Table of Contents
ix
Chapter 11 Competition . . . . . . . . . . . . . 206
Section 11.1 Economics of Competition . . 208
Section 11.2 Identify the Competition . . 212
Special Features
Social Media . . . . . . . . . . . . . . . . . 210
Case in Point . . . . . . . . . . . . . . . . . 214
Marketing Ethics . . . . . . . . . . . . . . 217
Exploring Careers . . . . . . . . . . . . . 218
Chapter Review and Assessment
Chapter Summary. . . . . . . . . . . . . . 219
Review Your Knowledge . . . . . . . . . 219
Apply Your Knowledge. . . . . . . . . . . 220
College and Career Readiness. . . . 221
Teamwork . . . . . . . . . . . . . . . . . . . . 222
Chapter 12 Targeting a Market . . . . . . . 222
Section 12.1 Identify the Market . . . . . . 224
Section 12.2 Segment the Market . . . . . 228
Special Features
College and Career Portfolio . . . . . 226
Green Marketing . . . . . . . . . . . . . . 231
Case in Point . . . . . . . . . . . . . . . . . 234
Chapter Review and Assessment
Chapter Summary. . . . . . . . . . . . . . 237
Review Your Knowledge . . . . . . . . . 237
Apply Your Knowledge. . . . . . . . . . . 238
College and Career Readiness. . . . 239
Teamwork . . . . . . . . . . . . . . . . . . . . 239
Chapter 13 Business-to-Consumer (B2C)
Marketing . . . . . . . . . . . . . . . 240
Section 13.1 Infl uences on Consumer
Purchasing. . . . . . . . . . . . . . . . . . . . . . 242
Section 13.2 Consumer Decisions . . . . . 249
Special Features
Case in Point . . . . . . . . . . . . . . . . . 244
Marketing Ethics . . . . . . . . . . . . . . 246
Social Media . . . . . . . . . . . . . . . . . 247
Exploring Careers . . . . . . . . . . . . . 250
Chapter Review and Assessment
Chapter Summary. . . . . . . . . . . . . . 255
Review Your Knowledge . . . . . . . . . 255
Apply Your Knowledge. . . . . . . . . . . 256
College and Career Readiness. . . . 257
Teamwork . . . . . . . . . . . . . . . . . . . . 257
Chapter 14 Business-to-Business (B2B)
Marketing . . . . . . . . . . . . . . . 258
Section 14.1 Business Customers . . . . . 260
Section 14.2 B2B Buying Decisions . . . 266
Special Features
Case in Point . . . . . . . . . . . . . . . . . 262
College and Career Portfolio . . . . . 263
Green Marketing . . . . . . . . . . . . . . 269
Chapter Review and Assessment
Chapter Summary. . . . . . . . . . . . . . 273
Review Your Knowledge . . . . . . . . . 273
Apply Your Knowledge. . . . . . . . . . . 274
College and Career Readiness. . . . 275
Teamwork . . . . . . . . . . . . . . . . . . . . 275
Unit Review . . . . . . . . . . . . . . . . . . . . . 276
Unit 4
Product Dynamics . . 278
Chapter 15 Products and Services . . . . 280
Section 15.1 What Is Product?. . . . . . . . 282
Section 15.2 Product Planning . . . . . . . . 291
Section 15.3 Product Life Cycles . . . . . . 296
Special Features
Social Media . . . . . . . . . . . . . . . . . 285
Marketing Ethics . . . . . . . . . . . . . . 287
Exploring Careers . . . . . . . . . . . . . . 295
Case in Point . . . . . . . . . . . . . . . . . 298
Chapter Review and Assessment
Chapter Summary. . . . . . . . . . . . . . 301
Review Your Knowledge . . . . . . . . . 301
Apply Your Knowledge. . . . . . . . . . . 302
College and Career Readiness. . . . 303
Teamwork . . . . . . . . . . . . . . . . . . . . 303
Chapter 16 New Product Development . . 304
Section 16.1 New Products . . . . . . . . . . 306
Section 16.2 New Product Development . . 312
Special Features
College and Career Portfolio . . . . . 308
Green Marketing . . . . . . . . . . . . . . . 310
Case in Point . . . . . . . . . . . . . . . . . 314