| 作者 |
| [美]菲利普·科特勒（Philip Kotler） [美]加里·阿姆斯特朗（Gary Armstrong） [新]洪瑞云（Swee Hoon Ang） [新]陈振忠（Chin Tiong Tan）[中]游汉明（Oliver Hon-Ming Yau） [新]梁绍明（Siew Meng Leong） |
| 丛书名 |
| 高等学校经济管理英文版教材 |
| 出版社 |
| 机械工业出版社 |
| ISBN |
| 9787111671268 |
| 简要 |
| 简介 |
| 内容简介书籍经济管理学书籍 本书是市场营销大师科特勒等人专门针对亚洲营销专业的学生和教师编写的一本经典教材。本书强调营销是管理可盈利的顾客关系的一门极具创造性的科学与艺术，营销人员必须高度重视顾客关系。针对这一主题，全书展开了详细的讨论。同时，本书还强调，企业要建立有生命力的品牌和品牌资产；要重视企业社会责任营销；在互联网时代，要重视在线营销。本书有丰富的关于亚洲企业的案例，特别是中国公司的营销实践与故事，分析视角独特、新颖。本书逻辑清晰，简单易懂，能够帮助读者全方位地理解市场营销。 本书可作为高等院校市场营销专业本科生及MBA的教材，也可作为市场研究人员和企业经营管理者的参考用书。 |
| 目录 |
| 出版说明 作者简介 前 言 术 语 表 第一部分 定义营销和营销过程 第1章 市场营销：管理可盈利的顾客关系 3 1.1 什么是市场营销 4 1.2 了解市场和顾客需要 6 1.3 制定顾客导向的营销战略 9 1.4 准备一项整合营销计划和项目 14 1.5 建立顾客关系 15 1.6 从顾客那里获取价值 22 1.7 营销新图景 24 1.8 什么是市场营销？把所有的整合起来 28 目标回顾／关键术语／概念讨论／概念应用／技术聚焦／道德聚焦／营销和经济／营销数字／视频案例／企业案例 第2章 企业和营销战略：合作建立顾客关系 39 2.1 企业战略规划：定义营销的作用 41 2.2 设计业务组合 46 2.3 规划营销：合作建立顾客关系 50 2.4 营销战略和营销组合 52 2.5 管理营销活动 57 2.6 衡量和管理营销投资回报率 61 目标回顾／关键术语／概念讨论／概念应用／技术聚焦／道德聚焦／营销和经济／营销数字／视频案例／企业案例 第二部分 理解市场和消费者 第3章 营销环境 71 3.1 企业的微观环境 73 3.2 企业的宏观环境 75 3.3 对营销环境做出反应 91 目标回顾／关键术语／概念讨论／概念应用／技术聚焦／道德聚焦／营销和经济／营销数字／视频案例／企业案例 第4章 管理营销信息 101 4.1 营销信息和消费者洞察 103 4.2 评估营销信息需求 105 4.3 开发营销信息 106 4.4 营销调研 109 4.5 营销信息分析 123 4.6 营销信息传播和使用 124 4.7 营销信息的其他问题 127 目标回顾／关键术语／概念讨论／概念应用／技术聚焦／道德聚焦／营销和经济／营销数字／视频案例／企业案例 第5章 消费者市场及消费者购买行为 137 5.1 消费者行为模式 139 5.2 影响消费者行为的特征 140 5.3 购买决策行为类型 155 5.4 购买决策过程 158 5.5 新产品的购买决策过程 161 目标回顾／关键术语／概念讨论／概念应用／技术聚焦／道德聚焦／营销和经济／营销数字／视频案例／企业案例 第6章 商业市场和商业购买者行为 175 6.1 商业市场 177 6.2 商业购买者行为 181 6.3 商业购买过程 188 6.4 电子采购和网上采购 190 6.5 公共机构和政府市场 194 目标回顾／关键术语／概念讨论／概念应用／技术聚焦／道德聚焦／营销和经济／营销数字／视频案例／企业案例 第三部分 设计顾客驱动营销战略和整合营销 第7章 顾客驱动营销战略：为目标顾客创造价值 205 7.1 市场细分 207 7.2 选择目标市场 219 7.3 差异化与市场定位 225 目标回顾／关键术语／概念讨论／概念应用／技术聚焦／道德聚焦／营销和经济／营销数字／视频案例／企业案例 第8章 产品、服务和品牌战略 243 8.1 什么是产品 245 8.2 产品决策 250 8.3 品牌战略：建立强大的品牌 258 8.4 服务营销 271 目标回顾／关键术语／概念讨论／概念应用／技术聚焦／道德聚焦／营销和经济／营销数字／视频案例／企业案例 第9章 新产品开发和产品生命周期战略 283 9.1 新产品开发战略 286 9.2 新产品开发流程 286 9.3 管理新产品开发 296 9.4 产品生命周期战略 299 9.5 产品和服务的额外考量 307 目标回顾／关键术语／概念讨论／概念应用／技术聚焦／道德聚焦／营销和经济／营销数字／视频案例／企业案例 第10章 产品定价：了解和获取顾客价值 317 10.1 价格是什么 319 10.2 主要的定价策略 320 10.3 其他影响定价决策的内外部因素 328 目标回顾／关键术语／概念讨论／概念应用／技术聚焦／道德聚焦／营销和经济／营销数字／视频案例／企业案例 第11章 产品定价：定价战略 343 11.1 新产品定价战略 344 11.2 产品组合定价战略 346 11.3 价格调整战略 349 11.4 价格变动 355 11.5 公共政策与定价 361 目标回顾／关键术语／概念讨论／概念应用／技术聚焦／道德聚焦／营销和经济／营销数字／视频案例／企业案例 第12章 营销渠道与供应链管理 373 12.1 供应链与价值传递网络 375 12.2 营销渠道的本质及重要性 376 12.3 渠道行为与组织 379 12.4 渠道设计决策 385 12.5 渠道管理决策 391 12.6 公共政策与分销决策 393 12.7 营销物流和供应链管理 394 目标回顾／关键术语／概念讨论／概念应用／技术聚焦／道德聚焦／营销和经济／营销数字／视频案例／企业案例 第13章 零售与批发 409 13.1 零售 410 13.2 批发 433 目标回顾／关键术语／概念讨论／概念应用／技术聚焦／道德聚焦／营销和经济／营销数字／视频案例／企业案例 第14章 传播顾客价值：整合营销传播战略 447 14.1 促销组合 449 14.2 整合营销传播 450 14.3 传播过程概述 455 14.4 开发有效营销传播的步骤 457 14.5 确定总促销预算和组合 466 14.6 营销传播的社会责任 471 目标回顾／关键术语／概念讨论／概念应用／技术聚焦／道德聚焦／营销和经济／营销数字／视频案例／企业案例 第15章 广告和公共关系 481 15.1 广告 483 15.2 设定广告目标 484 15.3 确定广告预算 485 15.4 制定广告策略 486 15.5 评价广告效果及广告投资回报率 493 15.6 广告的其他考虑因素 496 15.7 公共关系 499 15.8 公共关系的地位和影响力 500 15.9 主要的公共关系工具 501 目标回顾／关键术语／概念讨论／概念应用／技术聚焦／道德聚焦／营销和经济／营销数字／视频案例／企业案例 第16章 人员销售和销售促进 511 16.1 人员销售 512 16.2 管理销售队伍 514 16.3 人员销售的过程 525 16.4 销售促进 528 目标回顾／关键术语／概念讨论／概念应用／技术聚焦／道德聚焦／营销和经济／营销数字／视频案例／企业案例 第17章 直接营销、在线营销、社交媒体营销、移动营销 545 17.1 直接营销和数字营销 547 17.2 直接营销和数字营销的形式 550 17.3 数字和社交媒体营销 550 17.4 传统的直接营销形式 560 17.5 直接营销和数字营销的公共政策问题 563 目标回顾／关键术语／概念讨论／概念应用／技术聚焦／道德聚焦／营销和经济／营销数字／视频案例／企业案例 