Marketing: An Introduction, Global Edition, 14th Edition
- Length: 672 pages
- Edition: 14
- Language: English
- Publisher: Pearson
- Publication Date: 2019-09-04
- ISBN-10: 1292294868
- ISBN-13: 9781292294865
- Sales Rank: #1372893 (See Top 100 Books)
For undergraduate principles of marketing courses.This ISBN is for the bound textbook, which students can rent through their bookstore. An introduction to marketing using a practical and engaging approachMarketing: An Introduction shows students how customer value — creating it and capturing it — drives effective marketing strategies. The 14th Edition reflects the major trends and shifting forces that impact marketing in this digital age of customer value, engagement, and relationships, leaving students with a richer understanding of basic marketing concepts, strategies, and practices. Through updated company cases, Marketing at Work highlights, and revised end-of-chapter exercises, students are able to apply marketing concepts to real-world company scenarios. This title is also available digitally as a standalone Pearson eText, or via Pearson MyLab Marketing which includes the Pearson eText. These options give students affordable access to learning materials, so they come to class ready to succeed. Contact your Pearson rep for more information.
Front Cover Title Page Copyright Page Brief Contents Contents Preface Acknowledgments About the Authors Part 1 Defining Marketing and the Marketing Process 1 Marketing Creating Customer Value and Engagement Objectives Outline Previewing the Concepts First Stop: Emirates’ Customer Value–driven Marketing:engaging Customers and Building a Brandcommunity 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 Customer Value and Satisfaction Marketing at Work 1.1: Buffalo Wild Wings: Fueling the Sports Fan Experience 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: Facebook: Real-Time Marketing All the Time 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 Chapter Review and Key Terms Objectives Review Key Terms Discussion and Critical Thinking Discussion Questions Critical Thinking Exercises Minicases and Applications Online, Mobile, and Social Media Marketing Marketing Ethics Marketing by the Numbers Company Cases Video Case 2 Company and Marketing Strategy Partnering to Build Customer Engagement, Value, and Relationships Objectives Outline Previewing the Concepts First Step: Rolex: Building Brand Equity through aCustomer-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: Airbnb’s Mission: Belong Anywhere—Don’t Stay There. Live There. Analyzing the Current Business Portfolio The Boston Consulting Group Approach 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 Chapter Review and Key Terms Objectives Review Key Terms Discussion and Critical Thinking Discussion Questions Critical Thinking Exercises Minicases and Applications Online, Mobile, and Social Media Marketing Marketing Ethics Marketing by the Numbers Video Case Company Cases Part 2 Understanding the Marketplace and Consumer value 3 Analyzing the Marketing Environment Objectives Outline Previewing the Concepts First Step: Philips: Analyzing the Marketing Environmentin the Middle East The Microenvironment and Macroenvironment The Microenvironment The Macroenvironment The Demographic and Economic Environments The Demographic Environment The Economic Environment The Natural and Technological Environments The Natural Environment The Technological Environment Marketing at Work 3.1: Patagonia’s “Conscious Consumption”—Telling Consumers to Buy Less The Political–social and Cultural Environments The Political and Social Environment The Cultural Environment Responding to the Marketing Environment Marketing at Work 3.2: Qatar Airways: Maneuvering a Regional Blockade Reviewing and Extending The Concepts Chapter Review and Key Terms Objectives Review Key Terms Discussion and Critical Thinking Discussion Questions Critical Thinking Exercises Minicases and Applications Online, Mobile, and Social Media Marketing Marketing Ethics Marketing by the Numbers Video Case Company Cases 4 Managing Marketing Information to Gain Customer Insights Objectives Outline Previewing the Concepts First Step: Ferrero: Managing Marketing Informationand Customer Insights Marketing Information and Customer Insights Marketing Information and Today’s “Big Data” Managing Marketing Information Assessing Information Needs and Developing Data Assessing Marketing Information Needs Developing Marketing Information Marketing Research Traditional Marketing Research in Transition Defining the Problem and Research Objectives Developing the Research Plan Gathering Secondary Data Primary Data Collection Marketing at Work 4.1: Behavioral and Social Targeting: Sophisticated Marketing or Just a Little Creepy? 