《营销管理 分析、计划、执行与控制 第9版英文版》求取 ⇩

Part I UNDERSTANDING MARKETING MANAGEMENT1

CHAPTER 1 Assessing Marketing's Critical Role in Organizational Performance1

DOING BUSINESS IN THE GLOBAL ECONOMY3

The Global Economy3

The Income Gap4

The Environmental Imperative and Other Business Trends4

Technological Advances5

Focus on the Customer8

Other Issues8

WHAT IS MARKETING? THE CORE CONCEPTS9

Needs, Wants, and Demands9

Products (Goods, Services,and Ideas)9

Value, Cost, and Satisfaction10

Exchange and Transactions11

Relationships and Networks12

Markets13

Marketers and Prospects14

MARKETING MANAGEMENT14

COMMNY ORIENTATIONS TOWARD THE MARKETPLCE17

The Production Concept17

The Product Concept17

The Selling Concept/Sales Concept18

The MarketingConcept19

The Societal Marketing Concept27

THE RAPID ADOPTION OF MARKETING MANAGEMENT29

In the Business Sector29

In the Nonprofit Sector29

In the Global Sector31

SUMMARY31

CONCEPT APPLICATIONS32

NOTES34

CHAPTFR 2 BuildingCustomer Satisfaction Through Quality,Service, and Value36

DEFINING CUSTOMER VALUE AND SATISFACTlON38

Customer Value38

Customer Satisfaction40

DELIVERING CUSTOMER VALUE AND SATISFACTION44

Value Chain44

Value-Delivery Network45

ATTRACTING AND RETAINING CUSTOMERS46

Computing the Cost of Lost Customers46

The Need for customer Retention47

Relatiorship Marketing The Key48

CUSTOMER PROFITABILITY: THE ULTIMATE TEST52

IMPLEMENTING TOTAL QUALITY MARKETING54

SUMMARY58

CONCEPT APPLICATIONS58

NOTES61

CHAPTER 3 Winning Markets Tbrougb Market -Oriented Strategic Planning62

THE NATURE OF HIGH-PERFORMANCE BUSINESSES65

Stakeholders65

Processes66

Resources66

Organization and Organizational Culture67

CORPORATE AND DIVISION STRATEGIC PLANNING68

Defining the Corporate Mission68

Establishing Strategic Business Units70

Assigning Resources to Each SBU71

Planning New Businesses77

Downsizing Older Businesses80

BUSINESS STRATEGIC PLANNING80

Business Mission80

External Environment Analysis (Opportunity and Threat Analysis)81

Internal EnvironmentAnalysis (strengths/Weaknesses Analysis)82

Goal Formulation84

Strategy Formulation84

Program Formulation87

Implementation87

Feedback and Control87

THE MARKETING PROCESS88

Analyzing Marketing Opportunities90

Developing Marketing Strategies91

Planning Marketing Programs92

Managing the Marketing Effort94

PRODUCT PLANNING:THE NATURE AND CONTENTS OF A MARKETING PLAN95

Executive Summary and Table of Contents95

Current Marketing Situation96

Opportunity and Issue Analysis98

Objectives99

Marketing Strategy100

Action Programs100

Projected Profit-and-Loss Statement101

Controls101

THE SHAPE OF MARKETING PLANNING IN THE 1900s101

SUMMARY102

CONCEPT APPLICATIONS103

NOTES106

Part Ⅱ ANALYZING MARKETING OPPORTUNITIES108

CHAPTER 4 Managing Marketing Information and MeasuringMarket Demand108

WHAT IS A MARKETING INFORMATION SYSTEM?110

INTERNAL RECORDS SYSTEM110

The Order-to-Payment Cycle110

Sales Reporting Systems111

MARKETING INTELLIGENCE SYSTEM112

MARKETING RESEARCH SYSTEM113

Suppliers of Marketing Research114

The Marketing Research Process115

The Characteristics of Good Marketing Research124

Overcoming Barriers to the Use of Marketing Research126

MARKETING DECISION SUPPORT SYSTEM127

AN OVERVIEW OF FORECASTING AND DEMAND MEASUREMENT130

Measures of Market Demand131

Which Market to Measure?131

A Vocabulary for Demand Measurement132

Estimating Current Demand135

Estimating Future Demand139

SUmmary141

CONCEPT APPLICATIONS142

NOTES144

CHAPTER 5 Scanning the Marketing Enviroment146

ANALYZING NEEDS AND TRENDS IN THEMACROENVIRONMENT148

IDENTIFYING AND RESPONDING TO THE MAJOR MACROENVIRONMENT FORCES150

Demographic Environment151

