A framework for marketing management
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| Hauptverfasser: | , |
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| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Upper Saddle River, N.J.
Pearson Prentice Hall
2007
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| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
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| 245 | 1 | 0 | |a A framework for marketing management |c Philip Kotler ; Kevin Lane Keller |
| 250 | |a 3. ed. | ||
| 264 | 1 | |a Upper Saddle River, N.J. |b Pearson Prentice Hall |c 2007 | |
| 300 | |a XXII, 360 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 650 | 4 | |a Marketing |x Management | |
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| 655 | 7 | |8 1\p |0 (DE-588)4522595-3 |a Fallstudiensammlung |2 gnd-content | |
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Datensatz im Suchindex
| _version_ | 1819652566951133184 |
|---|---|
| adam_text | Brief Contents
Preface xv
Parti UNDERSTANDING MARKETING MANAGEMENT 1
1. Defining Marketing for the Twenty First Century 1
2. Developing and Implementing Marketing Strategies and Plans 21
3. Understanding Markets, Market Demand, and the Marketing
Environment 40
Part II CONNECTING WITH CUSTOMERS 63
4. Creating Customer Value, Satisfaction, and Loyalty 63
5. Analyzing Consumer Markets 83
6. Analyzing Business Markets 101
7. Identifying Market Segments and Targets 116
Part III BUILDING STRONG BRANDS 135
8. Creating Brand Equity 135
9. Creating Positioning and Dealing with Competition 154
Part IV SHAPING THE MARKET OFFERINGS 177
10. Setting Product Strategy and Marketing Through the Life Cycle 177
11. Designing and Managing Services 200
12. Designing Pricing Strategies and Programs 217
PartV DELIVERING VALUE 239
13. Designing and Managing Value Networks and Channels 239
14. Managing Retailing, Wholesaling, and Logistics 259
Part VI COMMUNICATING VALUE 278
15. Designing and Managing Integrated Marketing Communications 278
16. Managing Mass Communications 294
17. Managing Personal Communications 313
Part VII CREATING SUCCESSFUL LONG TERM GROWTH 331
18. Managing Marketing in the Global Economy 331
Glossary 347
Index 353
Contents
Preface xv
Parti UNDERSTANDING MARKETING MANAGEMENT 1
1. Defining Marketing for the Twenty First Century 1
The Importance of Marketing 2
The Scope of Marketing 2
What Is Marketing? 3
Exchange and Transactions 3
What Is Marketed? 4
Marketers and Markets S
Company Orientations Toward the Marketplace 6
The Production Concept 6
The Product Concept 7
The Selling Concept 7
The Marketing Concept 7
The Holistic Marketing Concept 8
Fundamental Marketing Concepts, Trends, and Tasks 12
Core Concepts 12
Marketing Management Tasks IS
Executive Summary 17
Notes 18
2. Developing and Implementing Marketing Strategies
and Plans 21
Marketing and Customer Value 22
The Value Delivery Process 22
The Value Chain 23
Core Competencies 24
A Holistic Marketing Orientation and Customer
Value 25
Corporate and Division Strategic Planning 26
Defining the Corporate Mission 26 ,
Establishing Strategic Business Units (SBUs) 21
Assessing Growth Opportunities 28
Organization and Organizational Culture 29
Business Unit Strategic Planning 29
Business Mission 30
SWOT Analysis 30
Goal Formulation 31
Strategy Formulation 31
Program Formulation and Implementation 32
Feedback and Control 33
The Nature and Contents of a Marketing Plan 3 3
Measuring Marketing Performance 34
Using Marketing Metrics 34
Measuring Marketing Plan Performance 35
Using Profitability Analysis 36
Executive Summary 37
Notes 38
3. Understanding Markets, Market Demand,
and the Marketing Environment 40
Supporting Marketing Decisions With Information, Intelligence,
and Research 41
Internal Records 41
Marketing Intelligence System 42
Marketing Research System 42
Forecasting and Demand Measurement 48
Which Market to Measure? 48
Demand Measurement 49
Company Demand and Sales Forecast 50
Estimating Current Demand 50
Estimating Future Demand 51
Macroenvironmental Trends and Forces 52
