MARKETING MANAGEMENT BY PHILIP KOTLER 11TH EDITION EBOOK
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Marketing management/Philip Kotler, Kevin Lane Keller. — 14th ed. p. cm. 10 9 8 7 6 5 4 3 2 1. ISBN ISBN As of today we have 78,, eBooks for you to download for free. Philip Kotler - Principles Of resourceone.info Marketing Management Philosophies Marketing Management [Philip Kotler] on resourceone.info *FREE* shipping on qualifying Marketing Management 11th Edition. by ISBN
See text for complete table Wholesaling: Determining Optimal Order Quantity: New software and systems are the key to achieving competitively superior logistics performance in the future Chapter 19 Managing Integrated Marketing Communications by: How does communication work?
What are the major steps in developing an integrated marketing communications program? Who should be responsible for marketing communication planning? Marketing Communications Mix: Common Communication Platforms: Elements in the Communication Process: The greater the influence of the communication source, the greater the effect on the recipient Communication effects are greatest when they are in line with existing opinions, beliefs, and dispositions The Communication Process: Communication is more likely to be effective if the source is believed to have expertise, high status, objectivity, or likeability, but particularly if the source has power and can be identified with.
The social context, group, or reflective group will mediate the communication and influence whether or not the communication is accepted. Steps in Developing Effective Communication: In recent years, commercial time during the Superbowl broadcast has become such an occasion. While some companies have used such events to launch successful, long-running campaigns, others have seen little benefit from these ads. Can you remember the name of the firm whose critically acclaimed Superbowl ad featured cowboys herding cats?
Familiarity-Favorability Analysis: Response Hierarchy Models: High credibility Ability to catch buyers off guard Dramatization Personal Selling Distinctive qualities: Advertising can provide an introduction to the company and its products If the product embodies new features, advertising can explain them Reminder advertising is more economical than sales calls Deciding on the Marketing Communications Mix: Advertising can remind customers of how to use the product and reassure them about their purchase.
Deciding on the Marketing Communications Mix: The average industrial company sets its marketing budget at 7 percent of sales Industrial companies spent a higher-than-average amount on advertising if their products had higher quality, uniqueness, or purchase frequency, or if there was customer growth Industrial companies set a higher-than-average marketing budget when their customers were more dispersed or the customer growth rate was higher Deciding on the Marketing Communications Mix: Cost-Effectiveness of Different Promotional Tools: What steps are involved in developing an advertising program?
What explains the growing use of sales promotion, and how are sales-promotion decisions made? How can companies exploit the potential of public relations and publicity?
How can companies use integrated direct marketing for competitive advantage? How can companies do effective e-marketing? The Five Ms of Advertising: Stage in the product life cycle Market share and consumer base Competition and clutter Advertising frequency Product substitutability Developing and Managing an Advertising Program: Profiles of Media Types: Have you seen a similar move among marketers?
Circulation Audience Effective audience Effective ad-exposed audience Figure Classification of Advertising Timing Patterns: What is the main message you get from this ad? What do you think they want you to know, believe, or do? How likely is it that this ad will influence you to undertake the implied action?
What works well in the ad and what works poorly? How does the ad make you feel? Where is the best place to reach you with this message? Advertising Research Techniques: Test ads are placed in magazines, which are then circulated to consumers. These consumers are contacted later and interviewed. Recall and recognition tests are used to determine advertising effectiveness.
For Broadcast Ads. In-home tests: A videotape is taken into the homes of target consumers, who then view the commercials. Trailer test: In a trailer in a shopping center, shoppers are shown the products and given an opportunity to select a series of brands.
They then view commercials and are given coupons to be used in the shopping center. Formula for Measuring Sales Impact of Advertising: This approach extends beyond the grocery store or retail outlet into large organizations like universities.
