科特勒13th营销管理.pdf-资料库

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---l---r__T __J,-__ Preface xxix PART 1 Chapter 1 Chapter 2 AR 2 Chapter 3 Chapter 4 ART Chapter 5 Chapter 6 Chapter 7 Chapter 8 PART 4 Chapter 9 Chapter 10 Chapter 11 PART 5 Chapter 12 Chapter 13 Chapter 14 PART 6 Chapter 15 Chapter 16 PA T7 Chapter 17 Chapter 18 Chapter 19 Understanding Marketing Management Defining Marketing for the 21 st Century 3 Developing Marketing Strategies and Plans 33 2 Capturing Marketing Insights 64 Gathering Information and Scanning the Environment 65 Conducting Marketing Research and Forecasting Demand 89 Connecting with Customers 118 Creating Customer Value, Satisfaction, and Loyalty 119 Analyzing Consumer Markets 149 Analyzing Business Markets 181 Identifying Market Segments and Targets 207 Building Strong Brands 234 Creating Brand Equity 235 Crafting the Brand Positioning 267 Dealing with Competition 293 Shaping the Market Offerings 316 Setting Product Strategy 317 Designing and Managing Services 345 Developing Pricing Strategies and Programs 375 Delivering Value 408 Designing and Managing Integrated Marketing 409 Managing Retailing, Wholesaling, and Logistics 441' Communicating Value 468 Designing and Managing Integrated Marketing Communications 469 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations 497 Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling 531 PARTS Chapter 20 Chapter 21 Chapter 22 Creating Successful Long-Term Growth 564 Introducing New Market Offerings 565 Tapping into Global Markets 597 Managing a Holistic Marketing Organization 625 Appendix A1 Endnotes E1 Glossary G1 Image Credits C1 Name Index 11 Company, Brand, and Organization Index 13 Subject Index 110 vii

Preface xxix PART 1 Understanding Marketing Management 2 Chapter 1 Defining Marketing for the 21st Century 3 The Importance of Marketing 4 The Scope of Marketing 5 What Is Marketing? 5 What Is Marketed? 6 Who Markets? 7 Marketing in Practice 10 Core Marketing Concepts 12 Needs, Wants, and Demands 12 Target Markets, Positioning, and Segmentation 13 Offerings and Brands 13 Value and Satisfaction 13 Marketing Channels 14 Supply Chain 14 Competition 14 Marketing Environment 14 The New Marketing Realities 15 Major Societal Forces 15 New Consumer Capabilities 16 New Company Capabilities 17 Company Orientation toward the Marketplace 18 The Production Concept 18 The Product Concept 18 The Selling Concept 19 The Marketing Concept 19 The Holistic Marketing Concept 19 MARKETING MEMO Marketing Right and Wrong 20 Relationship Marketing 20 BREAKTHROUGH MARKETING Nike 21 Integrated Marketing 22 Internal Marketing 24 Performance Marketing 26 Marketing Management Tasks 28 Developing Marketing Strategies and Plans 28 Capturing Marketing Insights 28 MARKETING MEMO Marketers' Frequently Asked Questions 29 Connecting with Customers 29 Building Strong Brands 29 ix

E Shaping the Market Offerings 29 Delivering Value 29 Communicating Value 30 Creating Long-Term Growth 30 Summary 30 Applications 31 Chapter 2 Developing Marketing Strategies and Plans 33 Marketing and Customer Value 34 The Value Delivery Process 34 The Value Chain 35 Core Competencies 36 A Holistic Marketing Orientation and Customer Value 38 The Central Role of Strategic Planning 39 BREAKTHROUGH MARKETING Intel 40 Corporate and Division Strategic Planning 41 Defining the Corporate Mission 41 Establishing Strategic Business Units 43 Assigning Resources to Each SBU25 44 Assessing Growth Opportunities 44 Organization and Organizational Culture 47 Marketing Innovation 47 Business Unit Strategic Planning 48 The Business Mission 48 SWOT Analysis 48 MARKETING INSIGHT Creating Innovative Marketing 49 Goal Formulation 52 MARKETI MEMO Checklist for Performing StrengthslWeaknesses Analysis 53 Strategic Formulation 53 Program Formulation and tmplementation 55 MARKETING INSIGHT Marketing's Contribution to Shareholder Value 56 Feedback and Control 56 Product Planning: The Nature and Contents of a Marketing Plan 56 MARKETING MEMO Marketing Plan Criteria 57 Summary 63 Applications 63 ;.

