Summary
Marketing summary Principles of Marketing 18th edition
- Course
- Institution
- Book
Summary of Principles of Marketing.
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
More summaries for
-
Marketing Management summary of the entire course
-
Summary: Principles of Marketing 18e Global Edition - Marketing (MAN-BCU2008)
-
Test Bank For Principles of Marketing, 18th Edition by Gary T. Armstrong, Philip Kotler Chapter 1-20.
Seller
Follow
teunissenangelina
Content preview
InhoudsopgaveCHAPTER 1......................................................................................... 5
CHAPTER 3....................................................................................... 14
CHAPTER 5 CONSUMER MARKETS AND BUYER BEHAVIOR.....................20
CHARACTERISTICS AFFECTING CONSUMER BEHAVIOR.......................................21
CULTURAL FACTORS................................................................................................... 21
SOCIAL FACTORS...................................................................................................... 22
PERSONAL FACTORS.................................................................................................. 23
PSYCHOLOGICAL FACTORS........................................................................................... 24
BUYING DECISION BEHAVIOR AND THE BUYER DECISION PROCESS.......................26
TYPES OF BUYING DECISION BEHAVIOR.........................................................................26
THE BUYER DECISION PROCESS................................................................................... 27
THE CUSTOMER JOURNEY............................................................................................ 29
THE BUYER DECISION PROCESS FOR NEW PRODUCTS......................................30
STAGES IN THE ADOPTION PROCESS............................................................................. 30
INFLUENCE OF PRODUCT CHARACTERISTICS ON RATE OF ADOPTION....................................31
CHAPTER 4: MANAGING MARKETING INFORMATION TO GAIN CUSTOMER
INSIGHTS.......................................................................................... 35
MARKETING INFORMATION AND CUSTOMER INSIGHTS.......................................35
MARKETING INFORMATION AND TODAY’S “BIG DATA”.......................................................35
MANAGING MARKETING INFORMATION........................................................................... 35
ASSESSING INFORMATION NEEDS AND DEVELOPING DATA.................................36
ASSESSING MARKETING INFORMATION NEEDS.................................................................36
DEVELOPING MARKETING INFORMATION.........................................................................37
MARKETING RESEARCH...........................................................................37
TRADITIONAL MARKETING RESEARCH IN TRANSITION........................................................38
DEFINING THE PROBLEM AND RESEARCH OBJECTIVES.......................................................38
DEVELOPING THE RESEARCH PLAN................................................................................ 39
GATHERING SECONDARY DATA..................................................................................... 39
PRIMARY DATA COLLECTION........................................................................................ 39
IMPLEMENTING THE RESEARCH PLAN............................................................................. 41
INTERPRETING AND REPORTING THE FINDINGS................................................................41
ANALYZING AND USING MARKETING INFORMATION..........................................41
BIG DATA, MARKETING ANALYTICS, AND ARTIFICIAL INTELLIGENCE......................................41
DISTRIBUTING AND USING MARKETING INFORMATION.......................................................42
OTHER MARKETING INFORMATION CONSIDERATIONS........................................42
PUBLIC POLICY AND ETHICS IN MARKETING RESEARCH.....................................................42
REVIEWING AND EXTENDING THE CONCEPTS..................................................42
1
,7 CUSTOMER VALUE–DRIVEN MARKETING STRATEGY:........................... 46
CREATING VALUE FOR TARGET CUSTOMERS......................................... 46
MARKETING STRATEGY............................................................................46
MARKET SEGMENTATION..........................................................................47
SEGMENTING CONSUMER MARKETS.............................................................................. 47
SEGMENTING BUSINESS MARKETS................................................................................ 48
SEGMENTING INTERNATIONAL MARKETS.........................................................................48
REQUIREMENTS FOR EFFECTIVE SEGMENTATION...............................................................49
MARKET TARGETING...............................................................................49
EVALUATING MARKET SEGMENTS.................................................................................. 50
SELECTING TARGET MARKET SEGMENTS........................................................................50
DIFFERENTIATION AND POSITIONING...........................................................52
POSITIONING MAPS.................................................................................................... 52
CHOOSING A DIFFERENTIATION AND POSITIONING STRATEGY..............................................52
COMMUNICATING AND DELIVERING THE CHOSEN POSITION................................................54
OBJECTIVES REVIEW...............................................................................55
8 PRODUCTS, SERVICES, AND BRANDS - BUILDING CUSTOMER VALUE...58
WHAT IS A PRODUCT?............................................................................58
PRODUCTS, SERVICES, AND EXPERIENCES......................................................................58
LEVELS OF PRODUCT AND SERVICES............................................................................. 58
PRODUCT AND SERVICE CLASSIFICATIONS......................................................................60
PRODUCT AND SERVICE DECISIONS.............................................................61
INDIVIDUAL PRODUCT AND SERVICE DECISIONS...............................................................61
