市场营销学 英文版·第2版PDF电子书下载

CHAPTER 1 MARKETING: CREATING VALUE FOR CUSTOMERS 4

What Is Marketing？ 6

Types of Marketing 7

Levels of Marketing Analysis 8

What Are the Traditional Orientetions to Marketing？ 8

Marketing Movers ( Shakers: Jerry Stakhouse/Philadelphia 76ers) 9

Production Orientation 9

Sales Orientation 10

Put It into Practice: Record How Nonprofit Organizations Try to Create Value 11

Marketing Orientation 11

What Is Value-Driven Marketing? 12

Principles of Value-Driven Marketing 12

Value-Driven Marketing View of Customers 15

You Decide: Marketing Conflicts among Chinese Stakeholders 17

What Is Marketing Management? 21

Developing Marketing Plans and Strategies 21

Understanding Customers and Markets 22

Developing Marketing Mixes 22

Implementing and Controlling Marketing Activities 23

Summary 23

CHAPTER 2 ENVIRONMENTAL ANALYSIS 26

Scanning and Analyzing the Environment 28

Content of Environmental Scanning 29

Scope of Environmental Scanning 29

The Economic Environment 30

Business Cycles and Spending Patterns 30

Consumer Income 31

The Political and Legal Environment 33

Laws Affecting Marketing 33

Regulation of Marketing 35

Marketing Movers ( Shakers: Robert Johnson/Black Entertainment Television) 40

Influences on Laws and Regulations 36

You Decide: The Bootlegging of American Products Overseas 37

Court Actions 37

Political and Legal Factors in the Global Environment 37

The Social Environment 38

Demographic Trends 38

Put It into Practice: Use Your Consumer Rights 36

Social Responsibility and Ethics 40

The Natural Environment 44

Availability of Resources 44

Responsibity to the Natural Environment 44

The Technological Environment 46

Information Technology 46

Technological Factors in the Global Environment 48

Technology and Value 48

The Competitive Environment 48

Types of Competition 48

Competitive Forces 49

Competition in the Global Environment 51

Summary 51

Chapter 3 GLOBAL MARKETING CHALLENGES 54

The Changing Global Environment 56

North America 57

The European Community 59

Japan 60

Other Nations 60

Environmental Scanning and Analysis of Foreign Markets 63

Economic Environment 63

Political and Legal Environment 67

Social Environment 70

You Decide: Whose Chicken Is Better? 74

Natural Environment 74

Technological Environment 74

Put It into Practice: How Mary Foreign Products Do You Own or Use? 77

Competitive Environment 75

Marketing Movers ( Shakers: Thomas Eck/Upton Tea Company) 76

Modes of Entry into Global Market 76

Exporting 76

Licensing 77

Joint Ventures 78

Direct Ownership 78

Summary 79

CHAPTER 4 MARKETING AND ORGANIZATION STRATEGY 82

Strategic Planning in the Organization 84

Organizational Mission 85

Marketing Movers ( Shakers: Guy Kawasaki/Apple Computer) 86

Organizational Objectives 87

Organizational Strategies 87

Organization Portfolio Plan 91

Business Portfolio Analysis 92

Boston Consulting Group's Growth/Share Matrix 92

General Electric’s Industry Attractiveness/Business Stpength Matrix 93

Marketing and Other Functional Areas in the Strategic Panning Process 94

Traditional Role of Marketing in the Planning Process 95

Cross-Functional Teams 96

Managing the Marketing Effort 97

Developing a Marketing Plan 98

Put it into Practice: Create Your Own Marketing Plan 101

Demand Estimation 101

Estimating Demand 101

You Decide: Is Predicting and Fulfilling Demand the Best Value for Customers 102

Forecasting,sales 102

Evalueting the Forecast 104

Summary 105

PART 2 UNDERSTANDING CUSTOMERS AND MARKETS 110

CHAPTER 5 MARKETING RESEARCH:INFORMATION AND TECHNOLOGY 110

Information for Effective Marketing 112

Information versus Data 112

Marketing Information Systems 114

Sources of Information 105

Primary and Secondary Data 117

The Marketing Research Process 120

Formulate the Problem 121

Plan a Research Design 121

Collect Data 124

Marketing Movers ( Shakers: Martin McKendry and Charlie/Bass SoloPrint) 127

Analyze and Interpret Data 127

Prepare the Research Report 129

Applications of New Technology 129

Geographical information Systems 129

Virtual Peality 130

The Internet 131

Ethical Considerations 131

Put It into Practice: Surf the Net 132

You Decide: How Much Information Should Marketers Have Consumers? 133

Deceit and Fraud in Marketing Research 134

Invasion of Privacy 134

Global Marketing Research 135

Summary 136

CHAPTER 6 CONSUMER BEHAVIOR 140

The Consumer Buying Process 142

Need Recognition 142

Information Search 144

Alternative Evaluation 145

Purchase Decision 146

Postpurchase Evaluation 146

Types of Consumer Decision Making 147

Routine Decision Making 148

Limited Decision Making 148

Extensive Decision Making 149

SociaI Influences 149

Culture 150

Subcultures 151

Social Class 154

Reference Groups 155

Family 157

Put It into Practice: Who Makes the Buying Decisions in Your Family? 158

Marketing Influences 159

Product 159

Pricing 160

Placement (Channels of Distribution) 160

You Decide: Should Computels Be Cheaper? 161

Promotion（Marketing Communications) 161

Situational Influences 161

Physical Surrounding 162

Marketing Movers ( Shakers: Mike Bartusick/Park Bench Cafe) 163

Social Surroundings 163

Time 163

Task 164

Momentary Conditions 164

Summary 165

CHAPTER 7 ORGANIZATIONAL BUYING BEHAVIOR 168

Organizational Markets 170

Characteristics of Organizational Markets 170

Categories of Organizational Buyers 171

Business Classifications 175

International Exchanges 176

Major Forces in Organizational Markets 177

Demand 177

Competition 177

Marketing Movers ( Shakers: Al Misale/Office Club) 178

Technology 179

You Decide: Could Russia Become the New Computing Capital of the World? 180

The Organizational Buying Process 182

Types of Purchases 182

Buying Criteria 184

Characteristics of Organizational Buying 187

The Nature of Organizational Exchanges 189

Interactions with Organizational Buyers 189

Buyer-Seller Interactions 190

The Buying Center 192

Put It into Practice: Who Is Involved in the Buying ter in Your Organization? 194

