Marketing Defined Explained Applied 2nd Edition by Michael Levens- Ebook PDF Instant Download/Delivery: 0132177153 978-0132177153
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ISBN 10: 0132177153
ISBN 13: 978-0132177153
Author: Michael Levens
A unique and easy-to-read breakdown of marketing information.
Marketing: Defined, Explained, Applied was written from the ground up to be the most usable reference guide for understanding the principles of marketing. The unique visual and organizational style of the text clearly presents key information that draws readers into the material, allowing them to use their text―rather than passively read it.
The second edition features a new format that makes it easier for readers to study and learn the material.
Marketing Defined Explained Applied 2nd Table of contents:
Part 1 Explaining
Chapter 1 The Meaning of Marketing
Marketing (pp. 3-4)
defined
explained Marketing
applied Marketing
Marketing Concept (pp. 5-8)
defined
explained Marketing Concept
applied Marketing Concept
Evolution of Marketing: Early Years Until 1950
Evolution of Marketing: 1950–Present
Evolution of Marketing: Social Responsibility
Marketing Functions (pp. 9-10)
defined
explained Marketing Functions
Internal Marketing Participants
External Marketing Participants
applied Marketing Functions
Visual Summary
Chapter 1 Summary
Chapter Key Terms
Marketing (pp. 3-4)
Key Terms (p. 3)
Marketing Concept (pp. 5-8)
Key Terms (pp. 5-7)
Marketing Functions (pp. 9-10 )
Key Terms (p. 9)
Capstone Exercise
Application Exercise
The Marketing Problem
The Problem
The Solution
Resources:
Chapter 2 The Market in Marketing
Chapter Overview
Marketing Environment (pp. 15-18)
defined
explained Marketing Environment
applied Marketing Environment
Microenvironment
Macroenvironment
Consumer Markets (p. 19)
defined
explained Consumer Markets
applied Consumer Markets
Business Markets (pp. 20-22)
defined
explained Business Markets
applied Business Markets
Visual Summary
Chapter 2 Summary
Chapter Key Terms
Marketing Environment (pp. 15-18)
Key Terms (pp. 15-18)
Consumer Markets (p. 19)
Key Terms (p. 19)
Business Markets (pp. 20-22 )
Key Terms (p. 20)
Capstone Exercise
Application Exercise
The Marketing Problem
The Problem
The Solution
Resources:
Chapter 3 Planning and Marketing in an Organization
Chapter Overview
PLANNING Process (pp. 27-28)
defined
explained Planning Process
applied Planning Process
Strategic Planning (pp. 29-31)
defined
explained Strategic Planning
applied Strategic Planning
Marketing Planning (pp. 32-33)
defined
explained Marketing Planning
applied Marketing Planning
Visual Summary
Chapter 3 Summary
Chapter Key Terms
Planning Process (pp. 27-28 )
Key Terms (pp. 27-28)
Strategic Planning (pp. 29-31 )
Key Terms (pp. 29-31)
Marketing Planning (pp. 32-33 )
Key Terms (pp. 32-33)
Capstone Exercise
Application Exercise
The Marketing Problem
The Problem
The Solution
Resources:
Chapter 4 A Broader Perspective on Marketing
Chapter Overview
Marketing and Society (p. 39)
defined
explained Marketing and Society
applied Marketing and Society
Marketing and Culture (pp. 40-43)
defined
explained Marketing and Culture
applied Marketing and Culture
Consumerism
Environmentalism
Marketing and the Law (pp. 44-45)
defined
explained Marketing and the Law
applied Marketing and the Law
Marketing and Social Responsibility (pp. 46-47)
defined
explained Marketing and Social Responsibility
applied Marketing and Social Responsibility
Visual Summary
Chapter 4 Summary
Chapter Key Terms
Marketing and Society (p. 39)
Key Terms (p. 39)
Marketing and Culture (pp. 40-43)
Key Terms (pp. 41-43)
Marketing and the Law (pp. 44-45 )
Key Terms (pp. 44-45)
