Professor Kotler was the first recipient of the American Marketing Association (AMA) Distinguished Marketing Educator Award (1985). Professor Keller is recognized as one of the international leaders in the field of brand and brand studies.
Building Strong Brands 240
Shaping the Market Offerings 324
Conflict, Cooperation and Competition 435 Types of Conflict and Competition 435 Causes of Channel Conflict 436 Managing Channel Conflict 436 Dilution and Cannibalization 438 Legal and Ethical Issues in the Channel.
Communicating Value 474
Creating Successful Long- term Growth 566
Marketing Control 641 Annual Plan Control 641 Profitability Control 642 Efficiency Control 642 Strategic Control 643 The Future of Marketing 643.
What’s New in the 14th Edition
What Is Marketing Management All About?
Internal Marketing – ensures that everyone in the organization embraces appropriate marketing principles, especially senior management. Integrated marketing – which ensures that multiple means of creating, delivering and communicating value are used and combined in the best way.
Student Supplements
To answer these questions, you need to recognize assumptions, evaluate arguments, identify relevant issues, make inferences, spot logical fallacies and recognize similarities between arguments. Knowledge of marketing content gleaned from the text and the class will help you inform the correct issues, but you will still need to exercise critical judgment to get the correct answer.
Marketing Management Cases
Critical Thinking Challenge Question: These questions measure key critical thinking skills through the context of marketing applications.
Marketing Management Video Gallery
Acknowledgments
Alan Au, University of Hong Kong Hiram Barksdale, University of Georgia Boris Becker, Oregon State University Sandy Becker, Rutgers University. Rashi Glazer, University of California, Berkeley Bill Gray, Keller Graduate School of Management Barbara Gross, California State University at Northridge Lewis Hershey, Fayetteville State University.
Philip Kotler
Koen Pauwels, Dartmouth College Lisa Klein Pearo, Cornell University Keith Penney, Webster University Patricia Perry, University of Alabama. Brooks, Jr., Houston Baptist University Sylvain Charlebois, University of Regina Geoffrey da Silva, Temasek Business School Malcolm Goodman, Durham University Torben Hansen, Copenhagen Business School.
Kevin Lane Keller
The election of Barack Obama as the 44th President of the United States was partly attributed to the adoption of new marketing practices. Good marketing is not a coincidence, but the result of careful planning and execution using the most modern tools.
Good marketing is no accident , but a result of careful planning and execution using state-of-the-art tools and
Once it found the employees — who claimed the video was just a gag and the sandwiches were never delivered — the company fired them. The core of the marketing program is the product—the firm's tangible offering to the market, which includes product quality, design, features, and packaging (see Chapter 12).
Marketing Debate
The holistic marketing concept is based on the development, design and implementation of marketing programs, processes and activities that recognize their breadth and interdependence. Holistic marketing recognizes that everything matters in marketing and that a broad, integrated perspective is often necessary.
Marketing Discussion Shifts in Marketing
Marketing management is the art and science of selecting target markets and acquiring, retaining and growing customers by creating, delivering and communicating superior customer value. Four components of holistic marketing are relationship marketing, integrated marketing, internal marketing and socially responsible marketing.
Marketing Excellence
Mobile products include all Google products available for mobile devices. Online products are divided into the following subgroups - advertising (e.g. AdWorks, DoubleClick, Click-to-Call), communications and publishing (e.g. Google Docs, Google Calendar, Google Gadgets, Wave ), development (e.g. Android, Google Code) , mapping (e.g. Google Sky, Google Maps), search (e.g. Google Dictionary, Google Alerts, Google Scholar) and statistics (e.g. Google Trends, Google Analytics) . Taylor, “Google Flex,” Adweek, March 20, 2006, cover; Richard Karpinski, "Keywords Analytics Help Define User Lifetime Value," Advertising Age, April 24, 2006, p.
