PricingUnderstanding And Capturing Customer Value Objective 1  What Is a Price? Objective 2  Major Pricing Strategies Objective 3  Other Internal and External Considerations Affecting Price Decisions Pricing StrategisAdditional Considerations Objective 1  New Product Pricing Strategies Objective 2  Product Mix Pricing Strategies Objective 3  Price Adjustment Strategies Objective 4  Price Changes Objective 5  Public Policy andRead More


Product, Services, and Brands Building Customer Value Objective 1 What Is a Product? Objective 2 Product and Service Decisions Objective 3 Services Marketing Objective 4 Branding Strategy: Building Strong Brands Developing Product And Managing The Product Life Cycle Objective 1 New Product Development Strategy Objective 2 The New Product Development Process Objective 3 Product Life-CycleRead More

Customer Value–Driven Marketing Strategy: Creating Value for Target Customers

Objectives Outline Objective 1 Define the major steps in designing a customer value–driven marketing strategy: market segmentation, targeting, differentiation, and positioning. Marketing Strategy (pp 212–213) Objective 2 List and discuss the major bases for segmenting consumer and business markets. Market Segmentation (pp 213–221) Objective 3 explain how companies identify attractive market segments and choose aRead More

Consumer Markets and Buyer Behavior and Business Markets and Business Buyer Behavior

Consumer Markets and Buyer Behavior Objectives Outline Objective 1 Define the consumer market and construct a simple model of consumer buyer behavior. Model of Consumer Behavior (pp 158–159) Objective 2 Name the four major factors that influence consumer buyer behavior. Characteristics Affecting Consumer Behavior (pp 159–173) Objective 3 List and define the major types ofRead More

Analyzing the Marketing Environment and Managing Marketing Information to Gain Customer Insights

Analyzing the Marketing Environment Objectives Outline Objective 1 Describe the environmental forces that affect the company’s ability to serve its customers. The Microenvironment and Macroenvironment (pp 92–96) Objective 2 explain how changes in the demographic and economic environments affect marketing decisions. The Demographic and Economic Environments (pp 96–104) Objective 3 Identify the major trends inRead More

Company and Marketing Strategy

Company and Marketing Strategy Objective Outlines Objective 1 explain company-wide strategic planning and its four steps. Company-Wide Strategic Planning: Defining Marketing’s Role (pp 64–66) Objective 2 Discuss how to design business portfolios and develop growth strategies. Designing the Business Portfolio (pp 66–72) Objective 3 explain marketing’s role in strategic planning and how marketing works withRead More