内容简介

内容提要

本书作者是美国营销学界权威人士之一，这本《营销管理－分析、

计划、执行与控制》已取得营销学界的普遍认可，并广泛地应用于教

学和实践。第九版由介绍营销管理的原理概念、分析营销机会、制定

营销战略、营销计划和组织执行市场营销等五个部分组成，继续保持

了以往各版的一些基本出发点和特征，包括：

1.面向管理者，重点在于决策协调；

2提供分析营销管理中常见问题的一个框架，以真实的案例说明原理；

3.引用许多经济学、行为科学和数学方面的基本原理；

4.把营销思想应用于市场的各个方面、而不只是指产品和服务；

5.覆盖面广而内容安排均衡，包括了一个营销管理人员需要知道的

所有课题。

作者看到了营销中非常重要的一些趋势，如全球营销观点的进一

步兴起、电子网上销售、高技术产业营销地位的加强、公众及企业对

市场及营销行为道德的呼吁等等，并如多年前提出著名的营销组合概

念一样，又提出了许多新的营销观点和概念。可以说，作者捕捉新信

息的能力是非凡的。这本书堪称营销方面的最新著作，对将来或许产

生深远的影响。

本书可以作为大学商学院本科生和研究生教学的优秀教科书，也

可用作研究和实际工作的参考。

作品目录

BRIEF CONTENTS

UNDERSTANDING MARKETING MANAGEMENT

1 Assessing Marketing's Critical Role in Organizational Performance

2 Building Customer Satisfaction Through Quality, Service, and Value

3 Winning Markets Through Market-Oriented Strategic Planning

ANALYZING MARKETING OPPORTUNITIES

4 Managing Marketing Information and Measuring Market Demand

5 Scanning the Marketing Environment

6 Analyzing Consumer Markets and Buying Behavior

7 Analyzing Business Markets and Business Buying Behavior

8 Analyzing Industries and Competitors

9 Identifying Market Segments and Selecting Target Markets

DEVELOPING MARKETING STRATEGIES

10 Differentiating and Positioning the Market Offering

11 Developing New Products

12 Managing Life-Cycle Strategies

13 Designing Marketing Strategies for Market Leaders, Challengers,Followers, and Nichers

14 Designing and Managing Global Marketing Strategies

PLANNING MARKETING PROGRAMS

15 Managing Product Lines, Brands, and Packaging

16 Managing Service Businesses and Product Support Services

17 Designing Pricing Strategies and Programs

18 Selecting and Managing Marketing Channels

19 Managing Retailing, Wholesaling, and Market Logistics

20 Designing and Managing Integrated Marketing Communications

21 Managing Advertising, Sales Promotion, and Public Relations

22 Managing the Sales Force

23 Managing Direct and Online Marketing

MANAGING THE MARKETING EFFORT

Organizing, Implementing, Evaluating, and Controlling Marketing

Activities

TECHNICAL APPENDIXES

Appendix 1. The Theory of Effective Marketing-Resource Allocation

Appendix 2. Statistical Methods for Future Demand Projection

AUTHOR INDEX

COMPANY/BRAND INDEX

SUBJECT INDEX

Preface

Part l

UNDERSTANDING MARKETING

MANAGEMENT

CHAPTER 1 Assessing Marketing's Critical Role in Organizational

Performance

DOING BUSINESS IN THE GLOBAL ECONOMY

The Global Economy ?The Income Gap ?The

Environmental Imperative and Other Business Trends ? Technological Advances ?Focus on the Customer ? Other Issues

WHAT IS MARKETING? THE CORE CONCEPTS

Needs, Wants, and Demands ?Products (Goods, Services,

and Ideas) ?Value, Cost, and Satisfaction ?Exchange

and Transactions ?Relationships and Networks ? Markets ?Marketers and Prospects

MARKETING MANAGEMENT

COMPANY ORIENTATIONS TOWARD THE

MARKETPLACE

The Production Concept ?The Product Concept ? The Selling Concept/Sales Concept ?The Marketing

