Principles of Marketing, An Asian Perspective

Cover
Title Page
Copyright
About the Authors
About the Contributor
Brief Contents
Contents
About the Book
Preface
Acknowledgements
Chapater 1. Marketing: Managing Profitable Customer Relationships
	What Is Marketing?
		Marketing Defined
		The Marketing Process
	Understanding the Marketplace and Customer Needs
		Customer Needs, Wants, and Demands
		Market Offerings—Products, Services, and Experiences
		Customer Value and Satisfaction
		Exchanges and Relationships
		Markets
	Designing a Customer Value–Driven Marketing Strategy
		Customer Value–Driven Marketing Strategy
		Preparing an Integrated Marketing Plan and Program
	Managing Customer Relationships and Capturing Customer Value
		Engaging Customers and Managing Customer Relationships
		Capturing Value from Customers
	The Changing Marketing Landscape
		The Digital Age: Online, Mobile, and Social Media Marketing
		Rapid Globalization
		Sustainable Marketing: The Call for More Environmental and Social Responsibility
		The Growth of Not-for-Profit Marketing
		So, What Is Marketing? Pulling It All Together
	Reviewing And Extending The Concepts
		KeyTerms
		Discussion and Critical Thinking
	Applications And Cases
		Online, Mobile, and Social Media Marketing
		Marketing Ethics
		Marketing by the Numbers
	Company Case: McDonald’s in the Philippines: Stung by the Bee
Chapter 2. Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
	Company-Wide Strategic Planning: Defining Marketing’s Role
		Defining a Market-Oriented Mission
		Setting Company Objectives and Goals
	Designing the Business Portfolio
		Analyzing the Current Business Portfolio
		The Boston Consulting Group Approach
		Problems with Matrix Approaches
		Developing Strategies for Growth and Downsizing
	Planning Marketing: Partnering to Build Customer Relationships
		Partnering with Other Company Departments
		Partnering with Others in the Marketing System
	Marketing Strategy and the Marketing Mix
		Customer Value–Driven Marketing Strategy
		Developing an Integrated Marketing Mix
	Managing the Marketing Effort
		Marketing Analysis
		Marketing Planning
		Marketing Implementation
		Marketing Department Organization
		Marketing Control
		Measuring and Managing Return on Marketing Investment
	Reviewing And Extending The Concepts
		Key Terms
		Discussion and Critical Thinking
	Applications And Cases
		Online, Mobile, and Social Media Marketing
		Marketing Ethics
		Marketing by the Numbers
	Company Case: Amazon in China
Chapter 3. Analyzing the Marketing Environment
	The Microenvironment and Macroenvironment
		The Microenvironment
		The Macroenvironment
	The Demographic and Economic Environments
		Demographic Environment
		Economic Environment
	The Natural and Technological Environments
		Natural Environment
		Technological Environment
	The Political–Social and Cultural Environments
		Political Environment
		Cultural Environment
	Responding to the Marketing Environment
	Reviewing And Extending The Concepts
		Key Terms
		Discussion and Critical Thinking
	Applications And Cases
		Online, Mobile, and Social Media Marketing
		Marketing Ethics
		Marketing by the Numbers
	Company Case: Facebook: Data Breaches
Chapter 4. Managing Marketing Information to Gain Customer Insights
	Marketing Information and Customer Insights
		Marketing Information and Today’s “Big Data”
		Managing Marketing Information
	Assessing Information Needs and Developing Data
		Assessing Marketing Information Needs
		Developing Marketing Information
	Marketing Research
		Traditional Marketing Research in Transition
