市场营销原理(第七版) PDF+EPUB+MOBI电子书下载

作者:(美)柯特勒

出版社:清华大学出版社

出版年:1997-10

页数:712

定价:64.00

装帧:平装

ISBN:9787302026921

内容摘要

内容摘要

这本书在美国和中国被广泛用作介绍市场营销的基本教科书。Kotler Ben教授

曼恩在美国市场营销领域享有很高的声誉,尤其是在出版市场营销教科书方面。他的另一位教学秘书,营销

管理-分析、计划、执行与控制(MarketioManagement:Analysis,Pl'anning,Implementationand

Control,主要用于研究生教学,已出版第九版,在美国和中国广泛使用。

自从20世纪80年代初在中国引进市场营销学以来,科特勒教授的两本教科书在实践中得到了应用。

这是一份蓝图。科特勒教授本人曾多次应邀访问中国,并与中国市场学界有过一些接触。

基于这些原因,我相信这本书的英文影印本一定会受到欢迎,特别是在MBA教学中。

作为一本教科书,也可作为管理专业本科生的专业教科书或专业英语教科书。

这本书分为六部分和二十二章。其主要内容包括营销原则与流程、营销机会分析与选择。

目标市场、营销组合、营销管理、营销拓展。直接使用影印比翻译更直观。

而且这本书的语言更容易理解,有大量的案例和图片。

目录

Preface xiii

PART 1: UNDERSTANDING MARKETING AND

1.THE MARKETING PROCESS

Marketing in a Changing World: Creating

Customer Value and Sarisfaction

What Is Marketing?

