Test bank for Marketing 12th edition by Roger A. Kerin, Steven W. Hartley

Test bank for Marketing 12th edition by Roger A. Kerin, Steven W. Hartley

Test bank for Marketing 12th edition by Roger A. Kerin, Steven W. Hartley

Marketing, 12e utilises a unique, innovative, and effective pedagogical approach. The elements of this approach have been the foundation for each edition of Marketing and serve as the core of the text and its supplements. They have evolved and adapted to changes in student learning style preferences, the growth of the marketing discipline, and the development of new instructional technologies. The distinctive features of the approach are illustrated below.

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Part 1: Initiating the Marketing Process1: Creating Customer Relationships and Value through Marketing
2: Developing Successful Organizational and Marketing Strategies
Appendix A: Building an Effective Marketing Plan
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
13: Building the Price Foundation
14: Arriving at the Final Price
Appendix B: Financial Aspects of Marketing
15: Managing Marketing Channels and Supply Chains
16: Retailing and Wholesaling
17: Integrated Marketing Communications and Direct Marketing
18: Advertising, Sales Promotion, and Public Relations
19: Using Social Media and Mobile Marketing to Connect with Consumers
20: Personal Selling and Sales Management

Part 5: Managing the Marketing Process
21: Implementing Interactive and Multi-Channel Marketing
22: Pulling It All Together: The Strategic Marketing Process

Test bank for Marketing 12th edition by Roger A. Kerin, Steven W. Hartley