简明目录
前言……………………………………………………………………………………………… xi
第1部分 定义市场营销和市场营销过程
…………………………………………
2
第1章营销：创造并获取顾客价值 ………………………………………………………… 2
第2章企业战略和营销战略：协同构建客户参与度、价值和关系 ………………………32
第2部分 理解市场和消费者价值
………………………………………………
58
第3章营销环境分析 …………………………………………………………………………58
第4章管理营销信息以洞察顾客的想法 ……………………………………………………88
第5章消费者市场与消费者购买行为 …………………………………………………… 120
第6章企业市场与企业购买行为 ………………………………………………………… 148
第3部分 设计顾客价值导向的营销战略和整合营销组合
……………………
168
第7章顾客价值导向的营销战略：为目标顾客创造价值 ……………………………… 168
第8章产品、服务和品牌：打造顾客价值 ……………………………………………… 196
第9章新产品开发与产品生命周期管理 ………………………………………………… 228
第10章产品定价：了解并捕捉顾客价值………………………………………………… 252
第11章定价策略：其他考虑因素………………………………………………………… 272
第12章分销渠道：传递顾客价值………………………………………………………… 296
第13章零售与批发………………………………………………………………………… 326
第14章吸引消费者与传播顾客价值：整合营销传播战略……………………………… 358
第15章广告与公共关系…………………………………………………………………… 382
第16章人员推销和销售推广……………………………………………………………… 408
第17章直销、网络营销、社交媒体与移动营销………………………………………… 434
Brief Contents
Preface xi
Part 1 Defining Marketing and the Marketing Process 2
1 Marketing: Creating Customer Value and Engagement 2
2 Company and Marketing Strategy: Partnering to Build Customer Engagement,
Value, and Relationships 32
Part 2 Understanding the Marketplace and Consumer Value 58
3 Analyzing the Marketing Environment 58
4 Managing Marketing Information to Gain Customer Insights 88
5 Consumer Markets and Buyer Behavior 120
6 Business Markets and Business Buyer Behavior 148
Part 3 Designing a Customer Value–Driven Strategy and Mix 168
7 Customer Value–Driven Marketing Strategy: Creating Value for Target Customers 168
8 Products, Services, and Brands: Building Customer Value 196
9 Developing New Products and Managing the Product Life Cycle 228
10 Pricing: Understanding and Capturing Customer Value 252
11 Pricing Strategies: Additional Considerations 272
12 Marketing Channels: Delivering Customer Value 296
13 Retailing and Wholesaling 326
14 Engaging Consumers and Communicating Customer Value: Integrated Marketing
Communications Strategy 358
15 Advertising and Public Relations 382
16 Personal Selling and Sales Promotion 408
17 Direct, Online, Social Media, and Mobile Marketing 434
Contents
Preface xi
Part 1: Defining Marketing and the Marketing
Process 2
CHAPTER 1 Marketing: Creating Customer Value
and Engagement 2
What Is Marketing? 4
Marketing Defined 5 | The Marketing Process 5
Understanding the Marketplace and Customer Needs 6
Customer Needs, Wants, and Demands 6 | Market Offerings—
Products, Services, and Experiences 6 | Customer Value and
Satisfaction 7 | Exchanges and Relationships 7 | Markets 8
Designing a Customer Value–Driven Marketing
Strategy and Plan 9
Customer Value–Driven Marketing Strategy 9 | Preparing an
Integrated Marketing Plan and Program 13
Managing Customer Relationships and Capturing
Customer Value 13
Engaging Customers and Managing Customer Relationships
13 | Capturing Value from Customers 17
The Changing Marketing Landscape 20
The Digital Age: Online, Mobile, and Social Media Marketing
20 | The Growth of Not-for-Profit Marketing 23 | Rapid
Globalization 24 | Sustainable Marketing: The Call for More
Environmental and Social Responsibility 24 | So, What Is
Marketing? Pulling It All Together 25 | Developing Skills for
Your Career 26
REVIEWING AND EXTENDING THE CONCEPTS 27 | Objectives
Review 27 | Key Terms 28 | Discussion Questions 28 | Critical Thinking
Exercises 28 | APPLICATIONS AND CASES 29 | Online, Mobile, and
Social Media Marketing Fionamania 29 | Marketing Ethics Patagonia—
Saving Our Home Planet 29 | Marketing by the Numbers Gillette Trying
to Shave Off Competition 29 | Company Case Buffalo Wild Wings:
Fueling the Sports Fan Experience 30
CHAPTER 2 Company and Marketing Strategy:
Partnering to Build Customer Engagement,
Value, and Relationships 32
