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Test Bank for Marketing 2018, 19th Edition William M. Pride O. C. Ferrell

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Test Bank for Marketing 2018, 19th Edition, William M. Pride, O. C. Ferrell

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Product Details:

  • ISBN-10 ‏ : ‎ 0357033752
  • ISBN-13 ‏ : ‎ 978-0357033753
  • Author:  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:

  1. Part 1: Marketing Strategy and Customer Relationships
  2. Chapter 1: An Overview of Strategic Marketing
  3. 1-1 Defining Marketing
  4. 1-2 Marketing Deals with Products, Distribution, Promotion, and Price
  5. 1-3 Marketing Creates Value
  6. 1-4 Marketing Occurs in a Dynamic Environment
  7. 1-5 Understanding the Marketing Concept
  8. 1-6 Customer Relationship Management
  9. 1-7 The Importance of Marketing in Our Global Economy
  10. Summary
  11. Important Terms
  12. Discussion and Review Questions
  13. Chapter 2: Planning, Implementing, and Evaluating Marketing Strategies
  14. 2-1 The Strategic Planning Process
  15. 2-2 Establishing Mission, Goals, and Strategies
  16. 2-3 Assessing Organizational Resources and Opportunities
  17. 2-4 Developing Marketing Objectives and Marketing Strategies
  18. 2-5 Managing Marketing Implementation
  19. 2-6 Evaluating Marketing Strategies
  20. 2-7 Creating the Marketing Plan
  21. Summary
  22. Important Terms
  23. Discussion and Review Questions
  24. Part 2: Environmental Forces and Social and Ethical Responsibilities
  25. Chapter 3: The Marketing Environment
  26. 3-1 Examining and Responding to the Marketing Environment
  27. 3-2 Competitive Forces
  28. 3-3 Economic Forces
  29. 3-4 Political Forces
  30. 3-5 Legal and Regulatory Forces
  31. 3-6 Technological Forces
  32. 3-7 Sociocultural Forces
  33. Summary
  34. Important Terms
  35. Discussion and Review Questions
  36. Chapter 4: Social Responsibility and Ethics in Marketing
  37. 4-1 The Nature of Social Responsibility
  38. 4-2 Marketing Ethics
  39. 4-3 The Nature of Marketing Ethics
  40. 4-4 Improving Marketing Ethics
  41. 4-5 Incorporating Social Responsibility and Ethics into Strategic Planning
  42. Summary
  43. Important Terms
  44. Discussion and Review Questions
  45. Part 3: Marketing Research and Target Market Analysis
  46. Chapter 5: Marketing Research and Information Systems
  47. 5-1 The Importance of Marketing Research
  48. 5-2 Types of Research
  49. 5-3 The Marketing Research Process
  50. 5-4 Using Technology to Improve Marketing Information Gathering and Analysis
  51. 5-5 Issues in Marketing Research
  52. Summary
  53. Important Terms
  54. Discussion and Review Questions
  55. Chapter 6: Target Markets: Segmentation and Evaluation
  56. 6-1 What Are Markets?
  57. 6-2 Target Market Selection Process
  58. 6-3 Step 1: Identify the Appropriate Targeting Strategy
  59. 6-4 Step 2: Determine Which Segmentation Variables to Use
  60. 6-5 Step 3: Develop Market Segment Profiles
  61. 6-6 Step 4: Evaluate Relevant Market Segments
  62. 6-7 Step 5: Select Specific Target Markets
  63. 6-8 Developing Sales Forecasts
  64. Summary
  65. Important Terms
  66. Discussion and Review Questions
  67. Part 4: Buying Behavior, Global Marketing, and Digital Marketing
  68. Chapter 7: Consumer Buying Behavior
  69. 7-1 Consumer Buying Decision Process
  70. 7-2 Types of Consumer Decision Making and Level of Involvement
  71. 7-3 Situational Influences on the Buying Decision Process
  72. 7-4 Psychological Influences on the Buying Decision Process
  73. 7-5 Social Influences on the Buying Decision Process
  74. 7-6 Consumer Misbehavior
  75. Summary
  76. Important Terms
  77. Discussion and Review Questions
  78. Chapter 8: Business Markets and Buying Behavior
  79. 8-1 Business Markets
  80. 8-2 Using the North American Industry Classification System to Identify and Assess Business Customer
  81. 8-3 Dimensions of Marketing to Business Customers
  82. 8-4 Business Buying Decisions
  83. 8-5 Reliance on the Internet and Other Technology
  84. Summary
  85. Important Terms
  86. Discussion and Review Questions
  87. Chapter 9: Reaching Global Markets
  88. 9-1 The Nature of Global Marketing Strategy
  89. 9-2 Environmental Forces in Global Markets
  90. 9-3 Regional Trade Alliances, Markets, and Agreements
  91. 9-4 Modes of Entry into International Markets
  92. 9-5 Global Organizational Structures
  93. 9-6 Customization versus Globalization of International Marketing Mixes
  94. Summary
  95. Important Terms
  96. Discussion and Review Questions
  97. Chapter 10: Digital Marketing and Social Networking
  98. 10-1 Defining Digital Marketing
