Principles of Marketing

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Principles of Marketing

  1. Chapters 1-4
    1. Chapter 1. What Is Marketing?
      1. 1.1 Defining Marketing
        1. Value
          1. The personal value equation
          2. What era we’re in now?
          3. Marketing concept
        2. Communicating Offerings
        3. Creating Offerings That Have Value
        4. Delivering Offerings
        5. Exchanging Offerings
        6. KEY TAKEAWAY
        7. REVIEW QUESTIONS
      2. 1.3 Why Study Marketing?
        1. Marketing Offers People Career Opportunities
        2. Marketing Delivers Value
        3. Marketing Costs Money
        4. Marketing Benefits Society
        5. KEY TAKEAWAY
        6. REVIEW QUESTIONS
      3. 1.2 Who Does Marketing?
        1. Individuals
        2. For-Profit Companies
        3. Nonprofit Organizations
        4. KEY TAKEAWAY
        5. REVIEW QUESTIONS
      4. 1.4 Themes and Organization of This Book
        1. Figure 1.4 Mission Statement of Deere and Company
        2. The Marketing Plan
        3. Mission statements from other companies.
        4. Everything Starts with Customers
        5. Figure 1.5 Steps in Creating a Marketing Plan
        6. The Changing Marketing Environment
        7. KEY TAKEAWAY
        8. REVIEW QUESTIONS
      5. 1.5.1 Discussion Questions
      6. 1.5.2 Activities
    2. Chapter 3 Consumer Behavior: How People Make Buying Decisions
      1. 3.3 Personal Factors That Affect People’s Buying Behavior
        1. The Consumer’s Personality
        2. The Consumer’s Gender
        3. The Consumer’s Self-Concept
        4. The Consumer’s Age and Stage of Life
        5. The Consumer’s Lifestyle
        6. Audio Clip: Approach Procter & Gamble takes to understand customers
        7. KEY TAKEAWAY
        8. REVIEW QUESTIONS
      2. 3.1 The Consumer’s Decision-Making Process
        1. Stages in the Buying Process
          1. Stage 3. Product Evaluation
          2. Stage 1. Need Recognition
          3. Stage 4. Product Choice and Purchase
          4. Stage 5. Postpurchase Use and Evaluation
          5. Stage 2. Search for Information
          6. Stage 6. Disposal of the Product
        2. Low-Involvement versus High-Involvement Buying Decisions
        3. Figure 3.2 Stages in the Consumer’s Purchasing Process
        4. KEY TAKEAWAY
        5. REVIEW QUESTIONS
      3. 3.4 Psychological Factors That Affect People’s Buying Behavior
        1. Consumer’s Attitude
        2. The Consumer’s Perception
        3. Motivation
        4. Learning
        5. KEY TAKEAWAY
        6. REVIEW QUESTIONS
      4. 3.2 Situational Factors That Affect People’s Buying Behavior
        1. The Consumer’s Social Situation
        2. The Reason for the Consumer’s Purchase
        3. The Consumer’s Time Situation
        4. The Consumer’s Physical Situation
        5. The Consumer’s Mood
        6. KEY TAKEAWAY
        7. REVIEW QUESTIONS
      5. 3.5 Societal Factors That Affect People’s Buying Behavior
        1. The Consumer’s Subculture(s)
        2. Table 3.1 Social Classes and Buying Patterns: An Example
        3. The Consumer’s Social Class
        4. Reference Groups and Opinion Leaders
        5. The Consumer’s Family
        6. The Consumer’s Culture
        7. KEY TAKEAWAY
        8. REVIEW QUESTIONS
