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Copyright, iv
About the Authors, vii
Welcome to the Ninth Edition!, xix
Preface, xxi
Acknowledgments, xxviii
Part 1. Defining Marketing and the Marketing Process, 2
1. Marketing: Creating and Capturing Customer Value, 3
What Is Marketing?, 5
Marketing Defined, 5
The Marketing Process, 6
Understanding the Marketplace and Customer Needs, 6
Customer Needs, Wants, and Demands, 6
Market Offerings—Products, Services, and Experiences, 7
Customer Value and Satisfaction, 8
Exchanges and Relationships, 8
Markets, 8
Designing a Customer-Driven Marketing Strategy, 9
Selecting Customers to Serve, 9
Choosing a Value Proposition, 9
Marketing Management Orientations, 10
Preparing an Integrated Marketing Plan and Program, 13
Building Customer Relationships, 13
Customer Relationship Management, 13
1.1. Marketing at Work Bike Friday: Creating Customer Evangelists, 15
The Changing Nature of Customer Relationships, 17
1.2. Marketing at Work Consumer-Generated Marketing: Ad Agency of the Year? YOU!, 20
Partner Relationship Management, 20
Capturing Value from Customers, 22
Creating Customer Loyalty and Retention, 22
Growing Share of Customer, 23
Building Customer Equity, 23
The Changing Marketing Landscape, 25
The Digital Age, 26
Rapid Globalization, 27
The Call for More Ethics and Social Responsibility, 28
The Growth of Not-for-Profit Marketing, 28
So, What Is Marketing? Pulling It All Together, 29
Rest Stop: Reviewing the Concepts, 31
Navigating the Key Terms, 32
Travel Log, 32
Under the Hood: Focus on Technology, 32
Focus on Ethics, 33
Video Case, 33
2. Company and Marketing Strategy: Partnering to Build Customer Relationships, 34
Companywide Strategic Planning: Defining Marketing’s Role, 37
Defining a Market-Oriented Mission, 37
Setting Company Objectives and Goals, 39
Designing the Business Portfolio, 39
2.1. Marketing at Work Starbucks Coffee: Where Growth Is Really Perking, 42
Planning Marketing: Partnering to Build Customer Relationships, 44
Partnering with Other Company Departments, 45
Partnering with Others in the Marketing System, 46
Marketing Strategy and the Marketing Mix, 47
Customer-Driven Marketing Strategy, 48
2.2. Marketing at Work Niching: Health Insurance for Our Furry—or Feathery—Friends, 50
Developing an Integrated Marketing Mix, 51
Managing the Marketing Effort, 52
Marketing Analysis, 52
Marketing Planning, 53
Marketing Implementation, 54
Marketing Department Organization, 55
Marketing Control, 56
Measuring and Managing Return on Marketing Investment, 57
Rest Stop: Reviewing the Concepts, 58
Navigating the Key Terms, 60
Travel Log, 60
Under the Hood: Focus on Technology, 60
Focus on Ethics, 61
Video Case, 61
Part 2. Understanding the Marketplace and Consumers, 62
3. Analyzing the Marketing Environment, 63
The Company’s Microenvironment, 65
The Company, 65
Suppliers, 66
Marketing Intermediaries, 66
Customers, 67
Competitors, 67
Publics, 67
The Company’s Macroenvironment, 68
Demographic Environment, 68
3.1. Marketing at Work Ameriprise Financial: Still a Boomer Market, 71
Economic Environment, 78
Natural Environment, 79
Technological Environment, 81
Political Environment, 82
Cultural Environment, 85
Responding to the Marketing Environment, 89
3.2. Marketing at Work YourCompanySucks.com, 90
Rest Stop: Reviewing the Concepts, 91
Reviewing the Key Terms, 92
Travel Log, 92
Under the Hood: Focus on Technology, 93
Focus on Ethics, 93
Video Case, 93
4. Managing Marketing Information to Gain Customer Insights, 94
Marketing Information and Customer Insights, 96
Assessing Marketing Information Needs, 98
Developing Marketing Information, 99
Internal Data, 99
Marketing Intelligence, 100
Marketing Research, 101
Defining the Problem and Research Objectives, 102
Developing the Research Plan, 102
Gathering Secondary Data, 103
Primary Data Collection, 105
Implementing the Research Plan, 113
Interpreting and Reporting the Findings, 113
Analyzing and Using Marketing Information, 114
Customer Relationship Management (CRM), 114
Distributing and Using Marketing Information, 115
4.1. Marketing at Work Harrah’s Hits the CRM Jackpot, 116
