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Table of contents
  1. Preface
  2. Setting the Stage
    1. 1 Unit Introduction
    2. 1 Marketing and Customer Value
      1. In the Spotlight
      2. 1.1 Marketing and the Marketing Process
      3. 1.2 The Marketing Mix and the 4Ps of Marketing
      4. 1.3 Factors Comprising and Affecting the Marketing Environment
      5. 1.4 Evolution of the Marketing Concept
      6. 1.5 Determining Consumer Needs and Wants
      7. 1.6 Customer Relationship Management (CRM)
      8. 1.7 Ethical Marketing
      9. Chapter Summary
      10. Key Terms
      11. Applied Marketing Knowledge: Discussion Questions
      12. Critical Thinking Exercises
      13. Building Your Personal Brand
      14. What Do Marketers Do?
      15. Marketing Plan Exercise
      16. Closing Company Case
      17. References
    3. 2 Strategic Planning in Marketing
      1. In the Spotlight
      2. 2.1 Developing a Strategic Plan
      3. 2.2 The Role of Marketing in the Strategic Planning Process
      4. 2.3 Purpose and Structure of the Marketing Plan
      5. 2.4 Marketing Plan Progress Using Metrics
      6. 2.5 Ethical Issues in Developing a Marketing Strategy
      7. Chapter Summary
      8. Key Terms
      9. Applied Marketing Knowledge: Discussion Questions
      10. Critical Thinking Exercises
      11. Building Your Personal Brand
      12. What Do Marketers Do?
      13. Marketing Plan Exercise
      14. Closing Company Case
      15. References
  3. Understanding the Marketplace
    1. 2 Unit Introduction
    2. 3 Consumer Markets and Purchasing Behavior
      1. In the Spotlight
      2. 3.1 Understanding Consumer Markets and Buying Behavior
      3. 3.2 Factors That Influence Consumer Buying Behavior
      4. 3.3 The Consumer Purchasing Decision Process
      5. 3.4 Ethical Issues in Consumer Buying Behavior
      6. Chapter Summary
      7. Key Terms
      8. Applied Marketing Knowledge: Discussion Questions
      9. Critical Thinking Exercises
      10. Building Your Personal Brand
      11. What Do Marketers Do?
      12. Closing Company Case
      13. References
    3. 4 Business Markets and Purchasing Behavior
      1. In the Spotlight
      2. 4.1 The Business-to-Business (B2B) Market
      3. 4.2 Buyers and Buying Situations in a B2B Market
      4. 4.3 Major Influences on B2B Buyer Behavior
      5. 4.4 Stages in the B2B Buying Process
      6. 4.5 Ethical Issues in B2B Marketing
      7. Chapter Summary
      8. Key Terms
      9. Applied Marketing Knowledge: Discussion Questions
      10. Critical Thinking Exercises
      11. Building Your Personal Brand
      12. What Do Marketers Do?
      13. Closing Company Case
      14. References
    4. 5 Market Segmentation, Targeting, and Positioning
      1. In the Spotlight
      2. 5.1 Market Segmentation and Consumer Markets
      3. 5.2 Segmentation of B2B Markets
      4. 5.3 Segmentation of International Markets
      5. 5.4 Essential Factors in Effective Market Segmentation
      6. 5.5 Selecting Target Markets
      7. 5.6 Product Positioning
      8. 5.7 Ethical Concerns and Target Marketing
      9. Chapter Summary
      10. Key Terms
      11. Applied Marketing Knowledge: Discussion Questions
      12. Critical Thinking Exercises
      13. Building Your Personal Brand
      14. What Do Marketers Do?
      15. Marketing Plan Exercise
      16. Closing Company Case
      17. References
    5. 6 Marketing Research and Market Intelligence
      1. In the Spotlight
      2. 6.1 Marketing Research and Big Data
      3. 6.2 Sources of Marketing Information
      4. 6.3 Steps in a Successful Marketing Research Plan
