Solutions Manual: Principles of Marketing (15th Edition) – Philip Kotler & Gary Armstrong

, 12345679
1    
8


 1 
8 8 8


  

8 8 8 8
8

18 81
89


!"#$%&'()'(*+,-./0123.4+,05'(67#"!'(-.'(89!%'(:-1;-0<='
>?@ABCDCE
>D@FG IJKLMNOPQR SDTCUVWTCUA@UA UXG CFG@G YATG UXZ@ [[ ?GZTC Z\A]DUXZC BGTSGFUG^ UXG YA^GT@ SZCU_SAA^E
EH EH EH EH EH EH EH EH EH EH EH EH EH EH EH EH EH
FA@FGBU Z@^\TG` TZBD^a?bcdef ijklimdinodepqdkmpjkrmfeiieestuvwxyzm{|i}nlkd~|pknp{km{|kllng
H EH EH EH EH gh gh gh gh gh gh gh gh gh gh
mr~m{zk€jklk‚em{lƒkpmfkfm|lim}l| „ †‡ˆ‰Š‹Œpedqedmikmr fmdŽki|‚ lidmik‚}€}mqq{}|‚g
h gh gh gh gh gh gh gh gh gh gh gh gh gh
ijklk~m{zklnijk pefqm} qkdskpikr ijk smliseer pepkqixrk{|~kd|‚ pe~k|kin‚eeryzm{|i} seerghmig
h gh gh gh gh gh gh gh gh gh gh
mssedrmƒ{kqd|pkl€g
h gh
‘?UXGUWT@ASUXGU`G@U?_SDTCUFG@UWT?]XA`G’GT]IJKLMNOPQRA@FG_CXD@?“Aa^G@”TFXGCCGGYG^UAVGaACD@\E
EH EH EH EH EH EH EH EH EH EH EH EH EH EH EH
CAYGASUXGDTaWCUGTb‘WUUXZ@•CUA Z@G` FWCUAYGT_SAFWCG^ CUTZUG\DFVaWGBTD@U–FZaaG^ UXG—˜ONM UA ™šM›–
H EH EH EH EH EH EH EH EH EH EH EH EH EH EH EH
IJKLMNOPQRaZW@FXG^ Z@ ZYZHD@\ UWT@ZTAW@^ UXZUXZCVAUX DYBTGCCG^ FWCUAYGTCZ@^ VAACUG^ CZaGCSD\WTGCbE
EH EH EH EH EH EH EH EH EH EH EH EH EH
Hœrkdijk{miež|n„ †‡ˆ‰Š‹Œ‚eiƒmpŽieijkƒml|pƒzl|kllesimŽ|‚pmdkespzliefkdl€jk‚em{ghŸmlg
gh gh gh gh gh gh gh gh gh gh gh gh gh gh gh gh gh gh
ie‚ki ¡¢££¢¤¥ei¦zli¡§¨¨¢¤©ªjkpefqm}jm{ikrdmq|rk«qml|emr|likmrqezdkrfek}ƒmpŽ|ieg
h gh gh gh gh gh gh gh gh gh gh gh gh gh gh gh gh
|fqde~|‚ijkseernijklkd~|pknijkmifelqjkdknmrfmdŽki|‚mik«|li|‚ezi{kil€g
h gh gh gh gh gh gh gh gh gh gh gh
„ †‡ˆ‰Š‹Œ{miež|mqqkmdlieƒkijkd|‚jilidmik‚}sedijki|fkl€¬eŸnfedkijmk~kdnŸjk}ezg
gh gh gh gh gh gh gh gh gh gh gh gh gh gh gh gh gh gh
ij|Žes„ †‡ˆ‰Š‹Œ¥}ezij|Žespe~k|kpkmr~m{zk€­rijmijmlpzliefkdlmr ijkpefqm}g
h gh gh gh gh gh gh gh gh gh gh gh gh gh gh gh
m{|Žkjzff|‚ijk ®‰§ˆŒpmipj}¦|‚{kn ¯Œ° Š‡±§ˆŒ§£©ªg
h gh gh gh gh gh gh gh gh
g
²DCFWCCDA@EH³VǴFUD’GE
­ghƒd|ksghr|lpzll|eghesghijkgh¬|Žkghlied}ghŸ|{{ghjk{qghieghle{|r|s}ghijkgh|fqedimpkghesghpdkmi|‚ghmghpefqm}Ÿ|rkg