		Defining the Problem and Research Objectives
		Developing the Research Plan
		Gathering Secondary Data
		Primary Data Collection
	Analyzing Marketing Information
		Customer Relationship Management (CRM)
		Big Data and Marketing Analytics
		Distributing andUsing Marketing Information
	Other Marketing Information Considerations
		Marketing Research in Small Businesses and Non Profit Organizations
		International Marketing Research
		Public Policy and Ethics in Marketing Research
	Reviewing And Extending The Concepts
		Key Terms
		Discussion and Critical Thinking
	Applications And Cases
		Online, Mobile, and Social Media Marketing
		Marketing Ethics
		Marketing by the Numbers
	Company Case: Qualtrics: Managing the Complete Customer Experience
Chapter 5. Consumer Markets and Consumer Buyer Behavior
	Model of Consumer Behavior
	Characteristics Affecting Consumer Behavior
		Cultural Factors
		Social Factors
		Personal Factors
		Psychological Factors
	Types of Buying Decision Behavior
		Complex Buying Behavior
		Dissonance-Reducing Buying Behavior
		Habitual Buying Behavior
		Variety-Seeking Buying Behavior
	The Buyer Decision Process
		Need Recognition
		Information Search
		Evaluationof Alternatives
		Purchase Decision
		Postpurchase Behavior
		The Customer Journey
	The Buyer Decision Process for New Products
		Stages in the Adoption Process
		Individual Differences in Innovativeness
		Influence of Product Characteristics on Rate of Adoption
	Reviewing And Extending The Concepts
		Key Terms
		Discussion and Critical Thinking
	Applications And Cases
		Online, Mobile, and Social Media Marketing
		Marketing Ethics
		Marketing by the Numbers
	Company Case: Hindustan Unilever: The Changing Face of Beauty
Chapter 6. Business Markets and Business Buyer Behavior
	Business Markets
		Market Structure and Demand
		Nature of the Buying Unit
		Types of Decisions and the Decision Process
	Business Buyer Behavior
		Major Types of Buying Situations
		Participants in the Business Buying Process
		Major Influences on Business Buyers
	The Business Buying Decision Process
		Problem Recognition
		General Need Description
		Product Specification
		Supplier Search
		Proposal Solicitation
		Supplier Selection
		Order-Routine Specification
		Performance Review
	Engaging Business Buyers with Digital and Social Marketing
		E-procurement and Online Purchasing
		Business-to-Business Digital and Social Media Marketing
	Institutional and Government Markets
		Institutional Markets
		Government Markets
	Reviewing And Extending The Concepts
		Key Terms
		Discussion and Critical Thinking
	Applications And Cases
		Online, Mobile, and Social Media Marketing
		Marketing Ethics
		Marketing by the Numbers
	Company Case: Procter & Gamble: Treating Business Customers as Strategic Partners
Chapter 7. Customer-Driven Marketing Strategy: Creating Value for Target Customers
	Marketing Strategy
	Market Segmentation
		Segmenting Consumer Markets
		Segmenting Business Markets
		Segmenting International Markets
		Requirements for Effective Segmentation
	Market Targeting
		Evaluating Market Segments
		Selecting Target Market Segments
	Differentiation and Positioning
		Positioning Maps
		Choosing a Differentiation and Positioning Strategy
		Communicating and Delivering the Chosen Position
	Reviewing And Extending The Concepts
		Key Terms
		Discussion and Critical Thinking
	Applications And Cases
		Online, Mobile, and Social Media Marketing
		Marketing Ethics
		Marketing by the Numbers
	Company Case: TikTok
Chapter 8. Product, Services, and Branding Strategy
	What Is a Product?
