Principles of Marketing.Pdf

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

View Full Text

Details

  • File Type
    pdf
  • Upload Time
    -
  • Content Languages
    English
  • Upload User
    Anonymous/Not logged-in
  • File Pages
    438 Page
  • File Size
    -

Download

Channel Download Status
Express Download Enable

Copyright

We respect the copyrights and intellectual property rights of all users. All uploaded documents are either original works of the uploader or authorized works of the rightful owners.

  • Not to be reproduced or distributed without explicit permission.
  • Not used for commercial purposes outside of approved use cases.
  • Not used to infringe on the rights of the original creators.
  • If you believe any content infringes your copyright, please contact us immediately.

Support

For help with questions, suggestions, or problems, please contact us