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Dedication
Acknowledgements
1.1 Why It Matters: What Is Marketing?
1.2 Marketing Defined
Reading: Marketing Defined
1.3 Marketing in Action
Reading: 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
Introduction to Marketing II 2e (MKTG 2005) – Simple Book Publishing
2.1 Why It Matters: Marketing Function
2.2 Importance of Customer
Reading: Why Customers Matter
2.3 Segmentation and Targeting Introduction
Reading: Defining Your Target Market
2.4 Communicating the Value Proposition
Reading: Value for the Customer
Reading: Communicating the Value Proposition
2.5 Evaluating Value Proposition Examples
Reading: Value Proposition Examples
Video: Coffee Shop Marketing
2.6 Marketing Mix
Reading: Defining the Marketing Mix
Reading: Components of the Marketing Mix
Reading: Introduction to the Product Life Cycle
2.7 Using the Marketing Mix
Reading: Finding the Right Marketing Mix
Case Study: Chobani
2.8 Role of Marketing Plan
Reading: The Role of the Marketing Plan
Simulation: Ice Cream Magnate
2.9 Putting It Together: Marketing Function
Practice Quiz Chapter 2
3.1 Why It Matters: Segmentation and Targeting
3.2 Segmentation and Targeting Rationale
Reading: The Purpose of Market Segmentation and Targeting
3.3 Common Segmentation Approaches
Reading: Segmentation Criteria and Approaches
3.4 Segmentation Decisions
Reading: Choosing a Segmentation Approach and Target Segments
Case Study: Bumble Targets Women and Breaks Norms
3.5 Targeting and Marketing Mix
Reading: Targeting Strategies and the Marketing Mix
Case Study: Red Bull Wins the Extreme Niche
Simulation: Segmenting the Ice Cream Market
3.6 Putting It Together: Segmentation and Targeting
Practice Quiz Chapter 3
4.1 Why It Matters: Marketing Strategy
4.2 Evaluate Alignment of Marketing Strategies
Video: What Is Strategy?
Reading: Strategy and Tactics
Reading: The Mission Statement
Reading: Strategy and Objectives
4.3 Marketing Strategy Mechanics
Reading: Creating the Marketing Strategy
Reading: Optimizing the Marketing Mix
Reading: Implementation and Budget
Reading: Evaluating Marketing Results
4.4 Strategic Planning Tools
Reading: SWOT Analysis
Reading: BCG Matrix
Reading: Strategic Opportunity Matrix
4.5 Examples of Corporate Strategies
Reading: Market Penetration Example
Reading: Market Development Example
Reading: Product Development Example
Reading: Diversification Example
4.6 Customer Relationships
Reading: Customer-Relationship Strategies
Video: Harley Davidson Customer Relationships
4.7 Putting It Together: Marketing Strategy
Practice Quiz Chapter 4
5.1 Why It Matters: Ethics and Social Responsibility
5.2 Ethical Marketing Issues
Reading: Defining Ethics
Reading: Common Ethical Issues in Marketing
Reading: New Challenges in Marketing Ethics
Reading: Corporate Social Responsibility
Reading: Product Liability
Reading: Fraud in Marketing
5.4 B2B and B2C Marketer Ethical Dilemmas
Reading: Gifts and Bribes
5.5 Ensuring Ethical Marketing and Sales
Reading: A Culture of Accountability
Reading: Ethics for Marketing Employees
Simulation: Ethics
5.6 Social Responsibility Marketing Impact
Reading: Social Responsibility in the Marketing Strategy
Reading: Social Responsibility Initiatives
5.7 Putting It Together: Ethics and Social Responsibility
Practice Quiz Chapter 5
6.1 Why It Matters: Marketing Information and Research
6.2 Importance of Marketing Information
Reading: The Importance of Marketing Information and Research
Case Study: Juicy Fruit Gum
6.3 Types of Marketing Information
Reading: Types of Marketing Information
6.4 The Marketing Research Process
Reading: The Marketing Research Process
6.5 Marketing Research Techniques
