Marketing Management: An Asian Perspective

Description

For undergraduate and graduate courses in marketing management. Stay on the cutting-edge with the gold standard text that reflects the latest in marketing theory and practice.   The world of marketing is changing everyday–and in order for students to have a competitive edge, they need a textbook that reflects the best of today’s marketing theory and practices. Marketing Management is the gold standard marketing text because its content and organization consistently reflect the latest changes in today’s marketing theory and practice. .     Front Cover Title Page Copyright Page About the Authors Brief Contents Contents About this Book Preface Acknowledgements Part 1 Understanding Marketing Management Chapter 1 Defining Marketing for the New Realities 1.1 The Importance of Marketing 1.2 The Scope of Marketing 1.2.1 What is Marketing? 1.2.2 What is Marketed? 1.2.3 Who Markets? 1.3 Core Marketing Concepts 1.3.1 Needs, Wants, and Demands 1.3.2 Target Markets, Positioning, and Segmentation 1.3.3 Offerings and Brands 1.3.4 Value and Satisfaction 1.3.5 Marketing Channels 1.3.6 Supply Chain 1.3.7 Competition 1.3.8 Marketing Environment 1.4 The New Marketing Realities 1.4.1 Major Societal Forces 1.4.2 New Company Capabilities 1.4.3 Marketing in Practice Marketing Memo: Reinventing Marketing At Coca-Cola 1.5 Company Orientation Toward the Marketplace 1.5.1 The Production Concept 1.5.2 The Product Concept 1.5.3 The Selling Concept 1.5.4 The Marketing Concept 1.5.5 The Holistic Marketing Concept 1.6 Updating the Four P’s Marketing Insight: Understanding The 4 A’s of Marketing 1.7 Marketing Management Tasks 1.7.1 Developing Marketing Strategies and Plans Marketing Memo: Marketers’ Frequently Asked Questions 1.7.2 Capturing Marketing Insights and Performance 1.7.3 Connecting with Customers 1.7.4 Building Strong Brands 1.7.5 Shaping the Market Offerings 1.7.6 Delivering Value 1.7.7 Communicating Value 1.7.8 Creating Successful Long-Term Growth Summary Applications Marketing Lesson: Modern Creation München (MCM) Marketing Lesson:Google Chapter 2 Developing Marketing Strategies and Plans 2.1 Marketing and Customer Value 2.1.1 The Value Delivery Process 2.1.2 The Value Chain Marketing Insight: The Value of WhatsApp to Facebook 2.1.3 Core Competencies 2.1.4 The Central Role of Strategic Planning Marketing Memo: What Does it Take to Be a Successful CMO? 2.2 Corporate and Division Strategic Planning 2.2.1 Defining the Corporate Mission 2.2.2 Establishing Strategic Business Units (SBUs) 2.2.3 Assigning Resources to Each SBU 2.2.4 Assessing Growth Opportunities 2.2.5 Organization and Organizational Culture 2.2.6 Marketing Innovation Marketing Insight: Creating Innovative Marketing 2.3 Business Unit Strategic Planning 2.3.1 The Business Mission 2.3.2 SWOT Analysis Marketing Memo: Checklist for Performing Strengths/Weaknesses Analysis 2.3.3 Goal Formulation 2.3.4 Strategic Formulation 2.3.5 Program Formulation and Implementation 2.3.6 Feedback and Control 2.4 Product Planning: The Nature and Contents of a Marketing Plan Marketing Memo: Marketing Plan Criteria 2.4.1 The Role of Research 2.4.2 The Role of Relationships 2.4.3 From Marketing Plan to Marketing Action Summary Applications Marketing Lesson: TWG Tea Marketing Lesson: Yum! Brands Sample Marketing Plan: Pegasus Sports International Part 2 Capturing Marketing Insights Chapter 3 Gathering Information and Forecasting Demand 3.1 Components of a Modern Marketing Information System 3.2 Internal Records and Marketing Intelligence 3.2.1 The Order-to-Payment Cycle 3.2.2 Sales Information Systems 3.2.3 Databases, Data Warehousing, and Data Mining