Company-Wide Strategic Planning: Defining Marketing’s
Role 34
Defining a Market-Oriented Mission 34 | Setting Company
Objectives and Goals 36
Designing the Business Portfolio 36
Analyzing the Current Business Portfolio 38 | The Boston
Consulting Group Approach 38 | Developing Strategies for
Growth and Downsizing 40
Planning Marketing: Partnering to Build
Customer Relationships 41
Partnering with Other Company Departments 42 | Partnering
with Others in the Marketing System 42
Marketing Strategy and the Marketing Mix 43
Customer Value–Driven Marketing Strategy 43 | Developing an
Integrated Marketing Mix 46
Managing the Marketing Effort and Marketing
Return on Investment 48
Managing the Marketing Effort 48 | Measuring and Managing
Marketing Return on Investment 51
REVIEWING AND EXTENDING THE CONCEPTS 53 | Objectives
Review 53 | Key Terms 54 | Discussion Questions 54 | Critical Thinking
Exercises 54 | APPLICATIONS AND CASES 54 | Online, Mobile, and
Social Media Marketing Lush UK Abandons Social Media 54 | Marketing
Ethics Creating Value or Distracting Consumers? 55 | Marketing by the
Numbers Facebook versus Google 55 | Company Case Dyson: Solving
Customer Problems in Ways They Never Imagined 55
Part 2: Understanding the Marketplace and
Consumer Value 58
CHAPTER 3 Analyzing the Marketing
Environment 58
The Microenvironment and Macroenvironment 60
The Microenvironment 60 | The Macroenvironment 63
The Demographic and Economic Environments 63
The Demographic Environment 64 | The Economic Environment 70
The Natural and Technological Environments 71
The Natural Environment 71 | The Technological Environment 73
The Political–Social and Cultural Environments 74
The Political and Social Environment 74 | The Cultural
Environment 79
Responding to the Marketing Environment 81
REVIEWING AND EXTENDING THE CONCEPTS 83 | Objectives
Review 83 | Key Terms 84 | Discussion Questions 84 | Critical Thinking
Exercises 84 | APPLICATIONS AND CASES 84 | Online, Mobile,
and Social Media Marketing #MeToo 84 | Marketing Ethics Echo Dot
Kids Edition 85 | Marketing by the Numbers An Aging America 85 |
Company Case Square: In Relentless Pursuit of a More Elegant Payment
Experience 85
CHAPTER 4 Managing Marketing Information to
Gain Customer Insights 88
Marketing Information and Customer Insights 90
Marketing Information and Today’s “Big Data” 90 | Managing
Marketing Information 91
Assessing Information Needs and Developing Data 92
Assessing Marketing Information Needs 92 | Developing
Marketing Information 92
Marketing Research 94
Traditional Marketing Research in Transition 95 | Defining
the Problem and Research Objectives 96 | Developing the
Research Plan 96 | Gathering Secondary Data 97 | Primary
Data Collection 97 | Implementing the Research Plan 106 |
Interpreting and Reporting the Findings 106
Analyzing and Using Marketing Information 106
Customer Relationship Management (CRM) 106 | Big Data,
Marketing Analytics, and Artificial Intelligence 107 | Distributing
and Using Marketing Information 109
Other Marketing Information Considerations 110
Marketing Research in Small Businesses and Nonprofit Organizations
110 | International Marketing Research 110 | Public
Policy and Ethics in Marketing Research 111
REVIEWING AND EXTENDING THE CONCEPTS 114 | Objectives
Review 114 | Key Terms 115 | Discussion Questions 115 | Critical
Thinking Exercises 116 | APPLICATIONS AND CASES 116 | Online,
Mobile, and Social Media Marketing The Trail You Leave Behind 116 |
Marketing Ethics WeChat 116 | Marketing by the Numbers Descriptive
Statistics 117 | Company Case Qualtrics: Managing the Complete
Customer Experience 117
CHAPTER 5 Consumer Markets and Buyer
Behavior 120
Model of Consumer Behavior 122
