Applied Marketing 2nd Edition by Andrew Loos,Daniel Padgett 9781119690566 1119690560

CHAPTER 1: What Is Marketing?

Introduction

1.1 What Marketing Is Not

1.2 Marketing Defined

1.3 Philosophy of Marketing

1.4 How Marketing Has Changed over Time

Chapter Summary

Key Concepts

Application Questions

Discussion Questions

Running Case: TSL | An Idea Becomes a Business—Meet This Saves Lives

CHAPTER 2: Organizing and Planning for Marketing Strategy

Introduction

2.1 Marketing Strategy and Differentiation

2.2 Marketing Planning

2.3 Marketing Implementation and Control

Chapter Summary

Key Concepts

Application Questions

Discussion Questions

Running Case: TSL | Beginnings of a Business Plan

CHAPTER 3: The Marketing Environment

Introduction

3.1 The Marketing Environment

3.2 The Micro-Environment

3.3 The Macro-Environment (SPENT)

Chapter Summary

Key Concepts

Application Questions

Discussion Questions

Running Case: TSL | Finding Out Vanilla Isn’t So “Plain”

CHAPTER 4: Customer Behavior

Introduction

4.1 General Model of Customer Experience

4.2 Influences on Customer Experience

4.3 Individual Consumer Versus Business Buying

Chapter Summary

Key Concepts

Application Questions

Discussion Questions

Running Case: TSL | Buyers Aren’t All the Same

CHAPTER 5: The Role of Research in Marketing

Introduction

5.1 The Research Plan and Process

5.2 Research Design

5.3 Research Implementation

5.4 Practical Considerations for Conducting Marketing Research

Chapter Summary

Key Concepts

Application Questions

Discussion Questions

Running Case: TSL | Uncovering Customer Motivation

CHAPTER 6: Using Segmentation, Targeting, and Positioning to Distinguish a Brand Within the Market

Introduction

6.1 Segmentation

6.2 Applied Segmentation

6.3 Using Segmentation as a Foundation for Marketing Strategy

Chapter Summary

Key Concepts

Application Questions

Discussion Questions

Running Case: TSL | Focusing on the Target

CHAPTER 7: Applying the Marketing Mix

Introduction

7.1 The Applied Marketing Mix: From 4 Ps to Four Cs

7.2 Extending the Marketing Mix to Fit Current Marketing Practice

Chapter Summary

Key Concepts

Application Questions

Discussion Questions

Running Case: TSL | Matching Marketing Decisions to the Target Customer

CHAPTER 8: Delivering Products and Brands That Meet Customer Needs

Introduction

8.1 What Products Mean to Marketers

8.2 New Products and Innovation

8.3 Product Life Cycle

8.4 Product Brands and Branding

Chapter Summary

Key Concepts

Concept Questions

Application Questions

Running Case: TSL | Product Options—Is Less Really More?

CHAPTER 9: Place Decisions and Customer Convenience

Introduction

9.1 What Are Supply Chains?

9.2 The Importance of Supply Chains

9.3 Designing Retail Supply Chains

9.4 Retail Supply Chain Strategy: Retailer Selection

9.5 Power and Conflict in Supply Chains

9.6 Relationship Marketing in Supply Chains

Chapter Summary

Key Concepts

Concept Questions

Application Questions

Running Case: TSL | Place Strategy for Growth

CHAPTER 10: Managing Price and Customer Cost Perceptions

Introduction

10.1 The Price–Customer Cost Relationship

10.2 Influences on Price Setting

10.3 Pricing Strategy

10.4 Price-Setting Steps

10.5 Legal Issues Related to Price Decisions

10.6 Price Calculations

Chapter Summary

Key Concepts

Application Questions

Discussion Questions

Running Case: TSL | Pricing Under Pressure

CHAPTER 11: Using Promotion to Communicate with Customers

Introduction

11.1 Managing the Promotion Mix

11.2 Group Promotion

11.3 Personalized Promotion

Chapter Summary

Key Concepts

Application Questions

Discussion Questions

Running Case: TSL | Investing in Traditional Media

CHAPTER 12: Encouraging Participation to Connect with Customers

Introduction

12.1 Customer Connections in the Age of Digital Marketing

12.2 Trends in Digital Marketing

12.3 Social Media in Digital Marketing Strategy

12.4 Other Digital Media Used in Marketing Strategies

Chapter Summary

Key Concepts

Application Questions

Discussion Questions

Running Case: TSL | Using Social Media to Connect with Customers

CHAPTER 13: Measuring Marketing Effectiveness Through Metrics

Introduction

13.1 The Process of Measuring Marketing Effectiveness

13.2 Measuring General Tactical Success

13.3 Product-Related Metrics: Measuring the Success of Investments in Customer Benefits

13.4 Place-Related Metrics: Researching the Value of Convenience and Availability

13.5 Price-Related Metrics: Covering the Cost of Delivering Benefits to Customers

13.6 Promotion-Related Metrics: Evaluating the Success of Traditional Media Communication

13.7 Participation-Related Metrics: Evaluating the Success of Digital Marketing

Chapter Summary

Key Concepts

Application Questions

Discussion Questions

Running Case: TSL | Measuring Marketing Effectiveness

CHAPTER 14: Developing an Integrated Marketing Mix

Introduction

14.1 Integrating the Core Marketing Mix Linkages

14.2 Supporting Marketing Mix Linkages

14.3 Arriving at a Final Marketing Mix Solution

Chapter Summary

Key Concepts

Application Questions

Discussion Questions

Running Case: TSL | Considering a Direct Giving Option

CHAPTER 15: Finalizing a Marketing Plan

Introduction

15.1 Finalizing the Marketing Plan Tactics

15.2 Finalizing the Marketing Plan Implementation

15.3 Finalizing the Marketing Plan Evaluation and Control Mechanisms

Chapter Summary

Key Concepts

Application Questions

Discussion Questions

Running Case: TSL | Planning for “Just in Case”