The Global Marketplace

Global Marketing Today The rapidly changing global environment provides both opportunities and threats. It’s difficult to find a marketer today that isn’t affected in some way by global developments. Global firm A firm that, by operating in more than one country, gains R&D, production, marketing, and financial advantages in its costs and reputation that areRead More

Creating Competitive Advantage

Competition Competitive advantage An advantage over competitors gained by offering consumers greater value Competitor analysis Identifying key competitors; assessing their objectives, strategies, strengths and weaknesses, and reaction patterns; and selecting which competitors to attack or avoid. Competitive marketing strategies Strategies that strongly position the company against competitors and give it the greatest possible competitive advantage.Read More

Direct, Online, Social Media, and Mobile Marketing

Direct and Digital Marketing Direct and digital marketing involve engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. BENEFIT For buyers, direct and digital marketing are convenient, easy, and private. They give b uyers anywhere, anytime access to an almost unlimited assortment ofRead More

Personal Selling and Sales Promotion

Personal Selling Personal presentations by the firm’s sales force for the purpose of engaging customers, making sales, and building customer relationships. Sales Person Salesperson An individual who represents a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building. Salespeople link the company withRead More

Advertising and Public Relations

Advertising COMPANIES MUST DO MORE than simply create customer value. They must also engage target customers and clearly and persuasively communicate that value to them with two marketing communications tools: advertising and public relations. Advertising objective A specific communication task to be accomplished with a specific target audience during a specific period of time. AdvertisingRead More


Supply Chains And The Value Delivery Network Producing a product or service and making it available to buyers requires building relationships not only with customers but also with key suppliers and resellers in the company’s supply chain. This supply chain consists of upstream and downstream partners. Upstream from the company is the set of firmsRead More


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