Principle Of Law Of Contract

F OURTH E DITION

A RKETING

A n Introduction
Phi lip Kotler
Northwestern University

/

Gary Arrnstrong
University o f N orth Carolina

Prentice Hall, Upper Saddle River, New Jersey 07458

B rief T able o f C ontents
PART 1
U NDERSTANDING MARKETING A ND THE MARKETING
M ANAGEMENT PROCESS
1

M ARKETING I N A C HANGING W ORLD: C REATING C USTOMER VALUE
AND SATISFACTIONSTRATEGIC PLANNING AND T HE M ARKETING PROCESS

2
PART 2
A NALYZING MARKETING OPPORTUNITIES
3 T HE M ARKETING E NVIRONMENT
4

M ARKETING RESEARCH AND I NFORMATION SYSTEMS

5 C ONSUMER MARKETS AND C ONSUMER BUYER BEHAVIOR
6 BUSINESS MARKETS AND BUSINESS BUYER BEHAVIOR
PART 3
DEVELOPING MARKETING STRATEGY A ND THE
MARKETING M IX
7

M ARKETING SEGMENTATION, TARGETING, AND P OSITIONING FORCOMPETITIVE ADVANTAGE
8 P RODUCT AND SERVICE STRATEGIES
9 N EW-PRODUCT DEVELOPMENT AND LIFE-CYCLE STRATEGIES
10 P RICING CONSIDERATIONS AND STRATEGIES
11 DISTRIBUTION CHANNELS AND LOGISTICS M ANAGEMENT
12 RETAILING AND WHOLESALING
13 . INTEGRATED MARKETING C OMMUNICATION STRATEGY
14 ADVERTISING, SALES P ROMOTION, AND PUBLIC RELATIONS
15 PERSONAL SELLING AND SALES M ANAGEMENT

PART 4EXTENDING MARKETING
16 T HE GLOBAL MARKETPLACE
1 7 M ARKETING AND SOCIETY: SOCIAL

RESPONSIBILITY AND

M ARKETING ETHICS

A PPENDIXES A I
1 M ARKETING ARITHMETIC
2 CAREERS IN MARKETING
A UTHOR I NDEX
C OMPANY I NDEX
SUBJECT INDEX

ix

C ontents
P REFACE

X XI

P ART 1
U NDERSTANDING M ARKETING A ND T HE
M ARKETING M ANAGEMENT P ROCESS

1 M ARKETING

I N A C HANGING WORLD: C REATING C USTOMER V ALUE
A ND S ATISFACTION 1

W hat Is M arketing?

4

Needs, Wants, a nd D emands 4, Products 7,
Exchange, Transactions, a nd Relationships 10,

M arketing Management
D emand M anagement

Value, Satisfaction, a nd Q uality
Markets 13, M arketing 14

7,

15
i s,

B uilding Profitable C ustomer Relationships

M arketing Management Philosophies

1518

T he P roduction C oncept 18, T he P roduct C oncept 18, The Selling Concept
T he Marketing Concept 19, T he Societal Marketing Concept 22

M arketing Challenges into the N ext C entury

19,

24

G rowth o f N onprofit Marketing 24, T he Information Technology B oom 26, R apid
Globalization 2 6, T he Changing World E conomy 27, T he Call for More Ethics a nd
Social Responsibility29, T he N ew M arketing Landscape 3 0
SUMMARY 31, KEY TERMS 32, QUESTIONS FOR DISCUSSION 32,
APPLYING THE CONCEPTS 32, REFERENCES 33

2

S TRATEGIC P LANNING A ND T HE M ARKETING P ROCESS

Strategic Planning

35

37

Defining the Company Mission

Designing the Business Portfolio

38,

Setting Company Objectives a nd Goals

40

41

A nalyzing the Current BusinessPortfolio
Planning Functional Strategies 4 5

4t

Strategic Planning a nd Small Businesses

47

D eveloping G rowth Strategies

43,

.

XI

00

X II

C ONTENTS

T he M arketing Process
Target Consumers

49,

48
D eveloping the Marketing M ix

M anaging t he M arketing E ffort

51

54

M arketing Analysis 54, M arketing Planning 55,
Marketing Implementation 58, Marketing Department Organization
Marketing Control 64, T he Marketing Environment 64

59,

SUMMARY 6 5, KEY TERMS 66, QUESTIONS F OR DISCUSSION
APPLYING T HE C ONCEPTS 67, REFERENCES 6 7

6 6,

P ART 2
A NALYZING M ARKETING O PP.ORTUNITIES

3

T HE M ARKETiNG E NVIRONMENT

T he C ompany's Microenvironment
T he C ompany 72, Suppliers
Customers 74, C ompetitors

72,
74,

T he Company's M acroenvironment

69

71
M arketing Intermediaries
Publics 75

73,

76

D emographic Environment 76, E conomic Environment 82,
Natural Environment 83, Technological Environment 86,
Political Environment 88, Cultural Environment 93

R esponding t o t he M arketing E nvironment

97

SUMMARY 100, KEY TERMS 1 00, QUESTIONS F OR DISCUSSION
APPLYING T HE C ONCEPTS 1 01,...