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LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the p...

Figure 1.1 Gatorade remains a market-leading product due to parent company Pepsi’s success with...

Welcome to Principles of Marketing! Some people may mistakenly believe that marketing skills can ...

Why Should I Care? Without science, your beliefs are based on your elders experience, on traditi...

Why Should I Care? A bad sample will kill your scientific power. That’s all there is to it. Def...

Why Should I Care? You can manipulate numbers tell the story you wish to tell. Is this is unethi...

Let’s look at an example in which the supply chain is key to a successful channel strategy that d...

Introduction Product liability is the legal liability a manufacturer or trader incurs for produc...

New marketing channels create opportunities for new tactics, but sometimes these developments bri...

Why explain what marketing is and how it’s used? When you hear the term “marketing,” what comes ...

Advertising: The practice of promoting a product, service, or idea through various media, suc...

Marketing: The process of identifying, anticipating, and satisfying customer needs and wants ...

Market segmentation: The process of dividing a market into smaller groups of consumers with s...

Target market: The specific group of consumers that a business is trying to reach with its ma...

Ethics: Principles that guide the behavior of a person or organization, particularly in regar...

A/B testing: A method of comparing two versions of a product or marketing campaign to determine...

Attitude: A person's evaluation of a product, service, or concept, based on their beliefs, fe...

Unique selling proposition (USP): A unique selling proposition is a specific feature or benef...

Brand: A brand is a combination of a name, term, design, symbol, or other feature that identi...

Go-to-market (GTM) strategy: A plan for introducing a new product or service to the market. ...