Transcript
Page 1: An IntroductioEleventnh Edition r Global Edition - GBV · Market Segmentation 193 Segmenting Consumer Markets 193 Marketing at Work 6.1: Mobinil: Targeting the Mobile Telecommunications

An Introduction Eleventh Edition

Global Editionr

errGARY ARMSTRONGUniversity of NorthXarolina

PHILIP KOTLERNorthwestern University

Boston Columbus Indianapolis New York San FranciscoUpper Saddle River Amsterdam Cape Town Dubai LondonMadrid Milan Munich Paris Montreal Toronto Delhi Mexico CitySao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo

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ContentsPreface 21 %

Acknowledgments 26

IT1 • DEFINING MARKETING AND THE MARKETING PROCESS 30

Marketing: Creating and Capturing Customer Value 30

CHAPTER ROAD MAP 30

Objective Outline 30 • Previewing the Concepts 30 • First Stop: FlyDubai 31

What Is Marketing? 33

Marketing Defined 33 • The Marketing Process 33

Understanding the Marketplace and Customer Needs 34

Customer Needs, Wants, and Demands 34 • Market Offerings—Products, Services, andExperiences 34 • Customer Value and Satisfaction 35 • Exchanges and Relationships 35 • Markets 36

Designing a Customer-Driven Marketing Strategy 37

Selecting Customers to Serve 37 • Choosing a Value Proposition 37 • Marketing Management^ Orientations 37 ,,

Preparing an Integrated Marketing Plan and Program 40

Building Customer Relationships 41

Customer Relationship Management 41

Marketing at Work 1.1: Customer Relationship Management at AWT, Abu Dhabi,United Arab Emirates (UAE) 43

The Changing Nature of Customer Relationships 45 • Partner Relationship Management 48

Capturing Value from Customers 48

Creating Customer Loyalty and Retention 48 • Growing Share of Customer 49 • Building CustomerEquity 50

The Changing Marketing Landscape 51

The Changing Economic Environment 52

Marketing at Work 1.2: An Era of Austerity—The Thrifty Route in Fashion 53

The Digital Age 54 • The Growth of Not-for-Profit Marketing 55 • RapidGlobalization 56 • Sustainable Marketing—The Call for More Social Responsibility 56

So, What Is Marketing? Pulling It All Together 57

REST STOP: REVIEWING THE CONCEPTS 59

CHAPTER REVIEW AND KEY TERMS • Objectives Review 59 • Key Terms 60 • DISCUSSIONAND CRITICAL THINKING • Discussion Questions 61 • Critical ThinkingExercises 61 • MINICASES AND APPLICATIONS • Marketing Technology 61 • MarketingEthics 62 • Marketing by the Numbers 62 • Video Case 62 • Company Cases 63

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/ Company and Marketing Strategy: Partnering to Build CustomerRelationships 64

CHAPTER ROAD MAP 64 "

Objective Outline 64 • Previewing the Concepts 64 • First Stop: McDonald's 65 \ ^

Company-Wide Strategic Planning: Defining Marketing's Role 66

Defining a Market-Oriented Mission 67 • Setting Company Objectives and Goals 68

Designing the Business Portfolio 69

Analyzing the Current Business Portfolio 69

Marketing at Work 2.1: Singapore Airlines: Going the Extra Mile in Strategic Planning 70

Developing Strategies for Growth and Downsizing 73

Planning Marketing: Partnering to Build Customer Relationships 74

Partnering with Other Company Departments 75 • Partnering with Others in the Marketing System 76

Marketing Strategy and the Marketing Mix 76

Customer-Driven Marketing Strategy 77

Marketing at Work 2.2: Nicher Allegiant Air: "Going Where They Ain't" 79 /

Developing an Integrated Marketing Mix 80

Managing the Marketing Effort 82

Marketing Analysis 82 • Marketing Planning 83 • Marketing Implementation 83 • MarketingDepartment Organization 84 • Marketing Control 85

Measuring and Managing Return on Marketing Investment 86

* REST STOP: REVIEWING THE CONCEPTS 88

CHAPTER REVIEW AND KEY TERMS • Objectives Review 88 • Key Terms 89 • DISCUSSIONAND CRITICAL THINKING • Discussion Questions 89 • Critical ThinkingExercises 89 • MINICASES AND APPLICATIONS • Marketing Technology 90 • MarketingEthics 90 • Marketing by the Numbers 90 • Video Case 91 • Company Cases 91