Demographic Environment 53
Economic Environment 55
Social Cultural Environment 56
Natural Environment 58
Technological Environment 58
Political Legal Environment 59
Executive Summary 60
Notes 61
Part II CONNECTING WITH CUSTOMERS 63
4. Creating Customer Value, Satisfaction, and Loyalty 63
Defining Customer Value and Satisfaction 64
Customer Perceived Value 64
Total Customer Satisfaction 66
Measuring Satisfaction 66
Product and Service Quality 68
Maximizing Customer Lifetime Value 68
Customer Profitability and Competitive Advantage 69
Measuring Customer Lifetime Value 10
Customer Equity 11
Cultivating Customer Relationships 72
Attracting, Retaining, and Growing Customers 12
Building Loyalty IS
Reducing Customer Defection 15
Forming Strong Customer Bonds 16
Customer Databases and Database Marketing 11
Executive Summary 79
Notes 80
5. Analyzing Consumer Markets 83
What Influences Consumer Behavior? 84
Cultural Factors 84
Social Factors 85
Personal Factors 81
Key Psychological Processes 88
The Buying Decision Process: The Five Stage Model 91
Problem Recognition 92
Information Search 92
Evaluation of Alternatives 93
Purchase Decisions 94
Postpurchase Behavior 95
Executive Summary 97
Notes 98
6. Analyzing Business Markets 101
What Is Organizational Buying? 102
The Business Market Versus the Consumer Market 102
Institutional and Organizational Markets 102
Buying Situations 104
Systems Buying and Selling 105
Participants In the Business Buying Process 106
The Buying Center 106
Buying Center Influences 106
Buying Center Targeting 108
Stages In the Business Buying Process 109
Problem Recognition 109
General Need Description and Product
Specification 109
Supplier Search 110
Proposal Solicitation 110
Supplier Selection 111
Order Routine Specification 111
Performance Review 112
Business Relationships: Risks and Opportunism 112
Executive Summary 113
Notes 114
7. Identifying Market Segments and Targets 116
Levels of Market Segmentation 117
Segment Marketing 117
Niche Marketing 111
Local Marketing 118
Customerization 118
Patterns of Market Segmentation 119
Segmenting Consumer and Business Markets 120
Bases for Segmenting Consumer Markets 120
Bases for Segmenting Business Markets 125
Market Targeting 127
Effective Segmentation Criteria 121
Evaluating and Selecting Market Segments 128
Additional Considerations 131
Executive Summary 132
Notes 132
Part III BUILDING STRONG BRANDS 135
8. Creating Brand Equity 135
What Is Brand Equity? 136
The Role of Brands 136
The Scope of Branding 136
Defining Brand Equity 131
: Brand Equity as a Bridge 138
i
Building Brand Equity 138
Choosing Brand Elements 139
Designing Holistic Marketing Activities 140
Leveraging Secondary Associations 142
Measuring Brand Equity 143
Brand Audits 143
Brand Tracking 143
Brand Valuation 144
Managing Brand Equity 144
Brand Reinforcement 144
Brand Revitalization 144
Brand Crisis 145
Developing A Brand Strategy 146
The Branding Decision: To Brand or Not to Brand? 146
Brand Extensions 148
Brand Portfolios 149
Executive Summary 150
Notes 151
9. Creating Positioning and Dealing with Competition 154
Developing and Communicating a Positioning Strategy 155
Competitive Frame of Reference 156
Points of Parity and Points of Difference 156
Establishing Category Membership 151
Choosing POPs and PODs 151
Creating POPs and PODs 158
Differentiation Strategies 159
Product Differentiation 159
Services Differentiation 160
Personnel Differentiation 161
Channel Differentiation 161
Image Differentiation 161
Competitive Forces and Competitors 161
Identifying Competitors 162
Industry Concept of Competition 163
Market Concept of Competition 164
Analyzing Competitors 165
Strategies 166
Objectives 166
Strengths and Weaknesses 166
Selecting Competitors 161
Competitive Strategies 167
Market Leader Strategies 161
Other Competitive Strategies 110
Market Follower Strategies 112
Market Nicher Strategies 112
Balancing Customer and Competitor
Orientations 112
Executive Summary 173
Notes 174
Part IV SHAPING THE MARKET OFFERINGS 177
10. Setting Product Strategy and Marketing Through
the Life Cycle 177
Product Characteristics and Classifications 178
