Marketing Management 16th GLOBAL Edition by Philip Kotler, ISBN-13: 978-1292404813

Description

Marketing Management 16th GLOBAL Edition by Philip Kotler, ISBN-13: 978-1292404813

[PDF eBook eTextbook]

• Publisher: ‎ Pearson; 16th edition (November 24, 2021)
• Language: ‎ English
• 607 pages
• ISBN-10: ‎ 1292404817
• ISBN-13: ‎ 978-1292404813

For undergraduate and graduate courses in marketing management.

Table of Contents:

Marketing Management

Brief Contents

Contents

Preface

What’s New in the 16th Edition

Solving Learning and Teaching Challenges

Acknowledgments

About the Authors

Marketing Management

Part 1 Fundamentals of Marketing Management

Chapter 1 Defining Marketing for the New Realities

Learning Objectives

The Scope of Marketing

What is Marketing?

What is Marketed?

The Marketing Exchange

The New Marketing Realities

The Four Major Market Forces

Technology

Globalization

Physical Environment

Social Responsibility

The Three Key Marketing Outcomes

New Consumer Capabilities

New Company Capabilities

New Competitive Environment

The Concept of Holistic Marketing

Relationship Marketing

Integrated Marketing

Internal Marketing

Performance Marketing

The Role of Marketing in the Organization

Organizing and Managing the Marketing Department

Organizing the Marketing Department

Functional Organization

Geographic Organization

Product or Brand Organization

Market Organization

Matrix Organization

Managing the Marketing Department

The Role of the CEO and CMO

Relationships with Other Departments

Building a Customer-Oriented Organization

Summary

Chapter 2 Marketing Planning and Management

Learning Objectives

Corporate and Business Unit Planning and Management

Defining the Corporate Mission

Building the Corporate Culture

Defining Strategic Business Units

Allocating Resources Across Business Units

Developing Market Offerings

Developing the Marketing Strategy

Identifying the Target Market

Developing a Value Proposition

Designing the Marketing Tactics

The Seven Ts and the Four Ps

Creating a Market Value Map

Planning and Managing Market Offerings

The G-Stic Approach to Action Planning

Setting a Goal

Defining the Goal Focus

Defining Performance Benchmarks

Developing the Strategy

Designing the Tactics

Identifying Controls

Evaluating Performance

Monitoring the Environment

Developing a Marketing Plan

Modifying the Marketing Plan

Updating the Marketing Plan

Conducting a Marketing Audit

Summary

Part 2 Understanding the Market

Chapter 3 Analyzing Consumer Markets

Learning Objectives

The Model of Consumer Behavior

Consumer Characteristics

Cultural Factors

Social Factors

Reference Groups

Family

Personal Factors

Personality and Self-Concept

Values and Lifestyle

Consumer Psychology

Consumer Motivation

Consumer Needs

Consumer Motivation

Perception

Selective Attention

Selective Distortion

Emotions

Memory

Memory Models

Memory Processes

The Buying Decision Process

Problem Recognition

Information Search

Information Sources

Search Dynamics

Evaluation of Alternatives

Beliefs and Attitudes

Information Processing

Expectancy-Value Model

Purchase Decision

Decision Heuristics

The Level of Consumer Involvement

Intervening Factors

Postpurchase Behavior

Summary

Chapter 4 Analyzing Business Markets

Learning Objectives

The Organizational Buying Process

Understanding Business Markets

Types of Buying Decisions

The Buying Center

The Composition of the Buying Center

The Role of the Buying Center in the Organization

Buying Center Dynamics

Selling to Buying Centers

Understanding the Buying Process

Problem Recognition

Need Description

Product Specification

Supplier Search

Proposal Solicitation

Supplier Selection

Contract Negotiation

Performance Review

Developing Effective Business Marketing Programs

Transitioning From Products to Solutions

Enhancing Services

Building Business-to-Business Brands

Overcoming Price Pressures

Managing Communication

Managing Business-to-Business Relationships

Understanding the Buyer–Supplier Relationship

Managing Corporate Trust, Credibility, and Reputation

Risks and Opportunism in Business Relationships

Managing Institutional Markets

Summary

Chapter 5 Conducting Marketing Research

Learning Objectives

The Scope of Marketing Research

Importance of Marketing Insights

General Foods

Who Does Marketing Research?

