Basic Marketing with Student CD by William Perreault, Jr., E. Jerome McCarthy and Joseph Cannon
Chapter 1 – The Importance of Marketing
Outline:
1. What is Marketing?
2. Why is Marketing Important to Individuals
3. The Right Way to Define Marketing
4. What is Macro-Marketing?
5. The Function of Marketing in Economic Systems
6. Marketing’s Function as it Changed Through Time
7. The Concept of Marketing Defined
8. Marketing and the Value of Customers
9. Marketing in Nonprofit Organizations
10. Concepts of Marketing and Social Responsibility
11. Ethics of Marketing
12. Ending: Conclusion, Key Terms, Illustrated Cases, and Computer-Aided Problem
Summary:
This chapter explains the meaning and functions of marketing and gives an overview of the various topics covering marketing in both commercial and non commercial organizations.
Chapter 2 - Marketing Strategy Planning
Outline:
1. The Management Function in Marketing
2. Defining Marketing Strategy
3. Explaining Target Marketing
4. Marketing Mixes for the Target Markets
5. The Role of a Marketing Plan
6. Building Customer Equity through a Marketing Program
7. The Significance of Strategic Marketing Planning
8. Attractive Opportunities Defined
9. Highlighting Opportunities by the Process of Strategic Marketing Planning Process
10. Kinds of Marketing Opportunities
11. Considering International Opportunities
12. Ending: Conclusion, Key Terms, Illustrated Cases, Preparing a Marketing Plan, and Computer-Aided Problem
Summary:
This chapter highlights the importance of targeting a specific market, strategic approaches in market planning and finding opportunities in both the local and international markets.
Chapter 3 – Focused Marketing Strategy, Positioning and Segmentation
Outline:
1. The Marketing Context
2. Setting the Course through Market Objectives
3. Organizational Resources May Reduce the Search for Opportunities
4. Assessing the Competition
5. The Economic Context
6. The Technological Context
7. The Political Context
8. The Legal Context
9. The Cultural and Social Context
10. Ways of Narrowing Down Strategies
11. How to Assess a Portfolio of Opportunities
12. Strategy Planning for Companies Offering Various Products
13. Assessing Opportunities in the Global Markets
14. Ending: Conclusion, Key Terms, Illustrated Cases, Preparing a Marketing Plan, and Computer-Aided Problem
Summary:
This chapter contextualizes the different environments involved in setting up an effective marketing strategy in the local and international markets. It explains how one can spot opportunities and implement a strategy to harness it.
Chapter 4 – Assessing Opportunities in the Dynamic Market Environment
Outline:
1. Learning About the Market is the First Step in Finding Opportunities
2. The Difference between Product and Generic Markets
3. Defining Targeted Markets through Market Segmentation
4. The Dimensions Used in Market Segmentation
5. Top Methods of Segmenting Product-Markets
6. Defining Differentiation and Positioning through the Customer’s Eyes
7. Ending: Conclusion, Key Terms, Illustrated Cases, and Computer-Aided Problem
Summary:
This chapter explains how a marketer must study the market environment before he/she initiates any plan or strategy. This means seeing the consumer world through the eyes of the consumer.
Chapter 5 - Demographic Characters of an International Consumer Markets
Outline:
1. Target Marketing’s Focus on the Customer
2. The International Consumer Markets
3. The U.S. Consumer Market’s Population Trends
4. The U.S. Consumer Market’s Income Dimensions
5. The Family Life Cycle and Consumer Spending
6. The U.S. Market’s Ethnic Dimensions
7. Ending: Conclusion, Key Terms, Illustrated Cases, and Computer-Aided Problem
Summary:
This chapter explores the U.S. markets through its demographic and economic profiles as well as its ethical dimensions. It also introduces the idea of consumer spending and the family life cycle.
Chapter 6 – All About Consumer Behaviors
Outline:
1. Exploring Consumer Behavior and their Motives
2. Factoring Economic Needs in Buying Decisions
3. Psychological Factors in Consumption
4. Social Factors Affecting Consumer Behavior
5. Purchase Situation Affecting Consumer Behavior
6. The Consumer Decision Process
7. Consumer Behavior in Global Markets
8. Ending: Conclusion, Key Terms, Illustrated Cases, and Computer-Aided Problem
Summary:
This chapter explores the various aspects of consumer spending through the most important actor – the consumer. It lists all the different factors affecting the buying decisions of this actor.
