Principles of marketingPDF电子书下载

PART Ⅰ UNDERSTANDING MARKETING AND THE MARKETING PROCESS 2

1 Marketing in a Changing World: Creating Customer Value and Satisfaction 2

What Is Marketing? 6

Needs, Wants, and Demands 7

Products 9

Value, Satisfaction, and Quality 10

Exchange, Transactions, and Relationships 11

Markets 12

Marketing 13

Marketing Management 14

Demand Management 14

Building Profitable Customer Relationships 14

Marketing Management Philosophies 15

The Production Concept 15

The Product Concept 17

The Selling Concept 17

The Marketing Concept 19

The Societal Marketing Concept 20

Marketing Challenges into the Next Century 22

Growth of Non-Profit Marketing 22

Rapid Globalization 23

The Changing World Economy 25

The Call for More Ethics and Social Responsibility 26

The New Marketing Landscape 26

Summary 27

Key Terms 28

Discussing the Issues 28

Applying the Concepts 29

References 29

COMPANY CASE 1: DOORGUARD: TRYING TO MAKE A DENT IN THE MARKET 30

VIDEO CASE 1: ZELLERS STRIKES BACK 33

2 Strategic Planning and the Marketing Process 34

Strategic Planning 37

Defining the Company Mission 38

Setting Company Objectives and Goals 40

Designing the Business Portfolio 41

Analysing the Current Business Portfolio 41

Developing Growth Strategies 44

Planning Functional Strategies 45

The Marketing Process 47

Target Consumers 47

Marketing Strategies for Competitive Advantage 50

Developing the Marketing Mix 51

Managing the Marketing Effort 53

Marketing Analysis 54

Marketing Planning 54

Marketing Implementation 57

Marketing Department Organization 60

Marketing Control 62

The Marketing Environment 64

Summary 65

Key Terms 66

Discussing the Issues 66

Applying the Concepts 66

References 67

COMPANY CASE 2: TRAP-EASE: THE BIG CHEESE OF MOUSETRAPS 68

VIDEO CASE 2: TAKING A RISK OR PLAYING IT SAFE 70

3 The Marketing Environment 72

The Company's Microenvironment 76

The Company 76

Suppliers 76

Marketing Intermediaries 76

Customers 77

Competitors 77

Publics 77

The Company's Macroenvironment 78

Demographic Environment 78

Economic Environment 86

Natural Environment 88

Technological Environment 90

Political Environment 92

Cultural Environment 94

Responding to the Marketing Environment 98

Summary 100

Key Terms 100

Discussing the Issues 101

Applying the Concepts 101

References 102

Demographic Study: Fifty something: Don't Call Me Old 103

VIDEO CASE 3: MAIL-ORDER PHARMACY 105

COMPREHENSIVE CASE I: MASTERCARD: CHARGING THE COMPETITION 106

PART Ⅱ ANALYSING MARKET OPPORTUNITIES 110

4 Marketing Research and Information Systems 110

The Marketing Information System 114

Assessing Information Needs 114

Developing Information 115

Distributing Information 120

The Marketing Research Process 121

Defining the Problem and Research Objectives 121

Developing the Research Plan 123

Implementing the Research Plan 134

Interpreting and Reporting the Findings 135

Other Marketing Research Considerations 135

Summary 140

Key Terms 140

Discussing the Issues 140

Applying the Concepts 141

References 141

COMPANY CASE 4: ACT Ⅰ:FEELING OUT THE APPLIANCE CONTROLS MARKET 143

VIDEO CASE 4: TOUGH TO REACH 147

5 Consumer Markets and Consumer Buyer Behaviour 148

Model of Consumer Behaviour 151

Characteristics Affecting Consumer Behaviour 152

Cultural Factors 152

Social Factors 158

Personal Factors 159

Psychological Factors 163

Consumer Buying Roles 169

Types of Buying Decision Behaviour 169

Complex Buying Behaviour 169

Dissonance-Reducing Buying Behaviour 170

