Marketing The Core, 9th Edition By Roger Kerin and Steven Hartley Test Bank
Table of contents for Marketing The Core Test Bank
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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