Principles of Marketing
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Description
Contents
Reviews
Language
Unknown
ISBN
978-1-711471-51-8
Contents
Preface
Unit 1 Unit Introduction
Unit 1 Setting the Stage
Chapter 1 Marketing and Customer Value
In the Spotlight
1.1 Marketing and the Marketing Process
1.2 The Marketing Mix and the 4Ps of Marketing
1.3 Factors Comprising and Affecting the Marketing Environment
1.4 Evolution of the Marketing Concept
1.5 Determining Consumer Needs and Wants
1.6 Customer Relationship Management (CRM)
1.7 Ethical Marketing
Chapter Summary
Key Terms
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Marketing Plan Exercise
Closing Company Case
References
Chapter 2 Strategic Planning in Marketing
In the Spotlight
2.1 Developing a Strategic Plan
2.2 The Role of Marketing in the Strategic Planning Process
2.3 Purpose and Structure of the Marketing Plan
2.4 Marketing Plan Progress Using Metrics
2.5 Ethical Issues in Developing a Marketing Strategy
Chapter Summary
Key Terms
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Marketing Plan Exercise
Closing Company Case
References
Unit 2 Unit Introduction
Unit 2 Understanding the Marketplace
Chapter 3 Consumer Markets and Purchasing Behavior
In the Spotlight
3.1 Understanding Consumer Markets and Buying Behavior
3.2 Factors That Influence Consumer Buying Behavior
3.3 The Consumer Purchasing Decision Process
3.4 Ethical Issues in Consumer Buying Behavior
Chapter Summary
Key Terms
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Closing Company Case
References
Chapter 4 Business Markets and Purchasing Behavior
In the Spotlight
4.1 The Business-to-Business (B2B) Market
4.2 Buyers and Buying Situations in a B2B Market
4.3 Major Influences on B2B Buyer Behavior
4.4 Stages in the B2B Buying Process
4.5 Ethical Issues in B2B Marketing
Chapter Summary
Key Terms
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Closing Company Case
References
Chapter 5 Market Segmentation, Targeting, and Positioning
In the Spotlight
5.1 Market Segmentation and Consumer Markets
5.2 Segmentation of B2B Markets
5.3 Segmentation of International Markets
5.4 Essential Factors in Effective Market Segmentation
5.5 Selecting Target Markets
5.6 Product Positioning
5.7 Ethical Concerns and Target Marketing
Chapter Summary
Key Terms
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Marketing Plan Exercise
Closing Company Case
References
Chapter 6 Marketing Research and Market Intelligence
In the Spotlight
6.1 Marketing Research and Big Data
6.2 Sources of Marketing Information
6.3 Steps in a Successful Marketing Research Plan
6.4 Ethical Issues in Marketing Research
Chapter Summary
Key Terms
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Marketing Plan Exercise
Closing Company Case
References
Chapter 7 Marketing in a Global Environment
In the Spotlight
7.1 The Global Market and Advantages of International Trade
7.2 Assessment of Global Markets for Opportunities
7.3 Entering the Global Arena
7.4 Marketing in a Global Environment
7.5 Ethical Issues in the Global Marketplace
Chapter Summary
Key Terms
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Closing Company Case
References
Chapter 8 Marketing in a Diverse Marketplace
In the Spotlight
8.1 Strategic Marketing: Standardization versus Adaptation
8.2 Diversity and Inclusion Marketing
8.3 Multicultural Marketing
8.4 Marketing to Hispanic, Black, and Asian Consumers
8.5 Marketing to Sociodemographic Groups
8.6 Ethical Issues in Diversity Marketing
Chapter Summary
Key Terms
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Closing Company Case
References
Unit 3 Unit Introduction
Unit 3 Product, Promotion, Price, and Place
Chapter 9 Products: Consumer Offerings
In the Spotlight
9.1 Products, Services, and Experiences
9.2 Product Items, Product Lines, and Product Mixes
9.3 The Product Life Cycle
9.4 Marketing Strategies at Each Stage of the Product Life Cycle
9.5 Branding and Brand Development
9.6 Forms of Brand Development, Brand Loyalty, and Brand Metrics
9.7 Creating Value through Packaging and Labeling
9.8 Environmental Concerns Regarding Packaging
9.9 Ethical Issues in Packaging
Chapter Summary
Key Terms
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Marketing Plan Exercise
Closing Company Case
References
Chapter 10 Maintaining a Competitive Edge with New Offerings
In the Spotlight
10.1 New Products from a Customer’s Perspective
10.2 Stages of the New Product Development Process
10.3 The Use of Metrics in Evaluating New Products
10.4 Factors Contributing to the Success or Failure of New Products
