PRINCIPLES OF MARKETING TENTH EDITIONPDF电子书下载

Part Ⅰ UNDERSTANDING MARKETING AND THE MARKETING PROCESS 2

CHAPTER 1: Marketing: Managing Profitable Customer Relationships 3

What Is Marketing? 5

Marketing Defined 5

Needs, Wants, and Demands 6

Marketing Offers—Products, Services, and Experiences 6

Value and Satisfaction 9

Exchange, Transactions, and Relationships 9

Markets 10

Marketing 10

Marketing Management 11

Customer and Demand Management 11

Marketing Management Orientations 12

Customer Relationship Management 15

Attracting, Retaining, and Growing Customers 17

Building Customer Relationships and Customer Equity 20

Marketing Challenges in the New, "Connected" Millennium 22

Technologies for Connecting 23

Connecting with Customers 25

Connecting with Marketing Partners 27

Connecting with the World Around Us 28

The New, Connected World of Marketing 32

Looking Back: Reviewing the Concepts 33

Reviewing the Key Terms 34

Discussing the Concepts 34

Applying the Concepts 34

Digital Connections 35

VIDEO SHORT: SATMETRIX: HELPING TO BUILD CUSTOMER RELATIONSHIPS 35

COMPANY CASE: BOTOX: ALMOST TROUBLE-FREE NEW FACES 36

CHAPTER 2: Company and Marketing Strategy: Partnering to Build Customer Relationships 39

