Test Bank for Internet Marketing, 4th Edition Debra Zahay Mary Lou Roberts

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Product details:

• ISBN-10 ‏ : ‎ 0357033884
• ISBN-13 ‏ : ‎ 978-0357033883
• Author: Mary Lou Roberts

INTERNET MARKETING provides comprehensive coverage of the rapidly changing field of Internet marketing that is timely and relevant. It relies on extant marketing theory where appropriate and introduces many conceptual frameworks to structure student understanding of Internet marketing issues. Above all, it works on the premise that the Internet–whether used as a medium of communication or as a channel of distribution–is only one component of the contemporary marketer’s arsenal.

Table of contents:

CHAPTER 1 Introduction to marketing 1

Introduction 3

1.1 What is marketing? 3

The marketing approach to business 6

The marketing process 8

1.2 The exchange of value 11

The market 12

Customers 13

Clients 13

Partners 13

Society 13

1.3 Ethics, corporate social responsibility and sustainable marketing 15

Ethics 15

Corporate social responsibility 17

Sustainability 20

Implementation of CSR and sustainability 21

1.4 The marketing mix 24

Product 24

Price 25

Promotion 26

Distribution (place) 26

People 27

Process 27

Physical evidence 27

1.5 Why study marketing? 29

Improve business performance 29

Higher quality of life 30

Contribute to a better world 31

Be a better customer 31

A rewarding career 31

Summary 34

Key terms 35

Case study 36

Advanced activity 38

Marketing plan activity 38

Websites 38

Endnotes 38

Acknowledgements 41

CHAPTER 2 The marketing environment and market analysis 42

Introduction 43

2.1 The marketing environment 44

2.2 Internal environment 46

Internal marketing 48

2.3 Micro environment 51

Customers and clients 51

Partners 51

Competitors 52

2.4 The macro environment 55

Political forces 57

Economic forces 57

Sociocultural forces 57

Technological forces 58

Environmental forces 58

Legal forces 59

Macro?]environmental complexity 59

2.5 Situation analysis and marketing planning 62

Marketing metrics 65

SWOT analysis 66

Summary 71

Key terms 72

Case study 72

Advanced activity 76

Marketing plan activity 76

Websites 76

Endnotes 76

Acknowledgements 77

CHAPTER 3 Market research 78

Introduction 79

3.1 The role of market research in marketing decisions 80

Marketing information systems 82

Overview of the market research process 83

When market research is appropriate 83

Ethics in market research 84

3.2 Defining a market research problem 86

Preparing a market research brief 87

3.3 Key research design issues 90

Types of research 90

Types of data 91

3.4 Data collection, analysis and reporting 100

Managing data collection 100

Data analysis 101

Drawing conclusions 103

Reporting the findings 103

Responding to the research problem 105

Summary 107

Key terms 108

Case study 109

Advanced activity 112

Marketing plan activity 112

Websites 112

Endnotes 112

Acknowledgements 114

CHAPTER 4 Consumer behaviour 115

Introduction 117

4.1 What is consumer behaviour? 118

Influences on consumer behaviour 118

4.2 Group factors 121

Cultural factors 122

Social factors 125

4.3 Individual factors 131

Personal characteristics 131

Psychological characteristics 135

4.4 Consumer involvement and the decision?]making process 142

Need/want recognition 143

Information search 144

Evaluation of options 144

Purchase 144

Post?]purchase evaluation 145

Summary 148

Key terms 149

Case study 150

Advanced activity 153

Marketing plan activity 153

Websites 153

Endnotes 153

Acknowledgements 154

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