Sale!

Principles of Marketing 3rd edition by Jeff Tanner, Mary Anne Raymond ISBN 1453374481 9781453374481

Original price was: $70.00.Current price is: $35.00.

Instant download Principles of Marketing 3rd by Jeff Tanner Administrator after payment

SKU: EB_42878 Category:

Principles of Marketing 3rd edition by Jeff Tanner, Mary Anne Raymond – Ebook PDF Instant Download/Delivery:  1453374481, 9781453374481
Full download Principles of Marketing 3rd edition after payment


Product details:

ISBN 10: 1453374481
ISBN 13: 9781453374481
Author: Jeff Tanner, Mary Anne Raymond

Principles of Marketing is an up-to-date overview into what is going on in the field of marketing today. This textbook covers topics such as: Content marketing, social media best practices, and crowdfunding and crowdsourcing. This is a resource to show students how to actually use these techniques and market.

Principles of Marketing 3rd Table of contents:

Chapter 1: What Is Marketing?

  • Defining Marketing

  • Value

  • Creating Offerings That Have Value

  • Communicating Offerings

  • Delivering Offerings

  • Exchanging Offerings

  • Who Does Marketing?

    • For-Profit Companies

    • Nonprofit Organizations

    • Individuals

  • Why Study Marketing?

    • Marketing Enables Profitable Transactions to Occur

    • Marketing Delivers Value

    • Marketing Benefits Society

    • Marketing Costs Money

    • Marketing Offers People Career Opportunities

  • Criticisms of Marketing

  • Themes and Organization of This Book

    • Marketing’s Role in the Organization

    • Everything Starts with Customers

    • The Marketing Plan

    • The Changing Marketing Environment

  • Discussion Questions and Activities

  • Endnotes

Chapter 2: Strategic Planning

  • The Value Proposition

    • What Is a Value Proposition?

  • Components of the Strategic Planning Process

    • Conducting a Situation Analysis

    • Conducting a SWOT Analysis

      • Assessing the Internal Environment

      • Assessing the External Environment

        • The Competitive Environment

        • Competitive Analysis

        • The Political and Legal Environment

        • The Economic Environment

        • The Demographic and Social and Cultural Environments

        • Technology

        • Natural Resources

  • The Mission Statement

  • Developing Organizational Objectives and Formulating Strategies

    • Developing Objectives

    • Formulating Strategies

  • Where Strategic Planning Occurs within Firms

  • Strategic Portfolio Planning Approaches

    • The Boston Consulting Group Matrix

      • Stars

      • Cash Cows

      • Question Marks or Problem Children

      • Dogs

    • The General Electric Approach

  • Discussion Questions and Activities

  • Endnotes

Chapter 3: Consumer Behavior: How People Make Buying Decisions

  • Factors That Influence Consumers’ Buying Behavior

    • Situational Factors

      • Social Situation

      • Time

      • Reason for the Purchase

      • Mood

    • Economic Situation

    • Personal Factors

      • Personality and Self-Concept

      • Gender, Age, and Stage of Life

      • Lifestyle

    • Psychological Factors

      • Motivation

      • Perception

      • Learning

      • Attitude

    • Societal Factors

      • Culture

      • Subcultures

      • Social Class

      • Reference Groups, Opinion Leaders, and Influencers

      • Family

  • Low-Involvement vs. High-Involvement Buying Decisions

  • The Consumer’s Decision-Making Process

    • Stage 1: Need Recognition

    • Stage 2: Search for Information

    • Stage 3: Product Evaluation

    • Stage 4: Product Choice and Purchase

    • Stage 5: Postpurchase Use and Evaluation

    • Stage 6: Disposal of the Product

  • Discussion Questions and Activities

  • Endnotes

Chapter 4: Business Buying Behavior

  • Characteristics of B2B Markets

  • The Demand for B2B Products

  • Types of B2B Buyers

    • Producers

    • Resellers

    • Governments

    • Institutions

  • Who Makes Purchasing Decisions in B2B Markets?

    • Buying Centers

      • Initiators

      • Users

      • Influencers

      • Gatekeepers

      • Deciders

    • Professional Buyers

    • Other Players

  • Interpersonal and Personal Dynamics in B2B

  • Stages in the B2B Buying Process

  • Types of B2B Buying Situations

  • B2B E-Commerce and Social Media Marketing

    • Types of B2B Websites

    • Pricing in B2B E-Commerce

    • Social Network Choices

  • International B2B Markets

  • Ethics in B2B Markets

  • Discussion Questions and Activities

  • Endnotes

Chapter 5: Market Segmenting, Targeting, and Positioning

  • Targeted Marketing vs. Mass Marketing

  • Benefits of Segmenting and Targeting Markets

  • Segmenting and Targeting a Firm’s Current Customers

  • How Markets Are Segmented

    • Segmenting by Behavior

    • Segmenting by Demographics

      • Age

      • Income

      • Gender

      • Family Life Cycle

      • Ethnicity

    • Segmenting by Geography

    • Segmenting by Psychographics

  • Segmentation in B2B Markets

  • Selecting Target Markets

  • Target-Market Strategies

    • Multisegment Marketing

    • Concentrated Marketing

    • Targeting Global Markets

  • Positioning and Repositioning Offerings

  • Discussion Questions and Activities

  • Endnotes

Chapter 6: Creating Offerings

  • What Comprises an Offering?

