Test bank for Marketing 12th edition by Roger A. Kerin, Steven W. Hartley
Table of contents
PART 1: INITIATING THE MARKETING PROCESS
1 Creating Customer Relationships and Value through Marketing
2 Developing Successful Organizational and Marketing Strategies
Appendix A: Building an Effective Marketing Plan
3 Scanning the Marketing Environment
4 Ethical and Social Responsibility in Marketing
PART 2: UNDERSTANDING BUYERS AND MARKETS
5 Understanding Consumer Behavior
6 Understanding Organizations as Customers
7 Understanding and Reaching Global Consumers and Markets
PART 3: TARGETING MARKETING OPPORTUNITIES
8 Marketing Research: From Customer Insights to Actions
9 Market Segmentation, Targeting, and Positioning
PART 4: SATISFYING MARKETING OPPORTUNITIES
10 Developing New Products and Services
11 Managing Successful Products, Services, and Brands
12 Services Marketing
13 Building the Price Foundation
14 Arriving at the Final Price
Appendix B: Financial Aspects of Marketing
15 Managing Marketing Channels and Supply Chains
16 Retailing and Wholesaling
17 Integrated Marketing Communications and Direct Marketing
18 Advertising, Sales Promotion, and Public Relations
19 Using Social Media to Connect with Consumers
20 Personal Selling and Sales Management
PART 5: MANAGING THE MARKETING PROCESS
21 Implementing Interactive and Multichannel Marketing
22 Pulling It All Together: The Strategic Marketing Process
Appendix C: Planning a Career in Marketing
Appendix D: Alternate Cases
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