Needs, Wants, and Demands Products

Vatue, Satisfaction, and Qualty Exchange,

Transactions. and Relationships

Markets Marketing

Marketing Management

Demand Managefnent

Customer Relationships

Building Profitable

Marketing Management Philosuphies

The Production Concept The Product

Concepl The Selling Concept The

M.arketing Concept The Societal Marketing

Concept

Markering Challenges into the Next Century

Growth of Nonprofit Marketing Rapid

Globalization The Changing World

Economy The Call fm More Ethics and

Social Respottsibiltty The New Marketing

Landscape

Summary Key Terms Discussing the

Issues Applying the Concepts

Referenccs

2.Strategic Planning and the Marketing

Process

Strategic Planning

Defining the Compury Mission . Setting

Company Objectises and Goals

Designing the Business Portfolio

Analyzing the Current Business Portfolio

Deteloping Growth Strategies Plannmg

Panctional Strategas

The Marketing Procsess

Target Consumers Marketing Strcatefgies for

Competitive Advantage Developing the

Marketing Mix

Managing the Marjketing Effbrt

Markettng Analysis , Marketing Planning

Marketing Implementation Marketing

Department Organization Marketing

Control The Marketing Environment

SuJmmary Key Terms Discussing thc

Issues Applying the Concepts

References

3.The Marketing Environmcnt

The Company's Microenvironment

The Company Suppliers Marketing

Intermediaries Customers

Competitors Publics

The Company's Macroenvironmenr

Demographic Environment Economic

Environment Natural Environment

Techogical Environment Political

Environment Cultural Environment

Responding to the Marketing Environmcnt

Summary Kcy Terms Discnssing rhe

Issues Applying the Concepts

Rcferences

PART 11: ANALYZING MARKETiNG

OPPORTUNITIES

4.Marketing Rcsearch and Information Systcms

Thc Markcting Information System

Assessing Informantion Detloping

Information Distributiong information

The Marketing Research Process

Defining the Problem and Research

Objectives Dweloping thr Research

Plan Implementing the Research

Plan Interpreting and Reporting the

pindings Other Marketing Resemch

Considerations

Sammary Key Terms Discussine the

Issues Applying the Concepts

References

5.Consumcr Markets and Consumer Buycr

Behavior

Modcl of Consumer Behavior

Characteristics Affecting Consumer

Behavior

Cultwal Pactors Sodal Factors

Personal Factors Psychological

Pacwrs

Consumer Buying Roles

Types of Buying Decision Bchavior

Compiex Buying Behavior Dissssonance-

Reducing Buying Behavior Habitual

Buying Behavior Variety-Seeking Buying

Behavior

The Buyer Decision Process

Heed Recognition Information

Search Evatuation of Altematives

Purchase Dension Postpurchase

Behavior

The Buyer Decision Process for New

Products

Stages m the Adoption Process Individual

Dtfferences in Innovativeness Infiuence

of Producf Characteristics on Rate of

Adoption

Consumer Behavior Across International

Borders

Summary Key Terms Discussing the

Issues Appiying the Conccpts

References

Business Markets and

Behsvior

Business Markets

Characteristics of

6.A Model of Business Business Buyer Behavior

Major Types of buying

Participants in the bus

Major influences on busiess

Business Buying Process

Istitutional and Government

fnstttutional Markets

Marhets

Summary Key Terms Discussing the

Issues Applying the Concepts

References

VIDEO CASE 3:DHL WORLDWIDE

EXPRESS

PART III:Measuring and Forecasring Demand

Defining the Market

7.Measuring Current Market-Demand

Estimating Total Market Demand

Estimating Area Market Demand Market-

Buildup Method Market Factor Index

Method Estimating Actual Sales and

Market Shares

Forecasting Future Demand

Survey of Buyers'Intentions Composite

of Saksforce Opinions Expert

Opinion Test Marketing Ttfne-

Series Analysis Leading tndicators

Statistical Demand Analysis

Summary Key Terms Discussing the

Issues Applying the Concepts

References

8.Market Segmentation, Targering,and Positioning For CompetitiveAdvantage

Markess

Market Segmentation

Bases for Segmenting Consumer Markets

Segmenting Business Markets Segmenting

Intemational Markets Requirements for

Effective Segmentation

Market Targeting

Evaluating Market Segments Selecting

Market Segments

Positioning for Competitive Advantage

What Is Market Positioning? Positioning

Strategies Choosing and Implementing a

Positioning Strategy

Summary Key Terms Discussing the

Issues Applying the Concepts

References

COMPANY CASE 8A: QUAKER OATS: DOUSING

ON THE COMPETJTION

COMPANY CASE 8B: RYKA: BE STRONG

COMPREHENSrVE CASE lll: LOOK OUT!

LIPTON, HERE COMES OOLONG!

PART IV: DEVELOPING THE MARKETING MIX

9.Designing Products: Products, Brands,

Packaging, and Services

What Is a Product?

Product Classifications

Consumer Products Industrial

Products

Individual Product Decisions

Product Attributes Branding

Packaging Labeling Product-

Support Semices

Product Line Decisions

Product Line Length Product Line

Modemization Product Line Featuring

Product Mix Decisions

International Product Decisions

Summary Key Terms Discussing the

Issues Applying the Concepts

References

COMPANY CASE 9: COLGATE: SQUEEZING

MORE FROM A BRAND NAME

Designing Products: New-Product

10.Development and Product Life-Cycle

Strategies

New-Product Development Strategy

New-Product Success and Failure The

New-Product Dilemma

The New-Product Development Process

Idea Generation Idea Screening

Concept Development and Testing

Marketing Strategy Development Business

Analysis Product Development Test

Marketing Commercialization

Speeding Up New-Product Development

Product Life-Cycle Strategies

Introduction Stage Growth Stage

Maturity Stage Decline Stage

Summary Key Terms Discussing the

Issues Applying the Concepts

References

COMPANY CASE 10: POLAROID: TAKING

VISION TO THE MARKETPLACE

11.Pricing Products: Pricing Considerations

and Approaches

Factors to Consider When Setting Prices

Internal Factors Affecting Pricing Decisions

Extemal Factors Affecting Pricing

Decisions

General Pricin

Cost-Based

Pricing

Approaches

Pricing Value-Based

Competition-Based Pricing

Summary Key Terms Discussing the

Issues Applying the Concepts

References

COMPANY CASE 11: U.S. AIR: SURVJVING THE

FARE WARS

12.Pricing Products: Pricing Strategies

New-Product Pricing Strategies

Market-Skimming Pricing Market-

Penetration Pricing

Product-Mix Pricing Strategies

Product Line Pricing Optional-Product

Pricing Captive-Product Pricmg

By-Product Pricing Product-Bundle

Pricing

Price-Adjustment Strategies

Discount and Allowance Pricing

Segmented Pricing Psychological

Pricing Promotional Pricing Value

Pricing Geographical Pricing

International Pricing

Price Changes

Initiating Price Changes

Price Changes

Responding to

Summary Key Terms Discussing the

Issues Applying the Concepts

References

COMPANY CASE 12: CIRCUIT CITY: SELLING

USED CARS LIKE STEREOS

13.Placing Products: Distriburion Channels and Logistics Management

The Nature of Distribution Channels

Why Are Marketing Intermediaries Used?

