A Great Marketing Textbook
About This Book
1.1 Why It Matters: What Is Marketing? Learning Objectives When you hear the term “marketing,” what comes to mind? Based on what you know about marketing right now, what one word would you use to describe it? Take a moment to write it down. We’ll come back to it shortly. Marketing is a tool used by companies, organizations, and people to shape our perceptions and persuade us to change our behavior. The most effective marketing uses a well-designed strategy and a variety of techniques to alter ho
| Category | business |
|---|---|
| Subject | Sales and marketing management, Business and Management |
| Year | 2023 |
| Authors | |
| Chapters | 103 |
| Word Count | |
| Price | |
| License | Creative Commons - Attribution - https://creativecommons.org/licenses/by/4.0/ |
Chapters
- Reading: Marketing in Action
- 1.4 The Marketing Concept
- Reading: Marketing and Customer Relationships
- 1.7 Value of Marketing
- 3 Reading: Why Customers Matter
- 5 Reading: Defining Your Target Market
- 8 Reading: Communicating the Value Proposition
- 9 2.5 Evaluating Value Proposition Examples
- 14 Reading: Components of the Marketing Mix
- 17 Reading: Finding the Right Marketing Mix
- 19 2.8 Role of Marketing Plan
- 29 3.4 Segmentation Decisions
- 31 Case Study: Bumble Targets Women and Breaks Norms
- 34 Case Study: Red Bull Wins the Extreme Niche
- 36 3.6 Putting It Together: Segmentation and Targeting
- 41 Reading: Strategy and Tactics
- 43 Reading: Strategy and Objectives
- 44 4.3 Marketing Strategy Mechanics
- 48 Reading: Evaluating Marketing Results
- 54 Reading: Market Penetration Example
- 55 Reading: Market Development Example
- 56 Reading: Product Development Example
- 57 Reading: Diversification Example
- 61 4.7 Putting It Together: Marketing Strategy
- 65 Reading: Defining Ethics
- 67 Reading: New Challenges in Marketing Ethics
- 69 Reading: Product Liability
- 70 Reading: Fraud in Marketing
- 71 5.4 B2B and B2C Marketer Ethical Dilemmas
- 72 Reading: Gifts and Bribes
- 73 5.5 Ensuring Ethical Marketing and Sales
- 75 Reading: Ethics for Marketing Employees
- 80 5.7 Putting It Together: Ethics and Social Responsibility
- 83 6.2 Importance of Marketing Information
- 84 Reading: The Importance of Marketing Information and Research
- 85 Case Study: Juicy Fruit Gum
- 87 Reading: Types of Marketing Information
- 88 6.4 The Marketing Research Process
- 90 6.5 Marketing Research Techniques
- 94 Reading: Marketing Data Sources
- 95 6.7 Customer Relationship Management (CRM) Systems
- 98 Reading: Using Marketing Information
- 103 Reading: The Black Box of Consumer Behavior
- 106 Reading: Low-Involvement vs. High-Involvement Decisions
- 109 Reading: Situational Factors
- 110 Reading: Personal Factors
- 111 Reading: Psychological Factors
- 116 Video: Complexities of a B2B Solution Sale
- 122 Reading: Defining Positioning and Differentiation
- 123 8.3 The Positioning Process
- 124 Reading: The Positioning Process
- 125 Video: Starbucks Delivers Community and Connection
- 126 8.4 Developing Positioning Statements
- 127 Reading: Developing Positioning Statements
- 128 8.5 Repositioning
- 129 Reading: Repositioning
- 130 8.6 Implementing Positioning Strategy
- 134 9.1 Why It Matters: Branding
- 136 Reading: Elements of Brand
- 137 Video: REI Builds Brand by Closing on Black Friday
- 139 9.3 Brand Equity
- 142 Reading: Brand Positioning and Alignment
- 145 Reading: Name Selection
- 149 Reading: Brand Development Strategies
- 154 10.2 Products and Marketing Mix
- 157 Reading: Products and Services
- 160 10.3 Product Life Cycle
- 162 Reading: Marketing through the Product Cycle
- 165 Reading: The Product Portfolio
- 168 10.5 New Product Development Process
- 169 Reading: Overview of the New-Product Development Process
- 170 Reading: Generating and Screening Ideas
- 171 Reading: Developing New Products
- 177 10.7 Putting It Together: Product Marketing
- 182 Reading: The Psychology of Pricing
- 189 11.4 Common Pricing Strategies
- 191 Reading: Penetration Pricing
- 194 11.5 Price Elasticity
- 200 Reading: Competitive Bidding
- 205 12.2 Using Channels of Distribution
- 208 Reading: Channel Structures
- 209 Reading: The Role of Intermediaries
- 215 Reading: Service Outputs
- 216 12.4 Retailers As Channels of Distribution
- 218 Reading: Types of Retailers
- 219 Reading: Retail Strategy
- 220 12.5 Integrated Supply Chain Management and the Distribution Strategy
- 230 13.3 Defining the Message
- 232 13.4 Determining IMC Objectives and Approach
- 238 Reading: Sales Promotions
- 244 13.6 Using IMC in the Sales Process
- 248 13.8 Measuring Marketing Communication Effectiveness
- 257 14.2 Globalization Benefits and Challenges
- 258 Reading: Globalization Benefits and Challenges
- 259 14.3 Approaches to Global Competition
- 261 Reading: Approaches to Global Competition
- 263 Reading: Applying Marketing Principles in the Global Environment
- 265 Reading: Demographic Factors Shaping the Global Marketing Environment
- 266 Reading: Cultural Factors Shaping the Global Marketing Environment
- 267 Reading: Institutional Factors Shaping the Global Marketing Environment
- 268 14.5 Putting It Together: Marketing Globally
- 271 15.2 Elements of the Marketing Plan
- 276 15.4 The Marketing Plan in Action