Strategic Planning 41

Defining a Market-Oriented Mission 41

Setting Company Objectives and Goals 45

Designing the Business Portfolio 45

Strategic Planning and Small Businesses 50

Planning Marketing: Partnering to Build Customer Relationships 51

Partnering with Others in the Company 52

Partnering with Others in the Marketing System 53

The Marketing Process 53

Relationships with Consumers 54

Marketing Strategies for Competitive Advantage 56

Developing the Marketing Mix 56

Managing the Marketing Effort 59

Marketing Analysis 59

Marketing Planning 59

Marketing Implementation 59

Marketing Department Organization 61

Marketing Control 62

The Marketing Environment 62

Looking Back: Reviewing the Concepts 63

Reviewing the Key Terms 64

Discussing the Concepts 65

Applying the Concepts 65

Digital Connections 65

VIDEO SHORT: NERVEWIRE: STRATEGIC PLANNING FOR E-COMMERCE 66

COMPANY CASE: TRAP-EASE AMERICA: THE BIG CHEESE OF MOUSETRAPS 66

CHAPTER 3: Marketing in the Digital Age: Making New Customer Connections 69

Major Forces Shaping the Internet Age 71

Digitalization and Connectivity 71

The Internet Explosion 71

New Types of Intermediaries 72

Customization and Customerization 72

Marketing Strategy in the New Digital Age 73

E-Business, E-Commerce, and E-Marketing in the New Digital Age 74

Benefits to Buyers 74

Benefits to Sellers 75

E-Commerce Domains 76

B2C (Business to Consumer) 76

B2B (Business to Business) 79

C2C (Consumer to Consumer) 81

C2B (Consumer to Business) 82

Conducting E-Commerce 82

Click-Only Versus Click-and-Mortar E-Marketers 82

Setting Up an E-Marketing Presence 86

The Promise and Challenges of E-Commerce 94

The Continuing Promise of E-Commerce 96

The Web's Darker Side 96

Looking Back: Reviewing the Concepts 98

Reviewing the Key Terms 99

Discussing the Concepts 99

Applying the Concepts 100

Digital Connections 100

VIDEO SHORT: FINDWHAT.COM:SEARCHING FOR SUCCESS 101

COMPANY CASE: EBAY: CONNECTING IN CHINA 101

CASE PILOT: UNDERSTANDING MARKETING AND MARKETING PROCESSES 103

Part Ⅱ DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES 104

CHAPTER 4: The Marketing Environment 105

The Company's Microenvironment 107

The Company 108

Suppliers 108

Marketing Intermediaries 108

Customers 109

Competitors 109

Publics 110

The Company's Macroenvironment 111

Demographic Environment 111

Economic Environment 120

Natural Environment 123

Technological Environment 124

Political Environment 125

Cultural Environment 127

Responding to the Marketing Environment 132

Looking Back: Reviewing the Concepts 134

Reviewing the Key Terms 135

Discussing the Concepts 135

Applying the Concepts 135

Digital Connections 136

VIDEO SHORT: STRIKE HOLDINGS: REDISCOVERING THE PAST 137

COMPANY CASE: THE PRIUS: LEADING A WAVE OF HYBRIDS 137

CHAPTER 5: Managing Marketing information 141

Assessing Marketing Information Needs 143

Developing Marketing Information 144

Internal Data 144

Marketing Intelligence 145

Marketing Research 147

Analyzing Marketing Information 161

Customer Relationship Management (CRM) 161

Distributing and Using Marketing Information 163

Other Marketing Information Considerations 164

Marketing Research in Small Businesses and Not-for-Profit Organizations 164

International Marketing Research 166

Public Policy and Ethics in Marketing Research 167

Looking Back: Reviewing the Concepts 169

Reviewing the Key Terms 170

Discussing the Concepts 171

Applying the Concepts 171

Digital Connections 172

VIDEO SHORT: UNICA: BUILDING BETTER CUSTOMER RELATIONSHIPS 172

COMPANY CASE: ENTERPRISE RENT-A-CAR: MEASURING SERVICE QUALITY 173

CHAPTER 6: Consumer Markets and Consumer Buyer Behavior 177

Model of Consumer Behavior 178

Characteristics Affecting Consumer Behavior 179

Cultural Factors 179

Social Factors 183

Personal Factors 186

Psychological Factors 191

Types of Buying-Decision Behavior 197

Complex Buying Behavior 197

Dissonance-Reducing Buying Behavior 197

Habitual Buying Behavior 198

Variety-Seeking Buying Behavior 198

The Buyer Decision Process 198

Need Recognition 199

Information Search 199

Evaluation of Alternatives 200

Purchase Decision 200

Postpurchase Behavior 201

The Buyer Decision Process for New Products 201

Stages in the Adoption Process 203

Individual Differences in Innovativeness 203

Influence of Product Characteristics on Rate of Adoption 204

Consumer Behavior Across International Borders 205

Looking Back: Reviewing the Concepts 206

Reviewing the Key Terms 207

Discussing the Concepts 207

Applying the Concepts 207

Digital Connections 208

VIDEO SHORT: ZOOTS: DRY CLEANING —YOUR WAY 209

COMPANY CASE: THE WHIRLPOOL DUET: A SOAP OPERA FOR KIDS? 209

CHAPTER 7: Business Markets and Business Buyer Behavior 213

Business Markets 214

Characteristics of Business Markets 214