      6. 3.6.1 Discussion Questions
      7. 3.6.2 Activities
    3. Chapter 2 Strategic Planning
      1. 2.4 Developing Organizational Objectives and Formulating Strategies
        1. Formulating Strategies
          1. Market penetration strategies
          2. Product development strategies
          3. Franchising
          4. Figure 2.13
          5. Market development strategies
          6. Joint ventures
          7. Contract manufacturing
          8. Direct investment
          9. Figure 2.14 Market Entry Methods
          10. Diversification strategies
        2. Figure 2.12 Product and Market Entry Strategies
        3. KEY TAKEAWAY
        4. REVIEW QUESTIONS
      2. 2.2 Where Strategic Planning Occurs within Firms
        1. The strategies and actions implemented at the functional (department) level
        2. Figure 2.2
        3. Figure 2.4
        4. Figure 2.3 Strategic Planning Levels in an Organization
        5. KEY TAKEAWAY
        6. REVIEW QUESTIONS
      3. 2.1 The Value Proposition
        1. Target markets
        2. Figure 2.1
        3. KEY TAKEAWAY
        4. REVIEW QUESTIONS
      4. 2.3 Components of the Strategic Planning Process
        1. Conducting a SWOT Analysis
        2. Assessing the Internal Environment
        3. Figure 2.6 Elements of a SWOT Analysis
        4. Conducting a Situation Analysis
        5. Assessing the External Environment
          1. Figure 2.7 Five Forces Model
          2. Competitive Analysis
          3. Figure 2.8
          4. Suppliers
          5. Technology
          6. The Social and Cultural Environment
          7. The Political and Legal Environment
          8. The Economic Environment
          9. The Competitive Environment
          10. Natural Resources
        6. The Mission Statement
        7. KEY TAKEAWAY
        8. REVIEW QUESTIONS
      5. 2.5 Strategic Portfolio Planning Approaches
        1. The General Electric Approach
        2. Figure 2.16 The General Electric (GE) Approach
        3. The Boston Consulting Group Matrix
        4. The Boston Consulting Group Matrix
          1. Stars
          2. Questions Marks or Problem Children
          3. Cash Cows
          4. Dogs
          5. The Boston Consulting Group Matrix
          6. The BCG matrix
        5. KEY TAKEAWAY
        6. REVIEW QUESTIONS
      6. 2.6.1 Discussion Questions
      7. 2.6.1 Activities
    4. Chapter 4 Business Buying Behavior
      1. 4.2 Types of B2B Buyers
        1. Producers
        2. Governments
        3. Resellers
        4. Institutions
        5. Figure 4.2
        6. Who Makes the Purchasing Decisions in Business Markets?
        7. KEY TAKEAWAY
        8. REVIEW QUESTIONS
      2. 4.4 Stages in the B2B Buying Process and B2B Buying Situations
        1. Stages in the B2B Buying Process
          1. 3. Potential suppliers are searched for.
          2. 4. Qualified suppliers are asked to complete responses to requests for proposal (RFPs).
          3. 1. A need is recognized.
          4. 2. The need is described and quantified.
          5. 5. The proposals are evaluated and supplier(s) selected.
          6. Figure 4.6 Product Specifications Developed for a B2B Purchase: An Example
          7. 6. An order routine is established.
          8. 7. A postpurchase evaluation is conducted and the feedback provided to the vendor.
