Dirección de marketing

Cover......Page 1
About the Authors......Page 5
Brief Contents......Page 7
Contents......Page 8
Preface......Page 18
Acknowledgments......Page 21
 Chapter 1: Defining Marketing for the New Realities......Page 25
   Marketing Decision Making......Page 26
   Winning Marketing......Page 27
   What is Marketed?......Page 28
   Who Markets?......Page 30
   Target Markets, Positioning, and Segmentation......Page 32
   Impressions and Engagement......Page 33
   Supply Chain......Page 34
   Marketing Environment......Page 35
   Technology......Page 36
   Social Responsibility......Page 37
   Marketing Insight: Getting to Marketing 3.0......Page 38
   New Consumer Capabilities......Page 39
   New Company Capabilities......Page 40
   Marketing Balance......Page 42
   The Production Concept......Page 43
   The Holistic Marketing Concept......Page 44
  Updating the Four Ps......Page 48
   Marketing Insight: Understanding the 4 As of Marketing......Page 49
   Developing Marketing Strategies and Plans......Page 50
   Marketing Memo: Marketers\' Frequently Asked Questions......Page 51
  Summary......Page 52
  Marketing Excellence: Nike......Page 53
  Marketing Excellence: Google......Page 55
   The Value Delivery Process......Page 58
   Core Competencies......Page 59
   The Central Role of Strategic Planning......Page 60
  Corporate and Division Strategic Planning......Page 61
   Defining the Corporate Mission......Page 62
   Assessing Growth Opportunities......Page 65
   Organization and Organizational Culture......Page 69
   Marketing Insight: Creating Innovative Marketing......Page 70
  Business Unit Strategic Planning......Page 71
   SWOT Analysis......Page 72
   Marketing Memo: Checklist for Evaluating Strengths/Weaknesses Analysis......Page 74
   Strategic Formulation......Page 75
   Program Formulation and Implementation......Page 76
   Marketing Insight: Businesses Charting a New Direction......Page 77
   Marketing Memo: Marketing Plan Criteria......Page 78
   The Role of Relationships......Page 79
  Summary......Page 80
  Marketing Excellence: Electrolux......Page 81
  Marketing Excellence: Emirates......Page 82
  Sample Marketing Plan: Pegasus Sports International......Page 84
 Chapter 3: Collecting Information and Forecasting Demand......Page 89
  Components of a Modern Marketing Information System......Page 90
   Databases, Data Warehousing, and Data Mining......Page 92
   The Marketing Intelligence Syst Em......Page 93
  Analyzing the Macroenvironment......Page 95
   Identifying the Major Forces......Page 96
   The Demographic Environment......Page 97
   Marketing Memo: Finding Gold at the Bottom of the Pyramid......Page 98
   The Economic Environment......Page 100
   The Sociocultural Environment......Page 101
   The Natural Environment......Page 102
   Marketing Insight: The Green Marketing Revolution......Page 104
   The Technological Environment......Page 105
   The Political-legal Environment......Page 106
  Forecasting and Demand Measurement......Page 108
   The Measures of Market Demand......Page 109
   A Vocabulary for Demand Measurement......Page 110
   Estimating Current Demand......Page 112
   Estimating Future Demand......Page 114
  Summary......Page 116
  Marketing Excellence: Microsoft......Page 117
  Marketing Excellence: Ferrero......Page 118
   Importance of Marketing Insights......Page 122
   Who Does Marketing Research?......Page 123
   Overcoming Barriers to the use of Marketing Research......Page 124
   Step 1: Define the Problem, the Decision Alternatives, and the Research Objectives......Page 125
   Step 2: Develop The Research Plan......Page 126
   Marketing Memo: Conducting Informative Focus Groups......Page 128
   Marketing Memo: Marketing Questionnaire Dos and Don\'ts......Page 131
   Marketing Insight: Getting into the Heads of Consumers......Page 132
   Marketing Insight: Understanding Brain Science......Page 134
   Step 5: Present The Findings......Page 136
   Step 6: Make The Decision......Page 137
   Marketing Metrics......Page 138
   Marketing Memo: Measuring Social Media ROI......Page 140
   Marketing Dashboards......Page 141
   Marketing Memo: Designing Effective Marketing Dashboards......Page 142
  Applications......Page 144
  Marketing Excellence: IDEO......Page 145
  Marketing Excellence: Intuit......Page 147
Part 3: Connecting with Customers......Page 149
  Building Customer Value, Satisfaction, and Loyalty......Page 150
