Chapter 1 What is Marketing?

01 Marketing in Everyday Life
02 Marketing and Customers
03 Finding the customer's desires - needs
04 Changes in Marketing Concepts

Chapter 2 Marketing Environment and Analysis

01 Understanding the Marketing Environment
02 Microenvironment
03 Macro environment
04 Seize opportunities through SWOT analysis

Chapter 3: Understanding Consumer Behavior

01 Consumers and various consumers
02 Consumer Purchase Decision
03 Factors Influencing Purchase Decisions

Chapter 4 Marketing Research

01 How to Understand the Market and Consumers: Marketing Research
Step 2: Data-Based Marketing Research, Not Guessing
03 Design for data collection
04 Analysis of collected data
05 Report on Marketing Research Results

Chapter 5: Market Segmentation, Target Market Selection, and Positioning

01 Grouping diverse consumers together with similar consumers.
02 The First Step in Building a Marketing Strategy - Market Segmentation
03 The Second Step in Developing a Marketing Strategy - Selecting a Target Market
Step 4: Developing a Marketing Strategy: Positioning
05 Visualizing Positioning - Positioning Map
06 In the end, it's all about positioning.

Chapter 6 Product Strategy: Products, Services, and Value

01 What consumers buy is not a product or service, but value.
02 Product Components
03 Product Life Cycle
04 Service and Experience

Chapter 7 Distribution Channels

01 The journey to deliver the product to the customer - Setting up the distribution channel
02 Distribution channels and intermediaries
03 Types of distribution channels
04 Retail Type

Chapter 8 Marketing Communications

01 Keys to Success in Customer-Oriented Marketing Management
02 Marketing Communication Goals
03 Marketing Communications Model
04 Marketing Communication Media (Channels)

Chapter 9: Integrated Marketing Communications and Promotion

01 You must deliver a consistent message to your customers!
02 Integrated Marketing Communications
03 Promotion Mix for Implementing IMC

Chapter 10 Pricing Strategy

01 Consumers are willing to pay a price appropriate for the value.
02 Pricing strategy based on cost and market competition structure
03 Pricing strategies available from the consumer's perspective

Chapter 11 Brand Assets

01 The role of a trademark beyond the name: Brand
02 Brand Assets
03 The Basics of Building Brand Assets - Building Brand Awareness
04 Alignment of brand identity and brand associations

Chapter 12: The Future of Marketing with AI

01 Generative AI onboard robots: Humanoid AI
02 The Future of Marketing with AI, Predicted by AI
03 The Role of Marketers in AI Development

What kind of educational services will college students want in 2025? This question was the starting point for this book.
Students new to marketing began asking generative AI about marketing concepts and accepting them without filtering.
However, from a professor's perspective, not all of these generative AIs provide only the correct answers.
Now, professors must go beyond simply imparting theories and be able to judge the truth or falsity of the marketing knowledge provided by generative AI.

In line with this trend, this book is structured in a way that first asks generative AI about marketing-related concepts and then explains its answers.
We asked ChatGPT and Gemini the same questions and configured them to compare their different answers.
In cases where students can enhance their understanding, we guide them to watch YouTube content using QR codes instead of text.