Textbook Notes (270,000)
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UTSC (20,000)
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MGMA01H3 (200)
Chapter 1-20

MGMA01 Chapter 1-20: MyNotes


Department
Management (MGM)
Course Code
MGMA01H3
Professor
Cindy Chan
Chapter
1-20

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Principles of Marketing
Principles of Marketing
Kotler & Armstrong: Principles of Marketing, 9th edition
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Principles of Marketing
Table of Contents
1 Marketing in a Changing World.........................................................................................................................5
1.1 Marketing Model – Core concepts............................................................................................................................5
1.2 Marketing management.............................................................................................................................................6
1.3 Marketing concepts...................................................................................................................................................8
1.4 Challenges in the new connected millennium...........................................................................................................9
2 Strategic Planning and the Marketing Process................................................................................................10
2.1 Strategic planning process......................................................................................................................................10
2.2 Marketing process...................................................................................................................................................12
3 The Marketing Environment.............................................................................................................................15
3.1 Overview.................................................................................................................................................................15
3.2 Microenvironment...................................................................................................................................................15
3.3 Macroenvironment..................................................................................................................................................17
3.4 Responding to marketing environment...................................................................................................................19
4 Marketing Research and Information Systems................................................................................................20
4.1 General....................................................................................................................................................................20
4.2 Marketing information system (MIS)......................................................................................................................20
4.3 Marketing research process.....................................................................................................................................21
4.4 Other marketing research considerations................................................................................................................24
5 Consumer Markets and Consumer Buyer Behavior.......................................................................................25
5.1 Model of consumer behavior .................................................................................................................................25
5.2 Characteristics affecting consumer behavior.......................................................................................................... 25
5.3 Types of buying decision behavior.........................................................................................................................29
5.4 The buyer decision process.....................................................................................................................................30
5.5 The buyer decision process for new products.........................................................................................................30
5.6 Consumer behavior across international borders....................................................................................................31
6 Business Markets and Business Buyer Behavior.............................................................................................32
6.1 Overview.................................................................................................................................................................32
6.2 Business buyer behavior.........................................................................................................................................33
6.3 Institutional and government markets.....................................................................................................................35
7 Market Segmentation, Targeting, and Positioning for Competitive Advantage...........................................36
7.1 Overview.................................................................................................................................................................36
7.2 Market Segmentation..............................................................................................................................................37
7.3 Market targeting......................................................................................................................................................39
7.4 Positioning for competitive advantage....................................................................................................................40
8 Product and Services Strategy...........................................................................................................................43
8.1 What is a product?..................................................................................................................................................43
8.2 Product classifications.............................................................................................................................................44
8.3 Individual product decisions...................................................................................................................................46
8.4 Product line decisions.............................................................................................................................................49
8.5 Product mix decisions.............................................................................................................................................50
8.6 Services marketing..................................................................................................................................................51
8.7 International product and services marketing............................................................................... ..........................52
9 New-Product Development and Product Life-Cycle Strategies......................................................................53
9.1 New product development strategy.........................................................................................................................53
9.2 Product life-cycle strategies....................................................................................................................................56
10 Pricing Products: Pricing Considerations and Approaches..........................................................................59
10.1 Introduction...........................................................................................................................................................59
10.2 Factors to consider when setting prices........................................................ ........................................................ 59
10.3 General pricing approaches...................................................................................................................................62
11 Pricing Products: Pricing Strategies...............................................................................................................64
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Principles of Marketing
11.1 New-product pricing strategies.............................................................................................................................64
11.2 Product mix pricing strategies...............................................................................................................................64
11.3 Price adjustment strategies....................................................................................................................................65
11.4 Price changes........................................................................................................................................................68
11.5 Public policy and pricing......................................................................................................................................69
12 Distribution Channels and Logistics Management........................................................................................71
12.1 The nature of distribution channels.......................................................................................................................71
12.2 Channel behavior and organization.......................................................................................................................72
12.3 Channel design decisions......................................................................................................................................74
12.4 Channel management decisions............................................................................................................................76
12.5 Public policy and distribution decisions................................................................................... ............................76
12.6 Physical distribution and logistics management...................................................................................................77
13 Retailing and wholesaling.................................................................................................................................80
13.1 Retailing................................................................................................................................................................80
13.2 Retailer marketing decisions.................................................................................................................................83
13.3 The future of retailing...........................................................................................................................................84
13.4 Wholesaling..........................................................................................................................................................85
13.5 Wholesaler marketing decisions............................................................................................ ...............................86
13.6 Trends in wholesaling...........................................................................................................................................87
14 Integrated marketing communications strategy.............................................................................................88
14.1 The marketing communications mix.....................................................................................................................88
14.2 Integrated marketing communications..................................................................................................................88
14.3 A view of the communication process..................................................................................................................89
14.4 Steps in developing effective communication.......................................................................................................90
14.5 Setting the total promotion budget and mix..........................................................................................................93
14.6 Socially responsible marketing communication....................................................................................................95
15 Advertising, sales promotions, and public relations......................................................................................96
15.1 Advertising............................................................................................................................................................96
15.2 Sales promotion..................................................................................................................................................100
15.3 Public relations....................................................................................................................................................101
16 Personal selling and sales management.........................................................................................................103
16.1 Role of personal selling.......................................................................................................................................103
16.2 Managing the sales force.....................................................................................................................................103
16.3 Principles of personal selling..............................................................................................................................105
17 Direct and online marketing: the new marketing model.............................................................................108
17.1 What is direct marketing?...................................................................................................................................108
17.2 Benefits and growth of direct marketing.............................................................................................................108
17.3 Customer databases and direct marketing...........................................................................................................109
17.4 Forms of direct marketing...................................................................................................................................109
17.5 Online marketing and electronic commerce........................................................................................................110
17.6 Integrated direct marketing.................................................................................................................................112
17.7 Public policy and ethical issues in direct marketing........................................................................................... 112
18 Competitive strategies.....................................................................................................................................113
18.1 Customer relationship marketing........................................................................................................................113
18.2 Competitive marketing strategies........................................................................................................................115
18.3 Balancing customer and competitor orientations................................................................................................118
19 The global marketplace..................................................................................................................................119
19.1 Global marketing in the twenty-first century............................................................................ ..........................119
19.2 Looking at the global marketing environment.................................................................................................... 119
19.3 Deciding whether to go international..................................................................................................................121
19.4 Deciding which markets to enter.........................................................................................................................121
19.5 Deciding how to enter the market.......................................................................................................................121
19.6 Deciding on the global marketing program.........................................................................................................122
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