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Principles of Marketing.Pdf Principles of Marketing Chapter 1: What Is Marketing? .......................................................................................................................... 4 Defining Marketing ......................................................................................................................................... 4 Who Does Marketing? ..................................................................................................................................11 Why Study Marketing? .................................................................................................................................14 Themes and Organization of This Book ........................................................................................................17 Chapter 1 Review Questions ........................................................................................................................24 Chapter 2: The Marketing Plan .........................................................................................................................25 Marketing Planning Roles .............................................................................................................................26 Functions of the Marketing Plan ..................................................................................................................27 Forecasting ...................................................................................................................................................40 Ongoing Marketing Planning and Evaluation ...............................................................................................48 Chapter 2 Review Questions ........................................................................................................................54 Chapter 3: Strategic Planning ...........................................................................................................................55 The Value Proposition ..................................................................................................................................55 Where Strategic Planning Occurs within Firms ............................................................................................57 Components of the Strategic Planning Process ...........................................................................................60 Developing Organizational Objectives and Formulating Strategies .............................................................70 Strategic Portfolio Planning Approaches ......................................................................................................75 Chapter 3 Review Questions ........................................................................................................................80 Chapter 4 – Consumer Behavior: How People Make Buying Decisions ...........................................................81 The Consumer’s Decision-Making Process ...................................................................................................82 Situational Factors That Affect People’s Buying Behavior ...........................................................................89 Personal Factors That Affect People’s Buying Behavior ...............................................................................95 Psychological Factors That Affect People’s Buying Behavior .......................................................................99 Societal Factors That Affect People’s Buying Behavior ..............................................................................105 Chapter 4 Review Questions ......................................................................................................................111 Chapter 5: Business Buying Behavior .............................................................................................................112 The Characteristics of Business-to-Business (B2B) Markets ......................................................................112 Types of B2B Buyers ...................................................................................................................................116 Buying Centers ............................................................................................................................................121 Stages in the B2B Buying Process and B2B Buying Situations ....................................................................126 International B2B Markets and E-commerce .............................................................................................132 Saylor URL: http://www.saylor.org/books Saylor.org 1 Edited 2017: Tillamook Bay Community College Ethics in B2B Markets .................................................................................................................................138 Chapter 5 Review Questions ......................................................................................................................142 Chapter 6: Market Segmenting, Targeting, and Positioning ..........................................................................143 Targeted Marketing versus Mass Marketing ..............................................................................................143 How Markets Are Segmented ....................................................................................................................151 Selecting Target Markets and Target-Market Strategies ...........................................................................170 Positioning and Repositioning Offerings ....................................................................................................176 Chapter 6 Review Questions ......................................................................................................................180 Chapter 7: Creating Offerings .........................................................................................................................181 What Composes an Offering? ....................................................................................................................181 Types of Consumer Offerings .....................................................................................................................188 Types of Business-to-Business (B2B) Offerings ..........................................................................................191 Branding, Labeling, and Packaging .............................................................................................................194 Managing the Offering ...............................................................................................................................198 Chapter 7 Review Questions ......................................................................................................................201 Chapter 8: Developing and Managing Offerings ............................................................................................202 The New Offering Development Process ...................................................................................................203 Managing New Products: The Product Life Cycle .......................................................................................211 Chapter 8 Review Questions ......................................................................................................................223 Chapter 9: Using Marketing Channels to Create Value for Customers ..........................................................224 Marketing Channels and Channel Partners ................................................................................................224 Typical Marketing Channels .......................................................................................................................231 Functions Performed by Channel Partners ................................................................................................238 Marketing Channel Strategies ....................................................................................................................241 Channel Dynamics ......................................................................................................................................246 Marketing Channels versus Supply Chains .................................................................................................253 Chapter 9 Review Questions ......................................................................................................................255 Chapter 10: Using Supply Chains to Create Value for Customers ..................................................................256 Sourcing and Procurement .........................................................................................................................257 Demand Planning and Inventory Control ...................................................................................................263 Warehousing and Transportation ..............................................................................................................270 Track and Trace Systems and Reverse Logistics .........................................................................................276 Chapter 10 Review Questions ....................................................................................................................280 Chapter 11: Gathering and Using Information: Marketing Research
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