Inhoudsopgave
CHAPTER 1......................................................................................... 5
CHAPTER 3....................................................................................... 14
CHAPTER 5 CONSUMER MARKETS AND BUYER BEHAVIOR.....................20
CHARACTERISTICS AFFECTING CONSUMER BEHAVIOR.......................................21
CULTURAL FACTORS................................................................................................... 21
SOCIAL FACTORS...................................................................................................... 22
PERSONAL FACTORS.................................................................................................. 23
PSYCHOLOGICAL FACTORS........................................................................................... 24
BUYING DECISION BEHAVIOR AND THE BUYER DECISION PROCESS.......................26
TYPES OF BUYING DECISION BEHAVIOR.........................................................................26
THE BUYER DECISION PROCESS................................................................................... 27
THE CUSTOMER JOURNEY............................................................................................ 29
THE BUYER DECISION PROCESS FOR NEW PRODUCTS......................................30
STAGES IN THE ADOPTION PROCESS............................................................................. 30
INFLUENCE OF PRODUCT CHARACTERISTICS ON RATE OF ADOPTION....................................31
CHAPTER 4: MANAGING MARKETING INFORMATION TO GAIN CUSTOMER
INSIGHTS.......................................................................................... 35
MARKETING INFORMATION AND CUSTOMER INSIGHTS.......................................35
MARKETING INFORMATION AND TODAY’S “BIG DATA”.......................................................35
MANAGING MARKETING INFORMATION........................................................................... 35
ASSESSING INFORMATION NEEDS AND DEVELOPING DATA.................................36
ASSESSING MARKETING INFORMATION NEEDS.................................................................36
DEVELOPING MARKETING INFORMATION.........................................................................37
MARKETING RESEARCH...........................................................................37
TRADITIONAL MARKETING RESEARCH IN TRANSITION........................................................38
DEFINING THE PROBLEM AND RESEARCH OBJECTIVES.......................................................38
DEVELOPING THE RESEARCH PLAN................................................................................ 39
GATHERING SECONDARY DATA..................................................................................... 39
PRIMARY DATA COLLECTION........................................................................................ 39
IMPLEMENTING THE RESEARCH PLAN............................................................................. 41
INTERPRETING AND REPORTING THE FINDINGS................................................................41
ANALYZING AND USING MARKETING INFORMATION..........................................41
BIG DATA, MARKETING ANALYTICS, AND ARTIFICIAL INTELLIGENCE......................................41
DISTRIBUTING AND USING MARKETING INFORMATION.......................................................42
OTHER MARKETING INFORMATION CONSIDERATIONS........................................42
PUBLIC POLICY AND ETHICS IN MARKETING RESEARCH.....................................................42
REVIEWING AND EXTENDING THE CONCEPTS..................................................42
1
,7 CUSTOMER VALUE–DRIVEN MARKETING STRATEGY:........................... 46
CREATING VALUE FOR TARGET CUSTOMERS......................................... 46
MARKETING STRATEGY............................................................................46
MARKET SEGMENTATION..........................................................................47
SEGMENTING CONSUMER MARKETS.............................................................................. 47
SEGMENTING BUSINESS MARKETS................................................................................ 48
SEGMENTING INTERNATIONAL MARKETS.........................................................................48
REQUIREMENTS FOR EFFECTIVE SEGMENTATION...............................................................49
MARKET TARGETING...............................................................................49
EVALUATING MARKET SEGMENTS.................................................................................. 50
SELECTING TARGET MARKET SEGMENTS........................................................................50
DIFFERENTIATION AND POSITIONING...........................................................52
POSITIONING MAPS.................................................................................................... 52
CHOOSING A DIFFERENTIATION AND POSITIONING STRATEGY..............................................52
COMMUNICATING AND DELIVERING THE CHOSEN POSITION................................................54
OBJECTIVES REVIEW...............................................................................55
8 PRODUCTS, SERVICES, AND BRANDS - BUILDING CUSTOMER VALUE...58
WHAT IS A PRODUCT?............................................................................58
PRODUCTS, SERVICES, AND EXPERIENCES......................................................................58
LEVELS OF PRODUCT AND SERVICES............................................................................. 58
PRODUCT AND SERVICE CLASSIFICATIONS......................................................................60
PRODUCT AND SERVICE DECISIONS.............................................................61
INDIVIDUAL PRODUCT AND SERVICE DECISIONS...............................................................61
