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• Cover Page
• Title Page
• Copyright Page
• Dedication
• Contents
• Videos in This Enhanced eBook
• Welcome to Your Enhanced eBook
• Preface
• Acknowledgments
• About the Authors
• Part 1: Defining Marketing and the Marketing Process
• Chapter 1 Marketing: Creating Customer Value and Engagement
• What Is Marketing?
• Marketing Defined
• The Marketing Process
• Understanding the Marketplace and Customer Needs
• Customer Needs, Wants, and Demands
• Market Offerings—Products, Services, and Experiences
• Customer Value and Satisfaction
• Exchanges and Relationships
• Markets
• Designing a Customer Value–Driven Marketing Strategy and Plan
• Customer Value–Driven Marketing Strategy
• Preparing an Integrated Marketing Plan and Program
• Managing Customer Relationships and Capturing Customer Value
• Engaging Customers and Managing Customer Relationships
• Capturing Value from Customers
• The Changing Marketing Landscape
• The Digital Age: Online, Mobile, and Social Media Marketing
• The Growth of Not-for-Profit Marketing
• Rapid Globalization
• Sustainable Marketing: The Call for More Environmental and Social Responsibility
• So, What Is Marketing? Pulling It All Together
• Developing Skills for Your Career
• Reviewing and Extending The Concepts
• Objectives Review
• Key Terms
• Discussion Questions
• Critical Thinking Exercises
• Applications and Cases
• Online, Mobile, and Social Media Marketing: Fionamania
• Marketing Ethics: Exaggeration and High Pressure
• Marketing by the Numbers: Be on the First Page
• Company Case: Argos: Creating Customer Value amid Change and Turbulence
• Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
• Company-Wide Strategic Planning: Defining Marketing’s Role
• Defining a Market-Oriented Mission
• Setting Company Objectives and Goals
• Designing the Business Portfolio
• Analyzing the Current Business Portfolio
• The Boston Consulting Group Approach
• Developing Strategies for Growth and Downsizing
• Planning Marketing: Partnering to Build Customer Relationships
• Partnering with Other Company Departments
• Partnering with Others in the Marketing System
• Marketing Strategy and the Marketing Mix
• Customer Value–Driven Marketing Strategy
• Developing an Integrated Marketing Mix
• Managing the Marketing Effort and Marketing Return on Investment
• Managing the Marketing Effort
• Measuring and Managing Marketing Return on Investment
• Reviewing and Extending The Concepts
• Objectives Review
• Key Terms
• Discussion Questions
• Critical Thinking Exercises
• Applications and Cases
• Online, Mobile, and Social Media Marketing: Lush UK Abandons Social Media
• Marketing Ethics: Creating Value or Distracting Consumers?
• Marketing by the Numbers: Facebook versus Google
• Company Case: Dyson: Solving Customer Problems in Ways They Never Imagined
• Part 2: Understanding the Marketplace and Consumer Value
• Chapter 3 Analyzing the Marketing Environment
• The Microenvironment and Macroenvironment
• The Microenvironment
• The Macroenvironment
• The Demographic and Economic Environments
• The Demographic Environment
• The Economic Environment
• The Natural and Technological Environments
• The Natural Environment
• The Technological Environment
• The Political–Social and Cultural Environments
• The Political and Social Environment
• The Cultural Environment
• Responding to the Marketing Environment
• Reviewing and Extending The Concepts
• Objectives Review
• Key Terms
• Discussion Questions
• Critical Thinking Exercises
• Applications and Cases
• Online, Mobile, and Social Media Marketing: #MeToo
• Marketing Ethics: Automatic Auto Renewals
• Marketing by the Numbers: An Aging America
• Company Case: Square: In Relentless Pursuit of a More Elegant Payment Experience
• Chapter 4 Managing Marketing Information to Gain Customer Insights
• Marketing Information and Customer Insights
• Marketing Information and Today’s “Big Data”
• Managing Marketing Information
• Assessing Information Needs and Developing Data
• Assessing Marketing Information Needs
• Developing Marketing Information
• Marketing Research
• Traditional Marketing Research in Transition
• Defining the Problem and Research Objectives
• Developing the Research Plan
• Gathering Secondary Data
• Primary Data Collection
• Implementing the Research Plan
• Interpreting and Reporting the Findings
• Analyzing and Using Marketing Information
• Customer Relationship Management (CRM)
• Big Data, Marketing Analytics, and Artificial Intelligence
• Distributing and Using Marketing Information
• Other Marketing Information Considerations
• Marketing Research in Small Businesses and Nonprofit Organizations
• International Marketing Research
• Public Policy and Ethics in Marketing Research
• Reviewing and Extending The Concepts
• Objectives Review
• Key Terms
• Discussion Questions
• Critical Thinking Exercises
• Applications and Cases
• Online, Mobile, and Social Media Marketing: Creepy Data
• Marketing Ethics: WeChat
• Marketing by the Numbers: What’s Your Sample?
