Principles of Marketing, Scandinavian Edition
Höfundar: Anders Parment, Philip Kotler, Gary Armstrong
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Principles of Marketing Scandinavian Edition, 3rd edn, ePubAnnað
- Höfundar: Anders Parment, Philip Kotler, Gary Armstrong
- Útgáfa:3
- Útgáfudagur: 2020-09-07
- Engar takmarkanir á útprentun
- Engar takmarkanir afritun
- Format:ePub
- ISBN 13: 9781292355016
- Print ISBN: 9781292354996
- ISBN 10: 1292355018
Efnisyfirlit
- Cover
- Title
- Copyright
- Brief Contents
- Contents
- Preface
- Preface to The Second Edition
- Preface to The First Edition
- About The Authors
- Pearson Mylab – Digital Resources
- Chapter 1: Marketing: Creating Customer Value and Engagement
- Chapter preview
- Learning objectives
- Company Case: Fast fashion gigant Hennes & Mauritz: fast expansion leader or out of fashion?
- What is marketing?
- • Marketing defined
- • The marketing process
- Understanding the marketplace and customer needs
- • Customer needs, wants and demands
- • Market offerings – products, services and experiences
- • Customer value and satisfaction
- • Exchanges and relationships
- • Markets
- Designing a customer value-driven marketing strategy
- • Selecting customers to serve
- • Choosing a value proposition
- • Marketing management orientations
- Managing customer relationships and capturing customer value
- • Customer relationship management
- Customer engagement and today’s digital and social media
- Consumer-generated marketing
- • Partner relationship management
- Capturing value from customers
- • Creating customer loyalty and retention
- • Growing share of customer
- • Building customer equity
- The changing marketing landscape
- • Social media marketing
- • Globalization
- • Urbanization and polarization
- • The call for sustainability: more ethics and social responsibility
- • The growth of not-for-profit marketing
- The main focus of this book: large, complex organizations
- • Marketing in small and medium-sizedbusinesses
- Company Case: Adminicon: a small business selling services to large corporations
- Summary
- Key terms
- Discussing the concepts
- Applying the concepts
- Marketing by the numbers
- References
- Chapter 2: Company and Marketing Strategy
- Chapter preview
- Learning objectives
- Company-wide strategic planning: defining marketing’s role
- • Defining a market-oriented mission
- • Setting company objectives and goals
- Company Case: The end of endless growth?
- Marketing strategy and the marketing mix
- • Customer value-driven marketing strategy
- Real Marketing: DuckDuckGo: Google’s tiniest, fiercest competitor
- • Developing an integrated marketing mix
- The value chain: partnering to create great offers and build relationships
- Managing the marketing effort and marketing return on investment
- • Marketing analysis
- • Marketing planning
- • Marketing implementation
- • Marketing department organization
- • Marketing control
- International marketing strategy
- • Global marketing
- • Is the company truly global? National and global attitudes
- • Standardization or local adaptation? Deciding on the global marketing programme
- Company Case: Balancing local adaptation and global efficiencies: what does local adaptation bring?
- Measuring and managing return on marketing investment
- Summary
- Key terms
- Discussing the concepts
- Applying the concepts
- Marketing by the numbers
- References
- Chapter 3: Analysing The Marketing Environment
- Chapter preview
- Learning objectives
- Company Case: Philips: analysing the marketing environment in the Middle East
- The marketing environment
- The company’s micro-environment
- • Suppliers
- • Marketing intermediaries
- • Competitors
- • Publics
- • Customers
- The company’s macro-environment
- • Demographic environment
- • Economic environment
- • Ecological environment
- Company Case: Flying in the future? Business travellers, punctuality and environmental impact
- Real Marketing: Unilever’s Knorr: ways toward a sustainable future
- • Technological environment
- • Political and social environment
- • Cultural environment 1
- Responding to the marketing environment: proactive and reactive attitudes
- Real Marketing: In the social media age: when the dialogue gets nasty
- Summary
- Key terms
- Discussing the concepts
- Applying the concepts
- Online, mobile and social media marketing
- References
- Chapter 4: Marketing Research To Gain Consumer Insights
- Chapter preview
- Learning objectives
- Real Marketing: Social media command centres: listening to and engaging customers in social space
- Marketing information and consumer insights
- Gaining consumer insights
- • Marketing information system (MIS)
- Assessing marketing information needs
- Developing marketing information
- • Internal data
- • Marketing intelligence
- The marketing research process
- • 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
- Analysing and using marketing information
- • Customer relationship management (CRM)
- Big data and marketing analytics
- Ethnographic research and big data – two approaches to understand consumers
- Real Marketing: Netflix streams success with big data and marketing analytics
- • Distributing and using marketing information
- Marketing research does not always create the whole picture
- International marketing research
- Public policy and ethics in marketing research
- • Intrusions on consumer privacy
- Summary
- Key terms
- Discussing the concepts
- Applying the concepts
- References
- Chapter 5: Sustainable Marketing, Social Responsibility and Ethics
- Chapter preview
- Learning objectives
- Company Case: Sustainable business in non-sustainable environments: Telia Company’s challenging efforts to contribute to a sustainable society
- What is sustainable marketing?
