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MKT 300: Principles of Marketing

This text provides a general overview of marketing principles. The text covers the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals. The text includes analysis of the elements of the marketing environment such as government regulation, environmental protection, competition, and consumer behavior.

Business

Tác giả: Dipali Buch
Nhà xuất bản: Folsom Lake College
Nguồn: LibreTexts
Ngôn ngữ: EN
Danh mục: Marketing

Đọc trực tuyến Tải PDF (nguồn mở)

Mục lục· 412 mục

01: Marketing- An Overview
01: Overview of Marketing
1.01: Self Check- The Marketing Concept
1.02: Outcome- Marketing and Customer Relationships
1.03: Reading- Marketing and Customer Relationships
1.04: Self Check- Marketing and Customer Relationships
1.05: Outcome- How Organizations Use Marketing
1.06: Reading- How Organizations Use Marketing
1.07: Self Check- How Organizations Use Marketing
1.08: Outcome- Value of Marketing
1.09: Reading- The Value of Marketing
1.10: Self Check- Value of Marketing
1.11: Why It Matters- What Is Marketing
1.12: Putting It Together- What Is Marketing
1.13: Discussion- Self-Introduction
1.14: Outcome- Marketing Defined
1.15: Reading- Marketing Defined
1.16: Self Check- Marketing Defined
1.17: Outcome- Marketing in Action
1.18: Reading- Marketing in Action
1.19: Self Check- Marketing in Action
1.20: Outcome- The Marketing Concept
1.21: Reading- The Marketing Concept
02: Target Markets and Marketing Mix
2.01: Reading- Communicating the Value Proposition
2.02: Self Check- Communicating the Value Proposition
2.03: Outcome- Evaluating Value Proposition Examples
2.04: Reading- Value Proposition Examples
2.05: Video- Coffee Shop Marketing
2.06: Self Check- Evaluating Value Proposition Examples
2.07: Outcome- Marketing Mix
2.08: Reading- Defining the Marketing Mix
2.09: Reading- Components of the Marketing Mix
2.10: Self Check- Marketing Mix
2.11: Why It Matters- Marketing Function
2.12: Outcome- Using the Marketing Mix
2.13: Reading- Finding the Right Marketing Mix
2.14: Case Study- Chobani
2.15: Self Check- Using the Marketing Mix
2.16: Outcome- Role of Marketing Plan
2.17: Reading- The Role of the Marketing Plan
2.18: Simulation- Ice Cream Magnate
2.19: Self Check- Role of Marketing Plan
2.20: Putting It Together- Marketing Function
2.21: Discussion- Analyzing Marketing Efforts
2.22: Outcome- Importance of Customer
2.23: Assignment- Submit Marketing Plan Template
2.24: Reading- Why Customers Matter
2.25: Self Check- Importance of Customer
2.26: Outcome- Segmentation and Targeting Introduction
2.27: Reading- Defining Your Target Market
2.28: Self Check- Segmentation and Targeting Introduction
2.29: Outcome- Communicating the Value Proposition
2.30: Reading- Value for the Customer
03: The Marketing Environment
04: Strategic Planning
4.01: Reading- Optimizing the Marketing Mix
4.02: Reading- Implementation and Budget
4.03: Reading- Evaluating Marketing Results
4.04: Self Check- Marketing Strategy Mechanics
4.05: Outcome- Strategic Planning Tools
4.06: Reading- SWOT Analysis
4.07: Reading- BCG Matrix
4.08: Reading- Strategic Opportunity Matrix
4.09: Self Check- Strategic Planning Tools
4.10: Outcome- Examples of Corporate Strategies
4.11: Why It Matters- Marketing Strategy
4.12: Reading- Market Penetration Example
4.13: Reading- Market Development Example
4.14: Reading- Product Development Example
4.15: Reading- Diversification Example
4.16: Self Check- Examples of Corporate Strategies
4.17: Outcome- Customer Relationships
4.18: Reading- Customer-Relationship Strategies
4.19: Video- Harley Davidson Customer Relationships
4.20: Self Check- Customer Relationships
4.21: Putting It Together- Marketing Strategy
