Marketing: Managing Profitable Customer Relationships
What is marketing, understanding the marketplace
and customer needs, designing a customer-driven
marketing strategy, preparing a marketing plan and
program, capturing value from customers and the new
marketing landscape
Company and Marketing Strategy: Partnering to Build Customer Relationships
Companywide strategic planning: defining marketing’s
role, planning marketing, partnering to build customer
relationships, marketing strategy and the marketing mix
and managing the marketing effort
The Marketing Environment
The company’s microenvironment, the company’s
macroenvironment and responding to the marketing
environment
Managing Marketing Information
Assessing marketing information needs, developing
marketing information, marketing research, analyzing
marketing information, distributing and using marketing
information other marketing information considerations
Consumer and Business Buyer Behavior
Consumer markets and consumer buyer behavior, business
markets and business buyer behavior
Segmentation, Targeting and Positioning: Building the Right Relationships with the Right Customers
Market segmentations, target marketing and positioning
for competitive advantage
Product, Services, and Branding Strategy
What is a product, product and service decisions, branding
strategy, building strong brands, services marketing and
additional product considerations
New-Product Development and Product Life-Cycle Strategies
New-product development strategy and product
life-cycle strategies
Pricing: Understanding and Capturing Customer Value
What is price, new-product pricing strategies, price-adjustment
strategies, price changes and public policy and pricing
Marketing Channels and Supply Chain Management
The nature and importance of marketing channels, channel
behavior and organization, channel design decisions,
channel management decisions, public policy and
distribution decisions and marketing logistics and supply
chain management
Retailing and Wholesaling
Retailing and wholesaling
Communicating Customer Value: Advertising, Sales Promotion and Public Relations
The promotion mix, integrated marketing
communication, shaping the overall promotions mix,
advertising, sales promotion and public relations
Communicating Customer Value: Personal Selling and Direct Marketing
Personal selling, managing the sales force, the personal
selling process and direct marketing
Marketing In the Digital Age
The digital age, marketing strategy in the digital age,
e-marketing domains, marketing on the web and the
promise and challenges of e-commerce
The Global Marketplace
Global marketing in the twenty-first century, looking at
the global marketing environment, deciding whether to go
international, deciding which markets to enter, deciding
how to enter the market, deciding on the global marketing
program and deciding on the global marketing organization
Marketing Ethics and Social Responsibility
Social criticisms of marketing, citizen and public actions
to regulate marketing and business actions toward socially
responsible marketing
