Principles of Marketing

Complete syllabus

Every chapter and lesson

1. 01

   Chapter 1 · 5 lessons

   1: What is Marketing?

   1. 1.1

      1.1: Defining Marketing

      6 min · Quick check

   2. 1.2

      1.2: Who Does Marketing?

      6 min · Quick check

   3. 1.3

      1.3: Why Study Marketing?

      6 min · Quick check

   4. 1.4

      1.4: Themes and Organization of This Book

      6 min · Quick check

   5. 1.5

      1.5: Discussion Questions and Activities

      6 min · Quick check

2. 02

   Chapter 2 · 4 lessons

   2: Strategic Planning

   1. 2.1

      2.1: Introduction to Strategic Planning

      6 min · Quick check

   2. 2.2

      2.2: Components of the Strategic Planning Process

      6 min · Quick check

   3. 2.3

      2.3: Developing Organizational Objectives and Formulating Strategies

      6 min · Quick check

   4. 2.4

      2.4: Where Strategic Planning Occurs within Firms

      6 min · Quick check

3. 03

   Chapter 3 · 3 lessons

   5: Market Segmenting, Targeting, and Positioning

   1. 3.1

      5.1: Targeted Marketing versus Mass Marketing

      6 min · Quick check

   2. 3.2

      5.2: How Markets Are Segmented

      6 min · Quick check

   3. 3.3

      5.3: Selecting Target Markets and Targeting Strategies

      6 min · Quick check

4. 04

   Chapter 4 · 3 lessons

   6: Creating Offerings

   1. 4.1

      6.1: The Importance of Offerings

      6 min · Quick check

   2. 4.2

      6.2: Creating Value through Offerings

      6 min · Quick check

   3. 4.3

      6.3: Differentiating Offerings

      6 min · Quick check

5. 05

   Chapter 5 · 3 lessons

   8: Marketing Channels and Channel Partners

   1. 5.1

      8.1: Marketing Channels and Channel Partners

      6 min · Quick check

   2. 5.2

      8.4: Marketing Channel Strategies

      6 min · Quick check

   3. 5.3

      8.5: Channel Dynamics

      6 min · Quick check

6. 06

   Chapter 6 · 2 lessons

   9: Demand Planning and Inventory Control

   1. 6.1

      9.1: The Importance of Demand Planning

      6 min · Quick check

   2. 6.2

      9.2: Demand Planning and Inventory Control

      6 min · Quick check

7. 07

   Chapter 7 · 2 lessons

   10: Marketing Research

   1. 7.1

      10.1: The Importance of Marketing Research

      6 min · Quick check

   2. 7.2

      10.2: Steps in the Marketing Research Process

      6 min · Quick check

8. 08

   Chapter 8 · 2 lessons

   11: Promotion

   1. 8.1

      11.1: The Role of Promotion

      6 min · Quick check

   2. 8.2

      11.8: Discussion Questions and Activities

      6 min · Quick check

9. 09

   Chapter 9 · 2 lessons

   13: Sales Management

   1. 9.1

      13.3: Sales Metrics (Measures)

      6 min · Quick check

   2. 9.2

      13.7: Discussion Questions and Activities

      6 min · Quick check

10. 10

    Chapter 10 · 1 lessons

    14: Customer Loyalty

    1. 10.1

       14.2: Loyalty Management

       6 min · Quick check

11. 11

    Chapter 11 · 1 lessons

    15: Pricing

    1. 11.1

       15.1: The Pricing Framework and a Firm’s Pricing Objectives

       6 min · Quick check

12. 12

    Chapter 12 · 1 lessons

    16: Marketing Plan

    1. 12.1

       16.3: Functions of the Marketing Plan

       6 min · Quick check