Principles of Marketing, 18th Edition by Philip Kotler, Gary TEST BANK

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Test Bank for Principles of Marketing, 18E, 18th Edition by Philip Kotler,Gary Armstrong TEST BANK ISBN-13: 9780135766606 FULL CHAPTERS INCLUDED Part 1: Defining Marketing and the Marketing Pro... cess (Chapters 1–2) 1 Marketing Creating Customer Value and Engagement Objectives Outline Chapter Preview AMAZON: Obsessed with Creating Customer Value, Engagement, and Relationships 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 Preparing an Integrated Marketing Plan and Program Managing Customer Relationships and Capturing Customer Value Engaging Customers and Managing Customer Relationships Customer Relationship Management Customer Engagement and Today’s Digital, Mobile, 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 The Changing Marketing Landscape The Digital Age: Online, Mobile, and Social Media Marketing Social Media Marketing Mobile Marketing Big Data and Artificial Intelligence (AI) 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 Developing Skills for Your Career Reviewing and Extending the Concepts Objectives Review Key Terms OBJECTIVE 1-1 OBJECTIVE 1-2 OBJECTIVE 1-3 OBJECTIVE 1-4 OBJECTIVE 1-5 Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing Fionamania Marketing Ethics Patagonia—Saving Our Home Planet Marketing by the Numbers Gillette Trying to Shave Off Competition Company Case Buffalo Wild Wings: Fueling the Sports Fan Experience Powering Growth When Life Gives You Lemons, Make Lemon Pepper Chicken Wings What Goes Up . . . Questions for Discussion 2 Company and Marketing Strategy Partnering to Build Customer Engagement, Value, and Relationships Objectives Outline Chapter Preview NIKE: Building Customer Value through Brand Engagement and Community 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 Reviewing and Extending the Concepts Objectives Review Key Terms OBJECTIVE 2-1 OBJECTIVE 2-2 OBJECTIVE 2-3 OBJECTIVE 2-4 OBJECTIVE 2-5 Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing Lush UK Abandons Social Media Marketing Ethics Creating Value or Distracting Consumers? Marketing by the Numbers Facebook versus Google Company Case Dyson: Solving Customer Problems in Ways They Never Imagined The Man behind the Name The Dyson Method The Next Big Thing Questions for Discussion Part 2: Understanding the Marketplace and Consumer Value (Chapters 3–6) 3 Analyzing the Marketing Environment Objectives Outline Chapter Preview MICROSOFT: Adapting to the Fast-Changing Marketing Environment 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 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 The Cultural Environment The Persistence of Cultural Values Shifts in Secondary Cultural Values Responding to the Marketing Environment Reviewing and Extending the Concepts Objectives Review Key Terms OBJECTIVE 3-1 OBJECTIVE 3-2 OBJECTIVE 3-3 OBJECTIVE 3-4 Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing #MeToo Marketing Ethics Echo Dot Kids Edition Marketing by the Numbers An Aging America Company Case Square: In Relentless Pursuit of a More Elegant Payment Experience The World before Square The Dongle That Changed Everything Continuous Innovation Beyond Exciting Hardware Questions for Discussion 4 Managing Marketing Information to Gain Customer Insights Objectives Outline Chapter Preview P&G: Customer Insights and Creating Irresistibly Superior Experiences 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 Traditional Marketing Research in Transition Defining the Problem and Research Objectives Developing the Research Plan Gathering Secondary Data Primary Data Collection Research Approaches Contact Methods Sampling Plan Research Instruments Implementing the Research Plan Interpreting and Reporting the Findings Analyzing and Using Marketing Information Customer Relationship Management (CRM) Big Data, Marketing Analytics, and Artificial Intelligence 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 Consumer Data Security and Protection Misuse of Research Findings Reviewing and Extending the Concepts Objectives Review Key Terms OBJECTIVE 4-1 OBJECTIVE 4-2 OBJECTIVE 4-3 OBJECTIVE 4-4 Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing The Trail You Leave Behind Marketing Ethics WeChat Marketing by the Numbers Descriptive Statistics Company Case Qualtrics: Managing the Complete Customer Experience Pioneering the Online Survey Experience Management—the Pioneering Continues AI Comes to Experience Management Questions for Discussion 5 Consumer Markets and Buyer Behavior Objectives Outline Chapter Preview SHINOLA: Nobody’s Confusing Sh*t with Shinola Anymore Model of Consumer Behavior Characteristics Affecting Consumer Behavior Cultural Factors Culture Subculture Total Marketing Strategy Social Class Social Factors Groups, Social Networks, and Influencer Marketing 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 Customer Journey The Buyer Decision Process for New Products Stages in the Adoption Process Individual Differences in Innovativeness Influence of Product Characteristics on Rate of Adoption Reviewing and Extending the Concepts Objectives Review Key Terms OBJECTIVE 5-1 OBJECTIVE 5-2 OBJECTIVE 5-3 OBJECTIVE 5-4 Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing Digital Influencer Credibility Marketing Ethics Cashless Pizza Restaurant Marketing by the Numbers Evaluating Alternatives Company Case Kraft Heinz: Once a Taste Maker Now Struggles as Consumer Tastes Change The Men behind the Brands A New Kind of Food Consumer Turning the Tables Questions for Discussion 6 Business Markets and Business Buyer Behavior Objectives Outline Chapter Preview LINKEDIN: The Place to Be for B-to-B 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 Reviewing and Extending the Concepts Objectives Review Key Terms OBJECTIVE 6-1 OBJECTIVE 6-2 OBJECTIVE 6-3 OBJECTIVE 6-4 OBJECTIVE 6-5 Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing E-procurement and Mobile Procurement Marketing Ethics Big Tech for Military Activities Marketing by the Numbers From Gaming to Public Safety Company Case Shopify: An E-commerce Giant That Doesn’t Sell to End Users From Snowboards to Startups The Anti-Amazon A Big Boost from Lipstick 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 Customers Objectives Outline Chapter Preview P&G: Competing with Itself—and Winning Marketing Strategy Market Segmentation Segmenting Consumer Markets Geographic Segmentation Demographic Segmentation Psychographic Segmentation Behavioral Segmentation 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 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 Selecting an Overall Positioning Strategy Developing a Positioning Statement Communicating and Delivering the Chosen Position Reviewing and Extending the Concepts Objectives Review Key Terms OBJECTIVE 7-1 OBJECTIVE 7-2 OBJECTIVE 7-3 OBJECTIVE 7-4 Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing Influence Not Accepted as Payment Marketing Ethics Allegiant Airlines: Value Creation or Flying Public at Risk? Marketing by the Numbers See the Clot, Bust the Clot, Save a Life Company Case 5-Hour Energy: Hours of Energy without the Beverage Discovering an Unmet Need Profile of an Unfulfilled Customer Positioning through the Marketing Mix Questions for Discussion 8 Products, Services, and Brands Building Customer Value Objectives Outline Chapter Preview STARBUCKS: Delivering the “Starbucks Experience” 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 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 Brand Development Managing Brands Reviewing and Extending the Concepts Objectives Review Key Terms OBJECTIVE 8-1 OBJECTIVE 8-2 OBJECTIVE 8-3 OBJECTIVE 8-4 Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing Engaging Rival Brand Fans Marketing Ethics Permission to Unlock? Amazon In-Home/In-Car Delivery Service Marketing by the Numbers Diet Coke with Fiber Company Case MINI: Focus on the Essential—Maximize the Experience A Classic Is Born Redesigning an Iconic Brand The Soul of the Brand Lives On Questions for Discussion 9 Developing New Products and Managing the Product Life Cycle Objectives Outline Chapter Preview GOOGLE (...er, Alphabet): The New Product Moonshot Factory 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 Reviewing and Extending the Concepts Objectives Review Key Terms OBJECTIVE 9-1 OBJECTIVE 9-2 OBJECTIVE 