University of Cebu-Banilad Library

Includes bibliographical references, glossary, and index.

Contents: Preface — Chapter 1 Marketing principles and strategies — Chapter 2 Customer relationship and customer service — Chapter 3 Market Opportunity and consumer analysis — Chapter 4 Developing the marketing mix — Chapter 5 Managing the marketing process — Chapter 6 Workshop and presentation of the marketing plan — Glossary — Bibliography — Index — About the authors.

"Writing this book for Senior High School students was not only a challenge for us who are comfortable teaching marketing subjects to either undergraduate (BSM), graduate (MBA), or doctoral (DBA) students, but it was a paradigm shift as well. This time we had to rethink and reposition our thoughts at the Senior High School level, especially how students will internalize the subject and how they will articulate it for its practical application. Thus, during the write-up stage, we consulted with high school students regarding the clarity of the concepts and applications we thought were appropriate at their level, so as to ensure better comprehension. In other words, we journeyed with them in making this basic marketing textbook as easy and comprehensive as possible.

This textbook is divided into six chapters. Chapter 1 discusses marketing concepts, principles, and philosophies, while Chapter 2 tackles customer expectations and customer relationships. Chapter 3 covers the marketing environment, trends, and opportunities, and how marketing information can assist marketers in understanding consumer behavior as basis for segmenting, targeting, and positioning (STP) the market. Chapter 4 applies the concept of STP into action using the different marketing variables or elements such as product, price, distribution, and promotion. Chapter 5 assembles the concept, trends, and opportunities into a study or plan to achieve the company's objectives. Here, the students are provided with skills to conduct a market study and develop a marketing plan. Finally, Chapter 6 provides guidelines and helpful suggestions in making and presenting the marketing plan.

Every lesson features learning activities and each chapter ends with a test. Samples of a market study and a marketing plan are provided to guide the students in developing their own market study or marketing plan.

This textbook covers the practical aspects of marketing that every Senior High School student needs to know. It is intended as an introductory yet comprehensive marketing textbook not only for Senior High students, but also for people without business backgrounds who want to understand and apply marketing.

Happy Marketing to everyone!" —Preface

Adolescence

Purchased Maleen Grafilo-Ordiz Senior High School BSBA-Marketing Management

Purchased Maleen Grafilo-Ordiz Senior High School Business / Management

Purchased Maleen Grafilo-Ordiz Senior High School Business / Management

Purchased Maleen Grafilo-Ordiz Senior High School Business / Management

Text in English