内容提要
本书作者是美国营销学界权威人士之一,这本《营销管理-分析、
计划、执行与控制》已取得营销学界的普遍认可,并广泛地应用于教
学和实践。第九版由介绍营销管理的原理概念、分析营销机会、制定
营销战略、营销计划和组织执行市场营销等五个部分组成,继续保持
了以往各版的一些基本出发点和特征,包括:
1.面向管理者,重点在于决策协调;
2提供分析营销管理中常见问题的一个框架,以真实的案例说明原理;
3.引用许多经济学、行为科学和数学方面的基本原理;
4.把营销思想应用于市场的各个方面、而不只是指产品和服务;
5.覆盖面广而内容安排均衡,包括了一个营销管理人员需要知道的
所有课题。
作者看到了营销中非常重要的一些趋势,如全球营销观点的进一
步兴起、电子网上销售、高技术产业营销地位的加强、公众及企业对
市场及营销行为道德的呼吁等等,并如多年前提出著名的营销组合概
念一样,又提出了许多新的营销观点和概念。可以说,作者捕捉新信
息的能力是非凡的。这本书堪称营销方面的最新著作,对将来或许产
生深远的影响。
本书可以作为大学商学院本科生和研究生教学的优秀教科书,也
可用作研究和实际工作的参考。
BRIEF CONTENTS
UNDERSTANDING MARKETING MANAGEMENT
1 Assessing Marketing's Critical Role in Organizational Performance
2 Building Customer Satisfaction Through Quality, Service, and Value
3 Winning Markets Through Market-Oriented Strategic Planning
ANALYZING MARKETING OPPORTUNITIES
4 Managing Marketing Information and Measuring Market Demand
5 Scanning the Marketing Environment
6 Analyzing Consumer Markets and Buying Behavior
7 Analyzing Business Markets and Business Buying Behavior
8 Analyzing Industries and Competitors
9 Identifying Market Segments and Selecting Target Markets
DEVELOPING MARKETING STRATEGIES
10 Differentiating and Positioning the Market Offering
11 Developing New Products
12 Managing Life-Cycle Strategies
13 Designing Marketing Strategies for Market Leaders, Challengers,Followers, and Nichers
14 Designing and Managing Global Marketing Strategies
PLANNING MARKETING PROGRAMS
15 Managing Product Lines, Brands, and Packaging
16 Managing Service Businesses and Product Support Services
17 Designing Pricing Strategies and Programs
18 Selecting and Managing Marketing Channels
19 Managing Retailing, Wholesaling, and Market Logistics
20 Designing and Managing Integrated Marketing Communications
21 Managing Advertising, Sales Promotion, and Public Relations
22 Managing the Sales Force
23 Managing Direct and Online Marketing
MANAGING THE MARKETING EFFORT
Organizing, Implementing, Evaluating, and Controlling Marketing
Activities
TECHNICAL APPENDIXES
Appendix 1. The Theory of Effective Marketing-Resource Allocation
Appendix 2. Statistical Methods for Future Demand Projection
AUTHOR INDEX
COMPANY/BRAND INDEX
SUBJECT INDEX
Preface
Part l
UNDERSTANDING MARKETING
MANAGEMENT
CHAPTER 1 Assessing Marketing's Critical Role in Organizational
Performance
DOING BUSINESS IN THE GLOBAL ECONOMY
The Global Economy ?The Income Gap ?The
Environmental Imperative and Other Business Trends ? Technological Advances ?Focus on the Customer ? Other Issues
WHAT IS MARKETING? THE CORE CONCEPTS
Needs, Wants, and Demands ?Products (Goods, Services,
and Ideas) ?Value, Cost, and Satisfaction ?Exchange
and Transactions ?Relationships and Networks ? Markets ?Marketers and Prospects
MARKETING MANAGEMENT
COMPANY ORIENTATIONS TOWARD THE
MARKETPLACE
The Production Concept ?The Product Concept ? The Selling Concept/Sales Concept ?The Marketing
Concept ?The Societal Marketing Concept
THE RAPID.ADOPTION OF MARKETING
MANAGEMENT
In the Business Sector ?In the Nonprofit Sector ?In;
the Global Sector
SUMMARY
CONCEPT APPLICATIONS
NOTES
CHAPTER 2 Building Customer Satisfaction Through Qualtty,
