Principles of Marketing is designed to meet the scope and sequence for a one-semester marketing course for undergraduate business majors and minors. Principles of Marketing provides a solid grounding in the core concepts and frameworks of marketing theory and analysis so that business students interested in a major or minor in marketing will also be prepared for more rigorous, upper-level elective courses. Concepts are further reinforced through detailed, diverse, and realistic company and organization scenarios and examples from various industries and geographical locations. To illuminate the meaningful applications and implications of marketing ideas, the book incorporates a modern approach providing connections between topics, solutions, and real-world problems. Principles of Marketing is modular, allowing flexibility for courses with varied learning outcomes and coverage.
Conditions of Use
This book is licensed under a Creative Commons License (CC BY). You can download the ebook Principles of Marketing by OpenStax for free.
- Title
- Principles of Marketing by OpenStax
- Publisher
- OpenStax
- Author(s)
- Linda Hoffman, Maria Gomez Albrecht, Mark Green
- Published
- 2023-01-25
- Edition
- 1
- Format
- eBook (pdf, epub, mobi)
- Pages
- 711
- Language
- English
- ISBN-10
- 1711471526
- ISBN-13
- 9781711471525
- License
- CC BY
- Book Homepage
- Free eBook, Errata, Code, Solutions, etc.
Unit 1 Setting the Stage Unit 1 Unit Introduction Chapter 1 Marketing and Customer Value In the Spotlight 1.1 Marketing and the Marketing Process 1.2 The Marketing Mix and the 4Ps of Marketing 1.3 Factors Comprising and Affecting the Marketing Environment 1.4 Evolution of the Marketing Concept 1.5 Determining Consumer Needs and Wants 1.6 Customer Relationship Management (CRM) 1.7 Ethical Marketing Chapter Summary Key Terms Applied Marketing Knowledge: Discussion Questions Critical Thinking Exercises Building Your Personal Brand What Do Marketers Do? Marketing Plan Exercise Closing Company Case References Chapter 2 Strategic Planning in Marketing In the Spotlight 2.1 Developing a Strategic Plan 2.2 The Role of Marketing in the Strategic Planning Process 2.3 Purpose and Structure of the Marketing Plan 2.4 Marketing Plan Progress Using Metrics 2.5 Ethical Issues in Developing a Marketing Strategy Chapter Summary Key Terms Applied Marketing Knowledge: Discussion Questions Critical Thinking Exercises Building Your Personal Brand What Do Marketers Do? Marketing Plan Exercise Closing Company Case References Unit 2 Understanding the Marketplace Unit 2 Unit Introduction Chapter 3 Consumer Markets and Purchasing Behavior In the Spotlight 3.1 Understanding Consumer Markets and Buying Behavior 3.2 Factors That Influence Consumer Buying Behavior 3.3 The Consumer Purchasing Decision Process 3.4 Ethical Issues in Consumer Buying Behavior Chapter Summary Key Terms Applied Marketing Knowledge: Discussion Questions Critical Thinking Exercises Building Your Personal Brand What Do Marketers Do? Closing Company Case References Chapter 4 Business Markets and Purchasing Behavior In the Spotlight 4.1 The Business-to-Business (B2B) Market 4.2 Buyers and Buying Situations in a B2B Market 4.3 Major Influences on B2B Buyer Behavior 4.4 Stages in the B2B Buying Process 4.5 Ethical Issues in B2B Marketing Chapter Summary Key Terms Applied Marketing Knowledge: Discussion Questions Critical Thinking Exercises Building Your Personal Brand What Do Marketers Do? Closing Company Case References Chapter 5 Market Segmentation, Targeting, and Positioning In the Spotlight 5.1 Market Segmentation and Consumer Markets 5.2 Segmentation of B2B Markets 5.3 Segmentation of International Markets 5.4 Essential Factors in Effective Market Segmentation 5.5 Selecting Target Markets 5.6 Product Positioning 5.7 Ethical Concerns and Target Marketing Chapter Summary Key Terms Applied Marketing Knowledge: Discussion