Preface XV
Part 1: Defining Marketing and the Marketing Process 1
Chapter 1 Marketing: Creating Customer Value and engagement 1
What Is Marketing? 3
Marketing Defined 4 | The Marketing Process 4 Understanding the Marketplace and Customer Needs 5
Customer Needs， Wants， and Demands 5 | Market Offerings—Products， Services， and Experiences 6 | Customer Value and Satisfaction 6 | Exchanges and Relationships 8 | Markets 8
Designing a Customer Value–Driven Marketing Strategy
and Plan 9
Customer Value–Driven Marketing Strategy 9 | Preparing an Integrated Marketing Plan and Program 13
Managing Customer Relationships and Capturing Customer
Value 13
Engaging Customers and Managing Customer Relationships 13 | Capturing Value from Customers 19
The Changing Marketing Landscape 21
The Digital Age: Online， Mobile， and Social Media Marketing 21 | The Changing Economic Environment 25 | The Growth of Not-for-Profit Marketing 26 | Rapid
Globalization 27 | Sustainable Marketing—The Call for More Environmental and Social Responsibility 28 | So， What Is Marketing? Pulling It All Together 28
REVIEWING AND ExTENDING THE CONCEPTS 30 | OBjECTIVES REVIEW AND KEY TERMS 30 | Objectives
Review 30 | Key Terms 31 | DISCuSSION AND CRITICAL THINKING 32 | Discussion Questions 32 | Critical Thinking Exercises 32 | APPLICATIONS AND CASES 32 | Online， Mobile， and Social Media Marketing: The ALS Ice
Bucket Challenge 32 | Marketing Ethics: Exaggeration and High Pressure 33 | Marketing by the Numbers: Be on the
First Page 58 | Video Case: Eskimo joe’s 33 | Company Case: Argos: Creating Customer Value amid Change and
Turbulence 34
Chapter 2 Company and Marketing Strategy: partnering to Build Customer engagement， Value， and relationships 36
Company-Wide Strategic Planning: Defining Marketing’s Role 38 Defining a Market-Oriented Mission 38 | Setting Company Objectives and Goals 40
Designing the Business Portfolio 40
Analyzing the Current Business Portfolio 41 | The Boston Consulting Group Approach 41 | Developing Strategies for Growth and Downsizing 44
Planning Marketing: Partnering to Build Customer
Relationships 46
Partnering with Other Company Departments 46 | Partnering with Others in the Marketing System 47
Marketing Strategy and the Marketing Mix 48
Customer Value–Driven Marketing Strategy 48 | Developing an Integrated Marketing Mix 51
Managing the Marketing Effort and Marketing Return on
Investment 53
Managing the Marketing Effort 53 | Measuring and Managing Marketing Return on Investment 57
REVIEWING AND ExTENDING THE CONCEPTS 58 | OBjECTIVES
REVIEW AND KEY TERMS 58 | Objectives Review 58 | Key
Terms 59 | DISCuSSION AND CRITICAL THINKING 60 | Discussion Questions 60 | Critical Thinking Exercises 60 | APPLICATIONS AND CASES 60 | Online， Mobile， and Social Media Marketing: Google’s (Alphabet’s) Mission 60 | Marketing Ethics: Predicting the
Future 61 | Marketing by the Numbers: Apple vs. Microsoft 61 | Video Case: Konica 61 | Company Case: Facebook: Making the World More Open and Connected 62
Part 2: Understanding the Marketplace and Consumer Value 64
Chapter 3 analyzing the Marketing environment 64
The Microenvironment and Macroenvironment 66
The Microenvironment 66 | The Macroenvironment 70
The Demographic and Economic Environments 70
The Demographic Environment 70 | The Economic Environment 77
The Natural and Technological Environments 78
The Natural Environment 78 | The Technological Environment 80
ix
x Contents
The Political–Social and Cultural Environments 82 The Political and Social Environment 82 | The Cultural Environment 85
Responding to the Marketing Environment 88
REVIEWING AND ExTENDING THE CONCEPTS 91 | OBjECTIVES
REVIEW AND KEY TERMS 91 | Objectives Review 91 | Key Terms 91 | DISCuSSION AND CRITICAL THINKING 92 |
Discussion Questions 92 | Critical Thinking Exercises 92 | APPLICATIONS AND CASES 92 | Online， Mobile， and Social Media Marketing: Sharing Economy 92 | Marketing Ethics: Your Insurance Renewal Notice Could Be a Trap 92 | Marketing by the Numbers: Demographic Trends 119 | Video Case: Burger King 93 | Company Case: Fitbit: Riding the Fitness Wave to Glory 93