Service, and Value
DEFINING CUSTOMER VALUE AND SATISPACTION
Customer Value ?Customer Satisfaction
DELIVERING CUSTOMER VALUE AND
SATISFACTION
Value Chain ?Value-Delivery Network
ATTRACTING AND RBTAINING CUSTOMERS
Computihg the Cost ofLostCustomers ?TheNeedfor
Customer Retention ?Relationship Marketing:
The Key
CUSTOMER PROFITABILITY: THE ULTIMATE TEST
IMPLEMENTING TOTAL QUALITY MARKETING
SUMMARY
CONCEPT APPUCATIONS
NOTES
CHAPTBR 3 Winning Markets Through Market-Oriented Strategic
Planning
THE NATURE OF HlGH-PERFORMANCE BUSINESSES
Stakeholders ?Processes ?Resources ? Organization and Organizational Culture
CORPORATE AND DlVISION STR ATEGIC PLANNING
Defining the Corporate Mission ?Establishing Strategic
Business Units ?Assigning Resources to Each SBU ? Planning New Businesses ?Downsizing Older
Businesses
BUSINESS STRATEGIC PLANNING
Business Mission 80 ?External Environment Analysis
(Opportunity and Threat Analysis) ?Internal Environment
Analysis (Strengths/Weaknesses Analysis) ?Goal
Formulation ?Strategy Pormulation ?Program
Formulation ?Implementation ?Peedback and
Control
THE MARKETING PROCESS
Analyzing Marketing Opportunities ?Developirig
Marketing Strategies ?Planning Marketing Programs
?Managing the Marketing Effort
PRODUCT PLANNING: THE NATURE AND CONTENTS OF A
MARKETING PLAN
Executive Summary and Table of Contents ?Current
Marketing Situation ?Opportunity and Issue Analysis
?Objectives ?Marketing Strategy ?Action
Programs ?Projected Profit-and-Loss Statement ? Controls
THE SHAPE OF MARKETING PLANNING IN THE
1990s
SUMMARY
CONCEPT APPLICATIONS
NOTES
Part 11
ANALYZING MARKETING
OPPORTUNITIES
CHAPTER 4 Managing Marketing Information and Measuring
Market Demand
WHAT IS A MARKETING INFORMATION SYSTEM?
INTERNAL RECORDS SYSTEM
The Order-to-Payment Cycle ?Sales Reporting
Systems
MARKETING INTELLIGENCE SYSTEM
MARKETING RESEARCH SYSTEM
Suppliers ofMarketing Research ?The Marketing Research
Process ?The Characteristics ofGoodMarketing Research
?Overcoming Barriers to the Use ofMarketing Research
MARKETING DECISION SUPPORT SYSTEM
AN OVERVIEW OF FORECASTING AND DEMAND
MEASUREMENT
Measures of Market Demand ?Which Market to
Measure? ?A Vocabulary for Demand Measurement
?Estimating Current Demand ?Estimating Future
Demand
SUMMARY
CONCEPT APPLICATIONS
NOTES
CHAPTER 5 Scanning the Marketing Environment
ANALYZING NEEDS AND TRENDS IN THE
MACROENVIRONMENT
IDENTIFYING AND RESPONDING TO THE MAJOR
MACROENVIRONMENT FORCES
Demographic Environment ?Economic Environment
?Natural Environment
?Political/Legal Environment
Environment
SUMMARY
CONCEPT APPLICATIONS
NOTES
CHAPTER 6 Analyzing Consumer Markets and Buying
Behavior
A MODEL OF CONSUMER BEHAVIOR
MAJOR FACTORS INFLUENCING BUYING
BEHAVIOR
Cultural Factors ?Social Factors ?Personal
Factors ?Psychological Factors
?Technological Environment
?Social/Cultural
THE BUYING PROCESS
Buying Roles ?Buying Behavior
the Buying Decision Process
SUMMARY
CONCEPT APPLICATIONS
NOTES
?The Stages of
CHAPTER 7 Analyzing Business Markets and Business Buying
Behavior
WHAT IS ORGANIZATIONAL BUYING?
