Part 1 THE WORLD OF MARKETING
Chapter 1 An Overview of Marketing
1-1 What Is Marketing?
1-2 Marketing Management Philosophies
1-3 Differences Between Sales and Market Orientations
1-4 Why Study Marketing?
Chapter 2 Strategic Planning for Competitive Advantage
2-1 The Nature of Strategic Planning
2-2 Strategic Business Units
2-3 Strategic Alternatives
2-4 Defining the Business Mission
2-5 Conducting a Situation Analysis
2-6 Competitive Advantage
2-7 Setting Marketing Plan Objectives
2-8 Describing the Target Market
2-9 The Marketing Mix
2-10 Following Up on the Marketing Plan
2-11 Effective Strategic Planning
Chapter 3 Ethics and Social Responsibility
3-1 Determinants of a Civil Society
3-2 The Concept of Ethical Behavior
3-3 Ethical Behavior in Business
3-4 Corporate Social Responsibility
3-5 Arguments for and Against Social Responsibility
3-6 Cause-Related Marketing
Chapter 4 The Marketing Environment
4-1 The External Marketing Environment
4-2 Social Factors
4-3 Demographic Factors
4-4 Growing Ethnic Markets
4-5 Economic Factors
4-6 Technology and Innovation
4-7 Political and Legal Factors
4-8 Competitive Factors
Chapter 5 Developing a Global Vision
5-1 Rewards of Global Marketing and the Shifting Global Business Landscape
5-2 Multinational Firms
5-3 External Environment Faced by Global Marketers
5-4 Global Marketing by the Individual Firm
5-5 The Global Marketing Mix
5-6 The Impact of the Internet
Part 2 ANALYZING MARKET OPPORTUNITIES
Chapter 6 Consumer Decision Making
6-1 The Importance of Understanding Consumer Behavior
6-2 The Traditional Consumer Decision-Making Process
6-3 Postpurchase Behavior
6-4 Types of Consumer Buying Decisions and Consumer Involvement
6-5 Reconceptualizing the Consumer Decision-Making Process
6-6 Cultural Influences on Consumer Buying Decisions
6-7 Social Influences on Consumer Buying Decisions
6-8 Individual Influences on Consumer Buying Decisions
6-9 Psychological Influences on Consumer Buying Decisions
Chapter 7 Business Marketing
7-1 What Is Business Marketing?
7-2 Trends in B-to-B Internet Marketing
7-3 Relationship Marketing and Strategic Alliances
7-4 Major Categories of Business Customers
7-5 The North American Industry Classification System
7-6 Business versus Consumer Markets
7-7 Types of Business Products
7-8 Business Buying Behavior
Chapter 8 Segmenting and Targeting Markets
8-1 Markets and Market Segments
8-2 The Importance of Market Segmentation
8-3 Criteria for Successful Segmentation
8-4 Bases for Segmenting Consumer Markets
8-5 Bases for Segmenting Business Markets
8-6 Steps in Segmenting a Market
8-7 Strategies for Selecting Target Markets
8-8 CRM as a Targeting Tool
8-9 Positioning
Chapter 9 Marketing Research
9-1 The Role of Marketing Research
9-2 Steps in a Marketing Research Project
9-3 The Profound Impact of the Internet on Marketing Research
9-4 The Growing Importance of Mobile Research
9-5 Scanner-Based Research
9-6 When Should Marketing Research Be Conducted?
9-7 Competitive Intelligence
Part 3 PRODUCT DECISIONS
Chapter 10 Product Concepts
10-1 What Is a Product?
10-2 Types of Consumer Products
10-3 Product Items, Lines, and Mixes
10-4 Branding
10-5 Packaging
10-6 Global Issues in Branding and Packaging
10-7 Product Warranties
Chapter 11 Developing and Managing Products
11-1 The Importance of New Products
11-2 The New-Product Development Process
11-3 Why Some Products Succeed and Others Fail
11-4 Global Issues in New-Product Development
11-5 The Spread of New Products
11-6 Product Life Cycles
Chapter 12 Services and Nonprofit Organization Marketing
12-1 The Importance of Services
5-1 Rewards of Global Marketing and the Shifting Global Business Landscape
5-2 Multinational Firms
5-3 External Environment Faced by Global Marketers
5-4 Global Marketing by the Individual Firm
5-5 The Global Marketing Mix
5-6 The Impact of the Internet
Part 2 ANALYZING MARKET OPPORTUNITIES
Chapter 6 Consumer Decision Making
6-1 The Importance of Understanding Consumer Behavior
6-2 The Traditional Consumer Decision-Making Process
6-3 Postpurchase Behavior
6-4 Types of Consumer Buying Decisions and Consumer Involvement
6-5 Reconceptualizing the Consumer Decision-Making Process
6-6 Cultural Influences on Consumer Buying Decisions
6-7 Social Influences on Consumer Buying Decisions
6-8 Individual Influences on Consumer Buying Decisions
6-9 Psychological Influences on Consumer Buying Decisions
Chapter 7 Business Marketing
7-1 What Is Business Marketing?
