CHAPTER 1
Customer-Driven Marketing
Enter the World of Business
Banana Republic Uses Marketing to Bring
Brand to Life
Introduction
Nature of Marketing
The Exchange Relationship
Functions of Marketing
Creating Value with Marketing
The Marketing Concept
Evolution of the Marketing Concept
Developing a Marketing Strategy
Selecting a Target Market
Developing a Marketing Mix
Marketing Research and Information Systems
Online Marketing Research
Buying Behavior
Psychological Variables of Buying Behavior
Social Variables of Buying Behavior
Understanding Buying Behavior
The Marketing Environment
Importance of Marketing to Business and
Society
So You Want a Job in Marketing
Review Your Understanding
Revisit the World of Business
Learn the Terms
Check Your Progress
Get Involved
Build Your Skills: The Marketing Mix
Solve the Dilemma: Will It Go?
Build Your Business Plan: Customer-Driven
Marketing
See for Yourself Videocase: New Belgium
Brews Customer
Satisfaction
Team Exercise
CHAPTER 2
Dimensions of Marketing Strategy
Enter the World of Business
Corvettes New Look and Message
Introduction
The Marketing Mix
Product Strategy
Developing New Products
Classifying Products
Product Line and Product Mix
Product Life Cycle
Identifying Products
Pricing Strategy
Pricing Objectives
Specific Pricing Strategies
Distribution Strategy
Marketing Channels
Intensity of Market Coverage
Physical Distribution
Importance of Distribution in a Marketing
Strategy
Promotion Strategy
The Promotion Mix
Promotion Strategies: To Push or to Pull
Objectives of Promotion
Promotional Positioning
Importance of Marketing Strategy
So You Want to Be a Marketing Manager
Review Your Understanding
Revisit the World of Business
Learn the Terms
Check Your Progress
Get Involved
Build Your Skills: Analyzing Motel 6s
Marketing Strategy
Solve the Dilemma: Better Health with
Snacks
Build Your Business Plan: Dimensions of
Marketing Strategy
See for Yourself Videocase: Groupon Masters
Promotion to
Become a Popular Daily Deal Site
CHAPTER 3
Digital Marketing and Social Networking
Enter the World of Business
Microblog Marketing: Reaching Millions of
Consumers with One Click
Introduction
Growth and Benefits of Digital
Communication
Using Digital Media in Business
Digital Media and the Marketing Mix
Social Networking
Types of Consumer-Generated Marketing and
Digital Media
Social Networks
Blogs and Wikis
Media Sharing
Virtual Worlds
Mobile Marketing
Applications and Widgets
Using Digital Media to Reach Consumers
Using Digital Media to Learn about
Consumers
Legal and Social Issues in Internet
Marketing
Privacy
Identity Theft
Online Fraud
Intellectual Property
Digital Medias Impact on Marketing
So You Want to Be a Digital Marketer
Review Your Understanding
Revisit the World of Business
Learn the Terms
Check Your Progress
Get Involved
Build Your Skills: Planning a Digital
Marketing and Social
Networking Site
Solve the Dilemma: Developing Successful
Freeware
Build Your Business Plan: Digital Marketing
and Social
Networking
See for Yourself Videocase: Should
Employees Use Social Media
Sites at Work?
Team Exercise
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