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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
- Please share your supplementary material!
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