Principles of Marketing
Dr. Maria Gomez Albrecht
This audiobook is narrated by a digital voice.
This audiobook recording was created from the January 2024 web version of Principles of Marketing by OpenStax. It may be more up-to-date than the textbook published in 2023.
Principles of Marketing is designed to meet the scope and sequence for a one-semester marketing course for undergraduate business majors and minors. Principles of Marketing provides a solid grounding in the core concepts and frameworks of marketing theory and analysis so that business students interested in a major or minor in marketing will also be prepared for more rigorous, upper-level elective courses. Concepts are further reinforced through detailed, diverse, and realistic company and organization scenarios and examples from various industries and geographical locations. To illuminate the meaningful applications and implications of marketing ideas, the book incorporates a modern approach providing connections between topics, solutions, and real-world problems. Principles of Marketing is modular, allowing flexibility for courses with varied learning outcomes and coverage.
This audio textbook is produced by AudibleClassroom.com, an OpenStax Technology Partner.
This is an adaptation of Principles of Marketing by OpenStax. You can access the textbook as pdf for free at openstax.org. Minor editorial changes were made to ensure a better listening experience. This is an open educational resources (OER) textbook for university and college students. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution 4.0 International License.
Duration - 23h 39m.
Author - Dr. Maria Gomez Albrecht.
Narrator - Digital Voice Maxwell G.
Published Date - Thursday, 09 January 2025.
Copyright - © 2024 Rice University ©.
Location:
United States
Networks:
Dr. Maria Gomez Albrecht
Digital Voice Maxwell G
OpenStax Audiobooks
Audio Textbooks
English Audiobooks
Findaway Audiobooks
Description:
This audiobook is narrated by a digital voice. This audiobook recording was created from the January 2024 web version of Principles of Marketing by OpenStax. It may be more up-to-date than the textbook published in 2023. Principles of Marketing is designed to meet the scope and sequence for a one-semester marketing course for undergraduate business majors and minors. Principles of Marketing provides a solid grounding in the core concepts and frameworks of marketing theory and analysis so that business students interested in a major or minor in marketing will also be prepared for more rigorous, upper-level elective courses. Concepts are further reinforced through detailed, diverse, and realistic company and organization scenarios and examples from various industries and geographical locations. To illuminate the meaningful applications and implications of marketing ideas, the book incorporates a modern approach providing connections between topics, solutions, and real-world problems. Principles of Marketing is modular, allowing flexibility for courses with varied learning outcomes and coverage. This audio textbook is produced by AudibleClassroom.com, an OpenStax Technology Partner. This is an adaptation of Principles of Marketing by OpenStax. You can access the textbook as pdf for free at openstax.org. Minor editorial changes were made to ensure a better listening experience. This is an open educational resources (OER) textbook for university and college students. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution 4.0 International License. Duration - 23h 39m. Author - Dr. Maria Gomez Albrecht. Narrator - Digital Voice Maxwell G. Published Date - Thursday, 09 January 2025. Copyright - © 2024 Rice University ©.
Language:
English
Opening Credits
Duration:00:00:26
Preface
Duration:00:01:30
Unit 1: Setting the Stage
Duration:00:00:59
Chapter 1: Marketing and Customer Value
Duration:00:03:52
1.1 Marketing and the Marketing Process
Duration:00:17:54
1.2 The Marketing Mix and the 4Ps of Marketing
Duration:00:07:37
1.3 Factors Comprising and Affecting the Marketing Environment
Duration:00:14:48