Key ingredients of the marketing management process are insightful,
DIVERSIFIED GROWTH Diversified growth makes sense when there are good opportunities outside of current businesses – the industry is very attractive and the business has the right combination of business strengths to succeed. Some define it as "the shared experiences, stories, beliefs, and norms that characterize an organization." Wolcott and Inigo Arroniz, “The 12 Different Ways for Companies to Innovate,” MIT Sloan Management Review (Spring 2006), p.
Wolcott and Inigo Arroniz, “The 12 Different Ways Companies Can Innovate,” MIT Sloan Management Review (Spring 2006), p.
Marketing Discussion Marketing Planning
- Executive Summary
- Situation Analysis
- Market Summary
- Market Demographics
- Market Growth
- SWOT Analysis
- Strengths
- Weaknesses
- Opportunities
- Threats
- Competition
- Market Needs
- Market Trends
- Product Offering
- Keys to Success
- Critical Issues
- Marketing Strategy
- Mission
- Marketing Objectives
- Financial Objectives
- Target Markets
- Positioning
- Sales Forecast
- Marketing Program
- Marketing Research
- Financials
- Expense Forecast
- Break-Even Analysis
Now." The international campaign targeted corporate executives and emphasized Cisco's critical role in a complex, technological system using a soft-sell approach. The company has already transformed the Dallas Cowboys, New York Yankees, Kansas City Royals, Toronto Blue Jays and Miami Dolphins stadiums into "the ultimate fan experience" and plans to add more teams to its portfolio. Intel's most recent advertising campaign aimed at improving the company's brand awareness was titled "Sponsors of Tomorrow." The ads emphasized Intel's role in changing the future of technology and took on a humorous tone.
The breakdown of skating participation is as follows: 1+% speed (increasing), 8% hockey (declining), 7% extreme/aggressive (declining), 22% fitness (approximately 7 million—fastest growth), and 61% fun (first time).
Milestones
- Implementation
- Marketing Organization
- Contingency Planning
- Controls
Some firms have marketing information systems that provide detailed information about buyer wants, preferences, and behavior.
Making marketing decisions in a fast-changing world is both an art and a
Analysts can mine the data and gain new insights into neglected customer segments, recent customer trends, and other useful information. Eligible adults constitute the qualified available market: the group of consumers who have interest, income, access, and qualifications for the market offering. A non-expandable market – for example, the market for weekly waste or trash removal – is not much affected by the level of marketing expenditure; the distance between Q1 and Q2 is relatively small.
Organizations selling into a non-expandable market must accept the size of the market – the level of primary demand for the product class – and focus their efforts on gaining a greater market share for their product, that is, a higher level of selective demand for their product.
Marketing Discussion Age Targeting
Microsoft's first significant success occurred in the early 1980s with the creation of the DOS operating system for IBM computers. The company used this initial success with IBM to sell software to other manufacturers, quickly making Microsoft a major player in the industry. Initial advertising efforts focused on communicating the company's product range from DOS to the launch of Excel and Windows—all under a unified "Microsoft" look.
The company focused on how cost-effective PCs were with its software, a message that traveled well into the recession.
Good marketers need insights to help them interpret past performance as
Define the Problem, the Decision Alternatives, and the Research Objectives
A marketing manager who says, "Find out everything you can about the needs of first-class air travelers," will collect a lot of unnecessary information. The marketing manager and the marketing researcher agreed to define the problem as follows: "Will offering an in-flight Internet service create enough incremental preference and profit for American Airlines to justify the cost against other possible investments in service improvements that American might make?" To help design the research, management should first clarify the decisions it may face and then work backwards. An airline that wants to add an in-flight Internet service must conduct careful consumer research. include business class, and possibly economy class.
Some research is descriptive—it seeks to quantify demand, such as how many first-class passengers will buy in-flight Internet service at $25.
Develop the Research Plan
As a result, GE completely reoriented the way it interacted with the companies in the sector. A photo is presented and respondents are asked to make up a story about what they think is happening or could happen in the photo. Should the sampling unit in the American Airlines survey consist only of first-class business travelers, first-class leisure travelers, or both.
