Lecture Principles of Marketing

After completing this chapter you should be able to: Determine how to classify inventory and inventory quantities, explain the accounting for inventories and apply the inventory cost flow methods, explain the financial effects of the inventory cost flow assumptions, explain the lower-of-cost-or-market basis of accounting for inventories,...and other contents.

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In this chapter: Explain companywide strategic planning and its four steps, discuss how to design business portfolios and growth strategies, discuss how to design business portfolios and growth strategies, describe the elements of a customer-driven marketing strategy and mix and the forces that influence it, list the marketing management functions, including the elements of a marketing plan.

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This chapter define marketing and the marketing process, explain the importance of understanding customers and identify the five core marketplace concepts, identify the elements of a customer-driven marketing strategy and discuss the marketing management orientations, discuss customer relationship management and creating value for and capturing value from customers, describe the major trends and forces changing the marketing landscape.

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This chapter describe the environmental forces that affect the company’s ability to serve its customers, describe the environmental forces that affect the company’s ability to serve its customers, identify the major trends in the firm’s natural and technological environments, explain the key changes in the political and cultural environments, discuss how companies can react to the marketing environment.

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Chapter four explain the importance of information to the company and its understanding of the marketplace, define the marketing information system and discuss its parts, outline the steps in the marketing research process, explain how companies analyze and distribute marketing information, discuss the special issues some marketing researchers face, including public policy and ethics issues.

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After studying this chapter you will: Understand the consumer market and the major factors that influence consumer buyer behavior, identify and discuss the stages in the buyer decision process, describe the adoption and diffusion process for new products, define the business market and identify the major factors that influence business buyer behavior, list and define the steps in the business buying decision process.

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This chapter define the three steps of target marketing: market segmentation, market targeting, and market positioning; list and discuss the major bases for segmenting consumer and business markets; explain how companies identify attractive market segments and choose a target marketing strategy; discuss how companies position their products for maximum competitive advantage in the marketplace.

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Chapter 7 define product and the major classifications of products and services; describe the decisions companies make regarding their individual products and services, product lines, and product mixes; discuss branding strategy – the decisions firms make in building and managing their brands; identify the four characteristics that affect the marketing of a service and the additional marketing considerations that services require; discuss two additional product issues: socially responsible product decisions and international product and services marketing.

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Lecture Principles of Marketing - Chapter 8 presents the following content: New-product development strategy, new-product development process, managing new-product development, product life-cycle strategies, additional product and service considerations.

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Chapter 9 discuss the importance of understanding customer value perceptions and company costs when setting prices, identify and define the other important internal and external factors affecting a firm’s pricing decisions, describe the major strategies for pricing imitative and new products, explain how companies find a set of prices that maximizes the profits from the total product mix, discuss how companies adjust their prices to take into account different types of customers and situations.

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This chapter explain the roles of retailers and wholesalers in the distribution channel, describe the major types of retailers and give examples of each, identify the major types of wholesalers and give examples of each, explain the marketing decisions facing retailers and wholesalers.

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Lecture Principles of Marketing - Chapter 10 explain why companies use distribution channels and discuss the functions these channels perform, discuss how channel members interact and how they organize to perform the work of the channel, identify the major channel alternatives open to a company, explain how companies select, motivate, and evaluate channel members.

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In this chapter you will learn: The promotion mix, integrated marketing communications, a view of the communications process, steps in developing effective marketing communication, setting the total promotion budget and mix, socially responsible marketing communication.

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This chapter discuss the role of a company’s salespeople in creating value for customers and building customer relationships, identify and explain the six major sales force management steps, discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing,...

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In this chapter, you will learn: Discuss how the digital age is affecting both consumers and the marketers who serve them; explain how companies have responded to the Internet and other powerful new technologies with e-business strategies, and how these strategies have resulted in benefits to both buyers and sellers; describe the four major e-marketing domains;...

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Chapter 15 discuss how the international trade system, economic, political-legal, and cultural environments affect a company’s international marketing decisions; discuss how the international trade system, economic, political-legal, and cultural environments affect a company’s international marketing decisions; explain how companies adapt their marketing mixes for international markets; identify the three major forms of international marketing organization.

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Chapter 16 identify the major social criticisms of marketing, define consumerism and environmentalism and explain how they affect marketing strategies, describe the principles of socially responsible marketing, explain the role of ethics in marketing.

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In this chapter you will learn: Supply chains and the value delivery network, the nature and importance of marketing channels, channel behavior and organization, channel design decisions, channel management decisions, marketing logistics and supply chain management.

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In this chapter you will learn: What is Marketing? Understand the marketplace and customer needs, designing a customer-driven marketing strategy, preparing an integrated marketing plan and program, building customer relationships, capturing value from customers, the changing marketing landscape.

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The main contents of this chapter include all of the following: Model of consumer behavior, characteristics affecting consumer behavior, types of buying decision behavior, the buyer decision process, the buyer decision process for new products.

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