Principles of Marketing, Global Edition
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Master the key marketing challenges and see how you can develop meaningful connections with your customers. Principles of Marketing, global edition, 19th edition by Kotler and Armstrong shows you how to create vibrant, interactive communities of consumers in today's fast-changing, increasingly digital and social marketplace. Ideal for students who study marketing courses, this textbook offers a comprehensive overview of the fundamental principles of marketing within an innovative customer-value framework, providing you with the knowledge and resources to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives.
This latest edition has been revised and enhanced to reflect the major trends impacting contemporary marketing, packed with stories illustrating how companies are using new digital technologies to maximise customer engagement and shape brand conversations, experiences and communities. Key features include: Both traditional and fast-changing trending topics that give you a well-rounded knowledge of marketing concepts, technologies and practices.
End-of-Chapter Reviews, Discussion Questions, and Critical-Thinking Exercises that allow you to practice what you have learned. A sample marketing plan showing you how to apply important marketing planning concepts. End-of-chapter Company Cases that facilitate discussion of current issues and application of marketing concepts to company situations. Also available with MyLab®Marketing MyLab is the teaching and learning platform that empowers you to reach every student.
By combining trusted author content with digital tools and a flexible platform, MyLabMarketing personalises the learning experience and improves results for each student. If you would like to purchase both the physical text and MyLab®Marketing, search for: 9781292449272 Principles of Marketing, Global Edition, 19th edition plus MyLab®Marketing with Pearson eText. Package consists of: 9781292449364 Principles of Marketing, Global Edition, 19th edition 9781292449371 Principles of Marketing, Global Edition, 19th edition MyLab®Marketing 9781292449388 Principles of Marketing, Global Edition, 19th edition MyLab®Marketing with Pearson eText MyLab®Marketing is not included.
Students, if MyLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN. MyLab should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information. This title is a Pearson Global Edition. The Editorial team at Pearson has worked closely with educators around the world to include content, which is especially relevant to students outside the United States.
Annað
- Höfundur: Philip Kotler
- Útgáfa:19
- Útgáfudagur: 2023-03-28
- Engar takmarkanir á útprentun
- Engar takmarkanir afritun
- Format:Page Fidelity
- ISBN 13: 9781292449333
- Print ISBN: 9781292449364
- ISBN 10: 1292449330
Efnisyfirlit
- Half Title
- Title Page
- Copyright
- Dedication
- Pearson's Commitment to Diversity, Equity, and Inclusion
- Brief Contents
- Contents
- Preface
- About the Authors
- Part 1: Defining Marketing and the Marketing Process
- Chapter 1. Marketing: Creating Customer Value and Engagement
- What Is Marketing?
- Marketing Defined
- The Marketing Process
- Understanding the Marketplace and Customer Needs
- Customer Needs, Wants, and Demands
- Market Offerings—Products, Services, Solutions, and Experiences
- Customer Value and Satisfaction
- Exchanges and Relationships
- Markets
- Designing a Customer Value–Driven Marketing Strategy and Plan
- Customer Value–Driven Marketing Strategy
- Preparing an Integrated Marketing Mix
- Managing Customer Relationships and Capturing Customer Value
- Engaging Customers and Managing Customer Relationships
- Capturing Value from Customers
- The Changing Marketing Landscape
- The Digital Age: Online, Mobile, and Social Media Marketing
- The Growth of Not-for-Profit Marketing
- Rapid Globalization
- Sustainable Marketing: The Call for More Environmental and Social Responsibility
- So What Is Marketing? Pulling It All Together
- Developing Skills for Your Career
- Reviewing And Extending The Concepts
- Objectives Review
- Key Terms
- Discussion Questions
- Critical Thinking Exercises
- Applications And Cases
- Digital Marketing: Fionamania
- Marketing Ethics: Exaggeration and High Pressure
- Marketing by the Numbers: Be on the First Page
- Company Case: The Walt Disney World Resort: Making Magical Moments
- What Is Marketing?