Marketing and Social Responsibility (pp. 46-47)
Key Terms (p. 46)
Capstone Exercise
Application Exercise
The Marketing Problem
The Problem
The Solution
Resources:
Chapter 5 Global Marketing
Chapter Overview
Global Marketing (pp. 53-54)
defined
explained Global Marketing
applied Global Marketing
Global Marketing Environment (pp. 55-60)
defined
explained Global Marketing Environment
Global Trade
Economic
Political
Legal
Cultural
applied Global Marketing Environment
Global Marketing Processes (pp. 61-63)
defined
explained Global Marketing Processes
Market Selection
Market Entry Strategies
Global Marketing Strategy
applied Global Marketing Processes
Visual Summary
Chapter 5 Summary
Chapter Key Terms
Global Marketing (pp. 53-54)
Key Terms (pp. 53-54)
Global Marketing Environment (pp. 55-60)
Key Terms (pp. 55-60)
Global Marketing Processes (pp. 61-63)
Key Terms (pp. 62-63)
Capstone Exercise
Application Exercise
The Marketing Problem
The Problem
The Solution
Resources:
Part 2 Creating
Chapter 6 Value for Customers
Chapter Overview
Customer Value (pp. 69-70)
defined
explained Customer Value
applied Customer Value
Customer Satisfaction (pp. 71-73)
defined
explained Customer Satisfaction
applied Customer Satisfaction
Measuring Customer Satisfaction
Customer Loyalty
The Value of a Customer
Customer Lifetime Value
Customer Retention
Relationship Marketing (p. 74)
defined
explained Relationship Marketing
applied Relationship Marketing
Customer Relationship Management (pp. 75-77)
defined
explained Customer Relationship Management
applied Customer Relationship Management
Customer Identification
Customer Differentiation
Customer Interaction
Customization
Loyalty Programs
Technology
Visual Summary
Chapter 6 Summary
Chapter Key Terms
Customer Value (pp. 69-70 )
Key Terms (p. 69)
Customer Satisfaction (pp. 71-73 )
Key Terms (pp. 72-73)
Relationship Marketing (p. 74)
Customer Relationship Management (pp. 75-77 )
Key Term (p. 76)
Capstone Exercise
Application Exercise
The Marketing Problem
The Problem
The Solution
Resources:
Chapter 7 A Perspective on Consumer Behavior
Chapter Overview
Consumer Behavior (p. 83)
defined
explained Consumer Behavior
applied Consumer Behavior
Consumer Decision-Making Process (pp. 84-90)
defined
explained Consumer Decision-Making Process
applied Consumer Decision-Making Process
Personal Influence on Decision Making
Psychological Influence on Decision Making
Situational Influence on Decision Making
Social Influence on Decision Making
Consumer Problem Solving (p. 91)
defined
explained Consumer Problem Solving
applied Consumer Problem Solving
Visual Summary
Chapter 7 Summary
Chapter Key Terms
Consumer Behavior (p. 83)
Key Terms (p. 83)
Consumer Decision-Making Process (pp. 84-90 )
Key Terms (pp. 85-90)
Consumer Problem Solving (p. 91)
Key Terms (p. 91)
Capstone Exercise
Application Exercise
The Marketing Problem
The Problem
The Solution
Resources:
Chapter 8 Consumer Insight
Chapter Overview
Consumer Insight (pp. 97-98)
defined
explained
Consumer Insight
applied
Consumer Insight
Marketing Research (pp. 99-106)
defined
explained
Marketing Research
applied
Marketing Research
Define the Problem
Design the Research
Conduct the Research
Analyze the Research
Address the Problem in a Research Report
Marketing Information System (pp. 107-108)
defined
explained
Marketing Information System
applied
Marketing Information System
Visual Summary
Chapter 8 Summary
Chapter Key Terms
Key Terms (p. 97)
Marketing Research (pp. 99-106)
Key Terms (pp. 99-105)
Marketing Information System (pp. 107-108)
Key Terms (p. 107)
Capstone Exercise
Application Exercise
The Marketing Problem
The Problem
The Solution
Resources:
Chapter 9 The Brand
Chapter Overview
Brand (pp. 115-116)
