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PART 1 Understanding Marketing Management 2

Chapter 1 Defining Marketing for the 21st Century 3

The Importance of Marketing 4

The Scope of Marketing 5

MARKETING MEMO The Rewards of Branding Asian Countries 8

Core Marketing Concepts 13

The New Marketing Realities 15

Company Orientations Toward the Marketplace 18

MARKETING MEMO Marketing Right and Wrong 20

BREAKTHROUGH MARKETING Nike 22

Marketing Management Tasks 28

MARKETING MEMO Marketers'Frequently Asked Questions 28

Chapter 2 Developing Marketing Strategies and Plans 33

Marketing and Customer Value 34

MARKETING INSIGHT Views on Marketing from Chief Executive Officers 42

BREAKTHROUGH MARKETING Intel 43

Corporate and Division Strategic Planning 44

MARKETING INSIGHT Creating Innovative Marketing 55

Business Unit Strategic Planning 55

MARKETING MEMO Checklist for Performing Strengths/Weaknesses Analysis 58

MARKETING INSIGHT Same Bed,Different Dreams 61

MARKETING INSIGHT Marketing's Contribution to Shareholder Value 63

Product Planning:The Nature and Contents of a Marketing Plan 64

MARK ETING MEMO Marketing Plan Criteria 64

Sample Marketing Plan:Pegasus Sports International 66

PART 2 Capturing Marketing Insights 72

Chapter 3 Gathering Information and Scanning the Environment 73

Components of a Modern Marketing Information System 74

Internal Records and Marketing Intelligence 75

MARKETING MEMO Clicking on the Competition 78

Analyzing the Macroenvironment 78

MARKETING INSIGHT Megatrends Shaping the Asian Consumer Landscape 79

The Demographic Environment 79

BREAKTHROUGH MARKETING Google 80

MARKETING INSIGHT Friends for Life 84

Other Major Macroenvironments 86

MARKETING INSIGHT Green Marketing 91

Chapter 4 Conducting Marketing Research and Forecasring Demand 99

The Marketing Research Systen 100

The Marketing Research Process 101

MARKETING INSIGHT Conducting Informative Focus Groups 104

MARKETING MEMO Questionnaire Do's and Don'ts 105

MARKETING INSIGHT Getting into Consumers'Heads With Qualitative Research 108

MARKETING INSIGHT Unnderstanding Brain Science 109

MARKETING MEMO Pros and Cons of Online Research 112

MARKETING INSIGHT Global Online Market Research Challenges 113

Marketing Research inAsia 116

Measuring Marketing Productivity 117

MARKETING INSIGHT Marketing Dashboards to Improve Effectiveness and Efficiency 119

