MKTG 11th Edition by Charles Lamb – Ebook PDF Instant Download/Delivery: 8214349206 , 9798214349206
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ISBN 10: 8214349206
ISBN 13: 9798214349206
Author: Charles Lamb
Learn your Principles of Marketing Course YOUR Way with MKTG! MKTG’s easy-reference, paperback textbook presents course content through visually-engaging chapters as well as Chapter Review Cards that consolidate the best review material into a ready-made study tool. With the textbook or on its own, MKTG Online allows easy exploration of MKTG anywhere, anytime – including on your device! Collect your notes and create StudyBits‚Ñ¢ from interactive content as you go to remember what’s important. Then, either use preset study resources, or personalize the product through easy-to-use tags and filters to prioritize your study time. Make and review flashcards, review related content, and track your progress with Concept Tracker, all in one place and at an affordable price!
MKTG 11th Table of contents:
Part 1. The World of Marketing
Chapter 1. An Overview of Marketing
1-1. What Is Marketing?
1-2. Marketing Management Philosophies
1-2a. Production Orientation
1-2b. Sales Orientation
1-2c. Market Orientation
1-2d. Societal Marketing Orientation
1-2e. Who Is in Charge?
1-3. Differences between Sales and Market Orientations
1-3a. The Organization’s Focus
1-3b. The Firm’s Business
1-3c. Those to Whom the Product Is Directed
1-3d. The Firm’s Primary Goal
1-3e. Tools the Organization Uses to Achieve Its Goals
1-3f. A Word of Caution
1-4. Why Study Marketing?
1-4a. Marketing Plays an Important Role in Society
1-4b. Marketing Is Important to Businesses
1-4c. Marketing Offers Outstanding Career Opportunities
1-4d. Marketing in Everyday Life
Chapter Review 1. Learning Objectives/Key Terms
Chapter 2. Strategic Planning for Competitive Advantage
2-1. The Nature of Strategic Planning
2-2. Strategic Business Units
2-3. Strategic Alternatives
2-3a. Ansoff’s Strategic Opportunity Matrix
2-3b. The Innovation Matrix
2-3c. The Boston Consulting Group Model
2-3d. The General Electric Model
2-3e. The Marketing Plan
2-3f. Why Write a Marketing Plan?
2-3g. Marketing Plan Elements
2-3h. Writing the Marketing Plan
2-4. Defining the Business Mission
2-5. Conducting a Situation Analysis
2-6. Competitive Advantage
2-6a. Cost Competitive Advantage
2-6b. Product/Service Differentiation Competitive Advantage
2-6c. Niche Competitive Advantage
2-6d. Building Sustainable Competitive Advantage
2-7. Setting Marketing Plan Objectives
2-8. Describing the Target Market
2-8a. Target Market Strategy
2-9. The Marketing Mix
2-9a. Product Strategies
2-9b. Place (Distribution) Strategies
2-9c. Promotion Strategies
2-9d. Pricing Strategies
2-10. Following up on the Marketing Plan
2-10a. Implementation
2-10b. Evaluation and Control
2-10c. Post-audit Tasks
2-11. Effective Strategic Planning
Chapter Review 2. Learning Outcomes/Key Terms
Chapter 3. Ethics and Social Responsibility
3-1. Determinants of a Civil Society
3-2. The Concept of Ethical Behavior
3-2a. Ethical Theories
3-3. Ethical Behavior in Business
3-3a. Morality and Business Ethics
3-3b. Ethical Decision Making
3-3c. Ethical Guidelines and Training
3-3d. Ethics in Other Countries
3-4. Corporate Social Responsibility
3-4a. Stakeholders and Social Responsibility
3-4b. Pyramid of Corporate Social Responsibility
3-5. Arguments for and against Social Responsibility
3-5a. Growth of Social Responsibility
3-5b. Becoming a B Corp
3-5c. Green Marketing
3-5d. Leaders in Social Responsibility
3-6. Cause-Related Marketing
Chapter Review 3. Learning Outcomes/Key Terms
Chapter 4. The Marketing Environment
4-1. The External Marketing Environment
4-1a. Understanding the External Environment
4-2. Social Factors
4-2a. American Values
4-2b. The Growth of Component Lifestyles
4-2c. How Social Media Have Changed Our Behavior
4-3. Demographic Factors
4-3a. Population
4-4. Growing Ethnic Markets
4-4a. Marketing to Hispanic Americans
4-4b. Marketing to African Americans
4-4c. Marketing to Asian Americans
4-5. Economic Factors
4-5a. Consumers’ Incomes
4-5b. Purchasing Power
4-5c. Inflation
4-5d. Recession
4-6. TechnologY and Innovation
4-6a. Research
4-6b. Stimulating Innovation
4-7. Political and Legal Factors
4-7a. Federal Legislation
4-7b. State and Local Laws
4-7c. Regulatory Agencies
4-7d. Consumer Privacy
4-8. Competitive Factors
4-8a. Competition for Market Share and Profits
4-8b. Global Competition
Chapter Review 4. Learning Outcomes/Key Terms
Chapter 5. Developing a Global Vision
5-1. Rewards of Global Marketing and the Shifting Global Business Landscape
5-1a. Importance of Global Marketing to the United States
5-2. Multinational Firms
5-2a. Are Multinationals Beneficial?
