Principles of Marketing | Jeff Tanner and Mary Anne Raymond

- 1What Is Marketing?
- 2Strategic Planning
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  - 2.1The Value Proposition
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  - 2.2Components of the Strategic Planning Process
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  - 2.3Developing Organizational Objectives and Formulating Strategies
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  - 2.4Where Strategic Planning Occurs within Firms
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  - 2.5Strategic Portfolio Planning Approaches
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  - 2.6Discussion Questions and Activities
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  - 2.7Case Study: Creating a Value Proposition in the Rebar Coatings Industry
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- 3Consumer Behavior: How People Make Buying Decisions
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  - 3.1Factors That Influence Consumers’ Buying Behavior
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  - 3.2Low-Involvement Versus High-Involvement Buying Decisions, and the Customer’s Decision-Making Process
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  - 3.3Discussion Questions and Activities
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  - 3.4Video Case Study: Coke Life
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- 4Business Buying Behavior
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  - 4.1The Characteristics of Business-to-Business (B2B) Markets
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  - 4.2Types of B2B Buyers
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  - 4.3Buying Centers
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  - 4.4Stages in the B2B Buying Process and B2B Buying Situations
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  - 4.5B2B E-Commerce and Social Media Marketing
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  - 4.6International B2B Markets and Ethics in B2B Markets
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  - 4.7Discussion Questions and Activities
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  - 4.8Case Study: Knorr
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- 5Market Segmenting, Targeting, and Positioning
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  - 5.1Targeted Marketing versus Mass Marketing
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  - 5.2How Markets Are Segmented
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  - 5.3Selecting Target Markets and Target-Market Strategies
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  - 5.4Positioning and Repositioning Offerings
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  - 5.5Discussion Questions and Activities
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- 6Product and Service Decisions
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  - 6.1What Comprises an Offering?
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  - 6.2Types of Consumer Offerings
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  - 6.3Types of Business-to-Business (B2B) Offerings
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  - 6.4Branding, Labeling, and Packaging
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  - 6.5Who Manages the Offering
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  - 6.6Discussion Questions and Activities
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  - 6.7Case Study: New Product or New Product Line?
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- 7Developing and Managing Offerings
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  - 7.1The New Offering Development Process
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  - 7.2Managing Products over the Course of the Product Life Cycle
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  - 7.3Discussion Questions and Activities
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  - 7.4Case Study: Yogi Tea
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- 8How Marketing Channels Can Be Used to Create Value for Customers
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  - 8.1Marketing Channels and Channel Partners
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  - 8.2Typical Marketing Channels
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  - 8.3Functions Performed by Channel Partners
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  - 8.4Marketing Channel Strategies
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  - 8.5Channel Dynamics
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  - 8.6Discussion Questions and Activities
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  - 8.7Case Study: Primark
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- 9Using Supply Chains to Create Value for Customers
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  - 9.1Sourcing and Procurement
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  - 9.2Demand Planning and Inventory Control
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  - 9.3Warehousing and Transportation
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  - 9.4Track and Trace Systems and Reverse Logistics
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  - 9.5Discussion Questions and Activities
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  - 9.6Case Study: Can Blockchain Improve the Supply Chain for Web Ads?
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- 10Gathering and Using Information: Marketing Research and Market Intelligence
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  - 10.1Marketing Information Systems and the Rise of Big Data
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  - 10.2Steps in the Marketing Research Process
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  - 10.3Discussion Questions and Activities
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  - 10.4 Case Study: Keaty Realty
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- 11Integrated Marketing Communications and Traditional Media Marketing
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  - 11.1Integrated Marketing Communications (IMC)
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  - 11.2The Promotion (Communication) Mix
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  - 11.3Factors Influencing the Promotion Mix, Communication Process, and Message Problems
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  - 11.4Message Strategies
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  - 11.5The Promotion Budget
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  - 11.6Advertising and Direct Marketing
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  - 11.7Public Relations, Sponsorships, and Product Placements
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  - 11.8Sales Promotions
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  - 11.9Discussion Questions and Activities
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  - 11.10Case Study: Molly’s Home Cooking
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- 12Digital Marketing
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  - 12.1Email Marketing and Search Engine Marketing
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  - 12.2E-Commerce Marketing and M-Commerce (Mobile) Marketing
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  - 12.3Social Media Marketing
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  - 12.4Measuring the Effectiveness of Digital Marketing
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  - 12.5Discussion Questions and Activities
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  - 12.6Video Case Study: The New York Times
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- 13Professional Selling
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  - 13.1The Role Professional Salespeople Play
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  - 13.2Customer Relationships and Selling Strategies
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  - 13.3Sales Metrics (Measures)
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  - 13.4Ethics in Sales and Sales Management
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  - 13.5Aligning Sales and Marketing
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  - 13.6Outsourcing the Sales Function
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  - 13.7Discussion Questions and Activities
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  - 13.8Case Study: Reagan Technologies
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- 14Customer Satisfaction, Loyalty, and Empowerment
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  - 14.1Customer Communities
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  - 14.2Loyalty Management
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  - 14.3Customer Satisfaction
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  - 14.4Ethics, Laws, and Customer Empowerment
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  - 14.5Discussion Questions and Activities
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  - 14.6Case Study: Ravena
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- 15Price, the Only Revenue Generator
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  - 15.1The Pricing Framework and a Firm’s Pricing Objectives
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  - 15.2Factors That Affect Pricing Decisions
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  - 15.3Pricing Strategies
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  - 15.4Discussion Questions and Activities
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  - 15.5Case Study: Intergenerational Knowledge Transfer
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- 16The Marketing Plan
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  - 16.1Marketing Planning Roles
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  - 16.2Functions of the Marketing Plan
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  - 16.3Forecasting
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  - 16.4Ongoing Marketing Planning and Evaluation
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  - 16.5Discussion Questions and Activities
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  - 16.6Case Study: Swerve
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