Principles of Marketing (OpenStax Audio Textbook)
Dr. Maria Gomez Albrecht
This audiobook is narrated by a digital voice.
The OpenStax Principles of Marketing audio textbook is produced by Audileo, an official OpenStax Technology Partner. The audiobook recording has been created from the July 2024 web version of Principles of Marketing by OpenStax.
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 is an adaptation of Principles of Marketing by OpenStax. You can access the textbook as a PDF for free at openstax.org. Minor editorial changes were made to ensure a better listening experience. This is an open educational resource (OER) textbook for university and college students. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution 4.0 International License. For more information, please visit: https://audileo.com.
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
INAudio Audiobooks
Findaway Audiobooks
Description:
This audiobook is narrated by a digital voice. The OpenStax Principles of Marketing audio textbook is produced by Audileo, an official OpenStax Technology Partner. The audiobook recording has been created from the July 2024 web version of Principles of Marketing by OpenStax. 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 is an adaptation of Principles of Marketing by OpenStax. You can access the textbook as a PDF for free at openstax.org. Minor editorial changes were made to ensure a better listening experience. This is an open educational resource (OER) textbook for university and college students. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution 4.0 International License. For more information, please visit: https://audileo.com. 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
Duración:00:00:26
Preface
Duración:00:01:33
Unit 1: Setting the Stage
Duración:00:00:59
Chapter 1: Marketing and Customer Value
Duración:00:03:52
1.1 Marketing and the Marketing Process
Duración:00:18:04
1.2 The Marketing Mix and the 4Ps of Marketing
Duración:00:07:33
1.3 Factors Comprising and Affecting the Marketing Environment
Duración:00:14:47
1.4 Evolution of the Marketing Concept
Duración:00:05:48
1.5 Determining Consumer Needs and Wants
Duración:00:07:22
1.6 Customer Relationship Management (CRM)
Duración:00:06:43
1.7 Ethical Marketing
Duración:00:06:54
Chapter 2: Strategic Planning in Marketing
Duración:00:01:44
2.1 Developing a Strategic Plan
Duración:00:19:16
2.2 The Role of Marketing in the Strategic Planning Process
Duración:00:23:02
2.3 Purpose and Structure of the Marketing Plan
Duración:00:26:15
2.4 Marketing Plan Progress Using Metrics
Duración:00:18:24
2.5 Ethical Issues in Developing a Marketing Strategy
Duración:00:09:09
Chapter Summary
Duración:00:01:43
Chapter Summary
Duración:00:01:43
Key Terms
Duración:00:04:34
Key Terms
Duración:00:04:34
Unit 2: Understanding the Marketplace
Duración:00:00:42
Chapter 3: Consumer Markets and Purchasing Behavior
Duración:00:02:06
3.1 Understanding Consumer Markets and Buying Behavior
Duración:00:07:20
3.2 Factors That Influence Consumer Buying Behavior
Duración:00:36:20
3.3 The Consumer Purchasing Decision Process
Duración:00:09:09
3.4 Ethical Issues in Consumer Buying Behavior
Duración:00:07:36
Chapter 4: Business Markets and Purchasing Behavior
Duración:00:01:51
4.1 The Business-to-Business (B2B) Market
Duración:00:06:50
4.2 Buyers and Buying Situations in a B2B Market
Duración:00:17:47
4.3 Major Influences on B2B Buyer Behavior
Duración:00:09:17
4.4 Stages in the B2B Buying Process
Duración:00:06:37
4.5 Ethical Issues in B2B Marketing
Duración:00:09:14
Chapter 5: Market Segmentation, Targeting, and Positioning
Duración:00:02:32
5.1 Market Segmentation and Consumer Markets
Duración:00:19:37
5.2 Segmentation of B2B Markets
Duración:00:11:17
5.3 Segmentation of International Markets
Duración:00:14:50
5.4 Essential Factors in Effective Market Segmentation
Duración:00:02:26
5.5 Selecting Target Markets
Duración:00:12:37
5.6 Product Positioning
Duración:00:11:50
5.7 Ethical Concerns and Target Marketing
Duración:00:09:35
Chapter 6: Marketing Research and Market Intelligence
Duración:00:02:23
6.1 Marketing Research and Big Data
Duración:00:08:14
6.2 Sources of Marketing Information
Duración:00:05:37
6.3 Steps in a Successful Marketing Research Plan
Duración:00:34:04
6.4 Ethical Issues in Marketing Research
Duración:00:07:23
Chapter 7: Marketing in a Global Environment
Duración:00:02:58
7.1 The Global Market and Advantages of International Trade
Duración:00:12:14
7.2 Assessment of Global Markets for Opportunities
Duración:00:23:57
7.3 Entering the Global Arena
Duración:00:06:51
7.4 Marketing in a Global Environment
Duración:00:07:43
7.5 Ethical Issues in the Global Marketplace
Duración:00:06:43
Chapter 8: Marketing in a Diverse Marketplace
Duración:00:04:19
8.1 Strategic Marketing: Standardization versus Adaptation
Duración:00:07:13
8.2 Diversity and Inclusion Marketing
Duración:00:24:45
8.3 Multicultural Marketing
Duración:00:15:15
8.4 Marketing to Hispanic, Black, and Asian Consumers
Duración:00:20:47
8.5 Marketing to Sociodemographic Groups
Duración:00:16:20