Marketing Insight: Making Big Data Work for You 3.2.4 The Marketing Intelligence System 3.2.5 Collecting Marketing Intelligence on the Internet 3.2.6 Communicating and Acting on Marketing Intelligence 3.3 Analyzing the Macroenvironment 3.3.1 Needs and Trends Marketing Insight: Ten Forces Forging China’s Future 3.3.2 Identifying the Major Forces 3.3.3 The Demographic Environment Marketing Insight: Finding Gold at the bottom of the Pyramid 3.3.4 Economic Environment 3.3.5 Social-Cultural Environment 3.3.6 Natural Environment Marketing Insight: The Green Marketing Revolution 3.3.7 Technological Environment 3.3.8 Political-Legal Environment 3.4 Forecasting and Demand Measurement 3.4.1 The Measures of Market Demand 3.4.2 A Vocabulary for Demand Measurement 3.4.3 Estimating Current Demand 3.4.4 Estimating Future Demand Summary Applications Marketing Lesson: Microsoft Marketing Lesson: Uber Chapter 4 Conducting Marketing Research 4.1 The Marketing Research System 4.2 The Marketing Research Process 4.2.1 Step 1: Define the Problem, the Decision Alternatives, and the Research Objectives 4.2.2 Step 2: Develop the Research Plan Marketing Memo: Conducting Informative Focus Groups Marketing Memo: Questionnaire Do’s and Don’ts Marketing Insight: Getting into Consumers’ Heads With Qualitative Research Marketing Insight: Understanding Brain Science 4.2.3 Step 3: Collect the Information 4.2.4 Step 4: Analyze the Information 4.2.5 Step 5: Present the Findings 4.2.6 Step 6: Make the Decision 4.3 Marketing Research in Asia 4.4 Measuring Marketing Productivity 4.4.1 Marketing Metrics 4.4.2 Marketing-Mix Modeling 4.4.3 Marketing Dashboards Marketing Insight: Marketing Dashboards to Improve Effectiveness and Efficiency Summary Applications Marketing Lesson: Nestlé Malaysia: Lactogen 4 Marketing Lesson: Procter & Gamble Part 3 Connecting with Customers Chapter 5 Creating Customer Value, Satisfaction, and Loyalty 5.1 Building Customer Value, Satisfaction, and Loyalty 5.1.1 Customer Perceived Value 5.1.2 Total Customer Satisfaction 5.1.3 Monitoring Satisfaction 5.1.4 Product and Service Quality 5.2 Maximizing Customer Lifetime Value 5.2.1 Customer Profitability 5.2.2 Measuring Customer Lifetime Value 5.2.3 Attracting and Retaining Customers Marketing Memo: Calculating Customer Lifetime Value Marketing Insight: Seven Lessons from Samsung’s Note 7 Crisis 5.2.4 Building Loyalty 5.2.5 Win-Backs 5.3 Cultivating Customer Relationships 5.3.1 Customer Relationship Management (CRM) Marketing Insight: The Behavioral Targeting Controversy Summary Applications Marketing Lesson: Food Scandals In Taiwan: The Case of Tin Hsin International Group Marketing Lesson: Tesco Chapter 6 Analyzing Consumer Markets 6.1 What Influences Consumer Behavior? 6.1.1 Cultural Factors 6.1.2 Social Factors Marketing Insight: Face-Saving and the Chinese Consumer 6.1.3 Personal Factors 6.2 Key Psychological Processes 6.2.1 Motivation: Freud, Maslow, Herzberg 6.2.2 Perception Marketing Memo: The Power of Sensory Marketing 6.2.3 Learning 6.2.4 Emotions 6.2.5 Memory 6.3 The Buying Decision Process: The Five-Stage Model 6.3.1 Problem Recognition 6.3.2 Information Search 6.3.3 Evaluation of Alternatives 6.3.4 Purchase Decisions 6.3.5 Postpurchase Behavior 6.3.6 Moderating Effects on Consumer Decision Making 6.4 Behavioral Decision Theory and Behavioral Economics 6.4.1 Decision Heuristics 6.4.2 Framing 6.4.3 Mental Accounting Summary Applications Marketing Lesson: Hello Kitty Marketing Lesson: Gold Misses Chapter 7 Analyzing Business Markets 7.1 What is Organizational Buying? 