Conversely, an increase in brain activity in the right prefrontal cortex is indicative of a strong aversion to the stimulus.
Collect the Information
A company can learn about individuals who visit its website by tracking how they click through the website and navigate to other websites. One estimate says that an online survey can generate 75 to 80 percent of the target response within 48 hours, compared to a telephone survey that can take 70 days to obtain 150 interviews. However, the response rate was poor even though the sample included individuals who were associated with the company.
As a result, the company redeployed its survey in different languages, such as Spanish and German, and the response rate doubled almost overnight.37.
Analyze the Information
Internationally, one of the biggest obstacles to gathering information is the need to achieve consistency.36 Latin American respondents may be uncomfortable with the impersonal nature of the Internet and need interactive elements in a survey so that they feel they are talking to a real person . Respondents in Asia, on the other hand, may feel more pressure to conform and therefore may not be as prominent in focus groups as they are online. Leica Surveying and Engineering When Leica Surveying and Engineering, a global supplier of advanced surveying and measurement equipment, sought to gather competitive intelligence in its industry, it initially implemented surveys only in English because the company's business was typically conducted in English, even in across several different European countries.
Present the Findings
Make the Decision
Despite the rapid growth of market research, many companies still fail to make sufficient or proper use of it.42 They may not understand what all market research is capable of and are failing to provide it. Scientific Method Effective market research uses the principles of the scientific method: careful observation, formulating hypotheses, predicting and testing. It depends on the reliability and validity of the findings and the willingness of management to accept and act on these findings.
Canada's Servus Credit Union used research to validate the effects of the spokesperson for their Young & Free Alberta Spokester program.
Marketing Discussion Survey Quality
After some favorable reviews in trade magazines and an effective print advertising campaign, the company got its first break. From 1995 to 1997, Intuit's stock fell 72 percent and forced the company to refocus its strategic efforts. The company now employs over 8,000 people, primarily in the United States, and is planning to expand internationally.
Intuit believes the expansion of mobile solutions will encourage younger consumers to turn to the company for their financial and tax software.
Today, companies face their toughest competition ever. Moving from a
Morgan and Lopo Leotte Rego, "The Value of Different Customer Satisfaction and Loyalty Metrics in Predicting Business Performance," Marketing Science, 25, no. Andreassen, "Comment on 'The Value of Different Customer Satisfaction and Loyalty Metrics in Predicting Business Performance,'" Marketing Science, 27, no. The 200+ emails sent from the corporate office on a typical Monday were replaced with one – the rest of the information was made available online.
ABC accounting attempts to identify the actual costs associated with serving each customer—the cost of products and services based on the resources they consume.
Marketing Discussion Using CLV
Tesco's customer-centric strategies, reinforced by the Clubcard, helped Tesco achieve even greater success than in the early 1990s. That year the company sold more CDs than Virgin Megastores and its Cherokee clothing line was the fastest growing brand in the UK. In 2005, the company had a 35 percent share of supermarket spending in Britain, almost twice that of its nearest competitor, and a 14 percent share of total retail sales.
The company has used the same customer-centric strategies that worked in the UK to expand into these new markets.
The aim of marketing is to meet and satisfy target customers’ needs and
Successful marketing requires that companies
The availability heuristic—Consumers base their predictions on the quickness and ease with which a particular example of an outcome comes to mind. If an example comes to mind too
Representativeness Heuristic – Consumers base their predictions on how representative or similar the outcome is to other cases. Sources: Dan Ariely, Predictably Irrational (New York: Harper Collins, 2008; Dan Ariely, “The Curious Paradox of Optimism Bias,” BusinessWeek, August 24-31, 2009, pp. Anchoring and Adaptation Heuristics—Consumers Make Initial Judgments and then adjust it based on additional information.
University of Chicago professors Richard Thaler and Cass Sunstein show how marketers can influence consumer decision-making through what they call the choice architecture—the environment in which decisions are structured and purchase choices are made.
