Marketing Dynamics,9781590705865

Marketing Dynamics

by ; ;
ISBN13: 9781590705865
ISBN10: 1590705866
Format: Hardcover
Pub. Date: 2006-06-30
Publisher(s): Goodheart-Willcox Pub
List Price: $75.63

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Summary

Introduces students to the exciting world of marketing.

Table of Contents

PART ONE MARKETING DYNAMICS
What is marketing?
Marketing Is Dynamic!
16(15)
Marketing Defined
17(1)
Marketing Is Dynamic
17(1)
Marketing Is Customer-Focused
18(1)
Marketing Is Relationships
19(1)
Marketing Is International
20(1)
Marketing Is the Four Ps
20(4)
Marketing Is the Marketing Mix
24(2)
Is Marketing in Your Future?
26(5)
Camilla Amber White---One Dynamic Entrepreneur
28(3)
Business Basics
31(11)
Economic Needs and Wants
32(1)
The Exchange
33(1)
Money
34(1)
What is Business?
35(1)
Goal of Business
36(1)
Forms of Business Ownership
36(2)
The Functions of Business
38(4)
The Marketing Concept
42(9)
Utility
42(2)
The Marketing Concept
44(2)
The Functions of Marketing
46(2)
The Functions and the Marketing Concept
48(3)
Markets
51(14)
A Group of Buyers
52(1)
Consumer Market vs. Business Market
53(4)
Customer vs. Consumer
57(1)
Market Segments
58(3)
Marketing Strategy
61(4)
Social Responsibility
65(15)
What Is Social Responsibility?
66(1)
Be Legal
67(2)
Be Ethical
69(3)
Be Philanthropic
72(2)
Benefits of Social Responsibility
74(6)
PART TWO DYNAMICS OF THE ECONOMY
How does a market economy work?
The Problem of Scarcity
80(11)
Scarcity
81(1)
An Economic System
82(1)
Economic Inputs
82(9)
Economic Systems
91(11)
Types of Economic Systems
92(2)
Market Economy Features
94(2)
Mixed Economies
96(6)
Market Forces
102(10)
Market Forces at Work
103(1)
Supply and Demand
104(3)
Profit
107(1)
Competition
108(1)
Role of the Consumer
109(3)
Economic Indicators
112(15)
Economic Indicators
113(1)
Gross Domestic Product (GDP)
114(3)
Standard of Living
117(1)
Consumer Price Index (CPI)
118(1)
Inflation Rate
118(3)
Unemployment Rate
121(1)
The Stock Market as an Indicator
122(1)
Keys to the Status of the Economy
123(4)
Market Economy Dynamics
127(9)
Economic Spirals
128(1)
The Business Cycle
128(5)
Business Cycle and Economic Indicators
133(3)
Role of Government
136(11)
Constitutional Powers
137(1)
Market Weaknesses
138(3)
Government Economic Activities
141(6)
International Trade
147(10)
International Trade
148(1)
Why Trade?
148(2)
Exports and Imports
150(1)
Foreign Exchange Rates
151(6)
Knight Hawk Supply---Venturing into the International Market
154(3)
Trade Relations
157(11)
Government Regulation of Foreign Trade
157(2)
Enforcement of Trade Laws
159(1)
Trade Relations
160(1)
Globalization
161(2)
Concerns About Globalization
163(5)
PART THREE MARKETPLACE DYNAMICS
Who are your customers?
A Diverse Marketplace
168(14)
Cultural Differences
169(3)
Social Classes
172(1)
Demographic Changes
172(2)
Social Changes
174(2)
International Trade
176(1)
Beware of Stereotyping
176(6)
FUBU the Collection---Taking the Fashion World by Storm
178(4)
Targeting a Market
182(11)
Marketing Strategy
183(2)
Mass Marketing
185(1)
Target Marketing
186(2)
Choosing Your Target Market
188(1)
Advantages and Disadvantages of Targeting a Market
189(4)
Segmenting a Market
193(12)
Market Segmentation
193(2)
Geographic Variables
195(1)
Demographic Variables
196(2)
Psychographic Variables
198(2)
Behavioral Variables
200(1)
Combining Variables
201(1)
Market Segment Profile
201(4)
Understanding Consumer Behavior
205(10)
Psychological Influences
205(3)
Social Influences
208(3)
Situational Influences
211(1)
The Consumer Decision Process
211(4)
Business Customers
215(9)
What Do Businesses Buy?
215(1)
Segmenting the Business Market
216(2)
The Business Buying Decision
218(1)
The Business Decision Process
219(1)
Levels of Buying Decisions
220(1)
Influences on Business Buyers
221(3)
Competition
224(11)
Monopoly vs. Competition
224(3)
Ways to Compete
227(1)
Market Share
228(1)
How to Find Market Data
229(1)
Why Is Market Share Important?
229(1)
Competition Research
230(5)
Marketing Research
235(9)
Types of Data
237(1)
Collecting Primary Data
237(3)
Sources of Secondary Data
240(2)
Marketing Research Process
242(1)
Trend Research
242(2)
Is Marketing Research Always Right?
244

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