7.1.1 The Business Market versus the Consumer Market 7.1.2 Buying Situations 7.2 Participants in the Business Buying Process 7.2.1 The Buying Center 7.2.2 Buying Center Influences 7.2.3 Targeting Firms and Buying Centers 7.3 The Purchasing/Procurement Process 7.4 Stages in the Buying Process 7.4.1 Problem Recognition 7.4.2 General Need Description and Product Specification 7.4.3 Supplier Search Marketing Insight: The Asian B2B Environment 7.4.4 Proposal Solicitation 7.4.5 Supplier Selection Marketing Memo: Developing Compelling Customer Value Propositions 7.4.6 Order-Routine Specification 7.4.7 Performance Review 7.5 Developing Effective Business-to-Business Marketing Programs 7.5.1 Communication and Branding Activities 7.5.2 Systems Buying and Selling Marketing Memo: Spreading the Word With Customer Reference Programs 7.5.3 Role of Services 7.6 Managing Business-to-Business Customer Relationships Marketing Insight: Rules of Social and Business Etiquette 7.6.1 The Benefits of Vertical Coordination Marketing Insight: Establishing Corporate Trust, Credibility, and Reputation 7.6.2 Business Relationships: Risks and Opportunism 7.7 Relationship Marketing in the Keiretsu and Chaebol 7.8 Institutional and Government Markets Summary Applications Marketing Lesson: Tagit Marketing Lesson: Accenture Chapter 8 Identifying Market Segments and Targets 8.1 Bases for Segmenting Consumer Markets 8.1.1 Geographic Segmentation 8.1.2 Demographic Segmentation 8.1.3 Psychographic Segmentation 8.1.4 Behavioral Segmentation 8.2 Bases for Segmenting Business Markets 8.3 Market Targeting 8.3.1 Effective Segmentation Criteria 8.3.2 Evaluating and Selecting the Market Segments Marketing Insight: Segmentation Strategy for China Marketing Insight: Chasing the Long Tail Summary Applications Marketing Lesson: PT Heinz ABC Marketing Lesson: Fulla Dolls: The Alternative Barbie Part 4 Building Strong Brands Chapter 9 Creating Brand Equity 9.1 How Does Branding Work? 9.1.1 The Role of Brands 9.1.2 The Scope of Branding 9.2 Defining Brand Equity 9.2.1 Brand Equity Models 9.3 Building Brand Equity 9.3.1 Choosing Brand Elements Marketing Insight: Driving Deeper Brand Connection in China 9.3.2 Designing Holistic Marketing Activities 9.3.3 Brand Communities 9.3.4 Leveraging Secondary Association 9.4 Measuring Brand Equity Marketing Insight: The Brand Value Chain Marketing Insight: What is a Brand Worth? 9.5 Managing Brand Equity 9.5.1 Brand Reinforcement 9.5.2 Brand Revitalization 9.6 Devising a Branding Strategy 9.6.1 Branding Decisions 9.6.2 Brand Portfolios 9.6.3 Brand Extensions 9.7 Customer Equity Marketing Memo: 21st Century Branding Summary Applications Marketing Lesson: Malaysian Airlines Marketing Lesson: McDonald’s Chapter 10 Crafting the Brand Positioning 10.1 Developing and Communicating a Positioning Strategy 10.1.1 Understanding Positioning and Value Propositions 10.2 Determining a Competitive Frame of Reference 10.2.1 Identifying Competitors 10.2.2 Analyzing Competitors 10.2.3 Identifying Optimal Points-of-Parity and Points-of Difference 10.2.4 Choosing Specific POPs and PODs 10.3 Brand Mantras 10.3.1 Role of Brand Mantras 10.3.2 Designing a Brand Mantra 10.4 Establishing Brand Positioning 10.4.1 Communicating Category Membership Marketing Memo: Constructing a Brand Positioning Bull’s-eye 10.4.2 Communicating POPs and PODs 10.4.3 Monitoring Competition 10.5 Alternative Approaches to Positioning 10.5.1 Brand Narratives and Storytelling 10.5.2 Cultural Branding 10.6 Positioning and Branding a Small Business Summary Applications Marketing Lesson: Under Armour Marketing Lesson: Nike China Chapter 11 Competitive Dynamics 11.1 Competitive Strategies for Market Leaders Marketing Insight: Pokémon Go: A Game-Changer for Nintendo? 