Principles of Marketing, Global Edition, 16th Edition
- Length: 729 pages
- Edition: 16
- Language: English
- Publisher: Pearson
- Publication Date: 2021
- ISBN-10: 1292341130
- ISBN-13: 9781292341132
- Sales Rank: #350177 (See Top 100 Books)
This title is a Pearson Global Edition. The Editorial team at Pearson has workedclosely with educators around the world to include content which is especiallyrelevant to students outside the United States.
For principlesof marketing courses that require a comprehensive text.
Learn how tocreate value through customer connections and engagement
In afast-changing, increasingly digital and social marketplace, it’s more vitalthan ever for marketers to develop meaningful connections with their customers.Principles of Marketing helps students master today’s key marketingchallenge: to create vibrant, interactive communities of consumers who makeproducts and brands an integral part of their daily lives. To help studentsunderstand how to create value and build customer relationships, Kotler andArmstrong present fundamental marketing information within an innovativecustomer-value framework. Thoroughly revised to reflect the major trendsimpacting contemporary marketing, the 18th Edition is packed withstories illustrating how companies use new digital technologies to maximizecustomer engagement and shape brand conversations, experiences, andcommunities.
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Front Cover Half Title Page Title Page Copyright Page Brief Contents Contents Preface Acknowledgments Part 1: Defining Marketing and the Marketing Process Chapter 1 Marketing: Creating Customer Value and Engagement 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 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 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 Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing: Fionamania Marketing Ethics: Exaggeration and High Pressure Marketing by the Numbers: Be on the First Page Company Case Argos: Creating Customer Value Amid Change and Turbulence Chapter 2 Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships Company-wide Strategic Planning: Defining Marketing’s Role Defining a Market-Oriented Mission Setting Company Objectives and Goals Designing the Business Portfolio 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 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 Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing: Lush UK Abandons Social Media Marketing Ethics: Creating Value or Distracting Consumers? Marketing by the Numbers: Facebook Versus Google Company Case: Dyson: Solving Customer Problems in Ways They Never Imagined Part 2: Understanding the Marketplace and Consumer Value Chapter 3 Analyzing the Marketing Environment 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 The Political–social and Cultural Environments The Political and Social Environment The Cultural Environment Responding to the Marketing Environment Reviewing and Extending the Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing: metoo Marketing Ethics: Automatic Auto Renewals Marketing by the Numbers: An Aging America Company Case: Square: In Relentless Pursuit of a More Elegant Payment Experience Chapter 4 Managing Marketing Information to Gain 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 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 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 Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing: Creepy Data Marketing Ethics: Wechat Marketing by the Numbers: What’s Your Sample? Company Case: Bayer: Big Data for Customer Insights Chapter 5 Consumer Markets and Buyer Behavior Model of Consumer Behavior Characteristics Affecting Consumer Behavior Cultural Factors Social Factors Personal Factors Psychological Factors Buying Decision Behavior and the Buyer Decision Process Types of Buying Decision Behavior The Buyer Decision Process The Customer Journey The Buyer Decision Process for New Products Stages in the Adoption Process Individual Differences in Innovativeness Influence of Product Characteristics on Rate of Adoption Reviewing and Extending the Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing: Blogvertorials Marketing Ethics: Make Yourself Feel Good Marketing by the Numbers: Evaluating Alternatives Company Case: Kraft Heinz: Once a Taste Maker Now Struggles as Consumer Tastes Change Chapter 6 Business Markets and Business Buyer Behavior Business Markets Market Structure and Demand Nature of the Buying Unit Types of Decisions and the Decision Process 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 Institutional and Government Markets Institutional Markets Government Markets Reviewing and Extending the Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing: E-procurement and Mobile Procurement Marketing Ethics: Big Tech for Military Activities Marketing by the Numbers: From Gaming to Public Safety Company Case: Shopify: An E-commerce Giant That Doesn’t Sell to End Users Part 3: Designing a Customer Value–driven Strategy and Mix Chapter 7 Customer Value–Driven Marketing Strategy: Creating Value for Target Customers Marketing Strategy Market Segmentation Segmenting 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 Communicating and Delivering the Chosen Position Reviewing and Extending the Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing: Influence Not Accepted as Payment Marketing Ethics: Allegiant Airlines: Value Creation or Flying Public at Risk? Marketing by the Numbers: See the Clot, Bust the Clot, Save a Life Company Case: 5-hour Energy: Hours of Energy Without the Beverage Chapter 8 Products, Services, and Brands Building Customer Value 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 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 Managing Brands Reviewing and Extending the Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing: Engaging Rival Brand Fans Marketing Ethics: Cutthroat Prices Marketing by the Numbers: Diet Coke with Fiber Company Case: Mini: Focus on the Essential—maximize the Experience Chapter 9 Developing New Products and Managing the Product Life Cycle 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 Product Life-cycle Strategies Introduction Stage 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 Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing: Share the Robot Vacuum Love Marketing Ethics: Autonomous Autos Marketing by the Numbers: Taking It on the Road Company Case: Toyota: Developing a Million New Product Ideas Every Year Chapter 10 Pricing Understanding and Capturing Customer Value What Is Price? Major Pricing Strategies Customer Value–Based Pricing 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 