第四部分 营销扩展 第18章 创造竞争优势 575 18.1 竞争者分析 577 18.2 竞争战略 585 18.3 平衡顾客和竞争者导向 596 目标回顾／关键术语／概念讨论／概念应用／技术聚焦／道德聚焦／营销和经济／营销数字／视频案例／企业案例 第19章 全球市场 605 19.1 今天的全球营销 607 19.2 环视全球营销环境 608 19.3 决定是否走向全球化 614 19.4 决定进入哪些市场 615 19.5 决定如何进入市场 618 19.6 决定全球营销计划 621 19.7 决定全球营销组织 628 目标回顾／关键术语／概念讨论／概念应用／技术聚焦／道德聚焦／营销和经济／营销数字／视频案例／企业案例 第20章 可持续营销：社会责任与道德 639 20.1 可持续营销 641 20.2 市场营销的社会批评 643 20.3 消费者行动促进可持续营销 652 20.4 可持续负责任营销的商业行为 659 20.5 营销道德 663 20.6 可持续发展的企业 665 目标回顾／关键术语／概念讨论／概念应用／技术聚焦／道德聚焦／营销和经济／营销数字／视频案例／企业案例 附录A 营销计划 673 附录B 营销数字 685 参考文献 707 Contents Part 1: Defining Marketing and the Marketing Process (Chapters 1–2) Part 2: Understanding the Marketplace and Consumers (Chapters 3–6) Part 3: Designing a Customer-Driven Marketing Strategy and Integrated Mix (Chapters 7–17) Part 4: Extending Marketing (Chapters 18–20) 1 Marketing: Managing Profitable Customer Relationships 3 What is Marketing 4 Marketing Defined 5 The Marketing Process 5 Understanding the Marketplace and Customer Needs 6 Customer Needs, Wants, and Demands 6 Market Offerings—Products, Services, and Experiences 7 Customer Value and Satisfaction 7 Exchanges and Relationships 8 Markets 8 Designing a Customer-Driven Marketing Strategy 9 Selecting Customers to Serve 9 Choosing a Value Proposition 10 Marketing Management Orientations 11 Preparing an Integrated Marketing Plan and Program 14 Building Customer Relationships 15 Customer Relationship Management 15 The Changing Nature of Customer Relationships 18 Partner Relationship Management 20 Capturing Value from Customers 22 Creating Customer Loyalty and Retention 22 Growing Share of Customer 22 Building Customer Equity 23 The Changing Marketing Landscape 24 The Digital Age: Online, Mobile, and Social Media Marketing 24 Rapid Globalization 25 Sustainable Marketing—The Call for More Environmental and Social Responsibility 28 The Growth of Not-for-Profit Marketing 28 So, What is Marketing Pulling It All Together 28 Reviewing Objectives and Key Terms 31 Key Terms 32 Discussing the Concepts 33 Applying the Concepts 33 Focus on Technology 33 Focus on Ethics 34 Marketing & the Economy 34 Marketing by the Numbers 34 Video Case: Stew Leonard’s 35 Company Case: McDonald’s in the Philippines: Stung by the Bee 35 2 Company and Marketing Strategy: Partnering to Build Customer Relationships 39 Company-Wide Strategic Planning: Defining Marketing’s Role 41 Defining a Market-Oriented Mission 42 Setting Company Objectives and Goals 43 Designing the Business Portfolio 46 Analyzing the Current Business Portfolio 46 Planning Marketing: Partnering to Build Customer Relationships 50 Partnering with Other Company Departments 50 Partnering with Others in the Marketing System 51 Marketing Strategy and the Marketing Mix 52 Customer-Driven Marketing Strategy 53 Developing an Integrated Marketing Mix 55 Managing the Marketing Effort 57 Marketing Analysis 57 Marketing Planning 57 Marketing Implementation 59 Marketing Department Organization 60 Marketing Control 61 Measuring and Managing Return on Marketing Investment 61 Reviewing Objectives and Key Terms 63 Key Terms 64 Discussing the Concepts 65 Applying the Concepts 65 Focus on Technology 65 Focus on Ethics 66 Marketing & the Economy 66 Marketing by the Numbers 67 Video Case: Live Nation 67 Company Case: Dyson: Solving Customer Problems in Ways They Never Imagined 67 3 The Marketing Environment 71 The Company’s Microenvironment 73 The Company 73 Suppliers 73 Marketing Intermediaries 74 Customers 74 Competitors 75 Publics 75 The Company’s Macroenvironment 75 Demographic Environment 76 Economic Environment 79 Natural Environment 83 Technological Environment 85 Political Environment 86 Cultural Environment 88 Responding to the Marketing Environment 91 Reviewing Objectives and Key Terms 93 Key Terms 94 Discussing the Concepts 94 Applying the Concepts 94 Focus on Technology 95 Focus on Ethics 95 Marketing & the Economy 95 Marketing by the Numbers 96 Video Case: TOMS Shoes 96 Company Case: Battling the Marketing Environment’s “Perfect Storm” 97 4 Managing Marketing Information 101 Marketing Information and Customer Insights 103 Marketing Information and Today s “Big Data” 104 Assessing Marketing Information Needs 105 Developing Marketing Information 106 Internal Data 106 Competitive Marketing Intelligence 107 Marketing Research 109 Defining the Problem and Research Objectives 109 Developing the Research Plan 109 Gathering Secondary Data 110 Primary Data Collection 112 Implementing the Research Plan 122 Interpreting and Reporting the Findings 122 Analyzing Marketing Information 123 Customer Relationship Management (CRM) 123 Distributing and Using Marketing Information 124 Other Marketing Information Considerations 127 Marketing Research in Small Businesses and Non-Profit Organizations 127 International Marketing Research 128 Public Policy and Ethics in Marketing Research 130 Reviewing Objectives and Key Terms 131 Key Terms 132 Discussing the Concepts 132 Applying the Concepts 133 Focus on Technology 133 Focus on Ethics 133 Marketing & the Economy 134 Marketing by the Numbers 134 Video Case: Radian6 134 Company Case: HSBC: Banking on Understanding Customers 135 5 Consumer Markets and Consumer Buyer Behavior 137 Model of Consumer Behavior 139 Characteristics Affecting Consumer Behavior 140 Cultural Factors 140 Social Factors 142 Personal Factors 145 Psychological Factors 150 Types of Buying Decision Behavior 155 Complex Buying Behavior 155 Dissonance-Reducing Buying Behavior 156 Habitual Buying Behavior 156 Variety-Seeking Buying Behavior 157 The Buyer Decision Process 158 Need Recognition 158 Information Search 159 Evaluation of Alternatives 159 Purchase Decision 160 Post-Purchase Behavior 160 The Buyer Decision Process for New Products 161 Stages in the Adoption Process 164 Individual Differences in Innovativeness 164 Influence of Product Characteristics on Rate of Adoption 165 Reviewing Objectives and Key Terms 167 Key Terms 168 Discussing the Concepts 169 Applying the Concepts 169 Focus on Technology 169 Focus on Ethics 170 Marketing & the Economy 170 Marketing by the Numbers 170 Video Case: Radian6 171 Company Case: Abercrombie & Fitch: The Asian Hurdle 171 6 Business Markets and Business Buyer Behavior 175 Business Markets 177 Market Structure and Demand 178 Nature of the Buying Unit 179 Types of Decisions and the Decision Process 179 Business Buyer Behavior 181 Major Types of Buying Situations 182 Participants in the Business Buying Process 183 Major Influences on Business Buyers 184 The Business Buying Process 188 Problem Recognition 188 E-Procurement: and