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- 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
- Reviewers
- Principles of Marketing
- Part 1: Defining Marketing and the Marketing Process (Chapters 1––2)
- 1 Marketing Creating Customer Value and Engagement
- Chapter Preview
- Objectives Outline
- What Is Marketing?
- Understanding the Marketplace and Customer Needs
- Designing a Customer Value–Driven Marketing Strategy and Plan
- Managing Customer Relationships and Capturing Customer Value
- The Changing Marketing Landscape
- 1 Reviewing and Extending the Concepts
- Objectives Review and Key Terms
- Objectives Review
- Objective 1-1 Define marketing and outline the steps in the marketing process. 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. Identify the key elemen
- 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)
- Key Terms
- Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
- 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
- 2 Company and Marketing Strategy Partnering to Build Customer Engagement, Value, and Relationships
- Chapter Preview
- Objectives Outline
- Company-Wide Strategic Planning: Defining Marketing’s Role
- Designing the Business Portfolio
- Planning Marketing: Partnering to Build Customer Relationships
- Marketing Strategy and the Marketing Mix
- Managing the Marketing Effort and Marketing Return on Investment
- 2 Reviewing and Extending the Concepts
- Objectives Review and Key Terms
- Objectives Review
- Objective 2-1 Explain company-wide strategic planning and its four steps. 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. 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. Explain marketing’s role in strategic
- Objective 2-4 Describe the elements of a customer value–driven marketing strategy and mix and the forces that influence them. Describe the elements of a customer value–driven mark
- 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. List
- Key Terms
- Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
- 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
- Part 2: Understanding the Marketplace and Consumer Value (Chapters 3––6)
- 3 Analyzing the Marketing Environment
- Chapter Preview
- Objectives Outline
- The Microenvironment and Macroenvironment
- The Demographic and Economic Environments
- The Natural and Technological Environments
- The Political–Social and Cultural Environments
- Responding to the Marketing Environment
- 3 Reviewing and Extending the Concepts
- Objectives Review and Key Terms
- Objectives Review
- Objective 3-1 Describe the environmental forces that affect the company’s ability to serve its customers. Describe the environmental forces that affect the company’s ability to serve its cus
- 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. Identify the major trends in the firm’s natural and technological environments. (pp 80–
- 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)
- Key Terms
- Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
- 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
- 4 Managing Marketing Information to Gain Customer Insights
- Chapter Preview
- Objectives Outline
- Marketing Information and Customer Insights
- Assessing Information Needs and Developing Data
- Marketing Research
- Analyzing and Using Marketing Information
- Other Marketing Information Considerations
- 4 Reviewing and Extending the Concepts
- 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)
- Key Terms
- Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
- 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
- 5 Consumer Markets and Buyer BehaviorConsumer Markets and Buyer Behavior
- Chapter Preview
- Objectives Outline
- Model of Consumer Behavior
- Characteristics Affecting Consumer Behavior
- Buying Decision Behavior and the Buyer Decision Process
- The Buyer Decision Process for New Products
- 5 Reviewing and Extending the Concepts Reviewing and Extending the Concepts
- Objectives Review and Key Terms
- Objectives Review
- Objective 5-1 Define the consumer market and construct a simple model of consumer buyer behavior. Define the consumer market and construct a simple model of consumer buyer behavior.
- Objective 5-2 Name the four major factors that influence consumer buyer behavior. 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. List and define the major types of buying decision behavior a
- Objective 5-4 Describe the adoption and diffusion process for new products. Describe the adoption and diffusion process for new products. (pp 154–156)
- Key Terms
- Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
- 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
- 6 Business Markets and Business Buyer Behavior
- Chapter Preview
- Objectives Outline
- Business Markets
- Business Buyer Behavior
- The Business Buyer Decision Process
- Engaging Business Buyers with Digital and Social Marketing
- Institutional and Government Markets
- 6 Reviewing and Extending the Concepts
- Objectives Review and Key Terms
- Objectives Review
- Objective 6-1 Define the business market and explain how business markets differ from consumer markets. Define the business market and explain how business markets differ from consumer marke
- Objective 6-2 Identify the major factors that influence business buyer behavior. 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. 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)
- Key Terms
- Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
- 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
- Part 3: Designing a Customer Value-Driven Strategy and Mix (Chapters 7––17)
- 7 Customer Value–Driven Marketing Strategy: Creating Value for Target CustomersCustomer Value–Driven Marketing Strategy: Creating Value for Target Customers
- Chapter Preview
- Objectives Outline
- Marketing Strategy
- Market Segmentation
- Market Targeting
- Differentiation and Positioning
- Positioning Maps
- Choosing a Differentiation and Positioning Strategy
- Communicating and Delivering the Chosen Position
- 7 Reviewing and Extending the Concepts
- 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. Define the major step
- 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)
- Key Terms
- Discussion and Critical Thinking
- Applications and Cases
- 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
- 8 Products, Services, and Brands Building Customer Value
- Previewing the Concepts
- Objectives Outline
- What Is a Product?
