营销管理架构 英文版PDF电子书下载

第一部分 营销管理的含义 1

Marketing Tasks 1

1.Marketing in the Twenty-First Century 1

PARTⅠ UNDERSTANDING MARKETING MANAGEMENT 1

PARTⅠ UNDERSTANDING MARKETING MANAGEMENT 1

1.Marketing in the Twenty-First Century 1

第一章 21世纪的营销概念 1

The Scope of Marketing 2

A Broadened View of Marketing Tasks 3

The Decisions That Marketers Make 3

Marketing Concepts and Tools 4

Defining Marketing 4

Core Marketing Concepts 4

Company Orientations Toward the Marketplace 10

The Production Concept 11

The Product Concept 11

The Selling Concept 11

The Marketing Concept 12

The Societal Marketing Concept 14

How Business and Marketing Are Changing 14

Marketer Responses and Adjustments 15

Company Responses and Adjustments 15

Executive Summary 16

Notes 17

2.Building Customer Satisfaction,Value,and Retention 19

第二章 消费价值、消费者满意和消费者信誉 19

2.Building Customer Satisfaction,Value,and Retention 19

Defining Customer Value and Satisfaction 19

Customer Value 20

Customer Satisfaction 21

The Nature of High-Performance Businesses 22

Stakeholders 22

Processes 22

Resources 23

Delivering Customer Value and Satisfaction 24

Value Chain 24

Organization and Organizational Culture 24

Value Delivery Network 25

Attracting and Retaining Customers 26

Attracting Customers 26

Computing the Cost of Lost Customers 26

The Need for Customer Retention 27

Relationship Marketing: The Key 28

Customer Profitability:The Ultimate Test 31

Implementing Total Quality Management 33

Notes 35

Executive Summary 35

3.Winning Markets Through Strategic Planning,Implementation,and Control 39

3.Winming Markets Through Strategic Planning,Implementation,and Control 39

第三章 通过战略计划的制定、实施与控制赢得市场 39

Corporate and Division Strategic Planning 40

Defining the Corporate Mission 40

Estahlishing Strategic Business Units 41

Assigning Resoutrces to SBUs 42

Planning New Businesses,Downsizing Older Businesses 45

Business Strategic planning 46

Business Mission 46

SWOT Analysis 46

Goal Formulation 47

Strategy Formulation 47

Program Formulation 48

Implementation 48

The Value-Delivery Sequence 49

The Marketing Process 49

Feedback and Control 49

Steps in the Marketing Process 50

The Nature and Contents of a Marketing Plan 51

Managing the Marketing Process 52

Organization of the Marketing Deveopment 52

Building a Companywide Marketing Orientation 55

Marketing Implementation 55

Evaluating and Controlling the Marketing Process 56

Annual-Plan Control 56

Notes 60

Executive Summary 60

PARTⅣ MANAGING AND DELIVERING MARKETING PROGRAMS 63

PARTⅡ ANALYZING MARKETING OPPORTUNITIES 63

4.Understanding Markets,Market Demand,and the Marketing Environment 63

第四章 市场、市场需求以及市场环境的定义 63

第二部分 市场机会分析 63

4.Understanding Markets,Market Demand,and the Marketing Environment 63

PARTⅡ ANALYZING MARKETING OPPORTUNITIES 63

Supporting Marketing Decisions with Information,Intelligence,and Research 64

Internal Records System 64

Marketing Intelligence System 64

Marketing Research 65

Marketing Decision Support System 71

An Overview of Forecasting and Demand Measurement 71

Which Market to Measure? 71

Demand Measurement 72

Estimating Current Demand 73

Estimating Future Demand 75

Identifying and Responding to Macroenvironmental Trends and Forces 76

Demographic Emvironment 76

Economic Environment 78

Natural Environment 79

Technological Environment 80

Political Legal Environment 81

Social-Cultural Environment 81

Executive Summary 83

Shifts of Secondary Cultural Values Through Time 83

Notes 84

5.Analyzing Consumer Markets and Buyer Behavior 87

5.Analyzing Consumer Markets and Buyer Behavior 87

第五章 消费者市场及购买者行为分析 87

How and Why Consumers Buy 88

Culiural factors Influencing Buyer Behavior 88

Social Factors Influencing Buyer Behavior 89

Personal Factors Influencing Buyer Behavior 91

Psychological Factors Influencing Buyer Behavior 93

The Consumer Buying Decision Process 96

Buying Roles 96

Buying Behavior 96

The Stages of the Buying Decision Process 98

Executive Summary 102

Notes 103

6.Analyzing Business Markets and Buyer Behavior 107

6.Analyzing Business Markets and Buyer Behavior 107

第六章 组织市场及购买者行为分析 107

What Is Organizational buying? 108

The Business Market Versus the Consumer Market 108

Specialized Organizational Markets 108

Systems Buying and Selling 112

Business Buying Situations 112

Participants in the Business Buying Process 113

The Buying Center 113

Major Influences on Business Buying 114

The Purchasing/Procurement Process 117

Stage1:Problem Recognition 117