4.22: Outcome- Evaluate Alignment of Marketing Strategies
4.23: Assignment- Marketing Plan Part I
4.24: Video- What Is Strategy
4.25: Reading- Strategy and Tactics
4.26: Reading- The Mission Statement
4.27: Reading- Strategy and Objectives
4.28: Self Check- Evaluate Alignment of Marketing Strategies
4.29: Outcome- Marketing Strategy Mechanics
4.30: Reading- Creating the Marketing Strategy
05: Social Responsibility and Ethics
5.01: Reading- Privacy Laws
5.02: Reading- Fraud in Marketing
5.03: Self Check- Regulatory Laws
5.04: Outcome- B2B and B2C Marketer Ethical Dilemmas
5.05: Reading- Ethics in B2B Marketing
5.06: Reading- Gifts and Bribes
5.07: Self Check- B2B and B2C Marketer Ethical Dilemmas
5.08: Outcome- Ensuring Ethical Marketing and Sales
5.09: Reading- A Culture of Accountability
5.10: Reading- Executive Role in Ethics
5.11: Why It Matters- Ethics and Social Responsibility
5.12: Reading- Ethics for Marketing Employees
5.13: Simulation- Ethics
5.14: Self Check- Ensuring Ethical Marketing and Sales
5.15: Outcome- Social Responsibility Marketing Impact
5.16: Reading- Social Responsibility in the Marketing Strategy
5.17: Reading- Social Responsibility Initiatives
5.18: Self Check- Social Responsibility Marketing Impact
5.19: Putting It Together- Ethics and Social Responsibility
5.20: Discussion- Analyzing Social Responsibility
5.21: Outcome- Ethical Marketing Issues
5.22: Reading- Defining Ethics
5.23: Reading- Common Ethical Issues in Marketing
5.24: Reading- New Challenges in Marketing Ethics
5.25: Reading- Corporate Social Responsibility
5.26: Self Check- Ethical Marketing Issues
5.27: Outcome- Regulatory Laws
5.28: Reading- Product Liability
06: Global Marketing
6.01: Self Check- Approaches to Global Competition
6.02: Outcome- Factors Shaping the Global Marketing Environment
6.03: Reading- Demographic Factors Shaping the Global Marketing Environment
6.04: Reading- Cultural Factors Shaping the Global Marketing Environment
6.05: Reading- Institutional Factors Shaping the Global Marketing Environment
6.06: Self Check- Factors Shaping the Global Marketing Environment
6.07: Putting It Together- Marketing Globally
6.08: Discussion- Global Marketing
6.09: Assignment- Marketing Plan Peer Review
6.10: Why It Matters- Marketing Globally
6.11: Outcome- Globalization Benefits and Challenges
6.12: Reading- Globalization Benefits and Challenges
6.13: Self Check- Globalization Benefits and Challenges
6.14: Outcome- Approaches to Global Competition
6.15: Reading- Entry Strategies in Global Markets
6.16: Reading- Approaches to Global Competition
6.17: Video- McDonalds Glocalization
6.18: Reading- Applying Marketing Principles in the Global Environment
02: Marketing Opportunities
07: Consumer Behavior
7.01: Reading- Influences on Consumer Decisions
7.02: Reading- Situational Factors
7.03: Reading- Personal Factors
7.04: Reading- Psychological Factors
7.05: Video- Consumer Attitudes and Heinz Baked Beans
7.06: Reading- Social Factors
7.07: Self Check- Factors Influencing Consumer Decisions
7.08: Outcome- B2B Purchasing Decisions
7.09: Reading- Organizational Buyer Behavior
7.10: Video- Complexities of a B2B Solution Sale
7.11: Why It Matters- Consumer Behavior
7.12: Reading- The Organizational Buying Process
7.13: Self Check- B2B Purchasing Decisions
7.14: Putting It Together- Consumer Behavior
7.15: Discussion- Customer Profile
7.16: Outcome- Buying-Process Stages
7.17: Reading- The Black Box of Consumer Behavior
7.18: Reading- Buying-Process Stages
7.19: Self Check- Buying Process Stages
7.20: Outcome- Low-Involvement vs. High-Involvement Decisions
7.21: Reading- Low-Involvement vs. High-Involvement Decisions
7.22: Self Check- Low-Involvement vs. High-Involvement Decisions
7.23: Outcome- Factors Influencing Consumer Decisions
08: Business Buying Behavior
