Principles of Marketing European Edition

Principles of Marketing European Edition : MyMarketingLab

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Principles of Marketing is the highly successful European adaptation of Kotler and Armstrong, one of the world's leading and most authoritative marketing textbooks.



The text takes a practical and managerial approach to marketing. It is rich in topical examples and applications that show 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.





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Product details

  • Paperback | 716 pages
  • 218 x 274 x 42mm | 1,479.98g
  • Harlow, United Kingdom
  • English
  • 6th edition
  • 0273742973
  • 9780273742975
  • 180,394

Table of contents

Contents



Guided tour

A message from the authors

Preface

Acknowledgements

About the authors

Publisher' acknowledgements



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
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