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Marketing An Introduction 12th Edition Armstrong Test Bank
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Product details:
- ISBN-10 : 0133451275
- ISBN-13 : 978-0133451276
- Author:
Marketing: An Introduction is intended for use in undergraduate Principles of Marketing courses. It is also suitable for those interested in learning more about the fundamentals of marketing.
This best-selling, brief text introduces marketing through the lens of creating value for customers.
With engaging real-world examples and information, Marketing: An Introduction shows students how customer value–creating it and capturing it–drives every effective marketing strategy.
Table of contents:
Part 1: Defining Marketing and the Marketing Process
Chapter 1 – Marketing: Managing Profitable Customer Relationships
Chapter 2 – Company and Marketing Strategy: Partnering to Build Customer Relationships
Part 2: Understanding the Marketplace and Consumers
Chapter 3 – The Marketing Environment
Chapter 4 – Managing Marketing Information
Chapter 5 – Consumer and Business Buying Behaviour
Part 3: Designing a Customer-Driven Marketing Strategy and Marketing Mic
Chapter 6 – Segmentation, Targeting and Positioning: Building the Right Relationships with the Right Customers
Chapter 7 – Product, Services and Branding Strategy
Chapter 8 – Developing New Products and Managing the Product Life Cycle
Chapter 9 – Pricing: Understanding and Capturing Customer Value
Chapter 10 – Marketing Channels and Supply Chain Management
Chapter 11 – Retailing and Wholesaling
Chapter 12 – Communicating Customer Value: Advertising, Sales Promotion and Public Relations
Chapter 13 – Communicating Customer Value: Personal Selling and Direct Marketing
Part 4: Extending Marketing
Chapter 14 – Marketing in a Digital Age
Chapter 15 – The Global Marketplace
Chapter 16 – Ethics, Social Responsibility and Sustainability