Characteristics Affecting Consumer Behavior 123
Cultural Factors 123 | Social Factors 126 | Personal Factors
129 | Psychological Factors 131
Buying Decision Behavior and the Buyer Decision Process 135
Types of Buying Decision Behavior 135 | The Buyer Decision
Process 137 | The Customer Journey 140
The Buyer Decision Process for New Products 140
Stages in the Adoption Process 141 | Individual Differences in
Innovativeness 141 | Influence of Product Characteristics on
Rate of Adoption 142
REVIEWING AND EXTENDING THE CONCEPTS 143 | Objectives
Review 143 | Key Terms 144 | Discussion Questions 144 | Critical
Thinking Exercises 144 | APPLICATIONS AND CASES 144 | Online,
Mobile, and Social Media Marketing Digital Influencer Credibility 144
| Marketing Ethics Cashless Pizza Restaurant 145 | Marketing by the
Numbers Evaluating Alternatives 145 | Company Case Kraft Heinz:
Once a Taste Maker Now Struggles as Consumer Tastes Change 146
CHAPTER 6 Business Markets and Business
Buyer Behavior 148
Business Markets 150
Market Structure and Demand 151 | Nature of the Buying
Unit 151 | Types of Decisions and the Decision Process 151
Business Buyer Behavior 152
Major Types of Buying Situations 152 | Participants in the
Business Buying Process 153 | Major Influences on Business
Buyers 154
The Business Buyer Decision Process 156
Problem Recognition 156 | General Need Description 157 |
Product Specification 157 | Supplier Search 157 | Proposal
Solicitation 157 | Supplier Selection 158 | Order-Routine
Specification 158 | Performance Review 158
Engaging Business Buyers with Digital and
Social Marketing 159
E-procurement and Online Purchasing 159 | Business-to-
Business Digital and Social Media Marketing 159
Institutional and Government Markets 161
Institutional Markets 161 | Government Markets 162
REVIEWING AND EXTENDING THE CONCEPTS 164 | Objectives
Review 164 | Key Terms 164 | Discussion Questions 165 | Critical
Thinking Exercises 165 | APPLICATIONS AND CASES 165 | Online,
Mobile, and Social Media Marketing E-procurement and Mobile
Procurement 165 | Marketing Ethics Big Tech for Military Activities 166 |
Marketing by the Numbers From Gaming to Public Safety 166 | Company
Case Shopify: An E-commerce Giant That Doesn’t Sell to End Users 166
Part 3: Designing a Customer Value–Driven
Strategy and Mix 168
CHAPTER 7 Customer Value–Driven
Marketing Strategy: Creating Value for
Target Customers 168
Marketing Strategy 170
Market Segmentation 170
Segmenting Consumer Markets 171 | Segmenting Business
Markets 176 | Segmenting International Markets 177 | Requirements
for Effective Segmentation 178
Market Targeting 178
Evaluating Market Segments 178 | Selecting Target Market
Segments 179
Differentiation and Positioning 185
Positioning Maps 185 | Choosing a Differentiation and Po
sitioning Strategy 186 | Communicating and Delivering the
Chosen Position 190
REVIEWING AND EXTENDING THE CONCEPTS 191 | Objectives
Review 191 | Key Terms 192 | Discussion Questions 192 | Critical
Thinking Exercises 192 | APPLICATIONS AND CASES 192 | Online,
Mobile, and Social Media Marketing Influence Not Accepted as
Payment 192 | Marketing Ethics Allegiant Airlines: Value Creation or Flying
Public at Risk? 193 | Marketing by the Numbers See the Clot, Bust the
Clot, Save a Life 193 | Company Case 5-Hour Energy: Hours of Energy
without the Beverage 194
CHAPTER 8 Products, Services, and Brands:
Building Customer Value 196
What Is a Product? 198
Products, Services, and Experiences 198 | Levels of Product
and Services 199 | Product and Service Classifications 200
Product and Service Decisions 202
Individual Product and Service Decisions 202 | Product Line
Decisions 208 | Product Mix Decisions 209
