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PART 1 Understanding Marketing Management2

Chapter 1 Defining Marketing for the 21st Century3

The Importance of Marketing4

The Scope of Marketing5

MARKETING MEMO The Rewards of Branding Asian Countries8

Core Marketing Concepts13

The New Marketing Realities15

Company Orientations Toward the Marketplace18

MARKETING MEMO Marketing Right and Wrong20

BREAKTHROUGH MARKETING Nike22

Marketing Management Tasks28

MARKETING MEMO Marketers'Frequently Asked Questions28

Chapter 2 Developing Marketing Strategies and Plans33

Marketing and Customer Value34

MARKETING INSIGHT Views on Marketing from Chief Executive Officers42

BREAKTHROUGH MARKETING Intel43

Corporate and Division Strategic Planning44

MARKETING INSIGHT Creating Innovative Marketing55

Business Unit Strategic Planning55

MARKETING MEMO Checklist for Performing Strengths/Weaknesses Analysis58

MARKETING INSIGHT Same Bed,Different Dreams61

MARKETING INSIGHT Marketing's Contribution to Shareholder Value63

Product Planning:The Nature and Contents of a Marketing Plan64

MARK ETING MEMO Marketing Plan Criteria64

Sample Marketing Plan:Pegasus Sports International66

PART 2 Capturing Marketing Insights72

Chapter 3 Gathering Information and Scanning the Environment73

Components of a Modern Marketing Information System74

Internal Records and Marketing Intelligence75

MARKETING MEMO Clicking on the Competition78

Analyzing the Macroenvironment78

MARKETING INSIGHT Megatrends Shaping the Asian Consumer Landscape79

The Demographic Environment79

BREAKTHROUGH MARKETING Google80

MARKETING INSIGHT Friends for Life84

Other Major Macroenvironments86

MARKETING INSIGHT Green Marketing91

Chapter 4 Conducting Marketing Research and Forecasring Demand99

The Marketing Research Systen100

The Marketing Research Process101

MARKETING INSIGHT Conducting Informative Focus Groups104

MARKETING MEMO Questionnaire Do's and Don'ts105

MARKETING INSIGHT Getting into Consumers'Heads With Qualitative Research108

MARKETING INSIGHT Unnderstanding Brain Science109

MARKETING MEMO Pros and Cons of Online Research112

MARKETING INSIGHT Global Online Market Research Challenges113

Marketing Research inAsia116

Measuring Marketing Productivity117

MARKETING INSIGHT Marketing Dashboards to Improve Effectiveness and Efficiency119

