Chapter 1 Get to Know Marketing

Chapter Objectives

1.1 Defining Marketing

1.2 Core Terms

1.2.1 Needs,Wants and Demands

1.2.2 Products

1.2.3 Value,Cost and Satisfaction

1.2.4 Exchange,Transactions and Relationships

1.2.5 Markets and Marketers

1.2.6 Marketing Mix

1.3 Marketing Philosophies

1.3.1 Production Concept

1.3.2 Product Concept

1.3.3 Selling Concept

1.3.4 Marketing Concept

1.3.5 Societal Marketing Concept

1.4 Marketing Process

1.4.1 Analyzing Marketing Opportunities

1.4.2 Selecting the Target Market

1.4.3 Developing the Marketing Mix

1.4.4 Managing the Marketing Effort

1.5 Scope,Functions and Utilities of Marketing

1.6 Marketing in Today's Economic Environment

1.6.1 Competition

1.6.2 Internet/Word of Mouth

1.6.3 Consumer Decision Making

1.6.4 Niche Markets Rising Up

Chapter Questions

Multiple Choice Questions

Glossary

Chapter 2 Buyer and Buyer Behaviour

Chapter Objectives

2.1 What Is a Buyer?

2.2 Customer Satisfaction

2.3 Consumer Buying Behaviour

Hierarchy of Needs

2.4 Factors Influencing Consumer Buying Behavior

2.4.1 Cultural Factors

2.4.2 Social Factors

2.4.3 Personal Factors

2.4.4 Psychological Factors

2.4.5 Situational Factors

2.5 Consumer Buying Decision Process

2.5.1 Problem Recognition

2.5.2 Information Search

2.5.3 Alternative Evaluation

2.5.4 Purchase Decision

2.5.5 Postpurchase Behavior

2.5.6 Buying Process in Reality

2.5.7 Consumer Involvement and Types of Buying Decision

2.5.8 Family Decision Making

2.6 Industrial Buying Behavior

2.6.1 Industrial Buying Tasks

2.6.2 Industrial Buyer Decision Process

2.6.3 Main Influences on Business Buyers

2.6.4 Decision-Making Unit

2.7 Customer Relationship and CRM

Chapter Questions

Multiple Choice Questions

Glossary

Chapter 3 Marketing Environment

Chapter Objectives

3.1 What Is Marketing Environment?

3.2 The Internal Environment

3.3 The Micro Environment

3.4 The Macro Environment

3.4.1 Political Environment

3.4.2 Economic Environment

3.4.3 Social Environment

3.4.4 Technological Environment

3.4.5 Other Factors to Include

3.5 Situational Analysis

3.5.1 Gap Analysis

3.5.2 SWOT Analysis

3.5.3 Competitive Analysis

3.5.4 Responding to External Environment

3.6 Environment Scanning ＆ Future Trends

3.6.1 Environment Scanning

3.6.2 Technological Advancement

3.6.3 Anticipated New Trends

Chapter Questions

Multiple Choice Questions

Glossary

Chapter 4 Segmentation,Targeting and Positioning

Chapter Objectives

4.1 What Is a Market?

4.1.1 An Expansive Definition

4.1.2 Types of Markets

4.2 Market Segmentation

4.2.1 Why Segmenting?

4.2.2 Segmenting Variables

4.2.3 Segmentation Requirements

4.2.4 Segmenting Industrial Market

4.3 Targeting

4.3.1 Target Market

4.3.2 Evaluating Market Segments

4.3.3 The Psychology of Target Marketing

4.3.4 Strategies for Reaching Target Markets

4.4 Positioning

4.4.1 Consumer's Perceptual Map

4.4.2 Positioning Strategies

4.4.3 Positioning Process

4.4.4 Repositioning

Chapter Questions

Multiple Choice Questions

Glossary

Chapter 5 Marketing Research

Chapter Objectives

5.1 Marketing Research Basics

5.1.1 What Is Marketing Research?

5.1.2 General Procedure of Marketing Research

5.1.3 Types of Data

5.1.4 Marketing Information Systems

5.2 Focusing on Research Design

5.2.1 Exploratory Studies

5.2.2 Descriptive Studies

5.2.3 Casual Studies

5.2.4 Choosing a Research Design

5.3 Sampling

5.3.1 Sample Plan

5.3.2 Sampling Frame

5.3.3 Sampling Methods

5.3.4 Sample Size

5.3.5 Sampling and Non-sampling Error

5.4 Surveys and Interviews

5.4.1 Survey Types

5.4.2 Questionnaire Design

5.4.3 Interview Technique

5.5 Observation and Experiment

5.5.1 Observation

5.5.2 Experiment

5.5.3 Test Marketing

5.6 Presenting Findings

5.7 International Marketing Research

5.7.1 Cultural Differences

5.7.2 Language Issues

5.7.3 Ways Out

5.7.4 More to Confront

Chapter Questions

Multiple Choice Questions

Glossary

Chapter 6 Product,Branding and Packaging

Chapter Objectives

6.1 Product

6.1.1 Product or Offering?

6.1.2 Levels of Product

6.1.3 Classification of Goods

6.1.4 Individual Product Decisions

