Principles of Marketing (19th Edition) RENTAL EDITION

Cover
Half Title
Title Page
Copyright
Dedication
Pearson's Commitment to Diversity, Equity, and Inclusion
Brief Contents
Contents
Preface
About the Authors
Part 1: Defining Marketing and the Marketing Process
	Chapter 1. Marketing: Creating Customer Value and Engagement
		What Is Marketing?
			Marketing Defined
			The Marketing Process
		Understanding the Marketplace and Customer Needs
			Customer Needs, Wants, and Demands
			Market Offerings—Products, Services, Solutions, and Experiences
			Customer Value and Satisfaction
			Exchanges and Relationships
			Markets
		Designing a Customer Value–Driven Marketing Strategy and Plan
			Customer Value–Driven Marketing Strategy
			Preparing an Integrated Marketing Mix
		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
			The Growth of Not-for-Profit Marketing
			Rapid Globalization
			Sustainable Marketing: The Call for More Environmental and Social Responsibility
			So What Is Marketing? Pulling It All Together
			Developing Skills for Your Career
		Reviewing And Extending The Concepts
			Objectives Review
			Key Terms
			Discussion Questions
			Critical Thinking Exercises
		Applications And Cases
			Digital Marketing: Fionamania
			Marketing Ethics: Exaggeration and High Pressure
			Marketing by the Numbers: Be on the First Page
			Company Case: The Walt Disney World Resort: Making Magical Moments
	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
			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 and Marketing Return on Investment
			Managing the Marketing Effort
			Measuring and Managing Marketing Return on Investment
		Reviewing And Extending The Concepts
			Objectives Review
			Key Terms
			Discussion Questions
			Critical Thinking Exercises
		Applications And Cases
			Digital Marketing: Lush UK Abandons Social Media
			Marketing Ethics: Pharrell Williams’ Humanrace Brand
			Marketing by the Numbers: Alphabet versus Meta
			Company Case: DuPont: Improving Everyday Life by Solving the World’s Most Challenging Problems
Part 2: Understanding the Marketplace and Consumer Value
	Chapter 3. Analyzing the Marketing Environment
		The Microenvironment and Macroenvironment
			The Microenvironment
			The Macroenvironment
		The Demographic and Economic Environments
			The Demographic Environment
			The Economic Environment
		The Natural and Technological Environments
			The Natural Environment
			The Technological Environment
		The Political–Social and Cultural Environments
			The Political and Social Environment
			The Cultural Environment
		Responding to the Marketing Environment
		Reviewing And Extending The Concepts
			Objectives Review
			Key Terms
			Discussion Questions
			Critical Thinking Exercises
		Applications And Cases
			Digital Marketing: The Trendiness of Brand Support for Social Causes
			Marketing Ethics: Alexa Is HIPPA Compliant
			Marketing by the Numbers: Targeting Americans 65 and Older
			Company Case: GoPro: From Hero to Zero and Back
	Chapter 4. Managing Marketing Information to Gain Customer Insights
		Marketing Information and Customer Insights
			Marketing Information and Today’s “Big Data”
			Developing Customer Insights
			The Marketing Information Ecosystem
		Assessing Information Needs and Developing Data
			Assessing Marketing Information Needs
			Developing Marketing Information
			Competitive Marketing Intelligence
		Marketing Research
			Traditional Marketing Research in Transition
			Defining the Problem and Research Objectives
			Developing the Research Plan
			Gathering Secondary Data
			Primary Data Collection
			Implementing the Research Plan
			Interpreting and Reporting the Findings
		Analyzing and Using Marketing Information
			Customer Relationship Management (CRM)
			Big Data, Marketing Analytics, and Artificial Intelligence
			Distributing and Using Marketing Information
		Other Marketing Information Considerations
			Marketing Research in Small Businesses and Nonprofit Organizations
			International Marketing Research
			Public Policy and Ethics in Marketing Research
		Reviewing And Extending The Concepts
			Objectives Review
			Key Terms
			Discussion Questions
			Critical Thinking Exercises
		Applications And Cases
			Digital Marketing: Amore Pacific
			Marketing Ethics: TikTok