- Chapter 1. Marketing: Creating Customer Value and Engagement
- Chapter 2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relat
- Company-Wide Strategic Planning: Defining Marketing’s Role
- Defining a Market-Oriented Mission
- Setting Company Objectives and Goals
- Designing the Business Portfolio
- Analyzing the Current Business Portfolio
- Developing Strategies for Growth and Downsizing
- Planning Marketing: Partnering to Build Customer Relationships
- Partnering with Other Company Departments
- Partnering with Others in the Marketing System
- Marketing Strategy and the Marketing Mix
- Customer Value–Driven Marketing Strategy
- Developing an Integrated Marketing Mix
- Managing the Marketing Effort and Marketing Return on Investment
- Managing the Marketing Effort
- Measuring and Managing Marketing Return on Investment
- Reviewing And Extending The Concepts
- Objectives Review
- Key Terms
- Discussion Questions
- Critical Thinking Exercises
- Applications And Cases
- Digital Marketing: Lush UK Abandons Social Media
- Marketing Ethics: Pharrell Williams’ Humanrace Brand
- Marketing by the Numbers: Alphabet versus Meta
- Company Case: DuPont: Improving Everyday Life by Solving the World’s Most Challenging Problems
- Company-Wide Strategic Planning: Defining Marketing’s Role
- Chapter 3. Analyzing the Marketing Environment
- The Microenvironment and Macroenvironment
- The Microenvironment
- The Macroenvironment
- The Demographic and Economic Environments
- The Demographic Environment
- The Economic Environment
- The Natural and Technological Environments
- The Natural Environment
- The Technological Environment
- The Political–Social and Cultural Environments
- The Political and Social Environment
- The Cultural Environment
- Responding to the Marketing Environment
- Reviewing And Extending The Concepts
- Objectives Review
- Key Terms
- Discussion Questions
- Critical Thinking Exercises
- Applications And Cases
- Digital Marketing: The Trendiness of Brand Support for Social Causes
- Marketing Ethics: Alexa Is HIPPA Compliant
- Marketing by the Numbers: Targeting Americans 65 and Older
- Company Case: GoPro: From Hero to Zero and Back
- The Microenvironment and Macroenvironment
- Marketing Information and Customer Insights
- Marketing Information and Today’s “Big Data”
- Developing Customer Insights
- The Marketing Information Ecosystem
- Assessing Information Needs and Developing Data
- Assessing Marketing Information Needs
- Developing Marketing Information
- Competitive Marketing Intelligence
- Marketing Research
- Traditional Marketing Research in Transition
- Defining the Problem and Research Objectives
- Developing the Research Plan
- Gathering Secondary Data
- Primary Data Collection
- Implementing the Research Plan
- Interpreting and Reporting the Findings
- Analyzing and Using Marketing Information
- Customer Relationship Management (CRM)
- Big Data, Marketing Analytics, and Artificial Intelligence
- Distributing and Using Marketing Information
- Other Marketing Information Considerations
- Marketing Research in Small Businesses and Nonprofit Organizations
- International Marketing Research
- Public Policy and Ethics in Marketing Research
- Reviewing And Extending The Concepts
- Objectives Review
- Key Terms
- Discussion Questions
- Critical Thinking Exercises
- Applications And Cases
- Digital Marketing: Amore Pacific
- Marketing Ethics: TikTok
- Marketing by the Numbers: Descriptive Research
- Company Case: Bayer: Big Data for Customer Insights
- Model of Consumer Behavior
- Characteristics Affecting Consumer Behavior
- Cultural Factors
- Social Factors
- Personal Factors
- Psychological Factors
- The Buyer Decision Process and Types of Buying Decision Behavior
- The Buyer Decision Process
- Types of Buying Decision Behavior
- The Customer Journey
- The Buyer Decision Process for New Products
- Stages in the Adoption Process
- Individual Differences in Innovativeness
- Influence of Product Characteristics on Rate of Adoption
- Reviewing And Extending The Concepts
- Objectives Review
- Key Terms
- Discussion Questions
