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lOMoARcPSD|2668334 summary principles of marketing 19th global edition 2023 kotler keller all chapters Table of Contents 1Marketing in a Changing World............................................................................................................................5 1.1Marketing Model – Core concepts............................................................................................................................5 1.2Marketing management.............................................................................................................................................7 1.3Marketing concepts...................................................................................................................................................8 1.4Challenges in the new connected millennium...........................................................................................................9 2Strategic Planning and the Marketing Process.....................................................................................................9 2.1Strategic planning process.........................................................................................................................................9 2.2Marketing process...................................................................................................................................................12 3The Marketing Environment................................................................................................................................15 3.1Overview.................................................................................................................................................................15 3.2Microenvironment...................................................................................................................................................15 3.3Macroenvironment...................................................................................................................................................16 3.4Responding to marketing environment....................................................................................................................19 4Marketing Research and Information Systems..................................................................................................20 4.1General....................................................................................................................................................................20 4.2Marketing information system (MIS)......................................................................................................................20 4.3Marketing research process.....................................................................................................................................21 4.4Other marketing research considerations.................................................................................................................24 5Consumer Markets and Consumer BuyerBehavior...........................................................................................25 5.1Model of consumer behavior...................................................................................................................................25 5.2Characteristics affecting consumer behavior...........................................................................................................25 5.3Types of buying decision behavior..........................................................................................................................29 5.4The buyer decision process.....................................................................................................................................30 5.5The buyer decision process for new products.........................................................................................................30 5.6Consumer behavior across international borders....................................................................................................31 6Business Markets and Business BuyerBehavior.................................................................................................31 6.1Overview.................................................................................................................................................................31 6.2Business buyer behavior..........................................................................................................................................32 6.3Institutional and government markets.....................................................................................................................34 7Market Segmentation, Targeting, andPositioning for Competitive Advantage..............................................35 7.1Overview.................................................................................................................................................................35 7.2Market Segmentation...............................................................................................................................................36 7.3Market targeting......................................................................................................................................................38 7.4Positioning for competitive advantage....................................................................................................................39 8Product and Services Strategy..............................................................................................................................42 8.1What is a product?...................................................................................................................................................42 8.2Product classifications.............................................................................................................................................43 8.3Individual product decisions....................................................................................................................................46 8.4Product line decisions..............................................................................................................................................50 8.5Product mix decisions..............................................................................................................................................50 8.6Services marketing..................................................................................................................................................51 8.7International product and services marketing..........................................................................................................52 9New-Product Development and Product LifeCycle Strategies.........................................................................52 9.1New product development strategy.........................................................................................................................52 9.2Product life-cycle strategies.....................................................................................................................................55
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lOMoARcPSD|2668334 summary principles of marketing 19th global edition 2023 kotler keller all chapters 10Pricing Products: Pricing Considerations andApproaches.............................................................................59 10.1Introduction............................................................................................................................................................59 10.2Factors to consider when setting prices.................................................................................................................59 10.3General pricing approaches...................................................................................................................................62 11Pricing Products: Pricing Strategies..................................................................................................................64 11.1New-product pricing strategies..............................................................................................................................64 11.2Product mix pricing strategies...............................................................................................................................64 11.3Price adjustment strategies....................................................................................................................................65 11.4Price changes.........................................................................................................................................................68 11.5Public policy and pricing.......................................................................................................................................70 12Distribution Channels and LogisticsManagement............................................................................................71 12.1The nature of distribution channels.......................................................................................................................71 12.2Channel behavior and organization.......................................................................................................................72 12.3Channel design decisions.......................................................................................................................................74 12.4Channel management decisions.............................................................................................................................75 12.5Public policy and distribution decisions................................................................................................................76 12.6Physical distribution and logistics management....................................................................................................77 13Retailing and wholesaling....................................................................................................................................80 13.1Retailing.................................................................................................................................................................80 13.2Retailer marketing decisions.................................................................................................................................83 13.3The future of retailing............................................................................................................................................84 13.4Wholesaling...........................................................................................................................................................85 13.5Wholesaler marketing decisions............................................................................................................................86 13.6Trends in wholesaling............................................................................................................................................87 14Integrated marketing communicationsstrategy................................................................................................87 14.1The marketing communications mix.....................................................................................................................87 14.2Integrated marketing communications...................................................................................................................88 14.3A view of the communication process..................................................................................................................89 14.4Steps in developing effective communication.......................................................................................................89 14.5Setting the total promotion budget and mix..........................................................................................................93 14.6Socially responsible marketing communication....................................................................................................95 15Advertising, sales promotions, and publicrelations..........................................................................................96 15.1Advertising............................................................................................................................................................96 15.2Sales promotion...................................................................................................................................................100 15.3Public relations....................................................................................................................................................102 16Personal selling and sales management...........................................................................................................104 16.1Role of personal selling.......................................................................................................................................104 16.2Managing the sales force.....................................................................................................................................104 16.3Principles of personal selling...............................................................................................................................106 17Direct and online marketing: the newmarketing model................................................................................109 17.1What is direct marketing?....................................................................................................................................109 17.2Benefits and growth of direct marketing.............................................................................................................109 17.3Customer databases and direct marketing...........................................................................................................110 17.4Forms of direct marketing...................................................................................................................................110 17.5Online marketing and electronic commerce........................................................................................................111 17.6Integrated direct marketing..................................................................................................................................113 17.7Public policy and ethical issues in direct marketing............................................................................................113
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summary principles of marketing 19th global edition 2023 kotler keller all chapters 18Competitive strategies........................................................................................................................................114 18.1Customer relationship marketing.........................................................................................................................114 18.2Competitive marketing strategies........................................................................................................................117 18.3Balancing customer and competitor orientations.................................................................................................120 19The global marketplace.....................................................................................................................................120 19.1Global marketing in the twenty-first century......................................................................................................120 19.2Looking at the global marketing environment.....................................................................................................121 19.3Deciding whether to go international...................................................................................................................122 19.4Deciding which markets to enter.........................................................................................................................123 19.5Deciding how to enter the market........................................................................................................................123 19.6Deciding on the global marketing program.........................................................................................................123 19.7Deciding on the global marketing organization...................................................................................................124 20Marketing and society: social responsibilitiesand marketing ethics............................................................125 20.1Social criticisms of marketing.............................................................................................................................125 20.2Citizen and public actions to regulate marketing................................................................................................125 20.3Business actions toward socially responsiblemarketing......................................................................................126
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