Marketing, 6th Student Edition

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Overview

Burrow's MARKETING, 6th Edition, teaches students marketing technologies and practices for their personal goals and future careers, identifying and analyzing marketing applications to formulate plans for business ventures. This marketing approach aligns with foundations and functions required to market goods, services and ideas to consumers. Crucial skills for marketing, professional development, customer service and digital marketing strategies are emphasized, allowing students to stay updated with industry trends, knowledge and tools to leverage social media as a marketing platform. Chapters feature real-life examples and case studies related to marketing strategies, illustrating how students are learning to connect to the business world. DECA Winning Edge features empower students to practice their knowledge and skills, compete in DECA competitive events and prepare for the workplace.

Author

James L. Burrow

James L. Burrow, Ph.D., has a background in marketing and human resource development. He works regularly with the business community and other organizations as a consultant on marketing and performance improvement strategies including the use of the Internet as an education and training resource. He recently retired from the faculty of North Carolina State University, where he served as the coordinator of the graduate Training and Development Program for over fifteen years. Dr. Burrow received degrees from the University of Northern Iowa and the University of Nebraska in marketing and marketing education.

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Table of Contents

1. MARKETING TODAY AND TOMORROW.
What is Marketing? Business Needs Marketing. The Marketing Concept. The Changing Role of Marketing. DECA Prep Marketing Communications Series Event.
2. SOCIALLY RESPONSIBLE MARKETING.
The Impact of Marketing. Criticisms of Marketing. Marketing and Social Responsibility. DECA Prep Apparel and Accessories Marketing Series Event.
3. THE ECONOMIC BASIS FOR MARKETING.
Scarcity and Private Enterprise. The Law of Supply and Demand. Types of Economic Competition. Economic Utility. DECA Prep Food Marketing Series Event.
4. MARKETING BASICS.
Changes in Today’s Marketing. Plan a Marketing Strategy. Consumers and Competitors. The Varied Role of Marketing. DECA Prep Business Solutions Project Event.
5. MARKETING BEGINS WITH CONSUMERS.
Understand Consumer Behavior. What Motivates Buyers? Influence Consumer Decisions. DECA Prep Automotive Services Marketing Individual Series Event.
6. MARKETING INFORMATION AND RESEARCH.
Understand the Need for Marketing Information. Find and Manage Marketing Information. Use Marketing Research. Collect Primary Data. DECA Prep Buying and Merchandising Operations Research Event.
7. COMPETITION IS EVERYWHERE.
Focus on Market Segments. Position for Competitive Advantage. Compete for Market Segments. Learn about the Competition. DECA Prep Sports and Entertainment Marketing Team Decision Making Event.
8. SOCIAL MEDIA AND E-COMMERCE.
Technology, the Internet, and E-Commerce. The Emergence of Social Media. Social Media as a Marketing Tool. DECA Prep Buying and Merchandising Team Decision Making Event.
9. DEVELOP A MARKETING STRATEGY AND MARKETING PLAN.
Elements of a marketing Strategy. Marketing Mix Alternatives. Consumer Purchase Classifications. Marketing Planning. DECA Prep International Business Plan Event.
10. DEVELOP SUCCESSFUL PRODUCTS.
Start with a Product. Components of the Product Mix. Products for Consumers and Businesses. New Product Development. DECA Prep Sales Project.
11. SERVICES NEED MARKETING.
What Are Services? Classify Services and Evaluate Quality. Develop a Service Marketing Mix. DECA Prep Hotel and Lodging Management Series Event.
12. BUSINESS-TO-BUSINESS MARKETING.
Business-to-Business Exchanges. Make Business Purchase Decisions. Business Purchasing Procedures. Retail Purchasing. DECA Prep Retail Merchandising Series Event.
13. DISTRIBUTION.
Marketing Through Distribution. Distribution Channels. The Role of Wholesaling. The Role of Retailing. Physical Distribution. DECA Prep Quick-Serve Restaurant Management Series Event.
14. DETERMINE THE BEST PRICE.
The Economics of Price Decisions. Develop Pricing Procedures. Pricing Based on Market Conditions. DECA Prep Hospitality and Tourism Operations Research Event.
15. PROMOTION.
Promotion Is a Form of Communication. Types of Promotion. The Promotional Plan. DECA Prep Community Giving Project.
16. ADVERTISING.
What Is Advertising? Plan Advertising. Create and Evaluate Advertising. DECA Prep Integrated Marketing Campaign Event.
17. SELLING.
The Value of Selling. Prepare for Effective Selling. The Selling Process and Sales Support. DECA Prep Professional Selling Event.
18. MARKETING IN A GLOBAL ECONOMY.
The Expanding World Economy. International Ventures. Understand International Markets. DECA Prep Food Marketing Individual Series Event.
19. MANAGE RISK.
Assess Business Risks. Identify Marketing Risks. Manage Marketing Risks. DECA Prep Business Services Marketing Series Event.
20. MARKETING AND FINANCE.
Marketing Affects Business Finances. Tools for Financial Planning. Budget for Marketing Activities. DECA Prep Financial Services Team Decision Making Event.
21. ENTREPRENEURSHIP AND MARKETING.
Understand Entrepreneurship. Business Ownership. The Business Plan. DECA Prep Start Up Business Plan Event.
22. TAKE CONTROL WITH MANAGEMENT.
The Functions of Management. Manage with a Marketing Plan. The Marketing Manager Role. DECA Prep Community Awareness Project.
23. PLAN YOUR FUTURE IN MARKETING.
Marketing Jobs and Careers. Marketing Education and Career Paths. Career Planning. DECA Prep Restaurant and Food Service Management Series Event.

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Teacher Supplements

Cengage Testing, powered by Cognero® Instant Access

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Instructor's Companion Website

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The Instructor's Companion Website for Burrow's MARKETING, includes many helpful tools for teaching and learning, including a Teacher’s Resource Guide, a Solution and Answer Guide, PowerPoint ® presentations, Correlations to YouScience ® (Precision Exam) Industry Certification Exam Standards, T... more

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Student Supplements

Marketing, 6th K12 MindTap (1-year access)

9798214101613 $40.00

Our online learning solutions are designed to achieve better results. By increasing student engagement, improving teacher productivity and using assessment to enable differentiation, we support growth. With Burrow's MARKETING, K12 MindTap (1-year access), our online solution goes fu... more

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Marketing, 6th K12 MindTap (6-year access)

9798214101668 $159.00

Our online learning solutions are designed to achieve better results. By increasing student engagement, improving teacher productivity and using assessment to enable differentiation, we support growth. With Burrow's MARKETING, K12 MindTap (6-year access), our online solution goes fu... more

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Marketing, 6th Student Edition

Overview

James L. Burrow