defined
explained Brand
applied Brand
Brand Equity (pp. 117-119)
defined
explained Brand Equity
applied Brand Equity
Brand Valuation
Building Brand Equity
Global Brand Equity
Business-to-Business Brand Equity
Building Strong Brands (pp. 120-124)
defined
explained Building Strong Brands
applied Building Strong Brands
Brand Positioning
Brand Name Selection
Brand Sponsorship
Brand Development
Managing Brands (pp. 125-126)
defined
explained Managing Brands
applied Managing Brands
Brand Protection
Visual Summary
Chapter 9 Summary
Chapter Key Terms
Brand (pp. 115-116)
Key Term (p. 115)
Brand Equity (pp. 117-119)
Key Terms (pp. 117-119)
Building Strong Brands (pp. 120-124)
Key Terms (pp. 120-124)
Managing Brands (pp. 125-126)
Key Terms (pp. 125-126)
Capstone Exercise
Application Exercise
The Marketing Problem
The Problem
The Solution
Resources:
Part 3 Strategizing
Chapter 10 Segmenting, Targeting, and Positioning
Chapter Overview
Segmentation (pp. 131-132)
defined
Explained
Segmentation
Applied
Segmentation
Segmentation Base (pp. 133-135)
Defined
Explained
Segmentation Base
Applied
Segmentation Base
Segmenting Business Markets
Segmenting International Markets
Targeting (pp. 136-138)
Defined
Explained
Targeting
Applied
Targeting
Undifferentiated Marketing
Differentiated Marketing
Niche Marketing
Global Targeting
Selecting a Target
Positioning (pp. 139-141)
Defined
Explained
Positioning
Applied
Positioning
Using a Perceptual Map
Selecting a Position
Developing a Brand Position Statement
Visual Summary
Chapter 10 Summary
Chapter Key Terms
Segmentation (pp. 131-132)
Key Term (p. 131)
Segmentation Base (pp. 133-135)
Key Terms (pp. 133-135)
Key Terms (pp. 136-138)
Positioning (pp. 139-141)
Key Terms (pp. 139-141)
Capstone Exercise
Application Exercise
The Marketing Problem
The Problem
The Solution
ResourcePlanb
Chapter Overview
Business Plan (pp. 147-148)
defined
explained Business Plan
applied Business Plan
Marketing Plan (pp. 149-158)
defined
explained Marketing Plan
applied Marketing Plan
Executive Summary
Company Description, Purpose, and Goals
Marketing Situation
Forecasting
Marketing Strategy
Measurement and Controls
Visual Summary
Chapter 11 Summary
Chapter Key Terms
Business Plan (pp. 147-148)
Marketing Plan (pp. 149-158)
Key Term (p. 149)
Capstone Exercise
Application Exercise
The Marketing Problem
The Problem
The Solution
Resources:
Part 4 Managing
Chapter 12 Product and Service Strategies
Chapter Overview
Products and Services (pp. 163-168)
defined
explained Products and Services
applied Products and Services
Levels of Product
Product Classifications
New Product Development
Product-Development Steps—Roles and Requirements
Product and Service Quality
Product Design
Product Portfolio (pp. 169-170)
defined
explained Product Portfolio
applied Product Portfolio
Product Life Cycle (pp. 171-173)
defined
explained Product Life Cycle
applied Product Life Cycle
Product Life Cycle and Marketing Strategies
Duration of the Product Life Cycle
Limitations of the Product Life Cycle
Visual Summary
Chapter 12 Summary
Chapter Key Terms
Products and Services (pp. 163-168)
Key Terms (pp. 163-168)
Product Portfolio (pp. 169-170)
Key Terms (p. 169)
Product Life Cycle (pp. 171-173)
Key Terms (pp. 171-173)
Capstone Exercise
Application Exercise
The Marketing Problem
The Problem
The Solution
Resources:
Chapter 13 Pricing Strategies
Chapter Overview
Establishing Prices (pp. 179-183)
defined
explained Establishing Prices
applied Establishing Prices
Market Structure
Cost-Based Pricing
Demand and Price Elasticity
Pricing Practices (pp. 184-186)
defined
explained Pricing Practices
applied Pricing Practices
Legal Requirements
Pricing Strategies (pp. 187-191)
