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Chapter 1 Marketing£º Managing Valuable Customers
Chapter Objectives
Chapter Structure
1£®1 Marketing Defined
1£®2 Micro-marketing and Macro-marketing
1£®3 Marketing Concept
1£®4 Customer Value
1£®5 Social Responsibility and Marketing Ethics
Key Terms
Exercises

Chapter 2 The Changing Marketing Environment
Chapter Objectives
Chapter Structure
2£®1 The Importance of Emerging Markets
2£®2 Macro-environment
2£®3 Micro-environment
2£®4 Objectives Review
Key Terms
Exercises

Chapter 3 Using Marketing Information to Make Better Decisions
Chapter Objectives
Chapter Structure
3£®1 Marketing Intelligence System £¨MIT£©
3£®2 Marketing Research System
3£®3 The International Marketing Research Process
3£®4 Marketing Decision Support System £¨MDSS£©
3£®5 Objectives Review
Key Terms
Exercises

Chapter 4 Buyer Behavior
Chapter Objectives
Chapter Structure
4£®1 Model of Consumer Behavior
4£®2 Factors Affecting Consumer Behavior
4£®3 Consumer Decision Process
4£®4 Business Buyer Behavior
Key Terms
Exercises

Chapter 5 STP Strategy
Chapter Objectives
Chapter Structure
5£®1 Market Segmentation
5£®2 Market Targeting
5£®3 Differentiation and Positioning
Key Terms
Exercises

Chapter 6 Managing Product
Chapter Objectives
Chapter Structure
6£®1 Product Concept
6£®2 Product Classes Help Plan Marketing Strategies
6£®3 Product Mix and Product Line
6£®4 Branding Decisions
6£®5 Packaging Strategy
6£®6 Warranty Policies
6£®7 Product Life-cycle Marketing Strategies
6£®8 New-product Planning
Key Terms
Exercises

Chapter 7 Place and Development of Channel Systems
Chapter Objectives
Chapter Structure
7£®1 Direct or Indirect Channel Systems
7£®2 Function of Intermediaries
7£®3 Channel Relationship Must Be Managed
7£®4 To Achieve Ideal Market Exposure
Key Terms
Exercises

Chapter 8 Price
Chapter Objectives
Chapter Structure
8£®1 Price
8£®2 Factors to Consider When Setting Prices
8£®3 Company and Product Costs
8£®4 Other Internal and External Considerations
8£®5 Pricing Strategies
8£®6 Public Policy and Pricing
Key Terms
Exercises

Chapter 9 Promotion
Chapter Objectives
Chapter Structure
9£®1 Promotion Mix
9£®2 Effective Marketing Communication
9£®3 Promotion Budget and Mix
9£®4 Advertising
9£®5 Public Relations £¨PR£©
9£®6 Personal Selling
9£®7 Direct Marketing
9£®8 Online Marketing
Key Terms
Exercises
References