Kotler's three best books. Fundamentals of Marketing. Short course. F. Kotler Means to facilitate the assimilation of material

Biography

Remark 1

F. Kotler was born in 1931 in the USA, his parents emigrated from Ukraine in 1917. Within the walls of the University of Chicago, he began his scientific career, here he completed a master's degree in economics, became a doctor of philosophy. In addition, he did a PhD in mathematics from Harvard University.

Kotler is currently Professor of International Marketing at Northwestern University's Graduate School of Management. For several years in a row, this School has been awarded the title of the best business school in the USA and the best marketing education school. A considerable merit in this belongs to Kotler, who taught there for many years and conducted his research activities.

He is the author of numerous books in the field of marketing and management, more than a hundred scientific articles for authoritative publications. He is the only author to receive the Alpha Kappa Psi award for the best marketing articles.

His book "Marketing Management" is a textbook widely used throughout the world in the field of marketing. As a consultant, Kotler collaborated with many well-known corporations: Bank of America, IBM, General Electric, Coca-Cola, Motorola and others. He has also advised governments around the world on developing and positioning their companies' resources and skills in an increasingly competitive environment.

F. Kotler's contribution to the development of marketing

F. Kotler considered marketing an invention of the twentieth century, and his initial contribution to the development of marketing is that he managed to emphasize its most important role in the process of managing a company. The most important functions of marketing are to study the market:

Market segmentation
Gathering market information
Product positioning
Market Forecasting

F. Kotler believes that managerial, behavioral, political, international and economic concepts can be used in the development of marketing thinking. In his opinion, the key concept of marketing is exchange. The essence of marketing includes a transaction, i.e., an exchange between parties, while the purpose of marketing in the future is seen by Kotler as a science of human behavior as a social process.

The concept of marketing according to Kotler

Marketing is a process that includes:

planning and implementation of the idea;
pricing;
promotion and implementation of an idea, product and service through an exchange that satisfies the goals of various persons.

Planning plays a vital role in marketing. At the same time, both current and strategic planning are important, since it provides opportunities for analyzing the market situation in dynamics, choosing suitable target markets, developing a system of marketing campaigns in order to achieve the successful implementation of a variety of ideas. According to F. Kotler, sooner or later someone will copy any marketing strategy, because of which it will lose effectiveness. Putting together multiple marketing strategies can cause them to rot.

Remark 2

There are many critics of Kotler's concept. Basically, those theoretical developments of the scientist that affect the deepening and expansion of the marketing concept are criticized. F. Kotler is criticized for simplistic views of the market and the use of general schemes that can be used for almost any product and service created by the company, regardless of the needs that they must satisfy.

But not all scientists and practitioners share this opinion, most experts agree that Kotler's success is based on the idea of the need to develop theoretical conclusions in practice. At the same time, it is very important not to impede the practical application of the theory by the complexity of terminology and methods.

This last name and first name - Philip Kotler - say little to the general public. This is not a popular film actor, not a TV presenter, whose personal life details are known to any gossip at the entrance. Philip Kotler is "just" an American scientist, one of the thousands, if not millions, of the scientific field. And yet he is worth knowing about him not only colleagues.

From the biography

So what is he famous for, Philip Kotler? The biography of this person, set out in official sources, is very concise. Son of emigrants from Russia, born in the USA in 1931, married, father of three daughters. Well, and also various details of a career, positions, - in a word, information that is interesting only to a small circle of people. But here's something that should interest the rest: Philip Kotler is rightfully considered the founding father of modern marketing theory.

and why is it important?

The concept of "marketing" is borrowed from the English lexicon (marketing - market trade). To date, there are many definitions and interpretations of this word. This is how Philip Kotler interprets the term "marketing". He calls it a kind of human activity aimed at satisfying needs and requirements through exchange. That is, two grandmothers in the market, one of whom sells dill, and the second buys it, are also, in fact, engaged in marketing. Grandmothers just do not need to explain how important it is to buy and sell wisely. But, unfortunately, this obvious fact is not always realized by leaders and managers, businessmen and civil servants.

Often, the activities of these persons, instead of profit, bring continuous losses to their structures. And the merit of Philip Kotler lies precisely in the fact that he is trying to teach humanity to trade correctly. However, not only trading. If we summarize everything that was done by Kotler, the following conclusion will also seem logical: he is trying to teach people how to live.

