دانلود کتاب MARKETING MANAGEMENT past, present and future.

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Preface Our Applied Approach Our Global Perspective Our Incorporation of Technology Electronic and In-Print Versions Our Social Awareness Our Research Orientation Our Policy Orientation Our User Friendliness Our Target Orientation Our Instructor Support Acknowledgments Contents About the Authors 1: An Overview of Marketing 1.1 Introduction 1.2 What Is Marketing? 1.2.1 Definitions of Marketing 1.3 A Brief History of Marketing Thought 1.4 The Structure of Marketing Theory Marketing in Action 1.1 Walgreens Battles the Virtual Pharmacy 1.4.1 Goods Versus Services 1.4.2 Product Categories 1.4.3 Consumer Versus Industrial Markets 1.4.4 Profit Versus Nonprofit Manager’s Corner 1.1 March of Dimes Uses Content Marketing Strategy to Raise Awareness and Funds for Their Social Cause 1.4.5 Intermediaries Versus End Users Web Exercise 1.1 1.4.6 Domestic Versus International 1.4.7 Small Firms Versus Large Firms 1.4.8 Industry Sector Specificity 1.4.9 Marketing and Double Bottom Lines 1.5 Marketing and Internal Resources Manager’s Corner 1.2 The Soul and the Curative Marketing Concept 1.6 The Complexity of Marketing 1.6.1 Multiple Decision-Makers 1.6.2 Multiple Factors 1.6.3 Interaction 1.6.4 Time Frame 1.6.5 Global Factors 1.6.6 Enormous Flow of Information 1.7 The Marketing Mix 1.8 Selling Versus Marketing Manager’s Corner 1.3 Overcoming Tension Between Sales and Marketing 1.9 Marketing and Corporate Strategy 1.10 The Difference Between Products and Benefits Web Exercise 1.1 Marketing in Action 1.2 The Art and Science of Marketing as Applied to Tantra 1.11 Marketing and Service Cultures 1.12 Marketing and Nonprofit Organizations References Further Reading 2: Marketing Planning 2.1 Introduction 2.2 The Marketing Plan 2.2.1 The Planning Process Manager’s Corner 2.1 The Success Story of Haidilao, a Chinese Hotpot Eatery Chain 2.3 The Corporate Plan 2.3.1 Corporate Objectives 2.3.2 Objectives for Nonprofit Organizations 2.3.3 Corporate Mission Marketing in Action 2.1 Empowering Customers Is the Redefined Mission of Microsoft 2.3.4 Corporate Vision 2.3.5 Marketing Myopia 2.4 The Marketing Audit 2.4.1 Analysis 2.4.2 SWOT Analysis 2.4.3 SWOT Analysis Limitation 2.4.4 Assumptions Web Exercise 2.1 2.5 Marketing Objectives 2.6 Marketing Strategies Manager’s Corner 2.2 Yield Management Segmenting Preventing Arbitrage Advance Reservation Web Exercise 2.2 2.7 Detailed Plans and Programs 2.7.1 Reasons for Inadequate Planning 2.7.2 Marketing Plan Structure 2.7.3 Contingency Plan 2.7.4 Budgets as Managerial Tools 2.7.5 Measurement of Progress 2.7.6 Performance Analysis Marketing in Action 2.2 Increasing Roswell Park Cancer Institute’s Market Share 2.7.7 Ethics in Marketing Planning References Further Reading 3: Understanding the Market Environment and the  Competition 3.1 Introduction 3.2 Theoretical Frameworks 3.2.1 The Sociocultural Environment 3.2.2 The Technological Environment 3.2.3 The Economic Environment 3.2.4 The Political and Legal Environment 3.2.5 The Ecological Background 3.3 Environmental Analysis 3.3.1 Environmental Scanning 3.3.2 Delphi Studies 3.3.3 Scenario Building 3.4 Competition 3.4.1 The Industry 3.4.2 Competitive Structure 3.4.3 Competitive Response 3.4.4 Competitive Strategies 3.4.5 Leaders and Followers References Further Reading 4: Understanding the Buyer 4.1 Introduction 4.2 A Model of Consumer Behavior 4.2.1 The Consumer Decision-Making Process 4.2.2 Problem or Need Recognition 4.2.3 Information Search 4.2.4 Evaluation of Alternatives 4.2.5 Purchase Decision 4.2.6 Postpurchase Behavior 4.3 What Factors Specifically Influence Consumers? 