Principles of Marketing

Principles of Marketing

Principles of Marketing

Kotler & Armstrong: Principles of Marketing, 9th edition

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Principles of Marketing

Table of Contents

1 Marketing in a Changing World.........................................................................................................................5 1.1 Marketing Model ? Core concepts............................................................................................................................5 1.2 Marketing management.............................................................................................................................................6 1.3 Marketing concepts...................................................................................................................................................8 1.4 Challenges in the new connected millennium...........................................................................................................9

2 Strategic Planning and the Marketing Process................................................................................................10 2.1 Strategic planning process......................................................................................................................................10 2.2 Marketing process...................................................................................................................................................12

3 The Marketing Environment.............................................................................................................................15 3.1 Overview.................................................................................................................................................................15 3.2 Microenvironment...................................................................................................................................................15 3.3 Macroenvironment..................................................................................................................................................17 3.4 Responding to marketing environment...................................................................................................................19

4 Marketing Research and Information Systems................................................................................................20 4.1 General....................................................................................................................................................................20 4.2 Marketing information system (MIS)......................................................................................................................20 4.3 Marketing research process.....................................................................................................................................21 4.4 Other marketing research considerations................................................................................................................24

5 Consumer Markets and Consumer Buyer Behavior.......................................................................................25 5.1 Model of consumer behavior .................................................................................................................................25 5.2 Characteristics affecting consumer behavior.......................................................................................................... 25 5.3 Types of buying decision behavior.........................................................................................................................29 5.4 The buyer decision process.....................................................................................................................................30 5.5 The buyer decision process for new products.........................................................................................................30 5.6 Consumer behavior across international borders....................................................................................................31

6 Business Markets and Business Buyer Behavior.............................................................................................32 6.1 Overview.................................................................................................................................................................32 6.2 Business buyer behavior.........................................................................................................................................33 6.3 Institutional and government markets.....................................................................................................................35

7 Market Segmentation, Targeting, and Positioning for Competitive Advantage...........................................36 7.1 Overview.................................................................................................................................................................36 7.2 Market Segmentation..............................................................................................................................................37 7.3 Market targeting......................................................................................................................................................39 7.4 Positioning for competitive advantage....................................................................................................................40

8 Product and Services Strategy...........................................................................................................................43 8.1 What is a product?..................................................................................................................................................43 8.2 Product classifications.............................................................................................................................................44 8.3 Individual product decisions...................................................................................................................................46 8.4 Product line decisions.............................................................................................................................................49 8.5 Product mix decisions.............................................................................................................................................50 8.6 Services marketing..................................................................................................................................................51 8.7 International product and services marketing.........................................................................................................52

9 New-Product Development and Product Life-Cycle Strategies......................................................................53 9.1 New product development strategy.........................................................................................................................53 9.2 Product life-cycle strategies....................................................................................................................................56

10 Pricing Products: Pricing Considerations and Approaches..........................................................................59 10.1 Introduction...........................................................................................................................................................59 10.2 Factors to consider when setting prices........................................................ ........................................................ 59 10.3 General pricing approaches...................................................................................................................................62

11 Pricing Products: Pricing Strategies...............................................................................................................64

