市场营销原理 第7版PDF|Epub|txt|kindle电子书版本网盘下载

市场营销原理 第7版PDF格式电子书版下载

注意：本站所有压缩包均有解压码： 点击下载压缩包解压工具

CONTENTS1

Preface xiii1

PART 1：UNDERSTANDING MARKETING AND THE MARKETING PROCESS1

1 Marketing in a Changing World：Creating Customer Value and Satisfaction2

What Is Marketing?5

Needs,wants,and Demands7

Products8

Value,Satisfaction,and Quality9

Exchange,Transactions,and Relationships10

Markets11

Marketing12

Building Profitable Customer Relationships13

Demand Management13

Marketing Management13

Marketing Management Philosophies14

The Production Concept14

The Product Concept16

The Selling Concept16

The Marketing Concept16

The Societal Marketing Concept19

Marketing Challenges into the Next Century20

Growth of Nonprofit Marketing21

Rapid Globalization22

The Changing World Economy24

The Call for More Ethics and Social responsibility24

The New Marketing Landscape25

Key Terms26

Summary26

Discussing the Issues27

Applying the Concepts27

References28

COMPANY CASE 1：DOORGUARD,TRYING TO MAKE A DFNT IN THE MARKET29

2 Strategic Planning and the Marketing Process32

Strategic Planning35

Defining the Company Mission36

Setting Company Objectives and Goals38

Designing the Business Portfolio38

Analyzing the Current Business Portfolio39

Developing Growth Strategies42

Planning Functional Strategies43

The Marketing Process44

Target Consumers45

Marketing Strategies for Competitive Adiantage48

Developing the Marketing Mix48

Managing the Marketing Effort51

Marketing Analysis51

Marketing Planning52

Marketing Implementation55

Marketing Department Organization57

Marketing Control60

The Marketing Environment60

Summary62

Key Terms63

Discussing the Issues64

Applying the Concepts64

COMPANY CASE 2：TRAP EASE AMERIC■ THE BIG CHEESE OF MOUSETRAPS65

References65

3 The Marketing Environment68

The Company's Microenvironment71

The Company71

Suppliers72

Marketing Intermediaries72

Customers73

Competitors73

Publics73

The Company's Macroenvironment74

Demograpbic Environment74

Economic Environment79

Natural Environment81

Technological Environment83

Political Environment86

Culiural Environment87

Responding to the Marketing Environment93

Summary95

Key Terms96

Discussing the Issues96

Applying the Concepts96

References97

COMPANY CASE 3：JCPENNEY:DOING IT RIGHT98

VIDEO CASE 1：PATAGONIA:AIMING FOR NO GROWTH100

COMPREHENSIVE CASE 1：MASTERCARD CHARGING THE COMPETITION102

PART II：ANALYZING MARKETING OPPORTUNITIES106

4 Marketing Research and Information Systems106

Assessing Information Needs109

The Marketing Information System109

Developing Information111

Distributing Information115

(本文目录P2页字迹不清楚，只取概要)115

5 Consumer Markets and Consumer Buyer Behavior140

6 Business Markets and Business Buyer Behavior178

7 Measuring and Forecasting Demand212

8 Market Segmentation, Targeting, and Positioning For competitive Advantage232

Markets234

Market Segmentation237

Bases for Segmenting Consumer Markets237

Requirements for Effective Segmentation245

Segmenting Business Markets245

Segmenting International Markets246

Market Targeting249

Evaluating Market Segments249

Selecting Market Segments250

Positioning for Competitive Advantage254

What Is Market Positioning?254

Positioning Strategies255

Choosing and Implementing a Positioning Strategy255

Summary262

Key Terms263

Discussing the Issues263

Applying the Concepts263

References264

COMPANY CASE 8A:QUAKER OATS: DOUSING ON THE COMPETION264

COMPANY CASE 8B: RYKA: BE STRONG267

PART lV: DEVELOPING THE MARKETING MIX269

COMPREHENSIVE CASE III：LOOK OUT! LIPTON,HERE COMES OOLONG!269

9 Designing Products: Products, Brands, Packaging, and Services272

What Is a Product?274

Product Classifications276

Consumer Products276

Industrial Products277

Individual Product Decisions278

Product Attributes279

Branding282

Packaging293

Labeling295

Product-Support Services296

Product Line Decisions298

Product Line Length298

Product Mix Decisions301

Product Line Modernization301

Product Line Featuring301

International Product Decisions302

Summary305

Key Terms306

Discussing the Issues306

Applying the Concepts306

References307

COMPANY CASE 9: COLGATE: SQUEEZWG ,MORE FROM A BRAN NAME308

10 Designing Products: New-Product Development and Product Life-Cycle Strategies310

New-Product Development Strategy312

New-Product Success and Failure312

The New-Product Dilemma313

the Generation315

The New-Product Development Process315

Idea Screening316

Concept Development and Testing317

Marketing Strategy Development319

Business Analysis320

Product Development320

Test Marketing321

Commercialization323

Speeding UP New-Product Development325

Growth Stage325

Product Life-Cycle Strategies326

Introduction Stage327

Maturity Stage328

Decline Stage331

Summary332

Key Terms333

Discussing the Issues333

Applying the Concepts334

References334

COMPANY CASE 10: POLAROID: TAKING VISION TO THE NARKETPLACE335

11 Pricing Products: Pricing Considerations and Approaches338

Factors to Consider When Setting Prices341

Internal Factors AFFCTING Pricing Decisions341

External Factors Affecting Decisions347

General Pricing Approaches351

Cost-Based Pricing352

Value-Based Pricing355

Competition-Based Pricing356

Summary357

Discussing the Issues358

Key Terms358

Applying the Concepts359

References359

COMPANY CASE 11: U.S. ATR: SURVIVING THE FARE WARS359

12 Pricing Products: Pricing Strategies362

New-Product Pricing Strategies365

Market-Skimming Pricing365

Market-Penetration Pricing366

Product-Mix Pricing Strategies367

Product Line Pricing367

Optional-Product Pricing368

Captive-Product Pricing368

Price-Adjustment Strategies369

Discount and Allowance Pricing369

By-Product Pricing369

Product-Bundle Pricing369

Segmented Pricing370

Psychological Pricing371

Promotional Pricing372

Value Pricing372

Geographical Pricing373

International Pricing375

Price Changes377

Initiating Price Changes377

Responding to Price Changes379

Key Terms382

Discussing the Issues382

Applying the Concepts383

COMPANY CASE 12: CIRCUIT CITY SELLING USED CARS LIKE STEREOS384

13 Placing Products: Distribution Channels and Logistics Management386