营销管理 分析、计划、执行与控制 第9版英文版PDF电子书下载

Part I UNDERSTANDING MARKETING MANAGEMENT 1

CHAPTER 1 Assessing Marketing's Critical Role in Organizational Performance 1

DOING BUSINESS IN THE GLOBAL ECONOMY 3

The Global Economy 3

The Income Gap 4

The Environmental Imperative and Other Business Trends 4

Technological Advances 5

Focus on the Customer 8

Other Issues 8

WHAT IS MARKETING? THE CORE CONCEPTS 9

Needs, Wants, and Demands 9

Products (Goods, Services,and Ideas) 9

Value, Cost, and Satisfaction 10

Exchange and Transactions 11

Relationships and Networks 12

Markets 13

Marketers and Prospects 14

MARKETING MANAGEMENT 14

COMMNY ORIENTATIONS TOWARD THE MARKETPLCE 17

The Production Concept 17

The Product Concept 17

The Selling Concept/Sales Concept 18

The Marketing Concept 19

The Societal Marketing Concept 27

THE RAPID ADOPTION OF MARKETING MANAGEMENT 29

In the Business Sector 29

In the Nonprofit Sector 29

In the Global Sector 31

SUMMARY 31

CONCEPT APPLICATIONS 32

NOTES 34

CHAPTFR 2 Building Customer Satisfaction Through Quality,Service, and Value 36

DEFINING CUSTOMER VALUE AND SATISFACTlON 38

Customer Value 38

Customer Satisfaction 40

DELIVERING CUSTOMER VALUE AND SATISFACTION 44

Value Chain 44

Value-Delivery Network 45

ATTRACTING AND RETAINING CUSTOMERS 46

Computing the Cost of Lost Customers 46

The Need for customer Retention 47

Relatiorship Marketing The Key 48

CUSTOMER PROFITABILITY: THE ULTIMATE TEST 52

IMPLEMENTING TOTAL QUALITY MARKETING 54

SUMMARY 58

CONCEPT APPLICATIONS 58

NOTES 61

CHAPTER 3 Winning Markets Tbrougb Market -Oriented Strategic Planning 62

THE NATURE OF HIGH-PERFORMANCE BUSINESSES 65

Stakeholders 65

Processes 66

Resources 66

Organization and Organizational Culture 67

CORPORATE AND DIVISION STRATEGIC PLANNING 68

Defining the Corporate Mission 68

Establishing Strategic Business Units 70

Assigning Resources to Each SBU 71

Planning New Businesses 77

Downsizing Older Businesses 80

BUSINESS STRATEGIC PLANNING 80

Business Mission 80

External Environment Analysis (Opportunity and Threat Analysis) 81

Internal Environment Analysis (strengths/Weaknesses Analysis) 82

Goal Formulation 84

Strategy Formulation 84

Program Formulation 87

Implementation 87

Feedback and Control 87

THE MARKETING PROCESS 88

Analyzing Marketing Opportunities 90

Developing Marketing Strategies 91

Planning Marketing Programs 92

Managing the Marketing Effort 94

PRODUCT PLANNING:THE NATURE AND CONTENTS OF A MARKETING PLAN 95

Executive Summary and Table of Contents 95

Current Marketing Situation 96

Opportunity and Issue Analysis 98

Objectives 99

Marketing Strategy 100

Action Programs 100

Projected Profit-and-Loss Statement 101

Controls 101

THE SHAPE OF MARKETING PLANNING IN THE 1900s 101

SUMMARY 102

CONCEPT APPLICATIONS 103

NOTES 106

Part Ⅱ ANALYZING MARKETING OPPORTUNITIES 108

CHAPTER 4 Managing Marketing Information and Measuring Market Demand 108

WHAT IS A MARKETING INFORMATION SYSTEM? 110

INTERNAL RECORDS SYSTEM 110

The Order-to-Payment Cycle 110

Sales Reporting Systems 111

MARKETING INTELLIGENCE SYSTEM 112

MARKETING RESEARCH SYSTEM 113

Suppliers of Marketing Research 114

The Marketing Research Process 115

The Characteristics of Good Marketing Research 124

Overcoming Barriers to the Use of Marketing Research 126

MARKETING DECISION SUPPORT SYSTEM 127

AN OVERVIEW OF FORECASTING AND DEMAND MEASUREMENT 130

Measures of Market Demand 131

Which Market to Measure? 131

A Vocabulary for Demand Measurement 132

Estimating Current Demand 135

Estimating Future Demand 139

SUmmary 141

CONCEPT APPLICATIONS 142

NOTES 144

CHAPTER 5 Scanning the Marketing Enviroment 146

ANALYZING NEEDS AND TRENDS IN THE MACROENVIRONMENT 148

IDENTIFYING AND RESPONDING TO THE MAJOR MACROENVIRONMENT FORCES 150

Demographic Environment 151

