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Principles of Marketing
Intoduction
- Unit Introduction
Module 1 - Marketing and Customer Value
Module 2 - Strategic Planning in Marketing
Understanding the Marketplace
Module 3 - Consumer Markets and Purchasing Behavior
Module 4 - Business Markets and Purchasing Behavior
Module 5 - Market Segmentation, Targeting, and Positioning
Module 6 - Marketing Research and Market Intelligence
Module 7 - Marketing in a Global Environment
Module 8 - Marketing in a Diverse Marketplace
Product, Promotion, Price, and Place
Module 9 - Products: Consumer Offerings
Module 10 - Maintaining a Competitive Edge with New Offerings
Module 11 - Services: The Intangible Product
Module 12 - Pricing Products and Services
Module 13 - Integrated Marketing Communications
Module 14 - The Promotion Mix: Advertising and Public Relations
Module 15 - The Promotion Mix: Personal Selling and Sales Promotion
Module 16 - Direct, Online, Social Media, and Mobile Marketing
Module 17 - Distribution: Delivering Customer Value
Module 18 - Retailing and Wholesaling
Module 19 - Sustainable Marketing: The New Paradigm
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
Index

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Principles of Marketing

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Created 1 year ago by Arash

Updated 1 year ago by Arash

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Unit Introduction

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

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

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

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

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

In the Spotlight

6.1 Marketing Research and Big Data

6.2 Sources of Marketing Information