Principle of Marketing

Introduction

Marketing and Customer Value

• In the Spotlight
• Marketing and the Marketing Process
• The Marketing Mix and the 4Ps of Marketing
• Factors Comprising and Affecting the Marketing Environment
• Evolution of the Marketing Concept
• Determining Consumer Needs and Wants
• Customer Relationship Management (CRM)
• Ethical Marketing
• Lesson Summary
• Applied Marketing Knowledge: Discussion Questions
• Critical Thinking Exercises
• Building Your Personal Brand
• What Do Marketers Do?
• Marketing Plan Exercise
• Closing Company Case

Strategic Planning in Marketing

• In the Spotlight
• Developing a Strategic Plan
• The Role of Marketing in the Strategic Planning Process
• Purpose and Structure of the Marketing Plan
• Marketing Plan Progress Using Metrics
• Ethical Issues in Developing a Marketing Strategy
• Lesson Summary
• Applied Marketing Knowledge: Discussion Questions
• Critical Thinking Exercises
• Building Your Personal Brand
• What Do Marketers Do?
• Marketing Plan Exercise
• Closing Company Case

Consumer Markets and Purchasing Behavior

• In the Spotlight
• Understanding Consumer Markets and Buying Behavior
• Factors That Influence Consumer Buying Behavior
• The Consumer Purchasing Decision Process
• Ethical Issues in Consumer Buying Behavior
• Lesson Summary
• Applied Marketing Knowledge: Discussion Questions
• Critical Thinking Exercises
• Building Your Personal Brand
• What Do Marketers Do?
• Closing Company Case

Business Markets and Purchasing Behavior

• In the Spotlight
• The Business-to-Business (B2B) Market
• Buyers and Buying Situations in a B2B Market
• Major Influences on B2B Buyer Behavior
• Stages in the B2B Buying Process
• Ethical Issues in B2B Marketing
• Lesson Summary
• Applied Marketing Knowledge: Discussion Questions
• Critical Thinking Exercises
• Building Your Personal Brand
• What Do Marketers Do?
• Closing Company Case

Market Segmentation, Targeting, and Positioning

• In the Spotlight
• Market Segmentation and Consumer Markets
• Segmentation of B2B Markets
• Segmentation of International Markets
• Essential Factors in Effective Market Segmentation
• Selecting Target Markets
• Product Positioning
• Ethical Concerns and Target Marketing
• Lesson Summary
• Applied Marketing Knowledge: Discussion Questions
• Critical Thinking Exercises
• Building Your Personal Brand
• What Do Marketers Do?
• Marketing Plan Exercise
• Closing Company Case

Marketing Research and Market Intelligence

• In the Spotlight
• Marketing Research and Big Data
• Sources of Marketing Information
• Steps in a Successful Marketing Research Plan
• Ethical Issues in Marketing Researc
• Lesson Summary
• Applied Marketing Knowledge: Discussion Questions
• Critical Thinking Exercises
• Building Your Personal Brand
• What Do Marketers Do?
• Marketing Plan Exercise
• Closing Company Case

Marketing in a Global Environment

• In the Spotlight
• The Global Market and Advantages of International Trade
• Assessment of Global Markets for Opportunities
• Entering the Global Arena
• Marketing in a Global Environment
• Ethical Issues in the Global Marketplace
• Lesson Summary
• Applied Marketing Knowledge: Discussion Questions
• Critical Thinking Exercises
• Building Your Personal Brand
• What Do Marketers Do?
• Closing Company Case

Marketing in a Diverse Marketplace

• In the Spotlight
• Strategic Marketing: Standardization versus Adaptation
• Diversity and Inclusion Marketing
• Multicultural Marketing
• Marketing to Hispanic, Black, and Asian Consumers
• Marketing to Sociodemographic Groups
• Ethical Issues in Diversity Marketing
• Lesson Summary
• Applied Marketing Knowledge: Discussion Questions
• Critical Thinking Exercises
• Building Your Personal Brand
• What Do Marketers Do?
• Closing Company Case

Products: Consumer Offerings

• In the Spotlight
• Products, Services, and Experiences
• Product Items, Product Lines, and Product Mixes
• The Product Life Cycle
• Marketing Strategies at Each Stage of the Product Life Cycle
• Branding and Brand Development
• Forms of Brand Development, Brand Loyalty, and Brand Metrics
• Creating Value through Packaging and Labeling
• Environmental Concerns Regarding Packaging
• Ethical Issues in Packaging
• Lesson Summary
• Applied Marketing Knowledge: Discussion Questions
• Critical Thinking Exercises
• Building Your Personal Brand
• What Do Marketers Do?
• Marketing Plan Exercise
• Closing Company Case

