Chapter 16: The Marketing Plan 16. The Marketing Plan 16.1 Marketing Planning Roles 16.2 Functions of the Marketing Plan 16.3 Forecasting 16.4 Ongoing Marketing Planning and Evaluation 16.5 Discussion Questions and Activities 16. The Marketing Plan The average tenure of a chief marketing officer (CMO) can be measured in months—about twenty-six months or less, in fact (Mummert, 2008). Why? Because marketing is one of those areas in a company in… Read More »The Marketing Plan

15.3 Pricing Strategies Learning Objectives Understand introductory pricing strategies. Understand the different pricing approaches that businesses use. Once a firm has established its pricing objectives and analyzed the factors that affect how it should price a product, the company must determine the pricing strategy (or strategies) that will help it achieve those objectives. As we have indicated, firms use different pricing strategies for their offerings. And oftentimes, the strategy depends… Read More »Pricing Strategies and different pricing approaches

15.2 Factors That Affect Pricing Decisions Learning Objectives Understand the factors that affect a firm’s pricing decisions. Understand why companies must conduct research before setting prices in international markets. Learn how to calculate the breakeven point. Having a pricing objective isn’t enough. A firm also has to look at a myriad of other factors before setting its prices. Those factors include the offering’s costs, the demand, the customers whose needs… Read More »Factors That Affect Pricing Decisions

Chapter 15: Price, the Only Revenue Generator 15.1 The Pricing Framework and a Firm’s Pricing Objectives 15.2 Factors That Affect Pricing Decisions 15.3 Pricing Strategies 15.4 Discussion Questions and Activities   15.1 The Pricing Framework and a Firm’s Pricing Objectives Learning Objectives Understand the factors in the pricing framework. Explain the different pricing objectives organizations have to choose from. Prices can be easily changed and easily matched by your competitors.… Read More »Price, the Only Revenue Generator

14.4 Ethics, Laws, and Customer Empowerment Learning Objectives Apply general ethical principles and concepts to online marketing. Explain the laws that regulate online and other types of marketing. You are about to graduate and move to another city to start a new job. Your employer is paying for your moving expenses, so you go online to see what people have to say about the different moving companies. One company has… Read More »Ethics, Laws, and Customer Empowerment

14.3 Customer Satisfaction Learning Objectives Understand satisfaction and satisfaction strategies. Design a customer satisfaction measurement system. Describe complaint management strategies. Customer Satisfaction Defined What comes to mind when you hear someone say, “A satisfied customer”? Perhaps it is an image of someone smiling with the pride of knowing he got a good deal. Or perhaps it is the childlike look of happiness someone exhibits after purchasing a new pair of… Read More »Customer Satisfaction

14.2 Loyalty Management Learning Objectives Understand the value of customer loyalty. Distinguish attitudinal loyalty from behavioral loyalty. Describe the components of a successful loyalty program. It’s 8:00 p.m. and you’re starving. You open the refrigerator and find a leftover chicken breast, half an onion, and some ketchup. But what can you do with these ingredients? You could search online for recipes that contain them, or you could post a question… Read More »Customer Loyalty Management

Chapter 14: Customer Satisfaction, Loyalty, and Empowerment 14.1 Customer Communities 14.2 Loyalty Management 14.3 Customer Satisfaction 14.4 Ethics, Laws, and Customer Empowerment 14.5 Discussion Questions and Activities   14.1 Customer Communities Learning Objectives Understand strategies involving online and personal forms of influencer marketing. Relate influencer marketing to other forms of social communities and marketing strategies. If you are about to buy a new high-definition television, where do you go to… Read More »Customer Satisfaction, Loyalty, and Empowerment

13.6 Outsourcing the Sales Function Learning Objectives Identify the primary types of outsourcing salespeople. Characterize the strengths and weaknesses of outsourcing sales groups. Some companies outsource certain sales functions. In this section, we’ll introduce several types of outsourced salespeople, as well as the reasons for and challenges associated with outsourcing various sales activities. Types of Outsourced Salespeople A company can outsource part or all of the sales cycle. When a… Read More »Outsourcing the Sales Function

13.5 Integrating Sales and Marketing Learning Objectives Identify the ways in which the marketing function supports the sales function. Describe how the sales group of a company can support its marketing efforts. Traditionally, sales and marketing are like oil and water—the departments don’t mix well. Salespeople are typically among the highest paid employees in an organization. At the national printing company Moore-Wallace, for example, salespeople are five of the seven… Read More »Integrating Sales and Marketing