Marketing_Management_14th_Edition-min

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Family of procreation, 154 Farm products, 327 Fashion life cycles, 311 Fast & Furious 4 (movie), 44 Feature improvement, 314 Features, 329 Feedback brand extensions, 264–65 in business unit strategic planning, 53–54 in communications process, 480 in evaluating sales representatives, 559 sites, 73 Feed-forward, 559 Feminine dimension, 607 Field value-in-use assessment, 199 Financial accountability, 22 Financial analysis, in brand valuation, 257 Financial projections, 54–55 Financial risk, 171 Financing, 462 Finite nonrenewable resources, 81 Firms of endearment, 630 First entry, 588 First movers, 312 Fishyback, 468 Five-stage model, 166–74 alternatives, evaluation of, 168–70 consumer decision making, 173–74 information search, 167 information sources, 167–68 postpurchase behavior, 172–73 problem recognition, 167 purchase decision, 170–71 Fixed-amount compensation, 556 Fixed costs, 393 Flank defense, 303 Flankers, 263 Flanking attack, 306 Flattening, 622 Flexible market offering, 231 Flighting, new product advertising and, 517 Flow, in modern exchange economy, 8 Fluctuating demand, 185 Focus, 51, 622 Focus group assessment, 199 definition of, 199 research, 101–2 Follow-up, 562 Forced relationships, 577 Forecasting buyers’ intentions, survey of, 91 definition of, 91 expert opinion, 91 market-test method, 91 past-sales analysis, 91 sales force opinions, composite of, 91 Foreign-based distributors or agents, 604 Form, 329 Forums, 73, 546–47 Forward buying, 522 Forward flow of activity, 418 Forward invention, 609 Four Ps, 25–26 Fragile-market-share trap, 408 Frames of reference competitive, 275–79 multiple, 282–83 Framing, 176–77 mental accounting, 176–77 in purchasing/procurement process, 194 Franchisees, 450 Franchise organizations, 433, 450 Franchising, 450, 604 Franchisor, 433, 450 Fraud, 540 Free goods, 521 Free media, 546 Free online services, 384–85 Free samples, 384–85 Free trials, 521 Frequency, media selection and, 511–12 Frequency programs, 521 Freud’s theory, 160 Frontal attack, 306 Fulfillment, online, 376 Fulfillment management process, 34 Full demand, 8 Full-line forcing, 438 Full market coverage, 232–33 Full-service retailer, 448 Full-service wholesalers, 462 Functional hubs, 197 Functional magnetic resonance imaging (fMRI), 108 Functional organization, 623, 625 Functional risk, 171 Future demand estimations, 90–91 See also Forecasting Gain and risk sharing, 200 pricing, 403 Galvanometers, 107 Games, 521 with brands, 516 Gap level, 580 Gatekeepers in buying center, 188 Gender in demographic segmentation, 217 General need description, 196 Generations, 219–22 baby boomers, 221 Gen X, 221 Millenials (Gen Y), 219–21 profiling, 220 Silent Generation, 221–22 Generics, 460 Gen X, 221 Gen Y (Millenials), 219–21, 635 Geographical expansion strategy, 301 Geographical pricing, 404 Geographic organization, 616, 625 Geographic segmentation, 214–16 Geographic specialist, 309 Ghost brands, 316 Giant retailers, 452–53 Gifts, 521 Global channel considerations, 430–31 Global communication strategies, 610–11 Global distribution strategies, 613 Global firm, definition of, 596 Global industry, definition of, 596 Globalization, 12, 622 Global marketing organization, 616–17 export department, 616 global organization, 616–16 international division, 616 Global marketing program, 606–13 blunders in, 610 communication strategies, 610–11 distribution strategies, 613 marketing adaptation, 607 pricing strategies, 611–13 product strategies, 608–10 similarities and differences, 606–7 ten commandments of global branding, 608 Global markets, 9, 595–619 competing in, 595–96 country-of-origin effects, 614–15 going abroad, deciding on, 597 how to enter market, deciding, 603–6 marketing organization, deciding on, 616–17 marketing program, deciding on, 606–13 markets to enter, deciding which, 597–603 Global markets, entering, 597–606 deciding on how to enter, 603–6 developed vs. developing markets, 598–602 direct investment, 605 evaluating potential markets, 602–3 export, indirect and direct, 603–4 globally standardized marketing pros and cons, 606 how many to enter, 598 joint ventures, 605 licensing, 604–5 regional trade areas and agreements, 602 Global