4.3.1 Economic Factors 4.3.2 Age and Life Cycle Manager’s Corner 4.1 Marketers “Graduate” Buyers 4.3.3 Geography 4.3.4 Social Class 4.3.5 Culture Marketing in Action 4.1 Starbucks Took 47 Years to Launch Its First Store in Italy 4.3.6 Peer Pressure Manager’s Corner 4.2 Multicultural Websites in a Changing World 4.3.7 Lifestyle and Values 4.3.8 Diffusion of Innovation 4.3.9 Psychological Factors Manager’s Corner 4.3 Technology and Marketing Opportunities 4.3.10 Globalization 4.4 Coordinating Consumer Dimensions Web Exercise 4.1 4.5 Organizational Purchasing 4.5.1 Demand Patterns 4.5.2 Decision-Makers and Influencers 4.5.3 Ethics and Buying Manager’s Corner 4.4 Ethics in a Shrinking World 4.6 Usage and Loyalty 4.7 The Customer Franchise and Brand Equity References Further Reading 5: Marketing Research and Information 5.1 Introduction 5.2 Evaluating the Benefits of Research 5.2.1 The Risks of Inadequate Research 5.3 The Market Information System 5.3.1 System Structure 5.4 Secondary Data 5.4.1 Internal Database 5.4.2 Libraries 5.4.3 Directories and Newsletters 5.4.4 Commercial Information Providers 5.4.5 Trade Associations Web Exercise 5.1 5.5 Electronic Information Services 5.6 Evaluating Secondary Data Source and Quality 5.6.1 Source Quality 5.6.2 Data Quality 5.6.3 Data Compatibility Marketing in Action 5.1 5.7 Primary Marketing Research 5.7.1 Suppliers of Primary Marketing Research 5.8 The Marketing Research Process 5.8.1 Defining the Objectives 5.8.2 Determining the Research Level 5.8.3 Determining the Research Approach Manager’s Corner 5.1 5.8.4 Collecting the Data 5.8.5 Analyzing the Results 5.8.6 Reporting the Findings 5.9 Knowledge Is the Business Marketing in Action 5.2 Appendix Selected Information Sources for Marketing Issues References Further Reading 6: Estimating the Market Demand 6.1 Introduction 6.2 Forecasts Versus Budgets 6.3 Short-Term, Medium-Term, and Long-Term Forecasts 6.3.1 Short-Term Forecasts 6.3.2 Medium-Term Forecasts 6.3.3 Long-Term Forecasts 6.4 The Dynamics of Forecasting 6.4.1 Forecasts into Budgets 6.4.2 High and Low Budgets 6.4.3 Macro- and Microforecasts 6.4.4 Derived Forecasts 6.4.5 World and National Economies 6.4.6 Market 6.4.7 Product 6.4.8 Legal and Political Issues 6.5 Forecasting Techniques 6.5.1 Qualitative Methods 6.5.2 Quantitative Methods 6.5.3 Spreadsheets 6.5.4 Alternatives to Forecasting 6.5.5 Factors Limiting Forecasts 6.5.6 Market Forecasting Software References Further Reading 7: Market Segmentation, Positioning, and Branding 7.1 Introduction 7.2 What Is a Market? 7.3 Who Is the Market? 7.3.1 Channels 7.4 Market Boundaries 7.4.1 Customers, Consumers (Users), and Prospects Marketing in Action 7.1 7.4.2 Penetration 7.4.3 Market Share and Share of Wallet 7.4.4 The Pareto, or 80/20, Effect 7.5 Market Segments Web Exercise 7.1 7.5.1 Segmentation 7.5.2 Benefit Segmentation 7.5.3 Segmentation by Consumption Profile 7.5.4 Segmentation Across National Boundaries 7.5.5 Segment Viability 7.5.6 The Internet and Segmentation 7.5.7 Segmentation Methods and Practical Segmentation 7.6 Product/Service Positioning 7.6.1 Positioning over Time 7.6.2 Perceptual Maps 7.6.3 Target Marketing 7.7 Possible Approaches to Segmentation 7.7.1 Single Segment 7.7.2 Multiple Segments 7.7.3 Cross-Segment Web Exercise 7.2 7.7.4 Full Coverage (“Mass Marketing”) 7.7.5 Counter-Segmentation 7.7.6 Segmentation and Ethics Manager’s Corner 7.1 7.8 Differentiation and Branding 7.8.1 Brand Monopoly 7.8.2 Branding Policies and Strategies 7.8.3 Brand Extension 7.8.4 Multibrands 7.8.5 Cannibalization Marketing in Action 7.2 7.8.6 Cobranding 7.8.7 Private and Generic Brands 7.8.8 Differentiation of Services References Further Reading 8: Product and Service Decisions 