Marketing

Table of Contents and Preface
Title Page
Copyright Information
Dedication
About the Authors
Brief Contents
Table of Contents
What Is Marketing?
Changes to the Fifth Canadian Edition
Section one Assessing the Marketplace
SECTION TWO Understanding the Marketplace
SECTION THREE Targeting the Marketplace
SECTION FOUR Value Creation
SECTION FIVE Transacting Value
SECTION SIX Value Delivery: Designing the Distribution Channel and Supply Chain
SECTION SEVENValue Communication
SECTION EIGHTMarketing in the Global Environment
Features Inside Marketing, Fifth Canadian Edition
Reinforcing learning
Award-Winning Technology
Application-Based Activities
iSeeIt! Videos
Writing Assignments
TestBuilder
Remote Proctoring & Browser-Locking Capabilities
Instructor resources
Connect
SMARTBOOK®
SUPPORT AT EVERY STEP
Acknowledgments
Chapter 1: Overview of Marketing
Chapter 1 Introduction
What Is Marketing?
LO1Marketing Is About Satisfying Customer Needs and Wants
Marketing Entails an Exchange
LO2Marketing Requires Marketing Mix Decisions
Marketing Can Be Performed by Both Individuals and Organizations
Marketing Impacts Many Stakeholders
LO3The Four Orientations of Marketing
How Do Firms Become More Value Driven?
Gathering and Sharing Information
Balancing Benefits With Costs
Building Relationships With Customers
Connecting With Customers Using Social and Mobile Media
Why Is Marketing Important?
Marketing Expands Firms’ Global Presence
Marketing Is Pervasive Across Marketing Channel Members
Marketing Enriches Society
Marketing Can Be Entrepreneurial
Learning Objectives Review
Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study
KIND BARS FOR A KINDER WORLD
Chapter 2: Developing Marketing Strategies and a Marketing Plan
Chapter 2 Introduction
What Is a Marketing Strategy?
Customer Excellence
Operational Excellence
Product Excellence
Locational Excellence
Multiple Sources of Advantage
The Marketing Plan
Step 1: Define the Business Mission and Objectives
LO3 Step 2: Conduct a Situation Analysis
LO4 Step 3: Identify and Evaluate Opportunities by Using STP (Segmentation, Targeting, and Positioning)
LO5 Step 4: Implement Marketing Mix and Allocate Resources
Step 5: Evaluate Performance by Using Marketing Metrics
Strategic Planning Is Not Sequential
Growth Strategies
Market Penetration
Market Development
Product Development
Diversification
Learning Objectives Review
Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study
The coffee wars
Appendix 2A: Writing a Marketing Plan
Appendix 2A: Writing a Marketing Plan
Why Write a Marketing Plan?1
Marketing Plan Versus Business Plan
Structure of a Marketing Plan
Executive Summary
Company Overview
Objectives/Goals
Situation Analysis
STP Analysis
Marketing Strategy
Financial Projections
Implementation Plan
Evaluation and Control Metrics
Appendix
Information Sources
Linguistic and Visual Suggestions
PeopleAhead Marketing Plan Illustration
Chapter 3: Analyzing the Marketing Environment
Chapter 3 Introduction
A Marketing Environment Analysis Framework
Microenvironmental Factors
Company Capabilities
Competition
Corporate Partners
Macroenvironmental Factors
Culture
Demographics
Technological Advances
Economic Situation
Political/Legal Environment
LO3Social and Natural Trends
Learning Objectives Review
Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study
The Rise of the electric car
Chapter 4: Consumer Behaviour
Chapter 4 Introduction
The Consumer Decision Process
Step 1: Need Recognition
LO2Step 2: Information Search
Step 3: Alternative Evaluation
Step 4: Purchase Decision
Step 5: Postpurchase
Factors Influencing Consumer Buying Decisions
Psychological Factors
Social Factors
Situational Factors
Involvement and Consumer Buying Decisions
Extended Problem Solving
Limited Problem Solving
Learning Objectives Review
Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study
The battle of the titans: amazon echo vs. google home
Chapter 5: Business-to-Business Marketing
Chapter 5 Introduction
B2B Markets
Manufacturers or Producers
Resellers
Institutions
Government
Key Challenges of Reaching B2B Clients
LO2Differences Between B2B and B2C Markets