   Customer-Perceived Value......Page 151
   Total Customer Satisfaction......Page 154
   Monitoring Satisfaction......Page 156
   Product and Service Quality......Page 157
   Marketing Insight: Net Promoter and Customer Satisfaction......Page 158
  Maximizing Customer Lifetime Value......Page 159
   Customer Profitability......Page 160
   Attracting and Retaining Customers......Page 161
   Marketing Memo: Calculating Customer Lifetime Value......Page 162
   Building Loyalty......Page 165
   Brand Communities......Page 166
   Customer Relationship Management......Page 169
   Marketing Insight: The Behavioral Targeting Controversy......Page 170
  Applications......Page 175
  Marketing Excellence: Audi......Page 176
  Marketing Excellence: Harley-Davidson......Page 177
   Cultural Factors......Page 180
   Social Factors......Page 182
   Personal Factors......Page 184
   Marketing Memo: The Average U.S. Consumer Quiz......Page 185
   Motivation......Page 188
   Marketing Memo: The Power of Sensory Marketing......Page 190
   Learning......Page 192
   Emotions......Page 193
   Memory......Page 194
  The Buying Decision Process: The Five-Stage Model......Page 195
   Problem Recognition......Page 196
   Information Search......Page 197
   Evaluation of Alternatives......Page 198
   Purchase Decision......Page 199
   Postpurchase Behavior......Page 201
  Behavioral Decision Theory and Behavioral Economics......Page 203
   Decision Heuristics......Page 204
   Framing......Page 205
  Applications......Page 206
  Marketing Excellence: Disney......Page 207
  Marketing Excellence: IKEA......Page 208
   The Business Market versus the Consumer Market......Page 212
   Buying Situations......Page 215
  Participants in the Business Buying Process......Page 216
   Buying Center Influences......Page 217
   Targeting Firms and Buying Centers......Page 218
   Marketing Insight: Big Sales to Small Businesses......Page 219
  The Purchasing/Procurement Process......Page 220
   Problem Recognition......Page 221
   Supplier Search......Page 222
   Supplier Selection......Page 224
   Marketing Memo: Developing Compelling Customer Value Propositions......Page 225
   Communication and Branding Activities......Page 227
   Systems Buying and Selling......Page 229
   Role of Services......Page 230
   The Benefits of Vertical Coordination......Page 231
   Risks and Opportunism in Business Relationships......Page 232
  Institutional and Government Markets......Page 234
  Summary......Page 235
  Marketing Excellence: Accenture......Page 236
  Marketing Excellence: GE......Page 237
  Competing on a Global Basis......Page 240
  Deciding Whether to Go Abroad......Page 242
   How Many Markets to Enter......Page 243
   Succeeding in Developing Markets......Page 244
  Deciding How to Enter the Market......Page 249
   Licensing......Page 250
   Acquisition......Page 251
  Deciding on the Marketing Program......Page 252
   Global Similarities and Differences......Page 253
   Marketing Adaptation......Page 254
   Global Product Strategies......Page 255
   Global Pricing Strategies......Page 258
   Global Distribution Strategies......Page 260
   Building Country Images......Page 261
   Consumer Perceptions of Country of Origin......Page 262
  Summary......Page 263
  Marketing Excellence: Twitter......Page 264
  Marketing Excellence: L\'Oréal......Page 265
Part 4: Building Strong Brands......Page 267
 Chapter 9: Identifying Market Segments and Targets......Page 268
   Geographic Segmentation......Page 269
   Demographic Segmentation......Page 272
   Psychographic Segmentation......Page 281
   Behavioral Segmentation......Page 282
  How Should Business Markets Be Segmented?......Page 284
  Market Targeting......Page 285
  Effective Segmentation Criteria......Page 286
   Evaluating and Selecting the Market Segments......Page 287
   Marketing Insight: Chasing the Long Tail......Page 290
  Summary......Page 292
  Marketing Excellence: HSBC......Page 293
  Marketing Excellence: BMW......Page 295
   Understanding Positioning and Value Propositions......Page 298
  Choosing a Competitive Frame of Reference......Page 299
   Identifying Potential Points-of-Difference and Points-of-Parity......Page 301
   Choosing Specific POPs and PODs......Page 305
   Brand Mantras......Page 308
   Marketing Memo: Constructing a Brand Positioning Bull\'s-eye......Page 310
   Brand Narratives and Storytelling......Page 314