• Company Case: Bayer: Big Data for Customer Insights
• Chapter 5 Consumer Markets and Buyer Behavior
• Model of Consumer Behavior
• Characteristics Affecting Consumer Behavior
• Cultural Factors
• Social Factors
• Personal Factors
• Psychological Factors
• Buying Decision Behavior and the Buyer Decision Process
• Types of Buying Decision Behavior
• The Buyer Decision Process
• The Customer Journey
• The Buyer Decision Process for New Products
• Stages in the Adoption Process
• Individual Differences in Innovativeness
• Influence of Product Characteristics on Rate of Adoption
• Reviewing and Extending The Concepts
• Objectives Review
• Key Terms
• Discussion Questions
• Critical Thinking Exercises
• Applications and Cases
• Online, Mobile, and Social Media Marketing: Blogvertorials
• Marketing Ethics: Make Yourself Feel Good
• Marketing by the Numbers: Evaluating Alternatives
• Company Case: Kraft Heinz: Once a Taste Maker Now Struggles as Consumer Tastes Change
• Chapter 6 Business Markets and Business Buyer Behavior
• Business Markets
• Market Structure and Demand
• Nature of the Buying Unit
• Types of Decisions and the Decision Process
• Business Buyer Behavior
• Major Types of Buying Situations
• Participants in the Business Buying Process
• Major Influences on Business Buyers
• The Business Buyer Decision Process
• Problem Recognition
• General Need Description
• Product Specification
• Supplier Search
• Proposal Solicitation
• Supplier Selection
• Order-Routine Specification
• Performance Review
• Engaging Business Buyers with Digital and Social Marketing
• E-procurement and Online Purchasing
• Business-to-Business Digital and Social Media Marketing
• Institutional and Government Markets
• Institutional Markets
• Government Markets
• Reviewing and Extending The Concepts
• Objectives Review
• Key Terms
• Discussion Questions
• Critical Thinking Exercises
• Applications and Cases
• Online, Mobile, and Social Media Marketing: E-procurement and Mobile Procurement
• Marketing Ethics: Big Tech for Military Activities
• Marketing by the Numbers: From Gaming to Public Safety
• Company Case: Shopify: An E-commerce Giant That Doesn’t Sell to End Users
• Part 3: Designing a Customer Value–Driven Strategy and Mix
• Chapter 7 Customer Value–Driven Marketing Strategy: Creating Value for Target Customers
• Marketing Strategy
• Market Segmentation
• Segmenting Consumer Markets
• Segmenting Business Markets
• Segmenting International Markets
• Requirements for Effective Segmentation
• Market Targeting
• Evaluating Market Segments
• Selecting Target Market Segments
• Differentiation and Positioning
• Positioning Maps
• Choosing a Differentiation and Positioning Strategy
• Communicating and Delivering the Chosen Position
• Reviewing and Extending The Concepts
• Objectives Review
• Key Terms
• Discussion Questions
• Critical Thinking Exercises
• Applications and Cases
• Online, Mobile, and Social Media Marketing: Influence Not Accepted as Payment
• Marketing Ethics: Allegiant Airlines: Value Creation or Flying Public at Risk?
• Marketing by the Numbers: See the Clot, Bust the Clot, Save a Life
• Company Case: 5-Hour Energy: Hours of Energy without the Beverage
• Chapter 8 Products, Services, and Brands: Building Customer Value
• What Is a Product?