Chapter 4 Managing Marketing Information to Gain Customer Insights 96
Marketing Information and Customer Insights 98
Marketing Information and Today’s “Big Data” 99 | Managing Marketing Information 99
Assessing Information Needs and Developing Data 100
Assessing Marketing Information Needs 100 | Developing Marketing Information 100
Marketing Research 104
Defining the Problem and Research Objectives 104 | Developing the Research Plan 105 | Gathering Secondary Data 106 | Primary Data Collection 107 | Implementing the Research
Plan 114 | Interpreting and Reporting the Findings 114
Analyzing and Using Marketing Information 114
Customer Relationship Management (CRM) 115 | Big
Data and Marketing Analytics 115 | Distributing and using Marketing Information 118
Other Marketing Information Considerations 118
Marketing Research in Small Businesses and Nonprofit Organizations 119 | International Marketing Research 119 | Public Policy and Ethics in Marketing Research 121
REVIEWING AND ExTENDING THE CONCEPTS 123 | OBjECTIVES REVIEW AND KEY TERMS 123 | Objectives
Review 123 | Key Terms 124 | DISCuSSION AND CRITICAL THINKING 124 | Discussion Questions 124 | Critical Thinking Exercises 125 | APPLICATIONS AND CASES 125 | Online， Mobile， and Social Media Marketing: Online Snooping 125 | Marketing Ethics: Metadata 125 | Marketing by the Numbers: What’s
Your Sample? 125 | Video Case: Nielsen 126 | Company Case: Campbell Soup Company: Watching What You Eat 126
Chapter 5 Consumer Markets and Buyer Behavior 129
Model of Consumer Behavior 131
Characteristics Affecting Consumer Behavior 132 Cultural Factors 132 | Social Factors 135 | Personal Factors 140 | Psychological Factors 142
Buying Decision Behavior and the Buyer Decision Process 147
Types of Buying Decision Behavior 147 | The Buyer Decision Process 148
The Buyer Decision Process for New Products 151
Stages in the Adoption Process 151 | Individual Differences in Innovativeness 152 | Influence of Product Characteristics on Rate of Adoption 152
REVIEWING AND ExTENDING THE CONCEPTS 153 | OBjECTIVES REVIEW AND KEY TERMS 153 | Objectives
Review 153 | Key Terms 154 | DISCuSSION AND CRITICAL THINKING 155 | Discussion Questions 155 | Critical Thinking Exercises 155 | APPLICATIONS AND CASES 155 |
Online， Mobile， and Social Media Marketing: Blogvertorials 155 | Marketing Ethics: Make Yourself Feel Good 156 | Marketing
by the Numbers: Evaluating Alternatives 156 | Video Case: IMG Worldwide 156 | Company Case: GoldieBlox: Swimming upstream against Consumer Perceptions 157
Chapter 6 Business Markets and Business Buyer Behavior 159
Business Markets 161
Market Structure and Demand 162 | Nature of the Buying unit 162 | Types of Decisions and the Decision
Process 162
Business Buyer Behavior 163
Major Types of Buying Situations 164 | Participants in the Business Buying Process 165 | Major Influences on Business Buyers 165
The Business Buyer Decision Process 168
Problem Recognition 168 | General Need Description 169 | Product Specification 169 | Supplier Search 169 | Proposal Solicitation 169 | Supplier Selection 170 | Order-Routine Specification 170 | Performance Review 170
Engaging Business Buyers with Digital and Social
Marketing 170
E-procurement and Online Purchasing 170 | Business- to-Business Digital and Social Media Marketing 171
Institutional and Government Markets 172
Institutional Markets 172 | Government Markets 174
REVIEWING AND ExTENDING THE CONCEPTS 176 | OBjECTIVES REVIEW AND KEY TERMS 176 | Objectives
Review 176 | Key Terms 177 | DISCuSSION AND CRITICAL THINKING 177 | Discussion Questions 177 | Critical Thinking Exercises 178 | APPLICATIONS AND CASES 178 | Online， Mobile， and Social Media Marketing: E-procurement and Mobile Procurement 178 | Marketing Ethics: Innocent: Proven Guilty? 178 | Marketing by the Numbers: NAICS 179 | Video Case: Eaton 206 | Company Case: Procter & Gamble: Treating Business Customers as Strategic Partners 179