defined
explained Pricing Strategies
applied Pricing Strategies
New Product and Service Pricing Strategies
Online and Storefront Pricing Strategies
Auction Pricing Strategies
Portfolio Pricing Strategies
Price Adjustment Strategies
Visual Summary
Chapter 13 Summary
Chapter Key Terms
Establishing Prices (pp. 179-183)
Key Terms (pp. 179-183)
Pricing Practices (pp. 184-186)
Key Terms (pp. 184-186)
Pricing Strategies (pp. 187-191)
Key Terms (pp. 187-191)
Capstone Exercise
Application Exercise
The Marketing Problem
The Problem
The Solution
Resources:
Chapter 14 Supply Chain and Distribution Strategies
Chapter Overview
Marketing Channels (pp. 197-198)
defined
explained Marketing Channels
applied Marketing Channels
Types of Channel Intermediaries
Channel Strategies (pp. 199-201)
defined
explained Channel Strategies
applied Channel Strategies
Channel Structure
Channel Organization
Channel Management
Logistics (pp. 202-203)
defined
explained Logistics
applied Logistics
Physical Distribution (pp. 204-206)
defined
explained Physical Distribution
applied Physical Distribution
Transportation
Warehousing
Visual Summary
Chapter 14 Summary
Chapter Key Terms
Marketing Channels (pp. 197-198)
Key Terms (pp. 197-198)
Channel Strategies (pp. 199-201)
Key Terms (pp. 199-201)
Logistics (pp. 202-203)
Key Terms (pp. 202-203)
Physical Distribution (pp. 204-206)
Key Terms (pp. 204-206)
Capstone Exercise
Application Exercise
The Marketing Problem
The Problem
The Solution
Resources:
Chapter 15 Retailing and Wholesaling Strategies
Chapter Overview
Retailing (pp. 211-213)
defined
explained Retailing
applied Retailing
Types of Retailers
Nonstore Retailing
Retail Strategies (pp. 214-216)
defined
explained Retail Strategies
applied Retail Strategies
Merchandise Assortment
Level of Service
Atmospherics
Location
Promotion
Retail Price Policy
Wholesaling (pp. 217-219)
defined
explained Wholesaling
applied Wholesaling
Types of Wholesalers
Merchant Wholesalers
Agents and Brokers
Manufacturers’ Branches
Visual Summary
Chapter 15 Summary
Chapter Key Terms
Retailing (pp. 211-213)
Key Terms (pp. 211-213)
Retail Strategies (pp. 214-216)
Key Terms (pp. 214-215)
Wholesaling (pp. 217-219)
Key Terms (pp. 217-219)
Capstone Exercise
Application Exercise
The Marketing Problem
The Problem
The Solution
Resources:
Chapter 16 Advertising and Sales Promotion Strategies
Chapter Overview
Marketing Communications (pp. 225-227)
defined
explained Marketing Communications
applied Marketing Communications
Communication Objectives
Control and Credibility
Relationship Building
Advertising (pp. 228-230)
defined
explained Advertising
applied Advertising
Advertising Objectives
Advertising Budget
Message and Creative Strategy
Media Selection
Evaluation
Sales Promotion (pp. 231-232)
defined
explained Sales Promotion
applied Sales Promotion
Public Relations (pp. 233-234)
defined
explained Public Relations
applied Public Relations
Visual Summary
Chapter 16 Summary
Chapter Key Terms
Marketing Communications (pp. 225-227)
Key Terms (pp. 225-226)
Advertising (pp. 228-230)
Key Terms (pp. 228-229)
Sales Promotion (pp. 231-232)
Key Terms (p. 231)
Public Relations (pp. 233-234)
Key Terms (pp. 233-234)
Capstone Exercise
Application Exercise
The Marketing Problem
The Problem
The Solution
Resources:
Chapter 17 Personal Selling and Direct Marketing Strategies
Chapter Overview
Personal Selling (pp. 239-240)
defined
explained Personal Selling
applied Personal Selling
Personal Selling Process (pp. 241-242)
defined
explained Personal Selling Process
applied Personal Selling Process
Step 1: Prospecting
Step 2: Preapproach
Step 3: Approach
Step 4: Sales Presentation
Step 5: Overcome Objections
Step 6: Close the Sale
