Marketing

Chapter 1: Introduction to Marketing

• Introduction to Marketing
• Evolution of the Marketing Orientation
• Contemporary Relationship Marketing
• Value-Based Marketing
• The Importance of Marketing
• Evaluating Marketing Performance

Chapter 2: Marketing Strategies and Planning

• Strategic Views
• Introducing the Marketing Plan
• Overview of Forecasting
• Steps to Creating a Marketing Plan

Chapter 3: The Marketing Environment

• The Marketing Environment
• Internal Factors
• External Factors
• Technology

Chapter 4: Consumer Marketing

• Introduction to Consumers
• The Market Research Process
• Technology to Assist Market Research
• Market Segmentation
• Identification of Target Markets
• Conducting a Segmentation
• Competitive Perceptual Positioning
• The Consumer Decision Process
• Influences of Personality on the Consumer Decision Process
• Social Influences on the Consumer Decision Process
• Consumer Experience

Chapter 5: Business-to-Business Marketing

• Business Markets
• Business Customers
• The Business Buying Decision Process

Chapter 6: Services Marketing

• The Importance of Services
• Services versus Products
• Marketing Mixes for Services

Chapter 7: Global Marketing

• Introduction to Global Marketing
• Important International Bodies and Agreements
• Global Marketing Mix

Chapter 8: Pricing

• Introduction to Price
• Competitive Dynamics and Pricing
• Demand Analysis
• Inputs to Pricing Decisions
• Pricing Objectives
• General Pricing Strategies
• Specific Pricing Strategies
• Pricing Tactics
• Pricing Legal Concerns

Chapter 9: Products

• What Is a Product?
• Types of Products
• Product Line and Product Mix
• Product Life Cycles
• Managing Existing Products
• New Product Development
• Differentiating Factors in Product Design
• The Spread of New Products

Chapter 10: Branding and Packaging

• Branding
• Packaging

Chapter 11: Marketing Channels

• Marketing Channels in the Supply Chain
• Channel Intermediaries
• Channel Structures
• Channel Strategy Decisions
• Marketing Channel Relationships

Chapter 12: Integrated Marketing Communications

• Introduction to Integrated Marketing Communications
• Understanding Promotion
• The Promotion Mix
• Selecting the Promotion Mix for a Particular Product
• Integrated Marketing Communications

Chapter 13: Advertising and Public Relations

• Types of Advertising
• Impacts of Advertising
• The Advertising Campaign
• Public Relations

Chapter 14: Personal Selling and Sales Promotion

• Personal Selling
• The Personal Selling Process
• Selling Roles
• Types of Selling
• Managing the Sales Force
• Sales Promotion
• Promotion Methods in Consumer Sales

Chapter 15: Social Media Marketing

• Introduction to Social Media and Digital Marketing
• Social Media and Technology Trends
• Marketing Research and Consumer-Created Content

Chapter 16: Social Responsibility and Ethics in Marketing

• Overview of Ethics
• Ethics in Marketing
• Corporate Social Responsibility
• Including Ethics in Strategic Planning

Chapter 17: Introduction to Nonprofit Marketing

• Nonprofit Marketing