If you want to learn all the principles and rules governing marketing in the business world, then this principles of marketing 17th edition eBook is all you need to read. Kotler and Armstrong principles of marketing 17th edition pdf download develops from its previous edition, and it approaches the study of marking strategies and tactics in a very holistic manner. In the principles of marketing 16th edition pdf free book, you will learn all the successful approaches you need to apply to launch a successful marketing campaign for any business organization irrespective of size or industry. So learn more about the content of principles of marketing 17th edition kotler and armstrong free pdf book and also get a free copy of the book below.

About The Principles of Marketing 17th Edition pdf eBook

Help readers learn how to create value through customer connections and engagement

In a fast-changing, increasingly digital and social marketplace, it—s more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps readers master today—s key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help individuals understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework.

Thoroughly revised to reflect the major trends impacting contemporary marketing, the 17th Edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities.

Table of Content of The principles of marketing 17th edition download

Principles of Marketing
Principles of Marketing
Dedication
About the Authors
Brief Contents
Contents
Preface
The Seventeenth Edition of Kotler/Armstrong’s Principles of Marketing! Setting the World Standard in Marketing Education
Marketing: Creating Customer Value and Engagement in the Digital and Social Age
What’s New in the Seventeenth Edition?
Five Major Customer Value and Engagement Themes
An Emphasis on Real Marketing and Bringing Marketing to Life
Learning Aids That Create Value and Engagement
A Total Teaching and Learning Package
Reviewers
Principles of Marketing
Part 1: Defining Marketing and the Marketing Process (Chapters 1––2)
1 Marketing Creating Customer Value and Engagement
Chapter Preview
Objectives Outline
What Is Marketing?
Marketing Defined
The Marketing Process
Understanding the Marketplace and Customer Needs
Customer Needs, Wants, and Demands
Market Offerings—Products, Services, and Experiences
Customer Value and Satisfaction
Exchanges and Relationships
Markets
Designing a Customer Value–Driven Marketing Strategy and Plan
Customer Value–Driven Marketing Strategy
Selecting Customers to Serve
Choosing a Value Proposition
Marketing Management Orientations
The Production Concept
The Product Concept
The Selling Concept
The Marketing Concept
The Societal Marketing Concept
Preparing an Integrated Marketing Plan and Program
Managing Customer Relationships and Capturing Customer Value
Engaging Customers and Managing Customer Relationships
Customer Relationship Management
Relationship Building Blocks: Customer Value and Satisfaction
Customer Relationship Levels and Tools
Customer Engagement and Today’s Digital and Social Media
Consumer-Generated Marketing
Partner Relationship Management
Capturing Value from Customers
Creating Customer Loyalty and Retention
Growing Share of Customer
Building Customer Equity
What Is Customer Equity?
Building the Right Relationships with the Right Customers
The Changing Marketing Landscape
The Digital Age: Online, Mobile, and Social Media Marketing
Social Media Marketing
Mobile Marketing
The Changing Economic Environment
The Growth of Not-for-Profit Marketing
Rapid Globalization
Sustainable Marketing—The Call for More Environmental and Social Responsibility
So, What Is Marketing? Pulling It All Together
1 Reviewing and Extending the Concepts
Objectives Review and Key Terms
Objectives Review
Objective 1-1 Define marketing and outline the steps in the marketing process. Define marketing and outline the steps in the marketing process. (pp 4–6)
Objective 1-2 Explain the importance of understanding the marketplace and customers and identify the five core marketplace concepts. (pp 6–10)
Objective 1-3 Identify the key elements of a customer value–driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. Identify the key elements of a customer value–driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. (pp 10–14)
Objective 1-4 Discuss customer relationship management and identify strategies for creating value for customers and capturing value from customers in return. (pp 14–22)
Objective 1-5 Describe the major trends and forces that are changing the marketing landscape in this age of relationships. (pp 22–31)
Key Terms
Objective 1-1
Objective 1-2
Objective 1-3
Objective 1-4
Objective 1-5
Discussion and Critical Thinking
Discussion Questions
Critical Thinking Exercises
Applications and Cases
Online, Mobile, and Social Media Marketing The ALS Ice Bucket Challenge
Marketing Ethics Is Big Brother Watching?
Marketing by the Numbers What’s a Customer Worth?
Video Case Eskimo Joe’s
Company Case Chick-Fil-A: Getting Better before Getting Bigger
Applying Some Pressure
Getting It Right
Give Them Something to Do
Questions for Discussion
2 Company and Marketing Strategy Partnering to Build Customer Engagement, Value, and Relationships
Chapter Preview
Objectives Outline
Company-Wide Strategic Planning: Defining Marketing’s Role
Defining a Market-Oriented Mission
Setting Company Objectives and Goals
Designing the Business Portfolio
Analyzing the Current Business Portfolio
The Boston Consulting Group Approach
Problems with Matrix Approaches
Developing Strategies for Growth and Downsizing
Planning Marketing: Partnering to Build Customer Relationships
Partnering with Other Company Departments
Partnering with Others in the Marketing System
Marketing Strategy and the Marketing Mix
Customer Value–Driven Marketing Strategy
Market Segmentation
Market Targeting
Market Differentiation and Positioning
Developing an Integrated Marketing Mix
Managing the Marketing Effort and Marketing Return on Investment
Managing the Marketing Effort
Marketing Analysis
Marketing Planning
Marketing Implementation
Marketing Department Organization
Marketing Control
Measuring and Managing Marketing Return on Investment
2 Reviewing and Extending the Concepts
Objectives Review and Key Terms
Objectives Review
Objective 2-1 Explain company-wide strategic planning and its four steps. Explain company-wide strategic planning and its four steps. (pp 40–42)
Objective 2-2 Discuss how to design business portfolios and develop growth strategies. Discuss how to design business portfolios and develop growth strategies. (pp 42–48)
Objective 2-3 Explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value. Explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value. (pp 48–49)
Objective 2-4 Describe the elements of a customer value–driven marketing strategy and mix and the forces that influence them. Describe the elements of a customer value–driven marketing strategy and mix and the forces that influence them. (pp 50–55)
Objective 2-5 List the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing marketing return on investment. List the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing marketing return on investment. (pp 55–60)
Key Terms
Objective 2-1
Objective 2-2
Objective 2-3
Objective 2-4
Objective 2-5
Discussion and Critical Thinking
Discussion Questions
Critical Thinking Exercises
Applications and Cases
Online, Mobile, and Social Media Marketing Google’s (Alphabet’s) Mission
Marketing Ethics Creating Value or Distracting Consumers?
