Principles of Marketing, 17/e
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Book description
Help readers learn how to create value through customer connections and engagement
In a fast-changing, increasingly digital and social marketplace, it—s more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps readers master today—s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help individuals understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework.
Thoroughly revised to reflect the major trends impacting contemporary marketing, the 17th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.
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Table of contents Product information
Table of contents
- Engage, Assess, Apply with MyMarketingLab®
- Principles of Marketing
- Principles of Marketing
- Dedication
- About the Authors
- Brief Contents
- Contents
- Preface
- The Seventeenth Edition of Kotler/Armstrong’s Principles of Marketing! Setting the World Standard in Marketing Education
- Marketing: Creating Customer Value and Engagement in the Digital and Social Age
- What’s New in the Seventeenth Edition?
- Five Major Customer Value and Engagement Themes
- An Emphasis on Real Marketing and Bringing Marketing to Life
- Learning Aids That Create Value and Engagement
- A Total Teaching and Learning Package
- 1 Marketing Creating Customer Value and Engagement
- Chapter Preview
- Objectives Outline
- What Is Marketing?
- Marketing Defined
- The Marketing Process
- Customer Needs, Wants, and Demands
- Market Offerings—Products, Services, and Experiences
- Customer Value and Satisfaction
- Exchanges and Relationships
- Markets
- Customer Value–Driven Marketing Strategy
- Selecting Customers to Serve
- Choosing a Value Proposition
- Marketing Management Orientations
- The Production Concept
- The Product Concept
- The Selling Concept
- The Marketing Concept
- The Societal Marketing Concept
- Engaging Customers and Managing Customer Relationships
- Customer Relationship Management
- Relationship Building Blocks: Customer Value and Satisfaction
- Customer Relationship Levels and Tools
- Creating Customer Loyalty and Retention
- Growing Share of Customer
- Building Customer Equity
- What Is Customer Equity?
- Building the Right Relationships with the Right Customers
- The Digital Age: Online, Mobile, and Social Media Marketing
- Social Media Marketing
- Mobile Marketing
- Objectives Review and Key Terms
- Objectives Review
- Objective 1-1 Define marketing and outline the steps in the marketing process. (pp 4–6)
- Objective 1-2 Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts. (pp 6–10)
- Objective 1-3 Identify the key elements of a customer value–driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. (pp 10–14)
- Objective 1-4 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. (pp 14–22)
- Objective 1-5 Describe the major trends and forces that are changing the marketing landscape in this age of relationships. (pp 22–31)
- Objective 1-1
- Objective 1-2
- Objective 1-3
- Objective 1-4
- Objective 1-5
- Discussion Questions
- Critical Thinking Exercises
- Online, Mobile, and Social Media Marketing The ALS Ice Bucket Challenge
- Marketing Ethics Is Big Brother Watching?
- Marketing by the Numbers What’s a Customer Worth?
- Video Case Eskimo Joe’s
- Company Case Chick-Fil-A: Getting Better before Getting Bigger
- Applying Some Pressure
- Getting It Right
- Give Them Something to Do
- Questions for Discussion
- Chapter Preview
- Objectives Outline
- Company-Wide Strategic Planning: Defining Marketing’s Role
- Defining a Market-Oriented Mission
- Setting Company Objectives and Goals
- Analyzing the Current Business Portfolio
- The Boston Consulting Group Approach
- Problems with Matrix Approaches
- Partnering with Other Company Departments
- Partnering with Others in the Marketing System
- Customer Value–Driven Marketing Strategy
- Market Segmentation
- Market Targeting
- Market Differentiation and Positioning
- Managing the Marketing Effort
- Marketing Analysis
- Marketing Planning
- Marketing Implementation
- Marketing Department Organization
- Marketing Control
- Objectives Review and Key Terms
- Objectives Review
- Objective 2-1 Explain company-wide strategic planning and its four steps. (pp 40–42)
- Objective 2-2 Discuss how to design business portfolios and develop growth strategies. (pp 42–48)
- Objective 2-3 Explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value. (pp 48–49)
- Objective 2-4 Describe the elements of a customer value–driven marketing strategy and mix and the forces that influence them. (pp 50–55)
- Objective 2-5 List the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing marketing return on investment. (pp 55–60)
- Objective 2-1
- Objective 2-2
- Objective 2-3
- Objective 2-4
- Objective 2-5
- Discussion Questions
- Critical Thinking Exercises
- Online, Mobile, and Social Media Marketing Google’s (Alphabet’s) Mission
- Marketing Ethics Creating Value or Distracting Consumers?