          9. Figure 4.7 A Scorecard Used to Evaluate RFPs
        2. Types of B2B Buying Situations
        3. KEY TAKEAWAY
        4. REVIEW QUESTIONS
      3. 4.3 Buying Centers
        1. Other Players
          1. Gatekeepers
          2. Users
          3. Deciders
          4. Influencers
        2. The Duties of Professional Buyers
        3. The Interpersonal and Personal Dynamics of B2B Marketing
        4. KEY TAKEAWAY
        5. REVIEW QUESTIONS
      4. 4.1 The Characteristics of Business-to-Business (B2B) Markets
        1. Table 4.2 Business-to-Consumer Markets versus Business-to-Business Markets: How They Compare
        2. The Demand for B2B Products
        3. Table 4.1 Top Five Corporations Worldwide in Terms of Their Revenues
        4. KEY TAKEAWAY
        5. REVIEW QUESTIONS
      5. 4.5 International B2B Markets and E-commerce
        1. Figure 4.9
        2. Figure 4.10 An Example of a Sell-Side B2B Web site
        3. Types of B2B Web Sites
        4. Things have changed
        5. ​B2B auctions
        6. Pricing in E-commerce Markets
        7. Figure 4.11
        8. B2B E-Commerce
        9. KEY TAKEAWAY
        10. REVIEW QUESTIONS
      6. 4.6 Ethics in B2B Markets
        1. What is ethical and what is not is often not clear-cut.
        2. Companies want to do business with firms that are responsible
        3. Figure 4.12
        4. KEY TAKEAWAY
        5. REVIEW QUESTIONS
        6. Table 4.3 Transparency International’s Bribe Payers Index, 2008
      7. 4.7.1 Discussion Questions
      8. 4.7.2 Activities
  2. Chapters 9-12
    1. Chapter 11
      1. 11.1 Integrated Marketing Communications (IMC) and New Media
      2. 11.3 The Promotion Mix, Communication, and Buyers’ Perceptions
        1. Perceptual Processes
        2. The Promotion Mix
        3. Figure 11.6 Factors That Influence Selection of Promotion Mix
          1. Availability of media.
          2. Push versus pull strategy.
          3. Budget Available
          4. Stage in the product life cycle.
          5. Consumers’ preferences for various media.
          6. Regulations, competitors, and environmental factors.
          7. Type of product and type of purchase decision.
          8. Target market characteristics and consumers’ readiness to purchase.
        4. The Communication Process
          1. Figure 11.7 The Communication Process
          2. Interference
          3. Feedback
        5. KEY TAKEAWAY
        6. REVIEW QUESTIONS
      3. 11.2 The Promotion (Communication) Mix
        1. Trade promotions
        2. Direct marketing
        3. Personal selling
        4. Telemarketing
        5. Advertising
        6. Vehicle
        7. Public relations (PR)
        8. Sales promotions
        9. Direct mail
        10. Direct response advertising
        11. KEY TAKEAWAY
        12. REVIEW QUESTIONS
      4. 11.4 Message Strategies
        1. The Organization’s Promotion Objectives
        2. Figure 11.8
        3. Message Characteristics
        4. Utilizing a Product’s Unique Selling Proposition (USP)
        5. KEY TAKEAWAY
        6. REVIEW QUESTIONS
      5. 11.5 The Promotion Budget
        1. KEY TAKEAWAY
        2. REVIEW QUESTIONS
        3. Part of the budgeting process
        4. Figure 11.11
        5. Competitive parity
        6. Objective and task method
        7. Mobile marketing
        8. Percentage of last year’s sales
        9. Affordable method
      6. 11.6.1 Discussion Questions
      7. 11.6.2 Activities
    2. Chapter 9 Using Supply Chains to Create Value for Customers
      1. 9.3 Warehousing and Transportation
        1. Warehousing
          1. How Warehouses and Distribution Centers Function
          2. Figure 9.11 How Cross-Docking Works
          3. Cross-docking
        2. Transportation
          1. Railroads
          2. Trucks
          3. Pipelines
          4. Air
          5. Water
        3. KEY TAKEAWAY
        4. REVIEW QUESTIONS
      2. 9.1 Sourcing and Procurement
        1. Some of the Ins and Outs of Outsourcing
        2. The Growth of Outsourcing and Offshoring
        3. Figure 9.3 Why Firms Say They Are “Going Green” with Their Supply Chains
        4. Figure 9.2 Percentage of Supply Chain Functions Offshored in 2008 [3]
        5. Social responsibility and environmental sustainability
        6. Matching a Company’s Sourcing Strategies with the Needs of Its Customers
        7. KEY TAKEAWAY
        8. REVIEW QUESTIONS
      3. 9.4 Track and Trace Systems and Reverse Logistics
        1. Reverse Logistics
        2. Track and Trace Systems
        3. KEY TAKEAWAY
        4. REVIEW QUESTIONS
      4. 9.2 Demand Planning and Inventory Control
        1. Inventory Control
        2. Product Tracking
        3. Just-in-Time Inventory Systems
        4. Demand Planning
        5. KEY TAKEAWAY
        6. REVIEW QUESTIONS
      5. 9.5.1 Discussion Questions
      6. 9.5.2 Activities
    3. Chapter 12 Public Relations and Sales Promotions
      1. 12.2 Sales Promotions
        1. Types of Trade Promotions
          1. trade show
          2. Trade allowances
          3. training
          4. product demonstrations
          5. Conventions
          6. Sales contests
          7. Free merchandise
          8. push money
          9. Different types of sales promotions
          10. Figure 12.7 Examples of Sales Promotions
        2. Figure 12.4 A Push versus a Pull Strategy
        3. Types of Consumer Sales Promotions
          1. Coupons
          2. Loyalty programs