organization, 616–16 Global Positioning System (GPS), 107, 331 Global pricing strategies, 611–13 counterfeit products, 612–13 gray markets, 612 price escalation, 611–12 transfer prices, 612 Global product strategies, 608–10 brand element adaptation, 609 product adaptation strategies, 608–9 product standardization, 608 Goal achievement, strategy for, 50–52 See also Strategic formulation Goal formulation, 50 Goal incompatibility, 436 Going abroad, deciding on, 597 Going-rate pricing, 401 Goods, 5 See also Product Government markets, 9, 205–7 Government sector, 356 Grassroots marketing, 214 Gray markets, 612 Green marketing, 80–83 Greenwashing, 633 Gross domestic product (GDP), 90 Group-discussion method, 91 Growth, long-term, 27 Growth leaders, 572 Growth opportunities corporate strategic planning, 42–47 diversification growth, 44–45 divesting older businesses, 45 downsizing, 45 integrative growth, 43–44 intensive growth, 43 strategic-planning gap, 42 Growth-slump-maturity pattern, 310 Growth stage of product life cycle, 310, 313 Guarantees, 349, 360 Guerrilla attack, 306 Index I21
Happenings data, 71 Hard-core loyals, 228 Hard-discount store, 449 Hardware of success, 53 Harvesting, 315 Heart share, 291 Hedonic bias, 163 Heightened attention, 167 Heightened competition, 12 Herzberg’s theory, 161 Heterogeneous shopping goods, 327 Heuristics consumer choice, 170 decision, 174–76 definition of, 170 Hierarchy-of-effects model, 481 High customer value, delivering, 127 High-end prestige, 263 Higher-volume retailers, 456 High-level management committee, 572 High-low pricing, 401 High-markup retailers, 456 Hiring procedures, 360 Hispanic Americans, 76–77, 222–24 Historical approach to advertising, 519 Holistic marketing brand equity, 251–52 orientation in customer value, 36 Homogenous shopping goods, 327 Horizontal channel conflict, 435–36 Horizontal marketing systems, 433 Household patterns, 77 Hub-and-spoke system, 625 Hybrid channels, 416–17 Hybrid grid, 435 Hybrid offering, 357 Ideal method, 47 Ideal self-concept, 157 Idea manager, 576 Ideas as market offering, 7 Idea screening, 578–79 Ideas in new-product development, 573–79 creativity techniques, adopting, 577–78 idea screening, 578–79 interacting with employees, 576–77 interacting with others, 574–76 studying competitors, 577 Identity media, 529 identity theft, 84 Image differentiation, 290 Image pricing, 406 Image seekers, 227 Imitator, 307 Impact, media selection and, 511–12 Implementation controls, 55 Implication questions, 560 Implications, in customer perceived value, 126 Implicit events and experiences, 492 Importance-performance analysis, 367–68 Importance ratings, 199 Impulse goods, 327 Inbound telemarketing, 539 Incentive, 491 Income, 78 Income distribution, 78 Income distribution patterns, 78 Income in demographic segmentation, 218 Incremental innovation, 569 Independent audit, 643 India’s developing market, 598, 600 Indirect export, 603–4 Individualism, 607 Individual marketing, 234–35 Indonesia developing markets, 598, 601 selling to, 188 Industrial economies, 78 Industrial-goods classification, 327–28 Industrializing economies, 78 Industry, definition of, 278 Industry convergence, 12 Industry sales, 90 Inelastic demand, 185 Influencer, 188, 227 Influencing in channel management, 432 Influential word-of-mouth marketing, 492 Infomediaries, 171, 439 Infomercials, 539–40 Information gathering, 554 marketing of, 6–7 search, 167 sources, 167–68 Informational appeals, 484 Information Encumbered, 545 Information in marketing research process analyzing, 100 collecting, 110–11 value and cost of, 113 Informative advertising, 504 Ingredient branding, 345–46 In-home tests, 518 Initiator, 188, 227 Innovation definition of, 589 diffusion process, 589 opportunities, 83 with services, 370 in services differentiation, 290 value, high growth through, 278–79 Innovators, 226, 589 Inseparability, 359 Installations, 328, 331 Institutional markets, 205–6 Institutional ties, creating, 143 Intangibility, 358–59 Integrated logistics systems (ILS), 464–65 Integrated marketing communications (IMC), 494 assessing, 496 coordinating media, 495–96 definition of, 495 implementing, 496 Integrated multichannel marketing systems, 433–35 Integration of communication channels, 488 Integration of