Reading: Secondary Marketing Research
Reading: Primary Marketing Research Methods
6.6 Marketing Data Sources
Reading: Marketing Data Sources
6.7 Customer Relationship Management (CRM) Systems
Reading: Customer Relationship Management Systems
6.8 Using Marketing Information
Reading: Using Marketing Information
6.9 Putting It Together: Marketing Information and Research
Practice Quiz Chapter 6
7.1 Why It Matters: Consumer Behavior
7.2 Buying-Process Stages
Reading: The Black Box of Consumer Behavior
Reading: Buying-Process Stages
7.3 Low-Involvement vs. High-Involvement Decisions
Reading: Low-Involvement vs. High-Involvement Decisions
7.4 Factors Influencing Consumer Decisions
Reading: Influences on Consumer Decisions
Reading: Situational Factors
Reading: Personal Factors
Reading: Psychological Factors
Video: Consumer Beliefs and Febreze
Reading: Social Factors
7.5 B2B Purchasing Decisions
Reading: Organizational Buyer Behavior
Reading: The Organizational Buying Process
7.6 Putting It Together: Consumer Behavior
Practice Quiz Chapter 7
8.1 Why It Matters: Positioning
8.2 Defining Positioning and Differentiation
Reading: Defining Positioning and Differentiation
8.3 The Positioning Process
Reading: The Positioning Process
Video: Starbucks Delivers Community and Connection
8.4 Developing Positioning Statements
Reading: Developing Positioning Statements
8.5 Repositioning
Reading: Repositioning
8.6 Implementing Positioning Strategy
Reading: Implementing Positioning Strategy
8.7 Putting It Together: Positioning
Practice Quiz Chapter 8
9.1 Why It Matters: Branding
9.2 Elements of Brand
Reading: Elements of Brand
Video: REI Builds Brand by Closing on Black Friday
Reading: Types of Brands
9.3 Brand Equity
Reading: Brand Equity
9.4 Brand Positioning and Alignment
Reading: Brand Positioning and Alignment
Video: Red Bull’s Extreme Brand Alignment
9.5 Name Selection
Reading: Name Selection
9.6 Packaging
Reading: Packaging
9.7 Brand Development Strategies
Reading: Brand Development Strategies
9.8 Putting It Together: Branding
Practice Quiz Chapter 9
10.1 Why It Matters: Product Marketing
10.2 Products and Marketing Mix
Reading: Defining Product
Reading: Consumer Product Categories
Reading: Products and Services
Reading: Augmenting Products with Services
Reading: Product Marketing in the Marketing Mix
10.3 Product Life Cycle
Reading: Stages of the Product Life Cycle
Reading: Marketing through the Product Cycle
Reading: Challenges in the Product Life Cycle
10.4 Product Portfolio Management
Reading: The Product Portfolio
Reading: Achieving Portfolio Objectives
Reading: New Products in the Portfolio
10.5 New Product Development Process
Reading: Overview of the New-Product Development Process
Reading: Generating and Screening Ideas
Reading: Developing New Products
Reading: Commercializing New Products
Video: Target Product Design
10.6 Challenges for New Products
Reading: Diffusion of Innovation
Reading: Improved Success in Product Development
10.7 Putting It Together: Product Marketing
Practice Quiz Chapter 10
11.1 Why It Matters: Pricing Strategies
11.2 Pricing Impact on Value of Products or Services
Reading: Demonstrating Customer Value
Reading: The Psychology of Pricing
Video: Value in Branded Eyewear
11.3 Pricing Considerations
Reading: Pricing Objectives
Reading: Break-Even Pricing
Reading: Competitor Impact on Pricing
Reading: Benefits of Value-Based Pricing
11.4 Common Pricing Strategies
Reading: Skim Pricing
Reading: Penetration Pricing
Reading: Cost-Oriented Pricing
Reading: Discounting Strategies
11.5 Price Elasticity
Video: Elasticity of Demand
Reading: Elasticity and Price Changes
Reading: Products with Elastic and Inelastic Demand
