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Opening Credits
1/8/2025
Preface
1/8/2025
Unit 1: Setting the Stage
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Chapter 1: Marketing and Customer Value
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1.1 Marketing and the Marketing Process
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1.2 The Marketing Mix and the 4Ps of Marketing
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1.3 Factors Comprising and Affecting the Marketing Environment
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1.4 Evolution of the Marketing Concept
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1.5 Determining Consumer Needs and Wants
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1.6 Customer Relationship Management (CRM)
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1.7 Ethical Marketing
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Chapter 2: Strategic Planning in Marketing
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2.1 Developing a Strategic Plan
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2.2 The Role of Marketing in the Strategic Planning Process
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2.3 Purpose and Structure of the Marketing Plan
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2.4 Marketing Plan Progress Using Metrics
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2.5 Ethical Issues in Developing a Marketing Strategy
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Chapter Summary
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Chapter Summary
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Key Terms
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Key Terms
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Unit 2: Understanding the Marketplace
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Chapter 3: Consumer Markets and Purchasing Behavior
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3.1 Understanding Consumer Markets and Buying Behavior
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3.2 Factors That Influence Consumer Buying Behavior
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3.3 The Consumer Purchasing Decision Process
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3.4 Ethical Issues in Consumer Buying Behavior
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Chapter 4: Business Markets and Purchasing Behavior
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4.1 The Business-to-Business (B2B) Market
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4.2 Buyers and Buying Situations in a B2B Market
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4.3 Major Influences on B2B Buyer Behavior
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4.4 Stages in the B2B Buying Process
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4.5 Ethical Issues in B2B Marketing
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Chapter 5: Market Segmentation, Targeting, and Positioning
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5.1 Market Segmentation and Consumer Markets
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5.2 Segmentation of B2B Markets
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5.3 Segmentation of International Markets
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5.4 Essential Factors in Effective Market Segmentation
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5.5 Selecting Target Markets
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5.6 Product Positioning
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5.7 Ethical Concerns and Target Marketing
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Chapter 6: Marketing Research and Market Intelligence
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6.1 Marketing Research and Big Data
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6.2 Sources of Marketing Information
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6.3 Steps in a Successful Marketing Research Plan
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6.4 Ethical Issues in Marketing Research
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Chapter 7: Marketing in a Global Environment
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7.1 The Global Market and Advantages of International Trade
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7.2 Assessment of Global Markets for Opportunities
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7.3 Entering the Global Arena
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7.4 Marketing in a Global Environment
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7.5 Ethical Issues in the Global Marketplace
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Chapter 8: Marketing in a Diverse Marketplace
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8.1 Strategic Marketing: Standardization versus Adaptation
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8.2 Diversity and Inclusion Marketing
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8.3 Multicultural Marketing
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8.4 Marketing to Hispanic, Black, and Asian Consumers
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8.5 Marketing to Sociodemographic Groups
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8.6 Ethical Issues in Diversity Marketing
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Unit 3: Product, Promotion, Price, and Place
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Chapter 9: Products: Consumer Offerings
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9.1 Products, Services, and Experiences
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9.2 Product Items, Product Lines, and Product Mixes
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9.3 The Product Life Cycle
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9.4 Marketing Strategies at Each Stage of the Product Life Cycle
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9.5 Branding and Brand Development
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9.6 Forms of Brand Development, Brand Loyalty, and Brand Metrics
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9.7 Creating Value through Packaging and Labeling
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9.8 Environmental Concerns Regarding Packaging
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9.9 Ethical Issues in Packaging
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Chapter 10: Maintaining a Competitive Edge with New Offerings
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10.1 New Products from a Customer’s Perspective
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10.2 Stages of the New Product Development Process
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10.3 The Use of Metrics in Evaluating New Products
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10.4 Factors Contributing to the Success or Failure of New Products
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10.5 Stages in the Consumer Adoption Process for New Products
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10.6 Ethical Considerations in New Product Development
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Chapter 11: Services: The Intangible Product
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11.1 Classification of Services
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11.2 The Service-Profit Chain Model and the Service Marketing Triangle
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11.3 The Gap Model of Service Quality
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11.4 Ethical Considerations in Providing Services
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Chapter 12: Pricing Products and Services
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12.1 Pricing and Its Role in the Marketing Mix
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12.2 The Five Critical Cs of Pricing
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12.3 The Five-Step Procedure for Establishing Pricing Policy
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12.4 Pricing Strategies for New Products
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12.5 Pricing Strategies and Tactics for Existing Products
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12.6 Ethical Considerations in Pricing
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Chapter 13: Integrated Marketing Communications
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13.1 The Promotion Mix and Its Elements
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13.2 The Communication Process
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13.3 Integrated Marketing Communications
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13.4 Steps in the IMC Planning Process
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13.5 Ethical Issues in Marketing Communication
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Chapter 14: The Promotion Mix: Advertising and Public Relations
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14.1 Advertising in the Promotion Mix
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14.2 Major Decisions in Developing an Advertising Plan
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14.3 The Use of Metrics to Measure Advertising Campaign Effectiveness
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14.4 Public Relations and Its Role in the Promotion Mix
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14.5 The Advantages and Disadvantages of Public Relations
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14.6 Ethical Concerns in Advertising and Public Relations
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Chapter 15: The Promotion Mix: Personal Selling and Sales Promotion
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15.1 Personal Selling and Its Role in the Promotion Mix
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15.2 Classifications of Salespeople Involved in Personal Selling
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15.3 Steps in the Personal Selling Process
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15.4 Management of the Sales Force
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15.5 Sales Promotion and Its Role in the Promotion Mix
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15.6 Main Types of Sales Promotion
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15.7 Ethical Issues in Personal Selling and Sales Promotion
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Chapter 16: Direct, Online, Social Media, and Mobile Marketing
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16.1 Traditional Direct Marketing
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16.2 Social Media and Mobile Marketing
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16.3 Metrics Used to Evaluate the Success of Online Marketing
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16.4 Ethical Issues in Digital Marketing and Social Media
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Chapter 17: Distribution: Delivering Customer Value
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17.1 The Use and Value of Marketing Channels
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17.2 Types of Marketing Channels
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17.3 Factors Influencing Channel Choice
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17.4 Managing the Distribution Channel
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17.5 The Supply Chain and Its Functions
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17.6 Logistics and Its Functions
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17.7 Ethical Issues in Supply Chain Management
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Chapter 18: Retailing and Wholesaling
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18.1 Retailing and the Role of Retailers in the Distribution Channel
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18.2 Major Types of Retailers
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18.3 Retailing Strategy Decisions
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18.4 Recent Trends in Retailing
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18.5 Wholesaling
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18.6 Recent Trends in Wholesaling
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18.7 Ethical Issues in Retailing and Wholesaling
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Chapter 19: Sustainable Marketing: The New Paradigm
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19.1 Sustainable Marketing
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19.2 Traditional Marketing versus Sustainable Marketing
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19.3 The Benefits of Sustainable Marketing
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19.4 Sustainable Marketing Principles
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19.5 Purpose-Driven Marketing
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Closing Credits
1/8/2025