  Positioning and Branding for A Small Business......Page 315
  Applications......Page 318
  Marketing Excellence: Philips......Page 319
  How Does Branding Work?......Page 322
   The Role of Brands......Page 323
   The Scope of Branding......Page 324
  Defining Brand Equity......Page 325
   Brand Equity Models......Page 327
   Marketing Insight: Brand Bubble Trouble......Page 329
  Building Brand Equity......Page 332
   Designing Holistic Marketing Activities......Page 333
   Leveraging Secondary Associations......Page 335
   Internal Branding......Page 337
   Marketing Insight: The Brand Value Chain......Page 338
   Marketing Insight: What is a Brand Worth?......Page 340
   Brand Reinforcement......Page 341
   Brand Revitalization......Page 342
  Devising a Branding Strategy......Page 344
   Branding Decisions......Page 345
   Brand Portfolios......Page 346
   Brand Extensions......Page 348
  Customer Equity......Page 351
   Marketing Memo: Twenty-First-Century Branding......Page 352
  Applications......Page 353
  Marketing Excellence: McDonald\'s......Page 354
  Marketing Excellence: Procter & Gamble......Page 355
   Growth Strategies......Page 358
   Growing the Core......Page 359
  Competitive Strategies for Market Leaders......Page 360
   Expanding Total Market Demand......Page 361
   Protecting Market Share......Page 362
   Increasing Market Share......Page 364
   Market-Challenger Strategies......Page 365
   Market-Follower Strategies......Page 367
   Marketing Insight: The Costs and Benefits of Fast Fashion......Page 368
   Market-Nicher Strategies......Page 369
   Product Life Cycles......Page 371
   Style, Fashion, and Fad Life Cycles......Page 372
   Marketing Strategies: Introduction Stage and the Pioneer Advantage......Page 374
   Marketing Insight: Understanding Double Jeopardy......Page 375
   Marketing Strategies: Growth Stage......Page 376
   Marketing Strategies: Maturity Stage......Page 377
   Marketing Strategies: Decline Stage......Page 378
   Marketing Memo: Managing a Marketing Crisis......Page 379
   Evidence for the Product Life-Cycle Concept......Page 381
   Explore the Upside of Increasing Investment......Page 382
   Put Forth the Most Compelling Value Proposition......Page 383
   Fine-Tune Brand and Product Offerings......Page 384
  Applications......Page 385
  Marketing Excellence: Samsung......Page 386
  Marketing Excellence: SABIC......Page 387
Part 5: Creating Value......Page 389
   Product Levels: The Customer-Value Hierarchy......Page 390
   Product Classifications......Page 392
  Differentiation......Page 393
   Product Differentiation......Page 394
   Services Differentiation......Page 395
   Design Leaders......Page 397
   Approaches to Design......Page 398
   Growing Luxury Brands......Page 399
   Marketing Luxury Brands......Page 400
  Environmental Issues......Page 401
  Product and Brand Relationships......Page 402
   Product Systems and Mixes......Page 403
   Product Line Analysis......Page 404
   Product Line Length......Page 405
   Marketing Insight: When Less is More......Page 406
   Product Mix Pricing......Page 409
   Co-Branding and Ingredient Branding......Page 410
   Marketing Memo: Product-Bundle Pricing Considerations......Page 411
   Packaging......Page 413
   Labeling......Page 415
  Summary......Page 416
  Marketing Excellence: Nivea......Page 417
  Marketing Excellence: Toyota......Page 419
   Service Industries are Everywhere......Page 422
   Categories of Service Mix......Page 423
   Distinctive Characteristics of Services......Page 425
   A Shifting Customer Relationship......Page 429
   Marketing Memo: Lights! Cameras! Customer Service Disasters!......Page 431
   Marketing Excellence......Page 432
   Technology and Service Delivery......Page 433
   Best Practices of Top Service Companies......Page 434
   Differentiating Services......Page 436
   Marketing Insight: Improving Company Call Centers......Page 437
  Managing Service Quality......Page 440
   Managing Customer Expectations......Page 441
   Marketing Memo: Recommendations for Improving Service Quality......Page 442
   Incorporating Self-Service Technologies (SSTS)......Page 444
   Identifying and Satisfying Customer Needs......Page 445
  Summary......Page 446
  Marketing Excellence: Club Med......Page 447
  Marketing Excellence: Parkway Group Hotels......Page 449
   Make or Buy......Page 452
   Types of New Products......Page 453
