* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download 1285858344_493600
Product lifecycle wikipedia , lookup
Internal communications wikipedia , lookup
Market penetration wikipedia , lookup
Advertising management wikipedia , lookup
Market segmentation wikipedia , lookup
Pricing strategies wikipedia , lookup
Social media marketing wikipedia , lookup
Consumer behaviour wikipedia , lookup
Affiliate marketing wikipedia , lookup
Sales process engineering wikipedia , lookup
Food marketing wikipedia , lookup
Segmenting-targeting-positioning wikipedia , lookup
Bayesian inference in marketing wikipedia , lookup
Marketing communications wikipedia , lookup
Neuromarketing wikipedia , lookup
Product planning wikipedia , lookup
Sports marketing wikipedia , lookup
Ambush marketing wikipedia , lookup
Target audience wikipedia , lookup
Marketing research wikipedia , lookup
Multi-level marketing wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Digital marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Target market wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Marketing channel wikipedia , lookup
Direct marketing wikipedia , lookup
Sensory branding wikipedia , lookup
Marketing plan wikipedia , lookup
Multicultural marketing wikipedia , lookup
Marketing strategy wikipedia , lookup
Advertising campaign wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Green marketing wikipedia , lookup
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.