Principles of Marketing teaches the experience and process of actually doing marketing - not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today's environment: Service dominant logic, sustainability, ethics and social responsibility, global coverage, and metrics.
Marketing is the study and management of exchange relationships. It is the business process of identifying, anticipating and satisfying customers' needs and wants. Because marketing is used to attract customers, it is one of the primary components of business management and commerce. Marketers can direct product to other businesses (B2B marketing) or directly to consumers (B2C marketing).
Regardless of who is being marketed to, several factors, including the perspective the marketers will use. These market orientations determine how marketers will approach the planning stage of marketing. This leads into the marketing mix, which outlines the specifics of the product and how it will be sold. This can in turn be affected by the environment surrounding the product, the results of marketing research and market research, and the characteristics of the product's target market.
Once these factors are determined, marketers must then decide what methods will be used to market the product. This decision is based on the factors analyzed in the planning stage as well as where the product is in the product life cycle.
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Table of contents - Principles of Marketing App
"Chapter 1: What is Marketing?"
"Chapter 2: Strategic Planning"
"Chapter 3: Consumer Behavior: How People Make Buying Decisions"
"Chapter 4: Business Buying Behavior"
"Chapter 5: Market Segmenting, Targeting, and Positioning"
"Chapter 6: Creating Offerings"
"Chapter 7: Developing and Managing Offerings"
"Chapter 8: Using Marketing Channels to Create Value for Customers"
"Chapter 9: Using Supply Chains to Create Value for Customers"
"Chapter 10: Gathering and Using Information: Marketing Research and Market Intelligence"
"Chapter 11: Integrated Marketing Communications and the Changing Media Landscape"
"Chapter 12: Public Relations, Social Media, and Sponsorships"
"Chapter 13: Professional Selling"
"Chapter 14: Customer Satisfaction, Loyalty, and Empowerment"
"Chapter 15: Price, the Only Revenue Generator"
"Chapter 16: The Marketing Plan"
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