Below is a summary of some of the chapters in the book M: Marketing by Levy and Grewal (2018).
CHAPTER ONE: OVERVIEW OF MARKETING
In essence, this chapter provides an overview of the concept of marketing by delving into some critical areas of marketing. It starts by describing what marketing means. What the book notes as some of the primary roles of marketing that make it an essential tool for the development of businesses follow the description. Nonetheless, it asserts that the crucial central purpose of marketing is the satisfaction of both the needs and wants of customers ( Levy & Grewal, 2018 , p. 5). Also, argues that marketing processes take into account exchange in addition to it relating to the elements of the product, price, place, and promotional decisions. B to B and C to C are also discussed in this chapter. ( Levy & Grewal, 2018 , p. 10). Besides, it depicts some of the means through which businesses can create value for their products and services. Here, it affirms that the value can be achieved in different ways. For example, it indicates that having a business in an accessible place adds value to is since it will be able to attract many buyers.
Furthermore, producing products that are of high quality is also an added value to the marketers. It also explains some of the importance of marketing within and without the companies that involve in the exercise. The last significant area is that the chapter relates to some ethical and societal dilemma that belies marketing.
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CHAPTER TWO: DEVELOPING MARKETING STRATEGIES AND MARKETING PLAN
This chapter explores the development of both the marketing strategy and plan in a sequence. It begins by describing what a marketing strategy means ( Levy & Grewal, 2018 , p. 24). As well, it defines the marker plan. The descriptions of the two aspects help the chapter to also underscore the importance of the development of proper approaches to marketing mechanisms and policies as a way of assisting businesses to achieve a sustainable competitive edge over their competitors. Once more, the chapter explains how making it hard for market rivals of given companies to have access to clients of each other can be helped through the addition of value to products and services that they sell. It provides examples of how quality is achievable. For instance, it shows that the marketing strategy being used should consider and evaluate various business opportunities using different techniques such as STP, which is an abbreviation for Segmentation, Targeting, and Positioning. It also explains the use of the Marketing Mix ( Levy & Grewal, 2018 , p. 35).Lastly; it proposes the utilization of the tool of Marketing Metrics in the evaluation of the performance of possible marketing strategies. The chapter goes ahead to indicate how marketing strategies can be made more strategic within the realms of social and mobile marketing. Moreover, it considers some ethical and societal dilemmas that may relate to the creation of strategic marketing and planning for enhanced performance among businesses. Lastly, this chapter dwells on some marketing analytics that organizations can use to employ the best marketing strategies and marketing plans for them to enjoy competitiveness in their areas of operations ( Levy & Grewal, 2018 , p. 40).
CHAPTER THREE: SOCIAL AND MOBILE MARKETING
As indicated in the title, this chapter is about social and mobile marketing. It acknowledges that the use of the internet has become a popular way of marketing for various businesses due to its increased accessibility to many buyers and business. To illustrate the matter further, this section of the book describes the 4E framework for social media. It argues that 4E has been crucial in exciting buyers via online marketing platforms. It further supposes that there the use of social media platforms has been imperative to many businesses. This is because social media and mobile marketing provide opportunities for the sellers to educate the clients, listen to them, and learn from them ( Levy & Grewal, 2018 , p. 47). The section goes ahead to explain the importance of the information effect of online marketing for it informs potential buyers about the availability of specific goods and services. Besides, it talks about the possibilities of adding values to both the products and services through social and mobile marketing for businesses who aim at succeeding in the operations. Such include the use of technology to create different effects. Other than that, the discussion in the chapter entails the explanation of different types of social media that businesses utilize in online sales. Additionally, it described some of the ethical dilemmas that link to the use of social and mobile marketing for business activities presently ( Levy & Grewal, 2018 , p. 56-69).
CHAPTER FOUR: CONSCIOUS MARKETING, CORPORATE SOCIAL RESPONSIBILITY, AND ETHICS
This chapter opens by explaining what conscious marketing is about. The subsequent parts exemplify another related area that includes what comprises a higher marketing purpose. Furthermore, the section shows that intentional marking and social responsibility are different concepts in marketing. At the same time, the part underscores the importance of mindful leadership for various stakeholders for efficient marketing endeavors. For instance, it shows that the informed choices that business managers make through awareness about different market realities can enhance the production of better goods and services. Ultimately, this can lead to customers enjoying better services, and goods while then involved businesses increase their revenues for increased sales.