Other Marketing Information Considerations, 118
Marketing Research in Small Businesses and Nonprofit Organizations, 118
International Marketing Research, 120
Public Policy and Ethics in Marketing Research, 121
4.2. Marketing at Work Tracking Consumers on the Web: Smart Targeting or a Little Creepy?, 122
Rest Stop: Reviewing the Concepts, 125
Navigating the Key Terms, 126
Travel Log, 126
Under the Hood: Focus on Technology, 127
Focus on Ethics, 127
Video Case, 127
5. Understanding Consumer and Business Buyer Behavior, 128
Consumer Markets and Consumer Buyer Behavior, 130
Model of Consumer Behavior, 131
Characteristics Affecting Consumer Behavior, 131
5.1. Marketing at Work Tremor and Vocalpoint: What’s the Latest Buzz?, 136
The Buyer Decision Process, 145
The Buyer Decision Process for New Products, 148
Business Markets and Business Buyer Behavior, 150
Business Markets, 150
5.2. Marketing at Work Ikea: Working with Suppliers to Keep Customers Clamoring for More, 152
Business Buyer Behavior, 153
Rest Stop: Reviewing the Concepts, 161
Navigating the Key Terms, 162
Travel Log, 162
Under the Hood: Focus on Technology, 163
Focus on Ethics, 163
Video Case, 163
Part 3. Designing a Customer-Driven Marketing Strategy and Marketing Mix, 164
6. Customer-Driven Marketing Strategy: Creating Value for Target Customers, 165
Market Segmentation, 167
Segmenting Consumer Markets, 168
Segmenting Business Markets, 174
Segmenting International Markets, 174
Requirements for Effective Segmentation, 175
Market Targeting, 176
Evaluating Market Segments, 176
Selecting Target Market Segments, 177
6.1. Marketing at Work P&G: Competing with Itself—and Winning, 179
Socially Responsible Target Marketing, 183
Differentiation and Positioning, 185
Positioning Maps, 185
Choosing a Differentiation and Positioning Strategy, 186
6.2. Marketing at Work Staples: Positioning Made Easy, 187
Communicating and Delivering the Chosen Position, 192
Rest Stop: Reviewing the Concepts, 193
Navigating the Key Terms, 194
Travel Log, 194
Under the Hood: Focus on Technology, 195
Focus on Ethics, 195
Video Case, 195
7. Products, Services, and Brands: Building Customer Value, 196
What Is a Product?, 198
Products, Services, and Experiences, 199
Levels of Product and Services, 200
Product and Service Classifications, 200
Product and Service Decisions, 204
Individual Product and Service Decisions, 204
Product Line Decisions, 208
Product Mix Decisions, 209
Branding Strategy: Building Strong Brands, 210
Brand Equity, 210
7.1. Marketing at Work Breakaway Brands: Connecting with Customers, 212
Building Strong Brands, 212
Managing Brands, 219
Services Marketing, 219
Nature and Characteristics of a Service, 219
Marketing Strategies for Service Firms, 221
7.2. Marketing at Work Service Recovery: Doing Things Right When Service Goes Wrong, 224
Rest Stop: Reviewing the Concepts, 226
Navigating the Key Terms, 227
Travel Log, 227
Under the Hood: Focus on Technology, 228
Focus on Ethics, 228
Video Case, 229
8. New-Product Development and Product Life-Cycle Strategies, 230
New-Product Development Strategy, 233
The New-Product Development Process, 234
Idea Generation, 234
Idea Screening, 236
Concept Development and Testing, 237
Marketing Strategy Development, 238
Business Analysis, 239
Product Development, 239
Test Marketing, 240
Commercialization, 241
Managing New-Product Development, 242
Customer-Centered New-Product Development, 242
Team-Based New-Product Development, 243
Systematic New-Product Development, 243
8.1. Marketing at Work Electrolux: Cleaning Up with Customer-Centered, Team-Based New-Product Development, 244
Product Life-Cycle Strategies, 246
Introduction Stage, 248
Growth Stage, 248
Maturity Stage, 248
Decline Stage, 250
Additional Product and Service Considerations, 251
Product Decisions and Social Responsibility, 251
International Product and Service Marketing, 252
Rest Stop: Reviewing the Concepts, 253
Navigating the Key Terms, 254
Travel Log, 254
Under the Hood: Focus on Technology, 255
Focus on Ethics, 255
Video Case, 255
9. Pricing: Understanding and Capturing Customer Value, 256
What Is a Price?, 259