A Model of Business Buyer Behavior 217

Business Buyer Behavior 217

Major Types of Buying Situations 219

Participants in the Business Buying Process 220

Major Influences on Business Buyers 221

The Business Buying Process 224

Business Buying on the Internet 227

Institutional and Government Markets 228

Institutional Markets 228

Government Markets 229

Looking Back: Reviewing the Concepts 231

Reviewing the Key Terms 232

Discussing the Concepts 232

Applying the Concepts 232

Digital Connections 233

VIDEO SHORT: WHEREOWARE: CONNECTING SELLERS TO BUSINESS BUYERS 233

COMPANY CASE: EMERSON PROCESS MANAGEMENT: ACCELERATING ON THE INTERNET 234

CHAPTER 8: Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers 237

Market Segmentation 239

Segmenting Consumer Markets 239

Segmenting Business Markets 248

Segmenting International Markets 248

Requirements for Effective Segmentation 250

Target Marketing 251

Evaluating Market Segments 251

Selecting Target Market Segments 251

Socially Responsible Target Marketing 257

Positioning for Competitive Advantage 259

Choosing a Positioning Strategy 259

Communicating and Delivering the Chosen Position 267

Looking Back: Reviewing the Concepts 268

Reviewing the Key Terms 269

Discussing the Concepts 269

Applying the Concepts 269

Digital Connections 270

VIDEO SHORT: SMARTERKIDS.COM: SMARTER TARGETING 270

COMPANY CASE: GM: DOWNSIZING THE HUMMER 271

CASE PILOT: DEVELOPING MARKETING OPPORTUNITIES AND STRATEGIES 273

Part Ⅲ DEVELOPING THE MARKETING MIX 274

CHAPTER 9: Product, Services, and Branding Strategies 275

What Is a Product? 276

Products, Services, and Experiences 277

Levels of Product and Services 279

Product and Service Classifications 280

Product and Service Decisions 283

Individual Product and Service Decisions 283

Product Line Decisions 289

Product Mix Decisions 290

Branding Strategy: Building Strong Brands 291

Brand Equity 291

Building Strong Brands 292

Managing Brands 297

Services Marketing 298

The Nature and Characteristics of a Service 299

Marketing Strategies for Service Firms 299

Additional Product Considerations 304

Product Decisions and Social Responsibility 304

International Product and Services Marketing 304

Looking Back: Reviewing the Concepts 306

Reviewing the Key Terms 307

Discussing the Concepts 307

Applying the Concepts 308

Digital Connections 308

VIDEO SHORT: SIEGELGALE: GREAT BRANDS ON A COMPELLING PROMISE 309

COMPANY CASE: STARBUCKS: BREWING A WORLDWIDE EXPERIENCE 310

CHAPTER 10: New-Product Development and Product Life-Cycle Strategies 313

New-Product Development Strategy 315

Idea Generation 315

Idea Screening 320

Concept Development and Testing 320

Marketing Strategy Development 322

Business Analysis 323

Product Development 323

Test Marketing 324

Commercialization 327

Organizing for New-Product Development 327

Product Life-Cycle Strategies 328

Introduction Stage 332

Growth Stage 332

Maturity Stage 333

Decline Stage 335

Looking Back: Reviewing the Concepts 337

Reviewing the Key Terms 338

Discussing the Concepts 338

Applying the Concepts 339

Digital Connections 339

VIDEO SHORT: SENSABLE TECHNOLOGIES: DESIGNING PRODUCTS DIGITALLY 340

COMPANY CASE: RED BULL: WAKING A NEW MARKET 340

CHAPTER 11: Pricing Considerations and Approaches 343

What Is a Price? 345

Factors to Consider When Setting Prices 347

Internal Factors Affecting Pricing Decisions 347

External Factors Affecting Pricing Decisions 352

General Pricing Approaches 357

Cost-Based Pricing 357

Value-Based Pricing 359

Competition-Based Pricing 361

Looking Back: Reviewing the Concepts 363

Reviewing the Key Terms 364

Discussing the Concepts 364

Applying the Concepts 364

Digital Connections 365

VIDEO SHORT: METREO: AUTOMATING PRICING? 365

COMPANY CASE: DVDS: LIEBERFARBIAN ECONOMICS? 366

CHAPTER 12: Pricing Strategies 369

New-Product Pricing Strategies 370

Market-Skimming Pricing 371

Market-Penetration Pricing 371

Product Mix Pricing Strategies 372

Product Line Pricing 372

Optional-Product Pricing 372

Captive-Product Pricing 373

By-Product Pricing 374

Product Bundle Pricing 375

Price Adjustment Strategies 375

Discount and Allowance Pricing 375

Segmented Pricing 376

Psychological Pricing 377

Promotional Pricing 378

Geographical Pricing 379

International Pricing 382

Price Changes 383

Initiating Price Changes 383

Responding to Price Changes 385

Public Policy and Pricing 386

Pricing Within Channel Levels 387

Pricing Across Channel Levels 390

Looking Back: Reviewing the Concepts 391

Reviewing the Key Terms 392

Discussing the Concepts 392

Applying the Concepts 393

Digital Connections 393

VIDEO SHORT: SITE 59: ADDING VALUE FOR CUSTOMERS THROUGH PRICING 394

COMPANY CASE: SOUTHEAST BANK: FREE CHECKING? 394

