Farese, Lois Schneider. <br/><br/>
Marketing essentials / 
Lois Schneider Farese, Grady Kimbrell and Carl A . Woloszyk 
 - 3rd edition 
 - New York :  McGrawHill,  c2002 
 - xxviii, 772 p. :  col.ill. ;  28 cm. 
<br/><br/> Table of Contents<br/><br/>UNIT 1: THE WORLD OF MARKETING<br/><br/>CHAPTER 1:Marketing is All Around Us  <br/>1.1 Defining Marketing<br/>1.2 Economic Utilities<br/>1.3 Careers in Marketing<br/><br/>CHAPTER 2:  Basic Marketing Concepts <br/>2.1 The Marketing Concept<br/>2.2 Market Segmentation<br/><br/>UNIT 2:ECONOMICS<br/><br/>CHAPTER 3: The Free Enterprise System<br/>3.1 Capitalism<br/>3.2 Government and Consumer Functions<br/><br/>CHAPTER 4: Global Economics <br/>4.1 What is an Economy?<br/>4.2 Understanding the Economy<br/><br/>UNIT 3: BUSINESS AND INTERNATIONAL MARKETING<br/><br/>CHAPTER 5: Business and Social Responsibility <br/>5.1 Defining Business<br/>5.2 Ethics and Social Responsibility<br/><br/>CHAPTER 6: International Trade<br/>6.1 The Global Market Place<br/>6.2 International Business<br/><br/>CHAPTER 7: Basics Math Skills<br/>7.1 Math Fundamentals<br/>7.2 Interpreting  Numbers<br/><br/>CHAPTER 8: Communication Skills<br/>8.1 Defining Communication<br/>8.2 Elements of Speech and Writing<br/><br/>CHAPTER 9: Computer Applications and Skills<br/>9.1 Computer in Marketing<br/>9.2 Computer Technology<br/><br/>CHAPTER 10: Interpersonal Skills<br/>10.1 Human Relations<br/>10.2 Working Together<br/><br/>CHAPTER 11: Management Skills<br/>11.1 Management Structures<br/>11.2 Management Functions<br/><br/>UNIT 5: SELLING<br/><br/>CHAPTER 12: Preparing for The Sale<br/>12.1 Knowing your Product and Your Customer<br/>12.2 Preparation<br/><br/>CHAPTER 13: Initiating The Sale<br/>13.1 The Sales Process<br/>13.2 Determining Needs in Sales<br/><br/>CHAPTER 14: Presenting the Product<br/>14.1 Presenting the Product<br/>14.2 Objections and Rejections<br/><br/>CHAPTER 15: Closing The Sale<br/>15.1 Customer Buying Signals<br/>15.2 Effective Selling<br/><br/>CHAPTER 16: Using Math in Sales<br/>16. 1 Cash Registers<br/>16.2 Sales Transactions<br/>16.3 Invoices and Purchase Orders<br/><br/>CHAPTER 17: Promotional Concepts and Strategies<br/>17.1 The Promotional Mix<br/>17.2 Sales Promotion<br/>17.3 Public Relations<br/><br/>CHAPTER 18: Visual Merchandising and Display<br/>18.1 Display Features<br/>18.2 Artistic Design<br/><br/>CHAPTER 19: Advertising<br/>19.1 Advertising Media<br/>19.2 Media Rates<br/><br/>CHAPTER 20: Preparing Print Advertisements<br/>20.1 Essential Elements of Advertising <br/>20.2 Ad Layouts<br/><br/>UNIT: 7 DISTRIBUTION<br/><br/>CHAPTER 21: Channels of Distribution<br/>21.1 Distribution<br/>21.2 Distribution Planning<br/><br/>CHAPTER 22: Physical Distribution<br/>22.1 Transportation Systems and Services<br/>22.2 Inventory Storage<br/><br/>CHAPTER 23: Purchasing<br/>23.1 The Role of the Buyer<br/>23.2 The Purchasing Function<br/><br/>CHAPTER 24: Stock Handling and Inventory Control<br/>24.1 The Stock Handling Process<br/>24.2 Inventory Control<br/><br/>CHAPTER 25: Price Planning<br/>25.1 The Steps of Price Planning<br/>25.2 Factors Involved in Price Planning<br/><br/>CHAPTER 26: Pricing Strategies<br/>26.1 Pricing Concepts<br/>26. 2 Setting Prices<br/><br/>CHAPTER 27: Pricing Math<br/>27.1 Calculating Prices<br/>27.2 Calculating Discounts<br/><br/>UNIT 9: MARKETING INFORMATION MANAGEMENT<br/><br/>CHAPTER 28: Marketing Research<br/>28.1 Marketing Information Systems<br/>28.2 Types, Trends, and Limitations of Marketing Research<br/><br/>CHAPTER 29: Conducting Marketing Research<br/>29.1 Marketing Research<br/>29.2 The Marketing Survey<br/><br/>UNIT 10: PRODUCT AND SERVICE MANAGEMENT<br/><br/>CHAPTER 30: Product Planning<br/>30.1 Product Planning, Mix, and Development<br/>30.2 Sustaining Product Sales<br/><br/>CHAPTER 31: Branding, Packaging, and Labeling<br/>31.1 Branding Elements and Strategies<br/>31.2 Packaging and Labeling<br/><br/>CHAPTER 32: Extended Product Features<br/>32.1 Warranties<br/>32.2 Credit<br/><br/>UNIT 11: ENTREPRENEURSHIP AND FINANCE<br/><br/>CHAPTER 33: Entrepreneurship<br/>33.1 Entrepreneurship<br/>33.2 Logistics of Business Ownership<br/><br/>CHAPTER 34: Risk Management<br/>34.1 Risk Management<br/>34.2 Handling Business Risks<br/><br/>CHAPTER 35: Developing a Business Plan<br/>35.1 The Business Plan<br/>35.2 The Marketing Plan<br/>35.3 The Financial Plan<br/><br/>CHAPTER 36: Financing the Business<br/>36.1 Preparing Financial Documents<br/>36.2 Financial Aspects of a Business Plan<br/><br/>CHAPTER 37: Identifying Career Opportunities<br/>37.1 Important Career Decisions<br/>37.2 Career Planning<br/>37.3 Develop a Career Plan<br/><br/><br/>CHAPTER 38: Finding and Applying for a Job<br/>38.1 Finding a Job<br/>38.2 Applying for a Job<br/>38.3 The Job Interview<br/><br/><br/> 
<br/><br/>Includes: Glossary p. 732-743 and Index: p. 744-764<br/><br/><br/> 
<br/><br/><label>ISBN: </label>0026441918 0078249511 9780026441919 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing Essentials<br/>Economics
<br/><br/><label>Dewey Class. No.: </label>658.8  / FAR