Can you identify any products or services that are provided to students or faculty at your school as part of a promotional campaign? Discussion Question Sales Promotion: Major Consumer-Promotion Tools: Major Consumer-Promotion Tools Samples: Offer of a free amount of a product or service delivered door to door, sent in the mail, picked up in a store, attached to another product, or featured in an advertising offer.
Certificates entitling the bearer to a stated saving on the purchase of a specific product: Cash Refund Offers rebates: Provide a price reduction after purchase rather than at the retail shop: Price Packs cents-off deals: Offers to consumers of savings off the regular price of a product, flagged on the label or package.
A reduced-price pack is a single package sold at a reduced price such as two for the price of one. A banded pack is two related products banded together such as a toothbrush and toothpaste. Major Trade-Promotion Tools: A straight discount off the list price on each case purchased during a stated time period. A display allowance compensates them for carrying a special product display.
Free Goods: Offers of extra cases of merchandise to intermediaries who buy a certain quantity or who feature a certain flavor or size. Industry associations organize annual trade shows and conventions. Business marketers may spend as much as 35 percent of their annual promotion budget on trade shows. Over 5, trade shows take place every year, drawing approximately 80 million attendees.
Trade show attendance can range from a few thousand people to over 70, for large shows held by the restaurant or hotel-motel industries. Participating vendors expect several benefits, including generating new sales leads, maintaining customer contacts, introducing new products, meeting new customers, selling more to present customers, and educating customers with publications, videos, and other audiovisual materials.
Sales Contests: A sales contest aims at inducing the sales force or dealers to increase their sales results over a stated period, with prizes money, trips, gifts, or points going to those who succeed. Assisting in the launch of new products Assisting in repositioning a mature product Building interest in a product category Influencing specific target groups Defending products that have encountered public problems Building the corporate image in a way that reflects favorably on its products Table Major Tools in Marketing PR: Companies rely extensively on published materials to reach and influence their target markets.
These include annual reports, brochures, articles, company newsletters and magazines, and audiovisual materials. Companies can draw attention to new products or other company activities by arranging special events like news conferences, seminars, outings, trade shows, exhibits, contests and competitions, and anniversaries that will reach the target publics.
Companies can promote their brands and corporate name by sponsoring sport and cultural events and highly regarded causes. One of the major tasks of PR professionals is to find or create favorable news about the company, its products, and its people, and get the media to accept press releases and attend press conferences. Build awareness Build creditability Hold down promotional cost Public Relations: Harris offers the following suggestions: Build marketplace excitement before media advertising breaks Build a core customer base Build a one-to-one relationship with consumers Turn satisfied customers into advocates Influence the influentials Choosing Messages and Vehicles Event Creation Implementing the Plan and Evaluating Results Direct Marketing: Lifetime Value Direct Marketing: What decisions do companies face in designing a sales force?
How do companies recruit, select, train, supervise, motivate, and evaluate a sales force? How can salespeople improve their skills in selling, negotiation, and carrying on relationship marketing? Sales Representative: Sales-Force Structures: Sales-Force Structures Territorial: Each sales representative is assigned an exclusive territory.
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This sales structure results in a clear definition of responsibilities. Travel expenses are relatively low because each rep travels within a small area. Territory size: Territories can be designed to provide equal sales potential or equal workload.
Territories of equal potential provide each rep with the same income opportunities and provide the company with a means to evaluate performance.
Territories can also be designed to equalize the sales workload so that each rep can cover the territory adequately. Territory shape: Territories are formed by combining smaller units, such as counties or states, until they add up to a territory of a given potential or workload.
Companies can use computer programs to design territories that optimize such criteria as compactness, equalization of workload or sales potential, and minimal travel time. See text for complete table Designing the Sales Force: Customers are grouped into size classes Desirable call frequencies are established for each class The number of accounts in each size class is multiplied by the corresponding call frequency The average number of calls a sales representative can make per year is determined The total number of sales representatives needed is determined PowerPoint Presentation: Additionally, many regularly occurring functions have become automated, allowing customers with any size organization to use web-based systems to place orders and submit warranty requests.
