Principles of marketing

486 Pages·2017·36.169 MB·English

by  Armstrong Gary M. Armstrong, Anders Parment, Philip Kotler

Principles of Marketing
SCANDINAVIAN EDItIoN
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Principles of Marketing
SCANDINAVIAN EDItIoN
2nd edition
PhIlIP KotlEr
GAry ArmStroNG
ANDErS PArmENt
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Pearson Education Limited
Edinburgh Gate
harlow Cm20 2JE
United Kingdom
tel: [phone]
Web: www.pearson.com/uk
First published 2012 (print)
Second edition published 2016 (print and electronic)
Authorised adaptation from the United States edition, entitled Principles of Marketing: Global Edition,
13th e dition, ISBN: 9780137006694 by Kotler, Philip; Armstrong, Gary, published by Pearson Education, Inc,
publishing as Prentice hall, © 2010.
Scandinavian adaptation edition published by Pearson Education ltd, © 2012.
© Pearson Education limited 2012 (print)
© Pearson Education limited 2016 (print and electronic)
the rights of Philip Kotler, Gary Armstrong and Anders Parment to be identified as author of this work have been
asserted by them in accordance with the Copyright, Designs and Patents Act 1988.
the print publication is protected by copyright. Prior to any prohibited reproduction, storage in a retrieval system,
distribution or transmission in any form or by any means, electronic, mechanical, recording or otherwise, permis-
sion should be obtained from the publisher or, where applicable, a licence permitting restricted copying in the
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london EC1N 8tS.
the ePublication is protected by copyright and must not be copied, reproduced, transferred, distributed, leased,
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as allowed under the terms and conditions under which it was purchased, or as strictly permitted by applicable
copyright law. Any unauthorised distribution or use of this text may be a direct infringement of the authors’ and the
publisher’s rights and those responsible may be liable in law accordingly.
All trademarks used herein are the property of their respective owners. the use of any trademark in this text does
not vest in the author or publisher any trademark ownership rights in such trademarks, nor does the use of such
trademarks imply any affiliation with or endorsement of this book by such owners.
Pearson Education is not responsible for the content of third-party internet sites.
ISBN: 978–1-292–10480–5 (print)
978-1-292-11556-6 (PDF)
978-1-292-11557-3 (etext)
British Library Cataloguing-in-Publication Data
A catalogue record for the print edition is available from the British library
Library of Congress Cataloging-in-Publication Data
A catalog record for the print edition is available from the library of Congress
10 9 8 7 6 5 4 3 2 1
19 18 17 16 15
Print edition typeset in 9.5/12 Sabon lt Pro by lumina Datamatics
Print edition printed and bound by l.E.G.o. S.p.A., Italy
NotE thAt ANy PAGE CroSS rEFErENCES rEFEr to thE PrINt EDItIoN
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BrIEF CoNtENtS
Preface xiii
Preface to the first edition xiv
About the authors xv
Acknowledgements xvi
Chapter 1 marketing: creating and capturing customer value 3
Chapter 2 Company and marketing strategy 43
Chapter 3 Analysing the marketing environment 71
Chapter 4 managing marketing information to gain customer insights 99
Chapter 5 Consumer markets and consumer buyer behaviour 125
Chapter 6 Business markets and business buyer behaviour 157
Chapter 7 Customer-driven marketing strategy: creating value for target customers 181
Chapter 8 Branding: developing strong brands 217
Chapter 9 Products and services 249
Chapter 10 Pricing strategies 275
Chapter 11 marketing channels 311
Chapter 12 market communication 347
Chapter 13 Creating competitive advantage 383
Chapter 14 marketing in a global marketplace striving for sustainability 403
Glossary 447
Subject index 453
Company index 467
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CoNtENtS
Preface xiii the changing marketing landscape 25
Preface to the first edition xiv ●● the information revolution 26
Company case – Glassdoor.com: taking the
About the authors xv
evaluation approach from consumer markets
Acknowledgements xvi
to the labour market 26
Chapter one Marketing: creating
●● Globalisation 29
and capturing customer value 3 ●● the call for sustainability: more ethics
and social responsibility 30
Chapter preview 4
Company case – Sustainable business in
Learning objectives 4
non-sustainable environments: teliaSonera’s
Company case – hennes & mauritz:
challenging efforts to contribute to a
challenging the marketing orthodoxy 5
sustainable society 31
What is marketing? 9 the growth of not-for-profit marketing 34
●● marketing defined 10 the main focus of this book: big, complex
●● the marketing process 10 organisations 34
Understanding the marketplace ●● marketing in small and medium-sized
and customer needs 11 businesses 35
●● Customer needs, wants and demands 11 Company case – Adminicon: a small business
●● market offerings – products, services selling services to big corporations 35
and experiences 12 Summary 37
●● Customer value and satisfaction 12 Key terms 38
●● Exchanges and relationships 13
Discussing the concepts 39
●● markets 13
Applying the concepts 39
Designing a customer-driven marketing
strategy 14 marketing by the numbers 39
●● Selecting customers to serve 14 references 40
●● Choosing a value proposition 15
Chapter two Company
●● marketing management orientations 15
and marketing strategy 43
Building customer relationships 19
●● Customer relationship management 19 Chapter preview 44
●● the changing nature of customer Learning objectives 44
relationships 21
Company-wide strategic planning: defining
●● Partner relationship management 22 marketing’s role 45
Capturing value from customers 22 ●● Defining a market-oriented mission 45
