PART 1 Understanding Marketing Management 2
CHAPTER 1 Defining Marketing for the 21st Century 2
The Importance of Marketing 3
The Scope of Marketing 5
Core Marketing Concepts 9
The New Marketing Realities 12
MARKETING INSIGHT Marketing in an Age of Turbulence 16
Company Orientation toward the Marketplace 17
MARKETING MEMO Marketing Right and Wrong 19
Updating the Four Ps 25
Marketing Management Tasks 26
MARKETING MEMO Marketers’ Frequently Asked Questions 26
Summary 28
Applications 28
CHAPTER 2 Developing Marketing Strategies and Plans 32
Marketing and Customer Value 33
Corporate and Division Strategic Planning 37
MARKETING INSIGHT Creating Innovative Marketing 46
Business Unit Strategic Planning 47
MARKETING MEMO Checklist for Performing Strengths/Weaknesses Analysis 52
Product Planning： The Nature and Contents of a Marketing Plan 54
MARKETING MEMO Marketing Plan Criteria 55
Summary 56
Applications 56
PART 2 Capturing Marketing Insights 66
CHAPTER 3 Collecting Information and Forecasting Demand 66
Components of a Modern Marketing Information System 67
Internal Records 70
Marketing Intelligence 71
Analyzing the Macroenvironment 74
MARKETING INSIGHT Finding Gold at the Bottom of the Pyramid 76
MARKETING INSIGHT The Green Marketing Revolution 82
Forecasting and Demand Measurement 85
Summary 92
Applications 92
CHAPTER 4 Conducting Marketing Research 96
The Marketing Research System 97
The Marketing Research Process 99
MARKETING MEMO Conducting Informative Focus Groups 102
MARKETING MEMO Questionnaire Dos and Don’ts 104
MARKETING INSIGHT Getting into the Heads of Consumers 106
MARKETING INSIGHT Understanding Brain Science 108
MARKETING INSIGHT Bringing Marketing Research to Life with Personas 112
Measuring Marketing Productivity 114
MARKETING INSIGHT Marketing Dashboards to Improve Effectiveness and Efficiency 117
Summary 118
Applications 119
PART 3 Connecting with Customers 122
CHAPTER 5 Creating Long-term Loyalty Relationships 122
Building Customer Value， Satisfaction， and Loyalty 123
MARKETING INSIGHT Net Promoter and Customer Satisfaction 129
Maximizing Customer Lifetime Value 132
MARKETING MEMO Marketing and Total Quality 132
Cultivating Customer Relationships 134
MARKETING MEMO Calculating Customer Lifetime Value 134
Customer Databases and Database Marketing 143
MARKETING INSIGHT The Behavioral Targeting Controversy 146
Summary 147
Applications 147
CHAPTER 6 Analyzing Consumer Markets 150
What Influences Consumer Behavior？ 151
MARKETING MEMO The Average U.S. Consumer Quiz 155
Key Psychological Processes 160
MARKETING INSIGHT Made to Stick 165
The Buying Decision Process： The Five-Stage Model 166
Behavioral Decision Theory and Behavioral Economics 174
MARKETING INSIGHT Predictably Irrational 176
Summary 177
Applications 178
CHAPTER 7 Analyzing Business Markets 182
What Is Organizational Buying？ 183
Participants in the Business Buying Process 188
MARKETING INSIGHT Big Sales to Small Businesses 191
The Purchasing/Procurement Process 193
Stages in the Buying Process 195
MARKETING MEMO Developing Compelling Customer Value Propositions 199
Managing Business-to-Business Customer Relationships 201
MARKETING INSIGHT Establishing Corporate Trust， Credibility， and Reputation 203
Institutional and Government Markets 205
Summary 207
Applications 208
CHAPTER 8 Identifying Market Segments and Targets 212
Bases for Segmenting Consumer Markets 214
MARKETING INSIGHT Trading Up， Down， and Over 218
Bases for Segmenting Business Markets 230
Market Targeting 231
MARKETING INSIGHT Chasing the Long Tail 235
Summary 236
Applications 237
PART 4 Building Strong Brands 240
CHAPTER 9 Creating Brand Equity 240
What Is Brand Equity？ 241
MARKETING INSIGHT Brand Bubble Trouble 248
Building Brand Equity 249
Measuring Brand Equity 255
MARKETING INSIGHT The Brand Value Chain 255
MARKETING INSIGHT What Is a Brand Worth？ 257
Managing Brand Equity 258
Devising a Branding Strategy 260
Customer Equity 267
MARKETING MEMO Twenty-First-Century Branding 267
Summary 268
Applications 269
CHAPTER 10 Crafting the Brand Positioning 274
Developing and Establishing a Brand Positioning 275
MARKETING INSIGHT High Growth Through Value Innovation 278
MARKETING MEMO Constructing a Brand Positioning Bull’s-eye 287
Differentiation Strategies 289
Positioning and Branding a Small Business 293
Summary 294
Applications 294
CHAPTER 11 Competitive Dynamics 298
Competitive Strategies for Market Leaders 299
MARKETING INSIGHT When Your Competitor Delivers More for Less 300
Other Competitive Strategies 305
MARKETING MEMO Niche Specialist Roles 309
Product Life-Cycle Marketing Strategies 310
MARKETING INSIGHT Managing a Brand Crisis 316
Marketing in an Economic Downturn 318
Summary 320
Applications 321
PART 5 Shaping the Market Offerings 324
CHAPTER 12 Setting Product Strategy 324
Product Characteristics and Classifications 325
Product and Services Differentiation 328
Design 332