Services Marketing 210
The Nature and Characteristics of a Service 210 | Marketing
Strategies for Service Firms 211 | The Service Profit
Chain 211
Branding Strategy: Building Strong Brands 214
Brand Equity and Brand Value 214 | Building Strong
Brands 215 | Managing Brands 222
REVIEWING AND EXTENDING THE CONCEPTS 223 | Objectives
Review 223 | Key Terms 224 | Discussion Questions 224 | Critical
Thinking Exercises 224 | APPLICATIONS AND CASES 224 | Online,
Mobile, and Social Media Marketing Engaging Rival Brand Fans 224
| Marketing Ethics Permission to Unlock? Amazon In-Home/In-Car
Delivery Service 225 | Marketing by the Numbers Diet Coke with
Fiber 225 | Company Case MINI: Focus on the Essential—Maximize the
Experience 225
CHAPTER 9 Developing New Products and
Managing the Product Life Cycle 228
New Product Development Strategy 230
The New Product Development Process 231
Idea Generation 231 | Idea Screening 233 | Concept
Development and Testing 233 | Marketing Strategy
Development 234 | Business Analysis 235 | Product
Development 235 | Test Marketing 235 |
Commercialization 236 | Managing New Product
Development 237
Product Life-Cycle Strategies 238
Introduction Stage 241 | Growth Stage 243 | Maturity
Stage 243 | Decline Stage 244
Additional Product and Service Considerations 245
Product Decisions and Social Responsibility 245 | International
Product and Services Marketing 246
REVIEWING AND EXTENDING THE CONCEPTS 247 | Objectives
Review 247 | Key Terms 248 | Discussion Questions 248 | Critical
Thinking Exercises 249 | APPLICATIONS AND CASES 249 |
Online, Mobile, and Social Media Marketing Share the Robot Vacuum
Love 249 | Marketing Ethics Autonomous Autos 249 | Marketing by
the Numbers Taking It on the Road 249 | Company Case Bose: Better
Products by Focusing on the Product 250
CHAPTER 10 Pricing: Understanding and
Capturing Customer Value 252
What Is Price? 254
Major Pricing Strategies 254
Customer Value–Based Pricing 255 | Cost-Based Pricing 258
| Competition-Based Pricing 261
Other Internal and External Considerations
Affecting Price Decisions 263
Overall Marketing Strategy, Objectives, and Mix 263 |
Organizational Considerations 264 | The Market and
Demand 265 | The Economy 266 | Other External Factors 267
REVIEWING AND EXTENDING THE CONCEPTS 267 | Objectives
Review 267 | Key Terms 268 | Discussion Questions 268 | Critical
Thinking Exercises 268 | APPLICATIONS AND CASES 269 | Online,
Mobile, and Social Media Marketing Online Price Tracking 269 |
Marketing Ethics Hidden Cities 269 | Marketing by the Numbers Rock
Bottom Promotional Pricing 269 | Company Case Gillette: Searching for
the Right Price in a Volatile Market 270
CHAPTER 11 Pricing Strategies: Additional
Considerations 272
New Product Pricing Strategies 274
Market-Skimming Pricing 274 | Market-Penetration Pricing
274
Product Mix Pricing Strategies 275
Product Line Pricing 275 | Optional-Product Pricing 276 |
Captive-Product Pricing 276 | By-Product Pricing 276 | Product
Bundle Pricing 277
Price Adjustment Strategies 277
Discount and Allowance Pricing 277 | Segmented Pricing 278
| Psychological Pricing 279 | Promotional Pricing 280 | Geographical
Pricing 280 | Dynamic and Personalized Pricing 281
| International Pricing 283
Price Changes 284
Initiating Price Changes 284 | Responding to Price Changes
286
Public Policy and Pricing 287
Pricing within Channel Levels 289 | Pricing across Channel
Levels 290
REVIEWING AND EXTENDING THE CONCEPTS 291 | Objectives
Review 291 | Key Terms 292 | Discussion Questions 292 | Critical
Thinking Exercises 292 | APPLICATIONS AND CASES 292 | Online,
Mobile, and Social Media Marketing Krazy Coupon Lady 292 |
Marketing Ethics Pink Tax 293 | Marketing by the Numbers Lose Some
