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Principles of Marketing - Philip Kotler
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Principles of Marketing - Philip Kotler
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Philip Kotler Northvestern University Marketing Essentials Philip Kotler Fundamentals of marketing Translation from English VB Bobrov General revision and an introductory article EM Penkova Moscow "Progress" Publishing House 1991 BBK 65.9 (7SSHA) K73 Editors: OG Radynova, YI Kukolev By alterations without 0607000000-355 announced. BBK65.9 (7SSHA) The publication was prepared by "Choro" with the participation of the fund "For economic literacy" © 1984 by Prentice-Hall, Inc., Englewood Cliffs, NJ 07632 ISBN-0-13-557232-0 © Russian translation, introduction, notes, and design - publishing house "Progress", 1990 |
ZMІST
Opening of the marketing.
prolusion
foreword
Tools to facilitate the assimilation of the material
Chapter 1: Social Marketing bases: the satisfaction of human needs
Everyday exposure to marketing to consumers
What is marketing?
Needs
Needs
requests
Goods
Exchange
Deal
Market
Marketing
marketing Management
Marketing Management Concept
The concept of improving production
Improving the product concept
Concept of intensification of commercial effort
marketing concept
The concept of social-ethical marketing
The objectives of the marketing system
Achieving the highest possible high consumption
Achieving maximum customer satisfaction
Providing the widest selection
Maximizing the quality of life
The rapid spread of the marketing system
In the field of entrepreneurship
In the international arena
In the field of non-profit activities
Summary
Issues for discussion
Basic concepts found in Chapter 1
Chapter 2. Marketing Management Process
The rise of the company "Miller bruing Company"
Market opportunity analysis
Identifying new markets
Assessment of marketing opportunities
The selection of target markets
Measurements and demand forecasting
market segmentation
The selection of target market segments
Positioning of the goods on the market
Development of the marketing mix
The implementation of marketing activities
Marketing Planning System
The system of organization of marketing service
Marketing control
Recap threads
Summary
Issues for discussion
Basic concepts found in Chapter 2
Chapter 3. System of marketing research and marketing information
Marketing research - the key to success of shampoo and cream rinse, "Agri"
Marketing Information System Concept
Internal reporting system
Collecting external current marketing information system
Engine Marketing Research
Marketing Information Analysis System
Driving market research
Identification of problems and the formulation of research objectives
The selection of information sources
Preparation of the sampling plan
Methods of communication with the audience
Summary
Issues for discussion
Basic concepts found in Chapter 3
Chapter 4. Marketing environment
The failure of a cable television program of C-PBS and marketing environment, have caused this failure
The main factors of the company functioning microenvironment
Suppliers
Marketing intermediaries
Clientele
Competitors
Contact audience
The main factors of the company macro operation
demographic environment
Operating Environment
The natural environment
Scientific and technical environment
Political Environment
Cultural environment
Summary
Issues for discussion
Basic concepts found in Chapter 4
Chapter 5. Consumer markets and consumer buying behavior
"Corfu" firm "Dupont" - an expensive commodity failure
Model of consumer behavior
buyer specifications
Factors cultural level
Factors of social order
Factors personal nature
Factors psychological nature
The process of making purchasing decisions
Awareness of the problem
search for information
Assessment of options
The decision to buy
Reaction to buy
Different versions of the decision to purchase a product novelties
Stages of the process of perception
Individual differences in people's willingness to innovations perception
The role of personal influence
Influence of characteristics of the goods at the rate of its perception
Summary
Issues for discussion
Basic concepts found in Chapter 5
Chapter 6. The market of enterprises and the behavior of customers on behalf of companies
Catering companies compete for the student market
Industrial market
Who are in the market for manufactured goods?
What procurement decisions take buyers of manufactured goods?
Who is involved in decision-making on procurement of manufactured goods?
That has a major impact on the buyers of manufactured goods?
Exactly how buyers of manufactured goods make purchasing decisions?
Market Reseller
The market of public institutions
Who speaks at public institutions market?
Who is involved in decision-making on procurement on behalf of government agencies?
That has a major impact on the buyers of public institutions?
Exactly how government agencies make decisions about procurement?