Marketing in Russia and worldwide

Due to historical circumstances, marketing was not considered a science in our country for a long time. Only in the 1970s was the chamber sector created in the USSR). In Russia, the Marketing Association appeared in 1990.

But in the world this concept became known much earlier. In the US, the first marketing courses were taught as early as 1902 at the Universities of Michigan and Illinois, as well as at the University of Berkeley. True, all kinds of organizations related to marketing began to appear in the USA, Western European countries and Japan, Canada and Australia much later - also in the 70s. This subject was studied, it was studied, and yet the knowledge was rather loose and scattered, the terminology was vague. It was he, Philip Kotler, who managed to systematize and generalize the available information, to create a single whole from scraps. "Fundamentals of Marketing", the most famous work of this author, has become a kind of Bible for many marketers.

Kotler and science

Many experts are sure that without the work of this person there would be no marketing as a science in its modern sense. From 1962 to the present day Philip Kotler is a professor of marketing, his permanent place of work is the Graduate School of Management at the University of Illinois. But Kotler began to engage in science long before that, strenuously building up his potential in various fields. He was interested in economics and mathematics, studied management, psychology, behaviorism (personal behavior). All this helped him then in his main work. Important knowledge gleaned from other sciences, Kotler managed to put together and develop, link into an independent concept of "marketing". Philip Kotler is still the most recognized authority, a real "guru" in this matter.

Philip Kotler, Fundamentals of Marketing

Kotler's book "Fundamentals of Marketing" is a kind of scientific bestseller. First published in Russia in 1990, it became a real revelation for many citizens of the former Soviet Union. The publication is especially valuable because it tells about complex socio-economic phenomena in an extremely accessible way. The scientific work is published for the inexperienced reader, who first encountered the need to study this problem. To appreciate the significance of this book, it is necessary to recall the political and economic situation in Russia in those years. The collapse of socialism, "wild" capitalism, a complete lack of understanding of how to live and what to do. It was necessary to fill in the gaping gaps in economic knowledge as soon as possible, to try to understand the mechanism of commodity-money relations, to understand the peculiarities of the market. In essence, it was from Kotler's book that the acquaintance of former Soviet citizens with a completely new concept for them began - the theory of marketing. What is more remarkable, Philip Kotler wrote his "Fundamentals ..." after he had published a lot of works that explored the particular aspects of this issue. That is, the author's goal was to generalize, it was important for him to systematize and bring into one logical whole everything that has even the slightest relation to marketing.

The book "Fundamentals of Marketing" has already gone through dozens of editions. This is an excellent textbook for future economists, a true classic of the genre. In addition, it was appreciated not only by students, but also by a wide circle of readers due to the fact that the theoretical provisions set forth in it are illustrated with examples of their practical application.

Books by Philip Kotler

Of course, The Fundamentals of Marketing is far from Kotler's only work. The author has many books to his credit, more than a hundred articles written for the most famous scientific journals and covering all the intricacies of management and marketing. The titles of the works say a lot: "Attracting investors: a marketing approach to finding sources of financing", "Marketing from A to Z: 80 concepts that every manager should know." The author has a lot of similar works. Their mere enumeration testifies to the outstanding contribution that this scientist made to world science.

300 questions

Unfortunately, not all Kotler's works were translated and published in Russia. And yet there are many of them on the shelves of Russian bookstores. In addition to the already familiar "Fundamentals ...", there are such books here: Philip Kotler, "Marketing Management" (this is the author); "300 Key Marketing Questions: Philip Kotler Answers". The last book deserves a special mention. "300 key questions ..." is a kind of quintessence of Kotler's vast experience, an excellent guide for students of specialized universities. But this thing is also addressed to executives and marketers, theorists and practitioners, teachers and managers. The material is presented in the form of questions and answers, and gives a complete picture of everything that will help to achieve the highest efficiency and success in the chosen business.

Conclusion

The activities of Professor Philip Kotler are far from being limited to his teaching and literary activities. At various times, he held the most responsible positions in American scientific and business structures. The most famous giants of the American industry, such as IBM, resorted to Kotler's services in marketing consulting, and a number of other companies well known outside the country used the scientist's advice. Kotler advised and directed the power structures of many states in order to competently manage the resources of their country. Philip Kotler has traveled half the world giving lectures and consulting. By the way, he estimates an hour of his work at $50,000.