The Business Market versus the Consumer Market ? Buying Situations ?Participants in the Business Buying
Process ?Major Influences on Business Buyers ? The Purchasing/Procurement Process
INSTITUTIONAL AND GOVERNMENT MARKETS
SUMMARY
CONCEPT APPLICATIONS
NOTES
CHAPTER 8 Analyzing Industries and Competitors
IDENTIFYING COMPETITORS
Industry Concept of Competition ?Market Concept of
Competition
IDENTIFYING COMPETITORS' STRATEGIES
DETERMINING COMPETITORS' OBJECTIVES
ASSESSING COMPETITORS' STRENGTHS AND
WEAKNESSES
ESTIMATING COMPETITORS' REACTION PATTERNS
DESIGNING THE COMPETITIVE INTELLIGENCE
SYSTEM
SELECTING COMPETITORS TO ATTACK AND AVOID
BALANCING CUSTOMER AND COMPETITOR
ORIENTATIONS
SUMMARY
CONCEPT APPLICATIONS
NOTES
CHAPTER 9 Identifying Market Segments and Selecting Market
Targets
MARKET SEGMENTATION
Levels of Market Segmentation ?Patterns of Market
Segmentation ?Market-Segmentation Procedure ? Bases for Segmenting Consumer Markets ?Bases for
Segmenting Business Markets ?Requirements for Effective
Segmentation
MARKET TARGETING
Evaluating the Market Segments ?Selecting the Market
Segments ?Additional Considerations in Evaluating and
Selecting Segments
SUMMARY
CONCEPT APPLICATIONS
NOTES
Part lll
DEVELOPING MARKETING STRATEGIES
CHAPTER 10 Differentiating and Positioning the Market
Offering
TOOLS FOR COMPETITIVE DlFFERENTIATION
Product Differentiation ?Services Differentiation
Personnel Differentiation ?Channel Differentiation
?Image Differentiation
DEVELOPING A POSITIONING STRATEGY
How Many Differences to Promote? ?Which Differences
to Promote?
COMMUNICATING THE COMPANY'S POSITIONING
SUMMARY
CONCEPT APPLICATIONS
NOTES
CHAPTER 11 Developing New Products
CHALLENGES IN NEW-PRODUCT DEVELOPMENT
EFFECTIVE ORGANIZATIONAL ARRANGEMENTS
MANAGING THE NEW-PRODUCT DEVELOPMENT
PROCESS
Idea Generation ?Idea Screening ?Concept
Development and Tescing ?Marketing Strategy
Development ?Business Analysis ? Product Development ?Market Testing ? Commetcialization
?THE CONSUMER-ADOPTION PROCESS
Stages in the Adoption Process ?Factors Influencing rhe
Adoprion Process
SUMMARY
CONCEPT APPLICATIONS
NOTES
CHAPTER 12 Managing Life-Cycle Strategies
THE PRODUCT LlFE CYCLE
Demand/Technology Life Cycle ?Stages in the Product
Life Cycle ?Product-Category, Product-Form, Product,
and Brand Life Cycles ?Other Shapes of the Product Life
Cycle The International Product Life Cycle
MARKETING STRATEGIES THROUGHOUT THE PLC
Introduction Stage ?Growth Stage ?Maturity
Stage ?Decline Stage
the Product Life-Cycle Concept
MARKET EVOLUTION
Stages in Market Evolution
Competition
SUMMARY
CONCEPT APPLICATIONS
NOTES
?Summary and Cntique of
?Dynamics of Attribute
