Download 1285858344_493600

Chapter 1
An Overview of Strategic Marketing
1-1.
Define marketing.
1-2.
Explain the different variables of the marketing mix.
1-3.
Describe how marketing creates value.
1-4.
Briefly describe the marketing environment.
1-5.
Summarize the marketing concept.
1-6.
Identify the importance of building customer relationships.
1-7.
Explain why marketing is important to our global economy.
Chapter 2
Planning, Implementing, and Evaluating Marketing Strategies
2-1 Explain the strategic planning process.
2-2 Identify what is necessary to effectively manage the implementation of marketing strategies.
2-3 Describe the major elements of strategic performance evaluation.
2-4 Describe the development of a marketing plan.
Chapter 3
The Marketing Environment
3-1.
Summarize why it is important to examine and respond to the marketing environment.
3-2.
Explain how competitive factors affect an organization’s ability to compete.
3-3.
Articulate how economic factors influence a customer’s ability and willingness to buy
products.
3-4.
Identify the types of political forces in the marketing environment.
3-5.
Explain how laws, government regulations, and self-regulatory agencies affect marketing
activities.
3-6.
Describe how new technology impacts marketing and society.
3-7.
Outline the sociocultural issues marketers must deal with as they make decisions.
Chapter 4
Social Responsibility and Ethics in Marketing
OBJECTIVES
4-1.
Define the four dimensions of social responsibility.
4-2.
State the importance of marketing ethics
4-3. Describe the three factors of ethical decision making.
4-4.
Comment on the requirements for improving ethical decision making.
4-5.
Critique the role of social responsibility and ethics in improving marketing
performance
Chapter 5
Marketing Research and Information Systems
OBJECTIVES
5-1. Define marketing research and its importance to decision makers.
5-2. Distinguish between exploratory and conclusive research.
5-3.
Name the five basic steps in conducting marketing research, including the two types of
data and four survey methods.
5-4.
Describe the tools, such as databases, big data, decision support systems, and the Internet,
useful to marketing decision making.
5-5.
Identify ethical and international issues in marketing research.
Chapter 6
Target Markets: Segmentation and Evaluation
Objectives
6-1 Explain what markets are and how they are generally classified.
6-2 Identify of the five steps of the target market selection process.
6-3 Describe the differences among general targeting strategies.
6-4 Identify the major segmentation variables.
6-5 Explain what segment profiles are and how they are used.
6-6 Explain how to evaluate market segments.
6-7 Identify the factors that influence the selection of specific market segments for use as target
markets.
6-8 Discuss sales forecasting methods.
Chapter 7
Consumer Buying Behavior
Objectives
7-1 Recognize the stages of the consumer buying decision process.
7-2 Describe the types of consumer decision making and the level of involvement.
7-3 Explain how situational influences may affect the consumer buying decision process
7-4 Identify the psychological influences that may affect the consumer buying decision process.
7-5 Describe the social influences that may affect the consumer buying decision process.
7-6 Discuss consumer misbehavior.
Chapter 8
Business Markets and Buying Behavior
Objectives
8-1.
Distinguish among the four types of business markets
8-2.
Identify the major characteristics of business customers and transactions
8-3.
Identify the attributes of demand for business products
8-4.
Describe the buying center, stages of the business buying decision process, and the
factors that affect this process
8-5.
Describe industrial classification systems and how they can be used to identify and
analyze business markets
Chapter 9
Reaching Global Markets
9-1.
Define international marketing.
9-2.
Differentiate between the six environmental forces that affect international marketing
efforts.
9-3.
List six important international trade agreements.
9-4.
Identify methods of international market entry.
9-5.
Summarize the three forms of global organizational structure.
9-6.
Describe the use of the marketing mix internationally.
Chapter 10
Digital Marketing and Social Networking
OBJECTIVES
10-1. Define digital media, digital marketing, and electronic marketing.
10-2. Summarize the growth and importance of digital marketing,
10-3. Describe different types of digital media and how they can be used for marketing.
10-4. Critique the seven different ways consumers use digital media.
10-5. Describe how digital media affects the four variables of the marketing mix.
10-6. Identify legal and ethical considerations in digital marketing.