- Marketing by the Numbers Apple vs. Microsoft
- Video Case Konica
- Company Case Facebook: Making the World More Open and Connected
- From Simple Things
- To the Stratosphere
- Giving It All Away
- Questions for Discussion
- 3 Analyzing the Marketing Environment
- Chapter Preview
- Objectives Outline
- The Microenvironment and Macroenvironment
- The Microenvironment
- The Company
- Suppliers
- Marketing Intermediaries
- Competitors
- Publics
- Customers
- The Demographic Environment
- The Changing Age Structure of the Population
- The Baby Boomers
- Generation X
- Millennials
- Generation Z
- Generational Marketing
- The Natural Environment
- The Technological Environment
- The Political and Social Environment
- Legislation Regulating Business
- Increased Emphasis on Ethics and Socially Responsible Actions
- Socially Responsible Behavior
- Cause-Related Marketing
- The Persistence of Cultural Values
- Shifts in Secondary Cultural Values
- People’s Views of Themselves
- People’s Views of Others
- People’s Views of Organizations
- People’s Views of Society
- People’s Views of Nature
- People’s Views of the Universe
- Objectives Review and Key Terms
- Objectives Review
- Objective 3-1 Describe the environmental forces that affect the company’s ability to serve its customers. (pp 68–72)
- Objective 3-2 Explain how changes in the demographic and economic environments affect marketing decisions. (pp 72–80)
- Objective 3-3 Identify the major trends in the firm’s natural and technological environments. (pp 80–84)
- Objective 3-4 Explain the key changes in the political and cultural environments. (pp 84–90)
- Objective 3-5 Discuss how companies can react to the marketing environment. (pp 90–92)
- Objective 3-1
- Objective 3-2
- Objective 3-3
- Objective 3-4
- Discussion Questions
- Critical Thinking Exercises
- Online, Mobile, and Social Media Marketing Sharing Economy
- Marketing Ethics How Young Is Too Young?
- Marketing by the Numbers Demographic Trends
- Video Case Burger King
- Company Case Fitbit: Riding the Fitness Wave to Glory
- A Magical Device
- An Unexpected Opportunity
- Encountering Hurdles
- Questions for Discussion
- Chapter Preview
- Objectives Outline
- Marketing Information and Customer Insights
- Marketing Information and Today’s “Big Data”
- Managing Marketing Information
- Assessing Marketing Information Needs
- Developing Marketing Information
- Internal Data
- Competitive Marketing Intelligence
- Defining the Problem and Research Objectives
- Developing the Research Plan
- Gathering Secondary Data
- Primary Data Collection
- Research Approaches
- Observational Research
- Survey Research
- Experimental Research
- Mail, Telephone, and Personal Interviewing
- Focus Group Interviewing
- Online Marketing Research
- Online Behavioral and Social Tracking and Targeting
- Questionnaires
- Mechanical Instruments
- Customer Relationship Management (CRM)
- Big Data and Marketing Analytics
- Distributing and Using Marketing Information
- Marketing Research in Small Businesses and Nonprofit Organizations
- International Marketing Research
- Public Policy and Ethics in Marketing Research
- Intrusions on Consumer Privacy
- Misuse of Research Findings
- Objectives Review and Key Terms
- Objectives Review
- Objective 4-1 Explain the importance of information in gaining insights about the marketplace and customers. (pp 100–102)
- Objective 4-2 Define the marketing information system and discuss its parts. (pp 102–106)
- Objective 4-3 Outline the steps in the marketing research process. (pp 106–116)
- Objective 4-4 Explain how companies analyze and use marketing information. (pp 116–120)
- Objective 4-5 Discuss the special issues some marketing researchers face, including public policy and ethics issues. (pp 120–125)
- Objective 4-1
- Objective 4-2
- Objective 4-3
- Objective 4-4
- Discussion Questions
- Critical Thinking Exercises
- Online, Mobile, and Social Media Marketing The Trail You Leave Behind
- Marketing Ethics Metadata
- Marketing by the Numbers The Value of Information
- Video Case Nielsen
- Company Case Campbell Soup Company: Watching What You Eat
- Reading Consumers’ Minds
- Diving Deeper for Insights
- Questions for Discussion
- Chapter Preview
- Objectives Outline
- Model of Consumer Behavior
- Characteristics Affecting Consumer Behavior
- Cultural Factors
- Culture
- Subculture
- Hispanic American Consumers
- African American Consumers
- Asian American Consumers
- A Total Marketing Strategy
- Groups and Social Networks
- Family
- Roles and Status
- Occupation
- Age and Life Stage
- Economic Situation
- Lifestyle
- Personality and Self-Concept
- Motivation
- Perception
- Learning
- Beliefs and Attitudes
- Types of Buying Decision Behavior
- Complex Buying Behavior
- Dissonance-Reducing Buying Behavior
- Habitual Buying Behavior
- Variety-Seeking Buying Behavior
- Need Recognition
- Information Search
