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Students will review:
In this chapter, you'll learn the answers to questions including:
- What is marketing, and how is it used to communicate with consumers?
- What are the unique roles played by marketing orientations, production and sales?
- What is meant by business and marketing ethics?
- What is the difference between the two main theories of corporate social responsibility?
- What accounts for the growth in cause-related marketing?
1. Introduction to Marketing: Definition and Applications
In this introductory video lesson on marketing, you'll learn what marketing is, how it's used to reach consumers and why it's important to businesses. You'll also see how exchange is related to marketing.
2. Market Orientation and Sales Orientation: Definition and Differences
You will learn the different ways an organization can focus their internal strengths. You will understand the five main differences between a sales and market orientation.
3. Ethical Behavior in Marketing: What Are Marketing Ethics?
Watch our lesson to learn the definition of ethics and how it relates to business and marketing. You will also learn about the idea of ethical business behavior.
4. Business Ethics: Corporate Social Responsibility
Now that companies are concerned with society's welfare, corporate social responsibility is a controversial topic. In this lesson, learn the two theories of social responsibility and the arguments for and against the practice.
5. Ethics and Cause-Related Marketing
Do you avoid a specific store entrance when people are collecting money for charity outside? In this video, you will learn more about social responsibility and, specifically, the growth of cause-related marketing.
6. The 5 C's of Marketing
Businesses are always seeking smart approaches for marketing their products, and one tool is particularly helpful in finding such approaches: the 5 C's of marketing. Read on to learn more about the 5 C's of marketing.
7. Mass Customization in Marketing: Definition, Benefits & Examples
Businesses are pushing every day to find ways to achieve mass customization in marketing. We will explore what this means, the benefits, and some examples. Finally, you can test your knowledge with a quiz.
8. Merchandising Business: Definition & Examples
This lesson explores the exciting world of merchandising businesses. Merchandising businesses are explained and many examples of merchandisers are provided.
9. Method of Communication in Business: Different Types, Overview
Learn the different types of communication in business and the advantages and disadvantages of each. Find out which types work best in different scenarios and why mastering more than one type is important.
10. Need Recognition in Marketing: Definition & Explanation
Need recognition is not only an important concept in consumer buying behavior but also in marketing. In this lesson, you'll learn about need recognition and related marketing concepts.
11. Net Sales: Definition & Formula
Net sales is a critical number in a company's financial evaluation that managers need in order to make critical decisions about the future of the business. This lesson will explain the numbers that affect net sales and the net sales calculation.
12. New-to-the-World Products: Examples & Overview
There really are few things that are new under the sun. In this lesson, you'll learn about new-to-the-world products, including some related concepts as well as some examples.
13. Sales Maximization Theory
Have you ever wondered why businesses mark up their prices so much instead of just selling more? If so, you may want to learn about sales maximization. Let's take a look at this business approach and some of its pros and cons.
14. Segmentation Variables in Marketing: Definition & Examples
Market segmentation is a method used by marketers to help identify the most profitable customers for their product or service. You will learn four approaches to market segmentation that include demographic, geographic, psychographic, and behavioral.
15. Stealth Marketing: Definition & Examples
In this age of blatant consumerism, we are bombarded with advertisement everywhere we look. Marketers sometimes employ a questionable marketing tactic known as stealth marketing. Let's take a closer look at some of the stealth marketing techniques in use today.
16. What Is Arbitrage? - Definition & Example
In this lesson we will learn about arbitrage. We will discuss the law of one price and examine examples of arbitrage opportunities. We will then conclude the lesson with a summary and a quiz.
17. What Is Brand Equity? - Definition, Components & Measurement
In this lesson, we'll be looking at brand equity, which is a critical component to building a business. After the lesson, you can test your knowledge with a short quiz.
18. What Is Brand Strategy? - Definition, Examples & Development
What makes a product like Coca-Cola an iconic brand? How is it so well known that people around the world instantly recognize and buy it? A big part of the answer is found in its brand strategy. Learn about the components of a brand strategy and how to formulate one.
19. What Is Ethnographic Research in Marketing? - Definition, Methods & Examples
Ethnographic research is usually something conducted by anthropologists and social scientists, but now marketing executives are taking notice. In this lesson, you'll learn what ethnography is and how it's used to understand consumers.
20. What Is Franchising? - Definition & Explanation
In this lesson. you'll learn about franchising, a common entrepreneurial strategy in which an individual manages his or her own location of a larger company - with strings attached. After the lesson, you can test your understanding with a short quiz.
21. What Is Guerrilla Marketing? - Definition, Strategies & Examples
In this lesson, we will discuss what guerrilla marketing is and why it is so different from traditional marketing efforts. We will also review some strategies for creating this type of marketing.
22. What is Mass Marketing? - Definition, Advantages & Examples
Mass marketing is the advertising or promotion of a product, good or service to a wide variety of audiences with the expectation of appealing to as many people as possible. In this lesson, you will learn what mass marketing is and its advantages.
23. What is Telemarketing? - Definition, Examples & Laws
Telemarketing is a very common and widely used method of contacting potential customers. There are some important laws regulating telemarketing that companies are responsible for learning and following. Learn about them in this lesson.
24. What is Viral Marketing? - Definition, Techniques & Examples
This lesson discusses viral marketing and offers techniques that make a campaign go viral. Examples of effective viral marketing campaigns and messages are included.
25. What is Pragmatic Marketing? - Definition & Methodology
This lesson provides a definition of pragmatic marketing as a marketing technique that helps companies create new products and services. We'll also analyze the methodologies in this technique.
26. What is Thought Leadership? - Definition & Examples
There are many different types of leadership found in companies. This lesson will take a look at thought leadership, define it, and provide examples of it.
27. Face-to-Face Customer Service: Definition & Examples
While online and over-the-phone customer service are all the rage, face-to-face customer service is making a comeback. In this lesson, we'll define exactly what that is, and look at a few examples of companies embracing it.
28. Customer Delight: Definition & Examples
How do you move beyond satisfaction to utter delight? In this lesson, we'll take a look at how businesses can wow their customers into customer delight, and we'll check out a few examples of brands already doing it.
29. What is a Customer Experience Pyramid?
If your brand isn't meeting needs and making buying easy and memorable, you're not following the pyramid! In this lesson, we'll discuss the customer experience pyramid and how it relates to your buyers.
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Other chapters within the Principles of Marketing: Help and Review course
- Competitive Advantage: Help and Review
- The Marketing Environment: Help and Review
- International Marketplace: Help and Review
- Consumer Decision Making: Help and Review
- Business Marketing and Marketing Research: Help and Review
- Segmentation and Product Marketing: Help and Review
- Managing a Product and Retailing: Help and Review
- Services Marketing: Tutoring Solution
- Promotion, Advertising and Public Relations: Help and Review
- Selling and Pricing Strategy: Help and Review
- Marketing & Promotion
- Small Business Marketing Strategies