The Importance of Marketing, The Scope of Marketing, Core Marketing Concepts, Needs, Wants, and Demands, The New Marketing Realities, Major Societal Forces, Connecting with Customers, Marketing and Customer Value, The Value Delivery Process, The Value Chain, The Central Role of Strategic Planning, Corporate and Division Strategic Planning, Defining the Corporate Mission, Establishing Strategic Business Units, Assigning Resources to Each SBU, Assessing Growth Opportunities, Business Unit Strategic Planning, The Business Mission, Creating Long-term Loyalty Relationships, Building Customer Value, Satisfaction, and Loyalty, Customer Perceived Value Total Customer Satisfaction, Monitoring Satisfaction, Net Promoter and Customer Satisfaction, Establishing Objectives and Constraints, Identifying Major Channel Alternatives, Evaluating Major Channel Alternatives, Channel-Management Decisions, Selecting Channel Members, Training and Motivating Channel, Members, Evaluating Channel Members, Modifying Channel Design and Arrangements, Channel Modification Decisions