Customers, Be Better Off? 293 | Company Case Casper: A Pricing
Strategy That Flipped the Mattress Industry 293
CHAPTER 12 Marketing Channels:
Delivering Customer Value 296
Supply Chains and the Value Delivery Network 298
The Nature and Importance of Marketing Channels 299 | How
Channel Members Add Value 299
Channel Behavior and Organization 301
Channel Behavior 302 | Vertical Marketing Systems 302 |
Horizontal Marketing Systems 305 | Multichannel Distribution
Systems 305 | Changing Channel Organization 306
Channel Design Decisions 308
Analyzing Consumer Needs 308 | Setting Channel Objectives
309 | Identifying Major Alternatives 309 | Types of
Intermediaries 309 | Evaluating the Major Alternatives 310 |
Designing International Distribution Channels 311
Channel Management Decisions 311
Selecting Channel Members 311 | Managing and Motivating
Channel Members 312 | Evaluating Channel Members 313 |
Public Policy and Distribution Decisions 313
Marketing Logistics and Supply Chain Management 314
Nature and Importance of Marketing Logistics 314 | Sustainable
Supply Chains 315 | Goals of the Logistics System 316 |
Major Logistics Functions 316 | Integrated Logistics Management
319
REVIEWING AND EXTENDING THE CONCEPTS 321 | Objectives
Review 321 | Key Terms 322 | Discussion Questions 322 | Critical
Thinking Exercises 322 | APPLICATIONS AND CASES 323 | Online,
Mobile, and Social Media Marketing Petco’s Partnership with Shipt 323
| Marketing Ethics Single-Pilot Cargo Planes? 323 | Marketing by the
Numbers Drinking from the Source 323 | Company Case Target: A
Serious Contender in the Same-Day Delivery Business 324
CHAPTER 13 Retailing and Wholesaling 326
Retailing 328
Retailing: Connecting Brands with Consumers 328 | The
Shifting Retailing Model 328 | Types of Store Retailers 329
Omni-Channel Retailing: Blending In-Store, Online, Mobile,
and Social Media Channels 334
Retailer Marketing Decisions 337
Segmentation, Targeting, Differentiation, and Positioning
Decisions 338 | Product Assortment and Services
Decision 339 | Price Decision 340 | Promotion Decision 340 |
Place Decision 341
Retailing Trends and Developments 342
Tighter Consumer Spending 342 | New Retail Forms,
Shortening Retail Life Cycles, and Retail Convergence 343 |
The Rise of Megaretailers 343 | Growing Importance of Retail
Technology 344 | Green Retailing 345 | Global Expansion of
Major Retailers 347
Wholesaling 347
Types of Wholesalers 348 | Trends in Wholesaling 351
REVIEWING AND EXTENDING THE CONCEPTS 352 | Objectives
Review 352 | Key Terms 353 | Discussion Questions 353 | Critical
Thinking Exercises 354 | APPLICATIONS AND CASES 354 | Online,
Mobile, and Social Media Marketing Kohl’s Courts Millennials with
Merchandise Curated by Social Media Influencers 354 | Marketing
Ethics Embracing What’s Good at Costco 354 | Marketing by the
Numbers Grocery Stores Offering Meal Kits 355 | Company Case Ulta
Beauty: Where the Experience Is Beautiful 355
CHAPTER 14 Engaging Consumers and
Communicating Customer Value: Integrated
Marketing Communications Strategy 358
The Promotion Mix 360
Integrated Marketing Communications 361
The New Marketing Communications Model 361 | The Need
for Integrated Marketing Communications 362
Developing Effective Marketing Communication 365
A View of the Communication Process 365 | Steps in
Developing Effective Marketing Communication 367 |
Nonpersonal Communication Channels 370
Setting the Total Promotion Budget and Mix 371
Setting the Total Promotion Budget 371 | Shaping the Overall
Promotion Mix 372 | Integrating the Promotion Mix 375 |
Socially Responsible Marketing Communication 375
REVIEWING AND EXTENDING THE CONCEPTS 377 | Objectives