PART 3 Connecting with Customers 130

Chapter 5 Creating Customer Value,Satisfaction,and Loyalty 131

Building CustomerValue,Satisfaction,and Loyalty 132

Maximizing Customer Lifetime Value 140

MARKETING MEMO Calculating Customer Lifetime Value 143

Cultivating Customer Relationships 144

MARKETING INSIGHT Company Response to Customer Empowerment 145

MARKETI NG MEMO Creating Customer Evangelists 149

Customer Databases and Database Marketing 152

BREAKTHROUGH MARKETING Tesco 154

Chapter 6 Analyzing Consumer Markets 159

What Influences Consumer Behavior? 160

MARKETING INSIGHT China's Young Consumers 164

MARKETING INSIGHT Face-Saving and the Chinese Consumer 166

BREAKTHROUGH MARKETING Ikea 170

Key Psychological Processes 171

The Buying Decision Process:The Five-Stage Model 179

Other Theories of Consumer Decision Making 188

MARKETING INSIGHT How Consumers Really Make Decisions 190

MARKETING MEMO Decision Traps 191

Chapter 7 Analyzing Business Markets 195

What is Organizational Buying? 196

MARKETING INSIGHT Big Sales to Small Business 197

Participants in the Business Buying Process 200

The Purchasing/Procurement Process 203

Stages in the Buying Process 204

MARKETING INSIGHT The Business-To-Business（B2B）Cyberbuying Bazaar 207

MARKETING INSIGHT The Asian B2B Environment 208

MARKETING MEMO Developing Compelling Customer Value Propositions 210

Managing Business-to-Business Customer Relationships 212

BREAKTHROUGH MARKETING General Electric 213

MARKETING INSIGHT Rules of SociaI and Business Etiquette 214

MARKETING INSIGHT Establishing Corporate Trust and Credibility 215

Relationship Marketing in the Keiretsu and Chaebol 218

Institutional and Government Markets 219

MARKETING INSIGHT Government Procurement in Korea 220

Chapter 8 Identifying Market Segments and Targets 225

Levels of Market Segmentation 226

MARKETING INSIGHT Chasing the Long Tail 230

BREAKTHROUGH MARKETING HSBC 232

Bases for Segmenting Consumer Markets 233

MARKETING INSIGHT Trading Up（and Down）:The New Consumer 239

MARKETING INSIGHT Marketing to Generation Y 240

Bases for Segmenting Business Markets 248

Marketing Targeting 250

PART 4 Building Strong Brands 258

Chapter 9 Creating Brand Equity 259

What is Brand Equity? 260

BREAKTHROUGH MARKETING Procter＆Gamble 262

MARKETING MEMO A Checklist for Developing Global Asian Brands 267

Building Brand Equity 270

MARKETING INSIGHT Applying Permission Marketing 277

Measuring Brand Equity 281

MARKETING INSIGHT The Brand Value Chain 282

Managing Brand Equity 283

MARKETING INSIGHT What is a Brand Worth? 284

Devising a Branding Strategy 287

Customer Equity 294

MARKETING MEMO 21st Century Branding 294

Chapter 10 Crafting the Brand Positioning 299

Developing and Communicating a Positioning Strategy 300

BREAKTHROUGH MARKETING Shanda Interactive Entertainment 302

MARKETING MEMO Writing a Positioning Statement 307

MARKETING MEMO How to Derive Fresh Consumer Insights to Differentiate Products and Services 308

Product Life-Cycle Marketing Strategies 310

MARKETING INSIGHT Competitive Category Dynamics 316

MARKETING MEMO How to Build a Breakaway Brand 322

Chapter 11 Dealing with Competition 327

Competitive Forces 328

Identifying Competitors 329

Analyzing Competitors 330

MARKETING INSIGHT High Growth Through Value Innovation 331

MARKETING MEMO Benchmarking to Improve Competitive Performance 334

Competitive Strategies for Market Leaders 335

BREAKTHROUGH MARKETING Accenture 336

MARKETING INSIGHT When Your Competitor Delivers More for Less 337

MARKETING INSIGHT Sun Tzu Bing Fa:Modern Strategy Insights from Ancient China 340

Other Competitive Strategies 346

MARKETING MEMO Making Smaller Better 349

MARKETING INSIGHT Counteracting Counterfeiting 351

MARKETING MEMO Niche Specialist Roles 353

MARKETING MEMO Strategies for Entering Markets Held by Incumbent Firms 353

Balancing Customer and Competitor Orientations 354

PART 5 Shaping the Market Offerings 358

Chapter 12 Setting Product Strategy 359

Product Characteristics and Classifications 360

MARKETING INSIGHT Metamarkets and Metamediaries 361

Differentiation 364

BREAKTHROUGH MARKETING Toyota 367

MARKETING INSIGHT Design as a Powerful Marketing Tool 370

Product and Brand Relationships 372

MARKET INSIGHT When Less is More 376

Packaging,Labeling,Warranties and Guarantees 383

MARKETING MEMO Making Ingredient Branding Work 384

Chapter 13 Designing and Managing Services 389

The Nature of Services 390

Marketing Strategies for Service Firms 396

MARKETING MEMO Recommendations for Improving Service Quality 397

MARKETING INSIGHT The Japanese Philosophy of Service 397

BREAKTHROUGH MARKETING Southwest Airlines 399

Managing Service Quality 404

MARKETING INSIGHT The Role of Expectations on Service Quality Perceptions 406

MARKETING MEMO Assessing E-Service Quality 407

MARKETING MEMO The Seven Deadly Sins of Service Management 409

MARKETING INSIGHT Developing Customer Interface Systems 410

Managing Service Brands 412

Managing Product Support Services 416

Chapter 14 Developing Pricing Strategies and Programs 421

Understanding Pricing 422

MARKETING INSIGHT Giving It all away 424

Setting the Price 430

BREAKTHROUGH MARKETING Ebay 443

MARKETING INSIGHT Stealth Price Increases 446

Adaptingthe Price 447

MARKETING MEMO Guidelines for Countertraders 448

Initiating and Responding to Price Changes 451

MARKETING MEMO How to Fight Low-Cost Rivals 454

PART 6 Delivering Value 458

Chapter 15 Designing and Managing Marketing Channels and Value Networks 459

Marketing Channels and Value Networks 460

The Role of Marketing Channels 463

Channel-Design Decisions 467

Channel-Management Decisions 474

MARKETING MEMO Designing a Customer-Driven Distribution System 478

Channel Integration and Systems 478

MARKETING INSIGHT The Importance of Channel Stewards 479

MARKETING MEMO Multichannel Shopping Checklist 482

Conflict,Cooperation,and Competition 483

E-Commerce Marketing Practices 486

BREAKTHROUGH MARKETING Amazon.com 488

MARKETING INSIGHT E-Tailing Lessons for the Asia Pacific 491

Chapter 16 Managing Retailing,Wholesaling,and Logistics 495

Retailing 496

MARKETING INSIGHT Enhancing Online Shopping in Asia 499

MARKETING INSIGHT Franchise Fever in Asia 500

MARKETING INSIGHT Making Labels Smarter 507

MARKETING MEMO Helping Stores to Sell 509

Private Labels 512

BREAKTHROUGH MARKETING Wal-Mart 513

MARKETING INSIGHT Feng Shui and its Application to Retailing and Marketing in the Far East 514

