Principles of Marketing, plus PrinciplesofMarketing Access card with Pearson eText
Pearson Education Limited
978-0-273-74319-4 (ISBN)
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Suitable for undergraduate Principles of Marketing courses, this classic textbook has provided many generations of marketing students with an exceptional introduction to marketing, written by one of the masters.
With global examples and completely up-to-date with the latest marketing techniques, Principles of Marketing looks at the major decisions that marketing managers face in their efforts to balance an organisation's objectives and resources against needs and opportunities in the global marketplace.
Covering exciting new topics such as Sustainability, this text continues to be a leader in the field of marketing. New integrated video cases from companies such as HSBC, Land Rover and Amazon help to bring the subject alive.
MyLab and Mastering from Pearson improve results for students and educators. Used by over ten million students, they effectively engage learners at every stage.
MyMarketingLab is a personalised online study and assessment system, which tailors to the unique learning needs of each student. Offering unlimited opportunities for practice and providing relevant and timely feedback, it helps students master key concepts, experience more "I Get It" moments and ultimately achieve better results.
MyLab and Mastering from Pearson improve results for students and educators. Used by over ten million students, they effectively engage learners at every stage.
For students
Interactive Mini-Simulations and quizzes - Interactive Mini-Simulations and quizzes place students in a realistic marketing situation, challenging them to make decisions based on marketing concepts and see the impact of the decisions they chose.
Self-Study Tools - Multiple learning aids, such as videos, flashcards, and audio study guides can provide your students with the practice they need to master the material.
Self-Assessment - MyMarketingLab offers robust self-assessment tests to determine mastery of key content areas. Organized by major section or chapter, these diagnostic tests contain questions that are mapped to the Learning Objectives within the text. This varied assessment program enables students to accurately measure student progress.
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Online Assignments, Tests, Quizzes - create homework assignments, quizzes, tests and add them to your MyMarketingLab course. Questions can be used from MyTest which is now exclusive to MyMarketingLab or you can even upload your own questions.
Instructor Support Material. A wealth of instructor support material simplifies and enriches the teaching experience. MyMarketingLab gives you access to text-specific materials including instructor's manuals, test banks, and PowerPoint (R) presentations.
Customized Feedback - Since MyMarketingLab calculates and reports test results automatically, instructors can closely monitor student and class progress without investing any additional time.
This package includes MyMarketingLab, an online homework, tutorial, and assessment system designed with a single purpose in mind; to improve the results of all higher education students, one student at a time. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts. Find out more at www.pearsonmylabandmastering.com/global/mymarketinglab.
Part 1 Defining marketing and the marketing process
Chapter 1 Marketing: creating and capturing customer value
Chapter preview
Objective outline
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-driven marketing strategy
Selecting customers to serve
Choosing a value proposition
Marketing management orientations
Preparing an integrated marketing plan and program
Building customer relationships
Customer relationship management (CRM)
The changing nature of customer relationships
Partner relationship management
Capturing value from customers
Creating customer loyalty and retention
Growing share of customer
Building customer equity
The changing marketing landscape
The uncertain economic environment
The digital age
Rapid globalisation
Sustainable marketing - the call for more social responsibility
The growth of not-for-profit marketing
So, what is marketing? Pulling it all together
Reviewing objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case:
References
Company case: Pegasus Airlines: delighting a new type of travelling customer
Chapter 2 Company and marketing strategy: partnering to build customer relationships
Chapter preview
Objective outline
Company-wide strategic planning: defining marketing's role
Defining a market-oriented mission
Setting company objectives and goals
Designing the business portfolio
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-driven marketing strategy
Developing an integrated marketing mix
Managing the marketing effort
Marketing analysis
Marketing planning
Marketing implementation
Marketing department organisation
Marketing control
Measuring and managing return on marketing investment
Reviewing objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case: Live Nation
References
Company case: Lego: one more brick in the wall?
