Basic Marketing w/ConnectPlus

Table of Contents


Marketing’s Value to Consumers, Firms, and Society 1
Marketing Strategy Planning 2
Evaluating Opportunities in the Changing Marketing Environment 3
Focusing Marketing Strategy with Segmentation and Positioning 4
Demographic Dimensions of Global Consumer Markets 5
Final Consumers and Their Buying Behavior 6
Business and Organizational Customers and Their Buying Behavior 7
Improving Decisions with Marketing Information 8
Elements of Product Planning for Goods and Services 9
Product Management and New-Product Development 10
Place and Development of Channel Systems 11
Distribution Customer Service and Logistics 12
Retailers, Wholesalers, and Their Strategy Planning 13
Promotion—Introduction to Integrated Marketing Communications 14
Personal Selling and Customer Service 15
Advertising, Publicity, and Sales Promotion 16
Pricing Objectives and Policies 17
Price Setting in the Business World 18
Implementing and Controlling Marketing Plans: Evolution and Revolution 19
Managing Marketing’s Link with Other Functional Areas 20
Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges 21
Economics Fundamentals Appendix A
Marketing Arithmetic Appendix B
Career Planning in Marketing Appendix C