Nguồn ngoài
Introducing Marketing
Through good economic times and bad, marketing remains the pivotal function in any business. Determining and satisfying the needs of customers through products that have value and accessibility and whose features are clearly communicated is the general purpose of any business. It is also a fundamental definition of marketing. This text introduces students to the marketing strategies and tools that practitioners use to market their products.
- Tác giả
- John Burnett
- Nhà xuất bản
- LibreTexts
- Nguồn
- LibreTexts
- Giấy phép
- CC BY
- Ngôn ngữ
- EN
- Danh mục
- Marketing
Mục lục· 87 mục
- 01: Introducing Marketing
- 1.01: Elvisalive and well
- 1.02: Introduction
- 1.03: Justification for Study
- 1.04: Defining Marketing
- 1.05: Characteristics of a marketing organization
- 1.06: The role of marketing in the firm - a basis for classification
- 1.07: Keys to Marketing Success
- 1.08: Summary and Review Questions
- 02: Understanding and approaching the market
- 2.01: Introduction and Defining market
- 2.02: Types of market
- 2.03: Approaching the market
- 2.04: Under Segmented market
- 2.05: Under Segmenting ultimate consumers
- 2.06: Segmenting organizational markets
- 2.07: Other segmentations
- 2.08: The strategy of market segmentation
- 03: Marketing Research - an aid to decision making
- 3.01: Learning Objective
- 3.02: The nature and importance of marketing research
- 3.03: What needs researching in marketing
- 3.04: Procedures and Technique in Marketing Research
- 3.05: Conducting Research
- 3.06: Processing the Data
- 3.07: The Value of marketing research
- 3.08: Summary
- 3.S: Summary
- 04: Understanding Buyer Behavior
- 4.01: Learning Objective and Introduction
- 4.02: Buyer Behavior and Exchange
- 4.03: Buyer behavior as problem solving
- 4.04: Organizational buyer behavior
- 4.05: Summary
- 05: External Considerations in Marketing
- 5.01: Introduction
- 5.02: External factors that affect planning
- 5.03: Technology
- 5.04: Social trends
- 5.05: Forecasts of the future
- 5.06: Summary
- 06: Marketing in Global Markets
- 6.01: Defining international marketing
- 6.02: Standardization and customization
- 6.03: Reason for entering international market
- 6.04: Reason to avoid international market
- 6.05: The stages of going international
- 6.06: The international marketing plan
- 6.07: The international marketing environment
- 6.08: Summary
- 07: Introducing and Managing the Product
- 7.01: Defining the Products
- 7.02: Classifications of product
- 7.03: Product planning
- 7.04: Strategy Formulation
- 7.05: New Product Development Process
- 7.06: Summary
- 08: Communicating to Mass Markets
- 8.01: The role of IMC
- 8.02: The objective of marketing communication
- 8.03: How we communicate
- 8.04: Designing an IMC strategy
- 8.05: Understanding Advertising
- 8.06: Sales promotion and public relation
- 8.07: Summary
- 09: Pricing the Product
- 9.01: Price Defined - Three different Perspective
- 9.02: Pricing objective
- 9.03: Developing pricing strategy
- 9.04: New Product Pricing
- 9.05: Price lines
- 9.06: Price flexibility
- 9.07: The future of pricing
- 9.08: Price bundling
- 9.09: Psychological aspects of pricing
- 9.10: Price defined- three different Perspective
- 9.11: Summary
- 10: Channel Concepts - Distributing the Product
- 10.01: The Dual Function of channels
- 10.02: The evolution of marketing channel
- 10.03: Flows in the marketing channel
- 10.04: Functions of the Channel
- 10.05: Channel Institutions - Apabilities and Limitations
- 10.06: Organizing the channel
- 10.07: The channel management process
- 10.08: The human aspect of distribution
- 10.09: Summary