本书是世界**市场营销权威菲利普·科特勒和加里·阿姆斯特朗的力著之一,自出版以来,一直被世界各国主要的工商管理学院作为市场营销学必修课的教材。

Preface XV Part 1: Defining Marketing and the Marketing Process 1 Chapter 1 Marketing: Creating Customer Value and engagement 1 What Is Marketing? 3 Marketing Defined 4 | The Marketing Process 4 Understanding the Marketplace and Customer Needs 5 Customer Needs, Wants, and Demands 5 | Market Offerings—Products, Services, and Experiences 6 | Customer Value and Satisfaction 6 | Exchanges and Relationships 8 | Markets 8 Designing a Customer Value–Driven Marketing Strategy and Plan 9 Customer Value–Driven Marketing Strategy 9 | Preparing an Integrated Marketing Plan and Program 13 Managing Customer Relationships and Capturing Customer Value 13 Engaging Customers and Managing Customer Relationships 13 | Capturing Value from Customers 19 The Changing Marketing Landscape 21 The Digital Age: Online, Mobile, and Social Media Marketing 21 | The Changing Economic Environment 25 | The Growth of Not-for-Profit Marketing 26 | Rapid Globalization 27 | Sustainable Marketing—The Call for More Environmental and Social Responsibility 28 | So, What Is Marketing? Pulling It All Together 28 REVIEWING AND ExTENDING THE CONCEPTS 30 | OBjECTIVES REVIEW AND KEY TERMS 30 | Objectives Review 30 | Key Terms 31 | DISCuSSION AND CRITICAL THINKING 32 | Discussion Questions 32 | Critical Thinking Exercises 32 | APPLICATIONS AND CASES 32 | Online, Mobile, and Social Media Marketing: The ALS Ice Bucket Challenge 32 | Marketing Ethics: Exaggeration and High Pressure 33 | Marketing by the Numbers: Be on the First Page 58 | Video Case: Eskimo joe’s 33 | Company Case: Argos: Creating Customer Value amid Change and Turbulence 34 Chapter 2 Company and Marketing Strategy: partnering to Build Customer engagement, Value, and relationships 36 Company-Wide Strategic Planning: Defining Marketing’s Role 38 Defining a Market-Oriented Mission 38 | Setting Company Objectives and Goals 40 Designing the Business Portfolio 40 Analyzing the Current Business Portfolio 41 | The Boston Consulting Group Approach 41 | Developing Strategies for Growth and Downsizing 44 Planning Marketing: Partnering to Build Customer Relationships 46 Partnering with Other Company Departments 46 | Partnering with Others in the Marketing System 47 Marketing Strategy and the Marketing Mix 48 Customer Value–Driven Marketing Strategy 48 | Developing an Integrated Marketing Mix 51 Managing the Marketing Effort and Marketing Return on Investment 53 Managing the Marketing Effort 53 | Measuring and Managing Marketing Return on Investment 57 REVIEWING AND ExTENDING THE CONCEPTS 58 | OBjECTIVES REVIEW AND KEY TERMS 58 | Objectives Review 58 | Key Terms 59 | DISCuSSION AND CRITICAL THINKING 60 | Discussion Questions 60 | Critical Thinking Exercises 60 | APPLICATIONS AND CASES 60 | Online, Mobile, and Social Media Marketing: Google’s (Alphabet’s) Mission 60 | Marketing Ethics: Predicting the Future 61 | Marketing by the Numbers: Apple vs. Microsoft 61 | Video Case: Konica 61 | Company Case: Facebook: Making the World More Open and Connected 62 Part 2: Understanding the Marketplace and Consumer Value 64 Chapter 3 analyzing the Marketing environment 64 The Microenvironment and Macroenvironment 66 The Microenvironment 66 | The Macroenvironment 70 The Demographic and Economic Environments 70 The Demographic Environment 70 | The Economic Environment 77 The Natural and Technological Environments 78 The Natural Environment 78 | The Technological Environment 80 ix x Contents