Marketing Management Asian Perspective 7th Edition by Philip Kotler , Kevin Keller , Swee Ang , Chin Tan , Siew Leong – Ebook PDF Instant Download/Delivery: 129208958X 978-1292089584
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ISBN 10: 129208958X
ISBN 13: 978-1292089584
Author: Philip Kotler , Kevin Keller , Swee Ang , Chin Tan , Siew Leong
For undergraduate and graduate courses in marketing management
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Marketing Management Asian Perspective 7th Table of contents:
Part 1 Understanding Marketing Management
Chapter 1 Defining Marketing for the New Realities
1.1 The Importance of Marketing
1.2 The Scope of Marketing
1.2.1 What is Marketing?
1.2.2 What is Marketed?
1.2.3 Who Markets?
1.3 Core Marketing Concepts
1.3.1 Needs, Wants, and Demands
1.3.2 Target Markets, Positioning, and Segmentation
1.3.3 Offerings and Brands
1.3.4 Value and Satisfaction
1.3.5 Marketing Channels
1.3.6 Supply Chain
1.3.7 Competition
1.3.8 Marketing Environment
1.4 The New Marketing Realities
1.4.1 Major Societal Forces
1.4.2 New Company Capabilities
1.4.3 Marketing in Practice
Marketing Memo: Reinventing Marketing At Coca-Cola
1.5 Company Orientation Toward the Marketplace
1.5.1 The Production Concept
1.5.2 The Product Concept
1.5.3 The Selling Concept
1.5.4 The Marketing Concept
1.5.5 The Holistic Marketing Concept
1.6 Updating the Four P’s
Marketing Insight: Understanding The 4 A’s of Marketing
1.7 Marketing Management Tasks
1.7.1 Developing Marketing Strategies and Plans
Marketing Memo: Marketers’ Frequently Asked Questions
1.7.2 Capturing Marketing Insights and Performance
1.7.3 Connecting with Customers
1.7.4 Building Strong Brands
1.7.5 Shaping the Market Offerings
1.7.6 Delivering Value
1.7.7 Communicating Value
1.7.8 Creating Successful Long-Term Growth
Summary
Applications
Marketing Lesson: Modern Creation München (MCM)
Marketing Lesson:Google
Chapter 2 Developing Marketing Strategies and Plans
2.1 Marketing and Customer Value
2.1.1 The Value Delivery Process
2.1.2 The Value Chain
Marketing Insight: The Value of WhatsApp to Facebook
2.1.3 Core Competencies
2.1.4 The Central Role of Strategic Planning
Marketing Memo: What Does it Take to Be a Successful CMO?
2.2 Corporate and Division Strategic Planning
2.2.1 Defining the Corporate Mission
2.2.2 Establishing Strategic Business Units (SBUs)
2.2.3 Assigning Resources to Each SBU
2.2.4 Assessing Growth Opportunities
2.2.5 Organization and Organizational Culture
2.2.6 Marketing Innovation
Marketing Insight: Creating Innovative Marketing
2.3 Business Unit Strategic Planning
2.3.1 The Business Mission
2.3.2 SWOT Analysis
Marketing Memo: Checklist for Performing Strengths/Weaknesses Analysis
2.3.3 Goal Formulation
2.3.4 Strategic Formulation
2.3.5 Program Formulation and Implementation
2.3.6 Feedback and Control
2.4 Product Planning: The Nature and Contents of a Marketing Plan
Marketing Memo: Marketing Plan Criteria
2.4.1 The Role of Research
2.4.2 The Role of Relationships
2.4.3 From Marketing Plan to Marketing Action
Summary
Applications
