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Contents

Preface 17
Acknowledgments 23 Chapter 2
Company and Marketing Strategy:
partnering to Build Customer engagement, Value,
Part 1: Defining Marketing and the Marketing
and relationships 62
Process 26 Company-Wide Strategic Planning: Defining Marketing’s Role 64
Defining a Market-Oriented Mission 64 | Setting Company

Chapter 1
Marketing: Creating Customer Value and
Objectives and Goals 66
Designing the Business Portfolio 66
engagement 26 Analyzing the Current Business Portfolio 67 | The Boston
Consulting Group Approach 67 | Developing Strategies for
What Is Marketing? 28 Growth and Downsizing 70
Marketing Defined 29 | The Marketing Process 29 Planning Marketing: Partnering to Build Customer
Understanding the Marketplace and Customer Relationships 72
Needs 30 Partnering with Other Company Departments 72 | Partnering
Customer Needs, Wants, and Demands 30 | Market with Others in the Marketing System 73
Offerings—Products, Services, and Experiences 31 | Marketing Strategy and the Marketing Mix 74
Customer Value and Satisfaction 31 | Exchanges and Customer Value–Driven Marketing Strategy 74 | Developing an
Relationships 33 | Markets 33 Integrated Marketing Mix 77
Designing a Customer Value–Driven Marketing Strategy Managing the Marketing Effort and Marketing Return on
and Plan 34 Investment 79
Customer Value–Driven Marketing Strategy 34 | Preparing an Managing the Marketing Effort 79 | Measuring and Managing
Integrated Marketing Plan and Program 38 Marketing Return on Investment 83
Managing Customer Relationships and Capturing Customer REVIEWING AND ExTENDING THE CONCEPTS 84 | OBjECTIVES
Value 38 REVIEW AND KEY TERMS 84 | Objectives Review 84 | Key
Engaging Customers and Managing Customer Terms 85 | DISCuSSION AND CRITICAL THINKING 86 | Discussion
Relationships 38 | Capturing Value from Customers 44 Questions 86 | Critical Thinking Exercises 86 | APPLICATIONS AND
The Changing Marketing Landscape 46 CASES 86 | Online, Mobile, and Social Media Marketing: Google’s
The Digital Age: Online, Mobile, and Social Media (Alphabet’s) Mission 86 | Marketing Ethics: Predicting the
Marketing 46 | The Changing Economic Environment 50 | Future 87 | Marketing by the Numbers: Apple vs. Microsoft 87 |
The Growth of Not-for-Profit Marketing 51 | Rapid Video Case: Konica 87 | Company Case: Facebook: Making the
Globalization 52 | Sustainable Marketing—The Call for More World More Open and Connected 88
Environmental and Social Responsibility 53 | So, What Is
Marketing? Pulling It All Together 53
Part 2: Understanding the Marketplace and Consumer
REVIEWING AND ExTENDING THE CONCEPTS 55 |
Value 90
OBjECTIVES REVIEW AND KEY TERMS 55 | Objectives

3
Review 55 | Key Terms 56 | DISCuSSION AND CRITICAL
THINKING 57 | Discussion Questions 57 | Critical Thinking Chapter analyzing the Marketing environment 90
Exercises 57 | APPLICATIONS AND CASES 57 | Online,
Mobile, and Social Media Marketing: The ALS Ice The Microenvironment and Macroenvironment 92
Bucket Challenge 57 | Marketing Ethics: Exaggeration and High The Microenvironment 92 | The Macroenvironment 96
Pressure 58 | Marketing by the Numbers: Be on the The Demographic and Economic Environments 96
First Page 58 | Video Case: Eskimo joe’s 58 | Company Case: The Demographic Environment 96 | The Economic Environment 103
Argos: Creating Customer Value amid Change and The Natural and Technological Environments 104
Turbulence 59 The Natural Environment 104 | The Technological Environment 106