6.1.5 Product Line Decisions

6.1.6 Product Mix Decisions

6.1.7 Adjustments to Products

6.1.8 Product Life Cycle

6.1.9 New Product Development(NPD)

6.2 Branding

6.2.1 What Is a Brand?

6.2.2 Purpose of Branding

6.2.3 Brand Loyalty

6.2.4 Brand Equity

6.2.5 Brand Positioning

6.2.6 Naming a Brand

6.2.7 Brand Sponsorship

6.2.8 Brand Development

6.3 Packaging

6.3.1 Defining Packaging

6.3.2 Classification of Packaging

6.3.3 Packaging Considerations

6.3.4 Labeling

6.3.5 Problems with Packaging

6.4 Global Considerations in Branding and Packaging

6.4.1 Language

6.4.2 Colors

6.4.3 Customs and Taboos

6.4.4 Aesthetics

6.4.5 Placement

Chapter Questions

Multiple Choice Questions

Glossary

Chapter 7 Pricing

Chapter Objectives

7.1 Price

7.1.1 What Is a Price?

7.1.2 Value and Relative Value

7.1.3 Price as a Variable of Marketing Mix

7.1.4 How to Set a Price?

7.2 Pricing Objectives

7.2.1 Profit-Based Sales Targets

7.2.2 Return on Investment

7.2.3 Market Share

7.2.4 Cash Flow

7.2.5 Status Quo

7.2.6 Quality Leadership

7.3 Demand Analysis

7.3.1 Demand and Demand Curve

7.3.2 How Do Supply and Demand Influence Price?

7.3.3 Elasticity of Demand

7.4 Estimating Costs

7.5 General Pricing Strategies

7.5.1 Cost-Based Pricing

7.5.2 Demand-Based Pricing

7.5.3 Competitor-Based Pricing

7.5.4 Markup Pricing

7.6 Specific Pricing Strategies

7.6.1 New Product Pricing

7.6.2 Psychological Pricing

7.6.3 Everyday Low Pricing

7.6.4 High/Low Pricing

7.6.5 Other Pricing Strategies

7.7 Pricing Tactics

7.7.1 Discounting

7.7.2 Geographic Pricing

7.7.3 Promotional Pricing

7.7.4 Product-mix Pricing

7.7.5 Discriminatory pricing

7.8 Legal Concerns of Pricing

7.8.1 Unfair Trade Practices

7.8.2 Illegal Price Advertising

7.8.3 Predatory Pricing

7.8.4 Price Discrimination

7.8.5 Price Fixing

Chapter Questions

Multiple Choice Questions

Glossary

Chapter 8 Distribution Channels

Chapter Objectives

8.1 Channel and Channel Selecting

8.1.1 Channel as a Variable of Marketing Mix

8.1.2 Cost of Utilizing Channels

8.1.3 Characteristics of a Channel

8.1.4 How to Decide on Channels?

8.2 Channel Partners

8.2.1 Wholesalers

8.2.2 Retailers

8.2.3 Functions Performed by Channel Partners

8.3 Channel Structure

8.3.1 Business-to-Consumer Channels

8.3.2 Business-to-Business Channels

8.3.3 Multiple Channels

8.3.4 Alternative Arrangements for Other Markets

8.4 Marketing Channel Decisions

8.4.1 Channel Objectives

8.4.2 Channel Selection Factors

8.4.3 Distribution Intensity

8.5 Marketing Channel Relationships

8.5.1 Competitive Priorities in Marketing Channels

8.5.2 Channel Power and Channel Conflict

8.5.3 Channel Partnering

8.5.4 Channel Integration

8.6 Retailing

8.6.1 Retailing and Its Importance

8.6.2 Retail Marketing Strategy

8.6.3 Ongoing Trends in Retailing

8.6.4 Future of Retailing

8.7 Supply Chains and Logistics

8.7.1 Supply Chains

8.7.2 Distribution and Logistics

8.7.3 Warehousing

8.7.4 Transportation

Chapter Questions

Multiple Choice Questions

Glossary

Chapter 9 Promotion and IMC

Chapter Objectives

9.1 Understanding Promotion

9.1.1 What Is Promotion?

9.1.2 Promotion Objectives

9.2 Promotional Mix

9.2.1 Advertising

9.2.2 Personal Selling

9.2.3 Sales Promotion

9.2.4 Public Relations

9.2.5 Direct Marketing

9.3 Consideration of a Promotional Mix

9.3.1 Target Market Characteristics

9.3.2 Characteristics of the Product

9.3.3 Type of Buying Decisions

9.3.4 Funds Available Relative to Costs

9.3.5 Push and Pull Strategies

9.4 Integrated Marketing Communications(IMC)

9.4.1 Why IMC?

9.4.2 The Communication Process

9.4.3 Consumer Perception of Communication

9.4.4 AIDA Model

9.5 Roadmap of IMC

9.5.1 Setting Objectives

9.5.2 Determining a Budget

9.5.3 Measuring Success

9.5.4 Internet and Word of Mouth

Chapter Questions

Multiple Choice Questions

Glossary

Chapter 10 Advertising ＆ Public Relations

Chapter Objectives

10.1 Advertising as a Mass Communication

10.1.1 Defining Advertising

10.1.2 Corporate Advertising or Product Advertising

10.2 Advertising Campaign

10.2.1 Define Campaign Objectives

