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Chapter 1An Overview of Strategic Marketing1-1.Define marketing.1-2. Explain the different variables of the marketing mix.1-3. Describe how marketing creates value.1-4. Briefly describe the marketing environment.1-5.Summarize the marketing concept.1-6.Identify the importance of building customer relationships.1-7.Explain why marketing is important to our global economy.Chapter 2Planning, Implementing, and Evaluating Marketing Strategies2-1 Explain the strategic planning process.2-2 Identify what is necessary to effectively manage the implementation of marketing strategies.2-3 Describe the major elements of strategic performance evaluation.2-4 Describe the development of a marketing plan.Chapter 3The Marketing Environment3-1.Summarize why it is important to examine and respond to the marketing environment. 3-2.Explain how competitive factors affect an organization’s ability to compete.3-3. ??Articulate how economic factors influence a customer’s ability and willingness to buy products.3-4.Identify the types of political forces in the marketing environment.3-5.Explain how laws, government regulations, and self-regulatory agencies affect marketing activities.3-6.Describe how new technology impacts marketing and society.? 3-7.Outline the sociocultural issues marketers must deal?with as they make decisions.Chapter 4Social Responsibility and Ethics in MarketingObjectives4-1.Define the four dimensions of social responsibility.4-2.State the importance of marketing ethics4-3. Describe the three factors of ethical decision making.4-ment on the requirements for improving ethical decision making.4-5.Critique the role of social responsibility and ethics in improving marketing performanceChapter 5Marketing Research and Information SystemsOBJECTIVES5-1. Define marketing research and its importance to decision makers.5-2. Distinguish between exploratory and conclusive research.5-3. Name the five basic steps in conducting marketing research, including the two types of data and four survey methods.5-4.Describe the tools, such as databases, big data, decision support systems, and the Internet, useful to marketing decision making.5-5.Identify ethical and international issues in marketing research.Chapter 6Target Markets: Segmentation and EvaluationObjectives6-1 Explain what markets are and how they are generally classified.6-2 Identify of the five steps of the target market selection process.6-3 Describe the differences among general targeting strategies.6-4 Identify the major segmentation variables.6-5 Explain what segment profiles are and how they are used.6-6 Explain how to evaluate market segments.6-7 Identify the factors that influence the selection of specific market segments for use as target markets.6-8 Discuss sales forecasting methods.Chapter 7Consumer Buying BehaviorObjectives7-1 Recognize the stages of the consumer buying decision process.7-2 Describe the types of consumer decision making and the level of involvement.7-3 Explain how situational influences may affect the consumer buying decision process7-4 Identify the psychological influences that may affect the consumer buying decision process.7-5 Describe the social influences that may affect the consumer buying decision process.7-6 Discuss consumer misbehavior.Chapter 8Business Markets and Buying BehaviorObjectives8-1.Distinguish among the four types of business markets8-2.Identify the major characteristics of business customers and transactions8-3.Identify the attributes of demand for business products8-4.Describe the buying center, stages of the business buying decision process, and the factors that affect this process8-5.Describe industrial classification systems and how they can be used to identify and analyze business marketsChapter 9Reaching Global Markets9-1.Define international marketing.9-2.Differentiate between the six environmental forces that affect international marketing efforts.9-3.List six important international trade agreements.9-4.Identify methods of international market entry.9-5.Summarize the three forms of global organizational structure.9-6.Describe the use of the?marketing mix internationally.Chapter 10Digital Marketing and Social NetworkingOBJECTIVES10-1.Define digital media, digital marketing, and electronic marketing. 10-2. Summarize the growth and importance of digital marketing,10-3.Describe different types of digital media and how they can be used for marketing. 