Can you think of any other areas where Internet-based technologies could change the way a sales force interacts with their customers? Designing the Sales Force: Sales managers must be able to convince salespeople that they can sell more by working harder or being trained to work smarter Sales managers must be able to convince salespeople that the rewards for better performance are worth the extra effort Managing the Sales Force: Midland Sales Representative: John Smith 1.
Net sales product B , , , , 3. Net sales total , , , , 4. Percent of quota product A Percent of quota product B Gross profits product B 42, 43, 55, 56, 8. Gross profits total 92, 94, , , Figure Managing the Sales Force: Improving Effectiveness: Major Steps in Effective Selling: The Zone Agreement: Classic Bargaining Tactics: Classic Bargaining Tactics See text for complete table Acting Crazy Put on a good show by visibly demonstrating your emotional commitment to your position.
This increases your credibility and may give the opponent a justification to settle on your terms. Big Pot Leave yourself a lot of room to negotiate. Make high demands at the beginning. After making concessions, you will still end up with a larger payoff than if you started too low. Get a Prestigious Ally The ally can be a person or a project that is prestigious. The Well Is Dry Take a stand and tell the opponent you have no more concessions to make.
Principles of Personal Selling: Would it be easier to convince a company to enter into a long term supplier-customer relationship if you offered them savings through vertical integration of product offerings , or ease of use derived from a broad range of product offerings?
What are the trends in company organization? How are marketing and sales organized in companies? What steps can a company take to build a stronger customer focused culture? How can a company improve its marketing-implementation skills? What tools are available to help companies monitor and improve their marketing activities?
Trends in Company Organization: What are the potential risks associated with outsourcing? Stages in the Evolution of the Marketing Department: What are the reasons why geographical segmentation might be a bad idea? What could be done to minimize these problems in geographically organized marketing departments? Managing Through Teams at Kraft: Developing a companywide passion for customers Organizing around customer segments instead of around products Developing a deep understanding of customers through qualitative and quantitative research Marketing Organization: Types of Marketing Control: Annual-plan control Top management Middle management To examine whether the planned results are being achieved Sales analysis Market-share analysis Sales-to-expense ratios Financial analysis Market-based scorecard analysis See text for complete table Figure The Control Process: A Simplified Profit-and-Loss Statement: Mapping Natural Expenses into Functional Expenses: Bases for Allocating Functional Expenses to Channels: Profit-and-Loss Statements for Channels: Comprehensive Systematic Independent Periodic Table Components of a Marketing Audit: Components of a Marketing Audit Part I.
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Marketing Environment Audit Macroenvironment A. Demographic What major demographic developments and trends pose opportunities or threats to this company?
What actions has the company taken in response to these developments and trends? Economic What major developments in income, prices, savings, and credit will affect the company? What actions has the company been taking in response to these developments and trends?
Environmental What is the outlook for the cost and availability of natural resources and energy needed by the company? See text for complete table Evaluation and Control: The Marketing Excellence Review: Best Practices: Follow us on: Go to Application.
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The presentation is successfully added In Your Favorites. All Rights Reserved. Like it 0. Dislike it 0. January 19, Posting comment Premium member. Presentation Transcript. Chapter 1 Defining Marketing for the 21st Century by: Kotler on Marketing: Kotler on Marketing. Companies can have 2-way communication with customers and prospects. Discussion Question. The Scope of Marketing: See text for complete table. The Decisions Marketers Make: Marketing Concepts and Tools: A Simple Marketing System.
Company Orientations Toward the Marketplace: How Business and Marketing are Changing: New Economy Old Economy New Economy Organize by product units Focus on profitable transactions Look primarily at financial scorecard Focus on shareholders Marketing does the marketing Build brands through advertising Focus on customer acquisition No customer satisfaction measurement Overpromise, underdeliver Organize by customer segments Focus on customer lifetime value Look also at marketing scorecard Focus on stakeholders Everyone does the marketing Build brands through behavior Focus on customer retention and growth Measure customer satisfaction and retention rate Underpromise , overdeliver.
