About the Book

Creating More Value for You!

The goal of Principles of Marketing: A Global Perspective is to introduce new marketing students to the fascinating world of global marketing in an innovative yet practical and enjoyable way.

 

Marketing: Creating Customer Value and Relationships

Principles of Marketing: A Global Perspective builds on five major value themes:

• Creating value for customers to capture value from customers in return. Asian marketers must be good at creating customer value and managing customer relationships. This innovative customer-value framework is introduced at the start of Chapter 1 in a five-step marketing process model, is carefully explained in the first two chapters, and is then integrated throughout the remainder of the text.
  
  
• Building and managing strong, value-creating brands. Well-positioned brands with strong brand equity provide the basis upon which to build customer value and profitable customer relationships. Asian marketers must position their brands powerfully and manage them well.
  
  
• Managing return on marketing to recapture value. To capture value from customers in return, marketing managers in Asia must be good at measuring and managing the return on their marketing investments.
  
  
• Harnessing new marketing technologies. Marketers in Asia must know how to leverage new computer, information, communication, and distribution technologies to connect more effectively with customers and marketing partners in this digital age.
  
  
• Marketing in a socially responsible way around the globe. As technological developments make the world an increasingly smaller place, Asian marketers must be good at marketing their brands globally and in socially responsible ways that create not just short-term value for individual customers but also long-term value for society as a whole.

 

Important Changes and Additions

Principles of Marketing: A Global Perspective follows on from Principles of Marketing: An Asian Perspective in reflecting the major trends and forces impacting marketing in this era of customer value and relationships. Here are just some of the major changes you’ll find in this edition.

• A newly revised Chapter 14—Communicating Customer Value—addresses today’s shifting integrated marketing communications model. It tells how marketers are now adding a host of new-age media—everything from interactive TV and the Internet to iPods and mobile phones to reach targeted customers with more personalized messages.
  
  
• The new Chapter 17—Direct and Online Marketing—providesfocused new coverage of direct marketing and its fastest-growing arm, marketing on the Internet. The new chapter includes a section on new digital direct-marketing technologies, such as mobile phone marketing, podcasts and vodcasts, and interactive TV.
  
  
• We’ve revised the pricing discussions in Chapter 10—Pricing: Understanding and Capturing Customer Value to focus on customer-value-based pricing. The revised chapter includes new discussions of “good-value” and “value-added” pricing strategies, dynamic pricing, and competitive pricing considerations.
  
  
• Chapter 9 contains a new section on managing new-product development, covering new customer-driven, team-based, holistic new-product development approaches.
  
  
• Chapter 5 (Consumer Behavior) provides a new discussion on “online social networks” that tells how marketers are tapping digital online networks such as YouTube, MySpace, and others to build stronger relationships between their brands and customers.
  
  
• Countless new examples have been added within the running text. All new or revised company cases and many new video cases help to bring the real world directly into the classroom

 

Real Value through Real Marketing

Principles of Marketing: A Global Perspective features in-depth, real-world examples and stories that show concepts in action and reveal the drama of modern marketing. Learn how:

• Formula 1 creates avidly loyal fans by selling not car racing but a high-octane, totally involving experience
• Nike’s “Just do it!” marketing strategy has matured as this venerable market leader has moved from maverick to mainstream
• Toyota targets Generation Y consumers with its Scion model
• Triumph International creates value via customer-centered service innovation
• Li & Fung manages supply chains for its multinational clients in a “flat” world
• Dove creates a broader and healthier view of beauty with its Campaign for Real Beauty campaign featuring candid and confident images of real women of all types

 

Valuable Learning Aids

A wealth of chapter-opening, within-chapter, and end-of-chapter learning devices help students to learn, link, and apply major concepts:

• Chapter-opening marketing stories. Each chapter begins with an engaging, deeply developed marketing story that introduces the chapter material and sparks student interest.
  