Distribution Channel Functions Nymber

of Channel Levels Channels m the Service

Sector

Channel Behavior and Organization

Channel Behavior Vertical Marketing

Systems Horizontal Marketmg

Systems Hybrid Marketing Systems

Channel Design Decisions

Analyzing Consumer Service Needs

Setting the Channel Objectives and

Constraints Identifying Major

Altematives Evaluating the Major

Alternatives Designing International

Distribution Channels

Channel Management Decisions

Selecting Channel Members Motivating

Channel Members Evaluating Channel

Members

Physical Distribution and Logistics

Management

Nature and Importance of Physical Distribution

and Marketing Logistics Goals of the

Logistics System Major Logistics

Functions Integrated Logistics

Management

Key Terms Discussing the

Applying the Concepts

Summary

Ideas

References

COMPANY CASE 13: ICON ACOUSTICS:

BYPASSING TRADITION

14.Placing Products: Retailing and Wholesaling

Retailing

Store Retailing

Amount of Service Product Line

Relative Prices Control of Outlets

Type of Store Cluster

Nonstore Retailing

Direct Marketing Direct Selling

Automatic Vending

Retailer Marketing Decisions

Target Market and Positioning Decision

Product Assortment and Services Decision

Price Decision Promotion Decision

Place Decision

The Future of Retailing

Wholesaling

Types of Wholesalers

Merchant Wholesalers Brokers and

Agents Manufacturers' Sales Branches and

Offtces

Wholesaler Marketing Decisions

Target Market and Positioning Decision

Marketing Mix Decisions

Trends in Wholesaling

Summary Key Terms Discussing the

Issues Applying the Concepts

References

COMPANY CASE 14: SAM'S CLUB: BULKING L'P

FOR COMPETITION

15.Promoting Products: Marketing

Communication Strategy

Steps in Developing Effective

Communication

Identifying the Target Audience

Determining the Response Sought

Choosing a Message Choosing Media

Selecting the Message Source Collecting

Feedback

Setting the Total Promotion Budget and

Mix

Setting the Total Promotion Budget

Setting the Promotion Mix

The Changing Face of Marketing

Communications

The Changing Communications

Environment Growth of Direct

Marketing Integrated Marketing

Communications

Socially Responsible Marketing

Communication

Advertising Personal Selling Direct

Marketing

Summary Key Terms Discussing the

Issues Applying the Concepts

References

COMPANY CASE 15: AVON: A PROMOTIONAL

STRATEGY MAKEOVER

16.Promoring Products: Adverrising, Sales

Promotion, and Public Relations

Advertising

Major Decisions in Advertising

Setting Obfectives Setting the Advertising

Budget Advertising Strategy

Advertising Evaluation International

Advertising Decisions

Sales Promotion

Rapid Growth of Sales Promotion

Purpose of Sales Promotion Setting Sales-

Promotion Objectives Selecting

Sales-Promotion Tools Developing the

Sales-Promotion Program

Public Relations

Major Public Relations Tools Major

Public Relations Decisions

Summary Key Terms Discussing the

Issues Applying the Concepts

References

COMPANY CASE 16: BURGER KING:

SEARCHING FOR THE RIGHT MESSAGE

17.Promoting Products: Personal Selling and Sales Management

The Role of Personal Selling

The Nature of Personal Selling The Role

of the Sales Force

Managing the Sales Force

Designing Sales Force Strategy and

Structure Recruiting and Selecting

Salespeople Training Salespeople

Compensating Salespeople Supervising

Salespeople Evaluating Salespeople

Principles of Personal Selling

The Personal Selling Process Steps in the

Selling Process Relationship

Marketing

Summary Key Terms Discussing the

Issues Applying the Concepts

References

COMPANY CASE 17: IBM: RESTRUCTURING

THE SALES FORCE

VIDEO CASE 4: ROLLERBLADE: THE ASPHALT

IS CALLING

VIDEO CASE 5: TERRA CHIPS: EAT YOUR

VEGGIES!

