Marketing Principles Essentials
Published on 1. January 2013
96 pages
978-0-7386-7138-3 (ISBN)
Description
REA's Essentials provide quick and easy access to critical information in a variety of different fields, ranging from the most basic to the most advanced. As its name implies, these concise, comprehensive study guides summarize the essentials of the field covered. Essentials are helpful when preparing for exams, doing homework and will remain a lasting reference source for students, teachers, and professionals. Marketing Principles covers the marketing environment, market research, target markets, product planning and management, distribution systems, wholesaling and retailing, promotional strategy, pricing policies and strategies, marketing evaluation and control, marketing applications in special fields.
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James E. Finch
Marketing Principles
Book
05/1992
Research & Education Association,U.S.
€26.13
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Content
- Intro
- These "Little Books" have rescued lots of grades and more!
- Title Page
- Copyright Page
- What REA's Essentials® Will Do for You
- Table of Contents
- CHAPTER 1 - THE MARKETING ENVIRONMENT
- 1.1 MARKETING AND MARKETS
- 1.2 THE MARKETING CONCEPT
- 1.3 MARKETING FUNCTIONS AND PROCESSES
- 1.4 ENVIRONMENTAL ANALYSIS
- 1.5 MARKETING STRATEGY AND PLANNING
- CHAPTER 2 - MARKETING RESEARCH
- 2.1 MARKETING INFORMATION SYSTEMS
- 2.2 PROCESS OF MARKETING RESEARCH
- 2.3 RESEARCH DESIGN AND DATA COLLECTION
- CHAPTER 3 - TARGET MARKETS
- 3.1 MARKET CHARACTERISTICS
- 3.2 DEMOGRAPHICS
- 3.3 BEHAVIORAL DIMENSIONS
- 3.4 MARKET SEGMENTATION
- 3.5 CONSUMER BEHAVIOR
- 3.6 ORGANIZATIONAL AND INDUSTRIAL MARKETS
- CHAPTER 4 - PRODUCT PLANNING AND MANAGEMENT
- 4.1 PRODUCT CLASSIFICATION
- 4.2 PRODUCT CONCEPTS
- 4.3 NEW PRODUCT PLANNING
- 4.4 PRODUCT ADOPTION AND DIFFUSION
- 4.5 PRODUCT MIX MANAGEMENT
- 4.6 PRODUCT LIFE CYCLE
- 4.7 BRAND MANAGEMENT
- 4.8 PACKAGING
- CHAPTER 5 - DISTRIBUTION SYSTEMS
- 5.1 CHANNELS OF DISTRIBUTION
- 5.2 CHANNEL FUNCTIONS
- 5.3 CHANNEL STRUCTURE
- 5.4 MULTIPLE CHANNELS
- 5.5 CHANNEL BEHAVIOR
- 5.6 PUSHING vs. PULLING STRATEGIES
- 5.7 PHYSICAL DISTRIBUTION SYSTEMS
- 5.8 TRANSPORTATION
- 5.9 INVENTORY MANAGEMENT
- CHAPTER 6 - WHOLESALING AND RETAILING
- 6.1 WHOLESALING
- 6.2 RETAILING
- CHAPTER 7 - PROMOTIONAL STRATEGY
- 7.1 PROMOTION PLANNING
- 7.2 ADVERTISING PLAN
- 7.3 PUBLICITY AND PUBLIC RELATIONS
- 7.4 PERSONAL SELLING
- 7.5 SALES PROMOTION
- CHAPTER 8 - PRICING POLICIES AND STRATEGIES
- 8.1 PRICE ELASTICITY OF DEMAND
- 8.2 PRICE FIXING AND PRICE DISCRIMINATION
- 8.3 PRICING STRATEGY
- 8.4 PRICING DECISIONS
- 8.5 PRICE-QUALITY CORRELATION
- 8.6 PSYCHOLOGICAL PRICING
- 8.7 PROFIT MARGIN
- CHAPTER 9 - TING EVALUATION AND CONTROL
- 9.1 SALES ANALYSIS
- 9.2 MARKETING COST ANALYSIS
- 9.3 MARKETING AUDIT
- CHAPTER 10 - MARKETING APPLICATIONS IN SPECIAL FIELDS
- 10.1 INTERNATIONAL MARKETING
- 10.2 NONPROFIT MARKETING
- 10.3 DIRECT MARKETING
- The ESSENTIALS® of ACCOUNTING & BUSINESS
