市场营销学 英文版·第2版PDF|Epub|txt|kindle电子书版本网盘下载

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CHAPTER 1 MARKETING: CREATING VALUE FOR CUSTOMERS4

What Is Marketing？6

Types of Marketing7

Levels of Marketing Analysis8

What Are the Traditional Orientetions to Marketing？8

Marketing Movers ( Shakers: Jerry Stakhouse/Philadelphia 76ers)9

Production Orientation9

Sales Orientation10

Put It into Practice: Record How Nonprofit Organizations Try to Create Value11

Marketing Orientation11

What Is Value-Driven Marketing?12

Principles of Value-Driven Marketing12

Value-Driven Marketing View of Customers15

You Decide: Marketing Conflicts among Chinese Stakeholders17

What Is Marketing Management?21

Developing Marketing Plans and Strategies21

Understanding Customers and Markets22

Developing Marketing Mixes22

Implementing and Controlling Marketing Activities23

Summary23

CHAPTER 2 ENVIRONMENTAL ANALYSIS26

Scanning and Analyzing the Environment28

Content of Environmental Scanning29

Scope of Environmental Scanning29

The Economic Environment30

Business Cycles and Spending Patterns30

Consumer Income31

The Political and Legal Environment33

Laws Affecting Marketing33

Regulation of Marketing35

Marketing Movers ( Shakers: Robert Johnson/Black Entertainment Television)40

Influences on Laws and Regulations36

You Decide: The Bootlegging of American Products Overseas37

Court Actions37

Political and Legal Factors in the Global Environment37

The Social Environment38

Demographic Trends38

Put It into Practice: Use Your Consumer Rights36

Social Responsibility and Ethics40

The Natural Environment44

Availability of Resources44

Responsibity to the Natural Environment44

The Technological Environment46

Information Technology46

Technological Factors in the Global Environment48

Technology and Value48

The Competitive Environment48

Types of Competition48

Competitive Forces49

Competition in the Global Environment51

Summary51

Chapter 3 GLOBAL MARKETING CHALLENGES54

The Changing Global Environment56

North America57

The European Community59

Japan60

Other Nations60

Environmental Scanning and Analysis of Foreign Markets63

Economic Environment63

Political and Legal Environment67

Social Environment70

You Decide: Whose Chicken Is Better?74

Natural Environment74

Technological Environment74

Put It into Practice: How Mary Foreign Products Do You Own or Use?77

Competitive Environment75

Marketing Movers ( Shakers: Thomas Eck/Upton Tea Company)76

Modes of Entry into Global Market76

Exporting76

Licensing77

Joint Ventures78

Direct Ownership78

Summary79

CHAPTER 4 MARKETING AND ORGANIZATION STRATEGY82

Strategic Planning in the Organization84

Organizational Mission85

Marketing Movers ( Shakers: Guy Kawasaki/Apple Computer)86

Organizational Objectives87

Organizational Strategies87

Organization Portfolio Plan91

Business Portfolio Analysis92

Boston Consulting Group's Growth/Share Matrix92

General Electric’s Industry Attractiveness/Business Stpength Matrix93

Marketing and Other Functional Areas in the Strategic Panning Process94

Traditional Role of Marketing in the Planning Process95

Cross-Functional Teams96

Managing the Marketing Effort97

Developing a Marketing Plan98

Put it into Practice: Create Your Own Marketing Plan101

Demand Estimation101

Estimating Demand101

You Decide: Is Predicting and Fulfilling Demand the Best Value for Customers102

Forecasting,sales102

Evalueting the Forecast104

Summary105

PART 2 UNDERSTANDING CUSTOMERS AND MARKETS110

CHAPTER 5 MARKETING RESEARCH:INFORMATION AND TECHNOLOGY110

Information for Effective Marketing112

Information versus Data112

Marketing Information Systems114

Sources of Information105

Primary and Secondary Data117

The Marketing Research Process120

Formulate the Problem121

Plan a Research Design121

Collect Data124

Marketing Movers ( Shakers: Martin McKendry and Charlie/Bass SoloPrint)127

Analyze and Interpret Data127

Prepare the Research Report129

Applications of New Technology129

Geographical information Systems129

Virtual Peality130

The Internet131

Ethical Considerations131

Put It into Practice: Surf the Net132

You Decide: How Much Information Should Marketers Have Consumers?133

Deceit and Fraud in Marketing Research134

Invasion of Privacy134

Global Marketing Research135

Summary136

CHAPTER 6 CONSUMER BEHAVIOR140

The Consumer Buying Process142

Need Recognition142

Information Search144

Alternative Evaluation145

Purchase Decision146

Postpurchase Evaluation146

Types of Consumer Decision Making147

