Page 9 - Foundations of Marketing

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Part 1: Strategic Marketing and Its Environment 1

Chapterr 1: Cussstomeer-DDDriven SStratteegic Video Case 1.1: Cruising to Success: The Tale of New
Maarkkeetinng 22 Belgium Brewing 23
Marketing Insights: Chipotle Grill—Where Relationships Chapterr 22: Plannningg, IIImpplemmmentiinng,,
Matter 2 and EEEvaaluatiing MMarrrrketing Straategiess 27
Defining Marketing 3
Marketing Focuses on Customers 3 Marketing Insights: Procter & Gamble Plans for More
Marketing Deals with Products, Distribution, Billion-Dollar Brands 27
Promotion, and Price 5 The Strategic Planning Process 28
Marketing Debate: The Truth about Organic Products 5 Establishing Organizational Mission Statements
Emerging Trends: The Demand for Single-Serve Coffee Is and Goals 29
Brewing 7 Developing Corporate and Business-Unit
Marketing Creates Value 8 Strategies 29
Marketing Builds Relationships with Customers and Marketing Debate: Question Marks versus Stars: How to
Other Stakeholders 10 Decide? 32
Marketing Occurs in a Dynamic Environment 11 Assessing Organizational Resources
Understanding the Marketing Concept 12 and Opportunities 33
Entrepreneurship in Marketing: Build-a-Bear Entrepreneur Going Green: GE’s Ecomagination Saves and Earns
Creates Innovative Way to Enable Children’s Billions 35
Creativity 13 Developing Marketing Objectives and Marketing
Evolution of the Marketing Concept 13 Strategies 36
Implementing the Marketing Concept 14 Managing Marketing Implementation 39
Customer Relationship Management 15 Organizing the Marketing Unit 39
The Importance of Marketing in Our Global Economy 16 Emerging Trends: Watch That Weather Forecast! 39
Marketing Costs Consume a Sizable Portion Motivating Marketing Personnel 40
of Buyers’ Dollars 16 Communicating within the Marketing Unit 41
Marketing Is Used in Nonprofit Organizations 16 Coordinating Marketing Activities 41
Marketing Is Important to Businesses and the Establishing a Timetable for Implementation 41
Economy 17 Evaluating Marketing Strategies 42
Marketing Fuels Our Global Economy 17 Establishing Performance Standards 42
Marketing Knowledge Enhances Analyzing Actual Performance 42
Consumer Awareness 18 Sales Analysis 42
Marketing Connects People through Marketing Cost Analysis 43
Technology 18 Comparing Actual Performance with Performance
Socially Responsible Marketing: Promoting Standards and Making Changes, If Needed 44
the Welfare of Customers and Stakeholders 19 Entrepreneurship in Marketing: Samuel Adams: Helping
Others Brew the American Dream 45
Marketing Offers Many Exciting Career Creating the Marketing Plan 45
Prospects 20
Going Green: Garbage Takes On an Entirely New Video Case 2.1: How White Rock Adds Marketing
Sparkle 51
Meaning 20

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