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Dedication
Acknowledgements
9.1 Why It Matters: Branding
9.2 Elements of Brand
Reading: Elements of Brand
Video: REI Builds Brand by Closing on Black Friday
Reading: Types of Brands
9.3 Brand Equity
Reading: Brand Equity
9.4 Brand Positioning and Alignment
Reading: Brand Positioning and Alignment
Video: Red Bull’s Extreme Brand Alignment
9.5 Name Selection
Reading: Name Selection
9.6 Packaging
Reading: Packaging
9.7 Brand Development Strategies
Reading: Brand Development Strategies
9.8 Putting It Together: Branding
9.9 Practice Quiz
10.1 Why It Matters: Product Marketing
10.2 Products and Marketing Mix
Reading: Defining Product
Reading: Consumer Product Categories
Reading: Products and Services
Reading: Augmenting Products with Services
Reading: Product Marketing in the Marketing Mix
10.3 Product Life Cycle
Reading: Stages of the Product Life Cycle
Reading: Marketing through the Product Cycle
Reading: Challenges in the Product Life Cycle
10.4 Product Portfolio Management
Reading: The Product Portfolio
Reading: Achieving Portfolio Objectives
Reading: New Products in the Portfolio
10.5 New Product Development Process
Reading: Overview of the New-Product Development Process
Reading: Generating and Screening Ideas
Reading: Developing New Products
Reading: Commercializing New Products
Video: Target Product Design
10.6 Challenges for New Products
Reading: Diffusion of Innovation
Reading: Improved Success in Product Development
10.7 Putting It Together: Product Marketing
10.8 Practice Quiz
11.1 Why It Matters: Pricing Strategies
11.2 Pricing Impact on Value of Products or Services
Reading: Demonstrating Customer Value
Reading: The Psychology of Pricing
Video: Value in Branded Eyewear
11.3 Pricing Considerations
Reading: Pricing Objectives
Reading: Break-Even Pricing
Reading: Competitor Impact on Pricing
Reading: Benefits of Value-Based Pricing
11.4 Common Pricing Strategies
Reading: Skim Pricing
Reading: Penetration Pricing
Reading: Cost-Oriented Pricing
Reading: Discounting Strategies
11.5 Price Elasticity
Video: Elasticity of Demand
Reading: Elasticity and Price Changes
Reading: Products with Elastic and Inelastic Demand
Simulation: Demand for Food Trucks
11.6 Competitive Bidding
Reading: Competitive Bidding
Reading: Price in the Competitive Bid
11.7 Putting It Together: Pricing Strategies
11.8 Practice Quiz [11.1-11.7]
11.9 Discounts
11.10 Markup
11.11 Maintained Markup
11.12 Break-Even Pricing
11.13 Markdown
Case Study: Making a Profitable Product Selection
Answers for Exercise Questions [11.8]
12.1 Why It Matters: Place: Distribution Channels
12.2 Using Channels of Distribution
Reading: Define Channels of Distribution
Reading: Distribution Objectives
Reading: Channel Structures
Reading: The Role of Intermediaries
Reading: Marketing Channels vs. Supply Chains
Simulation: Distribution
12.3 Managing Distribution Channels
Reading: Optimizing Channels
Reading: Third-Party Sales
Reading: Service Outputs
12.4 Retailers As Channels of Distribution
Reading: Define Retailing
Reading: Types of Retailers
Reading: Retail Strategy
12.5 Integrated Supply Chain Management and the Distribution Strategy
Reading: Components of a Supply Chain
Reading: Integrated Supply Chain Management
Reading: Supply Chain and Channel Strategy
12.6 Putting It Together: Place: Distribution Channels
12.7 Practice Quiz
13.1 Why It Matters: Promotion: Integrated Marketing Communication (IMC)
13.2 Integrated Marketing Communication (IMC) Definition
Reading: Integrated Marketing Communication (IMC) Definition
Reading: Marketing Campaigns and IMC
13.3 Defining the Message
Reading: Defining the Message
13.4 Determining IMC Objectives and Approach
Reading: Determining IMC Objectives and Approach
Video: Prioritizing Marketing Communications
13.5 Marketing Communication Methods
Reading: Advertising
Reading: Public Relations
Reading: Sales Promotions
Reading: Personal Selling
Reading: Direct Marketing
Reading: Digital Marketing
Reading: Guerrilla Marketing
Simulation: IMC Hero
13.6 Using IMC in the Sales Process
Reading: Using IMC in the Sales Process
13.7 Customer Relationship Management (CRM) Systems and IMC
Reading: Customer Relationship Management (CRM) Systems and IMC
13.8 Measuring Marketing Communication Effectiveness
Reading: Measuring Marketing Communication Effectiveness
13.9 Developing a Marketing Campaign and Budget
Reading: Developing a Marketing Campaign and Budget
13.10 Putting It Together: Promotion: Integrated Marketing Communication (IMC)
13.11 Focus on Digital Media Marketing
13.12 Focus on Social Media Marketing
13.13 Practice Quiz
14.1 Why It Matters: Marketing Globally
14.2 Globalization Benefits and Challenges
Reading: Globalization Benefits and Challenges
14.3 Approaches to Global Competition
Reading: Entry Strategies in Global Markets
Reading: Approaches to Global Competition
Video: McDonald’s “Globalization”
Reading: Applying Marketing Principles in the Global Environment
14.4 Factors Shaping the Global Marketing Environment
Reading: Demographic Factors Shaping the Global Marketing Environment
Reading: Cultural Factors Shaping the Global Marketing Environment
Reading: Institutional Factors Shaping the Global Marketing Environment
14.5 Putting It Together: Marketing Globally
14.6 Practice Quiz
15.1 Why It Matters: Marketing Plan
15.2 Elements of the Marketing Plan
Reading: Elements of the Marketing Plan
15.3 Presenting the Marketing Plan
Reading: Presenting the Marketing Plan
Reading: Business Presentations
15.4 The Marketing Plan in Action
Reading: Using and Updating the Marketing Plan
15.5 Putting It Together: Marketing Plan
15.7 Practice Quiz
NSCC Edition PowerPoints
Lumen Edition PowerPoints
Lumen Edition Assignments
Lumen Edition Question Banks
Assignment: Marketing Plan Presentation
Discussion: Global Marketing
Assignment: Marketing Plan Peer Review
Discussion: Distribution Strategy
Discussion: Marketing Campaign Concept
Discussion: How Companies & Brands Use Social Media
Pricing Strategy
Assignment: Complete Marketing Plan
References
Version History
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Discussion: Marketing Campaign Concept Copyright © 2021 by NSCC and Lumen Learning. All Rights Reserved.