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 Chapter Review and Key Terms Objectives Review Key Terms Discussion and Critical Thinking Discussion Questions Critical Thinking Exercises Minicases and Applications Online, Mobile, and Social Media Marketing Marketing Ethics Marketing by the Numbers Video Case Company Cases 5 Understanding Consumer and Business Buyer Behavior Objectives Outline Previewing the Concepts First Step: Lenovo: Understanding Customers and BuildingProfitable Relationships Consumer Markets and Consumer Buyer Behavior Model of Consumer Behavior Characteristics Affecting Consumer Behavior Marketing at Work 5.1: Tapping Social Media Moms as Brand Ambassadors The Buyer Decision Process Need Recognition Information Search Evaluation of Alternatives Purchase Decision Postpurchase Behavior 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: GE: A Model for B-to-B Digital and Social Media Marketing Reviewing and Extending the Concepts Chapter Review and Key Terms Objectives Review Key Terms Discussion and Critical Thinking Discussion Questions Critical Thinking Exercises Minicases and Applications Online, Mobile, and Social Media Marketing Marketing Ethics Marketing by the Numbers Video Case Company Cases Part 3 Designing a Customer Value-Driven Strategy and Mix 6 Customer Value-Driven Marketing Strategy Creating Value for Target Customers Objectives Outline Previewing the Concepts First Step: Henkel’s Persil in the Gulf States Marketing Strategy Market Segmentation Segmenting Consumer Markets Marketing at Work 6.1: Swyp: Are You Young Enough for It? Major Segmentation Variables for Consumer Markets Segmenting Business Markets Segmenting International Markets Requirements for Effective Segmentation Market Targeting Evaluating Market Segments Selecting Target Market Segments Differentiation and Positioning Positioning Maps Choosing a Differentiation and Positioning Strategy Marketing at Work 6.2: Ready, Steady, Ride: Careem versus Uber in the Middle East Communicating and Delivering the Chosen Position Reviewing and Extending the Concepts Chapter Review and Key Terms Objectives Review Key Terms Discussion and Critical Thinking Discussion Questions Critical Thinking Exercises Minicases and Applications Online, Mobile, and Social Media Marketing Marketing Ethics Marketing by the Numbers Video Case Company Cases 7 Products, Services, and Brands Building Customer Value Objectives Outline Previewing the Concepts First Step: IKEA: Building a Cult Brand 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: Brand Logo Makeovers for the Digital Age 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 Chapter Review and Key Terms Objectives Review Key Terms Discussion and Critical Thinking Discussion Questions Critical Thinking Exercises Minicases and Applications Online, Mobile, and Social Media Marketing Marketing Ethics Marketing by the Numbers Video Case Company Cases 8 Developing New Products and Managing the Product Life Cycle Objectives Outline Previewing the Concepts First Step: Nestlé: How the Food Industry Leader UtilizesNew Product Development and Innovation 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: Open Innovation at NIVEA 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 Chapter Review and Key Terms Objectives Review Key Terms Discussion and Critical Thinking Discussion Questions Critical Thinking Exercises Minicases and Applications Online, Mobile, and Social Media Marketing Marketing Ethics Marketing by the Numbers Video Case Company Cases 9 Pricing Understanding and Capturing Customer Value Objectives Outline Previewing the Concepts First Stop: Apple: Premium Priced and Worth It Major Pricing Strategies Customer Value–Based Pricing Marketing at Work 9.1: Good Value at Spirit Airlines: Getting Less but Paying Much Less for It 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 International Pricing Price Changes Public Policy and Pricing Marketing at Work 9.2: Pharmaceutical Prices in Europe: Challenges and Policy Initiatives Pricing Within Channel Levels Pricing Across Channel Levels Reviewing and Extending the Concepts Chapter Review and Key Terms Objectives Review Key Terms Discussion and Critical Thinking Discussion Questions Critical Thinking Exercises Minicases and Applications Online, Mobile, and Social Media Marketing Marketing Ethics Marketing by the Numbers Video Case Company Cases 10 Marketing Channels Delivering Customer Value Objectives Outline Previewing the Concepts First Stop: Netflix’s Channel Innovation: Findingthe Future by Abandoning the Past 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 Marketing at Work 10.2: Working with Channel Partners to Create Value for Customers Evaluating Channel Members Public Policy and Distribution Decisions 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 Chapter Review and Key Terms Objectives Review Key Terms Discussion and Critical Thinking Discussion Questions Critical Thinking Exercises Minicases and Applications Online, Mobile, and Social Media Marketing Marketing Ethics Marketing by the Numbers Video Case Company Cases 11 Retailing and Wholesaling Objectives Outline Previewing the Concepts First Stop: UNIQLO: The Innovative Route in FashionRetailing Retailing Retailing: Connecting Brands with Consumers The Shifting Retailing Model Types of Store Retailers Marketing at Work 11.1: Costco: Merchandising Magic that Competitors Can’t Match Omni-Channel Retailing: Blending In-store, Online, Mobile, and Social Media Channels Retailer Marketing Decisions Segmentation, Targeting, Differentiation, and Positioning Decisions Product Assortment and Services Decision Price Decision Promotion Decision Place Decision Retailing Trends and Developments Tighter Consumer Spending New Retail Forms, Shortening Retail Life Cycles, and Retail Convergence The Rise of Megaretailers Growing Importance of Retail Technology Green Retailing Marketing at Work 11.2: AR and VR in Retailing: Extending and Enhancing the Shopping Experience Global Expansion of Major Retailers Wholesaling Types of Wholesalers Trends in Wholesaling Reviewing and Extending the Concepts Chapter