Marketing : An Introduction

by Armstrong, Gary; Kotler, Philip

• ISBN13: 9780131865914
• ISBN10: 0131865919
• Edition: 8th
• Format: Paperback
• Copyright: 2009-01-01
• Publisher: Prentice Hall

Summary

This accessible, streamlined introduction to marketing by two of today's best-selling marketing authors helps users master the basic principles and practices of modern marketing in an enjoyable and practical way. The new edition is an even more effective text than its predecessors: it is complete, easy to manage, and explains how marketing affects the big picture in business and influences specific company divisions like accounting, information technologies, finance, operations, and human resources. Updated to present the latest marketing thinking, it builds upon a framework which positions marketing as the art and science of creating value "for" customers in order to capture value "from" customers in return. An excellent resource and tool for those employed in the field of marketing and sales; especially helpful for employees of global companies.

Table of Contents

Part One Defining Marketing and the Marketing Process	2	(60)
Marketing: Managing Profitable Customer Relationships	3	(32)
What Is Marketing?	5	(1)
Marketing Defined	5	(1)
The Marketing Process	6	(1)
Understanding the Marketplace and Customer Needs	6	(3)
Customer Needs, Wants, and Demands	6	(1)
Market Offerings---Products, Services, and Experiences	7	(1)
Customer Value and Satisfaction	7	(1)
Exchanges and Relationships	8	(1)
Markets	8	(1)
Designing a Customer-Driven Marketing Strategy	9	(4)
Selecting Customers to Serve	9	(1)
Choosing a Value Proposition	9	(1)
Marketing Management Orientations	10	(3)
Preparing a Marketing Plan and Program	13	(1)
Building Customer Relationships	13	(3)
Customer Relationship Management	14	(2)
Marketing at Work 1.1---Customer Relationships: Delighting Customers	16	(4)
The Changing Nature of Customer Relationships	16	(3)
Partner Relationship Management	19	(1)
Capturing Value from Customers	20	(3)
Creating Customer Loyalty and Retention	20	(1)
Growing Share of Customer	21	(1)
Building Customer Equity	21	(2)
The New Marketing Landscape	23	(1)
Marketing at Work 1.2---Best Buy: Building the Right Relationships with the Right Customers	24	(5)
The New Digital Age	24	(2)
Rapid Globalization	26	(1)
The Call for More Ethics and Social Responsibility	27	(1)
The Growth of Not-for-Profit Marketing	28	(1)
So, What Is Marketing? Pulling It All Together	29	(6)
Rest Stop: Reviewing the Concepts	31	(1)
Navigating the Key Terms	32	(1)
Travel Log	32	(1)
Under the Hood: Focus on Technology	33	(1)
Focus on Ethics	33	(1)
Videos	33	(2)
Company and Marketing Strategy: Partnering to Build Customer Relationships	35	(27)
Companywide Strategic Planning: Defining Marketing's Role	37	(5)
Defining a Market-Oriented Mission	38	(1)
Setting Company Objectives and Goals	39	(1)
Designing the Business Portfolio	40	(2)
Marketing at Work 2.1---The Walt Disney Company: Strategic Planning for a Happy-Ever-After Ending	42	(4)
Planning Marketing: Partnering to Build Customer Relationships	46	(3)
Partnering with Other Company Departments	46	(1)
Partnering with Others in the Marketing System	47	(2)
Marketing Strategy and the Marketing Mix	49	(2)
Customer-Centered Marketing Strategy	49	(2)
Marketing at Work 2.2---Jones Soda: Staying True to Your Niche	51	(2)
Developing the Marketing Mix	52	(1)
Managing the Marketing Effort	53	(5)
Marketing Analysis	54	(1)
Marketing Planning	54	(1)
Marketing Implementation	55	(1)
Marketing Department Organization	56	(1)
Marketing Control	57	(1)
Measuring and Managing Return On Marketing	58	(4)
Rest Stop: Reviewing the Concepts	59	(1)
Navigating the Key Terms	60	(1)
Travel Log	60	(1)
Under the Hood: Focus on Technology	61	(1)
Focus on Ethics	61	(1)
Videos	61	(1)
