Principles of Marketing

Abstract

Chapter 1: What is Marketing? 1.1 Defining Marketing. 1.2 Who Does Marketing? 1.3 Why Study Marketing? 1.4 Themes and Organization of This Book. 1.5 Discussion Questions and Activities. Chapter 2: Strategic Planning. 2.1 The Value Proposition. 2.2 Components of the Strategic Planning Process. 2.3 Developing Organizational Objectives and Formulating Strategies. 2.4 Where Strategic Planning Occurs within Firms. 2.5 Strategic Portfolio Planning Approaches. 2.6 Discussion Questions and Activities. Chapter 3: Consumer Behavior: How People Make Buying Decisions. 3.1 Factors That Influence Consumers’ Buying Behavior. 3.2 Low-Involvement Versus High-Involvement Buying Decisions and the Consumer’s Decision-Making Process. 3.3 Discussion Questions and Activities. Chapter 4: Business Buying Behavior. 4.1 The Characteristics of Business-to-Business (B2B) Markets. 4.2 Types of B2B Buyers. 4.3 Buying Centers. 4.4 Stages in the B2B Buying Process and B2B Buying Situations. 4.5 International B2B Markets and E-commerce. 4.6 Ethics in B2B Markets. 4.7 Discussion Questions and Activities. Chapter 5: Market Segmenting, Targeting, and Positioning. 5.1 Targeted Marketing versus Mass Marketing. 5.2 How Markets Are Segmented. 5.3 Selecting Target Markets and Target-Market Strategies. 5.4 Positioning and Repositioning Offerings. 5.5 Discussion Questions and Activities. Chapter 6: Creating Offerings. 6.1 What Composes an Offering? 6.2 Types of Consumer Offerings. 6.3 Types of Business-to-Business (B2B) Offerings. 6.4 Branding, Labeling, and Packaging. 6.5 Managing the Offering. 6.6 Discussion Questions and Activities. Chapter 7: Developing and Managing Offerings.