The Political–Social and Cultural Environments 82 The Political and Social Environment 82 | The Cultural Environment 85 Responding to the Marketing Environment 88 REVIEWING AND ExTENDING THE CONCEPTS 91 | OBjECTIVES REVIEW AND KEY TERMS 91 | Objectives Review 91 | Key Terms 91 | DISCuSSION AND CRITICAL THINKING 92 | Discussion Questions 92 | Critical Thinking Exercises 92 | APPLICATIONS AND CASES 92 | Online, Mobile, and Social Media Marketing: Sharing Economy 92 | Marketing Ethics: Your Insurance Renewal Notice Could Be a Trap 92 | Marketing by the Numbers: Demographic Trends 119 | Video Case: Burger King 93 | Company Case: Fitbit: Riding the Fitness Wave to Glory 93 Chapter 4 Managing Marketing Information to Gain Customer Insights 96 Marketing Information and Customer Insights 98 Marketing Information and Today’s “Big Data” 99 | Managing Marketing Information 99 Assessing Information Needs and Developing Data 100 Assessing Marketing Information Needs 100 | Developing Marketing Information 100 Marketing Research 104 Defining the Problem and Research Objectives 104 | Developing the Research Plan 105 | Gathering Secondary Data 106 | Primary Data Collection 107 | Implementing the Research Plan 114 | Interpreting and Reporting the Findings 114 Analyzing and Using Marketing Information 114 Customer Relationship Management (CRM) 115 | Big Data and Marketing Analytics 115 | Distributing and using Marketing Information 118 Other Marketing Information Considerations 118 Marketing Research in Small Businesses and Nonprofit Organizations 119 | International Marketing Research 119 | Public Policy and Ethics in Marketing Research 121 REVIEWING AND ExTENDING THE CONCEPTS 123 | OBjECTIVES REVIEW AND KEY TERMS 123 | Objectives Review 123 | Key Terms 124 | DISCuSSION AND CRITICAL THINKING 124 | Discussion Questions 124 | Critical Thinking Exercises 125 | APPLICATIONS AND CASES 125 | Online, Mobile, and Social Media Marketing: Online Snooping 125 | Marketing Ethics: Metadata 125 | Marketing by the Numbers: What’s Your Sample? 125 | Video Case: Nielsen 126 | Company Case: Campbell Soup Company: Watching What You Eat 126 Chapter 5 Consumer Markets and Buyer Behavior 129 Model of Consumer Behavior 131 Characteristics Affecting Consumer Behavior 132 Cultural Factors 132 | Social Factors 135 | Personal Factors 140 | Psychological Factors 142 Buying Decision Behavior and the Buyer Decision Process 147 Types of Buying Decision Behavior 147 | The Buyer Decision Process 148 The Buyer Decision Process for New Products 151 Stages in the Adoption Process 151 | Individual Differences in Innovativeness 152 | Influence of Product Characteristics on Rate of Adoption 152 REVIEWING AND ExTENDING THE CONCEPTS 153 | OBjECTIVES REVIEW AND KEY TERMS 153 | Objectives Review 153 | Key Terms 154 | DISCuSSION AND CRITICAL THINKING 155 | Discussion Questions 155 | Critical Thinking Exercises 155 | APPLICATIONS AND CASES 155 | Online, Mobile, and Social Media Marketing: Blogvertorials 155 | Marketing Ethics: Make Yourself Feel Good 156 | Marketing by the Numbers: Evaluating Alternatives 156 | Video Case: IMG Worldwide 156 | Company Case: GoldieBlox: Swimming upstream against Consumer Perceptions 157 Chapter 6 Business Markets and Business Buyer Behavior 159 Business Markets 161 Market Structure and Demand 162 | Nature of the Buying unit 162 | Types of Decisions and the Decision Process 162 Business Buyer Behavior 163 Major Types of Buying Situations 164 | Participants in the Business Buying