4)
Looking Back: Reviewing the Concepts
656(1)
Reviewing the Key Terms
657(1)
Discussing the Concepts
657(1)
Applying the Concepts
657(1)
Digital Connections
658(1)
Video Short: Two Hands: Doing Well by Doing Good
658(1)
Company Case: Vitango: Fighting Malnutrition
659(2)
Case Pilot: Managing Marketing
661
APPENDIX 1: Measuring and Forecasting Demand
1(8)
Measuring Current Market Demand
1(4)
Estimating Total Market Demand
1(2)
Estimating Area Market Demand
3(1)
Estimating Actual Sales and Market Shares
4(1)
Forecasting Future Demand
5(2)
Survey of Buyers' Intentions
5(1)
Composite of Sales Force Opinions
6(1)
Expert Opinion
6(1)
Test Marketing
6(1)
Past-Sales Analysis
7(1)
Leading Indicators
7(1)
Key Terms
7(2)
APPENDIX 2: Marketing Arithmetic
9
Operating Statement
9(2)
Analytic Ratios
11(1)
Markups and Markdowns
12(2)
Key Terms
14
References 1(1)
Credits 1(1)
Glossary 1(1)
Index 1


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