Welcome to Scribd. Sign in or start your free trial to enjoy unlimited e-books, audiobooks & documents.Find out more
Standard view
Full view
of .
Look up keyword or section
Like this

Table Of Contents

SECTION ONE Assessing the Marketplace 2
1 Overview of Marketing 2
2 Developing Marketing Strategies 30
3 Marketing Ethics 58
4 Analyzing the Marketing Environment 84
SECTION TWO Understanding the Marketplace 116
5 Consumer Behavior 116
6 Business-to-Business Marketing 148
Role of the Internet in Business-to-Business Marketing 166
7 Global Marketing 174
SECTION THREE Targeting the Marketplace 208
Some Final Thoughts on the Marketing Research Process 262
SECTION FOUR Value Creation 268
10 Product, Branding, and Packaging Decisions 268
12 Services: The Intangible Product 326
SECTION FIVE Value Capture 354
13 Pricing Concepts for Establishing Value 354
SECTION SIX Value Delivery: Designing the Channel and Supply Chain 408
SECTION SEVEN Value Communication 462
18 Advertising and Sales Promotions 486
19 Personal Selling and Sales Management 512
The Scope and Nature of Personal Selling 514
Overview of Marketing
What Is Marketing?
What Is Value-Based Marketing?
Why Is Marketing Important?
Summing Up
The Strategic Marketing Planning Process
Growth Strategies
Macro Strategies
The Scope of Marketing Ethics
Ethical Issues Associated with Marketing Decisions
Integrating Ethics into Marketing Strategy
Understanding Ethics Using Scenarios
A Marketing Environment Analysis Framework
The Immediate Environment
Macroenvironmental Factors
Scenario Planning
The Consumer Decision Process
Factors Influencing the Consumer Decision Process
The Business-to-Business Buying Process
Factors Affecting the Buying Process
Role of the Internet in Business-to-Business Marketing
Growth of the Global Economy: Globalization of Marketing and Production
Assessing Global Markets
Choosing a Global Entry Strategy
Choosing a Global Marketing Strategy
Ethical Issues in Global Marketing
Positioning Stages
Using Marketing Information Systems to Create Better Value
The Ethics of Using Customer Information
The Marketing Research Process
Some Final Thoughts on the Marketing Research Process
Product Assortment and Product Line Decisions
Branding Strategies
Innovation and Value
Early Adopters
Early Majority
How Firms Develop New Products
Idea Generation
Concept Testing
Market Testing
Product Launch
The Product Life Cycle
Maturity Stage
Marketing Applications
Services Marketing Differs from Product Marketing
Providing Great Service: The Gaps Model
The Five Cs of Pricing
Channel Members
Macro Influences on Pricing
Economic Factors
Pricing Strategies
Competitor-Based Methods
Psychological Factors Affecting Value-Based Pricing Strategies
The Price–Quality Relationship
New Product Pricing
Price Skimming
Market Penetration Pricing
Consumer Price Reductions
Legal Aspects and Ethics of Pricing
Predatory Pricing
Supply Chain, Marketing Channels, and Logistics Are Related
Supply Chains Add Value
Making Information Flow
Electronic Data Interchange
Making Merchandise Flow
Storing and Cross-Docking
Designing Supply Chains
Managing the Supply Chain
The Changing Retail Landscape
How Do Retailers Create Value?
Using the Four Ps to Create Value in Retailing
Internet and Electronic Retailing
Types of Retailers
Food Retailers
Elements of an Integrated Marketing Communication Strategy
Personal Selling
Sales Promotions
Direct Marketing
Electronic Media
Legal and Ethical Issues in IMC
1. Identify Target Audience
2. Set Advertising Objectives
3. Determine the Advertising Budget
4. Convey the Message
5. Evaluate and Select Media
6. Create Advertisements
Regulatory and Ethical Issues in Advertising
The Scope and Nature of Personal Selling
Personal Selling and Marketing Strategy
The Value Added by Personal Selling
The Personal Selling Process
The Impact of Technology and the Internet on Personal Selling
Ethical and Legal Issues in Personal Selling
Managing the Sales Force
0 of .
Results for:
No results containing your search query
P. 1


|Views: 4,076|Likes:
Published by julkian

More info:

Published by: julkian on May 25, 2012
Copyright:Attribution Non-commercial


Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less





You're Reading a Free Preview
Pages 13 to 232 are not shown in this preview.
You're Reading a Free Preview
Pages 245 to 317 are not shown in this preview.
You're Reading a Free Preview
Pages 330 to 493 are not shown in this preview.
You're Reading a Free Preview
Pages 506 to 616 are not shown in this preview.
You're Reading a Free Preview
Pages 629 to 639 are not shown in this preview.

Activity (17)

You've already reviewed this. Edit your review.
1 hundred reads
1 thousand reads
Eduardo Concha Figueroa Javier liked this
Saucy Stas C liked this
Saucy Stas C liked this
jennifer2707883134 liked this
Einstein Augustine liked this
Andrew Templin liked this
jn4ua_624183976 liked this
Tony Rizk liked this

You're Reading a Free Preview

/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->