B2B Business to Business. Traditional and New Economy Structures. Brick and Click Companies Pure-click companies. Setting Up a Dot-com Presence See text for complete table. Customer Relationship Marketing Reduce rate of customer defection Increase longevity of customer relationship Enhance growth potential through cross-selling and up-selling Make low profit customers more profitable or terminate them. Determinants of Customer Delivered Value. The High Performance Business. Delivering Customer Value and Satisfaction: The Generic Value Chain.
The Customer-Development Process. Levels of Relationship Marketing. The Basics Cross-departmental participation Integrate the Voice of the Customer into all business decisions Create superior offering for the target market. Customer-Product Profitability Analysis. Allocating marketing investment according to customer value. Corporate and Division Strategic Planning: Table 4. Customers can request a catalog of Starbucks products, subscribe to a newsletter, and shop online.
Business Unit Strategic Planning: Opportunity and Threat Matrices. The Marketing Process: Factors Influencing Company Marketing Strategy. Product Planning: The Nature and Contents of a Marketing Plan. The Marketing Intelligence System: Marketing Research System: The Marketing Research Process. Closed-end Questions. Brian Wansink of the University of Illinois. Probability and Nonprobability Samples Continued.
Make the Decision. Marketing Decision Support System: Forecasting and Demand Measurement: Chapter 6 Scanning the Marketing Environment by: Identifying and Responding to the Major Macroenvironment Forces: Identifying and Responding to the Major Macroenvironment Forces. Chapter Objectives. Table 7. The Buying Decision Process: Stages in the Buying Decision Process: How Customers Dispose of Products. Activity cycle for IBM customers in the global electronic networking capability market space.
Value adds for IBM customers in the global electronic networking capability market space. Organizational buying The business market versus the consumer market Business market Fewer buyers Larger buyers Close supplier-customer relationship Geographically concentrated buyers.
Derived demand Inelastic demand Fluctuating demand Professional purchasing. Several buying influences Multiple sales calls Directed purchasing Reciprocity Leasing. Participants in the Business Buying Process: Major Influences on Industrial Buying Behavior. Major Influences on Buying Decisions: Table 8.
Performance review Yes Yes Yes. Institutional and Government Markets: Chapter 9 Dealing with the Competition by: Who the primary competitors are How to ascertain their strategies, objectives, strengths and weaknesses, and reaction patterns How to design a competitive intelligence system Whether to position as market leader, challenger, follower, or nicher How to balance a customer versus competitor orientation Chapter Objectives.
Barriers and Profitability. Identifying Competitors: Share of market Share of mind Share of heart. Analyzing Competitors. Counterfeiter Cloner Imitator Adapter. Balancing Customer and Competitor Orientations: Segmenting Consumer and Business Markets: First-time prospects Novices Sophisticates. Market Targeting: Product modification cost Manufacturing cost Administrative cost Inventory cost Promotion cost.
Segment-by-Segment Invasion Plan. Developing and Communicating a Positioning Strategy. Unique selling proposition Four major positioning errors Underpositioning Overpositioning Confused positioning Doubtful positioning Developing and Communicating a Positioning Strategy.
Adding Further Differentiation: Differentiation Tools: Product Life-Cycle Marketing Strategies: Growth Stage Improve product quality and add new product features and improved styling Add new models and flanker products Enter new market segments Increase distribution coverage and enter new distribution channels Shift from product-awareness advertising to product-preference advertising Lower prices to attract next layer of price-sensitive buyers Product Life-Cycle Marketing Strategies.
Using the product on more occasions Using more of the product on each occasion Using the product in new ways Product Life-Cycle Marketing Strategies.