The B2B Buying Process
Stage 1: Need Recognition
Stage 2: Product Specification
Stage 3: RFP Process
Stage 4: Proposal Analysis and Supplier Selection
Stage 5: Order Specification (Purchase)
Stage 6: Vendor Performance Assessment Using Metrics
The Buying Centre
Organizational Culture
Building B2B Relationships
Buying Situations
Learning Objectives Review
Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study
Staples:THE BIG-BOX RETAILER THAT IS also A B2B POWERHOUSE
Chapter 6: Segmentation, Targeting, and Positioning
Chapter 6 Introduction
The Segmentation–Targeting–Positioning Process
Step 1: Establish Overall Strategy or Objectives
LO1Step 2: Segmentation Bases
LO2Step 3: Evaluate Segment Attractiveness
LO3Step 4: Select Target Market
LO4Step 5: Identify and Develop Positioning Strategy
Positioning Methods
Positioning by Using Perceptual Mapping
Repositioning
Learning Objectives Review
Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study
lululemon Sees Men as an Opportunity for Growth
Chapter 7: Marketing Research
Chapter 7 Introduction
The Marketing Research Process
Step 1: Define the Research Problem and Objectives
Step 2: Design the Research Plan
Step 3: Collect Data
Step 4: Analyze Data and Develop Insights
Step 5: Determine the Action Plan
Secondary Data
Primary Data Collection Techniques
Qualitative Research Methods
Quantitative Research Methods
The Ethics of Using Customer Information
Learning Objectives Review
Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study
Selfies as Data: Relying on a New Form of Self-Reporting to Gauge Consumer Behaviour49
Appendix 7A: Using Secondary Data to Assess Customer Lifetime Value (CLV)
Using Secondary Data to Assess Customer Lifetime Value (CLV)
Chapter 8: Developing New Products
Chapter 8 Introduction
Why Do Firms Create New Products?
Changing Customer Needs
Market Saturation
Managing Risk Through Diversity
Fashion Cycles
Improving Business Relationships
Adoption of Innovation
Innovators
Early Adopters
Early Majority
Late Majority
Laggards
Using the Adoption Cycle
How Firms Develop New Products
Idea Generation
Concept Testing
Product Development
Market Testing
Product Launch
Evaluation of Results
The Product Life Cycle
Introduction Stage
Growth Stage
Maturity Stage
Decline Stage
The Shape of the Product Life Cycle Curve
Strategies Based on Product Life Cycle: Some Caveats
Learning Objectives Review
Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study
A TOY COMPANY FOR A NEW AGE: HOW MATTEL IS REINVENTING ITSELF FOR MODERN CONSUMERS
Chapter 9: Product, Branding, and Packaging Decisions
Chapter 9 Introduction
Complexity of Products and Types of Products
Complexity of Products
LO2Types of Products
Product Mix and Product Line Decisions
Change Product Mix Breadth and Depth
Branding
LO4 Value of Branding
LO5 Brand Equity
Branding Strategies
LO6 Brand Ownership
Naming Brands and Product Lines
Brand Extension
Cobranding
Brand Licensing
Packaging
Labelling
Learning Objectives Review
Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study
FROM COUNTERCULTURE TO THE RUNWAY: HOW DID BIRKENSTOCKS BECOME FASHIONABLE?
Chapter 10: Services: The Intangible Product
Chapter 10 Introduction
Services Marketing Differs From Product Marketing
Intangible
Inseparable Production and Consumption
Inconsistent
Inventory
Providing Great Service: The Gaps Model
The Knowledge Gap: Knowing What Customers Want
LO3 The Standards Gap: Setting Service Standards
The Delivery Gap: Delivering Service Quality
The Communication Gap: Communicating the Service Promise
Service Quality and Customer Satisfaction and Loyalty
Service Recovery
Listening to the Customer
Finding a Fair Solution
Resolving Problems Quickly
Learning Objectives Review
Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study
HOW AI IS REVOLUTIONIZING CUSTOMER SERVICE
Chapter 11: Pricing Concepts and Strategies: Establishing Value
Chapter 11 Introduction
The Importance of Pricing
The Five Cs of Pricing
Company Objectives
Customers
Costs
Competition
Channel Members
Considerations for Setting Prices
Pricing Methods
Cost-Based Methods
Competitor-Based Methods
Value-Based Methods