11.1.1 Expanding Total Market Demand 11.1.2 Protecting Market Share Marketing Insight: Sun Tzu Bing Fa: Modern Strategy Insights from Ancient China 11.1.3 Increasing Market Share 11.2 Other Competitive Strategies 11.2.1 Market-Challenger Strategies 11.2.2 Market-Follower Strategies Marketing Insight: Counteracting Counterfeiting 11.2.3 Market-Nicher Strategies Marketing Memo: Niche Specialist Roles 11.3 Product Life-Cycle Marketing Strategies 11.3.1 Product Life Cycles (PLC) 11.3.2 Style, Fashion, and Fad Life Cycles 11.3.3 Marketing Strategies: Introduction Stage and the Pioneer Advantage Marketing Insight: Understanding Double Jeopardy 11.3.4 Marketing Strategies: Growth Stage 11.3.5 Marketing Strategies: Maturity Stage 11.3.6 Marketing Strategies: Decline Stage 11.3.7 Evidence for the Product Life-Cycle Concept 11.3.8 Critique of the Product Life-Cycle Concept 11.3.9 Market Evolution 11.4 Marketing in a Slow-Growth Economy 11.4.1 Explore the Upside of Increasing Investment 11.4.2 Get Closer to Customers 11.4.3 Review Budget Allocations 11.4.4 Put Forth the Most Compelling Value Proposition 11.4.5 Fine-tune Brand and Product Offerings Summary Applications Marketing Lesson: Tata Salt (A) Marketing Lesson: Tata Salt (B) Part 5 Shaping the Market Offerings Chapter 12 Setting Product Strategy 12.1 Product Characteristics and Classifications 12.1.1 Product Levels: The Customer-Value Hierarchy 12.1.2 Product Classifications 12.2 Differentiation 12.2.1 Product Differentiation 12.2.2 Services Differentiation 12.3 Design 12.4 Luxury Products 12.4.1 Characterizing Luxury Brands 12.4.2 Growing Luxury Brands 12.4.3 Marketing Luxury Brands 12.5 Environmental Issues Marketing Memo: A Sip or A Gulp: Environmental Concerns in the Water Industry 12.6 Product and Brand Relationships 12.6.1 The Product Hierarchy 12.6.2 Product Systems and Mixes 12.6.3 Product-Line Analysis 12.6.4 Product-Line Length Marketing Insight: When Less Is More 12.6.5 Product-Mix Pricing Marketing Memo: Product-Bundle Pricing Considerations 12.6.6 Co-Branding and Ingredient Branding 12.7 Packaging, Labeling, and Warranties and Guarantees 12.7.1 Packaging 12.7.2 Labeling 12.7.3 Warranties and Guarantees Summary Applications Marketing Lesson: Nintendo Marketing Lesson: Toyota Chapter 13 Designing and Managing Services 13.1 The Nature of Services 13.1.1 Service Industries are Everywhere 13.1.2 Categories of Service Mix 13.1.3 Distinctive Characteristics of Services 13.2 The New Service Realities 13.2.1 A Shifting Customer Relationship Marketing Insight: The Japanese Philosophy of Service 13.3 Achieving Excellence in Services Marketing 13.3.1 Marketing Excellence 13.3.2 Technology and Service Delivery Marketing Insight: Tapping Technology for Service Excellence: Henn-na Hotel 13.3.3 Service in Asia 13.3.4 Best Practices of Top Service Companies Marketing Memo: Service Excellence: Five Pointers from SIA 13.3.5 Differentiating Services 13.4 Managing Service Quality Marketing Memo: Recommendations for Improving Service Quality 13.4.1 Managing Customer Expectations 13.4.2 Incorporating Self-Service Technologies (SSTs) 13.5 Managing Product-Support Services 13.5.1 Identifying and Satisfying Customer Needs 13.5.2 Post-Sale Service Strategy Summary Applications Marketing Lesson: Shangri-La Bosphorus Hotel Marketing Lesson: Singapore Airlines Chapter 14 Developing Pricing Strategies and Programs 14.1 Understanding Pricing 14.1.1 Pricing in a Digital World Marketing Insight: Giving It All Away 14.1.2 A Changing Pricing Environment 14.1.3 How Companies Price 14.1.4 Consumer Psychology and Pricing 14.2 Setting the Price 14.2.1 Step 1: Selecting the Pricing Objective Marketing Insight: Trading Up, Down, and Over 14.2.2 