- Product and Service Decisions
- Services Marketing
- Branding Strategy: Building Strong Brands
- 8 Reviewing and Extending the Concepts
- 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. Discuss branding strategy—the decisions companies make in building and managing th
- Key Terms
- Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
- 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
- 9 Developing New Products and Managing the Product Life Cycle
- Chapter Preview
- Objectives Outline
- New Product Development Strategy
- The New Product Development Process
- Product Life-Cycle Strategies
- Additional Product and Service Considerations
- 9 Reviewing and Extending the Concepts
- 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. Describe the stages of the product life cycle and how marketing
- Objective 9-4 Discuss two additional product issues: socially responsible product decisions and international product and services marketing. (pp 273–275)
- Key Terms
- Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
- 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
- 10 Pricing Understanding and Capturing Customer Value
- Chapter Preview
- Objectives Outline
- What Is a Price?
- Major Pricing Strategies
- Other Internal and External Considerations Affecting Price Decisions
- 10 Reviewing and Extending the Concepts
- 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. Answer the question “What is a price?” a
- 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
- Objective 10-3 Identify and define the other important external and internal factors affecting a firm’s pricing decisions. Identify and define the other important external and internal facto
- Key Terms
- Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
- 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
- 11 Pricing Strategies Additional Considerations
- Chapter Preview
- Objectives Outline
- New Product Pricing Strategies
- Product Mix Pricing Strategies
- Price Adjustment Strategies
- Price Changes
- Public Policy and Pricing
- 11 Reviewing and Extending the Concepts
- Objectives Review and Key Terms
- Objectives Review
- Objective 11-1 Describe the major strategies for pricing new products. 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. Discuss how companies adjust their prices to take into account diffe
- 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)
- Key Terms
- Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
- 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
- 12 Marketing Channels Delivering Customer Value
- Chapter Preview
- Objectives Outline
- Supply Chains and the Value Delivery Network
- Channel Behavior and Organization
- Channel Design Decisions
- Channel Management Decisions
- Marketing Logistics and Supply Chain Management
- 12 Reviewing and Extending the Concepts
- 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)
- Key Terms
- Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
- 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
- 13 Retailing and Wholesaling
- Chapter Preview
- Objectives Outline
- Retailing
- Retailer Marketing Decisions
- Retailing Trends and Developments
- Wholesaling
- 13 Reviewing and Extending the Concepts
- 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)
- Key Terms
- Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
- 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
- 14 Engaging Consumers and Communicating Customer Value Integrated Marketing Communication StrategyEngaging Consumers and Communicating Customer Value Integrated Marketing Communication Strate
- Chapter Preview
- Objectives Outline
- The Promotion Mix
- Integrated Marketing Communications
- Developing Effective Marketing Communication
- Setting the Total Promotion Budget and Mix
- 14 Reviewing and Extending the Concepts
- Objectives Review and Key Terms
- Objectives Review
- Objective 14-1 Define the five promotion mix tools for communicating customer value. 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)
- Key Terms
- Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
- 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
- 15 Advertising and Public Relations
- Chapter Preview
- Objectives Outline
- Advertising
- Major Advertising Decisions
- Public Relations
- Major Public Relations Tools
- 15 Reviewing and Extending the Concepts
- Objectives Review and Key Terms
- Objectives Review
- Objective 15-1 Define the role of advertising in the promotion mix. (pp 428)
- Objective 15-2 Describe the major decisions involved in developing an advertising program. (pp 429–446)
- Objective 15-3 Define the role of public relations in the promotion mix. (pp 446–448)
- Objective 15-4 Explain how companies use public relations to communicate with their publics. (p 448 )
- Key Terms
- Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
- Online, Mobile, and Social Media Marketing Facebook Audience Network
- Marketing Ethics Native Advertising
- Marketing by the Numbers C3, CPM, and CPP
- Video Case Kmart
- Company Case Allstate: Bringing Mayhem to the Auto Insurance Advertising Wars
- An Advertising Shakeup
- “Good Hands” Meets Mayhem
- Mayhem Redux
- Questions for Discussion
- 16 Personal Selling and Sales Promotion
- Chapter Preview
- Objectives Outline
- Personal Selling
- Managing the Sales Force
- The Personal Selling Process
- Sales Promotion
- 16 Reviewing and Extending the Concepts
- Objectives Review and Key Terms
- Objectives Review
- Objective 16-1 Discuss the role of a company’s salespeople in creating value for customers and building customer relationships. Discuss the role of a company’s salespeople in creating value
- Objective 16-2 Identify and explain the six major sales force management steps. (pp 458–469)
- Objective 16-3 Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing. (pp 469–472)
- Objective 16-4 Explain how sales promotion campaigns are developed and implemented. (pp 472–479)
- Key Terms
- Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
- Online, Mobile, and Social Media Marketing Snap It and Redeem It!
