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Framework for Marketing Management, A

by: Kotler, Philip; Keller, Kevin

Framework for Marketing Management, A

by: Kotler, Philip; Keller, Kevin

ISBN 13:
9780131452589
ISBN 10:
0131452584
Edition: 3rd
Format: Paperback
Copyright: 01/01/2009
Publisher: Pearson College Div
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Summary

For the MBA Marketing Management course and/or undergraduate capstone marketing strategy course. Framework for Marketing Managementprovides authoritative marketing theory in a concise format to provide flexibility where outside cases, simulations, and projects are brought in.

Preface

Part I UNDERSTANDING MARKETING MANAGEMENT

(62)

Defining Marketing for the Twenty-First Century

(20)

The Importance of Marketing

(1)

The Scope of Marketing

(4)

What Is Marketing?

(1)

Exchange and Transactions

(1)

What Is Marketed?

(1)

Marketers and Markets

(1)

Company Orientations Toward the Marketplace

(6)

The Production Concept

(1)

The Product Concept

(1)

The Selling Concept

(1)

The Marketing Concept

(1)

The Holistic Marketing Concept

(4)

Fundamental Marketing Concepts, Trends, and Tasks

(5)

Core Concepts

(3)

Marketing Management Tasks

(2)

Executive Summary

(1)

Notes

(3)

Developing and Implementing Marketing Strategies and Plans

(19)

Marketing and Customer Value

(4)

The Value Delivery Process

(1)

The Value Chain

(1)

Core Competencies

(1)

A Holistic Marketing Orientation and Customer Value

(1)

Corporate and Division Strategic Planning

(3)

Defining the Corporate Mission

(1)

Establishing Strategic Business Units (SBUs)

(1)

Assessing Growth Opportunities

(1)

Organization and Organizational Culture

(1)

Business Unit Strategic Planning

(4)

Business Mission

(1)

SWOT Analysis

(1)

Goal Formulation

(1)

Strategy Formulation

(1)

Program Formulation and Implementation

(1)

Feedback and Control

(1)

The Nature and Contents of a Marketing Plan

(1)

Measuring Marketing Performance

(3)

Using Marketing Metrics

(1)

Measuring Marketing Plan Performance

(1)

Using Profitability Analysis

(1)

Executive Summary

(1)

Notes

(2)

Understanding Markets, Market Demand, and the Marketing Environment

(23)

Supporting Marketing Decisions With Information, Intelligence, and Research

(7)

Internal Records

(1)

Marketing Intelligence System

(1)

Marketing Research System

(6)

Forecasting and Demand Measurement

(4)

Which Market to Measure?

(1)

Demand Measurement

(1)

Company Demand and Sales Forecast

(1)

Estimating Current Demand

(1)

Estimating Future Demand

(1)

Macroenvironmental Trends and Forces

(8)

Demographic Environment

(2)

Economic Environment

(1)

Social-Cultural Environment

(2)

Natural Environment

(1)

Technological Environment

(1)

Political-Legal Environment

(1)

Executive Summary

(1)

Notes

(2)

Part II CONNECTING WITH CUSTOMERS

(72)

Creating Customer Value, Satisfaction, and Loyalty

(20)

Defining Customer Value and Satisfaction

(4)

Customer Perceived Value

(2)

Total Customer Satisfaction

(1)

Measuring Satisfaction

(2)

Product and Service Quality

(1)

Maximizing Customer Lifetime Value

(4)

Customer Profitability and Competitive Advantage

(1)

Measuring Customer Lifetime Value

(1)

Customer Equity

(1)

Cultivating Customer Relationships

(7)

Attracting, Retaining, and Growing Customers

(3)

Building Loyalty

(1)

Reducing Customer Defection

(1)

Forming Strong Customer Bonds

(1)

Customer Databases and Database Marketing

(2)

Executive Summary

(1)

Notes

(3)

Analyzing Consumer Markets

(18)

What Influences Consumer Behavior?

(7)

Cultural Factors

(1)

Social Factors

(2)

Personal Factors

(1)

Key Psychological Processes

(3)

The Buying Decision Process: The Five-Stage Model

(6)

Problem Recognition

(1)

Information Search

(1)

Evaluation of Alternatives

(1)

Purchase Decisions

(1)

Postpurchase Behavior

(2)

Executive Summary

(1)

Notes

(3)

Analyzing Business Markets

101

(15)

What Is Organizational Buying?

