Marketing essentials / Lois Schneider Farese, Grady Kimbrell and Carl A . Woloszyk

Table of Contents

UNIT 1: THE WORLD OF MARKETING

CHAPTER 1:Marketing is All Around Us
1.1 Defining Marketing
1.2 Economic Utilities
1.3 Careers in Marketing

CHAPTER 2: Basic Marketing Concepts
2.1 The Marketing Concept
2.2 Market Segmentation

UNIT 2:ECONOMICS

CHAPTER 3: The Free Enterprise System
3.1 Capitalism
3.2 Government and Consumer Functions

CHAPTER 4: Global Economics
4.1 What is an Economy?
4.2 Understanding the Economy

UNIT 3: BUSINESS AND INTERNATIONAL MARKETING

CHAPTER 5: Business and Social Responsibility
5.1 Defining Business
5.2 Ethics and Social Responsibility

CHAPTER 6: International Trade
6.1 The Global Market Place
6.2 International Business

CHAPTER 7: Basics Math Skills
7.1 Math Fundamentals
7.2 Interpreting Numbers

CHAPTER 8: Communication Skills
8.1 Defining Communication
8.2 Elements of Speech and Writing

CHAPTER 9: Computer Applications and Skills
9.1 Computer in Marketing
9.2 Computer Technology

CHAPTER 10: Interpersonal Skills
10.1 Human Relations
10.2 Working Together

CHAPTER 11: Management Skills
11.1 Management Structures
11.2 Management Functions

UNIT 5: SELLING

CHAPTER 12: Preparing for The Sale
12.1 Knowing your Product and Your Customer
12.2 Preparation

CHAPTER 13: Initiating The Sale
13.1 The Sales Process
13.2 Determining Needs in Sales

CHAPTER 14: Presenting the Product
14.1 Presenting the Product
14.2 Objections and Rejections

CHAPTER 15: Closing The Sale
15.1 Customer Buying Signals
15.2 Effective Selling

CHAPTER 16: Using Math in Sales
16. 1 Cash Registers
16.2 Sales Transactions
16.3 Invoices and Purchase Orders

CHAPTER 17: Promotional Concepts and Strategies
17.1 The Promotional Mix
17.2 Sales Promotion
17.3 Public Relations

CHAPTER 18: Visual Merchandising and Display
18.1 Display Features
18.2 Artistic Design

CHAPTER 19: Advertising
19.1 Advertising Media
19.2 Media Rates

CHAPTER 20: Preparing Print Advertisements
20.1 Essential Elements of Advertising
20.2 Ad Layouts

UNIT: 7 DISTRIBUTION

CHAPTER 21: Channels of Distribution
21.1 Distribution
21.2 Distribution Planning

CHAPTER 22: Physical Distribution
22.1 Transportation Systems and Services
22.2 Inventory Storage

CHAPTER 23: Purchasing
23.1 The Role of the Buyer
23.2 The Purchasing Function

CHAPTER 24: Stock Handling and Inventory Control
24.1 The Stock Handling Process
24.2 Inventory Control

CHAPTER 25: Price Planning
25.1 The Steps of Price Planning
25.2 Factors Involved in Price Planning

CHAPTER 26: Pricing Strategies
26.1 Pricing Concepts
26. 2 Setting Prices

CHAPTER 27: Pricing Math
27.1 Calculating Prices
27.2 Calculating Discounts

UNIT 9: MARKETING INFORMATION MANAGEMENT

CHAPTER 28: Marketing Research
28.1 Marketing Information Systems
28.2 Types, Trends, and Limitations of Marketing Research

CHAPTER 29: Conducting Marketing Research
29.1 Marketing Research
29.2 The Marketing Survey

UNIT 10: PRODUCT AND SERVICE MANAGEMENT

CHAPTER 30: Product Planning
30.1 Product Planning, Mix, and Development
30.2 Sustaining Product Sales

CHAPTER 31: Branding, Packaging, and Labeling
31.1 Branding Elements and Strategies
31.2 Packaging and Labeling

CHAPTER 32: Extended Product Features
32.1 Warranties
32.2 Credit

UNIT 11: ENTREPRENEURSHIP AND FINANCE

CHAPTER 33: Entrepreneurship
33.1 Entrepreneurship
33.2 Logistics of Business Ownership

CHAPTER 34: Risk Management
34.1 Risk Management
34.2 Handling Business Risks

CHAPTER 35: Developing a Business Plan
35.1 The Business Plan
35.2 The Marketing Plan
35.3 The Financial Plan

CHAPTER 36: Financing the Business
36.1 Preparing Financial Documents
36.2 Financial Aspects of a Business Plan

CHAPTER 37: Identifying Career Opportunities
37.1 Important Career Decisions
37.2 Career Planning
37.3 Develop a Career Plan


CHAPTER 38: Finding and Applying for a Job
38.1 Finding a Job
38.2 Applying for a Job
38.3 The Job Interview

Includes: Glossary p. 732-743 and Index: p. 744-764