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Chapter Summary
This chapter explores the topic of marketing strategy in more detail. Strategy starts with unders...
2.5 Ethical Issues in Developing a Marketing Strategy
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain the...
2.4 Marketing Plan Progress Using Metrics
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define marke...
2.3 Purpose and Structure of the Marketing Plan
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain the...
2.2 The Role of Marketing in the Strategic Planning Process
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Explain the ro...
2.1 Developing a Strategic Plan
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define stra...
In the Spotlight
Figure 2.1 A team of marketing strategists brainstorm to develop a strategic plan. (credit: m...
References
1. Rachel Arthur, “Gatorade, Powerade & BodyArmor: How PepsiCo and Coca-Cola Are Playing in...
Closing Company Case
Batdorf & Bronson Coffee is a global drink loved by so many. From the simple espresso in Italy...
Marketing Plan Exercise
MARKETING PLAN PROJECT—PART I During this course, you will develop a marketing plan as part of a...
What Do Marketers Do?
The American Marketing Association (AMA) has teamed up with the Digital Marketing Institute to of...
Building Your Personal Brand
Taking college courses is a huge step forward in your professional development. But there are add...
Critical Thinking Exercises
1. Your roommate in the dorm talks on his cell phone incessantly while you’re trying to stu...
Applied Marketing Knowledge: Discussion Questions
1. Why is capturing customer lifetime value so important? Choose a retailer, and apply this con...
Key Terms
5Ms of marketing internal elements of a marketing plan that need to be resolved if the plan is...
Chapter Summary
This chapter introduces the basic concepts of marketing, including adding value to a company’s bu...
1.7 Ethical Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define ethi...
1.6 Customer Relationship Management (CRM)
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define custome...
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...