Stage2:General Need Description 118

Stage3:Product Specification 118

Stage4:Supplier Search 119

Stage5:Proposal Solicitation 119

Stage6:Supplier Selection 119

Stage8:Performance Review 120

Stage7:Order-Routime Specification 120

Executive Summary 121

Notes 121

7.Dealing with the Competition 123

Competitive Markets and Competitors 123

Competition and Marker Attractiveness 123

第七章 竞争策略 123

7.Dealing with the Competition 123

Identifying Competitors 125

Industry Concept of Competition 126

Market Concept of Competition 127

Competitor Analysis 127

Strategies 128

Objeclives 128

Strengths and Weaknesses 128

Reaction Patterns 129

The Competitive Intelligence System 130

Designing the Competitive Intelligence System 130

Selecting Competitors to Attack and to Avoid 131

Designing Competitive Strategies 132

Marker-Leader Strategies 132

Market-Challenger Strategies 135

Market-Follower Strategies 138

Market -Nicher Strategies 139

Balancing Customer and Competitor Orientations 139

Executive Summary 140

Notes 141

8.Identifying Market Segments and Selecting Target Markets 143

8.Identifying Market Segments and Selecting Target Markets 143

第八章 市场细分化及目标市场选择 143

Using Marker Segmentation 144

Levels of Market Segmentation 144

Patterns of Market Segmentation 146

Market-Segmentation Procedure 147

Segmenting Consumer and Business Markets 147

Bases for Segmenting Consumer Markets 148

Bases for Segmenting Business Maikets 152

Effeetive Segmentation 154

Evalualing Market Segments 155

Selecting and Entering Market Segments 155

Marketing Targeting Strategies 155

Ethical Choice of Market Targets 157

Targeting Multiple Segments and Supersegments 157

Executive Summary 158

Notes 158

9.Developing,Differentiating,and Positioning Products Through the Life Cycle 161

第九章 新产品开发、产品差异化以及产品定位 161

9.Developing,Differentiating,and Positioning products through the Life Cycle 161

第三部分 制定营销策略 161

PARTⅢ MAKING MARKETING DECISIONS 161

PARTⅢ MAKING MARKETING DECISIONS 161

Challenges in New Product Development 162

Types of New Products 162

Why New Products Fail-and Succeed 162

Managing New Products:Ideas to Strategy 163

Idea Screening 163

Idea Generation 163

Concept Development 164

Concept Testing 165

Business Analysis 165

Marketing Strategy Development 165

Product DeveloBment 166

Managing New Products:Development to Commercialization 166

Market Testing 167

Commercialization 168

The Consumer Adoption Process 169

Stages in the Adoption Process 169

Factors Influencing the Adoption Process 170

Marketing Through the Product Life Cycle 171

The Concept of the Product Life Cycle 171

Market Strategies:Introduction Stage 171

Market Strategies:Growth Stage 173

Market Strategies:Maturity Stage 173

Market Strategies:Decline Stage 174

Critique of the Product Life-Cycle Concept 175

Differentiation and positioning Strategy 175

Product Differentiation 176

Services Differentiation 177

Personnel Differentiation 178

Channel Differentiation 178

Image Differentiation 178

Developing and Communicating a positioning Strategy 178

Executive Summary 179

Notes 180

The product and the product Mix 183

Product levels 183

第十章 产品线和品牌管理 183

10.Managing Product Lines and Brands 183

10.Managing Product Lines and Brands 183

Product Classifications 185

Product Mix 186

Product-Line Decisions 186

Product-Line Analysis 186

Product-Line Length 187

Line Featuring and Line Pruning 187

Brand Decisions 187

What Is a Brand? 188

Brand Equity 189

Branding Challenges 189

To Brand or Not to Brand? 189

Packaging and Labeling 195

Packaging 195

Labeling 196

Executive Summary 196

Notes 197

11.Designing and Managing Services 199

The Nature of Services 199

第十一章 服务管理 199

11.Designing and Managing Servlces 199

Categories of Service Mix 200

Characteristics of services and Their Marketing Implications 200

Marketing Strategies for Service Firms 202

Managing Differentiation 204

Managing Service Quality 206

Managing Productivity 209

Managing Product Support Services 210

Presale Service Strategy 210

Postsale Service Strategy 211

Major Ttends in Ccstomet Service 211

Exective Summary 212

Notes 213

第十二章 定价管理 215

12.Designing Pricing Strategies and programs 215

12.Designing Pricing Strategies and Programs 215

Setting the Price 216

Step 1:Selecting the Pricing Objective 216

Step 2:Determining Demand 217

Step 3:Estimating Costs 219

Step 5:Selecting a Pricing Method 221

Step 4:Analyzing Competitors Costs,Prices,and Offers 221

