Marketing 13th Edition Kerin Test Bank
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Marketing 13th Edition Kerin Test Bank
Product details:
- ISBN-10 : 1259573540
- ISBN-13 : 978-1259573545
- Author: Roger Kerin (Author), Steven Hartley (Author)
Kerin/Hartley’s Marketing 13th edition is the most robust Principles of Marketing solution available to meet the needs of a wide range of faculty. Marketing focuses on decision making through extended examples, cases, and videos involving real people making real marketing decisions. The author team’s decades of combined experience in the higher education classroom continue to inform the title’s innovative pedagogical approach. Marketing is known for its conversational writing style, ability to engage students through active learning techniques, and vivid descriptions of businesses, marketing professionals, and entrepreneurs in cases, exercises, and testimonials that help students personalize marketing and identify possible career interests.
Table contents:
PART 1: INITIATING THE MARKETING PROCESS
Chapter 1: Creating Customer Relationships and Value through Marketing
Chapter 2: Developing Successful Organizational and Marketing Strategies
Appendix A: Building an Effective Marketing Plan
Chapter 3: Scanning the Marketing Environment
Chapter 4: Ethical and Social Responsibility in Marketing
PART 2: UNDERSTANDING BUYERS AND MARKETS
Chapter 5: Understanding Consumer Behavior
Chapter 6: Understanding Organizations as Customers
Chapter 7: Understanding and Reaching Global Consumers and Markets
PART 3: TARGETING MARKETING OPPORTUNITIES
Chapter 8: Marketing Research: From Customer Insights to Actions
Chapter 9: Market Segmentation, Targeting, and Positioning
PART 4: SATISFYING MARKETING OPPORTUNITIES
Chapter 10: Developing New Products and Services
Chapter 11: Managing Successful Products, Services, and Brands
Chapter 12: Services Marketing
Chapter 13: Building the Price Foundation
Chapter 14: Arriving at the Final Price
Appendix B: Financial Aspects of Marketing
Chapter 15: Managing Marketing Channels and Supply Chains
Chapter 16: Retailing and Wholesaling
Chapter 17: Integrated Marketing Communications and Direct Marketing
Chapter 18: Advertising, Sales Promotion, and Public Relations
Chapter 19: Using Social Media to Connect with Consumers
Chapter 20: Personal Selling and Sales Management
PART 5: MANAGING THE MARKETING PROCESS
Chapter 21: Implementing Interactive and Multichannel Marketing
Chapter 22: Pulling It All Together: The Strategic Marketing Process
Appendix C: Planning a Career in Marketing
Appendix D: Alternate Cases
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