Marketing by the Numbers Apple vs. Microsoft
Video Case Konica
Company Case Facebook: Making the World More Open and Connected
From Simple Things
To the Stratosphere
Giving It All Away
Questions for Discussion
Part 2: Understanding the Marketplace and Consumer Value (Chapters 3––6)
3 Analyzing the Marketing Environment
Chapter Preview
Objectives Outline
The Microenvironment and Macroenvironment
The Microenvironment
The Company
Suppliers
Marketing Intermediaries
Competitors
Publics
Customers
The Macroenvironment
The Demographic and Economic Environments
The Demographic Environment
The Changing Age Structure of the Population
The Baby Boomers
Generation X
Millennials
Generation Z
Generational Marketing
The Changing American Family
Geographic Shifts in Population
A Better-Educated, More White-Collar, More Professional Population
Increasing Diversity
The Economic Environment
The Natural and Technological Environments
The Natural Environment
The Technological Environment
The Political–Social and Cultural Environments
The Political and Social Environment
Legislation Regulating Business
Increased Emphasis on Ethics and Socially Responsible Actions
Socially Responsible Behavior
Cause-Related Marketing
The Cultural Environment
The Persistence of Cultural Values
Shifts in Secondary Cultural Values
People’s Views of Themselves
People’s Views of Others
People’s Views of Organizations
People’s Views of Society
People’s Views of Nature
People’s Views of the Universe
Responding to the Marketing Environment
3 Reviewing and Extending the Concepts
Objectives Review and Key Terms
Objectives Review
Objective 3-1 Describe the environmental forces that affect the company’s ability to serve its customers. Describe the environmental forces that affect the company’s ability to serve its customers. (pp 68–72)
Objective 3-2 Explain how changes in the demographic and economic environments affect marketing decisions. (pp 72–80)
Objective 3-3 Identify the major trends in the firm’s natural and technological environments. Identify the major trends in the firm’s natural and technological environments. (pp 80–84)
Objective 3-4 Explain the key changes in the political and cultural environments. (pp 84–90)
Objective 3-5 Discuss how companies can react to the marketing environment. (pp 90–92)
Key Terms
Objective 3-1
Objective 3-2
Objective 3-3
Objective 3-4
Discussion and Critical Thinking
Discussion Questions
Critical Thinking Exercises
Applications and Cases
Online, Mobile, and Social Media Marketing Sharing Economy
Marketing Ethics How Young Is Too Young?
Marketing by the Numbers Demographic Trends
Video Case Burger King
Company Case Fitbit: Riding the Fitness Wave to Glory
A Magical Device
An Unexpected Opportunity
Encountering Hurdles
Questions for Discussion
4 Managing Marketing Information to Gain Customer Insights
Chapter Preview
Objectives Outline
Marketing Information and Customer Insights
Marketing Information and Today’s “Big Data”
Managing Marketing Information
Assessing Information Needs and Developing Data
Assessing Marketing Information Needs
Developing Marketing Information
Internal Data
Competitive Marketing Intelligence
Marketing Research
Defining the Problem and Research Objectives
Developing the Research Plan
Gathering Secondary Data
Primary Data Collection
Research Approaches
Observational Research
Survey Research
Experimental Research
Contact Methods
Mail, Telephone, and Personal Interviewing
Focus Group Interviewing
Online Marketing Research
Online Behavioral and Social Tracking and Targeting
Sampling Plan
Research Instruments
Questionnaires
Mechanical Instruments
Implementing the Research Plan
Interpreting and Reporting the Findings
Analyzing and Using Marketing Information
Customer Relationship Management (CRM)
Big Data and Marketing Analytics
Distributing and Using Marketing Information
Other Marketing Information Considerations
Marketing Research in Small Businesses and Nonprofit Organizations
International Marketing Research
Public Policy and Ethics in Marketing Research
Intrusions on Consumer Privacy
Misuse of Research Findings
4 Reviewing and Extending the Concepts
Objectives Review and Key Terms
Objectives Review
Objective 4-1 Explain the importance of information in gaining insights about the marketplace and customers. (pp 100–102)
Objective 4-2 Define the marketing information system and discuss its parts. (pp 102–106)
Objective 4-3 Outline the steps in the marketing research process. (pp 106–116)
Objective 4-4 Explain how companies analyze and use marketing information. (pp 116–120)
Objective 4-5 Discuss the special issues some marketing researchers face, including public policy and ethics issues. (pp 120–125)
Key Terms
Objective 4-1
Objective 4-2
Objective 4-3
Objective 4-4
Discussion and Critical Thinking
Discussion Questions
Critical Thinking Exercises
Applications and Cases
Online, Mobile, and Social Media Marketing The Trail You Leave Behind
Marketing Ethics Metadata
Marketing by the Numbers The Value of Information
Video Case Nielsen
Company Case Campbell Soup Company: Watching What You Eat
Reading Consumers’ Minds
Diving Deeper for Insights
Questions for Discussion
5 Consumer Markets and Buyer BehaviorConsumer Markets and Buyer Behavior
Chapter Preview
Objectives Outline
Model of Consumer Behavior
Characteristics Affecting Consumer Behavior
Cultural Factors
Culture
Subculture
Hispanic American Consumers
African American Consumers
Asian American Consumers
A Total Marketing Strategy
Social Class
Social Factors
Groups and Social Networks
Family
Roles and Status
Personal Factors
Occupation
Age and Life Stage
Economic Situation
Lifestyle
Personality and Self-Concept
Psychological Factors
Motivation
Perception
Learning
Beliefs and Attitudes
Buying Decision Behavior and the Buyer Decision Process
Types of Buying Decision Behavior
Complex Buying Behavior
Dissonance-Reducing Buying Behavior
Habitual Buying Behavior
Variety-Seeking Buying Behavior
The Buyer Decision Process
Need Recognition
Information Search
Evaluation of Alternatives
Purchase Decision
Postpurchase Behavior
The Buyer Decision Process for New Products
Stages in the Adoption Process
Individual Differences in Innovativeness
Influence of Product Characteristics on Rate of Adoption
5 Reviewing and Extending the Concepts Reviewing and Extending the Concepts
