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

................
................

In order to avoid copyright disputes, this page is only a partial summary.

Google Online Preview   Download