- Marketing Ethics Walking the Customer
- Marketing by the Numbers Sales Force Analysis
- Video Case First Flavor
- Company Case SunGard: Building Sustained Growth by Selling the SunGard Way
- Pioneering a New Industry
- Good, but Not Great
- Setting Transformation in Motion
- From Transformation to Results
- Questions for Discussion
- 17 Direct, Online, Social Media, and Mobile MarketingDirect, Online, Social Media, and Mobile Marketing
- Chapter Preview
- Objectives Outline
- Direct and Digital Marketing
- Forms of Direct and Digital Marketing
- Marketing, the Internet, and the Digital Age
- Social Media and Mobile Marketing
- Traditional Direct Marketing Forms
- 17 Reviewing and Extending the Concepts
- Objectives Review and Key Terms
- Objectives Review
- Objective 17-1 Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies.  and discuss their rapid growth and benefits to customers and compa
- Objective 17-2 Identify and discuss the major forms of direct and digital marketing. Identify and discuss the major forms of direct and digital marketing. (pp 490–491)
- Objective 17-3 Explain how companies have responded to the internet and the digital age with various online marketing strategies. (pp 491–497)
- Objective 17-4 Discuss how companies use social media and mobile marketing to engage consumers and create brand community. (pp 497–503)
- Objective 17-5 Identify and discuss the traditional direct marketing forms and overview the public policy and ethical issues presented by direct marketing. (pp 504–510)
- Key Terms
- Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
- Online, Mobile, and Social Media Marketing “Buy” Buttons
- Marketing Ethics #Fail
- Marketing by the Numbers Field Sales versus Telemarketing
- Video Case Nutrisystem
- Company Case Alibaba: The World’s Largest E-tailer Is Not Amazon
- Unlikely Beginnings
- Feeding the Masses
- A Little of Everything
- Questions for Discussion
- Part 4: Extending Marketing (Chapters 18––20)
- 18 Creating Competitive Advantage
- Chapter Preview
- Objectives Outline
- Competitor Analysis
- Competitive Strategies
- Balancing Customer and Competitor Orientations
- 18 Reviewing and Extending the Concepts
- Objectives Review and Key Terms
- Objectives Review
- Objective 18-1 Discuss the need to understand competitors as well as customers through competitor analysis. Discuss the need to understand competitors as well as customers through competitor
- Objective 18-2 Explain the fundamentals of competitive marketing strategies based on creating value for customers. Explain the fundamentals of competitive marketing strategies based on creat
- Objective 18-3 Illustrate the need for balancing customer and competitor orientations in becoming a truly market-centered organization. Illustrate the need for balancing customer and competi
- Key Terms
- Objectives Review
- Discussion and Critical Thinking
- Applications and Cases
- Online, Mobile, and Social Media Marketing Social Logins
- Marketing Ethics Creating Competitive Advantage . . . to What End?
- Marketing by the Numbers Market Share
- Video Case Umpqua Bank
- Company Case YouTube: Google’s Quest for Video Dominance
- “I Want My TV!”
