Principles of Marketing

Recommendations

Info

Principles ofMARKETING17eGLOBAL EDITIONPhilip KotlerNorthwestern UniversityGary ArmstrongUniversity of North CarolinawithMarc Oliver OpresnikSt. Gallen Management Institute
Vice President, Business Publishing: Donna BattistaDirector of Portfolio Management: Stephanie WallPortfolio Manager: Daniel TylmanEditorial Coordinator: Linda AlbelliManaging Editor, Global Edition: Steven JacksonAssociate Acquisitions Editor, Global Edition: Ishita SinhaSenior Project Editor, Global Edition: Daniel LuizProject Manager, Global Edition: Nikhil RakshitManager, Media Production, Global Edition: M. Vikram KumarSenior Manufacturing Controller, Production, Global Edition:Trudy KimberVice President, Product Marketing: Roxanne McCarleyDirector of Strategic Marketing: Brad ParkinsStrategic Marketing Manager: Deborah StricklandProduct Marketer: Becky BrownField Marketing Manager: Lenny Ann KucenskiProduct Marketing Assistant: Jessica QuazzaVice President, Production and Digital Studio, Arts and Business:Etain O’DeaDirector of Production, Business: Jeff HolcombManaging Producer, Business: Ashley SantoraOperations Specialist: Carol MelvilleCreative Director: Blair BrownManager, Learning Tools: Brian SuretteContent Developer, Learning Tools: Sarah PetersonManaging Producer, Digital Studio, Arts and Business:Diane LombardoDigital Studio Producer: Darren CormierDigital Studio Producer: Alana ColesFull-Service Project Management, Design, and Composition: IntegraSoftware ServicesCover Art: MSSA/Shutterstock.comPearson Education LimitedKAO TwoKAO ParkHarlowCM17 9NAUnited Kingdomand Associated Companies throughout the worldVisit us on the World Wide Web at:www.pearsonglobaleditions.com© Pearson Education Limited 2018The rights of Philip Kotler and Gary Armstrong to be identified as the authors of this work have been asserted by them inaccordance with the Copyright, Designs and Patents Act 1988.Authorized adaptation from the United States edition, entitled Principles of Marketing, 17th edition, ISBN 978-0-13-449251-3, byPhilip Kotler and Gary Armstrong, published by Pearson Education © 2018.All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any formor by any means, electronic, mechanical, photocopying, recording or otherwise, without either the prior written permissionof the publisher or a license permitting restricted copying in the United Kingdom issued by the Copyright LicensingAgency Ltd, Saffron House, 6–10 Kirby Street, London EC1N 8TS.All trademarks used herein are the property of their respective owners. The use of any trademark in this text does not vestin the author or publisher any trademark ownership rights in such trademarks, nor does the use of such trademarks implyany affiliation with or endorsement of this book by such owners.ISBN 10: 1-292-22017-1ISBN 13: 978-1-292-22017-8British Library Cataloguing-in-Publication DataA catalogue record for this book is available from the British Library.10 9 8 7 6 5 4 3 2 114 13 12 11 10Typeset in Times LT Pro-Roman by Integra Software Services.Printed and bound by Lego, Italy.
Page 2 and 3: Principles ofMARKETING
Page 6 and 7: DedicationTo Kathy, Betty, Mandy, M
Page 8 and 9: About the AuthorsAs a team, Philip
Page 10 and 11: Brief ContentsPreface 17Acknowledgm
Page 12 and 13: ContentsPreface 17Acknowledgments 2
Page 14 and 15: 13Part 3: Designing a Customer Valu
Page 16 and 17: 15Engaging Consumers and Communicat
Page 18 and 19: PrefaceThe Seventeenth Edition of K
Page 20 and 21: 19which pulls marketing together un
Page 22 and 23: Learning Aids That Create Value and
Page 24 and 25: AcknowledgmentsNo book is the work
Page 26 and 27: Principles ofMARKETING