PMTT 2 > UNDERSTANDING THE MARKETPLACE AND CONSUMERS 92

3) Analyzing the Marketing Environment 92

CHAPTER ROAD MAP 92

Objective Outline 92 • Previewing the Concepts 92 • First Stop: YouTube 93

The Microenvironment 95

The Company 95 • Suppliers 95 • MarketingIntermediaries 96 • Competitors 96 • Publics 97 • Customers 97

The Macroenvironment 98

The Demographic Environment 98 • The Economic Environment 104 • The Natural"Environment 105 • The Technological Environment 107 • The Political and Social Environment 108The Cultural Environment 111

Marketing at Work 3.1: Spearheading Environmental Responsibility: "Masdar" 112

Responding to the Marketing Environment 116

Marketing at Work 3.2: When the Dialog Gets Nasty: Turning Negatives into Positives 117

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REST STOP: REVIEWING THE CONCEPTS 118

CHAPTER REVIEW AND KEY TERMS • Objectives Review 118 • Key Terms 119 • DISCUSSIONAND CRITICAL THINKING • Discussion Questions 120 • Critical ThinkingExercises 120 • MINICASES AND APPLICATIONS • Marketing Technology 120 • MarketingEthics 121 • Marketing by the Numbers 121 • Video Case 12P* Company Cases 121

A Managing Marketing Information to Gain \Customer Insights 122 •

CHAPTER ROAD MAP 122

Objective Outline 122 • Previewing the Concepts 122 • First Stop: Protrac 123

Marketing Information and Customer Insights 124

Assessing Marketing Information Needs 125

Developing Marketing Information 126Internal Data 126 • Competitive Marketing Intelligence 127

Marketing Research 128

Defining the Problem and Research Objectives 129 • Developing the Research Plan 129 • GatheringSecondary Data 130 • Primary Data Collection 131

Marketing at Work 4.1: Ethnographic Research: Watching What Consumers Really Do 132

Marketing at Work 4.2: Listening Online: The Web Knows What You Want 139

Implementing the Research Plan 142 • Interpreting and Reporting the Findings 142

Analyzing and Using Marketing Information 143

Customer Relationship Management 143 • Distributing and Using Marketing Information 144: Other Marketing Information Considerations 145

Marketing Research in Small Businesses and Nonprofit Organizations 145 • International MarketingResearch 146 • Public Policy and Ethics in Marketing Research 148

REST STOP: REVIEWING THE CONCEPTS 150

CHAPTER REVIEW AND KEY TERMS • Objectives Review 150 • Key Terms 151 • DISCUSSIONAND CRITICAL THINKING • Discussion Questions 151 • Critical ThinkingExercises 151 • MINICASES AND APPLICATIONS • Marketing Technology 152 • MarketingEthics 152 • Marketing by the Numbers 153 • Video Case 153 • Company Cases 153

R Understanding Consumer and Business Buyer Behavior 154

CHAPTER ROAD MAP 154

Objective Outline 154 • Previewing the Concepts 154 • First Stop: Apple 155

Consumer Markets and Consumer Buyer Behavior 156

Model of Consumer Behavior 156 • Characteristics Affecting Consumer Behavior 157

Marketing at Work 5.1: CSL 1010: Moving Forward with New Consumers 162

The Buyer Decision Process 170

Need Recognition 170 • Information Search 170 • Evaluation of Alternatives 171 • PurchaseDecision 172 • Postpurchase Behavior 172

The Buyer Decision Process for New Products 173

Stages in the Adoption Process 173 • Individual Differences in Innovativeness 174 • Influence ofProduct Characteristics on Rate of Adoption 174

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Business Markets and Business Buyer Behavior 175

Business Markets 176 • Business Buyer Behavior 177 \

Marketing at Work 5.2: Dow Performance Plastics: "If You Win, We Win" 178

REST STOP: REVIEWING THE CONCEPTS 185

CHAPTER REVIEW AND KEY TERMS • Objectives Review 185 • Key Terms 187, • DISCUSSIONAND CRITICAL THINKING • Discussion Questions 187 • Critical Thinking \Exercises 187 • MINICASES AND APPLICATIONS • Marketing Technology 188 • MarketingEthics 188 • Marketing by the Numbers 188 • Video Case 189 • Company Cases 189*

