市场学 英文版 第4版【2025|PDF下载-Epub版本|mobi电子书|kindle百度云盘下载】

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The World of Marketing1

The World of Marketing1

Chapter1 An Overview of Marketing3

Chapter 1 An Overview of Marketing3

Marketing Management Philosophies4

What Is Marketing?4

The Concept of Exchange4

Sales Orientation5

Production Orientation5

Marketing Orientation6

Societal Marketing Orientation7

The Differences Between Sales and Marketing Orientations7

The Organization s Focus7

Ethics in Marketing:“Alcopops :An Ethical Dilemma for U.S.Brewers8

The Firm s Business11

Those to Whom the Product Is Directed12

The Firm s Primary Goal13

Implementation of the Marketing Concept13

Tools the Organization Uses to Achieve Its Goals13

A Word of Caution13

Front - Line Experiences for Management14

Changes in Authority and Responsibility14

The Marketing Process15

Global Perspectives: China: A $300 Billion Consumer Market15

Marketing Offers Outstanding Career Opportunities16

Marketing Plays an Important Role in Society16

Marketing Is Important to Businesses16

Why Study Marketing?16

Marketing and Small Business: Choosing a Francbisor17

Looking Ahead18

Marketing Affects Your Life Everyday18

Key Terms19

Summary19

Looking Back19

Discussion and Writing Questions20

Application for Small Business21

Video Case: Lanier Worldwide21

Chapter 2 Strategic Planning Developing and Implementing a Marketing Plan23

Chapter2 Strategic Planning: Developing and Implementing a Marketing Plan23

The Nature of Strategic Planning24

What Is a Marketing Plan?24

Why Write a Marketing Plan?24

Marketing Plan Elements25

Define the Business Mission26

Set Marketing Plan Objectives28

Conduct a Situation Analysis29

Global Perspectives: A Traffic fam of Auto Makers29

Strategic Windows31

Strategic Alternatives32

Marketing and Small Business: Pickle Queen fumps Through a Strategic Window32

Selecting a Strategic Alternative33

Differential Advantage37

Target Market Strategy38

Describe the Marketing Strategy38

The Marketing Mix39

Implementation, Evaluation, and Control of the Marketing Plan41

Writing the Marketing Plan42

Effective Strategic Planning42

Looking Back45

Summary46

Key Terms46

Discussion and Writing Questions47

Video Case: New England Culinary Institute48

Application for Small Business48

Chapter3 The Marketing Environment51

Chapter 3 The Marketing Environment51

The External Marketing Environment52

Understanding the External Environment52

Environmental Management54

Social Factors54

Marketing-Oriented Values of the 1990s55

The Growth of Component Lifestyles55

The Changing Role of Families and Working Women55

Ethics in Marketing: Why Do Women Pay More?57

Is It a New Social Trend or a Fad?58

Demographic Factors58

Today s Preteens: Born to Shop58

Teenagers: Lots of Money and Strong Opinions60

Generation X: Savvy and Cynical60

Marketing and Small Business: Mrs. fones“Runs It Up the Flagpole62

Baby Boomers: America s Mass Market62

Older Consumers: Not Just Grandparents63

Americans on the Move66

Growing Ethnic Markets66

Ethnic and Cultural Diversity67

Rising Incomes69

Economic Factors69

Inflation70

Recession70

Technological and Resource Factors71

Political and Legal Factors72

Federal Legislation73

State Laws73

Regulatory Agencies74

Competitive Factors75

The Economics of Competition76

Competition for Market Share77

Global Competition78

Global Perspectives: Pepsi Retools for More Intensive Global Competition79

Looking Back79

Key Terms80

Summary80

Discussion and Writing Questions81

Application for Small Business81

Video Case: Life Fitness Company82

Chapter4 Developing a Global Vision85

Chapter 4 Developing a Global Vision85

The Rewards of Global Marketing86

The Importance of Global Marketing to the United States87

Multinational Firms88

The Multinational Advantage89

Ethics in Marketing: Governments Don t Always“Play Fair in Global Trade90

Global Marketing Standardization90

The External Environment Facing Global Marketers91

Culture92

Economic and Technological Development94

Marketing and Small Business: The Video Van Distribution Channel Works In India96