Objectives Review and Key Terms
Objectives Review
Objective 5-1 Define the consumer market and construct a simple model of consumer buyer behavior. Define the consumer market and construct a simple model of consumer buyer behavior. (pp 134–135)
Objective 5-2 Name the four major factors that influence consumer buyer behavior. Name the four major factors that influence consumer buyer behavior. (pp 135–149)
Objective 5-3 List and define the major types of buying decision behavior and the stages in the buyer decision process. List and define the major types of buying decision behavior and the stages in the buyer decision process. (pp 150–154)
Objective 5-4 Describe the adoption and diffusion process for new products. Describe the adoption and diffusion process for new products. (pp 154–156)
Key Terms
Objective 5-1
Objective 5-2
Objective 5-3
Objective 5-4
Discussion and Critical Thinking
Discussion Questions
Critical Thinking Exercises
Applications and Cases
Online, Mobile, and Social Media Marketing Digital Influencer Credibility
Marketing Ethics Ultimate Water
Marketing by the Numbers Evaluating Alternatives
Video Case IMG Worldwide
Company Case GoldieBlox: Swimming Upstream against Consumer Perceptions
A Different Kind of Toy Company
All That Glitters Is Not Goldie
Questions for Discussion
6 Business Markets and Business Buyer Behavior
Chapter Preview
Objectives Outline
Business Markets
Market Structure and Demand
Nature of the Buying Unit
Types of Decisions and the Decision Process
Business Buyer Behavior
Major Types of Buying Situations
Participants in the Business Buying Process
Major Influences on Business Buyers
The Business Buyer Decision Process
Problem Recognition
General Need Description
Product Specification
Supplier Search
Proposal Solicitation
Supplier Selection
Order-Routine Specification
Performance Review
Engaging Business Buyers with Digital and Social Marketing
E-procurement and Online Purchasing
Business-to-Business Digital and Social Media Marketing
Institutional and Government Markets
Institutional Markets
Government Markets
6 Reviewing and Extending the Concepts
Objectives Review and Key Terms
Objectives Review
Objective 6-1 Define the business market and explain how business markets differ from consumer markets. Define the business market and explain how business markets differ from consumer markets. (pp 164–166)
Objective 6-2 Identify the major factors that influence business buyer behavior. Identify the major factors that influence business buyer behavior. (pp 166–171)
Objective 6-3 List and define the steps in the business buying decision process. List and define the steps in the business buying decision process. (pp 171–173)
Objective 6-4 Discuss how new information technologies and online, mobile, and social media have changed business-to-business marketing. (pp 173–175)
Objective 6-5 Compare the institutional and government markets and explain how institutional and government buyers make their buying decisions. (pp 175–179)
Key Terms
Objective 6-1
Objective 6-2
Objective 6-3
Objective 6-4
Objective 6-5
Discussion and Critical Thinking
Discussion Questions
Critical Thinking Exercises
Applications and Cases
Online, Mobile, and Social Media Marketing E-procurement and Mobile Procurement
Marketing Ethics What Are Our Kids Eating?
Marketing by the Numbers NAICS
Video Case Eaton
Company Case Procter & Gamble: Treating Business Customers as Strategic Partners
Developing the Customer’s Business
A Competitive Edge
It’s Better to Give…Then to Receive
Questions for Discussion
Part 3: Designing a Customer Value-Driven Strategy and Mix (Chapters 7––17)
7 Customer Value–Driven Marketing Strategy: Creating Value for Target CustomersCustomer Value–Driven Marketing Strategy: Creating Value for Target Customers
Chapter Preview
Objectives Outline
Marketing Strategy
Market Segmentation
Segmenting Consumer Markets
Geographic Segmentation
Demographic Segmentation
Age and Life-Cycle Stage
Gender
Income
Psychographic Segmentation
Behavioral Segmentation
Occasions
Benefits Sought
User Status
Usage Rate
Loyalty Status
Using Multiple Segmentation Bases
Segmenting Business Markets
Segmenting International Markets
Requirements for Effective Segmentation
Market Targeting
Evaluating Market Segments
Selecting Target Market Segments
Undifferentiated Marketing
Differentiated Marketing
Concentrated Marketing
Micromarketing
Local Marketing
Individual Marketing
Choosing a Targeting Strategy
Socially Responsible Target Marketing
Differentiation and Positioning
Positioning Maps
Choosing a Differentiation and Positioning Strategy
Identifying Possible Value Differences and Competitive Advantages
Choosing the Right Competitive Advantages
How Many Differences to Promote
Which Differences to Promote
Selecting an Overall Positioning Strategy
More for More
More for the Same
The Same for Less
Less for Much Less
More for Less
Developing a Positioning Statement
Communicating and Delivering the Chosen Position
7 Reviewing and Extending the Concepts
Objectives Review and Key Terms
Objectives Review
Objective 7-1 Define the major steps in designing a customer value–driven marketing strategy: market segmentation, targeting, differentiation, and positioning. Define the major steps in designing a customer value–driven marketing strategy: market segmentation, targeting, differentiation, and positioning. (pp 188–189)
Objective 7-2 List and discuss the major bases for segmenting consumer and business markets. (pp 189–197)
Objective 7-3 Explain how companies identify attractive market segments and choose a market-targeting strategy. (pp 197–204)
Objective 7-4 Discuss how companies differentiate and position their products for maximum competitive advantage. (pp 204–212)
Key Terms
Objective 7-1
Objective 7-2
Objective 7-3
Objective 7-4
Discussion and Critical Thinking
Discussion Questions
Critical Thinking Exercises
Applications and Cases
Online, Mobile, and Social Media Marketing Get Your Groupon
Marketing Ethics Targeting to Teens
Marketing by the Numbers USAA
Video Case Sprout
Company Case Virgin America: Flight Service for the Tech Savvy
Targeting the Right Customers
Homing in on the Details
Above the Clouds
Questions for Discussion
8 Products, Services, and Brands Building Customer Value
Previewing the Concepts
Objectives Outline
What Is a Product?
