Test Bank for Marketing: The Core, 8th Edition, Roger Kerin, Steven Hartley

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Test Bank for Marketing: The Core, 8th Edition, Roger Kerin, Steven Hartley

Table of Contents

Part 1: Initiating the Marketing Process

1 Creating Customer Relationships and Value through Marketing

2 Developing Successful Organizational and Marketing Strategies

Appendix A Building an Effective Marketing Plan

3 Understanding the Marketing Environment, Ethical Behavior, and Social

Responsibility

Part 2: Understanding Buyers and Markets

4 Understanding Consumer Behavior

5 Understanding Organizations as Customers

6 Understanding and Reaching Global Consumers and Markets

Part 3: Targeting Marketing Opportunities

7 Marketing Research: From Customer Insights to Actions

8 Market Segmentation, Targeting, and Positioning

Part 4: Satisfying Marketing Opportunities

9 Developing New Products and Services

10 Managing Successful Products, Services, and Brands

11 Pricing Products and Services

12 Managing Marketing Channels and Supply Chains

13 Retailing and Wholesaling

14 Implementing Interactive and Multichannel Marketing

15 Integrated Marketing Communications and Direct Marketing

16 Advertising, Sales Promotion, and Public Relations

17 Using Social Media and Mobile Marketing to Connect with Consumers

18 Personal Selling and Sales Management

Appendix B Planning a Career in Marketing

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