Political Structure97

Demographic Makeup104

Natural Resources104

Global Marketing by the Individual Firm105

Export106

Licensing108

Contract Manufacturing108

Joint Venture109

Direct Investment109

The Global Marketing Mix110

Product and Promotion110

Pricing114

Meeting ISO 9000 Standards114

Distribution116

Looking Back117

Summary117

Key Terms117

Discussion and Writing Questions118

Application for Small Business119

Video Case: Starbucks Coffee Goes to ?apan119

Chapter5 Ethics and Social Responsibility121

Chapter 5 Ethics and Social Responsibility121

Ethical Behavior in Business122

Morality and Business Ethics124

Ethics and Marketing Management125

Ethical Decision Making126

Ethical Guidelines127

Current Ethical Dilemmas129

Tobacco and Alcohol Promotion129

Consumer Privacy131

Green Marketing133

Marketing and Small Business: Will Being a Green Marketer Help Your Business Succeed?134

Cultural Differences in Ethics134

Global Perspectives: U. S. Ethical Practices: How They Compare Globally135

Exploitation of Developing Countries136

Corporate Social Responsibility137

Responding to Ethics Problems138

Looking Back139

Key Terms140

Summary140

Discussion and Writing Questions141

Application for Small Business141

Video Case: Alcohol and Tobacco Advertising How Should It Be Treated?142

Part One Critical Thinking Case: Ben ? ?erry s Ice Cream Tackles the Russian Market143