Step 2: Determining Demand 14.2.3 Step 3: Estimating Costs 14.2.4 Step 4: Analyzing Competitors’ Costs, Prices, and Offers 14.2.5 Step 5: Selecting a Pricing Method 14.2.6 Step 6: Selecting the Final Price Marketing Insight: Stealth Price Increases 14.3 Adapting the Price 14.3.1 Geographical Pricing (Cash, Countertrade, Barter) 14.3.2 Price Discounts and Allowances 14.3.3 Promotional Pricing 14.3.4 Differentiated Pricing 14.4 Initiating and Responding to Price Changes 14.4.1 Initiating Price Cuts 14.4.2 Initiating Price Increases 14.4.3 Responding to Competitors’ Price Changes Summary Applications Marketing Lesson: Siam Park City Marketing Lesson: eBay Part 6 Delivering Value Chapter 15 Designing and Managing Marketing Channels and Value Networks 15.1 Marketing Channels and Value Networks 15.1.1 The Importance of Channels 15.1.2 Multichannel Marketing 15.1.3 Integrating Multichannel Marketing Systems 15.1.4 Value Networks 15.1.5 The Digital Channels Revolution 15.2 The Role of Marketing Channels 15.2.1 Channel Functions and Flows 15.2.2 Channel Levels 15.2.3 Service Sector Channels 15.3 Channel-Design Decisions 15.3.1 Analyzing Customer Needs and Wants Marketing Insight: Understanding the Showrooming Phenomena 15.3.2 Establishing Objectives and Constraints 15.3.3 Identifying Major Channel Alternatives 15.3.4 Evaluating the Major Alternatives 15.4 Channel-Management Decisions 15.4.1 Selecting Channel Members 15.4.2 Training and Motivating Channel Members 15.4.3 Evaluating Channel Members 15.4.4 Modifying Channel Design and Arrangements 15.4.5 Global Channel Considerations 15.5 Channel Integration and Systems 15.5.1 Vertical Marketing Systems 15.5.2 Horizontal Marketing Systems 15.6 E-Commerce Marketing Practices 15.6.1 Pure-Click Companies 15.6.2 Brick-and-Click Companies 15.7 M-Commerce Marketing Practices 15.7.1 Changes in Customer and Company Behavior 15.7.2 Marketing Practices Marketing Memo: Lessons from South Korea’s Mobile- Retailers 15.8 Conflict, Cooperation, and Competition 15.8.1 Types of Conflict and Competition 15.8.2 Causes of Channel Conflict 15.8.3 Managing Channel Conflict 15.8.4 Dilution and Cannibalization 15.8.5 Legal and Ethical Issues in Channel Relations Summary Applications Marketing Lesson: 7-E leven Marketing Lesson: Taobao Chapter 16 Managing Retailing, Wholesaling, and Logistics 16.1 Retailing 16.1.1 Types of Retailers Marketing Insight: Enhancing Online Shopping in Asia 16.1.2 The Modern Retail Marketing Environment Marketing Insight: Franchise Fever in Asia 16.1.3 Marketing Decisions Marketing Insight: The Growth of Shopper Marketing Marketing Memo: Helping Stores to Sell Marketing Insight: Feng Shui and Its Application to Retailing and Marketing in the Far East 16.2 Private Labels 16.2.1 Role of Private Labels 16.2.2 Private Label Success Factors Marketing Insight: Manufacturer’s Response to the Private Label Threat 16.3 Wholesaling 16.3.1 Trends in Wholesaling 16.4 Market Logistics 16.4.1 Integrated Logistics Systems 16.4.2 Market-logistics Objectives 16.4.3 Market-logistics Decisions Summary Applications Marketing Lesson: Shanghai Tang Marketing Lesson: Amazon.com Part 7 Communicating Value Chapter 17 Designing and Managing Integrated Marketing Communications 17.1 The Role of Marketing Communications 17.1.1 The Changing Marketing Communications Environment 17.1.2 Marketing Communications and Brand Equity 17.1.3 The Communications Process Models 17.2 Developing Effective Communications 17.2.1 Identify the Target Audience 17.2.2 Set the Communications Objectives 17.2.3 Design the Communications Marketing Insight: Celebrity Endorsements as a Message Strategy Marketing Insight: Collectivism, Consensus