Marketing_Management_14th_Edition-min

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Maximizing Customer Lifetime Value 132 MARKETING MEMO Marketing and Total Quality 132 Customer Profitability 133 Measuring Customer Lifetime Value 134 Cultivating Customer Relationships 134 MARKETING MEMO Calculating Customer Lifetime Value 134 Customer Relationship Management 135 Attracting and Retaining Customers 139 Building Loyalty 141 Win-Backs 143 Customer Databases and Database Marketing 143 Customer Databases 143 Data Warehouses and Data Mining 143 The Downside of Database Marketing and CRM 145 MARKETING INSIGHT The Behavioral Targeting Controversy 146 Summary 147 Applications 147 CHAPTER 6 Analyzing Consumer Markets 150 What Influences Consumer Behavior? 151 Cultural Factors 151 Social Factors 153 MARKETING MEMO The Average U.S. Consumer Quiz 155 Personal Factors 155 Key Psychological Processes 160 Motivation: Freud, Maslow, Herzberg 160 Perception 161 Learning 163 Emotions 163 Memory 163 MARKETING INSIGHT Made to Stick 165 The Buying Decision Process: The Five-Stage Model 166 Problem Recognition 167 Evaluation of Alternatives 168 Purchase Decision 170 Postpurchase Behavior 172 Moderating Effects on Consumer Decision Making 173 Behavioral Decision Theory and Behavioral Economics 174 Decision Heuristics 174 MARKETING INSIGHT Predictably Irrational 176 Framing 177 Summary 177 Applications 178 CHAPTER 7 Analyzing Business Markets 182 What Is Organizational Buying? 183 The Business Market versus the Consumer Market 183 Buying Situations 185 Systems Buying and Selling 187 Participants in the Business Buying Process 188 The Buying Center 188 Buying Center Influences 189 Targeting Firms and Buying Centers 190 MARKETING INSIGHT Big Sales to Small Businesses 191 The Purchasing/Procurement Process 193 Stages in the Buying Process 195 Problem Recognition 196 General Need Description and Product Specification 196 Supplier Search 196 Proposal Solicitation 198 Supplier Selection 198 MARKETING MEMO Developing Compelling Customer Value Propositions 199 Order-Routine Specification 201 Performance Review 201 Managing Business-to-Business Customer Relationships 201 The Benefits of Vertical Coordination 202 MARKETING INSIGHT Establishing Corporate Trust, Credibility, and Reputation 203 Business Relationships: Risks and Opportunism 203 ix
New Technology and Business Customers 204 Institutional and Government Markets 205 Summary 207 Applications 208 CHAPTER 8 PART 4 Identifying Market Segments and Targets 212 Bases for Segmenting Consumer Markets 214 Geographic Segmentation 214 Demographic Segmentation 216 MARKETING INSIGHT Trading Up, Down, and Over 218 Psychographic Segmentation 225 Behavioral Segmentation 227 Bases for Segmenting Business Markets 230 Market Targeting 231 Effective Segmentation Criteria 231 Evaluating and Selecting the Market Segments 232 MARKETING INSIGHT Chasing the Long Tail 235 Summary 236 Applications 237 Building Strong Brands 240 CHAPTER 9 Creating Brand Equity 240 What Is Brand Equity? 241 The Role of Brands 242 The Scope of Branding 243 Defining Brand Equity 243 Brand Equity Models 245 MARKETING INSIGHT Brand Bubble Trouble 248 Building Brand Equity 249 Choosing Brand Elements 250 Designing Holistic Marketing Activities 251 Leveraging Secondary Associations 252 Internal Branding 253 Brand Communities 253 Measuring Brand Equity 255 MARKETING INSIGHT The Brand Value Chain 255 MARKETING INSIGHT What Is a Brand Worth? 257 Managing Brand Equity 258 Brand Reinforcement 258 Brand Revitalization 259 Devising a Branding Strategy 260 Branding Decisions 261 Brand Portfolios 262 Brand Extensions 263 Customer Equity 267 MARKETING MEMO Twenty-First-Century Branding 267 Summary 268 Applications 269 CHAPTER 10 Crafting the Brand Positioning 274 Developing and Establishing a Brand Positioning 275 Determining a Competitive Frame of Reference 276 MARKETING INSIGHT High Growth Through Value Innovation 278 Identifying Optimal Points-of-Difference and Points-of-Parity 280 Choosing POPs and PODs 283 Brand Mantras 284 Establishing Brand Positioning 286 MARKETING MEMO Constructing a Brand Positioning Bull’s-eye 287 Differentiation Strategies 289 Alternative Approaches to Positioning 291 Positioning and Branding a Small Business 293 Summary 294 Applications 294 CHAPTER 11 Competitive Dynamics 298 Competitive Strategies for Market Leaders 299 MARKETING INSIGHT When Your Competitor Delivers More for Less 300 x
Page 2 and 3: Marketing Management 14 PHILIP KOTL
Page 4 and 5: This book is dedicated to my wife a
Page 6 and 7: Kevin Lane Keller is widely recogni
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Collecting Information and Forecast
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COLLECTING INFORMATION AND FORECAST
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Conducting Marketing Research Good
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CONDUCTING MARKETING RESEARCH | CHA
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Creating Long-term Loyalty Relation
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CREATING LONG-TERM LOYALTY RELATION
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Analyzing Consumer Markets The aim
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ANALYZING CONSUMER MARKETS | CHAPTE
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Analyzing Business Markets Business
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Identifying Market Segments and Tar
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IDENTIFYING MARKET SEGMENTS AND TAR
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Creating Brand Equity One of the mo
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CREATING BRAND EQUITY | CHAPTER 9 2
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Crafting the Brand Positioning No c
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Competitive Dynamics To be a long-t
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Setting Product Strategy At the hea
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Designing and Managing Services As
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Developing Pricing Strategies and P
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Designing and Managing Integrated M
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Managing Retailing, Wholesaling, an
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Managing Mass Communications: Adver
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MANAGING MASS COMMUNICATIONS | CHAP
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Managing Personal Communications: D