102

(4)

The Business Market Versus the Consumer Market

102

(1)

Institutional and Organizational Markets

102

(2)

Buying Situations

104

(1)

Systems Buying and Selling

105

(1)

Participants In the Business Buying Process

106

(3)

The Buying Center

106

(1)

Buying Center Influences

106

(2)

Buying Center Targeting

108

(1)

Stages In the Business Buying Process

109

(4)

Problem Recognition

109

(1)

General Need Description and Product Specification

109

(1)

Supplier Search

110

(1)

Proposal Solicitation

110

(1)

Supplier Selection

111

(1)

Order-Routine Specification

111

(1)

Performance Review

112

(1)

Business Relationships: Risks and Opportunism

112

(1)

Executive Summary

113

(1)

Notes

114

(2)

Identifying Market Segments and Targets

116

(19)

Levels of Market Segmentation

117

(3)

Segment Marketing

117

(1)

Niche Marketing

117

(1)

Local Marketing

118

(1)

Customerization

118

(1)

Patterns of Market Segmentation

119

(1)

Segmenting Consumer and Business Markets

120

(7)

Bases for Segmenting Consumer Markets

120

(5)

Bases for Segmenting Business Markets

125

(2)

Market Targeting

127

(5)

Effective Segmentation Criteria

127

(1)

Evaluating and Selecting Market Segments

128

(3)

Additional Considerations

131

(1)

Executive Summary

132

(1)

Notes

132

(3)

Part III BUILDING STRONG BRANDS

135

(42)

Creating Brand Equity

135

(19)

What Is Brand Equity?

136

(2)

The Role of Brands

136

(1)

The Scope of Branding

136

(1)

Defining Brand Equity

137

(1)

Brand Equity as a Bridge

138

(1)

Building Brand Equity

138

(5)

Choosing Brand Elements

139

(1)

Designing Holistic Marketing Activities

140

(2)

Leveraging Secondary Associations

142

(1)

Measuring Brand Equity

143

(1)

Brand Audits

143

(1)

Brand Tracking

143

(1)

Brand Valuation

144

(1)

Managing Brand Equity

144

(2)

Brand Reinforcement

144

(1)

Brand Revitalization

144

(1)

Brand Crisis

145

(1)

Developing A Brand Strategy

146

(4)

The Branding Decision: To Brand or Not to Brand?

146

(2)

Brand Extensions

148

(1)

Brand Portfolios

149

(1)

Executive Summary

150

(1)

Notes

151

(3)

Creating Positioning and Dealing with Competition

154

(23)

Developing and Communicating a Positioning Strategy

155

(4)

Competitive Frame of Reference

156

(1)

Points-of-Parity and Points-of-Difference

156

(1)

Establishing Category Membership

157

(1)

Choosing POPs and PODs

157

(1)

Creating POPs and PODs

158

(1)

Differentiation Strategies

159

(2)

Product Differentiation

159

(1)

Services Differentiation

160

(1)

Personnel Differentiation

161

(1)

Channel Differentiation

161

(1)

Image Differentiation

161

(1)

Competitive Forces and Competitors

161

(4)

Identifying Competitors

162

(1)

Industry Concept of Competition

163

(1)

Market Concept of Competition

164

(1)

Analyzing Competitors

165

(2)

Strategies

166

(1)

Objectives

166

(1)

Strengths and Weaknesses

166

(1)

Selecting Competitors

167

(1)

Competitive Strategies

167

(6)

Market-Leader Strategies

167

(3)

Other Competitive Strategies

170

(2)

Market-Follower Strategies

172

(1)

Market-Nicher Strategies

172

(1)

Balancing Customer and Competitor Orientations

172

(1)

Executive Summary

173

(1)

Notes

174

(3)

Part IV SHAPING THE MARKET OFFERINGS

177

(62)

Setting Product Strategy and Marketing Through the Life Cycle

177

(23)

Product Characteristics and Classifications

178

(2)

Product Levels

178

(1)

Product Classifications

179

(1)

Product Relationships

180

(2)

Product-Line Analysis

180

(1)

Product-Line Length

181

(1)

Line Modernization, Featuring, and Pruning

181

(1)

Packaging, Labeling, Warranties, and Guarantees

182

(1)

Packaging

182

(1)

Labeling

183

(1)