Habitual Buying Behaviour 170

Variety-Seeking Buying Behaviour 171

The Buyer Decision Process 171

Need Recognition 172

Information Search 172

Evaluation of Alternatives 173

Purchase Decision 174

Postpurchase Behaviour 174

The Buyer Decision Process for New Products 175

Stages in the Adoption Process 176

Individual Differences in Innovativeness 177

Influence of Product Characteristics on Rate of Adoption 178

Consumer Behaviour Across International Borders 179

Summary 181

Key Terms 182

Discussing the Issues 182

Applying the Concepts 182

References 183

COMPANY CASE 5: SHISEIDO: RETHINKING THE FUTURE 184

VIDEO CASE 5: RETURN OF A STATUS SYMBOL 186

COMPREHENSIVE CASE Ⅱ: PLEDGE: ASSESSING MARKETING STRATEGIES 187

6 Business Markets and Business Buyer Behaviour 198

Business Markets 201

Characteristics of Business Markets 201

A Model of Business Buyer Behaviour 206

Business Buyer Behaviour 206

Major Types of Buying Situations 206

Participants in the Business Buying Process 208

Major Influences on Business Buyers 208

The Business Buying Process 214

Institutional and Government Markets 217

Institutional Markets 217

Government Markets 217

Summary 220

Key Terms 220

Discussing the Issues 220

Applying the Concepts 221

References 221

COMPANY CASE 6: ACT Ⅱ CONTROLLING AN INDUSTRIAL MARKET 222

PART Ⅲ SELECTING TARGET MARKETS 228

7 Measuring and Forecasting Demand 228

Defining the Market 231

Measuring Current Market Demand 231

Estimating Total Market Demand 232

Estimating Area Market Demand 234

Estimating Actual Sales and Market Shares 236

Forecasting Future Demand 236

Survey of Buyers' Intentions 237

Composite of Sales Force Opinions 239

Expert Opinion 240

Test Marketing 241

Time-Series Analysis 241

Leading Indicators 241

Statistical Demand Analysis 242

Summary 242

Key Terms 243

Discussing the Issues 243

Applying the Concepts 244

References 244

COMPANY CASE 7: FORECASTING CHILD'S PLAY 245

VIDEO CASE 7: WHAT'S OUR MARKET SHARE? 247

8 Market Segmentation, Targeting, and Positioning for Competitive Advantage 248

Markets 250

Market Segmentation 252

Bases for Segmenting Consumer Markets 253

Segmenting Business Markets 261

Segmenting International Markets 263

Requirements for Effective Segmentation 264

Market Targeting 265

Evaluating Market Segments 265

Selecting Market Segments 266

Positioning for Competitive Advantage 271

What Is Market Positioning? 271

Positioning Strategies 271

Choosing and Implementing a Positioning Strategy 272

Summary 279

Key Terms 280

Discussing the Issues 280

Applying the Concepts 280

References 281

COMPANY CASE 8A: QUAKER OATS: DOUSING ON THE COMPETITION 281

COMPANY CASE 8B: RYKA: BE STRONG 284

VIDEO CASE 8: PASTA: CONDITIONING FOR THE U.S. MARKET 286

PART Ⅳ DEVELOPING THE MARKETING MIX 288

9 Designing Products: Products, Brands, Packaging, and Services 288

What Is a Product? 290

Product Classifications 292

Consumer Products 292

Industrial Products 293

Individual Product Decisions 294

Product Attributes 294

Branding 298

Marketers Speak Out 305

Packaging 311

Labelling 314

Product-Support Services 315

Product Line Decisions 316

Product Line Length 316

Product Line Modernization 318

Product Line Featuring 318

Product Mix Decisions 319

International Product Decisions 320

Summary 322

Key Terms 323

Discussing the Issues 323

Applying the Concepts 324

References 324

COMPANY CASE 9: COLGATE: SQUEEZING MORE FROM A BRAND NAME 326

VIDEO CASE 9: CREATING BREAD: THE STAPLE OF LIFE 328