MARKETING MEMO How to Compete Against Store Brands 516

Wholesaling 516

Market Logistics 518

MARKETING INSIGHT Toyota's Supplier Relationships 518

PART 7 Communicating Value 526

Chapter 17 Designing and Managing Integrated Marketing Communications 527

The Role of Marketing Communications 528

Developing Effective Communications 534

MARKETING INSIGHT Celebrity Endorsements as a Strategy 538

MARKETING INSIGHT Collectivism, Consensus Appeals, and Credibility 539

MARKETING INSIGHT Comparative Advertising in Asia 540

Deciding on the Marketing Communications Mix 546

BREAKTHROUGH MARKETING Intel 547

MARKETING INSIGHT Marketing Communications and the Urban Chinese Consumer 548

Managing the Integrated Marketing Communications Process 552

MARKETING MEMO How Integrated is Your IMC Program? 554

Chapter 18 Managing Mass Communications:Advertising,Sales Promotions,Events,and Public Relations 559

Developing and Managing an Advertising Programmme 560

MARKETING INSIGHT Advertising Guidelines for Modern Asia 565

MARKETING MEMO Print Ad Evaluation Criteria 567

Deciding on Media and Measuring Effectiveness 568

MARKETING INSIGHT Playing Games with Brands 575

Sales Promotion 580

Events and Experiences 587

MARKETING INSIGHT Experiential Marketing 590

Public Relations 591

MARKETING INSIGHT Managing a Brand Crisis 592

BREAKTHROUGH MARKETING Virgin Group 594

Chapter 19 Managing personal Communications:Direct Marketing and Personal Selling 599

Direct Marketing 600

MARKETING MEMO When Your Customeris a Committee 603

Interactive Marketing 606

BREAKTHROUGH MARKETING Yahoo! 608

Word of Mouth 614

MARKETING MEMO How to Start a Buzz Fire 616

Designing the Sales Force 618

MARKETING INSIGHT Major Account Management 622

Managing the Sales Force 623

Principles of Personal Selling 630

MARKETING INSIGHT Culture and Relationship Marketing 636

PART 8 Creating Successful Long-Term Growth 640

Chapter 20 Introducing New Market Offerings 641

New-Product Options 642

Challenges in New-Product Development 643

Organizational Arrangements 647

MARKETING INSIGHT The Effects of National Culture on New-Product Development 647

Managing the Development Process:Ideas 651

MARKETING MEMO Ten Ways to Great New-Product Ideas 651

MARKETING INSIGHT P＆G's New Connect-and-Develop Approach to Innovation 652

MARKETING MEMO Seven Ways to Draw New Ideas from Your Customers 653

MARKETING INSIGHT Developing Successful High-Tech Products 654

MARKETING INSIGHT New-Idea Generation In Japanese Companies 655

Managing the Development Process:Concept to Strategy 658

Managing the Development Process:Development to Commercialization 663

BREAKTHROUGH MARKETING Apple iPod 670

The Consumer-Adoption Process 671

Chapter 21 Tapping into Global Markets 677

Competing on a Global Basis 678

BREAKTHROUGH MARKETING Samsung 678

Deciding Whether to Go Abroad 679

Deciding Which Markets to Enter 681

MARKETING INSIGHT Spotlight on Key Developing Asian Markets 683

MARKETING INSIGHT Emerging Market Companies 685

MARKETING INSIGHT China Post-WTO 688

Deciding How to Enter the Market 689

MARKETING INSIGHT Guanxi and Its Application to Marketing in Greater China 693

MARKETING MEMO Guidelines for Managing Joint Ventures in Asia 695

Deciding on the Marketing Program 696

MARKETING INSIGHT Global Standardization or Adaptation? 696

MARKETING MEMO The Ten Commandments of Global Branding 698

MARKETING INSIGHT Establishing Global Service Brands 699

MARKETING INSIGHT Unauthorized Sales—Dealing with the Gray Market and Counterfeit Products 706

Country-of-Origin Effects 709

Deciding on the Marketing Organization 711

Chapter 22 Managing a Holistic Marketing Organization 715

Trends in Marketing Practices 716

Internal Marketing 716

MARKETING MEMO Characteristics of Customer-Driven Company Departments 717

MARKETING INSIGHT Fueling Strategic Innovation 724

Socially Responsible Marketing 724

BREAKTHROUGH MARKETING Starbucks 726

MARKETING INSIGHT Confucius and Marketing in East Asia 729

MARKETING INSIGHT New Views on Corporate Social Responsibility 731

MARKETING MEMO Making a DifferenCe 734

Marketing Implementation 735

Evaluation and Control 736

The Future of Marketing 748

MARKETING MEMO Major Marketing Weaknesses 749