CHAPTER 1:

CREATING AND CAPTURING CUSTOMER VALUE

1.1
1.2
1.3

Definition of Marketing
The Marketing Process
Understanding the Marketplace and Customer Needs
1.3.1 Customer Needs, Wants and Demands
1.3.2 Market Offerings Products, Services and Experiences
1.3.3 Customer Value and Satisfaction
1.3.4 Exchange relationships
1.3.5 Markets

1.4

Designing a Customer-Driven Marketing Strategy

1.4.1 Selecting customers to serve
1.4.2 Choosing a Value Proposition
1.4.3 Marketing Management Orientations
a. The production concept
b. The Product Concept
c. The Selling Concept
d. The Marketing Concept
e. The societal Marketing Concept

CHAPTER 2:
COMPANY AND MARKETING STRATEGY:
PARTNERING TO BUILD CUSTOMER RELATIONSHIPS
2.1

Companywide Strategic Planning: Defining Marketings Role

2.1.1 Defining a Market-Oriented Mission
2.1.2 Setting Company Objectives and Goals
2.1.3 Designing the Business Portfolio

2.2

Marketing Strategy and the Marketing Mix

2.2.1 Customer-Driven Marketing Strategy
2.2.2 Developing an Integrated Marketing Mix

2.3

Managing the Marketing Effort

2.3.1 Marketing Analysis
2.3.2 Marketing Planning
2.3.3 Marketing Implementation
2.3.4 Marketing Department Organization
2.3.5 Marketing Control

CHAPTER 3: THE MARKETING ENVIRONMENT

3.1

The Companys Microenvironment

3.1.1 The company
3.1.2 Suppliers
3.1.3 Marketing Intermediaries
3.1.4 Competitors
3.1.5 Publics
3.1.6 Customers

3.2

The Companys Macroenvironment

3.2.1 Demographic Environment

3.2.2
3.2.3
3.2.4
3.2.5
3.2.6

Economic Environment
Natural Environment
Technological Environment
Political and Social Environment
Cultural Environment

CHAPTER 4: MANAGING MARKETING INFORMATION TO GAIN

CUSTOMER INSIGHTS
4.1
4.2
4.3
4.4

Marketing Information and Customer Insights

Assessing Marketing Information Needs.
Developing Marketing Information
Marketing Research
4.4.1 Defining the problem and research objectives
4.4.2 Developing the research plan
4.4.3 Implementing the research plan
4.4.4 Interpreting and Reporting the Findings

4.5

Analyzing and Using Marketing Information

CHAPTER 5:

CONSUMER MARKETS AND CONSUMER BUYER

BEHAVIOR

5.1
5.2

Model of Consumer Behavior

Characteristics Affecting Consumer Behavior
5.2.1 Cultural Factors
5.2.2 Social Factors
5.2.3 Personal Factors
5.2.4 Psychological Factors

5.3

The Buyer Decision Process

5.3.1 Need recognition
5.3.2 Information Search
5.3.3 Evaluation of Alternatives
5.3.4 Purchase Decision
5.3.5 Postpurchase Behavior

5.4

The Business Buying Process (pg 200)

CHAPTER 6: MARKET SEGMENTATION, MARKET TARGETING AND

POSITIONING FOR COMPETITIVE ADVANTAGE.
6.1

Market Segmentation
6.1.1 Segmenting Consumer Markets
6.1.2 Segmenting Business Markets
6.1.3 Segmenting International Markets
6.1.4 Requirements for Effective Segmentation

6.2

Market Targeting
6.2.1 Evaluating market Segments

6.2.2 Selecting Target Market Segments

6.3

Differentiation and Positioning

6.3.1 Positioning maps
6.3.2 Choosing a differentiation and positioning strategy

CHAPTER 7:

PRODUCTS, SERVICES, AND BRANDS

7.1

What
7.1.1
7.2.2
7.3.3

is a product?
Products, services and experiences
Levels of Product and Services
Product and Service Classifications

7.2

Product and Service Decisions

7.2.1 Individual product and service Decisions
7.2.2 Product Line Decisions
7.2.3 Product Mix Decisions

7.3

Branding Strategy: Building Strong Brands

7.3.1 Brand Equity
7.3.2 Building Strong Brands

7.4

Services Marketing

CHAPTER 8: PRODUCT LIFE CYCLE STRATEGIES

8.1
8.2
8.3
8.4
8.5

Definition
Introduction Stage
Growth Stage
Maturity Stage
Decline Stage

CHAPTER 9: PRICING
9.1
9.2

What is a price?
Factors to Consider When Setting Prices
9.2.1 Customer Perceptions of Value
9.2.2 Company and Product Cost
9.2.3 Other Internal and External Considerations Affecting Price Decisions

9.3

Pricing Strategies
9.3.1 New-Product Pricing Strategies
a.
Market-Skimming pricing
b.
Market-Penetration Pricing
9.3.2 Product Mix pricing Strategies
a.
Product Line Pricing
b.
Optional-Product Pricing
c.
Captive-Product Pricing
d.
By-product Pricing

e.

Product Bundle Pricing

9.3.3 Price-Adjustment Strategies

a.
Discount and Allowance Pricing
b.
Segmented Pricing
c.
Psychological Pricing
d.
Promotional Pricing
e.
Geographic pricing

CHAPTER 10:

RETAILING AND WHOLESALING

10.1

Retailing
10.1.1Definition
10.1.2Types of retailers
10.1.3Non-store Retailing

10.2

Wholesaling
10.1.1Definition
10.1.2Types of Wholesalers

CHAPTER 11:

ADVERTISING AND PUBLIC RELATIONS

11.1

Advertising
11.1.1 Definition of Advertising
11.1.2 Setting Advertising Objectives
11.1.3 Developing Advertising Strategy
a.
Creating Advertising Message
b.
Selecting Advertising Media

11.2

Public Relations
11.4.1Definition
11.4.2Role and Impact of Public Relations
11.4.3Major Public Relations Tools

11.3

Personal Selling
11.3.1Definition
11.3.1Steps in Selling Process

11.4

Sales Promotion
11.4.1Definition
11.4.2Sales promotion Objectives
11.4.3Consumer Promotion Tools

11.5

Direct Marketing
11.5.1Definition
11.5.2Forms/Types of Direct Marketing
a.
Direct-Mail Marketing
b.
Catalog Marketing
c.
Telephone Marketing
d.
Direct-Response Television Marketing
e.
Kiosk Marketing
f.
New Digital Direct Marketing Technologies

11.6

Online Marketing
11.6.1Definition
11.6.2Marketing and the Internet

CHAPTER 12:
12.1
12.2
12.3

GLOBAL MARKETING

Global Firm
Global Marketing
Factors Influencing Global Marketing
12.3.1Cultural Factor
12.3.2Economic Factor
12.3.3Political-legal Environment