- Evaluation of Alternatives
- Purchase Decision
- Postpurchase Behavior
- Stages in the Adoption Process
- Individual Differences in Innovativeness
- Influence of Product Characteristics on Rate of Adoption
- Objectives Review and Key Terms
- Objectives Review
- Objective 5-1 Define the consumer market and construct a simple model of consumer buyer behavior. (pp 134–135)
- Objective 5-2 Name the four major factors that influence consumer buyer behavior. (pp 135–149)
- Objective 5-3 List and define the major types of buying decision behavior and the stages in the buyer decision process. (pp 150–154)
- Objective 5-4 Describe the adoption and diffusion process for new products. (pp 154–156)
- Objective 5-1
- Objective 5-2
- Objective 5-3
- Objective 5-4
- Discussion Questions
- Critical Thinking Exercises
- Online, Mobile, and Social Media Marketing Digital Influencer Credibility
- Marketing Ethics Ultimate Water
- Marketing by the Numbers Evaluating Alternatives
- Video Case IMG Worldwide
- Company Case GoldieBlox: Swimming Upstream against Consumer Perceptions
- A Different Kind of Toy Company
- All That Glitters Is Not Goldie
- Questions for Discussion
- Chapter Preview
- Objectives Outline
- Business Markets
- Market Structure and Demand
- Nature of the Buying Unit
- Types of Decisions and the Decision Process
- Major Types of Buying Situations
- Participants in the Business Buying Process
- Major Influences on Business Buyers
- Problem Recognition
- General Need Description
- Product Specification
- Supplier Search
- Proposal Solicitation
- Supplier Selection
- Order-Routine Specification
- Performance Review
- E-procurement and Online Purchasing
- Business-to-Business Digital and Social Media Marketing
- Institutional Markets
- Government Markets
- Objectives Review and Key Terms
- Objectives Review
- Objective 6-1 Define the business market and explain how business markets differ from consumer markets. (pp 164–166)
- Objective 6-2 Identify the major factors that influence business buyer behavior. (pp 166–171)
- Objective 6-3 List and define the steps in the business buying decision process. (pp 171–173)
- Objective 6-4 Discuss how new information technologies and online, mobile, and social media have changed business-to-business marketing. (pp 173–175)
- Objective 6-5 Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions. (pp 175–179)
- Objective 6-1
- Objective 6-2
- Objective 6-3
- Objective 6-4
- Objective 6-5
- Discussion Questions
- Critical Thinking Exercises
- Online, Mobile, and Social Media Marketing E-procurement and Mobile Procurement
- Marketing Ethics What Are Our Kids Eating?
- Marketing by the Numbers NAICS
- Video Case Eaton
- Company Case Procter & Gamble: Treating Business Customers as Strategic Partners
- Developing the Customer’s Business
- A Competitive Edge
- It’s Better to Give…Then to Receive
- Questions for Discussion
- 7 Customer Value–Driven Marketing Strategy: Creating Value for Target Customers
- Chapter Preview
- Objectives Outline
- Marketing Strategy
- Market Segmentation
- Segmenting Consumer Markets
- Geographic Segmentation
- Demographic Segmentation
- Age and Life-Cycle Stage
- Gender
- Income
- Occasions
- Benefits Sought
- User Status
- Usage Rate
- Loyalty Status
- Evaluating Market Segments
- Selecting Target Market Segments
- Undifferentiated Marketing
- Differentiated Marketing
- Concentrated Marketing
- Micromarketing
- Local Marketing
- Individual Marketing
- Positioning Maps
- Choosing a Differentiation and Positioning Strategy
- Identifying Possible Value Differences and Competitive Advantages
- Choosing the Right Competitive Advantages
- How Many Differences to Promote
- Which Differences to Promote
- More for More
- More for the Same
- The Same for Less
- Less for Much Less
- More for Less
- Objectives Review and Key Terms
- Objectives Review
- Objective 7-1 Define the major steps in designing a customer value–driven marketing strategy: market segmentation, targeting, differentiation, and positioning. (pp 188–189)
- Objective 7-2 List and discuss the major bases for segmenting consumer and business markets. (pp 189–197)
- Objective 7-3 Explain how companies identify attractive market segments and choose a market-targeting strategy. (pp 197–204)
- Objective 7-4 Discuss how companies differentiate and position their products for maximum competitive advantage. (pp 204–212)
- Objective 7-1
- Objective 7-2
- Objective 7-3
- Objective 7-4
- Discussion Questions
- Critical Thinking Exercises
- Online, Mobile, and Social Media Marketing Get Your Groupon
- Marketing Ethics Targeting to Teens
- Marketing by the Numbers USAA
- Video Case Sprout
- Company Case Virgin America: Flight Service for the Tech Savvy
- Targeting the Right Customers
- Homing in on the Details
- Above the Clouds
- Questions for Discussion
- Previewing the Concepts
- Objectives Outline
- What Is a Product?
