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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