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[市场营销学原理(英文原版)].Principles.of.Marketing.-.4th.European.Edition.pdf

[市场营销学原理(英文原版)].Principles.of.M…

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简介:本文档为《[市场营销学原理(英文原版)].Principles.of.Marketing.-.4th.European.Editionpdf》,可适用于市场营销领域,主题内容包含‘AnymarketingstudentshouldhaveknowledgeofthisgreatversionofKotler’sclassic符等。

‘AnymarketingstudentshouldhaveknowledgeofthisgreatversionofKotler’sclassicPrinciplesofMarketingbook.’EvenLanseng,NorgesLandbrukshøgskole,NorwayClassicandauthoritative,PrinciplesofMarketing,FourthEuropeanEditionremainsonthecuttingedgeofcontemporarymarketing.Kotler,Wong,SaundersandArmstronghavedeliveredafresh,practical,managerialapproachtothesubject.Topgurusintheirfield,theteambringstothisneweditiongreatfeaturesandcontent,whichinclude:‘PrinciplesofMarketingprovidesanexcellentall-roundintroductiontothesubject.’DeborahAnderson,KingstonUniversity,UKAcomprehensiveCompanionWebsite,containingawealthofteachingmaterialforinstructorsandlearningmaterialsforstudents,isavailableatwww.pearsoned.co.uk/kotler.Completelyupdated,thissiteboastsgreatadditions,suchasmorecasestudies,moremultiplechoicequestions,andsampleanswerstothequestionsfromtheMarketinginPracticeDVD.‘Comprehensiveandauthoritative,butapleasuretoread–anuncommoncombination!’SveinnEldon,ArcadaPolytechnic,FinlandPhilipKotlerisS.C.Johnson&SonDistinguishedProfessorofInternationalMarketingattheJ.L.KelloggGraduateSchoolofManagement,NorthwesternUniversity.VeronicaWongisProfessorofMarketingandHeadoftheMarketingGroupatAstonBusinessSchool.JohnSaundersisProfessorofMarketing,HeadofAstonBusinessSchoolandPro-ViceChancellorofAstonUniversity.GaryArmstrongisProfessorandChairofMarketingintheKenan-FlaglerBusinessSchoolattheUniversityofNorthCarolinaatChapelHill.PHILIPKOTLERVERONICAWONGJOHNSAUNDERSGARYARMSTRONGPrinciplesofMarketingPrinciplesofMarketingFOURTHEUROPEANEDITIONFOURTHEUROPEANEDITIONAdditionalstudentsupportatwww.pearsoned.co.uk/kotlerwww.pearson-books.comRichtopicalexamplesandapplicationsexplainthemajordecisionsmarketingmanagersfaceCompletelyrevisedandupdatedPreludeCases,MarketingInsightsandConcludingConceptcasesthatreflectthegrowinginfluenceofe-commerceEnhancedfullcolouradverts,tablesandfigureshighlightkeyideasandmarketingstrategiesPrinciplesofMarketingFOURTHEUROPEANEDITIONCOVERPAINTINGBYKATHERINEHARDINGAdditionalstudentsupportatwww.pearsoned.co.uk/kotlerKOTLERWONGSAUNDERSARMSTRONGPrinciplesofMarketingVisitthePrinciplesofMarketing,FourthEuropeaneditionCompanionWebsiteatwww.pearsoned.co.uk/kotlertoaccessarichresourceofvaluablelearningmaterialsforstudents,including:nChapterobjectivesforyoutoquicklycheckthelearningoutcomesofeachtopicnMultiplechoicequestionsforeverychapter,withinstantfeedbacknAnnotatedweblinkstorelevantspecificInternetresourcestofacilitatein-depthindependentresearchnAdditionalcasestudiesthatallowyoutoapplytheorytorecognisablereal-worldbrandsandproductsnSearchableonlineglossarynFlashcardstotestyourknowledgeofkeytermsanddefinitionsPOM4_A01.qxd6/21/066:48AMPageiWeworkwithleadingauthorstodevelopthestrongesteducationalmaterialsinmarketing,bringingcutting-edgethinkingandbestlearningpracticetoaglobalmarket.Underarangeofwell-knownimprints,includingFinancialTimesPrenticeHall,wecrafthighqualityprintandelectronicpublicationswhichhelpreaderstounderstandandapplytheircontent,whetherstudyingoratwork.Tofindoutmoreaboutthecompleterangeofourpublishing,pleasevisitusontheWorldWideWebat:www.pearsoned.co.ukPOM4_A01.qxd6/21/066:48AMPageiiFOURTHEUROPEANEDITIONPrinciplesofMarketingPHILIPKOTLERVERONICAWONGJOHNSAUNDERSGARYARMSTRONGPOM4_A01.qxd6/21/066:48AMPageiiiPearsonEducationLimitedEdinburghGateHarlowEssexCM202JEEnglandandAssociatedCompaniesthroughouttheworldVisitusontheWorldWideWebat:www.pearsoned.co.ukFirstEuropeanEditionpublished1996SecondEuropeanEditionpublished1999byPrenticeHallEuropeThirdEuropeanEditionpublishedbyPearsonEducationFourthEuropeanEditionpublished2005PrenticeHallEurope1996,1999PearsonEducationLimited2001,2005TherightsofPhilipKotler,VeronicaWong,JohnSaundersandGaryArmstrongtobeidentifiedasauthorsofthisworkhavebeenassertedbytheminaccordancewiththeCopyright,DesignsandPatentsAct1988.Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recordingorotherwise,withouteitherthepriorwrittenpermissionofthepublisheroralicencepermittingrestrictedcopyingintheUnitedKingdomissuedbytheCopyrightLicensingAgencyLtd,90TottenhamCourtRoad,LondonW1T4LP.Alltrademarksusedhereinarethepropertyoftheirrespectiveowners.Theuseofanytrademarkinthistextdoesnotvestintheauthororpublisheranytrademarkownershiprightsinsuchtrademarks,nordoestheuseofsuchtrademarksimplyanyaffiliationwithorendorsementofthisbookbysuchowners.ISBN-13:978-0-273-68456-5ISBN-10:0-273-68456-6BritishLibraryCataloguing-in-PublicationDataAcataloguerecordforthisbookisavailablefromtheBritishLibrary1098765431009080706Typesetin10/12.5ptMinionby35PrintedandboundbyMateu-CromoArtesGraficas,SpainThepublisher’spolicyistousepapermanufacturedfromsustainableforests.POM4_A01.qxd6/21/066:48AMPageivToPeterDoyleandJimLynch:Twolate,greatmarketingeducators,colleaguesandfriends.POM4_A01.qxd6/21/066:48AMPagevPOM4_A01.qxd6/21/066:48AMPageviBRIEFCONTENTSviiPartfiveProduct535Chapter13Productandbrandingstrategy537Chapter14New-productdevelopmentandproductlife-cyclestrategies579Chapter15Marketingservices621PartsixPrice659Chapter16Pricing661PartsevenPromotion715Chapter17Integratedmarketingcommunicationstrategy717Chapter18Advertising,salespromotionandpublicrelations759Chapter19Personalsellinganddirectmarketing807ParteightPlace853Chapter20Managingmarketingchannels855Glossary905Subjectindex925Companyindex947GuidedtourxxGuidedtour:studentresourcesonthewebsitexxiiPrefacexxivAcknowledgementsxxviiAbouttheauthorsxxxiiiPartoneMarketingnow1Chapter1Marketingnow3Chapter2Strategicmarketing47ParttwoThemarketingsetting83Chapter3Themarketingenvironment85Chapter4MarketingintheInternetage125Chapter5Marketingandsociety:socialresponsibilityandmarketingethics167Chapter6Theglobalmarketplace209PartthreeMarkets251Chapter7Consumermarkets253Chapter8Business-to-businessmarketing299Chapter9Marketingresearch335PartfourCorestrategy387Chapter10Segmentationandpositioning389Chapter11Relationshipmarketing459Chapter12Competitivestrategy491POM4_A01.qxd6/21/066:48AMPageviiPOM4_A01.qxd6/21/066:48AMPageviiiGuidedtourxxGuidedtour:studentresourcesonthewebsitexxiiPrefacexxivAcknowledgementsxxviiAbouttheauthorsxxxiiiPartoneMarketingnow1ChapteroneMarketingnow3Chapterobjectives3PreludecaseNike4Introduction5Whatismarketing?6nNeeds,wantsanddemands8nThemarketoffering–products,servicesandexperiences9nValue,satisfactionandquality10nExchange,transactionsandrelationships10nMarkets11nMarketing12Marketingmanagement13nDemandmanagement13nBuildingprofitablecustomerrelationships13nMarketingmanagementpractice13Marketingmanagementphilosophies14nTheproductionconcept14nTheproductconcept15nThesellingconcept15nThemarketingconcept16nThesocietalmarketingconcept17MarketingInsights1.1Thecitizenbrands20Marketinginthenoughties20MarketingInsights1.2Anewdawn?21Themarketingprocess24nStrategy,marketingandplanning24nThemarketingsetting25nMarkets29nStrategicmarketing31nThemarketingmix33Summary36Discussingtheissues37Applyingtheconcepts38References39Concludingconcepts1KitKat:Haveabreak...40ChaptertwoStrategicmarketing47Chapterobjectives47PreludecasePoorlittlerichbrands48Introduction49Strategicplanning49nOverviewofplanning49nTheplanningprocess50Thestrategicplan51nThemission51nFrommissiontostrategicobjectives53nStrategicaudit54MarketingInsights2.1Albumart.com:Butwillwemakemoney?56nSWOTanalysis58nThebusinessportfolio60ixCONTENTSPOM4_A01.qxd6/21/066:48AMPageixContentsxMarketingInsights2.2KISS(KeepItSimpleStupid)64nDevelopinggrowthstrategies65Marketingwithinstrategicplanning66nPlanningfunctionalstrategies66nMarketing’sroleinstrategicplanning67nMarketingandtheotherbusinessfunctions67Themarketingplan68nExecutivesummary68nMarketingaudit69nSWOTanalysis69nObjectivesandissues71nMarketingstrategy72nMarketingmix72nActionprogrammes72nBudgets72nControls72nImplementation72Marketingorganisation73Marketingcontrol73nImplementingmarketing74Summary76Discussingtheissues77Applyingtheconcepts78References78Concludingconcepts2Starbucks80ParttwoThemarketingsetting83ChapterthreeThemarketingenvironment85Chapterobjectives85PreludecaseBigfoodhasalotonitsplate86Introduction87Thecompany’smicroenvironment88nThecompany88nSuppliers89nMarketingintermediaries89nCustomers89nCompetitors90nPublics90Thecompany’smacroenvironment91nDemographicenvironment91MarketingInsights3.1Wehaveasay!92nEconomicenvironment102nNaturalenvironment104nTechnologicalenvironment107nPoliticalenvironment109nCulturalenvironment111MarketingInsights3.2Marimekko:Simplicitysells!114Respondingtothemarketingenvironment115Summary117Discussingtheissues118Applyingtheconcepts118References119Concludingconcepts3ToyotaPrius:greenorgeekmachine?121ChapterfourMarketingintheInternetage125Chapterobjectives125PreludecaseCoolDiamonds:aretheyforever?126Introduction128MajorforcesshapingtheInternetage128nDigitalisationandconnectivity129nTheInternetexplosion129nNewformsofintermediaries131nCustomisationandcustomerisation131MarketingInsights4.1Thenewdotcomlandscape132Marketingstrategyinthenewdigitalage134nE-business,e-commerceande-marketing134nBenefitstobuyers135nBenefitstosellers136E-commercedomains136nB2C(businesstoconsumer)137nB2B(businesstobusiness)138nC2C(consumertoconsumer)140nC2B(consumertobusiness)141Conductinge-commerce142nClick-onlyversusclick-and-mortare-marketers142nSettingupane-marketingpresence144MarketingInsights4.2ViralboostersforVirgin150Thepromiseandchallengesofe-commerce154nThecontinuingpromiseofe-commerce154POM4_A01.qxd6/21/066:48AMPagexnTheWeb’sdarkerside154Summary157Discussingtheissues158Applyingtheconcepts159References159Concludingconcepts4eBay:connectinginChina162ChapterfiveMarketingandsociety:socialresponsibilityandmarketingethics167Chapterobjectives167PreludecaseNSPCC:misunderstood168Introduction169Socialcriticismsofmarketing170nMarketing’simpactonindividualconsumers170nMarketing’simpactonsocietyasawhole177Marketing’simpactonotherbusinesses180MarketingInsights5.1Microsoft:agiantagainsttheworld181Citizenandpublicactionstoregulatemarketing183nConsumerism183nEnvironmentalism184nPublicactionstoregulatemarketing190Businessactionstowardssociallyresponsiblemarketing191nEnlightenedmarketing191nMarketingethics195MarketingInsights5.2FromPlato’sRepublictosupermarketslavery196Summary200Discussingtheissues201Applyingtheconcepts202References202Concludingconcepts5Nestlé:singledoutagainandagain205ChaptersixTheglobalmarketplace209Chapterobjectives209PreludecaseJägermeister:Schnappsgoestocollege210Introduction211Globalmarketinginthetwenty-firstcentury211Lookingattheglobalmarketingenvironment213nUnderstandingtheglobalenvironment213Decidingwhethertogointernational222Decidingwhichmarketstoenter222MarketingInsights6.1Emergingmarkets:goingeast224Decidinghowtoenterthemarket226nExporting226nJointventuring227nDirectinvestment228Decidingontheglobalmarketingprogramme229nStandardisationoradaptationforinternationalmarkets?229MarketingInsights6.2McDonald’sFrench-style!232nProduct233nPromotion236nPrice238nDistributionchannels239Decidingontheglobalmarketingorganisation239nExportdepartment240nInternationaldivision240nGlobalorganisation240Summary241Discussingtheissues242Applyingtheconcepts242References243Concludingconcepts6Makingtheglobaltipple:soil,climate,aspectandmystique246PartthreeMarkets251ChaptersevenConsumermarkets253Chapterobjectives253PreludecaseSheba:thepets’StValentine’sDay254Introduction255Modelsofconsumerbehaviour255Characteristicsaffectingconsumerbehaviour256nCulturalfactors256nSocialfactors259ContentsxiPOM4_A01.qxd6/21/066:48AMPagexiContentsxiinPersonalfactors262nPsychologicalfactors268MarketingInsights7.1‘Touchy-feely’researchintoconsumermotivations270Consumerdecisionprocess276Typesofbuyingdecisionbehaviour276nComplexbuyingbehaviour276nDissonance-reducingbuyingbehaviour277nHabitualbuyingbehaviour278nVariety-seekingbuyingbehaviour278Thebuyerdecisionprocess279nNeedrecognition279MarketingInsights7.2Pong:marketing’sfinalfrontier280nInformationsearch281nEvaluationofalternatives282nPurchasedecision284nPostpurchasebehaviour285Thebuyerdecisionprocessfornewproducts287nStagesintheadoptionprocess287nIndividualdifferencesininnovativeness287nRoleofpersonalinfluence289nInfluenceofproductcharacteristicsonrateofadoption289Consumerbehaviouracrossinternationalborders290Summary291Discussingtheissues292Applyingtheconcepts292References293Concludingconcepts7SonyAiboERS–7c:Grandma’sbestfriend?296ChaptereightBusiness-to-businessmarketing299Chapterobjectives299PreludecaseConcordeisdead.Longlivethebusjets!300Introduction302Businessmarkets302nCharacteristicsofbusinessmarkets303nAmodelofbusinessbuyerbehaviour306Businessbuyerbehaviour307nWhatbuyingdecisionsdobusinessbuyersmake?307nWhoparticipatesinthebusinessbuyingprocess?309nWhatarethemaininfluencesonbusinessbuyers?311MarketingInsights8.1Internationalmarketingmannersmatter313nHowdobusinessbuyersmaketheirbuyingdecisions?317BusinessbuyingontheInternet320Institutionalandgovernmentmarkets321nInstitutionalmarkets321nGovernmentmarkets322MarketingInsights8.2Politicalgraft:wheezeorsleaze?323Summary327Discussingtheissues327Applyingtheconcepts328References328Concludingconcepts8Biofoam:justpeanuts?331ChapternineMarketingresearch335Chapterobjectives335PreludecaseMarketresearchingAIDSinAfrica:alittleachievestheunimaginable336Introduction337Themarketinginformationsystem337Developinginformation338nInternalrecords338nMarketingintelligence339nCompetitorintelligence339nMarketingresearch343nThemarketingresearchprocess344MarketingInsights9.1MarketingresearchontheInternet353nDemandestimation361Definingthemarket362Measuringcurrentmarketdemand363nEstimatingtotalmarketdemand363nEstimatingactualsalesandmarketshares365POM4_A01.qxd6/21/066:48AMPagexiiForecastingfuturedemand365nBuyers’intentions367nCompositeofsalesforceopinions367nExpertopinion367MarketingInsights9.2Sometimes‘expertopinion’isn’tallitshouldbe368nTest-marketmethod370nTime-seriesanalysis370nLeadingindicators371nStatisticaldemandanalysis371nInformationanalysis372Distributinginformation373Internationalstudies373Marketingresearchinsmallbusinessesandnon-profitorganisations375Marketresearchethics375nIntrusionsonconsumerprivacy376nMisuseofresearchfindings376Summary377Discussingtheissues378Applyingtheconcepts378References379Concludingconcepts9JudyGreenePottery382PartfourCorestrategy387ChaptertenSegmentationandpositioning389Chapterobjectives389Preludecasedrivedreamcars.com390Introduction391Marketsegmentation391nLevelsofmarketsegmentation392MarketingInsights10.1Ifitwilldigitise,itwillcustomise396Segmentingconsumermarkets398nGeographicsegmentation398nDemographicsegmentation400nGeodemographics402nPsychographicsegmentation403nBehaviouralsegmentation405Segmentingbusinessmarkets408Segmentinginternationalmarkets410Multivariatesegmentation412nSimplemultivariatesegmentation412nAdvancedmultivariatesegmentation413nMultistagesegmentation413Developingmarketsegments414nRequirementsforeffectivesegmentation414Markettargeting415nEvaluatingmarketsegments416nSegmentattractiveness416nBusinessstrengths416nSelectingmarketsegments417Segmentstrategy418nUndifferentiatedmarketing418nDifferentiatedmarketing419nConcentratedmarketing420nChoosingamarket-coveragestrategy420Corestrategy421Differentiation421MarketingInsights10.2Schott:positioningforsuccess422nDifferentiatingmarkets424Productpositioning432Positioningstrategies435MarketingInsights10.3Theplaceisthething440Choosingandimplementingapositioningstrategy442nSelectingtherightcompetitiveadvantages443nCommunicatinganddeliveringthechosenposition446Summary447Discussingtheissues448Applyingtheconcepts448References448Concludingconcepts10Coffee-Mate452ChapterelevenRelationshipmarketing459Chapterobjectives459Preludecase‘Themostimportantpartofacaristhedistributor’460ContentsxiiiPOM4_A01.qxd6/21/066:48AMPagexiiiContentsxivIntroduction462Satisfyingcustomerneeds463Definingcustomervalueandsatisfaction463nCustomervalue464nCustomersatisfaction465nTrackingcustomersatisfaction467MarketingInsights11.1Coldturkeyhasgotmeontherun468Deliveringcustomervalueandsatisfaction469nValuechain469nTotalqualitymanagement471Customervalue473nCustomerretention475Relationshipmarketing476MarketingInsights11.2Networkmarketing:wearenotalone...478nCustomerrelationshipmanagement481nWhentouserelationshipmarketing483Summary485Discussingtheissues485Applyingtheconcepts486References486Concludingconcepts11NationalGummiAB488ChaptertwelveCompetitivestrategy491Chapterobjectives491PreludecasePS2meetstheX-box:certainlynotallfunandgames492Introduction494Competitoranalysis494nIdentifyingthecompan

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