Marketing Canadian 4th Edition Grewal Test Bank

Product details:

ISBN-10 ‏ : ‎ 1259268764
ISBN-13 ‏ : ‎ 978-1259268762
Author: Michael Levy, PhD (Ohio State University)

Grewal Marketing, Fourth Canadian Edition, focuses on the core concepts and tools that marketers use to create value for customers. Current and engaging Canadian examples integrated throughout the text define how companies and successful entrepreneurs create value for customers through branding, packaging, pricing, retailing, service, and advertising.

Table contents:

1 An Introduction to Marketing
1-1 What Is Marketing?
1-1a What Is Marketing?
1-2 The Evolution of Marketing
1-2a The Production Orientation
1-2b The Sales Orientation
1-2c The Marketing Company Orientation
1-2d Societal Marketing Orientation
1-2e Relationship Marketing Orientation
1-3 Key Marketing Terms
1-3a Exchange
1-4 Why Marketing Matters
1-4a Marketing Is Part of Every Company
1-4b Marketing Is a Rewarding Career
1-4c Marketing Provides an Important Skill Set
1-4d Marketing Is Part of Everyday Life
Side Launch Brewing Company Continuing Case: Beer is Everywhere People Are
2 The Marketing Environment, Social Responsibility, and Ethics
2-1 The External Marketing Environment
2-1a Understanding the External Environment
2-2 Competitive Factors
2-3 Regulatory Factors
2-3a Federal Legislation
2-3b Provincial and Territorial Laws
2-3c Self-Regulation
2-4 Economic Factors
2-4a Consumers’ Incomes
2-4b Purchasing Power
2-4c Inflation
2-4d Recession
2-5 Social Factors
2-5a Marketing-Oriented Values
2-5b The Growth of Component Lifestyles
2-5c Families Today
2-6 Demographic Factors
2-6a Generation Z
2-6b Generation Y
2-6c Generation X
2-6d Baby Boomers—A Mass Market
2-6e Population Shifts in Canada
2-6f Ethnic and Cultural Diversity
2-7 Technological Factors
2-7a Research
2-7b Technology and the Future of Businesses
2-8 Corporate Social Responsibility
2-8a Growth of Social Responsibility
2-8b Green Marketing
2-9 Ethical Behaviour in Business
2-9a Morality and Business Ethics
2-9b Ethical Decision Making
2-9c Ethical Guidelines
Side Launch Brewing Company Continuing Case: Yeast Gone Wild
3 Strategic Planning for Competitive Advantage
3-1 The Importance of Strategic Planning
3-2 Corporate Planning—Defining the Business Mission
3-3 Strategic Directions—Designing the Business Portfolio
3-3a Conducting a SWOT Analysis
3-3b Strategic Alternatives—Linking SWOT to Growth Strategies
3-4 Business Planning for Competitive Advantage
3-4a Competitive Advantage
3-4b Cost Competitive Advantage
3-4c Product Differentiation Competitive Advantage
3-4d Niche Competitive Advantage
3-4e Building Sustainable Competitive Advantage
3-5 Marketing Planning—Setting the Objectives and Identifying the Target Market
3-5a Setting Marketing Plan Objectives
3-5b Target Market Strategy
3-6 The Marketing Mix
3-6a Product Strategies
3-6b Pricing Strategies
3-6c Place (Distribution) Strategies
3-6d Promotion Strategies
3-7 Marketing Plan Implementation, Evaluation, and Control
3-7a Implementation
3-7b Evaluation and Control
3-8 Effective Strategic Planning
Side Launch Brewing Company Continuing Case: Born to Grow
4 Developing a Global Vision
4-1 Rewards of Global Marketing
4-1a Importance of Global Marketing to Canada
4-2 Multinational Firms
4-2a Global Marketing Standardization
4-3 External Environment Facing Global Marketers
4-3a Culture
4-3b Economic and Technological Development
4-3c The Global Economy
4-3d Political Structure and Actions
4-3e Demographic Makeup
4-3f Natural Resources
4-4 Global Marketing by the Individual Firm
4-4a Exporting
4-4b Licensing and Franchising
4-4c Contract Manufacturing
4-4d Joint Venture
4-4e Direct Investment
4-5 The Global Marketing Mix
4-5a Product Decisions
4-5b Promotion Adaptation
4-5c Place (Distribution)
4-5d Pricing
4-6 The Impact of the Internet
4-6a Social Media and Global Marketing
Side Launch Brewing Company Continuing Case: The Globalized Beer Drinker
Part 1 Case: From Analysis to Action
5 Marketing Research
5-1 The Role of Marketing Research
5-2 The Marketing Research Process
