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Chapter 1 1 Define marketing, explain how it creates utility, and describe its role in the global marketplace. 2 Contrast marketing activities during the four eras in the history of marketing. 3 Explain the importance of avoiding marketing myopia. 4 Describe the characteristics of not-for-profit marketing. 5 Identify and briefly explain each of the five types of nontraditional marketing. 6 Explain the shift from transaction-based marketing to relationship marketing. 7 Identify the universal functions of marketing. 8 Demonstrate the relationship between ethical business practices, social responsibility, and marketplace success. Chapter 2 1 Distinguish between strategic planning and tactical planning. 2 Explain how marketing plans differ at various levels in an organization. 3 Identify the steps in the marketing planning process. 4 Describe successful planning tools and techniques, including Porter’s Five Forces model, first and second mover strategies, SWOT analysis, and the strategic window. 5 Identify the basic elements of a marketing strategy. 6 Describe the environmental characteristics that influence strategic decisions. 7 Describe the methods for marketing planning, including business portfolio analysis and the BCG matrix. Chapter 3 1 Identify the five components of the marketing environment. 2 Explain the types of competition marketers face and the steps necessary for developing a competitive strategy. 3 Describe how marketing activities are regulated and how marketers can influence the political-legal environment. 4 Outline the economic factors that affect marketing decisions and consumer buying power. 5 Discuss the impact of the technological environment on a firm’s marketing activities. 6 Explain how the social-cultural environment influences marketing. 7 Describe the ethical issues in marketing. 8 Identify the four levels of the social responsibility pyramid. Chapter 4 1 Distinguish between strategic planning and tactical planning. 2 Explain how marketing plans differ at various levels in an organization. 3 Identify the steps in the marketing planning process. 4 Describe successful planning tools and techniques, including Porter’s Five Forces model, first and second mover strategies, SWOT analysis, and the strategic window. 5 Identify the basic elements of a marketing strategy. 6 Describe the environmental characteristics that influence strategic decisions. 7 Describe the methods for marketing planning, including business portfolio analysis and the BCG matrix. Chapter 5 1 Define consumer behavior and describe the role it plays in marketing decisions. 2 Describe the interpersonal determinants of consumer behavior: cultural, social, and family influences. 3 Explain each of the personal determinants of consumer behavior: needs and motives, perceptions, attitudes, learning, and self-concept theory. 4 Distinguish between high-involvement and low-involvement purchase decisions. 5 Outline the steps in the consumer decision process. 6 Differentiate among routinized response behavior, limited problem solving, and extended problem solving by consumers. Chapter 6 1 Explain each of the components of the business-to-business (B2B) market. 2 Describe the major approaches to segmenting business-to-business (B2B) markets. 3 Identify the major characteristics of the business market and its demand. 4 Discuss the decision to make, buy, or lease. 5 Describe the major influences on business buying behavior. 6 Outline the steps in the organizational buying process. 7 Classify organizational buying situations. 8 Explain the buying center concept. 9 Discuss the challenges of and strategies for marketing to government, institutional, and international buyers. Chapter 7 1 Describe the importance of global marketing from the perspectives of the individual firm and the nation. 2 Identify the major components of the environment for global marketing. 3 Outline the basic functions of GATT, WTO, NAFTA, FTAA, CAFTA-DR, and the European Union. 4 Identify the alternative strategies for entering foreign markets. 5 Differentiate between a global marketing strategy and a multidomestic marketing strategy. 6 Describe the alternative marketing mix strategies used in global marketing. 7 Explain the attractiveness of the United States as a target market for foreign marketers. Chapter 8 1 Describe the development of the marketing research function and its major activities. 2 Explain the steps in the marketing research process. 3 Distinguish between primary and secondary data and identify the sources of each type. 4 Explain the different sampling techniques used by marketing researchers. 5 Identify the methods by which marketing researchers collect primary data. 6 Explain the challenges of conducting marketing research in global markets. 7 Outline the most important uses of computer technology in marketing research. 8 Identify the major types of forecasting methods. Chapter 9 1 Identify the essential components of a market. 2 Outline the role of market segmentation in developing a marketing strategy. 3 Describe the criteria necessary for effective segmentation. 4 Explain the geographic approach to segmenting consumer markets. 5 Discuss the demographic approach to segmenting consumer markets. 6 Outline the psychographic approach to segmenting consumer markets. 7 Describe product-related segmentation. 8 Identify the steps in the market segmentation process. 9 Discuss four basic strategies for reaching target markets. 10 Summarize the types of positioning strategies, and explain the reasons for positioning and repositioning products. Chapter 10 1 Contrast transaction-based marketing with relationship marketing. 2 Identify and explain the four basic elements of relationship marketing, as well as the importance of internal marketing. 3 Identify the three levels of the relationship marketing continuum. 4 Explain how firms can enhance customer satisfaction. 