Part One Critical Thinking Case: Hooters, Inc.145

Part One Marketing Planning Activities: The World of Marketing147

Analyzing Marketing Opportunities149

Analyzing Marketing Opportunities149

Chapter 6 Consumer Decision Making151

Chapter6 Consumer Decision Making151

The Importance of Understanding Consumer Behavior152

The Consumer Decision-Making Process152

Problem Recognition153

Information Search154

Evaluation of Alternatives and Purchase155

Postpurchase Behavior156

Types of Consumer Buying Decisions and Consumer Involvement157

Factors Determining the Level of Consumer Involvement158

Marketing Implications of Involvement159

Individual Factors Influencing Consumer Buying Decisions159

Perception160

Motivation162

Learning163

Ethics in Marketing: Fear as a Marketing Tool: Does It Sell?164

Values, Beliefs, and Attitudes166

Personality, Self - Concept, and Lifestyle168

Social Factors Influencing Consumer Buying Decisions170

Culture170

Global Perspectives: Marketing Across Cultures171

Subculture172

Reference Groups172

Opinion Leaders174

Family175

Family Life Cycle176

Social Class176

Marketing and Small Business: Selling to Multicultural Markets179

Looking Back180

Summary180

Key Terms180

Discussion and Writing Questions181

Application for Small Business181

Video Case: Community Coffee Pursues the Gourmet Coffee Market182

Chapter7 Business-to-Business Marketing185

Chapter 7 Business-to-Business Marketing185

What Is Business-to-Business Marketing?186

Relationship Marketing and Strategic Alliances186

Global Perspectives: Whirlpool Ventures into a New Frontier188

Major Categories of Business-to-Business Customers189

Producers189

Resellers189

Governments190

Marketing and Small Business: Bidding for Government Contracts190

Institutions191

The Standard Industrial Classification (SIC) System192

Demand194

Business-to-Business Versus Consumer Markets194

Number of Customers195

Purchase Volume195

Location of Buyers196

Nature of Buying Influence196

Use of Reciprocity196

Distribution Structure196

Nature of Buying196

Type of Negotiations196

Types of Business-to-Business Products197

Major Equipment197

Use of Leasing197

Primary Promotional Method197

Accessory Equipment197

Raw Materials198

Component Parts198

Supplies199

Buying Centers199

Processed Materials199

Business Services199

Business-to-Business Buying Behavior199

Evaluative Criteria201

Buying Situations202

The Purchase Process203

Etbics in Marketing: The NAPM Code of Et?ics206

Looking Back207

Summary207

Key Terms207

Application for Small Business208

Discussion and Writing Questions208

Video Case: Amtecb Corporation209

Chapter8 Segmenting and Targeting Markets211

Chapter 8 Segmenting and Targeting Markers211

Market Segmentation212

Criteria for Successful Segmentation213

The Importance of Market Segmentation213

Bases for Segmenting Consumer Markets214

Demographic Segmentation215

Geographic Segmentation215

Global Perspectives: Poland Starting to See the Emergence of Puppies216

Marketing and Small Business: Lifestyle Matrix Marketing217

Psychographic Segmentation221

Benefit Segmentation223

Usage-Rate Segmentation223

Macrosegmentation225

Bases for Segmenting Business Markets225

Microsegmentation226

Steps in Segmenting a Market227

Strategies for Selecting Target Markets228

Undifferentiated Targeting228

Concentrated Targeting230

Multisegment Targeting231

Positioning232

Ethics in Marketing: Less Privacy Seen as Trade-Off for Better Target Marketing232

Product Differentiation233

Perceptual Mapping234

Positioning Bases235

Global Issues in Market Segmentation and Targeting235

Looking Back236

Summary237

Key Terms237

Discussion and Writing Questions238

Application for Small Business238

Video Case: Russell s Service Center239

Chapter 9 Decision Support Systems and Marketing Research241

Chapter9 Decision Support Systems and Marketing Research241

Marketing Decision Support Systems242

Database Marketing and Micromarketing243

Ethics in Marketing: Databases Can Probe into Your Life245

The Role of Marketing Research245

Differences Between Marketing Research and DSS246

Management Uses of Marketing Research246

Steps in a Marketing Research Project249

Defining the Marketing Problem249

Planning the Research Design and Gathering Primary Data254

Global Perspectives: The Challenges of Global Marketing Resarch259

Specifying the Sampling Procedures264

Collecting the Data266

Analyzing the Data266

Preparing and Presenting the Report267

Following Up267

Marketing and Small Business: Marketing Research for Small Companies268

Scanner-Based Research268

When Should Marketing Research Be Conducted?269

Looking Back269

Key Terms270

Summary270

Application for Small Business271

Discussion and Writing Questions271

Signature Series Video Case: Category Management Using Information Resources, Inc. Scanner-Based Information272

Video Case: Bon-Ton Department Stores273

Part Two Critical Thinking Case: Long ?ohn Silver s Reaches Out to Drive - Through Customers274

Part Two Marketing Planning Activities: Analyzing Marketing Opportunities276

Product Decisions277

Product Decisions277

Chapter 10 Product Concepts279

Chapter 10 Product Concepts279

What Is a Product?280

Types of Consumer Products280

Convenience Products281

Shopping Products281

Specialty Products282

Unsought Product282

Product Ltems, lines, and Mixes282

Repositioning284

Adjustments to Product Items, Lines, and Mixes284

Branding285

Benefits of Branding286

Branding Strategies287

Ethics in Marketing: Exploitative Marketing to Children on the Internet288

Trademarks291

Packaging292

Packaging Functions292

Global Perspectives: China Fails to Protect Foreign Companies Trademarks and Other Property Rights293