Marketing Lesson: TWG Tea
Marketing Lesson: Yum! Brands
Sample Marketing Plan: Pegasus Sports International
Part 2 Capturing Marketing Insights
Chapter 3 Gathering Information and Forecasting Demand
3.1 Components of a Modern Marketing Information System
3.2 Internal Records and Marketing Intelligence
3.2.1 The Order-to-Payment Cycle
3.2.2 Sales Information Systems
3.2.3 Databases, Data Warehousing, and Data Mining
Marketing Insight: Making Big Data Work for You
3.2.4 The Marketing Intelligence System
3.2.5 Collecting Marketing Intelligence on the Internet
3.2.6 Communicating and Acting on Marketing Intelligence
3.3 Analyzing the Macroenvironment
3.3.1 Needs and Trends
Marketing Insight: Ten Forces Forging China’s Future
3.3.2 Identifying the Major Forces
3.3.3 The Demographic Environment
Marketing Insight: Finding Gold at the bottom of the Pyramid
3.3.4 Economic Environment
3.3.5 Social-Cultural Environment
3.3.6 Natural Environment
Marketing Insight: The Green Marketing Revolution
3.3.7 Technological Environment
3.3.8 Political-Legal Environment
3.4 Forecasting and Demand Measurement
3.4.1 The Measures of Market Demand
3.4.2 A Vocabulary for Demand Measurement
3.4.3 Estimating Current Demand
3.4.4 Estimating Future Demand
Summary
Applications
Marketing Lesson: Microsoft
Marketing Lesson: Uber
Chapter 4 Conducting Marketing Research
4.1 The Marketing Research System
4.2 The Marketing Research Process
4.2.1 Step 1: Define the Problem, the Decision Alternatives, and the Research Objectives
4.2.2 Step 2: Develop the Research Plan
Marketing Memo: Conducting Informative Focus Groups
Marketing Memo: Questionnaire Do’s and Don’ts
Marketing Insight: Getting into Consumers’ Heads With Qualitative Research
Marketing Insight: Understanding Brain Science
4.2.3 Step 3: Collect the Information
4.2.4 Step 4: Analyze the Information
4.2.5 Step 5: Present the Findings
4.2.6 Step 6: Make the Decision
4.3 Marketing Research in Asia
4.4 Measuring Marketing Productivity
4.4.1 Marketing Metrics
4.4.2 Marketing-Mix Modeling
4.4.3 Marketing Dashboards
Marketing Insight: Marketing Dashboards to Improve Effectiveness and Efficiency
Summary
Applications
Marketing Lesson: Nestlé Malaysia: Lactogen 4
Marketing Lesson: Procter & Gamble
Part 3 Connecting with Customers
Chapter 5 Creating Customer Value, Satisfaction, and Loyalty
5.1 Building Customer Value, Satisfaction, and Loyalty
5.1.1 Customer Perceived Value
5.1.2 Total Customer Satisfaction
5.1.3 Monitoring Satisfaction
5.1.4 Product and Service Quality
5.2 Maximizing Customer Lifetime Value
5.2.1 Customer Profitability
5.2.2 Measuring Customer Lifetime Value
5.2.3 Attracting and Retaining Customers
Marketing Memo: Calculating Customer Lifetime Value
Marketing Insight: Seven Lessons from Samsung’s Note 7 Crisis
5.2.4 Building Loyalty
5.2.5 Win-Backs
5.3 Cultivating Customer Relationships
5.3.1 Customer Relationship Management (CRM)
Marketing Insight: The Behavioral Targeting Controversy
Summary
Applications
Marketing Lesson: Food Scandals In Taiwan: The Case of Tin Hsin International Group
