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Why Study Marketing?

    1.3 Why Study Marketing? Products don’t, contrary to popular belief, sell themselves. Generally, the “build it and they will come” philosophy doesn’t work. Good marketing educates customers so that they can find the products they want, make better choices about those products, and extract the most value from them. In this way, marketing helps facilitate exchanges between buyers and sellers for the mutual benefit of both parties. Likewise, good social… Read More »Why Study Marketing?

    Who Does Marketing?

      1.2 Who Does Marketing? Learning Objective Describe how the various institutions and entities that engage in marketing use marketing to deliver value. The short answer to the question of who does marketing is “everybody!” But that answer is a bit glib and not too useful. Let’s take a moment and consider how different types of organizations engage in marketing. For-Profit Companies The obvious answer to the question, “Who does marketing?”… Read More »Who Does Marketing?

      What is Marketing?

        Chapter 1: What is Marketing? 1.1 Defining Marketing 1.2 Who Does Marketing? 1.3 Why Study Marketing? 1.4 Themes and Organization of This Book 1.5 Discussion Questions and Activities 1.1 Defining Marketing Learning Objective Define marketing and outline its components. Marketing is defined by the American Marketing Association as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society… Read More »What is Marketing?

        Marketing Management and Strategic Planning

              Chapter 1: What is Marketing? 1.1 Defining Marketing 1.2 Who Does Marketing? 1.3 Why Study Marketing? 1.4 Themes and Organization of This Book 1.5 Discussion Questions and Activities Chapter 2: Strategic Planning 2.1 The Value Proposition 2.2 Components of the Strategic Planning Process 2.3 Developing Organizational Objectives and Formulating Strategies 2.4 Where Strategic Planning Occurs within Firms 2.5 Strategic Portfolio Planning Approaches 2.6 Discussion Questions and Activities Chapter… Read More »Marketing Management and Strategic Planning

          Entrepreneurial Selling: The Power of Running Your Own Business

            Chapter 15 Entrepreneurial Selling: The Power of Running Your Own Business Video Ride-Along with David Fox, Founder and CEO of Brave Spirits Meet David Fox. He is an entrepreneur who founded Brave Spirits, a company that makes vodka, gin, whiskey, and rum. What makes Brave Spirits different from other spirits makers is that $2 of every bottle sold is donated to charities that support the men and women of America’s… Read More »Entrepreneurial Selling: The Power of Running Your Own Business

            The Power of Learning the Ropes

              Chapter 14 The Power of Learning the Ropes Video Ride-Along with Priya Masih, Sales Representative at Lupin Pharmaceuticals Meet Priya Masih. Priya has been in sales for five years with experience in the telecommunications, insurance, and pharmaceutical industries. She is currently a sales representative at Lupin Pharmaceuticals. She has learned how to manage herself, her time, and her results for a successful career in sales. But it’s not always easy.… Read More »The Power of Learning the Ropes

              Follow-Up: The Power of Providing Service That Sells

                Chapter 13 Follow-Up: The Power of Providing Service That Sells Video Ride-Along with Rachel Gordon, Account Manager at WMGK Radio You met Rachel Gordon in Chapter 6 “Why and How People Buy: The Power of Understanding the Customer” when she shared her tips for finding the decision maker. Now she talks about the importance of follow-up and provides some valuable tips about how she follows up with prospects and customers. Ride along… Read More »Follow-Up: The Power of Providing Service That Sells

                Closing the Sale The Power of Negotiating to Win

                  Chapter 12 Closing the Sale: The Power of Negotiating to Win Video Ride-Along with Lisa Peskin, Sales Trainer at Business Development University Lisa Peskin shared her tips for successful prospecting in Chapter 7 “Prospecting and Qualifying: The Power to Identify Your Customers”. During this ride-along, she is going to give you insights about closing the sale. The term close implies that this step comes at the end of the process. You may be… Read More »Closing the Sale The Power of Negotiating to Win

                  Handling Objections: The Power of Learning from Opportunities

                    Chapter 11 –Handling Objections: The Power of Learning from Opportunities Video Ride-Along with Paul Blake, Vice President of Sales at Greater Media Philadelphia You heard Paul Blake talk about making a successful presentation in Chapter 10 “The Presentation: The Power of Solving Problems”. Now hear his tips about handling objections. While this might sound like the most difficult part of the selling process, Paul shares his advice about how to make… Read More »Handling Objections: The Power of Learning from Opportunities

                    The Presentation: The Power of Solving Problems

                      Chapter 10 The Presentation: The Power of Solving Problems Video Ride-Along with Paul Blake, Vice President of Sales at Greater Media Philadelphia You met Paul Blake in Chapter 4 “Business Ethics: The Power of Doing the Right Thing” when he talked about ethics and doing the right thing. Now hear his tips for making a successful sales presentation. While most salespeople find this step of the selling process to be their favorite,… Read More »The Presentation: The Power of Solving Problems