Marketing: An Introduction, Global Edition

Description

For coursesin marketing.    shows students how creating and capturing customer value driveseffective marketing strategies.   The 15th Edition reflectsthe major trends and shifting forces that impact marketing in this digital ageof customer value, engagement and relationships. This in turn leaves studentswith a richer understanding of basic marketing concepts, strategies andpractices. Through updated chapter-opening vignettes, Marketing at Workhighlights, company cases and end-of-chapter exercises, students get amplepractice applying marketing concepts to real-world company scenarios. Cover Title Page Copyright Dedication Pearson’s Commitment to Diversity, Equity, and Inclusion Brief Contents Contents Preface About the Authors Part 1: Defining Marketing And The Marketing Process Chapter 1. Marketing: Creating Customer Value and Engagement Objectives Outline Previewing the Concepts First Stop: Amazon: Obsessed with Creating Customer Value, Engagement, and Relationships 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 Marketing at Work 1.1: The Walt Disney World Resort: Making Magical Moments Customer Value and Satisfaction Exchanges and Relationships Markets Designing a Customer Value–Driven Marketing Strategy and Plan Customer Value–Driven Marketing Strategy Preparing an Integrated Marketing Plan and Program Managing Customer Relationships and Capturing Customer Value Engaging Customers and Managing Customer Relationships Capturing Value from Customers The Changing Marketing Landscape The Digital Age: Online, Mobile, and Social Media Marketing Marketing at Work 1.2: Zoom: A Winning Product and Agile Marketing in the Digital Age The Growth of Not-for-Profit Marketing Rapid Globalization Sustainable Marketing: The Call for More Environmental and Social Responsibility So, What Is Marketing? Pulling It All Together Developing Skills for Your Career Reviewing And Extending The Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Digital Marketing Marketing Ethics Marketing by the Numbers Company Cases Chapter 2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships Objectives Outline Previewing the Concepts First Stop: Rolex: Building Brand Equity through a Customer-Driven Marketing Mix Company-Wide Strategic Planning: Defining Marketing’s Role Defining a Market-Oriented Mission Setting Company Objectives and Goals Designing the Business Portfolio Marketing at Work 2.1: IKEA’s Mission: Creating a Better Everyday Life for the Many People Analyzing the Current Business Portfolio Developing Strategies for Growth and Downsizing 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 Value–Driven Marketing Strategy Marketing at Work 2.2: How Milk Is Becoming Dairy-Free Developing an Integrated Marketing Mix Managing the Marketing Effort and Marketing Return on Investment Managing the Marketing Effort Measuring and Managing Marketing Return on Investment Reviewing And Extending The Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Digital Marketing Marketing Ethics Marketing by the Numbers Company Cases Part 2: Understanding The Marketplace And Consumer Value Chapter 3. Analyzing the Marketing Environment Objectives Outline Previewing the Concepts First Stop: Microsoft: Adapting to the Fast-Changing Marketing Environment The Microenvironment and Macroenvironment The Microenvironment The Macroenvironment Marketing at Work 3.1: Marketing in the Age of Disruption: Managing the Present and Planning for the Future The Demographic and Economic Environments The Demographic Environment The Economic Environment The Natural and Technological Environments The Natural Environment The Technological Environment The Political–Social and Cultural Environments The Political and Social Environment Marketing at Work 3.2: Cause-Related Marketing: Linking Brands, Consumers, and Causes The Cultural Environment Responding to the Marketing Environment Reviewing And Extending The Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Digital Marketing Marketing Ethics Marketing by the Numbers Company Cases Chapter 4. Managing Marketing Information to Gain Customer Insights Objectives Outline Previewing the Concepts First Stop: Ferrero: Managing Marketing Information and Customer Insights Marketing Information and Customer Insights Marketing Information and Today’s “Big Data” Developing Customer Insights The Marketing Information