Marketing Lesson: Tesco
Chapter 6 Analyzing Consumer Markets
6.1 What Influences Consumer Behavior?
6.1.1 Cultural Factors
6.1.2 Social Factors
Marketing Insight: Face-Saving and the Chinese Consumer
6.1.3 Personal Factors
6.2 Key Psychological Processes
6.2.1 Motivation: Freud, Maslow, Herzberg
6.2.2 Perception
Marketing Memo: The Power of Sensory Marketing
6.2.3 Learning
6.2.4 Emotions
6.2.5 Memory
6.3 The Buying Decision Process: The Five-Stage Model
6.3.1 Problem Recognition
6.3.2 Information Search
6.3.3 Evaluation of Alternatives
6.3.4 Purchase Decisions
6.3.5 Postpurchase Behavior
6.3.6 Moderating Effects on Consumer Decision Making
6.4 Behavioral Decision Theory and Behavioral Economics
6.4.1 Decision Heuristics
6.4.2 Framing
6.4.3 Mental Accounting
Summary
Applications
Marketing Lesson: Hello Kitty
Marketing Lesson: Gold Misses
Chapter 7 Analyzing Business Markets
7.1 What is Organizational Buying?
7.1.1 The Business Market versus the Consumer Market
7.1.2 Buying Situations
7.2 Participants in the Business Buying Process
7.2.1 The Buying Center
7.2.2 Buying Center Influences
7.2.3 Targeting Firms and Buying Centers
7.3 The Purchasing/Procurement Process
7.4 Stages in the Buying Process
7.4.1 Problem Recognition
7.4.2 General Need Description and Product Specification
7.4.3 Supplier Search
Marketing Insight: The Asian B2B Environment
7.4.4 Proposal Solicitation
7.4.5 Supplier Selection
Marketing Memo: Developing Compelling Customer Value Propositions
7.4.6 Order-Routine Specification
7.4.7 Performance Review
7.5 Developing Effective Business-to-Business Marketing Programs
7.5.1 Communication and Branding Activities
7.5.2 Systems Buying and Selling
Marketing Memo: Spreading the Word With Customer Reference Programs
7.5.3 Role of Services
7.6 Managing Business-to-Business Customer Relationships
Marketing Insight: Rules of Social and Business Etiquette
7.6.1 The Benefits of Vertical Coordination
Marketing Insight: Establishing Corporate Trust, Credibility, and Reputation
7.6.2 Business Relationships: Risks and Opportunism
7.7 Relationship Marketing in the Keiretsu and Chaebol
7.8 Institutional and Government Markets
Summary
Applications
Marketing Lesson: Tagit
Marketing Lesson: Accenture
Chapter 8 Identifying Market Segments and Targets
8.1 Bases for Segmenting Consumer Markets
8.1.1 Geographic Segmentation
8.1.2 Demographic Segmentation
8.1.3 Psychographic Segmentation
8.1.4 Behavioral Segmentation
8.2 Bases for Segmenting Business Markets
8.3 Market Targeting
8.3.1 Effective Segmentation Criteria
8.3.2 Evaluating and Selecting the Market Segments
Marketing Insight: Segmentation Strategy for China
Marketing Insight: Chasing the Long Tail
Summary
Applications
Marketing Lesson: PT Heinz ABC
Marketing Lesson: Fulla Dolls: The Alternative Barbie
Part 4 Building Strong Brands
Chapter 9 Creating Brand Equity
9.1 How Does Branding Work?
9.1.1 The Role of Brands
9.1.2 The Scope of Branding
9.2 Defining Brand Equity
9.2.1 Brand Equity Models
9.3 Building Brand Equity
9.3.1 Choosing Brand Elements
Marketing Insight: Driving Deeper Brand Connection in China
9.3.2 Designing Holistic Marketing Activities
9.3.3 Brand Communities
9.3.4 Leveraging Secondary Association
9.4 Measuring Brand Equity
Marketing Insight: The Brand Value Chain
Marketing Insight: What is a Brand Worth?
9.5 Managing Brand Equity
9.5.1 Brand Reinforcement
9.5.2 Brand Revitalization
9.6 Devising a Branding Strategy
9.6.1 Branding Decisions
9.6.2 Brand Portfolios
9.6.3 Brand Extensions
9.7 Customer Equity
Marketing Memo: 21st Century Branding
Summary
Applications
Marketing Lesson: Malaysian Airlines
Marketing Lesson: McDonald’s
Chapter 10 Crafting the Brand Positioning
10.1 Developing and Communicating a Positioning Strategy
10.1.1 Understanding Positioning and Value Propositions
10.2 Determining a Competitive Frame of Reference
10.2.1 Identifying Competitors
10.2.2 Analyzing Competitors
10.2.3 Identifying Optimal Points-of-Parity and Points-of Difference
10.2.4 Choosing Specific POPs and PODs
10.3 Brand Mantras
10.3.1 Role of Brand Mantras
10.3.2 Designing a Brand Mantra
10.4 Establishing Brand Positioning
10.4.1 Communicating Category Membership
Marketing Memo: Constructing a Brand Positioning Bull’s-eye
10.4.2 Communicating POPs and PODs
10.4.3 Monitoring Competition
10.5 Alternative Approaches to Positioning
10.5.1 Brand Narratives and Storytelling
10.5.2 Cultural Branding
10.6 Positioning and Branding a Small Business
Summary
Applications
Marketing Lesson: Under Armour
Marketing Lesson: Nike China
Chapter 11 Competitive Dynamics
11.1 Competitive Strategies for Market Leaders
Marketing Insight: Pokémon Go: A Game-Changer for Nintendo?