Contents xi
Part 3: Designing a Customer Value–Driven Strategy and Mix 182
Chapter 7 Customer Value–Driven Marketing Strategy: Creating Value for target Customers 182
Marketing Strategy 184
Market Segmentation 185
Segmenting Consumer Markets 185 | Segmenting Business Markets 191 | Segmenting International Markets 192 | Requirements for Effective Segmentation 193
Market Targeting 193
Evaluating Market Segments 193 | Selecting Target Market Segments 194
Differentiation and Positioning 200
Positioning Maps 201 | Choosing a Differentiation and Positioning Strategy 202 | Communicating and Delivering the Chosen Position 207
REVIEWING AND ExTENDING THE CONCEPTS 208 | OBjECTIVES REVIEW AND KEY TERMS 208 | Objectives
Review 208 | Key Terms 209 | DISCuSSION AND CRITICAL THINKING 209 | Discussion Questions 209 | Critical Thinking Exercises 210 | APPLICATIONS AND CASES 210 | Online， Mobile， and Social Media Marketing: Get Your Groupon 210 | Marketing Ethics: Targeting Teens 210 | Marketing by the Numbers: uSAA 210 | Video Case: Sprout 211 | Company Case: Virgin America: Flight Service for the Tech Savvy 211
Chapter 8 products， Services， and Brands: Building
Customer Value
Video Case: Plymouth Rock Assurance 247 | Company Case: Airbnb: Making Hospitality Authentic 247
Chapter 9 Developing New products and Managing the product Life Cycle 250
New Product Development Strategy 252 The New Product Development Process 253
Idea Generation 253 | Idea Screening 255 | Concept Development and Testing 255 | Marketing Strategy Development 256 | Business Analysis 257 |
Product Development 258 | Test Marketing 258 | Commercialization 259 | Managing New Product Development 259
Product Life-Cycle Strategies 261
Introduction Stage 266 | Growth Stage 266 | Maturity Stage 267 | Decline Stage 268
Additional Product and Service Considerations 269
Product Decisions and Social Responsibility 269 | International Product and Services Marketing 270
REVIEWING AND ExTENDING THE CONCEPTS 271 | OBjECTIVES REVIEW AND KEY TERMS 271 | Objectives
Review 271 | Key Terms 272 | DISCuSSION AND CRITICAL THINKING 272 | Discussion Questions 272 | Critical Thinking Exercises 273 | APPLICATIONS AND CASES 273 | Online， Mobile， and Social Media Marketing: Telemedicine 273 | Marketing Ethics: The Sustainable Tourist? 273 | Marketing by the Numbers: Dental House Calls 274 | Video Case: Day2Night Convertible Heels 274 | Company Case: Bose: Better Products
through Research 274
214
What Is a Product? 216
Products， Services， and Experiences 216 | Levels of Product and Services 217 | Product and Service Classifications 218
Product and Service Decisions 221
Individual Product and Service Decisions 221 | Product Line Decisions 228 | Product Mix Decisions 228
Services Marketing 230
The Nature and Characteristics of a Service 230 | Marketing Strategies for Service Firms 231 | The Service Profit Chain 231
Branding Strategy: Building Strong Brands 236
Brand Equity and Brand Value 236 | Building Strong Brands 237 | Managing Brands 244
REVIEWING AND ExTENDING THE CONCEPTS 244 | OBjECTIVES REVIEW AND KEY TERMS 244 | Objectives
Review 244 | Key Terms 245 | DISCuSSION AND CRITICAL THINKING 246 | Discussion Questions 246 | Critical Thinking Exercises 246 | APPLICATIONS AND CASES 246 | Online， Mobile， and Social Media Marketing: Feeding Pets from Your Smartphone 246 | Marketing Ethics: Cutthroat Prices 246 | Marketing by the Numbers: Pop-Tarts Gone Nutty! 247 |
Chapter 10 pricing: Understanding and Capturing Customer Value 277
What Is a Price? 279
Major Pricing Strategies 280
Customer Value–Based Pricing 280 | Cost-Based Pricing 284 | Competition-Based Pricing 288
Other Internal and External Considerations Affecting Price
Decisions 288
Overall Marketing Strategy， Objectives， and Mix 289 | Organizational Considerations 292 | The Market and Demand 292 | The Economy 294 | Other External Factors 294