Warranties and Guarantees

183

(1)

Managing New Products

183

(7)

Why New Products Fail---and Succeed

184

(1)

New Product Development

185

(5)

The Consumer Adoption Process

190

(2)

Stages in the Adoption Process

191

(1)

Factors Influencing the Adoption Process

191

(1)

Marketing Through the Product Life Cycle

192

(4)

Product Life Cycles

192

(1)

Marketing Strategies: Introduction Stage and the Pioneer Advantage

193

(1)

Marketing Strategies: Growth Stage

193

(1)

Marketing Strategies: Maturity Stage

194

(1)

Marketing Strategies: Decline Stage

194

(2)

Critique of the Product Life-Cycle Concept

196

(1)

Executive Summary

196

(1)

Notes

197

(3)

Designing and Managing Services

200

(17)

The Nature of Services

201

(3)

Categories of Service Mix

201

(1)

Distinctive Characteristics of Services

202

(2)

Marketing Strategies for Service Firms

204

(4)

A Shifting Customer Relationship

204

(1)

Holistic Marketing for Services

205

(1)

Differentiating Services

206

(1)

Developing Brand Strategies for Services

207

(1)

Managing Service Quality

208

(4)

Customer Expectations

208

(1)

Best Practices of Service-Quality Management

209

(3)

Managing Product Support Services

212

(1)

Identifying and Satisfying Customer Needs

212

(1)

Post-Sale Service Strategy

213

(1)

Executive Summary

213

(1)

Notes

214

(3)

Developing Pricing Strategies and Programs

217

(22)

Understanding Pricing

218

(1)

How Companies Price

218

(1)

Consumer Psychology and Pricing

218

(1)

Setting the Price

219

(11)

Step 1: Selecting the Pricing Objective

220

(1)

Step 2: Determining Demand

220

(2)

Step 3: Estimating Costs

222

(1)

Step 4: Analyzing Competitors' Costs, Prices, and Offers

223

(1)

Step 5: Selecting a Pricing Method

224

(5)

Step 6: Selecting the Final Price

229

(1)

Adapting the Price

230

(3)

Geographical Pricing

230

(1)

Price Discounts and Allowances

230

(1)

Promotional Pricing

231

(1)

Differentiated Pricing

232

(1)

Product-Mix Pricing

232

(1)

Initiating and Responding to Price Changes

233

(3)

Initiating Price Cuts

233

(1)

Initiating Price Increases

233

(1)

Reactions to Price Changes

234

(1)

Responding to Competitors' Price Changes

234

(2)

Executive Summary

236

(1)

Notes

236

(3)

Part V DELIVERING VALUE

239

(39)

Designing and Managing Value Networks and Channels

239

(20)

Marketing Channels and Value Networks

240

(1)

The Importance of Channels

240

(1)

Value Networks

241

(1)

The Role of Marketing Channels

241

(4)

Channel Functions and Flows

242

(2)

Channel Levels

244

(1)

Service Sector Channels

245

(1)

Channel-Design Decisions

245

(3)

Analyzing Customers' Desired Service Output Levels

245

(1)

Establishing Objectives and Constraints

245

(1)

Identifying Major Channel Alternatives

246

(1)

Evaluating the Major Alternatives

247

(1)

Channel-Management Decisions

248

(3)

Selecting Channel Members

248

(1)

Training Channel Members

248

(1)

Motivating Channel Members

249

(1)

Evaluating Channel Members

249

(1)

Modifying Channel Arrangements

249

(2)

Channel Dynamics

251

(3)

Vertical Marketing Systems

251

(1)

Horizontal Marketing Systems

252

(1)

Multichannel Marketing Systems

252

(1)

Conflict, Cooperation, and Competition

252

(2)

Legal and Ethical Issues in Channel Relations

254

(1)

E-Commerce Marketing Practices

254

(2)

Pure-Click Companies

255

(1)

Brick-and-Click Companies

255

(1)

Executive Summary

256

(1)

Notes

256

(3)

Managing Retailing, Wholesaling, and Logistics

259

(19)

Retailing

260

(6)

Types of Retailers

260

(2)

Retailer Marketing Decisions

262

(3)

Trends in Retailing

265

(1)

Private Labels

266

(1)

House Brands

266

(1)

The Private Label Threat

267

(1)

Wholesaling

267

(3)

The Growth and Types of Wholesaling

268

(1)