11.1.1 Expanding Total Market Demand
11.1.2 Protecting Market Share
Marketing Insight: Sun Tzu Bing Fa: Modern Strategy Insights from Ancient China
11.1.3 Increasing Market Share
11.2 Other Competitive Strategies
11.2.1 Market-Challenger Strategies
11.2.2 Market-Follower Strategies
Marketing Insight: Counteracting Counterfeiting
11.2.3 Market-Nicher Strategies
Marketing Memo: Niche Specialist Roles
11.3 Product Life-Cycle Marketing Strategies
11.3.1 Product Life Cycles (PLC)
11.3.2 Style, Fashion, and Fad Life Cycles
11.3.3 Marketing Strategies: Introduction Stage and the Pioneer Advantage
Marketing Insight: Understanding Double Jeopardy
11.3.4 Marketing Strategies: Growth Stage
11.3.5 Marketing Strategies: Maturity Stage
11.3.6 Marketing Strategies: Decline Stage
11.3.7 Evidence for the Product Life-Cycle Concept
11.3.8 Critique of the Product Life-Cycle Concept
11.3.9 Market Evolution
11.4 Marketing in a Slow-Growth Economy
11.4.1 Explore the Upside of Increasing Investment
11.4.2 Get Closer to Customers
11.4.3 Review Budget Allocations
11.4.4 Put Forth the Most Compelling Value Proposition
11.4.5 Fine-tune Brand and Product Offerings
Summary
Applications
Marketing Lesson: Tata Salt (A)
Marketing Lesson: Tata Salt (B)
Part 5 Shaping the Market Offerings
Chapter 12 Setting Product Strategy
12.1 Product Characteristics and Classifications
12.1.1 Product Levels: The Customer-Value Hierarchy
12.1.2 Product Classifications
12.2 Differentiation
12.2.1 Product Differentiation
12.2.2 Services Differentiation
12.3 Design
12.4 Luxury Products
12.4.1 Characterizing Luxury Brands
12.4.2 Growing Luxury Brands
12.4.3 Marketing Luxury Brands
12.5 Environmental Issues
Marketing Memo: A Sip or A Gulp: Environmental Concerns in the Water Industry
12.6 Product and Brand Relationships
12.6.1 The Product Hierarchy
12.6.2 Product Systems and Mixes
12.6.3 Product-Line Analysis
12.6.4 Product-Line Length
Marketing Insight: When Less Is More
12.6.5 Product-Mix Pricing
Marketing Memo: Product-Bundle Pricing Considerations
12.6.6 Co-Branding and Ingredient Branding
12.7 Packaging, Labeling, and Warranties and Guarantees
12.7.1 Packaging
12.7.2 Labeling
12.7.3 Warranties and Guarantees
Summary
Applications
Marketing Lesson: Nintendo
Marketing Lesson: Toyota
Chapter 13 Designing and Managing Services
13.1 The Nature of Services
13.1.1 Service Industries are Everywhere
13.1.2 Categories of Service Mix
13.1.3 Distinctive Characteristics of Services
13.2 The New Service Realities
13.2.1 A Shifting Customer Relationship
Marketing Insight: The Japanese Philosophy of Service
13.3 Achieving Excellence in Services Marketing
13.3.1 Marketing Excellence
13.3.2 Technology and Service Delivery
Marketing Insight: Tapping Technology for Service Excellence: Henn-na Hotel
13.3.3 Service in Asia
13.3.4 Best Practices of Top Service Companies
Marketing Memo: Service Excellence: Five Pointers from SIA
13.3.5 Differentiating Services
13.4 Managing Service Quality
Marketing Memo: Recommendations for Improving Service Quality
13.4.1 Managing Customer Expectations
13.4.2 Incorporating Self-Service Technologies (SSTs)
13.5 Managing Product-Support Services
13.5.1 Identifying and Satisfying Customer Needs
13.5.2 Post-Sale Service Strategy
Summary
Applications
Marketing Lesson: Shangri-La Bosphorus Hotel
Marketing Lesson: Singapore Airlines
Chapter 14 Developing Pricing Strategies and Programs
14.1 Understanding Pricing
14.1.1 Pricing in a Digital World
Marketing Insight: Giving It All Away
14.1.2 A Changing Pricing Environment
14.1.3 How Companies Price
14.1.4 Consumer Psychology and Pricing
14.2 Setting the Price
14.2.1 Step 1: Selecting the Pricing Objective
Marketing Insight: Trading Up, Down, and Over
14.2.2 Step 2: Determining Demand
14.2.3 Step 3: Estimating Costs
14.2.4 Step 4: Analyzing Competitors’ Costs, Prices, and Offers
14.2.5 Step 5: Selecting a Pricing Method
14.2.6 Step 6: Selecting the Final Price
Marketing Insight: Stealth Price Increases
14.3 Adapting the Price