5-2b. Global Marketing Standardization
5-3. External Environment Faced by Global Marketers
5-3a. Culture
5-3b. Economic Factors
5-3c. The Global Economy
5-3d. Political Structure and Actions
5-3e. Demographic Makeup
5-3f. Natural Resources
5-4. Global Marketing by the individual Firm
5-4a. Exporting
5-4b. Licensing and Franchising
5-4c. Contract Manufacturing
5-4d. Joint Venture
5-4e. Direct Investment
5-5. The Global Marketing Mix
5-5a. Product Decisions
5-5b. Promotion Adaptation
5-5c. Place (Distribution)
5-5d. Pricing
5-6. The Impact of the Internet
5-6a. Social Media in Global Marketing
Chapter Review 5. Learning Outcomes/Key Terms
Part 2. Analyzing Market Opportunities
Chapter 6. Consumer Decision Making
6-1. The Importance of Understanding Consumer Behavior
6-2. The Traditional Consumer Decision-Making Process
6-2a. Need Recognition
6-2b. Information Search
6-2c. Evaluation of Alternatives and Purchase
6-3. Postpurchase Behavior
6-4. Types of Consumer Buying Decisions and Consumer Involvement
6-4a. Factors Determining the Level of Consumer Involvement
6-4b. Marketing Implications of Involvement
6-5. Reconceptualizing the Consumer Decision Making Process
6-5a. The Consumer Decision Journey
6-5b. Factors Affecting Consumer Decision Making
6-6. Cultural Influences on Consumer Buying Decisions
6-6a. Culture and Values
6-6b. Subculture
6-6c. Social Class
6-7. Social Influences on Consumer Buying Decisions
6-7a. Reference Groups
6-7b. Opinion Leaders
6-7c. Family
6-7d. Individual Differences in Susceptibility to Social Influences
6-8. Individual Influences on Consumer Buying Decisions
6-8a. Gender
6-8b. Age and Family Life Cycle Stage
6-8c. Personality, Self-Concept, and Lifestyle
6-9. Psychological Influences on Consumer Buying Decisions
6-9a. Perception
6-9b. Motivation
6-9c. Learning
Chapter Review 6. Learning Outcomes/Key Terms
Chapter 7. Business Marketing
7-1. What Is Business Marketing?