- Critical Thinking Exercises
- Applications And Cases
- Digital Marketing: Blogvertorials
- Marketing Ethics: Limited Forms of Payment
- Marketing by the Numbers: Evaluating Alternatives
- Company Case: Harley-Davidson: Selling Freedom, Independence, Power, and Authenticity
- Business Markets
- Market Structure and Demand
- Nature of the Buying Unit
- Types of Decisions and the Decision Process
- Business Buyer Behavior
- Major Types of Buying Situations
- Participants in the Business Buying Process
- Major Influences on Business Buyers
- The Business Buyer Decision Process
- Problem Recognition
- General Need Description
- Product Specification
- Supplier Search
- Proposal Solicitation
- Supplier Selection
- Order-Routine Specification
- Performance Review
- Engaging Business Buyers with Digital and Social Marketing
- E-procurement and Online Purchasing
- Business-to-Business Digital and Social Media Marketing
- Institutional and Government Markets
- Institutional Markets
- Government Markets
- Reviewing And Extending The Concepts
- Objectives Review
- Key Terms
- Discussion Questions
- Critical Thinking Exercises
- Applications And Cases
- Digital Marketing: E-Procurement and Mobile Procurement
- Marketing Ethics: Meals for Institutional Markets
- Marketing by the Numbers: From Gaming to Public Safety
- Company Case: Caterpillar: Creating Value for Industrial Customers
- Chapter 7. Customer Value–Driven Marketing Strategy: Creating Value for Target Customers
- Marketing Strategy
- Market Segmentation
- Segmenting Consumer Markets
- Segmenting Business Markets
- Segmenting International Markets
- Requirements for Effective Segmentation
- Market Targeting
- Evaluating Market Segments
- Selecting Target Market Segments
- Differentiation and Positioning
- Positioning Maps
- Choosing a Differentiation and Positioning Strategy
- Communicating and Delivering the Chosen Position
- Reviewing And Extending The Concepts
- Objectives Review
- Key Terms
- Discussion Questions
- Critical Thinking Exercises
- Applications And Cases
- Digital Marketing: Using Social Media for Inclusive Hyperlocal Segmentation
- Marketing Ethics: Cameo: Do the Celebrity Connections Reinforce Gender Pay Gaps?
- Marketing by the Numbers: At-Home Workouts
- Company Case: Outschool: Personalized Education for All
- What Is a Product?
- Products, Services, and Experiences
- Levels of Product and Services
- Product and Service Classifications
- Product and Service Decisions
- Individual Product and Service Decisions
- Product Line Decisions
- Product Mix Decisions
- Services Marketing
- The Nature and Characteristics of a Service
- Marketing Strategies for Service Firms
- The Service Profit Chain
- Branding Strategy: Building Strong Brands
- Brand Equity and Brand Value
- Building Strong Brands
- Managing Brands
- Reviewing And Extending The Concepts
- Objectives Review
- Key Terms
- Discussion Questions
- Critical Thinking Exercises
- Applications And Cases
- Digital Marketing: Dyson: A Formula for Brand Extension
- Marketing Ethics: Cutthroat Prices
- Marketing by the Numbers: Coca-Cola Considers the Cost of Cannibalization
- Company Case: Avocados From Mexico: Building a Brand in a Brandless Category
- New Product Development Strategy
- The New Product Development Process
- Idea Generation
- Idea Screening
- Concept Development and Testing
- Marketing Strategy Development
- Business Analysis
- Product Development
- Test Marketing
- Commercialization
- Managing New Product Development
- Product Life-Cycle Strategies
- Introduction Stage
- Growth Stage
- Maturity Stage
- Decline Stage
- Additional Product and Service Considerations
- Product Decisions and Social Responsibility
- International Product and Services Marketing
- Reviewing And Extending The Concepts
- Objectives Review
- Key Terms
- Discussion Questions
- Critical Thinking Exercises
- Applications And Cases
- Digital Marketing: Barbie in the Digital Age
- Marketing Ethics: Space Tourism
- Marketing by the Numbers: Dental House Calls
- Company Case: Toyota: Developing a Million New Product Ideas Every Year
- What Is Price?
