Principles of Marketing

 © Jeff Tanner and Mary Anne Raymond Source: Flat World Knowledge

Principles of Marketing

 

Content:

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Objectives:

Organization of chapters:

The topics are arranged in a sequence most commonly used to teach the material in college courses.

Chapter 1: What Is Marketing?
Chapter 2: Strategic Planning
Chapter 3: Consumer Behavior: How People Make Buying Decisions
Chapter 4: Business Buying Behavior
Chapter 5: Market Segmenting, Targeting, and Positioning
Chapter 6: Creating Offerings
Chapter 7: Developing and Managing Offerings
Chapter 8: Using Marketing Channels to Create Value for Customers
Chapter 9: Using Supply Chains to Create Value for Customers
Chapter 10: Gathering and Using Information: Marketing Research and Market Intelligence
Chapter 11: Advertising, Integrated Marketing Communications, and the Changing Media Landscape
Chapter 12: Public Relations and Sales Promotions
Chapter 13: Professional Selling
Chapter 14: Customer Satisfaction, Loyalty, and Empowerment
Chapter 15: Price, the Only Revenue Generator
Chapter 16: The Marketing Plan
Chapter 17:
Chapter 18:
Chapter 19:
Chapter 20:
Chapter 21:
Chapter 22:
Chapter 23:
Chapter 24:
Chapter 25:

The list of chapters always appears on the left side of the screen so that one can quickly move from chapter to chapter when necessary.

Foreword

What Is Marketing?

Design of content:

Strategic Planning

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Studying approach:

One would normally read the text starting from chapter 1 and move on to each subsequent chapter as the material builds on concepts presented in previous chapters. One is urged to take careful notes as explained in studying recommendations.

After reading the text, the student is urged to use the review quizzes present at the end of each chapter. The quizzes test the knowledge of each concept in the chapter with giving a student the ability to link back to the chapter if it is not clear why the correct answer is what it is.

Evaluation:

Taking the comprehensive test available at the end of the course should give a fair assessment of student's overall knowledge of course content. Because this content is fundamental for business studies a grade of 70 correct answers out of 100 is the very minimum that any student should achieve. If one does not achieve close to that, it is strongly recommended that a full text introductory course be used to clarify concepts misunderstood from reading this review course. For a complete introductory course, the provided comprehensive test is not sufficient for student evaluation: written assignments should be required.

One should note that the comprehensive test does not allow linking back to the underlying text. Although the questions and the answers in all tests are randomized to avoid memorizing correct answers (rather than understanding underlying concepts), this comprehensive test is inferior to review quizzes for learning purposes. The comprehensive test is only designed for a quick overall evaluation. Moreover, because test taking is not proctored and the student can use his/her notes, the reliability of the grade has some limitations.

The comprehensive test can be taken any number of times, and only the last result will count. Nevertheless, you are advised to take the comprehensive test seriously if you plan to use its results for further studies, such as enroll in a professional course. The grade received for the course appears in the public record of registered students.

See typical grade composition.

Registration and enrollment recommended:

We recommend that you register as a PEOI student, and enroll in fundamental courses as well as professional courses if you plan to study the content of these fundamental courses. By registering and enrolling you will have two major useful outcomes. First, once you sign in, the time and grade in each chapter will be recorded in a personal record seen only by you and your instructor (if you choose to have an instructor). This record will show your progress in the course and your instructor can offer suggestions for improvement (if necessary). Second, the combined result of your quizzes and comprehensive test will be entered in the public record and give you the ability to use this grade as proof of knowledge of the course content.

To register simply fill out the registration form which is accessible through the Registration menu. There is no fee. The information is kept strictly confidential.

Questions or comments:

Your comments, corrections and suggestions are most welcome: please email them to appropriate person listed in contact information.

Go to Chapter I : What Is Marketing? What Is Marketing?