Part 2: Understanding the marketplace and consumers
Chapter 3 Analysing the marketing environment
Chapter preview
Objective outline
The microenvironment
The company
Suppliers
Marketing intermediaries
Competitors
Publics
Customers
The macroenvironment
The demographic environment
The economic environment
The natural environment
The technological environment
The political and social environment
The cultural environment
Responding to the marketing environment
Reviewing objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case: TOMS shoes
References
Company case: The era of cheap chic for Primark
Chapter 4 Managing marketing information to gain customer insights
Chapter preview
Objective outline
Marketing information and customer insights
Assessing marketing information needs
Developing marketing information
Internal data
Competitive marketing intelligence
Marketing research
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
Analysing and using marketing information
Customer relationship management
Distributing and using marketing information
Other marketing information considerations
Marketing research in small businesses and non-profit organisations
International marketing research
Public policy and ethics in marketing research
Reviewing objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case: Radian6
References
Company case: Nestle, L'Oreal, Britvis, SABMiller: everybody wants to get close to their customers
Chapter 5 Consumer markets and consumer buyer behaviour
Chapter preview
Objective outline
Model of consumer behaviour
Characteristics affecting consumer behaviour
Cultural factors
Social factors
Personal factors
Psychological factors
Types of buying decision behaviour
Complex buying behaviour
Dissonance-reducing buying behaviour
Habitual buying behaviour
Variety-seeking buying behaviour
The buyer decision process
Need recognition
Information search
Evaluation of alternatives
Purchase decision
Postpurchase behaviour
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 objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case: Radian6
References
Company case: Porsche: guarding the old while bringing in the new
Chapter 6 Business markets and business buyer behaviour
Chapter preview
Objective outline
Business markets
Market structure and demand
Nature of the buying unit
Types of decisions and the decision process
Business buyer behaviour
Major type of buying situations
Participants in the business buying process
Major influences on business buyers
The business buying process
E-procurement: buying on the Internet
Institutional and government markets
Institutional markets
Government markets
Reviewing objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case: Eaton
References
Company case: Cisco Systems: solving business problems through collaboration
Part 3: Designing a customer-driven strategy and mix
Chapter 7 Customer-driven marketing strategy: creating value for target customers
Chapter preview
Objective outline
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 objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case: Meredith
References
Company case: Starbucks: just who is the Starbucks customer?
Chapter 8 Products, services and brands: building customer value
Chapter preview
Objective outline
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
Branding strategy: building strong brands
Brand equity
Building strong brands
Managing brands
Reviewing objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case: General Mills - GoGurt
References
Company case: John Lewis: middle England's retailer of choice
Chapter 9 Developing new products and managing the product
Chapter preview
Objective outline
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
Commercialisation
Managing new-product development
Customer-centred new-product development
Team-based new-product development
Systematic new-product development
New-product development in turbulent times
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 objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case: General Mills - FiberOne
References
Company case: Reckitt Benckiser: building a brand powerhouse
Chapter 10 Pricing strategies: understanding and capturing customer value
Chapter preview
Objective outline
What is a 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
Organisational considerations
The market and demand
The economy
Other external factors
Reviewing objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case: Ikea
References
Company case: Tesco: every little (pricing strategy) helps?
Chapter 11 Additional pricing considerations
Chapter preview
Objective outline
New product pricing
Market-skimming pricing
Market-penetration pricing
Product mix pricing
Product line pricing
Optional product pricing
Captive product pricing
By-product pricing
Product bundle pricing
Price adjustments
Discount and allowance pricing
Segmented pricing
Psychological pricing
Promotional pricing
Geographical pricing
Dynamic pricing
International pricing
Price changes
Initiating price changes
Responding to price changes
Public policy and marketing
Pricing within channel levels
Pricing across channel levels
Reviewing objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case: Land Rover
References
Company case: Radiohead: pricing strategy and the music industry
Chapter 12 Marketing channels: delivering customer value
Chapter preview
Objective outline
Supply chains and the value delivery network
The nature and importance of marketing channels
How channel members add value
Number of channel levels
Channel behaviour and organisation
Channel behaviour
Vertical marketing systems
Horizontal marketing systems
Multi-channel distribution systems
Changing channel organisation
Channel design decisions
Analysing consumer needs
Setting channel objectives
Identifying major alternatives
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
Goals of the logistics system
Major logistics functions
Integrated logistics management
Reviewing objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case: Progressive
References
Company case: Netflix: disintermediator or disintermediated?
