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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
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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