营销管理:英文版

第1部分 理解营销管理 2 第1章 定义新时期的营销 2 第2章 开发营销战略与制订营销计划 30 第2部分 获取营销洞察 60 第3章 收集信息与预测需求 60 第4章 开展营销调研 86 第3部分 与顾客建立联系 110 第5章 创造长期顾客忠诚 110 第6章 分析消费者市场 136 第7章 分析企业市场 164 第4部分 打造强势品牌 188 第8章 识别细分市场与目标市场 188 第9章 确立品牌定位 214 第10章 创建品牌资产 234 第11章 应对竞争与推动增长 264 第5部分 创造价值 290 第12章 制定产品战略 290 第13章 设计与管理服务 316 第14章 推出新的市场供应品 340 第15章 制定定价策略与方案 368 第6部分 交付价值 396 第16章 设计与管理整合营销渠道 396 第17章 管理零售、批发和物流 424 第7部分 传播价值 450 第18章 设计与管理整合营销传播 450 第19章 管理大众传播：广告、促销、事件和体验、公共关系 474 第20章 管理数字传播：在线营销、社交媒体营销与移动营销 500 第21章 管理人员传播：直复营销、数据库营销与人员销售 516 第8部分 承担营销责任以实现长期成功 534 第22章 全方位营销组织的长期管理 534 Brief Contents PART 1 Understanding Marketing Management 2 Chapter 1 Chapter 2Defining Marketing for the New Realities 2 Developing Marketing Strategies and Plans 30 PART 2 Capturing Marketing Insights 60 Chapter 3 Collecting Information and Forecasting Demand 60 Chapter 4 Conducting Marketing Research 86 PART 3 Connecting with Customers 110 Chapter 5 Creating Long-Term Loyalty Relationships 110 Chapter 6 Analyzing Consumer Markets 136 Chapter 7 Analyzing Business Markets 164 PART 4 Building Strong Brands 188 Chapter 8 Identifying Market Segments and Targets 188 Chapter 9 Crafting the Brand Positioning 214 Chapter 10 Creating Brand Equity 234 Chapter 11 Addressing Competition and Driving Growth 264 PART 5 Creating Value 290 Chapter 12 Setting Product Strategy 290 Chapter 13 Designing and Managing Services 316 Chapter 14 Introducing New Market Offerings 340 Chapter 15 Developing Pricing Strategies and Programs 368 PART 6Delivering Value396 Chapter 16 Chapter 17 Designing and Managing Integrated Marketing Channels Managing Retailing, Wholesaling, and Logistics 424 396 PART 7 Communicating Value 450 Chapter 18 Designing and Managing Integrated Marketing Communications 450 Chapter 19 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations 474 Chapter 20 Managing Digital Communications: Online, Social Media, and Mobile 500 Chapter 21 Managing Personal Communications: Direct and Database Marketing and Personal Selling 516 PART 8 Conducting Marketing Responsibly for Long-Term Success 534 Chapter 22 Managing a Holistic Marketing Organization for the Long Run 534 Contents Preface xvi PART 1 Understanding Marketing Management 2 Chapter 1 Defining Marketing for the New Realities 2 The Value of Marketing 3 Marketing Decision Making 3 Winning Marketing 4 The Scope of Marketing 4 What Is Marketing? 4 What Is Marketed? 5 Who Markets? 6 Core Marketing Concepts 7 Needs, Wants, and Demands 8 Target Markets, Positioning, and Segmentation 8 Offerings and Brands 8 Marketing Channels 8 Paid, Owned, and Earned Media 9 Impressions and Engagement 9 Value and Satisfaction 9 Supply Chain 9 Competition 10 Marketing Environment 10 The New Marketing Realities 11 Technology 11 Globalization 11 Social Responsibility 12 MARKETING INSIGHT Getting to Marketing 3.0 12 A Dramatically Changed Marketplace 13 New Consumer Capabilities 13 New Company Capabilities 14 Changing Channels 15 Heightened Competition 15 Marketing in Practice 16 Marketing Balance 16 Marketing Accountability 16 MARKETING MEMO Reinventing Marketing at Coca-Cola 16 Marketing in the Organization 17 Company Orientation toward the Marketplace 17 The Production Concept 17 The Product Concept 17 The Selling Concept 17 The Marketing Concept 17 The Holistic Marketing Concept 18 Updating the Four Ps 21 MARKETING INSIGHT Understanding the 4 As of Marketing 22 Marketing Management Tasks 23 Developing Marketing Strategies and Plans 23 Capturing Marketing Insights 24 Connecting with Customers 24 Building Strong Brands 24 MARKETING MEMO Marketers’ Frequently Asked Questions 24 Creating Value 25 Delivering Value 25 Communicating Value 25 Conducting Marketing Responsibly for Long-Term Success 25 Summary 25 Applications 26 MARKETING EXCELLENCE Nike 26 MARKETING EXCELLENCE Google 28 Chapter 2 Developing Marketing Strategies and Plans 30 Marketing and Customer Value 31 The Value Delivery Process 31 The Value Chain 31 Core Competencies 32 The Central Role of Strategic Planning 33 MARKETING MEMO What Does it Take to Be a Successful CMO? 34 Corporate and Division Strategic Planning 35 Defining the Corporate Mission 35 Establishing Strategic Business Units 36 Assigning Resources to Each SBU 36 Assessing Growth Opportunities 37 Organization and Organizational Culture 40 Marketing Innovation 40 MARKETING INSIGHT Creating Innovative Marketing 41 Business Unit Strategic Planning 42 The Business Mission 42 SWOT Analysis 42 Goal Formulation 44 MARKETING MEMO Checklist for Evaluating Strengths/Weaknesses Analysis 45 Strategic Formulation 45 Program Formulation and Implementation 47 