REVIEWING AND ExTENDING THE CONCEPTS 295 | OBjECTIVES REVIEW AND KEY TERMS 295 | Objectives
Review 295 | Key Terms 296 | DISCuSSION AND CRITICAL THINKING 296 | Discussion Questions 296 | Critical Thinking Exercises 296 | APPLICATIONS AND CASES 296 | Online， Mobile， and Social Media Marketing: Sold Out 296 |
xii Contents
Marketing Ethics: The Cost of a Life 297 | Marketing by the Numbers: Pricey Sheets 297 | Video Case: Fast-Food Discount Wars 298 | Company Case: MSC
Cruises: From One Second-Hand Ship to a Major World Player 298
Chapter 11 pricing Strategies: additional Considerations 301
New Product Pricing Strategies 303
Market-Skimming Pricing 303 | Market-Penetration Pricing 304
Product Mix Pricing Strategies 304
Product Line Pricing 305 | Optional-Product Pricing 305 | Captive-Product Pricing 305 | By-Product Pricing 306 | Product Bundle Pricing 306
Price Adjustment Strategies 306
Discount and Allowance Pricing 306 | Segmented Pricing 307 | Psychological Pricing 308 | Promotional Pricing 309 | Geographical Pricing 310 | Dynamic and Online Pricing 311 | International Pricing 313
Price Changes 315
Initiating Price Changes 315 | Responding to Price Changes 316
Public Policy and Pricing 317
Pricing within Channel Levels 320 | Pricing across Channel Levels 320
REVIEWING AND ExTENDING THE CONCEPTS 321 | OBjECTIVES REVIEW AND KEY TERMS 321 | Objectives
Review 321 | Key Terms 322 | DISCuSSION AND CRITICAL THINKING 322 | Discussion Questions 322 | Critical Thinking Exercises 323 | APPLICATIONS AND CASES 323 | Online， Mobile， and Social Media Marketing: Krazy Coupon Lady 323 | Marketing Ethics: Less Bang for Your Buck 323 | Marketing by the Numbers: Louis Vuitton Price Increase 323 | Video Case: Hammerpress 324 | Company Case: Lululemon: Indulging Customers at a Premium Price 324
Chapter 12 Marketing Channels: Delivering Customer Value 326
Supply Chains and the Value Delivery Network 328
The Nature and Importance of Marketing Channels 329
Channel Behavior and Organization 332
Channel Behavior 362 | Vertical Marketing Systems 333 | Horizontal Marketing Systems 335 | Multichannel Distribution Systems 365 | Changing Channel Organization 336
Channel Design Decisions 338
Analyzing Consumer Needs 339 | Setting Channel Objectives 339 | Identifying Major Alternatives 340 |
Evaluating the Major Alternatives 341 | Designing International Distribution Channels 341
Channel Management Decisions 342
Selecting Channel Members 342 | Managing and Motivating Channel Members 343 | Evaluating Channel Members 345 | Public Policy and Distribution
Decisions 345
Marketing Logistics and Supply Chain Management 346 Nature and Importance of Marketing Logistics 346 | Sustainable Supply Chains 347 | Goals of the Logistics System 348 | Major Logistics Functions 348 | Integrated Logistics Management 351
REVIEWING AND ExTENDING THE CONCEPTS 353 | OBjECTIVES REVIEW AND KEY TERMS 353 | Objectives
Review 353 | Key Terms 354 | DISCuSSION AND CRITICAL THINKING 355 | Discussion Questions 355 | Critical Thinking Exercises 355 | APPLICATIONS AND CASES 355 | Online， Mobile， and Social Media Marketing:
Fabletics Changing Channels 355 | Marketing Ethics: Ethical Sourcing 356 | Marketing by the Numbers: Tyson
Expanding Distribution 356 | Video Case: Progressive 356 | Company Case: Apple Pay: Taking Mobile Payments Mainstream 357
Chapter 13 retailing and Wholesaling 359
Retailing 361
Retailing: Connecting Brands with Consumers 361 | Types of Retailers 362
Retailer Marketing Decisions 369
Segmentation， Targeting， Differentiation， and Positioning Decisions 369 | Product Assortment and Services
Decision 370 | Price Decision 372 | Promotion Decision 372 | Place Decision 373
Retailing Trends and Developments 374
Tighter Consumer Spending 374 | New Retail Forms， Shortening Retail Life Cycles， and Retail Convergence 375 | The Rise of Megaretailers 375 | Growth of Direct， Online， Mobile， and Social Media Retailing 376 | The Need for