Summary
Issues for discussion
Basic concepts found in Chapter 6
Chapter 7. Market segmentation, selection of target segments and product positioning
"Coca-Cola" and "PepsiCo" in the struggle for the market of soft drinks that do not contain caffeine and sugar
market segmentation
The general approach to market segmentation
Basic principles of segmentation of consumer markets
Segmentation on a geographical basis
Segmented by demographics
Psychographic segmentation PRINCIPLE
Segmentation behavioral principles
Basic principles of segmenting markets for manufactured goods
The choice of target market segments
Three options market coverage
Identification of the most attractive segments of the market
Positioning of the goods on the market
Summary
Issues for discussion
Basic concepts found in chapter 7
Chapter 8. Development of goods: goods, trademarks, packaging, services
Visits "Avon" company salesmen justified
What is the product?
Goods on a plan, the goods in real execution, goods reinforcement
The main types of classification of goods
Durable goods, nondurable goods, services
Classification of consumer goods
Classification of industrial goods
Decisions on the use of stamps
Decisions on vintage signs
The decision to host the brand
The decision about the quality of branded goods
The decision on the brand of nepotism
The decision to expand the boundaries of the use of the brand
The decision to approach mnogomarochnom
Decisions on the product packaging
Decisions regarding labeling
Decisions regarding customer service
The decision on the range of services
The decision on the level of service
The decision on the form of service
Customer service department
Decisions on product range
The decision on the breadth of product assortment
Decisions on the commodity nomenclature
Summary
Issues for discussion
Basic concepts found in Chapter 8
Chapter 9. Development of products: the approach to new product development and product life cycle issues
Corporation "Procter & Gamble" courageously engaged in marketing of potato chips, "Pringle"
The strategy to develop new products
formation of ideas
The selection of ideas
Development of design and its verification
Development of marketing strategy
Analysis of the production and marketing opportunities
product Development
Market testing
The deployment of commercial production
The approach to the stages of the product life cycle
Stage removal product on the market
growth stage
Stage of maturity
Step decline
Summary
Issues for discussion
Basic concepts found in Chapter 9
Chapter 10: Pricing of products: challenges and pricing policy
Approaches to the establishment of museums admission sizes
Pricing in different types of markets
Production pricing tasks
Determination of demand
Methods of assessing the demand curves
The elasticity of demand for prices
Evaluation costs
Analysis of prices and competitors' products
The choice of pricing method
Price calculation method "average costs plus profit"
Calculating on the basis of the analysis of break-even price and ensure profit target
Determination on the basis of the prices perceived value
Determination on the basis of the level of current prices prices
Determination on the basis of sealed bid prices
The establishment of the final price
Summary
Issues for discussion
Basic concepts found in Chapter 10
Chapter 11. Establishment of the prices of goods: approaches to pricing problem
"Hyublin" The company's success in the pricing policy "Smirnoff vodka"
Approaches to the problem of pricing
Pricing of new goods
Pricing under the commodity nomenclature
Pricing on a geographical basis
Pricing discounts and offsets
Pricing for sales promotion
Proactive change in prices
Proactive price cuts
Proactive price increase
The reactions of consumers to price changes
Competitors' reactions to price changes
Company's reaction to the change in the prices of competitors
Summary
Issues for discussion
Basic concepts found in Chapter 11
Chapter 12. Methods of distribution of goods: distribution and merchandising channels
Flower Industry in search of the "pink" profits
The nature of distribution channels
What are the mediators?