VIDEO CASE 6: MOUNTAIN TRAVEL SOBEK:

ALL OVER THE WORLD

VIDEO CASE 7: MALL OF AMERICA: THE

ULTIMATE DESTINATJON FOR FUN

COMPREHENSFVE CASE IV: SMITH'S HOME

FOODS: BRlNGING HOME THE BACON

PART V: MANAGING THE MARKETING EFFORT

18.Building Customer Relationships through Satisfaction, Value, and Quality

Defining Customer Value and Satisfaction

Customer Value Customer

Satisfaction

Delivering Customer Value and Satisfaction

Value Chain Value Delivery System

Retaining Customers

The Cost of Lost Customers The Need

foT Customer Retention The Key:

Customer Relationship Marketing The

Ultimate Test: Customer Profitabiltty

Implementing Total Quality Marketing

Total Quality Management Marketing's

Role in Total Quality

Summary Key Terms Discussing the

Issues Applying the Concepts

References

COMPANY CASE 18: OUTBACK STEAKHOUSE:

BREAKING THE RULES

19.Crearing Competitive Advantage: Competitor Analysis and CompetiriveMarketing Strategies

Competitor Analysis

Identifying the Company's Competitors

Determining Competitors' Objectives

Identifying Competitors' Strategies

Assessing Competitors' Strengths and

Weaknesses Estimating Competitors'

Reactions Selecting Competitors to Attack

and Avoid Designing a Competitive

Intelligence System

Competitive Strategies

Basic Competitive Strategies Competitive

Positions Market-Leader Strategies

Market-Challenger Strategies Market-

Follower Strategies Market-Nicher

Strategies

Balancing Customer and Competitor

Orientations

Key Terms Discussing the

Applying the Concepts

Summary

Issues

References

COMPANY CASE 19: PROCTER GAMBLE

GOING GLOBAL-A NEW WRINKLE IN.

COSMETICS

VIDEO CASE 8: RITZ-CARLTON: SIMPLY THE

BEST

COMPREHENSIVE CASE V: NEW BALANCE:

RUNNING IN THE BUSINESS MARATHON

Economic

PART Vl: EXTENDING MARKETING

20.The Global Marketplace Global Marketing into the Twenty-first Century

Looking at the Global Marketing

Environment

The International Trade System

Environment Political-Legal

Environment Cultural Environment

Deciding Whether to Go International

Deciding Which Markets to Enter

Deciding How to Enter the Market

Exporting Joint Venturing Direct

Investment

Deciding on the Global Marketing Program

Product Promotion Price

Distribution Channels

Deciding on the Global Marketing

Organization

Summary Key Terms Discussing the

Issues Applying the Concepts

References

COMPANY CASE 20: HARDEE'S: MARKETING IN

SOUTH KOREA

21.Marketing Serviees, Organizations, Persons,Places, and Ideas

Services Marketing

Nature and Characteristics of a Service

Marketing Strategies for Service Firms

International Services Marketing

Organization Marketing

Image Assessment

Control

Person Marketing

Place Marketing

Idea Marketing

Image Planning and

Summary Key Terms Discussing the

Issues Applying the Concepts

References

COMPANY CASE 21: CITY YEAR: RUNNINC A

NONPROFIT I.IKE A RUSINESS

22.Marketing and Society: Social Responsibility and Markering Ethics

Social Criticisms of Marketing

Marketing's Impact on Indivtdual

Consumers Marketing's Impact on Society

as a Whole Marketing's Impact on Other

Businesses

Citizen and Public Actions to Regulate

Marketing

Consumerism Envirohmentalism

Public Actions to Regulate Mdrketing

Business Actions toward Socially Responsible

Marketing

Enlightened Marketing Marketing

Ethics

Principles for Public Policy toward

Marketing

Summary Key Terms Discussing the

Issues Applying the Concepts

References

COMPANY CASE 12: WSTLE: UNDER fIRE

ACAJN

VIDEO CASE 9: MTV- THINK CLOBALLY, ACT

LOCALLY

COWREHFNSIVE CASE: VI: IORD: EXPORTINC,

TO JAPAN

Appendix 1: Marketing Arithmetic Al

Appendix 2: Careers in Marketing A7

Glossary Gl

Subject Index 11

Company/Brand/Name Index

PDF下载 EPUB下载 MOBI下载