8.6 Ethical Issues in Diversity Marketing
Duración:00:10:24
Unit 3: Product, Promotion, Price, and Place
Duración:00:00:27
Chapter 9: Products: Consumer Offerings
Duración:00:03:28
9.1 Products, Services, and Experiences
Duración:00:10:18
9.2 Product Items, Product Lines, and Product Mixes
Duración:00:05:27
9.3 The Product Life Cycle
Duración:00:04:01
9.4 Marketing Strategies at Each Stage of the Product Life Cycle
Duración:00:07:02
9.5 Branding and Brand Development
Duración:00:12:46
9.6 Forms of Brand Development, Brand Loyalty, and Brand Metrics
Duración:00:08:56
9.7 Creating Value through Packaging and Labeling
Duración:00:05:21
9.8 Environmental Concerns Regarding Packaging
Duración:00:03:26
9.9 Ethical Issues in Packaging
Duración:00:02:18
Chapter 10: Maintaining a Competitive Edge with New Offerings
Duración:00:02:18
10.1 New Products from a Customer’s Perspective
Duración:00:12:36
10.2 Stages of the New Product Development Process
Duración:00:12:47
10.3 The Use of Metrics in Evaluating New Products
Duración:00:03:56
10.4 Factors Contributing to the Success or Failure of New Products
Duración:00:10:59
10.5 Stages in the Consumer Adoption Process for New Products
Duración:00:09:06
10.6 Ethical Considerations in New Product Development
Duración:00:05:20
Chapter 11: Services: The Intangible Product
Duración:00:01:37
11.1 Classification of Services
Duración:00:16:36
11.2 The Service-Profit Chain Model and the Service Marketing Triangle
Duración:00:16:53
11.3 The Gap Model of Service Quality
Duración:00:12:46
11.4 Ethical Considerations in Providing Services
Duración:00:04:56
Chapter 12: Pricing Products and Services
Duración:00:02:18
12.1 Pricing and Its Role in the Marketing Mix
Duración:00:18:12
12.2 The Five Critical Cs of Pricing
Duración:00:05:58
12.3 The Five-Step Procedure for Establishing Pricing Policy
Duración:00:21:13
12.4 Pricing Strategies for New Products
Duración:00:03:54
12.5 Pricing Strategies and Tactics for Existing Products
Duración:00:05:26
12.6 Ethical Considerations in Pricing
Duración:00:07:07
Chapter 13: Integrated Marketing Communications
Duración:00:04:10
13.1 The Promotion Mix and Its Elements
Duración:00:23:54
13.2 The Communication Process
Duración:00:07:58
13.3 Integrated Marketing Communications
Duración:00:05:49
13.4 Steps in the IMC Planning Process
Duración:00:21:19
13.5 Ethical Issues in Marketing Communication
Duración:00:06:50
Chapter 14: The Promotion Mix: Advertising and Public Relations
Duración:00:02:20
14.1 Advertising in the Promotion Mix
Duración:00:04:53
14.2 Major Decisions in Developing an Advertising Plan
Duración:00:15:45
14.3 The Use of Metrics to Measure Advertising Campaign Effectiveness
Duración:00:07:10
14.4 Public Relations and Its Role in the Promotion Mix
Duración:00:09:30
14.5 The Advantages and Disadvantages of Public Relations
Duración:00:05:01
14.6 Ethical Concerns in Advertising and Public Relations
Duración:00:07:00
Chapter 15: The Promotion Mix: Personal Selling and Sales Promotion
Duración:00:03:17
15.1 Personal Selling and Its Role in the Promotion Mix
Duración:00:03:28
15.2 Classifications of Salespeople Involved in Personal Selling
Duración:00:09:59
15.3 Steps in the Personal Selling Process
Duración:00:13:09
15.4 Management of the Sales Force
Duración:00:17:28
15.5 Sales Promotion and Its Role in the Promotion Mix
Duración:00:06:44
15.6 Main Types of Sales Promotion
Duración:00:11:03
15.7 Ethical Issues in Personal Selling and Sales Promotion
Duración:00:09:09
Chapter 16: Direct, Online, Social Media, and Mobile Marketing
Duración:00:02:24
16.1 Traditional Direct Marketing
Duración:00:27:39
16.2 Social Media and Mobile Marketing
Duración:00:26:24
16.3 Metrics Used to Evaluate the Success of Online Marketing
Duración:00:14:27
16.4 Ethical Issues in Digital Marketing and Social Media
Duración:00:06:27
Chapter 17: Distribution: Delivering Customer Value
Duración:00:02:02
17.1 The Use and Value of Marketing Channels
Duración:00:15:41
17.2 Types of Marketing Channels
Duración:00:13:05
17.3 Factors Influencing Channel Choice
Duración:00:14:02
17.4 Managing the Distribution Channel
Duración:00:09:46
17.5 The Supply Chain and Its Functions
Duración:00:05:38
17.6 Logistics and Its Functions
Duración:00:09:20
17.7 Ethical Issues in Supply Chain Management
Duración:00:03:29
Chapter 18: Retailing and Wholesaling
Duración:00:02:32
18.1 Retailing and the Role of Retailers in the Distribution Channel
Duración:00:12:43
18.2 Major Types of Retailers
Duración:00:15:33
18.3 Retailing Strategy Decisions
Duración:00:16:25
18.4 Recent Trends in Retailing
Duración:00:07:05
18.5 Wholesaling
Duración:00:08:35
18.6 Recent Trends in Wholesaling
Duración:00:05:39
18.7 Ethical Issues in Retailing and Wholesaling
Duración:00:05:05
Chapter 19: Sustainable Marketing: The New Paradigm
Duración:00:03:24
19.1 Sustainable Marketing
Duración:00:06:15
19.2 Traditional Marketing versus Sustainable Marketing
Duración:00:03:18
19.3 The Benefits of Sustainable Marketing
Duración:00:07:23
19.4 Sustainable Marketing Principles
Duración:00:03:57
19.5 Purpose-Driven Marketing
Duración:00:04:00
Closing Credits
Duración:00:00:11