hfmd Žki|‚ghlidmik‚}ghijmigh|lghpzliefkdsepzlkrnghmrghdk~mfq|‚gh|ighŸjkghkpkllmd}€ghj|lghijkfkghƒk‚mgh|ghvjmqikdghµg
hmrghpei |zklgh|ghvjmqikdgh¶€gh·ighm{leghqde~|rklghmgh|pkgheqqediz|i}ghieghk«mf|kghe~kdm{{ghpefqm}ghlidmik‚}ghmrg
hf|ll|enghmrghijk|dghdk{mi|elj|qghieghfmdŽki|‚ghlidmik‚}ghmrghmpi|~|i|kl€ghc|m{{}ngh¬|Žkghqde~|rklghmgh‚dkmighk«mfq{kghesg
hjeŸghpefqm| klghmdkghimŽ|‚ghkŸghr|dkpi|elgh|ghƒz|{r|‚ghpzliefkdghdk{mi|elj|qlghmrghƒdmrghpeffz|i}€gh¬|Žkghjmlg
hm{Ÿm}lghsepzlkrgheghijkghƒdmrghk«qkd|kpk€gh·ghijkghkmd{}gh}kmdlngh|ighƒz|{ighijkgh¡¤‰ˆ‹Œgh|fm‚kghijdez‚jghfkr|mg
hmr~kd i|l|‚ghmrghpk{kƒd|i}ghkredlkfkil€gh¬eŸngh|ighsepzlklghmghl|hmƒ{kghqedi|eghesgh|ilghfmdŽki|‚ghkssedilgheghpdkmi|‚g
hfed kghqkdlem{ghmrgh|~e{~|‚ghƒdmrghk«qkd|kpkl€g
g
>UZTUD@\EHUXGEH²DCFWCCDA@E
eghfmŽkghijkghpjmqikdeqk|‚gh„ †‡ˆ‰Š‹Œghlied}ghfedkghqkdlem{{}ghdk{k~mighieghijkghp{mllnghƒk‚|ghƒ}ghmlŽ|‚ngh ¸‡¹g
hfm}ghes gh}ezghd k‚z{md{}ghkmighmigh„ †‡ˆ‰Š‹Œºghžjmighpjm‚klghjm~kgh}ezghei|pkrgh|gh}ezdghr||‚ghk«qkd|kpkghe~kdg
hijkghqmlighpezq{kghesgh»¢‰¤ºªgh­sikdghmghƒd|ksgheqk|‚ghr|lpzll|engh‚eghe{|kghŸ|ijghlizrkilghieghr|lpe~kdghjeŸg
h„ †‡ˆ‰Š ‹Œgh{mghieghž|gh|lghq{m}|‚ghezighŸ|ijghpelzfkdlghmrgh|~kliedl€g
hjiiq¼½½ŸŸŸ€mƒezifprem{rl€pef½fpr½|~kliedl½pefqm}¾qdes|{k€jif{gh|lghmgh‚eerghlimdi|‚ghqe|i€g
¿|dkpighijkghr|lpzll|eghzl|‚ghijkghse{{eŸ|‚ghyzkli|el€gh­lghm{Ÿm}lnghŽkkqghijkghr|lpzll|eghfe~|‚ghŸ|ijghq{ki}ghesg
hlizrkigh|qzi€g
g
²DCFWCCDA@EHÀWGCUDA@CE
µ€Áœrkdgh|ilgh{mghieghž|ngh„ †‡ˆ‰Š‹Œghpjm‚krgh|ilghf|ll|eghsdefgh ¡¢§ˆ¨ghijkgh¹‡¤Š‹Œghƒklighyz|pŽlkd~|pkg
h¤¢£‰Â¤‰ˆ£ªghiegh ¡¢§ˆ¨ghezdgh £‡°¢¤Œghsm~ed|ikghq{mpkghmrghŸm}ghiegh¢‰£©ªgh­m{}hkghij|lghkŸghf|ll|eg
hlimikfkigh|ghikdflghesghfmdŽkiq{mpkghpjm‚klghijmighƒk‚mgh|ghijkghµÃÃÄl€ghÅ¿zd|‚ghij|lghqkd|erngh„ †‡ˆ‰Š‹Œg
hmqqkmd krghieghsm{{ghezighesghiezpjghŸ|ijghpzliefkdl€gh­ghs{zdd}ghesghkŸghpefqki|iedlghpmfkghm{e‚ghmlghpelzfkdg
himliklghlj|sikrghieŸmdrghfedkg
g
g
veq}d|‚jiÆgh¶ÄµÇghkmdleghÈrzpmi|eg
g
g

