营销管理架构 英文版2025|PDF|Epub|mobi|kindle电子书版本百度云盘下载

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第一部分 营销管理的含义1

Marketing Tasks1

1.Marketing in the Twenty-First Century1

PARTⅠ UNDERSTANDING MARKETING MANAGEMENT1

PARTⅠ UNDERSTANDING MARKETING MANAGEMENT1

1.Marketing in the Twenty-First Century1

第一章 21世纪的营销概念1

The Scope of Marketing2

A Broadened View of Marketing Tasks3

The Decisions That Marketers Make3

Marketing Concepts and Tools4

Defining Marketing4

Core Marketing Concepts4

Company Orientations Toward the Marketplace10

The Production Concept11

The Product Concept11

The Selling Concept11

The Marketing Concept12

The Societal Marketing Concept14

How Business and Marketing Are Changing14

Marketer Responses and Adjustments15

Company Responses and Adjustments15

Executive Summary16

Notes17

2.Building Customer Satisfaction,Value,and Retention19

第二章 消费价值、消费者满意和消费者信誉19

2.Building Customer Satisfaction,Value,and Retention19

Defining Customer Value and Satisfaction19

Customer Value20

Customer Satisfaction21

The Nature of High-Performance Businesses22

Stakeholders22

Processes22

Resources23

Delivering Customer Value and Satisfaction24

Value Chain24

Organization and Organizational Culture24

Value Delivery Network25

Attracting and Retaining Customers26

Attracting Customers26

Computing the Cost of Lost Customers26

The Need for Customer Retention27

Relationship Marketing: The Key28

Customer Profitability:The Ultimate Test31

Implementing Total Quality Management33

Notes35

Executive Summary35

3.Winning Markets Through Strategic Planning,Implementation,and Control39

3.Winming Markets Through Strategic Planning,Implementation,and Control39

第三章 通过战略计划的制定、实施与控制赢得市场39

Corporate and Division Strategic Planning40

Defining the Corporate Mission40

Estahlishing Strategic Business Units41

Assigning Resoutrces to SBUs42

Planning New Businesses,Downsizing Older Businesses45

Business Strategic planning46

Business Mission46

SWOT Analysis46

Goal Formulation47

Strategy Formulation47

Program Formulation48

Implementation48

The Value-Delivery Sequence49

The Marketing Process49

Feedback and Control49

Steps in the Marketing Process50

The Nature and Contents of a Marketing Plan51

Managing the Marketing Process52

Organization of the Marketing Deveopment52

Building a Companywide Marketing Orientation55

Marketing Implementation55

Evaluating and Controlling the Marketing Process56

Annual-Plan Control56

Notes60

Executive Summary60

PARTⅣ MANAGING AND DELIVERING MARKETING PROGRAMS63

PARTⅡ ANALYZING MARKETING OPPORTUNITIES63

4.Understanding Markets,Market Demand,and the Marketing Environment63

第四章 市场、市场需求以及市场环境的定义63

第二部分 市场机会分析63

4.Understanding Markets,Market Demand,and the Marketing Environment63

PARTⅡ ANALYZING MARKETING OPPORTUNITIES63

Supporting Marketing Decisions with Information,Intelligence,and Research64

Internal Records System64

Marketing Intelligence System64

Marketing Research65

Marketing Decision Support System71

An Overview of Forecasting and Demand Measurement71

Which Market to Measure?71

Demand Measurement72

Estimating Current Demand73

Estimating Future Demand75

Identifying and Responding to Macroenvironmental Trends and Forces76

Demographic Emvironment76

Economic Environment78

Natural Environment79

Technological Environment80

Political Legal Environment81

Social-Cultural Environment81

Executive Summary83

Shifts of Secondary Cultural Values Through Time83

Notes84

5.Analyzing Consumer Markets and Buyer Behavior87

5.Analyzing Consumer Markets and Buyer Behavior87

第五章 消费者市场及购买者行为分析87

How and Why Consumers Buy88

Culiural factors Influencing Buyer Behavior88

Social Factors Influencing Buyer Behavior89

Personal Factors Influencing Buyer Behavior91

Psychological Factors Influencing Buyer Behavior93

The Consumer Buying Decision Process96

Buying Roles96

Buying Behavior96

The Stages of the Buying Decision Process98

Executive Summary102

Notes103

6.Analyzing Business Markets and Buyer Behavior107

6.Analyzing Business Markets and Buyer Behavior107

第六章 组织市场及购买者行为分析107

What Is Organizational buying?108

The Business Market Versus the Consumer Market108

Specialized Organizational Markets108

Systems Buying and Selling112

Business Buying Situations112

Participants in the Business Buying Process113

The Buying Center113

Major Influences on Business Buying114