CHAPTER 13 Designing Marketing Strategies for Market Leaders,
Challengers, Followers, and Nichers
MARKET-LEADER STRATEGIES
Expanding the Total Market ?Defending Market Share
?Expanding Market Share ?Two Case Scudies:
Procter & Gamble and Caterpillar
MARKET-CHALLENGER STRATEGIES
Defining the Strategic Objective and Opponent(s) ? Choosing a General Attack Stracegy ?Choosing a Specific
Attack Strategy
MARKET-FOLLOWER STRATEGIES
MARKET-NlCHER STRATEGIES
Niche Specialization
SUMMARY
CONCEPT APPLICATIONS
NOTES
CHAPTER 14 Designing and Managing Global Marketing
Strategies
DECIDING WHETHER TO GO ABROAD
DECIDING WHICH MARKETS TO ENTER
DECIDING HOW TO ENTER THE MARKET
Indlrect Export ?Direct Export ?Licensing
?Joint Venrures ?Direct Investment ?The
Internationalization Process
DECIDING ON THE MARKETING PROGRAM
Product ?Promotion ?Price ?Place
(Distribution Channels)
DECIDING ON THE MARKETING ORGANIZATION
Export Deparrment ?International Division ? Global Organization
SUMMARY
CONCEPT APPLICATIONS
NOTES
Part IV
PLANNING MARKETING PROGRAMS
CHAPTER 15 Managing Product Lines, Brands, and
Packaging
WHAT IS A PRODUCT?
Five Levels of a Product ?Product Hierarchy ? Product Classifications
PRODUCT-MIX DECISIONS
PRODUCT-LINE DECISIONS
Product-Line Analysis ?Product-Line Length ? Line Modernization ?Line Featuring ?Line
Pruning
BRAND DECISIONS
What Is a Brand? ?The Concept and Measarement of
Brand Equity ?Challenges in Branding
PACKAGING AND LABELING DECISIONS
Packaging ?Labeling
SUMMARY
CONCEPT APPLICATIONS
NOTES
CHAPTER 16 Managing Service Businesses and Product Support
Services
THE NATURE AND CLASS.IFICATION OF SERVICES
CHARACTERISTICS OF SERVICES AND THEIR MARKETING
IMPLICATIONS
Intangibility ?Inseparability ?Variability
Perishability
MARKETING STRATEGIES FOR SERVICE FlRMS
Managing Differentiation ?Managing Service Quality
?Managing Productivity
MANAGING PRODUCT SUPPORT SERVICES
Postsale Service Strategy
SUMMARY
CONCEPT APPLICATIONS
NOTES
CHAPTER 17 Designing Pricing Strategies and Programs
SETTING THE PRICE
Selecting the Pricing Objective ?Decermining Demand
?Estimating Costs ?Analyzing Competitors' Costs,
Prices, and Offers ?Selecting a Pricing Method ? Selecting the Final Price
ADAPTING THE PRICE
Geographical Pricing (Cash, Countertrade, and Barter) ? Price Discounts and Allowances ?Promotional Pricing
512 ?Discriminatory Pricing ?Product-Mix Pricing
INITIATING AND RESPONDING TO PRICE CHANGES
Initiating Price Cucs ?Initiating Price Increases ? Reactions to Price Changes ?Responding to Competitors'
Price Changes
SUMMARY
CONCEPT APPLICATIONS
NOTES
CHAPTER 18 Selecting and Managing Marketing Channels
WHAT ARE MARKETING CHANNELS?