			Marketing by the Numbers: Descriptive Research
			Company Case: Bayer: Big Data for Customer Insights
	Chapter 5. Consumer Markets and Buyer Behavior
		Model of Consumer Behavior
		Characteristics Affecting Consumer Behavior
			Cultural Factors
			Social Factors
			Personal Factors
			Psychological Factors
		The Buyer Decision Process and Types of Buying Decision Behavior
			The Buyer Decision Process
			Types of Buying Decision 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
			Objectives Review
			Key Terms
			Discussion Questions
			Critical Thinking Exercises
		Applications And Cases
			Digital Marketing: Blogvertorials
			Marketing Ethics: Limited Forms of Payment
			Marketing by the Numbers: Evaluating Alternatives
			Company Case: Harley-Davidson: Selling Freedom, Independence, Power, and Authenticity
	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 Buyer 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
			Objectives Review
			Key Terms
			Discussion Questions
			Critical Thinking Exercises
		Applications And Cases
			Digital Marketing: E-Procurement and Mobile Procurement
			Marketing Ethics: Meals for Institutional Markets
			Marketing by the Numbers: From Gaming to Public Safety
			Company Case: Caterpillar: Creating Value for Industrial Customers
Part 3: Designing a Customer Value–Driven Strategy and Mix
	Chapter 7. Customer Value–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
			Objectives Review
			Key Terms
			Discussion Questions
			Critical Thinking Exercises
		Applications And Cases
			Digital Marketing: Using Social Media for Inclusive Hyperlocal Segmentation
			Marketing Ethics: Cameo: Do the Celebrity Connections Reinforce Gender Pay Gaps?
			Marketing by the Numbers: At-Home Workouts
			Company Case: Outschool: Personalized Education for All
	Chapter 8. Products, Services, and Brands: Building Customer Value
		What Is a Product?
			Products, Services, and Experiences
			Levels of Product 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 and Brand Value
			Building Strong Brands
			Managing Brands
		Reviewing And Extending The Concepts
			Objectives Review
			Key Terms
			Discussion Questions
			Critical Thinking Exercises
		Applications And Cases
			Digital Marketing: Dyson: A Formula for Brand Extension
			Marketing Ethics: Cutthroat Prices
			Marketing by the Numbers: Coca-Cola Considers the Cost of Cannibalization
			Company Case: Avocados From Mexico: Building a Brand in a Brandless Category
	Chapter 9. Developing New Products and Managing the Product Life Cycle
		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
			International Product and Services Marketing
		Reviewing And Extending The Concepts
			Objectives Review
			Key Terms
			Discussion Questions
			Critical Thinking Exercises
		Applications And Cases
			Digital Marketing: Barbie in the Digital Age
			Marketing Ethics: Space Tourism
			Marketing by the Numbers: Dental House Calls
			Company Case: Toyota: Developing a Million New Product Ideas Every Year
	Chapter 10. Pricing: 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
			The Economy
			Other External Factors
		Reviewing And Extending The Concepts
			Objectives Review
			Key Terms
			Discussion Questions
			Critical Thinking Exercises
		Applications And Cases
			Digital Marketing: Intuit QuickBooks
			Marketing Ethics: Should Large Passengers Pay More for Airline Tickets?
			Marketing by the Numbers: Rock Bottom Promotional Pricing
			Company Case: Gillette: Searching for the Right Price in a Volatile Market
	Chapter 11. Pricing Strategies: Advanced Topics
		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 Personalized 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
			Objectives Review
			Key Terms
			Discussion Questions
			Critical Thinking Exercises
		Applications And Cases
			Digital Marketing: RetailMeNot
			Marketing Ethics: Changing the Price
			Marketing by the Numbers: Lose Some Customers, Be Better Off?
			Company Case: Casper: A Pricing Strategy That Flipped the Mattress Industry
	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
			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
			Objectives Review
			Key Terms
			Discussion Questions
			Critical Thinking Exercises
		Applications And Cases
			Digital Marketing: Members Only?
