Unit 1 Introduction to Core Marketing Concepts 1
Unit 2 Marketing Environment 17
Unit 3 Customer Value and Satisfaction 34
Unit 4 Types of Marketing Research 55
Unit 5 Consumer Purchase Decision Process 69
Unit 6 A Model of Business Buyer Behavior 88
Unit 7 Market Segmentation,Targeting,and Positioning 110
Unit 8 Product Classification and Product Decisions 130
Unit 9 Product Life Cycle and Its Marketing Implications 149
Unit 10 How to Set a Price on a Product 162
Unit 11 Retailer Marketing Decisions 177
Unit 12 Integrated Logistics Management 190
Unit 13 Sales Promotion 204
Unit 14 Functions of the Advertising 217
Unit 15 Characteristics of Services and the Related Marketing Strategies 231
Unit 16 International Marketplace 247
Key to Exercises 263
References 278