Test Bank for Preface to Marketing Management, 12 Edition : J. Paul Peter

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Product Details:

• ISBN-10 ‏ : ‎ 0071221115
• ISBN-13 ‏ : ‎ 978-0071221115
• Author:  J. Paul Peter

“Preface to Marketing Management, 12e”, by Peter and Donnelly, is praised in the market for its organization, format, clarity, brevity and flexibility. The text serves as an overview for critical issues in marketing management. Its brief, inexpensive, paperback format makes it a perfect fit for instructors who assign cases, readings, simulations or offer modules on marketing management for MBA students. The text also works in courses that implement a cross-functional curriculum where the students are required to purchase several texts.

 

Table of Content:

SECTION I ESSENTIALS OF MARKETING MANAGEMENT

1(1)

PART A INTRODUCTION

1(26)

Strategic Planning and the Marketing Management Process

2(25)

The Marketing Concept

2(1)

What is Marketing?

3(1)

What is Strategic Planning?

4(10)

Strategic Planning and Marketing Management

4(1)

The Strategic Planning Process

5(9)

The Complete Strategic Plan

14(1)

The Marketing Management Process

14(5)

Situation Analysis

14(3)

Marketing Planning

17(1)

Implementation and Control of the Marketing Plan

18(1)

Marketing Information Systems and Marketing Research

19(1)

The Strategic Plan, the Marketing Plan, and Other Functional Area Plans

19(1)

Marketing’s Role in Cross-Functional Strategic Planning

19(1)

Conclusion

20(7)

Portfolio Models

23(4)

PART B MARKETING INFORMATION, RESEARCH, AND UNDERSTANDING THE TARGET MARKET

27(50)

Marketing Research: Process and Systems for Decision Making

28(12)

The Role of Marketing Research

28(1)

The Marketing Research Process

29(9)

Purpose of the Research

29(1)

Plan of the Research

30(5)

Performance of the Research

35(1)

Processing of Research Data

35(1)

Preparation of the Research Report

36(1)

Limitations of the Research Process

36(2)

Marketing Information Systems

38(1)

Conclusion

39(1)

Consumer Behavior

40(13)

Social Influences on Consumer Decision Making

41(2)

Culture and Subculture

41(1)

Social Class

42(1)

Reference Groups and Families

43(1)

Marketing Influences on Consumer Decision Making

43(2)

Product Influences

43(1)

Price Influences

43(1)

Promotion Influences

44(1)

Place Influences

44(1)

Situational Influences on Consumer Decision Making

45(1)

Psychological Influences on Consumer Decision Making

45(1)

Product Knowledge

45(1)

Product Involvement

46(1)

Consumer Decision Making

46(6)

Need Recognition

47(1)

Alternative Search

48(1)

Alternative Evaluation

49(1)

Purchase Decision

49(1)

Postpurchase Evaluation

50(2)

Conclusion

52(1)

Business, Government, and Institutional Buying

53(11)

Categories of Organizational Buyers

53(1)

Producers

53(1)

Intermediaries

54(1)

Government Agencies

54(1)

Other Institutions

54(1)

The Organizational Buying Process

54(1)

Purchase-Type Influences on Organizational Buying

55(1)

Straight Rebuy

55(1)

Modified Rebuy

55(1)

New Task Purchase

55(1)

Structural Influences on Organizational Buying

56(2)

Purchasing Roles

56(1)

Organization-Specific Factors

57(1)

Purchasing Policies and Procedures

57(1)

Behavioral Influences on Organizational Buying

58(2)

Personal Motivations

58(1)

Role Perceptions

58(2)

Stages in the Organizational Buying Process

60(3)

Organizational Need

61(1)

Vendor Analysis

61(1)

Purchase Activities

61(1)

Postpurchase Evaluation

61(2)

Conclusion

63(1)

Market Segmentation

64(13)

Delineate the Firm’s Current Situation

64(1)

Determine Consumer Needs and Wants

65(1)

Divide Markets on Relevant Dimensions

65(8)

A Priori versus Post Hoc Segmentation

66(1)

Relevance of Segmentation Dimensions

66(1)

Bases for Segmentation

67(6)

Develop Product Positioning

73(1)

Decide Segmentation Strategy

74(1)

Design Marketing Mix Strategy

75(1)

Conclusion

76(1)

PART C THE MARKETING MIX

77(94)

Product and Brand Strategy

78(18)

Basic Issues in Product Management

78(10)

Product Definition

78(1)

Product Classification

79(1)

Product Quality and Value

80(1)

Product Mix and Product Line

81(1)

Branding and Brand Equity

82(4)

Packaging

86(2)

Product Life Cycle

88(3)

Product Adoption and Diffusion

91(1)

The Product Audit

91(2)

Deletions

91(2)

Product Improvement

93(1)

Organizing for Product Management

93(2)

Conclusion

95(1)

New Product Planning and Development

96(14)

New Product Strategy

97(2)

New Product Planning and Development Process

99(6)

Idea Generation

99(2)

Idea Screening

101(1)

Project Planning

102(1)

Product Development

103(1)

Test Marketing

103(1)

Commercialization

104(1)

The Importance of Time

104(1)

Some Important New Product Decisions

105(2)

Quality Level

105(1)

Product Features

106(1)

Product Design

106(1)

Product Safety

107(1)

Causes of New Product Failure

107(2)

Need for Research

107(2)

Conclusion

109(1)

Integrated Marketing Communications

110(20)

