Study guides, Class notes & Summaries

Chapter 1: Marketing what is marketing and what the study entails

Chapter 3: Analyzing marketing environment microenvironment and macroenvironment

Chapter 4: managing marketing info marketing info and customer insights, assessing info needs and developing data, marketing research, analyzing and using marketing info, other marketing info considerations

Chapter 5: Consumer markets and buyer behavior model of consumer behavior, characteristics affecting consumer behavior, buying decision behavior and process, buying decision process for new products

Chapter 7: customer value-driven marketing strategy marketing strategy, market segmentation, market targeting, differentiation and positioning

Chapter 8: Products, Services, and brands what is a product?, Product and service decisions, services marketing, Branding strategy

Chapter 9: Developing new products new product development strategy, new product development process, product life-cycle strategies, additional product and service considerations

Chapter 10: Pricing what is price?, major pricing strategies, other internal and external considerations affecting price decisions

Chapter 16: Personal selling and sales promotion personal selling, managing sales force, personal selling process, sales promotion,

Chapter 17: Direct and Digital marketing Direct and digital marketing, forms of direct and digital marketing, marketing and the digital age, social media and mobile marketing, traditional direct marketing forms