MKTG, 14th Edition, Principles of Marketing
Charles W. Lamb, Joe F. Hair and Carl McDaniel
Contents
Part 1 The World of Marketing
1 An Overview of Marketing 1
1-1 What Is Marketing? 2
1-2 The Four Marketing Management
Philosophies 3
1-3 The Differences Between Sales and Market
Orientations 5
1-4 Why Study Marketing? 11
2 Strategic Planning for Competitive
Advantage 13
2-1 The Nature of Strategic Planning 14
2-2 Strategic Business Units 14
2-3 Strategic Alternatives 15
2-4 The Marketing Plan 19
2-5 Elements of a Marketing Plan 20
3 Ethics and Social Responsibility 29
3-1 Determinants of a Civil Society 30
3-2 The Concept of Ethical Behavior 31
3-3 Ethical Behavior in Business 32
3-4 Corporate Social Responsibility 36
3-5 Arguments For and Against Social
Responsibility 38
3-6 Cause-Related Marketing 41
4 The Marketing Environment 43
4-1 The External Marketing Environment 44
4-2 Social Factors 46
4-3 Diversity, Equity, and Inclusion in Marketing 48
4-4 Economic Factors 49
4-5 Technology and Innovation 51
4-6 Political and Legal Factors 52
4-7 Competitive Factors 56
4-8 Environmentalism 57
5 Developing a Global Vision 59
5-1 Rewards of Global Marketing and the Shifting
Global Business Landscape 60
5-2 Multinational Firms 62
5-3 External Environment Faced By Global
Marketers 64
5-4 Global Entry Methods 74
5-5 The Global Marketing Mix 78
5-6 The Impact of the Internet on Global
Marketing 83
Part 2 Analyzing Market
Opportunities
6 Consumer Decision Making 84
6-1 The Importance of Understanding Consumer
Behavior 85
6-2 The Traditional Consumer Decision-Making
Process 86
6-3 Postpurchase Behavior 91
6-4 Types of Consumer Buying Decisions and
Consumer Involvement 92
6-5 Reconceptualizing the Consumer Decision-
Making Process 95
6-6 Cultural Influences on Consumer Buying
Decisions 98
6-7 Social Influences on Consumer Buying
Decisions 101
6-8 Individual Influences on Consumer Buying
Decisions 104
6-9 Psychological Influences on Consumer Buying
Decisions 106
7 Business Marketing 110
7-1 What Is Business Marketing? 111
7-2 Trends in B-to-B Internet Marketing 111
7-3 Relationship Marketing and Strategic
Alliances 113
7-4 Major Categories of Business Customers 115
7-5 The North American Industry Classification
System 116
7-6 Business Versus Consumer Markets 117
7-7 Types of Business Products 119
7-8 Business Buying Behavior 121
8 Segmenting and Targeting Markets 125
8-1 Markets and Market Segmentation 126
8-2 Criteria for Successful Segmentation 126
8-3 Bases for Segmenting Consumer Markets 127
8-4 Bases for Segmenting Business Markets 134
8-5 Steps in Segmenting a Market 135
8-6 Strategies for Selecting Target Markets 136
8-7 CRM as a Targeting Tool 138
8-8 Positioning 139
9 Marketing Research 142
9-1 The Role of Marketing Research 143
9-2 Steps in a Marketing Research Project 144
9-3 The Profound Impact of the Internet and Smart
Devices on Marketing Research 156
9-4 The Growing Importance of Mobile
Research 159
9-5 Scanner-Based Research 159
9-6 When Should Marketing Research Be
Conducted? 160
Part 3 Product Decisions
10 Product Concepts 162
10-1 What Is a Product? 163
10-2 Product Items, Lines, and Mixes 164
10-3 Branding 167
10-4 Packaging 172
10-5 Global Issues in Branding and Packaging 175
10-6 Product Warranties 176
11 Developing and Managing Products 177
11-1 The Importance of New Products 178
11-2 The New-Product Development Process 179
11-3 Why Some Products Succeed and Others
Fail 184
11-4 Global Issues in New-Product
Development 185
11-5 The Spread of New Products 185
11-6 Product Life Cycles 187
12 Services and Nonprofit Organization
Marketing 191
12-1 The Difference Between Services and
Goods 192
12-2 Service Quality 193
12-3 Marketing Mixes for Services 195
12-4 Relationship Marketing in Services 199
12-5 Internal Marketing in Service Firms 199
12-6 Nonprofit Organization Marketing 200
Part 4 Distribution Decisions
13 Supply Chain Management and
Marketing Channels 204
13-1 Supply Chains and Supply Chain
Management 205
13-2 Supply Chain Integration 207
13-3 The Key Processes of Supply Chain
Management 209
13-4 Sustainable Supply Chain Management 213
13-5 The Digitalization of the Supply Chain 214
13-6 Marketing Channels and Channel
Intermediaries 217
13-7 Channel Structures 220
13-8 Omnichannel Versus Multichannel
Marketing 227
14 Retailing 228
14-1 The Importance of Retailing 229
14-2 Types of Retailers and Retail Operations 229
14-3 The Rise of Nonstore Retailing 233
14-4 Retail Operations Models 236
14-5 Executing a Retail Marketing Strategy 237
14-6 Retailing Decisions for Services 243
14-7 Addressing Retail Product and Service
Failures 243
14-8 Retailer and Retail Customer Trends and
Advancements 244
Part 5 Promotion and
Communication Strategies
15 Marketing Communications 248
15-1 The Role of Promotion in the Marketing
Mix 249
15-2 Marketing Communication 249
15-3 The Goals of Promotion 253
15-4 The Promotional Mix 254
15-5 Promotional Goals and the AIDA Concept 259
15-6 Integrated Marketing Communications 260
15-7 Factors Affecting the Promotional Mix 261
16 Advertising, Public Relations, and
Sales Promotion 266
16-1 The Effects of Advertising 267
16-2 Major Types of Advertising 268
16-3 Creative Decisions in Advertising 270
16-4 Media Decisions in Advertising 273
16-5 Public Relations 279
16-6 Sales Promotion 282
17 Personal Selling and Sales
Management 287
17-1 The Sales Environment and Personal Selling 288
17-2 Social Media’s Impact on Selling 289
17-3 Relationship Selling 290
17-4 Steps in the Selling Process 290
17-5 Sales Management 297
17-6 Customer Relationship Management and the
Sales Process 300
18 Social Media and Marketing 306
18-1 What Are Social Media? 307
18-2 Creating and Leveraging a Social Media
Campaign 310
18-3 Evaluation and Measurement of
Social Media 312
18-4 Social Behavior of Consumers 313
18-5 Social Media Tools: Consumer- and
Corporate-Generated Content 314
18-6 Social Media and Mobile Technology 320
18-7 The Social Media Plan 321
Part 6 Pricing Decisions
19 Pricing Concepts 323
19-1 The Importance of Price 324
19-2 Pricing Objectives 324
19-3 The Demand Determinant of Price 326
19-4 Dynamic Pricing Concepts 328
19-5 The Cost Determinant of Price 329
19-6 Other Determinants of Price 331
19-7 How to Set a Price on a Product 334
19-8 Tactics for Fine-Tuning the Base Price 336
19-9 The Legality of Price Strategy 342
Marketing Analytics Appendix 344
Glossary 351
Endnotes 364
Index 384
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