14.3.1 Geographical Pricing (Cash, Countertrade, Barter)
14.3.2 Price Discounts and Allowances
14.3.3 Promotional Pricing
14.3.4 Differentiated Pricing
14.4 Initiating and Responding to Price Changes
14.4.1 Initiating Price Cuts
14.4.2 Initiating Price Increases
14.4.3 Responding to Competitors’ Price Changes
Summary
Applications
Marketing Lesson: Siam Park City
Marketing Lesson: eBay
Part 6 Delivering Value
Chapter 15 Designing and Managing Marketing Channels and Value Networks
15.1 Marketing Channels and Value Networks
15.1.1 The Importance of Channels
15.1.2 Multichannel Marketing
15.1.3 Integrating Multichannel Marketing Systems
15.1.4 Value Networks
15.1.5 The Digital Channels Revolution
15.2 The Role of Marketing Channels
15.2.1 Channel Functions and Flows
15.2.2 Channel Levels
15.2.3 Service Sector Channels
15.3 Channel-Design Decisions
15.3.1 Analyzing Customer Needs and Wants
Marketing Insight: Understanding the Showrooming Phenomena
15.3.2 Establishing Objectives and Constraints
15.3.3 Identifying Major Channel Alternatives
15.3.4 Evaluating the Major Alternatives
15.4 Channel-Management Decisions
15.4.1 Selecting Channel Members
15.4.2 Training and Motivating Channel Members
15.4.3 Evaluating Channel Members
15.4.4 Modifying Channel Design and Arrangements
15.4.5 Global Channel Considerations
15.5 Channel Integration and Systems
15.5.1 Vertical Marketing Systems
15.5.2 Horizontal Marketing Systems
15.6 E-Commerce Marketing Practices
15.6.1 Pure-Click Companies
15.6.2 Brick-and-Click Companies
15.7 M-Commerce Marketing Practices
15.7.1 Changes in Customer and Company Behavior
15.7.2 Marketing Practices
Marketing Memo: Lessons from South Korea’s Mobile- Retailers
15.8 Conflict, Cooperation, and Competition
15.8.1 Types of Conflict and Competition
15.8.2 Causes of Channel Conflict
15.8.3 Managing Channel Conflict
15.8.4 Dilution and Cannibalization
15.8.5 Legal and Ethical Issues in Channel Relations
Summary
Applications
Marketing Lesson: 7-E leven
Marketing Lesson: Taobao
Chapter 16 Managing Retailing, Wholesaling, and Logistics
16.1 Retailing
16.1.1 Types of Retailers
Marketing Insight: Enhancing Online Shopping in Asia
16.1.2 The Modern Retail Marketing Environment
Marketing Insight: Franchise Fever in Asia
16.1.3 Marketing Decisions
Marketing Insight: The Growth of Shopper Marketing
Marketing Memo: Helping Stores to Sell
Marketing Insight: Feng Shui and Its Application to Retailing and Marketing in the Far East
16.2 Private Labels
16.2.1 Role of Private Labels
16.2.2 Private Label Success Factors
Marketing Insight: Manufacturer’s Response to the Private Label Threat
16.3 Wholesaling
16.3.1 Trends in Wholesaling
16.4 Market Logistics
16.4.1 Integrated Logistics Systems
16.4.2 Market-logistics Objectives
16.4.3 Market-logistics Decisions
Summary
Applications
Marketing Lesson: Shanghai Tang
Marketing Lesson: Amazon.com
Part 7 Communicating Value
Chapter 17 Designing and Managing Integrated Marketing Communications
17.1 The Role of Marketing Communications
17.1.1 The Changing Marketing Communications Environment
17.1.2 Marketing Communications and Brand Equity
17.1.3 The Communications Process Models
17.2 Developing Effective Communications
17.2.1 Identify the Target Audience
17.2.2 Set the Communications Objectives
17.2.3 Design the Communications
Marketing Insight: Celebrity Endorsements as a Message Strategy
Marketing Insight: Collectivism, Consensus Appeals, and Credibility
17.2.4 Select the Communications Channels
17.2.5 Establish the Total Marketing Communications Budget
17.3 Selecting the Marketing Communications Mix
Marketing Insight: Marketing Communications and the Chinese Consumer
17.3.1 Characteristics of the Marketing Communications Mix
17.3.2 Factors in Setting the Marketing Communications Mix
17.3.3 Measuring Communication Results
17.4 Managing the Integrated Marketing Communications Process
17.4.1 Coordinating Media
17.4.2 Implementing IMC
Marketing Insight: How Integrated Is Your IMC Program?