10 Designing Products: New-Product Development and Product Life-Cycle Strategies 330

New-Product Development Strategy 333

New-Product Success and Failure 333

The New-Product Dilemma 334

The New-Product Development Process 336

Idea Generation 336

Idea Screening 337

Concept Development and Testing 338

Marketing Strategy Development 340

Business Analysis 341

Product Development 341

Test Marketing 342

Commercialization 344

Marketers Speak Out 345

Speeding Up New-Product Development 346

Product Life-Cycle Strategies 347

Introduction Stage 349

Growth Stage 350

Maturity Stage 350

Decline Stage 353

Summary 354

Key Terms 355

Discussing the Issues 355

Applying the Concepts 356

References 356

COMPANY CASE 10: INTRODUCING SPLENDA BRAND SWEETENER 357

VIDEO CASE 10: THE FRIDGE 359

11 Pricing Products: Pricing Considerations and Approaches 360

Factors to Consider When Setting Prices 363

Internal Factors Affecting Pricing Decisions 364

External Factors Affecting Pricing Decisions 369

General Pricing Approaches 374

Cost-Based Pricing 376

Value-Based Pricing 377

Competition-Based Pricing 379

Summary 380

Key Terms 381

Discussing the Issues 381

Applying the Concepts 381

References 382

COMPANY CASE 11: CANADIAN VS. AIR CANADA: SURVIVING THE FARE WARS 382

VIDEO CASE 11: UNITEL 385

12 Pricing Products: Pricing Strategies 386

New-Product Pricing Strategies 389

Market-Skimming Pricing 389

Market-Penetration Pricing 390

Product-Mix Pricing Strategies 391

Product Line Pricing 391

Optional-Product Pricing 392

Captive-Product Pricing 392

By-Product Pricing 392

Product-Bundle Pricing 393

Price-Adjustment Strategies 393

Discount and Allowance Pricing 393

Segmented Pricing 394

Psychological Pricing 395

Promotional Pricing 396

Value Pricing 397

Geographical Pricing 397

International Pricing 400

Price Changes 401

Initiating Price Changes 401

Responding to Price Changes 403

Summary 406

Key Terms 406

Discussing the Issues 407

Applying the Concepts 407

References 407

COMPANY CASE 12: CIRCUITCITY: SELLING USED CARS LIKE STEREOS 408

VIDEO CASE 12: WEDDING BELLS 410

13 Placing Products: Distribution Channels and Logistics Management 412

The Nature of Distribution Channels 416

Why Are Marketing Intermediaries Used? 416

Distribution Channel Functions 416

Number of Channel Levels 417

Channels in the Service Sector 419

Channel Behaviour and Organization 419

Channel Behaviour 420

Vertical Marketing Systems 422

Horizontal Marketing Systems 425

Hybrid Marketing Systems 426

Channel Design Decisions 427

Analysing Consumer Service Needs 428

Setting the Channel Objectives and Constraints 429

Identifying Major Alternatives 430

Evaluating the Major Alternatives 432

Designing International Distribution Channels 433

Channel Management Decisions 434

Selecting Channel Members 434

Motivating Channel Members 434

Evaluating Channel Members 435

Physical Distribution and Logistics Management 437

Nature and Importance of Physical Distribution and Marketing Logistics 437

Goals of the Logistics System 438

Major Logistics Functions 439

Integrated Logistics Management 443

Summary 445

Key Terms 446

Discussing the Issues 446

Applying the Concepts 447

References 447

COMPANY CASE 13: ICON ACOUSTICS: BYPASSING TRADITION 448

VIDEO CASE 13: THE CHANNEL NOT TAKEN 451

14 Placing Products: Retailing and Wholesaling 452

Retailing 454

Store Retailing 455

Amount of Service 455

Product Line 455

Relative Prices 460

Control of Outlets 462

Type of Store Cluster 463

Non-Store Retailing 464

Direct Marketing 464