      5. 6.4 Ethical Issues in Marketing Research
      6. Chapter Summary
      7. Key Terms
      8. Applied Marketing Knowledge: Discussion Questions
      9. Critical Thinking Exercises
      10. Building Your Personal Brand
      11. What Do Marketers Do?
      12. Marketing Plan Exercise
      13. Closing Company Case
      14. References
    6. 7 Marketing in a Global Environment
      1. In the Spotlight
      2. 7.1 The Global Market and Advantages of International Trade
      3. 7.2 Assessment of Global Markets for Opportunities
      4. 7.3 Entering the Global Arena
      5. 7.4 Marketing in a Global Environment
      6. 7.5 Ethical Issues in the Global Marketplace
      7. Chapter Summary
      8. Key Terms
      9. Applied Marketing Knowledge: Discussion Questions
      10. Critical Thinking Exercises
      11. Building Your Personal Brand
      12. What Do Marketers Do?
      13. Closing Company Case
      14. References
    7. 8 Marketing in a Diverse Marketplace
      1. In the Spotlight
      2. 8.1 Strategic Marketing: Standardization versus Adaptation
      3. 8.2 Diversity and Inclusion Marketing
      4. 8.3 Multicultural Marketing
      5. 8.4 Marketing to Hispanic, Black, and Asian Consumers
      6. 8.5 Marketing to Sociodemographic Groups
      7. 8.6 Ethical Issues in Diversity Marketing
      8. Chapter Summary
      9. Key Terms
      10. Applied Marketing Knowledge: Discussion Questions
      11. Critical Thinking Exercises
      12. Building Your Personal Brand
      13. What Do Marketers Do?
      14. Closing Company Case
      15. References
  4. Product, Promotion, Price, and Place
    1. 3 Unit Introduction
    2. 9 Products: Consumer Offerings
      1. In the Spotlight
      2. 9.1 Products, Services, and Experiences
      3. 9.2 Product Items, Product Lines, and Product Mixes
      4. 9.3 The Product Life Cycle
      5. 9.4 Marketing Strategies at Each Stage of the Product Life Cycle
      6. 9.5 Branding and Brand Development
      7. 9.6 Forms of Brand Development, Brand Loyalty, and Brand Metrics
      8. 9.7 Creating Value through Packaging and Labeling
      9. 9.8 Environmental Concerns Regarding Packaging
      10. 9.9 Ethical Issues in Packaging
      11. Chapter Summary
      12. Key Terms
      13. Applied Marketing Knowledge: Discussion Questions
      14. Critical Thinking Exercises
      15. Building Your Personal Brand
      16. What Do Marketers Do?
      17. Marketing Plan Exercise
      18. Closing Company Case
      19. References
    3. 10 Maintaining a Competitive Edge with New Offerings
      1. In the Spotlight
      2. 10.1 New Products from a Customer’s Perspective
      3. 10.2 Stages of the New Product Development Process
      4. 10.3 The Use of Metrics in Evaluating New Products
      5. 10.4 Factors Contributing to the Success or Failure of New Products
      6. 10.5 Stages in the Consumer Adoption Process for New Products
      7. 10.6 Ethical Considerations in New Product Development
      8. Chapter Summary
      9. Key Terms
      10. Applied Marketing Knowledge: Discussion Questions
      11. Critical Thinking Exercises
      12. Building Your Personal Brand
      13. What Do Marketers Do?
      14. Closing Company Case
      15. References
    4. 11 Services: The Intangible Product
      1. In the Spotlight
      2. 11.1 Classification of Services
      3. 11.2 The Service-Profit Chain Model and the Service Marketing Triangle
      4. 11.3 The Gap Model of Service Quality
      5. 11.4 Ethical Considerations in Providing Services
      6. Chapter Summary
      7. Key Terms
      8. Applied Marketing Knowledge: Discussion Questions
      9. Critical Thinking Exercises