5 Describe how companies build buyer–seller relationships. 6 Explain customer relationship management (CRM) and the role of technology in building customer relationships. 7 Describe the buyer–seller relationship in business-to-business marketing and identify the four types of business partnerships. 8 Describe how business-to-business marketing incorporates national account selling, electronic data interchange and Web services, vendor-managed inventories (VMI), CPFaR, managing the supply chain, and creating alliances. 9 Identify and evaluate the most common measurement and evaluation techniques within a relationship marketing program. Chapter 11 1 Define product and distinguish between goods and services and how they relate to the goods–services continuum. 2 Outline the importance of the service sector in today’s marketplace. 3 List the classifications of consumer goods and services and briefly describe each category. 4 Identify each of the types of business goods and services. 5 Discuss how quality is used by marketers as a product strategy. 6 Explain why firms develop lines of related products. 7 Describe the way marketers typically measure product mixes and make product mix decisions. 8 Explain the concept of the product lifecycle. 9 Discuss how a firm can extend a product’s lifecycle, and explain why certain products may be deleted. Chapter 12 1 Identify the different types of brands. 2 Explain the strategic value of brand equity. 3 Explain the benefits of category and brand management. 4 Discuss how companies develop strong identities for their products and brands. 5 Identify and briefly describe each of the new-product development strategies. 6 Describe the consumer adoption process. 7 List the stages in the new-product development process. 8 Explain the relationship between product safety and product liability. Chapter 13 1 Describe the types of marketing channels and the roles they play in marketing strategy. 2 Outline the major channel strategy decisions. 3 Describe the concepts of channel management, conflict, and cooperation. 4 Identify and describe the different vertical marketing systems. 5 Explain the roles of logistics and supply chain management in an overall distribution strategy. 6 Identify the major components of a physical distribution system. 7 Compare the major modes of transportation. 8 Discuss the role of transportation intermediaries, combined transportation modes, and warehousing in improving physical distribution. Chapter 14 1 Explain the wheel of retailing. 2 Discuss how retailers select target markets. 3 Show how the elements of the marketing mix apply to retailing strategy. 4 Explain the concepts of retail convergence and scrambled merchandising. 5 Identify the functions performed by wholesaling intermediaries. 6 Outline the major types of independent wholesaling intermediaries and the appropriate situations for using each. 7 Compare the basic types of direct marketing and nonstore retailing. 8 Describe how much the Internet has altered the wholesaling, retailing, and direct marketing environments. Chapter 15 1 Explain how integrated marketing communications relates to the development of an optimal promotional mix. 2 Describe the communication process and how it relates to the AIDA concept. 3 Explain how the promotional mix relates to the objectives of promotion. 4 Identify the different elements of the promotional mix and explain how marketers develop an optimal promotional mix. 5 Describe the role of sponsorships and direct marketing in integrated marketing communications. 6 Discuss the factors that influence the effectiveness of a promotional mix. 7 Contrast pushing and pulling strategies. 8 Explain how marketers budget for and measure the effectiveness of promotion. 9 Discuss the value of marketing communications. Chapter 16 1 Identify the three major advertising objectives and the two basic categories of advertising. 2 List the major advertising strategies. 3 Describe the process of creating an advertisement. 4 Identify the major types of advertising appeals and discuss their uses. 5 List and compare the major advertising media. 6 Outline the organization of the advertising function and the role of an advertising agency. 7 Explain the roles of cross-promotion, public relations, publicity, and ethics in an organization’s promotional strategy. 8 Explain how marketers assess promotional effectiveness. Chapter 17 1 Describe the role of today’s salesperson. 2 Describe the four sales channels. 3 Describe the major trends in personal selling. 4 Identify and briefly describe the three basic sales tasks. 5 Outline the seven steps in the sales process. 6 Identify the seven basic functions of a sales manager. 7 Explain the role of ethical behavior in personal selling. 8 Describe the role of sales promotion in the promotional mix, and identify the different types of sales promotions. Chapter 18 1 Outline the legal constraints on pricing. 2 Identify the major categories of pricing objectives. 3 Explain price elasticity and its determinants. 4 List the practical problems involved in applying price theory concepts to actual pricing decisions. 5 Explain the major cost-plus approaches to price setting. 6 List the chief advantages and shortcomings of using breakeven analysis in pricing decisions. 7 Explain the use of yield management in pricing decisions. 8 Identify the major pricing challenges facing online and international marketers. Chapter 19 1 Compare the alternative pricing strategies and explain when each strategy is most appropriate. 2 Describe how prices are quoted. 3 Identify the various pricing policy decisions marketers must make. 4 Relate price to consumer perceptions of quality. 5 Contrast competitive bidding and negotiated prices. 6 Explain the importance of transfer pricing. 7 Compare the three alternative global pricing strategies. 8 Relate the concepts of cannibalization, bundle pricing, and bots to online pricing strategies.