Questions Critical Thinking Exercises Building Your Personal Brand What Do Marketers Do? Marketing Plan Exercise Closing Company Case References Chapter 6 Marketing Research and Market Intelligence In the Spotlight 6.1 Marketing Research and Big Data 6.2 Sources of Marketing Information 6.3 Steps in a Successful Marketing Research Plan 6.4 Ethical Issues in Marketing Research Chapter Summary Key Terms Applied Marketing Knowledge: Discussion Questions Critical Thinking Exercises Building Your Personal Brand What Do Marketers Do? Marketing Plan Exercise Closing Company Case References Chapter 7 Marketing in a Global Environment In the Spotlight 7.1 The Global Market and Advantages of International Trade 7.2 Assessment of Global Markets for Opportunities 7.3 Entering the Global Arena 7.4 Marketing in a Global Environment 7.5 Ethical Issues in the Global Marketplace Chapter Summary Key Terms Applied Marketing Knowledge: Discussion Questions Critical Thinking Exercises Building Your Personal Brand What Do Marketers Do? Closing Company Case References Chapter 8 Marketing in a Diverse Marketplace In the Spotlight 8.1 Strategic Marketing: Standardization versus Adaptation 8.2 Diversity and Inclusion Marketing 8.3 Multicultural Marketing 8.4 Marketing to Hispanic, Black, and Asian Consumers 8.5 Marketing to Sociodemographic Groups 8.6 Ethical Issues in Diversity Marketing Chapter Summary Key Terms Applied Marketing Knowledge: Discussion Questions Critical Thinking Exercises Building Your Personal Brand What Do Marketers Do? Closing Company Case References Unit 3 Product, Promotion, Price, and Place Unit 3 Unit Introduction Chapter 9 Products: Consumer Offerings In the Spotlight 9.1 Products, Services, and Experiences 9.2 Product Items, Product Lines, and Product Mixes 9.3 The Product Life Cycle 9.4 Marketing Strategies at Each Stage of the Product Life Cycle 9.5 Branding and Brand Development 9.6 Forms of Brand Development, Brand Loyalty, and Brand Metrics 9.7 Creating Value through Packaging and Labeling 9.8 Environmental Concerns Regarding Packaging 9.9 Ethical Issues in Packaging Chapter Summary Key Terms Applied Marketing Knowledge: Discussion Questions Critical Thinking Exercises Building Your Personal Brand What Do Marketers Do? Marketing Plan Exercise Closing Company Case References Chapter 10 Maintaining a Competitive Edge with New Offerings In the Spotlight 10.1 New Products from a Customer’s Perspective 10.2 Stages of the New Product Development Process 10.3 The Use of Metrics in Evaluating New Products 10.4 Factors Contributing to the Success or Failure of New Products 10.5 Stages in the Consumer Adoption Process for New Products 10.6 Ethical Considerations in New Product Development Chapter Summary Key Terms Applied Marketing Knowledge: Discussion Questions Critical Thinking Exercises Building Your Personal Brand What Do Marketers Do? Closing Company Case References Chapter 11 Services: The Intangible Product In the Spotlight 11.1 Classification of Services 11.2 The Service-Profit Chain Model and the Service Marketing Triangle 11.3 The Gap Model of Service Quality 11.4 Ethical Considerations in Providing Services Chapter Summary Key Terms Applied Marketing Knowledge: Discussion Questions Critical Thinking Exercises Building Your Personal Brand What Do Marketers Do? Closing Company Case References Chapter 12 Pricing Products and Services In the Spotlight 12.1 Pricing and Its Role in the Marketing Mix 12.2 The Five Critical Cs of Pricing 12.3 The Five-Step Procedure for Establishing Pricing Policy 12.4 Pricing Strategies for New Products 12.5 Pricing Strategies and Tactics for Existing Products 12.6 Ethical Considerations in Pricing Chapter Summary Key Terms Applied Marketing Knowledge: Discussion Questions Critical Thinking Exercises Building Your Personal Brand What Do Marketers Do? Marketing Plan Exercise Closing Company Case References