Labeling294

Branding295

Universal Products Codes295

Global Issues in Branding and Packaging295

Packaging296

Product Warranties297

Summary297

Key Terms297

Looking Back297

Discussion and Writing Questions298

Video Case: Head Golf299

Application for Small Business299

Chapter 11 Developing and Managing Products301

Chapter 11 Developing and Managing Products301

Categories of New Products302

Idea Generation303

New-Product Strategy303

The New-Product Development Process303

Ethics in Marketing: Marketing Smokeless Cigarettes304

Idea Screening306

Business Analysis306

Development307

Marketing and Small Business: Checklist for Evaluating New-Product Concepts308

Test Marketing309

Commercialization311

Why Some New Products Succeed and Others Fail312

Global Perspectives: American Cars for Asian Markets313

Global Issues in New-Product Development313

Organization for New-Product Development313

New-Product Committees and Departments314

Venture Teams and Intrepreneurs314

Simultaneous Product Development315

Product Life Cycles315

Introductory Stage316

Maturity Stage317

Growth Stage317

Decline Stage318

Implications for Marketing Management318

Diffusion of Innovation319

The Spread of New Products319

Product Characteristics and the Rate of Adoption321

Marketing Implications of the Adoption Process321

Summary322

Key Terms322

Looking Back322

Discussion and Writing Questions323

Video Case: 3M324

Application for Small Business324

Chapter 12 Services and Nonprofit Organization Marketing327

Chapter 12 Services and Nonprofit Organization Marketing327

The Importance of Services328

How Services Differ from Goods328

Intangibility329

Heterogeneity330

Inseparability330

Perishability330

Marketing Mixes for Services331

Product (Service) Strategy331

Services Marketing in Manufacturing331

Distribution Strategy333

Promotion Strategy334

Price Strategy335

Relationship Marketing in Services336

Internal Marketing in Service Firms337

Nonprofit Organization Marketing338

Global Issues in Services Marketing338

Global Perspectives: One World、One UPS339

What Is Nonprofit Organization Marketing?339

Unique Aspects of Nonprofit Organization Marketing Strategies340

Ethics in Marketing: How a Tiny Charity Transformed Itself into a Used-Car Giant341

Summary346

Looking Back346

Key Terms346

Discussion and Writing Questions347

Video Case: 1-800-FLOWERS348

Application for Small Business348

Chapter 13 Customer Value, Quality, and Satisfaction351

Chapter 13 Customer Value, Quality, and Satisfaction351

What Is Customer Value?352

A Customer Value Framework353

Goods Quality354

Global Perspectives: American Firms Find Niche in ?apanese Market355

Essential Quality Techniques356

Participants in the Quality Effort357

Service Quality359

Categories of Service360

Service Quality Components361

The Gap Model of Service Quality362

Marketing and Small Business: AT?T and MCI Take Aim at Internet Access Market362

Transaction Costs364

Value-Based Pricing364

Life Cycle Costs365

Customer Satisfaction366

Measurement of Customer Satisfaction366

Risk366

Nonmonetary Sacrifice366

Customer Satisfaction or Customer Dissatisfaction?367

Ethics in Marketing: American Cancer Society Exchanges Endorsements for Donations368