Products, Services, and Experiences
Levels of Product and Services
Product and Service Classifications
Consumer Products
Industrial Products
Organizations, Persons, Places, and Ideas
Product and Service Decisions
Individual Product and Service Decisions
Product and Service Attributes
Product Quality
Product Features
Product Style and Design
Branding
Packaging
Labeling and Logos
Product Support Services
Product Line Decisions
Product Mix Decisions
Services Marketing
The Nature and Characteristics of a Service
Marketing Strategies for Service Firms
The Service Profit Chain
Managing Service Differentiation
Managing Service Quality
Managing Service Productivity
Branding Strategy: Building Strong Brands
Brand Equity and Brand Value
Building Strong Brands
Brand Positioning
Brand Name Selection
Brand Sponsorship
National Brands versus Store Brands
Licensing
Co-branding
Brand Development
Line Extensions
Brand Extensions
Multibrands
New Brands
Managing Brands
8 Reviewing and Extending the Concepts
Objectives Review and Key Terms
Objectives Review
Objective 8-1 Define product and describe the major classifications of products and services. (pp 220–225)
Objective 8-2 Describe the decisions companies make regarding their individual products and services, product lines, and product mixes. (pp 225–233)
Objective 8-3 Identify the four characteristics that affect the marketing of services and the additional marketing considerations that services require. (pp 234–240)
Objective 8-4 Discuss branding strategy—the decisions companies make in building and managing their brands. Discuss branding strategy—the decisions companies make in building and managing their brands. (pp 240–248)
Key Terms
Objective 8-1
Objective 8-2
Objective 8-3
Objective 8-4
Discussion and Critical Thinking
Discussion Questions
Critical Thinking Exercises
Applications and Cases
Online, Mobile, and Social Media Marketing Feeding Pets from Your Smartphone
Marketing Ethics Geographical Indication
Marketing by the Numbers Pop-Tarts Gone Nutty!
Video Case Plymouth Rock Assurance
Company Case Airbnb: Making Hospitality Authentic
Two Million Rooms—No Two Alike
Seeing the World as the Locals Do
Executing on the Promise
Questions for Discussion
9 Developing New Products and Managing the Product Life Cycle
Chapter Preview
Objectives Outline
New Product Development Strategy
The New Product Development Process
Idea Generation
Internal Idea Sources
External Idea Sources
Crowdsourcing
Idea Screening
Concept Development and Testing
Concept Development
Concept Testing
Marketing Strategy Development
Business Analysis
Product Development
Test Marketing
Commercialization
Managing New Product Development
Customer-Centered New Product Development
Team-Based New Product Development
Systematic New Product Development
Product Life-Cycle Strategies
Introduction Stage
Growth Stage
Maturity Stage
Decline Stage
Additional Product and Service Considerations
Product Decisions and Social Responsibility
International Product and Services Marketing
9 Reviewing and Extending the Concepts
Objectives Review and Key Terms
Objectives Review
Objective 9-1 Explain how companies find and develop new product ideas. (pp 256–257)
Objective 9-2 List and define the steps in the new product development process and the major considerations in managing this process. (pp 257–265)
Objective 9-3 Describe the stages of the product life cycle and how marketing strategies change during a product’s life cycle. Describe the stages of the product life cycle and how marketing strategies change during a product’s life cycle. (pp 265–273)
Objective 9-4 Discuss two additional product issues: socially responsible product decisions and international product and services marketing. (pp 273–275)
Key Terms
Objective 9-1
Objective 9-2
Objective 9-3
Discussion and Critical Thinking
Discussion Questions
Critical Thinking Exercises
Applications and Cases
Online, Mobile, and Social Media Marketing Telemedicine
Marketing Ethics Put On Your Thinking Caps!
Marketing by the Numbers Dental House Calls
Video Case Day2Night Convertible Heels
Company Case Bose: Better Products through Research
The Bose Philosophy
Innovating the Bose Way
Questions for Discussion
10 Pricing Understanding and Capturing Customer Value
Chapter Preview
Objectives Outline
What Is a Price?