Part Two Understanding the Marketplace and Consumers	62	(100)
The Marketing Environment	63	(32)
The Company's Microenvironment	65	(3)
The Company	65	(1)
Suppliers	66	(1)
Marketing Intermediaries	66	(1)
Customers	67	(1)
Competitors	67	(1)
Publics	67	(1)
The Company's Macroenvironment	68	(4)
Demographic Environment	68	(4)
Marketing at Work 3.1---Toyota's Scion: Targeting Gen Y Without Shouting ``Buy This Car''	72	(10)
Economic Environment	78	(2)
Natural Environment	80	(1)
Technological Environment	80	(2)
Marketing at Work 3.2---Gibson: Making Money and Leaving the World a Better Place	82	(8)
Political Environment	83	(3)
Cultural Environment	86	(4)
Responding to the Marketing Environment	90	(5)
Rest Stop: Reviewing the Concepts	91	(1)
Navigating the Key Terms	92	(1)
Travel Log	92	(1)
Under the Hood: Focus on Technology	92	(1)
Focus on Ethics	93	(1)
Videos	93	(2)
Managing Marketing Information	95	(32)
Assessing Marketing Information Needs	97	(1)
Developing Marketing Information	98	(2)
Internal Data	99	(1)
Marketing Intelligence	99	(1)
Marketing at Work 4.1---BudNet: Making Customer Information the Lifeblood of the Organization	100	(2)
Marketing Research	102	(11)
Defining the Problem and Research Objectives	102	(1)
Developing the Research Plan	103	(1)
Gathering Secondary Data	103	(2)
Primary Data Collection	105	(7)
Implementing the Research Plan	112	(1)
Interpreting and Reporting the Findings	113	(1)
Analyzing Marketing Information	113	(2)
Customer Relationship Management (CRM)	113	(2)
Distributing and Using Marketing Information	115	(1)
Other Marketing Information Considerations	116	(4)
Marketing Research in Small Businesses and Nonprofit Organizations	116	(2)
International Marketing Research	118	(1)
Public Policy and Ethics in Marketing Research	119	(1)
Marketing at Work 4.2---Video Mining	120	(7)
Rest Stop: Reviewing the Concepts	123	(1)
Navigating the Key Terms	124	(1)
Travel Log	125	(1)
Under the Hood: Focus on Technology	125	(1)
Focus on Ethics	125	(1)
Videos	125	(2)
Consumer and Business Buyer Behavior	127	(35)
Consumer Markets and Consumer Buyer Behavior	128	(16)
Model of Consumer Behavior	129	(1)
Characteristics Affecting Consumer Behavior	129	(13)
The Buyer Decision Process	142	(2)
Marketing at Work 5.1---Lexus: Delighting Customers to Keep Them Coming Back	144	(4)
The Buyer Decision Process for New Products	146	(2)
Consumer Behavior Across International Borders	148	(1)
Business Markets and Business Buyer Behavior	148	(6)
Business Markets	149	(1)
Business Buyer Behavior	150	(4)
Marketing at Work 5.2---International Marketing Manners: When in Rome, Do as the Romans Do	154	(8)
Rest Stop: Reviewing the Concepts	159	(1)
Navigating the Key Terms	160	(1)
Travel Log	160	(1)
Under the Hood: Focus on Technology	161	(1)
Focus on Ethics	161	(1)
Videos	161	(1)
Part Three Designing a Customer-Driven Marketing Strategy and Marketing Mix	162	(272)
Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers	163	(34)
Market Segmentation	165	(5)
Segmenting Consumer Markets	165	(5)
Marketing at Work 6.1---Marketing Upscale: Coddling the Well-Heeled	170	(8)
Segmenting Business Markets	175	(1)
Segmenting International Markets	175	(2)
Requirements for Effective Segmentation	177	(1)
Target Marketing	178	(7)
Evaluating Market Segments	178	(1)
Selecting Target Market Segments	178	(5)
Socially Responsible Target Marketing	183	(2)
Positioning for Competitive Advantage	185	(5)
Positioning Maps	185	(1)
Choosing a Positioning Strategy	186	(4)
Marketing at Work 6.2---Southwest's Value Proposition: ``Less for Much Less''	190	(7)
Communicating and Delivering the Chosen Position	192	(1)
Rest Stop: Reviewing the Concepts	193	(1)
Navigating the Key Terms	194	(1)
Travel Log	194	(1)
Under the Hood: Focus on Technology	195	(1)
Focus on Ethics	195	(1)
Videos	195	(2)
Product, Services, and Branding Strategy	197	(40)
