Marketing

2020·126.16 MB·English

by  Dhruv Grewal

Cover Page: ii
Title Page Page: ii
Copyright Page: iv
Dedication Page: v
About the Author Page: vii
New to Seventh Edition Page: ix
A Letter from the Authors Page: xii
Connect Page: xiv
Asset Alignment Page: xvi
Acknowledgments Page: xvii
Brief Contents Page: xxvi
Table of Contents Page: xxvii
Section 1 Assessing the Marketplace Page: 1
1 Overview of Marketing Page: 3
What Is Marketing? Page: 4
The Importance of Marketing Over Time Page: 13
How Does Marketing Create Value, and How Do Firms Become More Value Driven? Page: 16
Reviewing Learning Objectives Page: 21
Key Terms Page: 21
Marketing Digitally Page: 22
Marketing Applications Page: 22
Quiz Yourself Page: 22
Chapter Case Study: Kind Bars for a Kinder World Page: 23
Quiz Yourself Answer Key Page: 25
2 Developing Marketing Strategies and a Marketing Plan Page: 27
What Is a Marketing Strategy? Page: 28
The Marketing Plan Page: 33
Growth Strategies Page: 48
Reviewing Learning Objectives Page: 50
Key Terms Page: 52
Marketing Digitally Page: 52
Marketing Applications Page: 52
Quiz Yourself Page: 53
Chapter Case Study: The Coffee Wars Page: 53
Quiz Yourself Answer Key Page: 57
Appendix 2A: Writing a Marketing Plan Page: 59
3 Digital Marketing: Online, Social, and Mobile Page: 79
The 4E Framework for Digital Marketing Page: 80
Online Marketing Page: 85
The Wheel of Social Media Engagement Page: 92
Going Mobile and Social Page: 96
How Do Firms Engage Their Customers? Page: 99
Reviewing Learning Objectives Page: 106
Key Terms Page: 106
Marketing Digitally Page: 106
Marketing Applications Page: 107
Quiz Yourself Page: 107
Chapter Case Study: Images, Sales, Brands: How Red Bull Uses Various Digital and Social Media Techniques to Achieve All Its Objectives Page: 107
Quiz Yourself Answer Key Page: 111
4 Conscious Marketing, Corporate Social Responsibility, and Ethics Page: 113
Conscious Marketing Page: 115
Marketing’s Greater Purpose: Corporate Social Responsibility as an Element of Conscious Marketing Page: 117
The Stakeholders of Conscious Marketing Page: 119
Integrating Conscious Marketing Throughout The Firm: Leadership and Culture Page: 124
Marketing Ethics as a Conscious Marketing Principle Page: 128
Reviewing Learning Objectives Page: 133
Key Terms Page: 134
Marketing Digitally Page: 134
Marketing Applications Page: 134
Quiz Yourself Page: 135
Chapter Case Study: Daily Table Page: 135
Quiz Yourself Answer Key Page: 138
Appendix 4A: Understanding Ethics Using Scenarios Page: 139
5 Analyzing the Marketing Environment Page: 145
A Marketing Environment Analysis Framework Page: 146
The Immediate Environment Page: 147
Macroenvironmental Factors Page: 151
Reviewing Learning Objectives Page: 167
Key Terms Page: 168
Marketing Digitally Page: 168
Marketing Applications Page: 168
Quiz Yourself Page: 169
Chapter Case Study: The Rise of the Electric Car Page: 169
Quiz Yourself Answer Key Page: 172
Section 2 Understanding the Marketplace Page: 173
6 Consumer Behavior Page: 175
The Consumer Decision Process Page: 176
Factors Influencing the Consumer Decision Process Page: 189
Involvement and Consumer Buying Decisions Page: 199
Reviewing Learning Objectives Page: 202
Key Terms Page: 202
Marketing Digitally Page: 203
Marketing Applications Page: 203
Quiz Yourself Page: 204
Chapter Case Study: Battle of the Titans: Amazon Echo vs. Google Home (and Don’t Forget about Apple) Page: 204
Quiz Yourself Answer Key Page: 209
7 Business-to-Business Marketing Page: 211
