Contents

1. Licensing Info

   1. Image Use

2. Accessibility Statement

   1. Accessibility features of the web version of this resource
   2. Other file formats available
   3. Known accessibility issues and areas for improvement

3. For Students: How to Use This Book

   1. Available Formats
   2. Tips for Using This Textbook
   3. Webbook vs. All Other Formats
   4. Keep an eye out for these features

4. For Instructors: Teaching Resources

   1. Ancillary Resources

5. Acknowledgements

6. Chapter 1: What is Marketing?

   1. 1.1 Defining Marketing

      1. Marketing
      2. Value

   2. 1.2 Why Study Marketing?

      1. Marketing Delivers Value
      2. Justifying Marketing Costs
      3. Marketing Offers People Career Opportunities
      4. Criticisms of Marketing
      5. Marketing’s Role in the Organization

   3. 1.3 The Value Proposition

      1. What is a Value Proposition?

   4. 1.4 Discussion Questions and Activities

7. Chapter 2: Marketing Environment and Planning

   1. 2.1 Components of the Strategic Planning Process

      1. Conducting a Situation Analysis
      2. Conducting a SWOT Analysis
      3. Assessing the Internal Environment
      4. Assessing the External Environment
      5. Microenvironment (3 C’s)
      6. Macroenvironment (PEST)
      7. The Mission Statement

   2. 2.2 Objectives and Growth Strategies

      1. Developing Objectives
      2. Formulating Strategies
      3. Growth Strategies

   3. 2.3 Discussion Questions and Activities

8. Chapter 3: Consumer Behaviour

   1. 3.1 Consumer Decision-Making Process

      1. Stages in the Consumer Decision-Making Process

   2. 3.2 Factors That Influence Consumers’ Buying Behaviour

      1. Situational Factors
      2. Psychological Factors
      3. Motivating Consumers in a Time of Crisis
      4. Societal Factors

   3. 3.3 Discussion Questions and Activities

9. Chapter 4: Business Buying Behaviour

   1. 4.1 Business-to-Business (B2B) Markets

      1. The Demand for B2B Products

   2. 4.2 Types of B2B Buyers

      1. Producer (Manufacturer)
      2. Resellers
      3. Governments
      4. Institutions

   3. 4.3 Stages in the B2B Buying Process and B2B Buying Situations

      1. Stages in the B2B Buying Process
      2. Types of B2B Buying Situations

   4. 4.4 Buying Centres

      1. The Duties of Professional Buyers
      2. Other Players
      3. The Interpersonal and Personal Dynamics of B2B Marketing

   5. 4.5 Ethics in B2B Markets

   6. 4.6 Discussion Questions and Activities

10. Chapter 5: Market Segmenting, Targeting, and Positioning

    1. 5.1 Targeted Marketing vs Mass Marketing

       1. Benefits of Segmenting and Targeting Markets

    2. 5.2 How Markets are Segmented

       1. Types of Segmentation Bases

    3. 5.3 Selecting Target Markets

       1. Selecting a Target Market(s)

    4. 5.4 Positioning and Repositioning Offerings

    5. 5.5 Discussion Questions and Activities

11. Chapter 6: Marketing Research

    1. 6.1 Steps in the Marketing Research Process

       1. Step 1: Define the Problem (or Opportunity)
       2. Step 2: Design the Research
       3. Gauging the Credibility of Secondary Data: Questions to Ask
       4. The Basic Steps of Conducting a Focus Group
       5. Step 3: Design the Data-Collection Forms
       6. Step 4: Specify the Sample
       7. Step 5: Collect the Data
       8. Step 6: Analyze the Data
       9. Step 7: Write the Research Report and Present Its Findings

    2. 6.2 Marketing Research, Intelligence and Ethics

       1. Internally Generated Data and Reports
       2. Market Intelligence
       3. Can Market Intelligence Be Taken Too Far?
       4. Marketing Research

    3. 6.3 Discussion Questions and Activities

12. Chapter 7: Product

    1. 7.1 What is a Product or Service?