Pricing Strategies
Everyday Low Pricing (EDLP)
High/Low Pricing
New Product Pricing
Pricing Tactics
Consumer Pricing Tactics
Consumer Price Reductions
Business-to-Business Pricing Tactics
Legal and Ethical Aspects of Pricing
Deceptive or Illegal Price Advertising
Predatory Pricing
Price Discrimination
Price Fixing
Learning Objectives Review
Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study
Planet Fitness pricing for success36
Chapter 12: Distribution Channels
Chapter 12 Introduction
The Importance of Distribution
Distribution Channels, Supply Chain, and Logistics
Designing Distribution Channels
Channel Structure
Push Versus Pull Distribution Strategies
Distribution Intensity
Distribution Channels Add Value
Managing Distribution Channels
Managing Supply Chains Through Strategic Relationships
Logistics Management: Making Information Flow
Data Warehouse
Electronic Data Interchange
Vendor-Managed Inventory
Logistics Management: Making Merchandise Flow
Distribution Centres Versus Direct Store Delivery
The Distribution (or Fulfillment) Centre
Inventory Management Through Just-in-Time Systems
Learning Objectives Review
Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study
Zara Delivers Fast Fashion23
Chapter 13: Retailing and Omnichannel Marketing
Chapter 13 Introduction
Choosing Retail Partners
Channel Structure
Customer Expectations
Channel Member Characteristics
Identifying Types of Retailers
Food Retailers
General Merchandise Retailers
Developing a Retail Strategy
Product (Merchandise Assortment)
Price
Promotion
Presentation (Store Design and Display)
Personnel
Place
The Internet and Omnichannel Retailing
Effective Omnichannel Retailing
Learning Objectives Review
Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study
ALDO,a Retailer with a Conscience and “Sole”
Chapter 14: Integrated Marketing Communications
Chapter 14 Introduction
Communicating With Consumers
The Communication Process
How Consumers Perceive Communication
Steps in Planning an IMC Campaign
1. Identify Target Audience
2. Set Objectives
3. Determine Budget
LO3 4. Convey Message
LO4 5. Evaluate and Select Media
6. Create Communication
LO5 7. Assess Impact Using Marketing Metrics
Planning, Implementing, and Evaluating IMC Programs — An Illustration of Google Advertising
Integrated Marketing Communications Tools
Advertising
Personal Selling
Sales Promotion
Direct Marketing
Public Relations
Social and Mobile Media
Learning Objectives Review
Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study
tHe toyota supra — it’s back!
Appendix 14A: Social and Mobile Media
The 4E Framework for Social Media
Excite the Customer
Educate the Customer
Experience the Product or Service
Engage the Customer
Categories of Social Media
Social Network Sites
Media-Sharing Sites
Thought-Sharing Sites
Understanding Mobile Applications
App Pricing Models
Apps Meet Seven Primary Needs
Chapter 15: Advertising, Sales Promotions, and Personal Selling
Chapter 15 Introduction
Advertising
The AIDA Model
LO1 Advertising Objectives
Regulatory and Ethical Issues in Advertising
Sales Promotion
Consumer Sales Promotions
Trade Channel Sales Promotions
Using Sales Promotion Tools
Evaluating Sales Promotions by Using Marketing Metrics
Personal Selling
The Scope and Nature of Personal Selling
The Value Added by Personal Selling
The Personal Selling Process
Step 1: Generate and Qualify Leads
Step 2: Preapproachand the Use of CRM Systems
Step 3: Sales Presentation and Overcoming Objections
Step 4: Closing the Sale
Step 5: Follow-Up
Learning Objectives Review
Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study
Making MasterCard Priceless
Chapter 16: Global Marketing
Chapter 16 Introduction
Assessing Global Markets
Analyzing the Political Environment
Analyzing the Economic Environment Using Metrics
Analyzing Sociocultural Factors
Analyzing Technology and Infrastructure Capabilities
LO2 The Appeal of the BRIC Countries
Choosing a Global Market Entry Strategy
Exporting
Franchising
Strategic Alliance
Joint Venture
Direct Investment
Choosing a Global Marketing Strategy
Target Market: Segmentation, Targeting, and Positioning
The Global Marketing Mix
