Marketing_Management_14th_Edition-min

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African Americans, 77, 224 Age in demographic segmentation, 216–17 influencing consumer behavior, 155–56 Agents, 416, 462 Airtruck, 468 Aligning in channel management, 432 Allocating, 554 Allowance, 521 Alpha testing, 585 Alternatives, evaluation of, 168–70 beliefs and attitudes, 168 expectancy-value model, 169–70 Ambivalent Networkers, 545 Amplified expressiveness, 491 Anchoring heuristics, 176 Ancillary services, 457 Annual-plan control, 641–42 Anticipatory pricing, 408 Antitrust action, 304 APEC, 602 Approvers in buying center, 188 Arbitration, 438 Area market potential, 88–90 market-buildup method, 88–89 multiple-factor index method, 89–90 Area market specialists, 625 Areas of dominant influence (ADIs), 518 Arm’s-length price, 612 Arranged interviews, 109 Ascending bids, 402 ASEAN, 602 Asian Americans, 76, 224–25 Aspirational groups, 153 Associative network memory model, 163 Assortment building, 462 Assurance, service quality and, 372 Atmospheres, 523 Attack strategy general, 306 specific, 306 Attitude, 530 about products, 229 definition of, 168 of others, as intervening factor, 170–71 Attribute listing, 577 Auction-type pricing, 401–2 Audience-attention probability, 516 Audience quality, 516 Audiometers, 107 Augmented product, 326 Automated warehouses, 467 Automatic vending, 449 Availability heuristics, 174–75 Available market, 85 Average costs, 393 Awareness audience, 511 in consumer-adoption process, 589 marketing public relations and, 528 product, change in, 530 set, 167 Baby boomers, 221 Backward flow of activity, 418 Backward invention, 609 Banded pack, 521 Bare bones relationships, 202 Bargaining power of buyer/seller, threat of, 232 Barter, 404 Barter markets, 197 Basic product, 326 Basic service, 372 Behavioral campaigns, 638 Behavioral decision theory (BDT), 174–77 decision heuristics, 174–76 framing, 176–77 theory findings, 175 Behavioral economics, 174–77 Behavioral research, 103 Behavioral segmentation, 227–29 breakdown, 229 decision roles, 227–28 needs and benefits, 227 user and usage, 228–29 Behavioral targeting, 146 Beliefs, 168 Believability, 580 Believers, 227 Benchmarks, 34, 199, 622 Benefits in behavioral segmentation, 227 in cause-related marketing, 635–36 sales force compensation, 556 Best practices of top service companies, 366–68 customer complaints, satisfying, 368 high standards, 366 monitoring systems, 367–68 profittiers, 366–67 strategic concept, 366 top-management commitment, 366 Beta testing, 585 Billboards, 512–13 Biogenic needs, 160 Blogs, 72–73, 138–39, 205, 547–48 Blue-ocean thinking, 278–79 Bonding, 204 Born global, 598 Bottom-up grassroots approach to marketing, 137 Brain science, 108 Brainstorming session, 577 Branches of manufacturers/retailers, 462 Brand architecture (See Branding strategy) associations, 164 attitude, 483 audit, 256 awareness, 482 bonding, 247, 253 building, 27 bundling, 344–45 communities, 253–55, 293 concept, 580 consumption, expanding, 301–2 contact, 251–52, 478 crisis, managing, 316 definition of, 10, 241 experience, dimensions of, 358 feelings, 249 games with, 516 ghost, 316 imagery, 248 journalism, 292 judgments, 249 knowledge, 244 line, 261 loyalty, in small businesses, 293 loyalty status, 228–29 luxury, 334–35 mantras, 284–85, 286 metrics pathway, 117 mix, 261 most valuable, 257 narratives, 292 offerings, fine-tuning, 320 orphan, 316 performance, 247, 248 personality, 157 personification, 107 pillar pattern, 245 private label, 459 purchase intention, 483 reinforcement, 258–59 revitalization, 259–60 role of, 242–43 salience, 248 state of, 248 stature, 245 story, 292 valuation, 256–58 value calculation, 254, 257 value chain, 255–56 value creation, 254, 255 See also Branding Brand-asset management team (BAMT), 626 BrandAsset ® Valuator (BAV) model, 245–46, 248 Brand development index (BDI), 89–90 Brand-dominant hierarchy, 168 BrandDynamics pyramid, 246, 247 Branded variants, 261 Brand elements, 250–51 adaptation, 609 criteria for, 250 developing, 250–51 in small businesses, 293 Brand equity, 241–68 customer-based, 244 customer equity and, 267–68 defining, 243–45 drivers, 249–50 holistic marketing, 251–52 measuring, 255–58 models, 245–49 Brand equity, building, 249–55 brand communities, 253–55 brand