       1. Products (Goods) and Services
       2. Characteristics of Services
       3. The Product-Service Continuum
       4. Properties of the Product
       5. Product Mix and Product Lines

    2. 7.2 Types of Consumer Offerings

       1. Convenience Offerings
       2. Shopping Offerings
       3. Specialty Offerings
       4. Unsought Offerings

    3. 7.3 Branding, Labeling, and Packaging

       1. Branding

    4. 7.4 The New Product Development Process

       1. Idea Generation
       2. Idea Screening
       3. Development
       4. Testing
       5. Launch or Commercialization
       6. Evaluation

    5. 7.5 Managing New Products: The Product Life Cycle & Diffusion of Innovation

       1. The Introduction Stage
       2. The Growth Stage
       3. The Maturity Stage
       4. Extending the Maturity Stage
       5. The Decline Stage
       6. Rate of Adoption/Diffusion of Innovation
       7. Marketing an Innovation

    6. 7.6 Discussion Questions and Activities

13. Chapter 8: Price

    1. 8.1 The Pricing Framework and a Firm’s Pricing Objectives

       1. The Pricing Framework
       2. The Firm’s Pricing Objectives
       3. Earning a Targeted Return on Investment (ROI)
       4. Maximizing Profits
       5. Maximizing Sales
       6. Maximizing Market Share

    2. 8.2 Factors That Affect Pricing Decisions

       1. Customers
       2. Competitors
       3. The Economy and Government Laws and Regulations
       4. Product Costs

    3. 8.3 Pricing Strategies

       1. Introductory Pricing Strategies
       2. Pricing Approaches

    4. 8.4 Discussion Questions and Activities

14. Chapter 9: Place (Distribution)

    1. 9.1 What are Marketing Channels

       1. Marketing Channels versus Supply Chains
       2. Types of Channel Partners

    2. 9.2 Typical Marketing Channels

       1. Disintermediation
       2. Multiple Channels and Alternate Channels
       3. International Marketing Channels

    3. 9.3 Functions Performed by Channel Partners

       1. Disseminate Marketing Communications and Promote Brands
       2. Sorting and Regrouping Products
       3. Storing and Managing Inventory
       4. Distributing Products
       5. Assume Ownership Risk and Extend Credit
       6. Share Marketing and Other Information

    4. 9.4 Marketing Channel Strategies

       1. Channel Selection Factors
       2. Factors That Affect a Product’s Intensity of Distribution

    5. 9.5 Channel Dynamics

       1. Channel Power
       2. Channel Conflict
       3. Achieving Channel Cooperation Ethically

    6. 9.6 Discussion Questions and Activities

15. Chapter 10: Promotion (Integrated Marketing Communications)

    1. 10.1 Communication Process and Message Problems

       1. The Communication Process
       2. Message Problems

    2. 10.2 Integrated Marketing Communications (IMC)

       1. Changing Media

    3. 10.3 The Promotion (Communication) Mix

    4. 10.4 Message Strategies

       1. Utilizing a Product’s Unique Selling Proposition (USP)
       2. The Organization’s Promotion Objectives
       3. Message Characteristics

    5. 10.5 Advertising and Direct Marketing

       1. Advertising
       2. Direct Marketing

    6. 10.6 Sales Promotions

       1. Consumer Sales Promotions
       2. Push versus Pull Strategy

    7. 10.7 Public Relations Activities and Tools

       1. Public Relations
       2. An Example of a Press Release to Show How a Company Helps Feed the Hungry and Restock Food Banks around the Country

    8. 10.8 Discussion Questions and Activities

16. Chapter 11: Ethics & Social Responsibility

    1. 11.1 Marketing Ethics

       1. Legal and Ethical Constraints on Marketing and Advertising
       2. Does Advertising Drive Us to Unnecessary Purchases?

    2. 11.2 Online Marketing Regulation

       1. Legal Requirements
       2. Protecting Your Company

    3. 11.3 Corporate Social Responsibility

       1. Corporate Social Responsibility Defined
       2. Corporate Philanthropy
       3. Stakeholder Capitalism
       4. Cause-Related Marketing
       5. Sponsorship
       6. Sustainability
       7. Social Entrepreneurship and Social Enterprise
       8. People, Planet, Profit: Triple Bottom Line
       9. CSR: Potential Benefits
       10. CSR: Potential Drawbacks

    4. 11.4 Discussion Questions and Activities

17. Appendix: The Marketing Plan

    1. Appendix 1.1 The Marketing Plan

    2. Appendix 1.2 Functions of the Marketing Plan

       1. The Marketing Plan’s Outline

18. Glossary

19. Versioning History