		Products, Services, and Experiences
		Levels of Products and Services
		Product and Service Classifications
	Product and Service Decisions
		Individual Product and Service Decisions
		Product Line Decisions
		Product Mix Decisions
	Services Marketing
		The Nature and Characteristics of a Service
		Marketing Strategies for Service Firms
		The Service–Profit Chain
	Branding Strategy: Building Strong Brands
		Brand Equity
		Building Strong Brands
		Managing Brands
	Reviewing And Extending The Concepts
		Key Terms
		Discussion and Critical Thinking
	Applications And Cases
		Online, Mobile, and Social Media Marketing
		Marketing Ethics
		Marketing by the Numbers
	Company Case: Airbnb: Making Hospitality Authentic
Chapter 9. New Product Development and Product Life-Cycle Strategies
	New Product Development Strategy
	The New Product Development Process
		Idea Generation
		Idea Screening
		Concept Development and Testing
		Marketing Strategy Development
		Business Analysis
		Product Development
		Test Marketing
		Commercialization
		Managing New Product Development
	Product Life-Cycle Strategies
		Introduction Stage
		Growth Stage
		Maturity Stage
		Decline Stage
	Additional Product and Service Considerations
		Product Decisions and Social Responsibility
		InternationalProduct and Services Marketing
	Reviewing And Extending The Concepts
		Key Terms
		Discussion and Critical Thinking
	Applications And Cases
		Online, Mobile, and Social Media Marketing
		Marketing Ethics
		Marketing by the Numbers
	Company Case: Disneyland: Not the Happiest Place in Hong Kong
Chapter 10. Pricing Products: Understanding and Capturing Customer Value
	What Is Price?
	Major Pricing Strategies
		Customer Value–Based Pricing
		Cost-Based Pricing
		Competition-Based Pricing
	Other Internal and External Considerations Affecting Price Decisions
		Overall Marketing Strategy, Objectives, and Mix
		Organizational Considerations
		The Market and Demand
	Reviewing And Extending The Concepts
		Key Terms
		Discussion and Critical Thinking
	Applications And Cases
		Online, Mobile, and Social Media Marketing
		Marketing Ethics
		Marketing by the Numbers
	Company Case: Tata Nano: The People’s Car or World’s Cheapest Car?
Chapter 11. Pricing Products: Pricing Strategies
	New Product Pricing Strategies
		Market-Skimming Pricing
		Market-Penetration Pricing
	Product Mix Pricing Strategies
		Product Line Pricing
		Optional-Product Pricing
		Captive-Product Pricing
		By-Product Pricing
		Product Bundle Pricing
	Price Adjustment Strategies
		Discount and Allowance Pricing
		Segmented Pricing
		Psychological Pricing
		Promotional Pricing
		Geographical Pricing
		Dynamic and Online Pricing
		International Pricing
	Price Changes
		Initiating Price Changes
		Responding to Price Changes
	Public Policy and Pricing
		Pricing within Channel Levels
		Pricing across Channel Levels
	Reviewing And Extending The Concepts
		Key Terms
		Discussion and Critical Thinking
	Applications And Cases
		Online, Mobile, and Social Media Marketing
		Marketing Ethics
		Marketing by the Numbers
	Company Case: Reebonz: Luxury at Your Doorstep
Chapter 12. Marketing Channels: Delivering Customer Value
	Supply Chains and the Value Delivery Network
		The Nature and Importance of Marketing Channels
		How Channel Members Add Value
	Channel Behavior and Organization
		Channel Behavior
		Vertical Marketing Systems
		Horizontal Marketing Systems
		Multichannel Distribution Systems
		Changing Channel Organization
	Channel Design Decisions
		Analyzing Consumer Needs
		Setting Channel Objectives
		Identifying Major Alternatives
		Types of Intermediaries
		Evaluating the Major Alternatives
		Designing International Distribution Channels
	Channel Management Decisions
		Selecting Channel Members
		Managing and Motivating Channel Members
		Evaluating Channel Members
		Public Policy and Distribution Decisions
	Marketing Logistics and Supply Chain Management
		Nature and Importance of Marketing Logistics