8.01: The Characteristics of Business-to-Business (B2B) Markets
8.02: Types of B2B Buyers
8.03: Buying Centers
8.04: Stages in the B2B Buying Process and B2B Buying Situations
8.05: International B2B Markets and E-commerce
8.06: Ethics in B2B Markets
8.07: Discussion Questions and Activities
09: Market Segmentation
9.01: Case Study- eHarmony Targets Women
9.02: Self Check- Segmentation Decisions
9.03: Outcome- Targeting and Marketing Mix
9.04: Reading- Targeting Strategies and the Marketing Mix
9.05: Case Study- Red Bull Wins the Extreme Niche
9.06: Simulation- Segmenting the Ice Cream Market
9.07: Self Check- Targeting and Marketing Mix
9.08: Putting It Together- Segmentation and Targeting
9.09: Why It Matters- Segmentation and Targeting
9.10: Outcome- Segmentation and Targeting Rationale
9.11: Reading- The Purpose of Market Segmentation and Targeting
9.12: Self Check- Segmentation and Targeting Rationale
9.13: Outcome- Common Segmentation Approaches
9.14: Reading- Segmentation Criteria and Approaches
9.15: Self Check- Common Segmentation Approaches
9.16: Outcome- Segmentation Decisions
9.17: Reading- Choosing a Segmentation Approach and Target Segments
10: Market Research
10.01: Reading- The Marketing Research Process
10.02: Self Check- The Marketing Research Process
10.03: Outcome- Marketing Research Techniques
10.04: Reading- Secondary Marketing Research
10.05: Reading- Primary Marketing Research Methods
10.06: Self Check- Marketing Research Techniques
10.07: Outcome- Marketing Data Sources
10.08: Reading- Marketing Data Sources
10.09: Self Check- Marketing Data Sources
10.10: Outcome- Customer Relationship Management (CRM) Systems
10.11: Why It Matters- Marketing Information and Research
10.12: Reading- Customer Relationship Management Systems
10.13: Self Check- Customer Relationship Management (CRM) Systems
10.14: Outcome- Using Marketing Information
10.15: Reading- Using Marketing Information
10.16: Self Check- Using Marketing Information
10.17: Putting It Together- Marketing Information and Research
10.18: Outcome- Importance of Marketing Information
10.19: Reading- The Importance of Marketing Information and Research
10.20: Case Study- Juicy Fruit Gum
10.21: Self Check- Importance of Marketing Information
10.22: Outcome- Types of Marketing Information
10.23: Reading- Types of Marketing Information
10.24: Self Check- Types of Marketing Information
10.25: Outcome- The Marketing Research Process
11: Marketing Plan
11.01: Reading- Using and Updating the Marketing Plan
11.02: Self Check- The Marketing Plan in Action
11.03: Putting It Together- Marketing Plan
11.04: Assignment- Marketing Plan Presentation
11.05: Why It Matters- Marketing Plan
11.06: Outcome- Elements of the Marketing Plan
11.07: Reading- Elements of the Marketing Plan
11.08: Self Check- Elements of the Marketing Plan
11.09: Outcome- Presenting the Marketing Plan
11.10: Reading- Presenting the Marketing Plan
11.11: Reading- Business Presentations
11.12: Self Check- Presenting the Marketing Plan
11.13: Outcome- The Marketing Plan in Action
03: Product and Distribution
12: Positioning
12.01: Reading- Developing Positioning Statements
12.02: Self Check- Developing Positioning Statements
12.03: Outcome- Repositioning
12.04: Reading- Repositioning
12.05: Self Check- Repositioning
12.06: Outcome- Implementing Positioning Strategy
12.07: Reading- Implementing Positioning Strategy
12.08: Self Check- Implementing Positioning Strategy
12.09: Putting It Together- Positioning
12.10: Discussion- Positioning and Differentiation
12.11: Why It Matters- Positioning
12.12: Outcome- Defining Positioning and Differentiation
12.13: Reading- Defining Positioning and Differentiation
12.14: Self Check- Defining Positioning and Differentiation
