CourseSmart - 0131457578 - Marketing Management, Twelfth Edition

Marketing Management, Twelfth Edition

by Philip Kotler - Northwestern University; Kevin Lane Keller - Dartmouth College

Publisher: Prentice Hall

Publishing Date: 2005/03/01

eText ISBN-10

0-13-186346-0

eText ISBN-13

978-0-13-186346-0

Print ISBN-10

0-13-145757-8

Print ISBN-13

978-0-13-145757-7

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Marketing Management, Twelfth Edition

by Philip Kotler - Northwestern University; Kevin Lane Keller - Dartmouth College

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About the Authors, vii

Preface, xxix

Acknowledgments, xxxvii

1. Understanding Marketing Management, 1

1. Defining Marketing for the 21st Century, 3

The Importance of Marketing, 4

The Scope of Marketing, 5

Company Orientations Toward the Marketplace, 15

Fundamental Marketing Concepts, Trends, and Tasks, 24

Summary, 31

Applications, 31

Notes, 32

2. Developing Marketing Strategies and Plans, 34

Marketing and Customer Value, 36

Corporate and Division Strategic Planning, 44

Business Unit Strategic Planning, 51

Product Planning: The Nature and Contents of a Marketing Plan, 60

Summary, 67

Applications, 67

Notes, 68

2. Capturing Marketing Insights, 70

3. Gathering Information and Scanning the Environment, 71

Components of a Modern Marketing Information System, 72

Internal Records and Marketing Intelligence, 73

Analyzing the Macroenvironment, 76

The Demographic Environment, 79

Other Major Macroenvironments, 85

Summary, 95

Applications, 96

Notes, 97

4. Conducting Marketing Research and Forecasting Demand, 100

The Marketing Research System, 102

The Marketing Research Process, 103

Measuring Marketing Productivity, 116

Forecasting and Demand Measurement, 125

Summary, 134

Applications, 135

Notes, 136

3. Connecting With Customers, 138

5. Creating Customer Value, Satisfaction, and Loyalty, 139

Building Customer Value, Satisfaction, and Loyalty, 140

Maximizing Customer Lifetime Value, 148

Cultivating Customer Relationships, 152

Customer Databases and Database Marketing, 162

Summary, 167

Applications, 168

Notes, 169

6. Analyzing Consumer Markets, 172

What Influences Consumer Behavior?, 174

Key Psychological Processes, 184

The Buying Decision Process: The Five-Stage Model, 191

Other Theories of Consumer Decision Making, 199

Summary, 203

Applications, 203

Notes, 205

7. Analyzing Business Markets, 208

What Is Organizational Buying?, 210

Participants in the Business Buying Process, 214

The Purchasing/Procurement Process, 217

Stages in the Buying Process, 219

Managing Business-to-Business Customer Relationships, 228

Institutional and Government Markets, 230

Summary, 234

Applications, 234

Notes, 235

8. Identifying Market Segments and Targets, 238

Levels of Market Segmentation, 240

Segmenting Consumer Markets, 247

Bases for Segmenting Business Markets, 258

Market Targeting, 261

Summary, 268

Applications, 268

Notes, 269

4. Building Strong Brands, 272

9. Creating Brand Equity, 273

What Is Brand Equity?, 274

Building Brand Equity, 281

Measuring Brand Equity, 288

Managing Brand Equity, 291

Devising a Branding Strategy, 296

Summary, 303

Applications, 303

Notes, 304

10. Crafting the Brand Positioning, 308

Developing and Communicating a Positioning Strategy, 310

Differentiation Strategies, 318

Product Life-Cycle Marketing Strategies, 321

Market Evolution, 331

Summary, 335

Applications, 335

Notes, 337

11. Dealing with Competition, 340

Competitive Forces, 342

Identifying Competitors, 343

Analyzing Competitors, 347

Competitive Strategies for Market Leaders, 349

Other Competitive Strategies, 355

Balancing Customer and Competitor Orientations, 365

Summary, 366

Applications, 366

Notes, 367

5. Shaping the Market Offerings, 370

12. Setting Product Strategy, 371

Product Characteristics and Classifications, 372

Differentiation, 376

Product and Brand Relationships, 380

Packaging, Labeling, Warranties, and Guarantees, 392

Summary, 396

Applications, 397

Notes, 398

13. Designing and Managing Services, 400

The Nature of Services, 402

Marketing Strategies for Service Firms, 408

Managing Service Quality, 412

Managing Service Brands, 421

Managing Product Support Services, 424

Summary, 426

Applications, 426

Notes, 427

14. Developing Pricing Strategies and Programs, 430

Understanding Pricing, 432

Setting the Price, 436

Adapting the Price, 450

Initiating and Responding to Price Changes, 455

Summary, 461

Applications, 461

Notes, 463

6. Delivering Value, 466

15. Designing and Managing Value Networks and Channels, 467

Marketing Channels and Value Networks, 468

The Role of Marketing Channels, 472

Channel-Design Decisions, 476

Channel-Management Decisions, 483

Channel Integration and Systems, 486

Conflict, Cooperation, and Competition, 491

E-Commerce Marketing Practices, 493

Summary, 497

Applications, 498

Notes, 499

16. Managing Retailing, Wholesaling, and Logistics, 502

Retailing, 504

Private Labels, 518

Wholesaling, 520

Market Logistics, 523

Summary, 530

Applications, 530

Notes, 532

7. Communicating Value, 534

17. Designing and Managing Integrated Marketing Communications, 535

The Role of Marketing Communications, 536

Developing Effective Communications, 541

Deciding on the Marketing Communications Mix, 554

Managing the Integrated Marketing Communications Process, 558

Summary, 562

Applications, 563

Notes, 564

18. Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations, 566

Developing and Managing an Advertising Program, 568

Deciding on Media and Measuring Effectiveness, 574

Sales Promotion, 585

Events and Experiences, 591

Public Relations, 593

Summary, 596

Applications, 597

Notes, 598

19. Managing Personal Communications: Direct Marketing and Personal Selling, 602

Direct Marketing, 604

Interactive Marketing, 612

Designing the Sales Force, 616

Managing the Sales Force, 620

Principles of Personal Selling, 625

Summary, 628

Applications, 629

Notes, 630

8. Creating Successful Long-Term Growth, 632

20. Introducing New Market Offerings, 633

Challenges in New-Product Development, 634

Organizational Arrangements, 637

Managing the Development Process: Ideas, 640

Managing the Development Process: Concept to Strategy, 645

Managing the Development Process: Development to Commercialization, 651

The Consumer-Adoption Process, 658

Summary, 661

Applications, 661

Notes, 663

21. Tapping into Global Markets, 666

Competing on a Global Basis, 668

Deciding Whether to Go Abroad, 669

Deciding Which Markets to Enter, 670

Deciding How to Enter the Market, 674

Deciding on the Marketing Program, 677

Country-of-Origin Effects, 686

Deciding on the Marketing Organization, 688

Summary, 690

Applications, 690

Notes, 691

22. Managing a Holistic Marketing Organization, 694

Trends in Marketing Practices, 696

Internal Marketing, 697

Socially Responsible Marketing, 706

Marketing Implementation, 715

Evaluation and Control, 716

The Future of Marketing, 723

Summary, 726

Applications, 726

Notes, 727

Sonic Marketing Plan Exercises, A1

The Marketing Plan: An Introduction, A1

Sample Marketing Plan for Sonic, A2

Sonic PDA Marketing Plan Chapter Assignments, A8

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