Test Bank for Marketing, 15th Edition, Roger Kerin, Steven Hartley

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Test Bank for Marketing, 15th 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

3 Scanning the Marketing Environment

4 Ethical and Social Responsibility for Sustainable Marketing

Part 2 Understanding Buyers and Markets

5 Understanding Consumer Behavior

6 Understanding Organizations as Customers

7 Understanding and Reaching Global Consumers and Markets

Part 3 Targeting Marketing Opportunities

8 Marketing Research: From Customer Insights to Actions

9 Market Segmentation, Targeting, and Positioning

Part 4 Satisfying Marketing Opportunities

10 Developing New Products and Services

11 Managing Successful Products, Services, and Brands

12 Services Marketing 318

13 Building the Price Foundation

14 Arriving at the Final Price

15 Managing Marketing Channels and Supply Chains

16 Retailing and Wholesaling

17 Implementing Interactive and Multichannel Marketing

18 Integrated Marketing Communications and Direct Marketing

19 Advertising, Sales Promotion, and Public Relations

20 Using Social Media and Mobile Marketing to Connect with Consumers

21 Personal Selling and Sales Management

22 Pulling It All Together: The Strategic Marketing Process

Part 5 Appendices

Appendix C Planning a Career in Marketing

Appendix D Alternate Cases

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