      10. Building Your Personal Brand
      11. What Do Marketers Do?
      12. Closing Company Case
      13. References
    5. 12 Pricing Products and Services
      1. In the Spotlight
      2. 12.1 Pricing and Its Role in the Marketing Mix
      3. 12.2 The Five Critical Cs of Pricing
      4. 12.3 The Five-Step Procedure for Establishing Pricing Policy
      5. 12.4 Pricing Strategies for New Products
      6. 12.5 Pricing Strategies and Tactics for Existing Products
      7. 12.6 Ethical Considerations in Pricing
      8. Chapter Summary
      9. Key Terms
      10. Applied Marketing Knowledge: Discussion Questions
      11. Critical Thinking Exercises
      12. Building Your Personal Brand
      13. What Do Marketers Do?
      14. Marketing Plan Exercise
      15. Closing Company Case
      16. References
    6. 13 Integrated Marketing Communications
      1. In the Spotlight
      2. 13.1 The Promotion Mix and Its Elements
      3. 13.2 The Communication Process
      4. 13.3 Integrated Marketing Communications
      5. 13.4 Steps in the IMC Planning Process
      6. 13.5 Ethical Issues in Marketing Communication
      7. Chapter Summary
      8. Key Terms
      9. Applied Marketing Knowledge: Discussion Questions
      10. Critical Thinking Exercises
      11. Building Your Personal Brand
      12. What Do Marketers Do?
      13. Marketing Plan Exercise
      14. Closing Company Case
      15. References
    7. 14 The Promotion Mix: Advertising and Public Relations
      1. In the Spotlight
      2. 14.1 Advertising in the Promotion Mix
      3. 14.2 Major Decisions in Developing an Advertising Plan
      4. 14.3 The Use of Metrics to Measure Advertising Campaign Effectiveness
      5. 14.4 Public Relations and Its Role in the Promotion Mix
      6. 14.5 The Advantages and Disadvantages of Public Relations
      7. 14.6 Ethical Concerns in Advertising and Public Relations
      8. Chapter Summary
      9. Key Terms
      10. Applied Marketing Knowledge: Discussion Questions
      11. Critical Thinking Exercises
      12. Building Your Personal Brand
      13. What Do Marketers Do?
      14. Closing Company Case
      15. References
    8. 15 The Promotion Mix: Personal Selling and Sales Promotion
      1. In the Spotlight
      2. 15.1 Personal Selling and Its Role in the Promotion Mix
      3. 15.2 Classifications of Salespeople Involved in Personal Selling
      4. 15.3 Steps in the Personal Selling Process
      5. 15.4 Management of the Sales Force
      6. 15.5 Sales Promotion and Its Role in the Promotion Mix
      7. 15.6 Main Types of Sales Promotion
      8. 15.7 Ethical Issues in Personal Selling and Sales Promotion
      9. Chapter Summary
      10. Key Terms
      11. Applied Marketing Knowledge: Discussion Questions
      12. Critical Thinking Exercises
      13. Building Your Personal Brand
      14. What Do Marketers Do?
      15. Closing Company Case
      16. References
    9. 16 Direct, Online, Social Media, and Mobile Marketing
      1. In the Spotlight
      2. 16.1 Traditional Direct Marketing
      3. 16.2 Social Media and Mobile Marketing
      4. 16.3 Metrics Used to Evaluate the Success of Online Marketing
      5. 16.4 Ethical Issues in Digital Marketing and Social Media
      6. Chapter Summary
      7. Key Terms
      8. Applied Marketing Knowledge: Discussion Questions
      9. Critical Thinking Exercises
      10. Building Your Personal Brand
      11. What Do Marketers Do?
      12. Closing Company Case
      13. References
    10. 17 Distribution: Delivering Customer Value
      1. In the Spotlight
      2. 17.1 The Use and Value of Marketing Channels
      3. 17.2 Types of Marketing Channels