The Purchasing/Procurement Process117

Stage1:Problem Recognition117

Stage2:General Need Description118

Stage3:Product Specification118

Stage4:Supplier Search119

Stage5:Proposal Solicitation119

Stage6:Supplier Selection119

Stage8:Performance Review120

Stage7:Order-Routime Specification120

Executive Summary121

Notes121

7.Dealing with the Competition123

Competitive Markets and Competitors123

Competition and Marker Attractiveness123

第七章 竞争策略123

7.Dealing with the Competition123

Identifying Competitors125

Industry Concept of Competition126

Market Concept of Competition127

Competitor Analysis127

Strategies128

Objeclives128

Strengths and Weaknesses128

Reaction Patterns129

The Competitive Intelligence System130

Designing the Competitive Intelligence System130

Selecting Competitors to Attack and to Avoid131

Designing Competitive Strategies132

Marker-Leader Strategies132

Market-Challenger Strategies135

Market-Follower Strategies138

Market -Nicher Strategies139

Balancing Customer and Competitor Orientations139

Executive Summary140

Notes141

8.Identifying Market Segments and Selecting Target Markets143

8.Identifying Market Segments and Selecting Target Markets143

第八章 市场细分化及目标市场选择143

Using Marker Segmentation144

Levels of Market Segmentation144

Patterns of Market Segmentation146

Market-Segmentation Procedure147

Segmenting Consumer and Business Markets147

Bases for Segmenting Consumer Markets148

Bases for Segmenting Business Maikets152

Effeetive Segmentation154

Evalualing Market Segments155

Selecting and Entering Market Segments155

Marketing Targeting Strategies155

Ethical Choice of Market Targets157

Targeting Multiple Segments and Supersegments157

Executive Summary158

Notes158

9.Developing,Differentiating,and Positioning Products Through the Life Cycle161

第九章 新产品开发、产品差异化以及产品定位161

9.Developing,Differentiating,and Positioning products through the Life Cycle161

第三部分 制定营销策略161

PARTⅢ MAKING MARKETING DECISIONS161

PARTⅢ MAKING MARKETING DECISIONS161

Challenges in New Product Development162

Types of New Products162

Why New Products Fail-and Succeed162

Managing New Products:Ideas to Strategy163

Idea Screening163

Idea Generation163

Concept Development164

Concept Testing165

Business Analysis165

Marketing Strategy Development165

Product DeveloBment166

Managing New Products:Development to Commercialization166

Market Testing167

Commercialization168

The Consumer Adoption Process169

Stages in the Adoption Process169

Factors Influencing the Adoption Process170

Marketing Through the Product Life Cycle171

The Concept of the Product Life Cycle171

Market Strategies:Introduction Stage171

Market Strategies:Growth Stage173

Market Strategies:Maturity Stage173

Market Strategies:Decline Stage174

Critique of the Product Life-Cycle Concept175

Differentiation and positioning Strategy175

Product Differentiation176

Services Differentiation177

Personnel Differentiation178

Channel Differentiation178

Image Differentiation178

Developing and Communicating a positioning Strategy178

Executive Summary179

Notes180

The product and the product Mix183

Product levels183

第十章 产品线和品牌管理183

10.Managing Product Lines and Brands183

10.Managing Product Lines and Brands183

Product Classifications185

Product Mix186

Product-Line Decisions186

Product-Line Analysis186

Product-Line Length187

Line Featuring and Line Pruning187

Brand Decisions187

What Is a Brand?188

Brand Equity189

Branding Challenges189

To Brand or Not to Brand?189

Packaging and Labeling195

Packaging195

Labeling196

Executive Summary196

Notes197

11.Designing and Managing Services199

The Nature of Services199

第十一章 服务管理199

11.Designing and Managing Servlces199

Categories of Service Mix200

Characteristics of services and Their Marketing Implications200

Marketing Strategies for Service Firms202

Managing Differentiation204

Managing Service Quality206

Managing Productivity209

Managing Product Support Services210

Presale Service Strategy210

Postsale Service Strategy211

Major Ttends in Ccstomet Service211

Exective Summary212

Notes213

第十二章 定价管理215

12.Designing Pricing Strategies and programs215

12.Designing Pricing Strategies and Programs215

Setting the Price216

Step 1:Selecting the Pricing Objective216

Step 2:Determining Demand217

Step 3:Estimating Costs219

Step 5:Selecting a Pricing Method221

