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- Full title: Marketing, 20th Edition
- Edition: 20th
- Copyright year: 2020
- Publisher: Cengage Learning
- Author: William M. Pride; O. C. Ferrell
- ISBN: 9781337910699, 9781337910699
- Format: PDF
Description of Marketing, 20th Edition:
Gain a thorough understanding of essential marketing principles with Pride and Ferrell’s visually engaging, inviting MARKETING. This popular, proven presentation helps you develop the knowledge and decision-making skills to succeed in today’s competitive business environment. In-depth coverage highlights fundamental marketing concepts and strategies while practical applications and real-world examples emphasize the latest in social networking, digital marketing, social and environmental responsibility, globalization, entrepreneurship and marketing in times of transition. This new edition also features expanded coverage of business markets and buying behavior, marketing channels and supply-chain management, retailing, personal selling and marketing analytics. MARKETING is essential for career success no matter what your background.Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
Table of Contents of Marketing, 20th Edition PDF ebook:
Brief ContentsContentsPrefaceAcknowledgmentsAbout the AuthorsPart 1: Marketing Strategy and Customer RelationshipsChapter 1: An Overview of Strategic Marketing1-1 Defining Marketing1-2 Marketing Deals with Products, Distribution, Promotion, and Price1-3 Marketing Creates Value1-4 Marketing Occurs in a Dynamic Environment1-5 Understanding the Marketing Concept1-6 Customer Relationship Management1-7 The Importance of Marketing in Our Global EconomySummaryImportant TermsDiscussion and Review QuestionsDeveloping Your Marketing PlanVideo Case 1.1: Apple Inc.: The Future of Retailing, Education, and EntertainmentCase 1.2: TOMS: Purchase One and Give OneChapter 2: Planning, Implementing, and Evaluating Marketing Strategies2-1 The Strategic Planning Process2-2 Establishing Mission, Goals, and Strategies2-3 Assessing Organizational Resources and Opportunities2-4 Developing Marketing Objectives and Marketing Strategies2-5 Managing Marketing Implementation2-6 Evaluating Marketing Strategies2-7 Creating the Marketing PlanSummaryImportant TermsDiscussion and Review QuestionsDeveloping Your Marketing PlanVideo Case 2.1: Inside Tesla’s Strategy for GrowthCase 2.2: Crayola’s Colorful Marketing Strategy for the Digital AgeStrategic Case 1: Amazonization of Whole FoodsPart 2: Environmental Forces and Social and Ethical ResponsibilitiesChapter 3: The Marketing Environment3-1 Examining and Responding to the Marketing Environment3-2 Competitive Forces3-3 Economic Forces3-4 Political Forces3-5 Legal and Regulatory Forces3-6 Technological Forces3-7 Sociocultural ForcesSummaryImportant TermsDiscussion and Review QuestionsDeveloping Your Marketing PlanVideo Case 3.1: Apple vs. Samsung: Gloves Are OffCase 3.2: Dollar General Uses Buying Power to Target MarketsChapter 4: Social Responsibility and Ethics in Marketing4-1 The Nature of Social Responsibility4-2 Marketing Ethics4-3 The Nature of Marketing Ethics4-4 Improving Marketing Ethics4-5 Incorporating Social Responsibility and Ethics into Strategic PlanningSummaryImportant TermsDiscussion and Review QuestionsDeveloping Your Marketing PlanVideo Case 4.1: Cruising to Success: The Tale of New Belgium BrewingCase 4.2: Sseko Helps Women Get a Step AheadStrategic Case 2: Not So Well: The Case of Wells FargoPart 3: Marketing Research and Target Market AnalysisChapter 5: Marketing Research and Information Systems5-1 The Importance of Marketing Research5-2 Types of Research5-3 The Marketing Research Process5-4 Using Technology to Improve Marketing Information Gathering and Analysis5-5 Issues in Marketing ResearchSummaryImportant TermsDiscussion and Review QuestionsDeveloping Your Marketing PlanVideo Case 5.1: Picture Perfect: How Instagram Uses Big DataCase 5.2: No Mystery Here: Why Market Force Is a Leading Market Research