1.4 Evolution of the Marketing Concept
Duration:00:05:48
1.5 Determining Consumer Needs and Wants
Duration:00:07:22
1.6 Customer Relationship Management (CRM)
Duration:00:06:43
1.7 Ethical Marketing
Duration:00:06:54
Chapter Summary
Duration:00:01:26
Key Terms
Duration:00:07:45
Chapter 2: Strategic Planning in Marketing
Duration:00:01:52
2.1 Developing a Strategic Plan
Duration:00:19:16
2.2 The Role of Marketing in the Strategic Planning Process
Duration:00:22:59
2.3 Purpose and Structure of the Marketing Plan
Duration:00:26:13
2.4 Marketing Plan Progress Using Metrics
Duration:00:18:12
2.5 Ethical Issues in Developing a Marketing Strategy
Duration:00:09:10
Chapter Summary
Duration:00:01:43
Key Terms
Duration:00:04:34
Unit 2: Understanding the Marketplace
Duration:00:00:42
Chapter 3: Consumer Markets and Purchasing Behavior
Duration:00:02:06
3.1 Understanding Consumer Markets and Buying Behavior
Duration:00:07:20
3.2 Factors That Influence Consumer Buying Behavior
Duration:00:36:20
3.3 The Consumer Purchasing Decision Process
Duration:00:09:09
3.4 Ethical Issues in Consumer Buying Behavior
Duration:00:07:36
Chapter 4: Business Markets and Purchasing Behavior
Duration:00:01:51
4.1 The Business-to-Business (B2B) Market
Duration:00:06:50
4.2 Buyers and Buying Situations in a B2B Market
Duration:00:17:47
4.3 Major Influences on B2B Buyer Behavior
Duration:00:09:18
4.4 Stages in the B2B Buying Process
Duration:00:06:38
4.5 Ethical Issues in B2B Marketing
Duration:00:09:25
Chapter 5: Market Segmentation, Targeting, and Positioning
Duration:00:02:32
5.1 Market Segmentation and Consumer Markets
Duration:00:22:02
5.2 Segmentation of B2B Markets
Duration:00:11:41
5.3 Segmentation of International Markets
Duration:00:14:49
5.4 Essential Factors in Effective Market Segmentation
Duration:00:02:26
5.5 Selecting Target Markets
Duration:00:13:02
5.6 Product Positioning
Duration:00:12:14
5.7 Ethical Concerns and Target Marketing
Duration:00:09:35
Chapter 6: Marketing Research and Market Intelligence
Duration:00:02:24
6.1 Marketing Research and Big Data
Duration:00:08:14
6.2 Sources of Marketing Information
Duration:00:05:37
6.3 Steps in a Successful Marketing Research Plan
Duration:00:34:04
6.4 Ethical Issues in Marketing Research
Duration:00:07:22
Chapter 7: Marketing in a Global Environment
Duration:00:02:58
7.1 The Global Market and Advantages of International Trade
Duration:00:12:35
7.2 Assessment of Global Markets for Opportunities
Duration:00:23:58
7.3 Entering the Global Arena
Duration:00:06:52
7.4 Marketing in a Global Environment
Duration:00:07:43
7.5 Ethical Issues in the Global Marketplace
Duration:00:06:43
Chapter 8: Marketing in a Diverse Marketplace
Duration:00:04:19
8.1 Strategic Marketing: Standardization versus Adaptation
Duration:00:07:13
8.2 Diversity and Inclusion Marketing
Duration:00:24:46
8.3 Multicultural Marketing
Duration:00:15:15
8.4 Marketing to Hispanic, Black, and Asian Consumers
Duration:00:20:48
8.5 Marketing to Sociodemographic Groups
Duration:00:16:20
8.6 Ethical Issues in Diversity Marketing
Duration:00:10:24
Unit 3: Product, Promotion, Price, and Place
Duration:00:00:27
Chapter 9: Products: Consumer Offerings
Duration:00:03:28
9.1 Products, Services, and Experiences
Duration:00:10:18
9.2 Product Items, Product Lines, and Product Mixes
Duration:00:05:27
9.3 The Product Life Cycle
Duration:00:04:01
9.4 Marketing Strategies at Each Stage of the Product Life Cycle
Duration:00:07:02
9.5 Branding and Brand Development
Duration:00:13:02
9.6 Forms of Brand Development, Brand Loyalty, and Brand Metrics
Duration:00:08:36
9.7 Creating Value through Packaging and Labeling
Duration:00:05:22
9.8 Environmental Concerns Regarding Packaging
Duration:00:03:26
9.9 Ethical Issues in Packaging
Duration:00:02:18
Chapter 10: Maintaining a Competitive Edge with New Offerings
Duration:00:02:18
10.1 New Products from a Customer’s Perspective
Duration:00:12:37
10.2 Stages of the New Product Development Process
Duration:00:12:48
10.3 The Use of Metrics in Evaluating New Products
Duration:00:03:56