Major Pricing Strategies
Customer Value–Based Pricing
Good-Value Pricing
Value-Added Pricing
Cost-Based Pricing
Types of Costs
Costs at Different Levels of Production
Costs as a Function of Production Experience
Cost-Plus Pricing
Break-Even Analysis and Target Profit Pricing
Competition-Based Pricing
Other Internal and External Considerations Affecting Price Decisions
Overall Marketing Strategy, Objectives, and Mix
Organizational Considerations
The Market and Demand
Pricing in Different Types of Markets
Analyzing the Price–Demand Relationship
Price Elasticity of Demand
The Economy
Other External Factors
10 Reviewing and Extending the Concepts
Objectives Review and Key Terms
Objectives Review
Objective 10-1 Answer the question “What is a price?” and discuss the importance of pricing in today’s fast-changing environment. Answer the question “What is a price?” and discuss the importance of pricing in today’s fast-changing environment. (pp 284–285)
Objective 10-2 Identify the three major pricing strategies and discuss the importance of understanding customer-value perceptions, company costs, and competitor strategies when setting prices. (pp 285–293)
Objective 10-3 Identify and define the other important external and internal factors affecting a firm’s pricing decisions. Identify and define the other important external and internal factors affecting a firm’s pricing decisions. (pp 293–299)
Key Terms
Objective 10-1
Objective 10-2
Objective 10-3
Discussion and Critical Thinking
Discussion Questions
Critical Thinking Exercises
Applications and Cases
Online, Mobile, and Social Media Marketing Online Price Tracking
Marketing Ethics The Cost of a Life
Marketing by the Numbers Pricey Sheets
Video Case Fast-Food Discount Wars
Company Case Trader Joe’s: Cheap Gourmet—Putting a Special Twist on the Price-Value Equation
High on Benefits
Low on Prices
Something Extra
Questions for Discussion
11 Pricing Strategies Additional Considerations
Chapter Preview
Objectives Outline
New Product Pricing Strategies
Market-Skimming Pricing
Market-Penetration Pricing
Product Mix Pricing Strategies
Product Line Pricing
Optional-Product Pricing
Captive-Product Pricing
By-Product Pricing
Product Bundle Pricing
Price Adjustment Strategies
Discount and Allowance Pricing
Segmented Pricing
Psychological Pricing
Promotional Pricing
Geographical Pricing
Dynamic and Online Pricing
International Pricing
Price Changes
Initiating Price Changes
Initiating Price Cuts
Initiating Price Increases
Buyer Reactions to Price Changes
Competitor Reactions to Price Changes
Responding to Price Changes
Public Policy and Pricing
Pricing within Channel Levels
Pricing across Channel Levels
11 Reviewing and Extending the Concepts
Objectives Review and Key Terms
Objectives Review
Objective 11-1 Describe the major strategies for pricing new products. Describe the major strategies for pricing new products. (pp 308–309)
Objective 11-2 Explain how companies find a set of prices that maximizes the profits from the total product mix. (pp 309–311)
Objective 11-3 Discuss how companies adjust their prices to take into account different types of customers and situations. Discuss how companies adjust their prices to take into account different types of customers and situations. (pp 311–319)
Objective 11-4 Discuss the key issues related to initiating and responding to price changes. (pp 320–322)
Objective 11-5 Overview the social and legal issues that affect pricing decisions. (pp 322–326)
Key Terms
Objective 11-1
Objective 11-2
Objective 11-3
Discussion and Critical Thinking
Discussion Questions
Critical Thinking Exercises
Applications and Cases
Online, Mobile, and Social Media Marketing Krazy Coupon Lady
Marketing Ethics Less Bang for Your Buck
Marketing by the Numbers Louis Vuitton Price Increase
Video Case Hammerpress
Company Case Lululemon: Indulging Customers at a Premium Price
Riding the Wave
Where Price Is No Object
Expensive—but Worth It
Questions for Discussion
12 Marketing Channels Delivering Customer Value
Chapter Preview
Objectives Outline
Supply Chains and the Value Delivery Network
The Nature and Importance of Marketing Channels
How Channel Members Add Value
Number of Channel Levels
Channel Behavior and Organization
Channel Behavior
Vertical Marketing Systems
Corporate VMS
Contractual VMS
Administered VMS
Horizontal Marketing Systems
Multichannel Distribution Systems
Changing Channel Organization
Channel Design Decisions
Analyzing Consumer Needs
Setting Channel Objectives
Identifying Major Alternatives
Types of Intermediaries
Number of Marketing Intermediaries
Responsibilities of Channel Members
Evaluating the Major Alternatives
Designing International Distribution Channels
Channel Management Decisions
Selecting Channel Members
Managing and Motivating Channel Members
Evaluating Channel Members
Public Policy and Distribution Decisions
Marketing Logistics and Supply Chain Management
Nature and Importance of Marketing Logistics
Sustainable Supply Chains
Goals of the Logistics System
Major Logistics Functions
Warehousing
Inventory Management
Transportation
Logistics Information Management
Integrated Logistics Management
Cross-Functional Teamwork Inside the Company
Building Logistics Partnerships
Third-Party Logistics
12 Reviewing and Extending the Concepts
Objectives Review and Key Terms
Objectives Review
Objective 12-1 Explain why companies use marketing channels and discuss the functions these channels perform. (pp 334–337)
Objective 12-2 Discuss how channel members interact and how they organize to perform the work of the channel. (pp 338–344)
Objective 12-3 Identify the major channel alternatives open to a company. (pp 344–348)
Objective 12-4 Explain how companies select, motivate, and evaluate channel members. (pp 348–352)
Objective 12-5 Discuss the nature and importance of marketing logistics and integrated supply chain management. (pp 352–359)
Key Terms
Objective 12-1
Objective 12-2
Objective 12-3
Objective 12-4
Objective 12-5
Discussion and Critical Thinking
Discussion Questions
Critical Thinking Exercises
Applications and Cases
Online, Mobile, and Social Media Marketing Fabletics Changing Channels
Marketing Ethics Trucker Rest Rules
Marketing by the Numbers Tyson Expanding Distribution
Video Case Progressive
Company Case Apple Pay: Taking Mobile Payments Mainstream
Hardly New
Overcoming Negative Consumer Perceptions
Establishing Points of Acceptance
Questions for Discussion
13 Retailing and Wholesaling
Chapter Preview
Objectives Outline
Retailing
Retailing: Connecting Brands with Consumers
Types of Retailers
Amount of Service
Product Line
Relative Prices
Discount Stores
Off-Price Retailers
Organizational Approach
Retailer Marketing Decisions
Segmentation, Targeting, Differentiation, and Positioning Decisions
Product Assortment and Services Decision
Price Decision
Promotion Decision
Place Decision
Retailing Trends and Developments
Tighter Consumer Spending
New Retail Forms, Shortening Retail Life Cycles, and Retail Convergence
The Rise of Megaretailers
Growth of Direct, Online, Mobile, and Social Media Retailing
The Need for Omni-Channel Retailing
Growing Importance of Retail Technology
Green Retailing
Global Expansion of Major Retailers
Wholesaling
Types of Wholesalers
Wholesaler Marketing Decisions
