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Dedication
Acknowledgements
1. 1.1 Why It Matters: What Is Marketing?
2. 1.2 Marketing Defined
3. Reading: Marketing Defined
4. 1.3 Marketing in Action
5. Reading: Marketing in Action
6. 1.4 The Marketing Concept
7. Reading: The Marketing Concept
8. 1.5 Marketing and Customer Relationships
9. Reading: Marketing and Customer Relationships
10. 1.6 How Organizations Use Marketing
11. Reading: How Organizations Use Marketing
12. 1.7 Value of Marketing
13. Reading: The Value of Marketing
14. Practice Quiz Chapter 1
15. Introduction to Marketing II 2e (MKTG 2005) – Simple Book Publishing
16. 2.1 Why It Matters: Marketing Function
17. 2.2 Importance of Customer
18. Reading: Why Customers Matter
19. 2.3 Segmentation and Targeting Introduction
20. Reading: Defining Your Target Market
21. 2.4 Communicating the Value Proposition
22. Reading: Value for the Customer
23. Reading: Communicating the Value Proposition
24. 2.5 Evaluating Value Proposition Examples
25. Reading: Value Proposition Examples
26. Video: Coffee Shop Marketing
27. 2.6 Marketing Mix
28. Reading: Defining the Marketing Mix
29. Reading: Components of the Marketing Mix
30. Reading: Introduction to the Product Life Cycle
31. 2.7 Using the Marketing Mix
32. Reading: Finding the Right Marketing Mix
33. Case Study: Chobani
34. 2.8 Role of Marketing Plan
35. Reading: The Role of the Marketing Plan
36. Simulation: Ice Cream Magnate
37. 2.9 Putting It Together: Marketing Function
38. Practice Quiz Chapter 2
39. 3.1 Why It Matters: Segmentation and Targeting
40. 3.2 Segmentation and Targeting Rationale
41. Reading: The Purpose of Market Segmentation and Targeting
42. 3.3 Common Segmentation Approaches
43. Reading: Segmentation Criteria and Approaches
44. 3.4 Segmentation Decisions
45. Reading: Choosing a Segmentation Approach and Target Segments
46. Case Study: Bumble Targets Women and Breaks Norms
47. 3.5 Targeting and Marketing Mix
48. Reading: Targeting Strategies and the Marketing Mix
49. Case Study: Red Bull Wins the Extreme Niche
50. Simulation: Segmenting the Ice Cream Market
51. 3.6 Putting It Together: Segmentation and Targeting
52. Practice Quiz Chapter 3
53. 4.1 Why It Matters: Marketing Strategy
54. 4.2 Evaluate Alignment of Marketing Strategies
55. Video: What Is Strategy?
56. Reading: Strategy and Tactics
57. Reading: The Mission Statement
58. Reading: Strategy and Objectives
59. 4.3 Marketing Strategy Mechanics
60. Reading: Creating the Marketing Strategy
61. Reading: Optimizing the Marketing Mix
62. Reading: Implementation and Budget
63. Reading: Evaluating Marketing Results
64. 4.4 Strategic Planning Tools
65. Reading: SWOT Analysis
66. Reading: BCG Matrix
67. Reading: Strategic Opportunity Matrix
68. 4.5 Examples of Corporate Strategies
69. Reading: Market Penetration Example
70. Reading: Market Development Example
71. Reading: Product Development Example
72. Reading: Diversification Example
73. 4.6 Customer Relationships
74. Reading: Customer-Relationship Strategies
75. Video: Harley Davidson Customer Relationships
76. 4.7 Putting It Together: Marketing Strategy
77. Practice Quiz Chapter 4
78. 5.1 Why It Matters: Ethics and Social Responsibility
79. 5.2 Ethical Marketing Issues
80. Reading: Defining Ethics
81. Reading: Common Ethical Issues in Marketing
82. Reading: New Challenges in Marketing Ethics
83. Reading: Corporate Social Responsibility
84. Reading: Product Liability
85. Reading: Fraud in Marketing
86. 5.4 B2B and B2C Marketer Ethical Dilemmas
87. Reading: Gifts and Bribes
88. 5.5 Ensuring Ethical Marketing and Sales
89. Reading: A Culture of Accountability
90. Reading: Ethics for Marketing Employees
91. Simulation: Ethics
92. 5.6 Social Responsibility Marketing Impact
93. Reading: Social Responsibility in the Marketing Strategy
94. Reading: Social Responsibility Initiatives
95. 5.7 Putting It Together: Ethics and Social Responsibility
96. Practice Quiz Chapter 5
97. 6.1 Why It Matters: Marketing Information and Research
98. 6.2 Importance of Marketing Information
99. Reading: The Importance of Marketing Information and Research
100. Case Study: Juicy Fruit Gum
101. 6.3 Types of Marketing Information