Concept ?The Societal Marketing Concept

THE RAPID.ADOPTION OF MARKETING

MANAGEMENT

In the Business Sector ?In the Nonprofit Sector ?In;

the Global Sector

SUMMARY

CONCEPT APPLICATIONS

NOTES

CHAPTER 2 Building Customer Satisfaction Through Qualtty,

Service, and Value

DEFINING CUSTOMER VALUE AND SATISPACTION

Customer Value ?Customer Satisfaction

DELIVERING CUSTOMER VALUE AND

SATISFACTION

Value Chain ?Value-Delivery Network

ATTRACTING AND RBTAINING CUSTOMERS

Computihg the Cost ofLostCustomers ?TheNeedfor

Customer Retention ?Relationship Marketing:

The Key

CUSTOMER PROFITABILITY: THE ULTIMATE TEST

IMPLEMENTING TOTAL QUALITY MARKETING

SUMMARY

CONCEPT APPUCATIONS

NOTES

CHAPTBR 3 Winning Markets Through Market-Oriented Strategic

Planning

THE NATURE OF HlGH-PERFORMANCE BUSINESSES

Stakeholders ?Processes ?Resources ? Organization and Organizational Culture

CORPORATE AND DlVISION STR ATEGIC PLANNING

Defining the Corporate Mission ?Establishing Strategic

Business Units ?Assigning Resources to Each SBU ? Planning New Businesses ?Downsizing Older

Businesses

BUSINESS STRATEGIC PLANNING

Business Mission 80 ?External Environment Analysis

(Opportunity and Threat Analysis) ?Internal Environment

Analysis (Strengths/Weaknesses Analysis) ?Goal

Formulation ?Strategy Pormulation ?Program

Formulation ?Implementation ?Peedback and

Control

THE MARKETING PROCESS

Analyzing Marketing Opportunities ?Developirig

Marketing Strategies ?Planning Marketing Programs

?Managing the Marketing Effort

PRODUCT PLANNING: THE NATURE AND CONTENTS OF A

MARKETING PLAN

Executive Summary and Table of Contents ?Current

Marketing Situation ?Opportunity and Issue Analysis

?Objectives ?Marketing Strategy ?Action

Programs ?Projected Profit-and-Loss Statement ? Controls

THE SHAPE OF MARKETING PLANNING IN THE

1990s

SUMMARY

CONCEPT APPLICATIONS

NOTES

Part 11

ANALYZING MARKETING

OPPORTUNITIES

CHAPTER 4 Managing Marketing Information and Measuring

Market Demand

WHAT IS A MARKETING INFORMATION SYSTEM?

INTERNAL RECORDS SYSTEM

The Order-to-Payment Cycle ?Sales Reporting

Systems

MARKETING INTELLIGENCE SYSTEM

MARKETING RESEARCH SYSTEM

Suppliers ofMarketing Research ?The Marketing Research

Process ?The Characteristics ofGoodMarketing Research

?Overcoming Barriers to the Use ofMarketing Research

MARKETING DECISION SUPPORT SYSTEM

AN OVERVIEW OF FORECASTING AND DEMAND

MEASUREMENT

Measures of Market Demand ?Which Market to

Measure? ?A Vocabulary for Demand Measurement

?Estimating Current Demand ?Estimating Future

Demand

SUMMARY

CONCEPT APPLICATIONS

NOTES

CHAPTER 5 Scanning the Marketing Environment

ANALYZING NEEDS AND TRENDS IN THE

MACROENVIRONMENT

IDENTIFYING AND RESPONDING TO THE MAJOR

MACROENVIRONMENT FORCES

Demographic Environment ?Economic Environment

?Natural Environment

?Political/Legal Environment

Environment

SUMMARY

CONCEPT APPLICATIONS

NOTES

CHAPTER 6 Analyzing Consumer Markets and Buying

Behavior

A MODEL OF CONSUMER BEHAVIOR

MAJOR FACTORS INFLUENCING BUYING

BEHAVIOR

Cultural Factors ?Social Factors ?Personal

Factors ?Psychological Factors

?Technological Environment

?Social/Cultural

THE BUYING PROCESS

Buying Roles ?Buying Behavior

the Buying Decision Process

SUMMARY

CONCEPT APPLICATIONS

NOTES

?The Stages of

CHAPTER 7 Analyzing Business Markets and Business Buying

Behavior

WHAT IS ORGANIZATIONAL BUYING?