- Major Pricing Strategies
- Customer Value–Based Pricing
- Cost-Based Pricing
- Competition-Based Pricing
- Other Internal and External Considerations Affecting Price Decisions
- Overall Marketing Strategy, Objectives, and Mix
- Organizational Considerations
- The Market and Demand
- The Economy
- Other External Factors
- Reviewing And Extending The Concepts
- Objectives Review
- Key Terms
- Discussion Questions
- Critical Thinking Exercises
- Applications And Cases
- Digital Marketing: Intuit QuickBooks
- Marketing Ethics: Should Large Passengers Pay More for Airline Tickets?
- Marketing by the Numbers: Rock Bottom Promotional Pricing
- Company Case: Gillette: Searching for the Right Price in a Volatile Market
- New Product Pricing Strategies
- Market-Skimming Pricing
- Market-Penetration Pricing
- Product Mix Pricing Strategies
- Product Line Pricing
- Optional-Product Pricing
- Captive-Product Pricing
- By-Product Pricing
- Product Bundle Pricing
- Price Adjustment Strategies
- Discount and Allowance Pricing
- Segmented Pricing
- Psychological Pricing
- Promotional Pricing
- Geographical Pricing
- Dynamic and Personalized Pricing
- International Pricing
- Price Changes
- Initiating Price Changes
- Responding to Price Changes
- Public Policy and Pricing
- Pricing within Channel Levels
- Pricing across Channel Levels
- Reviewing And Extending The Concepts
- Objectives Review
- Key Terms
- Discussion Questions
- Critical Thinking Exercises
- Applications And Cases
- Digital Marketing: RetailMeNot
- Marketing Ethics: Changing the Price
- Marketing by the Numbers: Lose Some Customers, Be Better Off?
- Company Case: Casper: A Pricing Strategy That Flipped the Mattress Industry
- Supply Chains and the Value Delivery Network
- The Nature and Importance of Marketing Channels
- How Channel Members Add Value
- Channel Behavior and Organization
- Channel Behavior
- Vertical Marketing Systems
- Horizontal Marketing Systems
- Multichannel Distribution Systems
- Changing Channel Organization
- Channel Design Decisions
- Analyzing Consumer Needs
- Setting Channel Objectives
- Identifying Major Alternatives
- Evaluating the Major Alternatives
- Designing International Distribution Channels
- Channel Management Decisions
- Selecting Channel Members
- Managing and Motivating Channel Members
- Evaluating Channel Members
- Public Policy and Distribution Decisions
- Marketing Logistics and Supply Chain Management
- Nature and Importance of Marketing Logistics
- Sustainable Supply Chains
- Goals of the Logistics System
- Major Logistics Functions
- Integrated Logistics Management
- Reviewing And Extending The Concepts
- Objectives Review
- Key Terms
- Discussion Questions
- Critical Thinking Exercises
- Applications And Cases
- Digital Marketing: Members Only?