- Products, Services, and Experiences
- Levels of Product and Services
- Product and Service Classifications
- Consumer Products
- Industrial Products
- Organizations, Persons, Places, and Ideas
- Individual Product and Service Decisions
- Product and Service Attributes
- Product Quality
- Product Features
- Product Style and Design
- The Nature and Characteristics of a Service
- Marketing Strategies for Service Firms
- The Service Profit Chain
- Managing Service Differentiation
- Managing Service Quality
- Managing Service Productivity
- Brand Equity and Brand Value
- Building Strong Brands
- Brand Positioning
- Brand Name Selection
- Brand Sponsorship
- National Brands versus Store Brands
- Licensing
- Co-branding
- Line Extensions
- Brand Extensions
- Multibrands
- New Brands
- Objectives Review and Key Terms
- Objectives Review
- Objective 8-1 Define product and describe the major classifications of products and services. (pp 220–225)
- Objective 8-2 Describe the decisions companies make regarding their individual products and services, product lines, and product mixes. (pp 225–233)
- Objective 8-3 Identify the four characteristics that affect the marketing of services and the additional marketing considerations that services require. (pp 234–240)
- Objective 8-4 Discuss branding strategy—the decisions companies make in building and managing their brands. (pp 240–248)
- Objective 8-1
- Objective 8-2
- Objective 8-3
- Objective 8-4
- Discussion Questions
- Critical Thinking Exercises
- Online, Mobile, and Social Media Marketing Feeding Pets from Your Smartphone
- Marketing Ethics Geographical Indication
- Marketing by the Numbers Pop-Tarts Gone Nutty!
- Video Case Plymouth Rock Assurance
- Company Case Airbnb: Making Hospitality Authentic
- Two Million Rooms—No Two Alike
- Seeing the World as the Locals Do
- Executing on the Promise
- Questions for Discussion
- Chapter Preview
- Objectives Outline
- New Product Development Strategy
- The New Product Development Process
- Idea Generation
- Internal Idea Sources
- External Idea Sources
- Crowdsourcing
- Concept Development
- Concept Testing
- Customer-Centered New Product Development
- Team-Based New Product Development
- Systematic New Product Development
- Introduction Stage
- Growth Stage
- Maturity Stage
- Decline Stage
- Product Decisions and Social Responsibility
- International Product and Services Marketing
- Objectives Review and Key Terms
- Objectives Review
- Objective 9-1 Explain how companies find and develop new product ideas. (pp 256–257)
- Objective 9-2 List and define the steps in the new product development process and the major considerations in managing this process. (pp 257–265)
- Objective 9-3 Describe the stages of the product life cycle and how marketing strategies change during a product’s life cycle. (pp 265–273)
- Objective 9-4 Discuss two additional product issues: socially responsible product decisions and international product and services marketing. (pp 273–275)
- Objective 9-1
- Objective 9-2
- Objective 9-3
- Discussion Questions
- Critical Thinking Exercises
- Online, Mobile, and Social Media Marketing Telemedicine
- Marketing Ethics Put On Your Thinking Caps!
- Marketing by the Numbers Dental House Calls
- Video Case Day2Night Convertible Heels
- Company Case Bose: Better Products through Research
- The Bose Philosophy
- Innovating the Bose Way
- Questions for Discussion
- Chapter Preview
- Objectives Outline
- What Is a Price?
