Principles of Marketing [University of Minnesota]
Principles of Marketing [University of Minnesota]

Principles of Marketing [University of Minnesota]

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An OER book that dives into the fundamental principles of marketing, such as consumer behavior, market segmenting, and market research.Download EPUB

Table of Contents

Chapter 1: What is Marketing?

  • 1.1 Defining Marketing
  • 1.2 Who Does Marketing?
  • 1.3 Why Study Marketing?
  • 1.4 Themes and Organization of This Book
  • 1.5 Discussion Questions and Activities

Chapter 2: Strategic Planning

  • 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

Chapter 3: Consumer Behavior: How People Make Buying Decisions

  • 3.1 Factors That Influence Consumers’ Buying Behavior
  • 3.2 Low-Involvement Versus High-Involvement Buying Decisions and the Consumer’s Decision-Making Process
  • 3.3 Discussion Questions and Activities

Chapter 4: Business Buying Behavior

  • 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

Chapter 5: Market Segmenting, Targeting, and Positioning

  • 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

Chapter 6: Creating Offerings

  • 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

Chapter 7: Developing and Managing Offerings

  • 7.1 The New Offering Development Process
  • 7.2 Managing New Products: The Product Life Cycle
  • 7.3 Discussion Questions and Activities

Chapter 8: Using Marketing Channels to Create Value for Customers

  • 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

Chapter 9: Using Supply Chains to Create Value for Customers

  • 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

Chapter 10: Gathering and Using Information: Marketing Research and Market Intelligence

  • 10.1 Marketing Information Systems
  • 10.2 Steps in the Marketing Research Process
  • 10.3 Discussion Questions and Activities

Chapter 11: Integrated Marketing Communications and the Changing Media Landscape

  • 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

Chapter 12: Public Relations, Social Media, and Sponsorships

  • 12.1 Public Relations Activities and Tools
  • 12.2 Social Media
  • 12.3 Discussion Questions and Activities

Chapter 13: Professional Selling

  • 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

Chapter 14: Customer Satisfaction, Loyalty, and Empowerment

  • 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

Chapter 15: Price, the Only Revenue Generator

  • 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

Chapter 16: The Marketing Plan

  • 16. The Marketing Plan
  • 16.1 Marketing Planning Roles
  • 16.2 Functions of the Marketing Plan
  • 16.3 Forecasting
  • 16.4 Ongoing Marketing Planning and Evaluation
  • 16.5 Discussion Questions and Activities