Primary Navigation
Want to create or adapt books like this? Learn more about how Pressbooks supports open publishing practices.
Book Contents Navigation
Book Information
Marketing and the Marketing Process
Marketing Mix and 4 Ps
Factors Comprising and Affecting the Marketing Environment
Determining Consumer Needs and Wants
Developing a Strategic Plan
The Role of Marketing in the Strategic Planning Process
Purpose and Structure of the Marketing Plan
Understanding Consumer Markets and Buying Behavior
Factors That Influence Consumer Buying Behavior
The Consumer Purchasing Decision Process
The Business-to-Business (B2B) Market
Buyers and Buying Situations in a B2B Market
Market Segmentation and Consumer Markets
Essential Factors in Effective Market Segmentation
Selecting Target Markets
Product Positioning
Ethical Concerns and Target Marketing
Marketing Research and Big Data
Sources of Marketing Information
Steps in a Successful Marketing Research Plan
Ethical Issues in Marketing Research
Products, Services, and Experiences
Product Items, Product Lines, and Product Mixes
The Product Life Cycle
Marketing Strategies at Each Stage of the Product Life Cycle
Branding and Brand Development
Forms of Brand Development, Brand Loyalty, and Brand Metrics
New Products from a Customer’s Perspective
Stages in the Consumer Adoption Process for New Products
Classification of Services
Pricing and Its Role in the Marketing Mix
The Five Critical Cs of Pricing
The Five-Step Procedure for Establishing Pricing Policy
Pricing Strategies for New Products
Pricing Strategies and Tactics for Existing Products
Ethical Considerations in Pricing
Advertising in the Promotion Mix
Major Decisions in Developing an Advertising Plan
The Use of Metrics to Measure Advertising Campaign Effectiveness
Public Relations and Its Role in the Promotion Mix
The Advantages and Disadvantages of Public Relations
Ethical Concerns in Advertising and Public Relations
Personal Selling and Its Role in the Promotion Mix
Classifications of Salespeople Involved in Personal Selling
Steps in the Personal Selling Process
Management of the Sales Force
Sales Promotion and Its Role in the Promotion Mix
Main Types of Sales Promotion
Ethical Issues in Personal Selling and Sales Promotion
Traditional Direct Marketing
Social Media and Mobile Marketing
Metrics Used to Evaluate the Success of Online Marketing
Ethical Issues in Digital Marketing and Social Media
Retailing and the Role of Retailers in the Distribution Channel
Major Types of Retailers
Retailing Strategy Decisions
Recent Trends in Retailing
Wholesaling
Recent Trends in Wholesaling
Ethical Issues in Retailing and Wholesaling
Appendix
This is where you can add appendices or other back matter.
Previous/next navigation
Marketing Fundamentals Copyright © by OpenStax is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.