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1.1 Why It Matters: What Is Marketing?
1.2 Marketing Defined
Reading: Marketing Defined
Reading: Marketing in Action
1.3 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
1. 2.1 Why It Matters: Marketing Function
2. 2.2 Importance of Customer
3. Reading: Why Customers Matter
4. 2.3 Segmentation and Targeting Introduction
5. Reading: Defining Your Target Market
6. 2.4 Communicating the Value Proposition
7. Reading: Value for the Customer
8. Reading: Communicating the Value Proposition
9. 2.5 Evaluating Value Proposition Examples
10. Reading: Value Proposition Examples
11. Video: Coffee Shop Marketing
12. 2.6 Marketing Mix
13. Reading: Defining the Marketing Mix
14. Reading: Components of the Marketing Mix
15. Reading: Introduction to the Product Life Cycle
16. 2.7 Using the Marketing Mix
17. Reading: Finding the Right Marketing Mix
18. Case Study: Chobani
19. 2.8 Role of Marketing Plan
20. Reading: The Role of the Marketing Plan
21. Simulation: Ice Cream Magnate
22. 2.9 Putting It Together: Marketing Function
23. Practice Quiz Chapter 2
24. 3.1 Why It Matters: Segmentation and Targeting
25. 3.2 Segmentation and Targeting Rationale
26. Reading: The Purpose of Market Segmentation and Targeting
27. 3.3 Common Segmentation Approaches
28. Reading: Segmentation Criteria and Approaches
29. 3.4 Segmentation Decisions
30. Reading: Choosing a Segmentation Approach and Target Segments
31. Case Study: Bumble Targets Women and Breaks Norms
32. 3.5 Targeting and Marketing Mix
33. Reading: Targeting Strategies and the Marketing Mix
34. Case Study: Red Bull Wins the Extreme Niche
35. Simulation: Segmenting the Ice Cream Market
36. 3.6 Putting It Together: Segmentation and Targeting
37. Practice Quiz Chapter 3
38. 4.1 Why It Matters: Marketing Strategy
39. 4.2 Evaluate Alignment of Marketing Strategies
40. Video: What Is Strategy?
41. Reading: Strategy and Tactics
42. Reading: The Mission Statement
43. Reading: Strategy and Objectives
44. 4.3 Marketing Strategy Mechanics
45. Reading: Creating the Marketing Strategy
46. Reading: Optimizing the Marketing Mix
47. Reading: Implementation and Budget
48. Reading: Evaluating Marketing Results
49. 4.4 Strategic Planning Tools
50. Reading: SWOT Analysis
51. Reading: BCG Matrix
52. Reading: Strategic Opportunity Matrix
53. 4.5 Examples of Corporate Strategies
54. Reading: Market Penetration Example
55. Reading: Market Development Example
56. Reading: Product Development Example
57. Reading: Diversification Example
58. 4.6 Customer Relationships
59. Reading: Customer-Relationship Strategies
60. Video: Harley Davidson Customer Relationships
61. 4.7 Putting It Together: Marketing Strategy
62. Practice Quiz Chapter 4
63. 5.1 Why It Matters: Ethics and Social Responsibility
64. 5.2 Ethical Marketing Issues
65. Reading: Defining Ethics
66. Reading: Common Ethical Issues in Marketing
67. Reading: New Challenges in Marketing Ethics
68. Reading: Corporate Social Responsibility
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
74. Reading: A Culture of Accountability
75. Reading: Ethics for Marketing Employees
76. Simulation: Ethics
77. 5.6 Social Responsibility Marketing Impact
78. Reading: Social Responsibility in the Marketing Strategy
79. Reading: Social Responsibility Initiatives
80. 5.7 Putting It Together: Ethics and Social Responsibility
81. Practice Quiz Chapter 5
82. 6.1 Why It Matters: Marketing Information and Research
83. 6.2 Importance of Marketing Information
84. Reading: The Importance of Marketing Information and Research
85. Case Study: Juicy Fruit Gum
86. 6.3 Types of Marketing Information
87. Reading: Types of Marketing Information
88. 6.4 The Marketing Research Process
89. Reading: The Marketing Research Process