- Major Pricing Strategies
- Customer Value–Based Pricing
- Good-Value Pricing
- Value-Added Pricing
- Types of Costs
- Costs at Different Levels of Production
- Costs as a Function of Production Experience
- Cost-Plus Pricing
- Break-Even Analysis and Target Profit Pricing
- Overall Marketing Strategy, Objectives, and Mix
- Organizational Considerations
- The Market and Demand
- Pricing in Different Types of Markets
- Analyzing the Price–Demand Relationship
- Price Elasticity of Demand
- Objectives Review and Key Terms
- Objectives Review
- Objective 10-1 Answer the question “What is a price?” and discuss the importance of pricing in today’s fast-changing environment. (pp 284–285)
- Objective 10-2 Identify the three major pricing strategies and discuss the importance of understanding customer-value perceptions, company costs, and competitor strategies when setting prices. (pp 285–293)
- Objective 10-3 Identify and define the other important external and internal factors affecting a firm’s pricing decisions. (pp 293–299)
- Objective 10-1
- Objective 10-2
- Objective 10-3
- Discussion Questions
- Critical Thinking Exercises
- Online, Mobile, and Social Media Marketing Online Price Tracking
- Marketing Ethics The Cost of a Life
- Marketing by the Numbers Pricey Sheets
- Video Case Fast-Food Discount Wars
- Company Case Trader Joe’s: Cheap Gourmet—Putting a Special Twist on the Price-Value Equation
- High on Benefits
- Low on Prices
- Something Extra
- Questions for Discussion
- Chapter Preview
- Objectives Outline
- New Product Pricing Strategies
- Market-Skimming Pricing
- Market-Penetration Pricing
- Product Line Pricing
- Optional-Product Pricing
- Captive-Product Pricing
- By-Product Pricing
- Product Bundle Pricing
- Discount and Allowance Pricing
- Segmented Pricing
- Psychological Pricing
- Promotional Pricing
- Geographical Pricing
- Dynamic and Online Pricing
- International Pricing
- Initiating Price Changes
- Initiating Price Cuts
- Initiating Price Increases
- Buyer Reactions to Price Changes
- Competitor Reactions to Price Changes
- Pricing within Channel Levels
- Pricing across Channel Levels
- Objectives Review and Key Terms
- Objectives Review
- Objective 11-1 Describe the major strategies for pricing new products. (pp 308–309)
- Objective 11-2 Explain how companies find a set of prices that maximizes the profits from the total product mix. (pp 309–311)
- Objective 11-3 Discuss how companies adjust their prices to take into account different types of customers and situations. (pp 311–319)
- Objective 11-4 Discuss the key issues related to initiating and responding to price changes. (pp 320–322)
- Objective 11-5 Overview the social and legal issues that affect pricing decisions. (pp 322–326)
- Objective 11-1
- Objective 11-2
- Objective 11-3
- Discussion Questions
- Critical Thinking Exercises
- Online, Mobile, and Social Media Marketing Krazy Coupon Lady
- Marketing Ethics Less Bang for Your Buck
- Marketing by the Numbers Louis Vuitton Price Increase
- Video Case Hammerpress
- Company Case Lululemon: Indulging Customers at a Premium Price
- Riding the Wave
- Where Price Is No Object
- Expensive—but Worth It
- Questions for Discussion
- Chapter Preview
- Objectives Outline
- Supply Chains and the Value Delivery Network
- The Nature and Importance of Marketing Channels
- How Channel Members Add Value
- Number of Channel Levels
- Channel Behavior
- Vertical Marketing Systems
- Corporate VMS
- Contractual VMS
- Administered VMS
- Analyzing Consumer Needs
- Setting Channel Objectives
- Identifying Major Alternatives
- Types of Intermediaries
- Number of Marketing Intermediaries
- Responsibilities of Channel Members
- Selecting Channel Members
- Managing and Motivating Channel Members
- Evaluating Channel Members
- Public Policy and Distribution Decisions
- Nature and Importance of Marketing Logistics
- Sustainable Supply Chains
- Goals of the Logistics System
- Major Logistics Functions
- Warehousing
- Inventory Management
- Transportation
- Logistics Information Management
- Cross-Functional Teamwork Inside the Company
- Building Logistics Partnerships
- Third-Party Logistics
- Objectives Review and Key Terms
- Objectives Review
- Objective 12-1 Explain why companies use marketing channels and discuss the functions these channels perform. (pp 334–337)
- Objective 12-2 Discuss how channel members interact and how they organize to perform the work of the channel. (pp 338–344)
- Objective 12-3 Identify the major channel alternatives open to a company. (pp 344–348)
