PART I. Understand the Value Proposition 1. Welcome to the World of Marketing: Create and Deliver Value 2. Global, Ethical, and Sustainable Marketing 3. Strategic Market Planning 3. Supplement: Build a Marketing Plan PART II. Determine the Value Propositions Different Customers Want 4. Market Research 5. Marketing Analytics: Welcome to the Era of Big Data! 6. Understand Consumer and Business Markets 7. Segmentation, Target Marketing and Positioning PART III. Develop the Value Proposition for the Customer 8. Product I: Innovation and New Product Development 9. Product II: Product Strategy, Branding, and Product Management 10. Price: What is the Value Proposition Worth? 10. Supplement: Marketing Math PART IV. Deliver and Communicate the Value Proposition 11. Deliver the Goods: Determine the Distribution Strategy 12. Deliver the Customer Experience: Goods and Services Via Bricks and Clicks 13. Promotion I: Advertising and Sales Promotion 14. Promotion II: Social Media Marketing, Direct/Database Marketing, Personal Selling, and Public Relations APPENDIX A. Marketing Plan: The S&S Smoothie Company APPENDIX B. Your Future in a Marketing Career |