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Applied Marketing

Applied Marketing 1st Edition

By: Daniel Padgett Andrew Loos
ISBN-10: 1119500745
/ ISBN-13: 9781119500681
Edition: 1st Edition
Language: English
				
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Chapter 1 What Is Marketing?

    • Introduction
    • 1.1 What Marketing Is Not
    • Misconception #1: Marketing Is Common Sense
    • Misconception #2: Marketing Is Equivalent to Sales or Advertising
    • Misconception #3: Marketing Makes People Buy Things They Don’t Need
    • Misconception #4: Marketing Is an Art, and You Either Have the Gift or You Don’t
    • Misconception #5: Marketing Does Not Involve Numbers
    • 1.2 Marketing Defined
    • Marketing Is Managing Exchanges with Customers
    • What Does Managing Exchanges with Customers Include?
    • 1.3 Philosophy of Marketing
    • Perceived Value
    • The Role of Marketing Research
    • 1.4 How Marketing Has Changed over Time
    • Chapter Summary
    • Key Concepts
    • Application Questions
    • Discussion Questions
    • Running Case: This Bar Saves Lives (TBSL)

Chapter 2 Organizing and Planning for Marketing Strategy

    • Introduction
    • 2.1 Marketing Strategy and Differentiation
    • Marketing Strategy and the Role of Marketing in the Company
    • Establishing a Competitive Advantage
    • 2.2 Marketing Planning
    • Situation Analysis
    • The Marketing Plan
    • The Marketing Mix
    • 2.3 Marketing Implementation and Control
    • Implementation
    • Plan Evaluation and Control
    • Chapter Summary
    • Key Concepts
    • Application Questions
    • Discussion Questions
    • Running Case: This Bar Saves Lives (TBSL)

Chapter 3 The Marketing Environment

    • Introduction
    • 3.1 The Marketing Environment
    • 3.2 The Micro-Environment
    • Market
    • Company
    • Customers
    • Competitors
    • Suppliers
    • Intermediaries
    • Publics
    • 3.3 The Macro-Environment (SPENT)
    • Social/Cultural
    • Political/Regulatory/Legal
    • Economic
    • Natural/Environmental
    • Technological
    • Chapter Summary
    • Key Concepts
    • Application Questions
    • Discussion Questions
    • Running Case: TBSL Finds out Vanilla Isn’t so “Plain”

Chapter 4 Customer Behavior

    • Introduction
    • 4.1 General Model of Customer Experience
    • Steps in the General Model of Customer Experience
    • Some Additional Important Points about the Model
    • 4.2 Influences on Customer Experience
    • Individual Influences
    • Social Influences
    • Contextual Influences
    • 4.3 Individual Consumer versus Business Buying
    • Chapter Summary
    • Key Concepts
    • Application Questions
    • Discussion Questions
    • Running Case: Buyers Aren’t All the Same

Chapter 5 The Role of Research in Marketing

    • Introduction
    • 5.1 The Research Plan and Process
    • Decision Support Systems
    • Market Research versus Marketing Research
    • The Research Process
    • 5.2 Research Design
    • Market Research Goals
    • Types of Market Research
    • 5.3 Research Implementation
    • Data Sources
    • Data Collection and Analysis Methods
    • Summarizing Research Findings
    • 5.4 Practical Considerations for Conducting Marketing Research
    • Chapter Summary
    • Key Concepts
    • Application Questions
    • Discussion Questions
    • Running Case: Uncovering Customer Motivation

Chapter 6 Using Segmentation, Targeting, and Positioning to Distinguish a Brand within the Market

    • Introduction
    • 6.1 Segmentation
    • Market Segmentation Definition and Purpose
    • Segmentation Variables
    • 6.2 Applied Segmentation
    • The Segmentation Process
    • Criteria for Effective Marketing Segmentation
    • 6.3 Using Segmentation as a Foundation for Marketing Strategy
    • Targeting
    • Positioning
    • Chapter Summary
    • Key Concepts
    • Application Questions
    • Discussion Questions
    • Running Case TBSL: Chapter 6: Focusing on the Target

