| 000 | 19855cam a2200529 a 4500 | ||
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| 999 |
_c7806 _d7806 |
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| 001 | 693750967 | ||
| 003 | OCoLC | ||
| 005 | 20181218090454.0 | ||
| 008 | 101216s2012 maua b 001 0 eng | ||
| 010 | _a2010052017 | ||
| 020 | _a9780132167123 | ||
| 020 | _a0132167123 | ||
| 035 | _a.b70072863 | ||
| 040 |
_aDLC _cDLC _dYDX _dYDXCP _dBWX _dINU _dUtOrBLW |
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| 049 | _aOSUU | ||
| 050 | 0 | 0 |
_aHF5415 _b.K636 2012 |
| 050 | 0 | 0 |
_aHF5415 _b.K636 2012 |
| 082 | 0 | 0 |
_a658.8 _222 |
| 100 | 1 | _aKotler, Philip | |
| 245 | 1 | 0 |
_aPrinciples of marketing / _cPhilip Kotler, Gary Armstrong |
| 250 | _a14th ed | ||
| 260 |
_aBoston : _bPearson Prentice Hall, _c2012 |
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| 300 |
_axxiv, 613, [97] p. : _bcol. ill. ; _c29 cm |
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| 504 | _aIncludes bibliographical references. | ||
| 505 | 0 | 0 |
_gMachine generated contents note: _gpt. 1 _tDefining Marketing and the Marketing Process -- _g1. _tMarketing: Creating and Capturing Customer Value -- _tWhat Is Marketing? -- _tMarketing Defined -- _tThe Marketing Process -- _tUnderstanding the Marketplace and Customer Needs -- _tCustomer Needs, Wants, and Demands -- _tMarket Offerings -- Products, Services, and Experiences -- _tCustomer Value and Satisfaction -- _tExchanges and Relationships -- _tMarkets -- _tDesigning a Customer-Driven Marketing Strategy -- _tSelecting Customers to Serve -- _tChoosing a Value Proposition -- _tMarketing Management Orientations -- _tPreparing an Integrated Marketing Plan and Program -- _tBuilding Customer Relationships -- _tCustomer Relationship Management -- _tThe Changing Nature of Customer Relationships -- _tPartner Relationship Management -- _tCapturing Value from Customers -- _tCreating Customer Loyalty and Retention -- _tGrowing Share of Customer -- _tBuilding Customer Equity -- _tThe Changing Marketing Landscape -- _tThe Uncertain Economic Environment |
| 505 | 0 | 0 |
_tThe Digital Age -- _tRapid Globalization -- _tSustainable Marketing -- The Call for More Social Responsibility -- _tThe Growth of Not-for-Profit Marketing -- _tSo, What Is Marketing? Pulling It All Together -- _tReviewing Objectives and Key Terms -- _tKey Terms -- _tDiscussing & Applying the Concepts -- _tFocus on Technology -- _tFocus on Ethics -- _tMarketing & the Economy -- _tMarketing by the Numbers -- _tVideo Case: Stew Leonard's -- _tCompany Case: JetBlue: Delighting Customers Through Happy Jetting -- _g2. _tCompany and Marketing Strategy: Partnering to Build Customer Relationships -- _tCompany-Wide Strategic Planning: Defining Marketing's Role -- _tDefining a Market-Oriented Mission -- _tSetting Company Objectives and Goals -- _tDesigning the Business Portfolio -- _tPlanning Marketing: Partnering to Build Customer Relationships -- _tPartnering with Other Company Departments -- _tPartnering with Others in the Marketing System -- _tMarketing Strategy and the Marketing Mix -- _tCustomer-Driven Marketing Strategy -- _tDeveloping an Integrated Marketing Mix -- _tManaging the Marketing Effort |
| 505 | 0 | 0 |