Review 377 | Key Terms 378 | Discussion Questions 378 | Critical
Thinking Exercises 379 | APPLICATIONS AND CASES 379 | Online,
Mobile, and Social Media Marketing “Buy a Lady a Drink” 379 |
Marketing Ethics Communicating Brand Purpose without Boasting 379
| Marketing by the Numbers Never-Ending Cola War 380 | Company
Case LinkedIn: Crushing the White-Collar Stereotype with IMC 380
CHAPTER 15 Advertising and Public
Relations 382
Advertising 384
Major Advertising Decisions 384
Setting Advertising Objectives 384 | Setting the Advertising
Budget 387 | Developing Advertising Strategy 388 |
Evaluating Advertising Effectiveness and the Return on
Advertising Investment 396 | Other Advertising
Considerations 398
Public Relations 400
The Role and Impact of PR 400
Major Public Relations Tools 401
REVIEWING AND EXTENDING THE CONCEPTS 402 | Objectives
Review 402 | Key Terms 403 | Discussion Questions 403 | Critical
Thinking Exercises 403 | APPLICATIONS AND CASES 403 |
Online, Mobile, and Social Media Marketing Plum Organics: Patenting
Unfiltered 403 | Marketing Ethics Burger King’s Real Meals 404
| Marketing by the Numbers Advertising Costs 404 | Company
Case Allstate: Bringing Mayhem to the Auto Insurance Advertising
Wars 405
CHAPTER 16 Personal Selling and Sales
Promotion 408
Personal Selling 410
The Nature of Personal Selling 410 | The Role of the Sales
Force 411
Managing the Sales Force 412
Designing the Sales Force Strategy and Structure 412 |
Recruiting and Selecting Salespeople 414 | Training Salespeople
415 | Compensating Salespeople 416 | Supervising
and Motivating Salespeople 416 | Evaluating Salespeople and
Sales Force Performance 417 | Social Selling: Online, Mobile,
and Social Media Tools 418
The Personal Selling Process 420
Steps in the Selling Process 421 | Personal Selling and Managing
Customer Relationships 423
Sales Promotion 424
The Rapid Growth of Sales Promotion 424 | Sales Promotion
Objectives 424 | Major Sales Promotion Tools 425 |
Developing the Sales Promotion Program 429
Appendix 1
Appendix 2
Appendix 3
Marketing Plan 462
Marketing by the Numbers 462
Careers In Marketing 462
Glossary 462
References 462
REVIEWING AND EXTENDING THE CONCEPTS 429 | Objectives
Review 429 | Key Terms 430 | Discussion Questions 431 | Critical
Thinking Exercises 431 | APPLICATIONS AND CASES 431 | Online,
Mobile, and Social Media Marketing Innovation Lab at a Trade Show 431
| Marketing Ethics Using Pharmaceutical Sales Strategies to Promote
Cost-Effective Drugs 431 | Marketing by the Numbers Buy One, Get
Something Free! 432 | Company Case Procter & Gamble: Selling
through Customer Business Development 432
CHAPTER 17 Direct, Online, Social Media,
and Mobile Marketing 434
Direct and Digital Marketing 436
The New Direct Marketing Model 436 | Rapid Growth of Direct
and Digital Marketing 437 | Benefits of Direct and Digital
Marketing to Buyers and Sellers 437
Forms of Direct and Digital Marketing 438
Marketing in the Digital Age 439
Online Marketing 440
Social Media and Mobile Marketing 444
Social Media Marketing 444 | Mobile Marketing 448
Traditional Direct Marketing Forms 450
Direct-Mail Marketing 450 | Catalog Marketing 451 |
Telemarketing 452 | Direct-Response Television
Marketing 453 | Kiosk Marketing 453 | Public Policy Issues in
Direct and Digital Marketing 454
REVIEWING AND EXTENDING THE CONCEPTS 456 | Objectives
Review 456 | Key Terms 458 | Discussion Questions 458 | Critical
Thinking Exercises 458 | APPLICATIONS AND CASES 459 | Online,
Mobile, and Social Media Marketing Positioning QVC to Compete 459
| Marketing Ethics Home Hub Paranoia 459 | Marketing by the
Numbers Uniqlo’s Digital Marketing Campaigns 459 | Company
Case OfferUp: A Mobile Solution for the Mobile Era 460