10-4.Critique the seven different ways consumers use digital media.10-5. Describe how digital media affects the four variables of the marketing mix.10-6.Identify legal and ethical considerations in digital marketing.Chapter 11Product, Branding, and Packaging ConceptsObjectives11-1. Explain the concept of a product.11-2. Discuss how products are classified.11-3. Explain the concepts of product line and product mix and how they are related.11-4. Describe the product life cycle and its impact on marketing strategies.11-5. Discuss the product adoption process.11-6. Explain the major components of branding, including brand types, branding strategies, and brand protection.11-7. Describe the major packaging functions, design considerations, and how packaging is used in marketing strategies.11-8. Identify the functions of labeling and legal issues related to labeling.Chapter 12Developing and Managing ProductsObjectives12-1 Explain how companies manage existing products through line extensions and product modifications12-2 Describe how businesses develop a product idea into a commercial product12-3 Discuss the importance of product differentiation and the elements that differentiate one product from another12-4 Explain how businesses position their products12-5 Discuss how product deletion is used to improve product mixes12-6 Describe organizational structures used for managing products.Chapter 13Services MarketingObjectives13-1 Discuss the growth and importance of services13-2 Identify the characteristics of services that differentiate them from goods13-3 Describe how the characteristics of services influence the development of marketing mixes for services13-4 Explain the importance of service quality and how to deliver exceptional service quality13-5 Discuss the nature of nonprofit marketingChapter 14Marketing Channels and Supply-Chain ManagementObjectives14-1 Describe the foundations of supply-chain management.14-2 Explain the role and significance of marketing channels and supply chains.14-3 Identify the intensity of market coverage.14-4 Describe strategic issues in marketing channels, including leadership, cooperation, and conflict.14-5 Include physical distribution as a part of supply-chain management.14-6 Describe legal issues in channel management.Chapter 15Retailing, Direct Marketing, and WholesalingObjectives15-1 Describe the purpose and function of retailers in the marketing channel.15-2 Identify the major types of retailers.15-3 Explain strategic issues in retailing.15-4 Recognize the various forms of direct marketing, direct selling, and vending.15-5 Describe franchising and its benefits and weaknesses.15-6 Explain the nature and functions of wholesalers.Chapter 16Integrated Marketing CommunicationsOBJECTIVES16-1.Define integrated marketing communications.16-2.Describe the steps of the communication process.16-3.Recognize the definition and objectives of promotion.16-4.Summarize the four elements of the promotion mix.16-5.Explain the factors that are used to determine a product’s promotion mix.16-6.Describe how word-of-mouth communication affects promotion.16-7.Discuss how product placement impacts promotion.16-8.List major criticisms and defenses of promotion.Chapter 17Advertising and Public RelationsOBJECTIVES17-1.Describe advertising and its different types. 17-2.Summarize the eight major steps in developing an advertising campaign.17-3.Identify who is responsible for developing advertising campaigns.17-4. Define public relations.17-5.Describe the different tools of public relations.17-6.Analyze how public relations is used and evaluated.Chapter 18Personal Selling and Sales PromotionObjectives18-1.Describe the major goals of personal selling.18-2.Summarize the seven basic steps in the personal selling process.18-3.Identify the types of sales force personnel.18-4.Describe team selling and relationship selling.18-5.Discuss eight major decisions in sales force management.18-6.Describe sales promotion.18-7.Review consumer sales promotion methods.18-8.Review trade sales promotion methods.Chapter 19Pricing ConceptsObjectives19-1.Summarize why price is important to the marketing mix. 19-pare price competition with nonprice competition.19-3.Explain the importance of demand curves and the price elasticity of demand.19-4.Describe the relationships among demand, costs, and profits.19-5.Describe eight key factors that may influence marketers’ pricing decisions.19-6.Identify seven methods companies can use to price products for business markets. Chapter 20Setting PricesObjectives20-1 Identify issues related to developing pricing objectives.20-2 Discuss the importance of identifying the target market’s evaluation of price.20-3 Explain how marketers analyze competitors’ prices.20-4 Describe the bases used for setting prices.20-5 Explain the different types of pricing strategies.20-6 Describe the selection of a specific price. ................
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