Marketing essentials / Lois Schneider Farese, Grady Kimbrell and Carl A . Woloszyk
Publication details: New York : McGrawHill, c2002Edition: 3rd editionDescription: xxviii, 772 p. : col.ill. ; 28 cmISBN:- 0026441918
- 0078249511
- 9780026441919
- 23 658.8 FAR
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658.8 AGR 2 Agricultural and food marketing in developing countries : selected readings / | 658.8 BAR 1 Marketing : an introductory text / | 658.8 FAR 78 Marketing essentials / | 658.8 FAR 79 Marketing essentials / | 658.8 GIL 1 Marketing / | 658.8 GIL 2 Marketing / | 658.8 GIL 3 Marketing / |
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
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