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MKTG

MKTG 13th Edition

By: Charles W. Lamb Joe F. Hair Carl McDaniel
ISBN-10: 0357446895
/ ISBN-13: 9780357127889
Edition: 13th Edition
Language: English
				
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Contents

Chapter 1: An Overview of Marketing

    • 1-1 What Is Marketing?
    • 1-2 Marketing Management Philosophies
    • 1-3 Differences Between Sales and Market Orientations
    • 1-4 Why Study Marketing?

Chapter 2: Strategic Planning for Competitive Advantage

    • 2-1 The Nature of Strategic Planning
    • 2-2 Strategic Business Units
    • 2-3 Strategic Alternatives
    • 2-4 Defining the Business Mission
    • 2-5 Conducting a Situation Analysis
    • 2-6 Competitive Advantage
    • 2-7 Setting Marketing Plan Objectives
    • 2-8 Describing the Target Market
    • 2-9 The Marketing Mix
    • 2-10 Following up on the Marketing Plan
    • 2-11 Effective Strategic Planning

Chapter 3: Ethics and Social Responsibility

    • 3-1 Determinants of a Civil Society
    • 3-2 The Concept of Ethical Behavior
    • 3-3 Ethical Behavior in Business
    • 3-4 Corporate Social Responsibility
    • 3-5 Arguments for and Against Social Responsibility
    • 3-6 Cause-Related Marketing

Chapter 4: The Marketing Environment

    • 4-1 The External Marketing Environment
    • 4-2 Social Factors
    • 4-3 Demographic Factors
    • 4-4 Growing Ethnic Markets
    • 4-5 Economic Factors
    • 4-6 Technology and Innovation
    • 4-7 Political and Legal Factors
    • 4-8 Competitive Factors

Chapter 5: Developing a Global Vision

    • 5-1 Rewards of Global Marketing and the Shifting Global Business Landscape
    • 5-2 Multinational Firms
    • 5-3 External Environment Faced by Global Marketers
    • 5-4 Global Marketing by the Individual Firm
    • 5-5 The Global Marketing Mix
    • 5-6 The Impact of the Internet

Chapter 6: Consumer Decision Making

    • 6-1 The Importance of Understanding Consumer Behavior
    • 6-2 The Traditional Consumer Decision-Making Process
    • 6-3 Postpurchase Behavior
    • 6-4 Types of Consumer Buying Decisions and Consumer Involvement
    • 6-5 Reconceptualizing the Consumer Decision-Making Process
    • 6-6 Cultural Influences on Consumer Buying Decisions
    • 6-7 Social Influences on Consumer Buying Decisions
    • 6-8 Individual Influences on Consumer Buying Decisions
    • 6-9 Psychological Influences on Consumer Buying Decisions

Chapter 7: Business Marketing

    • 7-1 What Is Business Marketing?
    • 7-2 Trends in B-to-B Internet Marketing
    • 7-3 Relationship Marketing and Strategic Alliances
    • 7-4 Major Categories of Business Customers
    • 7-5 The North American Industry Classification System
    • 7-6 Business Versus Consumer Markets
    • 7-7 Types of Business Products
    • 7-8 Business Buying Behavior

Chapter 8: Segmenting and Targeting Markets

    • 8-1 Markets and Market Segments
    • 8-2 The Importance of Market Segmentation
    • 8-3 Criteria for Successful Segmentation
    • 8-4 Bases for Segmenting Consumer Markets
    • 8-5 Bases for Segmenting Business Markets
    • 8-6 Steps in Segmenting a Market
    • 8-7 Strategies for Selecting Target Markets
    • 8-8 CRM as a Targeting Tool
    • 8-9 Positioning

Chapter 9: Marketing Research

    • 9-1 The Role of Marketing Research
    • 9-2 Steps in a Marketing Research Project
    • 9-3 The Profound Impact of the Internet and Smart Devices on Marketing Research
    • 9-4 The Growing Importance of Mobile Research
    • 9-5 Scanner-Based Research
    • 9-6 When Should Marketing Research Be Conducted?
    • 9-7 Competitive Intelligence