• Products, Services, and Experiences
• Levels of Product and Services
• Product and Service Classifications
• Product and Service Decisions
• Individual Product and Service Decisions
• Product Line Decisions
• Product Mix Decisions
• Services Marketing
• The Nature and Characteristics of a Service
• Marketing Strategies for Service Firms
• The Service Profit Chain
• Branding Strategy: Building Strong Brands
• Brand Equity and Brand Value
• Building Strong Brands
• Managing Brands
• Reviewing and Extending The Concepts
• Objectives Review
• Key Terms
• Discussion Questions
• Critical Thinking Exercises
• Applications and Cases
• Online, Mobile, and Social Media Marketing: Engaging Rival Brand Fans
• Marketing Ethics: Cutthroat Prices
• Marketing by the Numbers: Diet Coke with Fiber
• Company Case: MINI: Focus on the Essential—Maximize the Experience
• Chapter 9 Developing New Products and Managing the Product Life Cycle
• New Product Development Strategy
• The New Product Development Process
• Idea Generation
• Idea Screening
• Concept Development and Testing
• Marketing Strategy Development
• Business Analysis
• Product Development
• Test Marketing
• Commercialization
• Managing New Product Development
• Product Life-Cycle Strategies
• Introduction Stage
• Growth Stage
• Maturity Stage
• Decline Stage
• Additional Product and Service Considerations
• Product Decisions and Social Responsibility
• International Product and Services Marketing
• Reviewing and Extending The Concepts
• Objectives Review
• Key Terms
• Discussion Questions
• Critical Thinking Exercises
• Applications and Cases
• Online, Mobile, and Social Media Marketing: Share the Robot Vacuum Love
• Marketing Ethics: Autonomous Autos
• Marketing by the Numbers: Taking It on the Road
• Company Case: Toyota: Developing a Million New Product Ideas Every Year
• Chapter 10 Pricing: Understanding and Capturing Customer Value
• What Is Price?
• Major Pricing Strategies
• Customer Value–Based Pricing
• Cost-Based Pricing
• Competition-Based Pricing
• Other Internal and External Considerations Affecting Price Decisions
• Overall Marketing Strategy, Objectives, and Mix
• Organizational Considerations
• The Market and Demand
• The Economy
• Other External Factors
• Reviewing and Extending The Concepts
• Objectives Review
• Key Terms
• Discussion Questions
• Critical Thinking Exercises
• Applications and Cases
• Online, Mobile, and Social Media Marketing: Sold Out
• Marketing Ethics: Hidden Cities
• Marketing by the Numbers: Rock Bottom Promotional Pricing
• Company Case: Gillette: Searching for the Right Price in a Volatile Market
• Chapter 11 Pricing Strategies: Additional Considerations
• New Product Pricing Strategies
• Market-Skimming Pricing
• Market-Penetration Pricing
• Product Mix Pricing Strategies
• Product Line Pricing
• Optional-Product Pricing
• Captive-Product Pricing
• By-Product Pricing
• Product Bundle Pricing
• Price Adjustment Strategies
• Discount and Allowance Pricing
• Segmented Pricing
• Psychological Pricing
• Promotional Pricing
• Geographical Pricing
• Dynamic and Personalized Pricing
• International Pricing
• Price Changes
• Initiating Price Changes
• Responding to Price Changes
• Public Policy and Pricing
• Pricing within Channel Levels
• Pricing across Channel Levels
• Reviewing and Extending The Concepts
• Objectives Review
• Key Terms
• Discussion Questions
• Critical Thinking Exercises
• Applications and Cases
• Online, Mobile, and Social Media Marketing: Krazy Coupon Lady
• Marketing Ethics: Pink Tax
• Marketing by the Numbers: Lose Some Customers, Be Better Off?