    • Product, Price, and Service

    • The Product-Dominant Approach

    • The Service-Dominant Approach

    • The Sharing Economy

  • Product Levels and Product Lines

  • Types of Consumer Offerings

    • Convenience

    • Shopping

    • Specialty

    • Unsought

  • Types of B2B Offerings

    • Capital Equipment

    • Raw Materials

    • OEM/Components

    • MRO

    • Facilitating Offerings

  • Branding, Labeling, and Packaging

    • Branding

    • Packaging Decisions

  • Managing the Offering

  • Discussion Questions and Activities

  • Endnotes

Chapter 7: Developing and Managing Offerings

  • The New Offering Development Process

    • Idea Generation

    • Idea Screening

    • Feature Specification

    • Development

    • Testing

    • Launch/Commercialization

    • Evaluation

  • Managing Products over the Product Life Cycle

    • Introduction

    • Growth

    • Maturity

    • Decline

  • Discussion Questions and Activities

  • Endnotes

Chapter 8: Using Marketing Channels to Create Value for Customers

  • Marketing Channels and Channel Partners

    • Supply Chains

  • Types of Channel Partners

    • Wholesalers

      • Merchant Wholesalers

      • Brokers and Affiliates

      • Manufacturer Sales Offices

    • Retailers

  • Typical Marketing Channels

    • Disintermediation

    • Multiple/Alternate Channels

    • International Channels

  • Functions of Channel Partners

    • Communications and Promotions

    • Sorting and Regrouping

    • Inventory Management

    • Distribution

    • Risk and Credit

    • Information Sharing

  • Channel Strategy

    • Selection Factors

    • Intensity of Distribution

  • Channel Dynamics

    • Channel Power

    • Conflict (Vertical/Horizontal)

    • Channel Cooperation

  • Channel Integration

    • Vertical/Horizontal Marketing Systems

  • Discussion Questions and Activities

  • Endnotes

Chapter 9: Using Supply Chains to Create Value for Customers

  • Sourcing and Procurement

    • Outsourcing and Offshoring

  • Sourcing Strategies

  • Demand Planning and Inventory Control

    • Just-in-Time Systems

  • Product Tracking

  • Warehousing and Transportation

    • Types of Transportation

  • Logistics and Tradeoffs

  • Track and Trace Systems

  • Reverse Logistics

  • Discussion Questions and Activities

  • Endnotes

Chapter 10: Gathering and Using Information: Marketing Research and Market Intelligence

  • Marketing Information Systems

  • Internally Generated Data

  • Analytics and Market Intelligence

  • Marketing Research

    • Is It Always Correct?

  • Marketing Research Process

    • Step 1: Define the Problem

    • Step 2: Design the Research

      • Secondary Data

      • Research Design

    • Step 3: Design Data Collection Forms

    • Step 4: Specify the Sample

    • Step 5: Collect the Data

    • Step 6: Analyze the Data

    • Step 7: Write and Present the Report

  • Discussion Questions and Activities

  • Endnotes

Chapter 11: Integrated Marketing Communications and Traditional Media Marketing

  • Integrated Marketing Communications (IMC)

  • Changing Media Landscape

  • The Promotion (Communication) Mix

  • Communication Process and Message Problems

  • Message Strategies

    • USP

    • Message Characteristics

  • Promotion Budget

  • Advertising and Direct Marketing

  • Public Relations and Sponsorships

    • Product Placements

  • Sales Promotions

    • Consumer vs. Trade Promotions

    • Push vs. Pull Strategies

  • Discussion Questions and Activities

  • Endnotes

Chapter 12: Digital Marketing

  • Email and Search Engine Marketing

  • E-Commerce and Mobile Marketing

  • Social Media Marketing

    • Challenges

    • Best Practices

  • Measuring Effectiveness

  • Discussion Questions and Activities

  • Endnotes

Chapter 13: Professional Selling

  • Role of Salespeople

    • Creating Value

    • Relationship Management

    • Information Gathering

  • Types of Sales Positions

    • Missionary

    • Trade

    • Prospectors

    • Account Managers

  • Customer Relationships and Strategies

    • Relationship Types

    • Selling Strategies

  • Choosing the Right Sales Strategy

  • Sales Metrics and the Sales Cycle

  • Ethics in Sales

    • Safeguards and Challenges

  • Aligning Sales and Marketing

    • What Marketing Does for Sales

    • What Sales Does for Marketing

  • Outsourcing the Sales Function

  • Discussion Questions and Activities

Chapter 14: Customer Satisfaction, Loyalty, and Empowerment

  • Customer Communities and Influencer Panels

  • Loyalty Management

    • Behavioral vs. Attitudinal Loyalty

    • Loyalty Programs and Their Effects

  • Customer Satisfaction

    • Measuring Satisfaction

  • Complaint Management

  • Ethics and Customer Empowerment

    • Privacy Laws and Warranties

  • Discussion Questions and Activities

  • Endnotes

Chapter 15: Price, the Only Revenue Generator

  • The Pricing Framework

  • Firm’s Pricing Objectives

    • ROI, Profit, Sales, Market Share

  • Factors Affecting Pricing

    • Customers, Competitors, Economy, Costs

  • Pricing Strategies and Approaches

  • Price Adjustments

  • Discussion Questions and Activities

  • Endnotes

Chapter 16: The Marketing Plan

  • Marketing Planning Roles and Functions

  • Outline of the Marketing Plan

    • Executive Summary

    • Business Challenge

    • Market, Customers, Company, Collaborators, Competitors, Climate

    • Strategy

    • Offering, Communication, Distribution, Budget

    • Conclusion

  • Forecasting

    • Methods (Judgment, Surveys, Time Series, Models)

    • Building Better Forecasts

  • Ongoing Planning and Evaluation

    • Causality and Auditing

  • Discussion Questions and Activities

  • Endnotes

People also search for Principles of Marketing 3rd:

principles of marketing 3rd quarter exam

principles of marketing 3rd quarter

principles of marketing 3rd edition

principles of marketing 3rd semester

principles of marketing bcom 3rd year

Tags: Jeff Tanner, Mary Anne Raymond, Principles of Marketing