Summary
Applications
Marketing Lesson: Red Bull
Marketing Lesson: Target
Chapter 18 Managing Mass Communications: Advertising, Sales Promotions, Events, and Public Relations
18.1 Developing and Managing an Advertising Program
18.1.1 Setting the Advertising Objectives
18.1.2 Deciding on the Advertising Budget
18.1.3 Developing the Advertising Campaign
Marketing Insight: Safi Rania Gold
Marketing Insight: Advertising Guidelines for Modern Asia
Marketing Memo: Print Ad Evaluation Criteria
18.2 Choosing Media
18.2.1 Reach, Frequency, and Impact
18.2.2 Choosing Among Major Media Types
18.2.3 Place Advertising Options
Marketing Insight: Playing Games with Brands
18.2.4 Evaluating Advertising Effectiveness
18.3 Sales Promotion
Marketing Insight: Alibaba’s Singles’ Day Phenomenon Sets Sights on Going Global
18.3.1 Concerns with Promotion
18.3.2 Major Decisions
18.4 Events and Experiences
Marketing Insight: Brands and Sport Sponsorship
18.4.1 Events Objectives
18.4.2 Major Sponsorship Decisions
Marketing Memo: Measuring High Performance Sponsorship Programs
18.4.3 Creating Experiences
18.5 Public Relations
18.5.1 Marketing Public Relations
18.5.2 Major Decisions in Marketing PR
Summary
Applications
Marketing Lesson: Gillette (A)
Marketing Lesson: Gillette (B)
Chapter 19 Managing Digital Communications: Online, Social Media, and Mobile
19.1 Online Marketing
19.1.1 Advantages and Disadvantages of Online Marketing Communications
Marketing Insight: Asia’s Technologically Savvy Shoppers
19.1.2 Online Marketing Communication Options
Marketing Memo: How to Maximize the Marketing Value of Emails
19.2 Social Media
19.2.1 Social Media Platforms
19.2.2 Using Social Media
19.3 Word of Mouth
19.3.1 Forms of Word of Mouth
19.3.2 Creating Word-of-Mouth Buzz
Marketing Memo: How To Start A Buzz Fire
19.3.3 Measuring the Effects of Word of Mouth
Marketing Insight: Tracking Online Buzz
19.4 Mobile Marketing
19.4.1 The Scope of Mobile Marketing
19.4.2 Developing Effective Mobile Marketing Programs
19.4.3 Mobile Marketing Across Markets
Summary
Applications
Marketing Lesson: Facebook
Marketing Lesson: Unilever (Axe and Dove)
Chapter 20 Managing Personal Communications: Direct and Database Marketing and Personal Selling
20.1 Direct Marketing
20.1.1 The Benefits of Direct Marketing
20.1.2 Direct Mail
20.1.3 Catalog Marketing
20.1.4 Telemarketing
20.1.5 Public and Ethical Issues in Direct Marketing
20.2 Customer Databases and Database Marketing
20.2.1 Customer Databases
20.2.2 Data Warehouses and Data Mining
20.2.3 The Downside of Database Marketing
20.3 Designing the Sales Force
20.3.1 Sales Force Objectives and Strategy
20.3.2 Sales Force Structure
Marketing Insight: Major Account Management
20.3.3 Sales Force Size
20.3.4 Sales Force Compensation
20.4 Managing the Sales Force
20.4.1 Recruiting and Selecting Representatives
20.4.2 Training and Supervising Sales Representatives
20.4.3 Sales Rep Productivity
20.4.4 Motivating Sales Representatives
20.4.5 Evaluating Sales Representatives
20.5 Principles of Personal Selling
20.5.1 The Six Steps
20.5.2 Negotiation
20.5.3 Relationship Marketing
Marketing Insight: Culture and Relationship Marketing
Summary
Applications
Marketing Lesson: Progressive
Marketing Lesson: Victoria’s Secret
Part 8 Creating Successful Long-Term Growth