The Business Market versus the Consumer Market ? Buying Situations ?Participants in the Business Buying

Process ?Major Influences on Business Buyers ? The Purchasing/Procurement Process

INSTITUTIONAL AND GOVERNMENT MARKETS

SUMMARY

CONCEPT APPLICATIONS

NOTES

CHAPTER 8 Analyzing Industries and Competitors

IDENTIFYING COMPETITORS

Industry Concept of Competition ?Market Concept of

Competition

IDENTIFYING COMPETITORS' STRATEGIES

DETERMINING COMPETITORS' OBJECTIVES

ASSESSING COMPETITORS' STRENGTHS AND

WEAKNESSES

ESTIMATING COMPETITORS' REACTION PATTERNS

DESIGNING THE COMPETITIVE INTELLIGENCE

SYSTEM

SELECTING COMPETITORS TO ATTACK AND AVOID

BALANCING CUSTOMER AND COMPETITOR

ORIENTATIONS

SUMMARY

CONCEPT APPLICATIONS

NOTES

CHAPTER 9 Identifying Market Segments and Selecting Market

Targets

MARKET SEGMENTATION

Levels of Market Segmentation ?Patterns of Market

Segmentation ?Market-Segmentation Procedure ? Bases for Segmenting Consumer Markets ?Bases for

Segmenting Business Markets ?Requirements for Effective

Segmentation

MARKET TARGETING

Evaluating the Market Segments ?Selecting the Market

Segments ?Additional Considerations in Evaluating and

Selecting Segments

SUMMARY

CONCEPT APPLICATIONS

NOTES

Part lll

DEVELOPING MARKETING STRATEGIES

CHAPTER 10 Differentiating and Positioning the Market

Offering

TOOLS FOR COMPETITIVE DlFFERENTIATION

Product Differentiation ?Services Differentiation

Personnel Differentiation ?Channel Differentiation

?Image Differentiation

DEVELOPING A POSITIONING STRATEGY

How Many Differences to Promote? ?Which Differences

to Promote?

COMMUNICATING THE COMPANY'S POSITIONING

SUMMARY

CONCEPT APPLICATIONS

NOTES

CHAPTER 11 Developing New Products

CHALLENGES IN NEW-PRODUCT DEVELOPMENT

EFFECTIVE ORGANIZATIONAL ARRANGEMENTS

MANAGING THE NEW-PRODUCT DEVELOPMENT

PROCESS

Idea Generation ?Idea Screening ?Concept

Development and Tescing ?Marketing Strategy

Development ?Business Analysis ? Product Development ?Market Testing ? Commetcialization

?THE CONSUMER-ADOPTION PROCESS

Stages in the Adoption Process ?Factors Influencing rhe

Adoprion Process

SUMMARY

CONCEPT APPLICATIONS

NOTES

CHAPTER 12 Managing Life-Cycle Strategies

THE PRODUCT LlFE CYCLE

Demand/Technology Life Cycle ?Stages in the Product

Life Cycle ?Product-Category, Product-Form, Product,

and Brand Life Cycles ?Other Shapes of the Product Life

Cycle The International Product Life Cycle

MARKETING STRATEGIES THROUGHOUT THE PLC

Introduction Stage ?Growth Stage ?Maturity

Stage ?Decline Stage

the Product Life-Cycle Concept

MARKET EVOLUTION

Stages in Market Evolution

Competition

SUMMARY

CONCEPT APPLICATIONS

NOTES

?Summary and Cntique of

?Dynamics of Attribute

CHAPTER 13 Designing Marketing Strategies for Market Leaders,

Challengers, Followers, and Nichers

MARKET-LEADER STRATEGIES

Expanding the Total Market ?Defending Market Share

?Expanding Market Share ?Two Case Scudies:

Procter & Gamble and Caterpillar

MARKET-CHALLENGER STRATEGIES

Defining the Strategic Objective and Opponent(s) ? Choosing a General Attack Stracegy ?Choosing a Specific

Attack Strategy

MARKET-FOLLOWER STRATEGIES

MARKET-NlCHER STRATEGIES

Niche Specialization

SUMMARY

CONCEPT APPLICATIONS

NOTES

CHAPTER 14 Designing and Managing Global Marketing

Strategies

DECIDING WHETHER TO GO ABROAD

DECIDING WHICH MARKETS TO ENTER

DECIDING HOW TO ENTER THE MARKET

Indlrect Export ?Direct Export ?Licensing

?Joint Venrures ?Direct Investment ?The

Internationalization Process

DECIDING ON THE MARKETING PROGRAM

Product ?Promotion ?Price ?Place

(Distribution Channels)

DECIDING ON THE MARKETING ORGANIZATION

Export Deparrment ?International Division ? Global Organization

SUMMARY

CONCEPT APPLICATIONS

NOTES

Part IV

PLANNING MARKETING PROGRAMS

CHAPTER 15 Managing Product Lines, Brands, and

Packaging

WHAT IS A PRODUCT?

Five Levels of a Product ?Product Hierarchy ? Product Classifications

PRODUCT-MIX DECISIONS

PRODUCT-LINE DECISIONS

Product-Line Analysis ?Product-Line Length ? Line Modernization ?Line Featuring ?Line

Pruning

BRAND DECISIONS

What Is a Brand? ?The Concept and Measarement of

Brand Equity ?Challenges in Branding

PACKAGING AND LABELING DECISIONS

Packaging ?Labeling

SUMMARY

CONCEPT APPLICATIONS

NOTES

CHAPTER 16 Managing Service Businesses and Product Support

Services

THE NATURE AND CLASS.IFICATION OF SERVICES

CHARACTERISTICS OF SERVICES AND THEIR MARKETING

IMPLICATIONS

Intangibility ?Inseparability ?Variability

Perishability

MARKETING STRATEGIES FOR SERVICE FlRMS

Managing Differentiation ?Managing Service Quality

?Managing Productivity

MANAGING PRODUCT SUPPORT SERVICES

Postsale Service Strategy

SUMMARY

CONCEPT APPLICATIONS

NOTES

CHAPTER 17 Designing Pricing Strategies and Programs

SETTING THE PRICE

Selecting the Pricing Objective ?Decermining Demand

?Estimating Costs ?Analyzing Competitors' Costs,

Prices, and Offers ?Selecting a Pricing Method ? Selecting the Final Price

ADAPTING THE PRICE

Geographical Pricing (Cash, Countertrade, and Barter) ? Price Discounts and Allowances ?Promotional Pricing

512 ?Discriminatory Pricing ?Product-Mix Pricing

INITIATING AND RESPONDING TO PRICE CHANGES

Initiating Price Cucs ?Initiating Price Increases ? Reactions to Price Changes ?Responding to Competitors'

Price Changes

SUMMARY

CONCEPT APPLICATIONS

NOTES

CHAPTER 18 Selecting and Managing Marketing Channels

WHAT ARE MARKETING CHANNELS?

Why Are Marketing Intermediaries Used? ?Channel

Functions and Flows ?Channel Levels ?Channels

in the Service Sector

CHANNEL-DESIGN DECISIONS

Analyzing Cuscomers' Desired Service Output Levels ? Establishing the Channel Objectives and Constraints ? Identifying the Major Channel Akernatives ?Evaluating