Customer Loyalty369

Key Terms371

Looking Back371

Summary371

Discussion and Writing Questions373

Application for Small Business374

Video Case: Stew Leonard s374

Part Three Critical Thinking Case: Shaving Systems by Gillette376

Part Three Marketing Planning Activities: Product Decisions378

Distribution Decisions379

Distribution Decisions379

Chapter 14 Channels ad Physical Distribution381

Chapter 14 Channels and Physical Distribution381

Providing Specialization and Division of Labor382

Overcoming Discrepancies382

Marketing Channels and Physical Distribution382

Providing Contact Efficiency383

Channel Functions384

Channel Structures386

Channels for Consumer Products386

Channels for Industrial Products387

Marketing and Small Business: Crawfish to Your Doorstep Using the Internet387

Alternative Channel Arrangements388

Factors Affecting Channel Choice390

Channel Strategy Decisions390

Levels of Distribution Intensity391

Ethics in Marketing: Should Retailers Control Which Products We Buy?393

Physical Distribution Service394

Global Marketing Channels394

The Importance of Physical Distribution394

The Balance Between Service and Cost395

Warehousing397

Physical Distribution Subsystems397

Materials Handling398

Inventory Control400

Transportation402

Order Processing402

Physical Distribution for Services403

Automation404

Trends in Physical Distribution404

Environmental Issues405

Electronic Distribution405

Global Distribution406

Quality in Transportation406

Contract Logistics and Partnerships406

Global Perspectives: Physical Distribution in China407

Summary408

Key Terms408

Looking Back408

Discussion and Writing Questions410

Application for Small Business410

Video Case: United Parcel Service411

Chapter 15 Retailing and Wholesaling413

Chapter 15 Retailing and Wholesaling413

Classification of Retail Operations414

The Role of Retailing414

Ownership415

Product Assortment416

Price416

Level of Service416

Major Types of Retail Operations417

Department Stores417

Speciality Stores418

Global Perspectives: ?apan Wakes Up and Smells Starbucks419

Supermarkets420

Convenience Stores420

Discount Stores421

Nonstore Retailing425

Direct Retailing425

Automatic Vending425

Direct Marketing426

Franchising429

Retail Marketing Strategy431

Defining a Target Market431

Choosing the Retailing Mix432

Ethics in Marketing: What Supermarkets Know About You438

Marketing and Small Business: Expertise: A Critical Success Factor for Small Retailers441

Global Retailing442

Trends in Retailing442

Convenience and Efficiency443

Entertainment443

Current Problems Affecting Retailing444

Wholesaling Intermediaries445

Merchant Wholesalers446

Agents and Brokers447

Trends in Wholesaling447

Summary448

Key Terms448

Looking Back448

Discussion and Writing Questions449

Application for Small Business450

Signature Series Video Case: Tandy Corporation450

Part Four Critical Thinking Case: Walgreen Company453

Part Four Marketing Planning Activities: Distribution Decisions455

Integrated Marketing Communications457

Jntegrated Marketing Communications457

Chapter 16 Promotion Strategy and Marketing Communication459

Chapter 16 Promotion Strategy and Marketing Communication459

The Role of Promotion in the Marketing Mix460

The Promotional Mix461

Advertising461

Public Relations462

Personal Selling463

Sales Promotion463

Marketing Communication464

The Communication Process464

Dreamful Attraction: Shaquille O Neal s Thoughts on Marketing and Advertising466

Global Perspectives: Global Challenges in Marketing Communication469

The Communication Process and the Promotional Mix470

Integrated Marketing Communications471

Informing472

The Goals and Tasks of Promotion472

Reminding473

Persuading473

AIDA and the Hierarchy of Effects474

The Hierarchy of Effects and the Promotional Mix476

Factors Affecting the Promotional Mix477

Nature of the Product477

Stage in the Product Life Cycle478

Type of Buying Decision479

Target Market Characteristics479

Available Funds480

Push and Pull Strategies480

Marketing and Small Business: Guerrilla Promotions for Cash-Strapped Small Business Owners481

Analyze the Marketplace482

Steps in Developing the Promotion Plan482

Set Promotional Objectives483

Identify the Target Market483

Ethics in Marketing: Targeting School Kids484

Develop a Promotion Budget485

Choose the Promotional Mix487

Self-Regulation of Promotion487

Legal and Ethical Aspects of Promotion487

Federal Regulation of Promotion488

Looking Back488

Key Terms489

Summary489

Discussion and Writing Questions491

Application for Small Business491

Signature Series Video Case: Attracting Customers to Piccadilly Cafeterias492

Chapter 17 Advertising and Public Relations495

Chapter 17 Advertising and Public Relations495

Effects of Advertising496

Advertising and Market Share497

Advertising and the Consumer497

Advertising and Brand Loyalty498

Ethics in Marketing: Are Kids Influenced by ?oe Camel?499

Major Types of Advertising500

Advertising and Product Attributes500

Product Advertising501

Institutional Advertising501

Steps in Creating an Advertising Campaign502

Make Creative Decisions503

Determine Campaign Objectives503

Global Perspectives: Iranian Censors Decide Many Topics Are Unmentionable in Ads506

Make Media Decisions508

Media Types508

Marketing and Small Business: Radio: An Effective Advertising Medium for Small Marketers511

Media Selection Considerations514

Media Scheduling515

Evaluate the Ad Campaign517

Public Relations518

Major Public Relations Tools518

Managing Unfavorable Publicity521

Looking Back522

Key Terms522

Summary522

Discussion and Writing Questions523

Signature Series Video Case: Woman s Hospital Responds to Changing Market Opportunities524

