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CONTENTS 1

Preface xiii 1

PART 1：UNDERSTANDING MARKETING AND THE MARKETING PROCESS 1

1 Marketing in a Changing World：Creating Customer Value and Satisfaction 2

What Is Marketing? 5

Needs,wants,and Demands 7

Products 8

Value,Satisfaction,and Quality 9

Exchange,Transactions,and Relationships 10

Markets 11

Marketing 12

Building Profitable Customer Relationships 13

Demand Management 13

Marketing Management 13

Marketing Management Philosophies 14

The Production Concept 14

The Product Concept 16

The Selling Concept 16

The Marketing Concept 16

The Societal Marketing Concept 19

Marketing Challenges into the Next Century 20

Growth of Nonprofit Marketing 21

Rapid Globalization 22

The Changing World Economy 24

The Call for More Ethics and Social responsibility 24

The New Marketing Landscape 25

Key Terms 26

Summary 26

Discussing the Issues 27

Applying the Concepts 27

References 28

COMPANY CASE 1：DOORGUARD,TRYING TO MAKE A DFNT IN THE MARKET 29

2 Strategic Planning and the Marketing Process 32

Strategic Planning 35

Defining the Company Mission 36

Setting Company Objectives and Goals 38

Designing the Business Portfolio 38

Analyzing the Current Business Portfolio 39

Developing Growth Strategies 42

Planning Functional Strategies 43

The Marketing Process 44

Target Consumers 45

Marketing Strategies for Competitive Adiantage 48

Developing the Marketing Mix 48

Managing the Marketing Effort 51

Marketing Analysis 51

Marketing Planning 52

Marketing Implementation 55

Marketing Department Organization 57

Marketing Control 60

The Marketing Environment 60

Summary 62

Key Terms 63

Discussing the Issues 64

Applying the Concepts 64

COMPANY CASE 2：TRAP EASE AMERIC■ THE BIG CHEESE OF MOUSETRAPS 65

References 65

3 The Marketing Environment 68

The Company's Microenvironment 71

The Company 71

Suppliers 72

Marketing Intermediaries 72

Customers 73

Competitors 73

Publics 73

The Company's Macroenvironment 74

Demograpbic Environment 74

Economic Environment 79

Natural Environment 81

Technological Environment 83

Political Environment 86

Culiural Environment 87

Responding to the Marketing Environment 93

Summary 95

Key Terms 96

Discussing the Issues 96

Applying the Concepts 96

References 97

COMPANY CASE 3：JCPENNEY:DOING IT RIGHT 98

VIDEO CASE 1：PATAGONIA:AIMING FOR NO GROWTH 100

COMPREHENSIVE CASE 1：MASTERCARD CHARGING THE COMPETITION 102

PART II：ANALYZING MARKETING OPPORTUNITIES 106

4 Marketing Research and Information Systems 106

Assessing Information Needs 109

The Marketing Information System 109

Developing Information 111

Distributing Information 115

(本文目录P2页字迹不清楚，只取概要) 115

5 Consumer Markets and Consumer Buyer Behavior 140

6 Business Markets and Business Buyer Behavior 178

7 Measuring and Forecasting Demand 212

8 Market Segmentation, Targeting, and Positioning For competitive Advantage 232

Markets 234

Market Segmentation 237

Bases for Segmenting Consumer Markets 237

Requirements for Effective Segmentation 245

Segmenting Business Markets 245

Segmenting International Markets 246

Market Targeting 249

Evaluating Market Segments 249

Selecting Market Segments 250

Positioning for Competitive Advantage 254

What Is Market Positioning? 254

Positioning Strategies 255

Choosing and Implementing a Positioning Strategy 255

Summary 262

Key Terms 263

Discussing the Issues 263

Applying the Concepts 263

References 264

COMPANY CASE 8A:QUAKER OATS: DOUSING ON THE COMPETION 264

COMPANY CASE 8B: RYKA: BE STRONG 267

PART lV: DEVELOPING THE MARKETING MIX 269

COMPREHENSIVE CASE III：LOOK OUT! LIPTON,HERE COMES OOLONG! 269

9 Designing Products: Products, Brands, Packaging, and Services 272

What Is a Product? 274

Product Classifications 276

Consumer Products 276

Industrial Products 277

Individual Product Decisions 278

Product Attributes 279

Branding 282

Packaging 293

Labeling 295

Product-Support Services 296

Product Line Decisions 298

Product Line Length 298

Product Mix Decisions 301

Product Line Modernization 301

Product Line Featuring 301

International Product Decisions 302

Summary 305

Key Terms 306

Discussing the Issues 306

Applying the Concepts 306

References 307

COMPANY CASE 9: COLGATE: SQUEEZWG ,MORE FROM A BRAN NAME 308

10 Designing Products: New-Product Development and Product Life-Cycle Strategies 310

New-Product Development Strategy 312

New-Product Success and Failure 312

The New-Product Dilemma 313

the Generation 315

The New-Product Development Process 315

Idea Screening 316

Concept Development and Testing 317

Marketing Strategy Development 319

Business Analysis 320

Product Development 320

Test Marketing 321

Commercialization 323

Speeding UP New-Product Development 325

Growth Stage 325

Product Life-Cycle Strategies 326

Introduction Stage 327

Maturity Stage 328

Decline Stage 331

Summary 332

Key Terms 333

Discussing the Issues 333

Applying the Concepts 334

References 334

COMPANY CASE 10: POLAROID: TAKING VISION TO THE NARKETPLACE 335

11 Pricing Products: Pricing Considerations and Approaches 338

Factors to Consider When Setting Prices 341

Internal Factors AFFCTING Pricing Decisions 341

External Factors Affecting Decisions 347

General Pricing Approaches 351

Cost-Based Pricing 352

Value-Based Pricing 355

Competition-Based Pricing 356

Summary 357

Discussing the Issues 358

Key Terms 358

Applying the Concepts 359

References 359

COMPANY CASE 11: U.S. ATR: SURVIVING THE FARE WARS 359

12 Pricing Products: Pricing Strategies 362

New-Product Pricing Strategies 365

Market-Skimming Pricing 365

Market-Penetration Pricing 366

Product-Mix Pricing Strategies 367

Product Line Pricing 367

Optional-Product Pricing 368

Captive-Product Pricing 368

Price-Adjustment Strategies 369

Discount and Allowance Pricing 369

By-Product Pricing 369

Product-Bundle Pricing 369

Segmented Pricing 370

Psychological Pricing 371

Promotional Pricing 372

Value Pricing 372

Geographical Pricing 373

International Pricing 375

Price Changes 377

Initiating Price Changes 377

Responding to Price Changes 379

Key Terms 382

Discussing the Issues 382

Applying the Concepts 383

COMPANY CASE 12: CIRCUIT CITY SELLING USED CARS LIKE STEREOS 384

13 Placing Products: Distribution Channels and Logistics Management 386