Chapter 7 – Big Buyers and their Buying Behaviors
Outline:
1. Corporate and Organizational Customers — A Great Market Opportunity
2. The Distinctions of Organizational Customers
3. Several Influencers in a Buying Decision
4. Organizational Customers Solve Problems
5. Buyer–Seller Dynamics in Corporate Markets
6. An Important Customer - Manufacturers
7. Service Producers — Tiny and Dispersed Market
8. Wholesalers and Retailers Purchase for Their Customers
9. The Public Sector as a Customer
10. Ending: Conclusion, Key Terms, Illustrated Cases, and Computer-Aided Problem
Summary:
This chapter introduces the aggregate consumers as organizational and commercial buyers. It explores their consumption patterns and their buying decisions.
Chapter 8 – Honing Market Decisions through Marketing Information
Outline:
1. Good Information Helps Effective Marketing \
2. Developments in Marketing Information Systems
3. The Scientific Process and Marketing Research
4. Five-Step Method of Marketing Research
5. Step One: Identifying the Problem—Step 1
6. Step Two: Situational Analysis
7. Step Three: Gathering Problem-Specific Data
8. Step Four: Data Interpretation
9. Step Five: Problem Solving
10. Global Marketing Research
11. Ending: Conclusion, Key Terms, Illustrated Cases, Making a Marketing Plans, and Computer-Aided Problem Key Terms
Summary:
This chapter emphasizes the importance of market information and market research in making a marketing decision. It also features the five steps required in marketing research.
Chapter 9 – Parts of a Product Plan for Products and Services
Outline:
1. Various Strategy Decisions in Product Area
2. Defining a Product
3. Distinguishing a Product from Service
4. Developing a Whole Product Line
5. Strategy Decision Through Branding
6. Favorable Branding Decisions
7. It is Hard to Create a Brand
8. Brand Names and Trademarks Protection
9. Types of Brands
10. Who Must Do the Branding?
11. The Vital Significance of Packaging
12. Packaging with Social Responsibility
13. Strategy Planning Involves Warranty Policies
14. Strategic Marketing Planning through Product Classification
15. Types of Consumer Product
16. Business Products Defines
17. What are the Classes of Business Products?
18. Ending: Conclusion, Key Terms, Illustrated Cases, Making a Marketing Plans, and Computer-Aided Problem Key Terms
Summary:
This chapter summarizes a product plan for various products and services. It explains the idea of a product, brand, packaging, and branding decisions which all contribute to strategic marketing planning for these products and services.
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Outline:
1. Creating Market Opportunities through Innovations
2. Product Management over their Life Cycles
3. Relating Product Life Cycles to Particular Markets
4. Product Life Cycles Variations
5. Planning According to the Various Phases of the Product Life Cycle
6. Planning for a New Product
7. Organization is Required in Developing New Product
8. The Whole Company Must be Involved in Developing a New Product
9. Why Product Managers are Important
10. Product Quality Management
11. Ending: Conclusion, Key Terms, Illustrated Cases, Making a Marketing Plans, and Computer-Aided Problem Key Terms
Summary:
This chapter shows how to develop a product from a studied market opportunity, including the product life cycles and variations and the management of a quality product.
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Outline:
1. Market Planning Decisions for Place
2. Place Decisions Follow the “Ideal” Place Goals
3. Types of a Channel System
4. The Need for Channel Specialists
5. Channel Relationship Must Be Managed 293
6. Vertical Marketing Systems Target the Final Customers
7. The Best Channel System Must Attain the Best Market Exposure
8. Sophisticated Channel Systems
9. Entry into the Global Markets
10. Ending: Conclusion, Key Terms, Illustrated Cases, Making a Marketing Plans, and Computer-Aided Problem Key Terms
Summary:
This chapter explains the importance of sales channels like the “ideal place.” It distinguishes between the best and the most sophisticated channel systems, including the channel types and its relation to strategic marketing plan.
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Outline:
1. Defining Physical Distribution
2. Customer Service in Physical Distribution
3. Physical Distribution Concept Focuses on the Whole Distribution System
4. Logistics Activities Coordination among Companies
5. Delivery Adds Value to a Marketing Strategy
6. The Best Transporting Alternative
7. The Role of Storage and Marketing Strategy
8. Requiring Specialized Storage Facilities
9. What is a Distribution Center?
10. Ending: Conclusion, Key Terms, Illustrated Cases, Making a Marketing Plans, and Computer-Aided Problem Key Terms
Summary:
This chapter highlights the importance of distribution in an effective marketing plan and implementation. It inherently adds value for the consumers and make sure that the products are well taken care of through storage facilities and distribution centers.