• Company Case: Casper: A Pricing Strategy That Flipped the Mattress Industry
• Chapter 12 Marketing Channels: Delivering Customer Value
• Supply Chains and the Value Delivery Network
• The Nature and Importance of Marketing Channels
• How Channel Members Add Value
• Channel Behavior and Organization
• Channel Behavior
• Vertical Marketing Systems
• Horizontal Marketing Systems
• Multichannel Distribution Systems
• Changing Channel Organization
• Channel Design Decisions
• Analyzing Consumer Needs
• Setting Channel Objectives
• Identifying Major Alternatives
• Types of Intermediaries
• Evaluating the Major Alternatives
• Designing International Distribution Channels
• Channel Management Decisions
• Selecting Channel Members
• Managing and Motivating Channel Members
• Evaluating Channel Members
• Public Policy and Distribution Decisions
• Marketing Logistics and Supply Chain Management
• Nature and Importance of Marketing Logistics
• Sustainable Supply Chains
• Goals of the Logistics System
• Major Logistics Functions
• Integrated Logistics Management
• Reviewing and Extending The Concepts
• Objectives Review
• Key Terms
• Discussion Questions
• Critical Thinking Exercises
• Applications and Cases
• Online, Mobile, and Social Media Marketing: Petco’s Partnership with Shipt
• Marketing Ethics: Ethical Sourcing
• Marketing by the Numbers: Drinking from the Source
• Company Case: Target: A Serious Contender in the Same-Day Delivery Business
• Chapter 13 Retailing and Wholesaling
• Retailing
• Retailing: Connecting Brands with Consumers
• The Shifting Retailing Model
• Types of Store Retailers
• Omni-Channel Retailing: Blending In-Store, Online, Mobile, and Social Media Channels
• Retailer Marketing Decisions
• Segmentation, Targeting, Differentiation, and Positioning Decisions
• Product Assortment and Services Decision
• Price Decision
• Promotion Decision
• Place Decision
• Retailing Trends and Developments
• Tighter Consumer Spending
• New Retail Forms, Shortening Retail Life Cycles, and Retail Convergence
• The Rise of Megaretailers
• Growing Importance of Retail Technology
• Green Retailing
• Global Expansion of Major Retailers
• Wholesaling
• Types of Wholesalers
• Trends in Wholesaling
• Reviewing and Extending The Concepts
• Objectives Review
• Key Terms
• Discussion Questions
• Critical Thinking Exercises
• Applications and Cases
• Online, Mobile, and Social Media Marketing: Kohl’s Courts Millennials with Merchandise Curated by Social Media Influencers
• Marketing Ethics: Footloose and Tax-Free
• Marketing by the Numbers: Grocery Stores Offering Meal Kits
• Company Case: Ulta Beauty: Where the Experience Is Beautiful
• Chapter 14 Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy
• The Promotion Mix
• Integrated Marketing Communications
• The New Marketing Communications Model
• The Need for Integrated Marketing Communications
• Developing Effective Marketing Communication
• A View of the Communication Process
• Steps in Developing Effective Marketing Communication
• Nonpersonal Communication Channels
• Setting the Total Promotion Budget and Mix
• Setting the Total Promotion Budget
• Shaping the Overall Promotion Mix
• Integrating the Promotion Mix
• Socially Responsible Marketing Communication
• Reviewing and Extending The Concepts
• Objectives Review
• Key Terms
• Discussion Questions
• Critical Thinking Exercises
• Applications and Cases
• Online, Mobile, and Social Media Marketing: Spot the Difference
• Marketing Ethics: Western Stereotypest
• Marketing by the Numbers: Never-Ending Cola War
• Company Case: Nestlé: Integrating Marketing Communication into Daily Operations
• Chapter 15 Advertising and Public Relations
• Advertising
• Major Advertising Decisions
• Setting Advertising Objectives
• Setting the Advertising Budget
• Developing Advertising Strategy
• Evaluating Advertising Effectiveness and the Return on Advertising Investment
• Other Advertising Considerations
• Public Relations
• The Role and Impact of PR
• Major Public Relations Tools
• Reviewing and Extending The Concepts
• Objectives Review
• Key Terms
• Discussion Questions
• Critical Thinking Exercises
• Applications and Cases
• Online, Mobile, and Social Media Marketing: Plum Organics: Patenting Unfiltered
• Marketing Ethics: Burger King’s Real Meals
• Marketing by the Numbers: Advertising Costs
• Company Case: Allstate: Bringing Mayhem to the Auto Insurance Advertising Wars
• Chapter 16 Personal Selling and Sales Promotion
• Personal Selling
• The Nature of Personal Selling
• The Role of the Sales Force
• Managing the Sales Force
• Designing the Sales Force Strategy and Structure
• Recruiting and Selecting Salespeople
• Training Salespeople
• Compensating Salespeople
• Supervising and Motivating Salespeople
• Evaluating Salespeople and Sales Force Performance
• Social Selling: Online, Mobile, and Social Media Tools
• The Personal Selling Process
• Steps in the Selling Process
• Personal Selling and Managing Customer Relationships
• Sales Promotion
• The Rapid Growth of Sales Promotion
• Sales Promotion Objectives
• Major Sales Promotion Tools
• Developing the Sales Promotion Program
• Reviewing and Extending The Concepts
• Objectives Review
• Key Terms
• Discussion Questions
• Critical Thinking Exercises
• Applications and Cases
• Online, Mobile, and Social Media Marketing: Innovation Lab at a Trade Show
• Marketing Ethics: Using Pharmaceutical Sales Strategies to Promote Cost-Effective Drugs
• Marketing by the Numbers: Buy One, Get Something Free!