Ethical Issues in Global Marketing
Environmental Concerns
Global Labour Issues
Impact on Host Country Culture
Learning Objectives Review
Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study
THE GLOBALIZATION OF apple
Chapter 17: Ethics and Socially Responsible Marketing
Chapter 17 Introduction
The Scope of Marketing Ethics
Ethical Issues Associated With Marketing Decisions
Creating an Ethical Climate in the Workplace
The Influence of Personal Ethics
LO2 Corporate Social Responsibility
Consumerism, Ethics, and Socially Responsible Practices
LO4 A Framework for Ethical Decision Making
Integrating Ethics Into Marketing Strategy
Planning Phase
Implementation Phase
Control Phase
Understanding Ethics by Using Scenarios
Scenario 1: RetailerLacks Ethical Guidelines
Scenario 2: Giving Credit Where Credit Isn’t Due
Scenario 3: The Jeweller’s Tarnished Image
Scenario 4: No Wonder It’s So Good
Scenario 5: Bright Baby’s Bright Idea
Learning Objectives Review
Key Terms
Concept Review
Marketing Applications
Marketing Digitally
Chapter Case Study
Daily Table
Chapter Sources
Chapter Sources
Chapter 8
Chapter 9
Chapter 17
Accessibility Content: Text Alternatives for Images
Exhibit 1.1: Core Aspects of Marketing Text Alternative (Chapter 1)
Exhibit 1.2: Exchange: The Underpinning of Seller-Buyer Relationships Text Alternative (Chapter 1)
Exhibit 1.3: Marketing Mix Decisions Text Alternative (Chapter 1)
Exhibit 1.4 Text Alternative (Chapter 1)
Exhibit 1.5 Text Alternative (Chapter 1)
Exhibit 1.6: Supply Chain Text Alternative (Chapter 1)
Exhibit 2.1: Macro Strategies for Developing Customer Value Text Alternative (Chapter 2)
Exhibit 2.2: Developing a Marketing Plan Text Alternative (Chapter 2)
Exhibit 2.7: Developing the Marketing Mix Text Alternative (Chapter 2)
Exhibit 2.9: Boston Consulting Group Product Portfolio Analysis Text Alternative (Chapter 2)
Exhibit 2.10: Market/Product and Services Strategies Text Alternative (Chapter 2)
Pie chart: Individual Members Segments Text Alternative (Appendix 2A)
Pie chart: Company Members Segments Text Alternative (Appendix 2A)
Pie chart: Employment by Enterprise Type Text Alternative (Appendix 2A)
Stacked bar graph: Recruitment Advertisement Industry Growth Text Alternative (Appendix 2A)
Bar graph: Revenue and Net Income Projections Text Alternative (Appendix 2A)
Exhibit 3.1: Understanding the Marketing Environment Text Alternative (Chapter 3)
Exhibit 3.2: Understanding the Microenvironment Text Alternative (Chapter 3)
Exhibit 3.3: The Macroenvironment Text Alternative (Chapter 3)
Exhibit 4.1: The Consumer Decision Process Text Alternative (Chapter 4)
Exhibit 4.3: Postpurchase Outcomes Text Alternative (Chapter 4)
Exhibit 4.4: Factors Affecting the Consumer Decision Process Text Alternative (Chapter 4)
Exhibit 4.5: Maslow’s Hierarchy of Needs Text Alternative (Chapter 4)
Exhibit 4.6: Elaboration Likelihood Model Text Alternative (Chapter 4)
Exhibit 5.1: B2B Markets Text Alternative (Chapter 5)
Exhibit 5.4: B2B Buying Process Text Alternative (Chapter 5)
Exhibit 5.6: The Buying Centre Roles Text Alternative (Chapter 5)
Exhibit 5.7: Organizational Buying Culture Text Alternative (Chapter 5)
Exhibit 5.8: Buying Situations Text Alternative (Chapter 5)
Ethical & Societal Dilemma 5.1. Text Alternative (Chapter 5)
Exhibit 6.1: The Segmentation-Targeting-Positioning Process Text Alternative (Chapter 6)
Exhibit 6.7: Evaluation of Segment Attractiveness Text Alternative (Chapter 6)
Exhibit 6.9: Targeting Strategies Text Alternative (Chapter 6)
Exhibit 6.11A: Perceptual Maps Text Alternative (Chapter 6)
Exhibit 6.11B: Perceptual Map Text Alternative (Chapter 6)
Exhibit 6.11 C: Perceptual Maps Text Alternative (Chapter 6)
Exhibit 6.11D: Perceptual Maps Text Alternative (Chapter 6)
Exhibit 7.1: The Marketing Research Process Text Alternative (Chapter 7)
Exhibit 7.4: Survey Results for McDonald’s and Wendy’s Text Alternative (Chapter 7)
Exhibit 7.8: Qualitative Versus Quantitative Data Collection Text Alternative (Chapter 7)
Heatmaps. Text Alternative (Chapter 7)
Exhibit 7.10: Structured Versus Unstructured Response Text Alternative (Chapter 7)