- Marketing Ethics: Ethical Sourcing
- Marketing by the Numbers: Drinking from the Source
- Company Case: Weyerhaeuser: Riding Out the Supply Chain Storm
- Retailing
- Retailing: Connecting Brands with Consumers
- The Shifting Retailing Model
- Store Retailing
- Non-Store Direct Retailing
- Omni-Channel Marketing: Blending In-Store, Online, Mobile, and Social Media Channels
- Retailer Marketing Decisions
- Segmentation, Targeting, Differentiation, and Positioning Decisions
- Product Assortment and Services Decision
- Price Decision
- Promotion Decision
- Place Decision
- Retailing Trends and Developments
- Increased Uncertainty and Disruption
- Tighter Consumer Spending
- New Retail Forms, Shortening Retail Life Cycles, and Retail Convergence
- The Rise of Megaretailers
- Rapid Advances in Retail Technology
- Sustainable Retailing
- Global Expansion of Major Retailers
- Wholesaling
- Types of Wholesalers
- Trends in Wholesaling
- Reviewing And Extending The Concepts
- Objectives Review
- Key Terms
- Discussion Questions
- Critical Thinking Exercises
- Applications And Cases
- Digital Marketing: Taco Bell’s Social Media Strategy
- Marketing Ethics: Nordstrom’s 2025 Corporate Social Responsibility Goals
- Marketing by the Numbers: The Hauz of Spize
- Company Case: Ulta Beauty: Where the Experience Is Beautiful
- The Promotion Mix
- Integrated Marketing Communications
- The New Marketing Communications Model
- The Need for Integrated Marketing Communications
- Developing Effective Marketing Communication
- A View of the Communication Process
- Steps in Developing Effective Marketing Communication
- Nonpersonal Communication Channels
- Setting the Total Promotion Budget and Mix
- Setting the Total Promotion Budget
- Shaping the Overall Promotion Mix
- Integrating the Promotion Mix
- Socially Responsible Marketing Communication
- Reviewing And Extending The Concepts
- Objectives Review
- Key Terms
- Discussion Questions
- Critical Thinking Exercises
- Applications And Cases
- Digital Marketing: “You rTable Is Ready”
- Marketing Ethics: It’s a Powerful Thing to Be Seen
- Marketing by the Numbers: Never-Ending Cola War
- Company Case:Nestlé: Integrating Marketing Communication into Daily Operations
- Advertising
- Major Advertising Decisions
- Setting Advertising Objectives
- Setting the Advertising Budget
- Developing Advertising Strategy
- Evaluating Advertising Effectiveness and the Return on Advertising Investment
- Other Advertising Considerations
- Public Relations
- The Role and Impact of PR
- Major Public Relations Tools
- Reviewing And Extending The Concepts
- Objectives Review
- Key Terms
- Discussion Questions
- Critical Thinking Exercises
- Applications And Cases
- Digital Marketing: Volkswagen’s “The Last Mile” Campaign
- Marketing Ethics: YesStraws
- Marketing by the Numbers: Advertising Costs
- Company Case: Hyundai: An Integrated Marketing Communications Campaign That’s “Wicked Smaht”
- Personal Selling
- The Nature of Personal Selling
- The Role of the Sales Force
- Managing the Sales Force
- Designing the Sales Force Strategy and Structure
- Recruiting and Selecting Salespeople
- Training Sales people
- Compensating Salespeople
- Supervising and Motivating Salespeople
- Evaluating Salespeople and Sales Force Performance
- Social Selling: Using Digital Sales Platforms and Tools
- The Personal Selling Process
- Steps in the Selling Process
- Personal Selling and Managing Customer Relationships
- Sales Promotion
- The Rapid Growth of Sales Promotion
- Sales Promotion Objectives
- Major Sales Promotion Tools
- Developing the Sales Promotion Program
- Reviewing And Extending The Concepts
- Objectives Review
- Key Terms
- Discussion Questions
- Critical Thinking Exercises
- Applications And Cases
- Digital Marketing: Driving Sales Digitally at Global Industrial
- Marketing Ethics: Selling Both Financial Advisory and Auditing Services to the Same Customer?
- Marketing by the Numbers: The Foundry
- Company Case: Urban Outfitters: Brand-Building Rewards Program Promotions
- Understanding Digital Marketing
- The New Digital Marketing Model
- Benefits of Digital Marketing to Buyers and Sellers
- Preparing for a Digital Marketing Campaign
- Knowing the Digital Consumer
- Understanding Consumer Omni-Channel Navigation Behavior
- Using Experimentation to Understand What Works
- Employing Digital Channels in an Omni-Channel Strategy
- Online Marketing
- Social Media Marketing
- Mobile Marketing
- Creating an Integrated Omni-Channel Strategy
- Public Policy Issues in Digital Marketing
- Reviewing And Extending The Concepts
- Objectives Review
- Key Terms
- Discussion Questions
- Critical Thinking Exercises
- Applications And Cases
- Digital Marketing: Can Social Media Raise Awareness of Uniqlo in the United States?