What Is a Product?	199	(5)
Products, Services, and Experiences	199	(1)
Levels of Product and Services	200	(1)
Product and Service Classifications	200	(4)
Marketing at Work 7.1---The Advertising Council: Advertising for the Common Good	204	(1)
Product and Service Decisions	205	(9)
Individual Product and Service Decisions	205	(6)
Product Line Decisions	211	(2)
Product Mix Decisions	213	(1)
Branding Strategy: Building Strong Brands	214	(2)
Brand Equity	214	(1)
Building Strong Brands	215	(1)
Marketing at Work 7.2---Naming Brands: Part Science, Part Art, and More Than a Little Instinct	216	(7)
Managing Brands	222	(1)
Services Marketing	223	(3)
Nature and Characteristics of a Service	223	(1)
Marketing Strategies for Service Firms	224	(2)
Marketing at Work 7.3---The Ritz-Carlton: Taking Care of Those Who Take Care of Customers	226	(3)
Additional Product Considerations	229	(8)
Product Decisions and Social Responsibility	230	(1)
International Product and Service Marketing	230	(2)
Rest Stop: Reviewing the Concepts	232	(1)
Navigating the Key Terms	233	(1)
Travel Log	234	(1)
Under the Hood: Focus on Technology	234	(1)
Focus on Ethics	235	(1)
Videos	235	(2)
New-Product Development and Product Life-Cycle Strategies	237	(24)
New-Product Development Strategy	239	(10)
Idea Generation	240	(2)
Idea Screening	242	(1)
Concept Development and Testing	242	(2)
Marketing Strategy Development	244	(1)
Business Analysis	245	(1)
Product Development	245	(1)
Test Marketing	246	(1)
Commercialization	247	(1)
Organizing for New-Product Development	247	(2)
Marketing at Work 8.1---``Renewal'' at Nokia: A Culture of Continuous Innovation	249	(1)
Product Life-Cycle Strategies	250	(6)
Introduction Stage	252	(1)
Growth Stage	253	(1)
Maturity Stage	253	(2)
Decline Stage	255	(1)
Marketing at Work 8.2---Procter & Gamble: Working at Both Ends of the Product Life Cycle	256	(5)
Rest Stop: Reviewing the Concepts	257	(1)
Navigating the Key Terms	258	(1)
Travel Log	258	(1)
Under the Hood: Focus on Technology	259	(1)
Focus on Ethics	259	(1)
Videos	259	(2)
Pricing: Understanding and Capturing Customer Value	261	(36)
What Is Price?	263	(1)
Factors to Consider when Setting Prices	263	(7)
Customer Perceptions of Value	264	(2)
Company and Product Costs	266	(2)
Other Internal and External Considerations Affecting Price Decisions	268	(2)
Marketing at Work 9.1---Steinway: Price Is Nothing; The Steinway Experience Is Everything	270	(5)
New-Product Pricing Strategies	275	(1)
Market-Skimming Pricing	275	(1)
Market-Penetration Pricing	275	(1)
Product Mix Pricing Strategies	276	(2)
Product Line Pricing	276	(1)
Optional-Product Pricing	276	(1)
Captive-Product Pricing	277	(1)
By-Product Pricing	277	(1)
Product Bundle Pricing	278	(1)
Price-Adjustment Strategies	278	(4)
Discount and Allowance Pricing	278	(1)
Segmented Pricing	279	(1)
Psychological Pricing	280	(1)
Promotional Pricing	281	(1)
Marketing at Work 9.2---Quick, What's a Good Price for . . .? We'll Give You a Cue	282	(5)
Geographical Pricing	284	(1)
Dynamic Pricing	285	(1)
International Pricing	286	(1)
Price Changes	287	(3)
Initiating Price Changes	287	(2)
Responding to Price Changes	289	(1)
Public Policy and Pricing	290	(7)
Pricing Within Channel Levels	291	(1)
Pricing Across Channel Levels	291	(1)
Rest Stop: Reviewing the Concepts	292	(2)
Navigating the Key Terms	294	(1)
Travel Log	294	(1)
Under the Hood: Focus on Technology	294	(1)
Focus on Ethics	295	(1)
Videos	295	(2)
Marketing Channels and Supply Chain Management	297	(34)
Supply Chains and the Value Delivery Network	299	(1)
The Nature and Importance of Marketing Channels	300	(3)
How Channel Members Add Value	301	(1)
Number of Channel Levels	302	(1)
Channel Behavior and Organization	303	(7)
Channel Behavior	303	(2)
Vertical Marketing Systems	305	(2)
Horizontal Marketing Systems	307	(1)
Multichannel Distribution Systems	307	(1)
