دانلود کتاب Marketing: the Core.

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Cover Title Copyright Brief Contents Contents Preface Part 1 Understanding Marketing Chapter 1 Marketing Fundamentals The Role of Marketing Focusing on Customer Needs and Wants Creating Customer Value Appealing to Target Markets Coordinating the Marketing Mix The Marketing Process What Can Be Marketed? What Is a Market? The Evolution of Business Philosophies New and Evolving Marketing Practices Digital Marketing Real-Time Marketing Experiential Marketing Partnership Marketing Metrics and Analytics Marketing Regulations and Ethical Considerations Marketing Careers Marketing NewsFlash: Marketing the "Mo" Marketing NewsFlash: tentree—Making CSR the Brand! Focus on Ethics: The Ethics of Uber Chapter 2 The Marketing Environment The Marketing Environment An Environmental Scan Demographic Forces Socio-cultural Forces Economic Forces Technological Forces Competitive Forces Regulatory Forces Steps in an Environmental Scan Marketing NewsFlash: Understanding the "Big 3"—Ethnic Shoppers Focus on Ethics: The Little Black Book of Scams Part 2 Understanding Markets and Their Behaviour Chapter 3 Consumer Behaviour Consumer Purchase Decision Process Problem Recognition: Perceiving a Need Information Search: Seeking Value Evaluation of Alternatives: Assessing Value Purchase Decision: Buying Value Post-purchase Behaviour: Value in Consumption or Use Involvement and Problem-Solving Variations Consumer Purchase Decision Process Influencers Situational Influences on Consumer Decisions Psychological Influences on Consumer Behaviour Motivation and Personality Perception Learning Values, Beliefs, and Attitudes Lifestyle Socio-cultural Influences on Consumer Behaviour Personal Influence Reference Groups Family Influence Culture and Subculture Global Cultural Diversity Marketing NewsFlash: Brands and Behaviour Focus on Ethics: Social Issues and Consumer Behaviour Marketing NewsFlash: McMillennials Chapter 4 Market Research, Metrics, and Analytics Market Research and Metrics Metrics Big Data and Analytics Types of Data Analytics Types of Market Research Exploratory Research Descriptive Research Causal Research The Six-Step Market Research Approach Step 1: Define the Problem/Issue/Opportunity Step 2: Design the Research Plan Step 3: Conduct Exploratory and Qualitative Research Step 4: Collect Quantitative Primary Research Step 5: Compile, Analyze, and Interpret Data Step 6: Generate Reports and Recommendations The Future of Market Research Marketing NewsFlash: Image Mining with "Selfies" Marketing NewsFlash: Danone—Oikos Greek Yogurt Chapter 5 B2B Marketing The Nature and Size of Organizational Markets Industrial Markets Reseller Markets Government Markets Non-profit Organizations Measuring Industrial, Reseller, Government, and Non-profit Markets Content Marketing Characteristics of Organizational Buying Derived Demand Inelastic Demand Fluctuating Demand Size of the Order or Purchase Number of Potential Buyers Organizational Buying Objectives Organizational Buying Criteria Fear in Organizational Buying Behaviour Buyer–Seller Relationships and Supply Partnerships The Organizational Buying Process and the Buying Centre Stages in the Organizational Buying Process The Buying Centre: A Cross-functional Group B2B Market Segmentation Type of Customer Size of Customer Type of Buying Situation Customer Location Benefits Sought Online Buying in Organizational Markets Prominence of Online Buying in Organizational Markets E-marketplaces: Virtual Organizational Markets Online Auctions in Organizational Markets Marketing NewsFlash: Xerox Contently Rebranding Focus on Ethics: Leading by Example Marketing NewsFlash: Marketing Mishaps in the Global Economy Chapter 6 Segmentation, Targeting, and Positioning Segmentation, Targeting, and Positioning Market Segmentation Forms of Market Segmentation Target Market Profiles and Personas Segmentation Variables in Consumer Markets Personas Segmentation Analytics Steps in Market Segmentation Positioning Repositioning Positioning Maps Marketing NewsFlash: Prince Sports Segments Tennis Marketing NewsFlash: Interac's "Debit Is Better"Positioning Part 3 Designing Marketing Strategies and Marketing Mix Elements Chapter 7 Products and Brands Types of Products The Uniqueness of Services Product Elements The Total Product Concept Packaging and Labelling Product Lines and Product Mixes Consumer and Business Products Consumer Products Business Products Branding Brand Strategies Protecting Brands—Patents, Trademarks, and Copyright Brand Loyalty Brand Personality Brand Names Types of Brands Marketing NewsFlash: Packaging the Brand Focus on Ethics: #Protect your brand Chapter 8 New Product Development The Product Life Cycle Introduction Stage Growth Stage Maturity Stage Decline Stage Length of the Product Life Cycle Shape of the Product Life Cycle Product Life Cycle Strategies Modifying the Product Modifying the Market Repositioning a Product Introducing a New Product New Products Types of New Products The Adoption Curve New Product Development Approaches to New Product Development The New Product Development Process Marketing NewsFlash: Pokémon Go Creates a New Augmented-Reality Craze Marketing NewsFlash: Equinoxe Virtual Health Care Clinic Chapter 9 Pricing Nature and Importance of Price What Is a Price? Price as an Indicator of Value Price in the Marketing Mix General Pricing Approaches Demand-Oriented Approaches Cost-Oriented Approaches Profit-Oriented Approaches Competition-Oriented Approaches Estimating Demand and Revenue The Importance of Accurate Forecasting Fundamentals of Estimating Demand Fundamentals of Estimating Revenue Determining Cost, Volume, and Profit Relationships The Importance of Controlling Costs Break-Even Analysis Applications of Break-Even Analysis Pricing