the Major Channel Alternatives

CHANNEL-MANAGEMENT DECISIONS

Selecting Channel Members ?Motivating Channel

Members ?Evaluating Channel Members ? Modifying Channel Arrangements

CHANNEL DYNAMICS

Vertical Marketing Systems ?Horizontal Marketing

Systems Multchannel Marketing Systems ? Roles oflndividual Firms in a Channel

CHANNEL COOPERATION, CONFLICT, AND

COMPETITION

Types ofConflict and Competition ?Causes ofChannel

Conflict ?Managing Channel Conflict ?Legal and

Ethical Issues in Channel Relations

SUMMARY

CONCEPT APPLICATIONS

NOTES

CHAPTER 19 Managing Retailing, Wholesaling, and Market

Logistics

RETAILING

Types of Retailers ?Retailer Marketing Decisions ? Trends in Retailing

WHOLESALING

The Growth and Types ofWholesaling ?Wholesaler

Marketing Decisions ?Trends in Wholesaling

MARKET LOGISTICS

Market-Logistics Objectives ?Market-Logistics Detisions

?Organizational Lessons About Market Objeccives

SUMMARY

CONCEPT APPLICATIONS

NOTES

CHAPTER 20 Designing and Managing Integrated Marketing

Communications

A VlEW OF THE COMMUNICATION PROCESS

DEVELOPING EFFECTIVE COMMUNICATIONS

Identifying the Target Audience ?Determining the

Communication Objectives ?Designing the Message

?Selecting the Communicacion Channels ? Establishing the Total Promotion Budget ?Deciding on

the Promotion Mix ?Measuring the Promotion's Results

?Managing and Coordinating Integrated Marketing

Communications

SUMMARY

CONCEPT APPLICATIONS

NOTES

CHAPTER 21 Managing Advertising, Sales Promotion, and Public

Relations

DEVELOPING AND MANAG'ING AN ADVERTISING

PROGRAM

Setting the Advertising Objectives ?Deciding on the

Advertising Budget ?Choosing the Advertising Message

?Deciding on the Media ?Evaluating Advertising

Effecciveness

SALES PROMOTION

The Rapid Growth ofSales Promotion ?Purpose of Sales

Promotion ?Major Decisions in Sales Promotion

PUBLIC RELATIONS

Major Decisions in Marketing PR

SUMMARY

CONCEPT APPLICATIONS

NOTES

CHAPTER 22 Managing the Sales Force

DESIGNING THE SALES FORCE

Sales Force Objectives ?Sales Force Strategy ? Sales Force Structure ?Sales Force Size ?Sales

Force Compensation

MANAGING THE SALES FORCE

Recruiting and Selecting Sales Representatives ?Training

Sales Representacives ?Supervising Sales Representatives

696 ?Motivating Sales Represencatives ?Evaluating Sales

Representative.s

PRINCIPLES OF PERSONAL SELLING

Sales Professionalism ?Negotiation ?Relationship

Marketing

SUMMARY

CONCEPT APPLICATIONS

NOTES

CHAPTER 23 Managing Direct and Online

Marketing

THE GROWTH AND BENEFITS OF DlRECT

MARKETING

The Growth of Direct Marketing and Electronic Shopping ? The Benefits of Direct Marketing

CUSTOMER DATABASES AND DlRECT

MARKETING

MAJOR CHANNELS FOR DlRECT MARKETING

Face-to-Face Selling ?Direct-Mail Marketing ? Catalog Marketing ?Telemarketing ?Television

and Other Major Media Direct-Response Marketing ? Kiosk Marketing ?Online Channels

MARKETING IN THE TWENTY-FIRST CENTURY: ONLINE

MARKETING

The Benefits ofOnline Marketing ?Online Marketing

Channels

THE GROWING USE OF INTEGRATED DlRECT

MARKETING

PUBLIC AND ETHICAL ISSUES IN THE USE OF DlRECT

MARKETING

SUMMARY

CONCEPT APPLICATIONS

NOTES

Part V

MANAGING THE MARKETING EFFORT

CHAPTER 24 Organizing, Implementing, Evaluating, and

Controlling Marketing Activities

COMPANY ORGANIZATION

MARKETING ORGANIZATION

The Evolution of the Marketing Department ?Ways of

Organizing the Marketing Department ?Marketing's

Relations with Other Departments ?Scracegies for

Building a Companywide Marketing Orientation

MARKETING IMPLEMENTATION

CONTROLLING MARKETING ACTIVITY

Annual-Plan Control ?Profitability Control

Efficiency Control ?Strategic Control

SUMMARY