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MANAGING PERSONAL COMMUNICATIONS |
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Introducing New Market Offerings Ne
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INTRODUCING NEW MARKET OFFERINGS |
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Tapping into Global Markets With ev
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Managing a Holistic Marketing Organ
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MANAGING A HOLISTIC MARKETING ORGAN
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APPENDIX | CHAPTER 22 653 • Marke
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APPENDIX | CHAPTER 22 655 Step 1: I
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APPENDIX | CHAPTER 22 657 keeping a
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Appendix SONIC MARKETING PLAN AND E
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Targeted Segment Customer Need Corr
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Samsung Galaxy S - Captivate Apple
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in February. Also, we will create b
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Chapter 4 Your next task is to cons
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• As a start-up company, what com
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Chapter 20 Knowing that the smart p
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Endnotes Chapter 1 1. Michael Learm
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Harvard Business School Press, 2004
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30. Queena Sook Kim, “Fisher-Pric
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Tabor, “Contributing Factors; Sev
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29. For an empirical comparison of
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75. Michael D. Johnson, and Fred Se
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Perspectives in Consumer Behavior (
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Theory and Measurement (New York: J
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25. Piet Levy, “Reeling in the Hu
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Chapter 8 1. Jonathan Schneider,
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57. Jerry Harkavy, “Colgate Buyin
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in-depth examination of how brand n
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79. John Milewicz and Paul Herbig,
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22. Kerry Capell, “Thinking Simpl
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29. Theodore Levitt, “Innovative
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Chapter 12 1. John Frank, “Beep!
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Room for Growth in Printer Market,
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23. W. Earl Sasser, “Match Supply
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Jaishankar Ganesh, Mark J. Arnold,
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Cosmetics,” Journal of Economic P
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72. For an interesting discussion o
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29. “Nike Says No to Blue-Light S
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80. Susan Fournier and Lara Lee,
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43. Ben Paynter, “Happy Hour,”
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22. Michael R. Solomon, Consumer Be
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Tribune, May 12, 2007; Avery Johnso
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Split Cable T.V. Advertising Experi
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29. Julia Angwin and Tom McGinty,
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Marketing?” Marketing NPV 3 (2006
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9. Stefan Wuyts, Shantanu Dutta, an
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Innovations,” Journal of Marketin
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89. Jordan Robertson, “How Nike G
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41. For some research method issues
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Global Strategies: A Contingency Mo
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Takes on Coffee Giants Cup by Cup,
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Metrics: 50+ Metrics Every Executiv
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Glossary A activity-based cost (ABC
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customer lifetime value (CLV) the n
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J jobbers small-scale wholesalers w
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personal communications channels tw
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target market the part of the quali
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Image Credits Chapter 1 page 2: New
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Free; page 619: Lou Linwei/Alamy Im
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Index Name Aaker, David A., 203 Aak
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McCausland, Tom, 7 McDonald, Bob, 6
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Andersen Consulting, 208, 209 Andro
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Disney Channel, 44, 178, 179 Disney
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IKEA, 5, 35, 37, 83, 179-80, 219, 2
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Nordstrom Rack, 148 North American
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StubHub, 73, 74, 412 Suave, 306 Sub
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African Americans, 77, 224 Age in d
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Channel integration and systems, 41
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Customer relationship in services,
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Family of procreation, 154 Farm pro
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Legal issues in advertising campaig
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Master brand, 260 Master franchisee
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Price, selecting final, 402-3 compa
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Retail sector, 356 Retail store, de
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Telemarketers, 558 Telemarketing, 5
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