营销管理 英文版 第14版=MARKETING MANAGEMENTPDF|Epub|txt|kindle电子书版本网盘下载

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PART 1 Understanding Marketing Management2

CHAPTER 1 Defining Marketing for the 21st Century2

The Importance of Marketing3

The Scope of Marketing5

Core Marketing Concepts9

The New Marketing Realities12

MARKETING INSIGHT Marketing in an Age of Turbulence16

Company Orientation toward the Marketplace17

MARKETING MEMO Marketing Right and Wrong19

Updating the Four Ps25

Marketing Management Tasks26

MARKETING MEMO Marketers’ Frequently Asked Questions26

Summary28

Applications28

CHAPTER 2 Developing Marketing Strategies and Plans32

Marketing and Customer Value33

Corporate and Division Strategic Planning37

MARKETING INSIGHT Creating Innovative Marketing46

Business Unit Strategic Planning47

MARKETING MEMO Checklist for Performing Strengths/Weaknesses Analysis52

Product Planning： The Nature and Contents of a Marketing Plan54

MARKETING MEMO Marketing Plan Criteria55

Summary56

Applications56

PART 2 Capturing Marketing Insights66

CHAPTER 3 Collecting Information and Forecasting Demand66

Components of a Modern Marketing Information System67

Internal Records70

Marketing Intelligence71

Analyzing the Macroenvironment74

MARKETING INSIGHT Finding Gold at the Bottom of the Pyramid76

MARKETING INSIGHT The Green Marketing Revolution82

Forecasting and Demand Measurement85

Summary92

Applications92

CHAPTER 4 Conducting Marketing Research96

The Marketing Research System97

The Marketing Research Process99

MARKETING MEMO Conducting Informative Focus Groups102

MARKETING MEMO Questionnaire Dos and Don’ts104

MARKETING INSIGHT Getting into the Heads of Consumers106

MARKETING INSIGHT Understanding Brain Science108

MARKETING INSIGHT Bringing Marketing Research to Life with Personas112

Measuring Marketing Productivity114

MARKETING INSIGHT Marketing Dashboards to Improve Effectiveness and Efficiency117

