Marketing The Core 7th Edition Kerin Test Bank

Product details:

ISBN-10 ‏ : ‎ 1260152138
ISBN-13 ‏ : ‎ 978-1260152135
Author: Roger A. Kerin

Marketing: The Core 5e by Kerin, Hartley and Rudelius continues a tradition of leading the market with contemporary, cutting-edge content presented in a conversational student-oriented style, supported by the most comprehensive, innovative, and useful supplement package available. This text and package is designed to meet the needs of a wide spectrum of faculty – from the professor who just wants a good textbook and a few key supplements, to the professor who wants a top-notch fully integrated multimedia program. Marketing: The Core utilises a unique, innovative, and effective pedagogical approach developed by the authors through the integration of their combined classroom, college, and university experiences. The elements of this approach have been the foundation for each edition of Marketing: The Core and serve as the core of the text and its supplements as they evolve and adapt to changes in student learning styles, the growth of the marketing discipline, and the development of new instructional technologies.

Table contents:

Part 1 Initiating the Marketing Process

1 Creating Customer Relationships and Value through Marketing 2

2 Developing Successful Organizational and Marketing Strategies 24

Appendix A Building an Effective Marketing Plan 52

3 Understanding the Marketing Environment, Ethical Behavior,and Social Responsibility 68

Part 2 Understanding Buyers and Markets

4 Understanding Consumer Behavior 94

5 Understanding Organizations as Customers 122

6 Understanding and Reaching Global Consumers and Markets 142

Part 3 Targeting Marketing Opportunities

7 Marketing Research: From Customer Insights to Actions 172

8 Market Segmentation, Targeting, and Positioning 202

Part 4 Satisfying Marketing Opportunities

9 Developing New Products and Services 228

10 Managing Successful Products, Services, and Brands 258

11 Pricing Products and Services 288

12 Managing Marketing Channels and Supply Chains 314

13 Retailing and Wholesaling 340

14 Integrated Marketing Communications and Direct Marketing368

15 Advertising, Sales Promotion, and Public Relations 394

16 Using Social Media and Mobile Marketing to Connect with Consumers 424

17 Personal Selling and Sales Management 452

Part 5 Managing the Marketing Process

18 Implementing Interactive and Multichannel Marketing 480

Appendix B Planning a Career in Marketing 504

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