Core Concepts of Marketing

Written by: John Burnett

Originally published in 2008, this open source marketing textbook was written by John Burnett. Dr. Burnett began his teaching career at Madison College in 1968. He also was on the faculties of Texas Tech University, Texas A &M University and the University of Denver. He authored 20 textbooks during his illustrious career and now offers marketing and branding consultations and expert witness in the areas of unfair competition/trademark infringement.

Rather than create another huge volume on all things marketing, Burnett endeavored in this text to create a clear and concise course. Students learn how to “mix” the various marketing tools into a strategic, integrated plan. Burnett pays special attention to how modern technology has created a truly global marketplace. Examples in the body of the text, as well as end of chapter case studies, are pulled from Fortune 500 companies and smaller, privately held businesses; with a focus on international companies.

This textbook is available in a variety of forms for free on Archive.org.

It is also available in printed form on Amazon. The new paperback price is shown below. Used copies can be had for about half as much.


Table of Contents for Core Concepts of Marketing Texbook

CHAPTER ONE: INTRODUCING MARKETING 1
Introduction
Marketing: Definition and Justification
Defining Marketing
Justification for Study
Characteristics of a Marketing Organization
The Role of Marketing in the Firm: A Basis for Classification
Strategic Components of Marketing
Keys to Marketing Success
Summary
Marketer’s Vocabulary
Discussion Questions
Project
Case Application: The Hog Is Alive and Well
References
CHAPTER TWO: UNDERSTANDING AND APPROACHING THE MARKET
Introduction
Defining the Market
The Market Is People
The Market Is a Place
The Market Is an Economic Entity
Types of Markets
Consumer Markets
Industrial Markets
Institutional Markets
Reseller Markets
Approaching the Market
The Undifferentiated Market (Market Aggregation)
Product Differentiation
The Segmented Market
The Strategy of Market Segmentation
Summary
Marketer’s Vocabulary
Discussion Questions
Project
Case Application: Rolling Rock Finds Its Niche
References
CHAPTER THREE: MARKETING RESEARCH: AN AID TO DECISION MAKING
Introduction
The Nature and Importance of Marketing Research
What Needs Researching in Marketing?
Procedures and Techniques in Marketing Research
Making a Preliminary Investigation
Creating the Research Design
Conducting the Research
Processing the Data
The Value of Marketing Research
Summary
Marketer’s Vocabulary
Discussion Questions
Project
Case Application: Research Saves the Day at Case
References
CHAPTER FOUR: UNDERSTANDING BUYER BEHAVIOR
Introduction
Buyer Behavior and Exchange
Buyer Behavior as Problem Solving
The Decision Process
Influencing Factors of Consumer Behavior
Organizational Buyer Behavior
Characteristics of Organizational Buying
Stages in Organizational Buying
Summary
Marketer’s Vocabulary
Discussion Questions
Project
Case Application: Customer Satisfaction Still Matters
References
CHAPTER FIVE: EXTERNAL CONSIDERATIONS IN MARKETING
Introduction
External Factors that Affect Planning
External Surprises
Competitors
Legal/Ethical Factors
Economic/Political Issues
Technology
Social Trends
Forecasts of the Future
Summary
Marketer’s Vocabulary
Discussion Questions
Project
Case Application
References
CHAPTER SIX: MARKETING IN GLOBAL MARKETS
Introduction
Defining International Marketing
Standardization and Customization
Reasons for Entering International Markets
Reasons to Avoid International Markets
The Stages of Going International
Exporting
Licensing
Joint Ventures
Direct Investment
U.S. Commercial Centers
Trade Intermediaries
Alliances
The International Marketing Plan
The Corporate Level
The Business Level
The Functional Level
The International Marketing Environment
The Social/Cultural Environment
The Political/Legal Environment
The Technological Environment
The Economic Environment
The Competitive Environment
Summary
Marketer’s Vocabulary
Discussion Questions
Project
Case Application: Unilever’s Global Brand
References
CHAPTER SEVEN: INTRODUCING AND MANAGING THE PRODUCT
Introduction
Defining the Product
Classification of Products
Consumer Goods and Industrial Goods
Goods Versus Services
Product Planning and Strategy Formulation
The Determination of Product Objectives
The Product Plan
Product Strategies
Strategies for Developing New Products
Step I: Generating New Product Ideas</dd?
Step 2: Screening Product Development Ideas
Step 3: Business Analysis
Step 4: Technical and Marketing Development
Step 5: Manufacturing Planning
Step 6: Marketing Planning
Step 7: Test Marketing
Step 8: Commercialization
Summary
Marketer’s Vocabulary
Discussion Questions
Project
Case Application: Hershey Chocolate Milk
References
CHAPTER EIGHT: COMMUNICATING TO MASS MARKETS
Introduction
The Role of IMC
Primary Tasks
Integrated Marketing Communication
The Meaning of Marketing Communication
The Objectives of Marketing Communication
How We Communicate
Basic Elements of Communication
Types of Communication Systems
Marketing Communications
Designing an IMC Strategy
The Promotion Mix
The Campaign
Understanding Advertising
The Organization of Advertising
The Advertising Agency
Developing the Creative Strategy
Developing the Media Plan
Banner Advertisements
Sales Promotion and Public Relations
Sales Promotion: A Little Bit of Everything
Public Relations: The Art of Maintaining Goodwill
Personal Selling and the Marketing Communication Mix/dd>
Strengths and Weaknesses of Personal Selling
The Sales Force of the Future
Summary
Marketer’s Vocabulary
Discussion Questions
Project
Case Application: The Microrecorder
References
CHAPTER NINE: PRICING THE PRODUCT
Introduction
Price Defined: Three Different Perspectives
The Customer’s View of Price
Price from a Societal Perspective
Rational Man Pricing: An Economic Perspective
Irrational Man Pricing: Freedom Rules
The Marketer’s View of Price
Pricing Objectives
Developing a Pricing Strategy
Nonprice Competition
Competitive Pricing
New Product Pricing
Price Lines
Price Flexibility
Discounts and Allowances
Price Bundling
Psychological Aspects of Pricing
Alternative Approaches to Determining Price
Cost-Oriented Pricing: Cost-Pius and Mark-Ups
Break-Even Analysis
Target Rates of Return
Demand-Oriented Pricing
Value-Based Pricing
The Future of Pricing
Summary
Marketer’s Vocabulary
Discussion Questions
Project
Case Application: United Techtronics
References
CHAPTER TEN: CHANNEL CONCEPTS: DISTRIBUTING THE PRODUCT
Introduction
The Dual Functions of Channels
The Evolution of the Marketing Channel
Flows in Marketing Channels
Functions of the Channel
Channel Institutions: Capabilities and Limitations
Producer and Manufacturer
Retailing
Wholesaling
Physical Distribution
Organizing the Channel
Conventional Channels
Vertical Marketing Systems
Horizontal Channel Systems
The Channel Management Process
Analyze the Consumer
Establish the Channel Objectives
Specify Distribution Tasks
Evaluate and Select from Channel Alternatives
Evaluating Channel Member Performance
The Human Aspect of Distribution
Role
Communication
Conflict
Power
Summary
Marketer’s Vocabulary
Discussion Questions
Project
Case Application: Connecting Channel Members
References
   

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Core Concepts of Marketing


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