Principles of Marketing

  1. Chapter 1: What is Marketing?

    1. 1.1 Defining Marketing

    2. 1.2 Who Does Marketing?

    3. 1.3 Why Study Marketing?

    4. 1.4 Themes and Organization of This Book

    5. 1.5 Discussion Questions and Activities

  2. Chapter 2: Strategic Planning

    1. 2.1 The Value Proposition

    2. 2.2 Components of the Strategic Planning Process

    3. 2.3 Developing Organizational Objectives and Formulating Strategies

    4. 2.4 Where Strategic Planning Occurs within Firms

    5. 2.5 Strategic Portfolio Planning Approaches

    6. 2.6 Discussion Questions and Activities

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

    1. 3.1 Factors That Influence Consumers’ Buying Behavior

    2. 3.2 Low-Involvement Versus High-Involvement Buying Decisions and the Consumer’s Decision-Making Process

    3. 3.3 Discussion Questions and Activities

  4. Chapter 4: Business Buying Behavior

    1. 4.1 The Characteristics of Business-to-Business (B2B) Markets

    2. 4.2 Types of B2B Buyers

    3. 4.3 Buying Centers

    4. 4.4 Stages in the B2B Buying Process and B2B Buying Situations

    5. 4.5 International B2B Markets and E-commerce

    6. 4.6 Ethics in B2B Markets

    7. 4.7 Discussion Questions and Activities

  5. Chapter 5: Market Segmenting, Targeting, and Positioning

    1. 5.1 Targeted Marketing versus Mass Marketing

    2. 5.2 How Markets Are Segmented

    3. 5.3 Selecting Target Markets and Target-Market Strategies

    4. 5.4 Positioning and Repositioning Offerings

    5. 5.5 Discussion Questions and Activities

  6. Chapter 6: Creating Offerings

    1. 6.1 What Composes an Offering?

    2. 6.2 Types of Consumer Offerings

    3. 6.3 Types of Business-to-Business (B2B) Offerings

    4. 6.4 Branding, Labeling, and Packaging

    5. 6.5 Managing the Offering

    6. 6.6 Discussion Questions and Activities

  7. Chapter 7: Developing and Managing Offerings

    1. 7.1 The New Offering Development Process

    2. 7.2 Managing New Products: The Product Life Cycle

    3. 7.3 Discussion Questions and Activities

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

    1. 8.1 Marketing Channels and Channel Partners

    2. 8.2 Typical Marketing Channels

    3. 8.3 Functions Performed by Channel Partners

    4. 8.4 Marketing Channel Strategies

    5. 8.5 Channel Dynamics

    6. 8.6 Discussion Questions and Activities

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

    1. 9.1 Sourcing and Procurement

    2. 9.2 Demand Planning and Inventory Control

    3. 9.3 Warehousing and Transportation

    4. 9.4 Track and Trace Systems and Reverse Logistics

    5. 9.5 Discussion Questions and Activities

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

    1. 10.1 Marketing Information Systems

    2. 10.2 Steps in the Marketing Research Process

    3. 10.3 Discussion Questions and Activities

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

    1. 11.1 Integrated Marketing Communications (IMC)

    2. 11.2 The Promotion (Communication) Mix

    3. 11.3 Factors Influencing the Promotion Mix, Communication Process, and Message Problems

    4. 11.4 Advertising and Direct Marketing

    5. 11.5 Message Strategies

    6. 11.6 The Promotion Budget

    7. 11.7 Sales Promotions

    8. 11.8 Discussion Questions and Activities

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

    1. 12.1 Public Relations Activities and Tools

    2. 12.2 Social Media

    3. 12.3 Discussion Questions and Activities

  13. Chapter 13: Professional Selling

    1. 13.1 The Role Professional Salespeople Play

    2. 13.2 Customer Relationships and Selling Strategies

    3. 13.3 Sales Metrics (Measures)

    4. 13.4 Ethics in Sales and Sales Management

    5. 13.5 Integrating Sales and Marketing

    6. 13.6 Outsourcing the Sales Function

    7. 13.7 Discussion Questions and Activities

  14. Chapter 14: Customer Satisfaction, Loyalty, and Empowerment

    1. 14.1 Customer Communities

    2. 14.2 Loyalty Management

    3. 14.3 Customer Satisfaction

    4. 14.4 Ethics, Laws, and Customer Empowerment

    5. 14.5 Discussion Questions and Activities

  15. Chapter 15: Price, the Only Revenue Generator

    1. 15.1 The Pricing Framework and a Firm’s Pricing Objectives

    2. 15.2 Factors That Affect Pricing Decisions

    3. 15.3 Pricing Strategies

    4. 15.4 Discussion Questions and Activities

  16. Chapter 16: The Marketing Plan

    1. 16. The Marketing Plan

    2. 16.1 Marketing Planning Roles

    3. 16.2 Functions of the Marketing Plan

    4. 16.3 Forecasting

    5. 16.4 Ongoing Marketing Planning and Evaluation

    6. 16.5 Discussion Questions and Activities

  17. Please share your supplementary material!