      4. 17.3 Factors Influencing Channel Choice
      5. 17.4 Managing the Distribution Channel
      6. 17.5 The Supply Chain and Its Functions
      7. 17.6 Logistics and Its Functions
      8. 17.7 Ethical Issues in Supply Chain Management
      9. Chapter Summary
      10. Key Terms
      11. Applied Marketing Knowledge: Discussion Questions
      12. Critical Thinking Exercises
      13. Building Your Personal Brand
      14. What Do Marketers Do?
      15. Marketing Plan Exercise
      16. Closing Company Case
      17. References
    11. 18 Retailing and Wholesaling
      1. In the Spotlight
      2. 18.1 Retailing and the Role of Retailers in the Distribution Channel
      3. 18.2 Major Types of Retailers
      4. 18.3 Retailing Strategy Decisions
      5. 18.4 Recent Trends in Retailing
      6. 18.5 Wholesaling
      7. 18.6 Recent Trends in Wholesaling
      8. 18.7 Ethical Issues in Retailing and Wholesaling
      9. Chapter Summary
      10. Key Terms
      11. Applied Marketing Knowledge: Discussion Questions
      12. Critical Thinking Exercises
      13. Building Your Personal Brand
      14. What Do Marketers Do?
      15. Marketing Plan Exercise
      16. Closing Company Case
      17. References
    12. 19 Sustainable Marketing: The New Paradigm
      1. In the Spotlight
      2. 19.1 Sustainable Marketing
      3. 19.2 Traditional Marketing versus Sustainable Marketing
      4. 19.3 The Benefits of Sustainable Marketing
      5. 19.4 Sustainable Marketing Principles
      6. 19.5 Purpose-Driven Marketing
      7. Chapter Summary
      8. Key Terms
      9. Applied Marketing Knowledge: Discussion Questions
      10. Critical Thinking Exercises
      11. Building Your Personal Brand
      12. References
  5. Answer Key
    1. Chapter 1
    2. Chapter 2
    3. Chapter 3
    4. Chapter 4
    5. Chapter 5
    6. Chapter 6
    7. Chapter 7
    8. Chapter 8
    9. Chapter 9
    10. Chapter 10
    11. Chapter 11
    12. Chapter 12
    13. Chapter 13
    14. Chapter 14
    15. Chapter 15
    16. Chapter 16
    17. Chapter 17
    18. Chapter 18
    19. Chapter 19
  6. Index
A
adapted global marketing strategy 7.4 Marketing in a Global Environment
Additions to Existing Product Lines 10.1 New Products from a Customer’s Perspective
Adjusting for discrepancy of assortment 17.1 The Use and Value of Marketing Channels
Advancement Project 8 What Do Marketers Do?
Alfred Sargent & Sons 7.3 Entering the Global Arena
Align Technology 17 Closing Company Case
American Association for Retired Persons (AARP) 8.5 Marketing to Sociodemographic Groups
American Civil Liberties Union (ACLU) 8 What Do Marketers Do?
American Psychological Association (APA) 5.7 Ethical Concerns and Target Marketing
American Society for the Prevention of Cruelty to Animals (ASPCA) 13.5 Ethical Issues in Marketing Communication
Applied Educational Systems (AES) 1.5 Determining Consumer Needs and Wants
Asian Americans Advancing Justice (AAJC) 8 What Do Marketers Do?
automatic vending 18.2 Major Types of Retailers
B
B2B Business International Market Research 5.2 Segmentation of B2B Markets
Batdorf & Bronson Coffee Roasters 1 Closing Company Case
Blue Beyond Consulting 19 Building Your Personal Brand
Bottomless Closet 19.1 Sustainable Marketing
breach of confidentiality 6.4 Ethical Issues in Marketing Research
business objectives and goals 4.3 Major Influences on B2B Buyer Behavior
Business-level strategy 2.1 Developing a Strategic Plan
business-to-business (B2B) 17.2 Types of Marketing Channels
Business-to-business (B2B) 4.1 The Business-to-Business (B2B) Market
business-to-consumer (B2C) 17.2 Types of Marketing Channels
C
C.H. Robinson 18 What Do Marketers Do?
