Marketing: An Introduction

Marketing an in troduc tion C a n a d i a n 6 e d i t i o n This page intentionally left blank Marketing a n in troduc tion C a n a d i a n 6 e d i t i o n Gary Armstrong University of North Carolina Philip Kotler Northwestern University Valerie Trifts Dalhousie University Lilly Anne Buchwitz Wilfrid Laurier University Contributing Author: David Gaudet SAIT Polytechnic Toronto Editorial Director: Claudine O’Donnell Acquisitions Editor: Carolin Sweig Marketing Manager: Lisa Gillis Program Manager: Karen Townsend Project Manager: Jessica Hellen Developmental Editor: Paul Donnelly Media Editor: Simon Bailey Media Developer: Kelli Cadet Production Services: iEnergizer Aptara®, Ltd. Permissions Project Manager: Joanne Tang Photo and Text Permissions Research: Rachel Irwin Interior and Cover Designer: Anthony Leung Cover Image: HOCO Entertainment and Resorts Vice-President, Cross Media and Publishing Services: Gary Bennett Credits and acknowledgments for material borrowed from other sources and reproduced, with permission, in this textbook appear on the appropriate page within the text. Original edition published by Pearson Education, Inc., Upper Saddle River, New Jersey, USA. Copyright © 2015, 2013 Pearson Education, Inc. This edition is authorized for sale only in Canada. If you purchased this book outside the United States or Canada, you should be aware that it has been imported without the approval of the publisher or the author. This work is produced by Pearson Canada Inc. and is not endorsed by any trademark owner referenced in this publication. Copyright © 2017, 2015, 2012, 2010, 2007, 2004 Pearson Canada Inc. All rights reserved. Manufactured in the United States of America. This publication is protected by copyright and permission should be obtained from the publisher prior to any prohibited reproduction, storage in a retrieval system, or transmission in any form or by any means, electronic, mechanical, photocopying, recording, or likewise. To obtain permission(s) to use material from this work, please submit a written request to Pearson Canada Inc., Permissions ­Department, 26 Prince Andrew Place, Don Mills, Ontario, M3C 2T8, or fax your request to 416-447-3126, or submit a request to ­Permissions Requests at www.pearsoncanada.ca. 10 9 8 7 6 5 4 3 2 1 V0D0 Library and Archives Canada Cataloguing in Publication Armstrong, Gary, author    Marketing : an introduction / Gary Armstrong, University of North Carolina, Philip Kotler, Northwestern University, Valerie Trifts, Dalhousie University, Lilly Anne Buchwitz, Humber College ; contributing author, David Gaudet, SAIT Polytechnic. — Sixth Canadian edition.    ISBN 978-0-13-409580-6 (paperback)   1. Marketing—Textbooks. 2. Marketing—Canada—Textbooks. I.  Kotler, Philip, author  II.  Trifts, Valerie, author  III.  Buchwitz, Lilly Anne, author IV.  Gaudet, David (Professor), author  V.  Title. HF5415.M295 2015 658.8 C2015-907141-0 ISBN: 978-0-13-409580-6 Brief Contents Preface   xxi PART 1: Defining Marketing and the Marketing Process   2 1 Marketing: Creating and Capturing Customer Value   3 2 Company and Marketing Strategy: Partnering to Build Customer Relationships   43 3 Sustainable Marketing, Social Responsibility, and Ethics   79 PART 2: U nderstanding the Marketplace and Consumers   116 4 Analyzing the Marketing Environment   117 5 Managing Marketing Information to Gain Customer Insights   155 6 Understanding Consumer and Business Buyer Behaviour   195 PART 3: D esigning a Customer-Driven Marketing Strategy and Marketing Mix