Process 165 | Major Influences on Business Buyers 165 The Business Buyer Decision Process 168 Problem Recognition 168 | General Need Description 169 | Product Specification 169 | Supplier Search 169 | Proposal Solicitation 169 | Supplier Selection 170 | Order-Routine Specification 170 | Performance Review 170 Engaging Business Buyers with Digital and Social Marketing 170 E-procurement and Online Purchasing 170 | Business- to-Business Digital and Social Media Marketing 171 Institutional and Government Markets 172 Institutional Markets 172 | Government Markets 174 REVIEWING AND ExTENDING THE CONCEPTS 176 | OBjECTIVES REVIEW AND KEY TERMS 176 | Objectives Review 176 | Key Terms 177 | DISCuSSION AND CRITICAL THINKING 177 | Discussion Questions 177 | Critical Thinking Exercises 178 | APPLICATIONS AND CASES 178 | Online, Mobile, and Social Media Marketing: E-procurement and Mobile Procurement 178 | Marketing Ethics: Innocent: Proven Guilty? 178 | Marketing by the Numbers: NAICS 179 | Video Case: Eaton 206 | Company Case: Procter & Gamble: Treating Business Customers as Strategic Partners 179 Contents xi Part 3: Designing a Customer Value–Driven Strategy and Mix 182 Chapter 7 Customer Value–Driven Marketing Strategy: Creating Value for target Customers 182 Marketing Strategy 184 Market Segmentation 185 Segmenting Consumer Markets 185 | Segmenting Business Markets 191 | Segmenting International Markets 192 | Requirements for Effective Segmentation 193 Market Targeting 193 Evaluating Market Segments 193 | Selecting Target Market Segments 194 Differentiation and Positioning 200 Positioning Maps 201 | Choosing a Differentiation and Positioning Strategy 202 | Communicating and Delivering the Chosen Position 207 REVIEWING AND ExTENDING THE CONCEPTS 208 | OBjECTIVES REVIEW AND KEY TERMS 208 | Objectives Review 208 | Key Terms 209 | DISCuSSION AND CRITICAL THINKING 209 | Discussion Questions 209 | Critical Thinking Exercises 210 | APPLICATIONS AND CASES 210 | Online, Mobile, and Social Media Marketing: Get Your Groupon 210 | Marketing Ethics: Targeting Teens 210 | Marketing by the Numbers: uSAA 210 | Video Case: Sprout 211 | Company Case: Virgin America: Flight Service for the Tech Savvy 211 Chapter 8 products, Services, and Brands: Building Customer Value Video Case: Plymouth Rock Assurance 247 | Company Case: Airbnb: Making Hospitality Authentic 247 Chapter 9 Developing New products and Managing the product Life Cycle 250 New Product Development Strategy 252 The New Product Development Process 253 Idea Generation 253 | Idea Screening 255 | Concept Development and Testing 255 | Marketing Strategy Development 256 | Business Analysis 257 | Product Development 258 | Test Marketing 258 | Commercialization 259 | Managing New Product Development 259 Product Life-Cycle Strategies 261 Introduction Stage 266 | Growth Stage 266 | Maturity Stage 267 | Decline Stage 268 Additional Product and Service Considerations 269 Product Decisions and Social Responsibility 269 | International Product and Services Marketing 270 REVIEWING AND ExTENDING THE CONCEPTS 271 | OBjECTIVES REVIEW AND KEY TERMS 271 | Objectives Review 271 | Key Terms 272 | DISCuSSION AND CRITICAL THINKING 272 | Discussion Questions 272 | Critical Thinking Exercises 273 | APPLICATIONS AND CASES 273 | Online, Mobile, and Social Media Marketing: Telemedicine 273 | Marketing Ethics: The Sustainable Tourist? 273 | Marketing by the Numbers: Dental House Calls 274 | Video Case: Day2Night Convertible Heels 274 | Company Case: Bose: Better Products through Research 274 214 What Is a Product? 