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1. Marketing’s Role in the Global Economy
· Marketing-What’s It All About
· How Marketing Relates to Production
· Marketing is Important to You
· How Should We Define Marketing
· Micro-Marketing Defined
· The Focus of This Text-Management-Oriented
· Micro-Marketing
· Macro-Marketing Defined
· How Economic Decisions Are Made
· All Economic Need Macro-Marketing Systems
· The Role of Marketing in Economic Development
· Stages of Economic Development
· Nation’s Macro-Marketing Systems Are · Connected
· Can Mass Production Satisfy a Society’s Consumption Needs
· Who Performs Marketing Functions
· How Well Does our Macro –Marketing System Work
2. Defining Marketing for the Twenty-first Century · The New Economy
· Marketing Tasks
· The Scope of Marketing
· The Decisions Marketers Make
· Marketing Concepts and Tools
· Defining Marketing
· Core Marketing Concepts
· Company Orientations Toward the Marketplace
· The Production Concept
· The Product Concept
· The Selling Concept
· The Marketing Concept
· The Customer Concept
· The Societal Marketing Concept
· How Business and Marketing Are Changing
· Company Responses and Adjustments
· Marketing Responses and Adjustments
3. Building Customer Satisfaction, Value and Retention
· Defining Customer Value and Satisfaction
· The Nature of High-Performance Businesses
· Delivering Customer Value and Satisfaction
· Attracting and Retaining Customers
· Customer Profitability, Company Profitability, and Total Quality Management
4. Scanning the Marketing Environment
· Analyzing Needs and Trends in the Macroenvironment
· Identifying and Responding to the Major Macroenvironment Forces
· Demographic Environment
· Economic Environment
· Natural Environment
· Technological Environment
· Political-Legal Environment
· Social-Cultural Environment
5. Market Segmentation, Targeting, Positioning · An Overview of Market Segments and Target Markets
· Market Segmentation
· Marketing in the Information Economy
· Segmenting Business Markets
· Target Market Strategies
· Positioning
· A Global Perspective
· An Ethical Dilemma
6. Product Planning and Development
· The Meaning of Product
· Classification of Product
· Development of New Products
· Importance of Product Innovation
· Marketing in the Information Economy
· A Global Perspective
· An Ethical Dilemma
7. Product-Mix Strategies
· Product Mix and Product Line
· A Global Perspective
· Product-Mix Strategies
· Product Life Cycle
· Planned Obsolescence and Fashion
8. Brand, Packaging, and Other Product Features
· A Global Perspective
· Marketing in the Information Economy
· Branding Strategies
· Packaging and Labeling
· An Ethical Dilemma
9. Price Determination
· Meaning of Price
· A Global Perspective
· Price Objective
· Break-Even Analysis
· Prices Set in Relation to Market A
· Factors Influencing Price Determination
· Cost-Plus Pricing
10. Retailing
· Nature and Importance of Retailing
· Retailers Classified by form of Ownership
· A Global Perspective
· Marketing in the Information Technology
· Institutional Changes in Retailing
11. Wholesaling
· Nature and Importance of Wholesaling
· Merchant Wholesalers
· Agent Wholesaling Middlemen
· Managing Integrated Marketing Communication
· The Communication Process
· Developing Effective Communications
· Deciding on the Marketing Communications Process
13 Managing Advertising, Sales Promotions, Public Relations, and Direct Marketing
· Developing and Managing an Advertising Program
· Deciding on Media Measuring Effectiveness
· Sales Promotion
· Public Relations
· Direct Marketing
14 Managing the Sales Force
· Designing the Sales Force
· Managing the Sales Force
· Principles of Personal Selling
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