elements, choosing, 250–51 holistic marketing activities, designing, 251–52 internal branding, 253 secondary associations, leveraging, 252–53 value creation practices, 254 Brand equity, managing, 258–60 brand reinforcement, 258–59 brand revitalization, 259–60 Brand extensions, 260, 263–67 advantages of, 264–65 disadvantages of, 265 research insights on, 266–67 scorecard, 266 success characteristics, 265–67 Branding cause, tips for, 637 co-branding, 344–45 color wheel of, 347 cultural, 292 decisions, 261 definition of, 243 emotional, 290–91 global, ten commandments of, 608 ingredient, 345–46 narrative, 292 primal, 292 role of, in brand valuation, 257 twenty-first-century, 267 See also Brand Branding strategy, 260–67 alternative, 261 brand extensions, 263–67 brand portfolios, 262–63 definition of, 260 house of brands vs. branded house, 261 Index I15
Brand-management organization, 625–27 Brand portfolios, 262–63 cash cows, 263 flankers, 263 high-end prestige, 263 low-end entry level, 263 Brand positioning, 275–97 alternative approaches, 291 developing, 275–86 differentiation strategies, 289–92 establishing, 286–89 for small businesses, 293–94 Brand positioning, differentiation strategies, 289–92 alternative approaches, 291 emotional branding, 290–91 means of, 290 Brand-positioning map, 580 Brand resonance, 249 model, 246, 248–49 Brand strength, 244, 245, 257 in small businesses, 293 Brand-tracking studies, 256 BrandZ model, 246 Brazil’s developing market, 598, 600 Break-even chart, 398, 427 BRIC, 598 See also Developing markets Brick-and-click companies, 439, 440–41 Bridges, 551 Broadcast ads, 518 Broadening, 622 Brokers, 462 Budget allocations in economic downturn, 319 Budget trade-offs, communication, 490 Building in channel management, 432 Bulk breaking, 462 Business advisory services, 328 database, 143 definitions, product to market, 39, 40 innovation, dimensions of, 46–47 (See also Marketing innovation) legislation, increase in, 84 mission, 48 partner relationships, 202 sector, 356 services, 328 Business analysis in newproduct development, 583 cash flow statement, 584 costs and profits, estimating, 584 total sales, estimating, 583–83 Business-goods testing, 587–88 Business markets analyzing, 183–211 business-to-business customer relationships, 201–5 challenges faced by, 184 definition of, 9, 183 government markets, 205–7 institutional markets, 205–6 organizational buying, 183–88 participants in business buying process, 188–93 purchasing/procurement process, 193–95 stages (buyphases) in buying process, 195–201 vs. consumer markets, 183–85 Business promotion, 519 tools, 522 Business-to-business customer relationships, 201–5 new technology and, 204–5 risks and opportunism in, 203–4 vertical coordination, benefits of, 202–3 Business-to-business e-commerce, 439–40 Business unit strategic planning, 47–54 business mission in, 48 control in, 53–54 feedback in, 53–54 goal formulation in, 50 program formulation in, 53 program implementation in, 53 strategic formulation in, 50–53 SWOT analysis in, 48–50 Buyback arrangement, 404 Buyer in buying center, 188 decision roles, 227 fewer, 184 geographically concentrated, 185 intentions, survey of, 91 larger, 184 reaching hard-to-find, 491 turnover, 517 Buyer-readiness stage, 228, 493 Buyer-supplier relationships, 202–3 Buygrid framework, 195 Buying, 462 alliances, 197 forward, 522 service, 449 sites, 197 Buying center, 188–90 influences, 189–90 members and roles in, 188–89 Buying decision process, 166–74 See also Five-stage model Buying influences key, 193 multiple, 185 Buying process, stages in, 195–201 buygrid framework, 195 general need description, 196 order-routine specification, 201 performance review, 201 problem recognition, 196 product specification, 196 proposal solicitation, 198 supplier search, 196–98 supplier selection, 198–201 Buying situations, 185–87 modified rebuy, 186 new task, 186 straight rebuy, 185 Buyphases in buying process. See Buying process, stages in Buzz marketing, 220, 293–94, 549–51, 552 Bypass attack, 306 By-product pricing, 343–44 Call centers, 368, 369 Call reports, 559 Cannabilization, 438 Cannibalized income, 584 Capital items, 328 Captive-product pricing, 343 Cash cows, 263 Cash-flow metrics pathway, 117 Cash flow statement, 584 Cash rebates, 405 Cash refund offers, 521 Catalog marketing, 