Factors to Consider When Setting Prices, 259
Value-Based Pricing, 260
Company and Product Costs, 262
Other Internal and External Considerations Affecting Price Decisions, 264
9.1. Marketing at Work Pricing High and Proud of It, 266
New-Product Pricing Strategies, 270
Market-Skimming Pricing, 270
Market-Penetration Pricing, 271
Product Mix Pricing Strategies, 271
Product Line Pricing, 271
Optional-Product Pricing, 272
Captive-Product Pricing, 272
By-Product Pricing, 273
Product Bundle Pricing, 274
Price-Adjustment Strategies, 274
Discount and Allowance Pricing, 274
Segmented Pricing, 275
Psychological Pricing, 276
Promotional Pricing, 277
Geographical Pricing, 278
Dynamic Pricing, 279
International Pricing, 280
Price Changes, 281
Initiating Price Changes, 281
Responding to Price Changes, 282
Public Policy and Pricing, 283
9.2. Marketing at Work GlaxoSmithKline: Pricing for More than Sales and Profits, 284
Pricing Within Channel Levels, 284
Pricing Across Channel Levels, 286
Rest Stop: Reviewing the Concepts, 287
Navigating the Key Terms, 288
Travel Log, 288
Under the Hood: Focus on Technology, 289
Focus on Ethics, 289
Video Case, 289
10. Marketing Channels: Delivering Customer Value, 290
Supply Chains and the Value Delivery Network, 293
The Nature and Importance of Marketing Channels, 294
How Channel Members Add Value, 294
Number of Channel Levels, 295
Channel Behavior and Organization, 296
Channel Behavior, 296
Vertical Marketing Systems, 297
10.1. Marketing at Work Goodyear Rolls, but No Longer over Its Dealers, 298
Horizontal Marketing Systems, 301
Multichannel Distribution Systems, 301
Changing Channel Organization, 302
10.2. Marketing at Work Netflix: Disintermediator or Disintermediated?, 304
Channel Design Decisions, 304
Analyzing Consumer Needs, 305
Setting Channel Objectives, 306
Identifying Major Alternatives, 306
Evaluating the Major Alternatives, 307
Designing International Distribution Channels, 308
Channel Management Decisions, 308
Selecting Channel Members, 308
Managing and Motivating Channel Members, 309
Evaluating Channel Members, 310
Public Policy and Distribution Decisions, 310
Marketing Logistics and Supply Chain Management, 311
Nature and Importance of Marketing Logistics, 311
Goals of the Logistics System, 312
Major Logistics Functions, 312
Integrated Logistics Management, 315
Rest Stop: Reviewing the Concepts, 317
Navigating the Key Terms, 318
Travel Log, 318
Under the Hood: Focus on Technology, 319
Focus on Ethics, 319
Video Case, 319
11. Retailing and Wholesaling, 320
Retailing, 323
Types of Retailers, 323
11.1. Marketing at Work Wal-Mart: Almost Unimaginably Big, 327
Retailer Marketing Decisions, 330
11.2. Marketing at Work Orchestrating the Retail Experience, 334
The Future of Retailing, 336
Wholesaling, 340
Types of Wholesalers, 341
Wholesaler Marketing Decisions, 341
Trends in Wholesaling, 343
Rest Stop: Reviewing the Concepts, 345
Navigating the Key Terms, 345
Travel Log, 346
Under the Hood: Focus on Technology, 346
Focus on Ethics, 346
Video Case, 347
12. Communicating Customer Value: Advertising and Public Relations, 348
The Promotion Mix, 351
Integrated Marketing Communications, 351
The New Marketing Communications Landscape, 352
The Shifting Marketing Communications Model, 352
The Need for Integrated Marketing Communications, 353
Shaping the Overall Promotion Mix, 355
The Nature of Each Promotion Tool, 355
Promotion Mix Strategies, 356
Advertising, 357
Setting Advertising Objectives, 358
Setting the Advertising Budget, 359
Developing Advertising Strategy, 361
12.1. Marketing at Work Madison & Vine: The New Intersection of Advertising and Entertainment, 364
Evaluating Advertising Effectiveness and Return on Advertising Investment, 371
Other Advertising Considerations, 371
12.2. Marketing at Work The Super Bowl: The Mother of All Advertising Events. But Is It Worth It?, 372
Public Relations, 375
The Role and Impact of Public Relations, 376
Major Public Relations Tools, 377
Rest Stop: Reviewing the Concepts, 378
Navigating the Key Terms, 379
Travel Log, 380
Under the Hood: Focus on Technology, 380
Focus on Ethics, 380