Omni-Channel Retailing 376 | Growing Importance of Retail Technology 378 | Green Retailing 379 | Global Expansion of Major Retailers 380
Wholesaling 380
Types of Wholesalers 381 | Trends in Wholesaling 385
REVIEWING AND ExTENDING THE CONCEPTS 386 | OBjECTIVES REVIEW AND KEY TERMS 386 | Objectives
Review 386 | Key Terms 387 | DISCuSSION AND CRITICAL THINKING 387 | Discussion Questions 387 | Critical Thinking Exercises 387 | APPLICATIONS AND CASES 387 | Online， Mobile， and Social Media Marketing: Skipping the Checkout Line 387 | Marketing Ethics: Footloose and Tax-Free 388 | Marketing by the Numbers: Inventory Management 388 | Video Case: Kmart 388 | Company Case: Bass Pro Shops: Creating Nature’s Theme Park for People Who Hate to Shop 389
Chapter 14 engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy 391
The Promotion Mix 393
Integrated Marketing Communications 394
The New Marketing Communications Model 394 | The Need for Integrated Marketing Communications 396
Developing Effective Marketing Communication 399
A View of the Communication Process 399 | Steps in Developing Effective Marketing Communication 401
Setting the Total Promotion Budget and Mix 406
Setting the Total Promotion Budget 406 | Shaping the Overall Promotion Mix 408 | Integrating the Promotion Mix 410 | Socially Responsible Marketing Communication 410
REVIEWING AND ExTENDING THE CONCEPTS 413 | OBjECTIVES REVIEW AND KEY TERMS 413 | Objectives
Review 413 | Key Terms 414 | DISCuSSION AND CRITICAL THINKING 415 | Discussion Questions 415 | Critical Thinking Exercises 415 | APPLICATIONS AND CASES 415 | Online， Mobile， and Social Media Marketing: Spot the Difference 415 | Marketing Ethics: Western Stereotypes 416 | Marketing by
the Numbers: Advertising-to-Sales Ratios 416 | Video Case: OxO 416 | Company Case: Volvo Trucks: Integrated Marketing Communications of Epic Proportions 416
Chapter 15 advertising and public relations 419
Advertising 421
Major Advertising Decisions 422
Setting Advertising Objectives 422 | Setting the Advertising Budget 425 | Evaluating Advertising Effectiveness and the Return on Advertising Investment 437 | Other Advertising Considerations 437
Public Relations 439
The Role and Impact of PR 440
Major Public Relations Tools 441
REVIEWING AND ExTENDING THE CONCEPTS 442 | OBjECTIVES
REVIEW AND KEY TERMS 442 | Objectives Review 442 | Key Terms 442 | DISCuSSION AND CRITICAL THINKING 443 |
Discussion Questions 443 | Critical Thinking Exercises 443 | APPLICATIONS AND CASES 443 | Online， Mobile， and Social Media Marketing: Facebook Audience Network 443 | Marketing Ethics:
Lie to Me 443 | Marketing by the Numbers: Dubai City Guide 444 | Video Case: Kmart 444 | Company Case: Allstate: Bringing Mayhem to the Auto Insurance Advertising Wars 444
Chapter 16 personal Selling and Sales promotion 447
Personal Selling 449
The Nature of Personal Selling 480 | The Role of the Sales Force 450
Contents xiii
Managing the Sales Force 451
Designing the Sales Force Strategy and Structure 451 | Recruiting and Selecting Salespeople 454 | Training Salespeople 455 | Compensating Salespeople 456 | Supervising and Motivating Salespeople 457 | Evaluating Salespeople and Sales Force Performance 458 | Social Selling: Online， Mobile， and Social Media Tools 459
The Personal Selling Process 462
Steps in the Selling Process 462 | Personal Selling and Managing Customer Relationships 464
Sales Promotion 465
The Rapid Growth of Sales Promotion 465 | Sales Promotion Objectives 466 | Major Sales Promotion Tools 467 | Developing the Sales Promotion Program 471
REVIEWING AND ExTENDING THE CONCEPTS 472 | OBjECTIVES REVIEW AND KEY TERMS 472 | Objectives
Review 472 | Key Terms 473 | DISCuSSION AND CRITICAL THINKING 474 | Discussion Questions 474 | Critical Thinking Exercises 474 | APPLICATIONS AND CASES 474 | Online，
Mobile， and Social Media Marketing: Snap It and Redeem It! 474 | Marketing Ethics: Walking the Customer 475 | Marketing by