7-2. Trends in B-to-B Internet Marketing
7-3. Relationship Marketing and Strategic Alliances
7-3a. Strategic Alliances
7-3b. Relationships in Other Cultures
7-4. Major Categories of Business Customers
7-4a. Producers
7-4b. Resellers
7-4c. Governments
7-4d. Institutions
7-5. The North American Industry Classification System
7-6. Business versus Consumer Markets
7-6a. Demand
7-6b. Purchase Volume
7-6c. Number of Customers
7-6d. Concentration of Customers
7-6e. Distribution Structure
7-6f. Nature of Buying
7-6g. Nature of Buying Influence
7-6h. Type of Negotiations
7-6i. Use of Reciprocity
7-6j. Use of Leasing
7-6k. Primary Promotional Method
7-7. Types of Business Products
7-7a. Major Equipment
7-7b. Accessory Equipment
7-7c. Raw Materials
7-7d. Component Parts
7-7e. Processed Materials
7-7f. Supplies
7-7g. Business Services
7-8. Business Buying Behavior
7-8a. Buying Centers
7-8b. Evaluative Criteria
7-8c. Buying Situations
7-8d. Business Ethics
7-8e. Customer Service
Chapter Review 7. Learning Outcomes/Key Terms
Chapter 8. Segmenting and Targeting Markets
8-1. Markets and Market Segments
8-2. The Importance of Market Segmentation
8-3. Criteria for Successful Segmentation
8-4. Bases for Segmenting Consumer Markets
8-4a. Geographic Segmentation
8-4b. Demographic Segmentation
8-4c. Psychographic Segmentation
8-4d. Benefit Segmentation
8-4e. Usage-Rate Segmentation
8-5. Bases for Segmenting Business Markets
8-5a. Company Characteristics
8-5b. Buying Processes
8-6. Steps in Segmenting a Market
8-7. Strategies for Selecting Target Markets
8-7a. Undifferentiated Targeting
8-7b. Concentrated Targeting
8-7c. Multisegment Targeting
8-8. CRM as a Targeting Tool
8-9. Positioning
8-9a. Perceptual Mapping
8-9b. Positioning Bases
8-9c. Repositioning
Chapter Review 8. Learning Outcomes/Key Terms
Chapter 9. Marketing Research
9-1. The Role of Marketing Research
9-1a. Management Uses of Marketing Research
9-1b. Understanding the Ever-Changing Marketplace
9-2. Steps in a Marketing Research Project
9-2a. Secondary Data
9-2b. Planning the Research Design and Gathering Primary Data
9-2c. Specifying the Sampling Procedures
9-2d. Collecting the Data
9-2e. Analyzing the Data
9-2f. Preparing and Presenting the Report
9-2g. Following Up
9-3. The Profound Impact of the Internet on Marketing Research
9-3a. Advantages of Internet Surveys
9-3b. Uses of the Internet by Marketing Researchers
9-4. The Growing Importance of Mobile Research
9-5. Scanner-Based Research
9-6. When Should Marketing Research be Conducted?
9-6a. Customer Relationship Management
9-7. Competitive Intelligence
Chapter Review 9. Learning Outcomes/Key Terms
Part 3. Product Decisions
Chapter 10. Product Concepts
10-1. What Is a Product?
10-2. Types of Consumer Products
10-2a. Convenience Products
10-2b. Shopping Products
10-2c. Specialty Products
10-2d. Unsought Products
10-3. Product Items, Lines, and Mixes
10-3a. Adjustments to Product Items, Lines, and Mixes
10-4. Branding
10-4a. Benefits of Branding
10-4b. Branding Strategies
10-4c. Trademarks
10-5. Packaging
10-5a. Packaging Functions
10-5b. Labeling
10-5c. Universal Product Codes
10-6. Global Issues in Branding and Packaging
10-7. Product Warranties
Chapter Review 10. Learning Objectives/Key Terms
Chapter 11. Developing and Managing Products
11-1. The Importance of New Products
11-1a. Introduction of New Products
11-1b. Categories of New Products
11-2. The New-Product Development Process
11-2a. New-Product Strategy
11-2b. Idea Generation
11-2c. Idea Screening
11-2d. Business Analysis
11-2e. Development
11-2f. Test Marketing
11-2g. Commercialization
11-3. Why Some Products Succeed and Others Fail
11-4. Global Issues in New-Product Development
11-5. The Spread of New Products
11-5a. Diffusion of Innovation
11-5b. Product Characteristics and the Rate of Adoption
11-5c. Marketing Implications of the Adoption Process
11-6. Product Life Cycles
11-6a. Introductory Stage
11-6b. Growth Stage
11-6c. Maturity Stage
11-6d. Decline Stage
11-6e. Implications for Marketing Management
Chapter Review 11. Learning Objectives/Key Terms
Chapter 12. Services and Nonprofit Organization Marketing
12-1. The Importance of Services
12-2. How Services Differ from Goods
12-2a. Intangibility
12-2b. Inseparability
12-2c. Heterogeneity
12-2d. Perishability
12-3. Service Quality
12-3a. Evaluating Service Quality
12-3b. The Gap Model of Service Quality
12-4. Marketing Mixes for Services
12-4a. Product (Service) Strategy
12-4b. Place (Distribution) Strategy
12-4c. Promotion Strategy
12-4d. Price Strategy
12-5. Relationship Marketing in Services
12-6. Internal Marketing in Service Firms
12-7. Nonprofit Organization Marketing
12-7a. What Is Nonprofit Organization Marketing?