PRODUCT LINE DECISIONS.......................................................................................... 63
PRODUCT MIX DECISIONS........................................................................................... 65
SERVICES MARKETING.............................................................................65
THE NATURE AND CHARACTERISTICS OF A SERVICE..........................................................65
MARKETING STRATEGIES FOR SERVICE FIRMS..................................................................66
THE SERVICE PROFIT CHAIN........................................................................................ 66
BRANDING STRATEGY: BUILDING STRONG BRANDS..........................................68
BRAND EQUITY AND BRAND VALUE............................................................................... 68
BUILDING STRONG BRANDS........................................................................................ 69
MANAGING BRANDS................................................................................................... 71
10: PRICING: UNDERSTANDING AND CAPTURING CUSTOMER VALUE......74
WHAT IS PRICE?...................................................................................74
MAJOR PRICING STRATEGIES.....................................................................75
CUSTOMER VALUE–BASED PRICING............................................................................... 75
COST-BASED PRICING................................................................................................ 76
COMPETITION-BASED PRICING..................................................................................... 79
OTHER INTERNAL AND EXTERNAL CONSIDERATIONS AFFECTING PRICE DECISIONS....80
2
,OVERALL MARKETING STRATEGY, OBJECTIVES, AND MIX...................................................80
THE MARKET AND DEMAND........................................................................................ 80
THE ECONOMY......................................................................................................... 83
OTHER EXTERNAL FACTORS........................................................................................ 83
12 MARKETING CHANNELS DELIVERING CUSTOMER VALUE...................87
SUPPLY CHAINS AND THE VALUE DELIVERY NETWORK......................................87
THE NATURE AND IMPORTANCE OF MARKETING CHANNELS................................................88
HOW CHANNEL MEMBERS ADD VALUE..........................................................................88
CHANNEL BEHAVIOR AND ORGANIZATION......................................................91
CHANNEL BEHAVIOR................................................................................................... 91
VERTICAL MARKETING SYSTEMS.................................................................................... 91
HORIZONTAL MARKETING SYSTEMS............................................................................... 93
MULTICHANNEL DISTRIBUTION SYSTEMS.........................................................................93
CHANGING CHANNEL ORGANIZATION............................................................................ 93
CHANNEL DESIGN DECISIONS....................................................................93
ANALYZING CONSUMER NEEDS.................................................................................... 93
SETTING CHANNEL OBJECTIVES.................................................................................... 94
IDENTIFYING MAJOR ALTERNATIVES............................................................................... 94
TYPES OF INTERMEDIARIES.......................................................................................... 94
EVALUATING THE MAJOR ALTERNATIVES..........................................................................94
DESIGNING INTERNATIONAL DISTRIBUTION CHANNELS......................................................95
CHANNEL MANAGEMENT DECISIONS............................................................95
PUBLIC POLICY AND DISTRIBUTION DECISIONS................................................................95
MARKETING LOGISTICS AND SUPPLY CHAIN MANAGEMENT................................95
14 ENGAGING CONSUMERS AND COMMUNICATING CUSTOMER VALUE
INTEGRATED MARKETING COMMUNICATIONS STRATEGY....................... 98
THE PROMOTION MIX.............................................................................99
INTEGRATED MARKETING COMMUNICATIONS................................................100
THE NEW MARKETING COMMUNICATIONS MODEL..........................................................100
THE NEED FOR INTEGRATED MARKETING COMMUNICATIONS............................................101
DEVELOPING EFFECTIVE MARKETING COMMUNICATION...................................102
A VIEW OF THE COMMUNICATION PROCESS..................................................................102
STEPS IN DEVELOPING EFFECTIVE MARKETING COMMUNICATION.......................................104
SETTING THE TOTAL PROMOTION BUDGET AND MIX.......................................105
SETTING THE TOTAL PROMOTION BUDGET....................................................................105
SHAPING THE OVERALL PROMOTION MIX.....................................................................106
20 SUSTAINABLE MARKETING SOCIAL RESPONSIBILITY AND ETHICS. . .110
MARKETING’S IMPACT ON SOCIETY AS A WHOLE............................................................113
MARKETING’S IMPACT ON OTHER BUSINESSES..............................................................113
CONSUMER ACTIONS TO PROMOTE SUSTAINABLE MARKETING..........................113
3
, CONSUMERISM........................................................................................................ 114
ENVIRONMENTALISM................................................................................................. 114
BUSINESS ACTIONS TOWARD SUSTAINABLE MARKETING..................................115
MARKETING ETHICS AND THE SUSTAINABLE COMPANY....................................117
