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Dedication
Acknowledgements
1.1 Why It Matters: What Is Marketing?
1.2 Marketing Defined
Reading: Marketing Defined
1.3 Marketing in Action
Reading: Marketing in Action
1.4 The Marketing Concept
Reading: The Marketing Concept
1.5 Marketing and Customer Relationships
Reading: Marketing and Customer Relationships
1.6 How Organizations Use Marketing
Reading: How Organizations Use Marketing
1.7 Value of Marketing
Reading: The Value of Marketing
Practice Quiz Chapter 1
2.1 Why It Matters: Marketing Function
2.2 Importance of Customer
Reading: Why Customers Matter
2.3 Segmentation and Targeting Introduction
Reading: Defining Your Target Market
2.4 Communicating the Value Proposition
Reading: Value for the Customer
Reading: Communicating the Value Proposition
2.5 Evaluating Value Proposition Examples
Reading: Value Proposition Examples
Video: Coffee Shop Marketing
2.6 Marketing Mix
Reading: Defining the Marketing Mix
Reading: Components of the Marketing Mix
Reading: Introduction to the Product Life Cycle
2.7 Using the Marketing Mix
Reading: Finding the Right Marketing Mix
Case Study: Chobani
2.8 Role of Marketing Plan
Reading: The Role of the Marketing Plan
Simulation: Ice Cream Magnate
2.9 Putting It Together: Marketing Function
Practice Quiz Chapter 2
3.1 Why It Matters: Segmentation and Targeting
3.2 Segmentation and Targeting Rationale
Reading: The Purpose of Market Segmentation and Targeting
3.3 Common Segmentation Approaches
Reading: Segmentation Criteria and Approaches
3.4 Segmentation Decisions
Reading: Choosing a Segmentation Approach and Target Segments
Case Study: Bumble Targets Women and Breaks Norms
3.5 Targeting and Marketing Mix
Reading: Targeting Strategies and the Marketing Mix
Case Study: Red Bull Wins the “Extreme” Niche
Simulation: Segmenting the Ice Cream Market
3.6 Putting It Together: Segmentation and Targeting
Practice Quiz Chapter 3
4.1 Why It Matters: Marketing Strategy
4.2 Evaluate Alignment of Marketing Strategies
Video: What Is Strategy?
Reading: Strategy and Tactics
Reading: The Mission Statement
Reading: Strategy and Objectives
4.3 Marketing Strategy Mechanics
Reading: Creating the Marketing Strategy
Reading: Optimizing the Marketing Mix
Reading: Implementation and Budget
Reading: Evaluating Marketing Results
4.4 Strategic Planning Tools
Reading: SWOT Analysis
Reading: BCG Matrix
Reading: Strategic Opportunity Matrix
4.5 Examples of Corporate Strategies
Reading: Market Penetration Example
Reading: Market Development Example
Reading: Product Development Example
Reading: Diversification Example
4.6 Customer Relationships
Reading: Customer-Relationship Strategies
Video: Harley Davidson Customer Relationships
4.7 Putting It Together: Marketing Strategy
Practice Quiz Chapter 4
5.1 Why It Matters: Ethics and Social Responsibility
5.2 Ethical Marketing Issues
Reading: Defining Et