- Marketing Ethics: Customized Insurance
- Marketing by the Numbers: Uniqlo’s Fast-Moving Image Campaign
- Company Case: Instagram: A Win-Win-Win for the Company, Advertisers, and Instagrammers
- Chapter 18. Creating Competitive Advantage
- Competitor Analysis
- Identifying Competitors
- Assessing Competitors
- Selecting Competitors to Attack and Avoid
- Designing a Competitive Intelligence System
- Competitive Strategies
- Approaches to Marketing Strategy
- Basic Competitive Strategies
- Competitive Positions
- Market Leader Strategies
- Market Challenger Strategies
- Market Follower Strategies
- Market Nicher Strategies
- Balancing Customer and Competitor Orientations
- Reviewing And Extending The Concepts
- Objectives Review
- Key Terms
- Discussion Questions
- Critical Thinking Exercises
- Applications And Cases
- Digital Marketing: Are the Bells Tolling for the Conventional Automobile?
- Marketing Ethics: Is Ugly Produce a True Food Waste Solution?
- Marketing by the Numbers: Changing Numbers in the Smartphone Market
- Company Case: Nokia: Finding Strength by Abandoning Its Core Business
- Competitor Analysis
- Global Marketing Today
- Understanding the Global Marketing Context
- Political Context
- Economic Context
- Sociocultural Context
- Technological Context
- The Legal and Institutional Context
- The Environmental and Ecological Context
- Deciding Whether to Go Global and Which Markets to Enter
- Deciding Whether to Go Global
- Deciding Which Markets to Enter
- Deciding How to Enter Global Markets
- Exporting
- Joint Venturing
- Direct Investment
- Deciding on the Global Marketing Program
- Product
- Promotion
- Price
- Distribution Channels
- Deciding on the Global Marketing Organization
- Reviewing And Extending The Concepts
- Objectives Review
- Key Terms
- Discussion Questions
- Critical Thinking Exercises
- Applications And Cases
- Digital Marketing: Customized Shoes from Nike by You
- Marketing Ethics: Unlicensed and Counterfeit Products
- Marketing by the Numbers: Peloton Pedals to Australia
- Company Case: Huawei: Running the Global Telecommunications Race
- Sustainable Marketing
- Social Criticisms of Marketing
- Marketing’s Impact on Individual Consumers
- Marketing’s Impact on Society as a Whole
- Marketing’s Impact on Other Businesses
- Pathways to Sustainable Marketing
- Consumer Actions to Promote Sustainable Marketing
- Business Actions toward Sustainable Marketing
- Building a Sustainable Marketing Organization
- Sustainable Marketing Principles
- The Sustainable Marketing Organization
- Reviewing And Extending The Concepts
- Objectives Review
- Key Terms
- Discussion Questions
- Critical Thinking Exercises
- Applications And Cases
- Digital Marketing: Politically Neutral Social Media
- Marketing Ethics: Dr. Bronner Spews the Soap!
- Marketing by the Numbers: Gouging Their Eyes Out
- Company Case: H&M: Offering Sustainable Fashion and Quality at the Best Price
- Brand, Company, Name,and Organization Index
- A
- B
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- D
- E
- F
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- H
- I
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- K
- L
- M
- N
- O
- P
- Q
- R
- S
- T
- U
- V
- W
- X
- Y
- Z
- Subject Index
- A
- B
- C
- D
- E
- F
- G
- H
- I
- J
- K
- L
- M
- N
- O
- P
- Q
- R
- S
- T
- U
- V
- W
- Y
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