• Company Case: Procter & Gamble: Selling through Customer Business Development
• Chapter 17 Direct, Online, Social Media, and Mobile Marketing
• Direct and Digital Marketing
• The New Direct Marketing Model
• Rapid Growth of Direct and Digital Marketing
• Benefits of Direct and Digital Marketing to Buyers and Sellers
• Forms of Direct and Digital Marketing
• Marketing in the Digital Age
• Online Marketing
• Social Media and Mobile Marketing
• Social Media Marketing
• Mobile Marketing
• Traditional Direct Marketing Forms
• Direct-Mail Marketing
• Catalog Marketing
• Telemarketing
• Direct-Response Television Marketing
• Kiosk Marketing
• Public Policy Issues in Direct and Digital Marketing
• Reviewing and Extending The Concepts
• Objectives Review
• Key Terms
• Discussion Questions
• Critical Thinking Exercises
• Applications and Cases
• Online, Mobile, and Social Media Marketing: On the Move
• Marketing Ethics: Home Hub Paranoia
• Marketing by the Numbers: Uniqlo’s Digital Marketing Campaigns
• Company Case: OfferUp: A Mobile Solution for the Mobile Era
• Part 4: Extending Marketing
• Chapter 18 Creating Competitive Advantage
• Competitor Analysis
• Identifying Competitors
• Assessing Competitors
• Determining Competitors’ Objectives
• Selecting Competitors to Attack and Avoid
• Designing a Competitive Intelligence System
• Competitive Strategies
• Approaches to Marketing Strategy
• Basic Competitive Strategies
• Competitive Positions
• Market Leader Strategies
• Market Challenger Strategies
• Market Follower Strategies
• Market Nicher Strategies
• Balancing Customer and Competitor Orientations
• Reviewing and Extending The Concepts
• Objectives Review
• Key Terms
• Discussion Questions
• Critical Thinking Exercises
• Applications and Cases
• Online, Mobile, and Social Media Marketing: Can Social Media Raise Awareness of Uniqlo in the United States?
• Marketing Ethics: Is Ugly Produce a True Food Waste Solution?
• Marketing by the Numbers: Changing Numbers in the Smartphone Market
• Company Case: TikTok: A Chinese Social Media App to Watch
• Chapter 19 The Global Marketplace
• Global Marketing Today
• Elements of the Global Marketing Environment
• Deciding Whether to Go Global
• Deciding Which Markets to Enter
• Deciding How to Enter the Market
• Exporting
• Joint Venturing
• Direct Investment
• Deciding on the Global Marketing Program
• Product
• Promotion
• Price
• Distribution Channels
• Deciding on the Global Marketing Organization
• Reviewing and Extending The Concepts
• Objectives Review
• Key Terms
• Discussion Questions
• Critical Thinking Exercises
• Applications and Cases
• Online, Mobile, and Social Media Marketing: Tinder Is an International Sensation
• Marketing Ethics: Cleaning Up the Chinese Pharmaceutical Market
• Marketing by the Numbers: Peloton Pedals to the UK
• Company Case: Huawei: Running the Global Telecommunications Race
• Chapter 20 Sustainable Marketing: Social Responsibility and Ethics
• Sustainable Marketing
• Social Criticisms of Marketing
• Marketing’s Impact on Individual Consumers
• Marketing’s Impact on Society as a Whole
• Marketing’s Impact on Other Businesses
• Consumer Actions to Promote Sustainable Marketing
• Consumerism
• Environmentalism
• Public Actions to Regulate Marketing
• Business Actions toward Sustainable Marketing
• Sustainable Marketing Principles
• Marketing Ethics and the Sustainable Company
• Marketing Ethics
• The Sustainable Company
• Reviewing and Extending The Concepts
• Objectives Review
• Key Terms
• Discussion Questions
• Critical Thinking Exercises
• Applications and Cases
• Online, Mobile, and Social Media Marketing: Politically Neutral Social Media
• Marketing Ethics: Patagonia Rethinks Fleeces for Banker Bros
• Marketing by the Numbers: Gouging Their Eyes Out
• Company Case: H&M: Offering Sustainable Fashion and Quality at the Best Price
• Appendix 1: Marketing Plan
• Appendix 2: Marketing by the Numbers
• Appendix 3: Careers in Marketing
• Glossary
• References
• Index