Calvert Research and Management In the Spotlight
Campaign for a Commercial-Free Childhood (CCFC) 5.7 Ethical Concerns and Target Marketing
Cash-and-carry wholesalers 18.5 Wholesaling
Category management 18.3 Retailing Strategy Decisions
central business district 18.3 Retailing Strategy Decisions
Civil Rights Act In the Spotlight
Competitive intelligence 6.2 Sources of Marketing Information
Concentrated marketing 5.5 Selecting Target Markets
Concept Development and Testing 10.2 Stages of the New Product Development Process
Consumer-oriented marketing 19.4 Sustainable Marketing Principles
Consumers with disabilities 8.2 Diversity and Inclusion Marketing
continuous promotional schedule 13.4 Steps in the IMC Planning Process
convenience store 18.2 Major Types of Retailers
Cooperative advertising 15.6 Main Types of Sales Promotion
corporate social responsibility (CSR) 19.2 Traditional Marketing versus Sustainable Marketing
Corporate social responsibility (CSR) 2.5 Ethical Issues in Developing a Marketing Strategy
Corporate-level strategy 2.1 Developing a Strategic Plan
Corruption Perceptions Index (CPI) 7.2 Assessment of Global Markets for Opportunities
Council of Better Business Bureaus 5.7 Ethical Concerns and Target Marketing
Cradle-to-cradle packaging design 9.8 Environmental Concerns Regarding Packaging
Creminelli Fine Meats 15.6 Main Types of Sales Promotion
Customer experience (CX) 9.1 Products, Services, and Experiences
Customer lifetime value (CLV) 2.4 Marketing Plan Progress Using Metrics
customer relationship management 15.3 Steps in the Personal Selling Process
customer relationship management (CRM) 1.6 Customer Relationship Management (CRM)
customer-driven marketing strategy 1.1 Marketing and the Marketing Process
Customer-perceived value 17.3 Factors Influencing Channel Choice
Customer-value marketing 19.4 Sustainable Marketing Principles
D
Data & Marketing Association (DMA) 13.1 The Promotion Mix and Its Elements
Dave’s Killer Bread (DKB) 17.5 The Supply Chain and Its Functions
Deceptive price advertising 12.6 Ethical Considerations in Pricing
Department of Justice 4.5 Ethical Issues in B2B Marketing
Department stores 18.2 Major Types of Retailers
Designer Shoe Warehouse (DSW) 1.6 Customer Relationship Management (CRM)
Determinant attributes 5.6 Product Positioning
differentiated marketing 5.5 Selecting Target Markets
Differentiation positioning 5.6 Product Positioning
Digital Marketing Institute 1 What Do Marketers Do?
direct marketing channel 17.2 Types of Marketing Channels
direct-mail marketing 16.1 Traditional Direct Marketing
Direct-response television marketing 16.1 Traditional Direct Marketing
Disney Channel In the Spotlight
Dissonance-reducing buying behavior 3.1 Understanding Consumer Markets and Buying Behavior
diversity marketing intelligence (DMiQ) 8.2 Diversity and Inclusion Marketing
Drake’s Cakes 13 Closing Company Case
Drop shippers 18.5 Wholesaling
dynamically continuous innovation 10.1 New Products from a Customer’s Perspective
E
economic pillar (governance pillar) 19.1 Sustainable Marketing
Element Fleet Management 17.2 Types of Marketing Channels
environmental pillar 19.1 Sustainable Marketing
environmental, social, and governance strategy 19.1 Sustainable Marketing
Equal Employment Opportunity Commission (EEOC) In the Spotlight
Equal Justice Initiative (EJI) 8 What Do Marketers Do?
Equipment-based service 11.1 Classification of Services
ethical marketing 1.7 Ethical Marketing
External interested parties 1.1 Marketing and the Marketing Process
F
false or misleading advertising 18.7 Ethical Issues in Retailing and Wholesaling
Federal Communications Commission (FCC) 13.5 Ethical Issues in Marketing Communication
Federal Food, Drug, and Cosmetic Act (FFDCA) 14.6 Ethical Concerns in Advertising and Public Relations
Fieldstone Bakery 13 Closing Company Case
flighting promotional schedule 13.4 Steps in the IMC Planning Process
Foreign Corrupt Practices Act (FCPA) 4.5 Ethical Issues in B2B Marketing
Foreign Corrupt Practices Act of 1977 7.5 Ethical Issues in the Global Marketplace
Foreign direct investment (FDI) 7.3 Entering the Global Arena
Freestanding retail locations 18.3 Retailing Strategy Decisions
Frito-Lay In the Spotlight
Full-service wholesalers 18.5 Wholesaling
functional strategy 2.1 Developing a Strategic Plan
G
Gap Model of Service Quality 11.3 The Gap Model of Service Quality
Gatorade In the Spotlight
Gatorade Sports Science Institute In the Spotlight
general-merchandise (full-line) wholesalers 18.5 Wholesaling
Generational population 8.2 Diversity and Inclusion Marketing
Girl Scouts of the USA 16.1 Traditional Direct Marketing
Global Containers and Custom Packaging 17 Closing Company Case
GS1 Global Traceability Standard 18.6 Recent Trends in Wholesaling
H
Head-to-head positioning 5.6 Product Positioning
Hewlett Packard 17 Closing Company Case
Hilton Hotels and Resorts In the Spotlight
Home Shopping Network (HSN) 18.2 Major Types of Retailers
horizontal marketing system 17.2 Types of Marketing Channels
Human Rights Campaign Foundation 8 What Do Marketers Do?