the Numbers: Sales Force Analysis 475 | Video Case: First Flavor 475 | Company Case: SunGard: Building Sustained Growth by Selling the SunGard Way 475
Chapter 17 Direct， Online， Social Media， and Mobile Marketing 478
Direct and Digital Marketing 480
The New Direct Marketing Model 480 | Rapid Growth of Direct and Digital Marketing 481 | Benefits of Direct and Digital Marketing to Buyers and Sellers 482
Forms of Direct and Digital Marketing 482
Marketing， the Internet， and the Digital Age 483
Online Marketing 484
Social Media and Mobile Marketing 489
Social Media Marketing 489 | Mobile Marketing 493
Traditional Direct Marketing Forms 496
Direct-Mail Marketing 496 | Catalog Marketing 497 | Telemarketing 497 | Direct-Response Television
Marketing 498 | Kiosk Marketing 499 | Public Policy Issues in Direct and Digital Marketing 499
REVIEWING AND ExTENDING THE CONCEPTS 502 | OBjECTIVES REVIEW AND KEY TERMS 502 | Objectives
Review 502 | Key Terms 504 | DISCuSSION AND CRITICAL THINKING 504 | Discussion Questions 504 | Critical Thinking Exercises 504 | APPLICATIONS AND CASES 504 | Online， Mobile， and Social Media Marketing: On the Move 504 | Marketing Ethics: #Fail 505 | Marketing by the Numbers: Field Sales versus Telemarketing 505 | Video Case: Nutrisystem 505 | Company Case: Alibaba: The World’s Largest E-tailer Is Not Amazon 506
xiv Contents
Part 4: Extending Marketing 508
Chapter 18 Creating Competitive advantage 508
Competitor Analysis 510
Identifying Competitors 510 | Assessing Competitors 513 | Selecting Competitors to Attack and Avoid 515 | Designing a Competitive Intelligence System 517
Competitive Strategies 517
Approaches to Marketing Strategy 517 | Basic Competitive Strategies 518 | Competitive Positions 521 | Market Leader Strategies 522 | Market Challenger Strategies 525 | Market Follower Strategies 526 | Market Nicher Strategies 526
Balancing Customer and Competitor Orientations 527
REVIEWING AND ExTENDING THE CONCEPTS 528 | OBjECTIVES REVIEW AND KEY TERMS 528 | Objectives
Review 528 | Key Terms 529 | DISCuSSION AND CRITICAL THINKING 529 | Discussion Questions 529 | Critical Thinking Exercises 530 | APPLICATIONS AND CASES 530 | Online， Mobile， and Social Media Marketing: I’ll Eat My Hat 530 | Marketing Ethics: Creating Competitive Advantage…to What End? 530 | Marketing by the Numbers: Market Share 530 | Video Case: umpqua Bank 531 | Company Case: YouTube: Google’s Quest for Video Dominance 531
Chapter 19 the Global Marketplace 534
Global Marketing Today 536
Elements of the Global Marketing Environment 538 | Deciding Whether to Go Global 546 | Deciding Which Markets to
Enter 546
Deciding How to Enter the Market 548
Exporting 548 | joint Venturing 581 | Direct Investment 550
Deciding on the Global Marketing Program 551 Product 553 | Promotion 554 | Price 556 | Distribution Channels 557
Deciding on the Global Marketing Organization 558
REVIEWING AND ExTENDING THE CONCEPTS 559 | OBjECTIVES
REVIEW AND KEY TERMS 559 | Objectives Review 559 |
Key Terms 559 | DISCuSSION AND CRITICAL THINKING 560 |
Discussion Questions 560 | Critical Thinking Exercises 560 | APPLICATIONS AND CASES 560 | Online， Mobile， and Social Media Marketing: Russia E-commerce 560 | Marketing Ethics: Cleaning up the Chinese Pharmaceutical Market 561 | Marketing by the Numbers: Attracting Alternative Markets 561 | Video Case: Monster 561 | Company Case: L’Oréal: The united Nations of Beauty 561
Chapter 20 Sustainable Marketing: Social responsibility and ethics 564
Sustainable Marketing 566
Social Criticisms of Marketing 568
Marketing’s Impact on Individual Consumers 568 | Marketing’s Impact on Society as a Whole 572 | Marketing’s Impact on Other Businesses 574
Consumer Actions to Promote Sustainable Marketing 575
Consumerism 575 | Environmentalism 576 | Public Actions to Regulate Marketing 580
Business Actions Toward Sustainable Marketing 581
Sustainable Marketing Principles 581
Marketing Ethics and the Sustainable Company 585