Video Case, 381
13. Communicating Customer Value: Personal Selling and Sales Promotion, 382
Personal Selling, 385
The Nature of Personal Selling, 385
The Role of the Sales Force, 386
Managing the Sales Force, 387
Designing Sales Force Strategy and Structure, 387
13.1. Marketing at Work Hewlett-Packard Overhauls Its Vast Corporate Sales Force, 390
Recruiting and Selecting Salespeople, 392
Training Salespeople, 393
Compensating Salespeople, 394
Supervising and Motivating Salespeople, 395
13.2. Marketing at Work Point, Click, and Sell: Welcome to the Web-Based Sales Force, 397
Evaluating Salespeople and Sales Force Performance, 398
The Personal Selling Process, 399
Steps in the Selling Process, 399
Personal Selling and Managing Customer Relationships, 402
Sales Promotion, 402
Rapid Growth of Sales Promotion, 402
Sales Promotion Objectives, 403
Major Sales Promotion Tools, 404
Developing the Sales Promotion Program, 407
Rest Stop: Reviewing the Concepts, 408
Navigating the Key Terms, 409
Travel Log, 409
Under the Hood: Focus on Technology, 409
Focus on Ethics, 410
Video Case, 411
14. Direct and Online Marketing: Building Direct Customer Relationships, 412
The New Direct Marketing Model, 415
Growth and Benefits of Direct Marketing, 416
Benefits to Buyers, 416
Benefits to Sellers, 417
Customer Databases and Direct Marketing, 418
Forms of Direct Marketing, 419
Direct-Mail Marketing, 419
Catalog Marketing, 420
Telephone Marketing, 421
14.1. Marketing at Work Catalogs, Catalogs—Everywhere!, 422
Direct-Response Television Marketing, 423
Kiosk Marketing, 425
New Digital Direct Marketing Technologies, 425
Online Marketing, 428
Marketing and the Internet, 428
Online Marketing Domains, 429
Setting Up an Online Marketing Presence, 432
14.2. Marketing at Work P&G: Learning About the Hot New World of Online Social Networks, 439
The Promise and Challenges of Online Marketing, 440
Public Policy Issues in Direct Marketing, 440
Irritation, Unfairness, Deception, and Fraud, 441
Invasion of Privacy, 442
A Need for Action, 442
Rest Stop: Reviewing The Concepts, 443
Navigating the Key Terms, 445
Travel Log, 445
Under the Hood: Focus on Technology, 445
Focus on Ethics, 446
Video Case, 446
Part 4. Extending Marketing, 448
15. The Global Marketplace, 449
Global Marketing Today, 451
Looking at the Global Marketing Environment, 452
The International Trade System, 452
Economic Environment, 455
Political-Legal Environment, 456
Cultural Environment, 457
Deciding Whether to Go Global, 460
Deciding Which Markets to Enter, 460
Deciding How to Enter the Market, 461
Exporting, 462
Joint Venturing, 462
Direct Investment, 464
Deciding on the Global Marketing Program, 464
Product, 465
15.1. Marketing at Work LG Electronics: Thinking Locally, Succeeding Globally, 466
Promotion, 466
Price, 468
15.2. Marketing at Work Watch Your Language!, 469
Distribution Channels, 470
Deciding on the Global Marketing Organization, 471
Rest Stop: Reviewing the Concepts, 471
Navigating the Key Terms, 472
Travel Log, 472
Under the Hood: Focus on Technology, 473
Focus on Ethics, 473
Video Case, 473
16. Marketing Ethics and Social Responsibility, 474
Social Criticisms of Marketing, 477
Marketing’s Impact on Individual Consumers, 477
16.1. Marketing at Work The National Obesity Debate: Who’s to Blame?, 481
Marketing’s Impact on Society as a Whole, 484
Marketing’s Impact on Other Businesses, 486
Citizen and Public Actions to Regulate Marketing, 487
Consumerism, 487
Environmentalism, 488
Public Actions to Regulate Marketing, 491
Business Actions Toward Socially Responsible Marketing, 492
Enlightened Marketing, 492
16.2. Real Marketing Dove on a Mission: “Normal Is the New Beautiful”, 494
Marketing Ethics, 497
Rest Stop: Reviewing the Concepts, 500
Navigating the Key Terms, 501
Travel Log, 501
Under the Hood: Focus on Technology, 501
Focus on Ethics, 502
Video Case, 502
Appendix 1. Company Cases, CC1
Appendix 2. Marketing Plan, MP1
Appendix 3. Marketing by the Numbers, MN1
Appendix 4. Careers in Marketing, CM1
Glossary, G1
References, R1
Credits, C1
Indexes, I1

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