Principles of Marketing
Prepared by Thomas Paczkowski. This study guife gives students an overview of each chapter, summarizes the major topics and concepts, and strengthens understanding through situational exercises involving cases, chapter highlights and quizzes. A section of lecture notes reproduces the transparencies with the chapter outline for easy in-class note taking. New to the eighth edition, the study guide is now available as an on-line study guide through the PHLIP website.
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Creating Customer Value and Satisfaction 1
Strategic Planning and the Marketing Process 14
Consumer Markets and Consumer Buyer Behavior
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advertising ANSWERS Applying Terms APPLY1NG TERMS benefits brand buyer decision process buyers buying behavior CHAPTER OBJECT1VES CHAPTER OVERV1EW company's competition competitors concepts presented CONCEPTS To determine consumer costs customer satisfaction customer value dealership decisions demographic designed differentiated marketing direct marketing discount economic environment evaluating factors firm franchise geographic pricing groups Identify increase industry KEY TERMS LECTURE/STUDENT NOTES major manufacturers market segments market share marketing management marketing mix marketing research marketing strategies McDonald's merchandise needs NFL Properties oat bran OBJECT1VES After reading objectives offer online marketing organization personal selling Phone Phyllis George problem product development product line profit programs public relations purchase question number questions by writing Reebok relationship marketing relationships respond retailers sales force sales promotion sales representative salespeople selection sellers shoe suppliers target market TERMS AND CONCEPTS test your understanding TEST1NG TERMS vertical marketing vertical marketing system wants wholesalers write the letter