- The Competition Intensifies
- Doing Video Its Own Way
- Questions for Discussion
- 19 The Global Marketplace
- Chapter Preview
- Objectives Outline
- Global Marketing Today
- Deciding How to Enter the Market
- Deciding on the Global Marketing Program
- Deciding on the Global Marketing Organization
- 19 Reviewing and Extending the Concepts
- Objectives Review and Key Terms
- Objectives Review
- Objective 19-1 Discuss how the international trade system and the economic, political-legal, and cultural environments affect a company’s international marketing decisions. Discuss
- Objective 19-2 Describe three key approaches to entering international markets. Describe three key approaches to entering international markets. (pp 556–558)
- Objective 19-3 Explain how companies adapt their marketing strategies and mixes for international markets. Explain how companies adapt their marketing strategies and mixes for international
- Objective 19-4 Identify the three major forms of international marketing organization. Identify the three major forms of international marketing organization. (p 566)
- Key Terms
- Discussion and Critical Thinking
- Applications and Cases
- Online, Mobile, and Social Media Marketing China’s Great Firewall
- Marketing Ethics Global Safety Standards
- Marketing by the Numbers Netflix’s Global Expansion
- Video Case Monster
- Company Case L’Oréal: The United Nations of Beauty
- Because I’m Worth It
- Beauty from Multiple Perspectives
- Diving Deep for Beauty
- Questions for Discussion
- 20 Sustainable Marketing Social Responsibility and Ethics
- Chapter Preview
- Objectives Outline
- Sustainable Marketing
- Social Criticisms of Marketing
- Consumer Actions to Promote Sustainable Marketing
- Business Actions Toward Sustainable Marketing
- Marketing Ethics and the Sustainable Company
- 20 Reviewing and Extending the Concepts
- Objectives Review and Key Terms
- Objectives Review
- Objective 20-1 Define sustainable marketing and discuss its importance. Define sustainable marketing and discuss its importance. (pp 574–576)
- Objective 20-2 Identify the major social criticisms of marketing. Identify the major social criticisms of marketing. (pp 576–583)
- Objective 20-3 Define consumerism and environmentalism and explain how they affect marketing strategies.  and explain how they affect marketing strategies. (pp 583–589)
- Objective 20-4 Describe the principles of sustainable marketing. Describe the principles of sustainable marketing. (pp 589–593)
- Objective 20-5 Explain the role of ethics in marketing. Explain the role of ethics in marketing. (pp 593–596)
- Key Terms
- Discussion and Critical Thinking
- Applications and Cases
- Online, Mobile, and Social Media Marketing Teens and Social Media
- Marketing Ethics Milking the International Market
- Marketing by the Numbers The Cost of Sustainability
- Video Case Honest Tea
- Company Case adidas: Athletic Apparel with Purpose
- A Marathon, Not a Sprint
- The Four Ps of Sustainability
- Doing Well by Doing Good?
- Questions for Discussion
- Appendix 1 Marketing Plan
- Appendix 2 Marketing by the Numbers
- Appendix 3 Careers in Marketing
- Marketing Careers Today
- Looking for a Job in Today’s Marketing World
- Marketing Jobs
- Other Resources
- Glossary
- References
- Index
- Objectives Review and Key Terms
- Objectives Review and Key Terms
- Objectives Review and Key Terms
- 18 Creating Competitive Advantage
- Objectives Review and Key Terms
- Objectives Review and Key Terms
- Objectives Review and Key Terms
- Objectives Review and Key Terms
- Objectives Review and Key Terms
- Objectives Review and Key Terms
- Objectives Review and Key Terms
- Objectives Review and Key Terms
- Objectives Review and Key Terms
- Objectives Review and Key Terms
- Objectives Review
- Objectives Review and Key Terms
- 7 Customer Value–Driven Marketing Strategy: Creating Value for Target CustomersCustomer Value–Driven Marketing Strategy: Creating Value for Target Customers
- Objectives Review and Key Terms
- Objectives Review and Key Terms
- Objectives Review and Key Terms
- Objectives Review and Key Terms
- 3 Analyzing the Marketing Environment
- Objectives Review and Key Terms
- Objectives Review and Key Terms
- 1 Marketing Creating Customer Value and Engagement
O
O’Brien, Charles, 264n18
O’Brien, Keith, 142n
O’Connor, Clare, 192n8
Octagon, 268
Oculus VR, 64
Odwalla, 200
Offer, Vince, 506
Office, The, 456
O’Hare Airport, Chicago, 24
O’Keefe, Bryan, 367n1
Ola (car service), 333
Old Navy Kids, 75
Oldsmobile, 48
Olive Garden, 303
Olmstead, Kenneth, 501n32
Omaha Steaks, 337
OMO, 572
OneDrive cloud storage, 517
Oneworld, 341
Onion, The, 451
Optimor, Millward Brown, 241n30
Oral-B, 319
Orange Leaf frozen yogurt, 472
Orbitz, 489
Oregon, 539
Osberg, Molly, 553n27
Otis Elevator, 545
Outdoor World, 396
Ove Glove, 456
Ovide, Shira, 307n1
OxiClean, 506
OXO kitchen gadgets, 423
Oxygen channel, 195
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