102. Reading: Types of Marketing Information
103. 6.4 The Marketing Research Process
104. Reading: The Marketing Research Process
105. 6.5 Marketing Research Techniques
106. Reading: Secondary Marketing Research
107. Reading: Primary Marketing Research Methods
108. 6.6 Marketing Data Sources
109. Reading: Marketing Data Sources
110. 6.7 Customer Relationship Management (CRM) Systems
111. Reading: Customer Relationship Management Systems
112. 6.8 Using Marketing Information
113. Reading: Using Marketing Information
114. 6.9 Putting It Together: Marketing Information and Research
115. Practice Quiz Chapter 6
116. 7.1 Why It Matters: Consumer Behavior
117. 7.2 Buying-Process Stages
118. Reading: The Black Box of Consumer Behavior
119. Reading: Buying-Process Stages
120. 7.3 Low-Involvement vs. High-Involvement Decisions
121. Reading: Low-Involvement vs. High-Involvement Decisions
122. 7.4 Factors Influencing Consumer Decisions
123. Reading: Influences on Consumer Decisions
124. Reading: Situational Factors
125. Reading: Personal Factors
126. Reading: Psychological Factors
127. Video: Consumer Beliefs and Febreze
128. Reading: Social Factors
129. 7.5 B2B Purchasing Decisions
130. Reading: Organizational Buyer Behavior
131. Video: Complexities of a B2B Solution Sale
132. Reading: The Organizational Buying Process
133. 7.6 Putting It Together: Consumer Behavior
134. Practice Quiz Chapter 7
135. 8.1 Why It Matters: Positioning
136. 8.2 Defining Positioning and Differentiation
137. Reading: Defining Positioning and Differentiation
138. 8.3 The Positioning Process
139. Reading: The Positioning Process
140. Video: Starbucks Delivers Community and Connection
141. 8.4 Developing Positioning Statements
142. Reading: Developing Positioning Statements
143. 8.5 Repositioning
144. Reading: Repositioning
145. 8.6 Implementing Positioning Strategy
146. Reading: Implementing Positioning Strategy
147. 8.7 Putting It Together: Positioning
148. Practice Quiz Chapter 8
149. 9.1 Why It Matters: Branding
150. 9.2 Elements of Brand
151. Reading: Elements of Brand
152. Video: REI Builds Brand by Closing on Black Friday
153. Reading: Types of Brands
154. 9.3 Brand Equity
155. Reading: Brand Equity
156. 9.4 Brand Positioning and Alignment
157. Reading: Brand Positioning and Alignment
158. Video: Red Bull’s Extreme Brand Alignment
159. 9.5 Name Selection
160. Reading: Name Selection
161. 9.6 Packaging
162. Reading: Packaging
163. 9.7 Brand Development Strategies
164. Reading: Brand Development Strategies
165. 9.8 Putting It Together: Branding
166. Practice Quiz Chapter 9
167.
168. 10.1 Why It Matters: Product Marketing
169. 10.2 Products and Marketing Mix
170. Reading: Defining Product
171. Reading: Consumer Product Categories
172. Reading: Products and Services
173. Reading: Augmenting Products with Services
174. Reading: Product Marketing in the Marketing Mix
175. 10.3 Product Life Cycle
176. Reading: Stages of the Product Life Cycle
177. Reading: Marketing through the Product Cycle
178. Reading: Challenges in the Product Life Cycle
179. 10.4 Product Portfolio Management
180. Reading: The Product Portfolio
181. Reading: Achieving Portfolio Objectives
182. Reading: New Products in the Portfolio
183. 10.5 New Product Development Process
184. Reading: Overview of the New-Product Development Process
185. Reading: Generating and Screening Ideas
186. Reading: Developing New Products
187. Reading: Commercializing New Products
188. Video: Target Product Design
189. 10.6 Challenges for New Products
190. Reading: Diffusion of Innovation
191. Reading: Improved Success in Product Development
192. 10.7 Putting It Together: Product Marketing
193. Practice Quiz Chapter 10
194. 11.1 Why It Matters: Pricing Strategies
195. 11.2 Pricing Impact on Value of Products or Services
196. Reading: Demonstrating Customer Value
197. Reading: The Psychology of Pricing
198. Video: Value in Branded Eyewear
199. 11.3 Pricing Considerations
200. Reading: Pricing Objectives
201. Reading: Break-Even Pricing
202. Reading: Competitor Impact on Pricing
203. Reading: Benefits of Value-Based Pricing
204. 11.4 Common Pricing Strategies
205. Reading: Skim Pricing
206. Reading: Penetration Pricing
207. Reading: Cost-Oriented Pricing
