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Contents - Lessons & Practice

Business

Principles of Marketing

OpenStax book

OpenStax

Principles of Marketing

19 lessons

One lesson for each chapter of Principles of Marketing, in the book’s order. The lesson teaches what that chapter says you need to know, then checks it.

  1. 1Marketing and Customer ValueMarketing begins with strategy and relies on creating and delivering value to customers.
  2. 2Strategic Planning in MarketingThe foundation of who a company is established based on the vision, mission, values, and goals and objectives of the organization
  3. 3Consumer Markets and Purchasing BehaviorFinally, it examined the role of ethics in consumer buying behavior and discussed ethical consumerism
  4. 4Business Markets and Purchasing BehaviorWe discussed the types of buyers in B2B transactions—producers, resellers, governments, and institutions—and identified the different types of buy classes in the B2B market, as well as the roles of those in the buying…
  5. 5Market Segmentation, Targeting, and PositioningIn this chapter, market segmentation is defined and the differences between segmenting B2C, B2B, and international markets are explored.
  6. 6Marketing Research and Market IntelligenceIn this chapter, we discovered the critical nature of marketing research on the success of a business.
  7. 7Marketing in a Global EnvironmentAs outlined in this chapter, transportation, technological developments, and business landscape and cultural considerations go hand in hand with globalization.
  8. 8Marketing in a Diverse MarketplaceMarketers have learned to adjust over time to changes in the marketplace, especially as technology, the environment, politics, culture, and demographics have evolved and altered customer needs, wants, and demands.
  9. 9Products: Consumer OfferingsMeanwhile, business and industrial products are classified by materials, parts, capital items, and supplies/services
  10. 10Maintaining a Competitive Edge with New OfferingsThere are seven stages to developing new products that include idea generation, idea screening and evaluation, concept development and testing, marketing strategy development, business analysis, product development…
  11. 11Services: The Intangible ProductOne of the first concepts is that services are intangible, meaning that they cannot be felt, tasted, heard, or smelled before purchase.
  12. 12Pricing Products and ServicesThe new-product pricing strategies of price skimming and penetration pricing were defined, explaining common practices used based on the product type and placement in the market.
  13. 13Integrated Marketing CommunicationsThroughout the chapter we explore the various promotional methods: advertising, personal selling, sales promotion, public relations, direct marketing, and internet and digital marketing.
  14. 14The Promotion Mix: Advertising and Public RelationsIn this chapter, we discuss the importance of advertising and public relations in the promotional mix.
  15. 15The Promotion Mix: Personal Selling and Sales PromotionPersonal selling involves inside and outside order takers and their primary responsibility to create a relationship with the buyer.
  16. 16Direct, Online, Social Media, and Mobile MarketingDirect, online, and social media marketing include a mix of useful tools that help marketers engage with targeted consumers in a way that is personalized and is designed to drive the audience to follow through on the…
  17. 17Distribution: Delivering Customer ValueChannel members can include manufacturers, wholesalers, distributers, retailers, agents, brokers, and ultimately final consumers
  18. 18Retailing and WholesalingRetailers may have a storefront; non-store retailers usually sell through direct mail and catalogs, vending machines, direct selling, online sites, TV home shopping, and telemarketing.
  19. 19Sustainable Marketing: The New ParadigmSustainable marketing is an effort by companies to run their business to serve the customers of today while preserving the world for the customers of tomorrow.