Functions of distribution channel
The number of channel levels
The channels in the service sector
Distribution of vertical marketing systems
Distribution of horizontal marketing systems
The spread of multi-channel marketing systems
Cooperation, conflict and competition distribution channels
Decisions on the channel structure
Identification of the main options for the channel
Decisions on channel management
The selection of participants in the channel
Motivating channel members
Evaluation of participants in the channel
Decisions on product distribution problems
Nature of commodity circulation
tovarodvizhenija Goals
order processing
warehousing
Maintaining inventories
Transportation
The choice of the form of transport
Merchandise management structure of the company
Summary
Issues for discussion
Basic concepts found in Chapter 12
Chapter 13. Methods of distribution of goods: retail and wholesale
Retail sales at reduced prices is gaining momentum
Retail
The nature and value of retail trade
Types of retail trade enterprises
The proposed product portfolio
The relative attention to prices
The nature of the trade premises
Accessory store
A variation of concentration of stores
Marketing solutions retailer
Wholesale
The nature and value of wholesale trade
Types wholesalers
Summary
Issues for discussion
Basic concepts found in Chapter 13
Chapter 14: Progress of the goods: the strategy of communication and stimulating
Integrated communications software company "Pizza Inn"
Stages of development of effective communication
Identification of the target audience
Determining the desired response
Selection of treatment
The choice of means of information dissemination
Selecting the properties that characterize the reference source
Accounting feedback stream
Development of complex stimulation and selection of the elements of the complex stimulus budget
Calculation of the total budget for the promotion of
Formation stimulating complex
Summary
Issues for discussion
Basic concepts found in Chapter 14
Chapter 15: Progress of the goods: advertising, sales promotion and publicity
Successful "Columbia Records" company's sales promotion campaign Album Orchestra "Wark et Maine"
Advertising
Setting goals
Decisions on budget development
Decisions on advertising appeal
Decisions on the means of dissemination
Evaluation of advertising program
Sales promotion
Setting sales promotion tasks
The choice of sales promotion tools
Preliminary testing of the sales incentive programs
The implementation of the sales promotion program
Evaluation of sales promotion program results
Propaganda
Setting propaganda tasks
Selection of promotional applications and media
The implementation of the promotion plan
Evaluation of the results of advocacy
Summary
Issues for discussion
Basic concepts found in Chapter 15
Chapter 16: Progress of the goods: personal selling and sales management
Poruchenets-razyasnitel company "Merck & K °» promotes new drug company in Tennessee
Setting targets and trading company unit
Selection of the organizational structure of a vending machine
Basic principles of vending machine
The organizational structure of the trading company vehicle
Dimensions trading company vehicle
The payment system for sales staff
Recruitment and selection of sales agents
The importance of careful selection
The main features of a good sales agent
Procedure for selection of candidates
Education sales agents
Basics sale of art
Control over the work of commercial agents
Targeting sales agents
Motivating sales agents
Evaluation of the effectiveness of the sales force
Information sources
A formal evaluation of the work
Summary
Issues for discussion
Basic concepts found in Chapter 16
Chapter 17. The strategy, planning, monitoring
Strategic planning in the loan business
Strategic planning
company program
The aims and objectives of the company
Development Plan of the economic portfolio
Company's growth strategy
marketing Planning
Category marketing plan
Development of marketing budget
marketing control
profitability control
Strategic control
Marketing Plan revision
Summary
Issues for discussion
Basic concepts found in Chapter 17
Chapter 18. International Marketing
Cold reception in Brazil, "Campbell's" soup
The study of international marketing environment
The international trading system
Operating Environment
Political and legal environment
Cultural environment
The decision on the feasibility of entering the foreign market
Deciding which markets to go
The decision to enter the market methods
Export
Joint venturing
direct investment
A decision on the structure of the marketing mix
Product
promotion
Price
distribution channels
A decision on the structure of the marketing department
export department
International branch
Transnational company
Summary
Issues for discussion
Basic concepts found in Chapter 18
Chapter 19. Service Marketing and Marketing in non-profit activities
Hospitals use advertising to attract patients
Marketing services
The nature and characteristics of the basic services
Classification of services
The incidence and significance of marketing in services
Marketing organizations
Assessment of the organization of the image
Image of planning and monitoring of its condition
Marketing individuals
Marketing of political candidates
places Marketing
property marketing
Marketing and economic development zones
Marketing investments in the landed property
Marketing recreation
Marketing ideas
Summary
Issues for discussion
Basic concepts found in Chapter 19
Chapter 20. Marketing and Society
The campaign for the preservation of water resources in the city of Palo Alto, California
From the public critique of marketing
The impact of marketing to individual consumers
The impact of marketing on society as a whole
The impact of marketing on other entrepreneurs
Citizens Steps Marketing Regulation
consumerism
For the Environment Movement
State regulation of marketing measures
Actions of businessmen in the direction of becoming a socially responsible marketing
Moral principles of marketing
Summary
Issues for discussion
Basic concepts found in Chapter 20
APPENDIX A. Marketing Arithmetic
On the results of economic activity report
Calculation of key ratios
Extra charges and markdowns
APPENDIX B. Careers in Marketing
Notes and Bibliography
Author index
Subject index
foreword
Tools to facilitate the assimilation of the material
Chapter 1: Social Marketing bases: the satisfaction of human needs
Everyday exposure to marketing to consumers
What is marketing?