8.1 Introduction 8.2 The Product Package 8.3 The Product Audit 8.4 The Product Strategy 8.4.1 Market Penetration Manager’s Corner 8.1 8.4.2 Product Development 8.4.3 Market Development 8.4.4 Diversification 8.5 The Ansoff Matrix Marketing in Action 8.1 8.6 The Product Life Cycle 8.6.1 Life-Cycle Stages 8.6.2 Lessons of the Product Life Cycle 8.7 Other Life Cycles 8.7.1 Life-Cycle Extension 8.7.2 Fashion and Fads 8.7.3 Technological Life Cycle 8.7.4 The International Product Cycle Manager’s Corner 8.2 8.8 Product Life 8.8.1 Life Cycles and Marketing Strategy 8.9 Cash Flow Web Exercise 8.1 8.10 Product Portfolios 8.10.1 The Boston Consulting Group Matrix 8.10.2 Theory Versus Practice 8.10.3 Product Mix 8.11 Refining Product Strategies Marketing in Action 8.2 8.12 Product Standardization and Adaptation Web Exercise 8.2 8.13 Packaging 8.14 Strategies for Services 8.14.1 Service Categories 8.14.2 Distinctive Features of Services Manager’s Corner 8.3 8.14.3 Marketing Repercussions of Service References Further Reading 9: New Products 9.1 Introduction 9.2 Gap Analysis for Scanning and Idea Generation 9.2.1 Usage Gap 9.2.2 Distribution Gap Marketing in Action 9.1 Web Exercise 9.1 9.2.3 Product Gap 9.2.4 Competitive Gap Manager’s Corner 9.1 9.2.5 Market Gap Analysis 9.2.6 Broader Objectives 9.2.7 Beyond the Trends 9.3 Product Modification 9.4 New Product Development 9.4.1 Customers 9.4.2 Innovative Imitation 9.5 Corporate Response 9.5.1 Production Capabilities 9.5.2 Financial Performance 9.5.3 Investment Potential 9.5.4 Human Factors 9.5.5 Materials Supply 9.5.6 Cannibalism 9.5.7 Time 9.6 Marketing Response 9.6.1 Match with Existing Product Lines 9.6.2 Price and Quality 9.6.3 Distribution Patterns and Capabilities 9.6.4 Seasonality 9.7 Product Development Process 9.7.1 Strategic Screening 9.7.2 Concept Testing 9.7.3 Product Development 9.7.4 Product Testing Marketing in Action 9.2 9.7.5 Test Marketing 9.8 Product Launch 9.8.1 Product Replacement 9.8.2 Risk Versus Time 9.8.3 Japanese-Style Product Development References Further Reading 10: Pricing Decisions 10.1 Introduction 10.2 Price 10.2.1 Service Prices 10.2.2 Price and Nonprofit Organizations 10.3 Demand and Supply 10.3.1 Price Elasticity of Demand 10.3.2 Estimation of the Demand Curve and Price Elasticity 10.3.3 Organization-Controlled Factors Manager’s Corner 10.1 10.3.4 Customer Factors 10.3.5 Market Factors 10.4 Pricing New Products Manager’s Corner 10.2 10.4.1 Alternative Pricing Strategies 10.4.2 Practical Pricing Policies Marketing in Action 10.1 10.5 Discounts 10.5.1 Price Negotiation 10.6 Pricing Strategy 10.6.1 Price Wars 10.6.2 Reactions to Price Challenges Manager’s Corner 10.3 10.6.3 Avoiding Price Wars 10.6.4 Price Increases Manager’s Corner 10.4 10.7 Global Geopolitical Issues and Pricing Considerations References Further Reading 11: Distribution and Supply Chain Management 11.1 Introduction 11.2 The Distribution Channel 11.2.1 Channel Members and Levels Web Exercise 11.1 11.2.2 Channel Decisions 11.2.3 Channel Compensation Marketing in Action 11.1 The Body Shop Foresees Changes in Its Retail Store Concept 11.3 Channel Management 11.3.1 Channel Membership 11.3.2 Channel Motivation 11.3.3 Monitoring Channels Manager’s Corner 11.1 Gray Markets: Advantages and Disadvantages 11.4 Retailing 11.4.1 Type of Product or Service Sold 11.4.2 Type of Customer Service 11.4.3 Type of Organization 11.4.4 Location Manager’s Corner 11.2 Computer-Dating the Customer 11.4.5 Branding Focus of the Retailers 11.5 Wholesaling 11.6 Purchasing 11.7 Supply Chain Management Manager’s Corner 11.3 Supplying Product with Dignity 11.7.1 Production Decisions Manager’s Corner 11.4 Global Supply Chain Management at McDonald’s 