7-2 Trends in B-to-B Internet Marketing
7-3 Relationship Marketing and Strategic Alliances
7-4 Major Categories of Business Customers
7-5 The North American Industry Classification System
7-6 Business versus Consumer Markets
7-7 Types of Business Products
7-8 Business Buying Behavior
Chapter 8 Segmenting and Targeting Markets
8-1 Markets and Market Segments
8-2 The Importance of Market Segmentation
8-3 Criteria for Successful Segmentation
8-4 Bases for Segmenting Consumer Markets
8-5 Bases for Segmenting Business Markets
8-6 Steps in Segmenting a Market
8-7 Strategies for Selecting Target Markets
8-8 CRM as a Targeting Tool
8-9 Positioning
Chapter 9 Marketing Research
9-1 The Role of Marketing Research
9-2 Steps in a Marketing Research Project
9-3 The Profound Impact of the Internet on Marketing Research
9-4 The Growing Importance of Mobile Research
9-5 Scanner-Based Research
9-6 When Should Marketing Research Be Conducted?
9-7 Competitive Intelligence
Part 3 PRODUCT DECISIONS
Chapter 10 Product Concepts
10-1 What Is a Product?
10-2 Types of Consumer Products
10-3 Product Items, Lines, and Mixes
10-4 Branding
10-5 Packaging
10-6 Global Issues in Branding and Packaging
10-7 Product Warranties
Chapter 11 Developing and Managing Products
11-1 The Importance of New Products
11-2 The New-Product Development Process
11-3 Why Some Products Succeed and Others Fail
11-4 Global Issues in New-Product Development
11-5 The Spread of New Products
11-6 Product Life Cycles
Chapter 12 Services and Nonprofit Organization Marketing
12-1 The Importance of Services
12-2 How Services Differ from Goods
12-3 Service Quality
12-4 Marketing Mixes for Services
12-5 Relationship Marketing in Services
12-6 Internal Marketing in Service Firms
Part 4 DISTRIBUTION DECISIONS
Chapter 13 Supply Chain Management and Marketing Channels
13-1 Supply Chains and Supply Chain Management
13-2 Supply Chain Integration
13-3 The Key Processes of Supply Chain Management
13-4 Sustainable Supply Chain Management
13-5 Trends in Supply Chain Management
13-6 Marketing Channels and Channel Intermediaries
13-7 Channel Structures
13-8 Omnichannel versus Multichannel Marketing
Chapter 14 Retailing
14-1 The Importance of Retailing
14-2 Types of Retailers and Retail Operations
14-3 The Rise of Nonstore Retailing
14-4 Retail Operations Models
14-5 Executing a Retail Marketing Strategy
14-6 Retailing Decisions for Services
14-7 Addressing Retail Product/Service Failures
14-8 Retailer and Retail Customer Trends and Advancements
Part 5 PROMOTION AND COMMUNICATION STRATEGIES
Chapter 15 Marketing Communications
15-1 The Role of Promotion in the Marketing Mix
15-2 Marketing Communication
15-3 The Goals of Promotion
15-4 The Promotional Mix
15-5 Promotional Goals and the AIDA Concept
15-6 Integrated Marketing Communications
15-7 Factors Affecting the Promotional Mix
Chapter 16 Advertising, Public Relations, and Sales Promotion
16-1 The Effects of Advertising
16-2 Major Types of Advertising
16-3 Creative Decisions in Advertising
16-4 Media Decisions in Advertising
16-5 Public Relations
16-6 Sales Promotion
Chapter 17 Personal Selling and Sales Management
17-1 The Sales Environment
17-2 Personal Selling
17-3 Relationship Selling
17-4 Steps in the Selling Process
17-5 Sales Management
17-6 Customer Relationship Management and the Sales Process
Chapter 18 Social Media and Marketing
18-1 What Are Social Media?
18-2 Creating and Leveraging a Social Media Campaign
18-3 Evaluation and Measurement of Social Media
18-4 Social Behavior of Consumers
18-5 Social Media Tools: Consumer- and Corporate- Generated Content
18-6 Social Media and Mobile Technology
18-7 The Social Media Plan
Part 6 PRICING DECISIONS
Chapter 19 Pricing Concepts
19-1 The Importance of Price
19-2 Pricing Objectives
19-3 The Demand Determinant of Price
19-4 The Power of Dynamic Pricing and Yield Management Systems
19-5 The Cost Determinant of Price
19-6 Other Determinants of Price
19-7 How to Set a Price on a Product
19-8 The Legality of Price Strategy
19-9 Tactics for Fine-Tuning the Base Price