Needs
Needs
requests
Goods
Exchange
Deal
Market
Marketing
marketing Management
Marketing Management Concept
The concept of improving production
Improving the product concept
Concept of intensification of commercial effort
marketing concept
The concept of social-ethical marketing
The objectives of the marketing system
Achieving the highest possible high consumption
Achieving maximum customer satisfaction
Providing the widest selection
Maximizing the quality of life
The rapid spread of the marketing system
In the field of entrepreneurship
In the international arena
In the field of non-profit activities
Summary
Issues for discussion
Basic concepts found in Chapter 1
Chapter 2. Marketing Management Process
The rise of the company "Miller bruing Company"
Market opportunity analysis
Identifying new markets
Assessment of marketing opportunities
The selection of target markets
Measurements and demand forecasting
market segmentation
The selection of target market segments
Positioning of the goods on the market
Development of the marketing mix
The implementation of marketing activities
Marketing Planning System
The system of organization of marketing service
Marketing control
Recap threads
Summary
Issues for discussion
Basic concepts found in Chapter 2
Chapter 3. System of marketing research and marketing information
Marketing research - the key to success of shampoo and cream rinse, "Agri"
Marketing Information System Concept
Internal reporting system
Collecting external current marketing information system
Engine Marketing Research
Marketing Information Analysis System
Driving market research
Identification of problems and the formulation of research objectives
The selection of information sources
Preparation of the sampling plan
Methods of communication with the audience
Summary
Issues for discussion
Basic concepts found in Chapter 3
Chapter 4. Marketing environment
The failure of a cable television program of C-PBS and marketing environment, have caused this failure
The main factors of the company functioning microenvironment
Suppliers
Marketing intermediaries
Clientele
Competitors
Contact audience
The main factors of the company macro operation
demographic environment
Operating Environment
The natural environment
Scientific and technical environment
Political Environment
Cultural environment
Summary
Issues for discussion
Basic concepts found in Chapter 4
Chapter 5. Consumer markets and consumer buying behavior
"Corfu" firm "Dupont" - an expensive commodity failure
Model of consumer behavior
buyer specifications
Factors cultural level
Factors of social order
Factors personal nature
Factors psychological nature
The process of making purchasing decisions
Awareness of the problem
search for information
Assessment of options
The decision to buy
Reaction to buy
Different versions of the decision to purchase a product novelties
Stages of the process of perception
Individual differences in people's willingness to innovations perception
The role of personal influence
Influence of characteristics of the goods at the rate of its perception
Summary
Issues for discussion
Basic concepts found in Chapter 5
Chapter 6. The market of enterprises and the behavior of customers on behalf of companies
Catering companies compete for the student market
Industrial market
Who are in the market for manufactured goods?
What procurement decisions take buyers of manufactured goods?
Who is involved in decision-making on procurement of manufactured goods?
That has a major impact on the buyers of manufactured goods?
Exactly how buyers of manufactured goods make purchasing decisions?
Market Reseller
The market of public institutions
Who speaks at public institutions market?
Who is involved in decision-making on procurement on behalf of government agencies?
That has a major impact on the buyers of public institutions?
Exactly how government agencies make decisions about procurement?