Routine Decision Making148

Limited Decision Making148

Extensive Decision Making149

SociaI Influences149

Culture150

Subcultures151

Social Class154

Reference Groups155

Family157

Put It into Practice: Who Makes the Buying Decisions in Your Family?158

Marketing Influences159

Product159

Pricing160

Placement (Channels of Distribution)160

You Decide: Should Computels Be Cheaper?161

Promotion（Marketing Communications)161

Situational Influences161

Physical Surrounding162

Marketing Movers ( Shakers: Mike Bartusick/Park Bench Cafe)163

Social Surroundings163

Time163

Task164

Momentary Conditions164

Summary165

CHAPTER 7 ORGANIZATIONAL BUYING BEHAVIOR168

Organizational Markets170

Characteristics of Organizational Markets170

Categories of Organizational Buyers171

Business Classifications175

International Exchanges176

Major Forces in Organizational Markets177

Demand177

Competition177

Marketing Movers ( Shakers: Al Misale/Office Club)178

Technology179

You Decide: Could Russia Become the New Computing Capital of the World?180

The Organizational Buying Process182

Types of Purchases182

Buying Criteria184

Characteristics of Organizational Buying187

The Nature of Organizational Exchanges189

Interactions with Organizational Buyers189

Buyer-Seller Interactions190

The Buying Center192

Put It into Practice: Who Is Involved in the Buying ter in Your Organization?194

Summary195

CHAPTER 8 MARKET SEGMENTATION198

The Need for Market Segmentation200

What Is Market Segmentation?201

General Approaches to Serving Markets201

Put It into Practice: Find Your Own Niche202

Approaches to Segmenting Consumer Markets204

Marketing Movers ( Shakers: The Beretta Family/Beretta)204

Demographic Segmentation205

You Decide: What's the Market for Used Stuff?207

Geographic Segmentation210

Psychographic Segmentation210

Segmentation Based on Thoughts and Feelings211

Segmentation Based on Purchase Behavior213

Multiple Bases for Segmentation214

Approaches to Segmenting Organizational Markets215

Geographic Segmentation215

Segmentation Based on Customer Type215

Segmentation Based on Organizational Buyer Behavior217

The Market Segmentation Process217

Analyze Customer-Product Relationships218

Investigate Segmentation Bases218

Develop Product Positioning219

Select Segmentation Strategy221

Global Implications222

Summary224

PART 3 MANAGING AND DEVELOPING GOODS AND SERVICES228

CHAPTER 9 MANAGING EXISTING PRODUCTS228

Product Classifications230

Consumer and Industrial Products230

Durables and Nondurables234

The Product Life Cycle234

Introduction235

Growth236

Maturity236

Decline236

Evaluation of the Product Life Cycle237

Product AdoPtion and Diffusion239

Branding and Brand Equity239

Put It into Practice: Do You Know What Kind of Buyers You Know?241

Benefits of Branding241

You Decide: Does Sub-Zero Create Superior Value?242

Types of Brands242

Selecting a Brand244

Protecting Trademarks248

Developing and Managing Brand Equity246

Product Mixes and Product Lines248

Managing Product Mixes and Lines249

Marketing Movers ( Shakers: Harvey McLeod & Chris Freeman/Devil Sticks)251

Summary253

CHAPTER 10 DEVELOPING NEW PRODUCTS256

Types Of New Products258

The New Product Development Process260

Idea Generation260

Put lt into Practice: Generate Your Own Ideas for a New Product261

Idea Screening262

Business Analysis263

Product Development264

Test Marketing265

Commercialization267

Selecting New Product Characteristics268

Quality Level268

Product Features269

Product Design270

Product safety271

Packaging and Labeling New Products272

Packaging272

Labeling274

Global Implications274

You Decide: Do Eco-Labels Really Create Value for Consumers?275

Reducing New Product Failures216

Why New Products Fail276

Organizing for Success277

Shorting Development Time278

Marketing Movers ( Shakers: Bill Gates & Doug Rowan/Corbis Corp)279

Summary281

CHAPTER 11 MARKETING SERVICES284

The Service Economy286

Reasons For Growth286

The Nature of Services Marketing288

Characteristics of Services288

You Decide: Can Amtrak Deliver High-Speed Service?292

Classification Of Services293

The Marketing Environment for Services294

The Marketing Mix for services295

Developing Services295

Put it into Practice: Evaluate the Alternatives for a Service296

Pricing Services297

Distributing Services298

Promoting Services299

Nonbusiness Services Marketing300

Nonprofit Organization300

Marketing Movers ( Shakers: Paul Martin Du Bois & Francis Moore Lapp/American News Service)301