- The sharing economy – a sustainability and business opportunity
- Sharing and platform business models
- Sustainability: the dead angle of economic growth?
- Greenwashing
- Social criticisms of marketing
- • Marketing’s impact on individual consumers
- • High advertising and promotion costs
- • Marketing’s impact on society as a whole
- • Marketing’s impact on other businesses
- Consumer actions to promote sustainable marketing
- • Consumerism
- • Environmentalism
- Business actions towards sustainable marketing
- Company Case: Ben & Jerry’s – where there are two scoops of social values: one an integral part of the company’s genetic make-up, and another in its marketing communications efforts
- • Planning for the future
- Public actions to regulate marketing
- Ethical and moral dilemmas in practicing sustainable marketing ethics
- Summary
- Key terms
- Discussing the concepts
- Applying the concepts
- Company Case: adidas: athletic apparel with purpose
- References
- Chapter 6: Consumer Markets And Consumer Buyer Behaviour
- Chapter preview
- Learning objectives
- Company Case: Buyer Involvement Explains How We Buy
- Models of consumer behaviour
- Characteristics affecting consumer behaviour
- • Cultural factors
- • Social factors
- Real Marketing: Tapping social media moms as brand ambassadors
- User-generated content
- • Personal factors
- • Psychological factors
- Types of buying decision behaviour
- • Complex buying behaviour
- • Dissonance-reducing buying behaviour
- • Habitual buying behaviour
- • Variety-seeking buying behaviour
- The buyer decision process
- • Need recognition
- • Information search
- • Evaluation of alternatives
- • Purchase decision
- • Post-purchase behaviour
- • 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
- Company Case: The Internet of Things – slow adoption
- Summary
- Key terms
- Discussing the concepts
- Applying the concepts
- Blogvertorials
- Marketing ethics
- Marketing by the numbers
- References
- Chapter 7: Business Markets and Business Buyer Behaviour
- Chapter preview
- Learning objectives
- Company Case: IBM: the world’s most valuable business-to-business brand
- Business markets
- • Market structure and demand
- • Nature of the buying unit
- • Types of decisions and the decision process
- Best Practice: IKEA: involving suppliers from start to finish
- Business buyer behaviour
- • Major types of buying situations
- • Participants in the business buying process
- • Major influences on business buyers
- Company Case: STIGA: marketing in industrial markets
- • The business buyer decision process
- • E-procurement
- Business-to-business digital and social media marketing
- Institutional and governmental markets
- • Institutional markets
- • Governmental markets
- Legislation issues
- Summary
- Key terms
- Discussing the concepts
- Applying the concepts
- E-procurement and mobile procurement
- Innocent: Proven Guilty?
- Marketing by the numbers
- Focus on technology
- Focus on ethics
- References
- Chapter 8: Customer Value-Driven Marketing Strategy: Creating Value for Target Customers
- Chapter preview
- Learning objectives
- Company Case: Henkel’s Persil: a ‘global’ marketing success
- Market segmentation in contemporary markets
- Market segmentation
- • Segmenting consumer markets
- Best Practice: Baby boomer marketing: not a hot topic for managers?
- Best Practice: Targeting the affluent – your wish is their command
- Company Case: Spendrups: segmentation and customer orientation that drive the market
- • Segmenting business markets
- • Segmenting international markets
- • Requirements for effective segmentation
- Market targeting
- • Evaluating market segments
- • Selecting target market segments
- Company Case: Stitch Fix – online niching
- • Choosing a targeting strategy
- • Socially responsible target marketing
- Differentiation and positioning
- • Positioning maps
- • Choosing a differentiation and positioning strategy
- • Communicating and delivering the chosen position
- Summary
- Key terms
- Discussing the concepts
- Applying the concepts
- Focus on ethics
- Marketing Ethics Targeting Teens
- References
- Chapter 9: Branding: Developing Strong Brands
- Chapter preview
- Learning objectives
- Company Case: Creating a premium brand: the Audi success story
- A branding perspective
- • The branded society
- • Where does a branding perspective apply?
- • Employer branding
- Best Practice: The employees’ social network: a great marketing opportunity
- Branding strategy: building strong brands
- • Brand equity and brand value
- • Building strong brands
- Company Case: Brand sponsorship: Nordea Scandinavian Masters
- Company Case: Chiquita: using the brand as a bridge for broadening the brand width
- • Managing brands
- Cornerstones of a strong brand
- Summary
- Key terms
- Discussing the concepts
- Applying the concepts
- Marketing by the numbers
- References
- Chapter 10: Products and Services
- Chapter preview
- Learning objectives
- Company Case: Samsung: enriching customers’ lives through new-product development
- What is a product?