B2B Markets Page: 214
The Business-to-Business Buying Process Page: 217
The Buying Center Page: 221
The Buying Situation Page: 225
Reviewing Learning Objectives Page: 228
Key Terms Page: 228
Marketing Digitally Page: 228
Marketing Applications Page: 229
Quiz Yourself Page: 229
Chapter Case Study: Staples: The Big-Box Retailer That’s Really a B2B Powerhouse Page: 229
Quiz Yourself Answer Key Page: 231
8 Global Marketing Page: 233
Assessing Global Markets Page: 235
Choosing a Global Entry Strategy Page: 247
Choosing a Global Marketing Strategy Page: 250
Reviewing Learning Objectives Page: 255
Key Terms Page: 255
Marketing Digitally Page: 255
Marketing Applications Page: 256
Quiz Yourself Page: 256
Chapter Case Study: McDonald’s—A Global Giant Page: 256
Quiz Yourself Answer Key Page: 258
Section 3 Targeting the Marketplace Page: 261
9 Segmentation, Targeting, and Positioning Page: 263
The Segmentation, Targeting, and Positioning Process Page: 264
Reviewing Learning Objectives Page: 287
Key Terms Page: 288
Marketing Digitally Page: 288
Marketing Applications Page: 289
Quiz Yourself Page: 289
Chapter Case Study: Mercedes-Benz Page: 289
Quiz Yourself Answer Key Page: 292
10 Marketing Research Page: 295
The Marketing Research Process Page: 296
Secondary Data Page: 302
Primary Data Collection Techniques Page: 307
The Ethics of Using Customer Information Page: 317
Reviewing Learning Objectives Page: 320
Key Terms Page: 320
Marketing Digitally Page: 321
Marketing Applications Page: 321
Quiz Yourself Page: 322
Chapter Case Study: Swim, Lift, Play—But Also Donate: Using Market Research to Redefine the YMCA Page: 322
Quiz Yourself Answer Key Page: 322
Appendix 10A: Using Secondary Data to Assess Customer Lifetime Value (CLV) Page: 327
Section 4 Value Creation Page: 331
11 Product, Branding, and Packaging Decisions Page: 333
Complexity and Types of Products Page: 334
Product Mix and Product Line Decisions Page: 336
Branding Page: 341
Branding Strategies Page: 345
Packaging Page: 352
Reviewing Learning Objectives Page: 355
Key Terms Page: 355
Marketing Digitally Page: 356
Marketing Applications Page: 356
Quiz Yourself Page: 357
Chapter Case Study: From the Counterculture to the Runway: How Did Birkenstocks Become Fashionable? Page: 357
Quiz Yourself Answer Key Page: 358
12 Developing New Products Page: 361
Why Do Firms Create New Products? Page: 362
Diffusion of Innovation Page: 366
How Firms Develop New Products Page: 374
The Product Life Cycle Page: 383
Reviewing Learning Objectives Page: 388
Key Terms Page: 389
Marketing Digitally Page: 389
Marketing Applications Page: 389
Quiz Yourself Page: 390
Chapter Case Study: A Toy Company for a New Age: How Mattel Is Reinventing Itself for Modern Consumers Page: 390
Quiz Yourself Answer Key Page: 391
13 Services: The Intangible Product Page: 395
Services Marketing Differs from Product Marketing Page: 398
Providing Great Service: The Service Gaps Model Page: 402
Service Recovery Page: 415
Reviewing Learning Objectives Page: 417
Key Terms Page: 418
Marketing Digitally Page: 418
Marketing Applications Page: 418
Quiz Yourself Page: 419
Chapter Case Study: How AI Is Revolutionizing Customer Service Page: 419
Quiz Yourself Answer Key Page: 420
Section 5 Value Capture Page: 423
14 Pricing Concepts for Capturing Value Page: 425
The Five Cs of Pricing Page: 427
Reviewing Learning Objectives Page: 445
Key Terms Page: 445
Marketing Digitally Page: 446
Marketing Applications Page: 446
