Marketing Essay

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Global Edition
PHILIP KOTLER
Northwestern University

GARY ARMSTRONG
University of North Carolina

Upper Saddle River Boston Columbus San Francisco New York Indianapolis London Toronto Sydney Singapore Tokyo Montreal Dubai Madrid Hong Kong Mexico City Munich Paris Amsterdam Cape Town

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Contents
Marketing Strategy and the Marketing Mix 72
Customer-Driven Marketing Strategy 72 j Developing an Integrated Marketing Mix 76

9V Marketing: Creating and Capturing Customer Value 26 I What Is Marketing? 28
.i Marketing Defined 29 | The Marketing Process 29

Managing the Marketing Effort 77
Marketing Analysis 77 j Marketing Planning 78 | Marketing Implementation 79 j Marketing Department Organization 80 Marketing Control 81

Measuring and Managing Return on Marketing Investment 81
Reviewing Objectives and Key Terms 83 | Key Terms 84 | Discussing & Applying the Concepts 84 | Focus on Technology 85 | Focus on Ethics 85 | Marketing by the Numbers 85 Video Case: Live Nation- 86 C o m p a n y Case: Bahrain Bay: Building Customer Relations for the Future 86

Understanding the Marketplace and Customer Needs 30
Customer Needs, Wants, and Demands 30 j Market Offerings— Products, Services, and Experiences 30 | Customer Value and Satisfaction 31 | Exchanges and Relationships 31 | Markets 31

Designing a Customer-Driven Marketing Strategy 32
Selecting Customers to Serve 32 j Choosing a Value Proposition 33 | Marketing Management Orientations 33

Preparing an Integrated Marketing Plan and Program 36 Building Customer Relationships 36
Customer Relationship Management 37 | The Changing Nature of Customer Relationships 40 | Partner Relationship Management 43 /

0-3 Analyzing the Marketing Environment 88 The Company's Microenvironment 90 Chapter 3
The Company 91 | Suppliers 91 | Marketing Intermediaries 91 | Competitors 92 j Publics 93 • Customers 93

Capturing Value from Customers 45...