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The Political–Social and Cultural Environments 108 Buying Decision Behavior and the Buyer Decision
The Political and Social Environment 108 | The Cultural Process 174
Environment 111 Types of Buying Decision Behavior 174 | The Buyer Decision
Responding to the Marketing Environment 114 Process 175
REVIEWING AND ExTENDING THE CONCEPTS 117 | OBjECTIVES The Buyer Decision Process for New Products 178
REVIEW AND KEY TERMS 117 | Objectives Review 117 | Key Stages in the Adoption Process 178 | Individual Differences in
Terms 117 | DISCuSSION AND CRITICAL THINKING 118 | Innovativeness 179 | Influence of Product Characteristics on
Discussion Questions 118 | Critical Thinking Exercises 118 | Rate of Adoption 179
APPLICATIONS AND CASES 118 | Online, Mobile, and Social REVIEWING AND ExTENDING THE CONCEPTS 180 |
Media Marketing: Sharing Economy 118 | Marketing Ethics: Your OBjECTIVES REVIEW AND KEY TERMS 180 | Objectives
Insurance Renewal Notice Could Be a Trap 118 | Marketing by the Review 180 | Key Terms 181 | DISCuSSION AND CRITICAL
Numbers: Demographic Trends 119 | Video Case: Burger King 119 | THINKING 182 | Discussion Questions 182 | Critical
Company Case: Fitbit: Riding the Fitness Wave to Glory 119 Thinking Exercises 182 | APPLICATIONS AND CASES 182 |
Online, Mobile, and Social Media Marketing: Blogvertorials 182 |
Chapter 4
Managing Marketing Information to Gain Marketing Ethics: Make Yourself Feel Good 183 | Marketing
by the Numbers: Evaluating Alternatives 183 | Video Case:
Customer Insights 122
IMG Worldwide 183 | Company Case: GoldieBlox: Swimming
upstream against Consumer Perceptions 184
Marketing Information and Customer Insights 124
Marketing Information and Today’s “Big Data” 125 | Managing
Marketing Information 125
Assessing Information Needs and Developing Data 126
Assessing Marketing Information Needs 126 | Developing
Chapter 6
Business Markets and Business Buyer
Behavior 186
Marketing Information 126
Marketing Research 130 Business Markets 188
Defining the Problem and Research Objectives 130 | Developing Market Structure and Demand 189 | Nature of the Buying
the Research Plan 131 | Gathering Secondary Data 132 | unit 189 | Types of Decisions and the Decision
Primary Data Collection 133 | Implementing the Research Process 189
Plan 140 | Interpreting and Reporting the Findings 140 Business Buyer Behavior 190
Analyzing and Using Marketing Information 140 Major Types of Buying Situations 191 | Participants in the
Customer Relationship Management (CRM) 141 | Big Business Buying Process 192 | Major Influences on Business
Data and Marketing Analytics 141 | Distributing and using Buyers 192
Marketing Information 144 The Business Buyer Decision Process 195
Other Marketing Information Considerations 144 Problem Recognition 195 | General Need Description 196 |
Marketing Research in Small Businesses and Nonprofit Product Specification 196 | Supplier Search 196 | Proposal
Organizations 144 | International Marketing Research 145 |
Solicitation 196 | Supplier Selection 197 | Order-Routine
Public Policy and Ethics in Marketing Research 147 Specification 197 | Performance Review 197
REVIEWING AND ExTENDING THE CONCEPTS 149 | Engaging Business Buyers with Digital and Social
OBjECTIVES REVIEW AND KEY TERMS 149 | Objectives Marketing 197
Review 149 | Key Terms 150 | DISCuSSION AND CRITICAL E-procurement and Online Purchasing 197 | Business-
THINKING 150 | Discussion Questions 150 | Critical Thinking to-Business Digital and Social Media Marketing 198
Exercises 151 | APPLICATIONS AND CASES 151 | Online, Mobile, Institutional and Government Markets 199
and Social Media Marketing: Online Snooping 151 | Marketing Institutional Markets 199 | Government Markets 201
Ethics: Metadata 151 | Marketing by the Numbers: What’s REVIEWING AND ExTENDING THE CONCEPTS 203 |
Your Sample? 151 | Video Case: Nielsen 152 | Company Case: OBjECTIVES REVIEW AND KEY TERMS 203 | Objectives
Campbell Soup Company: Watching What You Eat 152 Review 203 | Key Terms 204 | DISCuSSION AND CRITICAL

Chapter 5
Consumer Markets and Buyer
THINKING 204 | Discussion Questions 204 | Critical Thinking
Exercises 205 | APPLICATIONS AND CASES 205 | Online,
Behavior 156 Mobile, and Social Media Marketing: E-procurement and
Mobile Procurement 205 | Marketing Ethics: Innocent: Proven
Model of Consumer Behavior 158 Guilty? 205 | Marketing by the Numbers: NAICS 206 | Video
Characteristics Affecting Consumer Behavior 159 Case: Eaton 206 | Company Case: Procter & Gamble: Treating
Cultural Factors 159 | Social Factors 162 | Personal Business Customers as Strategic Partners 206
Factors 167 | Psychological Factors 169