5-2a Step 1: Identify the Problem
5-2b Step 2: Design the Research
5-2c Step 3: Collect the Data
5-2d Step 4: Analyze the Data
5-2e Step 5: Present the Report
5-2f Step 6: Provide Follow-Up
5-3 The Impact of Technology on Marketing Research
5-3a Online Surveys
5-3b Online Research Panels
5-3c Online Focus Groups
5-3d Mobile Marketing Research
5-3e Social Media Marketing Research
5-3f The Rise of Big Data
5-4 When to Conduct Marketing Research
Side Launch Brewing Company Continuing Case: Data in Absentia
6 Consumer Decision Making
6-1 The Importance of Understanding Consumer Behaviour
6-2 The Consumer Decision-Making Process
6-2a Need Recognition
6-2b Information Search
6-2c Evaluation of Alternatives and Purchase
6-2d Postpurchase Behaviour
6-3 Types of Consumer Buying Decisions and Consumer Involvement
6-3a Factors Determining the Level of Consumer Involvement
6-3b Marketing Implications of Involvement
6-3c Factors Influencing Consumer Buying Decisions
6-4 Cultural Influences on Consumer Buying Decisions
6-4a Culture and Values
6-4b Understanding Culture Differences
6-4c Subculture
6-4d Social Class
6-5 Social Influences on Consumer Buying Decisions
6-5a Reference Groups
6-5b Opinion Leaders
6-5c Family
6-6 Individual Influences on Consumer Buying Decisions
6-6a Gender
6-6b Age and Family Life-Cycle Stage
6-6c Personality, Self-Concept, and Lifestyle
6-7 Psychological Influences on Consumer Buying Decisions
6-7a Perception
6-7b Motivation
6-7c Learning
6-7d Beliefs and Attitudes
6-7e Consumer Behaviour Elements—Working Together
Side Launch Brewing Company Continuing Case: Looks Matter
7 Business Marketing
7-1 What Is Business Marketing?
7-2 Business versus Consumer Marketing
7-3 The Network and Relationships Approach to Business Marketing
7-3a Relationships in Business Marketing
7-3b Interaction in Business Marketing
7-3c Networks in Business Marketing
7-4 Fundamental Aspects of Business Marketing
7-4a Types of Demand
7-4b Number of Customers
7-4c Location of Buyers
7-4d Type of Negotiations
7-4e Use of Reciprocity
7-4f Use of Leasing
7-4g Types of Business Products
7-5 Classifying Business Customers
7-5a Major Categories of Business Customers
7-5b Classification by Industry
7-6 Business Buying Behaviour
7-6a Buying Centres
7-6b Buying Situations
7-6c Evaluative Criteria for Business Buyers
7-7 Business Marketing Online
7-7a Trends in B2B Online Marketing
Side Launch Brewing Company Continuing Case: The Forbidden Fruit of Craft Brewers
8 Segmenting, Targeting, and Positioning
8-1 Market Segmentation
8-2 The Importance of Market Segmentation
8-3 Bases for Segmenting Consumer Markets
8-3a Geographic Segmentation
8-3b Demographic Segmentation
8-3c Psychographic Segmentation
8-3d Benefit Segmentation
8-3e Usage-Rate Segmentation
8-4 Criteria for Successful Segmentation
8-5 Bases for Segmenting Business Markets
8-5a Company Characteristics
8-5b Buying Processes
8-6 Steps in Segmenting a Market
8-7 Strategies for Selecting Target Markets
8-7a Undifferentiated Targeting
8-7b Concentrated Targeting
8-7c Multisegment Targeting
8-7d One-to-One Marketing
8-8 Positioning
8-8a Perceptual Mapping
8-8b Positioning Bases
8-8c Repositioning
8-8d Developing a Positioning Statement
Side Launch Brewing Company Continuing Case: Hipsterville Calling
9 Customer Relationship Management (CRM)
9-1 What Is Customer Relationship Management?
9-1a The Other CRM
9-2 The CRM Cycle
9-3 The CRM Cycle—Stage 1 (Marketing Research)
9-4 The CRM Cycle—Stage 2 (Business Development)
9-4a Identify Customer Relationships
9-4b Understand Interactions of the Current Customer Base
9-4c Capture Customer Data
9-4d Store and Integrate Customer Data
9-4e Identifying the Best Customers
9-5 The CRM Cycle—Stage 3 (Customer Feedback)
9-5a Leverage Customer Information
9-6 Privacy Concerns and CRM
9-7 The Future of CRM
Side Launch Brewing Company Continuing Case: CSR in on Board
Part 2 Case: Marketing Concept Review
10 Product Concepts
10-1 What Is a Product?
10-2 Types of Consumer Products
10-2a Convenience Products
10-2b Shopping Products
10-2c Specialty Products
10-2d Unsought Products