Economic Environment156

Natural Environment157

Technological Environment160

Political/Legal Environment160

Social/Cultural Environment164

SUMMARY166

CONCEPT APPLICATIONS167

NOTES169

CHAPTER 6 Analyzing Consumer Markets and Buying Behavior170

A MODEL OF CONSUMER BEHMIOR171

MAJOR FACTORS INFLUENCING BUYINGBEHAVIOR172

Cultural Factors172

Social Factors175

Personal Factors179

Psychological Factors181

THE BUYING PROCESS189

Buying Roles189

Buying Behavior190

The Stages of the Buying Decision Process192

SUMMARY199

CONCEPT APPLICATIONS199

NOTES201

CHAPTER 7 Analyzing Business Markets and Business BuyingBebavior203

WHAT IS ORGANIZATIONAL BUYING?204

The Business Market versus the Consumer Market204

Buying Situations206

Participants in the Business BuyingProcess209

Major Influences on Business Buyers210

The Purchasing/Procurement Process214

INSTITUTIONAL AND GOVERNMENT MANKETS221

SUMMARY222

CONCEPT APPLICATIONS223

NOTES225

CHAPTER 8 Analyzing Industries and Competitors227

IDENTIFYNG COMPETITORS229

Industry Concept of Competition230

Market Concept of Competition233

IDENTIFYING COMPETITORS' STRATEGIES233

DETERMINING COMPETITORS' OBJECTIVES235

ASSESSING COMPETITOR' STRENGTHS AND WEAKNESSES236

ESTIMATING COMPETITORS' REACTION PATTRNS238

DESIGNING THE COMPETITIVE INTELLIGENCESYSTEM240

SELECTING COMPETITORS TO ATTACK AND AVOID241

BALANCING CUSTOMER AND COMPETITOR ORENTATIONS244

SUMMARY245

CONCEPT APPLICATIONS245

NOTES247

CHAPTER 9 Identifying Market Segments and Market Targets248

MARKET SEGMENTATION249

Levels of Market Segmentation250

Patterns of Market Segmentation254

Market-Segmentation Procedure255

Bases for Segmenting Consumer Markets256

Bases for Segmenting Business Markets266

Requirements for Effective Segmentation268

MARKET TARGETING269

Evaluating the Market Segments269

Selecting the Market Segments269

Additional Considerations in Evaluating and Selecting Segments272

SUMMARY275

CONCEPT APPLICATIONS276

NOTES277

CHAPTER 10279

PART Ⅲ DEVELOPING MARKETING STRATEGIES279

Differentiating and Positioning the Market offering~279

TOOLS FOR COMPETITIVE DIFFERFNMATION282

Product Differentiation283

Services Differentiation289

Personnel Differentiation291

Channel Differentiation292

Image Differentiation292

DEVELOPING A POSITIONING STRATEGY294

How Many Differences to Promote?296

Which Differences to Promote?300

COMMUNICATING THE COMPANY'S POSITIONING301

SUMMARY301

CONCEPT APPLICATIONS302

NOTES305

CHAPTER 11 Developing New Products306

CHALLENGES IN NEW-PRODUCT DEVELOPMENT308

EFFECTIVE ORGANIZATIONAL ARRANGEMENTS309

MANAGING THE NEW-PRODUCT DEVELOPMENT PROCESS311

Idea Generation312

Idea Screening315

Concept Development and Testing317

Marketing Strategy Development322

Business Analysis323

Product Development326

Market Testing328

Commercialization332

THE CONUMER-ADOPTION PROCESS335

Stages in the Adoption Process335

Factors Influencing the Adoption Process336

SUMMARY338

CONCEPTAPPLICATIONS338

NOTES341

CHAPTER 12 Managing Life-Cycle Strategies343

THE PRODUCT LIFE CYCLE344

Demand/Technology Life Cycle344

Stages in the ProductLife Cycle345

Product-Category,Product-Form,Product,and Brand Life Cycles346

Other Shapes of the Product Life Cycle347

The International Product Life Cycle350

MARKETING STRATEGIES THROUGHOUT THE PLC350

Introduction Stage350

Growth Stage354

Maturity Stage355

Decline Stage358

Summary and Critique of the Product Life-Cycle Concept362

MARKET EVOLUTION362

Stages in Market Evolution364

Dynamics of Attribute Competition367

SUMMARY368

CONCEPT APPLICATIONS369

NOTES371

CHAPTER 13 Designing Marketing Strategies for Market Leaders, Challengers, Followers, and Nicbers372