Step 6:Selecting the Final Price 225

Adapting the price 226

Geographical Pricing 226

Price Discounts and Allowances 226

Promotional Pricing 227

Discriminatory Pricing 228

Product-Mix Pricing 229

Initiating and Responding to Price Changes 230

Initiating Price Cuts 230

Initiating Price Increases 230

Reactions to Price Changes 232

Responding to Competitors Price Changes 232

Executive Summary 233

Notes 233

第四部分 营销渠道管理 235

第十三章 营销渠道的选择和管理 235

13.Selecting and Managing Marketing Channels 235

PARTⅣ MANAGING AND DELIVERING MARKETING PROGRAMS 235

13.Selecting and Managing Marketing Channels 235

What Work Is Performed by Marketing Channels? 236

Channel Functions and Flows 236

Channel Levels 238

Service Sector Channels 239

Channel-Design Decisions 240

Analyzing Customers Desired Service Ouiput Levels 240

Establishing Objectives and Constraints 240

Identifying Major Channel Altdrnatives 241

Evaluating the Major Alternatives 242

Channel-Management Decisions 242

Training Channel Members 243

Motivating Channel Members 243

Selecting Channel Memhers 243

Evaluating Channel Members 244

Modifying Channel Arrangements 244

Channel Dynamics 245

Vertical Marketing Systems 246

Horizontal Marketing Systems 247

Multichannel Marketing Systems 247

Conflict,Coeperation,and Competition 248

Lagal and Ethical Lssues ix Channel Relations 249

Executive Summary 250

Notes 250

第十四章 零售商、批发商和售后服务的管理 253

14.Managing Retailing,Wholesaling,and Market Logistics 253

14.Managing Retailing,Wholesaling,and Market Logistics 253

Retailing 254

Types of Retailers 254

Retailer Marketing Decisions 256

Trends in Retailing 258

Wholesaling 260

The Growth and Types of Wholesaling 261

Wholesaler Marketing Decisions 261

Tiends in Wholesaling 263

Market Logistics 264

Market-Logistics Objectives 265

Market-Logistics Decisions 266

Executive Summary 269

Notes 269

第十五章 营销宣传报道策略的制定和管理 271

15.Designing and Managing Integrated Marketing Communications 271

15.Ddsigning and Managing Integrated Marketing Communications 271

Developing Effective Marketing Communications 272

Step 1:Identifying the Target Audience 272

Step 2:Determining the Communication Objectives 273

Step 3:Designing the Message 274

Step 4:Selecting Communication Channels 275

Step 6:Developing and Managing the Marketing Communications Mix 277

Step 5:Establishing the Marketing Communications Budget 277

Step 7:Measuring Results 279

Step 8:Managing the Integrated Marketing Communications Process 280

Developing and Managing the Advertising Campaign 281

Setting the Advertising Objectives 282

Deciding on the Advertsing Budget 282

Choosing the Advertising Message 282

Developing Media Strategies 284

Sales-Promotion Strategies 288

Evaluating Advertising Effectiveness 288

Purpose of Sales Promotion 289

Major Decisions in Sales Promotion 290

Public Relations Strategies 292

Marketing Public Relations 293

Major Decisions in Marketing PR 293

Executive Summary 294

Notes 295

第十六章 推销策略管理 299

Designing the Sales Force 299

16.Managing the Sales Force 299

16.Managing the Sales Force 299

Sales Force Objectives and Strategy 300

Sales Forcs Structure 301

Sales Force Size and Compensation 302

Managing the Sales Force 303

Recruiting and Selecting Sales Representatives 303

Training Sales Representatives 304

Supervising Sales Representatives 305

Motivating Sales Representatives 306

Evaluating Sales Representatives 308

Principles of Personal Selling 309

Sales Professionalism 309

Negotiation 311

Relationship Marketing 312

Executive Summary 312

Notes 313

17.Managing Direct and On-Line Marketing 317

The Growth and Benefits of Direct Marketing 317

第十七章 直接营销和网络营销的管理 317

17.Managing Direct and On-Line Marketing 317

Growth of Direct Marketing and Electronic Business 318

The Benefits of Direct Marketing 318

The Growing Use of Integrated Direct Marketing 319

Customer Databases and Direct Marketing 319

Major Channels for Direct Marketing 321

Face-to-Face Selling 321

Public and Ethical Issues in Direct Marketing 321

Direct Mail 322

Cataiog Marketing 322

Direct-Response Television Marketing 324

Kiosk Marketing 324

Telemarketing 324

Managing Electronic Commerce and On-Line Marketing 325

The On-Line Consumer 325

Conducting On-Line Marketing 326

On-Line Marketing:Advantages and Disadvantages 326

The Promise and Challenges of On-Line Marketing 329

Executive Summary 330

Notes 331

词汇表 333

GLOSSARY 333

GLOSSARY 333

INDEX 337

INDEX 337

索引 337