Online Purchasing 190 Institutional and Government Markets 194 Institutional Markets 194 Government Markets 194 Reviewing Objectives and Key Terms 196 Key Terms 197 Discussing the Concepts 197 Applying the Concepts 197 Focus on Technology 198 Focus on Ethics 198 Marketing & the Economy 198 Marketing by the Numbers 199 Video Case: Eaton 199 Company Case: Cisco Systems: Solving Business Problems Through Collaboration 199 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers 205 Market Segmentation 207 Segmenting Consumer Markets 207 Segmenting Business Markets 216 Segmenting International Markets 217 Requirements for Effective Segmentation 218 Market Targeting 219 Evaluating Market Segments 219 Selecting Target Market Segments 220 Socially Responsible Target Marketing 225 Differentiation and Positioning 225 Positioning Maps 229 Choosing a Differentiation and Positioning Strategy 229 Communicating and Delivering the Chosen Position 234 Reviewing Objectives and Key Terms 236 Key Terms 237 Discussing the Concepts 237 Applying the Concepts 238 Focus on Technology 238 Focus on Ethics 238 Marketing & the Economy 239 Marketing by the Numbers 239 Video Case: Meredith 239 Company Case: Best Buy: Not the Best Buy in China 240 8 Product, Services, and Branding Strategy 243 What is a Product 245 Products, Services, and Experiences 245 Levels of Products and Services 246 Product and Service Classifications 246 Product Decisions 250 Individual Product Decisions 250 Product Line Decisions 255 Product Mix Decisions 257 Branding Strategy: Building Strong Brands 258 Brand Equity 259 Building Strong Brands 259 Managing Brands 270 Services Marketing 271 The Nature and Characteristics of a Service 271 Marketing Strategies for Service Firms 272 Reviewing Objectives and Key Terms 275 Key Terms 276 Discussing the Concepts 277 Applying the Concepts 277 Focus on Technology 277 Focus on Ethics 278 Marketing & the Economy 278 Marketing by the Numbers 278 Video Case: General Mills—GoGurt 279 Company Case: Garnier and Revlon: In Need of a Makeover 279 9 New-Product Development and Product Life-Cycle Strategies 283 New-Product Development Strategy 286 The New-Product Development Process 286 Idea Generation 287 Crowdsourcing 289 Idea Screening 289 Concept Development and Testing 289 Marketing Strategy Development 293 Business Analysis 294 Product Development 294 Test Marketing 295 Commercialization 296 Managing New-Product Development 296 Customer-Centered New-Product Development 296 Team-Based New-Product Development 297 Systematic New-Product Development 298 Product Life-Cycle Strategies 299 Introduction Stage 302 Growth Stage 302 Maturity Stage 303 Decline Stage 306 Additional Product and Service Considerations 307 Product Decisions and Social Responsibility 307 International Product and Services Marketing 307 Reviewing Objectives and Key Terms 310 Key Terms 311 Discussing the Concepts 311 Applying the Concepts 311 Focus on Technology 312 Focus on Ethics 312 Marketing & the Economy 313 Marketing by the Numbers 313 Video Case: General Mills–FiberOne 313 Company Case: Disneyland: Not the Happiest Place in Hong Kong 314 10 Pricing Products: Understanding and Capturing Customer Value 317 What is a Price 319 Major Pricing Strategies 320 Customer Value-Based Pricing 320 Cost-Based Pricing 