This is completed downloadable of Test Bank for Marketing 2018, 19th Edition, William M. Pride, O. C. Ferrell
Product Details:
- ISBN-10 ‏ : ‎ 0357033752
- ISBN-13 ‏ : ‎ 978-0357033753
- Author:Â William M. Pride, O. C. Ferrell
PRODUCT ONLY AVAILABLE WITHIN CENGAGE UNLIMITED. MARKETING is a thorough overview of essential marketing principles in a visually engaging presentation. This popular resource helps you develop the knowledge and decision-making skills to succeed. MARKETING offers in-depth coverage of fundamental marketing concepts and strategies, plus practical applications and real-world examples, including material on social networking, digital marketing, social and environmental responsibility, globalization, entrepreneurship, and marketing in times of transition.
Table of Content:
- Part 1: Marketing Strategy and Customer Relationships
- Chapter 1: An Overview of Strategic Marketing
- 1-1 Defining Marketing
- 1-2 Marketing Deals with Products, Distribution, Promotion, and Price
- 1-3 Marketing Creates Value
- 1-4 Marketing Occurs in a Dynamic Environment
- 1-5 Understanding the Marketing Concept
- 1-6 Customer Relationship Management
- 1-7 The Importance of Marketing in Our Global Economy
- Summary
- Important Terms
- Discussion and Review Questions
- Chapter 2: Planning, Implementing, and Evaluating Marketing Strategies
- 2-1 The Strategic Planning Process
- 2-2 Establishing Mission, Goals, and Strategies
- 2-3 Assessing Organizational Resources and Opportunities
- 2-4 Developing Marketing Objectives and Marketing Strategies
- 2-5 Managing Marketing Implementation
- 2-6 Evaluating Marketing Strategies
- 2-7 Creating the Marketing Plan
- Summary
- Important Terms
- Discussion and Review Questions
- Part 2: Environmental Forces and Social and Ethical Responsibilities
- Chapter 3: The Marketing Environment
- 3-1 Examining and Responding to the Marketing Environment
- 3-2 Competitive Forces
- 3-3 Economic Forces
- 3-4 Political Forces
- 3-5 Legal and Regulatory Forces
- 3-6 Technological Forces
- 3-7 Sociocultural Forces
- Summary
- Important Terms
- Discussion and Review Questions
- Chapter 4: Social Responsibility and Ethics in Marketing
- 4-1 The Nature of Social Responsibility
- 4-2 Marketing Ethics
- 4-3 The Nature of Marketing Ethics
- 4-4 Improving Marketing Ethics
- 4-5 Incorporating Social Responsibility and Ethics into Strategic Planning
- Summary
- Important Terms
- Discussion and Review Questions
- Part 3: Marketing Research and Target Market Analysis
- Chapter 5: Marketing Research and Information Systems
- 5-1 The Importance of Marketing Research
- 5-2 Types of Research
- 5-3 The Marketing Research Process
- 5-4 Using Technology to Improve Marketing Information Gathering and Analysis
- 5-5 Issues in Marketing Research
- Summary
- Important Terms
- Discussion and Review Questions
- Chapter 6: Target Markets: Segmentation and Evaluation
- 6-1 What Are Markets?
- 6-2 Target Market Selection Process
- 6-3 Step 1: Identify the Appropriate Targeting Strategy
- 6-4 Step 2: Determine Which Segmentation Variables to Use
- 6-5 Step 3: Develop Market Segment Profiles
- 6-6 Step 4: Evaluate Relevant Market Segments
- 6-7 Step 5: Select Specific Target Markets
- 6-8 Developing Sales Forecasts
- Summary
- Important Terms
- Discussion and Review Questions
- Part 4: Buying Behavior, Global Marketing, and Digital Marketing
- Chapter 7: Consumer Buying Behavior
- 7-1 Consumer Buying Decision Process
- 7-2 Types of Consumer Decision Making and Level of Involvement
- 7-3 Situational Influences on the Buying Decision Process
- 7-4 Psychological Influences on the Buying Decision Process
- 7-5 Social Influences on the Buying Decision Process
- 7-6 Consumer Misbehavior
- Summary
- Important Terms
- Discussion and Review Questions
- Chapter 8: Business Markets and Buying Behavior
- 8-1 Business Markets
- 8-2 Using the North American Industry Classification System to Identify and Assess Business Customer
- 8-3 Dimensions of Marketing to Business Customers
- 8-4 Business Buying Decisions
- 8-5 Reliance on the Internet and Other Technology
- Summary
- Important Terms
- Discussion and Review Questions
- Chapter 9: Reaching Global Markets
- 9-1 The Nature of Global Marketing Strategy
- 9-2 Environmental Forces in Global Markets
- 9-3 Regional Trade Alliances, Markets, and Agreements
- 9-4 Modes of Entry into International Markets
- 9-5 Global Organizational Structures
- 9-6 Customization versus Globalization of International Marketing Mixes
- Summary
- Important Terms
- Discussion and Review Questions
- Chapter 10: Digital Marketing and Social Networking
- 10-1 Defining Digital Marketing
- 10-2 Growth and Benefits of Digital Marketing
- 10-3 Types of Consumer-Generated Marketing and Digital Media
- 10-4 Changing Digital Media Behaviors of Consumers
- 10-5 E-Marketing Strategy
- 10-6 Ethical and Legal Issues
- Summary
- Important Terms
- Discussion and Review Questions
- Part 5: Product Decisions
- Chapter 11: Product Concepts, Branding, and Packaging
- 11-1 What Is a Product?