However, Kotler is not only concerned with business. The scientist travels a lot, is interested in art. He teaches others, but he also learns himself. This man called such business geniuses as his ideological inspirers, like

Philip Kotler is still full of energy and is not going to retire. I would like to wish him good health and new creative achievements.

In today's complex world, we all need to understand marketing. Whether we're selling a car, looking for a job, raising money for a charity, or promoting an idea, we're marketing. We need to know what the market is, who operates on it, how it functions, what its needs are.

We need to understand marketing and our role as consumers and our role as citizens. Someone is constantly trying to sell us something, and we must be able to recognize the marketing methods used. Knowing marketing allows us to be smarter as consumers, whether it's buying toothpaste, a frozen pizza, a personal computer, or a new car.

Marketing is one of the fundamental disciplines for market professionals such as salespeople, retailers, advertisers, marketing researchers, new and branded product managers, etc. They need to know how to describe the market and break it down into segments; how to assess the needs, requests and preferences of consumers within the target market; how to design and test a product with the consumer properties necessary for this market; how to convey to the consumer the idea of \u200b\u200bthe value of the product through the price; how to choose skilled intermediaries so that the product is accessible and well presented; how to advertise a product so that consumers know it and want to buy it. A professional marketer must, no doubt, have an extensive set of knowledge and skills.

Those who wish to study marketing can find many books on the subject. But even the thickest textbooks barely skim the surface of this science, because there is a huge amount of information to know about each marketing tool. Newcomers to the study of marketing need a very general understanding of its basics, so as not to drown in a sea of specific details. It is from the standpoint of this approach that the proposed book “Fundamentals of Marketing. Short Course.

At the same time, the book “Fundamentals of Marketing. A Short Course" should not be viewed as just a general digression. The topic is too exciting to be limited to its schematic representation. The book provides case studies that illustrate the drama of modern marketing: the failure of the CBS cable television system; the never-ending confrontation between Coca-Cola and Pepsi-Cola; rise in the beer market of the company "Miller" from seventh to second place; the impact of Avon female salespeople on home shopping; a long-term campaign by Columbia Records to promote the Man at Work Orchestra; a price war in the consumer computer market, etc. Each chapter begins with a description of some significant marketing event. Real-life examples throughout each chapter fill the bare bones of marketing with the pulse of life.

When writing the book, I was guided by several principles. It should be interesting to read. It should cover all the main points that both the market leader and the ordinary citizen need to know. The narrative should develop logically from chapter to chapter. The presentation should be based on scientific research data, and not on rumors and conjectures, and be focused on management problems. My goal is to prepare the reader to make better marketing decisions.

Philip Kotler

Means to facilitate the assimilation of the material

The book uses many special techniques designed to make it easier for students to learn marketing. Here are the main ones.

Statement of goals. To prepare for the perception of the material, each chapter is preceded by a statement of its objectives.

Initial screensaver. Each chapter begins with a short story from the practice of marketing, leading to the main material.

Numerical data, tables. The main provisions and principles discussed in the book are illustrated.

Inserts. Additional examples and other interesting information are provided throughout the book.

Summary. Each chapter ends with a brief recapitulation of the main provisions and principles set forth in it.

Issues for discussion. Each chapter is provided with a selection of questions covering the entire volume of the material presented in it.

Basic concepts. Definitions of new concepts are given at the end of each chapter.

Applications. Two appendices, "Marketing Arithmetic" and "Marketing Careers," provide additional material of practical interest.

Chapter 1 The Social Basis of Marketing: Satisfying Human Needs

Goals

After reading this chapter, you should be able to:

1. Define marketing and describe its role in the economy.

2. Compare five approaches to marketing management.

3. Tell what buyers, sellers and ordinary citizens expect from the marketing system.

4. Explain how marketing is used by the organization.

Everyday impact of marketing on consumers

Marketing affects the interests of each of us in any day of our lives. We wake up as the Sears clock radio comes on to a song by Barbra Streisand followed by a United Airlines commercial for a vacation in Hawaii. In the bathroom, we brush our teeth with Colgate toothpaste, shave with a Gillette razor, freshen our mouth with Listerine antiseptic, spray our hair with Revlon hairspray, and use a host of other toiletries and devices made around the world. We wear Calvin Klein jeans and Bass boots. In the kitchen, we drink a glass of Minute Maid orange juice, scoop Kellogg crispy rice into a bowl, and top it with Borden milk. After a while, we have a cup of Maxwell House coffee with two teaspoons of Domino sugar, while chewing on a Sarah Lee muffin. We buy oranges grown in California, coffee imported from Brazil, a newspaper made from Canadian wood, and the news reaches us on the radio as far away as Australia. As we go through the mail, we find another Metropolitan Museum of Art catalogue, a letter from a Prudential Insurance sales representative offering various services, and coupons to save money on our favorite branded items. We leave the house and drive to the Northbrook Court shopping center with Neiman-Marcus, Lord & Taylor, Sears department stores and hundreds of shops stocked from floor to ceiling with goods. Then we work out at the Nautilus fitness center, get a haircut at the Vidal Sassoon salon, and with the help of the Thomas Cook travel agency, we plan a trip to the Caribbean.

All this became possible thanks to the marketing system, and with minimal effort on our part. It provided us with a standard of living that our predecessors could only dream of.

What is marketing

What is behind the concept of "marketing"? Most mistakenly equate marketing with sales and advertising.

And no wonder! After all, Americans are constantly pestered by television commercials, newspaper ads, direct mail, visits from salesmen. Someone is always trying to sell something. It seems that we have nowhere to escape from death, taxes and commerce.

Therefore, many are surprised to learn that the most important element of marketing is not sales at all. Sales is just the tip of the marketing iceberg, one of its many functions, and often not the most significant one. If the marketer has done a good job with such sections of marketing as identifying consumer needs, developing suitable products and setting an appropriate price for them, establishing a system for their distribution and effective incentives, such products will certainly go easy.

M.: 2007. - 656 p.

The first acquaintance with the theory of marketing of the majority of citizens of the former USSR began with Philip Kotler's book `Fundamentals of Marketing`, published by `Progress` publishing house in 1990. The textbook turned out to be so timely and in demand that hundreds of thousands of pirated copies immediately appeared, published by enterprising businessmen from the publishing business. The book you are holding in your hands is the only legal edition of your favorite bestseller today. This edition includes a new chapter on interactive marketing and new examples of the practical application of certain theoretical provisions.

The book is intended for students of economic specialties, but will be of interest to a wide range of readers.