Additionally, this chapter is about how conscious leadership helps in the development of a mindful culture in firms. In this part, the managers are said to be having the capacity to create the right environment for the development of business tendencies that can help in the identification of different market realities and then respond to them appropriately. The section of the book also provides a description of the importance of ethics in the processes of conscious marketing. For example, it postulates that the achievement of the right strategies for conscious marketing entails the consideration of all possible ethical implications in them. The reason for this assertion is that businesses are supposed to operate in adherence to the provisions of ethics relating to their companies ( Levy & Grewal, 2018 , p. 77). It is due to the fundamental nature of the aspect of ethics that the chapter also explains some of the critical stages involved in decision making ethically.
CHAPTER FIVE: ANALYZING THE MARKETING ENVIRONMENT
The chapter analyzes the aspect of marketing environment within different perspectives. In the beginning, it explains a marketing environment framework to explain the concept of the marketing environment. After that, it described the aspect of the immediate environment in terms of elements that comprise the marketing capabilities of businesses and the abilities of their rivals. Other relates areas in the microenvironment factors include an understanding of customers, the companies themselves, marketers, corporate partners ( Levy & Grewal, 2018 , p. 94). In terms of macro environmental factors, the chapter explains that elements such as demographics, technological improvements, regulatory environments, and economic situations. These are some particular explainers of the marketing environment that the section gives about the effects of the environment mechanisms of selling goods and products. Within that setting, the illustration suggests the components of the marketing environments have an impact on the kind of marketing strategies that businesses can utilize. In that way, it also underscores the point of view that the marketers must take into account both the internal and external marketing environments in their decision-making processes to allow them to have the right marketing strategy.
Similarly, it elaborates some generation cohorts that help define marketing settings in enabling sellers to have the right techniques of marketing. This section also entails the description of some differences in the groups. Correspondingly, the section gives examples of some emerging trends that can influence marketing in the context of the social environments of people. Moreover, the chapter explains some of the ethical concerns that may emerge within the realms of the understanding of the marketing environments( Levy & Grewal, 2018 , p. 106).
CHAPTER SIX: CONSUMER BEHAVIOR
The section gives different insights into the broad conception of consumer behavior. In doing so, it takes into consideration how the buying patterns of customers are vital for marketers in different ways. Accordingly, it shows that the understanding of consumer behavior involves bearing in mind some inherent factors between consumer behavior and marketing. For example, it shows that some steps are involved in consumer purchasing processes. Here, it underscores the point that the understanding of patterns of buyers within their different stages can make firms increase their productivity by knowing what the buyers want and need .Within the same context, the chapter opines that better insights into the behavior of buyers also require the studies of various types of needs that define their tendencies. The other important area that it scrutinizes is the framework of the post-purchase outcome. According to the text, when customers are satisfied with the goods and services they buy, they will show it their willingness to make similar purchases from the sellers ( Levy & Grewal, 2018 , p.113-120). Besides, it shows some of the factors that influence consumer decision-making processes. Importantly, the chapter implies that the proper perception of the influencers help the marketer establish, among others the value that they can add to their products to make them more appealing to the buyers. The last example of some of its main areas of examination is the depiction of the notion of involvement help influence the processes of decision making among clients ( Levy & Grewal, 2018 , p. 123). The involvement in this section includes the sellers actively taking part in marketing with a view of shaping the behaviors of the customers so that they buy from them. As well, it explains some ethical implications related to the study of consumer behavior.