Objectives and Constraints Identifying Pricing Objectives Identifying Pricing Constraints Legal and Ethical Considerations Global Pricing Strategy Setting a Final Price Step 1: Select an Approximate Price Level Step 2: Set the List or Quoted Price Step 3: Make Special Adjustments to the List or Quoted Price Step 4: Monitor and Adjust Prices Marketing NewsFlash: Highlighting the Value of Services Focus on Ethics: Uber Controversial Marketing NewsFlash: Zipping Wallets through Car Sharing Chapter 10 Marketing Channels and Supply Chain Nature and Importance of Marketing Channels What Is a Marketing Channel? Value Is Created by Intermediaries Channel Structure and Organization Marketing Channels for Consumer Goods and Services Marketing Channels for Business Goods and Services Electronic Marketing Channels Multiple Channels and Strategic Alliances Multichannel Marketing to the Online Consumer Global Channel Strategy Vertical Marketing Systems Channel Choice and Management Factors Affecting Channel Choice Channel Design Considerations Channel Relationships: Conflict and Cooperation Logistics and Supply Chain Management Supply Chains versus Marketing Channels Sourcing, Assembling, and Delivering a New Car: The Automotive Supply Chain Supply Chain Management and Marketing Strategy Key Logistics Functions in a Supply Chain Transportation Order Processing Inventory Management Warehousing Marketing NewsFlash: Should Someone Stop Pokémon Go? Marketing NewsFlash: Maxed Out on McDonald's Focus on Ethics: The SmartWay Chapter 11 Retailing and Wholesaling The Value of Retailing Consumer Utilities Offered by Retailing The Canadian Retail Scene The Global Retail Picture Forms of Ownership Independent Retailer Corporate Chain Contractual System Target Market Selection and Positioning Selecting a Target Market Retail Positioning Shopper Marketing Retailing Mix Products and Services Retail Pricing Physical Location Communications Non-Store Retailing Automatic Vending and Kiosks Television Home Shopping Direct Marketing from a Retailing Perspective Online Retailing Mobile Banking and Cashless Future Why Consumers Shop and Buy Online When and Where Online Consumers Shop and Buy Describing the Online Consumer What Online Consumers Buy Retailer Usage of the Mobile Channel Wholesaling Merchant Wholesalers Agents and Brokers Manufacturer's Branches and Offices Focus on Ethics: It's Not Easy Going Green Marketing NewsFlash: Convenient Consumption Marketing NewsFlash: Kiosks in Good Taste Chapter 12 Marketing Communications Trends in Marketing Communications A Changing Landscape The Marketing Communications Industry The Media Marketing Communication Agencies Media Research Companies Associations Regulatory Bodies Approaches to Marketing Communications Outbound and Inbound Marketing Communications Integrated Marketing Communications Marketing Communication Tools Advertising Public Relations Sales Promotion Direct Response Marketing Event Marketing and Sponsorship Product Placement and Branded Entertainment Personal Selling Planning and Evaluation Designing Marketing Communication Programs The Customer Advocacy Funnel Steps in the Marketing Communications Process Focus on Ethics: Is Sexism Alive and Well in Canadian Advertising? Marketing NewsFlash: Nabob Respects the Bean Part 4 Focusing on New and Evolving Areas Chapter 13 Digital Marketing Communications Digital Marketing Communication Online Marketing Tools Websites Search Engine Marketing Display Advertising Affiliate Marketing E-mail Marketing Word-of-Mouth Marketing The Social Media Landscape Characteristics of Social Media Comparing Social Media with Traditional Media Social Media Marketing Social Media Marketing Networks and Tools Social Media Networks in Canada Best Practices in Social Media Marketing Creating and Measuring Social Media Marketing Programs Best Practices The Mobile Marketing Landscape The Mobile Market Mobile Devices Consumers and Mobile Devices Mobile Marketing Tools Mobile Web Mobile Applications (Apps) Mobile Advertising Mobile Sales Promotional Tools Mobile Marketing Regulations and Best Practices Mobile Marketing Regulations Mobile Marketing Best Practices Marketing NewsFlash: McCain Superfries #Modifry the Frozen Food Category Marketing NewsFlash: Should Brands Invest More in Mobile? Chapter 14 Customer Relationship Management Customer Relationship Management (CRM) Customer Satisfaction Customer Experience Management Cultural Changes CRM at Four Seasons Hotels and Resorts CRM at WestJet CRM at TD Canada Trust Social Media and CRM Tourism and Social Media Credibility Issues of Social Media Customer Acquisition and Retention Loyalty Programs Privacy Database Marketing Data Mining Customer Lifetime Value CRM and Customer Reacquisition Retaining Marginal Customers Marketing NewsFlash: Off Target Marketing NewsFlash: A Safe Landing for Aeroplan Part 5 Putting It All Together Chapter 15 Strategic Marketing Planning Organizational Structure and Strategy Kinds of Organizations Marketing and the Three Organizational Levels Strategy Issues in Organizations Tracking Strategic Performance Setting Strategic Directions A Look Around: Where Are We Now? Growth Strategies: Where Do We Want to Go? The Strategic Marketing Process The Planning Phase of the Marketing Plan The Implementation Phase of the Marketing Plan The Evaluation Phase of the Marketing Plan Focus on Ethics: Board Diversity Focus on Ethics: MEC Believes Accountability Is Key to Corporate Social Responsibility Marketing NewsFlash: The Netflix Launch and Its Continually Changing Business Model Appendix A: Building an Effective Marketing Plan Glossary A B C D E F G H I J K L M N O P Q R S T U V W Chapter Notes Name Index Company/Product Index A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Subject Index A B C D E F G H I J K L M N O P Q R S T U V W Y