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Principles of Marketing

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Principles of Marketing

Designed to teach students the foundational principles of marketing in the digital age, this textbook explores the marketing environment, consumer and market segmentation, product management and innovation, pricing models and distribution logistics, integrated promotional strategy, and the post-launch performance. Students add to a Go-To-Market Playbook throughout the text to practice the concepts.

Business
Author
Brad Zima
Publisher
Northeast Wisconsin Technical College
Source
LibreTexts
License
CC BY
Language
EN
Category
Marketing
Read online Download PDF (open licence)
Contents· 30 sections
  1. 01: The Marketing Environment
  2. 1.01: Foundations of Value-Exchange and Marketing Mindsets
  3. 1.02: Business Intelligence - Navigating Primary and Secondary Data
  4. 1.03: Actionable SWOT Analysis vs. General Observations
  5. 1.04: Synthesizing Environmental Data into a Situation Analysis Report
  6. 02: Understanding the Consumer Buying Journey and Market Segmentation
  7. 2.01: The Consumer Buying Journey (High vs. Low Involvement)
  8. 2.02: Internal and External Influences on Consumer Choice
  9. 2.03: The Four Bases of Market Segmentation
  10. 2.04: Targeting and Developing Actionable Customer Personas
  11. 2.05: Strategic Differentiation- Perceptual Mapping and Positioning Statements
  12. 03: Product Strategy and the Total Offer
  13. 3.01: Addressing Market Needs via Feature-to-Benefit Translation
  14. 3.02: The Total Product Offer (Core Actual and Augmented Levels)
  15. 3.03: Strategic Adjustments across the Product Life Cycle (PLC)
  16. 3.04: Product Innovation and the Unique Value Proposition (UVP)
  17. 04: Pricing Models and Distribution (Place)
  18. 4.01: The Architecture of Price and Strategic Pricing Models
  19. 4.02: Market Math Breaking Even and Calculating Profit
  20. 4.03: Mapping the Distribution Path (Place)
  21. 4.04: Price and Place - Your Decision
  22. 05: Integrated Promotional Strategy
  23. 5.01: Modern Media Architecture- The PESO Model
  24. 5.02: Persuasive Messaging via the AIDA Framework
  25. 5.03: Budget Allocation and Promotional Tool Selection
  26. 5.04: Designing the Integrated Marketing Communications (IMC) Plan
  27. 06: Post-Launch Performance and Finalizing your Go-To-Market Playbook
  28. 6.01: Marketing Analytics Key Performance Indicators (KPIs) and Data Operations
  29. 6.02: Quantifying Success - Establishing SMART Marketing Objectives and KPI Mapping
  30. 6.03: Executive Delivery- Synthesizing Research for Stakeholders