Title: Principles of Marketing

Preface
Chapter 1
  1 Unit Introduction
  1 In The Spotlight
  1 1 Marketing And The Marketing Process
  1 2 The Marketing Mix And The 4ps Of Marketing
  1 3 Factors Comprising And Affecting The Marketing Environment
  1 4 Evolution Of The Marketing Concept
  1 5 Determining Consumer Needs And Wants
  1 6 Customer Relationship Management Crm
  1 7 Ethical Marketing
  1 Chapter Summary
  1 Key Terms
  1 Applied Marketing Knowledge Discussion Questions
  1 Critical Thinking Exercises
  1 Building Your Personal Brand
  1 What Do Marketers Do
  1 Marketing Plan Exercise
  1 Closing Company Case
  1 References
  Chapter 1
Chapter 2
  2 In The Spotlight
  2 1 Developing A Strategic Plan
  2 2 The Role Of Marketing In The Strategic Planning Process
  2 3 Purpose And Structure Of The Marketing Plan
  2 4 Marketing Plan Progress Using Metrics
  2 5 Ethical Issues In Developing A Marketing Strategy
  2 Chapter Summary
  2 Key Terms
  2 Applied Marketing Knowledge Discussion Questions
  2 Critical Thinking Exercises
  2 Building Your Personal Brand
  2 What Do Marketers Do
  2 Marketing Plan Exercise
  2 Closing Company Case
  2 References
  Chapter 2
Chapter 3
  2 Unit Introduction
  3 In The Spotlight
  3 1 Understanding Consumer Markets And Buying Behavior
  3 2 Factors That Influence Consumer Buying Behavior
  3 3 The Consumer Purchasing Decision Process
  3 4 Ethical Issues In Consumer Buying Behavior
  3 Chapter Summary
  3 Key Terms
  3 Applied Marketing Knowledge Discussion Questions
  3 Critical Thinking Exercises
  3 Building Your Personal Brand
  3 What Do Marketers Do
  3 Closing Company Case
  3 References
  Chapter 3
Chapter 4
  4 In The Spotlight
  4 1 The Business To Business B2b Market
  4 2 Buyers And Buying Situations In A B2b Market
  4 3 Major Influences On B2b Buyer Behavior
  4 4 Stages In The B2b Buying Process
  4 5 Ethical Issues In B2b Marketing
  4 Chapter Summary
  4 Key Terms
  4 Applied Marketing Knowledge Discussion Questions
  4 Critical Thinking Exercises
  4 Building Your Personal Brand
  4 What Do Marketers Do
  4 Closing Company Case
  4 References
  Chapter 4
Chapter 5
  5 In The Spotlight
  5 1 Market Segmentation And Consumer Markets
  5 2 Segmentation Of B2b Markets
  5 3 Segmentation Of International Markets
  5 4 Essential Factors In Effective Market Segmentation
  5 5 Selecting Target Markets
  5 6 Product Positioning
  5 7 Ethical Concerns And Target Marketing
  5 Chapter Summary
  5 Key Terms
  5 Applied Marketing Knowledge Discussion Questions
  5 Critical Thinking Exercises
  5 Building Your Personal Brand
  5 What Do Marketers Do
  5 Marketing Plan Exercise
  5 Closing Company Case
  5 References
  Chapter 5
Chapter 6
  6 In The Spotlight
  6 1 Marketing Research And Big Data
  6 2 Sources Of Marketing Information
  6 3 Steps In A Successful Marketing Research Plan
  6 4 Ethical Issues In Marketing Research
  6 Chapter Summary
  6 Key Terms
  6 Applied Marketing Knowledge Discussion Questions
  6 Critical Thinking Exercises
  6 Building Your Personal Brand
  6 What Do Marketers Do
  6 Marketing Plan Exercise
  6 Closing Company Case
  6 References
  Chapter 6
Chapter 7
  7 In The Spotlight
  7 1 The Global Market And Advantages Of International Trade
  7 2 Assessment Of Global Markets For Opportunities
  7 3 Entering The Global Arena
  7 4 Marketing In A Global Environment
  7 5 Ethical Issues In The Global Marketplace
  7 Chapter Summary
  7 Key Terms