Wholesaler Marketing Decisions

269

(1)

Trends in Wholesaling

270

(1)

Market Logistics

270

(5)

Integrated Logistics Systems

270

(2)

Market-Logistics Objectives

272

(1)

Market-Logistics Decisions

273

(2)

Market Logistics Lessons

275

(1)

Executive Summary

275

(1)

Notes

276

(2)

Part VI COMMUNICATING VALUE

278

(53)

Designing and Managing Integrated Marketing Communications

278

(16)

The Role of Marketing Communications

279

(3)

Marketing Communications and Brand Equity

279

(1)

Communications Process Models

280

(2)

Developing Effective Communications

282

(6)

Identify the Target Audience

283

(1)

Determine the Communications Objectives

283

(1)

Design the Communications

283

(2)

Select the Communications Channels

285

(2)

Establish the Total Marketing Communications Budget

287

(1)

Deciding on the Marketing Communications Mix

288

(2)

Characteristics of the Marketing Communications Mix

288

(1)

Factors in Setting the Marketing Communications Mix

289

(1)

Measuring Communication Results

290

(1)

Managing the Integrated Marketing Communications Process

290

(1)

Coordinating Media

290

(1)

Implementing IMC

291

(1)

Executive Summary

291

(1)

Notes

292

(2)

Managing Mass Communications

294

(19)

Developing and Managing an Advertising Program

295

(7)

Setting the Objectives

295

(1)

Deciding on the Advertising Budget

296

(1)

Developing the Advertising Campaign

296

(1)

Deciding on Media and Measuring Effectiveness

297

(5)

Sales Promotion

302

(4)

Purpose of Sales Promotion

302

(1)

Major Decisions

303

(3)

Events and Experiences

306

(2)

Events Objectives

306

(1)

Major Decisions

307

(1)

Public Relations

308

(1)

Marketing Public Relations

308

(1)

Major Decisions in Marketing PR

308

(1)

Executive Summary

309

(1)

Notes

310

(3)

Managing Personal Communications

313

(18)

Direct Marketing

314

(3)

The Benefits of Direct Marketing

314

(1)

Direct Mail

314

(1)

Catalog Marketing

315

(1)

Telemarketing

316

(1)

Other Media for Direct-Response Marketing

316

(1)

Interactive Marketing

317

(2)

The Benefits of Interactive Marketing

317

(1)

Designing an Attractive Web Site

317

(1)

Placing Ads and Promotion Online

318

(1)

E-Marketing Guidelines

319

(1)

Designing the Sales Force

319

(4)

Sales Force Objectives and Strategy

320

(1)

Sales Force Structure

321

(1)

Sales Force Size

321

(1)

Sales Force Compensation

322

(1)

Managing the Sales Force

323

(3)

Recruiting and Selecting Sales Representatives

323

(1)

Training and Supervising Sales Representatives

324

(1)

Sales Rep Productivity

324

(1)

Motivating Sales Representatives

325

(1)

Evaluating Sales Representatives

326

(1)

Principles of Personal Selling

326

(1)

Negotiation

326

(1)

Relationship Marketing

327

(1)

Executive Summary

327

(1)

Notes

328

(3)

Part VII CREATING SUCCESSFUL LONG-TERM GROWTH

331

(16)

Managing Marketing in the Global Economy

331

(16)

Managing Global Marketing

332

(5)

Deciding Whether to Go Abroad

332

(1)

Deciding Which Markets to Enter

333

(1)

Deciding How to Enter the Market

334

(1)

Deciding on the Marketing Program

335

(2)

Internal Marketing

337

(3)

Organizing the Marketing Department

337

(3)

Relations with Other Departments

340

(1)

Managing the Marketing Process

340

(4)

Evaluation and Control

341

(1)

Efficiency Control

342

(1)

Strategic Control

342

(2)

Executive Summary

344

(1)

Notes

344

(3)

Glossary

347

(6)

Index

353

Amazon no longer offers textbook rentals. We do!

Framework for Marketing Management, A

Framework for Marketing Management, A

9780131452589

0131452584

Summary

Table of Contents

Supplemental Materials

Write a Review

Amazon no longer offers textbook rentals. We do!

Framework for Marketing Management, A

Framework for Marketing Management, A

9780131452589

0131452584

Summary

Table of Contents

Supplemental Materials

Write a Review

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