- 11-2 Classifying Products
- 11-3 Product Line and Product Mix
- 11-4 Product Life Cycles and Marketing Strategies
- 11-5 Product Adoption Process
- 11-6 Branding
- 11-7 Packaging
- 11-8 Labeling
- Summary
- Important Terms
- Discussion and Review Questions
- Chapter 12: Developing and Managing Products
- 12-1 Managing Existing Products
- 12-2 Developing New Products
- 12-3 Product Differentiation through Quality, Design, and Support Services
- 12-4 Product Positioning and Repositioning
- 12-5 Product Deletion
- 12-6 Organizing to Develop and Manage Products
- Summary
- Important Terms
- Discussion and Review Questions
- Chapter 13: Services Marketing
- 13-1 The Growth and Importance of Services
- 13-2 Characteristics of Services
- 13-3 Developing and Managing Marketing Mixes for Services
- 13-4 Service Quality
- 13-5 Nonprofit Marketing
- Summary
- Important Terms
- Discussion and Review Questions
- Part 6: Distribution Decisions
- Chapter 14: Marketing Channels and Supply-Chain Management
- 14-1 Foundations of the Supply Chain
- 14-2 The Role of Marketing Channels in Supply Chains
- 14-3 Intensity of Market Coverage
- 14-4 Strategic Issues in Marketing Channels
- 14-5 Physical Distribution in Supply-Chain Management
- 14-6 Legal Issues in Channel Management
- Summary
- Important Terms
- Discussion and Review Questions
- Chapter 15: Retailing, Direct Marketing, and Wholesaling
- 15-1 Retailing
- 15-2 Major Types of Retail Stores
- 15-3 Strategic Issues in Retailing
- 15-4 Direct Marketing, Direct Selling, and Vending
- 15-5 Franchising
- 15-6 Wholesaling
- Summary
- Important Terms
- Discussion and Review Questions
- Part 7: Promotion Decisions
- Chapter 16: Integrated Marketing Communications
- 16-1 The Nature of Integrated Marketing Communications
- 16-2 Promotion and the Communication Process
- 16-3 The Role and Objectives of Promotion
- 16-4 The Promotion Mix
- 16-5 Selecting Promotion Mix Factors
- 16-6 The Impact of Word-of-Mouth Communications on Promotion
- 16-7 Product Placement as Promotion
- 16-8 Criticisms and Defenses of Promotion
- Summary
- Important Terms
- Discussion and Review Questions
- Chapter 17: Advertising and Public Relations
- 17-1 The Nature and Types of Advertising
- 17-2 Developing an Advertising Campaign
- 17-3 Who Develops the Advertising Campaign?
- 17-4 Public Relations
- 17-5 Public Relations Tools
- Summary
- Important Terms
- Discussion and Review Questions
- Chapter 18: Personal Selling and Sales Promotion
- 18-1 The Nature and Goals of Personal Selling
- 18-2 Steps of the Personal Selling Process
- 18-3 Types of Salespeople
- 18-4 Team Selling and Relationship Selling
- 18-5 Sales Force Management
- 18-6 Sales Promotion
- 18-7 Consumer Sales Promotion Methods
- 18-8 Trade Sales Promotion Methods
- Summary
- Important Terms
- Discussion and Review Questions
- Part 8: Pricing Decisions
- Chapter 19: Pricing Concepts
- 19-1 The Importance of Price in Marketing
- 19-2 Price and Nonprice Competition
- 19-3 Demand Curves and Price Elasticity
- 19-4 Demand, Cost, and Profit Relationships
- 19-5 Factors That Affect Pricing Decisions
- 19-6 Pricing for Business Markets
- Summary
- Important Terms
- Discussion and Review Questions
- Chapter 20: Setting Prices
- 20-1 Development of Pricing Objectives
- 20-2 Assessment of the Target Market’s Evaluation of Price
- 20-3 Evaluation of Competitors’ Prices
- 20-4 Selection of a Basis for Pricing
- 20-5 Selection of a Pricing Strategy
- 20-6 Determination of a Specific Price
- Summary
- Important Terms
- Discussion and Review Questions
- Glossary
- Name Index
- Organization Index
- Subject Index
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