Marketing and Key Terms
Marketin
Global Edition 14
PHILIP
Kotler
Northwestern University
GARY Armstrong
University of North Carolina
Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo
Part 1: Defining Marketing and the Marketing Process (Chapters 1-2)
Contents
Preface 16
Part 2: Understanding the Marketplace and Consumers (Chapters 3-6) Part 3: Designing a Customer-Driven Strategy and Mix (Chapters 7-17) Part 4: Extending Marketing (Chapters 18-20)
Planning Marketing: Partnering to Build Customer Relationships 69
Partnering with Other Company Departments 70 I Partnering with Others in the Marketing System 71
Part 1: Defining Marketing and the Marketing Process 26
Marketing Strategy and the Marketing Mix 72
Marketing: Creating and Capturing Customer Value 26
What Is Marketing? 28
Marketing Defined 29 I The Marketing Process 29 Understanding the Marketplace and Customer Needs 30 Customer Needs, Wants, and Demands 30 I Market Offerings— Products, Services, and Experiences 30 I Customer Value and Satisfaction 31 I Exchanges and Relationships 31 I Markets 31 Designing a Customer-Driven Marketing Strategy 32 Selecting Customers to Serve 32 I Choosing a Value Proposition 33 I Marketing Management Orientations 33
Customer-Driven Marketing Strategy 72 I Developing an Integrated Marketing Mix 75
Managing the Marketing Effort 77
Marketing Analysis 77 I Marketing Planning 78 I Marketing Implementation 78 I Marketing Department Organization 79 I Marketing Control 80 Measuring and Managing Return on Marketing Investment 81 Reviewing Objectives and Key Terms 83 I Key Terms 84 I Discussing & Applying the Concepts 84 I Focus on Technology 84 I Focus on Ethics 85 I Marketing & the Economy 85 I Marketing by the Numbers 85
Preparing an Integrated Marketing Plan and Program 36 Building
Global Edition 14
PHILIP
Kotler
Northwestern University
GARY Armstrong
University of North Carolina
Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo
Part 1: Defining Marketing and the Marketing Process (Chapters 1-2)
Contents
Preface 16
Part 2: Understanding the Marketplace and Consumers (Chapters 3-6) Part 3: Designing a Customer-Driven Strategy and Mix (Chapters 7-17) Part 4: Extending Marketing (Chapters 18-20)
Planning Marketing: Partnering to Build Customer Relationships 69
Partnering with Other Company Departments 70 I Partnering with Others in the Marketing System 71
Part 1: Defining Marketing and the Marketing Process 26
Marketing Strategy and the Marketing Mix 72
Marketing: Creating and Capturing Customer Value 26
What Is Marketing? 28
Marketing Defined 29 I The Marketing Process 29 Understanding the Marketplace and Customer Needs 30 Customer Needs, Wants, and Demands 30 I Market Offerings— Products, Services, and Experiences 30 I Customer Value and Satisfaction 31 I Exchanges and Relationships 31 I Markets 31 Designing a Customer-Driven Marketing Strategy 32 Selecting Customers to Serve 32 I Choosing a Value Proposition 33 I Marketing Management Orientations 33
Customer-Driven Marketing Strategy 72 I Developing an Integrated Marketing Mix 75
Managing the Marketing Effort 77
Marketing Analysis 77 I Marketing Planning 78 I Marketing Implementation 78 I Marketing Department Organization 79 I Marketing Control 80 Measuring and Managing Return on Marketing Investment 81 Reviewing Objectives and Key Terms 83 I Key Terms 84 I Discussing & Applying the Concepts 84 I Focus on Technology 84 I Focus on Ethics 85 I Marketing & the Economy 85 I Marketing by the Numbers 85
Preparing an Integrated Marketing Plan and Program 36 Building
References: Rl Glossary Gl Credits Cl Index II Deciding Whether to Go Global 584 Deciding Which Markets to Enter 585 Deciding How to Enter the Market 586 Exporting 586 I Joint Venturing 587 I Direct Investment 589