Why Are Marketing Intermediaries Used? ?Channel
Functions and Flows ?Channel Levels ?Channels
in the Service Sector
CHANNEL-DESIGN DECISIONS
Analyzing Cuscomers' Desired Service Output Levels ? Establishing the Channel Objectives and Constraints ? Identifying the Major Channel Akernatives ?Evaluating
the Major Channel Alternatives
CHANNEL-MANAGEMENT DECISIONS
Selecting Channel Members ?Motivating Channel
Members ?Evaluating Channel Members ? Modifying Channel Arrangements
CHANNEL DYNAMICS
Vertical Marketing Systems ?Horizontal Marketing
Systems Multchannel Marketing Systems ? Roles oflndividual Firms in a Channel
CHANNEL COOPERATION, CONFLICT, AND
COMPETITION
Types ofConflict and Competition ?Causes ofChannel
Conflict ?Managing Channel Conflict ?Legal and
Ethical Issues in Channel Relations
SUMMARY
CONCEPT APPLICATIONS
NOTES
CHAPTER 19 Managing Retailing, Wholesaling, and Market
Logistics
RETAILING
Types of Retailers ?Retailer Marketing Decisions ? Trends in Retailing
WHOLESALING
The Growth and Types ofWholesaling ?Wholesaler
Marketing Decisions ?Trends in Wholesaling
MARKET LOGISTICS
Market-Logistics Objectives ?Market-Logistics Detisions
?Organizational Lessons About Market Objeccives
SUMMARY
CONCEPT APPLICATIONS
NOTES
CHAPTER 20 Designing and Managing Integrated Marketing
Communications
A VlEW OF THE COMMUNICATION PROCESS
DEVELOPING EFFECTIVE COMMUNICATIONS
Identifying the Target Audience ?Determining the
Communication Objectives ?Designing the Message
?Selecting the Communicacion Channels ? Establishing the Total Promotion Budget ?Deciding on
the Promotion Mix ?Measuring the Promotion's Results
?Managing and Coordinating Integrated Marketing
Communications
SUMMARY
CONCEPT APPLICATIONS
NOTES
CHAPTER 21 Managing Advertising, Sales Promotion, and Public
Relations
DEVELOPING AND MANAG'ING AN ADVERTISING
PROGRAM
Setting the Advertising Objectives ?Deciding on the
Advertising Budget ?Choosing the Advertising Message
?Deciding on the Media ?Evaluating Advertising
Effecciveness
SALES PROMOTION
The Rapid Growth ofSales Promotion ?Purpose of Sales
Promotion ?Major Decisions in Sales Promotion
PUBLIC RELATIONS
Major Decisions in Marketing PR
SUMMARY
CONCEPT APPLICATIONS
NOTES
CHAPTER 22 Managing the Sales Force
DESIGNING THE SALES FORCE
Sales Force Objectives ?Sales Force Strategy ? Sales Force Structure ?Sales Force Size ?Sales
Force Compensation
MANAGING THE SALES FORCE
Recruiting and Selecting Sales Representatives ?Training
Sales Representacives ?Supervising Sales Representatives
696 ?Motivating Sales Represencatives ?Evaluating Sales
Representative.s
PRINCIPLES OF PERSONAL SELLING
Sales Professionalism ?Negotiation ?Relationship
Marketing
SUMMARY
CONCEPT APPLICATIONS
NOTES
CHAPTER 23 Managing Direct and Online
Marketing
THE GROWTH AND BENEFITS OF DlRECT
MARKETING
The Growth of Direct Marketing and Electronic Shopping ? The Benefits of Direct Marketing
CUSTOMER DATABASES AND DlRECT
MARKETING
MAJOR CHANNELS FOR DlRECT MARKETING
Face-to-Face Selling ?Direct-Mail Marketing ? Catalog Marketing ?Telemarketing ?Television
and Other Major Media Direct-Response Marketing ? Kiosk Marketing ?Online Channels
MARKETING IN THE TWENTY-FIRST CENTURY: ONLINE
MARKETING
The Benefits ofOnline Marketing ?Online Marketing
Channels
THE GROWING USE OF INTEGRATED DlRECT
MARKETING
PUBLIC AND ETHICAL ISSUES IN THE USE OF DlRECT
MARKETING
SUMMARY
CONCEPT APPLICATIONS
NOTES
Part V
MANAGING THE MARKETING EFFORT
CHAPTER 24 Organizing, Implementing, Evaluating, and
Controlling Marketing Activities
COMPANY ORGANIZATION
MARKETING ORGANIZATION
The Evolution of the Marketing Department ?Ways of
Organizing the Marketing Department ?Marketing's
Relations with Other Departments ?Scracegies for
Building a Companywide Marketing Orientation
MARKETING IMPLEMENTATION
CONTROLLING MARKETING ACTIVITY
Annual-Plan Control ?Profitability Control
Efficiency Control ?Strategic Control
SUMMARY
本书为汉庭创始人季琦的创业手记和管理笔记.10年来,季琦联合创办的携程、如家,独立操作的汉庭,先后在美国纳斯达克上市,市值均超1
任正非:哪有什么天生强人,有的只是强忍 本书特色 他是一位被遗忘的高人,中国*神秘的企业家。——马云在中国真正用研发引领持续发展的企业家,可能就任正非一人。——...