_tMarketing Analysis -- _tMarketing Planning -- _tMarketing Implementation -- _tMarketing Department Organization -- _tMarketing Control -- _tMeasuring and Managing Return on Marketing Investment -- _tReviewing Objectives and Key Terms -- _tKey Terms -- _tDiscussing & Applying the Concepts -- _tFocus on Technology -- _tFocus on Ethics -- _tMarketing & the Economy -- _tMarketing by the Numbers -- _tVideo Case: Live Nation -- _tCompany Case: Trap-Ease America: The Big Cheese of Mousetraps -- _gpt. 2 _tUnderstanding the Marketplace and Consumers -- _g3. _tAnalyzing the Marketing Environment -- _tThe Microenvironment -- _tThe Company -- _tSuppliers -- _tMarketing Intermediaries -- _tCompetitors -- _tPublics -- _tCustomers -- _tThe Macroenvironment -- _tThe Demographic Environment -- _tThe Economic Environment -- _tThe Natural Environment -- _tThe Technological Environment -- _tThe Political and Social Environment -- _tThe Cultural Environment -- _tResponding to the Marketing Environment -- _tReviewing Objectives and Key Terms -- _tKey Terms -- _tDiscussing & Applying the Concepts -- _tFocus on Technology |
| 505 | 0 | 0 |
_tFocus on Ethics -- _tMarketing & the Economy -- _tMarketing by the Numbers -- _tVideo Case: TOMS Shoes -- _tCompany Case: Target: From "Expect More" to "Pay Less" -- _g4. _tManaging Marketing Information to Gain Customer Insights -- _tMarketing Information and Customer Insights -- _tAssessing Marketing Information Needs -- _tDeveloping Marketing Information -- _tInternal Data -- _tCompetitive Marketing Intelligence -- _tMarketing Research -- _tDefining the Problem and Research Objectives -- _tDeveloping the Research Plan -- _tGathering Secondary Data -- _tPrimary Data Collection -- _tImplementing the Research Plan -- _tInterpreting and Reporting the Findings -- _tAnalyzing and Using Marketing Information -- _tCustomer Relationship Management -- _tDistributing and Using Marketing Information -- _tOther Marketing Information Considerations -- _tMarketing Research in Small Businesses and Nonprofit Organizations -- _tInternational Marketing Research -- _tPublic Policy and Ethics in Marketing Research -- _tReviewing Objectives and Key Terms -- _tKey Terms -- _tDiscussing & Applying the Concepts |
| 505 | 0 | 0 |
_tFocus on Technology -- _tFocus on Ethics -- _tMarketing & the Economy -- _tMarketing by the Numbers -- _tVideo Case: Radian6 -- _tCompany Case: Harrah's Entertainment: Hitting the CRM Jackpot -- _g5. _tConsumer Markets and Consumer Buyer Behavior -- _tModel of Consumer Behavior -- _tCharacteristics Affecting Consumer Behavior -- _tCultural Factors -- _tSocial Factors -- _tPersonal Factors -- _tPsychological Factors -- _tTypes of Buying Decision Behavior -- _tComplex Buying Behavior -- _tDissonance-Reducing Buying Behavior -- _tHabitual Buying Behavior -- _tVariety-Seeking Buying Behavior -- _tThe Buyer Decision Process -- _tNeed Recognition -- _tInformation Search -- _tEvaluation of Alternatives -- _tPurchase Decision -- _tPostpurchase Behavior -- _tThe Buyer Decision Process for New Products -- _tStages in the Adoption Process -- _tIndividual Differences in Innovativeness -- _tInfluence of Product Characteristics on Rate of Adoption -- _tReviewing Objectives and Key Terms -- _tKey Terms -- _tDiscussing & Applying the Concepts -- _tFocus on Technology -- _tFocus on Ethics -- _tMarketing & the Economy -- _tMarketing by the Numbers -- _tVideo Case: Radian6 -- _tCompany Case: Porsche: Guarding the Old While Bringing in the New |
| 505 | 0 | 0 |