System Assessing Information Needs and Developing Data Assessing Marketing Information Needs Developing Marketing Information Marketing at Work 4.1: Social Media Command Centers: Listening to and Engaging Customers in Social Space Marketing Research Traditional Marketing Research in Transition 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 Analyzing and Using Marketing Information Customer Relationship Management (CRM) Big Data, Marketing Analytics, and Artificial Intelligence Distributing and Using Marketing Information Marketing at Work 4.2: Artificial Intelligence in Marketing: “A Bigger Deal Than Fire or Electricity” Other Marketing Information Considerations Marketing Research in Small Businesses and Nonprofit Organizations International Marketing Research Public Policy and Ethics in Marketing Research Reviewing And Extending The Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Digital Marketing Marketing Ethics Marketing by the Numbers Company Cases Chapter 5. Understanding Consumer and Business Buyer Behavior Objectives Outline Previewing the Concepts First Stop: Lenovo: Understanding Customers and Building Profitable Relationships Consumer Markets and Consumer Buyer Behavior Model of Consumer Behavior Characteristics Affecting Consumer Behavior Marketing at Work 5.1: Influencer Marketing: Leveraging Relationships between Influencers and Their Followers The Buyer Decision Process Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior The Customer Journey The Buyer Decision Process for New Products Stages in the Adoption Process Individual Differences in Innovativeness Influence of Product Characteristics on Rate of Adoption Business Markets and Business Buyer Behavior Business Markets Business Buyer Behavior Major Types of Buying Situations Participants in the Business Buying Process Major Influences on Business Buyers The Business Buyer Decision Process Problem Recognition General Need Description Product Specification Supplier Search Proposal Solicitation Supplier Selection Order-Routine Specification Performance Review Engaging Business Buyers with Digital and Social Marketing E-procurement and Online Purchasing Business-to-Business Digital and Social Media Marketing Marketing at Work 5.2: LinkedIn: The Place to Be for B-to-B Reviewing And Extending The Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Digital Marketing Marketing Ethics Marketing by the Numbers Company Cases Part 3: Designing A Customer Value–Driven Strategy And Mix Chapter 6. Customer Value–Driven Marketing Strategy: Creating Value for Target Customers Objectives Outline Previewing the Concepts First Stop: Henkel’s Persil in the Gulf States Marketing Strategy Market Segmentation Segmenting Consumer Markets Segmenting Business Markets Marketing at Work 6.1: VOX Cinemas: Movie Experiences for Everyone Segmenting International Markets Requirements for Effective Segmentation Market Targeting Evaluating Market Segments Selecting Target Market Segments Marketing at Work 6.2: Fila Sneaks Back into Fashion Differentiation and Positioning Positioning Maps Choosing a Differentiation and Positioning Strategy Communicating and Delivering the Chosen Position Reviewing And Extending The Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Digital Marketing Marketing Ethics Marketing by the Numbers Company Cases Chapter 7. Products, Services, and Brands: Building Customer Value Objectives Outline Previewing the Concepts First Stop: FiLLi Café: A Saffron-Infused Tea Experience 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 Marketing at Work 7.1: Nike Pro Hijab: Combining Branding and an Innovative Design Product Line Decisions Product Mix Decisions Services Marketing The Nature and Characteristics of a Service Marketing Strategies for Service Firms The Service Profit Chain Branding Strategy: Building Strong Brands Brand Equity and Brand Value Building Strong Brands Marketing at Work 7.2: Store Brands: Price Is Important, but It’s More about the Customer Experience Managing Brands Reviewing And Extending The Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Digital Marketing Marketing Ethics Marketing by the Numbers Company Cases Chapter 8. Developing New Products and Managing the Product Life Cycle Objectives Outline Previewing the Concepts First Stop: Google (. . . er, Alphabet): The New Product Moon Shot Factory 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 