Applications for Small Business524

Chapter 18 Sales Promotion and Personal Selling527

Chapter 18 Sales Promotion and Personal Selling527

Sales Promotion528

The Objectives of Sales Promotion528

Tools for Consumer Sales Promotion529

Marketing and Small Business: Customer-Specific Marketing for Small Retailers532

Tools for Trade Sales Promotion535

Personal Selling537

Relationship Selling538

Selling Tasks539

Ethics in Marketing: Why the Bad Rap?540

Steps in the Selling Process542

Generating Leads543

Qualifying Sales Leads544

Doing a Needs Assessment545

Developing and Proposing Solutions545

Handling Obiections547

Closing the Sale547

Following Up548

Sales Management548

Global Perspectives: Global Dos and Don ts in Selling549

Defining Sales Objectives and the Sales Process550

Designing the Sales Organization551

Developing the Sales Force553

Directing the Sales Force556

Evaluating the Sales Force558

Looking Back558

Summary558

Key Terms558

Discussion and Writing Questions560

Application for Small Business560

Video Case: Ferrara Fire Apparatus (FFA) Pursues Relationship Selling561

Endnotes563

Chapter 19 Internet Marketing565

Chapter 19 Internet Marketing565

Part Five Critical Thinking Case: Coca-Cola Company567

Part Five Marketing Planning Activities: Integrated Marketing Communications568

Pricing Decisions571

Pricing Decisions571

Chapter 20 Pricing Concepts573

Chapter 20 Pricing Concepts573

What Is Price?574

The Importance of Price to Marketing Managers574

The Importance of Price574

Profit-Oriented Pricing Objectives575

Pricing Objectives575

Sales-Oriented Pricing Objectives577

Status Quo Pricing Objectives578

The Demand Determinant of Price579

The Nature of Demand579

Elasticity of Demand581

Ethics in Marketing: Getting Ripped Off at the ATM583

The Cost Determinant of Price585

Markup Pricing587

Profit Maximization Pricing587

Break- Even Pricing588

Other Determinants of Price590

Stage in the Product Life Cycle590

The Competition591

Distribution Strategy591

Global Perspectives: Chaotic Pricing Calls for Pricing Corridors592

Promotion Strategy593

The Relationship of Price to Quality593

Summary594

Key Terms594

Looking Back594

Discussion and Writing Questions596

Application for Small Business596

Signature Series Video Case: Fabulous Technology Offers Many New Features for Tomorrow s Automobiles-But Will the Consumer Buy It?597

Chapter 21 Setting the Right Price601

Chapter 21 Setting the Right Price601

How to Set a Price on a Product602

Establish Pricing Goals602

Choose a Price Strategy603

Estimate Demand, Costs, and Profits603

The Legality and Ethics of Price Strategy606

Unfair Trade Practices606

Global Perspectives: Budget Hotels Arenit Always a Bargain Abroad607

Price Fixing607

Price Discrimination608

Tactics for Fine Tuning the Base Price609

Discounts, Allowances, and Rebates609

Predatory Pricing609

Geographic Pricing611

Special Pricing Tactics613

Ethics in Marketing: Are Drug Prices Based on All the Traffic Will Bear ?616

Product Line Pricing618

Relationships Among Products618

Pricing During Difficult Economic Times619

Inflation619

Joint Costs619

Recession621

Pricing: A Look at the Future622

Looking Back623

Summary623

Key Terms623

Discussion and Writing Questions625

Application for Small Business626

Video Case: Southwest Airlines626

Part Six Critical Thinking Case: GM s Move to No-Haggle Pricing628

Part Six Critical Thinking Case: Levi Strauss and Company630

Part Six Marketing Planning Activities: Pricing Decisions632

Appendix: Careers in Marketing633

Appendix: Careers in Marketing633

Glossary640

Glossary640

Endnotes653

Company and Organization Index671

Subject Index677

Internet Index691