Government Agencies302

Political Groups303

Summary303

PART 4 PRICING PRINCIPLES AND STRATEGIES308

CHAPTER 12 FUNDAMENTALS OF PRICING308

Economics of Pricing310

Demand Curves310

Put It into Practice: Consider Psychological Factors in Pricing as a Consumer313

Marginal Analysis315

Approaches to Pricing317

Pricing Based on Cost317

Pricing Based on Competition320

Pricing Based on Customer Value322

Marketing Movers ( Shakers: The New Bike Manufacturers)323

Legal and Ethical Issues in Pricing325

Government Regulation of Pricing325

You Decide: Are Women Being Taken to the Cleaners?327

Ethics of Pricing327

Summary328

CHAPTER 13 PRICING GOODS AND SERVICES332

PricIng Objectives334

Segmentation and Positioning Objectives335

Sales and Profit Objectives335

Competitive Objectives336

Survival Objectives336

You Decide: Is Fingerhut's Pricing Strategy Socially Responsible?337

Social Responsibility Objectives337

Pricing Strategies337

The Pricing Process338

Pricing New ProductS340

Pricing Existing Products341

Pricing Product Lines343

Adjusting Prices343

Discounting344

Marketing Movers ( Shakers: Bill Dinardo/Tech-Ceram Corp)348

Psychological Pricing350

Geographic pricing352

Put It into Practice: Evaluate Your Own Response to Psychological Pricing354

Strategies for Global Marketers354

Evaluation and Control of Pricing356

Competitor Responses356

Customer Responses357

Controlling the Price Level358

Summary359

PART 5 PLACEMENT:DISTRIBUTING GOODS AND SERVICES364

CHAPTER 14 MANAGING DISTRIBUTION CHANNELS364

Introduction to Channels366

Distribution Functions366

Intermediaries and Costs368

Channel Options369

Channels for Consumer Goods369

Put It into Practice: Find Out How Products Get into a Store's Shelf370

Channels for Organizational GoodS370

Channels for Services372

Multiple Distribution Channels372

Reverse Channels373

Vertical Marketing Systems374

Administered VMS374

Corporate VMS374

Contractual VMS375

Managing Channels of Distribution376

Selecting Channels376

Marketing Movers ( Shakers: Michael P. Krasny/CDW Computer Center Inc)378

Managing Channel Relationships381

You Decide: When a Change in Channels Creates Conflict383

Managing Global Channels384

Regulating Channels385

Legal Issues385

Political Issues386

Ethical Issues387

Summary387

Chaper 15 WHOLESALING AND PHYSICAL DISTRIBUTION390

The Role of Wholesaling in Distribution392

Major Types Of WholesaIers393

Merchant Wholesalers394

Marketing Movers ( Shakers: Nanci Mackenzie/U.S. Gas Transportation)395

Agents and Brokers396

Marketing Strategies for Wholesalers397

Strategies to Attract Producers397

Strategies to Attract Retallers398

Trends in Wholesaling398

Put It into Practice: Help a Wholesaler Survive399

Physical Distribution399

The Physical Distribution Process399

You Decide: Can Truckers and Wholesalers Establish a Better Relationship?401

Meneging Physical Distribution406

Trends in Physical Distribution407

Summary410

CHAPTER 16 RETAILING412

The Role of Retailing in Distribution414

Major Types of Retailers415

Store Retailing416

Nonstore Retailing418

Marketing Strategy Decisions for Retailers422

Product Retailers422

Pricing Decisions424

Placement Decisions425

Put It into Practice: How Convenient Is Your Local Mail427

Promotion Decisions427

Store Image and Atmospherics428

You Decide: Does Wal-Mart Need a New Face？429

Marketing Movers ( Shakers: John L. Morris /Bass Pro Shops)430

Changing Environment of Retailing430

Changes in Types of Retailer431

Technological Changes in Retailing432

Global Scope of Retailing435

Legal and Ethical Issues in Retailing436

Summary437

PART 6 PROMOTION:INTEGRATED MARKETING COMMUNICATIONS442

CHAPTER 17 MANAGING MARKETING COMMUNICATIONS442