			Marketing Ethics: Ethical Sourcing
			Marketing by the Numbers: Drinking from the Source
			Company Case: Weyerhaeuser: Riding Out the Supply Chain Storm
	Chapter 13. Retailing and Wholesaling
		Retailing
			Retailing: Connecting Brands with Consumers
			The Shifting Retailing Model
			Store Retailing
			Non-Store Direct Retailing
		Omni-Channel Marketing: Blending In-Store, Online, Mobile, and Social Media Channels
		Retailer Marketing Decisions
			Segmentation, Targeting, Differentiation, and Positioning Decisions
			Product Assortment and Services Decision
			Price Decision
			Promotion Decision
			Place Decision
		Retailing Trends and Developments
			Increased Uncertainty and Disruption
			Tighter Consumer Spending
			New Retail Forms, Shortening Retail Life Cycles, and Retail Convergence
			The Rise of Megaretailers
			Rapid Advances in Retail Technology
			Sustainable Retailing
			Global Expansion of Major Retailers
		Wholesaling
			Types of Wholesalers
			Trends in Wholesaling
		Reviewing And Extending The Concepts
			Objectives Review
			Key Terms
			Discussion Questions
			Critical Thinking Exercises
		Applications And Cases
			Digital Marketing: Taco Bell’s Social Media Strategy
			Marketing Ethics: Nordstrom’s 2025 Corporate Social Responsibility Goals
			Marketing by the Numbers: The Hauz of Spize
			Company Case: Ulta Beauty: Where the Experience Is Beautiful
	Chapter 14. Engaging Consumers and 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 Communication
			A View of the Communication Process
			Steps in Developing Effective Marketing Communication
			Nonpersonal Communication Channels
		Setting the Total Promotion Budget and Mix
			Setting the Total Promotion Budget
			Shaping the Overall Promotion Mix
			Integrating the Promotion Mix
			Socially Responsible Marketing Communication
		Reviewing And Extending The Concepts
			Objectives Review
			Key Terms
			Discussion Questions
			Critical Thinking Exercises
		Applications And Cases
			Digital Marketing: “You rTable Is Ready”
			Marketing Ethics: It’s a Powerful Thing to Be Seen
			Marketing by the Numbers: Never-Ending Cola War
			Company Case:Nestlé: Integrating Marketing Communication into Daily Operations
	Chapter 15. Advertising and Public Relations
		Advertising
		Major Advertising Decisions
			Setting Advertising Objectives
			Setting the Advertising Budget
			Developing Advertising Strategy
			Evaluating Advertising Effectiveness and the Return on Advertising Investment
			Other Advertising Considerations
		Public Relations
			The Role and Impact of PR
		Major Public Relations Tools
		Reviewing And Extending The Concepts
			Objectives Review
			Key Terms
			Discussion Questions
			Critical Thinking Exercises
		Applications And Cases
			Digital Marketing: Volkswagen’s “The Last Mile” Campaign
			Marketing Ethics: YesStraws
			Marketing by the Numbers: Advertising Costs
			Company Case: Hyundai: An Integrated Marketing Communications Campaign That’s “Wicked Smaht”
	Chapter 16. Personal Selling and Sales Promotion
		Personal Selling
			The Nature of Personal Selling
			The Role of the Sales Force
		Managing the Sales Force
			Designing the Sales Force Strategy and Structure
			Recruiting and Selecting Salespeople
			Training Sales people
			Compensating Salespeople
			Supervising and Motivating Salespeople
			Evaluating Salespeople and Sales Force Performance
			Social Selling: Using Digital Sales Platforms and Tools
		The Personal Selling Process
			Steps in the Selling Process
			Personal Selling and Managing Customer Relationships
		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
			Objectives Review
			Key Terms
			Discussion Questions
			Critical Thinking Exercises
		Applications And Cases
			Digital Marketing: Driving Sales Digitally at Global Industrial
			Marketing Ethics: Selling Both Financial Advisory and Auditing Services to the Same Customer?
