Marketing

Licensing Information

This text was adapted by #OpenCourseWare under an Attribution-ShareAlike 4.0 International (CC BY-SA 4.0)

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