Page 28 and 29: be straight to the customer’s hot
Page 30 and 31: Marketing is all around you, in goo
Page 32 and 33: CHAPTER 1 | Marketing: Creating Cus
Page 40 and 41: Perceived value: A Steinway piano
Page 42 and 43: Customer-engagement marketingMaking
Page 46 and 47: Customer equityThe total combined c
Page 48 and 49: Digital and social media marketingU
Page 54 and 55:
Sustainable marketing: Ben & Jerry
Page 56 and 57:
CHAPTER 1 | Marketing: Creating Cus
Page 58 and 59:
Page 60 and 61:
Page 62 and 63:
MyLab MarketingGo to mymktlab.com f
Page 64 and 65:
CHAPTER 2 | Company and Marketing S
Page 66 and 67:
Page 68 and 69:
Page 70 and 71:
Page 72 and 73:
FIGURE | 2.3The Product/Market Expa
Page 74 and 75:
The value chain: These True Value a
Page 76 and 77:
Market segmentationDividing a marke
Page 78 and 79:
Page 80 and 81:
Page 82 and 83:
Page 84 and 85:
Page 86 and 87:
Page 88 and 89:
Page 90 and 91:
Page 92 and 93:
but also in many professional appli
Page 94 and 95:
CHAPTER 3 | Analyzing the Marketing
Page 96 and 97:
Page 98 and 99:
Page 100 and 101:
Targeting millennials: Fifth Third
Page 102 and 103:
Telecommuting: Applications like Ci
Page 104 and 105:
Page 106 and 107:
Environmental sustainabilityDevelop
Page 108 and 109:
Page 110 and 111:
Page 112 and 113:
Cause-related marketing: AT&T joine
Page 114 and 115:
Page 116 and 117:
Page 118 and 119:
Page 120 and 121:
Page 122 and 123:
Page 124 and 125:
CHAPTER 4 | Managing Marketing Info
Page 126 and 127:
Page 128 and 129:
Internal databasesCollections of co
Page 130 and 131:
Page 132 and 133:
Page 134 and 135:
Page 136 and 137:
Page 138 and 139:
Online focus groupsGathering a smal
Page 140 and 141:
Page 142 and 143:
Page 144 and 145:
Page 146 and 147:
Page 148 and 149:
Page 150 and 151:
Page 152 and 153:
Page 154 and 155:
Page 156 and 157:
Page 158 and 159:
to influence the next wave of techn
Page 160 and 161:
CHAPTER 5 | Consumer Markets and Bu
Page 162 and 163:
Page 164 and 165:
Page 166 and 167:
Page 168 and 169:
Page 170 and 171:
Brand personality: MINI markets to
Page 172 and 173:
Page 174 and 175:
Page 176 and 177:
To raise involvement, Bob’s Red M
Page 178 and 179:
Page 180 and 181:
Page 182 and 183:
Page 184 and 185:
Page 186 and 187:
Page 188 and 189:
focus, IBM shifted emphasis away fr
Page 190 and 191:
Derived demandBusiness demand that
Page 192 and 193:
CHAPTER 6 | Business Markets and Bu
Page 194 and 195:
Emotions play a role in business bu
Page 196 and 197:
Page 198 and 199:
Page 200 and 201:
Page 202 and 203:
Page 204 and 205:
Page 206 and 207:
Page 208 and 209:
Page 210 and 211:
Page 212 and 213:
CHAPTER 7 | Customer Value-Driven M
Page 214 and 215:
Page 216 and 217:
Page 218 and 219:
Page 220 and 221:
Page 222 and 223:
Page 224 and 225:
Differentiated marketing: P&G marke
Page 226 and 227:
Page 228 and 229:
Choosing a Targeting StrategyCHAPTE
Page 230 and 231:
Positioning: IKEA does more than ju
Page 232 and 233:
Page 234 and 235:
Page 236 and 237:
Page 238 and 239:
Page 240 and 241:
Page 242 and 243:
Page 244 and 245:
share their lives’ most meaningfu
Page 246 and 247:
Creating customer experiences: More
Page 248 and 249:
CHAPTER 8 | Products, Services, and
Page 250 and 251:
Page 252 and 253:
Page 254 and 255:
As the Starbucks logo continues to
Page 256 and 257:
Page 258 and 259:
Page 260 and 261:
By providing customers with organiz
Page 262 and 263:
Page 264 and 265:
Managing service productivity: From
Page 266 and 267:
Consumers’ relationships with bra
Page 268 and 269:
Protecting the brand name: This ad
Page 270 and 271:
After the release of the movie The
Page 272 and 273:
Page 274 and 275:
Page 276 and 277:
Page 278 and 279:
Page 280 and 281:
ahead of Apple. But more than just
Page 282 and 283:
CHAPTER 9 | Developing New Products
Page 284 and 285:
Page 286 and 287:
Page 288 and 289:
Page 290 and 291:
Page 292 and 293:
Page 294 and 295:
Page 296 and 297:
Maturity stageThe PLC stage in whic
Page 298 and 299:
Page 300 and 301:
Page 302 and 303:
Page 304 and 305:
Page 306 and 307:
Page 308 and 309:
CHAPTER 10 | Pricing: Understanding
Page 310 and 311:
Page 312 and 313:
Good-value pricing: Even premium br
Page 314 and 315:
Page 316 and 317:
Page 318 and 319:
Page 320 and 321:
Page 322 and 323:
Page 324 and 325:
Page 326 and 327:
Page 328 and 329:
Video Case Fast-Food Discount WarsC
Page 330 and 331:
Page 332 and 333:
One of the best illustrations of Ap
Page 334 and 335:
Penetration pricing: An entry-level
Page 336 and 337:
CHAPTER 11 | Pricing Strategies: Ad
Page 338 and 339:
Page 340 and 341:
Page 342 and 343:
Page 344 and 345:
Page 346 and 347:
Page 348 and 349:
Page 350 and 351:
Page 352 and 353:
Page 354 and 355:
Page 356 and 357:
Page 358 and 359:
realized I just don’t have to put
Page 360 and 361:
Value delivery networkA network com
Page 362 and 363:
CHAPTER 12 | Marketing Channels: De
Page 364 and 365:
Page 366 and 367:
Page 368 and 369:
Page 370 and 371:
Page 372 and 373:
Selective distribution: STIHL sells
Page 374 and 375:
Page 376 and 377:
Page 378 and 379:
Page 380 and 381:
Page 382 and 383:
Page 384 and 385:
Page 386 and 387:
DISCUSSION AND CRITICAL THINKINGMyL
Page 388 and 389:
Page 390 and 391:
Page 392 and 393:
purchases from material manufacture
Page 394 and 395:
CHAPTER 13 | Retailing and Wholesal
Page 396 and 397:
Page 398 and 399:
Page 400 and 401:
Page 402 and 403:
Retail targeting and positioning: I
Page 404 and 405:
Page 406 and 407:
Page 408 and 409:
ShowroomingThe shopping practice of
Page 410 and 411:
Page 412 and 413:
Page 414 and 415:
Page 416 and 417:
Page 418 and 419:
Page 420 and 421:
Page 422 and 423:
Page 424 and 425:
The brand needed a new creative con
Page 426 and 427:
CHAPTER 14 | Engaging Consumers and
Page 428 and 429:
Page 430 and 431:
Page 432 and 433:
Page 434 and 435:
Page 436 and 437:
Page 438 and 439:
Page 440 and 441:
Page 442 and 443:
Page 444 and 445:
Page 446 and 447:
Page 448 and 449:
Page 450 and 451:
Page 452 and 453:
CHAPTER 15 | Advertising and Public
Page 454 and 455:
Page 456 and 457:
Page 458 and 459:
Page 460 and 461:
Branded integration: A three-episod
Page 462 and 463:
Execution styleThe approach, style,
Page 464 and 465:
Page 466 and 467:
Engaging the right consumers with t
Page 468 and 469:
Page 470 and 471:
Advertising agencyA marketing servi
Page 472 and 473:
Page 474 and 475:
Page 476 and 477:
Page 478 and 479:
Page 480 and 481:
to customers. In many respects, Sal
Page 482 and 483:
CHAPTER 16 | Personal Selling and S
Page 484 and 485:
Territorial sales force structureA
Page 486 and 487:
Page 488 and 489:
Page 490 and 491:
Page 492 and 493:
Page 494 and 495:
Page 496 and 497:
Page 498 and 499:
Page 500 and 501:
Page 502 and 503:
Page 504 and 505:
Page 506 and 507:
DISCUSSION AND CRITICAL THINKINGMyL
Page 508 and 509:
Page 510 and 511:
Page 512 and 513:
CHAPTER 17 | Direct, Online, Social
Page 514 and 515:
The new direct marketing model: Onl
Page 516 and 517:
Page 518 and 519:
Page 520 and 521:
SpamUnsolicited, unwanted commercia
Page 522 and 523:
Page 524 and 525:
Page 526 and 527:
Mobile marketingMarketing messages,
Page 528 and 529:
Page 530 and 531:
Catalog marketingDirect marketing t
Page 532 and 533:
Page 534 and 535:
Page 536 and 537:
Page 538 and 539:
Page 540 and 541:
Page 542 and 543:
dominant PC software maker, Microso
Page 544 and 545:
CHAPTER 18 | Creating Competitive A
Page 546 and 547:
Page 548 and 549:
Page 550 and 551:
Page 552 and 553:
Page 554 and 555:
Page 556 and 557:
Page 558 and 559:
Page 560 and 561:
Market nichers: FarmersOnly.com pai
Page 562 and 563:
Page 564 and 565:
Page 566 and 567:
Page 568 and 569:
Supercenter. To offset such massive
Page 570 and 571:
Many American companies have now ma
Page 572 and 573:
CHAPTER 19 | The Global Marketplace
Page 574 and 575:
With sales stagnating in its mature
Page 576 and 577:
Page 578 and 579:
Page 580 and 581:
Page 582 and 583:
Joint venturingEntering foreign mar
Page 584 and 585:
Author The major global marketingCo
Page 586 and 587:
Page 588 and 589:
Communication standardization: With
Page 590 and 591:
Page 592 and 593:
Page 594 and 595:
Marketing Ethics Cleaning Up the Ch
Page 596 and 597:
Page 598 and 599:
CHAPTER 20 | Sustainable Marketing:
Page 600 and 601:
Page 602 and 603:
Page 604 and 605:
Page 606 and 607:
Page 608 and 609:
Competitive marketing practices: Th
Page 610 and 611:
Page 612 and 613:
Page 614 and 615:
Page 616 and 617:
Page 618 and 619:
Page 620 and 621:
Marketing ethics: Google’s Code o
Page 622 and 623:
Page 624 and 625:
Page 626:
Page 629 and 630:
628 APPENDIX 1 | Marketing Planwith
Page 631 and 632:
630 APPENDIX 1 | Marketing PlanTabl
Page 633 and 634:
632 APPENDIX 1 | Marketing PlanTabl
Page 635 and 636:
634 APPENDIX 1 | Marketing PlanObje
Page 637 and 638:
636 APPENDIX 1 | Marketing PlanFebr
Page 639 and 640:
638 APPENDIX 2 | Marketing by the N
Page 641 and 642:
Page 643 and 644:
Page 645 and 646:
Page 647 and 648:
Page 649 and 650:
Page 651 and 652:
Page 653 and 654:
Page 655 and 656:
This page intentionally left blank
Page 657 and 658:
656 APPENDIX 3 | Careers in Marketi
Page 659 and 660:
Page 661 and 662:
Page 663 and 664:
Page 665 and 666:
Page 667 and 668:
Page 669 and 670:
668 GlossaryCausal research Marketi
Page 671 and 672:
670 Glossarypeople to gather for a
Page 673 and 674:
672 Glossarybrands through the firm
Page 675 and 676:
674 GlossarySpecialty product A con
Page 677 and 678:
676 ReferencesGlobal Media Center,
Page 679 and 680:
678 References“What Drives Manage
Page 681 and 682:
680 References38. Nike, “Sustaina
Page 683 and 684:
682 Referencesare from http://data.
Page 685 and 686:
684 References5. This classic categ
Page 687 and 688:
686 References“GoPro Has an Earni
Page 689 and 690:
688 References7. See Jonathan Ringe
Page 691 and 692:
690 ReferencesSarah Halzack, “The
Page 693 and 694:
692 References4. For more on digita
Page 695 and 696:
694 Referencesmarketing-movement-01
Page 697 and 698:
696 Referenceswww.therainmakergroup
Page 699 and 700:
698 Referencesbusiness2community.co
Page 701 and 702:
700 References18. See “Top Shampo
Page 703 and 704:
702 ReferencesItself,” New York T
Page 705 and 706:
Page 707 and 708:
706 IndexBauma trade show, 502Baumg
Page 709 and 710:
708 IndexCrup, Anthony, 477nCrutchf
Page 711 and 712:
710 IndexGlobal 100 Most Sustainabl
Page 713 and 714:
712 IndexKiva Systems, 379Kjellberg
Page 715 and 716:
714 IndexNational Basketball Associ
Page 717 and 718:
716 IndexRockwell Automation, 496Ro
Page 719 and 720:
718 IndexTelePresence, 490Telfer, T
Page 721 and 722:
720 IndexSubject IndexNote: Page nu
Page 723 and 724:
722 IndexComplex buying behavior, 1
Page 725 and 726:
724 IndexEconomic environmentchanne
Page 727 and 728:
726 IndexLanguagecatalog marketing
Page 729 and 730:
728 IndexMiddle-of-the-roaders, com
Page 731 and 732:
730 IndexPrivate goods, 605. See al
Page 733 and 734:
732 IndexServices mix, retailer, 40
Page 735 and 736:
734 IndexWWantscustomer, 30false, 6
show all

Principles of Marketing

Create successful ePaper yourself

Delete template?

Save as template?