208. Reading: Discounting Strategies
209. 11.5 Price Elasticity
210. Video: Elasticity of Demand
211. Reading: Elasticity and Price Changes
212. Reading: Products with Elastic and Inelastic Demand
213. Simulation: Demand for Food Trucks
214. 11.6 Competitive Bidding
215. Reading: Competitive Bidding
216. Reading: Price in the Competitive Bid
217. 11.7 Putting It Together: Pricing Strategies
218. Practice Quiz Chapter 11
219. 12.1 Why It Matters: Place: Distribution Channels
220. 12.2 Using Channels of Distribution
221. Reading: Define Channels of Distribution
222. Reading: Distribution Objectives
223. Reading: Channel Structures
224. Reading: The Role of Intermediaries
225. Reading: Marketing Channels vs. Supply Chains
226. Simulation: Distribution
227. 12.3 Managing Distribution Channels
228. Reading: Optimizing Channels
229. Reading: Third-Party Sales
230. Reading: Service Outputs
231. 12.4 Retailers As Channels of Distribution
232. Reading: Define Retailing
233. Reading: Types of Retailers
234. Reading: Retail Strategy
235. 12.5 Integrated Supply Chain Management and the Distribution Strategy
236. Reading: Components of a Supply Chain
237. Reading: Integrated Supply Chain Management
238. Reading: Supply Chain and Channel Strategy
239. 12.6 Putting It Together: Place: Distribution Channels
240. Practice Quiz Chapter 12
241. 13.1 Why It Matters: Promotion: Integrated Marketing Communication (IMC)
242. 13.2 Integrated Marketing Communication (IMC) Definition
243. Reading: Integrated Marketing Communication (IMC) Definition
244. Reading: Marketing Campaigns and IMC
245. 13.3 Defining the Message
246. Reading: Defining the Message
247. 13.4 Determining IMC Objectives and Approach
248. Reading: Determining IMC Objectives and Approach
249. Video: Prioritizing Marketing Communications
250. 13.5 Marketing Communication Methods
251. Reading: Advertising
252. Reading: Public Relations
253. Reading: Sales Promotions
254. Reading: Personal Selling
255. Reading: Direct Marketing
256. Reading: Digital Marketing
257. Reading: Guerrilla Marketing
258. Simulation: IMC Hero
259. 13.6 Using IMC in the Sales Process
260. Reading: Using IMC in the Sales Process
261. 13.7 Customer Relationship Management (CRM) Systems and IMC
262. Reading: Customer Relationship Management (CRM) Systems and IMC
263. 13.8 Measuring Marketing Communication Effectiveness
264. Reading: Measuring Marketing Communication Effectiveness
265. 13.9 Developing a Marketing Campaign and Budget
266. Reading: Developing a Marketing Campaign and Budget
267. 13.10 Putting It Together: Promotion: Integrated Marketing Communication (IMC)
268. 13.11 Focus on Digital Media Marketing
269. 13.12 Focus on Social Media Marketing
270. Practice Quiz Chapter 13
271. 14.1 Why It Matters: Marketing Globally
272. 14.2 Globalization Benefits and Challenges
273. Reading: Globalization Benefits and Challenges
274. 14.3 Approaches to Global Competition
275. Reading: Entry Strategies in Global Markets
276. Reading: Approaches to Global Competition
277. Video: McDonald’s “Globalization”
278. Reading: Applying Marketing Principles in the Global Environment
279. 14.4 Factors Shaping the Global Marketing Environment
280. Reading: Demographic Factors Shaping the Global Marketing Environment
281. Reading: Cultural Factors Shaping the Global Marketing Environment
282. Reading: Institutional Factors Shaping the Global Marketing Environment
283. 14.5 Putting It Together: Marketing Globally
284. Practice Quiz Chapter 14
285. 15.1 Why It Matters: Marketing Plan
286. 15.2 Elements of the Marketing Plan
287. Reading: Elements of the Marketing Plan
288. 15.3 Presenting the Marketing Plan
289. Reading: Presenting the Marketing Plan
290. Reading: Business Presentations
291. 15.4 The Marketing Plan in Action
292. Reading: Using and Updating the Marketing Plan
293. 15.5 Putting It Together: Marketing Plan
294. Practice Quiz Chapter 15
295. Private: NSCC OER Team PowerPoints
296. Private: Lumen Original Un-Edited PowerPoints
Credits & References
References
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Introduction to Marketing - MKTG 3433 Copyright © 2022 by WCOB Marketing Faculty is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.