CONTENTS 1
Preface xiii 1
PART 1：UNDERSTANDING MARKETING AND THE MARKETING PROCESS 1
1 Marketing in a Changing World：Creating Customer Value and Satisfaction 2
What Is Marketing? 5
Needs,wants,and Demands 7
Products 8
Value,Satisfaction,and Quality 9
Exchange,Transactions,and Relationships 10
Markets 11
Marketing 12
Building Profitable Customer Relationships 13
Demand Management 13
Marketing Management 13
Marketing Management Philosophies 14
The Production Concept 14
The Product Concept 16
The Selling Concept 16
The Marketing Concept 16
The Societal Marketing Concept 19
Marketing Challenges into the Next Century 20
Growth of Nonprofit Marketing 21
Rapid Globalization 22
The Changing World Economy 24
The Call for More Ethics and Social responsibility 24
The New Marketing Landscape 25
Key Terms 26
Summary 26
Discussing the Issues 27
Applying the Concepts 27
References 28
COMPANY CASE 1：DOORGUARD,TRYING TO MAKE A DFNT IN THE MARKET 29
2 Strategic Planning and the Marketing Process 32
Strategic Planning 35
Defining the Company Mission 36
Setting Company Objectives and Goals 38
Designing the Business Portfolio 38
Analyzing the Current Business Portfolio 39
Developing Growth Strategies 42
Planning Functional Strategies 43
The Marketing Process 44
Target Consumers 45
Marketing Strategies for Competitive Adiantage 48
Developing the Marketing Mix 48
Managing the Marketing Effort 51
Marketing Analysis 51
Marketing Planning 52
Marketing Implementation 55
Marketing Department Organization 57
Marketing Control 60
The Marketing Environment 60
Summary 62
Key Terms 63
Discussing the Issues 64
Applying the Concepts 64
COMPANY CASE 2：TRAP EASE AMERIC■ THE BIG CHEESE OF MOUSETRAPS 65
References 65
3 The Marketing Environment 68
The Company's Microenvironment 71
The Company 71
Suppliers 72
Marketing Intermediaries 72
Customers 73
Competitors 73
Publics 73
The Company's Macroenvironment 74
Demograpbic Environment 74
Economic Environment 79
Natural Environment 81
Technological Environment 83
Political Environment 86
Culiural Environment 87
Responding to the Marketing Environment 93
Summary 95
Key Terms 96
Discussing the Issues 96
Applying the Concepts 96
References 97
COMPANY CASE 3：JCPENNEY:DOING IT RIGHT 98
VIDEO CASE 1：PATAGONIA:AIMING FOR NO GROWTH 100
COMPREHENSIVE CASE 1：MASTERCARD CHARGING THE COMPETITION 102
PART II：ANALYZING MARKETING OPPORTUNITIES 106
4 Marketing Research and Information Systems 106
Assessing Information Needs 109
The Marketing Information System 109
Developing Information 111
Distributing Information 115
(本文目录P2页字迹不清楚，只取概要) 115
5 Consumer Markets and Consumer Buyer Behavior 140
6 Business Markets and Business Buyer Behavior 178
7 Measuring and Forecasting Demand 212
8 Market Segmentation, Targeting, and Positioning For competitive Advantage 232
Markets 234
Market Segmentation 237
Bases for Segmenting Consumer Markets 237
Requirements for Effective Segmentation 245
Segmenting Business Markets 245
Segmenting International Markets 246
Market Targeting 249
Evaluating Market Segments 249
Selecting Market Segments 250
Positioning for Competitive Advantage 254
What Is Market Positioning? 254
Positioning Strategies 255
Choosing and Implementing a Positioning Strategy 255
Summary 262
Key Terms 263
Discussing the Issues 263
Applying the Concepts 263
References 264
COMPANY CASE 8A:QUAKER OATS: DOUSING ON THE COMPETION 264
COMPANY CASE 8B: RYKA: BE STRONG 267
PART lV: DEVELOPING THE MARKETING MIX 269
COMPREHENSIVE CASE III：LOOK OUT! LIPTON,HERE COMES OOLONG! 269
9 Designing Products: Products, Brands, Packaging, and Services 272
What Is a Product? 274
Product Classifications 276
Consumer Products 276
Industrial Products 277
Individual Product Decisions 278
Product Attributes 279
Branding 282
Packaging 293
Labeling 295
Product-Support Services 296
Product Line Decisions 298
Product Line Length 298
Product Mix Decisions 301
Product Line Modernization 301
Product Line Featuring 301
International Product Decisions 302
Summary 305
Key Terms 306
Discussing the Issues 306
Applying the Concepts 306
References 307
COMPANY CASE 9: COLGATE: SQUEEZWG ,MORE FROM A BRAN NAME 308
10 Designing Products: New-Product Development and Product Life-Cycle Strategies 310
New-Product Development Strategy 312
New-Product Success and Failure 312
The New-Product Dilemma 313
the Generation 315
The New-Product Development Process 315
Idea Screening 316
Concept Development and Testing 317
Marketing Strategy Development 319
Business Analysis 320
Product Development 320
Test Marketing 321
Commercialization 323
Speeding UP New-Product Development 325
Growth Stage 325
Product Life-Cycle Strategies 326
Introduction Stage 327
Maturity Stage 328
Decline Stage 331
Summary 332
Key Terms 333
Discussing the Issues 333
Applying the Concepts 334
References 334
COMPANY CASE 10: POLAROID: TAKING VISION TO THE NARKETPLACE 335
11 Pricing Products: Pricing Considerations and Approaches 338
Factors to Consider When Setting Prices 341
Internal Factors AFFCTING Pricing Decisions 341
External Factors Affecting Decisions 347
General Pricing Approaches 351
Cost-Based Pricing 352
Value-Based Pricing 355
Competition-Based Pricing 356
Summary 357
Discussing the Issues 358
Key Terms 358
Applying the Concepts 359
References 359
COMPANY CASE 11: U.S. ATR: SURVIVING THE FARE WARS 359
12 Pricing Products: Pricing Strategies 362
New-Product Pricing Strategies 365
Market-Skimming Pricing 365
Market-Penetration Pricing 366
Product-Mix Pricing Strategies 367
Product Line Pricing 367
Optional-Product Pricing 368
Captive-Product Pricing 368
Price-Adjustment Strategies 369
Discount and Allowance Pricing 369
By-Product Pricing 369
Product-Bundle Pricing 369
Segmented Pricing 370
Psychological Pricing 371
Promotional Pricing 372
Value Pricing 372
Geographical Pricing 373
International Pricing 375
Price Changes 377
Initiating Price Changes 377
Responding to Price Changes 379
Key Terms 382
Discussing the Issues 382
Applying the Concepts 383
COMPANY CASE 12: CIRCUIT CITY SELLING USED CARS LIKE STEREOS 384
13 Placing Products: Distribution Channels and Logistics Management 386