539 Catalog showroom, 449 Catalog sites, 196 Category concept, 579 Category extension, 261 Category management, 626 Category membership communicating, 288 definition of, 277 in establishing brand positioning, 286, 287–88 Category need, 482 Category points-of-parity, 280–81 Causal marketing research, 100 Cause branding, tips for, 637 Cause program classic, 634 designing, 636, 637 Cause-related marketing, 634–38 benefits and costs, 635–36 cause branding, tips for, 637 cause program, designing, 636, 637 classic cause marketing programs, 634 Millenials’ attitudes about, 635 Celebrity endorsements, 486 Census tracts, 90 Central business districts, 458 Central Contractor Registration (CCR) database, 207 Central route, 173 Cents-off deals, 521 Chain-ratio method, 88 Channel captain, 431 coordination, 435 design and arrangements, modifying, 429 differences in global distribution, 613 differentiation, 290 entry in global distribution, 613 evolution, 429 in foreign nations, 613 functions and flows, 418–19 levels, 420–21 modification decisions, 429–30 partnerships, 428 power, 428 pricing, 406 specialist, 309 stewards/stewardships, 431–32 Channel alternatives, 424–27 channel members, terms and responsibilities of, 426 corporate and adaptive criteria, 427 economic criteria, 426–27 evaluating, 426 identifying, 424–26 numbers of intermediaries, 424–25 types of intermediaries, 424 Channel conflict, 435–38 cannibalization, 438 causes of, 436 definition of, 435 dilution, 438 ethical issues in, 438 legal issues in, 438 managing, 436–38 strategies to manage, 437–38 types of, 435–36 Channel-design decisions, 422–27 channel alternatives, 424–26 customer needs and wants, analyzing, 422–23 objectives and constraints, establishing, 423–24 I16 Index
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Marketing Management 14 PHILIP KOTL
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This book is dedicated to my wife a
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Kevin Lane Keller is widely recogni
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Contents Preface PART 1 CHAPTER 1 x
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Maximizing Customer Lifetime Value
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PART 5 Expanding Total Market Deman
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CHAPTER 16 Managing Retailing, Whol
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Managing the Development Process: C
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even part of the marketing vocabula
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• Interactive Elements—A wealth
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We are indebted to the following co
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Marketing Management
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Defining Marketing for the 21st Cen
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DEFINING MARKETING FOR THE 21ST CEN
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Developing Marketing Strategies and
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DEVELOPING MARKETING STRATEGIES AND
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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 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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Page 762 and 763: Global Strategies: A Contingency Mo
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Page 780 and 781: Free; page 619: Lou Linwei/Alamy Im
Page 782 and 783: Index Name Aaker, David A., 203 Aak
Page 784 and 785: McCausland, Tom, 7 McDonald, Bob, 6
Page 786 and 787: Andersen Consulting, 208, 209 Andro
Page 788 and 789: Disney Channel, 44, 178, 179 Disney
Page 790 and 791: IKEA, 5, 35, 37, 83, 179-80, 219, 2
Page 792 and 793: Nordstrom Rack, 148 North American
Page 794 and 795: StubHub, 73, 74, 412 Suave, 306 Sub
Page 798 and 799: Channel integration and systems, 41
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Page 804 and 805: Legal issues in advertising campaig
Page 806 and 807: Master brand, 260 Master franchisee
Page 808 and 809: Price, selecting final, 402-3 compa
Page 810 and 811: Retail sector, 356 Retail store, de
Page 812: Telemarketers, 558 Telemarketing, 5
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