323 Competition-Based Pricing 327 Other Internal and External Considerations Affecting Price Decisions 328 Overall Marketing Strategy, Objectives, and Mix 328 Organizational Considerations 332 The Market and Demand 332 Other External Factors 334 Reviewing Objectives and Key Terms 335 Key Terms 336 Discussing the Concepts 336 Applying the Concepts 337 Focus on Technology 337 Focus on Ethics 337 Marketing & the Economy 338 Marketing by the Numbers 338 Video Case: IKEA 338 Company Case: Tata Nano: The People’s Car or World’s Cheapest Car 339 11 Pricing Products: Pricing Strategies 343 New-Product Pricing Strategies 344 Market-Skimming Pricing 345 Market-Penetration Pricing 345 Product Mix Pricing Strategies 346 Product Line Pricing 346 Optional-Product Pricing 347 Captive-Product Pricing 348 By-Product Pricing 348 Product Bundle Pricing 348 Price-Adjustment Strategies 349 Discount and Allowance Pricing 349 Segmented Pricing 349 Psychological Pricing 350 Promotional Pricing 351 Geographical Pricing 352 Dynamic and Internet Pricing 353 International Pricing 354 Price Changes 355 Initiating Price Changes 355 Responding to Price Changes 360 Public Policy and Pricing 361 Pricing Within Channel Levels 362 Pricing Across Channel Levels 362 Reviewing Objectives and Key Terms 364 Key Terms 365 Discussing the Concepts 366 Applying the Concepts 366 Focus on Technology 366 Focus on Ethics 366 Marketing & the Economy 367 Marketing by the Numbers 367 Video Case: Smashburger 367 Company Case: Coach: Riding the Wave of Premium Pricing 368 12 Marketing Channels : Delivering Customer Value 373 Supply Chains and the Value Delivery Network 375 The Nature and Importance of Marketing Channels 376 How Channel Members Add Value 377 Number of Channel Levels 378 Channel Behavior and Organization 379 Channel Behavior 379 Vertical Marketing Systems 380 Horizontal Marketing Systems 382 Multichannel Distribution Systems 382 Changing Channel Organization 384 Channel Design Decisions 385 Analyzing Consumer Needs 386 Setting Channel Objectives 386 Identifying Major Alternatives 387 Evaluating the Major Alternatives 389 Designing International Distribution Channels 389 Channel Management Decisions 391 Selecting Channel Members 391 Managing and Motivating Channel Members 391 Evaluating Channel Members 392 Public Policy and Distribution Decisions 393 Marketing Logistics and Supply Chain Management 394 Nature and Importance of Marketing Logistics 394 Goals of the Logistics System 395 Major Logistics Functions 395 Integrated Logistics Management 398 Reviewing Objectives and Key Terms 402 Key Terms 403 Discussing the Concepts 404 Applying the Concepts 404 Focus on Technology 404 Focus on Ethics 404 Marketing & the Economy 405 Marketing by the Numbers 405 Video Case: Progressive 405 Company Case: Sa Sa International: The Hinterland Barrier 406 13 Retailing and Wholesaling 409 Retailing 410 Types of Retailers 412 Retailer Marketing Decisions 418 Retailing Trends and Developments 426 Wholesaling 433 Types of Wholesalers 434 Wholesaler Marketing Decisions 434 Trends in Wholesaling 437 Reviewing Objectives and Key Terms 439 Key Terms 440 Discussing the Concepts 440 Applying the Concepts 441 Focus on Technology 441 Focus on Ethics 441 Marketing & the Economy 442 Marketing by the Numbers 442 Video