Marketing Foundations and Functions
Table of Contents

Introduction- Foundations of Marketing

CHAPTER 1- MARKETING TODAY
Lesson 1.1 What is Marketing
Lesson 1.2 Implementing the Marketing Concept
Review
Activities: Case Studies: Apparel and accessories
marketing

CHAPTER 2- MARKETING SUPPORTS BUSINESS ACTIVITIES
Lesson 2.1 Marketing is Essential
Lesson 2.2 Changing Role of Marketing
Review
Activities: Case Studies: Hospitality services management;
sports and entertainment marketing


CHAPTER 3- MARKETING IMPACTS SOCIETY
Lesson 3.1 Impact of Marketing
Lesson 3.2 Criticisms of Marketing
Lesson 3.3 Increasing Social responsibilities
Lesson 3.4 Ethics in Marketing Foundations
Review
Activities: Case Studies: Civic consciousness projects,
such as wearing seat belts, MADD


CHAPTER 4- MARKETING BEGINS WITH ECONOMICS
Lesson 4.1 Importance of Economic Understanding
Lesson 4.2 Private Enterprise in the U. S. Economy
Lesson 4.3 Role of Microeconomics in Marketing
Lesson 4.4 Economic Utility
Review
Activities: Case Studies: Existing case study on Tasha
Formby and her printing company. Add one emphasizing
microeconomics

CHAPTER 5- THE BASICS OF MARKETING(formerly Ch. 6)
Lesson 5.1 Understanding the Marketing concept
Lesson 5.2 Planning a marketing Strategy
Lesson 5.3 How Marketing helps consumers Make a Decision
Lesson 5.4 Using Marketing to Respond to Competition
Lesson 5.5 Changes in Marketing Today
Review
Activities: Case Studies: Update Chapter 2 case study,
"What do Teens Want?" Add one about a Web-based company,
such as Amazon.com or E-Bay


CHAPTER 6- USING MARKETING RESEARCH (Formerly chap. 9)
Lesson 6.1 Why Do Businesses Need Market Information?
Lesson 6.2 What Types of Information Are Needed?
Lesson 6.3 Methods of Collecting Marketing Data
Lesson 6.4 How is Marketing Information Managed? (See former
Ch. 22)
Review
Activities: Case Studies: Travel and tourism industry; food
services marketing research


CHAPTER 7- MARKETING BEGINS WITH CUSTOMERS (Formerly Ch. 8)
Lesson 7.1 Understanding Consumer Behavior
Lesson 7.2 Buying Motives
Lesson 7.3 Types of Decision-Making
Review
Activities: Case Studies: Vehicles and petroleum marketing;
financial services marketing


CHAPTER 8- COMPETITION IS EVERYWHERE (Formerly Ch. 7)
Lesson 8.1 Analyzing Market Segments
Lesson 8.2 competing for Market Segments
Lesson 8.3 Learning About the Competition
Lesson 8.4 Competing for Market Position
Review
Activities: Case Studies: Full-service restaurant
management; entertainment industry (cable vs. networks)


CHAPTER 9- THE MARKETING STRATEGY (Combine Ch. 10 & 11)
Lesson 9.1 Developing a Marketing Strategy
Lesson 9.2 Identifying Marketing Mix Alternatives
Lesson 9.3 Writing a Marketing Plan
Lesson 9.4 Implementing the Marketing Plan
Review
Activities: Case Studies: International marketing (new
packaging requirements); car insurance


CHAPTER 10- DEVELOP A NEW PRODUCT (Formerly Ch. 12)
Lesson 10.1 What is a Product?
Lesson 10.2 Developing a new Product
Lesson 10.3 Parts of the Product Mix Element
Review
Activities: Cast Studies: Reinvention of Volkswagen bug;
broadening existing product lines (Pepsi and Coke)


CHAPTER 11- SERVICES NEED MARKETING (Formerly Ch. 13)
Lesson 11.1 What are Services
Lesson 11.2 Growth and Importance of Services
Lesson 11.3 Developing a Service Marketing Mix
Review
Activities: Case Studies: Technical/support services;
lawyers

CHAPTER 12- PURCHASE PRODUCTS FOR RESALE (Formerly Ch. 14)
Lesson 12.1 Business-to-Business Purchasing
Lesson 12.2 Steps in Business Purchasing
Lesson 12.3 Improving Purchasing Procedures
Review
Activities: Case Studies: Food marketing; retail marketing

CHAPTER 13- GET THE PRODUCT TO CUSTOMERS (Formerly Ch. 15)
Lesson 13.1 The Importance of Distribution
Lesson 13.2 Planning channels of Distribution
Lesson 13.3 Wholesaling and Retailing
Lesson 13.4 Physical Distribution
Review
Activities: Case Studies: e-Commerce; "just-in-time"
inventory

CHAPTER 14- DETERMINING THE BEST PRICE (Formerly Ch. 16)
Lesson 14.1 Economics and Price
Lesson 14.2 Developing Pricing Procedures
Lesson 14.3 Offering Credit
Review
Activities: Case Studies: Apparel and accessories
(perfume); Sports labels (e.g. Nike vs. Conners tennis
shoes)


CHAPTER 15- DEVELOPING THE PROMOTIONAL MIX (Formerly Ch. 17)
Lesson 15.1 Promotion Means Effective Communication
Lesson 15.2 Types of Promotion
Lesson 15.3 Planning the Promotion Mix
Review
Activities: Case Studies: McDonald\'s (include print, TV,
radio, billboards, civic consciousness projects, i.e.
Ronald McDonald houses.)


CHAPTER 16- BE CREATIVE WITH ADVERTISING (Formerly Ch. 18)
Lesson 16.1 What is Advertising
Lesson 16.2 Developing an Advertising Plan
Lesson 16.3 Using Advertising Agencies
Lesson 16.4 Alternative Advertising
Review
Activities: Case Studies: Super Bowl ads; award-winning TV
ads

CHAPTER 17- SELLING SATISFIES THE CUSTOMER (Formerly Ch. 19)
Lesson 17.1 The Value of Selling
Lesson 17.2 Preparing for Effective Selling
Lesson 17.3 The Selling Process
Lesson 17.4 Providing Sales Support
Review
Activities: Case Studies: PC technical support; home
improvement company

CHAPTER 18- MARKETING IN THE GLOBAL ECONOMY (Formerly Ch. 5)
Lesson 18.1 What is a Global Economy
Lesson 18.2 Business Involvement in International