  
• Real Marketing highlights. In every chapter, these highlights provide an in-depth look at the actual marketing practices of large and small companies.
  
  
• Reviewing the Key Terms. Key terms are highlighted within the text, clearly defined in the margins of the pages in which they first appear, and listed at the end of each chapter.
  
  
• Discussing the Concepts and Applying the Concepts. Each chapter contains a set of discussion questions and application exercises covering major chapter concepts.
  
  
• Visual Learning Aids. You will see these icons frequently in each chapter, indicating where a useful figure or illustration is located. These learning aids will help you in illustrating or summarizing important marketing concepts to your students.
  
  
• Case Study Icons. At the start of each case study in the textbook, we’ve provided a case study context icon that shows you where the case study takes place, whether it is an international company functioning in an international or Asian context, or an Asian company operating in an international or Asian context.
  
  
• Focus on Technology. Application exercises at the end of each chapter provide discussion on important and emerging marketing technologies in this digital age.
  
  
• Focus on Ethics. Situation descriptions and questions highlight important issues in marketing ethics at the end of each chapter.
  
  
• Company Cases. All new or revised company cases for class or written discussion are provided at the end of each chapter. These cases challenge students to apply marketing principles to real companies in real situations.
  
  
• Video Case. Short vignettes and discussion questions appear at the end of every chapter, to be used with the set of 4- to 7-minute videos that accompany this edition.

More than ever before, Principles of Marketing: A Global Perspective creates value for you—it gives you all you need to know about marketing in an effective and enjoyable total learning package!

 

A Valuable Supplements Package

A successful marketing course requires more than a well-written book. Today’s classroom requires a dedicated teacher and a fully integrated teaching system. A total package of teaching supplements extends this edition’s emphasis on creating value for both the student and instructor. The following aids support Principles of Marketing: A Global Perspective, and can be found on its Companion Website at www.pearsoned-asia.com/kotler.

 

Instructor’s Manual with Video Case Notes

• Includes a chapter overview, objectives, a detailed lecture outline (incorporating key terms, text art, chapter objectives, and references to various pedagogical elements), and support for end-of-chapter material.
• Also included within each chapter is a section that offers barriers to effective learning, student projects/assignments, as well as an outside example, all of which provide a springboard for innovative learning experiences in the classroom.

 

Test Item File

• Featuring more than 3,000 questions, 175 questions per chapter.
• Consists of multiple-choice, true/false, short-answer, and essay questions, with page references and difficulty level provided for each question.
• New to this edition is the introduction of small-business cases, offering ten essay questions per chapter.
• Available in both Microsoft Word and TestGen formats for PC and Mac.

 

PowerPoints

Includes basic outlines and key points from each chapter, plus advertisements and art from the text, images not included in the text, discussion questions, Web links, and embedded video snippets from the accompanying video library.

Instructors can further customize this presentation using the image library featured on the Instructor’s Resource Center on CD-ROM.

 

TestGen Test Generating Software

• Prentice Hall’s test-generating software is available from www.pearsoned.com/testgen or from the IRC on CD-ROM.
• PC/Mac compatible; preloaded with all of the Test Item File questions.
• Manually or randomly view test bank questions and drag-and-drop to create a test.
• Add or modify test bank questions using the built-in Question Editor.

 

Custom Videos

The video library features 20 exciting segments for this edition. All segments are available online at www.prenhall.com/kotlervideo. Here are just a few of the videos offered:

• GE and pricing strategies
• Harley-Davidson and how brand image is managed through global marketing strategies
• NineMSN and its strategies in direct marketing
• American Express and the modern marketing environment
• Hasbro’s views on distribution channels and logistics management
• Wild Planet’s strategies in the consumer markets

 

Image and Ad Bank

Access many of the illustrations featured in the text. Ideal for PowerPoint customization. Instructors will also be furnished with a CD of print ads and TV commercials of ads in the book as well as other ads on request.