Principles of Marketing: A Guidebook

Chapter 1 Introduction to Marketing

Hands-on Activity—5Ps Mind Map

Chapter 2 Marketing Management and the Marketing Plan

Chapter 3 Situational Analysis: The Six Environments and SWOT Analysis

Hands-on Activity—Environmental Analysis

Hands-on Activity—SWOT Analysis

Chapter 4 Marketing Research

Hands-on Activity—Marketing Research Steps

Chapter 5 Consumer Buying Behavior

Hands-on Activity—Consumer Buying Behavior VALS

Chapter 6 Market Segmentation and Target Marketing

Hands-on Activity—Market Segmentation

Chapter 7 Establishing Goals for the Marketing Plan

Hands-on Activity—SMART Marketing Plan Goals

Chapter 8 Product

Hands-on Activity—Product Life Cycle

Hands-on Activity—Three Product Levels

Chapter 9 Price

Hands-on Activity—Pricing Established Products

Hands-on Activity—Pricing the New Product 67

Chapter 10 Placement: Marketing Channels, Supply Chain, Logistics

Hands-on Activity—Understanding Placement

Hands-on Activity—Retail Store Explore

Hands-on Activity—Supply Chain Tracking

Chapter 11 Promotion Part 1: IMC, Advertising and Public Relations

Hands-on Activity—Elements of Promotion

Chapter 12 Promotion Part 2: IMC, Personal Selling, Sales Promotion, and Direct Marketing

Chapter 13 Promotion Calendar and Promotion Budget

Hands-on Activity—Promotion Budget

Hands-on Activity—Promotion Calendar

Chapter 14 Measuring Effectiveness of the Marketing Plan         

Hands-on Activity—Developing the Metrics

Chapter 15 Social Responsibility

Hands-on Activity—Marketing Ethics Topics

Chapter 16 International Marketing

Hands-on Activity—Understanding Foreign Markets

Chapter 17 Business Writing Format of the Marketing Plan

Chapter 18 Presenting the Marketing Plan