The Marketing Research Process

Defining the Problem

Developing the Research Plan

Data Sources

Research Approaches

Observational Research

Focus Group Research

Survey Research

Behavioral Research

Research Instruments

Questionnaires

Qualitative Measures

Measurement Devices

Collecting the Information

Sampling Plan

Contact Methods

Online

In Person

Mail and E-mail

Telephone

Data Mining

Analyzing the Information and Making the Decision

Measuring Market Demand

Key Concepts in Demand Measurement

Forecasting Market Demand

Measuring Marketing Productivity

Marketing Metrics

Marketing-Mix Modeling

Marketing Dashboards

Summary

Part 3 Developing a Viable Market Strategy

Chapter 6 Identifying Market Segments and Target Customers

Learning Objectives

Identifying Target Customers

The Logic of Targeting

Strategic and Tactical Targeting

Strategic Targeting

Target Compatibility

Target Attractiveness

Monetary Value

Strategic Value

Tactical Targeting

Defining the Customer Profile

Aligning Customer Value and Customer Profile

Bringing Target Segments to Life with Personas

Single-Segment and Multi-Segment Targeting

Single-Segment Targeting

Targeting Multiple Segments

Segmenting Consumer Markets

Demographic Segmentation

Age

Stage in the Life Cycle

Gender

Income

Race and Culture

Geographic Segmentation

Behavioral Segmentation

Psychographic Segmentation

Segmenting Business Markets

Summary

Chapter 7 Crafting a Customer Value Proposition and Positioning

Learning Objectives

Developing a Value Proposition and Positioning

Developing a Value Proposition

Developing a Positioning Strategy

Choosing a Frame of Reference

Identifying Potential Points of Difference and Points of Parity

Identifying Points of Difference

Identifying Points of Parity

Aligning the Frame of Reference, Points of Parity, and Points of Difference

Creating a Sustainable Competitive Advantage

Sustainable Competitive Advantage as a Marketing Concept

Strategies for Creating a Sustainable Competitive Advantage

Differentiate on an Existing Attribute

Introduce a New Attribute

Build a Strong Brand

Communicating the Offering’s Positioning

Crafting a Positioning Statement

Communicating Category Membership

Communicating Conflicting Benefits

Positioning as Storytelling

Summary

Part 4 Designing Value

Chapter 8 Designing and Managing Products

Learning Objectives

Product Differentiation

Product Design

Power of Design

Approaches to Design

Product Portfolios and Product Lines

Product Portfolio Design

Product Line Analysis

Product Line Length

Line Stretching

Down-Market Stretch

Up-Market Stretch

Two-Way Stretch

Line Filling

Managing Packaging and Labeling

Packaging

Labeling

Managing Guarantees and Warranties

Summary

Chapter 9 Designing and Managing Services

Learning Objectives

The Nature of Services

The Service Aspect of an Offering

Distinctive Characteristics of Services

Intangibility

Inseparability

Variability

Perishability

The New Services Realities

Increasing Role of Technology

Customer Empowerment

Customer Coproduction

Satisfying Employees as Well as Customers

Achieving Service Excellence

Best Practices of Top Service Companies

Customer-Centricity

Service Quality

Catering to High-Value Customers

Managing Customer Complaints

Differentiating Services

Ease of Ordering

Speed and Timing of Delivery

Installation, Training, and Consulting

Maintenance and Repair

Returns

Innovation with Services

Managing Service Quality

Managing Customer Expectations

Managing Service Quality

Managing Self-Service

Managing Product–Service Bundles

Summary

Chapter 10 Building Strong Brands

Learning Objectives

How Does Branding Work?

The Essence of Branding

The Role of Brands

Brands’ Role for Consumers

Brands’ Role for Firms

Brand Equity and Brand Power

Brand Equity

Measuring Brand Equity

Brand Power

Measuring Brand Power

Designing the Brand

Defining the Brand Mantra

Choosing Brand Elements

Choosing Secondary Associations

Brand Hierarchy

Managing Brand Portfolios

Cobranding

The Essence of Cobranding

Ingredient Branding

Brand Dynamics

Brand Repositioning

Brand Extensions

When to Extend a Brand?

