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About This Book
For Students: How to Access and Use this Textbook
1.1 Defining Marketing
1.2 Who Does Marketing?
1.3 Why Study Marketing?
1.4 Marketing Planning
1.5 Discussion Questions and Activities
1.6 Key Terms
2.1 The Value Proposition
2.2 Components of the Strategic Planning Process
2.3 Developing Organizational Objectives and Formulating Strategies
2.4 Where Strategic Planning Occurs within Firms
2.5 Strategic Portfolio Planning Approaches
2.6 Discussion Questions and Activities
2.7 Key Terms
3.1 Factors That Influence Consumers’ Buying Behaviour
3.2 Low-Involvement Versus High-Involvement Buying Decisions and the Consumer’s Decision-Making Process
3.3 Discussion Questions and Activities
3.4 Key Terms
4.1 The Characteristics of Business-to-Business (B2B) Markets
4.2 Types of B2B Buyers
4.3 Buying Centers
4.4 Stages in the B2B Buying Process and B2B Buying Situations
4.5 International B2B Markets and E-commerce
4.6 Ethics in B2B Markets
4.7 Discussion Questions and Activities
4.8 Key Terms
5.1 Targeted Marketing versus Mass Marketing
5.2 How Markets Are Segmented
5.3 Selecting Target Markets and Target-Market Strategies
5.4 Positioning and Repositioning Offerings
5.5 Discussion Questions and Activities
5.6 Key Terms
6.1 What Composes an Offering?
6.2 Types of Consumer Offerings
6.3 Types of Business-to-Business (B2B) Offerings
6.4 Branding, Labeling, and Packaging
6.5 Managing the Offering
6.6 Discussion Questions and Activities
6.7 Key Terms
7.1 The New Offering Development Process
7.2 Managing New Products: The Product Life Cycle
7.3 Discussion Questions and Activities
7.4 Key Terms
8.1 Marketing Channels and Channel Partners
8.2 Typical Marketing Channels
8.3 Functions Performed by Channel Partners
8.4 Marketing Channel Strategies
8.5 Channel Dynamics
8.6 Discussion Questions and Activities
8.7 Key Terms
9.1 Sourcing and Procurement
9.2 Demand Planning and Inventory Control
9.3 Warehousing and Transportation
9.4 Track and Trace Systems and Reverse Logistics
9.5 Discussion Questions and Activities
9.6 Key Terms
10.1 Marketing Information Systems
10.2 Steps in the Marketing Research Process
10.3 Discussion Questions and Activities
10.4 Key Terms
11.1 Integrated Marketing Communications (IMC)
11.2 The Promotion (Communication) Mix
11.3 Factors Influencing the Promotion Mix, Communication Process, and Message Problems
11.4 Advertising and Direct Marketing
11.5 Message Strategies
11.6 The Promotion Budget
11.7 Sales Promotions
11.8 Discussion Questions and Activities
11.9 Key Terms
12.1 Public Relations Activities and Tools
12.2 Social Media
12.3 Discussion Questions and Activities
12.4 Key Terms
13.1 The Role Professional Salespeople Play
13.2 Customer Relationships and Selling Strategies
13.3 Sales Metrics (Measures)
13.4 Ethics in Sales and Sales Management
13.5 Integrating Sales and Marketing
13.6 Outsourcing the Sales Function
13.7 Discussion Questions and Activities
13.8 Key Terms
14.1 Customer Communities
14.2 Loyalty Management
14.3 Customer Satisfaction
14.4 Ethics, Laws, and Customer Empowerment
14.5 Discussion Questions and Activities
14.6 Key Terms
15.1 The Pricing Framework and a Firm’s Pricing Objectives
15.2 Factors That Affect Pricing Decisions
15.3 Pricing Strategies
15.4 Discussion Questions and Activities
15.5 Key Terms
16.1 The Marketing Plan
16.2 Marketing Planning Roles
16.3 Functions of the Marketing Plan
16.4 Forecasting
16.5 Ongoing Marketing Planning and Evaluation
16.6 Discussion Questions and Activities
16.7 Key Words
Supplementary Material
Versioning History
14.1 Consumer Communities
14.4 Ethics, Laws and Customer Empowerment
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Principles of Marketing Copyright © 2022 by [Author removed at request of original publisher] is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.