Changing Channel Organization	308	(2)
Marketing at Work 10.1---Disintermediation: The Music Industry Dances to a New iTune	310	(1)
Channel Design Decisions	310	(5)
Analyzing Consumer Needs	312	(1)
Setting Channel Objectives	312	(1)
Identifying Major Alternatives	312	(2)
Evaluating the Major Alternatives	314	(1)
Designing International Distribution Channels	314	(1)
Channel Management Decisions	315	(2)
Selecting Channel Members	316	(1)
Managing and Motivating Channel Members	316	(1)
Evaluating Channel Members	317	(1)
Public Policy and Distribution Decisions	317	(1)
Marketing Logistics and Supply Chain Management	318	(6)
Nature and Importance of Marketing Logistics	318	(1)
Goals of the Logistics System	319	(1)
Major Logistics Functions	319	(3)
Integrated Logistics Management	322	(2)
Marketing at Work 10.2---UPS: ``Let Us Manage the Supply Chain; You Focus on What You Do Best''	324	(7)
Rest Stop: Reviewing the Concepts	326	(1)
Navigating the Key Terms	327	(1)
Travel Log	328	(1)
Under the Hood: Focus on Technology	328	(1)
Focus on Ethics	329	(1)
Videos	329	(2)
Retailing and Wholesaling	331	(30)
Retailing	333	(3)
Types of Retailers	333	(3)
Marketing at Work 11.1---Wal-Mart: The World's Largest Company	336	(8)
Retailer Marketing Decisions	340	(4)
Marketing at Work 11.2---Cabela's: Creating a Sense of Wonder for People Who Hate to Shop	344	(8)
The Future of Retailing	346	(6)
Wholesaling	352	(4)
Types of Wholesalers	352	(1)
Wholesaler Marketing Decisions	352	(3)
Trends in Wholesaling	355	(1)
Marketing at Work 11.3---Grainger: Making Life Easier and More Efficient for Both Buyers and Sellers?	356	(5)
Rest Stop: Reviewing the Concepts	357	(1)
Navigating the Key Terms	358	(1)
Travel Log	358	(1)
Under the Hood: Focus on Technology	359	(1)
Focus on Ethics	359	(1)
Videos	359	(2)
Communicating Customer Value: Advertising, Sales Promotion, and Public Relations	361	(38)
The Promotion Mix	363	(1)
Integrated Marketing Communications	364	(2)
The New Marketing Communications Landscape	364	(1)
The Shifting Marketing Communications Model	364	(1)
The Need for Integrated Marketing Communications	365	(1)
Shaping the Overall Promotion Mix	366	(4)
The Nature of Each Promotion Tool	367	(2)
Promotion-Mix Strategies	369	(1)
Advertising	370	(6)
Setting Advertising Objectives	370	(1)
Setting the Advertising Budget	371	(1)
Developing Advertising Strategy	372	(4)
Marketing at Work 12.1---Madison & Vine: The New Intersection of Advertising and Entertainment	376	(5)
Marketing at Work 12.2---Alternative Media: Ads Popping Up in Unlikely Places	381	(4)
Evaluating Advertising Effectiveness and Return on Advertising Investment	382	(1)
Other Advertising Considerations	383	(1)
Organizing for Advertising	383	(2)
Sales Promotion	385	(5)
Rapid Growth of Sales Promotion	385	(1)
Sales Promotion Objectives	386	(1)
Major Sales Promotion Tools	386	(3)
Developing the Sales Promotion Program	389	(1)
Public Relations	390	(3)
The Role and Impact of Public Relations	390	(2)
Major PR Tools	392	(1)
Marketing at Work 12.3---Marketing on a Roll: Charmin's Potty Palooza	393	(6)
Rest Stop: Reviewing the Concepts	394	(1)
Navigating the Key Terms	395	(1)
Travel Log	396	(1)
Under the Hood: Focus on Technology	396	(1)
Focus on Ethics	397	(1)
Videos	397	(2)
Communicating Customer Value: Personal Selling and Direct Marketing	399	(35)
Personal Selling	401	(1)
The Nature of Personal Selling	401	(1)
The Role of the Sales Force	402	(1)
Managing the Sales Force	402	(4)
Designing Sales Force Strategy and Structure	402	(4)
Marketing at Work 13.1---Point, Click, and Sell: Welcome to the Web-Based Sales Force	406	(7)
Recruiting and Selecting Salespeople	408	(1)
Training Salespeople	409	(1)
Compensating Salespeople	410	(1)
Supervising and Motivating Salespeople	411	(2)
Evaluating Salespeople and Sales Force Performance	413	(1)