Advantages of Brand Extensions

Disadvantages of Brand Extensions

Managing a Brand Crisis

Luxury Branding

Characteristics of Luxury Brands

Managing Luxury Brands

Summary

Chapter 11 Managing Pricing and Sales Promotions

Learning Objectives

Understanding Pricing

Consumer Psychology and Pricing

Setting the Price

Defining the Pricing Objective

Determining Demand

Estimating Costs

Fixed, Variable, and Total Costs

Experience Curve Effects

Analyzing Competitors’ Prices

Selecting a Pricing Method

Markup Pricing

Target-Rate-of-Return Pricing

Economic-Value-to-Customer Pricing

Competitive Pricing

Auction Pricing

Setting the Final Price

Product-Mix Pricing

Initiating and Responding to Price Changes

Initiating Price Cuts

Initiating Price Increases

Responding to Competitors’ Price Changes

Managing Incentives

Incentives as a Marketing Device

Major Incentive Decisions

Establishing the Objectives of Incentives

Defining the Size and Approach for Incentives

Selecting Consumer Incentives

Selecting Trade Incentives

Selecting Sales Force Incentives

Summary

Part 5 Communicating Value

Chapter 12 Managing Marketing Communications

Learning Objectives

The Role of Marketing Communication

The Communication Process

Macromodel of the Communication Process

Micromodel of Marketing Communication

Developing an Effective Communication Program

Setting the Communication Objectives

Defining the Focus of Company Communications

Setting the Communication Benchmarks

Determining the Communication Budget

Identifying the Target Audience and Crafting the Communication Message

Identifying the Target Audience

Crafting the Communication Message

Deciding on the Communication Media

Defining the Communication Media Mix

Developing a Media Plan

Determining the Media Reach, Frequency, and Impact

Selecting Media Timing and Allocation

Developing the Creative Approach

Determining the Message Appeal

Informational Appeals

Transformational Appeals

Selecting the Message Source

Developing the Creative Execution

Measuring Communication Effectiveness

Summary

Chapter 13 Designing an Integrated Marketing Campaign in the Digital Age

Learning Objectives

Managing Integrated Marketing Communications

Advertising

Television Advertising

Print Advertising

Radio Advertising

Online Advertising

Place Advertising

Billboards

Public Spaces

Product Placement

Point of Purchase

Online Communication

Company Website

Driving Online Traffic

Social Media

The Growth of Social Media

Social Media Platforms

Online Communities and Forums

Blogs

Social Networks

Customer Reviews

Mobile Communication

Events and Experiences

Managing Events

Creating Experiences

Word of Mouth

Publicity and Public Relations

Publicity

Public Relations

Packaging

Summary

Chapter 14 Personal Selling and Direct Marketing

Learning Objectives

Personal Selling

Personal Selling as a Process

Prospecting and Qualifying

Pre-approach

Presentation and Demonstration

Persuasion

Closing

Servicing

Managing the Sale

Designing the Sales Force

Sales Force Objectives

Sales Force Strategy

Sales Force Structure

Sales Force Size

Sales Force Compensation

Managing the Sales Force

Recruiting the Sales Force

Training and Supervising the Sales Force

Managing Sales Force Productivity

Motivating the Sales Force

Evaluating the Sales Force

Direct Marketing

Direct Marketing Channels

Direct Mail

Catalog Marketing

Telemarketing

Infomercials

The Future of Direct Marketing

Summary

Part 6 Delivering Value

Chapter 15 Designing and Managing Distribution Channels

Learning Objectives

The Role of Distribution Channels

Distribution Channel Functions

Channel Levels

Multichannel Distribution

Channel-Management Decisions

Establishing Channel Objectives

Selecting Channel Members

Identifying Major Channel Alternatives

Franchising

Motivating Channel Members

Channel Power

Channel Partnerships

Evaluating Channel Members

Channel Cooperation and Conflict

The Nature of Channel Conflicts

Types of Channel Conflict

Causes of Channel Conflict

Managing Channel Conflict

Managing Market Logistics

Market-Logistics Objectives

Market-Logistics Decisions