FirmChapter 6: Target Markets: Segmentation and Evaluation6-1 What Are Markets?6-2 Target Market Selection Process6-3 Step 1: Identify the Appropriate Targeting Strategy6-4 Step 2: Determine Which Segmentation Variables to Use6-5 Step 3: Develop Market Segment Profiles6-6 Step 4: Evaluate Relevant Market Segments6-7 Step 5: Select Specific Target Markets6-8 Developing Sales ForecastsSummaryImportant TermsDiscussion and Review QuestionsDeveloping Your Marketing PlanVideo Case 6.1: How Nike Uses Targeting in the High-Stakes Race for SalesCase 6.2: Looking for a BFF? Umpqua Bank Can Help!Strategic Case 3: Uber Attempts to Make a Right TurnPart 4: Buying Behavior, Global Marketing, and Digital MarketingChapter 7: Consumer Buying Behavior7-1 Consumer Buying Decision Process7-2 Types of Consumer Decision Making and Level of Involvement7-3 Situational Influences on the Buying Decision Process7-4 Psychological Influences on the Buying Decision Process7-5 Social Influences on the Buying Decision Process7-6 Consumer MisbehaviorSummaryImportant TermsDiscussion and Review QuestionsDeveloping Your Marketing PlanVideo Case 7.1: How Ford Drives Future InnovationCase 7.2: Campbell’s Soup Company Cooks Up New MarketingChapter 8: Business Markets and Buying Behavior8-1 Business Markets8-2 Using the North American Industry Classification System to Identify and Assess Business Customer8-3 Dimensions of Marketing to Business Customers8-4 Business Buying Decisions8-5 Reliance on the Internet and Other TechnologySummaryImportant TermsDiscussion and Review QuestionsDeveloping Your Marketing PlanVideo Case 8.1: Will Apple Pay Pay Off for Retailers?Case 8.2: Salesforce.com Uses Dreamforce to Reach Business CustomersChapter 9: Reaching Global Markets9-1 The Nature of Global Marketing Strategy9-2 Environmental Forces in Global Markets9-3 Regional Trade Alliances, Markets, and Agreements9-4 Modes of Entry into International Markets9-5 Global Organizational Structures9-6 Customization versus Globalization of International Marketing MixesSummaryImportant TermsDiscussion and Review QuestionsDeveloping Your Marketing PlanVideo Case 9.1: Alibaba and Global E-Commerce: Should Amazon Be Afraid?Case 9.2: Netflix Stream Becomes a Global RiverChapter 10: Digital Marketing and Social Networking10-1 Defining Digital Marketing10-2 Growth and Benefits of Digital Marketing10-3 Types of Consumer-Generated Marketing and Digital Media10-4 Monitoring Digital Media Behaviors of Consumers10-5 E-Marketing Strategy10-6 Ethical and Legal IssuesSummaryImportant TermsDiscussion and Review QuestionsDeveloping Your Marketing PlanVideo Case 10.1: Zappos Runs with Social MediaCase 10.2: Dollar Shave Club Faces Sharp CompetitionStrategic Case 4: Need a Place to Stay? InterContinental Hotels Group Has One Just for YouPart 5: Product DecisionsChapter 11: Product Concepts, Branding, and Packaging11-1 What Is a Product?11-2 Classifying Products11-3 Product Line and Product Mix11-4 Product Life Cycles and Marketing Strategies11-5 Product Adoption Process11-6 Branding11-7 Packaging11-8 LabelingSummaryImportant TermsDiscussion and Review QuestionsDeveloping Your Marketing PlanVideo Case 11.1: Impossible Foods Cooks Up Meatless Burgers in Silicon ValleyCase 11.2: Hilton Worldwide Expands to New Brands and New MarketsChapter 12: Developing and Managing Products12-1 Managing Existing Products12-2 Developing New Products12-3 Product Differentiation through Quality, Design, and Support Services12-4 Product Positioning and Repositioning12-5 Product Deletion12-6 Organizing to Develop and Manage ProductsSummaryImportant TermsDiscussion and Review QuestionsDeveloping Your Marketing PlanVideo Case 12.1: Cutting Edge Quality: Cutco “Knives for Life”Case 12.2: Quesalupa! Crunchy and All That Cheese from Taco BellChapter 13: Services Marketing13-1 The Growth and Importance of Services13-2 Characteristics of Services13-3 Developing and Managing Marketing Mixes for Services13-4 Service Quality13-5 Nonprofit MarketingSummaryImportant