Module 1 - Marketing and Customer Value
In the Spotlight
Figure 1.1 Gatorade remains a market-leading product due to parent company Pepsi’s success with...
1.1 Marketing and the Marketing Process
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define and des...
1.2 The Marketing Mix and the 4Ps of Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define and des...
1.3 Factors Comprising and Affecting the Marketing Environment
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define and des...
1.4 Evolution of the Marketing Concept
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the p...
1.5 Determining Consumer Needs and Wants
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain how ...
1.6 Customer Relationship Management (CRM)
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define custome...
1.7 Ethical Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define ethi...
Chapter Summary
This chapter introduces the basic concepts of marketing, including adding value to a company’s bu...
Key Terms
5Ms of marketing internal elements of a marketing plan that need to be resolved if the plan is...
Applied Marketing Knowledge: Discussion Questions
1. Why is capturing customer lifetime value so important? Choose a retailer, and apply this con...
Critical Thinking Exercises
1. Your roommate in the dorm talks on his cell phone incessantly while you’re trying to stu...
Building Your Personal Brand
Taking college courses is a huge step forward in your professional development. But there are add...
What Do Marketers Do?
The American Marketing Association (AMA) has teamed up with the Digital Marketing Institute to of...
Marketing Plan Exercise
MARKETING PLAN PROJECT—PART I During this course, you will develop a marketing plan as part of a...
Closing Company Case
Batdorf & Bronson Coffee is a global drink loved by so many. From the simple espresso in Italy...
References
1. Rachel Arthur, “Gatorade, Powerade & BodyArmor: How PepsiCo and Coca-Cola Are Playing in...