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Table of contents:
Strategic Marketing and Its Environment
1(75)
Customer-Driven Strategic Marketing
2(22)
Marketing Defined
3(6)
Customers Are the Focus
3(1)
Marketing Deals with Products, Price, Distribution, and Promotion
4(2)
Marketing in Transition: Efficiency and Size Make Tiny Cars a Winning Segment
6(1)
Marketing Builds Relationships with Customers and Other Stakeholders
7(1)
Marketing Occurs in a Dynamic Environment
8(1)
Understanding the Marketing Concept
9(2)
Evolution of the Marketing Concept
10(1)
Entrepreneurial Marketing: Leatherman’s Marketing Appeals to Survivalists and More
11(1)
Implementing the Marketing Concept
12(1)
Managing Customer Relationships
12(1)
Value-Driven Marketing
13(2)
Marketing Management
15(1)
The Importance of Marketing in Our Global Economy
16(2)
Marketing Costs Consume a Sizable Portion of Buyers’ Dollars
16(1)
Marketing Is Used in Nonprofit Organizations
16(1)
Marketing Is Important to Businesses
17(1)
Marketing Fuels Our Global Economy
17(1)
Sustainable Marketing: Growing Eco-Responsible Buildings
18(6)
Marketing Knowledge Enhances Consumer Awareness
18(1)
Marketing Connects People Through Technology
18(1)
Socially Responsible Marketing Can Promote the Welfare of Customers and Stakeholders
19(1)
Marketing Offers Many Exciting Career Prospects
20(4)
Planning Marketing Strategies
24(25)
Understanding the Strategic Planning Process
25(1)
Assessing Organizational Resources and Opportunities
26(3)
SWOT Analysis
27(2)
Establishing an Organizational Mission and Goals
29(2)
Marketing in Transition: Guitar Hero Makes You a Rock Star
30(1)
Developing Corporate, Business-Unit, and Marketing Strategies
31(6)
Corporate Strategy
31(2)
Business-Unit Strategy
33(1)
Marketing Strategy
34(1)
Target Market Selection
35(2)
Creating the Marketing Plan
37(1)
Sustainable Marketing: Spudware… Not Just for Potato Heads
37(1)
Entrepreneurial Marketing: Marketing Entrepreneurs
38(1)
Implementing Marketing Strategies
38(11)
Approaches to Marketing Implementation
40(2)
Organizing Marketing Activities
42(1)
Controlling Marketing Activities
43(6)
The Marketing Environment, Social Responsibility, and Ethics
49(27)
The Marketing Environment
50(15)
Responding to the Marketing Environment
51(1)
Competitive Forces
51(2)
Economic Forces
53(3)
Political Forces
56(1)
Legal and Regulatory Forces
57(4)
Technological Forces
61(1)
Marketing in Transition: New Technology Provides Opportunities for Social Network Marketing
62(1)
Sociocultural Forces
62(3)
Social Responsibility and Ethics in Marketing
65(5)
Economic Dimension
66(1)
Legal Dimension
66(1)
Ethical Dimension
67(1)
Philanthropic Dimension
68(2)
Entrepreneurial Marketing: Entrepreneurs Fight Hunger with Plumpy’Nut
70(1)
Incorporating Social Responsibility and Ethics into Strategic Planning
71(1)
Sustainable Marketing: Solar Helps Create a Renewable World
71(5)
Marketing Research and Target Markets
76(50)
Marketing Research and Information Systems
77(25)
The Importance of Marketing Research
78(1)
Entrepreneurial Marketing: Imoderate Uses Text Messaging to Research Consumer Feelings
79(1)
The Marketing Research Process
79(13)
Locating and Defining Research Issues or Problems
80(1)
Designing the Research Project
80(3)
Collecting Data
83(7)
Marketing in Transition: Social Networks and Online Communities as Marketing Research
90(3)
Interpreting Research Findings
93
Sustainable Marketing: Message in a Bottle: Secondary Data Provide Recycling Lessons
92(2)
Reporting Research Findings
94(1)
Using Technology to Improve Marketing Information Gathering and Analysis
94(3)
Marketing Information Systems
95(1)
Databases
95(2)
Marketing Decision Support Systems
97(1)
Issues in Marketing Research
97(5)
The Importance of Ethical Marketing Research
97(1)
International Issues in Marketing Research
97(5)
Target Markets: Segmentation and Evaluation
102(24)
What Is a Market?
103(1)
Target-Market Selection Process
103(1)
Identify the Appropriate Targeting Strategy
104(4)
Undifferentiated Targeting Strategy
104(2)
Concentrated Targeting Strategy Through Market Segmentation
106(1)
Differentiated Targeting Strategy Through Market Segmentation
107(1)
Marketing in Transition: Targeting Technology Goes Social
107(1)
Determine Which Segmentation Variables to Use
108(9)
Variables for Segmenting Consumer Markets
108(1)
Entrepreneurial Marketing: Tasty Bite: Coming to America
109(5)
Sustainable Marketing: Who’s Green?
114(2)
Variables for Segmenting Business Markets
116(1)
Develop Market Segment Profiles
117(1)
Evaluate Relevant Market Segments
117(2)
Sales Estimates
117(1)
Competitive Assessment
118(1)
Cost Estimates
118(1)
Select Specific Target Markets
119(1)
Developing Sales Forecasts
119(7)
Executive Judgment
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