Marketing: The Core (ISE HED IRWIN MARKETING)

Description

Marketing: The Core, 9th Edition, is a briefer, 18-chapter version of  Marketing, 15th Edition, the most rigorous and robust program on the market. The Core 9e takes a pedological approach that focuses on high engagement, personalized marketing, traditional and contemporary coverage, a rigorous framework, marketing decision making, and integrated technology. The ninth edition continues to demonstrate the authors' commitment to engagement, leadership, and innovation:  Engagement: In-Class and Digital In-Class tested active learning activities, such as surveys, out of class assignments, and personal observations are designed to engage students in discussions with the instructor and amongst themselves. A strong emphasis on high engagement with an easy-to-read, high involvement, interactive writing style that engages students through active learning techniques. Media-enhanced PPT slides, alternate cases, and a 5,000+ item test bank are included in the comprehensive instructor resource suite. Leadership: Leading, current content, and conversational writing style, with new emphasis on data-driven decision-making and coverage of traditional and contemporary marketing concepts, with hyperlinked assignments throughout to easily correlate activities. Innovation: Innovative pedagogical tools that match contemporary students learning styles and interests. The authors up to date use of technology to bring real innovation to the text and package. Innovations such as in-text links, a Twitter feed, hyperlinked PowerPoint slides, a regularly updated author blog, updated Marketing Video Library, and more all supplement the robust McGraw Hill Connect® Marketing with SmartBook® 2.0 digital learning package. Cover page Half_title copyright From the Authors PREFACE Engagement Leadership Innovation connect Asset Alignment with Bloom's Taxonomy New And Revised Content Instructor Resources Acknowledgments Brief Contents Detailed Contents Marketing: The Core Bombas Is Solving Social Problems with Great Socks and Great Marketing! What Is Marketing? How Marketing Discovers and Satisfies Consumer Needs The Marketing Program: How Customer Relationships Are Built How Marketing Became So Important Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 1: Bombas: Creating Socks with a Purpose! Chapter Notes 2 Developing Successful Organizational and Marketing Strategies Peace, Love, and Ice Cream Today’s Organizations Strategy in Visionary Organizations Setting Strategic Directions The Strategic Marketing Process Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 2: IBM: Putting Smart Strategy to Work Chapter Notes Appendix A Building an Effective Marketing Plan 3 Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility Facebook Responds to a Changing Environment Environmental Scanning Social Forces Economic Forces Technological Forces Competitive Forces Regulatory Forces Understanding Ethical Marketing Behavior Understanding Social Responsibility for Sustainable Marketing Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 3: Toyota: Where the Future Is Available Today Chapter Notes 4 Understanding Consumer Behavior Enlightened Carmakers Know What Custom(h)ers and Influenc(h)ers Value Consumer Purchase Decision Process and Experience Psychological Influences on Consumer Behavior Sociocultural Influences on Consumer Behavior Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 4: Coppertone: Creating the Leading Sun Care Brand by Understanding Consumers Chapter Notes 5 Understanding Organizations as Customers Organizational Buying Is Marketing, Too! Purchasing Publication Paper for JCPenney Business-to-Business Marketing and Organizational Buyers Characteristics of Organizational Buying The Organizational Buying Function, Process, and Buying Center Online Buying in Business-to-Business Marketing Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 5: Trek: Building Better Bikes through Organizational Buying Chapter Notes 6 Understanding and Reaching Global Consumers and Markets Transforming the Way India Sells and Buys: Amazon India Builds a Multibillion-Dollar Operation from the Ground up to the Cloud Dynamics of World Trade Marketing in a Dynamic Global Economy A Global Environmental Scan Comparing Global Market-Entry Strategies Crafting a Worldwide Marketing Program Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 6: Mary Kay, Inc.: Launching Pink Young in China Chapter Notes 7 Marketing Research: From Customer Insights to Actions Hollywood Loves Marketing Research! The Role of Marketing Research Step 1: Define the Problem Step 2: Develop the Research Plan Step 3: Collect Relevant Information Step 4: Develop Findings Step 5: Take Marketing Actions Sales Forecasting