Reviewing and Extending the Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing: Sold Out Marketing Ethics: Hidden Cities Marketing by the Numbers: Rock Bottom Promotional Pricing Company Case: Gillette: Searching for the Right Price in a Volatile Market Chapter 11 Pricing Strategies Additional Considerations 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 Discount and Allowance Pricing Segmented Pricing Psychological Pricing Promotional Pricing Geographical Pricing Dynamic and Personalized Pricing International Pricing Price Changes Initiating Price Changes Responding to Price Changes Public Policy and Pricing Pricing Within Channel Levels Pricing Across Channel Levels Reviewing and Extending the Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing: Krazy Coupon Lady Marketing Ethics: Pink Tax Marketing by the Numbers: Lose Some Customers, Be Better Off? Company Case Casper: A Pricing Strategy That Flipped the Mattress Industry Chapter 12 Marketing Channels Delivering Customer Value 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 Channel Design Decisions Analyzing Consumer Needs Setting Channel Objectives Identifying Major Alternatives Types of Intermediaries Evaluating the Major Alternatives Designing International Distribution Channels Channel Management Decisions Selecting Channel Members Managing and Motivating Channel Members 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 Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing: Petco’s Partnership with Shipt Marketing Ethics: Ethical Sourcing Marketing by the Numbers: Drinking from the Source Company Case: Target: A Serious Contender in the Same-Day Delivery Business Chapter 13 Retailing and Wholesaling Retailing Retailing: Connecting Brands with Consumers The Shifting Retailing Model Types of Store Retailers 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 Global Expansion of Major Retailers Wholesaling Types of Wholesalers Trends in Wholesaling Reviewing and Extending the Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing: Kohl’s Courts Millennials With merchandise Curated by Social Media Influencers Marketing Ethics: Footloose and Tax-Free Marketing by the Numbers: Grocery Stores Offering Meal Kits Company Case: Ulta Beauty: Where the Experience Is Beautiful Chapter 14 Engaging Consumers and Communicating Customer Value: Integrated Marketing Communications Strategy The Promotion Mix Integrated Marketing Communications The New Marketing Communications Model The Need for Integrated Marketing Communications Developing Effective Marketing Communication A View of the Communication Process Steps in Developing Effective Marketing Communication Nonpersonal Communication Channels Setting the Total Promotion Budget and Mix Setting the Total Promotion Budget Shaping the Overall Promotion Mix Integrating the Promotion Mix Socially Responsible Marketing Communication Reviewing and Extending the Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing: Spot the Difference Marketing Ethics: Western Stereotypes Marketing by the Numbers: Never-Ending Cola War Company Case: Nestlé: Integrating Marketing Communication into Daily Operations Chapter 15 Advertising and Public Relations Advertising Major Advertising Decisions Setting Advertising Objectives 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 Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing: Plum Organics: Patenting Unfiltered Marketing Ethics: Burger King’s Real Meals Marketing by the Numbers: Advertising Costs Company Case: Allstate: Bringing Mayhem to the Auto Insurance Advertising Wars Chapter 16 Personal Selling and Sales Promotion 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 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 Developing the Sales Promotion Program Reviewing and Extending the Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing: Innovation Lab at a Trade Show Marketing Ethics: Using Pharmaceutical Sales Strategies to Promote Cost-Effective Drugs Marketing by the Numbers: Buy One, Get Something Free! Company Case: Procter & Gamble: Selling Through Customer Business Development Chapter 17 Direct, Online, Social Media, and Mobile 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 Mobile Marketing 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 Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing: On the Move Marketing Ethics: Home Hub Paranoia Marketing by the Numbers: Uniqlo’s Digital Marketing Campaigns Company Case: Offerup: A Mobile Solution for the Mobile Era Part 4: Extending Marketing Chapter 18 Creating Competitive Advantage Competitor Analysis Identifying Competitors Assessing Competitors Determining Competitors’ Objectives Selecting Competitors to Attack and Avoid Designing a Competitive Intelligence System Competitive Strategies Approaches to Marketing Strategy Basic Competitive Strategies Competitive Positions Market Leader Strategies Market Challenger Strategies Market Follower Strategies Market Nicher Strategies Balancing Customer and Competitor Orientations Reviewing and Extending the Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing: Can Social Media Raise Awareness of Uniqlo in the United States? Marketing Ethics: Is Ugly Produce a True Food Waste Solution? Marketing by the Numbers: Changing Numbers in the Smartphone Market Company Case: Tiktok: A Chinese Social Media App to Watch Chapter 19 The Global Marketplace Global Marketing Today Elements of the Global Marketing Environment 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 Promotion Price Distribution Channels Deciding on the Global Marketing Organization Reviewing and Extending the Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing: Tinder Is an International Sensation Marketing Ethics: Cleaning Up the Chinese Pharmaceutical Market Marketing by the Numbers: Peloton Pedals to the Uk Company Case: Huawei: Running the Global Telecommunications Race Chapter 20 Sustainable Marketing Social Responsibility and Ethics Sustainable Marketing Social Criticisms of Marketing Marketing’s Impact on Individual Consumers 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 Ethics and the Sustainable Company Marketing Ethics The Sustainable Company Reviewing and Extending the Concepts Objectives Review Key Terms Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing: Politically Neutral Social Media Marketing Ethics: Patagonia Rethinks Fleeces for Banker Bros Marketing by the Numbers: Gouging Their Eyes Out Company Case: H&M: Offering Sustainable Fashion and Quality at the Best Price Appendix 1: Marketing Plan Appendix 2: Marketing by the Numbers Appendix 3: Careers in Marketing Glossary References Index
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