Marketing: the Core.

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
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Chapter Notes
Name Index
Company/Product Index
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Subject Index
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