Product and Brand Relationships 333
MARKETING INSIGHT Marketing Luxury Brands 334
MARKETING INSIGHT When Less Is More 339
MARKETING MEMO Product-Bundle Pricing Considerations 344
Packaging， Labeling， Warranties， and Guarantees 346
Summary 349
Applications 350
CHAPTER 13 Designing and Managing Services 354
The Nature of Services 355
The New Services Realities 361
Achieving Excellence in Services Marketing 365
MARKETING INSIGHT Improving Company Call Centers 369
Managing Service Quality 370
MARKETING MEMO Recommendations for Improving Service Quality 372
Managing Product-Support Services 375
MARKETING MEMO Assessing E-Service Quality 376
Summary 378
Applications 378
CHAPTER 14 Developing Pricing Strategies and Programs 382
Understanding Pricing 383
MARKETING INSIGHT Giving It All Away 384
Setting the Price 389
MARKETING INSIGHT Stealth Price Increases 403
Adapting the Price 403
Initiating and Responding to Price Changes 407
Summary 410
Applications 410
PART 6 Delivering Value 414
CHAPTER 15 Designing and Managing Integrated Marketing Channels 414
Marketing Channels and Value Networks 415
The Role of Marketing Channels 418
Channel-Design Decisions 422
Channel-Management Decisions 427
Channel Integration and Systems 431
MARKETING INSIGHT Channel Stewards Take Charge 432
Conflict， Cooperation， and Competition 435
E-Commerce Marketing Practices 438
M-Commerce Marketing Practices 441
Summary 442
Applications 442
CHAPTER 16 Managing Retailing， Wholesaling， and Logistics 446
Retailing 447
MARKETING MEMO Helping Stores to Sell 458
Private Labels 459
MARKETING INSIGHT Manufacturer’s Response to the Private Label Threat 461
Wholesaling 461
Market Logistics 464
Summary 469
Applications 470
PART 7 Communicating Value 474
CHAPTER 17 Designing and Managing Integrated Marketing Communications 474
The Role of Marketing Communications 476
MARKETING INSIGHT Don’t Touch That Remote 476
Developing Effective Communications 482
MARKETING INSIGHT Celebrity Endorsements as a Strategy 486
Deciding on the Marketing Communications Mix 490
Managing the Integrated Marketing Communications Process 494
MARKETING MEMO How Integrated Is Your IMC Program？ 496
Summary 497
Applications 497
CHAPTER 18 Managing Mass Communications：Advertising， Sales Promotions，Events and Experiences， and Public Relations 502
Developing and Managing an Advertising Program 504
MARKETING MEMO Print Ad Evaluation Criteria 509
Deciding on Media and Measuring Effectiveness 510
MARKETING INSIGHT Playing Games with Brands 516
Sales Promotion 519
Events and Experiences 524
MARKETING MEMO Measuring High Performance Sponsorship Programs 526
Public Relations 527
Summary 530
Applications 530
CHAPTER 19 Managing Personal Communications：Direct and Interactive Marketing， Word of Mouth， and Personal Selling 534
Direct Marketing 535
Interactive Marketing 540
MARKETING MEMO How to Maximize the Marketing Value of E-mails 543
MARKETING MEMO Segmenting Tech Users 545
Word of Mouth 546
MARKETING MEMO How to Start a Buzz Fire 552
Designing the Sales Force 553
MARKETING INSIGHT Major Account Management 555
Managing the Sales Force 556
Principles of Personal Selling 560
Summary 562
Applications 563
PART 8 Creating Successful Long-term Growth 566
CHAPTER 20 Introducing New Market Offerings 566
New-Product Options 567
Challenges in New-Product Development 568
Organizational Arrangements 570
Managing the Development Process：Ideas 573
MARKETING MEMO Ten Ways to Find GreatNew-Product Ideas 574
MARKETING INSIGHT P＆G’s New Connect +Develop Approach to Innovation 574
MARKETING MEMO Seven Ways to Draw New Ideas from Your Customers 576
MARKETING MEMO How to Run a Successful Brainstorming Session 577
Managing the Development Process： Concept to Strategy 579
Managing the Development Process：Development to Commercialization 585
The Consumer-Adoption Process 589
Summary 590
Applications 591
CHAPTER 21 Tapping into Global Markets 594
Competing on a Global Basis 595
Deciding Whether to Go Abroad 597
Deciding Which Markets to Enter 597
MARKETING INSIGHT Spotlight on Key Developing Markets 600
Deciding How to Enter the Market 603
Deciding on the Marketing Program 606
MARKETING MEMO The Ten Commandments of Global Branding 608
Country-of-Origin Effects 614
Deciding on the Marketing Organization 616
Summary 617
Applications 617
CHAPTER 22 Managing a Holistic Marketing Organization for the Long Run 620
Trends in Marketing Practices 621
Internal Marketing 623
MARKETING MEMO Characteristics of Company Departments That Are Truly Customer Driven 624
MARKETING INSIGHT The Marketing CEO 628
Socially Responsible Marketing 629
MARKETING INSIGHT The Rise of Organic 633
MARKETING MEMO Making a Difference： Top 10 Tips for Cause Branding 637
Marketing Implementation and Control 640
The Future of Marketing 643
MARKETING MEMO Major Marketing Weaknesses 647
Summary 648
Applications 648
Appendix Tools for Marketing Control 652