Test Bank for Essentials of Marketing, 3rd Edition: Lascu
Product details:
- ISBN-10 : 142662736X
- ISBN-13 : 978-1426627361
- Author: Dana-Nicoleta Lascu, Kenneth E. Clow
The text provides an introduction to the field of marketing, presenting basic concepts and current marketing theory, along with memorable and up-to-date marketing practice examples. The text offers an understanding of marketing within a constantly-changing and increasingly-complex global environment, and offers compelling examples of business-to-business marketing principles, and examples of marketing through channel structures from the producer to the end consumer.
Table contents:
- 1 Marketing dynamics
- Learning objectives
- Introduction
- Marketing defined
- The marketing concept in the organisation
- Marketing management responsibilities
- Marketing scope
- Chapter summary
- Questions for review and discussion
- Case study 1 Devices and desires
- References for chapter 1
- 2 The European marketing environment
- Learning objectives
- Introduction
- The nature of the European marketing environment
- The sociocultural environment
- The technological environment
- The economic environment
- The ethical environment
- The political and legal environments
- The ecological environment
- Chapter summary
- Questions for review and discussion
- Case study 2 Got any gum, chum?
- References for chapter 2
- 3 Buyer behaviour
- Learning objectives
- Introduction
- The consumer decision-making process
- Buying situations
- Environmental influences
- Psychological influences: the individual
- Sociocultural influences: the group
- Defining B2B marketing
- B2B customers
- Characteristics of B2B markets
- The buying decision-making process
- The buying centre
- Buying criteria
- Chapter summary
- Questions for review and discussion
- Case study 3 Choose your own remedy
- References for chapter 3
- 4 Segmenting markets
- Learning objectives
- Introduction
- The concept of segmentation
- Segmenting B2B markets
- Segmenting consumer markets
- Implementation of segmentation
- Benefits of segmentation
- The dangers of segmentation
- Criteria for successful segmentation
- Chapter summary
- Questions for review and discussion
- Case study 4 The colour of money: is the ‘pink pound’ any different?
- References for chapter 4
- 5 Marketing information and research
- Learning objectives
- Introduction
- Marketing research: definition and role
- Types of research
- Marketing information systems
- Decision support systems
- The marketing research process
- Secondary research
- Primary research
- Ethics in marketing research
- Chapter summary
- Questions for review and discussion
- Case study 5 ‘And now, here are the football results’
- References for chapter 5
- 6 Product
- Learning objectives
- Introduction
- Anatomy of a product
- Product classification
- Understanding the product range
- Branding
- Product management and strategy
- The product lifecycle
- Market evolution
- Product management and organisation
- Chapter summary
- Questions for review and discussion
- Case study 6 Opulence in the Orient
- References for chapter 6
- 7 Price
- Learning objectives
- Introduction
- The role and perception of price
- External influences on the pricing decision
- Internal influences on the pricing decision
- The process of price setting
- Chapter summary
- Questions for review and discussion
- Case study 7 You want to go compare? Simples
- References for chapter 7
- 8 Place
- Learning objectives
- Introduction
- Channel structures
- Rationale for using intermediaries
- Types of intermediary
- Channel strategy
- Chapter summary
- Questions for review and discussion
- Case study 8 Strolling down the virtual aisles
- References for chapter 8
- 9 Promotion: integrated marketing communication
- Learning objectives
- Introduction
- Communications planning model
- Communications planning model: review
- Chapter summary
- Questions for review and discussion
- Case study 9 Flying in from Rio
- References for chapter 9
- 10 Promotion: advertising and sales promotion
- Learning objectives
- Introduction
- The role of advertising
- Formulating the advertising message
- Advertising media
- Developing an advertising campaign
- Sales promotion
- Chapter summary
- Questions for review and discussion
- Case study 10 Celebrity endorsement: we can’t see the Woods for the tweets
- References for chapter 10
- 11 Promotion: direct and digital marketing
- Learning objectives
- Introduction
- Direct marketing
- Digital direct marketing
- Chapter summary
- Questions for review and discussion
- Case study 11 If the shoe fits . . .
- References for chapter 11
- 12 Promotion: personal selling, PR and sponsorship
- Learning objectives
- Introduction
- Personal selling: definition, role and tasks
- The personal-selling process
- Sales management
- Trade shows and exhibitions
- Public relations
- Sponsorship
- Cause-related marketing
- Chapter summary
- Questions for review and discussion
- Case study 12 Trust: winning it, exploiting it, losing it
- References for chapter 12
- 13 Marketing strategy and planning
- Learning objectives
- Introduction
- The role and importance of marketing planning and strategy
- Influences on planning and strategy
- The marketing planning process
- Organising marketing activities
- Controlling marketing activities
- Chapter summary
- Questions for review and discussion
- Case study 13 Retailing a sustainable strategy
- References for chapter 13
- 14 Services and non-profit marketing
- Learning objectives
- Introduction
- Perspectives on service markets
- Services marketing management
- Cause-related marketing
- Chapter summary
- Questions for review and discussion
- Case study 14 Fast-food: feeding the hungry traveller
- References for chapter 14
- Index
- A
- B
- C
- D
- E
- F
- G
- H
- I
- J
- K
- L
- M
- N
- O
- P
- Q
- R
- S
- T
- U
- V
- W
- Y
- Index of company names
- A
- B
- C
- D
- E
- F
- G
- H
- I
- K
- L
- M
- N
- O
- P
- Q
- R
- S
- T
- U
- V
- W
- Y
- Z
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