|
|
|
●In-Class Activities: These activities are designed to engage students in discussions with the instructor and fellow students. They involve individual and group activities, marketing research methods (surveys, focus groups, and online resources), brainstorming exercises, out-of-class assignments, and personal observations/write-ups. Each activity illustrates a concept from the textbook and typically involves 5 to 15 minutes of in-class time.
●Building Your Marketing Plan. The Building Your Marketing Plan guides at the end of each chapter are based on the format of the Marketing Plan presented in Appendix A. On the basis of self-study or as part of a course assignment, students can use the activities to organize interactions with businesses to build a marketing plan. Students and employers often suggest that a well-written plan in a student's portfolio is an asset in today's competitive job interviews. In Section V of the Instructor's Manual is a comprehensive set of resources to assist instructors in assigning and evaluating student marketing plan assignments.
●Interactive Web Page and Blog: (www.kerinmarketing.com) The blog provides articles on current marketing topics for instructors and students. These short articles include videos, websites, synopses, and a classroom discussion guides so instructors can emphasize the practical aspects of marketing and help students develop professional marketing skills
●Chapter 19: Using Social Media to Connect with Consumers: Marketing features a dedicated chapter for social media marketing, which is a new environment that is rapidly growing and changing. The authors cover the building blocks of social media marketing and provide interesting, thorough, and relevant content and examples. The authors discuss major social media platforms like Facebook, Twitter, LinkedIn, YouTube, and Pinterest. They also explain how brand managers and companies can use these social networks to develop marketing actions to accomplish their marketing objectives. Also discussed in Chapter 19 are marketing metrics that are used to measure a company's success with social media marketing. This chapter is one reason why Marketing 12e is on the cutting-edge of marketing education.
作者簡介
Roger A. Kerin
現職：Southern Methodist University
Lau Geok Theng
現職：National University of Singapore
Steven W. Hartley
現職：University of Denver
William Rudelius
現職：University of Minnesota
PART I: INITIATING THE MARKETING PROCESS
Ch 1 Creating Customer Relationships and Value through Marketing
Ch 2 Developing Successful Organizational and Marketing Strategies
Ch 3 Scanning the Marketing Environment
Ch 4 Ethical and Social Responsibility in Marketing
PART II: UNDERSTANDING BUYERS AND MARKETS
Ch 5 Understanding Consumer Behavior
Ch 6 Understanding Organizations as Customers
Ch 7 Understanding and Reaching Global Consumers and Markets
PART III: TARGETING MAREKETING OPPORTUNITIES
Ch 8 Marketing Research: From Customer Insights to Actions
Ch 9 Market Segmentation, Positioning and Forecasting Markets
PART IV: SATISFYING MARKETING OPPORTUNITIES
Ch10 Developing New Products and Services
Ch11 Managing Products, and Brands
Ch12 Services Marketing
Ch13 Building the Price Foundation
Ch14 Arriving at the Final Price
Ch15 Managing Marketing Channels and Supply Chains
Ch16 Retailing and Wholesaling
Ch17 Integrated Marketing Communications and Direct Marketing
Ch18 Advertising, Sales Promotion, and Public Relations
Ch19 Using Social Media to Connect with Consumers
Ch20 Personal Selling and Sales Management
PART V: MANAGING THE MARKETING PROCESS
Ch21 Implementing Interactive and Multichannel Marketing
Ch22 Pulling It All Together: The Strategic Marketing Process