9-3 Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing Share the Robot Vacuum Love Marketing Ethics Autonomous Autos Marketing by the Numbers Taking It on the Road Company Case Bose: Better Products by Focusing on the Product The Bose Philosophy Innovating the Bose Way Questions for Discussion 10 Pricing Understanding and Capturing Customer Value Objectives Outline Chapter Preview APPLE: Premium Priced and Worth It? What Is 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 Reviewing and Extending the Concepts Objectives Review Key Terms OBJECTIVE 10-1 OBJECTIVE 10-2 OBJECTIVE 10-3 Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing Online Price Tracking Marketing Ethics Hidden Cities Marketing by the Numbers Rock Bottom Promotional Pricing Company Case Gillette: Searching for the Right Price in a Volatile Market More Is Better The Law of Diminishing Returns Gillette Fights Back Questions for Discussion 11 Pricing Strategies Additional Considerations Objectives Outline Chapter Preview PELOTON: Premium Priced. But’s It’s Not about the Price 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 Personalized 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 Reviewing and Extending the Concepts Objectives Review Key Terms OBJECTIVE 11-1 OBJECTIVE 11-2 OBJECTIVE 11-3 Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing Krazy Coupon Lady Marketing Ethics Pink Tax Marketing by the Numbers Lose Some Customers, Be Better Off? Company Case Casper: A Pricing Strategy That Flipped the Mattress Industry An Industry Begging for DTC An Unexpected Reaction Success Draws Competition Questions for Discussion 12 Marketing Channels Delivering Customer Value Objectives Outline Chapter Preview NETFLIX: Finding the Future by Abandoning the Past 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 Reviewing and Extending the Concepts Objectives Review Key Terms OBJECTIVE 12-1 OBJECTIVE 12-2 OBJECTIVE 12-3 OBJECTIVE 12-4 OBJECTIVE 12-5 Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing Petco’s Partnership with Shipt Marketing Ethics Single-Pilot Cargo Planes? Marketing by the Numbers Drinking from the Source Company Case Target: A Serious Contender in the Same-Day Delivery Business A New Way to Deliver Groceries Why Partner When You Can Buy? In the Race or Out in Front? Questions for Discussion 13 Retailing and Wholesaling Objectives Outline Chapter Preview WALMART: A Battle between Titans in the New World of Retail Retailing Retailing: Connecting Brands with Consumers The Shifting Retailing Model Types of Store Retailers Amount of Service Product Line Relative Prices Organizational Approach Omni-Channel Retailing: Blending In-Store, Online, Mobile, and Social Media Channels 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 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 Reviewing and Extending the Concepts Objectives Review Key Terms OBJECTIVE 13-1 OBJECTIVE 13-3 OBJECTIVE 13-5 Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing Kohl’s Courts Millennials with Merchandise Curated by Social Media Influencers Marketing Ethics Embracing What’s Good at Costco Marketing by the Numbers Grocery Stores Offering Meal Kits Company Case Ulta Beauty: Where the Experience Is Beautiful Strengthening Its Competitive Advantage The Power of Rewards Questions for Discussion 14 Engaging Consumers and Communicating Customer Value Integrated Marketing Communications Strategy Objectives Outline Chapter Preview BURGER KING: Anything but Traditional Integrated Marketing Communications 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 Choosing Communication Channels and Media 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 Promotion Mix Strategies Integrating the Promotion Mix Socially Responsible Marketing Communication Advertising and Sales Promotion Personal Selling Reviewing and Extending the Concepts Objectives Review Key Terms OBJECTIVE 14-1 OBJECTIVE 14-2 OBJECTIVE 14-3 OBJECTIVE 14-4 Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing “Buy a Lady a Drink” Marketing Ethics Communicating Brand Purpose without Boasting Marketing by the Numbers Never-Ending Cola War Company Case LinkedIn: Crushing the White-Collar Stereotype with IMC