TermsDiscussion and Review QuestionsDeveloping Your Marketing PlanVideo Case 13.1: Mike Boyle’s Services Are Not for EveryoneCase 13.2: FedEx Courts Customers with Convenience, Not Just SpeedStrategic Case 5: Nike Runs the Innovation Race Every DayPart 6: Distribution DecisionsChapter 14: Marketing Channels and Supply Chain Management14-1 Foundations of the Supply Chain14-2 The Role of Marketing Channels in Supply Chains14-3 Intensity of Market Coverage14-4 Strategic Issues in Marketing Channels14-5 Logistics in Supply Chain Management14-6 Legal Issues in Channel ManagementSummaryImportant TermsDiscussion and Review QuestionsDeveloping Your Marketing PlanVideo Case 14.1: The Cocoa Exchange’s Sweet Spot in the Supply ChainCase 14.2: ADM: The Link from Farm to TableChapter 15: Retailing, Direct Marketing, and Wholesaling15-1 Retailing15-2 Online Retailing15-3 Brick-and-Mortar Retailers15-4 Strategic Issues in Retailing15-5 Direct Marketing, Direct Selling, and Vending15-6 WholesalingSummaryImportant TermsDiscussion and Review QuestionsDeveloping Your Marketing PlanVideo Case 15.1: Rebecca Minkoff’s Cutting-Edge Retail TechnologyCase 15.2: Lowe’s Taps Technology for Retailing EdgeStrategic Case 6: Gelson’s Markets-Where Superior Quality Meets ConveniencePart 7: Promotion DecisionsChapter 16: Integrated Marketing Communications16-1 The Nature of Integrated Marketing Communications16-2 Promotion and the Communication Process16-3 The Role and Objectives of Promotion16-4 The Promotion Mix16-5 Selecting Promotion Mix Factors16-6 The Impact of Word-of-Mouth Communications on Promotion16-7 Product Placement as Promotion16-8 Criticisms and Defenses of PromotionSummaryImportant TermsDiscussion and Review QuestionsDeveloping Your Marketing PlanVideo Case 16.1: Napoletana: Taking a Bite at WOM PromotionCase 16.2: Picture Perfect: The Success of Product PlacementChapter 17: Advertising and Public Relations17-1 The Nature and Types of Advertising17-2 Developing an Advertising Campaign17-3 Who Develops the Advertising Campaign?17-4 Public Relations17-5 Public Relations Tools17-6 Evaluating Public Relations EffectivenessSummaryImportant TermsDiscussion and Review QuestionsDeveloping Your Marketing PlanVideo Case 17.1: Scripps Networks Interactive: An Expert at Connecting Advertisers with ProgrammingCase 17.2: The Rise of Native AdvertisingChapter 18: Personal Selling and Sales Promotion18-1 The Nature and Goals of Personal Selling18-2 Steps of the Personal Selling Process18-3 Types of Salespeople18-4 Team Selling and Relationship Selling18-5 Sales Force Management18-6 Sales Promotion18-7 Consumer Sales Promotion Methods18-8 Trade Sales Promotion MethodsSummaryImportant TermsDiscussion and Review QuestionsDeveloping Your Marketing PlanVideo Case 18.1: Nederlander Gives Audiences a Reason for a Standing OvationCase 18.2: Salesforce.com Sold on Stakeholder SatisfactionStrategic Case 7: Patagonia Climbs into the World of IMCPart 8: Pricing DecisionsChapter 19: Pricing Concepts19-1 The Importance of Price in Marketing19-2 Price and Nonprice Competition19-3 Demand Curves and Price Elasticity19-4 Demand, Cost, and Profit Relationships19-5 Factors That Affect Pricing Decisions19-6 Pricing for Business MarketsSummaryImportant TermsDiscussion and Review QuestionsDeveloping Your Marketing PlanVideo Case 19.1: Louis Vuitton Bags the Value ShopperCase 19.2: CVS: Continuous Value StrategyChapter 20: Setting Prices20-1 Development of Pricing Objectives20-2 Assessment of the Target Market’s Evaluation of Price20-3 Evaluation of Competitors’ Prices20-4 Selection of a Basis for Pricing20-5 Selection of a Pricing Strategy20-6 Determination of a Specific PriceSummaryImportant TermsDiscussion and Review QuestionsDeveloping Your Marketing PlanVideo Case 20.1: Warby Parker Puts Affordable Eyewear in FocusCase 20.2: Norwegian Air Shuttle Continues to Climb with Low Costs and Low PricesStrategic Case 8: To Rent or to Own? That Is the QuestionGlossaryEndnotesFeature NotesName IndexOrganization IndexSubject Index