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 Marketi... | Innovatank Publishing Take Control of Your Inbox with Clean Email – 30-Day Free Trial!