品质技术控制-欧迪管理改革纪实 内容简介 “欧博战法”被誉为是中小工厂立于不败的“利润榨汁机”!这套丛书是“欧博战法”系统集成,是在68家工厂运用实践中总结提炼...
领导力的5个层次 本书特色 多年以来,约翰都是我的良师与益友。我*喜欢他的一点,是他能够亲自敦促并帮助我实现领导力的5个层次跨越。——微软公司首席运营官凯文·特...
营销管理第12版 内容简介 自1967年科特勒推出第1版的《营销管理》后,历经40年的发展,《营销管理》的理论体系愈加成熟,案例也更加丰富,全书信息量巨大但不庞...
《药物的发现》内容简介:《通识教育丛书·药物的发现:品读药物背后的人和事》在药物基本常识和药物发展历史轨迹的基础上,以化学
《借贷》以民间资金运作为背景,讲述一个成都“高利贷”老板许量在事业、家庭和情感上的故事。以民间私募借贷为主线,同行斗争、
在对三千多名销售员及五千多位客户进行调查研究及统计分析基础上,本书提出一种全新的销售模式,即挑战式销售。运用这种销售模式
《BCG视野战略思维的艺术》详细解说了BCG战略论的核心部分,解析获取“洞察力”的诀窍,以公式的形式对抽象的概念进行高度概括,
《黑道商学院》内容简介:麦可•法兰杰斯曾登上《财富》杂志封面故事,当选“全美五十大黑道大哥”,当时他每周创造600万~800万美
小公司防亏防损17计 本书特色 ●中国本土企业防亏损、防倒闭、避风险的财商进阶书●私营公司创业辛酸史,中小企业经理人的盛世危言●小微公司管理者反败为胜的制胜法宝...
◎90后清华才女小关倾心力作,励志作品集首度公开出版,献给所有忠于理想、渴望真实的同路人。◎收录《清华女的巴黎学厨日记》火
Thistitlepresentsapracticalapproachtofuelgamechanginggrowththroughbusinessmodeli...
出类拔萃:造就优秀职员的17种品质 本书特色 在本书里,领导学权威约翰·C·马克斯韦尔总结了每一个优秀团队成员**的17种品格特质。马克斯韦尔精确细致的描述和诸...
非一般的华为-任正非经营管理智慧 本书特色 *新全面解读和诠释华为教父任正非的创业思维与商道真经。 当台风来的时候,什么措施*保险?不是站得高、挺得直,而是趴下...
在客户掌握了主动权和控制权的互联网时代,本书首度提出了B2B采购五大阶段如何成就你的持久竞争力。 在互联网时代,规求无度
〈內容介紹〉究竟是怎樣的環境,培育出無數創意人才,想出一個個絕妙點子,做出一支支叫好又叫座的廣告?傑出的創意人如何鍛鍊創
银行操作风险控制及成本收益分析 内容简介 本书以可靠性理论为基础,从实证分析角度,构建起银行操作风险评估、控制和化解的理论框架,为银行防范操作风险提供理论支持和...
采购与供应策略 本书特色 采购工作的核心是实现资金价值,满足组织要求 。英国皇家采购与供应学会所著的《采购与供应策略 》主要包括四部分内容:采购中的成...
圈子·段子:4:电商那些事儿 本书特色 中国的互联网一直产生财富传奇,始终吸引普罗市民的注意力。电子商务又是其中*为热闹、与读者*近,引起*多争议话题的一个领域...