Philip Kotler, who created the field of social marketing (marketing which focuses on helping individuals and groups modify their behaviors toward healthier and safer living styles) has authored over 60 marketing books, including Principles of Marketing. The large work has gone through several editions and has been published in both the United States and Europe. Fortunately, for students, the fourth European edition is available, in English, for free online.
While this edition of Principles of Marketing may have been written and published with the European student in mind, it offers a huge amount of great information for any marketing student. After all, with the Internet, our world is smaller than ever before and many of us are developing marketing materials that will be viewed by people from all over the world. The authors note that the text includes examples and case students from Europe, Japan and the USA, among other countries.
Students should keep in mind that there are additional learning materials available from the authors and their publisher. However, these are limited to students who purchase a new textbook. The latest American edition, including access codes is apparently available on Amazon. Previous editions, probably without the access codes, are available at significantly reduced costs. Unfortunately, since the table of contents has not been made public for the 2017, 17th edition, I can’t offer suggestions on how much it might differ from the freely available European edition.
If the European edition does not match the edition you were assigned in class, perhaps the European version offers some case studies and other information that would be excellent starting points for class assignments.
Table of Contents for Principles of Marketing
Part 1: Marketing Now
Chapter 1: Marketing Now
Chapter Objectives
Prelude case: Nike
Introduction
What is marketing?
Needs, wants and demands
The market offering – producs, services and experiences
Value, satisfaction and quality
Exchange, transactions and relationships
Markets
Marketing
Marketing Management
Demand management
Building profitable customer relationships
Marketing management practice
Marketing management philosophies
The production concept
The product concept
The selling concept
The marketing concept
The soceital marketing concept
Marketing Insights 1.1 The citizen bands
Marketing in the noughties
Marketing Insights 1.2 A new dawn?
The marketing process
Strategy, marketing and planning
The marketing setting
Markets
Strategic Marketing
The marketing mix
Summary
Discussing the issues
Applying the concepts
References
Concluding concepts 1 KitKat: Have a break…
Chapter Two: Strategic Marketing
Chapter Objectives
Prelude Case: Poor little rich brands
Introduction
Strategic Planning
Overview of planning
The planning process
The strategic plan
The mission
SWOT analysis
The business portfolio
Marketing Insights 2.2 KISS (Keep It Simple Stupid)
Developing Growth Strategies
Marketing within strategic planning
Planning functional strategies
Marketing’s role in strategic planning
Marketing and the other business functions
The marketing plant
Executive summary
Marketing audit
SWOT analysis
Objectives and issues
Marketing strategy
Marketing mix
Action programmes
Budgets
Controls
Implementation
Marketing organisation
Marketing control
Implementing marketing
Summary
Discussing the issues
Applying the concepts
References
Concluding concepts 2: Starbucks
Part Two: The Marketing Setting
Chapter Three: The marketing environment
chapter objectives
Prelude case: Big food has a lot on its plate
Introduction
The company’s microenvironment
The company
Suppliers
Marketing intermediaries
Customers
Competitors
Publics
The company’s macroenvironment
Demographic environment
Marketing Insights 3.1 We have a say!
Economic environment
Natural environment
Technological environment
Political environment
Cultural environment
Marketing Insights 3.2 Marimekko: Simplicity sells!
Responding to the marketing environment
Summary
Discussing the issues
Applying the concepts
References
Concluding concepts 3 Toyota Prius: green or geek machine?
Chapter four: Marketing in the Internet age
Chapter objectives
Prelude case Cool Diamonds: are they forever?
