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
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125 Video: Starbucks Delivers Community and Connection
125 Video: Starbucks Delivers Community and Connection
What business is Starbucks really in?
“We wanted to build a third place between home and work,” says Starbucks’ CEO Howard Schultz, as he sits in one of his cafés, “at a time in America when people are hungry for human connection.”
Watch the following video to learn how, from the beginning, Starbucks has positioned itself to be much more than just a seller of gourmet coffee. It has built its entire brand experience around a core positioning that offers “a sense of community” as much as coffee. It is selling a meeting place.
You can view the transcript for “Starbucks the Brand”. (opens in new window)
(https://oerfiles.s3-us-west-2.amazonaws.com/WM+Marketing/Transcriptions/StarbuckstheBrand_transcript.txt)