Description

Test Bank for Marketing, 14th Edition, Roger Kerin, Steven Hartley, ISBN10: 1259924041, ISBN13: 9781259924040

Table of Contents

Part 1: Initiating the Marketing Process

1: Creating Customer Relationships and Value through Marketing

2: Developing Successful Organizational and Marketing Strategies

Appendix A: Building an Effective Marketing Plan

3: Scanning the Marketing Environment

4: Ethical and Social Responsibility for Sustainable Marketing

Part 2: Understanding Buyers and Markets

5: Understanding Consumer Behavior

6: Understanding Organizations as Customers

7: Understanding and Reaching Global Consumers and Markets

Part 3: Targeting Marketing Opportunities

8: Marketing Research: From Customer Insights to Actions

9: Market Segmentation, Targeting, and Positioning

Part 4: Satisfying Marketing Opportunities

10: Developing New Products and Services

11: Managing Successful Products, Services, and Brands

12: Services Marketing

13: Building the Price Foundation

14: Arriving at the Final Price

Appendix B: Financial Aspects of Marketing

15: Managing Marketing Channels and Supply Chains

16: Retailing and Wholesaling

17: Integrated Marketing Communications and Direct Marketing

18: Advertising, Sales Promotion, and Public Relations

19: Using Social Media and Mobile Marketing to Connect with Consumers

20: Personal Selling and Sales Management

Part 5: Managing the Marketing Process

21: Implementing Interactive and Multi-Channel Marketing

22: Pulling It All Together: The Strategic Marketing Process

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