Maintaining a Competitive Edge with New Offerings

• In the Spotlight
• New Products from a Customer’s Perspective
• Stages of the New Product Development Process
• The Use of Metrics in Evaluating New Products
• Factors Contributing to the Success or Failure of New Products
• Stages in the Consumer Adoption Process for New Products
• Ethical Considerations in New Product Development
• Lesson Summary
• Applied Marketing Knowledge: Discussion Questions
• Critical Thinking Exercises
• Building Your Personal Brand
• What Do Marketers Do?
• Closing Company Case

Services: The Intangible Product

• In the Spotlight
• Classification of Services
• The Service-Profit Chain Model and the Service Marketing Triangle
• The Gap Model of Service Quality
• Ethical Considerations in Providing Services
• Lesson Summary
• Applied Marketing Knowledge: Discussion Questions
• Critical Thinking Exercises
• Building Your Personal Brand
• What Do Marketers Do?
• Closing Company Case

Pricing Products and Services

• In the Spotlight
• Pricing and Its Role in the Marketing Mix
• The Five Critical Cs of Pricing
• The Five-Step Procedure for Establishing Pricing Policy
• Pricing Strategies for New Products
• Pricing Strategies and Tactics for Existing Products
• Ethical Considerations in Pricing
• Lesson Summary
• Applied Marketing Knowledge: Discussion Questions
• Critical Thinking Exercises
• Building Your Personal Brand
• What Do Marketers Do?
• Marketing Plan Exercise
• Closing Company Case

Integrated Marketing Communications

• In the Spotlight
• The Promotion Mix and Its Elements
• The Communication Process
• Integrated Marketing Communications
• Steps in the IMC Planning Process
• Ethical Issues in Marketing Communication
• Lesson Summary
• Applied Marketing Knowledge: Discussion Questions
• Critical Thinking Exercises
• Building Your Personal Brand
• What Do Marketers Do?
• Marketing Plan Exercise
• Closing Company Case

The Promotion Mix: Advertising and Public Relations

• In the Spotlight
• Advertising in the Promotion Mix
• Major Decisions in Developing an Advertising Plan
• The Use of Metrics to Measure Advertising Campaign Effectiveness
• Public Relations and Its Role in the Promotion Mix
• The Advantages and Disadvantages of Public Relations
• Ethical Concerns in Advertising and Public Relations
• Lesson Summary
• Applied Marketing Knowledge: Discussion Questions
• Critical Thinking Exercises
• Building Your Personal Brand
• What Do Marketers Do?
• Closing Company Case

The Promotion Mix: Personal Selling and Sales Promotion

• In the Spotlight
• Personal Selling and Its Role in the Promotion Mix
• Classifications of Salespeople Involved in Personal Selling
• Steps in the Personal Selling Process
• Management of the Sales Force
• Sales Promotion and Its Role in the Promotion Mix
• Main Types of Sales Promotion
• Ethical Issues in Personal Selling and Sales Promotion
• Lesson Summary
• Applied Marketing Knowledge: Discussion Questions
• Critical Thinking Exercises
• Building Your Personal Brand
• What Do Marketers Do?
• Closing Company Case

Direct, Online, Social Media, and Mobile Marketing

• In the Spotlight
• Traditional Direct Marketing
• Social Media and Mobile Marketing
• Metrics Used to Evaluate the Success of Online Marketing
• Ethical Issues in Digital Marketing and Social Media
• Lesson Summary
• Applied Marketing Knowledge: Discussion Questions
• Critical Thinking Exercises
• Building Your Personal Brand
• What Do Marketers Do?
• Closing Company Case

Distribution: Delivering Customer Value

• In the Spotlight
• The Use and Value of Marketing Channels
• Types of Marketing Channels
• Factors Influencing Channel Choice
• Managing the Distribution Channel
• The Supply Chain and Its Functions
• Logistics and Its Functions
• Ethical Issues in Supply Chain Management
• Lesson Summary
• Applied Marketing Knowledge: Discussion Questions
• Critical Thinking Exercises
• Building Your Personal Brand
• What Do Marketers Do?
• Marketing Plan Exercise
• Closing Company Case

Retailing and Wholesaling

• In the Spotlight
• Retailing and the Role of Retailers in the Distribution Channel
• Major Types of Retailers
• Retailing Strategy Decisions
• Recent Trends in Retailing
• Wholesaling
• 18.6 Recent Trends in Wholesaling
• Ethical Issues in Retailing and Wholesaling
• Lesson Summary
• Applied Marketing Knowledge: Discussion Questions
• Critical Thinking Exercises
• Building Your Personal Brand
• What Do Marketers Do?
• Marketing Plan Exercise
• Closing Company Case

Sustainable Marketing: The New Paradigm

• In the Spotlight
• Sustainable Marketing
• Traditional Marketing versus Sustainable Marketing
• The Benefits of Sustainable Marketing
• Sustainable Marketing Principles
• Purpose-Driven Marketing
• Lesson Summary
• Applied Marketing Knowledge: Discussion Questions
• Critical Thinking Exercises
• Building Your Personal Brand