Step 4:Analyzing Competitors Costs,Prices,and Offers221

Step 6:Selecting the Final Price225

Adapting the price226

Geographical Pricing226

Price Discounts and Allowances226

Promotional Pricing227

Discriminatory Pricing228

Product-Mix Pricing229

Initiating and Responding to Price Changes230

Initiating Price Cuts230

Initiating Price Increases230

Reactions to Price Changes232

Responding to Competitors Price Changes232

Executive Summary233

Notes233

第四部分 营销渠道管理235

第十三章 营销渠道的选择和管理235

13.Selecting and Managing Marketing Channels235

PARTⅣ MANAGING AND DELIVERING MARKETING PROGRAMS235

13.Selecting and Managing Marketing Channels235

What Work Is Performed by Marketing Channels?236

Channel Functions and Flows236

Channel Levels238

Service Sector Channels239

Channel-Design Decisions240

Analyzing Customers Desired Service Ouiput Levels240

Establishing Objectives and Constraints240

Identifying Major Channel Altdrnatives241

Evaluating the Major Alternatives242

Channel-Management Decisions242

Training Channel Members243

Motivating Channel Members243

Selecting Channel Memhers243

Evaluating Channel Members244

Modifying Channel Arrangements244

Channel Dynamics245

Vertical Marketing Systems246

Horizontal Marketing Systems247

Multichannel Marketing Systems247

Conflict,Coeperation,and Competition248

Lagal and Ethical Lssues ix Channel Relations249

Executive Summary250

Notes250

第十四章 零售商、批发商和售后服务的管理253

14.Managing Retailing,Wholesaling,and Market Logistics253

14.Managing Retailing,Wholesaling,and Market Logistics253

Retailing254

Types of Retailers254

Retailer Marketing Decisions256

Trends in Retailing258

Wholesaling260

The Growth and Types of Wholesaling261

Wholesaler Marketing Decisions261

Tiends in Wholesaling263

Market Logistics264

Market-Logistics Objectives265

Market-Logistics Decisions266

Executive Summary269

Notes269

第十五章 营销宣传报道策略的制定和管理271

15.Designing and Managing Integrated Marketing Communications271

15.Ddsigning and Managing Integrated Marketing Communications271

Developing Effective Marketing Communications272

Step 1:Identifying the Target Audience272

Step 2:Determining the Communication Objectives273

Step 3:Designing the Message274

Step 4:Selecting Communication Channels275

Step 6:Developing and Managing the Marketing Communications Mix277

Step 5:Establishing the Marketing Communications Budget277

Step 7:Measuring Results279

Step 8:Managing the Integrated Marketing Communications Process280

Developing and Managing the Advertising Campaign281

Setting the Advertising Objectives282

Deciding on the Advertsing Budget282

Choosing the Advertising Message282

Developing Media Strategies284

Sales-Promotion Strategies288

Evaluating Advertising Effectiveness288

Purpose of Sales Promotion289

Major Decisions in Sales Promotion290

Public Relations Strategies292

Marketing Public Relations293

Major Decisions in Marketing PR293

Executive Summary294

Notes295

第十六章 推销策略管理299

Designing the Sales Force299

16.Managing the Sales Force299

16.Managing the Sales Force299

Sales Force Objectives and Strategy300

Sales Forcs Structure301

Sales Force Size and Compensation302

Managing the Sales Force303

Recruiting and Selecting Sales Representatives303

Training Sales Representatives304

Supervising Sales Representatives305

Motivating Sales Representatives306

Evaluating Sales Representatives308

Principles of Personal Selling309

Sales Professionalism309

Negotiation311

Relationship Marketing312

Executive Summary312

Notes313

17.Managing Direct and On-Line Marketing317

The Growth and Benefits of Direct Marketing317

第十七章 直接营销和网络营销的管理317

17.Managing Direct and On-Line Marketing317

Growth of Direct Marketing and Electronic Business318

The Benefits of Direct Marketing318

The Growing Use of Integrated Direct Marketing319

Customer Databases and Direct Marketing319

Major Channels for Direct Marketing321

Face-to-Face Selling321

Public and Ethical Issues in Direct Marketing321

Direct Mail322

Cataiog Marketing322

Direct-Response Television Marketing324

Kiosk Marketing324

Telemarketing324

Managing Electronic Commerce and On-Line Marketing325

The On-Line Consumer325

Conducting On-Line Marketing326

On-Line Marketing:Advantages and Disadvantages326

The Promise and Challenges of On-Line Marketing329

Executive Summary330

Notes331

词汇表333

GLOSSARY333

GLOSSARY333

INDEX337

INDEX337

索引337