          3. Point-of-purchase displays
          4. sample
          5. Contests
          6. premium
          7. Rebates
        4. KEY TAKEAWAY
        5. REVIEW QUESTIONS
      2. 12.1 Public Relations Activities and Tools
        1. Sponsorships
        2. Press Releases
          1. Damage contro
          2. Example 2
          3. An Example of a Press Release to Introduce a New Product
          4. Figure 12.1A Picture of Stubb’s Legendary Kitchen’s “Feed the World Tour”
        3. Product Placements
        4. KEY TAKEAWAY
        5. REVIEW QUESTIONS
      3. 12.3.1 Discussion Questions
      4. 12.3.2 Activities
    4. Chapter 10 Gathering and Using Information: Marketing Research and Market Intelligence
      1. Marketing research can help you with many tasks
      2. 10.2 Steps in the Marketing Research Process
        1. Step 3: Design the Data-Collection Forms
          1. Questionnaire Design
          2. Testing the Questionnaire
        2. Step 1: Define the Problem (or Opportunity)
        3. Step 5: Collect the Data
          1. Collecting International Marketing Research Data
        4. Step 2: Design the Research
          1. Figure 10.7
          2. Table 10.1 Examples of Primary Data Sources versus Secondary Data Sources
          3. Free secondary data
          4. Sources of Secondary Data
          5. Gauging the Quality of Secondary Data
          6. Types of Research Design
            1. Descriptive Research
              1. Physiological measurements
              2. Figure 10.9
            2. Causal Research
            3. exploratory research design
              1. The Basic Steps of Conducting a Focus Group
              2. Projective techniques
              3. case study
              4. Ethnography
              5. depth interview
        5. Stage 7: Write the Research Report and Present Its Findings
        6. KEY TAKEAWAY
        7. REVIEW QUESTIONS
      3. 10.1 Marketing Information Systems
        1. Analytics Software
        2. Marketing information system (MIS)
        3. Audio Clip: Research techniques and methods
        4. Internally Generated Data and Reports
        5. Market Intelligence
          1. Figure 10.4
          2. Is Marketing Research Always Correct?
          3. Trade Shows and Associations
          4. Salespeople
          5. Publications
          6. Suppliers and Industry Experts
          7. Customers
          8. Search Engines and Corporate Web Sites
          9. Can Market Intelligence Be Taken Too Far?
          10. Marketing Research
        6. KEY TAKEAWAY
        7. REVIEW QUESTIONS
      4. Figure 10.1
      5. 10.3.1 Discussion Questions
      6. 10.3.2 Activities
  3. Chapters 5-8
    1. Chapter 8 Using Marketing Channels to Create Value for Customers
      1. 8.1 Marketing Channels and Channel Partners
        1. Figure 8.1 Using Intermediaries to Streamline the Number of Transactions
        2. Types of Channel Partners
          1. Brokers
          2. Manufacturers’ Sales Offices or Branches
          3. Wholesalers
          4. Retailers
          5. Merchant Wholesalers
        3. The marketing environment is always changing
        4. KEY TAKEAWAY
        5. REVIEW QUESTIONS
      2. 8.3 Functions Performed by Channel Partners
        1. Distributing Products
        2. Share Marketing and Other Information
        3. Disseminate Marketing Communications and Promote Brands
        4. Assume Ownership Risk and Extend Credit
        5. Sorting and Regrouping Products
        6. Storing and Managing Inventory
        7. KEY TAKEAWAY
        8. REVIEW QUESTIONS
      3. 8.2 Typical Marketing Channels
        1. Disintermediation
        2. International Marketing Channels
        3. Figure 8.5 Typical Channels in Business-to-Business (B2B) Markets
        4. Figure 8.4 Typical Channels in Business-to-Consumer (B2C) Markets
        5. Marketing channels common in business-to-business (B2B) markets
        6. Multiple Channels and Alternate Channels
        7. KEY TAKEAWAY
        8. REVIEW QUESTIONS
      4. 8.4 Marketing Channel Strategies
        1. Factors That Affect a Product’s Intensity of Distribution
          1. Intensive distribution
          2. Selective distribution
          3. Figure 8.14
          4. Exclusive distribution
          5. Gray market
        2. Channel Selection Factors
          1. Type of Product
          2. The Business Environment and Technology
          3. Channel Partner Capabilities
          4. Type of Customer
          5. Competing Products’ Marketing Channels
        3. KEY TAKEAWAY
        4. REVIEW QUESTIONS
      5. 8.5 Channel Dynamics
        1. Channel Conflict
        2. Figure 8.16
        3. Achieving Channel Cooperation Ethically
        4. Figure 8.17
        5. Vertical versus Horizontal Conflict
        6. Audio Clip: how Procter & Gamble has developed insight about consumers
        7. Channel Integration: Vertical and Horizontal Marketing Systems
        8. Channel Power
        9. KEY TAKEAWAY
        10. REVIEW QUESTIONS
      6. 8.6 Marketing Channels versus Supply Chains
      7. 8.7.1 Discussion Questions
      8. 8.7.2 Activities
    2. Chapter 6 Creating Offerings
      1. 6.3 Types of Business-to-Business (B2B) Offerings
        1. Capital Equipment Offerings
        2. OEM Offerings or Components
        3. Raw Materials Offerings
        4. MRO Offerings
        5. Facilitating Offerings
        6. KEY TAKEAWAY
        7. REVIEW QUESTIONS
      2. 6.1 What Composes an Offering?
        1. The Service-Dominant Approach to Marketing
        2. Product, Price, and Service
        3. Audio Clip: René Guess of Curves International describe her job
        4. The Product-Dominant Approach to Marketing
        5. Figure 6.3
        6. Figure 6.4
        7. Product Levels and Product Lines
        8. KEY TAKEAWAY
        9. REVIEW QUESTIONS
      3. 6.4 Branding, Labeling, and Packaging
        1. Tertiary packaging
        2. Packaging can benefit the customer beyond just protecting the offering
        3. Packaging Decisions
        4. Branding
        5. Primary packaging
        6. Secondary packaging
        7. KEY TAKEAWAY
        8. REVIEW QUESTIONS
      4. 6.2 Types of Consumer Offerings
        1. Shopping Offerings
        2. Unsought Offerings
        3. Specialty Offerings
        4. Convenience Offerings
        5. KEY TAKEAWAY
        6. REVIEW QUESTIONS
      5. 6.5 Managing the Offering
        1. Product manager
        2. Market manager
        3. Category manager
        4. Brand manager
        5. KEY TAKEAWAY
        6. REVIEW QUESTIONS
      6. 6.6.1 Discussion Questions
      7. 6.6.2 Activities
    3. Chapter 5 Market Segmenting, Targeting, and Positioning
      1. 5.4 Positioning and Repositioning Offerings
        1. Perceptual map
        2. Tagline
        3. Repositioning
        4. Figure 5.10 An Example of a Perceptual Map
        5. Figure 5.11 The Clayton i-house: “A Giant Leap from the Trailer Park”
        6. Audio Clip: Advice to students interested in working in his area of marketing.
        7. KEY TAKEAWAY
        8. REVIEW QUESTIONS
      2. 5.2 How Markets Are Segmented
        1. Segmenting by Behavior
        2. Segmenting by Geography
          1. Geographic segmentation explains why the checkout clerks at stores sometimes ask you what your zip code is. It’s also why busine
          2. Population density
          3. Table 5.4
          4. Proximity marketing
          5. Audio Clip: Proximity marketing
        3. Types of Segmentation Bases
        4. Table 5.1 Common Ways of Segmenting Buyers
        5. Segmenting by Demographics
          1. Gender
          2. Family Life Cycle
          3. Table 5.2 U.S. Generations and Characteristics
          4. Age
          5. Burger King Advergame
          6. Income
          7. Ethnicity
          8. Table 5.3 Major U.S. Ethnic Segments and Their Spending
        6. Segmenting by Psychographics
          1. Thinkers
          2. Believers
          3. Makers
          4. Experiencer
          5. Strivers
          6. Innovators
          7. Achievers
          8. Survivors
          9. VALS survey
        7. Segmentation in B2B Markets
        8. KEY TAKEAWAY
        9. REVIEW QUESTIONS
      3. 5.1 Targeted Marketing versus Mass Marketing
        1. Steps in One-to-One Marketing
        2. Figure 5.2
        3. Questioning potential customers
        4. Benefits of Segmenting and Targeting Markets
        5. Segmenting and Targeting a Firm’s Current Customers
        6. Audio Clip: Advertisements via wireless devices
        7. KEY TAKEAWAY
        8. REVIEW QUESTIONS
      4. 5.3 Selecting Target Markets and Target-Market Strategies
        1. Multisegment Marketing
        2. Targeting Global Markets
        3. Concentrated Marketing
        4. Target-Market Strategies: Choosing the Number of Markets to Target
        5. Figure 5.9 Targeting Strategies Used in Global Markets
        6. KEY TAKEAWAY
        7. REVIEW QUESTIONS
      5. DISCUSSION QUESTIONS
      6. ACTIVITIES
    4. Chapter 7 Developing and Managing Offerings
      1. 7.2 Managing New Products: The Product Life Cycle
        1. Figure 7.8 Life Cycle
        2. The Introduction Stage
        3. Figure 7.9
        4. The Maturity Stage
        5. The Growth Stage
        6. The Decline Stage
        7. KEY TAKEAWAY
        8. REVIEW QUESTIONS
      2. 7.1 The New Offering Development Process