4
CHAPTER 1......................................................................................... 5
CHAPTER 3....................................................................................... 14
CHAPTER 5 CONSUMER MARKETS AND BUYER BEHAVIOR.....................20
CHARACTERISTICS AFFECTING CONSUMER BEHAVIOR.......................................21
CULTURAL FACTORS................................................................................................... 21
SOCIAL FACTORS...................................................................................................... 22
PERSONAL FACTORS.................................................................................................. 23
PSYCHOLOGICAL FACTORS........................................................................................... 24
BUYING DECISION BEHAVIOR AND THE BUYER DECISION PROCESS.......................26
TYPES OF BUYING DECISION BEHAVIOR.........................................................................26
THE BUYER DECISION PROCESS................................................................................... 27
THE CUSTOMER JOURNEY............................................................................................ 29
THE BUYER DECISION PROCESS FOR NEW PRODUCTS......................................30
STAGES IN THE ADOPTION PROCESS............................................................................. 30
INFLUENCE OF PRODUCT CHARACTERISTICS ON RATE OF ADOPTION....................................31
CHAPTER 4: MANAGING MARKETING INFORMATION TO GAIN CUSTOMER
INSIGHTS.......................................................................................... 35
MARKETING INFORMATION AND CUSTOMER INSIGHTS.......................................35
MARKETING INFORMATION AND TODAY’S “BIG DATA”.......................................................35
MANAGING MARKETING INFORMATION........................................................................... 35
ASSESSING INFORMATION NEEDS AND DEVELOPING DATA.................................36
ASSESSING MARKETING INFORMATION NEEDS.................................................................36
DEVELOPING MARKETING INFORMATION.........................................................................37
MARKETING RESEARCH...........................................................................37
TRADITIONAL MARKETING RESEARCH IN TRANSITION........................................................38
DEFINING THE PROBLEM AND RESEARCH OBJECTIVES.......................................................38
DEVELOPING THE RESEARCH PLAN................................................................................ 39
GATHERING SECONDARY DATA..................................................................................... 39
PRIMARY DATA COLLECTION........................................................................................ 39
IMPLEMENTING THE RESEARCH PLAN............................................................................. 41
INTERPRETING AND REPORTING THE FINDINGS................................................................41
ANALYZING AND USING MARKETING INFORMATION..........................................41
BIG DATA, MARKETING ANALYTICS, AND ARTIFICIAL INTELLIGENCE......................................41
DISTRIBUTING AND USING MARKETING INFORMATION.......................................................42
OTHER MARKETING INFORMATION CONSIDERATIONS........................................42
PUBLIC POLICY AND ETHICS IN MARKETING RESEARCH.....................................................42
REVIEWING AND EXTENDING THE CONCEPTS..................................................42
1
,7 CUSTOMER VALUE–DRIVEN MARKETING STRATEGY:........................... 46
CREATING VALUE FOR TARGET CUSTOMERS......................................... 46
MARKETING STRATEGY............................................................................46
MARKET SEGMENTATION..........................................................................47
SEGMENTING CONSUMER MARKETS.............................................................................. 47
SEGMENTING BUSINESS MARKETS................................................................................ 48
SEGMENTING INTERNATIONAL MARKETS.........................................................................48
REQUIREMENTS FOR EFFECTIVE SEGMENTATION...............................................................49
MARKET TARGETING...............................................................................49
EVALUATING MARKET SEGMENTS.................................................................................. 50
SELECTING TARGET MARKET SEGMENTS........................................................................50
DIFFERENTIATION AND POSITIONING...........................................................52
POSITIONING MAPS.................................................................................................... 52
CHOOSING A DIFFERENTIATION AND POSITIONING STRATEGY..............................................52
COMMUNICATING AND DELIVERING THE CHOSEN POSITION................................................54
OBJECTIVES REVIEW...............................................................................55
8 PRODUCTS, SERVICES, AND BRANDS - BUILDING CUSTOMER VALUE...58
WHAT IS A PRODUCT?............................................................................58
PRODUCTS, SERVICES, AND EXPERIENCES......................................................................58
LEVELS OF PRODUCT AND SERVICES............................................................................. 58
PRODUCT AND SERVICE CLASSIFICATIONS......................................................................60
PRODUCT AND SERVICE DECISIONS.............................................................61
INDIVIDUAL PRODUCT AND SERVICE DECISIONS...............................................................61