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11.1 New-product pricing strategies.............................................................................................................................64 11.2 Product mix pricing strategies...............................................................................................................................64 11.3 Price adjustment strategies....................................................................................................................................65 11.4 Price changes........................................................................................................................................................68 11.5 Public policy and pricing......................................................................................................................................69 12 Distribution Channels and Logistics Management........................................................................................71 12.1 The nature of distribution channels.......................................................................................................................71 12.2 Channel behavior and organization.......................................................................................................................72 12.3 Channel design decisions......................................................................................................................................74 12.4 Channel management decisions............................................................................................................................76 12.5 Public policy and distribution decisions...............................................................................................................76 12.6 Physical distribution and logistics management...................................................................................................77 13 Retailing and wholesaling.................................................................................................................................80 13.1 Retailing................................................................................................................................................................80 13.2 Retailer marketing decisions.................................................................................................................................83 13.3 The future of retailing...........................................................................................................................................84 13.4 Wholesaling..........................................................................................................................................................85 13.5 Wholesaler marketing decisions............................................................................................ ...............................86 13.6 Trends in wholesaling...........................................................................................................................................87 14 Integrated marketing communications strategy.............................................................................................88 14.1 The marketing communications mix.....................................................................................................................88 14.2 Integrated marketing communications..................................................................................................................88 14.3 A view of the communication process..................................................................................................................89 14.4 Steps in developing effective communication.......................................................................................................90 14.5 Setting the total promotion budget and mix..........................................................................................................93 14.6 Socially responsible marketing communication....................................................................................................95 15 Advertising, sales promotions, and public relations......................................................................................96 15.1 Advertising............................................................................................................................................................96 15.2 Sales promotion..................................................................................................................................................100 15.3 Public relations....................................................................................................................................................101 16 Personal selling and sales management.........................................................................................................103 16.1 Role of personal selling.......................................................................................................................................103 16.2 Managing the sales force.....................................................................................................................................103 16.3 Principles of personal selling..............................................................................................................................105 17 Direct and online marketing: the new marketing model.............................................................................108 17.1 What is direct marketing?...................................................................................................................................108 17.2 Benefits and growth of direct marketing.............................................................................................................108 17.3 Customer databases and direct marketing...........................................................................................................109 17.4 Forms of direct marketing...................................................................................................................................109 17.5 Online marketing and electronic commerce........................................................................................................110 17.6 Integrated direct marketing.................................................................................................................................112 17.7 Public policy and ethical issues in direct marketing........................................................................................... 112 18 Competitive strategies.....................................................................................................................................113 18.1 Customer relationship marketing........................................................................................................................113 18.2 Competitive marketing strategies........................................................................................................................115 18.3 Balancing customer and competitor orientations................................................................................................118 19 The global marketplace..................................................................................................................................119 19.1 Global marketing in the twenty-first century............................................................................ ..........................119 19.2 Looking at the global marketing environment.................................................................................................... 119 19.3 Deciding whether to go international..................................................................................................................121 19.4 Deciding which markets to enter.........................................................................................................................121 19.5 Deciding how to enter the market.......................................................................................................................121 19.6 Deciding on the global marketing program.........................................................................................................122

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Principles of Marketing 19.7 Deciding on the global marketing organization..................................................................................................123 20 Marketing and society: social responsibilities and marketing ethics..........................................................124 20.1 Social criticisms of marketing.............................................................................................................................124 20.2 Citizen and public actions to regulate marketing................................................................................................124 20.3 Business actions toward socially responsible marketing....................................................................................126

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1 Marketing in a Changing World

1.1 Marketing Model ? Core concepts

Marketing

Needs, wants, demands Products and services

Five core concepts ? Needs, wants, demands ? Products and services ? Value, satisfaction, quality ? Exchanges, transactions, relationships ? Markets Definition of marketing ? A social and managerial process whereby individuals and groups obtain what

they need and want through creating and exchanging products and value with others ? Simple definition ? Deliver customer satisfaction at a profit ? By: (1) attracting new customers by promising superior value, and (2) keep

current customers by delivering satisfaction Scope of marketing ? Book has a broad scoping: R&D, communcation, distribution, pricing, service ? Also buyers carry on marketing activities ? e.g. by searching for goods Main elements of a modern marketing system ? value added in steps ? Suppliers ? Company (marketer) + competitors ? Marketing intermediaries ? End user market

Needs ? States of felt deprivation, part of human makeup ? Physical and social needs Wants ? The form needs take (e.g. food => hamburger) ? Shaped by culture and personality Demands ? When wants are backed by buying power

Products ? Anything that can be offered to satisfy a need or a want ? Physical products, services, experiences, persons, places, organizations,

information, ideas ? Example: "smoking is bad" idea can be a product, a person can be a product in an

election ? Aka: satisfier, resource, marketing offer Services ? Just one kind of a product

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