Chapter 12: Managing Your Customer Relationships
Explain the importance of effective customer service to
Explain how companies cultivate loyalty in their customers.
Describe how to develop good customer relation
Chapter 14: Measuring Marketing Performance
Implement the key marketing performance
Explain the importance of analyzing the
performance of each marketing mix element.
Discuss best practices for motivating and
Chapter 10: Pricing for Profit and Customer Value
LO 10-1 Explain the importance of pricing strategy to every
LO 10-2 Outline the steps in setting a price.
LO 10-3 Compare the pricing tactics marketers can use.
LO 10-4 Explain the influ
Chapter 9: Supply Chain and Logistics Management:
Adding Value for Your Customers
Structure the various flows within a supply chain.
Explain the importance of supply chain orientation and
supply chain management to organizations.
Chapter 11: Building Successful Brands: Your
Organization, Your Product, and Yourself
LO 11-1 Explain the importance of building a successful brand.
LO 11-2 Describe the relevance of brand equity for marketers.
LO 11-3 Compare some common strategies
Chapter 13: Social Responsibility and Sustainability
LO 13-1 Describe the features of a successful corporate social
LO 13-2 Explain how sustainable marketing contributes to a
firms corporate social responsibility efforts.
Chapter 5: Knowing Your Customer: Consumer and Business
Explain the consumer decision-making process.
Describe how situational influences impact consumer
Describe the psychological processes that influence
Chapter 3: Analyzing Your Environment
Differentiate between direct and indirect competition.
Summarize the major external factors that influence the
Extend the analysis of the marketing environment beyond
Chapter 4: Marketing Research
Explain the importance of marketing research to firms and
Organize the five steps of the marketing research process.
Describe the various types of marketing information systems
Chapter 6: Developing Your Product
Distinguish among the different types of new products and
describe the advantages and risks of each.
Outline the various stages of new-product development.
Summarize the majo
Chapter 2: Strategic Planning for a Successful Future
Discuss the importance of strategic planning for marketing.
Outline the five main components of the marketing plan.
Analyze the characteristics of a
Chapter 1: Why Marketing Matters to You
Define marketing and describe a marketers role in creating,
communicating, and delivering value.
Differentiate among the various eras in the history of marketing.
Distinguish between consume
Chapter 7: Segmenting, Targeting, and Finding
Your Market Position
Explain the importance of effective market segmentation.
Describe the four bases for segmenting markets.
Summarize the elements of international market
LO 11-1: Explain the importance of building a successful brand.
A brand is a name, term, symbol, design, or any combination of these that
identifies and differentiates a firms products
A successful brand adds value to organizations in numerous ways, incl
LO 13-1: Describe the features of a successful corporate social responsibility
Organizations today are forced to confront a new economic reality: that it
is no longer acceptable to experience economic prosperity in isolation
from those stakeholde
LO 14-1: Implement the key marketing performance metrics.
Building a great organization depends on the firms ability to focus on the
controls section of the marketing plan and measure and evaluate the success of
its marketing strategy
Effective metrics th
Businesses, as well as consumers like you, experience both good and bad
A firm builds an effective customer service strategy around a set of common
objectives for all company employees
While poor customer service is almost guaranteed to
Chapter 8: Promotional Strategies
Describe the elements of the promotion mix and how
they relate to an integrated marketing communications
Compare the advantages and disadvantages of
different types of advertising.