_g6. _tBusiness Markets and Business Buyer Behavior -- _tBusiness Markets -- _tMarket Structure and Demand -- _tNature of the Buying Unit -- _tTypes of Decisions and the Decision Process -- _tBusiness Buyer Behavior -- _tMajor Type of Buying Situations -- _tParticipants in the Business Buying Process -- _tMajor Influences on Business Buyers -- _tThe Business Buying Process -- _tE-Procurement: Buying on the Internet -- _tInstitutional and Government Markets -- _tInstitutional Markets -- _tGovernment Markets -- _tReviewing Objectives and Key Terms -- _tKey Terms -- _tDiscussing & Applying the Concepts -- _tFocus on Technology -- _tFocus on Ethics -- _tMarketing & the Economy -- _tMarketing by the Numbers -- _tVideo Case: Eaton -- _tCompany Case: Cisco Systems: Solving Business Problems Through Collaboration -- _gpt. 3 _tDesigning a Customer-Driven Strategy and Mix -- _g7. _tCustomer-Driven Marketing Strategy: Creating Value for Target Customers -- _tMarket Segmentation -- _tSegmenting Consumer Markets -- _tSegmenting Business Markets -- _tSegmenting International Markets -- _tRequirements for Effective Segmentation -- _tMarket Targeting -- _tEvaluating Market Segments -- _tSelecting Target Market Segments -- _tDifferentiation and Positioning |
| 505 | 0 | 0 |
_tPositioning Maps -- _tChoosing a Differentiation and Positioning Strategy -- _tCommunicating and Delivering the Chosen Position -- _tReviewing Objectives and Key Terms -- _tKey Terms -- _tDiscussing & Applying the Concepts -- _tFocus on Technology -- _tFocus on Ethics -- _tMarketing & the Economy -- _tMarketing by the Numbers -- _tVideo Case: Meredith -- _tCompany Case: Starbucks: Just Who Is the Starbucks Customer? -- _g8. _tProducts, Services, and Brands: Building Customer Value -- _tWhat Is a Product? -- _tProducts, Services, and Experiences -- _tLevels of Product and Services -- _tProduct and Service Classifications -- _tProduct and Service Decisions -- _tIndividual Product and Service Decisions -- _tProduct Line Decisions -- _tProduct Mix Decisions -- _tServices Marketing -- _tThe Nature and Characteristics of a Service -- _tMarketing Strategies for Service Firms -- _tBranding Strategy: Building Strong Brands -- _tBrand Equity -- _tBuilding Strong Brands -- _tManaging Brands -- _tReviewing Objectives and Key Terms -- _tKey Terms -- _tDiscussing & Applying the Concepts -- _tFocus on Technology -- _tFocus on Ethics |
| 505 | 0 | 0 |
_tMarketing & the Economy -- _tMarketing by the Numbers -- _tVideo Case: General Mills -- GoGurt -- _tCompany Case: Las Vegas: What's Not Happening in Vegas -- _g9. _tNew Product Development and Product Life-Cycle Strategies -- _tNew-Product Development Strategy -- _tThe New-Product Development Process -- _tIdea Generation -- _tIdea Screening -- _tConcept Development and Testing -- _tMarketing Strategy Development -- _tBusiness Analysis -- _tProduct Development -- _tTest Marketing -- _tCommercialization -- _tManaging New-Product Development -- _tCustomer-Centered New-Product Development -- _tTeam-Based New-Product Development -- _tSystematic New-Product Development -- _tNew-Product Development in Turbulent Times -- _tProduct Life-Cycle Strategies -- _tIntroduction Stage -- _tGrowth Stage -- _tMaturity Stage -- _tDecline Stage -- _tAdditional Product and Service Considerations -- _tProduct Decisions and Social Responsibility -- _tInternational Product and Services Marketing -- _tReviewing Objectives and Key Terms -- _tKey Terms -- _tDiscussing & Applying the Concepts -- _tFocus on Technology -- _tFocus on Ethics |
| 505 | 0 | 0 |