Chapter 13 Retailing and wholesaling
Chapter preview
Objective outline
Retailing
Types of retailers
Retailer marketing decisions
Retailing trends and developments
Wholesaling
Types of wholesalers
Wholesaler marketing decisions
Trends in wholesaling
Reviewing objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case: Aappos.com
References
Company case: Auchen: maybe Walmart is not unbeatable after all?
Chapter 14 Communicating customer value: integrated marketing communications strategy
Chapter preview
Objective outline
The promotion mix
Integrated marketing communications
The new marketing communications model
The need for integrated marketing communications
A view of the communication process
Steps in developing effective marketing communication
Identifying the target audience
Determining the communication objectives
Designing a message
Choosing media
Selecting the message source
Collecting feedback
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
Advertising and sales promotion
Personal selling
Reviewing objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
References
Company case: pepsi: can a soda really make the world a better place?
Chapter 15 Advertising and public relations
Chapter preview
Objective outline
Advertising
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 PR tools
Reviewing objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case: E*trade
References
Company case: The mighty meercats: simples!
16 Personal selling and sales promotion
Chapter preview
Objective outline
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
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 objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case: Nestle Waters
References
Company case: HP: overhauling a vast corporate sales force
Chapter 17 Direct and online marketing: building direct customer relationships
Chapter preview
Objective outline
The new direct-marketing model
Growth and benefits of direct marketing
Benefits to buyers
Benefits to sellers
Customer databases and direct marketing
Forms of direct marketing
Direct-mail marketing
Catalogue marketing
Telephone marketing
Direct-response television marketing
Kiosk marketing
New digital direct-marketing technologies
Online marketing
Marketing and the Internet
Online marketing domains
Setting up an online marketing presence
Public policy issues in direct marketing
Irritation, unfairness, deception and fraud
Invasion of privacy
A need for action
Reviewing objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case: Zappos.com
References
Company case: Ocada - taking on the Internet giants direct
Part 4: Extending marketing
Chapter 18 Creating competitive advantage
Chapter preview
Objective outline
Competitor analysis
Identifying competitors
Assessing competitors
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 objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case: Umpqua bank
Company case: Amazon's Kindle Fire versus Apple's iPad: let battle commence!
Chapter 19 The global marketplace
Chapter preview
Objective outline
Global marketing today
Looking at the global marketing environment
The international trade system
Economic environment
Political-legal environment
Cultural 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 organisation
Reviewing objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case: Monster
References
Company case: Nokia: envisioning a connected world
Chapter 20 Sustainable marketing: social responsibility and ethics
Chapter preview
Objective outline
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
The sustainable company
Reviewing objectives and key terms
Navigating the key terms
Discussing & applying the concepts
Discussing the concepts
Applying the concepts
Focus on technology
Focus on ethics
Marketing & the economy
Marketing by the numbers
Video case: Land Rover
References
Company case: international paper: combining industry and
social responsibility
Appendix 1: Marketing plan
Appendix 2: Marketing by the numbers
Glossary
Index
| Verlagsort | Harlow |
|---|---|
| Sprache | englisch |
| Maße | 213 x 267 mm |
| Gewicht | 1520 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-273-74319-8 / 0273743198 |
| ISBN-13 | 978-0-273-74319-4 / 9780273743194 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
| Haben Sie eine Frage zum Produkt? |
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