Unit 3 Chapters 13, 14, 15 &16

Chapter 13
Marketing: Helping Buyers Buy
After you have read and studied this chapter, you should be able to
  1. Define marketing, and apply the marketing concept to both for-profit and nonprofit organizations.
  2. Describe the four Ps of marketing.
  3. Summarize the marketing research process.
  4. Show how marketers use environmental scanning to learn about the changing marketing environment.
  5. Explain how marketers apply the tools of market segmentation, relationship marketing, and the study of consumer behavior.
  6. Compare the business-to-business market and the consumer market.
Reading  Chapter 13
Powerpoint Chapter 13 ppt
Chapter 14
Developing and Pricing Goods and Services
 After you have read and studied this chapter, you should be able to
  1. Describe a total product offer.
  2. Identify the various kinds of consumer and industrial goods.
  3. Summarize the functions of packaging.
  4. Contrast brand, brand name, and trademark, and show the value of brand equity.
  5. Explain the steps in the new-product development process.
  6. Describe the product life cycle.
  7. Identify various pricing objectives and strategies.

Chapter 14
Chapter 14 Powerpoint

Chapter 15
Distributing Products 
 After you have read and studied this chapter, you should be able to
  1. Explain the concept of marketing channels and their value.
  2. Demonstrate how intermediaries perform the six marketing utilities.
  3. Identify the types of wholesale intermediaries in the distribution system.
  4. Compare the distribution strategies retailers use.
  5. Explain the various kinds of nonstore retailing.
  6. Explain the various ways to build cooperation in channel systems.
  7. Describe logistics and outline how intermediaries manage the transportation and storage of goods.

Chapter 15
Chapter 15 Powerpoint

 
Chapter 16
Using Effective Promotions 
After you have read and studied this chapter, you should be able to

  1. Identify the new and traditional tools that make up the promotion mix.
  2. Contrast the advantages and disadvantages of various advertising media, including the Internet and social media.
  3. Illustrate the steps of the B2B and B2C selling processes.
  4. Describe the role of the public relations department, and show how publicity fits in that role.
  5. Assess the effectiveness of various forms of sales promotion, including sampling.
  6. Show how word of mouth, e-mail marketing, viral marketing, blogging, podcasting, and mobile marketing work.

Chapter 16
Chapter 16 ppt
Chapter 16 Quiz http://highered.mcgraw-hill.com/sites/007352459x/student_view0/chapter16/chapter_quiz.html