, 78715111

781
548481 4158747 !4" 2
484856!84164 27514"58 1274
#

$
785%&'()*+,-.4356/
78481 4430356/1171231
 81 4488187%&'()*+,-.04/2%&'()*+,-.18 14873811

7
 81 4247 8%&'()*+,-.487340356 7 14

734035604
524 5
6788718780452457 8375848781
5
#
8
$931147%&'()*+,-.124851 64!5538!9
2558!147 414
 64 !73158052148814318148%&'()*+,-. 4785684863/:131
22187887&(;<*)=-.81
55523714884  47856885!141684
1 23 5558585"/>
75?851565818748517520814214884863
 4 785684863!;*@ABCD)E-.41504141 2384863
F1 478568818
7!GHI=198148;*@ABCD)EJK
74L18507284 845
0728 4 L"4315871 23815607587 5511485681 4"
#

$1118772841256%&'()*+,-.81434881781 845877284/>
75
? 8518458518755158107284 812571"41 2384863
5 51!;*@ABCD)E-.41!81 445" 4785684863256! 456
 4 7856MN9
#

OPQRSTU
 
XYTUYZT[V
VW
\14158]5  14
  

9875487284!521487 47856241037571 2548"14
8
71 4514481284"5484
98757284!11785656
81 445" 4785684865184856 4785624164 
^5481178
8
714658511"484865256!75765 4785684863256

F 58!571 478562484135871874551858754 81
48"1481 4

875 5 4785684863256L71
  47847118468 478!2158518754 4781456!"12 47856 55!
 68754 4785624164 
_83!5117887821 456
  6564841 478565"88

OPQRSTU
 
X`aTOSZYTbV
VW
\14158]5  14
  


$5251 23584865256581482


$:5718156052148151"126418784865

8
$525;*@ABCD)E-.4148486525671 47856147
5 8758248481485"481 4"


$:45087 8181 445" 4785684863 55!8714
8 78558

c
$_5887 47856 6 8851!55687 81 47856
2!587521481 456 6564841 47856
5"88



0123456789 41851

,



!"
#$%




2&'() $%

!*"
$!%
22&'()
+,-./0123456789:;01<,=>?01@A=>?01B-?B01?C/01>./-/01DB=/01?CE-01FF0 '7181n
1G/E=>01EHBI01,?01CE>01J/=</.?/K01?C/01DBK/=-01<E>?L<BBK01.B-./J?01E-K0 'o5f
1641M'=EJ,KNGO0
P/./-?NGI01-/Q01.BDJ/?,?,B-01E-K01>C,<?,-H01.B->AD/=01?E>?/>0
1<B=./K0123456789:;01?B01A-R/,N01E01-/Q01.A>?BD/=L<B.A>/K0
1>?=E?/H,.01@NA/J=,-?S?C/01TU87601?B01VW6XY0
Z[\]^_àbc'484'81'87'd5'd5'1e'8f56'4
'1e' 81g4&'h7'1g23'7i8'425'j251'
'58'214'g13'df'581'5g241k56'87'e11l'87
'4k5l'87'8g1274l''g4f856'8'j5856'18i8&
h7'i'81'm5'224'81'd'87'45678'84863'e14'87
'85gl''4ei8'5'4M'81g4'84ee5''84164
'i'e564&
pqrrstuvwuxry
wrz{|}wr
~'€‚‚ƒ„ †‡ˆ‰ƒ„Š‹‹ŒŽ€Žƒ„‘ƒ„74
'~ '’Ž“Œ”Œ“ˆ‚ƒ„Š‹‹ŒŽ€Žƒ„‘ƒ„74
'~ '•–ƒ„—‹‡ˆ†˜‹ƒ„‘ƒ„'™ƒ„74
pq!šwusut›stuwxxwœ{wrxszur
&q5'Z[\]^_àbc'žŸ`_^'81' ¡^¢'5'84g'1e
' i5k456'54'81g4'ki&'m78'5
'5748i3'd884'd18'87'M 'Z[\]^_àbc
'e 41g'87'[£c¤]¥¦§bc'2158'1e'k5M¨
&q01848'314'241i'556'j245'8
'Z[ \]^_àbc'M587 '87'[]¥©_^ªbc'žŸ`_^ '81
' ¡ ^«¢'m78l'5e'38756l'1'31'185'7
' 76'8'314'i1i'Z[\]^_àbc¬'­k'873
'M1'31'1k 4'''5®74'81g4¨
(&qm78'1g'j8'e14'Z[\]^_àbc'5'87' 8
' 843¨'m78'M'g4f856'84865'g5678
'87'1g23'ki12'81'4g5'e47'
'4ik8̈
2&'(¯ !°%±²³$*
´



µ$#%%$%µ¶ 07284'ÃdÄ85k'
*
·$%$%µ¸¹º»¼½¾¿ÀÁÂ
!#

h7'74'8f'1e'i856''1k4ii'1g23'84863
'e14
0123456789 41851