12-7b. Unique Aspects of Nonprofit Organization Marketing Strategies
12-8. Global Issues in Services Marketing
Chapter Review 12. Learning Objectives/Key Terms
Part 4. Distribution Decisions
Chapter 13. Supply Chain Management and Marketing Channels
13-1. Supply Chains and Supply Chain Management
13-1a. Benefits of Effective Supply Chain Management
13-2. Supply Chain Integration
13-3. The Key Processes of Supply Chain Management
13-3a. Customer Relationship Management
13-3b. Customer Service Management
13-3c. Demand Management
13-3d. Order Fulfillment
13-3e. Manufacturing Flow Management
13-3f. Supplier Relationship Management
13-3g. Product Development and Commercialization
13-3h. Returns Management
13-4. Sustainable Supply Chain Management
13-5. Trends in Supply Chain Management
13-5a. Outsourcing Logistics Functions
13-5b. Public-Private Partnerships
13-5c. Electronic Distribution
13-5d. Global Supply Chain Management
13-5e. Supply Chain Analytics and Technology
13-6. Marketing Channels and Channel Intermediaries
13-6a. How Marketing Channels Work
13-6b. Functions and Activities of Channel Intermediaries
13-6c. Channel Functions Performed by Intermediaries
13-7. Channel Structures
13-7a. Channels for Business and Industrial Products
13-7b. Alternative Channel Arrangements
13-7c. Digital Channels
13-7d. Factors Affecting Channel Choice
13-7e. Levels of Distribution Intensity
13-8. Omnichannel versus Multichannel Marketing
Chapter Review 13. Learning Objectives/Key Terms
Chapter 14. Retailing
14-1. The Importance of Retailing
14-2. Types of Retailers and Retail Operations
14-2a. Ownership Arrangement
14-2b. Level of Service
14-2c. Product Assortment
14-2d. Price
14-2e. Types of In-Store Retailers
14-3. The Rise of Nonstore Retailing
14-4. Retail Operations Models
14-5. Executing a Retail Marketing Strategy
14-5a. Defining a Target Market
14-5b. Choosing the Retailing Mix
14-6. Retailing Decisions for Services
14-7. Addressing Retail Product/Service Failures
14-8. Retailer and Retail Customer Trends and Advancements
14-8a. Shopper Marketing and Analytics
14-8b. Future Developments in Retail Management
Chapter Review 14. Learning Objectives/Key Terms
Part 5. Promotion and Communication Strategies
Chapter 15. Marketing Communications
15-1. The Role of Promotion in the Marketing Mix
15-2. Marketing Communication
15-2a. Interpersonal Communication
15-2b. Mass Communication
15-2c. The Communication Process
15-3. The Goals of Promotion
15-3a. Informing
15-3b. Persuading
15-3c. Reminding
15-3d. Connecting
15-4. The Promotional Mix
15-4a. Advertising
15-4b. Public Relations
15-4c. Sales Promotion
15-4d. Personal Selling
15-4e. Content Marketing and Social Media
15-4f. The Communication Process and the Promotional Mix
15-5. Promotional Goals and the AIDA Concept
15-5a. The AIDA Model
15-5b. AIDA and the Promotional Mix
15-6. Integrated Marketing Communications
15-7. Factors Affecting the Promotional Mix
15-7a. Nature of the Product
15-7b. Stages in the Product Life Cycle
15-7c. Target Market Characteristics
15-7d. Type of Buying Decision
15-7e. Available Funds
15-7f. Push and Pull Strategies
Chapter Review 15. Learning Objectives/Key Terms
Chapter 16. Advertising, Public Relations, and Sales Promotion
16-1. The Effects of Advertising
16-1a. Advertising and Market Share
16-1b. The Effects of Advertising on Consumers
16-2. Major Types of Advertising
16-2a. Institutional Advertising
16-2b. Product Advertising
16-3. Creative Decisions in Advertising
16-3a. Identifying Product Benefits
16-3b. Developing and Evaluating Advertising Appeals
16-3c. Executing the Message
16-3d. Post-Campaign Evaluation