Segmentation, Targeting, Differentiation, and Positioning Decisions
Marketing Mix Decisions
Trends in Wholesaling
13 Reviewing and Extending the Concepts
Objectives Review and Key Terms
Objectives Review
Objective 13-1 Explain the role of retailers in the distribution channel and describe the major types of retailers. (pp 368–375)
Objective 13-2 Describe the major retailer marketing decisions. (pp 376–381)
Objective 13-3 Discuss the major trends and developments in retailing. (pp 381–387)
Objective 13-4 Explain the major types of wholesalers and their marketing decisions. (pp 387–392)
Key Terms
Objective 13-1
Objective 13-2
Objective 13-3
Objective 13-4
Discussion and Critical Thinking
Discussion Questions
Critical Thinking Exercises
Applications and Cases
Online, Mobile, and Social Media Marketing Skipping the Checkout Line
Marketing Ethics Lilly for Target
Marketing by the Numbers Stockturn Rate
Video Case Kmart
Company Case Bass Pro Shops: Creating Nature’s Theme Park for People Who Hate to Shop
Filling a Gap in the Market
Nature’s Theme Park
Half the Size—All the Fun
Questions for Discussion
14 Engaging Consumers and Communicating Customer Value Integrated Marketing Communication StrategyEngaging Consumers and Communicating Customer Value Integrated Marketing Communication Strategy
Chapter Preview
Objectives Outline
The Promotion Mix
Integrated Marketing Communications
The New Marketing Communications Model
The Need for Integrated Marketing Communications
Developing Effective Marketing Communication
A View of the Communication Process
Steps in Developing Effective Marketing Communication
Identifying the Target Audience
Determining the Communication Objectives
Designing a Message
Message Content
Message Structure
Message Format
Choosing Communication Channels and Media
Personal Communication Channels
Nonpersonal Communication Channels
Selecting the Message Source
Collecting Feedback
Setting the Total Promotion Budget and Mix
Setting the Total Promotion Budget
Affordable Method
Percentage-of-Sales Method
Competitive-Parity Method
Objective-and-Task Method
Shaping the Overall Promotion Mix
The Nature of Each Promotion Tool
Advertising
Personal Selling
Sales Promotion
Public Relations
Direct and Digital Marketing
Promotion Mix Strategies
Integrating the Promotion Mix
Socially Responsible Marketing Communication
Advertising and Sales Promotion
Personal Selling
14 Reviewing and Extending the Concepts
Objectives Review and Key Terms
Objectives Review
Objective 14-1 Define the five promotion mix tools for communicating customer value. Define the five promotion mix tools for communicating customer value. (pp 400–401)
Objective 14-2 Discuss the changing communications landscape and the need for integrated marketing communications. (pp 401–406)
Objective 14-3 Outline the communication process and the steps in developing effective marketing communications. (pp 406–413)
Objective 14-4 Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix. (pp 413–420)
Key Terms
Objective 14-1
Objective 14-2
Objective 14-3
Objective 14-4
Discussion and Critical Thinking
Discussion Questions
Critical Thinking Exercises
Applications and Cases
Online, Mobile, and Social Media Marketing #withoutshoes
Marketing Ethics An Ethical Promotion?
Marketing by the Numbers Advertising-to-Sales Ratios
Video Case OXO
Company Case Volvo Trucks: Integrated Marketing Communications of Epic Proportions
A Consumer Approach
Appealing to the Masses with “Live Tests”
The Synergy of IMC
Questions for Discussion
15 Advertising and Public Relations
Chapter Preview
Objectives Outline
Advertising
Major Advertising Decisions
Setting Advertising Objectives
Setting the Advertising Budget
Developing Advertising Strategy
Creating the Advertising Message and Brand Content
Breaking Through the Clutter
Merging Advertising and Entertainment
Message and Content Strategy
Message Execution
Consumer-Generated Content
Selecting Advertising Media
Determining Reach, Frequency, Impact, and Engagement
Choosing among Major Media Types
Selecting Specific Media Vehicles
Deciding on Media Timing
Evaluating Advertising Effectiveness and the Return on Advertising Investment
Other Advertising Considerations
Organizing for Advertising
International Advertising Decisions
Public Relations
The Role and Impact of PR
Major Public Relations Tools
15 Reviewing and Extending the Concepts
Objectives Review and Key Terms
Objectives Review
Objective 15-1 Define the role of advertising in the promotion mix. (pp 428)
Objective 15-2 Describe the major decisions involved in developing an advertising program. (pp 429–446)
Objective 15-3 Define the role of public relations in the promotion mix. (pp 446–448)
Objective 15-4 Explain how companies use public relations to communicate with their publics. (p 448 )
Key Terms
Objective 15-1
Objective 15-2
Objective 15-3
Discussion and Critical Thinking
Discussion Questions
Critical Thinking Exercises
Applications and Cases
Online, Mobile, and Social Media Marketing Facebook Audience Network
Marketing Ethics Native Advertising
Marketing by the Numbers C3, CPM, and CPP
Video Case Kmart
Company Case Allstate: Bringing Mayhem to the Auto Insurance Advertising Wars
An Advertising Shakeup
“Good Hands” Meets Mayhem
Mayhem Redux
Questions for Discussion
16 Personal Selling and Sales Promotion
Chapter Preview
Objectives Outline
Personal Selling
The Nature of Personal Selling
The Role of the Sales Force
Linking the Company with Its Customers
Coordinating Marketing and Sales
Managing the Sales Force
Designing the Sales Force Strategy and Structure
The Sales Force Structure
Sales Force Size
Other Sales Force Strategy and Structure Issues
Outside and Inside Sales Forces
Team Selling
Recruiting and Selecting Salespeople
Training Salespeople
Compensating Salespeople
Supervising and Motivating Salespeople
Supervising Salespeople
Motivating Salespeople
Evaluating Salespeople and Sales Force Performance
Social Selling: Online, Mobile, and Social Media Tools
The Personal Selling Process
Steps in the Selling Process
Prospecting and Qualifying
Preapproach
Approach
Presentation and Demonstration
Handling Objections
Closing
Follow-Up
Personal Selling and Managing Customer Relationships
Sales Promotion
The Rapid Growth of Sales Promotion
Sales Promotion Objectives
Major Sales Promotion Tools
Consumer Promotions
Trade Promotions
Business Promotions
Developing the Sales Promotion Program
16 Reviewing and Extending the Concepts
Objectives Review and Key Terms
Objectives Review
Objective 16-1 Discuss the role of a company’s salespeople in creating value for customers and building customer relationships. Discuss the role of a company’s salespeople in creating value for customers and building customer relationships. (pp 456–458)
Objective 16-2 Identify and explain the six major sales force management steps. (pp 458–469)
Objective 16-3 Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing. (pp 469–472)
Objective 16-4 Explain how sales promotion campaigns are developed and implemented. (pp 472–479)
Key Terms
Objective 16-1
Objective 16-2
Objective 16-3
Objective 16-4
Discussion and Critical Thinking
Discussion Questions
Critical Thinking Exercises
Applications and Cases
Online, Mobile, and Social Media Marketing Snap It and Redeem It!