Summary
Issues for discussion
Basic concepts found in Chapter 6
Chapter 7. Market segmentation, selection of target segments and product positioning
"Coca-Cola" and "PepsiCo" in the struggle for the market of soft drinks that do not contain caffeine and sugar
market segmentation
The general approach to market segmentation
Basic principles of segmentation of consumer markets
Segmentation on a geographical basis
Segmented by demographics
Psychographic segmentation PRINCIPLE
Segmentation behavioral principles
Basic principles of segmenting markets for manufactured goods
The choice of target market segments
Three options market coverage
Identification of the most attractive segments of the market
Positioning of the goods on the market
Summary
Issues for discussion
Basic concepts found in chapter 7
Chapter 8. Development of goods: goods, trademarks, packaging, services
Visits "Avon" company salesmen justified
What is the product?
Goods on a plan, the goods in real execution, goods reinforcement
The main types of classification of goods
Durable goods, nondurable goods, services
Classification of consumer goods
Classification of industrial goods
Decisions on the use of stamps
Decisions on vintage signs
The decision to host the brand
The decision about the quality of branded goods
The decision on the brand of nepotism
The decision to expand the boundaries of the use of the brand
The decision to approach mnogomarochnom
Decisions on the product packaging
Decisions regarding labeling
Decisions regarding customer service
The decision on the range of services
The decision on the level of service
The decision on the form of service
Customer service department
Decisions on product range
The decision on the breadth of product assortment
Decisions on the commodity nomenclature
Summary
Issues for discussion
Basic concepts found in Chapter 8
Chapter 9. Development of products: the approach to new product development and product life cycle issues
Corporation "Procter & Gamble" courageously engaged in marketing of potato chips, "Pringle"
The strategy to develop new products
formation of ideas
The selection of ideas
Development of design and its verification
Development of marketing strategy
Analysis of the production and marketing opportunities
product Development
Market testing
The deployment of commercial production
The approach to the stages of the product life cycle
Stage removal product on the market
growth stage
Stage of maturity
Step decline
Summary
Issues for discussion
Basic concepts found in Chapter 9
Chapter 10: Pricing of products: challenges and pricing policy
Approaches to the establishment of museums admission sizes
Pricing in different types of markets
Production pricing tasks
Determination of demand
Methods of assessing the demand curves
The elasticity of demand for prices
Evaluation costs
Analysis of prices and competitors' products
The choice of pricing method
Price calculation method "average costs plus profit"
Calculating on the basis of the analysis of break-even price and ensure profit target
Determination on the basis of the prices perceived value
Determination on the basis of the level of current prices prices
Determination on the basis of sealed bid prices
The establishment of the final price
Summary
Issues for discussion
Basic concepts found in Chapter 10
Chapter 11. Establishment of the prices of goods: approaches to pricing problem
"Hyublin" The company's success in the pricing policy "Smirnoff vodka"
Approaches to the problem of pricing
Pricing of new goods
Pricing under the commodity nomenclature
Pricing on a geographical basis
Pricing discounts and offsets
Pricing for sales promotion
Proactive change in prices
Proactive price cuts
Proactive price increase
The reactions of consumers to price changes
Competitors' reactions to price changes
Company's reaction to the change in the prices of competitors
Summary
Issues for discussion
Basic concepts found in Chapter 11
Chapter 12. Methods of distribution of goods: distribution and merchandising channels
Flower Industry in search of the "pink" profits
The nature of distribution channels
What are the mediators?