• DESIGNING A CUSTOMER-DRIVEN STRATEGYAND MIX 190

J\ Customer-Driven Marketing Strategy: Creating Valuefor Target Customers 190

CHAPTER ROAD MAP 190

Objective Outline 190 • Previewing the Concepts 190 • First Stop: Air Arabia 191

Market Segmentation 193

Segmenting Consumer Markets 193

Marketing at Work 6.1: Mobinil: Targeting the Mobile Telecommunications Market 196

Segmenting Business Markets 200 • Segmenting International Markets 201 • Requirements forEffective Segmentation 202

Market Targeting 202

Evaluating Market Segments 202 • Selecting Target Market Segments 203

Marketing at Work 6.2: Location-Based Micromarketing Equals Macro Opportunities 206

Differentiation and Positioning 210

Positioning Maps 211 • Choosing a Differentiation and Positioning Strategy 211 • Communicating andDelivering the Chosen Position 216

REST STOP: REVIEWING THE CONCEPTS 217

CHAPTER REVIEW AND KEY TERMS • Objectives Review 217 • Key Terms 218 • DISCUSSIONAND CRITICAL THINKING • Discussion Questions 219 • Critical ThinkingExercises 219 • MINICASES AND APPLICATIONS • Marketing Technology 219 • MarketingEthics 220 • Marketing by the Numbers 220 • Video Case 220 • Company Cases 221

I# Products, Services, and Brands: Building Customer Value 222

CHAPTER ROAD MAP 222

Objective Outline 222 • Previewing the Concepts 222 • First Stop: Emirates Airlines 223

What Is a Product? 224

Products, Services, and Experiences 225 • Levels of Product and Services 225 • Product and ServiceClassifications 226 :

Product and Service Decisions 229

Individual Product and Service Decisions 229 • Product Line Decisions 234 • Product MixDecisions 235

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Services Marketing 236

The Nature and Characteristics of a Service 236 • Marketing Strategies for Service Firms 238

Marketing at Work 7.1: Zappos.com: Taking Care of Those Who Take Care of Customers 239

Branding Strategy: Building Strong Brands ^243

Brand Equity 243 • Building Strong Brands 244 ~

Marketing at Work 7.2: Thrifty Times Are Good Times for Store Brands. But What's ̂ National Brandto Do? 247

Managing Brands 251

REST STOP: REVIEWING THE CONCEPTS 252

CHAPTER REVIEW AND KEY TERMS • Objectives Review 252 • Key Terms 253 • DISCUSSIONAND CRITICAL THINKING • Discussion Questions 253 • Critical ThinkingExercises 253 • MINICASES AND APPLICATIONS • Marketing Technology 254 • MarketingEthics 254 • Marketing by the Numbers 254 • Video Case 255 • Company Cases 255

M Developing New Products and Managingthe Product Life Cycle 256

CHAPTER ROAD MAP 256

Objective Outline 256 • Previewing the Concepts 256 • First Stop: Google 257

New-Product Development Strategy 258

The New-Product Development Process 259Idea Generation 259 • Idea Screening 262 • Concept Development and Testing 262 • MarketingStrategy Development 263 • Business Analysis 264 • Product Development 264 • TestMarketing 265 • Commercialization 266

Managing New-Product Development 266

Customer-Centered New-Product Development 266 • Team-Based New-ProductDevelopment 267 • Systematic New-Product Development 267

Marketing at Work 8.1: LEGO Group: Building Customer Relationships, Brick by Brick 268

New-Product Development in Turbulent Times 269

Product Life-Cycle Strategies 270

Introduction Stage 272 • Growth Stage 272 • Maturity Stage 273

Marketing at Work 8.2: Swatch: New Times for Swiss Watchmaking 274

Decline Stage 275

Additional Product and Service Considerations 276

Product Decisions and Social Responsibility 276 • International Product and Services Marketing 277

