Marketing, 5th Student Edition

James L. Burrow, Ph.D., has a background in marketing and human resource development. He works regularly with the business community and other organizations as a consultant on marketing and performance improvement strategies including the use of the Internet as an education and training resource. He recently retired from the faculty of North Carolina State University, where he served as the coordinator of the graduate Training and Development Program for over fifteen years. Dr. Burrow received degrees from the University of Northern Iowa and the University of Nebraska in marketing and marketing education.

• Chapter 1 Marketing Today and Tomorrow1.1 What is Marketing?1.2 Business Needs Marketing1.3 The Marketing Concept1.4 The Changing Role of MarketingDECA Prep Marketing Communications Series EventChapter 2 Socially Responsible Marketing2.1 The Impact of Marketing2.2 Criticisms of Marketing2.3 Marketing and Social ResponsibilityDECA Prep Apparel and Accessories Marketing Series EventChapter 3 The Economic Basis for Marketing3.3 Scarcity and Private Enterprise3.2 The Law of Supply and Demand3.3 Types of Economic Competition3.4 Economic UtilityDECA Prep Food Marketing Series EventChapter 4 Marketing Basics4.1 Changes in Today’s Marketing4.2 Plan a Marketing Strategy4.3 Consumers and Competitors4.4 The Varied Role of MarketingDECA Prep Business Solutions Project EventChapter 5 Marketing Begins with Consumers5.1 Understand Consumer Behavior5.2 What Motivates Buyers?5.3 Influence Consumer DecisionsDECA Prep Automotive Services Marketing Individual Series EventChapter 6 Marketing Information and Research6.1 Understand the Need for Marketing Information6.2 Find and Manage Marketing Information6.3 Use Marketing Research6.4 Collect Primary DataDECA Prep Buying and Merchandising Operations Research EventChapter 7 Competition Is Everywhere7.1 Focus on Market Segments7.2 Position for Competitive Advantage7.3 Compete for Market Segments7.4 Learn about the CompetitionDECA Prep Sports and Entertainment Marketing Team Decision Making EventChapter 8 Social Media and E-Commerce8.1 Technology, the Internet, and E-Commerce8.2 The Emergence of Social Media8.3 Social Media as a Marketing ToolDECA Prep Buying and Merchandising Team Decision Making EventChapter 9 Develop a Marketing Strategy and Marketing Plan9.1 Elements of a marketing Strategy9.2 Marketing Mix Alternatives9.3 Consumer Purchase Classifications9.4 Marketing PlanningDECA Prep International Business Plan EventChapter 10 Develop Successful Products10.1 Start with a Product10.2 Components of the Product Mix10.3 Products for Consumers and Businesses10.4 New Product DevelopmentDECA Prep Sales ProjectChapter 11 Services Need Marketing11.1 What Are Services?11.2 Classify Services and Evaluate Quality11.3 Develop a Service Marketing MixDECA Prep Hotel and Lodging Management Series EventChapter 12 Business-to-Business Marketing12.1 Business-to-Business Exchanges12.2 Make Business Purchase Decisions12.3 Business Purchasing Procedures12.4 Retail PurchasingDECA Prep Retail Merchandising Series EventChapter 13 Distribution13.1 Marketing Through Distribution13.2 Distribution Channels13.3 The Role of Wholesaling13.4 The Role of Retailing13.5 Physical DistributionDECA Prep Quick-Serve Restaurant Management Series EventChapter 14 Determine the Best Price14.1 The Economics of Price Decisions14.2 Develop Pricing Procedures14.3 Pricing Based on Market ConditionsDECA Prep Hospitality and Tourism Operations Research EventChapter 15 Promotion15.1 Promotion Is a Form of Communication15.2 Types of Promotion15.3 The Promotional PlanDECA Prep Community Giving ProjectChapter 16 Advertising16.1 What Is Advertising?16.2 Plan Advertising16.3 Create and Evaluate AdvertisingDECA Prep Integrated Marketing Campaign EventChapter 17 Selling17.1 The Value of Selling17.2 Prepare for Effective Selling17.3 The Selling Process and Sales SupportDECA Prep Professional Selling EventChapter 18 Marketing in a Global Economy18.1 The Expanding World Economy18.2 International Ventures18.3 Understand International MarketsDECA Prep Food Marketing Individual Series EventChapter 19 Manage Risk19.1 Assess Business Risks19.2 Identify Marketing Risks19.3 Manage Marketing RisksDECA Prep Business Services Marketing Series EventChapter 20 Marketing and Finance20.1 Marketing Affects Business Finances20.2 Tools for Financial Planning20.3 Budget for Marketing ActivitiesDECA Prep Financial Services Team Decision Making EventChapter 21 Entrepr