Chapter 13 Integrated Marketing Communications In the Spotlight 13.1 The Promotion Mix and Its Elements 13.2 The Communication Process 13.3 Integrated Marketing Communications 13.4 Steps in the IMC Planning Process 13.5 Ethical Issues in Marketing Communication Chapter Summary Key Terms Applied Marketing Knowledge: Discussion Questions Critical Thinking Exercises Building Your Personal Brand What Do Marketers Do? Marketing Plan Exercise Closing Company Case References Chapter 14 The Promotion Mix: Advertising and Public Relations In the Spotlight 14.1 Advertising in the Promotion Mix 14.2 Major Decisions in Developing an Advertising Plan 14.3 The Use of Metrics to Measure Advertising Campaign Effectiveness 14.4 Public Relations and Its Role in the Promotion Mix 14.5 The Advantages and Disadvantages of Public Relations 14.6 Ethical Concerns in Advertising and Public Relations Chapter Summary Key Terms Applied Marketing Knowledge: Discussion Questions Critical Thinking Exercises Building Your Personal Brand What Do Marketers Do? Closing Company Case References Chapter 15 The Promotion Mix: Personal Selling and Sales Promotion In the Spotlight 15.1 Personal Selling and Its Role in the Promotion Mix 15.2 Classifications of Salespeople Involved in Personal Selling 15.3 Steps in the Personal Selling Process 15.4 Management of the Sales Force 15.5 Sales Promotion and Its Role in the Promotion Mix 15.6 Main Types of Sales Promotion 15.7 Ethical Issues in Personal Selling and Sales Promotion Chapter Summary Key Terms Applied Marketing Knowledge: Discussion Questions Critical Thinking Exercises Building Your Personal Brand What Do Marketers Do? Closing Company Case References Chapter 16 Direct, Online, Social Media, and Mobile Marketing In the Spotlight 16.1 Traditional Direct Marketing 16.2 Social Media and Mobile Marketing 16.3 Metrics Used to Evaluate the Success of Online Marketing 16.4 Ethical Issues in Digital Marketing and Social Media Chapter Summary Key Terms Applied Marketing Knowledge: Discussion Questions Critical Thinking Exercises Building Your Personal Brand What Do Marketers Do? Closing Company Case References Chapter 17 Distribution: Delivering Customer Value In the Spotlight 17.1 The Use and Value of Marketing Channels 17.2 Types of Marketing Channels 17.3 Factors Influencing Channel Choice 17.4 Managing the Distribution Channel 17.5 The Supply Chain and Its Functions 17.6 Logistics and Its Functions 17.7 Ethical Issues in Supply Chain Management Chapter Summary Key Terms Applied Marketing Knowledge: Discussion Questions Critical Thinking Exercises Building Your Personal Brand What Do Marketers Do? Marketing Plan Exercise Closing Company Case References Chapter 18 Retailing and Wholesaling In the Spotlight 18.1 Retailing and the Role of Retailers in the Distribution Channel 18.2 Major Types of Retailers 18.3 Retailing Strategy Decisions 18.4 Recent Trends in Retailing 18.5 Wholesaling 18.6 Recent Trends in Wholesaling 18.7 Ethical Issues in Retailing and Wholesaling Chapter Summary Key Terms Applied Marketing Knowledge: Discussion Questions Critical Thinking Exercises Building Your Personal Brand What Do Marketers Do? Marketing Plan Exercise Closing Company Case References Chapter 19 Sustainable Marketing: The New Paradigm In the Spotlight 19.1 Sustainable Marketing 19.2 Traditional Marketing versus Sustainable Marketing 19.3 The Benefits of Sustainable Marketing 19.4 Sustainable Marketing Principles 19.5 Purpose-Driven Marketing Chapter Summary Key Terms Applied Marketing Knowledge: Discussion Questions Critical Thinking Exercises Building Your Personal Brand References Answer Key Chapter 1 Chapter 2 Chapter 3 Chapter 4 Chapter 5 Chapter 6 Chapter 7 Chapter 8 Chapter 9 Chapter 10 Chapter 11 Chapter 12 Chapter 13 Chapter 14 Chapter 15 Chapter 16 Chapter 17 Chapter 18 Chapter 19 Index
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