Review and Key Terms Objectives Review Key Terms Discussion and Critical Thinking Discussion Questions Critical Thinking Exercises Minicases and Applications Online, Mobile, and Social Media Marketing Marketing Ethics Marketing by the Numbers Video Case Company Cases 12 Engaging Consumers and Communicating Customer Value Advertising and Public Relations Objectives Outline Previewing the Concepts First Stop: Dove: Engaging Customers by DeliveringMeaningful Stories The Promotion Mix Integrated Marketing Communications The New Marketing Communications Model Marketing at Work 12.1: Pokémon Go: Optimizing Offline-to-Online Marketing The Need for Integrated Marketing Communications Shaping the Overall Promotion Mix Advertising and Major Advertising Decisions Setting Advertising Objectives Marketing at Work 12.2: Lenovo: Taking the Big Players Head-on Setting the Advertising Budget 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 Chapter Review and Key Terms Objectives Review Key Terms Discussion and Critical Thinking Discussion Questions Critical Thinking Exercises Minicases and Applications Online, Mobile, and Social Media Marketing Marketing Ethics Marketing by the Numbers Video Case Company Cases 13 Personal Selling and Sales Promotion Objectives Outline Previewing the Concepts First Stop: Salesforce: You Need a Great Sales Forceto 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: Online, Mobile, and Social Media Tools Marketing at Work 13.1: B-to-B Salespeople: In This Digital and Social Media Age, Who Needs Them Anymore? 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: Toyota’s Music Festival Strategy Developing the Sales Promotion Program Reviewing and Extending the Concepts Chapter Review and Key Terms Objectives Review Key Terms Discussion and Critical Thinking Discussion Questions Critical Thinking Exercises Minicases and Applications Online, Mobile, and Social Media Marketing Marketing Ethics Marketing by the Numbers Video Case Company Cases 14 Direct, Online, Social Media, and Mobile Marketing Objectives Outline Previewing the Concepts First Stop: Samsung Electronics: Engaging CustomersGlobally via Social Media Marketing Direct and Digital Marketing The New Direct Marketing Model Rapid Growth of Direct and Digital Marketing Benefits of Direct and Digital Marketing to Buyers and Sellers Forms of Direct and Digital Marketing Marketing in the Digital Age Online Marketing Social Media and Mobile 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: Dubai: The RTA’s Smart Drive Traditional Direct Marketing Forms Direct-Mail Marketing Catalog Marketing Telemarketing Direct-Response Television Marketing Kiosk Marketing Public Policy Issues in Direct and Digital Marketing Reviewing and Extending the Concepts Chapter Review and Key Terms Objectives Review Key Terms Discussion and Critical Thinking Discussion Questions Critical Thinking Exercises Minicases and Applications Online, Mobile, and Social Media Marketing Marketing Ethics Marketing by the Numbers Video Case Company Cases Part 4 Extending Marketing 15 The Global Marketplace Objectives Outline Previewing the Concepts First Stop: IKEA: Just the Right Balance between GlobalStandardization and Local Adaptation Global Marketing Today Elements of the Global Marketing Environment Marketing at Work 15.1: International Marketing: Targeting the Bottom of the Economic Pyramid Deciding Whether to Go Global Deciding Which Markets to Enter Deciding How to Enter the Market Exporting Joint Venturing Direct Investment Deciding on the Global Marketing Program Product Marketing at Work 15.2: Samsung: Connecting Global and Local Technology Markets Promotion Price Distribution Channels Deciding on the Global Marketing Organization Reviewing and Extending the Concepts Chapter Review and Key Terms Objectives Review Key Terms Discussion and Critical Thinking Discussion Questions Critical Thinking Exercises Minicases and Applications Online, Mobile, and Social Media Marketing Marketing Ethics Marketing by the Numbers Video Case Company Cases 16 Social Responsibility and Ethics Objectives Outline Previewing the Concepts First Stop: Unilever’s Knorr: Ways towarda Sustainable FuturePopulations are growing fast, Sustainable Marketing Social Criticisms of Marketing Marketing’s Impact on Individual Consumers Marketing at Work 16.1: Starbucks: Serving the Underserved—Doing Good and Doing Well Marketing’s Impact on Society as a Whole Marketing’s Impact on Other Businesses Consumer Actions to Promote Sustainable Marketing Consumerism Environmentalism Public Actions to Regulate Marketing Business Actions Toward Sustainable Marketing Sustainable Marketing Principles Marketing at Work 16.2: CVS Health: Balancing Purpose with Profit Marketing Ethics and the Sustainable Company Marketing Ethics The Sustainable Company Reviewing and Extending the Concepts Chapter Review and Key Terms Key Terms Objectives Review Discussion and Critical Thinking Discussion Questions Critical Thinking Exercises Minicases and Applications Online, Mobile, and Social Media Marketing Marketing Ethics Marketing by the Numbers Video Case Company Cases Appendix 1 Company Cases Appendix 2 Marketing Plan Appendix 3 Marketing by the Numbers Appendix 4 Careers in Marketing Glossary References Indexes
Donate to keep this site alive
1. Disable the AdBlock plugin. Otherwise, you may not get any links.
2. Solve the CAPTCHA.
3. Click download link.
4. Lead to download server to download.