MARKet-LEADER STRATGIES373

Expanding the Total374

Defending Market Share376

Expanding Market Share382

Two Case Studies: ProcterGamble and Caterpillar384

MARKET-CHALLENGER STRATEGIES387

Defining the Strategic Objective and Opponent(s)387

Choosing a General Attack Strategy388

Choosing a Specific Attack Strategy391

MARKET-FOLLOWER STRATEGIES393

MARKET-NICHER STRATEGIES395

Niche Specialization396

SUMMARY397

CONCEPT APPLICATIONS399

NOTES400

CHAPTER 14 Designing and Managing Global MarketingStrategies402

DECIDING WHETHER TO GO ABROAD404

DECIDING WHICH MARKETS TO ENTER405

DECIDING HOW TO ENTER THE MARKET409

Indirect Export409

Direct Export410

Licensing410

Joint Ventures412

Direct Investment412

The Internationalization Process413

DECIDING ON THE MARKETING PROGRAM413

Product416

Promotion417

Price419

Place (Distribution Channels)420

DECIDING ON THE MARkETING ORGANIZATION421

Export Department421

International Division421

Global Organization424

SUMMARY425

CONCEPT APPLICATIONS426

NOTES427

Part Ⅳ PLANNING MARKETING PROGRAMS429

CHAPTER 15 Managing Product Lines, Brands, and Packaging429

WHAT IS A PRODUCT?430

Five Levels of a Product431

Product Hierarchy432

Product Classifications433

PRODUCT-MIX DECISIONS435

PRODUCT-LINE DEClSIONS436

Product-Line Analysis437

Product-Line Length438

Line Modernization441

Line Featuring442

Line Pruning442

BRAND DECISIONS442

What Is a Brand?443

The Concept and Measurement of Brand Equity444

Challenges in Branding445

PACKAGING AND LABELING DECISIONS457

Packaging458

Labeling459

SUMMARY460

CONCEPT APPLICATIONS461

NOTES463

CHAPTER 16 Managing Service Businesses and Product Support Services465

THE NATURE AND CLASSIFICATION OF SERVICES467

CHARACTERSTICS OF SERVICES AND THEIR MARKETING IMPLICATIONS468

Intangibility469

Inseparability469

Variability470

Perishability471

MARKETING STKATEGIES FOR SEBVICE FIRMS471

Managing Differentiation474

Managing Service Quality476

Managing Productivity482

MANAGING PRODUCT SUPPORT SERVICES483

Postsale Service Strategy485

SUMMARY488

CONCEPTAPPLICATIONS488

NOTES491

CHAPTER 17 Designing Pricing Strategies and Programs493

SETTING THE PRICE495

Selecting the Pricing Objective496

Determining Demand497

Estimating Costs499

Analyzing Competitors' Costs, Prices, and Offers502

Selecting a Pricing Method502

Selecting the Final Price508

ADAPTING THE PRICE510

Geographical Pricing (Cash, Countertrade, and Barter)510

Price Discounts and Allowances511

Promotional Pricing512

Discriminatory Pricing513

Product-Mix Pricing514

INITIATING AND RESPONDING TO PRICE CHANGES516

Initiating Price Cuts516

Initiating Price Increases517

Reactions to Price Changes520

Responding to Competitors Price Changes521

SUMMARY522

CONCEPT APPLICATIONS523

NOTES527

CHAPTER 18 Selecting andMarketing Channels528

WHAT ARE MARKETINManagingG CHANNELS?530

Why Are Marketing Intermediaries Used?530

Channel Functions and Flows531

Channel Levels533

Channe1s in the Service Sector534

CHANNEL-DESIGN DECISIONS535

Analyzing Customers Desired Service Output Levels537

Establishing the Channel Objectives and Constraints537

Identifying the Major Channel Alternatives538

Evaluating the Major Channel Alternatives541

CHANNEL-MANAGEMENT DECISIONS542

Selecting Channel Members543

Motivating Channel Members544

Evaluating Channel Members545

Modifying Channel Arrangements546

CHANNEL DYNAMICS549

Vertical Marketing Systems549

Horizontal Marketing Systems551

Multichannel Marketing Systems551

Roles of Individual Firms in a Channel552

CHANNEL COOPERATION, CONFLICT AND COMPETITION553