Functions of distribution channel
The number of channel levels
The channels in the service sector
Distribution of vertical marketing systems
Distribution of horizontal marketing systems
The spread of multi-channel marketing systems
Cooperation, conflict and competition distribution channels
Decisions on the channel structure
Identification of the main options for the channel
Decisions on channel management
The selection of participants in the channel
Motivating channel members
Evaluation of participants in the channel
Decisions on product distribution problems
Nature of commodity circulation
tovarodvizhenija Goals
order processing
warehousing
Maintaining inventories
Transportation
The choice of the form of transport
Merchandise management structure of the company
Summary
Issues for discussion
Basic concepts found in Chapter 12
Chapter 13. Methods of distribution of goods: retail and wholesale
Retail sales at reduced prices is gaining momentum
Retail
The nature and value of retail trade
Types of retail trade enterprises
The proposed product portfolio
The relative attention to prices
The nature of the trade premises
Accessory store
A variation of concentration of stores
Marketing solutions retailer
Wholesale
The nature and value of wholesale trade
Types wholesalers
Summary
Issues for discussion
Basic concepts found in Chapter 13
Chapter 14: Progress of the goods: the strategy of communication and stimulating
Integrated communications software company "Pizza Inn"
Stages of development of effective communication
Identification of the target audience
Determining the desired response
Selection of treatment
The choice of means of information dissemination
Selecting the properties that characterize the reference source
Accounting feedback stream
Development of complex stimulation and selection of the elements of the complex stimulus budget
Calculation of the total budget for the promotion of
Formation stimulating complex
Summary
Issues for discussion
Basic concepts found in Chapter 14
Chapter 15: Progress of the goods: advertising, sales promotion and publicity
Successful "Columbia Records" company's sales promotion campaign Album Orchestra "Wark et Maine"
Advertising
Setting goals
Decisions on budget development
Decisions on advertising appeal
Decisions on the means of dissemination
Evaluation of advertising program
Sales promotion
Setting sales promotion tasks
The choice of sales promotion tools
Preliminary testing of the sales incentive programs
The implementation of the sales promotion program
Evaluation of sales promotion program results
Propaganda
Setting propaganda tasks
Selection of promotional applications and media
The implementation of the promotion plan
Evaluation of the results of advocacy
Summary
Issues for discussion
Basic concepts found in Chapter 15
Chapter 16: Progress of the goods: personal selling and sales management
Poruchenets-razyasnitel company "Merck & K °» promotes new drug company in Tennessee
Setting targets and trading company unit
Selection of the organizational structure of a vending machine
Basic principles of vending machine
The organizational structure of the trading company vehicle
Dimensions trading company vehicle
The payment system for sales staff
Recruitment and selection of sales agents
The importance of careful selection
The main features of a good sales agent
Procedure for selection of candidates
Education sales agents
Basics sale of art
Control over the work of commercial agents
Targeting sales agents
Motivating sales agents
Evaluation of the effectiveness of the sales force
Information sources
A formal evaluation of the work
Summary
Issues for discussion
Basic concepts found in Chapter 16
Chapter 17. The strategy, planning, monitoring
Strategic planning in the loan business
Strategic planning
company program
The aims and objectives of the company
Development Plan of the economic portfolio
Company's growth strategy
marketing Planning
Category marketing plan
Development of marketing budget
marketing control
profitability control
Strategic control
Marketing Plan revision
Summary
Issues for discussion
Basic concepts found in Chapter 17
Chapter 18. International Marketing
Cold reception in Brazil, "Campbell's" soup
The study of international marketing environment
The international trading system
Operating Environment
Political and legal environment
Cultural environment
The decision on the feasibility of entering the foreign market
Deciding which markets to go
The decision to enter the market methods
Export
Joint venturing
direct investment
A decision on the structure of the marketing mix
Product
promotion
Price
distribution channels
A decision on the structure of the marketing department
export department
International branch
Transnational company
Summary
Issues for discussion
Basic concepts found in Chapter 18
Chapter 19. Service Marketing and Marketing in non-profit activities
Hospitals use advertising to attract patients
Marketing services
The nature and characteristics of the basic services
Classification of services
The incidence and significance of marketing in services
Marketing organizations
Assessment of the organization of the image
Image of planning and monitoring of its condition
Marketing individuals
Marketing of political candidates
places Marketing
property marketing
Marketing and economic development zones
Marketing investments in the landed property
Marketing recreation
Marketing ideas
Summary
Issues for discussion
Basic concepts found in Chapter 19
Chapter 20. Marketing and Society
The campaign for the preservation of water resources in the city of Palo Alto, California
From the public critique of marketing
The impact of marketing to individual consumers
The impact of marketing on society as a whole
The impact of marketing on other entrepreneurs
Citizens Steps Marketing Regulation
consumerism
For the Environment Movement
State regulation of marketing measures
Actions of businessmen in the direction of becoming a socially responsible marketing
Moral principles of marketing
Summary
Issues for discussion
Basic concepts found in Chapter 20
APPENDIX A. Marketing Arithmetic
On the results of economic activity report
Calculation of key ratios
Extra charges and markdowns
APPENDIX B. Careers in Marketing
Notes and Bibliography
Author index
Subject index
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