10.5 Stages in the Consumer Adoption Process for New Products
10.6 Ethical Considerations in New Product Development
Chapter Summary
Key Terms
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Closing Company Case
References
Chapter 11 Services: The Intangible Product
In the Spotlight
11.1 Classification of Services
11.2 The Service-Profit Chain Model and the Service Marketing Triangle
11.3 The Gap Model of Service Quality
11.4 Ethical Considerations in Providing Services
Chapter Summary
Key Terms
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Closing Company Case
References
Chapter 12 Pricing Products and Services
In the Spotlight
12.1 Pricing and Its Role in the Marketing Mix
12.2 The Five Critical Cs of Pricing
12.3 The Five-Step Procedure for Establishing Pricing Policy
12.4 Pricing Strategies for New Products
12.5 Pricing Strategies and Tactics for Existing Products
12.6 Ethical Considerations in Pricing
Chapter Summary
Key Terms
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Marketing Plan Exercise
Closing Company Case
References
Chapter 13 Integrated Marketing Communications
In the Spotlight
13.1 The Promotion Mix and Its Elements
13.2 The Communication Process
13.3 Integrated Marketing Communications
13.4 Steps in the IMC Planning Process
13.5 Ethical Issues in Marketing Communication
Chapter Summary
Key Terms
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Marketing Plan Exercise
Closing Company Case
References
Chapter 14 The Promotion Mix: Advertising and Public Relations
In the Spotlight
14.1 Advertising in the Promotion Mix
14.2 Major Decisions in Developing an Advertising Plan
14.3 The Use of Metrics to Measure Advertising Campaign Effectiveness
14.4 Public Relations and Its Role in the Promotion Mix
14.5 The Advantages and Disadvantages of Public Relations
14.6 Ethical Concerns in Advertising and Public Relations
Chapter Summary
Key Terms
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Closing Company Case
References
Chapter 15 The Promotion Mix: Personal Selling and Sales Promotion
In the Spotlight
15.1 Personal Selling and Its Role in the Promotion Mix
15.2 Classifications of Salespeople Involved in Personal Selling
15.3 Steps in the Personal Selling Process
15.4 Management of the Sales Force
15.5 Sales Promotion and Its Role in the Promotion Mix
15.6 Main Types of Sales Promotion
15.7 Ethical Issues in Personal Selling and Sales Promotion
Chapter Summary
Key Terms
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Closing Company Case
References
Chapter 16 Direct, Online, Social Media, and Mobile Marketing
In the Spotlight
16.1 Traditional Direct Marketing
16.2 Social Media and Mobile Marketing
16.3 Metrics Used to Evaluate the Success of Online Marketing
16.4 Ethical Issues in Digital Marketing and Social Media
Chapter Summary
Key Terms
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Closing Company Case
References
Chapter 17 Distribution: Delivering Customer Value
In the Spotlight
17.1 The Use and Value of Marketing Channels
17.2 Types of Marketing Channels
17.3 Factors Influencing Channel Choice
17.4 Managing the Distribution Channel
17.5 The Supply Chain and Its Functions
17.6 Logistics and Its Functions
17.7 Ethical Issues in Supply Chain Management
Chapter Summary
Key Terms
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Marketing Plan Exercise
Closing Company Case
References
Chapter 18 Retailing and Wholesaling
In the Spotlight
18.1 Retailing and the Role of Retailers in the Distribution Channel
18.2 Major Types of Retailers
18.3 Retailing Strategy Decisions
18.4 Recent Trends in Retailing
18.5 Wholesaling
18.6 Recent Trends in Wholesaling
18.7 Ethical Issues in Retailing and Wholesaling
Chapter Summary
Key Terms
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
What Do Marketers Do?
Marketing Plan Exercise
Closing Company Case
References
Chapter 19 Sustainable Marketing: The New Paradigm
In the Spotlight
19.1 Sustainable Marketing
19.2 Traditional Marketing versus Sustainable Marketing
19.3 The Benefits of Sustainable Marketing
19.4 Sustainable Marketing Principles
19.5 Purpose-Driven Marketing
Chapter Summary
Key Terms
Applied Marketing Knowledge: Discussion Questions
Critical Thinking Exercises
Building Your Personal Brand
References
Answer Key
Chapter 1
Chapter 2
Chapter 3
Chapter 4
Chapter 5
Chapter 6
Chapter 7
Chapter 8
Chapter 9
Chapter 10
Chapter 11
Chapter 12
Chapter 13
Chapter 14
Chapter 15
Chapter 16
Chapter 17
Chapter 18
Chapter 19
Index
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