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Program Buku Pemasaran Philip Kotler Edisi 13th Anniversary 2017
Philip Kotler On Narendra Modi
Philip Kotler Management

Program Buku Pemasaran Philip Kotler Edisi 13th Anniversary 2017

TING
An Introduction
/Brill;
Gary Armstrong University of North Carolina
Philip Kotler It
Northwestern University
Prentice Hall, Upper Saddle River, New Jersey 07458
Contents Understanding Marketing and the Marketing Management Process 1. Marketing in a Changing World: Creating Customer Value and Satisfaction 2. Strategic Planning and the Marketing Process 34
1
Analyzing Marketing Opportunities 3. The Global Marketing Environment 67 4. Marketing Research and Information Systems 5. Consumer and Business Buyer Behavior 138
101
Developing Marketing Strategy and the Marketing Mix 6. 7. 8. 9. 10. 11. 12. 13. 14.
Market Segmentation, Targeting, and Positioning for Competitive Advantage 177 Product and Services Strategy 217 New-Product Development and Product Life-Cycle Strategies 259 Pricing Products: Pricing Considerations and Strategies 287 , Distribution Channels and Logistics Management 326 Retailing and Wholesaling 365 Integrated Marketing Communications: Advertising and Public Relations 400 Integrated Marketing Communications: Personal Selling and Sales Promotion 438 Direct and On-Line Marketing 473
Extending Marketing 15. The Global Marketplace 511 16. Marketing and Society: Social Responsibility and Marketing Ethics
543
Appendices Appendix 1 Appendix 2
Marketing Arithmetic A1 Careers in Marketing A8
Glossary G1 Endnotes N1 Video Cases C1 Credits CR1 Indices 11
VII
Ts
i
, «
•;
:
~;
Preface xix
.

'
/ ; ; • ' ••
Understanding Marketing and the Marketing Management Process
1. Marketing in a Changing World: Creating Customer Value and Satisfaction 1 : ; W h a t Is M a r k e t i n g ? 4 ''•• • -:;' ' : ' ' ' ' • > ' ' l ' v ' '•' Marketing Defined 4, Needs, Wants, and Demands 5, Products and Services 6, Value, Satisfaction, and Quality 7, Exchange, Transactions, and Relationships 9, Markets 13, Marketing 14
Marketing Management 15 Demand Management 15, Building
Profitable
Marketing Management Philosophies
C u s t o m e r Relationships
17
15
-
•|.l> > >
•••••*
,i.,.,.,
The Production Concept 18, The Product Concept 18, The Selling Concept 18, The Marketing Concept 19, The Societal Marketing Concept 20 Marketing Challenges in the New Millennium 22 Growth of Nonprofit Marketing 23, The Information Technology Boom 24, Rapid Globalization 25, The Changing World Economy 28, The Call for More Ethics and Social Responsibility 28, The New Marketing Landscape 29 Reviewing the Concepts 30, Navigating the Key Terms 31, Travel Log 31, Traveling the Net 32, MAP—Marketing Applications 33
2. Strategic Planning and the Marketing Process
34
,. • Strategic Planning 37 ; ; , ; v , ? : ,-,4 Defining the Company Mission 38, Setting Company Objectives and Goals 40 Designing the Business Portfolio 41 Analyzing the Current Business Portfolio 41, Developing Growth Strategies 43, Planning Functional ,-:, Strategies 47 Strategic Planning and Small Businesses
49
'• r'no-
, The Marketing Process 50 Targeting Consumers 50, Developing the Marketing Mix 55 Managing the Marketing Effort 56 Marketing Analysis 56, Marketing Planning 57, Marketing Implementation 57, Marketing Department Organization 59, Marketing Control 62, The Marketing Environment 62 Reviewing the Concepts 63, Navigating the Key Terms 64, Net 65, MAP—Marketing Applications 66
Travel Log 64,
Traveling the
ix
CONTENTS
Analyzing Marketing Opportunities 3. The Global Marketing Environment 67 The Company's Microenvironment 70 The Company 70, Suppliers 71, Marketing Intermediaries 71, Customers 72, Competitors 73, Publics 73 The Company's Macroenvironment 74 Demographic Environment 75, Economic Environment 82, Natural Environment 84, Technological Environment 86, Political Environment 87, Cultural Environment 90 Responding to the Marketing Environment
96
Reviewing the Concepts 97, Navigating the Key Terms 98, Net 99, MAP—Marketing Applications 100
Travel Log 98,
Traveling the
4. Marketing Research and Information Systems 101 The Marketing Information System
104
Assessing Information Needs 104, Developing Information 105, Distributing Information 109 The Marketing Research Process 110 Defining the Problem and Research Objectives 111, Developing the Research Plan 111, Implementing the Research Plan 127, Interpreting and Reporting the Findings 128 Other Marketing Research Considerations 128 Marketing Research in Small Businesses and Nonprofit Organizations 128, International Marketing Research 130, Public Policy and Ethics in Marketing Research 132 Reviewing the Concepts 133, Navigating the Key Terms 134, Net 136, MAP—Marketing Applications 136
5. Consumer and Business Buyer Behavior
Travel Log 135,
Traveling the
138
Consumer Markets and Consumer Buyer Behavior 140 Model of Consumer Behavior 141, Characteristics Affecting Consumer Behavior 141, The Buyer Decision Process 154, The Buyer Decision Process for New Products 157, Consumer Behavior Across International Borders 160 Business Markets and Business Buyer Behavior 161 > Business Markets 162, Business Buyer Behavior 163 Reviewing the Concepts 173, Navigating the Key Terms 174, Net 175, MAP—Marketing Applicati