Simulation: Demand for Food Trucks
11.6 Competitive Bidding
Reading: Competitive Bidding
Reading: Price in the Competitive Bid
11.7 Putting It Together: Pricing Strategies
Practice Quiz Chapter 11
12.1 Why It Matters: Place: Distribution Channels
12.2 Using Channels of Distribution
Reading: Define Channels of Distribution
Reading: Distribution Objectives
Reading: Channel Structures
Reading: The Role of Intermediaries
Reading: Marketing Channels vs. Supply Chains
Simulation: Distribution
12.3 Managing Distribution Channels
Reading: Optimizing Channels
Reading: Third-Party Sales
Reading: Service Outputs
12.4 Retailers As Channels of Distribution
Reading: Define Retailing
Reading: Types of Retailers
Reading: Retail Strategy
12.5 Integrated Supply Chain Management and the Distribution Strategy
Reading: Components of a Supply Chain
Reading: Integrated Supply Chain Management
Reading: Supply Chain and Channel Strategy
12.6 Putting It Together: Place: Distribution Channels
Practice Quiz Chapter 12
13.1 Why It Matters: Promotion: Integrated Marketing Communication (IMC)
13.2 Integrated Marketing Communication (IMC) Definition
Reading: Integrated Marketing Communication (IMC) Definition
Reading: Marketing Campaigns and IMC
13.3 Defining the Message
Reading: Defining the Message
13.4 Determining IMC Objectives and Approach
Reading: Determining IMC Objectives and Approach
Video: Prioritizing Marketing Communications
13.5 Marketing Communication Methods
Reading: Advertising
Reading: Public Relations
Reading: Sales Promotions
Reading: Personal Selling
Reading: Direct Marketing
Reading: Digital Marketing
Reading: Guerrilla Marketing
Simulation: IMC Hero
13.6 Using IMC in the Sales Process
Reading: Using IMC in the Sales Process
13.7 Customer Relationship Management (CRM) Systems and IMC
Reading: Customer Relationship Management (CRM) Systems and IMC
13.8 Measuring Marketing Communication Effectiveness
Reading: Measuring Marketing Communication Effectiveness
13.9 Developing a Marketing Campaign and Budget
Reading: Developing a Marketing Campaign and Budget
13.10 Putting It Together: Promotion: Integrated Marketing Communication (IMC)
13.11 Focus on Digital Media Marketing
13.12 Focus on Social Media Marketing
Practice Quiz Chapter 13
14.1 Why It Matters: Marketing Globally
14.2 Globalization Benefits and Challenges
Reading: Globalization Benefits and Challenges
14.3 Approaches to Global Competition
Reading: Entry Strategies in Global Markets
Reading: Approaches to Global Competition
Video: McDonald’s “Globalization”
Reading: Applying Marketing Principles in the Global Environment
14.4 Factors Shaping the Global Marketing Environment
Reading: Demographic Factors Shaping the Global Marketing Environment
Reading: Cultural Factors Shaping the Global Marketing Environment
Reading: Institutional Factors Shaping the Global Marketing Environment
14.5 Putting It Together: Marketing Globally
Practice Quiz Chapter 14
15.1 Why It Matters: Marketing Plan
15.2 Elements of the Marketing Plan
Reading: Elements of the Marketing Plan
15.3 Presenting the Marketing Plan
Reading: Presenting the Marketing Plan
Reading: Business Presentations
15.4 The Marketing Plan in Action
Reading: Using and Updating the Marketing Plan
15.5 Putting It Together: Marketing Plan
Practice Quiz Chapter 15
Private: NSCC OER Team PowerPoints
Private: Lumen Original Un-Edited PowerPoints
Credits & References
References
Video Transcriptions
PowerPoints as adapted by the NSCC OER Committee can be found here.
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Private: NSCC OER Team PowerPoints Copyright © 2022 by Lumen Learning. All Rights Reserved.