Chapter 10: Product Concepts

    • 10-1 What Is a Product?
    • 10-2 Types of Consumer Products
    • 10-3 Product Items, Lines, and Mixes
    • 10-4 Branding
    • 10-5 Packaging
    • 10-6 Global Issues in Branding and Packaging
    • 10-7 Product Warranties

Chapter 11: Developing and Managing Products

    • 11-1 The Importance of New Products
    • 11-2 The New-Product Development Process
    • 11-3 Why Some Products Succeed and Others Fail
    • 11-4 Global Issues in New-Product Development
    • 11-5 The Spread of New Products
    • 11-6 Product Life Cycles

Chapter 12: Services and Nonprofit Organization Marketing

    • 12-1 The Importance of Services
    • 12-2 How Services Differ from Goods
    • 12-3 Service Quality
    • 12-4 Marketing Mixes for Services
    • 12-5 Relationship Marketing in Services
    • 12-6 Internal Marketing in Service Firms
    • 12-7 Nonprofit Organization Marketing
    • 12-8 Global Issues in Services Marketing

Chapter 13: Supply Chain Management and Marketing Channels

    • 13-1 Supply Chains and Supply Chain Management
    • 13-2 Supply Chain Integration
    • 13-3 The Key Processes of Supply Chain Management
    • 13-4 Sustainable Supply Chain Management
    • 13-5 The Digitalization of the Supply Chain
    • 13-6 Marketing Channels and Channel Intermediaries
    • 13-7 Channel Structures
    • 13-8 Omnichannel Versus Multichannel Marketing

Chapter 14: Retailing

    • 14-1 The Importance of Retailing
    • 14-2 Types of Retailers and Retail Operations
    • 14-3 The Rise of Nonstore Retailing
    • 14-4 Retail Operations Models
    • 14-5 Executing a Retail Marketing Strategy
    • 14-6 Retailing Decisions for Services
    • 14-7 Addressing Retail Product/Service Failures
    • 14-8 Retailer and Retail Customer Trends and Advancements

Chapter 15: Marketing Communications

    • 15-1 The Role of Promotion in the Marketing Mix
    • 15-2 Marketing Communication
    • 15-3 The Goals of Promotion
    • 15-4 The Promotional Mix
    • 15-5 Promotional Goals and the AIDA Concept
    • 15-6 Integrated Marketing Communications
    • 15-7 Factors Affecting the Promotional Mix

Chapter 16: Advertising, Public Relations, and Sales Promotion

    • 16-1 The Effects of Advertising
    • 16-2 Major Types of Advertising
    • 16-3 Creative Decisions in Advertising
    • 16-4 Media Decisions in Advertising
    • 16-5 Public Relations
    • 16-6 Sales Promotion

Chapter 17: Personal Selling and Sales Management

    • 17-1 The Sales Environment
    • 17-2 Personal Selling
    • 17-3 Technology’s Impact on Selling
    • 17-4 Relationship Selling
    • 17-5 Steps in the Selling Process
    • 17-6 Sales Management
    • 17-7 Customer Relationship Management and the Sales Process

Chapter 18: Social Media and Marketing

    • 18-1 What Are Social Media?
    • 18-2 Creating and Leveraging a Social Media Campaign
    • 18-3 Evaluation and Measurement of Social Media
    • 18-4 Social Behavior of Consumers
    • 18-5 Social Media Tools: Consumer- and Corporate- Generated Content
    • 18-6 Social Media and Mobile Technology
    • 18-7 The Social Media Plan

Chapter 19: Pricing Concepts

    • 19-1 The Importance of Price
    • 19-2 Pricing Objectives
    • 19-3 The Demand Determinant of Price
    • 19-4 Dynamic Pricing and the Growing use of Artificial Intelligence in Setting Prices
    • 19-5 The Cost Determinant of Price
    • 19-6 Other Determinants of Price
    • 19-7 How to Set a Price on a Product
    • 19-8 Tactics for Fine-Tuning the Base Price
    • 19-9 The Legality of Price Strategy

Appendix

Endnotes

Index


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