Marketing Ethics Walking the Customer
Marketing by the Numbers Sales Force Analysis
Video Case First Flavor
Company Case SunGard: Building Sustained Growth by Selling the SunGard Way
Pioneering a New Industry
Good, but Not Great
Setting Transformation in Motion
From Transformation to Results
Questions for Discussion
17 Direct, Online, Social Media, and Mobile MarketingDirect, Online, Social Media, and Mobile Marketing
Chapter Preview
Objectives Outline
Direct and Digital Marketing
The New Direct Marketing Model
Rapid Growth of Direct and Digital Marketing
Benefits of Direct and Digital Marketing to Buyers and Sellers
Forms of Direct and Digital Marketing
Marketing, the Internet, and the Digital Age
Online Marketing
Websites and Branded Web Communities
Online Advertising
Email Marketing
Online Videos
Blogs and Other Online Forums
Social Media and Mobile Marketing
Social Media Marketing
Using Social Media
Social Media Marketing Advantages and Challenges
Integrated Social Media Marketing
Mobile Marketing
Traditional Direct Marketing Forms
Direct-Mail Marketing
Catalog Marketing
Telemarketing
Direct-Response Television Marketing
Kiosk Marketing
Public Policy Issues in Direct and Digital Marketing
Irritation, Unfairness, Deception, and Fraud
Consumer Privacy
A Need for Action
17 Reviewing and Extending the Concepts
Objectives Review and Key Terms
Objectives Review
Objective 17-1 Define direct and digital marketing and discuss their rapid growth and benefits to customers and companies.  and discuss their rapid growth and benefits to customers and companies. (pp 488–490)
Objective 17-2 Identify and discuss the major forms of direct and digital marketing. Identify and discuss the major forms of direct and digital marketing. (pp 490–491)
Objective 17-3 Explain how companies have responded to the internet and the digital age with various online marketing strategies. (pp 491–497)
Objective 17-4 Discuss how companies use social media and mobile marketing to engage consumers and create brand community. (pp 497–503)
Objective 17-5 Identify and discuss the traditional direct marketing forms and overview the public policy and ethical issues presented by direct marketing. (pp 504–510)
Key Terms
Objective 17-1
Objective 17-2
Objective 17-3
Objective 17-4
Objective 17-5
Discussion and Critical Thinking
Discussion Questions
Critical Thinking Exercises
Applications and Cases
Online, Mobile, and Social Media Marketing “Buy” Buttons
Marketing Ethics #Fail
Marketing by the Numbers Field Sales versus Telemarketing
Video Case Nutrisystem
Company Case Alibaba: The World’s Largest E-tailer Is Not Amazon
Unlikely Beginnings
Feeding the Masses
A Little of Everything
Questions for Discussion
Part 4: Extending Marketing (Chapters 18––20)
18 Creating Competitive Advantage
Chapter Preview
Objectives Outline
Competitor Analysis
Identifying Competitors
Assessing Competitors
Determining Competitors’ Objectives
Identifying Competitors’ Strategies
Assessing Competitors’ Strengths and Weaknesses
Estimating Competitors’ Reactions
Selecting Competitors to Attack and Avoid
Strong or Weak Competitors
Good or Bad Competitors
Finding Uncontested Market Spaces
Designing a Competitive Intelligence System
Competitive Strategies
Approaches to Marketing Strategy
Basic Competitive Strategies
Competitive Positions
Market Leader Strategies
Expanding Total Demand
Protecting Market Share
Expanding Market Share
Market Challenger Strategies
Market Follower Strategies
Market Nicher Strategies
Balancing Customer and Competitor Orientations
18 Reviewing and Extending the Concepts
Objectives Review and Key Terms
Objectives Review
Objective 18-1 Discuss the need to understand competitors as well as customers through competitor analysis. Discuss the need to understand competitors as well as customers through competitor analysis. (pp 518–525)
Objective 18-2 Explain the fundamentals of competitive marketing strategies based on creating value for customers. Explain the fundamentals of competitive marketing strategies based on creating value for customers. (pp 525–535)
Objective 18-3 Illustrate the need for balancing customer and competitor orientations in becoming a truly market-centered organization. Illustrate the need for balancing customer and competitor orientations in becoming a truly market-centered organization. (pp 535–536)
Key Terms
Objective 18-1
Objective 18-2
Objective 18-3
Discussion and Critical Thinking
Discussion Questions
Critical Thinking Exercises
Applications and Cases
Online, Mobile, and Social Media Marketing Social Logins
Marketing Ethics Creating Competitive Advantage . . . to What End?
Marketing by the Numbers Market Share
Video Case Umpqua Bank
Company Case YouTube: Google’s Quest for Video Dominance
“I Want My TV!”