Chapter 7 Applying the Marketing Mix

    • Introduction
    • 7.1 The Applied Marketing Mix: From 4 Ps to Four Cs
    • Product Affects Customer Benefits
    • Place Affects Convenience
    • Price Affects Cost
    • Promotion Affects Communication
    • 7.2 Extending the Marketing Mix to Fit Current Marketing Practice
    • How Current Marketing Practice Affects Marketing Decisions
    • A Fifth P and C: Participation–Connection
    • Integrating the Extended Marketing Mix
    • Chapter Summary
    • Key Concepts
    • Application Questions
    • Discussion Questions
    • Running Case TBSL: Chapter 7: Matching Marketing Decisions to the Target Customer

Chapter 8 Delivering Products and Brands that Meet Customer Needs

    • Introduction
    • 8.1 What Products Mean to Marketers
    • Products Are “Benefit Delivery Systems”
    • Products Are Total Market Offerings
    • The Goods–Services Continuum
    • 8.2 New Products and Innovation
    • Innovative New Products
    • The New Product Development Process
    • New Product Success and Failure
    • 8.3 Product Life Cycle
    • The Diffusion of Innovation
    • The Product Life Cycle
    • 8.4 Product Brands and Branding
    • Brands and Brand Equity
    • Realizing the Value of Brands through Brand Extensions
    • Brand Partnerships through Co-Brands
    • Brand Image and the Process of Branding
    • Chapter Summary
    • Key Concepts
    • Concept Questions
    • Application Questions
    • Running Case: This Bar Saves Lives Product Options—Is Less Really More?

Chapter 9 Place Decisions and Customer Convenience

    • Introduction
    • 9.1 What Are Supply Chains?
    • Supply Chain Basics
    • Composition and Structures of Supply Chains
    • 9.2 The Importance of Supply Chains
    • The Value of Supply Chains to Consumers
    • What Moves Through Supply Chains?
    • 9.3 Designing Retail Supply Chains
    • Supply Chain Length: When to Use Intermediaries
    • Product Availability: Selecting Distribution Intensity
    • 9.4 Retail Supply Chain Strategy: Retailer Selection
    • Retailer Fit: The Importance of Selecting the Right Retailers
    • Push Versus Pull: Convincing Retailers to Carry Brands
    • 9.5 Power and Conflict in Supply Chains
    • Power in Supply Chains
    • Conflict in Supply Chains
    • 9.6 Relationship Marketing in Supply Chains
    • The What and Why of Relationship Marketing
    • Relationship Marketing and Vertical Marketing Systems
    • Chapter Summary
    • Key Concepts
    • Concept Questions
    • Application Questions
    • Running Case This Bar Saves Lives: Place Strategy for Growth

Chapter 10 Managing Price and Customer Cost Perceptions

    • Introduction
    • 10.1 The Price–Customer Cost Relationship
    • 10.2 Influences on Price Setting
    • Customer Perceptions
    • Internal Costs
    • Market Characteristics
    • Competition
    • 10.3 Pricing Strategy
    • Pricing Strategies for New Products
    • Pricing Strategy for Existing Products
    • 10.4 Price Calculations
    • Terms You Need to Know
    • 10.5 Price-Setting Steps
    • Setting a Base Price
    • Common Adjustments to the Base Price
    • 10.6 Legal Issues Related to Price Decisions
    • Protecting Companies from Negative Pricing Practices
    • Protecting Customers from Negative Pricing Practices
    • Chapter Summary
    • Key Concepts
    • Application Questions
    • Discussion Questions
    • Running Case This Bar Saves Lives: Pricing Under Pressure

Chapter 11 Using Promotion to Communicate with Customers

    • Introduction
    • 11.1 Managing the Promotion Mix
    • Overview of the Promotion Mix
    • Setting Promotion Objectives
    • Working with Promotional Budgets
    • 11.2 Group Promotion
    • Advertising
    • Sales Promotion
    • Public Relations
    • 11.3 Personalized Promotion
    • Personal Selling
    • Direct Marketing
    • Chapter Summary
    • Key Concepts
    • Application Questions
    • Discussion Questions
    • Running Case: This Bar Saves Lives