marketing concepts, 22, 23 Integrative growth, 43–44 Intensive distribution, 425 Intensive growth, 43 Interacting with customers, 141–42 Interactive marketing, 365, 478, 492, 540–45 advantages of, 540–41 communication options, 541 disadvantages of, 540–41 Interbrand valuation method, 257–58 Intercept interviews, 109 Interest, in consumer-adoption process, 589 Intermediaries in market channels, 416 dependence on manufacturer, 436 numbers of, 424–25 types of, 424 Internal branding, 253 Internal engineering assessment, 199 Internal environment analysis, 49–50 Internal marketing, 365, 623–29 creative, building, 628–29 organizing marketing department, 623–27 relationships with other departments, 627 Internal records, 70–71 databases, 71 data mining, 71 data warehousing, 71 order-to-payment cycle, 70 sales information systems, 70 International division, 616 Internationalization process, 597 International subsidiaries, 616 Internet buzz marketing, 220 Central Contractor Registration database, 207 e-procurement, 197–98 improving business performance with, 204–5 in marketing research, 98 online business buying, 197 online purchasing by government markets, 207 shift in buying patterns caused by, 235 supplier search, 196–97 Interstitials, 543 Intertype competition, growth of, 452 Intervening factors in purchase decision, 170–71 Interviewing, 108–9 Intimacy in emotional branding, 291 Intrinsic rewards, 558 Introduction stage of product life cycle, 310, 312–13 Inventor, 312 Inventory, 467–68 Inventory-carrying costs, 467 Investment in economic downturn, increasing, 318 Invitation, 491 Irregular demand, 8 Irritation in direct marketing, 540 Item, 336 Jobbers, 421 Job-shop specialist, 309 Joint memberships, 437 Joint-venture co-branding, 344 Joint ventures, 605 Justifying, 622 Just-noticeable difference, 341 Knowledge, 245 Labeling, 348–49 Laddering, 107, 160 Laggards, 589 Late entry, 588 Late majority, 589 Latent demand, 8 Lateral marketing, 578 Lead generation, 198 Lead time, 523 Lean manufacturing, 465 “Learn-feel-do” sequence, 480–81 Learning, 163 Learning curve, 393 Legal behavior, 630 I22 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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COMPETITIVE DYNAMICS | CHAPTER 11 3
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Setting Product Strategy At the hea
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SETTING PRODUCT STRATEGY | CHAPTER
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Designing and Managing Services As
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DESIGNING AND MANAGING SERVICES | C
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Developing Pricing Strategies and P
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DEVELOPING PRICING STRATEGIES AND P
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Designing and Managing Integrated M
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DESIGNING AND MANAGING INTEGRATED M
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Managing Retailing, Wholesaling, an
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Designing and Managing Integrated M
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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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TAPPING INTO GLOBAL MARKETS | CHAPT
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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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Page 762 and 763: Global Strategies: A Contingency Mo
Page 764 and 765: Takes on Coffee Giants Cup by Cup,
Page 766 and 767: Metrics: 50+ Metrics Every Executiv
Page 768 and 769: Glossary A activity-based cost (ABC
Page 770 and 771: customer lifetime value (CLV) the n
Page 772 and 773: J jobbers small-scale wholesalers w
Page 774 and 775: personal communications channels tw
Page 776 and 777: target market the part of the quali
Page 778 and 779: Image Credits Chapter 1 page 2: New
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 796 and 797: African Americans, 77, 224 Age in d
Page 798 and 799: Channel integration and systems, 41
Page 800 and 801: Customer relationship in services,
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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