Developing the Message Executing the Theme The Impact of Storytelling Questions for Discussion 15 Advertising and Public Relations Objectives Outline Chapter Preview SNICKERS: “You’re Not You When You’re Hungry” Advertising Major Advertising Decisions Setting Advertising Objectives Setting the Advertising Budget Developing Advertising Strategy Creating the Advertising Message and Brand Content Selecting Advertising Media 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 Reviewing and Extending the Concepts Objectives Review Key Terms OBJECTIVE 15-1 OBJECTIVE 15-2 OBJECTIVE 15-3 Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing Plum Organics: Patenting Unfiltered Marketing Ethics Burger King’s Real Meals Marketing by the Numbers Advertising Costs 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 Objectives Outline Chapter Preview SALESFORCE: You Need a Great Sales Force to Sell Salesforce 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 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 Reviewing and Extending the Concepts Objectives Review Key Terms OBJECTIVE 16-1 OBJECTIVE 16-2 OBJECTIVE 16-3 OBJECTIVE 16-4 Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing Innovation Lab at a Trade Show Marketing Ethics Using Pharmaceutical Sales Strategies to Promote Cost-Effective Drugs Marketing by the Numbers Buy One, Get Something Free! Company Case Procter & Gamble: Selling through Customer Business Development The Core Competency of Customer Business Development The True Advantage It’s Better to Give . . . Then to Receive Questions for Discussion 17 Direct, Online, Social Media, and Mobile Marketing Objectives outline Chapter Preview COCA-COLA: Making the Brand a Part of the Customer’s Story 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 in 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 Reviewing and Extending the Concepts Objectives Review Key Terms OBJECTIVE 17-1 OBJECTIVE 17-2 OBJECTIVE 17-3 OBJECTIVE 17-4 OBJECTIVE 17-5 Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing Positioning QVC to Compete Marketing Ethics Home Hub Paranoia Marketing by the Numbers Uniqlo’s Digital Marketing Campaigns Company Case OfferUp: A Mobile Solution for the Mobile Era A Different Kind of Marketplace From Mobile App to Mobile Marketer Questions for Discussion Part 4: Extending Marketing (Chapters 18–20) 18 Creating Competitive Advantage Objectives outline Chapter Preview NORDSTROM: Taking Care of Customers No Matter What It Takes 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 Reviewing and Extending the Concepts Objectives Review Key Terms OBJECTIVE 18-1 OBJECTIVE 18-2 OBJECTIVE 18-3 Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing Can Social Media Raise Awareness of Uniqlo in the United States? Marketing Ethics Is Ugly Produce a True Food Waste Solution? Marketing by the Numbers Changing Numbers in the Smartphone Market Company Case Nokia: Finding Strength by Abandoning its Core Business A History of Transformation Taking a Gamble on Reinvention Questions for Discussion 19 The Global Marketplace Objectives Outline Chapter Preview L’ORÉAL: “Beauty for All. Beauty for Each Individual.” Global Marketing Today Elements of the Global Marketing Environment The International Trade System Economic Environment Political-Legal Environment Cultural Environment 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 Reviewing and Extending the Concepts Chapter Review and Critical Thinking Objectives Review Key Terms OBJECTIVE 19-1 OBJECTIVE 19-2 OBJECTIVE 19-3 Discussion Questions Critical Thinking Exercises Applications and Cases Online, Mobile, and Social Media Marketing Tinder Is an International Sensation Marketing Ethics Unlicensed and Counterfeit Products Marketing by the Numbers Peloton Pedals to the UK Company Case 7-Eleven: Adapting to the World’s Many Cultures It All Started with Ice Japan Perfects a U.S. Invention The Indonesian Anomaly Questions for Discussion 20 Sustainable Marketing Social Responsibility and Ethics Objectives outline Chapter Preview UNILEVER: Creating a Better Future Every Day 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 [Show More]

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