Appeals, and Credibility 17.2.4 Select the Communications Channels 17.2.5 Establish the Total Marketing Communications Budget 17.3 Selecting the Marketing Communications Mix Marketing Insight: Marketing Communications and the Chinese Consumer 17.3.1 Characteristics of the Marketing Communications Mix 17.3.2 Factors in Setting the Marketing Communications Mix 17.3.3 Measuring Communication Results 17.4 Managing the Integrated Marketing Communications Process 17.4.1 Coordinating Media 17.4.2 Implementing IMC Marketing Insight: How Integrated Is Your IMC Program? Summary Applications Marketing Lesson: Red Bull Marketing Lesson: Target Chapter 18 Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations 18.1 Developing and Managing an Advertising Program 18.1.1 Setting the Advertising Objectives 18.1.2 Deciding on the Advertising Budget 18.1.3 Developing the Advertising Campaign Marketing Insight: Safi Rania Gold Marketing Insight: Advertising Guidelines for Modern Asia Marketing Memo: Print Ad Evaluation Criteria 18.2 Choosing Media 18.2.1 Reach, Frequency, and Impact 18.2.2 Choosing Among Major Media Types 18.2.3 Place Advertising Options Marketing Insight: Playing Games with Brands 18.2.4 Evaluating Advertising Effectiveness 18.3 Sales Promotion Marketing Insight: Alibaba’s Singles’ Day Phenomenon Sets Sights on Going Global 18.3.1 Concerns with Promotion 18.3.2 Major Decisions 18.4 Events and Experiences Marketing Insight: Brands and Sport Sponsorship 18.4.1 Events Objectives 18.4.2 Major Sponsorship Decisions Marketing Memo: Measuring High Performance Sponsorship Programs 18.4.3 Creating Experiences 18.5 Public Relations 18.5.1 Marketing Public Relations 18.5.2 Major Decisions in Marketing PR Summary Applications Marketing Lesson: Gillette (A) Marketing Lesson: Gillette (B) Chapter 19 Managing Digital Communications: Online, Social Media, and Mobile 19.1 Online Marketing 19.1.1 Advantages and Disadvantages of Online Marketing Communications Marketing Insight: Asia’s Technologically Savvy Shoppers 19.1.2 Online Marketing Communication Options Marketing Memo: How to Maximize the Marketing Value of Emails 19.2 Social Media 19.2.1 Social Media Platforms 19.2.2 Using Social Media 19.3 Word of Mouth 19.3.1 Forms of Word of Mouth 19.3.2 Creating Word-of-Mouth Buzz Marketing Memo: How To Start A Buzz Fire 19.3.3 Measuring the Effects of Word of Mouth Marketing Insight: Tracking Online Buzz 19.4 Mobile Marketing 19.4.1 The Scope of Mobile Marketing 19.4.2 Developing Effective Mobile Marketing Programs 19.4.3 Mobile Marketing Across Markets Summary Applications Marketing Lesson: Facebook Marketing Lesson: Unilever (Axe and Dove) Chapter 20 Managing Personal Communications: Direct and Database Marketing and Personal Selling 20.1 Direct Marketing 20.1.1 The Benefits of Direct Marketing 20.1.2 Direct Mail 20.1.3 Catalog Marketing 20.1.4 Telemarketing 20.1.5 Public and Ethical Issues in Direct Marketing 20.2 Customer Databases and Database Marketing 20.2.1 Customer Databases 20.2.2 Data Warehouses and Data Mining 20.2.3 The Downside of Database Marketing 20.3 Designing the Sales Force 20.3.1 Sales Force Objectives and Strategy 20.3.2 Sales Force Structure Marketing Insight: Major Account Management 20.3.3 Sales Force Size 20.3.4 Sales Force Compensation 20.4 Managing the Sales Force 20.4.1 Recruiting and Selecting Representatives 20.4.2 Training and Supervising Sales Representatives 20.4.3 Sales Rep Productivity 20.4.4 Motivating Sales Representatives 20.4.5 Evaluating Sales Representatives 20.5 Principles of Personal Selling 20.5.1 The Six Steps 20.5.2 Negotiation 20.5.3 Relationship Marketing Marketing Insight: Culture and