216 Products, Services, and Experiences 216 | Levels of Product and Services 217 | Product and Service Classifications 218 Product and Service Decisions 221 Individual Product and Service Decisions 221 | Product Line Decisions 228 | Product Mix Decisions 228 Services Marketing 230 The Nature and Characteristics of a Service 230 | Marketing Strategies for Service Firms 231 | The Service Profit Chain 231 Branding Strategy: Building Strong Brands 236 Brand Equity and Brand Value 236 | Building Strong Brands 237 | Managing Brands 244 REVIEWING AND ExTENDING THE CONCEPTS 244 | OBjECTIVES REVIEW AND KEY TERMS 244 | Objectives Review 244 | Key Terms 245 | DISCuSSION AND CRITICAL THINKING 246 | Discussion Questions 246 | Critical Thinking Exercises 246 | APPLICATIONS AND CASES 246 | Online, Mobile, and Social Media Marketing: Feeding Pets from Your Smartphone 246 | Marketing Ethics: Cutthroat Prices 246 | Marketing by the Numbers: Pop-Tarts Gone Nutty! 247 | Chapter 10 pricing: Understanding and Capturing Customer Value 277 What Is a Price? 279 Major Pricing Strategies 280 Customer Value–Based Pricing 280 | Cost-Based Pricing 284 | Competition-Based Pricing 288 Other Internal and External Considerations Affecting Price Decisions 288 Overall Marketing Strategy, Objectives, and Mix 289 | Organizational Considerations 292 | The Market and Demand 292 | The Economy 294 | Other External Factors 294 REVIEWING AND ExTENDING THE CONCEPTS 295 | OBjECTIVES REVIEW AND KEY TERMS 295 | Objectives Review 295 | Key Terms 296 | DISCuSSION AND CRITICAL THINKING 296 | Discussion Questions 296 | Critical Thinking Exercises 296 | APPLICATIONS AND CASES 296 | Online, Mobile, and Social Media Marketing: Sold Out 296 | xii Contents Marketing Ethics: The Cost of a Life 297 | Marketing by the Numbers: Pricey Sheets 297 | Video Case: Fast-Food Discount Wars 298 | Company Case: MSC Cruises: From One Second-Hand Ship to a Major World Player 298 Chapter 11 pricing Strategies: additional Considerations 301 New Product Pricing Strategies 303 Market-Skimming Pricing 303 | Market-Penetration Pricing 304 Product Mix Pricing Strategies 304 Product Line Pricing 305 | Optional-Product Pricing 305 | Captive-Product Pricing 305 | By-Product Pricing 306 | Product Bundle Pricing 306 Price Adjustment Strategies 306 Discount and Allowance Pricing 306 | Segmented Pricing 307 | Psychological Pricing 308 | Promotional Pricing 309 | Geographical Pricing 310 | Dynamic and Online Pricing 311 | International Pricing 313 Price Changes 315 Initiating Price Changes 315 | Responding to Price Changes 316 Public Policy and Pricing 317 Pricing within Channel Levels 320 | Pricing across Channel Levels 320 REVIEWING AND ExTENDING THE CONCEPTS 321 | OBjECTIVES REVIEW AND KEY TERMS 321 | Objectives Review 321 | Key Terms 322 | DISCuSSION AND CRITICAL THINKING 322 | Discussion Questions 322 | Critical Thinking Exercises 323 | APPLICATIONS AND CASES 323 | Online, Mobile, and Social Media Marketing: Krazy Coupon Lady 323 | Marketing Ethics: Less Bang for Your Buck 323 | Marketing by the Numbers: Louis Vuitton Price Increase 323 | Video Case: Hammerpress 324 | Company Case: Lululemon: Indulging Customers at a Premium Price 324 Chapter 12 Marketing Channels: Delivering Customer Value 326 Supply Chains and the Value Delivery Network 328 The Nature and Importance of Marketing Channels 329 Channel Behavior and Organization 332 Channel Behavior 362 | Vertical