Summary118

Applications119

PART 3 Connecting with Customers122

CHAPTER 5 Creating Long-term Loyalty Relationships122

Building Customer Value， Satisfaction， and Loyalty123

MARKETING INSIGHT Net Promoter and Customer Satisfaction129

Maximizing Customer Lifetime Value132

MARKETING MEMO Marketing and Total Quality132

Cultivating Customer Relationships134

MARKETING MEMO Calculating Customer Lifetime Value134

Customer Databases and Database Marketing143

MARKETING INSIGHT The Behavioral Targeting Controversy146

Summary147

Applications147

CHAPTER 6 Analyzing Consumer Markets150

What Influences Consumer Behavior？151

MARKETING MEMO The Average U.S. Consumer Quiz155

Key Psychological Processes160

MARKETING INSIGHT Made to Stick165

The Buying Decision Process： The Five-Stage Model166

Behavioral Decision Theory and Behavioral Economics174

MARKETING INSIGHT Predictably Irrational176

Summary177

Applications178

CHAPTER 7 Analyzing Business Markets182

What Is Organizational Buying？183

Participants in the Business Buying Process188

MARKETING INSIGHT Big Sales to Small Businesses191

The Purchasing/Procurement Process193

Stages in the Buying Process195

MARKETING MEMO Developing Compelling Customer Value Propositions199

Managing Business-to-Business Customer Relationships201

MARKETING INSIGHT Establishing Corporate Trust， Credibility， and Reputation203

Institutional and Government Markets205

Summary207

Applications208

CHAPTER 8 Identifying Market Segments and Targets212

Bases for Segmenting Consumer Markets214

MARKETING INSIGHT Trading Up， Down， and Over218

Bases for Segmenting Business Markets230

Market Targeting231

MARKETING INSIGHT Chasing the Long Tail235

Summary236

Applications237

PART 4 Building Strong Brands240

CHAPTER 9 Creating Brand Equity240

What Is Brand Equity？241

MARKETING INSIGHT Brand Bubble Trouble248

Building Brand Equity249

Measuring Brand Equity255

MARKETING INSIGHT The Brand Value Chain255

MARKETING INSIGHT What Is a Brand Worth？257

Managing Brand Equity258

Devising a Branding Strategy260

Customer Equity267

MARKETING MEMO Twenty-First-Century Branding267

Summary268

Applications269

CHAPTER 10 Crafting the Brand Positioning274

Developing and Establishing a Brand Positioning275

MARKETING INSIGHT High Growth Through Value Innovation278

MARKETING MEMO Constructing a Brand Positioning Bull’s-eye287

Differentiation Strategies289

Positioning and Branding a Small Business293

Summary294

Applications294

CHAPTER 11 Competitive Dynamics298

Competitive Strategies for Market Leaders299

MARKETING INSIGHT When Your Competitor Delivers More for Less300

Other Competitive Strategies305

MARKETING MEMO Niche Specialist Roles309

Product Life-Cycle Marketing Strategies310

MARKETING INSIGHT Managing a Brand Crisis316

Marketing in an Economic Downturn318

Summary320

Applications321

PART 5 Shaping the Market Offerings324

CHAPTER 12 Setting Product Strategy324

Product Characteristics and Classifications325

Product and Services Differentiation328

Design332

Product and Brand Relationships333

MARKETING INSIGHT Marketing Luxury Brands334

MARKETING INSIGHT When Less Is More339

MARKETING MEMO Product-Bundle Pricing Considerations344

Packaging， Labeling， Warranties， and Guarantees346

Summary349

Applications350

CHAPTER 13 Designing and Managing Services354

The Nature of Services355

The New Services Realities361

Achieving Excellence in Services Marketing365

MARKETING INSIGHT Improving Company Call Centers369

Managing Service Quality370

MARKETING MEMO Recommendations for Improving Service Quality372

Managing Product-Support Services375

MARKETING MEMO Assessing E-Service Quality376

Summary378

Applications378

CHAPTER 14 Developing Pricing Strategies and Programs382

Understanding Pricing383

MARKETING INSIGHT Giving It All Away384

Setting the Price389

MARKETING INSIGHT Stealth Price Increases403

Adapting the Price403

Initiating and Responding to Price Changes407

Summary410

Applications410

PART 6 Delivering Value414

CHAPTER 15 Designing and Managing Integrated Marketing Channels414

Marketing Channels and Value Networks415

The Role of Marketing Channels418

Channel-Design Decisions422

Channel-Management Decisions427

Channel Integration and Systems431

MARKETING INSIGHT Channel Stewards Take Charge432

Conflict， Cooperation， and Competition435

E-Commerce Marketing Practices438

M-Commerce Marketing Practices441

Summary442

Applications442

CHAPTER 16 Managing Retailing， Wholesaling， and Logistics446

Retailing447

MARKETING MEMO Helping Stores to Sell458

Private Labels459

MARKETING INSIGHT Manufacturer’s Response to the Private Label Threat461

Wholesaling461

Market Logistics464

Summary469

Applications470

PART 7 Communicating Value474

CHAPTER 17 Designing and Managing Integrated Marketing Communications474

The Role of Marketing Communications476

MARKETING INSIGHT Don’t Touch That Remote476

Developing Effective Communications482

MARKETING INSIGHT Celebrity Endorsements as a Strategy486

Deciding on the Marketing Communications Mix490

Managing the Integrated Marketing Communications Process494

MARKETING MEMO How Integrated Is Your IMC Program？496

Summary497

Applications497

CHAPTER 18 Managing Mass Communications：Advertising， Sales Promotions，Events and Experiences， and Public Relations502

Developing and Managing an Advertising Program504

MARKETING MEMO Print Ad Evaluation Criteria509

Deciding on Media and Measuring Effectiveness510

MARKETING INSIGHT Playing Games with Brands516

Sales Promotion519

Events and Experiences524

MARKETING MEMO Measuring High Performance Sponsorship Programs526

Public Relations527

Summary530

Applications530

CHAPTER 19 Managing Personal Communications：Direct and Interactive Marketing， Word of Mouth， and Personal Selling534

Direct Marketing535

Interactive Marketing540

MARKETING MEMO How to Maximize the Marketing Value of E-mails543

MARKETING MEMO Segmenting Tech Users545

Word of Mouth546

MARKETING MEMO How to Start a Buzz Fire552

Designing the Sales Force553

MARKETING INSIGHT Major Account Management555

Managing the Sales Force556

Principles of Personal Selling560

Summary562

Applications563

PART 8 Creating Successful Long-term Growth566

CHAPTER 20 Introducing New Market Offerings566

New-Product Options567

Challenges in New-Product Development568

Organizational Arrangements570

Managing the Development Process：Ideas573

MARKETING MEMO Ten Ways to Find GreatNew-Product Ideas574

MARKETING INSIGHT P＆G’s New Connect +Develop Approach to Innovation574

MARKETING MEMO Seven Ways to Draw New Ideas from Your Customers576

MARKETING MEMO How to Run a Successful Brainstorming Session577

Managing the Development Process： Concept to Strategy579

Managing the Development Process：Development to Commercialization585

The Consumer-Adoption Process589

Summary590

Applications591

CHAPTER 21 Tapping into Global Markets594

Competing on a Global Basis595

Deciding Whether to Go Abroad597

Deciding Which Markets to Enter597

MARKETING INSIGHT Spotlight on Key Developing Markets600

Deciding How to Enter the Market603

Deciding on the Marketing Program606

MARKETING MEMO The Ten Commandments of Global Branding608

Country-of-Origin Effects614

Deciding on the Marketing Organization616

Summary617

Applications617

CHAPTER 22 Managing a Holistic Marketing Organization for the Long Run620

Trends in Marketing Practices621

Internal Marketing623

MARKETING MEMO Characteristics of Company Departments That Are Truly Customer Driven624

MARKETING INSIGHT The Marketing CEO628

Socially Responsible Marketing629

MARKETING INSIGHT The Rise of Organic633

MARKETING MEMO Making a Difference： Top 10 Tips for Cause Branding637

Marketing Implementation and Control640

The Future of Marketing643

MARKETING MEMO Major Marketing Weaknesses647

Summary648

Applications648

Appendix Tools for Marketing Control652