Description

Test Bank for MKTG, 13th Edition, Charles W. Lamb, Joe F. Hair, Carl McDaniel,

Table of Contents

Part I: THE WORLD OF MARKETING.

1. An Overview of Marketing.

2. Strategic Planning for Competitive Advantage.

3. Ethics and Social Responsibility.

4. The Marketing Environment.

5. Developing a Global Vision.

Part II: ANALYZING MARKETING OPPORTUNITIES.

6. Consumer Decision Making.

7. Business Marketing.

8. Segmenting and Targeting Markets.

9. Marketing Research.

Part III: PRODUCT DECISIONS.

10. Product Concepts.

11. Developing and Managing Products.

12.Services and Nonprofit Organization Marketing.

Part IV: DISTRIBUTION DECISIONS.

13. Supply Chain Management and Marketing Channels.

14. Retailing.

Part V: PROMOTION AND COMMUNICATION STRATEGIES.

15. Marketing Communications.

16. Advertising, Public Relations, and Sales Promotion.

17. Personal Selling and Sales Management.

18. Social Media and Marketing.

Part VI: PRICING DECISIONS.

19. Pricing Concepts.

Endnotes.

Index.

Student/Instructor Review Cards.

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