Commercialization Managing New Product Development Marketing at Work 8.1: Apple: Innovative to Its Core Product Life-Cycle Strategies Introduction Stage Marketing at Work 8.2: Managing L’Oréal’s Product Life Cycle: More Than Just Makeup Growth Stage Maturity Stage Decline Stage Additional Product and Service Considerations Product Decisions and Social Responsibility International Product and Services Marketing Reviewing And Extending The Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Digital Marketing Marketing Ethics Marketing by the Numbers Company Cases Chapter 9. Pricing: Understanding and Capturing Customer Value Objectives Outline Previewing the Concepts First Stop: Peloton: Premium Priced. But It’s Not about the Price Major Pricing Strategies Customer Value–Based Pricing Marketing at Work 9.1: ALDI: Doing Things “Differentli” to Bring Customers Amazingly Low Prices Cost-Based Pricing Competition-Based Pricing Other Internal and External Considerations Affecting Price Decisions Overall Marketing Strategy, Objectives, and Mix Organizational Considerations The Market and Demand The Economy Other External Factors New Product Pricing Strategies Market-Skimming Pricing Market-Penetration Pricing Product Mix Pricing Strategies Product Line Pricing Optional-Product Pricing Captive-Product Pricing By-Product Pricing Product Bundle Pricing Price Adjustment Strategies and Price Changes Discount and Allowance Pricing Segmented Pricing Psychological Pricing Promotional Pricing Geographical Pricing Dynamic and Personalized Pricing Marketing at Work 9.2: Dynamic and Personalized Pricing: Walking a Fine Line International Pricing Price Changes Public Policy and Pricing Pricing within Channel Levels Pricing across Channel Levels Reviewing And Extending The Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Digital Marketing Marketing Ethics Marketing by the Numbers Company Cases Chapter 10. Marketing Channels: Delivering Customer Value Objectives Outline Previewing the Concepts First Stop: Airbnb: Disrupting Traditional Distribution Channels Supply Chains and the Value Delivery Network The Nature and Importance of Marketing Channels How Channel Members Add Value Channel Behavior and Organization Channel Behavior Vertical Marketing Systems Horizontal Marketing Systems Multichannel Distribution Systems Changing Channel Organization Marketing at Work 10.1: Zara: Through Disintermediation to the Top of World Fashion Channel Design Decisions Analyzing 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 at Work 10.2: Microsoft Azure: Partnering with Customers in the Cloud Marketing Logistics and Supply Chain Management Nature and Importance of Marketing Logistics Sustainable Supply Chains Goals of the Logistics System Major Logistics Functions Integrated Logistics Management Reviewing And Extending The Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Digital Marketing Marketing Ethics Marketing by the Numbers Company Cases Chapter 11. Retailing and Wholesaling Objectives Outline Previewing the Concepts First Stop: UNIQLO: The Innovative Route in Fashion Retailing Retailing Retailing: Connecting Brands with Consumers The Shifting Retailing Model Store Retailing Non-Store Direct Retailing Omni-Channel Marketing: Blending In-Store, Online, Mobile, and Social Media Channels Retailer Marketing Decisions Marketing at Work 11.1: Sharaf DG’s Omni-Channel Strategy Segmentation, Targeting, Differentiation, and Positioning Decisions Product Assortment and Services Decision Price Decision Promotion Decision Place Decision Retailing Trends and Developments Increased Uncertainty and Disruption Tighter Consumer Spending New Retail Forms, Shortening Retail Life Cycles, and Retail Convergence The Rise of Megaretailers Rapid Advances in Retail Technology Marketing at Work 11.2: The Future of Retailing: Using Technology to Enhance the Customer Experience Sustainable Retailing Global Expansion of Major Retailers Wholesaling Types of Wholesalers Trends in Wholesaling Reviewing And Extending The Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Digital Marketing Marketing Ethics Marketing by the Numbers Company Cases Chapter 12. Engaging Consumers and Communicating Customer Value: Advertising and Public Relations Objectives Outline Previewing the Concepts First Stop: Jollibee: Communicating Family Values The Promotion Mix Integrated Marketing Communications The New Marketing