        1. Figure 7.5 New Offering Ideas
        2. Product ideas that came from each of the sources
        3. Testing
        4. Launch or Commercialization
        5. Evaluation
        6. Idea Screening
        7. Feature Specification
        8. Development
        9. Idea Generation
        10. Figure 7.4
        11. KEY TAKEAWAY
        12. REVIEW QUESTIONS
      3. 7.3.1 Discussion Questions
      4. 7.3.1 Actvities
  4. Chapters 13-16
    1. Chapter 14 Customer Satisfaction, Loyalty, and Empowerment
      1. 14.1 Customer Communities
        1. Influencer Panels
        2. Organizing and Managing Influencer Panels
        3. Figure 14.1 A Social Network
        4. Social Networking Sites and Other Social Media
        5. Audio Clip: How Laura Carros created the Ambrielle community
        6. KEY TAKEAWAY
        7. REVIEW QUESTIONS
      2. 14.3 Customer Satisfaction
        1. Measuring Customer Satisfaction
        2. Customer Satisfaction Defined
        3. Table 14.2 Industry-Average Customer Satisfaction Scores, 2000–2008
        4. Complaint Management Strategies
        5. Customer Satisfaction Strategies
        6. Handling the Complaint Process
        7. KEY TAKEAWAY
        8. REVIEW QUESTIONS
      3. 14.2 Loyalty Management
        1. The Positive Effects of Loyalty Programs
        2. Attitudinal Loyalty
        3. Behavioral Loyalty
        4. Loyalty Programs
        5. Audio Clip: Marketing efforts to engage loyal customers.
        6. KEY TAKEAWAY
        7. REVIEW QUESTIONS
      4. 14.4 Ethics, Laws, and Customer Empowerment
        1. Legal Requirements
        2. Warranties and Promises
        3. Privacy Laws
        4. Figure 14.10
        5. Protecting Your Company
        6. KEY TAKEAWAY
        7. REVIEW QUESTIONS
      5. Audio Clip: Company’s customer initiatives
      6. 14.5.1 Discussion Questions
      7. 14.5.2 Activities
    2. Chapter 16 The Marketing Plan
      1. 16.3 Forecasting
        1. Forecasting Methods
          1. Executive Opinion
          2. Expert Opinion
          3. Judgment and Survey Techniques
          4. Customer and Channel Surveys
          5. Time Series Techniques
          6. Sales Force Composite
          7. Correlates and Other Models
          8. Response Models
          9. Market Tests
        2. Building Better Forecasts
          1. Use Many Variables
          2. Use Scenario-Based Forecasts
          3. Track Actual Results and Adjust
          4. Pick the Right Method(s) for Your Business and Your Decision
          5. Use Multiple Methods
        3. KEY TAKEAWAY
        4. REVIEW QUESTIONS
      2. 16.1 Marketing Planning Roles
      3. 16.4 Ongoing Marketing Planning and Evaluation
        1. The Marketing Audit
        2. Top Ten Factors a Marketing Audit Should Assess
        3. Causality
        4. Audio Clip: Tracking the success of marketing activity
        5. Audio Clip: Prove your ability to deliver value
        6. KEY TAKEAWAY
        7. REVIEW QUESTIONS
      4. 16.2 Functions of the Marketing Plan
        1. The Marketing Audit
          1. The Offering
          2. Distribution
          3. The Communication Plan
        2. The Strategy
        3. The Business Challenge
        4. Figure 16.2 Marketing Plan Outline
        5. Top Ten Factors a Marketing Audit Should Assess
        6. The Marketing Plan’s Outline
        7. Budget
        8. Causality
          1. Company Analysis
          2. Business Climate
          3. Collaborators
          4. Competitors
          5. Customers
          6. Audio Clip: Marketing plan
        9. The Executive Summary
        10. The Market
        11. Audio Clip
        12. Conclusion
        13. KEY TAKEAWAY
        14. REVIEW QUESTIONS
        15. KEY TAKEAWAY
        16. REVIEW QUESTIONS
      5. Audio Clip: Running a regional marketing office
      6. 16.5.1 Discussion Questions
      7. 16.5.2. Activities
    3. Chapter 15 Price, the Only Revenue Generator