TyPes of ConfLict and Competition553

Causes of Channel Conflict555

Managing Channel Conflict556

Legal and Ethical Issues in Channel Relations557

SUMMARY558

CONCEPT APPLICATIONS559

NOTES560

CHAPTER 19 Managing Retailing,Wholesaling,and Market Logistics562

RETAILILNG563

Types of Retailers563

Retailer Marketing Decisions567

Trends in Retailing579

WHOLESALING583

The Growth and Types of Wholesaling584

Wholesaler Marketing Decisions584

Trends in Wholesaling585

MARKET LOGISTICS589

Market-Logistics Objectives593

Market-Logistics Decisions594

Organizational Lessons About Market Objectives597

SUMMARY598

CONCEPT APPLICATIONS599

NOTES601

CHAPTER 20 Designing and Managing Integrated MarketingCommunications603

A VIEW OF THE COMMUNICATION PROCESS605

DEVELOPING EFFECTIVE COMMUNICATONS607

Identifying the Target Audience607

Determining the Communication Objectives610

Designing the Message611

Selecting the Communication Channels616

Establishing the Total Promotion Budget620

Deciding on the Promotion Mix622

Measuring the Promotion's Results629

Managing and Coordinating Integrated Markering Communications629

SUMMARY632

CONCEPT APPLICATIONS633

NOTES634

CHAPTER 21 Managing Advertising,Sales Promotion,and Public Relations636

DEVELOPING AND MANAGING AN ADVERTISING PROGRAM637

Setting the Advertising Objectives638

Deciding on the Advertising Budget639

Choosing the Advertising Message640

Deciding on the Media648

Evaluating Advertising Effectiveness657

SALES PROMOTION661

The Rapid Growth of Sales Promotion662

PurPose of Sales Promotion662

Major Decisions in Sales Promotion663

PUBLIC RELATIONS671

Major Decisions in Marketing PR673

SUMMARY678

CONCEPT APPLICATIONS679

NOTES681

CHAPTER 22 Managing the Sales Force684

DESIGNING THE SALES FORCE686

Sales Force Objectives686

Sales Force Strategy688

Sales Force Structure689

Sales Force Size692

Sales Force Compensation692

MANAGING THE SALES FORCE694

Recruiting and Selecting Sales Representatives694

Training Sales Representatives695

Supervising Sales Representatives696

Motivating Sales Representatives698

Evaluating Sale Representatives701

PRINCIPLES OF PERSONAL SELLING704

Sales Professionalism704

Negotiation707

Relationship Marketing711

SUMMARY713

CONCEPT APPLICATIONS713

NOTES715

CHAPTER 23 Managing Direct and OnlineMarketing717

THE GROWTH AND BENEFITS OF DIRECT MARKETING718

The Growth of Direct Marketing and Electronic Shopping719

The Benefits of Direct Marketing720

CUSTOMER DATABASES AND DIRECT MARKETING721

MAJOK CHANELS FOR DIRECT MARKETING725

Face-to-Face Selling725

Direct-Mail Marketing725

Catalog Marketing729

Telemarketing729

Television and Other Major Media Direct-Response Marketing730

Kiosk Marketing730

Online Channels730

MARKETING IN THE TWENTYFIRST CENTURY: ONLINE MARKETING731

The Benefits of Online Marketing731

On1ine Marketing Channels732

THE GROWING USE OF INTEGRATED DIRECT MARKETING737

PUBUC AND ETHICAL ISSUES IN THE USE OF DIRECT MARKETING739

SUMMARY740

CONCEPT APPLICATIONS740

NOTES742

Part V MANAGING THE MARKETING EFFORT744

CHAPTER 24 Organizing,Implementing,Evaluating,and Controlling Marketing Activities744

COMMANY ORGANIZATION745

MARKETING ORGANIZATION746

The Evolution of the Marketing Department746

Ways of Organizing the Marketing Department748

Marketing's Relations with Other Departments'757

Strategies for Building a Companywide Marketing Orientation761

MARKETING IMPLEMENTATION763

CONTROLLING MARKETING ACTIVITY765

Annual-Plan Control766

Profitability Control770

Efficiency Control774

Strategic Control776

SUMMARY784

CONCEPT APPLICATIONS785

NOTES788