Communications Model Marketing at Work 12.1: Just Don’t Call It Advertising: It’s Content Marketing The Need for Integrated Marketing Communications Shaping the Overall Promotion Mix Advertising and Major Advertising Decisions Setting Advertising Objectives Setting the Advertising Budget Marketing at Work 12.2: Promoting Social Responsibility: It’s the Right Thing to Do Developing Advertising Strategy Evaluating Advertising Effectiveness and the Return on Advertising Investment Other Advertising Considerations Public Relations The Role and Impact of PR Major Public Relations Tools Reviewing And Extending The Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Digital Marketing Marketing Ethics Marketing by the Numbers Company Cases Chapter 13. Personal Selling and Sales Promotion Objectives Outline Previewing the Concepts First Stop: Salesforce: You Need a Great Sales Force to Sell Salesforce 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 Social Selling: Using Digital Sales Platforms and Tools Marketing at Work 13.1: Digital Selling Technologies: Changing the Face of Professional Sales 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 Marketing at Work 13.2: Red Bull: The Mother of All Event Marketers Developing the Sales Promotion Program Reviewing And Extending The Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Digital Marketing Marketing Ethics Marketing by the Numbers Company Cases Chapter 14. Digital Marketing Objectives Outline Previewing the Concepts First Stop: Samsung Electronics: Engaging Customers Globally via Social Media Marketing Understanding Digital Marketing The New Digital Marketing Models Benefits of Digital Marketing to Buyers and Sellers Preparing for a Digital Marketing Campaign Knowing the Digital Consumer Understanding Consumer Omni-Channel Navigation Behavior Using Experimentation to Understand What Works Employing Digital Channels in an Omni-Channel Strategy Online Marketing Social Media Marketing Marketing at Work 14.1: Instagram: A Win-Win-Win for the Company, Advertisers, and Instagrammers Mobile Marketing Marketing at Work 14.2: Mobile Marketing: Engaging Consumers in Moments That Matter Creating an Integrated Omni-Channel Strategy Public Policy Issues in Digital Marketing Reviewing And Extending The Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Digital Marketing Marketing Ethics Marketing by the Numbers Company Cases Part 4: Extending Marketing Chapter 15. The Global Marketplace Objectives Outline Previewing the Concepts First Stop: L’ORÉAL: “Beauty for All. .Beauty for Each Individual.” Global Marketing Today Understanding the Global Marketing Context Political Context Economic Context Sociocultural Context Marketing at Work 15.1: Tata Steel: Entering High-Potential International Markets Technological Context The Legal and Institutional Context The Environmental and Ecological Context Deciding Whether to Go Global and Which Markets to Enter Deciding Whether to Go Global Deciding Which Markets to Enter Deciding How to Enter Global Markets Exporting Joint Venturing Direct Investment Deciding on the Global Marketing Program Product Promotion Marketing at Work 15.2: Localizing Chinese Brand Names: Important but Tricky Price Distribution Channels Deciding on the Global Marketing Organization Reviewing And Extending The Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Digital Marketing Marketing Ethics Marketing by the Numbers Company Cases Chapter 16. Sustainable Marketing: Social Responsibility and Ethics Objectives Outline Previewing the Concepts First Stop: Patagonia’s “Conscious Consumption”: Telling Consumers to Buy Less 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 Pathways to Sustainable Marketing Consumer Actions to Promote Sustainable Marketing Business Actions toward Sustainable Marketing Marketing at Work 16.1: Starbucks: Serving the Underserved—Doing Good and Doing Well Building the Sustainable Marketing Organization Sustainable Marketing Principles Marketing at Work 16.2: Waitrose: Bring Your Own Bag The Sustainable Marketing Organization Reviewing And Extending The Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Digital Marketing Marketing Ethics Marketing by the Numbers Company Cases Appendix 1. Company Cases Appendix 2. Marketing Plan Appendix 3. Marketing by the Numbers Appendix 4. Careers in Marketing Glossary References Index A B C D E F G H I J K L M N O P Q R S T U V W X Y Z