10.2.2 Determine a Budget

10.2.3 Create a Media Plan

10.2.4 Focus of Advertisements

10.2.5 Measure Impact with Metrics

10.3 Public Relations

10.3.1 Public Relation Tools

10.3.2 Handling Unfavorable Publicity

10.3.3 Measuring Effectiveness of Public Relations Efforts

Chapter Questions

Multiple Choice Questions

Glossary

Chapter 11 Personal Selling ＆ Sales Promotion

Chapter Objectives

11.1 What Is Personal Selling?

11.1.1 Personal Selling Objectives

11.1.2 Value of Personal Selling

11.2 Personal Selling Process

11.2.1 Steps in Personal Selling

11.2.2 Implementing the Personal Selling Process

11.2.3 CRM and Personal Selling

11.3 Selling Roles

11.3.1 Proactive Representative

11.3.2 Passive Representative

11.3.3 Consultant

11.3.4 Support Personnel

11.4 Types of Selling

11.4.1 Team Selling

11.4.2 Relationship Selling

11.5 Managing Sales Force

11.5.1 Creating Sales Force Structure,Territories ＆ Goals

11.5.2 Recruiting and Selecting Salespeople

11.5.3 Sales Training

11.5.4 Motivating ＆ Compensating Salespeople

11.5.5 Measuring Sales Force Performance

11.6 Sales Promotion

11.6.1 Objectives of a Sales Promotion

11.6.2 Sales Promotions and Customer Needs

11.7 Consumer Sales Promotion Methods

11.7.1 Coupons

11.7.2 Rebates

11.7.3 Premiums

11.7.4 Loyalty Marketing

11.7.5 Contests ＆ Sweepstakes

11.7.6 Sampling

11.7.7 Point-of-Purchase Promotions

11.7.8 Online Sales Promotion

11.8 Trade Sales Promotion

11.8.1 Trade Allowances

11.8.2 Training Programs

Chapter Questions

Multiple Choice Questions

Glossary

Chapter 12 Strategic Marketing Planning

Chapter Obiectives

12.1 Strategic Planning

12.1.1 What Is Strategic Planning?

12.1.2 Value of Strategic Planning

12.1.3 Levels of Strategic Planning

12.2 Steps of Planning

12.2.1 Setting Corporate Mission and Objectives

12.2.2 Arialyzing the Current Situation

12.2.3 Creating Marketing Strategy

12.2.4 Marketing Plan

12.3 Implementation of Marketing Planing

12.3.1 Institutionalization of Strategy

12.3.2 Setting Proper Organizational Climate

12.3.3 Developing Appropriate Organization Structure

12.3.4 Periodic Review of Strategy

12.4 Marketing Control

12.5 Meeting the Competition:Analysis and Strategies

12.5.1 Market Structure

12.5.2 Primary Competitive Positions

12.5.3 Competitor Analysis

12.5.4 Competitive Strategies

12.5.5 Balancing Customer and Competitor Orientations

Chapter Questions

Multiple Choice Questions

Glossary

Chapter 13 Global Marketing

Chapter Objectives

13.1 Introduction to Global Marketing

13.1.1 Trade and Globalization

13.1.2 Go Global or Not?

13.1.3 Tapping into Global Markets

13.1.4 Standardization or Adaptation?

13.2 The Global Marketing Environment

13.2.1 Social and Cultural Environment

13.2.2 Measuring the Economic Environment

13.2.3 Political and Regulatory Environment

13.2.4 Demographics of New Markets

13.2.5 Other Factors

13.3 Global Marketing Mix

13.3.1 Product in the Light of Promotion

13.3.2 Changes in Promotion

13.3.3 Changes in Distribution

13.3.4 Changes in Pricing

13.3.5 Global Marketing in E-era

13.4 Organizational Structure of Global Marketing

13.4.1 Operational Underpinnings

13.4.2 Centralized or Decentralized?

13.4.3 Structure Alternatives

Chapter Questions

Multiple Choice Questions

Glossary

Chapter 14 Digital Marketing and Social Media

Chapter Objectives

14.1 Understanding Digital Marketing

14.1.1 What Is Digital Marketing?

14.1.2 Digital Marketing Methods

14.2 The Rise of Social Media

14.2.1 What Is Social Media?

14.2.2 Types of Social Media

14.3 Online Consumer Behavior

14.3.1 Consumers with WWW

14.3.2 Online Behavioral Trends

14.3.3 Behavioral Targeting

14.4 Research Using Digital Media

14.4.1 Application of Digital Media in Research

14.4.2 Collecting and Analyzing Online Consumer Data

14.4.3 Consumer Privacy Issues

14.5 Adapting to New Media Landscape

14.5.1 Internet Advertising

14.5.2 Social Media Marketing Communications

14.5.3 Marketing Mix in Social Media

14.5.4 Mobile Marketing

Chapter Questions

Multiple Choice Questions

References

Source of Figures

Source of Tables