Chapter 21 Introducing New Market Offerings
21.1 New-Product Options
21.1.1 Make or Buy
21.1.2 Types of New Products
21.2 Challenges in New-Product Development
21.2.1 The Innovation Imperative
Marketing Insight: Lessons from Google in Creating an Innovative Culture
21.2.2 New-Product Success
21.2.3 New-Product Failure
21.2.4 Asian Perspective of New-Product Development
21.3 Organizational Arrangements
21.3.1 Budgeting for New-Product Development
21.3.2 Organizing New-Product Development
21.4 Managing the Development Process: Ideas
21.4.1 Generating Ideas
Marketing Memo: Ten Ways to Great New-Product Ideas
Marketing Insight: New-Idea Generation in Japanese Companies
Marketing Insight: P&G’s New Connect + Develop Approach to Innovation
Marketing Memo: Seven Ways to Draw New Ideas from Your Customers
Marketing Memo: How to Run a Successful Brainstorming Session
21.5 Managing the Development Process: Concept to Strategy
21.5.1 Concept Development and Testing
21.5.2 Marketing Strategy Development
21.5.3 Business Analysis
21.6 Managing the Development Process: Development to Commercialization
21.6.1 Product Development
21.6.2 Market Testing
21.6.3 Commercialization
21.7 The Consumer-Adoption Process
21.7.1 Stages in the Adoption Process
21.7.2 Factors Influencing the Adoption Process
Summary
Applications
Marketing Lesson: Apple
Marketing Lesson: Tiger Balm
Chapter 22 Tapping into Global Markets
22.1 Competing on a Global Basis
22.2 Deciding Whether to Go Abroad
22.3 Deciding Which Markets to Enter
22.3.1 How Many Markets to Enter
22.3.2 Evaluating Potential Markets
22.3.3 Succeeding in Developing Markets
Marketing Insight: Heinz’s Four A’s for Emerging Market Expansion
Marketing Insight: How Chinese Brands can Gain Global Acceptance
22.4 Deciding How to Enter the Market
22.4.1 Indirect and Direct Export
22.4.2 Licensing
22.4.3 Joint Ventures
Marketing Insight: Guanxi and Its Application to Marketing in Greater China
22.4.4 Direct Investment
22.5 Deciding on the Marketing Program
22.5.1 Global Similarities and Differences
22.5.2 Marketing Adaptation
Marketing Memo: The Ten Commandments Of Global Branding
22.5.3 Global Product Strategies
22.5.4 Global Communication Strategies
22.5.5 Global Pricing Strategies
22.5.6 Global Distribution Strategies
22.6 Country-of-Origin Effects
22.6.1 Building Country Images
22.6.2 Consumer Perceptions of Country of Origin
Summary
Applications
Marketing Lesson: L’Oréal
Marketing Lesson: Volkswagen
Chapter 23 Managing a Holistic Marketing Organization
23.1 Trends in Marketing Practices
23.2 Internal Marketing
23.2.1 Organizing the Marketing Department
Marketing Memo: Characteristics of Customer-Driven Company Departments
23.2.2 Relations with Other Departments
23.2.3 Building a Creative Marketing Organization
23.3 Socially Responsible Marketing
Marketing Insight: The Marketing CEO
23.3.1 Corporate Social Responsibility
23.3.2 Socially Responsible Business Models
Marketing Insight: Confucius and Marketing in East Asia
23.3.3 Cause-Related Marketing
Marketing Memo: Making a Difference: Top 10 Tips for Cause Branding
23.3.4 Social Marketing
23.4 Marketing Implementation and Control
23.4.1 Marketing Implementation
23.4.2 Marketing Control
23.5 The Future of Marketing
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