Goals of Marketing Communications444

Create Awareness445

Build Positive Images445

Identify Prospects445

Put It into Practice: Observe How a Product's Image Is Created446

Build Channel Relationships447

Retain Customers447

Understanding Marketing Communications447

The Communlcation Process447

The AIDA Model448

Communication with a Target market449

Elements Of the Communications Mix449

Marketing Movers ( Shakers: Jason and Matthew Olim/CDnow)450

Advertising450

Personal Selling451

Sales Promotion451

Publicity452

Integrated Marketing Communications452

Managing Communications Strategy454

Setting Communications Objectives454

Selecting the Communications Mix455

Setting Communications Budgeting457

Implementing and Controlling the Communications Strategy459

Implications for Global marketers461

Legal and Ethical Issues in Marketing Communications462

You Decide: How Do You Communicate in the New 'Net Cultre?463

Regulation of Communications463

Socially Responsible Communications465

Summary465

CHAPTER 18 ADVERTISING, SALES PROMOTION,ANDPUBLICITY468

Advertising470

Types of Advertising470

Developing and Managing Advertising Campaigns472

Marketing Movers ( Shakers: Michael Bronner/Bronner Slosberg Humphrey Inc.)473

Review Advertising Goals and Budgets474

Put It into Practice: How Many Slogans Do You Remember?476

Create Messages476

Select Media477

Pretest Ads482

Evaluate Advertising Effectiveness483

Adjust Adverting as Needed485

Legal and Ethical Issues in Advertising485

Sales Promotion486

Consumer Promotions487

Trade Promotions491

Legal and Ethical Issues in Sales Promotion492

Publicity492

Types of Publicity492

Managing Negative Publicity494

Ethical Issues in Publicity494

You Decide: Was the Russian Election as American as Apple Pie?495

Summary496

CHAPTER 19 PERSONAL SELLING AND SALES MANAGEMENT500

The Nature Of Personal Selling502

The Role Of Personal Selling503

Activities of Salespeople503

Relationship Selling507

Marketing Movers ( Shakers: Stuart Levine/Dale Carnegie & Associates)508

Steps in the Selling Process508

Prospect for customers509

Put It into Practice: Indentify Your Own Personal Selling Experience510

Prepare for Sales Calls510

Approach Qualified Prospects511

Make Sales Presentations511

Handle Objections513

Close Sales514

Build Long-Term Relationships514

Sales Management515

Organizing Sales Forces515

Recruiting Salespeople516

Training and Supervising Salespeople518

Motivating and Compensating Salespeople519

You Decide: What's the Best Way to Motivate Sales Support Staff?522

Evaluating and Controlling Salespeople522

Ethical Issues in Personal Selling524

Manipulation Of Prospects525

Bribery525

Accuracy of Reports526

Summary526

PART 7 EVALUATING MARKETING EFFECTIVENESS532

Chapter 20 IMPLEMENTING AND CONTROLLING MARKETING ACTIVITIES532

Organizing Marketing Activities534

Organizing Marketing Within a Company534

Organizing Marketing across Companies535

Implementing Marketing Plans and Strategies537

Staffing Marketing Positions537

Coordinating Marketing Activities538

Communicating Ideas and Information540

Marketing Movers ( Shakers: Small Bussiness Counselors)541

Motivating Employees542

Controlling Marketing Plans and Strategies543

You Decide: Can Business Control the Direction of Technology?544

The Control Process544

Sales Analysis546

Profitability Analysis549

Put It into Practice: Give Feedback as a Customer550

Customer Satisfaction Analysis550

The Marketing Analysis552

Summary554

Appendix A: Creating a Marketing Plan558

Appendix B: career Opportunities in Marketing568

Appendix C: Mathematics Used in Marketing576

Notes587

photo Credits604

Glossary606

Indexes615