Product Levels 118
Product Classifications 119
Product Relationships 180
Product Line Analysis 180
Product Line Length 181
Line Modernization, Featuring, and Pruning 181
Packaging, Labeling, Warranties, and Guarantees 182
Packaging 182
Labeling 183
Warranties and Guarantees 183
Managing New Products 183
Why New Products Fail—and Succeed 184
New Product Development 185
The Consumer Adoption Process 190
Stages in the Adoption Process 191
Factors Influencing the Adoption Process 191
Marketing Through the Product Life Cycle 192
Product Life Cycles 192
Marketing Strategies: Introduction Stage and the Pioneer
Advantage 193
Marketing Strategies: Growth Stage 193
Marketing Strategies: Maturity Stage 194
Marketing Strategies: Decline Stage 194
Critique of the Product Life Cycle Concept 196
Executive Summary 196
: Notes 197
11. Designing and Managing Services 200
The Nature of Services 201
Categories of Service Mix 201
Distinctive Characteristics of Services 202
Marketing Strategies for Service Firms 204
A Shifting Customer Relationship 204
Holistic Marketing for Services 205
Differentiating Services 206
Developing Brand Strategies for Services 201
Managing Service Quality 208
Customer Expectations 208
Best Practices of Service Quality Management 209
Managing Product Support Services 212
Identifying and Satisfying Customer Needs 212
Post Sale Service Strategy 213
Executive Summary 213
Notes 214
12. Developing Pricing Strategies and Programs 217
Understanding Pricing 218
How Companies Price 218
Consumer Psychology and Pricing 218
Setting the Price 219
Step 1: Selecting the Pricing Objective 220
Step 2: Determining Demand 220
Step 3: Estimating Costs 222
Step 4: Analyzing Competitors Costs, Prices,
and Offers 223
Step 5: Selecting a Pricing Method 224
Step 6: Selecting the Final Price 229
Adapting the Price 230
Geographical Pricing 230
Price Discounts and Allowances 230
Promotional Pricing 231
Differentiated Pricing 232
Product Mix Pricing 232
Initiating and Responding to Price Changes 233
Initiating Price Cuts 233
Initiating Price Increases 233
Reactions to Price Changes 234
Responding to Competitors Price Changes 234
Executive Summary 236
Notes 236
PartV DELIVERING VALUE 239
13. Designing and Managing Value Networks
and Channels 239
s
| Marketing Channels and Value Networks 240
The Importance of Channels 240
Value Networks 241
I The Role of Marketing Channels 241
f Channel Functions and Flows 242
Channel Levels 244
Service Sector Channels 245
Channel Design Decisions 245
Analyzing Customers Desired Service Output Levels 245
Establishing Objectives and Constraints 245
Identifying Major Channel Alternatives 246
Evaluating the Major Alternatives 241
Channel Management Decisions 248
, Selecting Channel Members 248
Training Channel Members 248
Motivating Channel Members 249
Evaluating Channel Members 249
Modifying Channel Arrangements 249
Channel Dynamics 251
Vertical Marketing Systems 251
Horizontal Marketing Systems 252
Multichannel Marketing Systems 252
Conflict, Cooperation, and Competition 252
Legal and Ethical Issues in Channel Relations 254
E Commerce Marketing Practices 254
Pure Click Companies 255
Brick and Click Companies 255
Executive Summary 256
Notes 256
14. Managing Retailing, Wholesaling, and Logistics 259
Retailing 260
Types of Retailers 260
Retailer Marketing Decisions 262
Trends in Retailing 265
Private Labels 266
House Brands 266
The Private Label Threat 261
Wholesaling 267
The Growth and Types of Wholesaling 268
Wholesaler Marketing Decisions 269
Trends in Wholesaling 210
Market Logistics 270
Integrated Logistics Systems 210
Market Logistics Objectives 212
Market Logistics Decisions 213
Market Logistics Lessons 215
Executive Summary 275
Notes 276
Part VI COMMUNICATING VALUE 278
15. Designing and Managing Integrated Marketing
Communications 278
The Role of Marketing Communications 279
Marketing Communications and Brand
Equity 219
Communications Process Models 280
Developing Effective Communications 282
Identify the Target Audience 283
Determine the Communications Objectives 283
Design the Communications 283