The Personal Selling Process	413	(4)
Steps in the Selling Process	414	(2)
Personal Selling and Customer Relationship Management	416	(1)
Direct Marketing	417	(1)
The New Direct Marketing Model	417	(1)
Benefits and Growth of Direct Marketing	417	(1)
Marketing at Work 13.2---Dell: Be Direct!	418	(7)
Customer Databases and Direct Marketing	420	(1)
Forms of Direct Marketing	421	(4)
Marketing at Work 13.3---Infomercials: But Wait, There's More!	425	(9)
Integrated Direct Marketing	427	(1)
Public Policy and Ethical Issues In Direct Marketing	428	(2)
Rest Stop: Reviewing the Concepts	430	(1)
Navigating the Key Terms	431	(1)
Travel Log	432	(1)
Under the Hood: Focus on Technology	432	(1)
Focus on Ethics	433	(1)
Videos	433	(1)
Part Four Extending Marketing	434
Marketing In the Digital Age	435	(30)
The Digital Age	437	(1)
Marketing Strategy in the Digital Age	437	(3)
E-business, E-commerce, and E-marketing in the Digital Age	438	(1)
Benefits to Buyers	438	(1)
Benefits to Sellers	439	(1)
E-Marketing Domains	440	(4)
B2C (Business to Consumer)	440	(2)
B2B (Business to Business)	442	(1)
C2C (Consumer to Consumer)	443	(1)
C2B (Consumer to Business)	444	(1)
Marketing on the Web	444	(8)
Click-Only Versus Click-and-Mortar E-Marketers	444	(3)
Setting Up an Online Marketing Presence	447	(5)
Marketing at Work 14.1---``We Love You, Google Users''---and You, Too, Advertisers!	452	(4)
Marketing at Work 14.2---E-Mail Marketing: The Hot Marketing Medium? Or Pestering Millions for Profit?	456	(2)
The Promise and Challenges of E-Commerce	458	(7)
The Continuing Promise of E-Commerce	458	(1)
The Web's Darker Side	458	(3)
Rest Stop: Reviewing the Concepts	461	(1)
Navigating the Key Terms	462	(1)
Travel Log	462	(1)
Under the Hood: Focus on Technology	463	(1)
Focus on Ethics	463	(1)
Videos	463	(2)
The Global Marketplace	465	(28)
Global Marketing In the Twenty-First Century	467	(1)
Looking at the Global Marketing Environment	468	(7)
The International Trade System	468	(3)
Economic Environment	471	(1)
Political-Legal Environment	472	(1)
Cultural Environment	473	(2)
Marketing at Work 15.1---Globalization Versus Americanization: Does Globalization Wear Mickey Mouse Ears?	475	(1)
Deciding Whether to Go International	476	(1)
Deciding Which Markets to Enter	477	(1)
Deciding How to Enter the Market	478	(3)
Exporting	478	(1)
Joint Venturing	479	(2)
Direct Investment	481	(1)
Deciding on the Global Marketing Program	481	(4)
Product	483	(1)
Promotion	484	(1)
Marketing at Work 15.2---Watch Your Language!	485	(4)
Price	486	(2)
Distribution Channels	488	(1)
Deciding on the Global Marketing Organization	489	(4)
Rest Stop: Reviewing the Concepts	490	(1)
Navigating the Key Terms	490	(1)
Travel Log	490	(1)
Under the Hood: Focus on Technology	491	(1)
Focus on Ethics	491	(1)
Videos	491	(2)
Marketing Ethics and Social Responsibility	493
Social Criticisms of Marketing	495	(12)
Marketing's Impact on Individual Consumers	495	(5)
Marketing at Work 16.1---The National Obesity Debate: Who's to Blame?	500	(3)
Marketing's Impact on Society As a Whole	503	(3)
Marketing's Impact on Other Businesses	506	(1)
Citizen and Public Actions to Regulate Marketing	507	(3)
Consumerism	507	(1)
Environmentalism	508	(2)
Marketing at Work 16.2---Environmental Sustainability: Generating Profits While Helping to Save the Planet	510	(3)
Public Actions to Regulate Marketing	512	(1)
Business Actions Toward Socially Responsible Marketing	513
Enlightened Marketing	513	(4)
Marketing Ethics	517	(3)
Rest Stop: Reviewing the Concepts	520	(1)
Navigating the Key Terms	521	(1)
Travel Log	521	(1)
Under the Hood: Focus on Technology	522	(1)
Focus on Ethics	522	(1)
Videos	522
Appendix 1 Video Cases	1	(1)
Appendix 2 Marketing Plan	1	(1)
Appendix 3 Marketing Math	1	(1)
Appendix 4 Careers in Marketing	1	(1)
Glossary	1	(1)
References	1	(1)
Credits	1	(1)
Index	1