Techniques Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 7: Carmex® (A): Leveraging Facebook for Marketing Research Chapter Notes 8 Market Segmentation, Targeting, and Positioning “On a Scale of 1 to 10, How Weird Are You?” Why Segment Markets? Steps in Segmenting and Targeting Markets Positioning the Product Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 8: Prince Sports, Inc.: Tennis Racquets for Every Segment Chapter Notes 9 Developing New Products and Services Apple: The World-Class New-Product Machine What Are Products and Services? New Products and Why They Succeed or Fail The New-Product Development Process Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 9: GoPro: Making All of Us Heroes with Exciting New Products Chapter Notes 10 Managing Successful Products, Services, and Brands Gatorade: Bringing Science to Sweat for 60 Years Charting the Product Life Cycle Managing the Product Life Cycle Branding and Brand Management Packaging and Labeling Products The Marketing of Services Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 10: Justin’s: Managing a Successful Product with Passion Chapter Notes 11 Pricing Products and Services Vizio, Inc.--Building a Smart TV Brand at a Great Value Nature and Importance of Price Common Pricing Approaches Estimating Demand and Revenue Determining Cost, Volume, and Profit Relationships Pricing Objectives and Constraints Setting a Final Price Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 11: Carmex (B): Setting the Price of the Number One Lip Balm Chapter Notes 12 Managing Marketing Channels and Supply Chains Eddie Bauer: The “Brick, Click, and Flip” Pick for the Active Outdoor Enthusiast Nature and Importance of Marketing Channels Marketing Channel Structure and Organization Marketing Channel Choice and Management Logistics and Supply Chain Management Two Concepts of Logistics Management in a Supply Chain Closing the Loop: Reverse Logistics Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 12: Amazon: Delivering the Earth’s Biggest Selection! Chapter Notes 13 Retailing and Wholesaling Generation Z Loves Shopping in Malls! The Value of Retailing Classifying Retail Outlets Nonstore Retailing Formulating a Retailing Strategy The Changing Nature of Retailing Wholesaling Functions and Firms Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 13: Mall of America®: America’s Biggest Mall Knows the Secret to Successful Retailing! Chapter Notes 14 Implementing Interactive and Multichannel Marketing Seven Cycles Delivers Just One Bike. Yours. Creating Customer Value, Relationships, and Experiences in a Digital Environment Online Consumer Behavior and Marketing Opportunities and Practices Cross-Channel Consumers and Multichannel Marketing Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 14: Poshmark: Succeeding at Social Commerce Chapter Notes 15 Integrated Marketing Communications and Direct Marketing At Taco Bell Every Day Is Taco TuesdayTM! The Communication Process The Promotional Elements Integrated Marketing Communications—Developing the Promotional Mix Developing an Integrated Marketing Communications Program Executing and Assessing the Promotion Program Direct Marketing Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 15: Taco Bell: Using IMC to Help Customers Live Más! Chapter Notes 16 Advertising, Sales Promotion, and Public Relations Consumers Are Going “Over the Top.” So Advertisers Are Too! Types of Advertisements Developing the Advertising Program Executing the Advertising Program Assessing the Advertising Program Sales Promotion Public Relations Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 16: Fallon Worldwide: Creating a Competitive Advantage with Creativity Chapter Notes 17 Using Social Media and Mobile Marketing to Connect with Consumers Marketing’s Fast Lane Is Filled with Connected Cars! Understanding Social Media Social Networks, Social Media, Influencer Marketing, and Social Shopping A Look at Six Prominent Social Media Social Media Marketing Programs and Customer Engagement The Future: Convergence and Mobility Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 17: Body Glove: Helping Consumers Do What They Love! Chapter Notes 18 Personal Selling and Sales Management Meet Today’s Sales Professional Scope and Significance of Personal Selling and Sales Management The Many Forms of Personal Selling The Personal Selling Process: Building Relationships The Sales Management Process Learning Objectives Review Learning Review Answers Focusing on Key Terms Applying Marketing Knowledge Building Your Marketing Plan Video Case 18: Cascade Maverik: Creating an Amazing Success Story with Exceptional Salespeople Chapter Notes Appendix B Planning a Career in Marketing Glossary Name Index Company/Product Index Subject Index