Introduction
Major forces shaping the Internet age
Digitalisation and connectivity
The Internet explosion
New forms of intermediaries
Customisation and custeromisation
Marketing Insights 4.1 The new dotcom landscape
Marketing strategy in the new digital age
E-business, e-commerce and e-marketing
Benefits to buyer
Benefits to sellers
E-commerce domains
B2C [business to consumer]
B2B [business to business]
C2C [consumer to consumer]
C2B [sonsumer to business]
Conducting e-commerce
Click-only versus click-and-mortar e-marketers
Setting up an e-marketing presence
Marketing Insights 4.2 Viral boosters for Virgin
The promise and challenges of e-commerce
The continuing promise of e-commerce
The Web’s darker side
Summary
Discussing the issues
Applying the concepts
References
Concluding concepts 4 eBay: connecting in China
Chapter five Marketing and society: social responsibility and marketing ethics
Chapter objectives
Prelude case NSPCC: misunderstood introduction
Introduction
Social criticisms of marketing
Marketing’s impact on individual consumers
Marketing’s impact on other businesses
Marketing Insights 5.1 Microsoft: a giant against the world
Citizen and public actions to regulate marketing
Consumerism
Environmentalism
Public actions to regulate marketing
Marketing Insights 5.2 From Plato’s Republic to supermarket slavery
Summary
Discussing the issues
Applying the concepts
References
Concluding concepts 5 Nestle: singled out again and again
Chapter six: The global marketplace
Chapter objectives
Prelude case Jagermeister: Schnapps goes to college
Introduction
Global marketing in the twenty-first century
Looking at the global marketing environment
Understanding the global environment
Deciding whether to go international
Deciding which markets to enter
Marketing Insights 6.1 Emerging markets: going east
Deciding how to enter the market
Exporting
Joint venturing
Direct investment
Deciding on the global marketing programme
Standardisation or adaptation for international markets?
Marketing Insights 6.2 McDonald’s French-style!
Product
Promotion
Price
Global organisation
Summary
Discussing the issues
Applying the concepts
References
Concluding concepts 6 Making the global tipple: soil, climate, aspect and mystique
Part Three: Markets
Chapter Seven: Consumer markets
Chapter objectives
Prelude case Sheba: the pet’s St Valentine’s Day
Introduction
Models of consumer behavior
Characteristics affecting consumer behavior
Cultural factors
Social factors
Personal factors
Psychological factors
Marketing Insights 7.1 ‘Touchy-feely’ research into consumer motivations
Consumer decision process
Types of buying decision behavior
Complex buying behavior
Dissonance-reducing buying behavior
Habitual buying behavior
Variety-seeking buying behavior
The buyer decision process
Need recognition
Marketing Insights 7.2 Pong: marketing’s final frontier
Information search
Evaluation of alternatives
Purchase decision
Postpurchase behavior
The buyer decision process for new products
Stages in the adoption process
Individual differences in innovativeness
Role of personal influence
Influence of product characteristics on rate of adoption
Consumer behavior across international borders
Summary
Discussing the issues
Applying the concepts
References
Concluding concepts 7 Sony Aibo ERS-7c: Grandma’s best friend?
Chapter Eight: Business-to-business marketing
Chapter objectives
Prelude case Concorde is dead. Long live the busjets!
Introduction
Business markets
Characteristics of business markets
A model of business buyer behavior
Business buyer behavior
What buying decisions do business buyers make?
Who participates in the business buying process?
What are the main influences on business buyers?
Marketing Insights 8.1 International marketing manners matter
How do business buyers make their buying decisions?
Business buying on the Internet
Insititutional and government markets
Institutional markets
Government markets
Marketing Insights 8.2 Political graft: wheeze or sleaze?
Summary
Discussing the issues
Applying the concepts
References
Concluding concepts 8 Biofoam: just peanuts?
Chapter Nine: Marketing Research
Chapter objectives
Prelude case Market researching AIDS in Africa: a little achieves the unimaginable
Introduction
The marketing information system
Developing information
Internal records
Marketing intelligence
Competitor intelligence
Marketing research
The marketing research process
Marketing Insights 9.1 Marketing research on the Internet
Demand estimation
Defining the market
Measuring current market demand
Estimating total market demand
Estimating actual sales and market shares
Forecasting future demand
Buyer’s intentions
Composite of sales force opinions
Expert opinion
Marketing Insights 9.2 Sometimes ‘expert opinion’ isn’t all it should be
Test-market method
Time-series analysis
Leading indicators
Statistical demand analysis
Information analysis
Distributing information
International studies
Marketing research in small businesses and non-profit organisations
Market research ethics
Intrustions on consumer privacy
Misuse of research findings
Summary