Chapter 12 Encouraging Participation to Connect with Customers

    • Introduction
    • 12.1 Customer Connections in the Age of Digital Marketing
    • Defining Digital Marketing, Digital Media, and Digital Media Tools
    • The Meaning and Importance of Customer Connections
    • 12.2 Trends in Digital Marketing
    • The Advent of Consumer Digital Culture
    • Omnichannel Marketing
    • The Rise of Mobile
    • Online Reviews: The New Word-of-Mouth
    • Brand Communities
    • 12.3 Social Media in Digital Marketing Strategy
    • Setting the Stage: The Social Media Environment
    • Connecting with Customers Using Social Media
    • Trends in Social Media
    • 12.4 Other Digital Media Used in Marketing Strategies
    • Company Websites and Website Strategies
    • Evolving Email Communication
    • Understanding Mobile Marketing
    • Quantified Self (QS) and Tracking Trends
    • Chapter Summary
    • Key Concepts
    • Application Questions
    • Discussion Questions
    • Running Case: This Bar Saves Lives

Chapter 13 Measuring Marketing Effectiveness through Metrics

    • Introduction
    • 13.1 The Process of Measuring Marketing Effectiveness
    • Set Tactical Objectives
    • Set or Adjust Investment Level
    • Select Appropriate Metrics and Execute Tactics
    • Collect Data and Calculate Metrics
    • Apply Metrics and Interpret Results
    • 13.2 Measuring General Tactical Success
    • Sales as an Overall Measure of Tactical Success
    • Other Overall Measures of Tactical Success
    • 13.3 Product-Related Metrics: Measuring the Success of Investments in Customer Benefits
    • 13.4 Place-Related Metrics: Researching the Value of Convenience and Availability
    • Supply Chain Logistical Performance
    • Distribution Intensity
    • 13.5 Price-Related Metrics: Covering the Cost of Delivering Benefits to Customers
    • Price and Demand: The Price Elasticity Metric
    • Pricing and Cost: Breakeven Analysis
    • 13.6 Promotion-Related Metrics: Evaluating the Success of Traditional Media Communication
    • 13.7 Participation-Related Metrics: Evaluating the Success of Digital Marketing
    • Chapter Summary
    • Key Concepts
    • Application Questions
    • Discussion Questions
    • Running Case: This Bar Saves Lives

Chapter 14 Developing an Integrated Marketing Mix

    • Introduction
    • 14.1 Integrating the Core Marketing Mix Linkages
    • 14.2 Supporting Marketing Mix Linkages
    • Effects of Product Decisions
    • How Can Place Support the Other Customer Elements of the Mix?
    • How Can Price Support the Other Customer Elements of the Mix?
    • How Can Promotion Support the Other Customer Elements of the Mix?
    • How Can Participation Support the Other Customer Elements of the Mix?
    • 14.3 Arriving at a Final Marketing Mix Solution
    • Establishing the Core Marketing Mix Elements
    • Deciding Which Supporting Elements to Use
    • Eliminating Inconsistent Elements from the Mix
    • Chapter Summary
    • Key Concepts
    • Application Questions
    • Discussion Questions
    • Running Case: This Bar Saves Lives

Chapter 15 Finalizing a Marketing Plan

    • Introduction
    • 15.1 Finalizing the Marketing Plan Tactics
    • From Ps and Cs to Marketing Tactics
    • Adjustments and Modification
    • 15.2 Finalizing the Marketing Plan Implementation
    • Responsibilities
    • Budgets
    • Timelines
    • 15.3 Finalizing the Marketing Plan Evaluation & Control Mechanisms
    • Point-in-Time Evaluations
    • Continuous Monitoring
    • Barriers to Successful Implementation and Control
    • Chapter Summary
    • Key Concepts
    • Application Questions
    • Discussion Questions
    • Running Case: This Bar Saves Lives

Glossary

Company Index

Subject Index

End User License Agreement

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