The Competition Intensifies
Doing Video Its Own Way
Questions for Discussion
19 The Global Marketplace
Chapter Preview
Objectives Outline
Global Marketing Today
Elements of the Global Marketing Environment
The International Trade System
The World Trade Organization
Regional Free Trade Zones
Economic Environment
Political-Legal Environment
Cultural Environment
The Impact of Culture on Marketing Strategy
The Impact of Marketing Strategy on Cultures
Deciding Whether to Go Global
Deciding Which Markets to Enter
Deciding How to Enter the Market
Exporting
Joint Venturing
Licensing
Contract Manufacturing
Management Contracting
Joint Ownership
Direct Investment
Deciding on the Global Marketing Program
Product
Promotion
Price
Distribution Channels
Deciding on the Global Marketing Organization
19 Reviewing and Extending the Concepts
Objectives Review and Key Terms
Objectives Review
Objective 19-1 Discuss how the international trade system and the economic, political-legal, and cultural environments affect a company’s international marketing decisions. Discuss how the international trade system and the economic, political-legal, and cultural environments affect a company’s international marketing decisions. (pp 544–556)
Objective 19-2 Describe three key approaches to entering international markets. Describe three key approaches to entering international markets. (pp 556–558)
Objective 19-3 Explain how companies adapt their marketing strategies and mixes for international markets. Explain how companies adapt their marketing strategies and mixes for international markets. (pp 559–566)
Objective 19-4 Identify the three major forms of international marketing organization. Identify the three major forms of international marketing organization. (p 566)
Key Terms
Objective 19-1
Objective 19-2
Objective 19-3
Discussion and Critical Thinking
Discussion Questions
Critical Thinking Exercises
Applications and Cases
Online, Mobile, and Social Media Marketing China’s Great Firewall
Marketing Ethics Global Safety Standards
Marketing by the Numbers Netflix’s Global Expansion
Video Case Monster
Company Case L’Oréal: The United Nations of Beauty
Because I’m Worth It
Beauty from Multiple Perspectives
Diving Deep for Beauty
Questions for Discussion
20 Sustainable Marketing Social Responsibility and Ethics
Chapter Preview
Objectives Outline
Sustainable Marketing
Social Criticisms of Marketing
Marketing’s Impact on Individual Consumers
High Prices
Deceptive Practices
High-Pressure Selling
Shoddy, Harmful, or Unsafe Products
Planned Obsolescence
Poor Service to Disadvantaged Consumers
Marketing’s Impact on Society as a Whole
False Wants and Too Much Materialism
Too Few Social Goods
Cultural Pollution
Marketing’s Impact on Other Businesses
Consumer Actions to Promote Sustainable Marketing
Consumerism
Environmentalism
Public Actions to Regulate Marketing
Business Actions Toward Sustainable Marketing
Sustainable Marketing Principles
Consumer-Oriented Marketing
Customer Value Marketing
Innovative Marketing
Sense-of-Mission Marketing
Societal Marketing
Marketing Ethics and the Sustainable Company
Marketing Ethics
The Sustainable Company
20 Reviewing and Extending the Concepts
Objectives Review and Key Terms
Objectives Review
Objective 20-1 Define sustainable marketing and discuss its importance. Define sustainable marketing and discuss its importance. (pp 574–576)
Objective 20-2 Identify the major social criticisms of marketing. Identify the major social criticisms of marketing. (pp 576–583)
Objective 20-3 Define consumerism and environmentalism and explain how they affect marketing strategies.  and explain how they affect marketing strategies. (pp 583–589)
Objective 20-4 Describe the principles of sustainable marketing. Describe the principles of sustainable marketing. (pp 589–593)
Objective 20-5 Explain the role of ethics in marketing. Explain the role of ethics in marketing. (pp 593–596)
Key Terms
Objective 20-1
Objective 20-3
Objective 20-4
Discussion and Critical Thinking
Discussion Questions
Critical Thinking Exercises
Applications and Cases
Online, Mobile, and Social Media Marketing Teens and Social Media
Marketing Ethics Milking the International Market
Marketing by the Numbers The Cost of Sustainability
Video Case Honest Tea
Company Case adidas: Athletic Apparel with Purpose
A Marathon, Not a Sprint
The Four Ps of Sustainability
Doing Well by Doing Good?
Questions for Discussion
Appendix 1 Marketing Plan
The Marketing Plan: An Introduction
The Purpose and Content of a Marketing Plan
The Role of Research
The Role of Relationships
From Marketing Plan to Marketing Action
Sample Marketing Plan: Chill Beverage Company
Executive Summary
Current Marketing Situation
Market Description
Product Review
Competitive Review
Channels and Logistics Review
Strengths, Weaknesses, Opportunities, and Threat Analysis
Strengths
Weaknesses
Opportunities
Threats
Objectives and Issues
First-Year Objectives
Second-Year Objectives
Issues
Marketing Strategy
Positioning
Product Strategy
Pricing
Distribution Strategy
Marketing Communication Strategy
Marketing Research
Action Programs
Budgets
Controls
Appendix 2 Marketing by the Numbers
Pricing, Break-Even, and Margin Analysis
Pricing Considerations
Determining Costs
Setting Price Based on Costs
Setting Price Based on External Factors
Break-Even and Margin Analysis
Determining Break-Even Unit Volume and Dollar Sales
Determining “Breakeven” for Profit Goals
Marketing by the Numbers Exercise Set One
Demand Estimates, the Marketing Budget, and Marketing Performance Measures
Market Potential and Sales Estimates
The Profit-and-Loss Statement and Marketing Budget
Marketing Performance Measures
Analytic Ratios
Marketing Profitability Metrics
Net Marketing Contribution
Marketing Return on Sales and Investment
Marketing by the Numbers Exercise Set Two
Financial Analysis of Marketing Tactics
Increase Advertising Expenditures
Increase Distribution Coverage
Decrease Price
Extend the Product Line
Marketing by the Numbers Exercise Set Three
Appendix 3 Careers in Marketing
Marketing Careers Today
Overall Marketing Facts and Trends
Looking for a Job in Today’s Marketing World
Conduct a Self-Assessment and Seek Career Counseling
Examine Job Descriptions
Explore the Job Market and Assess Opportunities
Career Development Centers
Job Fairs
Networking
Internships
Job Hunting on the Internet
Professional Networking Sites
Develop Search Strategies
Prepare Résumés
Online Résumés
Résumé Tips
Write Cover Letter, Follow Up, and Assemble Supporting Documents
Cover Letter
Follow Up
Letters of Recommendation
Interview for Jobs
Before the Interview
During the Interview
After the Interview
Follow-Up Interview
Marketing Jobs
Advertising
Job Descriptions
Skills Needed, Career Paths, and Typical Salaries
Brand and Product Management
Job Descriptions
Skills Needed, Career Paths, and Typical Salaries
Sales and Sales Management
Job Descriptions
Skills Needed, Career Paths, and Typical Salaries
Other Marketing Jobs
Retailing
Marketing Research
New Product Planning
Marketing Logistics (Physical Distribution)
Public Relations
Not-for-Profit Services
Other Resources
Glossary
References





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