Economic Environment 156

Natural Environment 157

Technological Environment 160

Political/Legal Environment 160

Social/Cultural Environment 164

SUMMARY 166

CONCEPT APPLICATIONS 167

NOTES 169

CHAPTER 6 Analyzing Consumer Markets and Buying Behavior 170

A MODEL OF CONSUMER BEHMIOR 171

MAJOR FACTORS INFLUENCING BUYING BEHAVIOR 172

Cultural Factors 172

Social Factors 175

Personal Factors 179

Psychological Factors 181

THE BUYING PROCESS 189

Buying Roles 189

Buying Behavior 190

The Stages of the Buying Decision Process 192

SUMMARY 199

CONCEPT APPLICATIONS 199

NOTES 201

CHAPTER 7 Analyzing Business Markets and Business Buying Bebavior 203

WHAT IS ORGANIZATIONAL BUYING? 204

The Business Market versus the Consumer Market 204

Buying Situations 206

Participants in the Business Buying Process 209

Major Influences on Business Buyers 210

The Purchasing/Procurement Process 214

INSTITUTIONAL AND GOVERNMENT MANKETS 221

SUMMARY 222

CONCEPT APPLICATIONS 223

NOTES 225

CHAPTER 8 Analyzing Industries and Competitors 227

IDENTIFYNG COMPETITORS 229

Industry Concept of Competition 230

Market Concept of Competition 233

IDENTIFYING COMPETITORS' STRATEGIES 233

DETERMINING COMPETITORS' OBJECTIVES 235

ASSESSING COMPETITOR' STRENGTHS AND WEAKNESSES 236

ESTIMATING COMPETITORS' REACTION PATTRNS 238

DESIGNING THE COMPETITIVE INTELLIGENCE SYSTEM 240

SELECTING COMPETITORS TO ATTACK AND AVOID 241

BALANCING CUSTOMER AND COMPETITOR ORENTATIONS 244

SUMMARY 245

CONCEPT APPLICATIONS 245

NOTES 247

CHAPTER 9 Identifying Market Segments and Market Targets 248

MARKET SEGMENTATION 249

Levels of Market Segmentation 250

Patterns of Market Segmentation 254

Market-Segmentation Procedure 255

Bases for Segmenting Consumer Markets 256

Bases for Segmenting Business Markets 266

Requirements for Effective Segmentation 268

MARKET TARGETING 269

Evaluating the Market Segments 269

Selecting the Market Segments 269

Additional Considerations in Evaluating and Selecting Segments 272

SUMMARY 275

CONCEPT APPLICATIONS 276

NOTES 277

CHAPTER 10 279

PART Ⅲ DEVELOPING MARKETING STRATEGIES 279

Differentiating and Positioning the Market offering~ 279

TOOLS FOR COMPETITIVE DIFFERFNMATION 282

Product Differentiation 283

Services Differentiation 289

Personnel Differentiation 291

Channel Differentiation 292

Image Differentiation 292

DEVELOPING A POSITIONING STRATEGY 294

How Many Differences to Promote? 296

Which Differences to Promote? 300

COMMUNICATING THE COMPANY'S POSITIONING 301

SUMMARY 301

CONCEPT APPLICATIONS 302

NOTES 305

CHAPTER 11 Developing New Products 306

CHALLENGES IN NEW-PRODUCT DEVELOPMENT 308

EFFECTIVE ORGANIZATIONAL ARRANGEMENTS 309

MANAGING THE NEW-PRODUCT DEVELOPMENT PROCESS 311

Idea Generation 312

Idea Screening 315

Concept Development and Testing 317

Marketing Strategy Development 322

Business Analysis 323

Product Development 326

Market Testing 328

Commercialization 332

THE CONUMER-ADOPTION PROCESS 335

Stages in the Adoption Process 335

Factors Influencing the Adoption Process 336

SUMMARY 338

CONCEPT APPLICATIONS 338

NOTES 341

CHAPTER 12 Managing Life-Cycle Strategies 343

THE PRODUCT LIFE CYCLE 344

Demand/Technology Life Cycle 344

Stages in the Product Life Cycle 345

Product-Category,Product-Form,Product,and Brand Life Cycles 346

Other Shapes of the Product Life Cycle 347

The International Product Life Cycle 350

MARKETING STRATEGIES THROUGHOUT THE PLC 350

Introduction Stage 350

Growth Stage 354

Maturity Stage 355

Decline Stage 358

Summary and Critique of the Product Life-Cycle Concept 362

MARKET EVOLUTION 362

Stages in Market Evolution 364

Dynamics of Attribute Competition 367

SUMMARY 368

CONCEPT APPLICATIONS 369

NOTES 371

CHAPTER 13 Designing Marketing Strategies for Market Leaders, Challengers, Followers, and Nicbers 372