I
Improvements and Revisions to Existing Products 10.1 New Products from a Customer’s Perspective
Indiana Premium Outlets 18.2 Major Types of Retailers
Information processing 11.1 Classification of Services
institutional advertisements 14.1 Advertising in the Promotion Mix
integrated marketing communications 13.3 Integrated Marketing Communications
Integrated social media marketing 16.2 Social Media and Mobile Marketing
Internal interested parties 1.1 Marketing and the Marketing Process
international firm 7.3 Entering the Global Arena
International Trade Administration 7 What Do Marketers Do?
Internet/digital marketing 13.1 The Promotion Mix and Its Elements
introduction stage 9.3 The Product Life Cycle
Inventory management 17.6 Logistics and Its Functions
Inventory turnover rate 17.4 Managing the Distribution Channel
L
Lapaas Digital 1.7 Ethical Marketing
League of United Latin American Citizens (LULAC) 8 What Do Marketers Do?
Leo Burnett In the Spotlight
limited-service wholesalers 18.5 Wholesaling
Little Debbie 13 Closing Company Case
Living Essentials, LLC 1.7 Ethical Marketing
M
Manufactured materials and parts 9.1 Products, Services, and Experiences
manufacturer’s agents 18.5 Wholesaling
Marginalized consumers 8.2 Diversity and Inclusion Marketing
marketing dashboard 2.1 Developing a Strategic Plan
Marketing information 6.1 Marketing Research and Big Data
marketing information system 6.1 Marketing Research and Big Data
Medallia In the Spotlight
mental stimulus processing 11.1 Classification of Services
Merchant wholesalers 18.5 Wholesaling
MeTime Drop-In Child Care In the Spotlight
Mission-driven marketing 19.4 Sustainable Marketing Principles
multichannel distribution system 17.2 Types of Marketing Channels
multicultural identity 8.2 Diversity and Inclusion Marketing
Multicultural marketing 8.2 Diversity and Inclusion Marketing
N
National Association for the Advancement of Colored People (NAACP) In the Spotlight, 8 What Do Marketers Do?
National Ethics Association (NEA) 11.4 Ethical Considerations in Providing Services
National Highway Traffic Safety Administration 2.5 Ethical Issues in Developing a Marketing Strategy
National Immigration Law Center 8 What Do Marketers Do?
National Organization on Disability 8 What Do Marketers Do?
National Urban League 8 What Do Marketers Do?