10.4 Factors Contributing to the Success or Failure of New Products
Duration:00:10:59
10.5 Stages in the Consumer Adoption Process for New Products
Duration:00:09:06
10.6 Ethical Considerations in New Product Development
Duration:00:05:18
Chapter 11: Services: The Intangible Product
Duration:00:01:36
11.1 Classification of Services
Duration:00:16:37
11.2 The Service-Profit Chain Model and the Service Marketing Triangle
Duration:00:16:54
11.3 The Gap Model of Service Quality
Duration:00:12:46
11.4 Ethical Considerations in Providing Services
Duration:00:04:56
Chapter 12: Pricing Products and Services
Duration:00:02:18
12.1 Pricing and Its Role in the Marketing Mix
Duration:00:18:16
12.2 The Five Critical Cs of Pricing
Duration:00:05:58
12.3 The Five-Step Procedure for Establishing Pricing Policy
Duration:00:21:18
12.4 Pricing Strategies for New Products
Duration:00:03:54
12.5 Pricing Strategies and Tactics for Existing Products
Duration:00:05:26
12.6 Ethical Considerations in Pricing
Duration:00:07:06
Chapter 13: Integrated Marketing Communications
Duration:00:04:10
13.1 The Promotion Mix and Its Elements
Duration:00:23:54
13.2 The Communication Process
Duration:00:07:57
13.3 Integrated Marketing Communications
Duration:00:05:49
13.4 Steps in the IMC Planning Process
Duration:00:21:19
13.5 Ethical Issues in Marketing Communication
Duration:00:06:50
Chapter 14: The Promotion Mix: Advertising and Public Relations
Duration:00:02:20
14.1 Advertising in the Promotion Mix
Duration:00:04:52
14.2 Major Decisions in Developing an Advertising Plan
Duration:00:15:45
14.3 The Use of Metrics to Measure Advertising Campaign Effectiveness
Duration:00:04:50
14.4 Public Relations and Its Role in the Promotion Mix
Duration:00:09:30
14.5 The Advantages and Disadvantages of Public Relations
Duration:00:05:02
14.6 Ethical Concerns in Advertising and Public Relations
Duration:00:07:00
Chapter 15: The Promotion Mix: Personal Selling and Sales Promotion
Duration:00:03:17
15.1 Personal Selling and Its Role in the Promotion Mix
Duration:00:03:28
15.2 Classifications of Salespeople Involved in Personal Selling
Duration:00:09:59
15.3 Steps in the Personal Selling Process
Duration:00:13:09
15.4 Management of the Sales Force
Duration:00:17:29
15.5 Sales Promotion and Its Role in the Promotion Mix
Duration:00:06:49
15.6 Main Types of Sales Promotion
Duration:00:11:02
15.7 Ethical Issues in Personal Selling and Sales Promotion
Duration:00:09:09
Chapter 16: Direct, Online, Social Media, and Mobile Marketing
Duration:00:02:24
16.1 Traditional Direct Marketing
Duration:00:27:39
16.2 Social Media and Mobile Marketing
Duration:00:24:41
16.3 Metrics Used to Evaluate the Success of Online Marketing
Duration:00:14:25
16.4 Ethical Issues in Digital Marketing and Social Media
Duration:00:06:27
Chapter 17: Distribution: Delivering Customer Value
Duration:00:02:02
17.1 The Use and Value of Marketing Channels
Duration:00:15:40
17.2 Types of Marketing Channels
Duration:00:13:05
17.3 Factors Influencing Channel Choice
Duration:00:14:01
17.4 Managing the Distribution Channel
Duration:00:09:45
17.5 The Supply Chain and Its Functions
Duration:00:05:38
17.6 Logistics and Its Functions
Duration:00:09:22
17.7 Ethical Issues in Supply Chain Management
Duration:00:03:29
Chapter 18: Retailing and Wholesaling
Duration:00:02:32
18.1 Retailing and the Role of Retailers in the Distribution Channel
Duration:00:12:43
18.2 Major Types of Retailers
Duration:00:15:33
18.3 Retailing Strategy Decisions
Duration:00:16:08
18.4 Recent Trends in Retailing
Duration:00:07:05
18.5 Wholesaling
Duration:00:08:35
18.6 Recent Trends in Wholesaling
Duration:00:05:39
18.7 Ethical Issues in Retailing and Wholesaling
Duration:00:05:05
Chapter 19: Sustainable Marketing: The New Paradigm
Duration:00:03:24
19.1 Sustainable Marketing
Duration:00:06:15
19.2 Traditional Marketing versus Sustainable Marketing
Duration:00:03:18
19.3 The Benefits of Sustainable Marketing
Duration:00:07:24
19.4 Sustainable Marketing Principles
Duration:00:03:57
19.5 Purpose-Driven Marketing
Duration:00:04:00
Closing Credits
Duration:00:00:11