12.15: Outcome- The Positioning Process
12.16: Reading- The Positioning Process
12.17: Video- Starbucks Delivers Community and Connection
12.18: Self Check- The Positioning Process
12.19: Outcome- Developing Positioning Statements
13: Branding
13.01: Outcome- Brand Positioning and Alignment
13.02: Reading- Brand Positioning and Alignment
13.03: Video- Red Bulls Extreme Brand Alignment
13.04: Self Check- Brand Positioning and Alignment
13.05: Outcome- Name Selection
13.06: Reading- Name Selection
13.07: Self Check- Name Selection
13.08: Outcome- Packaging
13.09: Reading- Packaging
13.10: Self Check- Packaging
13.11: Why It Matters- Branding
13.12: Outcome- Brand Development Strategies
13.13: Reading- Brand Development Strategies
13.14: Self Check- Brand Development Strategies
13.15: Putting It Together- Branding
13.16: Assignment- Marketing Plan Part 2
13.17: Outcome- Elements of Brand
13.18: Reading- Elements of Brand
13.19: Video- REI Builds Brand by Closing on Black Friday
13.20: Reading- Types of Brands
13.21: Self Check- Elements of a Brand
13.22: Outcome- Brand Equity
13.23: Reading- Brand Equity
13.24: Self Check- Brand Equity
14: Product and Services Marketing
14.01: Reading- Stages of the Product Life Cycle
14.02: Reading- Marketing through the Product Cycle
14.03: Reading- Challenges in the Product Life Cycle
14.04: Self Check- Product Life Cycle
14.05: Outcome- Product Portfolio Management
14.06: Reading- The Product Portfolio
14.07: Reading- Achieving Portfolio Objectives
14.08: Reading- New Products in the Portfolio
14.09: Self Check- Product Portfolio Management
14.10: Outcome- New Product Development Process
14.11: Why It Matters- Product Marketing
14.12: Reading- Overview of the New-Product Development Process
14.13: Reading- Generating and Screening Ideas
14.14: Reading- Developing New Products
14.15: Reading- Commercializing New Products
14.16: Video- Target Product Design
14.17: Self Check- New-Product Development Process
14.18: Outcome- Challenges for New Products
14.19: Reading- Diffusion of Innovation
14.20: Reading- Improved Success in Product Development
14.21: Self Check- Challenges for New Products
14.22: Outcome- Products and Marketing Mix
14.23: Putting It Together- Product Marketing
14.24: Discussion- Product Strategy
14.25: Reading- Defining Product
14.26: Reading- Consumer Product Categories
14.27: Reading- Products and Services
14.28: Reading- Augmenting Products with Services
14.29: Reading- Product Marketing in the Marketing Mix
14.30: Self Check- Products and Marketing Mix
14.31: Outcome- Product Life Cycle
15: Channels of Distribution
15.01: Outcome- Managing Distribution Channels
15.02: Reading- Optimizing Channels
15.03: Reading- Third-Party Sales
15.04: Reading- Service Outputs
15.05: Self Check- Managing Distribution Channels
15.06: Outcome- Retailers As Channels of Distribution
15.07: Reading- Define Retailing
15.08: Reading- Types of Retailers
15.09: Reading- Retail Strategy
15.10: Self Check- Retailers As Channels of Distribution
15.11: Why It Matters- Place- Distribution Channels
15.12: Outcome- Integrated Supply Chain Management and the Distribution Strategy
15.13: Reading- Components of a Supply Chain
15.14: Reading- Integrated Supply Chain Management
15.15: Reading- Supply Chain and Channel Strategy
15.16: Self Check- Integrated Supply Chain Management and the Distribution Strategy
15.17: Putting It Together- Place- Distribution Channels
15.18: Discussion- Distribution Strategy
15.19: Outcome- Using Channels of Distribution
15.20: Reading- Define Channels of Distribution
15.21: Reading- Distribution Objectives
15.22: Reading- Channel Structures
15.23: Reading- The Role of Intermediaries
15.24: Reading- Marketing Channels vs. Supply Chains
15.25: Simulation- Distribution