Order Processing

Warehousing

Inventory

Transportation

Summary

Chapter 16 Managing Retailing

Learning Objectives

The Modern Retail Environment

Key Retailing Decisions

Target Market

Product Assortment and Procurement

Services

Store Atmosphere

Pricing

Incentives

Communications

Managing Omnichannel Retailing

Brick-and-Mortar Retailers

Online Retailers

Omnichannel Retailing

Managing Private Labels

Wholesaling

The Business of Wholesaling

Key Functions Performed by Wholesalers

Summary

Part 7 Managing Growth

Chapter 17 Driving Growth in Competitive Markets

Learning Objectives

Assessing Growth Opportunities

Product–Market Growth Strategies

Growth Through Mergers and Acquisitions

Growth Through Innovation and Imitation

Gaining Market Position

Growing Sales to Current Customers

Creating New Markets

Gaining a Pioneering Advantage

Identifying Niche Markets

Expanding Existing Markets

Defending Market Position

Product Life Cycle Marketing Strategies

The Concept of a Product Life Cycle

Introduction Stage

Growth Stage

Maturity Stage

Market Growth

Product Modification

Decline Stage

Harvesting and Divesting

Eliminating Weak Products

Alternative Product Life Cycle Patterns

Summary

Chapter 18 Developing New Market Offerings

Learning Objectives

The Process of Developing New Market Offerings

The Innovation Imperative

Managing Innovation

The Stage-Gate Approach to Developing New Offerings

The Stage-Gate Approach to Developing New Offerings: An Illustration

Idea Generation and Validation

Concept Development and Validation

Business-Model Design and Validation

Offering Implementation and Market Testing

Commercial Deployment

Idea Generation

Generating Viable Ideas

Idea Validation

Market Research Tools for Idea Generation and Validation

Concept Development

Prototyping

Concept Validation

Business-Model Design

Designing The Business Model

Business-Model Validation

Offering Implementation

Developing the Core Resources

Developing the Market Offering

Commercial Deployment

Selective Market Deployment

Market Expansion

Summary

Chapter 19 Building Customer Loyalty

Learning Objectives

Managing Customer Acquisition and Retention

The Customer Acquisition Funnel

Balancing Customer Acquisition and Customer Retention

Managing Customer Satisfaction and Loyalty

Understanding Customer Satisfaction

Product and Service Quality as a Driver of Customer Satisfaction

Measuring Customer Satisfaction

Building Customer Loyalty

Interact Closely with Customers

Develop Loyalty Programs

Build Brand Communities

Managing Customer Relationships

Customization

Customer Empowerment

Managing Customer Word of Mouth

Dealing with Customer Complaints

Managing Customer Lifetime Value

The Concept of Customer Lifetime Value

Customer Lifetime Value and Brand Equity

Building Customer Lifetime Value

Creating Customer Loyalty by Building Trust

Measuring Customer Lifetime Value

Summary

Chapter 20 Tapping into Global Markets

Learning Objectives

Deciding Whether to Go Abroad

Deciding Which Markets to Enter

Determining How Many Markets to Enter

Evaluating Potential Markets

Deciding How to Enter the Market

Indirect and Direct Export

Licensing

Joint Ventures

Direct Investment

Deciding on the Global Marketing Program

Global Product Strategies

Straight Extension

Product Adaptation

Product Invention

Dealing with Counterfeit Products

Global Brand Strategies

Brand Adaptation

Country-of-Origin Effects

Global Pricing Strategies

Global Communication Strategies

Global Distribution Strategies

Summary

Chapter 21 Socially Responsible Marketing

Learning Objectives

The Role of Social Responsibility in Marketing Management

Community-Based Corporate Social Responsibility

Corporate Social Responsibility in the Workplace

Corporate Philanthropy

Serving Low-Income Communities

Cause Marketing

Social Marketing

Sustainability-Focused Corporate Social Responsibility

Balancing Social Responsibility and Corporate Profitability

Developing Ethical Marketing Communications

Managing Customer Privacy

Summary

Endnotes

Glossary

Name Index

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