90. 6.5 Marketing Research Techniques
91. Reading: Secondary Marketing Research
92. Reading: Primary Marketing Research Methods
93. 6.6 Marketing Data Sources
94. Reading: Marketing Data Sources
95. 6.7 Customer Relationship Management (CRM) Systems
96. Reading: Customer Relationship Management Systems
97. 6.8 Using Marketing Information
98. Reading: Using Marketing Information
99. 6.9 Putting It Together: Marketing Information and Research
100. Practice Quiz Chapter 6
101. 7.1 Why It Matters: Consumer Behavior
102. 7.2 Buying-Process Stages
103. Reading: The Black Box of Consumer Behavior
104. Reading: Buying-Process Stages
105. 7.3 Low-Involvement vs. High-Involvement Decisions
106. Reading: Low-Involvement vs. High-Involvement Decisions
107. 7.4 Factors Influencing Consumer Decisions
108. Reading: Influences on Consumer Decisions
109. Reading: Situational Factors
110. Reading: Personal Factors
111. Reading: Psychological Factors
112. Video: Consumer Beliefs and Febreze
113. Reading: Social Factors
114. 7.5 B2B Purchasing Decisions
115. Reading: Organizational Buyer Behavior
116. Video: Complexities of a B2B Solution Sale
117. Reading: The Organizational Buying Process
118. 7.6 Putting It Together: Consumer Behavior
119. Practice Quiz Chapter 7
120. 8.1 Why It Matters: Positioning
121. 8.2 Defining Positioning and Differentiation
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
131. Reading: Implementing Positioning Strategy
132. 8.7 Putting It Together: Positioning
133. Practice Quiz Chapter 8
134. 9.1 Why It Matters: Branding
135. 9.2 Elements of Brand
136. Reading: Elements of Brand
137. Video: REI Builds Brand by Closing on Black Friday
138. Reading: Types of Brands
139. 9.3 Brand Equity
140. Reading: Brand Equity
141. 9.4 Brand Positioning and Alignment
142. Reading: Brand Positioning and Alignment
143. Video: Red Bull’s Extreme Brand Alignment
144. 9.5 Name Selection
145. Reading: Name Selection
146. 9.6 Packaging
147. Reading: Packaging
148. 9.7 Brand Development Strategies
149. Reading: Brand Development Strategies
150. 9.8 Putting It Together: Branding
151. Practice Quiz Chapter 9
152.
153. 10.1 Why It Matters: Product Marketing
154. 10.2 Products and Marketing Mix
155. Reading: Defining Product
156. Reading: Consumer Product Categories
157. Reading: Products and Services
158. Reading: Augmenting Products with Services
159. Reading: Product Marketing in the Marketing Mix
160. 10.3 Product Life Cycle
161. Reading: Stages of the Product Life Cycle
162. Reading: Marketing through the Product Cycle
163. Reading: Challenges in the Product Life Cycle
164. 10.4 Product Portfolio Management
165. Reading: The Product Portfolio
166. Reading: Achieving Portfolio Objectives
167. Reading: New Products in the 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
172. Reading: Commercializing New Products
173. Video: Target Product Design
174. 10.6 Challenges for New Products
175. Reading: Diffusion of Innovation
176. Reading: Improved Success in Product Development
177. 10.7 Putting It Together: Product Marketing
178. Practice Quiz Chapter 10
179. 11.1 Why It Matters: Pricing Strategies
180. 11.2 Pricing Impact on Value of Products or Services
181. Reading: Demonstrating Customer Value
182. Reading: The Psychology of Pricing
183. Video: Value in Branded Eyewear
184. 11.3 Pricing Considerations
185. Reading: Pricing Objectives
186. Reading: Break-Even Pricing
187. Reading: Competitor Impact on Pricing
188. Reading: Benefits of Value-Based Pricing
189. 11.4 Common Pricing Strategies
190. Reading: Skim Pricing
191. Reading: Penetration Pricing
192. Reading: Cost-Oriented Pricing
193. Reading: Discounting Strategies
194. 11.5 Price Elasticity
195. Video: Elasticity of Demand
196. Reading: Elasticity and Price Changes