Feedback and Control 47 MARKETING INSIGHT Businesses Charting a New Direction 48 The Nature and Contents of a Marketing Plan 48 The Role of Research 49 The Role of Relationships 49 From Marketing Plan to Marketing Action 49 MARKETING MEMO Marketing Plan Criteria 50 Summary 50 Applications 51 MARKETING EXCELLENCE Cisco 51 MARKETING EXCELLENCE Intel 52 PART 2 Capturing Marketing Insights 60 Chapter 3 Collecting Information and Forecasting Demand 60 Components of a Modern Marketing Information System 61 Internal Records 63 The Order-to-Payment Cycle 63 Sales Information Systems 63 MARKETING INSIGHT Digging Into Big Data 63 Databases, Data Warehousing, and Data Mining 64 Marketing Intelligence 64 The Marketing Intelligence System 64 Collecting Marketing Intelligence on the Internet 65 Communicating and Acting on Marketing Intelligence 65 Analyzing the Macroenvironment 65 Needs and Trends 66 Identifying the Major Forces 66 The Demographic Environment 66 MARKETING MEMO Finding Gold at the Bottom of the Pyramid 68 The Economic Environment 69 The Sociocultural Environment 70 The Natural Environment 71 MARKETING INSIGHT The Green Market- ing Revolution 72 The Technological Environment 73 The Political-Legal Environment 74 MARKETING INSIGHT Watching Out for Big Brother 75 Forecasting and Demand Measurement 76 The Measures of Market Demand 76 A Vocabulary for Demand Measurement 77 Estimating Current Demand 78 Estimating Future Demand 81 Summary 82 Applications 83 MARKETING EXCELLENCE Microsoft 83 MARKETING EXCELLENCE Walmart 84 Chapter 4 Conducting Marketing Research 86 The Scope of Marketing Research 87 Importance of Marketing Insights 87 Who Does Marketing Research? 88 Overcoming Barriers to the Use of Marketing Research 89 The Marketing Research Process 89 Step 1: Define the Problem, the Decision Alternatives, and the Research Objectives 89 Step 2: Develop the Research Plan 90 MARKETING MEMO Conducting Informa- tive Focus Groups 92 MARKETING MEMO Marketing Question- naire Dos And Don’ts 93 MARKETING INSIGHT Getting into the Heads of Consumers 95 MARKETING INSIGHT Understanding Brain Science 97 Step 3: Collect the Information 98 Step 4: Analyze the Information 99 Step 5: Present the Findings 99 MARKETING INSIGHT Bringing Marketing Research to Life with Personas 99 Step 6: Make the Decision 100 Measuring Marketing Productivity 100 Marketing Metrics 101 MARKETING MEMO Measuring social me- dia ROI 101 Marketing-Mix Modeling 102 Marketing Dashboards 103 MARKETING MEMO Designing Effective Marketing Dashboards 104 Summary 105 Applications 106 MARKETING EXCELLENCE IDEO 106 MARKETING EXCELLENCE Nordstrom 133 MARKETING EXCELLENCE Tesco 134 Chapter 6 Analyzing Consumer Markets 136 What Influences Consumer Behavior? 137 Cultural Factors 137 Social Factors 139 Personal Factors 141 MARKETING MEMO The Average U.S. Consumer Quiz 141 Key Psychological Processes 144 Motivation 144 Perception 145 MARKETING MEMO The Power of Sensory MARKETING EXCELLENCE Intuit 108 Marketing 146 Learning147 PART 3 Connecting with Emotions 148 Customers 110 Chapter 5 Creating Long-Term Loyalty Relationships 110 Building Customer Value, Satisfaction, and Loyalty 111 Customer-Perceived Value 112 Total Customer Satisfaction 114 Monitoring Satisfaction 116 Product and Service Quality 117 MARKETING INSIGHT Net Promoter and Customer Satisfaction 118 Maximizing Customer Lifetime Value 119 Customer Profitability 119 Measuring Customer Lifetime Value 120 Attracting and Retaining Customers 121 MARKETING MEMO Calculating Customer Lifetime Value 122 Building Loyalty 124 Brand Communities 126 Win-Backs 127 Cultivating Customer Relationships 128 Customer Relationship Management 128 MARKETING INSIGHT The Behavioral Tar- geting Controversy 129 Summary 132 Applications 133 Memory 149 The Buying Decision Process: The Five-Stage Model 150 Problem Recognition 151 Information Search 151 Evaluation of Alternatives 153 Purchase Decision 154 Postpurchase Behavior 156 Moderating Effects on Consumer Decision Making 157 Behavioral Decision Theory and Behavioral Economics 158 Decision Heuristics 159 Framing 159 Summary 160 Applications 160 MARKETING EXCELLENCE Disney 161 MARKETING EXCELLENCE IKEA 162 Chapter 7 Analyzing Business Markets 164 What is Organizational Buying? 165 The Business Market versus the Consumer Market 165 Buying Situations 167 Participants in the Business Buying Process 168 The Buying Center 168 Buying Center Influences 169 Targeting Firms and Buying Centers 169 MARKETING INSIGHT Big Sales to Small Businesses 170 The Purchasing/Procurement Process 171 Stages in the Buying Process 172 Problem Recognition 172