Select the Communications Channels 285
Establish the Total Marketing Communications
Budget 281
Deciding on the Marketing Communications Mix 288
Characteristics of the Marketing Communications
Mix 288
Factors in Setting the Marketing Communications
Mix 289
Measuring Communication Results 290
Managing the Integrated Marketing Communications
Process 290
Coordinating Media 290
Implementing IMC 291
Executive Summary 291
Notes 292
16. Managing Mass Communications 294
Developing and Managing an Advertising Program 295
Setting the Objectives 295
Deciding on the Advertising Budget 296
Developing the Advertising Campaign 296
Deciding on Media and Measuring Effectiveness 291
Sales Promotion 302
Purpose of Sales Promotion 302
j Major Decisions 303
Events and Experiences 306
Events Objectives 306
Major Decisions 301
Public Relations 308
! Marketing Public Relations 308
1 Major Decisions in Marketing PR 308
Executive Summary 309
j Notes 310
; 17. Managing Personal Communications 313
! Direct Marketing 314
The Benefits of Direct Marketing 314
Direct Mail 314
Catalog Marketing 315
Telemarketing 316
Other Media for Direct Response Marketing 316
Interactive Marketing 317
The Benefits of Interactive Marketing 311
Designing an Attractive Web Site 311
Placing Ads and Promotion Online 318
E Marketing Guidelines 319
Designing the Sales Force 319
Sales Force Objectives and Strategy 320
Sales Force Structure 321
Sales Force Size 321
Sales Force Compensation 322
Managing the Sales Force 323
Recruiting and Selecting Sales Representatives 323
Training and Supervising Sales Representatives 324
Sales Rep Productivity 324
Motivating Sales Representatives 325
Evaluating Sales Representatives 326
Principles of Personal Selling 326
Negotiation 326
Relationship Marketing 321
Executive Summary 327
Notes 328
Part VII CREATING SUCCESSFUL LONG TERM GROWTH 331
18. Managing Marketing in the Global Economy 331
Managing Global Marketing 332
Deciding Whether to Go Abroad 332
Deciding Which Markets to Enter 333
Deciding How to Enter the Market 334
Deciding on the Marketing Program 335
Internal Marketing 337
Organizing the Marketing Department 331
Relations with Other Departments 340
Managing the Marketing Process 340
Evaluation and Control 341
Efficiency Control 342
Strategic Control 342
Executive Summary 344
Notes 344
Glossary 347
Index 353
|
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| author | Kotler, Philip 1931- Keller, Kevin Lane 1956- |
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| discipline | Wirtschaftswissenschaften |
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| format | Book |
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| id | DE-604.BV021579343 |
| illustrated | Illustrated |
| indexdate | 2024-12-23T19:19:44Z |
| institution | BVB |
| isbn | 0131452584 |
| language | English |
| lccn | 2005056450 |
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| owner_facet | DE-703 DE-473 DE-BY-UBG DE-11 |
| physical | XXII, 360 S. graph. Darst. |
| publishDate | 2007 |
| publishDateSearch | 2007 |
| publishDateSort | 2007 |
| publisher | Pearson Prentice Hall |
| record_format | marc |
| spellingShingle | Kotler, Philip 1931- Keller, Kevin Lane 1956- A framework for marketing management Marketing Management Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4168907-0 (DE-588)4522595-3 |
| title | A framework for marketing management |
| title_auth | A framework for marketing management |
| title_exact_search | A framework for marketing management |
| title_full | A framework for marketing management Philip Kotler ; Kevin Lane Keller |
| title_fullStr | A framework for marketing management Philip Kotler ; Kevin Lane Keller |
| title_full_unstemmed | A framework for marketing management Philip Kotler ; Kevin Lane Keller |
| title_short | A framework for marketing management |
| title_sort | a framework for marketing management |
| topic | Marketing Management Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Marketing Management Marketingmanagement Fallstudiensammlung |
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