Applying the concepts
References
Concluding concepts 9 Judy Greene Pottery
Part 4: Core Strategy
Chapter ten Segmentation and positioning
Chapter objectives
Prelude case drivedreamcars.com
Introduction
Market Segmentation
Levels of market segmentation
Marketing Insights 10.1 If it will digitise, it will customise
Segmenting consumer markets
Geometric segmentation
Demographic segmentation
Psychographic segmentation
Behavioral segmentation
Segmenting business marketgs
Segmenting international markets
Multivariate segmentation
Simple multivariate segmentation
Advanced multivariate segmentation
Multistage segmentation
Developing market segments
Requirements for effective segmentation
Market targeting
Evaluating market segments
Segment attractiveness
Business strengths
Selecting market segments
Segment strategy
Undifferentiated marketing
Differentiated marketing
Concentrated marketing
Choosing a market-coverage strategy
Core strategy
Differentiation
Marketing Insights 10.2 Shott:positioning for success
Differentiating markets
Product positioning
Positioning strategies
MArketing Insights 10.3 The place is the thing
Choosing and implementing a positioning strategy
Selecting the right competitive advantages
Communicating and delivering the chosen position
Summary
Discussing the issues
Applying the concepts
References
Concluding concepts 10 Coffee-Mate
Chapter Eleven: Relationship marketing
Chapter objectives
Prelude case ‘The most important part of the car is the distributor’
Introduction
Satisfying customer needs
Defining customer value and satisfaction
Customer value
Customer satisfaction
Tracking customer satisfaction
Marketing Insights 11.1 Cold turkey has got me on the run
Delivering customer value and satisfaction
Value chain
Total quality management
Customer value
Customer retention
Relationship marketing
Marketing Insights 11.2 Network marketing: we are not alone
Customer relationship management
When to use relationship marketing
Summary
Discussing the issues
Applying the concepts
References
Concluding concepts 11 National Gummi AB
Chapter Twelve: Competitive strategy
Chapter objectives
Prelude case PS2 meets the X-box: certainly not all fun and games
Introduction
Competitor analysis
Identifying the company’s objectives
Determining the competitors’ objectives
Identifying the competitors’ strengths
Designing the competitive intelligence system
Competitive strategies
Compeititve positions
Competitive moves
Market-leader strategies
Market-challenger strategies
Market-follower strategies
Market-nicher strategies
Marketing Insights 12.2 Concentrated marketing: nice niches
Balancing customer-competitor orientations
Summary
Discussing the issues
Applying the concepts
References
Concluding concepts 12 The mobile maelstrom
Part Five: Product
Chapter Thirteen: Product and branding strategy
Chapter objectives
Prelude case L’Oreal: are you worth it?
Introduction
What is a product?
Levels of product
Product classifications
Product decisions
Individual product decisions
Product-line decisions
Product-mix decisions
Branding strategy: building strong brands
Brand equity
Marketing Insights 13.1 Brands: what are they worth?
Marketing Insights 13.2 Trademarks worth fighting for!
Managing brands
Additional product considerations
Product decisions and social responsibility
International product decisions
Summary
Discussing the issues
Applying the concepts
References
Concluding concepts 13 Colgate: one squeeze too many?
Chapter fourteen: New-product development and product life-cycle strategies
Chapter objectives
Prelude case Nokia: games on bu not having fun!
Introduction
Innovation and new-product development stategy
Risks and returns in new-product development
Why do new products fail?
What influences new product success?
Marketing Insights 14.1 3M:champions of innovation
New-product development process
New-product strategy
Idea generation
Idea screening
Concept development and testing
Marketing strategy development
Business analysis
Product development
Test marketing
Commercialisation
Organising for new-product development
Product life-cycle strategies
Introduction stage
Growth stage
Maturity stage
Decline stage
Marketing Insights 14.2 Smile! Leica takes you back to the good old days
Summary
Discussing the issues
Applying the concepts
References
Concluding concepts 14 Red Bull: waking a new market
Chapter fifteen: Marketing services
Chapter objectives
Prelude case Stena Line: sailing out of troubled waters
Introduction
Nature and characteristics of a service
Defining services and the service mix
Service characteristics
Marketing strategies for service firms
The service-profit chaing
Managing differentiation
Marketing Insights 15.1 British Airways: no long haul for callers!
Managing service quality
Managing productivity
International services marketing
Marketing Insights 15.2 Office Tiger
Summary
Discussing the issues
Applying the concepts
References
Concluding concepts 15 The Ritz
Part Six: Price
Chapter Sixteen: Pricing
Chapter objectives
Prelude case The Oresund Bridge: over or under, down and out, again and again
Introduction
What is price?