  Challenges in New-Product Development......Page 454
   New-Product Success......Page 455
   New-Product Failure......Page 456
   Budgeting for New-Product Development......Page 457
   Organizing New-Product Development......Page 458
   Marketing Memo: Ten Ways to Find Great New-Product Ideas......Page 461
   Marketing Insight: P&G\'S Connect + Develop Approach to Innovation......Page 462
   Marketing Memo: Seven Ways to Draw New Ideas from Your Customers......Page 463
   Marketing Memo: How to Run a Successful Brainstorming Session......Page 465
   Using Idea Screening......Page 466
   Concept Development and Testing......Page 468
   Business Analysis......Page 471
   Product Development......Page 473
   Market Testing......Page 474
   Commercialization......Page 476
   Factors Influencing the Adoption Process......Page 477
  Summary......Page 479
  Marketing Excellence: Apple......Page 480
  Marketing Excellence: Salesforce.com......Page 482
  Understanding Pricing......Page 484
   A Changing Pricing Environment......Page 485
   Marketing Insight: Giving It All Away......Page 486
   How Companies Price......Page 487
   Consumer Psychology and Pricing......Page 488
   Step 1: Selecting the Pricing Objective......Page 490
   Marketing Insight: Trading Up, Down, and Over......Page 491
   Step 2: Determining Demand......Page 493
   Step 3: Estimating Costs......Page 495
   Step 4: Analyzing Competitors\' Costs, Prices, and Offers......Page 497
   Step 5: Selecting a Pricing Method......Page 498
   Step 6: Selecting the Final Price......Page 503
   Marketing Insight: Stealth Price Increases......Page 504
   Price Discounts and Allowances......Page 505
   Promotional Pricing......Page 506
   Differentiated Pricing......Page 507
   Initiating Price Cuts......Page 508
   Anticipating Competitive Responses......Page 509
   Responding to Competitors\' Price Changes......Page 510
  Applications......Page 511
  Marketing Excellence: eBay......Page 512
  Marketing Excellence: Air Arabia......Page 513
Part 6: Delivering Value......Page 515
 Chapter 17: Designing and Managing Integrated Marketing Channels......Page 516
   Multichannel Marketing......Page 517
   Integrating Multichannel Marketing Systems......Page 518
   Value Networks......Page 520
   The Digital Channels Revolution......Page 521
  The Role of Marketing Channels......Page 522
   Channel Functions and Flows......Page 523
   Channel Levels......Page 524
   Service Sector Channels......Page 525
   Marketing Insight: Understanding the Showrooming Phenomena......Page 526
   Establishing Objectives and Constraints......Page 527
   Identifying Major Channel Alternatives......Page 528
   Evaluating Major Channel Alternatives......Page 530
   Training and Motivating Channel Members......Page 531
   Evaluating Channel Members......Page 532
   Global Channel Considerations......Page 533
   Vertical Marketing Systems......Page 535
   Pure-Click Companies......Page 537
   Brick-and-Click Companies......Page 538
  M-Commerce Marketing Practices......Page 539
   M-Commerce Marketing Practices......Page 540
  Conflict, Cooperation, and Competition......Page 541
   Managing Channel Conflict......Page 542
  Summary......Page 544
  Marketing Excellence: Amazon.com......Page 545
  Marketing Excellence: Tesco......Page 547
  Retailing......Page 550
   Types of Retailers......Page 551
   Marketing Memo: Innovative Retail Organizations......Page 552
   The Modern Retail Marketing Environment......Page 555
   Marketing Insight: The Growth of Shopper Marketing......Page 557
   Marketing Decisions......Page 558
   Marketing Memo: Helping Stores to Sell......Page 563
  Private Labels......Page 564
   Private-Label Success Factors......Page 565
  Wholesaling......Page 566
  Market Logistics......Page 568
   Integrated Logistics Systems......Page 569
   Market-Logistics Objectives......Page 570
   Market-Logistics Decisions......Page 571
  Summary......Page 574
  Marketing Excellence: Zara......Page 575
  Marketing Excellence: Best Buy......Page 577
Part 7: Communicating Value......Page 579
 Chapter 19: Designing and Managing Integrated Marketing Communications......Page 580
   Marketing Insight: Don\'t Touch That Remote......Page 581
  Marketing Communications Mix......Page 582
  How Do Marketing Communications Work?......Page 584
   The Communications Process Models......Page 585
   Identify the Target Audience......Page 587
   Design the Communications......Page 588