16-4. Media Decisions in Advertising
16-4a. Media Types
16-4b. Media Selection Considerations
16-4c. Media Scheduling
16-5. Public Relations
16-5a. Major Public Relations Tools
16-5b. Managing Unfavorable Publicity
16-6. Sales Promotion
16-6a. Tools for Trade Sales Promotion
16-6b. Tools for Consumer Sales Promotion
16-6c. Trends in Sales Promotion
Chapter Review 16. Learning Objectives/Key Terms
Chapter 17. Personal Selling and Sales Management
17-1. The Sales Environment
17-2. Personal Selling
17-3. Relationship Selling
17-4. Steps in the Selling Process
17-4a. Step 1: Generating Leads
17-4b. Step 2: Qualifying Leads
17-4c. Step 3: Approaching the Customer and Probing Needs
17-4d. Step 4: Developing and Proposing Solutions
17-4e. Step 5: Handling Objections
17-4f. Step 6: Closing the Sale
17-4g. Step 7: Following Up
17-4h. The Impact of Technology on Personal Selling
17-5. Sales Management
17-5a. Defining Sales Goals and the Sales Process
17-5b. Determining the Sales Force Structure
17-5c. Recruiting and Training the Sales Force
17-5d. Compensating and Motivating the Sales Force
17-5e. Evaluating the Sales Force
17-6. Customer Relationship Management and the Sales Process
17-6a. Identify Customer Relationships
17-6b. Understand Interactions of the Current Customer Base
17-6c. Capture Customer Data
17-6d. Leverage Customer Information
Chapter Review 17. Learning Objectives/Key Terms
Chapter 18. Social Media and Marketing
18-1. What Are Social Media?
18-1a. How Consumers Use Social Media
18-1b. Social Media and Integrated Marketing Communications
18-2. Creating and Leveraging a Social Media Campaign
18-2a. The Listening System
18-2b. Social Media Objectives
18-3. Evaluation and Measurement of Social Media
18-4. Social Behavior of consumers
18-5. Social Media Tools: Consumer- and Corporate-Generated Content
18-5a. Blogs
18-5b. Microblogs
18-5c. Social Networks
18-5d. Media Sharing Sites
18-5e. Social News Sites
18-5f. Location-Based Social Networking Sites
18-5g. Review Sites
18-5h. Virtual Worlds and Online Gaming
18-6. Social Media and Mobile technology
18-6a. Mobile and Smartphone Technology
18-6b. Apps and Widgets
18-7. The Social Media Plan
18-7a. The Changing World of Social Media
Chapter Review 18. Learning Objectives/Key Terms
Part 6. Pricing Decisions
Chapter 19. Pricing Concepts
19-1. The Importance of Price
19-1a. What Is Price?
19-1b. The Importance of Price to Marketing Managers
19-2. Pricing Objectives
19-2a. Profit-Oriented Pricing Objectives
19-2b. Sales-Oriented Pricing Objectives
19-2c. Status Quo Pricing Objectives
19-3. The Demand Determinant of Price
19-3a. The Nature of Demand
19-3b. Elasticity of Demand
19-4. The Power of Dynamic Pricing and Yield Management Systems
19-5. The Cost Determinant of Price
19-5a. Markup Pricing
19-5b. Break-Even Pricing
19-6. Other Determinants of Price
19-6a. Stages in the Product Life Cycle
19-6b. Competition, Price Matching, and Customer Loyalty
19-6c. Distribution Strategy
19-6d. The Impact of the Internet and Extranets
19-6e. Promotion Strategy
19-6f. Demands of Large Customers
19-6g. The Relationship of Price to Quality
19-7. How to Set a Price on a Product
19-7a. Establish Pricing Goals
19-7b. Estimate Demand, Costs, and Profits
19-7c. Choose a Price Strategy
19-8. The Legality of Price Strategy
19-8a. Unfair Trade Practices
19-8b. Price Fixing
19-8c. Price Discrimination
19-8d. Predatory Pricing
19-9. Tactics for Fine-Tuning the Base Price
19-9a. Discounts, Allowances, Rebates, and Value-Based Pricing
19-9b. Geographic Pricing
19-9c. Other Pricing Tactics
19-9d. Consumer Penalties
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