Summary 195

CHAPTER 8 MARKET SEGMENTATION 198

The Need for Market Segmentation 200

What Is Market Segmentation? 201

General Approaches to Serving Markets 201

Put It into Practice: Find Your Own Niche 202

Approaches to Segmenting Consumer Markets 204

Marketing Movers ( Shakers: The Beretta Family/Beretta) 204

Demographic Segmentation 205

You Decide: What's the Market for Used Stuff? 207

Geographic Segmentation 210

Psychographic Segmentation 210

Segmentation Based on Thoughts and Feelings 211

Segmentation Based on Purchase Behavior 213

Multiple Bases for Segmentation 214

Approaches to Segmenting Organizational Markets 215

Geographic Segmentation 215

Segmentation Based on Customer Type 215

Segmentation Based on Organizational Buyer Behavior 217

The Market Segmentation Process 217

Analyze Customer-Product Relationships 218

Investigate Segmentation Bases 218

Develop Product Positioning 219

Select Segmentation Strategy 221

Global Implications 222

Summary 224

PART 3 MANAGING AND DEVELOPING GOODS AND SERVICES 228

CHAPTER 9 MANAGING EXISTING PRODUCTS 228

Product Classifications 230

Consumer and Industrial Products 230

Durables and Nondurables 234

The Product Life Cycle 234

Introduction 235

Growth 236

Maturity 236

Decline 236

Evaluation of the Product Life Cycle 237

Product AdoPtion and Diffusion 239

Branding and Brand Equity 239

Put It into Practice: Do You Know What Kind of Buyers You Know? 241

Benefits of Branding 241

You Decide: Does Sub-Zero Create Superior Value? 242

Types of Brands 242

Selecting a Brand 244

Protecting Trademarks 248

Developing and Managing Brand Equity 246

Product Mixes and Product Lines 248

Managing Product Mixes and Lines 249

Marketing Movers ( Shakers: Harvey McLeod & Chris Freeman/Devil Sticks) 251

Summary 253

CHAPTER 10 DEVELOPING NEW PRODUCTS 256

Types Of New Products 258

The New Product Development Process 260

Idea Generation 260

Put lt into Practice: Generate Your Own Ideas for a New Product 261

Idea Screening 262

Business Analysis 263

Product Development 264

Test Marketing 265

Commercialization 267

Selecting New Product Characteristics 268

Quality Level 268

Product Features 269

Product Design 270

Product safety 271

Packaging and Labeling New Products 272

Packaging 272

Labeling 274

Global Implications 274

You Decide: Do Eco-Labels Really Create Value for Consumers? 275

Reducing New Product Failures 216

Why New Products Fail 276

Organizing for Success 277

Shorting Development Time 278

Marketing Movers ( Shakers: Bill Gates & Doug Rowan/Corbis Corp) 279

Summary 281

CHAPTER 11 MARKETING SERVICES 284

The Service Economy 286

Reasons For Growth 286

The Nature of Services Marketing 288

Characteristics of Services 288

You Decide: Can Amtrak Deliver High-Speed Service? 292

Classification Of Services 293

The Marketing Environment for Services 294

The Marketing Mix for services 295

Developing Services 295

Put it into Practice: Evaluate the Alternatives for a Service 296

Pricing Services 297

Distributing Services 298

Promoting Services 299

Nonbusiness Services Marketing 300

Nonprofit Organization 300

Marketing Movers ( Shakers: Paul Martin Du Bois & Francis Moore Lapp/American News Service) 301

Government Agencies 302

Political Groups 303

Summary 303

PART 4 PRICING PRINCIPLES AND STRATEGIES 308

CHAPTER 12 FUNDAMENTALS OF PRICING 308

Economics of Pricing 310

Demand Curves 310

Put It into Practice: Consider Psychological Factors in Pricing as a Consumer 313