_tMarketing & the Economy -- _tMarketing by the Numbers -- _tVideo Case: General Mills -- FiberOne -- _tCompany Case: Samsung: From Gallop to Run -- _g10. _tPricing: Understanding and Capturing Customer Value -- _tWhat Is a Price? -- _tMajor Pricing Strategies -- _tCustomer Value-Based Pricing -- _tCost-Based Pricing -- _tCompetition-Based Pricing -- _tOther Internal and External Considerations Affecting Price Decisions -- _tOverall Marketing Strategy, Objectives, and Mix -- _tOrganizational Considerations -- _tThe Market and Demand -- _tThe Economy -- _tOther External Factors -- _tReviewing Objectives and Key Terms -- _tKey Terms -- _tDiscussing & Applying the Concepts -- _tFocus on Technology -- _tFocus on Ethics -- _tMarketing & the Economy -- _tMarketing by the Numbers -- _tVideo Case: IKEA |
| 505 | 0 | 0 |
_aNote continued: _tCompany Case: Southwest Airlines: Balancing the Price-Value Equation -- _g11. _tPricing Strategies -- _tNew-Product Pricing Strategies -- _tMarket-Skimming Pricing -- _tMarket-Penetration Pricing -- _tProduct Mix Pricing Strategies -- _tProduct Line Pricing -- _tOptional Product Pricing -- _tCaptive Product Pricing -- _tBy-Product Pricing -- _tProduct Bundle Pricing -- _tPrice Adjustment Strategies -- _tDiscount and Allowance Pricing -- _tSegmented Pricing -- _tPsychological Pricing -- _tPromotional Pricing -- _tGeographical Pricing -- _tDynamic Pricing -- _tInternational Pricing -- _tPrice Changes -- _tInitiating Price Changes -- _tResponding to Price Changes -- _tPublic Policy and Marketing -- _tPricing within Channel Levels -- _tPricing Across Channel Levels -- _tReviewing Objectives and Key Terms -- _tKey Terms -- _tDiscussing & Applying the Concepts -- _tFocus on Technology -- _tFocus on Ethics -- _tMarketing & the Economy -- _tMarketing by the Numbers -- _tVideo Case: Smashburger -- _tCompany Case: Payless ShoeSource: Paying Less for Fashion |
| 505 | 0 | 0 |
_g12. _tMarketing Channels: Delivering Customer Value -- _tSupply Chains and the Value Delivery Network -- _tThe Nature and Importance of Marketing Channels -- _tHow Channel Members Add Value -- _tNumber of Channel Levels -- _tChannel Behavior and Organization -- _tChannel Behavior -- _tVertical Marketing Systems -- _tHorizontal Marketing Systems -- _tMultichannel Distribution Systems -- _tChanging Channel Organization -- _tChannel Design Decisions -- _tAnalyzing Consumer Needs -- _tSetting Channel Objectives -- _tIdentifying Major Alternatives -- _tEvaluating the Major Alternatives -- _tDesigning International Distribution Channels -- _tChannel Management Decisions -- _tSelecting Channel Members -- _tManaging and Motivating Channel Members -- _tEvaluating Channel Members -- _tPublic Policy and Distribution Decisions -- _tMarketing Logistics and Supply Chain Management -- _tNature and Importance of Marketing Logistics -- _tGoals of the Logistics System -- _tMajor Logistics Functions -- _tIntegrated Logistics Management -- _tReviewing Objectives and Key Terms -- _tKey Terms -- _tDiscussing & Applying the Concepts -- _tFocus on Technology |
| 505 | 0 | 0 |