PART 3 Connecting with Customers130

Chapter 5 Creating Customer Value,Satisfaction,and Loyalty131

Building CustomerValue,Satisfaction,and Loyalty132

Maximizing Customer Lifetime Value140

MARKETING MEMO Calculating Customer Lifetime Value143

Cultivating Customer Relationships144

MARKETING INSIGHT Company Response to Customer Empowerment145

MARKETI NG MEMO Creating Customer Evangelists149

Customer Databases and Database Marketing152

BREAKTHROUGH MARKETING Tesco154

Chapter 6 Analyzing Consumer Markets159

What Influences Consumer Behavior?160

MARKETING INSIGHT China's Young Consumers164

MARKETING INSIGHT Face-Saving and the Chinese Consumer166

BREAKTHROUGH MARKETING Ikea170

Key Psychological Processes171

The Buying Decision Process:The Five-Stage Model179

Other Theories of Consumer Decision Making188

MARKETING INSIGHT How Consumers Really Make Decisions190

MARKETING MEMO Decision Traps191

Chapter 7 Analyzing Business Markets195

What is Organizational Buying?196

MARKETING INSIGHT Big Sales to Small Business197

Participants in the Business Buying Process200

The Purchasing/Procurement Process203

Stages in the Buying Process204

MARKETING INSIGHT The Business-To-Business（B2B）Cyberbuying Bazaar207

MARKETING INSIGHT The Asian B2B Environment208

MARKETING MEMO Developing Compelling Customer Value Propositions210

Managing Business-to-Business Customer Relationships212

BREAKTHROUGH MARKETING General Electric213

MARKETING INSIGHT Rules of SociaI and Business Etiquette214

MARKETING INSIGHT Establishing Corporate Trust and Credibility215

Relationship Marketing in the Keiretsu and Chaebol218

Institutional and Government Markets219

MARKETING INSIGHT Government Procurement in Korea220

Chapter 8 Identifying Market Segments and Targets225

Levels of Market Segmentation226

MARKETING INSIGHT Chasing the Long Tail230

BREAKTHROUGH MARKETING HSBC232

Bases for Segmenting Consumer Markets233

MARKETING INSIGHT Trading Up（and Down）:The New Consumer239

MARKETING INSIGHT Marketing to Generation Y240

Bases for Segmenting Business Markets248

Marketing Targeting250

PART 4 Building Strong Brands258

Chapter 9 Creating Brand Equity259

What is Brand Equity?260

BREAKTHROUGH MARKETING Procter＆Gamble262

MARKETING MEMO A Checklist for Developing Global Asian Brands267

Building Brand Equity270

MARKETING INSIGHT Applying Permission Marketing277

Measuring Brand Equity281

MARKETING INSIGHT The Brand Value Chain282

Managing Brand Equity283

MARKETING INSIGHT What is a Brand Worth?284

Devising a Branding Strategy287

Customer Equity294

MARKETING MEMO 21st Century Branding294

Chapter 10 Crafting the Brand Positioning299

Developing and Communicating a Positioning Strategy300

BREAKTHROUGH MARKETING Shanda Interactive Entertainment302

MARKETING MEMO Writing a Positioning Statement307

MARKETING MEMO How to Derive Fresh Consumer Insights to Differentiate Products and Services308

Product Life-Cycle Marketing Strategies310

MARKETING INSIGHT Competitive Category Dynamics316

MARKETING MEMO How to Build a Breakaway Brand322

Chapter 11 Dealing with Competition327

Competitive Forces328

Identifying Competitors329

Analyzing Competitors330

MARKETING INSIGHT High Growth Through Value Innovation331

MARKETING MEMO Benchmarking to Improve Competitive Performance334

Competitive Strategies for Market Leaders335

BREAKTHROUGH MARKETING Accenture336

MARKETING INSIGHT When Your Competitor Delivers More for Less337

MARKETING INSIGHT Sun Tzu Bing Fa:Modern Strategy Insights from Ancient China340

Other Competitive Strategies346

MARKETING MEMO Making Smaller Better349

MARKETING INSIGHT Counteracting Counterfeiting351

MARKETING MEMO Niche Specialist Roles353

MARKETING MEMO Strategies for Entering Markets Held by Incumbent Firms353

Balancing Customer and Competitor Orientations354

PART 5 Shaping the Market Offerings358

Chapter 12 Setting Product Strategy359

Product Characteristics and Classifications360

MARKETING INSIGHT Metamarkets and Metamediaries361

Differentiation364

BREAKTHROUGH MARKETING Toyota367

MARKETING INSIGHT Design as a Powerful Marketing Tool370

Product and Brand Relationships372

MARKET INSIGHT When Less is More376

Packaging,Labeling,Warranties and Guarantees383

MARKETING MEMO Making Ingredient Branding Work384

Chapter 13 Designing and Managing Services389

The Nature of Services390

Marketing Strategies for Service Firms396

MARKETING MEMO Recommendations for Improving Service Quality397

MARKETING INSIGHT The Japanese Philosophy of Service397

BREAKTHROUGH MARKETING Southwest Airlines399

Managing Service Quality404

MARKETING INSIGHT The Role of Expectations on Service Quality Perceptions406

MARKETING MEMO Assessing E-Service Quality407

MARKETING MEMO The Seven Deadly Sins of Service Management409

MARKETING INSIGHT Developing Customer Interface Systems410

Managing Service Brands412

Managing Product Support Services416

Chapter 14 Developing Pricing Strategies and Programs421

Understanding Pricing422

MARKETING INSIGHT Giving It all away424

Setting the Price430

BREAKTHROUGH MARKETING Ebay443

MARKETING INSIGHT Stealth Price Increases446

Adaptingthe Price447

MARKETING MEMO Guidelines for Countertraders448

Initiating and Responding to Price Changes451

MARKETING MEMO How to Fight Low-Cost Rivals454

PART 6 Delivering Value458

Chapter 15 Designing and Managing Marketing Channels and Value Networks459

Marketing Channels and Value Networks460

The Role of Marketing Channels463

Channel-Design Decisions467

Channel-Management Decisions474

MARKETING MEMO Designing a Customer-Driven Distribution System478

Channel Integration and Systems478

MARKETING INSIGHT The Importance of Channel Stewards479

MARKETING MEMO Multichannel Shopping Checklist482

Conflict,Cooperation,and Competition483

E-Commerce Marketing Practices486

BREAKTHROUGH MARKETING Amazon.com488

MARKETING INSIGHT E-Tailing Lessons for the Asia Pacific491

Chapter 16 Managing Retailing,Wholesaling,and Logistics495

Retailing496

MARKETING INSIGHT Enhancing Online Shopping in Asia499

MARKETING INSIGHT Franchise Fever in Asia500

MARKETING INSIGHT Making Labels Smarter507

MARKETING MEMO Helping Stores to Sell509

Private Labels512

BREAKTHROUGH MARKETING Wal-Mart513

MARKETING INSIGHT Feng Shui and its Application to Retailing and Marketing in the Far East514