			Marketing by the Numbers: The Foundry
			Company Case: Urban Outfitters: Brand-Building Rewards Program Promotions
	Chapter 17. Digital Marketing
		Understanding Digital Marketing
			The New Digital Marketing Model
			Benefits of Digital Marketing to Buyers and Sellers
		Preparing for a Digital Marketing Campaign
			Knowing the Digital Consumer
			Understanding Consumer Omni-Channel Navigation Behavior
			Using Experimentation to Understand What Works
		Employing Digital Channels in an Omni-Channel Strategy
			Online Marketing
			Social Media Marketing
			Mobile Marketing
			Creating an Integrated Omni-Channel Strategy
		Public Policy Issues in Digital Marketing
		Reviewing And Extending The Concepts
			Objectives Review
			Key Terms
			Discussion Questions
			Critical Thinking Exercises
		Applications And Cases
			Digital Marketing: Can Social Media Raise Awareness of Uniqlo in the United States?
			Marketing Ethics: Customized Insurance
			Marketing by the Numbers: Uniqlo’s Fast-Moving Image Campaign
			Company Case: Instagram: A Win-Win-Win for the Company, Advertisers, and Instagrammers
Part 4: Extending Marketing
	Chapter 18. Creating Competitive Advantage
		Competitor Analysis
			Identifying Competitors
			Assessing Competitors
			Selecting Competitors to Attack and Avoid
			Designing a Competitive Intelligence System
		Competitive Strategies
			Approaches to Marketing Strategy
			Basic Competitive Strategies
			Competitive Positions
			Market Leader Strategies
			Market Challenger Strategies
			Market Follower Strategies
			Market Nicher Strategies
		Balancing Customer and Competitor Orientations
		Reviewing And Extending The Concepts
			Objectives Review
			Key Terms
			Discussion Questions
			Critical Thinking Exercises
		Applications And Cases
			Digital Marketing: Are the Bells Tolling for the Conventional Automobile?
			Marketing Ethics: Is Ugly Produce a True Food Waste Solution?
			Marketing by the Numbers: Changing Numbers in the Smartphone Market
			Company Case: Nokia: Finding Strength by Abandoning Its Core Business
	Chapter 19. The Global Marketplace
		Global Marketing Today
		Understanding the Global Marketing Context
			Political Context
			Economic Context
			Sociocultural Context
			Technological Context
			The Legal and Institutional Context
			The Environmental and Ecological Context
		Deciding Whether to Go Global and Which Markets to Enter
			Deciding Whether to Go Global
			Deciding Which Markets to Enter
		Deciding How to Enter Global Markets
			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
			Objectives Review
			Key Terms
			Discussion Questions
			Critical Thinking Exercises
		Applications And Cases
			Digital Marketing: Customized Shoes from Nike by You
			Marketing Ethics: Unlicensed and Counterfeit Products
			Marketing by the Numbers: Peloton Pedals to Australia
			Company Case: Huawei: Running the Global Telecommunications Race
	Chapter 20. Sustainable Marketing: Social Responsibility and Ethics
		Sustainable Marketing
		Social Criticisms of Marketing
			Marketing’s Impact on Individual Consumers
			Marketing’s Impact on Society as a Whole
			Marketing’s Impact on Other Businesses
		Pathways to Sustainable Marketing
			Consumer Actions to Promote Sustainable Marketing
			Business Actions toward Sustainable Marketing
		Building a Sustainable Marketing Organization
			Sustainable Marketing Principles
			The Sustainable Marketing Organization
		Reviewing And Extending The Concepts
			Objectives Review
			Key Terms
			Discussion Questions
			Critical Thinking Exercises
		Applications And Cases
			Digital Marketing: Politically Neutral Social Media
			Marketing Ethics: Dr. Bronner Spews the Soap!
			Marketing by the Numbers: Gouging Their Eyes Out
			Company Case: H&M: Offering Sustainable Fashion and Quality at the Best Price
Appendix 1: Marketing Plan
Appendix 2: Marketing by the Numbers
Appendix 3: Careers in Marketing
Glossary
References
Index
	Brand, Company, Name,and Organization Index
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	Subject Index
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