Principles of Marketing
second Edition

Principles of Marketing

by University of Minnesota Libraries Publishing

Principles of Marketing teaches the experience and process of actually doing marketing - not just the vocabulary. It carries five dominant themes throughout in order to expose students to marketing in today's environment: Service dominant logic, sustainability, ethics and social responsibility, global coverage, and metrics.

Principles of Marketing is adapted from a work produced by a publisher who has requested that they and the original author not receive attribution. This adapted edition is produced by the University of Minnesota Libraries

Publishing through the eLearning Support Initiative. Though the publisher has requested that they and the original  author not receive attribution, this adapted edition reproduce sal loriginal text and section soft he book, except for publisher and author name attribution.

Principles of Marketing
Publisher Information
About the Authors
1. What is Marketing?
1.1. Defining Marketing
1.2. Who Does Marketing?
1.3. Why Study Marketing?
1.4. Themes and Organization of This Book
1.5. Discussion Questions and Activities
2. Strategic Planning
2.1. The Value Proposition
2.2. Components of the Strategic Planning Process
2.3. Developing Organizational Objectives and Formulating Strategies
2.4. Where Strategic Planning Occurs within Firms
2.5. Strategic Portfolio Planning Approaches
2.6. Discussion Questions and Activities
3. Consumer Behavior: How People Make Buying Decisions
3.1. Factors That Influence Consumers’ Buying Behavior
3.2. Low-Involvement Versus High-Involvement Buying Decisions and the Consumer’s Decision-Making Process
3.3. Discussion Questions and Activities
4. Business Buying Behavior
4.1. The Characteristics of Business-to-Business (B2B) Markets
4.2. Types of B2B Buyers
4.3. Buying Centers
4.4. Stages in the B2B Buying Process and B2B Buying Situations
4.5. International B2B Markets and E-commerce
4.6. Ethics in B2B Markets
4.7. Discussion Questions and Activities
5. Market Segmenting, Targeting, and Positioning
5.1. Targeted Marketing versus Mass Marketing
5.2. How Markets Are Segmented
5.3. Selecting Target Markets and Target-Market Strategies
5.4. Positioning and Repositioning Offerings
5.5. Discussion Questions and Activities
6. Creating Offerings
6.1. What Composes an Offering?
6.2. Types of Consumer Offerings
6.3. Types of Business-to-Business (B2B) Offerings
6.4. Branding, Labeling, and Packaging
6.5. Managing the Offering
6.6. Discussion Questions and Activities
7. Developing and Managing Offerings
7.1. The New Offering Development Process
7.2. Managing New Products: The Product Life Cycle
7.3. Discussion Questions and Activities
8. Using Marketing Channels to Create Value for Customers
8.1. Marketing Channels and Channel Partners
8.2. Typical Marketing Channels
8.3. Functions Performed by Channel Partners
8.4. Marketing Channel Strategies
8.5. Channel Dynamics
8.6. Discussion Questions and Activities
9. Using Supply Chains to Create Value for Customers
9.1. Sourcing and Procurement
9.2. Demand Planning and Inventory Control
9.3. Warehousing and Transportation
9.4. Track and Trace Systems and Reverse Logistics
9.5. Discussion Questions and Activities
10. Gathering and Using Information: Marketing Research and Market Intelligence
10.1. Marketing Information Systems
10.2. Steps in the Marketing Research Process
10.3. Discussion Questions and Activities
11. Integrated Marketing Communications and the Changing Media Landscape
11.1. Integrated Marketing Communications (IMC)
11.2. The Promotion (Communication) Mix
11.3. Factors Influencing the Promotion Mix, Communication Process, and Message Problems
11.4. Advertising and Direct Marketing
11.5. Message Strategies
11.6. The Promotion Budget
11.7. Sales Promotions
11.8. Discussion Questions and Activities
12. Public Relations, Social Media, and Sponsorships
12.1. Public Relations Activities and Tools
12.2. Social Media
12.3. Discussion Questions and Activities
13. Professional Selling
13.1. The Role Professional Salespeople Play
13.2. Customer Relationships and Selling Strategies
13.3. Sales Metrics (Measures)
13.4. Ethics in Sales and Sales Management
13.5. Integrating Sales and Marketing
13.6. Outsourcing the Sales Function
13.7. Discussion Questions and Activities
14. Customer Satisfaction, Loyalty, and Empowerment
14.1. Customer Communities
14.2. Loyalty Management
14.3. Customer Satisfaction
14.4. Ethics, Laws, and Customer Empowerment
14.5. Discussion Questions and Activities
15. Price, the Only Revenue Generator
15.1. The Pricing Framework and a Firm’s Pricing Objectives
15.2. Factors That Affect Pricing Decisions
15.3. Pricing Strategies
15.4. Discussion Questions and Activities
16. The Marketing Plan
16.1. Marketing Planning Roles
16.2. Functions of the Marketing Plan
16.3. Forecasting
16.4. Ongoing Marketing Planning and Evaluation
16.5. Discussion Questions and Activities
17. Please share your supplementary material!

Principles of Marketing is adapted from a work produced and distributed under a Creative Commons license (CC BY-NC-SA) in 2010 by a publisher who has requested that they and the original author not receive attribution. This adapted edition is produced by the University of Minnesota Libraries Publishing through the eLearning Support Initiative.

This adaptation has reformatted the original text, and replaced some images and figures to make the resulting whole more shareable. This adaptation has not significantly altered or updated the original 2010 text. This work is made available under the terms of a Creative Commons Attribution-NonCommercial-ShareAlike license.

The author(s) of this volume are not affiliated in any manner with