CHAPTER 1: CREATING AND CAPTURING CUSTOMER VALUE

1.1 Definition of Marketing1.2 The Marketing Process1.3 Understanding the Marketplace and Customer Needs

1.3.1 Customer Needs, Wants and Demands1.3.2 Market Offerings – Products, Services and Experiences1.3.3 Customer Value and Satisfaction1.3.4 Exchange relationships1.3.5 Markets

1.4 Designing a Customer-Driven Marketing Strategy1.4.1 Selecting customers to serve1.4.2 Choosing a Value Proposition1.4.3 Marketing Management Orientations

a. The production conceptb. The Product Conceptc. The Selling Conceptd. The Marketing Concepte. The societal Marketing Concept

CHAPTER 2: COMPANY AND MARKETING STRATEGY: PARTNERING TO BUILD CUSTOMER RELATIONSHIPS

2.1 Companywide Strategic Planning: Defining Marketing’s Role2.1.1 Defining a Market-Oriented Mission2.1.2 Setting Company Objectives and Goals2.1.3 Designing the Business Portfolio

2.2 Marketing Strategy and the Marketing Mix2.2.1 Customer-Driven Marketing Strategy 2.2.2 Developing an Integrated Marketing Mix

2.3 Managing the Marketing Effort2.3.1 Marketing Analysis2.3.2 Marketing Planning2.3.3 Marketing Implementation2.3.4 Marketing Department Organization2.3.5 Marketing Control

CHAPTER 3: THE MARKETING ENVIRONMENT

3.1 The Company’s Microenvironment3.1.1 The company3.1.2 Suppliers3.1.3 Marketing Intermediaries3.1.4 Competitors3.1.5 Publics

3.1.6 Customers

3.2 The Company’s Macroenvironment3.2.1 Demographic Environment3.2.2 Economic Environment3.2.3 Natural Environment3.2.4 Technological Environment3.2.5 Political and Social Environment3.2.6 Cultural Environment

CHAPTER 4: MANAGING MARKETING INFORMATION TO GAIN CUSTOMER INSIGHTS

4.1 Marketing Information and Customer Insights4.2 Assessing Marketing Information Needs.4.3 Developing Marketing Information4.4 Marketing Research

4.4.1 Defining the problem and research objectives4.4.2 Developing the research plan4.4.3 Implementing the research plan4.4.4 Interpreting and Reporting the Findings

4.5 Analyzing and Using Marketing Information

CHAPTER 5: CONSUMER MARKETS AND CONSUMER BUYER BEHAVIOR

5.1 Model of Consumer Behavior5.2 Characteristics Affecting Consumer Behavior

5.2.1 Cultural Factors5.2.2 Social Factors5.2.3 Personal Factors5.2.4 Psychological Factors

5.3 The Buyer Decision Process5.3.1 Need recognition5.3.2 Information Search5.3.3 Evaluation of Alternatives5.3.4 Purchase Decision5.3.5 Postpurchase Behavior

5.4 The Business Buying Process (pg 200)

CHAPTER 6: MARKET SEGMENTATION, MARKET TARGETING AND POSITIONING FOR COMPETITIVE ADVANTAGE.

6.1 Market Segmentation

6.1.1 Segmenting Consumer Markets6.1.2 Segmenting Business Markets6.1.3 Segmenting International Markets6.1.4 Requirements for Effective Segmentation

6.2 Market Targeting6.2.1 Evaluating market Segments6.2.2 Selecting Target Market Segments

6.3 Differentiation and Positioning6.3.1 Positioning maps6.3.2 Choosing a differentiation and positioning strategy

CHAPTER 7: PRODUCTS, SERVICES, AND BRANDS

7.1 What is a product?7.1.1 Products, services and experiences7.2.2 Levels of Product and Services7.3.3 Product and Service Classifications

7.2 Product and Service Decisions7.2.1 Individual product and service Decisions7.2.2 Product Line Decisions7.2.3 Product Mix Decisions

7.3 Branding Strategy: Building Strong Brands7.3.1 Brand Equity7.3.2 Building Strong Brands

7.4 Services Marketing

CHAPTER 8: PRODUCT LIFE CYCLE STRATEGIES

8.1 Definition8.2 Introduction Stage8.3 Growth Stage8.4 Maturity Stage8.5 Decline Stage

CHAPTER 9: PRICING

9.1 What is a price?9.2 Factors to Consider When Setting Prices

9.2.1 Customer Perceptions of Value9.2.2 Company and Product Cost

9.2.3 Other Internal and External Considerations Affecting Price Decisions

9.3 Pricing Strategies9.3.1 New-Product Pricing Strategies

a. Market-Skimming pricingb. Market-Penetration Pricing

9.3.2 Product Mix pricing Strategiesa. Product Line Pricingb. Optional-Product Pricingc. Captive-Product Pricingd. By-product Pricinge. Product Bundle Pricing

9.3.3 Price-Adjustment Strategiesa. Discount and Allowance Pricingb. Segmented Pricingc. Psychological Pricingd. Promotional Pricinge. Geographic pricing

CHAPTER 10: RETAILING AND WHOLESALING

10.1 Retailing10.1.1Definition10.1.2Types of retailers10.1.3Non-store Retailing

10.2 Wholesaling10.1.1Definition10.1.2Types of Wholesalers

CHAPTER 11: ADVERTISING AND PUBLIC RELATIONS

11.1 Advertising11.1.1Definition of Advertising11.1.2Setting Advertising Objectives11.1.3Developing Advertising Strategy

a. Creating Advertising Messageb. Selecting Advertising Media

11.2 Public Relations 11.4.1Definition11.4.2Role and Impact of Public Relations11.4.3Major Public Relations Tools

11.3 Personal Selling11.3.1Definition11.3.1Steps in Selling Process

11.4 Sales Promotion11.4.1Definition11.4.2Sales promotion Objectives11.4.3Consumer Promotion Tools

11.5 Direct Marketing11.5.1Definition11.5.2Forms/Types of Direct Marketing

a. Direct-Mail Marketingb. Catalog Marketingc. Telephone Marketingd. Direct-Response Television Marketinge. Kiosk Marketingf. New Digital Direct Marketing Technologies

11.6 Online Marketing11.6.1Definition11.6.2Marketing and the Internet

CHAPTER 12: GLOBAL MARKETING

12.1 Global Firm12.2 Global Marketing12.3 Factors Influencing Global Marketing

12.3.1Cultural Factor12.3.2Economic Factor12.3.3Political-legal Environment