PRODUCT LINE DECISIONS.......................................................................................... 63
PRODUCT MIX DECISIONS........................................................................................... 65
SERVICES MARKETING.............................................................................65
THE NATURE AND CHARACTERISTICS OF A SERVICE..........................................................65
MARKETING STRATEGIES FOR SERVICE FIRMS..................................................................66
THE SERVICE PROFIT CHAIN........................................................................................ 66
BRANDING STRATEGY: BUILDING STRONG BRANDS..........................................68
BRAND EQUITY AND BRAND VALUE............................................................................... 68
BUILDING STRONG BRANDS........................................................................................ 69
MANAGING BRANDS................................................................................................... 71
10: PRICING: UNDERSTANDING AND CAPTURING CUSTOMER VALUE......74
WHAT IS PRICE?...................................................................................74
MAJOR PRICING STRATEGIES.....................................................................75
CUSTOMER VALUE–BASED PRICING............................................................................... 75
COST-BASED PRICING................................................................................................ 76
COMPETITION-BASED PRICING..................................................................................... 79
OTHER INTERNAL AND EXTERNAL CONSIDERATIONS AFFECTING PRICE DECISIONS....80
2
,OVERALL MARKETING STRATEGY, OBJECTIVES, AND MIX...................................................80
THE MARKET AND DEMAND........................................................................................ 80
THE ECONOMY......................................................................................................... 83
OTHER EXTERNAL FACTORS........................................................................................ 83
12 MARKETING CHANNELS DELIVERING CUSTOMER VALUE...................87
SUPPLY CHAINS AND THE VALUE DELIVERY NETWORK......................................87
THE NATURE AND IMPORTANCE OF MARKETING CHANNELS................................................88
HOW CHANNEL MEMBERS ADD VALUE..........................................................................88
CHANNEL BEHAVIOR AND ORGANIZATION......................................................91
CHANNEL BEHAVIOR................................................................................................... 91
VERTICAL MARKETING SYSTEMS.................................................................................... 91
HORIZONTAL MARKETING SYSTEMS............................................................................... 93
MULTICHANNEL DISTRIBUTION SYSTEMS.........................................................................93
CHANGING CHANNEL ORGANIZATION............................................................................ 93
CHANNEL DESIGN DECISIONS....................................................................93
ANALYZING CONSUMER NEEDS.................................................................................... 93
SETTING CHANNEL OBJECTIVES.................................................................................... 94
IDENTIFYING MAJOR ALTERNATIVES............................................................................... 94
TYPES OF INTERMEDIARIES.......................................................................................... 94
EVALUATING THE MAJOR ALTERNATIVES..........................................................................94
DESIGNING INTERNATIONAL DISTRIBUTION CHANNELS......................................................95
CHANNEL MANAGEMENT DECISIONS............................................................95
PUBLIC POLICY AND DISTRIBUTION DECISIONS................................................................95
MARKETING LOGISTICS AND SUPPLY CHAIN MANAGEMENT................................95
14 ENGAGING CONSUMERS AND COMMUNICATING CUSTOMER VALUE
INTEGRATED MARKETING COMMUNICATIONS STRATEGY....................... 98
THE PROMOTION MIX.............................................................................99
INTEGRATED MARKETING COMMUNICATIONS................................................100
THE NEW MARKETING COMMUNICATIONS MODEL..........................................................100
THE NEED FOR INTEGRATED MARKETING COMMUNICATIONS............................................101
DEVELOPING EFFECTIVE MARKETING COMMUNICATION...................................102
A VIEW OF THE COMMUNICATION PROCESS..................................................................102
STEPS IN DEVELOPING EFFECTIVE MARKETING COMMUNICATION.......................................104
SETTING THE TOTAL PROMOTION BUDGET AND MIX.......................................105
SETTING THE TOTAL PROMOTION BUDGET....................................................................105
SHAPING THE OVERALL PROMOTION MIX.....................................................................106
20 SUSTAINABLE MARKETING SOCIAL RESPONSIBILITY AND ETHICS. . .110
MARKETING’S IMPACT ON SOCIETY AS A WHOLE............................................................113
MARKETING’S IMPACT ON OTHER BUSINESSES..............................................................113
CONSUMER ACTIONS TO PROMOTE SUSTAINABLE MARKETING..........................113
3
, CONSUMERISM........................................................................................................ 114
ENVIRONMENTALISM................................................................................................. 114
BUSINESS ACTIONS TOWARD SUSTAINABLE MARKETING..................................115
MARKETING ETHICS AND THE SUSTAINABLE COMPANY....................................117
4
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through EFT, credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying this summary from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller teunissenangelina. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy this summary for R189,89. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
73243 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy summaries for 14 years now