      1. 15.4.1 Discussion Questions
      2. 15.4.2 Activities
      3. 15.2 Factors That Affect Pricing Decisions
        1. The Economy and Government Laws and Regulations
        2. Customers
        3. Product Costs
        4. Competitors
        5. KEY TAKEAWAY
        6. REVIEW QUESTIONS
      4. 15.1 The Pricing Framework and a Firm’s Pricing Objectives
        1. The Firm’s Pricing Objectives
          1. Maximizing Market Share
          2. Maximizing Sales
          3. Earning a Targeted Return on Investment (ROI)
          4. Maintaining the Status Quo
          5. Maximizing Profits
        2. The Pricing Framework
        3. KEY TAKEAWAY
        4. REVIEW QUESTIONS
      5. 15.3 Pricing Strategies
        1. Pricing Approaches
        2. Price Adjustments
        3. Introductory Pricing Strategies
        4. KEY TAKEAWAY
        5. REVIEW QUESTIONS
    4. Chapter 13 Professional Selling
      1. 13.2 Customer Relationships and Selling Strategies
        1. Customer Relationships
        2. Selling Strategies
          1. Consultative Selling
          2. Script-Based Selling
          3. Strategic-Partner Selling
          4. Needs-Satisfaction Selling
        3. Types of Sales Relationships
        4. Choosing the Right Sales Strategy for the Relationship Type and Selling Stage
        5. Audio Clip: Benefits of relationship selling.
        6. Figure 13.8 The Typical Sales Process
        7. KEY TAKEAWAY
        8. REVIEW QUESTIONS
      2. 13.4 Ethics in Sales and Sales Management
        1. Challenges Facing Sales Managers
        2. Common Ethical Issues for Salespeople
        3. Company Safeguards
        4. KEY TAKEAWAY
        5. REVIEW QUESTIONS
      3. 13.3 Sales Metrics (Measures)
        1. Figure 13.11 An Example of the Sales Data Sales Managers Utilize
        2. Metrics Used by Salespeople
        3. The Sales Cycle
        4. Metrics Used by Sales Managers
        5. KEY TAKEAWAY
        6. REVIEW QUESTIONS
      4. Audio Clip: Start as a salesperson
      5. 13.1 The Role Professional Salespeople Play
        1. Creating Value
        2. Gathering Information
        3. Managing Relationships
        4. Types of Sales Positions
          1. Account Managers
          2. Trade Salespeople
          3. Missionary Salespeople
          4. Prospectors
        5. What Salespeople Do
        6. Figure 13.1
        7. KEY TAKEAWAY
        8. REVIEW QUESTIONS
      6. 13.5 Integrating Sales and Marketing
        1. What Sales Does for Marketing
          1. Salespeople Communicate Market Feedback
          2. Salespeople Monitor the Competition
          3. Audio Clip: Relationship between sales and marketing at Boston Scientific.
        2. What Marketing Does for Sales
          1. Figure 13.14
          2. Figure 13.15 How a Closed-Loop Management System Works
          3. Lead management
          4. Marketing Improves Conversion Ratios by Scoring Leads
          5. Marketing Shortens the Sales Cycle
        3. KEY TAKEAWAY
        4. REVIEW QUESTIONS
      7. 13.6 Outsourcing the Sales Function
        1. Types of Outsourced Salespeople
        2. Advantages and Disadvantages of Outsourcing
        3. KEY TAKEAWAY
        4. REVIEW QUESTIONS
  5. Credits
  6. Preface
by Spatial Bookworm
About this document
Principles of Marketing by Jeff Tanner, Baylor University, Mary Raymond, Clemson University Principles of Marketing teaches the experience and process of actually doing marketing—not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today’s environment: Service-dominant logic, Sustainability, Ethics and social responsibility, Global coverage and Metrics. This text was adapted by The Saylor Foundation under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 License without attribution as requested by the work’s original creator or licensee.
Published on 3 Dec 2015
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