Marginal Analysis 315

Approaches to Pricing 317

Pricing Based on Cost 317

Pricing Based on Competition 320

Pricing Based on Customer Value 322

Marketing Movers ( Shakers: The New Bike Manufacturers) 323

Legal and Ethical Issues in Pricing 325

Government Regulation of Pricing 325

You Decide: Are Women Being Taken to the Cleaners? 327

Ethics of Pricing 327

Summary 328

CHAPTER 13 PRICING GOODS AND SERVICES 332

PricIng Objectives 334

Segmentation and Positioning Objectives 335

Sales and Profit Objectives 335

Competitive Objectives 336

Survival Objectives 336

You Decide: Is Fingerhut's Pricing Strategy Socially Responsible? 337

Social Responsibility Objectives 337

Pricing Strategies 337

The Pricing Process 338

Pricing New ProductS 340

Pricing Existing Products 341

Pricing Product Lines 343

Adjusting Prices 343

Discounting 344

Marketing Movers ( Shakers: Bill Dinardo/Tech-Ceram Corp) 348

Psychological Pricing 350

Geographic pricing 352

Put It into Practice: Evaluate Your Own Response to Psychological Pricing 354

Strategies for Global Marketers 354

Evaluation and Control of Pricing 356

Competitor Responses 356

Customer Responses 357

Controlling the Price Level 358

Summary 359

PART 5 PLACEMENT:DISTRIBUTING GOODS AND SERVICES 364

CHAPTER 14 MANAGING DISTRIBUTION CHANNELS 364

Introduction to Channels 366

Distribution Functions 366

Intermediaries and Costs 368

Channel Options 369

Channels for Consumer Goods 369

Put It into Practice: Find Out How Products Get into a Store's Shelf 370

Channels for Organizational GoodS 370

Channels for Services 372

Multiple Distribution Channels 372

Reverse Channels 373

Vertical Marketing Systems 374

Administered VMS 374

Corporate VMS 374

Contractual VMS 375

Managing Channels of Distribution 376

Selecting Channels 376

Marketing Movers ( Shakers: Michael P. Krasny/CDW Computer Center Inc) 378

Managing Channel Relationships 381

You Decide: When a Change in Channels Creates Conflict 383

Managing Global Channels 384

Regulating Channels 385

Legal Issues 385

Political Issues 386

Ethical Issues 387

Summary 387

Chaper 15 WHOLESALING AND PHYSICAL DISTRIBUTION 390

The Role of Wholesaling in Distribution 392

Major Types Of WholesaIers 393

Merchant Wholesalers 394

Marketing Movers ( Shakers: Nanci Mackenzie/U.S. Gas Transportation) 395

Agents and Brokers 396

Marketing Strategies for Wholesalers 397

Strategies to Attract Producers 397

Strategies to Attract Retallers 398

Trends in Wholesaling 398

Put It into Practice: Help a Wholesaler Survive 399

Physical Distribution 399

The Physical Distribution Process 399

You Decide: Can Truckers and Wholesalers Establish a Better Relationship? 401

Meneging Physical Distribution 406

Trends in Physical Distribution 407

Summary 410

CHAPTER 16 RETAILING 412

The Role of Retailing in Distribution 414

Major Types of Retailers 415

Store Retailing 416

Nonstore Retailing 418

Marketing Strategy Decisions for Retailers 422

Product Retailers 422

Pricing Decisions 424

Placement Decisions 425

Put It into Practice: How Convenient Is Your Local Mail 427

Promotion Decisions 427

Store Image and Atmospherics 428

You Decide: Does Wal-Mart Need a New Face？ 429

Marketing Movers ( Shakers: John L. Morris /Bass Pro Shops) 430

Changing Environment of Retailing 430

Changes in Types of Retailer 431

Technological Changes in Retailing 432

Global Scope of Retailing 435

Legal and Ethical Issues in Retailing 436

Summary 437

PART 6 PROMOTION:INTEGRATED MARKETING COMMUNICATIONS 442

CHAPTER 17 MANAGING MARKETING COMMUNICATIONS 442

Goals of Marketing Communications 444

Create Awareness 445

Build Positive Images 445

Identify Prospects 445

