Chapter 04 The Basics of Marketing
Chapter 4 The Basics of Marketing
Newsline: Providing Quality with Differences
VISUAL FOCUS: VISA
LESSON 4.1 CHANGES IN TODAY’S MARKETING
MARKETING HAS CHANGED
MARKETING EXPERIENCES
Understanding the Differences
From Few to Many
From Independence to Integration
From Problems to Opportunities
From Expense to Investment
What Does Marketing Mean to a Business?
RELIABLE AUTO SERVICE
Dee’s Designs
Focus On Customer Needs
Lesson Feature
GET THE MESSAGE: PINPOINTING PROMOTION
Lesson 4.2 Planning a Marketing Strategy
PUTTING MARKETING UP FRONT
UNDERSTANDING THE CUSTOMER
IDENTIFYING CUSTOMER NEEDS
Satisfying Customer Needs
Planning the Offering
THE MARKETING MIX
Creating the Right Mix
Developing Products
Making Distribution Decisions
Pricing Products and Services
Planning Promotion
Lesson Features
PLANNING A CAREER IN … MARKETING RESEARCH
Virtual Marketing: Consumer Products Giant Taps Internet for New Product Launch
Lesson 4.3 Understanding Consumers and Competitors
CONSUMER DECISION MAKING
THE STAGES OF A DECISION
Stage 1—Recognize
Stage 2—Identify
Stage 3—Evaluate
Stage 4—Decide
Stage 5—Assess
Relying On Information
Responding to Competition
INTENSE COMPETITION
Limited Competition
Monopolistic Competition
Lesson Feature
DIGITAL DIGEST: USING SCANNERS TO COLLECT MARKET DATA
Lesson 4.4 The Varied Role of Marketing
THE VARIED USES OF MARKETING
PRODUCERS AND MANUFACTURERS
Channel Members
Service Businesses
Marketing by Non-Business Organizations
GOVERNMENT AGENCIES
Nonprofit Organizations
Supporting Non-Business Organizations
LESSON FEATURES
JUDGMENT CALL: GRAY MARKETING
Net Bookmark: Marketing by Non-Business Organizations
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