REST STOP: REVIEWING THE CONCEPTS 278

CHAPTER REVIEW AND KEY TERMS • Objectives Review 278 • Key Terms 279 • DISCUSSIONAND CRITICAL THINKING • Discussion Questions 280 • Critical ThinkingExercises 280 • MINICASES AND APPLICATIONS • Marketing Technology 280 • MarketingEthics 280 • Marketing by the Numbers 281 • Video Case 281 • Company Cases 281

Pricing: Understanding and Capturing Customer Value 282

CHAPTER ROAD MAP 282

Objective Outline 282 • Previewing the Concepts 282 • First Stop: STC vs. Mobily vs. Zain 283

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What Is a Price? 285

Major Pricing Strategies 285

Customer Value-Based Pricing 286 • Cost-Based Pricing 288

Marketing at Work 9.1: Panera Bread Company: It's Not about LoW'Prices 289

Competition-Based Pricing 291 ~* X

Other Internal and External Considerations Affecting Price Decisions 292 V

Overall Marketing Strategy, Objectives, and Mix 292 • Organizational Considerations 293 • The Marketand Demand 294 • The Economy 295 • Other External Factors 296

Marketing at Work 9.2: Whole Foods Market: Price and Value in a Tighter Economy 297

New-Product Pricing Strategies 298

Market-Skimming Pricing 298 • Market-Penetration Pricing 299

Product Mix Pricing Strategies 299

Product Line Pricing 300 • Optional Product Pricing 300 • Captive Product Pricing 301 • By-ProductPricing 301 • Product Bundle Pricing 302

Price Adjustment Strategies 302

Discount and Allowance Pricing 302 • Segmented Pricing 303 • Psychological Pricing 303 • PromotionalPricing 304 • Geographical Pricing 305 • Dynamic Pricing 306 • International Pricing 307

Price Changes 308

Initiating Price Changes 308 • Responding to Price Changes 309

Public Policy and Pricing 311

Pricing within Channel Levels 312 • Pricing across Channel Levels 312

REST STOP: REVIEWING THE CONCEPTS 313

v CHAPTER REVIEW AND KEY TERMS • Objectives Review 313 • Key Terms 315 • DISCUSSIONAND CRITICAL THINKING • Discussion Questions 315 • Critical ThinkingExercises 315 • MINICASES AND APPLICATIONS • Marketing Technology 316 • MarketingEthics 316 • Marketing by the Numbers 316 • Video Case 317 • Company Cases 317

Marketing Channels: Delivering Customer Value 318

CHAPTER ROAD MAP 318

Objective Outline 318 • Previewing the Concepts 318 • First Stop: Enterprise 319

Supply Chains and the Value Delivery Network 320

The Nature and Importance of Marketing Channels 321 —How Channel Members Add Value 322 • Number of Channel Levels 323

Channel Behavior and Organization 324

Channel Behavior 324 • Vertical Marketing Systems 325 • Horizontal MarketingSystems 327 • Multichannel Distribution Systems 328 • Changing Channel Organization 329

Marketing at Work 10.1: Netflix: Disintermediate or Be Disintermediated 330

Channel Design Decisions 331

Analyzing Consumer Needs 332 • Setting Channel Objectives 332 • Identifying MajorAlternatives 333 • Evaluating the Major Alternatives 334 • Designing International DistributionChannels 334

Channel Management Decisions 335

Selecting Channel Members 335 • Managing and Motivating Channel Members 336 • EvaluatingChannel Members 337

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Public Policy and Distribution Decisions 337

Marketing Logistics and Supply Chain Management 338

Nature and Importance of Marketing Logistics 338 • Goals of the Logistics System 339 • MajorLogistics Functions 339 • Integrated Logistics Management 342

Marketing at Work 10.2: UPS: "We Love Logistics"—Put UPS to Work for You and You'll LoveLogistics Too 344 \

REST STOP: REVIEWING THE CONCEPTS 346

CHAPTER REVIEW AND KEY TERMS • Objectives Review 346 • Key Terms 347 • DISCUSSIONAND CRITICAL THINKING • Discussion Questions 347 • Critical ThinkingExercises 348 • MINICASES AND APPLICATIONS • Marketing Technology 348 • MarketingEthics 348 • Marketing by the Numbers 348 • Video Case 349 • Company Cases 349

Retailing and Wholesaling 350

CHAPTER ROAD MAP 350

Objective Outline 350 • Previewing the Concepts 350 • First Stop: Ramez Super Discount Store 351

