Principles of Marketing
v. 2.0
Table of Contents
Licensing Information
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 DecisionMaking 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