Product Life-Cycle Marketing Strategies. Market Evolution: Customer-survey processes Intuitive processes Dialectical processes Needs-hierarchy process Market Evolution. Chapter 12 Developing New Market Offerings by: Managing the Development Process: Product and Brand Positioning. Concept to Strategy Concept Testing Rapid prototyping Virtual reality Customer-driven engineering Questions to measure product dimensions Communicability and believability Need level Gap level Need-gap score.
Allocated overhead 0 1, 1, 1, See text for complete table. Concept to Strategy Break-even analysis Risk analysis. Managing The Development Process: Business-Goods Market Testing. Development to Commercialization The iMac, launched with a dramatic countdown campaign.
The Consumer-Adoption Process: Chapter 13 Designing Global Market Offerings by: Deciding Whether To Go Abroad: Deciding Whether To Go Abroad. Deciding Which Markets to Enter: Market entry and market costs are high Product and communication costs are high Population and income size and growth are high in the initial countries chosen Dominant foreign firms can establish high barriers to entry. Deciding How to Enter the Market: Five Modes of Entry into Foreign Markets.
No regular export activities Export via independent representatives agents Establishment of one or more sales subsidiaries Establishment of production facilities abroad. Deciding on the Marketing Program: Five International Product and Promotion Strategies.
Deciding on the Marketing Organization: Components of the Market Offering. Five Product Levels. Nondurable goods Durable goods Services. Convenience goods Staples Impulse goods Emergency goods Shopping goods Homogeneous shopping goods Heterogeneous shopping goods Specialty goods Unsought goods. Width Length Depth Consistency. Core product Staples Specialties Convenience items.
Product Map for a Paper-Product Line. Word associations Personifying the brand Laddering up the brand essence Brand essence Laddering up. The Product and the Product Mix. Individual names Blanket family names Separate family names for all products Corporate name combined with individual product names.
Open dating Unit pricing Grade labeling Percentage labeling. Chapter 15 Designing and Managing Services by: Good hiring and training procedures Service blueprint Monitoring customer satisfaction. Three Types of Marketing in Service Industries. Marketing Strategies for Service Firms: Competitive differentiation Service quality Productivity Managing differentiation Offering Primary service package Secondary service features.
Managing Product Support Services: Five-year product warranties Quality audits after installation Guaranteed move-in dates Trade-in allowances on systems products. Chapter 16 Developing Price Strategies and Programs by: Nine Price-Quality Strategies. Price Should Align with Value. Setting the Price: Market is highly price-sensitive, and a low price stimulates market growth, Production and distribution costs fall within accumulated production experience, and Low price discourages actual and potential competition.
How are marketers using the Internet, customer databases, and customer relationship management in the New Economy?
New Economy : 1- 38 Table Old Economy vs. Adapting Marketing to the New Economy: 1- 47 Adapting Marketing to the New Economy Brick and Click companies PowerPoint Presentation: 1- 48 Which is more important for developing an e-presence: the agility of a pure click company, or the well defined and readily identifiable resources of a traditional brick and mortar company?
What would the expected trade-offs be between an effective site and an early web presence? How can we use marketing to spread word-of-mouth? How can we convert visitors into repeaters? How do we make our site more experiential and real?
How can we build a strong relationship with our customers? How can we build a customer community? How can we capture and exploit customer data for up-selling and cross-selling? How much should we spend on building and marketing our site? Advertising on the Internet What are the various ways that we can advertise on the Internet?
How do we choose the right sites for placing our ads or sponsorship? Define customers by their needs and their value to the company. Individual interaction with customers builds stronger relationships. Customize messages, services, and products for each customer. You must delight them.
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Kotler on Marketing Chapter Objectives: 1- 64 Chapter Objectives In this chapter, we will address the following questions: What are customer value and satisfaction, and how can companies deliver them? What makes a high-performance business?
