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Dedication
Acknowledgements
1.1 Why It Matters: What Is Marketing?
1.2 Marketing Defined
Reading: Marketing Defined
1.3 Marketing in Action
Reading: Marketing in Action
1.4 The Marketing Concept
Reading: The Marketing Concept
1.5 Marketing and Customer Relationships
Reading: Marketing and Customer Relationships
1.6 How Organizations Use Marketing
Reading: How Organizations Use Marketing
1.7 Value of Marketing
Reading: The Value of Marketing
Practice Quiz Chapter 1
2.1 Why It Matters: Marketing Function
2.2 Importance of Customer
Reading: Why Customers Matter
2.3 Segmentation and Targeting Introduction
Reading: Defining Your Target Market
2.4 Communicating the Value Proposition
Reading: Value for the Customer
Reading: Communicating the Value Proposition
2.5 Evaluating Value Proposition Examples
Reading: Value Proposition Examples
Video: Coffee Shop Marketing
2.6 Marketing Mix
Reading: Defining the Marketing Mix
Reading: Components of the Marketing Mix
Reading: Introduction to the Product Life Cycle
2.7 Using the Marketing Mix
Reading: Finding the Right Marketing Mix
Case Study: Chobani
2.8 Role of Marketing Plan
Reading: The Role of the Marketing Plan
Simulation: Ice Cream Magnate
2.9 Putting It Together: Marketing Function
Practice Quiz Chapter 2
3.1 Why It Matters: Segmentation and Targeting
3.2 Segmentation and Targeting Rationale
Reading: The Purpose of Market Segmentation and Targeting
3.3 Common Segmentation Approaches
Reading: Segmentation Criteria and Approaches
3.4 Segmentation Decisions
Reading: Choosing a Segmentation Approach and Target Segments
Case Study: Bumble Targets Women and Breaks Norms
3.5 Targeting and Marketing Mix
Reading: Targeting Strategies and the Marketing Mix
Case Study: Red Bull Wins the “Extreme” Niche
Simulation: Segmenting the Ice Cream Market
3.6 Putting It Together: Segmentation and Targeting
Practice Quiz Chapter 3
4.1 Why It Matters: Marketing Strategy
4.2 Evaluate Alignment of Marketing Strategies
Video: What Is Strategy?
Reading: Strategy and Tactics
Reading: The Mission Statement
Reading: Strategy and Objectives
4.3 Marketing Strategy Mechanics
Reading: Creating the Marketing Strategy
Reading: Optimizing the Marketing Mix
Reading: Implementation and Budget
Reading: Evaluating Marketing Results
4.4 Strategic Planning Tools
Reading: SWOT Analysis
Reading: BCG Matrix
Reading: Strategic Opportunity Matrix
4.5 Examples of Corporate Strategies
Reading: Market Penetration Example
Reading: Market Development Example
Reading: Product Development Example
Reading: Diversification Example
4.6 Customer Relationships
Reading: Customer-Relationship Strategies
Video: Harley Davidson Customer Relationships
4.7 Putting It Together: Marketing Strategy
Practice Quiz Chapter 4
5.1 Why It Matters: Ethics and Social Responsibility
5.2 Ethical Marketing Issues
Reading: Defining Ethics
Reading: Common Ethical Issues in Marketing
Reading: New Challenges in Marketing Ethics
Reading: Corporate Social Responsibility
5.3 Regulatory Laws
Reading: 5.3 Society Protection Laws and Standards
Reading: 5.3 Business Protections Laws and Standards
Reading: 5.3 Consumer Protection Laws and Standards
Reading: Product Liability
Reading: Privacy Laws
Reading: Fraud in Marketing
5.4 B2B and B2C Marketer Ethical Dilemmas
Reading: Ethics in B2B Marketing
Reading: Gifts and Bribes
5.5 Ensuring Ethical Marketing and Sales
Reading: A Culture of Accountability
Reading: Ethics for Marketing Employees
Reading: Executive Role in Ethics
Simulation: Ethics
5.6 Social Responsibility Marketing Impact
Reading: Social Responsibility in the Marketing Strategy
Reading: Social Responsibility Initiatives
5.7 Putting It Together: Ethics and Social Responsibility
Practice Quiz Chapter 5
6.1 Why It Matters: Marketing Information and Research
6.2 Importance of Marketing Information
Reading: The Importance of Marketing Information and Research
Case Study: Juicy Fruit Gum
6.3 Types of Marketing Information
Reading: Types of Marketing Information
6.4 The Marketing Research Process
Reading: The Marketing Research Process
6.5 Marketing Research Techniques
Reading: Secondary Marketing Research
Reading: Primary Marketing Research Methods
6.6 Marketing Data Sources
Reading: Marketing Data Sources
6.7 Customer Relationship Management (CRM) Systems
Reading: Customer Relationship Management Systems
6.8 Using Marketing Information
Reading: Using Marketing Information
6.9 Putting It Together: Marketing Information and Research
Practice Quiz Chapter 6
7.1 Why It Matters: Consumer Behaviour
7.2 Buying-Process Stages
Reading: The “Black Box” of Consumer Behavior
Reading: Buying-Process Stages
7.3 Low-Involvement vs. High-Involvement Decisions
Reading: Low-Involvement vs. High-Involvement Decisions
7.4 Factors Influencing Consumer Decisions
Reading: Influences on Consumer Decisions
Reading: Situational Factors
Reading: Personal Factors
Reading: Psychological Factors
Video: Consumer Beliefs and Febreze
Reading: Social Factors
7.5 B2B Purchasing Decisions
Reading: Organizational Buyer Behavior
Video: Complexities of a B2B Solution Sale
Reading: The Organizational Buying Process
7.6 Putting It Together: Consumer Behavior
Practice Quiz Chapter 7
8.1 Why It Matters: Positioning
8.2 Defining Positioning and Differentiation
Reading: Defining Positioning and Differentiation
8.3 The Positioning Process
Reading: The Positioning Process
Video: Starbucks Delivers Community and Connection
8.4 Developing Positioning Statements
Reading: Developing Positioning Statements
8.5 Repositioning
Reading: Repositioning
8.6 Implementing Positioning Strategy
Reading: Implementing Positioning Strategy
8.7 Putting It Together: Positioning
Practice Quiz Chapter 8
NSCC Edition
Lumen Edition PowerPoints
Lumen Edition Assignments
Lumen Edition Question Banks
Assignment #1: What is Marketing and How Does it Affect You?
Discussion #1: Self-Introduction
Assignment #2: Develop Marketing Plan Template
Discussion #2: Analyzing Marketing Efforts
Marketing Plan, Part I (Profile Plus)
Discussion # 3: Explore SWOT
Assignment #4: Identify Marketing Information Sources
Assignment #5: Develop a Customer Profile
Discussion #5: Positioning and Differentiation
Team Assignment (Capstone) – Marketing Plan Part 1 – Current Situation
Discussion #4: Analyze Social Responsibility
Credits & References
Version History
Recommend Changes
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Discussion #5: Positioning and Differentiation Copyright © 2021 by NSCC & Lumen Learning. All Rights Reserved.