Factors to consider when setting prices
Internal factors affecting pricing decisions
External factors affecting pricing decisions
Marketing Insights 16.1 Economic Value Added
General pricing approaches
Cost-based pricing
Value-based pricing
Competition-based pricing
New-product pricing strategies
Market-skimming pricing
Market-penetration pricing
Product-mix pricing strategies
Product line pricing
Optional-product pricing
Captive-product pricing
By-product pricing
Product-bundle pricing
Price-adjustment strategies
Discount and allowance pricing
Segmented pricing
Marketing Insights 16.2 Back to the future: pricing on the Web
Psychological pricing
Promotional pricing
Geographical pricing
International pricing
Price changes
Initiating price changes
Responding to price changes
Summary
Discussing the issues
Applying the concepts
References
Concluding concepts 16 easyJet: easy come, easy go
Part Seven: Promotion
Chapter Seventeen: Integrated marketing communications strategy
Chapter objectives
Prelude case Cadbury’s Dairy Milk: staying at the top of the chocolate tree
Introduction
Integrated marketing communications
The changing communications environment
Marketing Insights 17.1 Outdoor campaigns staying ‘cool’ after all this time
The need for integrated marketing communications
A view of the communication process
Steps in developing effective communication
Identifying the target audience
Determining the communication objectives
Designing a message
Choosing media
Collecting feedback
Setting the total promotion budget and mix
Setting the total promotion budget
Setting the promotion mix
Integrating the promotion mix
Socially responsible marketing communication
Advertising and sales promotion
Marketing Insights 17.2 Promoting health on the Internet: for whose eyes only?
Personal selling
Summary
Discussing the issues
Applying the concepts
References
Concluding concepts 17 Absolut Vodka: Samantha and the Hunk on the Level
Chapter Eighteen: Advertising, sales promotion and public relations
Chapter objectives
Prelude case Proctor & Gamble: feeling the heat
Introduction
Advertising
Marketing Insights 18.1 Why pay with hard cash? Bartering will do!
Evaluating advertising
Ohter advertising considerations
Organising for advertising
International advertising decisions
Sales promotion
Rapid growth of sales promotion
Setting sales promotion objectives
Major sales promotion tools
Developing the sales promotion programme
Public relations
The role and impact of public relations
Major public relations tools
Marketing Insights 18.2 Samsung’s cool ‘matrix’ values
Summary
Discussing the issues
Applying the concepts
References
Concluding concepts 18 Ninety per cent of spend wasted
Chapter Nineteen: Personal selling and direct marketing
Chapter objectives
Prelude case MD Foods AMBA: rethinking its sales force strategy and structure
Introduction
Personal selling
The nature of personal selling
The role of the sales force
Managing the sales force
Setting sales force objectives
Designing sales force strategy and structure
Recruiting and selecting salespeople
Training salespeople
Supervising salespeople
Evaluating salespeople
The personal selling process
Steps in the selling process
Personal selling and customer relationship management
Marketing Insights 19.1 Cross-cultural selling: in search of universal values
Direct Marketing
The new direct-marketing model
Benefits and growth of direct marketing
The benefits of direct marketing
The growth of direct marketing
Customer databases and direct marketing
Marketing Insights 19.2 Database growth: a wealth of information, but a poverty of customer attention
Forms of direct marketing
Telephone marketing
Direct-mail marketing
Catalogue marketing
Direct-response television marketing
Integrated direct marketing
Public policy and ethical issues in direct marketing
Summary
Discussing the issues
Applying the concepts
References
Concluding concepts 19 Britcraft Jetprop: whose sale is it anyhow?
Part Eight: Place
Chapter Twenty: Managing marketing channels
Chapter objectives
Prelude case Dell Corporation
Introduction
Supply chains and the value delivery network
The nature and importance of marketing channels
How channel members add value
Number of channel levels
Channel behavior and organisation
Channel behavior
Channel organisation
MArketing Insights 20.1 Mail Box Etc: signed, sealed and delivered
Channel design decisions
Analysing customer service needs
Setting channel objectives
Identifying major alternatives
Evaluating the main alternatives
Designing international distribution channels
Channel management decisions
Selecting channel members
Managing and motivating channel members
Evaluating channel members
Marketing logistics and supply chain management
The nature and importance of marketing logistics
Goals of the logistics system
Major logistics functions
Integrated logistics management
Channel trends
Retailing and wholesaling trends
Marketing Insights 20.2 Retail giants: coming to terms with the global marketplace
Summary
Discussing the issues
Applying the concepts
References
Concluding concepts 20 Pieta luxury chocolates
Glossary
Subject index
Company index
View this Free Online Material at the source:
Principles of Marketing – Fourth European Edition