_tFocus on Ethics -- _tMarketing & the Economy -- _tMarketing by the Numbers -- _tVideo Case: Progressive -- _tCompany Case: Netflix: Disintermediator or Disintermediated? -- _g13. _tRetailing and Wholesaling -- _tRetailing -- _tTypes of Retailers -- _tRetailer Marketing Decisions -- _tRetailing Trends and Developments -- _tWholesaling -- _tTypes of Wholesalers -- _tWholesaler Marketing Decisions -- _tTrends in Wholesaling -- _tReviewing Objectives and Key Terms -- _tKey Terms -- _tDiscussing & Applying the Concepts -- _tFocus on Technology -- _tFocus on Ethics -- _tMarketing & the Economy -- _tMarketing by the Numbers -- _tVideo Case: Zappos.com -- _tCompany Case: Tesco Fresh & Easy: Another British Invasion -- _g14. _tCommunicating Customer Value: Integrated Marketing Communications Strategy -- _tThe Promotion Mix -- _tIntegrated Marketing Communications -- _tThe New Marketing Communications Model -- _tThe Need for Integrated Marketing Communications -- _tA View of the Communication Process -- _tSteps in Developing Effective Marketing Communication |
| 505 | 0 | 0 |
_tIdentifying the Target Audience -- _tDetermining the Communication Objectives -- _tDesigning a Message -- _tChoosing Media -- _tSelecting the Message Source -- _tCollecting Feedback -- _tSetting the Total Promotion Budget and Mix -- _tSetting the Total Promotion Budget -- _tShaping the Overall Promotion Mix -- _tIntegrating the Promotion Mix -- _tSocially Responsible Marketing Communication -- _tAdvertising and Sales Promotion -- _tPersonal Selling -- _tReviewing Objectives and Key Terms -- _tKey Terms -- _tDiscussing & Applying the Concepts -- _tFocus on Technology -- _tFocus on Ethics -- _tMarketing & the Economy -- _tMarketing by the Numbers -- _tVideo Case: CP + B -- _tCompany Case: Pepsi: Can a Soda Really Make the World a Better Place? -- _g15. _tAdvertising and Public Relations -- _tAdvertising -- _tSetting Advertising Objectives -- _tSetting the Advertising Budget -- _tDeveloping Advertising Strategy -- _tEvaluating Advertising Effectiveness and the Return on Advertising Investment -- _tOther Advertising Considerations -- _tPublic Relations |
| 505 | 0 | 0 |
_tThe Role and Impact of PR -- _tMajor Public Relations Tools -- _tReviewing Objectives and Key Terms -- _tKey Terms -- _tDiscussing & Applying the Concepts -- _tFocus on Technology -- _tFocus on Ethics -- _tMarketing & the Economy -- _tMarketing by the Numbers -- _tVideo Case: E*TRADE -- _tCompany Case: OgilvyOne: It's Not Creative Unless It Sells -- _g16. _tPersonal Selling and Sales Promotion -- _tPersonal Selling -- _tThe Nature of Personal Selling -- _tThe Role of the Sales Force -- _tManaging the Sales Force -- _tDesigning the Sales Force Strategy and Structure -- _tRecruiting and Selecting Salespeople -- _tTraining Salespeople -- _tCompensating Salespeople -- _tSupervising and Motivating Salespeople -- _tEvaluating Salespeople and Sales Force Performance -- _tThe Personal Selling Process -- _tSteps in the Selling Process -- _tPersonal Selling and Managing Customer Relationships -- _tSales Promotion -- _tThe Rapid Growth of Sales Promotion -- _tSales Promotion Objectives -- _tMajor Sales Promotion Tools -- _tDeveloping the Sales Promotion Program |
| 505 | 0 | 0 |
_tReviewing Objectives and Key Terms -- _tKey Terms -- _tDiscussing & Applying the Concepts -- _tFocus on Technology -- _tFocus on Ethics -- _tMarketing & the Economy -- _tMarketing by the Numbers -- _tVideo Case: Nestle Waters -- _tCompany Case: HP: Overhauling a Vast Corporate Sales Force -- _g17. _tDirect and Online Marketing: Building Direct Customer Relationships -- _tThe New Direct Marketing Model -- _tGrowth and Benefits of Direct Marketing -- _tBenefits to Buyers -- _tBenefits to Sellers -- _tCustomer Databases and Direct Marketing -- _tForms of Direct Marketing -- _tDirect-Mail Marketing -- _tCatalog Marketing -- _tTelephone Marketing -- _tDirect-Response Television Marketing -- _tKiosk Marketing -- _tNew Digital Direct Marketing Technologies -- _tOnline Marketing -- _tMarketing and the Internet -- _tOnline Marketing Domains -- _tSetting Up an Online Marketing Presence -- _tPublic Policy Issues in Direct Marketing -- _tIrritation, Unfairness, Deception, and Fraud -- _tInvasion of Privacy -- _tA Need for Action -- _tReviewing Objectives and Key Terms |
