Marketing and Financial Markets

41809 Words168 Pages
2012 edition

Pride & Ferrell

William M. Pride
Texas A & M University

O. C. Ferrell
Univesity of New Mexico

brief contents
Part 1: Marketing Strategy and Customer relationships

1

1. An overview of Strategic Marketing. 2
2. Planning, implementing, and Controlling Marketing Strategies 30

Part 2: environmental Forces and Social and ethical responsibilities

61

3. the Marketing environment 62
4. Social Responsibility and ethics in Marketing 92

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Part 3: Using information, Technology, and Target Market Analysis 127
5. Marketing Research and information Systems 128
6. target Markets: Segmentation, evaluation, and Positioning 158

Part 4: Customer Behavior 191
7. Consumer Buying Behavior 192
8. Business
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35
Managerial Authority 37
Summary 37
Important Terms 38
Discussion and Review Questions 39
Application Questions 40
Internet Exercise 41
Developing Your Marketing Plan 42
Video Case 2.1 Method Cleans Up the Home Care Industry Using
Green Marketing 44
Case 2.2 Danone Focuses on Health Nutrition 45
Strategic Case 1 FedEx Packages Marketing for Overnight Success
45

Summary 105
Important Terms 106
Discussion and Review Questions 107
Application Questions 108
Internet Exercise 109
Developing Your Marketing Plan 110
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