		Sustainable Supply Chains
		Goals of the Logistics System
		Major Logistics Functions
		Integrated Logistics Management
	Reviewing And Extending The Concepts
		Key Terms
		Discussion and Critical Thinking
	Applications And Cases
		Online, Mobile, and Social Media Marketing
		Marketing Ethics
		Marketing by the Numbers
	Company Case: Li & Fung: Beyond Managing the Supply Chain
Chapter 13. Retailing and Wholesaling
	Retailing
		Retailing: Connecting Brands with Consumers
		The Shifting Retailing Model
		Types of Store Retailers
	Omni-channel Retailing: Blending In-Store, Online ,Mobile, and Social Media Channels
	Retailer Marketing Decisions
		Segmentation, Targeting, Differentiation, and Positioning Decisions
		Product Assortment and Services Decisions
		Price Decision
		Promotion Decision
		Place Decision
	Retailing Trends and Developments
		Tighter Consumer Spending
		New Retail Forms, Shortening Retail Life Cycles, and Retail Convergence
		The Rise of Megaretailers
		Growing Importance of Retail Technology
		Green Retailing
		Global Expansion of Major Retailers
	Wholesaling
		Types of Wholesalers
		Wholesaler Marketing Decisions
		Trends in Wholesaling
	Reviewing And Extending The Concepts
		Key Term
		Discussion and Critical Thinking
	Applications And Cases
		Online, Mobile, and Social Media Marketing
		Marketing Ethics
		Marketing by the Numbers
	Company Case: 7-Eleven Indonesia: Popular Doesn’t Mean Profitable
Chapter 14. Communicating Customer Value: Integrated Marketing Communications Strategy
	The Promotion Mix
	Integrated Marketing Communications
		The New Marketing Communications Model
	The Need for Integrated Marketing Communications
	Developing Effective Marketing Communications
		A View of the Communications Process
	Stepsin Developing Effective Marketing Communications
		Identifying the Target Audience
		Determining the Communication Objectives
		Designinga Message
		Choosing Communication Channels and Media
		Collecting Feedback
	Setting the Total Promotion Budget and Mix
		Setting the Total Promotion Budget
		Shaping the Overall Promotion Mix
		Integrating the Promotion Mix
	Socially Responsible Marketing Communications
		Advertising and Sales Promotion
		Personal Selling
	Reviewing And Extending The Concepts
		Key Terms
		Discussion and Critical Thinking
	Applications And Cases
		Online, Mobile, and Social Media Marketing
		Marketing Ethics
		Marketing by the Numbers
	Company Case: Amazon in India
Chapter 15. Advertising and Public Relations
	Advertising
	Major Advertising Decisions
		Setting Advertising Objectives
		Setting the Advertising Budget
		Developing Advertising Strategy
		Evaluating Advertising Effectiveness and Return on Advertising Investment
		Other Advertising Considerations
	Public Relations
		The Role and Impact of Public Relations
		Major Public Relations Tools
	Reviewing And Extending The Concepts
		Key Terms
		Discussion and Critical Thinking
	Applications And Cases
		Online, Mobile, and Social Media Marketing
		Marketing Ethics
		Marketing by the Numbers
	Company Case: Scoot: Is Imitation the Sincerest Form of Flattery?
Chapter 16. Personal Selling and Sales Promotion
	Personal Selling
		The Nature of Personal Selling
		The Role of the Sales Force
	Coordinating Marketing and Sales
	Managing the Sales Force
		Designing Sales Force Strategy and Structure
		Recruiting and Selecting Salespeople
		Training Salespeople
		Compensating Salespeople
		Supervising and Motivating Salespeople
		Evaluating Salespeople and Sales Force Performance
		Social Selling: Online, Mobile, and Social Media Tools
	The Personal Selling Process
		Steps in the Selling Process
		Personal Selling and Customer Relationship Management
	Sales Promotion
		The Rapid Growth of Sales Promotion
		Sales Promotion Objectives
		Major Sales Promotion Tools
		Developing the Sales Promotion Program
	Reviewing And Extending The Concepts
		Key Terms
		Discussion and Critical Thinking