10-3 Product Items, Lines, and Mixes
10-3a Adjustments to Product Items, Lines, and Mixes
10-4 Branding
10-4a Benefits of Branding
10-4b Branding Strategies
10-4c Trademarks
10-5 Packaging
10-5a Packaging Functions
10-5b Labelling
10-5c Universal Product Codes (UPCs)
10-6 Global Issues in Branding and Packaging
10-7 Product Warranties
Side Launch Brewing Company Continuing Case: The Art of Craft
11 Developing and Managing Products
11-1 The Importance of New Products
11-1a Categories of New Products
11-2 The New-Product Development Process
11-2a New-Product Strategy
11-2b Idea Generation
11-2c Idea Screening
11-2d Business Analysis
11-2e Development
11-2f Test Marketing
11-2g Commercialization
11-3 Global Issues in New-Product Development
11-4 The Spread of New Products
11-4a Diffusion of Innovation
11-4b Product Characteristics and the Rate of Adoption
11-4c Marketing Implications of the Adoption Process
11-5 Product Life Cycles
11-5a Introductory Stage
11-5b Growth Stage
11-5c Maturity Stage
11-5d Decline Stage
11-5e Implications for Marketing Management
Side Launch Brewing Company Continuing Case: Balancing a Beer Portfolio
12 Services and Nonprofit Organization Marketing
12-1 The Importance of Services
12-2 How Services Differ from Goods
12-2a Intangibility
12-2b Inseparability
12-2c Inconsistency
12-2d Inventory
12-3 Service Quality
12-3a The Gap Model of Service Quality
12-4 Marketing Mixes for Services
12-4a Product (Service) Strategy
12-4b Process Strategy
12-4c People Strategy
12-4d Place (Distribution) Strategy
12-4e Physical Evidence Strategy
12-4f Promotion Strategy
12-4g Price Strategy
12-4h Productivity Strategy
12-5 Relationship Marketing in Services
12-6 Internal Marketing in Service Firms
12-7 Nonprofit Organization Marketing
12-7a What Is Nonprofit Organization Marketing?
12-7b Unique Aspects of Nonprofit Organization Marketing Strategies
Side Launch Brewing Company Continuing Case: Take Care of Your Back Yard
Part 3 Case: Product Decisions
13 Setting the Right Price
13-1 The Importance of Price
13-1a What Is Price?
13-1b The Importance of Price to Marketing Managers
13-2 The Four-Step Pricing Process
13-2a Step 1—Establish Pricing Objectives
13-2b Step 2—Estimate Demand, Costs, and Profits
13-2c Step 3—Choose a Price Strategy
13-2d Step 4—Use a Price Tactic
13-3 The Legality and Ethics of Setting a Price
13-3a Bait Pricing
13-3b Deceptive Pricing
13-3c Price Fixing
13-3d Predatory Pricing
13-3e Resale Price Maintenance
13-3f Price Discrimination
Side Launch Brewing Company Continuing Case: An Accessible Price
Part 4 Case: Pricing Decisions
14 Marketing Channels and Supply Chain Management
14-1 The Nature of Marketing Channels
14-1a A Plea for Place—The Forgotten P
14-1b The Marketing Channel and Intermediaries Defined
14-1c How Intermediaries Help the Supply Chain
14-2 Channel Intermediaries and their Functions
14-2a Channel Functions Performed by Intermediaries
14-3 Types of Marketing Channels
14-3a Channels for Consumer Products
14-3b Channels for Business and Industrial Products
14-3c Alternative Channel Arrangements
14-4 Making Channel Strategy Decisions
14-4a Factors Affecting Channel Choice
14-4b Levels of Distribution Intensity
14-5 Handling Channel Relationships
14-5a Channel Power, Control, and Leadership
14-5b Channel Conflict
14-5c Channel Partnering
14-6 Managing the Supply Chain
14-6a Benefits of Supply Chain Management
14-6b Managing Logistics in the Supply Chain
14-6c Sourcing and Procurement
14-6d Production Scheduling
14-6e Order Processing
14-6f Inventory Control
14-7 Distribution Challenges in World Markets
14-7a Developing Global Marketing Channels
14-7b Global Logistics and Supply Chain Management
Side Launch Brewing Company Continuing Case: Getting Beer into Hands
15 Retailing
15-1 The Role of Retailing
15-2 Classification of Retail Operations
15-2a Ownership
15-2b Level of Service
15-2c Product Assortment
15-2d Price
15-3 Major Types of Retail Operations
15-4 The Rise of Nonstore Retailing
15-5 Franchising
15-6 Retail Marketing Strategy
15-6a Defining a Target Market
15-6b Choosing the Retailing Mix
