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