Chapter 1: What Is Marketing?
|
| |
Nonprofit
Organizations (p. 18) |
| |
Marketing
Mix (p. 26) |
| |
|
Chapter 2: The Consumer |
| |
Changes
in Consumer Demand (p. 40) |
| |
Fads
and Trends (p. 47) |
| |
Consumer
Profiles, Demographics (p. 51) |
| |
Ethnicity
and Culture (p. 58) |
| |
|
Chapter 3: The Competitive
Market |
| |
Competitive
Advantages and Advertising Slogans (p. 92) |
| |
Sustainable
and Non-Sustainable Competitive Advantages (p. 96) |
| |
Competing
in International Markets (p. 113) |
| |
|
Chapter 4: Marketing Research
|
| |
Secondary
Research (p. 130) |
| |
Conducting
Surveys, (p. 138) |
| |
Media
Research, (p. 148) |
| |
The
Research Report, (p. 155) |
| |
|
Chapter 5: Product Development
|
| |
A
Feasibility Study, (p. 168) |
| |
Canadian
Inventors, (p. 171) |
| |
Form
Utility, (p. 180) |
| |
|
Chapter 6: Positioning and
Branding |
| |
Types
of Positioning, (p. 207) |
| |
Effective
Logos, (p. 219) |
| |
International
Branding, (p. 227) |
| |
Packaging,
(p. 235) |
| |
|
Chapter 6: Positioning and
Branding
|
| |
Types
of Positioning, (p. 207) |
| |
Effective
Logos, (p. 219) |
| |
International
Branding, (p. 227) |
| |
Packaging,
(p. 235) |
| |
|
Chapter 7: Pricing
|
| |
Pricing
Laws, (p. 255) |
| |
Marketing
Boards, (p. 257) |
| |
Pricing
Policies, (p. 271) |
| |
Tariffs,
Exchange Rates, and Shipping Costs, (p. 278) |
| |
|
Chapter 8: Distribution and Logistics
|
| |
Channels
of Distribution, (p. 295) |
| |
E-Commerce,
(p. 302) |
| |
Distribution
Channels, (p. 312) |
| |
|
Chapter 9: Advertising, Promotions,
and Sales
|
| |
The
Goals of Advertising, (p. 339) |
| |
Advertising
Media, (p. 357) |
| |
The
Internet, (p. 364) |