	Applications And Cases
		Online, Mobile, and Social Media Marketing
		Marketing Ethics
		Marketing by the Numbers
	Company Case: Ping An Insurance: Fintech for Market Expansion
Chapter 17. Direct, Online, Social Media, and Mobile Marketing
	Direct and Digital Marketing
		The New Direct Marketing Model
		Rapid Growth and Benefits of Direct and Digital Marketing
		Benefits of Direct and Digital Marketing to Buyers and Sellers
	Forms of Direct and Digital Marketing
	Marketing in the Digital Age
		Online Marketing
	Social Media and Mobile Marketing
		Social Media Marketing
		Integrated Social Media Marketing
		Mobile Marketing
	Traditional Direct Marketing Forms
		Direct-Mail Marketing
		Catalog Marketing
		Telemarketing
		Direct-Response Television Marketing
		Kiosk Marketing
		Public Policy Issues in Direct and Digital Marketing
	Reviewing And Extending The Concepts
		Key Terms
		Discussion and Critical Thinking
	Applications And Cases
		Online, Mobile, and Social Media Technology
		Marketing Ethics
		Marketing by the Numbers
	Company Case: Perfect Diary
Chapter 18. Creating Competitive Advantage
	Competitor Analysis
		Identifying Competitors
		Assessing Competitors
		Determining Competitors’ Objectives
		Identifying Competitors’ Strategies
		Assessing Competitors’ Strengths and Weaknesses
		Estimating Competitors’ Reactions
		Selecting Competitors to Attack and Avoid
		Designing a Competitive Intelligence System
	Competitive Strategies
		Approachesto Marketing Strategy
		Basic Competitive Strategies
		Competitive Positions
		Market Leader Strategies
		Protecting Market Share
		Expanding Market Share
		Market Challenger Strategies
		Market Follower Strategies
		Market Nicher Strategies
	Balancing Customer and Competitor Orientations
	Reviewing And Extending The Concepts
		Key Terms
		Discussion and Critical Thinking
	Applications And Cases
		Online, Mobile, and Social Media Marketing
		Marketing Ethics
		Marketing by the Numbers
	Company Case: Grab and Gojek
Chapter 19. The Global Marketplace
	Global Marketing Today
	Elements of the Global Marketing Environment
		The International Trade System
		Economic Environment
		Political–Legal Environment
		Environment
	Deciding Whether to Go Global
	Deciding Which Markets to Enter
	Deciding How to Enter the Market
		Exporting
		Joint Venturing
		Direct Investment
	Deciding on the Global Marketing Program
		Product
		Promotion
		Price
		Distribution Channels
	Deciding on the Global Marketing Organization
	Reviewing And Extending The Concepts
		Key Terms
		Discussion and Critical Thinking
	Applications And Cases
		Online, Mobile, and Social Media Marketing
		Marketing Ethics
		Marketing by the Numbers
	Company Case: 7-Eleven: Adapting to the World’s Many Cultures
Chapter 20. Sustainable Marketing: Social Responsibility and Ethics
	Sustainable Marketing
	Social Criticisms of Marketing
		The Impact of Marketing on Individual Consumers
		The Impact of Marketing on Society as a Whole
		The Impact of Marketing on Other Businesses
	Consumer Actions to Promote Sustainable Marketing
		Consumerism
		Environmentalism
		Public Action to Regulate Marketing
	Business Actions toward Sustainable Responsible Marketing
		Sustainable Marketing Principles
		Societal Marketing
		GREEN Framework for Sustainable Marketing
	Marketing Ethics
	The Sustainable Company
	Reviewing And Extending The Concepts
		Key Terms
		Discussion and Critical Thinking
	Applications And Cases
		Online, Mobile, and Social Media Marketing
		Marketing Ethics
		Marketing by the Numbers
	Company Case: Toyota’s New Sustainable Business Model
Appendix 1. Marketing Plan
Appendix 2. Marketing by the Numbers
Appendix 3. Careers in Marketing
References
Glossary
Index
	Name, Organization, Brand, and Company
		A
		B
		C
		D
		E
		F
		G
		H
		I
		J
		K
		L
		M
		N
		O
		P
		Q
		R
		S
		T
		U
		V
		W
		X
		Y
		Z
	Subject Index
		A
		B
		C
		D
		E
		F
		G
		H
		I
		J
		K
		L
		M
		N
		O
		P
		Q
		R
		S
		T
		U
		V
		W
		Z