MARKet-LEADER STRATGIES 373

Expanding the Total 374

Defending Market Share 376

Expanding Market Share 382

Two Case Studies: Procter & Gamble and Caterpillar 384

MARKET-CHALLENGER STRATEGIES 387

Defining the Strategic Objective and Opponent(s) 387

Choosing a General Attack Strategy 388

Choosing a Specific Attack Strategy 391

MARKET-FOLLOWER STRATEGIES 393

MARKET-NICHER STRATEGIES 395

Niche Specialization 396

SUMMARY 397

CONCEPT APPLICATIONS 399

NOTES 400

CHAPTER 14 Designing and Managing Global Marketing Strategies 402

DECIDING WHETHER TO GO ABROAD 404

DECIDING WHICH MARKETS TO ENTER 405

DECIDING HOW TO ENTER THE MARKET 409

Indirect Export 409

Direct Export 410

Licensing 410

Joint Ventures 412

Direct Investment 412

The Internationalization Process 413

DECIDING ON THE MARKETING PROGRAM 413

Product 416

Promotion 417

Price 419

Place (Distribution Channels) 420

DECIDING ON THE MARkETING ORGANIZATION 421

Export Department 421

International Division 421

Global Organization 424

SUMMARY 425

CONCEPT APPLICATIONS 426

NOTES 427

Part Ⅳ PLANNING MARKETING PROGRAMS 429

CHAPTER 15 Managing Product Lines, Brands, and Packaging 429

WHAT IS A PRODUCT? 430

Five Levels of a Product 431

Product Hierarchy 432

Product Classifications 433

PRODUCT-MIX DECISIONS 435

PRODUCT-LINE DEClSIONS 436

Product-Line Analysis 437

Product-Line Length 438

Line Modernization 441

Line Featuring 442

Line Pruning 442

BRAND DECISIONS 442

What Is a Brand? 443

The Concept and Measurement of Brand Equity 444

Challenges in Branding 445

PACKAGING AND LABELING DECISIONS 457

Packaging 458

Labeling 459

SUMMARY 460

CONCEPT APPLICATIONS 461

NOTES 463

CHAPTER 16 Managing Service Businesses and Product Support Services 465

THE NATURE AND CLASSIFICATION OF SERVICES 467

CHARACTERSTICS OF SERVICES AND THEIR MARKETING IMPLICATIONS 468

Intangibility 469

Inseparability 469

Variability 470

Perishability 471

MARKETING STKATEGIES FOR SEBVICE FIRMS 471

Managing Differentiation 474

Managing Service Quality 476

Managing Productivity 482

MANAGING PRODUCT SUPPORT SERVICES 483

Postsale Service Strategy 485

SUMMARY 488

CONCEPT APPLICATIONS 488

NOTES 491

CHAPTER 17 Designing Pricing Strategies and Programs 493

SETTING THE PRICE 495

Selecting the Pricing Objective 496

Determining Demand 497

Estimating Costs 499

Analyzing Competitors' Costs, Prices, and Offers 502

Selecting a Pricing Method 502

Selecting the Final Price 508

ADAPTING THE PRICE 510

Geographical Pricing (Cash, Countertrade, and Barter) 510

Price Discounts and Allowances 511

Promotional Pricing 512

Discriminatory Pricing 513

Product-Mix Pricing 514

INITIATING AND RESPONDING TO PRICE CHANGES 516

Initiating Price Cuts 516

Initiating Price Increases 517

Reactions to Price Changes 520

Responding to Competitors Price Changes 521

SUMMARY 522

CONCEPT APPLICATIONS 523

NOTES 527

CHAPTER 18 Selecting and Marketing Channels 528

WHAT ARE MARKETINManagingG CHANNELS? 530

Why Are Marketing Intermediaries Used? 530

Channel Functions and Flows 531

Channel Levels 533

Channe1s in the Service Sector 534

CHANNEL-DESIGN DECISIONS 535

Analyzing Customers Desired Service Output Levels 537

Establishing the Channel Objectives and Constraints 537

Identifying the Major Channel Alternatives 538

Evaluating the Major Channel Alternatives 541

CHANNEL-MANAGEMENT DECISIONS 542

Selecting Channel Members 543

Motivating Channel Members 544

Evaluating Channel Members 545

Modifying Channel Arrangements 546

CHANNEL DYNAMICS 549

Vertical Marketing Systems 549

Horizontal Marketing Systems 551

Multichannel Marketing Systems 551

Roles of Individual Firms in a Channel 552

CHANNEL COOPERATION, CONFLICT AND COMPETITION 553