Marketing Ethics 585 | The Sustainable Company 588
REVIEWING AND ExTENDING THE CONCEPTS 588 | OBjECTIVES REVIEW AND KEY TERMS 588 | Objectives
Review 588 | Key Terms 589 | DISCuSSION AND CRITICAL THINKING 589 | Discussion Questions 589 | Critical Thinking Exercises 590 | APPLICATIONS AND CASES 590 | Online， Mobile， and Social Media Marketing: Teens and
Social Media 590 | Marketing Ethics: Milking the International Market 590 | Marketing by the Numbers: The Cost of Sustainability 590 | Video Case: Honest Tea 591 | Company Case: adidas: Athletic Apparel with Purpose 591
Appendix 1: Marketing Plan 593
Appendix 2: Marketing by the Numbers 593 Appendix 3: Careers in Marketing 593
Glossary 593
References 593
內容試閱：
Preface
The Seventeenth Edition of Kotler/Armstrong’s Principles of Marketing! Setting the World Standard in Marketing Education
These are exciting times in marketing. Recent surges in digital technologies have created a new， more engaging， more connected marketing world. Beyond traditional tried-and-true marketing concepts and practices， today’s marketers have added a host of new-age tools for engaging consumers， building brands， and creating customer value and relationships. In these digital times， sweeping advances in “the Internet of Things”—from social and mo- bile media， connected digital devices， and the new consumer empowerment to “big data” and new marketing analytics—have profoundly affected both marketers and the consum- ers they serve.
All around the world—across five continents， more than 40 countries， and 24 languages—students， professors， and business professionals have long relied on Kotler/ Armstrong’s Principles of Marketing as the most-trusted source for teaching and learning about the latest developments in basic marketing concepts and practices. More than ever， the seventeenth edition introduces new marketing students to the fascinating world of modern marketing in a complete and authoritative yet fresh， practical， and engaging way.
Once again， we’ve added substantial new content and poured over every page， table， figure， fact， and example in order to make this the best text from which to learn about and teach marketing. Enhanced by MyMarketingLab， our online homework and personalized study tool， the seventeenth edition of Principles of Marketing remains the world standard in introductory marketing education.
Marketing: Creating Customer Value and Engagement in the Digital and Social Age
Top marketers share a common goal: putting the consumer at the heart of marketing. To- day’s marketing is all about creating customer value and engagement in a fast-changing， increasingly digital and social marketplace.
Marketing starts with understanding consumer needs and wants， determining which target markets the organization can serve best， and developing a compelling value proposi- tion by which the organization can attract and grow valued consumers. Then， more than just making a sale， today’s marketers want to engage customers and build deep customer relationships that make their brands a meaningful part of consumers’ conversations and lives.
In this digital age， to go along with their tried-and-true traditional marketing methods， marketers have a dazzling set of new online， mobile， and social media tools for engaging customers anytime， anyplace to jointly shape brand conversations， experiences， and commu- nity. If marketers do these things well， they will reap the rewards in terms of market share， profits， and customer equity. In the seventeenth edition of Principles of Marketing， you’ll learn how customer value and customer engagement drive every good marketing strategy.
What’s New in the Seventeenth Edition?
We’ve thoroughly revised the seventeenth edition of Principles of Marketing to reflect the major trends and forces that affect marketing in this digital age of customer value， engage- ment， and relationships. Here are just some of the major and continuing changes you’ll find in this edition.