11.7.2 Transportation Decisions Manager’s Corner 11.5 The Challenge of Short Shelf Life Marketing in Action 11.2 Pepsi-Cola Seeks Bottlers for Abroad 11.7.3 Facility Decisions 11.7.4 Inventory Decisions 11.7.5 Inventory as a Strategic Tool 11.7.6 Communications Decisions 11.8 Logistics and the Environment 11.9 Customer Service 11.9.1 Service Levels 11.9.2 Customer Complaints 11.9.3 Customer Satisfaction 11.9.4 Organizing for Customer Service References Further Reading 12: Designing Effective Promotion and Advertising Strategies 12.1 Introduction 12.2 Dialogue 12.2.1 Encoding and Decoding 12.2.2 Marketing Mix 12.3 Corporate Promotion Versus Brand Promotion 12.4 Push Versus Pull Manager’s Corner 12.1 Techno-branding! Techno-branding Processes Intel’s Success Story 12.5 Consumer Versus Industrial Advertising 12.6 Creating the Correct Messages 12.6.1 Awareness 12.6.2 Interest Marketing in Action 12.1 Creating Coke Zero’s Awareness: “Next Time You’re Thirsty, Drink an Ad!” 12.6.3 Understanding 12.6.4 Attitudes 12.6.5 Buying Decision 12.7 Other Models 12.8 The Message 12.8.1 Message Consistency 12.8.2 Opinion Leaders 12.8.3 Word of Mouth 12.8.4 Message Selection 12.8.5 Cognitive Dissonance 12.8.6 Promotional Message and Promotional Purpose Marketing in Action 12.2 Is Advertising the Name of the Game for Shoe Manufacturers? Web Exercise 12.1 12.9 Media Selection 12.9.1 Coverage 12.9.2 Frequency 12.9.3 Types of Media and Their Characteristics Manager’s Corner 12.2 How Do We Measure the Effectiveness of Ads on the Internet? Web Exercise 12.2 12.10 Promotional Mix 12.10.1 Promotion of Services 12.10.2 Promotion in Nonprofit Organizations 12.11 Advertising Plan 12.11.1 Deciding on Advertising Budgets 12.11.2 Researching Advertising Effectiveness 12.11.3 Determining Coupon Response 12.11.4 Selecting an Advertising Agency 12.12 Internet Advertising and Creating Attention References Further Reading 13: Direct Marketing, Sales Promotion, and Public Relations 13.1 Precision Marketing 13.1.1 Availability and Consolidation of Secondary Data 13.1.2 Point-of-Sale Data 13.1.3 Manipulation of Data 13.2 Direct Marketing Delivery Systems 13.2.1 Direct Mail Communication 13.2.2 Advantages and Disadvantages of Direct Mail 13.2.3 Structuring the Direct Mail Campaign 13.2.4 Internet-Based Communications 13.2.5 Door-to-Door 13.2.6 Publications 13.3 Telemarketing and Email Marketing 13.3.1 Network Marketing 13.4 Sales Promotion 13.4.1 Advantages and Disadvantages of Sales Promotion 13.4.2 Promotional Pricing 13.4.3 Nonprice Promotions 13.4.4 Sampling 13.5 Sponsorship 13.6 Trade Shows 13.7 The Press and Public Relations 13.7.1 Media Contact 13.7.2 News Stories 13.7.3 The Press Office 13.7.4 Corporate Public Relations References Further Reading 14: Selling and Sales Management 14.1 Introduction 14.2 Territory Management and Planning 14.2.1 Geographical Territories 14.2.2 Territory Plans 14.2.3 Annual Calls Available 14.2.4 Sales Personnel Plan 14.3 The Sales Professional 14.3.1 Individual Management of Sales 14.3.2 Territory Sales Plan 14.3.3 Sales Objectives 14.4 Industrial (B2B) Sales 14.4.1 Industrial Buying Situations 14.4.2 Decision-Makers and Influencers 14.4.3 Project Management 14.4.4 Proposals 14.5 Interorganizational Relations 14.5.1 Relationship Marketing and Corporate Sales Management 14.5.2 Account Planning 14.6 Sales Team Management 14.6.1 Marketing Management Marketing in Action 14.1 14.6.2 Cultural Generalization Manager’s Corner 14.1 14.6.3 People Management 14.6.4 Technological Management References Further Reading 15: The Future of Marketing 15.1 Introduction 15.2 Environmental Changes 15.2.1 The Technological Environment Web Exercise 15.1 Marketing in Action 15.1 15.2.2 