●● Creating customer loyalty and retention 23 ●● Setting company objectives and goals 47
●● Growing share of customer 23 ●● Designing the business portfolio 47
●● Building customer equity 24
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Contents
Best practice – Electrolux: a portfolio company 49 Applying the concepts 96
Partnering to build customer relationships 52 references 96
●● Partnering with other company departments 53
Chapter four Managing marketing
●● Partnering with others in the marketing system 54
information to gain customer
marketing strategy and the marketing mix 55
insights 99
●● Customer-driven marketing strategy 56
●● Developing an integrated marketing mix 58 Chapter preview 100
managing the marketing effort 60 Learning objectives 100
●● marketing analysis 61 marketing information and customer insights 101
●● marketing planning 61
Assessing marketing information needs 102
●● marketing implementation 62
Developing marketing information 103
●● marketing department organisation 63
●● marketing control 63 ●● Internal data 103
Best practice – Pizza hut – a database can make
measuring and managing return on marketing
the difference between attracting and keeping
investment 64
customers 103
Summary 65
●● marketing intelligence 104
Key terms 66
marketing research 105
Discussing the concepts 66 ●● Defining the problem and research objectives 105
Applying the concepts 67 ●● Developing the research plan 106
marketing by the numbers 67 ●● Gathering secondary data 106
●● Primary data collection 107
references 68
●● Implementing the research plan 114
Chapter three Analysingthe ●● Interpreting and reporting the findings 115
marketing environment 71 Analysing and using marketing information 115
Chapter preview 72 ●● Customer relationship management 115
●● Distributing and using marketing information 116
Learning objectives 72
marketing research in small businesses
the marketing environment 73
and non-profit organisations 116
the company’s microenvironment 74
International marketing research 118
the company’s macroenvironment 76
Public policy and ethics in marketing research 119
●● Demographic environment 77
●● Intrusions on consumer privacy 119
Company case – the transparent car dealership:
Company case – tracking consumers on
tearing down walls that disturb customer
the web: smart targeting or a little creepy? 119
relationships 81
Summary 121
●● Economic environment 82
●● Ecological environment 84 Key terms 122
Company case – Flying in the future? Business Discussing the concepts 122
travellers, punctuality and environmental impact 85 Applying the concepts 123
●● technological environment 88
references 123
●● Political and social environment 89
●● Cultural environment 90 Chapter five Consumer markets
responding to the marketing environment: and consumer buyer behaviour 125
proactive and reactive attitudes 94
Chapter preview 126
Summary 94
Learning objectives 126
Key terms 95
Company case – harley-Davidson 127
Discussing the concepts 95 model of consumer behaviour 128
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Contents
Characteristics affecting consumer behaviour 129 Institutional and government markets 173
●● Cultural factors 129 ●● Institutional markets 174
●● Social factors 131 ●● Government markets 174
●● Personal factors 133 legislation issues 174
●● Psychological factors 136
Summary 176
types of buying decision behaviour 140
Key terms 176
●● Complex buying behaviour 141
Discussing the concepts 177
●● Dissonance-reducing buying behaviour 141
●● habitual buying behaviour 141 Applying the concepts 177
●● Variety-seeking buying behaviour 142 Focus on technology 177
the buyer decision process 142 Focus on ethics 178
●● Need recognition 143 references 178
●● Information search 143
●● Evaluation of alternatives 144 Chapter seven Customer-driven
●● Purchase decision 144 marketing strategy: creating
●● Post-purchase behaviour 145 value for target customers 181
the buyer decision process for new products 146
Chapter preview 182
●● Stages in the adoption process 146
●● Individual differences in innovativeness 146 Learning objectives 182
●● Influence of product characteristics Segmentation in contemporary markets 183
on rate of adoption 148 Company case – Spendrups: segmentation
Summary 150 and customer orientation that drive the market 183
Key terms 151 market segmentation 187
Discussing the concepts 151 ●● Segmenting consumer markets 187
Best practice – Baby boomer marketing – not a hot
Applying the concepts 152
topic for managers? 190
Focus on technology 152
Best practice – targeting the affluent – your wish
marketing by the numbers 153
is their command 192
references 153 ●● Segmenting business markets 195
Chapter six Business markets ●● Segmenting international markets 196
and business buyer behaviour 157 ●● requirements for effective segmentation 198
market targeting 198
Chapter preview 158
●● Evaluating market segments 198
Learning objectives 158 ●● Selecting target market segments 200
Company case – Stiga: marketing in industrial Best practice – Fast fashion: combining logistics
markets 159 with differentiated marketing 201
Business markets 163 Differentiation and positioning 203
●● market structure and demand 164 ●● Positioning maps 204
●● Nature of the buying unit 164 ●● Choosing a differentiation and
●● types of decisions and the decision process 165 positioning strategy 204
Best practice – IKEA: involving suppliers from Company case – Staples: smart positioning? 205
start to finish 166 Summary 211
Business buyer behaviour 166 Key terms 212
●● major types of buying situations 167 Discussing the concepts 212
●● Participants in the business buying process 168
Applying the concepts 213
●● major influences on business buyers 169
●● the business buying process 170 Focus on ethics 213
●● E-procurement 173 references 213
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