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CHAPTER 16 Managing Retailing, Wholesaling, and Logistics 446 Retailing 447 Types of Retailers 448 The New Retail Environment 451 Marketing Decisions 453 Channels 454 MARKETING MEMO Helping Stores to Sell 458 Private Labels 459 Role of Private Labels 460 Private-Label Success Factors 460 MARKETING INSIGHT Manufacturer’s Response to the Private Label Threat 461 Wholesaling 461 Trends in Wholesaling 463 Market Logistics 464 Integrated Logistics Systems 464 Market-Logistics Objectives 465 Market-Logistics Decisions 466 Organizational Lessons 469 Summary 469 Applications 470 PART 7 Communicating Value 474 CHAPTER 17 Designing and Managing Integrated Marketing Communications 474 The Role of Marketing Communications 476 The Changing Marketing Communications Environment 476 MARKETING INSIGHT Don’t Touch That Remote 476 Marketing Communications, Brand Equity, and Sales 478 The Communications Process Models 480 Developing Effective Communications 482 Identify the Target Audience 482 Determine the Communications Objectives 482 Design the Communications 484 MARKETING INSIGHT Celebrity Endorsements as a Strategy 486 Select the Communications Channels 486 Establish the Total Marketing Communications Budget 488 Deciding on the Marketing Communications Mix 490 Characteristics of the Marketing Communications Mix 490 Factors in Setting the Marketing Communications Mix 492 Measuring Communication Results 494 Managing the Integrated Marketing Communications Process 494 Coordinating Media 495 Implementing IMC 496 MARKETING MEMO How Integrated Is Your IMC Program? 496 Summary 497 Applications 497 CHAPTER 18 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations 502 Developing and Managing an Advertising Program 504 Setting the Objectives 504 Deciding on the Advertising Budget 505 Developing the Advertising Campaign 506 MARKETING MEMO Print Ad Evaluation Criteria 509 Deciding on Media and Measuring Effectiveness 510 Deciding on Reach, Frequency, and Impact 511 Choosing among Major Media Types 512 Alternate Advertising Options 512 MARKETING INSIGHT Playing Games with Brands 516 Selecting Specific Media Vehicles 516 Deciding on Media Timing and Allocation 517 Evaluating Advertising Effectiveness 518 Sales Promotion 519 Objectives 519 Advertising versus Promotion 519 Major Decisions 520 Events and Experiences 524 xiii
Events Objectives 524 Major Sponsorship Decisions 525 Creating Experiences 526 MARKETING MEMO Measuring High Performance Sponsorship Programs 526 Public Relations 527 Marketing Public Relations 527 Major Decisions in Marketing PR 528 Summary 530 Applications 530 CHAPTER 19 Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling 534 xiv Direct Marketing 535 The Benefits of Direct Marketing 536 Direct Mail 538 Catalog Marketing 539 Telemarketing 539 Other Media for Direct-Response Marketing 539 Public and Ethical Issues in Direct Marketing 540 Interactive Marketing 540 Advantages and Disadvantages of Interactive Marketing 540 Interactive Marketing Communication Options 541 MARKETING MEMO How to Maximize the Marketing Value of E-mails 543 MARKETING MEMO Segmenting Tech Users 545 Word of Mouth 546 Social Media 546 Buzz and Viral Marketing 549 Opinion Leaders 551 MARKETING MEMO How to Start a Buzz Fire 552 Measuring the Effects of Word of Mouth 552 Designing the Sales Force 553 Sales Force Objectives and Strategy 554 Sales Force Structure 555 MARKETING INSIGHT Major Account Management 555 PART 8 Sales Force Size 556 Sales Force Compensation 556 Managing the Sales Force 556 Recruiting and Selecting Representatives 556 Training and Supervising Sales Representatives 557 Sales Rep Productivity 557 Motivating Sales Representatives 558 Evaluating Sales Representatives 559 Principles of Personal Selling 560 The Six Steps 561 Relationship Marketing 562 Summary 562 Applications 563 Creating Successful Longterm Growth 566 CHAPTER 20 Introducing New Market Offerings 566 New-Product Options 567 Make or Buy 567 Types of New Products 568 Challenges in New-Product Development 568 The Innovation Imperative 568 New-Product Success 569 New-Product Failure 570 Organizational Arrangements 570 Budgeting for New-Product Development 571 Organizing New-Product Development 572 Managing the Development Process: Ideas 573 Generating Ideas 573 MARKETING MEMO Ten Ways to Find Great New-Product Ideas 574 MARKETING INSIGHT P&G’s New Connect Develop Approach to Innovation 574 MARKETING MEMO Seven Ways to Draw New Ideas from Your Customers 576 MARKETING MEMO How to Run a Successful Brainstorming Session 577 Using Idea Screening 578
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
Page 8 and 9: Contents Preface PART 1 CHAPTER 1 x
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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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CRAFTING THE BRAND POSITIONING | CH
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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 22 657 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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