Principles of Marketing
Free

Principles of Marketing

By [Author removed at request of original publisher]
Free
Book Description

Principles of Marketing teaches the experience and process of actually doing marketing - not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today's environment: Service dominant logic, sustainability, ethics and social responsibility, global coverage, and metrics.

https://doi.org/10.24926/8668.1901
ISBN: 978-1-946135-19-3

Table of Contents
  • Cover
  • Title Page
  • Copyright
  • Table Of Contents
  • Publisher Information
  • About the Authors
  • Acknowledgments
  • Preface
  • Chapter 1: What is Marketing?
    • 1.1 Defining Marketing
    • 1.2 Who Does Marketing?
    • 1.3 Why Study Marketing?
    • 1.4 Themes and Organization of This Book
    • 1.5 Discussion Questions and Activities
  • Chapter 2: Strategic Planning
    • 2.1 The Value Proposition
    • 2.2 Components of the Strategic Planning Process
    • 2.3 Developing Organizational Objectives and Formulating Strategies
    • 2.4 Where Strategic Planning Occurs within Firms
    • 2.5 Strategic Portfolio Planning Approaches
    • 2.6 Discussion Questions and Activities
  • Chapter 3: Consumer Behavior: How People Make Buying Decisions
    • 3.1 Factors That Influence Consumers’ Buying Behavior
    • 3.2 Low-Involvement Versus High-Involvement Buying Decisions and the Consumer’s Decision-Making Process
    • 3.3 Discussion Questions and Activities
  • Chapter 4: Business Buying Behavior
    • 4.4 Stages in the B2B Buying Process and B2B Buying Situations
    • 4.5 International B2B Markets and E-commerce
    • 4.6 Ethics in B2B Markets
    • 4.7 Discussion Questions and Activities
    • 4.1 The Characteristics of Business-to-Business (B2B) Markets
    • 4.2 Types of B2B Buyers
    • 4.3 Buying Centers
  • Chapter 5: Market Segmenting, Targeting, and Positioning
    • 5.1 Targeted Marketing versus Mass Marketing
    • 5.2 How Markets Are Segmented
    • 5.3 Selecting Target Markets and Target-Market Strategies
    • 5.4 Positioning and Repositioning Offerings
    • 5.5 Discussion Questions and Activities
  • Chapter 6: Creating Offerings
    • 6.1 What Composes an Offering?
    • 6.2 Types of Consumer Offerings
    • 6.3 Types of Business-to-Business (B2B) Offerings
    • 6.4 Branding, Labeling, and Packaging
    • 6.5 Managing the Offering
    • 6.6 Discussion Questions and Activities
  • Chapter 7: Developing and Managing Offerings
    • 7.1 The New Offering Development Process
    • 7.2 Managing New Products: The Product Life Cycle
    • 7.3 Discussion Questions and Activities
  • Chapter 8: Using Marketing Channels to Create Value for Customers
    • 8.5 Channel Dynamics
    • 8.6 Discussion Questions and Activities
    • 8.1 Marketing Channels and Channel Partners
    • 8.2 Typical Marketing Channels
    • 8.3 Functions Performed by Channel Partners
    • 8.4 Marketing Channel Strategies
  • Chapter 9: Using Supply Chains to Create Value for Customers
    • 9.1 Sourcing and Procurement
    • 9.2 Demand Planning and Inventory Control
    • 9.3 Warehousing and Transportation
    • 9.4 Track and Trace Systems and Reverse Logistics
    • 9.5 Discussion Questions and Activities
  • Chapter 10: Gathering and Using Information: Marketing Research and Market Intelligence
    • 10.1 Marketing Information Systems
    • 10.2 Steps in the Marketing Research Process
    • 10.3 Discussion Questions and Activities
  • Chapter 11: Integrated Marketing Communications and the Changing Media Landscape
    • 11.1 Integrated Marketing Communications (IMC)
    • 11.2 The Promotion (Communication) Mix
    • 11.3 Factors Influencing the Promotion Mix, Communication Process, and Message Problems
    • 11.4 Advertising and Direct Marketing
    • 11.5 Message Strategies
    • 11.6 The Promotion Budget
    • 11.7 Sales Promotions
    • 11.8 Discussion Questions and Activities
  • Chapter 12: Public Relations, Social Media, and Sponsorships
    • 12.1 Public Relations Activities and Tools
    • 12.2 Social Media
    • 12.3 Discussion Questions and Activities
  • Chapter 13: Professional Selling
    • 13.3 Sales Metrics (Measures)
    • 13.4 Ethics in Sales and Sales Management
    • 13.5 Integrating Sales and Marketing
    • 13.6 Outsourcing the Sales Function
    • 13.7 Discussion Questions and Activities
    • 13.1 The Role Professional Salespeople Play
    • 13.2 Customer Relationships and Selling Strategies
  • Chapter 14: Customer Satisfaction, Loyalty, and Empowerment
    • 14.1 Customer Communities
    • 14.2 Loyalty Management
    • 14.3 Customer Satisfaction
    • 14.4 Ethics, Laws, and Customer Empowerment
    • 14.5 Discussion Questions and Activities
  • Chapter 15: Price, the Only Revenue Generator
    • 15.1 The Pricing Framework and a Firm’s Pricing Objectives
    • 15.2 Factors That Affect Pricing Decisions
    • 15.3 Pricing Strategies
    • 15.4 Discussion Questions and Activities
  • Chapter 16: The Marketing Plan
    • 16. The Marketing Plan
    • 16.1 Marketing Planning Roles
    • 16.2 Functions of the Marketing Plan
    • 16.3 Forecasting
    • 16.4 Ongoing Marketing Planning and Evaluation
    • 16.5 Discussion Questions and Activities
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