TyPes of ConfLict and Competition 553

Causes of Channel Conflict 555

Managing Channel Conflict 556

Legal and Ethical Issues in Channel Relations 557

SUMMARY 558

CONCEPT APPLICATIONS 559

NOTES 560

CHAPTER 19 Managing Retailing,Wholesaling,and Market Logistics 562

RETAILILNG 563

Types of Retailers 563

Retailer Marketing Decisions 567

Trends in Retailing 579

WHOLESALING 583

The Growth and Types of Wholesaling 584

Wholesaler Marketing Decisions 584

Trends in Wholesaling 585

MARKET LOGISTICS 589

Market-Logistics Objectives 593

Market-Logistics Decisions 594

Organizational Lessons About Market Objectives 597

SUMMARY 598

CONCEPT APPLICATIONS 599

NOTES 601

CHAPTER 20 Designing and Managing Integrated Marketing Communications 603

A VIEW OF THE COMMUNICATION PROCESS 605

DEVELOPING EFFECTIVE COMMUNICATONS 607

Identifying the Target Audience 607

Determining the Communication Objectives 610

Designing the Message 611

Selecting the Communication Channels 616

Establishing the Total Promotion Budget 620

Deciding on the Promotion Mix 622

Measuring the Promotion's Results 629

Managing and Coordinating Integrated Markering Communications 629

SUMMARY 632

CONCEPT APPLICATIONS 633

NOTES 634

CHAPTER 21 Managing Advertising,Sales Promotion,and Public Relations 636

DEVELOPING AND MANAGING AN ADVERTISING PROGRAM 637

Setting the Advertising Objectives 638

Deciding on the Advertising Budget 639

Choosing the Advertising Message 640

Deciding on the Media 648

Evaluating Advertising Effectiveness 657

SALES PROMOTION 661

The Rapid Growth of Sales Promotion 662

PurPose of Sales Promotion 662

Major Decisions in Sales Promotion 663

PUBLIC RELATIONS 671

Major Decisions in Marketing PR 673

SUMMARY 678

CONCEPT APPLICATIONS 679

NOTES 681

CHAPTER 22 Managing the Sales Force 684

DESIGNING THE SALES FORCE 686

Sales Force Objectives 686

Sales Force Strategy 688

Sales Force Structure 689

Sales Force Size 692

Sales Force Compensation 692

MANAGING THE SALES FORCE 694

Recruiting and Selecting Sales Representatives 694

Training Sales Representatives 695

Supervising Sales Representatives 696

Motivating Sales Representatives 698

Evaluating Sale Representatives 701

PRINCIPLES OF PERSONAL SELLING 704

Sales Professionalism 704

Negotiation 707

Relationship Marketing 711

SUMMARY 713

CONCEPT APPLICATIONS 713

NOTES 715

CHAPTER 23 Managing Direct and Online Marketing 717

THE GROWTH AND BENEFITS OF DIRECT MARKETING 718

The Growth of Direct Marketing and Electronic Shopping 719

The Benefits of Direct Marketing 720

CUSTOMER DATABASES AND DIRECT MARKETING 721

MAJOK CHANELS FOR DIRECT MARKETING 725

Face-to-Face Selling 725

Direct-Mail Marketing 725

Catalog Marketing 729

Telemarketing 729

Television and Other Major Media Direct-Response Marketing 730

Kiosk Marketing 730

Online Channels 730

MARKETING IN THE TWENTYFIRST CENTURY: ONLINE MARKETING 731

The Benefits of Online Marketing 731

On1ine Marketing Channels 732

THE GROWING USE OF INTEGRATED DIRECT MARKETING 737

PUBUC AND ETHICAL ISSUES IN THE USE OF DIRECT MARKETING 739

SUMMARY 740

CONCEPT APPLICATIONS 740

NOTES 742

Part V MANAGING THE MARKETING EFFORT 744

CHAPTER 24 Organizing,Implementing,Evaluating,and Controlling Marketing Activities 744

COMMANY ORGANIZATION 745

MARKETING ORGANIZATION 746

The Evolution of the Marketing Department 746

Ways of Organizing the Marketing Department 748

Marketing's Relations with Other Departments' 757

Strategies for Building a Companywide Marketing Orientation 761

MARKETING IMPLEMENTATION 763

CONTROLLING MARKETING ACTIVITY 765

Annual-Plan Control 766

Profitability Control 770

Efficiency Control 774

Strategic Control 776

SUMMARY 784

CONCEPT APPLICATIONS 785

NOTES 788