Nguồn ngoài

Introduction to Marketing

This textbook introduces marketing as a strategic, customer-centered process for creating and delivering value. It covers consumer and business buying behavior, segmentation and positioning, product development, channels and supply chains, marketing research, integrated communications, selling, pricing, and customer loyalty, concluding with practical guidance on building and evaluating an effective marketing plan.

Business

Tác giả: Milledge Mosby Jr.
Nhà xuất bản: Prince George's Community College
Nguồn: LibreTexts
Giấy phép: CC BY-NC-SA
Ngôn ngữ: EN
Danh mục: Marketing

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Mục lục· 98 mục

01: What is Marketing
1.01: Defining Marketing
1.02: Who Does Marketing
1.03: Why Study Marketing
1.04: Themes and Organization of This Book
1.05: Discussion Questions and Activities
02: Strategic Planning
2.01: The Value Proposition
2.02: Components of the Strategic Planning Process
2.03: Developing Organizational Objectives and Formulating Strategies
2.04: Where Strategic Planning Occurs within Firms
2.05: Strategic Portfolio Planning Approaches
2.06: Discussion Questions and Activities
03: Consumer Behavior- How People Make Buying Decisions
3.01: Factors That Influence Consumers Buying Behavior
3.02: Low-Involvement Versus High-Involvement Buying Decisions and the Consumers Decision-Making Process
3.03: Discussion Questions and Activities
04: Business Buying Behavior
4.01: The Characteristics of Business-to-Business (B2B) Markets
4.02: Types of B2B Buyers
4.03: Buying Centers
4.04: Stages in the B2B Buying Process and B2B Buying Situations
4.05: International B2B Markets and E-commerce
4.06: Ethics in B2B Markets
4.07: Discussion Questions and Activities
05: Market Segmenting Targeting and Positioning
5.01: Targeted Marketing versus Mass Marketing
5.02: How Markets Are Segmented
5.03: Selecting Target Markets and Target-Market Strategies
5.04: Positioning and Repositioning Offerings
5.05: Discussion Questions and Activities
06: Creating Offerings
6.01: What Composes an Offering
6.02: Types of Consumer Offerings
6.03: Types of Business-to-Business (B2B) Offerings
6.04: Branding Labeling and Packaging
6.05: Managing the Offering
6.06: Discussion Questions and Activities
07: Developing and Managing Offerings
7.01: The New Offering Development Process
7.02: Discussion Questions and Activities
7.03: Managing New Products- The Product Life Cycle
08: Using Marketing Channels to Create Value for Customers
8.01: Marketing Channels and Channel Partners
8.02: Typical Marketing Channels
8.03: Functions Performed by Channel Partners
8.04: Marketing Channel Strategies
8.05: Channel Dynamics
8.06: Discussion Questions and Activities
09: Using Supply Chains to Create Value for Customers
9.01: Sourcing and Procurement
9.02: Demand Planning and Inventory Control
9.03: Warehousing and Transportation
9.04: Track and Trace Systems and Reverse Logistics
9.05: Discussion Questions and Activities
10: Gathering and Using Information- Marketing Research and Market Intelligence
10.01: Marketing Information Systems
10.02: Steps in the Marketing Research Process
10.03: Discussion Questions and Activities
11: Integrated Marketing Communications and the Changing Media Landscape
11.01: Integrated Marketing Communications (IMC)
11.02: The Promotion (Communication) Mix
11.03: Factors Influencing the Promotion Mix Communication Process and Message Problems
11.04: Advertising and Direct Marketing
11.05: Message Strategies
11.06: The Promotion Budget
11.07: Sales Promotions
11.08: Discussion Questions and Activities
12: Public Relations Social Media and Sponsorships
12.01: Public Relations Activities and Tools
12.02: Social Media
12.03: Discussion Questions and Activities
13: Professional Selling
13.01: The Role Professional Salespeople Play
13.02: Customer Relationships and Selling Strategies
13.03: Sales Metrics (Measures)
13.04: Ethics in Sales and Sales Management
13.05: Integrating Sales and Marketing
13.06: Outsourcing the Sales Function
13.07: Discussion Questions and Activities
14: Customer Satisfaction Loyalty and Empowerment
14.01: Customer Communities
14.02: Loyalty Management
14.03: Customer Satisfaction
14.04: Ethics Laws and Customer Empowerment
14.05: Discussion Questions and Activities
15: Price the Only Revenue Generator
15.01: The Pricing Framework and a Firms Pricing Objectives
15.02: Factors That Affect Pricing Decisions
15.03: Pricing Strategies
15.04: Discussion Questions and Activities
16: The Marketing Plan
16.01: Marketing Planning Roles
16.02: Functions of the Marketing Plan
16.03: Forecasting
16.04: Ongoing Marketing Planning and Evaluation
16.05: Discussion Questions and Activities
16.06: 16. The Marketing Plan