Marketing Systems 333 | Horizontal Marketing Systems 335 | Multichannel Distribution Systems 365 | Changing Channel Organization 336 Channel Design Decisions 338 Analyzing Consumer Needs 339 | Setting Channel Objectives 339 | Identifying Major Alternatives 340 | Evaluating the Major Alternatives 341 | Designing International Distribution Channels 341 Channel Management Decisions 342 Selecting Channel Members 342 | Managing and Motivating Channel Members 343 | Evaluating Channel Members 345 | Public Policy and Distribution Decisions 345 Marketing Logistics and Supply Chain Management 346 Nature and Importance of Marketing Logistics 346 | Sustainable Supply Chains 347 | Goals of the Logistics System 348 | Major Logistics Functions 348 | Integrated Logistics Management 351 REVIEWING AND ExTENDING THE CONCEPTS 353 | OBjECTIVES REVIEW AND KEY TERMS 353 | Objectives Review 353 | Key Terms 354 | DISCuSSION AND CRITICAL THINKING 355 | Discussion Questions 355 | Critical Thinking Exercises 355 | APPLICATIONS AND CASES 355 | Online, Mobile, and Social Media Marketing: Fabletics Changing Channels 355 | Marketing Ethics: Ethical Sourcing 356 | Marketing by the Numbers: Tyson Expanding Distribution 356 | Video Case: Progressive 356 | Company Case: Apple Pay: Taking Mobile Payments Mainstream 357 Chapter 13 retailing and Wholesaling 359 Retailing 361 Retailing: Connecting Brands with Consumers 361 | Types of Retailers 362 Retailer Marketing Decisions 369 Segmentation, Targeting, Differentiation, and Positioning Decisions 369 | Product Assortment and Services Decision 370 | Price Decision 372 | Promotion Decision 372 | Place Decision 373 Retailing Trends and Developments 374 Tighter Consumer Spending 374 | New Retail Forms, Shortening Retail Life Cycles, and Retail Convergence 375 | The Rise of Megaretailers 375 | Growth of Direct, Online, Mobile, and Social Media Retailing 376 | The Need for Omni-Channel Retailing 376 | Growing Importance of Retail Technology 378 | Green Retailing 379 | Global Expansion of Major Retailers 380 Wholesaling 380 Types of Wholesalers 381 | Trends in Wholesaling 385 REVIEWING AND ExTENDING THE CONCEPTS 386 | OBjECTIVES REVIEW AND KEY TERMS 386 | Objectives Review 386 | Key Terms 387 | DISCuSSION AND CRITICAL THINKING 387 | Discussion Questions 387 | Critical Thinking Exercises 387 | APPLICATIONS AND CASES 387 | Online, Mobile, and Social Media Marketing: Skipping the Checkout Line 387 | Marketing Ethics: Footloose and Tax-Free 388 | Marketing by the Numbers: Inventory Management 388 | Video Case: Kmart 388 | Company Case: Bass Pro Shops: Creating Nature’s Theme Park for People Who Hate to Shop 389 Chapter 14 engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy 391 The Promotion Mix 393 Integrated Marketing Communications 394 The New Marketing Communications Model 394 | The Need for Integrated Marketing Communications 396 Developing Effective Marketing Communication 399 A View of the Communication Process 399 | Steps in Developing Effective Marketing Communication 401 Setting the Total Promotion Budget and Mix 406 Setting the Total Promotion Budget 406 | Shaping the Overall Promotion Mix 408 | Integrating the Promotion Mix 410 | Socially Responsible Marketing Communication 410 REVIEWING AND ExTENDING THE CONCEPTS 413 | OBjECTIVES REVIEW AND KEY TERMS 413 | Objectives Review 413 | Key Terms 414 | DISCuSSION AND CRITICAL THINKING 415 | Discussion Questions 415 | Critical Thinking Exercises 415 | APPLICATIONS AND CASES 415 | Online, Mobile, and Social Media Marketing: Spot the Difference 415 | Marketing Ethics: Western Stereotypes 416 | Marketing by the Numbers: Advertising-to-Sales Ratios 416 | Video Case: OxO 416 | Company Case: Volvo Trucks: Integrated Marketing Communications of Epic Proportions 416 Chapter 15 advertising and public relations 419 Advertising 421 Major Advertising Decisions 422 Setting Advertising Objectives 422 | Setting the Advertising Budget 425 | Evaluating Advertising Effectiveness and the Return on Advertising Investment 437 | Other Advertising Considerations 437 Public Relations 439 The Role and Impact of PR 440 Major Public Relations Tools 441 REVIEWING AND ExTENDING THE CONCEPTS 442 | OBjECTIVES REVIEW AND KEY TERMS 442 | Objectives Review 442 | Key Terms 442 | DISCuSSION AND CRITICAL THINKING 443 | Discussion Questions 443 | Critical Thinking Exercises 443 | APPLICATIONS AND CASES 443 | Online, Mobile, and Social Media Marketing: Facebook Audience Network 443 | Marketing Ethics: Lie to Me 443 | Marketing by the Numbers: Dubai City Guide 444 | Video Case: Kmart 444 | Company Case: Allstate: Bringing Mayhem to the Auto Insurance Advertising Wars 444 Chapter 16 personal Selling and Sales promotion 447 Personal Selling 449 The Nature of Personal Selling 480 | The Role of the Sales Force 450 Contents xiii Managing the Sales Force 451 Designing the Sales Force Strategy and Structure 451 | Recruiting and Selecting Salespeople 454 | Training Salespeople 455 | Compensating Salespeople 456 | Supervising and Motivating Salespeople 457 | Evaluating Salespeople and Sales Force Performance 458 | Social Selling: Online, Mobile, and Social Media Tools 459 The Personal Selling Process 462 Steps in the Selling Process 462 | Personal Selling and Managing Customer Relationships 464 Sales Promotion 465 The Rapid Growth of Sales Promotion 465 | Sales Promotion Objectives 466 | Major Sales Promotion Tools 467 | Developing the Sales Promotion Program 471 REVIEWING AND ExTENDING THE CONCEPTS 472 | OBjECTIVES REVIEW AND KEY TERMS 472 | Objectives Review 472 | Key Terms 473 | DISCuSSION AND CRITICAL THINKING 474 | Discussion Questions 474 | Critical Thinking Exercises 474 | APPLICATIONS AND CASES 474 | Online, Mobile, and Social Media Marketing: Snap It and Redeem It! 474 | Marketing Ethics: Walking the Customer 475 | Marketing by the Numbers: Sales Force Analysis 475 | Video Case: First Flavor 475 | Company Case: SunGard: Building Sustained Growth by Selling the SunGard Way 475 Chapter 17 Direct, Online, Social Media, and Mobile Marketing 478 Direct and Digital Marketing 480 The New Direct Marketing Model 480 | Rapid Growth of Direct and Digital Marketing 481 | Benefits of Direct and Digital Marketing to Buyers and Sellers 482 Forms of Direct and Digital Marketing 482 Marketing, the Internet, and the Digital Age 483 Online Marketing 484 Social Media and Mobile Marketing 489 Social Media Marketing 489 | Mobile Marketing 493 Traditional Direct Marketing Forms 496 Direct-Mail Marketing 496 | Catalog Marketing 497 | Telemarketing 497 | Direct-Response Television Marketing 498 | Kiosk Marketing 499 | Public Policy Issues in Direct and Digital Marketing 499 REVIEWING AND ExTENDING THE CONCEPTS 502 | OBjECTIVES REVIEW AND KEY TERMS 502 | Objectives Review 502 | Key Terms 504 | DISCuSSION AND CRITICAL THINKING 504 | Discussion Questions 504 | Critical Thinking Exercises 504 | APPLICATIONS AND CASES 504 | Online, Mobile, and Social Media Marketing: On the Move 504 | Marketing Ethics: #Fail 505 | Marketing by the Numbers: Field Sales versus Telemarketing 505 | Video Case: Nutrisystem 505 | Company Case: Alibaba: The World’s Largest E-tailer Is Not Amazon 506 xiv Contents Part 4: Extending Marketing 508 Chapter 18 Creating Competitive advantage 508 Competitor Analysis 510 Identifying Competitors 510 | Assessing Competitors 513 | Selecting Competitors to Attack and Avoid 515 | Designing a Competitive Intelligence System 517 Competitive Strategies 517 Approaches to Marketing Strategy 517 | Basic Competitive Strategies 518 | Competitive Positions 521 | Market Leader Strategies 522 | Market Challenger Strategies 525 | Market Follower Strategies 526 | Market Nicher Strategies 526 Balancing Customer and Competitor Orientations 527 REVIEWING AND ExTENDING THE CONCEPTS 528 | OBjECTIVES REVIEW AND KEY TERMS 528 | Objectives Review 528 | Key Terms 529 | DISCuSSION AND CRITICAL THINKING 529 | Discussion Questions 529 | Critical Thinking Exercises 530 | APPLICATIONS AND CASES 530 | Online, Mobile, and Social Media Marketing: I’ll Eat My Hat 530 | Marketing Ethics: Creating Competitive Advantage…to What End? 530 | Marketing by the Numbers: Market Share 530 | Video Case: umpqua Bank 531 | Company Case: YouTube: Google’s Quest for Video Dominance 531 Chapter 19 the Global Marketplace 534 Global Marketing Today 536 Elements of the Global Marketing Environment 538 | Deciding Whether to Go Global 546 | Deciding Which Markets to Enter 546 Deciding How to Enter the Market 548 Exporting 548 | joint Venturing 581 | Direct Investment 550 Deciding on the Global Marketing Program 551 Product 553 | Promotion 554 | Price 556 | Distribution Channels 557 Deciding on the Global Marketing Organization 558 REVIEWING AND ExTENDING THE CONCEPTS 559 | OBjECTIVES REVIEW AND KEY TERMS 559 | Objectives Review 559 | Key Terms 559 | DISCuSSION AND CRITICAL THINKING 560 | Discussion Questions 560 | Critical Thinking Exercises 560 | APPLICATIONS AND CASES 560 | Online, Mobile, and Social Media Marketing: Russia E-commerce 560 | Marketing Ethics: Cleaning up the Chinese Pharmaceutical Market 561 | Marketing by the Numbers: Attracting Alternative Markets 561 | Video Case: Monster 561 | Company Case: L’Oréal: The united Nations of Beauty 561 Chapter 20 Sustainable Marketing: Social responsibility and ethics 564 Sustainable Marketing 566 Social Criticisms of Marketing 568 Marketing’s Impact on Individual Consumers 568 | Marketing’s Impact on Society as a Whole 572 | Marketing’s Impact on Other Businesses 574 Consumer Actions to Promote Sustainable Marketing 575 Consumerism 575 | Environmentalism 576 | Public Actions to Regulate Marketing 580 Business Actions Toward Sustainable Marketing 581 Sustainable Marketing Principles 581 Marketing Ethics and the Sustainable Company 585 Marketing Ethics 585 | The Sustainable Company 588 REVIEWING AND ExTENDING THE CONCEPTS 588 | OBjECTIVES REVIEW AND KEY TERMS 588 | Objectives Review 588 | Key Terms 589 | DISCuSSION AND CRITICAL THINKING 589 | Discussion Questions 589 | Critical Thinking Exercises 590 | APPLICATIONS AND CASES 590 | Online, Mobile, and Social Media Marketing: Teens and Social Media 590 | Marketing Ethics: Milking the International Market 590 | Marketing by the Numbers: The Cost of Sustainability 590 | Video Case: Honest Tea 591 | Company Case: adidas: Athletic Apparel with Purpose 591 Appendix 1: Marketing Plan 593 Appendix 2: Marketing by the Numbers 593 Appendix 3: Careers in Marketing 593 Glossary 593 References 593