Step 7: Follow-up
Sales Management (p. 243)
defined
explained Sales Management
applied Sales Management
Sales Management Process (pp. 244-246)
defined
explained Sales Management Process
applied Sales Management Process
Setting Sales Force Objectives
Developing the Sales Force Strategy
Recruiting, Compensating, Training, and Motivating the Sales Force
Evaluating the Sales Force
Direct Marketing (pp. 247-250)
defined
explained Direct Marketing
applied Direct Marketing
Mail Order
Telemarketing
Direct-Response Advertising
Internet
Consumer Privacy
Visual Summary
Chapter 17 Summary
Chapter Key Terms
Personal Selling (pp. 239-240)
Key Term (p. 239)
Personal Selling Process (pp. 241-242)
Key Terms (pp. 241-242)
Sales Management (p. 243)
Key Terms (p. 243)
Sales Management Process (pp. 244-246)
Key Terms (p. 245)
Direct Marketing (pp. 247-250)
Key Terms (pp. 247-250)
Capstone Exercise
Application Exercise
The Marketing Problem
The Problem
The Solution
Resources:
Part 5 Integrating
Chapter 18 The Communications Mix
Integrated Marketing Communications (p. 255)
defined
explained Integrated Marketing Communications
applied Integrated Marketing Communications
Communications Mix (pp. 256-257)
defined
Explained Communications Mix
applied Communications Mix
Media Types (pp. 258-262)
defined
explained Media Types
applied Media Types
Broadcast
Out-of-Home
Digital Media
Branded Entertainment
Media Selection (pp. 263-265)
defined
explained Media Selection
applied Media Selection
Media Planning
Media Buying
Media Optimization (pp. 266-267)
defined
explained Media Optimization
applied Media Optimization
Visual Summary
Chapter 18 Summary
Chapter Key Terms
Integrated Marketing Communications (p. 255)
Communications Mix (pp. 256-257)
Key Terms (p. 256)
Media Types (pp. 258-262)
Key Terms (pp. 258-261)
Media Selection (pp. 263-265)
Key Terms (pp. 263-264)
Media Optimization (pp. 266-267)
Key Terms (p. 266)
Capstone Exercise
Application Exercise
The Marketing Problem
The Problem
The Solution
Resources:
Chapter 19 The Marketing Mix
Chapter Overview
Marketing Mix (pp. 273-274)
defined
explained Marketing Mix
applied Marketing Mix
Marketing-Mix Strategies (pp. 275-278)
defined
explained Marketing-Mix Strategies
applied Marketing-Mix Strategies
Beyond the 4 Ps
Marketing-Mix Models (pp. 279-280)
defined
explained Marketing-Mix Models
applied Marketing-Mix Models
Visual Summary
Chapter 19 Summary
Chapter Key Terms
Marketing Mix (pp. 273-274)
Key Term (p. 273)
Marketing-Mix Strategies (pp. 275-278)
Key Terms (p. 278)
Marketing-Mix Models (pp. 279-280)
Key Term (p. 279)
Capstone Exercise
Application Exercise
The Marketing Problem
The Problem
The Solution
Resources:
Chapter 20 Marketing Performance Measurement
Chapter Overview
Marketing Accountability (pp. 285-286)
defined
explained Marketing Accountability
applied Marketing Accountability
Measuring Marketing (pp. 287-288)
defined
explained Measuring Marketing
applied Measuring Marketing
Measuring Advertising (pp. 289-290)
defined
explained Measuring Advertising
applied Measuring Advertising
Measuring Brand Health (pp. 291-292)
defined
explained Measuring Brand Health
applied Measuring Brand Health
Return on Marketing Investment (p. 293)
defined
explained Return on Marketing Investment
applied Return on Marketing Investment
Visual Summary
Chapter 20 Summary
Chapter Key Terms
Marketing Accountability (pp. 285-286)
Key Terms (p. 285)
Measuring Marketing (pp. 287-288)
Key Term (p. 287)
Measuring Advertising (pp. 289-290)
Key Term (pp. 289)
Measuring Brand Health (pp. 291-292)
Key Term (p. 291)
Return on Marketing Investment (p. 293)
Key Term (p. 293)
Capstone Exercise
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