   Select the Communications Channels......Page 591
   Marketing Memo: Celebrity Endorsements as a Message Strategy......Page 592
   Marketing Insight: Playing Tricks to Build a Brand......Page 594
   Establish the Total Marketing Communications Budget......Page 595
  Selecting the Marketing Communications Mix......Page 596
   Characteristics of the Marketing Communications Mix......Page 597
   Factors in Setting the Marketing Communications Mix......Page 598
  Managing the Integrated Marketing Communications Process......Page 600
   Marketing Memo: How Integrated is Your IMC Program?......Page 602
  Summary......Page 603
  Marketing Excellence: Red Bull......Page 604
  Marketing Excellence: L\'Oreal......Page 605
 Chapter 20: Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations......Page 608
  Developing and Managing an Advertising Program......Page 609
   Deciding on the Advertising Budget......Page 610
   Developing the Advertising Campaign......Page 611
   Marketing Memo: Print Ad Evaluation Criteria......Page 613
   Marketing Insight: Off-Air Ad Battles......Page 615
   Choosing Media......Page 616
   Marketing Insight: Playing Games with Brands......Page 619
   Marketing Memo: Winning The Super Bowl of Advertising......Page 620
   Evaluating Advertising Effectiveness......Page 622
   Advertising Versus Promotion......Page 623
   Major Decisions......Page 624
   Events Objectives......Page 627
   Major Sponsorship Decisions......Page 628
   Creating Experiences......Page 629
   Marketing Public Relations......Page 630
   Major Decisions in Marketing PR......Page 631
  Summary......Page 632
  Marketing Excellence: Evian......Page 633
  Marketing Excellence: Gillette......Page 635
  Online Marketing......Page 638
   Advantages and Disadvantages of Online Marketing Communications......Page 639
   Online Marketing Communication Options......Page 640
  Social Media......Page 643
   Social Media Platforms......Page 644
   Using Social Media......Page 645
  Word of Mouth......Page 646
   Creating Word-of-Mouth Buzz......Page 647
   Marketing Memo: How to Start a Buzz Fire......Page 649
   Marketing Insight: Tracking Online Buzz......Page 650
   The Scope of Mobile Marketing......Page 651
   Mobile Marketing across Markets......Page 652
  Summary......Page 653
  Marketing Excellence: Facebook......Page 654
  Marketing Excellence: Unilever (Axe and Dove)......Page 655
  Direct Marketing......Page 658
   The Benefits of Direct Marketing......Page 659
   Direct Mail......Page 660
   Telemarketing......Page 661
   Public and Ethical Issues in Direct Marketing......Page 662
   Data Warehouses and Data Mining......Page 663
  Designing the Sales Force......Page 665
   Sales Force Objectives and Strategy......Page 667
   Sales Force Structure......Page 668
   Sales Force Compensation......Page 669
   Training and Supervising Sales Representatives......Page 670
   Motivating Sales Representatives......Page 671
   Evaluating Sales Representatives......Page 672
   The Six Steps......Page 674
   Relationship Marketing......Page 675
  Applications......Page 676
  Marketing Excellence: Progressive......Page 677
  Marketing Excellence: Victoria\'s Secret......Page 678
 Chapter 23: Managing a Holistic Marketing Organization for the Long Run......Page 679
  Trends in Marketing Practices......Page 680
  Internal Marketing......Page 681
   Marketing Memo: Characteristics of Company Departments that are Truly Customer Driven......Page 682
   Organizing the Marketing Department......Page 683
   Building a Creative Marketing Organization......Page 685
  Socially Responsible Marketing......Page 686
   Corporate Social Responsibility......Page 687
   Marketing Insight: The Rise of Organic......Page 690
   Cause-Related Marketing......Page 691
   Marketing Memo: Making a Difference: Top 10 Tips for Cause Branding......Page 694
   Social Marketing......Page 695
   Marketing Control......Page 698
  The Future of Marketing......Page 703
   Marketing Memo: Major Marketing Weaknesses......Page 704
  Applications......Page 706
  Marketing Excellence: Starbucks......Page 707
  Marketing Excellence: Virgin Group......Page 708
  Appendix: Tools for Marketing Control......Page 710
Appendix: Sonic Marketing Plan and Exercises......Page 716
Endnotes......Page 730
Glossary......Page 788
Name Index......Page 798
Company, Brand, and Organization Index......Page 802
Subject Index......Page 815