MARKETING MEMO How to Compete Against Store Brands516

Wholesaling516

Market Logistics518

MARKETING INSIGHT Toyota's Supplier Relationships518

PART 7 Communicating Value526

Chapter 17 Designing and Managing Integrated Marketing Communications527

The Role of Marketing Communications528

Developing Effective Communications534

MARKETING INSIGHT Celebrity Endorsements as a Strategy538

MARKETING INSIGHT Collectivism, Consensus Appeals, and Credibility539

MARKETING INSIGHT Comparative Advertising in Asia540

Deciding on the Marketing Communications Mix546

BREAKTHROUGH MARKETING Intel547

MARKETING INSIGHT Marketing Communications and the Urban Chinese Consumer548

Managing the Integrated Marketing Communications Process552

MARKETING MEMO How Integrated is Your IMC Program?554

Chapter 18 Managing Mass Communications:Advertising,Sales Promotions,Events,and Public Relations559

Developing and Managing an Advertising Programmme560

MARKETING INSIGHT Advertising Guidelines for Modern Asia565

MARKETING MEMO Print Ad Evaluation Criteria567

Deciding on Media and Measuring Effectiveness568

MARKETING INSIGHT Playing Games with Brands575

Sales Promotion580

Events and Experiences587

MARKETING INSIGHT Experiential Marketing590

Public Relations591

MARKETING INSIGHT Managing a Brand Crisis592

BREAKTHROUGH MARKETING Virgin Group594

Chapter 19 Managing personal Communications:Direct Marketing and Personal Selling599

Direct Marketing600

MARKETING MEMO When Your Customeris a Committee603

Interactive Marketing606

BREAKTHROUGH MARKETING Yahoo!608

Word of Mouth614

MARKETING MEMO How to Start a Buzz Fire616

Designing the Sales Force618

MARKETING INSIGHT Major Account Management622

Managing the Sales Force623

Principles of Personal Selling630

MARKETING INSIGHT Culture and Relationship Marketing636

PART 8 Creating Successful Long-Term Growth640

Chapter 20 Introducing New Market Offerings641

New-Product Options642

Challenges in New-Product Development643

Organizational Arrangements647

MARKETING INSIGHT The Effects of National Culture on New-Product Development647

Managing the Development Process:Ideas651

MARKETING MEMO Ten Ways to Great New-Product Ideas651

MARKETING INSIGHT P＆G's New Connect-and-Develop Approach to Innovation652

MARKETING MEMO Seven Ways to Draw New Ideas from Your Customers653

MARKETING INSIGHT Developing Successful High-Tech Products654

MARKETING INSIGHT New-Idea Generation In Japanese Companies655

Managing the Development Process:Concept to Strategy658

Managing the Development Process:Development to Commercialization663

BREAKTHROUGH MARKETING Apple iPod670

The Consumer-Adoption Process671

Chapter 21 Tapping into Global Markets677

Competing on a Global Basis678

BREAKTHROUGH MARKETING Samsung678

Deciding Whether to Go Abroad679

Deciding Which Markets to Enter681

MARKETING INSIGHT Spotlight on Key Developing Asian Markets683

MARKETING INSIGHT Emerging Market Companies685

MARKETING INSIGHT China Post-WTO688

Deciding How to Enter the Market689

MARKETING INSIGHT Guanxi and Its Application to Marketing in Greater China693

MARKETING MEMO Guidelines for Managing Joint Ventures in Asia695

Deciding on the Marketing Program696

MARKETING INSIGHT Global Standardization or Adaptation?696

MARKETING MEMO The Ten Commandments of Global Branding698

MARKETING INSIGHT Establishing Global Service Brands699

MARKETING INSIGHT Unauthorized Sales—Dealing with the Gray Market and Counterfeit Products706

Country-of-Origin Effects709

Deciding on the Marketing Organization711

Chapter 22 Managing a Holistic Marketing Organization715

Trends in Marketing Practices716

Internal Marketing716

MARKETING MEMO Characteristics of Customer-Driven Company Departments717

MARKETING INSIGHT Fueling Strategic Innovation724

Socially Responsible Marketing724

BREAKTHROUGH MARKETING Starbucks726

MARKETING INSIGHT Confucius and Marketing in East Asia729

MARKETING INSIGHT New Views on Corporate Social Responsibility731

MARKETING MEMO Making a DifferenCe734

Marketing Implementation735

Evaluation and Control736

The Future of Marketing748

MARKETING MEMO Major Marketing Weaknesses749