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CONTENT
Introduction 18
Chapter 1 The Social Basis of Marketing: Satisfying Human Needs 20
What is Marketing 21
Needs 22
Needs 22
Requests 23
Products 23
Exchange 25
Deal 26
Market 27
Marketing 29
Marketing Management 30
Marketing management concepts 30
Production improvement concept 32
Product development concept 33
The concept of intensifying commercial efforts 34
Marketing Concept 35
The concept of socially ethical marketing 36
Objectives of the marketing system 39
Achieving the highest possible high consumption 42
Achieving maximum customer satisfaction 42
Providing the widest possible choice 43
Maximizing the quality of life 43
The rapid spread of the marketing system 44
In the field of entrepreneurship 44
On the international stage 45
In the field of non-profit activities 45
Resume 46
Issues for discussion 47
Key Concepts Encountered in Chapter 1 48
Chapter 2 Marketing Management Process 50
Market Opportunity Analysis 52
Identification of new markets 53
Assessing Marketing Opportunities 55
Selection of target markets 58
Demand measurement and forecasting 58
Market segmentation 59
Selection of target market segments 59
Product positioning in the market 61
Development of the marketing mix 63
Implementation of marketing activities 65
Marketing Planning System 65
Marketing organization system 66
Marketing control system 72
Brief recap of theme 72
Resume 73
Issues for discussion 75
Basic Concepts Encountered in Chapter 2 75
Chapter 3. Market research and marketing information systems 77
Marketing Information System Concept 79
Internal reporting system 80
System for collecting external current marketing information 81
Market research system 82
Marketing research scheme 86
Identification of problems and formulation of research objectives 87
Selection of sources of information 88
Resume 98
Issues for discussion 99
Basic Concepts Encountered in Chapter 3 101
Chapter 4 Marketing Environment 102
The main factors of the microenvironment of the functioning of the company 105
Firm 105
Suppliers 106
Marketing intermediaries 107
Clientele 108
Competitors 109
Contact audiences 111
The main factors of the macroenvironment of the functioning of the company 114
Demographic environment 114
Economic environment 120
Natural environment 122
Scientific and technical environment 124
Political environment 127
Cultural environment 131
Resume 135
Issues for discussion 136
Basic Concepts Encountered in Chapter 4 137
Chapter 5 Consumer Markets and Consumer Buying Behavior 138
Buying Behavior Model 141
Buyer characteristics 142
Cultural level factors 143
Factors of social order 146
Personal factors 150
Psychological factors 153
Purchasing decision process 160
Awareness of the problem 161
Finding information 161
Evaluation of options 163
Buying decision 165
Buy reaction 165
Different options for making a decision to buy a novelty product 167
Stages of the process of perception 168
Individual differences of people in readiness to perceive innovations 168
The role of personal influence 170
The influence of product characteristics on the rate of its perception 171
Resume 171
Issues for discussion 172
Basic Concepts Encountered in Chapter 5 173
Chapter 6. The market of enterprises and the behavior of organized consumers 174
Industrial goods market 176
Who is in the industrial goods market? 176
What purchasing decisions do buyers of industrial products make? 179
Who is involved in making purchasing decisions for industrial products? 183
What is the main influence on buyers of industrial goods? 184
How exactly do buyers of industrial products make purchasing decisions? 186
Intermediary market 191
Who is in the reseller market? 191
What purchasing decisions do intermediaries make? 191
Who is involved in making purchasing decisions for goods for resale? 192
How exactly do intermediaries make purchasing decisions? 192
Public institutions market 193
Who is in the government market? 193
What purchasing decisions do buyers make on behalf of government agencies? 193
Who is involved in purchasing decisions on behalf of government agencies? 194
What has the main influence on the buyers of public institutions? 195
How exactly do government agencies make purchasing decisions? 195
Resume 197
Questions for discussion 198
Basic Concepts Encountered in Chapter 6 199
Chapter 7 Segmenting the Market, Selecting Target Segments, and Positioning the Product 200
Market segmentation 203
General Approach to Market Segmentation 203
Basic principles for segmenting consumer markets 205
Basic principles of market segmentation for industrial goods 217
Selecting target market segments 218
Three options for market coverage 219
Identification of the most attractive market segments 222
Product positioning in the market 224
Resume 225
Issues for discussion 227
Basic Concepts Encountered in Chapter 7 227
Chapter 8 Product Development: Products, Brands, Packaging, Services 229
What is product 231
Product by design, product in reality, product with reinforcement 231
The main types of classification of goods 232
Durable goods, non-durable goods, services 233
Classification of consumer goods 234
Classification of industrial goods 236
Stamp Decisions 238
Brand Decisions 239
Decision on the owner of the brand 240
Brand Quality Decision 242
Decision on brand nepotism 242
Decision to expand the boundaries of the use of brand 245