CHAPTER 13: Marketing Channels and Supply Chain Management 397

Supply Chains and the Value Delivery Network 399

The Nature and Importance of Marketing Channels 400

How Channel Members Add Value 401

Number of Channel Levels 402

Channel Behavior and Organization 403

Channel Behavior 403

Vertical Marketing Systems 405

Horizontal Marketing Systems 407

Multichannel Distribution Systems 408

Changing Channel Organization 408

Channel Design Decisions 409

Analyzing Consumer Needs 409

Setting Channel Objectives 411

Identifying Major Alternatives 412

Evaluating the Major Alternatives 414

Designing International Distribution Channels 414

Channel Management Decisions 415

Selecting Channel Members 415

Managing and Motivating Channel Members 416

Evaluating Channel Members 418

Public Policy and Distribution Decisions 418

Marketing Logistics and Supply Chain Management 419

The Nature and Importance of Marketing Logistics 419

Goals of the Logistics System 420

Major Logistics Functions 420

Integrated Logistics Management 423

Looking Back: Reviewing the Concepts 428

Reviewing the Key Terms 429

Discussing the Concepts 429

Applying the Concepts 429

Digital Connections 430

VIDEO SHORT: CELARIX: WEB-BASED LOGISTICS MANAGEMENT 431

COMPANY CASE: STAPLES, INC.: REVISING THE STRATEGY 431

CHAPTER 14: Retailing and Wholesaling 435

Retailing 436

Types of Retailers 436

Retailer Marketing Decisions 441

The Future of Retailing 447

Wholesaling 453

Types of Wholesalers 455

Wholesaler Marketing Decisions 457

Trends in Wholesaling 458

Looking Back: Reviewing the Concepts 459

Reviewing the Key Terms 460

Discussing the Concepts 460

Applying the Concepts 461

Digital Connections 461

VIDEO SHORT: ACCORDIA: BALANCING TRADITIONAL AND ONLINE RETAILING 462

COMPANY CASE: DELIA'S: SEARCHING FOR THE RIGHT WAY TO CONNECT WITH TEENS 462

CHAPTER 15: Integrated Marketing Communication Strategy 465

The Marketing Communications Mix 467

Integrated Marketing Communications 467

The Changing Communications Environment 467

The Need for Integrated Marketing Communications 468

A View of the Communication Process 471

Steps in Developing Effective Communication 472

Identifying the Target Audience 472

Determining the Communication Objectives 472

Designing a Message 473

Choosing Media 476

Selecting the Message Source 479

Collecting Feedback 479

Setting the Total Promotion Budget and Mix 480

Setting the Total Promotion Budget 480

Setting the Overall Promotion Mix 481

Integrating the Promotion Mix 485

Socially Responsible Marketing Communication 486

Advertising and Sales Promotion 486

Personal Selling 486

Looking Back: Reviewing the Concepts 487

Reviewing the Key Terms 488

Discussing the Concepts 488

Applying the Concepts 489

Digital Connections 489

VIDEO SHORT: SCHWARTZ COMMUNICATIONS: SPREADING THE WORD THROUGH PUBLIC RELATIONS 490

COMPANY CASE: PROCTER ＆ GAMBLE: FEELING THE HEAT 490

CHAPTER 16: Advertising, Sales Promotion, and Public Relations 493

Advertising 494

Setting Advertising Objectives 494

Setting the Advertising Budget 496

Developing Advertising Strategy 497

Evaluating Advertising 506

Other Advertising Considerations 507

Sales Promotion 509

Rapid Growth of Sales Promotion 510

Sales Promotion Objectives 510

Major Sales Promotion Tools 510

Developing the Sales Promotion Program 514

Public Relations 515

The Role and Impact of Public Relations 515

Major Public Relations Tools 517

Looking Back: Reviewing the Concepts 519

Reviewing the Key Terms 519

Discussing the Concepts 519

Applying the Concepts 520

Digital Connections 521

VIDEO SHORT: POTTY PERFECTION: CREATING A CUSTOMER EXPERIENCE 521

COMPANY CASE: PEPSI: PROMOTING NOTHING 522

CHAPTER 17: Personal Selling and Direct Marketing 525

Personal Selling 526

The Nature of Personal Selling 526

The Role of the Sales Force 527

Managing the Sales Force 528

Designing Sales Force Strategy and Structure 528

Recruiting and Selecting Salespeople 533

Training Salespeople 534

Compensating Salespeople 537

Supervising Salespeople 537

Evaluating Salespeople 539

The Personal Selling Process 540

Steps in the Selling Process 540

Personal Selling and Customer Relationship Management 543

Direct Marketing 543

The New Direct-Marketing Model 543

Benefits and Growth of Direct Marketing 544

Customer Databases and Direct Marketing 544

Forms of Direct Marketing 548

Integrated Direct Marketing 554

Public Policy and Ethical Issues in Direct Marketing 555

Looking Back: Reviewing the Concepts 557

Reviewing the Key Terms 558

Discussing the Concepts 559

Applying the Concepts 559

Digital Connections 560

VIDEO SHORT: MARKETSOPT: TURNING PROSPECTS INTO CUSTOMERS 560

COMPANY CASE: JEFFERSON-PILOT FINANCIAL: GROWING THE SALES FORCE 561

CASE PILOT: DEVELOPING THE MARKETING MIX 563