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marketing-principles

About the Authors................................................................................................................. 1
Acknowledgments................................................................................................................. 3
Preface..................................................................................................................................... 5

Chapter 1: What Is Marketing? .......................................................................................... 7
Defining Marketing........................................................................................................................................ 8
Who Does Marketing?.................................................................................................................................. 17
Why Study Marketing? ................................................................................................................................ 21
Themes and Organization of This Book..................................................................................................... 26
Discussion Questions and Activities........................................................................................................... 33

Chapter 2: Strategic Planning .......................................................................................... 36
The Value Proposition................................................................................................................................. 37
Components of the Strategic Planning Process........................................................................................ 40
Developing Organizational Objectives and Formulating Strategies.......................................................52
Where Strategic Planning Occurs within Firms ....................................................................................... 58
Strategic Portfolio Planning Approaches.................................................................................................. 62
Discussion Questions and Activities........................................................................................................... 67

Chapter 3: Consumer Behavior: How People Make Buying Decisions ..................... 69
Factors That Influence Consumers’ Buying Behavior .............................................................................. 72
Low-Involvement Versus High-Involvement Buying Decisions and the Consumer’s Decision-Making
Process .......................................................................................................................................................... 95
Discussion Questions and Activities......................................................................................................... 105

Chapter 4: Business Buying Behavior........................................................................... 107
The Characteristics of Business-to-Business (B2B) Markets ................................................................. 108
Types of B2B Buyers................................................................................................................................... 113
Buying Centers........................................................................................................................................... 120
Stages in the B2B Buying Process and B2B Buying Situations .............................................................. 126
International B2B Markets and E-commerce.......................................................................................... 133
Ethics in B2B Markets................................................................................................................................ 140
Discussion Questions and Activities......................................................................................................... 144

iiiChapter 5: Market Segmenting, Targeting, and Positioning................................... 147
Targeted Marketing versus Mass Marketing .......................................................................................... 148
How Markets Are Segmented ................................................................................................................... 156
Selecting Target Markets and Target-Market Strategies ...................................................................... 177
Positioning and Repositioning Offerings................................................................................................. 184
Discussion Questions and Activities......................................................................................................... 188

Chapter 6: Creating Offerings ........................................................................................ 190
What Composes an Offering?.................................................................................................................... 191
Types of Consumer Offerings.................................................................................................................... 202
Types of Business-to-Business (B2B) Offerings....................................................................................... 207
Branding, Labeling, and Packaging.......................................................................................................... 212
Managing the Offering .............................................................................................................................. 218
Discussion Questions and Activities......................................................................................................... 221

Chapter 7: Developing and Managing Offerings ........................................................ 223
The New Offering Development Process ................................................................................................. 225
Managing New Products: The Product Life Cycle................................................................................... 235
Discussion Questions and Activities......................................................................................................... 249

Chapter 8: Using Marketing Channels to Create Value for Customers ................. 252
Marketing Channels and Channel Partners ............................................................................................ 253
Typical Marketing Channels..................................................................................................................... 263
Functions Performed by Channel Partners............................................................................................. 274
Marketing Channel Strategies.................................................................................................................. 279
Channel Dynamics...................................................................................................................................... 285
Discussion Questions and Activities......................................................................................................... 293

Chapter 9: Using Supply Chains to Create Value for Customers ............................ 295
Sourcing and Procurement....................................................................................................................... 298
Demand Planning and Inventory Control ............................................................................................... 306
Warehousing and Transportation............................................................................................................ 315
Track and Trace Systems and Reverse Logistics..................................................................................... 323
Discussion Questions and Activities......................................................................................................... 327

Chapter 10: Gathering and Using Information: Marketing Research and Market
Intelligence......................................................................................................................... 328
Marketing Information Systems .............................................................................................................. 331
Steps in the Marketing Research Process................................................................................................ 344
Discussion Questions and Activities......................................................................................................... 372

ivChapter 11: Integrated Marketing Communications and the Changing Media
Landscape ........................................................................................................................... 376
Integrated Marketing Communications (IMC)........................................................................................ 377
The Promotion (Communication) Mix..................................................................................................... 383
Factors Influencing the Promotion Mix, Communication Process, and Message Problems..............387
Advertising and Direct Marketing ........................................................................................................... 393
Message Strategies..................................................................................................................................... 397
The Promotion Budget .............................................................................................................................. 404
Sales Promotions........................................................................................................................................ 407
Discussion Questions and Activities......................................................................................................... 416

Chapter 12: Public Relations, Social Media, and Sponsorships .............................. 418
Public Relations Activities and Tools....................................................................................................... 420
Social Media................................................................................................................................................ 429
Discussion Questions and Activities......................................................................................................... 432

Chapter 13: Professional Selling.................................................................................... 433
The Role Professional Salespeople Play................................................................................................... 434
Customer Relationships and Selling Strategies...................................................................................... 444
Sales Metrics (Measures)........................................................................................................................... 453
Ethics in Sales and Sales Management .................................................................................................... 461
Integrating Sales and Marketing.............................................................................................................. 467
Outsourcing the Sales Function................................................................................................................ 475
Discussion Questions and Activities......................................................................................................... 479

Chapter 14: Customer Satisfaction, Loyalty, and Empowerment........................... 482
Customer Communities............................................................................................................................. 483
Loyalty Management................................................................................................................................. 491
Customer Satisfaction................................................................................................................................ 501
Ethics, Laws, and Customer Empowerment ............................................................................................ 510
Discussion Questions and Activities......................................................................................................... 518
Chapter 15: Price, the Only Revenue Generator......................................................... 521
The Pricing Framework and a Firm’s Pricing Objectives....................................................................... 522
Factors That Affect Pricing Decisions...................................................................................................... 527
Pricing Strategies....................................................................................................................................... 534
Discussion Questions and Activities......................................................................................................... 544

vChapter 16: The Marketing Plan.................................................................................... 545
Marketing Planning Roles......................................................................................................................... 547
Functions of the Marketing Plan.............................................................................................................. 549
Forecasting ................................................................................................................................................. 564
Ongoing Marketing Planning and Evaluation......................................................................................... 574
Discussion Questions and Activities......................................................................................................... 581

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