Native American/Alaska Native population 8.2 Diversity and Inclusion Marketing
Needs-based segmentation 5.2 Segmentation of B2B Markets
New York Times 2 Closing Company Case
Non-store retailers 18.2 Major Types of Retailers
O
off-price retailers 18.2 Major Types of Retailers
Omnichannel marketing 18.3 Retailing Strategy Decisions
omnichannel marketing system 17.2 Types of Marketing Channels
online direct marketing 16.1 Traditional Direct Marketing
Online video marketing 16.1 Traditional Direct Marketing
opportunity win rate 15.4 Management of the Sales Force
Outstanding Foods In the Spotlight
P
Partnership for a Healthier America (PHA) 5.7 Ethical Concerns and Target Marketing
People-based services 11.1 Classification of Services
Percentage of on-time shipments 17.4 Managing the Distribution Channel
perceptual map 5.6 Product Positioning
Personalized Media Communications LLC 10.6 Ethical Considerations in New Product Development
Pharmaceutical Research and Manufacturers of America 14.4 Public Relations and Its Role in the Promotion Mix
Point-of-purchase displays 15.6 Main Types of Sales Promotion
Political and legal factors 4.3 Major Influences on B2B Buyer Behavior
positioning statement 5.6 Product Positioning
possession processing 11.1 Classification of Services
Precycle In the Spotlight
Pritchard In the Spotlight
Private-label brands 9.5 Branding and Brand Development
producer to retailer to consumer channel 17.2 Types of Marketing Channels
Product advertisements 14.1 Advertising in the Promotion Mix
product specifications 4.4 Stages in the B2B Buying Process
Product traceability 18.6 Recent Trends in Wholesaling
promotional mix elements 13.1 The Promotion Mix and Its Elements
Publishers Clearing House 15.6 Main Types of Sales Promotion
R
Rack jobbers 18.5 Wholesaling
RATER framework of service quality 11.3 The Gap Model of Service Quality
Regional shopping centers 18.3 Retailing Strategy Decisions
return on customer investment (ROCI) 13.4 Steps in the IMC Planning Process
return-on-investment (ROI) approach 14.2 Major Decisions in Developing an Advertising Plan
RingCentral In the Spotlight
Ronald McDonald House Charities 4.2 Buyers and Buying Situations in a B2B Market
S
Sawgrass Mills Factory Outlet 18.2 Major Types of Retailers
Sears Roebuck and Co. 18.2 Major Types of Retailers
Securities and Exchange Commission (SEC) 4.5 Ethical Issues in B2B Marketing
service inseparability 11.1 Classification of Services
service perishability 11.1 Classification of Services
service variability 11.1 Classification of Services
societal marketing concept 1.4 Evolution of the Marketing Concept
Sociodemographic marketing 8.2 Diversity and Inclusion Marketing
Socioeconomically disadvantaged population 8.2 Diversity and Inclusion Marketing
specialty wholesalers 18.5 Wholesaling
standardized global marketing strategy 7.4 Marketing in a Global Environment
Stonyfield Organic 19.1 Sustainable Marketing
straight product extension 7.4 Marketing in a Global Environment
strategic alliance 7.3 Entering the Global Arena
strategic business units 2.1 Developing a Strategic Plan
Subaru of Indiana Automotive 19.1 Sustainable Marketing
Sunbelt Bakery 13 Closing Company Case
Supply chain management 17.5 The Supply Chain and Its Functions
Sustainable marketing 19.1 Sustainable Marketing
Swarovski In the Spotlight
T
Technographic segmentation 5.2 Segmentation of B2B Markets
Telephone Consumer Protection Act 6.3 Steps in a Successful Marketing Research Plan
Television home shopping 18.2 Major Types of Retailers
The Asian American Foundation (TAAF) 8 What Do Marketers Do?
The Insights Association (IA) 6.4 Ethical Issues in Marketing Research
The PhD Project 8 What Do Marketers Do?
The Trevor Project 8 What Do Marketers Do?
third-party logistics provider 17.6 Logistics and Its Functions
trademarks (service marks) 9.5 Branding and Brand Development
transnational firm 7.3 Entering the Global Arena
Travelers Point 5 Closing Company Case
Truck jobbers 18.5 Wholesaling
U
undifferentiated marketing 5.5 Selecting Target Markets
United States Patent and Trademark Office 9.5 Branding and Brand Development
University of Florida In the Spotlight
US Bureau of Labor Statistics 2.1 Developing a Strategic Plan
US Department of Agriculture (USDA) 18.6 Recent Trends in Wholesaling
US Department of Housing and Urban Development 5.7 Ethical Concerns and Target Marketing
US Environmental Protection Agency (EPA) 19.3 The Benefits of Sustainable Marketing
US Food and Drug Administration 5.7 Ethical Concerns and Target Marketing
US Postal Service Metro Post 18.4 Recent Trends in Retailing
US Steel