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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...
1.4 Evolution of the Marketing Concept
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe the p...
In the Spotlight
Figure 1.1 Gatorade remains a market-leading product due to parent company Pepsi’s success with...
Unit Introduction
Welcome to Principles of Marketing! Some people may mistakenly believe that marketing skills can ...
1 – What is Social Science?
Why Should I Care? Without science, your beliefs are based on your elders experience, on traditi...
12 – Sampling
Why Should I Care? A bad sample will kill your scientific power. That’s all there is to it. Def...
16 – Averages
Why Should I Care? You can manipulate numbers tell the story you wish to tell. Is this is unethi...
Supply Chain and Channel Strategy
Let’s look at an example in which the supply chain is key to a successful channel strategy that d...
Product Liability
Introduction Product liability is the legal liability a manufacturer or trader incurs for produc...
New Challenges in Marketing Ethics
New marketing channels create opportunities for new tactics, but sometimes these developments bri...
What Is Marketing?
Why explain what marketing is and how it’s used? When you hear the term “marketing,” what comes ...
Glossary
Advertising: The practice of promoting a product, service, or idea through various media, suc...
Glossary
Marketing: The process of identifying, anticipating, and satisfying customer needs and wants ...
Glossary
Market segmentation: The process of dividing a market into smaller groups of consumers with s...
Glossary
Target market: The specific group of consumers that a business is trying to reach with its ma...
Glossary
Ethics: Principles that guide the behavior of a person or organization, particularly in regar...