Retailing 352

Types of Retailers 353

Marketing at Work 11.1: Grocery Price Wars: Malaysian Style 357

Retailer Marketing Decisions 361

Marketing at Work 11.2: Trader Joe's Unique Positioning Twist: Cheap Gourmet 363

Retailing Trends and Developments 367

Wholesaling 372

Types of Wholesalers ,373 • Wholesaler Marketing Decisions 375 • Segmentation, Targeting,Differentiation, and Positioning Decisions 375 • Trends in Wholesaling 377

REST STOP: REVIEWING THE CONCEPTS 378

CHAPTER REVIEW AND KEY TERMS • Objectives Review 378 • Key Terms 379 • DISCUSSIONAND CRITICAL THINKING • Discussion Questions 379 • Critical ThinkingExercises 380 • MINICASES AND APPLICATIONS • Marketing Technology 380 • MarketingEthics 380 • Marketing by the Numbers 381 • Video Case 381 • Company Cases 381

Communicating Customer Value: Advertising and PublicRelations 382

CHAPTER ROAD MAP 382

Objective Outline 382 • Previewing the Concepts 382 • First Stop: Microsoft vs. Apple 383

The Promotion Mix 385

Integrated Marketing Communications 385

The New Marketing Communications Model 385 • The Need for Integrated Marketing Communications 387

Marketing at Work 12.1: The Edinburgh Inspiring Capital Brand 388

Shaping the Overall Promotion Mix 390

The Nature of Each Promotion Tool 390 • Promotion Mix Strategies 392

Advertising 393

Setting Advertising Objectives 394 • Setting the Advertising Budget 395 • DevelopingAdvertising Strategy 397

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Marketing at Work 12.2: Consumer-Generated Advertising: When Done Well, It Can BeReally Good 402

Evaluating Advertising Effectiveness and the Return on Advertising Investment 407 • OtherAdvertising Considerations 408

Public Relations 410 *

The Role and Impact of PR 411 • Major Public Relations Tools 412 \

REST STOP: REVIEWING THE CONCEPTS 413Vv

CHAPTER REVIEW AND KEY TERMS • Objectives Review 413 • Key Terms 414 • DISCUSSIONAND CRITICAL THINKING • Discussion Questions 415 • Critical ThinkingExercises 415 • MINICASES AND APPLICATIONS • Marketing Technology 415 • MarketingEthics 416 • Marketing by the Numbers 416 • Video Case 416 • Company Cases 417

^J Personal Selling and Sales Promotion 418

CHAPTER ROAD MAP 418

Objective Outline 418 • Previewing the Concepts 418 • First Stop: Nokia 419

Personal Selling 420

The Nature of Personal Selling 421 • The Role of the Sales Force 421

Managing the Sales Force 423

Designing the Sales Force Strategy and Structure 423 • Recruiting and SelectingSalespeople 426 • Training Salespeople 427 • Compensating Salespeople 428 • Supervising and

Motivating Salespeople 428

Marketing at Work 13.1: B-to-B Salespeople: Who Needs Them Anymore? 430

^ Evaluating Salespeople and Sales Force Performance 433

The Personal Selling Process 433

Steps in the Selling Process 433 • Personal Selling and Managing Customer Relationships 436

Sales Promotion 437

The Rapid Growth of Sales Promotion 437 • Sales Promotion Objectives 438 • Major Sales PromotionTools 439

Marketing at Work 13.2: Mobile Coupons: Reaching Customers Where They Are—Now 440

Developing the Sales Promotion Program 443

REST STOP: REVIEWING THE CONCEPTS 444

CHAPTER REVIEW AND KEY TERMS • Objectives Review 444 • Key Terms 445 • DISCUSSIONAND CRITICAL THINKING • Discussion Questions 445 • Critical ThinkingExercises 445 • MINICASES AND APPLICATIONS • Marketing Technology 446 • MarketingEthics 446 • Marketing by the Numbers 446 • Video Case 447 • Company Cases 447

A Direct and Online Marketing: Building DirectCustomer Relationships 448

CHAPTER ROAD MAP 448

Objective Outline 448 • Previewing the Concepts 448 • First Stop: Facebook 449

The New Direct Marketing Model 451

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Growth and Benefits of Direct Marketing 451