  7 Applied Marketing Knowledge Discussion Questions
  7 Critical Thinking Exercises
  7 Building Your Personal Brand
  7 What Do Marketers Do
  7 Closing Company Case
  7 References
  Chapter 7
Chapter 8
  8 In The Spotlight
  8 1 Strategic Marketing Standardization Versus Adaptation
  8 2 Diversity And Inclusion Marketing
  8 3 Multicultural Marketing
  8 4 Marketing To Hispanic Black And Asian Consumers
  8 5 Marketing To Sociodemographic Groups
  8 6 Ethical Issues In Diversity Marketing
  8 Chapter Summary
  8 Key Terms
  8 Applied Marketing Knowledge Discussion Questions
  8 Critical Thinking Exercises
  8 Building Your Personal Brand
  8 What Do Marketers Do
  8 Closing Company Case
  8 References
  Chapter 8
Chapter 9
  3 Unit Introduction
  9 In The Spotlight
  9 1 Products Services And Experiences
  9 2 Product Items Product Lines And Product Mixes
  9 3 The Product Life Cycle
  9 4 Marketing Strategies At Each Stage Of The Product Life Cycle
  9 5 Branding And Brand Development
  9 6 Forms Of Brand Development Brand Loyalty And Brand Metrics
  9 7 Creating Value Through Packaging And Labeling
  9 8 Environmental Concerns Regarding Packaging
  9 9 Ethical Issues In Packaging
  9 Chapter Summary
  9 Key Terms
  9 Applied Marketing Knowledge Discussion Questions
  9 Critical Thinking Exercises
  9 Building Your Personal Brand
  9 What Do Marketers Do
  9 Marketing Plan Exercise
  9 Closing Company Case
  9 References
  Chapter 9
Chapter 10
  10 In The Spotlight
  10 1 New Products From A Customers Perspective
  10 2 Stages Of The New Product Development Process
  10 3 The Use Of Metrics In Evaluating New Products
  10 4 Factors Contributing To The Success Or Failure Of New Products
  10 5 Stages In The Consumer Adoption Process For New Products
  10 6 Ethical Considerations In New Product Development
  10 Chapter Summary
  10 Key Terms
  10 Applied Marketing Knowledge Discussion Questions
  10 Critical Thinking Exercises
  10 Building Your Personal Brand
  10 What Do Marketers Do
  10 Closing Company Case
  10 References
  Chapter 10
Chapter 11
  11 In The Spotlight
  11 1 Classification Of Services
  11 2 The Service Profit Chain Model And The Service Marketing Triangle
  11 3 The Gap Model Of Service Quality
  11 4 Ethical Considerations In Providing Services
  11 Chapter Summary
  11 Key Terms
  11 Applied Marketing Knowledge Discussion Questions
  11 Critical Thinking Exercises
  11 Building Your Personal Brand
  11 What Do Marketers Do
  11 Closing Company Case
  11 References
  Chapter 11
Chapter 12
  12 In The Spotlight
  12 1 Pricing And Its Role In The Marketing Mix
  12 2 The Five Critical Cs Of Pricing
  12 3 The Five Step Procedure For Establishing Pricing Policy
  12 4 Pricing Strategies For New Products
  12 5 Pricing Strategies And Tactics For Existing Products
  12 6 Ethical Considerations In Pricing
  12 Chapter Summary
  12 Key Terms
  12 Applied Marketing Knowledge Discussion Questions
  12 Critical Thinking Exercises
  12 Building Your Personal Brand
  12 What Do Marketers Do
  12 Marketing Plan Exercise
  12 Closing Company Case
  12 References
  Chapter 12
Chapter 13
  13 In The Spotlight
  13 1 The Promotion Mix And Its Elements
  13 2 The Communication Process
  13 3 Integrated Marketing Communications
  13 4 Steps In The Imc Planning Process
  13 5 Ethical Issues In Marketing Communication
  13 Chapter Summary
  13 Key Terms
  13 Applied Marketing Knowledge Discussion Questions