| 505 | 0 | 0 |
_tKey Terms -- _tDiscussing & Applying the Concepts -- _tFocus on Technology -- _tFocus on Ethics -- _tMarketing & the Economy -- _tMarketing by the Numbers -- _tVideo Case: Zappos.com -- _tCompany Case: EBay: Fixing an Online Marketing Pioneer -- _gpt. 4 _tExtending Marketing -- _g18. _tCreating Competitive Advantage -- _tCompetitor Analysis -- _tIdentifying Competitors -- _tAssessing Competitors -- _tSelecting Competitors to Attack and Avoid -- _tDesigning a Competitive Intelligence System -- _tCompetitive Strategies -- _tApproaches to Marketing Strategy -- _tBasic Competitive Strategies -- _tCompetitive Positions -- _tMarket Leader Strategies -- _tMarket Challenger Strategies -- _tMarket Follower Strategies -- _tMarket Nicher Strategies -- _tBalancing Customer and Competitor Orientations -- _tReviewing Objectives and Key Terms -- _tKey Terms -- _tDiscussing & Applying the Concepts -- _tFocus on Technology -- _tFocus on Ethics -- _tMarketing & the Economy -- _tMarketing by the Numbers -- _tVideo Case: Umpqua Bank -- _tCompany Case: Ford: Resurrecting an Iconic Company |
| 505 | 0 | 0 |
_g19. _tThe Global Marketplace -- _tGlobal Marketing Today -- _tLooking at the Global Marketing Environment -- _tThe International Trade System -- _tEconomic Environment -- _tPolitical-Legal Environment -- _tCultural Environment -- _tDeciding Whether to Go Global -- _tDeciding Which Markets to Enter -- _tDeciding How to Enter the Market -- _tExporting -- _tJoint Venturing -- _tDirect Investment -- _tDeciding on the Global Marketing Program -- _tProduct -- _tPromotion -- _tPrice -- _tDistribution Channels -- _tDeciding on the Global Marketing Organization -- _tReviewing Objectives and Key Terms -- _tKey Terms -- _tDiscussing & Applying the Concepts -- _tFocus on Technology -- _tFocus on Ethics -- _tMarketing & the Economy -- _tMarketing by the Numbers -- _tVideo Case: Monster -- _tCompany Case: Nokia: Envisioning a Connected World -- _g20. _tSustainable Marketing: Social Responsibility and Ethics -- _tSustainable Marketing -- _tSocial Criticisms of Marketing -- _tMarketing's Impact on Individual Consumers -- _tMarketing's Impact on Society as a Whole |
| 505 | 0 | 0 |
_tMarketing's Impact on Other Businesses -- _tConsumer Actions to Promote Sustainable Marketing -- _tConsumerism -- _tEnvironmentalism -- _tPublic Actions to Regulate Marketing -- _tBusiness Actions Toward Sustainable Marketing -- _tSustainable Marketing Principles -- _tMarketing Ethics -- _tThe Sustainable Company -- _tReviewing Objectives and Key Terms -- _tKey Terms -- _tDiscussing & Applying the Concepts -- _tFocus on Technology -- _tFocus on Ethics -- _tMarketing & the Economy -- _tMarketing by the Numbers -- _tVideo Case: Land Rover -- _tCompany Case: International Paper: Combining Industry and Social Responsibility |
| 650 | 0 | _aMarketing | |
| 700 | 1 |
_aArmstrong, Gary _q(Gary M.) |
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| 942 |
_2ddc _cBK |
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