PART 2 Capturing Marketing Insights 64 Chapter 3 Gathering Information and Scanning the Environment 65 Components of a Modern Marketing Information System 66 Internal Records and Marketing Intelligence 67 The Order-to-Payment Cycle 67 Sales Information Systems 68 Databases, Data Warehousing, and Data Mining 68 The Markehng Intelligence System 69 MARKETING INSIGHT The Big Dig 70 MARKETING MEMO Clicking on the Competition 72 Analyzing the Macroenvironment 72 Needs and Trends 72 MARKET NG MEMO Trends Shaping the Business Landscape 73 Identifying the Major Forces 74 BREAKTHROUGH MARKETING Google 75 The Demographic Environment 75 Worldwide Population Growth 75 Population Age Mix 76 MARKETING INSIGHT Friends for Life 76 Ethnic and Other Markets 77 Educational Groups 78 Household Patterns 78 Geographical Shifts in Population 78 Other Major Macroenvironments 79 Economic Environment 79 Social-Cultural Environment 80 Natural Environment 82 MARKETING INSIGHT Green Marketing 83 Technological Environment 84 Political-Legal Environment 86 Summary 87 Applications 87 Chapter 4 Conducting Marketing Research and Forecasting Demand 89 The Marketing Research System 90 The Marketing Research Process 9~ Step 1: Define the Problem, the Decision Alternatives, and the Research Objectives 91 Step 2: Develop the Research Plan 92 xi

MARKETING INSIGHT Conducting Informative Focus Groups 95 MARKETING MEMO Questionnaire Dos and Don'ts 96 MARKETING INSIGHT Getting into Consumers' Heads with Qualitative Research 98 MARKETING INSIGHT Understanding Brain Science 99 Step 3: Collect the Information 101 MARKETING MEMO Pros and Cons of Online Research 102 Step 4: Analyze the Information 102 Step 5: Present the Findings 103 Step 6: Make the Decision 103 Overcoming Barriers to the Use of Marketing Research 103 BREAKTHROUGH MARKETING IDEO 105 Measuring Marketing Productivity 106 Marketing Metrics 106 Marketing-Mix Modeling 106 Marketing Dashboards 107 MARKETING INSIGHT Marketing Dashboards to Improve Effectiveness and Efficiency 108 Forecasting and Demand Measurement 109 The Measures of Market Demand 110 A Vocabulary for Demand Measurement 111 Estimating Current Demand 113 Estimating Future Demand 115 Summary 117 Applications 117 PART 3 Connecting with Customers 118 Chapter 5 Creating Customer Value, Satisfaction, and Loyalty 119 Building Customer Value, Satisfaction, and loyalty 120 Customer Perceived Value 121 Total Customer Satisfaction 124 Monitoring Satisfaction 125 MARKETING INSIGHT Net Promoter and Customer Satisfaction 127 Product and Service Quality 129 xli

Maximizing Customer Lifetime Value 130 Customer Profitability 130 Measuring Customer Lifetime Value 132 ARKETI G MEMO Calculating Customer Lifetime Value 132 Cultivating Customer Relationships 133 Customer Relationship Management 133 MARKETING INSIGHT Company Response to Customer Empowerment 134 Attracting and Retaining Customers 136 Building Loyalty 138 MA KETI G MEMO Creating Customer Evangelists 139 Win-Backs 142 Customer Databases and Database Marketing 142 Customer Databases 143 Data Warehouses and Datamining 143 BREAKTHROUGH MARKETING Tesco 144 The Downside of Database Marketing and CRM 145 Summary 147 Applications 147 Chapter 6 Analyzing Consumer Markets 149 What Influences Consumer Behavior? 150 Cultura! Factors 150 MARKETING INSIGHT The Future of American Hyperconsumption 152 MARKETING INSIGHT Marketing to Cultural Market Segments 153 Social Factors 154 Personal Factors 156 MARKETING MEMO The Average U.s. Consumer Quiz 157 Key Psychological Processes 160 BREAKTHROUGH MARKETING Ikea 161 Motivation: Freud, Maslow, Herzberg 161 Perception 163 Learning 164 Memory 165 The Buying Decision Process: The Five-Stage Model 167 Problem Reco9nition 168 Information Search 168 xlii

Evaluation of Alternatives 169 Purchase Decision 172 Postpurchase Behavior 173 Other Theories of Consumer Decision Making 174 Level of Consumer Involvement 174 Decision Heuristics and Biases 175 MARKETING INSIGHT How Consumers Really Make Decisions 176 MARKETING MEMO Decision Traps 177 Mental Accounting 177 Profiling the Customer Buying-Decision Process 178 Summary 178 Applications 179 Chapter 7 Analyzing Business Markets 181 What Is Organizational Buying? 182 The Business Market versus the Consumer Market 182 MARKETING INSIGHT Big Sales to Small Business 184 Buying Situations 185 Systems Buying and Selling 186 MARKETING MEMO Maximizing Customer References 187 Participants in the Business Buying Process 188 The Buying Center 188 Buying Center Influences 188 Buying Center Targeting 190 The Purchasing/Procurement Process 191 Purchasing Department Perceptions 191 Purchasing Organization and Administration 192 Stages in the Buying 'Process 192 Problem Recognition 193 General Need Description and Product Specification 193 Supplier Search 193 Proposal Solicitation 194 Supplier Selection 194 MARKETING MEMO Developing Compelling Customer Value Propositions 196 Order-Routine Specification 197 Performance Review 198 Managing Business-to-Business Customer Relationships 198 The Benefits of Vertical Coordination 198 BREAKTHROUGH MARKETING General Electric 199

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