Multibrand Approach Decision 245
Product packaging decisions 246
Labeling decisions 248
Customer Service Decisions 251
Service Package Decision 251
Service level decision 252
Decision on the form of service 252
Customer Service Department 253
Product Line Decisions 253
Decision on the breadth of the product range 253
Decisions concerning the commodity nomenclature 256
Resume 259
Questions for discussion 261
Basic Concepts Encountered in Chapter 8 262
Chapter 9 Product Development: New Products and Life Cycle Issues 264
New Product Development Strategy 266
Formulation of ideas 269
Selection of ideas 270
Concept Development and Verification 270
Marketing strategy development 273
Analysis of production and marketing opportunities 274
Product development 274
Trial Marketing 275
Deployment of commercial production 275
Approach to product life cycle stages 278
The stage of bringing the goods to the market 282
Growth Stage 282
Stage of maturity 283
Decline Stage 284
Resume 286
Issues for discussion 287
Basic Concepts Encountered in Chapter 9 288
Chapter 10. Commodity Pricing: Tasks and Pricing Policies 289
Pricing in different types of markets 291
Pure competition 292
Monopolistic competition 292
Oligopolistic competition 292
Pure monopoly 293
Setting pricing objectives 294
Ensuring survival 294
Maximizing current profit 294
Winning leadership in terms of market share 294
Winning leadership in terms of product quality 295
Definition of demand 295
Methods for estimating demand curves 295
Price elasticity of demand 298
Cost estimate 298
Types of costs 299
Analysis of prices and products of competitors 299
Choosing a Pricing Method 300
Calculation of the price according to the method "average costs plus profit" 300
Price calculation based on break-even analysis and target profit 301
Setting a price based on the perceived value of a product 303
Setting a price based on current price levels 303
Price setting based on closed tenders 305
Setting the final price 305
Psychology of price perception 305
Firm 305 pricing policy
Influence of price on other market participants 306
Resume 308
Questions for discussion 308
Basic Concepts Encountered in Chapter 10 309
Chapter 11. Setting prices for goods: approaches to the problem of pricing 310
Approaches to the problem of pricing 311
Establishing prices for a new product 311
Product line pricing 313
Geographic pricing 315
Setting prices with discounts and offsets 317
Promotion pricing 318
Setting discriminatory prices 319
Proactive price changes 321
Proactive price cuts 321
Proactive price increase 321
Consumer reactions to price changes 322
Reactions of competitors to price changes 322
The firm's response to price changes by competitors 323
Resume 323
Questions for discussion 324
Basic Concepts Encountered in Chapter 11 325
Chapter 12
The nature of distribution channels 329
Why intermediaries are needed 329
Distribution Channel Functions 330
Number of channel levels 332
Service channels 333
Diffusion of vertical marketing systems 335
Diffusion of horizontal marketing systems 338
Distribution of multi-channel marketing systems 339
Collaboration, conflicts and competition of distribution channels 339
Channel Structure Decisions 340
Identification of the main variants of channels 341
Channel management decisions 343
Selection of channel members 343
Motivating channel members 343
Evaluation of the activities of channel participants 344
Solutions for distribution problems 345
The nature of merchandising 345
Purposes of distribution 347
Order processing 349
Warehousing 350
Maintenance of inventories 351
Transportation 351
Choice of mode of transport 353
The structure of the company's goods movement management 354
Resume 355
Issues for discussion 355
Basic Concepts Encountered in Chapter 12 356
Chapter 13. Methods of distribution of goods: retail and wholesale 358
Retail 360
The Nature and Importance of Retail 360
Types of retail trade enterprises 362
Retailer Marketing Solutions 384
Wholesale 388
The nature and importance of wholesale trade 388
Types of wholesalers 390
Wholesaler Marketing Solutions 395
Resume 396
Issues for discussion 398
Basic Concepts Encountered in Chapter 13 398
Chapter 14
Stages of developing effective communication 404
Identification of the target audience 405
Determining the desired response 405
Choice of treatment 407
Choice of media 409
The choice of properties that characterize the source of the call 412
Accounting for feedback flow 412
Development of a comprehensive promotion budget and selection of elements of the promotion complex 414
Calculation of the total budget for promotion 414
Formation of the promotion complex 417
Resume 423
Questions for discussion 424
Basic Concepts Encountered in Chapter 14 425
Chapter 15
Advertising 429
Setting goals 433
Budget Development Decisions 435
Advertising Appeal Decisions 435
Media Decisions 439
Advertising program evaluation 443
Sales promotion 446
Setting goals for sales promotion 447
Choice of promotional tools 447
Development of a sales promotion program 450
Preliminary testing of sales promotion program 451
Implementation of the sales promotion program 451
Evaluation of the results of the sales promotion program 452
Public Relations 452
Setting tasks for the PR department 454
Choice of means of public relations 455
Implementation of the plan for the formation of public opinion 456
Evaluation of the results of activities to form public opinion 456