PRODUCT LINE DECISIONS.......................................................................................... 63
PRODUCT MIX DECISIONS........................................................................................... 65
SERVICES MARKETING.............................................................................65
THE NATURE AND CHARACTERISTICS OF A SERVICE..........................................................65
MARKETING STRATEGIES FOR SERVICE FIRMS..................................................................66
THE SERVICE PROFIT CHAIN........................................................................................ 66
BRANDING STRATEGY: BUILDING STRONG BRANDS..........................................68
BRAND EQUITY AND BRAND VALUE............................................................................... 68
BUILDING STRONG BRANDS........................................................................................ 69
MANAGING BRANDS................................................................................................... 71
10: PRICING: UNDERSTANDING AND CAPTURING CUSTOMER VALUE......74
WHAT IS PRICE?...................................................................................74
MAJOR PRICING STRATEGIES.....................................................................75
CUSTOMER VALUE–BASED PRICING............................................................................... 75
COST-BASED PRICING................................................................................................ 76
COMPETITION-BASED PRICING..................................................................................... 79
OTHER INTERNAL AND EXTERNAL CONSIDERATIONS AFFECTING PRICE DECISIONS....80
2
,OVERALL MARKETING STRATEGY, OBJECTIVES, AND MIX...................................................80
THE MARKET AND DEMAND........................................................................................ 80
THE ECONOMY......................................................................................................... 83
OTHER EXTERNAL FACTORS........................................................................................ 83
12 MARKETING CHANNELS DELIVERING CUSTOMER VALUE...................87
SUPPLY CHAINS AND THE VALUE DELIVERY NETWORK......................................87
THE NATURE AND IMPORTANCE OF MARKETING CHANNELS................................................88
HOW CHANNEL MEMBERS ADD VALUE..........................................................................88
CHANNEL BEHAVIOR AND ORGANIZATION......................................................91
CHANNEL BEHAVIOR................................................................................................... 91
VERTICAL MARKETING SYSTEMS.................................................................................... 91
HORIZONTAL MARKETING SYSTEMS............................................................................... 93
MULTICHANNEL DISTRIBUTION SYSTEMS.........................................................................93
CHANGING CHANNEL ORGANIZATION............................................................................ 93
CHANNEL DESIGN DECISIONS....................................................................93
ANALYZING CONSUMER NEEDS.................................................................................... 93
SETTING CHANNEL OBJECTIVES.................................................................................... 94
IDENTIFYING MAJOR ALTERNATIVES............................................................................... 94
TYPES OF INTERMEDIARIES.......................................................................................... 94
EVALUATING THE MAJOR ALTERNATIVES..........................................................................94
DESIGNING INTERNATIONAL DISTRIBUTION CHANNELS......................................................95
CHANNEL MANAGEMENT DECISIONS............................................................95
PUBLIC POLICY AND DISTRIBUTION DECISIONS................................................................95
MARKETING LOGISTICS AND SUPPLY CHAIN MANAGEMENT................................95
14 ENGAGING CONSUMERS AND COMMUNICATING CUSTOMER VALUE
INTEGRATED MARKETING COMMUNICATIONS STRATEGY....................... 98
THE PROMOTION MIX.............................................................................99
INTEGRATED MARKETING COMMUNICATIONS................................................100
THE NEW MARKETING COMMUNICATIONS MODEL..........................................................100
THE NEED FOR INTEGRATED MARKETING COMMUNICATIONS............................................101
DEVELOPING EFFECTIVE MARKETING COMMUNICATION...................................102
A VIEW OF THE COMMUNICATION PROCESS..................................................................102
STEPS IN DEVELOPING EFFECTIVE MARKETING COMMUNICATION.......................................104
SETTING THE TOTAL PROMOTION BUDGET AND MIX.......................................105
SETTING THE TOTAL PROMOTION BUDGET....................................................................105
SHAPING THE OVERALL PROMOTION MIX.....................................................................106
20 SUSTAINABLE MARKETING SOCIAL RESPONSIBILITY AND ETHICS. . .110
MARKETING’S IMPACT ON SOCIETY AS A WHOLE............................................................113
MARKETING’S IMPACT ON OTHER BUSINESSES..............................................................113
CONSUMER ACTIONS TO PROMOTE SUSTAINABLE MARKETING..........................113
3
, CONSUMERISM........................................................................................................ 114
ENVIRONMENTALISM................................................................................................. 114
BUSINESS ACTIONS TOWARD SUSTAINABLE MARKETING..................................115
MARKETING ETHICS AND THE SUSTAINABLE COMPANY....................................117
4