Direct Selling 465

Automatic Vending 467

Retailer Marketing Decisions 468

Target Market and Positioning Decision 468

Product Assortment and Services Decision 468

Price Decision 472

Promotion Decision 472

Place Decision 472

The Future of Retailing 472

Wholesaling 473

Types of Wholesalers 474

Merchant Wholesalers 474

Brokers and Agents 476

Manufacturers' Sales Branches and Offices 477

Wholesaler Marketing Decisions 477

Target Market and Positioning Decision 477

Marketing Mix Decisions 477

Trends in Wholesaling 478

Summary 479

Key Terms 480

Discussing the Issues 480

Applying the Concepts 481

References 481

COMPANY CASE 14: CANADIAN RETAILING; AN INDUSTRY IN CHAOS 482

VIDEO CASE 14: BACK TO SQUARE ONE 486

15 Promoting Products: Marketing Communication Strategy 488

Steps in Developing Effective Communication 492

Identifying the Target Audience 493

Determining the Response Sought 493

Marketers Speak Out 494

Choosing a Message 495

Choosing Media 497

Selecting the Message Source 498

Collecting Feedback 499

Setting the Total Promotion Budget and Mix 500

Setting the Total Promotion Budget 500

Setting the Promotion Mix 501

The Changing Face of Marketing Communications 505

The Changing Communication Environment 506

Growth of Direct Marketing 507

Integrated Marketing Communications 511

Socially Responsible Marketing Communication 512

Advertising 512

Personal Selling 514

Direct Marketing 515

Summary 516

Key Terms 517

Discussing the Issues 518

Applying the Concepts 518

References 519

COMPANY CASE 15: AVON: A PROMOTIONAL STRATEGY MAKEOVER 520

VIDEO CASE 15: DIRECT RESPONSE-IMMEDIATE RESULTS 523

Window on the Future: Internet Marketing 524

The Explosive Growth of "The Web" 525

A Brief History of the Internet 525

The World Wide Web: An Evolving Marketing Tool 525

Understanding Empowered Consumers 526

Who Uses the Net 527

Using the Internet for Competitive Advantage 527

Enhancing Strategic Positioning 527

Creation of First-Mover Advantages 529

A New Focus for Marketing Strategy 529

The Need for Careful Segmentation 530

The Internet and Marketing Mix Decisions 531

Improved Product Decisions 531

Revised Channels of Distribution 532

Pricing and Payment 532

Communication Vehicle 533

Promotion Vehicle 533

Monitoring Effectiveness 534

The Future of Internet Marketing 535

Facilitators Who Support Internet Marketing 535

Interesting and Effective Web Sites 536

References 538

CASE STUDY—INTERNET MARKETING AT LABATT 540

16 Promoting Products: Advertising, Sales Promotion, and Public Relations 542

Advertising 545

Major Decisions in Advertising 547

Setting Objectives 547

Setting the Advertising Budget 549

Advertising Strategy 550

Advertising Evaluation 558

International Advertising Decisions 559

Sales Promotion 561

Rapid Growth of Sales Promotion 561

Purpose of Sales Promotion 562

Setting Sales-Promotion Objectives 563

Selecting Sales-Promotion Tools 563

Developing the Sales-Promotion Program 568

Public Relations 569

Major Public Relations Tools 571

Major Public Relations Decisions 572

Summary 574

Key Terms 574

Discussing the Issues 574

Applying the Concepts 575

References 575

COMPANY CASE 16: BURGER KING: SEARCHING FOR THE RIGHT MESSAGE 576

VIDEO CASE 16: EXPOSING ADVERTISING'S DARK SIDE 579

17 Promoting Products: Personal Selling and Sales Management 580

The Role of Personal Selling 582

The Nature of Personal Selling 582

The Role of the Sales Force 584

Managing the Sales Force 585

Designing Sales-Force Strategy and Structure 585