Benefits to Buyers 451

Marketing at Work 14.1: Amazon.com: The Model for Direct Marketing in the Digital Age 452

Benefits to Sellers 453

Customer Databases and Direct Marketing 454* ^

Forms of Direct Marketing 455 vDirect-Mail Marketing 456 • Catalog Marketing 457 • Telemarketing 458 • Direct-ResponseTelevision Marketing 458 • Kiosk Marketing 460 '*

Online Marketing 460

Marketing and the Internet 461 • Online Marketing Domains 461 • Setting Up an Online MarketingPresence 464

Marketing at Work 14.2: Mobile Marketing: Customers Come Calling 470

Public Policy Issues in Direct Marketing 471

Irritation, Unfairness, Deception, and Fraud 472 • Consumer Privacy 472 • A Need forAction 473

REST STOP: REVIEWING THE CONCEPTS 474

CHAPTER REVIEW AND KEY TERMS • Objectives Review 474 • Key Terms 475 • DISCUSSIONAND CRITICAL THINKING • Discussion Questions 476 • Critical ThinkingExercises 476 • MINICASES AND APPLICATIONS • Marketing Technology 476 • MarketingEthics 477 • Marketing by the Numbers 477 • Video Case 477 • Company Cases 477

EXTENDING MARKETING 478

The Global Marketplace 478

CHAPTER ROAD MAP 478

Objective Outline 478 • Previewing the Concepts 478 • First Stop: Google in China 479

Global Marketing Today 480

Looking at the Global Marketing Environment 482The International Trade System 482 • Economic Environment 484 • Political-LegalEnvironment 485 • Cultural Environment 486

Deciding Whether to Go Global 489

Deciding Which Markets to Enter 489

Marketing at Work 15.1: Coca-Cola in Africa: "Everything Is Right There to Have It Happen" 490

Deciding How to Enter the Market 491

Exporting 492 • Joint Venturing 493 • Direct Investment 494

Deciding on the Global Marketing Program 495

Product 496 • Promotion 497

Marketing at Work 15.2: Global Marketing: Watch Your Language! 498

Price 499 • Distribution Channels 499

Deciding on the Global Marketing Organization 500

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REST STOP: REVIEWING THE CONCEPTS 502

CHAPTER REVIEW AND KEY TERMS 502 • Objectives Review 502 • Key Terms 503 • DISCUSSIONAND CRITICAL THINKING • Discussion Questions 503 • Critical ThinkingExercises 503 • MINICASES AND APPLICATIONS • Marketing Technology 503 • MarketingEthics 504 • Marketing by the Numbers 50,4 • Video Case 504 • Company Cases 505

(n) Sustainable Marketing: Social Responsibility and Ethics 506

CHAPTER ROAD MAP 506

Objective Outline 506 • Previewing the Concepts 506 • First Stop: Siemens in the Middle East 507

Sustainable Marketing 508

Social Criticisms of Marketing 510

Marketing's Impact on Individual Consumers 510 • Marketing's Impact on Society as aWhole 514 • Marketing's Impact on Other Businesses 516

Consumer Actions to Promote Sustainable Marketing 517

Consumerism 517 • Environmentalism 518

Marketing at Work 16.1: Walmart: The World's Super Eco-Nanny 522

Public Actions to Regulate Marketing 523

Business Actions toward Sustainable Marketing 523

Sustainable Marketing Principles 523

Marketing at Work 16.2: Socially Responsible Marketing: Making the World a Better Place 526

Marketing Ethics 528 • The Sustainable Company 531

REST STOP: REVIEWING THE CONCEPTS 531

* CHAPTER REVIEW AND KEY TERMS • Objectives Review 531 • Key Terms 532 • DISCUSSIONAND CRITICAL THINKING • Discussion Questions 532 • Critical ThinkingExercises 533 • MINICASES AND APPLICATIONS • Marketing Technology 533 • MarketingEthics 533 • Marketing by the Numbers 534 • Video Case 534 • Company Cases 534

APPENDIX 1 Company Cases A1

APPENDIX 2 Marketing Plan A33

APPENDIX 3 Marketing by the Numbers A45

Glossary G1

References R1

Index 11