Exhibit 7.13. Text Alternative (Chapter 7)
Exhibit 8.2: Consumer Adoption Cycle Text Alternative (Chapter 8)
Exhibit 8.3: Factors Affecting Product Diffusion Speed Text Alternative (Chapter 8)
Exhibit 8.4: The Product Development Process Text Alternative (Chapter 8)
Exhibit 8.6A: Product Life Cycle Text Alternative (Chapter 8)
Exhibit 8.8: Variations on the Product Life Cycle Curve Text Alternative (Chapter 8)
Exhibit 9.1: Product Complexity Text Alternative (Chapter 9)
Exhibit 9.3: Changes to a Product Mix Text Alternative (Chapter 9)
Exhibit 9.5: Value of Branding Text Alternative (Chapter 9)
Exhibit 9.7: Brand Overview Text Alternative (Chapter 9)
Exhibit 9.8: Brand Ownership Strategies Text Alternative (Chapter 9)
Exhibit 9.9. Text Alternative (Chapter 9)
Exhibit 10.1. Text Alternative (Chapter 10)
Exhibit 10.2: Core Differences between Services and Goods Text Alternative (Chapter 10)
Exhibit 10.3: Gaps Model for Improving Service Text Alternative (Chapter 10)
Exhibit 10.4. Text Alternative (Chapter 10)
Exhibit 10.6: Customer's Evaluation of Service Quality Text Alternative (Chapter 10)
Exhibit 10.7: Methods to Reduce Delivery Gaps Text Alternative (Chapter 10)
Exhibit 11.1: Five C’s of Pricing Text Alternative (Chapter 11)
Exhibit 11.3: Demand Curves for Teeth Whitening Kits Text Alternative (Chapter 11)
Exhibit 11.4: Prestige Product Demand Curve Text Alternative (Chapter 11)
Exhibit 11.5: Break-Even Analysis Text Alternative (Chapter 11)
Exhibit 11.6. Text Alternative (Chapter 11)
Exhibit 12.1: Distribution Components Text Alternative (Chapter 11)
Exhibit 12.2A: Direct Supply Chain with No Retailer Text Alternative (Chapter 12)
Exhibit 12.2 B: Indirect Supply Chain with Retailer Text Alternative (Chapter 12)
Exhibit 12.4: Independent Versus Vertical Distribution Channel Text Alternative (Chapter 12)
Exhibit 12.6: Direct and Indirect Distribution Text Alternative (Chapter 12)
Exhibit 12.7: Multichannel Distribution Text Alternative (Chapter 12)
Exhibit 12.8: Push Versus Pull Marketing Strategies Text Alternative (Chapter 12)
Exhibit 12.9. Text Alternative (Chapter 12)
Exhibit 12.10. Text Alternative (Chapter 12)
Exhibit 12.11: Retail Data Warehouse Text Alternative (Chapter 12)
Exhibit 13.1: Factors for Establishing a Relationship with Retailers Text Alternative (Chapter 13)
Exhibit 13.3: The Wheel of Retailing Text Alternative (Chapter 13)
Exhibit 13.5: Keeping It Personal: Marketing Success in a Mobile World Text Alternative (Chapter 13)
Exhibit 14.1: The Communication Process Text Alternative (Chapter 14)
Exhibit 14.2: Steps in Planning an IMC Campaign Text Alternative (Chapter 14)
An advertisement. Text Alternative (Chapter 14)
Exhibit 14.5: Advertising Spending as a Percentage of Sales for Illustrative Product Categories Text Alternative (Chapter 14)
A photograph. Text Alternative (Chapter 14)
Exhibit 14.9: Integrated Marketing Communications Tools Text Alternative (Chapter 14)
Exhibit 14.10. Text Alternative (Chapter 14)
Exhibit 15.1: The AIDA Model Text Alternative (Chapter 15)
Exhibit 15.4: The Personal Selling Process Text Alternative (Chapter 15)
Exhibit 15.5: Aligning the Personal Selling Process with the B2B buying Text Alternative (Chapter 15)
Exhibit 16.1: The 4E Framework for Social Media Text Alternative (Chapter 16)
Exhibit 16.2: Types of Social Media Text Alternative (Chapter 16)
Exhibit 16.3: Paid, Owned, Earned Media Text Alternative (Chapter 16)
Exhibit 16.4: Firm’s Use of Social and Mobile Tools from the 4E Lens Text Alternative (Chapter 16)
A computer graphic of a global map. Text Alternative (Chapter 17)
Exhibit 17.1. Text Alternative (Chapter 17)
Exhibit 17.2: Government Actions Text Alternative (Chapter 17)
Exhibit 17.4: Economic Analysis Text Alternative (Chapter 17)
Exhibit 17.5. Text Alternative (Chapter 17)
Exhibit 17.6: Country Clusters Text Alternative (Chapter 17)
Exhibit 17.7: Entry Strategies Text Alternative (Chapter 17)
Sustainable marketing 17.2. Text Alternative (Chapter 17)
Exhibit 18.3: Ethics Versus Social Responsibility Text Alternative (Chapter 18)
Exhibit 18.5: Ethical Decision-Making Framework Text Alternative (Chapter 18)