Case: Zappos.com 442 Company Case: Uber: Delivering People and Goods 443 14 Communicating Customer Value: Integrated Marketing Communications Strategy 447 The Promotion Mix 449 Integrated Marketing Communications 450 The New Marketing Communications Landscape Model 450 The Need for Integrated Marketing Communications 450 A View of the Communication Process 455 Steps in Developing Effective Marketing Communication 457 Identifying the Target Audience 457 Determining the Communication Objectives 457 Designing a Message 459 Choosing Communication Channels and Media 461 Selecting the Message Source 462 Collecting Feedback 463 Setting the Total Promotion Budget and Mix 466 Setting the Total Promotion Budget 466 Shaping the Overall Promotion Mix 467 Integrating the Promotion Mix 470 Socially Responsible Marketing Communication 471 Advertising and Sales Promotion 471 Personal Selling 472 Reviewing Objectives and Key Terms 473 Key Terms 474 Discussing the Concepts 474 Applying the Concepts 474 Focus on Technology 475 Focus on Ethics 475 Marketing & the Economy 476 Marketing by the Numbers 476 Video Case: CP+B 476 Company Case: Barbie Doll: Not All Girls Just Want to Have Fun 477 15 Advertising and Public Relations 481 Advertising 483 Setting Advertising Objectives 484 Setting the Advertising Budget 485 Developing Advertising Strategy 486 Creating the Advertising Message 487 Selecting Advertising Media 490 Evaluating Advertising Effectiveness and Return on Advertising Investment 493 Other Advertising Considerations 496 Organizing for Advertising 496 International Advertising Decisions 498 Public Relations 499 The Role and Impact of Public Relations 500 Major Public Relations Tools 501 Reviewing Objectives and Key Terms 503 Key Terms 504 Discussing the Concepts 504 Applying the Concepts 505 Focus on Technology 505 Focus on Ethics 505 Marketing & The Economy 506 Marketing by the Numbers 506 Video Case: E*TRADE 507 Company Case: Scoot: Is Imitation the Sincerest Form of Flattery 507 16 Personal Selling and Sales Promotion 511 Personal Selling 512 The Nature of Personal Selling 512 The Role of the Sales Force 513 Managing the Sales Force 514 Designing Sales Force Strategy and Structure 515 Recruiting and Selecting Salespeople 517 Training Salespeople 519 Compensating Salespeople 519 Supervising and Motivating Salespeople 520 Evaluating Salespeople and Sales-Force Performance 521 Social Selling: Online, Mobile, and Social Media Tools 524 The Personal Selling Process 525 Steps in the Selling Process 526 Personal Selling and Customer Relationship Management 528 Sales Promotion 528 The Rapid Growth of Sales Promotion 529 Sales Promotion Objectives 530 Major Sales Promotion Tools 530 Developing the Sales Promotion Program 536 Reviewing Objectives and Key Terms 537 Key Terms 538 Discussing the Concepts 538 Applying the Concepts 539 Focus on Technology 539 Focus on Ethics 539 Marketing & the Economy 540 Marketing by the Numbers 540 Video Case: Nestlé Waters 540 Company Case: Coca Cola: Asians Want to Share It 541 17 Direct, Online, Social Media, and Mobile Marketing 545 Direct and Digital Marketing 547 The New Direct Marketing Model 547 Rapid Growth and Benefits of Direct and Digital Marketing 547 Forms of Direct and Digital Marketing 550 Digital and Social Media Marketing 