15.26: Self Check- Using Channels of Distribution
04: Promotion and Pricing
16: The Promotional Mix
16.01: Reading- Determining IMC Objectives and Approach
16.02: Video- Prioritizing Marketing Communications
16.03: Self Check- Determining IMC Objectives and Approach
16.04: Outcome- Marketing Communication Methods
16.05: Reading- Advertising
16.06: Reading- Public Relations
16.07: Reading- Sales Promotions
16.08: Reading- Personal Selling
16.09: Reading- Direct Marketing
16.10: Reading- Digital Marketing
16.11: Why It Matters- Promotion- Integrated Marketing Communication (IMC)
16.12: Reading- Guerrilla Marketing
16.13: Simulation- IMC Hero
16.14: Self Check- Marketing Communication Methods
16.15: Outcome- Using IMC in the Sales Process
16.16: Reading- Using IMC in the Sales Process
16.17: Self Check- Using IMC in the Sales Process
16.18: Outcome- Customer Relationship Management (CRM) Systems and IMC
16.19: Reading- Customer Relationship Management (CRM) Systems and IMC
16.20: Self Check- Customer Relationship Management (CRM) Systems and IMC
16.21: Outcome- Measuring Marketing Communication Effectiveness
16.22: Outcome- Integrated Marketing Communication (IMC) Definition
16.23: Reading- Measuring Marketing Communication Effectiveness
16.24: Self Check- Measuring Marketing Communication Effectiveness
16.25: Outcome- Developing a Marketing Campaign and Budget
16.26: Reading- Developing a Marketing Campaign and Budget
16.27: Self Check- Developing a Marketing Campaign and Budget
16.28: Putting It Together- Promotion- Integrated Marketing Communication (IMC)
16.29: Discussion- Marketing Campaign Concept
16.30: Assignment- Complete Marketing Plan
16.31: Reading- Integrated Marketing Communication (IMC) Definition
16.32: Reading- Marketing Campaigns and IMC
16.33: Self Check- Integrated Marketing Communication (IMC) Definition
16.34: Outcome- Defining the Message
16.35: Reading- Defining the Message
16.36: Self Check- Defining the Message
16.37: Outcome- Determining IMC Objectives and Approach
17: Public Relations and Social Media
17.01: Public Relations Activities and Tools
17.02: Social Media
17.03: Discussion Questions and Activities
18: Professional Selling
18.01: The Role Professional Salespeople Play
18.02: Customer Relationships and Selling Strategies
18.03: Sales Metrics (Measures)
18.04: Ethics in Sales and Sales Management
18.05: Integrating Sales and Marketing
18.06: Outsourcing the Sales Function
18.07: Discussion Questions and Activities
19: Pricing Strategies and Concepts
19.01: Reading- Competitor Impact on Pricing
19.02: Reading- Benefits of Value-Based Pricing
19.03: Self Check- Pricing Considerations
19.04: Outcome- Common Pricing Strategies
19.05: Reading- Skim Pricing
19.06: Reading- Penetration Pricing
19.07: Reading- Cost-Oriented Pricing
19.08: Reading- Discounting Strategies
19.09: Self Check- Common Pricing Strategies
19.10: Outcome- Price Elasticity
19.11: Why It Matters- Pricing Strategies
19.12: Video- Elasticity of Demand
19.13: Reading- Elasticity and Price Changes
19.14: Reading- Products with Elastic and Inelastic Demand
19.15: Simulation- Demand for Food Trucks
19.16: Self Check- Price Elasticity
19.17: Outcome- Competitive Bidding
19.18: Reading- Competitive Bidding
19.19: Reading- Price in the Competitive Bid
19.20: Self Check- Competitive Bidding
19.21: Putting It Together- Pricing Strategies
19.22: Outcome- Pricing Impact on Value of Products or Services
19.23: Discussion- Pricing Strategy
19.24: Reading- Demonstrating Customer Value
19.25: Reading- The Psychology of Pricing
19.26: Video- Value in Branded Eyewear
19.27: Self Check- Pricing Impact on Value of Products or Services
19.28: Outcome- Pricing Considerations
19.29: Reading- Pricing Objectives
19.30: Reading- Break-Even Pricing