Quiz Yourself Page: 447
Chapter Case Study: Planet Fitness: Pricing for Success Page: 447
Quiz Yourself Answer Key Page: 448
15 Strategic Pricing Methods and Tactics Page: 451
Considerations for Setting Price Strategies Page: 452
Pricing Strategies Page: 455
Pricing Tactics Page: 458
Legal and Ethical Aspects of Pricing Page: 463
Reviewing Learning Objectives Page: 468
Key Terms Page: 468
Marketing Digitally Page: 469
Marketing Applications Page: 469
Quiz Yourself Page: 470
Chapter Case Study: Pizza Players, Pizza Prices Page: 470
Quiz Yourself Answer Key Page: 473
Section 6 Value Delivery: Designing the Channel and Supply Chain Page: 477
16 Supply Chain and Channel Management Page: 479
The Importance of Marketing Channel/Supply Chain Management Page: 480
Designing Marketing Channels Page: 483
Managing the Marketing Channel and Supply Chain Page: 484
Making Information Flow Through Marketing Channels Page: 492
Making Merchandise Flow Through Marketing Channels Page: 495
Reviewing Learning Objectives Page: 502
Key Terms Page: 502
Marketing Digitally Page: 503
Marketing Applications Page: 503
Quiz Yourself Page: 504
Chapter Case Study: Zara Delivers Fast Fashion Page: 504
Quiz Yourself Answer Key Page: 507
17 Retailing and Omnichannel Marketing Page: 511
Choosing Retail Partners Page: 513
Identify Types of Retailers Page: 516
Developing a Retail Strategy Using the Six Ps Page: 524
The Internet and Omnichannel Retailing Page: 527
Reviewing Learning Objectives Page: 532
Key Terms Page: 533
Marketing Digitally Page: 533
Marketing Applications Page: 533
Quiz Yourself Page: 534
Chapter Case Study: Ashley Stewart Page: 534
Quiz Yourself Answer Key Page: 537
Section 7 Value Communication Page: 539
18 Integrated Marketing Communications Page: 541
Communicating with Consumers Page: 542
Channels Used in an Integrated Marketing Communications Strategy Page: 549
Planning for and Measuring Imc Success Page: 554
Reviewing Learning Objectives Page: 560
Key Terms Page: 561
Marketing Digitally Page: 561
Marketing Applications Page: 561
Quiz Yourself Page: 562
Chapter Case Study: Taking IMC to the Max: Pepsi Max and Modern Communications Page: 562
Quiz Yourself Answer Key Page: 565
19 Advertising, Public Relations, and Sales Promotions Page: 567
Step 1: Identify Target Audience Page: 569
Step 2: Set Advertising Objectives Page: 570
Step 3: Determine the Advertising Budget Page: 574
Step 4: Convey the Message Page: 574
Step 5: Evaluate and Select Media Page: 576
Step 6: Create Advertisements Page: 579
Step 7: Assessing Impact Using Marketing Metrics Page: 581
Regulatory and Ethical Issues in Advertising Page: 583
Public Relations Page: 584
Sales Promotion Page: 586
Reviewing Learning Objectives Page: 590
Key Terms Page: 591
Marketing Digitally Page: 591
Marketing Applications Page: 592
Quiz Yourself Page: 592
Chapter Case Study: Making Mastercard Priceless Page: 592
Quiz Yourself Answer Key Page: 595
20 Personal Selling and Sales Management Page: 599
The Scope and Nature of Personal Selling Page: 600
The Personal Selling Process Page: 603
Managing the Sales Force Page: 609
Ethical and Legal Issues in Personal Selling Page: 615
Reviewing Learning Objectives Page: 617
Key Terms Page: 617
Marketing Digitally Page: 617
Marketing Applications Page: 618
Quiz Yourself Page: 618
Chapter Case Study: Alta Data Solutions: Making the Sale Page: 619
Quiz Yourself Answer Key Page: 620
Glossary Page: 622
Name Index Page: 637
Company Index Page: 644
Subject Index Page: 648