How can companies both attract and retain customers? How can companies improve both customer and company profitability? How can companies deliver total quality? Companies are also using Web sites and e-mail for quick, two-way communication.
Studies show that although customers are dissatisfied with one out of every four purchases, less than 5 percent will complain. Most customers will buy less or switch suppliers. Responsive companies measure customer satisfaction directly by conducting periodic surveys. While collecting customer satisfaction data, it is also useful to ask additional questions to measure repurchase intention and to measure the likelihood or willingness to recommend the company and brand to others.
See text for complete table PowerPoint Presentation: 1- 69 Would you feel more brand loyalty for a company that tried to immediately resolve a complaint via E-mail, or a company that had a customer service representative call within two business days to resolve the problem over the phone? Can you think of another company that has made a change of similar magnitude?
Have they had similar results? Web site presents the benefits of joining. Chapter Objectives: 1- Chapter Objectives In this chapter, we examine the following questions: How is strategic planning carried out at the corporate and division levels?
How is planning carried out at the business unit level?
What are the major steps in the marketing process? How is planning carried out at the product level? What does a marketing plan include? Was this an expansion or contraction of scope? Explain why one approach is better than the other.
Discussion Question Business Unit Strategic Planning : 1- Business Unit Strategic Planning Business Mission SWOT Analysis External Environment Analysis Opportunity and Threat Analysis Marketing Opportunity Buying opportunity more convenient or efficient Meet the need for more information and advice Customize an offering that was previously only available in standard form PowerPoint Presentation: 1- Give some examples of companies that have grown to dominate their market segment by using technology to make buying opportunities more convenient and efficient.
Can the target market be reached with cost-effective media and trade channels? Does the company have the critical capabilities to deliver the customer benefits? Can the company deliver these benefits better than any actual or potential competitors? Will the rate of return meet the required threshold of investment? Chapter Objectives: 1- Chapter Objectives In this chapter, we focus on the following questions: What are the components of a modern marketing information system?
What constitutes good marketing research? How can marketing decision support systems help marketing managers make better decisions?
How can demand be more accurately measured and forecasted? What decisions do you regularly make? What information do you need to make these decisions? What information do you regularly get?
What special studies do you periodically request? Modern Control Systems 11th Edition. Artificial intelligence in robot control systems - IOPscience ; This paper analyzes modern concepts of artificial intelligence and known definitions of the term Dorf and Robert H.
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For the 11th edition, the authors have added exercises cut in the 10th edition, as well as, going back to the classic 5th and 6th editions for additional exercises and examples.
Add citations directly into your paper, Check for unintentional plagiarism and check for writing mistakes. Technology - Wikipedia ; Technology can be viewed as an activity that forms or changes culture. Additionally, technology is the application of math, science, and the arts for the benefit of life as it is known.
I just passed the exam today and I used this book and CD with questions included-it was the most helpful of … Musical notation - Wikipedia ; Music notation or musical notation is any system used to visually represent aurally perceived music played with instruments or sung by the human voice through the use of written, printed, or otherwise-produced symbols.University of Miami.
Many producers lack the financial resources to carry out direct marketing In some cases direct marketing simply is not feasible Producers who do establish their own channels can often earn a greater return by increasing their investment in their main business.
How are services defined and classified? Jensen University of. Based on reviewer feedback, many classic cases have also been retained and thoroughly updated. New Economy Old Economy New Economy Organize by product units Focus on profitable transactions Look primarily at financial scorecard Focus on shareholders Marketing does the marketing Build brands through advertising Focus on customer acquisition No customer satisfaction measurement Overpromise, underdeliver Organize by customer segments Focus on customer lifetime value Look also at marketing scorecard Focus on stakeholders Everyone does the marketing Build brands through behavior Focus on customer retention and growth Measure customer satisfaction and retention rate Underpromise , overdeliver Adapting Marketing to the New Economy: Virtual Lab 1 Running Head:
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