- • Products, services and experiences
- Company Case: Financial services: Max Matthiessen
- • Levels of product and services
- • Product and service classifications
- The product life cycle
- Product and service decisions
- • Individual product and service decisions
- • Product support services
- • Product line decisions
- • Product mix decisions
- 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
- Real Marketing: Nestlé: how the food industry leader utilizes new product development and innovation
- Services marketing
- • The nature and characteristics of a service
- • Marketing strategies for service firms
- • Service-dominant logic
- Summary
- Key terms
- Discussing the concepts
- Applying the concepts
- References
- Chapter 11: Pricing Strategies
- Chapter preview
- Learning objectives
- Company Case: It’s complicated: price-setting in the medical technology industry
- What is a price, actually?
- Factors to consider when setting prices
- • Customer perceptions of value
- Real Marketing: LEGO: successfully reviving the positioning strategy and value proposition
- • Company and product costs
- • Other internal and external considerations affecting price decisions
- Real Marketing: Apple: premium priced and worth it
- 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 online pricing
- Real Marketing: Dynamic pricing at easyJet and Ryanair: climbing the skies with low prices
- • International pricing
- Price changes
- • Initiating price changes
- • Responding to price changes
- Summary
- Key terms
- Discussing the concepts
- Applying the concepts
- Marketing by the numbers
- Company Case: MSC Cruises: from one second-hand ship to a major world player
- Focus on ethics
- References
- Chapter 12: Marketing Channels
- Chapter preview
- Learning objectives
- Company Case: UNIQLO: the innovative route in fashion retailing
- Supply chains and the value delivery network
- The nature and importance of marketing channels
- • How channel members add value – a traditional approach
- • Number of channel levels
- Channel behaviour and organization
- • Vertical marketing systems
- Company Case: Zara: controlling the supply chain – and marketing channels
- • Horizontal marketing systems
- • Dependencies and conflicts in marketing channels
- Changing channel organization: a contemporary approach
- • Channel design decisions
- • One or more channels? Multichannel marketing channels
- Physical or online stores?
- Organizing efficient online retailing
- Real Marketing: Working with channel partners to create value for customers
- Omni channels
- Real Marketing: Omni channel retailing: creating a seamless shopping experience
- Designing international marketing channels
- • Deciding how to enter the market
- Company Case: Marketing channel strategies for multi-franchised premium products
- Marketing channel-management decisions
- • Legal considerations
- Marketing logistics and supply chain management
- • Major logistics functions
- • Integrated logistics management
- Retailing
- Company Case: Mystery shopping
- • Types of retailers
- • Retailer marketing decisions
- Wholesaling
- Summary
- Key terms
- Discussing the concepts
- Applying the concepts
- Focus on ethics
- Marketing by the numbers
- References
- Chapter 13: Marketing Communications
- Chapter preview
- Learning objectives
- Company Case: Volvo Cars: marketing communications as competitive edge, before, during and after a crisis
- The communication process
- Integrated marketing communications
- The marketing communications mix
- Advertising
- • Setting advertising objectives
- • Developing advertising strategy
- • Evaluating advertising effectiveness and return on advertising investment
- Public relations
- • The role and impact of public relations
- Personal selling
- • The role of the sales force
- Sales promotion
- • Consumer promotions tools
- Direct and digital marketing
- • Grass roots marketing communications and user-generated content
- • Influencer marketing
- Real Marketing: Converse: letting customers co-author the brand story
- Steps in developing effective marketing communication
- • Identifying the target audience
- • Determining the communication objectives
- • Designing a message
- Choosing communications channels and media
- • Personal communication channels
- • Non-personal communication channels
- • Selecting the message source
- Setting the total marketing communications budget and mix
- • Setting the total marketing communications budget
- Marketing communications mix strategies
- • The shifting marketing communications model
- Challenges in the contemporary marketing communications landscape
- • Communication and message saturation
- • Communicating in a polarized world
- Summary
- Key terms
- Company Case: Volvo Trucks: integrated marketing communications of epic proportions
- Discussing the concepts
- Applying the concepts
- References
- Chapter 14: Creating Competitive Advantage
- Chapter preview
- Learning objectives
- Company Case: Kodak: the competitor it didn’t see soon enough
- Competitor analysis
- • What industry are we operating in?
- • Identifying competitors
- • Industry and market definitions of competition
- • The changing nature of industry boundaries
- • Restrictions in business-to-business markets
- • Assessing competitors
- Best Practice: Synergies may create competitive advantages
- • 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
- • External and internal sources of competitive advantage
- Summary
- Key terms
- Discussing the concepts
- Applying the concepts
- Company Case: YouTube: Google’s quest for video dominance
- Focus on ethics
- Marketing by the numbers
- References
- Glossary
- Company Index
- Index
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- Útgáfuár : 2020
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