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Outline:
1. Distinct Strategies of Retailers and Wholesalers
2. What is Retailing?
3. Retail Strategy Planning
4. Traditional Retailers Avoid Price Competition
5. Best rice Competition through the Expansion of Assortment and Service
6. Emergence of Mass-Merchandise Retailers
7. Some Retailers Highlight Extra Convenience
8. Internet Retailing
9. The Evolution of Retailers
10. Size and Profits of Retailers
11. How Retailing Works in Different Countries
12. Defining a Wholesaler
13. Evolution of Wholesaling
14. Wholesalers Enhance Value through Several Means
15. There are So Many Merchant Wholesalers
16. Sales Agents Defined
17. Prospects for Retailers and Wholesalers
18. Ending: Conclusion, Key Terms, Illustrated Cases, Making a Marketing Plans, and Computer-Aided Problem Key Terms
Summary:
This chapter delineates between wholesaling and retailing by illustrating how they function. It also highlights new concepts such as Internet Retailing alongside the traditional concepts of mass merchandising, sales agents, among others. The evolution of both retailing and wholesaling are also shown.
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Outline:
1. Addressing the Target Markets by Promotion
2. Various Promotion Methods
3. The Need for a Promotions Manager
4. Promotion Methods Based on Promotion Objectives
5. Effective Communication is the Key in Promotion
6. Very Focused Integrated Direct-Response Promotion
7. Customer-Initiated Communication Process
8. And Integrating a Typical Promotion Plans
9. Adoption Processes Helps Promotion Planning
10. Promotion Blends and the Product Life Cycle
11. Promotion Budget Allotment
12. Ending: Conclusion, Key Terms, Illustrated Cases, Making a Marketing Plans, and Computer-Aided Problem Key Terms
Summary:
This chapter shows the need for an integrated marketing communications, its functions and importance in a new, dynamic market environment worldwide. It stresses the need for effective communications in delivering the marketing message to the customers.
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Outline:
1. The Functions of Personal Selling
2. Types of Personal Selling
3. Establishing New Business Relationships by Getting Orders
4. Nurturing Business Relationships to Sustain Business
5. Special Channels through a Reliable Sales Force
6. Customer Service Endorse Sustained Sales
7. Assigning Responsibility by the Right Structure
8. Information Technology Tools Aid Sales
9. Recruiting and Training a Sales Force
10. Compensation and Motivation of Salespeople
11. Exploring Personal Selling Techniques
12. Ending: Conclusion, Key Terms, Illustrated Cases, Making a Marketing Plans, and Computer-Aided Problem Key Terms
Summary:
This chapter illustrates customer service rendered through personalized selling. It shows how a business relationship and continuous sales are achieved through a nurtured professional sales relationship between the sellers and the buyers.
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1. Advertising, Sales Promotion and Strategic Marketing Planning
2. Great Opportunities in Advertising
3. Advertising Objectives Must be Strategic
4. Advertising Objectives Set the Types of Advertising Required
5. Advertising Efforts and Cooperative Relationships Coordination
6. Selecting the “Best” Advertising Medium
7. Internet Advertising
8. Creating the “Best” Message
9. The Functions of Advertising Agencies
10. It is Difficult to Measure the Effects of Advertising
11. Avoiding Unfair Advertising
12. Types of Publicity and Customer Communications
13. Developing a Sales Promotion
14. Problems in Sales Promotion Management
15. The Types of Sales Promotion According to Target Markets
16. Ending: Conclusion, Key Terms, Illustrated Cases, Making a Marketing Plans, and Computer-Aided Problem Key Terms
Summary:
This chapter hinges on both crucial marketing concepts – sales promotion and advertising. They both execute the success of the other marketing elements such as the marketing strategies, planning and implementation.