Resume 457
Questions for discussion 459
Basic Concepts Encountered in Chapter 15 460
Chapter 16 Product Promotion: Personal Selling and Sales Management 461
Setting goals for the sales department of the company 466
Selecting the organizational structure of the sales service 466
Basic principles of the sales department 467
Organizational structure of the sales service of the company 467
Dimensions of the sales department of the company 469
Remuneration system for sales personnel 469
Attracting and selecting sales agents 470
The Importance of Careful Selection 470
Essential Traits of a Good Sales Agent 470
Recruitment procedure 471
Sales agent training 471
Fundamentals of the Art of Selling 472
Control over the work of sales agents 477
Sales agent orientation 477
Motivating Sales Agents 478
Evaluation of the performance of sales agents 480
Sources of information 480
Formal performance appraisal 480
Resume 482
Questions for discussion 483
Basic Concepts Encountered in Chapter 16483
Chapter 17 Interactive and Direct Marketing 484
What is "direct marketing" 487
The Growth and Benefits of Direct Marketing 488
Benefits of direct marketing 489
Development of direct marketing 490
Customer databases and direct marketing 491
Forms of direct marketing 495
Personal Selling 495
Direct mail 496
Catalog Marketing 498
Telemarketing 498
Immediate Response Television Marketing 499
Marketing from the video booth 500
Interactive Marketing and Ecommerce 501
The rapid development of interactive marketing 502
Electronic shopper 503
Benefits of Interactive Marketing 505
Interactive marketing channels 507
The Temptations and Challenges of Interactive Marketing 512
Integrated direct marketing 514
Public Opinion and Ethical Issues in Direct Marketing 515
Annoyance, dishonesty, cheating and cheating 515
Invasion of privacy 516
Resume 517
Questions for discussion 520
Basic Concepts Encountered in Chapter 17521
Chapter 18
Strategic planning 525
Company mission 525
Tasks and goals of the company 527
Business Portfolio Development Plan 529
Firm growth strategy 529
Marketing planning 532
Marketing plan sections 533
Marketing budget development 536
Marketing control 541
Monitoring the implementation of annual plans 541
Profit control 544
Strategic control 545
Resume 551
Questions for discussion 552
Basic Concepts Encountered in Chapter 18553
Chapter 19 International Marketing 555
Exploring the international marketing environment 558
International Trade System 558
Economic environment 559
Political and legal environment 560
Cultural environment 562
Decision on the expediency of entering the foreign market 563
Deciding which markets to enter 563
Decision on methods of entering the market 564
Export 564
Joint venture activities 565
Direct investment 567
Decision on the structure of the marketing mix 568
Product 568
Promotion 570
Price 570
Distribution channels 571
Decision on the structure of the marketing service 572
Export Department 572
International branch 572
Multinational company 574
Resume 574
Issues for discussion 575
Basic Concepts Encountered in Chapter 19576
Chapter 20. Marketing of services and marketing in the field of non-profit activities 577
Service Marketing 578
The nature and main characteristics of the service 579
Service classification 582
The scale and importance of marketing in the service sector 583
Organization Marketing 584
Assessment of the image of the organization 585
Image planning and image health 585
Individual marketing 585
Celebrity Marketing 586
Marketing of political candidates 587
Place Marketing 588
Housing Marketing 588
Commercial area marketing 589
Marketing investments in land property 589
Holiday destination marketing 589
Idea Marketing 590
Resume 591
Questions for discussion 593
Basic Concepts Encountered in Chapter 20,594
Chapter 21 Marketing and Society 596
Public criticism of marketing 598
The impact of marketing on individual consumers 598
The impact of marketing on society as a whole 605
The impact of marketing on other entrepreneurs 608
Citizens' actions to regulate marketing 609
Consumerism 610
Environmental movement 611
Measures of state regulation of marketing 612
Actions of Entrepreneurs to Become Socially Responsible Marketing 613
Moral Principles of Marketing 616
Resume 619
Questions for discussion 620
Basic Concepts Encountered in Chapter 21 621
Appendix A. Marketing Arithmetic 622
Business results report 622
Calculation of analytical coefficients 626
Mark-ups and discounts from the price 629
Appendix B. Careers in Marketing 632
Job Description in Marketing 632
Advertising 633
Managing the production of conventional and branded goods 635
Working with consumers 635
Industrial Marketing 635
International Marketing 636
Specialists in organizing marketing management and systems analysis 636
Marketing Research 636
New product planning 637
Merchandising system 637
Shaping public opinion 637
Logistics 637
Retail Management 638
Sales and management 638
Other Marketing Career Opportunities 638
Choosing a job and getting a place 639
Conduct a self-assessment 639
Study job descriptions 639
Formulate the goals of your search 639
Explore the job market and evaluate its opportunities 640
Develop a search strategy 640
Prepare a brief introduction about yourself and cover letter 640
Get interview 641
Get things done 642
Index 643

Philip Kotler

Marketing Basics

* * *

Introduction