- Objective 12-4 Explain how companies select, motivate, and evaluate channel members. (pp 348–352)
- Objective 12-5 Discuss the nature and importance of marketing logistics and integrated supply chain management. (pp 352–359)
- Objective 12-1
- Objective 12-2
- Objective 12-3
- Objective 12-4
- Objective 12-5
- Discussion Questions
- Critical Thinking Exercises
- Online, Mobile, and Social Media Marketing Fabletics Changing Channels
- Marketing Ethics Trucker Rest Rules
- Marketing by the Numbers Tyson Expanding Distribution
- Video Case Progressive
- Company Case Apple Pay: Taking Mobile Payments Mainstream
- Hardly New
- Overcoming Negative Consumer Perceptions
- Establishing Points of Acceptance
- Questions for Discussion
- Chapter Preview
- Objectives Outline
- Retailing
- Retailing: Connecting Brands with Consumers
- Types of Retailers
- Amount of Service
- Product Line
- Relative Prices
- Discount Stores
- Off-Price Retailers
- Segmentation, Targeting, Differentiation, and Positioning Decisions
- Product Assortment and Services Decision
- Price Decision
- Promotion Decision
- Place Decision
- Tighter Consumer Spending
- New Retail Forms, Shortening Retail Life Cycles, and Retail Convergence
- The Rise of Megaretailers
- Growth of Direct, Online, Mobile, and Social Media Retailing
- The Need for Omni-Channel Retailing
- Growing Importance of Retail Technology
- Green Retailing
- Global Expansion of Major Retailers
- Types of Wholesalers
- Wholesaler Marketing Decisions
- Segmentation, Targeting, Differentiation, and Positioning Decisions
- Marketing Mix Decisions
- Objectives Review and Key Terms
- Objectives Review
- Objective 13-1 Explain the role of retailers in the distribution channel and describe the major types of retailers. (pp 368–375)
- Objective 13-2 Describe the major retailer marketing decisions. (pp 376–381)
- Objective 13-3 Discuss the major trends and developments in retailing. (pp 381–387)
- Objective 13-4 Explain the major types of wholesalers and their marketing decisions. (pp 387–392)
- Objective 13-1
- Objective 13-2
- Objective 13-3
- Objective 13-4
- Discussion Questions
- Critical Thinking Exercises
- Online, Mobile, and Social Media Marketing Skipping the Checkout Line
- Marketing Ethics Lilly for Target
- Marketing by the Numbers Stockturn Rate
- Video Case Kmart
- Company Case Bass Pro Shops: Creating Nature’s Theme Park for People Who Hate to Shop
- Filling a Gap in the Market
- Nature’s Theme Park
- Half the Size—All the Fun
- Questions for Discussion
- Chapter Preview
- Objectives Outline
- The Promotion Mix
- Integrated Marketing Communications
- The New Marketing Communications Model
- The Need for Integrated Marketing Communications
- A View of the Communication Process
- Steps in Developing Effective Marketing Communication
- Identifying the Target Audience
- Determining the Communication Objectives
- Designing a Message
- Message Content
- Message Structure
- Message Format
- Personal Communication Channels
- Nonpersonal Communication Channels
- Setting the Total Promotion Budget
- Affordable Method
- Percentage-of-Sales Method
- Competitive-Parity Method
- Objective-and-Task Method
- The Nature of Each Promotion Tool
- Advertising
- Personal Selling
- Sales Promotion
- Public Relations
- Direct and Digital Marketing
- Advertising and Sales Promotion
- Personal Selling
- Objectives Review and Key Terms
- Objectives Review
- Objective 14-1 Define the five promotion mix tools for communicating customer value. (pp 400–401)
- Objective 14-2 Discuss the changing communications landscape and the need for integrated marketing communications. (pp 401–406)
- Objective 14-3 Outline the communication process and the steps in developing effective marketing communications. (pp 406–413)
- Objective 14-4 Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix. (pp 413–420)
- Objective 14-1
- Objective 14-2
- Objective 14-3
- Objective 14-4
- Discussion Questions
- Critical Thinking Exercises
- Online, Mobile, and Social Media Marketing #withoutshoes
- Marketing Ethics An Ethical Promotion?
- Marketing by the Numbers Advertising-to-Sales Ratios
- Video Case OXO
- Company Case Volvo Trucks: Integrated Marketing Communications of Epic Proportions
- A Consumer Approach
- Appealing to the Masses with “Live Tests”
- The Synergy of IMC
- Questions for Discussion
- Chapter Preview
- Objectives Outline
- Advertising
- Major Advertising Decisions
- Setting Advertising Objectives
- Setting the Advertising Budget