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Marketing Principles

Table of Contents

• About the Authors

• Acknowledgments

• Preface

• Chapter 1: What Is Marketing?

  • Defining Marketing
  • Who Does Marketing?
  • Why Study Marketing?
  • Themes and Organization of This Book
  • Discussion Questions and Activities

• Chapter 2: Strategic Planning

  • The Value Proposition
  • Components of the Strategic Planning Process
  • Developing Organizational Objectives and Formulating Strategies
  • Where Strategic Planning Occurs within Firms
  • Strategic Portfolio Planning Approaches
  • Discussion Questions and Activities

• Chapter 3: Consumer Behavior: How People Make Buying Decisions

  • Factors That Influence Consumers’ Buying Behavior
  • Low-Involvement Versus High-Involvement Buying Decisions and the Consumer’s Decision-Making Process
  • Discussion Questions and Activities

• Chapter 4: Business Buying Behavior

  • The Characteristics of Business-to-Business (B2B) Markets
  • Types of B2B Buyers
  • Buying Centers
  • Stages in the B2B Buying Process and B2B Buying Situations
  • International B2B Markets and E-commerce
  • Ethics in B2B Markets
  • Discussion Questions and Activities

• Chapter 5: Market Segmenting, Targeting, and Positioning

  • Targeted Marketing versus Mass Marketing
  • How Markets Are Segmented
  • Selecting Target Markets and Target-Market Strategies
  • Positioning and Repositioning Offerings
  • Discussion Questions and Activities

• Chapter 6: Creating Offerings

  • What Composes an Offering?
  • Types of Consumer Offerings
  • Types of Business-to-Business (B2B) Offerings
  • Branding, Labeling, and Packaging
  • Managing the Offering
  • Discussion Questions and Activities

• Chapter 7: Developing and Managing Offerings

  • The New Offering Development Process
  • Managing New Products: The Product Life Cycle
  • Discussion Questions and Activities

• Chapter 8: Using Marketing Channels to Create Value for Customers

  • Marketing Channels and Channel Partners
  • Typical Marketing Channels
  • Functions Performed by Channel Partners
  • Marketing Channel Strategies
  • Channel Dynamics
  • Discussion Questions and Activities

• Chapter 9: Using Supply Chains to Create Value for Customers

  • Sourcing and Procurement
  • Demand Planning and Inventory Control
  • Warehousing and Transportation
  • Track and Trace Systems and Reverse Logistics
  • Discussion Questions and Activities

• Chapter 10: Gathering and Using Information: Marketing Research and Market Intelligence

  • Marketing Information Systems
  • Steps in the Marketing Research Process
  • Discussion Questions and Activities

• Chapter 11: Integrated Marketing Communications and the Changing Media Landscape

  • Integrated Marketing Communications (IMC)
  • The Promotion (Communication) Mix
  • Factors Influencing the Promotion Mix, Communication Process, and Message Problems
  • Advertising and Direct Marketing
  • Message Strategies
  • The Promotion Budget
  • Sales Promotions
  • Discussion Questions and Activities

• Chapter 12: Public Relations, Social Media, and Sponsorships

  • Public Relations Activities and Tools
  • Social Media
  • Discussion Questions and Activities

• Chapter 13: Professional Selling

  • The Role Professional Salespeople Play
  • Customer Relationships and Selling Strategies
  • Sales Metrics (Measures)
  • Ethics in Sales and Sales Management
  • Integrating Sales and Marketing
  • Outsourcing the Sales Function
  • Discussion Questions and Activities

• Chapter 14: Customer Satisfaction, Loyalty, and Empowerment

  • Customer Communities
  • Loyalty Management
  • Customer Satisfaction
  • Ethics, Laws, and Customer Empowerment
  • Discussion Questions and Activities

• Chapter 15: Price, the Only Revenue Generator

  • The Pricing Framework and a Firm’s Pricing Objectives
  • Factors That Affect Pricing Decisions
  • Pricing Strategies
  • Discussion Questions and Activities

• Chapter 16: The Marketing Plan

  • Chapter Introduction
  • Marketing Planning Roles
  • Functions of the Marketing Plan
  • Forecasting
  • Ongoing Marketing Planning and Evaluation
  • Discussion Questions and Activities