Principles of Marketing

Transcription

1

2 Principles of Marketing

3 Principles of Marketing, Global Edition - PDF - PDF - PDF Table of Contents Cover Contents Part 1: Defining Marketing and the Marketing Process 1 Marketing: Creating and Capturing Customer Value Understanding the Marketplace and Customer Needs Customer Value and Satisfaction Exchanges and Relationships Key Terms Video Case: Zappos Company Case: Abou Shakra Restaurant 2 Company and Marketing Strategy: Partnering to Build Customer Relationships Marketing Strategy and the Marketing Mix Customer-Driven Marketing Strategy Video Case: OXO Company Case: Trap-Ease America Part 2: Understanding the Marketplace and Consumers 3 Analyzing the Marketing Environment Responding to the Marketing Environment Objectives Review

4 Video Case: Ecoist Company Case: Xerox 4 Managing Marketing Information to Gain Customer Insights Marketing Research Interpreting and Reporting the Findings Analyzing and Using Marketing Information Customer Relationship Management Other Marketing Information Considerations Public Policy and Ethics in Marketing Research Video Case: Domino's Company Case: Meredith 5 Consumer Markets and Consumer Buyer Behavior Key Terms Video Case: Goodwill Industries Company Case: Porsche 6 Business Markets and Business Buyer Behavior Business Buyer Behavior Participants in the Business Buying Process Major Influences on Business Buyers E-Procurement: Buying on the Internet Institutional and Government Markets Institutional Markets Video Case: Eaton Company Case: Cisco Systems

5 Part 3: Designing a Customer-Driven Strategy and Mix 7 Customer-Driven Marketing Strategy: Creating Value for Target Customers Key Terms Video Case: Boston Harbor Cruises Company Case: Bentley Motors 8 Products, Services, and Brands: Building Customer Value Product and Service Decisions Product Line Decisions Product Mix Decisions Video Case: Life Is Good Company Case: Mavi Jeans 9 New-Product Development and Product Life-Cycle Strategies The New-Product Development Process Idea Screening Commercialization Managing New-Product Development Customer-Centered New-Product Development Team-Based New-Product Development Systematic New-Product Development Product Life-Cycle Strategies Growth Stage Maturity Stage Video Case: Subaru Company Case: Google 10 Pricing: Understanding and Capturing Customer Value Competition-Based Pricing Organizational Considerations The Market and Demand

6 Video Case: Smashburger Company Case: Cath Kidston 11 Pricing Strategies: Additional Considerations Price Adjustment Strategies Geographical Pricing Objectives Review Video Case: Hammerpress Company Case: Amazon vs. Walmart 12 Marketing Channels: Delivering Customer Value Channel Management Decisions Managing and Motivating Channel Members Evaluating Channel Members Public Policy and Distribution Decisions Integrated Logistics Management Video Case: Gaviña Gourmet Coffee Company Case: Pandora 13 Retailing and Wholesaling Video Case: Home Shopping Network Company Case: Leader Price 14 Communicating Customer Value: Integrated Marketing Communications Strategy Integrated Marketing Communications

7 The New Marketing Communications Model Steps in Developing Effective Marketing Communication Designing a Message Setting the Total Promotion Budget and Mix Shaping the Overall Promotion Mix Integrating the Promotion Mix Video Case: OXO Company Case: Red Bull 15 Advertising and Public Relations Advertising Evaluating Advertising Effectiveness and the Return on Advertising Investment Public Relations Major Public Relations Tools Critical Thinking Exercise Video Case: E*trade Company Case: The Super Bowl 16 Personal Selling and Sales Promotion Managing the Sales Force Evaluating Salespeople and Sales Force Performance The Personal Selling Process Personal Selling and Managing Customer Relationships Sales Promotion Video Case: MedTronic Company Case: Salesforce.com 17 Direct and Online Marketing: Building Direct Customer Relationships Public Policy Issues in Direct Marketing Consumer Privacy A Need for Action

8 Video Case: Home Shopping Network Company Case: EBay Part 4: Extending Marketing 18 Creating Competitive Advantage Competitor Analysis Designing a Competitive Intelligence System Competitive Strategies Approaches to Marketing Strategy Video Case: Umpqua Bank Company Case: Ford 19 The Global Marketplace Looking at the Global Marketing Environment Cultural Environment Deciding on the Global Marketing Program Video Case: The U.S. Film Industry Company Case: Buick 20 Sustainable Marketing: Social Responsibility and Ethics Business Actions Toward Sustainable Marketing The Sustainable Company Key Terms Video Case: Life Is Good Company Case: International Paper Appendix 1: Marketing Plan Appendix 2:

9 Appendix 3: Marketing Careers Glossary A B C D E F G H I J L M N O P R S T U V W Z Index Name, Organization, Brand, Company Index A B C D E F G H I J K L M

10 N O P Q R S T U V W X Y Z Subject Index A B C D E F G H I J K L M N O P Q R S T U V W Y Z