Recruiting and Selecting Salespeople 588

Training Salespeople 591

Compensating Salespeople 592

Supervising Salespeople 593

Evaluating Salespeople 596

Principles of Personal Selling 598

The Personal Selling Process 599

Steps in the Selling Process 599

Relationship Marketing 601

Summary 603

Key Terms 604

Discussing the Issues 604

Applying the Concepts 604

References 605

COMPANY CASE 17: IBM: RESTRUCTURING THE SALES FORCE 606

VIDEO CASE 17: CANADA'S HOTTEST HOME SELLER 608

PART Ⅴ MANAGING THE MARKETING EFFORT 610

18 Building Customer Relationships Through Satisfaction, Value, and Quality 610

Defining Customer Value and Satisfaction 614

Customer Value 615

Customer Satisfaction 617

Delivering Customer Value and Satisfaction 619

Value Chain 619

Value Delivery System 621

Retaining Customers 622

The Cost of Lost Customers 622

The Need for Customer Retention 623

The Key: Customer Relationship Marketing 623

The Marketers Speak Out 627

Ultimate Test: Customer Profitability 628

Implementing Total Quality Marketing 629

Total Quality Management 629

Marketing's Role in Total Quality 630

Summary 632

Key Terms 632

Discussing the Issues 632

Applying the Concepts 633

References 633

COMPANY CASE 18: OUTBACK STEAKHOUSE:BREAKING THE RULES 634

VIDEO CASE 18: BOOTS: COMPETITIVE ADVANTAGE 637

19 Creating Competitive Advantage: Competitor Analysis and Competitive Marketing Strategies 638

Competitor Analysis 641

Identifying the Company's Competitors 642

Determining Competitors' Objectives 643

Identifying Competitors' Strategies 644

Assessing Competitors' Strengths and Weaknesses 644

Estimating Competitors' Reactions 645

Selecting Competitors to Attack and Avoid 647

Designing a Competitive Intelligence System 648

Competitive Strategies 649

Basic Competitive Strategies 650

Competitive Positions 652

Market-Leader Strategies 653

Market-Challenger Strategies 657

Market-Follower Strategies 659

Market-Nicher Strategies 660

Balancing Customer and Competitor Orientations 662

Summary 663

Key Terms 664

Discussing the Issues 664

Applying the Concepts 664

References 664

COMPANY CASE 19: COMPETITION NIPS AT AIR CANADA 665

VIDEO CASE 19: SHREDDING THEIR WAY TO THE TOP 668

PART Ⅵ EXTENDING MARKETING 670

20 The Global Marketplace 670

Global Marketing into the Twenty-First Century 673

Looking at the Global Marketing Environment 675

The International Trade System 675

Marketers Speak Out 680

Economic Environment 681

Political-Legal and Ethical Environment 683

Cultural Environment 684

Deciding Whether To Go International 685

Deciding Which Market to Enter 687

Deciding How to Enter the Market 689

Exporting 689

Joint Venturing 690

Direct Investment 691

Deciding on the Global Marketing Program 693

Product 693

Promotion 694

Price 695

Distribution Channels 697

Deciding on the Global Marketing Organization 697

Summary 698

Key Terms 699

Discussing the Issues 699

Applying the Concepts 700

References 700

COMPANY CASE 20: NORPAK CORPORATION 701

VIDEO CASE 20: MISSION IMPOSSIBLE: VISITING POTENTIAL MARKETS 709

21 Marketing Services, Organizations, Persons, Places, and Ideas 710

Services Marketing 713

Nature and Characteristics of a Service 715

Marketing Strategies for Service Firms 718

International Services Marketing 723

Marketers Speak Out 724

Organization Marketing 726

Image Assessment 726

Image Planning and Control 726

Person Marketing 727

Place Marketing 729

Idea Marketing 730

Summary 732

Key Terms 732

Discussing the Issues 732

Applying the Concepts 733

References 733