Put It into Practice: Observe How a Product's Image Is Created 446

Build Channel Relationships 447

Retain Customers 447

Understanding Marketing Communications 447

The Communlcation Process 447

The AIDA Model 448

Communication with a Target market 449

Elements Of the Communications Mix 449

Marketing Movers ( Shakers: Jason and Matthew Olim/CDnow) 450

Advertising 450

Personal Selling 451

Sales Promotion 451

Publicity 452

Integrated Marketing Communications 452

Managing Communications Strategy 454

Setting Communications Objectives 454

Selecting the Communications Mix 455

Setting Communications Budgeting 457

Implementing and Controlling the Communications Strategy 459

Implications for Global marketers 461

Legal and Ethical Issues in Marketing Communications 462

You Decide: How Do You Communicate in the New 'Net Cultre? 463

Regulation of Communications 463

Socially Responsible Communications 465

Summary 465

CHAPTER 18 ADVERTISING, SALES PROMOTION,ANDPUBLICITY 468

Advertising 470

Types of Advertising 470

Developing and Managing Advertising Campaigns 472

Marketing Movers ( Shakers: Michael Bronner/Bronner Slosberg Humphrey Inc.) 473

Review Advertising Goals and Budgets 474

Put It into Practice: How Many Slogans Do You Remember? 476

Create Messages 476

Select Media 477

Pretest Ads 482

Evaluate Advertising Effectiveness 483

Adjust Adverting as Needed 485

Legal and Ethical Issues in Advertising 485

Sales Promotion 486

Consumer Promotions 487

Trade Promotions 491

Legal and Ethical Issues in Sales Promotion 492

Publicity 492

Types of Publicity 492

Managing Negative Publicity 494

Ethical Issues in Publicity 494

You Decide: Was the Russian Election as American as Apple Pie? 495

Summary 496

CHAPTER 19 PERSONAL SELLING AND SALES MANAGEMENT 500

The Nature Of Personal Selling 502

The Role Of Personal Selling 503

Activities of Salespeople 503

Relationship Selling 507

Marketing Movers ( Shakers: Stuart Levine/Dale Carnegie & Associates) 508

Steps in the Selling Process 508

Prospect for customers 509

Put It into Practice: Indentify Your Own Personal Selling Experience 510

Prepare for Sales Calls 510

Approach Qualified Prospects 511

Make Sales Presentations 511

Handle Objections 513

Close Sales 514

Build Long-Term Relationships 514

Sales Management 515

Organizing Sales Forces 515

Recruiting Salespeople 516

Training and Supervising Salespeople 518

Motivating and Compensating Salespeople 519

You Decide: What's the Best Way to Motivate Sales Support Staff? 522

Evaluating and Controlling Salespeople 522

Ethical Issues in Personal Selling 524

Manipulation Of Prospects 525

Bribery 525

Accuracy of Reports 526

Summary 526

PART 7 EVALUATING MARKETING EFFECTIVENESS 532

Chapter 20 IMPLEMENTING AND CONTROLLING MARKETING ACTIVITIES 532

Organizing Marketing Activities 534

Organizing Marketing Within a Company 534

Organizing Marketing across Companies 535

Implementing Marketing Plans and Strategies 537

Staffing Marketing Positions 537

Coordinating Marketing Activities 538

Communicating Ideas and Information 540

Marketing Movers ( Shakers: Small Bussiness Counselors) 541

Motivating Employees 542

Controlling Marketing Plans and Strategies 543

You Decide: Can Business Control the Direction of Technology? 544

The Control Process 544

Sales Analysis 546

Profitability Analysis 549

Put It into Practice: Give Feedback as a Customer 550

Customer Satisfaction Analysis 550

The Marketing Analysis 552

Summary 554

Appendix A: Creating a Marketing Plan 558

Appendix B: career Opportunities in Marketing 568

Appendix C: Mathematics Used in Marketing 576

Notes 587

photo Credits 604

Glossary 606

Indexes 615