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Full Description
In Burrow's MARKETING, 5E students learn how current marketing technologies and practices relate to their personal goals and future careers. Students will be able to recognize effective marketing applications to create strategic plans for a large variety of business endeavors. This update maintains the hallmark integrated marketing approach seen in previous editions as students learn the foundations and functions needed to successfully market goods, services, and ideas to consumers. Professional development, customer service, and digital marketing strategies including social media are presented as key marketing skills for success. Emphasis on the Career Clusters, DECA Performance Indicators, and real-world applications highlight how these skills can be used in everyday life and future careers. While students study business, economics, selling, human relations, communications, logistics, promotion, product planning, and pricing, they also understand why marketing is crucial across all business operations.
MindTap is the online solution for CTE courses that includes the full, interactive eBook, annotation and study tools, media, auto-graded assessment, data analytics, and more. MindTap for Marketing, 5th edition includes additional timely features such as examples of advertisements, stats and facts, digital marketing strategies, internet research activities, and case studies that will be updated in between editions to keep your course current in this innovative industry
Contents
Chapter 1 Marketing Today and Tomorrow
1.1 What is Marketing?
1.2 Business Needs Marketing
1.3 The Marketing Concept
1.4 The Changing Role of Marketing
DECA Prep Marketing Communications Series Event
Chapter 2 Socially Responsible Marketing
2.1 The Impact of Marketing
2.2 Criticisms of Marketing
2.3 Marketing and Social Responsibility
DECA Prep Apparel and Accessories Marketing Series Event
Chapter 3 The Economic Basis for Marketing
3.3 Scarcity and Private Enterprise
3.2 The Law of Supply and Demand
3.3 Types of Economic Competition
3.4 Economic Utility
DECA Prep Food Marketing Series Event
Chapter 4 Marketing Basics
4.1 Changes in Today's Marketing
4.2 Plan a Marketing Strategy
4.3 Consumers and Competitors
4.4 The Varied Role of Marketing
DECA Prep Business Solutions Project Event
Chapter 5 Marketing Begins with Consumers
5.1 Understand Consumer Behavior
5.2 What Motivates Buyers?
5.3 Influence Consumer Decisions
DECA Prep Automotive Services Marketing Individual Series Event
Chapter 6 Marketing Information and Research
6.1 Understand the Need for Marketing Information
6.2 Find and Manage Marketing Information
6.3 Use Marketing Research
6.4 Collect Primary Data
DECA Prep Buying and Merchandising Operations Research Event
Chapter 7 Competition Is Everywhere
7.1 Focus on Market Segments
7.2 Position for Competitive Advantage
7.3 Compete for Market Segments
7.4 Learn about the Competition
DECA Prep Sports and Entertainment Marketing Team Decision Making Event
Chapter 8 Social Media and E-Commerce
8.1 Technology, the Internet, and E-Commerce
8.2 The Emergence of Social Media
8.3 Social Media as a Marketing Tool
DECA Prep Buying and Merchandising Team Decision Making Event
Chapter 9 Develop a Marketing Strategy and Marketing Plan
9.1 Elements of a marketing Strategy
9.2 Marketing Mix Alternatives
9.3 Consumer Purchase Classifications
9.4 Marketing Planning
DECA Prep International Business Plan Event
Chapter 10 Develop Successful Products
10.1 Start with a Product
10.2 Components of the Product Mix
10.3 Products for Consumers and Businesses
10.4 New Product Development
DECA Prep Sales Project
Chapter 11 Services Need Marketing
11.1 What Are Services?
11.2 Classify Services and Evaluate Quality
11.3 Develop a Service Marketing Mix
DECA Prep Hotel and Lodging Management Series Event
Chapter 12 Business-to-Business Marketing
12.1 Business-to-Business Exchanges
12.2 Make Business Purchase Decisions
12.3 Business Purchasing Procedures
12.4 Retail Purchasing
DECA Prep Retail Merchandising Series Event
Chapter 13 Distribution
13.1 Marketing Through Distribution
13.2 Distribution Channels
13.3 The Role of Wholesaling
13.4 The Role of Retailing
13.5 Physical Distribution
DECA Prep Quick-Serve Restaurant Management Series Event
Chapter 14 Determine the Best Price
14.1 The Economics of Price Decisions
14.2 Develop Pricing Procedures
14.3 Pricing Based on Market Conditions
DECA Prep Hospitality and Tourism Operations Research Event
Chapter 15 Promotion
15.1 Promotion Is a Form of Communication
15.2 Types of Promotion
15.3 The Promotional Plan
DECA Prep Community Giving Project
Chapter 16 Advertising
16.1 What Is Advertising?
16.2 Plan Advertising
16.3 Create and Evaluate Advertising
DECA Prep Integrated Marketing Campaign Event
Chapter 17 Selling
17.1 The Value of Selling
17.2 Prepare for Effective Selling
17.3 The Selling Process and Sales Support
DECA Prep Professional Selling Event
Chapter 18 Marketing in a Global Economy
18.1 The Expanding World Economy
18.2 International Ventures
18.3 Understand International Markets
DECA Prep Food Marketing Individual Series Event
Chapter 19 Manage Risk
19.1 Assess Business Risks
19.2 Identify Marketing Risks
19.3 Manage Marketing Risks
DECA Prep Business Services Marketing Series Event
Chapter 20 Marketing and Finance
20.1 Marketing Affects Business Finances
20.2 Tools for Financial Planning
20.3 Budget for Marketing Activities
DECA Prep Financial Services Team Decision Making Event
Chapter 21 Entrepr