550 Mobile Marketing 551 Online Marketing 554 Social Media Marketing 557 Traditional Direct Marketing Forms 560 Direct-Mail Marketing 561 Catalog Marketing 561 Telemarketing 562 Direct-Response Television Marketing 562 Kiosk Marketing 562 Public Policy Issues in Direct and Digital Marketing 563 Irritation, Unfairness, Deception, and Fraud 563 Consumer Privacy 564 A Need for Action 564 Reviewing Objectives and Key Terms 566 Key Terms 567 Discussing the Concepts 568 Applying the Concepts 568 Focus on Technology 568 Focus on Ethics 568 Marketing & the Economy 569 Marketing by the Numbers 569 Video Case: Zappos.com 570 Company Case: Amazon.com: Creating A Direct and Satisfying Online Customer Experience 570 18 Creating Competitive Advantage 575 Competitor Analysis 577 Identifying Competitors 578 Assessing Competitors 579 Selecting Competitors to Attack and Avoid 583 Designing a Competitive Intelligence System 585 Competitive Strategies 585 Approaches to Marketing Strategy 586 Basic Competitive Strategies 587 Competitive Positions 588 Market Leader Strategies 589 Market Challenger Strategies 592 Market Follower Strategies 594 Market Nicher Strategies 594 Balancing Customer and Competitor Orientations 596 Reviewing Objectives and Key Terms 597 Key Terms 598 Discussing the Concepts 598 Applying the Concepts 598 Focus on Technology 598 Focus on Ethics 599 Marketing & the Economy 599 Marketing by the Numbers 599 Video Case: Umpqua Bank 600 Company Case: LG: Competing in India 600 19 The Global Marketplace 605 Global Marketing Today 607 Looking at the Global Marketing Environment 608 The International Trade System 608 Economic Environment 609 Political-Legal Environment 611 Cultural Environment 612 Deciding Whether to Go Global 614 Deciding Which Markets to Enter 615 Deciding How to Enter the Market 618 Exporting 619 Joint Venturing 619 Direct Investment 621 Deciding on the Global Marketing Program 621 Product 622 Promotion 623 Price 626 Distribution Channels 627 Deciding on the Global Marketing Organization 628 Reviewing Objectives and Key Terms 630 Key Terms 631 Discussing the Concepts 631 Applying the Concepts 631 Focus on Technology 632 Focus on Ethics 632 Marketing & the Economy 632 Marketing by the Numbers 633 Video Case: Monster 633 Company Case: Snickers: Achieving Promotional Integration with a Universal Appeal—Hunger 633 20 Sustainable Marketing: Social Responsibility and Ethics 639 Sustainable Marketing 641 Social Criticisms of Marketing 643 Marketing’s Impact on Individual Consumers 643 Marketing’s Impact on Society as a Whole 649 Marketing’s Impact on Other Businesses 651 Consumer Actions to Promote Sustainable Marketing 652 Consumerism 652 Environmentalism 653 Public Actions to Regulate Marketing 658 Business Actions toward Sustainable Responsible Marketing 659 Sustainable Marketing Principles 659 Societal Marketing 662 Marketing Ethic 663 The Sustainable Company 665 Reviewing Objectives and Key Terms 666 Key Terms 667 Discussing the Concepts 667 Applying the Concepts 668 Focus on Technology 668 Focus on Ethics 668 Marketing & the Economy 669 Marketing by the Numbers 669 Video Case: Land Rover 669 Company Case: Wilmar International: Addressing a Burning Issue 670 AppendixA Marketing Plan 673 AppendixB Marketing by the Numbers 685 References 707 |