  99. 10-2 Growth and Benefits of Digital Marketing
  100. 10-3 Types of Consumer-Generated Marketing and Digital Media
  101. 10-4 Changing Digital Media Behaviors of Consumers
  102. 10-5 E-Marketing Strategy
  103. 10-6 Ethical and Legal Issues
  104. Summary
  105. Important Terms
  106. Discussion and Review Questions
  107. Part 5: Product Decisions
  108. Chapter 11: Product Concepts, Branding, and Packaging
  109. 11-1 What Is a Product?
  110. 11-2 Classifying Products
  111. 11-3 Product Line and Product Mix
  112. 11-4 Product Life Cycles and Marketing Strategies
  113. 11-5 Product Adoption Process
  114. 11-6 Branding
  115. 11-7 Packaging
  116. 11-8 Labeling
  117. Summary
  118. Important Terms
  119. Discussion and Review Questions
  120. Chapter 12: Developing and Managing Products
  121. 12-1 Managing Existing Products
  122. 12-2 Developing New Products
  123. 12-3 Product Differentiation through Quality, Design, and Support Services
  124. 12-4 Product Positioning and Repositioning
  125. 12-5 Product Deletion
  126. 12-6 Organizing to Develop and Manage Products
  127. Summary
  128. Important Terms
  129. Discussion and Review Questions
  130. Chapter 13: Services Marketing
  131. 13-1 The Growth and Importance of Services
  132. 13-2 Characteristics of Services
  133. 13-3 Developing and Managing Marketing Mixes for Services
  134. 13-4 Service Quality
  135. 13-5 Nonprofit Marketing
  136. Summary
  137. Important Terms
  138. Discussion and Review Questions
  139. Part 6: Distribution Decisions
  140. Chapter 14: Marketing Channels and Supply-Chain Management
  141. 14-1 Foundations of the Supply Chain
  142. 14-2 The Role of Marketing Channels in Supply Chains
  143. 14-3 Intensity of Market Coverage
  144. 14-4 Strategic Issues in Marketing Channels
  145. 14-5 Physical Distribution in Supply-Chain Management
  146. 14-6 Legal Issues in Channel Management
  147. Summary
  148. Important Terms
  149. Discussion and Review Questions
  150. Chapter 15: Retailing, Direct Marketing, and Wholesaling
  151. 15-1 Retailing
  152. 15-2 Major Types of Retail Stores
  153. 15-3 Strategic Issues in Retailing
  154. 15-4 Direct Marketing, Direct Selling, and Vending
  155. 15-5 Franchising
  156. 15-6 Wholesaling
  157. Summary
  158. Important Terms
  159. Discussion and Review Questions
  160. Part 7: Promotion Decisions
  161. Chapter 16: Integrated Marketing Communications
  162. 16-1 The Nature of Integrated Marketing Communications
  163. 16-2 Promotion and the Communication Process
  164. 16-3 The Role and Objectives of Promotion
  165. 16-4 The Promotion Mix
  166. 16-5 Selecting Promotion Mix Factors
  167. 16-6 The Impact of Word-of-Mouth Communications on Promotion
  168. 16-7 Product Placement as Promotion
  169. 16-8 Criticisms and Defenses of Promotion
  170. Summary
  171. Important Terms
  172. Discussion and Review Questions
  173. Chapter 17: Advertising and Public Relations
  174. 17-1 The Nature and Types of Advertising
  175. 17-2 Developing an Advertising Campaign
  176. 17-3 Who Develops the Advertising Campaign?
  177. 17-4 Public Relations
  178. 17-5 Public Relations Tools
  179. Summary
  180. Important Terms
  181. Discussion and Review Questions
  182. Chapter 18: Personal Selling and Sales Promotion
  183. 18-1 The Nature and Goals of Personal Selling
  184. 18-2 Steps of the Personal Selling Process
  185. 18-3 Types of Salespeople
  186. 18-4 Team Selling and Relationship Selling
  187. 18-5 Sales Force Management
  188. 18-6 Sales Promotion
  189. 18-7 Consumer Sales Promotion Methods
  190. 18-8 Trade Sales Promotion Methods
  191. Summary
  192. Important Terms
  193. Discussion and Review Questions
  194. Part 8: Pricing Decisions
  195. Chapter 19: Pricing Concepts
  196. 19-1 The Importance of Price in Marketing
  197. 19-2 Price and Nonprice Competition
  198. 19-3 Demand Curves and Price Elasticity
  199. 19-4 Demand, Cost, and Profit Relationships
  200. 19-5 Factors That Affect Pricing Decisions
  201. 19-6 Pricing for Business Markets
  202. Summary
  203. Important Terms
  204. Discussion and Review Questions
  205. Chapter 20: Setting Prices
  206. 20-1 Development of Pricing Objectives
  207. 20-2 Assessment of the Target Market’s Evaluation of Price
  208. 20-3 Evaluation of Competitors’ Prices
  209. 20-4 Selection of a Basis for Pricing
  210. 20-5 Selection of a Pricing Strategy
  211. 20-6 Determination of a Specific Price
  212. Summary
  213. Important Terms
  214. Discussion and Review Questions
  215. Glossary
  216. Name Index
  217. Organization Index
  218. Subject Index

 

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