Chapter 11
Product, Branding, and Packaging Concepts
Objectives
11-1. Explain the concept of a product.
11-2. Discuss how products are classified.
11-3. Explain the concepts of product line and product mix and how they are related.
11-4. Describe the product life cycle and its impact on marketing strategies.
11-5. Discuss the product adoption process.
11-6. Explain the major components of branding, including brand types, branding strategies, and
brand protection.
11-7. Describe the major packaging functions, design considerations, and how packaging is used
in marketing strategies.
11-8. Identify the functions of labeling and legal issues related to labeling.
Chapter 12
Developing and Managing Products
Objectives
12-1 Explain how companies manage existing products through line extensions and product
modifications
12-2 Describe how businesses develop a product idea into a commercial product
12-3 Discuss the importance of product differentiation and the elements that differentiate one
product from another
12-4 Explain how businesses position their products
12-5 Discuss how product deletion is used to improve product mixes
12-6 Describe organizational structures used for managing products.
Chapter 13
Services Marketing
Objectives
13-1 Discuss the growth and importance of services
13-2 Identify the characteristics of services that differentiate them from goods
13-3 Describe how the characteristics of services influence the development of marketing mixes
for services
13-4 Explain the importance of service quality and how to deliver exceptional service quality
13-5 Discuss the nature of nonprofit marketing
Chapter 14
Marketing Channels and Supply-Chain Management
Objectives
14-1 Describe the foundations of supply-chain management.
14-2 Explain the role and significance of marketing channels and supply chains.
14-3 Identify the intensity of market coverage.
14-4 Describe strategic issues in marketing channels, including leadership, cooperation, and
conflict.
14-5 Include physical distribution as a part of supply-chain management.
14-6 Describe legal issues in channel management.
Chapter 15
Retailing, Direct Marketing, and Wholesaling
Objectives
15-1 Describe the purpose and function of retailers in the marketing channel.
15-2 Identify the major types of retailers.
15-3 Explain strategic issues in retailing.
15-4 Recognize the various forms of direct marketing, direct selling, and vending.
15-5 Describe franchising and its benefits and weaknesses.
15-6 Explain the nature and functions of wholesalers.
Chapter 16
Integrated Marketing Communications
OBJECTIVES
16-1. Define integrated marketing communications.
16-2. Describe the steps of the communication process.
16-3. Recognize the definition and objectives of promotion.
16-4. Summarize the four elements of the promotion mix.
16-5. Explain the factors that are used to determine a product’s promotion mix.
16-6. Describe how word-of-mouth communication affects promotion.
16-7. Discuss how product placement impacts promotion.
16-8. List major criticisms and defenses of promotion.
Chapter 17
Advertising and Public Relations
OBJECTIVES
17-1. Describe advertising and its different types.
17-2. Summarize the eight major steps in developing an advertising campaign.
17-3. Identify who is responsible for developing advertising campaigns.
17-4. Define public relations.
17-5. Describe the different tools of public relations.
17-6. Analyze how public relations is used and evaluated.
Chapter 18
Personal Selling and Sales Promotion
OBJECTIVES
18-1. Describe the major goals of personal selling.
18-2. Summarize the seven basic steps in the personal selling process.
18-3. Identify the types of sales force personnel.
18-4. Describe team selling and relationship selling.
18-5. Discuss eight major decisions in sales force management.
18-6. Describe sales promotion.
18-7. Review consumer sales promotion methods.
18-8. Review trade sales promotion methods.
Chapter 19
Pricing Concepts
OBJECTIVES
19-1. Summarize why price is important to the marketing mix.
19-2. Compare price competition with nonprice competition.
19-3. Explain the importance of demand curves and the price elasticity of demand.
19-4. Describe the relationships among demand, costs, and profits.
19-5. Describe eight key factors that may influence marketers’ pricing decisions.
19-6. Identify seven methods companies can use to price products for business markets.
Chapter 20
Setting Prices
Objectives
20-1 Identify issues related to developing pricing objectives.
20-2 Discuss the importance of identifying the target market’s evaluation of price.
20-3 Explain how marketers analyze competitors’ prices.
20-4 Describe the bases used for setting prices.
20-5 Explain the different types of pricing strategies.
20-6 Describe the selection of a specific price.