Strategic Goals of Marketing Communications

110(1)

Create Awareness

110(1)

Build Positive Images

110(1)

Identify Prospects

110(1)

Build Channel Relationships

111(1)

Retain Customers

111(1)

The Promotion Mix

111(1)

Integrated Marketing Communications

112(2)

Advertising: Planning and Strategy

114(1)

Objectives of Advertising

114(1)

Advertising Decisions

114(8)

The Expenditure Questions

115(3)

The Allocation Question

118(4)

Sales Promotion

122(4)

Push versus Pull Marketing

122(1)

Trade Sales Promotions

123(1)

Consumer Promotions

124(1)

What Sales Promotions Can and Can’t Do

124(2)

Public Relations

126(1)

Direct Marketing

126(1)

Conclusion

127(3)

Major Federal Agencies Involved in Control of Advertising

129(1)

Personal Selling, Relationship Building, and Sales Management

130(16)

Importance of Personal Selling

130(1)

The Sales Process

131(8)

Objectives of the Sales Force

131(1)

The Sales Relationship-Building Process

132(6)

People Who Support the Sales Force

138(1)

Managing the Sales and Relationship-Building Process

139(5)

The Sales Management Task

139(1)

Controlling the Sales Force

140(4)

Motivating and Compensating Performance

144(1)

Conclusion

144(2)

Distribution Strategy

146(15)

The Need for Marketing Intermediaries

146(1)

Classification of Marketing Intermediaries and Functions

146(2)

Channels of Distribution

148(1)

Selecting Channels of Distribution

149(3)

Specific Considerations

149(3)

Managing a Channel of Distribution

152(3)

Relationship Marketing in Channels

152(1)

Vertical Marketing Systems

152(3)

Wholesaling

155(1)

Store and Nonstore Retailing

156(4)

Store Retailing

156(1)

Nonstore Retailing

157(3)

Conclusion

160(1)

Pricing Strategy

161(10)

Demand Influences on Pricing Decisions

161(2)

Demographic Factors

161(1)

Psychological Factors

161(1)

Price Elasticity

162(1)

Supply Influences on Pricing Decisions

163(3)

Pricing Objectives

163(1)

Cost Considerations in Pricing

163(2)

Product Considerations in Pricing

165(1)

Environmental Influences on Pricing Decisions

166(1)

Competition

166(1)

Government Regulations

166(1)

A General Pricing Model

167(3)

Set Pricing Objectives

167(1)

Evaluate Product-Price Relationships

167(1)

Estimate Costs and Other Price Limitations

168(1)

Analyze Profit Potential

169(1)

Set Initial Price Structure

169(1)

Change Price as Needed

170(1)

Conclusion

170(1)

PART D MARKETING IN SPECIAL FIELDS

171(34)

The Marketing of Services

172(16)

Important Characteristics of Services

174(4)

Intangibility

174(1)

Inseparability

175(1)

Persihability and Fluctuating Demand

176(1)

Client Relationship

176(1)

Customer Effort

177(1)

Uniformity

178(1)

Providing Quality Services

178(4)

Customer Satisfaction Measurement

180(1)

The Importance of Internal Marketing

180(2)

Overcoming the Obstacles in Service Marketing

182(2)

Limited View of Marketing

182(1)

Limited Competition

182(1)

Noncreative Management

183(1)

No Obsolescence

183(1)

The Service Challenge

184(3)

Banking

184(1)

Health Care

184(1)

Insurance

185(1)

Travel

185(1)

Implications for Service Marketers

186(1)

Conclusion

187(1)

Global Marketing

188(17)

The Competitive Advantage of Nations

189(1)

Organizing for Global Marketing

190(5)

Problems with Entering Foreign Markets

190(3)

Organizing the Multinational Company

193(2)

Programming for Global Marketing

195(5)

Global Marketing Research

195(3)

Global Product Strategy

198(1)

Global Distribution Strategy

198(1)

Global Pricing Strategy

199(1)

Global Advertising and Sales Promotion Strategy

199(1)

Entry and Growth Strategies for Global Marketing

200(3)

Conclusion

203(2)

SECTION II ANALYZING MARKETING PROBLEMS AND CASES

205(14)

A Case Analysis Framework

206(7)

Analyze and Record the Current Situation

207(4)

Analyze and Record Problems and Their Core Elements

211(1)

Formulate, Evaluate, and Record Alternative Courses of Action

212(1)

Select and Record the Chosen Alternative and Implementation Details

213(1)

Pitfalls to Avoid in Case Analysis

213(3)

Communicating Case Analyses

216(2)

The Written Report

216(2)

The Oral Presentation

218(1)

Conclusion

218(1)

SECTION III FINANCIAL ANALYSIS FOR MARKETING DECISIONS

219(10)

Financial Analysis

220(8)

Break-Even Analysis

220(2)

Net Present Value Analysis

222(2)

Ratio Analysis

224(4)

Conclusion

228(1)

SECTION IV DEVELOPING MARKETING PLANS

229(12)

A Marketing Plan Framework

230(9)

Title Page

231(1)

Executive Summary

231(1)

Table of Contents

232(1)

Introduction

232(1)

Situational Analysis

232(1)

Marketing Planning

232(2)

Implementation and Control of the Marketing Plan

234(2)

Summary

236(1)

Financial Analysis

236(3)

References

239(1)

Conclusion

239(2)

Chapter Notes

241(7)

Index

248

 

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