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Preface
1.1 Defining Marketing
1.2 Who Does Marketing?
1.3 Why Study Marketing?
1.4 Themes and Organization of This Book
1.5 Discussion Questions and Activities
2.6 Discussion Questions and Activities
2.5 Strategic Portfolio Planning Approaches
2.4 Where Strategic Planning Occurs within Firms
2.2 Components of the Strategic Planning Process
2.1 The Value Proposition
2.3 Developing Organizational Objectives and Formulating Strategies
3.1 Factors That Influence Consumers’ Buying Behavior
3.3 Discussion Questions and Activities
3.2 Low-Involvement Versus High-Involvement Buying Decisions and the Consumer’s Decision-Making Process
4.1 The Characteristics of Business-to-Business (B2B) Markets
4.2 Types of B2B Buyers
4.3 Buying Centers
4.4 Stages in the B2B Buying Process and B2B Buying Situations
4.5 International B2B Markets and E-commerce
4.6 Ethics in B2B Markets
4.7 Discussion Questions and Activities
5.3 Selecting Target Markets and Target-Market Strategies
5.4 Positioning and Repositioning Offerings
5.5 Discussion Questions and Activities
5.2 How Markets Are Segmented
5.1 Targeted Marketing versus Mass Marketing
6.1 What Composes an Offering?
6.2 Types of Consumer Offerings
6.3 Types of Business-to-Business (B2B) Offerings
6.4 Branding, Labeling, and Packaging
6.5 Managing the Offering
6.6 Discussion Questions and Activities
7.1 The New Offering Development Process
7.2 Managing New Products: The Product Life Cycle
7.3 Discussion Questions and Activities
8.1 Marketing Channels and Channel Partners
8.2 Typical Marketing Channels
8.3 Functions Performed by Channel Partners
8.4 Marketing Channel Strategies
8.5 Channel Dynamics
8.6 Discussion Questions and Activities
9.5 Discussion Questions and Activities
9.1 Sourcing and Procurement
9.2 Demand Planning and Inventory Control
9.3 Warehousing and Transportation
9.4 Track and Trace Systems and Reverse Logistics
10.1 Marketing Information Systems
10.2 Steps in the Marketing Research Process
10.3 Discussion Questions and Activities
11.6 The Promotion Budget
11.8 Discussion Questions and Activities
11.7 Sales Promotions
11.5 Message Strategies
11.4 Advertising and Direct Marketing
11.3 Factors Influencing the Promotion Mix, Communication Process, and Message Problems
11.2 The Promotion (Communication) Mix
11.1 Integrated Marketing Communications (IMC)
12.3 Discussion Questions and Activities
12.2 Social Media
12.1 Public Relations Activities and Tools
13.1 The Role Professional Salespeople Play
13.2 Customer Relationships and Selling Strategies
13.3 Sales Metrics (Measures)
13.4 Ethics in Sales and Sales Management
13.5 Integrating Sales and Marketing
13.6 Outsourcing the Sales Function
13.7 Discussion Questions and Activities
14.1 Customer Communities
14.2 Loyalty Management
14.3 Customer Satisfaction
14.4 Ethics, Laws, and Customer Empowerment
14.5 Discussion Questions and Activities
15.3 Pricing Strategies
15.1 The Pricing Framework and a Firm’s Pricing Objectives
15.2 Factors That Affect Pricing Decisions
15.4 Discussion Questions and Activities
16.5 Discussion Questions and Activities
16.4 Ongoing Marketing Planning and Evaluation
16.3 Forecasting
16.2 Functions of the Marketing Plan
16. The Marketing Plan
16.1 Marketing Planning Roles
Appendix
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