15-7 Addressing Retail Product/Service Failures
15-8 Retailer and Retail Consumer Trends and Advancements
Side Launch Brewing Company Continuing Case: Dealing in a Duopoly
Part 5 Case: Distribution Decisions
16 Marketing Communications
16-1 The Role of Promotion in the Marketing Mix
16-2 Marketing Communication
16-2a The Communication Process
16-3 The Goals of Promotion
16-3a Informing
16-3b Persuading
16-3c Reminding
16-3d Connecting
16-4 The Promotional Mix
16-4a Advertising
16-4b Publicity
16-4c Sales Promotion
16-4d Personal Selling
16-4e Direct-Response Communication
16-4f Online Marketing, Content Marketing, and Social Media
16-4g The Communication Process and the Promotional Mix
16-5 Promotional Goals and the AIDA Concept
16-5a AIDA and the Promotional Mix
16-6 Integrated Marketing Communications
16-7 Factors Affecting the Promotional Mix
16-7a Nature of the Product
16-7b Stage in the Product Life Cycle
16-7c Target Market Characteristics
16-7d Type of Buying Decision
16-7e Available Funds
16-7f Push and Pull Strategies
Side Launch Brewing Company Continuing Case: On-Message Is More Than Words
17 Advertising, Public Relations, and Direct Response
17-1 What Is Advertising?
17-1a Advertising and Market Share
17-1b The Effects of Advertising on Consumers
17-2 Major Types of Advertising
17-2a Institutional Advertising
17-2b Product Advertising
17-3 Creative Decisions in Advertising
17-3a Identifying Product Benefits
17-3b Developing and Evaluating Advertising Appeals
17-3c Executing the Message
17-3d Postcampaign Evaluation
17-4 Media Decisions in Advertising
17-4a Media Types
17-4b Media Selection Considerations
17-4c Media Scheduling
17-4d Media Buying
17-5 Public Relations
17-5a Major Public Relations Tools
17-5b Managing Unfavourable Publicity
17-6 Direct-Response Communication
17-6a The Tools of Direct-Response Communication
Side Launch Brewing Company Continuing Case: Reaching the Right Audience
18 Sales Promotion and Personal Selling
18-1 What Is Sales Promotion?
18-1a The Sales Promotion Target
18-1b The Objectives of Sales Promotion
18-2 Tools for Consumer Sales Promotion
18-2a Coupons
18-2b Rebates
18-2c Premiums
18-2d Loyalty Marketing Programs
18-2e Contests and Sweepstakes
18-2f Sampling
18-2g Shopper Marketing
18-3 Tools for Trade Sales Promotion
18-4 Personal Selling
18-5 Relationship Selling
18-6 The Selling Process
18-6a Some Key Issues in Each Step of the Selling Process
18-6b Personal Selling in a Global Marketplace
18-6c The Impact of Technology on Personal Selling
Side Launch Brewing Company Continuing Case: From Hard Work Come Good Things
19 Social Media Strategies
19-1 What Is Social Media’s Role in Integrated Marketing Communications?
19-1a How Canadians Use Social Media
19-2 Creating and Leveraging a Social Media Campaign
19-2a The Listening System
19-2b Social Media Strategies
19-3 Evaluation and Measurement of Social Media
19-4 Consumer Behaviour on Social Media
19-5 Social Media Tools: Consumer- and Corporate- Generated Content
19-5a Blogs
19-5b Microblogs
19-5c Social Networks
19-5d Media-Sharing Sites
19-5e Social News Sites
19-5f Location-Based Social Networking Sites
19-5g Review Sites
19-5h Virtual Worlds and Online Gaming
19-6 Social Media and Mobile Technology
19-6a Mobile and Smartphone Technology
19-6b Applications and Widgets
19-7 The Social Media Plan
19-7a The Changing World of Social Media
Side Launch Brewing Company Continuing Case: Engagement by Listening
Part 6 Case: Promotion Decisions
Glossary
Endnotes
Index
ReviewCard

People also search:

contemporary marketing (canadian) 4th
principles of marketing 4th canadian edition

principles of marketing 4th canadian edition pdf

a marketing career

mktg principles of marketing 4th canadian edition pdf

Test bank and solution manual

Marketing Canadian 4th Edition Grewal Test Bank

Marketing 4th Edition Grewal Test Bank

Marketing Canadian 3rd Edition Grewal Test Bank

Marketing 6th Edition Grewal Test Bank

Marketing 4th Edition Grewal Solutions Manual

M Marketing 4th Edition Grewal Solutions Manual

Marketing 5th Edition Grewal Test Bank