The Financial Environment 15.2.3 The Regulatory Environment 15.2.4 The Societal Environment Web Exercise 15.2 15.2.5 The Competitive Environment 15.2.6 The Geopolitical Environment 15.2.7 The Novel Coronavirus and the Postpandemic World 15.3 Effects on Marketing Management 15.3.1 Product Policy 15.3.2 Pricing Policy 15.3.3 Distribution Strategy 15.3.4 Communications Strategy Marketing in Action 15.2 15.4 Marketing: Past, Present, and Future 15.4.1 Customers and Marketers: Mirror of Each Other 15.4.2 Ethical Consumers and the Sustainability Concerns 15.4.3 Expanding Marketing Mix 15.4.4 Cross-Cultural Customers: The Global Village—A Single Market 15.4.5 Ongoing Changes in Marketplace Manager’s Corner 15.1 15.4.6 Marketers are Change Agents References Further Reading Cases Case 1: Yo Man! It’s Yao Ming! Ming, the Next Big Thing Looking Back to the Cross-Border Yao Ming Mania NBA Going Global Corporate “Courtship” Challenges for the “Great Wall” “The Golden Bridge” Case 2: BMW Marketing Innovation Company Profile Marketing Overview BMW Film Film Concept Target Audience Characteristics of the Typical BMW Target Audience Marketing Channels Competitive Analysis Case 3: It Is Not on the Shelf! Is It?: How Marketing Myopia Occurs Marketing Overview Marketing Myopia: A Real-Life Example How We Could Avoid Marketing Myopia Case 4: Citibank N.A. in Japan The Japanese Banking Scene Citibank Worldwide The Citibank Global Network Long Presence and Local Market Experience Localization Commitment Technological Orientation The Rise of Citibank in Japan Strategic Alliances Financial Record Major Competitors Marketing Strategy Challenges for Citibank Case 5: Gap Inc. Brief Background of Gap Inc. Growth and Expansion Selling Private, Store-Brand Product Gap Inc. Operating Components Retail Divisions Products and Customer Base Sourcing Advertising Distribution Marketing Performance Conclusion Case 6: The Value-Breeding Bond Network of Hawthorn: A Relationship Marketing Context in a Business-to-Business Setting Background From Value Network to Value-Breeding Bond Network: A Relationship Marketing Context The Hawthorn–Tasmania Marriage: An Example of a Value-Breeding Bond Network Irresolution About the Future of the Hawthorn–Tasmania Partnership Case 7: Marketing and the Environment: Tuna Versus Dolphins Trade Implications The Ongoing Debate Current Actions to Protect Marine Animals from Vessel Collision Case 8: The Embryonic Phase of Spectrum Color History Product Line The Embryonic Phase of Spectrum: Market Competition and Expansion Case 8 Appendix: The Basics of Color and Appearance The Language of Color Case 9: Implications of the Ancient Business Concepts for Contemporary Markets: Background and a Case Example Context Implications of Business History Looking Back at Different Previous Market Dynamics Microcredit: A Case Example of the Implications of Historical Business Concepts for Contemporary Markets Case 10: Will Natural Diamonds Remain Forever? Diamonds Take Forever The Gem of the Diamond Industry: De Beers Technology “Rocks” the Industry: Gemesis and Apollo Gemesis Apollo Marketing “Cultured” Diamonds De Beers Diamonds Feel the Pressure Diamonds’ Fifth C: Consumers Conclusion Case 11: Does Mattel Sell Dolls or Dreams? Introduction Brief History: A Story of Marketing Success Imagine the Possibilities Diagnosis of Imagine the Possibilities Conclusion Case 12: The Changing Global Context: A Philosophical Approach to Deal with the Embryonic Market Environment New Policy for a New World Freedom and Globalization: Simultaneously Possible The Impact of Trust Bridges on Business Let the Soul Lead the Way Practice Quiz Answer Glossary Name Index Subject Index Company Index