CHAPTER SEVEN: BUSINESS-TO-BUSINESS MARKETING
This chapter concentrates on the issue of business-to-business (B2B) within different contexts to elaborate it as an aspect of marketing in the contemporary world. As such, the part of the book examines various forms of B2B markets and some of the areas of buying processes in them ( Levy & Grewal, 2018 , p 140). It starts by explaining the B2B market is a concept that deals with the trade involving institutions, resellers, manufactures/service providers, and governments. In that way, it explains some of the important distinguishing features of the B2B markets that separate it from other processes such as B2C. Besides, it gives examples of some of the stages of the purchasing procedure to help in the creation of more distinction. In the process of such depictions, this chapter discusses also other critical related issues. For example, it identifies and illustrates some of the factors that influence business-business purchases. Among such elements, that it shows is the organization culture that determines the kind of relationships that organizations can have with one another. Here, it goes ahead to explain that there are several business forms of organization that influence B2B. In addition, it describes how such issues can lead to some particular ways of market segmentation among businesses ( Levy & Grewal, 2018 , p. 144-147) . This part explains that the segmentation of the markets is a process that the different companies approach is often different ways based on some underlying marketing realities for various companies. Indeed, this is what the book relates to buying situations that often shows show varieties among firms. Consequently, the apparent diversity is illustrated in the conception of different buying situation that the chapter enlightens in the subsequent parts. The discussion in the episode also indicates that there are other underlying issues such as ethics in the business transactions involved in B2B marketing ( Levy & Grewal, 2018 , p. 152) . Additionally, it provides a focus on matters of ethics relating to the topic of the chapter.
CHAPTER EIGHT: GLOBAL MARKETING
In sum, this part of the book elucidates marketing within the context of different countries to help develop a deeper comprehension of marking as an essential component of business operation. The process involved the description of marketing assessment approaches within some countries. The importance of this approach includes the point that marketing in some nations may have some unique features due to some factors ( Levy & Grewal, 2018 , p. 154). Examples of these factors in the chapter include dissimilarities in business cultures, government policies, and consumers’ taste and preferences ( Levy & Grewal, 2018 , p. 160). It is in that light that the section broadens its scope to include the determination of marketing opportunities in different countries such as those forming the BRIC. Additionally, it goes ahead to explain some of the strategies that are used to enter new markets globally. The source explicates the idea that successful marketing practices involve the adoption of the right methods of businesses introducing themselves to new sets of buyers. To exemplify the actuality in the approval of the appropriate strategies using some successful companies in various parts of the world. Furthermore, section reiterates that there may be some inherent differences between domestic and international marketing strategies that organizations employ in marketing. As illustrated in the chapter, the kind of approach that a business decides to people should be based on their effectiveness to those particular firms within particular circumstances ( Levy & Grewal, 2018 , p.170). Within the influencing businesses realities, the techniques used in marketing often take different approaches. However, the book indicates that the existing methods operate with spectrums that differentiate them within the realms of domestic and international marketing operations.
CHAPTER NINE: SEGMENTATION, TARGETING, AND POSITIONING
This chapter revolves around how businesses conduct market segmentation. In accordance with the main subject, it provides different perspectives on the creation of the overall marketing objectives that a business can create to help in the process of segmentations ( Levy & Grewal, 2018 , p. 189). The book indicates that the setting of the aims of market segmentation is the first point in ensuring that the chosen market segmentation process becomes effective for the organizations ( Levy & Grewal, 2018 , p. 193). In addition, this part explains some of the methodologies that businesses that seek to succeed in their marketing can employ to enhance the achievement of success. In this case, the section gives some of the procedures that can be used to identify the make-ups of potential buyers within some distinctive features of identities such as age sex, level of education, and religion, among others. The reference shows that this particular distinctiveness can be created using segmentation methods such as undifferentiated, differentiated, concentrated, and micromarketing.Within the same background, the chapter provides some of the merits and demerits of using the identified strategies. It states that the methodologies that prove beneficial to businesses based on their particular appropriateness for those businesses are worth adoption for proper market segmentation ( Levy & Grewal, 2018 , p. 196). This process is described as having to follow the provisions of value proposition measurements for better perception. The chapter also gives a description of the operation of the development of positioning strategies for efficiency in marketing strategies. The exploration includes an example of firms that can develop the segmentation of their markets within many of decision of making processes that are either linear or nonlinear in design.
References
Grewal, D., & Levy, M. (2018). M: Marketing (6th ed.). McGraw-Hill Education.