  13 Critical Thinking Exercises
  13 Building Your Personal Brand
  13 What Do Marketers Do
  13 Marketing Plan Exercise
  13 Closing Company Case
  13 References
  Chapter 13
Chapter 14
  14 In The Spotlight
  14 1 Advertising In The Promotion Mix
  14 2 Major Decisions In Developing An Advertising Plan
  14 3 The Use Of Metrics To Measure Advertising Campaign Effectiveness
  14 4 Public Relations And Its Role In The Promotion Mix
  14 5 The Advantages And Disadvantages Of Public Relations
  14 6 Ethical Concerns In Advertising And Public Relations
  14 Chapter Summary
  14 Key Terms
  14 Applied Marketing Knowledge Discussion Questions
  14 Critical Thinking Exercises
  14 Building Your Personal Brand
  14 What Do Marketers Do
  14 Closing Company Case
  14 References
  Chapter 14
Chapter 15
  15 In The Spotlight
  15 1 Personal Selling And Its Role In The Promotion Mix
  15 2 Classifications Of Salespeople Involved In Personal Selling
  15 3 Steps In The Personal Selling Process
  15 4 Management Of The Sales Force
  15 5 Sales Promotion And Its Role In The Promotion Mix
  15 6 Main Types Of Sales Promotion
  15 7 Ethical Issues In Personal Selling And Sales Promotion
  15 Chapter Summary
  15 Key Terms
  15 Applied Marketing Knowledge Discussion Questions
  15 Critical Thinking Exercises
  15 Building Your Personal Brand
  15 What Do Marketers Do
  15 Closing Company Case
  15 References
  Chapter 15
Chapter 16
  16 In The Spotlight
  16 1 Traditional Direct Marketing
  16 2 Social Media And Mobile Marketing
  16 3 Metrics Used To Evaluate The Success Of Online Marketing
  16 4 Ethical Issues In Digital Marketing And Social Media
  16 Chapter Summary
  16 Key Terms
  16 Applied Marketing Knowledge Discussion Questions
  16 Critical Thinking Exercises
  16 Building Your Personal Brand
  16 What Do Marketers Do
  16 Closing Company Case
  16 References
  Chapter 16
Chapter 17
  17 In The Spotlight
  17 1 The Use And Value Of Marketing Channels
  17 2 Types Of Marketing Channels
  17 3 Factors Influencing Channel Choice
  17 4 Managing The Distribution Channel
  17 5 The Supply Chain And Its Functions
  17 6 Logistics And Its Functions
  17 7 Ethical Issues In Supply Chain Management
  17 Chapter Summary
  17 Key Terms
  17 Applied Marketing Knowledge Discussion Questions
  17 Critical Thinking Exercises
  17 Building Your Personal Brand
  17 What Do Marketers Do
  17 Marketing Plan Exercise
  17 Closing Company Case
  17 References
  Chapter 17
Chapter 18
  18 In The Spotlight
  18 1 Retailing And The Role Of Retailers In The Distribution Channel
  18 2 Major Types Of Retailers
  18 3 Retailing Strategy Decisions
  18 4 Recent Trends In Retailing
  18 5 Wholesaling
  18 6 Recent Trends In Wholesaling
  18 7 Ethical Issues In Retailing And Wholesaling
  18 Chapter Summary
  18 Key Terms
  18 Applied Marketing Knowledge Discussion Questions
  18 Critical Thinking Exercises
  18 Building Your Personal Brand
  18 What Do Marketers Do
  18 Marketing Plan Exercise
  18 Closing Company Case
  18 References
  Chapter 18
Chapter 19
  19 In The Spotlight
  19 1 Sustainable Marketing
  19 2 Traditional Marketing Versus Sustainable Marketing
  19 3 The Benefits Of Sustainable Marketing
  19 4 Sustainable Marketing Principles
  19 5 Purpose Driven Marketing
  19 Chapter Summary
  19 Key Terms
  19 Applied Marketing Knowledge Discussion Questions
  19 Critical Thinking Exercises
  19 Building Your Personal Brand
  19 References
  Chapter 19
  Index