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Outline:
1. Strategic Dimensions of Price
2. Goals-Oriented Strategy Planning for Price
3. Profit-Oriented Goals
4. Sales-Oriented Goals
5. Status Quo Pricing Goals
6. Setting Specific Pricing Policies for Success
7. Flexibility Policies of Price
8. Exploring Price-Level Policies
9. Exploring Discount Policies
10. Exploring Allowance Policies
11. Enhanced Customer Service through Extras
12. List Price Based on Locations
13. Integrated Pricing Policies Combine for More Customer Value
14. The Legal Side of Pricing Policies
15. Ending: Conclusion, Key Terms, Illustrated Cases, Making a Marketing Plans, and Computer-Aided Problem Key Terms
Summary:
This chapter spells out the different concepts in pricing. It features the different policies and contexts involved in pricing. It also shows how strategic decision making are involved in setting product and service prices.
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Outline:
1. Price Setting Is a Strategic Decision
2. Using Markups
3. What is Average-Cost Pricing?
4. Different Types of Costs
5. Assessing Possible Prices through Break-Even Analysis
6. Considering Costs and Demand by Marginal Analysis
7. Demand-Oriented Strategies for Price Setting
8. Pricing a Whole Line of Products
9. Bid Pricing and Negotiated Pricing Rely on Costs
10. Ending: Conclusion, Key Terms, Illustrated Cases, Making a Marketing Plans, and Computer-Aided Problem Key Terms
Summary:
This chapter differentiates the final consumer with the aggregate consumer as explained above. It explains the different types of costs and how they are all analyzed to create the best pricing for a particular product or a whole line of products.
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1. Good Plans Set the Environment for Implementation and Control
2. Better Implementation and Control by Fast Information
3. Effective Implementation Equals to Intended Plan
4. The Function of Control in Improving the Marketing Plans and Implementation
5. The Function of Sales Analysis
6. What is Performance Analysis?
7. The Function of Performance Indexes
8. Conducting a Series of Performance Analyses
9. Cost Analysis in Marketing
10. Integrating Planning and Control
11. The Marketing Audit
12. Ending: Conclusion, Key Terms, Illustrated Cases, Making a Marketing Plans, and Computer-Aided Problem Key Terms
Summary:
This chapter discusses the different concepts involved in the management and implementation of a marketing plan. These concepts include sales analysis, performance analysis, cost analysis, performance index, marketing audit, and the likes.
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Outline:
1. Marketing in the General Context
2. The Importance of Money in Implementing a Marketing Plan
3. Coordinating Production with the Marketing Plan
4. Understanding Costs and Profit through Accounting Data
5. Making Plans Work
6. Ending: Conclusion, Key Terms, Illustrated Cases, Making a Marketing Plans, and Computer-Aided Problem Key Terms
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This chapter links marketing and its successful implementation with the other vital aspects of business operations such as finance, accounting, production, and the overall organization. It evidences how each marketing considerations and approaches must be well integrated into the marketing plan.
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1. The various content and differences among marketing strategies, plans and program
2. The parts of the marketing strategy planning process and the strategic decisions for the four Ps.
3. Why product types and mixes must be considered in creating a marketing plan.
4. Changing the marketing strategy and marketing plan at various stages of the product life cycle
5. What are the basic forecasting approaches and their uses in assessing the prospects of future strategies
6. What constitutes a marketing plan?
7. Market Planning for the International Markets
8. Ending: Conclusion, Key Terms, Illustrated Cases, Making a Marketing Plans, and Computer-Aided Problem Key Terms
Summary:
This chapter further discusses how to create an innovative marketing plan not only for a local market but more especially to the wider international markets. It also shows how the said plan is being changed to suit the present needs of the dynamic market. In this regard, fundamental forecasting strategies are applied to evaluate prospects and future strategies for better marketing implementation.
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1. Guidelines in Marketing Evaluation
2. Measuring Consumer Satisfaction
3. The Costs of Micro-Marketing
4. The Costs of Macro-Marketing
5. Logic and Creativity Involved in Marketing Strategy Planning Process
6. Combining All the Details in the Marketing Plan
7. Challenges Marketers Face
8. The Extent of the Marketing Concept
9. Ending: Conclusion, Key Terms, Illustrated Cases, Making a Marketing Plans, and Computer-Aided Problem Key Terms
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This chapter discusses the various measures in evaluating the marketing plan, its implementation and effectiveness, and the overall satisfaction of the consumers. It situates the marketing concept and strategies with the external challenges of the general consumer landscape.
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Perreault Jr., W., McCarthy, E. J., & Cannon, J. (2008). Basic Marketing w/Student CD. Columbus, OH: McGraw-Hill/Irwin.