?The seventeenth edition adds fresh coverage in both traditional marketing areas and
on fast-changing and trending topics such as customer engagement marketing， mobile
and social media， big data and the new marketing analytics， the Internet of Things，
omni-channel marketing and retailing， customer co-creation and empowerment， real-
time customer listening and marketing， building brand community， marketing content
creation and native advertising， B-to-B social media and social selling， monetizing
social media， tiered and dynamic pricing， consumer privacy， sustainability， global
marketing， and much more.
?This new edition continues to build on its customer engagement framework—creating
direct and continuous customer involvement in shaping brands， brand conversations，
brand experiences， and brand community. New coverage and fresh examples through-
out the text address the latest customer engagement tools， practices， and develop-
ments. See especially Chapter 1 (refreshed sections on Customer Engagement and Today’s
Digital and Social Media and Consumer-Generated Marketing); Chapter 4 (big data and
real-time research to gain deeper customer insights); Chapter 5 (creating social influ-
ence and customer community through digital and social media marketing); Chapter
9 (customer co-creation and customer-driven new-product development); Chapter 13
(omni-channel retailing); Chapters 14 and 15 (marketing content curation and native
advertising); Chapter 16 (sales force social selling); and Chapter 17 (direct digital， on-
line， social media， and mobile marketing).
?No area of marketing is changing faster than online， mobile， social media， and other
digital marketing technologies. Keeping up with digital concepts， technologies， and
practices has become a top priority and major challenge for today’s marketers. The
seventeenth edition of Principles of Marketing provides thoroughly refreshed， up-to-
date coverage of these explosive developments in every chapter—from online， mobile，
and social media engagement technologies discussed in Chapters 1， 5， 14， 15， and 17
to “real-time listening” and “big data” research tools in Chapter 4， real-time dynamic
pricing in Chapter 11， omni-channel retailing in Chapter 13， and social selling in
Chapter 16. A Chapter 1 section on The Digital Age: Online， Mobile， and Social Media
Marketing introduces the exciting new developments in digital and social media mar-
keting. Then a Chapter 17 section on Direct， Online， Social Media， and Mobile Marketing
digs more deeply into digital marketing tools such as online sites， social media， mobile
ads and apps， online video， email， blogs， and other digital platforms that engage con-
sumers anywhere， anytime via their computers， smartphones， tablets， internet-ready
TVs， and other digital devices.
?The seventeenth edition continues to track fast-changing developments in marketing
communications and the creation of marketing content. Marketers are no longer sim-
ply creating integrated marketing communications programs; they are joining with
customers and media to curate customer-driven marketing content in paid， owned，
earned， and shared media. You won’t find fresher coverage of these important topics
in any other marketing text.
?The seventeenth edition of Principles of Marketing continues to improve on its innova-
tive learning design. The text’s active and integrative presentation includes learning
enhancements such as annotated chapter-opening stories， a chapter-opening objective
outline， explanatory author comments on major chapter sections and figures， and Real
Marketing highlights that provide in-depth examples of marketing concepts and prac-
tices at work. The chapter-opening layout helps to preview and position the chapter
and its key concepts. Figures annotated with author comments help students to sim-
plify and organize chapter material. New and substantially revised end-of-chapter fea-
tures help to summarize important chapter concepts and highlight important themes，
such as marketing ethics， financial marketing analysis， and online， mobile， and social
media marketing. This innovative learning design facilitates student understanding
and eases learning.
?The seventeenth edition provides 18 new end-of-chapter company cases by which stu-
dents can apply what they learn to actual company situations. It also features 16 new
video cases， with brief end-of-chapter summaries and discussion questions. Finally， all
of the chapter-opening stories， Real Marketing highlights， and end-of-chapter features
in the seventeenth edition are either new or revised.
?New material throughout the seventeenth edition highlights the increasing importance
of sustainable marketing. The discussion begins in Chapter 1 and ends in Chapter 20，
which pulls marketing together under a sustainable marketing framework. In be- tween， frequent discussions and examples show how sustainable marketing calls for socially and environmentally responsible actions that meet both the immediate and the future needs of customers， companies， and society as a whole.
?The seventeenth edition provides new discussions and examples of the growth in global marketing. As the world becomes a smaller， more competitive place， marketers face new global marketing challenges and opportunities， especially in fast-growing emerging markets such as China， India， Brazil， Africa， and others. You’ll find much new coverage of global marketing throughout the text， starting in Chapter 1 and dis- cussed fully in Chapter 19.
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