"Marketing:
An Introduction" 14th Global Edition by Gary Armstrong and Philip Kotler provides a comprehensive overview of marketing principles and practices. This edition offers an updated and global perspective on marketing strategies, incorporating the latest trends and innovations in the field. Here’s a detailed summary of the content covered in this edition:
Chapter 1: Marketing: Creating and Capturing Customer Value
• Definition of Marketing: The chapter introduces marketing as a process of creating value for customers and capturing value from customers in return. It discusses the importance of understanding customer needs, wants, and demands to develop effective marketing strategies.
• The Marketing Process: This section covers the five core steps of the marketing process: understanding the marketplace and customer
needs, designing a customer-driven marketing strategy, constructing a marketing program, engaging customers, and capturing value.
• Marketing Management Orientations: The book discusses various marketing management orientations, including the production concept, product concept, selling concept, marketing concept, and societal marketing concept.
Chapter 2: Company and Marketing Strategy: Partnering to Build Customer Engagement, Value, and Relationships
• Corporate and Marketing Strategy: The chapter explores the relationship between corporate strategy and marketing strategy, emphasizing the importance of aligning marketing efforts with overall business objectives.
• Strategic Planning: It discusses the strategic planning process, including setting company objectives, conducting a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats), and developing marketing strategies.
• Marketing Strategy and the Marketing Mix: The book explains the four Ps of marketing (Product, Price, Place, Promotion) and how they are used to create a comprehensive marketing strategy.
Chapter 3: Analyzing the Marketing Environment
• Microenvironment: This section covers the microenvironmental factors that affect a company’s ability to serve its customers, including the company itself, suppliers, marketing intermediaries, customers, competitors, and publics.
• Macroenvironment: The chapter discusses macroenvironmental factors, such as demographic, economic, natural, technological, political, and cultural forces, that influence marketing decisions.
Chapter 4: Managing Marketing Information to
Gain Customer Insights
• Marketing Research: The book covers the role of marketing research in understanding customer
needs and preferences. It discusses the research process, including problem definition, research design, data collection, and analysis.
• Customer Insights: This section emphasizes the importance of gaining customer insights through data analysis, customer feedback, and market trends to make informed marketing decisions.
Chapter 5: Consumer Markets and Consumer Buyer Behavior
• Consumer Buying Behavior: The chapter explores the factors that influence consumer buying behavior, including cultural, social, personal, and psychological factors.
• Buying Decision Process: It discusses the stages of the consumer buying decision process, from problem recognition to post-purchase evaluation.
• Consumer Market Segmentation: The book explains the importance of market segmentation in targeting specific consumer groups based on their needs and preferences.
Chapter 6: Business Markets and Business Buyer Behavior
• Business Markets: This section covers the characteristics of business markets and the differences between business and consumer markets.
• Business Buyer Behavior: The chapter explores the factors that influence business buying decisions, including the buying process, organizational buying behavior, and the roles of various participants in the buying process.
Chapter 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers
• Market Segmentation: The book discusses the process of market segmentation, including identifying and evaluating market segments and selecting target markets.
• Differentiation and Positioning: It explores strategies for differentiating a company’s offerings from competitors and positioning products effectively in the market.
Chapter 8: Products, Services, and Brands: Building Customer Value
• Product and Service Decisions: The chapter covers the different types of products and services, product levels, and the product life cycle.
• Branding: It discusses the importance of branding, brand equity, and brand management in creating customer value and loyalty.
Chapter 9: Developing New Products and Managing the Product Life Cycle
• New Product Development: The book outlines the new product development process, including idea generation, concept development, and product testing.
• Product Life Cycle: It explores the stages of the product life cycle (introduction, growth, maturity, and decline) and strategies for managing products at each stage.
Chapter 10: Pricing: Understanding and Capturing Customer Value
• Pricing Strategies: The chapter discusses various pricing strategies, including cost-based pricing, value-based pricing, and competition-based pricing.
• Pricing Decisions: It covers factors that influence pricing decisions, including costs, demand, and competitive pressures.
Chapter 11: Marketing Channels: Delivering Customer Value
• Channel Design: The book explores the role of marketing channels in delivering value to customers and the process of designing effective distribution channels.
• Channel Management: It discusses channel management strategies, including selecting channel partners, managing channel relationships, and evaluating channel performance.
Chapter 12: Retailing and Wholesaling
• Retailing: The chapter covers the role of retailers in the marketing system, types of retailing formats, and retail strategies.
• Wholesaling: It explores the functions of wholesalers, types of wholesalers, and their role in the distribution process.
Chapter 13: Integrated Marketing Communications: Advertising and
Public Relations
• Integrated Marketing Communications (IMC): The book discusses the concept of IMC and its importance in creating a unified marketing message across various channels.
• Promotion Mix: It covers the different elements of the promotion mix, including advertising, public relations, sales promotion, personal selling, and direct marketing.
Chapter 14: Advertising and Sales Promotion
• Advertising: The chapter explores advertising strategies, including creating effective
advertisements, selecting media channels, and measuring advertising effectiveness.
• Sales Promotion: It discusses various sales promotion techniques, including consumer promotions, trade promotions, and sales contests.
Chapter 15: Personal Selling and Sales Management
• Personal Selling: The book covers the personal selling process, including prospecting, presentation, handling objections, and closing sales.
• Sales Management: It explores sales management strategies, including recruiting and training salespeople, setting sales goals, and evaluating sales performance.
Chapter 16: Direct and Digital Marketing: Contemporary Practices
• Direct Marketing: The chapter discusses direct marketing strategies, including direct mail, telemarketing, and direct response advertising.
• Digital Marketing: It explores digital marketing practices, including online advertising, social media marketing, email marketing, and mobile marketing.
Chapter 17: Global Marketing and the Global Marketing Environment
• Global Marketing: The book examines the challenges and opportunities of global marketing, including entering international markets, adapting marketing strategies for different cultures, and managing global marketing operations.
• Global Marketing Environment: It covers the global marketing environment, including economic, political, legal, and cultural factors that impact international marketing efforts.
Chapter 18: Sustainable Marketing: Social Responsibility and Ethics
• Sustainable Marketing: The chapter explores the concept of sustainable marketing and the importance of incorporating social responsibility and ethical considerations into marketing practices.
• Ethical Issues in Marketing: It discusses various ethical issues in marketing, including consumer privacy, advertising practices, and environmental sustainability.
Pedagogical Features
1. Real-World Examples and Case Studies
• The textbook includes numerous real-world examples and case studies to illustrate marketing concepts and their application in various industries and markets.
2. Key Terms and Definitions
• Each chapter highlights key terms and definitions to reinforce understanding and ensure students grasp essential marketing concepts.
3. Chapter Summaries and Review Questions
• The book provides chapter summaries and review questions at the end of each chapter to help students test their knowledge and review key concepts.
4. Visual Aids and Infographics
• The textbook features visual aids, such as infographics, charts, and diagrams, to help students understand complex concepts and processes.
5. Online Resources
• The 14th Global Edition includes access to online resources and tools, such as interactive quizzes, video tutorials, and additional case studies, to enhance the learning experience.
"Marketing:
An Introduction" 14th
Global Edition by Gary Armstrong and Philip Kotler offers a comprehensive and up-to-date overview of marketing principles and practices. By integrating real-world examples, case studies, and the latest marketing trends, the textbook provides students with a solid foundation in marketing and prepares them to apply marketing concepts in a global context.
Click the link below to download the Full Original PDF/EBOOK