PREFACE
WHY I WROTE THIS BOOK
HOW THIS BOOK IS DIFFERENT FROM OTHERS
To Students
To Instructors
In General
ABOUT THE AUTHOR
OVERVIEW
OVERVIEW OF MARKETING
WHAT IS MARKETING?
MARKETING ERAS AND MARKETING MANAGEMENT PHILOSOPHIES
The Production Era (Production Orientation Philosophy)
The Sales Era (Sales Orientation Philosophy)
The Marketing Era (Market Orientation Philosophy or Customer Orientation Philosophy)
The Societal Marketing Era (Relationship Marketing Philosophy)
LEARNING OUTCOMES EXPLAINED
PART ONE: MARKETING MIXES
INTRODUCTION TO THE MARKETING MIX
LEARNING HINT ONE
LEARNING HINT TWO
LEARNING OUTCOME EXPLAINED
CHAPTER ONE: THE PROMOTION MIX
LEARNING HINT THREE
LEARNING HINT FOUR
CATEGORIES OF CONSUMERS (CATEGORIES OF PRODUCT ADOPTERS)
LEARNING HINT FIVE
Innovators
arly Adopters
Early Majority
Late Majority
LEARNING HINT SIX
Laggards
THE BUYER DECISION-MAKING PROCESS
Stages of The Buyer Decision-Making Process
LEARNING HINT SEVEN
LEARNING HINT EIGHT
LEARNING HINT NINE
Branding
Packaging
LEARNING OUTCOMES EXPLAINED
CHAPTER TWO: SEGMENTING THE MARKET
THE FOUR CRITERIA FOR SEGMENTING THE CONSUMER MARKET
THE FIVE BASES FOR SEGMENTING CONSUMER MARKETS
LEARNING HINT TEN
MARKET SEGMENTATION STRATEGIES
LEARNING HINT ELEVEN
FOUR SEGMENT TYPES IN THE BUSINESS MARKET
Three Bases for Segmenting the Business Market
LEARNING OUTCOMES EXPLAINED
CHAPTER THREE: ADVERTISING
MAJOR ADVERTISING MEDIA
LEARNING HINT TWELVE
LEARNING HINT THIRTEEN
LEARNING HINT FOURTEEN
PUBLIC RELATIONS
PUBLICITY
LEARNING OUTCOMES EXPLAINED
CHAPTER FOUR: SELLING AND SALES PROMOTION
CHAPTER FIVE: LOCATION, LOCATION, LOCATION
Interior Display
LEARNING HINT FIFTEEN
The Business Market
LEARNING OUTCOMES EXPLAINED
CHAPTER SIX: THE PRODUCT MIX
PACKAGING
PRODUCT ITEMS, LINES, AND MIXES
LEARNING HINT SIXTEEN
PRODUCT LIFE CYCLE
Categories of Products
Product Adoption (Diffusion)
BUSINESS MARKET
LEARNING HINT SEVENTEEN
LEARNING OUTCOMES EXPLAINED
CHAPTER SEVEN: THE DISTRIBUTION MIX
LEARNING HINT EIGHTEEN
CHANNELS OF DISTRIBUTION FOR CONSUMER GOODS
LEARNING HINT NINETEEN
Storage, Bundling, and Breaking Bundles
Push and Pull Strategies
BUSINESS MARKET
LEARNING OUTCOMES EXPLAINED
CHAPTER EIGHT: THE PRICING MIX
PRICING OBJECTIVES
Profit Pricing Objectives (or Profit-Oriented Pricing Objectives)
Prestige Pricing Objectives (or Quality-Oriented Pricing Objectives)
Volume Pricing Objectives
PRICING STRATEGIES
Penetration Pricing Strategy
Skimming Pricing Strategy
Perceived-Value Pricing Strategy
Supply and Demand
LEARNING HINT TWENTY
INFLUENCE OF PRICING ON OTHER MIXES
BUSINESS MARKET
LEARNING HINT TWENTY-ONE
Governments
Institutions
Producers
Retailers
TIME AND MONEY
LEARNING HINT TWENTY-TWO
LEARNING OUTCOMES EXPLAINED
LEARNING HINT TWENTY-THREE
PART TWO INTRODUCTION TO THE EXTERNAL MARKETING ENVIRONMENTS
Controllable Variables
Uncontrollable Variables
LEARNING HINT TWENTY-FOUR
NOTES ABOUT STUDYING THE EXTERNAL MARKETING ENVIRONMENTS
LEARNING HINT TWENTY-FIVE
LEARNING HINT TWENTY-SIX
LEARNING OUTCOME EXPLAINED
CHAPTER NINE: THE CULTURAL ENVIRONMENT
THE IMPORTANCE OF CULTURAL INFLUENCES
LEARNING HINT TWENTY-SEVEN
LEARNING HINT TWENTY-EIGHT
LEARNING OUTCOMES EXPLAINED
CHAPTER TEN: THE TECHNOLOGICAL ENVIRONMENT
LEARNING HINT TWENTY-NINE
LEARNING HINT THIRTY
LEARNING OUTCOMES EXPLAINED
CHAPTER ELEVEN: THE POLITICAL/LEGAL ENVIRONMENT
LAWS, RULES, AND REGULATIONS
Local Laws
State Laws
Federal Laws
PRESIDENT KENNEDY’S CONSUMER BILL OF RIGHTS (1963)
LEARNING HINT THIRTY-ONE
LEARNING OUTCOMES EXPLAINED
LEARNING HINT THIRTY-TWO
CHAPTER TWELVE: THE COMPETITIVE ENVIRONMENT
DIRECT COMPETITION
INDIRECT COMPETITION
COMPETITION FOR THE MARKET DOLLAR
LEARNING HINT THIRTY-THREE
THE FOUR TYPES OF COMPETITION
Monopolies
Monopolistic Competition
Pure Competition
Oligopolistic Competition
LEARNING OUTCOMES EXPLAINED
CHAPTER THIRTEEN: THE ECONOMIC ENVIRONMENT
The Economic Perspective
The Marketing Perspective
LEARNING OUTCOMES EXPLAINED
CHAPTER FOURTEEN: THE DEMOGRAPHIC ENVIRONMENT
LEARNING HINT THIRTY-FOUR
Demographic Segmentation and as a Marketing Environment
LEARNING HINT THIRTY-FIVE
The Family Life Cycle
Promotion Mix and Product Mix
Distribution Mix
Pricing Mix
LEARNING OUTCOMES EXPLAINED
PART THREE CASE STUDIES
LEARNING OUTCOMES EXPLAINED REFERENCE PAGE
LEARNING HINTS REFERENCE PAGES
MARKETING TERMS