197. Reading: Products with Elastic and Inelastic Demand
198. Simulation: Demand for Food Trucks
199. 11.6 Competitive Bidding
200. Reading: Competitive Bidding
201. Reading: Price in the Competitive Bid
202. 11.7 Putting It Together: Pricing Strategies
203. Practice Quiz Chapter 11
204. 12.1 Why It Matters: Place: Distribution Channels
205. 12.2 Using Channels of Distribution
206. Reading: Define Channels of Distribution
207. Reading: Distribution Objectives
208. Reading: Channel Structures
209. Reading: The Role of Intermediaries
210. Reading: Marketing Channels vs. Supply Chains
211. Simulation: Distribution
212. 12.3 Managing Distribution Channels
213. Reading: Optimizing Channels
214. Reading: Third-Party Sales
215. Reading: Service Outputs
216. 12.4 Retailers As Channels of Distribution
217. Reading: Define Retailing
218. Reading: Types of Retailers
219. Reading: Retail Strategy
220. 12.5 Integrated Supply Chain Management and the Distribution Strategy
221. Reading: Components of a Supply Chain
222. Reading: Integrated Supply Chain Management
223. Reading: Supply Chain and Channel Strategy
224. 12.6 Putting It Together: Place: Distribution Channels
225. Practice Quiz Chapter 12
226. 13.1 Why It Matters: Promotion: Integrated Marketing Communication (IMC)
227. 13.2 Integrated Marketing Communication (IMC) Definition
228. Reading: Integrated Marketing Communication (IMC) Definition
229. Reading: Marketing Campaigns and IMC
230. 13.3 Defining the Message
231. Reading: Defining the Message
232. 13.4 Determining IMC Objectives and Approach
233. Reading: Determining IMC Objectives and Approach
234. Video: Prioritizing Marketing Communications
235. 13.5 Marketing Communication Methods
236. Reading: Advertising
237. Reading: Public Relations
238. Reading: Sales Promotions
239. Reading: Personal Selling
240. Reading: Direct Marketing
241. Reading: Digital Marketing
242. Reading: Guerrilla Marketing
243. Simulation: IMC Hero
244. 13.6 Using IMC in the Sales Process
245. Reading: Using IMC in the Sales Process
246. 13.7 Customer Relationship Management (CRM) Systems and IMC
247. Reading: Customer Relationship Management (CRM) Systems and IMC
248. 13.8 Measuring Marketing Communication Effectiveness
249. Reading: Measuring Marketing Communication Effectiveness
250. 13.9 Developing a Marketing Campaign and Budget
251. Reading: Developing a Marketing Campaign and Budget
252. 13.10 Putting It Together: Promotion: Integrated Marketing Communication (IMC)
253. 13.11 Focus on Digital Media Marketing
254. 13.12 Focus on Social Media Marketing
255. Practice Quiz Chapter 13
256. 14.1 Why It Matters: Marketing Globally
257. 14.2 Globalization Benefits and Challenges
258. Reading: Globalization Benefits and Challenges
259. 14.3 Approaches to Global Competition
260. Reading: Entry Strategies in Global Markets
261. Reading: Approaches to Global Competition
262. Video: McDonald’s “Globalization”
263. Reading: Applying Marketing Principles in the Global Environment
264. 14.4 Factors Shaping the Global Marketing 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
269. Practice Quiz Chapter 14
270. 15.1 Why It Matters: Marketing Plan
271. 15.2 Elements of the Marketing Plan
272. Reading: Elements of the Marketing Plan
273. 15.3 Presenting the Marketing Plan
274. Reading: Presenting the Marketing Plan
275. Reading: Business Presentations
276. 15.4 The Marketing Plan in Action
277. Reading: Using and Updating the Marketing Plan
278. 15.5 Putting It Together: Marketing Plan
279. Practice Quiz Chapter 15
Credits & References
References
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A Great Marketing Textbook Copyright © 2022 by Curtis Brown, Jr. is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.