Relationship Marketing Summary Applications Marketing Lesson: Progressive Marketing Lesson: Victoria’s Secret Part 8 Creating Successful Long-Term Growth Chapter 21 Introducing New Market Offerings 21.1 New-Product Options 21.1.1 Make or Buy 21.1.2 Types of New Products 21.2 Challenges in New-Product Development 21.2.1 The Innovation Imperative Marketing Insight: Lessons from Google in Creating an Innovative Culture 21.2.2 New-Product Success 21.2.3 New-Product Failure 21.2.4 Asian Perspective of New-Product Development 21.3 Organizational Arrangements 21.3.1 Budgeting for New-Product Development 21.3.2 Organizing New-Product Development 21.4 Managing the Development Process: Ideas 21.4.1 Generating Ideas Marketing Memo: Ten Ways to Great New-Product Ideas Marketing Insight: New-Idea Generation in Japanese Companies Marketing Insight: P&G’s New Connect + Develop Approach to Innovation Marketing Memo: Seven Ways to Draw New Ideas from Your Customers Marketing Memo: How to Run a Successful Brainstorming Session 21.5 Managing the Development Process: Concept to Strategy 21.5.1 Concept Development and Testing 21.5.2 Marketing Strategy Development 21.5.3 Business Analysis 21.6 Managing the Development Process: Development to Commercialization 21.6.1 Product Development 21.6.2 Market Testing 21.6.3 Commercialization 21.7 The Consumer-Adoption Process 21.7.1 Stages in the Adoption Process 21.7.2 Factors Influencing the Adoption Process Summary Applications Marketing Lesson: Apple Marketing Lesson: Tiger Balm Chapter 22 Tapping into Global Markets 22.1 Competing on a Global Basis 22.2 Deciding Whether to Go Abroad 22.3 Deciding Which Markets to Enter 22.3.1 How Many Markets to Enter 22.3.2 Evaluating Potential Markets 22.3.3 Succeeding in Developing Markets Marketing Insight: Heinz’s Four A’s for Emerging Market Expansion Marketing Insight: How Chinese Brands can Gain Global Acceptance 22.4 Deciding How to Enter the Market 22.4.1 Indirect and Direct Export 22.4.2 Licensing 22.4.3 Joint Ventures Marketing Insight: Guanxi and Its Application to Marketing in Greater China 22.4.4 Direct Investment 22.5 Deciding on the Marketing Program 22.5.1 Global Similarities and Differences 22.5.2 Marketing Adaptation Marketing Memo: The Ten Commandments Of Global Branding 22.5.3 Global Product Strategies 22.5.4 Global Communication Strategies 22.5.5 Global Pricing Strategies 22.5.6 Global Distribution Strategies 22.6 Country-of-Origin Effects 22.6.1 Building Country Images 22.6.2 Consumer Perceptions of Country of Origin Summary Applications Marketing Lesson: L’Oréal Marketing Lesson: Volkswagen Chapter 23 Managing a Holistic Marketing Organization 23.1 Trends in Marketing Practices 23.2 Internal Marketing 23.2.1 Organizing the Marketing Department Marketing Memo: Characteristics of Customer-Driven Company Departments 23.2.2 Relations with Other Departments 23.2.3 Building a Creative Marketing Organization 23.3 Socially Responsible Marketing Marketing Insight: The Marketing CEO 23.3.1 Corporate Social Responsibility 23.3.2 Socially Responsible Business Models Marketing Insight: Confucius and Marketing in East Asia 23.3.3 Cause-Related Marketing Marketing Memo: Making a Difference: Top 10 Tips for Cause Branding 23.3.4 Social Marketing 23.4 Marketing Implementation and Control 23.4.1 Marketing Implementation 23.4.2 Marketing Control 23.5 The Future of Marketing Marketing Memo: Major Marketing Weaknesses Summary Applications Marketing Lesson: Unilever Platinum Stores Marketing Lesson: Timberland Appendix: Tools for Marketing Control Appendix Endnotes Glossary Image Credits Name Index Company, Brand, and Organization Index Subject Index Back Cover